CN108550055A

CN108550055A - Transmitting advertisement information method and system based on geographical location

Info

Publication number: CN108550055A
Application number: CN201810338221.8A
Authority: CN
Inventors: 黄隆波
Original assignee: Tsinghua University
Current assignee: Cross Information Core Technology Research Institute (Xi'an) Co., Ltd.
Priority date: 2018-04-16
Filing date: 2018-04-16
Publication date: 2018-09-18
Anticipated expiration: 2038-04-16
Also published as: CN108550055B

Abstract

The application provides a kind of transmitting advertisement information method and system based on geographical location, the method is by obtaining geographical location information of at least user at current time, and the target user based on a dynamic decision into an at least user pushes the advertising information of the corresponding at least one local entity of the geographical location information；Wherein, the dynamic decision is related to the changeable weight condition of return rate generated in the advertising information that current time is described at least one local entity push.The application adjusts the decision the changeable weight for the return rate that advertising information generates dynamic ensures the greatest benefit that advertisement is launched in turn in a manner of system optimal to ensure to user's advertisement information.

Description

Transmitting advertisement information method and system based on geographical location

Technical field

This application involves technical field of data processing, more particularly to a kind of transmitting advertisement information side based on geographical location Method and system.

Background technology

The fast development of the mobile communication technology of such as smart mobile phone and wearable device etc is achieved user and arrives The ubiquitous connection of the communications infrastructure.Therefore, many service systems based on location information have come into people's Daily life, such as the service for providing trip or shopping to the user dependent on location information.Therefore, have benefited from such technology Promotion and popularization, such as location-based moving advertising are also come into being., Many scientific ＆ technical corporation such as Facebook are also paying close attention to always and are developing the Related product based on location-based service.For example, Google mono- Directly in the location-based function of search of constantly enhancing Google Maps；Such as Facebook announces to release recently that it is super local again Advertising platform " hyper-local ads ", the platform allow local advertising entity to attract neighbouring user.But these the relevant technologies The customer position information of acquisition is based only on to user's advertisement, there is no consider the issuable cost of advertisement information Or income caused by advertising information, or do not account for launching advertisement the equipment that uses of object or user to advertising information Receiving degree and the promotion of benefit can not be brought so it is of high cost not only to cause advertisement to launch.

Invention content

The shortcomings that in view of the relevant technologies described above, the application's is designed to provide a kind of advertisement based on geographical location The problems such as information-pushing method and system, the benefit launched or pushed for above-mentioned advertisement in the related technology is not high.

In order to achieve the above objects and other related objects, the first aspect of the application provides a kind of based on the wide of geographical location Information-pushing method is accused, is included the following steps：Obtain geographical location information of at least user at current time；And it is based on one Target user of the dynamic decision into an at least user pushes the corresponding at least one local entity of the geographical location information Advertising information；Wherein, the dynamic decision is believed in the advertisement that current time is described at least one local entity push The changeable weight condition for ceasing the return rate generated is related.

The second aspect of the application also provides a kind of transmitting advertisement information system based on geographical location, including acquisition module And pushing module, the acquisition module is for obtaining an at least user in the geographical location information at current time；The push Module is corresponding at least based on the target user push geographical location information of the dynamic decision into an at least user The advertising information of one local entity；Wherein, the dynamic decision be described at least one local entity push at current time The changeable weight condition for the return rate that the advertising information generates is related.

The third aspect of the application also provides a kind of computer equipment, including：Memory, for storing program code；One A or multiple processors；Wherein, the processor executes above-mentioned for calling the program code stored in the memory The transmitting advertisement information method based on geographical location described in one side.

The fourth aspect of the application also provides a kind of computer readable storage medium, is stored with wide based on geographical location push Accuse the computer program of information, the computer program be performed realize described in above-mentioned first aspect based on geographical location Transmitting advertisement information method.

As described above, the transmitting advertisement information method and system based on geographical location of the application, computer equipment and Computer readable storage medium is at least one corresponding to target user's push geographical location information by a dynamic decision The advertising information of ground entity, and in implementation process, pass through the changeable weight dynamic adjustment institute for the return rate that advertising information generates State decision ensures the greatest benefit that advertisement is launched in turn in a manner of system optimal to ensure to user's advertisement information.

Description of the drawings

Fig. 1 is shown as the network architecture schematic diagram of the application of the application transmitting advertisement information method.

Fig. 2 is shown as the flow chart of the application transmitting advertisement information method in one embodiment.

Fig. 3 is shown as schematic diagram of the application transmitting advertisement information method in an application scenarios.

Fig. 4 is shown as the flow chart of the application transmitting advertisement information method in another embodiment.

Fig. 5 is shown as the system block diagram of the application transmitting advertisement information system in one embodiment.

Fig. 6 is shown as the structural schematic diagram of the computer equipment embodiment one of the application.

Specific implementation mode

Illustrate that presently filed embodiment, those skilled in the art can be by this explanations by particular specific embodiment below Content disclosed by book understands other advantages and effect of the application easily.In described below, refer to the attached drawing, attached drawing description Several embodiments of the application.It should be appreciated that other embodiment also can be used, and can be without departing substantially from spirit herein With carried out in the case of range composition and operational change.Following detailed description should not be considered limiting, And the range of embodiments herein is only limited by claims of the patent of the application.Term used herein is only In order to describe specific embodiment, and it is not intended to limit the application.

Furthermore as used in herein, singulative " one ", "one" and "the" are intended to also include plural number shape Formula, unless there is opposite instruction in context.For example in the application include then a user and more to " at least one user " The case where a user, or " at least one ontology entity " then include an ontology entity and multiple ontology entities the case where. It will be further understood that term "comprising", " comprising " show there are the feature, step, operation, element, component, project, Type, and/or group, but it is not excluded for other one or more features, step, operation, element, component, project, type, and/or group Presence, appearance or addition.Term "or" and being interpreted as including property of "and/or" used herein, or mean any one Or any combinations.

