Trawling the Web for emerging cyber-communities
WWW '99 Proceedings of the eighth international conference on World Wide Web
On the red-blue set cover problem
SODA '00 Proceedings of the eleventh annual ACM-SIAM symposium on Discrete algorithms
Combinatorial Auctions
Using the wisdom of the crowds for keyword generation
Proceedings of the 17th international conference on World Wide Web
Introduction to Information Retrieval
Introduction to Information Retrieval
Search advertising using web relevance feedback
Proceedings of the 17th ACM conference on Information and knowledge management
Improved techniques for result caching in web search engines
Proceedings of the 18th international conference on World wide web
Bidding on Configurations in Internet Ad Auctions
COCOON '09 Proceedings of the 15th Annual International Conference on Computing and Combinatorics
A refreshing perspective of search engine caching
Proceedings of the 19th international conference on World wide web
Using landing pages for sponsored search ad selection
Proceedings of the 19th international conference on World wide web
Computing optimal bundles for sponsored search
WINE'07 Proceedings of the 3rd international conference on Internet and network economics
Bidding to the top: VCG and equilibria of position-based auctions
WAOA'06 Proceedings of the 4th international conference on Approximation and Online Algorithms
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Output URL bidding is a new bidding mechanism for sponsored search, where advertisers bid on search result URLs, as opposed to keywords in the input query. For example, an advertiser may want his ad to appear whenever the search result includes the sites www.imdb.com and en.wikipedia.org, instead of bidding on keywords that lead to these sites, e.g., movie titles or actor names. In this paper we study the tradeoff between the simplicity and the specification power of output bids and we explore their utility for advertisers. We first present a model to derive output bids from existing keyword bids. Then, we use the derived bids to experimentally study output bids and contrast them to input query bids. Our main results are the following: (1) Compact output bids that mix both URLs and hosts have the same specification power as more lengthy input bids; (2) Output bidding can increase the recall of relevant queries; and (3) Output and input biding can be combined into a hybrid mechanism that combines the benefits of both.