the google age the path: search engines goto artifical intelligence professor dr. eduard heindl
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The Google Age
The Path: Search Engines goto Artifical IntelligenceProfessor Dr. Eduard Heindl
Eduard Heindl, Heindl Internet AG
Topics
Googles history The Google technology Why is Google special Why is Google so powerfull The future of Google
Eduard Heindl, Heindl Internet AG
Google Stone Age 1995 meeting of
Sergey Brin (23) and Larry Page (24)
1996 BackRub System starts at Stanford University
100.000$ support by Andy Bechtolsheim
7. September 1998 Start Google Inc.
*September 21, 1999, the beta label came off the website.
Eduard Heindl, Heindl Internet AG
Googles Philosophy
perfect search enginedefined by co-founder Larry Page
as something that:
"understands exactly what you mean and gives you back exactly what you want."
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Live of a Query
Quelle: http://www.google.com/corporate/query.html
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The PageRank Google sorts by PageRank The more links point to a
document, the higher is the rank
But not all links are equal, the PageRank of the referee counts too!
A recursives problem „solving an equation of
more than 500 million variables and 2 billion terms“ (source: Google)
Link
AA
LL MMNN
GG
OO
FFEE
CCBB
HHDD
II KK
Eduard Heindl, Heindl Internet AG
The Link MatrixA B C D E F G H I K L M N O
A 0 0 0 0 0 0 0 1 0 0 0 0 0 0
B 0 0 0 0 0 0 0 0 0 0 0 0 0 0
C 0 0 0 0 1 0 0 0 0 0 0 0 0 0
D 0 0 0 0 0 0 0 0 0 0 0 0 0 0
E 0 0 0 0 0 1 0 0 0 0 0 0 0 0
F 0 0 0 0 1 0 0 0 0 0 0 0 0 1
G 0 0 0 0 0 0 0 0 0 0 0 0 0 0
H 0 2 0 0 0 0 0 0 0 1 0 0 0 0
I 0 0 0 1 0 0 0 1 0 1 0 0 0 0
K 0 0 0 0 0 0 0 0 0 0 0 1 0 0
L 0 0 0 0 0 0 0 0 1 0 0 0 0 0
M 0 0 0 0 0 0 0 1 0 0 1 0 0 0
N 0 0 0 0 0 0 1 0 0 0 0 1 0 0
O 0 0 0 0 0 0 0 0 0 0 0 0 1 0
Link
AA
LL MMNN
GG
OO
FFEE
CCBB
HHDD
II KK
Eduard Heindl, Heindl Internet AG
What is Intelligence Know the best source Google's technology uses the collective
intelligence of the web to determine a page's importance1
There is no human involvement or manipulation of results1
'The ultimate search engine would be smart; it would understand everything in the world,' says Page.2
[1] http://www.google.com/corporate/tech.html[2] http://www.aaai.org/AITopics/assets/AIalerts/alert.12.18.02.html
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Why is Google special
Eduard Heindl, Heindl Internet AG
Domainnames of the top 5oo Yahoo Go Goo Gooooal Cool Room Moon Wanadoo Football Book Cartoon OO Objekt Oriented
Goodday tool School Choose Look Kategorie Gold Gov Pogo Bingo God Google
http://www.alexa.com/site/ds/top_500
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The largest Engine The computational power of Google: a cluster with
100.000 nodes using 6 PetaByte harddisc storage (The largest computational capacity on earth)*
Google stores „every“ document of the web, more than 30 TeraByte
4.285.199.774 documents, why? 232=4.294.967.296 limit for longinteger!
(2005: changed) >1.000 querys per second First time in history, a company name is used for a global
verb: „googeln“
Footnote: a PetaByte = 250 Byte = 1024 TeraByte* John Markoff in der NYT vom 13. April 2003
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Research Incredible fast
growth of R&D expense!
More than 100 Ph.D.´s work at Google, „industry's most unorthodox portfolio of human capital “*
*NYT, June 6, 2004
Research
Eduard Heindl, Heindl Internet AG
Zeitgeist Google knows the
trends Displayed by
county Displayed by topics Statistical value
worth 200.000.000 querrys a day
www.google.com/press/zeitgeist.html
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Google News A robot reads the newspaper and writes
Google News sorts using 2400 sources top news within different areas
Search within the news is available
Best, just behind Washington Post, online journalismus EPpy Award
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The Robot is not perfect
Car driving, car race and a injury
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A small Difference
Technik und Techno
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Google Ads
Advertisement made simple Everybody can place an
advertisement related to any word Pay per click Words with a low clickrate are
stopped More often clicked ads are higher
ranked
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Good Ads bad Ads This ad was clicked
by 1,2% of the user!
