CN104636945B - A kind of method and device for realizing DSP advertisement puttings - Google Patents
A kind of method and device for realizing DSP advertisement puttings Download PDFInfo
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- CN104636945B CN104636945B CN201310556796.4A CN201310556796A CN104636945B CN 104636945 B CN104636945 B CN 104636945B CN 201310556796 A CN201310556796 A CN 201310556796A CN 104636945 B CN104636945 B CN 104636945B
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Abstract
This application discloses a kind of method for realizing party in request's platform DSP advertisement puttings, in same DSP architecture, including：Each advertiser establishes independent logic DSP respectively；Typing and each logic DSP corresponding advertisement putting plan informations, and load the rule of bidding of corresponding each logic DSP advertisement putting plan respectively；When there is advertisement putting exposure, each logic DSP rules of being bidded according to corresponding to itself draw corresponding bid information；The bid information drawn is sent in Internet advertising transaction platform by each logic DSP to be carried out dispensing and bids, and advertisement putting is carried out after bidding successfully.Disclosed herein as well is a kind of device corresponding with method.It is designed to realize that Internet advertising transaction platform carries out fully justice to all advertisers and bidded to logic DSP by the method and device of the present invention, advertisement putting fair price is reasonable.
Description
Technical field
The present invention relates to Internet advertising field, espespecially one kind realizes party in request's platform（DSP）The method of advertisement putting and
Device.
Background technology
In Internet advertising industry, party in request's platform（DSP）It is a system, and a kind of online advertisement platform,
It helps advertiser to carry out advertisement putting on the internet.DSP allows advertiser more simply and easily to follow unified bid
And feedback system, the online advertisement of more advertisement transaction platforms is pointed to, buys the advertisement of high quality in real time with reasonable prices
Stock.DSP is merchandised by a unified interface to manage one or more advertisement（Ad Exchange）Account, it is advertisement
Main offer comprehensive service.
At present, the web advertisement exists a kind of based on advertisement exposure progress real time bid（RTB）, and advertisement is shown by victor
Real time bid pattern.The RTB price-bidding model operation programs of standard, it is an internet displaying advertisement Ad Exchange platform
Multiple DSP and media are accessed, is exposed each time for caused on media, inquires each DSP to the exposure in real time
Dispensing is bidded, the DSP to be bidded for participation, and multimedia first determines whether that it plays the broadcasting whether advertisement meets the multimedia platform
It is required that.If for example, a multimedia carries out advertisement broadcasting mainly for public service ads, then the advertisement such as some businessmans promotion is just
The broadcast request of the multimedia platform is not met, then corresponding DSP will not continue to participate in the dispensing of advertisement exposure and bid；Complete
After judgement, initiated in the webpage of advertisement exposure in the 150ms of ad-request, advertisement determined by bid results is shown.
What dsp system was collected by DSP or obtained by other means more in itself can support the data that RTB forms are launched,
These data need to take substantial amounts of memory space and query performance, meanwhile, DSP also connects to each independent Internet user
Contact that the frequency of a certain advertising campaign is recorded, to realize the control that strategy is launched to the user.Generate with hundred million grades of users
Measure as the extremely huge data volume of radix, and inquiry velocity reaches the other high request of Millisecond, therefore, DSP will to its data operation
Ask very high.Domestic consumer is in input network address, into short hundreds of millisecond of the content and advertisement seen on the page, DSP
Need to carry out multiple network round-trips（Round Trip）Information exchange：Ad Exchange first have to bid to each DSP hairs and asked
Ask, inform the attribute that DSP specifically exposes, the web page address URL and classification and user that the size, advertisement position such as material occur
Identification number（Cookie ID）Deng；Each DSP is connected to after bid request decides whether dispensing of bidding within a few tens of milliseconds, and
Determine bid information；Then bid information is sent back to Ad Exchange.If Ad Exchange judge that the DSP has won this
Secondary dispensing is bidded, then the browser for rapidly sending the advertisement of the advertiser representated by the DSP to user in very short time is carried out
Display.If whole process speed is slightly slow, Ad Exchange just will be considered that bid response of the DSP time-out without receiving DSP, extensively
Main advertisement putting is accused also to will be unable to realize.
