CN102385729A - Method and device for evaluating advertisement serving policy - Google Patents
Method and device for evaluating advertisement serving policy Download PDFInfo
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- CN102385729A CN102385729A CN2011103281183A CN201110328118A CN102385729A CN 102385729 A CN102385729 A CN 102385729A CN 2011103281183 A CN2011103281183 A CN 2011103281183A CN 201110328118 A CN201110328118 A CN 201110328118A CN 102385729 A CN102385729 A CN 102385729A
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Abstract
The invention provides a method and device for evaluating an advertisement serving policy. The method comprises the following steps of: acquiring the current visited flow of an advertisement system; splitting the flow into n subflows, wherein n is a positive integer more than 1; distributing a corresponding advertisement serving policy for each subflow; and respectively carrying out statistics on effect parameters of each advertisement serving policy on the corresponding subflow, and selecting the optimal advertisement serving policy according to the effect parameters. By applying the method and device provided by the invention, online effect validation on the advertisement serving policy can be realized while stability of an advertisement serving system is guaranteed, and accuracy of result of the effect validation on the advertisement serving policy is effectively improved.
Description
Technical field
The application relates to the computer internet technical field, particularly relates to a kind of appraisal procedure and device of advertisement putting strategy.
Background technology
In the Internet advertising jettison system, need to adopt different advertisement to throw in strategy usually and carry out advertisement putting (can be described as targeted ads again throws in).Said advertisement putting strategy is the mode of pointer to user's advertisement delivery, as with the page key words search advertisements, shows corresponding advertisement etc. with the behavior of user capture.
Before the appropriate adoption, its effect often is difficult to estimate the advertisement putting strategy in advertisement delivery system, but in practice, often need assess effectively the effect of advertisement putting strategy again, to determine whether to adopt this advertisement putting strategy.
The effect of advertisement putting strategy is appreciated that to adopting this advertisement putting strategy institute profit brought, can be embodied in clicking rate, income, and advertiser's rate of return on investment, the exploitation cost of being brought, performance increases the aspects of being brought such as server cost.For example; At advertisement delivery system commonly used---in the CPC system (Cost per Click charges by clicking, and promptly clicks the system that the advertisement number of times is charged to advertisement by the user); The effect of advertisement putting strategy just is mainly reflected in the user and clicks on institute's profit brought; That is to say,, can adopt income as main benchmark the effect of this advertisement putting strategy being assessed when considering whether to adopt this advertisement putting strategy.
In the prior art, adopt following two kinds of methods to carry out the assessment of advertisement putting strategy usually:
First method is in advertisement delivery system, directly to adopt new advertisement putting strategy to replace original advertisement putting strategy, the effect after directly the new advertisement putting strategy of monitoring is thrown in advertisement delivery system.
Second method is to adopt simple shunt method to experimentize.Promptly flow is shunted through mode physically.For example, shunt, the advertisement of throwing at certain site is configured in program, make it adopt new advertisement putting strategy to experimentize, monitor its effect, increase the website flow according to effect then according to the website of advertisement putting.
Yet; Adopt above-mentioned first method; The only online often computer program through verifying down of new advertisement putting strategy; For an operation, all the time all for service is provided, represents the advertisement delivery system relevant with user interest etc., if directly will be only through line checking and the new advertisement putting strategy do not verified on the warp substitutes original advertisement putting strategy down, may cause problem or income fluctuation on the performance; Even directly influence business on the line, cause the loss that can not estimate.For example, that possibly not estimate after new advertisement putting strategy is reached the standard grade is effective, even effect causes professional decline not as former advertisement putting strategy, thereby influences the sound development of advertisement delivery system.
If adopt above-mentioned second method; Advertisement putting strategy in the whole advertisement release system and flow regular collocation; If desired advertisement putting strategy corresponding flow is wherein adjusted or added more how new advertisement putting strategy; Then need change The whole control system or physical arrangement, can't guarantee the stability of system, and the accurate test advertisements effect of throwing in strategy.
Therefore; Need the urgent technical matters that solves of those skilled in the art to be exactly at present: the evaluation mechanism that proposes a kind of advertisement putting strategy; In order under the situation that guarantees advertisement delivery system stability; Realize the compliance test result of the advertisement putting strategy on the line, and effectively improve advertisement putting strategy compliance test result result's accuracy.
Summary of the invention
The application's technical matters to be solved provides a kind of appraisal procedure and device of advertisement putting strategy; Can be under the situation that guarantees advertisement delivery system stability; Realize the compliance test result of advertisement putting strategy on line, and effectively improve advertisement putting strategy compliance test result result's accuracy.
In order to address the above problem, the application discloses a kind of appraisal procedure of advertisement putting strategy, comprising:
Obtain the flow that current ad system is visited;
With said flow cutting is n one's share of expenses for a joint undertaking flow, and said n is the positive integer greater than 1;
Throw in strategy to each one's share of expenses for a joint undertaking assignment of traffic correspondent advertisement;
Add up the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence respectively, and choose optimum advertisement putting strategy according to said efficacy parameter.
Preferably, the said efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence of adding up respectively, and can comprise following substep according to the step that efficacy parameter is chosen optimum advertisement putting strategy:
Substep S1, add up the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence respectively;
Substep S2, the best advertisement putting strategy of the current efficacy parameter of extraction;
Substep S3, the said optimal advertising of increase are thrown in the accounting of the pairing sub-flow of strategy, and judge whether said sub-flow accounting reaches predetermined threshold value, if then carry out substep S4; If not, then return substep S1;
Substep S4, the advertisement putting strategy of confirming on said sub-flow, to adopt are optimum advertisement putting strategy.