It should be understood that the terms "and/or", only a kind of incidence relation of description affiliated partner, expression can deposit In three kinds of relationships, for example, A and/or B, can indicate：Individualism A exists simultaneously A and B, these three situations of individualism B. In addition, character "/" herein, it is a kind of relationship of "or" to typically represent forward-backward correlation object.It should be understood that in the embodiment of the present invention In, term " displaying advertising messages ", " advertisement information ", " provide advertising information " they are the hands for describing advertisement Section may be because the appellation of industry is different, the application does not limit this in order to make it easy to understand, using different names.

The application provides a kind of transmitting advertisement information method based on geographical location, is applied in advertising platform, described wide Accuse platform be referred to as advertising network Optimization Platform or server-side, for for hold mobile terminal user's advertisement letter Breath.But do not limit to and this, in other application examples, the advertising platform can also be crowdsourcing task platform or Real-Time Sharing Platform；In this application, term used herein is merely to description specific embodiment, and is not intended to limit the application, therefore And it is temporarily illustrated by taking advertising platform as an example.

In embodiment, the advertising platform can have the service end system in the network architecture to realize, such as Fig. 1 Shown in the network architecture, Fig. 1 is shown as the network architecture schematic diagram of the application of the application transmitting advertisement information method.

The server-side 11 can be arranged according to many factors such as function, loads in one or more property servers. Wherein, when being distributed in multiple property servers, the server-side can be made of the server based on cloud framework.For example, base In the server of cloud framework include public cloud (Public Cloud) server-side and private clound (Private Cloud) server-side, Wherein, described public or privately owned cloud server terminal include Software-as-a-Service (software services, SaaS), Platform-as-a-Service (platform services, PaaS) and Infrastructure-as-a-Service (infrastructure Service, IaaS) etc..The privately owned cloud server terminal such as Ali's cloud computing service platform, Amazon (Amazon) cloud computing take Business platform, Baidu's cloud computing platform, Tencent's cloud computing platform etc..The server-side 11 can also be by service be distributed or concentration Device cluster is constituted.For example, the server cluster is made of an at least property server.Configuration is more in each property server A virtual server, each virtual server run at least function module in the ad placement services end, each virtual clothes Pass through network communication between business device.

The mobile terminal 21 that the user holds be, for example, include but not limited to smart mobile phone, handheld computer, tablet computer, Smartwatch, intelligent glasses, media player, personal digital assistant (PDA) etc. portable electronic device or wearable electricity Sub- equipment.It should be appreciated that portable electronic device of the application described in embodiment is an application example, the equipment Component can have more or fewer components than diagram, or with different component Configurations.Draw diagram various groups Part can be realized with the combination of hardware, software or software and hardware, including one or more signal processings and/or special integrated electricity Road.In the specific implementation mode of the application, it will be illustrated so that the electronic equipment is smart mobile phone as an example.The electronics is set It is standby include memory, Memory Controller, one or more processors (CPU), Peripheral Interface, RF circuits, voicefrequency circuit, raise one's voice Device, microphone, input/output (I/O) subsystem, touch screen, other outputs or control device and outside port.These groups Part is communicated by one or more communication bus or signal wire.

The advertising platform can be one to the window of the dispensing of the mobile terminal displaying advertising messages of user and apply journey Sequence, can also be a browser, and the content sites of the browser access need to carry out advertising network by advertising platform excellent Change.

In this application, the advertising information can be the ad content of a concrete type, can also be an advertisement The push scheme of information, it should be understood that when the advertising information be one push scheme when include decision be advertisement The case where information also includes the case where not pushing the advertising information.

When the advertising information can be the ad content of a concrete type, the type of the advertising information includes text Advertising information, display advertising information, speech advertising information and/or multimedia advertisement.It is to be understood that the advertisement letter Breath is it can be appreciated that the network information, the network information form launched on network information platform line.The network information includes For advertising information, Item Information, news information, action message, the task of the mission bit stream either given out a contract for a project or Real-Time Sharing is believed Breath etc..Advertising information can be the sales promotion information shown in the network platform or merchandise discount information etc..Item Information can be shopping The merchandise news etc. shown on platform.News information can be the news information searched in search engine or be issued in news information The news information etc. shown on platform.Action message can be the action message etc. promoted in the network platform, such as popularization letter of soliciting articles Breath, competition promotion message, micro- film or short-sighted frequency promotion message etc..

Referring to Fig. 2, it is shown as the flow chart of the application transmitting advertisement information method in one embodiment, as shown, The transmitting advertisement information method based on geographical location includes the following steps：

In step slo, geographical location information of at least user at current time is obtained；In embodiment, described wide Accuse platform obtain one or more user current time geographical location information.In practical applications, when can be by more Kind method obtains the geographical location where user terminal, for example the advertising platform obtains one or more of users current The beacon information or IP address information of the wireless device of moment access, and obtain the beacon information according to preset mapping relations Or the corresponding geographical location information of IP address information.

In practical applications, in another example the one or more of users of advertising platform reception are carried by an application program To obtain the geographical location information, the application program is, for example, the GPS information or Beidou positioning information at the current time of friendship Can be with the APP in upload user geographical location, such as Amap APP, Baidu map APP, public comment APP, group of U.S. APP is micro- Believe Taobao APP, APP, microblogging APP the APP that is hungry, drop drop APP, are, for example, to rub to visit the shared bicycle APP such as bicycle or OFO bicycles Etc..

Referring to Fig. 3, schematic diagram of the application transmitting advertisement information method in an application scenarios is shown as, as schemed institute Show, represents the areas Ge Shang with a nine grids, the quotient area is divided into 9 regions and is represented in some regions with triangle Local entity, with round representative into the user of some regions, as shown in the figure, one or more users enter one or more It, can be detected based on the geographical location information by advertising platform when region where a local entity.

In step s 11, target user's push geographical position based on a dynamic decision into an at least user Confidence ceases the advertising information of corresponding at least one local entity；In embodiment, there are one the advertising platform detects or more When a user is entered in the institute overlay area of a local entity, based on a dynamic decision (dynamic strategy) to one or more Target user in a user pushes the advertising information of the corresponding one or more local entities of the geographical location information.Its In, the return rate for the advertising information generation that the dynamic decision and described at least one local entity pushs at current time Changeable weight condition is related, the changeable weight dynamic of the return rate that can be thereby generated by advertising information adjust the decision with Ensure to ensure the greatest benefit that advertisement is launched in turn to user's advertisement information in a manner of system optimal.

