1. CPS 49S Google: The Computer Science Within and its Impact on Society Shivnath Babu Spring 2007

2. Google is Born Bibliometrics Counting inlinks  PageRank (BackRub) Google’s initial problems  need for self-policing –Copyright issues [downloading entire site content] –Crawling issues [depth search Vs. breadth search] –Ranking issues Portal Mania –Conflict of Interest

3. Document File Preparation Heterogeneity Document  Index  Search Manual indexing Vs. automated indexing Term extraction –Stop lists –Stemming –Advanced: Disambiguation (Metathesaurus) Dictionary/lexicon Inverted index

4. Searching the Web Different performance metrics for search engines Study of coverage of different search engines –Have to be careful of details Using multiple search engines can improve coverage HotBot << MetaCrawler << AHOY!

6. Advertising Models for the Internet Bill Gross (IdeaLab) At that time: –Search engines were getting spammed –Tragedy of the commons –TV/Super-Bowl model of advertising was not beneficial to most advertisers Goto.com –Keyword  interest [Good Vs. Bad traffic] –Pay-per-click –Auctions, bidding for keywords under competition

7. Advertising Models for the Internet To profit from search and control its destiny, a search engine needs three elements: –High-quality search results –Syndication –Own its own traffic (means popular Web site)

8. Advertising Models for the Internet Pay-per-click  click fraud Pay-per-print Pay-per-call Pay-per-sale

9. Traditional Vs. New Advertising When is feedback available (“real-time”) –Asset management (performance-based advertising) –How accurate is the feedback? (video-game example) Minimal upfront investment needed –Earlier companies would advertise only 5-10% of their products Real-time auctions “Cholesterol symptoms” Advertising was an art; now becoming a science

10. Online Vs. Offline Advertising Online  Internet, Offline  TV, Radio, News Paper Bringing the advertising revolution from online to offline