CN106846062A - A kind of control method, the advertisement transaction platform of the advertisement exposure frequency - Google Patents
A kind of control method, the advertisement transaction platform of the advertisement exposure frequency Download PDFInfo
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Abstract
The embodiment of the invention discloses a kind of control method, the advertisement transaction platform of the advertisement exposure frequency, advertisement frequency control can be carried out across screen.Present invention method includes：Advertisement transaction platform ADX obtains the corresponding ID of user equipment according to the ad-request that user equipment is initiated, obtain the corresponding advertisement for having reached the frequency control upper limit of the ID, ADX determines the targeted advertisements of request of answering an advertisement, the targeted advertisements include having filtered out the advertisement obtained after the advertisement for having reached the frequency control upper limit, afterwards, targeted advertisements are sent to targeted customer and identify the corresponding user equipment by ADX.The embodiment of the present invention is, by one user of ID unique mark, frequency control to be carried out by ID, therefore, it is possible to carry out the advertisement frequency control across screen, will not be directed to the advertisement putting that identical user is repeated, so as to lift advertisement frequency control precision.
Description
Technical field
The application is related to internet arena, more particularly to a kind of control method, the advertisement transaction platform of the advertisement exposure frequency.
Background technology
Advertisement transaction platform (advertisement exchange, ADX) provides the buyer that transaction platform is concluded the business by advertisement
(advertiser) and the seller (advertisement position owning side) are liberally concluded the business.ADX is connected to the party in request's platform for serving advertiser
Supplier's platform (Supply Side Platform, SSP) of (Demand-Side Platform, DSP) and advertisement owning side.
Advertiser can be exposed frequency control in DSP sides to advertisement, and implementation process is：Advertiser delivers wide in DSP
During announcement, under each advertisement group, corresponding frequency control cycle and frequency control number of times can be set, wherein, advertisement group includes a plurality of wide
Accuse, it recognizes that different advertisements browse user by the device number (Device ID) of user's operation terminal.Such as to certain advertisement group
5 advertisements that 1 user at most sees in the advertisement group daily are set, and the treatment logic of rear end is the advertisement under each device number
After the exposure frequency of the advertisement of group reaches 5, the advertisement of the advertisement group is just no longer returned to this device number.
It is this at present to be only capable of single being set based on what advertisement browsed that user uses by way of device number carries out frequency control
It is standby to carry out frequency control, it is impossible to support frequency control of the multiple terminals under scene is shielded.
The content of the invention
A kind of control method, the advertisement transaction platform of the advertisement exposure frequency are the embodiment of the invention provides, can be right across shielding
Advertisement carries out frequency control, lifting advertisement frequency control precision.
In a first aspect, the embodiment of the invention provides a kind of control method of the advertisement exposure frequency, the method includes：
Advertisement transaction platform ADX obtains the corresponding ID of user equipment according to the ad-request that user equipment is initiated,
Obtain that the ID is corresponding to have reached the advertisement that frequency controls the upper limit, ADX determines the answer an advertisement targeted advertisements of request, the mesh
Mark advertisement includes having filtered out the advertisement obtained after the advertisement for having reached the frequency control upper limit, and afterwards, ADX sends out targeted advertisements
Deliver to targeted customer and identify the corresponding user equipment.
Second aspect, the embodiment of the invention provides a kind of advertisement transaction platform, and the advertisement transaction platform includes：
ID acquisition module, the ad-request for being initiated according to user equipment obtains the corresponding user of user equipment
Mark；
Frequency control upper limit advertisement acquisition module is reached, ID is corresponding to have reached the advertisement that frequency controls the upper limit for obtaining；
Targeted advertisements determining module, the targeted advertisements of request of being answered an advertisement for determination, targeted advertisements include having filtered
Fall the advertisement obtained after the advertisement for having reached the frequency control upper limit；
Sending module, for targeted advertisements to be sent into user equipment.
The third aspect, the embodiment of the invention provides a kind of ad trafficking system, and the system includes：
The advertisement transaction platform that party in request's platform, user equipment and second aspect are provided.
As can be seen from the above technical solutions, the embodiment of the present invention has advantages below：
Advertisement transaction ADX is corresponding according to the ad-request acquisition user equipment that user equipment is initiated in the embodiment of the present invention
ID, obtains that the ID is corresponding reach the advertisement that frequency controls the upper limit, ADX determinations answer an advertisement request target it is wide
Accuse, the targeted advertisements include having filtered out the advertisement for reach and having been obtained after the advertisement for controlling the upper limit frequently, afterwards, ADX is by mesh
Mark advertisement sends to targeted customer and identifies the corresponding user equipment.The embodiment of the present invention is not to carry out advertisement frequently by device number
Secondary control, but by one user of ID unique mark, frequency control is carried out by ID.Under this kind of mode,
When same user is using multiple user equipmenies, will be identified that same user is controlled, for advertiser, this hair
The advertisement exposure frequency control method of bright embodiment can carry out the advertisement exposure frequency control across screen, will not be used for identical
The advertisement putting that family is repeated, lifting advertisement frequency control precision.
Brief description of the drawings
Fig. 1 is ad trafficking system structural representation in the embodiment of the present invention.
Fig. 2 is advertisement transaction flow schematic diagram in the embodiment of the present invention；
Fig. 3 is embodiment of the present invention intermediate frequency control configuration information schematic diagram；
Fig. 4 is the method flow diagram of advertisement exposure frequency control in the embodiment of the present invention；
Fig. 5 is ID collection process schematic in the embodiment of the present invention；
Fig. 6 is the information exchange flow chart between advertisement exposure each module of frequency control system in the embodiment of the present invention；
Fig. 7 is the functional module structure figure of the advertisement transaction platform in the embodiment of the present invention；
Fig. 8 is the corresponding server hardware structure chart of advertisement transaction platform in the embodiment of the present invention.
