CN105528711A - Method and system for intelligent bidding for Internet advertising - Google Patents
Method and system for intelligent bidding for Internet advertising Download PDFInfo
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- CN105528711A CN105528711A CN201410513612.0A CN201410513612A CN105528711A CN 105528711 A CN105528711 A CN 105528711A CN 201410513612 A CN201410513612 A CN 201410513612A CN 105528711 A CN105528711 A CN 105528711A
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Abstract
The invention discloses a method for Intelligent bidding for Internet advertising. The method comprises steps that an Internet advertising request is carried out; the user data, the advertisement position data and the to-be-advertised advertisement data are acquired according to the request; whether bidding is necessary is determined according to the user data, the advertising position data and the to-be-advertised advertisement data; the most-reasonably advertisement position price for the present bidding is predicted according to the historical data and the to-be-advertised advertisement data of advertisement positions; to-be-advertised advertisements are selected for each of the advertisement positions for advertising according to the user data, the most-reasonably advertisement position price and the to-be-advertised advertisement data. The invention further discloses an intelligent bidding system for Internet advertising. The intelligent bidding system comprises a request module, a data module, a decision module, a pricing module and a selection module. Through the method and the system for Intelligent bidding for Internet advertising, Intelligent bidding can be carried out, the Intelligent bidding success rate is improved, and the advertising effect is improved.
Description
Technical field
The present invention relates to internet, applications technology, particularly relate to a kind of intelligent price competing method for Internet advertising input and system.
Background technology
Along with the development of Internet technology, in recent years, the concept of domestic network marketing was very fiery, Demand-SidePlatform (DSP) i.e. party in request's platform, was the web advertisement field of newly rising along with the develop rapidly of internet and advertising.In Internet advertising industry, DSP is a system, is also a kind of online advertisement platform.It serves advertiser, advertiser is helped to carry out advertisement putting on internet or mobile Internet, DSP can make advertiser follow unified bidding and feedback system more simply and easily, to the online advertisement being positioned at many advertisement transaction platforms, buy high-quality advertisement stock in real time with reasonable prices.Be different from traditional advertising network (AdNetwork), DSP buys advertisement position from network media there bag, and the mode of CPD (CostPerDay) neither be adopted to obtain advertisement position; But obtained from advertisement transaction platform (AdExchange) chance that advertisement is exposed by the mode of real time bid, DSP is bought separately each exposure by advertisement transaction platform, namely adopts the mode of CPM (CostPerMille) to obtain advertisement position.Thus, how to carry out real time bid and become Internet advertising to throw in the problem needing solution badly.
Summary of the invention
In view of current internet, applications technology above shortcomings, the invention provides a kind of intelligent price competing method for Internet advertising input and system, intelligence can be carried out and bid, can bid success ratio and advertisement delivery effect be improved.
For achieving the above object, embodiments of the invention adopt following technical scheme:
For the intelligent price competing method that Internet advertising is thrown in, the described intelligent price competing method for Internet advertising input comprises the following steps:
Carry out Internet advertising and throw in request;
According to this acquisition request user data, advertisement position data and ad data to be put;
Determine whether that participation is bidded according to user data, advertisement position data and ad data to be put;
This most rational advertisement position price of bidding is estimated out according to the historical data of advertisement position and ad data to be put;
Be that each advertisement position selects advertisement to be put to throw according to user data, the most rational advertisement position price and ad data to be put.
According to one aspect of the present invention, describedly determine whether that participation is bidded according to user data, advertisement position data and ad data to be put and comprise the following steps:
Carry out region orientation and user property orientation;
Carry out user behavior orientation;
Carry out release time section directed;
Carry out user to be redirected with input advertising rights;
After directed, whether decision participates in bidding.
According to one aspect of the present invention, described in carry out the directed and user property orientation in region and be specially: carry out the directed and user property orientation in region according to the region in user data and attribute information.
According to one aspect of the present invention, described in carry out user behavior orientation and be specially: user behavior orientation is carried out in association historic user representation data storehouse.
