CN109784974A - Advertisement placement method, device, electronic equipment and storage medium based on big data - Google Patents
Advertisement placement method, device, electronic equipment and storage medium based on big data Download PDFInfo
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- CN109784974A CN109784974A CN201811536214.5A CN201811536214A CN109784974A CN 109784974 A CN109784974 A CN 109784974A CN 201811536214 A CN201811536214 A CN 201811536214A CN 109784974 A CN109784974 A CN 109784974A
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Abstract
Present invention discloses a kind of advertisement placement method based on big data, device, electronic equipment and computer readable storage mediums.The described method includes: scene, the advertisement position launched on the scene instruction advertisement dispensing page and the advertisement dispensing page are launched in the self-service dispensing acquisition of advertisement for triggering progress；The self-service dispensing of advertisement is executed in the dispensing scene, so that carrying out display of the advertisement on given ad position after the advertisement dispensing page for launching scene instruction is shown；The collection of user click data is carried out for the advertisement of dispensing；After obtaining the matching degree between user and advertisement according to the user click data of collection, according to matching degree optimization, performed advertisement is launched.During carrying out advertisement dispensing, carried out advertisement is continued to optimize to launch, it realizes from the suitable user of trend and launches advertisement suitably launching scene, solve the problems, such as target user in the prior art, launch the selection of scene and change all places one's entire reliance upon the specified of advertiser.
Description
Technical field
The present invention relates to advertisement launch technical field, in particular to a kind of advertisement placement method based on big data, device,
Electronic equipment and computer readable storage medium.
Background technique
Currently, many applications, webpage are both provided with advertisement position, such as advertisement pop-up, suspended window, can advertiser suitable
Advertisement position launch advertisement, it is particularly important that the control of cost is launched in popularization for product and advertisement.
Existing advertisement launch process be advertising information that advertisement launching platform is specified by advertiser (including target user,
Advertisement, release time), advertisement dispensing is carried out in the dispensing scene (including the page, advertisement position are launched in advertisement) that advertiser specifies, directly
Target user is reassigned to advertiser, launches scene.
Above-mentioned advertisement is launched in process, and target user, the selection of dispensing scene and change all place one's entire reliance upon advertiser's
It is specified, have the following deficiencies: first is that, part advertiser does not have the professional knowledge and tool that aspect is launched in advertisement, it is difficult to select
Suitable target user and dispensing scene；Second is that advertisement launching platform can not be launched dynamically for suitable user suitable wide
It accuses position and launches suitable advertisement.
Summary of the invention
It all places one's entire reliance upon the finger of advertiser to solve target user in the related technology, the selection for launching scene and change
Fixed technical problem, the present invention provides a kind of advertisement placement method based on big data, device, electronic equipment and computers can
Read storage medium.
A kind of advertisement placement method based on big data, which comprises
Self-service dispensings of advertisement carried out for triggering, which obtains, launches scene, the dispensings scene indicate the advertisement dispensing page and
The advertisement position on the page is launched in the advertisement；
The self-service dispensing of the advertisement is executed in the dispensing scene, so that page is launched in the advertisement for launching scene instruction
Display of the advertisement on given ad position is carried out after face is shown；
The collection of user click data is carried out for the advertisement of dispensing；
After obtaining the matching degree between user and advertisement according to the user click data of collection, according to described
It is launched with the performed advertisement of degree optimization.
In one exemplary embodiment, the self-service dispensing of advertisement carried out for triggering, which obtains, launches scene, comprising:
Receiving advertiser selects the advertisement of progress to launch operation, and the advertisement launches advertiser described in operation instruction currently certainly
Help the advertising information of dispensing；
It responds the advertisement and launches operation, the self-service dispensing of the advertisement for triggering progress is obtained to specify and launches scene/recommendation
Launch scene.
In one exemplary embodiment, the self-service dispensing that the advertisement is executed in the dispensing scene, so that described
The advertisement for launching scene instruction, which is launched after the page is shown, carries out the advertisement before the display on given ad position, described
Method further include:
Obtain the dispensing content and release time and/or mesh that the self-service dispensing of advertisement that advertiser is institute's triggering progress configures
Mark user.
