基于Golang的广告投放系统的设计与实现

发布时间：2018-06-25 22:38

本文选题：互联网广告 + 用户行为定向　；参考：《湖南大学》2016年硕士论文

【摘要】：随着科技的进步和人们生活水平的提高,互联网用户大量增加。据报告,中国网民数量将突破8亿。如此大的用户规模,使各类企业趋向于借助于网络广告推广自己的产品和服务。目前网络广告存在着无目标、爆炸式投放的缺点,无法满足企业的推广预期,关于广告精准投放的研究正在深入进行。目前网络广告精准化投放主要有三种方式,基于物理位置的分类广告、基于用户行为网页内容的定向广告、基于手机终端的短信广告等。其中定向广告的覆盖面广、精准度高,被各大互联网公司和精准化广告服务商所重视。本文主要研究基于用户行为定向的精准化广告投放,并且进行了设计和实现。论文首先介绍一些背景知识和精准化投放技术的现状,之后介绍系统实现中的相关术语、技术、以及所使用的分类算法,然后将用户的行为分为短期行为和长期行为,通过网络广告追踪窗口对用户浏览的网页进行追踪。根据用户上网行为的分别对用户长期行为和短期行为进行特征分析,并据此进行广告投放。再重点介绍系统设计实现的过程,包括数据库设计以及各个功能模块的详细设计等。论文最后给出了全文的总结,提出系统中存在的不足情况以及下一步的工作重点,总结了本人在硕士研究生期间的工作和成果。本系统目前已经在湖南某视频网站投入使用,根据运行数据显示,本系统广告投放精准度有一定的提高,并有效地提高了广告的投放成功率与ECPM,为企业带来了良好的口碑与很高的经济效益。
[Abstract]:With the progress of science and technology and the improvement of people's living standard, Internet users have increased greatly. According to reports, the number of Internet users in China will exceed 800 million. With such a large scale of users, all kinds of enterprises tend to promote their products and services by means of network advertisement. At present, network advertising has the shortcomings of aimless and explosive delivery, which can not meet the expectations of enterprises. The research on precise advertising is being carried out deeply. At present, there are three main ways of accurate delivery of online advertising, such as classified ads based on physical location, targeted advertisements based on user behavior web content, SMS ads based on mobile terminals, etc. One of the wide coverage of targeted advertising, high accuracy, by the major Internet companies and precision advertising services. This paper mainly studies the precision advertising based on user behavior orientation, and designs and implements it. This paper first introduces some background knowledge and the current situation of precision delivery technology, then introduces the relevant terminology, technology and classification algorithms used in the system implementation, and then classifies the user's behavior into short-term behavior and long-term behavior. The web page that the user browses is tracked through the web advertisement tracking window. According to the characteristics of users' long term behavior and short term behavior, the characteristics of users' long term behavior and short term behavior are analyzed, and the advertising is carried out accordingly. Then it introduces the process of system design and implementation, including database design and the detailed design of each functional module. At the end of the paper, the paper gives a summary of the full text, puts forward the deficiency of the system and the next step of the work, summarizes my work and achievements in the period of master's degree. The system has already been put into use in a video website in Hunan Province. According to the running data, the accuracy of the advertising system has been improved to a certain extent. And effectively improve the success rate of advertising and ECPM, and bring good reputation and high economic benefits for enterprises.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TP311.52

【参考文献】