CN104700288A - Internet advertising method and device - Google Patents
Internet advertising method and device Download PDFInfo
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- CN104700288A CN104700288A CN201510091428.6A CN201510091428A CN104700288A CN 104700288 A CN104700288 A CN 104700288A CN 201510091428 A CN201510091428 A CN 201510091428A CN 104700288 A CN104700288 A CN 104700288A
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Abstract
The invention discloses an internet advertising method. The method comprises the following steps: when an advertisement position adjustment period of a target advertisement is reached, acquiring demand information of the target advertisement on an advertisement position, wherein the demand information comprises the business type of the target advertisement and an expected exhibition effect; acquiring the advertisement positions which meet the requirement of the business type from an advertisement position supply platform; determining the target advertisement position from the advertisement positions which meet the requirement of the business type according to the exhibition effect of each advertisement position which meets the requirement of the business type and the expected exhibition effect of the target advertisement, and putting the target advertisement on the target advertisement position. Correspondingly, the invention also discloses an internet advertising device. By using the method and the device, the advertisement position corresponding to the advertisement can be dynamically adjusted, so the expected exhibition effect is realized by each advertisement, and the operation of an advertisement position demand side can be reduced.
Description
Technical field
The present invention relates to Internet advertising and throw in technical field, particularly relate to the method and apparatus that a kind of Internet advertising is thrown in.
Background technology
The internet content of showing day by day abundant, embrace a wide spectrum of ideas, attracted increasing concern, and internet self also develops into an important advertisement launching platform gradually.As internet sites the most directly revenue source, advertisement plays very important role in the evolution of internet always, and this is the most effective profit model in internet, is still the driving source of each large Internet firm development so far.
At present, from the angle of advertisement position party in request, in order to the expection bandwagon effect reaching advertisement (can click this advertisement 100 times in one day, or the commodity 20 parts that this advertisement can be bought in a day etc.), first, advertisement position party in request needs a large amount of manpower of cost search and compete suitable advertisement position; Secondly, advertisement position party in request compete certain/a little advertisement position, normally one shows this advertisement straight through this advertisement position, but the bandwagon effect of advertisement position may change along with the change of the browse state of current web page, and this may cause the expection bandwagon effect that can not reach this advertisement in official hour completely.
Summary of the invention
The method and apparatus that the embodiment of the present invention provides a kind of Internet advertising to throw in, can adjust advertisement position corresponding to advertisement dynamically, and can reduce the operation of advertisement position party in request.
The invention provides a kind of method that Internet advertising is thrown in, comprising:
When reaching the advertisement position adjustment cycle of targeted advertisements, obtain the demand information of described targeted advertisements to advertisement position, described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements;
The advertisement position meeting described type of service is obtained from advertisement position supply system;
According to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine targeted advertisements position, and throw in described targeted advertisements on described targeted advertisements position.
Correspondingly, present invention also offers the device that a kind of Internet advertising is thrown in, comprising:
Demand information acquisition module, for when reaching the advertisement position adjustment cycle of targeted advertisements, obtains the demand information of described targeted advertisements to advertisement position, and described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements;
First screening module, for obtaining the advertisement position meeting described type of service from advertisement position supply system;
Second screening module, for according to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine targeted advertisements position;
Advertisement putting module, for throwing in described targeted advertisements on described targeted advertisements position.
Real-time the present invention, has following beneficial effect:
When reaching the advertisement position adjustment cycle of targeted advertisements, the demand information of described targeted advertisements to advertisement position can be obtained, described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements, the bandwagon effect of the advertisement position of described type of service and the expection bandwagon effect of described targeted advertisements is met again according to each, described meet in the advertisement position of described type of service determine targeted advertisements position, achieve the advertisement position that dynamic adjustment advertisement is corresponding, make the bandwagon effect of each advertisement reality and the bandwagon effect of expection closer to, and decrease the operation of advertisement position party in request.
Accompanying drawing explanation
In order to be illustrated more clearly in the technical scheme in the embodiment of the present invention, be briefly described to the accompanying drawing used required in embodiment below, apparently, accompanying drawing in the following describes is some embodiments of the present invention, for those of ordinary skill in the art, under the prerequisite not paying creative work, other accompanying drawing can also be obtained according to these accompanying drawings.
Fig. 1 is the method flow schematic diagram of a kind of Internet advertising input that the embodiment of the present invention provides;
Fig. 2 is the method flow schematic diagram of the another kind of Internet advertising input that the embodiment of the present invention provides;
Fig. 3 is the structural representation of the device of a kind of Internet advertising input that the embodiment of the present invention provides;
Fig. 4 is the structural representation of the device of the another kind of Internet advertising input that the embodiment of the present invention provides.
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 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.
Refer to Fig. 1, Fig. 1 is the method flow schematic diagram of a kind of Internet advertising input that the embodiment of the present invention provides.The method that the Internet advertising that the embodiment of the present invention provides is thrown in can be implemented on Advertisement Server, and this Advertisement Server can receive the demand information of advertisement position party in request to advertisement position, and advertisement position supplier is to the information provision of advertisement position.The method flow that Internet advertising as shown in Figure 1 in the present embodiment is thrown in can comprise:
S11, when reaching the advertisement position adjustment cycle of targeted advertisements, obtains the demand information of described targeted advertisements to advertisement position, and described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements.
