1. Search Market and Technologies
Sudong Chung
Yahoo! Korea
October 8, 2004

2. Table of Contents Search Advertisement Market Web Search Engines
1. How do Search Portals make money ?
2. Who are the key players ?
3. What are the technologies ?
4. What are the challenges ?
Web Search Engines
1. Who are the key players ?
2. What are the technologies ?
3. What are the challenges ?

3. Revenue Sources of Portals
Advertisement Revenue
Paid Listings
Graphic Ads (banner)
User Fees
, Personal Storage … etc.
Other Services
Game, Job Posting …

4. Advertisement Market Size
Estimated Advertisement Market Size of year 2004
Overall US Advertisement market(including offline) : $ 476.7billion
Online Advertisement market : $ 14.2billion
Paid Listing Advertisement
Market : $ 5.1billion
Graphical Ads : $ 9.1billion

5. Paid Listing Products Paid Inclusion Search Keyword Marketing
Pay to place listings in the search database
(ex) Directory Inclusion, Web(page) Index Inclusion
Search Keyword Marketing
Pay to place listings among the search results
Separately managed database from directory and web index
(ex) Explicit or Implicit User search result

6. Paid Search Key Players
Overture (a Yahoo company)
Paid Search on Web Search/Local Search/Product/Travel Search
Paid Search on Contents(News Articles and etc.)
Google
Paid Search on Web Search/Local Search/Product Search
Paid Search on Contents( , News Articles and etc.)
FindWhat
LookSmart

7. Key Players’ Market Capital
Estimated Based on 2003/7~2004/6 performance
Market Capital and Listing Service Revenue (in Million Dollars)

8. Areas of Paid Search Market
Web Search(webpage, product, travel…etc)
Overture, Google, FindWhat, LookSmart
Local Search (phone directory, local interests)
Overture, Google, Verizon+FindWhat
Content Match (News Sites, Community Sites)
Overture(Content Match), Google(AdSense), Quigo(AdSonar)
Contextual Match ( )
Google
Behavioral Targeting
Tacoda Systems, Claria, Revenue Science, Kanoodle

9. Paid Search Technologies
Keyword Index
Punctuation Symbol/Noise Word Removal
Keyword Normalization
Keyword Match/Search
Exact : whole query should match ad keyword( or phrase)
Phrase : sub-phrase of query should match ad keyword(phrase)
Broad : query contains words in ad keyword(phrase)
Expanded *: query is relevant to ad keyword(only available in Google)
Keyword Extraction
Come up with keywords relevant to the content (run-time)
Generate relevant ad keyword by behavioral study

10. Hawaii tour, hawaii flight <expanded match>
Keyword Match Types
Ad Keyword: Hawaii Travel
Hawaii tour, hawaii flight
<expanded match>
Travel waikiki hawaii
<broad match>
Maui hawaii travel
<phrase match>
Hawaii travel
<Exact match>

11. Content Match Technology
Latent Semantic Indexing
Multi-Dimensional Scaling
Concept Network

12. Challenges Relevancy Issues in Phrase, Broad, Expanded Matches
Identifying meaningful unit of multiple words
(ex) New York, Sony Theater, Tokyo University
Homographs
Same word but multiple meanings
(ex) nail, blind
Mood detection
Computing Complexity

13. Web Search Engines(robot-based)
Yahoo(Inktomi,Altavista,AlltheWeb)
Google
LookSmart(Wisenut)
AskJeeves/Teoma
Vivisimo

14. Search Market Share(per web site)
* comScore Media Metrix (May, 2004)

15. Search Market Share(per provider)
* comScore Media Metrix (May, 2004)

16. Key Metrics R : Relevancy C : Comprehensiveness F : Freshness
Are the search results are relevant to the user query ?
C : Comprehensiveness
Are the web documents(that are likely to be searched) crawled and indexed ?
F : Freshness
Is the index fresh enough to be relevant when users visit the result ?
P : Presentation
Is the search result page presented okay for user to find what he/she is looking for ?

17. Modern Search Engine Requirements
Indexing over 4billion documents
Refresh the whole index less than 3 months
Refresh some part of index everyday
Serving over 10,000 searches per second
Search 4billion documents less than half second
Spam, Alias, Duplicate Docs, Deadlinks
Char Encoding, Language
Relevancy

18. Challenges Find good content documents
Not only for the text information but also for the linkage information
Find sweet spot of relevancy and computation complexity
Spam Detection
Refresh Scheme
System/Network Management

19. Modern Search Engine Architecture
Huge Crawler ( ~1000pgs/sec in average)
Incremental Indexing
Distributed Computing(Search) Operation
Optimized Disk Access
Solid Fail-over Mechanism
Run-time Ranking calculation
Proximity, Page Importance… etc.
Tiered Architecture

20. New Technologies Allow User to look through more results easily
Categorization
Classification
Help User to refine his/her search query
Related Searches
Personalization
Input from User preference on Search Results and apply to the search results
Sharing Personalized Information
Likely there are other people who have found what you are looking for.