CN110460884B - Advertisement delivery monitoring method and device - Google Patents
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- CN110460884B CN110460884B CN201810426982.9A CN201810426982A CN110460884B CN 110460884 B CN110460884 B CN 110460884B CN 201810426982 A CN201810426982 A CN 201810426982A CN 110460884 B CN110460884 B CN 110460884B
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/23—Processing of content or additional data; Elementary server operations; Server middleware
- H04N21/24—Monitoring of processes or resources, e.g. monitoring of server load, available bandwidth, upstream requests
- H04N21/2407—Monitoring of transmitted content, e.g. distribution time, number of downloads
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
- H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
- H04N21/266—Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
- H04N21/2668—Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/85—Assembly of content; Generation of multimedia applications
- H04N21/858—Linking data to content, e.g. by linking an URL to a video object, by creating a hotspot
- H04N21/8586—Linking data to content, e.g. by linking an URL to a video object, by creating a hotspot by using a URL
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Abstract
The invention provides a method and a device for monitoring advertisement putting, wherein the method comprises the following steps: receiving a trigger message sent by at least one terminal when playing a media stream, wherein the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message comprises a media stream content identifier of the media stream; acquiring first media stream content corresponding to each media stream content identifier, and determining second media stream content corresponding to each media stream content identifier; and carrying out consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain the advertisement delivery rate and the advertisement delivery bias rate. The method and the system have the advantages that the advertising situation is intelligently analyzed, the advertising center-throwing rate and the advertising bias rate are determined, an advertiser can conveniently know the advertising situation, and whether the advertiser can accurately throw the advertisement to the specified media stream or not can be conveniently obtained.
Description
Technical Field
The invention relates to the technical field of advertisements, in particular to a method and a device for monitoring advertisement delivery.
Background
With the development of media technology, media playing modes are more and more; especially with the development of terminals, the current media stream can be played not only on a television, but also on various terminals through a network, wherein the media stream includes videos, music, pictures and the like. Currently, when media streams are played on various terminals through a network, an advertiser has a demand for playing advertisements on the media streams, for example, the advertiser needs to specify that an advertisement is played on a certain hot-played drama.
In the prior art, advertisement content is set in a media stream to be played, and when a terminal requests the media stream from a server, the server sends the media stream carrying the advertisement content to the terminal for playing.
However, in the prior art, after an advertiser gives the advertisement and the requirement for playing the advertisement to an operator of a media stream, because the playing amount of the media stream is large, the situation of the advertisement being delivered is not easy to be counted, and then the advertiser cannot obtain whether the advertisement is accurately delivered to a specified media stream, and the advertiser cannot know the delivery situation of the advertisement.
Disclosure of Invention
The invention provides a method and a device for monitoring advertisement putting, which are used for solving the problems that in the prior art, an advertiser cannot acquire whether the advertisement of the advertiser is accurately put on a specified media stream, and the advertiser cannot know the putting condition of the advertisement.
One aspect of the present invention provides a method for monitoring advertisement delivery, including:
receiving a trigger message sent by at least one terminal when playing a media stream, wherein the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message comprises a media stream content identifier of the media stream;
acquiring first media stream content corresponding to each media stream content identifier;
determining second media stream content corresponding to each media stream content identifier according to a preset database, wherein the database comprises media stream content identifiers and second media stream content corresponding to the media stream content identifiers, and the second media stream content represents the media stream content of the advertisement to be analyzed and designated by the user;
and comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier to obtain the advertisement hit rate and the advertisement cast bias rate of the advertisement to be analyzed, wherein the advertisement hit rate represents the probability that the first media stream content is consistent with the second media stream content, and the advertisement cast bias rate represents the probability that the first media stream content is inconsistent with the second media stream content.
Further, the media stream content identifier is a URL of a first advertisement presentation page, and accordingly, the obtaining of the first media stream content corresponding to each media stream content identifier includes:
acquiring first media stream content corresponding to the URL of the first advertisement display page through a crawler technology;
or, the obtaining the first media stream content corresponding to each media stream content identifier includes:
acquiring the advertisement monitoring code in the media stream played by each terminal of the at least one terminal, wherein the advertisement monitoring code comprises a URL (uniform resource locator) of a second advertisement display page;
acquiring first media stream content corresponding to the URL of the second advertisement display page through a crawler technology;
or, the triggering message includes the advertisement monitoring code, the media stream content identifier of the media stream is carried in the advertisement monitoring code, and correspondingly, the acquiring the first media stream content corresponding to each media stream content identifier includes:
and determining first media stream content corresponding to each media stream content identifier according to the corresponding relation between the preset media stream content identifier and the first media stream content.
Further, before the consistency comparison is performed between the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain the advertisement delivery rate and the advertisement delivery bias rate of the advertisement to be analyzed, the method further includes:
acquiring third media stream content corresponding to each media stream content identifier, wherein the third media stream content represents the media stream content generated when the terminal plays the advertisement to be analyzed;
determining a confidence coefficient according to the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier, wherein the confidence coefficient represents a consistency rate between the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier;
correspondingly, after the consistency comparison is performed between the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain the advertisement delivery rate and the advertisement delivery bias rate of the advertisement to be analyzed, the method further includes:
and multiplying the advertisement projection rate by the confidence coefficient to obtain a final advertisement projection rate, and subtracting the final advertisement projection rate by adopting a preset probability value to obtain a final advertisement projection bias rate.
Further, before the receiving the trigger message sent by the at least one terminal when playing the media stream, the method further includes:
generating the advertisement monitoring code and acquiring an advertisement stream;
and sending the advertisement monitoring code and the advertisement stream to a media stream server so that the media stream server puts the advertisement monitoring code and the advertisement stream into the media stream.
