CN108053265B - Method and system for distributing advertisement order quantity - Google Patents
Method and system for distributing advertisement order quantity Download PDFInfo
- Publication number
- CN108053265B CN108053265B CN201711482692.8A CN201711482692A CN108053265B CN 108053265 B CN108053265 B CN 108053265B CN 201711482692 A CN201711482692 A CN 201711482692A CN 108053265 B CN108053265 B CN 108053265B
- Authority
- CN
- China
- Prior art keywords
- distribution
- flow
- dimension
- distribution dimension
- advertisements
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Active
Links
- 238000000034 method Methods 0.000 title claims abstract description 48
- 230000008685 targeting Effects 0.000 claims description 37
- 238000004422 calculation algorithm Methods 0.000 claims description 10
- 238000009825 accumulation Methods 0.000 claims description 5
- 238000004364 calculation method Methods 0.000 claims description 3
- 238000012545 processing Methods 0.000 claims description 2
- 238000010586 diagram Methods 0.000 description 6
- 230000008569 process Effects 0.000 description 6
- 238000012986 modification Methods 0.000 description 4
- 230000004048 modification Effects 0.000 description 4
- 230000009471 action Effects 0.000 description 3
- 230000008901 benefit Effects 0.000 description 2
- 238000005034 decoration Methods 0.000 description 2
- 239000002537 cosmetic Substances 0.000 description 1
- 238000013178 mathematical model Methods 0.000 description 1
- 230000000750 progressive effect Effects 0.000 description 1
- 238000011160 research Methods 0.000 description 1
- 238000007619 statistical method Methods 0.000 description 1
- 238000012546 transfer Methods 0.000 description 1
Images
Classifications
-
- 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
-
- 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
Landscapes
- Business, Economics & Management (AREA)
- Strategic Management (AREA)
- Engineering & Computer Science (AREA)
- Accounting & Taxation (AREA)
- Development Economics (AREA)
- Finance (AREA)
- Economics (AREA)
- Game Theory and Decision Science (AREA)
- Entrepreneurship & Innovation (AREA)
- Marketing (AREA)
- Physics & Mathematics (AREA)
- General Business, Economics & Management (AREA)
- General Physics & Mathematics (AREA)
- Theoretical Computer Science (AREA)
- Management, Administration, Business Operations System, And Electronic Commerce (AREA)
- Information Transfer Between Computers (AREA)
Abstract
The invention provides a method for distributing advertisement order quantity, which comprises the following steps: when a target website receives a distribution request of order quantity of a plurality of advertisements, acquiring a directional condition set corresponding to the advertisements, and determining a distribution dimension set of the advertisements according to the directional condition set, wherein each distribution dimension in the distribution dimension set is a union set of partial or all directional conditions in the directional condition set; determining a first pre-estimated flow of each distribution dimension in the distribution dimension set; distributing the plurality of advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing; and updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements every preset time length. The distribution method for adjusting the advertisement order quantity in real time reasonably distributes the advertisement order quantity in each distribution dimension, and reduces the overall shortage rate of the order quantity.
Description
Technical Field
The invention relates to the technical field of advertisement playing, in particular to a method and a system for distributing advertisement order quantity.
Background
Nowadays, in order to maximize benefits, operators of video websites can obtain revenue by advertising before playing videos, and currently, advertising adopts a guarantee Delivery (Guaranteed Delivery) mode, and is mainly characterized in that advertisers pay only for the situation that the playing amount reaches the order amount agreed in contracts. Taking the distribution of CPM advertisement broadcasting with thousand-person cost which is the mainstream at present as an example, the advertiser can pay only when the broadcasting volume of the CPM advertisement in one day reaches the order volume agreed in the contract.
The inventor researches the existing distribution strategy of CPM advertisement playing to find that when the order quantity of the CPM advertisement is distributed, the flow of each playing dimension of the next day is estimated in advance through flow statistics of each playing dimension of the previous day, and then the order quantity distribution strategy of the advertisement is calculated according to the advertisement reservation quantity and the targeting condition. The directional conditions refer to the directional conditions of the advertisement playing platform, site, region, channel and the like. However, the flow prediction has errors, and the pre-allocation scheme is not necessarily suitable for the current day, so that the playing amount of the advertisement does not reach the order amount agreed in the contract, and the overall shortage rate of the order amount is high.
Disclosure of Invention
In view of the above, the present invention provides a method for distributing an advertisement order quantity, so as to solve the problem of high overall shortage rate of the order quantity in the prior art. The specific scheme is as follows:
a method of distributing an amount of advertising orders, comprising:
when a target website receives a distribution request of order quantity of a plurality of advertisements, acquiring a directional condition set corresponding to the plurality of advertisements, wherein the directional condition set comprises each directional condition corresponding to the plurality of advertisements;
determining a distribution dimension set of the plurality of advertisements according to the targeting condition set, wherein each distribution dimension in the distribution dimension set is a union set of part or all of the targeting conditions in the targeting condition set;
determining a first estimated flow of each distribution dimension in the distribution dimension set according to a preset first flow distribution rule;
distributing the plurality of advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing according to a preset playing rule;
updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements according to the playing condition of the advertisements of each distribution dimension in the distribution dimension set and a preset second flow distribution rule at intervals of a preset time.
