CN111489182A - Competitive resource control method and device for information display, computer equipment and storage medium - Google Patents

Competitive resource control method and device for information display, computer equipment and storage medium Download PDF

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CN111489182A
CN111489182A CN201910081359.9A CN201910081359A CN111489182A CN 111489182 A CN111489182 A CN 111489182A CN 201910081359 A CN201910081359 A CN 201910081359A CN 111489182 A CN111489182 A CN 111489182A
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information
time period
difference
resource amount
average resource
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CN111489182B (en
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郭永辉
陈戈
黄东波
姜磊
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Tencent Technology Shenzhen Co Ltd
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Tencent Technology Shenzhen Co Ltd
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    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
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    • 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
    • G06Q30/0272—Period of advertisement exposure
    • 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

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Abstract

The application relates to a competitive resource control method and device for information display, computer equipment and a storage medium. The method comprises the following steps: acquiring the actual average resource quantity of the displayable information in a first time period; acquiring a correction coefficient of the displayable information in a second time period according to the first difference; the first difference is the difference between the actual average resource amount and the target average resource amount; correcting the original competition resources capable of displaying information according to the correction coefficient; the method and the device have the advantages that the competitive resources of the displayable information in the next time period are corrected through the difference between the actual average resource amount of the displayable information in the previous time period and the target average resource amount set by the publisher, so that the error between the cost actually paid for effective display in the oCPM charging mode and the target average resource amount is reduced, and the accuracy of adjusting the competitive resources of the displayable information in the oCPM charging mode is improved through setting correction coefficients for each piece of displayable information.

Description

Competitive resource control method and device for information display, computer equipment and storage medium
Technical Field
The present application relates to the field of internet application technologies, and in particular, to a method and an apparatus for controlling competitive resources for information display, a computer device, and a storage medium.
Background
Optimizing thousands of show costs (Optimized Cost Per mill, oCPM) is a new advertising billing model. In this mode, when the advertiser puts the advertisement on the advertisement platform, the target cost paid per click/conversion can be set, and the advertisement platform still charges according to the advertisement display times.
In the oCPM charging mode, for each showing opportunity, the advertisement platform calculates to obtain the expected click/conversion probability of the advertisement after being shown through the showing opportunity, calculates to obtain effective showing cost (ePCM) every thousand times according to the expected click/conversion probability and the target cost, takes the ePCM obtained by calculation as the bidding price of the advertisement on the showing opportunity, and pushes the advertisement with the highest bidding price to the showing opportunity for showing.
Subject to problems such as a small number of samples, the accuracy of the predicted click/conversion probability is generally not high enough, resulting in a low accuracy of bid control for the advertisement platform in the cpm billing mode. In the related art, in order to improve the accuracy of bidding control, the advertisement platform may perform machine learning training on the history of successful bidding of the display opportunities by using each advertisement to obtain constraint parameters of a predicted click probability and a predicted conversion probability, and adjust the bidding of the advertisement on the display opportunities through the constraint parameters.
In the related art, the constraint parameter is a parameter shared by each advertisement in the advertisement platform and cannot be guaranteed to be applicable to each advertisement, and therefore, the adjusting effect of the above scheme on advertisement bidding is poor.
Disclosure of Invention
The embodiment of the application provides a competitive resource control method and device for information display, computer equipment and a storage medium, which can improve the accuracy of competitive resource control in an oCPM charging mode and further improve the accuracy of information push, and the technical scheme is as follows:
in one aspect, a contention resource control method for information presentation is provided, where the method is performed by a server, and the method includes:
reading display data of displayable information in a first time period from a database, wherein the display data indicate competition resources of the displayable information every time the displayable information is successfully displayed and effective display times of the displayable information;
acquiring the actual average resource quantity of the displayable information in the first time period according to the display data; the actual average resource amount indicates the ratio of the sum of competitive resources when the displayable information is successfully displayed each time to the effective display times of the displayable information;
obtaining a correction coefficient of the displayable information in a second time period according to the first difference; the first difference value is the difference between the actual average resource amount and the target average resource amount of the exposable information; the second time period is a later time period than the first time period;
correcting the original competition resources of the information capable of being displayed according to the correction coefficient to obtain competition resources of the information capable of being displayed for information display opportunities in the second time period; the original competition resource is obtained according to the target average resource amount and the expected effective display probability of the information which can be displayed on the information display position corresponding to the information display opportunity.
