Investigating customer click through behaviour with integrated sponsored and nonsponsored results

This paper reports findings from a study investigating the effect of integrating sponsored and nonsponsored search engine links into a single web listing. The premise underlying this research is that web searchers are chiefly interested in relevant results. Given the reported negative bias that web searchers have concerning sponsored links, separate listings may be a disservice to web searchers as it might not direct them to relevant websites. Some web meta-search engines integrate sponsored and nonsponsored links into a single listing. Using a web search engine log of over 7 million interactions from hundreds of thousands of users from a major web meta-search engine, we analysed the click-through patterns for both sponsored and nonsponsored links. We also classified web queries as informational, navigational and transactional based on the expected type of content and analysed the click-through patterns of each classification. The findings show that for more than 35% of queries, there are no clicks on any result. More than 80% of web queries are informational in nature and approximately 10% are transactional, and 10% navigational. Sponsored links account for approximately 15% of all clicks. Integrating sponsored and nonsponsored links does not appear to increase the clicks on sponsored listings. We discuss how these research results could enhance future sponsored search platforms.

An Optimal Mechanism for Sponsored Search Auctions on the Web and Comparison With Other Mechanisms

In this paper, we first describe a framework to model the sponsored search auction on the web as a mechanism design problem. Using this framework, we describe two well-known mechanisms for sponsored search auction-Generalized Second Price (GSP) and Vickrey-Clarke-Groves (VCG). We then derive a new mechanism for sponsored search auction which we call optimal (OPT) mechanism. The OPT mechanism maximizes the search engine's expected revenue, while achieving Bayesian incentive compatibility and individual rationality of the advertisers. We then undertake a detailed comparative study of the mechanisms GSP, VCG, and OPT. We compute and compare the expected revenue earned by the search engine under the three mechanisms when the advertisers are symmetric and some special conditions are satisfied. We also compare the three mechanisms in terms of incentive compatibility, individual rationality, and computational complexity. Note to Practitioners-The advertiser-supported web site is one of the successful business models in the emerging web landscape. When an Internet user enters a keyword (i.e., a search phrase) into a search engine, the user gets back a page with results, containing the links most relevant to the query and also sponsored links, (also called paid advertisement links). When a sponsored link is clicked, the user is directed to the corresponding advertiser's web page. The advertiser pays the search engine in some appropriate manner for sending the user to its web page. Against every search performed by any user on any keyword, the search engine faces the problem of matching a set of advertisers to the sponsored slots. In addition, the search engine also needs to decide on a price to be charged to each advertiser. Due to increasing demands for Internet advertising space, most search engines currently use auction mechanisms for this purpose. These are called sponsored search auctions. A significant percentage of the revenue of Internet giants such as Google, Yahoo!, MSN, etc., comes from sponsored search auctions. In this paper, we study two auction mechanisms, GSP and VCG, which are quite popular in the sponsored auction context, and pursue the objective of designing a mechanism that is superior to these two mechanisms. In particular, we propose a new mechanism which we call the OPT mechanism. This mechanism maximizes the search engine's expected revenue subject to achieving Bayesian incentive compatibility and individual rationality. Bayesian incentive compatibility guarantees that it is optimal for each advertiser to bid his/her true value provided that all other agents also bid their respective true values. Individual rationality ensures that the agents participate voluntarily in the auction since they are assured of gaining a non-negative payoff by doing so.

Time series analysis of a Web search engine transaction log

In this paper, we use time series analysis to evaluate predictive scenarios using search engine transactional logs. Our goal is to develop models for the analysis of searchers’ behaviors over time and investigate if time series analysis is a valid method for predicting relationships between searcher actions. Time series analysis is a method often used to understand the underlying characteristics of temporal data in order to make forecasts. In this study, we used a Web search engine transactional log and time series analysis to investigate users’ actions. We conducted our analysis in two phases. In the initial phase, we employed a basic analysis and found that 10% of searchers clicked on sponsored links. However, from 22:00 to 24:00, searchers almost exclusively clicked on the organic links, with almost no clicks on sponsored links. In the second and more extensive phase, we used a one-step prediction time series analysis method along with a transfer function method. The period rarely affects navigational and transactional queries, while rates for transactional queries vary during different periods. Our results show that the average length of a searcher session is approximately 2.9 interactions and that this average is consistent across time periods. Most importantly, our findings shows that searchers who submit the shortest queries (i.e., in number of terms) click on highest ranked results. We discuss implications, including predictive value, and future research.

