CN112819550B - Advertisement bidding method and system - Google Patents
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- CN112819550B CN112819550B CN202110250807.0A CN202110250807A CN112819550B CN 112819550 B CN112819550 B CN 112819550B CN 202110250807 A CN202110250807 A CN 202110250807A CN 112819550 B CN112819550 B CN 112819550B
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- 238000000034 method Methods 0.000 title claims abstract description 36
- 238000012216 screening Methods 0.000 claims abstract description 5
- 238000012795 verification Methods 0.000 claims description 5
- 238000012552 review Methods 0.000 claims description 2
- 230000011218 segmentation Effects 0.000 claims description 2
- 230000007246 mechanism Effects 0.000 abstract description 2
- 239000003795 chemical substances by application Substances 0.000 description 27
- 238000004590 computer program Methods 0.000 description 6
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- 238000010586 diagram Methods 0.000 description 4
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- 230000003796 beauty Effects 0.000 description 3
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- 238000009825 accumulation Methods 0.000 description 1
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- G—PHYSICS
- 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
- G06Q30/0273—Determination of fees for advertising
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- G—PHYSICS
- 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
- G06Q30/0242—Determining effectiveness of advertisements
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- G—PHYSICS
- 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
- G06Q30/0249—Advertisements based upon budgets or funds
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Abstract
The invention discloses an advertisement bidding method and system, wherein the method comprises the following steps: randomly acquiring keywords of user agent data, and accumulating the keywords; screening the accumulated keywords, obtaining the media sources of the keywords and establishing a keyword database with media identifications; advertisement putting is carried out on the expected flow sources of the media according to the keywords; judging whether the real traffic source and the expected traffic source of the media for advertising are consistent; if the media real traffic source and the expected traffic are inconsistent, bidding is performed on the media real traffic source. The method and the system utilize a proxy identification mechanism to identify the source and the attribute in the media traffic, so that the media traffic can be accurately judged, and advertisers can accurately put and bid on traffic data.
Description
Technical Field
The invention relates to the field of Internet, in particular to an advertisement bidding method and system
Background
With the development of the internet, the advertising industry is increasingly placing new media, and the existing new media advertising is placing and pricing based on the traffic of each new media, but has different values for advertising publishers due to different sources and attributes of traffic of different media. And different media have certain external flow, but the external flow is counted in the flow of the media, the advertising benefit of the mixed external flow is lower, thus easily causing the benefit damage of advertisers.
Disclosure of Invention
One of the purposes of the invention is to provide an advertisement bidding method and system, which uses a proxy recognition mechanism to recognize the source and attribute in the media traffic, so that the media traffic can be accurately judged, and advertisers can accurately place and bid on the traffic data.
Another object of the present invention is to provide an advertisement bidding method and system, which can effectively identify the own traffic and the external traffic of a medium, so that the real traffic source of the medium can be identified, an advertiser can bid according to the real traffic source, and the advertisement cost of the advertiser can be reduced.
Another object of the present invention is to provide an advertisement bidding method and system, which can perform keyword source verification based on an existing general engine, and can map keyword searches based on the general engine to corresponding media, thereby accurately acquiring keyword sources.
The invention further aims to provide an advertisement bidding method and system, which can effectively ensure the privacy of clients and improve the benefit of advertisements by identifying non-core sensitive data such as agents in traffic.
The invention further aims to provide an advertisement bidding method and system, which are used for collecting keywords to be accumulated, wherein the accumulated keywords can improve the coverage rate of flow identification.
To achieve at least one of the above objects, the present invention further provides an advertisement bidding method, comprising the steps of:
Randomly acquiring keywords of user agent data, and accumulating the keywords;
screening the accumulated keywords, obtaining the media sources of the keywords and establishing a keyword database with media identifications;
advertisement release is carried out on the expected flow sources of the media according to the keywords by the advertiser;
judging whether the real flow source and the expected flow source of the media of the user triggering the advertisement are consistent;
if the media real traffic source and the expected traffic are inconsistent, bidding is performed on the media real traffic source.
According to one preferred embodiment of the invention, the user agent data is segmented to obtain keywords, word segmentation word frequency of the keywords is obtained, a word frequency duty ratio upper limit threshold is set, and if the word frequency duty ratio of the keywords is larger than the word frequency duty ratio upper limit threshold, the keywords of the word frequency are deleted.