Further, the first media stream content includes at least one of the following information:
website information of a website where the media stream is located, channel information of the media stream, drama information of the media stream, position information of the media stream on a webpage, and playing time of the media stream.
Another aspect of the present invention provides an advertisement placement monitoring apparatus, including:
a receiving module, configured to receive a trigger message sent by at least one terminal when a media stream is played, where the trigger message is sent by each terminal in the at least one terminal when an advertisement monitoring code on the media stream is played, and the trigger message includes a media stream content identifier of the media stream;
a first obtaining module, configured to obtain first media stream content corresponding to each media stream content identifier;
the first determining module is used for determining second media stream content corresponding to each media stream content identifier according to a preset database, wherein the database comprises media stream content identifiers and second media stream content corresponding to the media stream content identifiers, and the second media stream content represents the media stream content of the advertisement to be analyzed and designated by the user;
and the comparison module is used for comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier to obtain the advertisement hit rate and the advertisement cast bias rate of the advertisement to be analyzed, wherein the advertisement hit rate represents the probability that the first media stream content is consistent with the second media stream content, and the advertisement cast bias rate represents the probability that the first media stream content is inconsistent with the second media stream content.
Further, the media stream content identifier is a URL of a first advertisement presentation page, and correspondingly, the first obtaining module is specifically configured to:
acquiring first media stream content corresponding to the URL of the first advertisement display page through a crawler technology;
or, the first obtaining module is specifically configured to:
acquiring the advertisement monitoring code in the media stream played by each terminal of the at least one terminal, wherein the advertisement monitoring code comprises a URL (uniform resource locator) of a second advertisement display page;
acquiring first media stream content corresponding to the URL of the second advertisement display page through a crawler technology;
or, the trigger message includes the advertisement monitoring code, and a media stream content identifier of the media stream is carried in the advertisement monitoring code, and correspondingly, the first obtaining module is specifically configured to:
and determining first media stream content corresponding to each media stream content identifier according to the corresponding relation between the preset media stream content identifier and the first media stream content.
Further, the apparatus further comprises:
a second obtaining module, configured to obtain a third media stream content corresponding to each media stream content identifier before the comparing module performs consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain an advertisement delivery rate and an advertisement delivery bias rate of the advertisement to be analyzed, where the third media stream content represents a media stream content generated when the terminal plays the advertisement to be analyzed;
a second determining module, configured to determine a confidence coefficient according to a third media stream content corresponding to each media stream content identifier and a first media stream content corresponding to each media stream content identifier, where the confidence coefficient represents a consistency ratio between the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier;
correspondingly, the device further comprises:
and the calculation module is used for performing consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier by the comparison module to obtain the advertisement centering rate and the advertisement deflection rate of the advertisement to be analyzed, multiplying the advertisement centering rate by the confidence coefficient to obtain a final advertisement centering rate, and subtracting the final advertisement centering rate by a preset probability value to obtain a final advertisement deflection rate.
Further, the apparatus further comprises:
the generating module is used for generating the advertisement monitoring code and acquiring the advertisement stream before the receiving module receives the triggering message sent by at least one terminal when the media stream is played;
and the sending module is used for sending the advertisement monitoring codes and the advertisement stream to a media stream server so that the media stream server puts the advertisement monitoring codes and the advertisement stream into the media stream.
Further, the first media stream content includes at least one of the following information:
website information of a website where the media stream is located, channel information of the media stream, drama information of the media stream, position information of the media stream on a webpage, and playing time of the media stream.
The invention has the technical effects that: receiving a trigger message sent by at least one terminal when playing a media stream, wherein the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message comprises a media stream content identifier of the media stream; acquiring first media stream content corresponding to each media stream content identifier, and determining second media stream content corresponding to each media stream content identifier, wherein the second media stream content represents media stream content of the advertisement to be analyzed and designated by the user; and comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier, so as to obtain the probability that the first media stream content is consistent with the second media stream content, namely the advertisement delivery rate, and obtain the probability that the first media stream content is inconsistent with the second media stream content, namely the advertisement delivery bias rate. Therefore, the played media stream content can be obtained, the played media stream content is compared with the second media stream content of the advertisement to be analyzed in a consistency mode, the advertisement putting condition can be intelligently analyzed, the advertising center throwing rate and the advertising bias rate are determined, the advertiser can know the advertisement putting condition conveniently, and the advertiser can obtain whether the advertisement is accurately put on the appointed media stream or not.
Drawings
Fig. 1 is a schematic flowchart of a monitoring method for advertisement delivery according to an embodiment of the present disclosure;
fig. 2 is a schematic flowchart of another advertisement delivery monitoring method according to an embodiment of the present application;
fig. 3 is a schematic structural diagram of a device for monitoring advertisement delivery according to an embodiment of the present invention;
fig. 4 is a schematic structural diagram of another advertisement delivery monitoring device according to an embodiment of the present invention.
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.
The terms to which the present invention relates will be explained first:
application (APP): the mobile application service is an application program service developed for a terminal such as a mobile internet connection service or a wireless network card service.
HTTP/HTTPS Referer information: the HTTP/HTTPs Referer is part of the header and when the browser sends a request to the web server, the browser typically takes the Referer to tell the server from which page the request is linked, and the server can obtain some information for processing based thereon.
The crawler technology comprises the following steps: also called web crawler, is a program or script that automatically captures web information according to certain rules.
