Algorithm Research & Explore
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App. Res. of Comp. Printed Article
Vol. 37, 2020 No. 5
1326-1331,1363

Evaluation of Internet advertising effect based on impression space

Song Yongqiang1,2
Wang Hong1,2
Wang Lutong1
Hu Xiaohong1
1. College of Information Science & Engineering, Shandong Normal University, Jinan 250358, China
2. Shandong Provincial Key Laboratory for Distributed Computer Software Novel Technology, Jinan 250014, China
DOI: 10.19734/j.issn.1001-3695.2018.10.0824

Abstract

Internet advertising effectiveness evaluation is the core issue of online marketing. At present, the evaluation criteria of Internet advertising effectiveness are different. However, the evaluation methods have problems such as single source of information, no difference in falsehood, and global assumptions, which poses great challenges to the evaluation of Internet advertising effectiveness. Finding a new evaluation index to measure the effectiveness of Internet advertising has become an urgent task. This paper first proposed the concept of impression space innovatively as a more effective evaluation index of Webpage advertising effects to solve the single problem of information source. Secondly, this paper analyzed the impact of user types, behaviors, behavioral processes and other characteristics on the evaluation criteria of Internet advertising effectiveness, and eliminated the evaluation bias caused by the user's indifference hypothesis. Thirdly, this paper introduces the local cha-racteristics of Web pages, and analyzed the influence of factors such as page layout, advertisement and page content relevance on Internet advertising effected to eliminate global assumptions. Finally, this paper constructed an impression space model based on multimodal features to predict the effectiveness of Internet advertising. The experimental results show that the accuracy rate of the impression space proposed by this paper is significantly improved to 92.4%. Moreover, the prediction results of the impression space model are not only more accurate and scientific, but also have obvious interpretability.

Foundation Support

国家自然科学基金资助项目(61672329)
山东师范大学研究生科研创新基金资助项目(SCX201747)

Publish Information

DOI: 10.19734/j.issn.1001-3695.2018.10.0824
Publish at: Application Research of Computers Printed Article, Vol. 37, 2020 No. 5
Section: Algorithm Research & Explore
Pages: 1326-1331,1363
Serial Number: 1001-3695(2020)05-009-1326-06

Publish History

[2020-05-05] Printed Article

Cite This Article

宋永强, 王红, 王露潼, 等. 基于印象空间的互联网广告效果评价 [J]. 计算机应用研究, 2020, 37 (5): 1326-1331,1363. (Song Yongqiang, Wang Hong, Wang Lutong, et al. Evaluation of Internet advertising effect based on impression space [J]. Application Research of Computers, 2020, 37 (5): 1326-1331,1363. )

About the Journal

  • Application Research of Computers Monthly Journal
  • Journal ID ISSN 1001-3695
    CN  51-1196/TP

Application Research of Computers, founded in 1984, is an academic journal of computing technology sponsored by Sichuan Institute of Computer Sciences under the Science and Technology Department of Sichuan Province.

Aiming at the urgently needed cutting-edge technology in this discipline, Application Research of Computers reflects the mainstream technology, hot technology and the latest development trend of computer application research at home and abroad in a timely manner. The main contents of the journal include high-level academic papers in this discipline, the latest scientific research results and major application results. The contents of the columns involve new theories of computer discipline, basic computer theory, algorithm theory research, algorithm design and analysis, blockchain technology, system software and software engineering technology, pattern recognition and artificial intelligence, architecture, advanced computing, parallel processing, database technology, computer network and communication technology, information security technology, computer image graphics and its latest hot application technology.

Application Research of Computers has many high-level readers and authors, and its readers are mainly senior and middle-level researchers and engineers engaged in the field of computer science, as well as teachers and students majoring in computer science and related majors in colleges and universities. Over the years, the total citation frequency and Web download rate of Application Research of Computers have been ranked among the top of similar academic journals in this discipline, and the academic papers published are highly popular among the readers for their novelty, academics, foresight, orientation and practicality.

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