Improving Retrieval in Sponsored Search by Leveraging Query Context Signals

Accurately retrieving relevant bid keywords for user queries is critical in Sponsored Search but remains challenging, particularly for short, ambiguous queries. Existing dense and generative retrieval models often fail to capture nuanced user intent in these cases. To address this, we propose an approach to enhance query understanding by augmenting queries with rich contextual signals derived from web search results and large language models, stored in an online cache. Specifically, we use web search titles and snippets to ground queries in real-world information and utilize GPT-4 to generate query rewrites and explanations that clarify user intent. These signals are efficiently integrated through a Fusion-in-Decoder based Unity architecture, enabling both dense and generative retrieval with serving costs on par with traditional context-free models. To address scenarios where context is unavailable in the cache, we introduce context glancing, a curriculum learning strategy that improves model robustness and performance even without contextual signals during inference. Extensive offline experiments demonstrate that our context-aware approach substantially outperforms context-free models. Furthermore, online A/B testing on a prominent search engine across 160+ countries shows significant improvements in user engagement and revenue.

UniDEC : Unified Dual Encoder and Classifier Training for Extreme Multi-Label Classification

Extreme Multi-label Classification (XMC) involves predicting a subset of relevant labels from an extremely large label space, given an input query and labels with textual features. Models developed for this problem have conventionally used modular approach with (i) a Dual Encoder (DE) to embed the queries and label texts, (ii) a One-vs-All classifier to rerank the shortlisted labels mined through meta-classifier training. While such methods have shown empirical success, we observe two key uncharted aspects, (i) DE training typically uses only a single positive relation even for datasets which offer more, (ii) existing approaches fixate on using only OvA reduction of the multi-label problem. This work aims to explore these aspects by proposing UniDEC, a novel end-to-end trainable framework which trains the dual encoder and classifier in together in a unified fashion using a multi-class loss. For the choice of multi-class loss, the work proposes a novel pick-some-label (PSL) reduction of the multi-label problem with leverages multiple (in come cases, all) positives. The proposed framework achieves state-of-the-art results on a single GPU, while achieving on par results with respect to multi-GPU SOTA methods on various XML benchmark datasets, all while using 4-16x lesser compute and being practically scalable even beyond million label scale datasets.

NGAME: Negative Mining-aware Mini-batching for Extreme Classification

Extreme Classification (XC) seeks to tag data points with the most relevant subset of labels from an extremely large label set. Performing deep XC with dense, learnt representations for data points and labels has attracted much attention due to its superiority over earlier XC methods that used sparse, hand-crafted features. Negative mining techniques have emerged as a critical component of all deep XC methods that allow them to scale to millions of labels. However, despite recent advances, training deep XC models with large encoder architectures such as transformers remains challenging. This paper identifies that memory overheads of popular negative mining techniques often force mini-batch sizes to remain small and slow training down. In response, this paper introduces NGAME, a light-weight mini-batch creation technique that offers provably accurate in-batch negative samples. This allows training with larger mini-batches offering significantly faster convergence and higher accuracies than existing negative sampling techniques. NGAME was found to be up to 16% more accurate than state-of-the-art methods on a wide array of benchmark datasets for extreme classification, as well as 3% more accurate at retrieving search engine queries in response to a user webpage visit to show personalized ads. In live A/B tests on a popular search engine, NGAME yielded up to 23% gains in click-through-rates.