Optionally, in the method, determining the estimated traffic of each distribution dimension in the distribution dimension set according to a preset first traffic distribution rule includes:
acquiring total flow of a target website and first consumption flow of each distribution dimension within a first preset time;
transmitting the total flow of the target website to a preset flow estimation model to obtain the estimated total flow of the target website within a second preset time;
determining a first estimated flow of each distribution dimension in the distribution dimension set according to the estimated total flow of the target website and the first consumption flow of each distribution dimension;
the first preset time length is the same as the second preset time length in time length, and the end point of the first preset time length is the starting point of the second preset time length.
Optionally, in the foregoing method, according to a preset playing rule, allocating the multiple advertisements to the corresponding allocation dimensions in the allocation dimension set for playing includes:
acquiring the playing condition of the advertisements in each distribution dimension, and determining the residual order quantity of a plurality of advertisements and the residual flow of each distribution dimension;
randomly selecting a distribution dimension, and calculating the residual order quantity of each advertisement, the residual flow of the distribution dimension and the directional condition corresponding to the distribution dimension through a preset distribution algorithm to obtain an exposure probability set of the plurality of advertisements in the distribution dimension, wherein the exposure probability set comprises the exposure probability of each advertisement in the distribution dimension;
and distributing the advertisement with the highest exposure probability in the exposure probability set to the distribution dimensionality for playing.
Optionally, in the method, obtaining a playing condition of the advertisement in each distribution dimension, and determining the remaining flow of each dimension and the remaining order quantity of each advertisement includes:
determining second consumption flow of each distribution dimension according to the playing condition of the advertisement on each distribution dimension;
fitting the second consumption flow of each distribution dimension and the corresponding first pre-estimated flow through a preset flow fitter to obtain the residual flow of each distribution dimension;
and obtaining an order quantity putting log of each advertisement, and determining the residual order quantity of each advertisement.
Optionally, in the method, updating the estimated traffic of each distribution dimension and the distribution policy of the order quantity according to a preset second traffic distribution rule at a preset time interval according to the playing condition of the advertisement of each distribution dimension in the distribution dimension set includes:
acquiring third consumption flow of each distribution dimension at intervals of preset duration, and performing accumulation summation to obtain consumption flow sum;
determining the residual flow of the target website within the second preset time according to the total consumed flow;
redistributing the estimated flow of each distribution dimension according to the third consumed flow and the residual flow of each dimension to obtain a first estimated flow set, wherein the first estimated flow set comprises a second estimated flow of each distribution dimension;
updating the distribution strategy of the order quantity of the plurality of advertisements according to the first pre-estimated flow set and the preset playing rule;
the second preset duration is composed of a plurality of preset durations.
A system for distributing an amount of advertising orders, comprising:
the system comprises an acquisition module, a processing module and a display module, wherein the acquisition module is used for acquiring a targeting condition set corresponding to a plurality of advertisements when a target website receives a distribution request of order quantity of the plurality of advertisements, and the targeting condition set comprises each targeting condition corresponding to the plurality of advertisements;
a first determining module, configured to determine a distribution dimension set of the multiple advertisements according to the targeting condition set, where each distribution dimension in the distribution dimension set is a union of some or all targeting conditions in the targeting condition set;
the second determining module is used for determining a first estimated flow of each distribution dimension in the distribution dimension set according to a preset first flow distribution rule;
the distribution module is used for distributing the advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set according to a preset playing rule to play;
and the updating module is used for updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements according to the playing condition of the advertisements of each distribution dimension in the distribution dimension set and the preset second flow distribution rule at intervals of preset duration.
The above system, optionally, the second determining module includes:
the acquisition unit is used for acquiring the total flow of the target website and the first consumption flow of each distribution dimension within a first preset time;
the delivery unit is used for delivering the total flow of the target website to a preset flow estimation model to obtain the estimated total flow of the target website within a second preset time;
the first determining unit is used for determining a first estimated flow of each distribution dimension in the distribution dimension set according to the estimated total flow of the target website and the first consumption flow of each distribution dimension;
the first preset time length is the same as the second preset time length in time length, and the end point of the first preset time length is the starting point of the second preset time length.
The system described above, optionally, the distribution module includes:
the second determining unit is used for acquiring the playing condition of the advertisements in each distribution dimension, and determining the residual order quantity of the multiple advertisements and the second residual flow quantity of each distribution dimension;
the calculation unit is used for randomly selecting one distribution dimension, calculating the residual order quantity of each advertisement, the residual flow of the distribution dimension and the directional condition corresponding to the distribution dimension through a preset distribution algorithm, and obtaining an exposure probability set of the plurality of advertisements in the distribution dimension, wherein the exposure probability set comprises the exposure probability of each advertisement in the distribution dimension;
and the first distribution unit is used for distributing the advertisement with the highest exposure probability in the exposure probability set to the distribution dimensionality for playing.
In the above system, optionally, the second determining unit includes:
the first determining subunit is used for determining second consumption flow of each distribution dimension according to the playing condition of the advertisement on each distribution dimension;
the fitting subunit is used for fitting the second consumption flow of each distribution dimension and the corresponding first estimated flow through a preset flow fitter to obtain the residual flow of each distribution dimension;
and the second determining subunit is used for acquiring the order quantity putting log of each advertisement and determining the residual order quantity of each advertisement.
In the above system, optionally, the update module includes:
the summation unit is used for acquiring third consumption flow of each distribution dimension at intervals of preset time length, and performing accumulation summation to obtain the consumption flow sum;
a third determining unit, configured to determine, according to the total consumed traffic, a remaining traffic of the target website within the second preset duration;
the second distribution unit is used for redistributing the estimated flow of each distribution dimension according to the third consumed flow and the residual flow of each dimension to obtain a second estimated flow set, and the second estimated flow set comprises second estimated flow of each distribution dimension;
the updating unit is used for updating the distribution strategy of the order quantity of the plurality of advertisements according to the second estimated flow set and the preset playing rule;
the second preset duration is composed of a plurality of preset durations.
