Sponsored Search

Sponsored search is a multi-billion dollar industry in rapid growth. Typically, web search engines auction off advertising space next to their standard algorithmic search results. Most major search engines, including Ask, Google, Microsoft, and Yahoo!, rely on sponsored search to monetize their services. Advertisers use sponsored search to procure leads and manage their customer acquisition process. Third party search engine marketers (SEMs) help advertisers manage their keyword portfolios and bidding campaigns.

 

Workshop Topics and Contributions

Academic work on sponsored search has only recently begun. A central problem is the design of the auction mechanism and its implications for search engine revenue, advertiser incentives and value, and consumer benefit. Other notable issues include bidding optimization, click fraud, click rate learning, contextual advertising, matching algorithms, and targeting. Submissions from a rich set of empirical, experimental, and theoretical perspectives are invited. Topics of interest at the workshop include, but are not limited to:

* Mechanism design

* Ranking mechanisms: By bid, by revenue, others

* Game-theoretic analysis of mechanisms, behaviors, and dynamics

* Matching algorithms: exact and inexact match

* Term clustering

* Equilibrium characterizations

* Simulations

* Laboratory experiments

* Empirical characterizations

* Advertiser signaling, collusion

* Pay for conversion, conversion tracking

* Portfolio optimization

* Search engine marketing, optimization (SEMs, SEOs)

* Local (geographic) search

* Contextual advertising (e.g., Google AdSense)

* User satisfaction/defection

* Affiliate model

* Incentive analysis

* Fraud detection and prevention

* Price time series analysis

* Personalization/targeting

* Multi-attribute auctions

* Expressive ad auctions

 

Submission Instructions

Research contributions should report new (unpublished) research results or ongoing research. The workshop's proceedings can be considered non-archival, meaning contributors are free to publish their results later in archival journals or conferences. Research contributions can be up to ten pages long, in double-column WWW proceedings format (http://www2007.org/submission.php).

 

Positions papers and panel discussion proposals are also welcome.

 

Papers should be submitted electronically using the conference management system (http://www.easychair.org/WWW2007Workshops/) no later than midnight Hawaii time, Feb 17, 2007. Authors should also email the organizing committee (ssa3-organizers@wharton.upenn.edu) to indicate that they have submitted a paper to the system.

 

At least one author of each accepted paper will be expected to attend and present their findings at the workshop.

 

Important Dates