移动互联网广告推荐算法研究

doi:10.3969/j.issn.1000-0801.2012.08.017

摘要/Abstract

摘要：

移动互联网的飞速发展为广告投放提供了一种新的应用模式，移动广告已成为移动互联网的主要赢利模式之一。基于用户的细分按需投放广告，是移动广告发展的必然趋势。本文提出了移动互联网广告推荐体系的结构，根据WAP页面的所属类别和关键词，在广告库中选择相匹配的广告进行投送。

关键词: 移动互联网, 广告推荐, 网页分类, 关键词抽取

Abstract:

The rapid development of mobile internet provides advertising as a new mode of application.Mobile advertising has become a main profit mode for the mobile internet.Advertising based on user-demand,is the inevitable trend of mobile advertising.This paper proposes the architecture of mobile internet advertising,in which the advertisements are put on WAP pages according to the category and keywords of WAP pages.

Key words: mobile interne, advertising recommendation, Web page classification, keyword extraction

张铭芮,刘建毅. 移动互联网广告推荐算法研究[J]. 电信科学, 2012, 28(8): 90-95.

Mingrui Zhang,Jianyi Liu. Research on Mobile Internet Advertising Recommendation Algorithm[J]. Telecommunications Science, 2012, 28(8): 90-95.

图/表 4

图1

图2

表1

表2

参考文献 17

1	Broder A , Fontoura M , Josifovski V , et al. A semantic approach to contextual advertising. Proceedings of the 30th International Conference on SIGIR, Amsterdam, 2007 :559～566
2	Anastasakos T , Hillard D , Kshetramade S , et al. A collaborative filtering approach to ad recommendation using the query-ad click graph. Proceedings of the International Conference on CIKM, 2009: 1927～1930
3	Attenberg J , Pandey S , Suel T . Modeling and predicting user behavior in sponsored search. Proceedings of the International Conference on KDD, 2009: 1067～1076
4	Hillard D , Schroedl S , Manavoglu E , et al. Improving ad relevance in sponsored search. Proceedings of the International Conference on WSDM, 2010: 361～370
5	Zhang W , He X , Rey B , et al. Query rewriting using active learning for sponsored search. Proceedings of the International Conference on SIGIR, 2007: 853～854
6	Zhang W , Jones R . Comparing click logs and editorial labels for training query rewriting. Proceedings of Workshop on Query Log Analysis:Social and Technological Challenges, 2007
7	施水才，程涛，王霞等. 基于网页内容的广告推介研究. 中文信息学报， 2007,21(4):42～47
8	Wen-Tau Yih , Joshua Goodman , Vitor RCarvalho . Finding advertising keywords on Web pages. Proceedings of the 15th International Conference on World Wide Web, 2006: 213～222
9	Jianyi Liu , Cong Wang , Wenbin Yao . Keyword extraction for contextual advertising. China Communications, 2010(10)
10	Mehta A , Saberi A , Vazirani U , et al. Adwords and generalized online matching. Journals on ACM, 2007, 54 (5):22
11	Shen D , Sun J T , Yang Q , et al. Building bridges for Web query classification. Proceedings of the International Conference on SIGIR ˊ06, 2006: 131～138
12	Murdock V , Ciaramita M , Plachouras V . A noisy-channel approach to contextual advertising. Proceedings of the International Conference on ADKDDˊ07, 2007: 21～27
13	Berthier Ribeiro-Neto , Macro Cristo . Impedance coupling in content-targeted advertising. Proceedings of the 28th International Conference on SIGIR, 2005: 496～503
14	Anisio Lacerda , Macro Cristo . Learning to advertise. Proceedings of the 29th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, 2006: 549～556
15	Xin Jin , Ying Li , Teresa Mah , et al. Sensitive Webpage classification for content advertising. Proceedings of the 1st International Workshop on Data Mining and Audience Intelligence for Advertising, San Jose,California, 2007: 28～33
16	Teng-Kai Fan , Chia-Hui Chang . Sentiment-oriented contextual advertising. Proceedings of the 31th European Conference on IR Research on Advances in Information Retrieval, Toulouse,France, 2009: 202～215
17	Kangmiao Liu , Quang Qiu , Can Wang , et al. Incorporate sentiment analysis in contextual advertising. Proceedings of the First Workshop on Targeting and Ranking for Online Advertising, Beijing,China, 2008:

