基于转化的互联网广告技术研究

A Survey of Conversion-based Internet Advertising Model

基于转化的互联网广告方式根据用户在浏览广告后的购买等行为对广告效果进行衡量,极大利用了互联网广告的独特优势,成为了未来互联网广告发展的趋势。该文介绍了基于转化的互联网广告的运行方式,分析了其行业应用,进一步地总结了该领域的当前研究成果,包括基于转化的竞价机制设计、转化率预测、基于转化的广告排序等。最后在此基础上,分析了存在的问题并展望未来的研究方向。

The conversion-based advertising, which evaluateseffeetiveness of an advertisement and ehargesaccording to conversion occurred after a user viewed theadvertisement, leverages the unique power of Internet Advertising, and becomes the trend for future development of Internet Advertising. This paper introduces the scheme of the con- version-based advertising, analyzes its industrial application, and summarizes the researches on this field, including auction mechanism for CPA advertising, conversion rate estimation, conversion-based ad ranking, etc. Finally we analyze the existing problem and present the directions for further study.