CN111724181A - Information pushing method, device, medium and electronic equipment - Google Patents

Information pushing method, device, medium and electronic equipment Download PDF

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Publication number
CN111724181A
CN111724181A CN201910209658.6A CN201910209658A CN111724181A CN 111724181 A CN111724181 A CN 111724181A CN 201910209658 A CN201910209658 A CN 201910209658A CN 111724181 A CN111724181 A CN 111724181A
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budget
push
plan
bidding
pushing
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梅宗山
寿如阳
杜海洋
姚康
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Beijing Wodong Tianjun Information Technology Co Ltd
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    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G06Q30/0275—Auctions
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    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0272—Period of advertisement exposure

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Abstract

The embodiment of the invention provides an information pushing method, an information pushing device, an information pushing medium and electronic equipment, wherein the information pushing method comprises the following steps: obtaining a push plan of push information, and calculating the budget average consumption rate of the push plan in a first time period; determining an engagement index of a push plan for engaging in a bidding system based on the budget average consumption rate and the current residual budget; and adjusting the original bid price of the push plan according to the engagement index, and executing the push plan to realize information push based on the engagement index and the adjusted bid price. The technical scheme of the embodiment of the invention combines the advantages of bidding adjustment and participation adjustment in the super-broadcast control, provides a more flexible and balanced control means, greatly simplifies the system architecture and facilitates the adjustment of the super-broadcast effect.

Description

Information pushing method, device, medium and electronic equipment
Technical Field
The invention relates to the technical field of advertisement pushing, in particular to a method, a device, a medium and electronic equipment for pushing information.
Background
The super-broadcast control module is an indispensable component of an online advertising system and is used for judging whether the fund budget of an advertising unit is about to be consumed or not, identifying the advertisement about to be hit or the advertisement which has been hit due to the fund consumption and informing other modules of stopping serving the advertisement.
Currently, there are two main schemes in the industry to implement the control of the advertisement over-broadcasting:
1) rate control based on bid adjustment: when the super-broadcast control system judges that the plan budget is about to be consumed, a signal for reducing the bidding price is sent to the broadcast system. The effect of reducing bids is to reduce the spending rate on the one hand, the lower bids and the lower consumptions if the amount of display clicks won per unit time plan is not changed, and to reduce the success rate of bids on the other hand, the lower bids in a real-time bidding system are more difficult to win the display click opportunities, so the amount of display clicks obtained per unit time is also reduced. However, the method has the disadvantages of mutual influence among plans, the change of the bidding success rate depends on the strategy of other plans in a competitive group, and the change of the bidding is also not beneficial to the effect evaluation of other modules.
2) Rate control based on bid rate: the super-broadcast control system sends a signal for reducing the bid rate to the broadcast system, and the broadcast system randomly refuses to participate in certain bidding according to the bid rate in the signal. In the process of the downward adjustment of the bidding rate, the plan gradually loses the bidding opportunity, and the spending rate is slowed down. However, the method has the disadvantage that the regulating and reducing effect is easily interfered and discontinuous under the scene of large bid fluctuation.
It is to be noted that the information disclosed in the above background section is only for enhancement of understanding of the background of the present invention and therefore may include information that does not constitute prior art known to a person of ordinary skill in the art.
Disclosure of Invention
An object of embodiments of the present invention is to provide a method, an apparatus, a medium, and an electronic device for pushing information, so as to overcome one or more problems in the related art, at least to some extent.
Additional features and advantages of the invention will be set forth in the detailed description which follows, or may be learned by practice of the invention.
According to a first aspect of the embodiments of the present invention, there is provided a method for pushing information, including:
obtaining a push plan of push information, and calculating the budget average consumption rate of the push plan in a first time period;
determining an engagement index of a push plan for engaging in a bidding system based on the budget average consumption rate and the current residual budget;
and adjusting the original bid price of the push plan according to the engagement index, and executing the push plan to realize information push based on the engagement index and the adjusted bid price.
In an embodiment of the present invention, the obtaining of the push plan of the push information, calculating a budget average consumption rate of the push plan in the first time period, includes:
by the formula:
Figure BDA0002000090140000021
determining an average budget consumption rate for the push plan over a first time period, wherein,
Figure BDA0002000090140000025
representing budget average consumption rate, C representing push plan, sC，tRepresenting the consumption of the push plan at time T, T representing the first time period.
