CN110070377A - A kind of information flow targeted ads are bidded intelligent put-on method, apparatus and system - Google Patents
A kind of information flow targeted ads are bidded intelligent put-on method, apparatus and system Download PDFInfo
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- CN110070377A CN110070377A CN201810065650.2A CN201810065650A CN110070377A CN 110070377 A CN110070377 A CN 110070377A CN 201810065650 A CN201810065650 A CN 201810065650A CN 110070377 A CN110070377 A CN 110070377A
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0255—Targeted advertisements based on user history
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
- G06Q30/0275—Auctions
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0277—Online advertisement
Abstract
The embodiment of the present application shows a kind of information flow targeted ads and bids intelligent put-on method, apparatus and system.Method shown in the embodiment of the present application, the advertisement bid of target information stream advertisement is obtained in real time, the advertisement bid of competition information stream advertisement, according to the real-time advertisement bid for obtaining the advertisement of target information stream, the advertisement bid of competition information stream advertisement determines the ranking of the advertisement bid of target information stream advertisement, if the advertisement bid of the target information stream advertisement is not first, in the range of being less than CPC threshold value, the advertisement bid of the target information stream advertisement is made to adjust accordingly, in turn to the purpose for accurately instructing advertiser bid, effectively advertiser is avoided because the reasonability that advertisement bid is arranged is difficult to judge, advertiser is caused to miss the chance of advertisement dispensing.
Description
Technical field
The present invention relates to field of computer technology, in particular to a kind of information flow targeted ads are bidded intelligent put-on method,
Apparatus and system.
Background technique
Information Streaming Media is based on personalized recommendation engine technique, according to multiple dimensions such as the interest of each user, position
The personalized recommendation of progress, recommendation not only include news in the narrow sense, further include the money such as music, film, game, shopping
News.Information flow is called feed stream, is active push advertisement.The advertisement for being referred to as information flow on market at present is: Yong Hu
When using internet product (service) function, active push, and the primary advertisement together with product (service) function mixing.One
As be common in social media and information class product.At present many internet products (service) can with impression information stream advertisement,
It mainly include six major class: Domestic News class, social media, search engine, video class, browser, other content alliance, main generation
Table platform includes today's tops, microblogging, mobile phone Baidu, iqiyi.com, UC browser and WIFI skeleton key etc..
It is different from traditional advertising network (Ad Network), information flow advertisement is from advertisement transaction platform (Ad
Exchange) chance being exposed to advertisement is obtained by way of real time bid.Meanwhile in order to guarantee what advertisement was launched
Validity, for the exposure each time generated on media, inquire in real time each information flow advertisement to the advertisement bid of the exposure,
In general, what price went out is higher, and Ad Exchange rapidly sends the information flow advertisement to the browsing of user in a very short period of time
Device is shown.Each information flow advertiser is connected to after bid request decides whether dispensing of bidding within a few tens of milliseconds, and really
Determine bid advertisement bid；Then advertisement bid is sent back to Ad Exchange.If Ad Exchange determines that the information flow is wide
The secondary dispensing of winning the case is bidded, then the browser that the information flow advertisement is sent to rapidly user is shown in a very short period of time
Show.If whole process speed is slightly slow, Ad Exchange just will be considered that bid sound of the DSP time-out without receiving information flow advertisement
It answers, gray advertisement dispensing also will be unable to realize.
During information flow advertisement bidding shown in the prior art, each advertiser is ready that the price of investment is often difference
, similar with real bid when carrying out information flow advertisement dispensing and bidding, advertiser can all formulate each advertisement dispensing plan
Corresponding rule of bidding.When there is advertisement dispensing exposure, Ad Exchange obtains each gray advertisement bid, then leads to
The comparison for crossing advertisement bid, highest bidders of bidding are won, and using highest price as knock-down price.Assuming that 3 inside DSP1
Advertiser a, b, c simultaneously bid to an ad-request, and bid is followed successively by 10 points, 20 points, 25 points, then DSP1 will be considered that
The knock-down price 25 of advertiser c separately wins victory, and Ad Exchang very short time is interior to be sent to rapidly user the information flow advertisement of advertiser c
Browser shown.
The put-on method of information flow advertisement shown in the prior art, usually advertiser formulate advertisement according to the wish of oneself
The advertisement bid of dispensing, often advertiser is difficult to judge because of the reasonability that advertisement bid is arranged, and advertiser is caused to miss advertisement
The chance of dispensing.
Summary of the invention
Goal of the invention of the invention is to provide, to solve the wide putting mode of information flow shown in the prior art, advertiser
Because of the technical issues of being difficult to judge, advertiser is caused to miss the chance of advertisement dispensing to the reasonability of advertisement bid setting.
The embodiment of the present application first aspect shows a kind of information flow targeted ads and bids intelligent put-on method, the method packet
It includes:
Historical data is obtained, the historical data includes: that the orientation of target information stream advertisement promotes label, target information stream
Advertisement and, consumption data under the line of the target information stream advertisement；
According to consumption data under the line of the target information stream advertisement, the CPC threshold of the target information stream advertisement is calculated
Value；
The dispensing data of target information stream advertisement are obtained in real time, and the dispensing data include: that each target information stream is wide
The advertisement bid of announcement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and, competition information stream is wide
The advertisement bid of announcement, adjusts the advertisement bid of the target information stream advertisement, and the orientation of the competition information stream advertisement promotes mark
It signs identical as the orientation of target information stream advertisement popularization label.
Selectable, it is wide to calculate the target information stream for consumption data under the line according to target information stream advertisement
The step of CPC threshold value of announcement includes:
It obtains according to consumption data under the line of target information stream advertisement, consumption data under the line of the target information stream advertisement
It include: the consumption income ratio of the clue amount of the target information stream advertisement, and, the conversion ratio of clue amount；
According to the consumption income ratio of the clue amount of the target information stream advertisement, and, the conversion ratio of the clue amount, meter
Calculate the CPC threshold value of the target information stream advertisement.
Selectable, the real-time dispensing data for obtaining the advertisement of target information stream, the dispensing data include: each
The advertisement bid of target information stream advertisement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and,
The advertisement bid of competition information stream advertisement, the step of adjusting the advertisement bid of the target information stream advertisement include:
The dispensing data of target information stream advertisement, the dispensing data further include: target information stream advertisement are obtained in real time
Click volume；
Based on the click volume of the target information stream advertisement, the adjustment period of the target information stream advertisement is determined；
According to the adjustment period of the target information stream advertisement, the advertisement bid of competition information stream advertisement, and, it is described
CPC threshold value adjusts the advertisement bid of the target information stream advertisement.
