A typical problem for a search engine (hosting sponsored search service) is to provide the advertisers with a forecast of the number of impressions his/her ad is likely to obtain for a given bid. Accurate forecasts have high business value, since they enable advertisers to select bids that lead to better returns on their investment. They also play an important role in services such as automatic campaign optimization. Despite its importance the problem has remained relatively unexplored in literature. Existing methods typically overfit to the training data, leading to inconsistent performance. Furthermore, some of the existing methods cannot provide predictions for new ads, i.e., for ads that are not present in the logs. In this paper, we develop a generative model based approach that addresses these drawbacks. We design a Bayes net to capture inter-dependencies between the query traffic features and the competitors in an auction. Furthermore, we account for variability in the volume of query traffic by using a dynamic linear model. Finally, we implement our approach on a production grade MapReduce framework and conduct extensive large scale experiments on substantial volumes of sponsored search data from Bing. Our experimental results demonstrate significant advantages over existing methods as measured using several accuracy/error criteria, improved ability to provide estimates for new ads and more consistent performance with smaller variance in accuracies. Our method can also be adapted to several other related forecasting problems such as predicting average position of ads or the number of clicks under budget constraints.

With evolving Web, short length parallel corpora is becoming very common and some of these include user queries, web snippets etc. This paper concerns situations where short length parallel corpora has to be analyzed in order to find meaningful unit-alignment. This is similar to dealing with parallel corpora where a sentence level alignment of translations is required, but differs in that the alignment is to be inferred at unit (word or phrase) level. A Conditional Random Field (CRF) based approach is proposed to discover this unit alignment. Given pairs of semantically or syntactically similar entities, the problem is formulated as that of mutual segmentation and sequence alignment problem. The mutual segmentation refers to the process of segmenting the first entity based on units (or labels) in the second entity and vice-versa. The process of optimizing this mutual segmentation also results in optimal unit alignment. Since our training data is not segmented and unit-aligned, we modify the CRF objective function to accommodate unsupervised data and iterative learning. We have applied this framework to Web Search domain and specifically for query reformulation task. Finally, our experiments suggest that the proposed approach indeed results in meaningful alternatives of the original query.

With the explosive growth of data and its distributed sources, there are increasing needs for secure cooperative data analysis. The issue of data reduction to decrease communication overheads and the issue of preservation of privacy of the shared data are becoming important. However, existing privacy preserving techniques do not work well for distance-based mining because they do not preserve distances. Besides, most of them either do not reduce data or are tied to very specific mining algorithms. Using the unitarity and energy compaction property of Fourier transforms, this paper proposes a novel framework to preserve privacy and reduce data size, yet preserve Euclidian distances. A fuzzy programming approach for selection of Fourier coefficients is proposed to optimise the objective of preserving Euclidean distances and obtaining privacy and data reduction through coefficient suppression. Experiments demonstrate the superiority of the proposed approach over the existing ones.