The specific application scenario of the invention is as follows: the method comprises the steps of setting advertisement content into a media stream to be played, and when a terminal requests the media stream from a server, sending the media stream carrying the advertisement content to the terminal by the server for playing. However, in the prior art, after an advertiser gives the advertisement and the requirement for playing the advertisement to an operator of a media stream, because the playing amount of the media stream is large, the situation of the advertisement being delivered is not easy to be counted, and then the advertiser cannot obtain whether the advertisement is accurately delivered to a specified media stream, and the advertiser cannot know the delivery situation of the advertisement.
The invention provides a method and a device for monitoring advertisement putting, and aims to solve the technical problems in the prior art.
The following describes the technical solutions of the present invention and how to solve the above technical problems with specific embodiments. The following several specific embodiments may be combined with each other, and details of the same or similar concepts or processes may not be repeated in some embodiments. Embodiments of the present invention will be described below with reference to the accompanying drawings.
Fig. 1 is a schematic flow chart of a monitoring method for advertisement delivery according to an embodiment of the present application. As shown in fig. 1, the method includes:
In this embodiment, specifically, when an advertiser places an advertisement, the advertiser has a targeted advertisement placement requirement, specifically, an advertiser client needs to place its advertisement into a specific advertisement playing page environment, where the advertisement playing page environment includes a website, a channel, a drama, a page keyword, a page location, and so on.
For example, when placing an advertisement, the advertiser proposes an advertisement placement demand that characterizes the number of episodes that the advertisement needs to be placed on each episode of episode 1.
In order to verify whether the advertisement is delivered to a specific advertisement playing page environment designated by the advertiser, the present embodiment further calculates the advertisement delivery rate and the advertisement delivery bias rate of the advertisement of the advertiser.
The execution subject of this embodiment may be a monitoring server, or other device or setting that can execute this embodiment. The embodiment takes the execution subject as the monitoring server for explanation.
When a plurality of terminals respectively play the same media stream, when the terminals play the media stream, the media stream is provided with an advertisement monitoring code, and the advertisement monitoring code is a Uniform Resource Locator (URL for short); when each terminal detects the advertisement monitoring code, each terminal sends a trigger message to the monitoring server, wherein the trigger message comprises a media stream content identifier, and the media stream content identifier is an identifier of a media stream played by the terminal; and, the trigger message may further include an advertisement identifier, where the advertisement identifier is an identifier of an advertisement in a media stream played by the terminal. And then, the monitoring server receives the trigger message sent by each terminal.
For example, when advertisement 1 is delivered, advertisement 1 has advertisement delivery demand information, which characterizes the leader of media stream 1 of website a to which advertisement 1 needs to be delivered, for example, the media stream 1 is drama X. And, the head position of the media stream 1 is provided with an advertisement. When the terminal 1 plays the media stream 1, the terminal 1 sends a trigger message to the monitoring server, wherein the trigger message comprises the media stream content identifier of the media stream 1 and the advertisement identifier of the advertisement on the head position of the media stream 1; when the terminal 2 plays the media stream 1, the terminal 2 sends a trigger message to the monitoring server, wherein the trigger message comprises the media stream content identifier of the media stream 1 and the advertisement identifier of the advertisement on the head position of the media stream 1; by analogy, the trigger messages respectively sent by multiple terminals when playing the media stream 1 can be obtained.
And 102, acquiring first media stream content corresponding to each media stream content identifier.
In an alternative embodiment, the first media stream content includes at least one of the following information: website information of a website where the media stream is located, channel information of the media stream, drama information of the media stream, position information of the media stream on a webpage, and playing time of the media stream.
In an alternative embodiment, step 102 includes the following implementation:
the first implementation of step 102 is: the media stream content identification is a URL of a first advertisement display page; and acquiring first media stream content corresponding to the URL of the first advertisement display page through a crawler technology.
The second implementation manner of step 102 is: acquiring an advertisement monitoring code in a media stream played by each terminal of at least one terminal, wherein the advertisement monitoring code comprises a URL (uniform resource locator) of a second advertisement display page; and acquiring first media stream content corresponding to the URL of the second advertisement display page through a crawler technology.
The third implementation manner of step 102 is: the trigger message comprises an advertisement monitoring code, and the media stream content identification of the media stream is carried in the advertisement monitoring code; and determining the first media stream content corresponding to each media stream content identifier according to the corresponding relation between the preset media stream content identifier and the first media stream content.
In this embodiment, specifically, the monitoring server determines, according to the media stream content identifier, the first media stream content corresponding to the media stream content identifier. It is known that the first media stream content is the parsed media stream content. For example, the first media stream content includes: website information of a website where the media stream is located, channel information of the media stream, drama information of the media stream, position information of the media stream on a webpage, playing time of the media stream, and the like.
For example, the first media stream content is that advertisement 1 is played at the head position of scenario 1; alternatively, the first media stream content is played on top of website 1 for advertisement 1.
Specifically, the monitoring server may determine the content of the first media stream in the following three ways.
In the first mode, a monitoring server receives a trigger message sent by a terminal, and the trigger message can carry an http/https request; then, the monitoring server acquires HTTP/HTTPS Referer information according to the HTTP/HTTPs request, wherein the HTTP/HTTPS Referer information comprises a URL of a first advertisement display page, and it is known that the media stream content is identified as the URL of the first advertisement display page; then, the monitoring server may obtain, through a crawler technology, page content corresponding to the URL of the first advertisement presentation page, where the page content refers to the first media stream content, and then the monitoring server may obtain, through the crawler technology, the first media stream content corresponding to the URL of the first advertisement presentation page. The crawler technology is an existing technical method and is not described in detail.
