CN112686695A - Advertisement filling method of advertisement position, advertisement client and electronic equipment - Google Patents
Advertisement filling method of advertisement position, advertisement client and electronic equipment Download PDFInfo
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- CN112686695A CN112686695A CN202011566234.4A CN202011566234A CN112686695A CN 112686695 A CN112686695 A CN 112686695A CN 202011566234 A CN202011566234 A CN 202011566234A CN 112686695 A CN112686695 A CN 112686695A
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Abstract
The specification discloses an advertisement filling method of an advertisement space, an advertisement client and electronic equipment, which are used for solving the problem of uneven advertisement quality of the advertisement space in the prior art. The method comprises the following steps: sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements; receiving advertisement information of a first advertisement returned by an advertisement platform; searching advertisements matched with advertiser information and advertisement keyword information of the first advertisements in a first advertisement information pool corresponding to a first advertisement type of the first advertisements, wherein the first advertisement information pool is used for storing the advertisements, the advertisement quality of which is filled by an advertisement client side meets a preset quality requirement, and the advertisement type of which is the first advertisement type; and if the matched advertisement exists in the first advertisement information pool, filling the first advertisement stored in the first advertisement information pool in the target advertisement position for displaying.
Description
Technical Field
The present disclosure relates to the field of internet technologies, and in particular, to an advertisement filling method for an advertisement slot, an advertisement client, and an electronic device.
Background
With the rise of the internet era, various applications are hundreds of patterns and endless, and developers of applications hope to achieve the purpose of advertisement traffic change through advertisement promotion while acquiring traffic and catching users through the applications.
At present, there are many types of advertisements, but the design mode is not changed from the original mode, and generally, the advertisement is requested to be displayed in the previous operation of the user, and then the advertisement is displayed in the next operation or the next operation page of the user. However, in the existing advertisement request mode, the advertisement with higher price is requested at one step, so that the influence of the advertisement click rate on the advertisement position income is ignored, and the limitation of the advertisement window period on the advertisement request time length is ignored. Therefore, the existing advertisement request mode is single, and advertisements with low advertisement quality can be obtained, so that the benefit of the advertisement space is difficult to guarantee.
Therefore, there is a need for an advertisement filling method for an advertisement space to solve the problem of uneven advertisement quality of the existing advertisement space.
Disclosure of Invention
The embodiment of the specification provides an advertisement filling method of an advertisement space and an advertisement client, so as to solve the problem of uneven advertisement quality of the advertisement space in the prior art.
In order to solve the above technical problem, the embodiments of the present specification are implemented as follows:
in a first aspect, a method for advertisement filling of an advertisement space is provided, the method including:
sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements;
receiving advertisement information of a first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
searching an advertisement matched with advertiser information and advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement with the advertisement quality meeting a preset quality requirement and the advertisement type being the first advertisement type, which is filled by the advertisement client;
and if the first advertisement information pool has matched advertisements, filling the first advertisements stored in the first advertisement information pool in the target advertisement positions for displaying.
In a second aspect, a client is provided, including:
the request module is used for sending a first advertisement acquisition request to the advertisement platform based on a first advertisement acquisition strategy of the target advertisement position so as to acquire the advertisement information of the candidate advertisement;
the receiving module is used for receiving advertisement information of the first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
the searching module is used for searching the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to the first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement which is filled by the advertisement client and has the advertisement quality meeting the preset quality requirement and the advertisement type of the first advertisement type;
and the display module is used for filling the first advertisement stored in the first advertisement information pool in the target advertisement position for display if the first advertisement information pool has the matched advertisement.
In a third aspect, an electronic device is provided, including:
a processor; and
a memory arranged to store computer executable instructions that, when executed, cause the processor to:
sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements;
receiving advertisement information of a first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
searching an advertisement matched with advertiser information and advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement with the advertisement quality meeting a preset quality requirement and the advertisement type being the first advertisement type, which is filled by the advertisement client;
and if the first advertisement information pool has matched advertisements, filling the first advertisements stored in the first advertisement information pool in the target advertisement positions for displaying.
In a fourth aspect, a computer-readable storage medium is presented, storing one or more programs which, when executed by an electronic device comprising a plurality of application programs, cause the electronic device to perform the method of:
sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements;
receiving advertisement information of a first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
searching an advertisement matched with advertiser information and advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement with the advertisement quality meeting a preset quality requirement and the advertisement type being the first advertisement type, which is filled by the advertisement client;
and if the first advertisement information pool has matched advertisements, filling the first advertisements stored in the first advertisement information pool in the target advertisement positions for displaying.
The embodiment of the specification can achieve at least the following technical effects by adopting the technical scheme:
in the advertisement filling method for an advertisement space provided in the embodiments of the present specification, advertisement information of an advertisement with higher quality can be stored by storing an advertisement with quality meeting a preset quality requirement, which is filled by an advertisement client, in a first advertisement information pool; and if the first advertisement information pool has the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement, the first advertisement is displayed, so that the speed of determining the advertisement filled in the target advertisement space is improved, the lower limit of the quality of the advertisement filled in the target advertisement space is limited, and the advertisement quality of the advertisement space is ensured.
Drawings
The accompanying drawings, which are included to provide a further understanding of the specification and are incorporated in and constitute a part of this specification, illustrate embodiments of the specification and together with the description serve to explain the document and not to limit the document inappropriately. In the drawings:
FIG. 1 is a schematic flow chart of an implementation of an advertisement filling method for an advertisement space applied to an advertisement client according to an embodiment of the present disclosure;
FIG. 2 is a schematic flowchart illustrating an application of the advertisement filling method for advertisement slots in an actual scene according to an embodiment of the present disclosure;
FIG. 3 is a schematic structural diagram of an advertisement client according to an embodiment of the present disclosure;
fig. 4 is a schematic structural diagram of an electronic device according to an embodiment of the present disclosure.
