Incentive Based Ranking Mechanisms - Stanford Computer Science基于排名的斯坦福大学计算机科学的激励机制.pptVIP

Algorithms and Incentives for Robust Ranking Rajat Bhattacharjee Ashish Goel Stanford University Outline Motivation Model Incentive Structure Ranking Algorithm Content : then and now Traditional Content generation was centralized (book publishers, movie production companies, newspapers) Content distribution was subject to editorial control (paid professionals: reviewers, editors) Internet Content generation is mostly decentralized (individuals create webpages, blogs) No central editorial control on content distribution (instead there are ranking and reco. systems like google, yahoo) Heuristics Race PageRank (uses link structure of the web) Spammers try to game the system by creating fraudulent link structures Heuristics race: search engines and spammers have implemented increasingly sophisticated heuristics to counteract each other New strategies to counter the heuristics [Gyongyi, Garcia-Molina] Detecting PageRank amplifying structures ? sparsest cut problem (NP-hard) [Zhang et al.] Amplification Ratio [Zhang, Goel, …] Consider a set S, which is a subset of V In(S): total weight of edges from V-S to S Local(S): total weight of edges from S to S Heuristics Race Then why do search engines work so well? Our belief: because heuristics are not in public domain Is this “the solution”? Feedback/click analysis [Anupam et al.] [Metwally et al.] Suffers from click spam Problem of entities with little feedback Too many web pages, can’t put them on top slots to gather feedback Ranking reversal Ranking reversal Entity A is better than entity B, but B is ranked higher than A Our result Theorem we would have liked to prove Here is a reputation system and it is robust, i.e., has no ranking reversals even in the presence of malicious behavior Theorem we prove Here is a ranking algorithm and incentive structure, which when applied together imply an arbitrage opportunity for the users of the system whenever there is a ranking reversal (even in the presence of maliciou