CN109377273B - Advertisement putting method and device and computer readable storage medium - Google Patents
Advertisement putting method and device and computer readable storage medium Download PDFInfo
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Abstract
An advertisement delivery method, apparatus and computer-readable storage medium, the method comprising: according to a preset advertisement database, acquiring the corresponding click cost of the advertisement in preset time and the predicted click cost after the advertisement is about to be delivered; the click cost is the ratio of the cost of advertisement delivery to the obtained click quantity, and the predicted click cost is the ratio of the cost of advertisement delivery to the click quantity predicted and obtained after delivery; obtaining the click cost reduction range of the advertisement according to the click cost corresponding to the advertisement and the predicted click cost; and carrying out corresponding advertisement putting according to the numerical value of the click cost reduction range of each advertisement. By adopting the scheme, the effects of simultaneously ensuring the benefit maximization of the advertising company and the fairness and reasonability of the advertisement delivery are achieved.
Description
Technical Field
The present invention relates to the field of advertisement delivery, and in particular, to an advertisement delivery method, an advertisement delivery apparatus, and a computer-readable storage medium.
Background
Nowadays, advertisement is one of the preferred channels for merchants to promote products or services, and the advertisement delivery manner is various, wherein the advertisement delivery manner of Real Bidding (RTB) is now a common advertisement delivery manner for traffic platforms and advertising companies.
In the advertisement putting mode of real-time bidding, an advertisement display platform pushes an advertisement position to be generated to an advertisement company, and the advertisement company needs to decide which client advertisement is put in a short time. In the prior art, advertising companies generally have three schemes for selecting advertisements to be delivered, 1) according to the ranking of advertisement bids, the highest bid is preferentially participated in bidding; 2) according to the ranking of the predicted click cost, predicting the preferential participation bidding with the lowest click cost, wherein the predicted click cost is the ratio of the cost of putting the advertisement at the time to the click quantity obtained by predicting the advertisement putting, and the lower the predicted click cost is, the lower the cost corresponding to each click is; 3) and (4) carrying out random bidding.
However, in the above scheme 1), a client's malicious bidding may occur, so that other clients inside the advertising company cannot participate in the bidding. In the scheme 2), due to the natural click cost difference among industries, the click cost means that, for example, the number of times that people click on the life type fast-moving goods advertisement is usually much higher than that of times that people click on the house property type advertisement, and in such a case, the house property type advertisement cannot participate in bidding. In the scheme 3), the benefit maximization of the advertising company cannot be guaranteed, the effect after the advertisement is released cannot be guaranteed, and the problem of unfair bidding can be solved.
Disclosure of Invention
The technical problem solved by the invention is that the maximization of the benefits of the advertising company and the fairness of advertisement putting can not be ensured at the same time.
In order to solve the above technical problem, an embodiment of the present invention provides an advertisement delivery method, including: according to a preset advertisement database, acquiring the corresponding click cost of the advertisement in preset time and the predicted click cost after the advertisement is about to be delivered; the click cost is the ratio of the cost of advertisement delivery to the obtained click quantity, and the predicted click cost is the ratio of the cost of advertisement delivery to the click quantity predicted and obtained after delivery; obtaining the click cost reduction range of the advertisement according to the click cost corresponding to the advertisement and the predicted click cost; and carrying out corresponding advertisement putting according to the numerical value of the click cost reduction range of each advertisement.
Optionally, the click rate obtained after each advertisement is about to be delivered is predicted according to a preset prediction algorithm and the preset advertisement database.
Optionally, the click cost reduction Delta _ CPC of the ith advertisement is calculated according to the following formulai，
Delta_CPCi＝(CPCi-PCPCi)/CPCi，
Wherein the CPCiFor click cost of the ith advertisement, the PCPCiA predicted click cost for the ith advertisement.
Optionally, the delivery probability of each advertisement is obtained according to the click cost reduction amplitude corresponding to each advertisement; and carrying out corresponding advertisement putting according to the putting probability corresponding to each advertisement.
Optionally, excluding advertisements with a negative click cost reduction range; calculating the delivery probability C _ Delta _ CPC of the ith advertisement according to the following formulai，
C_Delta_CPCi＝Delta_CPCi/∑Delta-CPCi，
Wherein, Sigma Delta _ CPCiIn order to eliminate the advertisements with the negative click cost reduction range, the click cost of each advertisement is reduced by the sum of the click cost reduction ranges.
