Optimizing query rewrites for keyword-based advertising

We consider the problem of query rewrites in the context of keyword advertisement. Given a three-layer graph consisting of queries, query rewrites, and the corresponding ads that can be served for the rewrites, we formulate a family of graph covering problems whose goals are to suggest a subset of ads with the maximum benefit by suggesting rewrites instead. We obtain constant-factor approximation algorithms for these covering problems, under two versions of constraints and a realistic notion of ad benefit. We perform experiments on real data and show that our algorithms are capable of outperforming a competitive baseline algorithm in terms of the benefit of the rewrites.

• Type: Journal
• Year: 2008
• Where: SIGECOM
• Authors: Azarakhsh Malekian, Chi-Chao Chang, Ravi Kumar, Grant Wang
• Keywords: Constant-factor Approximation Algorithms, ECommerce, Keyword Advertisement, SIGECOM 2008, Three-layer Graph