CN110599227A - Advertisement putting method and system - Google Patents
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Abstract
The invention discloses an advertisement putting method and system, firstly obtaining the basic orientation of an advertiser aiming at advertisement putting; secondly, obtaining historical delivery data of the advertiser; analyzing the release effect of the historical release data to obtain a corresponding release label; and then, aiming at each type of release label, controlling the budget upper limit of the advertisement release on the release label, and finally controlling the release of the advertiser aiming at the advertisement according to the basic orientation and the budget upper limit corresponding to the release label corresponding to the advertisement release. Therefore, the advertisement delivery system can learn the advertisement according to the historical delivery data of the advertiser, the delivery effect on which type of delivery label is better, and can give the delivery, and other than the basic targeted delivery of the advertiser, some intelligent delivery labels are developed, and a certain budget upper limit is controlled for each type of label, so that the delivery setting of the advertiser is simplified and better advertisement delivery effect is brought under the condition of realizing intelligent targeting.
Description
Technical Field
The invention relates to the technical field of big data processing, in particular to an advertisement putting method and an advertisement putting system.
Background
With the development of internet technology, online advertising has become a major revenue source for many internet platforms. Compared with the traditional advertisement, the online advertisement not only widens the media channel, but also has more advantages in the aspects of audience coverage, flexibility, pertinence, cost, effect evaluation and the like. Currently, hundreds of millions of advertisements are delivered online via internet platforms every day.
Currently, in an advertisement delivery system, in order to ensure the delivery effect of an advertiser, various types of targeting settings, such as region targeting, keyword targeting, interest targeting, media targeting, redirection, and the like, are generally provided for the advertiser on a delivery setting interface. The advertiser can optimize the advertisement putting scheme through various targeted combinations, so that the best advertisement putting effect is achieved. Optimization personnel are required to participate in the delivery setting optimization, and the people who manage the delivery setting are required to understand the delivery appeal of the advertiser and have related effect optimization experience; moreover, because many effect data have time lag at the system level, the effect lag of the optimization operation is more obvious, and the effect can be achieved only after a plurality of directional combinations are tried, even if the effect is still not the global optimum at the system level. Under the condition, if the advertisement delivery system receives the advertisement, the advertisement delivery is completely carried out according to the manual setting delivery optimization scheme, and due to time lag, on one hand, the system cannot obtain real-time feedback, on the other hand, the manual setting delivery optimization scheme cannot be timely adjusted, and the optimal delivery scheme cannot be achieved. Therefore, the advertisement putting effect is influenced, and the manual setting of the putting optimization scheme wastes time and labor and increases the overall consumption of the advertisement putting system platform.
Disclosure of Invention
In view of the above, the present invention has been made to provide an advertisement delivery method and system that overcome the above problems or at least partially solve the above problems.
In a first aspect, an embodiment of the present invention provides an advertisement delivery method, including:
obtaining a basic orientation of an advertiser for advertisement delivery;
obtaining historical advertisement delivery data related to historical advertisement delivery of the advertiser;
analyzing the historical delivery data to obtain a delivery label corresponding to the advertisement delivery;
for each type of release label, controlling the budget upper limit of the advertisement release on the release label;
and controlling the advertisement delivery according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
With reference to the first aspect, in a first implementation manner of the first aspect, the controlling, for each type of delivered label, an upper budget limit of the advertisement delivery on the delivered label includes:
comparing the releasing effect of each releasing label;
and distributing the budget upper limit of each type of released labels according to the releasing effect of each type of released labels.
With reference to the first aspect, in a second implementation manner of the first aspect, the present invention further includes:
the method comprises the steps of monitoring the releasing effect of various releasing labels in real time, and adjusting the releasing labels corresponding to advertisement releasing and the budget upper limit on the releasing labels in real time according to the releasing effect of various releasing labels.
With reference to the first aspect, in a third implementation manner of the first aspect, the present invention further includes:
and recording the releasing effect of each type of releasing label, and updating the historical releasing data according to the releasing effect of each type of releasing label.
With reference to the first aspect, in a fourth implementation manner of the first aspect, the analyzing the historical advertisement delivery data for delivery effect to obtain a delivery label corresponding to the advertisement delivery specifically includes:
carrying out quantitative analysis on the putting effect on the historical putting data through a preset putting effect analysis model;
carrying out launching directional classification on the historical launching data with the launching effect larger than a preset condition;
and obtaining the sum of the launching effect of each launching directional classification, comparing the sum of the launching effect in each launching directional classification, and obtaining a plurality of launching directional classifications with the sum of the launching effect meeting a preset threshold value as launching labels corresponding to the advertisement launching.
