Scalable Semantic Matching of Queries to Ads in Sponsored Search Advertising.
Mihajlo GrbovicNemanja DjuricVladan RadosavljevicFabrizio SilvestriRicardo Baeza-YatesAndrew FengErik OrdentlichLee YangGavin OwensPublished in: SIGIR (2016)
Keyphrases
- semantic matching
- sponsored search advertising
- search advertising
- ontology alignment
- web service composition
- database
- query processing
- web search engines
- purchase behavior
- query language
- query logs
- sponsored search
- semantic web services
- web services
- search queries
- user queries
- information systems
- display advertising
- service composition
- auction mechanisms
- web pages
- search engine