Paper Info
Title
Optimizing relevance and revenue in ad search: a query substitution approach
Abstract
The primary business model behind Web search is based on textual advertising, where contextually relevant ads are displayed alongside search results. We address the problem of selecting these ads so that they are both relevant to the queries and profitable to the search engine, showing that optimizing ad relevance and revenue is not equivalent. Selecting the best ads that satisfy these constraints also naturally incurs high computational costs, and time constraints can lead to reduced relevance and profitability. We propose a novel two-stage approach, which conducts most of the analysis ahead of time. An offine preprocessing phase leverages additional knowledge that is impractical to use in real time, and rewrites frequent queries in a way that subsequently facilitates fast and accurate online matching. Empirical evaluation shows that our method optimized for relevance matches a state-of-the-art method while improving expected revenue. When optimizing for revenue, we see even more substantial improvements in expected revenue.
Year
DOI
Venue
2008
10.1145/1390334.1390404
SIGIR
Keywords
Field
DocType
web search,expected revenue,ad search,optimizing relevance,optimizing ad relevance,search engine,contextually relevant ad,time constraint,real time,query substitution approach,state-of-the-art method,search result,reduced relevance,algorithms,satisfiability,revenue,economics,online advertising,relevance,business model
Revenue,Data mining,Search engine,Information retrieval,Computer science,Online advertising,Preprocessor,Profitability index,Business model
Conference
Citations 
PageRank 
References 
59
2.32
18
Authors
6
Name
Order
Citations
PageRank
Filip Radlinski12644122.55
Andrei Broder27357920.20
Peter Ciccolo32067.73
Evgeniy Gabrilovich44573224.48
Vanja Josifovski52265148.84
Lance Riedel645419.42