arXivDaily arXiv每日学术速递 周一至周五更新
arXiv 2004.06438cs.CL
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Query-Variant Advertisement Text Generation with Association Knowledge

Peking University(北京大学);Beijing Language and Culture University(北京语言大学);Tencent(腾讯);Institute for Clarity in Documentation(文档清晰度研究所);Inria Paris-Rocquencourt(法国国家信息与自动化研究所巴黎-罗克库尔分部);Rajiv Gandhi University(拉吉夫·甘地大学);Tsinghua University(清华大学);Palmer Research Laboratories(帕尔默研究实验室)

Siyu Duan, Wei Li, Cai Jing, Yancheng He, Yunfang Wu, Xu Sun

英文摘要:

Online advertising is an important revenue source for many IT companies. In the search advertising scenario, advertisement text that meets the need of the search query would be more attractive to the user. However, the manual creation of query-variant advertisement texts for massive items is expensive. Traditional text generation methods tend to focus on the general searching needs with high frequency while ignoring the diverse personalized searching needs with low frequency. In this paper, we propose the query-variant advertisement text generation task that aims to generate candidate advertisement texts for different web search queries with various needs based on queries and item keywords. To solve the problem of ignoring low-frequency needs, we propose a dynamic association mechanism to expand the receptive field based on external knowledge, which can obtain associated words to be added to the input. These associated words can serve as bridges to transfer the ability of the model from the familiar high-frequency words to the unfamiliar low-frequency words. With association, the model can make use of various personalized needs in queries and generate query-variant advertisement texts. Both automatic and human evaluations show that our model can generate more attractive advertisement text than baselines.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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