CN108022115B

CN108022115B - Information processing method, device and equipment

Info

Publication number: CN108022115B
Application number: CN201610928307.7A
Authority: CN
Inventors: 韦柏松; 揭磊骏; 马伟; 袁川
Original assignee: Beijing Baidu Netcom Science and Technology Co Ltd
Current assignee: Beijing Baidu Netcom Science and Technology Co Ltd
Priority date: 2016-10-31
Filing date: 2016-10-31
Publication date: 2022-10-28
Anticipated expiration: 2036-10-31
Also published as: CN108022115A

Abstract

The embodiment of the invention discloses an information processing method, device and equipment. The method comprises the following steps: extracting a user identifier included in the acquired real-time traffic data; determining an information interaction platform corresponding to the real-time flow data according to the source of the real-time flow data; extracting a crowd orientation rule predefined by an information interaction platform; calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification; and processing the real-time flow data according to the rule matching result. The technical scheme of the invention enables the flow transaction platform to obtain the decision data required by the information interaction platform in an interface calling mode, provides real-time data service for each party of the flow transaction in a safe and controllable mode, improves the flow transaction efficiency, promotes ecological prosperity of digital marketing, realizes flexible and efficient application of internal and external data, and improves the use experience of the information interaction platform on the flow transaction service platform.

Description

Information processing method, device and equipment

Technical Field

Embodiments of the present invention relate to information processing technologies, and in particular, to an information processing method, apparatus, and device.

Background

A traffic transaction Service platform, typically, a Baidu Exchange Service (BES), is a transaction platform based on an RTB (Real-Time Bidding transaction) protocol, and covers a large amount of high-quality traffic resources, including portals and vertical industry websites, and widely covers various audiences.

When an existing traffic transaction Platform performs traffic transaction, when a user enters a traffic transaction Platform for one time of exposure (for example, real-time traffic data generated when a user clicks and opens an XX website), the traffic transaction Platform analyzes the exposure according to user data stored in the traffic transaction Platform, and determines basic information (for example, occupation, gender, age, or the like) corresponding to the exposure, a DSP (Demand-Side Platform) may determine whether to bid for the exposure according to the basic information corresponding to the exposure, and an SSP (supply-Side Platform) may also determine whether to display promotion information for the user corresponding to the exposure according to the basic information.

The main defects of the prior art are as follows: data provided by one party of the traffic transaction platform cannot meet the actual use requirements of the DSP or the SSP, and in the traffic transaction process, the data of the first party accumulated by the data exchange platform and the customized data acquired from a third party data provider may need to be used for analyzing one-time exposure so as to realize accurate and effective traffic transaction.

Disclosure of Invention

In view of this, embodiments of the present invention provide an information processing method, apparatus, and device to optimize an information providing technology of an existing traffic transaction service platform, and implement secure, controllable, and flexible application of private data.

In a first aspect, an embodiment of the present invention provides an information processing method, including:

extracting a user identifier included in the acquired real-time traffic data;

determining an information interaction platform corresponding to the real-time flow data according to the source of the real-time flow data;

extracting a crowd orientation rule predefined by the information interaction platform;

calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification;

and processing the real-time flow data according to a rule matching result.

In a second aspect, an embodiment of the present invention further provides an information processing apparatus, including:

the user identifier extraction module is used for extracting the user identifier included in the acquired real-time flow data;

the information interaction platform determining module is used for determining an information interaction platform corresponding to the real-time flow data according to the source of the real-time flow data;

the crowd orientation rule extraction module is used for extracting crowd orientation rules predefined by the information interaction platform;

the interface calling module is used for calling a crowd directional query interface corresponding to the crowd directional rule and carrying out rule matching on the user identification;

and the flow processing module is used for processing the real-time flow data according to the rule matching result.

In a third aspect, an embodiment of the present invention further provides an apparatus, including:

one or more processors;

a storage device for storing one or more programs,

when the one or more programs are executed by the one or more processors, the one or more processors are caused to implement the methods of the embodiments of the present invention.

In the embodiment of the invention, a flow transaction platform firstly determines an information interaction platform corresponding to the acquired real-time flow data; then extracting a crowd orientation rule predefined by the information interaction platform; calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification; and processing the real-time traffic data according to a rule matching result, so that the traffic transaction platform can acquire decision data required by the information interaction platform in an interface calling mode, and provide real-time data service for each party of traffic transaction in a safe and controllable mode, thereby improving traffic transaction efficiency, promoting ecological prosperity of digital marketing, realizing flexible and efficient application of internal and external data, and improving the use experience of the information interaction platform on the traffic transaction service platform.

Drawings

Fig. 1 is a flowchart of an information processing method according to a first embodiment of the present invention;

fig. 2 is a flowchart of an information processing method according to a second embodiment of the present invention;

fig. 3 is a schematic diagram of an information processing method according to a third embodiment of the present invention;

fig. 4 is a flowchart of an information processing method according to a fourth embodiment of the present invention;

fig. 5 is a flowchart of an information processing method according to a fifth embodiment of the present invention;

fig. 6 is a flowchart of an information processing method according to a sixth embodiment of the present invention;

fig. 7 is a block diagram of an information processing apparatus according to a seventh embodiment of the present invention;

fig. 8 is a block diagram of an electronic device according to an eighth embodiment of the present invention.

Detailed Description

In order to make the objects, technical solutions and advantages of the present invention more apparent, embodiments of the present invention are described in further detail below with reference to the accompanying drawings. It is to be understood that the specific embodiments described herein are merely illustrative of the invention and are not limiting of the invention.

It should be further noted that, for the convenience of description, only some but not all of the relevant aspects of the present invention are shown in the drawings. Before discussing exemplary embodiments in more detail, it should be noted that some exemplary embodiments are described as processes or methods depicted as flowcharts. Although a flowchart may describe the operations (or steps) as a sequential process, many of the operations can be performed in parallel, concurrently, or simultaneously. In addition, the order of the operations may be re-arranged. The process may be terminated when its operations are completed, but may have additional steps not included in the figure. The processes may correspond to methods, functions, procedures, subroutines, subprograms, and the like.