Detailed Description
In order to make the objects, technical solutions and advantages of the present disclosure more clear, the technical solutions of the present disclosure will be clearly and completely described below with reference to the specific embodiments of the present disclosure and the accompanying drawings. It is to be understood that the embodiments described are only a few embodiments of the present disclosure, and not all embodiments. All other embodiments obtained by a person skilled in the art without making any inventive step based on the embodiments in this description belong to the protection scope of this document.
The technical solutions provided by the embodiments of the present description are described in detail below with reference to the accompanying drawings.
In order to solve the problem of uneven advertisement quality of an advertisement space in the prior art, an embodiment of the present specification provides an advertisement filling method for an advertisement space.
Optionally, an implementation flow diagram of an advertisement filling method for an advertisement space provided by one or more embodiments of the present specification applied to an advertisement client is shown in fig. 1, and includes:
it should be appreciated that to ensure the ad quality of a targeted ad spot, such that the ad spot revenue is maximized, the approach provided by embodiments of the present specification may configure multiple ad request strategies for the targeted ad spot. For example, the first advertisement acquisition strategy may include a strategy that the advertisement request time is short, so as to improve the advertisement request speed; while the second policy may include a policy that the quality of the ad request is higher to increase the price of the ad presented in the targeted ad slot. In this way, advertisements that meet the quality requirements of the targeted ad spots may be obtained by configuring multiple ad request strategies.
the advertisement information may carry advertisement type, advertiser information, and advertisement keyword information. The advertisement type may include at least one of a presentation form of the advertisement and a presentation content of the advertisement. The display forms of the advertisement can include native, screen insertion, banner, motivation, and screen opening, etc. The advertiser information may include advertiser name and/or advertiser identification, etc. Of course, the advertisement keyword information may also include other keywords capable of distinguishing the advertisement, such as a unique identifier of the advertisement, which is not limited in this specification.
Alternatively, it may be determined whether there is an advertisement in the first advertisement information pool that matches the advertiser information and advertisement keyword information of the first advertisement, and then the target advertisement space is filled with the first advertisement. Then, only the advertisement information of the first advertisement returned by the advertisement platform may be received first to determine whether there is a matching advertisement in the first advertisement information pool, and then when it is determined that the first advertisement is filled in the target advertisement slot, the specific content of the first advertisement is received, so as to avoid that the advertisement client receives redundant data due to the fact that the first advertisement is not shown in the target advertisement slot after the specific content of the first advertisement is received.
Of course, in order to reduce the number of data transmission between the advertisement platform and the advertisement client, the specific content of the first advertisement returned by the advertisement platform may also be received while receiving the advertiser information of the first advertisement returned by the advertisement platform.
the first advertisement information pool can be used for storing the advertisements, the advertisement quality of which is filled by the advertisement client side meets the preset quality requirement, and the advertisement type of which is the first advertisement type.
It should be noted that in the method provided in this specification, a "match" may indicate that the information is consistent, for example, "search for an advertisement in the first advertisement information pool that matches the advertiser information and the advertisement keyword information of the first advertisement" may indicate that an advertisement that is consistent with the advertiser information and the advertisement keyword information of the first advertisement exists in the first advertisement information pool. Of course, "matching" may also mean that the information has the same meaning or the information is of the same type, and the description is not limited thereto.
Alternatively, if a plurality of advertisements in the first advertisement information pool can be distinguished or the advertisement quality of the first advertisement can be determined based on only one of the advertiser information or the advertisement keyword information, an advertisement matching one of the advertiser information or the advertisement keyword information of the first advertisement may also be searched in the first advertisement information pool.
Of course, other advertisement information beneficial to searching for a matching advertisement may also be stored in the advertisement information pool, such as the acquisition time of the advertisement, the filling time of the advertisement, and the like, which is not limited in this specification.
Alternatively, a plurality of advertisement information pools for different advertisement types may be preconfigured, and advertiser information and advertisement keyword information of advertisements, which are all of the same advertisement type, are stored in one advertisement information pool. Then, a first advertisement information pool corresponding to the first advertisement type can be determined from the plurality of advertisement information pools, and then the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement is searched in the first advertisement information pool, so that the searching range of the matched advertisement is greatly reduced.
Optionally, the advertisement information pool may be stored locally at the advertiser so as to record the advertisement with higher advertisement quality filled by the advertiser in time. Of course, the advertising information pool may also be stored in an advertising platform or other server to reduce the storage space footprint of the advertising client.
Optionally, the specific content of the advertisement may be stored in the advertisement information pool, so that when the advertisement platform returns only the advertisement information of the advertisement and does not return the specific content of the advertisement, the specific content of the advertisement may be obtained from the advertisement information pool to be displayed in the advertisement slot. Of course, the specific content of the advertisement may not be stored in the advertisement information pool, so as to reduce the storage space occupied by the advertisement information pool. Especially, when the advertisement information pool is stored locally at the advertisement client, in order to avoid affecting the user experience of the advertisement client, only advertisement information capable of distinguishing a plurality of advertisements in the advertisement information pool, such as advertiser information and advertisement keyword information, may be stored in the advertisement information pool.
And step 140, if the matched advertisement exists in the first advertisement information pool, filling the first advertisement stored in the first advertisement information pool in the target advertisement position for displaying.
It should be understood that if there is an advertisement in the first advertisement information pool that matches the advertisement information of the first advertisement, which may indicate that the first advertisement is an advertisement that the advertiser filled with has a quality meeting a preset quality requirement, the first advertisement may be filled in the target advertisement space.
It should be understood that if there is no advertisement in the first advertisement information pool that matches the advertisement information of the first advertisement, the first advertisement may be an advertisement that was not obtained by the advertiser, may be an advertisement that was obtained by the advertiser but was not filled, and may be an advertisement that was filled by the advertiser but did not meet the preset quality requirement. In either of the three scenarios, it is temporarily impossible to determine whether to fill the first advertisement in the target ad slot.
