CN113506139B

CN113506139B - Advertisement putting pricing method and device and computer equipment

Info

Publication number: CN113506139B
Application number: CN202110813786.9A
Authority: CN
Inventors: 石立娟; 宁瑶; 王胜利
Original assignee: Chengdu Pingmeng Technology Co ltd
Current assignee: Chengdu Pingmeng Technology Co ltd
Priority date: 2021-07-19
Filing date: 2021-07-19
Publication date: 2024-03-01
Anticipated expiration: 2041-07-19
Also published as: CN113506139A

Abstract

The invention relates to the technical field of advertisement delivery, and discloses an advertisement delivery pricing method, an advertisement delivery pricing device and computer equipment. According to the new data processing scheme, the price of each advertisement space-time interval after the price adjustment of the plurality of advertisement space-time intervals is obtained, namely, the price of each advertisement space-time interval before the price adjustment and the price-up rate before the price adjustment in the plurality of advertisement space-time intervals are obtained, then according to preset constraint conditions and the price-up rate before the price adjustment of each advertisement space-time interval, the price of each advertisement space-time interval after the price adjustment is obtained by solving when the variance of the price-up rate after the price adjustment of the plurality of advertisement space-time intervals is minimum, and therefore, the price of each advertisement space-time interval can be adjusted from the advertisement space dimension and/or the advertisement space dimension, the purpose of balancing supply and demand under a place and/or a time period price is achieved, more potential advertisement demands can be met by an advertisement platform, and resources of the advertisement platform are fully utilized.

Description

Advertisement putting pricing method and device and computer equipment

Technical Field

The invention belongs to the technical field of advertisement delivery, and particularly relates to an advertisement delivery pricing method, an advertisement delivery pricing device and computer equipment.

Background

It is increasingly difficult for contemporary people to focus on television and to focus on topics of interest to themselves when browsing cell phones, resulting in advertising being submerged in the information ocean primarily in an implanted manner. However, in any event, the elevator is always a necessary place for people, so that the elevator advertisement exists in the working, waiting, shopping or entertainment and leisure time, and the like, and therefore, the elevator medium can cover more than 85% of places where advertisement audiences can reach.

The elevator is used as a good advertisement putting environment, and the advertisement is played in the elevator, so that the anxiety emotion of passengers waiting for a long time can not be relieved, and a scene for displaying the products of the user is provided for an advertiser. Meanwhile, due to the fact that the elevator space is narrow, passengers are in boring time, advertisements become unique consumption stimulus, reading of the advertisements is mandatory and active, advertisement impressions are profound, and the throwing effect is obvious.

Currently, the price of a multimedia advertisement such as an elevator advertisement (i.e. the price reported by each media authority, each media will check the price of the case suitable for self-positioning according to factors such as the popularity, distribution amount and distribution area of the media) is usually a city price, for example: pricing is performed at the city level, where first line cities (i.e., wide and deep in north, etc.) have the same high stock prices, while second, third and fourth line cities are respectively other low stock prices, and the stock prices throughout the year do not change with different dates. By adopting the way of pricing a city with a single price, advertisers usually select a popular place (such as a building or other similar advertisement placement areas) for advertisement placement, so that the rate of sales of part of places (namely, the ratio of sales corresponding to the places on a multimedia advertisement screen, for example, if 12 places are sold, 11 places are sold, the rate of sales is 11/12=91.7%) tends to be 1, and the rate of sales of other parts of places tends to be 0; and based on the unchanged price factor of the periodical over the whole year, the overall periodical rate of all the throwing places tends to be 1 on a special date or holiday, and the overall periodical rate of other common dates may tend to be 0. On one hand, the problems can lead to that part of advertisers with requirements on the throwing places or throwing time periods can not throw advertisements due to shortage of resources of the required throwing places or throwing time periods, and on the other hand, the platform can not accept potential advertisement requirements, so that supply and demand are unbalanced, and the resources of the advertisement platform can not be fully utilized.

Disclosure of Invention

In order to solve the problems that the supply and demand of the existing one-city one-price pricing mode are unbalanced and the advertisement platform resources cannot be fully utilized, the invention aims to provide a novel advertisement putting pricing method, a novel advertisement putting pricing device, novel advertisement putting pricing equipment, novel advertisement putting computer equipment and novel advertisement putting computer readable storage media.

In a first aspect, the present invention provides a method for pricing advertising, comprising:

acquiring the pre-price adjustment periodical rate and the pre-price adjustment periodical rate of each of a plurality of throwing space-time intervals in the throwing space-time dimension, wherein the throwing space-time dimension comprises a throwing time dimension and/or a throwing space dimension;

according to preset constraint conditions, the pre-price-adjustment periodical rate and the pre-price-adjustment periodical rate of each throwing space-time interval, solving to obtain the post-price-adjustment periodical rate of each throwing space-time interval when the variance of the post-price-adjustment periodical rate of the plurality of throwing space-time intervals is minimum, wherein the preset constraint conditions are used for constraining the periodical rate value range and the pre-price-adjustment periodical rate value range of each throwing space-time interval after price adjustment.

Based on the above summary of the invention, a new data processing scheme for advertisement placement pricing in a placement space-time dimension is provided, that is, a pre-price adjustment and a pre-price adjustment upper-price ratio of each placement space-time interval in a plurality of placement space-time intervals in the placement space-time dimension are obtained first, then according to preset constraint conditions and the pre-price adjustment upper-price ratio of each placement space-time interval, the post-price adjustment upper-price of each placement space-time interval when the variance of the post-price adjustment upper-price ratio of the plurality of placement space-time intervals is minimum is solved, and therefore the price of each placement space-time interval can be adjusted from the placement space dimension and/or the placement space dimension, the purpose of balancing supply and demand under one time interval, one place and one price interval or one price interval is achieved, the advertisement platform is ensured to be capable of receiving more potential advertisement demands, and the advertisement platform resources are fully utilized.

