基于混合多属性决策的网络广告投放媒体的评价与应用

Evaluation and Application for Publisher Based on Hybrid Multi-Attribute Decision-Making

随着网络广告的日益普及,网络媒体已经成为决定广告投放成功的关键。然而,目前并没有针对广告投放的网络媒体指标评价体系和方法,因此迫切需要从投放网络广告的视角来指导网络广告投放的理论、方法和模型以有效指导网络广告投放的运作管理。本文尝试构建基于网络广告投放视角的网络媒体评价指标体系:一级指标由精确型数据和区间型数据构成,二级指标由成本指标和效益指标构成,三级指标由其它的具体指标构成。对区间数相离度和可能度偏差最大化多属性决策的方法进行了改进,将精确型数据和区间型数据统一起来,建立了混合数据指标的评价模型,解决了网络广告的混合多属性指标决策问题,给出了决策方法的具体步骤和一个广告投放的实际算例。该方法评价结果客观可靠,易于在计算机上编程实现。

With the increasing popularity of online advertising, the publisher has become the key of successful online adverting publishing. Presently, however, there are no assessment index system and methods for advertising publishing. Therefore, it is urgent to work out assessment theories, methods, and models of online advertising publishing to direct effectively the operation and management of online advertising based on the viewpoint of advertising publishing. This article tries to construct, from the viewpoint of online advertising pub- lishing, the assessment index system that consists of three parts： the first-class indicator is based on precise data and interval data, the second-class indicator based on cost data and performance data, and the third-class indicator based on specific others. The maximum deviation method based on deviation degree and possibility degree of multi-attribute decision-making is improved, and the precise data and interval data are integrated together, an assessment model to solve the problem of hybrid multi-attribute decision making is con- structed, and concrete steps of decision-making are given, too. Finally, the detail arithmetic steps and its application case are given. The proposed method is objective and evaluation results are reliable. It can also be programmed and performed on computer easily.