Traditionally the probabilistic ranking principle is used to rank the search results while the ranking based on expected profits is used for paid placement of ads. These rankings try to maximize the expected utilities based on the user click models. Recent empirical analysis on search engine logs suggests a unified click models for both ranked ads and search results. The segregated view of document and ad rankings does not consider this commonality. Further, the used models consider parameters of (i) probability of the user abandoning browsing results (ii) perceived relevance of result snippets. But how to consider them for improved ranking is unknown currently. In this paper, we propose a generalized ranking function---namely "Click Efficiency (CE)"---for documents and ads based on empirically proven user click models. The ranking considers parameters (i) and (ii) above, optimal and has the same time complexity as sorting. To exploit its generality, we examine the reduced forms of CE ranking under different assumptions enumerating a hierarchy of ranking functions. Some of the rankings in the hierarchy are currently used ad and document ranking functions; while others suggest new rankings. While optimality of ranking is sufficient for document ranking, applying CE ranking to ad auctions requires an appropriate pricing mechanism. We incorporate a second price based pricing mechanism with the proposed ranking. Our analysis proves several desirable properties including revenue dominance over VCG for the same bid vector and existence of a Nash Equilibrium in pure strategies. The equilibrium is socially optimal, and revenue equivalent to the truthful VCG equilibrium. Further, we relax the independence assumption in CE ranking and analyze the diversity ranking problem. We show that optimal diversity ranking is NP-Hard in general, and that a constant time approximation is unlikely.
User behavior studies in click models validate the ranking function introduced. There are a number of position based and cascade models studied recently @cite_13 @cite_5 @cite_10 @cite_9 @cite_29 . In particular, General Click Model (GCM) by Zhu @cite_29 is interesting for us, since other click models are special cases of GCM. Zhu @cite_29 have listed assumptions under which the GCM would reduce to other click models. We will discuss the relations of our model to GCM below. Optimizing utilities of two dimensional placement of search results has been studied by Chierichetti @cite_22
@cite_22 @cite_10 @cite_9 @cite_29 @cite_5 @cite_13
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Recent advances in search users' click modeling consider both users' search queries and click skip behavior on documents to infer the user's perceived relevance. Most of these models, including dynamic Bayesian networks (DBN) and user browsing models (UBM), use probabilistic models to understand user click behavior based on individual queries. The user behavior is more complex when her actions to satisfy her information needs form a search session, which may include multiple queries and subsequent click behaviors on various items on search result pages. Previous research is limited to treating each query within a search session in isolation, without paying attention to their dynamic interactions with other queries in a search session. Investigating this problem, we consider the sequence of queries and their clicks in a search session as a task and propose a task-centric click model (TCM). TCM characterizes user behavior related to a task as a collective whole. Specifically, we identify and consider two new biases in TCM as the basis for user modeling. The first indicates that users tend to express their information needs incrementally in a task, and thus perform more clicks as their needs become clearer. The other illustrates that users tend to click fresh documents that are not included in the results of previous queries. Using these biases, TCM is more accurately able to capture user search behavior. Extensive experimental results demonstrate that by considering all the task information collectively, TCM can better interpret user click behavior and achieve significant improvements in terms of ranking metrics of NDCG and perplexity. Recent advances in click model have positioned it as an attractive method for representing user preferences in web search and online advertising. Yet, most of the existing works focus on training the click model for individual queries, and cannot accurately model the tail queries due to the lack of training data. Simultaneously, most of the existing works consider the query, url and position, neglecting some other important attributes in click log data, such as the local time. Obviously, the click through rate is different between daytime and midnight. In this paper, we propose a novel click model based on Bayesian network, which is capable of modeling the tail queries because it builds the click model on attribute values, with those values being shared across queries. We called our work General Click Model (GCM) as we found that most of the existing works can be special cases of GCM by assigning different parameters. Experimental results on a large-scale commercial advertisement dataset show that GCM can significantly and consistently lead to better results as compared to the state-of-the-art works. Understanding user browsing behavior in web search is key to improving web search effectiveness. Many click models have been proposed to explain or predict user clicks on search engine results. They are based on the probabilistic graphical model (PGM) framework, in which user behavior is represented as a sequence of observable and hidden events. The PGM framework provides a mathematically solid way to reason about a set of events given some information about other events. But the structure of the dependencies between the events has to be set manually. Different click models use different hand-crafted sets of dependencies. We propose an alternative based on the idea of distributed representations: to represent the user's information need and the information available to the user with a vector state. The components of the vector state are learned to represent concepts that are useful for modeling user behavior. And user behavior is modeled as a sequence of vector states associated with a query session: the vector state is initialized with a query, and then iteratively updated based on information about interactions with the search engine results. This approach allows us to directly understand user browsing behavior from click-through data, i.e., without the need for a predefined set of rules as is customary for PGM-based click models. We illustrate our approach using a set of neural click models. Our experimental results show that the neural click model that uses the same training data as traditional PGM-based click models, has better performance on the click prediction task (i.e., predicting user click on search engine results) and the relevance prediction task (i.e., ranking documents by their relevance to a query). An analysis of the best performing neural click model shows that it learns similar concepts to those used in traditional click models, and that it also learns other concepts that cannot be designed manually. Search engine click logs provide an invaluable source of relevance information, but this information is biased. A key source of bias is presentation order: the probability of click is influenced by a document's position in the results page. This paper focuses on explaining that bias, modelling how probability of click depends on position. We propose four simple hypotheses about how position bias might arise. We carry out a large data-gathering effort, where we perturb the ranking of a major search engine, to see how clicks are affected. We then explore which of the four hypotheses best explains the real-world position effects, and compare these to a simple logistic regression model. The data are not well explained by simple position models, where some users click indiscriminately on rank 1 or there is a simple decay of attention over ranks. A 'cascade' model, where users view results from top to bottom and leave as soon as they see a worthwhile document, is our best explanation for position bias in early ranks