CN108053252B - Butt joint mode for reconstructing programmed advertisement ecological chain - Google Patents
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Abstract
The invention relates to the technical field of internet, and discloses a docking mode for reconfiguring a programmed advertisement ecological chain, which comprises the following steps: ADX receives an advertisement putting request; ADX organizes bids and sends a bid request to BidEx; the BidEx forwards the bidding request to the DSP which meets the screening condition; after receiving the bidding request, the DSP judges whether to bid and returns a bidding response to BidEx within a specified time; BidEx performs internal auction according to the bidding schemes returned by the DSP, and returns a plurality of bidding schemes to ADX; the ADX carries out auction according to the DSP bidding response and sends a winning notice to BidEx; BidEx receives winning notification from ADX and sends WinNotice to DSP for successful bidding; the ADX returns the winning advertisement to the media end. The programmed advertisement docking mode has the characteristics of transparency, high efficiency, intelligence and stability, improves the docking speed and reduces the docking cost.
Description
Technical Field
The invention relates to the technical field of internet, in particular to a docking mode for reconstructing a programmed advertisement ecological chain.
Background
Advertising is a common and mature manifestation, while programmatic advertising is an important step in the commercialization of internet products. As short as a decade, programmatic advertising has grown quite mature and is gaining increasing attention from advertisers. A study published by emarker in 2017, month 4, showed that programmatically showing advertisements in 2017 costs up to 330 billion dollars in the united states, and is expected to exceed 450 billion dollars in 2019.
Currently, the national programmed advertising industry chain is basically mature, and the basic roles include an advertiser, a media website or APP, a DSP (Demand-Side Platform), an ADX (advertisement Exchange Platform) and an SSP (Supply-Side Platform). Theoretically, media is interfaced with SSP, and then ADX is interfaced with SSP, but now SSP basically integrates the function of ADX, so ADX is used as a description object in the following.
For ADX, there are now more and more DSPs on the market, and the time and labor costs required to interface ADX with DSPs are becoming higher. Difficulties with docking ADX for DSPs include:
(1) and (3) service layer: first, the DSP needs to arrange for media personnel to engage in business negotiations with each ADX, and interfacing with foreign ADXs requires higher communication costs. Second, ADX typically requires the DSP to pre-submit tens or even hundreds of thousands of funds, and the amount of funds the DSP needs to pre-pay when docking multiple ADX's will be large, which is particularly significant for the originating company. Thirdly, because there are many DSPs to be docked with the ADX, the ADX will usually be evaluated and scheduled according to a plurality of factors such as the company scale of the DSP, and the access priority of the small and medium DSPs is low, and the waiting time is long. Fourthly, the magnitude of DSP consumption is based on the delivery requirements of advertisers, the requirements on the flow type and the flow magnitude are different at different periods, when the filling rate of the DSP at a certain period is low, ADX considers the bandwidth cost of a server and the like, the economic request sent to the DSP can be reduced or even suspended, the DSP needs to go to the business process again to apply for the flow when a new delivery requirement is subsequently provided, and the urgent delivery requirement can be delayed.
(2) The technical level is as follows: the domestic ADX docking protocol has no unified standard, each large platform is formed into a set of rules, the adopted technical languages are different, and the DSP is in technical docking with different ADX, so that more development hands are needed.
Although the programmed advertising industry chain is basically mature in the prior art, the present invention still has many practical difficulties in the current docking of ADX and DSP, so the present invention provides a new docking mode, which can improve the docking speed and reduce the docking cost.
Disclosure of Invention
The technical problem to be solved by the invention is to provide a docking mode for reconfiguring a programmed advertisement ecological chain, which can improve the docking speed and reduce the docking cost.