The supvr of Advertisement Server can arrange advertisement position adjustment cycle (as 1 day, 2 days or 3 days etc.), when reaching this advertisement position adjustment cycle, then obtain targeted advertisements to the demand information of advertisement position, by the advertisement position that each advertisement position adjustment cycle dynamic conditioning targeted advertisements is corresponding, make the bandwagon effect of targeted advertisements reality and the bandwagon effect of expection closer to.
Wherein, Advertisement Server can store the demand information of multiple advertisement position, a kind of optional embodiment, and Advertisement Server according to the sequencing of the time of reception of each demand information, can be followed successively by corresponding advertising matches and go out suitable advertisement position; Another kind of optional embodiment, Advertisement Server can according to the type of service of advertisement, the demand information of advertisement is classified, for the advertisement of miscellaneous service type, the height sequencing can bidded according to it, be followed successively by each advertising matches and go out suitable advertisement position, wherein, the sequencing the present invention between different service types does not limit;
This demand information can comprise the type of service of targeted advertisements and the expection bandwagon effect of described targeted advertisements; The type of service of described targeted advertisements can comprise any one or combination in picture, plain text, image, Voice & Video;
Wherein, the expection bandwagon effect of described targeted advertisements can be current described advertisement position adjustment cycle to the number of clicks of described targeted advertisements, as in 1 day to the click 100 times of targeted advertisements;
A kind of optional embodiment, demand information can also comprise shows that total duration is to the number of clicks of targeted advertisements, the total duration of this displaying is greater than this advertisement position adjustment cycle, the total duration of this displaying is the displaying requirement of advertisement position party in request to targeted advertisements, Advertisement Server first can according to displaying duration and advertisement position adjustment cycle, determine targeted advertisements impressions, again according to showing that total duration is to the number of clicks of targeted advertisements and this impressions, determine that each advertisement position adjustment cycle is to the number of clicks of targeted advertisements, and then determine that Current ad position adjustment cycle is to the number of clicks of targeted advertisements, suppose, show that total duration is 7 days, advertisement position adjustment cycle is 1 day, then impressions is 7 times, if show that total duration is 7000 times to the number of clicks of targeted advertisements, then each input cycle is 1000 times to the number of clicks of targeted advertisements, that is, Current ad position adjustment cycle is 1000 times to the number of clicks of targeted advertisements,
Another kind of optional embodiment, demand information can also comprise shows that total duration is to the number of clicks of targeted advertisements, and shown the number of clicks of duration to targeted advertisements, Advertisement Server first can according to the total duration of displaying to the number of clicks of targeted advertisements with shown the number of clicks of duration to targeted advertisements, determine that residue shows that duration is to the number of clicks of targeted advertisements, again according to showing total duration and having shown that duration and advertisement position adjustment cycle are determined to remain impressions, duration is shown to the number of clicks determination Current ad position adjustment cycle of targeted advertisements to the number of clicks of targeted advertisements according to residue impressions and residue, suppose, show that total duration is 7 days, show that duration is 5 days, show that total duration is 7000 times to the number of clicks of targeted advertisements, show the number of clicks 3000 time of duration to targeted advertisements, advertisement position adjustment cycle is 1 day, then Current ad position adjustment cycle is 2000 times to the number of clicks of targeted advertisements,
It should be noted that, the expection bandwagon effect of Current ad position adjustment cycle targeted advertisements includes but are not limited to Current ad position adjustment cycle to the number of clicks of targeted advertisements, can also be the purchase number of times of Current ad position adjustment cycle to the commodity of targeted advertisements, as in 1 day to the commodity purchasing of targeted advertisements 50 times; Current ad position adjustment cycle can also be comprised to concern index of targeted advertisements etc., the present invention can not be limited with this.
Further, demand information can also comprise business qualification (as excellent middle difference etc.), the advertisement position buying situation and/or payment credibility etc. of advertisement position party in request, and can increase and decrease according to the actual requirements, the present invention does not limit;
S12, obtains the advertisement position meeting described type of service from advertisement position supply system.
Particularly, when getting the demand information of targeted advertisements to advertisement position, the advertisement position that meet described type of service can be obtained from advertisement position supply system, such as, targeted advertisements is audio frequency and video, and Advertisement Server then filters out the advertisement position of applicable audio-video document from advertisement position supply system;
When Advertisement Server receives the information provision of the advertisement position that advertisement position supplier provides, the advertisement position received directly can be published to advertisement position supplier by Advertisement Server;
Further alternatively, information provision can comprise type of service and the lowest bid of advertisement position, when Advertisement Server receives the information provision of the advertisement position that advertisement position supplier provides, can first according to the reference price of corresponding type of service and the bandwagon effect of advertisement position, determine the appraise price of this advertisement position, if this appraise price is more than or equal to the lowest bid of this advertisement position, just this advertisement position is published to advertisement position supply system;
Particularly, described bandwagon effect can be included in the number of visits in an advertisement position adjustment cycle, concern index and/or number of clicks, for number of visits, Advertisement Server can arrange the form of number of visits and multiplier in advance, as shown in table 1, number of visits according to advertisement position place webpage obtains corresponding multiplier, again the multiplier acquired is multiplied with reference price, multiplied result is then the appraise price of described advertisement position, such as, the type of service of advertisement position A is picture, the reference price of picture is often click one time 1 (unit), the number of visits of advertisement position A place webpage is 500, Advertisement Server is then 1.1 to the appraise price of advertisement position A, if, the appraise price of advertisement position A is more than or equal to the lowest bid of advertisement position A, advertisement position A is then published to ad serving platform by Advertisement Server, it is pointed out that the corresponding relation of number of visits and multiplier and the occurrence of multiplier can adjust according to the actual requirements, the present invention can not be limited with table 1,
Table 1
| Number of visits | Multiplier |
| 0～100 | 0.5 |
| 101～200 | 0.8 |
| 201～400 | 1 |
| 401～800 | 1.1 |
| More than 801 | 1.3 |
Bandwagon effect is for number of clicks, Advertisement Server can add up the click total degree that each meets the advertisement position of described type of service, according to described statistics and described advertisement position adjustment cycle, determine the bandwagon effect of the advertisement position meeting described type of service described in each, advertisement position adjustment cycle is 1 day, and to count on the click total degree of advertisement position A in 30 days be 30000 times, then the bandwagon effect of advertisement position A is 1000 times;
Again further, if the appraise price of advertisement position is lower than the lowest bid of this advertisement position, Advertisement Server can send a notification message to the advertisement position supplier that this advertisement position is corresponding, if receive the acknowledge message that advertisement position supplier sends for this notification message, just this advertisement position is published to advertisement position supply system;
Alternatively, Advertisement Server can determine the reference price of each type of service according to the lowest bid of the advertisement position of each type of service.