In one possible design, the preset constraint includes any one of the following conditions (B) to (G) or any combination thereof:

(B) Advertisement putting nutrient value of each putting space-time interval in the plurality of putting space-time intervals before and after price adjustment is in a first preset range;

(C) The cost ratio value of the periodical sample before and after the price adjustment of each throwing space-time interval in the throwing space-time intervals is in a second preset range;

(D) Advertisement putting revenue profit margin of each putting space-time interval in the plurality of putting space-time intervals after price adjustment is in a third preset range;

(E) Aiming at any two of the plurality of throwing space-time intervals, if the pre-price-adjustment upper periodical rate of one throwing space-time interval is higher than the pre-price-adjustment upper periodical rate of the other throwing space-time interval, the post-price-adjustment periodical rate of the one throwing space-time interval is also higher than the post-price-adjustment periodical rate of the other throwing space-time interval;

(F) Aiming at each of the plurality of throwing space-time intervals, the corresponding post-price adjustment periodical rate is a decimal which is not less than zero and not more than one, and the corresponding post-price adjustment periodical rate is a positive number;

(G) Aiming at each of the plurality of throwing space-time intervals, the corresponding post-price adjustment periodical price is not more than the preset friend periodical price.

In one possible design, according to a preset constraint condition and the pre-price adjustment periodical price of each put space-time interval, solving to obtain the post-price adjustment periodical price of each put space-time interval when the variance of the post-price adjustment periodical price of the plurality of put space-time intervals is minimum, including:

Abstracting a constraint optimization problem containing N variables and K constraint conditions according to preset constraint conditions, the pre-price-adjustment periodical rate and the pre-price-adjustment periodical rate of each throwing space-time interval, wherein N represents the number of throwing space-time intervals in the throwing space-time intervals, K represents the number of constraint conditions in the preset constraint conditions, and the constraint optimization problem is used for minimizing the variance of the post-price periodical rate of the throwing space-time intervals;

converting the constrained optimization problem into an unconstrained optimization problem containing n+k variables by referring to lagrangian multipliers;

and carrying out optimal solution processing on the unconstrained optimization problem by adopting a least square method, a gradient descent method or a Newton iteration method to obtain the post-price adjustment periodical price of each of the plurality of the input space-time intervals when the variance of the post-price adjustment periodical rate of the plurality of the input space-time intervals is minimum.

In one possible design, when the throw-in space-time dimension includes a throw-in time dimension, according to a preset constraint condition and the pre-price adjustment periodical rate of each throw-in space-time interval, solving to obtain the post-price adjustment periodical rate of each throw-in space-time interval when the variance of the post-price adjustment periodical rates of the multiple throw-in space-time intervals is minimum, including:

According to the preset constraint conditions, the unified periodical price of each throwing period before the first price adjustment of all throwing places and the average periodical price feeding rate before the first price adjustment, solving to obtain the unified periodical price of each throwing period after the first price adjustment of all throwing places when the variance of the expected periodical price feeding rate of all throwing periods after the first price adjustment of all throwing places is minimum.

In one possible design, when the throw space-time dimension includes a throw space dimension, according to a preset constraint condition and the pre-price adjustment journal price of each throw space-time interval, solving to obtain the post-price adjustment journal price of each throw space-time interval when the variance of the post-price adjustment journal price of the plurality of throw space-time intervals is minimum, including:

according to the preset constraint conditions, the unified periodical price of each throwing place before the second price adjustment of all throwing periods and the average periodical price feeding rate before the second price adjustment, solving to obtain the unified periodical price of each throwing place after the second price adjustment of all throwing periods when the variance of the expected periodical price feeding rate of all throwing places after the second price adjustment of all throwing periods is minimum.

In one possible design, when the drop space-time dimension includes a drop time dimension and a drop space dimension, according to a preset constraint condition and the pre-price adjustment periodical rate of each drop space-time interval, solving to obtain the post-price adjustment periodical rate of each drop space-time interval when the variance of the post-price adjustment periodical rates of the multiple drop space-time intervals is minimum, including:

according to the preset constraint conditions, the unified periodical price of each throwing period before the first price adjustment of all throwing places and the average periodical price rate before the first price adjustment, solving to obtain the unified periodical price of each throwing period after the first price adjustment of all throwing places when the variance of the expected periodical price rate of all throwing periods after the first price adjustment of all throwing places is minimum;

according to the preset constraint conditions, unified periodical rates of all the throwing places before second price adjustment of all throwing periods and average periodical rates of all the throwing places before second price adjustment, solving to obtain unified periodical rates of all the throwing places after second price adjustment of all the throwing periods when the variance of the expected periodical rates of all the throwing places after the second price adjustment of all the throwing periods is minimum;

And determining the post-adjustment journal price of each throwing place in each throwing period according to the first post-adjustment journal price of each throwing period in all throwing places and the second post-adjustment journal price of each throwing place in all throwing periods.

In one possible design, determining the post-adjustment journal price of each of the delivery places in each of the delivery time periods according to the post-adjustment journal price of each of the delivery time periods in the first post-adjustment journal price of all of the delivery places and the post-adjustment journal price of each of the delivery places in the second post-adjustment journal price of all of the delivery time periods includes:

calculating the ratio of the corresponding first post-price adjustment unified journal price to the corresponding first pre-price adjustment unified journal price according to each throwing period to obtain a corresponding price adjustment coefficient;

and respectively calculating products of corresponding unified periodical prices before the second price adjustment and price adjustment coefficients of the respective delivery time periods aiming at the delivery places to obtain corresponding periodical prices after the price adjustment of the respective delivery time periods.

