CN108550055B

CN108550055B - Advertisement information pushing method and system based on geographic position

Info

Publication number: CN108550055B
Application number: CN201810338221.8A
Authority: CN
Inventors: 黄隆波
Original assignee: Cross Information Core Technology Research Institute Xi'an Co ltd
Current assignee: Cross Information Core Technology Research Institute (Xi'an) Co., Ltd.
Priority date: 2018-04-16
Filing date: 2018-04-16
Publication date: 2021-12-14
Anticipated expiration: 2038-04-16
Also published as: CN108550055A

Abstract

The application provides an advertisement information pushing method and system based on geographic position, wherein the method comprises the steps of obtaining geographic position information of at least one user at the current moment, and pushing advertisement information of at least one local entity corresponding to the geographic position information to a target user in the at least one user based on a dynamic decision; wherein the dynamic decision is related to a dynamic weighting condition of a return rate generated for the advertisement information pushed by the at least one local entity at the current moment. The decision is dynamically adjusted through the dynamic weight of the return rate generated by the advertisement information so as to ensure that the advertisement information is pushed to the user in a system optimal mode and further ensure the maximum benefit of advertisement delivery.

Description

Advertisement information pushing method and system based on geographic position

Technical Field

The present application relates to the field of data processing technologies, and in particular, to a method and a system for pushing advertisement information based on a geographic location.

Background

The rapid development of mobile communication technologies, such as smartphones and wearable devices, has enabled ubiquitous connectivity of users to communication infrastructure. Therefore, many location information-based service systems have entered into people's daily lives, such as providing users with travel or shopping services depending on location information. Thus, for example, location-based mobile advertising has also emerged due to the popularity and popularity of such technologies. In the related art, many technology companies such as Google, Facebook, etc. have been paying attention to and developing related products of location-based services. For example, Google has been continuously enhancing the location-based search functionality of Google maps; also, for example, Facebook has recently announced its hyper-local ads, a hyper-local ad platform that allows local advertising entities to attract nearby users. However, these related technologies only push advertisements to users based on the acquired user location information, and do not consider the cost possibly generated by pushing the advertisement information or the revenue brought by the advertisement information, or consider the device used by the object to be advertised or the acceptance degree of the advertisement information by the user, so that not only is the cost of advertising high, but also the benefit cannot be improved.

Disclosure of Invention

In view of the above drawbacks of the related art, the present application aims to provide a method and a system for pushing advertisement information based on geographic location, which are used for solving the problems of low efficiency of advertisement placement or pushing in the related art.

To achieve the above and other related objects, a first aspect of the present application provides a method for pushing advertisement information based on geographic location, including the steps of: acquiring the geographical position information of at least one user at the current moment; pushing advertisement information of at least one local entity corresponding to the geographic position information to a target user in the at least one user based on a dynamic decision; wherein the dynamic decision is related to a dynamic weighting condition of a return rate generated for the advertisement information pushed by the at least one local entity at the current moment.

The second aspect of the present application further provides an advertisement information pushing system based on geographic location, which includes an obtaining module and a pushing module, where the obtaining module is configured to obtain geographic location information of at least one user at a current time; the pushing module pushes the advertisement information of at least one local entity corresponding to the geographic position information to a target user in the at least one user based on a dynamic decision; wherein the dynamic decision is related to a dynamic weighting condition of a return rate generated for the advertisement information pushed by the at least one local entity at the current moment.

The third aspect of the present application also provides a computer device comprising: a memory for storing program code; one or more processors; wherein the processor is configured to call the program code stored in the memory to execute the method for pushing advertisement information based on geographical location according to the first aspect.

The fourth aspect of the present application also provides a computer-readable storage medium, which stores a computer program for pushing advertisement information based on a geographic location, and when the computer program is executed, the computer program implements the method for pushing advertisement information based on a geographic location according to the first aspect.

As described above, the advertisement information pushing method and system based on geographic location, the computer device, and the computer readable storage medium of the present application push the advertisement information of at least one local entity corresponding to the geographic location information to a target user through a dynamic decision, and during the implementation process, dynamically adjust the decision through the dynamic weight of the rate of return generated by the advertisement information to ensure that the advertisement information is pushed to the user in a system optimal manner, thereby ensuring the maximum benefit of advertisement delivery.

Drawings

Fig. 1 is a schematic diagram of a network architecture for applying the advertisement information pushing method of the present application.

Fig. 2 is a flowchart illustrating an advertisement information pushing method according to an embodiment of the present application.

Fig. 3 is a schematic diagram of an application scenario of the advertisement information pushing method of the present application.

Fig. 4 is a flowchart illustrating an advertisement information pushing method according to another embodiment of the present application.

Fig. 5 is a system block diagram of an advertisement information delivery system according to an embodiment of the present application.

Fig. 6 is a schematic structural diagram of a first embodiment of a computer device according to the present application.

Detailed Description

The following description of the embodiments of the present application is provided for illustrative purposes, and other advantages and capabilities of the present application will become apparent to those skilled in the art from the present disclosure. In the following description, reference is made to the accompanying drawings that describe several embodiments of the application. It is to be understood that other embodiments may be utilized and that compositional and operational changes may be made without departing from the spirit and scope of the present application. The following detailed description is not to be taken in a limiting sense, and the scope of embodiments of the present application is defined only by the claims of the patent of the present application. The terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of the application.

Also, as used herein, the singular forms "a", "an" and "the" are intended to include the plural forms as well, unless the context indicates otherwise. For example, in the present application, the "at least one user" includes a user and a plurality of users, or the "at least one ontology entity" includes an ontology entity and a plurality of ontology entities. It will be further understood that the terms "comprises," "comprising," "includes" and/or "including," when used in this specification, specify the presence of stated features, steps, operations, elements, components, items, species, and/or groups, but do not preclude the presence, or addition of one or more other features, steps, operations, elements, components, species, and/or groups thereof. The terms "or" and/or "as used herein are to be construed as inclusive or meaning any one or any combination.