Alternatively, in the case that the advertisement quality of the first advertisement cannot be determined according to the first advertisement information pool, in order to fill the advertisement with higher quality in the target advertisement space, a request for acquiring a second advertisement may be made to the advertisement platform based on a second advertisement acquisition strategy, so as to fill the advertisement with higher quality in the first advertisement and the second advertisement in the target advertisement space, thereby improving the advertisement quality of the target advertisement space as much as possible.
Optionally, the advertisement information may further include an advertisement quality evaluation index value, and the method provided in this specification may further include: and if the matched advertisement does not exist in the first advertisement information pool, determining the target advertisement based on the advertisement quality evaluation index value of the first advertisement and a second advertisement acquisition strategy of the target advertisement position, wherein the second advertisement acquisition strategy configures a preset quality requirement related to the advertisement quality evaluation index. After the targeted advertisement is determined, the targeted advertisement may be populated for presentation at the targeted ad slot. The advertisement quality evaluation index can be used for evaluating the advertisement quality of the first advertisement and the second advertisement so as to determine the advertisement with higher advertisement quality in the first advertisement and the second advertisement.
It should be understood that the second advertisement obtaining strategy is configured with a preset quality requirement, so that it is ensured that the advertisement quality of the second advertisement obtained based on the second advertisement obtaining strategy meets the preset quality requirement, and the advertisement client is prevented from requesting to obtain the second advertisement with lower advertisement quality.
Alternatively, in order to ensure the advertisement quality of the target advertisement, the second advertisement acquisition policy may be provided with an advertisement quality assessment index lower threshold value, so that the first advertisement is prevented from being filled in the target advertisement slot as a low-quality advertisement by comparing the advertisement quality assessment index value of the first advertisement with the maximum value of the advertisement quality assessment index lower threshold value in the second advertisement policy.
Optionally, in the method provided by the embodiment of the present specification, the second advertisement obtaining policy may be provided with a plurality of advertisement quality evaluation index lower limit thresholds and corresponding advertisement sources, and the second advertisement obtaining policy obtains the candidate advertisements from the corresponding advertisement sources according to the advertisement quality evaluation index lower limit thresholds from high to low. Then, determining the target advertisement based on the advertisement quality evaluation index value of the first advertisement and the second advertisement acquisition policy of the target advertisement spot may include: and if the advertisement quality evaluation index value of the first advertisement is greater than or equal to the maximum value of the advertisement quality evaluation index lower limit threshold value configured by the second advertisement acquisition strategy, determining that the first advertisement is the target advertisement.
It should be noted that an advertiser may include a merchant, business, or individual who wishes to promote their product via advertising; the advertisement source may include an operator who publishes or makes an advertisement; the advertisement platform may include a platform that centralizes a plurality of advertisement sources and a plurality of advertisers and enables advertisement delivery and advertisement data monitoring, which is not limited in this specification. In addition, the advertisement obtained from one advertisement source may be from one advertiser or from a plurality of advertisers, and the present specification does not limit this.
It should be understood that "the advertisement quality evaluation index value of the first advertisement is greater than or equal to the maximum value of the advertisement quality evaluation index lower limit threshold value configured by the second advertisement acquisition policy" may be understood as that the advertisement quality of the first advertisement is greater than or equal to the maximum value of the advertisement quality evaluation index lower limit threshold value in the second advertisement acquisition policy. That is, it can be determined that the first advertisement does not belong to a low quality advertisement, the advertisement quality of the first advertisement satisfying the advertisement quality requirements of the target ad spot.
Optionally, in the method provided by this specification, the determining a target advertisement based on the advertisement quality evaluation index value of the first advertisement and the second advertisement acquisition policy of the target advertisement slot may further include: and if the advertisement quality evaluation index value of the first advertisement is smaller than the maximum value of the advertisement quality evaluation index lower limit threshold value configured by the second advertisement acquisition strategy, sending a second advertisement acquisition request to the advertisement platform based on the second advertisement acquisition strategy to acquire the advertisement information of the candidate advertisement. And if the advertisement information of the second advertisement returned by the advertisement platform is received within the preset time and the advertisement quality evaluation index value of the received second advertisement is greater than or equal to the advertisement quality evaluation index value of the first advertisement, determining that the second advertisement is the target advertisement.
It should be understood that "the advertisement quality assessment index value of the first advertisement is smaller than the maximum value of the advertisement quality assessment index lower limit threshold configured by the second advertisement acquisition policy" may be understood as that the advertisement quality of the first advertisement is lower than the advertisement quality of the second advertisement corresponding to the maximum value of the advertisement quality assessment index lower limit threshold in the second advertisement acquisition policy, but it may not necessarily be determined that the advertisement quality of the first advertisement is lower than the advertisement quality of the second advertisement. At this time, it may be requested to acquire advertisement information of the second advertisement, and further compare advertisement quality evaluation index values of the first advertisement and the second advertisement, thereby determining an advertisement with higher advertisement quality in the first advertisement and the second advertisement.
Alternatively, in order to avoid missing an advertisement whose advertisement quality filled by the target advertisement spot meets a preset quality requirement, the advertisement information of the second advertisement whose advertisement quality evaluation index value is greater than or equal to the first advertisement may be stored in the advertisement information pool, so as to determine whether the advertisement information of the first advertisement requested to be acquired exists in the advertisement information pool thereafter.
Optionally, the method provided in the embodiments of the present specification may further include: and storing the advertisement information of the second advertisement into an advertisement information pool corresponding to the advertisement type of the second advertisement based on the advertiser information and the advertisement keyword information of the second advertisement, so that the advertiser information and the advertisement keyword information can be used as indexes for searching the advertisement matched with the advertisement information of the first advertisement.
