Robin Zagers graduates on a decision system for Google Adwords

Advertising within search engines, such as Google, is a growing market. Sponsored hyperlinks appear besides the results where one searches for. This makes goal-oriented advertising possible. For many keywords there are several advertisers, this results in a growing competition. When a company wants to advertise on several keywords, it is difficult to manage this well. Gladior manages the advertisement campaigns for different companies. By the quantity of companies it is almost no longer possible to manage all advertisements by hand. Therefore there is a need for Gladior for an automated system for managing adwords campaigns.

For this purpose a bid management system has been developed. With this system it is possible to specify the requirements for a specific advertisement: a minimum number of visitors a week, a stable position in the list of advertisers, or a stable average price per click. These requirements determine the boundaries for the price, so that the price can be raised or reduced depending on of the behavior of the competition at that moment. For each campaign a list of advertisement words (Adwords) is collected. For each Adword the performance is requested. Based on the performance, the decision is made whether it is necessary to adjust the current settings. When an adjustment is necessary the new price is calculated and will be uploaded. In following paragraphs a closer explanation of the design of the bidmanagementsystem is described. The Google API makes it possible to down- and upload Adwords data. The requested data is then stored in a local database, after which a connection with other systems is possible. Several applications keep this information up-to-date, this makes it possible for the bidmanagementsystem to further process the data.

Processing the data starts with combining the Adwords-data with the requirements of the Adwords professional; the requirements the advertisement must fulfil. The requirements must be formulated in terms of the available indicators. This list of indicators can be extended. This information is stored in the database with management information. For each Adword the requirements are stored, they can be requested and modified at any moment. The required data from the database is selected using this management information. The selected data is used to make a prediction for the next period. This prediction is calculated using the single moving average algorithm. To prove that a different prediction algorithm has a better result then the single moving average algorithm, more data is necessary than is available at this moment. The new price can be calculated in several manners, the most simple method is raising and reducing the price with one cent. If more advertisers bid the same amount for the same Adword, this method has a large influence. Within one or two updates the desired situation is returned. With less advertisers, the difference between the Adword positions is more than a couple of cents. In this case reaching the aimed situation needs more updates. For evaluating the prototype, the working method of the Adwords professional is converted to an automated process. The evaluation shows that the bid management system realizes, for the managed Adwords campaigns, a decrease of the distance to the indicated goal. The collected Adwords- and visitor information makes it possible to calculate optimal settings per Adword. This can be used to react quicker and more accurate towards other Adwords.

More information on ePrints.

[XML & Databases 1]: Changes to the upcoming lectures and papers XML & DB

We decided to change the contents of the upcoming lectures. Some new topics have emerged in research on XML and Databases that we like to tell you about. To make room for that we have to skip and reduce some other topics. This also means that we skip 4 papers from the reader and replace them by 5 other papers which are available electronically in the Archive. I will update the Roster and Archive of TeleTOP today. The final three lectures in the new roster are now organized to fall into one theme: “XML Database Support for Multimedia Applications”. The database support we will look into are information retrieval for XML, XML updating, distributed XML querying, XML stand-off annotations and streaming XML.

Bram Smulders graduates on real time data distribution and storage

The techniques used nowadays in a lot of research centers processing lots of sensor data, for instance wind tunnels, are often based on traditional relational databases. In some cases, no databases are used at all. No care is taken to deliver data under real time constraints. This does not have a negative effect in case data is merely stored for analysis after the measurement process has completed, but it can have disastrous effects when the data is needed for control of critical elements in the measurement process itself.

This report discusses a possible solution to real time delivery storage of data. It does not focus on sensor data. Instead, it should be flexible enough to suit any situation in which it is desirable to distribute data under real time constraints. The newly created solution, carrying the name “SQLbusRT”, is based on the blackboard architecture pattern, which will be explained in this report. A comparison is made on how the architecture of the new solution matches with the blackboard architecture. The choice for the blackboard pattern is mainly for its flexibility in the addition and removal of components to and from the system. System components will be able to work on a shared storage. This shared storage is called the blackboard, giving the name to the architecture pattern. A prototype is developed by combining readily available open source products and creating new interfaces. The open source products which are used in this project are MySQL and ORTE. MySQL is a database management system which is known for its high performance and is used on a large scale worldwide. ORTE is an implementation of the RTPS protocol, which serves as a data communication channel over Ethernet, using a publish subscribe mechanism. An explanation of ORTE and the publish subscribe mechanism is given in this report. This report discusses some tests which were executed to predict the performance, reliability and scalability of SQLbusRT in a simple setup. This set of tests can be extended in future research when SQLbusRT matures.

More info on e-Prints, and on Bram's blog

Evaluation of Multimedia Retrieval Systems

by Djoerd Hiemstra and Wessel Kraaij

In this chapter, we provide the tools and methodology for comparing the effectiveness of two or more multimedia retrieval systems in a meaningful way. Several aspects of multimedia retrieval systems can be evaluated without consulting the potential users or customers of the system, such as the query processing time (measured for instance in milliseconds per query) or the query throughput (measured for instance as the number of queries per second). In this chapter, however, we will focus on aspects of the system that influence the effectiveness of the retrieved results. In order to measure the effectiveness of search results, one must at some point consult the potential user of the system. For, what are the correct results for the query “black jaguar”? Cars, or cats? Ultimately, the user has to decide.

Download author version.

[XML & Databases 1]: Reader ‘sold out’?!?

Several students told me that the reader is sold out at the Union Shop. This is strange, because we ordered 50 readers in January last year. I notified BOZ about this. Hopefully, the problem will be solved soon. In the mean-time, you can use the PDFs in the Archive. All papers in the reader are electronically available there. We will keep you informed about the developments here on TeleTOP.