{"id":"https://openalex.org/W7167937422","doi":"https://doi.org/10.1145/3805712.3808472","title":"Item-Targeting with Keyword Enhancement: A Hybrid Approach to Ads Targeting","display_name":"Item-Targeting with Keyword Enhancement: A Hybrid Approach to Ads Targeting","publication_year":2026,"publication_date":"2026-07-10","ids":{"openalex":"https://openalex.org/W7167937422","doi":"https://doi.org/10.1145/3805712.3808472"},"language":null,"primary_location":{"id":"doi:10.1145/3805712.3808472","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3805712.3808472","pdf_url":null,"source":null,"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 49th International ACM SIGIR Conference on Research and Development in Information Retrieval","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.1145/3805712.3808472","any_repository_has_fulltext":null},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5140447078","display_name":"Hua Zou","orcid":"https://orcid.org/0000-0001-9471-2188"},"institutions":[{"id":"https://openalex.org/I4210150719","display_name":"eBay (United States)","ror":"https://ror.org/05cnabr44","country_code":"US","type":"company","lineage":["https://openalex.org/I4210150719"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Hua Zou","raw_affiliation_strings":["eBay, San Jose, CA, USA"],"raw_orcid":"https://orcid.org/0000-0001-9471-2188","affiliations":[{"raw_affiliation_string":"eBay, San Jose, CA, USA","institution_ids":["https://openalex.org/I4210150719"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5140428440","display_name":"Dipanwita Saha","orcid":"https://orcid.org/0009-0004-1071-7758"},"institutions":[{"id":"https://openalex.org/I4210150719","display_name":"eBay (United States)","ror":"https://ror.org/05cnabr44","country_code":"US","type":"company","lineage":["https://openalex.org/I4210150719"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Dipanwita Saha","raw_affiliation_strings":["eBay, San Jose, CA, USA"],"raw_orcid":"https://orcid.org/0009-0004-1071-7758","affiliations":[{"raw_affiliation_string":"eBay, San Jose, CA, USA","institution_ids":["https://openalex.org/I4210150719"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5140394039","display_name":"Ning Chen","orcid":"https://orcid.org/0009-0009-2355-5782"},"institutions":[{"id":"https://openalex.org/I4210150719","display_name":"eBay (United States)","ror":"https://ror.org/05cnabr44","country_code":"US","type":"company","lineage":["https://openalex.org/I4210150719"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Ning Chen","raw_affiliation_strings":["eBay, San Jose, CA, USA"],"raw_orcid":"https://orcid.org/0009-0009-2355-5782","affiliations":[{"raw_affiliation_string":"eBay, San Jose, CA, USA","institution_ids":["https://openalex.org/I4210150719"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5140390502","display_name":"Chen Yang","orcid":"https://orcid.org/0009-0005-1189-9191"},"institutions":[{"id":"https://openalex.org/I4210150719","display_name":"eBay (United States)","ror":"https://ror.org/05cnabr44","country_code":"US","type":"company","lineage":["https://openalex.org/I4210150719"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Chen Yang","raw_affiliation_strings":["eBay, San Jose, CA, USA"],"raw_orcid":"https://orcid.org/0009-0005-1189-9191","affiliations":[{"raw_affiliation_string":"eBay, San Jose, CA, USA","institution_ids":["https://openalex.org/I4210150719"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5140443065","display_name":"Xinxin Shu","orcid":"https://orcid.org/0009-0004-2569-0471"},"institutions":[{"id":"https://openalex.org/I4210150719","display_name":"eBay (United States)","ror":"https://ror.org/05cnabr44","country_code":"US","type":"company","lineage":["https://openalex.org/I4210150719"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Xinxin Shu","raw_affiliation_strings":["eBay, San