Antonellis, Ioannis and Garcia-Molina, Hector and Chang, Chi-chao (2007) Simrank++: Query rewriting through link analysis of the click graph. Technical Report. Stanford.
We focus on the problem of query rewriting for sponsored search. We 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, we first consider Simrank as a way to identify queries similar to q, i.e., queries whose ads a user may be interested in. We argue that Simrank fails to properly identify query similarities in our application, and we present two enhanced version of Simrank: one that exploits weights on click graph edges and another that exploits ``evidence.'' We experimentally evaluate our new schemes against Simrank, using actual click graphs and queries form Yahoo!, and using a variety of metrics. Our results show that the enhanced methods can yield more and better query rewrites.
|Item Type:||Techreport (Technical Report)|
|Uncontrolled Keywords:||Simrank++, query rewriting, sponsored search, link analysis, click graph, random walks|
|Subjects:||Computer Science > Data Mining|
Computer Science > Databases and the Web
Computer Science > Digital Libraries
|Related URLs:||Project Homepage||http://infolab.stanford.edu/|
|Deposited By:||Import Account|
|Deposited On:||28 Oct 2007 17:00|
|Last Modified:||10 Dec 2008 16:41|
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