Download Now Free registration required
The authors focus on the problem of query rewriting for sponsored search. They base rewrites on a historical click graph that records the ads that have been clicked on in response to past user queries. Given a query q, they first consider Simrank as a way to identify queries similar to q, i.e., queries whose ads a user may be interested in. They argue that Simrank fails to properly identify query similarities in the application, and they present two enhanced versions of Simrank: One that exploits weights on click graph edges and another that exploits "Evidence."
- Format: PDF
- Size: 688.57 KB