Keyword Targeting Optimization in Sponsored Search Advertising: Combining Selection and Matching

In sponsored search advertising (SSA), advertisers need to select keywords and determine matching types for selected keywords simultaneously, i.e., keyword targeting. An optimal keyword targeting strategy guarantees reaching the right population effectively. This paper aims to address the keyword targeting problem, which is a challenging task because of the incomplete information of historical advertising performance indices and the high uncertainty in SSA environments. First, we construct a data distribution estimation model and apply a Markov Chain Monte Carlo method to make inference about unobserved indices (i.e., impression and click-through rate) over three keyword matching types (i.e., broad, phrase and exact). Second, we formulate a stochastic keyword targeting model (BB-KSM) combining operations of keyword selection and keyword matching to maximize the expected profit under the chance constraint of the budget, and develop a branch-and-bound algorithm incorporating a stochastic simulation process for our keyword targeting model. Finally, based on a realworld dataset collected from field reports and logs of past SSA campaigns, computational experiments are conducted to evaluate the performance of our keyword targeting strategy. Experimental results show that, (a) BB-KSM outperforms seven baselines in terms of profit; (b) BB-KSM shows its superiority as the budget increases, especially in situations with more keywords and keyword combinations; (c) the proposed data distribution estimation approach can effectively address the problem of incomplete performance indices over the three matching types and in turn significantly promotes the performance of keyword targeting decisions. This research makes important contributions to the SSA literature and the results offer critical insights into keyword management for SSA advertisers.Comment: 38 pages, 4 figures, 5 table

Position Auctions with Consumer Search

This paper examines a model in which advertisers bid for "sponsored-link" positions on a search engine. The value advertisers derive from each position is endogenized as coming from sales to a population of consumers who make rational inferences about rm qualities and search optimally. Consumer search strategies, equilibrium bidding, and the welfare benefits of position auctions are analyzed. Implications for reserve prices and a number of other auction design questions are discussed.National Science Foundation (U.S.) (grant SES-0550897)National Science Foundation (U.S.) (grant SES-0351500)Toulouse Network for Information Technolog

Confusion Over Use: Contextualism in Trademark Law

This paper tackles an intellectual property theory that many scholars regard as fundamental to future policy debates over the scope of trademark protection: the trademark use theory. We argue that trademark use theory is flawed and should be rejected. The adoption of trademark use theory has immediate practical implications for disputes about the use of trademarks in online advertising, merchandising, and product design, and has long-term consequences for other trademark generally. We critique the theory both descriptively and prescriptively. We argue that trademark use theory over-extends the search costs rationale for the trademark system, and that it unhelpfully elevates formalism over contextual analysis in trademark law rulemaking. The theory seeks determinate trademark rules in order to encourage a climate of certainty for innovators, but the concepts on which it is founded are likely to degenerate. We show that trademark use theorists ignores the multivalence of trademark law, and that adopting trademark use doctrines would result in less transparent trademark decisionmaking. Instead, we propose that trademark law retain its traditional preference for contextual analysis. We show in particular how a contextual analysis would offer an approach to trademark disputes involving online advertising that better captures the potential of trademark law to police new information markets. Our analysis contemplates individualized assessments according to common law standards, but opens up policy space for the development of limited statutory safe harbors for intermediaries such as search engines

A Free Exchange e-Marketplace for Digital Services

The digital era is witnessing a remarkable evolution of digital services. While the prospects are countless, the e-marketplaces of digital services are encountering inherent game-theoretic and computational challenges that restrict the rational choices of bidders. Our work examines the limited bidding scope and the inefficiencies of present exchange e-marketplaces. To meet challenges, a free exchange e-marketplace is proposed that follows the free market economy. The free exchange model includes a new bidding language and a double auction mechanism. The rule-based bidding language enables the flexible expression of preferences and strategic conduct. The bidding message holds the attribute-valuations and bidding rules of the selected services. The free exchange deliberates on attributes and logical bidding rules for automatic deduction and formation of elicited services and bids that result in a more rapid self-managed multiple exchange trades. The double auction uses forward and reverse generalized second price auctions for the symmetric matching of multiple digital services of identical attributes and different quality levels. The proposed double auction uses tractable heuristics that secure exchange profitability, improve truthful bidding and deliver stable social efficiency. While the strongest properties of symmetric exchanges are unfeasible game-theoretically, the free exchange converges rapidly to the social efficiency, Nash truthful stability, and weak budget balance by multiple quality-levels cross-matching, constant learning and informs at repetitive thick trades. The empirical findings validate the soundness and viability of the free exchange

Strategic Human Resource Management Practices and Employees’ Career Development in Selected Commercial Banks in Lagos State, Nigeria

The objective of the study is to investigate the effect of strategic human resource management practices on employees’ career development of selected commercial banks in Lagos State.The survey research design was adopted for the study. A sample size of 450 was drawn from the 1,399 employees of nine (9) commercial banks. The simple random sampling and stratified random sampling techniques were adopted to select the respondents. This was adopted to ensure that different groups of the population were adequately represented. The proportional stratified sampling technique was further used to select equal sample of 50 from each of the banks surveyed. The reliability of the study instrument was conducted by means of Cronbach’s Alpha. It was hypothesised that strategic human resources management practices do not affect employees’ career development in commercial banks in Lagos State. From the test of hypothesis, it was found that strategic human resources management practices have a significant effect on employee career development of commercial banks in Lagos State. The findings obtained from the multiple regression analysis indicates that the independent variables, that is, strategic human resource management practices (business and human resource strategy, human resource planning, strategic employment practices, performance appraisal practices and employee retention) have significant effect on the dependent variable (employee career development) of the commercial banks surveyed.It is hereby recommended that for organizations to achieve optimal performance and effective employees’ career development, strategic human resource management practices should be embraced and adopted. Keywords: Strategic Human Resource Management Practices, Employees’ Career Development, Commercial Banks

CHORUS Deliverable 2.2: Second report - identification of multi-disciplinary key issues for gap analysis toward EU multimedia search engines roadmap

After addressing the state-of-the-art during the first year of Chorus and establishing the existing landscape in multimedia search engines, we have identified and analyzed gaps within European research effort during our second year. In this period we focused on three directions, notably technological issues, user-centred issues and use-cases and socio- economic and legal aspects. These were assessed by two central studies: firstly, a concerted vision of functional breakdown of generic multimedia search engine, and secondly, a representative use-cases descriptions with the related discussion on requirement for technological challenges. Both studies have been carried out in cooperation and consultation with the community at large through EC concertation meetings (multimedia search engines cluster), several meetings with our Think-Tank, presentations in international conferences, and surveys addressed to EU projects coordinators as well as National initiatives coordinators. Based on the obtained feedback we identified two types of gaps, namely core technological gaps that involve research challenges, and “enablers”, which are not necessarily technical research challenges, but have impact on innovation progress. New socio-economic trends are presented as well as emerging legal challenges

Semantic discovery and reuse of business process patterns

Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse