CN102592235A - Internet advertisement serving system - Google Patents
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- CN102592235A CN102592235A CN2011104479863A CN201110447986A CN102592235A CN 102592235 A CN102592235 A CN 102592235A CN 2011104479863 A CN2011104479863 A CN 2011104479863A CN 201110447986 A CN201110447986 A CN 201110447986A CN 102592235 A CN102592235 A CN 102592235A
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Abstract
The invention provides an Internet advertisement serving system, which is characterized by comrpising an obtaining device, a click rate predicating device and an advertisement serving device, wherein the obtaining device is used for obtaining a list of advertisements to be delivered; the click rate predicating device is used for predicating the click rate of each advertisement to be delivered at least according to attributes of visitors, attributes of advertisement places or advertisement attributes; and the advertisement serving device is used for delivering the advertisements to be delivered according to relevant information predicated by the click rate predicating device. The invention further provides an Internet advertisement serving method. The Internet advertisement serving system and the method, disclosed by the invention, can improve the effect of Internet advertisements, save the cost of advertisers, and simultaneously, increase the value of the advertisement places.
Description
Technical field
The present invention relates to the advertisement putting field on the internet, relate in particular to a kind of Internet advertising jettison system that sorts and throw in through the ad click rate prediction on ad.
Background technology
At present, at internet arena, a lot of webpages all can be showed advertisement to the user.These websites roughly are divided into following several kinds when handling the displaying advertisement:
1, directly throws in.This input mode can cause the wasting of resources, and the advertiser wastes a large amount of advertising expenditures, and advertisement is thrown to many non-audient crowds.Medium are because this input causes advertising results undesirable, and advertisement position is worth not high.And advertisement position can only be given an advertiser.
2, simple poll is thrown in.For example the shuffle different advertisement represents content above advertisement display location.This input has solved the problem that direct input can only be given an advertiser, can split the flow of advertisement position to a plurality of advertisers, and advertising expenditure is wasted, advertising results are undesirable, advertisement position is worth not high problem but still can not solve.
3, carry out correlation analysis according to content of pages and current input in the showing advertisement content of this page, the showing advertisement content maximum degree of correlation pushes out.This kind input can directly throw in simple training in rotation advertising results on lifting is to a certain degree arranged; But the lifting amplitude is limited; If content of pages with to throw in the correlativity of content little the time; When perhaps page semantic analysis is incorrect, effect will occurs and reduce the perhaps problem of minus effect.
4, simple input strategy is arranged, as throwing in according to categories of websites, throwing in according to the content of pages coupling.This kind input increases some and throws in strategy on 3 basis, such as pressing categories of websites input, frequency control, overall control or the like.But can not solve equally when content of pages and all input content relevances are little, when perhaps semantic analysis is incorrect, effect can occurs and reduce the perhaps problem of minus effect.
Summary of the invention
In order to overcome the various defectives in the above-mentioned existing advertisement putting technology, the present invention provides a kind of Internet advertising jettison system that sorts and throw in through the ad click rate prediction on ad.This Internet advertising jettison system is characterised in that, comprising:
Deriving means is used to obtain advertising listing to be put;
The clicking rate prediction unit is used at least the clicking rate of attribute, advertisement position attribute or each advertisement to be put of advertisement attributes prediction according to the visitor;
The advertisement putting device is used for according to the relevant information of described clicking rate prediction unit prediction said advertisement to be put being thrown in.
In accordance with a preferred embodiment of the present invention, said Internet advertising jettison system also comprises the statistical study device, is used for treating advertisement delivery according to said clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement at least and sorts; Said advertisement putting device is thrown in described advertisement to be put according to said ranking results.
In accordance with a preferred embodiment of the present invention, said Internet advertising jettison system also comprises the advertisement orienting device, is used at least through the crowd is directed, the region is directed or visit is given orientation for change and carried out the advertisement orientation, to form initial advertising listing to be put.
According to another preferred embodiment of the present invention; Said Internet advertising jettison system also comprises the advertisement screening plant; Be used for setting attribute, period restriction, single threshold limitation, total threshold value or day threshold value to screening, to form described advertising listing to be put according to advertisement at least at said initial advertising listing to be put.
According to another preferred embodiment of the present invention; The clicking rate prediction unit also comprises the first weight setting device described in the said Internet advertising jettison system; Be used at least attribute, advertisement position attribute, advertisement attributes, visitor according to the visitor seen the number of times of advertisement or click advertisement number of times and advertisement relevance and to the influence degree of advertisement; Set a weight coefficient for above-mentioned every attribute, said clicking rate prediction unit carries out the clicking rate prediction according to the weighted analysis to said every attribute.
According to a further preferred embodiment of the invention; Also comprise the second weight setting device in the statistical study device described in the described Internet advertising jettison system; Be used at least according to clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement influence degree ad revenue; Set a weight coefficient for above-mentioned every attribute, said statistical study device carries out order ads according to the weighted analysis to said every attribute.
According to another preferred embodiment of the present invention; Also comprise advertisement position income calculation device described in the described Internet advertising jettison system in the statistical study device, be used for ad revenue according to clicking rate information of forecasting or this advertisement position of advertising expenditure information calculations of advertisement.
According to another preferred embodiment of the present invention, advertisement putting device described in the described Internet advertising jettison system comprises that also the advertisement putting strategy confirms device, is used for confirming at least content, quantity and the position, advertisement delivery position of advertisement delivery.
According to another aspect of the present invention, a kind of Internet advertising put-on method is provided, has it is characterized in that, said method comprising the steps of:
Obtaining step obtains advertising listing to be put;
The clicking rate prediction steps is at least according to the clicking rate of visitor's attribute, advertisement position attribute or each advertisement to be put of advertisement attributes prediction;
The advertisement putting step is thrown in said advertisement to be put according to the relevant information of described clicking rate prediction unit prediction.
According to a preferred embodiment of the present invention, described Internet advertising put-on method also comprises the statistical study step, treats advertisement delivery according to said clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement at least and sorts; Described advertisement to be put is thrown in according to said ranking results in said advertisement putting step.
According to a preferred embodiment of the present invention, described Internet advertising put-on method also comprises the advertisement orientation step, and is directed through the crowd at least, the region is directed or visit is given orientation for change and carried out the advertisement orientation, to form initial advertising listing to be put.
According to another preferred embodiment of the present invention; Described Internet advertising put-on method also comprises advertisement screening step; At least set attribute, period restriction, single threshold limitation, total threshold value or day threshold value to screening, to form described advertising listing to be put according to advertisement at said initial advertising listing to be put.
According to another preferred embodiment of the present invention; The clicking rate prediction steps also comprises the first weight setting step described in the described Internet advertising put-on method; At least seen the number of times of advertisement according to visitor's attribute, advertisement position attribute, advertisement attributes, visitor or click advertisement number of times and advertisement relevance and to the influence degree of advertisement; For above-mentioned every attribute is set a weight coefficient; In said clicking rate prediction steps, carry out the clicking rate prediction according to weighted analysis to said every attribute.
According to a further advantageous embodiment of the invention; Also comprise the second weight setting step in the statistical study step described in the described Internet advertising put-on method; At least according to clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement influence degree to ad revenue; Set a weight coefficient for above-mentioned every attribute, in said statistical study step, carry out order ads according to weighted analysis to said every attribute.
According to another preferred embodiment, also comprise advertisement position income calculation step in the said statistical study step of described Internet advertising put-on method, according to the ad revenue of clicking rate information of forecasting or this advertisement position of advertising expenditure information calculations of advertisement.
According to another preferred embodiment of the present invention, advertisement putting step described in the described Internet advertising put-on method comprises that also the advertisement putting strategy confirms step, confirms content, quantity and the position, advertisement delivery position of advertisement delivery at least.
Internet advertising jettison system disclosed by the invention and method have realized the visitor is incorporated in the advertisement putting of whole internet the influence of advertisement; Before throwing in, the visitor is told the crowd according to certain formula area; Thereby the purpose that guarantees advertisement putting is clearer and more definite; Secondly predict through the dimension clicking rate of crowd's attribute, advertisement position attribute and advertisement attributes; Afterwards also according to the clicking rate information of forecasting, come advertisement is carried out integrated ordered in conjunction with other ad related information such as advertising expenditure information, analyze the input scheme that contents are confirmed advertisement according to these at last.Advertisement delivery system of the present invention and method have improved the effect of Internet advertising, have saved advertiser's cost, concerning medium, have increased the value of advertisement position simultaneously.
