CN111242699A - Flow back management method and device, electronic equipment and readable storage medium - Google Patents
Flow back management method and device, electronic equipment and readable storage medium Download PDFInfo
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Abstract
The application provides a flow back management method and device, electronic equipment and a readable storage medium, and relates to the field of advertisement marketing. When the current day is determined to be a non-terminal release day, the method and the device count the total amount of the residual flow to be pushed, the total amount of the residual flow to be retreated and the number of the residual advertisement release days on the current day, then determine the upper limit and the lower limit of the estimated retreat amount ratio of the current day according to the original release amount ratio, the total amount of the residual flow to be pushed and the total amount of the residual flow to be retreated on the current day, then determine the estimated push amount of the current day according to the total amount of the residual flow to be pushed and the number of the residual advertisement release days, finally determine the flow retreat amount numerical range of the current day according to the estimated push amount of the current day and the upper limit and the lower limit of the estimated retreat amount ratio, enable an advertisement release party to execute flow retreat amount operation according to the flow retreat amount numerical range of the current day, and accordingly guarantee that each day in a contract period can have a certain available retreat amount share, enable.
Description
Technical Field
The application relates to the field of advertisement marketing, in particular to a flow volume back management method and device, electronic equipment and a readable storage medium.
Background
With the continuous development of internet technology, PDB (Programmatic Direct Buying) advertisement delivery technology has become more mature. Before the PDB advertisement is delivered, a flow purchasing party is generally required to agree with a delivery time length, a flow purchasing quantity and an original delivery return quantity ratio with a media, and the total flow quantity of the media to be pushed and the flow quantity required to be returned by the flow purchasing party in the whole PDB contract period are determined. In the process of putting PDB advertisements, because the flow pushed by media is not strictly executed according to schedule, the flow number pushed every day is not uniform, and the flow pushed every day cannot be guaranteed to be the target flow required by a flow purchasing party, the current flow purchasing party carries out flow backspacing freely according to the requirement, the situation that the flow purchasing party can backspace the flow share at the initial stage of putting advertisements to be used up and cannot backspace the pushed flow at the later stage is caused to cause that the flow purchasing distribution is not uniform, and the optimal putting effect cannot be achieved.
Disclosure of Invention
In view of the above, an object of the present application is to provide a method and an apparatus for managing traffic backout, an electronic device, and a readable storage medium, which can perform range constraint on the daily traffic backout during an advertisement delivery contract, ensure that a certain amount of available backout is available every day during the contract, improve the purchase rate of an advertisement delivery party on target traffic, and achieve an optimal delivery effect.
In order to achieve the above purpose, the embodiments of the present application employ the following technical solutions:
in a first aspect, an embodiment of the present application provides a method for managing traffic volume back-off, where the method includes:
detecting whether the current day is the final delivery day of a preset advertisement delivery period;
if the current day is detected to be not the terminal delivery day but within the preset advertisement delivery period, counting the total amount of the remaining to-be-pushed traffic, the total amount of the remaining to-be-returned traffic and the number of remaining advertisement delivery days from the current day to the terminal delivery day;
calculating an upper limit of an estimated receding amount ratio and a lower limit of the estimated receding amount ratio on the current day according to a preset original throwing receding amount ratio, the total amount to be pushed and the total amount of the flow to be receded on the current day;
calculating the estimated pushed amount of the current day according to the total amount of the remaining flow to be pushed of the current day and the number of the remaining advertisement putting days;
and calculating a flow back quantity numerical range corresponding to the current day according to the estimated push quantity, the estimated back quantity ratio upper limit and the estimated back quantity ratio lower limit of the current day, and informing an advertisement delivery party to execute the flow back quantity operation of the current day according to the flow back quantity numerical range.
In an optional embodiment, the calculating an upper limit of an estimated backoff ratio and a lower limit of the estimated backoff ratio according to a preset original release ratio, a total amount to be pushed remaining on the current day, and a total amount of flow to be backed off remaining on the current day includes:
judging whether the current day is the starting delivery day of the preset advertisement delivery period or not;
when the current day is judged not to be the beginning throwing day, carrying out ratio operation on the total amount of the remaining to-be-retreated flow and the total amount of the remaining to-be-pushed flow on the current day to obtain the available retreat amount ratio on the current day;
judging whether the available back volume ratio of the current day is not less than the original throwing back volume ratio or not;
if the available withdrawal ratio is judged to be not less than the original throwing withdrawal ratio, taking the available withdrawal ratio as a lower limit of an estimated withdrawal ratio of the current day, and taking a value obtained by multiplying the available withdrawal ratio by a first fluctuation ratio as an upper limit of the estimated withdrawal ratio of the current day, wherein the first fluctuation ratio is more than 1;
and if the available withdrawal ratio is judged to be smaller than the original throwing withdrawal ratio, taking the available withdrawal ratio as an upper limit of an estimated withdrawal ratio on the current day, and taking a value obtained by multiplying the available withdrawal ratio by a second fluctuation ratio as a lower limit of the estimated withdrawal ratio on the current day, wherein the second fluctuation ratio is smaller than 1.
