Computational Advertising: Market and Technologies for Internet Commercial Monetization
暫譯: 計算廣告：網路商業貨幣化的市場與技術

Liu, Peng, Wang, Chao

Computational Advertising: Market and Technologies for Internet Commercial Monetization
  • 出版商: CRC
  • 出版日期: 2020-05-27
  • 售價: $5,870
  • 貴賓價: 9.5 折 $5,577
  • 語言: 英文
  • 頁數: 442
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 0367206382
  • ISBN-13: 9780367206383

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products.

Features

- Introduces computational advertising and Internet monetization

- Covers data processing, utilization, and trading

- Uses business logic as the driving force to explain online advertising products and technology advancement

- Explores the products and the technologies of computational advertising, to provide insights on the realization of personalization systems, constrained optimization, data monetization and trading, and other practical industry problems

- Includes case studies and code snippets

商品描述(中文翻譯)

這本書介紹了計算廣告和網路貨幣化。它提供了一個宏觀的理解，說明在網路時代，消費產品如何將用戶體驗和貨幣化推向極限。書的第一部分專注於線上廣告的基本問題和背景知識。第二部分針對產品、運營和銷售人員，以及網路產品的高層決策者，解釋市場結構、交易模型和計算廣告的主要產品。第三部分針對系統、算法和架構師，重點關注不同廣告產品的關鍵技術挑戰。

**特色**

- 介紹計算廣告和網路貨幣化
- 涵蓋數據處理、利用和交易
- 以商業邏輯作為推動力，解釋線上廣告產品和技術進步
- 探索計算廣告的產品和技術，提供關於個性化系統的實現、約束優化、數據貨幣化和交易以及其他實際行業問題的見解
- 包含案例研究和程式碼片段

作者簡介

Dr. Liu Peng is senior director and chief architect of business products at Qihoo 360. He is

also responsible for product and engineering for monetization of 360. After receiving his

PhD from Tsinghua University in 2005, he joined Microsoft Research Asia and studied

cutting-edge artificial intelligence technologies. In 2009, he participated in the founding of

Yahoo! Labs Beijing as a senior scientist. He was also chief scientist of MediaV. Dr. Liu

Peng is devoted to products and technologies related to big data and computational

advertising. His public online course "computational advertising" has attracted more than

30,000 students on Netease.com, and has been adopted as a basic training material in

many related companies. Moreover, this course has been selected by Peking University,

Tsinghua University and Beihang University for their graduates.

Wang Chao received his master's degree from Peking University, and then worked at

Weibo and Autohome's advertising department for some years. He is now a tech leader in

the query recommendation group at Baidu's portal search department. His work focuses on

machine learning algorithms in computational advertising, and he has won 7th place among

718 participants in "predict click-through rates on display ads" organized by Kaggle and

Criteo. He is also interested in contributing code for open source machine learning tools

such as xgboost.

作者簡介(中文翻譯)

劉鵬博士是奇虎360商業產品的高級總監及首席架構師。他還負責360的產品和工程以實現貨幣化。2005年，他從清華大學獲得博士學位後，加入了微軟亞洲研究院，研究尖端的人工智慧技術。2009年，他作為高級科學家參與了雅虎實驗室北京的創立。他還曾擔任MediaV的首席科學家。劉鵬博士致力於與大數據和計算廣告相關的產品和技術。他的公開線上課程「計算廣告」在Netease.com上吸引了超過30,000名學生，並已被許多相關公司採用作為基礎培訓材料。此外，該課程還被北京大學、清華大學和北航選為其研究生的課程。

王超從北京大學獲得碩士學位，隨後在微博和汽車之家廣告部門工作了幾年。他目前是百度門戶搜索部查詢推薦組的技術負責人。他的工作專注於計算廣告中的機器學習算法，並在Kaggle和Criteo舉辦的「預測展示廣告的點擊率」比賽中獲得718名參賽者中的第七名。他也對為開源機器學習工具如xgboost貢獻代碼感興趣。

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