We describe Quizz, a gamified crowdsourcing system that simultaneously assesses the knowledge of users and acquires new knowledge from them. Quizz operates by asking users to complete short quizzes on specific topics; as a user answers the quiz questions, Quizz estimates the user's competence. To acquire new knowledge, Quizz also incorporates questions for which we do not have a known answer; the answers given by competent users provide useful signals for selecting the correct answers for these questions. Quizz actively tries to identify knowledgeable users on the Internet by running advertising campaigns, effectively leveraging the targeting capabilities of existing, publicly available, ad placement services. Quizz quantifies the contributions of the users using information theory and sends feedback to the advertisingsystem about each user. The feedback allows the ad targeting mechanism to further optimize ad placement. Our experiments, which involve over ten thousand users, confirm that we can crowdsource knowledge curation for niche and specialized topics, as the advertising network can automatically identify users with the desired expertise and interest in the given topic. We present controlled experiments that examine the effect of various incentive mechanisms, highlighting the need for having short-term rewards as goals, which incentivize the users to contribute. Finally, our cost-quality analysis indicates that the cost of our approach is below that of hiring workers through paid-crowdsourcing platforms, while offering the additional advantage of giving access to billions of potential users all over the planet, and being able to reach users with specialized expertise that is not typically available through existing labor marketplaces.
Quizz crowdsources the acquisition of knowledge by asking users to participate in thematically-focuses quizzes, which contain also collection'' questions with no known answer. ReCAPTCHA @cite_15 is close conceptually, as it asks users to type two digitized words, out of which one is known and the other is unknown, which is similar to our calibration and collection questions, respectively. In terms of use of advertising for recruiting users, @cite_17 use advertising to attract participants for a Wikipedia-editing experiment; however there was no discussion or experiments with targeting, or with optimizing the ad campaigns for maximizing the user contributions.
@cite_15 @cite_17
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CAPTCHAs (Completely Automated Public Turing test to tell Computers and Humans Apart) are widespread security measures on the World Wide Web that prevent automated programs from abusing online services. They do so by asking humans to perform a task that computers cannot yet perform, such as deciphering distorted characters. Our research explored whether such human effort can be channeled into a useful purpose: helping to digitize old printed material by asking users to decipher scanned words from books that computerized optical character recognition failed to recognize. We showed that this method can transcribe text with a word accuracy exceeding 99 , matching the guarantee of professional human transcribers. Our apparatus is deployed in more than 40,000 Web sites and has transcribed over 440 million words. Although existing work has explored both information extraction and community content creation, most research has focused on them in isolation. In contrast, we see the greatest leverage in the synergistic pairing of these methods as two interlocking feedback cycles. This paper explores the potential synergy promised if these cycles can be made to accelerate each other by exploiting the same edits to advance both community content creation and learning-based information extraction. We examine our proposed synergy in the context of Wikipedia infoboxes and the Kylin information extraction system. After developing and refining a set of interfaces to present the verification of Kylin extractions as a non primary task in the context of Wikipedia articles, we develop an innovative use of Web search advertising services to study people engaged in some other primary task. We demonstrate our proposed synergy by analyzing our deployment from two complementary perspectives: (1) we show we accelerate community content creation by using Kylin's information extraction to significantly increase the likelihood that a person visiting a Wikipedia article as a part of some other primary task will spontaneously choose to help improve the article's infobox, and (2) we show we accelerate information extraction by using contributions collected from people interacting with our designs to significantly improve Kylin's extraction performance.