With reference to any one of the foregoing implementation manners of the first aspect, in a fifth implementation manner of the first aspect, the basic orientation includes several orientations among a region orientation, a content orientation, a behavior orientation, a website orientation, a keyword orientation, an interest orientation, a crowd orientation, a time orientation, a media orientation, and a traffic orientation.
With reference to any one of the foregoing implementation manners of the first aspect, in a sixth implementation manner of the first aspect, the release label includes several different directions from the base direction, among a region direction, a content direction, a behavior direction, a website direction, a keyword direction, an interest direction, a crowd direction, a time direction, a media direction, and a traffic direction.
In a second aspect of the present invention, an advertisement delivery system is provided, including:
the basic orientation module is used for obtaining the basic orientation of an advertiser aiming at advertisement putting;
the historical data module is used for obtaining historical advertisement putting data related to historical advertisement putting of the advertiser;
the first acquisition module is used for analyzing the delivery effect of the historical delivery data and acquiring a delivery label corresponding to the advertisement delivery;
the first control module is used for controlling the budget upper limit of the advertisement on the release label aiming at each type of release label;
and the delivery control module is used for controlling the advertisement delivery according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
With reference to the second aspect, in a first implementation manner of the second aspect, the first control module specifically includes:
the comparison module is used for comparing the releasing effect of various releasing labels;
and the second control module is used for distributing the budget upper limit of each type of released labels according to the releasing effect of each type of released labels.
With reference to the second aspect, in a second implementation manner of the second aspect, the present invention further includes:
and the detection module is used for monitoring the releasing effect of various releasing labels in real time and adjusting the releasing labels corresponding to the advertisement releasing and the budget upper limit on the releasing labels in real time according to the releasing effect of various releasing labels.
With reference to the second aspect, in a third implementation manner of the second aspect, the present invention further includes:
and the updating module is used for recording the releasing effect of various releasing labels and updating the historical releasing data according to the releasing effect of various releasing labels.
With reference to the second aspect, in a fourth implementation manner of the second aspect, the first obtaining module specifically includes:
the quantitative analysis module is used for carrying out quantitative analysis on the putting effect on the historical putting data through a preset putting effect analysis model;
the directional classification module is used for carrying out directional classification on the historical release data with the release effect larger than a preset condition;
and the second acquisition module is used for acquiring the sum of the launching effects of each launching directional classification, comparing the sum of the launching effects in each launching directional classification, and acquiring a plurality of launching directional classifications with the sum of the launching effects meeting a preset threshold value as launching labels corresponding to advertisement launching.
With reference to any one of the foregoing implementation manners of the second aspect, in a fifth implementation manner of the second aspect, the present invention provides that the base orientation includes several orientations among a region orientation, a content orientation, a behavior orientation, a website orientation, a keyword orientation, an interest orientation, a crowd orientation, a time orientation, a media orientation, and a traffic orientation.
With reference to any one of the foregoing implementation manners of the second aspect, in a sixth implementation manner of the second aspect, the present invention provides that the placement label includes several different orientations from the base orientation among a region orientation, a content orientation, a behavior orientation, a website orientation, a keyword orientation, an interest orientation, a crowd orientation, a time orientation, a media orientation, and a traffic orientation.
In a third aspect of the present invention, an advertisement delivery system is disclosed, comprising a processor and a memory:
the memory is used for storing a program for executing any one of the methods.
The processor is configured to execute programs stored in the memory.
In a fourth aspect of the invention, a computer-readable storage medium is disclosed, on which a computer program is stored, characterized in that the program, when executed by a processor, implements the steps of any of the methods described above.
The technical scheme provided in the embodiment of the application at least has the following technical effects or advantages:
the invention discloses an advertisement putting method and system, firstly, obtaining the basic orientation of an advertiser aiming at advertisement putting; then obtaining historical advertisement putting data related to the historical advertisement putting of the advertiser; then, carrying out delivery effect analysis on the historical delivery data to obtain a delivery label corresponding to the advertisement delivery; and finally, controlling the advertisement delivery of the advertiser aiming at the advertisement according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery. Therefore, the advertisement delivery system can learn the advertisement from relevant delivery history data according to the basic targeting of the advertiser, the delivery effect on which type of delivery label is better, and can provide the delivery.
