Automatic generation of listing ads by reusing promotional texts

Authors:
Atsushi Fujita;Katsuhiro Ikushima;Satoshi Sato;Ryo Kamite;Ko Ishiyama;Osamu Tamachi
Affiliations:
Future University Hakodate, Hakodate, Japan;Nagoya University, Nagoya, Japan;Nagoya University, Nagoya, Japan;Recruit Co., Ltd., Chuo-ku, Tokyo, Japan;Recruit Co., Ltd., Chuo-ku, Tokyo, Japan;Recruit Co., Ltd., Chuo-ku, Tokyo, Japan
Venue:
Proceedings of the 12th International Conference on Electronic Commerce: Roadmap for the Future of Electronic Business
Year:
2010

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Abstract

This paper describes a system that automatically generates shop-specific listing ads by reusing textual data promoting each shop. As the textual data available for this research are primarily created for use on a restaurant portal site on the Web, we applied three methods for making it usable for the descriptive texts of ads. The only manual task is creating a couple of domain-specific patterns. Subjective evaluation showed that our system can generate ads with sufficiently high precision and coverage. A one-month experiment using Overture Sponsored Search showed that a number of the automatically generated ads had higher CTRs than the template-based baseline ads. This indicates that automatically generated ads can promote shops more effectively than template-based ads.