CN101169842A - Advertisement management method, advertisement billing method and advertisement system - Google Patents

Advertisement management method, advertisement billing method and advertisement system Download PDF

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Publication number
CN101169842A
CN101169842A CN 200710075687 CN200710075687A CN101169842A CN 101169842 A CN101169842 A CN 101169842A CN 200710075687 CN200710075687 CN 200710075687 CN 200710075687 A CN200710075687 A CN 200710075687A CN 101169842 A CN101169842 A CN 101169842A
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advertisement
ad
advertising
quality
ads
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CN 200710075687
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Chinese (zh)
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冠 王
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腾讯科技(深圳)有限公司
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    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination

Abstract

本发明提供一种广告管理方法,包括:获取至少一个广告的广告信息的步骤;根据取得的至少一个广告的广告信息进行广告质量评估,得到至少一个广告的广告质量的步骤;根据至少一个广告的广告质量进行优先级别管理的步骤。 The present invention provides an advertisement management method, comprising: the step of obtaining at least one advertisement information advertisement; advertising quality assessment in accordance with at least one advertisement of the advertisement information obtained, the step of obtaining at least one ad quality advertisement; according to at least one ad ad quality step priority management. 本发明还提供一种广告计费方法和广告系统。 The present invention also provides a method of ad and ad accounting systems. 本发明提供的广告管理方法、广告计费方法及广告系统降低了广告发布的点击付费成本,从而减少了广告发布方的成本,提高广告发布的效果和性价比,间接的刺激广告发布方积极竞价。 Advertising management methods of the present invention provides, advertising billing method and advertising system reduces the cost of pay per click advertising, thus reducing the cost of advertising side, to improve the effectiveness and cost-effective advertising, indirect advertising to actively stimulate bidding. 同时通过用匹配度、点击率等因素影响广告优先级别,使得广告和所在页面的匹配度增加,提升了广告效果也使得广告经营方的收益得到了保证。 At the same time the impact of advertising by priority with the matching factors, such as click-through rate, making the matching ad and the page where the increase, enhance advertising effectiveness also makes advertising revenue side is guaranteed.

Description

广告管理方法、广告计费方法及广告系统 Advertising management, advertising and advertising system accounting method

技术领域 FIELD

本发明涉及电数字数据处理领域,特别涉及一种广告管理方法、广告计费方法及广告系统。 The present invention relates to electrical digital data processing, and more particularly relates to an advertisement management method, and a method of charging advertisement advertising system.

背景技术 Background technique

在互联网上发布广告已成为众多商家进行宣传推广的优选方式。 Advertising on the Internet has become the preferred way many businesses conduct of the promotion. 现阶段广告竟价方式一般是按照广告发布方即商家为广告单次或每多次点击所出的价格(以下统称"点击出价,,)来决定广告的优先级别。点击出价高的广告优先级别高,反之则优先级别低。优先级别高的广告,其广告形式、在页面的位置、所占面积、在广告列表中的排位等发布条件或发布方案优于优先级别低的广告。现有的计费方法是浏览广告所在页面的用户点击广告后,广告经营方按照该广告的点击出价与点击次数的乘积向广告发布方收费。使用现有技术按照出价进行广告发布,会出现点击出价很高的广告,虽然拥有很高的优先级别,拥有发布优势,但因为广告质量差或吸引力小,用户在浏览页面内容时,很少点击广告;依据点击次数进行收费将导致广告实际效果并不好, 最终影响广告发布方的利益。另一方面,单纯以点击出价排名的竟价 Advertising price bidding stage manner in accordance with generally advertising for the advertising business side that is single or multiple clicks per price calculation (hereinafter referred to as "click bid ,,) to determine the priority level of advertising. High priority of CPC ads high, whereas low-level high-priority takes precedence advertising, its forms of advertising, location on the page, the occupied area, and other ranking list published in advertisements published conditions or low priority programs better than advertising. existing billing method is a user browses the page where the ad clicks on an ad, advertising charge advertisers square issuer bids in accordance with the product of the number of clicks the ad using existing technology advertising in accordance with the bid, click the bid will be very high advertising, though they have a very high priority, has released advantages, but because of poor quality or less attractive advertising when users browse the page content, rarely click on ads; charges based on the number of clicks will lead to actual effect is not advertising well, ultimately affect the interests of the advertising side. On the other hand, simply to click on the bid price bidding ranking 式可能造成广告内容和所在页面的内容不匹配,即广告和页面内容的匹配度较低的情况,影响广告发布效果。上述广告与页面内容的匹配度是指广告的主题或内容与广告所在页面内容的相关程度,以下筒称"匹配度"。 Type may cause content and advertising content page where mismatch, ie, lower matching ad and page content, the impact of advertising effect. Degree of matching ads to a page's content refers to the content or subject of the advertisement and the ad's page relevance of content, the tube referred to as "matching."

另外,现有技术根据点击出价进行计费,可能造成广告发布方浪费广告费用的情况。 In addition, the prior art billing based on bids, the situation may result in wasted advertising party advertising costs. 举例来说,对于同一个关键词"汽车",广告发布方对广告A的点击出价为O. 5元,对广告B的点击出价为l. OO元,广告A的优先级别低于广告B,广告A的投放和排布将次于广告B。 For example, for the same keyword "car", publisher of the advertisement CPC ads A is O. 5 million, bids for ad B is l. OO yuan, priority advertisement advertisement A less than B, a ad delivery and arrangement of the inferior ad B. 用户每点击一次广告B,广告发布方应付费l. OO元,将造成广告发布方浪费O. 49元广告费,因为实际上广告B的点击价格只需O. 51元就可以拥有比广告A高的优先级别。 User B per click advertising, advertising shall pay l. OO yuan, will result in wasted advertising publisher O. 49 yuan advertising costs, because the price of the ad actually click on the B's only O. 51 yuan can have than advertising A high priority. 这样会使得广告发布方不敢竟价,影响广告发布方的广告投放力度和广告经营方的广告收入。 This will make the ad publisher can not price competition, the impact of advertising advertising advertising revenue side of the business side of advertising and intensity.

发明内容 SUMMARY

本发明的目的在于提供一种广告管理方法、广告计费方法及广告系统, 以减少广告发布方的成本,提高广告发布的效果。 Object of the present invention to provide an advertisement management method, and a method of charging advertisement advertising system, in order to reduce the cost of the advertising party, to improve the effect of advertising.

本发明提供一种广告管理方法,包括:获取至少一个广告的广告信息的 The present invention provides an advertisement management method, comprising: obtaining at least one advertisement of the advertisement information of

步骤;根据取得的至少一个广告的广告信息进行广告质量评估,得到至少一个广告的广告质量的步骤;根据至少一个广告的广告质量进行优先级别管理的步骤。 Steps; according to at least one advertisement advertisement information acquired ad quality assessment step of obtaining at least one ad quality advertising; step priority level management of ad quality based on at least one ad.

上述广告质量评估是对广告信息或加权后的广告信息进行逻辑运算和/ 或数学运算,将运算结果作为广告质量。 Quality assessment said advertisement information is advertisement information or the advertisement weighted for logical and / or mathematical operations, the operation result as the ad quality.

上述广告质量评估是将广告的点击出价与点击率的乘积作为广告质量; 或将广告的点击出价与匹配度的乘积作为广告质量;或将广告的点击出价乘以点击率,再乘以匹配度的乘积作为广告质量。 Said advertisement product quality assessment is the CPC and CTR ads as ads quality; a product of CPC or degree of matching ads as ads quality; ad clicks or CTR bid by, multiplied by Match as an advertising product quality.

本发明还提供一种广告计费方法,包括:评估待计费广告达到当前优先级别所需要的最低广告质量;根据最低广告质量计算待计费广告的实际广告费。 The present invention also provides a method of charging advertisement, comprising: evaluating ads to be charged the lowest priority ads quality currently required; the actual advertising fee calculated minimum mass advertising ads to be charged.

上述评估最低广告质量是选取广告质量次于待计费广告的另一广告,将另一广告的广告质量作为待计费广告的最低广告质量。 Above evaluation is to select the lowest quality ad ad ad quality inferior to other ads to be charged, the quality of another ad ad ad as a minimum quality of the ads to be charged.