The foregoing description is only an overview of the technical solutions of the present invention, and the embodiments of the present invention are described below in order to make the technical means of the present invention more clearly understood and to make the above and other objects, features, and advantages of the present invention more clearly understandable.
Drawings
Various other advantages and benefits will become apparent to those of ordinary skill in the art upon reading the following detailed description of the preferred embodiments. The drawings are only for purposes of illustrating the preferred embodiments and are not to be construed as limiting the invention. Also, like reference numerals are used to refer to like parts throughout the drawings. In the drawings:
FIG. 1 is a diagram illustrating an implementation of a method for advertisement delivery according to an embodiment of the present invention;
FIG. 2 illustrates a block diagram of an advertisement delivery system, according to one embodiment of the present invention.
Detailed Description
Exemplary embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. While exemplary embodiments of the present disclosure are shown in the drawings, it should be understood that the present disclosure may be embodied in various forms and should not be limited to the embodiments set forth herein. Rather, these embodiments are provided so that this disclosure will be thorough and complete, and will fully convey the scope of the disclosure to those skilled in the art.
The embodiment of the invention provides an advertisement delivery method and an advertisement delivery system, and aims to provide an advertisement delivery system capable of realizing intelligent targeting, namely, under the condition of not needing the participation of optimization personnel, the system helps an advertiser to solve the problem of optimization.
Referring to fig. 1, the present invention discloses an advertisement delivery method, which includes:
and 11, obtaining the basic orientation of the advertiser aiming at the advertisement delivery.
In a specific implementation process, in an advertisement delivery system, in order to ensure the delivery effect of an advertiser, various types of targeting settings, such as region targeting, keyword targeting, interest targeting, media targeting, redirection, and the like, are usually provided for the advertiser on a delivery setting interface. The optimization effect of the advertiser on various orientations and combinations of various orientations is not clear, and the advertiser is generally familiar with only one of the orientations, for example, the advertiser with high regional requirements can only set regional orientations. When the advertisement delivery system receives a request of an advertiser for advertisement delivery, the advertiser only needs to select the familiar target as the basic target of the advertisement delivery through a delivery setting interface, for example, the geographically related advertiser only sets the geographical target, the unfamiliar target can not be selected, and the advertisement delivery system carries out intelligent targeting. The intelligent targeting is that the advertisement optimization scheme is provided by the system without the participation of advertisers and advertisement delivery optimization personnel, so as to help the advertisers to solve the optimization problem.
And step 12, obtaining historical advertisement delivery data related to the historical advertisement delivery of the advertiser.
And step 13, analyzing the historical delivery data to obtain a delivery label corresponding to the advertisement delivery.
In a specific implementation process, the system learns which traffic, which crowd and/or which time period the advertiser has better delivery effect on various objects from historical data (i.e., historical delivery data) of previous advertisement deliveries by the advertiser, and further takes several objects with good effect as intelligent delivery tags, i.e., delivery tags corresponding to the advertisement deliveries of the advertiser.
Drop tags include, but are not limited to: geographic orientation, content orientation, behavior orientation, website orientation, keyword orientation, interest orientation, crowd orientation, time orientation, media orientation, traffic orientation, and the like. The basic targeting is also one of the foregoing targeting, but the basic targeting is often set by a user, and the target tag mentioned in this embodiment is a target content that is intelligently matched by the system according to the history data of the advertiser, and is used as an intelligent target tag that is derived in addition to the basic targeting of the advertiser.
As an alternative embodiment, in step 13, performing delivery effect analysis on the historical delivery data, and acquiring a delivery label corresponding to the advertisement delivery, specifically including step 131, step 132, and step 133:
131, carrying out quantitative analysis on the release effect on the historical release data through a preset release effect analysis model;
in a specific implementation process, the preset advertisement effectiveness analysis model may be a linear function model related to advertisement effectiveness, for example, defining several quantifiable indexes for advertisement effectiveness, as variables for measuring advertisement effectiveness, such as number of clicks, number of displays, conversion rate, cost per click and cost per thousand of people displayed, and combining several indexes to measure advertisement effectiveness, and taking the weight of each index in measuring advertisement effectiveness as a coefficient of the variable represented by the index.
