CN111242686A - Method for estimating starting-up advertisement putting quantity and server - Google Patents
Method for estimating starting-up advertisement putting quantity and server Download PDFInfo
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Abstract
The embodiment of the application shows a method and a server for estimating the putting quantity of startup advertisements. The method comprises the following steps: calculating the daily exposure according to the order exposure and the delayed exposure, and calculating the daily advertisement putting amount according to the daily exposure and the daily exposure, wherein the daily exposure is obtained by counting historical data; and pre-burying startup advertisement traffic according to the advertisement putting amount of the current day. According to the technical scheme shown in the embodiment of the application, firstly, the delay exposure which is possibly generated in the current day by the previously-released startup advertisement is calculated according to historical data, and the current day exposure is calculated based on the order exposure and the delay exposure. And then according to the statistical result of the historical data, predicting the exposure rate of the current day possibly generated in the current day of the startup advertisement putting, and calculating the current day advertisement putting amount according to the current day exposure rate and the current day exposure rate. And finally, pre-burying startup advertisement traffic by the server according to the advertisement putting amount of the current day.
Description
Technical Field
The application relates to the technical field of servers, in particular to a method for pre-estimating the putting quantity of startup advertisements and a server.
Background
When the terminal is started, some advertisements are played on a display screen of the terminal, the advertisements are called starting advertisements, and the traffic generated by the corresponding starting advertisements is called starting advertisement traffic.
In the advertisement operation process, an advertisement operator puts in advance a boot advertisement with a certain flow rate (also referred to as boot advertisement flow rate in the embodiment of the present application) in an advertisement pre-embedding manner. Each time the subsequent user plays the boot advertisement, the exposure of the boot advertisement is generated. Generally, in order to make the exposure amount generated by the pre-delivered boot advertisement traffic satisfy the exposure amount proposed by the advertiser, some advertisement operators obtain a statistical result by counting the historically delivered boot advertisement traffic, and estimate the future delivered boot advertisement traffic based on the statistical result.
However, because the boot advertisement has a hysteresis characteristic, the flow rate of the boot advertisement delivered by the advertisement operator in advance is not completely consistent with the exposure amount required by the advertiser, and how to accurately estimate the advertisement delivery amount of the exposure amount meeting the requirement of the advertiser becomes an urgent technical problem to be solved.
Disclosure of Invention
In order to solve the technical problem, the application provides a method and a server for estimating the putting quantity of the startup advertisement.
A first aspect of the embodiments of the present application provides a method for estimating a placement amount of a startup advertisement, where the method is applied to a server side, and includes:
calculating the daily exposure according to an order exposure and a delay exposure, wherein the order exposure is the exposure required by an advertiser on the day of advertisement putting, the delay exposure is the exposure generated by the unexposed startup advertisement flow before the advertisement putting time in a first preset time period, and the daily exposure is the exposure which can be generated by the released startup advertisement flow in the first preset time period;
calculating the advertisement putting amount of the current day according to the exposure amount of the current day and the exposure rate of the current day, wherein the exposure rate of the current day is obtained according to historical data statistics;
and pre-burying starting-up advertisement flow according to the advertisement putting amount of the current day.
In a second aspect, an embodiment of the present application provides a server, where,
the server is configured to calculate the daily exposure according to an order exposure and a delay exposure, wherein the order exposure is the exposure required by an advertiser on the day of advertisement putting, the delay exposure is the exposure generated by the unexposed boot advertisement flow before the advertisement putting time in a first preset time period, and the daily exposure is the exposure which can be generated by the released boot advertisement flow in the first preset time period;
the server is configured to calculate the advertisement putting amount of the current day according to the exposure amount of the current day and the exposure rate of the current day, wherein the exposure rate of the current day is obtained by statistics of historical data;
the server is configured to pre-embed the boot advertisement traffic according to the advertisement putting amount of the current day.
The application embodiment shows a method for estimating the delivery amount of a startup advertisement and a server, wherein the method is applied to a server side and comprises the following steps: calculating the daily exposure according to the order exposure and the delayed exposure, and calculating the daily advertisement putting amount according to the daily exposure and the daily exposure, wherein the daily exposure is obtained by counting historical data; and pre-burying starting-up advertisement flow according to the advertisement putting amount of the current day. According to the technical scheme shown in the embodiment of the application, firstly, the delay exposure which is possibly generated in the current day by the previously-released startup advertisement is calculated according to historical data, and the current day exposure is calculated based on the order exposure and the delay exposure. And then the server predicts the day exposure rate which is possibly generated on the day of starting the advertisement putting according to the statistical result of the historical data, and calculates the day advertisement putting amount according to the day exposure rate and the day exposure rate. And finally, pre-burying startup advertisement flow by the server according to the advertisement putting amount on the same day. According to the technical scheme shown in the embodiment of the application, the delayed exposure which is possibly generated in the same day of putting the starting advertisements put before is considered in the process of calculating the exposure in the same day, so that the calculated exposure in the same day is more accurate, and the advertisement putting amount in the same day calculated based on the exposure in the same day is more reasonable.
