网络广告定向技术综述

摘要/Abstract

摘要： 近几年来网络广告异军突起，形式也逐渐多样化.随着网络广告市场的急剧增加，越来越多的广告主希望在推出某产品或服务后，能够用更少的支出吸引更多对该产品或服务感兴趣的用户与广告进行交互（看到广告，点击广告，注册、下订单、购买产品等等后继行为）.网络广告定向技术因此应运而生.本文介绍了定向技术的分类，并对每种定向技术具体阐述了其应用场景；总结和对比了近几年网络定向技术中常用的方法和模型.

关键词: 网络广告, 定向技术, 模型

Abstract: Online advertising has sprung up and shown its diversity for decades. With the rapid increase of online advertising markets,a growing numbers of advertisers want to deliver ads related to their products or services to specific users with less expenditure. They expect these users have great interest in their products or services and have good intersection with ads(users see the ads, click it, registration or buy the products). Thus the concept of “advertising target” is proposed. This chapter discusses several classification of advertising target and for each category we elaborate on its application scenarios. We then summary and contrast the important advertising target methods and models used in recent years.

Key words: online advertising, advertising target, model

中图分类号:

TP311

郭心语，刘鹏，周敏奇，周傲英. 网络广告定向技术综述[J]. 华东师范大学学报(自然科学版), 2013, 2013(3): 93-105.

GUO Xin-yu， LIU Peng， ZHOU Min-qi， ZHOU Ao-ying. Survey of online advertising target[J]. Journal of East China Normal University(Natural Sc, 2013, 2013(3): 93-105.

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