Description of drawings
Through reading the detailed description of doing with reference to following accompanying drawing that non-limiting example is done, it is more obvious that other features, objects and advantages of the present invention will become, wherein:
Fig. 1 is the system chart of said Internet advertising jettison system according to a preferred embodiment of the present invention.
Fig. 2 is the system chart that comprises the advertisement orienting device in the said Internet advertising jettison system according to a preferred embodiment of the present invention.
Fig. 3 is the system chart that comprises the advertisement screening plant in the said Internet advertising jettison system according to a preferred embodiment of the present invention.
Fig. 4 is the system chart that the said clicking rate prediction unit in the said Internet advertising jettison system according to a preferred embodiment of the present invention comprises the first weight setting device.
Fig. 5 is the system chart that the said clicking rate prediction unit in the said Internet advertising jettison system according to a preferred embodiment of the present invention comprises the second weight setting device.
Fig. 6 is the system chart that comprises advertisement position income calculation device in the said statistical study device in the said Internet advertising jettison system according to a preferred embodiment of the present invention.
Fig. 7 comprises in the said advertisement putting device in the said Internet advertising jettison system according to a preferred embodiment of the present invention that the advertisement putting strategy confirms the system chart of device.
Fig. 8 is the process flow diagram of said Internet advertising put-on method according to a preferred embodiment of the present invention.
Same or analogous Reference numeral is represented same or analogous parts in the accompanying drawing.
Embodiment
In order to understand better and to explain the present invention, will make further detailed description with reference to Fig. 1-5 couple the present invention below.
Fig. 1 is the system chart of said Internet advertising jettison system according to a preferred embodiment of the present invention.As shown in Figure 1, said Internet advertising jettison system 100 comprises Advertisement Server 101, deriving means 102, clicking rate prediction unit 103, statistical study device 104 and advertisement putting device 105.Wherein, said deriving means 102 receives advertising listing to be put from Advertisement Server 101; Then, according to network or advertisement visitor's attribute, the attribute of advertisement position and advertisement attributes are predicted the clicking rate of each advertisement to be put to said clicking rate prediction unit 103 at least; Then, advertisement putting device 105 is thrown in said advertisement to be put according to the relevant information of described clicking rate prediction unit prediction.
Preferably, said statistical study device 104 sorts according to relevant informations such as the clicking rate information of forecasting of described advertisement and the expense of advertisement and other ad related information at least; At last, described advertisement putting device 105 is thrown in described advertisement to be put according to above-mentioned ranking results.
Particularly; Obtaining of 102 pairs of said advertisements to be put of deriving means; Normally obtain the tabulation of said advertisement to be put, preferably, also can obtain the information that is associated with advertisement to be put; The header of advertisement to be put etc. for example, it is more quick owing to obtain the simplicity of information to obtain the acquisition speed of the information that is associated with said advertisement to be put.In addition, the source with advertising listing to be put among Fig. 1 is depicted as Advertisement Server 101, and in the application of reality, deriving means 102 also can obtain advertising listing to be put from advertising provider or internet.
Particularly, according to network or advertisement visitor's attribute, the attribute of advertisement position or advertisement attributes are predicted the clicking rate of each advertisement to be put to said clicking rate prediction unit 103 at least.Wherein said network or advertisement visitor's attribute comprises for example belonging to the city, and at the age, income is to the purchase intention of advertisement, interest etc.; Described advertisement position attribute comprises area, and whether length breadth ratio is first screen, occupy the position, left, center, right of the page, represents form etc.; And described advertisement attributes comprises that ad content describes, and color, represents form (picture, flash, literal), ad content layout (position of animation, picture, literal accounting and place showing advertisement content), advertising rates, advertiser's significance level etc.Clicking rate prediction unit 103 is according to network or advertisement visitor's attribute; The attribute of advertisement position and advertisement attributes are carried out correlation analysis, thereby predict that the advertisement putting content in the advertisement putting tabulation that network or advertisement visitor simplified for screening on this advertisement position carries out the clicking rate prediction.Said correlation analysis is meant to be analyzed two or more variable elements that possess correlativity, thereby weighs the related intimate degree of two variables, need exist certain contact or probability just can carry out correlation analysis between the element of correlativity; Described weight score is to draw through the clicking rate of prediction and the correlation analysis of weight coefficient.