Because the requirement that the Internet advertising of RTB modes is launched to DSP is very high.Therefore, many middle-size and small-size advertisers or
Client can not participate directly in the flow purchase of the RTB forms of Ad Exchange platforms, can only be more ripe by other
Dsp system carries out dispensing work.But this dispensing advertising has a problem that, each advertiser inside each DSP
After the online custom of research internet surfing user, the advertisement for meeting its economic benefit can be set according to the characteristics of oneself product
Launch plan.For each single item advertisement putting plan, each advertiser is ready that the price of input is often different, is carrying out advertisement
Similar with real bid when dispensing is bidded, advertiser can formulate each advertisement putting plan and bid accordingly rule.When going out
During existing advertisement putting exposure, the rule of bidding that is set by different advertisers, its bid information drawn is different.Mesh
Before, advertisement putting of the advertiser inside DSP is bidded, and generally use first is bidded method（I.e. in a bid process, Suo Youjing
Valency person can provide respective price, and bid highest bidders are won, and are used as knock-down price using highest price）.Assuming that in DSP1
3 advertisers a, b, the c in portion bid to an ad-request simultaneously, and bid is followed successively by 10 points, 20 points, 25 points, then
DSP1 will be considered that advertiser c knock-down price 25 separately wins victory, and advertiser c bid information is sent into Ad Exchange platforms.
And after Ad Exchange platforms receive multiple DSP the first bid results, the advertisement that participation is bidded can be carried out first
Filtering, if all meeting media play requirement, bidded method using second（Refer in second of bid process, it is all to bid
Person can go out a price, and bid highest bidders are won, and final knock-down price is equal to the second high minimum currency list in bid+locality
Position）To determine the person of winning and its bid, it is assumed that advertiser c bid is also highest in Ad Exchange platforms, from another
D bids second are high in one DSP2 advertiser d, e, f, are 7 points（C, d bids are above the lowest price that advertisement position launches setting
Lattice）, then last advertiser c wins, and obtains advertising display chance, and advertiser c End-price is 8 points（Here
Minimum monetary unit is 1 point）, final price is less than advertiser a and b bid, is unjust so for advertiser a and b
Flat, especially this phenomenon is particularly bright when these advertisers want some higher viewers of competition registration
It is aobvious.If advertiser c advertisement is after Ad Exchange platforms are sent to, it is considered to be does not meet rule of bidding, then advertisement
Bidding for main c will be filtered, and the advertiser d in DSP2 will win, and concluded price is except highest price of being bid in remaining DSP adds
Upper and minimum monetary unit.Existing more DSP architectures and price competing method, cause Ad Exchange platforms can not be to all advertisements
Main to carry out bidding for abundant justice, advertisement putting price is not fair and reasonable enough to advertiser.If in addition inside a DSP,
If the advertisement of bid highest advertiser does not meet the multimedia dispensing requirement of exposure advertisement, then the institute inside the DSP
There is advertiser all equivalent to the chance for missing advertisement putting in vain.
In addition, each DSP platform, which corresponds to a set of DSP bottoms, calculates pressure-bearing hardware engine（Hereinafter referred to as DSP engine）, by
Advertiser client inside DSP is limited, and the client for having many times DSP need not carry out advertising campaign on some media
When, then the hardware and bandwidth resources of DSP engine are often what is left unused, cause very big waste.
The content of the invention
In order to solve the above-mentioned technical problem, the invention discloses a kind of method and device for realizing DSP advertisement puttings.Pass through
Logic DSP's is designed to realize that Ad Exchange platforms carry out fully justice to all advertisers and bidded, advertisement putting valency
Lattice are fair and reasonable.
In order to reach the purpose of the application, the present invention provides a kind of method for realizing DSP advertisement puttings, in same DSP framves
In structure, including：
Each advertiser establishes independent logic DSP respectively；
Typing and each logic DSP corresponding advertisement putting plan informations, and the advertisement for loading corresponding each logic DSP is thrown respectively
Put the rule of bidding of plan；
When there is advertisement putting exposure, each logic DSP rules of being bidded according to corresponding to itself draw corresponding bid
Information；
The bid information drawn is sent in Internet advertising transaction platform by each logic DSP to be carried out dispensing and bids, and is bidded
Advertisement putting is carried out after success.
Further, each advertiser establishes independent logic DSP and included respectively：Handed over according to each advertiser in Internet advertising
The identity ID and mark token of easy platform registration establish logic DSP respectively as identification badge information.