Of course, several quantifiable indexes can be defined for each type of targeting as variables for measuring the advertisement effect, for example, for traffic targeting, the arrival rate, the two-hop rate and the order rate can be defined, and the advertisement delivery effect under the traffic targeting can be measured by combining the several indexes.
Step 132, performing targeted delivery classification on the historical delivery data with the delivery effect larger than a preset condition;
in a specific implementation process, the preset condition may be a threshold, such as an advertisement delivery revenue rate, or some condition, such as reaching a desired effect, and the historical delivery data meeting the same preset condition is defined as the same delivery targeting classification. Different delivery orientation classifications can be specified according to different preset conditions.
And step 133, obtaining the sum of the launching effects of each launching orientation classification, comparing the sums of the launching effects in each launching orientation classification, and obtaining a plurality of launching orientation classifications with the sums of the launching effects meeting a preset threshold value as launching labels corresponding to the advertisement launching.
In a specific implementation process, adding the advertisement putting effects of all advertisement putting in the same putting targeted classification, and comparing the sum of the advertisement putting effects in the putting targeted classification, for example, when the advertisement putting profitability in the crowd targeted classification is 90, the advertisement putting profitability in the traffic targeted classification is 70, the advertisement putting profitability in the region targeted classification is 10, and the preset threshold value is 50, the crowd targeted and the traffic targeted meeting the preset threshold value are used as putting labels.
In particular, in the present invention, in order to obtain a more accurate advertisement effect, it is possible to refine the targeting of each category. For example, in the case of crowd orientation, the crowd may be divided into crowd a, crowd B, and the like according to the gender, age, occupation, and the like of the person.
And step 14, controlling the budget upper limit of the advertisement on the release label aiming at each type of release label.
And controlling the budget upper limit of the advertisement on the release label aiming at each type of release label. For example, the goal of optimizing advertisement placement is achieved by targeting better placement effect and increasing the upper limit of allocated budget, and the following specific analysis is performed.
As an alternative embodiment, step 14, for each type of delivered label, controlling an upper budget limit of the advertisement delivery on the delivered label, specifically including:
and comparing the releasing effect of various releasing labels.
And distributing the budget upper limit of each type of released labels according to the releasing effect of each type of released labels.
In a specific implementation process, the better the delivery effect is, the higher the upper budget limit is, that is, the more the budget is, that is, the delivery effect and the upper budget limit are positively correlated. In actual operation, for the release label with a good release effect, the purpose of allocating the budget upper limit can be achieved by allocating a higher budget coefficient.
As an alternative embodiment, the method of the present invention further comprises:
the method comprises the steps of monitoring the releasing effect of various releasing labels in real time, and adjusting the releasing labels corresponding to advertisement releasing and the budget upper limit on the releasing labels in real time according to the releasing effect of various releasing labels.
In a specific implementation process, since the network environment changes all the time, if budget allocation is performed only according to historical data, information lag is inevitable, and an expected advertisement delivery effect cannot be achieved. Therefore, the putting effect quantitative analysis can be carried out on the putting effect of the current various putting labels through a preset putting effect analysis model; and dynamically adjusting the launching label corresponding to the advertisement launching and the budget upper limit on the launching label in real time according to the analysis result.
As an alternative embodiment, the method of the present invention further comprises:
and recording the releasing effect of each type of releasing label, and updating the historical releasing data according to the releasing effect of each type of releasing label.
As an alternative embodiment, the basic orientation includes several orientations of a region orientation, a content orientation, a behavior orientation, a website orientation, a keyword orientation, an interest orientation, a crowd orientation, a time orientation, a media orientation, and a traffic orientation.
As an alternative embodiment, the placement label includes several orientations different from the base orientation among a region orientation, a content orientation, a behavior orientation, a website orientation, a keyword orientation, an interest orientation, a crowd orientation, a time orientation, a media orientation, and a traffic orientation.
And step 15, controlling the advertisement delivery according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
In step 11, the basic target specified by the advertiser is obtained, and the expanded intelligent delivery label is obtained through steps 12-14, so that the advertisement can be delivered according to the basic target and the intelligent matched delivery label (other targets). Of course, it can be understood that an advertiser generally sets a certain budget for basic targeting, and each delivery label matched intelligently can also obtain a corresponding budget upper limit through the foregoing scheme, so that when advertisement delivery is performed for the advertiser, the advertiser can comprehensively know which targeting directions are delivered and how much budget is delivered for each targeting.