It should be understood that if the advertisement type of the next first advertisement acquired by the advertiser for the target advertisement slot request is the same as the advertisement type of the second advertisement, the advertisement information pool storing the advertiser information and the advertisement keyword information of the second advertisement may be used as a new first advertisement information pool.
It should be understood that, since the second advertisement obtaining policy may set the lower threshold of the advertisement quality assessment index, the advertisement platform may not return the second advertisement, or the returned advertisement quality assessment index value of the second advertisement is smaller than the advertisement quality assessment index value of the first advertisement, and in order to ensure that the target advertisement space can be successfully filled with the advertisement, the target advertisement space is filled with the first advertisement.
Optionally, in the method provided in this specification, the determining a target advertisement based on the advertisement quality evaluation index value of the first advertisement and the second advertisement acquisition policy of the target advertisement slot may further include: and if the advertisement information of the second advertisement returned by the advertisement platform is not received within the preset time, or the advertisement quality evaluation index value of the received second advertisement is smaller than the advertisement quality evaluation index value of the first advertisement, determining that the first advertisement is the target advertisement.
It should be appreciated that in order to satisfy the promotion demand of advertisers for their goods, advertisers will update the specific content of their advertisements, and even delete old advertisements, and provide new advertisements. The advertisement information stored in the advertisement information pool may be the advertisement information of the advertisement filled by the advertisement client in the near time, such as the advertisement information of the advertisement filled by the advertisement client in the near week; it may also be advertising information for an advertisement that the advertiser filled long ago, such as an advertisement that the advertiser filled a month ago. This results in the fact that the advertiser information and the advertisement header information do not necessarily determine whether the advertisement is still available.
Therefore, in order to ensure that the advertisement information stored in the advertisement information pool is all valid, the valid time may be configured for the advertisement information stored in the advertisement information pool. Then, when the target advertisement space is filled with the first advertisement, the effective time of the advertisement information of the first advertisement in the advertisement information pool can be updated to prolong the effective time of the advertisement information of the first advertisement in the advertisement information pool.
Correspondingly, when the advertisement information of the second advertisement is stored in the information pool corresponding to the second advertisement, the effective time of the second advertisement can also be correspondingly stored.
Optionally, in the method provided by the embodiment of the present specification, the advertisement information stored in the advertisement information pool may also configure the validity time. At this time, the method provided by the embodiments of this specification may further include: and updating the effective time of the first advertisement in the corresponding advertisement information pool. Such as the effective time of the first advertisement in the corresponding advertisement information pool may be extended by one week or one month.
It should be understood that if the second advertisement is filled in the target advertisement slot as the target advertisement, the above-mentioned "storing the advertisement information of the second advertisement in the advertisement information pool corresponding to the advertisement type of the second advertisement" may be understood as updating the effective time of the second advertisement in the corresponding advertisement information pool.
Optionally, the last advertisement display time corresponding to each advertisement information may be determined according to the effective time of each advertisement information in the advertisement information pool, so as to delete the advertisement information whose existing time in the advertisement information pool has exceeded the effective time.
Optionally, in order to determine the first advertisement according to the actual demand for impression of the target advertisement slot, in the method provided in this specification, the first advertisement may be the first advertisement returned by the advertisement platform; or the first advertisement can also be the advertisement with the highest advertisement quality evaluation quality value in the advertisements returned by the advertisement platform in the preset time.
It should be understood that when the first advertisement is returned by the advertisement platform during the first advertisement, the advertisement request time of the first advertisement can be reduced, and the phenomenon that the advertisement request time of the first advertisement is too long and the advertisement display time of the target advertisement position is missed is avoided. When the first advertisement is the advertisement with the highest advertisement quality evaluation quality value in the advertisements returned by the advertisement platform in the preset time, the first advertisement can be ensured to be the advertisement with the highest advertisement quality requested in the allowed time. The predetermined time may be an advertisement display time of the target advertisement space, or may be other preset times, which is not limited in this specification.
It should be noted that, a developer of the target advertisement slot or the advertisement platform may determine which advertisement returned by the advertisement platform is used as the first advertisement according to the actual performance change requirement of the target advertisement slot and the historical request condition of the first advertisement, and this specification is not limited thereto.
It should be understood that the advertisement quality evaluation indexes affecting the degree of the target advertisement space are various, and in order to meet the requirements of different advertisement spaces or advertisement spaces in different periods on the target advertisement, the advertisement quality can be determined according to different advertisement quality evaluation indexes.
Optionally, in the method provided in this specification, the advertisement quality evaluation index includes one or more of a combination of an advertisement real-time price, an advertisement click-through rate, and an advertisement average on-demand time length.
It should be appreciated that in order to maximize the target ad spot impression based on the actual fill of the target ad spot, a plurality of ad quality assessment indicators may be integrated to determine the target ad. For example, when the advertisement display time of the target advertisement space is never missed in the historical advertisement filling process of the target advertisement space, the target advertisement can be determined according to the combination of the real-time price of the advertisement and the click rate of the advertisement, so as to ensure that the target advertisement is the advertisement with higher real-time price and higher click rate of the advertisement.
Optionally, in order to obtain the first advertisement with higher advertisement quality as much as possible, the source of the first advertisement may be enriched.
Optionally, in the method provided in this specification, the first advertisement obtaining policy is configured with identification information of at least one first advertisement source, so as to obtain, by the advertisement platform, the candidate advertisement from the at least one first advertisement source.
For example, taking the example of the first advertisement retrieval policy having advertisement source a1, advertisement source a2, and advertisement source A3 configured therein, when the advertiser requests the advertisement platform to retrieve a first advertisement based on the first advertisement retrieval policy, the advertisement platform may request candidate advertisements from advertisement source a1, advertisement source a2, and advertisement source A3, respectively.