Further, this method also includes：The ID that Internet advertising transaction platform according to each logic DSP is registered, to patrolling
The data source of volume DSP advertiser, bid and log information makes a distinction storage caused by launching.
Further, after the bid information drawn is sent to Internet advertising transaction platform by each logic DSP, this method
Also include：
Determine that each logic DSP launches whether the advertisement bidded meets broadcast request, stop not meeting the logic of broadcast request
DSP dispensing is bidded, and terminates this flow；The logic DSP for meeting broadcast request continues executing with the step of dispensing is bidded.
On the other hand, present invention additionally comprises a kind of device for realizing party in request's platform DSP advertisement puttings, in same DSP framves
In structure, including：
With each advertiser corresponding logic unit, including recording module, computing module respectively, and putting module of bidding；
Wherein,
Recording module, for typing advertisement putting plan information corresponding with itself, and load corresponding advertisement putting plan
Bid and rule and export to computing module；
Computing module, when there is advertisement putting exposure, drawn according to the rule of bidding from recording module corresponding competing
Valency information is simultaneously exported to putting module of bidding；
Bid putting module, carry out dispensing for bid information to be sent in Internet advertising transaction platform and bid, it is competing
Advertisement putting is carried out after valency success.
Further, the device also includes：Memory module is distinguished, it is flat in Internet advertising transaction for logically unit
The ID of platform registration, data source to advertiser corresponding to logic unit, bid and log information caused by launching makes a distinction and deposited
Storage.
A kind of method for realizing DSP advertisement puttings that technical scheme provides, in same DSP architecture, including：Respectively
Advertiser establishes independent logic DSP respectively；Typing and each logic DSP corresponding advertisement putting plan informations, and loading respectively
The rule of bidding of corresponding each logic DSP advertisement putting plan；When there is advertisement putting exposure, each logic DSP according to from
Rule of being bidded corresponding to body draws corresponding bid information；The bid information drawn is sent to Internet advertising by each logic DSP
Dispensing is carried out in transaction platform to bid, and advertisement putting is carried out after bidding successfully.It is designed to realize by logic DSP of the present invention
Ad Exchange platforms carry out fully justice to all advertisers and bidded, and advertisement putting fair price is reasonable.
On the other hand, logic DSP identity is used by the present invention（ID）And mark（token）To different advertisers
Bid rule and advertisement putting record etc. carry out classification storage, multiple advertisers is shared in different DSP a set of
DSP engine carries out advertisement putting related work, and by sharing the broadband connections of a set of DSP engine, so as to greatly reduce
DSP hardware and broadband cost.
Brief description of the drawings
Accompanying drawing described herein is used for providing a further understanding of the present invention, forms the part of the application, this hair
Bright schematic description and description is used to explain the present invention, does not form inappropriate limitation of the present invention.In the accompanying drawings：
Fig. 1 is a kind of method flow diagram for realizing DSP advertisement puttings of the present invention；
Fig. 2 is that the specific embodiment of the invention realizes that 6 advertisers carry out the method flow of advertisement putting by logic DSP
Figure；
Fig. 3 is a kind of apparatus structure block diagram for realizing DSP advertisement puttings of the present invention.
Embodiment
Fig. 1 is a kind of method flow diagram for realizing DSP advertisement puttings of the present invention.A kind of as shown in figure 1, DSP advertisement puttings
Method, in same DSP architecture, including：
Step 100, each advertiser establish independent logic DSP respectively.
In this step, the identity ID and mark that are registered according to each advertiser in Internet advertising transaction platform
（token）As identification badge information, logic DSP is established respectively.
Step 101, typing and each logic DSP corresponding advertisement putting plan informations, and load corresponding each logic DSP respectively
Advertisement putting plan rule of bidding.
Step 102, when there is advertisement putting exposure, each logic DSP draws phase according to rule of bidding corresponding with itself
The bid information answered.
Step 103, each logic DSP the bid information drawn is sent in Internet advertising transaction platform launch it is competing
Valency, advertisement putting is carried out after bidding successfully.
After the bid information drawn is sent to Internet advertising transaction platform by each logic DSP, the inventive method is also wrapped
Include：Determine that each logic DSP launches whether the advertisement bidded meets broadcast request, stop not meeting the logic of broadcast request
DSP dispensing is bidded, and terminates this flow；The logic DSP for meeting broadcast request continues executing with the step of dispensing is bidded.
