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The web as an information market

The web as an information market. Dr. Bas van Gils bas@van-gils.org. Agenda. Two scenarios The information market demand and supply Brokers (Part of) a formal model Summary Discussion. Scenario 1. A professor in mathematics .. .. profound background in mathematics

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The web as an information market

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  1. The web as an information market Dr. Bas van Gils bas@van-gils.org

  2. Agenda • Two scenarios • The information market • demand and supply • Brokers • (Part of) a formal model • Summary • Discussion

  3. Scenario 1 • A professor in mathematics .. • .. profound background in mathematics • .. preparing lecture on triangles • .. behind his desk • .. all the time in the world

  4. Scenario 2 • A construction worker .. • .. hardly any mathematical background • .. is building a roof on a chemical plant • .. is in the field and has to estimate the amount of lumber needed • .. Is in a big hurry

  5. So what? • Both need to know “something” about triangles, and may use the same keywords to describe their information need. • Since both use different appliances, results must be presented in a different way. • Results valuable for one, are likely to be “useless” for the other. • One is in a hurry, the other needs the information immediately • ...

  6. Information market

  7. Information supply • The Web can be seen as an information landscape with resources • How should information supply be characterized? • Traditional : topic • Modern approaches such as Google: include typing / relative importance • Where to gather this information? RDF Annotations?

  8. A rich(er) characterization of the Web • Include “all” measurable properties of online resources: • Topic (resource is about Mona Lisa) • Typing (resource is an EPS file) • Relations (resource is linked with website of Le Louvre) • Attributes (resource has resolution 1024x768) • Type of representation (resource is a picture)

  9. A formal model for supply (+example) Resource is a Representation of Type “picture” about “Mona Lisa” and is of Type “EPS” and has Attribute of Type “resolution” with value “1024x768” and is destination of Relation with source “lelouvre.html” and Type “part-of”

  10. Demand • Demand is heterogeneous: different searchers need different “things” at different times, presented in a variety of ways • Assumption: query is “complete”: • Informational aspects (Aboutness) • Structural aspects (relations / attributes) • Emotional aspects (knowledge about the searcher)

  11. Query • Has different “components” and is expressed in the language presented earlier. • Query formulation is a big challenge • QBN might help? • Profile-based retrieval? • Recommender systems? • What about role-based searching?

  12. Intermezzo (roles & profiles)

  13. The broker • The main task of the broker is to value resources for searchers based on a query. • Dissect the query into distinct, measurable properties • Measure which resources have the desired properties (and to what extent!) • Rank resource based on their aptness

  14. From a query to an aptness score

  15. Issues • Properties / Queries can be fuzzy … has Attribute of Type “resolution” with value “high” … when is a resolution “high” and is this always the same? • Which tools are used to measure the properties a resource has? • How does the search broker determine the weighting of different properties? • In the query? • Based on the profile?

  16. Valuing resources • Value of an asset is personal and situational • There is no (mathematical) domain in which value can be expressed • Therefore: concept of value of an asset only makes sense in comparison to the value of other assets (partial order) • Value(a1,p,s) > Value(a2,p,s)

  17. In this example the woman buys some coffee to go with her cookies. To her, value of coffee exceeds the value of money. For the man, the value of the money exceeds the value of coffee Example: buying coffee

  18. Value on the Web • From searcher perspective: exchange time/effort (and sometimes money) in exchange for information (transaction) • An important distinction: the searcher “only” receives a copy of the information • Brokers estimate the value of resources for searchers to facilitate these transactions

  19. Summary • Economic theory (market thinking, value, economic transactions) can be applied to search on the Web • Core concepts: searchers, suppliers, brokers, value, transactions • The research presented here is the result of 4 years of conceptualizing; no tooling available yet

  20. Question / discussion • What tooling would you make if you had a lot of money / time / programmers? • Which aspects of the research presented here strikes you as most / least valuable? • How does your own research fit in? • Which online developments fit within the view / framework presented here?

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