摘要
互联网广告是网络营销的最主要手段之一。在当今大数据时代的背景下,精准广告系统作为一种新的广告投放模式,与传统广告投放有很大区别。文章通过搭建大数据平台,在基础数据仓库中存储网络用户访问行为数据,并使用cookie技术标识和追踪访客,或者与其他数据平台方通过cookie mapping来实现用户cookie数据的交换,从而获得更多访客身份特征描述信息。依据网站内容的关键词库和垂直领域的专业词库,对人群进行标签化,对拥有不同标签人群根据其特点,依据用户和广告的匹配算法进行不同类别广告的精准投放,从而提高广告投放的效果和转化率。
Network advertising is one of the most important means of network marketing. Under big data time background, targeted advertising, as a new advertising model, is extremely diffident from traditional advertising. Through building the big data platform, network user access behavior data is stored by cookie or session to distinguish and track someone. In addition, we can exchange more user data with other data platform based on cookie mapping technology. According to topic word, website keyword or other domain noun, people are divided different class with tags. Based on this conditions, system uses matching algorithm to connect user and advertising, to achieve targeted advertising of different categories, improve the effect of advertising and CTR （click-through-rate）. Advertisers cost at the same time, improve the utilization rate of media advertising resources.
出处
《电脑与信息技术》
2015年第4期47-50,共4页
Computer and Information Technology
基金
北京市自然科学基金(项目编号:7142014)
