Unified Browsing Models for Linear and Grid Layouts

Many information access systems operationalize their results in terms of rankings, which are then displayed to users in various ranking layouts such as linear lists or grids. User interaction with a retrieved item is highly dependent on the item's position in the layout, and users do not provide similar attention to every position in ranking (under any layout model). User attention is an important component in the evaluation process of ranking, due to its use in effectiveness metrics that estimate utility as well as fairness metrics that evaluate ranking based on social and ethical concerns. These metrics take user browsing behavior into account in their measurement strategies to estimate the attention the user is likely to provide to each item in ranking. Research on understanding user browsing behavior has proposed several user browsing models, and further observed that user browsing behavior differs with different ranking layouts. However, the underlying concepts of these browsing models are often similar, including varying components and parameter settings. We seek to leverage that similarity to represent multiple browsing models in a generalized, configurable framework which can be further extended to more complex ranking scenarios. In this paper, we describe a probabilistic user browsing model for linear rankings, show how they can be configured to yield models commonly used in current evaluation practice, and generalize this model to also account for browsing behaviors in grid-based layouts. This model provides configurable framework for estimating the attention that results from user browsing activity for a range of IR evaluation and measurement applications in multiple formats, and also identifies parameters that need to be estimated through user studies to provide realistic evaluation beyond ranked lists

A user-centred approach to information retrieval

A user model is a fundamental component in user-centred information retrieval systems. It enables personalization of a user's search experience. The development of such a model involves three phases: collecting information about each user, representing such information, and integrating the model into a retrieval application. Progress in this area is typically met with privacy and scalability challenges that hinder the ability to synthesize collective knowledge from each user's search behaviour. In this thesis, I propose a framework that addresses each of these three phases. The proposed framework is based on social role theory from the social science literature and at the centre of this theory is the concept of a social position. A social position is a label for a group of users with similar behavioural patterns. Examples of such positions are traveller, patient, movie fan, and computer scientist. In this thesis, a social position acts as a label for users who are expected to have similar interests. The proposed framework does not require real users' data; rather it uses the web as a resource to model users. The proposed framework offers a data-driven and modular design for each of the three phases of building a user model. First, I present an approach to identify social positions from natural language sentences. I formulate this task as a binary classification task and develop a method to enumerate candidate social positions. The proposed classifier achieves an accuracy score of 85.8%, which indicates that social positions can be identified with good accuracy. Through an inter-annotator agreement study, I further show a reasonable level of agreement between users when identifying social positions. Second, I introduce a novel topic modelling-based approach to represent each social position as a multinomial distribution over words. This approach estimates a topic from a document collection for each position. To construct such a collection for a particular position, I propose a seeding algorithm that extracts a set of terms relevant to the social position. Coherence-based evaluation shows that the proposed approach learns significantly more coherent representations when compared with a relevance modelling baseline. Third, I present a diversification approach based on the proposed framework. Diversification algorithms aim to return a result list for a search query that would potentially satisfy users with diverse information needs. I propose to identify social positions that are relevant to a search query. These positions act as an implicit representation of the many possible interpretations of the search query. Then, relevant positions are provided to a diversification technique that proportionally diversifies results based on each social position's importance. I evaluate my approach using four test collections provided by the diversity task of the Text REtrieval Conference (TREC) web tracks for 2009, 2010, 2011, and 2012. Results demonstrate that my proposed diversification approach is effective and provides statistically significant improvements over various implicit diversification approaches. Fourth, I introduce a session-based search system under the framework of learning to rank. Such a system aims to improve the retrieval performance for a search query using previous user interactions during the search session. I present a method to match a search session to its most relevant social positions based on the session's interaction data. I then suggest identifying related sessions from query logs that are likely to be issued by users with similar information needs. Novel learning features are then estimated from the session's social positions, related sessions, and interaction data. I evaluate the proposed system using four test collections from the TREC session track. This approach achieves state-of-the-art results compared with effective session-based search systems. I demonstrate that such a strong performance is mainly attributed to features that are derived from social positions' data

