CN104679849A - Media directional delivery method and system - Google Patents
Media directional delivery method and system Download PDFInfo
- Publication number
- CN104679849A CN104679849A CN201510080196.4A CN201510080196A CN104679849A CN 104679849 A CN104679849 A CN 104679849A CN 201510080196 A CN201510080196 A CN 201510080196A CN 104679849 A CN104679849 A CN 104679849A
- Authority
- CN
- China
- Prior art keywords
- advertisement
- media
- host
- keyword
- match
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Pending
Links
Landscapes
- Management, Administration, Business Operations System, And Electronic Commerce (AREA)
- Information Transfer Between Computers (AREA)
Abstract
The invention provides a media directional delivery method and system. The method comprises the steps of mixing user search keywords within a set time period with hosts and performing ordering by time, wherein the user search keywords which are the closest to the current time are put at the front; judging whether the keywords or hosts can match advertisements in a preset user mapping database or not one by one; if so, selectively delivering the advertisements according to advertisement types; if there are no CPM advertisements and CPC advertisements, preferably selecting CPM advertisements and taking advertisement bid prices; if there are only CPM advertisements, selecting corresponding advertisements according to priority; if there are only CPC advertisements, calculating the advertisement bid prices and taking the advertisement at the highest bid price. The media directional delivery method and system provided by the invention has the advantages that since RTB is applied to the advertisement delivery field, the advertisement delivery effect can be better realized and the economic benefits of advertisers and electronic commerce businessmen are improved.
Description
Technical field
The invention belongs to communication technical field, particularly the directed put-on method of a kind of media and system.
Background technology
The directed input technology of media is more and more subject to the attention of advertiser and electric business in recent years.Generally, for accurate advertisement is thrown in, advertiser and DSP (party in request's platform) pay close attention to the effect of advertisement putting.
RTB:(RealTime Bidding) real time bid is for each user, a kind of third party technology that utilizes shows that the technology of bidding assessed and bid is carried out in behavior on millions of websites.To throw in the frequency different from making a big purchase in large quantities, and real time bid has been evaded invalid audient and arrived, and only buys for significant user.Its core is DSP platform (party in request's platform), and RTB, for media, can bring the expenditure of more advertisement sales volume, enforcement sale process automation and attenuating general expenses.And for advertiser and agency, the most direct benefit improves effect and rate of return on investment exactly.Be exactly briefly that we just directly throw according to crowd on the internet, in fact just as you can buy crux word, people can be bought in fact in internet, because originally people computer on internet, in fact can accomplish personalized propagation.The appearance of RTB is exactly that Internet advertising enters crowd's real time bid epoch from the advertisement position epoch.
Therefore, how for RTB mode, the directed put-on method of rational media and device are set, become the problem that technician needs to consider.
Summary of the invention
Technical matters to be solved by this invention is to provide the directed put-on method of a kind of media and system, RTB is played a role in the directed input field of media, reaches better advertisement delivery effect.
In order to solve the problems of the technologies described above, the invention provides the directed put-on method of a kind of media, comprising:
By the user search keyword in setting-up time section and host mixing according to time sequence, apart from current time nearest front;
Judge whether described keyword or host can match advertisement in the user's mapping library pre-set one by one, if can advertisement be matched, then carry out selection according to adline and throw in;
If existing CPM advertisement, has again CPC advertisement, then preferably CPM advertisement, gets advertisement bidding price; If only have CPM advertisement, then according to priority select respective advertisement; If only have CPC advertisement, then calculate advertisement bidding price, get the advertisement that bid price is the highest.
In order to solve the problems of the technologies described above, present invention also offers the directed jettison system of a kind of media, comprising:
Memory module, for by the user search keyword in setting-up time section and host mixing according to time sequence, apart from current time nearest front;
Putting module, for judging whether described keyword or host can match advertisement in the user's mapping library pre-set one by one, if can match advertisement, then carries out selection according to adline and throws in;
If existing CPM advertisement, has again CPC advertisement, then preferably CPM advertisement, gets advertisement bidding price; If only have CPM advertisement, then according to priority select respective advertisement; If only have CPC advertisement, then calculate advertisement bidding price, get the advertisement that bid price is the highest.
The directed put-on method of media provided by the invention and system, apply to advertisement putting field, better can realize advertisement delivery effect, improve the economic benefit of advertiser and electric business by RTB.Keyword represents the subjective search intention of user, through statistics, within half an hour, advertisement delivery effect carried out to it best, described setting-up time section is set to half an hour by the present invention, thus accomplish namely to search namely to throw, a second order reaction is carried out to the strong interest of user, the effect of advertisement putting can be improved.