In the second mode, the monitoring server receives a trigger message sent by the terminal, and the trigger message can carry an http/https request; then, the monitoring server cannot acquire HTTP/HTTPS Referer information according to the HTTP/HTTPs request, and the monitoring server acquires an advertisement monitoring code in the media stream played by the terminal, wherein the advertisement monitoring code includes a URL (uniform resource locator) of a second advertisement display page; then, the monitoring server obtains page content corresponding to the URL of the second advertisement display page through a crawler technology, where the page content refers to the first media stream content, and then the monitoring server can obtain the first media stream content corresponding to the URL of the second advertisement display page through the crawler technology.
In a third manner, a corresponding relation library of corresponding relations between different media stream content identifiers and different first media stream contents is set in the monitoring server, for example, the corresponding relation library is constructed by analyzing source codes of each media page, where the media stream content identifiers are episode Identifiers (IDs), or channel IDs, or content IDs, or episode IDs, and the first media stream contents are episodes, or channels, or breadcrumbs, or titles (titles), etc.; therefore, the monitoring server receives a trigger message sent by the terminal, and the trigger message can carry an http/https request; then, the monitoring server cannot acquire HTTP/HTTPS Referer information according to the HTTP/HTTPs request; then, the monitoring server obtains the advertisement monitoring code in the media stream played by the terminal; then, if the monitoring server determines that the advertisement monitoring code does not carry the URL of the second advertisement display page, the monitoring server determines whether the advertisement monitoring code comprises a media stream content identifier; then, when the monitoring server determines that the advertisement monitoring code includes the media stream content identifier, the monitoring server may determine, according to the correspondence library, page content corresponding to the media stream content identifier, where the page content refers to the first media stream content, and then the monitoring server may determine, according to the correspondence library, the first media stream content corresponding to the media stream content identifier.
In this embodiment, specifically, a database is set in the monitoring server, and the data packet includes different media stream content identifiers and second media stream content corresponding to each media stream content identifier, where the second media stream content represents media stream content specified in the delivery requirement of the advertiser, for example, episode information, channel information, and the like are specified in the delivery requirement of the advertiser.
For example, the advertisement 1 specifies that the advertisement 1 needs to be placed on the media stream content 1, and the media stream content 1 is a second media stream content 1, and the second media stream content 1 has a media stream content identifier.
Optionally, the data packet further includes different advertisement identifiers and advertisement delivery demand information corresponding to each advertisement identifier; and the monitoring server may determine advertisement delivery demand information corresponding to each advertisement identifier in step 101 according to the database. Wherein the advertisement putting demand information indicates the content of the specified media stream to which the advertisement needs to be put.
And 104, comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier to obtain an advertisement delivery rate and an advertisement delivery bias rate, wherein the advertisement delivery rate represents the probability that the first media stream content is consistent with the second media stream content, and the advertisement delivery bias rate represents the probability that the first media stream content is inconsistent with the second media stream content.
In this embodiment, specifically, for the media stream played by the terminal in step 101, the monitoring server performs consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to compare how many of the first media stream content and the second media stream content are consistent, so as to obtain the advertisement cast rate to be analyzed, and compare how many of the first media stream content and the second media stream content are inconsistent, so as to obtain the advertisement cast bias rate to be analyzed.
For example, for a media stream 1 to be monitored, the monitoring server obtains first media stream contents of media streams played by the N terminals, then determines second media stream contents corresponding to media stream content identifiers sent by the N terminals, and further obtains the first media stream contents of the N terminals and the second media stream contents of the N terminals; when one media stream is analyzed, determining that N second media stream contents are the same, then comparing whether the first media stream contents of the N terminals are consistent with the second media stream contents of the N terminals by the monitoring server, and further obtaining that the first media stream contents of the X terminals are consistent, thereby determining that the advertisement delivery rate to be analyzed is X/N; the monitoring server can obtain that the first media stream contents of the Y terminals are consistent, so that the bias rate of the advertisement to be analyzed is determined to be Y/N. Since the N second media stream contents are the same, and the N first media stream contents may be different, after performing the comparative analysis, the hit rate and the cast rate of the advertisement to be analyzed may be determined.
In this embodiment, a trigger message sent by at least one terminal when playing a media stream is received, where the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message includes a media stream content identifier of the media stream; acquiring first media stream content corresponding to each media stream content identifier, and determining second media stream content corresponding to each media stream content identifier, wherein the second media stream content represents media stream content of the advertisement to be analyzed and designated by the user; and comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier, so as to obtain the probability that the first media stream content is consistent with the second media stream content, namely the advertisement delivery rate, and obtain the probability that the first media stream content is inconsistent with the second media stream content, namely the advertisement delivery bias rate. Therefore, the played media stream content can be obtained, the played media stream content is compared with the second media stream content of the advertisement to be analyzed in a consistency mode, the advertisement putting condition can be intelligently analyzed, the advertising center throwing rate and the advertising bias rate are determined, the advertiser can know the advertisement putting condition conveniently, and the advertiser can obtain whether the advertisement is accurately put on the appointed media stream or not.
Fig. 2 is a schematic flowchart of another advertisement delivery monitoring method according to an embodiment of the present application. As shown in fig. 2, the method includes:
In this embodiment, specifically, the execution subject of this embodiment may be a monitoring server, or other devices or settings that can execute this embodiment. The embodiment takes the execution subject as the monitoring server for explanation.
The monitoring server acquires an advertisement stream, wherein the advertisement stream is input into the monitoring server by a user; the monitoring server generates an advertisement monitoring code corresponding to the stream of advertisements, the advertisement monitoring code being a URL.
