CN108710656B - Content pushing method and device - Google Patents
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- CN108710656B CN108710656B CN201810444513.XA CN201810444513A CN108710656B CN 108710656 B CN108710656 B CN 108710656B CN 201810444513 A CN201810444513 A CN 201810444513A CN 108710656 B CN108710656 B CN 108710656B
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
- H04L67/00—Network arrangements or protocols for supporting network services or applications
- H04L67/50—Network services
- H04L67/55—Push-based network services
Abstract
The application provides a content recommendation method and a content recommendation device, wherein the method comprises the following steps: acquiring content to be pushed, and determining the category of the content to be pushed; acquiring the click rate of a user to each display position in a history display page, wherein the display content in each display position belongs to the determined category; and determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position.
Description
Technical Field
The present application relates to the field of communications technologies, and in particular, to a content push method and apparatus.
Background
Currently, when an advertisement is delivered, order information of a user is generally stored through a database, the order information is pushed to a message queue with pushing function, fan of the user is obtained to serve as an advertisement audience set corresponding to the advertisement information, a native information flow advertisement is delivered to the top position of an information flow according to reordering of the information flow, influence is expanded by utilizing fan resources of other people, but attention of different people to content at different positions in the information flow is different, and when the advertisement is pushed, the advertisement preferred by the user cannot be pushed to the proper position.
Disclosure of Invention
In view of the above, an object of the present application is to provide a content recommendation method and apparatus, which are used to solve the problem in the prior art that a location of a pushed advertisement is unreasonable.
In a first aspect, an embodiment of the present application provides a content pushing method, where the method includes:
acquiring content to be pushed, and determining the category of the content to be pushed;
acquiring the click rate of a user to each display position in a history display page, wherein the display content in each display position belongs to the determined category;
and determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position.
Optionally, the obtaining of the click rate of the user to each display position in the history display page includes:
counting the first total clicks of the user on the display position in each historical display page for the same display position of the display page;
counting the second total clicks of the user on each display position in each history display page;
and calculating the ratio of the first total number of clicks to the second total number of clicks to obtain the click rate of the display position.
Optionally, the determining, based on the click-through rate of each display position, a display position of the content to be pushed in the display page of the user includes:
and acquiring a display position corresponding to the highest click rate, and displaying the content to be pushed at the display position corresponding to the highest click rate.
Optionally, the obtaining of the click rate of the user to each display position in the history display page includes:
and sequentially calculating the click rate of the user at the display position in each historical display page for the same display position of the display page in a preset time period to form a click rate curve of the display position.
Optionally, the determining, based on the click-through rate of each display position, a display position of the content to be pushed in the display page of the user includes:
calculating the slope of the click rate curve of each display position in the preset time period;
and acquiring a display position corresponding to the highest slope, and displaying the content to be pushed at the display position corresponding to the highest slope.
Optionally, the method further comprises:
determining a content tag of the content to be pushed based on the description information of the content to be pushed;
searching for negative influence content corresponding to the determined content tag in display content of a display page;
if the negative influence content is found, calculating the pushing distance between the content to be pushed and the negative influence content, and pushing the content to be pushed at the distance from the negative influence content.
Optionally, the method further comprises:
acquiring the priority of the content to be pushed;
determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position, including:
inquiring a mapping relation between preset priority and click rate sequencing, determining click rate sequencing of the priority mapping of the content to be pushed, and displaying the content to be pushed at a display position corresponding to the click rate sequencing of the mapping.
In a second aspect, an embodiment of the present application provides a content pushing apparatus, including:
the first determining module is used for acquiring the content to be pushed and determining the category of the content to be pushed;
the acquisition module is used for acquiring the click rate of the user to each display position in the historical display page, and the display content in each display position belongs to the determined category;
and the second determining module is used for determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position.
Optionally, the obtaining module is specifically configured to:
counting the first total clicks of the user on the display position in each historical display page for the same display position of the display page;
counting the second total clicks of the user on each display position in each history display page;
and calculating the ratio of the first total number of clicks to the second total number of clicks to obtain the click rate of the display position.