Preferably, said predetermined threshold value is 100%.
Preferably, said is that the step of the n one's share of expenses for a joint undertaking flow of different weight percentage can comprise with the flow cutting:
With the average cutting of said flow is the n one's share of expenses for a joint undertaking flow of same percentage;
Perhaps,
With said flow at random cutting be the n one's share of expenses for a joint undertaking flow of different weight percentage.
Preferably, said with the flow cutting be the step of n one's share of expenses for a joint undertaking flow of different weight percentage after, also comprise:
Be each one's share of expenses for a joint undertaking assignment of traffic corresponding flow sign;
Said advertisement putting policy store has corresponding advertisement and throws in the strategy sign in strategic server, and said step to each one's share of expenses for a joint undertaking assignment of traffic correspondent advertisement input strategy comprises:
Generate flow identifier and the tactful corresponding relation that identifies;
Send the advertisement putting strategy to strategic server and obtain request, comprise flow identifier in the described request;
Extract corresponding advertisement input strategy sign according to the flow identifier in the described request, be identified at according to said advertisement putting strategy and extract corresponding advertisement input strategy in the strategic server.
Preferably, said flow identifier is many-to-one relationship or one-one relationship with the corresponding relation of strategy sign.
Preferably, the mode of said advertisement putting strategy for adopting preset rules from advertising database, to obtain correspondent advertisement and represent;
Said efficacy parameter is clicking rate and/or income.
Preferably, said the flow cutting is the step of n one's share of expenses for a joint undertaking flow before, described method also comprises:
Give the m station server with the current assignment of traffic of obtaining, said m is the positive integer greater than 1; Beginning to carry out said respectively by said m station server is the step of n one's share of expenses for a joint undertaking flow with the flow cutting.
The application embodiment also discloses a kind of apparatus for evaluating of advertisement putting strategy, comprising:
The flow acquisition module is used to obtain the flow that current ad system is visited;
Flow cutting module, the n one's share of expenses for a joint undertaking flow that to be used for said flow cutting be different weight percentage, said n is the positive integer greater than 1;
The strategy distribution module is used for throwing in strategy to each one's share of expenses for a joint undertaking assignment of traffic correspondent advertisement;
Strategy effect computing module is used for adding up respectively the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence, and chooses optimum advertisement putting strategy according to said efficacy parameter.
Preferably, said tactful effect computing module comprises:
Efficacy parameter statistics submodule is used for adding up respectively the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence;
Optimal strategy extracts submodule, is used to extract the best advertisement putting strategy of current efficacy parameter;
Flow adjustment submodule, being used to increases the accounting that said optimal advertising is thrown in the pairing sub-flow of strategy, and judges whether said sub-flow accounting reaches predetermined threshold value, if then call optimal strategy and confirm submodule; If not, then call efficacy parameter statistics submodule;
Optimal strategy is confirmed submodule, is used to confirm that the advertisement putting strategy that on said sub-flow, adopts is optimum advertisement putting strategy.
Compared with prior art, the application has the following advantages:
In advertisement delivery system to the advertisement putting strategy experimentize transfer excellent; Under the situation of ad system stable operation on the retention wire; With the flow cutting of user capture ad system is the sub-process of different weight percentage, on each one's share of expenses for a joint undertaking flow, distributes corresponding advertisement to throw in strategy, then each advertisement putting strategy is carried out online investigation and statistics; Quality through efficacy parameter multifactorial evaluation advertisement putting strategy; Progressively enlarge the corresponding sub-flow of the better advertisement putting strategy of efficacy parameter, promptly when new advertisement putting strategy is carried out verifying on the line, realized the purpose of the advertisement putting strategy of new advertisement putting strategy replace old again; Not only reduced the cost of the new and old replacement of advertisement putting strategy; Also, obtain factual data accurately, effectively improved advertisement putting strategy compliance test result result's accuracy through the effect comparison of same period flow.
The application can be under the situation that does not change system architecture; The umber adjustment that can adjust tactful corresponding flow is arbitrarily distributed to the number percent of the flow of certain advertisement putting strategy; Carrying out tactful effect relatively transfers excellent; Smoothly, stable, efficiently, the flow for the best advertisement putting strategy of effect progressively increases in time, until 100%; And can be under the situation that does not change system architecture, in time the advertisement putting strategy in the strategic server is made amendment or add strategy, have extensibility.
Description of drawings
Fig. 1 is the flow chart of steps of the appraisal procedure embodiment of a kind of advertisement putting strategy of the application;
Fig. 2 is the structured flowchart of the apparatus for evaluating embodiment of a kind of advertisement putting strategy of the application.
Embodiment
For above-mentioned purpose, the feature and advantage that make the application can be more obviously understandable, the application is done further detailed explanation below in conjunction with accompanying drawing and embodiment.
