本文選題：互聯(lián)網(wǎng)廣告 + Storm��； 參考：《南京大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)廣告經(jīng)過近20多年的發(fā)展,取得了顯著的成果。2015年10月9日,美團(tuán)網(wǎng)和大眾點(diǎn)評網(wǎng)正式合并成立新的公司新美大,當(dāng)前,新美大在020領(lǐng)域已成為最大的線上平臺和場景入口,包括團(tuán)購、外賣、廣告、休閑娛樂、親子、結(jié)婚、麗人等等業(yè)務(wù),幾乎涵蓋所有生活服務(wù)場景,其中包含各類數(shù)據(jù):跨行業(yè)種類數(shù)據(jù)、交易支付數(shù)據(jù)、用戶瀏覽數(shù)據(jù)等等。聯(lián)盟廣告業(yè)務(wù)部是美團(tuán)點(diǎn)評廣告平臺部的一個(gè)子部門,它定位于外部媒體,為美團(tuán)點(diǎn)評商戶采買流量,提供推廣服務(wù)�；诖�,聯(lián)盟廣告需要設(shè)計(jì)一套針對本部門的廣告數(shù)據(jù)統(tǒng)計(jì)與分析平臺,以數(shù)據(jù)圖表的方式展現(xiàn)廣告數(shù)據(jù),它能夠作多維度的離線統(tǒng)計(jì)和實(shí)時(shí)監(jiān)控,為后續(xù)廣告的精細(xì)化的投放、定向、決策提供數(shù)據(jù)依據(jù),同時(shí)可以及時(shí)發(fā)現(xiàn)、規(guī)避和解決可能潛藏的問題和風(fēng)險(xiǎn)。本文主要介紹Kepler聯(lián)盟廣告數(shù)據(jù)統(tǒng)計(jì)與分析平臺的設(shè)計(jì)與實(shí)現(xiàn)。離線數(shù)據(jù)模型使用Hive、Shell和Python處理,通過內(nèi)部調(diào)度器去實(shí)現(xiàn)任務(wù)調(diào)度,實(shí)時(shí)數(shù)據(jù)模型使用Storm和Kafka的組合,數(shù)據(jù)庫采用MySQL和Redis,后端業(yè)務(wù)框架采用Spring、Spring MVC、Mybatis。采用Hive處理離線數(shù)據(jù),相比Hadoop,不需要書寫復(fù)雜的MapReduce函數(shù)進(jìn)行編程,更多的關(guān)注HQL,減輕開發(fā)難度和成本。而實(shí)時(shí)數(shù)據(jù)處理使用Storm和Kafka,因?yàn)樗浅＿m合廣告日志的處理。最終項(xiàng)目正常運(yùn)行并上線,對平臺的運(yùn)營和廣告實(shí)時(shí)競價(jià)的決策具有非常重要的意義。
[Abstract]:After nearly 20 years of development, Internet advertising has achieved remarkable results. On October 9, 2015, Meituan and Dianping formally merged to form a new company Meituan-Dianping. Meituan-Dianping has become the largest online platform and scene portal in the 020 field, including group buying, take-out, advertising, leisure and entertainment, parenthood, marriage, beauty and so on, covering almost all life service scenarios. It contains all kinds of data: cross-industry data, transaction payment data, user browsing data and so on. Alliance Advertising Business Department is a sub-department of Meituan Dianping Advertising platform Department, which is located in external media, buys traffic for Meituan Dianping merchants, and provides promotion services. Based on this, alliance advertising needs to design a set of advertising data statistics and analysis platform for the department, display advertising data in the form of data chart, it can make multi-dimensional off-line statistics and real-time monitoring. It can provide the data basis for the meticulous placement, orientation and decision making of the follow-up advertisement, and at the same time, it can find, avoid and solve the possible hidden problems and risks in time. This paper mainly introduces the design and implementation of Kepler Alliance Advertising data Statistics and Analysis platform. The offline data model uses Hiveer Shell and Python to process the task, the real-time data model uses the combination of Storm and Kafka, the database uses MySQL and Rediss, and the back-end business framework uses Spring Spring MV C to implement task scheduling. The real-time data model uses the combination of Storm and Kafka, and the back-end business framework uses Spring Spring MV C to implement task scheduling. Using Hive to deal with offline data, compared with Hadoop, it does not need to write complex MapReduce functions for programming, and pays more attention to HQLs, and reduces the difficulty and cost of development. Real-time data processing uses Storm and Kafka because it is very suitable for advertising log processing. It is of great significance for platform operation and advertising real-time bidding decision to run the project normally and go online.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：TP311.52
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本文編號：1862091