In a second aspect, the invention provides an advertisement putting pricing device, which comprises a data acquisition module and an optimal solving module which are in communication connection;

The data acquisition module is used for acquiring the pre-price adjustment periodical price and the pre-price adjustment periodical rate of each of the plurality of throwing space-time intervals in the throwing space-time dimension, wherein the throwing space-time dimension comprises a throwing time dimension and/or a throwing space dimension;

the optimal solving module is configured to solve, according to a preset constraint condition and the pre-adjustment and pre-adjustment periodical rates of each of the input space-time intervals, to obtain post-adjustment periodical rates of each of the input space-time intervals when variances of the post-adjustment periodical rates of the plurality of input space-time intervals are minimum, where the preset constraint condition is used to constrain a periodical rate value range and a periodical rate value range of each of the input space-time intervals after adjustment.

In one possible design, the optimal solving module comprises a problem abstraction sub-module, a problem conversion sub-module and a solving processing sub-module which are connected in sequence in a communication way;

the problem abstraction sub-module is configured to abstract a constraint optimization problem containing N variables and K constraint conditions according to a preset constraint condition and a pre-price adjustment periodical rate of each of the input space-time intervals, where N represents the number of input space-time intervals in the multiple input space-time intervals, K represents the number of constraint conditions in the preset constraint condition, and the constraint optimization problem is used to minimize a variance of the post-price adjustment periodical rate of the multiple input space-time intervals;

The problem transformation submodule is used for transforming the constrained optimization problem into an unconstrained optimization problem containing n+K variables by referring to Lagrangian multipliers;

and the solving processing submodule is used for carrying out optimal solving processing on the unconstrained optimization problem by adopting a least square method, a gradient descent method or a Newton iteration method to obtain the price-adjusted periodical price of each throwing space-time interval when the variance of the price-adjusted periodical rate of the throwing space-time intervals is minimum.

In one possible design, the optimal solution module includes a first solution sub-module, configured to, when the drop space-time dimension includes a drop time dimension, solve, according to the preset constraint condition and the unified journal price before the first price adjustment and the average journal rate before the first price adjustment of all drop places in each drop time period, obtain, when the variance of the expected journal rate after the first price adjustment of all drop time periods on all drop places is minimum, the unified journal price after the first price adjustment of all drop time periods on all drop places in each drop time period.

In one possible design, the optimal solution module includes a second solution sub-module, configured to, when the space-time dimension of delivery includes a space dimension of delivery, solve, according to the preset constraint condition and the unified journal price before second price adjustment and the average journal rate before second price adjustment of each delivery place in all delivery time periods, obtain the unified journal price after second price adjustment of each delivery place in all delivery time periods when the variance of the expected journal rate after second price adjustment of all delivery places in all delivery time periods is minimum.

In one possible design, the optimal solution module includes a first solution sub-module, a second solution sub-module, and a journal valence determination sub-module;

the first solving submodule is used for solving and obtaining the unified periodical price of each throwing period after the first price adjustment on all throwing places when the variance of the expected periodical price of each throwing period after the first price adjustment on all throwing places is minimum according to the preset constraint condition and the unified periodical price of each throwing period before the first price adjustment on all throwing places and the average periodical price before the first price adjustment when the throwing space-time dimension comprises a throwing time dimension and a throwing space dimension;

the second solving submodule is used for solving and obtaining the unified periodical price of each throwing place after the second price adjustment in all throwing time periods when the variance of the expected periodical price of each throwing place after the second price adjustment in all throwing time periods is minimum according to the preset constraint condition and the unified periodical price of each throwing place before the second price adjustment in all throwing time periods and the average periodical price before the second price adjustment when the throwing space-time dimension comprises a throwing time dimension and a throwing space dimension;

The periodical price determining submodule is respectively in communication connection with the first solving submodule and the second solving submodule and is used for determining periodical price of each throwing place after price adjustment of each throwing period according to unified periodical price of each throwing place after first price adjustment of all throwing places and unified periodical price of each throwing place after second price adjustment of all throwing places.

In one possible design, the journal value determination submodule includes a first computation Sun Mokuai and a second computation Sun Mokuai that are communicatively connected;

the first calculation Sun Mokuai is configured to calculate, for each of the delivery time periods, a ratio of the corresponding first post-price adjustment unified journal price to the corresponding first pre-price adjustment unified journal price, to obtain a corresponding price adjustment coefficient;

the second calculation Sun Mokuai is configured to calculate, for each of the delivery places, a product of the corresponding unified periodical price before the second price adjustment and the price adjustment coefficient of each of the delivery time periods, to obtain a periodical price after the price adjustment of each of the delivery time periods.

In a fifth aspect, the present invention provides a computer device comprising a memory communicatively coupled to a processor, wherein the memory is configured to store a computer program and the processor is configured to read the computer program and perform the advertisement placement pricing method according to the first aspect or any of the possible designs of the first aspect.

In a fourth aspect, the present invention provides a computer readable storage medium having instructions stored thereon which, when executed on a computer, perform the advertisement placement pricing method as described in the first aspect or any of the possible designs of the first aspect above.

In a fifth aspect, the present invention provides a computer program product comprising instructions which, when run on a computer, cause the computer to perform the advertisement placement pricing method as described above in the first aspect or any of the possible designs of the first aspect.

Drawings

In order to more clearly illustrate the embodiments of the invention or the technical solutions in the prior art, the drawings that are required in the embodiments or the description of the prior art will be briefly described, it being obvious that the drawings in the following description are only some embodiments of the invention, and that other drawings may be obtained according to these drawings without inventive effort for a person skilled in the art.

FIG. 1 is a flow diagram of an advertisement placement pricing method provided by the present invention.

FIG. 2 is a schematic diagram of an advertisement delivery pricing apparatus according to the present invention.

Fig. 3 is a schematic structural diagram of a computer device provided by the present invention.

