CN104717210B - A kind of method and system by free media access DSP - Google Patents
A kind of method and system by free media access DSP Download PDFInfo
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- CN104717210B CN104717210B CN201510080483.5A CN201510080483A CN104717210B CN 104717210 B CN104717210 B CN 104717210B CN 201510080483 A CN201510080483 A CN 201510080483A CN 104717210 B CN104717210 B CN 104717210B
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Abstract
The invention discloses a kind of method by free media access DSP, including receiving the free media advertisement request of scheduling sent by Reverse Proxy；The request is parsed, and an advertising aggregator is generated according to the content after the parsing；The advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judges whether the accurate advertisement set is empty set；When the accurate advertisement set is not empty, then user property is searched from the iCache of user that the free media advertisement launches region；Retrieval meets the advertisement subset of the user property from the accurate advertisement set, and judges whether the advertisement subset is empty set；When the advertisement subset is not empty, the clicking rate of each advertisement in the advertisement subset is calculated；According to bidding, rule selects an advertisement, and the advertisement is returned to the Reverse Proxy from the advertisement subset.It can be achieved with selecting an advertisement access DSP from free media in this way.
Description
Technical field
The present invention relates to the Internet media technical fields, and in particular to a kind of that free media are accessed the method for DSP and are
System.
Background technology
In Internet advertising industry, DSP (party in request's platform) is a system and a kind of online advertisement platform.It
Advertiser is served, advertiser is helped to carry out advertisement dispensing on internet or mobile Internet, DSP can make advertiser more
Simply and easily follow it is unified bid and feedback system, to being located at the online advertisement of more advertisement transaction platforms, with rational
Price buys the advertisement inventory of high quality in real time.
Usual advertiser can free media, that is, advertiser independently selects media, when the media of selection do not access
During DSP, it can not just realize and the advertisement of free media is scheduled, let alone it is managed collectively.Therefore, advertiser
As soon as the selection advertisement access DSP from free media, into inevitable technical problems to be solved.
The term for using free media access DSP needs is described below：
Reverse Proxy refers to receive the connection request on network with proxy server, then will request forwarding
To the server on internal network, and the result obtained from server is returned to the client that connection is asked on network, this
When proxy server externally will appear as a Reverse Proxy.
PID (advertising site mark number), the unique corresponding identification number of each advertisement position；
Cookie (is stored in the data on local terminal), for recording the data of local terminal access server；
IP address (Internet protocol address) is a kind of unified address format that Internet protocol provides, it is interconnection
Online one logical address of each network and each host assignment shields the difference of physical address with this.
ICache (user information cache module), user cache user information facilitate inquiry, are stored in memory.
Url (claims uniform resource locator/positioning address), is commonly called as web page address (network address).
Invention content
The technical problem to be solved by the present invention is to, a kind of method and system by free media access DSP is provided, it can be from
An advertisement position access DSP is selected in free media.
In order to solve the above technical problem, the present invention provides a kind of method by free media access DSP, the methods
Including：
The free media advertisement of scheduling sent by Reverse Proxy is received to ask；
The request is parsed, and an advertising aggregator is generated according to the content after the parsing；
The advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judges the accurate advertisement set
Whether it is empty set；
When the accurate advertisement set is not empty, then the iCache of the user of region is launched from the free media advertisement
Middle lookup user property；
Retrieval meets the advertisement subset of the user property from the accurate advertisement set, and judges the advertisement subset
Whether it is empty set；
When the advertisement subset is not empty, the clicking rate of each advertisement in the advertisement subset is calculated；
According to bidding, rule selects an advertisement, and the advertisement is returned to the reversed generation from the advertisement subset
Server is managed, the rule of bidding includes but not limited to the clicking rate of the advertisement.