上述计算实际广告费是用待计费广告的最低广告质量除以待计费广告的点击率所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费; 或者是用待计费广告的最低广告质量除以待计费广告的匹配度所得的商值, 加上最小计费单位的和值作为待计费广告的实际广告费;或者是用待计费广告的最低广告质量除以待计费广告的匹配度,再除以待计费广告的点击率所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费。 Above to calculate the actual advertising costs resulting click-through rate is the quotient of the lowest quality ads to be charged to be charged divided by the ad's ad, plus the value of the minimum billing unit and as the actual advertising costs to be charged advertising; or the resulting matching ads with the lowest quality ads to be charged to be charged divided by the advertising business value, and the value of the minimum billing unit plus the fee to be charged as an actual advertisement advertisement; or is to be charged with advertising matching the lowest quality ads to be charged divided by the advertising, the resulting click-through rate to be charged divided by the advertising business value, and the value of the minimum billing unit plus the fee to be charged as an actual advertisement advertising.

本发明还提供一种广告系统,包括:获取广告信息的信息获取模块;评估广告质量的质量评估模块;对广告进行优先级别管理的优先级别管理模块; 信息获取模块将取得的广告信息发送给质量评估模块,由其对广告质量进行评估,质量评估模块将评估得到的广告质量发送给优先级别管理模块进行优先级别管理。 The present invention further provides an advertising system, comprising: acquiring the advertisement information acquisition module; ad quality assessment quality assessment module; the ad priority management module priority management; information obtaining module transmitting advertisement information to the quality of the acquired evaluation module, its assessment of the quality of advertising, sending ad quality assessment quality assessment module will give priority to the management module priority management.

上述信息获取模块包括点击出价单元、点击率单元和/或匹配度单元,分别获取广告的点击出价、点击率和/或匹配度信息,信息获取模块将点击出价单元、点击率单元和/或匹配度单元分别获取到的广告信息发送给质量评估模块。 Said information acquisition module comprises CPC unit, a CTR unit and / or matching unit, respectively acquire CPC ads, CTR and / or matching degree information, the information acquisition module CPC unit CTR unit and / or matching of the units are acquired advertisement information sent to the quality assessment module.

上述广告质量评估模块对广告信息或加权的广告信息进行逻辑运算和/ 或数学运算,将运算结果作为广告质量。 The advertisement quality assessment module for logical and / or mathematical operations weighted advertisement information or advertisement information, the operation result as the ad quality.

上述广告系统还包括:计算广告实际广告费的计费模块,计费模块分别与质量评估模块和信息获取模块连接,根据广告质量和广告信息计算广告的实际广告费。 The advertisement system further comprising: calculating the actual advertisement billing module of the advertisement fee, the accounting module is respectively connected to the obtaining module and a quality assessment module information, to calculate the actual advertisement fee according to the advertisement advertising the advertisement information quality.

本发明提供的广告管理方法、广告计费方法及广告系统,通过用匹配度、 Ad management method provided by the invention, advertisements and advertising systems charging method, by using the degree of matching,

点击率等因素影响广告优先级别,使得广告和所在页面的匹配度增加,提升了广告效果,提高了广告发布的效果和性价比,间接地刺激广告发布方积极竟价;同时降低了广告发布的实际广告费,减少了广告发布方的成本,也使得广告经营方的收益得到了保证。 Advertising click-through rate and other factors affecting the level of priority, so that matching ad and the page where the increase, enhance advertising effectiveness and improve the effectiveness and cost of advertising, indirect advertising to actively stimulate price competition; while reducing the actual advertising advertising costs, reduce the cost of advertising side, but also makes advertising revenue side is guaranteed.

附图说明 BRIEF DESCRIPTION

图l是本发明第一实施例广告管理方法示意图; 图2是本发明第四实施例广告计费方法示意图; 图3是本发明第五实施例广告系统的结构示意图; 图4是本发明第五实施例广告系统的工作流程示意图。 Figure l is a schematic diagram of the advertisement management method of the first embodiment of the present invention; FIG. 2 is a schematic view of a fourth embodiment of the charging method according to the present invention, advertising; FIG. 3 is a schematic view of a fifth embodiment of the present invention, the advertisement system; FIG. 4 is a section according to the present invention workflow Example five advertisement system embodiment FIG.

本发明目的的实现、功能特点及优点将结合实施例,参照附图做进一步说明。 Implementation, features and advantages of the object of the present invention with reference to examples, further described with reference to drawings.

具体实施方式 Detailed ways

以下提出本发明的第一实施例。 The following presents a first embodiment of the present invention. 本实施例提供广告管理方法,根据广告信息对广告质量进行评估,根据评估得到的广告质量确定广告的优先级别, 进而根据优先级别对广告的投放条件和投放方案进行区别处理。 This embodiment provides a method of advertising management, according to the advertisement information to assess the quality of the ads, ads based on determined priority ads quality assessment obtained for further processing in accordance with the difference between priority and delivery scheme to serve ads.

上述广告信息包括点击出价、点击率、广告与所在页面的匹配度等信息。 The advertisement information includes information click bid, CTR, ad matching degree with the host page. 其中点击率是用于#f量用户点击广告有效次数的参数,可通过计算或查询获取。 Which hits for #f effective amount of a user clicks on the number of parameters, can be obtained by calculation or query. 本实施例可采用多种计算方法,其中一种计算方法是将广告有效点击次数除以广告所在页面总的点击次数得到的商值作为点击率。 The present embodiment may employ various calculation methods, one method is to calculate an effective ad clicks divided by the total value of the page where the ad clicks obtained as CTR. 可釆用多种标准衡量点击是否为广告的有效点击,衡量标准包括点击来自不重复的IP地址、 观看广告持续时长超过预订时长、来自同一IP地址的两次点击的间隔超过预定时长等。 May preclude the measure clicks whether the ad is valid clicks using a variety of standards, metrics including clicks from not duplicate IP addresses, viewing duration longer than booking when advertising continues, and long time twice from the same IP address click interval exceeds a predetermined.

匹配度也可以通过计算或查询获取,匹配度的计算有多种方法,其中一种计算方法是根据文本分词技术,用向量空间模型来表示目标页面。 Match may be obtained by calculation or query, matching degree calculation There are several ways, one of which is calculated according to the text word art, with the vector space model to represent the target page.

设页面内容(关键词,权重)的向量为T,其计算公式(1)为: Tj= (Wl, j,W2, j,W3, j,…,Wi,j) (1) 其中,Wi, j代表关键词i在页面j中的权重,Wi, j取值为正数; 对广告选取至少一个关键词以概括广告的主题或内容,将广告(包括关键词、广告所在页面、广告内容)进行分词,对应广告向量Tk计算公式(2)为: Tk= (Wl,k,W2,k,W3,k,…,Wi,k) (2) 其中,Wi, k代表关键词i在广告k中的权重; Setting page content (keyword, weight) of the vector is T, the calculation formula (1): Tj = (Wl, j, W2, j, W3, j, ..., Wi, j) (1) wherein, the Wi, j represents the right keywords in the page i j in weight, Wi, j value is a positive number; select at least one keyword to ad to summarize advertising theme or content, advertising (including keyword, ad pages where advertising content) word segmentation, corresponding to ads vector Tk formula (2): Tk = (Wl, k, W2, k, W3, k, ..., Wi, k) (2) wherein, the Wi, k representative of keyword i in the ad k in weight;

由此可得,匹配度M的计算公式(3)为: Thus can be obtained, matching degree calculation formula M (3) as:

M = Sim(Tj,Tk) =Tj*Tk= (3) 即匹配度为广告的各关键词在页面中的权重与各关键词在广告中的权重的乘积之和j直。 M = Sim (Tj, Tk) = Tj * Tk = (3) i.e. each matching keyword ad heavy weights in the page with the keywords in the ad rights to the product of the sum of j straight.

