CN106846062B - Control method of advertisement exposure frequency and advertisement trading platform - Google Patents
Control method of advertisement exposure frequency and advertisement trading platform Download PDFInfo
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- CN106846062B CN106846062B CN201710057640.XA CN201710057640A CN106846062B CN 106846062 B CN106846062 B CN 106846062B CN 201710057640 A CN201710057640 A CN 201710057640A CN 106846062 B CN106846062 B CN 106846062B
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- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0277—Online advertisement
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0272—Period of advertisement exposure
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/06—Buying, selling or leasing transactions
- G06Q30/0601—Electronic shopping [e-shopping]
- G06Q30/0607—Regulated
Abstract
The embodiment of the invention discloses a control method of advertisement exposure frequency and an advertisement trading platform, which can control advertisement frequency in a cross-screen mode. The method provided by the embodiment of the invention comprises the following steps: the method comprises the steps that an advertisement trading platform ADX obtains a user identifier corresponding to user equipment according to an advertisement request initiated by the user equipment, obtains an advertisement which corresponds to the user identifier and reaches a frequency control upper limit, determines a target advertisement which responds to the advertisement request, wherein the target advertisement comprises the advertisement which is obtained after the advertisement which reaches the frequency control upper limit is filtered, and then the ADX sends the target advertisement to the user equipment corresponding to the target user identifier. According to the embodiment of the invention, one user is uniquely identified through the user identification, and the frequency control is carried out through the user identification, so that the cross-screen advertisement frequency control can be carried out, repeated advertisement putting can not be carried out aiming at the same user, and the advertisement frequency control precision is improved.
Description
Technical Field
The application relates to the field of internet, in particular to a control method of advertisement exposure frequency and an advertisement trading platform.
Background
Ad exchange (ADX) provides a trading platform for a buyer (advertiser) and a seller (ad slot owner) of ad trading to trade fairly. ADX connects a Demand-Side Platform (DSP) that serves advertisers with a Supply-Side Platform (SSP) that serves ad owners.
The advertiser can control the exposure frequency of the advertisement at the DSP side, and the realization process is as follows: when the advertiser puts advertisements in the DSP, the corresponding frequency control period and frequency control times can be set under each advertisement group, wherein the advertisement group comprises a plurality of advertisements, and different advertisement browsing users are identified through the Device numbers (Device IDs) of the user operation terminals. If 1 user is set to see 5 advertisements in an advertisement group at most every day, the processing logic of the back end is that after the exposure times of the advertisements in the advertisement group under each equipment number reach 5, the advertisements in the advertisement group are not returned to the equipment number.
At present, the frequency control mode through the equipment number can only carry out frequency control on the basis of single equipment used by an advertisement browsing user, and cannot support frequency control in a multi-terminal cross-screen scene.
Disclosure of Invention
The embodiment of the invention provides a control method of advertisement exposure frequency and an advertisement trading platform, which can control the frequency of advertisements in a cross-screen mode and improve the advertisement frequency control precision.
In a first aspect, an embodiment of the present invention provides a method for controlling advertisement exposure frequency, where the method includes:
the method comprises the steps that an advertisement trading platform ADX obtains a user identification corresponding to user equipment according to an advertisement request initiated by the user equipment, obtains an advertisement which corresponds to the user identification and reaches a frequency control upper limit, determines a target advertisement which responds to the advertisement request, wherein the target advertisement comprises an advertisement obtained after the advertisement which reaches the frequency control upper limit is filtered, and then, the ADX sends the target advertisement to the user equipment corresponding to the target user identification.
In a second aspect, an embodiment of the present invention provides an advertisement trading platform, including:
the user identification acquisition module is used for acquiring a user identification corresponding to the user equipment according to an advertisement request initiated by the user equipment;
the reached frequency control upper limit advertisement acquisition module is used for acquiring the advertisement of the reached frequency control upper limit corresponding to the user identification;
the target advertisement determining module is used for determining target advertisements responding to the advertisement requests, and the target advertisements comprise advertisements obtained after the advertisements reaching the upper frequency control limit are filtered out;
and the sending module is used for sending the target advertisement to the user equipment.
In a third aspect, an embodiment of the present invention provides an advertisement trading system, where the system includes:
a demander platform, user equipment and the advertisement trading platform provided by the second aspect.
According to the technical scheme, the embodiment of the invention has the following advantages:
in the embodiment of the invention, an advertisement transaction ADX acquires a user identifier corresponding to user equipment according to an advertisement request initiated by the user equipment, acquires an advertisement which reaches an upper frequency control limit and corresponds to the user identifier, determines a target advertisement which responds to the advertisement request, wherein the target advertisement comprises the advertisement which is obtained after the advertisement which reaches the upper frequency control limit is filtered, and then, the ADX sends the target advertisement to the user equipment corresponding to the target user identifier. The embodiment of the invention does not control the advertising frequency through the equipment number, but uniquely identifies one user through the user identification and controls the frequency through the user identification. In this way, when the same user uses a plurality of user devices, the user devices are identified as the same user to control, and for an advertiser, the advertisement exposure frequency control method provided by the embodiment of the invention can perform cross-screen advertisement exposure frequency control, repeated advertisement delivery can not be performed for the same user, and the advertisement frequency control precision is improved.
Drawings
FIG. 1 is a diagram illustrating an advertisement trading system according to an embodiment of the present invention.
FIG. 2 is a schematic diagram of an advertisement transaction flow in an embodiment of the present invention;
FIG. 3 is a diagram illustrating frequency control configuration information according to an embodiment of the present invention;
FIG. 4 is a flowchart of a method for controlling advertisement exposure frequency according to an embodiment of the present invention;
FIG. 5 is a schematic diagram of a process for collecting user identifiers according to an embodiment of the present invention;
FIG. 6 is a flowchart illustrating information interaction among modules of an advertisement exposure frequency control system according to an embodiment of the present invention;
FIG. 7 is a functional block diagram of an advertisement trading platform according to an embodiment of the present invention;
fig. 8 is a hardware structure diagram of a server corresponding to the advertisement trading platform in the embodiment of the present invention.
