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1、OnlineExpansionofRareQueriesforSponsoredSearchAndreiBroder,PeterCiccolo,EvgeniyGabrilovich,VanjaJosifovski,DonaldMetzler,LanceRiedel,JeffreyYuanYahoo!Research2821MissionCollegeBlvd.SantaClara,CA95054{broder,ciccolo,gabr,vanjaj,metzler,riedell,yuanjef}@yahoo-inc.
2、comABSTRACTadvertiserspayfortheplacementoftheiradsontheresultpage,thesearchoftheadspaceiscommonlycalledspon-Sponsoredsearchsystemsaretaskedwithmatchingqueriessoredsearch.Thetwomainscenariosofsponsoredsearchtorelevantadvertisements.Thecurrentstate-of-the-artmat-a
3、dvertisingareexactmatch,whereadvertisersspecifythechingalgorithmsexpandtheuser’squeryusingavarietyexactquery(bidphrase)forwhichtheadistobeshown,ofexternalresources,suchasWebsearchresults.Whileandbroadmatchwherequeriesarematchedagainstadsus-theseexpansion-basedal
4、gorithmsarehighlyeffective,theyingabroadercriterion.Thistypicallyincludesmatchingthearelargelyinefficientandcannotbeappliedinreal-time.queryagainsttheadtext,targetWebsite(landingpage),Inpractice,suchalgorithmsareappliedofflinetopopularorotherinformationrelatedtotheus
5、er,ad,oradvertiser.queries,withtheresultsoftheexpensiveoperationscachedItisawellknownfactthatthevolumedistributionofWebforfastaccessatquerytime.Inthispaper,wedescribeansearchqueriesfollowsthepowerlaw[28].Themostfrequentefficientandeffectiveapproachformatchingadsaga
6、instrarequeriescomposetheheadandtorsoofthecurve,whilethequeriesthatwerenotprocessedoffline.Theapproachbuildslowvolume,rarerqueriesmakeupthetailofthecurve.anexpandedqueryrepresentationbyleveragingofflinepro-Whileindividuallyrare,tailqueriesmakeupasignificantcessingdon
7、eforrelatedpopularqueries.Ourexperimentalportionofthequeryvolume.Forthisreason,tailqueriesresultsshowthatourapproachsignificantlyimprovesthehavesignificantpotentialforadvertisingrevenue.effectivenessofadvertisingonrarequerieswithonlyaneg-Websearchenginesreturnresul
8、tsformostqueries,in-ligibleincreaseincomputationalcost.cludingthoseinthetailofthecurve.However,thisisnotthecaseforsponsoredsearch.OurevaluationoftwomajorCategoriesand