And the ordering of 104 pairs of advertisements of said statistical study device mainly relies on above-mentioned clicking rate information of forecasting that draws and weight score; Secondly can also be according to other ad related information; For example network or advertisement visitor see the number of times of this advertisement, the number of times of some advertisement etc., see that the number of times of advertisement is many more with the number of times of some advertisement, and then ordering is forward more; Can also combine clicking rate information of forecasting or weight score to carry out correlation analysis to above-mentioned other ad related information, thereby advertisement is sorted.Can also sort according to advertising expenditure information simultaneously, promptly the tariff information through advertisement to be put sorts, and rate are high, stand out, and rate are low, comes the back, and the like.
The advertisement putting device 105 forward advertisement to be put of will sorting is usually thrown in, and certainly, also can carry out permutation and combination to advertisement to be put, divides into groups to carry out advertisement putting, perhaps relevant advertisements is carried out association, throws in multiple advertisement together.In addition, when not having statistical study device 104, said advertisement putting device 105 can be according to the relevant clicking rate information of clicking rate prediction unit 103 predictions, and for example clicking rate sequencing information, size information etc. are thrown in said advertisement to be put.
Fig. 2 is the system chart that comprises the advertisement orienting device in the said Internet advertising jettison system according to a preferred embodiment of the present invention.As shown in Figure 2; Wherein with Fig. 1 in identical device and annexation repeat no more at this; In the embodiment shown in Fig. 2, increased advertisement orienting device 201; Said advertisement orienting device 201 is used at least through the crowd is directed, the region is directed, visit is given orientation for change and carried out the advertisement orientation, and to form initial advertising listing to be put, then said initial advertising listing to be put is received by deriving means 102.
Concrete, at first network or advertisement visitor being carried out crowd's attributive classification, the visitor can be through the webserver 202 and individual PC203 accesses network and advertisement.Crowd's attribute comprises sex, income, purchase intention, interest or the like.Then, the mathematical statistics analysis is carried out in visitor's the behavior of browsing, mark crowd attributive classification label is saidly browsed behavior and is comprised the number of times of checking advertisement and the number of times of clicking advertisement etc., and said tag along sort can provide selection for follow-up clicking rate prediction.Then, setting is thrown in advertisement, comprise region directed (cities such as Beijing, Shanghai), crowd's directed (comprising classification such as age, income, purchase intention, interest), visit and give orientation (whether going to the advertiser website) etc. for change.Wherein to give for change be that the visitor gives (Retargeting) technology for change in visit, and this is the cutting edge technology that a kind of obvious results accurate advertisement is thrown in.Through this technology, throw advertisement the crowd who crosses client web site to ever accessed.
Fig. 3 is the system chart that comprises the advertisement screening plant in the said Internet advertising jettison system according to a preferred embodiment of the present invention.As shown in Figure 3; Wherein with Fig. 2 in identical device and annexation repeat no more at this; Increased advertisement screening plant 301 in the embodiment show in figure 3; Said advertisement screening plant 301 is used for according to advertisement setting attribute, period restriction, single threshold limitation said initial advertising listing to be put being screened at least, to form described advertising listing to be put.In addition, can also set according to advertisement priority, total threshold value, day threshold value, minimum input restriction etc. screen said initial advertising listing to be put, to form described tabulation to be put.
Particularly, advertisement setting attribute is meant that the attribute according to the object of advertisement putting limits, and gives Beijing or Shanghai as specifying to throw in, and the women who takes at 5000-10000 etc.; The period restriction is meant the qualification of time, for example 9:00-12:00; Single threshold limitation is meant maximum number of times of checking advertisement to each visitor, can only check this advertisement 5 times like each visitor; The advertisement priority setting is that for example the priority of advertisement A then must be checked advertisement A earlier greater than advertisement B, then just can check advertisement B to the qualification of the order of the advertisement of checking; Total threshold value is meant the upper limit of whole advertisement release amount; Day threshold value is meant the upper limit of advertisement putting every day; Minimum input restriction is meant the quantity of the advertisement of throwing at least.Above-mentioned attribute all is closely-related with advertisement putting, through above-mentioned attribute described initial advertisement delivery tabulation is screened, can be so that the orderliness of the advertisement to be put in the tabulation to be put that forms be clearer, and it is clearer and more definite to classify.
