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| Category | Value | ||
| Available via | http://dbpubs.stanford.edu/pub/2007-32 | ||
| Previous version | 2007-31 | ||
| Next version(s) | 2008-3, 2008-17 | ||
| Submitted on | 29th of October 2007 | ||
| Author | Antonellis, Ioannis; Garcia-Molina, Hector; Chang, Chi-chao | ||
| Title | Simrank++: Query rewriting through link analysis of the click graph | ||
| Date of publication | 2007 | ||
| Citation | Antonellis, Ioannis; Garcia-Molina, Hector; Chang, Chi-chao. Simrank++: Query rewriting through link analysis of the click graph, | ||
| Number of pages | 25 | ||
| Language | English | ||
| Project | Stanford InfoLab | ||
| Type | Technical Report | ||
| Subject group | Data Mining; Databases and the Web; Digital Libraries | ||
| 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. | ||
| Keywords | Simrank++, query rewriting, sponsored search, link analysis, click graph, random walks | ||
| Contact address |
Ioannis Antonellis Computer Science Department 353 Serra Mall, Gates bldg. Room 432 Stanford, California 94305-9045 | ||
| Fulltext source |
| Management of the document by | siroker@db.stanford.edu
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