It should be understood that the term "and/or" herein is merely one type of association relationship that describes an associated object, meaning that three relationships may exist, e.g., a and/or B may mean: a exists alone, A and B exist simultaneously, and B exists alone. In addition, the character "/" herein generally indicates that the former and latter related objects are in an "or" relationship. It should be understood that, in the embodiments of the present invention, the terms "advertisement delivery information", "advertisement push information", and "advertisement release information" are all used to describe means for pushing advertisements, and for convenience of understanding, different names are used, which may be due to different names in the industry, and the application is not limited thereto.

The application provides an advertisement information pushing method based on geographic positions, which is applied to an advertisement platform, wherein the advertisement platform can also be called an advertisement network optimization platform or a server side and is used for pushing advertisement information for a user with a mobile terminal. But not limited to this, in other application examples, the advertisement platform may also be a crowdsourcing task platform or a real-time sharing platform; in the present application, the terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of the application, so the description will be made briefly with respect to an advertising platform.

In an embodiment, the advertisement platform may be implemented by a server-side system located in a network architecture, such as the network architecture shown in fig. 1, where fig. 1 is a schematic network architecture diagram showing an application of the advertisement information pushing method of the present application.

The server 11 may be arranged on one or more entity servers according to various factors such as functions, loads, and the like. When distributed in a plurality of entity servers, the server may be composed of servers based on a cloud architecture. For example, a Cloud-based server includes a Public Cloud (Public Cloud) server and a Private Cloud (Private Cloud) server, wherein the Public or Private Cloud server includes Software-as-a-Service (SaaS), Platform-as-a-Service (PaaS), Infrastructure as a Service (IaaS), and Infrastructure as a Service (IaaS). The private cloud service end comprises an Ali cloud computing service platform, an Amazon (Amazon) cloud computing service platform, a Baidu cloud computing platform, a Tencent cloud computing platform and the like. The server 11 may also be formed by a distributed or centralized server cluster. For example, the server cluster is composed of at least one entity server. Each entity server is provided with a plurality of virtual servers, each virtual server runs at least one functional module in the advertisement delivery server, and the virtual servers are communicated with each other through a network.

The mobile terminal 21 held by the user is, for example, a portable electronic device or a wearable electronic device including, but not limited to, a smart phone, a handheld computer, a tablet computer, a smart watch, smart glasses, a media player, a Personal Digital Assistant (PDA), and the like. It should be understood that the portable electronic device described in the embodiments of the present application is only one example of an application, and that components of the device may have more or fewer components than shown, or a different configuration of components. The various components of the depicted figures may be implemented in hardware, software, or a combination of hardware and software, including one or more signal processing and/or application specific integrated circuits. In the specific embodiment of the present application, the electronic device will be described as a smart phone. The electronic device includes memory, a memory controller, one or more processors (CPUs), a peripheral interface, RF circuitry, audio circuitry, speakers, a microphone, an input/output (I/O) subsystem, a touch screen, other output or control devices, and an external port. These components communicate over one or more communication buses or signal lines.

The window for delivering the advertisement information to the mobile terminal of the user by the advertisement platform can be an application program or a browser, and the content website accessed by the browser needs to optimize the advertisement network through the advertisement platform.

In this application, the advertisement information may be a specific type of advertisement content, or may be a pushing scheme of the advertisement information, and it should be understood that when the advertisement information is a pushing scheme, the case where the advertisement information is decided to be pushed also includes the case where the advertisement information is not pushed.

When the advertisement information may be a specific type of advertisement content, the type of the advertisement information includes text advertisement information, picture advertisement information, voice advertisement information, or/and multimedia advertisement information. It should be understood that the advertisement information may also be understood as network information, and a network information form put on line by the network information platform. The network information comprises advertisement information, article information, news information, activity information, or packaged task information or real-time shared task information and the like. The advertisement information may be promotion information or commodity discount information displayed on the network platform. The article information may be information of a commodity displayed on a shopping platform, or the like. The news information can be news information searched by a search engine or news information displayed on a news information publishing platform, and the like. The activity information can be activity information promoted on the network platform, and the like, such as expropriation promotion information, selection promotion information, micro-movie or short video promotion information, and the like.

Referring to fig. 2, which is a flowchart illustrating an embodiment of the advertisement information pushing method of the present application, as shown in the figure, the advertisement information pushing method based on geographic location includes the following steps:

in step S10, obtaining geographic location information of at least one user at the current time; in an embodiment, the advertising platform obtains geographic location information of one or more users at a current time. In practical applications, when the geographic location of the user terminal may be obtained through multiple methods, for example, the advertisement platform obtains the identification information or the IP address information of the wireless device accessed by the one or more users at the current moment, and obtains the geographic location information corresponding to the identification information or the IP address information according to a preset mapping relationship.

In practical applications, for example, the advertisement platform receives GPS information or beidou positioning information of the current time submitted by the one or more users through an application program to obtain the geographic position information, where the application program is, for example, an APP that can upload the geographic position of the user, such as a grand map APP, a Baidu map APP, a popular comment APP, a Mei Tuo APP, a WeChat APP, a microblog APP, a Taobao APP, a hungry how APP, a drip APP, a shared bicycle APP such as a Mobai bicycle or an OFO bicycle, and the like.

Referring to fig. 3, which is a schematic view of an application scenario of the advertisement information pushing method of the present application, as shown in the figure, a nine-square grid is used to represent a business area, the business area is divided into 9 areas, in some areas, triangles are used to represent local entities, and circles are used to represent users entering some areas, as shown in the figure, when one or more users enter the area where one or more local entities are located, the one or more users are detected by an advertisement platform based on the geographic location information.