In embodiment, the user is the region entered belonging to one or more local entities, and by advertising platform Know that the user for having examined its geographical location, the target user refer to that local entity has intention the use for being sent to advertising information Family, it is possible to understand that, user described herein refers to the movement of for example, portable electronic device or wearable electronic equipment Terminal.

In embodiment, the local entity includes industry user or businessman user.The industry user or businessman user For " online advertisement master " or " Internet advertising master ", the advertiser refers to delivering to promote to consumer (user) using internet Or the enterprise or trade company of marketing message.In order to improve advertising efficiency, online advertisement is main it is expected to be likely to access in potential customers Spatially show online advertisement online.For example, in the application scenarios of some, the ontology entity is into residing in one large-scale purchase The trade company, such as chafing dish restaurant, dress shop, coffee-house, cosmetics, beauty salon etc. at object center (such as Wanda shopping square etc.).Institute It states trade company and commodity, tangible goods such as clothes, mobile phone, jewelry, cosmetics etc., the virtual goods such as card of game points, trip is provided Theatrical costume is standby, electronic ticket etc., service commodity such as film, music, beauty etc..

In the actual application scenarios of other, when the local entity is industry user, such as in the example above Industry user in platform website, such as catering industry, apparel industry, amusement and recreation industry, film/performance industry etc., it is each Include multiple businessman users again in a industry, such as in apparel industry again including different type, such as women's dress, men's clothing, children's garment etc..

In step s 11, the dynamic decision be the described wide of described at least one local entity push at current time The changeable weight condition for accusing the return rate that information generates is related, and the condition correlation is expressed as one in one embodiment Or the return rate of advertising information generation that push to one or more target users at current time of multiple local entities Changeable weight is as the necessary condition for determining the dynamic decision (dynamic strategy).

In one embodiment, realize that the algorithm of the dynamic decision Φ is：

Wherein, β is expressed as the return rate of advertising information generation；T is expressed as current time, I_nmj(t) it is expressed as advertising platform When t moment detects that a target user n is entered in the region belonging to a local entity m, pushed away to the target user n The advertising information of a j type is sent.W_nmj(β, t) be expressed as the advertising information in the t moment local entity m j types pushed to The changeable weight for the return rate that the advertising information generates after target user n.In the realization algorithm of above-mentioned dynamic decision Φ, Further include a constraints, i.e. advertising platform detection enters a local entity m institute in t moment to a target user n The advertising information or not advertisement that j type has been pushed to the target user n are only determined when in the region of category every time Information.

The return rate β refers to that advertising platform has pushed the advertising information of local entity to target user and promotes target user The probability of correlation behavior has occurred with local entity, that is, is expressed as the useful probability of the advertising information.In one embodiment, For example use β_nmj(t) it obtains when indicating that a target user n is in the region that t moment has entered belonging to an ontology entity m The advertising information j for having arrived the local entity m, if the target user n enters the local entity m and produces associated line For the correlation behavior can produce transaction to obtain or be associated with what local entity occurred into target users such as shop visits Behavior.In actual scene, the case where influencing the return rate in addition to send advertising information and its type is related, it is also possible to It is related with the brand of the local entity, ad system (such as advertiser), the hobby of target user.

The correlation behavior that the target user and local entity occur can be based on local entity or target user to wide It accuses platform and carries out feedback acquisition, the conversion ratio of the advertising information refers under advertisement pushing scheme, and target user thinks that this is wide Accuse the useful probability of information.It is described it is useful refer to that correlation behavior, such as target user has occurred with local entity in target user It has carried out the feedbacks such as reading or carried out reservation based on the advertising information or bought by clicking the information in the advertisement Either local entity uploads transaction data or the visiting data of customer etc. to advertising platform for operation.

In embodiment, the return rate that the advertising information of at least one local entity generates described in current time push Changeable weight need to complete successfully to push the pressure value of the advertising information of the local entity, when current at current time Carve return rate that the advertising information of push generates and current time push cost caused by the advertising information, Target user described in current time can receive the pressure value of the advertising information of push and the target described in current time is used The quantity term that family passively receives the advertising information is related.

The condition correlation indicates to need to complete successfully to push the local entity at current time in one embodiment Advertising information pressure value, current time push the advertising information generate return rate and current time push Cost, the target user described in current time caused by the advertising information can receive the pressure of the advertising information of push The quantity term conduct that value and the target user described in current time passively receive the advertising information determined at current time The necessary condition of the changeable weight for the return rate that the advertising information of at least one local entity generates described in push.

In one embodiment, the realization algorithm of the changeable weight W is：

Wherein, h_m(t) the local entity m needs described in current time t are expressed as to complete successfully to push the advertising information Pressure value, the pressure value can also be expressed as urgent or pressing degree；It is described complete successfully push refer to when current It carves t advertising platforms and has pushed the advertising information of local entity m to target user n and target user n is promoted to be had occurred with local entity m Correlation behavior.

β_nmj(t) it indicates to detect that target user n enters in the region belonging to ontology entity m in current time t advertising platform The return rate that the advertising information j pushed to the target user n is generated；P_nmj(t) it is expressed as detecting in t moment advertising platform Target user n enters the cost that the advertising information j pushed to the target user n in the region belonging to ontology entity m is generated, ∈ For preset systematic parameter.

q_n(t) it is expressed as the pressure value that the target user n described in current time t can receive the advertising information of push, That is, can receive the pressure value of the limit of the advertising information of push in current time t target user n, the pressure value also may be used To be expressed as urgent or pressing degree.

A_nm(t) be expressed as current time t target user n enter region belonging to ontology entity m actively go to collect or The case where with the ontology entity m, A_nm(t) value is 1 or 0, that is, works as A_nm(t) when value is 0 target user n is expressed as to exist The case where region that t moment enters belonging to ontology entity m is not gone actively to collect or match the ontology entity m, works as A_nm(t) it takes Value is expressed as target user n and enters region belonging to ontology entity m in t moment actively going to collect or match the ontology when being 1 The case where entity m, that is, be not take up the limit that target user n can receive the advertising information of push.