S13, according to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine targeted advertisements position, and throw in described targeted advertisements on described targeted advertisements position.
Particularly, when Advertisement Server gets from advertisement position supply system the advertisement position meeting this type of service, Advertisement Server is then according to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine targeted advertisements position, and throw in described targeted advertisements on described targeted advertisements position.
Further alternatively, the corresponding appraise price of each advertisement position, this appraise price can be determined according to the bandwagon effect of the reference price of advertisement position and advertisement position, Advertisement Server can according to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements meeting described type of service described in each, described meet in the advertisement position of described type of service determine at least one group of advertisement position, again according to the appraise price of each advertisement position, calculate the evaluation total price often organizing described advertisement position, one group of minimum for described evaluation total price advertisement position is defined as described targeted advertisements position, achieve the advertisement position selecting lowest price under the condition of identical bandwagon effect, reduce the expense of advertisement position party in request,
Wherein, targeted advertisements position can be one, that is, an advertisement position just can meet the expection bandwagon effect of Current ad position adjustment cycle targeted advertisements, this expection bandwagon effect, is supposed the number of clicks of targeted advertisements for Current ad position adjustment cycle, and the expection number of clicks of Current ad position adjustment cycle targeted advertisements is 750 times, and the number of clicks of advertisement position A is 800 times, Advertisement Server then can using the targeted advertisements position of advertisement position A as targeted advertisements;
Wherein, targeted advertisements position also can be multiple combination, that is, the combination of multiple advertisement position could meet the expection bandwagon effect of Current ad position adjustment cycle targeted advertisements, this expection bandwagon effect still for Current ad position adjustment cycle to the number of clicks of targeted advertisements, suppose, the expection number of clicks of Current ad position adjustment cycle targeted advertisements is 2100 times, the number of clicks of advertisement position A is 800 times, the number of clicks of advertisement position B is 500 times, the number of clicks of advertisement position C is 810 times, Advertisement Server then can by advertisement position A, B and C is as the targeted advertisements position of targeted advertisements,
If targeted advertisements has shown at least one advertisement position adjustment cycle, Advertisement Server, when Current ad position adjustment cycle is targeted advertisements selection advertisement position, can adjust on the basis of the original advertisement position of targeted advertisements; Suppose, targeted advertisements is advertisement position A and B at the advertisement position of a upper advertisement position adjustment cycle, if advertisement position A and B can meet the expection bandwagon effect of targeted advertisements Current ad position adjustment cycle at the bandwagon effect of a upper advertisement position adjustment cycle, Advertisement Server does not then change the advertisement position of targeted advertisements; If, advertisement position A and B can not meet the expection bandwagon effect of targeted advertisements Current ad position adjustment cycle at the bandwagon effect of a upper advertisement position adjustment cycle, suppose, advertisement position A and B is respectively 1000 times and 600 times in the number of clicks of a upper advertisement position adjustment cycle, the expection number of clicks of targeted advertisements Current ad position adjustment cycle is 2000 times, Advertisement Server can increase an advertisement position again on the basis of advertisement position A and B, to meet the expection number of clicks of targeted advertisements Current ad position adjustment cycle;
The advertisement position of Advertisement Server each cycle to targeted advertisements adjusts, expection bandwagon effect is met at the actual bandwagon effect of Current ad position adjustment cycle to make targeted advertisements, and then, making targeted advertisements showing that the actual bandwagon effect in total duration more meets expection bandwagon effect, improve the accuracy of bandwagon effect.
It should be noted that, targeted advertisements position is in the difference of the upper bandwagon effect of an advertisement position adjustment cycle and the expection bandwagon effect of targeted advertisements in default error range, and its preset range can adjust according to actual conditions.
In the embodiment shown in fig. 1, when reaching the advertisement position adjustment cycle of targeted advertisements, the demand information of described targeted advertisements to advertisement position can be obtained, described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements, the bandwagon effect of the advertisement position of described type of service and the expection bandwagon effect of described targeted advertisements is met again according to each, described meet in the advertisement position of described type of service determine targeted advertisements position, achieve the advertisement position that dynamic adjustment advertisement is corresponding, make the bandwagon effect of each advertisement reality and the bandwagon effect of expection closer to, and decrease the operation of advertisement position party in request.