According to another preferred embodiment of the present invention, a word frequency duty ratio lower limit threshold is set, and if the word frequency duty ratio of the keyword is smaller than the word frequency duty ratio lower limit threshold, the keyword of the word frequency is deleted.
According to another preferred embodiment of the invention, the proxy data of the user side triggering advertisement is obtained, the keywords in the proxy data of the user side are identified, the identified keywords of the user side are matched with the keywords with media identification in the keyword database, and if the keywords are the same, bidding is carried out.
According to another preferred embodiment of the present invention, word review is employed to query the proxy data, identify a plurality of consecutive keywords in the user proxy data, and identify a plurality of consecutive keyword sources for media traffic source localization of the plurality of keywords.
According to another preferred embodiment of the present invention, the user agent data of the identified client is input into the general search engine, verification is performed according to the media displayed by the general search engine, and unmatched user agent data after verification is deleted.
According to another preferred embodiment of the invention, keywords of client user agent data are obtained, keyword matching lists of the client user agent data are obtained after the keywords are compared with a keyword database, character length of each keyword in the keyword matching list is calculated, keywords with character length larger than that of the client user agent in the matching list are deleted, and flow bidding is carried out on media corresponding to the keywords with character length equal to that of the client user agent.
According to another preferred embodiment of the invention, a cloud program interface is obtained, keywords with media identifications of a cloud program are obtained, if no cloud program keywords exist, local media keywords are obtained, and the required expected media flow is obtained through keyword text matching.
To achieve at least one of the above objects, the present invention further provides an advertisement bidding system, which applies the above-mentioned advertisement bidding method.
To achieve at least one of the above objects, the present invention further provides a computer readable storage medium storing and operating an advertising bidding system as described above.
Drawings
FIG. 1 is a flow chart of an advertising bidding method of the present invention.
Detailed Description
The following description is presented to enable one of ordinary skill in the art to make and use the invention. The preferred embodiments in the following description are by way of example only and other obvious variations will occur to those skilled in the art. The basic principles of the invention defined in the following description may be applied to other embodiments, variations, modifications, equivalents, and other technical solutions without departing from the spirit and scope of the invention.
It will be appreciated by those skilled in the art that in the present disclosure, the terms "longitudinal," "transverse," "upper," "lower," "front," "rear," "left," "right," "vertical," "horizontal," "top," "bottom," "inner," "outer," etc. refer to an orientation or positional relationship based on that shown in the drawings, which is merely for convenience of description and to simplify the description, and do not indicate or imply that the apparatus or elements referred to must have a particular orientation, be constructed and operated in a particular orientation, and therefore the above terms should not be construed as limiting the present invention.
It will be understood that the terms "a" and "an" should be interpreted as referring to "at least one" or "one or more," i.e., in one embodiment, the number of elements may be one, while in another embodiment, the number of elements may be plural, and the term "a" should not be interpreted as limiting the number.
Referring to fig. 1, the invention discloses an advertisement bidding method and system, wherein the method comprises the following steps: randomly acquiring user agent data (UserAgent), acquiring keywords in the user agent data, and storing the keywords for accumulation; screening the accumulated keywords, and acquiring a keyword database with media identifications after screening; advertisers agree on the expected media flow sources according to the own requirements, and the advertisers input an advertisement bidding system according to keywords with media identifications to generate expected media flow data. The user of the user terminal triggers the advertisement of the client terminal based on some behaviors, the user terminal sends request data in the format of HTTP/HTTPS and the like formed by the user triggering the advertisement to the server, the server obtains the request data, analyzes user agent data (userAgent) in an HTTP/HTTPS request header, further obtains keywords in the user agent data, compares the keywords of the user agent identified in the client terminal request with the screened keywords database, obtains media sources of the current flow according to the comparison result, and further carries out bidding according to the media sources.
