creators_name: Chang, William
creators_name: Pantel, Patrick
creators_name: Popescu, Ana-Maria
creators_name: Gabrilovich, Evgeniy
type: conference_item
datestamp: 2009-04-06 19:12:31
lastmod: 2009-04-14 04:37:11
metadata_visibility: show
title: Towards Intent-Driven Bidterm Suggestion
ispublished: pub
full_text_status: public
pres_type: poster
abstract: In online advertising, pervasive in commercial search engines, advertisers typically bid on few terms, and the scarcity of data makes ad matching difficult. Suggesting additional bidterms can significantly improve ad clickability and conversion rates. In this paper, we present a large-scale bidterm suggestion system that models an advertiser’s intent and finds new bidterms consistent with that intent. Preliminary experiments show that our system significantly increases the coverage of a state of the art production system used at Yahoo while maintaining comparable precision. 
date: 2009-04
pagerange: 1093-1093
event_title: 18th International World Wide Web Conference
event_location: Madrid, Spain
event_dates: April 20th-24th, 2009
event_type: conference
refereed: TRUE
citation: Chang, William <http://www2009.eprints.org/view/author/Chang=3AWilliam=3A=3A.html> and Pantel, Patrick <http://www2009.eprints.org/view/author/Pantel=3APatrick=3A=3A.html> and Popescu, Ana-Maria <http://www2009.eprints.org/view/author/Popescu=3AAna-Maria=3A=3A.html> and Gabrilovich, Evgeniy <http://www2009.eprints.org/view/author/Gabrilovich=3AEvgeniy=3A=3A.html> (2009) Towards Intent-Driven Bidterm Suggestion. In: 18th International World Wide Web Conference, April 20th-24th, 2009, Madrid, Spain.
document_url: http://www2009.eprints.org/127/1/p1093.pdf