大数据与广告实时竞价模式研究

发布时间：2018-02-10 10:17

本文关键词： 大数据实时竞价模式问题解决措施　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着计算机信息技术的迅猛发展,大数据早已被日益广泛的应用在人类生活的方方面面。利用大数据网络信息技术可以记录到大量的用户信息。当用户在网络上接收数据信息的同时,其网络行为也以数据的形式被记录下来,包括网页浏览情况、下载记录、手机通讯录、社交网络的分享评论以及网购消费交易情况等。正是由于消费者的网页浏览情况能够被实时的记录,拥有广告的个人或者企业可以依据大数据的调查结果为每一位正在浏览网页的用户提供相对应的、感兴趣的广告,用户看到感兴趣的广告内容后就会选择购买广告中的产品,进而实现高效的广告投放过程。本文立足于大数据时代的发展背景,详细研究基于大数据下的广告实时竞价模式。主要的研究内容如下:第一部分:本文首先提出选题背景和研究意义。之后归纳了现阶段大量学者已经发表的有关于大数据以及实时竞价模式的研究结果。在这些已有的研究成果基础上,提炼出可为本文借鉴的相关理论和内容。之后,对本文所研究的基本内容以及采用的研究方法进行了说明。第二部分:本文对大数据相关理论概述进行了详细的说明。首先解释了大数据的定义,之后对大数据的基本特征进行了详细的阐述。第三部分:本文对基于大数据的实时竞价模式进行详细的分析。主要从实时竞价模式的概念、实施实时竞价模式所需的技术平台以及操作流程、实时竞价模式的特点、实时竞价模式与传统广告交易模式的比较等方面着手分析。探讨结果表明,虽然实时竞价模式具有很多突出的优势以及良好发展态势,但是现阶段仍然存在一些有待解决的问题。第四部分:本文对目前我国广告实时竞价模式在发展过程中存在的突出问题进行了详细的分析。该部分内容主要是指出现阶段阻碍实时竞价模式获得健康快速发展的障碍。例如:市场份额有限、媒体流量质量较下、运作流程不规范、专业人才短缺以及泄露用户隐私等。第五部分:本文针对实时竞价模式在发展过程中出现的具体问题给与了相应的解决措施。例如加大市场份额占有率、提升媒体流量质量、促使运作流程标准化、大力培养专业人才以及彻底解决隐私障碍等。第六部分:总结本文的研究结果。
[Abstract]:With the rapid development of computer information technology, Big data has long been widely used in all aspects of human life. A large amount of user information can be recorded by the use of big data network information technology. When users receive data information on the network at the same time, Its online behavior is also recorded in the form of data, including web browsing, downloading records, mobile phone address books, The sharing of comments on social networks and online shopping transactions, etc., is precisely because consumers' web views can be recorded in real time. An individual or an enterprise that owns an advertisement may, based on big data's findings, provide each user who is browsing the Web with a corresponding, interesting advertisement. When the user sees the content of the advertisement, he or she will choose to buy the product in the advertisement. This paper is based on the development background of big data's time. The main research contents are as follows: the first part: this paper first puts forward the background and research significance of the topic, and then summarizes a large number of scholars have published the relevant. Based on the research results of big data and the real-time bidding model, Abstract the relevant theories and contents that can be used for reference in this paper. The basic contents of this study and the research methods used in this paper are explained. Part two: this paper gives a detailed description of big data's related theories. First, it explains the definition of big data. Then the basic characteristics of big data are described in detail. The third part: this paper makes a detailed analysis of the real-time bidding model based on big data, mainly from the concept of real-time bidding mode, The technical platform and operation flow needed to implement the real-time bidding model, the characteristics of the real-time bidding mode, the comparison between the real-time bidding model and the traditional advertising trading mode are analyzed. The results show that, Although the real-time bidding model has many outstanding advantages and good development trend, However, there are still some problems to be solved at the present stage. Part 4th: this paper makes a detailed analysis of the outstanding problems existing in the development process of the current advertising real-time bidding model in China. This part mainly refers to. Obstacles to the healthy and rapid development of real-time bidding models, such as limited market share, The media flow quality is lower, the operation flow is not standard, Part 5th: this paper gives corresponding solutions to the specific problems in the development of real-time bidding mode, such as increasing market share, improving media traffic quality, and so on. Promote standardization of operational processes, vigorously train professionals and thoroughly address privacy barriers. Part 6th: summarize the results of this paper.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F49

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