On the other hand, the present invention provides it is a kind of by free media access DSP system, the system comprises：
Receiving module is asked for receiving the free media advertisement of scheduling sent by Reverse Proxy；
Parsing module for parsing the request, and generates an advertising aggregator according to the content after the parsing；
Module is split, for the advertising aggregator to be split as accurate advertisement set and regular price-line advertising set, and judges institute
State whether accurate advertisement set is empty set；
Attribute module is searched, for when the accurate advertisement set is not empty, then being launched from the free media advertisement
User property is searched in the iCache of the user of region；
Module is retrieved, for retrieving the advertisement subset for meeting the user property from the accurate advertisement set, and is sentenced
Whether the advertisement subset of breaking is empty set；
Clicking rate module is calculated, for when the advertisement subset is not empty, the calculating clicking rate module to be used to calculate
The clicking rate of each advertisement in the advertisement subset；
Module is returned to, for selecting an advertisement from the advertisement subset, and the advertisement is returned according to rule of bidding
Back to the Reverse Proxy, the rule of bidding includes but not limited to the clicking rate of the advertisement.
Above-mentioned technical proposal has the following technical effect that：At accurate aspect, the keyword searched for according to user and clear is realized
The url look at precisely dispatches advertisement, can be adjusted according to the natural quality of user, social property, interest attribute and shopping tendency
Advertisement is spent, can make the advertisement that advertiser launches more accurate in this way, so as to save the cost of advertisement dispensing；User also can simultaneously
It is easier to obtain the article of oneself demand so that the Experience Degree of user is more preferable.It in use, can be by the wide of free media
Announcement carries out United Dispatching after DSP is linked into, and carries out sequencing purchase so as to fulfill by free media, can thus make advertiser
It buys and more convenient using free media, has effectively saved the time and efforts of advertiser；Also make the advertisement of media simultaneously
The sale being more prone to is gone out, so as to improve the income of media.In terms of launching advertisement, realize that not access advertisement transaction flat
The media of platform also can be oriented dispensing advertisement according to the attribute of user, when being oriented dispensing advertisement which reduces media
Access advertisement transaction platform when the step of, make media sales advertisement more flexible and convenient, so as to effectively reduce media into
This.In short, free media are accessed DSP just can greatly improve the effect of advertisement dispensing, so as to all be brought to advertiser and media
Raising in income also makes the user be more convenient to obtain the article of oneself demand.
Description of the drawings
In order to illustrate more clearly about the embodiment of the present invention or technical scheme of the prior art, to embodiment or will show below
There is attached drawing needed in technology description to be briefly described, it should be apparent that, the accompanying drawings in the following description is only this
Some embodiments of invention, for those of ordinary skill in the art, without having to pay creative labor, may be used also
To obtain other attached drawings according to these attached drawings.
Fig. 1 is the method flow schematic diagram that free media are accessed DSP by the present invention；
Fig. 2 is the system structure diagram that free media are accessed DSP by the present invention；
Fig. 3 is the system resolves module of the invention by free media access DSP specifically rear structure diagram；
Fig. 4 is the system retrieval module of the invention by free media access DSP specifically rear structure diagram.
Specific embodiment
Below in conjunction with the attached drawing in the embodiment of the present invention, the technical solution in the embodiment of the present invention is carried out clear, complete
Site preparation describes, it is clear that described embodiment is only part of the embodiment of the present invention, instead of all the embodiments.It is based on
Embodiment in the present invention, those of ordinary skill in the art are obtained every other without making creative work
Embodiment shall fall within the protection scope of the present invention.
Main idea is that receive the request of the free media advertisement of calling sent by Reverse Proxy；
The content for sending request is parsed, and an advertising aggregator is determined from the advertisement of free media according to the content of parsing；
It is reduced according to user property is further to the range of the advertising aggregator, generates advertisement subset；Further according to bid rule from
An advertisement is selected in the advertisement subset, feeds back to Reverse Proxy.Wherein, advertising aggregator is the content according to request
In PID, IP and Cookie be determined, therefore the advertisement in this advertising aggregator all meets the primary demand of advertiser.
