CN106651438A - Method of guaranteed advertisement for participating in real-time bidding and device thereof - Google Patents
Method of guaranteed advertisement for participating in real-time bidding and device thereof Download PDFInfo
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Abstract
The embodiment of the invention discloses a method of a guaranteed delivery advertisement for participating in real-time bidding and a device thereof. The method comprises the steps that the price range distribution situation of each traffic type corresponding to the directional condition in the GD advertisement is acquired; the initial price of each GD advertisement in each traffic type and the deliverable frequency are determined according to the acquisition result; the initial price is scored so as to obtain a corresponding initial evaluation score; the preset time of adjustment is performed on each initial price, and the price after each time of adjustment is scored so as to obtain the adjusted evaluation score; and the adjusted price is accepted according to the comparison result of the initial evaluation score and the adjusted evaluation score corresponding to each time of price adjustment, and the price obtained by the last time of adjustment acts as the bidding price of each GD advertisement so that the GD advertisement is enabled to participate in real-time bidding according to the bidding price. Therefore, the traffic resources in a network media platform can be configured in an optimized way so that maximization of the traffic value in the network media platform can be realized.
Description
Technical field
The application is related to Internet technical field, particularly assures that formula throws in method and dress that advertisement participates in real time bid
Put.
Background technology
With the development of Internet technology, it is wide that advertisement technology more and more turns to network by traditional television advertising field
Announcement field, in the network media promulgating advertisement conventional means that product introduction has become businessman is carried out.Video is used as network matchmaker
A kind of common form of body, also becomes the target area of advertisement putting, and the input mode of existing video ads is mainly assured
Formula throws in (Guaranteed Delivery, GD) advertisement, according to advertiser and agreement (such as, the orientation bar of network media side
Part, input requirement etc.) carry out the input of advertisement.
With the development of advertising market, new advertisement putting form, i.e. bid advertisement are occurred in that again, it is especially competing in real time
Valency (Real-time Bidding) advertisement, the flow for throwing in advertisement is obtained by ad serving side from network media side, and to advertisement
Transaction platform sends the request for throwing in advertisement, and advertisement transaction platform obtains bid advertisement from want advertisement side, and by want advertisement
The advertisement that side returns is ranked up, bids, and the advertisement putting won of then bidding is played out to network media side.
At present, if the active user for accessing the network media can match the stereotactic conditions arranged in GD advertisements, throw
GD advertisements are put, if the active user matches has been completed agreement less than the stereotactic conditions or GD advertisements arranged in GD advertisements
Input requirement, then the flowing of access of active user is considered as into residual flow, and allow the residual flow to participate in real time bid,
Such as certain GD advertisement according to existing input mode, just can complete to throw in before 10 points at night in the input requirement of certain day,
User's flowing of access so after at 10 points in evening is exactly residual flow.But, it is generally the case that the flow after at 10 points in evening
Value will be less than the Flow Value before at 10 points in evening, that is to say, that although existing advertisement putting mode disclosure satisfy that GD advertisements
Guarantor's amount demand, but not rationally do not utilize, the floating resources in distribution network media platform, in turn result in the wave of floating resources
Take.
The content of the invention
This application provides guarantee formula throws in the method and device that advertisement participates in real time bid, can be in the guarantor for meeting GD advertisements
On the basis of amount demand, the floating resources in network media platform are carried out with reasonable distribution, and then realized in network media platform
The maximization of Flow Value.
This application provides following scheme：
A kind of guarantee formula throws in the method that advertisement participates in real time bid, including：
Obtain the price range distribution situation that guarantee formula throws in the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements；
According to obtain result determine initial prices of each GD advertisement in every kind of discharge pattern and can be launched time
Number；
According to the initial prices and the number of times that can be launched, initial prices are scored with corresponding initial to obtain
Evaluate score value；
Each initial prices are performed with the adjustment of predetermined times, and the price after adjustment every time is once scored to obtain
Score value is evaluated to corresponding adjustment；
The adjustment corresponding with each price adjustment of initial evaluation score value is evaluated into score value to be compared, is connect according to comparative result
By or with predetermined probabilities receive the price after adjustment, and will for the last time adjust price the bidding as each GD advertisement for obtaining
Price, so that the GD advertisements are participated in into real time bid in advertisement transaction platform according to the bid price of each GD advertisement.
Preferably, the price range distribution that guarantee formula throws in the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements is obtained
Situation, including：
Determine the corresponding discharge pattern of stereotactic conditions in each GD advertisement；
Obtain the bid profile of the every kind of discharge pattern in preset time period；
The bid profile of every kind of discharge pattern is divided into into the price range of preset quantity；
It is that price is continuous and covering is from 0 to most by the price adjustment in the price range of the preset quantity of every kind of discharge pattern
All prices between high bid price, and using the price range of the preset quantity after adjustment as every kind of discharge pattern price
Interval distribution situation.
