Microsoft Technology Licensing, LLC

Mahbubul Alam Ali

David Earl Heckerman

Tarek Najm

Arungunram Chandrasekaran Surendran

Viswanath Vadlamani

Abhinai Srivastava

Munirathnam Srikanth

Guy Shani

Martin Luo

John Midgley

Search result re-ranking is provided by employing a concept graph from a metabase. When a search query is received, a query context of the search query is analyzed to identify dominant concepts for the search query. The dominant concepts are expanded by identifying the dominant concepts within a concept graph and identifying additional concepts having a strong relationship with the dominant concepts within the concept graph. A set of search results for the search query is analyzed to determine strength of relationship of each search result to the expanded concepts. The search results are re-ranked based on the strength of relationship of each search result to the expanded concepts and the strength of relationship of each expanded concept to the dominant concepts.

Re-ranking search results based on lexical and ontological concepts

Advertisement response probabilities are utilized to alter advertisement scores. A plurality of possible advertisements is accessed from, for example, an advertisement database or advertisement pipeline. A response probability for each advertisement is determined. A response probability may be a probability that a user will 'click,' or otherwise select an advertisement. Advertisements may be associated with probabilistic prediction models that take advertisement recipient attribute values as inputs and provide a probability distribution as output. A score associated with each of the possible advertisements is altered based on the response probability for each of the advertisements. Statistical prediction is used to determine how scores are to be altered. Advertisements with response probabilities less than a mean probability may have associated scores decreased. Conversely, advertisements with response probabilities greater than a mean probability may have associated scores increased.

Modifying advertisement scores based on advertisement response probabilities

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Mahbubul Alam Ali