Specific embodiment
In order that the technical scheme and beneficial effect of the embodiment of the present invention are clearer, below in conjunction with accompanying drawing to of the invention real
Example is applied to be further elaborated.
Fig. 1 is ad trafficking system structural representation in the embodiment of the present invention, including advertisement transaction platform ADX, party in request
Platform DSP and supplier's platform SSP.Advertisement transaction platform is connected to multiple party in request's platforms and multiple supplier's platforms, and allowing needs
The advertiser of the side's of asking platform and the ad traffic owning side of supplier's platform carry out the transaction of justice.
As shown in figure 1, DSP provides service for the advertiser of every profession and trade, advertiser can set advertisement in DSP platform
Target audience, delivers the information such as region, advertisement bid.SSP is the platform for possessing media resource and customer flow, for example：It is major
The internet platforms such as portal website, each social software, electric business class website, video website, SSP platforms provide ad spot information, wish
Each flow can be reached maximum value by prestige.For advertiser, ADX collections treatment belongs to advertising objective client's
Data, the advertising resource for meeting demand is bought in self-defined orientation, bid and budget on appropriate opportunity.
When a user accesses the advertisement position page on a user device, SSP sends ad-request to ADX, and SSP is advertisement
The specifying information of position, such as affiliated website, lowest offer and by the customer attribute information that is obtained after analysis transmit to
Each DSP, each DSP start to bid this showing advertisement, and the victor that bids can just allow the showing advertisement of oneself at this
On individual advertisement position, and then user is allowed to see.
Example shown in Fig. 2 is that a user interested in automobile accesses website, and each auto vendor of DSP ends is to this
User launches the process of contention.When user browses the website of addition SSP, SSP websites by the user with
The attribute of family local terminal reports the data analysis user, identifies that the user is interested in automobile.Afterwards, SSP will be included
The advertisement position code of ad spot information is sent to ADX, and advertisement position code includes the attribute of the user of current accessed, advertisement position chi
The bid request for carrying ad spot information is respectively sent to DSP1, DSP2 and DSP3 by the information such as very little, lowest offer, ADX.Respectively
DSP bids to the advertisement position, and as shown in Figure 2, thousand exposure unit prices that DSP1 goes out to the advertisement position are 5 yuan, DSP2 goes out
Thousand exposure unit prices be 3 yuan, go out thousand times exposure unit prices of DSP3 are 8 yuan.ADX determines the person DSP1 high that bids according to bid ranking
The advertising display chance of the advertisement position is obtained, the ad code for carrying advertising message is sent to ADX by DSP1, and the advertising message is
Advertisement on automobile, the attributes match with user.The ad code is sent to SSP by ADX, the page for finally being browsed in user
The automotive advertising of upper displaying DSP1.
Advertisement exposure refers to that advertisement is generated to certain user and once represented, on advertisement transaction platform, be according to exposure come
With advertiser's computational costs.Certain advertisement is the exposure frequency to the exposure frequency of certain user in the certain hour cycle, and advertiser exists
Paid special attention in advertisement putting advertisement to each user multiple terminals the exposure frequency, it is desirable to can ensure produce brand shadow
Budget is saved while ringing power.Therefore advertiser needs to carry out frequency control to the exposure of advertisement, for example：Control certain advertisement 1 day
It is interior for each user it is most 3 times exposure.
As the speed that renewal of the equipment is regenerated is accelerated, the frequency of user's more exchange device is more and more faster, averagely every 3 years will be more
A new equipment, separately with the reduction of mobile device price, certain customers have purchased multiple mobile devices, by a device number
A user can not have been uniquely identified.And be contrasted, since the day of registration, most of user can continue user
Ground uses an ID in multiple terminals.ID in the embodiment of the present invention can be for for example：No. QQ, micro-signal,
The social mark (identification, ID) such as microblog account, facebook accounts, can also be email address, user mobile phone
The energy cross-terminal such as number identifies the account of user identity.
So comparing device number, the stability of ID is stronger.And from privacy of user angle, it is very rare many
Individual user compared to device number, use is uniquely identified using ID using the situation of same ID (social ID)
Family and to be exposed frequency control more suitable.
The shortcoming for carrying out advertisement exposure frequency control using device number also has one, due to PC (Personal
Computor, PC) there is no device number information, so can not support that the joint frequency of PC and mobile device is controlled.And user is in PC and shifting
Dynamic equipment can all use identical ID, it is possible to using ID for the unique mark of user carries out the connection across screen
Sum of fundamental frequencies control.
The control method of the advertisement exposure frequency of the embodiment of the present invention is carried out across screen control based on ID, can be real
Realize that advertiser wants to reach across screen frequency control effect.
The control method to the advertisement exposure frequency of the embodiment of the present invention describes in detail below.
It should be noted that the ID in the embodiment of the present invention can be social activity ID, for example：No. QQ, it is micro-signal, micro-
The social activity ID such as rich account, facebook accounts, can also be that email address, subscriber phone number etc. can cross-terminal mark user's bodies
The account of part.For convenience of description, the embodiment of the present invention is illustrated so that ID is social activity ID as an example.
User equipment in the embodiment of the present invention includes PC equipment and mobile device, mobile device include mobile phone, PAD, can
The smart machines such as Wearable, car-mounted terminal.
As shown in figure 3, for mobile device, the ADX in the embodiment of the present invention is collected and is stored ID and set with movement
Corresponding relation between standby device number, the device number of ID and mobile device is stored to ID mapping table, should
ID mapping table is supported to provide required data across screen frequency control.
Each mobile device has corresponding device number, and for the mobile device of Andoroid systems, device number is to add
Close International Mobile Equipment Identity code (International Mobile Equipment Identity, IMEI), for IOS
The mobile device of system, device number can use advertisement indications (identifier For Advertising, IDFA).
If be mounted with the application program for using certain social ID to log on user's mobile device, certain User logs in application
The device number of the social ID of the user and mobile device is reported to ADX by program, the application program, and ADX is by the social activity of the user
ID is preserved to ID mapping table with the mapping relations of device number.
