creators_name: Broder, Andrei creators_name: Ciccolo, Peter creators_name: Gabrilovich, Evgeniy creators_name: Josifovski, Vanja creators_name: Metzler, Donald creators_name: Riedel, Lance creators_name: Yuan, Jeffrey type: conference_item datestamp: 2009-04-06 19:09:56 lastmod: 2009-04-29 12:19:21 metadata_visibility: show title: Online Expansion of Rare Queries for Sponsored Search ispublished: pub full_text_status: public pres_type: paper abstract: 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 pagerange: 511-511 event_title: 18th International World Wide Web Conference event_location: Madrid, Spain event_dates: April 20th-24th, 2009 event_type: conference refereed: TRUE citation: 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. document_url: http://www2009.eprints.org/52/1/p511.pdf document_url: http://www2009.eprints.org/52/2/metzler-www09.pdf