In step S11, pushing advertisement information of at least one local entity corresponding to the geographical location information to a target user of the at least one user based on a dynamic decision; in an embodiment, when the advertisement platform detects that one or more users enter the covered area of one local entity, the advertisement platform pushes advertisement information of one or more local entities corresponding to the geographic location information to a target user of the one or more users based on a dynamic decision (dynamic policy). The dynamic decision is related to a dynamic weight condition of a return rate generated by the advertisement information pushed by the at least one local entity at the current moment, so that the decision can be dynamically adjusted through the dynamic weight of the return rate generated by the advertisement information to ensure that the advertisement information is pushed to the user in a system optimal mode to ensure the maximum benefit of advertisement delivery.

In an embodiment, the user is a user who enters an area to which one or more local entities belong and is known by the advertisement platform to detect a geographic location of the user, and the target user is a user to whom the local entity intends to send advertisement information.

In an embodiment, the local entity comprises an industry user or a merchant user. The industry or merchant users are "online advertisers" or "internet advertisers," which refer to businesses or merchants that utilize the internet to deliver promotional or marketing messages to consumers (users). To improve advertising efficiency, online advertisers desire to display online advertisements on online spaces that potential customers are likely to access. For example, in some application scenarios, the ontology entity is a merchant residing in a large shopping center (e.g., a ten-thousand shopping square, etc.), such as a hot pot store, a women's clothing store, a coffee shop, cosmetics, a beauty shop, etc. The merchant provides goods, tangible goods such as clothing, cell phones, jewelry, cosmetics, and the like, virtual goods such as game cards, game equipment, electronic tickets, and the like, service goods such as movies, music, beauty, and the like.

In other practical application scenarios, when the local entity is an industry user, for example, an industry user in the platform website exemplified above, such as a catering industry, an apparel industry, a recreational industry, a movie/show industry, and the like, each industry includes multiple merchant users, such as different types of clothing, such as women's clothes, men's clothes, children's clothes, and the like.

In step S11, the dynamic decision is related to a dynamic weight condition of a rate of return generated for the advertisement information pushed by the at least one local entity at the current time, and the condition is expressed in an embodiment as a dynamic weight of the rate of return generated for the advertisement information pushed by the one or more local entities to one or more target users at the current time as a necessary condition for determining the dynamic decision (dynamic policy).

In one embodiment, the algorithm for implementing the dynamic decision Φ is:

wherein, beta represents the return rate generated by the advertisement information; t is represented as the current time, I_nmj(t) when the advertisement platform detects that a target user n enters an area where a local entity m belongs at time t, j type advertisement information is pushed to the target user n. W_nmjAnd (beta, t) represents the dynamic weight of the return rate generated by the advertisement information after the advertisement information of j types pushed by the local entity m is sent to the target user n at the time t. In the implementation algorithm of the dynamic decision Φ, the implementation algorithm further includes a constraint condition, that is, the advertisement platform only determines to push advertisement information of j type to a target user n or not to push advertisement information each time when detecting that the target user n enters a region to which a local entity m belongs from time t.

The return rate β is a probability that the advertisement platform pushes the advertisement information of the local entity to the target user to prompt the target user and the local entity to perform an association action, that is, a probability that the advertisement information is useful is represented. In one embodiment, for example, with β_nmj(t) represents that a target user n acquires the advertisement information j of the local entity m when entering the area to which the ontology entity m belongs at the time t, and if the target user n enters the local entity m and generates an association behavior, the association behavior can be the association behavior generated between the target user and the local entity, such as transaction acquisition or store-entering visit, and the like. In a practical scenario, the conditions affecting the rate of return may relate to the brand of the local entity, the advertising system (e.g. advertiser), the target user's preferences, in addition to the delivery of the advertising information and its type.

The association behavior between the target user and the local entity can be obtained by feedback to the advertisement platform based on the local entity or the target user, and the conversion rate of the advertisement information refers to the probability that the target user considers the advertisement information to be useful under the advertisement push scheme. The useful data refers to that the target user and the local entity have associated behaviors, for example, the target user reads by clicking information in the advertisement or performs feedback operations such as reservation or purchase based on the advertisement information, or the local entity uploads transaction data or customer visit data to the advertisement platform.

In an embodiment, the dynamic weight of the rate of return generated by pushing the advertisement information of the at least one local entity at the current time is related to a pressure value at which the advertisement information of the local entity needs to be successfully pushed at the current time, the rate of return generated by pushing the advertisement information at the current time, a cost generated by pushing the advertisement information at the current time, a pressure value at which the target user can receive the pushed advertisement information at the current time, and a quantity condition at which the target user passively receives the advertisement information at the current time.

The condition correlation in one embodiment represents a pressure value required to complete successful pushing of the advertisement information of the local entity at the current time, a return rate generated by the advertisement information pushed at the current time, a cost generated by pushing the advertisement information at the current time, a pressure value at which the target user can receive the pushed advertisement information at the current time, and a quantity condition at which the target user passively receives the advertisement information at the current time as a necessary condition for determining a dynamic weight of the return rate generated by pushing the advertisement information of the at least one local entity at the current time.

In one embodiment, the algorithm for implementing the dynamic weight W is:

wherein h is_m(t) is expressed as a pressure value at which the local entity m needs to complete the successful pushing of the advertisement information at the current time t, and the pressure value can also be expressed as urgency or an urgency degree; the successful pushing is that the advertisement platform pushes the advertisement information of the local entity m to the target user n at the current moment t so as to promote the target user n and the local entity m to have associated behaviors.

β_nmj(t) the advertisement platform detects that the target user n enters the ontology entity m at the current moment tThe return rate generated by the advertisement information j pushed to the target user n in the area of (1); p_nmj(t) represents the cost generated by the advertisement platform when detecting that the target user n enters the region to which the body entity m belongs and the advertisement information j pushed to the target user n at the moment t, and belongs to the preset system parameter.

q_n(t) is expressed as a pressure value at which the target user n can receive the pushed advertisement information at the current time t, that is, a pressure value at which the target user n can receive the quota of the pushed advertisement information at the current time t, and the pressure value may also be expressed as urgency or a degree of urgency.

