Subscribe to the gold package and get unlimited access to Shamra Academy
Register a new userProphetNet-Ads: A Looking Ahead Strategy for Generative Retrieval Models in Sponsored Search Engine
157
0
0.0
(
0
)
Added by
Weizhen Qi
Publication date
2020
fields
Informatics Engineering
and research's language is
English
Ask ChatGPT about the research
No Arabic abstract
In a sponsored search engine, generative retrieval models are recently proposed to mine relevant advertisement keywords for users input queries. Generative retrieval models generate outputs token by token on a path of the target library prefix tree (Trie), which guarantees all of the generated outputs are legal and covered by the target library. In actual use, we found several typical problems caused by Trie-constrained searching length. In this paper, we analyze these problems and propose a looking ahead strategy for generative retrieval models named ProphetNet-Ads. ProphetNet-Ads improves the retrieval ability by directly optimizing the Trie-constrained searching space. We build a dataset from a real-word sponsored search engine and carry out experiments to analyze different generative retrieval models. Compared with Trie-based LSTM generative retrieval model proposed recently, our single model result and integrated result improve the recall by 15.58% and 18.8% respectively with beam size 5. Case studies further demonstrate how these problems are alleviated by ProphetNet-Ads clearly.
rate research
Read More
Sponsored search is an indispensable business model and a major revenue contributor of almost all the search engines. From the advertisers side, participating in ranking the search results by paying for the sponsored search advertisement to attract more awareness and purchase facilitates their commercial goal. From the users side, presenting personalized advertisement reflecting their propensity would make their online search experience more satisfactory. Sponsored search platforms rank the advertisements by a ranking function to determine the list of advertisements to show and the charging price for the advertisers. Hence, it is crucial to find a good ranking function which can simultaneously satisfy the platform, the users and the advertisers. Moreover, advertisements showing positions under different queries from different users may associate with advertisement candidates of different bid price distributions and click probability distributions, which requires the ranking functions to be optimized adaptively to the traffic characteristics. In this work, we proposed a generic framework to optimize the ranking functions by deep reinforcement learning methods. The framework is composed of two parts: an offline learning part which initializes the ranking functions by learning from a simulated advertising environment, allowing adequate exploration of the ranking function parameter space without hurting the performance of the commercial platform. An online learning part which further optimizes the ranking functions by adapting to the online data distribution. Experimental results on a large-scale sponsored search platform confirm the effectiveness of the proposed method.
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.
On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes. In this way, an ad will not be retrieved even if queries are related when the advertiser does not bid on corresponding keywords. Moreover, most ad retrieval approaches regard rewriting and ad-selecting as two separated tasks, and focus on boosting relevance between search queries and ads. Recently, in e-commerce sponsored search more and more personalized information has been introduced, such as user profiles, long-time and real-time clicks. Personalized information makes ad retrieval able to employ more elements (e.g. real-time clicks) as search signals and retrieval keys, however it makes ad retrieval more difficult to measure ads retrieved through different signals. To address these problems, we propose a novel ad retrieval framework beyond keywords and relevance in e-commerce sponsored search. Firstly, we employ historical ad click data to initialize a hierarchical network representing signals, keys and ads, in which personalized information is introduced. Then we train a model on top of the hierarchical network by learning the weights of edges. Finally we select the best edges according to the model, boosting RPM/CTR. Experimental results on our e-commerce platform demonstrate that our ad retrieval framework achieves good performance.
Many geoportals such as ArcGIS Online are established with the goal of improving geospatial data reusability and achieving intelligent knowledge discovery. However, according to previous research, most of the existing geoportals adopt Lucene-based techniques to achieve their core search functionality, which has a limited ability to capture the users search intentions. To better understand a users search intention, query expansion can be used to enrich the users query by adding semantically similar terms. In the context of geoportals and geographic information retrieval, we advocate the idea of semantically enriching a users query from both geospatial and thematic perspectives. In the geospatial aspect, we propose to enrich a query by using both place partonomy and distance decay. In terms of the thematic aspect, concept expansion and embedding-based document similarity are used to infer the implicit information hidden in a users query. This semantic query expansion 1 2 G. Mai et al. framework is implemented as a semantically-enriched search engine using ArcGIS Online as a case study. A benchmark dataset is constructed to evaluate the proposed framework. Our evaluation results show that the proposed semantic query expansion framework is very effective in capturing a users search intention and significantly outperforms a well-established baseline-Lucenes practical scoring function-with more than 3.0 increments in DCG@K (K=3,5,10).
Conversational information seeking (CIS) is playing an increasingly important role in connecting people to information. Due to the lack of suitable resource, previous studies on CIS are limited to the study of theoretical/conceptual frameworks, laboratory-based user studies, or a particular aspect of CIS (e.g., asking clarifying questions). In this work, we make efforts to facilitate research on CIS from three aspects. (1) We formulate a pipeline for CIS with six sub-tasks: intent detection (ID), keyphrase extraction (KE), action prediction (AP), query selection (QS), passage selection (PS), and response generation (RG). (2) We release a benchmark dataset, called wizard of search engine (WISE), which allows for comprehensive and in-depth research on all aspects of CIS. (3) We design a neural architecture capable of training and evaluating both jointly and separately on the six sub-tasks, and devise a pre-train/fine-tune learning scheme, that can reduce the requirements of WISE in scale by making full use of available data. We report some useful characteristics of CIS based on statistics of WISE. We also show that our best performing model variant isable to achieve effective CIS as indicated by several metrics. We release the dataset, the code, as well as the evaluation scripts to facilitate future research by measuring further improvements in this important research direction.
Log in to be able to interact and post comments
comments
Fetching comments
Sign in to be able to follow your search criteria
