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The business of Web search, a $10 billion industry, relies heavily on sponsored search, whereas a few carefully-selected paid advertisements are displayed alongside algorithmic search results. A key technical challenge in sponsored search is to select ads that are relevant for the user's query. Identifying relevant ads is challenging because queries are usually very short, and because users, consciously or not, choose terms intended to lead to optimal Web search results and not to optimal ads. Furthermore, the ads themselves are short and usually formulated to capture the reader's attention rather than to facilitate query matching.
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