Comparing codes of ethics among the top companies in Australia, Canada and the USA

In the twentieth century, industrialized economies around the world enacted legislation to protect free and fair trade. These legislative initiatives were often precipitated by exposure to unethical business practices. With the fairly recent corporate business scandals around the world, ethics is once again at the forefront of concerns about commercial exchanges. This situation has become more complex with the globalization of commercial trade. Subsequently, there have been various attempts by international organizations to regulate the conduct of global corporations. One key technique to try to regulate the conduct of corporation is the use of codes of ethics. This study examines corporate codes of ethics and the measures in place to communicate the ethos of the codes to both internal and external stakeholders in three countries. A questionnaire that was non-sponsored and unsolicited was sent to the top companies operating in the private sector within Australia, Canada and the USA. Nine key areas of corporate ethics are examined and they are divided into two categories as follows:

Regulation
Consequences for a Breach
Ethical Perfonnance Appraisal
Conduct Ethical Audits

Staff Support
Support of Whistle blowers
Guide to Strategic Planning
Ethics Committee
Ethics Training Committee
Staff Training
Ethics Ombudsman.

Contribution à la validation du modèle cognitif du trouble obsessionnel- compulsif : le rôle des expériences de l’enfance et des états affectifs

Depuis une vingtaine d’années, le modèle cognitif basé sur les interprétations (Groupe de recherche sur la cognition dans le trouble obsessionnel compulsif [OCCWG], 1997, 2001, 2003, 2005) représente le modèle psychologique de l’étiologie et du maintien du TOC le plus étudié au plan empirique. Cependant, peu de recherches ont porté sur les deux postulats importants du modèle touchant respectivement le développement des croyances liées à l’obsessionnalité et la contribution des états affectifs au maintien des interprétations et des croyances (réactivité cognitive). L’objectif de cette thèse est de contribuer à la validation empirique de ces postulats. Fondé sur un devis corrélationnel dans un échantillon de participants mixte (participants troubles obsessionnels-compulsifs et participants non cliniques), le premier article étudie les liens entre les expériences de l’enfance et la présence de croyances obsessionnelles chez l’adulte. Deux modèles alternatifs sont comparés qui représentent d’une part un lien spécifique, et d’autre part un lien non spécifique entre les expériences de l’enfance et les croyances obsessionnelles adultes. Les résultats suggèrent la présence à la fois de relations spécifiques et non spécifiques entre les expériences de l’enfance et les croyances adultes. Les expériences de l’enfance et les domaines de croyance obsessionnels qui montrent des liens spécifiques sont ceux relatifs à la responsabilité, à la perception du danger, et au perfectionnisme. En contrepartie, les expériences de l’enfance relatives à la perception de danger et dans une moindre mesure la sociotropie, apparaissent étroitement liés à la plupart des domaines de croyances adultes (intolérance à l’incertitude, surestimation du danger, importance et contrôle des pensées). Dans la seconde étude, nous nous intéressons à la mesure et l’analyse longitudinales de la réactivité cognitive telle qu’elle s’exprime dans l’environnement naturel de huit participants troubles obsessionnels-compulsifs de type ruminateur. Par le biais de huit protocoles à cas uniques intensifs, l’analyse de contingence entre les scores quotidiens d’humeur (4 états émotionnels cotés par participant) et d’interprétations (une interprétation idiographique des intrusions par participant) permet d’établir une mesure de l’importance de la réactivité cognitive chez chaque participant. Ces résultats sont ensuite analysés du point de vue des postulats principaux de deux modèles spécifiques de la réactivité cognitive (modèle de l’Infusion de l’affect [Forgas, 2008] et modèle de l’Humeur comme intrant [Meeten & Davey, 2011]. Ainsi, les analyses intra-individuelles répétées trans-comportements) et interindividuelles (trans-participants) permettent d’illustrer le rôle proximal déterminant des stratégies de traitement de l’information (traitement systématique; traitement superficiel; traitement altéré) employées par les participants. En résumé, les résultats obtenus dans ces deux études fournissent des données utiles à la poursuite de la validation du modèle des interprétations du TOC. Dans la première étude, l’identification de liens spécifiques entre les EE et les croyances obsessionnelles soutient la séquence étiologique postulée, alors que l’identification de liens non spécifiques suggère que d’autres trajectoires étiologiques peuvent être pertinentes. Dans la seconde étude, l’analyse longitudinale et naturaliste des covariations humeur – interprétations se révèle d’abord féconde à identifier les phénomènes de réactivité cognitive postulés dans le modèle des interprétations. Ensuite, en conformité aux modèles intégrés de la réactivité cognitive, l’analyse des liens entre cette réactivité et les stratégies privilégiées de neutralisation des participants permet d’identifier le rôle clé des différentes stratégies de traitement de l’information dans la réactivité cognitive.

