计算机应用与软件2011，Vol.28Issue(1)：4-7,4.
一种高效的行为定向广告投放算法
AN EFFICIENT ALGORITHM OF BEHAVIOUR-TARGETED ADVERTISING
摘要
Abstract
Behaviour-targeted advertising as a new means of precision marketing is rising in recent years, it' s attractive to people for its characteristics of in time,accuracy and efficiency.The purport of this method is to provide advertising information in compliance with users'intention by employing their internet browsing behaviours.It mines valuable user behaviour information mainly through analysing historical webpages access records of the users and then delivers correlated advertisements pertinent to the information.This paper presents a novel algorithm with regard to behaviour-targeted advertising in light of the issue of behaviour-targeted advertisement.First, the algorithm clusters on themes the webpages which users recently visited according to user behaviour feature model,and then uses user behaviour feature analysis algorithm to analyse the behaviour features on webpages of each category and to calculate the weight of the webpage of such category.By using the weights above and the similarity between the centroid of webpage of each category and the advertisements, the method calculates final scores, with these scores the advertisements are ranked and the ones suiting the webpage of a category are selected.A large number of experiments show that it is a highly efficient advertising algorithm with very broad application prospects.关键词
行为定向广告/聚类/向量空间模型引用本文复制引用
俞淑平,陈刚..一种高效的行为定向广告投放算法 [J].计算机应用与软件,2011,28(1):4-7,4.基金项目
国家自然科学基金项目(60603044,60803003) （60603044,60803003）
长江学者和创新团队发展计划项目(IRT0652). （IRT0652）
