具有使用者資訊之網際網路廣告技術

NHUIR > College of Science and Technology > Department of Information Management > Disserations and Theses > Item 987654321/22505

Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/22505

Title:	具有使用者資訊之網際網路廣告技術
Other Titles:	The Internet Advertisement Technology with User Information
Authors:	廖哲輝 Liao, Che-hui
Contributors:	資訊管理學研究所邱英華 Yin-wah Chiou
Keywords:	網路廣告;點擊率;過濾與比對 classify and filter;UIIA;CTR;internet advertisement
Date:	2006
Issue Date:	2015-08-04 14:50:14 (UTC+8)
Abstract:	近年來電子商務的應用逐年增加且日趨成熟；在許多獲利模式中，網路廣告是其中一項。在廣告業發達的西方國家中，網路廣告也是最熱門的廣告形式。扣除暴力性的強迫式接受廣告 (如浮動式廣告、木馬植入的廣告)，一般廣告在強迫性不高的前提下，整體的被使用、點擊率(Click Through Rate , CTR) 並不高，甚至普遍只有千分之一的點擊機率。在如此低的點擊率情況下，相對也會影響到想投入的廣告主 (訂購廣告服務之顧客) 的意願。另外，傳統的網路廣告，僅限於單方向的供應廣告，也就是只將全數的廣告作隨機挑選的處理，來將廣告分放給使用者接受；如此使用者接受到的廣告訊息，其實與使用者本身、當前的操作等等毫無關係。因此，使用者是否會對廣告的內容有所興趣，是一個不確定的因素，甚至有可能會造成反感的情形。　　　為了解決上述的問題，本文提出使用者資訊網路廣告 (User Information Internet Advertisement, UIIA)。以使用者的資訊來決定網路廣告內容的供給選擇的論點以及相關技術；由來訪者的需求、傾向、使用習慣等等資訊，來對所要提供給來訪者的廣告加以分類、過濾及比對之後再提供給來訪者。以此方式讓提供的廣告內容能更加符合來訪者的喜好以及需求，進而提高其廣告整體的觀看與點擊率。在技術方面，本文亦會針對所可能碰到的問題，如在資料比對方面的效率考量、資料擷取方面的隱私權部分的疑慮，詳細提出說明以及可行的處理與解決方法。　　In recent years, the internet advertisement is an important application in the area of E-commerce. However, the Click Through Rate (CTR) of the traditional internet advertisement is very low. In addition, the traditional internet advertisement just offers one-way advertisement. That is, it only selects the advertisement at random. In this way, there is not any relationship between the user and the operating environment of advertisement. So the user perhaps will not be interested (even may be repugnant) in the advertisement that he (or she) has received.　　　This paper proposes a User Information Internet Advertisement (UIIA) model, which is a new and promising advertisement technology. According to the visitor's relevant information (e.g., visitor's need, taste, use habit, and so on), UIIA begins to classify and filter the advertisement content, and then offers the correct advertisement to the visitor. The UIIA technology enables the advertisement content to match with visitor's taste and demand. Obviously, it can significantly improve CTR. The paper also provides solution methods for the issues such as right of privacy and efficiency.
Appears in Collections:	[Department of Information Management] Disserations and Theses

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