In another aspect, an apparatus for controlling contention resources for information presentation is provided, where the apparatus is used in a server, and the apparatus includes:
the data reading module is used for reading display data of the displayable information in a first time period from a database, wherein the display data indicate competition resources of the displayable information when the displayable information is successfully displayed each time and effective display times of the displayable information;
the actual resource quantity obtaining module is used for obtaining the actual average resource quantity of the displayable information in the first time period according to the display data; the actual average resource amount indicates the ratio of the sum of competitive resources when the displayable information is successfully displayed each time to the effective display times of the displayable information;
the correction coefficient acquisition module is used for acquiring the correction coefficient of the displayable information in a second time period according to the first difference value; the first difference value is the difference between the actual average resource amount and the target average resource amount of the exposable information; the second time period is a later time period than the first time period;
the competition resource correcting module is used for correcting the original competition resources of the information capable of being displayed according to the correction coefficient to obtain competition resources of information display opportunities of the information capable of being displayed in the second time period; the original competition resource is obtained according to the target average resource amount and the expected effective display probability of the information which can be displayed on the information display position corresponding to the information display opportunity.
Optionally, the contention resource correcting module is specifically configured to obtain the original contention resource when receiving an information display request sent by a terminal corresponding to the information display opportunity in the second time period; and obtaining the product of the original competition resources and the correction coefficient as competition resources of the information presentation opportunity of the presentable information in the second time period.
Optionally, the number of effective display times of the displayable information is the number of times of being clicked after the displayable information is displayed.
Optionally, the number of effective display times of the displayable information is the number of times of receiving a specified operation after the displayable information is displayed and clicked;
the specified operation comprises at least one of attention, forwarding, commenting, downloading, registering and ordering.
In another aspect, a computer device is provided, which includes a processor and a memory, where at least one instruction, at least one program, a set of codes, or a set of instructions is stored in the memory, and the at least one instruction, the at least one program, the set of codes, or the set of instructions is loaded and executed by the processor to implement the above contention resource control method for information presentation.
In yet another aspect, a computer-readable storage medium is provided, in which at least one instruction, at least one program, a set of codes, or a set of instructions is stored, and the at least one instruction, the at least one program, the set of codes, or the set of instructions is loaded and executed by a processor to implement the above contention resource control method for information presentation.
The technical scheme provided by the application at least comprises the following beneficial effects:
according to the scheme, the competitive resources of the displayable information in the next time period are corrected through the difference value between the actual average resource amount of the displayable information in the previous time period and the target average resource amount set by the publisher, so that the error between the cost actually paid for effective display in the oCPM charging mode and the target average resource amount is reduced, the accuracy of competitive resource control in the oCPM charging mode is improved, and the accuracy of information pushing is improved.
It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the application.
Drawings
The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the present application and together with the description, serve to explain the principles of the application.
FIG. 1 is a schematic diagram illustrating the structure of an information presentation system in accordance with an exemplary embodiment;
FIG. 2 is a flow diagram illustrating a contention resource control method for presentation of information, according to an example embodiment;
FIG. 3 is a schematic diagram illustrating a process of displaying information according to the embodiment shown in FIG. 2;
FIG. 4 is a flow diagram illustrating a contention resource control method for presentation of information, according to an example embodiment;
FIG. 5 is an architecture diagram of an advertisement presentation system, shown in accordance with an exemplary embodiment;
FIG. 6 is a schematic diagram of the convergence of an optimization objective involved in the embodiment shown in FIG. 5;
FIG. 7 is a block diagram illustrating the structure of a contention resource control apparatus for information presentation according to an example embodiment;
FIG. 8 is a block diagram illustrating a configuration of a computer device, according to an example embodiment.
