Yahoo 借助 Amazon Bedrock 提升搜索重定向能力
原标题：How Yahoo enhances search retargeting using Amazon Bedrock
AI 摘要
Yahoo 在其 DSP 广告技术套件中使用 Amazon Bedrock 和生成式 AI 升级了搜索重定向（SRT）功能，以替代传统的 Word2Vec + LSH 关键词扩展方法。通过评估多个 LLM，最终选用 Anthropic 的 Claude 3.5 Sonnet v2，并引入验证步骤以减少幻觉，使关键词扩展的中位数比率提升五倍，最大比率翻倍。该方案提高了广告定位的语义相关性和受众覆盖范围。
正文节选
How Yahoo enhances search retargeting using Amazon Bedrock Connecting user search intent with relevant ad experiences across channels is a longstanding challenge in digital advertising. Advertisers need sophisticated ways to reach audiences based on their demonstrated interests and behaviors, particularly their search activity, which is one of the strongest signals of user intent. Traditional keyword expansion approaches often struggle with outdated vocabulary, limited semantic understanding, an