Is Google the next Microsoft? Competition, Welfare and Regulation in Internet Search

Internet search (or perhaps more accurately `web-search') has grown exponentially over the last decade at an even more rapid rate than the Internet itself. Starting from nothing in the 1990s, today search is a multi-billion dollar business. Search engine providers such as Google and Yahoo! have become household names, and the use of a search engine, like use of the Web, is now a part of everyday life. The rapid growth of online search and its growing centrality to the ecology of the Internet raise a variety of questions for economists to answer. Why is the search engine market so concentrated and will it evolve towards monopoly? What are the implications of this concentration for different `participants' (consumers, search engines, advertisers)? Does the fact that search engines act as `information gatekeepers', determining, in effect, what can be found on the web, mean that search deserves particularly close attention from policy-makers? This paper supplies empirical and theoretical material with which to examine many of these questions. In particular, we (a) show that the already large levels of concentration are likely to continue (b) identify the consequences, negative and positive, of this outcome (c) discuss the possible regulatory interventions that policy-makers could utilize to address these

Beyond Keywords and Relevance: A Personalized Ad Retrieval Framework in E-Commerce Sponsored Search

On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes. In this way, an ad will not be retrieved even if queries are related when the advertiser does not bid on corresponding keywords. Moreover, most ad retrieval approaches regard rewriting and ad-selecting as two separated tasks, and focus on boosting relevance between search queries and ads. Recently, in e-commerce sponsored search more and more personalized information has been introduced, such as user profiles, long-time and real-time clicks. Personalized information makes ad retrieval able to employ more elements (e.g. real-time clicks) as search signals and retrieval keys, however it makes ad retrieval more difficult to measure ads retrieved through different signals. To address these problems, we propose a novel ad retrieval framework beyond keywords and relevance in e-commerce sponsored search. Firstly, we employ historical ad click data to initialize a hierarchical network representing signals, keys and ads, in which personalized information is introduced. Then we train a model on top of the hierarchical network by learning the weights of edges. Finally we select the best edges according to the model, boosting RPM/CTR. Experimental results on our e-commerce platform demonstrate that our ad retrieval framework achieves good performance

Online Advertisements with LLMs: Opportunities and Challenges

This paper explores the potential for leveraging Large Language Models (LLM) in the realm of online advertising systems. We delve into essential requirements including privacy, latency, reliability, users and advertisers' satisfaction, which such a system must fulfill. We further introduce a general framework for LLM advertisement, consisting of modification, bidding, prediction, and auction modules. Different design considerations for each module is presented, with an in-depth examination of their practicality and the technical challenges inherent to their implementation

Native advertising disclosures in journalism: An assessment on the accurate reporting of disclosure wording in conveying advertising intent

The struggling journalism industry adopted the practice of native advertising to raise digital revenue. This practice offered advertisers a chance to purchase the services of a publication in order to have their story published. The goal of native advertising is for advertising to become invisible to consumers, and to be presented to audiences as if were regular editorial content. The only distinguishing feature is a disclosure, often identifying the accompanying article as being “Sponsored Content,” “Promoted Content”, “Custom Content,” or a “Paid Post.” This research paper discusses the struggles of journalism and digital advertising. It examines the many definitions of native advertising, and the advertising theory of the cool sell, in which advertising moves away from clearly demarcated interruptions and hence disappears from the public eye. It also examines the ethical implications and the possibility of deceiving audiences by presenting adverting as if it were editorial content. The focus of this research paper is in the very disclosures that act as the separation between editorial and advertising content. A total of 688 undergraduate students at the University of Windsor participated in an online survey designed to determine if they could accurately assess the reporting intent of the various disclosures using an even-point Likert scale. Survey participants viewed two native advertisements, each with a randomized disclosure, and answered key questions as to whether they were able to perceive the advertising intent of the article. Results of the study proved inconclusive in determining whether any single disclosure was more effective than any other. This may be attributed to the various challenges in studying native advertising and indicates that perhaps we need to move beyond studying the disclosures and focus more on the ethical issues of the practice

Adversarial behaviours knowledge area

The technological advancements witnessed by our society in recent decades have brought improvements in our quality of life, but they have also created a number of opportunities for attackers to cause harm. Before the Internet revolution, most crime and malicious activity generally required a victim and a perpetrator to come into physical contact, and this limited the reach that malicious parties had. Technology has removed the need for physical contact to perform many types of crime, and now attackers can reach victims anywhere in the world, as long as they are connected to the Internet. This has revolutionised the characteristics of crime and warfare, allowing operations that would not have been possible before. In this document, we provide an overview of the malicious operations that are happening on the Internet today. We first provide a taxonomy of malicious activities based on the attacker’s motivations and capabilities, and then move on to the technological and human elements that adversaries require to run a successful operation. We then discuss a number of frameworks that have been proposed to model malicious operations. Since adversarial behaviours are not a purely technical topic, we draw from research in a number of fields (computer science, criminology, war studies). While doing this, we discuss how these frameworks can be used by researchers and practitioners to develop effective mitigations against malicious online operations.Published versio