Location Aware Embedding for Geotargeting in Sponsored Search Advertising

Web search queries concern place far more often than existing labelling schemes suggest, yet the landscape of geospatial web search queries - what people ask of place, and how often - remains poorly characterised at scale. We apply dense sentence embeddings, a lightweight SetFit classifier, and density-based clustering to the full MS MARCO corpus of 1.01 million real Bing queries without prior filtering for toponyms or spatial keywords, identifying 181,827 geospatial queries (18.0%), nearly threefold the 6.17% labelled as Location in the original annotations. The resulting taxonomy of 88 query categories reveals that geospatial web search is dominated by transactional and practical lookups: costs and prices alone account for 15.3% of geospatial queries, nearly twice the size of the entire physical geography theme. Much of this activity - costs, opening hours, contact details, weather, travel recommendations - falls outside the scope of what traditional GIS and knowledge graphs are built to serve. The categories vary substantially in the kind of answer they admit, from deterministic lookups answerable from spatial databases or knowledge graphs to evaluative or temporally volatile queries that require generative or real-time systems. We discuss implications for hybrid retrieval architectures and for benchmarks of geographic reasoning in large language models. We openly release the labelled dataset, classifier, and taxonomy.

Geographic implicit neural representations (INRs) learn to map any coordinate on Earth to a location embedding, implicitly encoding geospatial data into the weights of a neural network. Location embeddings are widely used off the shelf as general-purpose geospatial representations, yet users lack principled tools to audit what geographic or semantic information these embeddings capture. In this work, we analyze the information content of geographic INRs through their location embeddings. We decompose these embeddings into human-interpretable features$\unicode{x2014}$namely, (i) sparse latent concepts, (ii) natural language concepts, and (iii) visual features. The latent concept embeddings are learned using sparse autoencoders. To recover natural language concepts, we apply sparse linear concept embeddings (SpLiCE) over a predefined geospatial dictionary. Finally, visual features are extracted using saliency maps derived from CLIP Surgery. We show that location embeddings can be decomposed into human-interpretable representations while retaining high reconstruction capability, revealing interpretable geographic structures such as forests, deserts, and urban features. Across methods, sparse decompositions expose systematic differences in encoded information, ranging from urban structures to broader biome and climate signals, and pretraining-space saliency maps further highlight complementary features such as roads and landmarks. We hope this work provides a first step toward interpretable geospatial representations.

People search for urban outdoor places not only by category or function, but also by what activities a place can support and how it is perceived. Existing geospatial retrieval remains largely POIcentric and metadata-driven, making it difficult to satisfy openended, affective, or activity-oriented needs. We present PlaceSeek, a human-centered outdoor place retrieval framework that maps natural-language queries to geolocated street-view imagery. PlaceSeek introduces an intent-aware retrieval mechanism that decomposes user queries into functional and affective sub-intents. A Semantic Grounding Module verifies whether candidate street-view results contain the physical evidence needed to support the intended activity, while an Affective Alignment Module re-ranks physically valid candidates using a LoRA-adapted vision-language model trained on human urban perception judgments. We evaluate PlaceSeek on 31,956 street-view locations in Milan across 10 naturallanguage queries annotated by five human evaluators. PlaceSeek achieves 88.0% Precision@5, a mean match score of 3.39/4.0, and 0.920 nDCG@5, outperforming CLIP, fine-tuned CLIP, SigLIP, and a VQA-based baseline. Ablation results show that physical grounding is essential for retrieval validity, while affective alignment improves ranking quality among physically valid candidates. These findings highlight that complex urban spatial queries require modeling both verifiable visual evidence and human perceptual preferences. PlaceSeek provides a potential framework for human-centered nextgeneration geospatial retrieval systems.