Jose, CA, USA"],"raw_orcid":"https://orcid.org/0009-0004-2569-0471","affiliations":[{"raw_affiliation_string":"eBay, San Jose, CA, USA","institution_ids":["https://openalex.org/I4210150719"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5025092213","display_name":"Abraham Bagherjeiran","orcid":"https://orcid.org/0000-0001-5901-3269"},"institutions":[{"id":"https://openalex.org/I4210150719","display_name":"eBay (United States)","ror":"https://ror.org/05cnabr44","country_code":"US","type":"company","lineage":["https://openalex.org/I4210150719"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Abraham Bagherjeiran","raw_affiliation_strings":["eBay, San Jose, CA, USA"],"raw_orcid":"https://orcid.org/0000-0001-5901-3269","affiliations":[{"raw_affiliation_string":"eBay, San Jose, CA, USA","institution_ids":["https://openalex.org/I4210150719"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4210150719"],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"5124","last_page":"5128"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.7653999924659729,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.7653999924659729,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.04600000008940697,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10286","display_name":"Information Retrieval and Search Behavior","score":0.026799999177455902,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/scalability","display_name":"Scalability","score":0.7110000252723694},{"id":"https://openalex.org/keywords/set","display_name":"Set (abstract data type)","score":0.5735999941825867},{"id":"https://openalex.org/keywords/selection","display_name":"Selection (genetic algorithm)","score":0.5430999994277954},{"id":"https://openalex.org/keywords/relevance","display_name":"Relevance (law)","score":0.5378999710083008},{"id":"https://openalex.org/keywords/thresholding","display_name":"Thresholding","score":0.3944000005722046},{"id":"https://openalex.org/keywords/semantics","display_name":"Semantics (computer science)","score":0.30649998784065247}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.8029999732971191},{"id":"https://openalex.org/C48044578","wikidata":"https://www.wikidata.org/wiki/Q727490","display_name":"Scalability","level":2,"score":0.7110000252723694},{"id":"https://openalex.org/C177264268","wikidata":"https://www.wikidata.org/wiki/Q1514741","display_name":"Set (abstract data type)","level":2,"score":0.5735999941825867},{"id":"https://openalex.org/C81917197","wikidata":"https://www.wikidata.org/wiki/Q628760","display_name":"Selection (genetic algorithm)","level":2,"score":0.5430999994277954},{"id":"https://openalex.org/C158154518","wikidata":"https://www.wikidata.org/wiki/Q7310970","display_name":"Relevance (law)","level":2,"score":0.5378999710083008},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.5353000164031982},{"id":"https://openalex.org/C191178318","wikidata":"https://www.wikidata.org/wiki/Q2256906","display_name":"Thresholding","level":3,"score":0.3944000005722046},{"id":"https://openalex.org/C124101348","wikidata":"https://www.wikidata.org/wiki/Q172491","display_name":"Data mining","level":1,"score":0.3910999894142151},{"id":"https://openalex.org/C184337299","wikidata":"https://www.wikidata.org/wiki/Q1437428","display_name":"Semantics (computer science)","level":2,"score":0.30649998784065247},{"id":"https://openalex.org/C2778180026","wikidata":"https://www.wikidata.org/wiki/Q18378163","display_name":"Semantic heterogeneity","level":4,"score":0.28690001368522644},{"id":"https://openalex.org/C77618280","wikidata":"https://www.wikidata.org/wiki/Q1155772","display_name":"Scheme (mathematics)","level":2,"score":0.27399998903274536},{"id":"https://openalex.org/C164120249","wikidata":"https://www.wikidata.org/wiki/Q995982","display_name":"Web search query","level":3,"score":0.27070000767707825},{"id":"https://openalex.org/C75165309","wikidata":"https://www.wikidata.org/wiki/Q2258979","display_name":"Search engine