Beyond Keywords and Relevance: A Personalized Ad Retrieval Framework in E-Commerce Sponsored Search

Understand

On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads).

• Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes.
• In this way, an ad will not be retrieved even if queries are related when the advertiser does not bid on corresponding keywords.
• Moreover, most ad retrieval approaches regard rewriting and ad-selecting as two separated tasks, and focus on boosting relevance between search queries and ads.