MOBIUS: Towards the Next Generation of Query-Ad Matching in Baidu's Sponsored Search.

Miao Fan Jiacheng Guo Shuai Zhu Shuo Miao Mingming Sun Ping Li

Published in: KDD (2019)

Keyphrases

sponsored search
click prediction
search engine
user clicks
commercial search engines
online advertising
user queries
web search

click through rate
search queries
data structure
click models
query processing
user experience
keyword search
query expansion

relevance feedback
sponsored search auctions
keywords
search logs
query formulation
search behavior
retrieval systems

data sources
display advertising
information retrieval
contextual advertising
query terms
search advertising
user interaction