举一具体示例,设某页面的向量Tj为表l: For a specific example, a vector is provided a page table Tj l:

<table>table see original document page 8</column></row> <table> <Table> table see original document page 8 </ column> </ row> <table>

表2 Table 2

采用上述匹配度计算方法,根据上述公式(3)计算匹配度M: 10( "NBA" 在页面中的权重)*0( "NBA"在广告中的权重)+5("篮球"在页面里的权重)*3("篮球"在广告里的权重)+3 ("姚明"在页面里的权重)*0 ("姚明" 在广告里的权重)+2("火箭"在页面里的权重)*2("火箭"在广告里的权重)十O("球衣"在页面里的权重)*2("球衣"在广告里的权重)=19。 Using the calculated degree of matching, calculates a matching degree M of the above equation (3): 10 ( "NBA" right on the page weight) * 0 ( "NBA" Right in the ad weight) +5 ( "basketball" in the page weights) * 3 ( "basketball" right in the ad heavy) +3 ( "Yao Ming" right in the pages of weight) * 0 ( "Yao Ming" right in the ad heavy) +2 ( "rocket" right in the pages of heavy ) * 2 ( "rocket" right in the ad heavy) ten O ( "jersey" right in the pages of weight) * 2 ( "jersey" right in the ad's weight) = 19. 优选地,匹配度还可根据页面和内容分类的因素计算。 Preferably, the matching degree may be calculated based on factors pages and content classification. 对内容的分类可由自动分类技术获得,设内容分类分别为Cj,Ck,取Sim(Cj,Ck), Sim(Cj,Ck)的取值由匹配策略确定,其取值范围在[0, 1]之间。 Automatic classification by classification to obtain the content, content categories are provided Cj, Ck, taken Sim (Cj, Ck), Sim (Cj, Ck) is determined by the value of the matching strategy, its value in the range [0, 1 ]between. 如果Cj-Ck则Sim(Cj,Ck)取值为l,匹配度M的计算公式(4)为: M = Sim(Tj,Tk)*Sim(Cj,Ck) (4) 例如,网页A内容为篮球类,网页B内容为足5求类,广告内容为篮球类, 则广告在网页A中的匹配度为1;广告在网页B的匹配度为分类相关性表中篮球类和足球类的相关度给出;分类相关性表可由自动分类技术生成。 If Cj-Ck is Sim (Cj, Ck) value of L, M, matching degree calculation formula (4): M = Sim (Tj, Tk) * Sim (Cj, Ck) (4) such as a web content A basketball type, page B content than 5 requirements, advertising content basketball type, ad matching the page a is 1; ads matching the page B is classified correlation table basketball classes and soccer class correlation analysis; classification correlation table may be automatically generated classification.

本实施例提出质量评估机制,根据取得的广告信息来评估广告质量。 The present embodiment proposes a quality evaluation mechanism, to assess the quality of ads according to the advertisement information acquired. 评估广告质量可以采用广告信息进行逻辑运算或数学运算的运算结果作为广告质量,本实施例优选采用乘法运算。 Ad quality assessment may be employed advertisement information calculation result of the logical operation as a mathematical operation or the quality of ads, a preferred embodiment of the present embodiment uses multiplication. 具体来说,设广告的点击出价为变量P, Specifically, let bid for ad clicks variables P,

点击率为变量CR,广告质量为变量Q, P、 CR和Q的耳又值范围都为正数。 Click rate variables CR, ad quality variable Q, P, CR and ear and Q are positive range. 广告质量为点击出价与点击率的乘积,对应的广告质量评估公式(5)为: Q = P*CR (5) Quality of ads CTR CPC and the product of the corresponding ad quality evaluation formula (5): Q = P * CR (5)

设广告与所在页面的匹配度为变量M,取值范围为正数。 Match-setting ad and the page where the variable M, the range of positive numbers. 广告质量也可以为点击出价与匹配度的乘积,对应的广告质量评估公式(6)为: Q = P*M (6) Advertising may be a product of mass CPC matching degree corresponding advertisement quality evaluation formula (6): Q = P * M (6)

更进一步地,广告质量还可以为点击出价乘以点击率,再乘以匹配度的乘积,对应广告质量评估公式(7)为: Q = P*CR*M (7) Still further, the quality can also click on the advertisement bid by the click rate, and then multiplied by the degree of matching, the corresponding ad quality evaluation formula (7): Q = P * CR * M (7)

上述几种质量评估机制中,点击出价都是质量评估必不可少的参数,而点击率和匹配度可以择一也可以共同作为质量评估的参数。 Above several quality assessment mechanism, bids are essential to assess the quality parameters, and click-through rate and matching can also choose a common quality assessment as a parameter.

本实施例还提出优先级别管理机制,根据广告质量对广告进行排序,根据排序结果确定广告的发布方案或发布条件,质量高的广告拥有的发布条件或发布方案优于质量低的广告。 This embodiment also proposes priority level management mechanism, to sort your ads based on ad quality, determine release program advertisement or publication sort results according to conditions, high-quality ads have the conditions for release or publication of the proposal is better than low-quality ads. 上述发布条件或发布方案包括但不限于广告形式、在页面的位置、所占面积、在广告列表中的排位、重复出现的次数等。 Or the above-described release conditions include but are not limited to publish advertising, the location on the page, the area occupied, ranked list of advertisements, the number of recurring like. 本实施例提供的广告管理方法的工作流程如图l所示,包括步骤: 步骤Sll,获取至少一个广告的点击出价以及点击率和/或匹配度等广告信息; Ad management method according to the present embodiment of the workflow shown in FIG. L, comprising the steps of: a step Sll, CPC and CTR obtaining at least one advertisement and / or advertising information matching the like;

步骤S 12 ,根据上述步骤取得的至少一个广告的广告信息进行广告质量评 Step S 12, advertising quality assessment in accordance with at least one advertisement of the advertisement information acquired in the above step

估,得到至少一个广告的广告质量; Estimated to yield at least one ad quality advertising;

步骤S13,根据至少一个广告的广告质量进行优先级别管理; Step S13, the priority level management carried out according to the quality of ads at least one advertisement;

步骤S14,判断是否结束广告管理,根据判断结果结束工作流程,或返回 Step S14, to determine whether to end advertising management, workflow based on the end result of the judgment, or return

步骤S 1 l循环进行上述工作流程。 Step S 1 l workflow cycle described above.

否停止至少一个广告的发一^,或是否退、出广告管理流程,当上述流程返回步骤S11循环时,应重新获取广告信息,每次重新取得的广告信息可能发生变化, 例如有新的广告需要发布、广告发布方改变对某广告的点击出价,或随着用户浏览页面的行为,某广告的点击率发生变化,或随着广告所在页面内容的修改或更新,匹配度发生变化。 No stop at least one advertisement of a ^ hair, whether or withdrawal, the advertising management process, when said circulating flow returns to step S11, the advertisement information should be re-acquired, the newly acquired advertisement information each may vary, for example, new ad You need to publish, click on the advertising side to change its bid for an ad, or as the behavior of users browse the page, an ad click-through rate changes, with or modify or update the page where the ad content, matching changes. 后续步骤应根据重新取得的广告信息重新对广告进行质量评估。 Next Steps should be re-evaluated based on the quality of advertising to regain the advertising information.

下面结合具体例子说明本实施例。 The following examples illustrate the present embodiment with reference to specific embodiments.

参照表3,给出多个广告的广告信息及根据一次质量评估得到的广告质量排序示例。 Referring to Table 3, given a plurality of advertisement information and the advertisement according to the advertisement sorting exemplary mass obtained a quality assessment. <table>table see original document page 10</column></row> <table> <Table> table see original document page 10 </ column> </ row> <table>

表3 table 3

表中编号为3的广告(以下简称"3号广告",其余类推),点击出价为IO, 点击率为l,匹配度为O. 9,根据上述广告质量评估公式(7 )计算,其广告质量Q3 = P*CR*M= 10*1*0. 9 = 9;同理2号广告的广告质量Q2 = 4*2*0. 9 = 7. 2; 4 号广告的广告质量Q4-5.6; l号广告的广告质量Ql-5. 12; 5号广告的广告质量(}5 = 2. 88。根据上述广告质量为各广告排序,Q3〉Q2〉Q4〉Q1〉Q5,各广告排序为3号广告第一,2号广告第二, 4号广告第三,l号广告第四,5号广告排最末位。 Table 3 No. advertisement (hereinafter referred to as "No. 3 ad", remaining on), CPC is the IO, the click rate L, matching is O. 9, is calculated according to the advertisement quality evaluation formula (7), which advertising quality Q3 = P * CR * M = 10 * 1 * 0 9 = 9;. Similarly mass ad ad 2 Q2 = 4 * 2 * 0 9 = 7. 2; 4 mass ad ad Q4-5.6 ;. l ad mass number Ql-5 12; No. 5 in quality of ads (5} = 2. 88. the quality of each advertisement to the advertisement sorting, Q3> Q2> Q4> Q1> Q5, order of each ad 3, a first ad, 2 ad a second, a third ad 4, l advertising No. 4 and No. 5 flighting last bit.