For the sake of clarity and understanding of the various embodiments of the present invention, the basic concepts involved in the embodiments of the present invention will first be briefly described:

media: a carrier that provides advertising locations, such as: "XX website";

the advertiser: those who want to advertise their own brand or product, for example: BMW, eurya, mongolian cattle, etc.;

SSP: a supplier platform, a platform for managing and selling inventory of advertising assets provided by the media.

And (3) DSP: and the demand side platform is a platform for decision-making and bid-offering of the advertisers and monitoring the advertisement putting amount.

A flow transaction platform: and connecting the SSP and the DSP platform to enable the SSP and the DSP platform to complete the traffic transaction on the traffic transaction platform.

The process of completing a traffic transaction on a traffic transaction platform may include:

when a terminal user clicks and opens a webpage, an SSP (secure user protocol) cooperating with the webpage sends a request to a traffic trading platform, and the traffic trading platform quickly sends announcements to all DSP (digital signal processor) platforms to make the DSP platforms offer a bid for the showing opportunity; at this time, the DSP platform can know whether the terminal user meets the requirement of the advertiser or not through the flow transaction platform or other third-party data platforms, and then determines whether to bid or not, how much the bid should be bid, what creativity is given to the advertiser, and the like; and finally, the flow transaction platform makes a decision through bidding, which DSP with a higher bid price is selected as the DSP with a successful bidding price by the flow transaction platform, the advertisement information sent by the DSP with the successful bidding price is returned to the SSP, the SSP displays the advertisement information in a webpage opened by a terminal user, and the flow transaction process is finished once.

First embodiment

Fig. 1 is a flowchart of an information processing method according to a first embodiment of the present invention, where the method of this embodiment may be executed by an information processing apparatus, the apparatus may be implemented by hardware and/or software, and may be generally integrated in a server, and typically, the server may be a server of a traffic transaction platform (e.g., a hundred-degree traffic transaction platform, etc.). The method of the embodiment specifically includes:

110. and extracting the user identification included in the acquired real-time traffic data.

Generally, an SSP installs a plug-in a page of a media website with which it cooperates, or adds an SDK (Software Development Kit) in an APP (application) of the media website. Correspondingly, when the user opens the page of the media website in a browser or APP manner, the SSP obtains the above operation of the user through the plug-in or the SDK, and the page to be opened is used as a carrier of the advertisement to be pushed. In this embodiment, the information generated by the user triggered by the above operation is referred to as real-time traffic data, which may also be referred to as an exposure of the end user, and the user triggered to generate the exposure may also be referred to as an exposure user.

Meanwhile, when the user opens the page of the media website, the plug-in or the SDK simultaneously acquires the user identification for representing the user identity, and encapsulates the identity identification information in the real-time flow data to be sent to the SSP.

Wherein the user identification may include: a login account registered by a user on a set website, an International Mobile Equipment Identity (IMEI) of a user terminal, an Identity field offset (IDFA) of the user terminal, an advertisement Identifier (advertisement Identifier) of the user terminal, a physical address of the user terminal, and the like.

And after receiving the real-time traffic data including the user identifier, the SSP reports the real-time traffic data to a traffic transaction platform.

If the SSP sets the push direct-cast advertisement and stipulates the crowd targeting rule, the flow transaction platform matches with the crowd targeting rule preset by the SSP based on the user identification in the received real-time flow data, and directly pushes the direct-cast advertisement to the corresponding exposure user after the matching is successful;

if SSP sets the push bidding advertisement, the real-time flow data is used as the flow to be bid, the flow is distributed downstream through a flow distribution module in a flow transaction platform, and is matched with the crowd oriented rule preset by the DSP based on the user identification in the real-time flow data, and the matching result is packaged in the request to be bid and is sent to the corresponding DSP. And after receiving the bidding results returned by the DSPs, the flow transaction platform pushes the advertisement provided by the DSP with the highest bidding value to the corresponding exposure user.

120. And determining an information interaction platform corresponding to the real-time flow data according to the source of the real-time flow data.

In this embodiment, the information interaction platform may include a DSP and an SSP.

As described above, when the real-time traffic data is generated by an operation of a user viewing a target media, the SSP may be determined as an information interaction platform corresponding to the real-time traffic data;

when the real-time traffic data is the real-time traffic data to be bid issued by the traffic distribution module in the traffic trading platform, the DSP may be determined to be the information interaction platform corresponding to the real-time traffic data.

130. And extracting a crowd orientation rule predefined by the information interaction platform.

In this embodiment, if the information interaction platform is an SSP and the SSP has preset push direct-cast advertisements, a crowd targeting rule may be predefined in the SSP. For example, direct advertisements preset in SSP are bmabou and elegance, and "push elegance advertisement to white-collar women aged 20 to 30" and bmabou advertisement to business men aged 30 to 40 "are defined in advance.

In this embodiment, the crowd sourcing rule may be defined in the form of a tag. For example: the "middle-aged business men" label or a uniquely distinguishable digital label "0010110" is used to represent the group targeting rule of business men aged 30-40.

140. And calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification.

In this embodiment, the crowd sourcing query interface may include: the flow transaction platform comprises a data query interface, a data query platform data query interface associated with the flow transaction platform, a third-party data platform data query interface, a supplier platform data query interface, a demand side platform data query interface and the like.

It will be appreciated by those skilled in the art that in addition to the traffic trading platform providing crowd targeting services, some third party data platforms may also provide crowd targeting services, and more particularly, even a DSP or SSP may perform crowd targeting services based on its own accumulated user data.