The inventive method also includes：The ID that Internet advertising transaction platform according to each logic DSP is registered, to described
The data source of logic DSP advertiser, bid and log information makes a distinction storage caused by launching.
It should be noted that because all logic DSP are belonged to together in same DSP architecture, therefore all logic DSP are public
With same group of DSP hardware structure and the communication resource.
With reference to specific embodiment, the present invention will be described in detail.
Specific embodiment 1
Fig. 2 is that the specific embodiment of the invention realizes that 6 advertisers carry out the method flow of advertisement putting by logic DSP
Figure, as shown in Fig. 2
Before embodiment explanation is carried out, it is first determined the advertiser in the present embodiment has the throwing for participating in the exposure advertisement
The plan of putting, wherein a, b, c are located in DSP1, and d, e, f are located in DSP2.Certain above-mentioned advertiser enters in Ad Exchange
Transaction of having gone is registered, and possesses the ID and token of each comfortable Ad Exchange registrations.Browsed assuming that exposure advertisement is that A classes are young
Webpage.
Step 200, be DSP1 and DSP2 in a, b, c, d, e, f respectively by advertiser in Internet advertising transaction platform
The ID and token of registration establish each independent logic DSP as identification badge.
Step 201, each logic DSP typings its A class youth browse the dispensing plan information of webpage, and it is wide to load respective A
Dispensing plan is accused to bid accordingly rule.
Step 202, when there is advertisement putting exposure in Internet advertising transaction platform, each logic DSP in DSP1 and DSP2
According to bidding, rule draws bid information.Assuming that a, b, c are larger according to analysis demand to the dispensing of A class youth browsing device net page, because
The bid price that this is drawn by rule of bidding is higher, respectively 11,16,13 points, and opposite d, e, f are exposed due to advertisement putting
Market thinks that effect is general, therefore the bid price drawn by rule of bidding is relatively low, respectively 7,8,9 points（Give tacit consent to report
The minimum requirements quotation that valency is all launched higher than Ad Exchange to A class youth browsing device net page）.
Step 203, each logic DSP bid information is input in Internet advertising transaction platform carries out dispensing and bid,
Advertisement putting is carried out after bidding successfully.Because each logic DSP is not bidded inside DSP1 and DSP2, but pass through this hair
Bright method is bidded using Ad the Exchange ID registered and token the logic DSP determined in Ad Exchange, therefore extensively
Accuse main b and c to rank first with 16 and 13 points of price respectively and the second place, advertiser b is set with second according to release price
High-order price 13 is divided plus minimum unit 1 divides, i.e., 14 separately win A class youth browse the dispensing of webpage, Ad Exchange are by advertiser
B advertisement putting browses webpage in A class youth.
It should be added that each logic DSP by the bid information drawn be sent to Internet advertising transaction platform it
Afterwards, it is thus necessary to determine that each logic DSP launches whether the advertisement bidded meets broadcast request, only meets the logic of broadcast request
DSP can just be allowed to dispensing and bid, so, if advertiser b advertising department meets the advertisement request of multimedia advertising exposure, that
Other advertisers in DSP1 do not interfere with these advertisers participation dispensing and bidded because there is oneself independent logic DSP.
Data source to logic DSP each advertiser, bid and log information caused by launching according to each logic DSP Ad
The ID of Exchange registrations makes a distinction storage.I.e. to advertiser a, b, c, d, e, f logic DSP above- mentioned information according to Ad
The respective registration ID of Exchange make a distinction storage.
The embodiment of the present invention, by DSP1 and DSP2, by logic DSP realize advertiser can carry out it is sufficiently competing
Valency, if used conventional methods, then advertiser b can still obtain advertisement putting, but release price is interior in DSP2
Price 9 after portion bids is divided plus least unit 1 is divided, that is, 10 separately win to obtain advertisement putting, are not for advertiser a and c
Fair.
The bid rule and advertisement putting record etc. of different advertisers are entered as a result of logic DSP ID and token
Row classification storage, multiple advertisers is shared a set of DSP engine in different DSP and carry out advertisement putting related work,
And by sharing the broadband connections of a set of DSP engine, so as to greatly reduce DSP hardware and broadband cost.
