CN111292132A - Online advertisement bidding method and device - Google Patents
Online advertisement bidding method and device Download PDFInfo
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- CN111292132A CN111292132A CN202010104257.7A CN202010104257A CN111292132A CN 111292132 A CN111292132 A CN 111292132A CN 202010104257 A CN202010104257 A CN 202010104257A CN 111292132 A CN111292132 A CN 111292132A
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
- G06Q30/0275—Auctions
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0277—Online advertisement
Abstract
The embodiment of the invention provides an online advertisement bidding method and device, wherein the advertisement bidding of an advertiser is obtained; acquiring the real-time click through rate of the advertisement and the average real-time click through rate of the advertisement of the category to which the advertisement belongs; and correcting the advertisement bid of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate, and bidding the advertisement display opportunity. According to the technical scheme of the invention, the advertisement bid is corrected by acquiring the click through rate of the advertiser and the evaluation click through rate of the advertisement category in real time to provide the advertisement bid for acquiring the display opportunity, so that the cold start problem and the experience uncertainty are solved, and the automatic execution of the online bid process is facilitated.
Description
Technical Field
The invention relates to the field of internet advertisements, in particular to an online advertisement bidding method and device.
Background
In the prior art, the bid ordering of online advertisements is performed by an advertiser bidding and the advertiser bidding is corrected by the historical click through rate and experience coefficient of the advertiser's advertisement to determine the advertisement bids, and thus the problems caused by this include: the method has the problem of cold starting due to the dependence on the historical click through rate, so that the influence on the bidding sorting caused by slow starting and the fact that the computing environment of the historical click through rate is different from the current environment is very large, and the method is not beneficial to obtaining the advertisement display opportunity for the first-time bidding advertisement; and because the empirical coefficient in the correction is a macroscopic qualitative quantity, the influence of the inaccurate determination on the whole display scene is very large by virtue of empirical determination. Both of the above are disadvantageous for online automated performance of online bidding processes.
Disclosure of Invention
The embodiment of the invention provides an online advertisement bidding method and device, which can correct advertisement bidding by acquiring Click Through Rate CTR (Click-Through-Rate) of an advertiser and evaluation Click Through Rate of advertisement categories in real time to provide advertisement bidding for acquiring display opportunities, solve the problem of cold start and experience uncertainty and be beneficial to automatic execution of an online bidding process.
In order to achieve the above object, in one aspect, an embodiment of the present invention provides an online advertisement bidding method, where the method includes:
obtaining advertising bids of advertisers;
acquiring the real-time click through rate of the advertisement and the average real-time click through rate of the advertisement of the category to which the advertisement belongs;
and correcting the advertisement bid of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate, and bidding the advertisement display opportunity.
In another aspect, an embodiment of the present invention provides an online advertisement bidding apparatus, where the apparatus includes:
a bid acquisition unit for acquiring an advertisement bid of an advertiser;
the display scene information acquisition unit is used for acquiring the real-time click through rate of the advertisement and the average real-time click through rate of the advertisement of the category to which the advertisement belongs;
and the bidding unit is used for correcting the advertisement bidding of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate and bidding the advertisement display opportunity.
The technical scheme has the following beneficial effects:
according to the technical scheme, the real-time click through rate of the advertisement and the average real-time click through rate of the advertisement of the category to which the advertisement belongs are obtained, so that the advertisement bids can be corrected through the obtained real-time click through rate of the advertiser and the evaluation click through rate of the advertisement category to provide advertisement bids for obtaining the display opportunity, on one hand, the cold start problem is solved, on the other hand, bid correction close to experience is not needed, bids used for advertisement ranking bids can be calculated on line in real time on the basis of the bids of the advertiser, and the automatic execution of the online bidding process is facilitated.
Drawings
In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.
FIG. 1 is a flow chart of a method for bidding for online advertisements according to an embodiment of the present invention;
fig. 2 is a schematic structural diagram of an online advertisement bidding apparatus according to an embodiment of the present invention.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the 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.