Accordingly, the crowd oriented service provider required by the SSP or DSP may be more than one, and it is a core invention point of the embodiment of the present invention how to enable the SSP or DSP to simply and conveniently obtain the decision data provided by the service provider on the premise of ensuring the data privacy of different crowd oriented service providers.

In this embodiment, the decision data is acquired by calling crowd oriented query interfaces provided by different service providers.

In a simple example, the DSP customizes the crowd targeting service provided by both the traffic trading platform and a third-party data platform, and the DSP defines a rule of a crowd targeting rule in the traffic trading platform as "middle-aged business men", determines a rule label corresponding to the rule in the traffic trading platform as "00010", and determines a crowd label corresponding to the rule in the third-party data platform as "0110". After a piece of real-time flow data is obtained on a flow transaction platform, and a user identification in the real-time flow data is extracted, corresponding crowd directional query interfaces are respectively called on the basis of the user identification, the rule label and the crowd label, the hit condition of the user identification to the crowd directional rule is queried and returned to the DSP, and the DSP accurately determines the competitive value based on the real-time flow data through decision data of different platforms (the flow transaction platform and a third-party data platform).

150. And processing the real-time flow data according to a rule matching result.

In this embodiment, the traffic transaction platform may adopt different processing modes for the real-time traffic data based on different information interaction platform types.

Second embodiment

Fig. 2 is a flowchart of an information processing method according to a second embodiment of the present invention. In this embodiment, the crowd targeting rule is optimized based on the above embodiment as follows: flow transaction platform crowd orientation rules; optimizing a crowd-sourcing query interface corresponding to the crowd-sourcing rule as: the flow transaction platform is provided with a data query interface;

correspondingly, before extracting the crowd directing rule predefined by the information interaction platform, the method preferably further includes: acquiring a crowd definition rule sent by the information interaction platform, and searching a user matched with the crowd definition rule in a database owned by the traffic transaction platform; adding a rule tag corresponding to the crowd definition rule for the matched user in a database owned by the traffic transaction platform, and providing the rule tag for a corresponding information interaction platform;

optimizing the crowd-sourcing rules to the rule labels;

and invoking a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching optimization on the user identification as follows: acquiring a self-owned data query interface of the traffic transaction platform corresponding to the crowd oriented rule; and sending the user identification and the crowd oriented rule to a data query interface owned by the traffic transaction platform so as to query whether the user identification hits the crowd corresponding to the rule tag.

Correspondingly, the method of the embodiment specifically includes:

210. and acquiring a crowd definition rule sent by an information interaction platform, and searching a user matched with the crowd definition rule in a database owned by the traffic transaction platform.

In this embodiment, the definition and matching of the crowd targeting rule by the information interaction platform based on the data stored in the traffic transaction platform are mainly introduced.

It will be appreciated that a population with a particular attribute will necessarily have certain common characteristics, and thus the population definition rules specifically refer to one or more feature data that may be used to partition the attributes of the population. For example, if the information transaction platform is a DSP, and the DSP is specifically an advertising sponsor of a mother-and-baby brand, a target group of people that the DSP focuses on is mainly "beginner-mom", and if the group of people is defined by the feature data, it is obvious that search keywords of the class of "beginner-mom" in the internet have a certain commonality, for example, keywords such as "newborn", "feeding", "complementary food", and "paper diaper" are always searched; or always visit some nursery sites such as "mom help" or "baby tree".

Correspondingly, the crowd-sourcing rule may specifically include a keyword set or a URL (Uniform Resource Locator) set, and the DSP describes the crowd to be located by using the keyword set or the URL set, so as to generate the needed crowd-sourcing rule.

Further, for the previous example, if the advertising promoters of the mother-and-baby brand themselves have mastered some internet cookies of users with typical characteristics of "beginner-mom", the internet cookies can be directly used as the crowd definition rules. Here, the Cookie refers to data stored in a local terminal of a user in a website for identifying the user identity and tracking a session.

Of course, it will be appreciated that the user-defined rules may also include other forms, such as: the user characteristics are defined directly, "35 years old, mother", etc., and this embodiment does not limit this.

Obviously, different crowd definition requirements of the information interaction platform can be met by defining different types of crowd definition rules (keyword sets, URL sets or Cookie sets and the like), and the flexibility of the whole scheme can be improved.

In this embodiment, after obtaining the crowd definition rule provided by the information interaction platform, the user matching the crowd definition rule may be searched in the database owned by the traffic transaction platform.

The traffic transaction platform comprises a database, a traffic transaction platform and a database, wherein the database of the traffic transaction platform stores user information of different users and user information related to the users, wherein the user information can be information autonomously reported by the users, for example, personal information (for example, sex, age or occupation) autonomously reported by the users when the users register members or legally log in the users, or user information acquired by capturing user behavior data, typically, search terms which are searched or browsed by the users or historical URLs which are visited by the users and the like acquired by capturing internet cookies of the users.

In a preferred implementation manner of this embodiment, the traffic transaction platform has internet cookies stored in a database thereof for various users.

For the previous example, the user-defined rule sent by the DSP may be directly matched with user behavior data (e.g., behavior feature keywords, i.e., keywords that the user has searched or browsed once, or historical access URLs, etc.) included in each Cookie, and the Cookie successfully matched may be directly used as the user matched with the crowd-defined rule;

further, because the internet Cookie generally includes identification information of the user, for example, if the user accesses the internet through a desktop, the user identification included in the generated internet Cookie is mainly a login account (e.g., a hundred degree account, or a skyline account, etc.) registered by the user in a website browsed by the user, if the user accesses the internet through a mobile phone, the user identification included in the generated internet Cookie is mainly an IMEI of the mobile phone, and more specifically, if the user accesses the internet based on an IOS (internet Operating System), the generated internet Cookie may also be an IDFA of the IOS System. Therefore, the Cookie stored in the database of the traffic transaction platform can be analyzed in a Cookie decryption mode, and the analyzed user identifier and the Cookie corresponding to the user identifier are correspondingly stored.

