网络广告平台的研究与实现

发布时间：2018-03-09 04:03

本文选题：网络广告平台　切入点：上下文广告　出处：《北京邮电大学》2009年硕士论文　论文类型：学位论文

【摘要】： 近年来,网络技术快速发展,网络应用不断普及,网民数量急剧上升,Internet已经成为人们生活的一部分。通过Internet,人们可以学习、娱乐、游戏和购物。网络成为继电视广播、报刊杂志和户外广告以外的第四大广告媒体。网络广告与传统广告相比,具有受众广、针对性强、交互直接便捷等优点。但在中国,网络广告的发展相对滞后:一方面,很多小型企业的广告需求因不能找到价格合适的投放媒体而得不到满足;另一方面,很多价格低廉的广告投放媒体却又找不到广告投放需求。针对这种情况,有必要构建一个网络广告平台,架起广告主与广告发布商合作的桥梁,实现对网络广告资源的整合利用。论文首先对网络广告平台的相关技术包括上下文广告、广告匹配模型、Lucene搜索引擎和设计模式进行了研究。然后针对国内市场对网络广告平台的需求和目前网络广告平台存在的问题,提出了一个新的网络广告平台AdServer,并在分析、设计它的运营模式、业务流程的基础上,设计了它的总体构架,给出了其主要数据库结构设计。论文对平台包含的广告管理和广告投放两大主要模块进行了设计和实现。广告投放模块包括广告爬虫、网页元素提取器、广告匹配管理器和广告投放代码生成器等子功能模块,论文重点实现广告匹配管理器和投放代码生成器子模块,并结合广告平台的要求,对Lucene的相似度算法进行适应性修改,实现了适用于广告平台的广告投放匹配模型,进一步提高广告匹配精确度。广告管理模块主要完成广告联盟、广告媒体和广告发布媒体信息的维护,以及广告访问日志管理、广告付费、生成统计报表等功能。论文重点应用设计模式提高模块的灵活性、适应性和代码的可重用性,设计了灵活的付费模型,对传统广告付费方式进行改进,在原有的付费方式中,加入按展示的时间段付费方式。本文的最后对该项目的设计作了总结,提出自己的改进意见。
[Abstract]:In recent years, with the rapid development of network technology, the popularity of network applications, the number of Internet users has increased dramatically. Internet has become a part of people's lives. Through Internet, people can learn, play, play and shop. Compared with traditional advertising, online advertising has the advantages of wide audience, strong pertinence, direct and convenient interaction, etc. But in China, the development of online advertising is relatively lagging behind: on the one hand, Many small businesses can't meet their advertising needs because they can't find the right delivery media at the right price. On the other hand, many low-cost advertising media cannot find advertising demand. It is necessary to build a network advertising platform to build up a bridge between advertisers and publishers to realize the integration and utilization of online advertising resources. Firstly, the related technologies of network advertising platform, including context advertising, are discussed in this paper. The advertising matching model Lucene search engine and design pattern are studied. Then, according to the demand of the domestic market for the network advertising platform and the problems existing in the current network advertising platform, a new network advertising platform AdServer is put forward and analyzed. Based on the design of its operation mode and business process, its general framework is designed, and its main database structure design is given. The thesis designs and implements the two main modules of advertising management and advertising. The advertising module includes the crawler, the element extractor of the web page. Advertising matching manager and advertising code generator are sub-function modules. This paper focuses on the implementation of advertising matching manager and code generator submodule. Combined with the requirements of advertising platform, the similarity algorithm of Lucene is modified adaptively. The advertising management module mainly completes the advertising alliance, the maintenance of advertising media and advertising publishing media information, as well as the advertising access log management. The paper focuses on applying the design pattern to improve the flexibility, adaptability and reusability of the code, and designs a flexible payment model to improve the traditional advertising payment mode. In the original payment mode, add the display time payment mode. At the end of this paper, the design of the project is summarized and some suggestions are put forward.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：TP311.52

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