Detailed Description

The invention will be further elucidated with reference to the drawings and to specific embodiments. The present invention is not limited to these examples, although they are described in order to assist understanding of the present invention. Specific structural and functional details disclosed herein are merely representative for purposes of describing example embodiments of the present invention. This invention may, however, be embodied in many alternate forms and should not be construed as limited to the embodiments set forth herein.

It should be understood that although the terms first and second, etc. may be used herein to describe various objects, these objects should not be limited by these terms. These terms are only used to distinguish one object from another. For example, a first object may be referred to as a second object, and similarly a second object may be referred to as a first object, without departing from the scope of example embodiments of the invention.

It should be understood that for the term "and/or" that may appear herein, it is merely one association relationship that describes an associated object, meaning that there may be three relationships, e.g., a and/or B, may represent: three cases of A alone, B alone or both A and B exist; for the term "/and" that may appear herein, which is descriptive of another associative object relationship, it means that there may be two relationships, e.g., a/and B, it may be expressed that: the two cases of A and B exist independently or simultaneously; in addition, for the character "/" that may appear herein, it is generally indicated that the context associated object is an "or" relationship.

As shown in fig. 1, the advertisement placement pricing method provided in the first aspect of the present embodiment may be performed by, but not limited to, a computer device with a certain computing resource, for example, a personal computer (Personal Computer, PC, refer to a multipurpose computer with a size, price and performance suitable for personal use, a desktop computer, a notebook computer to a small notebook computer, a tablet computer, an ultrabook, etc. all belong to a personal computer), a smart phone, a personal digital assistant (Personal digital assistant, PAD), or an electronic device such as a wearable device, etc., so that after obtaining a historical price and a historical rate of a target area (for example, an area such as a first line city) and in each placement space-time interval, the price of each placement space-time interval may be adjusted from a placement time dimension and/or a placement space dimension, so as to provide a reference opinion for advertisement services developed by an advertisement platform server in the target area, thereby realizing a purpose of balancing supply and demand, and ensuring that the advertisement platform can accept more potential advertisement demands, and fully utilize advertisement platform resources. The advertisement delivery pricing method may include, but is not limited to, the following steps S1-S2.

S1, acquiring the pre-price adjustment periodical rate and the pre-price adjustment periodical rate of each of a plurality of throwing space-time intervals in the throwing space-time dimension, wherein the throwing space-time dimension comprises a throwing time dimension and/or a throwing space dimension.

In the step S1, the drop space-time dimension may be a one-dimensional dimension including only the drop time dimension or the drop space dimension, or may be a two-dimensional dimension including the drop time dimension and the drop space dimension. For the delivery time dimension, the delivery space-time interval may be, but not limited to, a delivery period with an hour, a day, a week, a month, a quarter, or the like as a measurement unit, for example, for the whole year, the delivery space-time interval is one of 1 to 12 months. For the space dimension of the throwing space, the throwing space-time interval may be, but not limited to, a throwing place with a building, a district, a street or the like of the target area as a metering unit, for example, for the target area, the throwing space-time interval is one of all building. For the delivery time dimension and the delivery space dimension, the delivery space-time interval may be, but not limited to, a combination of the aforementioned delivery period and the aforementioned delivery location, for example, for the whole year and the target area, the delivery space-time interval may be a combination of 5 months and a building first, a combination of 9 months and a building second, or a combination of 11 months and a building third, etc. The price before the price adjustment is a historical price corresponding to the space-time interval of delivery, for example, the price of all trays in the target area in the last 5 months, the price of trays in the target area in the last year or the price of trays in the target area in the last 12 months, and the like, wherein the historical price can be extracted from historical advertisement business data, for example, the historical price which corresponds to the space-time interval of delivery and is adopted in a city space pricing mode is read from the historical advertisement business data, and can also be obtained based on historical advertisement business data statistics, for example, the average adopted price corresponding to the space-time interval of delivery and on all advertisement screens is obtained based on historical advertisement business data statistics. Similarly, the previous rate before the price adjustment is a historical rate corresponding to the space-time interval of the placement, for example, the average rate of all the trays in the target area in the last 5 months and on all the advertising screens, the average rate of the trays in the target area in the last year and on all the advertising screens, the average rate of the trays in the target area in the last 12 months and on all the advertising screens, and the like, wherein the historical rate can be obtained by statistics in a conventional manner based on historical advertising business data. In addition, any two of the plurality of delivery space-time intervals may be adjacent or discrete, for example, two delivery sites may be adjacent or discrete, and two delivery periods may be adjacent or discrete.

S2, solving to obtain the post-price-adjustment periodical price of each throwing space-time interval when the variance of the post-price-adjustment periodical rate of the plurality of throwing space-time intervals is minimum according to preset constraint conditions and the pre-price-adjustment periodical price and the pre-price-adjustment periodical rate of each throwing space-time interval, wherein the preset constraint conditions are used for constraining the periodical price value range and the pre-price-adjustment periodical rate value range of each throwing space-time interval after price adjustment.

In the step S2, the preset constraint condition includes, but is not limited to, any one of the following conditions (B) to (G) or any combination thereof.

(B) And the advertisement putting nutrient value of each putting space-time interval in the plurality of putting space-time intervals before and after price adjustment is in a first preset range.

In the condition (B), for the ith one of the plurality of delivery spatiotemporal intervals, the formula expression is:

wherein alpha is ₁ Representing the lower limit value, beta, of the first preset range ₁ The upper limit value of the first preset range is represented, and the first preset range can be preset independently for each throwing space-time interval or for a plurality of throwing time intervalsAnd uniformly presetting the empty intervals. For example, lower limit value alpha ₁ Can be preset to 0.9, and the upper limit value beta ₁ The preset value is 1.3, which means that for the ith delivery space-time interval, the advertising delivery revenue after price adjustment is more than or equal to 0.9 times of the advertising delivery revenue before price adjustment, and less than or equal to 1.3 times of the advertising delivery revenue before price adjustment.

