Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan,...
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Transcript of Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan,...
![Page 1: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/1.jpg)
Output URL Bidding
Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University)
Ali Dasdan, Santanu Kolay(Ebay Inc)
Related papers: VLDB 2011, InfoLab TR-939, AdAuctions 2009
![Page 2: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/2.jpg)
Search Engine Results Page (SERP)
Organic Results
Sponsored Ads
Query
Sponsored Search Ads
![Page 3: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/3.jpg)
Keyword Bidding
Advertiser Search Engines
the social networklord of the rings
the matrixlotr III
... ...
# keywords = ~ 10K
KEYWORDS
![Page 4: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/4.jpg)
Example SERPs
en.wikipedia.org/wiki/The_Social_Network
www.imdb.com/title/tt1285016/
www.imdb.com/title/tt133093/
en.wikipedia.org/wiki/The_Matrix
en.wikipedia.org/wiki/The_Lord_of_the_rings
en.wikipedia.org/wiki/The_Lord_of_the_rings
www.imdb.com/title/tt167260/
www.imdb.com/title/tt120737/
the social network
the matrix
the lord of the rings
lotr iii
![Page 5: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/5.jpg)
Output Bidding
Advertiser Search Engines
imdb.com AND wikipedia.org
# URLs = 2
URLs
![Page 6: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/6.jpg)
Outline
• Architectures
• Bid Language
• Output bid/expression generation
• Spill Evaluation
• Experiments
![Page 7: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/7.jpg)
ArchitecturesCurrent Search Engine Architecture
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ArchitecturesSerialization
• Overview– First, retrieve organic
results – Then, retrieve ads
• Pros– Simplicity
• Cons– Results Latency
O: Organic Search SystemS: Sponsored Search System
SERP
![Page 9: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/9.jpg)
Architectures Pipelining
• Split organic search system to– Or: retrieval subsystem
(retrieve relevant docs)– Op: post-processing
subsystem (create result snippets)
• Op and S run in parallel• Pros
– No additional latency
• Cons– Sponsored search system
depends on organic system
O: Organic Search System = Or + OpS: Sponsored Search System
SERP
![Page 10: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/10.jpg)
ArchitecturesParallelization
• URLs with ads are known a priori
• S can use– Or’: Or replica that indexes
only URLs with ads
• Pros– No additional latency– Independent organic and
sponsored search system
• Cons– More resources
O: Organic Search System (Or + Op)S: Sponsored Search SystemOr’: Small replica of OrV: Ad validation
SERP
![Page 11: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/11.jpg)
Bid Language Model
• Output Expression– e.g., a := (u1 u2) u3 (h1 h2)– u: URL• e.g., en.wikipedia.org/wiki/The_Social_Network
– h: host• e.g., en.wikipedia.org
• Questions– URLs or hosts or both?– complex or simple?
![Page 12: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/12.jpg)
Output Expression GenerationMotivation
• Use existing keyword campaigns to generate realistic output expressions to study
The social networklord of the rings
the matrixlotr III
……
Output Expression Generator
imdb.com AND wikipedia.org
![Page 13: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/13.jpg)
• Problem– INPUT: keyword set R– OUTPUT: expression a
that “covers” R
• Candidate solutions– a1 := u1 u2 u3
– a2 := u1 u4
– a3 := u5
Output Expression GenerationMotivating Example
![Page 14: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/14.jpg)
• CompactnessContain few URLs
• Spill minimization:Do not match “irrelevant” queries
Output Expression GenerationObjectives
OutputExpression
Size|a|
Spillspill(a,R)
a1 := u1 u2 u3 3 {}
a2 := u1 u4 2 {q5}
a3 := u5 1 {q4,q5, q6}
![Page 15: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/15.jpg)
• Query Set Output Coverminimize γ|a| + (1-γ) |spill(a, R)|subj. to m(a,q), q R
• γ : regularization parameter
• Related to– Set Cover– Red-Blue Set Cover
Output Expression GenerationProblem Statement
![Page 16: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/16.jpg)
Output Expression GenerationGreedy Algorithm
• Pre-compute– C[u]: Queries covered by URL u– S[u]: Spill of URL u w.r.t. R
• Algorithm
![Page 17: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/17.jpg)
Spill Evaluation
• Spill queries may be relevant to R
• Divide spill(a, R) to – positive: relevant – negative: irrelevant
• Use query clustering for evaluation
• Example:– a := u2 u3
– Positive spill = {q1}
– Negative spill = {q5}
![Page 18: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/18.jpg)
Experimental EvaluationGoals
• Compare output URL bidding variations– 1-URL, 2-URL, 3-URL• e.g, 2-URL: use only URLs, up to 2 URLs in a disjunct
– 1-host, 2-host, 3-host– 1-mixed, 2-mixed
• Comparison criteria– Compactness – Spill tradeoff– Spill Evaluation
![Page 19: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/19.jpg)
Experimental EvaluationSetup
• Dataset (from Yahoo query logs)– 12,931,117 queries– 62,666,514 URLs– 7,185,392 hosts– 2,251 ads
• Process– For each variation (1-URL, 2-URL, …)• For different γ values
– Generate output expressions for all 2,251 ads
![Page 20: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/20.jpg)
Experimental EvaluationCompactness vs Spill
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Experimental EvaluationPositive and Negative Spill
![Page 22: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/22.jpg)
Experimental EvaluationSummary
• Compactness-spill trade-off– Using both URLs/hosts outperform other options– Up to 2 conjuncts in a disjunct is sufficient
• Spill evaluation– Output expressions can bring additional queries
• Other experiments in Combining keyword and output bidding– Output expression are suitable for half of the keywords– Using only hosts seems to be sufficient
![Page 23: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/23.jpg)
Conclusions
• Output URL bidding can be implemented efficiently
• Advantages over keyword bidding– Bid Compactness– More relevant queries
![Page 24: Output URL Bidding Panagiotis Papadimitriou, Hector Garcia-Molina, (Stanford University) Ali Dasdan, Santanu Kolay (Ebay Inc) Related papers: VLDB 2011,](https://reader035.fdocuments.in/reader035/viewer/2022070307/551afaec55034607418b4692/html5/thumbnails/24.jpg)
THANK YOU!