华东师范大学学报(自然科学版) ›› 2013, Vol. 2013 ›› Issue (3): 70-78.

• 计算广告技术 • 上一篇    下一篇

基于用户分组的广告定位

宫学庆， 王 立, 何晓丰   

  1. 华东师范大学 软件学院, 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

Advertising targeting with user segmentation

GONG Xue-qing, WANG Li, HE Xiao-feng   

  1. Software Engineering Institute, East China Normal University, Shanghai 200062, China
  • Received:2013-03-01 Revised:2013-04-01 Online:2013-05-25 Published:2013-07-10

PDF

2384

摘要： 在线广告在当今的电子商务时代中扮演者愈加重要的角色.在线广告依靠其灵活的内容推荐和个性化推荐，与报纸、电视等传统媒体相比具有更高的精确性.广告定位的应用可以精确地将广告推送给对其感兴趣的用户.本文讨论研究领域和工业领域中所使用的广告定位技术, 并阐述基于用户分组来进行广告推送可以大幅度的提高广告的点击率(CTR).

关键词: 广告定位, 用户分组, 行为定位, 人口学信息定位, 推荐

Abstract: Online advertising becomes increasingly important in the E-commerce age. Compared to traditional advertising media such as newspaper and TV channels, online advertising has the advantage of better precise targeting of the ads consumers due to the flexibility of digit content recommendation and personalization. The application of targeting techniques boosts the accurate delivery of ads to interested users. In this paper, we discuss the advance of advertising targeting both in research communities and industry.We show that targeted delivery of the ads by means of user segmentation can greatly increase the CTR of the advertising.

Key words: advertising targeting, user segmentation, behavior targeting, demographic targeting, recommendation

中图分类号: