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Folksonomies allow users to collaboratively tag a variety of textual and multimedia objects with sets of labels. The largest folksonomy projects, such as FLICKR and DEL.ICIO.US, contain millions of multi-labeled objects, and embed significant amounts of human knowledge. The authors propose a method for automatically using this knowledge to augment traditional IR systems, using contextual advertising as an application domain. Given a query, the authors first identify a set of relevant tags, and then use tags that cooccur with them to augment the query. Importantly, the method performs domain specific query disambiguation, and can actually learn that a query "Menu" is likely to have food connotation on FLICKR but user interface connotation on DEL.ICIO.US.
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