Correspondingly, when matching the crowd definition rule, the Cookie stored in the database of the traffic transaction platform can be matched with the crowd definition rule, and the user identifier corresponding to the Cookie successfully matched with the traffic transaction platform can be used as the user matched with the crowd definition rule.

220. And adding a rule tag corresponding to the crowd definition rule for the matched user in the own database of the flow transaction platform, and providing the rule tag for a corresponding information interaction platform.

As described above, if the matched user in the own database of the traffic trading platform is a specific Cookie, a rule tag can be directly added to the Cookie in the own database of the traffic trading platform; if the matched user in the own database of the traffic trading platform is the user identifier, a rule tag can be added to the user identifier in the own database of the traffic trading platform.

The rule tag can be a unique identifier which is automatically generated by a system and corresponds to the crowd-defined rule.

It can be understood that, the traffic transaction platform may receive the crowd-defined rule sent by one or more DSPs (or SSPs), and may also receive one or more crowd-defined rules sent by the same DSP (or SSP), and accordingly, the same user in the own database of the traffic transaction platform may be matched with the one or more crowd-defined rules, so that, in order to distinguish users matched with different crowd-defined rules, it is necessary to add a unique identifier (rule tag) to a user database for users matched with different crowd-defined rules, and return the rule tag to the corresponding information interaction platform, so that the information interaction platform queries the rule tag.

For example, the DSP1 sends a crowd definition rule 1 and a crowd definition rule 2 to the traffic trading platform, and the traffic trading platform adds a rule tag 000001 to a user matched with the crowd definition rule 1 and adds a rule tag 000002 to a user matched with the crowd definition rule 2 in the traffic trading platform's own database, and returns the rule tags 000001 and 000002 to the DSP1; the SSP1 sends the crowd definition rule 3 to the flow transaction platform, and the flow transaction platform adds the rule label 000003 to the user matched with the crowd definition rule 3 in the own database of the flow transaction platform and returns the rule label 000003 to the SSP1.

230. And extracting the user identification included in the acquired real-time flow data.

240. And extracting the crowd orientation rule predefined by the information interaction platform.

In this embodiment, the crowd sourcing rule is the rule tag.

250. And acquiring a self-owned data query interface of the flow transaction platform corresponding to the crowd oriented rule.

In this embodiment, from the perspective of protecting user privacy, the traffic transaction platform is not suitable for directly exposing data in the own database of the traffic transaction platform to the DSP or SSP, but the data capability of the traffic transaction platform can be controllably exposed to the DSP or SSP by a way of defining and then querying by the DSP or SSP, so as to improve the advertisement transaction efficiency in the traffic transaction platform. Namely, a data query interface owned by a traffic transaction platform is provided to provide the DSP or SSP with a query result based on the rule tag.

260. And sending the user identification and the crowd oriented rule to a data query interface owned by the traffic transaction platform so as to query whether the user identification hits the crowd corresponding to the rule tag.

270. And processing the real-time flow data according to a rule matching result.

According to the technical scheme of the embodiment, a crowd definition rule sent by the information interaction platform is obtained, and a user matched with the crowd definition rule is searched in a database owned by the traffic transaction platform; the technical means of adding the rule tag corresponding to the crowd definition rule to the matched user in the database of the traffic transaction platform and providing the rule tag to the corresponding information interaction platform realizes passive response to an external request, and opens the data capability of the traffic transaction platform to the DSP or SSP in a controllable manner while ensuring the privacy of internet users for guiding the accurate delivery of the popularization information, thereby greatly improving the consumption and transaction efficiency of the DSP or SSP on the traffic transaction service platform and improving the use experience of the DSP or SSP on the traffic transaction service platform.

Third embodiment

Fig. 3 is a flowchart of an information processing method according to a third embodiment of the present invention. In this embodiment, the crowd targeting rule is optimized based on the above embodiment as follows: external platform crowd orientation rules; optimizing a crowd-sourcing query interface corresponding to the crowd-sourcing rule as: an external data query interface;

correspondingly, before extracting the crowd oriented rule predefined by the information interaction platform, the method preferably further includes: providing the crowd label list provided by the external platform to the information interaction platform;

optimizing the crowd targeting rule to the crowd label;

and invoking a crowd directional query interface corresponding to the crowd directional rule, and optimizing the rule matching of the user identifier into the following steps: acquiring an external data query interface corresponding to the crowd oriented rule; and sending the user identification and the crowd directing rule to the external data query interface to query whether the user identification hits the crowd corresponding to the crowd tag.

Correspondingly, the method of the embodiment specifically includes:

310. and providing the crowd label list provided by the external platform to an information interaction platform.

As described above, the information interaction platform may wish to use a crowd sourcing service in addition to a crowd sourcing service, and in this embodiment, the decision data of the external data platform may be obtained by calling an external data query interface provided by the external platform on the premise of protecting privacy of the external data, so that the existing functions of the traffic transaction platform are greatly expanded.

Wherein the external platform comprises at least one of: the system comprises a data query platform, a third-party data platform, a supplier platform and a demand-side platform which are associated with a flow transaction platform.

In a specific example, a large number of user internet logs are stored in the hectometer flow transaction platform, and after real-time flow data is obtained, crowd oriented services can be provided based on the user internet logs, however, when a DSP determines a bidding strategy, it may be desirable to obtain purchase records of a user, even motion trajectory data of the user, and server sides of two applications, namely, hectometer glutinous rice and hectometer map, store a large number of user purchase logs and user motion trajectory data, so that the hectometer flow transaction platform can obtain data provided by the two application servers (i.e., a data query platform associated with the flow transaction platform) in an interface calling manner.