The specific technical scheme of the invention is as follows:
a docking method for reconfiguring a programmed advertising ecological chain comprises the following steps:
s1, receiving an advertisement putting request by an ADX;
s2.ADX organizes bidding and sends a bidding request to BidEx;
s3, inquiring detailed information of the bidding request by a data center of BidEx, and forwarding the bidding request to a DSP (digital signal processor) meeting the screening condition;
s4, after receiving the bidding request, the DSP judges whether to bid and returns a bidding response to BidEx within a specified time;
s5, BidEx performs internal auction according to the bidding schemes returned by the DSP, and returns a plurality of bidding schemes to ADX in the bidding response;
s6, the ADX conducts auction according to the DSP bidding response, and if the DSP represented by the BidEx wins the auction, the ADX sends a winning notice to the BidEx;
s7, BidEx receives winning notification from ADX and sends WinNotice to the DSP with successful bidding;
s8.adx returns the winning advertisement to the media side.
Further, the advertisement placement request in S1 is issued by media.
Preferably, the media includes a media website and an APP.
Further, the step of forwarding the bid request to the DSP meeting the filtering condition in S3 includes matching with a traffic filtering condition preset by the DSP, and forwarding the bid request to the DSP meeting the filtering condition.
Preferably, the plurality of bidding schemes in S5 are top-ranked bidding schemes.
Further, the number of bidding schemes is specified by ADX.
Preferably, the winning notification in S6 is encrypted and sent to BidEx.
Further, in S7, BidEx decrypts the winning notification from ADX, re-encrypts the winning notification, and sends winnote to the DSP bidding successfully.
Preferably, the ADX sending the winning notification to BidEx in S6 may be replaced by sending a winning message to BidEx by the media side in S8.
Furthermore, in the communication between BidEx and ADX, BidEx can uniquely identify each DSP by using the seat ID, and the DSP directly logs in the ADX background through the seat ID to check the release data so as to compare the three-way data.
The embodiment of the invention has the following beneficial effects:
(1) the invention accesses BidEx, so that the bidding requests and the received bidding responses which are originally required to be forwarded to a plurality of DSPs by ADX are greatly reduced, and the bandwidth and the server cost of ADX are reduced;
(2) in the invention, when receiving a bidding request from ADX, BidEx performs pre-filtering and only forwards the flow meeting the requirement of the BidEx to the DSP, thereby reducing the cost required by the DSP bidding monitoring service;
(3) according to the invention, the ADX and the DSP can be quickly, efficiently, intelligently and stably butted through the BidEx, so that the labor and time costs in communication, development and maintenance are reduced.
Drawings
FIG. 1 is a schematic block diagram of programmed advertising participants and the overall process in the prior art;
FIG. 2 is a schematic diagram of a programmed advertising industry chain in the prior art;
FIG. 3 is a diagram of a docking mode of an ADX and a DSP in the prior art;
FIG. 4 is a flowchart of a docking method for reconfiguring a programmatic advertisement ecological chain according to an embodiment of the present invention;
FIG. 5 is a schematic diagram of a programmatic advertising industry chain after BidEx is added according to an embodiment of the present invention;
fig. 6 is a diagram of the docking mode of BidEx, ADX and DSP according to the embodiment of the present invention.
Detailed Description
In order to make the objects, technical solutions and advantages of the present invention more apparent, the present invention will be described in further detail with reference to the accompanying drawings. It is to be understood that the described embodiments are merely exemplary of a portion of the invention and not all embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
It should be noted that the terms "comprises," "comprising," and "having," and any variations thereof, are intended to cover non-exclusive inclusions, such that a process, method, system, article, or apparatus that comprises a list of steps or elements is not necessarily limited to those steps or elements expressly listed, but may include other steps or elements not expressly listed or inherent to such process, method, article, or apparatus.
Referring to fig. 1, it shows the participants of the programmed ad and the whole process, the participants of the programmed ad have an advertiser as traffic consumer, a media website or APP as traffic owner, and an agent serving the advertiser, a demand side platform, a programmed creative platform, an ad verification platform, a monitoring and analyzing platform, an ad trading platform AdX or SSP serving the traffic owner, and a data management platform. The whole process comprises an advertisement putting direction, a cash flow direction, an advertisement service direction and a data providing direction.
The demand side platform comprises a DSP and a tracing Desk, and the advertiser/agent can be released through the DSP or multiple DSPs. The demand side platform can bid to place the advertisement through API access AdX or SSP, and can directly access the media website or APP through JS code mode.