Accompanying drawing explanation
Fig. 1 is the advertisement placement method process flow diagram of the embodiment of the present invention.
Fig. 2 is the advertisement delivery system structural representation of the embodiment of the present invention.
Embodiment
Below in conjunction with the accompanying drawing in the embodiment of the present invention, be clearly and completely described the technical scheme in the embodiment of the present invention, obviously, described embodiment is only the present invention's part embodiment, instead of whole embodiments.Based on the embodiment in the present invention, those of ordinary skill in the art, not making the every other embodiment obtained under creative work prerequisite, belong to the scope of protection of the invention.
Main thought of the present invention is that RTB is applied to advertisement putting field, the keyword searched for recently by user and the host (domain name) browsed throw in advertisement, realize search to be more accurately redirected and to browse redirected (competing product are redirected), by arranging more reasonably RTB strategy, improve advertisement delivery effect.
Introduce in the present invention two terms needing to use below, CPM and CPC.CPM (Cost Per Mille, or Cost Per Thousand; Cost Per Impressions Cost Per Mille).Online advertisement most scientific way of charging is that your advertisement is charged according to there being how many people to see.The convention of the web advertisement has been become by access person-time charge.CPM refers in advertisement release process, hear or see certain advertisement each share how many advertising costs for each person.This pricing mode of the many employings of traditional media.In online advertisement, CPM depends on " impression " yardstick, the eyes being generally understood as a people watch the number of times of an advertisement attentively within one period of regular time.Such as the unit price of an ad banner is 1 yuan/CPM, mean that each thousand person-times are seen that the words of this Ban-ner just receive 1 yuan, so analogize, 10, the homepage of 000 person-time of access is exactly 10 yuan.Charge as every CPM is how many actually, will divide scale of price, take nontraffic sensitive according to the popular degree (namely browsing number) with homepage.International practice is that every CPM charges from 5 dollars to 200 dollars not etc.
CPC advertisement is modal a kind of advertisement form in network, and it is the abbreviation of English word Cost Per Click, and the meaning is exactly each pay-per-click advertisement, and click the CPC advertisement on some websites as user after, the head of a station at this station will obtain corresponding income.Open door or the frequent resilience of shopping website out advertisement once at you, often see the advertisement of this similar QQ message.A kind of form of CPC advertisement that Here it is in fact
With reference to shown in Fig. 1, it is the advertisement placement method process flow diagram of the embodiment of the present invention.Described method comprises:
101, by the user search keyword in setting-up time section and host mixing according to time sequence, apart from current time nearest front;
102, K=1 is set; , judge whether a kth keyword or host can match advertisement, if match, then perform step 103; If can not match, then make k=k+1, carry out next round coupling;
103, if existing CPM (Cost Per Mille) advertisement, have again CPC (often clicking cost) advertisement, then preferably CPM advertisement, gets bid price; If only have CPM advertisement, then according to priority select respective advertisement; If only have CPC advertisement, calculate bid price, get the advertisement that bid price is the highest; Perform step 104;
Can mate all keywords and host like this, as long as average coupling 1/2nd, for real time bid, it is very important for saving time on the wire.
104, judge whether bid price is greater than media bottom price, is, performs step 105, otherwise make K=K+1, perform step 102;
105, response, returns the advertisement and bid price that participate in bidding, terminates to transaction platform.
In a preferred embodiment of the invention, the section of setting-up time described in step 101 is half an hour.Keyword represents the subjective search intention of user, through statistics, carries out advertisement delivery effect best within half an hour to it, and accomplishes namely to search and namely throw, and carrying out a second order reaction to the strong interest of user, is very significant to the meaning of advertisement putting.
It is pointed out that DMP in the present invention (data management platform) will write aiming at day in iCache (instruction buffer) of keyword and the host matched in real time.
With reference to shown in Fig. 2, it is the advertisement delivery system structural representation of the embodiment of the present invention.Described system comprises:
Memory module 201, for by the user search keyword in setting-up time section and host mixing according to time sequence, apart from current time nearest front;
Putting module 202, for judging whether described keyword or host can match advertisement one by one, if can match advertisement, then carries out selection according to adline and throws in;
If existing CPM advertisement, has again CPC advertisement, then preferably CPM advertisement, gets advertisement bidding price; If only have CPM advertisement, then according to priority select respective advertisement; If only have CPC advertisement, then calculate advertisement bidding price, get the advertisement that bid price is the highest.
