本文選題：網(wǎng)絡(luò)廣告平臺(tái)　切入點(diǎn)：上下文廣告　出處：《北京郵電大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 近年來,網(wǎng)絡(luò)技術(shù)快速發(fā)展,網(wǎng)絡(luò)應(yīng)用不斷普及,網(wǎng)民數(shù)量急劇上升,Internet已經(jīng)成為人們生活的一部分。通過Internet,人們可以學(xué)習(xí)、娛樂、游戲和購物。網(wǎng)絡(luò)成為繼電視廣播、報(bào)刊雜志和戶外廣告以外的第四大廣告媒體。網(wǎng)絡(luò)廣告與傳統(tǒng)廣告相比,具有受眾廣、針對(duì)性強(qiáng)、交互直接便捷等優(yōu)點(diǎn)。但在中國,網(wǎng)絡(luò)廣告的發(fā)展相對(duì)滯后:一方面,很多小型企業(yè)的廣告需求因不能找到價(jià)格合適的投放媒體而得不到滿足;另一方面,很多價(jià)格低廉的廣告投放媒體卻又找不到廣告投放需求。針對(duì)這種情況,有必要構(gòu)建一個(gè)網(wǎng)絡(luò)廣告平臺(tái),架起廣告主與廣告發(fā)布商合作的橋梁,實(shí)現(xiàn)對(duì)網(wǎng)絡(luò)廣告資源的整合利用。 論文首先對(duì)網(wǎng)絡(luò)廣告平臺(tái)的相關(guān)技術(shù)包括上下文廣告、廣告匹配模型、Lucene搜索引擎和設(shè)計(jì)模式進(jìn)行了研究。然后針對(duì)國內(nèi)市場(chǎng)對(duì)網(wǎng)絡(luò)廣告平臺(tái)的需求和目前網(wǎng)絡(luò)廣告平臺(tái)存在的問題,提出了一個(gè)新的網(wǎng)絡(luò)廣告平臺(tái)AdServer,并在分析、設(shè)計(jì)它的運(yùn)營模式、業(yè)務(wù)流程的基礎(chǔ)上,設(shè)計(jì)了它的總體構(gòu)架,給出了其主要數(shù)據(jù)庫結(jié)構(gòu)設(shè)計(jì)。 論文對(duì)平臺(tái)包含的廣告管理和廣告投放兩大主要模塊進(jìn)行了設(shè)計(jì)和實(shí)現(xiàn)。廣告投放模塊包括廣告爬蟲、網(wǎng)頁元素提取器、廣告匹配管理器和廣告投放代碼生成器等子功能模塊,論文重點(diǎn)實(shí)現(xiàn)廣告匹配管理器和投放代碼生成器子模塊,并結(jié)合廣告平臺(tái)的要求,對(duì)Lucene的相似度算法進(jìn)行適應(yīng)性修改,實(shí)現(xiàn)了適用于廣告平臺(tái)的廣告投放匹配模型,進(jìn)一步提高廣告匹配精確度。廣告管理模塊主要完成廣告聯(lián)盟、廣告媒體和廣告發(fā)布媒體信息的維護(hù),以及廣告訪問日志管理、廣告付費(fèi)、生成統(tǒng)計(jì)報(bào)表等功能。論文重點(diǎn)應(yīng)用設(shè)計(jì)模式提高模塊的靈活性、適應(yīng)性和代碼的可重用性,設(shè)計(jì)了靈活的付費(fèi)模型,對(duì)傳統(tǒng)廣告付費(fèi)方式進(jìn)行改進(jìn),在原有的付費(fèi)方式中,加入按展示的時(shí)間段付費(fèi)方式。 本文的最后對(duì)該項(xiàng)目的設(shè)計(jì)作了總結(jié),提出自己的改進(jìn)意見。
[Abstract]:In recent years, with the rapid development of network technology, the popularity of network applications, the number of Internet users has increased dramatically. Internet has become a part of people's lives. Through Internet, people can learn, play, play and shop. Compared with traditional advertising, online advertising has the advantages of wide audience, strong pertinence, direct and convenient interaction, etc. But in China, the development of online advertising is relatively lagging behind: on the one hand, Many small businesses can't meet their advertising needs because they can't find the right delivery media at the right price. On the other hand, many low-cost advertising media cannot find advertising demand. It is necessary to build a network advertising platform to build up a bridge between advertisers and publishers to realize the integration and utilization of online advertising resources. Firstly, the related technologies of network advertising platform, including context advertising, are discussed in this paper. The advertising matching model Lucene search engine and design pattern are studied. Then, according to the demand of the domestic market for the network advertising platform and the problems existing in the current network advertising platform, a new network advertising platform AdServer is put forward and analyzed. Based on the design of its operation mode and business process, its general framework is designed, and its main database structure design is given. The thesis designs and implements the two main modules of advertising management and advertising. The advertising module includes the crawler, the element extractor of the web page. Advertising matching manager and advertising code generator are sub-function modules. This paper focuses on the implementation of advertising matching manager and code generator submodule. Combined with the requirements of advertising platform, the similarity algorithm of Lucene is modified adaptively. The advertising management module mainly completes the advertising alliance, the maintenance of advertising media and advertising publishing media information, as well as the advertising access log management. The paper focuses on applying the design pattern to improve the flexibility, adaptability and reusability of the code, and designs a flexible payment model to improve the traditional advertising payment mode. In the original payment mode, add the display time payment mode. At the end of this paper, the design of the project is summarized and some suggestions are put forward.
【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】：2009
【分類號(hào)】：TP311.52

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本文編號(hào)：1586885