相关论文: Keyword Optimization in Sponsored Search Advertisi…
The retrieval-ranking paradigm has long dominated e-commerce search, but its reliance on query-item matching fundamentally misaligns with multi-stage cognitive decision processes of platform users. This misalignment introduces critical…
Online political advertising is a central aspect of modern election campaigning for influencing public opinion. Computational analysis of political ads is of utmost importance in political science to understand the characteristics of…
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 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…
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…
Online recommendation and advertising are two major income channels for online recommendation platforms (e.g. e-commerce and news feed site). However, most platforms optimize recommending and advertising strategies by different teams…
In this study, we apply reinforcement learning techniques and propose what we call reinforcement mechanism design to tackle the dynamic pricing problem in sponsored search auctions. In contrast to previous game-theoretical approaches that…
In search and advertisement ranking, it is often required to simultaneously maximize multiple objectives. For example, the objectives can correspond to multiple intents of a search query, or in the context of advertising, they can be…
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…
Diverse keyword suggestions for a given landing page or matching queries to diverse documents is an active research area in online advertising. Modern search engines provide advertisers with products like Dynamic Search Ads and Smart…
This paper presents an approach to identify efficient techniques used in Web Search Engine Optimization (SEO). Understanding SEO factors which can influence page ranking in search engine is significant for webmasters who wish to attract…
In online advertising (Ad), advertisers are always eager to know how to globally optimize their budget allocation strategies across different channels for more conversions such as orders, payments, etc. Ignoring competition among different…
Internet search companies sell advertisement slots based on users' search queries via an auction. Advertisers have to determine how to place bids on the keywords of their interest in order to maximize their return for a given budget: this…
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…
Co-branding has become a vital strategy for businesses aiming to expand market reach within recommendation systems. However, identifying effective cross-industry partnerships remains challenging due to resource imbalances, uncertain brand…
Protecting privileged communications and data from disclosure is paramount for legal teams. Unrestricted legal advice, such as attorney-client communications or litigation strategy. are vital to the legal process and are exempt from…
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…
The explosion of information constrains the judgement of search terms associated with Knowledge-Based Web Ecosystem (KBWE), making the retrieval of relevant information and its knowledge management challenging. The existing information…
Keyword decision in Sponsored Search Advertising is critical to the success of ad campaigns. While LLM-based methods offer automated keyword generation, they face three major limitations: reliance on large-scale query-keyword pair data,…
Sponsored search is an important monetization channel for search engines, in which an auction mechanism is used to select the ads shown to users and determine the prices charged from advertisers. There have been several pieces of work in…