Selectable, the real-time dispensing data for obtaining the advertisement of target information stream, the dispensing data include: each
The advertisement bid of target information stream advertisement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and,
The advertisement bid of competition information stream advertisement, the step of adjusting the advertisement bid of the target information stream advertisement include:
The dispensing data of target information stream advertisement, the dispensing data further include: target information stream advertisement are obtained in real time
Advertisement bid ranking；
Whether the ranking for judging the advertisement bid of target information stream advertisement is first or first appears on advertisement position, described
Whether the advertisement bid of target information stream advertisement is less than CPC threshold value；
If the ranking of the advertisement bid of target information stream advertisement be not first or the information flow advertisement can't not be for the first time
On present advertisement position, and the advertisement bid of the target information stream advertisement is less than CPC threshold value, gradually adjusts the target information stream
The advertisement bid of advertisement；
If the ranking of the advertisement bid of target information stream advertisement be not first or the information flow advertisement can't not be for the first time
On present advertisement position, and the advertisement bid of the target information stream advertisement is greater than CPC threshold value, and a step is wide by the target information stream
The advertisement bid of announcement is adjusted to adjustment threshold value.
Selectable, the step of advertisement bid for gradually adjusting the target information stream advertisement, includes:
Ranking target information stream advertisement based on the advertisement bid, and, the advertisement of the target information stream advertisement goes out
The difference of valence and the CPC threshold value determines the adjustment stride of the advertisement bid of the target information stream advertisement；
Based on the adjustment stride, the advertisement bid of the target information stream advertisement is gradually adjusted.
The embodiment of the present application second aspect shows a kind of information flow targeted ads and bids intelligent delivery device, described device packet
It includes:
Historical data acquiring unit, for obtaining historical data, the historical data includes: determining for target information stream advertisement
To promote label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；
CPC threshold computation unit calculates the mesh for consumption data under the line according to the target information stream advertisement
Mark the CPC threshold value of information flow advertisement；
Adjustment unit, for obtaining the dispensing data of target information stream advertisement in real time, the dispensing data include: each
The advertisement bid of target information stream advertisement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and,
The advertisement bid of competition information stream advertisement adjusts the advertisement bid of the target information stream advertisement, the competition information stream advertisement
Orientation to promote the orientation popularization label of label and the target information stream advertisement identical.
Selectable, the CPC threshold computation unit includes:
Data capture unit under line, for obtaining consumption data under the line according to target information stream advertisement, the target letter
Consumption data includes: the consumption income ratio of the clue amount of the target information stream advertisement under the line of breath stream advertisement, and, clue amount
Conversion ratio；
CPC threshold calculations subelement, for the consumption income ratio according to the clue amount of the target information stream advertisement, with
And the conversion ratio of the clue amount, calculate the CPC threshold value of the target information stream advertisement.
Selectable, the adjustment unit includes:
First launches data capture unit, for obtaining the dispensing data of target information stream advertisement, the dispensing in real time
Data further include: the click volume of target information stream advertisement；
It adjusts period determination unit and determines the target information for the click volume based on the target information stream advertisement
Flow the adjustment period of advertisement；
The first adjustment unit, for the adjustment period according to the target information stream advertisement, competition information stream advertisement it is wide
Bid is accused, and, the CPC threshold value adjusts the advertisement bid of the target information stream advertisement.
Selectable, the adjustment unit includes:
Second adjustment data capture unit, for obtaining the dispensing data of target information stream advertisement, the dispensing in real time
Data further include: the ranking of the advertisement bid of target information stream advertisement；
Judging unit, for judging whether the ranking of advertisement bid of target information stream advertisement is first or first appears
On advertisement position, whether the advertisement bid of the target information stream advertisement is less than CPC threshold value；
Gradually adjustment unit, if the ranking of the advertisement bid for target information stream advertisement is not first or the information
Stream advertisement is not to first appear on advertisement position, and the advertisement bid of the target information stream advertisement is less than CPC threshold value, gradually adjusts
The advertisement bid of the whole target information stream advertisement；
One successive step unit, if the ranking of the advertisement bid for target information stream advertisement is not first or the information
Stream advertisement is not to first appear on advertisement position, and the advertisement bid of the target information stream advertisement is greater than CPC threshold value, and a step will
The advertisement bid of the target information stream advertisement is adjusted to adjustment threshold value.
Selectable, the gradually adjustment unit includes:
Stride determination unit is adjusted, for the ranking target information stream advertisement based on the advertisement bid, and, the mesh
The advertisement bid of information flow advertisement and the difference of the CPC threshold value are marked, determines the advertisement bid of the target information stream advertisement
Adjust stride；
Subelement is gradually adjusted, for being based on the adjustment stride, gradually adjusts the advertisement of the target information stream advertisement
Bid.
The embodiment of the present application third aspect shows a kind of information flow targeted ads and bids intelligent jettison system, the system packet
It includes:
Application platform server, the data storage server being connected with the application platform server, the data are deposited
Storage server is arranged inside the Platform Server or is independently arranged, and the application platform server passes through internet and terminal
It is connected；
The terminal, the display for advertisement；
The application platform server, for obtaining historical data, the historical data includes: target information stream advertisement
Orientation promote label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；
According to consumption data under the line of the target information stream advertisement, the CPC threshold of the target information stream advertisement is calculated
Value；
The dispensing data of target information stream advertisement are obtained in real time, and the dispensing data include: that each target information stream is wide
The advertisement bid of announcement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and, competition information stream is wide
The advertisement bid of announcement, adjusts the advertisement bid of the target information stream advertisement, and the orientation of the competition information stream advertisement promotes mark
It signs identical as the orientation of target information stream advertisement popularization label；
The data storage server, the storage for related data.
The embodiment of the present application fourth aspect shows a kind of server, comprising:
One or more processors；
Memory, for storing one or more programs；
When one or more of programs are executed by one or more of processors, so that one or more of processing
The method that device realizes the embodiment of the present application crucial point.
