CN104717210A - Method and system for connecting optional media to DSP - Google Patents
Method and system for connecting optional media to DSP Download PDFInfo
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Abstract
The invention discloses a method for connecting optional media to a DSP. The method comprises the steps of receiving a request of dispatching an optional media advertisement which is sent by a reverse proxy server, analyzing the request and generating an advertisement collection according to the analyzed contents, separating the advertisement collection into a precision advertisement collection and a general advertisement collection, judging whether the precision advertisement collection is empty or not, searching a user property from iCache of the user in an optional media advertisement injecting region when the precision advertisement collection is not empty, retrieving an advertisement sub-collection which conforms to the user property in the precision advertisement collection, judging whether the sub-collection is empty or not, calculating a click rate of each advertisement in the advertisement sub-collection when the advertisement sub-collection is not empty, selecting one advertisement in the advertisement sub-collection according to bid rules, and returning the advertisement to the reverse proxy server. Accordingly, selecting one advertisement in the optional media to connect to the DSP can be achieved.
Description
Technical field
The present invention relates to the Internet media technical field, be specifically related to a kind of by the method and system of free media access DSP.
Background technology
In Internet advertising industry, DSP (party in request's platform) is a system, is also a kind of online advertisement platform.It serves advertiser, advertiser is helped to carry out advertisement putting on the Internet or mobile Internet, DSP can make advertiser follow unified bidding and feedback system more simply and easily, to the online advertisement being positioned at many advertisement transaction platforms, buy high-quality advertisement stock in real time with reasonable prices.
Usual advertiser can free media, and namely advertiser independently selects media, when the media selected do not access DSP, just cannot realize dispatching the advertisement of free media, let alone carry out unified management to it.Therefore, advertiser selects an advertisement access DSP from free media, has just become the technical problem that must solve.
Introduce the term being needed by free media access DSP to use below:
Reverse Proxy, refer to proxy server to accept the connection request on network, then by request forward to the server on internal network, and the result obtained from server is returned to the client that network asks connection, now proxy server externally just shows as a Reverse Proxy.
PID (advertising site mark number), the unique corresponding identification number of each advertisement position;
Cookie (being stored in the data on local terminal), for recording the data of local terminal access server;
IP address (Internet protocol address) is a kind of unified address format that Internet protocol provides, and it is each network on the Internet and each host assignment logical address, shields the difference of physical address with this.
ICache (user profile cache module), user cache user profile, convenient inquiry, is stored in internal memory.
Url (claiming uniform resource locator/positioning address), is commonly called as web page address (network address).
Summary of the invention
The technical problem to be solved in the present invention is, provides a kind of by the method and system of free media access DSP, can select an advertisement position access DSP from free media.
In order to solve the problems of the technologies described above, the invention provides a kind of by the method for free media access DSP, described method comprises:
Receive the free media advertisement request of scheduling sent by Reverse Proxy;
Resolve described request, and generate an advertising aggregator according to the content after described parsing;
Described advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judges whether described accurate advertisement set is empty set;
When described accurate advertisement set is not empty, then throws in the iCache of the user of region from described free media advertisement and search user property;
From described accurate advertisement set, retrieval meets the advertisement subset of described user property, and judges whether described advertisement subset is empty set;
When described advertisement subset is not empty, calculate the clicking rate of each advertisement in described advertisement subset;
According to bidding, rule selects an advertisement from described advertisement subset, and described advertisement is returned to described Reverse Proxy, described in rule of bidding include but not limited to the clicking rate of described advertisement.
On the other hand, the invention provides a kind of by the system of free media access DSP, described system comprises:
Receiver module, for receiving the free media advertisement request of the scheduling sent by Reverse Proxy;
Parsing module, for resolving described request, and generates an advertising aggregator according to the content after described parsing;
Split module, for described advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judge whether described accurate advertisement set is empty set;
Search attribute module, during for not being empty when described accurate advertisement set, then throwing in the iCache of the user of region from described free media advertisement and search user property;
Retrieval module, meets the advertisement subset of described user property for retrieval from described accurate advertisement set, and judges whether described advertisement subset is empty set;
Calculate clicking rate module, during for not being empty when described advertisement subset, described calculating clicking rate module is for calculating the clicking rate of each advertisement in described advertisement subset;
Returning module, for selecting an advertisement according to rule of bidding from described advertisement subset, and described advertisement being returned to described Reverse Proxy, described in rule of bidding include but not limited to the clicking rate of described advertisement.
