1. Web Search and Advanced Internet Services
290N Class Introduction
Tao Yang, 2013

2. Introduction Web Search/Traffic User interests
Web content
Importance of search engine traffic
Online advertisement
Class Topics

3. Internet Users

4. Sales of Mobile Devices/PCs

5. More Mobil Search (2012 Survey)

6. Users’ Interests

7. Content trend and ownership
[Ramakrishnan and Tomkins 2007]
Content consumption is fragmenting – nobody owns more than 10% of WW PVs
No single place will own all the content

8. Web Search Engine Market in USA (Jan 2012)
Google: 66.2%
Bing: 15.2%
Yahoo: 14.1%
Ask: 3%
AOL: 1.6%

9. Search Traffic is Important for Business

10. 2012 Survey: Web Search Importance for Business

11. Online advertising market, Worldwide

12. Search query Ad

13. Questions
Do you think an “average” user, knows the difference between sponsored search links and algorithmic search results?

14. Course Objectives
Practice and experience for building search services and developing related mining applications
Broad topics in web mining and search engines, advertisement
Algorithms & System support
Workload:
1 take-home exam
Group project (2 persons).
paper reviewing and presentation
Implementation/evaluation. Report.
Group HW exercises (Lucene/Solr+Hadoop)

15. Course Topics Web Search Indexing, Compression, and Online Search
Ranking methods with text/ link/click analysis. Machine learning.
Text Mining
Duplicate analysis. Text Categorization and Clustering
Recommendation
Advertisement
Systems Support
Online servers and offline computation. MapReduce.
Caching. Crawling and document parsing.
Open source systems

16. Expected Work
Tentatively Project 50%. Take-home exam 40%. 10% HW exercise (by a group).
Timeline
April 28: 1-page project proposal (plain text).
May 1 week:
Meet with me and select paper(s) for reviewing.
Demo for HW
May 15 week:
Project progress & related papers presentation
June 3 week or earlier:
Project demo/interview
Final project slides/report.
Take-home exam. Problems based on class presentation/references/HW.

17. References
Christopher D. Manning, Prabhakar Raghavan and Hinrich Schütze (MRS), Introduction to Information Retrieval, Cambridge University Press
Search Engines: Information Retrieval in Practice by
Croft, Metzler, Strohman (CMS)
Addison-Wesley, 2010
Selected papers

18. Class Computing Resource
Triton supercomputer accounts:
Week 2 (April 10).Get a class account in Triton by ing your name, UCSB , and ssh public key with subject "CS290N ssh key" Instructions on generating ssh keys can be found in 
CSIL sandbox disk space
/cs/sandbox/class/cs290n
/cs/sandbox/student/<username>
290N class discussion group at Google.com (we will send an invitation based on the class list).