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

An empirical assessment of factors affecting the brand-building effectiveness of sponsorship

Purpose: This study assesses, in two different live sponsorship environments, the contribution of sponsorship to consumer-based brand equity. Design/methodology/approach: The study adopts a quantitative survey methodology, employing self-administered questionnaires at two UK sporting events (athletics and cricket). To isolate the impact of sponsorship, questionnaires were also distributed to comparison sample groups not exposed to the sponsorship activities. The elements of consumer-based brand equity are operationalised in line with Aaker‟s (1996) brand equity measurement tool. Findings: Sponsorship can be an appropriate vehicle through which to build consumer-based brand equity; however brand building success is not guaranteed and is subject to a range of factors impacting upon particular sponsorships, including strength of the sponsor-event link, leverage activities and clutter. The most successful sponsorship displayed marked contributions to building brand associations, perceived quality and brand loyalty. However, the presence of sponsorship clutter in particular was found to impact negatively upon the perception of quality transferred to a brand through sponsorship. Research limitations/implications: The use of live event settings limits the ability to tightly control all variables; therefore replication of this study using experimental methodologies is recommended. Nonetheless, findings indicate managers should consider the above mentioned contextual factors when selecting sponsorships in order to maximise sponsorship success. Originality/value: This study explores the contribution of sports sponsorship to consumer-based brand equity in live sponsorship settings, addressing concerns over the generalizability of previous experimental studies. Equally, this study compares the brand equity-building effectiveness of sponsorship for two sponsors, which differ on a range of contextual factors that impact upon sponsorship success

Part II: Professional Development Activities and Professional Learning Community in the Mid-America Region of the Association of Christian Schools International

Current trends in the education literature currently point to school leadership as responsible for the professional growth of the faculty (Fullan, 2010; Reeves, 2006) leading to the desired academic growth of the students. The Christian school community, however, has limited resources compared to those in the public sector. Unfortunately, the literature rarely includes the 400,000 teachers or the school leaders who have chosen to work in private education and their influence on the lives of over 5 million children (Broughman & Swaim, 2006). By examining effective professional development and its relationship to the development of professional learning communities specifically for Christian schools, this study’s findings provide much needed research for leadership in the private school community. Because participating in professional development is important to continued teacher growth and quality as well as student achievement (Darling-Hammond, 2004; Haycock, 1998; National Commission on Teaching and America’s Future, 1996), it is hoped this study will lead to improved teacher and student performance under the guidance of school leadership. While Headley’s (2003) work surveyed 60 ACSI schools, providing an overview of professional activities most commonly provided for teachers in those schools, additional knowledge is needed about which activities are of most value to professional learning community development, leading to teacher growth and student success

An Examination of Professional Development Activities Available to Teachers in the Mid-America Region of the Association of Christian Schools International

The spotlight in education in recent years has been focused on the areas of professional development activities for teachers and the development of professional learning communities. However, the majority of research has omitted the Christian school community which requires its own body of research examining the unique conditions in which both private school students and educators learn and work. While the need for student achievement remains constant in both public and private schools, the social, philosophical, political, financial, and emotional contexts are quite dissimilar. The purpose of this study is to examine the availability and utilization of professional development activities in select schools in the Mid-America Region of the Association of Christian Schools International (ACSI) that support the development of professional learning communities (PLC). By identifying effective and affordable professional development for Christian schools, this study provides usable information that can minimize teacher isolation and encourage the professional development necessary for continued teacher growth and quality as well as student achievement. The findings also support the need for teachers to become less isolated and confident in their craft through engagement in appropriate professional activities. As teacher quality and student achievement increase, this may also positively affect the future of the Christian school community, strengthening enrollment and stability

Deep Character-Level Click-Through Rate Prediction for Sponsored Search

Predicting the click-through rate of an advertisement is a critical component of online advertising platforms. In sponsored search, the click-through rate estimates the probability that a displayed advertisement is clicked by a user after she submits a query to the search engine. Commercial search engines typically rely on machine learning models trained with a large number of features to make such predictions. This is inevitably requires a lot of engineering efforts to define, compute, and select the appropriate features. In this paper, we propose two novel approaches (one working at character level and the other working at word level) that use deep convolutional neural networks to predict the click-through rate of a query-advertisement pair. Specially, the proposed architectures only consider the textual content appearing in a query-advertisement pair as input, and produce as output a click-through rate prediction. By comparing the character-level model with the word-level model, we show that language representation can be learnt from scratch at character level when trained on enough data. Through extensive experiments using billions of query-advertisement pairs of a popular commercial search engine, we demonstrate that both approaches significantly outperform a baseline model built on well-selected text features and a state-of-the-art word2vec-based approach. Finally, by combining the predictions of the deep models introduced in this study with the prediction of the model in production of the same commercial search engine, we significantly improve the accuracy and the calibration of the click-through rate prediction of the production system.Comment: SIGIR2017, 10 page

A Critical Literature Synthesis of Low-Income Oral Health Disparities in the United States and Interventions for Improved Access to Care

Over a decade ago the United States Surgeon General released a report about oral health in America which highlighted the disparities that exist between high and low-income populations. The current rates of untreated dental disease in low-income adults and children remain higher in low-income populations. This literature review examines low-income oral health disparities in the United States and the interventions that have been completed to increase access to dental treatment. An unequal distribution of dental providers and high costs for treatments contribute to the access issues that low-income individuals experience. This paper examines interventions at the individual, community, and policy levels. Innovations such as making changes in the dental workforce and expanding the role of mid-level dental providers are discussed. Evidence from the literature suggests that changes in government sponsored insurance policies have had the greatest impact on access to dental treatment. Behavioral interventions have been successful at changing oral health behaviors but further research needs to be done on how to best change the behavior of seeking dental treatment. Increasing the role of primary care providers was identified as an interdisciplinary collaboration to increase access for children. The untreated dental disease of low-income populations is a significant public health problem and further research needs to be done to determine the most effective innovations and interventions to increase access to care