相关论文: Keyword Optimization in Sponsored Search Advertisi…

Bid optimization for online advertising from single advertiser's perspective has been thoroughly investigated in both academic research and industrial practice. However, existing work typically assume competitors do not change their bids,…

In this paper, we initiate the study of the multiplicative bidding language adopted by major Internet search companies. In multiplicative bidding, the effective bid on a particular search auction is the product of a base bid and bid…

Designing effective algorithmic components remains a fundamental obstacle in tackling NP-hard combinatorial optimization problems (COPs), where solvers often rely on carefully hand-crafted strategies. Despite recent advances in using large…

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"…

In this paper, we propose a bid optimizer for sponsored keyword search auctions which leads to better retention of advertisers by yielding attractive utilities to the advertisers without decreasing the revenue to the search engine. The bid…

We present an algorithm for constructing an optimal slate of sponsored search advertisements which respects the ordering that is the outcome of a generalized second price auction, but which must also accommodate complicating factors such as…

Keyword search engines are essential elements of large information spaces. The largest information space is the Web, and keyword search engines play crucial role there. The advent of keyword search engines has provided a quantum leap in the…

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…

Differing from sentiment transfer, positive reframing seeks to substitute negative perspectives with positive expressions while preserving the original meaning. With the emergence of pre-trained language models (PLMs), it is possible to…

Due to the unstructuredness and the lack of schemas of graphs, such as knowledge graphs, social networks, and RDF graphs, keyword search for querying such graphs has been proposed. As graphs have become voluminous, large-scale distributed…

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…

Online advertising has become a key source of revenue for both web search engines and online publishers. For them, the ability of allocating right ads to right webpages is critical because any mismatched ads would not only harm web users'…

Large language models(LLM) such as ChatGPT have substantially simplified the generation of marketing copy, yet producing content satisfying domain specific requirements, such as effectively engaging customers, remains a significant…

Multi-level optimization has gained increasing attention in recent years, as it provides a powerful framework for solving complex optimization problems that arise in many fields, such as meta-learning, multi-player games, reinforcement…

In pay-per click sponsored search auctions which are currently extensively used by search engines, the auction for a keyword involves a certain number of advertisers (say k) competing for available slots (say m) to display their ads. This…

Digital advertising is a critical part of many e-commerce platforms such as Taobao and Amazon. While in recent years a lot of attention has been drawn to the consumer side including canonical problems like ctr/cvr prediction, the advertiser…

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…

Internet advertising is a sophisticated game in which the many advertisers "play" to optimize their return on investment. There are many "targets" for the advertisements, and each "target" has a collection of games with a potentially…

The goal of this work is to detect new spoken terms defined by users. While most previous works address Keyword Spotting (KWS) as a closed-set classification problem, this limits their transferability to unseen terms. The ability to define…

Information on the web is prodigious; searching relevant information is difficult making web users to rely on search engines for finding relevant information on the web. Search engines index and categorize web pages according to their…