In an embodiment of the present invention, the determining an engagement index of the push plan engaging in the bidding system based on the budget average consumption rate and the current residual budget includes:
calculating the consumption time of the current residual budget from consumption to zero according to the average consumption rate of the budget and the current residual budget;
calculating an engagement index of the push plan engaging the bidding system according to the budget average consumption rate, the current residual budget and the consumption time, wherein the engagement index is calculated according to a formula:
Figure BDA0002000090140000022
and calculating to obtain the participation index, wherein,
Figure BDA0002000090140000026
the indication of the degree of engagement is,
Figure BDA0002000090140000023
representing the budget average consumption rate, MC,balRepresents the current residual budget, θC,TWhich represents the time of consumption of the liquid,
Figure BDA0002000090140000024
has a value range of [0.0,1.0 ]]。
In an embodiment of the present invention, the adjusting the bids of the pushing plans according to the engagement degree index includes:
by the formula
Figure BDA0002000090140000031
Adjusting bids for push plans, wherein bC,t,adjIndicating adjusted bids, bC,t,oriRepresenting the original bid of the push plan,
Figure BDA0002000090140000032
indicating an engagement index.
In an embodiment of the present invention, the executing push plan implementation information push based on the engagement index and the adjusted bid includes:
judging whether to participate and adjusting the bidding of each display point according to the participation index;
after the showing points participating in bidding are determined, bidding of the bidding participating showing points is used;
and when the bidding succeeds, displaying the push information at the corresponding display point.
According to a second aspect of the embodiments of the present invention, there is provided an information pushing apparatus, including:
the calculation module is used for obtaining a push plan of push information and calculating the budget average consumption rate of the push plan in a first time period;
the determining module is used for determining the participation index of the push plan participating in the bidding system based on the budget average consumption rate and the current residual budget;
and the distribution module is used for adjusting the original bid price of the push plan according to the participation index and executing the push plan to realize information push based on the participation index and the adjusted bid price.
In an embodiment of the present invention, the calculating module is configured to:
by the formula:
Figure BDA0002000090140000033
determining an average budget consumption rate for the push plan over a first time period, wherein,
Figure BDA0002000090140000034
representing budget average consumption rate, C representing push plan, sC，tRepresenting the consumption of the push plan at time T, T representing the first time period.
In an embodiment of the invention, the determining module is configured to:
calculating the consumption time of the current residual budget from consumption to zero according to the average consumption rate of the budget and the current residual budget;
calculating an engagement index of the push plan engaging the bidding system according to the budget average consumption rate, the current residual budget and the consumption time, wherein the engagement index is calculated according to a formula:
Figure BDA0002000090140000041
calculating to obtain ginsengAnd a degree index, wherein,
Figure BDA0002000090140000042
the indication of the degree of engagement is,
Figure BDA0002000090140000043
representing the budget average consumption rate, MC,balRepresents the current residual budget, θC,TWhich represents the time of consumption of the liquid,
Figure BDA0002000090140000044
has a value range of [0.0,1.0 ]]。
In an embodiment of the present invention, the allocation module is configured to:
by the formula
Figure BDA0002000090140000045
Adjusting bids for push plans, wherein bC,t,adjIndicating adjusted bids, bC,t,oriRepresenting the original bid of the push plan,
Figure BDA0002000090140000046
indicating an engagement index.
In an embodiment of the present invention, the apparatus further includes:
the execution module is used for judging whether to participate and adjusting the bidding of each display point according to the participation index; after the showing points participating in bidding are determined, bidding of the bidding participating showing points is used; and when the bidding succeeds, displaying the push information at the corresponding display point.
According to a third aspect of embodiments of the present invention, there is provided a computer-readable medium, on which a computer program is stored, which when executed by a processor, implements the method for pushing information according to the first aspect of the embodiments.
According to a fourth aspect of embodiments of the present invention, there is provided an electronic apparatus, including: one or more processors; a storage device for storing one or more programs, which when executed by one or more processors, cause the one or more processors to implement the method for pushing information according to the first aspect of the embodiments.