Detailed Description
In order to make the technical solutions and the advantages of the embodiments of the present invention clearer, the embodiments of the present invention are further described in detail below with reference to the accompanying drawings.
Fig. 1 is a schematic structural diagram of an advertisement trading system in an embodiment of the present invention, including an advertisement trading platform ADX, a demand side platform DSP and a supplier side platform SSP. The advertisement trading platform is connected with a plurality of demand side platforms and a plurality of supplier platforms, and an advertiser of the demand side platform and an advertisement flow owner of the supplier platform can carry out fair trading.
As shown in fig. 1, the DSP provides services for advertisers in various industries, and the advertisers can set information such as target audience, delivery area, advertisement bid price, etc. of advertisements on the DSP platform. SSP is a platform that owns media resources and user traffic, such as: and the SSP platform provides advertisement space information and hopes that each flow can achieve the maximum benefit. For advertisers, ADX collects data pertaining to targeted advertising customers, customizes targeting, bidding, and budgeting, and buys advertising resources that meet the needs at the right time.
When a user accesses an advertisement space page on user equipment, SSP sends an advertisement request to ADX, SSP packs and sends specific information of the advertisement space, such as a site to which the user belongs, the lowest bid price and user attribute information obtained through analysis to each DSP, each DSP starts bidding on the advertisement display, and a bidding winner can enable the advertisement of the user to be displayed on the advertisement space and further enables the user to see the advertisement.
The example shown in fig. 2 is a process in which a user interested in a car visits a station and each car manufacturer at the DSP end contends for the user. When a user browses a site added to SSP, the SSP site analyzes the attribute of the user through the data reported by the user at the local terminal of the user, and identifies that the user is interested in the automobile. Then, the SSP sends an advertisement space code containing advertisement space information to the ADX, the advertisement space code includes the attribute, the advertisement space size, the lowest bid price and other information of the currently accessed user, and the ADX sends the bid request carrying the advertisement space information to the DSP1, the DSP2 and the DSP3, respectively. Each DSP bids on the ad slot, as shown in fig. 2, the unit price of a thousand exposures for the ad slot by DSP1 is 5 yuan, the unit price of a thousand exposures for DSP2 is 3 yuan, and the unit price of a thousand exposures for DSP3 is 8 yuan. The ADX determines the advertisement showing opportunity of the bid winner DSP1 to obtain the advertisement slot according to the bid rank, and the DSP1 sends the advertisement code carrying the advertisement information, which is the advertisement about the automobile and is matched with the attribute of the user, to the ADX. The ADX sends the ad code to the SSP, eventually showing the car ad from DSP1 on the page viewed by the user.
The advertisement exposure means that the advertisement is presented to a certain user once, and the cost is calculated with an advertiser according to the exposure on an advertisement trading platform. The exposure frequency of a certain advertisement to a certain user in a certain time period is the exposure frequency, and an advertiser pays great attention to the exposure frequency of the advertisement to each user at a plurality of terminals in advertisement delivery, so that the budget can be saved while the brand influence is ensured. Advertisers therefore need to control the exposure of advertisements on a frequent basis, for example: an ad is controlled to have a maximum of 3 exposures for each user within 1 day.
With the increasing speed of equipment updating and the increasing frequency of equipment replacement of users, one piece of equipment is updated every 3 years on average, and with the reduction of the price of the mobile equipment, some users purchase a plurality of mobile equipment, and cannot uniquely identify one user through one equipment number. In contrast, most users will continue to use one user identifier at multiple terminals since the date of registration. The user identifier in the embodiment of the present invention may be, for example: social Identification (ID) such as a QQ number, a micro signal, a microblog account, a facebook account, and the like, and an account which can identify a user identity across terminals such as a mailbox address, a user mobile phone number, and the like.
The user identification is more stable than the device number. From the perspective of user privacy, it is rare that a plurality of users use the same user identifier (social ID), and it is more appropriate to use the user identifier to uniquely identify the user and perform exposure frequency control than to use the device number.
There is also a disadvantage in using a device number for the advertisement exposure frequency control in that a Personal Computer (PC) does not have device number information, and thus cannot support joint frequency control of the PC and the mobile device. And the user uses the same user identification on the PC and the mobile device, so that the user identification can be used as the unique identification of the user to carry out cross-screen joint frequency control.
The control method of the advertisement exposure frequency of the embodiment of the invention carries out cross-screen control based on the user identification, and can really realize the cross-screen frequency control effect which is wanted by an advertiser.
The following describes in detail the method for controlling the advertisement exposure frequency according to the embodiment of the present invention.
It should be noted that, the user identifier in the embodiment of the present invention may be a social ID, for example: the social ID such as a QQ number, a micro signal, a microblog account, a facebook account and the like, and the social ID can also be an account which can identify the identity of the user in a cross-terminal manner such as a mailbox address, a mobile phone number of the user and the like. For convenience of explanation, the embodiment of the present invention is described by taking the user identifier as a social ID as an example.
The user equipment in the embodiment of the invention comprises PC equipment and mobile equipment, wherein the mobile equipment comprises intelligent equipment such as a mobile phone, a PAD, wearable equipment, a vehicle-mounted terminal and the like.
As shown in fig. 3, for a mobile device, the ADX in the embodiment of the present invention collects and stores a correspondence between a user identifier and a device number of the mobile device, and stores the user identifier and the device number of the mobile device in a user identifier mapping table, where the user identifier mapping table provides necessary data support for cross-screen frequency control.