Preferably, each price range after adjustment includes that left end point, right endpoint and price are located at left end point and right endpoint
Between number；
According to obtain result determine initial prices of each GD advertisement in every kind of discharge pattern and can be launched time
Number, including：
A right endpoint is randomly selected in the price range of every kind of discharge pattern as the GD advertisements from each GD advertisement
Initial prices in the discharge pattern.
Preferably, determine initial prices of each GD advertisement in every kind of discharge pattern and can be thrown according to obtaining result
The number of times put, including：
Determine that the GD advertisements can be thrown in the discharge pattern according to initial prices of the GD advertisements in the discharge pattern
The number of times put.
Preferably, the judgement schematics for being scored GD advertising rates are pre-set：
Wherein, n is the quantity of GD advertisements, and i is the order of GD advertisements, and unfinish is current GD advertisements under initial prices
Do not complete throw in amount, K be present flow rate type in price range number, be current GD advertisements initial prices corresponding to
Price range ID,
According to the initial prices and the number of times that can be launched, initial prices are scored with corresponding initial to obtain
Score value is evaluated, including：
The initial evaluation of each GD advertisement is calculated according to the initial prices, the number of times that can be launched and judgement schematics
Score value.
Preferably, price range ID corresponding to the initial prices of current GD advertisements is k,
Adjustable strategies to initial prices, including：
If GD advertisements are not completed throwing in, the right endpoint of one price range of random selection is used as this from [k-x, k+y]
Price after GD advertisements adjustment；
If GD advertisements complete to throw in, the right endpoint of a price range can be randomly selected from [k-y, k+x] as this
Price after GD advertisements adjustment；
Wherein, x, y are non-zero positive integer, and x ＜ y, such as, it is 2 that x is 1, y.
Preferably, by initial evaluation score value it is corresponding with each price adjustment adjustment evaluate score value be compared, according to than
Relatively result receives or receives the price after adjustment with predetermined probabilities, including：
Initial evaluation score value evaluates score value more than adjustment, then receive the price after adjustment.
Preferably, by initial evaluation score value it is corresponding with each price adjustment adjustment evaluate score value be compared, according to than
Relatively result receives or receives the price after adjustment with predetermined probabilities, including：
Initial evaluation score value evaluates score value less than adjustment, then receive the price after adjustment according to predetermined probabilities.
A kind of guarantee formula throws in the device that advertisement participates in real time bid, including：
Acquiring unit, for obtaining the price area that guarantee formula throws in the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements
Between distribution situation；
Determining unit, for determining initial prices and energy of each GD advertisement in every kind of discharge pattern according to acquisition result
The number of times being enough launched；
First scoring unit, for according to the initial prices and the number of times that can be launched, commenting initial prices
Divide to obtain corresponding initial evaluation score value；
Second scoring unit, for each initial prices to be performed with the adjustment of predetermined times, and to the valency after adjustment every time
Lattice once to be scored and evaluate score value to obtain corresponding adjustment；
Bid price determining unit, enters for the adjustment corresponding with each price adjustment of initial evaluation score value to be evaluated into score value
Row compares, and is received according to comparative result or receives the price after adjustment with predetermined probabilities, and will for the last time adjust the valency for obtaining
Lattice are put down as the bid price of each GD advertisement so that the GD advertisements are concluded the business in advertisement according to the bid price of each GD advertisement
Real time bid is participated in platform.
According to the specific embodiment that the application is provided, this application discloses following technique effect：
By the embodiment of the present application, the price range of the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements can be first obtained
Distribution situation, and determine initial prices of each GD advertisement in every kind of discharge pattern and can be launched according to result is obtained
Then initial prices can be scored corresponding to obtain by number of times according to the initial prices and the number of times that can be launched
Then each initial prices is performed the adjustment of predetermined times by initial evaluation score value, and carries out one to the price after adjustment every time
Secondary scoring evaluates score value to obtain corresponding adjustment, evaluates further according to the adjustment corresponding with each price adjustment of initial evaluation score value
The comparative result of score value receives or receives the price after adjustment with predetermined probabilities, and will adjust for the last time the price that obtains as
The bid price of each GD advertisement, to be joined the GD advertisements in advertisement transaction platform according to the bid price of each GD advertisement
With real time bid.With this, it is capable of achieving to allow GD advertisements to participate in real time bid, makes it have selection by controlling the bid price of GD advertisements
Property it is competing must be worth relatively low flow, and relatively high flow will be worth and is sold to other advertisements for participating in real time bids, not only
The guarantor's amount demand for completing GD advertisements can be ensured, the floating resources that can also more reasonably distribute in network media platform realize network
The Flow Value of media platform maximizes, and then can be the higher ad revenue of platform band.