Refer to Fig. 2, Fig. 2 is the method flow schematic diagram of the another kind of Internet advertising input that the embodiment of the present invention provides.The method flow that Internet advertising as shown in Figure 2 in the present embodiment is thrown in can comprise:
S21, when reaching the advertisement position adjustment cycle of targeted advertisements, the bandwagon effect of statistics targeted advertisements.
The supvr of Advertisement Server can arrange advertisement position adjustment cycle (as 1 day, 2 days or 3 days etc.), when reaching this advertisement position adjustment cycle, then add up the bandwagon effect of targeted advertisements, wherein, the summation of the bandwagon effect of the targeted advertisements bandwagon effect that to be targeted advertisements obtained at each advertisement position adjustment cycle.
Wherein, Advertisement Server can store multiple advertisement, a kind of optional embodiment, and Advertisement Server according to the sequencing of the time of reception of each advertisement, can be followed successively by corresponding advertising matches and go out suitable advertisement position; Another kind of optional embodiment, Advertisement Server can according to the type of service of advertisement, advertisement is classified, for the advertisement of miscellaneous service type, the height sequencing can bidded according to it, be followed successively by each advertising matches and go out suitable advertisement position, wherein, the sequencing the present invention between different service types does not limit.
S22, according to the bandwagon effect of targeted advertisements and the expection bandwagon effect of the total duration of displaying, determines targeted advertisements residue bandwagon effect, shows that total duration is greater than advertisement position adjustment cycle.
S23, according to targeted advertisements residue bandwagon effect and residue impressions, determines the expection bandwagon effect of targeted advertisements at Current ad position adjustment cycle.
Advertisement Server can remain bandwagon effect divided by residue impressions with targeted advertisements, determine the expection bandwagon effect of targeted advertisements at Current ad position adjustment cycle, wherein, Advertisement Server can according to the input total degree showing total duration and advertisement position adjustment cycle determination advertisement, and input total degree deducts impressions and determines to remain impressions; Advertisement Server determines the expection bandwagon effect of each advertisement position adjustment cycle of targeted advertisements dynamically according to the bandwagon effect of targeted advertisements, further increases the accuracy of bandwagon effect.
S24, obtains the advertisement position meeting the type of service of targeted advertisements from advertisement position supply system.
When Advertisement Server receives the information provision of the advertisement position that advertisement position supplier provides, the advertisement position received directly can be published to advertisement position supplier by Advertisement Server; Wherein, the type of service of targeted advertisements can comprise any one or the combination in picture, plain text, image, Voice & Video;
Further alternatively, information provision can comprise type of service and the lowest bid of advertisement position, when Advertisement Server receives the information provision of the advertisement position that advertisement position supplier provides, can first according to the reference price of corresponding type of service and the bandwagon effect of advertisement position, determine the appraise price of this advertisement position, if this appraise price is more than or equal to the lowest bid of this advertisement position, just this advertisement position is published to advertisement position supply system;
Particularly, described bandwagon effect can comprise number of visits in an advertisement position adjustment cycle, number of clicks and/or concern index, for number of visits, Advertisement Server can arrange the form of number of visits and multiplier in advance, as shown in table 1, number of visits according to advertisement position place webpage obtains corresponding multiplier, again the multiplier acquired is multiplied with reference price, multiplied result is then the appraise price of described advertisement position, such as, the type of service of advertisement position A is picture, the reference price of picture is often click one time 1 (unit), the number of visits of advertisement position A place webpage is 500, Advertisement Server is then 1.1 to the appraise price of advertisement position A, if, the appraise price of advertisement position A is more than or equal to the lowest bid of advertisement position A, advertisement position A is then published to ad serving platform by Advertisement Server,
Suppose, bandwagon effect is for number of clicks, Advertisement Server can add up the click total degree that each meets the advertisement position of described type of service, according to described statistics and described advertisement position adjustment cycle, determine the bandwagon effect of the advertisement position meeting described type of service described in each, advertisement position adjustment cycle is 1 day, and to count on the click total degree of advertisement position A in 30 days be 30000 times, then the bandwagon effect of advertisement position A is 1000 times;
Again further, if the appraise price of advertisement position is lower than the lowest bid of this advertisement position, Advertisement Server can send a notification message to the advertisement position supplier that this advertisement position is corresponding, if receive the acknowledge message that advertisement position supplier sends for this notification message, just this advertisement position is published to advertisement position supply system;
Alternatively, Advertisement Server can determine the reference price of each type of service according to the lowest bid of the advertisement position of each type of service.
S25, according to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine at least one group of advertisement position.
Wherein, one group of advertisement position can be an advertisement position, that is, an advertisement position just can meet the expection bandwagon effect of Current ad position adjustment cycle targeted advertisements, this expection bandwagon effect, is supposed the number of clicks of targeted advertisements for Current ad position adjustment cycle, and the expection number of clicks of Current ad position adjustment cycle targeted advertisements is 750 times, and advertisement position A number of clicks be 800 times, Advertisement Server then can using the targeted advertisements position of advertisement position A as targeted advertisements;
Wherein, one group of advertisement position also can be the combination of multiple advertisement position, that is, the combination of multiple advertisement position could meet the expection bandwagon effect of Current ad position adjustment cycle targeted advertisements, this expection bandwagon effect still for Current ad position adjustment cycle to the number of clicks of targeted advertisements, suppose, the expection number of clicks of Current ad position adjustment cycle targeted advertisements is 2100 times, advertisement position A is 800 times in the number of clicks of a upper advertisement position adjustment cycle, advertisement position B is 500 times in the number of clicks of a upper advertisement position adjustment cycle, advertisement position C is 810 times in the number of clicks of a upper advertisement position adjustment cycle, Advertisement Server then can by advertisement position A, B and C is as the targeted advertisements position of targeted advertisements.
