Lexical Matching of Queries and Ads Bid Terms in Sponsored Search.
Ricardo Baeza-YatesGuoqiang WangPublished in: SPIRE (2016)
Keyphrases
- sponsored search
- search engine
- online advertising
- user clicks
- click models
- commercial search engines
- click prediction
- computational advertising
- search behavior
- click through rate
- query terms
- query processing
- sponsored search auctions
- web search engines
- search queries
- query logs
- display advertising
- user queries
- contextual advertising
- query sessions
- user experience
- co occurrence
- search logs
- wordnet
- natural language processing