Forschung

Die nachfolgende Liste ist eine umfangreiche Sammlung aktueller Forschungsbeiträge zu den Themen Performance Marketing (Suchmaschinen- marketing, Suchmaschinenoptimierung, Affiliate Marketing) und Web 2.0 sowie zugrunde liegenden Technologien. Besonders wichtige oder aktuelle Paper werden auf unserem Blog regelmäßig vorgestellt und erläutert.
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Suchmaschinenmarketing / PPC Advertising

Gebotstrategien und Auktionsmechanismen

C. Borgs, J. Chayes, O. Etesami, N. Immorlica, K. Jain, and M. Mahdian (2007): Dynamics of bid optimization in online advertisement auctions, WWW 2007.
M. Cary, A. Das, B. Edelman, L. Giotis, K. Heimerl, A. Karlin, C. Mathieu, M. Schwarz (2007): Greedy bidding strategies for keyword auctions, ACM Conference on Electronic Commerce, 2007.
T. Roughgarden and M. Sundararajan (2007): Is Efficiency Expensive?, In: 3rd Workshop on Sponsored Search, 2007.
D. Chakrabarty, Y. Zhou and R. Lukose (2007): Budget Constrained Bidding in Keyword Auctions and Online Knapsack Problems. The 3rd Workshop on Sponsored Search Auctions 2007
M. Richardson, E. Dominowska and R. Ragno (2007): Predicting Clicks: Estimating the Click-Through Rate for New Ads, 16th International World Wide Web Conference, 2007.
H. Varian (2006): Position Auctions, UC Berkely Working Paper.
S. Lahai (2006): An analysis of alternative slot auction designs for sponsored search, ACM Conference on Electronic Commerce, 2006.
M. Schwarz, R. Vohra (2006): Two Misconceptions About Internet Advertising, Working Paper
B. K. Szymanski and J.-S. Lee (2006): Impact of ROI on bidding and revenue in sponsored search advertisement auctions. In: Proc. 2nd Workshop on Sponsored Search Auctions, Ann Arbor, MI, 2006.
Y. Zhou, R. Lukose (2006): Vindictive bidding in keyword auctions. In: Second Workshop on Sponsored Search Auctions, ACM Converence on Electronic Commerce, 2006.
G. Iyengar and A. Kumar (2006): Characterizing Optimal Keyword Auctions, Second Workshop on Sponsored Search Auctions, 2006.
Z. Abrams (2006): Revenue maximization when bidders have budgets, In: Proc. SODA, pages 1074–1082, 2006.
B. Edelman and M. Ostrovsky (2005): Strategic bidder behavior in sponsored search auctions. In Workshop on Sponsored Search Auctions, ACM Electronic Commerce, 2005.
B. Kitts, P. Laxminarayan, B. LeBlanc and R. Meech (2005): A formal analysis of search auctions including predictions on click fraud and bidding tactics. In: Workshop on Sponsored Search Auctions, ACM Electronic Commerce, 2005.
B. Edelman, M. Ostrovsky and M. Schwarz (2005): Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. NBER working paper 11765, November 2005.
C. Borgs, J. T. Chayes, O. Etesami, N. Immorlica, and M. Mahdian (2005): Bid Optimization in Online Advertisement Auctions, 2nd Workshop on Sponsored Search Auctions.
A. Animesh, V. Ramachandran, S. Viswanathan (2005): Online Advertisers’ Bidding Strategies for Search, Experience, and Credence Goods: An Empirical Investigation. In: Workshop on Sponsored Search Auctions, in conjunction with the ACM Conference on Electronic Commerce, Vancouver, Canada.
K. Asdemir (2005): Bidding Patterns in Search Engine Auctions. University of Alberta School of Business Working Paper, 2005.
B. Kitts and B. Leblanc (2004): Optimal Bidding on Keyword Auctions. In: Electronic Markets, Volume 14 (3), S.186-201.
A. Animesh, V. Ramachandran, S. Viswanathan (2004): Quality Uncertainty And Adverse Selection In Sponsored Search Markets, Working Papers 05-27, NET Institute, revised Oct 2004.

