A Revenue Sharing Mechanism for Federated Search and Advertising
Marco Brambilla, Sofia Ceppi, Nicola Gatti, Enrico Gerding. A Revenue Sharing Mechanism for Federated Search and Advertising. WWW 2012 poster, Lyon, France.
Federated search engines combine search results from two ormore (general–purpose or domain–specific) content providers.They enable complex searches (e.g., complete vacation planning) or more reliable results by allowing users to receivehigh quality results from a variety of sources. We propose anew revenue sharing mechanism for federated search engines,considering different actors involved in the search resultsgeneration (i.e., content providers, advertising providers, hybridcontent+advertising providers, and content integrators).We extend the existing sponsored search auctions by supportingheterogeneous participants and redistribution of monetaryvalues to the different actors, while maintaining flexibilityin the payment scheme.