Certainly, the arbitrary product for implementing the application it is not absolutely required to while reaching all the above advantage.
Description of the drawings
In order to be illustrated more clearly that the embodiment of the present application or technical scheme of the prior art, below will be to institute in embodiment
The accompanying drawing that needs are used is briefly described, it should be apparent that, drawings in the following description are only some enforcements of the application
Example, for those of ordinary skill in the art, on the premise of not paying creative work, can be being obtained according to these accompanying drawings
Obtain other accompanying drawings.
Fig. 1 is that the guarantee formula that the embodiment of the present application is provided throws in the method flow diagram that advertisement participates in real time bid；
Fig. 2 is that the guarantee formula that the embodiment of the present application is provided throws in the schematic device that advertisement participates in real time bid.
Specific embodiment
Below in conjunction with the accompanying drawing in the embodiment of the present application, the technical scheme in the embodiment of the present application is carried out clear, complete
Site preparation is described, it is clear that described embodiment is only some embodiments of the present application, rather than the embodiment of whole.It is based on
Embodiment in the application, the every other embodiment that those of ordinary skill in the art are obtained belongs to the application protection
Scope.
Referring to Fig. 1, the embodiment of the present application provide firstly a kind of guarantee formula and throw in the method that advertisement participates in real time bid, can
To comprise the following steps：
S101, obtains the price range distribution feelings that guarantee formula throws in the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements
Condition.
In the present embodiment, guarantee formula is thrown in advertisement and is GD advertisements, can first determine stereotactic conditions pair in each GD advertisement
The discharge pattern answered.
The stereotactic conditions of each GD advertisement are that advertiser appoints with network media platform, therefore, we can be very
The stereotactic conditions of each GD advertisement are readily obtained, so-called stereotactic conditions can be various, can correspond to different discharge patterns, than
Such as may include area orientation (e.g., the flow of Beijing area user, flow of District of Shanghai user etc.), crowd's orientation (such as year
Age flow of male user etc. more than 20 years old).
Then, the bid profile of the every kind of discharge pattern in preset time period can be obtained.
The preset time period, can be selected according to actual needs, such as the previous day, past one week, past one month
Deng, in the present embodiment, may be selected the previous day as preset time period.
Can be by calling the bid feelings of every kind of discharge pattern of the real time bid log acquisition of the previous day in this day
Condition, every kind of discharge pattern can be designated as：Areaid, each areaid for getting can be in the bid profile of this day：
areaid：＜ price, num ＞ ＜ price, num ＞ ＜ price, num ＞ ＜ price, num ＞, wherein, price is price
And can arrange by ascending order, num is to win the number of times bidded and thrown in by the price.
Next, the bid profile of every kind of discharge pattern is divided into into the price range of preset quantity.
Such as, can by the bid profile in the areaid be divided into K it is interval, then each interval size is, puts down
Multiple price ranges are divided into, can be to retain more adjustment spaces in follow-up Stock Price Adjustment Process, in theory,
Price range is more, and the bid price finally determined is then more accurate.
Finally, by the price adjustment in the price range of the preset quantity of every kind of discharge pattern be price it is continuous and cover from
All prices between 0 to best bid price, and using the price range of the preset quantity after adjustment as every kind of discharge pattern
Price range distribution situation.
For example, reaid：The ＞ ＜ 9 of 3,4 ＞ ＜ of ＜ 6,8, the ＞ ＜ 28 of 12 ＞ ＜, 16,9 ＞ ＜ 23,6, the ＞ of 4 ＞ ＜ 100,2.
Assume that K is 5, then need averagely to be divided into 5 intervals, then the price number that each interval includes should be 9 ((4+8+
12+9+6+4+2=45)/5).
Then, we from left to right can be scanned to price range above, the price in first price range
Number is 4 (being less than 9), and the price number in second price range is 8 (being less than 9), but, first price range and second
Individual price range altogether after, price number was 12 (are more than 9), that is, met 9 number, therefore, be obtained new the
One ＞ of interval ＜ 3,6,12 (price i.e. more than or equal to 3 and less than or equal to 6 is 12)；Price in 3rd price range
Number was 12 (are more than 9), then new second interval is obtained for the ＞ of ＜ 9,9,12 (i.e. price be 9 number be 12), with
This analogizes, you can obtain following 5 intervals：
areaid：The ＞ of 23,28,10 ＞ ＜ of ＜ 3,6,12 ＞ ＜, 9,9,12 ＞ ＜, 16,16,9 ＞ ＜ 100,100,2, wherein,
Each interval includes ＜ left end points, and right endpoint, price is located at number ＞ between left end point and right endpoint.