Fig. 4 is the system chart that the said clicking rate prediction unit in the said Internet advertising jettison system according to a preferred embodiment of the present invention comprises the first weight setting device.As shown in Figure 4; Wherein with Fig. 3 in identical device and annexation repeat no more at this; Increased by the first weight setting device 401 in the embodiment show in figure 4; It is arranged in clicking rate prediction unit 103; Be used at least the relevance of number of times that attribute, advertisement position attribute and advertisement attributes and visitor according to the visitor seen advertisement or the number of times of clicking advertisement and advertisement and to the influence degree of advertisement, be that above-mentioned every attribute is set a weight coefficient, said clicking rate prediction unit 103 carries out clicking rate according to the weighted analysis to said every attribute to be predicted.
Particularly, visitor's attribute comprises and for example belongs to the city, and at the age, income is to the purchase intention of advertisement, interest etc.; Described advertisement position attribute comprises area, and whether length breadth ratio is first screen, occupy the position, left, center, right of the page, represents form etc.; And described advertisement attributes comprises that ad content describes, and color, represents form (picture, flash, literal), ad content layout (position of animation, picture, literal accounting and place showing advertisement content), advertising rates, advertiser's significance level etc.In addition, according to the influence degree of each attribute, for every attribute is set a weight coefficient, and the setting of weight coefficient is dynamic, and the influence to advertisement putting in the advertisement putting field is set according to above-mentioned every attribute; When weighting is meant indexs such as in statistics, calculating average; The numerical value that each variate-value is had the effect of weighing the relative importance just is called flexible strategy. and the numerical value of weighing the relative importance that weighted analysis has advertisement above-mentioned attribute in other words is exactly the flexible strategy of above-mentioned attribute; Therefore weighted analysis is analyzed flexible strategy exactly; Through the analysis to flexible strategy, said clicking rate prediction unit can be predicted the clicking rate of said advertisement.
Fig. 5 is the system chart that the said clicking rate prediction unit in the said Internet advertising jettison system according to a preferred embodiment of the present invention comprises the second weight setting device.As shown in Figure 5; Wherein with Fig. 4 in identical device and annexation repeat no more at this; Increased by the second weight setting device 501 in the embodiment show in figure 5, it is arranged in statistical study device 104, is used at least according to clicking rate information of forecasting, advertising expenditure information and other ad related information of the advertisement influence degree to ad revenue; Set a weight coefficient for above-mentioned every attribute, said statistical study device carries out order ads according to the weighted analysis to said every attribute.
Particularly, the clicking rate information of forecasting of said advertisement is exactly the information that provides through the above-mentioned first weight setting device 401, the ad click rate information of forecasting of said clicking rate prediction unit 103 predictions; Advertising expenditure information is attached information in the lump when the advertising provider provides advertisement normally, perhaps offers advertisement putting person by the advertising provider; Other ad related information can comprise the significance level of for example advertisement etc.Therefore the income of above-mentioned information and advertisement all is closely-related.And the weight coefficient that the said second weight setting device 501 is set mainly is associated with ad revenue, repeats no more at this for weighting technique, sees the explanation of participating among Fig. 4 weighting.Then according to the result of weighted analysis, promptly weight score and above-mentioned clicking rate predict the outcome order ads are carried out in said advertisement to be put, and the advertisement before the ordering is thrown in.