Step 202, sending the advertisement monitoring code and the advertisement stream to the media stream server, so that the media stream server puts the advertisement monitoring code and the advertisement stream into the media stream.
In this embodiment, specifically, the monitoring server sends the advertisement stream and the advertisement monitoring code corresponding to the advertisement stream to the media stream server; the media stream server puts the advertisement stream and the advertisement monitoring code corresponding to the advertisement stream into the media stream. Therefore, when the terminal accesses the media stream through the browser or the application program, the terminal sends a media stream request to the media stream server, the media stream server sends the media stream to the terminal according to the media stream request, and then the terminal plays the media stream.
In this embodiment, specifically, this step may refer to step 101 in fig. 1, and is not described again.
And step 204, acquiring first media stream content corresponding to each media stream content identifier.
In an alternative embodiment, step 204 includes the following implementation:
the first implementation manner of step 204 is: the media stream content identification is a URL of a first advertisement display page; and acquiring first media stream content corresponding to the URL of the first advertisement display page through a crawler technology.
The second implementation manner of step 204 is: acquiring an advertisement monitoring code in a media stream played by each terminal of at least one terminal, wherein the advertisement monitoring code comprises a URL (uniform resource locator) of a second advertisement display page; and acquiring first media stream content corresponding to the URL of the second advertisement display page through a crawler technology.
The third implementation manner of step 204 is: the trigger message comprises an advertisement monitoring code, and the media stream content identification of the media stream is carried in the advertisement monitoring code; and determining the first media stream content corresponding to each media stream content identifier according to the corresponding relation between the preset media stream content identifier and the first media stream content.
In this embodiment, specifically, this step may refer to step 102 in fig. 1, and is not described again.
In this embodiment, specifically, this step may refer to step 103 in fig. 1, and is not described again.
And step 206, acquiring a third media stream content corresponding to each media stream content identifier, wherein the third media stream content represents the media stream content generated when the terminal plays the advertisement to be analyzed.
In this embodiment, specifically, the monitoring server may obtain the third media stream content corresponding to each media stream content identifier.
Step 207, determining a confidence coefficient according to the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier, where the confidence coefficient represents a coincidence rate between the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier.
In this embodiment, specifically, the monitoring server compares each first media stream content with the third media stream content, and determines a coincidence rate, i.e., a confidence coefficient, of the two media stream contents; and determine the rate of inconsistency between the two. Wherein the third media stream content represents the actual media stream content.
Specifically, for the first implementation manner of step 204, the monitoring server may compare, according to the URL of the first advertisement presentation page in the multiple pieces of HTTP/HTTPs refer information, the URL of the actual advertisement presentation page corresponding to the URL of each first advertisement presentation page that is acquired in advance, determine whether to match the ratio, and calculate the match ratio and the mismatch ratio. Since the media stream content can be acquired according to the URL of the advertisement presentation page, the consistency ratio can be used as a confidence coefficient.
For the second implementation manner of step 204, the monitoring server may compare the URLs of the second advertisement display pages in the plurality of advertisement monitoring codes with the URLs of the actual advertisement display pages corresponding to the URLs of each second advertisement display page, which are obtained in advance, determine whether the ratio is consistent, and calculate a consistent ratio and an inconsistent ratio. Since the media stream content can be acquired according to the URL of the advertisement presentation page, the consistency ratio can be used as a confidence coefficient.
For the third implementation manner of step 204, the monitoring server may compare the first media stream content corresponding to the media stream content identifier in the multiple advertisement monitoring codes with the third media stream content corresponding to each first media stream content acquired in advance, determine whether to obtain a consistency ratio, use the consistency ratio as a confidence coefficient, and calculate an inconsistency ratio.
And step 208, comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier to obtain an advertisement putting rate and an advertisement putting bias rate of the advertisement to be analyzed, wherein the advertisement putting rate represents the probability that the first media stream content is consistent with the second media stream content, and the advertisement putting bias rate represents the probability that the first media stream content is inconsistent with the second media stream content.
In this embodiment, specifically, this step may refer to step 104 in fig. 1, and is not described again.
And 209, multiplying the advertisement putting rate by the confidence coefficient to obtain a final advertisement putting rate, and subtracting the final advertisement putting rate by adopting a preset probability value to obtain a final advertisement putting bias rate.
In this embodiment, specifically, the monitoring server multiplies the advertisement delivery rate by the confidence coefficient, and further calculates the final advertisement delivery rate; and then, the monitoring server subtracts the final advertisement putting rate from a preset probability value to calculate the final advertisement putting bias rate.
For example, the monitoring server obtains an advertisement hit rate of 90%, the calculation in step 207 can obtain a confidence coefficient of 80%, and the monitoring server multiplies 90% by 80%, and calculates a final advertisement hit rate of 72%; then, the monitoring server calculates the final advertisement putting bias rate to be 28% by adopting 100% of the final advertisement putting neutral rate of 72%.
Through the steps, the item to which the advertisement is delivered, the media to which the advertisement is delivered, the advertisement position to which the advertisement is delivered, the creative idea of the advertisement, the region to which the advertisement is delivered, and the like can be analyzed respectively to obtain the respective advertisement delivery rate and the advertisement delivery bias rate.