In consideration of privacy protection of user data stored in the external platform, if the DSP or SSP desires to use a crowd targeting service provided by the external platform in the traffic transaction platform, a crowd tag list provided by the external platform may be first obtained, that is, a type of a crowd that can be targeted provided by the external platform, for example, a crowd tag list provided in a third-party data platform includes: "New-arm mom", "20-30 year old white collar female" and "30-40 high-end business man", etc. The DSP or SSP may select the desired targeted demographic type based on the list of crowd labels.

In the previous example, the SSP associated with a certain media website defines in advance that the opal advertisement is pushed to the white-collar women of 20-30 years old, and wants to acquire the crowd targeting service provided by the third-party data platform, the crowd tag of the white-collar women of 20-30 years old can be acquired in the crowd tag list provided by the third-party data platform as the crowd targeting rule.

320. And extracting the user identification included in the acquired real-time flow data.

330. And extracting a crowd orientation rule predefined by the information interaction platform.

Wherein the crowd targeting rule comprises the crowd label.

340. And acquiring an external data query interface corresponding to the crowd oriented rule.

350. And sending the user identification and the crowd direction rule to the external data query interface so as to query whether the user identification hits the crowd corresponding to the crowd label.

In this embodiment, the flow transaction platform may not store data in various external platforms, and only the unified external data query interface is agreed with the various external platforms, and when the flow transaction platform needs to query external data for real-time flow data, only the user identifier of the real-time flow data and the crowd tag to be oriented are sent to the external data query interface, so that the decision data provided by the external platforms can be simply and conveniently obtained.

360. And processing the real-time flow data according to a rule matching result.

According to the technical scheme of the embodiment, the crowd label list provided by the external platform is provided for the information interaction platform, and an external data query interface corresponding to the crowd orientation rule is obtained; the technical means of sending the user identifier and the crowd tag to the external data query interface to query whether the user identifier hits the crowd corresponding to the crowd tag is achieved, a calling interface and data output of full Application Program Interface (API) is achieved, application and development cost of external data are minimized, data distribution and calculation are decoupled, technical effects of flexibly accessing various internal/external data sources are achieved, the existing crowd oriented service function of a flow transaction platform is expanded, and service requirements of a DSP and an SSP are greatly met.

Fourth embodiment

Fig. 4 is a flowchart of an information processing method according to a fourth embodiment of the present invention. In this embodiment, the information interaction platform corresponding to the real-time traffic data is determined according to the source of the real-time traffic data and is optimized as follows:

when the real-time flow data is generated by triggering of a user to check target media in real time, determining a supplier platform as an information interaction platform corresponding to the real-time flow data;

and optimizing the real-time flow data according to the rule matching result into the following steps: and if the rule matching is successful, the real-time flow data is sent to a data delivery end associated with the target media through a flow distribution module in a flow transaction platform.

Correspondingly, the method of the embodiment specifically includes:

410. and extracting the user identification included in the acquired real-time traffic data.

420. And when the real-time flow data is generated by triggering of the user to view the target media in real time, determining the supplier platform as an information interaction platform corresponding to the real-time flow data.

The target media may specifically refer to a specific website homepage, for example: hundredths of degrees or new waves, etc.

430. And extracting the crowd orientation rule predefined by the information interaction platform.

440. And calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification.

450. Judging whether the rule matching is successful: if yes, go to 460; otherwise, 470 is performed.

460. And sending the real-time flow data to a data delivery end associated with the target media through a flow distribution module in a flow transaction platform.

In this embodiment, after a user generates real-time traffic data by checking a target media trigger, if the traffic trading platform determines that the real-time traffic data satisfies a crowd targeting rule predefined by the SSP, the real-time traffic data may be directly sent to a data delivery end associated with the target media through a traffic distribution module, so as to implement advertisement direct delivery. For example: if the user identification corresponding to one real-time flow data is determined to be in accordance with a person group of 20-30 year old white-collar women predefined by SSP, the flow transaction platform can directly send the real-time flow data to a data delivery end of an Erlyya advertisement associated with a target media in advance, so that the data delivery end can push the Erlyya advertisement to be delivered to a website clicked and viewed by the user.

470. And adopting a matching failure processing strategy to process the real-time flow data.

In this embodiment, if the real-time traffic data does not successfully match the crowd targeting rule, the real-time traffic data may be processed according to a preset matching failure processing policy (for example, not pushing an advertisement or pushing a random type of advertisement).

The technical scheme of the embodiment provides a crowd oriented service providing method based on SSP, the SSP can define different types of crowd oriented rules based on data provided by different crowd oriented service providers, after a flow transaction platform acquires real-time flow data, crowd orientation is carried out on the real-time flow data based on the crowd oriented rules predefined by the SSP, and the technical effect of pushing direct-cast advertisements to users meeting the crowd oriented rules is finally achieved, so that the flow transaction platform can acquire decision data required by the SSP in an interface calling mode, real-time data service is provided for the SSP in a safe and controllable mode, the flow transaction efficiency is improved, the ecological prosperity of digital marketing is promoted, flexible and efficient application of internal and external data is realized, and the use experience of the SSP on the flow transaction service platform is improved.

Fifth embodiment

Fig. 5 is a flowchart of an information processing method according to a fifth embodiment of the present invention. In this embodiment, the information interaction platform corresponding to the real-time traffic data is determined according to the source of the real-time traffic data and is optimized as follows:

when the real-time flow data is the real-time flow data which is issued by a flow distribution module in a flow transaction platform and is to be bid, determining a demand party platform as an information interaction platform corresponding to the real-time flow data;

and optimizing the real-time flow data according to the rule matching result into the following steps: and according to a rule matching result, packaging the rule of the real-time flow data matching in a real-time bidding request, and sending the real-time bidding request to the demand party platform.

Correspondingly, the method of the embodiment specifically includes:

510. and acquiring real-time flow data and extracting a user identifier included in the real-time flow data.

520. And when the real-time flow data is the real-time flow data to be bid and issued by a flow distribution module in the flow transaction platform, determining the platform of the demand party as an information interaction platform corresponding to the real-time flow data.

