Improving Ad matching via Cluster-Adaptive Keyword Expansion and Relevance tuning

In search advertising, keyword matching connects user queries with relevant ads. While token-based matching increases ad coverage, it can reduce relevance due to overly permissive semantic expansion. This work extends keyword reach through document-side semantic keyword expansion, using a language model to broaden token-level matching without altering queries. We propose a solution using a pre-trained siamese model to generate dense vector representations of ad keywords and identify semantically related variants through nearest neighbor search. To maintain precision, we introduce a cluster-based thresholding mechanism that adjusts similarity cutoffs based on local semantic density. Each expanded keyword maps to a group of seller-listed items, which may only partially align with the original intent. To ensure relevance, we enhance the downstream relevance model by adapting it to the expanded keyword space using an incremental learning strategy with a lightweight decision tree ensemble. This system improves both relevance and click-through rate (CTR), offering a scalable, low-latency solution adaptable to evolving query behavior and advertising inventory.

Detecting Individuals with Depressive Disorder fromPersonal Google Search and YouTube History Logs

Depressive disorder is one of the most prevalent mental illnesses among the global population. However, traditional screening methods require exacting in-person interviews and may fail to provide immediate interventions. In this work, we leverage ubiquitous personal longitudinal Google Search and YouTube engagement logs to detect individuals with depressive disorder. We collected Google Search and YouTube history data and clinical depression evaluation results from $212$ participants ($99$ of them suffered from moderate to severe depressions). We then propose a personalized framework for classifying individuals with and without depression symptoms based on mutual-exciting point process that captures both the temporal and semantic aspects of online activities. Our best model achieved an average F1 score of $0.77 \pm 0.04$ and an AUC ROC of $0.81 \pm 0.02$.