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Bayesian network-based advertisement click-through rate prediction method and device

A Bayesian network, ad click technology, applied in advertising, business, instruments, etc., can solve problems such as low accuracy

Inactive Publication Date: 2016-06-08
SHANGHAI TRUELAND INFORMATION & TECH CO LTD
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  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0005] The purpose of the present invention is to provide a Bayesian network-based advertising click-through rate prediction method and device to solve the problem of low accuracy in the way of estimating the advertising click-through rate in the prior art

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  • Bayesian network-based advertisement click-through rate prediction method and device
  • Bayesian network-based advertisement click-through rate prediction method and device
  • Bayesian network-based advertisement click-through rate prediction method and device

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Embodiment Construction

[0039] The technical solutions in the embodiments of the present invention will be clearly and completely described below in conjunction with the accompanying drawings in the embodiments of the present invention. Obviously, the described embodiments are only a part of the embodiments of the present invention, rather than all the embodiments. Based on the embodiments of the present invention, all other embodiments obtained by those of ordinary skill in the art without creative work shall fall within the protection scope of the present invention.

[0040] See figure 1 , Which shows a flowchart of a Bayesian network-based advertising click-through rate prediction method provided by an embodiment of the present invention, which may include the following steps:

[0041] S11: Obtain historical advertisements, and extract historical keywords from the historical advertisements.

[0042] Among them, historical advertisements are advertisements that have been placed in history, and historical ...

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Abstract

The invention discloses a Bayesian network-based advertisement click-through rate prediction method and device. The method includes the following steps that: historical advertisements are obtained, historical keywords are extracted from the historical advertisements; the historical keywords are adopted as nodes, and a Bayesian network model is built through by directed edges between the nodes and the probability parameters of each node; a target node matched with a keyword to be tested of an advertisement to be tested is determined according to the directed edges between the nodes and the probability parameters of each node in the Bayesian network model; and a historical advertisement corresponding to the target node is determined as a target historical advertisement, and the predictive click-through rate of the advertisement to be tested is calculated according to the click-through rate of the target historical advertisement. According to the Bayesian network model composed of the historical keywords is built; the historical keywords matched with the keyword to be tested are obtained; the predictive click-through rate of the advertisement to be tested is calculated according to the click-through rate of the target historical advertisement corresponding to the historical keywords; and therefore, efficient and accurate advertisement click-through rate prediction can be realized.

Description

Technical field [0001] The present invention relates to the field of Internet computing advertisement technology, and more specifically, to a method and device for predicting advertisement click rate based on Bayesian network. Background technique [0002] In recent years, traditional advertising has gradually migrated to the Internet and mobile Internet advertising. The Internet advertising industry has become an emerging market field different from the traditional advertising industry. Internet and mobile Internet advertising are referred to as advertising in the following. Calculating advertising is an advertising delivery mechanism that calculates and selects a set of best-matched advertisements for precise targeted delivery based on a given user and advertising medium, and the click-through rate of the advertisement directly affects user experience and advertiser revenue , The three-party interest of advertising platform revenue, which in turn affects the balance of the enti...

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Application Information

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IPC IPC(8): G06Q30/02
CPCG06Q30/0244G06Q30/0277
Inventor 董启文
Owner SHANGHAI TRUELAND INFORMATION & TECH CO LTD