WWW2009 EPrints

Online Expansion of Rare Queries for Sponsored Search

This item is a Paper in the Search track.


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Sponsored search systems are tasked with matching queries to relevant advertisements. The current state-of-the-art matching algorithms expand the user’s query using a variety of external resources, such as Web search results. While these expansion-based algorithms are highly effective, they are largely inefficient and cannot be applied in real-time. In practice, such algorithms are applied offline to popular queries, with the results of the expensive operations cached for fast access at query time. In this paper, we describe an efficient and effective approach for matching ads against rare queries that were not processed offline. The approach builds an expanded query representation by leveraging offline processing done for related popular queries. Our experimental results show that our approach significantly improves the effectiveness of advertising on rare queries with only a negligible increase in computational cost.

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About this site

This website has been set up for WWW2009 by Christopher Gutteridge of the University of Southampton, using our EPrints software.


We (Southampton EPrints Project) intend to preserve the files and HTML pages of this site for many years, however we will turn it into flat files for long term preservation. This means that at some point in the months after the conference the search, metadata-export, JSON interface, OAI etc. will be disabled as we "fossilize" the site. Please plan accordingly. Feel free to ask nicely for us to keep the dynamic site online longer if there's a rally good (or cool) use for it... [this has now happened, this site is now static]