S26, according to the appraise price of each advertisement position, calculates the evaluation total price often organizing advertisement position, and one group of minimum for this evaluation total price advertisement position is defined as targeted advertisements position.
Particularly, when Advertisement Server determines at least one group of advertisement position, can according to the appraise price of each advertisement position, calculate the evaluation total price often organizing advertisement position, such as, first group of advertisement position comprises advertisement position A and advertisement position B, wherein, advertisement position A and advertisement position B is according to number of clicks charge, and appraise price corresponding is respectively 1.1 once with 1.5 once respectively, then evaluating total price is 2.6; Minimum for appraise price one group of advertisement position is defined as targeted advertisements position by Advertisement Server again, achieves the advertisement position selecting lowest price under the condition of identical bandwagon effect, reduces the expense of advertisement position party in request.
S27, targeted advertisements is thrown in targeted advertisements position.
When Advertisement Server determines targeted advertisements position, then require to show targeted advertisements according to the displaying of targeted advertisements position;
S28, calculates the expense that targeted advertisements produces in the adjustment cycle of Current ad position.
The expense that Advertisement Server can produce at Current ad position adjustment cycle according to the charging regulation calculating targeted advertisements of targeted advertisements position; Suppose, targeted advertisements position comprises advertisement position A and advertisement position B and advertisement position C, its charging regulation is as shown in table 2, Advertisement Server can calculate according to its charging regulation the expense that targeted advertisements produces on advertisement position A, advertisement position B and advertisement position C at Current ad position adjustment cycle respectively, corresponding expense is extracted to corresponding advertisement position supplier again from the fund of advertisement position party in request corresponding to targeted advertisements, and notify its payment result of advertisement position party in request, and its gathering result of notice advertisement position supplier;
Wherein, the various classifications of each advertisement position (namely often click once, often pay close attention to or collection once etc.) charge determine according to its bandwagon effect, that is, if the bandwagon effect of advertisement position supplier is better, so, this advertisement position is other charge automatic lifting various types of in the adjustment cycle of Current ad position, improves the income of advertisement position supplier;
Table 2
Further, when Advertisement Server calculates corresponding expense, can first notify advertisement position party in request, after treating that advertisement position party in request confirms, Advertisement Server just extracts corresponding expense to corresponding advertisement position supplier from the fund of correspondence, and notify its payment result of advertisement position party in request, and its gathering result of notice advertisement position supplier; Advertisement Server can complete gathering and payment automatically, decreases the operation of advertisement position party in request and advertisement position supplier.
In the embodiment shown in Figure 2, Advertisement Server is according to targeted advertisements residue bandwagon effect and residue impressions, determine the expection bandwagon effect of targeted advertisements at Current ad position adjustment cycle, compare an embodiment, further increase the accuracy of bandwagon effect; Advertisement Server is according to the appraise price of each advertisement position, calculate the evaluation total price often organizing advertisement position, and one group of minimum for this evaluation total price advertisement position is defined as targeted advertisements position, achieve the advertisement position selecting lowest price under the condition of identical bandwagon effect, reduce the expense of advertisement position party in request.
Refer to Fig. 3, Fig. 3 is the structural representation of the device of a kind of Internet advertising input that the embodiment of the present invention provides; Internet advertising delivery device in the embodiment of the present invention can be implemented in Advertisement Server; The device 3 that Internet advertising as shown in Figure 3 in the embodiment of the present invention is thrown at least can comprise demand information acquisition module 301, first and screen module 302, second screening module 303 and advertisement putting module 304, wherein:
Demand information acquisition module 301, for when reaching the advertisement position adjustment cycle of targeted advertisements, obtains the demand information of described targeted advertisements to advertisement position, and described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements.
First screening module 302, for obtaining the advertisement position meeting described type of service from advertisement position supply system.
Second screening module 303, for according to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine targeted advertisements position.
Advertisement putting module 304, for throwing in described targeted advertisements on described targeted advertisements position.
Wherein, the corresponding appraise price of each described advertisement position, described appraise price is determined according to the reference price of type of service corresponding to described advertisement position and the bandwagon effect of described advertisement position;
Described second screening module 303 specifically may be used for:
According to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, determine at least one group of advertisement position at described first meeting in the advertisement position of described type of service of filtering out of screening module;
According to the appraise price of each described advertisement position, calculate the evaluation total price often organizing described advertisement position;
One group of minimum for described evaluation total price advertisement position is defined as described targeted advertisements position.
Described expection bandwagon effect comprises the number of clicks to described targeted advertisements, the device 3 that Internet advertising is thrown in as shown in Figure 4 can also comprise statistical module 305 further, for adding up the click total degree of the advertisement position meeting described type of service described in each, and according to described statistics and described advertisement position adjustment cycle, determine the bandwagon effect of the advertisement position meeting described type of service described in each.