Detailed Description
Reference will now be made in detail to the exemplary embodiments, examples of which are illustrated in the accompanying drawings. When the following description refers to the accompanying drawings, like numbers in different drawings represent the same or similar elements unless otherwise indicated. The embodiments described in the following exemplary embodiments do not represent all embodiments consistent with the present application. Rather, they are merely examples of apparatus and methods consistent with certain aspects of the present application, as detailed in the appended claims.
The technical scheme provided by the application can be used in an information display system based on the oCPM charging mode, so that the gap between the cost actually paid out and the target cost is reduced, and the accuracy of charging for displaying the displayable information is improved. The information display system may be a system that receives the displayable information issued by the information issuer and displays the displayable information issued by the information issuer in the information display platform, for example, the information display system may be an advertisement display system.
In the application, when an information publisher publishes the displayable information in the information display system, an optimization target needs to be set for the published displayable information, and the optimization target is set to be a target average resource amount paid by the information publisher, then the system competes each information display opportunity in the information display system according to the set target average resource amount, and displays the information display position corresponding to the information display opportunity of which the competition of the displayable information publication succeeds. Before explaining the embodiments shown in the present application, first, an advertisement display system is taken as an example to introduce some concepts related to the links of information publishing, display opportunity competition and display:
1) information can be displayed
In the embodiment of the application, the information capable of being displayed is the information which is released by the information publisher in the information display system and is pushed to the information display position corresponding to the information display opportunity by the information display system for display. For example, the information presentation system may be an advertisement presentation system, the information publisher may be an advertiser, and the presentable information may be an advertisement published by the advertiser in the advertisement presentation system.
2) Information display platform
For example, the displayable information is a video advertisement, and the video advertisement display platform is a medium capable of bearing a video player, and includes, but is not limited to, a Personal Computer (PC) end web page, a PC end information publisher end, a mobile end application program (not distinguishing a mobile phone from a tablet computer, an Android and IOS system, and the like), a hypertext Markup language (HTM L) 5 page, a television set-top box, a game host (such as an Xbox or a PS3, and the like), an outdoor advertisement display screen, and a vehicle-mounted advertisement display screen, and the like.
3) Information presentation position and information presentation opportunity
In this embodiment of the application, the information display position refers to a position in the information display platform for displaying the displayable information, for example, the information display position may be an advertisement position in an application interface displayed by a mobile phone. And the opportunity to present the presentable information on the information presentation bits is referred to as an information presentation opportunity. For example, taking the example that the information that can be displayed is an advertisement, an application interface includes 3 advertisement slots, which means that the application interface provides 3 information display opportunities in one display process.
In the embodiment of the application, when the information display platform needs to display the displayable information, an information display request is sent to a server of the information display system, and the information display request is used for requesting one or more pieces of displayable information, that is, the information display platform provides one or more information display opportunities.
4) Competing resources
In the embodiment of the present application, the contention resource refers to a resource for contending for an information presentation opportunity. For example, the competitive resources may be currency, physical objects, or other virtual resources (such as virtual currency and credits). The embodiment of the present application does not limit the expression form of the contention resource.
5) Thousand people Cost (Cost Per Mille, CPM)
In the embodiment of the present application, the CPM charging mode is a displayable information charging mode in which the information display system displays the settlement for thousands of times. That is, the information publisher and the information publishing system agree to pay according to the number of times of display and the resource cost (hereinafter, simply referred to as cost) of each display.
6) Cost of thousands of clicks (Cost Per Click, CPC)
The CPC charging mode is an information charging mode of settlement by click, i.e. the information publisher and the information publishing system agree to pay according to the number of clicks and the cost per click.
7) Cost of transformation thousands times (Cost Per Action, CPA)
The CPA charging mode is an information charging mode according to conversion settlement, namely, an information publisher and an information publishing system agree to pay according to conversion times and conversion cost each time. The conversion times refer to the times of receiving specified operations after the information capable of being displayed is displayed and clicked; wherein the specifiable operation comprises at least one of attention, forwarding, commenting, downloading, registering and ordering.
