Term-based commercial intent analysis

Authors:
Azin Ashkan;Charles L.A. Clarke
Affiliations:
University of Waterloo, Waterloo, ON, Canada;University of Waterloo, Waterloo, ON, Canada
Venue:
Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval
Year:
2009

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Abstract

In this work, we investigate the contribution of query terms and their corresponding ad click rates on commercial intent of queries. A probabilistic model is proposed following the hypothesis that a query is likely to receive ad clicks based on contributions from its individual terms.