图 书 馆
改善赞助商搜索中的广告相关性Improving Ad Relevance in Sponsored Search |
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| 课程网址: | http://videolectures.net/wsdm2010_hillard_iars/ |
| 主讲教师: | Dustin Hillard |
| 开课单位: | 雅虎公司 |
| 开课时间: | 2010-03-18 |
| 课程语种: | 英语 |
| 中文简介: |  |
| 课程简介: | 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 to learn from past user clicks on advertisements. We present a novel approach using translation models to learn user click propensity from sparse click logs. Our relevance predictions are then applied to multiple sponsored search applications in both offline editorial evaluations and live online user tests. The predicted relevance score is used to improve the quality of the search page in three areas: filtering low quality ads, more accurate ranking for ads, and optimized page placement of ads to reduce prominent placement of low relevance ads. We show significant gains across all three tasks. |
| 关 键 词: | 搜索广告; 基准模型; 文本重叠 |
| 课程来源: | 视频讲座网 |
| 最后编审: | 2020-06-19：cxin |
| 阅读次数: | 68 |