In an optional embodiment, the calculating an upper limit of an estimated backoff ratio and a lower limit of the estimated backoff ratio according to a preset original releasing backoff ratio, a total amount to be pushed and a total amount of flow to be backed on the current day, further includes:
when the current day is judged to be the initial launching day, directly taking a numerical value obtained by multiplying the original launching receding amount ratio by a third fluctuation ratio as an estimated receding amount ratio upper limit of the current day, and taking a numerical value obtained by multiplying the original launching receding amount ratio by a fourth fluctuation ratio as an estimated receding amount ratio lower limit of the current day, wherein the third fluctuation ratio is larger than 1, and the fourth fluctuation ratio is smaller than 1.
In an optional implementation manner, the calculating an estimated pushed amount of the current day according to the remaining total amount of traffic to be pushed and the remaining advertisement delivery days of the current day includes:
and dividing the total amount of the remaining traffic to be pushed on the current day and the number of the remaining advertisement putting days, and taking the calculated value as the estimated pushing amount on the current day.
In an optional embodiment, the calculating a flow back quantity value range corresponding to the current day according to the estimated pushed quantity, the estimated back quantity ratio upper limit, and the estimated back quantity ratio lower limit of the current day includes:
multiplying the estimated upper limit and the estimated lower limit of the backoff ratio of the current day with the corresponding estimated push quantity respectively to obtain two backoff values;
and respectively taking the obtained two back-off values as the upper numerical limit and the lower numerical limit of a numerical range according to the numerical values to obtain the numerical range of the flow back-off value on the current day.
In an alternative embodiment, the method further comprises:
and if the current day is detected to be the final delivery day of the preset advertisement delivery period, directly counting the total amount of the remaining to-be-returned flow on the current day, and informing an advertisement delivery party to execute the flow returning operation on the current day according to the total amount of the remaining to-be-returned flow.
In a second aspect, an embodiment of the present application provides a flow back management device, including:
the terminal delivery detection module is used for detecting whether the current day is the terminal delivery day of a preset advertisement delivery period;
the residual data counting module is used for counting the total amount of the residual traffic to be pushed, the total amount of the residual traffic to be returned and the number of the residual advertisement putting days from the current day to the terminal putting day if the current day is detected to be not the terminal putting day but is within the preset advertisement putting period;
the back volume limit calculation module is used for calculating an estimated back volume ratio upper limit and an estimated back volume ratio lower limit on the current day according to a preset original throwing back volume ratio, the residual total amount to be pushed and the residual total amount to be back volume on the current day;
the pushing pre-estimation calculation module is used for calculating the pre-estimation pushing amount of the current day according to the total amount of the residual flow to be pushed of the current day and the residual advertisement putting days;
and the flow back quantity determining module is used for calculating a flow back quantity numerical range corresponding to the current day according to the estimated push quantity, the estimated back quantity ratio upper limit and the estimated back quantity ratio lower limit of the current day and informing the advertisement delivering party to execute the flow back quantity operation of the current day according to the flow back quantity numerical range.
In an optional embodiment, the traffic back-off amount determining module is further configured to, if it is detected that the current day is the end delivery day of the preset advertisement delivery period, directly count a remaining total amount of traffic to be back-off on the current day, and notify an advertisement delivery party to perform a traffic back-off operation on the current day according to the remaining total amount of traffic to be back-off.
In a third aspect, an embodiment of the present application provides an electronic device, including a processor and a memory, where the memory stores machine executable instructions that can be executed by the processor, and the processor can execute the machine executable instructions to implement the traffic volume back-off management method according to any one of the foregoing embodiments.
In a fourth aspect, an embodiment of the present application provides a readable storage medium, on which a computer program is stored, where the computer program, when executed by a processor, implements the method for managing the flow volume back in any one of the foregoing embodiments.
Compared with the background art, the method has the following beneficial effects:
when the current day is determined to be a non-terminal advertisement putting day in a preset advertisement putting period, the method determines the upper limit and the lower limit of the estimated back volume ratio of the current day according to the total remaining to-be-pushed flow volume, the total remaining to-be-backed flow volume and the number of the remaining advertisement putting days corresponding to the current day, the estimated push volume of the current day according to the original putting back volume ratio, the total remaining to-be-pushed flow volume and the total remaining to-be-backed flow volume of the current day, and finally determines the flow back volume numerical range of the current day in the advertisement putting process according to the estimated push volume and the upper limit and the lower limit of the estimated back volume ratio of the current day, so that an advertisement putting party executes corresponding flow back volume operation according to the flow back volume numerical range of the current day, and each day in the advertisement putting contract period can have available back volume related to the total remaining pushed flow volume of the current day, the flow purchasing operation of the advertisement putting party is homogenized, the purchasing rate of the advertisement putting party to the target flow is improved, and the optimal putting effect is achieved.
In order to make the aforementioned objects, features and advantages of the present application more comprehensible, preferred embodiments accompanied with figures are described in detail below.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are required to be used in the embodiments will be briefly described below, it should be understood that the following drawings only illustrate some embodiments of the present application and therefore should not be considered as limiting the scope, and for those skilled in the art, other related drawings can be obtained from the drawings without inventive effort.