Compared with the prior art, the invention has the following advantages:
the invention provides a method for distributing advertisement order quantity, which comprises the following steps: when a target website receives a distribution request of order quantity of a plurality of advertisements, acquiring a directional condition set corresponding to the advertisements, and determining a distribution dimension set of the advertisements according to the directional condition set, wherein each distribution dimension in the distribution dimension set is a union set of partial or all directional conditions in the directional condition set; determining a first pre-estimated flow of each distribution dimension in the distribution dimension set; distributing the plurality of advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing; and updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements every preset time length. The method can adjust the distribution method of the advertisement order quantity in real time, reasonably distribute the order quantity of the advertisement in each distribution dimension, and reduce the overall shortage rate of the order quantity.
Drawings
In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.
FIG. 1 is a flow chart of a method for allocating an amount of advertisement orders as disclosed in an embodiment of the present application;
FIG. 2 is a flow chart of a method for distributing an amount of advertising orders as disclosed in yet another embodiment of the present application;
FIG. 3 is a flow chart of a method for distributing an amount of advertisement orders as disclosed in yet another embodiment of the present application;
FIG. 4 is a flow chart of a method for distributing an amount of advertisement orders as disclosed in yet another embodiment of the present application;
FIG. 5 is a flow chart of a method for distributing an amount of advertising orders as disclosed in yet another embodiment of the present application;
FIG. 6 is a block diagram of an advertisement order quantity distribution system according to an embodiment of the present disclosure;
fig. 7 is a block diagram of a system for distributing an advertisement order amount according to another embodiment of the present application.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
The previous description of the disclosed embodiments is provided to enable any person skilled in the art to make or use the present invention. Various modifications to these embodiments will be readily apparent to those skilled in the art, and the generic principles defined herein may be applied to other embodiments without departing from the spirit or scope of the invention. Thus, the present invention is not intended to be limited to the embodiments shown herein but is to be accorded the widest scope consistent with the principles and novel features disclosed herein.
The invention provides a method for distributing advertisement order quantity, which is applied to a video website or other media needing advertisement delivery in the process of distributing advertisement orders, and the execution subject of the method can be a processor, a control unit and the like. The flow of the distribution method is shown in fig. 1, and comprises the following steps:
s101, when a target website receives a distribution request of order quantity of a plurality of advertisements, acquiring a directional condition set corresponding to the advertisements, wherein the directional condition set comprises each directional condition corresponding to the advertisements;
in the embodiment of the invention, when a target website receives a distribution request of the order quantity of a plurality of advertisements, the targeting conditions contained in each advertisement are analyzed, the targeting conditions can be one or a plurality of, and are stored in a corresponding targeting condition set through the targeting conditions, and the targeting conditions can be platforms, sites, regions, channels and the like.
S102, determining a distribution dimension set of the multiple advertisements according to the targeting condition set, wherein each distribution dimension in the distribution dimension set is a union set of part or all of the targeting conditions in the targeting condition set;
in the embodiment of the invention, all the orientation conditions in the orientation condition set are combined to obtain the distribution dimension set. If the oriented condition set comprises four oriented conditions of Shanghai, an Iphone user, Beijing and some website login. The distribution dimension set may be one or a combination of several of the four orientation conditions, and thus, the requirement of the distribution dimension set is determined according to actual situations.
S103, determining a first estimated flow of each distribution dimension in the distribution dimension set according to a preset first flow distribution rule;
in the embodiment of the present invention, the first estimated traffic of each distribution dimension in the distribution dimension set needs to be pre-estimated.
S104, distributing the advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing according to a preset playing rule;
in the implementation of the present invention, in any distribution dimension, each time an advertisement is played, the traffic corresponding to the advertisement is consumed, and the estimated traffic in the distribution dimension reduces the traffic corresponding to the advertisement.
And S105, updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements according to the playing condition of the advertisements of each distribution dimension in the distribution dimension set and a preset second flow distribution rule at intervals of a preset time.
In the embodiment of the invention, the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements are updated according to the playing condition of the advertisements in each dimension at intervals of preset time length.
Today's advertisement order placement is based on a guarantee type placement, which must ensure that an advertiser will pay only when the playing volume of an order within a preset time period of an advertisement reaches a certain amount. In the embodiment of the present invention, preferably, the preset time period is selected to be one hour. When the target website receives order quantity distribution requests of a plurality of advertisements, each advertisement is analyzed, and the targeting conditions of the advertisements are obtained.
The targeting condition of the advertisement means that the advertisement can only be put in specific crowd or specific scenes, for example, a cosmetic advertisement can target 20-30 years old first-line urban women, and the advertisement can only be played to people meeting the targeting condition. The orientation condition may also include platform, site, region, channel, etc. And forming an orientation condition set by the orientation conditions obtained by analysis, and if the orientation condition set contains the orientation conditions to be stored currently, abandoning the storage of the orientation conditions to be stored currently. Thus, each of the set of orientation conditions is different.
The invention provides a method for distributing advertisement order quantity, which comprises the following steps: when a target website receives a distribution request of order quantity of a plurality of advertisements, acquiring a directional condition set corresponding to the advertisements, and determining a distribution dimension set of the advertisements according to the directional condition set, wherein each distribution dimension in the distribution dimension set is a union set of partial or all directional conditions in the directional condition set; determining a first pre-estimated flow of each distribution dimension in the distribution dimension set; distributing the plurality of advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing; and updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements every preset time length. The distribution method for adjusting the advertisement order quantity in real time reasonably distributes the advertisement order quantity in each distribution dimension, and reduces the overall shortage rate of the order quantity.
