【摘要】：隨著互聯(lián)網(wǎng)的飛速發(fā)展,利用網(wǎng)絡(luò)投放定向廣告成為比較高效的廣告投放方式。在現(xiàn)有的網(wǎng)絡(luò)定向廣告算法中存在著內(nèi)容匹配精度較差、用戶偏好考慮不周全等問題,為了解決這些問題,本文提出了基于語義簇的內(nèi)容定向廣告算法,并在此基礎(chǔ)之上,考慮用戶的交互歷史,學(xué)習(xí)用戶偏好,提出了一種基于用戶偏好的行為定向廣告算法。通過研究文獻(xiàn)和實(shí)驗(yàn)驗(yàn)證,設(shè)計(jì)了一種網(wǎng)絡(luò)定向廣告投放系統(tǒng)。本文主要進(jìn)行了以下方面的工作:1.為了提升廣告和網(wǎng)頁內(nèi)容的匹配精度,本文提出了一種基于語義簇內(nèi)容定向廣告算法。在算法中定義了語義簇的概念,并基于此改進(jìn)了傳統(tǒng)的TF-IDF詞權(quán)重度量方法。經(jīng)關(guān)鍵字抽取和基于詞義相關(guān)度的語義擴(kuò)展后,計(jì)算網(wǎng)頁和廣告文本的相似度。設(shè)計(jì)實(shí)驗(yàn)對(duì)算法的效果進(jìn)行了驗(yàn)證。2.為了使廣告投放更加精準(zhǔn),在內(nèi)容定向的基礎(chǔ)上加入了用戶偏好。根據(jù)用戶的日常交互信息學(xué)習(xí)用戶的個(gè)人偏好。根據(jù)事先得到的內(nèi)容匹配的待投放廣告,計(jì)算基于用戶偏好的廣告權(quán)重,為用戶投放權(quán)重最高的廣告。設(shè)計(jì)實(shí)驗(yàn)對(duì)算法的效果進(jìn)行了驗(yàn)證。3.對(duì)網(wǎng)絡(luò)定向廣告系統(tǒng)進(jìn)行了整體設(shè)計(jì),包括用戶交互模塊、數(shù)據(jù)收集與處理模塊,廣告定向投放模塊和數(shù)據(jù)存儲(chǔ)模塊。經(jīng)過實(shí)驗(yàn)驗(yàn)證,本文所設(shè)計(jì)的網(wǎng)絡(luò)定向廣告系統(tǒng),在投放精度上,達(dá)到了預(yù)期效果。
[Abstract]:With the rapid development of the Internet, the use of network targeted advertising has become a more efficient way of advertising. In order to solve these problems, there are some problems in the existing network oriented advertising algorithms, such as poor content matching accuracy and incomplete user preference. In order to solve these problems, this paper proposes a content oriented advertising algorithm based on semantic cluster, and on this basis, Considering the interaction history of users and learning user preferences, a behavior oriented advertising algorithm based on user preferences is proposed. Through the research literature and experimental verification, a network oriented advertising system is designed. The main work of this paper is as follows: 1. In order to improve the matching accuracy of advertising and web content, this paper proposes a semantic cluster content oriented advertising algorithm. The concept of semantic cluster is defined in the algorithm, and based on this, the traditional TF-IDF word weight measurement method is improved. After keyword extraction and semantic extension based on word meaning relevance, the similarity between web page and advertising text is calculated. The effect of the algorithm is verified by the design experiment. 2. In order to make advertising more accurate, user preference is added on the basis of content orientation. Learn the user's personal preferences according to the user's daily interactive information. According to the content matching advertisement to be put in advance, the advertising weight based on user preference is calculated, and the advertisement with the highest weight is given to the user. The effect of the algorithm is verified by the design experiment. The network oriented advertising system is designed as a whole, including user interaction module, data collection and processing module, advertisement oriented delivery module and data storage module. The experimental results show that the network oriented advertising system designed in this paper has achieved the desired results in terms of delivery accuracy.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：TP393.0

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本文編號(hào)：2483980