This shows; Can comprise the first weight setting device and the second weight setting device in the Internet advertising jettison system that the present invention asks for protection; And the setting of weight all holds the balance for the ordering of advertisement and follow-up advertisement putting; Therefore, further explain in the face of the establishing method and the use of weight down:
The first, the method for weight setting
Weight is divided into the multilayer weight, from the outermost level, comprises that the client throws in importance influence degree, unit price influence degree, prediction clicking rate influence degree; Predict that wherein each parameter has weight again in the clicking rate, and clicking rate prediction and following parameter or information-related:
Visitor's attribute weight: visitor's attribute according to visit url behavior, click behavior such as advertisement behavior, registration or purchase and attribute degree of correlation with and frequency carry out weight setting;
The attribute weight of advertisement position: for example channel classification, size, position or the like;
The advertisement material is thrown in the attribute weight of material: industry, attributive classification, color, type or the like;
The second, each visitor's attribute, each advertisement position attribute, the interactive degree of each advertisement material attribute (traditional advertisement putting is only with reference to some attributes or two attributes) and weighted value have correspondence; Through historical behavior such as continuous 7 days or 4 weeks; Perhaps section (continuous 7 Mondays) or the like at the same time continuously; Influence degree is reappraised hereto; Generate new weighted value, carry out each visitor is carried out the clicking rate prediction at the advertisement position of being visited to the advertisement of throwing again according to this influence degree.
For example utilize the weight score of following formula computing whole: the coefficient of advertiser's significance level * advertiser significance level+unit price * unit price influence coefficient+prediction clicking rate * prediction clicking rate influence coefficient.
Fig. 6 is the system chart that comprises advertisement position income calculation device in the said statistical study device in the said Internet advertising jettison system according to a preferred embodiment of the present invention.As shown in Figure 6; Wherein with Fig. 5 in identical device and annexation repeat no more at this; Increased advertisement position income calculation device 601 in the embodiment show in figure 6, this device is used for the ad revenue according to the clicking rate information of forecasting of advertisement or this advertisement position of advertising expenditure information calculations.The clicking rate information of forecasting can draw through the clicking rate prediction unit 103 shown in Fig. 4, and advertising expenditure information attached information in the lump when the advertising provider provides advertisement normally perhaps offers advertisement putting person by the advertising provider; And ad revenue is to draw according to the correlation analysis to clicking rate and advertising expenditure.Usually, described advertisement position income calculation device can be the traditional calculating device, also can be the processor that has the logical process function concurrently.
Fig. 7 comprises in the said advertisement putting device in the said Internet advertising jettison system according to a preferred embodiment of the present invention that the advertisement putting strategy confirms the system chart of device.As shown in Figure 7, wherein with Fig. 6 in identical device and annexation repeat no more at this, increased the advertisement putting strategy in the embodiment show in figure 7 and confirmed device 701, this device is used at least confirming content, quantity and the position, advertisement delivery position of advertisement delivery.The ad revenue information of the advertisement position that calculates according to advertisement position income calculation device 601; Confirm position, advertisement delivery position, simultaneously, to different advertisement content and quantity; Can be in same advertisement position or different time sections supply volume and content advertisement all inequality; To reach the maximization of ad revenue, promptly can multiple ad group merge branch different time sections input different advertisement, realized different advertisement input strategy.