In this embodiment, a trigger message sent by at least one terminal when playing a media stream is received, where the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message includes a media stream content identifier of the media stream; acquiring first media stream content corresponding to each media stream content identifier, and determining second media stream content corresponding to each media stream content identifier, wherein the second media stream content represents media stream content of the advertisement to be analyzed and designated by the user; and comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier, so as to obtain the probability that the first media stream content is consistent with the second media stream content, namely the advertisement delivery rate, and obtain the probability that the first media stream content is inconsistent with the second media stream content, namely the advertisement delivery bias rate. Therefore, the played media stream content can be obtained, the played media stream content is compared with the second media stream content of the advertisement to be analyzed in a consistency mode, the advertisement putting condition can be intelligently analyzed, the advertising center throwing rate and the advertising bias rate are determined, the advertiser can know the advertisement putting condition conveniently, and the advertiser can obtain whether the advertisement is accurately put on the appointed media stream or not. In addition, in the calculation of the advertisement delivery rate and the advertisement delivery bias rate, a confidence coefficient can be calculated according to the content of a third media stream, so as to determine the final advertisement delivery rate and the final advertisement delivery bias rate, wherein the content of the third media stream represents the content of the media stream generated when the terminal plays the advertisement to be analyzed; the third media stream content is considered to prevent the first media stream content from being illegally tampered, and further accurately determine the advertising hit rate and the advertising offset rate.
Fig. 3 is a schematic structural diagram of a monitoring device for advertisement delivery according to an embodiment of the present invention, and as shown in fig. 3, the monitoring device of this embodiment may include:
a receiving module 31, configured to receive a trigger message sent by at least one terminal when playing a media stream, where the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message includes a media stream content identifier of the media stream;
a first obtaining module 32, configured to obtain first media stream content corresponding to each media stream content identifier;
a first determining module 33, configured to determine, according to a preset database, a second media stream content corresponding to each media stream content identifier according to a media stream content identifier and a second media stream content corresponding to the media stream content identifier, where the second media stream content represents a media stream content of an advertisement to be analyzed, and is specified by a user;
the comparison module 34 is configured to compare consistency of the first media stream content corresponding to each media stream content identifier with consistency of the second media stream content corresponding to each media stream content identifier to obtain an advertisement hit rate and an advertisement hit bias rate of the advertisement to be analyzed, where the advertisement hit rate represents a probability that the first media stream content is consistent with the second media stream content, and the advertisement hit bias rate represents a probability that the first media stream content is inconsistent with the second media stream content.
The monitoring device for advertisement delivery of the embodiment can execute the monitoring method for advertisement delivery provided by the embodiment of the invention, and the implementation principles are similar, and are not described herein again.
In this embodiment, a trigger message sent by at least one terminal when playing a media stream is received, where the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message includes a media stream content identifier of the media stream; acquiring first media stream content corresponding to each media stream content identifier, and determining second media stream content corresponding to each media stream content identifier, wherein the second media stream content represents media stream content of the advertisement to be analyzed and designated by the user; and comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier, so as to obtain the probability that the first media stream content is consistent with the second media stream content, namely the advertisement delivery rate, and obtain the probability that the first media stream content is inconsistent with the second media stream content, namely the advertisement delivery bias rate. Therefore, the played media stream content can be obtained, the played media stream content is compared with the second media stream content of the advertisement to be analyzed in a consistency mode, the advertisement putting condition can be intelligently analyzed, the advertising center throwing rate and the advertising bias rate are determined, the advertiser can know the advertisement putting condition conveniently, and the advertiser can obtain whether the advertisement is accurately put on the appointed media stream or not.
Fig. 4 is a schematic structural diagram of another advertisement delivery monitoring apparatus according to an embodiment of the present invention, and based on the embodiment shown in fig. 3, as shown in fig. 4, in the apparatus according to the embodiment of the present invention, a media stream content identifier is a URL of a first advertisement presentation page, and correspondingly, a first obtaining module 32 is specifically configured to: and acquiring first media stream content corresponding to the URL of the first advertisement display page through a crawler technology.
Or, the first obtaining module 32 is specifically configured to: acquiring an advertisement monitoring code in a media stream played by each terminal of at least one terminal, wherein the advertisement monitoring code comprises a URL (uniform resource locator) of a second advertisement display page; and acquiring first media stream content corresponding to the URL of the second advertisement display page through a crawler technology.
Or, the trigger message includes an advertisement monitoring code, the media stream content identifier of the media stream is carried in the advertisement monitoring code, and correspondingly, the first obtaining module 32 is specifically configured to: and determining the first media stream content corresponding to each media stream content identifier according to the corresponding relation between the preset media stream content identifier and the first media stream content.
This implementation provides the device, still includes:
a second obtaining module 41, configured to obtain a third media stream content corresponding to each media stream content identifier before the comparing module 34 performs consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain an advertisement projection rate and an advertisement projection bias rate of the advertisement to be analyzed, where the third media stream content represents a media stream content generated when the terminal plays the advertisement to be analyzed.
A second determining module 42, configured to determine a confidence coefficient according to the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier, where the confidence coefficient characterizes a consistency ratio between the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier.
Correspondingly, the device that this implementation provided still includes:
and a calculating module 43, configured to, after the comparing module 34 performs consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain an advertisement centering rate and an advertisement skewing rate of the advertisement to be analyzed, multiply the advertisement centering rate by the confidence coefficient to obtain a final advertisement centering rate, and subtract the final advertisement centering rate by using a preset probability value to obtain a final advertisement skewing rate.
This implementation provides the device, still includes:
and the generating module 44 is configured to generate an advertisement monitoring code and acquire an advertisement stream before the receiving module 31 receives a trigger message sent by at least one terminal when playing a media stream.
And a sending module 45, configured to send the advertisement monitoring code and the advertisement stream to the media streaming server, so that the media streaming server puts the advertisement monitoring code and the advertisement stream into the media stream.