In a preferred embodiment of the invention, described memory module 201, for storing the user search keyword and host that described setting-up time section is half an hour.
In a preferred embodiment of the invention, described putting module 202, for arranging K=1; Judge whether a kth keyword or host can match advertisement, if can not mate, then make K=K+1, rejudge a kth keyword or whether host can match advertisement.
Described putting module 202, is further used for when matching advertisement, then judge whether the bid price of the advertisement selected is greater than media bottom price, is reply, terminate; Otherwise make K=K+1, rejudge a kth keyword or whether host can match advertisement.
In a preferred embodiment of the invention, described memory module 201, the keyword matched by DMP real time record and aiming in instruction buffer the day of host.
In short, DSP is by searching the user's mapping library set up in advance, user is converted to the user that DSP platform can identify, then all informixs received from switching plane or media are calculated, filter out applicable advertisement and the best bid of advertisement, then advertisement ID, material address, jump address, size, type etc. are returned to platform and media.
DMP is used for for whole price-bidding model provides the audience data bought in real time.In RTB (RealTime Bidding) real time bid field, compared to party in request platform DSP, supplier's platform SSP, DMP also plays key player wherein.Because do not have DMP just cannot real-time judge target audience and single audient's price, more real time bid cannot be referred to.Buy platform (DSP platform) by audient to advertise and throw in, it can before and after advertisement execution, with very intuitively, visual form, to be shown throw in overall process by various dimension to advertiser and agency.
Switching plane or media send request to DSP platform by the agreement of standard, the information of usually carrying has the context keyword of media name, media categories, page URL (URL(uniform resource locator)), the page, the lowest price of media setting and most important information, i.e. user Cookie.DSP is by searching the user's mapping library set up in advance, user is converted to the user that DSP platform can identify, then all informixs received from switching plane or media are calculated, filter out applicable advertisement and the best bid of advertisement, then advertisement ID, material address, jump address, size, type etc. are returned to platform and media.When bidding successfully, platform will send successful information to DSP platform.The environmental data that in real time bid, the whole audient of relating to buys all needs DMP bottom to provide.
The present invention is when specific implementation, by binding keyword or binding host, can mate according to keyword or host sequencing, needing which marks is keyword, which is host, if first keyword or host can find suitable advertising aggregator, from this set, a most suitable advertisement is selected to throw in.
RTB is applied to advertisement putting field by the present invention, the keyword searched for recently by user and the host browsed throw in advertisement, can mate all keywords and host like this, as long as average coupling 1/2nd, for real time bid, it is very important for saving time on the wire.The present invention realizes search more accurately and is redirected and browses redirected (competing product are redirected), by arranging more reasonably RTB strategy, improves advertisement delivery effect.
Above-described embodiment; object of the present invention, technical scheme and beneficial effect are further described; be understood that; the foregoing is only the specific embodiment of the present invention; the protection domain be not intended to limit the present invention; within the spirit and principles in the present invention all, any amendment made, equivalent replacement, improvement etc., all should be included within protection scope of the present invention.
Claims (10)
1. the directed put-on method of media, is characterized in that, comprising:
By the user search keyword in setting-up time section and host mixing according to time sequence, apart from current time nearest front;
Judge whether described keyword or host can match advertisement in the user's mapping library pre-set one by one, if can advertisement be matched, then carry out selection according to adline and throw in; DSP in advance to have set up by searching
If existing CPM advertisement, has again CPC advertisement, then preferably CPM advertisement, gets advertisement bidding price; If only have CPM advertisement, then according to priority select respective advertisement; If only have CPC advertisement, then calculate advertisement bidding price, get the advertisement that bid price is the highest.
2. the directed put-on method of media as claimed in claim 1, is characterized in that,
Described setting-up time section is half an hour.
3. the directed put-on method of media as claimed in claim 1, is characterized in that, describedly judges whether keyword or host can match advertisement, comprising one by one:
K=1 is set; Judge whether a kth keyword or host can match advertisement; When can not advertisement be matched, then make K=K+1, re-execute and judge whether a kth keyword or host can match the step of advertisement.
4. the directed put-on method of media as claimed in claim 3, it is characterized in that, described method is further comprising the steps of:
When can advertisement be matched, then judge whether the bid price of the advertisement selected is greater than media bottom price, is reply, terminate; Otherwise make K=K+1, re-execute and judge whether a kth keyword or host can match the step of advertisement.
