Finding dense and isolated submarkets in a sponsored search spending graph

  • Lang K.J. A
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Abstract

Methods for improving sponsored search revenue are often tested or deployed within a small submarket of the larger marketplace. For many applications, the ideal submarket contains a small number of nodes, a large amount of spend-ing within the submarket, and a small amount of spending leaving the submarket. We introduce an efficient algorithm for finding submarkets that are optimal for a user-specified tradeoff between these three quantities. We apply our algo-rithm to find submarkets that are both dense and isolated in a large spending graph from Yahoo! sponsored search.

Author-supplied keywords

  • Experimentation Keywords e-commerce
  • Graph Theory—Network Problems
  • H33 [Information Systems]
  • Theory
  • dense subgraphs
  • parametric flow
  • pareto-optimality
  • sparse cuts
  • sponsored search
  • vector-valued optimization

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Authors

  • Andersen R Lang K.J.

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