Fig. 1 is a schematic structural block diagram of an electronic device according to an embodiment of the present disclosure;
fig. 2 is a flowchart illustrating a method for managing traffic volume back-off according to an embodiment of the present disclosure;
FIG. 3 is a flowchart illustrating the sub-steps included in step S230 of FIG. 2;
fig. 4 is a second flowchart illustrating a traffic volume back-off management method according to an embodiment of the present application;
fig. 5 is a functional block diagram of a traffic back-off management device according to an embodiment of the present disclosure.
Icon: 10-an electronic device; 11-a memory; 12-a processor; 13-a communication unit; 100-flow back management device; 110-end drop detection module; 120-a residual data statistics module; 130-a back-off limit calculation module; 140-push estimation calculation module; 150-flow back determination module.
Detailed Description
The technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are only a part of the embodiments of the present application, and not all of the embodiments. The components of the embodiments of the present application, generally described and illustrated in the figures herein, can be arranged and designed in a wide variety of different configurations.
Thus, the following detailed description of the embodiments of the present application, presented in the accompanying drawings, is not intended to limit the scope of the claimed application, but is merely representative of selected embodiments of the application. All other embodiments, which can be derived by a person skilled in the art from the embodiments of the present application without making any creative effort, shall fall within the protection scope of the present application.
It is noted that relational terms such as "first" and "second," and the like, may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.
Some embodiments of the present application will be described in detail below with reference to the accompanying drawings. The embodiments described below and the features of the embodiments can be combined with each other without conflict.
Referring to fig. 1, fig. 1 is a schematic block diagram of an electronic device 10 according to an embodiment of the present disclosure. In this embodiment of the present application, the electronic device 10 can dynamically allocate the agreed traffic backoff total amount to each advertisement delivery day according to the number of remaining pushed traffic each day during the agreed advertisement delivery period, and ensure that each day during the agreed advertisement delivery period can have a certain available backoff portion, so that when an advertisement delivery party performs traffic procurement operation and traffic backoff operation according to the available backoff portion corresponding to each day, the traffic procurement distribution can be uniformized as a whole, the procurement rate of the advertisement delivery party for the target traffic is improved, and an optimal delivery effect is achieved. The sum of available backspacing share owned every day in the contract period is equal to the agreed traffic backspacing total amount, the remaining pushed traffic number in the contract period every day is the agreed traffic pushing total number minus the traffic number pushed before the day, and finally the total purchased traffic number of the advertisement delivery party is equal to the agreed traffic purchasing number. In this embodiment, the electronic device 10 may be, but is not limited to, a personal computer, a server, and the like.
In the present embodiment, the electronic device 10 includes a traffic back management apparatus 100, a memory 11, a processor 12, and a communication unit 13. The various elements of the memory 11, the processor 12 and the communication unit 13 are electrically connected to each other directly or indirectly to realize data transmission or interaction. For example, the memory 11, the processor 12 and the communication unit 13 may be electrically connected to each other through one or more communication buses or signal lines.
In this embodiment, the memory 11 may be used for storing a program, and the processor 12 may execute the program accordingly after receiving the execution instruction. The Memory 11 may be, but is not limited to, a Random Access Memory (RAM), a Read Only Memory (ROM), a Programmable Read-Only Memory (PROM), an Erasable Read-Only Memory (EPROM), an electrically Erasable Read-Only Memory (EEPROM), and the like.
In this embodiment, the processor 12 may be an integrated circuit chip having signal processing capabilities. The Processor 12 may be a general-purpose Processor including a Central Processing Unit (CPU), a Network Processor (NP), and the like. The general purpose processor may be a microprocessor or the processor may be any conventional processor or the like that implements or executes the methods, steps and logic blocks disclosed in the embodiments of the present application.
In this embodiment, the communication unit 13 is configured to establish a communication connection between the electronic device 10 and another device through a network, and to transmit and receive data through the network.
In the present embodiment, the traffic back management device 100 includes at least one software function module capable of being stored in the memory 11 in the form of software or firmware or being solidified in the operating system of the electronic device 10. The processor 12 may be used to execute executable modules stored in the memory 11, such as software functional modules and computer programs included in the traffic back management device 100. The electronic device 10 dynamically performs range constraint on the daily flow back-off amount during the contract period of advertisement delivery through the flow back-off management device 100, so as to ensure that the contract period can have a certain available back-off amount share every day, improve the purchase rate of the advertisement delivery party on the target flow, and achieve the optimal delivery effect.
It is to be understood that the block diagram shown in fig. 1 is merely a structural component diagram of the electronic device 10, and that the electronic device 10 may include more or less components than those shown in fig. 1, or have a different configuration than that shown in fig. 1. The components shown in fig. 1 may be implemented in hardware, software, or a combination thereof.
In the present application, in order to ensure that the electronic device 10 can dynamically perform range constraint on the daily traffic back-off amount during the contract period of advertisement delivery, ensure that the contract period can have a certain amount of available back-off amount each day, improve the purchase rate of the advertisement delivery party for the target traffic, and achieve the optimal delivery effect, the present application provides the traffic back-off management method applied to the electronic device 10 to implement the above functions. The following describes the traffic volume back-off management method provided by the present application.
