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Click models are an important tool for leveraging user feedback, and are used by commercial search engines for surfacing relevant search results. However, existing click models are lacking in two aspects. First, they do not share…
E-commerce sellers are recommended keyphrases based on their inventory on which they advertise to increase buyer engagement (clicks/sales). Keyphrases must be pertinent to items; otherwise, it can result in seller dissatisfaction and poor…
Developing a universal model that can efficiently and effectively respond to a wide range of information access requests -- from retrieval to recommendation to question answering -- has been a long-lasting goal in the information retrieval…
In search advertising, keyword matching connects user queries with relevant ads. While token-based matching increases ad coverage, it can reduce relevance due to overly permissive semantic expansion. This work extends keyword reach through…
Retargeting ads are increasingly prevalent on the Internet as their effectiveness has been shown to outperform conventional targeted ads. Retargeting ads are not only based on users' interests, but also on their intents, i.e. commercial…
Sponsored Search is a major source of revenue for web search engines. Since sponsored search follows a pay-per-click model, showing relevant ads for receiving clicks is crucial. Matching categories of a query and its ad candidates have been…
In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a challenging task, due to the highly uncertain environment of…
Retrieving keywords (bidwords) with the same intent as query, referred to as close variant keywords, is of prime importance for effective targeted search advertising. For head and torso search queries, sponsored search engines use a huge…
Sponsored search has more than 20 years of history, and it has been proven to be a successful business model for online advertising. Based on the pay-per-click pricing model and the keyword targeting technology, the sponsored system runs…
In this paper, we study multiple problems from sponsored product optimization in ad system, including position-based de-biasing, click-conversion multi-task learning, and calibration on predicted click-through-rate (pCTR). We propose a…
Candidate retrieval is a fundamental issue in recommendation system. Given user's recommendation request, relevant candidates need to be retrieved in realtime for subsequent ranking operations. Considering that the retrieval operation is…
Query-to-bidword(i.e., bidding keyword) rewriting is fundamental to sponsored search, transforming noisy user queries into semantically relevant and commercially valuable keywords. Recent advances in large language models (LLMs) improve…
This paper explores the integration of strategic optimization methods in search advertising, focusing on ad ranking and bidding mechanisms within E-commerce platforms. By employing a combination of reinforcement learning and evolutionary…
In e-commerce, a user tends to search for the desired product by issuing a query to the search engine and examining the retrieved results. If the search engine was successful in correctly understanding the user's query, it will return…
Synonymous keyword retrieval has become an important problem for sponsored search ever since major search engines relax the exact match product's matching requirement to a synonymous level. Since the synonymous relations between queries and…
In large-scale advertising recommendation systems, retrieval serves as a critical component, aiming to efficiently select a subset of candidate ads relevant to user behaviors from a massive ad inventory for subsequent ranking and…
In a sponsored search engine, generative retrieval models are recently proposed to mine relevant advertisement keywords for users' input queries. Generative retrieval models generate outputs token by token on a path of the target library…
With the rise of social networks, information on the internet is no longer solely organized by web pages. Rather, content is generated and shared among users and organized around their social relations on social networks. This presents new…
In sponsored search, advertisement (abbreviated ad) slots are usually sold by a search engine to an advertiser through an auction mechanism in which advertisers bid on keywords. In theory, auction mechanisms have many desirable economic…
In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines. This paper presents an overarching framework for keyword decisions that…