In embodiment, advertising platform detects that one or more target users are entering constantly belonging to an ontology entity The cost that the advertising information pushed to one or more target users in region generates is, for example, to push the advertising information to occupy Channel resource, broadband resource, the network flow of consumption, the calculation power of computer of consumption, the electric power of equipment of consumption, advertising expense With and equipment commission etc..

In one embodiment, realize that the algorithm of the cost is：

Wherein, I_nmj(t) it is expressed as detecting that a target user n enters a local in current time t advertising platform When in the region belonging to entity m, the advertising information of a j type has been pushed to the target user n；P_nmj(t) it is expressed as working as Preceding moment t advertising platforms detect that target user n enters and are pushed to the target user n in the region belonging to ontology entity m The cost that advertising information j is generated.In embodiment, cost can be indicated with following formula：

Wherein, τ is a continuous or interrupted time Sequence.

In embodiment, current time need to complete successfully to push the advertising information of the local entity pressure value and It needs to complete successfully to push the quota of the advertising information of the local entity and described in current time push at current time The average conversion condition of the advertising information of local entity is related.The condition correlation is expressed as in one embodiment current Moment needs to complete successfully to push the quota of the advertising information of the local entity and be pushed at current time described local real The average conversion of the advertising information of body needs to complete successfully to push the advertisement of the local entity at current time as determination The necessary condition of the pressure value of information.Specifically, described to need to complete successfully to push the local entity at current time The pressure value of advertising information can also be expressed as urgent or pressing degree.

In one embodiment, need to complete successfully to push the pressure value of the advertising information of the local entity at current time The realization algorithm of h is：

Wherein, h_m(t) indicate that current time t advertising platform needs complete the local entity m advertisements letter of successfully push (matching) The pressure value of breath；γ_m(t) it is expressed as advertising information of the advertising platform in t moment to the realization benefit conversion of local entity m distribution Quota, r_m(t) it is expressed as the conversion ratio that the advertising information of t moment push generates.Wherein, γ_m(t) [0, r ∈_max], it is one Auxiliary variable.

In embodiment, the target user described in current time can receive push the advertising information pressure value with Target user described in current time can receive the limit of the advertising information of the local entity push and at current time The quantity term correlation of the advertising information of the practical local entity push received of the target user, the condition Correlation is expressed as the advertisement that the target user described in current time can receive the local entity push in one embodiment The limit of information and the advertising information of the practical local entity push received of the target user described in current time Quantity as determine the target user described in current time can receive push the advertising information pressure value necessary item Part.

In one embodiment, the target user described in current time can receive the pressure of the advertising information of push The realization algorithm of force value q is：

Wherein, q_n(t) it is expressed as can receive the pressure of the advertising information of push at target user's moment current time t Value, the pressure value can also be expressed as urgent or pressing degree；d_n(t) it is expressed as in current time t target user n reality The quota of the advertising information of received push, the quota can also become quantity；The reality is received to be pushed away The advertising information sent refers to the advertising information that target user passively receives advertising platform push, does not include target user's active The advertising information initiated or actively collected.c_nThe limit of the advertising information can be received by being expressed as target user n in total.

In embodiment, d_n(t) realization algorithm is：

Wherein d_nIt can be obtained by following formula：

Wherein, τ is a continuous or interrupted time series.

In the actual scene of application, for example a certain shopping center enters to have stationed multiple local entities, for example those locals are in fact Body is respectively clothes, food and drink, film, and in some period, the advertising platform needs to promote the turnover of film local entity, then To the entity policy inclination of film local when initial weight distributes, larger default weight is distributed for it so that film sheet Ground entity can to when the geographical location for entering its affiliated area to target user's advertisement information so that these target users It is consumed in the probability to film local entity for having bigger, so that other browse the browsing user of the film local entity The operation benefits of the film local entity are influenced and promoted by these comment users.

In embodiment, the default weight may be considered an initial weight, in other words, be the starting stage according to Default weight is carried out to the actual conditions of each local entity, for example, in multiple local entity m₁、m₂、m₃In the case of, if It is expected that local entity m₁Distribute more weights, local entity m₂、m₃Less weight is distributed, then is, for example, by local entity m₁ Weight be set as 0.8, local entity m₂、m₃Weight be respectively set to 0.1.

The default weight U for utility function_mIt can be realized in embodiment by following algorithm：

Wherein, it is U_totFor system optimal function, r_mThe flat of the advertising information generation of local entity m is pushed for advertising platform Equal conversion ratio, the average conversion r_mAcquisition can be acquired by following algorithm：

Wherein, τ is a continuous or interrupted time Sequence.

In embodiment, in order to ensure the return rate foot for the advertising information generation that advertising platform is local entity push It is enough big, i.e., more successful match is enough obtained as far as possible, i.e., sends promotion message to target user and bring benefit so that obtain The cost that the income obtained subtracts consumption is maximum, is additionally used in the present processes best matched based on geographical location progress Scheme is realized by following algorithm：

Wherein, constraints is the advertisement letter for ensuring to push to target user n when to target user's n advertisement information The quantity of breath is no more than the limit that target user n can receive the advertising information in total.

The above-mentioned transmitting advertisement information method based on geographical location is pushed by a dynamic decision to target user described The advertising information of the corresponding at least one local entity of location information is managed, and in implementation process, is returned by what advertising information generated It is true in turn to user's advertisement information in a manner of system optimal to ensure that the changeable weight dynamic of report rate adjusts the decision Protect the greatest benefit that advertisement is launched.

Referring to Fig. 4, the flow chart of the application transmitting advertisement information method in another embodiment is shown as, as schemed institute Show, the transmitting advertisement information method based on geographical location includes the following steps：

In step S10 ', obtain an at least user obtained while the geographical location information at current time described at least Channel resource of one user at current time；In embodiment, the advertising platform obtains one or more user current Also obtained while the geographical location information at moment one or more user current time channel resource.In embodiment In, such as according to the channel resource of the user and the communication protocol acquisition user of the wireless device in current time access. In practical application, for example user enters in the region belonging to a local entity, can pass through mobile communications network or internet Wireless network accesses the wireless device such as base station, router, hotspot, and advertising platform foundation obtains those wireless devices Identification number pushes the communication protocol that window obtains user based on it, is pushed to user with decision and is suitble to subscriber channel resource Advertisement type, such as text advertisements, display advertising, speech advertising and/or multimedia advertising etc..