Drawings
In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings needed in the embodiments will be briefly described below, and it is obvious that the drawings in the following description are only some embodiments of the present invention, and it is obvious for those skilled in the art to obtain other drawings without creative efforts.
FIG. 1 is an application scenario diagram;
FIG. 2 is a flowchart illustrating a method for estimating a delivery amount of an advertisement when starting up according to an embodiment of the present application;
FIG. 3 is a graph of a first exposure rate versus time, as shown in an embodiment of the present application;
FIG. 4 is a second exposure versus time graph as shown in an embodiment of the present application;
FIG. 5 is a graph showing exposure versus time according to an embodiment of the present application;
FIG. 6a is a graph showing exposure to light versus time for a 25 year old female according to an embodiment of the present application;
FIG. 6b is a graph showing the exposure to light versus time for a 25 year old male in accordance with an embodiment of the present invention.
Detailed Description
The technical solutions in the embodiments of the present invention will be described clearly and completely with reference to the accompanying drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention. As shown in the application scenario diagram of fig. 1, in the method for estimating a placement amount of a startup advertisement, the display device, and the server according to the embodiment of the present application, the display device 10 and the server 20 are used as interactive objects, and one server 20 may be in communication connection with a plurality of display devices at the same time. The display device 10 and the server 20 may communicate with each other through a Local Area Network (LAN), a Wireless Local Area Network (WLAN), and other internet networks. The display device 10 may be a smart television, an outdoor display screen, a computer, a projection display device, or other display devices capable of supporting OTT device connection, and the specific type, size, resolution, and the like of the display device are not limited, and those skilled in the art can understand that the display device 10 may be changed in performance and configuration as needed. The OTT device described in this application includes a streaming media box, an HDMI TV stick, an intelligent TV, a game console, a DVR (Digital Video recorder) set-top box, and an internet-enabled intelligent blu-ray/DVD (Digital Video Disc) player. Among them, commonly used streaming media boxes such as Apple TV, Amazon Fire TV, Android TV, Samsung allsharp Cast, etc.; the HDMI TV Stick can adopt Chromecast, Roku, Amazon Fire TV Stick and the like; the smart TV may be a TV application like Netflix or HBO GO, etc.
The server 20 is a server used by an advertiser to place an advertisement, the advertiser can make and review an advertisement placement strategy through the server 20, and a special database can be set for storing the advertisement placement strategy that is passed by the review, the current conventional advertisement placement strategy generally includes an advertisement name, advertisement space information, a display time point, a play time length, a placement amount, an advertisement start placement date, an advertisement end placement date, a placement area, a CPM (Cost Per mle), a display frequency control in a cycle, a single-device single-day display frequency control, a directional dimension, a strategy priority, device information, a sales platform, and the like, and the advertisement placement strategy can be made according to an actual placement requirement, and is not limited to the embodiment. The server 20 issues the desired advertisement delivery policy to the display device 10 through the internet, and the display device 10 plays the corresponding advertisement material on the display interface according to the requirements specified by the advertisement delivery policy.
In the advertisement operation process, an advertisement operator puts in advance the starting-up advertisement flow in an advertisement pre-embedding mode. The method comprises the steps that a rated amount of starting-up advertisement flow is put in advance, and the exposure of the starting-up advertisement is generated once every time a subsequent user plays the starting-up advertisement. Generally, in order to enable the pre-delivered boot advertisement traffic (also referred to as advertisement delivery volume in this application) to meet the requirement of exposure amount proposed by the advertiser, some advertisement operators obtain statistical results by counting the boot advertisement traffic of historical deliveries, and estimate the boot advertisement traffic of future deliveries based on the statistical results.
However, the amount of the boot advertisement traffic is not completely consistent with the exposure amount required by the advertiser, and how to accurately estimate the advertisement putting amount of the exposure amount meeting the requirement of the advertiser becomes a technical problem to be solved urgently.
Based on the above technical problem, a first aspect of the embodiment of the present application shows a method for estimating a placement amount of a startup advertisement, a flowchart of the method may refer to fig. 2, and the method includes:
s101, the server is configured to calculate the daily exposure according to the order exposure and the delay exposure.
The order exposure is the exposure required by an advertiser on the day of advertisement putting, the delay exposure is the exposure generated by the unexposed startup advertisement flow in the first preset time period before the advertisement putting time, and the exposure on the day is the exposure which can be generated by the unexposed startup advertisement flow in the first preset time period.
Since the boot advertisement is delivered once a day, the first preset time period shown in the embodiment of the present application is one day.