Each Mobile device has a corresponding device number, and For the Mobile device of the android system, the device number is an encrypted International Mobile Equipment Identity (IMEI), and For the Mobile device of the IOS system, an advertisement Identifier (IDFA) may be used For the device number.
If an application program which logs in by using a certain social ID is installed on the mobile equipment of the user, and the user logs in the application program, the application program reports the social ID of the user and the equipment number of the mobile equipment to the ADX, and the ADX stores the mapping relation between the social ID of the user and the equipment number to a user identification mapping table.
For example: a user logs in an APP by using a QQ account on a mobile phone, the APP reports the equipment number of the current mobile phone and the QQ account of the user to an ADX, and the ADX stores the mapping relation between the equipment number and the QQ account in a user identification mapping table for frequency control.
In addition, if there is a mapping relationship between multiple user identifiers of different types, which may identify the same user, the mapping relationship between multiple user identifiers and the device number may be established according to the multiple user identifiers of different types.
Taking the user identifier as a QQ number as an example, if there is a mapping relationship between the QQ number of a user and a micro signal, when the user does not install a QQ application program on the mobile phone, but logs in a certain APP through the micro signal, the APP can report the device number of the current mobile phone and the micro signal of the user to the ADX, the ADX can obtain the QQ number corresponding to the micro signal by querying the mapping relationship between the micro signal and the QQ number, and establish the mapping relationship between the QQ number, the micro signal and the device number for frequency control.
For the PC device, the PC does not have device number information, but the user uses the same social ID at both the PC and the mobile device, so that cross-screen joint frequency control can be performed by using the social ID.
Fig. 4 is a flowchart of a method for controlling advertisement exposure frequency in the embodiment of the present invention, and the specific process is as follows:
401. the ADX acquires a user identifier corresponding to the user equipment according to an advertisement request initiated by the user equipment;
when a user logs in an APP on user equipment or accesses a webpage, if the APP or the webpage site joins an SSP platform, the user equipment sends an advertisement request to ADX, which is actually the advertisement request sent by the APP or the webpage site on the user equipment to ADX.
The advertisement request includes information such as advertisement space information, device information, and user information.
Wherein the ad slot information at least comprises an ad slot base price. Optionally, the ad slot information may also include industries that the ad slot needs to filter, such as: the advertisement position needs to filter advertisements of the e-commerce industry; optionally, the ad slot information may further include information such as the size of the ad slot, the category of the ad slot, the URL of the ad slot, and the like.
The device information includes at least a device number. Optionally, the device information may further include APP categories, for example: the advertisement position is an advertisement position on an APP, and the APP belongs to game type APPs; optionally, the device information may further include information such as an operating system type of the device number (for example, the operating system is android).
The user information includes at least an IP address. Optionally, the user information may further include a user identifier, for example: number QQ; optionally, the user information may further include information about a region where the user is located, user attributes, and the like.
If a user identifier (e.g., a QQ number) is carried in the advertisement request, ADX obtains the user identifier from the advertisement request.
If the advertisement request does not carry the user identifier, the ADX obtains the device number of the user device from the advertisement request, searches the user identifier mapping table shown in fig. 3 according to the device number, and determines the user identifier corresponding to the device number from the user identifier mapping table.
402. ADX acquires advertisements which correspond to the user identification and reach the upper limit of frequency control;
the process of obtaining the advertisement reaching the upper limit of the frequency control corresponding to the user identifier by the ADX includes:
and respectively acquiring the frequency control configuration of each advertisement on each DSP by the ADX, wherein the frequency control configuration comprises frequency control times, namely the upper limit of the exposure times of each advertisement on the DSP.
Optionally, the frequency control configuration further includes a frequency control period, and if the frequency control period is included, the upper limit of the exposure times is an upper limit of the exposure times in the frequency control period. The frequency control period may be: daily, weekly, monthly, within a delivery period, or user defined time, wherein within a delivery period is the entire period from delivery to off-shelf of the advertisement.
For example: the frequency control period of a certain group of advertisements is 1 day, the frequency control times are 5 times, the highest exposure time of the group of advertisements to a certain user in 1 day is 5 times, and when the exposure time in 1 day reaches 5 times, the advertisements in the group of advertisements do not expose the user any more.
Specifically, the ADX interfaces the frequency control configuration to the DSP, and the advertiser can create, modify, and delete the specific frequency control configuration on the DSP.
The specific content of creating the frequency control configuration is shown in fig. 5, and includes advertisement IDs, frequency control times (advertisement exposure maximum times) and frequency control periods of a group of advertisements to be frequency controlled.
It should be noted that, when the frequency control configuration is set, the frequency control configuration is performed on a group of advertisements, and the group of advertisements may include a plurality of advertisements or only include one advertisement.
For example:
1. frequency control advertisement ID: the advertisement a comprises PC-delivered advertisement a; advertisement b delivered by the mobile device.
2. Frequency control period: daily.
3. Frequency control times: 4 times.
The result of executing the frequency control configuration is that the number of times that the user sees the advertisement (a + b) on the PC and the mobile device every day is 4, and simultaneously, the frequency control effect is fed back to the DSP through the interface, and the advertiser can know the corresponding frequency control effect through the DSP.
The advertiser writes the frequency control configuration created by the DSP into the database finally, and the advertiser can delete and modify the created frequency control configuration.
And the ADX acquires the exposed times of each advertisement corresponding to the user identification while acquiring the frequency control configuration of the DSP or after acquiring the frequency control configuration of the DSP. The specific process is that ADX inquires an advertisement exposure database, the exposure times of each group of advertisements to each user are recorded in the advertisement exposure database, and the ADX acquires the exposure times of each advertisement corresponding to the user identification from the advertisement exposure database.
