This invention relates to a method for predicting internet user ad clicks based on
big data, belonging to the field of internet advertising technology. It aims to solve the problems of difficulty in modeling high-dimensional sparse features, insufficient capture of feature interactions, and weak prediction generalization ability in existing technologies. The method first acquires user features, ad features, and historical behavior sequences. User and ad features are divided into coarse-grained and fine-grained categories and encoded. Low-dimensional dense features are extracted through feature
processing. Next, the user's historical behavior sequences are embedded and sequence modeled to obtain dynamic interest vectors. Subsequently, the dynamic interest vectors are concatenated with the coarse-grained low-dimensional features, and dynamic sample clusters are obtained through clustering. A dedicated model is built for each cluster, fusing fine-grained features. Finally, the fused features are input into a deep neural network containing both click and deep interaction tasks, outputting the prediction results. This invention, through layered
processing of coarse and fine-grained features, clustering and grouping modeling, and dual-task collaborative optimization, effectively mines deep feature correlations, accurately captures user dynamic interests, and significantly improves the accuracy and generalization ability of click prediction, providing reliable support for precise ad targeting.