6. ... with search as an important entry point to content Information box with content from and links to Yahoo! Travel Points of interest in Vienna, Austria Since Aug, 2010, ‘regular’ search results are ‘Powered by Bing’ Shopping results from Yahoo! Shopping
7. Conversely, online media as an entry point to search Hovering over an underlined phrase triggers a search for related news items.
8. Aggregation across space: hyperlocal pages Hyperlocal: showing content from across Yahoo that is relevant to a particular neighbourhood.
10. Personalization Yahoo’s Content Optimization Relevance Engine (CORE) technology uses machine learning to predict click behavior based on user profile Display advertizing is also personalized by default. Users can opt-out of behavioral targeting through AdChoices.
42. All these pages come from structured knowledge about people, places, and things MLB team Chicago Cubs Is a Chicago Barack Obama Carlos Zambrano 10% off tickets for plays for plays in from
43. This underlying world is WOO—the Web of Objects MLB team Chicago Cubs Is a Chicago Barack Obama Carlos Zambrano 10% off tickets for plays for plays in from
44. Today our knowledge of this world is siloed, incomplete, inconsistent, inaccurate, and hard to reuse Sports Entertainment Finance Local Shopping Upcoming MLB team Chicago Cubs isa Chicago Scott Roy Carlos Zambrano 10% off tickets for plays for plays in from
45. Our vision is a single shared knowledge base—accurate, scalable, and easy to reuse MLB team Chicago Cubs isa Chicago Barack Obama Carlos Zambrano 10% off tickets for plays for plays in from
46. Knowledge comes from many sources Entities Attributes Show times and other information for US movies from source B Harry Potter and the Deathly Hallows part II Show times Show times for Harry Potter and the Deathly Hallows part II
47. Combining these requires working with complementary, parallel, and overlapping sources Attributes Entities Cast information for global movies from Wikipedia Cast information for US movies from source A Cast and show time information for global movies from licensed feeds
48. There is a tremendous opportunity to do this directly from Web pages, reverse engineering the Web Attributes Entities Information from structured data extraction on billions of Web pages
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53. Value #1 — Breadth, depth, and accuracy at scale Real entities Dups, errors, and outdated entities Up-to-date correct entities Incorrect store URL No photo We show many entities we shouldn’t No business hours WOO improves our breadth, depth, and accuracy by combining knowledge from alternative sources, and by modernizing how we do matching, blending, and de-duping
54. Value #2 — Agility launching new experiences Answers instead of links WOO lets us quickly create entity centric DD modules using the existing knowledge in the KB Related knowledge in context The integrated KB lets us show relevant knowledge from one Yahoo property on other properties and off network Emerging markets and tail pages The KB gets us deep into the tail by combining and blending knowledge from many sources
Everything is search: search and online media are converging businesses
Yahoo serves over 600 million users in 25 countries 38% of O&O revenue from search advertizing, 53% from display advertizing, 9% from listings and other marketing services (Q3 2010)
Search is a form of content aggregation
Improvements in search are harder and harder to come by…. The current search paradigm reached a plateau: we have solved large classes of queries, and what remains is difficult to solve in the current paradigm.
With ads, the situation is even worse due to the sparsity problem. Note how poor the ads are…
This is how a human sees the world.
This is how a machine sees the world… Machines are not ‘intelligent’ and can not ‘read’… they just see a string of symbols and try to match the users input to that stream.
However, we can make the job of the machine easier by giving some hints…
Designed for humans first and machines second, microformats are a set of simple, open data formats built upon existing and widely adopted standards. Instead of throwing away what works today, microformats intend to solve simpler problems first by adapting to current behaviors and usage patterns
Facebook invited, but continues to pursue OGP
Publisher: schema.org enable your website, publish Linked Data Developer: build standard APIs using Linked Data technology