| 基于用户行为分析的广告欺诈点击检测 |
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| 引用本文： | 龚尚福,姜晓旭.基于用户行为分析的广告欺诈点击检测[J].计算机应用与软件,2011,28(4). |
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| 作者姓名： | 龚尚福 姜晓旭 |
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| 作者单位： | 西安科技大学计算机科学与技术学院,陕西,西安,710054 |
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| 基金项目： | 2008年度国家级教学改革基金(FIB070335-A8-16) |
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| 摘 要： | 在网络广告业中出现的欺诈点击行为,使得搜索引擎企业以及广告主的利益受到了严重损害,致使点击付费模式遭到质疑,欺诈点击已经成为阻碍网络广告业健康发展的一大顽疾。针对网络广告业发展所面临的此种困境,提出一种基于用户行为分析的广告欺诈点击检测技术。首先创建用户行为数据仓库,然后运用贝叶斯分类方法对用户行为数据进行点击合法等级预测,最后结合博弈控制机制对用户点击有效性进行最终判断。
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| 关 键 词： | 欺诈点击 用户行为 数据挖掘 博弈控制 |
DETECTING FRAUDULENT CLICKS IN ADVERTISEMENT BASED ON USER BEHAVIOUR ANALYSIS |
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| Gong Shangfu,Jiang Xiaoxu.DETECTING FRAUDULENT CLICKS IN ADVERTISEMENT BASED ON USER BEHAVIOUR ANALYSIS[J].Computer Applications and Software,2011,28(4). |
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| Authors: | Gong Shangfu Jiang Xiaoxu |
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| Abstract: | At present,the behaviour of fraudulent clicks in internet advertisements severely damages the interests of the search engine business and the advertisers,which leads to the payment pattern of per-clicking to be questioned.Fraudulent clicks have become a persistent ailment against the healthy development of internet advertisement.Aiming at the predicament encountered by the internet advertising industry,a technology of fraudulent clicks detection on advertisement based on user behaviour analysis is proposed.... |
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| Keywords: | Fraudulent click User behaviour Data mining Game control |
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