document: Using landing pages for sponsored search ad selection We explore the use of the landing page content in sponsored search ad selection . Specifically , we compare the use of the ad 's intrinsic content to augmenting the ad with the whole , or parts , of the landing page . We explore two types of extractive summarization techniques to select useful regions from the landing pages : out-of-context and in-context methods . Out-of-context methods select salient regions from the landing page by analyzing the content alone , without taking into account the ad associated with the landing page . In-context methods use the ad context ( including its title , creative , and bid phrases ) to help identify regions of the landing page that should be used by the ad selection engine . In addition , we introduce a simple yet effective unsupervised algorithm to enrich the ad context to further improve the ad selection . Experimental evaluation confirms that the use of landing pages can significantly improve the quality of ad selection . We also find that our extractive summarization techniques reduce the size of landing pages substantially , while retaining or even improving the performance of ad retrieval over the method that utilize the entire landing page .
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