From the above technical scheme, the embodiment of the present application shows a kind of information flow targeted ads and bids intelligence dispensing side
Method, apparatus and system, method include: acquisition historical data, and the historical data includes: that the orientation of target information stream advertisement is promoted
Label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；It is wide according to the target information stream
Consumption data under the line of announcement calculates the CPC threshold value of the target information stream advertisement；The advertisement of target information stream is obtained in real time
Data are launched, the dispensing data include: the advertisement bid of each target information stream advertisement, and, competition information stream advertisement
Advertisement bid, according to the CPC threshold value, and, the advertisement bid of competition information stream advertisement adjusts the target information stream advertisement
Advertisement bid, the orientation that the orientation of the competition information stream advertisement promotes label and the target information stream advertisement promotes label
It is identical.Method shown in the embodiment of the present application obtains the advertisement bid of target information stream advertisement, competition information stream advertisement in real time
Advertisement bid, according to the real-time advertisement bid for obtaining the advertisement of target information stream, the advertisement bid of competition information stream advertisement is true
Set the goal information flow advertisement advertisement bid ranking, if the advertisement bid of the target information stream advertisement is not first,
In the range of being less than CPC threshold value, the advertisement bid of the target information stream advertisement is made to adjust accordingly, and then to accurately
The purpose of advertiser bid is instructed, advertiser is effectively avoided because the reasonability that advertisement bid is arranged is difficult to judge, causes
Advertiser misses the chance of advertisement dispensing.
Detailed description of the invention
It in order to more clearly explain the embodiment of the invention or the technical proposal in the existing technology, below will be to institute in embodiment
Attached drawing to be used is needed to be briefly described, it should be apparent that, the accompanying drawings in the following description is only some implementations of the invention
Example, for those of ordinary skill in the art, without creative efforts, can also obtain according to these attached drawings
Obtain other attached drawings.
Fig. 1-1 is that a kind of information flow targeted ads for exemplifying are preferably implemented according to one to bid the structure of intelligent jettison system
Block diagram；
Fig. 1-2 is the knot of intelligent jettison system of being bidded according to a kind of information flow targeted ads shown in another preferred embodiment
Structure block diagram；
Fig. 2 is that a kind of information flow targeted ads for exemplifying are preferably implemented according to one to bid the process of intelligent put-on method
Figure；
Fig. 3 is the flow chart that the step S102 exemplified is preferably implemented according to one；
Fig. 4 is the flow chart that the step S103 exemplified is preferably implemented according to one；
Fig. 5 is the flow chart according to the step S103 shown in another preferred embodiment；
Fig. 6 is the flow chart that the step S10323 exemplified is preferably implemented according to one；
Fig. 7 is preferably implemented a kind of information flow targeted ads for exemplifying according to one and bids the structural frames of intelligent delivery device
Figure；
Fig. 8 is the structural block diagram that the CPC threshold computation unit exemplified is preferably implemented according to one；
Fig. 9 is the structural block diagram that the adjustment unit exemplified is preferably implemented according to one；
Figure 10 is the structural block diagram according to the adjustment unit shown in another preferred embodiment；
Figure 11 is the structural block diagram that the gradually adjustment unit exemplified is preferably implemented according to one；
Figure 12 is that a kind of server exemplified is preferably implemented according to one.
Specific embodiment
Following will be combined with the drawings in the embodiments of the present invention, and technical solution in the embodiment of the present invention carries out clear, complete
Whole description, it is clear that described embodiments are only a part of the embodiments of the present invention, instead of all the embodiments.It is based on
Embodiment in the present invention, it is obtained by those of ordinary skill in the art without making creative efforts every other
Embodiment shall fall within the protection scope of the present invention.
In the description of the present invention, it should be noted that term " center ", "upper", "lower", "left", "right", "vertical",
The orientation or positional relationship of the instructions such as "horizontal", "inner", "outside" be based on the orientation or positional relationship shown in the drawings, merely to
Convenient for describing the description of simplification of the invention, rather than the device or component of indication or suggestion meaning must have a particular orientation,
It is constructed and operated in a specific orientation, therefore is not considered as limiting the invention.In addition, term " first ", " second ",
" third " is used for descriptive purposes only and cannot be understood as indicating or suggesting relative importance.Wherein, term " first position " and
" second position " is two different positions.
In the description of the present invention it should be noted that unless otherwise clearly defined and limited, term " installation ", " phase
Even ", " connection " shall be understood in a broad sense, for example, it may be being fixedly connected, may be a detachable connection, or be integrally connected；It can
To be mechanical connection, it is also possible to be electrically connected；It can be directly connected, can also can be indirectly connected through an intermediary
The connection of two component internals.For the ordinary skill in the art, above-mentioned term can be understood at this with concrete condition
Concrete meaning in invention.
Embodiment 1:
The put-on method of information flow advertisement shown in the prior art, usually advertiser formulate advertisement according to the wish of oneself
The advertisement bid of dispensing, often advertiser is difficult to judge because of the reasonability that advertisement bid is arranged, and advertiser is caused to miss advertisement
The chance of dispensing.
For solve the above problems, the embodiment of the present application shows a kind of information flow targeted ads and bids intelligent jettison system；
Fig. 1-1 is please referred to, and, Fig. 1-2；
Application platform server 31, the data storage server 32 being connected with the application platform server 31 are described
The setting of data storage server 32 is in 31 inside of Platform Server or is independently arranged, and the application platform server 31 passes through
Internet is connected with the terminal 33；
The terminal 33, the display for advertisement.
Terminal 33 shown in the embodiment of the present application is the equipment for being in network outermost in computer network, is mainly used for
Input and the output of processing result of user information etc..Mobile terminal shown in the prior art is such as: mobile phone, PAD are in this Shen
It please be in the protection scope of embodiment.
The application platform server 31 obtains historical data for (1), and the historical data includes: target information stream
The orientation of advertisement promotes label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；
(2) according to consumption data under the line of the target information stream advertisement, the CPC of the target information stream advertisement is calculated
Threshold value；
(3) the dispensing data of target information stream advertisement are obtained in real time, and the dispensing data include: each target information stream
The advertisement bid of advertisement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and, competition information stream
The advertisement bid of advertisement, adjusts the advertisement bid of the target information stream advertisement, and the orientation of the competition information stream advertisement is promoted
Label is identical as the orientation of target information stream advertisement popularization label；
Application platform server 31 shown in the embodiment of the present application is provided a kind of simple and can be managed for web application
The access mechanism to system resource.Application platform server 31 also provides rudimentary service, such as the realization sum number of http protocol
According to library connection management.Servlet container is only a part of application server.Other than Servlet container, application platform clothes
Business device 31 it is also possible to provide other Java EE (Enterprise Edition) component, such as Enterprise Java Bean container, JNDI server with
And JMS service device etc..
