Antonellis, Ioannis and Garcia-Molina, Hector and Chang, Chi-Chao (2008) Simrank++: Query Rewriting through Link Analysis of the Click Graph. In: 34th International Conference on Very Large Data Bases (VLDB 2008), 23-28, August, 2008, Auckland, New Zealand.
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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 versions 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 from Yahoo!, and using a variety of metrics. Our results show that the enhanced methods can yield more and better query rewrites.
|Item Type:||Conference or Workshop Item (Paper)|
|Additional Information:||conference version of publication 2007-32|
|Uncontrolled Keywords:||simrank++, simrank, query rewriting, link analysis, sponsored search, advertising, click graph, click logs, wisdom of the crowds|
|Subjects:||Computer Science > Data Mining|
|Related URLs:||Project Homepage||http://infolab.stanford.edu/|
|Deposited By:||Import Account|
|Deposited On:||15 Jun 2008 17:00|
|Last Modified:||10 Dec 2008 15:31|
Available Versions of this Item
- Simrank++: Query rewriting through link analysis of the click graph. (deposited 28 Oct 2007 17:00)
- Simrank++: Query Rewriting through Link Analysis of the Click Graph. (deposited 05 Mar 2008 16:00)
- Simrank++: Query Rewriting through Link Analysis of the Click Graph. (deposited 15 Jun 2008 17:00) [Currently Displayed]
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