Then, the ADX determines the advertisement which has reached the upper limit of the frequency control from the advertisements corresponding to the user identifier, and the specific determination method is as follows: and aiming at each group of advertisements in the advertisements corresponding to the user identification, judging whether the corresponding exposure times of the advertisements reach the upper limit of the corresponding exposure times in the frequency control configuration, and if so, determining that the group of advertisements are the advertisements reaching the upper limit of the frequency control.
Optionally, if a set frequency control period exists in the frequency control configuration, the upper limit of the exposure times of each advertisement includes the upper limit of the exposure times of each advertisement in the corresponding frequency control period; the exposed times of the advertisements corresponding to the user identifications comprise the exposed times of the advertisements in the corresponding frequency control period; and determining the advertisement reaching the upper limit of the frequency control from the advertisements corresponding to the user identification, wherein the advertisement reaching the upper limit of the exposure times in the corresponding frequency control period is the advertisement reaching the upper limit of the exposure times.
403. ADX determines a targeted advertisement in response to the advertisement request;
the ADX determines the targeted advertisement in response to the advertisement request described in step 401, which is the advertisement that is obtained after the advertisement that has reached the upper frequency control limit has been filtered out.
Specifically, the ADX determines the targeted advertisement in response to the advertisement request in two ways:
first, the advertisement reaching the upper limit of frequency control is filtered by DSP
The ADX, upon receiving an advertisement request from a user device, generates a bid request based on the advertisement request. The bidding request comprises partial information included in the advertisement request, at least comprises advertisement position price information in the advertisement position information in the advertisement request and can also comprise user identification.
In addition, after determining the advertisement reaching the upper frequency control limit in the advertisement corresponding to the user identifier, the ADX carries the advertisement reaching the upper frequency control limit in the bidding request and sends the bidding request to the DSP.
It should be noted that, in practical applications, the ADX obtains the advertisement that has reached the upper limit of the frequency control corresponding to the user identifier in each DSP, generates the bid request corresponding to each DSP, and sends the bid request corresponding to each DSP to the corresponding DSP.
After receiving a bidding request sent by ADX, the DSP selects a proper bidding advertisement from the advertisement database according to the bidding request, and the process of selecting the proper bidding advertisement specifically includes selecting an advertisement meeting the requirement of advertisement position information in the bidding request and filtering out the advertisement reaching the upper frequency control limit corresponding to the user identification.
For example: the ad spot size in the bid request is 200px 15px ad spot category is a QQ space ad, and the user attributes include: car, 85 rear, apple, region: shenzhen, advertisement low price: exposure unit price of 200/thousand times, and advertisement space information. The DSP selects from the advertisement database advertisements of 200px 15px size, tesla car advertisements, advertisements offering more than 200/thousand exposure unit price. If 5 groups of suitable advertisements are selected, and in the 5 groups of advertisements, 2 groups of advertisements have reached the upper frequency control limit for the user corresponding to the user identifier, the 2 groups of advertisements are filtered from the 5 groups of advertisements, and the remaining 3 groups of advertisements are bidding advertisements.
The advertisement in the bid advertisement may include an advertisement with an underfrequency control upper limit determined by the ADX from the advertisements corresponding to the user identifier, where the advertisement with the underfrequency control upper limit is an advertisement with an exposure number not exceeding the exposure number upper limit.
After each DSP selects the bidding advertisement, the bidding advertisement is sent to the ADX.
And after receiving the bidding advertisements sent by each DSP, the ADX bids, and when the bidding advertisements sent by one DSP bid successfully, the ADX determines that the bidding advertisements are target advertisements.
Second, ADX filters the advertisement that has reached the upper limit of frequency control
This approach differs from the first approach of filtering advertisements that have reached the upper frequency limit by the DSP: in this way, the ADX does not carry the advertisement that has reached the upper limit of frequency control in the bid request, and the ADX performs filtering after receiving the bid advertisement returned by the DSP.
The ADX, upon receiving an advertisement request from a user device, generates a bid request based on the advertisement request. The bidding request comprises partial information included in the advertisement request, at least comprises advertisement position price information in the advertisement position information in the advertisement request and can also comprise user identification.
In this manner, no ads that have reached the upper frequency control limit are carried in the bid request.
The ADX sends bid requests to the DSPs.
After receiving a bidding request sent by ADX, the DSP selects a proper bidding advertisement from the advertisement database according to the bidding request, and the process of selecting the proper bidding advertisement is specifically to select the advertisement meeting the requirement of the advertisement position information in the bidding request.
After each DSP selects the bidding advertisement, the bidding advertisement is sent to the ADX.
And after receiving the bidding advertisement sent by a certain DSP, the ADX judges whether the bidding advertisement belongs to the advertisement in the advertisement which reaches the upper limit of frequency control and corresponds to the DSP, if so, the ADX filters the bidding advertisement, the advertisement does not participate in bidding, and the reason for filtering is returned to the DSP.
If the bidding advertisement does not belong to the advertisement in the advertisement which reaches the upper limit of the frequency control and corresponds to the DSP, and when the bidding advertisement bids successfully, the ADX determines that the bidding advertisement is the target advertisement.
It should be noted that, in this manner, step 402 may be executed simultaneously with step 403, or after step 403 is executed, step 402 is executed.
404. The ADX sends the targeted advertisement to the user device.
And after determining the target advertisement, the ADX sends the target advertisement to the user equipment for display.
Optionally, after receiving the bid advertisement returned by the DSP and before bidding, the ADX may also adopt other filtering conditions, such as: advertisements that are already in the ADX's advertisement blacklist are filtered out.
The user device, upon receiving the targeted advertisement, displays the targeted advertisement in the ad slot, which is visible to visiting users (advertisee users) who generated the APP page of the ad request or generated the web page of the ad request in step 401.