In actual application, the wireless communication protocol is, for example, Zigbee protocol, bluetooth (Bluetooth) communication protocols View, WLAN protocol (including (802.11b, 802.11a, 802.11g), wap protocol, cellular network (Cellular Network) Agreement, such as 2G/3G/4G/5G etc..

In step S11 ', according to the channel resource and dynamic decision, the target user into an at least user pushes away Send the advertising information of the corresponding at least one local entity of the geographical location information.In embodiment, the advertising platform detection To there are one or multiple users enter in the institute overlay area of a local entity when, be based on the channel resource and dynamic decision It is one or more corresponding that the target user of (dynamic strategy) into one or more of users pushes the geographical location information The advertising information of a local entity.Wherein, the dynamic decision be described at least one local entity push at current time The changeable weight condition for the return rate that the advertising information generates is related, can thereby pass through the return rate that advertising information generates Changeable weight dynamic adjusts the decision ensures advertisement in turn in a manner of system optimal to ensure to user's advertisement information The greatest benefit of dispensing.

Referring to Fig. 5, the system block diagram of the application transmitting advertisement information system in one embodiment is shown as, as schemed institute Show, the transmitting advertisement information system 31 based on geographical location, including acquisition module 310 and pushing module 311.In embodiment In, the transmitting advertisement information system 31 can be advertising platform, and it is flat that the advertising platform is referred to as advertising network optimization Platform or server-side, for hold user's advertisement information of mobile terminal.But do not limit to and this, it is real in others application In example, the advertising platform can also be crowdsourcing task platform or Real-Time Sharing platform；In this application, term used herein Merely to description specific embodiment, and it is not intended to limit the application, so temporarily illustrated by taking advertising platform as an example.

The acquisition module 310 is for obtaining an at least user in the geographical location information at current time.In embodiment, In embodiment, geographical location information of described one or more user of acquisition of acquisition module 310 at current time. In practical application, the geographical location where it can obtain user terminal by a variety of methods, such as acquisition module 310 obtain institute The beacon information or IP address information of the wireless device that one or more users accessed at current time are stated, and is reflected according to preset Penetrate the corresponding geographical location information of beacon information or IP address information described in Relation acquisition.

In practical applications, in another example the acquisition module 310 receives one or more of users applies journey by one The GPS information or Beidou positioning information at the current time that sequence is submitted are to obtain the geographical location information, the application program example Such as being can be with the APP in upload user geographical location, such as Amap APP, Baidu map APP, public comment APP, and U.S. rolls into a ball APP, wechat APP, microblogging APP, Taobao APP, the APP that is hungry, drop drop APP, it is, for example, to rub to visit the shared list such as bicycle or OFO bicycles Vehicle APP etc..

Referring to Fig. 3, the schematic diagram in an application scenarios is shown as, as shown, representing a quotient with a nine grids Area, the quotient area are divided into 9 regions, in some regions, represent local entity with triangle, are represented with circle and enter certain The user in a little regions, it is as shown in the figure, when one or more users enter the region where one or more local entities, meeting It is detected based on the geographical location information by advertising platform.

In certain embodiments, the acquisition module 310 can be realized by way of software, can also pass through hardware Mode realizes that the acquisition module 310 can also be arranged in the processor, for example, each acquisition module 310 can be set The software program in computer or intelligent movable equipment is set, can also be the hardware device being separately configured.

The pushing module 311 pushes the geography based on target user of the dynamic decision into an at least user The advertising information of the corresponding at least one local entity of location information；Wherein, the dynamic decision with current time be it is described extremely The changeable weight condition for the return rate that the advertising information of a few local entity push generates is related.

In embodiment, there are one the acquisition module 310 detects or multiple users enter the institute of a local entity When in overlay area, the pushing module 311 is based on a dynamic decision (dynamic strategy) into one or more of users Target user pushes the advertising information of the corresponding one or more local entities of the geographical location information.Wherein, the dynamic The changeable weight item for the return rate that the advertising information that decision is pushed with described at least one local entity at current time generates Part is related, and the changeable weight dynamic for the return rate that can be thereby generated by advertising information adjusts the decision to ensure with system Optimal mode ensures the greatest benefit that advertisement is launched to user's advertisement information in turn.

In embodiment, the user is the region entered belonging to one or more local entities, and is acquired module 310 know that the user for having examined its geographical location, the target user refer to that local entity has intention to be sent to advertising information User, it is possible to understand that, user described herein refers to the shifting of for example, portable electronic device or wearable electronic equipment Dynamic terminal.

The dynamic decision is generated in the advertising information that current time is described at least one local entity push The changeable weight condition of return rate is related, and the condition correlation is expressed as one or more of local real in one embodiment The changeable weight conduct for the return rate that the advertising information that body pushes at current time to one or more target users generates Determine the necessary condition of the dynamic decision (dynamic strategy).

In one embodiment, realize that the algorithm of the dynamic decision Φ is：

Wherein, β is expressed as the return rate of advertising information generation；T is expressed as current time, I_nmj(t) it is expressed as advertising information Supplying system 31 is when t moment detects that a target user n is entered in the region belonging to a local entity m, to described Target user n has pushed the advertising information of a j type.W_nmj(β, t) is expressed as the j types pushed in t moment local entity m The changeable weight of return rate that is generated to the advertising information after target user n of advertising information.In above-mentioned dynamic decision Φ Realization algorithm in, further include a constraints, i.e., transmitting advertisement information system 31 detection in t moment a to target user It is only determined every time when n is entered in the region belonging to a local entity m to the target user n and has pushed j type Advertising information or not advertisement information.

