CN109886716B - Advertisement pushing method and system - Google Patents
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Abstract
The invention discloses an advertisement pushing method and system, which are used for receiving the access operation of a terminal, obtaining the additional weight of an advertisement to be displayed in the next access according to the access time and recorded access data by a server and pushing the advertisement to be displayed next time according to the additional weight. The advertisement display can be dynamically corrected more effectively, and a better advertisement putting effect is achieved. The system adopts a kafka and redis framework, so that data recording of a user side is avoided, and the data recording burden of the user side is reduced. And the method adopts a server-side unified recording mode, integrates the delivery cycle of each advertisement, different weights of the advertisement and the displayed times, and realizes the weighted uniform delivery of each advertisement.
Description
Technical Field
The invention relates to the technical field of internet, in particular to an advertisement pushing method and system.
Background
Frequency control in ad placement is often referred to as N + control, i.e., an ad can only be viewed by a user up to N times within a given placement period. At present, common internet advertisement systems can only perform very simple N + control basically. For example, only N + control is performed on a certain advertisement a within a certain time period T, that is, the number of times each user views the advertisement a within the advertisement delivery period T can be controlled to be at most N times. Advertisements like this are often referred to as N + advertisements.
However, the N + advertisement can only specify the maximum number of presentations within a limited time, and if the user visits frequently, the number of presentations will be used up quickly, and if the number of visits of the user is small, the advertisement that should be presented preferentially may not have an opportunity to be presented or may not be presented sufficiently. In the prior art, advertisement effect values are used for dividing advertisement putting weights, and when the method is used for controlling the advertisement putting frequency, the advertisements with different advertisement effects can only be displayed according to different proportions, and the advertisement frequency display aiming at the users cannot be adjusted according to the access habits of different users. The problem to be solved is to target advertisement display for users according to the access habits of different users and the conditions of user historical access records.
In addition, advertisement display based on N + control requires users to store data locally to complete advertisement display, which brings burden to data records of users, and can not summarize access conditions of different users to adjust the frequency of subsequent advertisement display, which brings inaccuracy of future advertisement display. How to reduce the burden of data recording of users and adjust the frequency of future advertisement display by using the total access data is also a problem to be solved.
In view of the above, the present invention is particularly proposed.
Disclosure of Invention
The technical problem to be solved by the present invention is to overcome the defects of the prior art, and provide an advertisement frequency control method and system, which set weights for advertisements to be displayed, dynamically adjust the weights of the advertisements by using the time interval of two visits, and display the advertisements according to the weights of the advertisements.
In order to solve the technical problems, the invention adopts the technical scheme that the basic concept is as follows:
a method for pushing advertisements comprises the steps that access operation of a terminal is received, a server obtains additional weight of advertisements to be displayed in the next access according to access time and recorded access data, and pushing of the advertisements to be displayed next time is carried out according to the additional weight.
Further, the method comprises:
for each advertisement to be displayed, acquiring the additional weight of the first access time of the advertisement;
determining an additional weight of a second access time according to a time interval between the second access time and a first access time and an additional weight of the first access time, wherein the second access time is an access time after the first access time;
and comparing the additional weight values of the second access time of all the advertisements to be displayed, and determining and displaying the advertisements to be displayed according to the comparison result at the second access time.
Further, the obtaining of the additional weight of the first access time for each advertisement to be displayed further includes:
and acquiring the initial weight of the advertisement to be displayed, wherein the initial weight is set by a server or an administrator and is used for determining the display priority of the advertisement to be displayed.
Further, the determining the additional weight of the second access time according to the additional weights of the second access time, the first access time interval and the first access time includes:
determining the additional weight of the advertisement to be displayed at the second access time by using a calculation formula, wherein the calculation formula is as follows:
wn＝w+wn-1*A；
wherein, wnAdditional weighting of the advertisement to be shown at the second access time, w, to be determinedn-1The additional weight of the advertisement to be displayed at the first access time, w is the initial weight of the advertisement; a is an attenuation coefficient that varies with the length of the time interval of the first access time and the second access time.
Further, the attenuation factor a is determined by the attenuation factor, the attenuation period and the access time interval of the advertisement, and, in particular,
the factor is an attenuation factor of the advertisement to be displayed, the period is an attenuation period of the advertisement to be displayed, and the first access time t1, the second access time t2, and t2-t1 are time intervals between the second access time and the first access time.
