| Available via | http://dbpubs.stanford.edu/pub/2008-17 |
| Previous version | 2007-32 |
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Submitted on |
16th of June 2008 |
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Author |
Antonellis, Ioannis; Garcia-Molina, Hector; Chang, Chi-Chao |
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Title |
Simrank++: Query Rewriting through Link Analysis of the Click Graph |
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Date of publication |
16th of June 2008 |
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Published in |
34th International Conference on Very Large Data Bases (VLDB 2008), Auckland, New Zealand, 24-30, August, 2008 |
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Citation |
Antonellis, Ioannis; Garcia-Molina, Hector; Chang, Chi-Chao. Simrank++: Query Rewriting through Link Analysis of the Click Graph, 34th International Conference on Very Large Data Bases (VLDB 2008), Auckland, New Zealand, 24-30, August, 2008 |
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Number of pages |
14 |
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Language |
English |
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Project |
Stanford InfoLab |
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Type |
Conference or Journal Paper |
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Subject group |
Data Mining |
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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 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. |
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Keywords |
simrank++, simrank, query rewriting, link analysis, sponsored search, advertising, click graph, click logs, wisdom of the crowds |
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Contact address |
http://www.stanford.edu/~antonell |
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Notes |
conference version of publication 2007-32 |
| Fulltext source |
PDF (pdf, pdf.gz, pdf.zip)
| Management of the document by | siroker@db.stanford.edu
| |