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1、外文翻译WarringtonCollegeofBusinessMaterialSource:IEEEpresss,2007Author:JuanFengThepracticeofsponsoredsearchadvertising—whereadvertiserspayafeetoappearalorgsideparticularWebsearchresults—isnowoneofthelargestandfastestgrowingsourceofrevenueforWebsearchengines.Wemo
2、delandcompareseveralmechanismsforallocatingsponsoredslots,includingstylizedversionsofthoseusedbyOvertureandGoogle,thetwobiggestbrokersofsponsoredsearch.Theperformanceofthesemechanismsdependsonthedegreeofcorrelationbetweenproviders'willingnesstopayandtheirrelev
3、ancetothesearchterm.Rankingprovidersbasedontheproductofrelevanceandbidpriceperformswellandisrobustacrossvaryingdegreesofcorrelation.Rankingpurelybasedonbidpricefaresnearlyaswellwhenbidsandrelevancearepositivelycorrelated(theexpectedregime),andisfurtherenhanced
4、byaddinganeditorialfilter.Regardlessoftheallocationmechanism,sponsoredsearchrevenuesarelowerwhenusers'attentiondecaysquicklyatlowerranks,emphasizingtheneedtodevelopbetteruserinterfacesandcontrolfeatures.Thesearchenginecanaddressinitialinscienceofrelevancescore
5、sbymodifyingrankallocationsovertimeasitobservesclickthroughsateachrank.Weproposearank-revisionstrategythatweightsclicksonlowerrankeditemsmorethanclicksonhigherrankeditems.Thismethodisshowntoconvergetotheoptimal(maximumrevenue)orderingfasterandmoreconsistentlyt
6、hanothermethods.InternetsearchenginesindexbillionsofWebpagesandemployinformationretrievalalgorithmstodisplay,inresponsetoauser'squery,linkstoWebpagesdeemedrelevanttothequery.Thesepagesmightrepresentcommercialfirmssellinggoodsorservices,informationsites,governm
7、ententities,etc.LawrenceandGiles(1999)estimatedthepubliclyindexableWebat800millionpages,containing6terabytesoftextdataon2.8millionservers;today,InternetstatisticsindicatethatthepubliclyindexableWebcontainsbillionsofpages,servedbyover40millionWebservers.Duetoth
8、isvastamountofinformation,searchenginesactasan5informationgatewaytomanysearchanddecision-makingtasks.Morethan50%ofWebusersvisitasearchengineeveryfewdays,theleadingsearchengine(Goog