Next, being adjusted to the price in five price ranges so as in price it is continuous and can cover from 0
All prices between best bid price (namely 100).
We from left to right can be scanned to five intervals above, and first price range is the ＞ of ＜ 3,6,12,
This interval is not covered with to 0,1,2 these three prices, reason be probably in the real time bid of the previous day nobody go out this three
Do not include these three prices in individual price, that is, real time bid daily record, but when we determined that bid price, it is also possible to
The price that these are not covered with is selected, it would therefore be desirable to be adjusted to this price range so as to cover 0,1,2
These three prices, can be adjusted to the ＞ of ＜ 0,6,12 (i.e. more than or equal to 0 and price totally 12) less than or equal to 6；Second price
Interval is the ＞ of ＜ 9,9,12, in order to the price for realizing first, second price range it is continuous, therefore, but it is adjusted to ＜ 6,9,
12 ＞, by that analogy, you can the price range after being adjusted is as follows：
areaid：The ＞ of 16,28,10 ＞ ＜ of ＜ 0,6,12 ＞ ＜, 6,9,12 ＞ ＜, 9,16,9 ＞ ＜ 28,100,2.
To all of areaid, we carry out same operation, and with the price range for obtaining every kind of discharge pattern feelings are distributed
Condition, thinks and determine in subsequent step that the bid price of GD advertisements does basis.
S102, determines initial prices of each GD advertisement in every kind of discharge pattern and can be launched according to result is obtained
Number of times.
Because the input requirement of GD advertisements is that advertiser and network media platform are appointed in advance, therefore can be very square
Obtaining just.
Hypothesis has three GD advertisements, respectively：GD1, GD2, GD3, its input requirement is respectively：
D1 (such as 100 times), D2 (2000 times), D3 (500 times).
Wherein, the corresponding discharge pattern of GD1 stereotactic conditions is：Areaid1 (such as, the access streams of Beijing area user
Amount), areaid2 (such as, the flowing of access of District of Shanghai user), the corresponding discharge pattern of stereotactic conditions of GD2 is areaid2
(such as, the flowing of access of District of Shanghai user), the corresponding discharge pattern of stereotactic conditions of GD3 is areaid1 (such as, Beijing
The access type of regional user).
According to S101, we can obtain the price range distribution situation of areaid1 and areaid2, such as can be：
The price range distribution situation of areaid1：＜ l1, r1, n1 ＞ ＜ l2, r2, n2 ＞ ＜ l3, r3, n3 ＞ ＜ l4,
R4, n4 ＞ ＜ l5, r5, n5 ＞ ＜ l6, r6, n6 ＞ ＜ l7, r7, n7 ＞；
The price range distribution situation of areaid2：＜ l1, r1, n1 ＞ ＜ l2, r2, n2 ＞ ＜ l3, r3, n3 ＞ ＜ l4,
R4, n4 ＞ ＜ l5, r5, n5 ＞ ＜ l6, r6, n6 ＞ ＜ l7, r7, n7 ＞.
Based on this, we can randomly select a right endpoint from each GD advertisement in the price range of every kind of discharge pattern
Used as the initial prices of the GD advertisements in the discharge pattern, for example, the initial prices of GD1 are r4 in areaid1,
The initial prices of GD3 are r6 in areaid1, and the initial prices of GD1 are r2 in areaid2, and GD2's is initial in areaid2
Price is r5.
First, it is that GD advertisements determine an initial prices, is that the logic of overall plan according to embodiments of the present invention is determined
, because we are most starting to be not aware that suitable as bid price at what price, first an initial valency is selected at random without hesitation
Lattice, judgement schematics that then can be in subsequent step are adjusted；Secondly, from the right-hand member of the price range of every kind of discharge pattern
Initial prices selection is carried out in point, be it is selected interval and less than the interval magnitude in order to obtain, such as, and from ＜ 0,6,
In the ＞ of 12 ＞ ＜, 6,9,12 ＞ ＜ 9,16,9, it is initial prices to select the right endpoint 16 in the 3rd interval, then it is believed that can
It is launched the magnitude that number of times is exactly 12+12+9.
Next, according to the initial prices of the GD advertisements in the discharge pattern GD advertisements can be determined in the discharge pattern
In the number of times that can be launched.
Because on areaid1, the initial prices selected to GD1 are r4, and it is higher than r1, r2, r3, then we can be with
Think that the number of times that GD1 can be launched is n1, n2, n3, n4, be r6 to the initial prices that GD3 is selected, it is higher than r1, r2, r3,
R4, r5, then one can consider that number of times that GD3 can be launched is n1, n2, n3, n4, n5, n6, but, due to n1, n2,
The number of times of n3, n4 needs to distribute to two advertisements of GD1 and GD3, so, can according to Principle of Average Allocation, GD1 and GD3 in n1,
The number of times of n2, n3, n4 respectively accounts for half.