In the embodiment of the present invention, a flow of a method for determining an estimated flow of each distribution dimension in the distribution dimension set according to a preset first flow distribution rule is shown in fig. 2, and includes the steps of:
s201, acquiring total flow of a target website and first consumption flow of each distribution dimension within a first preset time; (ii) a
In this embodiment of the present invention, preferably, the first preset time duration is one day, and the specific data statistics port obtains a total network traffic and a first consumed traffic of each allocation dimension in a time of the previous day.
S202, transmitting the total flow of the target website to a preset flow estimation model to obtain the estimated total flow of the target website within a second preset time; (ii) a
In the embodiment of the present invention, the traffic prediction Model is preferably an Autoregressive Integrated Moving Average Model (ARIMA), and a famous time sequence prediction method is proposed by bosch (Box) and Jenkins (Jenkins) in the beginning of the 70 s.
The basic idea of the ARIMA model is: the data sequence formed by the prediction object along with the time is regarded as a random sequence, and the sequence is approximately described by a certain mathematical model. Once identified, the model can predict future values from past and present values of the time series. Modern statistical methods, the metric economic model, have been able to help enterprises predict the future to some extent.
In the embodiment of the invention, the total flow of the target website in the previous day is input according to the ARIMA model, and the estimated total flow of the target website in the present day is output.
The estimated total flow of the target websites in the previous day time is estimated through the total flow of the target websites in the previous day adjacent to the previous day, and by analogy, the estimated total flow of the target websites in any day can be obtained. When the flow consumption of each distribution dimension is converted by the advertisement order playing amount of each distribution dimension, each advertisement playing consumes a certain flow, and the flow consumption of the dimension is determined by the playing amount of each distribution dimension advertisement order.
The first preset time length is the same as the second preset time length in time length, and the end point of the first preset time length is the starting point of the second preset time length.
S203, determining a first estimated flow of each distribution dimension in the distribution dimension set according to the estimated total flow of the target website and the first consumption flow of each distribution dimension;
in the embodiment of the invention, the first consumption flow of each distribution dimension is summed to obtain the consumption flow sum of each distribution dimension. Determining a flow ratio of the first consumption flow of each distribution dimension relative to the sum of the consumption flows, distributing the obtained estimated total flow of the target website according to the flow ratio, and determining a first estimated flow of each distribution dimension in the distribution dimension set.
In the embodiment of the present invention, a flowchart of a method for distributing the multiple advertisements to the distribution dimensions corresponding to the distribution dimension set for playing according to a preset playing rule is shown in fig. 3, and includes the steps of:
s301, obtaining the playing condition of the advertisements in each distribution dimension, and determining the residual order quantity of the multiple advertisements and the residual flow quantity of each distribution dimension;
in the embodiment of the invention, the playing condition of the advertisement in each distribution dimension is obtained, because a plurality of different advertisements are played in one day, a plurality of different advertisements are played in each distribution dimension to analyze the flow of each advertisement, the preset flow fitter is used for fitting and calculating each consumed flow and the estimated total flow to obtain the residual flow of each distribution dimension, the order quantity of the advertisement is a scheduled value which is already scheduled at the beginning of signing an advertisement contract, and the order quantity of the advertisement refers to the scheduled value of the order quantity of the advertisement played in one day. And obtaining an order quantity putting log of each advertisement, and determining the residual order quantity of each advertisement.
S302, randomly selecting a distribution dimension, and calculating the residual order quantity of each advertisement, the residual flow of the distribution dimension and the directional condition corresponding to the distribution dimension through a preset distribution algorithm to obtain an exposure probability set of the plurality of advertisements in the distribution dimension, wherein the exposure probability set comprises the exposure probability of each advertisement in the distribution dimension;
in the embodiment of the present invention, preferably, a SHALE algorithm is used to calculate the probability of exposure of the plurality of advertisements in each distribution dimension. The SHALE algorithm attempts to guide the online traffic distribution through offline predictions. The revenue of the SHALE algorithm no longer takes into account the advertiser's bid, more so the loss of the amount of orders in the incomplete contract.
And taking the residual order quantity of each advertisement, the residual flow of the distribution dimension and the directional condition corresponding to the distribution dimension as input, calculating through an SHALE algorithm, and calculating to obtain the exposure probability of each advertisement on the distribution dimension.
S303, distributing the advertisement with the highest exposure probability in the exposure probability set to the distribution dimensionality for playing.
In the embodiment of the present invention, according to the method described in S301 to S303, a corresponding distribution dimension may be matched for each advertisement, so as to realize the playing of each advertisement.
