The evolution of computational advertising: from heuristic ad matching to knowledge-based ad retrieval

               ***Joint Seminar***
The Hong Kong University of Science and Technology
Department of Computer Science and Engineering
Human Language Technology Center
Speaker:	Dr. Evgeniy GABRILOVICH
		Senior Research Scientist and Manager
		Natural Language Processing and Information
		Retrieval (NLP & IR) Group
		Yahoo! Research

Title:		"The evolution of computational advertising: from
		 heuristic ad matching to knowledge-based ad retrieval"

Date:		Monday, 9 November, 2009

Time:		4:00pm - 5:00pm

Venue:		Lecture Theatre F
		(Leung Yat Sing Lecture Theatre, near lifts 25/26), HKUST


Online advertising is the primary economic force behind numerous Internet
services ranging from major Web search engines to obscure forums. A new
discipline - Computational Advertising - has recently emerged, which
studies the process of advertising on the Internet from a variety of
angles. A successful advertising campaign should be integral to the user
experience and relevant to the users? Information needs, as well as
economically worthwhile to the advertiser and the publisher. This talk
will survey the evolution of online advertising systems, and discuss the
unique challenges posed by searching the ad corpus. At first
approximation, finding user-relevant ads can be reduced to conventional
information retrieval. However, the complex structure of ad campaigns
along with the cornucopia of pertinent non-textual information makes ad
retrieval substantially (and interestingly) different. We juxtapose ad
retrieval with Web search and show how to adapt standard IR methods, in
particular by augmenting the ad selection process with external knowledge.
We demonstrate how to enrich query representation using Web search
results, and thus use the Web as a repository of relevant query-specific
knowledge. We will discuss how computational advertising benefits from
research in many AI areas such as machine learning, machine translation,
and text summarization, and also survey some of the new problems it poses.


Evgeniy Gabrilovich is a Senior Research Scientist and Manager of the NLP
& IR Group at Yahoo! Research. His research interests include information
retrieval, machine learning, and computational linguistics. Recently, he
organized a workshop on the synergy between user-contributed knowledge and
research in AI at IJCAI‚~@~X09, and a workshop on information retrieval for
advertising at SIGIR'09. Evgeniy presented tutorials on computational
advertising at IJCAI'09, ACL'08, and EC'08. He served on the program
JCDL. Evgeniy earned his MSc and PhD degrees in Computer Science from the
Technion - Israel Institute of Technology. In his Ph.D. thesis, he
developed a methodology for using large scale repositories of world
knowledge (e.g., all the knowledge available in Wikipedia) to enhance text
representation beyond the bag of words.