In one exemplary embodiment, the self-service dispensing that the advertisement is executed in the dispensing scene, so that described
The advertisement for launching scene instruction, which is launched after the page is shown, carries out display of the advertisement on given ad position, comprising:
The advertisement position on the page and the advertisement dispensing page is launched according to the advertisement of the dispensing scene instruction, according to throwing
It puts time and/or target user and launches content in the advertisement position loaded and displayed that the advertisement is launched on the page.
In one exemplary embodiment, the collection for the advertisement progress user click data launched, comprising:
The dispensing content carried out is shown, the collection for carrying out user click data is buried by deployment.
In one exemplary embodiment, described that the dispensing content carried out is shown, a progress user is buried by deployment
The collection of click data, comprising:
User is received to the clicking operation of the dispensing content of display, user's point is updated according to the clicking operation
Number is opened in the advertisement hit in data；Or
User is received to the shutoff operation of the dispensing content of display, user's point is updated according to the shutoff operation
Number is closed in the advertisement hit in data.
In one exemplary embodiment, described to be obtained between user and advertisement according to the user click data of collection
After matching degree, according to matching degree optimization, performed advertisement is launched, comprising:
Number is opened according to the advertisement in the user click data and advertisement closes number and user and advertisement is calculated
Between matching degree after, be the advertisement real-time optimization target user of self-service dispensing, advertisement according to the matching degree
Scene is launched in release time and/or advertisement.
A kind of advertisement delivery device based on big data, described device include:
Scene obtains module, and the self-service dispensing of the advertisement for carrying out for triggering, which obtains, launches scene, and the dispensing scene refers to
Show that the advertisement position on the page and the advertisement dispensing page is launched in advertisement；
Putting module, for executing the self-service dispensing of the advertisement in the dispensing scene, so that the dispensing scene refers to
The advertisement shown launches after the page is shown and carries out display of the advertisement on given ad position；
Data acquisition module, for the collection for the advertisement progress user click data launched；
Optimization module, for the user click data according to collection obtain the matching degree between user and advertisement it
Afterwards, it is launched according to the performed advertisement of matching degree optimization.
In one exemplary embodiment, the scene obtains module and is configured as executing:
Receiving advertiser selects the advertisement of progress to launch operation, and the advertisement launches advertiser described in operation instruction currently certainly
Help the advertising information of dispensing；
It responds the advertisement and launches operation, the self-service dispensing of the advertisement for triggering progress is obtained to specify and launches scene/recommendation
Launch scene.
In one exemplary embodiment, described device further include:
Receiving module, for obtain advertiser by triggering carry out advertisement it is self-service launch configuration dispensing content and throwing
Put time and/or target user.
In one exemplary embodiment, the putting module is configured as executing:
The advertisement position on the page and the advertisement dispensing page is launched according to the advertisement of the dispensing scene instruction, according to throwing
It puts time and/or target user and launches content in the advertisement position loaded and displayed that the advertisement is launched on the page.
In one exemplary embodiment, the data acquisition module is configured as executing:
The dispensing content carried out is shown, the collection for carrying out user click data is buried by deployment.
In one exemplary embodiment, described that the dispensing content carried out is shown, a progress user is buried by deployment
The collection of click data, comprising:
User is received to the clicking operation of the dispensing content of display, user's point is updated according to the clicking operation
Number is opened in the advertisement hit in data；Or
User is received to the shutoff operation of the dispensing content of display, user's point is updated according to the shutoff operation
Number is closed in the advertisement hit in data.
In one exemplary embodiment, the optimization module is configured as executing:
Number is opened according to the advertisement in the user click data and advertisement closes number and user and advertisement is calculated
Between matching degree after, be the advertisement real-time optimization target user of self-service dispensing, advertisement according to the matching degree
Scene is launched in release time and/or advertisement.
A kind of electronic equipment, comprising:
Processor；And
Memory is stored with computer-readable instruction on the memory, and the computer-readable instruction is by the processing
Device realizes foregoing method when executing.