The technical scheme provided by the embodiment of the invention has the following beneficial effects:
the embodiment of the invention provides an information pushing method, an information pushing device, an information pushing medium and electronic equipment, wherein the information pushing method comprises the following steps: obtaining a push plan of push information, and calculating the budget average consumption rate of the push plan in a first time period; determining an engagement index of a push plan for engaging in a bidding system based on the budget average consumption rate and the current residual budget; and adjusting the original bid price of the push plan according to the engagement index, and executing the push plan to realize information push based on the engagement index and the adjusted bid price. The technical scheme of the embodiment of the invention combines the advantages of bidding adjustment and participation adjustment in the super-broadcast control, provides a more flexible and balanced control means, greatly simplifies the system architecture and facilitates the adjustment of the super-broadcast effect.
It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the invention, as claimed.
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The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the invention and together with the description, serve to explain the principles of the invention. It is obvious that the drawings in the following description are only some embodiments of the invention, and that for a person skilled in the art, other drawings can be derived from them without inventive effort. In the drawings:
FIG. 1 schematically illustrates a flow diagram of advertisement library updating;
fig. 2 schematically shows a flow chart of a push method of information according to an embodiment of the invention;
fig. 3 is a schematic flow chart illustrating a process of ranking fast and slow team information in a method for pushing information according to an embodiment of the present invention;
FIG. 4 illustrates a schematic structural diagram of a computer system suitable for use with the electronic device to implement an embodiment of the invention.
Detailed Description
Example embodiments will now be described more fully with reference to the accompanying drawings. Example embodiments may, however, be embodied in many different forms and should not be construed as limited to the examples set forth herein; rather, these embodiments are provided so that this disclosure will be thorough and complete, and will fully convey the concept of example embodiments to those skilled in the art.
Furthermore, the described features, structures, or characteristics may be combined in any suitable manner in one or more embodiments. In the following description, numerous specific details are provided to provide a thorough understanding of embodiments of the invention. One skilled in the relevant art will recognize, however, that the invention may be practiced without one or more of the specific details, or with other methods, components, devices, steps, and so forth. In other instances, well-known methods, devices, implementations or operations have not been shown or described in detail to avoid obscuring aspects of the invention.
The block diagrams shown in the figures are functional entities only and do not necessarily correspond to physically separate entities. I.e. these functional entities may be implemented in the form of software, or in one or more hardware modules or integrated circuits, or in different networks and/or processor means and/or microcontroller means.
The flow charts shown in the drawings are merely illustrative and do not necessarily include all of the contents and operations/steps, nor do they necessarily have to be performed in the order described. For example, some operations/steps may be decomposed, and some operations/steps may be combined or partially combined, so that the actual execution sequence may be changed according to the actual situation.
Fig. 1 schematically shows a flow chart of a push method of information according to an embodiment of the invention.
Referring to fig. 1, a method for pushing information according to an embodiment of the present invention includes the following steps:
s101, obtaining a push plan of push information, and calculating the budget average consumption rate of the push plan in a first time period;
s102, determining the participation index of the push plan participating in the bidding system based on the budget average consumption rate and the current residual budget;
s103, adjusting the original bid price of the push plan according to the participation index, and executing the push plan to realize information push based on the participation index and the adjusted bid price.
The embodiment of the invention provides an information pushing method, an information pushing device, an information pushing medium and electronic equipment, wherein the information pushing method comprises the following steps: obtaining a push plan of push information, and calculating the budget average consumption rate of the push plan in a first time period; determining an engagement index of a push plan for engaging in a bidding system based on the budget average consumption rate and the current residual budget; and adjusting the original bidding price of the pushing plan according to the participation index, and executing the pushing plan based on the participation index and the adjusted bidding price to realize information pushing. The technical scheme of the embodiment of the invention combines the advantages of bidding adjustment and participation adjustment in the super-broadcast control, provides a more flexible and balanced control means, greatly simplifies the system architecture and facilitates the adjustment of the super-broadcast effect.
Hereinafter, each step of the information pushing method in the present exemplary embodiment will be described in more detail with reference to the drawings and examples.
In step S110, a push schedule of push information is obtained, and a budget average consumption rate of the push schedule in the first time period is calculated.