The three exposures are described in detail below:
(1) the order exposure, when a transaction is made between the advertiser and the advertising operator, the advertiser sends an advertising order to the advertising operator, the advertising order typically comprising: the advertisement publishing position, time, size, exposure rate, etc. are sent to the advertisement operator together with the advertisement draft and the picture draft (or the television film).
The exposure amount of the order is the exposure amount specified in the advertisement order in the embodiment. In a feasible embodiment, the ad order is loaded with an exposure of 3000CPM for 12 months and 18 days 2019 for ad A. In this case 3000CPM is the order exposure for the day of 12 months and 18 days in 2019.
(2) The daily exposure is the exposure which can be generated by the power-on advertisement flow put at this time in the first preset time period. For example, in one possible embodiment, the advertisement order may have advertisement placement times of 10 months in 2019 to 18 months in 2019 with an exposure of 3000CPM per day. Then the exposure produced by the 5000CPM boot advertisement traffic delivered in 2019 at 12/18/2019 is called the daily exposure.
(3) The exposure amount is delayed, due to the delayed time of the launch of the boot advertisement and the exposure, the exposure flow of the current day may be launched many days ago, and the exposure amount is referred to as the delayed exposure amount in the technical scheme shown in the embodiment of the application. The advertisement order is loaded with advertisement putting time from 12 and 10 days in 2019 to 12 and 18 days in 2019. Usually, the launch of the boot-strap advertisement is launched in a day unit, namely, the launch is launched once in 12 months and 10 days in 2019, the launch is launched once in 11 days in 12 months and 12 months in 2019, the launch is launched once in 13 months and 12 months in 2019, the launch is launched once in 14 days in 12 months and 12 months in 2019, the launch is launched once in 15 days in 12 months and 15 months in 2019, the launch is launched once in 16 days in 12 months and 12 months in 2019, the launch is launched once in 17 days in 12 months and 18. The boot advertisement released the previous day cannot be completely exposed, so there are some remaining released amounts before the boot advertisement is released the same day, and these remaining released amounts may be exposed the same day, and further generate a certain exposure amount, which is referred to as a delay exposure amount in this embodiment. In the technical scheme shown in the embodiment of the application, the time-lapse exposure includes the residual exposure and the pre-exposure. The two exposures are described in detail below with reference to specific examples.
In one possible embodiment, the demand date of an advertiser's order is [ d, d +1, d + 2.., d + n ], the corresponding order exposure is [ e0, e1..., en ], and the delay exposure is [ a0, a1..., an ].
Wherein the content of the first and second substances,
di，jand the delayed exposure rate of j days after the ith day, wherein i is an integer and i is not equal to n.
When i is-1, PiIs the first exposure rate. Otherwise, PiIs the second exposure rate. The above-mentioneddi，jAnd piAll are obtained by historical data statistics. The statistical process of the two exposure rates is explained in detail below.
A. When i is-1, the compound ciIs the pre-input amount; piIs a first exposure rate;
the putting time of the preselected putting amount is the corresponding putting time when the first exposure rate corresponding to the preselected putting amount is smaller than a preset threshold;
the first exposure rate PiThe first historical data is obtained through statistics, and the first historical data comprises: the method comprises the steps of starting advertisement exposure amount corresponding to a first preset time interval in one day, wherein the first time interval unit is hour.
In a feasible embodiment, considering that the demand date of the advertisement order is [ d, d +1, d +2,.... d, d + n ] (d + n represents n days after the date d), the exposure of d days is 3000CPM, and because the boot advertisement has a time delay property, the boot advertisement which is pre-posted with a certain flow rate needs to be posted at a certain time of d-1 days so as to ensure that the exposure of d days can reach 3000 CPM. The probability of the exposure of the launched start-up advertisement carried out on the d-1 day is related to the launching time, and the earlier the launching time of the start-up advertisement is, the greater the probability of the exposure of the corresponding start-up advertisement on the d-1 day is. In the scheme shown in the embodiment of the application, the advertisement of the boot-up off of d-1 day exposure is called lost traffic. It is therefore necessary to define a time when the flow loss threshold value is below this threshold value for placing order a.
In the technical scheme shown in the embodiment of the application, the starting-up advertisement traffic delivered on d-1 day is called the pre-delivery volume. And the putting time of the preselected putting amount is the corresponding putting time when the first exposure rate corresponding to the preselected putting amount is smaller than a preset threshold.
In this application, the first exposure rate is obtained by statistics of first historical data. The first history data includes: the method comprises the steps of starting advertisement exposure amount corresponding to a first preset time interval in one day, wherein the first time interval unit is hour. The specific statistical process comprises the steps of obtaining the putting quantity and the exposure quantity of the startup advertisement of 0-1 point and the putting quantity and the exposure quantity of the startup advertisement of 1-2 points; the placement amount and exposure amount of the boot advertisement of 2-3 points, the placement amount and exposure amount of the boot advertisement of 3-4 points and the placement amount and exposure amount of the boot advertisement of … … 23-24 points. The first exposure rate in the time period is counted according to the advertisement putting amount and the exposure amount corresponding to the counted time, and the technical method of the first exposure rate is described below with reference to specific examples.