A kind of computer readable storage medium, is stored thereon with computer program, and the computer program is held by processor
Foregoing method is realized when row.
The technical solution that the embodiment of the present invention provides can include the following benefits:
It is obtained by the self-service dispensing of the advertisement carried out for triggering and launches scene, execute the self-service throwing of advertisement in the dispensing scene
It puts, the advertisement to be launched carries out the collection of user click data, according to wide performed by the optimization of the user click data of collection
It accuses and launches.During carrying out advertisement dispensing, continues to optimize carried out advertisement and launch, realize and exist from the suitable user of trend
Suitable scene of launching launches advertisement, solve target user in the prior art, the selection of launching scene and change all completely according to
Rely the specified problem in advertiser.
It should be understood that the above general description and the following detailed description are merely exemplary, this can not be limited
Invention.
Detailed description of the invention
The drawings herein are incorporated into the specification and forms part of this specification, and shows and meets implementation of the invention
Example, and in specification together principle for explaining the present invention.
Fig. 1 is a kind of flow chart of advertisement placement method based on big data shown according to an exemplary embodiment；
Fig. 2 is the flow chart of the details of step 110 shown according to an exemplary embodiment；
Fig. 3 is a kind of block diagram of advertisement delivery device based on big data shown according to an exemplary embodiment.
Specific embodiment
Example embodiments are described in detail here, and the example is illustrated in the accompanying drawings.Following description is related to
When attached drawing, unless otherwise indicated, the same numbers in different drawings indicate the same or similar elements.Following exemplary embodiment
Described in embodiment do not represent all embodiments consistented with the present invention.On the contrary, they be only with it is such as appended
Described in claims, the example for the device and method that some aspects of the invention are consistent.
Fig. 1 is a kind of flow chart of advertisement placement method based on big data shown according to an exemplary embodiment.Such as
Shown in Fig. 1, which comprises
Step 110, the self-service dispensing of advertisement carried out for triggering, which obtains, launches scene, launches scene instruction advertisement and launches the page
And the advertisement position on the page is launched in advertisement.
Advertiser carries out certain advertisement launched under scene in application page or Webpage and launches, and launching scene can be
Advertiser specifies in advertisement launching platform, can also launch statistical data according to existing advertisement with advertisement launching platform and recommend
's.
Launch the advertisement position on the scene instruction advertisement dispensing page and the indicated advertisement dispensing page.For example, launching field
Scape includes that homepage recommends scene, financial recommendation of the channels scene, life channel to recommend scene, corresponds respectively to the homepage page, finance
The channel page, the life channel page.
Advertisement, which is launched, is configured with several advertisement positions in the page, for example, position, message push pop-up, message are recommended in page bottom
Push suspended window.
Step 130, the self-service dispensing of scene execution advertisement is being launched, so that page quilt is launched in the advertisement for launching scene instruction
Display of the advertisement on given ad position is carried out after display.
The page of the triggered progress of user is followed to show, corresponding advertisement will be shown on the advertisement position in the page.One
In exemplary embodiment, the display of advertisement is followed, the advertisement for updating the advertisement shows number.
It follows user to trigger to advertisement and launches jumping for the page, the advertisement launched on this page ad position can just be shown
Show.Therefore, for the advertisement of dispensing, advertisement shows that number only can just increase newly after the page launched is shown.
In one exemplary embodiment, the clicking operation of user includes that the page and advertisement landing are launched in advertisement for triggering
Page jump including the page is shown.User's triggering page jumps display, and when jumping to the advertisement dispensing page, page is launched in advertisement
The advertisement of dispensing is shown on advertisement position in face.
Step 150, the collection of user click data is carried out for the advertisement of dispensing.
The advertisement landing page jumps display, is that user carries out the clicking trigger of advertisement shown on advertisement position.With
Family click data includes that number (number that user's clicking trigger advertisement landing page jump is shown) and advertisement closing are opened in advertisement
Number (number that advertisement shown by user's clicking trigger is closed).
The collection of user click data can bury a realization by the data on advertisement position.It can not be closed in the display of advertisement
When, only carry out the statistics that number is opened in advertisement；When the display of advertisement can close, the statistics that number is closed in advertisement is also carried out.