The first media stream content includes at least one of the following information: website information of a website where the media stream is located, channel information of the media stream, drama information of the media stream, position information of the media stream on a webpage, and playing time of the media stream.
The monitoring device for advertisement delivery of the embodiment can execute another monitoring method for advertisement delivery provided by the embodiment of the invention, and the implementation principles are similar, and are not described herein again.
In this embodiment, a trigger message sent by at least one terminal when playing a media stream is received, where the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message includes a media stream content identifier of the media stream; acquiring first media stream content corresponding to each media stream content identifier, and determining second media stream content corresponding to each media stream content identifier, wherein the second media stream content represents media stream content of the advertisement to be analyzed and designated by the user; and comparing the consistency of the first media stream content corresponding to each media stream content identifier with the consistency of the second media stream content corresponding to each media stream content identifier, so as to obtain the probability that the first media stream content is consistent with the second media stream content, namely the advertisement delivery rate, and obtain the probability that the first media stream content is inconsistent with the second media stream content, namely the advertisement delivery bias rate. Therefore, the played media stream content can be obtained, the played media stream content is compared with the second media stream content of the advertisement to be analyzed in a consistency mode, the advertisement putting condition can be intelligently analyzed, the advertising center throwing rate and the advertising bias rate are determined, the advertiser can know the advertisement putting condition conveniently, and the advertiser can obtain whether the advertisement is accurately put on the appointed media stream or not. In addition, in the process of calculating the advertisement centering rate and the advertisement biasing rate, a confidence coefficient can be calculated according to the content of the third media stream, and then the final advertisement centering rate and the final advertisement biasing rate are determined; the third media stream content is considered to prevent the first media stream content from being illegally tampered, and further accurately determine the advertising hit rate and the advertising offset rate.
Other embodiments of the disclosure will be apparent to those skilled in the art from consideration of the specification and practice of the disclosure disclosed herein. This application is intended to cover any variations, uses, or adaptations of the disclosure following, in general, the principles of the disclosure and including such departures from the present disclosure as come within known or customary practice within the art to which the disclosure pertains. It is intended that the specification and examples be considered as exemplary only, with a true scope and spirit of the disclosure being indicated by the following claims.
It will be understood that the present disclosure is not limited to the precise arrangements described above and shown in the drawings and that various modifications and changes may be made without departing from the scope thereof. The scope of the present disclosure is limited only by the appended claims.
Claims (8)
1. A method for monitoring advertisement placement, comprising:
receiving a trigger message sent by at least one terminal when playing a media stream, wherein the trigger message is sent by each terminal in the at least one terminal when playing an advertisement monitoring code on the media stream, and the trigger message comprises a media stream content identifier of the media stream;
acquiring first media stream content corresponding to each media stream content identifier; the first media stream content comprises at least one of the following information: website information of a website where the media stream is located, channel information of the media stream, drama information of the media stream, position information of the media stream on a webpage, and playing time of the media stream; determining second media stream content corresponding to each media stream content identifier according to a preset database, wherein the database comprises media stream content identifiers and second media stream content corresponding to the media stream content identifiers, and the second media stream content represents the media stream content of the advertisement to be analyzed and designated by the user;
comparing consistency of first media stream content corresponding to each media stream content identifier with consistency of second media stream content corresponding to each media stream content identifier to obtain advertisement hit rate and advertisement cast bias rate of the advertisement to be analyzed, wherein the advertisement hit rate represents probability that the first media stream content is consistent with the second media stream content, and the advertisement cast bias rate represents probability that the first media stream content is inconsistent with the second media stream content;
the triggering message includes the advertisement monitoring code, the media stream content identifier of the media stream is carried in the advertisement monitoring code, and correspondingly, the acquiring the first media stream content corresponding to each media stream content identifier includes:
and determining first media stream content corresponding to each media stream content identifier according to the corresponding relation between the preset media stream content identifier and the first media stream content.
2. The method of claim 1, wherein the media stream content id is a uniform resource locator URL of a first advertisement presentation page, and wherein the obtaining the first media stream content corresponding to each media stream content id comprises:
acquiring first media stream content corresponding to the URL of the first advertisement display page through a crawler technology;
or, the obtaining the first media stream content corresponding to each media stream content identifier includes:
acquiring the advertisement monitoring code in the media stream played by each terminal of the at least one terminal, wherein the advertisement monitoring code comprises a URL (uniform resource locator) of a second advertisement display page;
and acquiring first media stream content corresponding to the URL of the second advertisement display page through a crawler technology.
3. The method of claim 1, further comprising, before the consistency comparing the first media stream content corresponding to each media stream content id with the second media stream content corresponding to each media stream content id to obtain the advertisement hit rate and the advertisement hit bias rate of the advertisement to be analyzed:
acquiring third media stream content corresponding to each media stream content identifier, wherein the third media stream content represents the media stream content generated when the terminal plays the advertisement to be analyzed;
determining a confidence coefficient according to the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier, wherein the confidence coefficient represents a consistency rate between the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier;
correspondingly, after the consistency comparison is performed between the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain the advertisement delivery rate and the advertisement delivery bias rate of the advertisement to be analyzed, the method further includes:
and multiplying the advertisement projection rate by the confidence coefficient to obtain a final advertisement projection rate, and subtracting the final advertisement projection rate by adopting a preset probability value to obtain a final advertisement projection bias rate.