Specifically, the construction process of the keyword database includes the following steps: the method for calculating the keyword word frequency comprises the steps of identifying keywords in a user agent which is collected randomly, calculating the keyword word frequency, and analyzing the word frequency duty ratio of each keyword, wherein the method for calculating the keyword word frequency duty ratio comprises the following steps of: and calculating the ratio of the number of each keyword to the number of the user agents, thereby obtaining the word frequency duty ratio. In one preferred embodiment of the present invention, since the user agent data is a string that contains various default characters, such as Mozilla is the beginning word of userragent, version of Version browser, basically each UserAgnet carries, and characters such as Linux, android are non-traffic identification information belonging to the device kernel. The word frequency of the keyword representing the flow information in the user agent is not very high due to the randomness, and the word frequency of the flow can be embodied between 20% and 60% from the statistical result, so that the invention sets the upper limit threshold of the word frequency, and the collected keyword word frequency is deleted with the word frequency larger than the upper limit of the word frequency. The word frequency upper limit threshold can be set to any one value of 80% -90%. And carrying out statistical analysis on the part with the word frequency of less than 10%, wherein the part with the word frequency of less than 10% can obtain the invalid media flow identification of which the keyword with the word frequency of less than 10% belongs to browser version information or perpetual cases and the like by adopting manual spot check or keyword word sense analysis. Therefore, the invention further sets a word frequency duty ratio lower limit threshold value, and if the word frequency duty ratio of the randomly acquired user agent keyword is smaller than the word frequency duty ratio lower limit threshold value, the keyword corresponding to the word frequency can be deleted.
It is worth mentioning that the keywords with the word frequency ratio between 35% and 40% are better keywords, and the part of speech of the keywords with the word frequency ratio in the range is better. For example baidubox, meituangroup, the character strings with corresponding media English names can be identified as flow sources of hundred degrees and beauty groups manually or automatically directly according to the structure and meaning of the character strings. And carrying out media identification on the keywords in the word frequency range, and then storing the keywords in a keyword database. Further adopting the semantic recognition or manual mode to recognize keywords corresponding to other word frequency ratios, and storing the recognized keywords
Because the identification of part of the media may be composed of a plurality of continuous keywords, in one preferred embodiment of the present invention, word retrieval is performed on the user agent data to identify a phrase of the plurality of continuous keywords, and media identification is performed on the phrase.
Further, the method for verifying the keywords identified and identified by the media comprises the following steps that the screened keywords are input into an existing general search engine, wherein the existing general search engine can comprise, but not limited to, hundred degrees, must and google, and the like. It should be noted that, because the general search engine can directly map to the corresponding media according to the keywords, the display media information of the preferred home page is compared with the media identifier of each keyword, if the media identifiers are the same, the media identifier corresponding to the keyword is correct, if the media identifiers are different, the media identifier corresponding to the keyword is not matched, and the unmatched keywords are further deleted from the keyword database.
The keywords in the keyword database and the corresponding media after verification by the universal search engine have high correlation and universality, so that the accuracy of traffic source identification can be effectively improved.
When a user of the client browses a webpage or an APP, an advertiser can trigger advertisement browsing behaviors on a display page of a corresponding medium of the webpage or the APP, for example, the medium requests the advertiser to acquire entrance materials and click links, the user clicks advertisement page position materials on a designated medium APP page, the user accesses advertisement positions and then displays a 'robbery package' activity, and after clicking, the user can acquire user agent data in real time and cache the user agent data. Further recognizing characters in the user agent data to segment words so as to obtain keywords of the client, comparing the keywords of the client with the keyword database, obtaining the same keywords in the keyword database, and bidding by using media identifications corresponding to the same keywords as real media flow sources. In another preferred embodiment of the present invention, since the character length may be different during the character comparison process, it is easy to identify a plurality of keywords, for example, the desired media flow of the advertiser is a beauty chart, the beauty chart corresponds to the keywords meitu, and two keywords are matched through text comparison during the keyword matching process: meitu, meituan, and meituan are not keywords which are needed by us, because the character length of meituan is larger than meitu, so that meituan is deleted to select the media identifier corresponding to the meitu keyword as the media flow basis of advertisement bidding, and keywords with equal character numbers are preferred as the matching result in the keyword comparison process.
In another preferred embodiment of the present invention, since the keyword database is randomly constructed, and multiple keywords can be corresponding to the same media identifier, for example meituangroup and meituang can be marked as the same media identifier, when the keywords of the client agent data are multiple types of character strings, the keywords can be matched and identified by the keyword database in the present invention.
In one possible embodiment of the invention, the existing cloud program interface can be adopted to perform keyword matching identification, the cloud program interface can provide media identifications corresponding to each program, after keywords of user agent data of a user terminal are obtained, the keywords can be directly compared with the media identifications provided by the cloud program interface, if the keywords are the same, flow data of programs corresponding to the cloud program interface are obtained, and advertisement bidding is performed on the corresponding application program flows.