In some embodiments, after the target advertisement is displayed at the advertisement slot, the ADX considers that the target advertisement has generated an exposure, and records the number of times the user has identified the target advertisement. The specific process is as follows:
and after the target advertisement is displayed at the advertisement position, the user equipment sends the exposure of the target advertisement to the ADX, the exposure collection service of the ADX receives the exposure of the target advertisement, and records the exposure of the target user into an advertisement exposure database, specifically, the exposure times of the target advertisement corresponding to the user identification are increased once in the advertisement exposure database. So as to update the exposed times of the advertisement corresponding to each user identifier in the advertisement exposure database in time, and provide query service for the advertisement determined to reach the upper limit of frequency control in step 402.
In the embodiment of the invention, one user is uniquely identified through the user identifier (such as social ID), the mapping relation between the device number and the user identifier is stored through the user identifier mapping table, when a certain user device sends an advertisement request to the ADX, the ADX can determine the user identifier of the user device, and therefore, the ADX can know which user identifier (which user) uses the user device by giving a device number randomly. Therefore, when the number of times of exposure of an advertisement is counted, the counted total number of times of exposure of the advertisement on a plurality of user devices to the same user is calculated, and therefore the advertisement with the frequency control upper limit reached by the ADX corresponding to a certain user identifier is the advertisement with the frequency control upper limit reached in total on the plurality of user devices for the same user.
When the ADX sends the bidding request to the DSP, the ADX sends the advertisement which reaches the upper limit of frequency control and corresponds to the user identification to the DSP, so that the DSP can filter the advertisement which reaches the upper limit of frequency control when selecting the bidding advertisement from the advertisement database according to the bidding request; or after the DSP returns the bidding advertisement, the ADX filters out the advertisement reaching the upper limit of the frequency control. The embodiment of the invention does not control the advertisement exposure frequency through the equipment number, but uniquely identifies one user through the user identification and controls the advertisement exposure frequency through the user identification. In this way, when the same user uses a plurality of user devices, the user devices are identified as the same user to control, and for an advertiser, the advertisement exposure frequency control method provided by the embodiment of the invention can perform cross-screen advertisement frequency control, repeated advertisement delivery can not be performed for the same user, and the advertisement frequency control precision is improved.
In another aspect, embodiments of the present invention support the advertiser to perform joint frequency control of cross-traffic on docked traffic on ADX. When counting the number of times an advertisement has been exposed and performing frequency control configuration on an advertisement, the statistics is performed from the perspective of user identification, and is performed on a cross-traffic site platform, which is not limited to a site-level statistics, where a site may be understood as a user product, for example: WeChat, QQ, web pages, etc. For example: when a user uses WeChat on the device A, the advertisement in the advertisement group 1 is exposed by using a mobile phone QQ on the device A, the advertisement in the advertisement group 1 is exposed by accessing a webpage on the device B, and the advertisement in the advertisement group 1 is exposed when the video site is accessed on the device B, the number of times that the advertisement group A has been exposed to the user is 4.
On the other hand, when the frequency control is controlled based on the user identification, the embodiment of the invention supports setting of the frequency control period during frequency control configuration, supports frequency control in a period of days, weeks, months, release periods or user-defined time and the like, and can further perform fine control, thereby improving the advertisement frequency control precision.
In the following, information description is provided for an advertisement exposure frequency control method in the embodiment of the present invention with reference to fig. 6, and in the embodiment shown in fig. 6, an advertisement that has reached an upper limit of frequency control is filtered by a DSP. The embodiment of the present invention is described by taking a user identifier as a QQ account in a social ID as an example.
As shown in fig. 6, the advertisement exposure frequency control system in the embodiment of the present invention includes a user equipment, an ADX, and a DSP. The user equipment can comprise mobile equipment and PC equipment; the ADX comprises an exposure collection service module, an advertisement exposure database, a frequency control configuration database, a user identification mapping table and the like.
It should be noted that, in practical applications, the advertisement exposure database, the frequency control configuration database, and the user identification mapping table may not be included in the ADX, but provided by other platforms, and the ADX and the other platforms share these modules.
The following describes the control process of the advertisement exposure frequency in detail.
1. The DSP creates a frequency control configuration comprising a set of advertisements for frequency control, frequency control times (maximum number of advertisement exposures) and frequency control period. The frequency control configuration is written to the database and may be deleted and modified.
2. The advertisement audience accesses the client (QQ of the PC end, QQ space of the PC end, APP of the mobile device and the like) and initiates an advertisement request. The requests initiated by the PC device and the mobile device client can obtain QQ account numbers if the requests are flight internal traffic.
3. The request initiated by the mobile device carries a device number, and if the requests initiated by the PC device and the mobile device client are non-Tencent internal traffic, the ADX queries the user identifier mapping table according to the device number.
4. And the user representation mapping table returns the QQ account corresponding to the equipment number to the ADX. Thus, all sources of ad requests can obtain the QQ account.
5. The ADX queries a frequency control configuration database.
6. And the frequency control configuration database returns the frequency control configuration of each DSP.
7. If a DSP creates a frequency control configuration, the ADX inquires an advertisement exposure database according to a QQ account number of an advertisement audience;
8. the ad exposure database returns all of the ad exposures for this QQ account to the ADX.
9. And ADX judges whether the exposed times of the advertisements corresponding to the QQ account in each DSP reach the frequency control times in the frequency control configuration, and if so, determines that the corresponding advertisements in the corresponding DSP are the advertisements reaching the upper limit of the frequency control. The ADX sends a bid request to the DSP, informing the DSP that the advertisement in its frequency control configuration has reached an upper frequency control limit.