Further, described demand information also comprises the number of clicks of showing to described targeted advertisements in total duration, the total duration of described displaying is greater than described advertisement position adjustment cycle, the device 3 that Internet advertising is thrown in as shown in Figure 4 can also comprise impressions determination module 306 and bandwagon effect determination module 307 further, wherein:
Impressions determination module 306, for according to the total duration of described displaying and described advertisement position adjustment cycle, determines described targeted advertisements impressions;
Bandwagon effect determination module 307, for according in the total duration of described displaying to the number of clicks of described targeted advertisements and described impressions, determine that each described advertisement position adjustment cycle is to the number of clicks of described targeted advertisements.
The device 3 that Internet advertising is thrown in as shown in Figure 4 can also comprise information provision acquisition module 308, appraise price determination module 309, comparison module 310 and release module 311 further, wherein:
Information provision acquisition module 308, for obtaining the information provision of described advertisement position, described information provision comprises type of service and the lowest bid of described advertisement position;
Appraise price determination module 309, for determining the appraise price of described advertisement position according to the reference price of described advertisement position and the bandwagon effect of described advertisement position;
Judge module 310, whether the appraise price for more described advertisement position is more than or equal to the lowest bid of described advertisement position;
Release module 311, if be more than or equal to described advertisement position lowest bid for described appraise price, is then published to described advertisement position supply system by described advertisement position.
Further, the device 3 that Internet advertising is thrown in as shown in Figure 4 can also comprise notification module 312 further, if for the lowest bid of described appraise price lower than described advertisement position, the advertisement position supplier corresponding to described advertisement position sends a notification message, and when receiving the acknowledge message that described advertisement position supplier sends for described notification message, triggering described release module 311 and described advertisement position is rendered to described advertisement position supply system.
Further, the device 3 that Internet advertising is thrown in as shown in Figure 4 can also comprise expense computing module 313, further for calculating the expense that described targeted advertisements produces at Current ad position adjustment cycle.
Will be understood that, the function of each functional module of the device 3 of the Internet advertising input of the present embodiment according to the method specific implementation in said method embodiment, can specifically correspondence referring to figs. 1 to the associated description of Fig. 2 embodiment of the method, can repeat no more herein.
It should be noted that, in the above-described embodiments, the description of each embodiment is all emphasized particularly on different fields in certain embodiment, there is no the part described in detail, can see the associated description of other embodiments.Secondly, those skilled in the art also should know, the embodiment described in instructions all belongs to preferred embodiment, and involved action and module might not be that the embodiment of the present invention is necessary.
Step in embodiment of the present invention method can be carried out order according to actual needs and be adjusted, merges and delete.
Module in embodiment of the present invention device can carry out merging, divide and deleting according to actual needs.
In the description of this instructions, specific features, structure, material or feature that the description of reference term " embodiment ", " some embodiments ", " example ", " concrete example " or " some examples " etc. means to describe in conjunction with this embodiment or example are contained at least one embodiment of the present invention or example.In this manual, not must for identical embodiment or example to the schematic representation of above-mentioned term.And the specific features of description, structure, material or feature can combine in one or more embodiment in office or example in an appropriate manner.In addition, when not conflicting, the feature of the different embodiment described in this instructions or example and different embodiment or example can carry out combining and combining by those skilled in the art.
In addition, term " first ", " second " only for describing object, and can not be interpreted as instruction or hint relative importance or imply the quantity indicating indicated technical characteristic.Thus, be limited with " first ", the feature of " second " can express or impliedly comprise at least one this feature.In describing the invention, the implication of " multiple " is at least two, such as two, three etc., unless otherwise expressly limited specifically.
Describe and can be understood in process flow diagram or in this any process otherwise described or method, represent the module, fragment or the part that comprise the code of the executable instruction of one or more step for realizing specific logical function or process, and the scope of the preferred embodiment of the present invention comprises other realization, wherein can not according to order that is shown or that discuss, comprise according to involved function by the mode while of basic or by contrary order, carry out n-back test, this should understand by embodiments of the invention person of ordinary skill in the field.
In flow charts represent or in this logic otherwise described and/or step, such as, the program listing of the executable instruction for realizing logic function can be considered to, may be embodied in any computer-readable medium, for instruction execution system, device or equipment (as computer based system, comprise the system of processor or other can from instruction execution system, device or equipment instruction fetch and perform the system of instruction) use, or to use in conjunction with these instruction execution systems, device or equipment.With regard to this instructions, " computer-readable medium " can be anyly can to comprise, store, communicate, propagate or transmission procedure for instruction execution system, device or equipment or the device that uses in conjunction with these instruction execution systems, device or equipment.The example more specifically (non-exhaustive list) of computer-readable medium comprises following: the electrical connection section (electronic installation) with one or more wiring, portable computer diskette box (magnetic device), random access memory (RAM), ROM (read-only memory) (ROM), erasablely edit ROM (read-only memory) (EPROM or flash memory), fiber device, and portable optic disk ROM (read-only memory) (CDROM).In addition, computer-readable medium can be even paper or other suitable media that can print described program thereon, because can such as by carrying out optical scanning to paper or other media, then carry out editing, decipher or carry out process with other suitable methods if desired and electronically obtain described program, be then stored in computer memory.