8)oCPM
The oCPM is essentially charged according to a CPM charging mode, but a more accurate click rate and/or conversion rate pre-estimation mechanism is adopted, displayable information is displayed to a user who is most likely to generate click/conversion, the click/conversion rate is improved and the click/conversion cost is reduced while the flow is obtained.
In the oCPM mode, an information publisher sets a target average resource amount for displayable information, namely the information publisher sets a resource cost which is willing to pay for one-time effective display of the displayable information, the information display system charges the fee according to every thousand-time display, but when the information is pushed, the displayable information is pushed to an information display position corresponding to an information display opportunity with higher possibility of effective display for display, so that the total resource cost actually paid by the information publisher is shared on each effective display and is close to the target average resource amount set by the information publisher.
The effective display can be selected and determined according to the requirement of the information publisher, for example, the information publisher can set the effective display to be a click or a specified operation further executed after the click. For example, when the effective display is a click, the number of effective displays of the displayable information may be accumulated once every time a click operation is received when the displayable information is displayed on the information display platform.
The type of the effective display may be classified as being clicked, and receiving a specified operation after being clicked (in this embodiment, receiving a specified operation after being clicked may be referred to as converting), that is, the type of the effective display may be classified as being clicked and converting.
Correspondingly, when the type of the effective display of the exposable information is clicked, the effective display times of the exposable information may be the times of clicking after the exposable information is displayed.
Or, when the type of the effective display of the exposable information is conversion, the number of effective displays of the exposable information may be the number of times that a specified operation is received after the exposable information is displayed and clicked.
9) Proportional, Integral, Differential (PID) control system
The PID system is a control system which calculates an error proportional unit, an error integral unit and an error differential unit through real-time feedback and sets the three weight coefficients for feedback regulation.
Fig. 1 is a schematic diagram illustrating the structure of an information presentation system according to an exemplary embodiment. The system comprises: an information publisher terminal 120, an information presentation device 140, and a server 160.
The information publisher terminal 120 may be a terminal device with network access capabilities as well as user interface presentation and interaction functions. For example, the information publisher terminal 120 may be a PC (such as a laptop or desktop computer, etc.), a smart phone, a tablet computer, an e-book reader, or the like.
The information display device 140 may be a computer device including or externally connected to an information display platform, for example, the information display device 140 may be a mobile phone, a tablet computer, an electronic book reader, smart glasses, a smart watch, an MP3 player (Moving Picture Experts Group Audio L Audio layer III, mpeg Audio layer 3), an MP4 player (Moving Picture Experts Group Audio L Audio layer IV, mpeg Audio layer 4), a laptop computer, a desktop computer, a television set-top box, a game console, an outdoor advertisement display screen, a vehicle-mounted advertisement display screen, and the like.
The information distributor terminal 120 and the information presentation apparatus 140 are connected to the server 160 through a communication network, respectively. Optionally, the communication network is a wired network or a wireless network.
The server 160 is a server, or a plurality of servers, or a virtualization platform, or a cloud computing service center.
The server 160 may include an information publisher platform 160a, a display data management platform 160b, a competition resource control platform 160c, and a push control platform 160 d.
The information publisher platform 160a is configured to interact with the information publisher terminal 120, determine the displayable information according to a user operation, and set a target average resource amount for the displayable information.
The display data management platform 160b is configured to store and maintain historical display data of the displayable information, where the display data may include competitive resources for successful display of the historical displayable information, time information for effective display of the historical displayable information, and the like.
The competitive resource control platform 160c is configured to, for each information presentation opportunity, obtain a competitive resource of each presentable information for the information presentation opportunity, and determine the presentable information with the highest competitive resource.
The push control platform 160d is configured to push the displayable information with the highest competitive resource to the information display position corresponding to the information display opportunity for displaying.
Optionally, the system may further include a management device (not shown in fig. 1), which is connected to the server 160 through a communication network. Optionally, the communication network is a wired network or a wireless network.
The Network is typically the Internet, but may be any Network including, but not limited to, a local Area Network (L cal Area Network, L AN), a Metropolitan Area Network (Metropolisan Area Network, MAN), a Wide Area Network (WAN), a mobile, wireline, or wireless Network, a Private Network, or any combination of Virtual Private networks.