The present invention also provides an advertisement delivery device, comprising: the cost obtaining unit is used for obtaining the click cost corresponding to the advertisement in the preset time and the predicted click cost after the advertisement is about to be delivered according to a preset advertisement database; the click cost is the ratio of the cost of advertisement delivery to the obtained click quantity, and the predicted click cost is the ratio of the cost of advertisement delivery to the click quantity predicted and obtained after delivery; the cost reduction range obtaining unit is used for obtaining the click cost reduction range of the advertisement according to the click cost corresponding to the advertisement and the predicted click cost; and the advertisement putting unit is used for carrying out corresponding advertisement putting according to the numerical value of the click cost reduction range of each advertisement.
Optionally, the cost obtaining unit is configured to predict click volumes obtained by each advertisement immediately after delivery according to a preset prediction algorithm and the preset advertisement database.
Optionally, the cost reduction range obtaining unit is configured to calculate a click cost reduction range Delta _ CPC of the ith advertisement according to the following formulai，
Delta_CPCi＝(CPCi-PCPCi)/CPCi，
Wherein the CPCiFor click cost of the ith advertisement, the PCPCiA predicted click cost for the ith advertisement.
Optionally, the advertisement delivery unit is configured to obtain a delivery probability of each advertisement according to a click cost reduction range corresponding to each advertisement; and carrying out corresponding advertisement putting according to the putting probability corresponding to each advertisement.
Optionally, the advertisement delivery unit is configured to calculate a delivery probability C _ Delta _ CPC of the ith advertisement according to the following formula after excluding the advertisement with a negative click cost reduction rangei，
C_Delta_CPCi＝Delta_CPCi/∑Delta-CPCi，
Wherein, Sigma Delta _ CPCiIn order to eliminate the advertisements with the negative click cost reduction range, the click cost of each advertisement is reduced by the sum of the click cost reduction ranges.
The present invention also provides a computer readable storage medium having stored thereon computer instructions which, when executed, perform the steps of any of the above-described advertisement delivery methods.
The invention also provides an advertisement delivery device, which comprises a memory and a processor, wherein the memory is stored with computer instructions, and the processor executes the steps of any one of the advertisement delivery methods when the computer instructions are executed.
Compared with the prior art, the technical scheme of the embodiment of the invention has the following beneficial effects:
according to a preset advertisement database, the click cost of each client advertisement in a preset time and the predicted click cost after the advertisement is about to be delivered are obtained, the click cost reduction range of each advertisement is obtained according to the click cost and the predicted click cost, and the advertisement is delivered according to the click cost reduction range of each advertisement. The advertisement company benefits maximization is guaranteed, meanwhile, the fairness of advertisement putting is guaranteed, and advertisements of each client can be reasonably put.
Further, after excluding the advertisement with the negative click cost reduction range, calculating the ratio of the click cost reduction range of each advertisement to the sum of the click cost reduction range of each advertisement, taking the ratio as the delivery probability of each advertisement, and delivering the advertisement according to the delivery probability. Further improving the fairness and rationality of advertisement putting.
Drawings
Fig. 1 is a schematic flowchart of an advertisement delivery method according to an embodiment of the present invention;
fig. 2 is a schematic structural diagram of an advertisement delivery device according to an embodiment of the present invention.
Detailed Description
In the advertisement putting mode of real-time bidding, an advertisement display platform pushes an advertisement position to be generated to an advertisement company, and the advertisement company needs to decide which client advertisement is put in a short time. In the prior art, there are generally three schemes for selecting advertisements to be delivered by an advertising company: 1) according to the rank of the advertisement bids, the highest bid is preferably participated in bidding; 2) according to the ranking of the predicted click cost, predicting the preferential participation bidding with the lowest click cost, wherein the predicted click cost is the ratio of the cost of putting the advertisement at the time to the click quantity obtained by predicting the advertisement putting, and the lower the predicted click cost is, the lower the cost corresponding to each click is; 3) and (4) carrying out random bidding.
However, in the above scheme 1), a client's malicious bidding may occur, so that other clients inside the advertising company cannot participate in the bidding. In the scheme 2), due to the natural click cost difference among industries, the click cost means that, for example, the number of times that people click on the life type fast-moving goods advertisement is usually much higher than that of times that people click on the house property type advertisement, and in such a case, the house property type advertisement cannot participate in bidding. In the scheme 3), the benefit maximization of the advertising company cannot be guaranteed, the effect after the advertisement is released cannot be guaranteed, and the problem of unfair bidding can be solved.