Optionally, in order to meet the actual demand of the target ad slot as much as possible, the first and second advertisement acquisition strategies may be configured according to the advertisement filling condition of the target ad slot. For example, the first advertisement retrieval policy may include a Bidding (Bidding) advertisement retrieval policy to select a candidate advertisement with the highest real-time price of advertisements provided by the plurality of advertisement sources as the first advertisement, ensuring that each retrieved first advertisement is a revenue-maximizing advertisement. The second advertisement retrieval policy may include a Waterfall (Waterfall) advertisement retrieval policy to preferentially request advertisements with the highest advertisement base price to ensure that the price of the retrieved second advertisement is not lower than the lowest advertisement base price in the Waterfall advertisement retrieval policy. It should be understood that the method provided by the embodiments of the present specification does not limit the first advertisement acquisition policy and the second advertisement acquisition policy.
Optionally, the advertisement keyword information may include keywords of the advertisement title and/or keywords of the advertisement content, so that the advertisements in the advertisement information pool can be distinguished according to the keywords of the advertisement title and/or the keywords of the advertisement content, and the amount of information stored in the advertisement information pool can be reduced.
It should be understood that when an advertisement is requested to be acquired from the advertisement platform based on the first advertisement acquisition strategy or the second advertisement acquisition strategy, the advertisement platform may not return the first advertisement or the second advertisement in percentage due to reasons such as that an advertisement with an advertisement quality evaluation index value greater than or equal to the advertisement quality evaluation index lower limit threshold value cannot be acquired.
Optionally, if the advertisement platform does not return any of the first advertisement or the second advertisement, the second advertisement or the first advertisement returned by the advertisement platform may be shown, thereby ensuring that the target ad spot does not fill in the advertisement because the comparison of the advertisement quality cannot be performed.
For example, if the advertisement platform does not return the first advertisement when the first advertisement obtaining policy based on the target advertisement slot requests to obtain the advertisement, the method provided by the embodiment of the present specification may further include: and requesting to acquire a second advertisement from the advertisement platform based on a second advertisement acquisition strategy of the target advertisement position, and filling the second advertisement in the target advertisement position for displaying.
It should be appreciated that when only either the first advertisement or the second advertisement is retrieved, the absence of a comparison of advertisement quality for an advertisement does not determine which of the first advertisement and the second advertisement has a higher advertisement quality. At this time, it may be determined whether the advertisement quality of the acquired first advertisement or second advertisement meets a preset quality requirement of the corresponding advertisement information pool, so as to determine whether to store the acquired advertisement information of the first advertisement or second advertisement into the corresponding advertisement information pool.
Of course, when only one of the first advertisement or the second advertisement is acquired, the acquired advertisement information of the first advertisement or the second advertisement may also be stored in the corresponding advertisement information pool, so as to ensure the quantity of the advertisement information in the advertisement information pool.
It should be noted that the foregoing embodiments of the present specification are only described with two strategies, namely, the first advertisement acquisition strategy and the second advertisement acquisition strategy, but the method provided by the embodiments of the present specification is not limited to the number of advertisement acquisition strategies. That is, the method provided by the embodiments of the present specification may further include a third advertisement obtaining policy, and the like, and the specific content of the advertisement obtaining policy may be determined according to the impression requirement of the target advertisement space, the advertisement obtaining situation, the click rate, and the like.
In the following, the method provided in the embodiment of the present specification is exemplified by taking the first advertisement acquisition policy as the Bidding advertisement acquisition policy, the second advertisement acquisition policy as the Waterfall advertisement acquisition policy, and the advertisement quality evaluation index as the advertisement real-time price.
It should be noted that the advertisement sources participating in Bidding in the Bidding acquisition policy of the Bidding advertisement include advertisement source B1, advertisement source B2 and advertisement source B3. Assume that the ad sources that may provide ads in the Waterfall ad capture strategy include ad source W1 providing ads with a placement price of 100 RMB, ad source W2 providing ads with a placement price of 80 RMB, and ad source W3 providing ads with a placement price of 50 RMB, wherein these ad sources are arranged in the order of ad source W1, ad source W2, and ad source W3, from high to low, depending on the placement price.
Firstly, after a user performs preset operation on a client, an advertisement client can jump to a page containing a target advertisement position, and then a first advertisement is requested from an advertisement platform based on a Bidding advertisement acquisition strategy. If the real-time price of the advertisement provided by advertisement source B2 is the highest, 88 RMB, then the advertisement provided by advertisement source B2 is selected as the primary advertisement and the advertiser information, advertisement keyword information, and real-time price of the primary advertisement are obtained.
Then, under the condition that the time spent on selecting the first advertisement does not exceed the time of the display window of the target advertisement position, a first advertisement information pool corresponding to the first advertisement type of the first advertisement can be obtained from a local storage of the client, and the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement is searched in the first advertisement information pool.
If the matched advertisement exists in the first advertisement information pool, the second advertisement can be requested to be obtained no longer based on the Waterfall advertisement obtaining strategy, the first advertisement is directly filled in the target advertisement position for displaying, and the effective time of the first advertisement in the first advertisement information pool is updated, so that the number of times of advertisement requests and the number of times of price comparison are reduced, and the advertisement request duration is saved.
If there are no matching ads in the first ad information pool, ads may be requested from ad source W1 first based on the Waterfall ad acquisition policy, and if no ads are returned from ad source W1 that provides higher priced ads, ads may be requested from ad source W2 in sequence. If Source W2 returned an advertisement with a Renminbi 80 dollar ad base, then the advertisement was considered a secondary advertisement and the request for subsequent Source W3 was not continued.
Then, the real-time advertisement price of the first advertisement is compared with the advertisement base price of the second advertisement, and since 88 RMB is greater than 80 RMB, but it cannot be determined whether the real-time advertisement price of the second advertisement is greater than the real-time advertisement price of the first advertisement, the real-time advertisement price of the second advertisement needs to be acquired.