According to one aspect of the present invention, described in carry out release time section orientation and be specially: associating ad data to be put, to carry out release time section directed.
According to one aspect of the present invention, the described historical data according to advertisement position and ad data to be put are estimated out this most rational advertisement position price of bidding and are specially: the physical price estimating this advertisement position according to the historical data of advertisement position, then according to the value of advertisement to be put in this advertisement position and ad data to be put, this most rational advertisement position price of bidding is analyzed.
For the intelligent Ask-Bid System that Internet advertising is thrown in, the described intelligent Ask-Bid System for Internet advertising input comprises:
Request module, throws in request for carrying out Internet advertising;
Data module, for obtaining user data, advertisement position data and ad data to be put;
According to user data, advertisement position data and ad data to be put, decision-making module, for determining whether that participation is bidded;
Pricing module, for estimating out this most rational advertisement position price of bidding according to the historical data of advertisement position and ad data to be put;
Select module, for being that each advertisement position selects advertisement to be put to throw according to user data, the most rational advertisement position price and ad data to be put.
According to one aspect of the present invention, the described intelligent Ask-Bid System for Internet advertising input also comprises historical data base, and described historical data base is for storing user data, advertisement position data and throwing in ad data.
According to one aspect of the present invention, describedly determine whether that participation is bidded according to user data, advertisement position data and ad data to be put and comprise the following steps:
Carry out region orientation and user property orientation;
Carry out user behavior orientation;
Carry out release time section directed;
Carry out user to be redirected with input advertising rights;
After directed, whether decision participates in bidding.
According to one aspect of the present invention, the described historical data according to advertisement position and ad data to be put are estimated out this most rational advertisement position price of bidding and are specially: the physical price estimating this advertisement position according to the historical data of advertisement position, then according to the value of advertisement to be put in this advertisement position and ad data to be put, this most rational advertisement position price of bidding is analyzed.
Advantage of the invention process: the intelligent price competing method for Internet advertising input of the present invention and system throw in request by being carried out page Internet advertising by user, then user data is obtained, advertisement position data and ad data to be put, according to user data, advertisement position data and ad data to be put determine whether that participation is bidded, this the most rational advertisement position price of bidding is estimated out according to the historical data of advertisement position and ad data to be put, the highest advertisement to be put of income is selected to carry out throwing in the mode of showing, intelligence can be carried out bid, according to advertisement position history bid price, estimate out the physical price of this advertisement position, according to the value of this advertisement position and advertisement to be put, analyze this most rational advertisement position price of bidding, thus improve success ratio of bidding, obtain the entitlement of more advertisement positions, select the advertisement showing high value in advertisement to be put, thus raising advertisement delivery effect.
Accompanying drawing explanation
In order to be illustrated more clearly in the technical scheme in the embodiment of the present invention, be briefly described to the accompanying drawing used required in embodiment below, apparently, accompanying drawing in the following describes is only some embodiments of the present invention, for those of ordinary skill in the art, under the prerequisite not paying creative work, other accompanying drawing can also be obtained according to these accompanying drawings.
Fig. 1 is a kind of intelligent price competing method schematic diagram thrown in for Internet advertising of the present invention;
Fig. 2 is a kind of intelligent Ask-Bid System structural representation thrown in for Internet advertising of the present invention.
Embodiment
Below in conjunction with the accompanying drawing in the embodiment of the present invention, be clearly and completely described the technical scheme in the embodiment of the present invention, obviously, described embodiment is only the present invention's part embodiment, instead of whole embodiments.Based on the embodiment in the present invention, those of ordinary skill in the art, not making the every other embodiment obtained under creative work prerequisite, belong to the scope of protection of the invention.
As shown in Figure 1, a kind of intelligent price competing method thrown in for Internet advertising, the described intelligent price competing method for Internet advertising input comprises the following steps:
Step S1: carry out Internet advertising and throw in request;
The embodiment that described step S1 carries out Internet advertising input request can be: user carries out Internet advertising input by page request, request is sent by user, upload ad data to be put while user sends request, after this request of reception, perform step S2.
