Design And Implementation Of Online Advertising System Based On User Behavior

With the development of Internet, online advertising has becoming an important way for advertisement promotion. Internet, as an efficient platform for advertisement promotion, makes online advertising have high efficient release and broad coverage. So it has received lots of praise. But the traditional online advertising is only based on the bid prices of advertisers to decide which ads to display, which makes it random and non-deterministic. Its marketing effect is not good as predicted. According to uses’ past behavior on the Internet, this system analyzes the possible areas that the users maybe focus on, and put on the ads to them accurately. It makes the advertising more efficiently, and also increases advertising benefits. At the same time, the users can find the product they interested more easily, meanwhile, save the time.This paper developed the online advertising system based on user behavior, and completed the following work.The system utilizes all kinds of user behavior from different ways. It utilizes the reversion maximum match algorithm to segment the users’ queries. Then, queries the dictionary, removes the words without commercial value, at last save the word segmentation results. After word segmentation, the system traverses the results, and extends each word intelligently according to the intelligent matching strategy. If there are intelligent matching words, add the matching words to users’ interest.And through the progress of behavior targeting and intelligent match based on omit and synonymous substitution strategy, making the informal input query from users and formal bid words from advertisers completely match, it can accurately analyze where users’interests locate. Thus, it can release the ads to specified users.This way of advertisement promotion owns the advantages of purposiveness and accurateness and at the same time it reduces the waste of limited resources during displaying. Not only it makes advertisers receive the expected effect, but also it makes easier for users to find what they want. So it receives sound effectiveness.This system is applied to the Surfing Platform of China Telecom, communication products are the main advertising products, and according to the characteristics of combined letters and Numbers in English in product name, the system created the product model database, on the basis of conventional intelligent matching, combined the exactly matching and fuzzy matching, analyzed the possible areas that the users maybe focus on, and put on the ads to the users accurately.This system goes through the Surfing Platform of China Telecom. It owns the advantages of purposiveness and accurateness, reduces resource waste in the process, puts the ads to potential customers, not only gives the advertisers expected effect, and also makes the users more convenient, thus this system receives high praise.