基于Web2.0的个性化广告推介建模研究  

ON MODELLING RECOMMENDATION OF WEB 2.0 BASED PERSONALISED WEB ADVERTISEMENT

作　　者：戴敏斐[1] 齐开悦[1] 陈剑波[1] 

机构地区：[1]上海交通大学信息安全工程学院,上海200240

出　　处：《计算机应用与软件》2010年第1期183-186,共4页Computer Applications and Software

摘　　要：随着Internet技术的发展,Web 2.0的出现已经改变了人们的网络行为方式。个性化的服务作为Web 2.0的核心特点,也是目前网络广告发展的方向。基于Web 2.0的用户和内容模型,对于个性化的广告推介进行建模分析,综合了包括网页和用户特征及广告策略在内的影响广告推介决策的多重因素,提出了个性化广告的选择流程,并对最终的推介效果进行分析,说明个性化广告推荐决策流程能够使得用户、广告主和平台运营商都受益。With the development of the Internet technology,Web 2.0 has renovated people＇s behaviour pattern on web usage.As one of the core characteristics of Web 2.0,personalised service is also a developing trend of web advertising.Based on the model of user and content—the key components of Web 2.0,this paper presents a modelling analysis on recommending the personalised web advertisement,which integrates multiple factors that affect the final choice of the emitted advertisements,including the characteristics of requested web pages and users,as well as advertising strategies.Furthermore,the process of personalised advertisement selection is proposed,and the overall effects of the process on users,advertisers and web publishers are analysed,which indicates that this personalised web advertisement recommending and choosing procedure will benefit all of these three parties.

关 键 词：WEB2.0 个性化 网络广告 广告建模 推介系统 

分 类 号：TP393[自动化与计算机技术—计算机应用技术] TP393.4[自动化与计算机技术—计算机科学与技术]