本文選題：在線視頻廣告　切入點(diǎn)：內(nèi)容相關(guān)　出處：《華中科技大學(xué)》2012年碩士論文

【摘要】：隨著在線視頻行業(yè)的發(fā)展，視頻行業(yè)的廣告收入也一直保持著良好的增長(zhǎng)勢(shì)頭。目前在線視頻廣告系統(tǒng)由于廣告投放內(nèi)容隨機(jī)導(dǎo)致廣告與視頻內(nèi)容的相關(guān)性較差、廣告投放時(shí)機(jī)固定導(dǎo)致用戶體驗(yàn)差，這兩者極大的影響了廣告的投放效果。同時(shí)現(xiàn)有的在線視頻廣告系統(tǒng)采用C/S模式進(jìn)行廣告分發(fā)，也給廣告源服務(wù)器帶來(lái)了較大的壓力和帶寬。 基于用戶標(biāo)簽的在線視頻廣告系統(tǒng)CMAd能夠有效提高廣告的投放效果，并且降低廣告源服務(wù)器在廣告分發(fā)過(guò)程中的壓力。CMAd從用戶標(biāo)簽入手，從視頻所有用戶標(biāo)簽中提取出視頻熱點(diǎn)及其描述，根據(jù)視頻熱點(diǎn)描述選取出與之最相似的廣告進(jìn)行投放。由于用戶標(biāo)簽較為準(zhǔn)確的反應(yīng)了視頻當(dāng)前播放內(nèi)容，，因此可以有效提升廣告與視頻內(nèi)容之間的相關(guān)性。CMAd設(shè)計(jì)了一種基于用戶對(duì)視頻關(guān)注度的廣告投放時(shí)機(jī)選擇策略，該策略通過(guò)找出視頻熱點(diǎn)區(qū)域中用戶對(duì)視頻關(guān)注度下降幅度最大的區(qū)間來(lái)進(jìn)行廣告投放，既能發(fā)揮在視頻熱點(diǎn)區(qū)域投放廣告展示次數(shù)多、廣告與視頻內(nèi)容相關(guān)性高的優(yōu)勢(shì)，又使得廣告投放盡可能小的影響用戶觀看體驗(yàn)。CMAd采用無(wú)結(jié)構(gòu)的拓?fù)浣M織方式，根據(jù)節(jié)點(diǎn)與鄰居節(jié)點(diǎn)之間的緩存重疊度和網(wǎng)絡(luò)延時(shí)動(dòng)態(tài)更新節(jié)點(diǎn)的拓?fù)湫畔�，最后利用�?jié)點(diǎn)的鄰居節(jié)點(diǎn)輔助服務(wù)該節(jié)點(diǎn)的廣告數(shù)據(jù)請(qǐng)求。 根據(jù)系統(tǒng)實(shí)際部署日志數(shù)據(jù)，在CMAd系統(tǒng)中，投放的廣告與當(dāng)前播放的視頻內(nèi)容相似度達(dá)到75%以上，用戶關(guān)閉廣告的概率低于10%，廣告的點(diǎn)擊率達(dá)到0.73%，廣告源服務(wù)器帶寬消耗相比采用C/S模式進(jìn)行廣告分發(fā)下降了70%。
[Abstract]:With the development of the online video industry, advertising revenue in the video industry has also maintained a good growth momentum. At present, the online video advertising system has a poor correlation between advertising and video content due to the random advertising content. Fixed advertising timing leads to poor user experience, which greatly affects the effectiveness of advertising. At the same time, the existing online video advertising system uses C / S mode for advertising distribution. Also bring greater pressure and bandwidth to the advertising source server. CMAd, an online video advertising system based on user label, can effectively improve the effect of advertising, and reduce the pressure of advertising source server in the process of advertising distribution. The video hotspots and their descriptions are extracted from all the user tags of the video, and the most similar advertisements are selected according to the description of the video hotspots. Because the user tags accurately reflect the current content of the video, Therefore, it can effectively enhance the correlation between advertising and video content. CMAd designs an advertising timing selection strategy based on users' attention to video. By finding out the region in which users have the biggest decrease in video attention, the strategy can not only play the advantages of more times of display and high correlation between advertising and video content, but also in the region of video hotspots. In addition, it makes the advertising as small as possible to affect the user viewing experience. CMAd adopts an unstructured topology organization mode, dynamically updates the topology information of nodes according to the cache overlap between nodes and neighbor nodes and network delay. Finally, the neighbor node of the node is used to assist the advertisement data request of the node. According to the actual deployment log data of the system, in the CMAd system, the similarity between the advertisement and the current video content is more than 75%. The probability of the user closing the advertisement is less than 10, the click rate of the advertisement reaches 0.73, and the bandwidth consumption of the advertising source server is 70% lower than that of using the C / S mode to distribute the advertisement.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：TP393.02

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本文編號(hào)：1668016