根据上述排序结果,本实施例为排序第一的广告分配最优的发布条件或发布方案,为排序第二的广告分配次优的发布条件或发布方案,依此类推, 直到为排序最末位的广告分配最差的发布条件或发布方案。 According to the ranking result, the present embodiment is a sort of first advertisement distribution optimum release conditions or issuing scheme, ad distribution conditions or suboptimal release of publishing a second sort, and so on, until the last bit of the sort the allocation of the worst advertising conditions or publishing scenarios.

第一实施例的质量评估机制将点击出价、点击率、广告与所在页面的匹配度等广告信息相乘来评估广告质量,使得多种广告信息对于广告质量的影响是同样大的,各种广告信息的权重都相同。 Quality assessment mechanism of the first embodiment of the CPC, CTR, and other ads matching the page where the advertisement information is multiplied to assess the quality of ads, so that advertisement information to the advertisement influenced by many of the same large mass, a variety of advertising information and the same. 才艮据实际情况,可能需要调整不同广告信息的权重,例如在专业站点上作广告,该站点所有页面都是与某专业相关的,为取得良好的广告效果,应适当提高匹配度在广告质量评估中的权重;又例如某些调查以广告形式发布,用户单纯点击广告是无效的,需要填写完毕调查问巻才有效果,此时点击率的权重可适当降低,以避免用户 Only Gen according to the actual situation, you may need to adjust the different advertising messages weights, such as advertising in professional site that all pages are related to a profession, to get a good advertising effect, should increase the quality of our advertisements matching evaluation of the weight; another example, some survey issued in the form of advertising, users simply click on the ads are ineffective, requires the completed questionnaire Volume will be effective, then right click on the appropriate rate of weight can be reduced, in order to avoid user

多次无效点击,给调查发布方带来不必要的广告费用。 Invalid clicks many times, unnecessary advertising costs to investigate the publisher.

为解决上述问题,提出第二实施例,以加权后的广告信息进行逻辑运算或数学运算来评估广告质量,本实施例釆用加权的具体方式为乘方或开方。 In order to solve the above problem, the second embodiment, the advertisement information to the weighted mathematical or logical operations performed to evaluate the quality of ads, preclude the use of the present embodiment is a power DETAILED weighted or prescription. 仍以乘法运算为例,设广告的点击出价为变量P,权重为变量m,设点击率为变量CR,权重为变量n,设广告质量为变量Q, P、 CR、 m、 n和Q的取值范围都为正数。 Still multiplication, for example, advertising provided CPC variable P, the weight variable m, the click rate variables is provided CR, the weight variable n, let ad quality variable Q, P, CR, m, n and Q the range are positive. 广告质量为点击出价乘m次方的结果,与点击率乘n次方(即乘权重次方)的结果相乘的乘积,对应广告质量评估公式(8)为: Results Ad CPC by mass of m squared, multiplied by the multiplication result with CTR n-th power (i.e., power multiplied by weight) multiplied by the corresponding ad quality evaluation formula (8) is:

设广告与所在页面的匹配度为变量M,权重为变量o, M和o的取值范围都 Match-setting ad and the page where the variable M, weight is variable o, M o and ranges are

为正数。 A positive number. 广告质量也可以为点击出价乘m次方的结果,与匹配度乘O次方的结果相乘的乘积,对应广告质量评估公式(9)为: Ad quality can also take a click bid m squared, multiplied by the product of the degree of matching of the results of multiplying the power of O, the corresponding advertising quality evaluation equation (9):

广告质量还可以为点击出价乘m次方的结果,与点击率乘n次方的结果和匹配度乘o次方的结果相乘的乘积,对应广告质量评估公式(10)为: Quality may also be ad click bid by m th power, and matching the results of the n-th power and multiplied by the multiplication results CTR o power multiplied by the corresponding advertising quality evaluation formula (10) as:

<formula>formula see original document page 11</formula>(10) <Formula> formula see original document page 11 </ formula> (10)

上述各广告质量评估公式中,当m、 n和o的取值都为l时,各广告信息都乘1次方,权重都相同,相当于各广告信息都不加权。 Ad each quality evaluation formula, when m, n and o are values ​​L, each multiplied by a power of the advertisement information, the weights are the same, corresponding to each of the advertisement information is not weighted. 当需要提高一种或多种广告信息的权重时,将其对应权重设为〉1的实数,例如1.5、 2或100等,该广告信息乘权重次方后,对广告质量的影响将变大。 When it is desired to improve one or weights more advertisement information weight, which corresponds to a weight of> real number, for example, the other 1.5, 2 or 100, the advertisement information by weighting power, the influence of advertisement quality becomes large . 当需要降低某广告信息的权重时,将其对应权重设为<1的实数,包括负数例如O. 5、 0. 001或-3等, 该广告信息乘权重次方后,对广告质量的影响将变小。 When the advertisement information is necessary to reduce a weight, the weight of which corresponds to a real number <1, ​​comprising for example a negative O. 5, 0. 001 -3, or the like, the advertisement information by the power of the weight, the impact on the quality of the ads will be smaller.

上述第一和第二实施例采用的优先级别管理机制都是根据广告质量排序结果为每一广告分配发布条件或发布方案。 It said first and priority management mechanisms are employed in the second embodiment according to the advertisement ranking result mass distribution conditions for each assigned or released advertisement programs. 但是, 一个页面能承载的广告有限,能提供的发布条件也很有限,还可能存在多个发布方案的优劣程度相同或相近。 However, a limited number of ad pages can carry, release conditions can provide is limited, there may also be more of the same or similar degree of excellence and publication of the proposal. 当广告数目较大时,可能难以将众多广告的发布条件或发布方案明显区分开,广告经营方在广告方案的制定和广告条件的分配方面工作量过大, 造成资源浪费。 When a large number of ads, it may be difficult to publish a number of conditions for advertising or publishing scenario clearly distinguished from excessive advertising business side and the distribution of work to develop advertising conditions advertising solutions in the waste of resources. 为克服上述缺陷,本发明提出第三实施例。 To overcome the above defects, the present invention proposes a third embodiment.

本实施例相对第一及第二实施例,改进部分在于优先级别管理机制,本实施例提供的优先级别管理机制是按照广告质量对广告进行分级或分类,根据级别或类别的不同,确定广告的具体发布方案或发布条件,归于同一级别或类别的一个或多个广告采用同一级别的发布方案或发布条件。 Respect to the first embodiment of the present embodiment and the second embodiment, improved in part by the priority management mechanism, priority management mechanism according to this embodiment is graded or classified ads by ad quality, depending on the class or type, determined ad specific release programs or release conditions, attributed to the same level or type of one or more advertisements using the same level of publishing scenario or release conditions.

下面结合具体例子说明本实施例。 The following examples illustrate the present embodiment with reference to specific embodiments.

参照表4,给出多个广告的广告信息及才艮据一次质量评估得到的广告质量排序示例。 4, a plurality of advertisement information given sorting ads and ad quality exemplary only Gen obtained according to a quality evaluation reference table.

