2009 CatchingtheDriftLearningBroadMa

• (Gupta et al., 2009) ⇒ Sonal Gupta, Mikhail Bilenko, and Matthew Richardson. (2009). “Catching the Drift: Learning Broad Matches from Clickthrough Data.” In: Proceedings of the 15th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2009). doi:10.1145/1557019.1557145

Subject Headings: Search Keyword Similarity.

Notes

• Categories and Subject Descriptors: H.3.3 Information Storage and Retrieval: Information Search and Retrieval; H.3.5 Online Information Services: Commercial Services
• General Terms: Algorithms, Experimentation

Cited By

• http://scholar.google.com/scholar?q=%22Catching+the+drift%3A+learning+broad+matches+from+clickthrough+data%22+2009
• http://portal.acm.org/citation.cfm?doid=1557019.1557145&preflayout=flat#citedby

Quotes

Author Keywords

keyword similarity, keyword-based advertising, online learning.

Abstract

Identifying similar keywords, known as broad matches, is an important task in online advertising that has become a standard feature on all major keyword advertising platforms. Effective broad matching leads to improvements in both relevance and monetization, while increasing advertisers' reach and making campaign management easier. In this paper, we present a learning-based approach to broad matching that is based on exploiting implicit feedback in the form of advertisement clickthrough logs. Our method can utilize arbitrary similarity functions by incorporating them as features. We present an online learning algorithm, Amnesiac Averaged Perceptron, that is highly efficient yet able to quickly adjust to the rapidly-changing distributions of bidded keywords, advertisements and user behavior. Experimental results obtained from (1) historical logs and (2) live trials on a large-scale advertising platform demonstrate the effectiveness of the proposed algorithm and the overall success of our approach in identifying high-quality broad match mappings.

References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2009 CatchingtheDriftLearningBroadMa	Mikhail Bilenko Matthew Richardson Sonal Gupta			Catching the Drift: Learning Broad Matches from Clickthrough Data		KDD-2009 Proceedings		10.1145/1557019.1557145		2009