And then advertisement subset further reduces advertising aggregator according to user property, the advertisement in advertisement subset be exactly to user from
Right attribute, social property, interest attribute and shopping incline etc. analyzed after generate, the advertisement accurately in the advertisement of advertisement subset
Degree is just very high.Later further according to bid rule an advertising feedback in advertisement subset to advertiser so that advertiser is very
Easily obtain the advertisement of oneself needs.Reverse Proxy can be achieved with after advertisement is accessed DSP by the wide of free media
It accuses and carries out sequencing purchase.The step of decreasing advertisement access advertisement transaction platform simultaneously, throws so as to substantially increase advertisement
The efficiency put.
As shown in Figure 1, for a kind of method flow diagram that free media are accessed to DSP of the embodiment of the present invention, the method packet
Include following steps：
Step 101 receives the free media advertisement request of scheduling sent by Reverse Proxy；
Step 102, the parsing request, and an advertising aggregator is generated according to the content after the parsing；
The advertising aggregator is split as accurate advertisement set and regular price-line advertising set by step 103, and is judged described accurate
Whether advertising aggregator is empty set；
Step 104, when the accurate advertisement set is not empty, then user that region is launched from the free media advertisement
ICache in search user property；
Step 105, retrieval meets the advertisement subset of the user property, and described in judgement from the accurate advertisement set
Whether advertisement subset is empty set；
Step 106, when the advertisement subset is not empty, calculate the clicking rate of each advertisement in the advertisement subset；
Step 107, according to bidding, rule selects an advertisement, and the advertisement is returned to institute from the advertisement subset
Reverse Proxy is stated, the rule of bidding includes but not limited to the clicking rate of the advertisement.
It should be pointed out that Reverse Proxy can be Vps Reverse Proxies, Apache reverse proxy services
Device, or Nodejs Reverse Proxies, preferably, using Nginx Reverse Proxies.Due to
Nginx performance and stability are more preferable than other Reverse Proxies so that using Nginx as Web (webpage) server
Website is also more and more, and most of online media sites are all using it as first choice Web (webpage) front end.Nginx also can be according to need simultaneously
The timing of IP address, open visit port and access log is set to cut etc..
In a step 101, the request of reception includes：PID, Cookie and IP address；Correspondingly, in a step 102, solution
The request is analysed to include：Parse PID, Cookie and IP address.Wherein, it is, and judge whether PID is effective the purpose of parsing PID, when
When PID is invalid, then default advertisement is returned；When PID is effective, then by parsing IP address determine that free media advertisement to be called to throw
Put region；It determines to call the dispensing period of free media advertisement and clicks the frequency by parsing Cookie；Later again from certainly
It selects to search to meet in the advertisement of media and launches region, and meet to launch the period and click the frequency simultaneously and carry out a determining set of advertisements
It closes.
In step 103, the advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and described in judgement
Whether accurate advertisement set is empty set；Accurate advertisement set refers to that each advertisement in set is launched by accurate advertisement,
Accurate advertisement dispensing is according to advertiser and ad content, selects specific target user and region, using word, picture or regards
Frequently three kinds of forms, accurately launch user by advertisement；Regular price-line advertising set, it is by common wide to refer to each advertisement in set
It accuses what is launched, does not focus on the concrete analysis of user behavior and launch.
At step 104, when accurate advertisement set is not empty, then from the user of the free media advertisement dispensing region
ICache in search user property；User property includes：The keyword and the url of user's browsing that user uses；Pass through user
Attribute can further determine that out that natural quality, social property, interest attribute and the shopping tendency of user are scheduled advertisement, this
The advertisement that sample can launch advertiser is more accurate, so as to save the cost of advertisement dispensing；User also can be easier simultaneously
Obtain the article of oneself demand so that the Experience Degree of user is more preferable.