One of core idea of the application embodiment is; In advertisement delivery system, the advertisement putting strategy being experimentized and transfer excellently, under the situation of ad system stable operation on the retention wire, is some one's share of expenses for a joint undertaking flows with the flow cutting of user capture ad system; On each one's share of expenses for a joint undertaking flow, distribute corresponding advertisement to throw in strategy; Then each advertisement putting strategy is carried out online investigation and statistics,, progressively enlarge the corresponding sub-flow of the better advertisement putting strategy of efficacy parameter through the quality of efficacy parameter multifactorial evaluation advertisement putting strategy; Promptly when new advertisement putting strategy is carried out verifying on the line; Realized the purpose of the advertisement putting strategy of new advertisement putting strategy replace old again, not only reduced the cost of the new and old replacement of advertisement putting strategy, also the effect comparison through same period flow; Obtain factual data accurately, effectively improved advertisement putting strategy compliance test result result's accuracy.
With reference to Fig. 1, show the flow chart of steps of appraisal procedure embodiment of a kind of advertisement putting strategy of the application, specifically can comprise the steps:
Said flow is appreciated that the number of times into user's current accessed ad system, and for example, the user clicks the number of times of this advertisement in 1 second.
In concrete the realization, can with the average cutting of said flow the n one's share of expenses for a joint undertaking flow of same percentage; Also can with said flow at random cutting be the n one's share of expenses for a joint undertaking flow of different weight percentage, the application does not limit the mode of said cutting.But in practical application, be the processing mode of the n one's share of expenses for a joint undertaking flow of same percentage, can make evaluation process more level and smooth, thereby obtain to assess better effect the average cutting of flow
In a kind of preferred embodiment of the application, can also be each one's share of expenses for a joint undertaking assignment of traffic corresponding flow sign with after the said flow cutting n one's share of expenses for a joint undertaking flow that is same percentage.For example, be 100 one's share of expenses for a joint undertaking flows with the average cutting of flow, as flow identifier, these numerals do not repeat each other to the numeral in one 1 to 100 of every one's share of expenses for a joint undertaking flow Random assignment.Certainly, according to the demand of practical application, said flow identifier can be revised arbitrarily; Such as; If need flow be divided into 20 one's share of expenses for a joint undertaking flows, the flow identifier for every one's share of expenses for a joint undertaking assignment of traffic just can use the numeral between 1 to 20 so, and the application does not limit concrete flow identifier method.
For further improving the accuracy of the recruitment evaluation of advertisement putting strategy, can be many one's shares of expenses for a joint undertaking flow with the flow cutting as much as possible.For example, be 100 one's share of expenses for a joint undertaking flows with the flow cutting, be 1000 one's share of expenses for a joint undertaking flows etc. with the flow cutting.
In reality, for many load servers, can be earlier with whole assignment of traffic behind many load servers, by each load server the flow that is distributed is carried out above-mentioned cutting again.Such as; Current have 10 load servers; Every load server normally can only 500 times/per second of load flow, then the total flow of 5000 times/per second is divided into the flow of 100 parts of 50 times/per seconds, and distributes a flow identifier every part; The 100 one's share of expenses for a joint undertaking flows that will have flow identifier then are assigned in 10 load servers every 10 one's share of expenses for a joint undertaking flow respectively.
Certainly, all only as example, it all is feasible that those skilled in the art adopt any slit mode according to actual conditions to the method for above-mentioned flow cutting, and the application does not limit this.
In concrete the realization, said advertisement putting strategy is appreciated that to be the mode that adopts preset rules from advertising database, to obtain correspondent advertisement and represent, and as with the page key words search advertisements, shows corresponding advertisement etc. with the behavior of user capture.Said advertisement putting policy store is in strategic server, and for ease of data management, different advertisement is thrown in strategy and had corresponding advertisement input strategy sign respectively.
In a kind of preferred embodiment of the application, said step 103 specifically can comprise following substep:
Substep S31, generation flow identifier and the tactful corresponding relation that identifies;
Substep S32, send the advertisement putting strategy to strategic server and obtain request, comprise flow identifier in the described request;
Substep S33, extract corresponding advertisement according to the flow identifier in the described request and throw in the strategy sign, be identified at according to said advertisement putting strategy and extract corresponding advertisement in the strategic server and throw in strategy.
In reality; Said flow identifier is generally many-to-one relation or is man-to-man relation with the corresponding relation of strategy sign; Can dispose according to actual conditions by person skilled; As generate a flow identifier and the tactful mapping table that identifies, and can the corresponding relation of said flow identifier with the strategy sign be stored in the strategic server.
More specifically, in strategic server, can dispose at least one advertisement putting strategy sign and n flow identifier, and dispose each flow identifier and the tactful corresponding relation that identifies; Wherein, the only corresponding advertisement putting strategy sign of each flow identifier.
Those skilled in the art can dispose a plurality of advertisement putting strategies according to actual conditions in strategic server; Such as; If designed a plurality of advertisement putting strategies simultaneously, which advertisement putting strategy of needs assessment is optimum, then in strategic server, adds these advertisement putting strategies; Corresponding then allocation strategy sign is set up the corresponding relation that flow identifier and said strategy identify simultaneously.When assessing, each sub-flow is through its flow identifier that is assigned to, and according to its flow identifier corresponding strategy sign, from strategic server, gets access to after corresponding advertisement throws in strategy, from advertising database, obtains advertisement and represents.
When the advertisement putting strategy that comprises a flow identifier request of obtaining is sent to strategic server; Said advertisement putting strategic server will be according to this flow identifier; And; This flow identifier and the corresponding relation that strategy identifies are confirmed the current required advertisement putting strategy sign of obtaining, and extract corresponding advertisement according to said advertisement putting strategy sign again and throw in tactful.