Should be appreciated that each several part of the present invention can realize with hardware, software, firmware or their combination.In the above-described embodiment, multiple step or method can with to store in memory and the software performed by suitable instruction execution system or firmware realize.Such as, if realized with hardware, the same in another embodiment, can realize by any one in following technology well known in the art or their combination: the discrete logic with the logic gates for realizing logic function to data-signal, there is the special IC of suitable combinational logic gate circuit, programmable gate array (PGA), field programmable gate array (FPGA) etc.
Those skilled in the art are appreciated that realizing all or part of step that above-described embodiment method carries is that the hardware that can carry out instruction relevant by program completes, described program can be stored in a kind of computer-readable recording medium, this program perform time, step comprising embodiment of the method one or a combination set of.
In addition, each functional unit in each embodiment of the present invention can be integrated in a processing module, also can be that the independent physics of unit exists, also can be integrated in a module by two or more unit.Above-mentioned integrated module both can adopt the form of hardware to realize, and the form of software function module also can be adopted to realize.If described integrated module using the form of software function module realize and as independently production marketing or use time, also can be stored in a computer read/write memory medium.
The above-mentioned storage medium mentioned can be ROM (read-only memory), disk or CD etc.Although illustrate and describe embodiments of the invention above, be understandable that, above-described embodiment is exemplary, can not be interpreted as limitation of the present invention, and those of ordinary skill in the art can change above-described embodiment within the scope of the invention, revises, replace and modification.
Claims (14)
1. a method for Internet advertising input, it is characterized in that, described method comprises:
When reaching the advertisement position adjustment cycle of targeted advertisements, obtain the demand information of described targeted advertisements to advertisement position, described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements;
The advertisement position meeting described type of service is obtained from advertisement position supply system;
According to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine targeted advertisements position, and throw in described targeted advertisements on described targeted advertisements position.
2. the method for claim 1, is characterized in that, the corresponding appraise price of each described advertisement position, and described appraise price is determined according to the reference price of type of service corresponding to described advertisement position and the bandwagon effect of described advertisement position;
The described bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements according to meeting described type of service described in each, described meet in the advertisement position of described type of service determine that targeted advertisements position comprises:
According to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine at least one group of advertisement position;
According to the appraise price of each described advertisement position, calculate the evaluation total price often organizing described advertisement position;
One group of minimum for described evaluation total price advertisement position is defined as described targeted advertisements position.
3. the method for claim 1, is characterized in that, described expection bandwagon effect comprises the number of clicks to described targeted advertisements;
Described each meets the bandwagon effect of the advertisement position of described type of service and the expection bandwagon effect of described targeted advertisements according to described, described meet in the advertisement position of described type of service determine targeted advertisements position before, described method also comprises:
Add up the click total degree of the advertisement position meeting described type of service described in each;
According to described statistics and described advertisement position adjustment cycle, determine the bandwagon effect of the advertisement position meeting described type of service described in each.
4. method as claimed in claim 3, is characterized in that, described demand information also comprises the number of clicks of showing to described targeted advertisements in total duration, and the total duration of described displaying is greater than described advertisement position adjustment cycle;
The described targeted advertisements of described acquisition is to before the demand information of advertisement position, and described method also comprises:
According to the total duration of described displaying and described advertisement position adjustment cycle, determine described targeted advertisements impressions;
According in the total duration of described displaying to the number of clicks of described targeted advertisements and described impressions, determine that each described advertisement position adjustment cycle is to the number of clicks of described targeted advertisements.
5. the method for claim 1, is characterized in that, described from advertisement position supply system obtain meet the advertisement position of described type of service before, described method also comprises:
Obtain the information provision of described advertisement position, described information provision comprises type of service and the lowest bid of described advertisement position;
The appraise price of described advertisement position is determined according to the reference price of described advertisement position and the bandwagon effect of described advertisement position;
Whether the appraise price of more described advertisement position is more than or equal to the lowest bid of described advertisement position;
If described appraise price is more than or equal to the lowest bid of described advertisement position, then described advertisement position is published to described advertisement position supply system.
6. method as claimed in claim 5, it is characterized in that, if described appraise price is lower than the lowest bid of described advertisement position, described method also comprises:
The advertisement position supplier corresponding to described advertisement position sends a notification message;
Receive the acknowledge message that described advertisement position supplier sends for described notification message, and perform the described step described advertisement position being rendered to described advertisement position supply system.
7. the method as described in any one of claim 1-6, is characterized in that, described on described targeted advertisements position, throw in described targeted advertisements after, described method also comprises:
Calculate the expense that described targeted advertisements produces in current described advertisement position adjustment cycle.
8. a device for Internet advertising input, it is characterized in that, described device comprises:
Demand information acquisition module, for when reaching the advertisement position adjustment cycle of targeted advertisements, obtains the demand information of described targeted advertisements to advertisement position, and described demand information comprises type of service and the expection bandwagon effect of described targeted advertisements;
First screening module, for obtaining the advertisement position meeting described type of service from advertisement position supply system;
Second screening module, for according to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, described meet in the advertisement position of described type of service determine targeted advertisements position;
Advertisement putting module, for throwing in described targeted advertisements on described targeted advertisements position.
9. device as claimed in claim 8, is characterized in that, the corresponding appraise price of each described advertisement position, and described appraise price is determined according to the reference price of type of service corresponding to described advertisement position and the bandwagon effect of described advertisement position;
Described second screening module specifically for:
According to the bandwagon effect of advertisement position and the expection bandwagon effect of described targeted advertisements that meet described type of service described in each, determine at least one group of advertisement position at described first meeting in the advertisement position of described type of service of filtering out of screening module;
According to the appraise price of each described advertisement position, calculate the evaluation total price often organizing described advertisement position;
One group of minimum for described evaluation total price advertisement position is defined as described targeted advertisements position.