In the related art, the competitive resource control platform 160c is configured to, for each information presentation opportunity, obtain a predicted clicked probability of each information presentation opportunity on the information presentation position corresponding to the information presentation opportunity when obtaining competitive resources of each information presentation opportunity for the presentable information, and when the effective presentation of the presentable information receives a further executed specified operation after being clicked, the competitive resource control platform 160c further obtains a predicted transformation probability (i.e., a probability that the further executed specified operation is predicted to be received after being clicked) of the information presentation opportunity on the information presentation position corresponding to the information presentation opportunity. The predicted clicked probability and the predicted conversion probability may be related to information such as types of displayable information, types of information display opportunities, display time, and user preferences corresponding to the information display opportunities. That is, for an information presentation opportunity, the expected click probability and/or the expected conversion probability of two different presentable information presented at the information presentation position corresponding to the information presentation opportunity may also be different; accordingly, the expected click probability and/or the expected conversion probability of a displayable information item may be different when the displayable information item is displayed on the corresponding information display position of two different information display opportunities.
After obtaining the expected click probability (optionally including the expected conversion probability) of one displayable information on the information display position corresponding to the information display opportunity, the competitive resource control platform 160c may calculate the eCPM of the displayable information on the information display opportunity according to a preset formula.
Wherein, when the valid display is clicked, the preset formula is as follows:
the expected probability of clicking of the target average resource amount × is 1000 eCPM 1000 ×;
when the valid display is that a further executed specified operation is received after being clicked, the preset formula is as follows:
eCPM 1000 × target average resource amount × predicted hit probability × predicted conversion probability.
Since the target average resource amounts corresponding to different pieces of displayable information may be different, and it is also mentioned above that the expected click probabilities and/or the expected conversion probabilities of two different pieces of displayable information when displayed on the information display positions corresponding to the information display opportunities are also different, so that the eCPM of each piece of displayable information for the same information display opportunity is also different, after the eCPM of each piece of displayable information for the information display opportunity is obtained, the competitive resource control platform 160c determines the opportunity where the displayable information with the highest eCPM is displayed on the information display position corresponding to the information display opportunity, and notifies the push control platform 160d to push the displayable information with the highest eCPM to the information display position corresponding to the information display opportunity for display. Through the scheme, the information display system can reasonably arrange the display opportunities of each displayable information on the information display platform, and the total cost of each displayable information charged according to the display times is distributed to the cost on each effective display, and is close to the target average resource amount set by the information publisher.
However, the accuracy of the competitive resource of the displayable information depends on the accuracy of the obtained estimated clicked probability and the estimated conversion probability, however, the estimation algorithm of the clicked probability and the conversion probability when the displayable information is displayed on the information display position corresponding to the designated information display opportunity at present cannot estimate the probability of each click or the conversion probability accurately, and especially for the estimation of the conversion probability, the estimation is limited by the problems of relatively few conversion number samples, insufficient characteristics, conversion data backflow and the like, and the estimated error is larger. For a particular piece of presentable information, the actual bid error due to the estimated deviation may be unacceptable to the information publisher.
For example, in the opmp charging mode, the information publisher sets the target average resource amount according to its budget and the desired information presentation effect. For example, the budget of the information publisher is 10000 yuan, and it is expected that the information publisher can obtain 5000 clicks for the information publisher that can be shown, and in the information display system based on the cpm charging mode, the information publisher may set the target average resource amount to 2 yuan/one click. The information display system displays the displayable information issued by the information publisher and charges according to the display times, when the total charging amount reaches 10000 yuan, after the displayable information is displayed on the information display position corresponding to the information display opportunity obtained through competition in an ideal state, about 5000 clicks should be obtained, however, due to the problem that the accuracy of the estimation of the click probability or the conversion probability is not enough, the accuracy of the system for controlling the competitive resources of the displayable information is low, after the displayable information is displayed on the information display position corresponding to the information display opportunity obtained through competition, the obtained clicked times may be different from 5000 times greatly, that is, the system does not obtain the proper information display opportunity for the displayable information competition, and the accuracy of information pushing is low.