If the real-time advertising price of the second advertisement is 85 RMB and is less than the real-time advertising price of the first advertisement, the first advertisement can be filled in the target advertising space for display, and the advertiser information and the advertising keyword information of the first advertisement are stored in the advertising information pool.
If the real-time advertisement price of the second advertisement is 89 RMB and is greater than the real-time advertisement price of the first advertisement, the second advertisement can be filled in the target advertisement space for display, and the advertisement information of the second advertisement is stored in the advertisement information pool.
Fig. 2 is a schematic flow chart of an advertisement filling method for an advertisement space, which is provided for one embodiment of the present specification and is applied in an actual scenario. An embodiment will be described in detail below by taking the example that the advertisement information pool stores advertiser information and advertisement keyword information of at least one advertisement.
step 204, searching for an advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to the first advertisement type of the first advertisement;
step 216, determining whether the advertisement quality assessment index value of the first advertisement is greater than or equal to the advertisement quality assessment index value of the second advertisement; if the advertisement quality assessment indicator value for the first advertisement is greater than or equal to the advertisement quality assessment indicator value for the second advertisement, then go to step 218; if the advertisement quality assessment index value of the first advertisement is less than the advertisement quality assessment index value of the second advertisement, performing step 220;
It should be noted that fig. 2 is shown for illustrating the illustrated embodiment in detail, and the steps in fig. 2 may be consecutive or may be alternate, that is, other steps beneficial for avoiding low-quality advertisements may be added between the steps in fig. 2, and this description is not limited thereto.
In the advertisement filling method for an advertisement space provided in the embodiments of the present specification, advertisement information of an advertisement with higher quality can be stored by storing an advertisement with quality meeting a preset quality requirement, which is filled by an advertisement client, in a first advertisement information pool; and if the first advertisement information pool has the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement, the first advertisement is displayed, so that the speed of determining the advertisement filled in the target advertisement space is improved, the lower limit of the quality of the advertisement filled in the target advertisement space is limited, and the advertisement quality of the advertisement space is ensured.
FIG. 3 is a block diagram of an advertiser 300 provided in one or more embodiments of the present specification. Referring to FIG. 3, in one software implementation, an advertising client 300 of an application may include:
a request module 301, configured to send a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition policy of a target advertisement slot to acquire advertisement information of a candidate advertisement;
a receiving module 302, configured to receive advertisement information of a first advertisement returned by the advertisement platform, where the advertisement information carries an advertisement type, advertiser information, and advertisement keyword information;
a searching module 303, configured to search for an advertisement, which is matched with advertiser information and advertisement keyword information of a first advertisement, in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, where the first advertisement information pool is used to store an advertisement, of which the advertisement quality filled by the advertisement client meets a preset quality requirement and the advertisement type is the first advertisement type;
a displaying module 304, configured to fill the first advertisement stored in the first advertisement information pool in the target advertisement slot for displaying if there is a matching advertisement in the first advertisement information pool.
Optionally, in an embodiment, the advertisement information further includes an advertisement quality evaluation index value, and the advertisement client 300 further includes a determining module 305, where:
the determining module 305 is configured to determine a target advertisement based on an advertisement quality assessment index value of the first advertisement and a second advertisement acquisition policy of the target advertisement slot if there is no matching advertisement in the first advertisement information pool, where the second advertisement acquisition policy configures a preset quality requirement related to the advertisement quality assessment index;
the display module 304 is further configured to fill the target advertisement in the target advertisement space for display.
Further, in an embodiment, the second advertisement obtaining policy is provided with a plurality of advertisement quality assessment index lower limit thresholds and corresponding advertisement sources, the second advertisement obtaining policy obtains candidate advertisements from the corresponding advertisement sources according to the advertisement quality assessment index lower limit thresholds from high to low, and the determining module 305 is specifically configured to:
determining a target advertisement based on the advertisement quality assessment indicator value for the first advertisement and the second advertisement acquisition policy for the target ad slot comprises: and if the advertisement quality evaluation index value of the first advertisement is greater than or equal to the maximum value of the advertisement quality evaluation index lower limit threshold value configured by the second advertisement acquisition strategy, determining that the first advertisement is the target advertisement.
Optionally, in an embodiment, the determining module 305 is further configured to:
if the advertisement quality evaluation index value of the first advertisement is smaller than the maximum value of the advertisement quality evaluation index lower limit threshold value configured by the second advertisement obtaining strategy, sending a second advertisement obtaining request to the advertisement platform based on the second advertisement obtaining strategy to obtain the advertisement information of the candidate advertisement;
and if the advertisement information of the second advertisement returned by the advertisement platform is received within the preset time and the advertisement quality evaluation index value of the received second advertisement is greater than or equal to the advertisement quality evaluation index value of the first advertisement, determining that the second advertisement is the target advertisement.
Optionally, in an embodiment, the advertisement client 300 further includes:
a storage module 306, configured to store the advertisement information of the second advertisement into an advertisement information pool corresponding to the advertisement type of the second advertisement based on the advertiser information and the advertisement keyword information of the second advertisement.
Optionally, in an embodiment, the determining module 305 is further configured to:
and if the advertisement information of the second advertisement returned by the advertisement platform is not received within the preset time, or the advertisement quality evaluation index value of the received second advertisement is smaller than the advertisement quality evaluation index value of the first advertisement, determining that the first advertisement is the target advertisement.
Optionally, in an embodiment, the advertisement information stored in the advertisement information pool further configures a validity time; the advertisement client 300 further includes:
and an updating module 307, configured to update the effective time of the first advertisement in the corresponding advertisement information pool.