Keyword Research

H. Wu et al. (2009): Advertising Keyword Generation Using Active Learning, WWW 2009 MADRID!
A. Fuxman et al. (2008): Using the Wisdom of the Crowds for Keyword Generation, WWW 2008 / Refereed Track: Data Mining – Log Analysis
V. Abhishek (2007): Keyword Generation for Search Engine Advertising using Semantic Similarity between Terms, 16th International World Wide Web Conference, 2007.
P. Rusmevichientong, D. Williamson (2006): An adaptive algorithm for selecting profitable keywords for search-based advertising services. ACM Conference on Electronic Commerce 2006: 260-269
M. Sahami and T. Heilman (2006): A web-based kernel function for measuring the similarity of short text snippets. In: Proceedings of the 15th International Conference on World Wide Web
K. Bartz, V. Murthi, S. Sebastian (2006): Logistic Regression and Collaborative Filtering for Sponsored Search Term Recommendation, In: Proceedings of the Second Workshop on Sponsored Search Auctions, 2006.
A. Joshi and R. Motwani (2006): Keyword generation for search engine advertising, In ICDM’06, 2006.

Click Fraud / Klickbetrug

N. Daswani, M. Stoppelman (2007): The Anatomy of Clickbot.A, In: HotBots 2007 Workshop, Cambridge 2007.
B. Jansen (2006): Adversarial Informaton Retrieval Aspects of Sponsored Search. In: the 2nd International Workshop on Adversarial Information Retrieval on the Web (AIRWeb), 2006.
N. Immorlica, K. Jain, M. Mahdian and K. Talwar (2006): Click Fraud Resistant Methods for Learning Click-Through Rates, WINE 2005.
J. Goodman (2005): Pay-Per-Percentage of Impressions: An Advertising Method that is highly robust to Fraud. In: Workshop on Sponsored Search Auctions, 2005.
B. Kitts, P. Laxminarayan, B. LeBlanc and R. Meech (2005): A formal analysis of search auctions including predictions on click fraud and bidding tactics. In: Workshop on Sponsored Search Auctions, ACM Electronic Commerce, 2005.

Empirische Untersuchungen

B. Jansen and M. Resnick (2006): An examination of searchers’ perceptions of non-sponsored and sponsored links during ecommerce Web searching, Journal of the American Society for Information Science and Technology
N. Brooks (2005 a): The Atlas Rank Report: How Search Engine Rank Impacts Traffic, http://atlassolutions.com/pdf/RankReport.pdf; Zugriff 05/2007.
N. Brooks (2005 b): The Atlas Rank Report II: How Search Engine Rank Impacts Conversions,
http://www.atlassolutions.com/pdf/RankReportPart2.pdf; Zugriff 05/2007.