Further, the attenuation factor and the attenuation period of the advertisement to be displayed are set by a system or a person, wherein the attenuation factor is a positive number less than or equal to 1, and the attenuation period is in seconds;
preferably, the decay factor is 0.9 and the decay period is 86400.
Further, the comparing the additional weight values of all the advertisements to be shown in the second visit time, and determining and showing the advertisements to be shown in the second visit time according to the comparison result includes:
and comparing the numerical values of the additional weight values of the second access time of all the advertisements to be displayed, preferentially displaying the advertisements to be displayed with the numerical values of the smaller additional weight values, and randomly displaying the advertisements to be displayed with the numerical values of the same additional weight values when the numerical values of the additional weight values are the same.
An advertisement push system, the system includes server end, advertisement push device and user end, wherein, advertisement push device includes:
the weight acquisition module is used for acquiring the additional weight of the first access time of each advertisement to be displayed, and acquiring the additional weight and the initial weight of the second time of the advertisement to be displayed, which are generated by the operation module;
the operation module is used for determining the additional weight of the second access time according to the time interval between the second access time and the first access time and the additional weight of the first access time;
and the comparison and judgment module is used for comparing the additional weight of the access time of all the advertisements to be displayed, the smaller the additional weight, the advertisements to be displayed are preferentially displayed, and when the numerical values of the additional weight values are the same, the advertisements to be displayed with the same numerical values of the additional weight values are randomly displayed.
Furthermore, the advertisement push system is built based on kafka and redis frameworks, user data is recorded in kafka, and data generated by processing of the advertisement push device is recorded in redis.
Furthermore, the data generated by the advertisement pushing device is stored in the server side, and the user side does not record the data.
Furthermore, the method is characterized in that the user terminal displays the advertisement to be displayed according to the advertisement to be displayed determined by the advertisement pushing device.
By adopting the advertisement frequency control method and the advertisement frequency control system, the following advantages are achieved:
1. different weights are set for different advertisements to be displayed, the weights of the advertisements are dynamically adjusted according to the time interval of two accesses after each access, and due to the accumulation effect of the calculation method, all historical accesses influence the weights of the next accesses, so that the advertisements expected to be seen by a user are displayed to the user at a certain frequency, and the advertisements are not displayed at the frequency due to the access habits of the user.
2. According to the access habit of the user, the advertisement display frequency can be reflected, and the attenuation coefficient is set, so that the access time interval of the user can generate great influence on the advertisement display, the display of the advertisement can be ensured to be infrequent in a short time, and the advertisement display can be ensured in a certain long period.
3. The advertisement pushing system records the data generated in the process of dynamically calculating the weight at the server end, so that the local data recording burden of the user end can be reduced, and meanwhile, different weights and displayed times of advertisements in the release period of each advertisement can be integrated, and the uniform weighted display of different advertisements is realized.
The following describes embodiments of the present invention in further detail with reference to the accompanying drawings.
Drawings
The accompanying drawings, which are included to provide a further understanding of the invention and are incorporated in and constitute a part of this application, illustrate embodiment(s) of the invention and together with the description serve to explain the invention without limiting the invention to its proper form. It is obvious that the drawings in the following description are only some embodiments, and that for a person skilled in the art, other drawings can be derived from them without inventive effort. In the drawings:
figure 1 is a flow chart of an advertisement presentation method according to an embodiment of the present invention,
figure 2 is a flow chart of an advertisement presentation method according to another embodiment of the present invention,
fig. 3 is a schematic structural view of an advertisement presentation frequency control apparatus according to the present invention,
fig. 4 is a schematic structural diagram of an advertisement push system of the present invention.
It should be noted that the drawings and the description are not intended to limit the scope of the inventive concept in any way, but to illustrate it by a person skilled in the art with reference to specific embodiments.
Detailed Description
Reference will now be made in detail to the exemplary embodiments, examples of which are illustrated in the accompanying drawings. When the following description refers to the accompanying drawings, like numbers in different drawings represent the same or similar elements unless otherwise indicated. The implementations described in the exemplary embodiments below are not intended to represent all implementations consistent with the present disclosure. Rather, they are merely examples of apparatus and methods consistent with certain aspects of the present disclosure, as detailed in the appended claims.
Example one
Fig. 1 is a flowchart illustrating an advertisement presentation method according to an exemplary embodiment, which may include the following steps.