For example：Certain user has logged in certain APP on mobile phone using QQ accounts, the APP by the device number of current phone with
The QQ accounts of the user are reported to ADX, ADX that the mapping relations of device number and QQ accounts are saved in into ID mapping table, supply
Frequency control is used.
If in addition, having mapping relations between different types of multiple ID, different types of multiple users mark
Knowledge can identify same user, then can set up multiple ID and device number according to different types of multiple ID
Between mapping relations.
So that ID is No. QQ as an example, if No. QQ of certain user has mapping relations and micro-signal between, when the user exists
QQ application programs were not installed on mobile phone, but certain APP had been logged in by micro-signal, the APP can be by the equipment of current phone
Number ADX is reported to the micro-signal of the user, ADX can be somebody's turn to do by inquiring about the mapping relations between micro-signal and No. QQ
Micro-signal is corresponding No. QQ, this No. QQ, the mapping relations between micro-signal and device number is set up, so that frequency control is used.
For PC equipment, PC does not have device number information, but user can use identical social activity ID in PC and mobile device,
So can carry out being controlled across the joint frequency of screen using social activity ID.
Fig. 4 is the method flow diagram of advertisement exposure frequency control in the embodiment of the present invention, and detailed process is as follows：
401st, ADX obtains the corresponding ID of user equipment according to the ad-request that user equipment is initiated；
APP on User logs in user equipment, or when accessing webpage, if the APP or the web sites add SSP and put down
Platform, then APP or web sites in the ad-request that the user equipment sends to ADX, the really user equipment send to ADX
Ad-request.
The ad-request includes the information such as ad spot information, facility information and user profile.
Wherein, ad spot information at least includes advertisement position reserve price.Optionally, ad spot information can also include the advertisement position
The industry of filtering is needed, for example：The advertisement position need to filter the advertisement of electric business industry；Optionally, ad spot information can also include
The information such as advertisement position size, advertisement position classification, the URL of advertisement position.
Facility information at least includes device number.Optionally, facility information can also classify including APP, for example：The advertisement position
It is the advertisement position on APP, the APP belongs to game class APP；Optionally, facility information can also include the operation system of the device number
System type is (for example：Operating system is Android) etc. information.
User profile at least includes IP address.Optionally, user profile can also include ID, for example：No. QQ；Can
Choosing, user profile can also be including the region residing for user, information etc. user property.
If carrying ID (such as carrying No. QQ) in ad-request, ADX is obtained from the ad-request
The ID.
If without ID is carried in ad-request, ADX obtains the device number of user equipment, root from ad-request
The ID mapping table shown in Fig. 3 is searched according to device number, the corresponding user's mark of device number is determined from ID mapping table
Know.
402nd, ADX obtains the corresponding advertisement for having reached the frequency control upper limit of ID；
The process that ADX obtains the corresponding advertisement for having reached the frequency control upper limit of the ID includes：
ADX obtains the frequency control configuration of each advertisement on each DSP respectively, and frequency control configuration includes each wide on frequency control number of times, i.e. DSP
The exposure frequency upper limit of announcement.
Optionally, frequency control configuration also includes the frequency control cycle, if including the frequency control cycle, the exposure frequency upper limit controls week for frequency
The exposure frequency upper limit in phase.The frequency control cycle can be：Daily, weekly, monthly, deliver the cycle in or the User Defined time
Deng, wherein, refer to the advertisement in the dispensing cycle from delivering in the whole cycle of undercarriage.
For example：Certain group advertisement frequency control cycle be 1 day, frequency control number of times be 5 times, then this group of advertisement in 1 day to certain user
Highest exposure frequency be 5 times, after exposure frequency reaches 5 times in 1 day, the advertisement in this group of advertisement is no longer carried out to the user
Exposure.
Specifically, the interface that ADX configures frequency control is to DSP, advertiser can create on DSP, change, deleting specific
Frequency control configuration.
The particular content of establishment frequency control configuration is as shown in figure 5, enter advertisement ID, the frequency control time of the advertisement of line frequency control including one group
Number (advertisement exposure maximum times) and frequency control cycle.
It should be noted that when frequency control configuration is set, be directed to one group of advertisement and enter line frequency control configuration, can in this group of advertisement
With including multiple advertisements, it is also possible to only include an advertisement.
For example：
1st, frequency control advertisement ID：Including the advertisement a that PC is delivered；The advertisement b that mobile device is delivered.
2nd, the frequency control cycle：Daily.
3rd, frequency control number of times：4 times.
The result for performing frequency control configuration is the number of times that user sees advertisement (a+b) daily on PC and mobile device<=
4, while the effect of frequency control can be fed back into DSP by interface, advertiser can recognize corresponding frequency control effect by DSP.
Advertiser configures final write into Databasce in the frequency control that DSP is created, and advertiser can delete and change and create
Good frequency control configuration.
ADX is while the frequency control for obtaining DSP is configured, or is obtaining the frequency control of DSP with postponing, and obtains ID correspondence
Each advertisement exposure frequency.Detailed process is ADX inquiry ad exposure datas storehouse, be have recorded in ad exposure data storehouse every
Exposure frequency of the advertisement to each user is organized, ADX obtains the corresponding each advertisement of the ID from ad exposure data storehouse
Exposure frequency.
Afterwards, ADX determines to have reached the advertisement that frequency controls the upper limit from the corresponding each advertisement of ID, specifically determines method
For：For every group of advertisement in the corresponding each advertisement of ID, judge whether its corresponding exposure frequency reaches frequency control and match somebody with somebody
The corresponding exposure frequency upper limit in putting, if reaching the exposure frequency upper limit, it is determined that this group of advertisement is to have reached the advertisement that frequency controls the upper limit.
