基于用户特征分类的精准广告投放研究

Research of Precision Advertising Based on Neural Network

互联网的普及和电子商务的飞速发展,网络广告成为一种新的经营方式。然而网络广告形式多样,目前现有的广告投放系统缺乏针对性,使得网络广告精确度不高,不能达到预期的目的。因此,分析用户行为进行精准广告投放成为一种必要。该文采用神经网络技术,对用户行为特征库提炼用户最重要的行为和最关注的内容点,从而对用户进行智能分类,以此作为向用户推荐广告的依据,达到精准投放的目的。

The popularity of the Internet and the rapid development of e-commerce,online advertising has become a new mode of operation.However,online advertising in various forms,currently available system lack the pertinence so that online advertising accuracy is not high,and can not achieve the prospective purpose.So analyzing the user＇s behavior is necessary.This paper presents that,through the use of neural network technology,to refine the most important behavior and the most concerned contents and classify the users intelligently,as recommended ads to users to achieve precise delivery.