4. The method according to any one of claims 1-3, wherein before the receiving the trigger message sent by the at least one terminal while playing the media stream, the method further comprises:
generating the advertisement monitoring code and acquiring an advertisement stream;
and sending the advertisement monitoring code and the advertisement stream to a media stream server so that the media stream server puts the advertisement monitoring code and the advertisement stream into the media stream.
5. An advertisement placement monitoring device, comprising:
a receiving module, configured to receive a trigger message sent by at least one terminal when a media stream is played, where the trigger message is sent by each terminal in the at least one terminal when an advertisement monitoring code on the media stream is played, and the trigger message includes a media stream content identifier of the media stream;
a first obtaining module, configured to obtain first media stream content corresponding to each media stream content identifier; the first media stream content comprises at least one of the following information: website information of a website where the media stream is located, channel information of the media stream, drama information of the media stream, position information of the media stream on a webpage, and playing time of the media stream;
the first determining module is used for determining second media stream content corresponding to each media stream content identifier according to a preset database, wherein the database comprises media stream content identifiers and second media stream content corresponding to the media stream content identifiers, and the second media stream content represents the media stream content of the advertisement to be analyzed and designated by the user;
a comparison module, configured to compare consistency of first media stream content corresponding to each media stream content identifier with consistency of second media stream content corresponding to each media stream content identifier, so as to obtain an advertisement hit rate and an advertisement hit bias rate of the advertisement to be analyzed, where the advertisement hit rate represents a probability that the first media stream content is consistent with the second media stream content, and the advertisement hit bias rate represents a probability that the first media stream content is inconsistent with the second media stream content;
the trigger message includes the advertisement monitoring code, the media stream content identifier of the media stream is carried in the advertisement monitoring code, and correspondingly, the first obtaining module is specifically configured to:
and determining first media stream content corresponding to each media stream content identifier according to the corresponding relation between the preset media stream content identifier and the first media stream content.
6. The apparatus of claim 5, wherein the media stream content identifier is a URL of a first advertisement presentation page, and correspondingly, the first obtaining module is specifically configured to:
acquiring first media stream content corresponding to the URL of the first advertisement display page through a crawler technology;
or, the first obtaining module is specifically configured to:
acquiring the advertisement monitoring code in the media stream played by each terminal of the at least one terminal, wherein the advertisement monitoring code comprises a URL (uniform resource locator) of a second advertisement display page;
and acquiring first media stream content corresponding to the URL of the second advertisement display page through a crawler technology.
7. The apparatus of claim 5, further comprising:
a second obtaining module, configured to obtain a third media stream content corresponding to each media stream content identifier before the comparing module performs consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier to obtain an advertisement delivery rate and an advertisement delivery bias rate of the advertisement to be analyzed, where the third media stream content represents a media stream content generated when the terminal plays the advertisement to be analyzed;
a second determining module, configured to determine a confidence coefficient according to a third media stream content corresponding to each media stream content identifier and a first media stream content corresponding to each media stream content identifier, where the confidence coefficient represents a consistency ratio between the third media stream content corresponding to each media stream content identifier and the first media stream content corresponding to each media stream content identifier;
correspondingly, the device further comprises:
and the calculation module is used for performing consistency comparison on the first media stream content corresponding to each media stream content identifier and the second media stream content corresponding to each media stream content identifier by the comparison module to obtain the advertisement centering rate and the advertisement deflection rate of the advertisement to be analyzed, multiplying the advertisement centering rate by the confidence coefficient to obtain a final advertisement centering rate, and subtracting the final advertisement centering rate by a preset probability value to obtain a final advertisement deflection rate.
8. The apparatus of any of claims 5-7, further comprising:
the generating module is used for generating the advertisement monitoring code and acquiring the advertisement stream before the receiving module receives the triggering message sent by at least one terminal when the media stream is played;
and the sending module is used for sending the advertisement monitoring codes and the advertisement stream to a media stream server so that the media stream server puts the advertisement monitoring codes and the advertisement stream into the media stream.
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| CN102708496B (en) * | 2012-01-09 | 2015-05-20 | 合一网络技术(北京)有限公司 | Adaptive video advertisement release method and device |
| US10237609B2 (en) * | 2012-04-02 | 2019-03-19 | Vidillion, Inc. | Methods and systems for delivery of compliant video advertisements to devices from one or more platforms |
| CN103927671B (en) * | 2013-01-16 | 2021-09-24 | 阿里巴巴（中国）有限公司 | Advertisement putting method and system, advertisement plug-in device and advertisement putting management system |
| CN104751343B (en) * | 2013-12-25 | 2018-04-17 | 秒针信息技术有限公司 | A kind of advertisement placement method, device and advertisement releasing server |
| CN105335876A (en) * | 2015-11-05 | 2016-02-17 | 精硕世纪科技（北京）有限公司 | Effect tracking method and apparatus of advertisement put on media |
| CN105827480A (en) * | 2016-03-21 | 2016-08-03 | 乐视网信息技术（北京）股份有限公司 | Method, device and system for monitoring advertisement display |
| CN105847956A (en) * | 2016-04-25 | 2016-08-10 | 乐视控股（北京）有限公司 | Advertisement putting method and device |
| CN106358053A (en) * | 2016-10-19 | 2017-01-25 | 天脉聚源（北京）科技有限公司 | Statistical method and device for advertisement audience rating |
| CN107341682A (en) * | 2016-11-17 | 2017-11-10 | 精硕科技（北京）股份有限公司 | A kind of advertising message monitoring and evaluation method and its device |
| CN107944927A (en) * | 2017-12-11 | 2018-04-20 | 加和（北京）信息科技有限公司 | A kind of method and device for selecting ad traffic |
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