Journal of East China Normal University(Natural Sc ›› 2013, Vol. 2013 ›› Issue (3): 54-59,69.

• Article • Previous Articles     Next Articles

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

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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