AdsGNN: Behavior-Graph Augmented Relevance Modeling in Sponsored Search

Understand

Sponsored search ads appear next to search results when people look for products and services on search engines.

• In recent years, they have become one of the most lucrative channels for marketing.
• As the fundamental basis of search ads, relevance modeling has attracted increasing attention due to the significant research challenges and tremendous practical value.
• Most existing approaches solely rely on the semantic information in the input query-ad pair, while the pure semantic information in the short ads data is not sufficient to fully identify user's search intents.