An Advertiser (Advertiser) is a final demand party for purchasing traffic to deliver advertisements, and an agent (Agency) is a business agent of the Advertiser, so that on one hand, the Advertiser can meet advertisement demands and on the other hand, a delivered media channel can be found.
The demand party platform DSP provides a real-time bidding delivery platform for demand parties (namely advertisers or agents), the demand parties can manage advertising activities and delivery strategies thereof on the platform, the delivery strategies comprise targeted conditions, budgets, bids, creatives and the like of target audiences, and the DSP automatically optimizes delivery effects and provides data reports through technologies and algorithms.
The purchase transaction platform (TD) may also be understood as a platform of a demand side, similar to a DSP. The technical solution for integrating a plurality of DSP platforms is provided for the demand side. And the demander can perform TD unified management on the release of the DSP platforms, including release budget allocation, release strategy formulation and adjustment, data report viewing and the like. The TD platform is based on the fact that the TD platform is in butt joint with all large DSPs through an API, and an advertiser/agent carries out advertisement putting and data report viewing through the TD.
Ideally the provider platform SSP is responsible for interfacing with the media and then into the ad exchange AdX. Since the SSP now functions substantially in accordance with AdX, both may be collectively referred to as an advertisement trading platform. The DSP can interface AdX or SSP through API, and can directly access the media through JS code mode.
A Data Management Platform (DMP) can provide crowd labels for advertisement delivery to accurately orient audiences, establish user figures through delivery Data, and manage and deliver the crowd labels. According to data attribution, user data can be divided into:
first party data: the demand side, namely the advertiser, has user data including website/APP monitoring data, CRM data, E-commerce transaction data and the like.
And second-party data: service data accumulated by the service provider of the demand party in the advertisement putting process, such as audience browsing advertisements, advertisement clicking and other related data accumulated in the DSP platform service.
Third party data: data that is not owned by the direct partner, such as operator data.
A Programmed Creative Platform (PCP) focuses on the delivery Optimization of ad creatives, automatically generates massive creatives through a technology, dynamically displays ads for different audiences by using an algorithm and data, and performs Creative Optimization, and the process is called Dynamic Creative Optimization (DCO). The advertisements seen by everyone may be different.
The advertisement Verification Platform (Ad Verification Platform) generally serves Brand advertisers, guarantees such as Brand Safety (Brand Safety), Anti-cheating (Anti-Fraud), visibility (visibility) and the like are provided for the Brand advertisers in the advertisement putting process, and a harmonious media environment is provided for putting the Brand advertisements by analyzing the content legality and the positivity of the put media.
In a delivery process of a monitoring and analyzing Platform (Measurement & Analytics Platform), an advertiser usually selects a trusted third-party monitoring and analyzing Platform to synchronously monitor advertisement delivery data, and the trusted third-party monitoring and analyzing Platform is used for evaluating data of the advertisement delivery Platform, such as whether delivered advertisement display amount, click rate, audience attributes and the like are consistent with a three-party detection report.
The media website or APP is the final owner of the flow, provides a platform for advertisers to contact audiences, and is a terminal in the cash flow direction. According to the carrier, media comprise three major resources of PC Web, Mobile Web and APP; media includes, by content, integrated portals, vertical portals, video, and the like.
In the prior art, a schematic diagram of a programmatic advertising industry chain is shown in fig. 2, and the specific steps include:
(1) a user browses a media website or APP;
(2) media notification ADX: an advertisement location is to present an advertisement to the user;
(3) the ADX organizes a bidding according to the related information and sends a bidding request to the DSP;
(4) after receiving the bidding request, the DSP judges whether to bid and returns bidding response to the ADX within a specified time;
(5) and after receiving the auction responses of all the DSPs, the ADX carries out auction, and the DSPs needing to win send winning notifications. (or directly sent from the media end when shown in step 6);
(6) the ADX returns the winning advertisement to the media, which is presented to the user.