In step S11, for each advertisement to be shown, obtaining an additional weight of the first access time thereof, where the additional weight of the first access time may be an initial weight;
in step S12, determining an additional weight of a second access time according to a time interval between the second access time and a first access time and an additional weight of the first access time, wherein the second access time is an access time after the first access time;
in step S13, the additional weight values of the second visit time of all the advertisements to be shown are compared, and the advertisements to be shown are determined and shown at the second visit time according to the comparison result.
In summary, in the advertisement push method provided in the embodiment of the present disclosure, the additional weight of the advertisement to be shown in the second access time of the advertisement to be shown is obtained by obtaining the additional weight of the first access time of the advertisement to be shown and combining the second access time and the time interval of the first access time, where the additional weight of the second access time represents the display priority of the advertisement, and the advertisement is shown according to the determination of the additional weight of the advertisement to be shown. The frequency of advertisement display can be changed according to the frequency of access, so that the problem of dynamic advertisement display is solved, and advertisements can be displayed more intelligently.
Example two
Fig. 2 illustrates an advertisement push method according to another exemplary embodiment, which may include the following steps.
In step S21, for each advertisement to be shown, obtaining an additional weight of the first access time thereof, where the additional weight of the first access time may be an initial weight;
the advertisement to be presented refers to the sum of all the advertisements waiting to be selected by the system for presentation, and may be an advertisement library, in which the contents of all the advertisements to be presented are stored.
All the advertisements in the advertisement library are correspondingly provided with weights, the weights are used for representing the finite stages of the advertisements when the advertisements are displayed, the first access time refers to the latest access time from the user to the present, the specific format of the access time has no clear requirement and can be year, month, day, hour, minute and second, or a time origin is set, and the access time is converted into the time counted in seconds or represented by a number with the same reference system.
The additional weight of the first access time is the additional weight corresponding to the access time of the advertisement, that is, the access weight is referred to the access time, and it is meaningless to express the access weight by deviating from the access time.
If the advertisement to be shown is a newly added delivered advertisement, the data of last access time does not exist for the advertisement to be shown, so for the newly added delivered advertisement, the additional weight corresponding to the first access time is the initial weight of the advertisement, and the initial weight is set by a system or a human, and is comprehensively determined by factors such as the price of the advertisement, the quality of an advertiser and the like.
In step S22, the additional weight of the first access time is attenuated according to the time interval between the second access time and the first access time,
obtaining a time interval between the second access time and the first access time, that is, obtaining a time interval between the current access time and the last access time, where the last access time is the closest access time to the current access time, and in short, there is no access between the second access time and the first access time.
The obtained time interval is the time naturally elapsed between the first access time and the second access time, and the unit of the time interval is second. For example, if the first access time is 11/22/15/23/30 seconds in 2017 and the second access time is 11/23/15/23/30 seconds in 2017, the time interval between the two access times is 86400 seconds. For example, exactly one day is for numerical convenience, and the number of seconds apart in practice may be any value.
After obtaining the time interval of the two visits, the additional weight of the first visit time is attenuated according to the time interval on the basis of the additional weight of the first visit time. Specifically, the additional weight of the first access time is attenuated by using a calculation formula, which is as follows:
w′n-1＝wn-1*A
wherein, w'n-1Additional weighting for attenuated first access time, wn-1An additional weight for the advertisement to be presented at the first visit time, a being a decay factor that varies with the length of the time interval between the first visit time and the second visit time.
And the attenuation coefficient a is determined by the following calculation formula:
the factor is an attenuation factor of the advertisement to be displayed, the period is an attenuation period of the advertisement to be displayed, the first access time t1 is the second access time t2, and the time interval between the second access time and the first access time is t2-t1, wherein the attenuation factor is 0.9, and the attenuation period is 86400 seconds. From the formula, the attenuation coefficient can be well controlled by adjusting the attenuation factor and the attenuation period, and the attenuation factor of 0.9 and the attenuation period of 86400 seconds (namely one day) are the best implementation scheme.
In step S23, determining an additional weight of a second access time, which is an access time after the first access time, by the additional weight of the first time after the attenuation process and the initial weight;
in conjunction with step S22, the specific calculation formula for determining the additional weight of the second access time is:
wherein, wnAdditional weight for the advertisement to be shown at the second access time that needs to be determined.
This is the additional weight calculated for the nth visit at this time.
From said formula, we can derive the following,
for a new advertisement to be presented, the first visit, w1＝w；
For the second access, w2＝w+w1*A；
For the third access, w3＝w+w2*A；
And so on.