Alternatively, in one embodiment,
the first advertisement is the first advertisement returned by the advertisement platform; or
The first advertisement is the advertisement with the highest advertisement quality evaluation quality value in the advertisements returned by the advertisement platform in the preset time.
Optionally, in one embodiment, the advertisement quality assessment indicator includes one or more of a combination of advertisement real-time price, advertisement click-through rate, and advertisement average on-demand time.
Optionally, in an embodiment, the first advertisement obtaining policy is configured with identification information of at least one first advertisement source, so as to obtain, by an advertisement platform, a candidate advertisement from the at least one first advertisement source.
Optionally, in an embodiment, the second advertisement acquisition policy includes a Waterfall advertisement acquisition policy
Optionally, in one embodiment, the advertisement keyword information includes keywords of an advertisement title and/or keywords of an advertisement content.
The method of the embodiments shown in fig. 1 to fig. 2 can be implemented by the advertisement client 300, and specific reference may be made to the method executed by the advertisement client in the embodiments shown in fig. 1 to fig. 2, which is not described again.
In the advertisement filling method for an advertisement space provided in the embodiments of the present specification, advertisement information of an advertisement with higher quality can be stored by storing an advertisement with quality meeting a preset quality requirement, which is filled by an advertisement client, in a first advertisement information pool; and if the first advertisement information pool has the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement, the first advertisement is displayed, so that the speed of determining the advertisement filled in the target advertisement space is improved, the lower limit of the quality of the advertisement filled in the target advertisement space is limited, and the advertisement quality of the advertisement space is ensured.
An electronic device is further provided in an embodiment of this specification, and fig. 4 is a schematic structural diagram of the electronic device provided in one or more embodiments of this specification. As shown in fig. 4, the electronic device may have a relatively large difference due to different configurations or performances, and may include one or more processors 401 and a memory 402, where one or more stored applications or data may be stored in the memory 402. Wherein memory 402 may be transient or persistent. The application program stored in memory 402 may include one or more modules (not shown), each of which may include a series of computer-executable instructions in a memory data loading device. Still further, the processor 401 may be configured to communicate with the memory 402 to execute a series of computer-executable instructions in the memory 402 on an in-memory data loading device. The memory data loading apparatus may also include one or more power supplies 403, one or more wired or wireless network interfaces 404, one or more input-output interfaces 405, one or more keyboards 406, etc.
In a particular embodiment, the electronic device 400 includes a memory, a processor, and computer-executable instructions stored on the memory and executable on the processor, which when executed by the processor implement the following:
sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements;
receiving advertisement information of a first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
searching an advertisement matched with advertiser information and advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement with the advertisement quality meeting a preset quality requirement and the advertisement type being the first advertisement type, which is filled by the advertisement client;
and if the first advertisement information pool has matched advertisements, filling the first advertisements stored in the first advertisement information pool in the target advertisement positions for displaying.
The electronic device may further execute the method shown in fig. 1 and fig. 2, and the specific implementation may refer to the embodiment shown in fig. 1 and fig. 2, which is not described herein again in this specification.
Embodiments of the present specification also provide a computer-readable storage medium for storing computer-executable instructions, which when executed by a processor implement the following processes:
sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements;
receiving advertisement information of a first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
searching an advertisement matched with advertiser information and advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement with the advertisement quality meeting a preset quality requirement and the advertisement type being the first advertisement type, which is filled by the advertisement client;
and if the first advertisement information pool has matched advertisements, filling the first advertisements stored in the first advertisement information pool in the target advertisement positions for displaying.
In the advertisement filling method for an advertisement space provided in the embodiments of the present specification, advertisement information of an advertisement with higher quality can be stored by storing an advertisement with quality meeting a preset quality requirement, which is filled by an advertisement client, in a first advertisement information pool; and if the first advertisement information pool has the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement, the first advertisement is displayed, so that the speed of determining the advertisement filled in the target advertisement space is improved, the lower limit of the quality of the advertisement filled in the target advertisement space is limited, and the advertisement quality of the advertisement space is ensured.
Optionally, the computer-executable instructions, when executed by the processor, may further perform the methods shown in fig. 1 and fig. 2, and for specific implementation, reference may be made to the embodiments shown in fig. 1 and fig. 2, and no further description is given to the embodiments in this specification.
In short, the above description is only a preferred embodiment of the present disclosure, and is not intended to limit the scope of the present disclosure. Any modification, equivalent replacement, improvement and the like made within the spirit and principle of the present specification shall be included in the protection scope of this document.
The systems, devices, modules or units illustrated in the above embodiments may be implemented by a computer chip or an entity, or by a product with certain functions. One typical implementation device is a computer. In particular, the computer may be, for example, a personal computer, a laptop computer, a cellular telephone, a camera phone, a smartphone, a personal digital assistant, a media player, a navigation device, an email device, a game console, a tablet computer, a wearable device, or a combination of any of these devices.
Computer-readable media, including both non-transitory and non-transitory, removable and non-removable media, may implement information storage by any method or technology. The information may be computer readable instructions, data structures, modules of a program, or other data. Examples of computer storage media include, but are not limited to, phase change memory (PRAM), Static Random Access Memory (SRAM), Dynamic Random Access Memory (DRAM), other types of Random Access Memory (RAM), Read Only Memory (ROM), Electrically Erasable Programmable Read Only Memory (EEPROM), flash memory or other memory technology, compact disc read only memory (CD-ROM), Digital Versatile Discs (DVD) or other optical storage, magnetic cassettes, magnetic tape magnetic disk storage or other magnetic storage devices, or any other non-transmission medium that can be used to store information that can be accessed by a computing device. As defined herein, a computer readable medium does not include a transitory computer readable medium such as a modulated data signal and a carrier wave.
It should also be noted that the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other like elements in a process, method, article, or apparatus that comprises the element.