In the embodiment of the present invention, a method flow for obtaining the playing condition of the advertisement in each distribution dimension and determining the remaining flow of each dimension and the remaining order quantity of each advertisement is shown in fig. 4, and includes the steps of:
s401, determining second consumption flow of each distribution dimension according to the playing condition of the advertisement on each distribution dimension;
in the embodiment of the invention, in any distribution dimension, each time an advertisement is played, the flow corresponding to the advertisement is consumed, the playing quantity of the advertisements of each distribution dimension is counted, and the second flow consumption of each distribution dimension is determined
S402, fitting the second consumption flow of each distribution dimension and the corresponding first estimated flow through a preset flow fitter to obtain the residual flow of each distribution dimension;
in the embodiment of the invention, according to a preset flow fitter, the second consumption flow of each distribution dimension and the corresponding first estimated flow are fitted to obtain the residual flow of each distribution dimension
S403, obtaining order quantity putting logs of all the advertisements, and determining the remaining order quantity of all the advertisements;
in the embodiment of the invention, the remaining order quantity of each advertisement is determined by reading the order quantity putting log of each advertisement,
in the embodiment of the present invention, a method flow for updating the estimated traffic of each distribution dimension and the distribution policy of the order quantity according to the preset second traffic distribution rule at a preset time interval according to the playing condition of the advertisement of each distribution dimension in the distribution dimension set is shown in fig. 5, and includes the steps of:
s501, acquiring third consumption flow of each distribution dimension at intervals of preset time, and performing accumulation summation to obtain a consumption flow sum;
in the embodiment of the present invention, the process of obtaining the third consumed flow of each dimension is the same as described above, and is not described herein again.
S502, determining the residual flow of the target website within the second preset time according to the total consumed flow;
in the embodiment of the invention, the difference is made between the estimated total flow of the second preset time and the sum of the consumed flow to obtain the residual flow of the target website in the second preset time.
S503, redistributing the estimated flow of each distribution dimension according to the third consumed flow and the residual flow of each dimension to obtain a first estimated flow set, wherein the first estimated flow set comprises a second estimated flow of each distribution dimension;
in the embodiment of the invention, the third consumption flow of each distribution dimension is summed to obtain the consumption flow sum of each distribution dimension. Determining a traffic ratio of a third consumed traffic of each distribution dimension relative to a total consumed traffic, distributing the obtained residual traffic of the target website according to the traffic ratio, and determining a first estimated traffic of each distribution dimension in the first estimated traffic set.
S504, updating the distribution strategy of the order quantity of the plurality of advertisements according to the first pre-estimated flow set and the preset playing rule;
in the embodiment of the present invention, the second preset time period is composed of a plurality of preset time periods. Preferably, the first preset time period is one day, and the preset time period is one hour. The above process, only for the estimated traffic, the statistics of the remaining traffic and the traffic consumption become one hour a day. Due to the fact that the statistical time is shortened, the distribution strategy can be adjusted in real time. The overall shortage of volume of advertising orders is reduced.
In accordance with the above method, the present invention provides a system for distributing an amount of advertisement orders, the system having a block diagram as shown in fig. 6, including:
an acquisition module 601, a first determination module 602, a second determination module 603, an assignment module 604, and an update module 605.
Wherein,
the obtaining module 601 is configured to obtain, when a target website receives a request for allocating an order amount of a plurality of advertisements, a targeting condition set corresponding to the plurality of advertisements, where the targeting condition set includes each targeting condition corresponding to the plurality of advertisements;
the first determining module 602 is configured to determine a set of distribution dimensions of the multiple advertisements according to the set of targeting conditions, where each distribution dimension in the set of distribution dimensions is a union of some or all of the targeting conditions in the set of targeting conditions;
the second determining module 603 is configured to determine, according to a preset first traffic distribution rule, a first estimated traffic of each distribution dimension in the distribution dimension set;
the distribution module 604 is configured to distribute the multiple advertisements to the distribution dimensions corresponding to the distribution dimension set according to a preset playing rule to play;
the updating module 605 is configured to update the distribution strategies of the estimated traffic of each distribution dimension and the order quantity of the multiple advertisements according to the playing condition of the advertisements of each distribution dimension in the distribution dimension set, every preset time interval, and according to a preset second traffic distribution rule.
The present invention provides a distribution system of advertisement order quantity, including: when a target website receives a distribution request of order quantity of a plurality of advertisements, acquiring a directional condition set corresponding to the advertisements, and determining a distribution dimension set of the advertisements according to the directional condition set, wherein each distribution dimension in the distribution dimension set is a union set of partial or all directional conditions in the directional condition set; determining a first pre-estimated flow of each distribution dimension in the distribution dimension set; distributing the plurality of advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing; and updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the plurality of advertisements every preset time length. The distribution method for adjusting the advertisement order quantity in real time reasonably distributes the advertisement order quantity in each distribution dimension, and reduces the overall shortage rate of the order quantity.
In this embodiment of the present invention, a block diagram of the structure of the second determining module 603 is shown in fig. 7, and includes:
an acquisition unit 606, a transfer unit 607 and a first determination unit 608.
Wherein,
the obtaining unit 606 is configured to obtain a total flow of the target website and first consumption flows of each distribution dimension within a first preset time period;
the transmitting unit 607 is configured to transmit the total traffic of the target website to a preset traffic estimation model, so as to obtain an estimated total traffic of the target website within a second preset time period;
the first determining unit 608 is configured to determine a first estimated flow of each distribution dimension in the distribution dimension set according to the estimated total flow of the target website and the first consumed flow of each distribution dimension;
the first preset time length is the same as the second preset time length in time length, and the end point of the first preset time length is the starting point of the second preset time length.
In this embodiment of the present invention, a block diagram of the structure of the allocating module 604 is shown in fig. 7, and includes:
a second determination unit 609, a calculation unit 610 and a first allocation unit 611.
