| 基于用户迁徙网络的广告投放策略研究 |
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| 引用本文： | 赵雪梅,周飞菲.基于用户迁徙网络的广告投放策略研究[J].电脑开发与应用,2013(5):5-8. |
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| 作者姓名： | 赵雪梅 周飞菲 |
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| 作者单位： | 郑州升达经贸管理学院 |
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| 基金项目： | 河南省科技厅科技攻关重点项目(132102310453);郑州市科技发展计划项目(攻关项目) |
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| 摘 要： | 分析了目前网络广告投放领域存在的不足。使用能够体现网站间共同用户数量的用户迁徙网络作为平台,研究广告投放的网站选择策略。通过分析传统的网络广告投放问题的数学模型,发现其本质为0-1背包问题。通过实验比较,解决0-1背包问题常用的贪心算法和蚁群算法不能解决的广告受众重叠的问题;而使用用户迁徙网络的广告投放方法,在预算一定的情况下,达到广告的受众最多,广告投放的效果最优,是广告投放的最佳策略。
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| 关 键 词： | 网络广告投放 用户迁徙网络 0-1背包问题 |
Research on Online Advertising Strategies Based on User-migration Network |
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| ZHAO Xue-mei,ZHOU Fei-fei.Research on Online Advertising Strategies Based on User-migration Network[J].Computer Development & Applications,2013(5):5-8. |
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| Authors: | ZHAO Xue-mei ZHOU Fei-fei |
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| Affiliation: | (Zhengzhou Shengda College of Economics & Trade Management,Zhengzhou 451191,China) |
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| Abstract: | This paper analyzes the difficulties of online advertising,studies online advertising strategies on "user-migration network"platform.By analyzing the traditional online advertising,we model the problem as the 0-1 knapsack problem.We find that the greedy algorithm and ant colony algorithm can not solve the problem,because we cannot get the actual number of visitors.However using "user-migration network" approach can solve the problem and help advertisers reaching maximum number of visitors they can get for their ads within their budget. |
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| Keywords: | online advertising user-migration network 0-1 knapsack problem |
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