Recently, novel recommender systems have attracted considerable attention in the research community. Recommending popular items may not always satisfy users. For example, although most users likely prefer popular items, such items are often not very surprising or novel because users may already know about the items. Also, such recommender systems hardly satisfy a group of users who prefer relatively obscure items. Existing novel recommender systems, however, still recommend mainly popular items or degrade the quality of recommendation. They do so because they do not consider the balance between novelty and preference-based recommendation. This paper proposes an efficient novel-recommendation method called Personal Popularity Tendency Matching (PPTM) which recommends novel items by considering an individual's Personal Popularity Tendency (or PPT). Considering PPT helps to diversify recommendations by reasonably penalizing popular items while improving the recommendation accuracy. We experimentally show that the proposed method, PPTM, is better than other methods in terms of both novelty and accuracy.

Conjoint analysis is one of the most popular market research methodologies for assessing how customers with heterogeneous preferences appraise various objective characteristics in products or services, which provides critical inputs for many marketing decisions, e.g. optimal design of new products and target market selection. Nowadays it becomes practical in e-commercial applications to collect millions of samples quickly. However, the large-scale data sets make traditional conjoint analysis coupled with sophisticated Monte Carlo simulation for parameter estimation computationally prohibitive. In this paper, we report a successful large-scale case study of conjoint analysis on click through stream in a real-world application at Yahoo!. We consider identifying users' heterogenous preferences from millions of click/view events and building predictive models to classify new users into segments of distinct behavior pattern. A scalable conjoint analysis technique, known as tensor segmentation, is developed by utilizing logistic tensor regression in standard partworth framework for solutions. In offline analysis on the samples collected from a random bucket of Yahoo! Front Page Today Module, we compare tensor segmentation against other segmentation schemes using demographic information, and study user preferences on article content within tensor segments. Our knowledge acquired in the segmentation results also provides assistance to editors in content management and user targeting. The usefulness of our approach is further verified by the observations in a bucket test launched in Dec. 2008.

Recommender systems are widely used in online e-commerce applications to improve user engagement and then to increase revenue. A key challenge for recommender systems is providing high quality recommendation to users in ``cold-start" situations. We consider three types of cold-start problems: 1) recommendation on existing items for new users; 2) recommendation on new items for existing users; 3) recommendation on new items for new users. We propose predictive feature-based regression models that leverage all available information of users and items, such as user demographic information and item content features, to tackle cold-start problems. The resulting algorithms scale efficiently as a linear function of the number of observations. We verify the usefulness of our approach in three cold-start settings on the MovieLens and EachMovie datasets, by comparing with five alternatives including random, most popular, segmented most popular, and two variations of Vibes affinity algorithm widely used at Yahoo! for recommendation.

In Web-based services of dynamic content (such as news articles), recommender systems face the difficulty of timely identifying new items of high-quality and providing recommendations for new users. We propose a feature-based machine learning approach to personalized recommendation that is capable of handling the cold-start issue effectively. We maintain profiles of content of interest, in which temporal characteristics of the content, e.g. popularity and freshness, are updated in real-time manner. We also maintain profiles of users including demographic information and a summary of user activities within Yahoo! properties. Based on all features in user and content profiles, we develop predictive bilinear regression models to provide accurate personalized recommendations of new items for both existing and new users. This approach results in an offline model with light computational overhead compared with other recommender systems that require online re-training. The proposed framework is general and flexible for other personalized tasks. The superior performance of our approach is verified on a large-scale data set collected from the Today-Module on Yahoo! Front Page, with comparison against six competitive approaches.

We describe a new content publishing system that selects articles to serve to a user, choosing from an editorially programmed pool that is frequently refreshed. It is now deployed on a major Internet portal, and selects articles to serve to hundreds of millions of user visits per day, significantly increasing the number of user clicks over the original manual approach, in which editors periodically selected articles to display. Some of the challenges we face include a dynamic content pool, short article lifetimes, non-stationary click-through rates, and extremely high traffic volumes. The fundamental problem we must solve is to quickly identify which items are popular(perhaps within different user segments), and to exploit them while they remain current. We must also explore the underlying pool constantly to identify promising alternatives, quickly discarding poor performers. Our approach is based on tracking per article performance in near real time through online models. We describe the characteristics and constraints of our application setting, discuss our design choices, and show the importance and effectiveness of coupling online models with a simple randomization procedure. We discuss the challenges encountered in a production online content-publishing environment and highlight issues that deserve careful attention. Our analysis of this application also suggests a number of future research avenues.

We propose a new ranking method, which combines recommender systems with information search tools for better search and browsing. Our method uses a collaborative filtering algorithm to generate personal item authorities for each user and combines them with item proximities for better ranking. To demonstrate our approach, we build a prototype movie search and browsing engine called MAD6 (Movies, Actors and Directors; 6 degrees of separation). We conduct offline and online tests of our ranking algorithm. For offline testing, we use Yahoo! Search queries that resulted in a click on a Yahoo! Movies or Internet Movie Database (IMDB) movie URL. Our online test involved 44 Yahoo! employees providing subjective assessments of results quality. In both tests, our ranking methods show significantly better recall and quality than IMDB search and Yahoo! Movies current search.