Referring to fig. 2, the present invention discloses an advertisement delivery system, including:
a basic orientation module 21, configured to obtain a basic orientation of an advertiser for advertisement delivery;
a historical data module 22, configured to obtain historical advertisement delivery data related to historical advertisement delivery of the advertiser;
a first obtaining module 23, configured to perform delivery effect analysis on the historical delivery data, and obtain a delivery label corresponding to the advertisement delivery;
a first control module 24, configured to control, for each type of delivered label, an upper budget limit of the advertisement delivered on the delivered label;
and the delivery control module 25 is configured to control the advertisement delivery according to the basic targeting and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
As an optional embodiment, the first control module specifically includes:
the comparison module is used for comparing the releasing effect of various releasing labels;
and the second control module is used for distributing the budget upper limit of each type of released labels according to the releasing effect of each type of released labels.
As an alternative embodiment, the method further comprises:
and the detection module is used for monitoring the releasing effect of various releasing labels in real time and adjusting the releasing labels corresponding to the advertisement releasing and the budget upper limit on the releasing labels in real time according to the releasing effect of various releasing labels.
As an alternative embodiment, the method further comprises:
and the updating module is used for recording the releasing effect of various releasing labels and updating the historical releasing data according to the releasing effect of various releasing labels.
As an optional embodiment, the first obtaining module specifically includes:
the quantitative analysis module is used for carrying out quantitative analysis on the putting effect on the historical putting data through a preset putting effect analysis model;
the directional classification module is used for carrying out directional classification on the historical release data with the release effect larger than a preset condition;
and the second acquisition module is used for acquiring the sum of the launching effects of each launching directional classification, comparing the sum of the launching effects in each launching directional classification, and acquiring a plurality of launching directional classifications with the sum of the launching effects meeting a preset threshold value as launching labels corresponding to advertisement launching.
It should be noted that, in the above embodiments, the basic orientation includes several orientations of a region orientation, a content orientation, a behavior orientation, a website orientation, a keyword orientation, an interest orientation, a crowd orientation, a time orientation, a media orientation, and a traffic orientation.
As an alternative embodiment, the placement label includes several orientations different from the base orientation among a region orientation, a content orientation, a behavior orientation, a website orientation, a keyword orientation, an interest orientation, a crowd orientation, a time orientation, a media orientation, and a traffic orientation.
The technical scheme provided in the embodiment of the application at least has the following technical effects or advantages:
the invention discloses an advertisement putting method and system, firstly, obtaining the basic orientation of an advertiser aiming at advertisement putting; then obtaining historical advertisement putting data related to the historical advertisement putting of the advertiser; then, carrying out delivery effect analysis on the historical delivery data to obtain a delivery label corresponding to the advertisement delivery; and finally, controlling the advertisement delivery of the advertiser aiming at the advertisement according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery. Therefore, the advertisement delivery system can learn the advertisement from relevant delivery history data according to the basic targeting of the advertiser, the delivery effect on which type of delivery label is better, and can provide the delivery.
The embodiment of the invention also provides an advertisement delivery system, which can be any intelligent terminal equipment including a notebook computer, a desktop computer, a mobile phone, a tablet computer, a Personal Digital Assistant (PDA), a Point of sale (POS), an intelligent television, wearable equipment, a vehicle-mounted computer and the like. The advertisement delivery system comprises a processor and a memory:
the memory is used for storing a program for executing any one of the methods.
The processor is configured to execute programs stored in the memory.
The person skilled in the art will understand that the system should at least also have an input unit, a display unit, etc.
The following describes the relevant components of the advertisement delivery system in detail with reference to the method of the present invention:
the memory may be used to store software programs and modules, and the processor may execute various functional applications and data processing of the advertisement delivery system by operating the software programs and modules stored in the memory. The memory may mainly include a storage program area and a storage data area, wherein the storage program area may store an operating system, an application program (such as a receiving module, a searching module, etc.) required by at least one functional module, and the like; the storage data area may store data created according to the use of the advertisement delivery system (such as historical delivery data related to basic targeting, recording delivery effects of various types of delivery tags, and the like), and the like. Further, the memory may include high speed random access memory, and may also include non-volatile memory, such as at least one magnetic disk storage device, flash memory device, or other volatile solid state storage device.