<formula>formula see original document page 11</formula>表4 <Formula> formula see original document page 11 </ formula> Table 4

表中3号广告的点击出价为10,点击率为l,根据上述广告质量评估公式 Table 3 ad CPC 10, the click rate L, based on the quality evaluation formula advertising

(5)计算,其广告质量(^ = ?<11 = 10*1 = 10;同理编号为2的广告,其广告质量Q2 = 4*2 = 8; 4号广告的广告质量Q4 = 7. 5; 1号广告的广告质量Q1 = 4.8; 5号广告的广告质量Q5-0. 75。 ? (5) is calculated, the quality of their advertising (^ = <10 * 1 = 11 = 10; similarly numbered ad 2, ad quality Q2 = 4 * 2 = 8; 4, the quality of ads Q4 = 7. 5; ad 1 ad quality Q1 = 4.8;. No. 5 mass ad ad Q5-0 75.

设广告经营方预先将广告按照广告质量划分为A至E五个级别,各级别与广告质量和广告条件的对应关系如表5所示: Party advertising is provided in advance in accordance with the quality of ads ads into A to E five levels, each level corresponding relationship between the ad and ad quality conditions as shown in Table 5:

<table>table see original document page 12</column></row> <table>表5 <Table> table see original document page 12 </ column> </ row> <table> Table 5

根据上述各广告的广告质量可知,3号广告的广告质量Q3为10,处于8《Q <10区间,其广告级别为A,应分配相应的"动画形式,位于页面上方"广告条件或发布方案;而2号和4号两个广告,其广告质量分别为8和7. 5,都处于6 《Q《8区间,其广告级别都为B,都分配相应的"大图片,位于页面两侧,,广告条件或发布方案;1号广告的广告质量Q1为4. 8,处于4《Q《6区间,其广告级别为C,分配相应的"小图片,位于页面下方"广告条件或发布方案;5 号广告的广告质量为O. 75,处于0《Q《2区间,其广告级别为E,分配相应的"文字形式,位于页面下方"广告条件或发布方案;由于没有一个广告的广告质量处于2《Q《4区间,故该区间对应的"文字形式,位于页面上方"广告条件或发布方案空缺。 Ad quality each advertisement seen from the No. 3 quality of ads Q3 and 10, is 8 "Q <10 interval, which advertising level A, should be assigned corresponding" animated form, located above the page "advertisement condition or issuing scheme ; and No. 2 and No. 4 two ad, the mass 8 and 7.5, respectively, are in the 6 "Q" 8 sections, which are ad level is B, are assigned corresponding "big picture, on both sides of the page ,, or advertisement condition issuing scheme; ad 1 ad quality Q1 is 4.8, at 4 "Q" 6 sections, which ad level is C, assigned corresponding "small picture, the bottom of the page," or the advertisement condition of publishing ; No. 5 ad quality advertising is O. 75, is at 0 "Q" 2 range, its advertising level E, the corresponding allocation, "the text form of the page under" conditions of advertising or publishing programs; the absence of a quality ad in 2 "Q" 4 interval, so the interval corresponding to the "text form, located above the page" publishing program or advertisement condition vacancy.

使用上述优先级别管理机制,还可设立"先到先得,,机制,在同一级别内的多个广告,根据广告发布方投放广告的先后次序,由广告发布方选择本级别内的广告条件或广告方案。也可以在同一级别内,根据广告质量排序, 依序从优到劣地分配本级别内的广告条件或广告方案。 Use the priority level management mechanism, but also set up a "first come first served ,, mechanism, multiple ads in the same level, according to the order party advertising advertising, ad choose this level by the conditions in the advertising party or advertising solutions also may be in the same level, in accordance with the quality rank advertisements sequentially allocated from good to bad conditions ad or ad program in the present level.

采用上述三个实施例提供的广告管理方法,可直接根据广告的点击出价、 有效点击次数和/或点击率计算广告费。 With the above three advertisement management method according to an embodiment, according to CPC ads directly effective clicks and / or advertisement fee calculation CTR. 为避免因点击出价过高而造成的广告费浪费现象,本发明提出第四实施例,提供广告计费方法。 To avoid advertising waste because of the high bids caused, the invention proposes a fourth embodiment, advertising billing method.

本实施例根据广告信息和广告质量或优先级别计算实际广告费,即广告被用户点击后,广告发布方需要付给广告经营方的实际费用。 This embodiment calculates the actual advertising fee according to the advertisement information and advertisement quality or priority, ie after the user clicks on the ad, the ad publisher would have to pay the actual cost of the business side of advertising. 无论广告的优先级别管理采用排序还是分级机制,本实施例都能够计算实际广告费,避免广告发布方因点击出价过高而造成的广告费浪费现象,提高广告发布方竟价 Whether the priority level management using the sort of advertising or classification mechanism, this embodiment can calculate the actual advertising costs, advertising costs to avoid waste due to advertising party bids too high and caused price competition to increase your publisher

排名积极性。 Rank enthusiasm.

参照图2,本实施例的广告计费方法流程包括步骤: Referring to FIG. 2, process ad charging method according to the present embodiment includes the steps of:

步骤S21,评估待计费广告达到当前优先级别所需要的最低广告质量; 步骤S 2 2 ,根据最低广告质量计算待计费广告的实际广告费。 Step S21, the assessment to be charged the lowest ad ad quality current priority level required; step S 2 2, calculate the actual advertising costs to be charged based on the lowest ad ad quality. 上述评估最低广告质量是选取广告质量次于待计费广告的另一广告,将另一广告的广告质量作为待计费广告的最低广告质量。 Above evaluation is to select the lowest quality ad ad ad quality inferior to other ads to be charged, the quality of another ad ad ad as a minimum quality of the ads to be charged. 可以选取广告质量仅次于待计费广告的另一广告,也可以选取广告质量排序中与待计费广告相差一位以上的另一广告。 Another ad after ad quality can choose to be charged advertising, you can also select more than one ad to another ad quality to be charged with ordering the advertisement difference. 本实施例以选取广告质量仅次于待计费广告的另一广告为例说明。 In this embodiment, another advertisement selected advertisement quality to be charged after the advertisement as an example.

具体来说,预先设置广告的最小计费单位a,该最小计费单位由广告经营方指定。 Specifically, the pre-set ad minimum billing unit a, the minimum billing unit designated by the advertising side. 以人民币进行计费时,最小计费单位可以为O. Ol元。 When the RMB billing, minimum billing unit may O. Ol yuan. 设最低广告质量为变量LQ,实际广告费为变量RP,其中a、 LQ和RP的取值范围均为正数。 Set minimum ad quality is variable LQ, the actual advertising costs to variable RP, which ranges from a, LQ and RP are positive.

以第一、第二实施例中的广告质量评估^^式(5)为例,设对于编号为x 的x号待计费广告,广告质量仅次于该广告的是y号广告。 Advertising quality first, a second embodiment ^^ evaluation formula (5), for example, provided for the number x of x number to be charged ad, the ad is mass after y number of ads. 以y号广告的广告质量Qy作为待计费广告的最低广告质量LQx,对应最低广告质量计算公式(11) 为: Mass advertising Qy y number of ads as ads to be charged the lowest quality advertising LQx, corresponding to the lowest mass advertising formula (11):

LQx = Qy (11) LQx = Qy (11)

再用LQx除以该待计费广告的点击率CRx所得的商值再加上最小计费单位a,即为待计费广告的实际广告费RPx,对应实际广告费计算公式(12)为: LQx then be divided by charging its CTR CRx quotient plus the minimum value of the charging unit a, the actual advertisement fee to be charged is the ad RPx, the corresponding actual advertising formula (12):

LQx , LQx,

■ (12) 同理,相对广告质量评估公式(6 ),待计费广告的最低广告质量LQx计算公式(13)为: ■ (12) Similarly, the ad relative quality evaluation formula (6), LQx mass calculated minimum ad ads to be charged (13) is:

LQx = Qy (13) 待计费广告的实际广告费RPx计算公式(14)为: RPx calculated actual advertising LQx = Qy (13) to be charged ads (14):

LQx , RPx二J + a LQx, RPx two J + a

MX (14) 同理,相对广告质量评估公式(7 ),待计费广告的最低广告质量LQx计算公式(15)为: MX (14) Similarly, the ad relative quality evaluation formula (7), the lowest mass advertising LQx formula (15) to be charged for the advertisement:

