ad recall

DataFunTalk

Jul 16, 2019 · Artificial Intelligence

Search Advertising and Ad Recall: Business Logic, Semantic Relevance, and Deep Learning Models at 360

This article explains the architecture of 360's search advertising system, detailing its ad recall, ranking, and display modules, illustrates exact‑match and semantic recall methods with a case study, and reviews the evolution from feature‑engineered GBDT models to deep learning approaches such as DSSM, ESIM, and BERT, including data preparation, training, and performance evaluation.