In a third aspect, an embodiment of the present application provides a computer device including a memory, a processor, and a computer program stored on the memory and executable on the processor, where the processor implements the steps of the method when executing the computer program.
According to the content recommendation method provided by the embodiment of the application, the category of the content to be pushed is determined by acquiring the content to be pushed; the method comprises the steps of obtaining the click rate of a user to each display position in a history display page, and determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position. Therefore, the content to be pushed can be displayed at a proper display position, and the user experience is improved.
In order to make the aforementioned objects, features and advantages of the present application more comprehensible, preferred embodiments accompanied with figures are described in detail below.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are required to be used in the embodiments will be briefly described below, it should be understood that the following drawings only illustrate some embodiments of the present application and therefore should not be considered as limiting the scope, and for those skilled in the art, other related drawings can be obtained from the drawings without inventive effort.
Fig. 1 is a first flowchart of a content push method according to an embodiment of the present application;
fig. 2 is a second flowchart of a content push method according to an embodiment of the present application;
fig. 3 is a schematic structural diagram of a content pushing apparatus according to an embodiment of the present application;
fig. 4 is a schematic structural diagram of a computer device 400 according to an embodiment of the present application.
Detailed Description
In order to make the objects, technical solutions and advantages of the embodiments of the present application clearer, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are only a part of the embodiments of the present application, and not all the embodiments. The components of the embodiments of the present application, generally described and illustrated in the figures herein, can be arranged and designed in a wide variety of different configurations. Thus, the following detailed description of the embodiments of the present application, presented in the accompanying drawings, is not intended to limit the scope of the claimed application, but is merely representative of selected embodiments of the application. All other embodiments, which can be derived by a person skilled in the art from the embodiments of the present application without making any creative effort, shall fall within the protection scope of the present application.
An embodiment of the present application provides a content push method, as shown in fig. 1, the method includes the following steps:
s101, acquiring a content to be pushed, and determining the category of the content to be pushed;
here, the content to be pushed may be video, text, pictures, etc., and the category of the content to be pushed may be advertisement, news, etc.
S102, acquiring the click rate of a user to each display position in a history display page, wherein the display content in each display position belongs to the determined category;
here, the history display page may be a website display page, an APP display page, or the like; the click rate is used to identify the probability that the display location is clicked by the user; the display content of each display position and the category of the content to be pushed generally belong to the same category, for example, the content to be pushed is an advertisement, and the display content of each display position can also be an advertisement; in practical applications, the display content of each display position may be different from the category of the content to be pushed, which is not limited in the present application.
When the click rate of the user to each display position in the history display page is obtained, the method comprises the following steps:
counting the first total clicks of the user on the display position in each historical display page for the same display position of the display page;
counting the second total clicks of the user on each display position in each history display page;
and calculating the ratio of the first total number of clicks to the second total number of clicks to obtain the click rate of the display position.
Here, the first total number of clicks is used to identify the display position as the total number of clicks; the second total number of clicks is the sum of the first total number of clicks at each display position in the display page.
In specific implementation, each display page may have a plurality of display positions, for each display position, statistics is performed on a first total number of clicks of the display position by a user in a history display page, after the first total number of clicks of each display position is obtained, a sum value of the first total number of clicks is calculated and is used as a second total number of clicks, and a ratio of the first total number of clicks to the second total number of clicks is calculated to obtain a click rate of the display position.
For example, there are 3 display positions (A, B, C) in the display page, the number of clicks of each display position by the user in the statistical history display page is 80, 100, 120, 300, 27.7, 33.3 and 40.
When the click rate of the user to each display position in the history display page is obtained, the method further comprises the following steps:
and sequentially calculating the click rate of the user at the display position in each historical display page for the same display position of the display page in a preset time period to form a click rate curve of the display position.
Here, the predetermined period of time may be 1 day, 1 week, 1 month, three months, etc., which is not limited by the present application.
In specific implementation, for each display position in a display page, continuously acquiring click rates of the display position in multiple time periods, and forming a click rate curve of the display position, wherein the abscissa of the click rate curve is time, and the ordinate of the click rate curve is click rate.