Optionally, if there is the setting frequency control cycle in frequency control configuration, the exposure frequency upper limit of each advertisement is including each wide
Accuse the exposure frequency upper limit within the corresponding frequency control cycle；The exposure frequency of the corresponding each advertisement of the ID includes each
Exposure frequency of the advertisement within the corresponding frequency control cycle；That is determined from the corresponding advertisement of the ID has reached frequency control
The advertisement of the upper limit is that exposure frequency reaches the advertisement of the exposure frequency upper limit within the corresponding frequency control cycle.
403rd, ADX determines the targeted advertisements of request of answering an advertisement；
ADX determines the targeted advertisements of the ad-request that response is described in step 401, and the targeted advertisements are to have filtered out
State the advertisement obtained after the advertisement for having reached the frequency control upper limit.
Specifically, ADX determinations are answered an advertisement, the mode of the targeted advertisements of request includes following two modes：
First, the advertisement that frequency controls the upper limit has been reached by DSP filterings
ADX generates bid request after the ad-request for receiving user equipment according to ad-request.In the bid request
Including the partial information that ad-request includes, at least believe including the advertisement position reserve price in the ad spot information in ad-request
Breath, in addition to this it is possible to including ID.
Additionally, ADX is it is determined that after the advertisement that the frequency control upper limit has been reached in the corresponding advertisement of the ID, will reach in frequency control
The advertisement of limit carries and DSP is sent in bid request.
It should be noted that in actual applications, the corresponding frequency that reached of the ID is controlled during ADX obtains each DSP
The advertisement of limit, generates the bid request corresponding with each DSP, the bid request corresponding with each DSP is sent to corresponding
DSP.
DSP selects suitable competing according to bid request after the bid request for receiving ADX transmissions from advertising database
Valency advertisement, select suitable bid advertisement process be specially selection meet ad spot information in bid request demand it is wide
Accuse, and filter out the corresponding advertisement for having reached the frequency control upper limit of the ID.
For example：Advertisement position size in bid request is that 200px*15px advertisement positions classification is QQ space advertisements, user's category
Property includes：Behind automobile, 85, Apple Inc., region：Shenzhen, advertisement is at a low price：200/000 exposure unit prices, etc. ad spot information.Then
DSP selects 200px*15px sizes, tesla's automotive advertising, advertisement bid single more than 2,00/,000 exposures from advertising database
The advertisement of valency.If the suitable advertisement selected there are 5 groups, in this 5 groups of advertisements, there are 2 groups of advertisements to the corresponding use of ID
Family has reached the frequency control upper limit, then fall this 2 groups of advertisements from this 5 groups of advertisement filters, then remaining 3 groups of advertisements are bid advertisement.
What the advertisement in bid advertisement potentially included that the ADX determines from the corresponding each advertisement of the ID does not reach
Frequency controls the advertisement of the upper limit, and the advertisement up to the frequency control upper limit is exposure frequency is not above the exposure frequency upper limit advertisement.
Each DSP is sent to ADX bid advertisement after bid advertisement is selected.
After ADX receives the bid advertisement of each DSP transmissions, bidded, when the bid advertisement that some DSP sends is competing
During valency success, ADX determines that the bid advertisement is targeted advertisements.
2nd, the advertisement that frequency controls the upper limit has been reached by ADX filterings
Unlike the mode of the advertisement that this kind of mode has been reached the frequency control upper limit as DSP filterings from the first：In this kind of mode,
It is that ADX does not carry the advertisement for having reached the frequency control upper limit in bid request, by ADX after the bid advertisement for receiving DSP returns, then
Filtered.
ADX generates bid request after the ad-request for receiving user equipment according to ad-request.In the bid request
Including the partial information that ad-request includes, at least believe including the advertisement position reserve price in the ad spot information in ad-request
Breath, in addition to this it is possible to including ID.
Do not carried in this kind of mode, in bid request and reached the advertisement that frequency controls the upper limit.
Bid request is sent to each DSP by ADX.
DSP selects suitable competing according to bid request after the bid request for receiving ADX transmissions from advertising database
Valency advertisement, select suitable bid advertisement process be specially selection meet ad spot information in bid request demand it is wide
Accuse.
Each DSP is sent to ADX bid advertisement after bid advertisement is selected.
After ADX receives the bid advertisement of certain DSP transmissions, then to judge whether the bid advertisement belongs to the DSP corresponding
Advertisement up in the advertisement of the frequency control upper limit, if belonging to, filters out the bid advertisement, and the advertisement is no longer participate in bidding, and incited somebody to action
The reason for filter, returns to the DSP.
If the bid advertisement is not belonging to the advertisement in the corresponding advertisements for having reached the frequency control upper limit of the DSP, and when this is bidded extensively
Announcement is bidded when successfully, then ADX determines that the bid advertisement is targeted advertisements.
It should be noted that in this kind of mode, step 402 can simultaneously be performed with step 403, or performing step
After 403, then perform step 402.
404th, targeted advertisements are sent to user equipment by ADX.
ADX is it is determined that after targeted advertisements, the targeted advertisements being sent to user equipment and being shown.
Optionally, ADX before being bidded, may also take on other filterings after the bid advertisement for receiving DSP returns
Condition, for example：Filter out the advertisement in the advertisement blacklist of ADX.
Targeted advertisements are included in advertisement position, produced in step 401 wide by user equipment after targeted advertisements are received
The access user (commercial audience user) of the APP pages for accusing request or the webpage for producing ad-request is it can be seen that the target is wide
Accuse.
In some specific embodiments, after advertisement position shows, ADX is considered as targeted advertisements generation to targeted advertisements
Single exposure, then record the exposure frequency of the corresponding targeted advertisements of ID.Idiographic flow is as follows：
After advertisement position shows, user equipment sends the exposure of targeted advertisements to ADX to targeted advertisements, and the exposure of ADX is received
Collection service receives the exposure of the targeted advertisements, the current exposure of targeted customer is recorded into ad exposure data storehouse, specifically
In ad exposure data storehouse by the increase of exposure frequency of the corresponding targeted advertisements of the ID once.In order to
The exposure frequency of the corresponding advertisement of each ID in the ad exposure data that upgrades in time storehouse, be determination in step 402
Advertisement up to the frequency control upper limit provides inquiry service.