Optionally, referring to fig. 2, fig. 2 is a flowchart illustrating a flow back management method according to an embodiment of the present application. In the embodiment of the present application, the specific flow and steps of the traffic back management method shown in fig. 2 are as follows.
Step S210, detecting whether the current day is the end delivery day of the preset advertisement delivery period.
In this embodiment, after the advertisement delivery party and the media agree that the preset advertisement delivery period, the preset total volume of the to-be-delivered traffic, and the preset total volume of the traffic back-off that need to be performed for advertisement delivery, the electronic device 10 detects whether the current day is the last delivery day, that is, the end delivery day, of the preset advertisement delivery period in each time period before the media is not delivered traffic on the advertisement delivery day of the preset advertisement delivery period. In an implementation manner of this embodiment, the electronic device 10 starts to detect whether the current day is the end delivery day of the preset advertisement delivery period at the zero time of each advertisement delivery day.
Step S220, if the current day is not the end delivery day but is within the preset advertisement delivery period, counting the total amount of the remaining to-be-delivered traffic, the total amount of the remaining to-be-returned traffic and the remaining advertisement delivery days from the current day to the end delivery day.
In this embodiment, the total amount of remaining traffic to be pushed from the current day to the end delivery day is obtained by subtracting the total amount of traffic already pushed before the current day from the total amount of preset traffic to be pushed, the total amount of remaining traffic to be refunded from the current day to the end delivery day is obtained by subtracting the total amount of traffic already refunded before the current day from the total amount of preset traffic refunded, and the number of days of remaining advertisement delivery from the current day to the end delivery day is obtained by subtracting the number of days of advertisement delivery from the total number of days of the preset advertisement delivery period.
Step S230, calculating an upper limit of the estimated retreat amount ratio and a lower limit of the estimated retreat amount ratio on the current day according to a preset original releasing amount ratio, the total amount to be pushed and the total amount of the flow to be retreated on the current day.
In this embodiment, the original delivery backtracking ratio is a ratio between a total number of preset traffic backtracking amounts and the total number of preset traffic to be pushed, and is used to represent a ratio of traffic required to be backtracked in the whole advertisement delivery period. After determining the remaining total amount to be pushed and the remaining total amount to be retired for each non-terminal release day, the electronic device 10 calculates an upper limit of an estimated retirement ratio and a lower limit of the estimated retirement ratio, which should be allocated on the current day, according to the original release ratio, the remaining total amount to be pushed and the remaining total amount to be retired. The method comprises the steps that a media carries out flow pushing operation every day, an advertisement putting party also carries out flow purchasing operation and flow returning operation every day, the remaining total amount to be pushed and the remaining total amount to be returned corresponding to the previous advertisement putting day are respectively less than the remaining total amount to be pushed and the remaining total amount to be returned corresponding to the next advertisement putting day, and therefore the fact that the upper limit of the estimated returning amount ratio and the lower limit of the estimated returning amount ratio distributed every day are dynamically changed and are related to the remaining total amount to be pushed on the same day is guaranteed.
And step S240, calculating the estimated push amount of the current day according to the total amount of the residual flow to be pushed of the current day and the residual advertisement putting days.
In this embodiment, after determining the remaining total amount of traffic to be pushed and the remaining number of advertisement delivery days corresponding to an advertisement delivery day other than the last delivery day, the electronic device 10 may perform division operation on the remaining total amount of traffic to be pushed and the remaining number of advertisement delivery days on the current day, and use the calculated value as the estimated number of delivery on the current day.
And step S250, calculating a flow back quantity numerical range corresponding to the current day according to the estimated push quantity, the estimated back quantity ratio upper limit and the estimated back quantity ratio lower limit of the current day, and informing the advertisement delivery party to execute the flow back quantity operation of the current day according to the flow back quantity numerical range.
In this embodiment, when the electronic device 10 determines the estimated push amount, the estimated back amount ratio upper limit and the estimated back amount ratio lower limit corresponding to an advertisement delivery day of a non-end delivery day, two back amount values may be obtained by respectively multiplying the estimated back amount ratio upper limit and the estimated back amount ratio lower limit of the current day by the estimated push amount, and then the obtained two back amount values are respectively used as the numerical upper limit and the numerical lower limit of a numerical range according to the numerical size, so as to obtain the flow back amount numerical range of the current day, where the numerical value obtained by calculating the estimated back amount ratio upper limit and the estimated push amount is used as the back amount numerical upper limit of the flow back amount numerical range, and the numerical value obtained by calculating the estimated back amount ratio lower limit and the estimated push amount is used as the back amount numerical lower limit of the flow back amount numerical range.
And after determining the traffic back-off value range corresponding to the advertisement release day of a certain non-terminal release day, the electronic device 10 informs the advertisement releasing party of the traffic back-off value range, so that the advertisement releasing party can perform traffic procurement operation and traffic back-off operation on the traffic pushed on the same day according to the traffic back-off value range, and the traffic backed off on the same day is ensured to be within the traffic back-off value range on the same day, so that the advertisement releasing party can have a certain available back-off share every day in the contract period of advertisement release, the procurement rate of the advertisement releasing party on the target traffic is improved, and the optimal release effect is achieved.