Contribution à la validation du modèle cognitif du trouble obsessionnel- compulsif : le rôle des expériences de l’enfance et des états affectifs

Depuis une vingtaine d’années, le modèle cognitif basé sur les interprétations (Groupe de recherche sur la cognition dans le trouble obsessionnel compulsif [OCCWG], 1997, 2001, 2003, 2005) représente le modèle psychologique de l’étiologie et du maintien du TOC le plus étudié au plan empirique. Cependant, peu de recherches ont porté sur les deux postulats importants du modèle touchant respectivement le développement des croyances liées à l’obsessionnalité et la contribution des états affectifs au maintien des interprétations et des croyances (réactivité cognitive). L’objectif de cette thèse est de contribuer à la validation empirique de ces postulats. Fondé sur un devis corrélationnel dans un échantillon de participants mixte (participants troubles obsessionnels-compulsifs et participants non cliniques), le premier article étudie les liens entre les expériences de l’enfance et la présence de croyances obsessionnelles chez l’adulte. Deux modèles alternatifs sont comparés qui représentent d’une part un lien spécifique, et d’autre part un lien non spécifique entre les expériences de l’enfance et les croyances obsessionnelles adultes. Les résultats suggèrent la présence à la fois de relations spécifiques et non spécifiques entre les expériences de l’enfance et les croyances adultes. Les expériences de l’enfance et les domaines de croyance obsessionnels qui montrent des liens spécifiques sont ceux relatifs à la responsabilité, à la perception du danger, et au perfectionnisme. En contrepartie, les expériences de l’enfance relatives à la perception de danger et dans une moindre mesure la sociotropie, apparaissent étroitement liés à la plupart des domaines de croyances adultes (intolérance à l’incertitude, surestimation du danger, importance et contrôle des pensées). Dans la seconde étude, nous nous intéressons à la mesure et l’analyse longitudinales de la réactivité cognitive telle qu’elle s’exprime dans l’environnement naturel de huit participants troubles obsessionnels-compulsifs de type ruminateur. Par le biais de huit protocoles à cas uniques intensifs, l’analyse de contingence entre les scores quotidiens d’humeur (4 états émotionnels cotés par participant) et d’interprétations (une interprétation idiographique des intrusions par participant) permet d’établir une mesure de l’importance de la réactivité cognitive chez chaque participant. Ces résultats sont ensuite analysés du point de vue des postulats principaux de deux modèles spécifiques de la réactivité cognitive (modèle de l’Infusion de l’affect [Forgas, 2008] et modèle de l’Humeur comme intrant [Meeten & Davey, 2011]. Ainsi, les analyses intra-individuelles répétées trans-comportements) et interindividuelles (trans-participants) permettent d’illustrer le rôle proximal déterminant des stratégies de traitement de l’information (traitement systématique; traitement superficiel; traitement altéré) employées par les participants. En résumé, les résultats obtenus dans ces deux études fournissent des données utiles à la poursuite de la validation du modèle des interprétations du TOC. Dans la première étude, l’identification de liens spécifiques entre les EE et les croyances obsessionnelles soutient la séquence étiologique postulée, alors que l’identification de liens non spécifiques suggère que d’autres trajectoires étiologiques peuvent être pertinentes. Dans la seconde étude, l’analyse longitudinale et naturaliste des covariations humeur – interprétations se révèle d’abord féconde à identifier les phénomènes de réactivité cognitive postulés dans le modèle des interprétations. Ensuite, en conformité aux modèles intégrés de la réactivité cognitive, l’analyse des liens entre cette réactivité et les stratégies privilégiées de neutralisation des participants permet d’identifier le rôle clé des différentes stratégies de traitement de l’information dans la réactivité cognitive.

Trademark Licensing in Keyword Advertising

This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks.

Spectral Efficiency of Channel-Aware Schedulers in Non-identical Composite Links with Interference

Accurate system planning and performance evaluation requires knowledge of the joint impact of scheduling, interference, and fading. However, current analyses either require costly numerical simulations or make simplifying assumptions that limit the applicability of the results. In this paper, we derive analytical expressions for the spectral efficiency of cellular systems that use either the channel-unaware but fair round robin scheduler or the greedy, channel-aware but unfair maximum signal to interference ratio scheduler. As is the case in real deployments, non-identical co-channel interference at each user, both Rayleigh fading and lognormal shadowing, and limited modulation constellation sizes are accounted for in the analysis. We show that using a simple moment generating function-based lognormal approximation technique and an accurate Gaussian-Q function approximation leads to results that match simulations well. These results are more accurate than erstwhile results that instead used the moment-matching Fenton-Wilkinson approximation method and bounds on the Q function. The spectral efficiency of cellular systems is strongly influenced by the channel scheduler and the small constellation size that is typically used in third generation cellular systems.

