Domain name registrars and URL shortener service providers place advertisements on the parked domains (Internet domain names which are not in service) in order to generate profits. As the web contents have been removed, it is critical to make sure the displayed ads are directly related to the intents of the visitors who have been directed to the parked domains. Because of the missing contents in these domains, it is non-trivial to generate the keywords to describe the previous contents and therefore the users intents. In this paper we discuss the adaptive keywords extraction problem and introduce an algorithm based on the BM25F term weighting and linear multi-armed bandits. We built a prototype over a production domain registration system and evaluated it using crowdsourcing in multiple iterations. The prototype is compared with other popular methods and is shown to be more effective.
The work of @cite_22 proposed a classifier that uses multiple text features, including how often the term occurs in search query logs, to extract keywords for ads targeting based on logistic regression. The system discussed in @cite_29 first generates candidates by several methods including a translation model capable of generating phrases not appearing in the text of the pages. Then candidates are ranked in a probabilistic framework using both the translation model favouring relevant phrases, as well as a language model favouring well-formed phrases. Another relevant work can be found in @cite_27 . The authors proposed an exploration-exploitation algorithm of sorting keywords in an descending order of profit-to-cost ratio and adaptively identify the set of keywords to bid on based on historical performance, with a daily budget constraint. In this paper we try to find the keywords from the given webpage with additional web knowledge, rather than find profitable ones from a very large set (like 50k). Then we leave the matching between keywords and ads to display networks exchanges, such as Google AdSense.
@cite_27 @cite_29 @cite_22
2038263585 2053135957 2156577800
Increases in online search activities have spurred the growth of search-based advertising services offered by search engines. These services enable companies to promote their products to consumers based on their search queries. In most search-based advertising services, a company sets a daily budget, selects a set of keywords, determines a bid price for each keyword, and designates an ad associated with each selected keyword. When a consumer searches for one of the selected keywords, search engines then display the ads associated with the highest bids for that keyword on the search result page. A company whose ad is displayed pays the search engine only when the consumer clicks on the ad. If the company's spending has exceeded its daily budget, however, its ads will not be displayed. With millions of available keywords and a highly uncertain clickthru rate associated with the ad for each keyword, identifying the most profitable set of keywords given the daily budget constraint becomes challenging for companies wishing to promote their goods and services via search-based advertising. Motivated by these challenges, we formulate a model of keyword selection in search-based advertising services. We develop an algorithm that adaptively identifies the set of keywords to bid on based on historical performance. The algorithm prioritizes keywords based on a prefix ordering-- sorting of keywords in a descending order of profit-tocost ratio (or "bang-per-buck"). We show that the average expected profit generated by the algorithm converges to near-optimal profits. Furthermore, the convergence rate is independent of the number of keywords and scales gracefully with the problem's parameters. Extensive numerical simulations show that our algorithm outperforms existing methods, increasing profits by about 7 . One of the most prevalent online advertising methods is textual advertising. To produce a textual ad, an advertiser must craft a short creative (the text of the ad) linking to a landing page, which describes the product or service being promoted. Furthermore, the advertiser must associate the creative to a set of manually chosen bid phrases representing those Web search queries that should trigger the ad. For efficiency, given a landing page, the bid phrases are often chosen first, and then for each bid phrase the creative is produced using a template. Nevertheless, an ad campaign (e.g., for a large retailer) might involve thousands of landing pages and tens or hundreds of thousands of bid phrases, hence the entire process is very laborious. Our study aims towards the automatic construction of online ad campaigns: given a landing page, we propose several algorithmic methods to generate bid phrases suitable for the given input. Such phrases must be both relevant (that is, reflect the content of the page) and well-formed (that is, likely to be used as queries to a Web search engine). To this end, we use a two phase approach. First, candidate bid phrases are generated by a number of methods, including a (mono-lingual) translation model capable of generating phrases contained within the text of the input as well as previously "unseen" phrases. Second, the candidates are ranked in a probabilistic framework using both the translation model, which favors relevant phrases, as well as a bid phrase language model, which favors well-formed phrases. Empirical evaluation based on a real-life corpus of advertiser-created landing pages and associated bid phrases confirms the value of our approach, which successfully