1. ONLINE EXPANSION OF RARE QUERIES FOR SPONSORED SEARCH attack Chih-Hung Wu

2. Contributions  Fourfold:  present an efficient online query expansion approach for tail queries  describe a novel approach for directing indexing query expansions…  Propose a formalism for expanding queries…  Describe a ranking and scoring method…  Umm…..so it’s twofold??

3. Empirical evaluation  Comparisons with other algorithms missing??  Set unigram, phrase, and class feature weights, to 1,1,and 0.1.  Because it was ‘found’ to produce good results…??

4. Empirical evaluation  Ad relevance  Human editors  Hybrid  Offline for queries found in LUT, online for ones not found in LUT.  Where is the analysis on computational cost??  Table6.4??

5. Overview  7 people on the team  Wrote an incomplete paper Small dataset Google 61.60% Yahoo 20.40% Lack of explanations on certain points/decisions control variables Missing cost/timing analysis What is the whole point of this paper?