In step 105, retrieval meets the advertisement subset of the user property from the accurate advertisement set, and judges
Whether the advertisement subset is empty set；When the advertisement subset is empty set, then default advertisement is returned.The advertisement subset packet
It includes：The keyword that the user uses is retrieved from the advertising aggregator, generates AdWords subset；With from the keyword
The url of user's browsing is retrieved in advertisement subset, generates url advertisement subsets.
In step 106, when the advertisement subset is not empty, the click of each advertisement in the advertisement subset is calculated
Rate；The clicking rate of each advertisement is from described wide in step 107 using as the pith for rule of bidding in the advertisement subset
It accuses and an advertisement is selected in subset, and the advertisement is returned into the Reverse Proxy.
After step 105, when the accurate advertisement collection is combined into sky, judge the regular price-line advertising set；When described general
When logical advertising aggregator is empty set, then default advertisement is returned.
When the regular price-line advertising set is not empty, then the advertisement in the regular price-line advertising set is set according to clicking rate
Priority；The advertisement of highest priority in the regular price-line advertising set is returned into the Reverse Proxy.
With reference to shown in Fig. 2, free media are accessed to the system structure diagram of DSP for the present invention, it is described by free media
The system of access DSP includes：
Receiving module 201 is asked for receiving the free media advertisement of scheduling sent by Reverse Proxy；
Parsing module 202 for parsing the request, and generates an advertising aggregator according to the content after the parsing；
Module 203 is split, for the advertising aggregator to be split as accurate advertisement set and regular price-line advertising set, and is judged
Whether the accurate advertisement set is empty set；
Attribute module 204 is searched, for when the accurate advertisement set is not empty, then being thrown from the free media advertisement
It puts in the iCache of the user of region and searches user property；
Module 205 is retrieved, for retrieving the advertisement subset for meeting the user property from the accurate advertisement set, and
Judge whether the advertisement subset is empty set；
Clicking rate module 206 is calculated, for when the advertisement subset is not empty, the calculating clicking rate module to be based on
Calculate the clicking rate of each advertisement in the advertisement subset；
Module 207 is returned to, for selecting an advertisement from the advertisement subset, and by the advertisement according to rule of bidding
The Reverse Proxy is returned to, the rule of bidding includes but not limited to the clicking rate of the advertisement.
It should be pointed out that Reverse Proxy can be Vps Reverse Proxies, Apache reverse proxy services
Device, or Nodejs Reverse Proxies, preferably, using Nginx Reverse Proxies.Due to
Nginx performance and stability are more preferable than other Reverse Proxies so that using Nginx as Web (webpage) server
Website is also more and more, and most of online media sites are all using it as first choice Web (webpage) front end.Nginx also can be according to need simultaneously
The timing of IP address, open visit port and access log is set to cut etc..
It is the system resolves module of the invention by free media access DSP specifically rear structure diagram with reference to shown in Fig. 3.
In receiving module 201, the request of reception includes：PID, Cookie and IP address；Correspondingly, the solution in parsing module 202
It analyses the request and includes following submodule：PID modules 2021 are parsed, for parsing the PID, and judge whether the PID has
Effect；It returns to default module to be used for when the PID is invalid, then returns to default advertisement.IP modules 2022 are parsed, for when described
PID is effective, parses the IP address and determines that the free media advertisement to be called to launch region；With parsing cookie module
2023, it determines to call the dispensing period of the free media advertisement and the click frequency for parsing the Cookie；Parse mould
The advertising aggregator that block 202 generates is to be met the dispensing by being searched from the advertisement of the free media and region and met
The dispensing period and the click frequency are come determining.
In module 203 is split, for the advertising aggregator to be split as accurate advertisement set and regular price-line advertising set, and
Judge whether the accurate advertisement set is empty set；Accurate advertisement set, it is by precisely wide to refer to each advertisement in set
Accuse what is launched, accurate advertisement dispensing is according to advertiser and ad content, specific target user and region is selected, using text
Three kinds of word, picture or video forms, accurately launch user by advertisement；Regular price-line advertising set refers to each advertisement in set
All it is to be launched by regular price-line advertising, does not focus on the dispensing of the concrete analysis of user behavior.