Fig. 8 is the process flow diagram of said Internet advertising put-on method according to a preferred embodiment of the present invention.As shown in Figure 8, at step S801, network or advertisement Accessor Access advertisement position can be visited said advertisement position through the form of website or base stations usually;
Then step proceeds to S802; At step S802; The screening advertisement position is being thrown advertisement putting list of schedules a; Usually, said screening is based on the advertising listing that advertisement position need be thrown in real time, and to be that the advertisement carried out through the crowd is directed, the region is directed, orientation is given in visit for change etc. at least is directed confirm in said screening simultaneously;
Then; Step proceeds to S803, at step S803, according to the attribute of advertisement putting list of schedules a setting; Be that attribute is set in advertisement; And period restriction, single threshold limitation, total threshold value or day threshold value are to screening and filter at said initial advertising listing to be put, to form qualified advertisement putting list of schedules b, promptly described advertising listing to be put;
Then step proceeds to S804; At step S804; Carry out the correlation analysis of three dimensions according to the attribute of all the advertisement putting plans among visitor's attribute, advertisement position attribute and the advertising listing b; Predict that this visitor carries out the clicking rate prediction of advertisement for all advertisement putting plans that comprised among the advertising listing b on this advertisement position; Particularly, relevance that can be through the number of times having seen the number of times of advertisement according to visitor's attribute, advertisement position attribute, advertisement attributes, visitor at least or clicked advertisement and advertisement and to the influence degree of advertisement is weight coefficient of above-mentioned every attribute setting; In said clicking rate prediction steps, carry out the clicking rate prediction according to weighted analysis to said every attribute;
Then step proceeds to S805; At step S805, according to the prediction clicking rate information of all advertisement putting plans among the advertising listing b with to the price of people's newspaper of this attribute, i.e. quotation for advertisement; Carry out the mathematical statistics weighted analysis; And calculate the advertisement putting maximum return, and particularly, can be through at least according to clicking rate information of forecasting, advertising expenditure information and other ad related information of advertisement influence degree to ad revenue; For above-mentioned every attribute is set a weight coefficient; In said statistical study step according to the weighted analysis of said every attribute is carried out order ads, simultaneously, according to the ad revenue of clicking rate information of forecasting or this advertisement position of advertising expenditure information calculations of advertisement;
Final step proceeds to S806, according to above-mentioned mathematics weighted analysis result and result of calculation, throws in out the maximum advertisement putting plan of advertisement putting income; Specifically can confirm position, advertisement delivery position, simultaneously according to the ad revenue information of the advertisement position that calculates; To different advertisement content and quantity, can be in same advertisement position or different time sections supply volume and content advertisement all inequality, to reach the maximization of ad revenue; Promptly can multiple ad group merge branch different time sections input different advertisement; Realize different advertisement input strategy, thereby confirmed content, quantity and the position, advertisement delivery position of advertisement delivery, realized the input of advertisement.
In addition; Said method can also comprise step S807 and S808, at step S807, and the input daily record of record advertisement and visitor's access log; Step proceeds to S808; At step S808, according to visitor's visit trajectory analysis visitor's attribute and record, for the renewal of the visitor's in the follow-up advertisement putting attribute information provides data.
For term that occurs in the said method and explanation thereof, can repeat no more at this referring to the corresponding description among the device embodiment.
According to Internet advertising jettison system of the present invention and method; Carry out various dimensions, dynamically clicking rate prediction through rational mathematical statistical model design; And combine comprehensive sort algorithm finally to confirm the advertisement putting scheme, greatly the effect of optimizing advertisements input realizes the maximization of advertising results and ad revenue two aspects; Wherein ad click rate on average promotes 2-3 doubly, and ad revenue on average promotes 1.5 times.
Though specify about example embodiment and advantage thereof, be to be understood that under the situation of the protection domain that does not break away from the qualification of spirit of the present invention and accompanying claims, can carry out various variations, replacement and modification to these embodiment.For other examples, when those of ordinary skill in the art should understand easily in keeping protection domain of the present invention, the order of processing step can change.
In addition, range of application of the present invention is not limited to technology, mechanism, manufacturing, material composition, means, method and the step of the specific embodiment of describing in the instructions.From disclosure of the present invention; To easily understand as those of ordinary skill in the art; For the technology, mechanism, manufacturing, material composition, means, method or the step that have existed or be about to later on develop at present; Wherein they are carried out the corresponding embodiment cardinal principle identical functions of describing with the present invention or obtain identical substantially result, can use them according to the present invention.Therefore, accompanying claims of the present invention is intended to these technology, mechanism, manufacturing, material composition, means, method or step are included in its protection domain.
Claims (16)
1. an Internet advertising jettison system is characterized in that, said system comprises:
Deriving means is used to obtain advertising listing to be put;
The clicking rate prediction unit is used at least the clicking rate of attribute, advertisement position attribute or each advertisement to be put of advertisement attributes prediction according to the visitor;
The advertisement putting device is used for according to the relevant information of described clicking rate prediction unit prediction said advertisement to be put being thrown in.
2. Internet advertising jettison system as claimed in claim 1 wherein also comprises the statistical study device, is used for treating advertisement delivery according to said clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement at least and sorts; Said advertisement putting device is thrown in described advertisement to be put according to said ranking results.