5. the directed put-on method of media as claimed in claim 1, it is characterized in that, the day of the keyword that DMP real time record matches and host aims in instruction buffer.
6. the directed jettison system of media, is characterized in that, comprising:
Memory module, for by the user search keyword in setting-up time section and host mixing according to time sequence, apart from current time nearest front;
Putting module, for judging whether described keyword or host can match advertisement in the user's mapping library pre-set one by one, if can match advertisement, then carries out selection according to adline and throws in;
If existing CPM advertisement, has again CPC advertisement, then preferably CPM advertisement, gets advertisement bidding price; If only have CPM advertisement, then according to priority select respective advertisement; If only have CPC advertisement, then calculate advertisement bidding price, get the advertisement that bid price is the highest.
7. the directed jettison system of media as claimed in claim 6, is characterized in that,
Described memory module, for storing the user search keyword and host that described setting-up time section is half an hour.
8. the directed jettison system of media as claimed in claim 6, is characterized in that,
Described putting module, for arranging K=1; Judge whether a kth keyword or host can match advertisement, if can not mate, then make K=K+1, rejudge a kth keyword or whether host can match advertisement.
9. the directed jettison system of media as claimed in claim 6, is characterized in that,
Described putting module, is further used for when matching advertisement, then judge whether the bid price of the advertisement selected is greater than media bottom price, is reply, terminate; Otherwise make K=K+1, rejudge a kth keyword or whether host can match advertisement.
10. the directed jettison system of media as claimed in claim 6, is characterized in that, described memory module, the keyword matched by DMP real time record and aiming in instruction buffer the day of host.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201510080196.4A CN104679849A (en) | 2015-02-13 | 2015-02-13 | Media directional delivery method and system |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201510080196.4A CN104679849A (en) | 2015-02-13 | 2015-02-13 | Media directional delivery method and system |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| CN104679849A true CN104679849A (en) | 2015-06-03 |
Family
ID=53314891
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN201510080196.4A Pending CN104679849A (en) | 2015-02-13 | 2015-02-13 | Media directional delivery method and system |
Country Status (1)
| Country | Link |
|---|---|
| CN (1) | CN104679849A (en) |
Cited By (8)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN106447392A (en) * | 2016-09-19 | 2017-02-22 | 东莞市东信网络技术有限公司 | RTB (real-time bidding) advertisement based intelligent bidding power flow tracing algorithm |
| CN106779844A (en) * | 2016-12-15 | 2017-05-31 | 北京金山安全软件有限公司 | Method and device for acquiring value added service information and electronic equipment |
| CN107426220A (en) * | 2017-07-28 | 2017-12-01 | 浙江每日互动网络科技股份有限公司 | A kind of method that accurate information is launched |
| CN107481040A (en) * | 2017-07-27 | 2017-12-15 | 天脉聚源（北京）科技有限公司 | A kind of advertisement placement method and device |
| CN107688972A (en) * | 2017-09-05 | 2018-02-13 | 北京奇艺世纪科技有限公司 | A kind of put-on method and system of PDB publicity orders |
| CN109993554A (en) * | 2017-12-29 | 2019-07-09 | 富泰华工业（深圳）有限公司 | Advertisement pushing device, advertisement sending method and computer storage medium |
| CN111369298A (en) * | 2020-03-09 | 2020-07-03 | 成都欧魅时尚科技有限责任公司 | Method for automatically adjusting advertisement budget based on Internet hotspot event |
| CN113205375A (en) * | 2021-05-31 | 2021-08-03 | 上海苍苔信息技术有限公司 | Advertisement delivery system and method for automatically selecting platform according to advertiser purpose |
Citations (2)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN101398926A (en) * | 2008-09-01 | 2009-04-01 | 腾讯科技（深圳）有限公司 | Advertisement bidding and playing method and system based on directional delivery |
| CN103491146A (en) * | 2013-09-10 | 2014-01-01 | 百川通联（北京）网络技术有限公司 | Method, device and system for releasing network information |
-
2015
- 2015-02-13 CN CN201510080196.4A patent/CN104679849A/en active Pending
Patent Citations (2)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN101398926A (en) * | 2008-09-01 | 2009-04-01 | 腾讯科技（深圳）有限公司 | Advertisement bidding and playing method and system based on directional delivery |