In the embodiment of the present invention by ID (for example：Social ID) one user of unique mark, by ID
Mapping table preserves the mapping relations between device number and ID, when certain user equipment sends ad-request to ADX,
ADX can determine the ID of the user equipment, so as to provide a device number at random, it becomes possible to know it is which user's mark
Know (which user) and using this user equipment.So as to count the exposure frequency of certain advertisement when, be statistics this is wide
The exposure total degree to same user on multiple user equipmenies is accused, so that some ID correspondence that ADX determines
Reached frequency control the upper limit advertisement be directed to same user on multiple user equipmenies reach altogether frequency control the upper limit advertisement.
Can be sent to for the corresponding advertisement for having reached the frequency control upper limit of ID when bid request is sent to DSP by ADX
DSP, the frequency control upper limit has been reached to enable DSP to be filtered out when bid advertisement is selected from advertising database according to bid request
Advertisement；Or after DSP returns to bid advertisement, filtered out by ADX and reached the advertisement that frequency controls the upper limit.The embodiment of the present invention is not
Advertisement exposure frequency control is carried out by device number, but by one user of ID unique mark, by ID
Carry out advertisement exposure frequency control.Under this kind of mode, when same user is using multiple user equipmenies, will be identified that same
User is controlled, and for advertiser, the advertisement exposure frequency control method of the embodiment of the present invention can be carried out across screen
Advertisement frequency control, will not be directed to the advertisement putting that identical user is repeated, lifting advertisement frequency control precision.
Still further aspect, the embodiment of the present invention is supported to carry out the connection across flow on flow of the advertiser to docking on ADX
Sum of fundamental frequencies secondary control.It is at the angle of ID when counting the exposure frequency of certain advertisement, and entering line frequency control configuration to certain advertisement
Degree statistics, be statistics that across flow station platform is carried out, is not limited solely to a site-level statistics, and website herein can be with
A consumer products are interpreted as, for example：The products such as wechat, QQ, webpage.For example：Certain user in A equipment using wechat when expose
Advertisement in light advertisement group 1, advertisement in having exposed advertisement group 1 using mobile phone QQ in A equipment accesses net on B device
Page has exposed the advertisement in advertisement group 1, the advertisement in having exposed advertisement group 1 when accessing video station point on B device, then advertisement group
A is 4 times for the exposure frequency of user.
On the other hand, the embodiment of the present invention is supported in frequency control configuration when the control of line frequency control number of times is entered based on ID
When the frequency control cycle is set, support a point day, week, the moon, deliver in the cycle or the cycle such as User Defined time frequency control, energy
It is enough further to carry out Precise control, so as to improve advertisement frequency control precision.
Informative presentations are carried out to the advertisement exposure frequency control method in the embodiment of the present invention with reference to Fig. 6, shown in Fig. 6
Embodiment in, be by DSP filtering reach frequency control the upper limit advertisement.The embodiment of the present invention is with QQ that ID is in social ID
Illustrated as a example by account.
As shown in fig. 6, advertisement exposure frequency control system in the embodiment of the present invention include user equipment, ADX and
DSP.Wherein, user equipment can include mobile device and PC equipment；ADX includes that service module, advertisement exposure number are collected in exposure
According to modules such as storehouse, frequency control configuration database, ID mapping tables.
It should be noted that in actual applications, ad exposure data storehouse, frequency control configuration database, ID mapping
Table can not be included in ADX, provided by other platforms, and ADX shares these modules with other platforms.
The control process to the advertisement exposure frequency describes in detail below.
1st, DSP creates frequency control configuration, including one group of advertisement for entering line frequency control, frequency control number of times (advertisement exposure maximum times) and
The frequency control cycle.Frequency control configuration write into Databasce, and can delete and change.
2nd, commercial audience access client (QQ spaces, APP of mobile device at QQ, PC end at PC ends etc.), initiates advertisement
Request.The request that PC equipment and mobile device client are initiated then can therefrom obtain QQ accounts if Tengxun's inner stream flow.
3rd, the request that the request Portable device number that mobile device is initiated, PC equipment and mobile device client are initiated is non-rising
News inner stream flow, then ADX can be according to device number inquiry ID mapping table.
4th, user represents that the corresponding QQ accounts of the device number are returned to ADX by mapping table.In this way, the advertisement in all sources please
Asking can obtain QQ accounts.
5th, ADX inquiries frequency control configuration database.
6th, frequency control configuration database returns to the frequency control configuration of each DSP.
7th, if DSP creates frequency control configuration, then ADX inquires about ad exposure data according to the QQ accounts of commercial audience
Storehouse；
8th, by all advertisements of the QQ accounts, exposure frequency returns to ADX in ad exposure data storehouse.
9th, ADX judges whether the exposure frequency of the corresponding advertisement of QQ accounts in each DSP reaches the frequency during frequency control is configured
Control number of times, if reaching, it is determined that corresponding advertisement is to have reached the advertisement that frequency controls the upper limit in corresponding DSP.ADX sends to DSP and bids
Request, while inform the DSP it has reached the advertisement that frequency controls the upper limit frequently during control is configured.
10th, DSP inquires about the advertising database of oneself, filters out and has reached the advertisement that frequency controls the upper limit, according in bid request
Advertisement bidding information chooses suitable bid advertisement and returns to ADX.
11st, the bid advertisement sequence that ADX is returned to each DSP, selects suitable targeted advertisements and returns to user equipment.
12nd, the commercial audience access client of user equipment plays advertisement, and commercial audience sees advertisement, produces advertisement to expose
Light.
13rd, the exposure of the service log advertisement is collected in exposure, is written into ad exposure data storehouse.