Thus it is obtained, the number of times that GD1 can be launched in areaid1 can be：0.5*n1+0.5*n2+0.5*n3
+ 0.5*n4, the number of times that can be launched in areaid2 is：0.5*n1+0.5*n2, GD2 can be thrown in areaid2
The number of times put is：The number of times that 0.5*n1+0.5*n2+n3+n4+n5, GD3 can be launched in areaid1 can be：0.5*
N1+0.5*n2+0.5*n3+0.5*n4+n5+n6.
Initial prices, according to the initial prices and the number of times that can be launched, are evaluated to obtain correspondence by S103
Initial evaluation score value.
In the present embodiment, the judgement schematics for being scored GD advertising rates can be pre-set, with according to described
Initial prices, the number of times that can be launched, judgement schematics are calculating the initial evaluation score value of each GD advertisement, the initial evaluation point
Value is less, then can illustrate that current bidding strategy is better.
Wherein, the judgement schematics can be：
Wherein, n is the quantity of GD advertisements, and i is the order (i-th GD advertisement) of GD advertisements, and unfinish is that current GD is wide
(such as, the input requirement of agreement is 1000 times, can be thrown under initial prices to accuse the unfinished amount thrown under initial prices
The number of times put be 700 times, then do not complete throw in amount be 300 times), K be present flow rate type in price range number (such as
5), be current GD advertisements initial prices corresponding to price range ID (initial prices are r3, then for 3).
Each initial prices is performed the adjustment of predetermined times by S104, and the price after adjustment every time is once commented
Divide and evaluate score value to obtain corresponding adjustment.
In the present embodiment, a price adjustment policy can be set, with to each GD advertisement in every kind of discharge pattern
Initial prices be adjusted, wherein, adjustment number of times can be set according to the actual requirements, such as may be set to 100 times, i.e. root
Each initial prices are performed with 100 adjustment according to the price adjustment policy.
Such as, can set price range ID corresponding to the initial prices of current GD advertisements as k (such as r4, then k is for 4),
If GD advertisements do not complete and throw in (can be known according to the input requirement of agreement and the number of times that can be launched input complete with
It is no), then the right endpoint of a price range can be randomly choosed from [k-x, k+y] as the price after GD advertisements adjustment.
Wherein, x, y are non-zero positive integer, and x ＜ y, such as, it is 2 that x is 1, y, then can be from price range 3 to price range 6
The right endpoint of one price range of middle random selection is used as the price after the GD advertisements adjustment.
If GD advertisements complete to throw in, the right endpoint of a price range can be randomly selected from [k-y, k+x] as this
Price after GD advertisements adjustment.
Such as, x be 1, y be 2, then can from the 2nd price range to the 5th price range in randomly choose a price area
Between right endpoint as the price after GD advertisements adjustment.
S105, evaluates the adjustment corresponding with each price adjustment of initial evaluation score value score value and is compared, according to comparing
As a result receive or receive the price after adjustment with predetermined probabilities, and will for the last time adjust the price for obtaining as each GD advertisement
Bid price, so that the GD advertisements are participated in in real time competing in advertisement transaction platform according to the bid price of each GD advertisement
Valency.
It is can to carry out price adjustment, Ran Houke according to above-mentioned price adjustment policy to each GD advertisement implementing
Evaluate score value to go out a corresponding adjustment according to the calculation of price after every time adjustment, we can according to initial evaluation score value with
Each adjustment evaluates the comparative result of score value and carries out subsequent operation.
A kind of situation is that initial evaluation score value evaluates score value more than adjustment, then it is believed that the price after adjustment is better than initial
Price, can directly receive the price after adjusting.
Another situation is that initial evaluation score value evaluates score value less than adjustment, then it is believed that the price after adjustment is inferior to just
Beginning price, then can receive the price after adjustment according to predetermined probabilities, so be to prevent the price for finally obtaining from being locally most
Excellent solution, rather than globally optimal solution.
Wherein, the determination formula of probability can be：
The initial value of T is 1, and T value is multiplied by 0.95, i.e. T_new=T_ on last round of T value basis when calculating every time
Old*0.95.