LQx = Qy (15) 待计费广告的实际广告费RPx计算公式(16)为: LQx = Qy (15) calculate the real advertisement fee to be charged RPx ads (16):

LQx ■ LQx ■

RPx二^…——^ a CRx*Mx RPx two ^ ... - ^ a CRx * Mx

(16 ) (16)

以下选取公式(16),结合第一实施例,举一具体示例说明: 参照表6,示出了多个广告的最低质量和实际广告费示例。 Select the following equation (16), with the first embodiment, for a specific example described: Referring to Table 6, shows the minimum quality of the plurality of advertisements and the actual advertising example. <table>table see original document page 14</column></row> <table>设广告经营方设定广告的最低质量QO取值为0,设最低广告费PO为0元,5 号广告要排在第5位所需的最低质量为1^5 = ()() = 0;根据公式(16)计算5号广告的实际广告费RP5: <Table> table see original document page 14 </ column> </ row> <table> party advertising is provided to set a minimum quality QO advertising value of 0, PO minimum spending $ 0, ad to row 5 at position 5 is the minimum required quality ^ 5 = 1 () () = 0; calculated according to the formula 5 ad (16) the actual advertising RP5:

即. 0 That 0

RP5 RP5

CR5*M5 CR5 * M5

+ a + A

3.2*0.6 3.2 * 0.6

+ 0.01 = 0.01 + 0.01 = 0.01

当然,广告经营方设定也可以对广告质量最低的广告设定一实际广告费 Of course, the advertising business side settings can also be set to a minimum of actual advertising advertising advertising quality

例如o元或最小计费单位,这样无需对广告质量最低的广告进行计费运算,也 For example, o-or minimum billing unit, so that no need to ad mass lowest charging operation, and

可以保证发布最低质量广告的实际广告费十分低廉。 We can guarantee the quality of the ads posted lowest actual advertising costs very low.

仍以表6为例,设x号广告的广告质量大于y号广告的广告质量,即Qx〉Qy, 结合7>式(7 )可得Qx-Px^RxfMx,而(^=?7*0^*厘7,进而可以得出:X号广告的点击出价Px〉 (Py*CRy*My) / (CRx*Mx) 。 &Py*CRy*My/(CRx*Mx)等于x号 Still Table 6, for example, advertising provided by mass is greater than x number ad ad ad quality numbers y, i.e. Qx> Qy, binding 7> of formula (7) can be obtained Qx-Px ^ RxfMx, and (^ =? * 0 7 ^ * 7 cm, and thus can be drawn: click bid X number of ad Px> (Py * CRy * My) / (CRx * Mx) & Py * CRy * My / (CRx * Mx) is equal to x number.

广告的实际广告费减去最小计费单位,即Py《Ry氺My/(CRx*Mx)=LPx-a,因此, 可以得出Px〉LPx,即点击出价总是高于实际广告费。 The actual advertising advertising subtracting the minimum billing unit, namely Py "Ry Shui My / (CRx * Mx) = LPx-a, therefore, can be drawn Px> LPx, click the bid that is always higher than the actual advertising costs. 当Px和LPx的差距比最小计费单位大,x号广告最终所需的实际广告费用就肯定比其广告点击出价低。 When Px and LPx gap larger than the minimum billing unit, the actual advertising costs x number of ads desired final would certainly click the lowest ratio of its advertising. 当LPx和Px的差距不大于最小计费单位,则可以默认x号广告的实际广告费等于其广告点击出价,以此可以保证广告的实际广告费总是不大于点击出价。 When LPx Px and the gap is not greater than the minimum billing unit, you can default x number of ad clicks actual advertising fees to its bid, in order to ensure that the actual advertising costs may not always be greater than the ad-click bid.

对应第三实施例中广告质量计算公式(8)、 (9)、 (10)所提供的加权计算方法,本实施例同理可提供相应的广告计费公式(17)为: Example ad mass calculated third embodiment (8), (9), the method provided by the weight calculation (10) corresponding to the present embodiment can provide the same token corresponding advertisement billing equation (17) as:

<formula>formula see original document page 15</formula> <Formula> formula see original document page 15 </ formula>

广告计费公式(18)为: LQx Ads billing formula (18) is: LQx

<formula>formula see original document page 15</formula>(18) <Formula> formula see original document page 15 </ formula> (18)

和广告计费公式(19)为LQx And advertising billing formula (19) is LQx

<formula>formula see original document page 15</formula> <Formula> formula see original document page 15 </ formula>

(19) (19)

本发明还提出第五实施例,提供广告系统,其结构示意图如图3所示。 The invention also proposes a fifth embodiment, the advertisement system, which is a schematic view of the structure shown in FIG. 3. 广告系统包括:获取广告信息的信息获取模块IO,评估广告质量的质量评估模块20和进行广告优先级别管理的优先级别管理模块30。 Advertising system includes: obtaining information access to information advertising module IO, ad quality assessment quality assessment module 20 advertising and priority management priority management module 30. 信息获取模块10将取得的广告信息发送给质量评估模块20,由其对广告质量进行评估,得到的广告质量发送给优先级别管理模块3 O进行优先级别管理。 Advertising information acquisition module 10 will get sent to the quality assessment module 20, to assess the quality of its advertising, advertising sent to the quality priority management module 3 O prioritization level management.

其中信息获取模块10包括点击出价单元11,还包括点击率单元12和/或匹配度单元l3,信息获取模块lO将上述单元获取到的点击出价以及点击率和/或匹配度等广告信息发送给质量评估模块20。 Wherein the information acquiring module 10 includes a CPC unit 11 further includes a transmission CTR unit 12 and / or the matching unit L3, the information acquisition module lO acquired the above-described means to CPC and the CTR and / or matching degree advertisement information to quality assessment module 20. 其中点击出价单元11用于获取广告发布方对广告的点击出价;点击率单元12获取用户对广告的点击率;匹配度单元13评估和获取广告与所在页面内容的匹配度。 Unit 11 which bids for acquiring party advertising bids on advertising; CTR unit 12 acquires the user click-through rate on the ad; matching unit 13 where the assessment and get advertising and page content matching.

其中点击率是用于衡量用户点击广告有效次数的参数,点击率单元12通过计算或查询获取点击率,其中一种计算逻辑是将广告有效点击次数除以广告所在页面总的点击次数得到的商值作为点击率。 Where CTR is a measure of the number of times a user clicks on the ad parameters are valid, CTR CTR acquisition unit 12 by calculation or query, calculation logic is one of the effective ad clicks divided by total page where the ad clicks resulting value as a click-through rate. 点击率单元12采用多种标 CTR unit 12 using a variety of standard

准衡量点击是否为广告的有效点击,衡量标准包括点击来自不重复的IP地址、 观看广告持续时长超过预订时长、来自同一IP地址的两次点击的间隔超过预定时长等。 Click on the quasi-measure whether the ad valid clicks, including clicks from the measure does not duplicate IP addresses, watch time is longer than when booking advertising continues, and long when two clicks from the same IP address exceeds a predetermined interval.

匹配度单元13通过计算或查询获取匹配度,匹配度的计算有多种方法, 其中一种计算方法是根据文本分词技术,用向量空间模型来表示目标页面。 Matching degree calculating unit 13 or by obtaining the degree of matching a query, the matching degree calculating a variety of methods, one of which is calculated according to the text word art, with the vector space model to represent the target page.

质量评估模块2 0采用质量评估机制,根据取得的广告信息来评估广告质量,具体来说是将广告的点击出价与点击率的乘积作为广告质量;或将广告 Quality assessment module 20 using the quality assessment mechanisms to evaluate the quality of ads based on ad information obtained, specifically the product of the CPC and CTR of ads as ads quality; or advertising

的点击出价与匹配度的乘积作为广告质量;或将广告的点击出价乘以点击率, 再乘以匹配度的乘积作为广告质量。 The product of the CPC and the matching degree as an advertising quality; or multiplying the ad's click-click bid rate, multiplied by the product of the degree of match as ad quality. 上述几种质量评估机制中,点击出价都是质量评估必不可少的参数,而点击率和匹配度可以择一也可以共同作为质量评估的参数。 Above several quality assessment mechanism, bids are essential to assess the quality parameters, and click-through rate and matching can also choose a common quality assessment as a parameter.

