Big Data Push Strategy of Media Convergence Advertising Communication
Keywords:Target Users, Matching, Data Management Platform, Media convergence
The key to the accurate match between advertisement and target users is to accurately analyze the user's interest points,and then to put the advertisement which is consistent with the user's interest. Data Management Platform is not only a user data analysis platform,but also the core of the whole network advertising push service system. Its main function is to analyze the characteristics of users' online interest. This paper studies about the big data push strategy of media convergence advertising communication. Firstly,study the web page feature extraction technology,similar web page aggregation method,user behavior analysis algorithm and other user behavior feature analysis methods. Secondly,this paper proposes an optimization strategy based on Redis to improve the accuracy of similar web page aggregation. Finally,it is combined with the original vector space model and clustering algorithm used in media advertising aggregation to redefine the aggregation standard,so as to improve the accuracy of advertising push aggregation. The results of the experimental data show that the above methods are effective, and the analysis of user interests is more accurate, thereby accurately matching integrated media advertisements that match user interests, making the big data push strategy of integrated media advertising dissemination more effective.
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