In one feasible embodiment, the amount of the 0-1 point startup advertisement in d-1 day is 100CPM and the exposure is 80CPM, and the corresponding exposure of 1 point is 80%. The putting amount of the 1-2-point startup advertisement is 100CPM and the exposure is 96CPM, and correspondingly, the exposure of the 2-point is 96/(100-80+ 100). The putting amount of the 2-3-point startup advertisement is 100CPM and the exposure is 96CPM, and correspondingly, the exposure of the 3 points is 96/(120-96+ 100). The putting amount of the 3-4-point startup advertisement is 100CPM and the exposure is 96CPM, correspondingly, the exposure of 4 points is 96/(120-96+100) … …, and the first exposure is sequentially calculated according to the rule, and finally, the calculation result can be obtained, and refer to fig. 3. In FIG. 3, the horizontal axis indicates time in hours; the vertical axis represents the first exposure unit in%. From the calculation results shown in fig. 3, it can be seen that the start-up advertisement is delivered after 10 points, and the corresponding first exposure rate tends to decrease with the time delay. In this embodiment, the traffic loss threshold value is a, and the corresponding delivery time is 20 points, then the traffic loss generated by the boot advertisement delivered after 20 points in d-1 day is within a receivable range, and in addition, considering that the boot advertisement delivered after 20 points generates an effective exposure amount in d days, based on this, the technical solution shown in the embodiment of the present application performs delivery of the boot advertisement once after 20 points in d-1 day, and the delivered boot advertisement is referred to as a pre-delivery volume at this time. The amount of exposure given on days d, d +1, d +2, … … d +10 is referred to as the amount of pre-exposure.
B、di，jIs the delayed exposure of day j after day i.
In a feasible embodiment, the advertisement order is loaded with advertisement placement time from 12 and 10 days in 2019 to 12 and 18 days in 2019, and the daily exposure is 4000 CPM. The boot-up advertisement of 5000CPM was delivered in 12/10/2019, but the exposure of the boot-up advertisement was 4000CPM in 12/10/2019. In this case, the unexposed boot advertisement traffic of 1000CPM will generate a certain exposure in 2019, 12 and 11 days, and the unexposed boot advertisement traffic of 1000CPM is called delayed release amount in 2019, 12 and 11 days. The 1000CPM delayed exposure dose also generates corresponding exposure dose in 2019, 12 and 11 months, and this partial exposure dose is called a delayed exposure dose, and in this embodiment, this partial delayed exposure dose is also called a residual exposure dose.
The delay exposure rate d corresponding to the residual putting amounti，jAnd counting the second historical data, wherein the second historical data comprises: and in the time period from the day of starting advertisement putting to the 11 th day of putting, every time the starting advertisement exposure corresponding to a second preset time is separated, wherein the second separation time unit is day.
Specifically, the daily exposure rate of the boot advertisements is calculated according to second historical data, and the second historical data is the exposure amount generated by a certain boot advertisement in the period from the first day to the eleventh day of the release. The specific calculation process comprises the steps of sequentially obtaining the exposure amount generated by the boot-up advertisement on the first day of putting and the exposure amount generated on the second day after putting; the exposure amount generated on the third day after the release and the exposure amount generated on the fourth day after the release; the exposure amount generated on the fifth day after the putting and the exposure amount generated on the sixth day after the putting; the exposure amount generated on the seventh day after the release and the exposure amount generated on the eighth day after the release; the exposure dose generated on the ninth day after the administration, and the exposure dose generated on the tenth day after the administration. The second exposure rate in the time period is calculated according to the advertisement putting amount and the exposure amount corresponding to the statistical time, and the technical method of the second exposure rate in advance is explained by combining the specific example.