Suchmaschinenoptimierung und Spambekämpfung

Y. Du, Y. Shi, X. Zhao (2007): Using spam farm to boost PageRank, In: Proceedings of the 3rd international workshop on Adversarial information retrieval on the web.
L. Nie, B. Wu and B. Davison (2007): A Cautious Surfer for PageRank. In: Proceedings of the 16th International World Wide Web Conference (WWW), pages 1119–1120, Banff, Canada, May 2007.
H. Saito, M. Toyoda, M. Kitsuregawa and K. Aihara (2007): A Large-Scale Study of Link Spam Detection by Graph Algorithms, Proceedings of the 3rd international workshop on Adversarial information retrieval on the web.
S. Bao, X. Wu, B. Fei, G. Xue, Z. Su, Y. Yu (2007): Optimizing Web Search Using Social Annotation, In: Proc. of The 16th World Wide Web Conference, 2007.
B. Wu (2007): Finding and Fighting Search Engine Spam, Dissertation, Lehigh University.
T. Kovacheva (2007): Automated System for Effective Internet Marketing Campaign (ASEIMC), In: Vth International Conference “Information Research & Applications” i.Tech 2007.
T. Joachims, L. Granka, Bing Pan, H. Hembrooke, F. Radlinski, G. Gay (2007): Evaluating the Accuracy of Implicit Feedback from Clicks and Query Reformulations in Web Search, ACM Transactions on Information Systems (TOIS), Vol. 25, No. 2 (April), 2007.
C. Clarke, E. Agchtein, S. Dumais and R. White (2007): The influence of caption features on clickthrough patterns in web search. To appear in: Proceedings of SIGIR 2007.
R. Raj and V. Krishnan (2006): Web spam detection with anti-trust rank, In: Proc. 2nd International Workshop on Adversarial Information Retrieval on the Web, pages 37-40, 2006.
T. Joachims, L. Granka, B. Pan, H. Hembrooke, F. Radlinski and G. Gay (2007): Evaluating the Accuracy of Implicit Feedback from Clicks and Query Reformulations in Web Search, ACM Transactions on Information Systems (TOIS), Vol. 25, No. 2 (April), 2007.
L. Becchetti, C. Castillo, D. Donato, S. Leonardi and R. Baeza-Yates (2006): Link-based characterization and detection of web spam. In: Proceedings of the 2nd International Workshop on Adversarial Information Retrieval on the Web (AIRWeb), 2006.
A. Ntoulas, M. Najork, M. Manasse and D. Fetterly (2006): Detecting spam web pages through content analysis. In: Proceedings of the World Wide Web conference, pages 83–92, Edinburgh, Scotland, May 2006.
L. Becchetti, C. Castillo, D. Donato, S. Leonardi and R. Baeza-Yates (2006): Using rank propagation and probabilistic counting for link-based spam detection. Tech. report, Dynamically-Evolving, Large-Scale Information Systems, 2006
K. Chellapilla and D. Chickering (2006): Improving Cloaking Detection Using Search Query Popularity and Monetizability. In: The 2nd International Workshop on Adversarial Information Retrieval on the Web (AIRWeb), August 2006.
M. Richardson, A. Prakash and E. Brill (2006): Beyond PageRank: machine learning for static ranking, In: Proceedings of the 15th International Conference on World Wide Web.
A. Carvalho, P. Chirita, E. de Moura, P. Calado, W. Nejdl (2006): Site Level Noise Removal for Search Engines. In: Proceedings of the 15th International World Wide Web Conference, Edinburgh, UK, May, 2006.
B. Wu, V. Goel, and B. Davison (2006): Propagating trust and distrust to demote web spam. In: Proceedings of the WWW2006 Workshop on Models of Trust for the Web (MTW), Edinburgh, Scotland, May 2006.
T. Urvoy, T. Lavergne, P. Filoche (2006): Tracking Web Spam with Hidden Style Similarity, AIRWEB 2006.
A. Benczúr, K. Csalogány and T. Sarlós (2006): Link-based similarity search to fight web spam. In Proc. of AIRWEB 2006, Seattle, 2006.
E. Agichtein, E. Brill and S. Dumais (2006): Improving web search ranking by incorporating user behavior information. In: 29th ACM SIGIR, pages 19–26, Seattle, August 2006.
E. Agichtein, E. Brill, S. Dumais, and R. Ragno (2006): Learning user interaction models for predicting Web search result preferences. In: 29th ACM SIGIR, pages 3–10, Seattle, August 2006.
B. Pan, S. Litvin and T. O’Donnell (2006): Accomodation search query formulation: Implications for search engine marketing, Journal of Vacation Marketing.
S. Dromey, C. Heavin, K. Neville (2005): Combining Website Search Engine Optimization with Advanced Web Log Analysis, ECIS 2005
B. Wu, B. Davison (2005): Identifying Link Farm Spam Pages, In: Proceedings of the 14th International World Wide Web Conference, Industrial Track.
A. Benczur, K. Csalogany, T. Sarlos and M. Uher (2005): Spamrank – fully automatic link spam detection. In First International Workshop on Adversarial Information Retrieval on the Web, 2005
S. Adali, T. Liu and M. Magdon-Ismail (2005): Optimal Link Bombs are Uncoordinated, In: the 1st International Workshop on Adversarial Information Retrieval on the Web (AIRWeb), May 2005.
T. Joachims, L. Granka, B. Pang, H. Hembrooke and G. Gay (2005): Accurately Interpreting Clickthrough Data as Implicit Feedback, In: Proceedings of the Conference on Research and Development in Information Retrieval (SIGIR), 2005.
G. Xue, H. Zeng, Z. Chen, Y. Yu, W. Ma, W. Xi, W. Fan (2004): Optimizing web search using web click-through data, CIKM 2004: 118-126