The return rate β refers to the advertising information rush that transmitting advertisement information system 31 has pushed local entity to target user Make target user that the probability of correlation behavior have occurred with local entity, that is, is expressed as the useful probability of the advertising information.One In a embodiment, for example use β_nmj(t) indicate that a target user n has been entered in t moment belonging to an ontology entity m The advertising information j that the local entity m has been got when in region, if the target user n enters the local entity m and produces Correlation behavior is given birth to, the correlation behavior can produce transaction to obtain or target users and the local entity such as visit into shop The correlation behavior of generation.In actual scene, the case where influencing the return rate in addition to send advertising information and its type It is related, it is also possible to related with the brand of the local entity, ad system (such as advertiser), the hobby of target user.

The correlation behavior that the target user and local entity occur can be based on local entity or target user to wide It accuses information transmission system 31 and carries out feedback acquisition, the conversion ratio of the advertising information refers under advertisement pushing scheme, and target is used Think the useful probability of the advertising information in family.It is described it is useful refer to that correlation behavior, example has occurred with local entity in target user Information in the advertisement as described in target user by click carried out read or based on the advertising information carried out subscribe or Either local entity uploads transaction data or the visiting data of customer to the feedback operations such as purchase to transmitting advertisement information system 31 Deng.

In one embodiment, the realization algorithm of the changeable weight W is：

Wherein, h_m(t) the local entity m needs described in current time t are expressed as to complete successfully to push the advertising information Pressure value, the pressure value can also be expressed as urgent or pressing degree；It is described complete successfully push refer to when current It carves the advertising information that t transmitting advertisement informations system 31 has pushed local entity m to target user n and promotes target user n and local Correlation behavior has occurred in entity m.

β_nmj(t) it indicates to detect that target user n enters ontology entity m institutes in current time t transmitting advertisement information system 31 The return rate that the advertising information j pushed to the target user n in the region of category is generated；P_nmj(t) it is expressed as in t moment advertisement Information transmission system 31 detect target user n enter in the region belonging to ontology entity m pushed to the target user n it is wide The cost that information j is generated is accused, ∈ is preset systematic parameter.

In embodiment, transmitting advertisement information system 31 detects that one or more target users are entering an ontology constantly The cost that the advertising information pushed to one or more target users in region belonging to entity generates for example, pushes described wide It is electric to accuse channel resource, broadband resource that information occupies, the network flow of consumption, the calculations power of computer of consumption, the equipment of consumption Power, advertising expenditure and equipment commission etc..

In one embodiment, realize that the algorithm of the cost is：

Wherein, I_nmj(t) it is expressed as detecting that a target user n enters in current time t transmitting advertisement information system 31 When in the region belonging to a local entity m, the advertising information of a j type has been pushed to the target user n；P_nmj(t) Be expressed as current time t transmitting advertisement information system 31 detect target user n enter in the region belonging to ontology entity m to The cost that the advertising information j of the target user n push is generated.In embodiment, cost can be indicated with following formula：

Wherein, τ is a continuous or interrupted time Sequence.

Wherein, h_m(t) it is local real to indicate that current time t transmitting advertisement information system 31 needs to complete successfully push (matching) The pressure value of body m advertising informations；γ_m(t) it is expressed as reality of the transmitting advertisement information system 31 in t moment to local entity m distribution The quota of the advertising information of existing benefit conversion, r_m(t) it is expressed as the conversion ratio that the advertising information of t moment push generates.Wherein, γ_m (t) [0, r ∈_max], it is an auxiliary variable.

Wherein, q_n(t) it is expressed as can receive the pressure of the advertising information of push at target user's moment current time t Value, the pressure value can also be expressed as urgent or pressing degree；d_n(t) it is expressed as in current time t target user n reality The quota of the advertising information of received push, the quota can also become quantity；The reality is received to be pushed away The advertising information sent refers to the advertising information that target user passively receives the push of transmitting advertisement information system 31, does not include mesh Mark the advertising information that user actively initiates or actively collects.c_nThe advertisement letter can be received by being expressed as target user n in total The limit of breath.

In embodiment, d_n(t) realization algorithm is：

Wherein d_nIt can be obtained by following formula：

Wherein, τ is a continuous or interrupted time series.

In the actual scene of application, for example a certain shopping center enters to have stationed multiple local entities, for example those locals are in fact Body is respectively clothes, food and drink, film, and in some period, the transmitting advertisement information system 31 needs to promote film local entity The turnover, then larger default weight is distributed for it to the entity policy inclination of film local when initial weight distributes, Enable film local entity to when the geographical location for entering its affiliated area to target user's advertisement information so that this A little target users, which have in the probability to film local entity of bigger, to consume, so that other browse the film local entity Browsing user influenced and promoted the operation benefits of the film local entity by these comment users.

Wherein, it is U_totFor system optimal function, r_mThe advertisement letter of local entity m is pushed for transmitting advertisement information system 31 Cease the average conversion generated, the average conversion r_mAcquisition can be acquired by following algorithm：

Wherein, τ is a continuous or interrupted time Sequence.

In embodiment, in order to ensure transmitting advertisement information system 31 is that the advertising information that local entity pushes generates Return rate it is sufficiently large, i.e., enough obtain more successful match as far as possible, i.e., send and promotion message and bring to target user Benefit so that the cost that the income of acquisition subtracts consumption is maximum, is additionally used in the present processes best based on geographical position It sets and carries out matched scheme, i.e., realized by following algorithm：

In another embodiment, the acquisition module 310 is additionally operable to obtain an at least user in the geographical position at current time Channel resource of at least user at current time described in being obtained while confidence ceases；The acquisition module 310 according to it is described extremely The communication protocol of a few user and the wireless device in current time access obtains the channel resource of user.In practical applications, For example user enters in the region belonging to a local entity, can pass through mobile communications network or internet wireless network insertion Such as the wireless devices such as base station, router, hotspot, advertising platform is according to the identification number or base for obtaining those wireless devices The communication protocol that window obtains user is pushed in it, pushes the advertisement type for being suitble to subscriber channel resource to user with decision, than Such as text advertisements, display advertising, speech advertising and/or multimedia advertising.

The pushing module 311 is additionally operable to the mesh into an at least user according to the channel resource and dynamic decision Mark user pushes the advertising information of the corresponding at least one local entity of the geographical location information.

