Abstract:

In the process of advertising on search engines, it needs to calculate the correlation between auction word (Bidword) and user's query (Query) in real time. Dynamic Term weight in advertisements and phrase commercial value assessment must be considered in relevant calculation. Thus, a phrase related calculation approach named ADPCB was proposed based on behavioral analysis and Continuous Bag-Of-Words (CBOW) model to deal with those problems. Firstly, this approach got vector of each Term by CBOW. Secondly, to analyze advertiser's behavior and construct a global empowerment tree about phrases, the phrase structure was analyzed to obtain dynamic Term weight. Finally the phrase distributed representation produced by Term weight and linear combination was applied to the related measurement between Bidword and Query. Experiments were conducted on 10000 pairs Query and Bidword (positive and negative ratio is 1∶〖KG-*2〗1) with editorial judgments by using Word2vec, ADPCB performed better than Term Frequency-Inverse Document Frequency (TF-IDF) which combined with CBOW; when the accuracy was 0.70, ADPCB got higher recall than that of Latent Dirichlet Allocation (LDA), BM25 (Best Match25) and TF-IDF. The experimental results and analysis show that ADPCB can recognize the commercial value quality of the phrase to reduce the quantity of advertising trigger of low commercial value Query, it can be used in real-time calculation scene.