For example: in strategic server, storing two advertisement putting strategies; Be respectively strategy 1 and strategy 2; And preserve flow identifier and with the corresponding relation of strategy sign be: flow identifier 1 to 90 is corresponding with tactful 1, and flow identifier 91 to 100 is corresponding with tactful 2, as if current be that flow is averaged cutting; Then can obtain strategy 1 corresponding sub-flow accounting is 90%, and strategy 2 corresponding sub-flow accountings are 10%.
In reality; If after adopting elder generation that whole assignment of traffic is arrived many load servers, the implementation of by each load server the flow that is distributed being carried out cutting again is then for each load server; The advertisement putting strategy can be set arbitrarily; In each load server the advertisement putting strategy that will assess, identical or part is identical, also difference fully.In concrete the realization, each load server can link to each other with strategic server, throws in strategy to each one's share of expenses for a joint undertaking assignment of traffic correspondent advertisement, can extract correspondent advertisement to the strategic server random request and throw in strategy.Certainly, the application embodiment also can be provided with separately or in strategic server the Provisioning Policy distribution module, be used for obtaining request based on the advertisement putting strategy of respective load server, the distribution correspondent advertisement is thrown in strategy.
Certainly; Those skilled in the art can be according to the scheme of any layout strategy distribution of actual conditions; Such as, in each load server, all preserving identical whole advertisement putting strategies, perhaps all can be connected with strategic server; Extract any advertisement putting strategy, make the total flow of advertisement putting strategy reach 100% thereby help controlling.
In a kind of preferred embodiment of the application, said step 104 specifically can comprise following substep:
Substep S41, add up the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence respectively;
Substep S42, the best advertisement putting strategy of the current efficacy parameter of extraction;
Substep S43, the said optimal advertising of increase are thrown in the accounting of the pairing sub-flow of strategy, and judge whether said sub-flow accounting reaches predetermined threshold value, if then carry out substep S44; If not, then return substep S41;
Substep S44, the advertisement putting strategy of confirming on said sub-flow, to adopt are optimum advertisement putting strategy.
For fully guaranteeing advertisement putting strategy compliance test result result's accuracy, said predetermined threshold value can be set to 100%.Certainly, the application does not limit the setting of said threshold value.
In concrete the realization, said efficacy parameter can be clicking rate and/or income.
Particularly; When each advertisement putting strategy realization of execution is obtained by the advertisement of preset rules and is represented; In representing, the user possibly click advertisement at every turn, also possibly not click advertisement; Like this under corresponding discharge; Ad click number of times through a certain advertisement putting strategy is divided by the number of times that represents of the advertisement of this advertisement putting strategy, can obtain the clicking rate that each advertisement putting strategy is produced on flow separately, thereby can go to judge the quality of each advertisement putting strategy effect according to said clicking rate.
More preferably; The daily record that can also produce through the ad system to a day or many days is analyzed and is added up; The showing advertisement daily record and the click logs that will contain each advertisement putting strategy sign are spliced; Thereby can calculate each advertisement putting strategy and be identified at clicking rate and the income that is produced on the flow separately, then according to the comprehensive quality of judging each advertisement putting strategy effect of said clicking rate and income.
For example, if the clicking rate of No. 1 advertisement putting strategy that accounting is 90% sub-flow 1 to be adopted, be that the clicking rate of No. 2 advertisement putting strategies being adopted of 10% sub-flow 2 is low than accounting; Perhaps; Accounting is the income of No. 1 advertisement putting strategy being adopted of 90% sub-flow 1; Than accounting is that the income of No. 2 advertisement putting strategies being adopted of 10% sub-flow 2 is low; Can enlarge the number of No. 2 advertisement putting strategies corresponding flow sign when next round is assessed so, corresponding flow when promptly enlarging No. 2 advertisement putting strategy next rounds assessments is such as with aforementioned 1 to 70 flow identifier; Be that accounting is that 70% sub-flow 1 is configured to belong to the advertisement putting strategy No. 1,71 to 100 flow identifier is that accounting is that 30% sub-flow 2 is configured to belong to the advertisement putting strategy No. 2.
When having enlarged the flow of certain advertisement putting strategy, the flow of can corresponding minimizing effect the poorest advertisement putting strategy expands 100% to up to the flow of certain optimum advertisement putting strategy.
For making those skilled in the art understand the application better, below enumerate several kinds of examples of choosing optimum advertisement putting strategy.
Example 1:
Steps A 1 according to choosing through each advertisement putting strategy, represents the number of times that represents to user advertising, and, click the number of clicks that the corresponding advertisement of said advertisement putting strategy is produced through the user, calculate the clicking rate of the corresponding flow of this advertisement putting strategy.
Steps A 2 contrasts the clicking rate of each advertisement putting strategy, and the advertisement putting strategy that clicking rate is the highest is designated as optimum advertisement putting strategy.
For example, the number of times that represents that represents log record that accounts for No. 1 advertisement putting strategy of 90% flow is 900 times, and the click logs recorded times is 90 times, and then its clicking rate is 1%; The number of times that represents that represents log record that accounts for No. 2 advertisement putting strategies of 10% flow is 100 times, and the click logs recorded times is 30 times, and then its clicking rate is 3%.Show the effect of the effect of No. 2 advertisement putting strategies greater than No. 1 advertisement putting strategy, No. 2 advertisement putting strategies are optimum advertisement putting strategy.