The data storage server 32, the storage for related data.
Data storage server 32 shown in the embodiment of the present application is configured to carry out multiple functions, as it can be used as number
According to storage server, printing server, application database server, Web server, it might even be possible to be collect the above multiple functions in
All over the body.It is worth noting that the data storage server 32 shown in the embodiment of the present application is provided with quick processor chips, ratio
More RAM and enough internal disk spaces, to cope with the application allotment demand that terminal user is likely to occur at any time.
System shown in the embodiment of the present application, the advertisement that application platform server obtains target information stream advertisement in real time go out
Valence, the advertisement bid of competition information stream advertisement, according to the real-time advertisement bid for obtaining the advertisement of target information stream, competition information stream
The advertisement bid of advertisement determines the ranking of the advertisement bid of target information stream advertisement, if the advertisement of the target information stream advertisement
When bid is not first, in the range of being less than CPC threshold value, the advertisement bid of the target information stream advertisement is made with corresponding
Adjustment, and then to the purpose for accurately instructing advertiser bid, it is reasonable because advertisement bid is arranged effectively to avoid advertiser
Property be difficult to judge, cause advertiser miss advertisement dispensing chance.
Embodiment 2:
It please refers to Fig. 2 the embodiment of the present application second aspect a kind of information flow targeted ads is shown and bid intelligent put-on method；
S101 obtains historical data, and the historical data includes: that the orientation of target information stream advertisement promotes label, target letter
Breath stream advertisement and, consumption data under the line of the target information stream advertisement；
S102 calculates the target information stream advertisement according to consumption data under the line of the target information stream advertisement
CPC threshold value；
Usual each advertisement obtains clue amount information experience from being shown to, and bid advertisement shows-and user clicks advertisement-flow
Excellent letter-and conversion business clues (actively make a phone call and seek advice from/leave personal information)；A similar funnel is converted, is converted each time
All exist and lose, from showing advertisement to conversion business clues, passes through the length of consumption data under the line to each information flow advertisement
Phase accumulation analysis, by every, the income retrospectively calculate of advertisement goes out advertisement highest and clicks price (CPC threshold value).
S103 obtains the dispensing data of target information stream advertisement in real time, and the dispensing data include: each target information
The advertisement bid of advertisement is flowed, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and, competition information
The advertisement bid for flowing advertisement, adjusts the advertisement bid of the target information stream advertisement.
Wherein, the orientation of the competition information stream advertisement promotes label and the orientation of the target information stream advertisement promotes mark
It signs identical.
Method shown in the embodiment of the present application obtains the advertisement bid of target information stream advertisement, competition information stream in real time
The advertisement bid of advertisement, according to the real-time advertisement bid for obtaining the advertisement of target information stream, the advertisement of competition information stream advertisement goes out
Valence determines the ranking of the advertisement bid of target information stream advertisement, if the advertisement bid of the target information stream advertisement is not first
When, in the range of being less than CPC threshold value, the advertisement bid of the target information stream advertisement is made to adjust accordingly, and then arrives
The purpose of advertiser bid is accurately instructed, effectively avoids advertiser because the reasonability that advertisement bid is arranged is difficult to judge,
Advertiser is caused to miss the chance of advertisement dispensing.
Embodiment 3:
In order to further ensure the accuracy that the method shown in the embodiment of the present application adjusts CPC value, the embodiment of the present application
The calculation method for showing a kind of CPC threshold value, specifically, please referring to Fig. 3:
Embodiment 3 has similar step to the technical solution shown in embodiment 2, only difference is that embodiment 2 is shown
In technical solution out, step S102 includes the following steps:
S1021 is obtained according to consumption data under the line of target information stream advertisement, is disappeared under the line of the target information stream advertisement
Expense data include: the consumption income ratio of the clue amount of the target information stream advertisement, and, the conversion ratio of clue amount；
S1022 according to the consumption income ratio of the clue amount of the target information stream advertisement, and, the conversion of the clue amount
Rate calculates the CPC threshold value of the target information stream advertisement.
Wherein, consumption income ratio is that every clue can be to advertiser's bring income；
Business side passes through the data consumed under search engine bring clue to line, by the data consumed under line, calculates
Each gray CPC threshold value out.
Method shown in the embodiment of the present application carries out data collection first, the api interface provided by search engine backstage,
The historical data of daily timing acquisition yesterday, the historical data include showing, are clicked, consumption, quality degree, the letter such as material ID
Breath, the information such as the clue amount of corresponding informance stream advertisement are then obtained by background management system, obtain letter by the synthesis of the two
Advertisement one day clue amount of breath stream and each actual consumption income ratio (i.e. consumption data under line) of click, as calculating CPC threshold
The foundation of value.
For example, certain information flow advertisement it is every display one time 2 yuan, show 50 times consumption 100 yuan can be converted into a clue,
Then clue cost=100 yuan, conversion ratio are 2%；
By the accumulation of mass data, statistic bias is corrected repeatedly and counts the conversion ratio to tend towards stability；Business side passes through
The data consumed under search engine bring clue to line calculate, and calculate the consumption income of each clue than controlling at 300 yuan
Inside then excellent communication service is acceptable；
It is so calculated by the consumption income ratio of clue, constant conversion, the information flow advertisement is every to show once wide
Accusing bid is 6 yuan, is the acceptable ceiling price of the advertiser, then defining the CPC threshold value that 6 yuan are the information flow advertisement；
A certain information flow advertisement is calculated by the statistics to historical data in method shown in the embodiment of the present application
Consumption data under line corrects statistic bias repeatedly and counts the conversion ratio to tend towards stability, and with the consumption of conversion ratio and clue receipts
Benefit guarantees that the embodiment of the present application shows the accuracy of the calculated CPC threshold value of method, adopts than the calculation basis as CPC threshold value
Adjustment foundation of the CPC threshold value that the technical solution shown in the embodiment of the present application is calculated as CPC value, it is ensured that advertiser
To the accuracy of CPC value adjustment.