Wherein,
the second determining unit 609 is configured to obtain a playing condition of the advertisement in each distribution dimension, and determine a remaining order quantity of the multiple advertisements and a remaining flow quantity of each distribution dimension;
the calculating unit 610 is configured to arbitrarily select a distribution dimension, and calculate a remaining order amount of each advertisement, a remaining flow amount of the distribution dimension, and a targeting condition corresponding to the distribution dimension by using a preset distribution algorithm to obtain an exposure probability set of the plurality of advertisements in the distribution dimension, where the exposure probability set includes an exposure probability of each advertisement in the distribution dimension;
the first allocating unit 611 is configured to allocate the advertisement with the highest exposure probability in the exposure probability sets to the allocation dimension for playing.
Wherein the second dispensing unit comprises:
the first determining subunit is used for determining second consumption flow of each distribution dimension according to the playing condition of the advertisement on each distribution dimension;
the fitting subunit is used for fitting the second consumption flow of each distribution dimension and the corresponding first estimated flow through a preset flow fitter to obtain the residual flow of each distribution dimension;
and the second determining subunit is used for acquiring the order quantity putting log of each advertisement and determining the residual order quantity of each advertisement.
In this embodiment of the present invention, a block diagram of the structure of the update module 605 is shown in fig. 7, and includes:
a summing unit 612, a third determining unit 613, a second allocating unit 614 and an updating unit 615.
Wherein,
the summation unit 612 is configured to obtain third consumption flows of each distribution dimension at intervals of a preset duration, and perform summation to obtain a consumption flow sum;
the third determining unit 613 is configured to determine the remaining flow of the second preset duration according to the total consumed flow;
the second allocating unit 614 is configured to redistribute the estimated flows of the distribution dimensions according to the third consumed flow and the remaining flow of each dimension, so as to obtain a first estimated flow set, where the first estimated flow set includes a second estimated flow of each distribution dimension;
the updating unit 615 is configured to update the distribution policy of the order quantities of the multiple advertisements according to the first estimated flow set and the preset playing rule;
the second preset duration is composed of a plurality of preset durations.
It should be noted that, in the present specification, the embodiments are all described in a progressive manner, each embodiment focuses on differences from other embodiments, and the same and similar parts among the embodiments may be referred to each other. For the device-like embodiment, since it is basically similar to the method embodiment, the description is simple, and for the relevant points, reference may be made to the partial description of the method embodiment.
Finally, it should be further noted that, in the present application, relational terms such as first and second, and the like are used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.
The previous description of the disclosed embodiments is provided to enable any person skilled in the art to make or use the present invention. Various modifications to these embodiments will be readily apparent to those skilled in the art, and the generic principles defined herein may be applied to other embodiments without departing from the spirit or scope of the invention. Thus, the present invention is not intended to be limited to the embodiments shown herein but is to be accorded the widest scope consistent with the principles and novel features disclosed herein.
The foregoing is only a preferred embodiment of the present invention, and it should be noted that, for those skilled in the art, various modifications and decorations can be made without departing from the principle of the present invention, and these modifications and decorations should also be regarded as the protection scope of the present invention.
Claims (10)
1. A method of distributing an amount of advertising orders, comprising:
when a target website receives a distribution request of order quantity of a plurality of advertisements, acquiring a directional condition set corresponding to the plurality of advertisements, wherein the directional condition set comprises each directional condition corresponding to the plurality of advertisements;
determining a distribution dimension set of the plurality of advertisements according to the targeting condition set, wherein each distribution dimension in the distribution dimension set is a union set of part or all of the targeting conditions in the targeting condition set;
determining total flow of the target website and first consumption flow of each distribution dimension, and determining first estimated flow of each distribution dimension in the distribution dimension set according to the total flow and the first consumption flow of each distribution dimension;
distributing the plurality of advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing according to a preset playing rule and the first estimated flow;
and determining a first estimated flow set at intervals of a preset time length according to the playing condition of the advertisement of each distribution dimension in the distribution dimension set, and updating the distribution strategies of the estimated flow of each distribution dimension and the order quantity of the plurality of advertisements according to the first estimated flow set and the preset playing rule.
2. The method of claim 1, wherein determining a total flow for the target web site and a first consumed flow for each distribution dimension, and wherein determining a first forecasted flow for each distribution dimension in the set of distribution dimensions based on the total flow and the first consumed flow for each distribution dimension comprises:
acquiring total flow of a target website and first consumption flow of each distribution dimension within a first preset time;
transmitting the total flow of the target website to a preset flow estimation model to obtain the estimated total flow of the target website within a second preset time;
determining a first estimated flow of each distribution dimension in the distribution dimension set according to the estimated total flow of the target website and the first consumption flow of each distribution dimension;
the first preset time length is the same as the second preset time length in time length, and the end point of the first preset time length is the starting point of the second preset time length.
3. The method of claim 1, wherein allocating the plurality of advertisements to the corresponding allocation dimensions in the allocation dimension set for playing according to a preset playing rule comprises:
acquiring the playing condition of the advertisements in each distribution dimension, and determining the residual order quantity of a plurality of advertisements and the residual flow of each distribution dimension;
randomly selecting a distribution dimension, and calculating the residual order quantity of each advertisement, the residual flow of the distribution dimension and the directional condition corresponding to the distribution dimension through a preset distribution algorithm to obtain an exposure probability set of the plurality of advertisements in the distribution dimension, wherein the exposure probability set comprises the exposure probability of each advertisement in the distribution dimension;
and distributing the advertisement with the highest exposure probability in the exposure probability set to the distribution dimensionality for playing.
4. The method of claim 3, wherein obtaining the advertisement playing situation in each distribution dimension, and determining the remaining flow rate of each distribution dimension and the remaining order quantity of each advertisement comprises:
determining second consumption flow of each distribution dimension according to the playing condition of the advertisement on each distribution dimension;
fitting the second consumption flow of each distribution dimension and the corresponding first pre-estimated flow through a preset flow fitter to obtain the residual flow of each distribution dimension;
and obtaining an order quantity putting log of each advertisement, and determining the residual order quantity of each advertisement.