Example 2:
If in the CPC system, then can calculate the income of each advertisement putting strategy under 100% flow through the clicking rate of each advertisement putting strategy, will under 100% flow, take in maximum advertisement putting strategies as optimum advertisement putting strategy.
Example 3:
Step B1 by choosing through each advertisement putting strategy, represents the number of times that represents to user advertising, and, click the corresponding number of clicks that advertisement produces of said advertisement putting strategy through the user, calculate the clicking rate of the corresponding flow of this advertisement putting strategy;
Step B2 with the number of times that represents of normal flow correspondence, multiply by the clicking rate of the corresponding flow of each advertisement putting strategy respectively, obtains the number of clicks of each advertisement putting strategy under the situation of this normal flow;
Step B3 calculates the income that is obtained according to the number of clicks of each advertisement putting strategy, deducts the income that corresponding cost obtains and compares, and the advertisement putting strategy that income is the highest is designated as optimum advertisement putting strategy.
Generally speaking, this process is the income that the clicking rate of each advertisement putting strategy under corresponding flow obtained, and is converted into the income of each advertisement putting strategy when 100% flow; Promptly with 100% flow as normal flow; And the cost of each advertisement putting strategy when 100% flow possibly compared and can change with the corresponding cost of flow in the test, such as expands 100% at flow, when income increases in proportion; But it is more that cost may increase, and final like this income may be still less.So the effect of each advertisement putting strategy in current evaluates traffic be transformed in the same standard compare; Thereby can be more accurately the effect of each advertisement putting strategy be compared; Can certainly be converted into flow such as 90% flow or other situation as normal flow, the application does not limit this.
Certainly, above-mentioned example is only as explanation, and it all is feasible that those skilled in the art adopt any mode to choose optimum advertisement putting strategy according to actual conditions, and the application need not this to limit.
Use the application embodiment; If the new advertisement putting strategy of planning to reach the standard grade is not optimum advertisement putting strategy; Perhaps; Although the effect of the new advertisement putting strategy that current plan is reached the standard grade is optimum advertisement putting strategy, efficacy parameter is during less than said preset effect threshold value, and those skilled in the art then can be optimized this advertising input strategy according to actual conditions.
For example, the effect of a new advertisement putting strategy of current needs assessment comprises No. 1 advertisement putting strategy and No. 2 advertisement putting strategies in the strategic server; Wherein, No. 1 advertisement putting strategy is existing old advertisement putting strategy, and No. 2 advertisement putting strategies then are the new advertisement putting strategy of current assessment, if expection is poor for the effect that No. 2 advertisement putting strategies are obtained in assessing in the first round; Even be lower than the advertisement putting strategy No. 1; So just can suspend the flow that enlarges No. 1 advertisement putting plan, carry out the next round test after earlier No. 2 advertisement putting strategies being optimized again, be optimum up to No. 2 advertisement putting strategies.
Or as; The effect of No. 2 advertisement putting strategies is better than the effect of No. 1 advertisement putting strategy, but does not reach the preset effect threshold value when designing No. 2 advertisement putting strategies, then suspends the flow that enlarges No. 2 advertisement putting strategies; Carry out the next round test after earlier No. 2 advertisement putting strategies being optimized again; Effect up to No. 2 advertisement putting strategies is optimum, and more than or equal to preset effect threshold value, enlarges the flow of No. 2 advertisement putting strategies again.
In reality,, and need adopt some new advertisement putting strategy by actual demand if system has moved certain old advertisement putting strategy; And need actual verification to confirm for the actual effect of new advertisement putting strategy; Then can when the corresponding relation that configuration flow quantitative character and strategy identify, give new advertisement putting strategy with a spot of assignment of traffic earlier, after carrying out taking turns assessment; If advertisement putting strategy new on this flow is effective; Then can progressively enlarge the flow of new advertisement putting strategy, reduce the flow of old advertisement putting strategy, assess again; So circulation expands 100% to until the flow of certain optimum new advertisement putting strategy.Adopt this mode, when the old and new's advertisement putting strategy replaces, can be under the situation that does not change the total system framework; The old and new's advertisement putting strategy is seamlessly transitted; Can not influence stable with the actual income of system, and under the situation that does not change the total system framework, add by demand; The corresponding relation of advertisement putting strategy in the modification strategic server and flow identifier and strategy sign can be tested new advertisement putting strategy, possesses extensibility.
For making those skilled in the art understand the application better, below specify the appraisal procedure of the application's advertisement putting strategy through example.
Example 1:
Total flow (being the total degree of user capture ad system) for the user capture ad system; Through flow cutting algorithm, be n one's share of expenses for a joint undertaking flow earlier with the average cutting of flow, and to flow identifier of every one's share of expenses for a joint undertaking assignment of traffic; Then through the corresponding relation of preset flow identifier with the strategy sign; Go strategic server to obtain corresponding advertisement and throw in strategy, different advertisement is thrown in strategy distribute to corresponding sub-flow, suppose current have No. 1 advertisement putting strategy, No. 2 advertisement putting strategies and No. 3 advertisement putting strategies; The sub-flow that belongs to No. 1 advertisement putting strategy sign is 1 work song flow; 1 work song flow can be analyzed and obtain the efficacy parameter of No. 1 advertisement putting strategy on 1 work song flow after from strategic server, obtaining No. 1 advertisement putting strategy and carry out showing advertisement through preceding method, can obtain the efficacy parameter of No. 2 advertisement putting strategies and No. 3 advertisement putting strategies equally; Then the efficacy parameter of 3 advertisement putting strategies is compared; For the advertisement putting strategy of current optimal, enlarge the flow of this advertisement putting strategy, carry out the next round assessment then.
