Antonellis, Ioannis and Garcia-Molina, Hector and Chang, Chi-chao (2007) Simrank++: Query rewriting through link analysis of the click graph. Technical Report. Stanford.
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Abstract
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 | |
| Projects: | Miscellaneous | |
| Related URLs: | Project Homepage | http://infolab.stanford.edu/ |
| ID Code: | 868 | |
| Deposited By: | Import Account | |
| Deposited On: | 28 Oct 2007 17:00 | |
| Last Modified: | 10 Dec 2008 16:41 |
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