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Poster
Track: Posters
Paper Title:
Simrank++: Query Rewriting through Link Analysis of the ClickGraph (Poster)
Authors:
- Ioannis Antonellis(Stanford University)
- Hector Garcia-Molina(Stanford University)
- Chi-Chao Chang(Yahoo!)
Abstract:
We focus on the problem of query rewriting for sponsored search.
We base rewrites on a historical click graph that records the ads
that have been clicked on in response to past user queries. Given
a query q, we first consider Simrank as
a way to identify queries similar to q, i.e., queries whose ads
a user may be interested in. We argue that Simrank fails to
properly identify query similarities in our application, and we
present two enhanced versions of Simrank: one that exploits
weights on click graph edges and another that exploits
"evidence." We experimentally evaluate our new schemes against
Simrank, using actual click graphs and queries form Yahoo!, and
using a variety of metrics. Our results show that the enhanced
methods can yield more and better query rewrites.
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