5. The method according to claim 1, wherein determining a first estimated traffic set every preset time period according to the playing condition of the advertisement of each distribution dimension in the distribution dimension set, and updating the distribution strategy of the estimated traffic of each distribution dimension and the order quantity of the plurality of advertisements according to the first estimated traffic set and the preset playing rule comprises:
acquiring third consumption flow of each distribution dimension at intervals of preset duration, and performing accumulation summation to obtain consumption flow sum;
determining the residual flow of the target website within a second preset time length according to the total consumed flow;
redistributing the estimated flow of each distribution dimension according to the third consumed flow and the residual flow of each distribution dimension to obtain a first estimated flow set, wherein the first estimated flow set comprises a second estimated flow of each distribution dimension;
updating the distribution strategy of the order quantity of the plurality of advertisements according to the first pre-estimated flow set and the preset playing rule;
the second preset duration is composed of a plurality of preset durations.
6. A system for distributing an amount of an advertisement order, comprising:
the system comprises an acquisition module, a processing module and a display module, wherein the acquisition module is used for acquiring a targeting condition set corresponding to a plurality of advertisements when a target website receives a distribution request of order quantity of the plurality of advertisements, and the targeting condition set comprises each targeting condition corresponding to the plurality of advertisements;
a first determining module, configured to determine a distribution dimension set of the multiple advertisements according to the targeting condition set, where each distribution dimension in the distribution dimension set is a union of some or all targeting conditions in the targeting condition set;
the second determining module is used for determining the total flow of the target website and the first consumption flow of each distribution dimension, and determining the first estimated flow of each distribution dimension in the distribution dimension set according to the total flow and the first consumption flow of each distribution dimension;
the distribution module is used for distributing the advertisements to the distribution dimensionalities corresponding to the distribution dimensionality set for playing according to a preset playing rule and the first estimated flow;
and the updating module is used for determining a first estimated flow set at intervals of preset time according to the playing condition of the advertisements of each distribution dimension in the distribution dimension set, and updating the estimated flow of each distribution dimension and the distribution strategy of the order quantity of the advertisements according to the first estimated flow set and the preset playing rule.
7. The system of claim 6, wherein the second determining module comprises:
the acquisition unit is used for acquiring the total flow of the target website and the first consumption flow of each distribution dimension within a first preset time;
the delivery unit is used for delivering the total flow of the target website to a preset flow estimation model to obtain the estimated total flow of the target website within a second preset time;
the first determining unit is used for determining a first estimated flow of each distribution dimension in the distribution dimension set according to the estimated total flow of the target website and the first consumption flow of each distribution dimension;
the first preset time length is the same as the second preset time length in time length, and the end point of the first preset time length is the starting point of the second preset time length.
8. The system of claim 6, wherein the assignment module comprises:
the second determining unit is used for acquiring the playing condition of the advertisements in each distribution dimension, and determining the residual order quantity of the multiple advertisements and the second residual flow quantity of each distribution dimension;
the calculation unit is used for randomly selecting one distribution dimension, calculating the residual order quantity of each advertisement, the residual flow of the distribution dimension and the directional condition corresponding to the distribution dimension through a preset distribution algorithm, and obtaining an exposure probability set of the plurality of advertisements in the distribution dimension, wherein the exposure probability set comprises the exposure probability of each advertisement in the distribution dimension;
and the first distribution unit is used for distributing the advertisement with the highest exposure probability in the exposure probability set to the distribution dimensionality for playing.
9. The system according to claim 8, wherein the second determination unit comprises:
the first determining subunit is used for determining second consumption flow of each distribution dimension according to the playing condition of the advertisement on each distribution dimension;
the fitting subunit is used for fitting the second consumption flow of each distribution dimension and the corresponding first estimated flow through a preset flow fitter to obtain the residual flow of each distribution dimension;
and the second determining subunit is used for acquiring the order quantity putting log of each advertisement and determining the residual order quantity of each advertisement.