Step S2: according to this acquisition request user data, advertisement position data and ad data to be put;
Described step S2 can be according to the embodiment of this acquisition request user data, advertisement position data and ad data to be put: receive described user send Internet advertising throw in page request time, to be captured by the page request of user, core network link data grabber and gather user data with the mode such as internet well-known manufacturer cooperation; Real-time reception user request msg, ad data to be put meeting instantaneous transmission is to message queue, and Storm takes out data at once from message queue, then to each advertisement putting data, ensures to carry out taking turns process; System uses SSDB as intermediate storage layer, and intermediate data can dump to Mysql database by system, presents for front end page; The data of Real-time Obtaining and the existing advertisement position of renewal, carry out Internet advertising input to facilitate the advertisement position finding needs.
Step S3: determine whether that participation is bidded according to user data, advertisement position data and ad data to be put;
According to user data, advertisement position data and ad data to be put, described step S3 determines whether that the embodiment participating in bidding can be:
User related data in request is carried out to region is directed and user property is directed, be specially: carry out the directed and user property orientation in region according to the region in user data and attribute information;
Association historic user data carry out user behavior orientation, are specially: user behavior orientation is carried out in association historic user representation data storehouse;
Associate ad data to be put and carry out release time section orientation, be specially: associate ad data to be put and carry out release time section orientation;
Associated user data and ad data to be put carry out user to be redirected with input advertising rights.
Whether after directed, whether decision participates in bidding, and is specially: after carrying out orientation, finds the advertisement position be consistent with advertisement to be put and bids, thus determine and participate in bidding.Final purpose is: to advertisement that is different classes of, even each different user transmission different content.
Wherein, in actual applications, carry out region orientation described in be specially: when the request of user sends to server, server is according to the related data recording request, the ip of current request can being able to, by mating with ip address base, drawing the area information of calling party; Carry out user property orientation to be specially: user property comprises sex, whether age, educational background, region, marital status, family status (have child, child's age etc.), the income information such as (personal income, family income), industry, occupation, decide adline to be put according to these attributes; Carry out user behavior orientation to be specially: user behavior refers to the certain operations behavior of user on network, the browsing of the such as page, click, the operation such as search, decide adline to be put according to these behaviors; Carry out release time section orientation to be specially: each advertising campaign, each time propaganda activity, all can rhythmicly set, thus decide adline to be put and release time.
Step S4: estimate out this most rational advertisement position price of bidding according to the historical data of advertisement position and ad data to be put;
Described step S4 estimates out this embodiment of bidding the most rational advertisement position price according to the historical data of advertisement position and ad data to be put and can be: the physical price estimating this advertisement position according to the historical data of advertisement position, then according to the value of advertisement to be put in this advertisement position and ad data to be put, this most rational advertisement position price of bidding is analyzed;
In actual applications, for each request, advertisement position id, the advertisement position bid price of each request, bid success or not and final bid price can be stored in advertisement position Ask-Bid System, according to advertisement position history bid price, estimate out the physical price of this advertisement position, the value of advertisement to be put during this advertisement position and user ask, analyzes this most rational advertisement position price of bidding.Thus improve success ratio of bidding, obtain the entitlement of more advertisement positions, select the advertisement of the high value of showing in advertisement to be put, thus improve advertisement delivery effect.
After having bidded, an alternative advertising listing being filled sufficient current request condition and advertisement putting orientation scheme can be formed.
Step S5: be that each advertisement position selects advertisement to be put to throw according to user data, the most rational advertisement position price and ad data to be put;
Described step S5 is according to user data, the most rational advertisement position price and ad data to be put are that the embodiment that each advertisement position selects advertisement to be put to carry out throwing in can be: from the alternative advertising listing meeting current request condition and advertisement putting orientation scheme, according to user data, the most rational advertisement position price and ad data to be put are that each advertisement position selects advertisement to be put to throw in, what it was selected is the demand both having met user, the value of advertisement to be put is allowed again to obtain maximized displaying, obtain best input effect, also allow advertisement position obtain maximum return simultaneously, thus reach the effect of multi-win.