In a feasible embodiment, the delivery amount of the boot-up advertisement A in d days is 5000CPM, the exposure amount of the boot-up advertisement A in d days is 4000CPM, the exposure amount of the boot-up advertisement A in d +1 days is 210CPM, the corresponding exposure delay rate is 210/5000, the exposure amount of the boot-up advertisement A in d +2 days is 150CPM, the corresponding exposure delay rate is 150/5000, the exposure amount of the boot-up advertisement A in d +3 days is 120CPM, the corresponding exposure delay rate is 120/5000, the exposure amount of the boot-up advertisement A in d +4 days is 120CPM, the corresponding exposure delay rate is 120/5000, the exposure amount of the boot-up advertisement A in d +5 days is 100CPM, the corresponding exposure delay rate is 100/5000, the exposure amount of the boot-up advertisement A in d +6 days is 80CPM, the corresponding exposure rate is 80/5000, the exposure amount of the boot-up advertisement A in d +7 days is 70CPM, the exposure of the boot-up advertisement A in d +8 days is 50CPM, the corresponding exposure delay rate is 50/5000, the exposure of the boot-up advertisement A in d +9 days is 30CPM, the corresponding exposure delay rate is 30/5000, the exposure of the boot-up advertisement A in d +10 days is 20CPM, and the corresponding exposure delay rate is 20/5000. The final result is a calculation result as can be seen in fig. 4. In FIG. 4, the horizontal axis indicates time in days; the vertical axis identifies the second exposure in%. From the calculation results shown in fig. 4, it can be seen that the boot advertisement delivered at d can generate a certain exposure amount at d +1 day, d +2 day, d +3 day, d +4 day, d +5 day, d +6 day, d +7 day, d +8 day, d +9 day, and d +10 day, respectively, and this exposure amount is referred to as the delay exposure amount in the technical solution shown in the embodiment of the present application. In the figure, 11 represents the ratio of exposures after 10 days (this fraction of flow is counted as normal loss in the system and not counted).
C. In a possible embodiment, when i ≠ -1, i ≠ n, said ciFor the remaining input, PiIs the second exposure rate;
the second exposure rate may also be statistically derived from second historical data, the second historical data comprising: and in the preset time period from the start-up advertisement putting day to the putting, the start-up advertisement exposure amount corresponding to a second preset time interval is set, and the second interval time unit is day. Statistics of second exposure rate can be seen in FIG. 4, where second exposure rate P is typicaliCorresponding to an exposure of 80% for the day of release versus the data in fig. 4.
In a feasible embodiment, the daily exposure is the order exposure-the delay exposure. The calculation of the exposure amount of the day will be described in detail below.
In one possible embodiment, the demand date of an advertiser's order is [ d, d +1, d + 2.., d + n ], the corresponding order exposure is [ e0, e1..., en ], and the delay exposure is [ a0, a1..., an ].
Wherein the content of the first and second substances,
di，jthe exposure delay of j days after the ith day, i is an integer, i ≠ n, which can be obtained from the statistical results in fig. 4.
When i is-1, PiThe appropriate first exposure may be found by looking up the data in fig. 3.
Otherwise, PiThe second exposure rate may be obtained by searching the data in fig. 4, and the specific second exposure rate corresponds to the exposure rate when the abscissa in fig. 4 is 1 day.
Calculating according to the parameters:
the first day exposure A1 was: a1 ═ e0-c-1*(1-P-1)*d-1,0；
The exposure A2 on the next day was: a2 ═ e2-c-1*(1-P-1)*d-1,1-c0*(1-P0)*d0,1；
The third day exposure A3 was: a3 ═ e3-c-c0*(1-P0)*d0,2-c1*(1-P1)*d1,2；
……
The exposure An on the nth day is as follows: an ═ en-c-1*(1-P-1)*d-1,n-c0*(1-P0)*d0,n-......cn-1*(1-Pn-1)*dn-1,n。
The following describes a method for calculating the daily exposure with reference to a specific example.
In a feasible embodiment, the advertisement order is loaded with advertisement placement time from 12 and 10 days in 2019 to 12 and 18 days in 2019, and the daily exposure is 3000 CPM. It can be known that 20 spots of 3000CPM power-on advertisement in 12/10/2019/12/9/2019 are delivered.
Correspondingly: c. C-1＝3000，P-1＝40％，d -1,010% of, wherein P-1The corresponding values can be obtained from FIG. 3, d-1,0The corresponding values can be obtained from fig. 4. The abscissa in FIG. 4 is 1- (-1) + 1.
A1＝3000-3000*(1-40％)10％＝2760。
It is noted that 3000CPM booted advertisements were delivered at 20 o' clock on day 9 of 12/2019, which resulted in an exposure of 240 a on day 10 of 12/2019. In the technical scheme shown in the embodiment of the present application, the calculation method of the exposure amount generated by 20-point 3000CPM booted advertisements in 12/9/2019 at 11/12/2019 is as follows: (3000-240) ((1-40%)) d-1,0. Considering that the exposure amount generated after the first day of the boot advertisement delivery is small, for the convenience of calculating the exposure amount generated in 12/11/2019 by the boot advertisement delivered 3000CPM at 20 points on 12/9/2019 in the technical scheme shown in this embodiment, the method is as follows: 3000 (1-40%) d-1,0。
S102, the server is configured to calculate the advertisement putting amount of the current day according to the exposure of the current day and the exposure of the current day, wherein the exposure of the current day is obtained through statistics of historical data.