本实施例的质量评估模块20可以广告信息加权后的乘积来评估广告质量,加权的具体方式为乘方或开方。 Quality assessment module 20 of the present embodiment may be a weighted product of the advertisement information to assess the quality of ads, weighted power or prescribing specific way.

优先级别管理;漠块3 0采用优先级别管理机制,4艮据广告质量对广告进行排序,根据排序结果确定广告的发布方案或发布条件,质量高的广告拥有的发布条件或发布方案优于质量低的广告。 Priority management; desert block 30 using the priority management mechanism, according to Gen 4 ad ad quality sorting, issuing scheme determined advertisement or distribution conditions according to a ranking result, high quality advertisement distribution conditions or have a better quality of publishing low advertising. 上述发布条件或发布方案包括但不限于广告形式、在页面的位置、所占面积、在广告列表中的排位、重复出现的次数等。 Or the above-described release conditions include but are not limited to publish advertising, the location on the page, the area occupied, ranked list of advertisements, the number of recurring like. 优先级别管理模块30还可以采用其他优先级别管理机制,按照广告质量对广告进行分级或分类,根据级别或类别的不同,确定广告的具体发布方案或发布条件,归于同一级别或类别的一个或多个广告采用同一级别的发布方案或发布条件。 Priority management module 30 may also employ other priority level management mechanism, the ad classification or classified according to the quality of ads, based on different levels or categories, to determine the specific release program or advertisement distribution conditions, attributed to one or more of the same class or type ads using the same level of publishing scenario or release conditions. 使用上述优先级别管理机制,还可设立"先到先得" 机制,在同一级别内的多个广告,根据广告发布方投放广告的先后次序,由 Use the priority level management mechanism, but also set up a "first come first served" mechanism, multiple ads in the same level, according to advertising advertising party priorities, the

据广告质量排序,依序从优到劣地分i本级别内的广:条件il广告方案。 According to the quality of ads sort sequence from good to bad to divide i in this wide level: il conditions advertising solutions.

本实施例的广告系统工作流程如图4所示,包括步骤: Workflow advertisement system according to the present embodiment shown in Figure 4, comprising the steps of:

步骤S31,信息获取模块10取得至少一个广告的点击出价以及点击率和/ 或匹配度等广告信息; Step S31, the information obtaining module 10 obtains the CPC and the CTR and / or the at least one advertisement matching advertisement information and the like;

步骤S32,信息获取4莫块10将至少一个广告的广告信息发送给质量评估模块20,由质量评估模块20进行广告质量评估,得到至少一个广告的广告质量; Step S32, the information acquisition block 10 Mo 4 transmits the advertisement information to the at least one advertisement of the quality assessment module 20, advertising quality assessment by the quality assessment module 20, to obtain at least one advertisement advertising mass;

步骤S33,质量评估^^块20将至少一个广告的广告质量发送给优先级别管理模块30,由其进行优先级别管理; Step S33, the quality assessment ^^ mass block 20 transmits the advertisement to the at least one advertisement priority management module 30, performed by the priority level management;

步骤S34,判断是否结束广告系统工作流程,根据判断结果结束工作流程, 或返回步骤S31循环进行上述工作流程。 Step S34, it is determined whether the end of the advertisement system workflow, the workflow ends according to the determination result, the cycle returns to step S31 or the above-described workflow.

级别管理机制,按照广告质量对广告进行排序,根据排序结果确定^告的具体发布方案,或者是按照广告质量对广告进行分级或分类,根据级别或类别的不同确定广告的具体发布方案或发布条件,归于同一级别或类别的一个或多个广告采用同一级别的发布方案或发布条件。 Level management mechanism, the ad by ad quality sequencing to determine the specific release program ^ report based on sorting results, or ads graded or classified according to the quality of ads, according to the specific release program different determine ad rank or class or release conditions , attributed to the same level or type of one or more advertisements using the same level of publishing scenario or release conditions.

上述工作流程中,步骤S34判断是否结束工作流程的依据是广告发布方是 Above workflow, according to step S34 to determine whether the end of the workflow is advertising party is

否停止至少一个广告的发布,或广告系统是否结束工作流程。 No stop publishing at least one advertisement, the advertisement system or whether the end of the workflow. 当上述流程返回步骤S31循环时,信息获取模块10重新获取广告信息,每次重新取得的广告信息可能发生变化,例如有新的广告需要发布、广告发布方改变对某广告的点击出价,或随着用户浏览页面的行为,某广告的点击率发生变化,或随着广告所在页面内容的修改或更新,匹配度发生变化。 When the above loop flow returns to step S31, the information acquisition module 10 re-acquire advertising information, advertising information each time regaining may change, for example, need to publish a new ad, click on the advertising side to change its bid for an ad, or with the user browsing behavior page, an ad click-through rate changes, with or modify or update the page where the ad content, matching changes. 此时信息获取模块10将 At this time, the information acquisition module 10

重新取得的广告信息发送给质量评估模块2 0 ,重新对广告进行质量评估。 Advertising information is sent to regain the quality assessment module 20, to re-evaluate the quality of the ad.

本实施例广告系统具体的工作流程、广告信息的获:f又和计算方法、评估 Example particular workflow advertisement system according to the present embodiment, the advertisement information obtained: f and another calculation method, evaluation

机制和优先级别管理机制参照上述第一、第二、第三实施例,故不赘述。 Priority mechanism and management system by referring to the first, second and third embodiments, it is not described herein.

本实施例的广告系统还可以包括计费模块40,分别与信息获取模块l0和质量评估模块2 O连接,计费模块4O从信息获取模块1 O取得点击率和/或匹配度等广告信息,从质量评估模块20取得广告质量,根据广告信息和广告质量计算广告的实际广告费。 Advertisement system according to the present embodiment may further include a billing module 40, respectively, and the information obtaining module l0 quality assessment module 2 O connection, the billing module 4O acquired acquiring module CTR 1 O and / or matching degree information from the advertisement information, get ad quality from the quality evaluation module 20 is calculated based on the actual advertising advertising advertising advertising and information quality.

本实施例的计费工作流程包括步骤: Billing workflow of this embodiment comprises the steps of:

步骤S41,从信息获取模块10取得广告信息; Step S41, the obtaining module 10 obtains information from the advertisement information;

步骤S42,质量评估模块20取得广告质量; Step S42, the quality assessment module 20 to obtain the quality of ads;

步骤S43,根据广告质量评估待计费广告达到当前优先级别所需要的最低广告质量; Step S43, according to the advertisement ad quality assessment to be charged the lowest current priority level ad quality required;

步骤S4 4 ,根据最低广告质量和广告信息计算待计费广告的实际广告费。 Step S4 4, the actual advertising costs to be calculated according to the minimum billing ad quality advertising and advertising information. 其中,步骤S4 3中评估最低广告质量是选取广告质量次于待计费广告的另一广告,将另一广告的广告质量作为待计费广告的最低广告质量。 Wherein, in the step S4 3 Evaluation minimum ad quality is inferior quality select another ad ad ad to be charged, the quality of another ad ad ad as a minimum quality of the ads to be charged.

步骤S"计算实际广告费是用待计费广告的最低广告质量除以待计费广告的点击率所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费;或者是用待计费广告的最低广告质量除以待计费广告的匹配度所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费;或者是用待计费广告的最低广告质量除以待计费广告的匹配度,再除以待计费广告的点击率所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费。 Step S "to calculate the actual advertising click-through rate is obtained by dividing the quotient value of the ad to be charged with a minimum ad quality advertising to be charged, plus the value of the minimum billing unit and the actual advertising costs to be charged as advertising; or is obtained by dividing the matching of ads to be charged to be charged with a minimum ad quality advertising business value, and the value of the minimum billing unit plus the fee to be charged as an actual advertisement advertisement; or is to be charged advertisement ad divided by the lowest quality to be matching billing advertising, divided by the quotient resulting advertising click-through rate to be charged, plus the value of the minimum billing unit and as the actual advertising costs to be charged advertisement.