In one embodiment of the present invention, most online platforms allow advertisers to divide advertising material into units for ease of management, referred to herein as plans (campaigns), on which the advertiser can set a Budget (Budget) to limit its total spending, the Budget consisting of a Quota (Quota) and a validity Period (Valid Period). On the advertisement platform, once online activation is planned, user reach and interaction opportunities are obtained through advertisement presentation (Impression) or Click (Click), and charging is started at the same time. The value of the exposure and the Click is defined by a thousand exposure value (CPM, Cost per Mille-impression) and a Click value (CPC, Cost per Click), and a specific numerical value can be a contract (GD) agreement or dynamically calculated by Real-Time Bidding (RTB).
In one embodiment of the invention, the budget consumed for successful presentation point bidding once at time t may be defined as sC，tThen the average consumption rate of the budget over the T period can be calculated by equation (1):
Figure BDA0002000090140000071
wherein the content of the first and second substances,
Figure BDA0002000090140000072
representing budget average consumption rate, C representing push plan, sC，tRepresenting the consumption of the push plan at time T, T representing the first time period.
In step S102, an engagement index of the push plan engaging the bidding system is determined based on the budget average consumption rate and the current remaining budget.
In an embodiment of the present invention, the consumption time of the current residual budget to zero is calculated according to the budget average consumption rate and the current residual budget, specifically, the time taken by the residual budget to consume to zero is calculated by dividing the residual budget by the budget average consumption rate;
in one embodiment of the invention, an engagement index of the push plan engaging the bidding system is calculated according to the budget average consumption rate, the current residual budget and the calculated consumption time, wherein the engagement index is obtained by calculating the formula (2):
Figure BDA0002000090140000073
wherein the content of the first and second substances,
Figure BDA0002000090140000074
the indication of the degree of engagement is,
Figure BDA0002000090140000075
representing the budget average consumption rate, MC,balRepresents the current residual budget, θC,TWhich represents the time of consumption of the liquid,
Figure BDA0002000090140000076
has a value range of [0.0,1.0 ]]And min represents taking the minimum value.
In an embodiment of the present invention, the larger the value of the time consumed by the calculation of the residual budget is, the earlier the time for the super-broadcast system to transmit the down-regulation control instruction is, and conversely, the smaller the value of the time consumed by the residual budget is, the later the time for the super-broadcast system to transmit the down-regulation control instruction is.
In an embodiment of the present invention, the time consumed by the residual budget can be used to control the online time of the push plan in practical applications, since sC，tThe bid is different from the original bid provided by the push plan, and can be information available to the super-broadcast control system, and the calculation can be independently completed, and only the engagement index needs to be sent to the bidding system, and the bidding system directly acts on the bidding.
In step S103, the original bid of the push plan is adjusted according to the engagement index, and the push of the push plan implementation information is executed based on the engagement index and the adjusted bid.
In one embodiment of the invention, the bids of the push plan are adjusted by the following equation (3):
Figure BDA0002000090140000081
wherein, bC,t,adjIndicating adjusted bids, bC,t,oriRepresenting the original bid of the push plan,
Figure BDA0002000090140000085
indicating an engagement index.