Embodiment 4:
Side in order to further enhance the applicability of the price adjustment method shown in the embodiment of the present application, shown in the embodiment of the present application
Method has made further restriction to the frequency of price adjustment.
Please refer to Fig. 4；
Technical solution and embodiment 2 shown in embodiment 4 or the technical solution shown in embodiment 3 have similar step
Only difference is that in embodiment 2 or technical solution shown in embodiment 3, step S103 the following steps are included:
S10311 obtains the dispensing data of target information stream advertisement, the dispensing data further include: target information in real time
Flow the click volume of advertisement；
Click volume of the S10312 based on the target information stream advertisement determines the adjustment week of the target information stream advertisement
Phase；
Adjustment period of the S10313 according to the target information stream advertisement, the advertisement bid of competition information stream advertisement, and,
The CPC threshold value adjusts the advertisement bid of the target information stream advertisement.
The adjustment period of information flow advertisement shown in the embodiment of the present application, according to information flow advertisement average click in nearly three days
Amount calculates the adjustment period of each target information stream advertisement, and the minimum period is 30 minutes, and maximum cycle is 750 minutes.
For example, the click volume of information flow advertisement 1 nearest 3 day can achieve 10000, illustrate to open up information flow advertisement 1
Show to user, can go out obtain more click volumes in user, if having more users in multimedia show information flow advertisement 1
It finally leaves a clue in the advertising platform of excellent letter used car, also illustrates that information flow advertisement 1 can be to excellent letter used car advertising platform
Bigger income is brought, it is 30 minutes every in the case, an adjustment is made to the advertisement bid of information flow advertisement 1, it is ensured that letter
Breath stream advertisement 1 obtains more chances for exposure, and bigger interests are brought to corresponding advertiser.
The click volume of information flow advertisement 2 nearest 3 days can achieve 100, if had in multimedia show information flow advertisement 1
Less user finally leaves a clue in the advertising platform of excellent letter used car, and information flow advertisement 2 can give excellent letter used car advertisement
Platform brings less income；The adjustment period of the advertisement bid of information flow advertisement 1 can be expanded at this time.Every 750 minutes, to letter
The advertisement bid of breath stream advertisement 2 is made to adjust accordingly.
The budget allocation strategy in the case where cost is fixed, the changing effect good information flow advertisement adjustment period is shorter, can
To guarantee that the big advertisement of click volume is put into more, launches arrive marginal value as far as possible；The small information flow advertisement of residual purchase click volume,
Oriented approach at high cost, and then in the case where arrival consumer budget fixation, most sale lines is obtained with most reasonable cost
Rope.
Method shown in the embodiment of the present application has done further restriction to the adjustment period of advertisement bid, for clicking
The adjustment period for measuring bigger information flow advertisement is shorter, otherwise the adjustment period is longer, using the method shown in the embodiment of the present application,
Suitable for from the adjustment of the information flow advertisement bid of different click volumes, enhance the applicability that the embodiment of the present application shows method,
Guarantee that advertiser obtains bigger interests.
Embodiment 5:
In order to further enhance the applicability of the price adjustment method shown in the embodiment of the present application, guarantee that advertiser gets maximum
Interests, the method shown in the embodiment of the present application made further restriction to the method for price adjustment.
Referring to Fig. 5, in embodiment 2 or technical solution shown in embodiment 3 step S103 the following steps are included:
S10321 obtains the dispensing data of target information stream advertisement, the dispensing data further include: target information in real time
Flow the ranking of the advertisement bid of advertisement；
S10322 judges whether the ranking of the advertisement bid of target information stream advertisement is first or first appears in advertisement position
On, whether the advertisement bid of the target information stream advertisement is less than CPC threshold value；
If the ranking of the advertisement bid of target information stream advertisement be not first or the information flow advertisement can't not be for the first time
On present advertisement position, and the advertisement bid of the target information stream advertisement is less than CPC threshold value, and S10323 gradually adjusts the target
The advertisement bid of information flow advertisement；
If the ranking of the advertisement bid of target information stream advertisement be not first or the information flow advertisement can't not be for the first time
On present advertisement position, and the advertisement bid of the target information stream advertisement is greater than CPC threshold value, and mono- step of S10324 believes the target
The advertisement bid of breath stream advertisement is adjusted to adjustment threshold value.
The ranking of the advertisement bid of target information stream advertisement is not first, and the advertisement bid of target information stream advertisement with
CPC threshold value deviates, at this point, target information stream advertisement, cannot expose in multimedia, is just needed at this time to the wide of information flow advertisement
Bid is accused to make to adjust, so that the advertisement bid of gray information flow advertisement is under the premise of meeting CPC threshold value, information flow
The ranking of the advertisement bid of advertisement is forward as far as possible, strives for ranking the first, and strives for the chance of exposure for the advertisement of target information stream, helps
Advertiser obtains more interests.
Method shown in the embodiment of the present application goes out the advertisement of information flow advertisement using the price adjustment mode of " slowing down liter fastly "
Valence is readjusted prices, specifically, if the advertisement bid of the gray information flow advertisement is less than CPC threshold value, based on adjustment week
Phase gradually adjusts the advertisement bid of the gray information flow advertisement；
In general, by 26 minutes, slow rise can obtain clock the ranking feedback after bid in the case where guaranteeing ranking in a measure
To accurate bid, cost is controlled；
If the advertisement bid of the gray information flow advertisement is greater than CPC threshold value, a step is by the gray letter
The advertisement bid of breath stream advertisement is adjusted to adjustment threshold value.
When machine, which judges that present bidding is excessively high, need to make a price reduction control cost, then bid is quickly dropped to some can
The numerical value of receiving, i.e. adjustment threshold value, adjustment threshold value can be depending on the demand of advertisement.
Embodiment 6:
Referring to Fig. 6, in technical solution shown in embodiment 5 step S20323 the following steps are included:
Ranking target information stream advertisement of the S103231 based on the advertisement bid, and, the target information stream advertisement
The difference of advertisement bid and the CPC threshold value determines the adjustment stride of the advertisement bid of the target information stream advertisement；
S103232 is based on the adjustment stride, gradually adjusts the advertisement bid of the target information stream advertisement.
Under normal conditions, the advertisement bid of information flow advertisement and the difference of the CPC threshold value are bigger, information flow advertisement it is wide
The ranking for accusing bid more rearward, it is bigger to adjust stride.
