相关论文: Personalized Attraction Enhanced Sponsored Search …
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…
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…
Sponsored search in E-commerce platforms such as Amazon, Taobao and Tmall provides sellers an effective way to reach potential buyers with most relevant purpose. In this paper, we study the auction mechanism optimization problem in…
Bidding optimization is one of the most critical problems in online advertising. Sponsored search (SS) auction, due to the randomness of user query behavior and platform nature, usually adopts keyword-level bidding strategies. In contrast,…
In E-commerce advertising, where product recommendations and product ads are presented to users simultaneously, the traditional setting is to display ads at fixed positions. However, under such a setting, the advertising system loses the…
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…
In e-commerce websites like Taobao, brand is playing a more important role in influencing users' decision of click/purchase, partly because users are now attaching more importance to the quality of products and brand is an indicator of…
Industrial sponsored search system (SSS) can be logically divided into three modules: keywords matching, ad retrieving, and ranking. During ad retrieving, the ad candidates grow exponentially. A query with high commercial value might…
We address the problem of personalization in the context of eCommerce search. Specifically, we develop personalization ranking features that use in-session context to augment a generic ranker optimized for conversion and relevance. We use a…
Sponsored search involves running an auction among advertisers who bid in order to have their ad shown next to search results for specific keywords. Currently, the most popular auction for sponsored search is the "Generalized Second Price"…
Modern e-commerce platforms offer vast product selections, making it difficult for customers to find items that they like and that are relevant to their current session intent. This is why it is key for e-commerce platforms to have near…
Product search is one of the most popular methods for people to discover and purchase products on e-commerce websites. Because personal preferences often have an important influence on the purchase decision of each customer, it is intuitive…
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…
Recently, interactive recommender systems are becoming increasingly popular. The insight is that, with the interaction between users and the system, (1) users can actively intervene the recommendation results rather than passively receive…
Sponsored search positions are typically allocated through real-time auctions, where the outcomes depend on advertisers' quality-adjusted bids - the product of their bids and quality scores. Although quality scoring helps promote ads with…
Promotions and discounts are essential components of modern e-commerce platforms, where they are often used to incentivize customers towards purchase completion. Promotions also affect revenue and may incur a monetary loss that is often…
Sponsored search in e-commerce poses several unique and complex challenges. These challenges stem from factors such as the asymmetric language structure between search queries and product names, the inherent ambiguity in user search intent,…
Advertisers play an essential role in many e-commerce platforms like Taobao and Amazon. Fulfilling their marketing needs and supporting their business growth is critical to the long-term prosperity of platform economies. However, compared…
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…
Search Engine marketing teams in the e-commerce industry manage global search engine traffic to their websites with the aim to optimize long-term profitability by delivering the best possible customer experience on Search Engine Results…