10. The DSP inquires an advertisement database of the DSP, filters out advertisements which reach the upper limit of frequency control, selects proper bidding advertisements according to the advertisement bidding information in the bidding request and returns the bidding advertisements to the ADX.
11. And the ADX sorts the bidding advertisements returned by the DSPs, and selects a proper target advertisement to return to the user equipment.
12. The advertisement audience of the user equipment accesses the client to play the advertisement, and the advertisement audience sees the advertisement to generate advertisement exposure.
13. The exposure collection service records the exposure of the advertisement and writes it to the advertisement exposure database.
In the embodiment of the invention, one user is uniquely identified by the QQ account, the mapping relation between the equipment number and the QQ account is stored by the user identification mapping table, and when a certain user equipment sends an advertisement request to the ADX, the ADX can determine the QQ account corresponding to the user equipment, so that the user can know which QQ account user uses the user equipment by randomly giving one equipment number. Therefore, when the number of times of exposure of an advertisement is counted, the counted total number of times of exposure of the advertisement to the same user on a plurality of user devices is calculated, and therefore the advertisement of which the frequency control upper limit is reached corresponding to a certain QQ account determined by the ADX is the advertisement of which the frequency control upper limit is reached in total on the plurality of user devices by the same user.
When the ADX sends the bidding request to the DSP, the advertisements which correspond to the QQ account and reach the upper limit of frequency control are sent to the DSP, so that the DSP can filter the advertisements which reach the upper limit of frequency control when selecting the target advertisements from the advertisement database according to the bidding request, and the advertisements displayed at the user equipment end are the advertisements which do not exceed the upper limit of frequency control for the QQ account. According to the embodiment of the invention, the advertisement exposure frequency is controlled not by the equipment number, but one user is uniquely identified by the QQ account, and the exposure frequency is controlled by the QQ account. In this way, when the same user uses a plurality of user devices, the user devices are identified as the same user to control, and for an advertiser, the advertisement exposure frequency control method provided by the embodiment of the invention can perform cross-screen advertisement exposure frequency control, repeated advertisement delivery can not be performed for the same user, and the advertisement frequency control precision is improved.
The above is an introduction of the advertisement exposure frequency control method in the embodiment of the present invention, and the following is an introduction of the advertisement trading platform in the embodiment of the present invention from the perspective of the functional module.
Embodiments of the present invention provide an advertisement trading platform, and specifically implement the functions of the method for controlling advertisement exposure frequency provided by the above method embodiments (embodiments shown in fig. 4 to 6). The functions can be realized by hardware, and the functions can also be realized by executing corresponding software programs by hardware. The hardware and software include one or more unit modules corresponding to the above functions, which may be software and/or hardware.
As shown in fig. 7, the advertisement trading platform in the embodiment of the present invention includes:
a user identifier obtaining module 701, configured to obtain a user identifier corresponding to a user equipment according to an advertisement request initiated by the user equipment;
an reached frequency control upper limit advertisement obtaining module 702, configured to obtain an advertisement of a reached frequency control upper limit corresponding to the user identifier;
a target advertisement determination module 703, configured to determine a target advertisement in response to the advertisement request, where the target advertisement includes an advertisement obtained after the advertisement reaching the upper frequency control limit has been filtered out;
the sending module 704 is further configured to send the target advertisement to the user equipment.
In some specific embodiments, the ad exchange further comprises:
the reached frequency control upper limit advertisement obtaining module 702 is specifically configured to obtain frequency control configuration of each advertisement of the demand side platform, where the frequency control configuration includes an exposure time upper limit, obtain an exposed time of each advertisement corresponding to the user identifier, and determine an advertisement of which the frequency control upper limit has been reached from each advertisement corresponding to the user identifier, where the advertisement of which the frequency control upper limit has been reached is an advertisement of which the exposed time has reached the exposure time upper limit.
In some specific embodiments:
the frequency control configuration acquired by the achieved frequency control upper limit advertisement acquisition module 702 further includes a frequency control period of each advertisement of the demand side platform; the obtained exposure time upper limit of each advertisement comprises the exposure time upper limit of each advertisement in the corresponding frequency control period; the obtained exposed times of the advertisements corresponding to the user identification comprise the exposed times of the advertisements in the corresponding frequency control period; the determined advertisements reaching the upper frequency control limit comprise the advertisements of which the exposure times reach the upper exposure time limit in the corresponding frequency control period.
In some specific embodiments:
the target advertisement determination module 703 is specifically configured to generate a bid request according to the advertisement request, and send the bid request to the DSP, where the bid request includes an advertisement that has reached the upper frequency control limit; receiving bidding advertisements sent by the DSP, wherein the bidding advertisements comprise advertisements obtained after the DSP selects proper advertisements from an advertisement database according to bidding requests and filters the advertisements reaching the upper limit of frequency control; when the bid of the bid advertisement is successful, the bid advertisement is determined to be the target advertisement.
In some specific embodiments:
the target advertisement determining module 703 is specifically configured to generate a bidding request according to the advertisement request, and send the bidding request to the DSP; receiving bidding advertisements sent by the DSP, wherein the bidding advertisements comprise advertisements selected from an advertisement database by the DSP according to bidding requests; and then judging whether the bidding advertisement belongs to the advertisement in the advertisement reaching the upper frequency control limit, if not, determining the bidding advertisement as the target advertisement when the bidding advertisement is successful.
In some specific embodiments:
the advertisement request carries the user identifier, and the user identifier obtaining module 701 is specifically configured to obtain the user identifier from data reported by the user local terminal and carried by the advertisement request.
In some specific embodiments:
the user identifier obtaining module 701 is specifically configured to determine, according to the device number of the user device, a user identifier corresponding to the device number from a user identifier mapping table, where the user identifier mapping table stores a mapping relationship between the device number and the user identifier.