In the embodiment of the present application, in order to ensure that the calculated estimated recession ratio upper limit and estimated recession ratio lower limit can be more reasonable when the electronic device 10 calculates the estimated recession ratio upper limit and estimated recession ratio lower limit corresponding to the advertisement delivery day of each non-end delivery day, the present application provides a scheme for calculating the estimated recession ratio upper limit and estimated recession ratio lower limit to ensure the calculation reasonableness thereof. The calculation scheme of the upper limit and the lower limit of the estimated recession amount ratio provided by the application is described correspondingly below.
Optionally, referring to fig. 3, fig. 3 is a flowchart illustrating the sub-steps included in step S230 in fig. 2. In this embodiment, the step S230 includes substeps S231 to S236.
And a substep S231 of judging whether the current day is the initial delivery day of the preset advertisement delivery period.
In this embodiment, the starting delivery date is the first advertisement delivery date of all advertisement delivery dates in the preset advertisement delivery period. When the electronic device 10 determines that an advertisement delivery day other than the end delivery day is the beginning delivery day, the electronic device 10 correspondingly performs the substep S236 to realize the calculation operation of the upper and lower limits of the estimated back volume ratio; when the electronic device 10 determines that an advertisement delivery day other than the end delivery day is not the start delivery day, the electronic device 10 correspondingly performs the substep S232 to realize the calculation operation of the upper and lower limits of the estimated recession amount ratio.
And a substep S232, carrying out ratio operation on the total amount of the remaining flow to be retreated and the total amount to be pushed on the current day to obtain the available retreat amount ratio on the current day.
In this embodiment, when the electronic device 10 determines that an advertisement delivery day other than a terminal delivery day is not the beginning delivery day, it indicates that the advertisement delivery day is the middle-segment delivery day of the preset advertisement delivery period, and at this time, the electronic device 10 directly performs a ratio operation on the remaining total amount to be returned and the remaining total amount to be pushed corresponding to the current day, so as to obtain an available return ratio of the current day.
And a substep S233, judging whether the available back volume ratio on the current day is not less than the original throwing back volume ratio.
In this embodiment, when the electronic device 10 calculates the available back volume ratio of an advertisement delivery day that is not the end delivery day nor the beginning delivery day, it compares the available back volume ratio with the original delivery back volume ratio to determine whether the available back volume ratio is not less than the original delivery back volume ratio. When the available back volume ratio is not less than the original release volume ratio, the electronic device 10 will correspondingly perform substep S234, otherwise the electronic device 10 will correspondingly perform substep S235.
And a substep S234, taking the available retreat amount ratio as the lower limit of the estimated retreat amount ratio of the current day, and taking a numerical value obtained by multiplying the available retreat amount ratio by the first fluctuation ratio as the upper limit of the estimated retreat amount ratio of the current day.
In this embodiment, the first fluctuation ratio has a value greater than 1, and the specific value can be configured differently according to the requirement.
And a substep S235, taking the available retreat amount ratio as the upper limit of the estimated retreat amount ratio of the current day, and taking a numerical value obtained by multiplying the available retreat amount ratio and the second fluctuation ratio as the lower limit of the estimated retreat amount ratio of the current day.
In this embodiment, the value of the second fluctuation ratio is smaller than 1, and the specific value can be configured differently according to the requirement. Wherein an absolute value of a difference between the first fluctuation proportion and 1 may be equal to an absolute value of a difference between the second fluctuation proportion and 1, or may not be equal to an absolute value of a difference between the second fluctuation proportion and 1.
In the substep S236, a value obtained by directly multiplying the original feeding back quantity ratio by the third fluctuation ratio is used as an upper limit of the estimated back quantity ratio of the current day, and a value obtained by multiplying the original feeding back quantity ratio by the fourth fluctuation ratio is used as a lower limit of the estimated back quantity ratio of the current day.
In this embodiment, the value of the third fluctuation ratio is greater than 1, the value of the fourth fluctuation ratio is less than 1, and the specific values of the two fluctuation ratios can be set differently according to requirements. The absolute values of the differences between the first fluctuation ratio, the second fluctuation ratio, the third fluctuation ratio and the fourth fluctuation ratio and 1 may be partially the same, completely the same or completely different.
In the present application, the electronic device 10, by executing the sub-step S231 to the sub-step S236, ensures that the upper and lower limits of the estimated recession ratio that can be allocated to each advertisement delivery day that is not the final delivery day can be related to the total amount of the remaining to-be-retreated flow and the remaining to-be-pushed total amount on the same day, so as to achieve the effect of dynamically allocating the upper and lower limits of the estimated recession ratio, and improve the data reasonableness.
In order to ensure that the electronic device 10 can also allocate a certain amount of available backlog shares for the end of the preset advertisement delivery period, the present application combines the traffic backlog management method shown in fig. 2 to obtain the traffic backlog management method shown in fig. 4, where fig. 4 is a second flowchart of the traffic backlog management method provided in the embodiment of the present application. The method for managing the flow back-off shown in fig. 4 will be described in detail below.