10. device as claimed in claim 8, it is characterized in that, described expection bandwagon effect comprises the number of clicks to described targeted advertisements, and described device also comprises:
Statistical module, for adding up the click total degree of the advertisement position meeting described type of service described in each, and according to described statistics and described advertisement position adjustment cycle, determines the bandwagon effect of the advertisement position meeting described type of service described in each.
11. devices as claimed in claim 10, is characterized in that, described demand information also comprises the number of clicks of showing to described targeted advertisements in total duration, and the total duration of described displaying is greater than described advertisement position adjustment cycle, and described device also comprises:
Impressions determination module, for according to the total duration of described displaying and described advertisement position adjustment cycle, determines described targeted advertisements impressions;
Bandwagon effect determination module, for according in the total duration of described displaying to the number of clicks of described targeted advertisements and described impressions, determine that each described advertisement position adjustment cycle is to the number of clicks of described targeted advertisements.
12. devices as claimed in claim 8, it is characterized in that, described device also comprises:
Information provision acquisition module, for obtaining the information provision of described advertisement position, described information provision comprises type of service and the lowest bid of described advertisement position;
Appraise price determination module, for determining the appraise price of described advertisement position according to the reference price of described advertisement position and the bandwagon effect of described advertisement position;
Comparison module, whether the appraise price for more described advertisement position is more than or equal to the lowest bid of described advertisement position;
Release module, if be more than or equal to described advertisement position lowest bid for described appraise price, is then published to described advertisement position supply system by described advertisement position.
13. devices as claimed in claim 12, it is characterized in that, described device also comprises:
Notification module, if for the lowest bid of described appraise price lower than described advertisement position, the advertisement position supplier corresponding to described advertisement position sends a notification message, and when receiving the acknowledge message that described advertisement position supplier sends for described notification message, triggering described release module and described advertisement position is rendered to described advertisement position supply system.
14. devices as described in any one of claim 8-13, it is characterized in that, described device also comprises:
Expense computing module, for calculating the expense that described targeted advertisements produces in the adjustment cycle of Current ad position.
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| CN201510091428.6A CN104700288A (en) | 2015-02-28 | 2015-02-28 | Internet advertising method and device |
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| CN201510091428.6A CN104700288A (en) | 2015-02-28 | 2015-02-28 | Internet advertising method and device |
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| CN104700288A true CN104700288A (en) | 2015-06-10 |
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| CN107093086A (en) * | 2016-09-12 | 2017-08-25 | 口碑控股有限公司 | Data processing, information issue, information distribution method, equipment and system |
| CN107516247A (en) * | 2017-08-28 | 2017-12-26 | 天脉聚源（北京）科技有限公司 | A kind of method and device for predicting advertisement played data |
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| CN106326294A (en) * | 2015-07-01 | 2017-01-11 | 阿里巴巴集团控股有限公司 | Information update method, device and system |
| CN107093086A (en) * | 2016-09-12 | 2017-08-25 | 口碑控股有限公司 | Data processing, information issue, information distribution method, equipment and system |
| CN108062678A (en) * | 2016-11-08 | 2018-05-22 | 阿里巴巴集团控股有限公司 | A kind of advertisement bit allocation method, device and advertisement delivery system |
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| CN106875208A (en) * | 2016-12-27 | 2017-06-20 | 网易传媒科技（北京）有限公司 | A kind of method and apparatus for determining notable advertisement show position |
| CN106897903B (en) * | 2017-02-21 | 2022-06-03 | 腾讯科技（深圳）有限公司 | Advertisement processing method and advertisement system |
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| CN109919660A (en) * | 2019-01-31 | 2019-06-21 | 湖南快乐阳光互动娱乐传媒有限公司 | The sending method and device of ad-request in a kind of real time bid system |
| CN109919660B (en) * | 2019-01-31 | 2023-11-10 | 湖南快乐阳光互动娱乐传媒有限公司 | Method and device for sending advertisement request in real-time bidding system |
| CN112116369A (en) * | 2019-06-19 | 2020-12-22 | 上海光是信息科技有限公司 | Advertisement putting method and device |
| CN111028041A (en) * | 2019-06-20 | 2020-04-17 | 拉扎斯网络科技（上海）有限公司 | Data processing method and device, readable storage medium and electronic equipment |
| CN111028041B (en) * | 2019-06-20 | 2020-11-06 | 拉扎斯网络科技（上海）有限公司 | Data processing method and device, readable storage medium and electronic equipment |
| CN112215650A (en) * | 2020-10-12 | 2021-01-12 | 上海酷量信息技术有限公司 | Automatic selection system and method for optimal advertisement promotion scheme |
| CN112235640A (en) * | 2020-10-14 | 2021-01-15 | 广州欢网科技有限责任公司 | Upgrading-free advertisement space processing method, device and equipment |
| 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 |
| CN113837811A (en) * | 2021-09-30 | 2021-12-24 | 成都新潮传媒集团有限公司 | Elevator advertisement point recommendation method and device, computer equipment and storage medium |
| CN113837811B (en) * | 2021-09-30 | 2023-10-10 | 成都屏盟科技有限公司 | Elevator advertisement point position recommending method and device, computer equipment and storage medium |
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