【摘要】：作為網(wǎng)站賺取高額利潤(rùn)的新型方式,廣告聯(lián)盟的發(fā)展相當(dāng)迅速。廣告聯(lián)盟,又稱聯(lián)盟營(yíng)銷,指集合中小網(wǎng)絡(luò)媒體資源(又稱聯(lián)盟會(huì)員,如中小網(wǎng)站、個(gè)人網(wǎng)站、WAP站點(diǎn)等)組成聯(lián)盟,通過聯(lián)盟平臺(tái)幫助廣告主實(shí)現(xiàn)廣告投放,并進(jìn)行廣告投放數(shù)據(jù)監(jiān)測(cè)統(tǒng)計(jì),廣告主則按照網(wǎng)絡(luò)廣告的實(shí)際效果向聯(lián)盟會(huì)員支付廣告費(fèi)用的網(wǎng)絡(luò)廣告組織投放形式。 論文中將廣告聯(lián)盟的成員分為三個(gè)主體,即廣告主、網(wǎng)站聯(lián)盟和網(wǎng)絡(luò)主。廣告主根據(jù)網(wǎng)絡(luò)廣告的實(shí)際效果,向廣告聯(lián)盟支付合理的廣告費(fèi)用；廣告聯(lián)盟將廣告主支付的傭金分成兩部分：一部分用來支付給網(wǎng)絡(luò)主,網(wǎng)絡(luò)主通過廣告聯(lián)盟選擇合適的廣告并將其投放到自己網(wǎng)站上,從而獲得收益；廣告聯(lián)盟作為中間環(huán)節(jié),適當(dāng)?shù)墨@取廣告主所支付傭金的另外一部分。論文對(duì)廣告聯(lián)盟三個(gè)主體的特點(diǎn)進(jìn)行詳盡的描述,首先列舉了現(xiàn)今網(wǎng)絡(luò)廣告類型的多樣化形式,接著歸納了廣告聯(lián)盟的三種主要運(yùn)營(yíng)模式,同時(shí)對(duì)廣告主、聯(lián)盟網(wǎng)站和網(wǎng)絡(luò)主的存在的問題進(jìn)行詳盡的分析。由于互聯(lián)網(wǎng)比較紊亂,廣告聯(lián)盟的發(fā)展沒有規(guī)范化的標(biāo)準(zhǔn)指導(dǎo),因此,為了能使廣告主、網(wǎng)絡(luò)主和網(wǎng)站聯(lián)盟的利益最大化,本文分別對(duì)三者提出了指導(dǎo)性建議,以期達(dá)到互利多贏的目的,同時(shí)針對(duì)現(xiàn)在廣告聯(lián)盟出現(xiàn)的廣告付費(fèi)欺詐行為(點(diǎn)擊欺詐、展示欺詐等)問題做出了詳盡的闡述。鑒于CPC廣告是現(xiàn)今在線網(wǎng)絡(luò)廣告的最主要形式,本文提出了基于預(yù)防點(diǎn)擊欺詐的算法,設(shè)計(jì)并實(shí)現(xiàn)了該系統(tǒng),接著對(duì)該系統(tǒng)進(jìn)行了測(cè)試,達(dá)到了預(yù)期效果。最后,論文對(duì)該防點(diǎn)擊欺詐算法的實(shí)用性做出評(píng)價(jià),總結(jié)了與傳統(tǒng)解決點(diǎn)擊欺詐算法相比較的優(yōu)勢(shì),并針對(duì)該算法的使用環(huán)境提出了一些適用性建議。
[Abstract]:As a new way for websites to earn high profits, advertising alliances are developing quite rapidly. Advertising alliance, also known as alliance marketing, refers to the collection of small and medium network media resources (also known as alliance members, such as small and medium-sized websites, personal websites, WAP sites, etc.) to form an alliance, through the alliance platform to help advertisers achieve advertising, According to the actual effect of the network advertisement, the advertisers pay the advertising expenses to the alliance members in the form of the network advertising organization. In this paper, the members of the advertising alliance are divided into three main bodies, that is, the advertisers, the website associations and the network owners. According to the actual effect of online advertising, advertisers pay reasonable advertising expenses to the advertising alliance, which divides the commission paid by advertisers into two parts: one part is used to pay network owners, The network owner selects the appropriate advertisement through the advertisement alliance and puts it on its website, thus obtains the profit; the advertising alliance, as the intermediate link, obtains the other part of the commission paid by the advertiser appropriately. This paper gives a detailed description of the characteristics of the three main parts of the advertising alliance. Firstly, it enumerates the diversified forms of the current network advertising types, and then summarizes the three main operating modes of the advertising alliance, and at the same time, the advertisers. The alliance website and the network owner's existence question carries on the detailed analysis. Because of the disorder of the Internet and the lack of standardized standard guidance for the development of advertising alliance, in order to maximize the benefits of advertisers, network owners and website alliances, this paper puts forward some guiding suggestions to the three, respectively. In order to achieve the purpose of mutual benefit and multiple wins, this paper expounds in detail the problem of advertising payment fraud (click fraud, display fraud, etc.). In view of CPC advertising is the most important form of online advertising, this paper proposes an algorithm based on the prevention of click fraud, designs and implements the system, and then tests the system to achieve the desired results. Finally, the paper evaluates the practicability of the anti-click fraud algorithm, summarizes the advantages compared with the traditional click-fraud algorithm, and puts forward some applicable suggestions for the application environment of the algorithm.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：TP393.092;F713.8

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