摘要
计算广告是随着广告与互联网应用相结合而发展起来的研究领域,主要是利用互联网强大的数据收集和处理能力提升互联网广告的效果。现有的针对计算广告的研究多停留在＂技术＋数据＂层面,包括数据管理、信息检索、数据挖掘、机器学习、分布式系统等。创意是广告的核心,而内容则是创意的关键。＂技术＋数据＂能精准细分消费人群,＂内容＂能加大沟通力度。计算广告应当是＂内容＋技术＋数据＂的综合运用。
Computational advertising is establishing a new sub-discipline calculated with combination of advertising and internet application, which mainly use the internet powerful data collection and processing power to promote the effect of Internet advertis- ing. The existing study of computational advertising stay in ＂technology ＋ data＂level, including data management, information re- trieval, data mining, machine learning, distributed systems, etc. Creativity is the core of the ads, while the content is the key to cre- ativity. ＂Technology ＋ data＂ can accurately segment consumers, ＂content＂ can intensify communication. Computational advertising should be ＂content ＋ technology ＋ data＂ comprehensive application.
作者
胡晓峰
HU Xiao-feng （Hunan Vocational Institute of TechnolOgy, Xiangtan 411100, China）
出处
《电脑知识与技术》
2015年第7期94-95,共2页
Computer Knowledge and Technology
关键词
计算广告
广告检索
数据
内容
点击率
computational advertising
advertisement retrieval
data
content
click-through rate