In the embodiment of the present application, compared with the flow back management method shown in fig. 2, the flow back management method shown in fig. 4 may further include step S260.
And step S260, if the current day is detected to be the final delivery day of the preset advertisement delivery period, directly counting the total amount of the remaining flow to be refunded on the current day, and informing an advertisement delivery party to execute the flow quantity refunding operation on the current day according to the total amount of the remaining flow to be refunded.
In this embodiment, when the delivery date at the end of the preset advertisement delivery period is detected, it may be shown that the electronic device 10 does not need to perform the above step of calculating the upper and lower limits of the estimated back-off ratio, and the electronic device 10 may directly notify the advertisement delivery party of the current-day traffic procurement operation and the current-day back-off operation according to the last remaining total amount of the traffic to be backed off.
The above traffic back-off management method is explained below by taking a PDB advertisement putting operation in which a preset advertisement putting period is 5 days, a preset traffic total to be pushed is 1000CPM, a preset traffic back-off total is 500CPM, and an original putting back-off ratio is 50%, as an example. Assuming that the absolute values of the differences between 1 and the first fluctuation ratio, the second fluctuation ratio, the third fluctuation ratio and the fourth fluctuation ratio in this example are all 20%, for a first advertisement delivery day, the corresponding total amount of remaining to-be-pushed traffic, the corresponding total amount of remaining to-be-retired traffic and the corresponding number of remaining advertisement delivery days are respectively 1000CPM, 500CPM and 5, at this time, the corresponding upper limit of the estimated retirement ratio, the lower limit of the estimated retirement ratio and the corresponding number of estimated delivery days are respectively 60% and 40% and 200CPM, and the corresponding numerical range of traffic retirement on that day is 80-120 CPM.
If the media pushes 300CPM traffic in the first advertisement putting day, and the advertisement putting party purchases 185CPM traffic in the first advertisement putting day, that is, the actually used traffic back-off amount on the first advertisement putting day is 115CPM, for the second advertisement putting day, the corresponding remaining total to-be-pushed traffic amount, remaining total to-be-back traffic amount and remaining advertisement putting days are 700CPM, 385CPM and 4 CPM, respectively, at this time, the corresponding available back-off amount ratio and the estimated push-off amount are 55% and 175%, the available back-off amount ratio corresponding to the day is greater than the original putting back-off amount ratio, the upper limit of the estimated back-off amount ratio and the lower limit of the estimated back-off amount ratio of the day are 66% and 55%, respectively, that is, the traffic back-off amount value range corresponding to the day is 96.25-115.5 CPM.
If the media pushes 200CPM traffic in the second advertisement delivery day, and the advertisement delivery party purchases 85CPM traffic in the second advertisement delivery day, that is, the actually used traffic back-off amount on the second advertisement delivery day is 115CPM, for the third advertisement delivery day, the corresponding remaining total to-be-pushed traffic amount, remaining total to-be-back traffic amount, and remaining advertisement delivery days are 500CPM, 270CPM, and 3 respectively, at this time, the corresponding available back-off ratio and the estimated delivery amount are 54% and 166.67 respectively, the available back-off ratio corresponding to the day is greater than the original delivery back-off ratio, the upper limit of the estimated back-off ratio and the lower limit of the estimated back-off ratio on the day are 64.8% and 54% respectively, that is, the traffic back-off amount value range corresponding to the day is 90-108 CPM.
If the media pushes 170CPM traffic in the third advertisement delivery day, and the advertisement delivery party purchases 65CPM traffic in the third advertisement delivery day, that is, the actually used traffic back-off amount on the third advertisement delivery day is 105CPM, for the fourth advertisement delivery day, the corresponding remaining total to-be-pushed traffic amount, remaining total to-be-back traffic amount, and remaining advertisement delivery days are 330CPM, 165CPM, and 2, respectively, at this time, the corresponding available back-off amount ratio and the estimated delivery amount are 50% and 165, respectively, the available back-off amount ratio corresponding to the day is equal to the original delivery back-off amount ratio, and the upper limit and the lower limit of the estimated back-off amount ratio of the day are 60% and 50%, respectively, that is, the traffic back-off amount value range corresponding to the day is 82.5-99 CPM.
If the media pushes 150CPM traffic in the fourth advertisement delivery day and the advertisement delivery party purchases 60CPM traffic in the fourth advertisement delivery day, that is, the actually used traffic back-off amount on the fourth advertisement delivery day is 90CPM, for the fifth advertisement delivery day, the corresponding remaining total to-be-pushed traffic, remaining total to-be-back traffic and remaining advertisement delivery days are 180CPM and 75CPM, respectively, the advertisement delivery party performs traffic purchase operation and traffic back-off operation on the traffic of 180CPM pushed on the day by 75CPM, thereby ensuring that each advertisement delivery day has a certain available back-off amount share, improving the purchase rate of the advertisement delivery party on the target traffic, and achieving the optimal delivery effect.
In the present application, in order to ensure that the flow volume back management device 100 included in the electronic device 10 can be normally implemented, the present application implements the functions of the flow volume back management device 100 by dividing functional modules. The following describes the specific components of the flow back management device provided in the present application.