The invention adopts the mode of acquiring the user agent data for analysis to bid the advertisement, the user agent data is non-core data, the problem of user privacy cannot be related, and the accuracy of advertisement putting and bidding can be effectively improved and the cost of the advertisement can be reduced through the analysis and arrangement of the keyword big data.
In particular, according to embodiments of the present disclosure, the processes described above with reference to flowcharts may be implemented as computer software programs. For example, embodiments of the present disclosure 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 shown in the flowcharts. In such embodiments, the computer program may be downloaded and installed from a network via a communication portion, and/or installed from a removable medium. The above-described functions defined in the method of the present application are performed when the computer program is executed by a Central Processing Unit (CPU). The computer readable medium of the present application may be a computer readable signal medium or a computer readable storage medium, or any combination of the two. The computer readable storage medium can be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination of the above. More specific examples of the computer-readable storage medium may include, but are not limited to: an electrical connection having one or more wire segments, 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 context of this document, 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 system, apparatus, or device. In the present application, however, the computer-readable signal medium may include a data signal propagated in baseband or as part of a carrier wave, with the computer-readable program code embodied therein. Such a propagated data signal may take any of a variety of forms, including, but not limited to, electro-magnetic, optical, or any suitable combination of the foregoing. 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 system, 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 flowcharts and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of systems, 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 and/or flowchart illustration, and combinations of blocks in the block diagrams and/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.
It will be understood by those skilled in the art that the embodiments of the present invention described above and shown in the drawings are merely illustrative and not restrictive of the current invention, and that this invention has been shown and described with respect to the functional and structural principles thereof, without departing from such principles, and that any modifications or adaptations of the embodiments of the invention may be possible and practical.
Claims (8)
1. An advertising bidding method, the method comprising the steps of:
Randomly acquiring keywords of user agent data, and accumulating the keywords;
screening the accumulated keywords, obtaining the media sources of the keywords and establishing a keyword database with media identifications;
advertisement putting is carried out on the expected flow sources of the media according to the keywords;
judging whether the real flow source and the expected flow source of the media of the user triggering the advertisement are consistent;
if the real flow source of the media is inconsistent with the expected flow, bidding the real flow source of the media;
The method further comprises the steps of:
querying agent data by word review, identifying a plurality of continuous keywords in user agent data, and identifying a plurality of continuous keyword sources for media traffic source positioning of the plurality of keywords;
And inputting the user agent data of the identified client into the universal search engine, verifying according to media displayed by the universal search engine, and deleting the user agent data which are not matched after verification.
2. The advertising bidding method according to claim 1, wherein the user agent data is segmented to obtain keywords, word segmentation word frequency of the keywords is obtained, a word frequency upper limit threshold is set, and if the word frequency of the keywords is larger than the word frequency upper limit threshold, the keywords of the word frequency are deleted.
3. The advertising bidding method according to claim 2, wherein a lower threshold of word frequency is set, and if the word frequency of the keyword is smaller than the lower threshold of word frequency, the keyword of the word frequency is deleted.
4. The advertisement bidding method according to claim 1, wherein the user agent data of the user terminal triggering advertisement is obtained, the keywords in the user agent data of the user terminal are identified, the identified keywords of the user terminal are matched with the keywords with media identification in the keyword database, and if the identified keywords are the same, bidding is performed.
5. The advertising bidding method according to claim 1, wherein keywords of client user agent data are obtained, keyword matching lists of the client user agent data and keywords are obtained after comparison of the keywords with the keyword database, character length of each keyword in the keyword matching list is calculated, keywords with character length larger than the client user agent data in the matching list are deleted, and flow bidding is carried out on media corresponding to the keywords with character length equal to the client user agent data.
6. The advertisement bidding method according to claim 1, wherein a cloud program interface is obtained, keywords with media identifications of a cloud program are obtained, if no cloud program keywords exist, local media keywords are obtained, and required expected media flow is obtained through keyword text matching.
7. An advertising bidding system, characterized in that the system applies an advertising bidding method as claimed in any one of the preceding claims 1-6.
8. A computer readable storage medium storing and operating an advertising bidding system as claimed in claim 7.
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