Technique scheme has following technique effect: in accurate, realize precisely dispatching advertisement according to the keyword of user search with the url browsed, scheduling advertisement can be carried out according to the natural quality of user, social property, interest attribute and shopping tendency, such advertisement that advertiser can be made to throw in is more accurate, thus has saved the cost of advertisement putting; User also easierly can obtain the article of oneself demand simultaneously, makes the Experience Degree of user better.In use, the advertisement of free media can be carried out United Dispatching after being linked into DSP, thus realize free media to carry out sequencing purchase, advertiser so just can be made to buy and use free media convenient, effectively having saved the time and efforts of advertiser; The sale simultaneously also making the advertisement of media be more prone to is gone out, thus improves the income of media.Throw in advertisement aspect, achieve the media not accessing advertisement transaction platform and also can carry out orientation input advertisement according to the attribute of user, which reduces media and carry out directed step when throwing in advertisement during access advertisement transaction platform, make media sales advertisement more flexible, thus effectively reduce the cost of media.In a word, free media access DSP just can be improved greatly the effect of advertisement putting, thus also make the more convenient article obtaining oneself demand of user to advertiser and the media raising all brought in income.
Accompanying drawing explanation
In order to be illustrated more clearly in the embodiment of the present invention or technical scheme of the prior art, be briefly described to the accompanying drawing used required in embodiment or description of the prior art below, apparently, accompanying drawing in the following describes is only 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 that the present invention is by the method flow schematic diagram of free media access DSP;
Fig. 2 is that the present invention is by the system configuration schematic diagram of free media access DSP;
Fig. 3 is that the present invention is by the concrete rear structural representation of system resolves module of free media access DSP;
Fig. 4 is that the present invention is by the concrete rear structural representation of system retrieval module of free media access DSP.
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, receives the request of calling free media advertisement sent by Reverse Proxy; The content sent request is resolved, and from the advertisement of free media, determines an advertising aggregator according to the content of resolving; Do according to the scope of user property to described advertising aggregator and further reduce, generating advertisement subset; From described advertisement subset, select an advertisement according to rule of bidding again, feed back to Reverse Proxy.Wherein, advertising aggregator carries out determining according to the PID in the content of request, IP and Cookie, and the advertisement therefore in this advertising aggregator all meets the primary demand of advertiser.And then according to user property, advertisement subset is narrowed down to further to advertising aggregator, advertisement in advertisement subset to be inclined etc. to the natural quality of user, social property, interest attribute and shopping and is analyzed rear generation, and the advertisement accurately degree in the advertisement of advertisement subset is just very high.Afterwards again according to bid rule the advertising feedback of in advertisement subset to advertiser, make advertiser obtain very easily oneself need advertisement.The advertisement of free media is carried out sequencing purchase after advertisement access DSP with regard to realizing by Reverse Proxy.Decrease the step of advertisement access advertisement transaction platform simultaneously, thus substantially increase the efficiency of advertisement putting.
As shown in Figure 1, for the embodiment of the present invention is a kind of by the method flow diagram of free media access DSP, described method comprises the steps:
Step 101, receive the free media advertisement request of the scheduling sent by Reverse Proxy;
Step 102, parsing described request, and generate an advertising aggregator according to the content after described parsing;
Step 103, described advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judges whether described accurate advertisement set is empty set;
Step 104, when described accurate advertisement set is not empty, then throws in the iCache of the user of region from described free media advertisement and search user property;
Step 105, from described accurate advertisement set retrieval meet the advertisement subset of described user property, and judge whether described advertisement subset is empty set;
Step 106, when described advertisement subset is not empty, calculate the clicking rate of each advertisement in described advertisement subset;
Step 107, according to bidding, rule selects an advertisement from described advertisement subset, and described advertisement is returned to described Reverse Proxy, described in rule of bidding include but not limited to the clicking rate of described advertisement.
