营造互利多赢的（防点击欺诈）广告联盟

发布时间：2018-07-16 19:56

【摘要】：作为网站赚取高额利润的新型方式,广告联盟的发展相当迅速。广告联盟,又称联盟营销,指集合中小网络媒体资源(又称联盟会员,如中小网站、个人网站、WAP站点等)组成联盟,通过联盟平台帮助广告主实现广告投放,并进行广告投放数据监测统计,广告主则按照网络广告的实际效果向联盟会员支付广告费用的网络广告组织投放形式。论文中将广告联盟的成员分为三个主体,即广告主、网站联盟和网络主。广告主根据网络广告的实际效果,向广告联盟支付合理的广告费用；广告联盟将广告主支付的佣金分成两部分：一部分用来支付给网络主,网络主通过广告联盟选择合适的广告并将其投放到自己网站上,从而获得收益；广告联盟作为中间环节,适当的获取广告主所支付佣金的另外一部分。论文对广告联盟三个主体的特点进行详尽的描述,首先列举了现今网络广告类型的多样化形式,接着归纳了广告联盟的三种主要运营模式,同时对广告主、联盟网站和网络主的存在的问题进行详尽的分析。由于互联网比较紊乱,广告联盟的发展没有规范化的标准指导,因此,为了能使广告主、网络主和网站联盟的利益最大化,本文分别对三者提出了指导性建议,以期达到互利多赢的目的,同时针对现在广告联盟出现的广告付费欺诈行为(点击欺诈、展示欺诈等)问题做出了详尽的阐述。鉴于CPC广告是现今在线网络广告的最主要形式,本文提出了基于预防点击欺诈的算法,设计并实现了该系统,接着对该系统进行了测试,达到了预期效果。最后,论文对该防点击欺诈算法的实用性做出评价,总结了与传统解决点击欺诈算法相比较的优势,并针对该算法的使用环境提出了一些适用性建议。
[Abstract]:As a new way for websites to earn high profits, advertising alliances are developing quite rapidly. Advertising alliance, also known as alliance marketing, refers to the collection of small and medium network media resources (also known as alliance members, such as small and medium-sized websites, personal websites, WAP sites, etc.) to form an alliance, through the alliance platform to help advertisers achieve advertising, According to the actual effect of the network advertisement, the advertisers pay the advertising expenses to the alliance members in the form of the network advertising organization. In this paper, the members of the advertising alliance are divided into three main bodies, that is, the advertisers, the website associations and the network owners. According to the actual effect of online advertising, advertisers pay reasonable advertising expenses to the advertising alliance, which divides the commission paid by advertisers into two parts: one part is used to pay network owners, The network owner selects the appropriate advertisement through the advertisement alliance and puts it on its website, thus obtains the profit; the advertising alliance, as the intermediate link, obtains the other part of the commission paid by the advertiser appropriately. This paper gives a detailed description of the characteristics of the three main parts of the advertising alliance. Firstly, it enumerates the diversified forms of the current network advertising types, and then summarizes the three main operating modes of the advertising alliance, and at the same time, the advertisers. The alliance website and the network owner's existence question carries on the detailed analysis. Because of the disorder of the Internet and the lack of standardized standard guidance for the development of advertising alliance, in order to maximize the benefits of advertisers, network owners and website alliances, this paper puts forward some guiding suggestions to the three, respectively. In order to achieve the purpose of mutual benefit and multiple wins, this paper expounds in detail the problem of advertising payment fraud (click fraud, display fraud, etc.). In view of CPC advertising is the most important form of online advertising, this paper proposes an algorithm based on the prevention of click fraud, designs and implements the system, and then tests the system to achieve the desired results. Finally, the paper evaluates the practicability of the anti-click fraud algorithm, summarizes the advantages compared with the traditional click-fraud algorithm, and puts forward some applicable suggestions for the application environment of the algorithm.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TP393.092;F713.8

【参考文献】