re-generates many of the human-crafted bid phrases and performs significantly better than a pure text extraction method. A large and growing number of web pages display contextual advertising based on keywords automatically extracted from the text of the page, and this is a substantial source of revenue supporting the web today. Despite the importance of this area, little formal, published research exists. We describe a system that learns how to extract keywords from web pages for advertisement targeting. The system uses a number of features, such as term frequency of each potential keyword, inverse document frequency, presence in meta-data, and how often the term occurs in search query logs. The system is trained with a set of example pages that have been hand-labeled with "relevant" keywords. Based on this training, it can then extract new keywords from previously unseen pages. Accuracy is substantially better than several baseline systems. The increasing growth of the World Wide Web constantly enlarges the revenue generated by search engine advertising. Advertisers bid on keywords associated with their products to display their ads on the search result pages. Keyword suggestion methods are proposed to fill the gap between the keywords chosen by advertisers and the popular queries, through finding new relevant keywords according to some statistical information (for example, the keyword co-occurrence). However, there is little effort taking semantic information, such as concept hierarchy, into account. In this paper, we propose a novel keyword suggestion method that fully exploits the semantic knowledge among concept hierarchy. Given a keyword, we first match it with some relevant concepts. Then the relevant concepts are used with their hierarchy to fertilize the meanings of the keywords. Finally new keywords are suggested according to the concept information rather than the statistical co-occurrence of the keyword itself. Experimental results show that our proposed method can successfully provide suggestion that meets the accuracy and coverage requirements Taxonomies, especially the ones in specific domains, are becoming indispensable to a growing number of applications. State-of-the-art approaches assume there exists a text corpus to accurately characterize the domain of interest, and that a taxonomy can be derived from the text corpus using information extraction techniques. In reality, neither assumption is valid, especially for highly focused or fast-changing domains. In this paper, we study a challenging problem: Deriving a taxonomy from a set of keyword phrases. A solution can benefit many real life applications because i) keywords give users the flexibility and ease to characterize a specific domain; and ii) in many applications, such as online advertisements, the domain of interest is already represented by a set of keywords. However, it is impossible to create a taxonomy out of a keyword set itself. We argue that additional knowledge and contexts are needed. To this end, we first use a general purpose knowledgebase and keyword search to supply the required knowledge and context. Then we develop a Bayesian approach to build a hierarchical taxonomy for a given set of keywords. We reduce the complexity of previous hierarchical clustering approaches from O(n2 log n) to O(n log n), so that we can derive a domain specific taxonomy from one million keyword phrases in less than an hour. Finally, we conduct comprehensive large scale experiments to show the effectiveness and efficiency of our approach. A real life example of building an insurance-related query taxonomy illustrates the usefulness of our approach for specific domains. extraction is an efficient approach to managing an explosion of online text on the Web. Traditionally, an abstraction of the online text is constructed though keywords, which are extracted according to a certain importance measure. One such measure is their occurrence frequency. However, previous work has not considered another important factor: the diversity of the keywords. Therefore, the extracted keywords tend to crowd on one hot topic in the corpora while failing to cover other important topics. In this paper, we propose new algorithms to alleviate the disadvantages of these traditional methods for keyword extraction. Firstly, we propose to extract key phrases instead of keywords because phrases can effectively reduce the ambiguity of single words. Secondly, by leveraging latent semantic analysis, we can learn the related topics for each phrase as well as the distance among the phrases, so that the extracted phrases are able to cover more topics. To demonstrate the performance of our method, we conducted experiments on two open datasets: 20 Newsgroup and Reuters-21578.We design three novel evaluation metrics, based on which both qualitative and quantitative analyses shows that our proposed algorithm can be used to improve the key phrase extraction performance significantly. Contextual advertising or Context Match (CM) refers to the placement of commercial textual advertisements within the content of a generic web page, while Sponsored Search (SS) advertising consists in placing ads on result pages from a web search engine, with ads driven by the originating query. In CM there is usually an intermediary commercial ad-network entity in charge of optimizing the ad selection with the twin goal of increasing revenue (shared between the publisher and the ad-network) and improving the user experience. With these goals in mind it is preferable to have ads relevant to the page content, rather than generic