(C) The cost ratio value of the periodical sample before and after the price adjustment of each throwing space-time interval in the throwing space-time intervals is in a second preset range.

In the condition (C), for the ith one of the plurality of delivery spatiotemporal intervals, the formula expression is:

wherein alpha is ₂ Representing the lower limit value, beta, of the second preset range ₂ The upper limit value of the second preset range is represented, and the second preset range can be preset independently for each of the throwing space-time intervals or can be preset uniformly for a plurality of throwing space-time intervals. For example, lower limit value alpha ₂ Can be preset to 0.5, and the upper limit value beta ₂ The preset value is 1.3, which means that for the ith space-time period of delivery, the price of the periodical after price adjustment is greater than or equal to 0.5 times of the price of periodical before price adjustment, and is less than or equal to 1.3 times of the price of periodical before price adjustment.

(D) And the advertising release revenue profit margin of each release time-space interval in the plurality of release time-space intervals after price adjustment is in a third preset range.

In the condition (D), for the ith one of the plurality of delivery spatiotemporal intervals, the formula expression is:

wherein D is _i Represents the advertisement delivery cost corresponding to the ith delivery space-time interval (which is before price adjustmentThe same value later), alpha ₃ Representing the lower limit value, beta, of the third preset range ₃ The upper limit value of the third preset range is represented, and the third preset range can be preset independently for each of the throwing space-time intervals or can be preset uniformly for a plurality of throwing space-time intervals. For example, lower limit value alpha ₃ Can be preset to 0.9, and the upper limit value beta ₃ The preset value is 1.3, which means that for the ith delivery space-time interval, the advertising delivery profit margin after price adjustment is greater than or equal to 0.9 times of the advertising delivery profit margin before price adjustment, and is less than or equal to 1.3 times of the advertising delivery profit margin before price adjustment.

(E) For any two of the plurality of throwing space-time intervals, if the pre-price adjustment rate of one throwing space-time interval is higher than the pre-price adjustment rate of the other throwing space-time interval, the post-price adjustment rate of the one throwing space-time interval is also higher than the post-price adjustment rate of the other throwing space-time interval.

In the condition (E), aiming at the ith throwing space-time interval and the jth E [1, N ] throwing space-time interval in the throwing space-time intervals, the formula expression is that:

if gamma is _i ＞γ _j V' _i ＞ν′ _j

Wherein, gamma _j Representing the rate of periodical up before price adjustment corresponding to the j-th throwing space-time interval, v' _j And representing the price of the post-price-adjustment journal corresponding to the j-th throwing space-time interval, so that if the higher the upper journal rate before price adjustment is, the higher the business value of the corresponding throwing space-time interval is reflected, the higher the corresponding price of the post-price-adjustment journal is, so that the practical economic condition is met.

(F) Aiming at each of the plurality of throwing space-time intervals, the corresponding post-price adjustment periodical rate is a decimal which is not less than zero and not more than one, and the corresponding post-price adjustment periodical rate is a positive number.

In the condition (F), for the ith one of the plurality of delivery spatiotemporal intervals, the formula expression is: gamma 'is 0 to or less' _i ≤1,ν′ _i And more than 0, thereby ensuring that the rate of the periodical after the price adjustment and the periodical price after the price adjustment are both in the normal value range.

In the condition (G), for the ith one of the plurality of delivery spatiotemporal intervals, the formula expression is:in (1) the->And expressing the price of the friends and periodicals corresponding to the ith putting space-time interval, wherein the price can be independently preset for each putting space-time interval, and can also be uniformly preset for a plurality of putting space-time intervals, so that the price of the periodicals after price adjustment has price competitive advantages relative to friends and periodicals.

In the step S2, according to the preset constraint condition and the pre-adjustment and pre-adjustment periodical rates of the respective put space-time intervals, the mathematical model of the post-adjustment periodical rates of the respective put space-time intervals when the variance of the post-adjustment periodical rates of the respective put space-time intervals is minimum is solved, that is, a time-period one-price mathematical model for the put time dimension, a place one-price mathematical model for the put space dimension, or a place one-price mathematical model for the put time dimension and the put place dimension, where the following formulas can be unified to represent the corresponding objective function:

wherein sigma represents the standard deviation of the rate of the multiple space-time intervals after price adjustment ² Representing the variance of the rate of the periodical up after the price adjustment of the plurality of the throwing space-time intervals,and the average value of the rate of the periodical charges after the price adjustment of the plurality of the throwing space-time intervals is represented. In addition, the time period one price mathematical model can be understood as that under the constraint conditions of ensuring that the overall budget of the existing customer is unchanged, after the price of the delivery time dimension is adjusted, the target delivery time period can be normally selected for the potential customer; the one-place monovalent digital model can be understood as that under the constraint conditions of ensuring that the overall budget of the existing clients is unchanged, after the price of the delivery space dimension is adjusted, the upper periodical rate is leveled, and the potential clients can normally select the target delivery places; the one-place one-period one-price mathematical model can be understood as a target delivery time period which can be normally selected to a target delivery place for potential customers after the delivery time dimension and the delivery space dimension are adjusted and the upper periodical rate is leveled under the constraint conditions of ensuring that the overall budget of the existing customers is unchanged; therefore, the platform can be ensured to be capable of bearing more advertisement demands, and the overall revenue of the platform is increased.

In the step S2, the specific solving process is preferably: according to preset constraint conditions and the pre-price adjustment periodical rate of each put-in space-time interval, solving to obtain the post-price adjustment periodical rate of each put-in space-time interval when the variance of the post-price adjustment periodical rate of the put-in space-time intervals is minimum, wherein the method comprises the following steps S201-S203.