Example 2:
The flow of 5000 ad-request of per second is divided into 30% sub-flow 1 and 70% sub-flow 2; Wherein sub-flow 1 employing of 30% (1500 times/per second) is according to the advertisement putting strategy 1 of user characteristics showing advertisements; The sub-flow 2 of another 70% (3500 times/per second) adopts the advertisement putting strategy 2 of showing advertisements at random, obtains 0.5% and 0.3% clicking rate respectively, takes turns in the assessment at this; If the flow with 100% is a standard; Press under the situation that CPC charges, the income that obtains according to the advertisement putting strategy 1 of user characteristics showing advertisements so verifies so further whether this advertisement putting strategy 1 is still optimum under the situation that flow increases just at most.For example; Can enlarge sub-flow 1 according to the advertisement putting strategy 1 of user characteristics showing advertisements; Sub-flow 1 such as with 5000 ad-request of per second is divided into 35% and 65%; Wherein 35% sub-flow adopts the advertisement putting strategy 1 according to the user characteristics showing advertisements, and another sub-flow 2 of 65% adopts the advertisement putting strategy 2 of showing advertisements at random, obtains 0.55% and 0.35% clicking rate respectively; Still optimum according to the income of the advertisement putting strategy 1 of user characteristics showing advertisements so; Then continue to enlarge the flow of this advertisement putting strategy 1, the flow to 100% that the rest may be inferred progressively improves according to the advertisement putting strategy of user characteristics showing advertisements can obtain maximum clicking rate, thereby finally obtains maximized income.
With reference to figure 2, show the structured flowchart of apparatus for evaluating embodiment of a kind of advertisement putting strategy of the application, specifically can comprise with lower module:
Strategy effect computing module 204 is used for adding up respectively the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence, and chooses optimum advertisement putting strategy according to said efficacy parameter.
In a kind of preferred embodiment of the application, said tactful effect computing module 204 can comprise following submodule:
Efficacy parameter statistics submodule is used for adding up respectively the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence;
Optimal strategy extracts submodule, is used to extract the best advertisement putting strategy of current efficacy parameter;
Flow adjustment submodule, being used to increases the accounting that said optimal advertising is thrown in the pairing sub-flow of strategy, and judges whether said sub-flow accounting reaches predetermined threshold value, if then call optimal strategy and confirm submodule; If not, then call efficacy parameter statistics submodule;
Optimal strategy is confirmed submodule, is used to confirm that the advertisement putting strategy that on said sub-flow, adopts is optimum advertisement putting strategy.
Wherein, for guaranteeing the accuracy of assessment, said predetermined threshold value can be set to 100%.Certainly, in the application embodiment, the setting of said threshold value is not limited.
As the concrete a kind of example used of the application embodiment, said flow cutting module can comprise following submodule:
Average cutting submodule, being used for the average cutting of said flow is the n one's share of expenses for a joint undertaking flow of same percentage;
Perhaps,
Cutting submodule at random, be used for said flow at random cutting be the n one's share of expenses for a joint undertaking flow of different weight percentage.
In the application's preferred embodiment, said device embodiment can also comprise like lower module:
The flow identifier distribution module is used to each one's share of expenses for a joint undertaking assignment of traffic corresponding flow sign;
In concrete the realization, said advertisement putting policy store and has corresponding advertisement and throws in the strategy sign in strategic server, and in this case, said tactful distribution module specifically can comprise following submodule:
The correspondence setting submodule is used to generate flow identifier and the tactful corresponding relation that identifies;
Submodule is sent in request, is used for sending the advertisement putting strategy to strategic server and obtains request, comprises flow identifier in the described request;
Strategy extracts submodule, is used for extracting corresponding advertisement input strategy sign according to the flow identifier of described request, is identified at according to said advertisement putting strategy and extracts corresponding advertisement input strategy in the strategic server.
Generally speaking, said flow identifier is many-to-one relationship or one-one relationship with the corresponding relation of strategy sign.
In the application embodiment, said advertisement putting strategy can be the mode that adopts preset rules from advertising database, to obtain correspondent advertisement and represent; Said efficacy parameter can be clicking rate and/or income.
Use the application embodiment, at first can obtain the flow that current ad system is visited through the flow acquisition module; With the flow cutting n one's share of expenses for a joint undertaking flow of different weight percentage through flow cutting module then; And be flow identifier of every one's share of expenses for a joint undertaking assignment of traffic through the flow identifier distribution module; Through the flow identifier of correspondence setting submodule generation and the corresponding relation of strategy sign; Send submodule by request and obtain request to the advertisement putting strategy that the strategic server transmission comprises flow identifier; Strategy in the strategic server extracts the advertisement putting strategy of the corresponding extraction flow identifier of submodule institute relative strategy sign and returns, and the advertisement putting strategy that uses according to each sub-flow is again retrieved correspondent advertisement and represented to user side from advertising database.Behind user's showing advertisements, the strategy sign is deposited into representing in the daily record of front end in success, simultaneously,, then the strategy sign is transmitted, it is deposited in the click logs if the advertisement of using this advertisement putting strategy to represent is clicked by the user.Said tactful effect computing module can calculate the clicking rate of each advertisement putting strategy under corresponding flow based on representing daily record and click logs.