For example, such as information flow advertisement 1, Current ad bids 2 yuan to be number three, 6.2 yuan of CPC threshold value, by by
Step valence is readjusted prices 1 point of every time, after the advertisement bid of information flow advertisement is adjusted to 2.75 yuan, finds ranking first, then
No longer readjust prices.
Such as information flow advertisement 2,1.8 yuan of rankings the 15th of present bidding, 6.2 yuan of CPC threshold value, by gradually readjusting prices every time
After the advertisement bid of information flow advertisement is adjusted to 2.80 yuan by 2 points of of readjusting prices, finds ranking first, then no longer readjust prices.
According to the basic principle risen is slowed down fastly, the advertisement bid for information flow advertisement is more than CPC threshold value for adjustment in real time
Information flow advertisement, is made a price reduction with prestissimo, and the amplitude of price reduction is more than threshold value according to the adjustment period of information flow advertisement and CPC
Depending on amplitude.The case where for being greater than 0.92 times of CPC threshold value, being less than CPC threshold value, neither rises valence nor makes a price reduction, for being less than
When 0.92 CPC threshold value, a liter valence operation is carried out, the amplitude for rising valence is less than the feelings of threshold value according to the ranking and CPC of information flow advertisement
Condition determines.Ranking is lower, and CPC is relatively smaller, it is bigger to rise valence amplitude, otherwise liter valence amplitude is smaller.
Embodiment 7:
The embodiment of the present application third aspect shows a kind of information flow targeted ads and bids intelligent delivery device, referring to Fig. 7,
Described device includes:
Historical data obtains single 21, and for obtaining historical data, the historical data includes: determining for target information stream advertisement
To promote label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；
CPC threshold computation unit 22 calculates described for consumption data under the line according to the target information stream advertisement
The CPC threshold value of target information stream advertisement；
Adjustment unit 23, for obtaining the dispensing data of target information stream advertisement in real time, the dispensing data include: every
The advertisement bid of a target information stream advertisement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, with
And the advertisement bid of competition information stream advertisement, the advertisement bid of the target information stream advertisement is adjusted, the competition information stream is wide
It is identical as the orientation of target information stream advertisement popularization label that the orientation of announcement promotes label
Embodiment 8:
Please refer to Fig. 8；
CPC threshold computation unit 22 includes: in technical solution shown in embodiment 7
Data capture unit 221 under line, for obtaining consumption data under the line according to target information stream advertisement, the target
Consumption data includes: the consumption income ratio of the clue amount of the target information stream advertisement under the line of information flow advertisement, and, clue
The conversion ratio of amount；
CPC threshold calculations subelement 222, for the consumption income ratio according to the clue amount of the target information stream advertisement,
And the conversion ratio of the clue amount, calculate the CPC threshold value of the target information stream advertisement.
Embodiment 9:
Please refer to Fig. 9；
Adjustment unit 23 described in technical solution shown in embodiment 7 or embodiment 8 includes:
First launches data capture unit 2311, described for obtaining the dispensing data of target information stream advertisement in real time
Launch data further include: the click volume of target information stream advertisement；
It adjusts period determination unit 2312 and determines the target for the click volume based on the target information stream advertisement
The adjustment period of information flow advertisement；
The first adjustment unit 2313, for the adjustment period according to the target information stream advertisement, competition information stream advertisement
Advertisement bid, and, the CPC threshold value adjusts the advertisement bid of the target information stream advertisement.
Embodiment 10:
Please refer to Figure 10:
Adjustment unit 23 described in technical solution shown in embodiment 7 or embodiment 8 includes:
Second adjustment data capture unit 2321, it is described for obtaining the dispensing data of target information stream advertisement in real time
Launch data further include: the ranking of the advertisement bid of target information stream advertisement；
Judging unit 2322, for judging whether the ranking of advertisement bid of target information stream advertisement is first or goes out for the first time
On present advertisement position, whether the advertisement bid of the target information stream advertisement is less than CPC threshold value；
Gradually adjustment unit 2323, if the ranking of the advertisement bid for target information stream advertisement is not first or described
Information flow advertisement is not to first appear on advertisement position, and the advertisement bid of the target information stream advertisement is less than CPC threshold value, by
The advertisement bid of target information stream advertisement described in successive step；
One successive step unit 2324, if the ranking of the advertisement bid for target information stream advertisement is not first or described
Information flow advertisement be not first appear on advertisement position, and the advertisement bid of the target information stream advertisement be greater than CPC threshold value, one
The advertisement bid of the target information stream advertisement is adjusted to adjustment threshold value by step.
Embodiment 11:
Figure 11 is please referred to,
In technical solution shown in embodiment 10, gradually adjustment unit 2323 includes:
Stride determination unit 23231 is adjusted, for the ranking target information stream advertisement based on the advertisement bid, and,
The difference of the advertisement bid of the target information stream advertisement and the CPC threshold value determines the advertisement of the target information stream advertisement
The adjustment stride of bid；
Subelement 23232 is gradually adjusted, for being based on the adjustment stride, gradually adjusts the target information stream advertisement
Advertisement bid.
The embodiment of the present application fourth aspect shows the embodiment of the present application fourth aspect and shows a kind of server, comprising:
One or more processors 41；
Memory 42, for storing one or more programs；
When one or more of programs are executed by one or more of processors 41, so that one or more of places
Manage the method that device 41 realizes the embodiment of the present application crucial point.
From the above technical scheme, the embodiment of the present application shows a kind of information flow targeted ads and bids intelligence dispensing side
Method, apparatus and system, method include: acquisition historical data, and the historical data includes: that the orientation of target information stream advertisement is promoted
Label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；It is wide according to the target information stream
Consumption data under the line of announcement calculates the CPC threshold value of the target information stream advertisement；The advertisement of target information stream is obtained in real time
Data are launched, the dispensing data include: the advertisement bid of each target information stream advertisement, and, competition information stream advertisement
Advertisement bid, according to the CPC threshold value, and, the advertisement bid of competition information stream advertisement adjusts the target information stream advertisement
Advertisement bid, the orientation that the orientation of the competition information stream advertisement promotes label and the target information stream advertisement promotes label
It is identical.Method shown in the embodiment of the present application obtains the advertisement bid of target information stream advertisement, competition information stream advertisement in real time
Advertisement bid, according to the real-time advertisement bid for obtaining the advertisement of target information stream, the advertisement bid of competition information stream advertisement is true
Set the goal information flow advertisement advertisement bid ranking, if the advertisement bid of the target information stream advertisement is not first,
In the range of being less than CPC threshold value, the advertisement bid of the target information stream advertisement is made to adjust accordingly, and then to accurately
The purpose of advertiser bid is instructed, advertiser is effectively avoided because the reasonability that advertisement bid is arranged is difficult to judge, causes
Advertiser misses the chance of advertisement dispensing.