Probabilistic Modeling in Dynamic Information Retrieval

Dynamic modeling is used to design systems that are adaptive to their changing environment and is currently poorly understood in information retrieval systems. Common elements in the information retrieval methodology, such as documents, relevance, users and tasks, are dynamic entities that may evolve over the course of several interactions, which is increasingly captured in search log datasets. Conventional frameworks and models in information retrieval treat these elements as static, or only consider local interactivity, without consideration for the optimisation of all potential interactions. Further to this, advances in information retrieval interface, contextual personalization and ad display demand models that can intelligently react to users over time. This thesis proposes a new area of information retrieval research called Dynamic Information Retrieval. The term dynamics is defined and what it means within the context of information retrieval. Three examples of current areas of research in information retrieval which can be described as dynamic are covered: multi-page search, online learning to rank and session search. A probabilistic model for dynamic information retrieval is introduced and analysed, and applied in practical algorithms throughout. This framework is based on the partially observable Markov decision process model, and solved using dynamic programming and the Bellman equation. Comparisons are made against well-established techniques that show improvements in ranking quality and in particular, document diversification. The limitations of this approach are explored and appropriate approximation techniques are investigated, resulting in the development of an efficient multi-armed bandit based ranking algorithm. Finally, the extraction of dynamic behaviour from search logs is also demonstrated as an application, showing that dynamic information retrieval modeling is an effective and versatile tool in state of the art information retrieval research

Selective web information retrieval

This thesis proposes selective Web information retrieval, a framework formulated in terms of statistical decision theory, with the aim to apply an appropriate retrieval approach on a per-query basis. The main component of the framework is a decision mechanism that selects an appropriate retrieval approach on a per-query basis. The selection of a particular retrieval approach is based on the outcome of an experiment, which is performed before the final ranking of the retrieved documents. The experiment is a process that extracts features from a sample of the set of retrieved documents. This thesis investigates three broad types of experiments. The first one counts the occurrences of query terms in the retrieved documents, indicating the extent to which the query topic is covered in the document collection. The second type of experiments considers information from the distribution of retrieved documents in larger aggregates of related Web documents, such as whole Web sites, or directories within Web sites. The third type of experiments estimates the usefulness of the hyperlink structure among a sample of the set of retrieved Web documents. The proposed experiments are evaluated in the context of both informational and navigational search tasks with an optimal Bayesian decision mechanism, where it is assumed that relevance information exists. This thesis further investigates the implications of applying selective Web information retrieval in an operational setting, where the tuning of a decision mechanism is based on limited existing relevance information and the information retrieval system’s input is a stream of queries related to mixed informational and navigational search tasks. First, the experiments are evaluated using different training and testing query sets, as well as a mixture of different types of queries. Second, query sampling is introduced, in order to approximate the queries that a retrieval system receives, and to tune an ad-hoc decision mechanism with a broad set of automatically sampled queries