Again, it is not difficult to conclude that when t2-t1 is less than period, d is a number less than 1, within which range the attenuation coefficient A decreases with increasing time interval, but the decrease is slower, then the base wn-1≈wn-1A means that the last presentation in the decay period will greatly affect the ranking of the presentation, with closer time distance the greater the effect.
At t2-t1 where d is a number greater than 1, greater than period, then the decay will accelerate and decay more rapidly.
Furthermore, the formula is recursive, i.e. the additional weight of the last access is not only related to the last access activity, but is related to each previous access, except that the longer the interval, the smaller the effect.
S24 comparing all the advertisement to be shown with the additional weight value of the second access time, determining and showing the advertisement to be shown according to the comparison result at the second access time
An additional weight value of the second access time can be obtained according to the calculation of the steps S22 and S23, and the additional weight value of the second access time is w in the step S23nA value of, and wnThe smaller the value of (c), the more preferentially the corresponding advertisement is shown. And adopt wnBecause of wnThe advertisement display process can be well reflected.
For example, in 360 mobile phone assistant software, the advertisement can be pushed by shaking, and each shaking is an access. The method comprises the steps that a user generates an access request every time the user shakes, the access request is sent to a server through a mobile terminal, the server records the access behavior of the user in kafka, the access behavior comprises specific access path, access time, access terminal and other information, a data processing device of the advertisement delivery system obtains access data generated by shaking of the user according to the data recorded in kafka, and the additional weight of the amount of the advertisement to be shown when the advertisement to be shown is accessed through shaking next time is calculated by combining the historical additional weight of the advertisement to be shown obtained from redis. And the server pushes the corresponding advertisement to be displayed to the mobile terminal according to the newly calculated additional weight of the next access, and the user can see the pushed advertisement on the mobile terminal.
Specifically, assuming that only two advertisements a and B are in the advertisement library to be displayed, and assuming that the initial weight w of the advertisement a is 1 and the initial weight of the advertisement B is 2, in one day (because the period is set to 1 day at present), it is basically possible to display B once after displaying a twice (calculated by substituting the above formula, the initial weight a is 1, display a, and then assume that there is one display after 1s, and the additional weight of a at this time is
Slightly less than 2, still show a, accessed again at this point, with a weighting about 3, then show B, and so on).
Assuming that the A-advertisement was visited once 100 days ago, the available attenuation factor is calculatedIs 0.9100Then it may be substantially ignored or ad a may be presented. Finally, the advertisement can be ensured to be displayed infrequently in a short time, and the influence of the historical condition is small in a long time after a certain period.
The above example assumes that only two advertisements to be shown are displayed, and the selection of the display of the advertisement is performed in the same manner in the case of the advertisement library to be shown having N advertisements.
With the scheme disclosed in this embodiment, the advertisement to be displayed can be selectively displayed according to the access habits of the user, and the process of selectively displaying is not only selected according to the initial weight, but also dynamically adjusts the additional weight of the advertisement according to the access habits of the user, so as to obtain the implemented displaying process.
EXAMPLE III
An advertisement delivery apparatus and an advertisement delivery system as shown in fig. 3 and 4, wherein
Advertisement push system includes server end, advertisement pusher and user side, and wherein, advertisement pusher includes:
the weight acquisition module is used for acquiring the additional weight of the first access time of each advertisement to be displayed, and acquiring the additional weight and the initial weight of the second time of the advertisement to be displayed, which are generated by the operation module;
the operation module is used for determining the additional weight of the second access time according to the time interval between the second access time and the first access time and the additional weight of the first access time;
and the comparison and judgment module is used for comparing the additional weight of the access time of all the advertisements to be displayed, the smaller the additional weight, the advertisements to be displayed are preferentially displayed, and when the numerical values of the additional weight values are the same, the advertisements to be displayed with the same numerical values of the additional weight values are randomly displayed.
The advertisement push system is built based on kafka and redis frameworks, user data is recorded in the kafka, and data generated by processing of the advertisement push device is recorded in the redis.
The user access behavior is generated, the log is recorded in kafka, and the operation module is used for recording the log in kafka obtains user data and obtains w from redisn-1Calculated to obtain wnThen, redis is updated, and the comparing and judging module obtains the w of the user from the redis inquirynAnd then determines advertisement presentation.
The system can reduce the data storage pressure of the user side, and integrates the releasing period of each advertisement, different weights of the advertisement and the displayed times in a server side uniform recording mode to realize the weighted uniform releasing of each advertisement.
Although the present invention has been described with reference to a preferred embodiment, it should be understood that various changes, substitutions and alterations can be made herein without departing from the spirit and scope of the invention as defined by the appended claims.