For example, in strategic server, storing two advertisement putting strategies, 1 to 90 sign belongs to the advertisement putting strategy No. 1; 91 to 100 sign belongs to the advertisement putting strategy No. 2, when an one's share of expenses for a joint undertaking flow obtains the flow identifier of generation at random, as 45; It is when visited policy server, and it is corresponding No. 1 advertisement putting strategy that database is discerned it with it, in advertising database; Strategy sign (No. 1 advertisement putting strategy) according to its use adopts No. 1 advertisement putting strategy to obtain the advertisement that represents.Behind user's showing advertisements, the strategy sign is outputed to representing in the daily record of system in success.Simultaneously,, produce advertiser's behavior of paying, then the strategy sign is transmitted, it is outputed in the click logs if use the advertisement that this advertisement putting strategy represents to be clicked by the user.For example, its strategy sign of record in the daily record of using the behavior of No. 2 advertisement putting strategy generation showing advertisements: 2.
Daily record through to one day or many days is analyzed and is added up; The showing advertisement daily record and the click logs that will contain each advertisement putting strategy sign are spliced, and then can calculate each advertisement putting strategy and be identified at clicking rate and the income that is produced on the flow separately.
In the CPC ad system; Generally can (have different appraisement systems in the different charge system through the quality that the clicking rate of contrast Different Strategies can be estimated an advertisement putting strategy; But in general ad system; Generally based on clicking rate as estimating), obtain this tactful click effect.Through enlarging the sub-flow of effective advertisement putting strategy, ad revenue is enlarged.In this process, can enlarge sub-flow as long as the clicking rate of one of them advertisement putting strategy is higher.Simultaneously, in this process,, carry out policy optimization earlier, consider to enlarge sub-flow again after reaching the effect of anticipation if the actual effect that data embodied that obtains when being lower than the effect of the advertisement putting strategy of being expected, can no longer enlarge sub-flow.In this process,, expand as whole flows until advertisement putting strategy (or the new advertisement putting strategy) flow of optimum, i.e. 100% flow through constantly contrasting and optimizing.
For example, No. 1 advertisement putting strategy that before occupies 90% flow is old advertisement putting strategy, and No. 2 advertisement putting strategies of 10% flow are new advertisement putting strategy; After one day experiment, find that the click income of No. 2 advertisement putting strategies is higher by about 10% than No. 1, the flow that then enlarges No. 2 advertisement putting strategies is 30%; The flow that reduces No. 1 advertisement putting strategy is 70%; Experimentize, the higher new advertisement putting strategy of income is progressively expanded as 100% flow the most at last again, makes the older advertisement putting strategy of ultimate yield high by about 10%; Thereby the new and old advertisement putting strategy of system is smoothly alternated, improve income.
In reality for many load servers; Can earlier whole flow be carried out being redistributed to each load server after the cutting; Such as for 10 station servers; Every load server normally can only 500 times/per second of load flow, then the total flow of 5000 times/per second is divided into the flow of 100 parts of 50 times/per seconds, and distributes a flow identifier every part; The 100 one's share of expenses for a joint undertaking flows that will have flow identifier then are assigned to respectively in 10 load servers; Every 10 one's share of expenses for a joint undertaking flow, the every one's share of expenses for a joint undertaking flow in 10 load servers obtains correspondent advertisement according to its flow identifier and throws in strategy from strategic server then, represents according to strategy retrieve advertisements from advertising database then.
Perhaps; Can earlier whole flow all be given earlier many load servers; In each server, carry out same flow cutting matching process then; Such as for 10 load servers, be divided into the sub-flow of 10 parts of 500 times/per seconds for total flow with 5000 times/per second, with this a little assignment of traffic to each load server; Carry out same flow cutting configuration at every station server then; Such as the corresponding relation that identifies according to strategic server flow identifier and strategy; 1 to 90 sign belongs to the advertisement putting strategy No. 1, and 91 to 100 sign belongs to the advertisement putting strategy No. 2, and the flow of 500 times/per second is divided into 100 one's share of expenses for a joint undertaking flows; Every station server is 90 parts of 90 flow identifier that distribute in 1 to 90 wherein, belong to strategy No. 1; , residue 10 a 10 flow identifier that distribute in 91 to 100 belong to strategy No. 2, and flow is average cutting in this process.
So, but flow percentage to each advertisement putting strategy can be guaranteed, and the number percent of the shared flow of each advertisement putting strategy can be arbitrarily adjusted in statistic behavior.
For device embodiment, because it is similar basically with method embodiment, so description is fairly simple, relevant part gets final product referring to the part explanation of method embodiment.
The application can be used in numerous general or special purpose computingasystem environment or the configuration.For example: personal computer, server computer, handheld device or portable set, plate equipment, multicomputer system, the system based on microprocessor, set top box, programmable consumer-elcetronics devices, network PC, small-size computer, mainframe computer, comprise DCE of above any system or equipment or the like.
The application can describe in the general context of the computer executable instructions of being carried out by computing machine, for example program module.Usually, program module comprises the routine carrying out particular task or realize particular abstract, program, object, assembly, data structure or the like.Also can in DCE, put into practice the application, in these DCEs, by through communication network connected teleprocessing equipment execute the task.In DCE, program module can be arranged in this locality and the remote computer storage medium that comprises memory device.