以上所述仅为本发明的优选实施例,并非因此限制本发明的专利范围, 凡是利用本发明说明书及附图内容所作的等效结构或等效流程变换,或公式变换、或直接或间接运用在其他相关的技术领域,均同理包括在本发明的专利保护范围内。 The above are only preferred embodiments of the present invention, not intended to limit the scope of the present invention, all utilize the present specification and drawings taken equivalent structures or equivalent process, transform or formula, or directly or indirectly using in other related technical fields shall fall within the scope of protection of the present invention.

Claims (13)

1.一种广告管理方法,包括: 获取至少一个广告的广告信息的步骤; 根据取得的至少一个广告的广告信息进行广告质量评估,得到至少一个广告的广告质量的步骤; 根据至少一个广告的广告质量进行优先级别管理的步骤。 1. An advertisement management method comprising: a step of obtaining at least one advertisement information advertisement; advertising quality assessment in accordance with at least one advertisement of the advertisement information obtained, the step of obtaining at least one ad quality advertisement; according to at least one ad quality step priority management.
2. 根据权利要求l所述的广告管理方法,其特征在于: 所述广告质量评估是对广告信息或加权后的广告信息进行逻辑运算和/或数学运算,将运算结果作为广告质量。 2. The advertisement management method according to claim l, wherein: the commercial advertisement information quality assessment is the weighting for advertising or logical and / or mathematical operations, the operation result as the ad quality.
3. 根据权利要求1或2所述的广告管理方法,其特征在于:所述广告质量评估是将广告的点击出价与点击率的乘积作为广告质量; 或将广告的点击出价与匹配度的乘积作为广告质量;或将广告的点击出价乘以点击率,再乘以匹配度的乘积作为广告质量。 The advertisement management method according to claim 1, wherein: the commercial product is a quality assessment CPC and CTR ads as ads quality; a product of CPC or degree of matching ad as the quality of your ad; or click bid by advertising click-through rate, multiplied by the product of the degree of match as ad quality.
4. 根据权利要求1或2所述的广告管理方法,其特征在于:所述优先级别管理是根据广告质量对至少一广告排序,根据所述排序结果确定广告的发布方案或发布条件;或者是按照广告质量对至少一广告分级或分类,根据广告所属级别或类别确定发布方案或发布条件,属于同一级别或类别的一个或多个广告采用同一级别或类别的发布方案或发布条件。 The advertisement management method according to claim 1, wherein: said priority level management is based on the quality of the at least one advertisement advertising sort, release determination program or advertisement distribution conditions according to the ranking result; or according to at least one ad for ad quality grade or classify, publish or release conditions based advertising program belongs to that class or type, belonging to the same class or description of one or more advertisements using the same class or type of publication or release program conditions.
5. —种广告计费方法,包括:评估待计费广告达到当前优先级别所需要的最低广告质量; 根据所述最低广告质量计算待计费广告的实际广告费。 5. - Species ad charging method, comprising: evaluating ads to be charged the lowest priority ads quality currently required; the actual advertising fee to be charged is calculated based on the minimum ad ad quality.
6. 根据权利要求5所述的广告计费方法,其特征在于:所述评估最低广告质量是选取广告质量次于待计费广告的另一广告,将所述另一广告的广告质量作为待计费广告的最^f氐广告质量。 The advertisement charging method according to claim 5, wherein: said quality assessment is another advertisement selected minimum ad ad ad to be charged inferior quality, the quality of the ads to be a further advertisement the most advertising billing ^ f Di ad quality.
7. 根据权利要求5或6所述的广告计费方法,其特征在于: 所述计算实际广告费是用所述待计费广告的最低广告质量除以待计费广告的点击率所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费;或者是用所述待计费广告的最低广告质量除以待计费广告的匹配度所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费;或者是用所述待计费广告的最低广告质量除以待计费广告的匹配度,再除以待计费广告的点击率所得的商值,加上最小计费单位的和值作为待计费广告的实际广告费。 The advertisement billing method of claim 5 or claim 6, wherein: said advertising fee calculating the actual hits is obtained by dividing the advertisement to be charged with the lowest mass of the ads to be charged advertisement supplier value, plus the value of the minimum billing unit and the advertisement fee to be charged as the actual advertisement; resultant degree of match or the quality is the lowest with the advertisement to be charged to be charged ad ad divided by the quotient, plus billing unit and the minimum value of the actual advertisement advertising fee to be charged; or is to be charged the lowest mass ad ad ad divided by the charging degree to be matched, and then to be divided by charging its CTR quotient value, plus the value of the minimum billing unit and as the actual advertising costs to be charged advertisement.
8. —种广告系统,包括:获取广告信息的信息获取模块;评估广告质量的质量评估模块; 对广告进行优先级别管理的优先级别管理模块;所述信息获取模块将取得的广告信息发送给质量评估模块,由其对广告质量进行评估,所述质量评估模块将评估得到的广告质量发送给优先级别管理模块进行优先级别管理。 8. - kind of advertising system, comprising: acquiring the advertisement information acquisition module; ad quality assessment quality assessment module; the ad priority management module priority management; transmitting advertisement information to the information acquisition module to acquire mass evaluation module, to evaluate the transmission quality of the advertisement by the advertisement quality, the quality assessment module to assess the obtained priority management module priority management.
9. 根据权利要求8所述的广告系统,其特征在于:所述信息获取模块包括点击出价单元、点击率单元和/或匹配度单元,分别获取广告的点击出价、点击率和/或匹配度信息,所述信息获取模块将所述点击出价单元、点击率单元和/或匹配度单元分别获取到的广告信息发送给所述质量评估模块。 9. The advertising system according to claim 8, wherein: the information obtaining module comprises means CPC, CTR unit and / or matching unit, respectively acquire ad CPC, CTR, and / or matching information, the information acquisition module to the CPC unit CTR transmitting unit and / or units respectively matching the acquired advertisement information to the quality assessment module.
10. 根据权利要求8所述的广告系统,其特征在于: 所述广告质量评估模块对所述广告信息或加权的广告信息进行逻辑运算和/或数学运算,将运算结果作为广告质量。 10. The advertisement system according to claim 8, wherein: the commercial quality assessment module of the advertisement information or advertisement information weighted logical and / or mathematical operations, the operation result as the ad quality.
11. 根据权利要求8至10任意一项所述的广告系统,其特征在于: 所述广告质量评估模块将广告的点击出价与点击率的乘积作为广告质量;或将广告的点击出价与匹配度的乘积作为广告质量;或将广告的点击出价乘以点击率,再乘以匹配度的乘积作为广告质量。 11. The advertisement system of any one of claims 8 to 10, wherein: said advertisement product quality assessment module CTR CPC ads as ads quality; CPC or the degree of matching ad as an advertising product quality; or multiplying the ad's click-click bid rate, multiplied by the product of the degree of match as ad quality.
12. 根据权利要求8至10任意一项所述的广告系统,其特征在于:所述优先级别管理模块根据所述广告质量对至少一广告排序,根据所述排序结果确定广告的发布方案或发布条件;或者是按照广告质量对至少一广告分级或分类,根据广告所属级别或类别确定发布方案或发布条件,属于同一级别或类别的一个或多个广告采用同一级别或类别的发布方案或发布条件。 12. The advertisement system according to any one of claims 8 to 10, wherein: the priority management module of the at least one advertisement according to the advertisement sorting quality, advertising or issuing scheme determined according to the ranking result publishing condition; mass-based ads, or ads on the at least one grading or sorting, or issuing scheme determined according to the advertisement distribution conditions relevant to that class or type, belonging to the same class or to one or more ads using the same class or type of publishing program or issuance conditions .
13.根据权利要求8所述的广告系统,其特征在于,还包括: 计算广告实际广告费的计费模块,所述计费模块分别与所述质量评估模块和信息获取模块连接,根据广告质量和广告信息计算广告的实际广告费。 13. The advertisement system according to claim 8, characterized in that, further comprising: calculating the actual advertisement advertisement fee billing module, a charging module are connected to the obtaining module and a quality assessment module information, according to the quality of ads practical information and advertising advertising advertising fee calculation.
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