In attribute module 204 is searched, for when accurate advertisement set is not empty, then being thrown from the free media advertisement
It puts in the iCache of the user of region and searches user property；User property includes：What the keyword and user that user uses browsed
url；By user property, it can further determine that out that natural quality, social property, interest attribute and the shopping tendency of user carry out
Advertisement is dispatched, can make the advertisement that advertiser launches more accurate in this way, so as to save the cost of advertisement dispensing；User simultaneously
Easier it can obtain the article of oneself demand so that the Experience Degree of user is more preferable.
It is the system retrieval module of the invention by free media access DSP specifically rear structure diagram with reference to shown in Fig. 4.
In module 205 is retrieved, for retrieving the advertisement subset for meeting the user property from the accurate advertisement set, and judge
Whether the advertisement subset is empty set；Default module is returned to be used to when the advertisement subset is empty set, then return to default advertisement.
The advertisement subset includes following submodule：Keyword submodule 2051, for retrieving the user from the advertising aggregator
The keyword used generates AdWords subset；With url submodules 2052, for being examined from the AdWords subset
The url of Suo Suoshu user's browsing, generates url advertisement subsets.
In clicking rate module 206 is calculated, for when the advertisement subset is not empty, calculating every in the advertisement subset
The clicking rate of a advertisement；The clicking rate of each advertisement is return mould using as the pith for rule of bidding in the advertisement subset
An advertisement is selected in block 207 and from the advertisement subset, the advertisement is returned into the Reverse Proxy.
Judge whether the accurate advertisement set is to include after empty set in retrieval module 205：Judgment module, for working as
When stating accurate advertisement collection and being combined into sky, the regular price-line advertising set is judged；Default module is returned to be used for when the regular price-line advertising set
During for empty set, then default advertisement is returned.
Priority level initializing module, will be in the regular price-line advertising set for when the regular price-line advertising set is not empty
Advertisement sets priority according to clicking rate；
General module is returned to, for the advertisement of highest priority in the regular price-line advertising set to be returned to the reversed generation
Manage server.
Above-described specific embodiment has carried out the purpose of the present invention, technical solution and advantageous effect further
It is described in detail, it should be understood that the foregoing is merely the specific embodiment of the present invention, is not intended to limit the present invention
Protection domain, all within the spirits and principles of the present invention, any modification, equivalent substitution, improvement and etc. done should all include
Within protection scope of the present invention.
Claims (8)
- A kind of 1. method by free media access demand side platform DSP, which is characterized in that including：The free media advertisement of scheduling sent by Reverse Proxy is received to ask；The request is parsed, and an advertising aggregator is generated according to the content after parsing；The advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and whether judges the accurate advertisement set For empty set；When the accurate advertisement set is not empty, then looked into from the iCache of user that the free media advertisement launches region Look for user property；Retrieval meets the advertisement subset of the user property from the accurate advertisement set, and whether judges the advertisement subset For empty set；When the advertisement subset is not empty, the clicking rate of each advertisement in the advertisement subset is calculated；An advertisement is selected from the advertisement subset, and the advertisement is returned into the reverse proxy and is taken according to rule of bidding Business device, the rule of bidding include but not limited to the clicking rate of the advertisement；The request includes：PID advertising site mark numbers, Cookie and IP address；Correspondingly, the parsing request bag It includes：The PID is parsed, and judges whether the PID is effective；When the PID is effective, then parses the IP address and determine that the free media advertisement to be called to launch region；The Cookie is parsed to determine to call the dispensing period of the free media advertisement and click the frequency；The advertising aggregator is when searching to meet the dispensing region and meet the dispensing from the advertisement of the free media Section and the click frequency are come determining.