In some specific embodiments, the ad exchange further comprises:
a receiving module 705, configured to receive an exposure of a target advertisement sent by a user equipment;
and an exposure time recording module 706, configured to record, according to the exposure of the target advertisement, the number of times that the target advertisement has been exposed corresponding to the user identifier.
Please refer to the above method embodiments (embodiments shown in fig. 4 to 6) for information interaction between the functional modules of the advertisement trading platform in the embodiments of the present invention, which is not described herein again.
In the embodiment of the present invention, a user identifier obtaining module 701 obtains a user identifier corresponding to a user device according to an advertisement request initiated by the user device, a frequency controlled upper limit reached advertisement obtaining module 702 obtains an advertisement with a frequency controlled upper limit reached corresponding to the user identifier, a target advertisement determining module 703 determines a target advertisement responding to the advertisement request, where the target advertisement is obtained after the frequency controlled upper limit reached advertisement is filtered out, and then a sending module 702 sends the target advertisement to the user device for displaying. The embodiment of the invention does not control the advertisement exposure frequency through the equipment number, but uniquely identifies one user through the user identification and controls the advertisement exposure frequency through the user identification. In this way, when the same user uses a plurality of user devices, the user devices are identified as the same user to control, and for an advertiser, the advertisement exposure frequency control method provided by the embodiment of the invention can perform cross-screen advertisement exposure frequency control, repeated advertisement delivery can not be performed for the same user, and the advertisement frequency control precision is improved.
From the perspective of hardware implementation, in practical application, the ADX may be a server, may be one server, or may be a server cluster.
Fig. 8 is a schematic diagram of a server 800 according to an embodiment of the present invention, which may have a relatively large difference due to different configurations or performances, and may include one or more Central Processing Units (CPUs) 822 (e.g., one or more processors) and a memory 830. Where memory 830 has stored thereon one or more stored application programs 842, data 844, and one or more operating systems 841, the programs stored in memory 830 may include one or more modules (not shown), each of which may comprise a sequence of instructions operating on a server. Still further, a central processor 822 may be configured to communicate with the memory 830, and execute a series of instruction operations in the memory 830 on the server 800, specifically, execute some or all of the steps executed by the ADX in the above-described method for controlling advertisement exposure frequency (the embodiments shown in fig. 1 to 6).
The operating system 841 may be, for example, Windows Server, Mac OS XTM, UnixTM, LinuxTM, FreeBSDTM, etc., among others.
The server 800 may also include one or more power supplies 826, one or more wired or wireless network interfaces 850, and one or more input-output interfaces 858.
In addition, the present invention also provides a computer storage medium, which stores an application program, the program executing the application program including part or all of the steps executed by ADX in the above-mentioned method for controlling advertisement exposure frequency (the embodiment shown in fig. 1 to 6).
It can be clearly understood by those skilled in the art that, for convenience and simplicity of description, the specific working processes of the above-described systems, apparatuses and units may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again.
In the several embodiments provided in the present application, it should be understood that the disclosed system, apparatus and method may be implemented in other ways. For example, the above-described apparatus embodiments are merely illustrative, and for example, the division of the units is only one logical division, and other divisions may be realized in practice, for example, a plurality of units or components may be combined or integrated into another system, or some features may be omitted, or not executed. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection through some interfaces, devices or units, and may be in an electrical, mechanical or other form.
The units described as separate parts may or may not be physically separate, and parts displayed as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.
In addition, functional units in the embodiments of the present invention may be integrated into one processing unit, or each unit may exist alone physically, or two or more units are integrated into one unit. The integrated unit can be realized in a form of hardware, and can also be realized in a form of a software functional unit.
The integrated unit, if implemented in the form of a software functional unit and sold or used as a stand-alone product, may be stored in a computer readable storage medium. Based on such understanding, the technical solution of the present invention may be embodied in the form of a software product, which is stored in a storage medium and includes instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the steps of the method according to the embodiments of the present invention. And the aforementioned storage medium includes: various media capable of storing program codes, such as a usb disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk, or an optical disk.
The above-mentioned embodiments are only used for illustrating the technical solutions of the present invention, and not for limiting the same; although the present invention has been described in detail with reference to the foregoing embodiments, it will be understood by those of ordinary skill in the art that: the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; and such modifications or substitutions do not depart from the spirit and scope of the corresponding technical solutions of the embodiments of the present invention.
Claims (10)
1. A method for controlling advertisement exposure frequency is characterized by comprising the following steps:
an advertisement transaction platform ADX acquires an equipment number of user equipment from an advertisement request initiated by the user equipment, and determines a plurality of different types of user identifications corresponding to the equipment number from a user identification mapping table according to the equipment number, wherein the user identification mapping table stores mapping relations between the equipment number and the plurality of different types of user identifications, and the plurality of different types of user identifications belong to different traffic site platforms of the same user equipment or different traffic site platforms of different user equipment and are used for identifying the same user;
the ADX acquires the exposed times of different flow site platforms of each advertisement on the same user equipment and different user equipment according to the user identifications of different types, and determines the advertisement reaching the frequency control upper limit from the advertisements corresponding to the user identifications of different types; the exposed times are the sum of the exposed times of all the advertisements on different flow site platforms of all the user equipment;
the ADX generates a bidding request according to the advertisement request, and sends the bidding request to the DSP, wherein the bidding request comprises the advertisement reaching the upper limit of the frequency control; the ADX receives bidding advertisements sent by the DSP, wherein the bidding advertisements comprise advertisements obtained after the DSP selects advertisements from an advertisement database according to the bidding request and filters the advertisements reaching the upper frequency control limit; when the bidding of the bidding advertisement is successful, the ADX determines that the bidding advertisement is a target advertisement;
alternatively, the first and second electrodes may be,
the ADX generates a bidding request according to the advertisement request and sends the bidding request to the DSP; the ADX receives bidding advertisements sent by the DSP, wherein the bidding advertisements comprise advertisements selected by the DSP from an advertisement database according to the bidding request; the ADX judges whether the bidding advertisement belongs to the advertisement in the advertisement reaching the upper frequency control limit; if the bid advertisement does not belong to the advertisement in the advertisement reaching the upper frequency control limit and when the bid advertisement bids successfully, the ADX determines that the bid advertisement is the target advertisement;
the ADX sends the targeted advertisement to the user device.
