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We propose a methodology for building a practical robust query classification system that can identify thousands of query classes with reasonable accuracy, while dealing in realtime with the query volume of a commercial web search engine. We use a blind feedback technique: given a query, we determine its topic by classifying the web search results retrieved by the query. Motivated by the needs of search advertising, we primarily focus on rare queries, which are the hardest from the point of view of machine learning, yet in aggregation account for a considerable fraction of search engine traffic. Empirical evaluation confirms that our methodology yields a considerably higher classification accuracy than previously reported. We believe that the proposed methodology will lead to better matching of online ads to rare queries and overall to a better user experience.

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The business of Web search, a $10 billion industry, relies heavily on sponsored search, whereas a few carefully-selected paid advertisements are displayed alongside algorithmic search results. A key technical challenge in sponsored search is to select ads that are relevant for the user's query. Identifying relevant ads is challenging because queries are usually very short, and because users, consciously or not, choose terms intended to lead to optimal Web search results and not to optimal ads. Furthermore, the ads themselves are short and usually formulated to capture the reader's attention rather than to facilitate query matching.Traditionally, matching of ads to queries employed standard information retrieval techniques using the bag of words approach. Here we propose to go beyond the bag of words, and augment both queries and ads with additional knowledgerich features. We use Web search results initially returned for the query to create a pool of relevant documents. Classifying these documents with respect to an external taxonomy and identifying salient named entities give rise to two new feature types. Empirical evaluation based on over 9,000 query-ad pairwise judgments confirms that using augmented queries produces highly relevant ads. Our methodology also relaxes the requirement for each ad to explicitly specify the exhaustive list of queries ("bid phrases") that can trigger it.

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Social content, such as Twitter updates, often have the quickest first-hand reports of news events, as well as numerous commentaries that are indicative of public view of such events. As such, social updates provide a good complement to professionally written news articles. In this paper we consider the problem of automatically annotating news stories with social updates (tweets), at a news website serving high volume of pageviews. The high rate of both the pageviews (millions to billions a day) and of the incoming tweets (more than 100 millions a day) make real-time indexing of tweets ineffective, as this requires an index that is both queried and updated extremely frequently. The rate of tweet updates makes caching techniques almost unusable since the cache would become stale very quickly.We propose a novel architecture where each story is treated as a subscription for tweets relevant to the story's content, and new algorithms that efficiently match tweets to stories, proactively maintaining the top-k tweets for each story. Such top-k pub-sub consumes only a small fraction of the resource cost of alternative solutions, and can be applicable to other large scale content-based publish-subscribe problems. We demonstrate the effectiveness of our approach on realworld data: a corpus of news stories from Yahoo! News and a log of Twitter updates.

The important challenge of evaluating XPath queries over XML streams has sparked much interest in the past few years. A number of algorithms have been proposed, supporting wider fragments of the query language, and exhibiting better performance and memory utilization. Nevertheless, all the algorithms known to date use a prohibitively large amount of memory for certain types of queries. A natural question then is whether this memory bottleneck is inherent or just an artifact of the proposed algorithms.In this paper we initiate the first systematic and theoretical study of lower bounds on the amount of memory required to evaluate XPath queries over XML streams. We present a general lower bound technique, which given a query, specifies the minimum amount of memory that any algorithm evaluating the query on a stream would need to incur. The lower bounds are stated in terms of new graph-theoretic properties of queries. The proofs are based on tools from communication complexity.We then exploit insights learned from the lower bounds to obtain a new algorithm for XPath evaluation on streams. The algorithm uses space close to the optimum. Our algorithm deviates from the standard paradigm of using automata or transducers, thereby avoiding the need to store large transition tables.