More than the appraisal procedure of a kind of advertisement putting strategy that the application provided and a kind of apparatus for evaluating of advertisement putting strategy are described in detail; Used specific case herein the application's principle and embodiment are set forth, the explanation of above embodiment just is used to help to understand the application's method and core concept thereof; Simultaneously, for one of ordinary skill in the art, according to the application's thought, the part that all can change in specific embodiments and applications, in sum, this description should not be construed as the restriction to the application.
Claims (10)
1. the appraisal procedure of an advertisement putting strategy is characterized in that, comprising:
Obtain the flow that current ad system is visited;
With said flow cutting is n one's share of expenses for a joint undertaking flow, and said n is the positive integer greater than 1;
Throw in strategy to each one's share of expenses for a joint undertaking assignment of traffic correspondent advertisement;
Add up the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence respectively, and choose optimum advertisement putting strategy according to said efficacy parameter.
2. the method for claim 1 is characterized in that, the said efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence of adding up respectively, and comprise following substep according to the step that efficacy parameter is chosen optimum advertisement putting strategy:
Substep S1, add up the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence respectively;
Substep S2, the best advertisement putting strategy of the current efficacy parameter of extraction;
Substep S3, the said optimal advertising of increase are thrown in the accounting of the pairing sub-flow of strategy, and judge whether said sub-flow accounting reaches predetermined threshold value, if then carry out substep S4; If not, then return substep S1;
Substep S4, the advertisement putting strategy of confirming on said sub-flow, to adopt are optimum advertisement putting strategy.
3. method as claimed in claim 2 is characterized in that, said predetermined threshold value is 100%.
4. like claim 1,2 or 3 described methods, it is characterized in that said is that the step of the n one's share of expenses for a joint undertaking flow of different weight percentage comprises with the flow cutting:
With the average cutting of said flow is the n one's share of expenses for a joint undertaking flow of same percentage;
Perhaps,
With said flow at random cutting be the n one's share of expenses for a joint undertaking flow of different weight percentage.
5. like claim 1,2 or 3 described methods, it is characterized in that, said with the flow cutting be the step of n one's share of expenses for a joint undertaking flow of different weight percentage after, also comprise:
Be each one's share of expenses for a joint undertaking assignment of traffic corresponding flow sign;
Said advertisement putting policy store has corresponding advertisement and throws in the strategy sign in strategic server, and said step to each one's share of expenses for a joint undertaking assignment of traffic correspondent advertisement input strategy comprises:
Generate flow identifier and the tactful corresponding relation that identifies;
Send the advertisement putting strategy to strategic server and obtain request, comprise flow identifier in the described request;
Extract corresponding advertisement input strategy sign according to the flow identifier in the described request, be identified at according to said advertisement putting strategy and extract corresponding advertisement input strategy in the strategic server.
6. method as claimed in claim 5 is characterized in that, said flow identifier is many-to-one relationship or one-one relationship with the corresponding relation of strategy sign.
7. like claim 1,2 or 3 described methods, it is characterized in that the mode of said advertisement putting strategy for adopting preset rules from advertising database, to obtain correspondent advertisement and represent;
Said efficacy parameter is clicking rate and/or income.
8. the method for claim 1 is characterized in that, said the flow cutting is the step of n one's share of expenses for a joint undertaking flow before, described method also comprises:
Give the m station server with the current assignment of traffic of obtaining, said m is the positive integer greater than 1; Beginning to carry out said respectively by said m station server is the step of n one's share of expenses for a joint undertaking flow with the flow cutting.
9. the apparatus for evaluating of an advertisement putting strategy is characterized in that, comprising:
The flow acquisition module is used to obtain the flow that current ad system is visited;
Flow cutting module, being used for said flow cutting is n one's share of expenses for a joint undertaking flow, said n is the positive integer greater than 1;
The strategy distribution module is used for throwing in strategy to each one's share of expenses for a joint undertaking assignment of traffic correspondent advertisement;
Strategy effect computing module is used for adding up respectively the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence, and chooses optimum advertisement putting strategy according to said efficacy parameter.
10. device as claimed in claim 9 is characterized in that, said tactful effect computing module comprises:
Efficacy parameter statistics submodule is used for adding up respectively the efficacy parameter of each advertisement putting strategy on the sub-flow of correspondence;
Optimal strategy extracts submodule, is used to extract the best advertisement putting strategy of current efficacy parameter;
Flow adjustment submodule, being used to increases the accounting that said optimal advertising is thrown in the pairing sub-flow of strategy, and judges whether said sub-flow accounting reaches predetermined threshold value, if then call optimal strategy and confirm submodule; If not, then call efficacy parameter statistics submodule;
Optimal strategy is confirmed submodule, is used to confirm that the advertisement putting strategy that on said sub-flow, adopts is optimum advertisement putting strategy.
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| CN111626776A (en) * | 2020-05-26 | 2020-09-04 | 创新奇智(西安)科技有限公司 | Method for training strategy model, method and device for determining advertisement putting strategy |
| CN111626776B (en) * | 2020-05-26 | 2024-03-08 | 创新奇智(西安)科技有限公司 | Method for training strategy model, method and device for determining advertisement putting strategy |
| CN113763026A (en) * | 2021-04-23 | 2021-12-07 | 北京沃东天骏信息技术有限公司 | Method and device for testing information delivery strategy |
| CN114266604A (en) * | 2022-01-04 | 2022-04-01 | 北京小熊博望科技有限公司 | Advertisement putting effect evaluation method based on multiple dimensions and storage medium |
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