10. The system of claim 6, wherein the update module comprises:
the summation unit is used for acquiring third consumption flow of each distribution dimension at intervals of preset time length, and performing accumulation summation to obtain the consumption flow sum;
a third determining unit, configured to determine, according to the total consumed traffic, a remaining traffic of the target website within a second preset duration;
the second distribution unit is used for redistributing the estimated flow of each distribution dimension according to the third consumed flow and the residual flow of each distribution dimension to obtain a second estimated flow set, and the second estimated flow set comprises second estimated flow of each distribution dimension;
the updating unit is used for updating the distribution strategy of the order quantity of the plurality of advertisements according to the second estimated flow set and the preset playing rule;
the second preset duration is composed of a plurality of preset durations.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201711482692.8A CN108053265B (en) | 2017-12-29 | 2017-12-29 | Method and system for distributing advertisement order quantity |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN201711482692.8A CN108053265B (en) | 2017-12-29 | 2017-12-29 | Method and system for distributing advertisement order quantity |
Publications (2)
| Publication Number | Publication Date |
|---|---|
| CN108053265A CN108053265A (en) | 2018-05-18 |
| CN108053265B true CN108053265B (en) | 2021-11-26 |
Family
ID=62128695
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN201711482692.8A Active CN108053265B (en) | 2017-12-29 | 2017-12-29 | Method and system for distributing advertisement order quantity |
Country Status (1)
| Country | Link |
|---|---|
| CN (1) | CN108053265B (en) |
Families Citing this family (8)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN109829753B (en) * | 2019-01-08 | 2023-04-14 | 聚好看科技股份有限公司 | Method and equipment for distributing flow to advertisement orders |
| CN109840807B (en) * | 2019-01-31 | 2023-08-04 | 聚好看科技股份有限公司 | Traffic distribution method and equipment for advertisement orders in pre-buried scene |
| CN109978605B (en) * | 2019-03-04 | 2023-09-12 | 聚好看科技股份有限公司 | Advertisement flow splitting and merging method and equipment |
| CN109936860B (en) * | 2019-04-24 | 2020-12-08 | 腾讯科技（深圳）有限公司 | Network information flow distribution method, flow distribution model training method and device |
| CN111612541A (en) * | 2020-05-22 | 2020-09-01 | 贝壳技术有限公司 | Event distribution method and device, computer readable storage medium and electronic equipment |
| CN112258207B (en) * | 2020-06-16 | 2024-07-19 | 北京沃东天骏信息技术有限公司 | Advertisement flow determination method, device, equipment and storage medium |
| CN111626796B (en) * | 2020-07-29 | 2020-12-01 | 北京搜狐新媒体信息技术有限公司 | Flow estimation method and device |
| CN113781090A (en) * | 2021-02-24 | 2021-12-10 | 北京沃东天骏信息技术有限公司 | Flow estimation method and device |
Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN102385729A (en) * | 2011-10-25 | 2012-03-21 | 北京亿赞普网络技术有限公司 | Method and device for evaluating advertisement serving policy |
| CN106485535A (en) * | 2015-08-25 | 2017-03-08 | 阿里巴巴集团控股有限公司 | The system of selection of publicity orders and device, management system |
| CN107371048A (en) * | 2017-07-13 | 2017-11-21 | 北京奇艺世纪科技有限公司 | A kind of Forecasting Methodology and device of the stock of publicity orders |
| CN107491979A (en) * | 2017-07-03 | 2017-12-19 | 北京奇艺世纪科技有限公司 | A kind of distribution method and device of advertisement stock |
-
2017
- 2017-12-29 CN CN201711482692.8A patent/CN108053265B/en active Active
Patent Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN102385729A (en) * | 2011-10-25 | 2012-03-21 | 北京亿赞普网络技术有限公司 | Method and device for evaluating advertisement serving policy |
| CN106485535A (en) * | 2015-08-25 | 2017-03-08 | 阿里巴巴集团控股有限公司 | The system of selection of publicity orders and device, management system |
| CN107491979A (en) * | 2017-07-03 | 2017-12-19 | 北京奇艺世纪科技有限公司 | A kind of distribution method and device of advertisement stock |
| CN107371048A (en) * | 2017-07-13 | 2017-11-21 | 北京奇艺世纪科技有限公司 | A kind of Forecasting Methodology and device of the stock of publicity orders |
Also Published As
| Publication number | Publication date |
|---|---|
| CN108053265A (en) | 2018-05-18 |
Similar Documents
| Publication | Publication Date | Title |
|---|---|---|
| CN108053265B (en) | Method and system for distributing advertisement order quantity | |
| US10070166B2 (en) | Generation of reach, mixture, and pricing utilizing a framework for audience rating estimation | |
| US8527346B2 (en) | Method and system for scheduling electronic advertising | |
| US20150134462A1 (en) | Dynamic bid price selection | |
| US20100235219A1 (en) | Reconciling forecast data with measured data | |
| US20080021791A1 (en) | Traffic Estimator | |
| US20170103429A1 (en) | Intelligent ad auction and sla compliance techniques | |
| US20150112795A1 (en) | Efficient budget pacing | |
| US20120191529A1 (en) | Methods and systems for a predictive advertising tool | |
| US9230269B2 (en) | Segment-based floors for use in online ad auctioning techniques | |
| WO2009120873A2 (en) | Frequency-aware spot selection for content campaigns | |
| Geyik et al. | Multi-touch attribution based budget allocation in online advertising | |
| US9842354B2 (en) | Simulator for a real-time bidding system | |
| CN109801106B (en) | Advertisement putting effect estimation method and device, server and storage medium | |
| TWI554961B (en) | Advertisement server and method for determining exposure quantity of advertisement | |
| US12086841B2 (en) | Cross-platform proposal creation, optimization, and deal management | |
| WO2020196761A1 (en) | Planning device and computer program | |
| US20210295383A1 (en) | Audience proposal creation and spot scheduling utilizing a framework for audience rating estimation | |
| US11064234B2 (en) | Targeting and demographics scheduling utilizing a framework for audience rating estimation | |
| CN111553740A (en) | Flow distribution method and device, electronic equipment and computer storage medium | |
| US10402853B1 (en) | Methods, systems, and media for managing online advertising campaigns based on causal conversion metrics | |
| US9473805B1 (en) | Customized content channel generation and delivery for service providers | |
| US20130246161A1 (en) | Systems and methods for optimization-aware delivery pacing adjustment in advertisement serving | |
| CN111415023B (en) | Multimedia information delivery method and device and electronic equipment | |
| CN114399328A (en) | Advertisement putting method and device, storage medium and electronic device |
Legal Events
| Date | Code | Title | Description |
|---|---|---|---|
| PB01 | Publication | ||
| PB01 | Publication | ||
| SE01 | Entry into force of request for substantive examination | ||
| SE01 | Entry into force of request for substantive examination | ||
| GR01 | Patent grant | ||
| GR01 | Patent grant |