Those skilled in the art after considering the specification and implementing the invention disclosed here, will readily occur to its of the application
Its embodiment.This application is intended to cover any variations, uses, or adaptations of the application, these modifications, purposes or
Person's adaptive change follows the general principle of the application and including the undocumented common knowledge in the art of the application
Or conventional techniques.The description and examples are only to be considered as illustrative, and the true scope and spirit of the application are by following
Claim is pointed out.
It should be understood that the application is not limited to the precise structure that has been described above and shown in the drawings, and
And various modifications and changes may be made without departing from the scope thereof.Scope of the present application is only limited by the accompanying claims.
It is worth noting that, in the specific implementation, the application also provides a kind of computer storage medium, wherein the computer
Storage medium can be stored with program, which may include the service providing method or use of user identity provided by the present application when executing
Step some or all of in each embodiment of family register method.The storage medium can be magnetic disk, CD, read-only storage note
Recall body (English: read-only memory, abbreviation: ROM) or random access memory (English: random access
Memory, referred to as: RAM) etc..
It is required that those skilled in the art can be understood that the technology in the embodiment of the present application can add by software
The mode of general hardware platform realize.Based on this understanding, the technical solution in the embodiment of the present application substantially or
Say that the part that contributes to existing technology can be embodied in the form of software products, which can deposit
Storage is in storage medium, such as ROM/RAM, magnetic disk, CD, including some instructions are used so that computer equipment (can be with
It is personal computer, server or the network equipment etc.) execute certain part institutes of each embodiment of the application or embodiment
The method stated.
Same and similar part may refer to each other between each embodiment in this specification.Especially for user identity
Service providing apparatus or user's registration device embodiment for, since it is substantially similar to the method embodiment, thus description
Comparison it is simple, related place is referring to the explanation in embodiment of the method.
Above-described the application embodiment does not constitute the restriction to the application protection scope.
Those skilled in the art after considering the specification and implementing the invention disclosed here, will readily occur to its of the application
Its embodiment.This application is intended to cover any variations, uses, or adaptations of the application, these modifications, purposes or
Person's adaptive change follows the general principle of the application and including the undocumented common knowledge in the art of the application
Or conventional techniques.The description and examples are only to be considered as illustrative, and the true scope and spirit of the application are by following
Claim is pointed out.
It should be understood that the application is not limited to the precise structure that has been described above and shown in the drawings, and
And various modifications and changes may be made without departing from the scope thereof.Scope of the present application is only limited by the accompanying claims this
Field technical staff after considering the specification and implementing the invention disclosed here, will readily occur to other embodiment party of the invention
Case.This application is intended to cover any variations, uses, or adaptations of the invention, these modifications, purposes or adaptability
Variation follows general principle of the invention and including the undocumented common knowledge or usual skill in the art of the present invention
Art means.The description and examples are only to be considered as illustrative, and true scope and spirit of the invention are by following claim
It points out.
It should be understood that the present invention is not limited to the precise structure already described above and shown in the accompanying drawings, and
And various modifications and changes may be made without departing from the scope thereof.The scope of the present invention is limited only by the attached claims.
Claims (12)
- The intelligent put-on method 1. a kind of information flow targeted ads are bidded, which is characterized in that the described method includes:Historical data is obtained, the historical data includes: that the orientation of target information stream advertisement promotes label, target information stream advertisement And consumption data under the line of the target information stream advertisement；According to consumption data under the line of the target information stream advertisement, the CPC threshold value of the target information stream advertisement is calculated；The dispensing data of target information stream advertisement are obtained in real time, and the dispensing data include: each target information stream advertisement Advertisement bid, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and, competition information stream advertisement Advertisement bid, adjusts the advertisement bid of the target information stream advertisement, the orientation of the competition information stream advertisement promote label with It is identical that the orientation of the target information stream advertisement promotes label.
- 2. the method according to claim 1, wherein consuming number under the line according to target information stream advertisement Include: according to, the step of calculating the CPC threshold value of the target information stream advertisementIt obtains according to consumption data under the line of target information stream advertisement, consumption data packet under the line of the target information stream advertisement It includes: the consumption income ratio of the clue amount of the target information stream advertisement, and, the conversion ratio of clue amount；According to the consumption income ratio of the clue amount of the target information stream advertisement, and, the conversion ratio of the clue amount calculates The CPC threshold value of the target information stream advertisement.
- 3. method according to claim 1 or 2, which is characterized in that the real-time throwing for obtaining the advertisement of target information stream Put data, it is described to launch the advertisement bid that data include: each target information stream advertisement, and, competition information stream advertisement it is wide Bid is accused, according to the CPC threshold value, and, the advertisement bid of competition information stream advertisement adjusts the target information stream advertisement The step of advertisement bid includes:The dispensing data of target information stream advertisement, the dispensing data further include: the point of target information stream advertisement are obtained in real time The amount of hitting；Based on the click volume of the target information stream advertisement, the adjustment period of the target information stream advertisement is determined；According to the adjustment period of the target information stream advertisement, the advertisement bid of competition information stream advertisement, and, the CPC threshold Value, adjusts the advertisement bid of the target information stream advertisement.
- 4. method according to claim 1 or 2, which is characterized in that the real-time throwing for obtaining the advertisement of target information stream Put data, it is described to launch the advertisement bid that data include: each target information stream advertisement, and, competition information stream advertisement it is wide Bid is accused, according to the CPC threshold value, and, the advertisement bid of competition information stream advertisement adjusts the target information stream advertisement The step of advertisement bid includes:In real time obtain the advertisement of target information stream dispensing data, the dispensing data further include: target information stream advertisement it is wide Accuse the ranking of bid；Whether the ranking for judging the advertisement bid of target information stream advertisement is first or the information flow advertisement is first appeared wide It accuses on position, whether the advertisement bid of the target information stream advertisement is less than CPC threshold value；If the ranking of the advertisement bid of target information stream advertisement be not first or the information flow advertisement be not to first appear On advertisement position, and the advertisement bid of the target information stream advertisement is less than CPC threshold value, gradually adjusts the target information stream advertisement Advertisement bid；If the ranking of the advertisement bid of target information stream advertisement be not first or the information flow advertisement be not to first appear On advertisement position, and the advertisement bid of the target information stream advertisement is greater than CPC threshold value, and a step is by the target information stream advertisement Advertisement bid is adjusted to adjustment threshold value.
