Optimizing relevance and revenue in ad search: A query substitution approach

ACM SIGIR 2008 - 31st Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, Proceedings

Volumn , Issue , 2008, Pages 403-410

  Radlinski, Filip ^a   Broder, Andrei ^b   Ciccolot, Peter ^b   Gabrilovich, Evgeniy ^b   Josifovski, Vanja ^b   Riedel, Lance ^b  

^a School of Operations Research and Information Engineering   (United States)

^b YAHOO RESEARCH   (United States)

Author keywords

Online advertising; Relevance; Revenue

Indexed keywords

INFORMATION RETRIEVAL; INFORMATION SERVICES; RESEARCH AND DEVELOPMENT MANAGEMENT; SEARCH ENGINES;

ADDITIONAL KNOWLEDGES; ART METHODS; BUSINESS MODELS; COMPUTATIONAL COSTS; EMPIRICAL EVALUATIONS; EXPECTED REVENUES; OFFLINE; ONLINE ADVERTISING; ONLINE MATCHING; PREPROCESSING PHASE; REAL TIMES; RELEVANCE; REVENUE; SEARCH RESULTS; SUBSTANTIAL IMPROVEMENTS; TIME CONSTRAINTS; WEB SEARCHES;

WORLD WIDE WEB;

EID: 57349181445     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1145/1390334.1390404     Document Type: Conference Paper

References (22)

1. P. Anick. Using terminological feedback for web search refinement - a log-based study. In SIGIR, 2003.
2. A. Broder, M. Fontoura, E. Gabrilovich, A. Joshi, V. Josifovski, and T. Zhang. Robust classification of rare queries using web knowledge. In SIGIR, 2007.
3. A. Broder, M. Fontoura, V. Josifovski, and L. Riedel. A semantic approach to contextual advertising. In SIGIR, pages 559-566, 2007.
4. A. Z. Broder, P. Ciccolo, M. Fontoura, E. Gabrilovich, V. Josifovski, and L. Riedel. Search advertising using web relevance feedback. In preparation.
5. P. Chatterjee, D. L. Hoffman, and T. P. Novak. Modeling the clickstream: Implications for web-based advertising efforts. Marketing Science, 22(4):520-541, 2003.
6. S. Cucerzan and E. Brill. Spelling correction as an iterative process that exploits the collective knowledge of web users. In EMNLP, pages 293-300, 2004.
7. S. C. Deerwester, S. T. Dumais, T. K. Landauer, G. W. Furnas, and R. A. Harshman. Indexing by latent semantic analysis. JASIS, 41(6):391-407, 1990.
8. B. Edelman, M. Ostrovsky, and M. Schwarz. Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. American Economic Review, 9(1):242-259, 2007.
9. E. Gabrilovich and S. Markovitch. Feature generation for text categorization using world knowledge. In IJCAI, pages 1048-1053, 2005.
10. T. Joachims. Making large-scale SVM learning practical. In B. Schlkopf, C. Burges, and A. Smola, editors, Advances in Kernel Methods. MIT Press, 1999.
11. R. Jones and D. C. Fain. Query word deletion prediction. In SIGIR, pages 435-436, 2003.
12. R. Jones, B. Rey, O. Madani, and W. Greiner. Generating query substitutions. In WWW, pages 387-396, 2006.
13. P. Kowalczyk, I. Zukerman, and M. Niemann. Analyzing the effect of query class on document retrieval performance. In Australian Conf. on AI, pages 550-561, 2004.
14. V. Lavrenko and W. B. Croft. Relevance-based language models. In SIGIR, pages 120-127, 2001.
15. C. D. Manning and H. Schuetze. Foundations of Statistical Natural Language Processing. MIT Press, 2000.
16. M. Mitra, A. Singhal, and C. Buckley. Improving automatic query expansion. In SIGIR, pages 206-214, 1998.
17. S. E. Robertson, S. Walker, S. Jones, M. M. Hancock-Beaulieu, and M. Gatford. Okapi at trec-3. In Proceedings of TREC-3, 1995.
18. G. Salton and C. Buckley. Term-weighting approaches in automatic text retrieval. Information Processing and Management, 24(5):513-523, 1988.
19. E. M. Voorhees. Query expansion using lexical-semantic relations. In SIGIR, pages 61-69, 1994.
20. C. Wang, P. Zhang, R. Choi, and M. D. Eredita. Understanding consumers attitude toward advertising. In Americas Conference on Information Systems, 2002.
21. J. Xu and W. B. Croft. Improving the effectiveness of information retrieval with local context analysis. TOIS, 18(1):79-112, 2000.
22. C. Zhai and J. D. Lafferty. Model-based feedback in the language modeling approach to information retrieval. In CIKM, pages 403-410, 2001.