According to the scheme provided by the embodiment of the application, in the oCPM charging mode, the information display system can track the actual CPC or CPA in time in the process of displaying the displayable information, and obtain the correction coefficient according to the actual CPC or CPA so as to correct the subsequent bid of the displayable information, so that the error between the actually paid cost and the target average resource amount is reduced, and the accuracy of adjusting the competitive resources of the displayable information in the oCPM charging mode is improved by setting the correction coefficient for each piece of the displayable information.
Fig. 2 is a flowchart illustrating a contention based resource control method for information presentation that may be performed by the server 160 in the information presentation system shown in fig. 1 according to an example embodiment. As shown in fig. 2, the contention resource control method for information presentation may include the following steps:
step 21, reading the display data of the displayable information in the first time period from the database, wherein the display data indicates competition resources of the displayable information each time the displayable information is successfully displayed and effective display times of the displayable information.
In the embodiment of the present application, for each piece of displayable information (such as an advertisement) published in the information presentation system, the server of the information presentation system maintains and updates presentation data of the displayable information while pushing the displayable information to the information presentation position corresponding to the information presentation opportunity for presentation. The display data may be competition resources for each successful display of the corresponding displayable information, time information for effective display, and the like. The time information of the effective display may be an accurate time, for example, a time point of each effective display; alternatively, the time information of the effective presentation may also be fuzzy time of the effective presentation, for example, the time period of each effective presentation, or the number of effective presentations in each time period, and the like.
And step 22, acquiring the actual average resource quantity of the displayable information in the first time period according to the display data.
Wherein the actual average resource amount indicates a ratio between a sum of competing resources for each successful presentation of the presentable information and an effective number of presentations of the presentable information.
In the embodiment of the present application, the server divides the time axis into a plurality of time segments, and the time lengths of the time segments may be the same, for example, the time length of each time segment is 1 minute. And the server acquires the actual average resource quantity of each displayable information by taking a time period as a unit.
For example, for a certain exposable information, the server may obtain the actual average resource amount of the exposable information in the first time period at the end of the first time period.
Optionally, when the actual average resource amount is obtained, the server obtains display data of the displayable information in a past first time period, accumulates competition resources of the displayable information successfully displayed in the first time period each time, obtains a total cost of the displayable information in the first time period, obtains the number of times that the displayable information is effectively displayed in the first time period, and divides the total cost of the displayable information in the first time period by the number of times that the displayable information is effectively displayed in the first time period, so as to obtain the actual average resource amount of the displayable information in the first time period.
The calculated actual average resource amount is the cost of the displayable information distributed to each effective display in the first time period. In this embodiment, the server may further convert the cost of the exposable information allocated to each effective exhibition in the first time period into the actual cost of each thousand effective exhibitions (for example, the cost may be the actual CPC/actual CPA), that is, the server may multiply the cost of the exposable information allocated to each effective exhibition in the first time period by 1000 to obtain the actual CPC/actual CPA.
Optionally, when the server divides the time axis into a plurality of time periods, the same division manner may be adopted for each displayable information, that is, for different displayable information, the boundary points of the time periods corresponding to each displayable information are the same. The division mode can simplify the complexity of the server for maintaining the display data of the displayable information.
Or, in another possible implementation manner, when the server divides the time axis into a plurality of time periods, different dividing manners may also be adopted for each displayable information, that is, for different displayable information, the boundary points of the time periods corresponding to each displayable information may also be different. For example, the server may set 10 time period division modes, and divide each displayable information into 10 groups, where each group corresponds to one time period division mode. The division mode can avoid that the operation of calculating the correction coefficients of all the displayable information is too concentrated in time, the calculation process of the correction coefficients is divided relatively uniformly in time domain, for example, in the first 6s in 1 minute, the server calculates the correction coefficients corresponding to the displayable information of the 1 st group, in the 2 nd 6s in the 1 st minute, the server calculates the correction coefficients corresponding to the displayable information of the 2 nd group, and so on.