indexing","level":2,"score":0.26019999384880066},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.2558000087738037}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3805712.3808472","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3805712.3808472","pdf_url":null,"source":null,"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 49th International ACM SIGIR Conference on Research and Development in Information Retrieval","raw_type":"proceedings-article"}],"best_oa_location":{"id":"doi:10.1145/3805712.3808472","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3805712.3808472","pdf_url":null,"source":null,"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 49th International ACM SIGIR Conference on Research and Development in Information Retrieval","raw_type":"proceedings-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":10,"referenced_works":["https://openalex.org/W1518851315","https://openalex.org/W1993692165","https://openalex.org/W2741307002","https://openalex.org/W3152151101","https://openalex.org/W4300115897","https://openalex.org/W4308714738","https://openalex.org/W4385647149","https://openalex.org/W4399846808","https://openalex.org/W4414581777","https://openalex.org/W4416068048"],"related_works":[],"abstract_inverted_index":{"Modern":[0],"digital":[1],"advertising":[2,127],"systems":[3],"rely":[4],"on":[5,125],"two":[6],"primary":[7],"targeting":[8,51,60,73,186],"mechanisms:":[9],"keyword":[10,72,185],"targeting,":[11,20,192],"where":[12,49],"advertisers":[13],"manually":[14],"specify":[15],"search":[16],"terms,":[17],"and":[18,46,91,107,113,171],"item-based":[19,50,75,191],"which":[21],"matches":[22],"ads":[23],"to":[24,86,95,197],"buyer":[25],"queries":[26,45,139,152],"through":[27],"semantic":[28,78],"similarity.":[29],"While":[30],"both":[31],"approaches":[32],"are":[33],"effective":[34],"in":[35,201],"isolation,":[36],"they":[37],"leave":[38],"a":[39,57,147,194],"coverage":[40,106,136,165,199],"gap,":[41],"particularly":[42],"for":[43,101,137],"broad":[44,138],"new":[47],"items,":[48],"often":[52],"underperforms.":[53],"This":[54],"paper":[55],"presents":[56],"novel":[58],"hybrid":[59],"framework":[61],"that":[62,130],"bridges":[63],"this":[64],"gap":[65,200],"by":[66],"transferring":[67],"successful":[68],"query\u2013item":[69,84],"associations":[70],"from":[71],"into":[74],"campaigns":[76],"via":[77],"embeddings.":[79],"Our":[80],"method":[81],"leverages":[82],"historical":[83],"pairs":[85],"create":[87],"robust":[88],"query":[89,99,116],"representations":[90],"applies":[92],"similarity-driven":[93],"transfer":[94],"expand":[96],"the":[97,178,182,188,198],"candidate":[98],"set":[100,149],"item-targeted":[102],"ads.":[103],"To":[104],"balance":[105],"quality,":[108],"we":[109],"introduce":[110],"adaptive":[111,158],"thresholding":[112],"evaluate":[114],"multiple":[115],"selection":[117],"strategies.":[118],"Experimental":[119],"results,":[120],"including":[121],"large-scale":[122],"A/B":[123],"tests":[124],"eBay's":[126],"platform,":[128],"demonstrate":[129],"our":[131],"approach":[132],"significantly":[133],"expands":[134],"impression":[135],"while":[140,166],"maintaining":[141],"relevance.":[142],"The":[143],"best-performing":[144],"configuration":[145],"selected":[146],"small":[148],"of":[150,180,184,190],"high-quality":[151],"per":[153],"item":[154],"combined":[155],"with":[156,187],"an":[157],"relevance":[159],"threshold,":[160],"achieving":[161],"over":[162],"5%":[163],"incremental":[164],"preserving":[167],"click-through":[168],"rate":[169],"(CTR)":[170],"conversions-over-impression":[172],"(CVI)":[173],"performance.":[174],"These":[175],"findings":[176],"highlight":[177],"effectiveness":[179],"combining":[181],"breadth":[183],"precision":[189],"offering":[193],"scalable":[195],"solution":[196],"ad":[202],"marketplaces.":[203]},"counts_by_year":[],"updated_date":"2026-07-14T23:27:15.235271","created_date":"2026-07-11T00:00:00"}
