Finding dense and isolated submarkets in a sponsored search spending graph

  • Authors:
  • Kevin J. Lang;Reid Andersen

  • Affiliations:
  • Yahoo, Sunnyale, CA;University of California San Diego, La Jolla, CA

  • Venue:
  • Proceedings of the sixteenth ACM conference on Conference on information and knowledge management
  • Year:
  • 2007

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Abstract

Methods for improving sponsored search revenue are often tested or deployed within a small submarket of the larger marketplace. For many applications, the ideal submarket contains a small number of nodes, a large amount of spending within the submarket, and a small amount of spending leaving the submarket. We introduce an efficient algorithm for finding submarkets that are optimal for a user-specified tradeoff between these three quantities. We apply our algorithm to find submarkets that are both dense and isolated in a large spending graph from Yahoo! sponsored search.