Referring to fig. 5, fig. 5 is a functional block diagram of a traffic volume back-off management device 100 according to an embodiment of the present disclosure. In the embodiment of the present application, the flow back management apparatus 100 includes an end drop detection module 110, a remaining data statistics module 120, a back limit calculation module 130, a push prediction calculation module 140, and a flow back determination module 150.
And an end delivery detection module 110, configured to detect whether the current day is an end delivery day of a preset advertisement delivery period.
The remaining data statistics module 120 is configured to, if it is detected that the current day is not the end delivery day but is within the preset advertisement delivery period, count the remaining total amount of traffic to be pushed, the remaining total amount of traffic to be retired, and the remaining number of advertisement delivery days from the current day to the end delivery day.
And the back-off limit calculation module 130 is configured to calculate an upper limit of an estimated back-off ratio and a lower limit of the estimated back-off ratio on the current day according to a preset original delivery back-off ratio, the total amount to be pushed remaining on the current day, and the total amount of flow to be backed off remaining on the current day.
The push pre-estimation calculation module 140 is configured to calculate the pre-estimation number of pushed advertisements on the current day according to the remaining total amount of flow to be pushed and the remaining number of advertisement delivery days on the current day.
And a traffic back-off determining module 150, configured to calculate a traffic back-off value range corresponding to the current day according to the estimated push amount, the estimated back-off ratio upper limit, and the estimated back-off ratio lower limit on the current day, and notify the advertisement delivery party to perform the traffic back-off operation on the current day according to the traffic back-off value range.
The traffic back-off determining module 150 is further configured to, if it is detected that the current day is the end delivery day of the preset advertisement delivery period, directly count the remaining total amount of traffic to be back-off on the current day, and notify the advertisement delivery party to perform traffic back-off operation on the current day according to the remaining total amount of traffic to be back-off.
It should be noted that the basic principle and the resulting technical effect of the traffic back-off management device 100 provided in the embodiment of the present application are the same as those of the aforementioned traffic back-off management method, and for the sake of brief description, reference may be made to the corresponding description of the traffic back-off management method above for the portions that are not mentioned in this embodiment.
In the embodiments provided in the present application, it should be understood that the disclosed apparatus and method may be implemented in other ways. The apparatus embodiments described above are merely illustrative, and for example, the flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of apparatus, methods and computer program products according to embodiments of the present application. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
In addition, functional modules in the embodiments of the present application may be integrated together to form an independent part, or each module may exist separately, or two or more modules may be integrated to form an independent part.
The functions, if implemented in the form of software functional modules and sold or used as a stand-alone product, may be stored in a readable storage medium. Based on such understanding, the technical solution of the present application or portions thereof that substantially contribute to the prior art may be embodied in the form of a software product stored in a readable storage medium, which includes several instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the steps of the method described in the embodiments of the present application. And the aforementioned readable storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk or an optical disk, and other various media capable of storing program codes.
In summary, in the traffic volume backoff management method, apparatus, electronic device and readable storage medium provided by the present application, when it is determined that the current day is a non-terminal advertisement delivery day within a preset advertisement delivery period, the present application counts the remaining total volume to be pushed, the remaining total volume to be backed, and the remaining number of advertisement delivery days corresponding to the current day, determines the upper and lower limits of the estimated backoff ratio for the current day according to the original delivery backoff ratio, the remaining total volume to be pushed, and the remaining total volume to be backed, determines the estimated delivery volume for the current day according to the remaining total volume to be pushed, and the remaining estimated advertisement delivery days, and finally determines the traffic volume backoff value range for the current day during advertisement delivery according to the estimated delivery volume for the current day and the upper and lower limits of the estimated backoff ratio, so that an advertisement delivery party performs corresponding traffic volume backoff operation according to the traffic volume backoff value range for the current day, therefore, the method ensures that the advertisement delivery contract can have available backlog share related to the total number of the residual delivery flow on the current day every day, so that the flow purchasing operation of the advertisement delivery party is uniform, the purchase rate of the advertisement delivery party on the target flow is improved, and the optimal delivery effect is achieved.
The above description is only a preferred embodiment of the present application and is not intended to limit the present application, and various modifications and changes may be made by those skilled in the art. Any modification, equivalent replacement, improvement and the like made within the spirit and principle of the present application shall be included in the protection scope of the present application.
Claims (10)
1. A method for managing flow volume back-off, the method comprising:
detecting whether the current day is the final delivery day of a preset advertisement delivery period;
if the current day is detected to be not the terminal delivery day but within the preset advertisement delivery period, counting the total amount of the remaining to-be-pushed traffic, the total amount of the remaining to-be-returned traffic and the number of remaining advertisement delivery days from the current day to the terminal delivery day;
calculating an upper limit of an estimated receding amount ratio and a lower limit of the estimated receding amount ratio on the current day according to a preset original throwing receding amount ratio, the total amount to be pushed and the total amount of the flow to be receded on the current day;
calculating the estimated pushed amount of the current day according to the total amount of the remaining flow to be pushed of the current day and the number of the remaining advertisement putting days;
and calculating a flow back quantity numerical range corresponding to the current day according to the estimated push quantity, the estimated back quantity ratio upper limit and the estimated back quantity ratio lower limit of the current day, and informing an advertisement delivery party to execute the flow back quantity operation of the current day according to the flow back quantity numerical range.
