Sponsored search represents a major source of revenue for web search engines. The advertising model brings a unique possibility for advertisers to target direct user intent communicated through a search query, usually done by displaying their ads alongside organic search results for queries deemed relevant to their products or services. However, due to a large number of unique queries, it is particularly challenging for advertisers to identify all relevant queries. For this reason search engines often provide a service of advanced matching, which automatically finds additional relevant queries for advertisers to bid on. We present a novel advance match approach based on the idea of semantic embeddings of queries and ads. The embeddings were learned using a large data set of user search sessions, consisting of search queries, clicked ads and search links, while utilizing contextual information such as dwell time and skipped ads. To address the large-scale nature of our problem, both in terms of data and vocabulary size, we propose a novel distributed algorithm for training of the embeddings. Finally, we present an approach for overcoming a cold-start problem associated with new ads and queries. We report results of editorial evaluation and online tests on actual search traffic. The results show that our approach significantly outperforms baselines in terms of relevance, coverage and incremental revenue. Lastly, as part of this study, we open sourced query embeddings that can be used to advance the field.
@cite_24: We propose a unified neural network architecture and learning algorithm that can be applied to various natural language processing tasks including part-of-speech tagging, chunking, named entity recognition, and semantic role labeling. This versatility is achieved by trying to avoid task-specific engineering and therefore disregarding a lot of prior knowledge. Instead of exploiting man-made input features carefully optimized for each task, our system learns internal representations on the basis of vast amounts of mostly unlabeled training data. This work is then used as a basis for building a freely available tagging system with good performance and minimal computational requirements.
@cite_15: A central goal of statistical language modeling is to learn the joint probability function of sequences of words in a language. This is intrinsically difficult because of the curse of dimensionality: a word sequence on which the model will be tested is likely to be different from all the word sequences seen during training. Traditional but very successful approaches based on n-grams obtain generalization by concatenating very short overlapping sequences seen in the training set. We propose to fight the curse of dimensionality by learning a distributed representation for words which allows each training sentence to inform the model about an exponential number of semantically neighboring sentences. Generalization is obtained because a sequence of words that has never been seen before gets high probability if it is made of words that are similar (in the sense of having a nearby representation) to words forming an already seen sentence. Training such large models (with millions of parameters) within a reasonable time is itself a significant challenge. We report on several methods to speed-up both training and probability computation, as well as comparative experiments to evaluate the improvements brought by these techniques. We finally describe the incorporation of this new language model into a state-of-the-art speech recognizer of conversational speech.
@cite_18: If we take an existing supervised NLP system, a simple and general way to improve accuracy is to use unsupervised word representations as extra word features. We evaluate Brown clusters, Collobert and Weston (2008) embeddings, and HLBL (Mnih & Hinton, 2009) embeddings of words on both NER and chunking. We use near state-of-the-art supervised baselines, and find that each of the three word representations improves the accuracy of these baselines. We find further improvements by combining different word representations. You can download our word features, for off-the-shelf use in existing NLP systems, as well as our code, here: http: metaoptimize.com projects wordreprs
In order to mitigate the problems with word representations in high-dimensional spaces, neural language models have been introduced. Unlike classical approaches, these methods learn distributed, low-dimensional representations of words through the use of neural networks @cite_15 @cite_24 @cite_18 . The networks are trained by directly taking into account the word order and their co-occurrence, based on the assumption that words frequently appearing together in the sentences also share more statistical dependence.