In embodiment, the advertising platform detect there are one or multiple users enter being covered for local entity When in region, it is based on the target user of the channel resource and dynamic decision (dynamic strategy) into one or more of users Push the advertising information of the corresponding one or more local entities of the geographical location information.Wherein, the dynamic decision with Current time is that the changeable weight condition for the return rate that the advertising information of described at least one local entity push generates is related, The changeable weight dynamic for the return rate that can be thereby generated by advertising information adjusts the decision to ensure with system optimal Mode ensures the greatest benefit that advertisement is launched to user's advertisement information in turn.

Referring to Fig. 6, it is shown as the structural schematic diagram of the computer equipment embodiment one of the application.As shown, this The computer equipment 41 that embodiment provides includes mainly memory 410, one or more processors 411 and is stored in described One or more of memory 410 program, wherein the storage of memory 410 executes instruction, when computer equipment 41 is run, It is communicated between processor 411 and memory 410.

Wherein, one or more of programs are stored in the memory and are configured as by one or more of Processor executes instruction, one or more of processors execute described in execute instruction so that the electronic equipment execute it is above-mentioned Transmitting advertisement information method based on geographical location, the i.e. processor 411 execute instruction so that computer equipment 41 is held Row method as shown in Figure 3 and 4 can thereby pass through the changeable weight dynamic adjustment institute for the return rate that advertising information generates State decision ensures the greatest benefit that advertisement is launched in turn in a manner of system optimal to ensure to user's advertisement information.

It should be understood that in the various embodiments of the application, size of the sequence numbers of the above procedures is not meant to execute suitable The execution sequence of the priority of sequence, each process should be determined by its function and internal logic, the implementation without coping with the embodiment of the present application Process constitutes any restriction.

Those of ordinary skill in the art may realize that lists described in conjunction with the examples disclosed in the embodiments of the present disclosure Member and algorithm steps can be realized with the combination of electronic hardware or computer software and electronic hardware.These functions are actually It is implemented in hardware or software, depends on the specific application and design constraint of technical solution.Professional technician Each specific application can be used different methods to achieve the described function, but this realization is it is not considered that exceed Scope of the present application.

It is apparent to those skilled in the art that for convenience and simplicity of description, the system of foregoing description, The specific work process of device and unit, can refer to corresponding processes in the foregoing method embodiment, and details are not described herein.

In several embodiments provided herein, it should be understood that disclosed systems, devices and methods, it can be with It realizes by another way.For example, the apparatus embodiments described above are merely exemplary, for example, the unit It divides, only a kind of division of logic function, formula that in actual implementation, there may be another division manner, such as multiple units or component It can be combined or can be integrated into another system, or some features can be ignored or not executed.Another point, it is shown or The mutual coupling, direct-coupling or communication connection discussed can be the indirect coupling by some interfaces, device or unit It closes or communicates to connect, can be electrical, machinery or other forms.

The unit illustrated as separating component may or may not be physically separated, aobvious as unit The component shown may or may not be physical unit, you can be located at a place, or may be distributed over multiple In network element.Some or all of unit therein can be selected according to the actual needs to realize the mesh of this embodiment scheme 's.

In addition, each functional unit in each embodiment of the application can be integrated in a processing unit, it can also It is that each unit physically exists alone, it can also be during two or more units be integrated in one unit.

The application provide again it is a kind of it is computer-readable write storage medium, be stored thereon with the advertising information based on geographical location The computer program of the computer program of push, the transmitting advertisement information based on geographical location is realized when being executed by processor The step of above-mentioned transmitting advertisement information method based on geographical location.

It, can be with if the function is realized in the form of SFU software functional unit and when sold or used as an independent product It is stored in a computer read/write memory medium.Based on this understanding, the technical solution of the application is substantially in other words The part of the part that contributes to existing technology or the technical solution can be expressed in the form of software products, the meter Calculation machine software product is stored in a storage medium, including some instructions are used so that a computer equipment (can be People's computer, server or network equipment etc.) execute each embodiment the method for the application all or part of step.

In embodiment provided by the present application, the computer-readable storage medium of writing may include read-only memory (ROM, Read-OnlyMemory), random access memory (RAM, RandomAccessMemory), EEPROM, CD-ROM or Other optical disk storage apparatus, disk storage device or other magnetic storage apparatus, flash memory, USB flash disk, mobile hard disk or it can be used in Store the desired program code with instruction or data structure form and can be by computer into any other Jie of line access Matter.In addition, any connection can be properly termed as computer-readable medium.For example, if instruction is using coaxial cable, light The wireless technology of fine optical cable, twisted-pair feeder, digital subscriber line (DSL) or such as infrared ray, radio and microwave etc, from net Stand, server or other remote sources send, then the coaxial cable, optical fiber cable, twisted-pair feeder, DSL or such as infrared ray, The wireless technology of radio and microwave etc is included in the definition of the medium.It is to be understood, however, that computer-readable It includes connection, carrier wave, signal or other fugitive mediums to write storage medium and data storage medium not, and is intended to be directed to Non-transitory, tangible storage medium.Disk and CD as used in application include compact disk (CD), laser-optical disk, CD, digital versatile disc (DVD), floppy disk and Blu-ray Disc, wherein disk usually magnetically replicate data, and CD is then With laser come optically replicate data.

The principles and effects of the application are only illustrated in above-described embodiment, not for limitation the application.It is any ripe Know the personage of this technology all can without prejudice to spirit herein and under the scope of, carry out modifications and changes to above-described embodiment.Cause This, those of ordinary skill in the art is complete without departing from spirit disclosed herein and institute under technological thought such as At all equivalent modifications or change, should be covered by claims hereof.

Claims

1. a kind of transmitting advertisement information method based on geographical location, which is characterized in that include the following steps：

Obtain geographical location information of at least user at current time；And

It is corresponding at least that target user based on from a dynamic decision to an at least user pushes the geographical location information The advertising information of one local entity；Wherein, the dynamic decision be described at least one local entity push at current time The changeable weight condition for the return rate that the advertising information generates is related.