By adopting the method shown in the embodiment of the application, the advertisement order is loaded with the advertisement putting time from 12 and 10 days in 2019 to 12 and 18 days in 2019, and the daily exposure is 3000 CPM. It can be known that 20 spots of 3000CPM power-on advertisement in 12/10/2019/12/9/2019 are delivered. From the data shown in fig. 4, it can be seen that the exposure rate for ad placement is 80%. As previously mentioned a1 ═ 2760. Corresponding advertisement putting amount of the day c0＝2760/80％＝3450CPM。
S103, the server is also configured to pre-embed the starting-up advertisement flow according to the advertisement putting amount of the current day.
To sum up, a first aspect of the embodiments of the present application shows a method for estimating a placement amount of a startup advertisement, where the method is applied to a server side and includes: the server is configured to calculate the daily exposure according to the order exposure and the delayed exposure, and the server is configured to calculate the daily advertisement putting amount according to the daily exposure and the daily exposure, wherein the daily exposure is obtained by counting historical data; the server is also configured to pre-embed the boot advertisement traffic according to the advertisement placement amount of the current day. According to the technical scheme shown in the embodiment of the application, firstly, the delay exposure which is possibly generated in the current day by the previously-released startup advertisement is calculated according to historical data, and the current day exposure is calculated based on the order exposure and the delay exposure. And then the server predicts the day exposure rate which is possibly generated on the day of starting the advertisement putting according to the statistical result of the historical data, and calculates the day advertisement putting amount according to the day exposure rate and the day exposure rate. And finally, pre-burying startup advertisement flow by the server according to the advertisement putting amount on the same day. According to the technical scheme shown in the embodiment of the application, the delayed exposure which is possibly generated in the same day of putting the starting advertisements put before is considered in the process of calculating the exposure in the same day, so that the calculated exposure in the same day is more accurate, and the advertisement putting amount in the same day calculated based on the exposure in the same day is more reasonable.
Typically, an advertising carrier will receive multiple advertiser orders during the same time period. Some advertisers may place advertising orders that include multiple start-up advertising content, often requiring different advertising content to be presented to different audience segments. The advertising operator needs to deliver the start-up advertisement according to the needs of the advertiser. Based on this, in the statistical process of the historical data, the technical party shown in the embodiment of the present application divides the exposure (also referred to as traffic in the embodiment of the present application) of the start-up advertisement into combinations of different targeting dimensions (the dimensions may be areas, family members, income levels, members, occupation, and the like), and divides the traffic into different sub-traffic. Since the usually set orientation dimensions can be as many as a dozen, tens of thousands of different orientation flows can be combined according to the different orientation dimensions. Most of the directional flow rates are small in scale and have no statistical significance, so that the flow rate of the switch is predicted by taking a region as a unit in the scheme, and the estimation of each sub-flow rate is realized by counting the proportion of each sub-flow rate in the region.
In the process of counting historical data, the applicant finds that the startup flow changes periodically in a week unit, and the startup flow of the system is small from Monday to Friday (wherein Friday is slightly more), and the startup flow of Saturday is large. The boot traffic data on the subsequent date is fitted according to the result of data statistics, and fig. 5 is a fitting result of the boot traffic (corresponding to the playing amount) data in a certain area n weeks (n is an integer > 1) before the current time. In the figure, the abscissa is time in days and the ordinate is the boot flow rate in cpm.
Based on the data shown in fig. 5, calculating the probability of the calculated directional flow distribution in the region; the calculation formula of the directional flow distribution probability is as follows:
k e Γ (i2, j2) represents traffic belonging to region i2 and satisfying the orientation condition j within a predetermined time period, and k e Γ (i2) represents traffic belonging to region i2 within a predetermined time period. Wherein the server is further configured to direct placement time of a start-up advertisement according to the targeted traffic distribution probability.
How the delivery time of the boot advertisement is guided by the traffic distribution probability is described in detail below with reference to specific examples.
In a feasible embodiment, during the period from 12 months 9 of 2019 to 102019 of 12 months 9 to 18 days of 2019 and 12 months 12, 2 advertisements are delivered by the advertisement operator, and the details of the order can be referred to in table 1.
TABLE 1
| Detail of the invention | Startup advertisement A | Startup advertisement B |
| Date of |
12 months and 9 days-12 months and 18 |
12 months and 9 days-12 months and 18 days |
| Daily Exposure (CPM) | 3000 | 3000 |
| Object-oriented | Male aged 20 years old | 20 years old, female |
Generally, the starting ratios of different object-oriented objects in different time periods are different, and different advertisement orders can be released in a time-sharing mode based on the rule, so that the order requirements of advertisers can be met with the lowest starting advertisement release amount.
The directional flow distribution probability of a 20 year old female calculated by the above formula can be obtained as a result of the calculation shown in fig. 6 a. The probability of a directional flow distribution for a 20 year old male, the resulting calculation, can be seen in figure 6 b.