Enhancing Privacy and Fairness in Search Systems

Following a period of expedited progress in the capabilities of digital systems, the society begins to realize that systems designed to assist people in various tasks can also harm individuals and society. Mediating access to information and explicitly or implicitly ranking people in increasingly many applications, search systems have a substantial potential to contribute to such unwanted outcomes. Since they collect vast amounts of data about both searchers and search subjects, they have the potential to violate the privacy of both of these groups of users. Moreover, in applications where rankings influence people's economic livelihood outside of the platform, such as sharing economy or hiring support websites, search engines have an immense economic power over their users in that they control user exposure in ranked results. This thesis develops new models and methods broadly covering different aspects of privacy and fairness in search systems for both searchers and search subjects. Specifically, it makes the following contributions: (1) We propose a model for computing individually fair rankings where search subjects get exposure proportional to their relevance. The exposure is amortized over time using constrained optimization to overcome searcher attention biases while preserving ranking utility. (2) We propose a model for computing sensitive search exposure where each subject gets to know the sensitive queries that lead to her profile in the top-k search results. The problem of finding exposing queries is technically modeled as reverse nearest neighbor search, followed by a weekly-supervised learning to rank model ordering the queries by privacy-sensitivity. (3) We propose a model for quantifying privacy risks from textual data in online communities. The method builds on a topic model where each topic is annotated by a crowdsourced sensitivity score, and privacy risks are associated with a user's relevance to sensitive topics. We propose relevance measures capturing different dimensions of user interest in a topic and show how they correlate with human risk perceptions. (4) We propose a model for privacy-preserving personalized search where search queries of different users are split and merged into synthetic profiles. The model mediates the privacy-utility trade-off by keeping semantically coherent fragments of search histories within individual profiles, while trying to minimize the similarity of any of the synthetic profiles to the original user profiles. The models are evaluated using information retrieval techniques and user studies over a variety of datasets, ranging from query logs, through social media and community question answering postings, to item listings from sharing economy platforms.Nach einer Zeit schneller Fortschritte in den Fähigkeiten digitaler Systeme beginnt die Gesellschaft zu erkennen, dass Systeme, die Menschen bei verschiedenen Aufgaben unterstützen sollen, den Einzelnen und die Gesellschaft auch schädigen können. Suchsysteme haben ein erhebliches Potenzial, um zu solchen unerwünschten Ergebnissen beizutragen, weil sie den Zugang zu Informationen vermitteln und explizit oder implizit Menschen in immer mehr Anwendungen in Ranglisten anordnen. Da sie riesige Datenmengen sowohl über Suchende als auch über Gesuchte sammeln, können sie die Privatsphäre dieser beiden Benutzergruppen verletzen. In Anwendungen, in denen Ranglisten einen Einfluss auf den finanziellen Lebensunterhalt der Menschen außerhalb der Plattform haben, z. B. auf Sharing-Economy-Plattformen oder Jobbörsen, haben Suchmaschinen eine immense wirtschaftliche Macht über ihre Nutzer, indem sie die Sichtbarkeit von Personen in Suchergebnissen kontrollieren. In dieser Dissertation werden neue Modelle und Methoden entwickelt, die verschiedene Aspekte der Privatsphäre und der Fairness in Suchsystemen, sowohl für Suchende als auch für Gesuchte, abdecken. Insbesondere leistet die Arbeit folgende Beiträge: (1) Wir schlagen ein Modell für die Berechnung von fairen Rankings vor, bei denen Suchsubjekte entsprechend ihrer Relevanz angezeigt werden. Die Sichtbarkeit wird im Laufe der Zeit durch ein Optimierungsmodell adjustiert, um die Verzerrungen der Sichtbarkeit für Sucher zu kompensieren, während die Nützlichkeit des Rankings beibehalten bleibt. (2) Wir schlagen ein Modell für die Bestimmung kritischer Suchanfragen vor, in dem für jeden Nutzer Aanfragen, die zu seinem Nutzerprofil in den Top-k-Suchergebnissen führen, herausgefunden werden. Das Problem der Berechnung von exponierenden Suchanfragen wird als Reverse-Nearest-Neighbor-Suche modelliert. Solche kritischen Suchanfragen werden dann von einem Learning-to-Rank-Modell geordnet, um die sensitiven Suchanfragen herauszufinden. (3) Wir schlagen ein Modell zur Quantifizierung von Risiken für die Privatsphäre aus Textdaten in Online Communities vor. Die Methode baut auf einem Themenmodell auf, bei dem jedes Thema durch einen Crowdsourcing-Sensitivitätswert annotiert wird. Die Risiko-Scores sind mit der Relevanz eines Benutzers mit kritischen Themen verbunden. Wir schlagen Relevanzmaße vor, die unterschiedliche Dimensionen des Benutzerinteresses an einem Thema erfassen, und wir zeigen, wie diese Maße mit der Risikowahrnehmung von Menschen korrelieren. (4) Wir schlagen ein Modell für personalisierte Suche vor, in dem die Privatsphäre geschützt wird. In dem Modell werden Suchanfragen von Nutzer partitioniert und in synthetische Profile eingefügt. Das Modell erreicht einen guten Kompromiss zwischen der Suchsystemnützlichkeit und der Privatsphäre, indem semantisch kohärente Fragmente der Suchhistorie innerhalb einzelner Profile beibehalten werden, wobei gleichzeitig angestrebt wird, die Ähnlichkeit der synthetischen Profile mit den ursprünglichen Nutzerprofilen zu minimieren. Die Modelle werden mithilfe von Informationssuchtechniken und Nutzerstudien ausgewertet. Wir benutzen eine Vielzahl von Datensätzen, die von Abfrageprotokollen über soziale Medien Postings und die Fragen vom Q&A Forums bis hin zu Artikellistungen von Sharing-Economy-Plattformen reichen

