Research On Risk Management Of Advertising Projects Based On Internet Search Engine

Times are progressing,science and technology are developing.With the development and popularization of Internet,people have already obtained information from traditional media such as TV,newspaper,radio and so on,changed to obtain information from the Internet.Equal access to information is a huge benefit of the Internet.Some portals and vertical websites emerged as the times require,people can know what is happening at the other end of the world without going out.But purposeful access to information,none other than search engine.People can depend on a key word index in his brain,thousands of relevant information can be obtained from search engines.It is an important channel for accurate acquisition of knowledge and information.With the popularity of search engines,more precise advertisements are delivered to precise customers by search engines according to keywords.It is more convenient,accessible and controllable than the traditional way.It is the main source of income for major Internet companies such as Baidu and Toutiao.Therefore,search bidding advertising has become a separate discipline,which makes many experts in the field of advertising flourish and occupy an increasingly important position in the Internet advertising market.This kind of advertising delivery system has a long chain.The granularity of each request system is fine enough to display,consume and click every advertisement.Through the analysis of the massive data collected in the background,the features are extracted,and the strategy of each placement is optimized by deep machine learning,so as to make a precise decision on each placement.Due to the complexity of the delivery system and the interest of advertisers,this system also has higher requirements on technology,which poses greater challenges to the related algorithms,sorting algorithms and the availability and stability of the system.The function of the delivery system is to display precise creative advertisements for advertisers to target online users;secondly,to collect data for each delivery,such as advertisement display,clicks,transformation,etc.Thirdly,to adjust their strategies according to the actual situation in the face of different market competitions.Because the advertisement delivery system involves many modules and has complex links,there are certain risks.Moreover,because of the uncertainty of the market,the advertisement delivery system is not very mature at present,which also exacerbates the risk of the project.Therefore,the research on the advertisement delivery project based on Internet search engine has great research value.Starting from the definition method of risk management module of project management theory,this paper first identifies the risks in the project through brainstorming,then classifies and classifies the possible risks according to the risk assessment method combined with the definition of risk grade,and finally gives the corresponding measures for each existing risk problem.