逆向序敏感查询在互联网广告投放中的应用

华东师范大学学报(自然科学版) ›› 2013, Vol. 2013 ›› Issue (3): 26-36，53.

逆向序敏感查询在互联网广告投放中的应用

张召, 申凯文, 宫学庆

华东师范大学软件学院上海市高可信计算重点实验室,上海 200062

收稿日期:2013-03-01 修回日期:2013-04-01 出版日期:2013-05-25 发布日期:2013-07-10

Application of reverse rank-aware queries in the Internet advertising

ZHANG Zhao, SHEN Kai-wen, GONG Xue-qing

Software Engineering Institute, Shanghai Key Laboratory of Trustworthy Computing, East China Normal University, Shanghai 200062, China

Received:2013-03-01 Revised:2013-04-01 Online:2013-05-25 Published:2013-07-10

摘要/Abstract

摘要： 产品和用户之间的信息匹配，是互联网广告投放中需要解决的关键问题.本文介绍了在信息匹配过程中所用到的几个关键的数据库查询技术，给出了它们的形式化定义和扩展型SQL表述，并且将重点放在了逆向序敏感查询上.同时，还描述了一个具体的例子来对这几种查询方法进行形象化的展示.最后，对这几种查询进行了总结和展望.

关键词: 广告投放, 序敏感查询, 逆向序查询

Abstract: The matching of the products’ features and users’ preferences is the key issue of the Internet Advertising. This paper introduced several important database query techniques bringing convenience for the information matching, provides their definitions and extended SQL, and the emphasis would be on reverse rank-aware queries. In the mean time, an example to demonstrate these query techniques was given. At last, the conclusion and vision were presented.

Key words: advertising, rank-aware query, reverse query

中图分类号:

TP311

张召, 申凯文, 宫学庆. 逆向序敏感查询在互联网广告投放中的应用[J]. 华东师范大学学报(自然科学版), 2013, 2013(3): 26-36，53.

ZHANG Zhao, SHEN Kai-wen, GONG Xue-qing. Application of reverse rank-aware queries in the Internet advertising[J]. Journal of East China Normal University(Natural Sc, 2013, 2013(3): 26-36，53.