The 12 th and 9 th day are Monday, and the directional traffic distribution probability of 20-year-old women on the Monday is in a rising trend from 0 to 24 points, so that the boot advertisements can be pre-embedded into the terminal equipment corresponding to the 20-year-old women at a later time of 12 th and 9 th day. Thereby achieving better exposure. The directional traffic distribution probability of the 20-year-old male in the Monday is in a descending trend from 0 point to 24 points, so that the boot advertisements can be pre-buried in the terminal equipment corresponding to the 20-year-old male at a little earlier than 12 months and 9 days.
In other embodiments of the present application, a display device is further provided, where a hardware structure of the display device includes a display, a memory, and a server, where the display should have functions of displaying a material to be advertised, and facilitating a user to click on a link in the material, and the display may be a smart television, an outdoor display screen, a liquid crystal display screen, a computer display screen, a projection display screen, or another display screen that can support the connection of an OTT device; the memory is used to store program instructions and the server is configured to call and execute the program instructions in the memory to perform specified method steps. The display device also includes necessary hardware devices such as input/output devices, network devices, etc., such as a remote controller, a keyboard, a mouse, a set-top box, a router, a switch, etc. Based on the hardware structure of the display device described in this embodiment, the server can execute corresponding program steps by setting program instructions in the memory. Alternatively, the program instructions in the memory are set to cause the server to execute the program steps of the advertisement playback control method according to each embodiment.
For the above display device and the server, the memory and the server may be integrated or connected through a bus. The server may be a Central Processing Unit (CPU), other general-purpose server, a Digital Signal server (DSP), or an application specific integrated circuit (asic). The memory may be a high-speed RAM memory, a magnetic disk memory, a read-only memory, a usb disk, a hard disk, a flash memory, a non-volatile memory, or the like. The method steps related to the embodiments of the present application may be directly implemented by a hardware server, or implemented by a combination of hardware and software modules in the server.
In other embodiments of the present application, there is also provided a server having a hardware structure including a memory for storing program instructions and a server configured to call and execute the program instructions in the memory to perform specified method steps. The display device also includes necessary hardware devices such as input/output devices, network devices, etc., such as a keyboard, a mouse, a router, a switch, etc. Based on the hardware structure of the server according to the present embodiment, by setting the program instructions in the memory, the server can execute the program steps of the advertisement delivery control method according to the embodiments. Alternatively, the program instructions in the memory are set to cause the server to execute the program steps of the advertisement placement control method according to each embodiment.
Specifically, the server calculates the daily exposure according to an order exposure and a delay exposure, wherein the order exposure is an exposure required by an advertiser on the day of advertisement putting, the delay exposure is an exposure generated by unexposed startup advertisement flow before the advertisement putting time in a first preset time period, and the daily exposure is an exposure which can be generated by the released startup advertisement flow in the first preset time period;
the server calculates the advertisement putting amount of the current day according to the exposure amount of the current day and the exposure rate of the current day, wherein the exposure rate of the current day is obtained by counting historical data;
and the server pre-embeds startup advertisement flow according to the advertisement putting amount on the same day.
The selectable server is configured to calculate the daily exposure according to the following formula;
daily exposure is the order exposure-delay exposure.
The optional server is configured to calculate the delayed exposure according to the following formula;
wherein a is a delayed exposure amount, ciFor the remaining input, PiExposure after day i for the shot, di，jIs the delayed exposure of j days after the ith day, and i is an integer.
The alternative server is configured when j is>i +10, di,j＝0，di,jAnd counting the second historical data, wherein the second historical data comprises: and in the preset time period from the start-up advertisement putting day to the putting, the start-up advertisement exposure amount corresponding to a second preset time interval is set, and the second interval time unit is day.
The optional server is configured such that when i ═ 1, the ciIs the pre-input amount; piIs a first exposure rate;
the putting time of the preselected putting amount is the corresponding putting time when the first exposure rate corresponding to the preselected putting amount is smaller than a preset threshold;
the first exposure rate PiThe first historical data is obtained through statistics, and the first historical data comprises: the method comprises the steps of starting advertisement exposure amount corresponding to a first preset time interval in one day, wherein the first time interval unit is hour.
The optional server is configured such that when i ≠ -1, i ≠ n, said ciFor the remaining input, PiIs the second exposure rate;
the second exposure rate is obtained by statistics of second historical data, and the second historical data comprises: and in the preset time period from the start-up advertisement putting day to the putting, the start-up advertisement exposure amount corresponding to a second preset time interval is set, and the second interval time unit is day.
The optional server is configured to construct a fitted curve of the historical playing amount according to the third historical data, wherein the abscissa of the fitted curve is monday-sunday, and the ordinate of the fitted curve is the playing amount.
The selectable server is configured to calculate a directional traffic distribution probability according to the following formula;
k e Γ (i2, j2) represents traffic belonging to region i2 and satisfying the orientation condition j within a predetermined time period, k e Γ (i2) represents traffic belonging to region i2 within a predetermined time period;
the server is further configured to determine a placement area for power-on ad traffic based on the P (i2, j 2).
