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Lexical Matching of Queries and Ads Bid Terms in Sponsored Search

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String Processing and Information Retrieval (SPIRE 2016)

Part of the book series: Lecture Notes in Computer Science ((LNTCS,volume 9954))

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Abstract

We present an algorithm that matches queries to a set of advertising bid terms, including lexical variants. We use an enhanced digital tree as index that allows to match misspelled words, word segmentation and splitting, and some stems. The results, both in quality and performance, are competitive and improved revenue in several percentage points. To the best of our knowledge, this is the first pure lexical matching algorithm for sponsored search.

This work was carried out when the first author was at Yahoo Labs.

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Notes

  1. 1.

    See https://en.wikipedia.org/wiki/GeoPlanet.

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Author information

Authors and Affiliations

  1. Web Research Group, DTIC, Universitat Pompeu Fabra, Barcelona, Spain

    Ricardo Baeza-Yates

  2. DCC, Universidad de Chile, Santiago, Chile

    Ricardo Baeza-Yates

  3. Yahoo Inc., Sunnyvale, USA

    Guoqiang Wang

Authors
  1. Ricardo Baeza-Yates
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  2. Guoqiang Wang
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Corresponding author

Correspondence to Ricardo Baeza-Yates .

Editor information

Editors and Affiliations

  1. Kyushu University , Fukuoka, Japan

    Shunsuke Inenaga

  2. Mathematical Informatics, University of Tokyo , Tokyo, Japan

    Kunihiko Sadakane

  3. Computer Science, Waseda University , Tokyo, Japan

    Tetsuya Sakai

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Baeza-Yates, R., Wang, G. (2016). Lexical Matching of Queries and Ads Bid Terms in Sponsored Search. In: Inenaga, S., Sadakane, K., Sakai, T. (eds) String Processing and Information Retrieval. SPIRE 2016. Lecture Notes in Computer Science(), vol 9954. Springer, Cham. https://doi.org/10.1007/978-3-319-46049-9_22

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  • DOI: https://doi.org/10.1007/978-3-319-46049-9_22

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-46048-2

  • Online ISBN: 978-3-319-46049-9

  • eBook Packages: Computer ScienceComputer Science (R0)

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