An incentive---compatible revenue---sharing mechanism for the economic sustainability of multi---domain search based on advertising

  • Authors:

  • Marco Brambilla;Sofia Ceppi;Nicola Gatti;Enrico H. Gerding

  • Affiliations:

  • Dipartimento di Elettronica e Informazione, Politecnico di Milano, Milano, Italy;Dipartimento di Elettronica e Informazione, Politecnico di Milano, Milano, Italy,Department of Electronics and Computer Science, Southampton University, UK;Dipartimento di Elettronica e Informazione, Politecnico di Milano, Milano, Italy;Department of Electronics and Computer Science, Southampton University, UK

  • Venue:
  • Search Computing
  • Year:
  • 2012

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Abstract

Multi---domain search engines decompose complex queries addressing several issues at a time into sub---queries, and forwards them to one or more domain---specific content providers, typically implemented as Web services. This enables complex searches (e.g., vacation planning, composed of a hotel, flight, and car search), and allows users to receive aggregated and high quality results from a variety of sources. We focus on the design of a revenue sharing mechanism for multi---domain search, considering the general setting in which different actors (content providers, advertising providers, hybrid content+advertising providers, and content integrators) are involved in the search results generation. The design of such a mechanism is paramount for the economic sustainability of multi---domain search. Our revenue sharing mechanism extends the existing sponsored search auctions by supporting heterogeneous participants and allowing the redistribution of monetary values to the different actors.