In the embodiment of the invention, the click cost of each advertisement of a client in the preset time and the predicted click cost after the advertisement is about to be delivered are obtained according to the preset advertisement database, the click cost reduction range of each advertisement is obtained according to the click cost and the predicted click cost, and the advertisement is delivered according to the click cost reduction range of each advertisement. The advertisement company benefits maximization is guaranteed, meanwhile, the fairness of advertisement putting is guaranteed, and advertisements of each client can be reasonably put.
In order to make the aforementioned objects, features and advantages of the present invention comprehensible, embodiments accompanied with figures are described in detail below.
Referring to fig. 1, an embodiment of the present invention provides an advertisement delivery method, which includes the following specific steps:
step S101, according to a preset advertisement database, obtaining the click cost corresponding to the advertisement within a preset time and the predicted click cost after the advertisement is about to be delivered.
In particular implementations, the click cost is a ratio of a cost of advertisement placement to an amount of clicks obtained.
For example, in 10 days, the placement cost of the advertisement is 10000 yuan, the click rate of the advertisement is 5000 times, and the cost of the advertisement which is clicked once on average is 2 yuan, i.e. the click cost of the advertisement is 2 yuan.
In a specific implementation, the predicted click cost is a ratio of a cost of advertisement placement to a click quantity predicted to be obtained after placement.
For example, the cost of the advertisement to be delivered in the present delivery is 3000, the click rate obtained after the advertisement is delivered can be predicted according to the preset advertisement database, and if the predicted click rate is 3000 times, the predicted click cost of the advertisement is 1 yuan.
In a specific implementation, the lower the click cost of the advertisement, the better the advertisement placement.
In a specific implementation, the preset time can be set by a user according to actual conditions.
And S102, acquiring the click cost reduction range of the advertisement according to the click cost corresponding to the advertisement and the predicted click cost.
In specific implementation, the reduction degree of the click cost reflects the reduction degree of the cost required by a single click of an advertisement which is about to be delivered compared with the cost required by a single click within a preset time.
In a specific implementation, the cost reduction range can be calculated by subtracting the predicted click cost from the click cost of the advertisement.
In a specific implementation, when the cost reduction range is calculated, a difference value obtained by subtracting the predicted click cost from the click cost of the advertisement is divided by the click cost, and a value obtained by dividing the difference value is used as the cost reduction range.
Because the advertisements in some industries have natural click cost difference, the click cost reduction amplitude calculated by adopting the algorithm is more objective, so that the advertisement delivery is more fair and reasonable.
It will be appreciated that other calculation methods may be used to calculate the click cost reduction.
And step S103, carrying out corresponding advertisement putting according to the numerical value of the click cost reduction range of each advertisement.
In the specific implementation, the larger the click cost reduction range of the advertisement is, the higher the effect obtained after the advertisement is about to be delivered is compared with the effect obtained in the past, so that the advertisement with the higher click cost reduction range can be selected to be delivered preferentially, and the benefit maximization of an advertisement delivery company is ensured.
In the embodiment of the invention, when the click rate of the advertisement obtained immediately after the advertisement is put is predicted according to the preset advertisement database, the click rate can be calculated according to a preset algorithm.
In a specific implementation, the preset algorithm may be a mathematical model, and the click rate of the advertisement to be delivered is predicted according to the relationship between the click rate of the advertisement and different times and the relationship between the click rate of the advertisement and different advertisement display platforms.
In the embodiment of the invention, in order to enable the obtained click cost reduction range to be more objective, the following formula is adopted to calculate the click cost reduction range Delta _ CPC of the ith advertisementi：
Delta_CPCi＝(CPCi-PCPCi)/CPCi………………………(1)
Wherein the CPCiFor click cost of the ith advertisement, the PCPCiA predicted click cost for the ith advertisement.
In the embodiment of the invention, the click cost of the advertisement obtained according to the advertisement database is generally less changed than the predicted click cost in a short time. Therefore, selecting an advertisement to be delivered according to the size of the reduction range of the click cost of the advertisement may result in delivering only the same advertisement with a large reduction range of the click cost in a short time, and further reduce the rationality and fairness of advertisement delivery.