For example, each time period is 1 day, and for each display position in the display page, the click rate of the position in multiple time periods is obtained, and a click rate curve of the display position is formed.
S103, determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position.
When the display position of the content to be pushed in the display page of the user is determined based on the click rate of each display position, the method comprises the following steps:
and acquiring a display position corresponding to the highest click rate, and displaying the content to be pushed at the display position corresponding to the highest click rate.
In specific implementation, the display position corresponding to the maximum click rate value is generally a display position frequently clicked by a user, and the content to be pushed can be directly displayed at the display position corresponding to the maximum click rate value. For example, continuing with the embodiment in step S102, the content to be pushed is displayed at the C position.
Or calculating the slope of the click rate curve of each display position in the preset time period;
and acquiring a display position corresponding to the highest slope, and displaying the content to be pushed at the display position corresponding to the highest slope.
In a specific implementation, after the click rate curve is obtained, the click rate of the content in a preset time period is calculated in the click rate curve, the slope of the click rate curve is calculated, and the content to be pushed is displayed at the display position corresponding to the highest slope.
When pushing the content to be pushed, the method further comprises the following steps:
acquiring the priority of the content to be pushed;
here, the priority may be preset by the user and may be determined according to the importance of the content to be pushed.
Determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position, including:
inquiring a mapping relation between preset priority and click rate sequencing, determining click rate sequencing of the priority mapping of the content to be pushed, and displaying the content to be pushed at a display position corresponding to the click rate sequencing of the mapping.
In the specific implementation, the click rate ranks are 1, 2 and 3, the corresponding priorities are high, medium and low, respectively, after receiving the content to be pushed, the click rate ranks are determined according to the priorities of the content to be pushed, and then the content to be pushed is pushed to the display position corresponding to the click rate ranks.
For example, the content to be pushed has a medium priority, the click rate is sorted into C position beat 1, B position beat 2, and a position beat 3, and at this time, the content to be pushed is displayed at the B position.
An embodiment of the present application provides a content push method, as shown in fig. 2, when pushing a content to be pushed, the method further includes the following steps:
s201, determining a content label of the content to be pushed based on the description information of the content to be pushed;
here, the description information may be vendor or enterprise information of the content to be pushed, and the content tag is used to identify a home vendor of the content to be pushed.
For example, the description information of the content to be pushed is a promotional advertisement about iPhoneX of apple company, and the content tag corresponds to apple company.
S202, searching negative influence content corresponding to the determined content tag in the display content of the display page;
here, the display content may be news, advertisements, and the like, and the negative influence content is generally negative influence content, for example, when the display content is news, the negative influence content may be news such as a mobile phone explosion;
for example, continuing the embodiment in step S201, the content to be pushed is an advertisement of apple company, and negative information corresponding to apple company is searched for in the display content of the display page, and the negative news may be a mobile phone explosion.
S203, if the negative influence content is found, calculating the pushing distance between the content to be pushed and the negative influence content, and pushing the content to be pushed at the distance from the negative influence content.
Here, the push distance may be the number of pieces of spaced content between the content to be pushed and the negative influence content.
Continuing the embodiment in step S202, after finding the negative information of the apple company, the influence value of the negative information may be determined based on the content of the negative information, and then the weight between the content to be pushed and the negative information is determined according to the preset corresponding relationship between the influence value and the weight, the weight is used as the pushing distance, the content to be pushed is pushed after the distance bar content is pushed after the negative information, and the display position of the content to be pushed may be set, inserted, or the like.
An embodiment of the present application provides a content pushing apparatus, as shown in fig. 3, the apparatus includes:
a first determining module 31, configured to obtain a content to be pushed, and determine a category of the content to be pushed;
an obtaining module 32, configured to obtain a click rate of each display position in a history display page, where display content in each display position belongs to the determined category;
a second determining module 33, configured to determine, based on the click rate of each display position, a display position of the content to be pushed in the display page of the user.
Optionally, the obtaining module 32 is specifically configured to:
counting the first total clicks of the user on the display position in each historical display page for the same display position of the display page;
counting the second total clicks of the user on each display position in each history display page;
and calculating the ratio of the first total number of clicks to the second total number of clicks to obtain the click rate of the display position.
