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Sponsored search systems are tasked with matching queries to relevant advertisements. The current state-of-the-art matching algorithms expand the user's query using a variety of external resources, such as Web search results. While these expansion-based algorithms are highly effective, they are largely inefficient and cannot be applied in real-time. In practice, such algorithms are applied offline to popular queries, with the results of the expensive operations cached for fast access at querydoi:10.1145/1526709.1526778 dblp:conf/www/BroderCGJMRY09 fatcat:6zm6nh4bqfa3jgeoafgur7l4gq