Design And Implementation Of Micro Blog-based Targeted Advertising System

With the popularity of the Internet, online advertising is developing rapidly inChina. Traditional online advertising cannot meet the demand of the vast audienceany more, and a growing number of online advertisements show the trend of precisionso that enterprises may unearth large numbers of customers with a small amount ofinvestment. In recent years, the Internet begins to get into “big data, small era” alongwith the development and gradual ripening of social websites. This coupled with thedevelopment of cloud computing have made targeted advertising more precise andadvanced the rapid development of online targeted advertising.This paper, after studying the traditional mode of targeted advertising, putsforward a micro blog-based targeted advertising system. It is new in that it activelyanalyzes the posts of micro blog users so as to get their demands and provide preciseadvertising for them. Based on the new mode of micro blog-based advertising, thispaper studies below two aspects:To start with, it studies the status quo of micro blog and online targetedadvertising, understands the forms of online advertising and their differences andrespective characteristics, and then studies micro blog-based advertising from twoangles, namely values and advertising tactics. When studying the values of microblog-based advertising, it emphasizes analyzing its communication value andcommercial value. Current tactics for micro blog-based advertising mainly includemicro blog topics, micro blog-based targeted advertising and micro blog-basedinteractive advertising. This paper focuses on micro blog-based targeted advertising.Secondly, based on the establishment of the micro blog-based targetedadvertising system, it analyzes and explains new technologies, including web crawlerprinciple, word segmentation principle and webpage analytic techniques, and productsto be used in such establishment; and analyzes the overall structure and functions ofthe system. It also designs and implements in detail the web crawler system, wordsegmentation system, advertising system, monitoring system and anti-cheat system.This paper, by studying micro blog-based targeted advertising, deepens theunderstanding of the micro blog platform and accumulates certain experience inanalyzing user behaviors. It is of great significance to studying micro blog-basedtargeted advertising, helps more precise advertising, brings back greater returns on advertising to the advertisers, and allows the users to get advertising information ofhigher quality.