- 5. according to the method described in claim 4, it is characterized in that, the advertisement for gradually adjusting the target information stream advertisement The step of bid includes:Ranking target information stream advertisement based on the advertisement bid, and, the advertisement bid of the target information stream advertisement with The difference of the CPC threshold value determines the adjustment stride of the advertisement bid of the target information stream advertisement；Based on the adjustment stride, the advertisement bid of the target information stream advertisement is gradually adjusted.
- The intelligent delivery device 6. a kind of information flow targeted ads are bidded, which is characterized in that described device includes:Historical data acquiring unit, for obtaining historical data, the historical data includes: that the orientation of target information stream advertisement pushes away Wide label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；CPC threshold computation unit calculates the target letter for consumption data under the line according to the target information stream advertisement The CPC threshold value of breath stream advertisement；Adjustment unit, for obtaining the dispensing data of target information stream advertisement in real time, the dispensing data include: each target The advertisement bid of information flow advertisement, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and, competition The advertisement bid of information flow advertisement, adjusts the advertisement bid of the target information stream advertisement, and the competition information stream advertisement is determined It is identical as the orientation of target information stream advertisement popularization label to label is promoted.
- 7. device according to claim 6, which is characterized in that the CPC threshold computation unit includes:Data capture unit under line, for obtaining consumption data under the line according to target information stream advertisement, the target information stream Consumption data includes: the consumption income ratio of the clue amount of the target information stream advertisement under the line of advertisement, and, clue amount turns Rate；CPC threshold calculations subelement, for the consumption income ratio according to the clue amount of the target information stream advertisement, and, institute The conversion ratio for stating clue amount calculates the CPC threshold value of the target information stream advertisement.
- 8. device according to claim 6 or 7, which is characterized in that the adjustment unit includes:First launches data capture unit, for obtaining the dispensing data of target information stream advertisement, the dispensing data in real time Further include: the click volume of target information stream advertisement；It adjusts period determination unit and determines that the target information stream is wide for the click volume based on the target information stream advertisement The adjustment period of announcement；The first adjustment unit, for the adjustment period according to the target information stream advertisement, the advertisement of competition information stream advertisement goes out Valence, and, the CPC threshold value adjusts the advertisement bid of the target information stream advertisement.
- 9. device according to claim 6 or 7, which is characterized in that the adjustment unit includes:Second adjustment data capture unit, for obtaining the dispensing data of target information stream advertisement, the dispensing data in real time Further include: the ranking of the advertisement bid of target information stream advertisement；Judging unit, for judging whether the ranking of advertisement bid of target information stream advertisement is first or the information flow advertisement It first appears on advertisement position, whether the advertisement bid of the target information stream advertisement is less than CPC threshold value；Gradually adjustment unit, if the ranking of the advertisement bid for target information stream advertisement is not that first or the information flow are wide Announcement is not to first appear on advertisement position, and the advertisement bid of the target information stream advertisement is less than CPC threshold value, gradually adjusts institute State the advertisement bid of target information stream advertisement；One successive step unit, if the ranking of the advertisement bid for target information stream advertisement is not that first or the information flow are wide Announcement is not to first appear on advertisement position, and the advertisement bid of the target information stream advertisement is greater than CPC threshold value, and a step will be described The advertisement bid of target information stream advertisement is adjusted to adjustment threshold value.
- 10. device according to claim 9, which is characterized in that the gradually adjustment unit includes:Stride determination unit is adjusted, for the ranking target information stream advertisement based on the advertisement bid, and, the target letter The advertisement bid of breath stream advertisement and the difference of the CPC threshold value, determine the adjustment of the advertisement bid of the target information stream advertisement Stride；Subelement is gradually adjusted, for being based on the adjustment stride, gradually adjusts the advertisement bid of the target information stream advertisement.
- The intelligent jettison system 11. a kind of information flow targeted ads are bidded, which is characterized in that the system comprises:Application platform server, the data storage server being connected with the application platform server, the data storage clothes Business device is arranged inside the Platform Server or is independently arranged, and the application platform server is connected by internet with terminal It connects；The terminal, the display for advertisement；The application platform server, for obtaining historical data, the historical data includes: the orientation of target information stream advertisement Promote label, the advertisement of target information stream and, consumption data under the line of the target information stream advertisement；According to consumption data under the line of the target information stream advertisement, the CPC threshold value of the target information stream advertisement is calculated；The dispensing data of target information stream advertisement are obtained in real time, and the dispensing data include: each target information stream advertisement Advertisement bid, and, the advertisement bid of competition information stream advertisement, according to the CPC threshold value, and, competition information stream advertisement Advertisement bid, adjusts the advertisement bid of the target information stream advertisement, the orientation of the competition information stream advertisement promote label with It is identical that the orientation of the target information stream advertisement promotes label；The data storage server, the storage for related data.
- 12. a kind of server characterized by comprisingOne or more processors；Memory, for storing one or more programs；When one or more of programs are executed by one or more of processors, so that one or more of processors are real Existing method according to any one of claims 1 to 5.
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| CN111756827A (en) * | 2020-06-17 | 2020-10-09 | 腾讯科技（深圳）有限公司 | Information pushing method and device and server |
| CN113763039A (en) * | 2021-08-24 | 2021-12-07 | 上海数禾信息科技有限公司 | Advertisement bid adjustment method, device, storage medium and computer equipment |
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Effective date of registration: 20200520 Address after: Room 323605, building 5, yard 1, Futong East Street, Chaoyang District, Beijing 100102 Applicant after: Youxuan (Beijing) Information Technology Co.,Ltd. Address before: Room 368, Room 302, No. 211 North Fute Road, China (Shanghai) Free Trade Pilot Area, Pudong New Area, Shanghai, 201315 Applicant before: YOUGU (SHANGHAI) INFORMATION TECHNOLOGY CO.,LTD. |
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Application publication date: 20190730 |