| CN103491146A (en) * | 2013-09-10 | 2014-01-01 | 百川通联（北京）网络技术有限公司 | Method, device and system for releasing network information |
Non-Patent Citations (1)
| Title |
|---|
| 余小雨: "传漾SameData：从网络广告透视大数据商业密码", 《互联网周刊》 * |
Cited By (11)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN106447392A (en) * | 2016-09-19 | 2017-02-22 | 东莞市东信网络技术有限公司 | RTB (real-time bidding) advertisement based intelligent bidding power flow tracing algorithm |
| CN106779844A (en) * | 2016-12-15 | 2017-05-31 | 北京金山安全软件有限公司 | Method and device for acquiring value added service information and electronic equipment |
| CN106779844B (en) * | 2016-12-15 | 2020-12-29 | 北京金山安全软件有限公司 | Method and device for acquiring value added service information and electronic equipment |
| CN107481040A (en) * | 2017-07-27 | 2017-12-15 | 天脉聚源（北京）科技有限公司 | A kind of advertisement placement method and device |
| CN107426220A (en) * | 2017-07-28 | 2017-12-01 | 浙江每日互动网络科技股份有限公司 | A kind of method that accurate information is launched |
| CN107426220B (en) * | 2017-07-28 | 2019-08-20 | 浙江每日互动网络科技股份有限公司 | A kind of method that accurate information is launched |
| CN107688972A (en) * | 2017-09-05 | 2018-02-13 | 北京奇艺世纪科技有限公司 | A kind of put-on method and system of PDB publicity orders |
| CN107688972B (en) * | 2017-09-05 | 2021-05-04 | 北京奇艺世纪科技有限公司 | PDB advertisement order putting method and system |
| CN109993554A (en) * | 2017-12-29 | 2019-07-09 | 富泰华工业（深圳）有限公司 | Advertisement pushing device, advertisement sending method and computer storage medium |
| CN111369298A (en) * | 2020-03-09 | 2020-07-03 | 成都欧魅时尚科技有限责任公司 | Method for automatically adjusting advertisement budget based on Internet hotspot event |
| CN113205375A (en) * | 2021-05-31 | 2021-08-03 | 上海苍苔信息技术有限公司 | Advertisement delivery system and method for automatically selecting platform according to advertiser purpose |
Similar Documents
| Publication | Publication Date | Title |
|---|---|---|
| CN104679849A (en) | Media directional delivery method and system | |
| US8117050B2 (en) | Advertiser monetization modeling | |
| CN104657879A (en) | User engagement-based contextually-dependent automated pricing for non-guaranteed delivery | |
| CN107578287B (en) | Frequency control method and device for advertisement putting | |
| US20090106099A1 (en) | Personal targeted advertising | |
| US20150324836A1 (en) | Method and server for managing advertisements | |
| US20100114704A1 (en) | System and method for brand affinity content distribution and optimization | |
| CN111861563B (en) | Advertisement request processing method for digital marketing | |
| JP2022188823A (en) | Information processing system, information processing method, and information processing program | |
| KR20110137513A (en) | Method and system for billing of online advertisement | |
| US8725572B1 (en) | Electronic advertising arbitrage | |
| US20130066712A1 (en) | Method and system for serving advertisements based on visibility of ad-frames | |
| US20090157494A1 (en) | Scalable audit-based protocol for pay-per-action ads | |
| CN111861564B (en) | Digital advertisement transaction system | |
| CN110770777B (en) | Advertisement exposure rate adjusting device and method based on real-time bidding | |
| US10290024B2 (en) | Device for providing keyword advertising, method for providing such keyword advertising, and recording medium on which is recorded a program for executing same | |
| CN108022115A (en) | Information processing method, device and equipment | |
| KR20100135583A (en) | Internet advertisement pricing system and method | |
| CN109934602A (en) | A kind of flow matches method, device and equipment | |
| Tanasic | Development of internet advertising | |
| KR100871317B1 (en) | An advertisement status supply method | |
| KR20100067884A (en) | Method and system for keyword search advertisement | |
| KR20170033624A (en) | Method and system for advertising by using open market for advertisement | |
| Hoppner et al. | The Role of Data for Competition in Digital Advertising | |
| WO2015171567A1 (en) | Crediting ecommerce entities for conversions |
Legal Events
| Date | Code | Title | Description |
|---|---|---|---|
| C06 | Publication | ||
| PB01 | Publication | ||
| C10 | Entry into substantive examination | ||
| SE01 | Entry into force of request for substantive examination | ||
| RJ01 | Rejection of invention patent application after publication | ||
| RJ01 | Rejection of invention patent application after publication |
Application publication date: 20150603 |