面向网络虚拟环境的广告集成系统  

Advertising Integration System for Internet Virtual Environment

作　　者：冯一洲[1] 张天乐[1] 郭冰鉴[1] 罗璇[1] 梁思毓[1] 

机构地区：[1]复旦大学软件学院,上海200433

出　　处：《计算机系统应用》2010年第12期17-23,共7页Computer Systems & Applications

基　　金：国家自然科学基金(60803064);国家高技术研究发展计划(863)(2006AA01Z325)

摘　　要：随着互联网的快速发展,企业通过互联网广告开展品牌营销。网络虚拟环境中的集成广告,作为一种新兴的互联网广告形式,已成为工业界的热点。现有的广告集成系统的业务流程是以广告代理商为主导,应用运营商并没有参与。这种流程不符合中国的运营现状。提出了一种以应用运营商为主导的广告集成系统,包含平台运营商、应用开发商、应用运营商、广告代理商、广告主等多种角色。他们分别执行各自的功能,通过广告引擎与管理平台的相互协作,实现了以应用运营商为主导的广告集成业务流程。With the rapid development of Internet technology and application, more and more enterprises start sales advertisement on the Internet. Advertising in the Internet Virtual Environment, as a new form of Internet advertising becomes the focus of market promotion. The ad agency plays a leading role in the existing advertising integration system. The application carrier does not have too much impact in the workflow, which does not fit in the current situation of China. This paper proposes an advertising integration system led by the application carrier, which includes roles of platform agency, application developer, application carrier, ad agency and ad customer. They execute their own tasks, complete the workflow via the cooperation between the ad engine and management platform.

关 键 词：网络虚拟环境 互联网广告 广告集成 

分 类 号：TP393.09[自动化与计算机技术—计算机应用技术]