基于有效浏览的CPV网络广告定价模型  

On CPV Advertising Pricing Model based on Effective Browsing

作　　者：喻海飞[1] 王佰荣[1] 

机构地区：[1]东北大学工商管理学院,沈阳110819

出　　处：《系统管理学报》2014年第6期867-875,共9页Journal of Systems & Management

基　　金：国家自然科学基金资助项目(70801011;71271052)

摘　　要：针对CPM定价模型不能区分广告浏览效果的问题,将广告曝光时间作为浏览质量标准,建立一种新型基于浏览质量的CPV广告定价模型。采用MATLAB仿真分析方法,研究影响广告主和广告发布者定价模型(CPM或CPV)偏好的主要因素,即广告主浏览质量标准,网络用户浏览时间均值和标准差。结果表明:当浏览时间均值相同时,浏览时间标准差对两者模型偏好的作用大于浏览质量标准;当浏览质量标准相同时,浏览时间均值的作用大于浏览时间标准差;将3个因素对广告主和广告发布者模型偏好作用大小进行排序,则浏览时间均值作用最大,浏览时间标准差其次,浏览质量标准作用最小。Since CPM （Cost Per Million） pricing model is unable to identify the browsing quality of online advertisements, a new CPV （Cost Per-effective View） pricing model is proposed, based on the exposure time of advertisements. MATLAB simulation and analysis of factors that influence the advertiser＇s and publisher＇s model （CPV or CPM） preference are performed. The factors include the advertiser＇s browsing quality standard, web users＇ browsing time mean and variance of the publisher. The results show that with the same mean of browsing times, the influence of variance of browsing times on model preference is greater than that of browsing quality standard~ meanwhile, with the same browsing quality standard, the influence of mean of the browsing times on model preference is greater than that of variance of browsing times. The three factors are ranked by their influence degree on model preference, as mean of the browsing times, the variance, and the browsing quality standard.

关 键 词：浏览质量 广告定价 CPV CPM 

分 类 号：O24[理学—计算数学]