Step 170, after obtaining the matching degree between user and advertisement according to the user click data of collection, according to
It is launched with the performed advertisement of degree optimization.
For the advertisement launched, the number opened by same user/user group is more, then with the user/user group
Matching degree is higher.Pent number is more, then lower with the user/user group matching degree.
According to the user click data dynamically obtained, determining and user/high advertisement position of user group matching degree and advertisement.
Specifically, specific user/user group can be tended to open it for the same advertisement for being invested in different advertisement positions
In the page where several advertisement positions, therefore to the user/user group several advertisement positions launch the advertisement it is available compared with
More display numbers.In addition, specific user/user group may be tended to open the advertisement for being invested in several pages.Therefore,
Show that number, advertisement open number, advertisement closes number and learns what advertisement was relatively suitble to launch according to the advertisement that dynamically obtains
Advertisement position.
For the same advertisement launched to different user group, number is opened according to the advertisement dynamically obtained, advertisement is closed
Number learns that advertisement is relatively suitble to the user group launched.
So far, the throwing of advertisement will be carried out according to for high matching degree advertisement position determined by user and high matching degree advertisement
It puts, the high matching degree advertisement position including similar ad to be thrown to the user, and by the high matching degree advertisement and similar ad
It is launched to similar users.
In addition, closing number for closable advertisement according to the corresponding advertisement of user and adjusting the user and the user
Scene is launched in the advertisement of place user group, reduces the risk that user generates dislike.
Above-mentioned and following user groups refer to several users with same characteristic features, such as age having the same, income.
Features described above includes: foundation characteristic, such as at the age, gender, educational background, marital status, whether has vehicle, whether has room；Wealth feature,
Such as annual income range, year gross premium；Payment feature, for example whether buying electric business product；Behavioural characteristic, such as in
The last active module, the activity of participation, number of registering；Interest characteristics, such as focus that user is nearest (for example protect
Danger, financing, health).
It is buried a little, is obtained where user launches the page in advertisement using/webpage and other by the data in application/webpage
Using the behavior and user information on/webpage.It can be used and bury the data obtained to machine learning algorithm progress by data
Training, enables the algorithm to extract the feature of user characteristics and the advertisement and advertisement position high with corresponding user's matching degree,
To launch advertisement in suitable advertisement position to suitable user, realize that efficient advertisement is launched and launched to advertisement timely
Optimization.
Fig. 2 is the flow chart of the details of step 110 shown according to an exemplary embodiment.As shown in Fig. 2,
Step 110 includes:
Step 111, receiving advertiser selects the advertisement of progress to launch operation, and advertisement launches operation instruction advertiser currently certainly
Help the advertising information of dispensing.
In one exemplary embodiment, several interactive interfaces are provided for advertiser, advertiser couple is received by interactive interface
Release time, target user, launched advertisement selection.Wherein, the release time indicates launches the advertisement, mesh at what time
Mark user indicates the user that the advertisement need to be thrown to.
Step 113, answer an advertisement dispensing operation, to trigger self-service dispensings of advertisement carried out obtain specify dispensing scene/
Recommend to launch scene.
Launching scene can be what advertiser specified, be also possible to advertisement launching platform recommendation.
In one exemplary embodiment, before step 130, the method also includes:
Obtain the dispensing content and release time and/or mesh that the self-service dispensing of advertisement that advertiser is institute's triggering progress configures
Mark user.
In addition to it is specified launch scene other than, advertiser be also carried out advertisement launch it is specified launch content (i.e. advertisement),
Release time, target user.
Wherein, advertiser carries out the specified actual needs that can be launched according to advertisement of target user, for example, for part
Advertiser, the advertisement dispensing carried out have specific several target users, need to refer in the advertisement carried out is launched and set the goal
User.
Specifically can be by specifying label, specifying the user with the label is target user, also may specify that white list institute is right
The user answered is target user, in addition to this, also may specify that the user outside blacklist is target user.Wherein, for being carried out
Label it is specified, be specify to specific user's feature, for example, specifying age- specific reference range, specific income range.
