Scalable Semantic Matching of Queries to Ads in Sponsored Search Advertising

Sponsored search represents a major source of revenue for web search engines. This popular advertising model brings a unique possibility for advertisers to target users' immediate intent communicated through a search query, usually by displaying their ads alongside organic search results for queries deemed relevant to their products or services. However, due to a large number of unique queries it is challenging for advertisers to identify all such relevant queries. For this reason search engines often provide a service of advanced matching, which automatically finds additional relevant queries for advertisers to bid on. We present a novel advanced matching approach based on the idea of semantic embeddings of queries and ads. The embeddings were learned using a large data set of user search sessions, consisting of search queries, clicked ads and search links, while utilizing contextual information such as dwell time and skipped ads. To address the large-scale nature of our problem, both in terms of data and vocabulary size, we propose a novel distributed algorithm for training of the embeddings. Finally, we present an approach for overcoming a cold-start problem associated with new ads and queries. We report results of editorial evaluation and online tests on actual search traffic. The results show that our approach significantly outperforms baselines in terms of relevance, coverage, and incremental revenue. Lastly, we open-source learned query embeddings to be used by researchers in computational advertising and related fields.Comment: 10 pages, 4 figures, 39th International ACM SIGIR Conference on Research and Development in Information Retrieval, SIGIR 2016, Pisa, Ital

Learning Visual Features from Snapshots for Web Search

When applying learning to rank algorithms to Web search, a large number of features are usually designed to capture the relevance signals. Most of these features are computed based on the extracted textual elements, link analysis, and user logs. However, Web pages are not solely linked texts, but have structured layout organizing a large variety of elements in different styles. Such layout itself can convey useful visual information, indicating the relevance of a Web page. For example, the query-independent layout (i.e., raw page layout) can help identify the page quality, while the query-dependent layout (i.e., page rendered with matched query words) can further tell rich structural information (e.g., size, position and proximity) of the matching signals. However, such visual information of layout has been seldom utilized in Web search in the past. In this work, we propose to learn rich visual features automatically from the layout of Web pages (i.e., Web page snapshots) for relevance ranking. Both query-independent and query-dependent snapshots are considered as the new inputs. We then propose a novel visual perception model inspired by human's visual search behaviors on page viewing to extract the visual features. This model can be learned end-to-end together with traditional human-crafted features. We also show that such visual features can be efficiently acquired in the online setting with an extended inverted indexing scheme. Experiments on benchmark collections demonstrate that learning visual features from Web page snapshots can significantly improve the performance of relevance ranking in ad-hoc Web retrieval tasks.Comment: CIKM 201

Boilerplate Removal using a Neural Sequence Labeling Model

The extraction of main content from web pages is an important task for numerous applications, ranging from usability aspects, like reader views for news articles in web browsers, to information retrieval or natural language processing. Existing approaches are lacking as they rely on large amounts of hand-crafted features for classification. This results in models that are tailored to a specific distribution of web pages, e.g. from a certain time frame, but lack in generalization power. We propose a neural sequence labeling model that does not rely on any hand-crafted features but takes only the HTML tags and words that appear in a web page as input. This allows us to present a browser extension which highlights the content of arbitrary web pages directly within the browser using our model. In addition, we create a new, more current dataset to show that our model is able to adapt to changes in the structure of web pages and outperform the state-of-the-art model.Comment: WWW20 Demo pape