530. And extracting a crowd orientation rule predefined by the information interaction platform.

540. And calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification.

550. And according to a rule matching result, packaging the rule of the real-time flow data matching in a real-time bidding request, and sending the real-time bidding request to the demand party platform.

In this embodiment, the SSP defines the push bidding advertisement, the traffic transaction platform issues each piece of real-time traffic data to the DSPs through the traffic distribution module, and encapsulates the matching result of the real-time traffic data to the crowd targeting rule in the real-time bidding request based on the crowd targeting rule preset by each DSP before the traffic is issued.

Wherein, if the crowd oriented rule set by the DSP only includes one tag (rule tag or crowd tag), the rule matching result may specifically be hit, miss, or not found; if the set crowd-sourcing rules of the DSP include at least two tags, the rule matching result may be a hit tag list.

The technical scheme of the embodiment of the invention provides a crowd oriented service providing method based on a DSP, the DSP can define different types of crowd oriented rules based on data provided by different crowd oriented service providers, and after a flow transaction platform obtains real-time flow data to be bid, crowd orientation is carried out on the real-time flow data based on the crowd oriented rule predefined by the DSP, and the technical effect that the rule matched with the real-time flow data is packaged in a real-time bidding request and is sent to the DSP is finally realized, so that the flow transaction platform can obtain decision data required by the DSP in an interface calling mode, and provide real-time data service for the DSP in a safe and controllable mode, thereby improving the flow transaction efficiency, promoting the ecological prosperity of digital marketing, realizing flexible and efficient application of internal and external data, and improving the use experience of the DSP on the flow transaction service platform.

Sixth embodiment

Fig. 6 is a flowchart of an information processing method according to a sixth embodiment of the present invention. In this embodiment, after invoking a crowd targeting query interface corresponding to the crowd targeting rule and performing rule matching on the user identifier, the optimizing is performed based on the above embodiment, and further preferably includes: carrying out rule matching on the attribute orientation rule and the user identification;

correspondingly, the real-time flow data is processed and optimized to be as follows according to the rule matching result: and processing the real-time flow data according to the matching result of the crowd oriented rule of the user identifier and the matching result of the attribute oriented rule of the user identifier.

Correspondingly, the method of the embodiment specifically includes:

610. and extracting the user identification included in the acquired real-time traffic data.

620. And determining an information interaction platform corresponding to the real-time flow data according to the source of the real-time flow data.

630. And extracting a crowd orientation rule predefined by the information interaction platform.

640. And calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification.

650. And acquiring an attribute orientation rule predefined by the information interaction platform.

In this embodiment, the information interaction platform may further define attribute definition rules in addition to the crowd targeting rules.

Wherein the attribute targeting rule may include at least one of: the method comprises the steps of region orientation rules, flow attribute orientation rules and information interaction platform user-defined orientation rules.

The region orientation rule specifically refers to performing region orientation on the user based on a region where the user is located (a wide northern region or a Jiangzhe region), and the traffic attribute orientation specifically refers to performing traffic attribute positioning on the user according to traffic attributes (such as website traffic or APP traffic) of real-time traffic data.

660. And carrying out rule matching on the attribute orientation rule and the user identification.

670. And processing the real-time flow data according to the matching result of the crowd oriented rule of the user identifier and the matching result of the attribute oriented rule of the user identifier.

In this embodiment, not only crowd orientation may be performed on the real-time traffic data according to the crowd orientation rule, but also attribute orientation may be performed in combination with the attribute orientation rule, and the real-time traffic data is processed by calculating a set of rule matching results of the two orientation rules.

For example, if the SSP wants to send the eurya advertisement to the white-collar women in the north china and the white-collar women in the north china of 20 to 30 years old, the real-time traffic data satisfying the "white-collar women in the north china" can be determined by the crowd targeting rule, and the real-time traffic data satisfying the area of the "white-collar women in the north china" can be determined by the area targeting rule. And then determining real-time flow data which simultaneously meets the requirements of '20-30 year old white-collar women' and 'northern ShangZhou' by taking intersection calculation.

On the basis of the above embodiments, the technical solution of the embodiment further expands the targeting capability of the traffic transaction platform, and further meets the targeting requirements of the DSP and the SSP on real-time traffic data.

Seventh embodiment

Fig. 7 is a block diagram showing an information processing apparatus according to a seventh embodiment of the present invention. As shown in fig. 7, the apparatus includes: the system comprises a user identification extraction module 71, an information interaction platform determination module 72, a crowd oriented rule extraction module 73, an interface calling module 74 and a flow processing module 75.

And a user identifier extracting module 71, configured to extract a user identifier included in the obtained real-time traffic data.

And an information interaction platform determining module 72, configured to determine, according to the source of the real-time traffic data, an information interaction platform corresponding to the real-time traffic data.

And the crowd direction rule extraction module 73 is used for extracting crowd direction rules predefined by the information interaction platform.

And the interface calling module 74 is configured to call a crowd directing query interface corresponding to the crowd directing rule, and perform rule matching on the user identifier.

And a traffic processing module 75, configured to process the real-time traffic data according to a rule matching result.

On the basis of the foregoing embodiments, the information interaction platform determining module may be specifically configured to:

and when the real-time flow data is generated by the triggering of the user to view the target media, determining the provider platform as an information interaction platform corresponding to the real-time flow data.

and when the real-time flow data is the real-time flow data to be bid and issued by a flow distribution module in the flow transaction platform, determining the platform of the demand party as an information interaction platform corresponding to the real-time flow data.

On the basis of the above embodiments, the crowd direction rule may include: flow transaction platform crowd orientation rules; the crowd direction query interface corresponding to the crowd direction rule comprises: the flow transaction platform is provided with a data query interface.