A_nm(t) represents the situation that the target user n enters the region where the ontology entity m belongs to actively collect or match the ontology entity m at the current moment t, A_nm(t) takes the value of 1 or 0, i.e. when A takes on_nm(t) when the value is 0, the target user n enters the region where the body entity m belongs at the moment t and does not actively collect or match the body entity m, and when A is in the state_nmWhen the value of (t) is 1, the situation that the target user n enters the area where the body entity m belongs at the moment t to actively collect or match the body entity m is represented, namely, the limit that the target user n can receive the pushed advertisement information is not occupied.

In an embodiment, the cost generated by the advertisement platform detecting that one or more target users push the advertisement information to one or more target users in the area to which the ontology entity belongs at the moment is, for example, channel resources occupied by pushing the advertisement information, broadband resources, consumed network traffic, consumed computing power of a computer, consumed equipment power, advertisement expense, equipment commission and the like.

In one embodiment, the algorithm to implement the cost is:

wherein, I_nmj(t) indicating that the advertisement platform detects that a target user n enters the area of a local entity m at the current moment tWhen the target user n is in the current state, pushing j type advertisement information to the target user n; p_nmj(t) represents the cost generated by the advertisement platform when detecting that the target user n enters the area to which the ontology entity m belongs at the current moment t, and the advertisement information j is pushed to the target user n. In an embodiment, cost may be represented by the following equation:

where τ is a continuous or discontinuous time sequence.

In an embodiment, the pressure value at which the advertisement information of the local entity needs to be successfully pushed at the current time is related to a quota for the advertisement information of the local entity needs to be successfully pushed at the current time and an average conversion rate condition of the advertisement information of the local entity needing to be pushed at the current time. The condition correlation is expressed in an embodiment as a quota for completing the successful pushing of the advertisement information of the local entity at the current time and an average conversion rate of the advertisement information pushed by the local entity at the current time as necessary conditions for determining a pressure value for completing the successful pushing of the advertisement information of the local entity at the current time. Specifically, the pressure value required to complete the successful pushing of the advertisement information of the local entity at the current time may also be expressed as urgency or degree of urgency.

In an embodiment, an implementation algorithm of the pressure value h required to complete successful pushing of the advertisement information of the local entity at the current time is as follows:

wherein h is_m(t) a pressure value indicating that the advertisement platform needs to finish successfully pushing (matching) the advertisement information of the local entity m at the current moment t; gamma ray_m(t) quota of advertisement information for realizing benefit conversion distributed to local entity m by advertisement platform at time t, r_m(t) represents the conversion rate of the generation of the advertisement information pushed for the time t. Wherein, γ_m(t)∈[0，r_max]Is an auxiliary variable.

In an embodiment, the pressure value at which the target user can receive the pushed advertisement information at the current time is related to a limit amount at which the target user can receive the advertisement information pushed by the local entity at the current time and a condition of the amount of the advertisement information pushed by the local entity actually received by the target user at the current time, where the condition is expressed in an embodiment as a limit amount at which the target user can receive the advertisement information pushed by the local entity at the current time and the amount of the advertisement information pushed by the local entity actually received by the target user at the current time as a necessary condition for determining the pressure value at which the target user can receive the pushed advertisement information at the current time.

In one embodiment, the implementation algorithm of the pressure value q at which the target user can receive the pushed advertisement information at the current time is as follows:

wherein q is_n(t) is expressed as a pressure value which can receive the pushed advertisement information at the current moment of the target user, and the pressure value can also be expressed as urgency or urgency degree; d_n(t) is expressed as a quota that target user n has actually received the pushed advertisement information at current time t, which may also be a quantity; the actually received and pushed advertisement information refers to the advertisement information pushed by the target user passively receiving the advertisement platform, and does not include the advertisement information actively initiated or actively collected by the target user. c. C_nRepresenting a limit for the total number of targeted users n that can receive the advertising information.

In the examples, d_nThe implementation algorithm of (t) is as follows:

wherein d is_nCan be obtained by the following formula:

where τ is a continuous or discontinuous time sequence.

In an actual application scene, for example, a certain shopping center is resident with a plurality of local entities, for example, the local entities are clothing, catering and movies respectively, in a certain period, the advertising platform needs to increase the turnover of the movie local entity, the policy of the movie local entity is inclined when the initial weight is allocated, and a larger preset weight is allocated to the movie local entity, so that the movie local entity can push advertising information to target users when entering the geographic position of the area to which the movie local entity belongs, the target users have a larger probability to consume in the movie local entity, and further, other browsing users browsing the movie local entity are influenced by the commenting users to increase the operation benefit of the movie local entity.

In the embodiment, the preset weight may be considered as an initial weight, in other words, the preset weight is performed according to the actual situation of each local entity in the initial stage, for example, in a plurality of local entities m₁、m₂、m₃In case of local entity m, if desired₁Assign more weight, local entity m₂、m₃Less weight is assigned, e.g. to local entity m₁Is set to 0.8, local entity m₂、m₃Are set to 0.1, respectively.

The preset weight U is a utility function_mThe implementation can be performed by the following algorithm in the embodiment:

wherein is U_totAs a system optimization function, r_mAverage conversion rate generated by pushing advertisement information of local entity m for advertisement platform, wherein the average conversion rate r_mCan be obtainedTo be obtained by the following algorithm:

where τ is a continuous or discontinuous time sequence.

