On peculiarities of positional effects in sponsored search

Vyacheslav Alipov, Valery Topinsky, Ilya Trofimov

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

Click logs provide a unique and highly valuable source of human judgments on ads' relevance. However, clicks are heavily biased by lots of factors. Two main factors that are widely acknowledged to be the most influential ones are neighboring ads and presentation order. The latter is referred to as positional effect. A popular practice to recover the ads quality cleaned from positional bias is to adopt click models based on examination or cascade hypothesis originally developed for organic search. In this paper we show the strong evidence that this practice is far from perfection when considering the top ads block on a search engine result page (SERP). We show that cascade hypothesis is the most questionable one because of important differences between organic and sponsored search results that may encourage-users to analyze the whole ads-block before clicking. Additionally, we design a testing setup for an unbiased evaluation of click model prediction accuracy.

Original languageEnglish
Title of host publicationSIGIR 2014 - Proceedings of the 37th International ACM SIGIR Conference on Research and Development in Information Retrieval
PublisherAssociation for Computing Machinery
Pages1015-1018
Number of pages4
ISBN (Print)9781450322591
DOIs
Publication statusPublished - 2014
Externally publishedYes
Event37th International ACM SIGIR Conference on Research and Development in Information Retrieval, SIGIR 2014 - Gold Coast, QLD, Australia
Duration: 6 Jul 201411 Jul 2014

Publication series

NameSIGIR 2014 - Proceedings of the 37th International ACM SIGIR Conference on Research and Development in Information Retrieval

Conference

Conference37th International ACM SIGIR Conference on Research and Development in Information Retrieval, SIGIR 2014
Country/TerritoryAustralia
CityGold Coast, QLD
Period6/07/1411/07/14

Keywords

  • Click model
  • Experiment
  • Positional effect
  • Sponsored search

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