Multi-keyword multi-click advertisement option contracts for sponsored search

In sponsored search, advertisement (abbreviated ad) slots are usually sold by a search engine to an advertiser through an auction mechanism in which advertisers bid on keywords. In theory, auction mechanisms have many desirable economic properties. However, keyword auctions have a number of limitations including: the uncertainty in payment prices for advertisers; the volatility in the search engine's revenue; and the weak loyalty between advertiser and search engine. In this paper we propose a special ad option that alleviates these problems. In our proposal, an advertiser can purchase an option from a search engine in advance by paying an upfront fee, known as the option price. He then has the right, but no obligation, to purchase among the pre-specified set of keywords at the fixed cost-per-clicks (CPCs) for a specified number of clicks in a specified period of time. The proposed option is closely related to a special exotic option in finance that contains multiple underlying assets (multi-keyword) and is also multi-exercisable (multi-click). This novel structure has many benefits: advertisers can have reduced uncertainty in advertising; the search engine can improve the advertisers' loyalty as well as obtain a stable and increased expected revenue over time. Since the proposed ad option can be implemented in conjunction with the existing keyword auctions, the option price and corresponding fixed CPCs must be set such that there is no arbitrage between the two markets. Option pricing methods are discussed and our experimental results validate the development. Compared to keyword auctions, a search engine can have an increased expected revenue by selling an ad option.Comment: Chen, Bowei and Wang, Jun and Cox, Ingemar J. and Kankanhalli, Mohan S. (2015) Multi-keyword multi-click advertisement option contracts for sponsored search. ACM Transactions on Intelligent Systems and Technology, 7 (1). pp. 1-29. ISSN: 2157-690

The added value of online user-generated content in traditional methods for influenza surveillance

Abstract There has been considerable work in evaluating the efficacy of using online data for health surveillance. Often comparisons with baseline data involve various squared error and correlation metrics. While useful, these overlook a variety of other factors important to public health bodies considering the adoption of such methods. In this paper, a proposed surveillance system that incorporates models based on recent research efforts is evaluated in terms of its added value for influenza surveillance at Public Health England. The system comprises of two supervised learning approaches trained on influenza-like illness (ILI) rates provided by the Royal College of General Practitioners (RCGP) and produces ILI estimates using Twitter posts or Google search queries. RCGP ILI rates for different age groups and laboratory confirmed cases by influenza type are used to evaluate the models with a particular focus on predicting the onset, overall intensity, peak activity and duration of the 2015/16 influenza season. We show that the Twitter-based models perform poorly and hypothesise that this is mostly due to the sparsity of the data available and a limited training period. Conversely, the Google-based model provides accurate estimates with timeliness of approximately one week and has the potential to complement current surveillance systems

Time-Series Adaptive Estimation of Vaccination Uptake Using Web Search Queries

Estimating vaccination uptake is an integral part of ensuring public health. It was recently shown that vaccination uptake can be estimated automatically from web data, instead of slowly collected clinical records or population surveys. All prior work in this area assumes that features of vaccination uptake collected from the web are temporally regular. We present the first ever method to remove this assumption from vaccination uptake estimation: our method dynamically adapts to temporal fluctuations in time series web data used to estimate vaccination uptake. We show our method to outperform the state of the art compared to competitive baselines that use not only web data but also curated clinical data. This performance improvement is more pronounced for vaccines whose uptake has been irregular due to negative media attention (HPV-1 and HPV-2), problems in vaccine supply (DiTeKiPol), and targeted at children of 12 years old (whose vaccination is more irregular compared to younger children)

Seasonal Web Search Query Selection for Influenza-Like Illness (ILI) Estimation

Influenza-like illness (ILI) estimation from web search data is an important web analytics task. The basic idea is to use the frequencies of queries in web search logs that are correlated with past ILI activity as features when estimating current ILI activity. It has been noted that since influenza is seasonal, this approach can lead to spurious correlations with features/queries that also exhibit seasonality, but have no relationship with ILI. Spurious correlations can, in turn, degrade performance. To address this issue, we propose modeling the seasonal variation in ILI activity and selecting queries that are correlated with the residual of the seasonal model and the observed ILI signal. Experimental results show that re-ranking queries obtained by Google Correlate based on their correlation with the residual strongly favours ILI-related queries

Neural network models for influenza forecasting with associated uncertainty using Web search activity trends.

Influenza affects millions of people every year. It causes a considerable amount of medical visits and hospitalisations as well as hundreds of thousands of deaths. Forecasting influenza prevalence with good accuracy can significantly help public health agencies to timely react to seasonal or novel strain epidemics. Although significant progress has been made, influenza forecasting remains a challenging modelling task. In this paper, we propose a methodological framework that improves over the state-of-the-art forecasting accuracy of influenza-like illness (ILI) rates in the United States. We achieve this by using Web search activity time series in conjunction with historical ILI rates as observations for training neural network (NN) architectures. The proposed models incorporate Bayesian layers to produce associated uncertainty intervals to their forecast estimates, positioning themselves as legitimate complementary solutions to more conventional approaches. The best performing NN, referred to as the iterative recurrent neural network (IRNN) architecture, reduces mean absolute error by 10.3% and improves skill by 17.1% on average in nowcasting and forecasting tasks across 4 consecutive flu seasons

Tracking COVID-19 using online search

Previous research has demonstrated that various properties of infectious diseases can be inferred from online search behaviour. In this work we use time series of online search query frequencies to gain insights about the prevalence of COVID-19 in multiple countries. We first develop unsupervised modelling techniques based on associated symptom categories identified by the United Kingdom's National Health Service and Public Health England. We then attempt to minimise an expected bias in these signals caused by public interest -- as opposed to infections -- using the proportion of news media coverage devoted to COVID-19 as a proxy indicator. Our analysis indicates that models based on online searches precede the reported confirmed cases and deaths by 16.7 (10.2 - 23.2) and 22.1 (17.4 - 26.9) days, respectively. We also investigate transfer learning techniques for mapping supervised models from countries where the spread of disease has progressed extensively to countries that are in earlier phases of their respective epidemic curves. Furthermore, we compare time series of online search activity against confirmed COVID-19 cases or deaths jointly across multiple countries, uncovering interesting querying patterns, including the finding that rarer symptoms are better predictors than common ones. Finally, we show that web searches improve the short-term forecasting accuracy of autoregressive models for COVID-19 deaths. Our work provides evidence that online search data can be used to develop complementary public health surveillance methods to help inform the COVID-19 response in conjunction with more established approaches.Comment: Published in Nature Digital Medicine. Please note that the published version differs from this preprin