3. Internet advertising jettison system as claimed in claim 2 wherein also comprises the advertisement orienting device, is used at least through the crowd is directed, the region is directed or visit is given orientation for change and carried out the advertisement orientation, to form initial advertising listing to be put.
4. like any described Internet advertising jettison system of claim 1-3; Wherein also comprise the advertisement screening plant; Be used for setting attribute, period restriction, single threshold limitation, total threshold value or day threshold value to screening, to form described advertising listing to be put according to advertisement at least at said initial advertising listing to be put.
5. like any described Internet advertising jettison system of claim 1-4; Wherein said clicking rate prediction unit also comprises the first weight setting device; Be used at least attribute, advertisement position attribute, advertisement attributes, visitor according to the visitor seen the number of times of advertisement or click advertisement number of times and advertisement relevance and to the influence degree of advertisement; Set a weight coefficient for above-mentioned every attribute, said clicking rate prediction unit carries out the clicking rate prediction according to the weighted analysis to said every attribute.
6. like any described Internet advertising jettison system of claim 1-5; Also comprise the second weight setting device in the wherein said statistical study device; Be used at least according to clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement influence degree ad revenue; Set a weight coefficient for above-mentioned every attribute, said statistical study device carries out order ads according to the weighted analysis to said every attribute.
7. like any described Internet advertising jettison system of claim 1-6; Also comprise advertisement position income calculation device in the wherein said statistical study device, be used for ad revenue according to clicking rate information of forecasting or this advertisement position of advertising expenditure information calculations of advertisement.
8. like any described Internet advertising jettison system of claim 1-7, wherein said advertisement putting device comprises that also the advertisement putting strategy confirms device, is used for confirming at least content, quantity and the position, advertisement delivery position of advertisement delivery.
9. an Internet advertising put-on method is characterized in that, said method comprising the steps of:
Obtaining step obtains advertising listing to be put;
The clicking rate prediction steps is at least according to the clicking rate of visitor's attribute, advertisement position attribute or each advertisement to be put of advertisement attributes prediction;
The advertisement putting step is thrown in said advertisement to be put according to the relevant information of described clicking rate prediction unit prediction.
10. Internet advertising put-on method as claimed in claim 9 wherein also comprises the statistical study step, treats advertisement delivery according to said clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement at least and sorts; Described advertisement to be put is thrown in according to said ranking results in said advertisement putting step.
11. like claim 9 or 10 described Internet advertising put-on methods, wherein also comprise the advertisement orientation step, directed through the crowd at least, the region is directed or visit is given orientation for change and carried out the advertisement orientation, to form initial advertising listing to be put.
12. like any described Internet advertising put-on method of claim 9-11; Wherein also comprise advertisement screening step; At least set attribute, period restriction, single threshold limitation, total threshold value or day threshold value to screening, to form described advertising listing to be put according to advertisement at said initial advertising listing to be put.
13. like any described Internet advertising put-on method of claim 9-12; Wherein said clicking rate prediction steps also comprises the first weight setting step; At least seen the number of times of advertisement according to visitor's attribute, advertisement position attribute, advertisement attributes, visitor or click advertisement number of times and advertisement relevance and to the influence degree of advertisement; For above-mentioned every attribute is set a weight coefficient; In said clicking rate prediction steps, carry out the clicking rate prediction according to weighted analysis to said every attribute.
14. like any described Internet advertising put-on method of claim 9-13; Also comprise the second weight setting step in the wherein said statistical study step; At least according to clicking rate information of forecasting, advertising expenditure information or other ad related information of advertisement influence degree to ad revenue; Set a weight coefficient for above-mentioned every attribute, in said statistical study step, carry out order ads according to weighted analysis to said every attribute.
15. like any described Internet advertising put-on method of claim 9-14, also comprise advertisement position income calculation step in the wherein said statistical study step, according to the ad revenue of clicking rate information of forecasting or this advertisement position of advertising expenditure information calculations of advertisement.
16. like any described Internet advertising put-on method of claim 9-15, wherein said advertisement putting step comprises that also the advertisement putting strategy confirms step, confirms content, quantity and the position, advertisement delivery position of advertisement delivery at least.
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| CN2011104479863A CN102592235A (en) | 2011-12-28 | 2011-12-28 | Internet advertisement serving system |
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