By the embodiment of the present application, the price range of the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements can be first obtained
Distribution situation, and determine initial prices of each GD advertisement in every kind of discharge pattern and can be launched according to result is obtained
Then initial prices can be scored corresponding to obtain by number of times according to the initial prices and the number of times that can be launched
Then each initial prices is performed the adjustment of predetermined times by initial evaluation score value, and carries out one to the price after adjustment every time
Secondary scoring evaluates score value to obtain corresponding adjustment, evaluates further according to the adjustment corresponding with each price adjustment of initial evaluation score value
The comparative result of score value receives or receives the price after adjustment with predetermined probabilities, and will adjust for the last time the price that obtains as
The bid price of each GD advertisement, to be joined the GD advertisements in advertisement transaction platform according to the bid price of each GD advertisement
With real time bid.With this, it is capable of achieving to allow GD advertisements to participate in real time bid, makes it have selection by controlling the bid price of GD advertisements
Property it is competing must be worth relatively low flow, and relatively high flow will be worth and is sold to other advertisements for participating in real time bids, not only
The guarantor's amount demand for completing GD advertisements can be ensured, the floating resources that can also more reasonably distribute in network media platform realize network
The Flow Value of media platform maximizes, and then can be the higher ad revenue of platform band.
Corresponding with the method that the guarantee formula provided in previous embodiment throws in advertisement participation real time bid, the application is implemented
Example additionally provides a kind of guarantee formula and throws in the device that advertisement participates in real time bid, and referring to Fig. 2, the device can include：
Acquiring unit 21, can be used to obtain the valency that guarantee formula throws in the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements
Lattice interval distribution situation.
In the present embodiment, the acquiring unit 21, can be specifically for：
Determine the corresponding discharge pattern of stereotactic conditions in each GD advertisement；
Obtain the bid profile of the every kind of discharge pattern in preset time period；
The bid profile of every kind of discharge pattern is divided into into the price range of preset quantity；
It is that price is continuous and covering is from 0 to most by the price adjustment in the price range of the preset quantity of every kind of discharge pattern
All prices between high bid price, and using the price range of the preset quantity after adjustment as every kind of discharge pattern price
Interval distribution situation.
Determining unit 22, can be used to determine each initial prices of GD advertisements in every kind of discharge pattern according to acquisition result
And the number of times that can be launched.
In actual applications, each price range after adjustment may include that left end point, right endpoint and price are located at left end point
Number and right endpoint between, based on this,
The determining unit 22, can be specifically for：
A right endpoint is randomly selected in the price range of every kind of discharge pattern as the GD advertisements from each GD advertisement
Initial prices in the discharge pattern, and the initial prices according to GD advertisements in the discharge pattern determine the GD advertisements at this
The number of times that can be launched in discharge pattern.
First scoring unit 23, can be used to, according to the initial prices and the number of times that can be launched, enter initial prices
Row scores to obtain corresponding initial evaluation score value.
In specifically reality, the judgement schematics for being scored GD advertising rates can be pre-set：
Wherein, n is the quantity of GD advertisements, and i is the order of GD advertisements, and unfinish is current GD advertisements under initial prices
Do not complete throw in amount, K be present flow rate type in price range number, be current GD advertisements initial prices corresponding to
Price range ID,
Based on this, the first scoring unit 23 can be specifically for：According to the initial prices, can be launched time
Number and judgement schematics are calculating the initial evaluation score value of each GD advertisement.
Second scoring unit 24, can be used to perform each initial prices the adjustment of predetermined times, and to adjustment every time after
Price once scored with obtain it is corresponding adjustment evaluate score value.
Price range ID corresponding to the initial prices of current GD advertisements can be set as k, based on this, the tune to initial prices
Whole strategy, can be：
If GD advertisements are not completed throwing in, the right endpoint of one price range of random selection is used as this from [k-x, k+y]
Price after GD advertisements adjustment；
If GD advertisements complete to throw in, the right endpoint of a price range can be randomly selected from [k-y, k+x] as this
Price after GD advertisements adjustment；
Wherein, x, y are non-zero positive integer, and x ＜ y, such as, it is 2 that x is 1, y.
Bid price determining unit 25, can be used to evaluate the adjustment corresponding with each price adjustment of initial evaluation score value and divides
Value is compared, and is received according to comparative result or receives the price after adjustment with predetermined probabilities, and last time adjustment is obtained
Price as each GD advertisement bid price, so as to according to the bid price of each GD advertisement by the GD advertisements advertisement hand over
Easily participate in real time bid in platform.
In the present embodiment, if comparative result is initial evaluation score value evaluates score value more than adjustment, tune can directly be received
Price after whole.
If comparative result is initial evaluation score value evaluates score value less than adjustment, according to predetermined probabilities the valency after adjustment is received
Lattice,
Wherein, the determination formula of probability can be：
The initial value of T is 1, and T value is multiplied by 0.95, i.e. T_new=T_ on last round of T value basis when calculating every time
Old*0.95.