Explicit web search result diversification

Queries submitted to a web search engine are typically short and often ambiguous. With the enormous size of the Web, a misunderstanding of the information need underlying an ambiguous query can misguide the search engine, ultimately leading the user to abandon the originally submitted query. In order to overcome this problem, a sensible approach is to diversify the documents retrieved for the user's query. As a result, the likelihood that at least one of these documents will satisfy the user's actual information need is increased. In this thesis, we argue that an ambiguous query should be seen as representing not one, but multiple information needs. Based upon this premise, we propose xQuAD---Explicit Query Aspect Diversification, a novel probabilistic framework for search result diversification. In particular, the xQuAD framework naturally models several dimensions of the search result diversification problem in a principled yet practical manner. To this end, the framework represents the possible information needs underlying a query as a set of keyword-based sub-queries. Moreover, xQuAD accounts for the overall coverage of each retrieved document with respect to the identified sub-queries, so as to rank highly diverse documents first. In addition, it accounts for how well each sub-query is covered by the other retrieved documents, so as to promote novelty---and hence penalise redundancy---in the ranking. The framework also models the importance of each of the identified sub-queries, so as to appropriately cater for the interests of the user population when diversifying the retrieved documents. Finally, since not all queries are equally ambiguous, the xQuAD framework caters for the ambiguity level of different queries, so as to appropriately trade-off relevance for diversity on a per-query basis. The xQuAD framework is general and can be used to instantiate several diversification models, including the most prominent models described in the literature. In particular, within xQuAD, each of the aforementioned dimensions of the search result diversification problem can be tackled in a variety of ways. In this thesis, as additional contributions besides the xQuAD framework, we introduce novel machine learning approaches for addressing each of these dimensions. These include a learning to rank approach for identifying effective sub-queries as query suggestions mined from a query log, an intent-aware approach for choosing the ranking models most likely to be effective for estimating the coverage and novelty of multiple documents with respect to a sub-query, and a selective approach for automatically predicting how much to diversify the documents retrieved for each individual query. In addition, we perform the first empirical analysis of the role of novelty as a diversification strategy for web search. As demonstrated throughout this thesis, the principles underlying the xQuAD framework are general, sound, and effective. In particular, to validate the contributions of this thesis, we thoroughly assess the effectiveness of xQuAD under the standard experimentation paradigm provided by the diversity task of the TREC 2009, 2010, and 2011 Web tracks. The results of this investigation demonstrate the effectiveness of our proposed framework. Indeed, xQuAD attains consistent and significant improvements in comparison to the most effective diversification approaches in the literature, and across a range of experimental conditions, comprising multiple input rankings, multiple sub-query generation and coverage estimation mechanisms, as well as queries with multiple levels of ambiguity. Altogether, these results corroborate the state-of-the-art diversification performance of xQuAD

Essays on the role and effects of advertising

The Ph.D. dissertation consists of three essays on the role and effects of advertising. Chapter 2, “Optimizing Online Sales using Targeted Advertising”, studies how reallocating advertising budgets can increase online sales. Chapter 3, “Advertising as a Reminder: Evidence from the Dutch State Lottery”, studies the dynamic effects of advertising. The central idea is that advertisements can also remind consumers to buy. Chapter 4, “Advertising Match Values and Viewership Demand”, characterizes the heterogeneous responses of consumers to the advertisement and show how the broadcaster could improve its profit by re-ordering different types of advertisements.<br/