Term-based commercial intent analysis

ABSTRACT

In this work, we investigate the contribution of query terms and their corresponding ad click rates on commercial intent of queries. A probabilistic model is proposed following the hypothesis that a query is likely to receive ad clicks based on contributions from its individual terms.

REFERENCES

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.3 INFORMATION STORAGE AND RETRIEVAL
      H.3.3 Information Search and Retrieval

General Terms:
Experimentation, Measurement

Keywords:
ad targeting, clickthrough, query intent, query log