The docking mode between the ADX and the DSP is shown in fig. 3, and it can be seen from the figure that the relationship between the ADX and the DSP is many-to-many, and in order to access more traffic to meet the delivery demand of the advertiser, the DSP needs to dock more ADX, and the docking of the ADX with more DSP can improve the traffic value, thereby obtaining more profits.
For example, a user may turn on a computer, open a browser, and access a media site, which typically has advertising spots on its pages. Suppose that the media website has 250 x 250 ad spots in the upper right corner and this spot has already joined the RTB trading market. From entering the website, the user presents advertisements to the user at 250 x 250 advertisement positions, and the whole process occurs in milliseconds, and the process goes through the following steps:
scheme 1: user a accesses a home page of a media website in a Web browser.
And (2) a flow scheme: the media website notifies the ad exchange platform: the top right corner 250 x 250 of the home page is to show the ad to user a.
And (3) a flow path: the ad exchange organizes a bid based on the bid request. A Bid Request (Bid Request) is sent to each demander by the Bid initiation service, inquiring whether bidding is required, and transmitting User ID of the User a (User cookie or mobile device ID of the advertisement transaction platform, etc.), User IP and advertisement location information (page URL, advertisement location, etc.).
And (4) a flow chart: after receiving the bidding request sent by the advertisement trading platform, the bidding monitoring service of the demand party transmits the bidding request information to the bidding engine.
And (5) a flow chart: and the bidding engine inquires the User data center about the User related information according to the User ID of the advertisement trading platform. If the request is a PC side, the bidding engine needs to query a cookie mapping database to obtain the cookie ID of the user in the system of the demand party (if the cookie corresponding to the demand party does not exist, the cookie mapping is requested from the advertisement trading platform).
And (6) a flow path: the user data center returns to the bidding engine the information of user a, such as gender, age, hobbies, etc. The specific user information returned needs to be determined by referring to the information dimension of the user data center.
Scheme 7: the bidding engine matches the user data with the delivery requirements and decides whether to participate in the bidding and the CPM bidding.
And (3) a process 8: the Bid listening service sends a Bid Response (Bid Response) to the ad exchange platform and sends the CPM price and the ad code. And if the bidding is not participated, no response is carried out.
And (3) a process 9: after receiving the bid responses of all the demanders, the advertisement trading platform is auction by the auction decision service. The higher price is obtained, and the next highest price is settled, namely, the highest bidding demander wins the display, and the second highest bidding price (usually 1 minute more than the second highest) is settled with the advertisement trading platform. Meanwhile, the bid decision service needs to return bid information (CPM price and advertisement code) of a requester winning the current bid for the supplier.
A process 10: the Web browser requests the display of the advertising material from the requestor.
Scheme 11: and the material management service of the demand side returns the corresponding advertisement material. It should be noted that the advertisement material must first go through the CDN service and then be presented at the advertisement slot. In addition, the platform of the demand party receives a bidding message (Win Notice) sent by the advertisement trading platform, and the bidding message indicates that the exhibition has been successfully bid.
And (3) a process 12: user a sees the advertisement and the current bidding process ends.
The following supplementary explanation is made here:
advertisement putting management platform: the advertiser sets the delivery strategies such as delivery time, budget, regional orientation, user attributes and the like on the advertisement delivery management platform. The bidding engine needs to match the user information with the delivery policy set by the advertiser to determine whether to participate in bidding.
An algorithm model: the algorithm model is the most main decision-making part in the real-time bidding process, mainly subdivides different dimensions around six modules of advertiser delivery requirements, media quality, crowd attributes, creative content, user scenes and market environment (competition severity degree in the real-time bidding market), and automatically adjusts the dimensions through continuous rising and descending so as to achieve the optimal value of price and effect. For example, the algorithm model can determine/predict which users are high quality users, whether the users are worth bidding and how much the users should bid according to information such as historical delivery data and user data.
