个性化网络广告推荐技术研究评述

网络广告作为新生代的广告媒介，与传统媒体广告相比，其优势主要表现交互性与生动性方面。但是在面临网站信息同质化的趋势，通过信息差别来细分市场，以此创造网站的竞争优势已十分困难。而网络个性化信息服务技术的发展，将是提升网络广告效果的重要手段。因此，在分析目前个性化智能推荐技术在网络广告应用研究中存在不足的基础上，提出将复杂性系统理论应用到网络广告的研究中，在理论上将突破传统理论研究范式的限制，对于研究网络用户消费行为和消费群体间的传染机制，提升网络广告的传播范围，将极具理论和现实意义。

Review of Personalized Internet Advertising Recommended Technology

As new generation advertising medium ,compared with traditional media advertising, the mainly advantages of interact advertising represent highly interactive features and vividness . But facing homogeneity of the website information, it is very difficult to sustain competitive advantage of the website , that only depended on information difference to subdivide a market. With the rapid development of personalized information service on interact to up intemet advertising, the paper puts forward applying the complexity system theories to disclose individual behavior choice and contagion mechanism in internet groups, that will break the restriction of the traditional theories, and promote spreading scope of intemet advertising.