In one exemplary embodiment, step 130 includes:
The advertisement position on the page and the advertisement dispensing page is launched according to the advertisement for launching scene instruction, according to the release time
And/or target user launches the advertisement position loaded and displayed on the page in advertisement and launches content.
In one exemplary embodiment, step 150 includes:
The dispensing content carried out is shown, the collection for carrying out user click data is buried by deployment.
In one exemplary embodiment, the dispensing content carried out is shown, progress user's click is buried by deployment
The collection of data includes:
User is received to the clicking operation of the dispensing content of display, is updated according to clicking operation wide in user click data
It accuses and opens number；Or
User is received to the shutoff operation of the dispensing content of display, is updated according to shutoff operation wide in user click data
It accuses and closes number.
In one exemplary embodiment, step 170 includes:
Number is opened according to the advertisement in user click data and advertisement is closed number and is calculated between user and advertisement
Matching degree after, according to matching degree be the advertisement real-time optimization target user of self-service dispensing, the advertisement release time and/or
Scene is launched in advertisement.
Following is apparatus of the present invention embodiment, can be used for executing above method embodiment of the present invention.
Fig. 3 is a kind of block diagram of advertisement delivery device based on big data shown according to an exemplary embodiment.Such as Fig. 3
Shown, which comprises the following modules:
Scene obtains module 310, and the self-service dispensing of the advertisement for carrying out for triggering, which obtains, launches scene, the dispensing scene
Indicate that the advertisement position on the page and the advertisement dispensing page is launched in advertisement.
Putting module 330, for executing the self-service dispensing of the advertisement in the dispensing scene, so that the dispensing scene
The advertisement of instruction launches after the page is shown and carries out display of the advertisement on given ad position.
Data acquisition module 350, for the collection for the advertisement progress user click data launched.
Optimization module 370 obtains the matching journey between user and advertisement for the user click data according to collection
After degree, according to matching degree optimization, performed advertisement is launched.
In one exemplary embodiment, the scene obtains module 310 and is configured as executing:
Receiving advertiser selects the advertisement of progress to launch operation, and the advertisement launches advertiser described in operation instruction currently certainly
Help the advertising information of dispensing；
It responds the advertisement and launches operation, the self-service dispensing of the advertisement for triggering progress is obtained to specify and launches scene/recommendation
Launch scene.
In one exemplary embodiment, described device further include:
Receiving module, for obtain advertiser by triggering carry out advertisement it is self-service launch configuration dispensing content and throwing
Put time and/or target user.
In one exemplary embodiment, the putting module 330 is configured as executing:
The advertisement position on the page and the advertisement dispensing page is launched according to the advertisement of the dispensing scene instruction, according to throwing
It puts time and/or target user and launches content in the advertisement position loaded and displayed that the advertisement is launched on the page.
In one exemplary embodiment, the data acquisition module 350 is configured as executing:
The dispensing content carried out is shown, the collection for carrying out user click data is buried by deployment.
In one exemplary embodiment, described that the dispensing content carried out is shown, a progress user is buried by deployment
The collection of click data, comprising:
User is received to the clicking operation of the dispensing content of display, user's point is updated according to the clicking operation
Number is opened in the advertisement hit in data；Or
User is received to the shutoff operation of the dispensing content of display, user's point is updated according to the shutoff operation
Number is closed in the advertisement hit in data.
In one exemplary embodiment, the optimization module 370 is configured as executing:
Number is opened according to the advertisement in the user click data and advertisement closes number and user and advertisement is calculated
Between matching degree after, be the advertisement real-time optimization target user of self-service dispensing, advertisement according to the matching degree
Scene is launched in release time and/or advertisement.
The present invention also provides a kind of electronic equipment, comprising:
Processor；And
Memory is stored with computer-readable instruction on the memory, and the computer-readable instruction is by the processing
Device realizes foregoing method when executing.
The present invention also provides a kind of computer readable storage mediums, are stored thereon with computer program, the computer journey
Foregoing method is realized when sequence is executed by processor.
