With the rapid development of the global online advertising industry, computational advertising was born. As an advertising model that combines technology and calculation with online advertising decision-making, it is based on a given advertising request, takes into account the advertising context and user characteristics, selects the best match from the potential advertising library through calculation, and then runs deliver ads to target audiences. This article aims to start from the technical level of big data, accurately place online advertisements, and evaluate the effects of advertisements. The sample collection method and statistical analysis method are used to collect samples and set up a data transmission system based on BD-MQ. The experimental results of the research show that there is almost no profit in the study of advertising time between 4 and 8 o’clock, and the users who watched at 16 o’clock reached 34.7%, 18–20 o’clock reached 68.7%, 20–22 o’clock reached 80.1% of the peak, and 22–24 o’clock returned to 40.2%. Compared with the data transmission system based on ActiveMQ, the data transmission system based on BD_MQ designed in the thesis has a speed advantage of about 5%–10%, and the transmission rate changes for a single data with different sizes are more stable. The larger the total amount of data transmitted, the higher the average rate; the larger the single data packet, the higher the average rate. When the size of a single data packet is around 100 kB, the transmission rate reaches the maximum. The research on the precise placement and effect evaluation of online advertising has been completed well.

中文翻译：

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基于大数据技术的网络广告精准投放与广告效果评估

随着全球网络广告行业的快速发展，计算广告应运而生。作为一种将技术、计算与网络广告决策相结合的广告模型，它是根据给定的广告请求，综合考虑广告语境和用户特征，通过计算从潜在的广告库中选出最佳匹配，然后运行向目标受众投放广告。本文旨在从大数据的技术层面出发，精准投放网络广告，评估广告效果。采用样本采集方法和统计分析方法采集样本，搭建基于BD-MQ的数据传输系统。研究的实验结果表明，4-8点广告时间的研究几乎没有盈利，16点观看的用户达到34.7%，18-20点观看的用户达到68.7% ，20-22点达到峰值的80.1%，22-24点恢复到40.2%。与基于ActiveMQ的数据传输系统相比，本文设计的基于BD_MQ的数据传输系统具有约5%~10%的速度优势，对于不同大小的单个数据的传输速率变化更加稳定。传输的数据总量越大，平均速率越高；单个数据包越大，平均速率越高。当单个数据包大小在100kB左右时，传输速率达到最大值。