In the embodiment of the invention, in order to avoid only delivering the same advertisement with larger click cost reduction range in a short time, after the click cost reduction range of the advertisement is obtained, the delivery probability corresponding to each advertisement is obtained, and the corresponding advertisement delivery is carried out randomly according to the delivery probability of each advertisement.
In specific implementation, the advertisements are randomly placed according to the placement probability of the advertisements, so that the advertisements participating in real-time bidding are all placed at an opportunity, and the fairness and the rationality of advertisement placement are improved. Meanwhile, the advertisement putting probability corresponds to the click cost reduction range of the advertisement, so that the larger the click cost reduction range is, the larger the probability that the advertisement is put is, the effect after the advertisement is put is ensured, and further the benefit maximization of an advertisement putting company is ensured.
In the embodiment of the invention, after the advertisement with the negative click cost reduction range is eliminated, the delivery probability of the ith advertisement is calculated according to the following formula:
C_Delta_CPCi＝Delta_CPCi/∑Delta-CPCi…………………(2)
wherein, Sigma Delta _ CPCiIn order to eliminate the advertisements with the negative click cost reduction range, the click cost of each advertisement is reduced by the sum of the click cost reduction ranges.
For example, the placement probability of the ad a participating in real-time bidding is 50%, the placement probability of the ad B is 30%, and the placement probability of the ad C is 20%, and in the upcoming ad placement, an ad is randomly selected among the ad a, ad B, and ad C according to the placement probability of the ad.
Referring to fig. 2, the present invention also provides an advertisement delivery device 20, including:
a cost obtaining unit 201, configured to obtain, according to a preset advertisement database, a click cost corresponding to an advertisement within a preset time and a predicted click cost to be delivered; the click cost is the ratio of the cost of advertisement delivery to the obtained click quantity, and the predicted click cost is the ratio of the cost of advertisement delivery to the click quantity predicted and obtained after delivery;
a cost reduction range obtaining unit 202, configured to obtain a reduction range of the click cost of the advertisement according to the click cost corresponding to the advertisement and the predicted click cost;
and the advertisement putting unit 203 is configured to put corresponding advertisements according to the numerical value of the click cost reduction range of each advertisement.
In this embodiment of the present invention, the cost obtaining unit 201 is configured to predict, according to a preset prediction algorithm and the preset advertisement database, a click rate obtained after each advertisement is to be delivered.
In this embodiment of the present invention, the cost reduction range obtaining unit 202 is configured to calculate the click cost reduction range Delta _ CPC of the ith advertisement according to the following formulai，
Delta_CPCi＝(CPCi-PCPCi)/CPCi，
Wherein the CPCiFor click cost of the ith advertisement, the PCPCiA predicted click cost for the ith advertisement.
In the embodiment of the present invention, the advertisement delivering unit 203 is configured to obtain a delivering probability of each advertisement according to a click cost reduction range corresponding to each advertisement; and carrying out corresponding advertisement putting according to the putting probability corresponding to each advertisement.
In the embodiment of the present invention, the advertisement delivery unit 203 is configured to calculate a delivery probability C _ Delta _ CPC of the ith advertisement according to the following formula after excluding the advertisement with a negative click cost reduction rangei，
C_Delta_CPCi＝Delta_CPCi/∑Delta-CPCi，
Wherein, Sigma Delta _ CPCiIn order to eliminate the advertisements with the negative reduction range of the click cost, the reduction range of the click cost of each advertisementThe sum of the degrees.
The present invention also provides a computer readable storage medium, on which computer instructions are stored, and when the computer instructions are executed, the steps of any of the above advertisement delivery methods are executed.
The invention also provides an advertisement delivery device, which comprises a memory and a processor, wherein the memory is stored with computer instructions, and the processor executes the steps of any one of the advertisement delivery methods when the computer instructions are executed.
Those skilled in the art will appreciate that all or part of the steps in the methods of the above embodiments may be implemented by instructing the relevant hardware through a program, which may be stored in a computer-readable storage medium, and the storage medium may include: ROM, RAM, magnetic or optical disks, and the like.
Although the present invention is disclosed above, the present invention is not limited thereto. Various changes and modifications may be effected therein by one skilled in the art without departing from the spirit and scope of the invention as defined in the appended claims.