On the basis of the above embodiments, the method may further include:

the crowd definition rule acquisition module is used for acquiring crowd definition rules sent by the information interaction platform before extracting crowd orientation rules predefined by the information interaction platform;

the searching module is used for searching the user matched with the crowd definition rule in the own database of the flow transaction platform;

the adding module is used for adding a rule tag corresponding to the crowd definition rule for the matched user in the own database of the flow transaction platform and providing the rule tag for the corresponding information interaction platform;

the crowd targeting rule may include the rule tag;

the interface calling module may be specifically configured to: acquiring a self-owned data query interface of the traffic trading platform corresponding to the crowd oriented rule;

and sending the user identification and the crowd oriented rule to a data query interface owned by the traffic transaction platform so as to query whether the user identification hits the crowd corresponding to the rule tag.

On the basis of the above embodiments, the crowd direction rule may include: external platform crowd orientation rules; the crowd direction query interface corresponding to the crowd direction rule may include: an external data query interface;

wherein the external platform may include at least one of: the system comprises a data query platform, a third-party data platform, a supplier platform and a demand platform which are associated with a flow transaction platform.

On the basis of the above embodiments, the method may further include: providing a crowd tag list, wherein the crowd tag list is used for providing the crowd tag list provided by the external platform to the information interaction platform before extracting crowd directional rules predefined by the information interaction platform;

the crowd targeting rule may include the crowd label;

the interface calling module may be specifically configured to: acquiring an external data query interface corresponding to the crowd oriented rule;

and sending the user identification and the crowd direction rule to the external data query interface so as to query whether the user identification hits the crowd corresponding to the crowd label.

On the basis of the foregoing embodiments, the traffic processing module may specifically be configured to:

and if the rule matching is successful, the real-time flow data is sent to a data delivery end associated with the target media through a flow distribution module in a flow transaction platform.

and according to a rule matching result, packaging the rule of the real-time flow data matching in a real-time bidding request, and sending the real-time bidding request to the demand party platform.

On the basis of the above embodiments, the method may further include:

the attribute orientation rule acquisition module is used for acquiring the attribute orientation rule predefined by the information interaction platform after calling a crowd orientation query interface corresponding to the crowd orientation rule and carrying out rule matching on the user identification;

the attribute oriented rule matching module is used for carrying out rule matching on the attribute oriented rule and the user identification;

the flow processing module is specifically configured to: and processing the real-time flow data according to the matching result of the crowd oriented rule of the user identifier and the matching result of the attribute oriented rule of the user identifier.

The information processing device provided by the embodiment of the invention can be used for executing the information processing method provided by any embodiment of the invention, has corresponding functional modules and realizes the same beneficial effects.

Eighth embodiment

As shown in fig. 8, which is a schematic diagram of a hardware structure of an electronic device according to an eighth embodiment of the present application, as shown in fig. 8, the electronic device includes:

one or more processors 810, one processor 810 being illustrated in FIG. 8;

a memory 820;

the electronic device may further include: an input device 830 and an output device 840.

The processor 810, the memory 820, the input device 830 and the output device 840 in the electronic apparatus may be connected by a bus or other means, and the connection by the bus is taken as an example in fig. 8.

The memory 820 is a non-transitory computer-readable storage medium and can be used for storing software programs, computer-executable programs, and modules, such as program instructions/modules corresponding to the data storage method in the embodiment of the present application (for example, the subscriber identity extraction module 71, the information interaction platform determination module 72, the crowd direction rule extraction module 73, the interface calling module 74, and the traffic processing module 75 shown in fig. 7). The processor 810 executes various functional applications of the server and data processing, i.e., an information processing method implementing the above-described method embodiments, by executing software programs, instructions, and modules stored in the memory 820.

The memory 820 may include a program storage area and a data storage area, wherein the program storage area may store an operating system, an application program required for at least one function; the storage data area may store data created according to use of the electronic device, and the like. Further, the memory 820 may include high speed random access memory, and may also include non-transitory memory, such as at least one magnetic disk storage device, flash memory device, or other non-transitory solid state storage device. In some embodiments, memory 820 may optionally include memory located remotely from processor 810, which may be connected to the terminal device via a network. Examples of such networks include, but are not limited to, the internet, intranets, local area networks, mobile communication networks, and combinations thereof.

The input device 830 may be used to receive input numeric or character information and generate key signal inputs related to user settings and function control of the electronic apparatus. The output device 840 may include a display device such as a display screen.

Namely: the electronic device includes:

one or more processors;

a storage device for storing one or more programs,

when the one or more programs are executed by the one or more processors such that the one or more processors implement the operations of:

extracting a user identifier included in the acquired real-time flow data;

and processing the real-time flow data according to a rule matching result.

Further, determining, according to the source of the real-time traffic data, an information interaction platform corresponding to the real-time traffic data includes:

and when the real-time flow data is generated by triggering of the user to view the target media in real time, determining the supplier platform as an information interaction platform corresponding to the real-time flow data.

Further, the crowd targeting rule comprises: flow transaction platform crowd orientation rules; the crowd direction query interface corresponding to the crowd direction rule comprises: the flow transaction platform is provided with a data query interface.

