Related papers: Approximating Categorical Similarity in Sponsored …
Sponsored search represents a major source of revenue for web search engines. This popular advertising model brings a unique possibility for advertisers to target users' immediate intent communicated through a search query, usually by…
In sponsored search it is critical to match ads that are relevant to a query and to accurately predict their likelihood of being clicked. Commercial search engines typically use machine learning models for both query-ad relevance matching…
Sponsored search ads appear next to search results when people look for products and services on search engines. In recent years, they have become one of the most lucrative channels for marketing. As the fundamental basis of search ads,…
Sponsored search is an indispensable business model and a major revenue contributor of almost all the search engines. From the advertisers' side, participating in ranking the search results by paying for the sponsored search advertisement…
Cross-Modal sponsored search displays multi-modal advertisements (ads) when consumers look for desired products by natural language queries in search engines. Since multi-modal ads bring complementary details for query-ads matching, the…
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…
Sponsored search is a multi-billion dollar industry and makes up a major source of revenue for search engines (SE). click-through-rate (CTR) estimation plays a crucial role for ads selection, and greatly affects the SE revenue, advertiser…
In sponsored search, retrieving synonymous keywords for exact match type is important for accurately targeted advertising. Data-driven deep learning-based method has been proposed to tackle this problem. An apparent disadvantage of this…
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…
Predicting the click-through rate of an advertisement is a critical component of online advertising platforms. In sponsored search, the click-through rate estimates the probability that a displayed advertisement is clicked by a user after…
In sponsored search, retrieving synonymous keywords is of great importance for accurately targeted advertising. The semantic gap between queries and keywords and the extremely high precision requirements (>= 95\%) are two major challenges…
Accurately retrieving relevant bid keywords for user queries is critical in Sponsored Search but remains challenging, particularly for short, ambiguous queries. Existing dense and generative retrieval models often fail to capture nuanced…
Click prediction is one of the fundamental problems in sponsored search. Most of existing studies took advantage of machine learning approaches to predict ad click for each event of ad view independently. However, as observed in the…
Sponsored search becomes an easy platform to match potential consumers' intent with merchants' advertising. Advertisers express their willingness to pay for each keyword in terms of bids to the search engine. When a user's query matches the…
On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads…
Modern commercial Internet search engines display advertisements along side the search results in response to user queries. Such sponsored search relies on market mechanisms to elicit prices for these advertisements, making use of an…
Retrieval models such as CLSM is trained on click-through data which treats each clicked query-document pair as equivalent. While training on click-through data is reasonable, this paper argues that it is sub-optimal because of its noisy…
Sponsored search is a key revenue source for search engines, where advertisers bid on keywords to target users or search queries of interest. However, finding relevant keywords for a given query is challenging due to the large and dynamic…
Online advertisement is the main source of revenue for Internet business. Advertisers are typically ranked according to a score that takes into account their bids and potential click-through rates(eCTR). Generally, the likelihood that a…
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…