A new release advertisement system generates advertisement sets for new release items that have a release date. To generate the advertisement sets, the system identifies items with release dates within a “new release advertising window.” The new release advertisement system then identifies item and keyword pairs from the text within the attributes of the items. After identifying item and keyword pairs for each of the new release items, the system removes pairs that do not satisfy a filtering criterion. The system then generates advertisements from the text of the attributes of the items remaining after the removing based on the filtering criterion. The system then creates advertisement sets for the remaining pairs that include the advertisement generated for the item of the pair and the keyword of the pair.