And that one received 50% more! (1,9%)
Ads optimization for less money than a pizza
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Another example
Which ad sourced more visitors?
0,7% 2,8% The data are highly
significant, reason: 3000 clicks were counted
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Google Adsense The easy way to
make money Pay per click Return up to XX€1 per
thousand visitors Presentation of ads
depends on content Significant higher
click through rate than classic banner ads
[1]Google does not allow content-partners to present there income
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Und so lautet der Beschluß
Daß die Maschine
etwas lernen mußAnd the decision is:
the machine has to learn something
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Learning
Learning means: give results and get better
WWW Search EngineUser
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Search Engine Version 0.1
Keywords before 1995 FIZ Karlsruhe Patent search
ContentSearchengine
User
Bibliothekar
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Search Engine I. Generation
Full text search ~ 1995 Lycos Altavista
WWWSearchEngine
User
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Search Engine II. Generation
New Algorithm Link structur Text cluster
WWW Search EngineUser
Pre-processing
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Search Engine III. Generation
Text understanding feedback Neuronal Algorithm
WWW Search EngineUser
IQreadunderstand
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Nutzer
Nutzeruser
Forces
Search Engine user Web pagegives link use link
unfaitfulSearchEngine
Optimized
happy
gives link
use link
Not satisfied
returns
SEO Search Engine
Optinizer
NewSearch Engine
improve algorithm
Receives advertisement
money
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Search System
Cycle
improve algorithm
Smart user
Receiveadvertisement
money
Contentdistributer
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Querrys Is the whole world represented
within the WWW? All documents are a human view
of the world A lot of documents are incomplete
or only copies It is hard to validate the content
by context But there is no other huge
digital source of knowledge
WWW
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Information within the Internet Multilingual content
Few languages are relevant, 50% is english
Data are highly redundant Advantage if inconsistent
Multimedia data (Images, movies) needs complex analysis
Image-text relation Allows system to learn from image
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How to read
Simple reading Problem: many pages use
complex, inkoherent structure (Table!)
Problem: fast changing content
Datebase should use the link structure of the WWW
read
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Understand the World? Does the system need
background knowledge? Can the system learn by
user habits? Is it neccessary to
understand the data structure?
Which algorithm is efficent for learning?
understand
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What is Intelligence
Knowledge for successful actions
Knowledge processing Best knowledge usage Knowledge expand by
additional information New knowledge
production
IQ
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Future
Hard to predict
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The Google Wall
Supplier Customer
Media
Advertisementtunnel
GoogleAdsense
Adwords
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Efficient Markets
Interface to Information
Supplier Customer
Optimized contribution
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Strategic Risic What happens if: Google stopps?
Hacker attack Physical attack
Some countries receive manipulation Censorship Results interchanged Change of Ownership (e.g. Microsoft)
Darkness within the Internet!
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The Stone Age
An AgeIf there is a special matter between man
and material
Information age: there is a special system between man and information, how should we call this epoche?
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Google goes Public
DON’T BE EVIL Don’t be evil. We believe strongly that in the long term, we will be better served—as shareholders and in all other ways—by a company that does good things for the world even if we forgo some short term gains. This is an important aspect of our culture and is broadly shared within the company.
Risks Related to Our Business and Industry We face significant competition from Microsoft and Yahoo.
2.718.281.828 Shares, price 0,01 $
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How much is Google worth
Aproximation (short term) 200.000.000 Search results a day Value per result 5ct Anual return $ 3,6 G
Maximum value (long term) 500 Mio. Google user Save 5 min a day = $ 1,0 Anual return = $ 182,5 G
+++ current value +++ about 80 G$ +++ stock
Eduard Heindl, Heindl Internet AG
Additional Reading This Lecture: heindl.de/google
google.com/about.html google.com/ads google.com/adsense labs.google.com labs.google.com/papers.html google.indicateur.com searchenginewatch.com
TThhee EEnndd