1. Introduction to Online Advertising & AdCenter Labs
Linlin Jia

2. Outline
Online Advertising
AdCenter Labs demo

3. Online Advertising
The 52-year-old Gates said the company had made "a mistake" not recognizing earlier how Web search and online advertising -- businesses dominated by another start-up turned powerhouse, Google Inc -- could transform the software industry.
52岁的盖茨说，微软犯了一个错，这就是没有及时发现网络搜索与网络广告的价值，
这让Google成长壮大起来，盖茨说，搜索和广告可能改变软件行业。
在“百度世界上，李彦宏在线广告的重要性。

4. Revenue
美国在线广告市场的收入统计
Online advertising revenue in USA for 2006 ($16.8 billion) up 35% from 2005 ($12.6 Billion )

5. Revenue (cont.)
前10位的广告公司占有整个市场利润的70%
Top 10 companies = 70% revenue

6. Revenue (cont.)
在广告收入中，基于搜索引擎的广告占到40%
Search-based adv = 40%

7. Online Advertising Google – AdSense/AdWords Yahoo! -- YPN
Microsoft -- AdCenter
$2.69 billion
$1.37 billion
为了争夺广告市场，微软2006成立AdCenter
于是，三大搜索巨头都有自己的广告服务了，并且MSN网站上的广告100%都是AdCenter提供的。

8. Online Advertising Keyword ad Ads Target engine publisher Advertiser
关键词广告及其原理
publisher
Advertiser

9. Online Advertising Contextual ad Ads Target engine publisher
基于内容的广告投放原理：
1.在网页中加入一小段服务商提供的javascript脚本; 2.用户浏览该网页; 3.javascript脚本对广告服务器说:“嘿,给我一些广告”; 4. 广告服务器回答说:“不行,谁知道你页面里有什么东西啊? 5.用户于是看到一个没有广告页面; 6. 广告服务器派出一个机器人浏览这个网页; 7.服务器分析网页的内容,发现出现了很多花卉的词语，还有一些温度湿度土壤等词语; 8.于是服务器认为这个网页在讨论”花卉养殖技巧“; 9.又有用户浏览该网页; 10.javascript脚本对广告服务器说:”嘿,给我一些广告“; 11. 广告服务器回答说:”好,这是个关于花卉养殖的页面,给你一些花卉广告吧!“; 12.用户心想:”嗯,正打算买个盆栽呢",点击广告; 13.这样你赚了一点点钱; 14.从第9条开始周而复始
publisher
Advertiser
Principle…

10. Bad Ad Placement
投放广告并不是件简单的事
一系列不合适的online/offline广告
Source:

11. Bad Ad Placement

12. Bad Ad Placement
Source：

13. AdCenter labs exhibits leading-edge advertising technology
mission to research and incubate advanced technologies for MSN’s adCenter
online advertising solutions, video opportunities, and television and mobile-based advertising products
而AdCenter lab则为广告投放开发新技术。研发视频、电视、移动设备等媒体切入互联网的技术。在微软将要研发的这些技术中，最突出的一个是“视频超链接广告”技术，它可以追踪电视节目或广告中出现的产品。消费者可以放大产品的图像，并通过点击查看在什么地方可以购买到等有关它的详细信息。

14. Outline AdCenter labs AdCenter Labs Demo Audience Intelligence
Keyword Research
Content Analysis
Video & Interactive Media
Social Networks
研究领域包括, 关键词与内容分析, 用户智能, 广告选择, 社会网络, 视频交互. 机器学习, 数据与文本挖掘, 等等。.

15. AdCenter Labs Demo Audience Intelligence Demographics Prediction
Detecting Online Commercial Intention
Local Ads on PC
Explore MSN
Audience Intelligence
Web users are at the heart of the advertising eco-system. Accurately modeling users and predicting their intent is key to the success of our online advertising business. A Web user's intent is influenced by a variety of factors, including demography, context, and social networks. It is important for us to also understand the user's hidden intent, based on actions including search queries, browsing history, and various other activities. Along with user intent modeling, privacy concerns are a business imperative. In this research area, we develop algorithms related to user intelligence around user profiles, user behaviors and targeting, user intent, user interaction, and privacy preserving methods and algorithms.
Keyword Research
After several years of focused investigation, adCenter Labs researchers have developed a portfolio of keyword research technologies. Many of these technologies are available as tools on this website, while a few of these operate in the engines of Microsoft adCenter products such as Paid Search. Moreover, some of these technologies has been packaged and shipped as Keyword Services Platform (KSP) Keyword technology goes beyond traditional data mining because of the scale and scarcity of the data. For example, in the study of keyword semantics alone, there are many potential relationships such as synonymy, antonymy, similarity, membership, attribute, causation, hierarchy, and substance. Tools in the Keyword Research category exploit such relationships between the keywords.

16. Demographics Prediction

17. Demographics Prediction

18. AdCenter Labs Demo Audience Intelligence Demographics Prediction
Detecting Online Commercial Intention
Local Ads on PC
Explore MSN

19. Detecting Online Commercial Intention

20. Detecting Online Commercial Intention

21. AdCenter Labs Demo Keyword Research Entity Association Graph
Keyword Group Detection
Keyword Mutation Detection
Keyword Forecast
Search Funnels
After several years of focused investigation, adCenter Labs researchers have developed a portfolio of keyword research technologies. Many of these technologies are available as tools on this website, while a few of these operate in the engines of Microsoft adCenter products such as Paid Search. Moreover, some of these technologies has been packaged and shipped as Keyword Services Platform (KSP) Keyword technology goes beyond traditional data mining because of the scale and scarcity of the data. For example, in the study of keyword semantics alone, there are many potential relationships such as synonymy, antonymy, similarity, membership, attribute, causation, hierarchy, and substance. Tools in the Keyword Research category exploit such relationships between the keywords.