The input unit may be used to receive input numeric or character information and generate key signal inputs related to user settings and function control of the advertisement delivery system. Specifically, the input unit may include a touch panel and other input devices. The touch panel, also called a touch screen, may collect touch operations of a user (for example, operations of the user on or near the touch panel using any suitable object or accessory such as a finger, a stylus, etc.) and drive the corresponding connection device according to a preset program. Alternatively, the touch panel may include two parts, a touch detection device and a touch controller. The touch detection device detects the touch direction of a user, detects a signal brought by touch operation and transmits the signal to the touch controller; the touch controller receives touch information from the touch detection device, converts the touch information into touch point coordinates, sends the touch point coordinates to the processor, and can receive and execute commands sent by the processor. In addition, the touch panel may be implemented in various types such as a resistive type, a capacitive type, an infrared ray, and a surface acoustic wave. The input unit may include other input devices in addition to the touch panel. In particular, other input devices may include, but are not limited to, one or more of a physical keyboard, function keys (such as volume control keys, switch keys, etc.), a trackball, a mouse, a joystick, and the like.
The display unit may be used to display information input by the user or information provided to the user and various menus of the advertisement delivery system. The display unit may include a display panel, and optionally, the display panel may be configured in the form of a Liquid Crystal Display (LCD), an Organic Light-Emitting Diode (OLED), or the like. Further, the touch panel may cover the display panel, and when the touch panel detects a touch operation thereon or nearby, the touch panel transmits the touch operation to the processor to determine the type of the touch event, and then the processor provides a corresponding visual output on the display panel according to the type of the touch event. Although the touch panel and the display panel are two separate components to implement the input and output functions of the advertising system, in some embodiments, the touch panel and the display panel may be integrated to implement the input and output functions of the advertising system.
The embodiment of the present invention further provides a computer-readable storage medium, on which a computer program is stored, where the computer program, when executed by a processor, implements corresponding steps in the foregoing embodiments, and specific technical details are not disclosed.
The algorithms and displays presented herein are not inherently related to any particular computer, virtual machine, or other apparatus. Various general purpose systems may also be used with the teachings herein. The required structure for constructing such a system will be apparent from the description above. Moreover, the present invention is not directed to any particular programming language. It is appreciated that a variety of programming languages may be used to implement the teachings of the present invention as described herein, and any descriptions of specific languages are provided above to disclose the best mode of the invention.
In the description provided herein, numerous specific details are set forth. It is understood, however, that embodiments of the invention may be practiced without these specific details. In some instances, well-known methods, structures and techniques have not been shown in detail in order not to obscure an understanding of this description.
Similarly, it should be appreciated that in the foregoing description of exemplary embodiments of the invention, various features of the invention are sometimes grouped together in a single embodiment, figure, or description thereof for the purpose of streamlining the disclosure and aiding in the understanding of one or more of the various inventive aspects. However, the disclosed method should not be interpreted as reflecting an intention that: that the invention as claimed requires more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive aspects lie in less than all features of a single foregoing disclosed embodiment. Thus, the claims following the detailed description are hereby expressly incorporated into this detailed description, with each claim standing on its own as a separate embodiment of this invention.
Those skilled in the art will appreciate that the modules in the device in an embodiment may be adaptively changed and disposed in one or more devices different from the embodiment. The modules or units or components of the embodiments may be combined into one module or unit or component, and furthermore they may be divided into a plurality of sub-modules or sub-units or sub-components. All of the features disclosed in this specification (including any accompanying claims, abstract and drawings), and all of the processes or elements of any method or apparatus so disclosed, may be combined in any combination, except combinations where at least some of such features and/or processes or elements are mutually exclusive. Each feature disclosed in this specification (including any accompanying claims, abstract and drawings) may be replaced by alternative features serving the same, equivalent or similar purpose, unless expressly stated otherwise.
Furthermore, those skilled in the art will appreciate that while some embodiments herein include some features included in other embodiments, rather than other features, combinations of features of different embodiments are meant to be within the scope of the invention and form different embodiments. For example, in the following claims, any of the claimed embodiments may be used in any combination.
