Publisher Side Profit Optimization Using Adaptive Keyword Weighted Sponsored Search Technique

Authors

  • Shikha Gupta JC Bose University of Science and Technology, YMCA, Faridabad, Haryana, India
  • Atul Mishra JC Bose University of Science and Technology, YMCA, Faridabad, Haryana, India

DOI:

https://doi.org/10.13052/jwe1540-9589.2154

Keywords:

Real-time, keyword-based search, sponsored search, keywords, bid term, bid price, bid period, online advertisement

Abstract

One of the most prominent fields of online advertising is Sponsored search and for various search engines, it acts as one of the main sources of revenue. This paper focuses on sponsored links displayed to the user along with search results when a query is fired by the user. Bidding on keywords is done by the advertiser for the expected future queries and accordingly, payment is done if clicked. A novel technique is proposed in this paper which aims to maximize the revenue earned by a search engine by using an Adaptive keyword weighted approach. Normally, the advertisers focus on keywords with a high frequency which leads to underexplored revenue of search engines. The approach proposed in this paper assigns weight to the keywords based on their winning probability. It also merges the assigned weight with the rarity factor leading to more revenue. With this approach, advertisers with relevant keywords which are rare are explored even if the bid value is low. Experimental results are shown in this paper for proving the improvements over the generalized balance algorithm.

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Author Biographies

Shikha Gupta, JC Bose University of Science and Technology, YMCA, Faridabad, Haryana, India

Shikha Gupta is an Assistant Professor in the Department of Computer Engineering, JC Bose UST, YMCA, Haryana, India and is currently pursuing her Ph.D. She holds a Bachelors’s and Master’s degree in Computer Engineering. Her areas of interest include Big Data, Online Marketing, and Page Ranking. She has published various research papers in this area in international journals and Conferences.

Atul Mishra, JC Bose University of Science and Technology, YMCA, Faridabad, Haryana, India

Atul Mishra is working as a Professor in the Department of Computer Engineering, JC Bose UST, YMCA, Haryana, India. He holds a Ph.D. in Computer Science and Engg. He has more than16 years of work experience in the Optical Telecommunication Industry specializing in Optical Network Planning and Network Management tools development in North America. He has a USA patent in his name in optical network management protocol. His research interests include SOA, Network Management & Mobile Agents, Big data, and Cloud computing. He has published more than 30 research papers in national and international journals.

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Published

2022-07-30

Issue

Section

SPECIAL ISSUE: Intelligent Edge Computing