Abstract: Advertisements are selected for presentation on search result pages and web pages based on phrases generated from lateral concepts and topics identified for the search result pages and web pages. A search query or an indication of a web page is received for which advertisements are to be provided. Lateral concepts and topics are identified based on the search query or content of the web page. The lateral concepts and topics are used as phrases for selecting advertisements from an advertisement inventory. Selected advertisements are provided for presentation on a search results page in response to a search query or on a web page initially identified.

Abstract: Systems, methods, and computer-storage media for generating contextual queries are provided. The system includes a search engine to receive user queries and contexts, a query understanding component to generate a semantic representation of the query, and a data source command generator to transform the semantic representation into commands for multiple data sources. The data source command generator is connected to the query understanding component. The data source command generator selects data source commands based on lexical information associated with each data source.