Fig. 1 is a flow chart of an online advertisement bidding method according to an embodiment of the present invention, where the method includes:
s101: an advertising bid for an advertiser is obtained.
S102: and acquiring the real-time click through rate of the advertisement and the average real-time click through rate of the advertisement of the category to which the advertisement belongs.
The real-time click through rate of the advertisement is obtained by obtaining the click through rate of the advertisement in a set time period away from the current time in real time, and the click through rate of the advertisement in a longer historical time does not need to be considered; for the average real-time click through rate of the advertisement belonging to the category of the advertisement, matching the advertisement with the corresponding advertisement category according to the content of the advertisement, and acquiring the real-time click through rate q of each advertisement in the advertisement categoryi，qiNamely the click through rate CTR of the ith advertisement in the advertisement class, thereby obtaining the average real-time click through rate q of the advertisement class to which the advertisement belongs0，q0Is calculated by the formula
S103: and correcting the advertisement bid of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate, and bidding the advertisement display opportunity. According to the real-time click through rate and the average real-time click through rate of the advertisement, correcting the advertisement bid of the advertiser to obtain the advertisement bid, and determining the advertisement display opportunity through the advertisement bid sorting.
Preferably, the modifying the advertisement bid of the advertiser according to the real-time click through rate and the average real-time click through rate of the advertisement to bid for the advertisement display opportunity includes: and correcting the advertisement Bid of the advertiser by the following formula to obtain the Bid of the advertisement Bid r for the advertisement display opportunity:
r＝qkBid；
wherein q is the real-time click through rate of the advertisement;
By
It is known that when q ═ q0When k is 0, the advertisement Bid r is Bid; if q is 0, that is, the advertisement is the first bid to participate, and if r is 0, it is not favorable for the first bid advertisement to obtain an advertisement showing opportunity.
When q is more than 0 and less than q0When k is 0 < 1, r is qkBid > Bid the advertiser gets an advertisement presentation opportunity with a Bid that is less than its original advertisement Bid. The smaller q, the larger k, the greater the squeeze on the advertising bid. The larger the q value of an ad, the easier it is to get an ad presentation opportunity in bidding with a smaller Bid.
When q > q0K < 0, in which case r ═ qkBid > Bid the advertiser gets an advertisement presentation opportunity with a Bid greater than its original advertisement Bid. This means that more traffic is brought to the ad, and the ad presentation opportunity is available with a smaller Bid.
And the advertisement bids are corrected according to the real-time click through rate of the advertisements and the average implementation click through rate of the category in which the advertisements are positioned, the quality of the advertisements is actually inspected through the click through rate, and the double inspection of guaranteeing the price and the quality in screening is facilitated. The advertisement display is facilitated to bring the maximum profit for the display page.
Further, the method further comprises:
when an advertisement declares to participate in bidding for the first time, a presentation opportunity is provided for the advertisement if the advertisement bid for the advertisement is higher than the advertisement bid for which the last bidding was successful.
For the case where q is 0, that is, the advertisement initially participates in bidding, the advertiser may obtain an advertisement presentation opportunity with an advertisement bid higher than the latest successful bidding by declaring that it is the first bidding, and thus, it may be possible to solve the situation that it is disadvantageous in participating in bidding because there is no click through rate. The highest bid in the latest period of time can be used as the advertisement bid to obtain the display opportunity, and for the advertisement, the advertisement can be presented at a high price by stating that the advertisement is the first bid even if the advertisement is not the real first bid.
Preferably, the advertisement presentation opportunity is obtained at a maximum price among a plurality of advertisements declared as first bids and all being higher than the price at which the last bid was successful. And can limit abuse of this approach by limiting the number of first bids declared per unit of time.
Further preferably, the method further comprises:
putting the advertisement which is bid for the first time and obtains the display opportunity into different display scenes for testing;
and according to the test result, putting the advertisement into a display scene with high click through rate.
Preferably, the different display scenes are divided according to the display scene users and the display scene contents.