It is pointed out that Reverse Proxy can be Vps Reverse Proxy, Apache Reverse Proxy also can be Nodejs Reverse Proxy, as preferably, uses Nginx Reverse Proxy.Due to Nginx performance and stability better than other Reverse Proxies, make to use Nginx also to get more and more as the website of Web (webpage) server, most of online media sites all using it as first-selected Web (webpage) front end.Simultaneously Nginx also can arrange the timing cutting etc. of IP address, open visit port and access log as required.
In a step 101, the request of reception comprises: PID, Cookie and IP address; Correspondingly, in a step 102, parsing described request comprises: resolve PID, Cookie and IP address.Wherein, resolving PID object is, and judges that whether PID is effective, when PID is invalid, then returns default advertisement; When PID is effective, then determine that will call free media advertisement throws in region by resolving IP address; Determine to call the input period of free media advertisement by resolving Cookie and click the frequency; Search again afterwards to meet from the advertisement of free media and throw in region, and meet simultaneously and throw in the period and click an advertising aggregator determining of the frequency.
Be split as accurate advertisement set and regular price-line advertising set in step 103, by described advertising aggregator, and judge whether described accurate advertisement set is empty set; Accurate advertisement set, refer to that each advertisement in set is thrown in by accurate advertisement, it is according to advertiser and ad content that accurate advertisement is thrown in, and selects specific targeted customer and region, adopt word, picture or video three kinds of forms, accurately by advertisement putting user; Regular price-line advertising set, refers to that each advertisement in set is thrown in by regular price-line advertising, does not focus on the concrete analysis of user behavior and throw in.
At step 104, when accurate advertisement set is not empty, then throws in the iCache of the user of region from described free media advertisement and search user property; User property comprises: the keyword that user uses and the url that user browses; By user property, can determine that the natural quality of user, social property, interest attribute and shopping tendency carry out scheduling advertisement further, the advertisement that advertiser can be made like this to throw in is more accurate, thus has saved the cost of advertisement putting; User also easierly can obtain the article of oneself demand simultaneously, makes the Experience Degree of user better.
In step 105, from described accurate advertisement set, retrieval meets the advertisement subset of described user property, and judges whether described advertisement subset is empty set; When described advertisement subset is empty set, then return default advertisement.Described advertisement subset comprises: from described advertising aggregator, retrieve the keyword that described user uses, and generates AdWords subset; With the url retrieving described user browse from described AdWords subset, generate url advertisement subset.
In step 106, when described advertisement subset is not empty, the clicking rate of each advertisement in described advertisement subset is calculated; Pith as rule of bidding is from described advertisement subset, select an advertisement in step 107 by the clicking rate of each advertisement in described advertisement subset, and described advertisement is returned to described Reverse Proxy.
After step 105, when described accurate advertisement set is empty, described regular price-line advertising set is judged; When described regular price-line advertising set is empty set, then return default advertisement.
When described regular price-line advertising set is not empty, then the advertisement in described regular price-line advertising set is set priority according to clicking rate; Advertisement the highest for described regular price-line advertising set medium priority is returned to described Reverse Proxy.
With reference to shown in Fig. 2, for the present invention is by the system configuration schematic diagram of free media access DSP, the described system by free media access DSP comprises:
Receiver module 201, for receiving the free media advertisement request of the scheduling sent by Reverse Proxy;
Parsing module 202, for resolving described request, and generates an advertising aggregator according to the content after described parsing;
Split module 203, for described advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judge whether described accurate advertisement set is empty set;
Search attribute module 204, during for not being empty when described accurate advertisement set, then throwing in the iCache of the user of region from described free media advertisement and search user property;
Retrieval module 205, meets the advertisement subset of described user property for retrieval from described accurate advertisement set, and judges whether described advertisement subset is empty set;
Calculate clicking rate module 206, during for not being empty when described advertisement subset, described calculating clicking rate module is for calculating the clicking rate of each advertisement in described advertisement subset;
Returning module 207, for selecting an advertisement according to rule of bidding from described advertisement subset, and described advertisement being returned to described Reverse Proxy, described in rule of bidding include but not limited to the clicking rate of described advertisement.
It is pointed out that Reverse Proxy can be Vps Reverse Proxy, Apache Reverse Proxy also can be Nodejs Reverse Proxy, as preferably, uses Nginx Reverse Proxy.Due to Nginx performance and stability better than other Reverse Proxies, make to use Nginx also to get more and more as the website of Web (webpage) server, most of online media sites all using it as first-selected Web (webpage) front end.Simultaneously Nginx also can arrange the timing cutting etc. of IP address, open visit port and access log as required.