2. The method according to claim 1, wherein the calculating an upper limit of an estimated backoff ratio and a lower limit of the estimated backoff ratio on the current day according to a preset original release ratio, a total amount to be pushed and a total amount to be backed on the current day comprises:
judging whether the current day is the starting delivery day of the preset advertisement delivery period or not;
when the current day is judged not to be the beginning throwing day, carrying out ratio operation on the total amount of the remaining to-be-retreated flow and the total amount of the remaining to-be-pushed flow on the current day to obtain the available retreat amount ratio on the current day;
judging whether the available back volume ratio of the current day is not less than the original throwing back volume ratio or not;
if the available withdrawal ratio is judged to be not less than the original throwing withdrawal ratio, taking the available withdrawal ratio as a lower limit of an estimated withdrawal ratio of the current day, and taking a value obtained by multiplying the available withdrawal ratio by a first fluctuation ratio as an upper limit of the estimated withdrawal ratio of the current day, wherein the first fluctuation ratio is more than 1;
and if the available withdrawal ratio is judged to be smaller than the original throwing withdrawal ratio, taking the available withdrawal ratio as an upper limit of an estimated withdrawal ratio on the current day, and taking a value obtained by multiplying the available withdrawal ratio by a second fluctuation ratio as a lower limit of the estimated withdrawal ratio on the current day, wherein the second fluctuation ratio is smaller than 1.
3. The method according to claim 2, wherein the calculating an upper limit of the estimated backoff ratio and a lower limit of the estimated backoff ratio on the current day according to a preset original release ratio, a total amount to be pushed and a total amount of flow to be backed on the current day further comprises:
when the current day is judged to be the initial launching day, directly taking a numerical value obtained by multiplying the original launching receding amount ratio by a third fluctuation ratio as an estimated receding amount ratio upper limit of the current day, and taking a numerical value obtained by multiplying the original launching receding amount ratio by a fourth fluctuation ratio as an estimated receding amount ratio lower limit of the current day, wherein the third fluctuation ratio is larger than 1, and the fourth fluctuation ratio is smaller than 1.
4. The method according to any one of claims 1-3, wherein calculating the estimated number of pushed units on the current day according to the total remaining amount of traffic to be pushed on the current day and the remaining number of advertisement delivery days comprises:
and dividing the total amount of the remaining traffic to be pushed on the current day and the number of the remaining advertisement putting days, and taking the calculated value as the estimated pushing amount on the current day.
5. The method of claim 4, wherein calculating the flow back-off value range corresponding to the current day according to the estimated pushed amount, the estimated back-off ratio upper limit and the estimated back-off ratio lower limit of the current day comprises:
multiplying the estimated upper limit and the estimated lower limit of the backoff ratio of the current day with the corresponding estimated push quantity respectively to obtain two backoff values;
and respectively taking the obtained two back-off values as the upper numerical limit and the lower numerical limit of a numerical range according to the numerical values to obtain the numerical range of the flow back-off value on the current day.
6. The method of claim 1, further comprising:
and if the current day is detected to be the final delivery day of the preset advertisement delivery period, directly counting the total amount of the remaining to-be-returned flow on the current day, and informing an advertisement delivery party to execute the flow returning operation on the current day according to the total amount of the remaining to-be-returned flow.
7. A flow back management device, the device comprising:
the terminal delivery detection module is used for detecting whether the current day is the terminal delivery day of a preset advertisement delivery period;
the residual data counting module is used for counting the total amount of the residual traffic to be pushed, the total amount of the residual traffic to be returned and the number of the residual advertisement putting days from the current day to the terminal putting day if the current day is detected to be not the terminal putting day but is within the preset advertisement putting period;
the back volume limit calculation module is used for calculating an estimated back volume ratio upper limit and an estimated back volume ratio lower limit on the current day according to a preset original throwing back volume ratio, the residual total amount to be pushed and the residual total amount to be back volume on the current day;
the pushing pre-estimation calculation module is used for calculating the pre-estimation pushing amount of the current day according to the total amount of the residual flow to be pushed of the current day and the residual advertisement putting days;
and the flow back quantity determining module is used for calculating a flow back quantity numerical range corresponding to the current day according to the estimated push quantity, the estimated back quantity ratio upper limit and the estimated back quantity ratio lower limit of the current day and informing the advertisement delivering party to execute the flow back quantity operation of the current day according to the flow back quantity numerical range.
8. The apparatus of claim 7,
the flow back quantity determining module is further configured to directly count the total quantity of the remaining to-be-back flows on the current day and inform an advertisement delivery party to execute the flow back quantity operation on the current day according to the total quantity of the remaining to-be-back flows if it is detected that the current day is the end delivery day of the preset advertisement delivery period.
9. An electronic device comprising a processor and a memory, the memory storing machine executable instructions executable by the processor to implement the traffic back management method of any one of claims 1-6.
10. A readable storage medium having stored thereon a computer program, wherein the computer program, when executed by a processor, implements the traffic back management method of any of claims 1-6.
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