Keynote: Computational Advertising and Recommender Systems

by Andrei Z. Broder (Fellow & VP Computational Advertising,Yahoo! Research, USA)

Computational advertising is an emerging scientific sub-discipline, at the intersection of large scale search and text analysis, information retrieval, statistical modeling, machine learning, optimization, and microeconomics. The central challenge of computational advertising is to find the “best match” between a given user in a given context and a suitable advertisement. The context could be a user entering a query in a search engine (“sponsored search”), a user reading a web page (“content match” and “display ads”), a user conversing on a cell phone (“mobile advertising”), and so on. The information about the user can vary from scarily detailed to practically nil. The number of potential advertisements might be in the billions. Thus, depending on the definition of “best match” this challenge leads to a variety of massive optimization and search problems, with complicated constraints.

The main part of this talk will give an introduction to computational advertising and present some illustrative research. In the second part we will discuss connections to recommender systems and present a couple of open problems of potential interest to both communities.

About the Speaker

Andrei Broder is a Fellow and Vice President for Computational Advertising in Yahoo! Research. Previously he was an IBM Distinguished Engineer and the CTO of the Institute for Search and Text Analysis in IBM Research. From 1999 until 2002 he was Vice President for Research and Chief Scientist at the AltaVista Company. He was graduated Summa cum Laude from Technion, the Israeli Institute of Technology, and obtained his M.Sc. and Ph.D. in Computer Science at Stanford University under Don Knuth. His current research interests are centered around computational advertising, web search, context-driven information supply, and randomized algorithms. Broder is co-winner of the Best Paper award at WWW6 (for his work on duplicate elimination of web pages) and at WWW9 (for his work on mapping the web). He has authored more than eighty papers and was awarded twenty-five patents. He is an ACM Fellow, an IEEE fellow, and past chair of the IEEE Technical Committee on Mathematical Foundations of Computing.