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Efficient query expansion for advertisement search
2009
Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval - SIGIR '09
Online advertising represents a growing part of the revenues of major Internet service providers such as Google and Yahoo. A commonly used strategy is to place advertisements (ads) on the search result pages according to the users' submitted queries. Relevant ads are likely to be clicked by a user and to increase the revenues of both advertisers and publishers. However, bid phrases defined by ad-owners are usually contained in limited number of ads. Directly matching user queries with bid
doi:10.1145/1571941.1571953
dblp:conf/sigir/WangLFXY09
fatcat:pkdftiyob5a4tkdrlp2y2pmxde