In one embodiment of the invention, the budget defined for a certain push plan C in the bidding system is MC,budConsumption of budget MC,spdThen residual budget MC,bal＝max(0,MC,bud-MC,spd) Since the bidding system achieves the super-broadcast control by modifying the bid, the original bid for one bid at t time is defined as bC,t,oriThe adjusted initial bid is
Figure BDA0002000090140000082
Wherein b isC,t,adj∈(0.0,bC,t,ori) Parameter θC,NThe action limit is when the residual budget MC,balWith original bid bC,t,oriPlayable requests for ultimate consumption considerations are less than θC,NWhen it is started, start bC,t,ori(iii) Down-Regulation. ThetaC,NThe larger the down regulation, the earlier the start, and vice versa, the smaller the start. In practical application, bid fluctuation in the RTB service is often large (especially, there is often a bid gap of more than 10 times in crowd orientation), the estimation and control of the playing time is stronger than the playing time control, in order to emphasize the retention time of the push plan, the bids in different sections are scaled in equal proportion, so that the control effect changes more smoothly, and the formula (4) is adjusted:
Figure BDA0002000090140000083
obtaining formula (5):
Figure BDA0002000090140000084
wherein, bC,t,adj∈[0.0,bC,t,ori]。
In one embodiment of the invention, b is adjusted by linear difference to realize fine adjustment of the super-broadcast controlC,t,adjAnd fusing with the bidding influenced by the engagement index to obtain a formula (6):
Figure BDA0002000090140000091
wherein λ isC∈[0.0,1.0](ii) a The above equation (6) is a discontinuous equation, the first half is the adjustment for the microscopic super-seeding, the second half is the adjustment for the macroscopic super-seeding, and the equation has continuity only in the statistical sense, and the weight of the two parts passes through the parameter lambdaCBalance, if the pushing plan C is CPM pricing or the putting amount is sufficient, the macro control effect is better, and the small lambda can be adjustedC(ii) a Otherwise, if CPC pricing, small playing amount and large bid fluctuation are adopted, micro control is needed, and lambda can be adjusted to be largeC(ii) a Still further, consider that λ can be scaled up when the residual budget is still sufficient relative to the average bidCOtherwise, the lambda needs to be reducedC。
In one embodiment of the present invention, based on the foregoing scheme, λ isCAnd
Figure BDA0002000090140000094
making a correlation betweenCFollowed by
Figure BDA0002000090140000092
The monotone decreasing relation of course, at the same time, order
Figure BDA0002000090140000093
The above formula (3) is obtained by further adjusting the formula (6).
In one embodiment of the invention, whether to participate and adjust the bidding of each display point is judged according to the participation index; after the showing points participating in bidding are determined, bidding of the bidding participating showing points is used; and when the bidding succeeds, displaying the push information at the corresponding display point.
In one embodiment of the present invention, the real-time online advertising system is a system with feedback. A simplified example is: the advertisement service sends the click and display log with bidding price to the downstream, the charging system calculates the charging amount according to the bidding and charging service logic and transfers money from the capital account of the advertiser in real time, the super-broadcasting system receives the charging log and judges whether the advertisement plan needs offline intervention according to the accumulated cost and the budget setting, the indexing system receives a super-broadcasting signal and removes the advertisement material corresponding to the plan from the index, and the broadcasting system cannot obtain the material of the plan from the index when responding to the front-end advertisement request, so that the plan is shut down. It is easy to note that if a presentation click causes the projected cumulative cost to exceed the budget quota (i.e., hit), the broadcast system will continue to broadcast the projected advertisement until the presentation click event enters the billing system, the overspray system, and the system senses the overspray. System latency and Data log lag (Data lag) require the oversubscription System to pre-judge the oversubscription risk in advance.
The information pushing method provided by the embodiment of the invention can be applied to the super-broadcast control function of the RTB advertisement business inside and outside the Jingdong station. The online advertising system in the Jingdong combines pricing modes such as CPM and CPC, has various business forms, and provides putting means such as crowd orientation, keyword bid price overflow and the like. After the algorithm module and the service logic are reconstructed by the method, the system architecture is greatly simplified, the adjustment of the super-broadcast effect is more convenient, and a more flexible and balanced control means is provided.
Fig. 2 schematically shows a system framework diagram for implementing a push method of information according to an embodiment of the present invention.
Referring to fig. 2, a system framework for implementing a push method of information according to an embodiment of the present invention includes: a super-broadcast control system 201, an indexing system 202 and an advertising system other module 203; wherein the content of the first and second substances,
the super-broadcast control system 201 specifically includes: an event processing flow module 2011, a status management module 2012, and an engagement index algorithm module 2013, wherein,
the event processing flow module 2011 is configured to calculate an average consumption rate of the budget in the first time period and send the average consumption rate to the engagement index algorithm module 2013;
the state management module 2012 is configured to calculate the current remaining budget and send the current remaining budget to the participation index algorithm module 2013;
the participation index algorithm module 2013 is used for calculating the participation index of the push plan participating in the bidding system according to the budget average consumption rate, the current residual budget and the consumption time, and sending the participation index to the information queues connected with the super-broadcast control system 201 and the indexing system 202;
the indexing system 202 specifically includes: a bidding algorithm module 2021 and a memory 2022, wherein,
the memory 2022 is used to buffer the received engagement index;
the bidding algorithm module 2021 is configured to retrieve the engagement index from the memory 2022, adjust an original bid of the pushing plan according to the engagement index, and execute pushing of the pushing plan implementation information based on the engagement index and the adjusted bid.