ads. The SS market developed quicker than the CM market, and most textual ads are still characterized by "bid phrases" representing those queries where the advertisers would like to have their ad displayed. Hence, the first technologies for CM have relied on previous solutions for SS, by simply extracting one or more phrases from the given page content, and displaying ads corresponding to searches on these phrases, in a purely syntactic approach. However, due to the vagaries of phrase extraction, and the lack of context, this approach leads to many irrelevant ads. To overcome this problem, we propose a system for contextual ad matching based on a combination of semantic and syntactic features. Wikipedia has become one of the largest online repositories of encyclopedic knowledge. Wikipedia editions are available for more than 200 languages, with entries varying from a few pages to more than 1 million articles per language. Embedded in each Wikipedia article is an abundance of links connecting the most important words or phrases in the text to other pages, thereby letting users quickly access additional information. An automatic text-annotation system combines keyword extraction and word-sense disambiguation to identify relevant links to Wikipedia pages. Recommending phrases from web pages for advertisers to bid on against search engine queries is an important research problem with direct commercial impact. Most approaches have found it infeasible to determine the relevance of all possible queries to a given ad landing page and have focussed on making recommendations from a small set of phrases extracted (and expanded) from the page using NLP and ranking based techniques. In this paper, we eschew this paradigm, and demonstrate that it is possible to efficiently predict the relevant subset of queries from a large set of monetizable ones by posing the problem as a multi-label learning task with each query being represented by a separate label. We develop Multi-label Random Forests to tackle problems with millions of labels. Our proposed classifier has prediction costs that are logarithmic in the number of labels and can make predictions in a few milliseconds using 10 Gb of RAM. We demonstrate that it is possible to generate training data for our classifier automatically from click logs without any human annotation or intervention. We train our classifier on tens of millions of labels, features and training points in less than two days on a thousand node cluster. We develop a sparse semi-supervised multi-label learning formulation to deal with training set biases and noisy labels harvested automatically from the click logs. This formulation is used to infer a belief in the state of each label for each training ad and the random forest classifier is extended to train on these beliefs rather than the given labels. Experiments reveal significant gains over ranking and NLP based techniques on a large test set of 5 million ads using multiple metrics. While a webpage usually contains hundreds of words, there are only two to three tags that would typically be assigned to this page. Most tags could be found in related aspects of the page, such as the page own content, the anchor texts around the page, and the user’s own opinion about the page. Thus it is not an easy job to extract the most appropriate two to three tags to recommend for a target user. In addition, the recommendations should be unique for every user, since everyone’s perspective for the page is different. In this paper, we treat the task of recommending tags as to find the most likely tags that would be chosen by the user. We first applied the TF-IDF algorithm on the limited description of the page content, in order to extract the keywords for the page. Based on these top keywords, association rules from history records are utilized to find the most probable tags to recommend. In addition, if the page has been tagged before by other users or the user has tagged other resources before, that history information is also exploited to find the most appropriate recommendations. In this paper we describe experiments conducted for CLEF- IP 2011 Prior Art Retrieval track. We examined the impact of 1) us- ing key phrase extraction to generate queries from input patent and 2) the use of citation network and (International Patent Classification) IPC class vector in ranking patents. Variations of a popular key phrase extrac- tion technique were explored for extracting and scoring terms of query patent. These terms are used as queries to retrieve similar patents. In the second approach, we use a two stage retrieval model to find similar patents. Each patent is represented as an IPC class vector. Citation net- work of patents is used to propagate these vectors from a node (patent) to its neighbors (cited patents). Similar patents are found by comparing query vector with vectors of patents in the corpus. Text based search is used to re-rank this solution set to improve precision. Two-stage sys- tem is used to retrieve and rank patents. Finally, we also extract and add citations present within the text of a query patent to the result set. Adding these citations (present in query patent text) to the results shows significant improvement in Mean Average Precision (MAP). Common diculties like the cold-start problem and a lack of sucient information about users due to their limited interactions have been major challenges for most recommender systems (RS). To overcome these challenges and many similar ones that result in low accuracy (precision and recall) recommendations, we propose a novel system