By one user of QQ accounts unique mark in the embodiment of the present invention, device number is preserved by ID mapping table
With the mapping relations between QQ accounts, when certain user equipment sends ad-request to ADX, ADX can determine that the user sets
Standby corresponding QQ accounts, so as to provide a device number at random, it becomes possible to know it is which QQ accounting number users is used using this
Family equipment.So as to count certain advertisement exposure frequency when, be statistics the advertisement to same user in multiple users
Exposure total degree in equipment, so that the corresponding advertisement for having reached the frequency control upper limit of some QQ account that ADX determines is directed to
Same user has reached the advertisement that frequency controls the upper limit altogether on multiple user equipmenies.
Can be sent to for the corresponding advertisement for having reached the frequency control upper limit of QQ accounts when bid request is sent to DSP by ADX
DSP, the frequency control upper limit has been reached to enable that DSP is filtered out from advertising database according to bid request during selection target advertisement
Advertisement, so as to the advertisement that show at user equipment end is advertisement that the frequency control upper limit is not above for the QQ accounts.The present invention
Embodiment is not to carry out advertisement exposure frequency control by device number, but by one user of QQ accounts unique mark, is passed through
QQ accounts are exposed frequency control.Under this kind of mode, when same user is using multiple user equipmenies, will be identified that same
Individual user is controlled, and for advertiser, the advertisement exposure frequency control method of the embodiment of the present invention can be carried out across screen
Advertisement exposure frequency control, the advertisement putting that be repeated of identical user, lifting advertisement frequency control precision will not be directed to.
Above is the introduction carried out to the advertisement exposure frequency control method in the embodiment of the present invention, below from functional module
Angle is introduced to the advertisement transaction platform in the embodiment of the present invention.
The embodiment of the present invention provides advertisement transaction platform, implements corresponding to above method embodiment (shown in Fig. 4 to 6
Embodiment) provide the advertisement exposure frequency control method function.The function can be realized by hardware, it is also possible to logical
Cross hardware and perform corresponding software program realization.Hardware and software includes one or more unit moulds corresponding with above-mentioned functions
Block, the unit module can be software and/or hardware.
As shown in fig. 7, the advertisement transaction platform in the embodiment of the present invention includes：
ID acquisition module 701, it is corresponding that the ad-request for being initiated according to user equipment obtains user equipment
ID；
Frequency control upper limit advertisement acquisition module 702 is reached, ID is corresponding to have reached the advertisement that frequency controls the upper limit for obtaining；
Targeted advertisements determining module 703, the targeted advertisements of request of being answered an advertisement for determination, targeted advertisements include having filtered
The advertisement obtained after the advertisement for falling to have reached the frequency control upper limit；
Sending module 704, is additionally operable to for targeted advertisements to be sent to user equipment.
In some specific embodiments, advertisement transaction platform also includes：
Frequency control upper limit advertisement acquisition module 702 has been reached specifically for obtaining the frequency control configuration of each advertisement of party in request's platform,
Frequency control configuration includes the exposure frequency upper limit, obtains the exposure frequency of the corresponding each advertisement of ID, from ID correspondence
Each advertisement in determine to have reached the advertisement that frequency controls the upper limit, the advertisement up to the frequency control upper limit has been reached on exposure frequency for exposure frequency
The advertisement of limit.
In some specific embodiments：
The frequency of the frequency control configuration also each advertisement including party in request's platform that frequency control upper limit advertisement acquisition module 702 is obtained is reached
The control cycle；The exposure frequency upper limit of each advertisement for obtaining includes the exposure frequency upper limit of each advertisement within the corresponding frequency control cycle；
The exposure frequency of the corresponding each advertisement of ID of acquisition includes exposure of each advertisement within the corresponding frequency control cycle time
Number；The advertisement for having reached the frequency control upper limit for determining is included in interior exposure frequency of corresponding frequency control cycle and reaches the exposure frequency upper limit
Advertisement.
In some specific embodiments：
Targeted advertisements determining module 703 specifically for according to ad-request generate bid request, by bid request send to
DSP, bid request includes having reached the advertisement that frequency controls the upper limit；The bid advertisement that DSP sends is received, bid advertisement includes DSP roots
Suitable advertisement is selected from advertising database according to bid request, refilter reached frequency control the upper limit advertisement after obtain it is wide
Accuse；When bid advertisement is bidded successfully, determine that bid advertisement is targeted advertisements.
In some specific embodiments：
Targeted advertisements determining module 703, specifically for according to ad-request generate bid request, by bid request send to
DSP；Receive DSP send bid advertisement, bid advertisement include DSP according to bid request selected from advertising database it is wide
Accuse；Judge whether the bid advertisement belongs to the advertisement reached during frequency controls the advertisement of the upper limit afterwards, if the bid advertisement is not belonging to
Advertisement up in the advertisement of the frequency control upper limit, and when bid advertisement is bidded successfully, it is determined that the bid advertisement is targeted advertisements.
In some specific embodiments：
The ID, ID acquisition module 701, specifically for being carried from ad-request are carried in ad-request
Obtain ID in the data that user local terminal reports.
In some specific embodiments：
ID acquisition module 701, it is true from ID mapping table specifically for the device number according to user equipment
The corresponding ID of locking equipment number, wherein, the mapping relations between ID mapping table storage device number and ID.
In some specific embodiments, advertisement transaction platform also includes：
Receiver module 705, the exposure of the targeted advertisements for receiving user equipment transmission；
Exposure frequency logging modle 706, for recording the corresponding targeted advertisements of ID according to the exposure of targeted advertisements
Exposure frequency.
Information exchange between each functional module of the advertisement transaction platform in the embodiment of the present invention refers to the above method
Embodiment (embodiment shown in Fig. 4 to 6), does not repeat herein.
