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On the Complex Dynamics of Collaborative Tagging and Sponsored Search

On the Complex Dynamics of Collaborative Tagging and Sponsored Search. Valentin Robu CWI, National Institute for Mathematics and Computer, Amsterdam.

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On the Complex Dynamics of Collaborative Tagging and Sponsored Search

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  1. On the Complex Dynamics of Collaborative Tagging and Sponsored Search Valentin Robu CWI, National Institute for Mathematics and Computer, Amsterdam 1) Collaborative tagging [WWW’07: H. Halpin, & H. Shepherd]Dynamics of tag distributions in Del.icio.usShow that tag the distributions for heavily tagged sites converge to power laws and how (using KL divergence) Constructing folksonomy graphs based on statistical co-occurrence measures between tagsRecent work: extracting “shared vocabularies” (sets of related tags that could be useful in, e.g. automated recommendations)2) Sponsored search auctions[S. Bothe, N. Immorlica]Based on a large search dataset from Microsoft ResearchOrganic search -> co-occurrence of search terms in query logsSponsored search: advertisers pay for their links to be displayed => involves both semantic and electronic markets/bidding aspects

  2. Finding structure in Microsoft Live query logsExample: set of terms related to tourism Select useful subsets of terms partitioning [Mark Newman et. al.]Sponsored search: Select a set of terms that I could bid on to display my links/ads

  3. Additional problems in sponsored search(Recent work on Microsoft sponsored search data) • Electronic market aspects: displaying one’s link is determined by an auction • A keyword not only has to be relevant, (in combinations with other terms) but also have a high click-through and conversion rates • Position in which one’s add appears (8 sponsored links per page is crucial) • Externalities play a crucial role (e.g. bidding for “Ipod” vs. Apple ad)

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