2. the transmitting advertisement information method according to claim 1 based on geographical location, which is characterized in that the acquisition is extremely A user includes in the step of geographical location information at current time less：

The beacon information or IP address information for the wireless device that an at least user accessed at current time described in obtaining, and according to pre- If mapping relations obtain the beacon information or the corresponding geographical location information of IP address information；Or

The GPS information or Beidou positioning information at the current time that at least a user is submitted by an application program described in receiving are to obtain Take the geographical location information.

3. the transmitting advertisement information method according to claim 1 based on geographical location, which is characterized in that at current time Changeable weight for the return rate of the advertising information generation of described at least one local entity push is needed at current time Complete the pressure value for successfully pushing the advertising information of the local entity, the advertising information pushed at current time generates Return rate and current time push cost, the target user described in current time caused by the advertising information and can receive The pressure value of the advertising information of push and the target user described in current time passively receive the number of the advertising information Amount condition is related.

4. the transmitting advertisement information method according to claim 3 based on geographical location, which is characterized in that at current time The pressure value for needing to complete successfully to push the advertising information of the local entity needs to complete successfully to push institute at current time It states the quota of the advertising information of local entity and pushes the average transformation of the advertising information of the local entity at current time Rate condition is related.

5. the transmitting advertisement information method according to claim 3 based on geographical location, which is characterized in that at current time The target user can receive the pressure value of the advertising information of push and the target user described in current time can receive institute State limit and practical described received of the target user described in current time of the advertising information of local entity push The quantity term of the advertising information of ground entity push is related.

6. the transmitting advertisement information method according to claim 3 based on geographical location, which is characterized in that the advertisement letter The cost that breath generates include the push advertising information occupy channel resource, the network flow of consumption, consumption computer It calculates one or more in power, the electric power of equipment of consumption, advertising expenditure and equipment commission.

7. the transmitting advertisement information method according to claim 1 based on geographical location, which is characterized in that further include：

Obtain an at least user obtained while the geographical location information at current time described in an at least user at current time Channel resource；And

The geographical location letter is pushed according to the target user of the channel resource and dynamic decision into an at least user Cease the advertising information of corresponding at least one local entity.

8. the transmitting advertisement information method according to claim 7 based on geographical location, which is characterized in that the acquisition is extremely A few user includes an at least user according to described in and the nothing accessed at current time in the step of channel resource at current time The communication protocol of line equipment obtains the channel resource of user.

9. the transmitting advertisement information method according to claim 1 based on geographical location, which is characterized in that described local real Body includes industry user or businessman user.

10. the transmitting advertisement information method according to claim 1 based on geographical location, which is characterized in that the advertisement The type of information includes text advertisement information, display advertising information, speech advertising information and/or multimedia advertisement.

11. a kind of transmitting advertisement information system based on geographical location, which is characterized in that including：

Acquisition module, for obtaining an at least user in the geographical location information at current time；And

Pushing module, the target user based on a dynamic decision into an at least user push the geographical location information pair The advertising information for at least one local entity answered；Wherein, the dynamic decision be described at least one local real at current time The changeable weight condition for the return rate that the advertising information of body push generates is related.

12. the transmitting advertisement information system according to claim 11 based on geographical location, which is characterized in that the acquisition The beacon information or IP address information for the wireless device that module is accessed by an at least user described in obtaining at current time, and according to The beacon information or the corresponding geographical location information of IP address information are obtained according to preset mapping relations；Or by receiving institute GPS information or the Beidou positioning information at the current time that at least a user is submitted by an application program are stated to obtain the geography Location information.

13. the transmitting advertisement information system according to claim 11 based on geographical location, which is characterized in that when current Carve the changeable weight of the return rate generated for the advertising information of described at least one local entity push needs at current time Complete the pressure value for successfully pushing the advertising information of the local entity, the advertising information pushed at current time generates Return rate and current time push cost, the target user described in current time caused by the advertising information and can connect The pressure value and the target user described in current time for receiving the advertising information of push passively receive the advertising information Quantity term is related.

14. the transmitting advertisement information system according to claim 13 based on geographical location, which is characterized in that when current The pressure value for carving the advertising information for needing to complete successfully to push the local entity needs to complete successfully to push at current time The quota of the advertising information of the local entity and the average of advertising information that the local entity is pushed at current time turn Rate condition is related.

15. the transmitting advertisement information system according to claim 13 based on geographical location, which is characterized in that when current The pressure value for carving the advertising information that the target user can receive push can receive with the target user described in current time It is described local entity push the advertising information limit and the target user described in current time is practical receive described in The quantity term of the advertising information of local entity push is related.

16. the transmitting advertisement information system according to claim 13 based on geographical location, which is characterized in that the advertisement The cost that information generates include the push advertising information occupy channel resource, the network flow of consumption, consumption computer The calculation power, electric power of equipment of consumption, one or more in advertising expenditure and equipment commission.

17. the transmitting advertisement information system according to claim 11 based on geographical location, which is characterized in that the acquisition Module be additionally operable to obtain an at least user obtained while the geographical location information at current time described in an at least user working as The channel resource at preceding moment；And the pushing module is additionally operable to according to the channel resource and dynamic decision to described at least one Target user in user pushes the advertising information of the corresponding at least one local entity of the geographical location information.

18. the transmitting advertisement information system according to claim 17 based on geographical location, which is characterized in that the acquisition Module at least user according to described in obtains the channel resource of user with the communication protocol of the wireless device in current time access.

19. the transmitting advertisement information system according to claim 11 based on geographical location, which is characterized in that the local Entity includes industry user or businessman user.

20. the transmitting advertisement information system according to claim 11 based on geographical location, which is characterized in that the advertisement The type of information includes text advertisement information, display advertising information, speech advertising information and/or multimedia advertisement.

21. a kind of computer equipment, which is characterized in that including：

Memory, for storing program code；

One or more processors；

Wherein, the processor requires any one of 1-10 for calling the program code stored in the memory to carry out perform claim The transmitting advertisement information method based on geographical location.

22. a kind of computer readable storage medium is stored with the computer program based on geographical location advertisement information, special Sign is that the computer program, which is performed, realizes the advertising information based on geographical location described in claim any one of 1-10 Method for pushing.