title: Online Expansion of Rare Queries for Sponsored Search creator: Broder, Andrei creator: Ciccolo, Peter creator: Gabrilovich, Evgeniy creator: Josifovski, Vanja creator: Metzler, Donald creator: Riedel, Lance creator: Yuan, Jeffrey description: 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. date: 2009-04 type: Conference or Workshop Item type: PeerReviewed format: application/pdf identifier: http://www2009.eprints.org/52/1/p511.pdf format: application/pdf identifier: http://www2009.eprints.org/52/2/metzler-www09.pdf identifier: Broder, Andrei and Ciccolo, Peter and Gabrilovich, Evgeniy and Josifovski, Vanja and Metzler, Donald and Riedel, Lance and Yuan, Jeffrey (2009) Online Expansion of Rare Queries for Sponsored Search. In: 18th International World Wide Web Conference, April 20th-24th, 2009, Madrid, Spain. relation: http://www2009.eprints.org/52/