Efficient query expansion for advertisement search
Haofen Wang, Liang Wen Yan, Linyun Fu, Gui-Rong Xue, Yong Hai Yu · 2009
Online advertising represents a growing part of the revenues of ma-jor Internet service providers such as Google and Yahoo. A com-monly used strategy is to place advertisements (ads) on the search result pages according to the users ’ submitted queries. Relevant ads are likely to be clicked by a user and to increase the revenues of both advertisers and publishers. However, bid phrases defined by ad-owners are usually contained in limited number of ads. Directly matching user queries with bid phrases often results in finding few appropriate ads. To address this shortcoming, query expansion is often used to increase the chances to match the ads. Nevertheless, query expansion on top of the traditional inverted index faces ef-ficiency issues such as high time complexity and heavy I/O costs. Moreover, precision cannot always be improved, sometimes even hurt due to the involvement of additional noise.