With reference to shown in Fig. 3, for the present invention is by the concrete rear structural representation of system resolves module of free media access DSP.In receiver module 201, the request of reception comprises: PID, Cookie and IP address; Correspondingly, the parsing described request in parsing module 202 comprises following submodule: resolving PID module 2021, for resolving described PID, and judging that whether described PID is effective; Return default module for when described PID is invalid, then return default advertisement.Resolve IP module 2022, effective for working as described PID, resolve described IP address and determine that will call described free media advertisement throws in region; With parsing Cookie module 2023, determine to call the input period of described free media advertisement for resolving described Cookie and click the frequency; The advertising aggregator that parsing module 202 generates determines by searching in the advertisement from described free media to meet described input region and meet the described input period and click the frequency.
In fractionation module 203, for described advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judge whether described accurate advertisement set is empty set; Accurate advertisement set, refer to that each advertisement in set is thrown in by accurate advertisement, it is according to advertiser and ad content that accurate advertisement is thrown in, and selects specific targeted customer and region, adopt word, picture or video three kinds of forms, accurately by advertisement putting user; Regular price-line advertising set, refers to that each advertisement in set is thrown in by regular price-line advertising, does not focus on the input of the concrete analysis of user behavior.
Searching in attribute module 204, during for not being empty when accurate advertisement set, then throwing in the iCache of the user of region from described free media advertisement and search user property; User property comprises: the keyword that user uses and the url that user browses; By user property, can determine that the natural quality of user, social property, interest attribute and shopping tendency carry out scheduling advertisement further, the advertisement that advertiser can be made like this to throw in is more accurate, thus has saved the cost of advertisement putting; User also easierly can obtain the article of oneself demand simultaneously, makes the Experience Degree of user better.
With reference to shown in Fig. 4, for the present invention is by the concrete rear structural representation of system retrieval module of free media access DSP.In retrieval module 205, meet the advertisement subset of described user property for retrieval from described accurate advertisement set, and judge whether described advertisement subset is empty set; Return default module for when described advertisement subset is empty set, then return default advertisement.Described advertisement subset comprises following submodule: keyword submodule 2051, for retrieving the keyword that described user uses from described advertising aggregator, generates AdWords subset; With url submodule 2052, for retrieving the url that described user browses from described AdWords subset, generate url advertisement subset.
In calculating clicking rate module 206, during for not being empty when described advertisement subset, calculate the clicking rate of each advertisement in described advertisement subset; The clicking rate of each advertisement in described advertisement subset using as the pith of rule of bidding for return in module 207 and select an advertisement from described advertisement subset, described advertisement is returned to described Reverse Proxy.
Judging to comprise after whether described accurate advertisement set is empty set at retrieval module 205: judge module, during for being empty when described accurate advertisement set, judging described regular price-line advertising set; Return default module for when described regular price-line advertising set is empty set, then return default advertisement.
Priority level initializing module, during for not being empty when described regular price-line advertising set, sets priority by the advertisement in described regular price-line advertising set according to clicking rate;
Return general module, for advertisement the highest for described regular price-line advertising set medium priority is returned to described Reverse Proxy.
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 range 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., by a method of free media access DSP, it is characterized in that, comprising:
Receive the free media advertisement request of scheduling sent by Reverse Proxy;
Resolve described request, and generate an advertising aggregator according to the content after described parsing;
Described advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judges whether described accurate advertisement set is empty set;
When described accurate advertisement set is not empty, then throws in the iCache of the user of region from described free media advertisement and search user property;
From described accurate advertisement set, retrieval meets the advertisement subset of described user property, and judges whether described advertisement subset is empty set;
When described advertisement subset is not empty, calculate the clicking rate of each advertisement in described advertisement subset;
According to bidding, rule selects an advertisement from described advertisement subset, and described advertisement is returned to described Reverse Proxy, described in rule of bidding include but not limited to the clicking rate of described advertisement.
