Design And Implementation On Internet Precision Advertising Platform

With the rapid development of network technology, More and more companies are grudually shifting from traditional media advertising to network advertising. However, the flood of random Internet ads bother Internet users very much,as a result the effect of online advertising is far from people’ expectation and website clicks fall. Given this fact, the precise delivery of Internet ads is so cheering and will bring infinite vitality to the Internet advertising market. Precise delivery of online ads means by taking users’ characteristic into account, delivering to users the ads to their interest so as to really satisfy their demand for the information of certain product. Currently there are mainly three ways to achieve precise delivery of online ads in the Internet advertising system. Directional delivery, the most common one, means delivering according to the attribute of the location or time period or the combination of both. The second is content-based. Main technology used in this system includes extracting web page keywords and the advertising text keywords, and then calculating the correlation between them before the delivery. The third one, precise advertising delivery system is based on user’s behavior characteristics. It is realized by digging the user’s behavior after the characteristic data is extracted, and then classifying users according to appropriate algorithm, and at last delivering ads accordingly.Through a profound analysis of the trading patterns of Internet advertising, an Internet advertising demand-side platform DSP(Demand Side Platform) prototype system is created. By docking with the trading platform of Internet advertising, DSP system helps advertisers get involved in the ad auction and taking factors such as users’ information, ads information, it can calculate the optimum ad to be delivered, thus realizing precise delivery. If we want to realize the precision advertising, we have to solve two problems: the storage and computing of the sea size user data and the brief and efficiency method to guide the process of the advertising by the knowledge that we get from the data. To solve these problem, the precision analysis system of the mobile advertisement should realize a sea size data processing mechanism and a service offering mechanism so that we can offer the precision information and satisfy the need and profit of the users, advertisers and the operators. Based on the background above,work has been done as follows:1.This article gives an integrated solution of the precision analysis system of mobile advertisement. We solve the storage and computing of the sea size data with the distribute computing platform hadoop.2.We use distribute data warehouse hive to balance the different performance requirements of sea size data processing and Real-time service.3.To build the mechanism of the process of the advertising, we design an mechanism with label as its core to connect the users, advertisers and get advertise platform. In this mechanism, the precision information is provided by the precision system, the advertiser choose the information that is suit for his advertisement and connect them on the advertise management platform.The advertise management platform choose the best advertisement for the user considering the information provided by the precision system and the advertisers when the service is called.