华东师范大学学报(自然科学版) ›› 2013, Vol. 2013 ›› Issue (3): 54-59，69.

• 计算广告技术 • 上一篇    下一篇

基于页面模糊聚类的网络广告投放策略

彭敦陆, 姚 楠, 徐文杰   

  1. 上海理工大学 光电信息与计算机工程学院，上海 200093
  • 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

Strategy for online advertising based on fuzzily clustering Web pages

PENG Dun-lu, YAO Nan, XU Wen-jie   

  1. School of Optical-Electrical and Computer Engineering, University of Shanghai for Science and Technology, Shanghai 20093, China
  • Received:2013-03-01 Revised:2013-04-01 Online:2013-05-25 Published:2013-07-10

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摘要： 随着网络广告的迅猛发展，其市场竞争也愈发激烈.在网络中实现广告的精准投放，对提高网络广告的回报率具有重要意义.本文提出了广告投放页面特征向量空间和广告投放页面特征向量模型，并基于此模型提出了广告投放页面的模糊向量表示方法，以及广告投放页面模糊向量空间的生成方法.给出了运用广告投放页面模糊聚类方法来实现广告的准确投放.文中采用实验来说明所提方法的计算效率和投放效果.

关键词: 模糊聚类, 向量空间, 广告投放

Abstract: With the rapid development of online advertising, the competition in Ad marketing is becoming more and more intense. It is important to accurately target for enhancing the ROI of online advertising. This paper proposes the definitions of the eigenvector space and eigenvector model of web pages for online advertising.Based on these concepts, it presents a fuzzy vector representation and its generating method for online advertising web pages. To accurately target advertising, it exploits a fuzzy clustering approach to partition web pages. A group of experiments has been conducted to verify the advertising efficiency and effectiveness with the proposed approach.

Key words: fuzzy clustering, vector space, online advertising

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