Claims (8)
1. The advertisement pushing method is characterized in that access operation of a terminal is received, a server obtains additional weight of an advertisement to be displayed in the next access according to access time and recorded access data, and pushing of the advertisement to be displayed next time is carried out according to the additional weight; the method comprises the following steps:
for each advertisement to be displayed, acquiring the additional weight of the first access time of the advertisement;
determining an additional weight of a second access time according to a time interval between the second access time and a first access time and an additional weight of the first access time, wherein the second access time is an access time after the first access time;
comparing the additional weighted values of the second access time of all the advertisements to be displayed, and determining and displaying the advertisements to be displayed according to the comparison result at the second access time;
determining the additional weight of the second access time according to the second access time, the first access time interval and the additional weight of the first access time comprises:
determining the additional weight of the advertisement to be displayed at the second access time by using a calculation formula, wherein the calculation formula is as follows:
wn＝w+wn-1*A；
wherein, wnAdditional weighting of the advertisement to be shown at the second access time, w, to be determinedn-1The additional weight of the advertisement to be displayed at the first access time, w is the initial weight of the advertisement; a is an attenuation coefficient that varies with the length of the time interval of the first access time and the second access time.
2. The advertisement pushing method according to claim 1, wherein the obtaining of the additional weight of the first access time of each advertisement to be shown further comprises:
and acquiring the initial weight of the advertisement to be displayed, wherein the initial weight is set by a server or an administrator and is used for determining the display priority of the advertisement to be displayed.
3. An advertisement push method according to claim 1, characterized in that the attenuation factor A is determined by the attenuation factor, the attenuation period and the access time interval of the advertisement, in particular,
the factor is an attenuation factor of the advertisement to be displayed, the period is an attenuation period of the advertisement to be displayed, and the first access time t1, the second access time t2, and t2-t1 are time intervals between the second access time and the first access time.
4. The advertisement pushing method according to claim 3, wherein the attenuation factor and the attenuation period of the advertisement to be shown are set by a system or a human, wherein the attenuation factor is a positive number less than or equal to 1, and the attenuation period is in seconds;
preferably, the decay factor is 0.9 and the decay period is 86400.
5. The advertisement pushing method according to any one of claims 1 to 4, wherein the comparing additional weight values of the second visit time of all the advertisements to be shown, and determining and showing the advertisements to be shown according to the comparison result at the second visit time comprises:
and comparing the numerical values of the additional weight values of the second access time of all the advertisements to be displayed, preferentially displaying the advertisements to be displayed with the numerical values of the smaller additional weight values, and randomly displaying the advertisements to be displayed with the numerical values of the same additional weight values when the numerical values of the additional weight values are the same.
6. An advertisement display frequency control system using the method according to any one of claims 1 to 5, wherein the system comprises a server side, an advertisement display frequency control device and a user side, wherein the advertisement display frequency control device comprises:
the weight acquisition module is used for acquiring the additional weight of the first access time of each advertisement to be displayed, and acquiring the additional weight and the initial weight of the second time of the advertisement to be displayed, which are generated by the operation module;
the operation module is used for determining the additional weight of the second access time according to the time interval between the second access time and the first access time and the additional weight of the first access time;
the comparison and judgment module is used for comparing the additional weight of the access time of all the advertisements to be displayed, the smaller the additional weight, the advertisements to be displayed are preferentially displayed, and when the numerical values of the additional weight values are the same, the advertisements to be displayed with the same numerical values of the additional weight values are randomly displayed;
the weight obtaining module is further configured to determine an additional weight of the advertisement to be displayed at the second access time by using a calculation formula, where the calculation formula is as follows:
wn＝w+wn-1*A；
wherein, wnAdditional weighting of the advertisement to be shown at the second access time, w, to be determinedn-1The additional weight of the advertisement to be displayed at the first access time, w is the initial weight of the advertisement; a is an attenuation coefficient that varies with the length of the time interval of the first access time and the second access time.
7. The advertisement display frequency control system according to claim 6, wherein the advertisement display frequency control system is constructed based on kafka and redis frameworks, the user data is recorded in kafka, and the data generated by the advertisement display frequency control device is processed and recorded in redis.
8. The advertisement display frequency control system according to claim 6 or 7, wherein the data generated by the advertisement display frequency control means is stored in the server side, the user side does not record the data, and the user side performs display according to the advertisement to be displayed determined by the advertisement display frequency control means.
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