ID acquisition module 701 obtains user and sets according to the ad-request that user equipment is initiated in the embodiment of the present invention
Standby corresponding ID, has obtained the corresponding frequency that reached of the ID and has controlled up to frequency control upper limit advertisement acquisition module 702
The advertisement of limit, targeted advertisements determining module 703 determines the targeted advertisements of request of answering an advertisement, and the targeted advertisements are to have filtered out institute
The advertisement obtained after the advertisement for having reached the frequency control upper limit is stated, afterwards, targeted advertisements are sent to user equipment and entered by sending module 702
Row display.The embodiment of the present invention is not to carry out advertisement exposure frequency control by device number, but is uniquely marked by ID
Know a user, advertisement exposure frequency control is carried out by ID.Under this kind of mode, same user uses multiple users
During equipment, will be identified that same user is controlled, for advertiser, the advertisement exposure frequency of the embodiment of the present invention
Control method can carry out the advertisement exposure frequency control across screen, will not be directed to the advertisement putting that identical user is repeated,
Lifting advertisement frequency control precision.
For realizing angle from hardware, in actual applications, ADX can be server, can be a server, also may be used
Being server cluster.
Fig. 8 is a kind of server architecture schematic diagram provided in an embodiment of the present invention, and the server 800 can be because of configuration or performance
The different and larger difference of producing ratio, can include one or more central processing units (Central Processing
Units, CPU) 822 (for example, one or more processors) and memory 830.Wherein, it is stored with one on memory 830
Individual or more than one storage application program 842, data 844 and one or more operating systems 841, store in memory
830 program can include one or more modules (diagram is not marked), and each module can include in server
Series of instructions is operated.Further, central processing unit 822 could be arranged to be communicated with memory 830, in server 800
The upper series of instructions operation performed in memory 830, specifically performs control method (Fig. 1 to Fig. 6 of the above-mentioned advertisement exposure frequency
Shown embodiment) in ADX perform some or all of step.
Wherein, operating system 841 can be such as Windows ServerTM, Mac OS XTM, UnixTM, LinuxTM,
FreeBSDTM etc..
Server 800 can also include one or more power supplys 826, one or more wired or wireless networks
Interface 850, one or more input/output interfaces 858.
Additionally, the present invention also provides a kind of computer-readable storage medium, the media storage has application program, when the program is performed
It is some or all of that ADX in control method (embodiment shown in Fig. 1 to Fig. 6) including the above-mentioned advertisement exposure frequency is performed
Step.
It is apparent to those skilled in the art that, for convenience and simplicity of description, the system of foregoing description,
The specific work process of device and unit, may be referred to the corresponding process in preceding method embodiment, will not be repeated here.
In several embodiments provided herein, it should be understood that disclosed system, apparatus and method can be with
Realize by another way.For example, device embodiment described above is only schematical, for example, the unit
Divide, only a kind of division of logic function there can be other dividing mode when actually realizing, for example multiple units or component
Can combine or be desirably integrated into another system, or some features can be ignored, or do not perform.It is another, it is shown or
The coupling each other for discussing or direct-coupling or communication connection can be the indirect couplings of device or unit by some interfaces
Close or communicate to connect, can be electrical, mechanical or other forms.
The unit that is illustrated as separating component can be or may not be it is physically separate, it is aobvious as unit
The part for showing can be or may not be physical location, you can with positioned at a place, or can also be distributed to multiple
On NE.Some or all of unit therein can be according to the actual needs selected to realize the mesh of this embodiment scheme
's.
In addition, during each functional unit in each embodiment of the invention can be integrated in a processing unit, it is also possible to
It is that unit is individually physically present, it is also possible to which two or more units are integrated in a unit.Above-mentioned integrated list
Unit can both be realized in the form of hardware, it would however also be possible to employ the form of SFU software functional unit is realized.
If the integrated unit is to realize in the form of SFU software functional unit and as independent production marketing or use
When, can store in a computer read/write memory medium.Based on such understanding, technical scheme is substantially
The part for being contributed to prior art in other words or all or part of the technical scheme can be in the form of software products
Embody, the computer software product is stored in a storage medium, including some instructions are used to so that a computer
Equipment (can be personal computer, server, or network equipment etc.) performs the complete of each embodiment methods described of the invention
Portion or part steps.And foregoing storage medium includes：USB flash disk, mobile hard disk, read-only storage (Read-Only Memory,
ROM), random access memory (Random Access Memory, RAM), magnetic disc or CD etc. are various can be with storage program
The medium of code.
The above, the above embodiments are merely illustrative of the technical solutions of the present invention, rather than its limitations；Although with reference to preceding
Embodiment is stated to be described in detail the present invention, it will be understood by those within the art that：It still can be to preceding
State the technical scheme described in each embodiment to modify, or equivalent is carried out to which part technical characteristic；And these
Modification is replaced, and does not make the spirit and scope of the essence disengaging various embodiments of the present invention technical scheme of appropriate technical solution.
Claims (14)
1. a kind of control method of the advertisement exposure frequency, it is characterised in that methods described includes：
Advertisement transaction platform ADX obtains the corresponding ID of the user equipment according to the ad-request that user equipment is initiated；
The ADX obtains the corresponding advertisement for having reached the frequency control upper limit of the ID；
The ADX determines the targeted advertisements of the response ad-request, and the targeted advertisements include having filtered out described having reached frequently
The advertisement obtained after the advertisement for controlling the upper limit；
The ADX sends to the user equipment targeted advertisements.
2. method according to claim 1, it is characterised in that the ADX obtains that the ID is corresponding reach frequently
The advertisement for controlling the upper limit includes：
The frequency control configuration of each advertisement of the ADX acquisitions party in request platform DSP, the frequency control configuration includes the exposure frequency upper limit；
The ADX obtains the exposure frequency of the corresponding each advertisement of the ID；
The ADX has reached the advertisement that frequency controls the upper limit described in determining from the corresponding each advertisement of the ID, described to have reached frequency
The advertisement for controlling the upper limit reaches the advertisement of the exposure frequency upper limit including exposure frequency.