that extracts semantically-related search keywords based on the aggregate behavioral data of many users. These semantically-related search keywords can be used to substantially increase the amount of knowledge about a specic user’s interests based upon even a few searches and thus improve the accuracy of the RS. The proposed system is capable of mining aggregate user search logs to discover semantic relationships between key phrases in a manner that is language agnostic, human understandable, and virtually noise-free. These semantically related keywords are obtained by looking at the links between queries of similar users which, we believe, represent a largely untapped source for discovering latent semantic relationships between search terms. Inspired by the great success of information retrieval (IR) style keyword search on the web, keyword search on XML has emerged recently. The difference between text database and XML database results in three new challenges: (1) Identify the user search intention, i.e. identify the XML node types that user wants to search for and search via. (2) Resolve keyword ambiguity problems: a keyword can appear as both a tag name and a text value of some node; a keyword can appear as the text values of different XML node types and carry different meanings. (3) As the search results are sub-trees of the XML document, new scoring function is needed to estimate its relevance to a given query. However, existing methods cannot resolve these challenges, thus return low result quality in term of query relevance. In this paper, we propose an IR-style approach which basically utilizes the statistics of underlying XML data to address these challenges. We first propose specific guidelines that a search engine should meet in both search intention identification and relevance oriented ranking for search results. Then based on these guidelines, we design novel formulae to identify the search for nodes and search via nodes of a query, and present a novel XML TF*IDF ranking strategy to rank the individual matches of all possible search intentions. Lastly, the proposed techniques are implemented in an XML keyword search engine called XReal, and extensive experiments show the effectiveness of our approach. We consider the problem of a search engine trying to assign a sequence of search keywords to a set of competing bidders, each with a daily spending limit. The goal is to maximize the revenue generated by these keyword sales, bearing in mind that, as some bidders may eventually exceed their budget, not all keywords should be sold to the highest bidder. We assume that the sequence of keywords (or equivalently, of bids) is revealed on-line. Our concern will be the competitive ratio for this problem versus the off-line optimum. We extend the current literature on this problem by considering the setting where the keywords arrive in a random order. In this setting we are able to achieve a competitive ratio of 1-e under some mild, but necessary, assumptions. In contrast, it is already known that when the keywords arrive in an adversarial order, the best competitive ratio is bounded away from 1. Our algorithm is motivated by PAC learning, and proceeds in two parts: a training phase, and an exploitation phase. This paper is concerned with the joint allocation of bid price and campaign budget in sponsored search. In this application, an advertiser can create a number of campaigns and set a budget for each of them. In a campaign, he she can further create several ad groups with bid keywords and bid prices. Data analysis shows that many advertisers are dealing with a very large number of campaigns, bid keywords, and bid prices at the same time, which poses a great challenge to the optimality of their campaign management. As a result, the budgets of some campaigns might be too low to achieve the desired performance goals while those of some other campaigns might be wasted; the bid prices for some keywords may be too low to win competitive auctions while those of some other keywords may be unnecessarily high. In this paper, we propose a novel algorithm to automatically address this issue. In particular, we model the problem as a constrained optimization problem, which maximizes the expected advertiser revenue subject to the constraints of the total budget of the advertiser and the ranges of bid price change. By solving this optimization problem, we can obtain an optimal budget allocation plan as well as an optimal bid price setting. Our simulation results based on the sponsored search log of a commercial search engine have shown that by employing the proposed method, we can effectively improve the performances of the advertisers while at the same time we also see an increase in the revenue of the search engine. In addition, the results indicate that this method is robust to the second-order effects caused by the bid fluctuations from other advertisers. Current web search engines return result pages containing mostly text summary even though the matched web pages may contain informative pictures. A text excerpt (i.e. snippet) is generated by selecting keywords around the matched query terms for each returned page to provide context for user's relevance judgment. However, in many scenarios, we found that the pictures in web pages, if selected properly, could be added into search result pages and provide richer contextual description because a picture is worth a thousand words. Such new summary is named as image excerpts. By well designed user study, we demonstrate image excerpts can help users make much quicker relevance judgment of