Youth Work and Schools in ‘Full-day’ education systems: International Comparison of Links between Formal and Non-formal Education

In this article I will outline the methodological approach of a non-empirical comparative research project which I began in 2003. The project is situated in the context of the research training group “Youth Welfare in Transition” at the universities of Bielefeld and Dortmund, funded by the German Research Council (Deutsche Forschungsgemeinschaft). In that context I have organised an international conference about the modes of cooperation between school and youth work agencies with colleagues from Canada, France, Finland, Italy, Japan, the Netherlands, Russia, Switzerland, the United Kingdom, the United States, Israel, and Germany. Meeting in Bielefeld from the 9th to the 11th of October 2003, we compared the respective national arrangements of formal and non-formal education (www.uni-bielefeld.de/paedagogik/agn/ag8/Ganztagsbildung.html). This note is based on the scheme of comparison which was given to the contributors in order to help them preparing their presentations. At the moment the scheme is nearing completed with significant data prepared by the contributors/authors (see Otto/Coelen 2004), supplemented with data from research works published in German and English. The next step will be to set up an empirical project about the relationships between schools and youth work agencies in three European countries (probably France, Finland and the Netherlands).

Efficient optimisation of per-channel pre-compensation in WDM 20-Gbit/s RZ-DPSK transmission in non-slope matched submarine links

We propose a computationally efficient method to the per-channel dispersion optimisation applied to 50 GHz-spaced N × 20-Gbit/s wavelength division multiplexing return-to-zero differential phase shift keying transmission in non-zero dispersion-shifted fibre based submarine systems. Crown Copyright © 2010.

Performance analysis of 20 Gbit/s RZ-DPSK non-slope matched transoceanic submarine links

This paper studies the performance of a typical non-slope matched transoceanic submarine link using 20Gb/s channel rate and RZ-DPSK modulation with different duty cycles. Through comparison with direct error counting, we have also demonstrated the limitations of the available numerical approaches to the BER estimation for return-to-zero differential phase-shift keying (RZ-DPSK). The numerical results have been confirmed by experiments, and indicate that 20 Gb/s RZ-DPSK transmission is a feasible technique for the upgrade of existing submarine links.

Performance analysis of 20 Gb/s RZ-DPSK non-slope matched transoceanic submarine links

Direct computation of the bit-error rate (BER) and laboratory experiments are used to assess the performance of a non-slope matched transoceanic submarine transmission link operating at 20Gb/s channel rate and employing return-to-zero differential-phase shift keying (RZ-DPSK) signal modulation. Using this system as an example, we compare the accuracies of the existing theoretical approaches to the BER estimation for the RZ-DPSK format.

Performance analysis of 20 Gbit/s RZ-DPSK non-slope matched transoceanic submarine links

This paper studies the performance of a typical non-slope matched transoceanic submarine link using 20Gb/s channel rate and RZ-DPSK modulation with different duty cycles. Through comparison with direct error counting, we have also demonstrated the limitations of the available numerical approaches to the BER estimation for return-to-zero differential phase-shift keying (RZ-DPSK). The numerical results have been confirmed by experiments, and indicate that 20 Gb/s RZ-DPSK transmission is a feasible technique for the upgrade of existing submarine links.

Efficient optimisation of per-channel pre-compensation in WDM 20-Gbit/s RZ-DPSK transmission in non-slope matched submarine links

We propose a computationally efficient method to the per-channel dispersion optimisation applied to 50 GHz-spaced N × 20-Gbit/s wavelength division multiplexing return-to-zero differential phase shift keying transmission in non-zero dispersion-shifted fibre based submarine systems. Crown Copyright © 2010.

Performance analysis of 20Gb/s RZ-DPSK non-slope matched transoceanic submarine links

Direct computation of the bit-error rate (BER) and laboratory experiments are used to assess the performance of a non-slope matched transoceanic submarine transmission link operating at 20Gb/s channel rate and employing return-to-zero differential-phase shift keying (RZ-DPSK) signal modulation. Using this system as an example, we compare the accuracies of the existing theoretical approaches to the BER estimation for the RZ-DPSK format. © 2007 Optical Society of America.