Based on the fact that the advertisement enters the display scene for the first time, the advertisement display scene comprises a page, an application program and the like of advertisement display, the user of the advertisement display scene and the correlation between the content of the display scene and the content of the advertisement have different influences on the effect of the advertisement, for example, the sex, the age and the interest of the user of the advertisement display scene are biased, the advertisement is displayed in the subdivided display scene of the user of the display scene and the content of the advertisement are biased, and the click through rate of the advertisement in the display scene is used as a reference to determine the display scene with the best effect of advertisement putting according to the sex, the age, the interest and the like of the user of the advertisement display scene and whether the content of the display scene is correlated or matched with the advertisement. The number of testing times and the number of display scenes can be determined according to the ratio of the advertisement bids to the advertisement bids successfully bid last time, and the higher the ratio is, the more the number of testing times or display scenes is.
For the selection of a specific display scene, the click through rate of the advertisement in the display scene, for example, the click through rate of the advertisement in m scenes is marked as (q)1,q2......qj......qm)，qjRepresents the click through rate CTR in the jth scene when q isjWhen q, the scene is selected. q is a certain threshold value set in advance; when there are multiple scenes with high CTR, select some subset thereof; the traffic for this subset is to meet the traffic demand of the current advertisement.
Corresponding to the above method, as shown in fig. 2, it is a schematic structural diagram of an online advertisement bidding apparatus according to an embodiment of the present invention, where the apparatus includes:
a bid acquisition unit 21 for acquiring an advertisement bid of an advertiser;
the display scene information obtaining unit 22 is configured to obtain a real-time click through rate of the advertisement and an average real-time click through rate of the advertisement of the category to which the advertisement belongs;
and a bidding unit 23, configured to modify the advertisement bid of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate, and bid on an advertisement display opportunity.
Preferably, the bidding unit is specifically configured to:
and correcting the advertisement Bid of the advertiser by the following formula to obtain the Bid of the advertisement Bid r for the advertisement display opportunity:
r＝qkBid；
wherein q is the real-time click through rate of the advertisement;
Further, a primary bidding unit is included for:
when an advertisement declares to participate in bidding for the first time, a presentation opportunity is provided for the advertisement if the advertisement bid for the advertisement is higher than the advertisement bid for which the last bidding was successful.
Further preferably, the primary bidding unit is further configured to:
putting the advertisement which is bid for the first time and obtains the display opportunity into different display scenes for testing;
putting the advertisement into a display scene with high click through rate according to the test result;
and the different display scenes are divided according to the display scene users and the display scene contents.
Preferably, the primary bidding unit is further configured to:
in multiple advertisements that are declared to bid for the first time and all bid higher than the most recently successfully bid advertisement, the advertisement presentation opportunity is obtained at the highest price.
It should be understood that the specific order or hierarchy of steps in the processes disclosed is an example of exemplary approaches. Based upon design preferences, it is understood that the specific order or hierarchy of steps in the processes may be rearranged without departing from the scope of the present disclosure. The accompanying method claims present elements of the various steps in a sample order, and are not intended to be limited to the specific order or hierarchy presented.
In the foregoing detailed description, various features are grouped together in a single embodiment for the purpose of streamlining the disclosure. This method of disclosure is not to be interpreted as reflecting an intention that the claimed embodiments of the subject matter require more features than are expressly recited in each claim. Rather, as the following claims reflect, invention lies in less than all features of a single disclosed embodiment. Thus, the following claims are hereby expressly incorporated into the detailed description, with each claim standing on its own as a separate preferred embodiment of the invention.
The previous description of the disclosed embodiments is provided to enable any person skilled in the art to make or use the present invention. To those skilled in the art; various modifications to these embodiments will be readily apparent, and the generic principles defined herein may be applied to other embodiments without departing from the spirit or scope of the disclosure. Thus, the present disclosure is not intended to be limited to the embodiments shown herein but is to be accorded the widest scope consistent with the principles and novel features disclosed herein.
