Ranking advertisements with pseudo-relevance feedback and translation models

摘要

Methods, computer products, and systems for selecting advertisements in response to an internet query are provided. The method provides for receiving an internet query having query terms, and retrieving and ranking a first set of advertisements using a query likelihood model. Sampling words are selected using pseudo-relevance feedback and translation models, the internet query, and the first set of ad materials. Sampling words are chosen from the words in the first set, and the pseudo-relevance feedback model is used to select word w in the distribution of words based on a probability that w generates query term q(p(q|w)). The translation model calculates p(q|w) based on a translation probability that w translates into q(t(q|w)). A second set of ad materials are retrieved and ranked using an expanded query which adds the selected sampling words to the original query. The second set of ad materials is presented to the user.

主权项

1. A method to select advertisements in response to an internet query, the method comprising:
receiving an internet query (Q), the internet query including query terms (q); retrieving and ranking a first set of ad materials (S) in response to the internet query using a query likelihood model, S including a plurality of ad materials (s); selecting sampling words using pseudo-relevance feedback and translation models, the internet query, and the first set of ad materials, wherein the sampling words are chosen from a distribution of words from the words in S, wherein the pseudo-relevance feedback model is used to select a word (w) in the distribution of words based on a probability that w generates q(p(q|w)), wherein the probability p(q|w) is based on a translation probability that w translates into q(t(q|w)), t(q|w) being calculated with the translation model; retrieving and ranking a second set of ad materials using an expanded query, the expanded query including the internet query and the selected sampling words; and displaying advertisements based on the second set of ad materials.