The selectable server is configured such that the server is further configured to direct placement time of the boot ad based on the targeted traffic distribution probability.
Those skilled in the art will clearly understand that the techniques in the embodiments of the present application may be implemented by way of software plus a required general hardware platform. In a specific implementation, the present application further provides a computer storage medium, where the computer storage medium may store a program, and the program may include some or all of the steps in the advertisement playing control or the advertisement putting control when executed. The storage medium may be a magnetic disk, an optical disk, a read-only memory (ROM) or a Random Access Memory (RAM).
Other embodiments of the invention will be apparent to those skilled in the art from consideration of the specification and practice of the invention disclosed herein. This application is intended to cover any variations, uses, or adaptations of the invention following, in general, the principles of the invention and including such departures from the present disclosure as come within known or customary practice within the art to which the invention pertains. The specification and examples are to be regarded in an illustrative manner only and are not intended to limit the scope of the present invention. With a true scope and spirit of the invention being indicated by the following claims.
The same and similar parts in the various embodiments are referred to each other in this specification.
Claims (10)
1. A method for estimating the putting quantity of starting advertisements is characterized by comprising the following steps:
calculating the daily exposure according to an order exposure and a delay exposure, wherein the order exposure is the exposure required by an advertiser on the day of advertisement putting, the delay exposure is the exposure generated by the unexposed startup advertisement flow before the advertisement putting time in a first preset time period, and the daily exposure is the exposure which can be generated by the released startup advertisement flow in the first preset time period;
calculating the advertisement putting amount of the current day according to the exposure amount of the current day and the exposure rate of the current day, wherein the exposure rate of the current day is obtained according to historical data statistics;
and pre-burying starting-up advertisement flow according to the advertisement putting amount of the current day.
2. The method of claim 1, wherein the daily exposure is calculated according to the following formula;
daily exposure is the order exposure-delay exposure.
3. The method according to claim 2, wherein the delayed exposure is calculated according to the following formula;
an＝∑ci(1-Pi)di，j；
i≠n
wherein a is a delayed exposure amount, ciFor the remaining input, PiExposure after day i for the shot, di，jIs the delayed exposure of j days after the ith day, and i is an integer.
4. The method of claim 3, wherein j is the number of atoms in the group>i +10, di,j＝0，di,jAnd counting the second historical data, wherein the second historical data comprises: and in the preset time period from the start-up advertisement putting day to the putting, the start-up advertisement exposure amount corresponding to a second preset time interval is set, and the second interval time unit is day.
5. The method of claim 3, wherein when i-1, c isiIs the pre-input amount; piIs a first exposure rate;
the putting time of the preselected putting amount is the corresponding putting time when the first exposure rate corresponding to the preselected putting amount is smaller than a preset threshold;
the first exposure rate PiThe first historical data is obtained through statistics, and the first historical data comprises: the method comprises the steps of starting advertisement exposure amount corresponding to a first preset time interval in one day, wherein the first time interval unit is hour.
6. Method according to claim 3, characterized in that when i ≠ -1, i ≠ n, said ciFor the remaining input, PiIs the second exposure rate;
the second exposure rate is obtained by statistics of second historical data, and the second historical data comprises: and in the preset time period from the start-up advertisement putting day to the putting, the start-up advertisement exposure amount corresponding to a second preset time interval is set, and the second interval time unit is day.
7. The method of any one of claims 1-6, further comprising:
and constructing a fitting curve of the historical playing amount according to the third historical data, wherein the abscissa of the fitting curve is Monday-Sunday, and the ordinate of the fitting curve is the playing amount.
8. The method of claim 7, further comprising: calculating directional flow distribution probability according to the following formula;
k∈Γ(i2,j2)representing flows belonging to region i2 within a predetermined period of time and satisfying the orientation condition j, k ∈ Γ(i2)Indicating a flow belonging to zone i2 for a predetermined period of time;
according to said P(i2，j2)And determining a delivery area of the starting-up advertisement flow.
9. The method of claim 8, wherein the launch time of the boot advertisement is directed according to the targeted traffic distribution probability.
10. A server, characterized in that,
the server is configured to calculate the daily exposure according to an order exposure and a delay exposure, wherein the order exposure is the exposure required by an advertiser on the day of advertisement putting, the delay exposure is the exposure generated by the unexposed boot advertisement flow before the advertisement putting time in a first preset time period, and the daily exposure is the exposure which can be generated by the released boot advertisement flow in the first preset time period;
the server is configured to calculate the advertisement putting amount of the current day according to the exposure amount of the current day and the exposure rate of the current day, wherein the exposure rate of the current day is obtained by statistics of historical data;
the server is configured to pre-embed the boot advertisement traffic according to the advertisement putting amount of the current day.
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