The embodiments in the present specification are described in a progressive manner, and the same and similar parts among the embodiments are referred to each other, and each embodiment focuses on the differences from the other embodiments. In particular, for the system embodiment, since it is substantially similar to the method embodiment, the description is simple, and for the relevant points, reference may be made to the partial description of the method embodiment.
Claims (14)
1. An advertisement filling method of an advertisement space is applied to an advertisement client, and comprises the following steps:
sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements;
receiving advertisement information of a first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
searching an advertisement matched with advertiser information and advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement with the advertisement quality meeting a preset quality requirement and the advertisement type being the first advertisement type, which is filled by the advertisement client;
and if the first advertisement information pool has matched advertisements, filling the first advertisements stored in the first advertisement information pool in the target advertisement positions for displaying.
2. The method of claim 1, wherein the advertising information further comprises an advertisement quality assessment indicator value, the method further comprising:
if the first advertisement information pool does not have matched advertisements, determining a target advertisement based on an advertisement quality evaluation index value of the first advertisement and a second advertisement acquisition strategy of the target advertisement position, wherein the second advertisement acquisition strategy configures a preset quality requirement related to the advertisement quality evaluation index;
and filling the target advertisement in the target advertisement position for displaying.
3. The method of claim 2, wherein the second advertisement acquisition strategy is provided with a plurality of advertisement quality evaluation index lower limit thresholds and corresponding advertisement sources, and the second advertisement acquisition strategy acquires candidate advertisements from the corresponding advertisement sources from high to low according to the advertisement quality evaluation index lower limit thresholds;
determining a target advertisement based on the advertisement quality assessment indicator value for the first advertisement and the second advertisement acquisition policy for the target ad slot comprises: and if the advertisement quality evaluation index value of the first advertisement is greater than or equal to the maximum value of the advertisement quality evaluation index lower limit threshold value configured by the second advertisement acquisition strategy, determining that the first advertisement is the target advertisement.
4. The method of claim 3, wherein determining a targeted advertisement based on an advertisement quality assessment indicator value for the first advertisement and a second advertisement acquisition policy for the targeted ad slot further comprises:
if the advertisement quality evaluation index value of the first advertisement is smaller than the maximum value of the advertisement quality evaluation index lower limit threshold value configured by the second advertisement obtaining strategy, sending a second advertisement obtaining request to the advertisement platform based on the second advertisement obtaining strategy to obtain the advertisement information of the candidate advertisement;
and if the advertisement information of the second advertisement returned by the advertisement platform is received within the preset time and the advertisement quality evaluation index value of the received second advertisement is greater than or equal to the advertisement quality evaluation index value of the first advertisement, determining that the second advertisement is the target advertisement.
5. The method of claim 4, wherein the method further comprises:
and storing the advertisement information of the second advertisement into an advertisement information pool corresponding to the advertisement type of the second advertisement based on the advertiser information and the advertisement keyword information of the second advertisement.
6. The method of claim 4, wherein determining a targeted advertisement based on an advertisement quality assessment indicator value for the first advertisement and a second advertisement acquisition policy for the targeted ad slot further comprises:
and if the advertisement information of the second advertisement returned by the advertisement platform is not received within the preset time, or the advertisement quality evaluation index value of the received second advertisement is smaller than the advertisement quality evaluation index value of the first advertisement, determining that the first advertisement is the target advertisement.
7. The method of claim 6, wherein the advertising information stored in the advertising information pool is further configured with a validity time;
the method further comprises the following steps: and updating the effective time of the first advertisement in the corresponding advertisement information pool.
8. The method of claim 1,
the first advertisement is the first advertisement returned by the advertisement platform; or
The first advertisement is the advertisement with the highest advertisement quality evaluation quality value in the advertisements returned by the advertisement platform in the preset time.
9. The method of claim 1, wherein the advertisement quality assessment indicators comprise a combination of one or more of advertisement real-time price, advertisement click-through rate, and advertisement average on-demand duration.
10. The method of claim 1, wherein the first advertisement retrieval policy is configured with identification information of at least one first advertisement source to retrieve candidate advertisements from the at least one first advertisement source via an advertisement platform.
11. The method of claim 2, the second advertisement acquisition policy comprising a Waterfall advertisement acquisition policy.
12. The method of claim 1, wherein the advertisement keyword information includes a keyword of an advertisement title and/or a keyword of an advertisement content.
13. An advertising client, comprising:
the request module is used for sending a first advertisement acquisition request to the advertisement platform based on a first advertisement acquisition strategy of the target advertisement position so as to acquire the advertisement information of the candidate advertisement;
the receiving module is used for receiving advertisement information of the first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
the searching module is used for searching the advertisement matched with the advertiser information and the advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to the first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement which is filled by the advertisement client and has the advertisement quality meeting the preset quality requirement and the advertisement type of the first advertisement type;
and the display module is used for filling the first advertisement stored in the first advertisement information pool in the target advertisement position for display if the first advertisement information pool has the matched advertisement.
14. An electronic device, comprising:
a processor; and
a memory arranged to store computer executable instructions that, when executed, cause the processor to:
sending a first advertisement acquisition request to an advertisement platform based on a first advertisement acquisition strategy of a target advertisement position to acquire advertisement information of candidate advertisements;
receiving advertisement information of a first advertisement returned by the advertisement platform, wherein the advertisement information carries advertisement types, advertiser information and advertisement keyword information;
searching an advertisement matched with advertiser information and advertisement keyword information of the first advertisement in a first advertisement information pool corresponding to a first advertisement type of the first advertisement, wherein the first advertisement information pool is used for storing the advertisement with the advertisement quality meeting a preset quality requirement and the advertisement type being the first advertisement type, which is filled by the advertisement client;
and if the first advertisement information pool has matched advertisements, filling the first advertisements stored in the first advertisement information pool in the target advertisement positions for displaying.
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