In an embodiment, in order to ensure that the return rate generated by the advertisement platform for the advertisement information pushed by the local entity is large enough, that is, more successful matches can be obtained as far as possible, that is, the promotion information is sent to the target user and the benefit is brought, so that the cost of subtracting the consumption from the obtained benefit is the maximum, the method of the present application further adopts an optimal scheme of matching based on the geographic location, that is, the method is implemented by the following algorithm:

the constraint condition is to ensure that the quantity of the advertisement information pushed to the target user n does not exceed the limit of the total receiving capacity of the target user n when the advertisement information is pushed to the target user n.

The advertisement information pushing method based on the geographic position pushes the advertisement information of at least one local entity corresponding to the geographic position information to a target user through a dynamic decision, and dynamically adjusts the decision through the dynamic weight of the return rate generated by the advertisement information in the implementation process so as to ensure that the advertisement information is pushed to the user in a system optimal mode and further ensure the maximum benefit of advertisement putting.

Referring to fig. 4, which is a flowchart illustrating an advertisement information pushing method according to another embodiment of the present application, as shown in the figure, the advertisement information pushing method based on geographic location includes the following steps:

in step S10', acquiring the geographical location information of at least one user at the current time and acquiring the channel resource of the at least one user at the current time; in an embodiment, the advertisement platform acquires the geographical location information of one or more users at the current time and also acquires the channel resources of one or more users at the current time. In an embodiment, the channel resources of the user are obtained, for example, according to a communication protocol of the user and the wireless device accessed at the current time. In practical applications, for example, when a user enters an area to which a local entity belongs, a mobile communication network or an internet wireless network is used to access wireless devices such as a base station, a router, a wireless hotspot, etc., and the advertisement platform obtains the identification number of the wireless devices or obtains a communication protocol of the user based on a push window thereof, so as to decide to push advertisement types suitable for channel resources of the user, such as text advertisements, picture advertisements, voice advertisements, and/or multimedia advertisements, etc., to the user.

In practical applications, the wireless communication protocol is, for example, a ZigBee protocol, a Bluetooth (Bluetooth) communication protocol, a WLAN protocol (including (802.11b, 802.11a, 802.11G), a WAP protocol, a Cellular Network (Cellular Network) protocol, such as 2G/3G/4G/5G, and the like.

In step S11', advertisement information of at least one local entity corresponding to the geographical location information is pushed to a target user of the at least one user according to the channel resources and the dynamic decision. In an embodiment, when the advertisement platform detects that one or more users enter a coverage area of a local entity, the advertisement platform pushes advertisement information of the one or more local entities corresponding to the geographic location information to a target user of the one or more users based on the channel resources and a dynamic decision (dynamic policy). The dynamic decision is related to a dynamic weight condition of a return rate generated by the advertisement information pushed by the at least one local entity at the current moment, so that the decision can be dynamically adjusted through the dynamic weight of the return rate generated by the advertisement information to ensure that the advertisement information is pushed to the user in a system optimal mode to ensure the maximum benefit of advertisement delivery.

Referring to fig. 5, which is a system block diagram of an embodiment of the advertisement information delivery system of the present application, as shown in the figure, the advertisement information delivery system 31 based on geographic location includes an obtaining module 310 and a delivering module 311. In an embodiment, the advertisement information pushing system 31 may be an advertisement platform, which may also be referred to as an advertisement network optimization platform or a server, and is configured to push advertisement information for a user holding a mobile terminal. But not limited to this, in other application examples, the advertisement platform may also be a crowdsourcing task platform or a real-time sharing platform; in the present application, the terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of the application, so the description will be made briefly with respect to an advertising platform.

The obtaining module 310 is configured to obtain geographic location information of at least one user at a current time. In an embodiment, the obtaining module 310 obtains the geographic location information of one or more users at the current time. In practical applications, when the geographical location of the user terminal may be obtained through a plurality of methods, for example, the obtaining module 310 obtains the identification information or the IP address information of the wireless device accessed by the one or more users at the current moment, and obtains the geographical location information corresponding to the identification information or the IP address information according to a preset mapping relationship.

In practical applications, for example, the obtaining module 310 receives GPS information or beidou positioning information of the current time submitted by the one or more users through an application program to obtain the geographic position information, where the application program is, for example, an APP that can upload the geographic position of the user, such as a grand map APP, a Baidu map APP, a popular comment APP, a Mei Tuo APP, a WeChat APP, a microblog APP, a Taobao APP, a hungry how APP, a dripping APP, a shared bicycle APP such as a Mobai bicycle or a OFO bicycle, and the like.

Referring to fig. 3, which is a schematic diagram of an application scenario, as shown in the figure, a squared figure represents a business area, the business area is divided into 9 areas, in some areas, triangles represent local entities, and circles represent users entering some areas, as shown in the figure, when one or more users enter the area where one or more local entities are located, the advertisement platform detects the users based on the geographic location information.

In some embodiments, the obtaining module 310 may be implemented by software or hardware, and the obtaining module 310 may also be disposed in a processor, for example, each obtaining module 310 may be a software program disposed in a computer or a mobile intelligent device, or may be a separately configured hardware device.

The pushing module 311 pushes the advertisement information of the at least one local entity corresponding to the geographic location information to a target user of the at least one user based on a dynamic decision; wherein the dynamic decision is related to a dynamic weighting condition of a return rate generated for the advertisement information pushed by the at least one local entity at the current moment.

In an embodiment, when the obtaining module 310 detects that one or more users enter a coverage area of a local entity, the pushing module 311 pushes advertisement information of one or more local entities corresponding to the geographic location information to a target user of the one or more users based on a dynamic decision (dynamic policy). The dynamic decision is related to a dynamic weight condition of a return rate generated by the advertisement information pushed by the at least one local entity at the current moment, so that the decision can be dynamically adjusted through the dynamic weight of the return rate generated by the advertisement information to ensure that the advertisement information is pushed to the user in a system optimal mode to ensure the maximum benefit of advertisement delivery.