3. method according to claim 1, it is characterised in that the ADX determines that the target of the response ad-request is wide
Announcement includes：
The ADX generates bid request according to the ad-request, the bid request is sent to DSP, the bid request
Include the advertisement for having reached the frequency control upper limit；
The ADX receives the bid advertisement that the DSP sends, and the bid advertisement includes the DSP according to the bid request
Selected from advertising database after advertisement, refilter the advertisement obtained after the advertisement for having reached the frequency control upper limit；
When the bid advertisement is bidded successfully, the ADX determines that the bid advertisement is the targeted advertisements.
4. method according to claim 1, it is characterised in that the ADX determines that the target of the response ad-request is wide
Announcement includes：
The ADX generates bid request according to the ad-request, and the bid request is sent to DSP；
The ADX receives the bid advertisement that the DSP sends, and the bid advertisement includes the DSP according to the bid request
The advertisement selected from advertising database；
The ADX judges whether the bid advertisement belongs to the advertisement reached during frequency controls the advertisement of the upper limit；
If the bid advertisement is not belonging to the advertisement in the advertisement for having reached the frequency control upper limit, and when the bid advertisement is bidded into
During work(, then the ADX determines that the bid advertisement is the targeted advertisements.
5. method according to any one of claim 1 to 4, it is characterised in that the ADX is initiated according to user equipment
Ad-request obtains the corresponding ID of the user equipment to be included：
The ID is carried in the ad-request, the ADX obtains the ID from the ad-request.
6. method according to any one of claim 1 to 4, it is characterised in that the ADX is initiated according to user equipment
Ad-request obtains the corresponding ID of the user equipment to be included：
The ADX obtains the device number of the user equipment from the ad-request, according to the device number from ID
The corresponding ID of the device number is determined in mapping table, wherein, the ID mapping table storage device number and user
Mapping relations between mark.
7. method according to any one of claim 1 to 4, it is characterised in that methods described also includes：
The ADX receives the exposure of the targeted advertisements that the user equipment sends；
The ADX records the exposure time of the corresponding targeted advertisements of the ID according to the exposure of the targeted advertisements
Number.
8. a kind of advertisement transaction platform, it is characterised in that the advertisement transaction platform includes：
ID acquisition module, the ad-request for being initiated according to user equipment obtains the corresponding user of the user equipment
Mark；
Frequency control upper limit advertisement acquisition module is reached, the ID is corresponding to have reached the advertisement that frequency controls the upper limit for obtaining；
Targeted advertisements determining module, the targeted advertisements for determining the response ad-request, the targeted advertisements include mistake
Filter the advertisement obtained after the advertisement for having reached the frequency control upper limit；
Sending module, is additionally operable to for the targeted advertisements to be sent to the user equipment.
9. advertisement transaction platform according to claim 8, it is characterised in that：
Described to have reached frequency control upper limit advertisement acquisition module, the frequency control configuration of each advertisement specifically for obtaining DSP, the frequency control is matched somebody with somebody
Put including the exposure frequency upper limit, and obtain the exposure frequency of the corresponding each advertisement of the ID；From the ID
The advertisement that frequency controls the upper limit is reached described in determining in corresponding each advertisement, the advertisement for having reached the frequency control upper limit includes exposure frequency
Reach the advertisement of the exposure frequency upper limit.
10. advertisement transaction platform according to claim 8, it is characterised in that
The targeted advertisements determining module, specifically for generating bid request according to the ad-request, by the bid request
Send to DSP, the bid request includes the advertisement for having reached the frequency control upper limit；
The bid advertisement that the DSP sends is received, the bid advertisement includes the DSP according to the bid request from advertisement number
After according to selection advertisement in storehouse, the advertisement obtained after the advertisement for having reached the frequency control upper limit is refiltered；When the bid advertisement
Bid when successfully, determine that the bid advertisement is the targeted advertisements.
11. advertisement transaction platforms according to claim 8, it is characterised in that
The targeted advertisements determining module, specifically for generating bid request according to the ad-request, by the bid request
Send to DSP；Receive the bid advertisement that the DSP sends, the bid advertisement include the DSP according to the bid request from
The advertisement selected in advertising database；Judge whether the bid advertisement belongs to described and reach the advertisement that frequency controls the upper limit afterwards
Advertisement, if the bid advertisement is not belonging to the advertisement in the advertisement for having reached the frequency control upper limit, and when the bid advertisement is bidded
During success, it is determined that the bid advertisement is the targeted advertisements.
12. advertisement transaction platform according to any one of claim 8 to 11, it is characterised in that in the ad-request
Carry the ID；
The ID acquisition module, specifically for obtaining the ID from the ad-request.
13. advertisement transaction platform according to any one of claim 8 to 11, it is characterised in that the ID is obtained
Modulus block, determines that the device number is corresponding specifically for the device number according to the user equipment from ID mapping table
ID, wherein, the mapping relations between the ID mapping table storage device number and ID.
14. advertisement transaction platform according to any one of claim 8 to 11, it is characterised in that the advertisement transaction is flat
Platform also includes：
Receiver module, the exposure for receiving the targeted advertisements that the user equipment sends；
Exposure frequency logging modle, for recording the corresponding target of the ID according to the exposure of the targeted advertisements
The exposure frequency of advertisement.
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| CN201710057640.XA CN106846062B (en) | 2017-01-22 | 2017-01-22 | Control method of advertisement exposure frequency and advertisement trading platform |
| PCT/CN2018/073618 WO2018133863A1 (en) | 2017-01-22 | 2018-01-22 | Advertisement exposure frequency control method and advertisement exchange platform |
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| CN201710057640.XA CN106846062B (en) | 2017-01-22 | 2017-01-22 | Control method of advertisement exposure frequency and advertisement trading platform |
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| CN106846062B (en) | 2022-09-23 |
| WO2018133863A1 (en) | 2018-07-26 |
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