{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,29]],"date-time":"2025-12-29T13:44:47Z","timestamp":1767015887011},"reference-count":22,"publisher":"Association for Computing Machinery (ACM)","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Proc. VLDB Endow."],"published-print":{"date-parts":[[2010,12]]},"abstract":"<jats:p>\n            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\n            <jats:italic>and<\/jats:italic>\n            en.wikipedia.org, instead of bidding on keywords that lead to these sites, e.g., movie titles or actor names.\n          <\/jats:p>\n          <jats:p>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.<\/jats:p>","DOI":"10.14778\/1929861.1929863","type":"journal-article","created":{"date-parts":[[2014,6,24]],"date-time":"2014-06-24T12:17:57Z","timestamp":1403612277000},"page":"161-172","source":"Crossref","is-referenced-by-count":1,"title":["Output URL bidding"],"prefix":"10.14778","volume":"4","author":[{"given":"Panagiotis","family":"Papadimitriou","sequence":"first","affiliation":[{"name":"Stanford University, Stanford, CA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Hector","family":"Garcia-Molina","sequence":"additional","affiliation":[{"name":"Stanford University, Stanford, CA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ali","family":"Dasdan","sequence":"additional","affiliation":[{"name":"Ebay Inc, San Jose, CA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Santanu","family":"Kolay","sequence":"additional","affiliation":[{"name":"Ebay Inc, San Jose, CA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2010,12]]},"reference":[{"key":"e_1_2_1_1_1","doi-asserted-by":"publisher","DOI":"10.1007\/11970125_2"},{"key":"e_1_2_1_2_1","volume-title":"Information retrieval based on historical data. US Patent Pub. App. No. 20050071741, filed","author":"Anurag A.","year":"2005","unstructured":"A. Anurag , M. Cutts , J. Dean , P. Haahr , M. Henzinger , U. Hoelzle , S. Lawrence , K. Pfleger , O. Sercinoglu , and S. Tong . Information retrieval based on historical data. US Patent Pub. App. No. 20050071741, filed in 2005 . A. Anurag, M. Cutts, J. Dean, P. Haahr, M. Henzinger, U. Hoelzle, S. Lawrence, K. Pfleger, O. Sercinoglu, and S. Tong. Information retrieval based on historical data. US Patent Pub. App. No. 20050071741, filed in 2005."},{"key":"e_1_2_1_3_1","doi-asserted-by":"publisher","DOI":"10.1145\/1458082.1458217"},{"key":"e_1_2_1_4_1","doi-asserted-by":"publisher","DOI":"10.1145\/1772690.1772710"},{"key":"e_1_2_1_5_1","first-page":"345","volume-title":"Proc. SODA","author":"Carr R. D.","year":"2000","unstructured":"R. D. Carr , S. Doddi , G. Konjevod , and M. Marathe . On the red-blue set cover problem . In Proc. SODA , pages 345 -- 353 , Philadelphia, PA, USA , 2000 . R. D. Carr, S. Doddi, G. Konjevod, and M. Marathe. On the red-blue set cover problem. In Proc. SODA, pages 345--353, Philadelphia, PA, USA, 2000."},{"key":"e_1_2_1_6_1","doi-asserted-by":"publisher","DOI":"10.1145\/1772690.1772717"},{"key":"e_1_2_1_7_1","volume-title":"Combinatorial Auctions","author":"Cramton P.","year":"2006","unstructured":"P. Cramton , Y. Shoham , and R. Steinberg , editors . Combinatorial Auctions . MIT Press , 2006 . P. Cramton, Y. Shoham, and R. Steinberg, editors. Combinatorial Auctions. MIT Press, 2006."},{"key":"e_1_2_1_8_1","volume-title":"System for displaying advertisements associated with search results. US Patent Pub. App. No. 20080270228, filed","author":"Dasdan A.","year":"2007","unstructured":"A. Dasdan . System for displaying advertisements associated with search results. US Patent Pub. App. No. 20080270228, filed in 2007 . A. Dasdan. System for displaying advertisements associated with search results. US Patent Pub. App. No. 20080270228, filed in 2007."