Optionally, the second determining module 33 is specifically configured to:
and acquiring a display position corresponding to the highest click rate, and displaying the content to be pushed at the display position corresponding to the highest click rate.
Optionally, the obtaining module 32 is specifically configured to:
and sequentially calculating the click rate of the user at the display position in each historical display page for the same display position of the display page in a preset time period to form a click rate curve of the display position.
Optionally, the second determining module 33 is further configured to:
calculating the slope of the click rate curve of each display position in the preset time period;
and acquiring a display position corresponding to the highest slope, and displaying the content to be pushed at the display position corresponding to the highest slope.
Optionally, the apparatus further comprises: a first processing module 34, the first processing module 34 being configured to:
determining a content tag of the content to be pushed based on the description information of the content to be pushed;
searching for negative influence content corresponding to the determined content tag in display content of a display page;
if the negative influence content is found, calculating the pushing distance between the content to be pushed and the negative influence content, and pushing the content to be pushed at the distance from the negative influence content.
Optionally, the apparatus further comprises: a second processing module 35, the first processing module 35 being configured to:
acquiring the priority of the content to be pushed;
the determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position comprises:
inquiring a mapping relation between preset priority and click rate sequencing, determining click rate sequencing of the priority mapping of the content to be pushed, and displaying the content to be pushed at a display position corresponding to the click rate sequencing of the mapping.
As shown in fig. 4, an embodiment of the present application provides a computer device 400, configured to execute the content push method applied in fig. 1, where the device includes a memory 401, a processor 402, and a computer program stored in the memory 401 and executable on the processor 402, where the processor 402 implements the steps of the content push method when executing the computer program.
Specifically, the memory 401 and the processor 402 can be general memories and processors, which are not specifically limited herein, and when the processor 402 runs a computer program stored in the memory 401, the content push method can be executed, so as to solve the problem that the content of the advertisement displayed in the prior art is unreasonable, and determine the category of the content to be pushed by acquiring the content to be pushed; the method comprises the steps of obtaining the click rate of a user to each display position in a history display page, and determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position. Therefore, the content to be pushed can be displayed at a proper display position, and the user experience is improved.
Corresponding to the content push method in fig. 1, an embodiment of the present application further provides a computer-readable storage medium, on which a computer program is stored, where the computer program is executed by a processor to perform the steps of the content push method.
Specifically, the storage medium can be a general storage medium, such as a mobile disk, a hard disk, and the like, and when a computer program on the storage medium is executed, the content push method can be executed, so that the problem that the content of the advertisement displayed in the prior art is unreasonable is solved, and the category of the content to be pushed is determined by acquiring the content to be pushed; the method comprises the steps of obtaining the click rate of a user to each display position in a history display page, and determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position. Therefore, the content to be pushed can be displayed at a proper display position, and the user experience is improved.
In the embodiments provided in the present application, it should be understood that the disclosed apparatus and method may be implemented in other ways. The above-described embodiments of the apparatus are merely illustrative, and for example, the division of the units is only one logical division, and there may be other divisions when actually implemented, and 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 of devices or units through some communication interfaces, 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 provided in 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 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. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk or an optical disk, and other various media capable of storing program codes.
It should be noted that: like reference numbers and letters refer to like items in the following figures, and thus once an item is defined in one figure, it need not be further defined and explained in subsequent figures, and moreover, the terms "first", "second", "third", etc. are used merely to distinguish one description from another and are not to be construed as indicating or implying relative importance.
Finally, it should be noted that: the above-mentioned embodiments are only specific embodiments of the present application, and are used for illustrating the technical solutions of the present application, but not limiting the same, and the scope of the present application is not limited thereto, and although the present application is described in detail with reference to the foregoing embodiments, those skilled in the art should understand that: any person skilled in the art can modify or easily conceive the technical solutions described in the foregoing embodiments or equivalent substitutes for some technical features within the technical scope disclosed in the present application; such modifications, changes or substitutions do not depart from the spirit and scope of the present disclosure, which should be construed in light of the above teachings. Are intended to be covered by the scope of the present application. Therefore, the protection scope of the present application shall be subject to the protection scope of the claims.