CDN acceleration service: the CDN fully calls a Content Delivery Network, i.e., a Content Delivery Network, so that the transmission and loading of advertisement Content can be faster and more stable. For picture, Flash, especially video FLV and other types of advertisement materials, the content of the advertisement materials can be loaded faster (the loading time is controlled within 1 s) only by the media environment after being accelerated by the CDN, so that the user can see the advertisement content quickly.
Bid filtering: in the bidding request sent by the advertisement trading platform, the demand party platform can filter according to the releasing condition and KPI requirement set by the advertiser and the flow quality, and the filtered flow will not respond to the bidding. In addition, the demand side platform with anti-cheating capability can filter cheating flow, so that the putting effect is guaranteed, and the putting waste is reduced.
Internal competition mechanism of the demand side platform: the demand side platform judges who wins the internal competition according to the comprehensive standards of the bid height, the transformation estimation and the like of each advertiser of the internal platforms among a plurality of advertisers meeting the bidding conditions, and then returns the bids of the wins to the advertisement trading platform.
In the current docking of ADX and DSP, there are still many practical problems, so that the docking cost is high.
BidEx, which is a novel docking model to solve the above problems, reconstructs the ecological chain of the programmed advertisements. BidEx is equivalent to a router and is used for communicating the upstream and downstream of a programmed advertisement industry chain, the core value is that DSP and ADX are helped to be rapidly connected in a large scale, the cost of communication, development, maintenance and server bandwidth of supply and demand parties is reduced, and the supply and demand parties can rapidly expand resources with the minimum cost.
The present embodiment provides a docking method for reconfiguring a programmed advertisement ecological chain, and a flowchart is shown in fig. 4, and includes:
s401.adx receives an advertisement placement request.
Wherein, when the user browses the media website or APP, the media will inform ADX: an ad placement request is received by the ADX for an ad placement location to present an ad to a user.
S402.adx organizes bids and sends a bid request to BidEx.
And S403. the data center of BidEx inquires the detailed information of the bidding request and forwards the bidding request to the DSP meeting the screening condition.
BidEx matches the bidding request with the preset flow screening condition of the DSP, and then forwards the bidding request to the DSP meeting the screening condition.
And S404, after receiving the bidding request, the DSP judges whether to bid and returns a bidding response to BidEx within a specified time.
And S405.BidEx performs internal auction according to the bidding schemes returned by the DSP, and returns a plurality of bidding schemes to ADX in bidding response.
Where the returned bidding solution is the top-ranked bidding solution and the number of bidding solutions included in a bid response can be specified by the ADX.
And S406, the ADX carries out auction according to the DSP bidding response, and if the DSP represented by the BidEx wins the bidding, the ADX sends a winning notice to the BidEx.
Wherein, the winning notice sent by ADX to BidEx is sent after being encrypted.
S407.bidex receives the winning notification from ADX and sends WinNotice to the DSP that the bid was successful.
Wherein, BidEx decrypts the winning notification from ADX, re-encrypts it and sends WinNotice to the DSP that the bidding succeeds.
S408.adx returns the winning advertisement to the media side.
The winning notification in step S406 may also be sent by the media side when the advertisement is displayed.
In step S402, the bidding requests and received bidding responses that the ADX originally needs to forward to multiple DSPs are both greatly reduced, and accessing BidEx can reduce the bandwidth and server cost of the ADX. Similarly, in step S403, the DSP may set traffic filtering conditions in the BidEx system in advance, and when receiving a bid request from the ADX, the BidEx may perform pre-filtering, and only forward traffic meeting its requirement to the DSP, thereby reducing the cost required by the DSP for bid monitoring service.
In step S405, BidEx returns several top-ranked bidding solutions according to the ADX ' S demand, not just BidEx ' S internal bid winner ' S bidding solution, in such a way that BidEx provides more effective information for ADX to analyze. In the communication between BidEx and ADX, BidEx can uniquely identify each DSP by using the seat ID, and the DSP can directly log in the ADX background through the seat ID to check the release data and compare the three-party statistical data. It can be seen that BidEx is a public, transparent connectivity model.