S201, abstracting a constraint optimization problem containing N variables and K constraint conditions according to preset constraint conditions, the pre-price adjustment periodical rate and the pre-price adjustment periodical rate of each throwing space-time interval, wherein N represents the number of throwing space-time intervals in the throwing space-time intervals, K represents the number of constraint conditions in the preset constraint conditions, and the constraint optimization problem is used for minimizing the variance of the post-price adjustment periodical rate of the throwing space-time intervals.

In the step S201, according to a preset constraint condition, the pre-adjustment periodical rate and the pre-adjustment periodical rate of each of the throwing space-time intervals, a constraint optimization problem including N variables and K constraint conditions is abstracted, that is, the one-time one-price mathematical model, the one-place one-price mathematical model or the one-place one-time one-price mathematical model is abstracted.

S202, the Lagrangian multiplier is referenced to convert the constrained optimization problem into an unconstrained optimization problem containing N+K variables.

In the step S202, the objective function optimal solution model under the constraint condition is the one-time-period one-price mathematical model, the one-place one-price mathematical model, or the one-place one-time-period one-price mathematical model, so that the lagrangian multiplier can be used to convert into the unconstrained optimization problem. The lagrangian multiplier is a method for solving the extremum of a function f (x 1, x 2) under the constraint condition of g (x 1, x 2.) =0, the main idea is to introduce a new parameter lambda, link the constraint condition function with the original function, and enable equation equations with the same number of variables to be prepared, so that the solution of each variable obtaining the extremum of the original function is solved, and the specific conversion process is the existing conventional mode.

S203, carrying out optimal solution processing on the unconstrained optimization problem by adopting a least square method, a gradient descent method or a Newton iteration method to obtain the post-price adjustment periodical price of each of the plurality of the input space-time intervals when the variance of the post-price adjustment periodical rate of the plurality of the input space-time intervals is minimum.

In the step S203, the least square method, the gradient descent method and the newton iteration method are all existing mathematical methods, so that the post-pricing example prices of each of the plurality of post-pricing space-time intervals can be obtained based on a conventional manner when the variance of the post-pricing rate of the plurality of post-pricing space-time intervals is minimum, thereby achieving the purpose of obtaining new advertisement placement pricing.

According to the method for pricing advertisement delivery described in the steps S1-S2, a new data processing scheme for pricing advertisement delivery in the delivery space-time dimension is provided, namely, the pre-price adjustment and pre-price adjustment upper periodical rate of each delivery space-time interval in a plurality of delivery space-time intervals in the delivery space-time dimension are firstly obtained, then according to preset constraint conditions and the pre-price adjustment upper periodical rate of each delivery space-time interval, the post-price adjustment upper periodical rate of each delivery space-time interval when the variance of the post-price adjustment upper periodical rate of the plurality of delivery space-time intervals is minimum is solved, and therefore the price adjustment of each delivery space-time interval can be adjusted from the delivery space dimension and/or the delivery space dimension, the purpose of balancing supply and demand of one time interval, one price interval or one price interval of one place is achieved, and the advertisement platform can be ensured to accept more potential advertisement demands, and resources of the advertisement platform are fully utilized.

The embodiment further provides a possible design 1 for advertisement placement pricing in a placement time dimension on the basis of the technical solution of the first aspect, that is, when the placement time dimension includes a placement time dimension, according to a preset constraint condition and the pre-price adjustment and pre-price adjustment upper-price ratio of each placement time-space section, solving to obtain the post-price adjustment upper-price ratio of each placement time-space section when the variance of the post-price adjustment upper-price ratio of the multiple placement time-space sections is minimum, including but not limited to the following step S21: according to the preset constraint conditions, the unified periodical price of each throwing period before the first price adjustment of all throwing places and the average periodical price feeding rate before the first price adjustment, solving to obtain the unified periodical price of each throwing period after the first price adjustment of all throwing places when the variance of the expected periodical price feeding rate of all throwing periods after the first price adjustment of all throwing places is minimum.

In the step S21, the respective delivery time periods are the respective delivery time-space intervals, for example, each month of 1 to 12 months. The first unified price is a unified historical price of all the throwing places in the target area corresponding to the throwing period, for example, the unified historical price is the adopted price of the corresponding month in a city price pricing mode, or the average adopted price of all advertising screens of all the building plates in the target area corresponding to the month is obtained through statistics. The average upper periodical rate before the first price adjustment is the average historical upper periodical rate of all the throwing places in the target area corresponding to the throwing period. The specific solving process in the step S21 can refer to the foregoing steps S201 to S203, which are not repeated here. Through the step S21, the obtained first adjusted unified periodical price of each putting period on all putting places can be used as a result of one-period one-price pricing in the putting time dimension, so that the purpose of balancing supply and demand under one-period one-price is achieved, the advertising platform is ensured to be capable of bearing more potential advertising demands, and the advertising platform resources are fully utilized.

Based on the possible design one detailed in the step S21, the obtained unified periodical price of each throwing period after the first price adjustment on all throwing places can be specifically used as a result of pricing a period of price in the throwing time dimension, so that the purpose of balancing supply and demand under the price of a period of time is achieved, the advertising platform is ensured to be capable of bearing more potential advertising demands, and the advertising platform resources are fully utilized.

The embodiment further provides a second possible design for advertisement placement pricing in a placement space dimension on the basis of the technical solution of the first aspect, that is, when the placement space dimension includes a placement space dimension, according to a preset constraint condition and the pre-price adjustment and pre-price adjustment upper periodical rates of each placement space-time interval, solving to obtain the post-price adjustment upper periodical rates of each placement space-time interval when the variance of the post-price adjustment upper periodical rates of the multiple placement space-time intervals is minimum, including but not limited to the following step S22: according to the preset constraint conditions, the unified periodical price of each throwing place before the second price adjustment of all throwing periods and the average periodical price feeding rate before the second price adjustment, solving to obtain the unified periodical price of each throwing place after the second price adjustment of all throwing periods when the variance of the expected periodical price feeding rate of all throwing places after the second price adjustment of all throwing periods is minimum.

