Towards interactive query expansion
SIGIR '88 Proceedings of the 11th annual international ACM SIGIR conference on Research and development in information retrieval
The probability ranking principle in IR
Readings in information retrieval
A language modeling approach to information retrieval
Proceedings of the 21st annual international ACM SIGIR conference on Research and development in information retrieval
Information retrieval as statistical translation
Proceedings of the 22nd annual international ACM SIGIR conference on Research and development in information retrieval
Improving the effectiveness of information retrieval with local context analysis
ACM Transactions on Information Systems (TOIS)
A vector space model for automatic indexing
Communications of the ACM
Relevance based language models
Proceedings of the 24th annual international ACM SIGIR conference on Research and development in information retrieval
Model-based feedback in the language modeling approach to information retrieval
Proceedings of the tenth international conference on Information and knowledge management
Cumulated gain-based evaluation of IR techniques
ACM Transactions on Information Systems (TOIS)
Efficient query evaluation using a two-level retrieval process
CIKM '03 Proceedings of the twelfth international conference on Information and knowledge management
A study of smoothing methods for language models applied to information retrieval
ACM Transactions on Information Systems (TOIS)
A Markov random field model for term dependencies
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Impedance coupling in content-targeted advertising
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Inverted files for text search engines
ACM Computing Surveys (CSUR)
Finding advertising keywords on web pages
Proceedings of the 15th international conference on World Wide Web
Generating query substitutions
Proceedings of the 15th international conference on World Wide Web
Predicting clicks: estimating the click-through rate for new ads
Proceedings of the 16th international conference on World Wide Web
Efficient document retrieval in main memory
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
Robust classification of rare queries using web knowledge
SIGIR '07 Proceedings of the 30th annual international ACM SIGIR conference on Research and development in information retrieval
A noisy-channel approach to contextual advertising
Proceedings of the 1st international workshop on Data mining and audience intelligence for advertising
Unsupervised query segmentation using generative language models and wikipedia
Proceedings of the 17th international conference on World Wide Web
Search advertising using web relevance feedback
Proceedings of the 17th ACM conference on Information and knowledge management
Online expansion of rare queries for sponsored search
Proceedings of the 18th international conference on World wide web
Regression Rank: Learning to Meet the Opportunity of Descriptive Queries
ECIR '09 Proceedings of the 31th European Conference on IR Research on Advances in Information Retrieval
Extracting structured information from user queries with semi-supervised conditional random fields
Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval
Automatic generation of bid phrases for online advertising
Proceedings of the third ACM international conference on Web search and data mining
Improving ad relevance in sponsored search
Proceedings of the third ACM international conference on Web search and data mining
Similarity measures for short segments of text
ECIR'07 Proceedings of the 29th European conference on IR research
The sum of its parts: reducing sparsity in click estimation with query segments
Information Retrieval
Proceedings of the 20th ACM international conference on Information and knowledge management
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Information retrieval in search advertising, as in other ad-hoc retrieval tasks, aims to find the most appropriate ranking of the ad documents of a corpus for a given query. In addition to ranking the ad documents, we also need to filter or threshold irrelevant ads from participating in the auction to be displayed alongside search results. In this work, we describe our experience in implementing a successful ad retrieval system for a commercial search engine based on the Language Modeling (LM) framework for retrieval. The LM demonstrates significant performance improvements over the baseline vector space model (TF-IDF) system that was in production at the time. From a modeling perspective, we propose a novel approach to incorporate query segmentation and phrases in the LM framework, discuss impact of score normalization for relevance filtering, and present preliminary results of incorporating query expansions using query rewriting techniques. From an implementation perspective, we also discuss real-time latency constraints of a production search engine and how we overcome them by adapting the WAND algorithm to work with language models. In sum, our LM formulation is considerably better in terms of accuracy metrics such as Precision-Recall (10% improvement in AUC) and nDCG (8% improvement in nDCG@5) on editorial data and also demonstrates significant improvements in clicks in live user tests (0.787% improvement in Click Yield, with 8% coverage increase). Finally, we hope that this paper provides the reader with adequate insights into the challenges of building a system that serves millions of users every day.