For details that are not disclosed in the embodiment of the apparatus of the present invention, please refer to the above-mentioned information push method of the present invention for the details that are not disclosed in the embodiment of the apparatus of the present invention, because each functional module of the system framework that implements the information push method of the present invention corresponds to the steps of the above-mentioned information push method.
The following describes an embodiment of the apparatus of the present invention, which can be used to execute the above-mentioned information push method of the present invention.
Fig. 3 schematically shows a block diagram of a pushing device of information according to an embodiment of the invention.
Referring to fig. 3, a push apparatus 300 for information according to an embodiment of the present invention includes:
a calculating module 301, configured to obtain a push plan of the push information, and calculate a budget average consumption rate of the push plan in a first time period;
a determining module 302, configured to determine an engagement index of the push plan engaging in the bidding system based on the budget average consumption rate and the current residual budget;
the allocating module 303 is configured to adjust an original bid of the push plan according to the engagement index, and execute the push plan to realize information push based on the engagement index and the adjusted bid.
In an embodiment of the present invention, the calculating module 301 is configured to:
by the formula:
Figure BDA0002000090140000111
determining an average budget consumption rate for the push plan over a first time period, wherein,
Figure BDA0002000090140000118
representing budget average consumption rate, C representing push plan, sC，tRepresenting the consumption of the push plan at time T, T representing the first time period.
In an embodiment of the present invention, the determining module 302 is configured to:
calculating the consumption time of the current residual budget from consumption to zero according to the average consumption rate of the budget and the current residual budget;
calculating an engagement index of the push plan engaging the bidding system according to the budget average consumption rate, the current residual budget and the consumption time, wherein the engagement index is calculated according to a formula:
Figure BDA0002000090140000112
and calculating to obtain the participation index, wherein,
Figure BDA0002000090140000113
the indication of the degree of engagement is,
Figure BDA0002000090140000114
representing the budget average consumption rate, MC,balRepresents the current residual budget, θC,TWhich represents the time of consumption of the liquid,
Figure BDA0002000090140000115
has a value range of [0.0,1.0 ]]。
In an embodiment of the present invention, the allocating module 303 is configured to:
by the formula
Figure BDA0002000090140000116
Adjusting bids for push plans, wherein bC,t,adjIndicating adjusted bids, bC,t,oriRepresenting the original bid of the push plan,
Figure BDA0002000090140000117
indicating an engagement index.
In an embodiment of the present invention, the apparatus further includes:
the execution module 304 is configured to determine whether to participate in and adjust bids of the display points according to the participation degree index; after the showing points participating in bidding are determined, bidding of the bidding participating showing points is used; and when the bidding succeeds, displaying the push information at the corresponding display point.
For details that are not disclosed in the embodiments of the apparatus of the present invention, please refer to the above-mentioned method of pushing information of the present invention for the reason that each functional module of the apparatus of pushing information of the present invention corresponds to the steps of the above-mentioned method of pushing information.
Referring now to FIG. 4, a block diagram of a computer system 400 suitable for use with the electronic device implementing an embodiment of the invention is shown. The computer system 400 of the electronic device shown in fig. 4 is only an example, and should not bring any limitation to the function and the scope of use of the embodiments of the present invention.
As shown in fig. 4, the computer system 400 includes a Central Processing Unit (CPU)401 that can perform various appropriate actions and processes in accordance with a program stored in a Read Only Memory (ROM)402 or a program loaded from a storage section 408 into a Random Access Memory (RAM) 403. In the RAM 403, various programs and data necessary for system operation are also stored. The CPU401, ROM 402, and RAM 403 are connected to each other via a bus 404. An input/output (I/O) interface 405 is also connected to bus 404.
The following components are connected to the I/O interface 405: an input section 406 including a keyboard, a mouse, and the like; an output section 407 including a display device such as a Cathode Ray Tube (CRT), a Liquid Crystal Display (LCD), and the like, and a speaker; a storage section 408 including a hard disk and the like; and a communication section 409 including a network interface card such as a LAN card, a modem, or the like. The communication section 409 performs communication processing via a network such as the internet. A driver 410 is also connected to the I/O interface 405 as needed. A removable medium 411 such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, or the like is mounted on the drive 410 as necessary, so that a computer program read out therefrom is mounted into the storage section 408 as necessary.