In an embodiment, the user is a user who enters an area where one or more local entities belong and is known by the obtaining module 310 to detect the geographic location of the user, and the target user is a user to whom the local entity intends to send advertisement information.

The dynamic decision is related to a dynamic weight condition of a return rate generated for the advertisement information pushed by the at least one local entity at the current time, and the condition is related to a dynamic weight expressed in an embodiment as a necessary condition for determining the dynamic decision (dynamic policy) of the return rate generated for the advertisement information pushed by the one or more local entities to one or more target users at the current time.

In one embodiment, the algorithm for implementing the dynamic decision Φ is:

wherein, beta represents the return rate generated by the advertisement information; t is represented as the current time, I_nmj(t) indicates that when the advertisement information pushing system 31 detects that a target user n enters the area of a local entity m at time t, it pushes a j type of advertisement information to the target user n. W_nmjAnd (beta, t) represents the dynamic weight of the return rate generated by the advertisement information after the advertisement information of j types pushed by the local entity m is sent to the target user n at the time t. In the algorithm for implementing the dynamic decision Φ, the method further includes a constraint condition that the advertisement information push system 31 only determines to push the advertisement information of j type to the target user n or not to push the advertisement information each time when detecting that the target user n enters the area to which the local entity m belongs at time t.

The returnThe report rate β is a probability that the advertisement information push system 31 pushes the advertisement information of the local entity to the target user to prompt the target user to perform an association action with the local entity, i.e., a probability that the advertisement information is useful. In one embodiment, for example, with β_nmj(t) represents that a target user n acquires the advertisement information j of the local entity m when entering the area to which the ontology entity m belongs at the time t, and if the target user n enters the local entity m and generates an association behavior, the association behavior can be the association behavior generated between the target user and the local entity, such as transaction acquisition or store-entering visit, and the like. In a practical scenario, the conditions affecting the rate of return may relate to the brand of the local entity, the advertising system (e.g. advertiser), the target user's preferences, in addition to the delivery of the advertising information and its type.

The association behavior between the target user and the local entity may be obtained by performing feedback to the advertisement information pushing system 31 based on the local entity or the target user, and the conversion rate of the advertisement information refers to a probability that the target user considers the advertisement information to be useful under the advertisement pushing scheme. The useful data refers to that the target user and the local entity have associated behaviors, for example, the target user has read by clicking the information in the advertisement or has performed feedback operations such as booking or purchasing based on the advertisement information, or the local entity has uploaded transaction data or customer visit data to the advertisement information push system 31.

In one embodiment, the algorithm for implementing the dynamic weight W is:

wherein h is_m(t) is expressed as a pressure value at which the local entity m needs to complete the successful pushing of the advertisement information at the current time t, and the pressure value can also be expressed as urgency or an urgency degree; the successful pushing is that the advertisement information pushing system 31 pushes the advertisement information of the local entity m to the target user n at the current time t to prompt the target user n and the local entity m to have an associated behavior.

β_nmj(t) represents a return rate generated by the advertisement information j pushed to the target user n when the advertisement information pushing system 31 detects that the target user n enters the region to which the ontology entity m belongs at the current moment t; p_nmj(t) represents the cost generated by the advertisement information pushing system 31 when detecting that the target user n enters the area to which the ontology entity m belongs and the advertisement information j pushed to the target user n, and belongs to the preset system parameter.

A_nm(t) indicates to which the target user n enters the ontology entity m at the current time tThe area actively goes to collect or match the situation of the ontology entity m, A_nm(t) takes the value of 1 or 0, i.e. when A takes on_nm(t) when the value is 0, the target user n enters the region where the body entity m belongs at the moment t and does not actively collect or match the body entity m, and when A is in the state_nmWhen the value of (t) is 1, the situation that the target user n enters the area where the body entity m belongs at the moment t to actively collect or match the body entity m is represented, namely, the limit that the target user n can receive the pushed advertisement information is not occupied.

In an embodiment, the cost of the advertisement information pushed to one or more target users by the advertisement information pushing system 31 when detecting that one or more target users enter the area to which an ontology entity belongs at any time is, for example, channel resources occupied by pushing the advertisement information, broadband resources, consumed network traffic, consumed computer power, consumed device power, advertisement fee, device commission, and the like.

In one embodiment, the algorithm to implement the cost is:

wherein, I_nmj(t) it is shown that when the advertisement information pushing system 31 detects that a target user n enters the area of a local entity m at the current time t, j types of advertisement information are pushed to the target user n; p_nmj(t) represents the cost generated by the advertisement information pushing system 31 when detecting that the target user n enters the area to which the ontology entity m belongs, and the advertisement information j is pushed to the target user n. In an embodiment, cost may be represented by the following equation:

where τ is a continuous or discontinuous time sequence.

wherein h is_m(t) a pressure value indicating that the advertisement information push system 31 needs to complete successful push (match) of the advertisement information of the local entity m at the current time t; gamma ray_m(t) a quota of advertisement information for realizing benefit conversion, r, allocated to the local entity m by the advertisement information delivery system 31 at time t_m(t) represents the conversion rate of the generation of the advertisement information pushed for the time t. Wherein, γ_m(t)∈[0，r_max]Is an auxiliary variable.

wherein q is_n(t) is expressed as a pressure value which can receive the pushed advertisement information at the current moment of the target user, and the pressure value can also be expressed as urgency or urgency degree; d_n(t) is expressed as a quota that target user n has actually received the pushed advertisement information at current time t, which may also be a quantity; the actually received and pushed advertisement information refers to the advertisement information pushed by the target user passively receiving advertisement information pushing system 31, and does not include the advertisement information actively initiated or actively collected by the target user. c. C_nRepresenting a limit for the total number of targeted users n that can receive the advertising information.

In the examples, d_nThe implementation algorithm of (t) is as follows:

wherein d is_nCan be obtained by the following formula:

where τ is a continuous or discontinuous time sequence.

