论文信息 - A Bayesian Network Model for Optimizing Advertisements Allocation in Intermediate Online Targeted Advertising

A Bayesian Network Model for Optimizing Advertisements Allocation in Intermediate Online Targeted Advertising

Intermediate online targeted advertising (IOTA) is a new business model for online targeted advertising. Posting the right banner advertisement to the right web user at the right time is what advertisements allocation does in IOTA business model. This research uses probability theory to build a theoretical model based on Bayesian network to optimize advertisements allocation. The Bayesian network model allows us to calculate the probability that Web user will click the banner based on historical data. And these can help us to make optimal decision in advertisements allocation. Data availability is also be discussed in this paper. An experiment base on practical data is run to verify the feasibility of the Bayesian network model.

Xiaowen Wang | Kai Li | Jianyuan Yan

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