This method embodiment throws in request by being carried out page Internet advertising by user, then user data is obtained, advertisement position data and ad data to be put, according to user data, advertisement position data and ad data to be put determine whether that participation is bidded, this the most rational advertisement position price of bidding is estimated out according to the historical data of advertisement position and ad data to be put, the highest advertisement to be put of income is selected to carry out throwing in the mode of showing, intelligence can be carried out bid, according to advertisement position history bid price, estimate out the physical price of this advertisement position, according to the value of this advertisement position and advertisement to be put, analyze this most rational advertisement position price of bidding, thus improve success ratio of bidding, obtain the entitlement of more advertisement positions, show the advertisement of high value in advertisement to be put, thus raising advertisement delivery effect.
A kind of intelligent Ask-Bid System embodiment of throwing in for Internet advertising
As shown in Figure 2, a kind of intelligent Ask-Bid System of throwing in for Internet advertising, the described intelligent Ask-Bid System for Internet advertising input comprises:
Request module 1, throws in request for carrying out Internet advertising;
Data module 2, for obtaining user data, advertisement position data and ad data to be put;
According to user data, advertisement position data and ad data to be put, decision-making module 3, for determining whether that participation is bidded;
Pricing module 4, for estimating out this most rational advertisement position price of bidding according to the historical data of advertisement position and ad data to be put;
Select module 5, for being that each advertisement position selects advertisement to be put to throw according to user data, the most rational advertisement position price and ad data to be put.
In actual applications, the described intelligent Ask-Bid System for Internet advertising input also comprises historical data base 6, and described historical data base 6 is for storing user data, advertisement position data and throwing in ad data.
Wherein, describedly determine whether that participation is bidded according to user data, advertisement position data and ad data to be put and comprise the following steps:
Carry out region orientation and user property orientation;
Carry out user behavior orientation;
Carry out release time section directed;
Carry out user to be redirected with input advertising rights;
After directed, whether decision participates in bidding.
The described historical data according to advertisement position and ad data to be put are estimated out this most rational advertisement position price of bidding and are specially: the physical price estimating this advertisement position according to the historical data of advertisement position, then according to the value of advertisement to be put in this advertisement position and ad data to be put, this most rational advertisement position price of bidding is analyzed.
Advantage of the invention process: the intelligent price competing method for Internet advertising input of the present invention and system throw in request by being carried out page Internet advertising by user, then user data is obtained, advertisement position data and ad data to be put, according to user data, advertisement position data and ad data to be put determine whether that participation is bidded, this the most rational advertisement position price of bidding is estimated out according to the historical data of advertisement position and ad data to be put, the highest advertisement to be put of income is selected to carry out throwing in the mode of showing, intelligence can be carried out bid, according to advertisement position history bid price, estimate out the physical price of this advertisement position, according to the value of this advertisement position and advertisement to be put, analyze this most rational advertisement position price of bidding, thus improve success ratio of bidding, obtain the entitlement of more advertisement positions, select the advertisement showing high value in advertisement to be put, thus raising advertisement delivery effect.
The above; be only the specific embodiment of the present invention, but protection scope of the present invention is not limited thereto, the technician of any skilled is in technical scope disclosed by the invention; the change that can expect easily or replacement, all should be encompassed within protection scope of the present invention.Therefore, protection scope of the present invention should be as the criterion with the protection domain of described claim.
Claims (10)
1. for the intelligent price competing method that Internet advertising is thrown in, it is characterized in that, the described intelligent price competing method for Internet advertising input comprises the following steps:
Carry out Internet advertising and throw in request;
According to this acquisition request user data, advertisement position data and ad data to be put;
Determine whether bidding according to user data, advertisement position data and ad data to be put;
This most rational advertisement position price of bidding is estimated out according to the historical data of advertisement position and ad data to be put;
Be that each advertisement position selects advertisement to be put to throw according to user data, the most rational advertisement position price and ad data to be put.