In an actual application scene, for example, a certain shopping center is populated with a plurality of local entities, for example, the local entities are clothing, food and beverage, and movies, respectively, and in a certain period of time, the advertisement information push system 31 needs to increase the turnover of the movie local entity, and then, when the initial weight is assigned, the policy is inclined to the movie local entity, and a larger preset weight is assigned to the movie local entity, so that the movie local entity can push advertisement information to target users when entering the geographical location of the area to which the movie local entity belongs, so that the target users have a larger probability of consuming the movie local entity, and further, other browsing users browsing the movie local entity are influenced by the commenting users to improve the operation benefit of the movie local entity.

wherein is U_totAs a system optimization function, r_mAverage conversion rate generated by pushing the advertisement information of the local entity m for the advertisement information pushing system 31, the average conversion rate r_mThe acquisition of (c) can be found by the following algorithm:

where τ is a continuous or discontinuous time sequence.

In an embodiment, in order to ensure that the return rate generated by the advertisement information pushing system 31 for the advertisement information pushed by the local entity is large enough, that is, more successful matches can be obtained as far as possible, that is, the promotion information is sent to the target user and the benefit is brought, so that the cost of subtracting the consumption from the obtained benefit is the maximum, the method of the present application further adopts an optimal scheme of matching based on the geographic location, that is, the method is implemented by the following algorithm:

In another embodiment, the obtaining module 310 is further configured to obtain the geographical location information of at least one user at the current time, and obtain the channel resource of the at least one user at the current time; the obtaining module 310 obtains the channel resource of the user according to the communication protocol between the at least one user and the wireless device accessed at the current moment. In practical applications, for example, when a user enters an area to which a local entity belongs, a mobile communication network or an internet wireless network is used to access wireless devices such as a base station, a router, a wireless hotspot, etc., and the advertisement platform obtains the identification number of the wireless devices or obtains a communication protocol of the user based on a push window thereof, so as to decide to push advertisement types suitable for channel resources of the user, such as text advertisements, picture advertisements, voice advertisements, and/or multimedia advertisements, etc., to the user.

The pushing module 311 is further configured to push advertisement information of at least one local entity corresponding to the geographic location information to a target user of the at least one user according to the channel resource and the dynamic decision.

In an embodiment, when the advertisement platform detects that one or more users enter a coverage area of a local entity, the advertisement platform pushes advertisement information of the one or more local entities corresponding to the geographic location information to a target user of the one or more users based on the channel resources and a dynamic decision (dynamic policy). The dynamic decision is related to a dynamic weight condition of a return rate generated by the advertisement information pushed by the at least one local entity at the current moment, so that the decision can be dynamically adjusted through the dynamic weight of the return rate generated by the advertisement information to ensure that the advertisement information is pushed to the user in a system optimal mode to ensure the maximum benefit of advertisement delivery.

Please refer to fig. 6, which is a schematic structural diagram of a computer apparatus according to a first embodiment of the present application. As shown in the figure, the computer device 41 provided in this embodiment mainly includes a memory 410, one or more processors 411, and one or more programs stored in the memory 410, wherein the memory 410 stores execution instructions, and when the computer device 41 runs, the processor 411 and the memory 410 communicate with each other.

Wherein the one or more programs are stored in the memory and configured to be executed by the one or more processors, the execution of the instructions by the one or more processors causes the electronic device to perform the geographical location based advertisement information pushing method described above, that is, the execution of the instructions by the processor 411 causes the computer device 41 to perform the method as shown in fig. 3 and 4, whereby the decision can be dynamically adjusted by the dynamic weighting of the rate of return generated by the advertisement information to ensure that the advertisement information is pushed to the user in a system-optimal manner to ensure maximum benefit of advertisement delivery.

It should be understood that, in the various embodiments of the present application, the sequence numbers of the above-mentioned processes do not mean the execution sequence, and the execution sequence of each process should be determined by its function and inherent logic, and should not constitute any limitation to the implementation process of the embodiments of the present application.

Those of ordinary skill in the art will appreciate that the various illustrative elements and algorithm steps described in connection with the embodiments disclosed herein may be implemented as electronic hardware or combinations of computer software and electronic hardware. Whether such functionality is implemented as hardware or software depends upon the particular application and design constraints imposed on the implementation. Skilled artisans may implement the described functionality in varying ways for each particular application, but such implementation decisions should not be interpreted as causing a departure from the scope of the present application.

It is clear to those skilled in the art that, for convenience and brevity of description, the specific working processes of the above-described systems, apparatuses and units may refer to the corresponding processes in the foregoing method embodiments, and are not described herein again.

In the several embodiments provided in the present application, it should be understood that the disclosed system, apparatus and method may be implemented in other ways. For example, the above-described apparatus embodiments are merely illustrative, and for example, the division of the units is only one logical division, and other divisions may be realized in practice, for example, a plurality of units or components may be combined or integrated into another system, or some features may be omitted, or not executed. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection through some interfaces, devices or units, and may be in an electrical, mechanical or other form.

The units described as separate parts may or may not be physically separate, and parts displayed as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.

In addition, functional units in the embodiments of the present application may be integrated into one processing unit, or each unit may exist alone physically, or two or more units are integrated into one unit.

The present application further provides a computer readable storage medium, on which a computer program for geographical location based advertisement information push is stored, which, when being executed by a processor, implements the steps of the geographical location based advertisement information push method described above.

The functions, if implemented in the form of software functional units and sold or used as a stand-alone product, may be stored in a computer readable storage medium. Based on such understanding, the technical solution of the present application or portions thereof that substantially contribute to the prior art may be embodied in the form of a software product stored in a storage medium and including instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the steps of the method according to the embodiments of the present application.