The goal of a recommender system is to suggest items of interest to a user based on historical behavior of a community of users. Given detailed enough history, item-based collaborative filtering (CF) often performs as well or better than almost any other recommendation method. However, in cold-start situations - where a user, an item, or the entire system is new - simple non-personalized recommendations often fare better. We improve the scalability and performance of a previous approach to handling cold-start situations that uses filterbots, or surrogate users that rate items based only on user or item attributes. We show that introducing a very small number of simple filterbots helps make CF algorithms more robust. In particular, adding just seven global filterbots improves both user-based and item-based CF in cold-start user, cold-start item, and cold-start system settings. Performance is better when data is scarce, performance is no worse when data is plentiful, and algorithm efficiency is negligibly affected. We systematically compare a non-personalized baseline, user-based CF, item-based CF, and our bot-augmented user- and item-based CF algorithms using three data sets (Yahoo! Movies, MovieLens, and EachMovie) with the normalized MAE metric in three types of cold-start situations. The advantage of our "naïve filterbot" approach is most pronounced for the Yahoo! data, the sparsest of the three data sets.

Capturing a precise snapshot of the Internet's topology is nearly impossible. Recent efforts have produced autonomous-system (AS) level topologies with noticeably divergent characteristics, even calling into question the widespread belief that the Internet's degree distribution follows a power law. In turn, this casts doubt on Internet modeling efforts, since validating a model on one data set does little to ensure validity on another data set, or on the (unknown) actual Internet topology. We examine six metrics-three existing metrics and three of our own-applied to two large publicly-available topology data sets. Certain metrics highlight differences between the two topologies, while one of our static metrics and several dynamic metrics display an invariance between the data sets. Invariant metrics may capture properties inherent to the Internet and independent of measurement methodology, and so may serve as better gauges for validating models. We continue by testing nine models-seven existing models and two of our own-according to these metrics applied to the two data sets. We distinguish between growth models that explicitly add nodes and links over time in a dynamic process, and static models that add all nodes and links in a batch process. All existing growth models show poor performance according to at least one metric, and only one existing static model, called Inet, matches all metrics well. Our two new models-growth models that are modest extensions of one of the simplest existing growth models-perform better than any other growth model across all metrics. Compared with Inet, our models are very simple. As growth models, they provide a possible explanation for the processes underlying the Internet's growth, explaining, for example, why the Internet's degree distribution is more skewed than baseline models would predict

A lexical signature (LS) consisting of several key words from a Web document is often sufficient information for finding the document later, even if its URL has changed. We conduct a large-scale empirical study of nine methods for generating lexical signatures, including Phelps and Wilensky's original proposal (PW), seven of our own static variations, and one new dynamic method. We examine their performance on the Web over a 10-month period, and on a TREC data set, evaluating their ability to both (1) uniquely identify the original (possibly modified) document, and (2) locate other relevant documents if the original is lost. Lexical signatures chosen to minimize document frequency (DF) are good at unique identification but poor at finding relevant documents. PW works well on the relatively small TREC data set, but acts almost identically to DF on the Web, which contains billions of documents. Term-frequency-based lexical signatures (TF) are very easy to compute and often perform well, but are highly dependent on the ranking system of the search engine used. The term-frequency inverse-document-frequency- (TFIDF-) based method and hybrid methods (which combine DF with TF or TFIDF) seem to be the most promising candidates among static methods for generating effective lexical signatures. We propose a dynamic LS generator called Test & Select (TS) to mitigate LS conflict. TS outperforms all eight static methods in terms of both extracting the desired document and finding relevant information, over three different search engines. All LS methods show significant performance degradation as documents in the corpus are edited.

The susceptibility of the Internet to random faults, malicious attacks, and mixtures of faults and attacks are analyzed. We analyze actual Internet data, as well as simulated data created with network models. The network models generalize previous research, and allow generation of graphs ranging from uniform to preferential, and from static to dynamic. We introduce new metrics for analyzing the connectivity and performance of networks which improve upon metrics used in earlier research. Previous research has shown that preferential networks like the Internet are more robust to random failures compared to uniform networks. We find that preferential networks, including the Internet, are more robust only when more than 95% of failures are random faults, and robustness is measured with average diameter. The advantage of preferential networks disappears with alternative metrics, and when a small fraction of faults are attacks. We also identify dynamic characteristics of the Internet which can be used to create improved network models. This model should allow more accurate analysis for the future Internet, for example facilitating the design of network protocols with optimal performance in the future, or predicting future attack and fault tolerance. We find that the Internet is becoming more preferential as it evolves. The average diameter has been stable or even decreasing as the number of nodes has been increasing. The Internet is becoming more robust to random failures over time, but has also become more vulnerable to attacks.

A lexical signature of a web page is often sufficient for finding the page, even if its URL has changed. We conduct a largescale empirical study of eight methods for generating lexi- cal signatures, including Phelps and Wilensky's [14] original proposal (PW) and seven of our own variations. We exmnine their performance on the web and on a TREC data set, evaluating their ability both to uniquely identify the origi- nal document and to locate other relevant documents if the original is lost. Lexical signatures chosen to minimize document frequency (DF) are good at unique identification but poor at finding relevant documents. PW works well on the relatively small TREC data set, but acts almost identically to DF on the web, which contains billions of documents. Term-frequency-based lexical signatures (TF) are very easy to compute and often perform well, but are highly dependent on the ranking system of the search engine used. In general, TFIDF-based method and hybrid methods (which combine DF with TF or TFIDF) seem to be the most promising candidates for generating effective lexical signatures.