| 摘要 |
Described is a paid search advertising technology in which ratings values are computed for advertisements (or other web content items) based upon head-to-head evaluations as to which advertisement or advertisements were selected (clicked) from among a set of advertisements that were shown together. Records of a query log contain data of advertisements that were shown together, and each advertisement of those shown together that was clicked. Pairs of advertisements are selected, with the rating value of an advertisement that was clicked increased, and the rating value of the non-clicked advertisement decreased. Only those pairs in which one advertisement was selected and another was not selected may be used as a pair. Elo ratings formulas may be employed for the increasing and decreasing computations. The rating values may be combined with other prediction results into a combined result used to select and/or rank advertisements for returning with a query response.
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