By the embodiment of the present application, the price range of the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements can be first obtained
Distribution situation, and determine initial prices of each GD advertisement in every kind of discharge pattern and can be launched according to result is obtained
Then initial prices can be scored corresponding to obtain by number of times according to the initial prices and the number of times that can be launched
Then each initial prices is performed the adjustment of predetermined times by initial evaluation score value, and carries out one to the price after adjustment every time
Secondary scoring evaluates score value to obtain corresponding adjustment, evaluates further according to the adjustment corresponding with each price adjustment of initial evaluation score value
The comparative result of score value receives or receives the price after adjustment with predetermined probabilities, and will adjust for the last time the price that obtains as
The bid price of each GD advertisement, to be joined the GD advertisements in advertisement transaction platform according to the bid price of each GD advertisement
With real time bid.With this, it is capable of achieving to allow GD advertisements to participate in real time bid, makes it have selection by controlling the bid price of GD advertisements
Property it is competing must be worth relatively low flow, and relatively high flow will be worth and is sold to other advertisements for participating in real time bids, not only
The guarantor's amount demand for completing GD advertisements can be ensured, the floating resources that can also more reasonably distribute in network media platform realize network
The Flow Value of media platform maximizes, and then can be the higher ad revenue of platform band.
As seen through the above description of the embodiments, those skilled in the art can be understood that the application can
Realize by the mode of software plus required general hardware platform.Based on such understanding, the technical scheme essence of the application
On prior art is contributed part in other words can be embodied in the form of software product, the computer software product
Can be stored in storage medium, such as ROM/RAM, magnetic disc, CD, including some instructions are used so that a computer equipment
(can be personal computer, server, either network equipment etc.) performs some of each embodiment of the application or embodiment
Method described in part.
Each embodiment in this specification is described by the way of progressive, identical similar portion between each embodiment
Divide mutually referring to what each embodiment was stressed is the difference with other embodiment.Especially for system or
For system embodiment, because it is substantially similar to embodiment of the method, so describing fairly simple, related part is referring to method
The part explanation of embodiment.System and system embodiment described above is only schematic, wherein the conduct
Separating component explanation unit can be or may not be it is physically separate, can be as the part that unit shows or
Person may not be physical location, you can be located at a place, or can also be distributed on multiple NEs.Can be with root
The factually purpose for needing to select some or all of module therein to realize this embodiment scheme on border.Ordinary skill
Personnel are not in the case where creative work is paid, you can to understand and implement.
Above the method and device that advertisement participates in real time bid is thrown in guarantee formula provided herein, carried out in detail
Introduce, specific case used herein is set forth to the principle and embodiment of the application, the explanation of above example
It is only intended to help and understands the present processes and its core concept；Simultaneously for one of ordinary skill in the art, according to this
The thought of application, will change in specific embodiments and applications.In sum, this specification content should not
It is interpreted as the restriction to the application.
Claims (9)
1. a kind of guarantee formula throws in the method that advertisement participates in real time bid, it is characterised in that include：
Obtain the price range distribution situation that guarantee formula throws in the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements；
Determine initial prices of each GD advertisement in every kind of discharge pattern and the number of times that can be launched according to result is obtained；
According to the initial prices and the number of times that can be launched, initial prices are scored to obtain corresponding initial evaluation
Score value；
Each initial prices are performed with the adjustment of predetermined times, and right to obtain once is scored to the price after adjustment every time
Score value is evaluated in the adjustment answered；
By initial evaluation score value it is corresponding with each price adjustment adjustment evaluate score value be compared, according to comparative result receive or
Receive the price after adjustment with predetermined probabilities, and will for the last time adjust the valency of bidding of the price that obtains as each GD advertisement
Lattice, so that the GD advertisements are participated in into real time bid in advertisement transaction platform according to the bid price of each GD advertisement.
2. method according to claim 1, it is characterised in that obtaining guarantee formula, to throw in stereotactic conditions in GD advertisements corresponding
The price range distribution situation of every kind of discharge pattern, including：
Determine the corresponding discharge pattern of stereotactic conditions in each GD advertisement；
Obtain the bid profile of the every kind of discharge pattern in preset time period；
The bid profile of every kind of discharge pattern is divided into into the price range of preset quantity；
It is that price is continuous and cover from 0 to being most higher by by the price adjustment in the price range of the preset quantity of every kind of discharge pattern
All prices between valency price, and using the price range of the preset quantity after adjustment as every kind of discharge pattern price range
Distribution situation.
3. method according to claim 2, it is characterised in that each price range after adjustment includes left end point, right-hand member
Point and price are located at the number between left end point and right endpoint；
Determine initial prices of each GD advertisement in every kind of discharge pattern and the number of times that can be launched, bag according to result is obtained
Include：
A right endpoint is randomly selected in the price range of every kind of discharge pattern as the GD advertisements at this from each GD advertisement
Initial prices in discharge pattern.
4. method according to claim 3, it is characterised in that determine each GD advertisement in every kind of flow according to result is obtained
Initial prices in type and the number of times that can be launched, including：
Determine what the GD advertisements can be launched in the discharge pattern according to initial prices of the GD advertisements in the discharge pattern
Number of times.