The various component embodiments of the invention may be implemented in hardware, or in software modules running on one or more processors, or in a combination thereof. Those skilled in the art will appreciate that a microprocessor or Digital Signal Processor (DSP) may be used in practice to implement some or all of the functionality of some or all of the components of a gateway, proxy server, system according to embodiments of the present invention. The present invention may also be embodied as apparatus or device programs (e.g., computer programs and computer program products) for performing a portion or all of the methods described herein. Such programs implementing the present invention may be stored on computer-readable media or may be in the form of one or more signals. Such a signal may be downloaded from an internet website or provided on a carrier signal or in any other form.
It should be noted that the above-mentioned embodiments illustrate rather than limit the invention, and that those skilled in the art will be able to design alternative embodiments without departing from the scope of the appended claims. In the claims, any reference signs placed between parentheses shall not be construed as limiting the claim. The word "comprising" does not exclude the presence of elements or steps not listed in a claim. The word "a" or "an" preceding an element does not exclude the presence of a plurality of such elements. The invention may be implemented by means of hardware comprising several distinct elements, and by means of a suitably programmed computer. In the unit claims enumerating several means, several of these means may be embodied by one and the same item of hardware. The use of the words second, third, etc. do not denote any order. These words may be interpreted as names.
A1, an advertisement delivery method, comprising:
obtaining a basic orientation of an advertiser for advertisement delivery;
obtaining historical advertisement delivery data related to historical advertisement delivery of the advertiser;
analyzing the historical delivery data to obtain a delivery label corresponding to the advertisement delivery;
for each type of release label, controlling the budget upper limit of the advertisement release on the release label;
and controlling the advertisement delivery according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
A2, the method of claim A1, wherein the controlling, for each type of impression tag, an upper budget limit for the advertisement impressions on the impression tag comprises:
comparing the releasing effect of each releasing label;
and distributing the budget upper limit of each type of released labels according to the releasing effect of each type of released labels.
A3, the method of claim a1, further comprising:
the method comprises the steps of monitoring the releasing effect of various releasing labels in real time, and adjusting the releasing labels corresponding to advertisement releasing and the budget upper limit on the releasing labels in real time according to the releasing effect of various releasing labels.
A4, the method of claim a1, further comprising:
and recording the releasing effect of each type of releasing label, and updating the historical releasing data according to the releasing effect of each type of releasing label.
The method of claim a1, as denoted by a5, wherein the analyzing the historical placement data for placement effectiveness to obtain a placement label corresponding to the advertisement placement comprises:
carrying out quantitative analysis on the putting effect on the historical putting data through a preset putting effect analysis model;
carrying out launching directional classification on the historical launching data with the launching effect larger than a preset condition;
and obtaining the sum of the launching effect of each launching directional classification, comparing the sum of the launching effect in each launching directional classification, and obtaining a plurality of launching directional classifications with the sum of the launching effect meeting a preset threshold value as launching labels corresponding to the advertisement launching.
A6, the method of any one of claims a1 to a5, wherein the base orientation comprises several of a geographic orientation, a crowd orientation, a temporal orientation, a media orientation, and a traffic orientation.
A7, the method according to any one of claims a1 to a5, wherein the drop labels comprise several of a geographic orientation, a crowd orientation, a temporal orientation, a media orientation and a traffic orientation different from the base orientation.
B8, an advertisement delivery system, comprising:
the basic orientation module is used for obtaining the basic orientation of an advertiser aiming at advertisement putting;
the historical data module is used for obtaining historical advertisement putting data related to historical advertisement putting of the advertiser;
the first acquisition module is used for analyzing the delivery effect of the historical delivery data and acquiring a delivery label corresponding to the advertisement delivery;
the first control module is used for controlling the budget upper limit of the advertisement on the release label aiming at each type of release label;
and the delivery control module is used for controlling the advertisement delivery according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
B9, the system of claim B8, wherein the first control module specifically comprises:
the comparison module is used for comparing the releasing effect of various releasing labels;
and the second control module is used for distributing the budget upper limit of each type of released labels according to the releasing effect of each type of released labels.
B10, the system of claim B8, further comprising:
and the detection module is used for monitoring the releasing effect of various releasing labels in real time and adjusting the releasing labels corresponding to the advertisement releasing and the budget upper limit on the releasing labels in real time according to the releasing effect of various releasing labels.
B11, the system of claim B8, further comprising:
and the updating module is used for recording the releasing effect of various releasing labels and updating the historical releasing data according to the releasing effect of various releasing labels.
