Conversion Modeling in Sponsored Search

Both advertisers and search users want to increase conversion rates and decrease the cost. This project measures and predicts conversion rates and uses this data to influence ad ranking, pricing and placement, for better value for both search users and advertisers.

Response Prediction

Yahoo Labs is developing advanced machine learning and statistical modeling techniques to predict user response (click & conversion) to ads impressions given user context.

Generalized Utility in Sponsored Search Auctions

Yahoo Labs is constantly improving Yahoo’s ad auction system to create long-term value to search engine users, publishers, and advertisers

Contextual Advertising

Yahoo Labs is pioneering advances in contextual advertising by building highly scalable ad search systems and predictive models for effectively targeting ads based on the context of the user's browsing behavior and the content of the web pages visited.

Contextual Ads Relevance Modeling

Yahoo Labs is developing advanced information retrieval techniques to improve contextual ads relevance.

Estimation of Reserve Price for Sponsored Search Auctions

Reserve Pricing is an important feature of an auction marketplace. offers several benefits such as offering price support and improving the user experience by eliminating ads with poor relevance

Predicting Query to Ad Relevance

Sponsored search needs to satisfy both the search users, by providing high quality advertisements that are relevant to the user, and the advertiser, by driving customers with a buying intent to their site.

Mapping Search Query Language to Advertiser Bidded Terms

Sponsored search is aimed at connecting search advertisers to people who may be interested in their products, but advertisers and consumers don't always speak the same language.

Display Supply & Demand Forecasting

Yahoo Labs is developing the state-of-the-art forecasting algorithms to predict future supply of target-able page-views and demand from advertisers

Ad Indexing & Retrieval

Displaying ads alongside web queries is a very effective advertising approach. YLabs is working on better ways to index large advertiser databases and performing efficient and precision driven real-time retrieval for serving sponsored search ads.