Program

The school will run Monday-Friday and will have three modules:
  • Module 1: Introduction to Web Search and Information retrieval. Classic search vs Web search. Indexes for Web Search, ranking functions, machine-learning based ranking, evaluation. Link analysis. Mobile search.
  • Module 2: Introduction to Computational Advertising. Classic advertising vs. Web advertising. Advertising as information. Sponsored Search. Content Match. Graphical Ads and Guaranteed Delivery. Connection with recommender systems. Mobile advertising and other emerging technologies
  • Module 3: Economics environment of sponsored search. Equilibrium in auctions for sponsored search advertisement and the role of reserve prices. Incorporating user experience in the advertising market place. The basic economics behind display market place.
A more precise schedule will be posted here later on.

To help us tailor the course better an online form will be provided, asking each participant to indicate his/her level of familiarity with a set of relevant topics.