Dynamic Sponsored Link Count Control Based on User Behavior
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Solution Overview
Problem
Search engine sites face challenges in balancing commercial interests with user perception of impartiality due to the prominence of sponsored links, which can lead to users not fully engaging with non-sponsored links, especially when the number of links presented is large, and existing systems struggle to accurately account for non-sponsored link selections.
Innovation Solution
A system that dynamically controls the number of sponsored links displayed based on past user behavior, using a table to track the ratio of sponsored to non-sponsored link selections for a given search string, and includes codes in all links to track user selections, eliminating the need for inference about non-sponsored link choices.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If the number of sponsored links is increased to maximize revenue, then revenue generation is improved, but user perception of impartiality deteriorates
Solution Approach 1:
The system dynamically adjusts the number of sponsored links displayed based on real-time user behavior data and historical patterns. Rather than using a fixed number of sponsored links, the system modifies the quantity displayed to optimize both revenue and user trust, resolving the contradiction between commercial interests and user perception of impartiality
Solution Approach 2:
The system implements feedback loops where user interactions with sponsored and non-sponsored links are tracked and used to adjust future link displays. This feedback mechanism allows the system to balance revenue generation with maintaining user trust by adapting to user preferences and behavior patterns
2Quantity of substance
If the number of links presented is large, then the comprehensiveness of search results is improved, but user engagement with individual links deteriorates
Solution Approach 1:
The system segments search results into sponsored and non-sponsored categories, allowing users to easily distinguish between different types of links. This segmentation helps users navigate large result sets more efficiently by providing clear visual and structural differentiation
Solution Approach 2:
The system applies different display qualities and positions to sponsored versus non-sponsored links based on user behavior patterns. High-value non-sponsored links that users are likely to engage with are given prominent positions, while sponsored links are strategically placed to maximize clicks without overwhelming the user
3Productivity
If sponsored links are given preferential treatment to increase revenue, then revenue generation is improved, but the fairness of search results deteriorates
Solution Approach 1:
The system changes the parameter of link prominence dynamically based on user behavior data. Rather than always giving sponsored links preferential treatment, the system adjusts their prominence parameters based on user engagement patterns, ensuring that non-sponsored links of high value are also given appropriate visibility
4Device complexity
If the system tracks only sponsored link selections, then the complexity of tracking is reduced, but the accuracy of user behavior analysis deteriorates
Solution Approach 1:
The system implements a universal tracking code that is embedded in all links (both sponsored and non-sponsored). This single tracking mechanism serves multiple functions: it identifies user preferences, measures engagement with different link types, and provides data for optimizing both sponsored and non-sponsored link displays
Data Source
AI summary
Apparatus and a method that control the number of sponsored links that are presented in search result webpages in response to a search string presented by a user, based on the past behavior of users to presentations of result in response to the same search string. When this past behavior indicates that users tend to select sponsored links, the number of sponsored links in the results sent to the user is increased, thereby a more responsive presentation. In addition to sending results with a controlled number of sponsored links, the apparatus and the method account for the response of the user so as to include the user's behavior in the information about past behavior of users.