Further, before extracting the crowd direction rule predefined by the information interaction platform, the method further comprises the following steps:

acquiring a crowd definition rule sent by the information interaction platform, and searching a user matched with the crowd definition rule in a database owned by the traffic transaction platform;

adding a rule tag corresponding to the crowd definition rule for the matched user in a database owned by the traffic transaction platform, and providing the rule tag for a corresponding information interaction platform;

the crowd targeting rule comprises the rule tag;

the calling of the crowd oriented query interface corresponding to the crowd oriented rule and the rule matching of the user identifier comprise:

acquiring a self-owned data query interface of the traffic trading platform corresponding to the crowd oriented rule;

Further, the crowd targeting rule comprises: external platform crowd orientation rules; the crowd direction query interface corresponding to the crowd direction rule comprises: an external data query interface;

wherein the external platform comprises at least one of:

the system comprises a data query platform, a third-party data platform, a supplier platform and a demand platform which are associated with a flow transaction platform.

providing the crowd label list provided by the external platform to the information interaction platform;

the crowd targeting rule comprises the crowd label;

the calling of the crowd oriented query interface corresponding to the crowd oriented rule, and the rule matching of the user identifier comprises:

acquiring an external data query interface corresponding to the crowd oriented rule;

Further, according to a rule matching result, processing the real-time traffic data includes:

Further, after invoking a crowd targeting query interface corresponding to the crowd targeting rule and performing rule matching on the user identifier, the method further includes:

acquiring an attribute orientation rule predefined by the information interaction platform;

carrying out rule matching on the attribute orientation rule and the user identification;

according to the rule matching result, the processing of the real-time flow data comprises the following steps:

and processing the real-time flow data according to the matching result of the crowd oriented rule of the user identifier and the matching result of the attribute oriented rule of the user identifier.

It will be apparent to those skilled in the art that the modules or steps of the present invention described above may be implemented by a server as described above. Alternatively, the embodiments of the present invention may be implemented by programs executable by a computer device, so that they may be stored in a storage device and executed by a processor, where the programs may be stored in a computer-readable storage medium, and the storage medium may be a read-only memory, a magnetic disk or an optical disk; or separately as individual integrated circuit modules, or as a single integrated circuit module implementing a plurality of modules or steps within them. Thus, the present invention is not limited to any specific combination of hardware and software.

The above description is only a preferred embodiment of the present invention and is not intended to limit the present invention, and various modifications and changes may be made to the present invention by those skilled in the art. Any modification, equivalent replacement, or improvement made within the spirit and principle of the present invention should be included in the protection scope of the present invention.

Claims

1. An information processing method is applied to a flow transaction platform, and the method comprises the following steps:

extracting a user identifier included in the acquired real-time traffic data;

calling a crowd directional query interface corresponding to the crowd directional rule, and performing rule matching on the user identification; wherein the crowd sourcing query interface is provided by different service providers;

and processing the real-time flow data according to a rule matching result.

2. The method of claim 1, wherein determining, according to the source of the real-time traffic data, an information interaction platform corresponding to the real-time traffic data comprises:

3. The method of claim 1, wherein determining, according to the source of the real-time traffic data, an information interaction platform corresponding to the real-time traffic data comprises:

and when the real-time flow data is the real-time flow data to be bid and transmitted by a flow distribution module in the flow transaction platform, determining the platform of the demand party as an information interaction platform corresponding to the real-time flow data.

4. The method of claim 1, wherein:

the crowd targeting rule comprises: flow transaction platform crowd orientation rules; the crowd direction query interface corresponding to the crowd direction rule comprises: the flow transaction platform is provided with a data query interface.

5. The method of claim 4, further comprising, before extracting the crowd sourcing rules predefined by the information interaction platform:

the crowd targeting rule comprises the rule tag;

6. The method of claim 1, wherein:

the crowd targeting rule comprises: external platform crowd orientation rules; the crowd direction query interface corresponding to the crowd direction rule comprises: an external data query interface;

wherein the external platform comprises at least one of:

the system comprises a data query platform, a third-party data platform, a supplier platform and a demand-side platform which are associated with a flow transaction platform.

7. The method of claim 6, further comprising, before extracting the crowd sourcing rules predefined by the information interaction platform:

the crowd targeting rule comprises the crowd label;

8. The method of claim 2, wherein processing the real-time traffic data according to a rule matching result comprises:

and if the rule matching is successful, sending the real-time flow data to a data delivery end associated with the target media through a flow distribution module in a flow transaction platform.

9. The method of claim 3, wherein processing the real-time traffic data according to a rule matching result comprises:

and according to a rule matching result, encapsulating the rule of the real-time flow data matching into a real-time bidding request, and sending the real-time bidding request to the demand side platform.

10. The method of claim 1, after invoking a crowd-sourcing query interface corresponding to the crowd-sourcing rule and performing rule matching on the user identifier, further comprising:

11. An information processing apparatus applied to a traffic trading platform, the apparatus comprising:

the interface calling module is used for calling a crowd directional query interface corresponding to the crowd directional rule and carrying out rule matching on the user identification; wherein the crowd-sourcing query interface is provided by different service providers;

12. The apparatus according to claim 11, wherein the information interaction platform determining module is specifically configured to:

13. The apparatus of claim 11, wherein the information interaction platform determining module is specifically configured to:

14. The apparatus of claim 11, wherein:

15. The apparatus of claim 14, further comprising:

the searching module is used for searching the users matched with the crowd definition rule in the own database of the flow transaction platform;

the crowd targeting rule comprises the rule tag;

the interface calling module is specifically configured to:

acquiring a self-owned data query interface of the traffic transaction platform corresponding to the crowd oriented rule;

16. The apparatus of claim 11, wherein:

wherein the external platform comprises at least one of:

17. The apparatus of claim 16, further comprising:

the crowd tag list providing module is used for providing the crowd tag list provided by the external platform to the information interaction platform before extracting crowd orientation rules predefined by the information interaction platform;

the crowd targeting rule comprises the crowd label;

the interface calling module is specifically configured to:

18. The apparatus according to claim 12, wherein the traffic processing module is specifically configured to:

19. The apparatus according to claim 13, wherein the traffic processing module is specifically configured to:

20. The apparatus of claim 11, further comprising:

the attribute orientation rule acquisition module is used for acquiring the attribute orientation rule predefined by the information interaction platform after calling the crowd orientation query interface corresponding to the crowd orientation rule and carrying out rule matching on the user identification;

the flow processing module is specifically configured to:

21. An information processing apparatus characterized by comprising:

one or more processors;

a storage device for storing one or more programs,

the one or more programs, when executed by the one or more processors, cause the one or more processors to implement the method recited in any of claims 1-10.