search results for a wide range of query types. To implement this idea, we propose a practicable approach to automatically generate image excerpts in the result pages by considering the dominance of each picture in each web page and the relevance of the picture to the query. We also outline an efficient way to incorporate image excerpts in web search engines. Web search engines can adopt our approach by slightly modifying their index and inserting a few low cost operations in their workflow. Our experiments on a large web dataset indicate the performance of the proposed approach is very promising. The selection of the most descriptive terms or passages from text is crucial for several tasks, such as feature extraction and summarization. In the majority of the cases, research works propose the ranking of all candidate keywords or sentences and then select the top-ranked items as features, or as a text summary respectively. Ranking is usually performed using statistical information from text (i.e., frequency of occurrence, inverse document frequency, co-occurrence information). In this paper we present SemanticRank, a graph-based ranking algorithm for keyword and sentence extraction from text. The algorithm constructs a semantic graph using implicit links, which are based on semantic relatedness between text nodes and consequently ranks nodes using different ranking algorithms. Comparative evaluation against related state of the art methods for keyword and sentence extraction shows that SemanticRank performs favorably in previously used data sets. Abstract Twitter is a microblog service that generates a huge amount of textual content daily. All this content needs to be explored by means of text mining, natural language processing, information retrieval, and other techniques. In this context, automatic keyword extraction is a task of great usefulness. A fundamental step in text mining techniques consists of building a model for text representation. The model known as vector space model, VSM, is the most well-known and used among these techniques. However, some difficulties and limitations of VSM, such as scalability and sparsity, motivate the proposal of alternative approaches. This paper proposes a keyword extraction method for tweet collections that represents texts as graphs and applies centrality measures for finding the relevant vertices (keywords). To assess the performance of the proposed approach, three different sets of experiments are performed. The first experiment applies TKG to a text from the Time magazine and compares its performance with that of the literature. The second set of experiments takes tweets from three different TV shows, applies TKG and compares it with TFIDF and KEA, having human classifications as benchmarks. Finally, these three algorithms are applied to tweets sets of increasing size and their computational running time is measured and compared. Altogether, these experiments provide a general overview of how TKG can be used in practice, its performance when compared with other standard approaches, and how it scales to larger data instances. The results show that TKG is a novel and robust proposal to extract keywords from texts, particularly from short messages, such as tweets. User behaviour targeting is essential in online advertising. Compared with sponsored search keyword targeting and contextual advertising page content targeting, user behaviour targeting builds users’ interest profiles via tracking their online behaviour and then delivers the relevant ads according to each user’s interest, which leads to higher targeting accuracy and thus more improved advertising performance. The current user profiling methods include building keywords and topic tags or mapping users onto a hierarchical taxonomy. However, to our knowledge, there is no previous work that explicitly investigates the user online visits similarity and incorporates such similarity into their ad response prediction. In this work, we propose a general framework which learns the user profiles based on their online browsing behaviour, and transfers the learned knowledge onto prediction of their ad response. Technically, we propose a transfer learning model based on the probabilistic latent factor graphic models, where the users’ ad response profiles are generated from their online browsing profiles. The large-scale experiments based on real-world data demonstrate significant improvement of our solution over some strong baselines. Many applications require finding objects closest to a specified location that contains a set of keywords. For example, online yellow pages allow users to specify an address and a set of keywords. In return, the user obtains a list of businesses whose description contains these keywords, ordered by their distance from the specified address. The problems of nearest neighbor search on spatial data and keyword search on text data have been extensively studied separately. However, to the best of our knowledge there is no efficient method to answer spatial keyword queries, that is, queries that specify both a location and a set of keywords. In this work, we present an efficient method to answer top-k spatial keyword queries. To do so, we introduce an indexing structure called IR2-Tree (Information Retrieval R-Tree) which combines an R-Tree with superimposed text signatures. We present algorithms that construct and maintain an IR2-Tree, and use it to answer top-k spatial keyword queries. Our algorithms are experimentally compared to current methods and are shown to have superior performance and excellent scalability.