Step 23, obtaining a correction coefficient of the displayable information in a second time period according to the first difference; the first difference is a difference between the actual average resource amount and the target average resource amount of the exposable information.
Wherein the second time period is a time period subsequent to the first time period.
In this embodiment of the application, the first difference may be a difference obtained by subtracting an actual average resource amount of the exposable information in a first time period from a target average resource amount.
The target average resource amount is set in a publishing interface when a publisher of the displayable information publishes the displayable information.
For example, the information presentation system may push a presentable information distribution interface to a publisher terminal, where the publisher sets presentable information in the distribution interface (e.g., uploads the presentable information or a storage path of the presentable information, etc.), and directional information of the presentable information, such as a display position of a directional drop, information of a target user of the directional drop (e.g., a region, a gender, an age, and a preference of the target user), and the publisher also sets a type of effective presentation in the distribution interface (e.g., the effective type may be clicked or converted into a designated operation after being clicked), and a target average resource amount. The type of the effective display and the target average resource amount can be set by selecting a pull-down option, and/or the setting can be input through an input box. For example, the publisher may select the type of active presentation in the publication interface via a drop down option (e.g., select to be clicked on) and enter a target average amount of resources via an input box (e.g., 2.5-tuple/single click on). And after the publisher finishes setting and clicks publishing, the publisher terminal sends an order request to the server, and the server acquires the displayable information, the effectively displayed type and the target average resource amount indicated by the order request. In the process of displaying the displayable information, the correction coefficient of the displayable information in the next time period is acquired once in each time period, so that the competitive resources of the displayable information are corrected through different correction coefficients according to the time period as a time unit.
Optionally, the publisher may set a plurality of pieces of displayable information in the publishing interface at one time, that is, one displayable information order may include a plurality of pieces of displayable information.
Wherein, the actual average resource amount and the target average resource amount are the same cost of effective display times. For example, when the actual average resource amount is the cost of a single effective display, the corresponding target average resource amount is also the cost of a single effective display; when the actual average resource amount is the cost of thousands of effective impressions (i.e., actual CPC/actual CPA), the corresponding target average resource amount is also the cost of thousands of effective impressions (denoted as target CPC/target CPA).
And step 24, correcting the original competition resource of the displayable information according to the correction coefficient, and obtaining competition resources of the displayable information for information display opportunities in the second time period.
The original competitive resource is obtained according to the target average resource amount and the expected effective display probability of the information which can be displayed on the information display position corresponding to the information display opportunity.
In this embodiment, the original competitive resource may be obtained by the server in a manner of calculating a competitive resource of the exposable information versus the information exhibition opportunity in the related art, for example, the original competitive resource may be an eCPM of the exposable information versus the information exhibition opportunity.
Optionally, the original competitive resource may also be a competitive resource obtained by improving a calculation method of the related art on the basis of a method of calculating a competitive resource of the presentable information versus information presentation opportunity in the related art, for example, the server may improve a calculation formula of the eCPM (for example, a dynamically updated adjustment coefficient is set for a predicted click probability and/or a predicted conversion probability in the formula), and calculate the eCPM by using the improved formula.
Through the scheme shown in the embodiment of the application, the server can respectively perform competitive resource control on each piece of displayable information in the system. Taking the above scheme applied to the system shown in fig. 1 as an example, please refer to fig. 3, which shows a schematic diagram of a display flow of displayable information according to an embodiment of the present application. As shown in fig. 3, the publishing and displaying process of a piece of displayable information is as follows:
1) the information publisher terminal 120 publishes the exposable information to the information publisher platform 160a in the server 160.
2) The information publisher platform 160a obtains the exposable information published by the information publisher terminal 120 and the target average resource amount of the exposable information.
3) The push control platform 160d in the server pushes the displayable information to the information display device 140 where the information display position corresponding to the information display opportunity is located for display according to the competitive resource of the displayable information to the information display opportunity.
4) Presentation data management platform 160b in the server stores and maintains presentation data for presentable information.