2. The method of claim 1, wherein the ADX obtains the number of times each advertisement has been exposed on different traffic site platforms of the same user equipment and different user equipments according to the different types of user identifiers, and determining the advertisement that has reached the upper limit of frequency control from the advertisements corresponding to the different types of user identifiers comprises:
the ADX acquires the frequency control configuration of each advertisement of the demand side platform DSP, wherein the frequency control configuration comprises an upper limit of exposure times;
the ADX acquires the exposed times of the advertisements corresponding to the different types of user identifications on different flow site platforms of the same user equipment and different user equipment;
and the ADX determines the advertisement reaching the upper limit of the frequency control from the advertisements corresponding to the different types of user identifications, wherein the advertisement reaching the upper limit of the frequency control comprises the advertisement of which the exposure times reach the upper limit of the exposure times.
3. The method according to any of claims 1 to 2, wherein the ADX obtaining the user identifier corresponding to the user equipment according to the advertisement request initiated by the user equipment comprises:
the advertisement request carries the user identifiers of the different types, and the ADX obtains the user identifiers of the different types from the advertisement request.
4. The method according to any one of claims 1 to 2, further comprising:
the ADX receives the exposure of the target advertisement sent by the user equipment;
and the ADX records the exposed times of the target advertisement corresponding to the user identifications of the different types according to the exposure of the target advertisement.
5. An ad exchange platform, comprising:
a user identifier obtaining module, configured to determine, according to a device number, multiple different types of user identifiers corresponding to the device number from a user identifier mapping table, where the user identifier mapping table stores mapping relationships between the device number and multiple different types of user identifiers, and the multiple different types of user identifiers belong to different traffic site platforms of the same user device or belong to different traffic site platforms of different user devices, and are used to identify the same user;
the achieved frequency control upper limit advertisement acquisition module is used for acquiring the exposure times of each advertisement on the same user equipment and different user equipment according to the user identifications of different types, and determining the advertisement with the achieved frequency control upper limit from the advertisements corresponding to the user identifications of different types; the exposed times are the sum of the exposed times of different traffic site platforms of each advertisement on each user equipment;
a target advertisement determination module for determining a target advertisement responding to the advertisement request, wherein the target advertisement comprises an advertisement obtained after the advertisement reaching the upper frequency control limit is filtered out;
the sending module is further used for sending the target advertisement to the user equipment;
the frequency-controlled upper limit advertisement acquisition module is specifically used for acquiring frequency control configuration of each advertisement of the DSP, wherein the frequency control configuration comprises an exposure time upper limit, and acquiring the exposure times of each advertisement corresponding to the plurality of different types of user identifications on different traffic site platforms of the same user equipment and different user equipment; determining the advertisements reaching the upper frequency control limit from the advertisements corresponding to the user identifications of the different types, wherein the advertisements reaching the upper frequency control limit comprise the advertisements with the exposure times reaching the upper exposure time limit;
the target advertisement determining module is specifically configured to generate a bidding request according to the advertisement request, and send the bidding request to the DSP, where the bidding request includes the advertisement that has reached the upper frequency control limit;
receiving bidding advertisements sent by the DSP, wherein the bidding advertisements comprise advertisements obtained after the DSP selects advertisements from an advertisement database according to the bidding requests and filters the advertisements reaching the upper limit of frequency control; when the bidding of the bidding advertisement is successful, determining the bidding advertisement as the target advertisement.
6. The ad exchange platform of claim 5,
the target advertisement determining module is specifically used for generating a bidding request according to the advertisement request and sending the bidding request to the DSP; receiving bidding advertisements sent by the DSP, wherein the bidding advertisements comprise advertisements selected by the DSP from an advertisement database according to the bidding requests; and then judging whether the bidding advertisement belongs to the advertisement in the advertisement with the reached upper frequency control limit, if not, determining the bidding advertisement as the target advertisement when the bidding advertisement is successful in bidding.
7. The ad exchange platform of any one of claims 5 to 6,
the advertisement request carries the user identifications of the different types;
the user identifier obtaining module is specifically configured to obtain the multiple different types of user identifiers from the advertisement request.
8. The ad exchange of any one of claims 5 to 6, further comprising:
the receiving module is used for receiving the exposure of the target advertisement sent by the user equipment;
and the exposure frequency recording module is used for recording the exposed frequency of the target advertisement corresponding to the user identifications of the different types according to the exposure of the target advertisement.
9. A computer-readable storage medium having stored thereon an application program, which when executed implements the method of controlling advertisement exposure frequency of any one of claims 1 to 4.
10. A server, comprising:
the system comprises at least one central processing unit and at least one memory connected with the central processing unit;
when the central processing unit and the memory connected with the central processing unit are in communication, the central processing unit executes operation instructions in the memory connected with the central processing unit on the server so as to execute the control method of the advertisement exposure frequency according to any one of claims 1 to 4.
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| PCT/CN2018/073618 WO2018133863A1 (en) | 2017-01-22 | 2018-01-22 | Advertisement exposure frequency control method and advertisement exchange platform |
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| CN106846062B (en) * | 2017-01-22 | 2022-09-23 | 腾讯科技（深圳）有限公司 | Control method of advertisement exposure frequency and advertisement trading platform |
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