本文選題：廣告投放　切入點(diǎn)：海量數(shù)據(jù)　出處：《哈爾濱工業(yè)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：在線廣告投放系統(tǒng)是隨著在線廣告市場和大數(shù)據(jù)技術(shù)的的快速發(fā)展和逐步完善而發(fā)展起來的,旨在幫助廣告商和在線視頻網(wǎng)站實(shí)現(xiàn)專業(yè)精準(zhǔn)的貼片類、頁面類廣告定向投放,廣告投放流程管理,廣告運(yùn)營數(shù)據(jù)統(tǒng)計(jì)等任務(wù)的系統(tǒng)軟件。56網(wǎng)作為中國領(lǐng)先的視頻分享網(wǎng)站,每天視頻播放量超過千萬次,公司搭建在線廣告投放管理系統(tǒng),目的在于利用云計(jì)算平臺,通過對廣告投放流程的嚴(yán)格把控,在保證廣告定向精準(zhǔn)投放的前提下,同時能夠整合公司既有的銷售、產(chǎn)品、技術(shù)團(tuán)隊(duì),形成可靠多樣的,可定制化的廣告銷售方案。該廣告系統(tǒng)能夠?qū)V告投放方案進(jìn)行有效的優(yōu)化,并在投放的過程中自動調(diào)節(jié)投放參數(shù),從技術(shù)層面確保了網(wǎng)站廣告資源最大程度的有效利用。本課題通過對計(jì)算廣告學(xué)、流程管理理論、相似度推薦算法、彈性計(jì)算和海量存儲技術(shù)等相關(guān)理論和技術(shù)的探究,利用云計(jì)算平臺搭建了一個支持日千萬級用戶訪問的在線廣告智能投放、投放流程管理、投放數(shù)據(jù)挖掘的在線廣告投放系統(tǒng),該廣告系統(tǒng)能夠?qū)W(wǎng)站廣告資源進(jìn)行全程監(jiān)控和控制,使不同連接設(shè)備、不同觀看時間,不同地理位置的用戶在觀看網(wǎng)站視頻時,都能夠根據(jù)廣告商制定的投放方案獲得差異化的廣告投放結(jié)果,使品牌在目標(biāo)用戶群中的曝光頻率大幅提高。本系統(tǒng)的開發(fā)過程包含對投放系統(tǒng)硬件集群部署,廣告投放策略優(yōu)化,投放管理后臺系統(tǒng)開發(fā),海量數(shù)據(jù)分析與預(yù)測等方面,主要實(shí)現(xiàn)了以下幾方面的功能:搭建了廣告后端投放子系統(tǒng)和數(shù)據(jù)采集分析子系統(tǒng),實(shí)現(xiàn)了對廣告投放的控制和數(shù)據(jù)的采集;設(shè)計(jì)并開發(fā)了用于預(yù)訂、管理、投放廣告資源的流程管理子系統(tǒng);設(shè)計(jì)并開發(fā)了合同管理、下單管理子系統(tǒng),實(shí)現(xiàn)了針對用戶畫像的廣告精準(zhǔn)投放;設(shè)計(jì)并開發(fā)了投放數(shù)據(jù)監(jiān)測與效果反饋?zhàn)酉到y(tǒng);設(shè)計(jì)并開發(fā)了廣告系統(tǒng)的數(shù)據(jù)盤點(diǎn)子系統(tǒng)。通過對各個子系統(tǒng)的不同層次的測試,該廣告投放系統(tǒng)滿足了56網(wǎng)提出的功能和非功能性需求,并在此基礎(chǔ)上實(shí)現(xiàn)了基于皮爾遜相關(guān)系數(shù)、Cosine相似度、Tanimoto系數(shù)等利用群體智慧協(xié)同過濾的廣告推薦算法。
[Abstract]:With the rapid development and gradual improvement of online advertising market and big data technology, the online advertising delivery system aims to help advertisers and online video websites to achieve professional and accurate patch type, page type advertising targeted delivery. As a leading video sharing website in China, the system software .56. net for tasks such as advertising process management, advertising operation data statistics, and so on, has more than 10 million video playback times a day. The company builds an online advertising delivery management system. The purpose is to make use of cloud computing platform, by strictly controlling the advertising delivery process, while ensuring the targeted and accurate delivery of advertisements, and at the same time integrating the company's existing sales, products, and technical teams to form a reliable and diverse, The advertising system can effectively optimize the advertising delivery scheme and automatically adjust the delivery parameters in the process of launching. From the technical level to ensure the most effective use of website advertising resources. This topic through the computational advertising theory, process management theory, similarity recommendation algorithm, flexible computing and mass storage technology and other related theories and technologies. Using the cloud computing platform to build an online advertising delivery system that supports daily users to access the online advertising intelligent delivery, delivery process management, data mining, online advertising delivery system, The advertising system can monitor and control the advertising resources of the website in the whole process so that users with different connecting devices, different viewing times and different geographical locations can watch the website video. All of them can get different advertising results according to the advertising program, which can greatly increase the exposure frequency of the brand in the target user group. The development process of the system includes the deployment of the hardware cluster of the delivery system. The optimization of advertising strategy, the development of backstage system of launch management, the analysis and prediction of massive data, etc., are mainly realized in the following aspects: the back-end system of advertising and the subsystem of data collection and analysis are set up. It realizes the control of advertising and data collection, designs and develops a process management subsystem for booking, managing and placing advertising resources, designs and develops a contract management subsystem and an order management subsystem. In this paper, the accurate advertisement placement for user portrait is realized; the subsystem of data monitoring and effect feedback is designed and developed; the data inventory subsystem of advertising system is designed and developed. Through the test of different levels of each subsystem, The advertising delivery system meets the functional and non-functional requirements proposed by 56net, and based on this, an ad recommendation algorithm based on Pearson correlation coefficient and Cosine similarity and Tanimoto coefficient is implemented.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：TP311.52
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本文編號：1600142