Corresponding the inventive method the application also includes device corresponding with method.Fig. 3 is that one kind of the present invention realizes DSP advertisements
The apparatus structure block diagram of dispensing.As shown in figure 3, a kind of device for realizing party in request's platform DSP advertisement puttings, including：
With each advertiser corresponding logic unit, including recording module, computing module respectively, and putting module of bidding；
Wherein,
Recording module, for typing advertisement putting plan information corresponding with itself, and load corresponding advertisement putting plan
Bid and rule and export to computing module；
Computing module, when there is advertisement putting exposure, drawn according to the rule of bidding from recording module corresponding competing
Valency information is simultaneously exported to putting module of bidding；
Bid putting module, carry out dispensing for bid information to be sent in Internet advertising transaction platform and bid, it is competing
Advertisement putting is carried out after valency success.
Apparatus of the present invention also include：Memory module is distinguished, it is flat for being merchandised according to the logic unit in Internet advertising
The ID of platform registration, to the data source of advertiser corresponding to the logic unit, bid and log information progress area caused by launching
Divide storage.
It is described above, it is only the preferred embodiments of the present invention, is not intended to limit the scope of the present invention.For this
Logic DSP method is established in application invention, is not only included with upper type, above example is come pair just for preferred embodiment
The present invention is stated.Its realization rate, it can be replaced using similar method.It is all the spirit and principles in the present invention it
It is interior, any modification, equivalent substitution and improvements done etc., it should be included in the scope of the protection.
Claims (6)
- A kind of 1. method for realizing party in request's platform DSP advertisement puttings, it is characterised in that in same DSP architecture, including：Each advertiser establishes independent logic DSP respectively；Typing and each logic DSP corresponding advertisement putting plan informations, and load corresponding each logic DSP advertisement putting meter respectively The rule of bidding drawn；When there is advertisement putting exposure, each logic DSP rules of being bidded according to corresponding to itself draw corresponding bid information；The bid information drawn is sent in Internet advertising transaction platform by each logic DSP to be carried out dispensing and bids, success of bidding After carry out advertisement putting.
- 2. according to the method for claim 1, it is characterised in that each advertiser establishes independent logic DSP bags respectively Include：The identity ID and mark token registered according to each advertiser in Internet advertising transaction platform is as identification mark Will information, logic DSP is established respectively.
- 3. according to the method for claim 2, it is characterised in that this method also includes：According to the interconnection of each logic DSP The ID of net advertisement transaction platform registration, data source to the advertiser of the logic DSP, bid and log information caused by launching Make a distinction storage.
- 4. according to the method for claim 1, it is characterised in that the bid information drawn is sent to by each logic DSP After Internet advertising transaction platform, this method also includes：Determine that each logic DSP launches whether the advertisement bidded meets broadcast request, stop not meeting the logic of broadcast request DSP dispensing is bidded, and terminates this flow；The logic DSP for meeting broadcast request continues executing with the step of dispensing is bidded.
- A kind of 5. device for realizing party in request's platform DSP advertisement puttings, it is characterised in that in same DSP architecture, including：With each advertiser corresponding logic unit, including recording module, computing module respectively, and putting module of bidding；Wherein,Recording module, for typing advertisement putting plan information corresponding with itself, and load the competing of corresponding advertisement putting plan Valency rule is simultaneously exported to computing module；Computing module, when there is advertisement putting exposure, corresponding letter of bidding is drawn according to the rule of bidding from recording module Cease and export to putting module of bidding；Bid putting module, carry out dispensing for bid information to be sent in Internet advertising transaction platform and bid, bid into Advertisement putting is carried out after work(.
- 6. device according to claim 5, it is characterised in that the device also includes：Memory module is distinguished, for according to institute The ID that logic unit is registered in Internet advertising transaction platform is stated, to the data source of advertiser corresponding to the logic unit, competing Log information caused by valency and dispensing makes a distinction storage.
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| CN106875229A (en) * | 2017-03-03 | 2017-06-20 | 加和（北京）信息科技有限公司 | A kind of method of advertisement putting, apparatus and system |
| CN108985810B (en) * | 2017-06-02 | 2022-03-04 | 北京京东尚科信息技术有限公司 | Method and device for advertising on demand side platform |
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