We explore the use of the landing page content in sponsored search ad selection. Specifically, we compare the use of the ad’s intrinsic content to augmenting the ad with the wh...
Yejin Choi, Marcus Fontoura, Evgeniy Gabrilovich, ...
Queries on major Web search engines produce complex result pages, primarily composed of two types of information: organic results, that is, short descriptions and links to relevan...
Cristian Danescu-Niculescu-Mizil, Andrei Z. Broder...
This paper explores an important and relatively unstudied quality measure of a sponsored search advertisement: bounce rate. The bounce rate of an ad can be informally defined as t...
D. Sculley, Robert G. Malkin, Sugato Basu, Roberto...
We describe a machine learning approach for predicting sponsored search ad relevance. Our baseline model incorporates basic features of text overlap and we then extend the model t...
Dustin Hillard, Stefan Schroedl, Eren Manavoglu, H...
Abstract-- Sponsored search auctions form a multibillion dollar industry. Search providers auction advertisement slots on search result pages to advertisers who are charged only if...