Claims (4)
1. An advertisement delivery method, comprising:
according to a preset advertisement database, acquiring the click cost corresponding to the advertisement within the preset time and the predicted click cost after the advertisement is about to be delivered, wherein the method comprises the following steps: predicting click rate of each advertisement after being delivered according to a preset prediction algorithm and the preset advertisement database; the predicting the click rate of each advertisement obtained after the advertisement is about to be delivered according to a preset prediction algorithm and the preset advertisement database comprises the following steps: predicting the click rate obtained after each advertisement is about to be delivered according to the relationship between the click rate of the advertisement and different moments and the relationship between the click rate of the advertisement and different advertisement display platforms; the click cost is the ratio of the cost of advertisement delivery to the obtained click quantity, and the predicted click cost is the ratio of the cost of advertisement delivery to the click quantity predicted and obtained after delivery;
according to the aboveThe method for acquiring the click cost reduction range of the advertisement comprises the following steps: calculating the click cost reduction Delta _ CPC of the ith advertisement according to the following formulai，Delta_CPCi＝(CPCi-PCPCi)/CPCiWherein, the CPCiFor click cost of the ith advertisement, the PCPCiA predicted click cost for the ith advertisement;
according to the numerical value of the click cost descending amplitude of each advertisement, corresponding advertisement putting is carried out, and the method comprises the following steps: acquiring the delivery probability of each advertisement according to the click cost reduction range corresponding to each advertisement; carrying out corresponding advertisement putting according to the putting probability corresponding to each advertisement; the obtaining of the delivery probability of each advertisement according to the click cost reduction amplitude corresponding to each advertisement includes: excluding advertisements with a negative click cost reduction range; calculating the delivery probability C _ Delta _ CPC of the ith advertisement according to the following formulai，C_Delta_CPCi＝Delta_CPCi/∑Delta-CPCiWhere, sigma Delta _ CPCiIn order to eliminate the advertisements with the negative click cost reduction range, the click cost of each advertisement is reduced by the sum of the click cost reduction ranges.
2. An advertisement delivery device, comprising:
the cost obtaining unit is used for obtaining the click cost corresponding to the advertisement in the preset time and the predicted click cost after the advertisement is about to be delivered according to a preset advertisement database, and comprises the following steps: predicting click rate of each advertisement after being delivered according to a preset prediction algorithm and the preset advertisement database; the predicting the click rate of each advertisement obtained after the advertisement is about to be delivered according to a preset prediction algorithm and the preset advertisement database comprises the following steps: predicting the click rate obtained after each advertisement is about to be delivered according to the relationship between the click rate of the advertisement and different moments and the relationship between the click rate of the advertisement and different advertisement display platforms; the click cost is the ratio of the cost of advertisement delivery to the obtained click quantity, and the predicted click cost is the ratio of the cost of advertisement delivery to the click quantity predicted and obtained after delivery;
a cost reduction range obtaining unit, configured to obtain a reduction range of the click cost of the advertisement according to the click cost corresponding to the advertisement and the predicted click cost, where the cost reduction range obtaining unit is configured to: calculating the click cost reduction Delta _ CPC of the ith advertisement according to the following formulai，Delta_CPCi＝(CPCi-PCPCi)/CPCiWherein, the CPCiFor click cost of the ith advertisement, the PCPCiA predicted click cost for the ith advertisement;
the advertisement putting unit is used for carrying out corresponding advertisement putting according to the numerical value of the click cost descending amplitude of each advertisement, and comprises the following components: acquiring the delivery probability of each advertisement according to the click cost reduction range corresponding to each advertisement; carrying out corresponding advertisement putting according to the putting probability corresponding to each advertisement; the obtaining of the delivery probability of each advertisement according to the click cost reduction amplitude corresponding to each advertisement includes: excluding advertisements with a negative click cost reduction range; calculating the delivery probability C _ Delta _ CPC of the ith advertisement according to the following formulai，C_Delta_CPCi＝Delta_CPCi/∑Delta-CPCiWhere, sigma Delta _ CPCiIn order to eliminate the advertisements with the negative click cost reduction range, the click cost of each advertisement is reduced by the sum of the click cost reduction ranges.
3. A computer-readable storage medium, on which a computer program is stored, which, when being executed by a processor, carries out the steps of the advertisement delivery method according to claim 1.
4. An advertising arrangement comprising a memory and a processor, the memory having stored thereon a computer program, characterized in that the processor performs the steps of the advertising method according to claim 1 when the computer program is run.
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