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| 基于转化的互联网广告技术研究 | |
| 引用本文： | 顾智宇,秦 涛,王 斌. 基于转化的互联网广告技术研究[J]. 中文信息学报, 2014, 28(2): 151-158 |
| 作者姓名： | 顾智宇 秦 涛 王 斌 |
| 作者单位： | 1. 中国科学院 计算技术研究所,北京 100190; 2. 中国科学院大学,北京 100190; 3. 微软亚洲研究院,北京 100080 |
| 基金项目： | 国家自然科学基金(61070111) |
| 摘 要： | 基于转化的互联网广告方式根据用户在浏览广告后的购买等行为对广告效果进行衡量,极大利用了互联网广告的独特优势,成为了未来互联网广告发展的趋势。该文介绍了基于转化的互联网广告的运行方式,分析了其行业应用,进一步地总结了该领域的当前研究成果,包括基于转化的竞价机制设计、转化率预测、基于转化的广告排序等。最后在此基础上,分析了存在的问题并展望未来的研究方向。 |
| 关 键 词： | 互联网广告 转化率 按行动付费广告 |
A Survey of Conversion-based Internet Advertising Model |
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| GU Zhiyu,QIN Tao,WANG Bin. A Survey of Conversion-based Internet Advertising Model[J]. Journal of Chinese Information Processing, 2014, 28(2): 151-158 | |
| Authors: | GU Zhiyu QIN Tao WANG Bin |
| Affiliation: | 1. Institute of Computing Technology, Chinese Academy of Sciences, Beijing 100190, China; 2. University of Chinese Academy of Sciences, Beijing 100190, China; 3. Microsoft Asia, Beijing 100080, China |
| Abstract: | The conversion-based advertising,which evaluateseffectiveness of an advertisement and chargesaccording to conversion occurred after a user viewed theadvertisement, leverages the unique power of Internet Advertising, and becomes the trend for future development of Internet Advertising. This paper introduces the scheme of the conversion-based advertising, analyzes its industrial application, and summarizes the researches on this field, including auction mechanism for CPA advertising, conversion rate estimation, conversion-based ad ranking, etc. Finally we analyze the existing problem and present the directions for further study. |
| Keywords: | internet advertising conversion rate cost-per-action advertising |
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