In the step S22, the respective delivery sites are the respective delivery time-space intervals, for example, the respective floors among all floors in the target area. The unified price before the second price adjustment is the unified historical price corresponding to all the delivery time periods of the delivery field, for example, the adopted price corresponding to the building and in a city price pricing mode, or the average adopted price corresponding to the building and on all advertisement screens of the whole year is obtained through statistics. The average upper periodical rate before the second price adjustment is the average historical upper periodical rate of all the throwing periods where the corresponding throwing field is located. The specific solving process in the step S22 can refer to the foregoing steps S201 to S203, which are not repeated here. Through the step S22, the obtained unified periodical price of each throwing place after the second price adjustment in all throwing time periods can be used as a result of one place price pricing in the throwing space dimension, so that the purpose of balancing supply and demand under one place price is achieved, the advertising platform is ensured to be capable of bearing more potential advertising demands, and the advertising platform resources are fully utilized.

Based on the second possible design described in detail in the step S22, the obtained unified periodical price of each throwing place after the second price adjustment in all throwing periods can be specifically used as a result of pricing the price of one place in the throwing space dimension, so that the purpose of balancing supply and demand under the price of one place is achieved, the advertising platform is ensured to be capable of bearing more potential advertising demands, and the advertising platform resources are fully utilized.

The embodiment further provides a third possible design for advertisement placement pricing in a placement time dimension and a placement space dimension based on the first aspect and the first and second possible designs, that is, when the placement time dimension includes the placement time dimension and the placement space dimension, according to a preset constraint condition and the pre-price adjustment upper price ratio of each placement space-time interval, solving to obtain the post-price adjustment upper price of each placement space-time interval when the variance of the post-price adjustment upper price ratio of the multiple placement space-time intervals is minimum, including but not limited to the following steps S21 to S23.

S21, solving to obtain the unified periodical price of each throwing period after the first price adjustment on all throwing places when the variance of the expected periodical rate of all throwing periods after the first price adjustment on all throwing places is minimum according to the preset constraint condition and the unified periodical price of each throwing period before the first price adjustment on all throwing places and the average periodical rate before the first price adjustment.

S22, solving to obtain the unified periodical price of each throwing place after the second price adjustment in all throwing periods when the variance of the expected periodical rate of all throwing places after the second price adjustment in all throwing periods is minimum according to the preset constraint conditions and the unified periodical price of each throwing place before the second price adjustment in all throwing periods and the average periodical rate before the second price adjustment.

S23, determining the post-adjustment journal price of each throwing place in each throwing period according to the first post-adjustment unified journal price of each throwing period in all throwing places and the second post-adjustment unified journal price of each throwing place in all throwing periods.

For specific details of the foregoing steps S21 to S22, reference may be made to the foregoing possible designs one and two, and in the foregoing step S23, the following steps S231 to S232 are preferably but not limited to included.

S231, calculating the ratio of the corresponding first unified periodical price after the first price adjustment to the corresponding unified periodical price before the first price adjustment according to each throwing period to obtain the corresponding price adjustment coefficient.

In the step S231, for the xth delivery period (x represents a positive integer), the corresponding valence coefficient η _x The calculation can be performed according to the following formula:

wherein V is _x ' represents the first post-adjustment unified journal example price corresponding to the xth delivery period, V _x And representing the first pre-price adjustment unified journal price corresponding to the x-th delivery time period.

S232, respectively calculating products of the corresponding unified periodical price before the second price adjustment and the price adjustment coefficients of the respective throwing periods according to the throwing places to obtain corresponding periodical price after the price adjustment of the respective throwing periods.

At the step ofIn S232, for the y-th delivery place (y represents a positive integer), in the x-th delivery period, the corresponding post-price-adjustment journal price V' _x,y The calculation can be performed according to the following formula:

V′ _x,y ＝V′ _y η _x

wherein V is _y ' represents the second post-adjustment journal price corresponding to the y-th delivery location. Therefore, the price of the periodical after the price adjustment of each throwing place in each throwing period can be used as a result of pricing a place for a period of time and a price of a throwing space in the throwing time dimension, the purpose of balancing supply and demand under the place for the period of time and the price is achieved, the advertising platform is ensured to be capable of bearing more potential advertising demands, and the advertising platform resources are fully utilized.

Based on the possible designs three described in detail in the foregoing steps S21 to S23, the obtained price of the periodical of each delivery place after the price adjustment of each delivery time period can be specifically used as a result of pricing one place for one period of time and one price of the delivery space in the delivery time dimension, so as to achieve the purpose of balancing supply and demand under one place for one period of time and one price, ensure that the advertising platform can accept more potential advertising demands, and fully utilize the advertising platform resources.

As shown in fig. 2, in a second aspect of this embodiment, a virtual device for implementing the advertisement delivery pricing method according to the first aspect or any of the possible designs of the first aspect is provided, where the virtual device includes a data acquisition module and an optimal solution module that are communicatively connected;

The working process, working details and technical effects of the foregoing apparatus provided in the second aspect of the present embodiment may refer to the first aspect or any possible design of the advertisement delivery pricing method in the first aspect, which are not described herein again.

As shown in fig. 3, a third aspect of this embodiment provides a computer device for executing the advertisement placement pricing method according to the first aspect or any of the possible designs according to the first aspect, where the memory is configured to store a computer program and the processor is configured to read the computer program and execute the advertisement placement pricing method according to the first aspect or any of the possible designs according to the first aspect. By way of specific example, the Memory may include, but is not limited to, random-Access Memory (RAM), read-Only Memory (ROM), flash Memory (Flash Memory), first-in first-out Memory (FirstInput First Output, FIFO), and/or first-in last-out Memory (First Input Last Output, FILO), etc.; the processor may be, but is not limited to, a microprocessor of the type STM32F105 family. In addition, the computer device may include, but is not limited to, a power module, a display screen, and other necessary components.

