【摘要】：隨著科技的進(jìn)步和人們生活水平的提高,互聯(lián)網(wǎng)用戶大量增加,據(jù)IDC報(bào)告稱2012年全球網(wǎng)民數(shù)量將突破19億,中國網(wǎng)民數(shù)量將突破5億。如此大的用戶規(guī)模,使各類企業(yè)趨向于借助于網(wǎng)絡(luò)廣告推廣自己的產(chǎn)品和服務(wù)。目前網(wǎng)絡(luò)廣告存在著無目標(biāo)、爆炸式投放的缺點(diǎn),無法滿足企業(yè)的推廣預(yù)期,關(guān)于廣告精準(zhǔn)投放的研究在深入進(jìn)行。 目前網(wǎng)絡(luò)廣告精準(zhǔn)化投放主要有三種方式,基于物理位置的分類廣告、基于用戶行為/網(wǎng)頁內(nèi)容的定向廣告、基于手機(jī)終端的短信廣告等。其中定向廣告的覆蓋面廣、精準(zhǔn)度高,被各大互聯(lián)網(wǎng)公司和精準(zhǔn)化廣告服務(wù)商所重視。課題主要研究基于用戶行為定向的精準(zhǔn)化廣告投放,并且進(jìn)行了設(shè)計(jì)和實(shí)現(xiàn)。論文首先介紹一些背景知識和精準(zhǔn)化投放技術(shù)的現(xiàn)狀,之后介紹系統(tǒng)實(shí)現(xiàn)中的相關(guān)術(shù)語、技術(shù)、以及所使用的分類算法,重點(diǎn)介紹系統(tǒng)設(shè)計(jì)實(shí)現(xiàn)的過程,包括數(shù)據(jù)庫設(shè)計(jì)以及各個功能模塊的詳細(xì)設(shè)計(jì)等。 在精準(zhǔn)效果優(yōu)化章節(jié),提出了一種優(yōu)化算法,即將用戶的行為分為短期行為和長期行為,通過網(wǎng)絡(luò)廣告追蹤窗口對用戶瀏覽的網(wǎng)頁進(jìn)行追蹤。根據(jù)用戶上網(wǎng)行為的Recency,Intensity,Frequenty值及系統(tǒng)規(guī)定的權(quán)重,分別對用戶長期行為和短期行為進(jìn)行特征分析,挖掘出用戶的短期偏好和長期偏好并計(jì)算出Raw Score。根據(jù)長期行為和短期行為的權(quán)重以及Raw Score,計(jì)算出用戶各個主題的分值矩陣,并據(jù)此進(jìn)行廣告投放,實(shí)驗(yàn)數(shù)據(jù)顯示,經(jīng)過優(yōu)化模塊的處理,廣告投放精準(zhǔn)度有一定的提高,此模塊是整個系統(tǒng)的創(chuàng)新點(diǎn)。 論文最后給出了全文的總結(jié),提出系統(tǒng)中存在的不足情況、下步的工作重點(diǎn),總結(jié)了本人在碩士研究生期間的工作和成果。
[Abstract]:With advances in technology and living standards, Internet users have increased dramatically, with the number of global netizens set to exceed 1.9 billion in 2012 and the number of Internet users in China to exceed 500m, according to the IDC report. With such a large scale of users, all kinds of enterprises tend to promote their products and services by means of network advertisement. At present, the network advertisement has the shortcoming of aimless and explosive delivery, which can not meet the enterprise's promotion expectation, and the research on the precise advertising is carried out in depth. At present, there are three main ways to precisely deliver online advertisements, such as classified ads based on physical location, targeted advertisements based on user behavior / web content, SMS ads based on mobile terminals, etc. One of the wide coverage of targeted advertising, high accuracy, by the major Internet companies and precision advertising services. This paper mainly studies the precision advertising based on user behavior orientation, and designs and implements it. This paper first introduces some background knowledge and the current situation of precision delivery technology, then introduces the relevant terminology, technology, classification algorithms used in the system implementation, and focuses on the process of system design and implementation. Including database design and the detailed design of each functional module. In the chapter of precision effect optimization, an optimization algorithm is proposed, which divides the user's behavior into short-term behavior and long-term behavior, and tracks the web pages viewed by users through the web advertising tracking window. According to the frequent values of users' online behaviors and the weights prescribed by the system, the characteristics of long-term and short-term behaviors of users are analyzed, and the short-term and long-term preferences of users are excavated and the Raw Scoreis calculated. According to the weight of long-term behavior and short-term behavior and Raw Score, this paper calculates the score matrix of each topic of user, and carries on the advertisement placement accordingly. The experimental data shows that the precision of advertisement delivery has been improved by the processing of optimization module. This module is the innovation of the whole system. Finally, the paper gives a summary of the full text, puts forward the deficiencies in the system, the next step of the focus of work, summed up my work and achievements in the period of master's graduate.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：TP393.09

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