中文摘要：

当前消费者的需求呈现差异化、个性化和多样化,精准地细分市场,定位和分析目标消费者的需求和行为特征,从而对目标消费者进行针对性的产品和服务信息宣传,可大大提高广告的精准度,节省广告费用,同时使得受众的干扰最小化。针对如何根据不同用户的兴趣偏好投放IPTV广告,提出一种基于用户行为的精准投放算法。该算法根据节目之间的相似性构建用户的行为特征以研究用户的兴趣偏好,通过考虑用户的差异性以及偏好的变化,改进了传统的广告投放模式,并在实际数据集的仿真实验中验证了该算法的有效性。

英文摘要：

The current consumer demand for differentiated, personalized and diversified. The problem is how to accurately segment the market, position and analyze the target consumer demand and behavioral characteristics, thus targeting the target consumer product and service information which can greatly improve the accuracy of advertising, saving advertising costs, while minimizing the interference of the audience. Thus, an accurate delivery algorithm based on user behavior for how to deliver IPTV advertisements according to different user’s preferences is proposed. The algorithm constructed the behavioral characteristics of the user according to the similarity between the programs to study the user’s interest preferences, improved the traditional advertising mode by considering the difference of users and the change of preferences. The validity of the algorithm was verified by the simulation experiment of the real data set.