2. a kind of by the method for free media access DSP as claimed in claim 1, it is characterized in that, described request comprises: PID, Cookie and IP address; Correspondingly, described parsing described request comprises:
Resolve described PID, and judge that whether described PID is effective;
When described PID is effective, then resolve described IP address and determine that will call described free media advertisement throws in region;
Resolve described Cookie determine to call the input period of described free media advertisement and click the frequency;
Described advertising aggregator searches to meet described input region and meet the described input period and click the frequency from the advertisement of described free media to determine.
3. a kind of by the method for free media access DSP as claimed in claim 1, it is characterized in that, described user property comprises: the keyword that user uses and the url that user browses; Correspondingly, described advertisement subset comprises:
From described advertising aggregator, retrieve the keyword that described user uses, generate AdWords subset; With the url retrieving described user browse from described AdWords subset, generate url advertisement subset.
4. a kind of as claimed in claim 1 the method for free media access DSP to be is characterized in that, described judge whether described accurate advertisement set is empty set step after, also comprise:
When described accurate advertisement set is empty, judge described regular price-line advertising set;
When described regular price-line advertising set is not empty, then the advertisement in described regular price-line advertising set is set priority according to clicking rate;
Advertisement the highest for described regular price-line advertising set medium priority is returned to described Reverse Proxy.
5. a kind of method free media being accessed DSP as described in claim 1 or 2 or 4, is characterized in that,
Comprise after described judgement described regular price-line advertising set step: when described regular price-line advertising set is empty set, then return default advertisement; In addition,
Describedly judge that whether described PID comprises after effective procedure: when described PID is invalid, then return default advertisement;
Describedly judge described advertisement subset comprises after whether being empty set step, when described advertisement subset is empty set, then return default advertisement.
6., by a system of free media access DSP, it is characterized in that, comprising:
Receiver module, for receiving the free media advertisement request of the scheduling sent by Reverse Proxy;
Parsing module, for resolving described request, and generates an advertising aggregator according to the content after described parsing;
Split module, for described advertising aggregator is split as accurate advertisement set and regular price-line advertising set, and judge whether described accurate advertisement set is empty set;
Search attribute module, during for not being empty when described accurate advertisement set, then throwing in the iCache of the user of region from described free media advertisement and search user property;
Retrieval module, meets the advertisement subset of described user property for retrieval from described accurate advertisement set, and judges whether described advertisement subset is empty set;
Calculate clicking rate module, during for not being empty when described advertisement subset, described calculating clicking rate module is for calculating the clicking rate of each advertisement in described advertisement subset;
Returning module, for selecting an advertisement according to rule of bidding from described advertisement subset, and described advertisement being returned to described Reverse Proxy, described in rule of bidding include but not limited to the clicking rate of described advertisement.
7. a kind of by the system of free media access DSP as claimed in claim 6, it is characterized in that, the request that described receiver module receives comprises: PID, Cookie and IP address; Correspondingly, described parsing module comprises following submodule:
Resolving PID module, for resolving described PID, and judging that whether described PID is effective;
Resolve IP module, effective for working as described PID, resolve described IP address and determine that will call described free media advertisement throws in region; With parsing Cookie module, determine to call the input period of described free media advertisement for resolving described Cookie and click the frequency;
The advertising aggregator that described parsing module generates searches to meet described input region and meet the described input period and click the frequency from the advertisement of described free media to determine.
8. a kind of as claimed in claim 6 the system of free media access DSP to be is characterized in that, described in search the user property that attribute module searches and comprise: the keyword that user uses and the url that user browses; Correspondingly, described retrieval module comprises following submodule:
Keyword submodule, for retrieving the keyword that described user uses from described advertising aggregator, generates AdWords subset; With url submodule, for retrieving the url that described user browses from described AdWords subset, generate url advertisement subset.
9. a kind of by the system of free media access DSP as claimed in claim 6, it is characterized in that, also comprise:
Judge module, during for being empty when described accurate advertisement set, judges described regular price-line advertising set;
Priority level initializing module, during for not being empty when described regular price-line advertising set, sets priority by the advertisement in described regular price-line advertising set according to clicking rate;
Return general module, for advertisement the highest for described regular price-line advertising set medium priority is returned to described Reverse Proxy.
10. a kind of by the system of free media access DSP as described in claim 6 or 7 or 9, it is characterized in that, also comprise: return default module, for returning default advertisement.
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