计算广告:以数据为核心的Web综合应用  

Computational Advertising:A Data-Centric Comprehensive Web Application

作　　者：周傲英[1,2] 周敏奇[1,2] 宫学庆[1,2] 

机构地区：[1]华东师范大学软件学院,上海200062 [2]上海高可信重点实验室,上海200062

出　　处：《计算机学报》2011年第10期1805-1819,共15页Chinese Journal of Computers

基　　金：国家自然科学基金(60925005);上海市重点学科建设项目(B412)资助

摘　　要：计算广告是随着互联网应用发展起来的一个综合多学科的研究领域,这多学科包括数据管理、信息检索、数据挖掘、统计分析、机器学习、分布式系统等.由于其广泛的应用和巨大的市场价值,计算广告学已逐步发展成一个独立的研究方向.目前,计算广告学涵盖在线广告投放、移动终端广告投放、社会网络应用广告投放、用户信息分析等.文中主要介绍计算广告学的演化过程,包括计算广告投放模式的演化(由按合约投放演变为实时竞价投放)、计价模式的演化(由按展示计价演变为按点击计价、按交易计价等)、投放目标的演化(由品牌效果展示演变为直接市场营销);计算广告学的组成部分,包括计算广告产业链(如广告主、网络媒体、联盟网络、广告交换、需求方平台、销售方平台等)、计算广告的分类(如条幅展示广告、赞助商搜索、联盟广告等).此外,文中还重点讨论了广告检索、排序投放算法以及广告离线分析、实时投放平台等关键技术和平台.最后,还将讨论在移动计算环境下的移动终端的广告投放、基于位置信息的广告投放、基于社会网络的广告投放等新型应用模式对计算广告学发展的影响.Computational Advertising is establishing a new scientific sub-discipline,and brings many disciplines together,including informational retrieval,data mining,statistical analysis,machine learning,distributed systems and so on.It is creating tremendous large market values,and has a mount of real applications,such as online advertising,mobile-based advertising,social network-based advertising and so on.In this paper,we mainly focus on the evolutions of computational advertising,including the evolution of its advertising model（from contract to real time bidding）,the evolution of its pricing（from CPM to CPC and to CPT）,the evolution of its advertising goal（from branding to direct marketing）,and the ecosystem of the computational advertising（e.g.,advertiser,publisher,ad network,ad exchange,demand side platform,sale side platform and so on）,and the categories of the computational advertising（e.g.,banner advertising,sponsored search,ad network and so on）,and the algorithms for ad retrieval,ad reordering,and platforms for offline advertising analysis,real time advertising.We find the new trends for computational advertising for the coming years are mobile-based advertising,location-based advertising,and social network-based advertising and so on.

关 键 词：计算广告 广告检索 广告竞价 广告定向 

分 类 号：TP311[自动化与计算机技术—计算机软件与理论]