Correspondingly, fig. 5 is a schematic diagram of a programmatic advertising industry chain after adding BidEx, and fig. 6 is a docking mode diagram of BidEx, ADX and DSP, and it can be seen from the diagram that ADX and DSP can perform fast and large-scale docking through BidEx without performing business negotiation and technical docking one by one, and without waiting for scheduling, thereby reducing the manpower and time costs in communication, development and maintenance, and making it possible to concentrate resources on business expansion and technical research.
Through BidEx butt joint ADX, DSP only need provide a guarantee fund to BidEx and can insert a plurality of ADX, has reduced DSP's fund pressure in the aspect of the guarantee fund greatly. On the other hand, as the flow accessed by the BidEx is forwarded to a plurality of DSPs, the flow requirements for different types and different ADXs are relatively stable, the selection of the flow by the DSPs can be started at any time, and the delay of the delivery requirement caused by a long application flow is avoided.
The above disclosure is only for the purpose of illustrating the preferred embodiments of the present invention and is not to be construed as limiting the scope of the present invention, therefore, the present invention is not limited by the appended claims.
Claims (9)
1.A docking method for reconfiguring a programmed advertising ecological chain is characterized by comprising the following steps:
s1, receiving an advertisement putting request by an ADX;
s2.ADX organizes bidding and sends a bidding request to BidEx;
s3, inquiring detailed information of the bidding request by a data center of BidEx, and forwarding the bidding request to a DSP (digital signal processor) meeting the screening condition; the method comprises the following steps that a DSP sets flow screening conditions in a BidEx system in advance, and forwarding a bid request to the DSP meeting the screening conditions comprises the following steps: when receiving a bidding request from ADX, BidEx filters the bidding request and forwards the flow meeting the requirement of the DSP to the DSP;
s4, after receiving the bidding request, the DSP judges whether to bid and returns a bidding response to BidEx within a specified time;
s5, BidEx performs internal auction according to the bidding schemes returned by the DSP, and returns a plurality of bidding schemes to ADX in the bidding response;
s6, the ADX conducts auction according to the DSP bidding response, and if the DSP represented by the BidEx wins the auction, the ADX sends a winning notice to the BidEx;
s7, BidEx receives winning notification from ADX and sends WinNotice to the DSP with successful bidding;
s8, ADX returns winning advertisements to the media side;
the ADX and the DSP are in butt joint through BidEx, and the DSP is accessed to the plurality of ADXs through the BidEx; in the communication between BidEx and ADX, BidEx uniquely identifies each DSP by using a seat ID, and the DSP directly logs in an ADX background through the seat ID to check the release data and compare the three-party data.
2. The method of claim 1, wherein the request for placement of an advertisement in S1 is issued by a media.
3. The method as claimed in claim 2, wherein the media includes a media website and APP.
4. The docking method for reconstructing a programmed advertisement ecological chain according to claim 3, wherein the step of forwarding the bid request to the DSP meeting the filtering condition in S3 includes matching the traffic filtering condition preset by the DSP and forwarding the bid request to the DSP meeting the filtering condition.
5. The method as claimed in claim 4, wherein the bidding schemes in S5 are top bidding schemes.
6. The method as claimed in claim 5, wherein the bidding solution quantity is specified by ADX.
7. The method as claimed in claim 6, wherein the winning notification in S6 is encrypted and sent to BidEx.
8. The docking method for reconstructing a programmatic ad ecosystem of claim 7, wherein in S7, BidEx decrypts winning notification from ADX, re-encrypts and sends WinNotice to DSP whose bidding succeeds.
9. The method of claim 1, wherein the ADX sending a winning notification to BidEx in S6 is replaced by a winning message sent to BidEx from the media side in S8.
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| CN109598550B (en) * | 2018-08-03 | 2020-12-22 | 武汉稀云科技有限公司 | Internet advertisement putting method and device |
| CN109300000A (en) * | 2018-09-13 | 2019-02-01 | 淮阴工学院 | A kind of agricultural product brand marketing big data method of servicing |
| EP3633579A1 (en) * | 2018-10-02 | 2020-04-08 | adlicious GmbH | Method for controlling placement of advertisements over a network |
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