相关论文: MOBIUS: Towards the Next Generation of Query-Ad Ma…

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…

While China has become the biggest online market in the world with around 1 billion internet users, Baidu runs the world largest Chinese search engine serving more than hundreds of millions of daily active users and responding billions…

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, 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…

Online advertising systems typically use a cascaded architecture to manage massive requests and candidate volumes, where the ranking stages allocate traffic based on eCPM (predicted CTR $\times$ Bid). With the increasing popularity of…

Web recommendations provide personalized items from massive catalogs for users, which rely heavily on retrieval stages to trade off the effectiveness and efficiency of selecting a small relevant set from billion-scale candidates in online…

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…

The advancement of the communication technology and the popularity of the smart phones foster the booming of video ads. Baidu, as one of the leading search engine companies in the world, receives billions of search queries per day. How to…

As the heart of a search engine, the ranking system plays a crucial role in satisfying users' information demands. More recently, neural rankers fine-tuned from pre-trained language models (PLMs) establish state-of-the-art ranking…

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…

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…

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…

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…

The evolution of Large Language Models (LLMs) has significantly advanced multi-turn conversation systems, emphasizing the need for proactive guidance to enhance users' interactions. However, these systems face challenges in dynamically…

In Taobao, the largest e-commerce platform in China, billions of items are provided and typically displayed with their images. For better user experience and business effectiveness, Click Through Rate (CTR) prediction in online advertising…

Search advertising is essential for merchants to reach the target users on short video platforms. Short video ads aligned with user search intents are displayed through relevance matching and bid ranking mechanisms. This paper focuses on…

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…

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 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…

Model-based methods for recommender systems have been studied extensively for years. Modern recommender systems usually resort to 1) representation learning models which define user-item preference as the distance between their embedding…