Optimizing query rewrites for keyword-based advertising


We consider the problem of query rewrites in the context of pay-per-click search advertising. Given a three-layer graph consisting of queries, query rewrites, and the corresponding ads that can be served for the rewrites, we formulate a family of graph covering problems whose goals are to suggest a subset of ads with the maximum benefit by suggesting… (More)
DOI: 10.1145/1386790.1386793


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