The Research And Implementation Of Online Advertising Platform

In recent years, as the rapid development of network technologies, the universal popularity of network applications, and sharp increase in the number of netizens, Internet has become part of people's lives. Through the Internet, people can learn, play, games and shopping. Following the television broadcast networks, newspapers and magazines and outdoor ads, network has become the fourth-largest advertising media. Compared with traditional ads, online advertising has a wider audience, is more targeted and get more direct and convenient interaction. In China, however, the development of online advertising is lagging behind: on the one hand, many small businesses are not satisfied because they cannot find a suitable delivery media; On the other hand, many low-cost advertising media cannot find advertising needs. In view of this situation, it is necessary to build an online advertising platform, to set up a bridge between advertisers and ads publishers to co-operate, and finally to achieve the full integration of network advertising resources.First technologies on ads network platform, including contextual ads, ads matching model, Lucene search engine and design patterns were studied. And then according to the demand of domestic market for online advertising platform and problems of current online advertising platform, a new online advertising platform AdServer were proposed, and on the basis of the analysis, design of its business model, business process, its overall framework was designed, and the main database structure design was given.In the paper two main modules that contain the advertisement management and ad serving on this platform have been designed and realized. Ads serving module include reptiles, page elements extractor, ads advertising matching manager and code generator, and so sub-function modules, papers focused on ads advertising matching manager and code generator modules, combined with advertising platform requirements modified some Lucene similarity algorithms, applied to realize a platform for ads ads matching model, and further improved the accuracy of matching ads. Advertisement management module mainly complete advertising, advertising media and advertising media, information maintenance, as well as access logs advertisement management, paid ads, generate statistical reports and other functions. Papers focus on the application of design patterns to improve module flexibility, adaptability and code reusability, the design of a flexible payment model, the improve the traditional approach, adding payment method according to the time display.In the end of this paper the design of the project were summarized and further improvement was put forward.