基于适宜度的网站广告自动投放系统的设计

发布时间：2018-08-19 15:51

【摘要】：随着互联网的发展,网络广告在互联网经济的发展中占有越来越重要的地位。伴随着互联网在各个领域的不断扩张及其用户数量的节节攀升,互联网中蕴含了巨大商机正在日益体现出来。而作为互联网经济主要收入来源之一的网络广告,也必将在今后很长一段时期内继续保持其高增长的态势。然而,当前各个网站普遍采用的广告投放策略中,却一直存在着一些不足。其中,传统定向投放策略存在用户针对性不强,广告效果较差等缺点;而个性化投放策略虽然用户针对性和广告投放效果均得到较大提高,但却需要进行用户识别,且其研发成本高,开发周期长,管理难度大,并易对用户的隐私造成侵犯。那么,能否构建一种既能节约研发成本、缩短研发周期、降低管理难度、取得较好经济效益,又能在无需用户登录的情况下实施的广告投放策略和系统呢? 本文将对这一问题进行分析和探讨。围绕如何构建项目需要的网站广告自动投放系统,本文所做的主要工作包括: (1)、在分析并讨论了现有的广告投放策略的基础上,本文提出了一种基于适宜度的网站广告投放策略,并对该策略的各个组成部分的内容进行了具体的分析和探讨。 (2)、在成功地实现了对本文提出的网站广告投放策略中存在的关键问题的建模和分析之后,本文结合已有算法的基本思路,通过逐步分析和修正,最终设计出求解该模型的算法——修正GA算法,并通过与DFS算法和基本GA算法的性能对比,证明了修正GA算法的优越性。 (3)、利用前面设计的基于适宜度的广告投放策略和策略中关键问题的修正GA求解算法,本文首先设计了一种基于适宜度的网站广告自动投放系统,然后对其功能和性能进行了必要的测试。
[Abstract]:With the development of Internet, network advertisement plays an increasingly important role in the development of Internet economy. With the continuous expansion of the Internet in various fields and the increasing number of users, the Internet contains huge business opportunities are increasingly reflected. As one of the main sources of income of the Internet economy, Internet advertising will continue to maintain its high growth trend for a long period in the future. However, there are still some shortcomings in the advertising strategy commonly used by various websites at present. Among them, the traditional targeted delivery strategy has some shortcomings, such as the weak pertinence of users, the poor effect of advertising, and so on, while the individualized strategy has been greatly improved, but it needs to be identified by users. And its R & D cost is high, the development cycle is long, the management is difficult, and it is easy to invade the user's privacy. So, can we construct a kind of advertising strategy and system that can not only save R & D cost, shorten R & D cycle, reduce management difficulty, gain better economic benefit, but also can be implemented without user login? This article will carry on the analysis and the discussion to this question. The main work of this paper is as follows: (1) based on the analysis and discussion of the existing advertising strategy, In this paper, a website advertising strategy based on suitability is proposed. The contents of each component of the strategy are analyzed and discussed. (2) after the successful modeling and analysis of the key problems in the website advertising strategy proposed in this paper, In this paper, the modified GA algorithm is designed to solve the model by analyzing and modifying the existing algorithm step by step, and the performance of the modified GA algorithm is compared with that of DFS algorithm and basic GA algorithm. The advantages of the modified GA algorithm are proved. (3) the modified GA algorithm is used to solve the key problems in the strategy, which is based on the adaptive degree of advertising strategy. In this paper, a website advertisement automatic delivery system based on suitability is designed, and its function and performance are tested.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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