分类	财经	房产	工作	健康时尚	汽车交通	教育	IT科技	体育	休闲娱乐	气候	总数	正确率
财经	480	1	1	1	6	6	3	1	0	1	500	96%
房产	10	486	0	1	0	3	0	0	0	0	500	97.20%
工作	5	0	469	0	1	15	2	8	0	0	500	93.80%
健康时尚	10	1	0	455	5	8	1	5	15	0	500	91.00%
汽车交通	5	0	1	2	484	1	0	4	0	3	500	96.80%
教育	2	0	5	0	1	490	1	0	1	0	500	98.00%
IT科技	13	5	0	10	0	8	460	0	3	1	500	92.00%
体育	1	1	0	0	0	2	1	491	3	1	500	98.20%
休闲娱乐	2	0	0	2	0	0	0	3	493	0	500	99%
气候	0	0	0	2	11	0	3	0	4	480	500	96%

窗口大小				关键词数（个）
		5		10			15
	P（%）		R（%）	P（%）	R（%）	P（%）		R（%）
2	55.76%		50.86%	34.26%	61.99%	28.77%		61.99%
3	60.16%		54.75%	36.86%	66.65%	26.11%		70.00%
5	64.39%		58.69%	39.04%	70.64%	27.45%		73.68%
10	69.10%		63.10%	40.81%	73.81%	28.42%		76.31%
15	68.29%		62.26%	40.88%	73.92%	28.45%		76.37%
20	68.19%		62.15%	40.66%	73.51%	28.35%		76.07%

[1]	牛晓敏. 6G的价值展望和技术特征[J]. 电信科学, 2019, 35(12): 137-141.
[2]	刘景文,许玮,吕伯轩,王单,聂雯莹,樊宁. 基于NFC技术的移动支付系统设计方案[J]. 电信科学, 2018, 34(2): 131-138.
[3]	张华鲁,贾玮,张天兵,周忠冉. 电力企业移动信息化实施方案[J]. 电信科学, 2017, 33(2): 154-163.
[4]	李倩,江昊,杨锦涛. 基于手机上网记录数据的个体相遇预测[J]. 电信科学, 2017, 33(10): 115-123.
[5]	刘曾怡,屈姗姗,张弘. 基于业务特征的TDD-LTE端到端QoS参数研究[J]. 电信科学, 2016, 32(10): 157-164.
[6]	林金桐,许晓东. 第五代移动互联网[J]. 电信科学, 2015, 31(5): 1-8.
[7]	陈森,陈超,张小勇,王磊,孙鹏. 基于大数据分析的移动互联网用户感知评估系统[J]. 电信科学, 2015, 31(4): 147-154.
[8]	杨翊平,张玉忠,杨豪杰,宋平波. 搜索引擎技术在移动互联网音乐领域的研究与实践[J]. 电信科学, 2015, 31(2): 152-157.
[9]	林克,罗喧,李凌,李豫. 支持高并发处理的新型票务应用系统设计与实现[J]. 电信科学, 2015, 31(10): 130-136.
[10]	李雯雯,边森,邵泽才. 移动互联网业务对基站能耗的影响[J]. 电信科学, 2015, 31(10): 158-164.
[11]	林浩凌,吴奕生,郑伟旭,刘昕. 基于移动互联网应用的感知评估体系研究[J]. 电信科学, 2014, 30(Z1): 1-5.
[12]	高永梅,琚春华,鲍福光. 基于大数据的电信领域用户服务模型与数据融合策略研究[J]. 电信科学, 2014, 30(7): 62-69.
[13]	卢卫,陆希玉. 4G时代移动互联网的发展趋势[J]. 电信科学, 2014, 30(5): 51-54.
[14]	茅硕. 移动互联网时代的运营商战略初探[J]. 电信科学, 2014, 30(3): 140-145.
[15]	董斌,潘卫,王铮,赵彦杰. 移动互联网环境下运营商SDP演进探讨[J]. 电信科学, 2014, 30(2): 118-122.