22. Entity Association Graph
每个结点代表一个实体, 连接表示两个实体的关系. 节点中的数字表示 实体在查询日志里出现的次数。 Hops: From one entity to another entity is a Hop. Show Links: How many links will be shown for an entity? Edge types: Co-occurrence and MI (point-wise mutual information) Edge Strength: The number between two nodes indicates how closely they are related. Edges with strength greater than the specified number are displayed. Data set types: For the options "within queries" and "within session" entity names association is computed within search queries and within search session, respectively.

24. AdCenter Labs Demo Content Analysis People Name Detection
Product Classification
Cross-Language Keyword Suggestion
Content Categorization
Detecting Geographical Location
Entity Analysis
Sensitive Webpage Detection
Context-based Acronym Resolution
Ad Text Writer
"Content" is the fundamental element in the digital advertising eco-system which connects users, publishers, and advertisers. With advanced algorithms, we can analyze and understand a variety of content such as Web documents, search queries, images, and videos. Precise analysis of Web and user generated content helps us understand user intent, which enables the delivery of relevant advertisements and information to the users. Our technologies in this research area have been adopted in Microsoft's Content Ads and Paid Search services. In addition, we continue to invest in developing new, state-of-the art algorithms and technologies in this area to improve user experiences and help our partners succeed in reaching the right audience.

25. Ad Text Writer
Examples:
This tool generates possible ads for a Web site entered by a user, based on the keywords that are most representative of content on that Web site. This tool is useful to automatically generate multiple ads for large Web sites that have many keywords.

26. AdCenter Labs Demo Content Analysis People Name Detection
Product Classification
Cross-Language Keyword Suggestion
Content Categorization
Detecting Geographical Location
Entity Analysis
Sensitive Webpage Detection
Context-based Acronym Resolution
Ad Text Writer
"Content" is the fundamental element in the digital advertising eco-system which connects users, publishers, and advertisers. With advanced algorithms, we can analyze and understand a variety of content such as Web documents, search queries, images, and videos. Precise analysis of Web and user generated content helps us understand user intent, which enables the delivery of relevant advertisements and information to the users. Our technologies in this research area have been adopted in Microsoft's Content Ads and Paid Search services. In addition, we continue to invest in developing new, state-of-the art algorithms and technologies in this area to improve user experiences and help our partners succeed in reaching the right audience.

27. Context-Based Acronym Resolution
When a user enters an acronym or abbreviation, this tool predicts the most likely result based on the acronym's context. For example, if the query is ms cure, this tool offers multiple sclerosis as the most likely result, as well as Microsoft, millisecond, and other alternatives.
地名不支持，例如LA

28. AdCenter Labs Demo Content Analysis People Name Detection
Product Classification
Cross-Language Keyword Suggestion
Content Categorization
Detecting Geographical Location
Entity Analysis
Sensitive Webpage Detection
Context-based Acronym Resolution
Ad Text Writer
"Content" is the fundamental element in the digital advertising eco-system which connects users, publishers, and advertisers. With advanced algorithms, we can analyze and understand a variety of content such as Web documents, search queries, images, and videos. Precise analysis of Web and user generated content helps us understand user intent, which enables the delivery of relevant advertisements and information to the users. Our technologies in this research area have been adopted in Microsoft's Content Ads and Paid Search services. In addition, we continue to invest in developing new, state-of-the art algorithms and technologies in this area to improve user experiences and help our partners succeed in reaching the right audience.

29. Detecting Geographical Location
This tool analyzes a query and detects any dominant geographic locations from it. For example "starbucks boston" will detect "boston, ma, united states" and "restaurants near space needle" will detect "seattle, wa, united states" This tool will be useful for search engines to detect target location intent for search users. Currently most geo-targeting efforts use reverse-IP to get user locations. However, reverse-IP may not be accurate due to proxy issues. In some cases, the user's physical location may not be the same as the user's target locations. For example, a Redmond user may be interested in restaurants in Seattle. This tool can be used to fill this gap.

30. AdCenter Labs Demo Video & Interactive Media Video Hyperlink
as the video plays, you can move the mouse over the product to see where more information is available. Then you can click the summary information to go to a merchant website for details.
Vidio hyperlink
This interactive video tool provides more information about objects in a video when a user clicks on them. For example, as the video plays, you can move the mouse over the product to see where more information is available. Then you can click the summary information to go to a merchant website for details.

31. Research Many conferences，workshops and sessions
WWW08, SIGIR 08, WWW07,SIGIR07, WWW06
Workshop: ADKDD

32. Research Topics Audience Intelligence & User Modeling
Understanding user intent from search, browsing & social network activities
Behavioral targeting - modeling online user behaviors for targeted advertisement
User segmentation
Demographics & location prediction
Personalized advertising
Content Understanding
Content-targeted advertising
Opinion/sentiment mining
Mining social networks and blogs
Web scale information extraction for online advertisement
Text mining techniques such as named entity extraction, query classification, keyword extraction, and other topics
Understanding multimedia content for online advertisement
Marketplace Design & Management
Auctions - theory & practice
Ad relevance and ad ranking
Advertising on new channels such as mobile devices
Search engine marketing, optimization (SEMs, SEOs)
Fraud and spam detection & prevention in online advertisements
Other Topics in Advertising
Tracking effectiveness of advertisement campaigns
Consumer privacy and data use policy
Privacy preserving data mining approaches

33. Thanks！