5. method according to claim 3, it is characterised in that pre-set for commenting for being scored GD advertising rates
Valency formula：
Wherein, n is the quantity of GD advertisements, and i is the order of GD advertisements, and unfinish is that current GD advertisements are not complete under initial prices
Into throw in amount, K be present flow rate type in price range number, be current GD advertisements initial prices corresponding to price
Interval ID,
According to the initial prices and the number of times that can be launched, initial prices are scored to obtain corresponding initial evaluation
Score value, including：
The initial evaluation point of each GD advertisement is calculated according to the initial prices, the number of times that can be launched and judgement schematics
Value.
6. method according to claim 3, it is characterised in that the price range corresponding to the initial prices of current GD advertisements
ID is k,
Adjustable strategies to initial prices, including：
If GD advertisements are not completed throwing in, the right endpoint of one price range of random selection is wide as the GD from [k-x, k+y]
Accuse the price after adjustment；
If GD advertisements complete to throw in, the right endpoint that a price range can be randomly selected from [k-y, k+x] is wide as the GD
Accuse the price after adjustment；
Wherein, x, y are non-zero positive integer, and x ＜ y, such as, it is 2 that x is 1, y.
7. method according to claim 1, it is characterised in that by initial evaluation score value tune corresponding with each price adjustment
Whole evaluation score value is compared, and is received according to comparative result or receives the price after adjustment with predetermined probabilities, including：
Initial evaluation score value evaluates score value more than adjustment, then receive the price after adjustment.
8. method according to claim 1, it is characterised in that by initial evaluation score value tune corresponding with each price adjustment
Whole evaluation score value is compared, and is received according to comparative result or receives the price after adjustment with predetermined probabilities, including：
Initial evaluation score value evaluates score value less than adjustment, then receive the price after adjustment according to predetermined probabilities.
9. a kind of guarantee formula throws in the device that advertisement participates in real time bid, it is characterised in that include：
Acquiring unit, for obtaining the price range point that guarantee formula throws in the corresponding every kind of discharge pattern of stereotactic conditions in GD advertisements
Cloth situation；
Determining unit, for determining initial prices of each GD advertisement in every kind of discharge pattern and can be by according to obtaining result
The number of times of input；
First scoring unit, for according to the initial prices and the number of times that can be launched, initial prices are scored with
Obtain corresponding initial evaluation score value；
Second scoring unit, for each initial prices to be performed with the adjustment of predetermined times, and enters to the price after adjustment every time
Row once to score and evaluate score value to obtain corresponding adjustment；
Bid price determining unit, is compared for the adjustment corresponding with each price adjustment of initial evaluation score value to be evaluated into score value
Compared with, received according to comparative result or receive the price after adjustment with predetermined probabilities, and will for the last time adjust the price work for obtaining
For the bid price of each GD advertisement, so as to according to the bid price of each GD advertisement by the GD advertisements in advertisement transaction platform
Participate in real time bid.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201611043401.0A CN106651438A (en) | 2016-11-23 | 2016-11-23 | Method of guaranteed advertisement for participating in real-time bidding and device thereof |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201611043401.0A CN106651438A (en) | 2016-11-23 | 2016-11-23 | Method of guaranteed advertisement for participating in real-time bidding and device thereof |
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|---|---|
| CN106651438A true CN106651438A (en) | 2017-05-10 |
Family
ID=58812568
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| CN201611043401.0A Pending CN106651438A (en) | 2016-11-23 | 2016-11-23 | Method of guaranteed advertisement for participating in real-time bidding and device thereof |
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Cited By (3)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107766993A (en) * | 2017-11-15 | 2018-03-06 | 李宝忠 | A kind of service management and system |
| CN108495199A (en) * | 2018-03-01 | 2018-09-04 | 西安万像电子科技有限公司 | The processing method and system of multi-medium data |
| CN110766427A (en) * | 2018-07-25 | 2020-02-07 | 阿里巴巴集团控股有限公司 | Advertisement bidding method and system |
-
2016
- 2016-11-23 CN CN201611043401.0A patent/CN106651438A/en active Pending
Cited By (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107766993A (en) * | 2017-11-15 | 2018-03-06 | 李宝忠 | A kind of service management and system |
| CN108495199A (en) * | 2018-03-01 | 2018-09-04 | 西安万像电子科技有限公司 | The processing method and system of multi-medium data |
| CN110766427A (en) * | 2018-07-25 | 2020-02-07 | 阿里巴巴集团控股有限公司 | Advertisement bidding method and system |
| CN110766427B (en) * | 2018-07-25 | 2023-07-21 | 阿里巴巴华东有限公司 | Advertisement bidding method and system |
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