- 2. a kind of method by free media access DSP as described in claim 1, which is characterized in that the user property includes： The keyword and the url of user's browsing that user uses；Correspondingly, the advertisement subset includes：The keyword that the user uses is retrieved from the advertising aggregator, generates AdWords subset；WithThe url of user's browsing is retrieved from the AdWords subset, generates url advertisement subsets.
- 3. a kind of method by free media access DSP as described in claim 1, which is characterized in that the judgement is described precisely After whether advertising aggregator is empty set step, further include：When the accurate advertisement collection is combined into sky, the regular price-line advertising set is judged；When the regular price-line advertising set is not empty, then the advertisement in the regular price-line advertising set is set according to clicking rate preferential Grade；The advertisement of highest priority in the regular price-line advertising set is returned into the Reverse Proxy.
- 4. a kind of method by free media access DSP as claimed in claim 1 or 2, which is characterized in thatJudge to include after the regular price-line advertising set step：When the regular price-line advertising collection is combined into empty set, then it is wide to return to acquiescence It accuses；In addition,It is described to judge whether effective procedure includes the PID later：When the PID is invalid, then default advertisement is returned；It is described to judge whether the advertisement subset is that empty set step includes later, when the advertisement subset is empty set, then return Default advertisement.
- 5. a kind of system by free media access demand side platform DSP, which is characterized in that including：Receiving module is asked for receiving the free media advertisement of scheduling sent by Reverse Proxy；Parsing module for parsing the request, and generates an advertising aggregator according to the content after parsing；Module is split, for the advertising aggregator to be split as accurate advertisement set and regular price-line advertising set, and judges the essence Whether quasi- advertising aggregator is empty set；Attribute module is searched, for when the accurate advertisement set is not empty, then launching region from the free media advertisement User iCache in search user property；Module is retrieved, for retrieving the advertisement subset for meeting the user property from the accurate advertisement set, and judges institute State whether advertisement subset is empty set；Clicking rate module is calculated, for when the advertisement subset is not empty, the calculating clicking rate module to be described for calculating The clicking rate of each advertisement in advertisement subset；Module is returned to, for selecting an advertisement from the advertisement subset, and the advertisement is returned to according to rule of bidding The Reverse Proxy, the rule of bidding include but not limited to the clicking rate of the advertisement；The request that the receiving module receives includes：PID advertising site mark numbers, Cookie and IP address；Correspondingly, the solution It analyses module and includes following submodule：PID modules are parsed, for parsing the PID, and judge whether the PID is effective；IP modules are parsed, it is effective for working as the PID, it parses the IP address and determines that the free media advertisement to be called to launch Region；WithCookie module is parsed, for parsing dispensing period and the point that the Cookie determines to call the free media advertisement Hit the frequency；One advertising aggregator of the parsing module generation is to search to meet the dispensing ground from the advertisement of the free media Domain and meet it is described dispensing the period and click the frequency come it is determining.
- A kind of 6. system by free media access DSP as claimed in claim 5, which is characterized in that the lookup attribute module The user property of lookup includes：The keyword and the url of user's browsing that user uses；Correspondingly, it is described retrieval module include with Lower submodule：Keyword submodule for retrieving the keyword that the user uses from the advertising aggregator, generates AdWords Subset；WithUrl submodules, for retrieving the url of user's browsing, generation url advertisement from the AdWords subset Collection.
- 7. a kind of system by free media access DSP as claimed in claim 5, which is characterized in that further include：Judgment module, for when the accurate advertisement collection is combined into sky, judging the regular price-line advertising set；Priority level initializing module, for when the regular price-line advertising set is not empty, by the advertisement in the regular price-line advertising set Priority is set according to clicking rate；General module is returned, is taken for the advertisement of highest priority in the regular price-line advertising set to be returned to the reverse proxy Business device.
- 8. a kind of system by free media access DSP as described in claim 5 or 7, which is characterized in that further include：It returns silent Module is recognized, for returning to default advertisement.
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| 《基于大数据分析处理的DSP广告平台》;陈汉德;《电子世界》;20141231(第10期);第6-7页 * |
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