4,591 research outputs found
What Makes them Click: Empirical Analysis of Consumer Demand for Search Advertising
We study users' response to sponsored-search advertising using data from Microsoft's Live AdCenter distributed in the "Beyond Search" initiative. We estimate a structural model of utility maximizing users, which quantifies "user experience" based on their "revealed preferences," and predicts user responses to counterfactual ad placements. In the model, each user chooses clicks sequentially to maximize his expected utility under incomplete information about the relevance of ads. We estimate the substitutability of ads in users' utility function, the fixed effects of different ads and positions, user uncertainty about ads' relevance, and user heterogeneity. We find substantial substitutability of ads, which generates large negative externalities: 40% more clicks would occur in a hypothetical world in which each ad faces no competition. As for counterfactual ad placements, our simulations indicate that CTR-optimal matching increases CTR by 10.1% while user-optimal matching increases user welfare by 13.3%. Moreover, targeting ad placement to specific users could raise user welfare by 59%. Here, we find a significant suboptimality (up to 16% of total welfare) in case the search engine tries to implement a sophisticated matching policy using a misspecified model that does not account for externalities. Finally, user welfare could be raised by 14% if they had full information about the relevance of ads to them.
Unbiased Learning to Rank with Unbiased Propensity Estimation
Learning to rank with biased click data is a well-known challenge. A variety
of methods has been explored to debias click data for learning to rank such as
click models, result interleaving and, more recently, the unbiased
learning-to-rank framework based on inverse propensity weighting. Despite their
differences, most existing studies separate the estimation of click bias
(namely the \textit{propensity model}) from the learning of ranking algorithms.
To estimate click propensities, they either conduct online result
randomization, which can negatively affect the user experience, or offline
parameter estimation, which has special requirements for click data and is
optimized for objectives (e.g. click likelihood) that are not directly related
to the ranking performance of the system. In this work, we address those
problems by unifying the learning of propensity models and ranking models. We
find that the problem of estimating a propensity model from click data is a
dual problem of unbiased learning to rank. Based on this observation, we
propose a Dual Learning Algorithm (DLA) that jointly learns an unbiased ranker
and an \textit{unbiased propensity model}. DLA is an automatic unbiased
learning-to-rank framework as it directly learns unbiased ranking models from
biased click data without any preprocessing. It can adapt to the change of bias
distributions and is applicable to online learning. Our empirical experiments
with synthetic and real-world data show that the models trained with DLA
significantly outperformed the unbiased learning-to-rank algorithms based on
result randomization and the models trained with relevance signals extracted by
click models
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