Web 2.0

G. Koutrika, F. A. Effendi, Z. Gyöngyi, P. Heymann and H. Garcia-Molina (2007): Combating spam in tagging systems, Proceedings of the 3rd international workshop on Adversarial information retrieval on the web.
Wiedmann, K.-P.; Langner, S. (2007): Web 2.0 and Reputation Management, 11th Reputation Institute Conference on Corporate Reputation, Brand Identity & Competitiveness, Oslo, Norway, 2007
E. Curtmola (2007): A Platform for Search in the Big Web 2.0, SIGMOD 2007 PhD Workshop on Innovative Database Research. IDAR 2007.
D. Scott (2007): Bubble 2.0: Organized Online Critique of Web 2.0, For Media in Transition 5: Creativity, Ownership, & Collaboration in the Digital Age. M.I.T., April 27-29, 2007, Cambridge.
Erik Wilde (2007): Declarative Web 2.0, In: Proceedings of the 2007 IEEE International Conference on Information Reuse and Integration, Las Vegas, Nevada, August 2007.
M. Dalal (2007): Personalized social & real-time collaborative search, In: Proceedings of the 16th international conference on World Wide Web, 2007.
D. Best (2006): Web 2.0: Next Big Thing or Next Big Internet Bubble?, Lecture Web Information Systems. Technische Universiteit Eindhoven.
T. Hammond, T. Hannay, B. Lund and J. Scott (2005): Social Bookmarking Tools (I): A General Review. In: D-Lib Magazine 11, Nr. 4, 2005

Affiliate Marketing

P. Fox and and J. Wareham (2007): Controlling your brand: Contractual restrictions placed by Internet retailers on affiliate marketing activities in Spain, 20th Bled eConference eMergence: Merging and Emerging Technologies, Processes, and Institutions.
Libai, B., Biyalogorsky, E. and Gerstner, E. (2003): Setting referral fees in affiliate marketing, Journal of Service Research. 5(4): 303-315.

Online Marketing (allgemein)

J. Lindic (2007): How do Corporations Use Internet for Public Relations?, 19th Bled eConference eValues.
Economist Intelligence Unit (Author unknown) (2006): The future of marketing – From monologue to dialogue, Economist Intelligence Unit, White Paper.

Mobile Marketing

D. Wiedemann (2007): Exploring the Concept of Mobile Viral Marketing through Case Study Research. In: König-Ries, B.; Lehner, F.; Malaka, R.; Türker, C. (Hrsg.): MMS 2007: Mobilität und mobile Informationssysteme. 2nd conference of GI-Fachgruppe MMS, March 6th. Bd. P-104, Aachen, Germany 2007, S.49-60.
R. Vatanparast (2007): Piercing the Fog of Mobile Advertising, The Sixth International Conference on Mobile Business, 2007, Toronto, Ontario, Canada.
K. Church, B. Smyth, M. Keane (2006): Evaluating interfaces for intelligent mobile search, Proceedings of the 2006 international cross-disciplinary workshop on Web accessibility.
M. Kamvar, S. Baluja (2006): A Large Scale Study of Wireless Search Behavior: Google Mobile Search, In: SIGCHI-2006: Computer Human Interaction.
K. Pousttchi, D. Wiedemann (2006): Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research. International Conference on Mobile Business (ICMB). IEEE Computer Society Press. Copenhagen, Denmark 2006, S.1-8.
K. Church, B. Smyth, M. Keane (2005): Towards More Intelligent Mobile Search, In: IJCAI ’05: Proceedings of the 19th International Joint Conference on Artificial Intelligence, pages 1675–1676, Edinburgh, Scotland, 2005.
R. Bulander, M. Decker, B. Kölmel, G. Schiefer (2005): Enabling Personalized and Context Sensitive Mobile Advertising while Guaranteeing Data Protection. In: Kushchu, I., Kuscu, M. H.: Proceedings of EURO mGOV 2005, Mobile Government Consortium International LLC, Brighton, UK, 2005, pages 455–454.
M. Leppäniemi, H. Karjaluoto and J. Salo (2004): The success factors of mobile advertising value chain, Ebusiness Review IV, pages 93–97.

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