What has been described above includes examples of one or more embodiments. It is, of course, not possible to describe every conceivable combination of components or methodologies for purposes of describing the aforementioned embodiments, but one of ordinary skill in the art may recognize that many further combinations and permutations of various embodiments are possible. Accordingly, the embodiments described herein are intended to embrace all such alterations, modifications and variations that fall within the scope of the appended claims. Furthermore, to the extent that the term "includes" is used in either the detailed description or the claims, such term is intended to be inclusive in a manner similar to the term "comprising" as "comprising" is interpreted when employed as a transitional word in a claim. Furthermore, any use of the term "or" in the specification of the claims is intended to mean a "non-exclusive or".
The above-mentioned embodiments are intended to illustrate the objects, technical solutions and advantages of the present invention in further detail, and it should be understood that the above-mentioned embodiments are merely exemplary embodiments of the present invention, and are not intended to limit the scope of the present invention, and any modifications, equivalent substitutions, improvements and the like made within the spirit and principle of the present invention should be included in the scope of the present invention.
Claims (10)
1. An online advertisement bidding method, comprising:
obtaining advertising bids of advertisers;
acquiring the real-time click through rate of the advertisement and the average real-time click through rate of the advertisement of the category to which the advertisement belongs;
and correcting the advertisement bid of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate, and bidding the advertisement display opportunity.
2. The method of claim 1, wherein the modifying the advertisement bid of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate to bid for an advertisement presentation opportunity comprises: and correcting the advertisement Bid of the advertiser by the following formula to obtain the Bid of the advertisement Bid r for the advertisement display opportunity:
r＝qkBid；
wherein q is the real-time click through rate of the advertisement;
3. The online advertising bidding method according to claim 2, wherein the method further comprises:
when an advertisement declares to participate in bidding for the first time, a presentation opportunity is provided for the advertisement if the advertisement bid for the advertisement is higher than the advertisement bid for which the last bidding was successful.
4. The online advertising bidding method according to claim 3, wherein the method further comprises:
putting the advertisement which is bid for the first time and obtains the display opportunity into different display scenes for testing;
putting the advertisement into a display scene with high Click Through Rate (CTR) according to the test result;
and the different display scenes are divided according to display scene users or display scene contents.
5. The online advertisement bidding method of claim 4, wherein the advertisement presentation opportunity is obtained at the highest price among a plurality of advertisements declared as the first bid and all higher than the advertisement bid for which the last bid was successful.
6. An online advertisement bidding apparatus, comprising:
a bid acquisition unit for acquiring an advertisement bid of an advertiser;
the display scene information acquisition unit is used for acquiring the real-time click through rate of the advertisement and the average real-time click through rate of the advertisement of the category to which the advertisement belongs;
and the bidding unit is used for correcting the advertisement bidding of the advertiser according to the real-time click through rate of the advertisement and the average real-time click through rate and bidding the advertisement display opportunity.
7. The online advertising bidding apparatus according to claim 6, wherein the bidding unit is specifically configured to:
and correcting the advertisement Bid of the advertiser by the following formula to obtain the Bid of the advertisement Bid r for the advertisement display opportunity:
r＝qkBid；
wherein q is the real-time click through rate of the advertisement;
8. The online advertising bidding apparatus of claim 7, further comprising an initial bidding unit for:
when an advertisement declares to participate in bidding for the first time, a presentation opportunity is provided for the advertisement if the advertisement bid for the advertisement is higher than the advertisement bid for which the last bidding was successful.
9. The online advertising bidding apparatus according to claim 8, wherein the primary bidding unit is further configured to:
putting the advertisement which is bid for the first time and obtains the display opportunity into different display scenes for testing;
putting the advertisement into a display scene with high click through rate according to the test result;
and the different display scenes are divided according to display scene users or display scene contents.
10. The online advertising bidding apparatus according to claim 9, wherein the primary bidding unit is further configured to:
in multiple advertisements that are declared to bid for the first time and all bid higher than the most recently successfully bid advertisement, the advertisement presentation opportunity is obtained at the highest price.
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| CN202010104257.7A CN111292132A (en) | 2020-02-20 | 2020-02-20 | Online advertisement bidding method and device |
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
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| CN112884523A (en) * | 2021-03-12 | 2021-06-01 | 杭州网易再顾科技有限公司 | Multimedia object delivery method, device, equipment and medium |
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