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Contextual advertising or Context Match (CM) refers to the placement of commercial textual advertisements within the content of a generic web page, while Sponsored Search (SS) advertising consists in placing ads on result pages from a web search engine, with ads driven by the originating query. In CM there is usually an intermediary commercial(More)
We propose a methodology for building a robust query classification system that can identify thousands of query classes, while dealing in real time with the query volume of a commercial Web search engine. We use a pseudo relevance feedback technique: given a query, we determine its topic by classifying the Web search results retrieved by the query.(More)
Sponsored search systems are tasked with matching queries to relevant advertisements. The current state-of-the-art matching algorithms expand the user's query using a variety of external resources, such as Web search results. While these expansion-based algorithms are highly effective, they are largely inefficient and cannot be applied in real-time. In(More)
The primary business model behind Web search is based on textual advertising, where contextually relevant ads are displayed alongside search results. We address the problem of selecting these ads so that they are both relevant to the queries and profitable to the search engine, showing that optimizing ad relevance and revenue is not equivalent. Selecting(More)
The business of Web search, a $10 billion industry, relies heavily on <i>sponsored search</i>, whereas a few carefully-selected paid advertisements are displayed alongside algorithmic search results. A key technical challenge in sponsored search is to select ads that are relevant for the user's query. Identifying relevant ads is challenging because queries(More)
<i>Contextual Advertising</i> is a type of Web advertising, which, given the URL of a Web page, aims to embed into the page (typically via JavaScript) the most relevant textual ads available. For static pages that are displayed repeatedly, the matching of ads can be based on prior analysis of their entire content; however, ads need to be matched also to new(More)
<i>Contextual advertising</i> is a type of Web advertising, which, given the URL of a Web page, aims to embed into the page the most relevant textual ads available. For static pages that are displayed repeatedly, the matching of ads can be based on prior analysis of their entire content; however, often ads need to be matched to new or dynamically created(More)
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