In particular, according to an embodiment of the present invention, the processes described above with reference to the flowcharts may be implemented as computer software programs. For example, embodiments of the invention include a computer program product comprising a computer program embodied on a computer-readable medium, the computer program comprising program code for performing the method illustrated in the flow chart. In such an embodiment, the computer program may be downloaded and installed from a network through the communication section 409, and/or installed from the removable medium 411. The above-described functions defined in the system of the present application are executed when the computer program is executed by a Central Processing Unit (CPU) 401.
It should be noted that the computer readable medium shown in the present invention can be a computer readable signal medium or a computer readable storage medium or any combination of the two. The computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor device or apparatus, or any combination of the foregoing. More specific examples of the computer readable storage medium may include, but are not limited to: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the present invention, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution apparatus or device. In the present invention, however, a computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated data signal may take many forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof. A computer readable signal medium may also be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution apparatus or device. Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, fiber optic cable, RF, etc., or any suitable combination of the foregoing.
The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of methods and computer program products according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams or flowchart illustration, and combinations of blocks in the block diagrams or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
The units described in the embodiments of the present invention may be implemented by software, or may be implemented by hardware, and the described units may also be disposed in a processor. Wherein the names of the elements do not in some way constitute a limitation on the elements themselves.
As another aspect, the present application also provides a computer-readable medium, which may be contained in the electronic device described in the above embodiments; or may exist separately without being assembled into the electronic device. The computer readable medium carries one or more programs, and when the one or more programs are executed by the electronic device, the electronic device is enabled to implement the information push method in the embodiment.
For example, the electronic device described above may implement as shown in fig. 1: s101, obtaining a push plan of push information, and calculating the budget average consumption rate of the push plan in a first time period; s102, determining the participation index of the push plan participating in the bidding system based on the budget average consumption rate and the current residual budget; s103, allocating budgets for the push plans according to the participation indexes, and executing the push of the push plan implementation information based on the participation indexes and the budgets.
It should be noted that although in the above detailed description several modules or units of the device for action execution are mentioned, such a division is not mandatory. Indeed, the features and functionality of two or more modules or units described above may be embodied in one module or unit, according to embodiments of the invention. Conversely, the features and functions of one module or unit described above may be further divided into embodiments by a plurality of modules or units.
Through the above description of the embodiments, those skilled in the art will readily understand that the exemplary embodiments described herein may be implemented by software, or by software in combination with necessary hardware. Therefore, the technical solution according to the embodiment of the present invention can be embodied in the form of a software product, which can be stored in a non-volatile storage medium (which can be a CD-ROM, a usb disk, a removable hard disk, etc.) or on a network, and includes several instructions to enable a computing device (which can be a personal computer, a server, a touch terminal, or a network device, etc.) to execute the method according to the embodiment of the present invention.
Other embodiments of the invention will be apparent to those skilled in the art from consideration of the specification and practice of the invention disclosed herein. This application is intended to cover any variations, uses, or adaptations of the invention following, in general, the principles of the invention and including such departures from the present disclosure as come within known or customary practice within the art to which the invention pertains. It is intended that the specification and examples be considered as exemplary only, with a true scope and spirit of the invention being indicated by the following claims.
It will be understood that the invention is not limited to the precise arrangements described above and shown in the drawings and that various modifications and changes may be made without departing from the scope thereof. The scope of the invention is limited only by the appended claims.

Claims (12)

1. A method for pushing information is characterized by comprising the following steps:
obtaining a push plan of push information, and calculating the budget average consumption rate of the push plan in a first time period;
determining an engagement index of the push plan engaging the bidding system based on the budget average consumption rate and the current residual budget;
and adjusting the original bidding price of the pushing plan according to the participation index, and executing the pushing of the pushing plan realization information based on the participation index and the adjusted bidding price.
2. The information pushing method according to claim 1, wherein the obtaining a pushing plan for pushing information and calculating a budget average consumption rate of the pushing plan in a first time period comprises:
by the formula:
Figure FDA0002000090130000011
determining a budget average consumption rate of the push plan over a first time period, wherein,
Figure FDA0002000090130000012
representing budget average consumption rate, C representing push plan, sC，tRepresenting the consumption of the push plan at time T, T representing the first time period.