Claims (7)
1. A method for pushing content, the method comprising:
acquiring content to be pushed, and determining the category of the content to be pushed;
acquiring the click rate of a user to each display position in a history display page, wherein the display content in each display position belongs to the determined category;
determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position;
the content push method further comprises the following steps:
determining a content tag of the content to be pushed based on the description information of the content to be pushed;
searching for negative influence content corresponding to the determined content tag in display content of a display page;
if the negative influence content is found, calculating the pushing distance between the content to be pushed and the negative influence content, and pushing the content to be pushed after the pushing distance is separated from the negative influence content;
the obtaining of the click rate of the user to each display position in the history display page includes:
sequentially calculating the click rate of the user at the display position in each historical display page for the same display position of the display page within a preset time period to form a click rate curve of the display position;
determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position, wherein the determining comprises:
calculating the slope of the click rate curve of each display position in the preset time period;
and acquiring a display position corresponding to the highest slope, and displaying the content to be pushed at the display position corresponding to the highest slope.
2. The method of claim 1, wherein obtaining click rates for users at display locations in a history display page comprises:
counting the first total clicks of the user on the display position in each historical display page for the same display position of the display page;
counting the second total clicks of the user on each display position in each history display page;
and calculating the ratio of the first total number of clicks to the second total number of clicks to obtain the click rate of the display position.
3. The method of claim 2, wherein the determining the display position of the content to be pushed in the display page of the user based on the click-through rate of each display position comprises:
and acquiring a display position corresponding to the highest click rate, and displaying the content to be pushed at the display position corresponding to the highest click rate.
4. The method of claim 1, further comprising:
acquiring the priority of the content to be pushed;
determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position, including:
inquiring a mapping relation between preset priority and click rate sequencing, determining click rate sequencing of the priority mapping of the content to be pushed, and displaying the content to be pushed at a display position corresponding to the click rate sequencing of the mapping.
5. A content pushing apparatus, comprising:
the first determining module is used for acquiring the content to be pushed and determining the category of the content to be pushed;
the acquisition module is used for acquiring the click rate of the user to each display position in the historical display page, and the display content in each display position belongs to the determined category;
the second determining module is used for determining the display position of the content to be pushed in the display page of the user based on the click rate of each display position;
the content pushing apparatus further includes a first processing module, where the first processing module is configured to:
determining a content tag of the content to be pushed based on the description information of the content to be pushed;
searching for negative influence content corresponding to the determined content tag in display content of a display page;
if the negative influence content is found, calculating the pushing distance between the content to be pushed and the negative influence content, and pushing the content to be pushed after the pushing distance is separated from the negative influence content;
the acquisition module is specifically configured to:
sequentially calculating the click rate of the user at the display position in each historical display page for the same display position of the display page within a preset time period to form a click rate curve of the display position;
the second determination module is further to:
calculating the slope of the click rate curve of each display position in the preset time period;
and acquiring a display position corresponding to the highest slope, and displaying the content to be pushed at the display position corresponding to the highest slope.
6. The apparatus of claim 5, wherein the acquisition module is specifically configured to:
counting the first total clicks of the user on the display position in each historical display page for the same display position of the display page;
counting the second total clicks of the user on each display position in each history display page;
and calculating the ratio of the first total number of clicks to the second total number of clicks to obtain the click rate of the display position.
7. A computer device comprising a memory, a processor and a computer program stored on the memory and executable on the processor, characterized in that the steps of the method of any of the preceding claims 1-4 are implemented when the computer program is executed by the processor.
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| CN109962983B (en) * | 2019-03-29 | 2021-11-23 | 北京搜狗科技发展有限公司 | Click rate statistical method and device |
| CN111563201A (en) * | 2020-04-29 | 2020-08-21 | 北京三快在线科技有限公司 | Content pushing method, device, server and storage medium |
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| CN106384254A (en) * | 2016-09-30 | 2017-02-08 | 北京奇虎科技有限公司 | Advertisement display method and device |
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