In the embodiments provided herein, the computer-readable and writable storage medium may include Read-only memory (ROM), random-access memory (RAM), EEPROM, CD-ROM or other optical disk storage, magnetic disk storage or other magnetic storage devices, flash memory, a usb disk, a removable hard disk, or any other medium that can be used to store desired program code in the form of instructions or data structures and that can be accessed by a computer. Also, any connection is properly termed a computer-readable medium. For example, if the instructions are transmitted from a website, server, or other remote source using a coaxial cable, fiber optic cable, twisted pair, Digital Subscriber Line (DSL), or wireless technologies such as infrared, radio, and microwave, then the coaxial cable, fiber optic cable, twisted pair, DSL, or wireless technologies such as infrared, radio, and microwave are included in the definition of medium. It should be understood, however, that computer-readable-writable storage media and data storage media do not include connections, carrier waves, signals, or other transitory media, but are intended to be non-transitory, tangible storage media. Disk and disc, as used in this application, includes Compact Disc (CD), laser disc, optical disc, Digital Versatile Disc (DVD), floppy disk and blu-ray disc where disks usually reproduce data magnetically, while discs reproduce data optically with lasers.

The above embodiments are merely illustrative of the principles and utilities of the present application and are not intended to limit the application. Any person skilled in the art can modify or change the above-described embodiments without departing from the spirit and scope of the present application. Accordingly, it is intended that all equivalent modifications or changes which can be made by those skilled in the art without departing from the spirit and technical concepts disclosed in the present application shall be covered by the claims of the present application.

Claims

1. A geographical position-based advertisement information pushing method is characterized by comprising the following steps:

acquiring the geographical position information of at least one user at the current moment and acquiring the channel resource of the at least one user at the current moment; and

pushing advertisement information of at least one local entity corresponding to the geographical location information to a target user of the at least one user according to the channel resource and a dynamic decision;

wherein the dynamic decision is related to a dynamic weighting condition of a return rate generated for the advertisement information pushed by the at least one local entity at the current moment;

the dynamic weight is related to a pressure value of advertisement information needing to be successfully pushed to the local entity at the current moment, a return rate of the advertisement information pushed at the current moment, a cost of the advertisement information pushed at the current moment, a pressure value of the advertisement information which can be received and pushed by the target user at the current moment, and a quantity condition of passively receiving the advertisement information by the target user at the current moment;

the pressure value of the advertisement information needing to finish successfully pushing the local entity at the current moment is related to the quota of the advertisement information needing to finish successfully pushing the local entity at the current moment and the average conversion rate condition of the advertisement information needing to finish successfully pushing the local entity at the current moment;

the pressure value of the advertisement information pushed by the local entity which can be received by the target user at the current moment is related to the quota of the advertisement information pushed by the local entity which can be received by the target user at the current moment and the quantity condition of the advertisement information pushed by the local entity which is actually received by the target user at the current moment.

2. The method for pushing advertisement information based on geographical location according to claim 1, wherein the step of obtaining geographical location information of at least one user at the current time comprises:

acquiring marking information or IP address information of wireless equipment accessed by the at least one user at the current moment, and acquiring geographic position information corresponding to the marking information or the IP address information according to a preset mapping relation; or

And receiving the GPS information or Beidou positioning information at the current moment submitted by the at least one user through an application program to acquire the geographical position information.

3. The geographical location based advertisement information pushing method of claim 1, wherein the cost of the advertisement information generation comprises one or more of channel resources occupied by pushing the advertisement information, consumed network traffic, consumed computing power of a computer, consumed equipment power, advertisement fees, and equipment commissions.

4. The method of claim 1, wherein the step of obtaining the channel resources of the at least one user at the current time comprises obtaining the channel resources of the user according to a communication protocol between the at least one user and a wireless device accessed at the current time.

5. The geographic location based advertising information pushing method of claim 1, wherein the local entity comprises an industry user or a merchant user.

6. The geographical location based advertisement information pushing method according to claim 1, wherein the type of the advertisement information comprises text advertisement information, picture advertisement information, voice advertisement information, or/and multimedia advertisement information.

7. An advertisement information pushing system based on geographic position, comprising:

the acquisition module is used for acquiring the geographical position information of at least one user at the current moment and acquiring the channel resource of the at least one user at the current moment; and

the pushing module is used for pushing the advertisement information of at least one local entity corresponding to the geographic position information to a target user in the at least one user according to the channel resources and a dynamic decision;

8. The system according to claim 7, wherein the obtaining module obtains the geographic location information corresponding to the indication information or the IP address information by obtaining the indication information or the IP address information of the wireless device accessed by the at least one user at the current time and according to a preset mapping relationship; or the geographic position information is acquired by receiving the GPS information or Beidou positioning information of the current moment submitted by the at least one user through an application program.

9. The geographic location based advertising information delivery system of claim 7, wherein the cost of the advertising information generation comprises one or more of channel resources occupied by the delivery of the advertising information, consumed network traffic, consumed computing power of the computer, consumed device power, advertising costs, and device commissions.

10. The geographic location based advertisement information pushing system of claim 7, wherein the obtaining module obtains the channel resource of the user according to a communication protocol of the at least one user and the wireless device accessed at the current time.

11. The geographic location based advertising information push system of claim 7, wherein the local entity comprises an industry user or a merchant user.

12. The geographical location based advertisement information pushing system of claim 7, wherein the type of advertisement information comprises text advertisement information, picture advertisement information, voice advertisement information, or/and multimedia advertisement information.

13. A computer device, comprising:

a memory for storing program code;

one or more processors;

wherein the processor is configured to invoke the program code stored in the memory to execute the geographic location based advertising information pushing method of any of claims 1-6.

14. A computer-readable storage medium storing a computer program for pushing advertisement information based on geographical location, wherein the computer program is configured to implement the method for pushing advertisement information based on geographical location according to any one of claims 1 to 6 when executed.