3. The information pushing method according to claim 1, wherein determining an engagement index of the pushing plan engaging the bidding system based on the budget average consumption rate and the current residual budget comprises:
calculating the consumption time of the current residual budget from consumption to zero according to the budget average consumption rate and the current residual budget;
calculating an engagement index of the push plan engaging the bidding system according to the budget average consumption rate, the current residual budget and the consumption time, wherein the engagement index is calculated according to a formula:
Figure FDA0002000090130000013
and calculating to obtain the engagement index, wherein,
Figure FDA0002000090130000014
the indication of the degree of engagement is,
Figure FDA0002000090130000015
representing the budget average consumption rate, MC,balRepresents the current residual budget, θC,TWhich represents the time of consumption of the liquid,
Figure FDA0002000090130000016
has a value range of [0.0,1.0 ]]。
4. The method of pushing information according to claim 1, wherein the adjusting bids of the pushing plans according to the engagement index comprises:
by the formula
Figure FDA0002000090130000021
Adjusting bids of the push plan, wherein bC,t,adjIndicating adjusted bids, bC,t,oriRepresenting the original bid of the push plan,
Figure FDA0002000090130000024
indicating an engagement index.
5. The method of pushing information according to claim 1, wherein said executing the pushing of the push plan implementation information based on the engagement index and the adjusted bid comprises:
judging whether to participate and adjusting the bidding of each display point according to the participation index;
after the display points participating in bidding are determined, the bidding is used for participating in the bidding of the display points;
and when the bidding succeeds, displaying the push information at the corresponding display point.
6. An apparatus for pushing information, comprising:
the calculation module is used for obtaining a push plan of push information and calculating the budget average consumption rate of the push plan in a first time period;
the determining module is used for determining the engagement degree index of the push plan for engaging the bidding system based on the budget average consumption rate and the current residual budget;
and the distribution module is used for adjusting the original bid price of the push plan according to the engagement degree index and executing the push of the push plan realization information based on the engagement degree index and the adjusted bid price.
7. The apparatus for pushing information according to claim 6, wherein the computing module is configured to:
by the formula:
Figure FDA0002000090130000022
determining a budget average consumption rate of the push plan over a first time period, wherein,
Figure FDA0002000090130000023
representing budget average consumption rate, C representing push plan, sC，tRepresenting the consumption of the push plan at time T, T representing the first time period.
8. The apparatus for pushing information according to claim 6, wherein the determining module is configured to:
calculating the consumption time of the current residual budget from consumption to zero according to the budget average consumption rate and the current residual budget;
calculating an engagement index of the push plan engaging the bidding system according to the budget average consumption rate, the current residual budget and the consumption time, wherein the engagement index is calculated according to a formula:
Figure FDA0002000090130000031
and calculating to obtain the engagement index, wherein,
Figure FDA0002000090130000032
the indication of the degree of engagement is,
Figure FDA0002000090130000033
representing the budget average consumption rate, MC,balIndicating the current remaining budget，θC,TWhich represents the time of consumption of the liquid,
Figure FDA0002000090130000034
has a value range of [0.0,1.0 ]]。
9. The apparatus for pushing information according to claim 6, wherein the allocation module is configured to:
by the formula
Figure FDA0002000090130000035
Adjusting bids of the push plan, wherein bC,t,adjIndicating adjusted bids, bC,t,oriRepresenting the original bid of the push plan,
Figure FDA0002000090130000036
indicating an engagement index.
10. The apparatus for pushing information according to claim 6, wherein said apparatus further comprises:
the execution module is used for judging whether to participate and adjusting the bidding of each display point according to the participation degree index; after the display points participating in bidding are determined, the bidding is used for participating in the bidding of the display points; and when the bidding succeeds, displaying the push information at the corresponding display point.
11. A computer-readable medium, on which a computer program is stored, which program, when being executed by a processor, is adapted to carry out a method of pushing information according to any one of claims 1 to 5.
12. An electronic device, comprising:
one or more processors;
storage means for storing one or more programs which, when executed by the one or more processors, cause the one or more processors to implement a method of pushing information as claimed in any one of claims 1 to 5.
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