},{"key":"e_1_2_1_9_1","volume-title":"US Patent Appl.","author":"Dasdan A.","year":"2008","unstructured":"A. Dasdan and R. Gonen . System and method for offering an auction bundle in an online advertising auction . US Patent Appl. , 2008 . A. Dasdan and R. Gonen. System and method for offering an auction bundle in an online advertising auction. US Patent Appl., 2008."},{"key":"e_1_2_1_10_1","first-page":"1","volume-title":"Ad Auctions","author":"Dasdan A.","year":"2009","unstructured":"A. Dasdan , K. Santanu , P. Papadimitriou , and H. Garcia-Molina . Output bidding: A new search advertising model complementary to keyword bidding . In Ad Auctions , pages 1 -- 6 , Stanford, CA, USA , 2009 . A. Dasdan, K. Santanu, P. Papadimitriou, and H. Garcia-Molina. Output bidding: A new search advertising model complementary to keyword bidding. In Ad Auctions, pages 1--6, Stanford, CA, USA, 2009."},{"key":"e_1_2_1_11_1","first-page":"6269361","article-title":"System and method for influencing a position on a search result list generated by a computer network search engine","author":"Davis D. J.","year":"2001","unstructured":"D. J. Davis , M. Derer , J. Garcia , L. Greco , T. E. Kurt , T. Kwong , J. C. Lee , K. L. Lee , P. Pfarner , and S. Skovran . System and method for influencing a position on a search result list generated by a computer network search engine . US Patent 6269361 , 2001 . D. J. Davis, M. Derer, J. Garcia, L. Greco, T. E. Kurt, T. Kwong, J. C. Lee, K. L. Lee, P. Pfarner, and S. Skovran. System and method for influencing a position on a search result list generated by a computer network search engine. US Patent 6269361, 2001.","journal-title":"US Patent"},{"key":"e_1_2_1_12_1","volume-title":"Sponsored search: a brief history. Bulletin of ASIS&amp;T, 32: 12--13","author":"Fain D. C.","year":"2006","unstructured":"D. C. Fain and J. O. Pedersen . Sponsored search: a brief history. Bulletin of ASIS&amp;T, 32: 12--13 , 2006 . D. C. Fain and J. O. Pedersen. Sponsored search: a brief history. Bulletin of ASIS&amp;T, 32:12--13, 2006."},{"key":"e_1_2_1_13_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-0-387-79361-0_4"},{"key":"e_1_2_1_14_1","doi-asserted-by":"publisher","DOI":"10.1145\/1367497.1367506"},{"key":"e_1_2_1_15_1","doi-asserted-by":"publisher","DOI":"10.1145\/1526709.1526768"},{"key":"e_1_2_1_16_1","first-page":"576","volume-title":"Proc. WINE","author":"Ghosh A.","year":"2006","unstructured":"A. Ghosh , H. Nazerzadeh , and M. Sundararajan . Computing optimal bundles for sponsored search . In Proc. WINE , pages 576 -- 583 , 2006 . A. Ghosh, H. Nazerzadeh, and M. Sundararajan. Computing optimal bundles for sponsored search. In Proc. 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US Patent Appl., 2008."},{"key":"e_1_2_1_20_1","doi-asserted-by":"publisher","DOI":"10.5555\/1394399"},{"key":"e_1_2_1_21_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-642-02882-3_1"},{"key":"e_1_2_1_22_1","doi-asserted-by":"publisher","DOI":"10.1007\/s13174-010-0003-x"}],"container-title":["Proceedings of the VLDB Endowment"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dl.acm.org\/doi\/pdf\/10.14778\/1929861.1929863","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,12,28]],"date-time":"2022-12-28T11:07:30Z","timestamp":1672225650000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.14778\/1929861.1929863"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2010,12]]},"references-count":22,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2010,12]]}},"alternative-id":["10.14778\/1929861.1929863"],"URL":"https:\/\/doi.org\/10.14778\/1929861.1929863","relation":{},"ISSN":["2150-8097"],"issn-type":[{"value":"2150-8097","type":"print"}],"subject":[],"published":{"date-parts":[[2010,12]]}}}