It should be understood that the present invention is not limited to the precise structure already described above and shown in the accompanying drawings, and
And various modifications and change can executed without departing from the scope.The scope of the present invention is limited only by the attached claims.
Claims (10)
1. a kind of advertisement placement method based on big data, which is characterized in that the described method includes:
Self-service dispensings of advertisement carried out for triggering, which obtains, launches scene, and the dispensings scene indicates the advertisement dispensing page and described
The advertisement position on the page is launched in advertisement；
The self-service dispensing of the advertisement is executed in the dispensing scene, so that page quilt is launched in the advertisement for launching scene instruction
Display of the advertisement on given ad position is carried out after display；
The collection of user click data is carried out for the advertisement of dispensing；
After obtaining the matching degree between user and advertisement according to the user click data of collection, according to the matching journey
The performed advertisement of degree optimization is launched.
2. the method according to claim 1, wherein the self-service dispensing of advertisement carried out for triggering is obtained and is launched
Scene, comprising:
Receiving advertiser selects the advertisement carried out to launch operation, and advertiser's currently self-service throwing described in operation instruction is launched in the advertisement
The advertising information put；
The advertisement dispensing operation is responded, is launched to the self-service specified dispensing scene/recommendation of dispensing acquisition of advertisement carried out is triggered
Scene.
3. the method according to claim 1, wherein described execute the self-service of the advertisement in the dispensing scene
It launches, so that the advertisement for launching scene instruction launches after the page is shown and carries out the advertisement on given ad position
Before display, the method also includes:
Obtain advertiser be institute triggering carry out advertisement it is self-service dispensing configure dispensing content and the release time and/or target use
Family.
4. according to the method described in claim 3, it is characterized in that, described execute the self-service of the advertisement in the dispensing scene
It launches, so that the advertisement for launching scene instruction launches after the page is shown and carries out the advertisement on given ad position
Display, comprising:
The advertisement position on the page and the advertisement dispensing page is launched according to the advertisement of the dispensing scene instruction, when according to launching
Between and/or target user the advertisement launch the page on advertisement position loaded and displayed launch content.
5. the method according to claim 1, wherein the advertisement to launch carries out user click data
Collection, comprising:
The dispensing content carried out is shown, the collection for carrying out user click data is buried by deployment.
6. according to the method described in claim 5, passing through deployment it is characterized in that, described show the dispensing content carried out
Bury the collection for carrying out user click data, comprising:
User is received to the clicking operation of the dispensing content of display, user's hits are updated according to the clicking operation
Number is opened in advertisement in；Or
User is received to the shutoff operation of the dispensing content of display, user's hits are updated according to the shutoff operation
Number is closed in advertisement in.
7. the method according to claim 1, wherein described used according to the user click data of collection
After matching degree between family and advertisement, according to matching degree optimization, performed advertisement is launched, comprising:
Number is opened according to the advertisement in the user click data and advertisement is closed number and is calculated between user and advertisement
Matching degree after, be that the advertisement real-time optimization target user of self-service dispensing, advertisement are launched according to the matching degree
Scene is launched in time and/or advertisement.
8. a kind of advertisement delivery device based on big data, which is characterized in that described device includes:
Scene obtains module, and the self-service dispensing of the advertisement for carrying out for triggering, which obtains, launches scene, and the dispensing scene instruction is wide
Accuse the advertisement position launched on the page and the advertisement dispensing page；
Putting module, for executing the self-service dispensing of the advertisement in the dispensing scene, so that described launch what scene indicated
Advertisement launches after the page is shown and carries out display of the advertisement on given ad position；
Data acquisition module, for the collection for the advertisement progress user click data launched；
Optimization module, after obtaining the matching degree between user and advertisement for the user click data according to collection,
According to matching degree optimization, performed advertisement is launched.
9. a kind of electronic equipment characterized by comprising
Processor；And
Memory is stored with computer-readable instruction on the memory, and the computer-readable instruction is held by the processor
Method as described in any one of claim 1 to 7 is realized when row.
10. a kind of computer readable storage medium, is stored thereon with computer program, the computer program is executed by processor
Shi Shixian method as described in any one of claim 1 to 7.
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