B12, the system of claim B8, wherein the first obtaining module specifically comprises:
the quantitative analysis module is used for carrying out quantitative analysis on the putting effect on the historical putting data through a preset putting effect analysis model;
the directional classification module is used for carrying out directional classification on the historical release data with the release effect larger than a preset condition;
and the second acquisition module is used for acquiring the sum of the launching effects of each launching directional classification, comparing the sum of the launching effects in each launching directional classification, and acquiring a plurality of launching directional classifications with the sum of the launching effects meeting a preset threshold value as launching labels corresponding to advertisement launching.
B13, the system according to any one of claims B8 to B12, wherein the base orientation comprises several of a geographic orientation, a crowd orientation, a temporal orientation, a media orientation and a traffic orientation.
B14, the system according to any one of claims B8 to B12, wherein the drop labels comprise several of a geographic orientation, a crowd orientation, a temporal orientation, a media orientation and a traffic orientation different from the base orientation.
C15, an advertisement delivery system, comprising a processor and a memory:
the memory for storing a program for performing the method of any of claims A1 to A7,
the processor is configured to execute programs stored in the memory.
D16, a computer-readable storage medium, on which a computer program is stored, characterized in that the program, when being executed by a processor, carries out the steps of any one of claims a1-a 7.
Claims (10)
1. An advertisement delivery method, comprising:
obtaining a basic orientation of an advertiser for advertisement delivery;
obtaining historical advertisement delivery data related to historical advertisement delivery of the advertiser;
analyzing the historical delivery data to obtain a delivery label corresponding to the advertisement delivery;
for each type of release label, controlling the budget upper limit of the advertisement release on the release label;
and controlling the advertisement delivery according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
2. The method of claim 1, wherein said controlling, for each type of impression tag, an upper budget limit for the placement of said advertisement on said impression tag comprises:
comparing the releasing effect of each releasing label;
and distributing the budget upper limit of each type of released labels according to the releasing effect of each type of released labels.
3. The method of claim 1, further comprising:
the method comprises the steps of monitoring the releasing effect of various releasing labels in real time, and adjusting the releasing labels corresponding to advertisement releasing and the budget upper limit on the releasing labels in real time according to the releasing effect of various releasing labels.
4. The method of claim 1, further comprising:
and recording the releasing effect of each type of releasing label, and updating the historical releasing data according to the releasing effect of each type of releasing label.
5. The method according to claim 1, wherein the analyzing the historical advertisement delivery data for delivery effectiveness to obtain a delivery label corresponding to the advertisement delivery comprises:
carrying out quantitative analysis on the putting effect on the historical putting data through a preset putting effect analysis model;
carrying out launching directional classification on the historical launching data with the launching effect larger than a preset condition;
and obtaining the sum of the launching effect of each launching directional classification, comparing the sum of the launching effect in each launching directional classification, and obtaining a plurality of launching directional classifications with the sum of the launching effect meeting a preset threshold value as launching labels corresponding to the advertisement launching.
6. The method of any one of claims 1 to 5, wherein the base orientation comprises several of a geographic orientation, a crowd orientation, a temporal orientation, a media orientation, and a traffic orientation.
7. The method of any of claims 1-5, wherein the drop labels comprise a number of orientations different from the base orientation among a geographic orientation, a crowd orientation, a temporal orientation, a media orientation, and a traffic orientation.
8. An advertisement delivery system, comprising:
the basic orientation module is used for obtaining the basic orientation of an advertiser aiming at advertisement putting;
the historical data module is used for obtaining historical advertisement putting data related to historical advertisement putting of the advertiser;
the first acquisition module is used for analyzing the delivery effect of the historical delivery data and acquiring a delivery label corresponding to the advertisement delivery;
the first control module is used for controlling the budget upper limit of the advertisement on the release label aiming at each type of release label;
and the delivery control module is used for controlling the advertisement delivery according to the basic orientation and the budget upper limit corresponding to the delivery label corresponding to the advertisement delivery.
9. An advertisement delivery system comprising a processor and a memory:
the memory for storing a program for performing the method of any one of claims 1 to 7,
the processor is configured to execute programs stored in the memory.
10. A computer-readable storage medium, on which a computer program is stored which, when being executed by a processor, carries out the steps of any one of claims 1-7.
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