摘要
为了实现互联网广告的精准投放,需要对用户的行为数据进行分析,找出潜在目标客群,即人群定向.然而,目前就这个问题的研究相对较少.研究的目的是利用浏览器用户的历史访问记录中的URL信息,分析其对指定商品的关注程度,判断其是否属于潜在目标客群.考虑到URL信息的模糊性和多样性,采用模糊综合评判的方法,建立了浏览器用户对指定商品关注程度的判别分析模型,为DSP平台提供了一种广告投放策略.
In order to accurately make internet advertisement, need to analysis the user behavior data, to identify potential target customers, namely Audience Targeting. To date, however, relatively little research has been conducted regarding this issue. The purpose of this study is to use the information on the browser user＇s historical access records in URL, analyze the degree of concern of the users of the specified goods to judge whether he is a potential target customer. Ambiguity and diversity based on the information in URL. In this paper, the fuzzy comprehensive evaluation method, the model of discriminated analysis the degree of concern of the users of the specified goods provides an advertising strategy for the DSP platform.
出处
《数学的实践与认识》
CSCD
北大核心
2014年第17期15-19,共5页
Mathematics in Practice and Theory
基金
黑龙江省教育厅科学技术研究项目(12531590)
关键词
DSP技术
商品关注度
模糊综合评价
人群定向技术
evaluation
DSP technology
degree of concern for the commodities
fuzzy comprehensive audience targeting
