Research Of Precision Advertising Based On Social Network

In recent years, the rapid development of the Internet and information technology, provides a new advertising platform. Internet has become the new position of many enterprises to carry out marketing activities, brand promotion. Compared to traditional paper media, radio, television, outdoor advertising, online advertising has unparalleled advantages: two-way communication, highly interactive; large of advertising audience, spread wide, real good; forms, in a flexible manner, targeted; impact assessment convenient and accurate. With authenticity, spread diffusion, brand maintenance effect and other characteristics, Internet social networks as currently the fastest-growing areas, provides a good platform for accurate advertising. Through social networks advertisers can accurately target their audience, understand the interest and preferences of user groups, so as to achieve accurate advertising and marketing.However, the existing network advertising model has not been developed, and the study of advertising based on social networks is less, still in its infancy, and mostly describe the status quo and recommended measures. Therefore, to explore strategies and delivery models of accurate advertising based social network have significance. By combing the development of online advertising, this paper summarizes existing network advertising methods and techniques: broadcast, sponsored search advertising and targeted advertising, pointing out their strengths and weaknesses. And also analyzes the research status of social network advertising, found that the network structure analysis and core users has become the focus of the current Studies. However, this approach lacks the effective use of the content, ignoring the preferences of user interest analysis, which plays an important role to the accuracy of advertising.This paper presents a framework of precise advertising based on social networks, fully consider three factors that affect Internet advertising: the individual characteristics, network features and content features. Then combining social network analysis and underlying theme modeling approach, to make up the existing infrastructure which only use the network structure or text content. At last explores the user privacy issues related to social network, and raises the thinking about how to balance privacy and precision marketing.