The working process, working details and technical effects of the foregoing computer device provided in the third aspect of the present embodiment may refer to the first aspect or any possible design of the advertisement delivery pricing method in the first aspect, which are not described herein again.

A fourth aspect of the present embodiment provides a computer readable storage medium storing instructions comprising the first aspect or any of the first aspects of the possible designs of the advertisement placement pricing method, i.e. the computer readable storage medium has instructions stored thereon that when run on a computer perform the advertisement placement pricing method as described in the first aspect or any of the first aspects of the possible designs. The computer readable storage medium refers to a carrier for storing data, and may include, but is not limited to, a floppy disk, an optical disk, a hard disk, a flash Memory, and/or a Memory stick (Memory stick), etc., where the computer may be a general purpose computer, a special purpose computer, a computer network, or other programmable devices.

The working process, working details and technical effects of the foregoing computer readable storage medium provided in the third aspect of the present embodiment may refer to the advertisement delivery pricing method in the first aspect or any possible design in the first aspect, and will not be described herein.

A fifth aspect of the present embodiments provides a computer program product comprising instructions which, when run on a computer, cause the computer to perform the advertisement placement pricing method as described in the first aspect or any of the possible designs of the first aspect. Wherein the computer may be a general purpose computer, a special purpose computer, a computer network, or other programmable apparatus.

Finally, it should be noted that the invention is not limited to the alternative embodiments described above, but can be used by anyone in various other forms of products in the light of the present invention. The above detailed description should not be construed as limiting the scope of the invention, which is defined in the claims and the description may be used to interpret the claims.

Claims

1. A method of advertisement placement pricing, comprising:

according to a preset constraint condition and the pre-price adjustment periodical rate of each throwing space-time interval, solving to obtain the post-price adjustment periodical rate of each throwing space-time interval when the variance of the post-price adjustment periodical rates of the throwing space-time intervals is minimum, and specifically comprising: abstracting a constraint optimization problem containing N variables and K constraint conditions according to preset constraint conditions, namely a value range of the periodical example after price adjustment and a value range of the periodical rate after price adjustment of each throwing space-time interval, N represents the number of throwing space-time intervals in the throwing space-time intervals, K represents the number of constraint conditions in the preset constraint conditions, and the constraint optimization problem is used for enabling variances of the periodical rate after price adjustment of the throwing space-time intervals to be minimized; converting the constrained optimization problem into an unconstrained optimization problem containing n+k variables by referring to lagrangian multipliers; and carrying out optimal solution processing on the unconstrained optimization problem by adopting a least square method, a gradient descent method or a Newton iteration method to obtain the post-price adjustment periodical price of each of the plurality of the input space-time intervals when the variance of the post-price adjustment periodical rate of the plurality of the input space-time intervals is minimum.

2. The method of claim 1, wherein the preset constraints comprise any one of the following conditions (B) - (G) or any combination thereof:

3. The method of claim 1, wherein when the drop space-time dimension includes a drop time dimension, solving to obtain the post-price adjustment journal price for each drop space-time interval when the variance of the post-price adjustment journal rate for the plurality of drop space-time intervals is minimum according to a preset constraint condition and the pre-price adjustment journal price and the pre-price adjustment journal rate for each drop space-time interval, comprising:

4. The method of claim 1, wherein when the drop space-time dimension includes a drop space dimension, solving to obtain the post-price adjustment journal price for each drop space-time interval when the variance of the post-price adjustment journal rate for the plurality of drop space-time intervals is minimum according to a preset constraint condition and the pre-price adjustment journal price and the pre-price adjustment journal rate for each drop space-time interval, comprising:

5. The method of claim 1, wherein when the drop space-time dimension includes a drop time dimension and a drop space dimension, solving to obtain the post-price adjustment journal price for each drop space-time interval when the variance of the post-price adjustment journal rate for the plurality of drop space-time intervals is minimum according to a preset constraint condition and the pre-price adjustment journal price and the pre-price adjustment journal rate for each drop space-time interval, comprising:

6. The method of claim 5, wherein determining the post-bid price for each of the drop sites for each of the drop periods based on the first post-bid uniform price for each of the drop periods over the all drop sites and the second post-bid uniform price for each of the drop sites over the all drop periods comprises:

7. The advertisement putting pricing device is characterized by comprising a data acquisition module and an optimal solving module which are in communication connection;

the optimal solving module is used for solving and obtaining the post-price-adjustment periodical values of the plurality of throwing space-time intervals when the variance of the post-price-adjustment periodical values of the plurality of throwing space-time intervals is minimum according to preset constraint conditions and the pre-price-adjustment periodical values of the plurality of throwing space-time intervals, and specifically comprises a problem abstraction sub-module, a problem conversion sub-module and a solving processing sub-module which are connected in sequence in a communication manner;

the problem abstraction sub-module is configured to abstract a constraint optimization problem containing N variables and K constraint conditions according to preset constraint conditions and the pre-price adjustment periodical rate of each input space-time interval, where the preset constraint conditions are used to constrain a periodical rate value range and an upper periodical rate value range of each input space-time interval after price adjustment, N represents the number of input space-time intervals in the multiple input space-time intervals, K represents the number of constraint conditions in the preset constraint conditions, and the constraint optimization problem is used to minimize variance of the post-price adjustment periodical rate of the multiple input space-time intervals;

8. A computer device comprising a memory communicatively coupled to a processor, wherein the memory is configured to store a computer program and the processor is configured to read the computer program to perform the advertisement placement pricing method according to any of claims 1-6.

9. A computer readable storage medium having instructions stored thereon which, when executed on a computer, perform the advertisement placement pricing method according to any of claims 1-6.