Sponsored Search

Sponsored search aims to optimize the matching of advertisements to user search queries, maximizing advertiser revenue and user engagement. Current research focuses on improving query understanding through contextual signals and advanced retrieval methods, including generative and dense models often unified within a single architecture, as well as refining ad ranking and bidding strategies using reinforcement learning and addressing biases like position bias. These advancements enhance the efficiency and effectiveness of online advertising, impacting both the economic performance of search engines and the user experience.