2. the intelligent price competing method thrown in for Internet advertising according to claim 1, is characterized in that, describedly determines whether that participation is bidded according to user data, advertisement position data and ad data to be put and comprises the following steps:
Carry out region orientation and user property orientation;
Carry out user behavior orientation;
Carry out release time section directed;
Carry out user to be redirected with input advertising rights;
After directed, whether decision participates in bidding.
3. the intelligent price competing method thrown in for Internet advertising according to claim 2, it is characterized in that, described in carry out the directed and user property orientation in region and be specially: carry out the directed and user property orientation in region according to the region in user data and attribute information.
4. the intelligent price competing method thrown in for Internet advertising according to claim 2, is characterized in that, described in carry out user behavior orientation and be specially: user behavior orientation is carried out in association historic user representation data storehouse.
5. the intelligent price competing method thrown in for Internet advertising according to claim 2, is characterized in that, described in carry out release time section orientation and be specially: associating ad data to be put, to carry out release time section directed.
6. according to the intelligent price competing method thrown in for Internet advertising one of claim 1 to 5 Suo Shu, it is characterized in that, the described historical data according to advertisement position and ad data to be put are estimated out this most rational advertisement position price of bidding and are specially: the physical price estimating this advertisement position according to the historical data of advertisement position, then according to the value of advertisement to be put in this advertisement position and ad data to be put, this most rational advertisement position price of bidding is analyzed.
7. for the intelligent Ask-Bid System that Internet advertising is thrown in, it is characterized in that, the described intelligent Ask-Bid System for Internet advertising input comprises:
Request module, throws in request for carrying out Internet advertising;
Data module, for obtaining user data, advertisement position data and ad data to be put;
According to user data, advertisement position data and ad data to be put, decision-making module, for determining whether that participation is bidded;
Pricing module, for estimating out this most rational advertisement position price of bidding according to the historical data of advertisement position and ad data to be put;
Select module, for being that each advertisement position selects advertisement to be put to throw according to user data, the most rational advertisement position price and ad data to be put.
8. intelligent Ask-Bid System of throwing in for Internet advertising according to claim 7, it is characterized in that, the described intelligent Ask-Bid System for Internet advertising input also comprises historical data base, and described historical data base is for storing user data, advertisement position data and throwing in ad data.
9. intelligent Ask-Bid System of throwing in for Internet advertising according to claim 8, is characterized in that, describedly determines whether that participation is bidded according to user data, advertisement position data and ad data to be put and comprises the following steps:
Carry out region orientation and user property orientation;
Carry out user behavior orientation;
Carry out release time section directed;
Carry out user to be redirected with input advertising rights;
After directed, whether decision participates in bidding.
10. according to the intelligent Ask-Bid System of throwing in for Internet advertising one of claim 7 to 9 Suo Shu, it is characterized in that, the described historical data according to advertisement position and ad data to be put are estimated out this most rational advertisement position price of bidding and are specially: the physical price estimating this advertisement position according to the historical data of advertisement position, then according to the value of advertisement to be put in this advertisement position and ad data to be put, this most rational advertisement position price of bidding is analyzed.
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| CN201410513612.0A CN105528711A (en) | 2014-09-29 | 2014-09-29 | Method and system for intelligent bidding for Internet advertising |
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| CN201410513612.0A CN105528711A (en) | 2014-09-29 | 2014-09-29 | Method and system for intelligent bidding for Internet advertising |
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| CN106846046A (en) * | 2016-12-29 | 2017-06-13 | 腾讯科技（深圳）有限公司 | Heterogeneous flow is bidded equalization parameter method and system |
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| CN108062678A (en) * | 2016-11-08 | 2018-05-22 | 阿里巴巴集团控股有限公司 | A kind of advertisement bit allocation method, device and advertisement delivery system |
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| CN113269589A (en) * | 2021-05-28 | 2021-08-17 | 上海旷日网络科技有限公司 | Advertisement delivery system and method for community express cabinet |
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