5) At the end of the first time period, the display data management platform 160b sends the display data of the displayable information in the first time period to the competitive resource control platform 160c in the server.
6) The competitive resource control platform 160c calculates a correction factor of the exposable information according to the display data of the exposable information in the first time period.
7) And the competitive resource control platform 160c corrects the original competitive resource of the information display opportunity of the displayable data pair according to the correction coefficient in the second time period.
8) The push control platform 160d executes the same push as in step 3) according to the modified contention resource.
To sum up, in the scheme shown in the embodiment of the present application, in the process of controlling the displayable information to be displayed based on the opcm charging mode, the competitive resource of the displayable information in the next time period is modified according to the difference between the actual average resource amount of the displayable information in the previous time period and the target average resource amount set by the publisher, so that the error between the cost actually paid for effective display in the opcm charging mode and the target average resource amount is reduced, and the accuracy of adjusting the competitive resource of each displayable information in the opcm charging mode is improved by setting a modification coefficient for each displayable information.
In the scheme shown in fig. 2, when the correction coefficient of the displayable information in the next time period is obtained, the correction coefficient in the next time period may be comprehensively calculated according to the error of the average resource amount of the displayable information, the trend of the error in the historical time period, and the variation trend of the error in the future time period.
Fig. 4 is a flowchart illustrating a contention resource control method for information presentation according to an example embodiment. The contention based resource control method for information presentation may be implemented by the server 160 in the information presentation system shown in fig. 1. As shown in fig. 4, the contention resource control method for information presentation may include the following steps:
step 401, display data of the displayable information in a first time period is obtained.
Step 402, obtaining an actual average resource amount of the displayable information in the first time period according to the display data of the displayable information in the first time period.
The implementation process of step 401 to step 402 may refer to the description of step 21 in the embodiment shown in fig. 2, and is not described herein again.
And step 403, acquiring first tendency data and second tendency data according to the first difference.
The first trend data is used for indicating the error trend of the actual average resource amount in the first time period, and the second trend data is used for indicating the error variation trend of the actual average resource amount after the first time period.
In the embodiment of the present application, the PID control system may be referred to for the modification of the competitive resource, and the first difference may correspond to an error ratio unit (i.e., P term) in the PID system; the first trend data may correspond to an error integration unit (i.e., the I term) in the PID system; the second trend data may correspond to an error differential unit (i.e., D term) in a PID system.
For example, for exposable information with click as the optimization goal, the calculation formula of the error proportion unit error may be as follows:
error is the target CPC-actual CPC;
for exposable information converted into an optimization goal, the calculation formula of the error proportion unit error can be as follows:
error is the target CPA-actual CPA.
Optionally, the obtaining the first tendency data and the second tendency data according to the first difference includes the following two steps:
s403a, obtaining the first trend data according to the first difference and the effective number of times of displaying the displayable information in the first time period.
In this embodiment, the server may obtain the first tendency data (i.e., an error integration unit) according to a first difference value and a derivative integration result of the first difference value according to the effective number of times of presentation of the presentable information in the first time period.
In a possible implementation manner, the error integration unit may be a sum of the first difference and a derivative integration result of the number of valid impressions in the first time period to the first difference, and the calculation formula may be as follows:
Figure BDA0001960471450000151
wherein, in the above formula
Figure BDA0001960471450000152
For the error integration unit, t is the effective display times of the displayable information in the first time period, and Δ t is the time length of the first time period.
S403b, obtaining the second trend data according to the first difference and the second difference; the second difference is a difference between an actual average resource amount of the exposable information in a third time period and the target average resource amount, and the third time period is a time period before the first time period.
In the embodiment of the present application, the server may calculate and obtain the second tendency data (i.e., the error differentiation unit) according to an error proportion unit (i.e., a first difference) of the exposable information in the first time period and an error proportion unit (i.e., a second difference) of the exposable information in a time period before the first time period.
In one possible implementation, the error differentiation unit may be a difference between the first difference and the second difference divided by a duration of the first time period, and the calculation formula may be as follows:
d(error)/d(t)＝(errort-errort-1)/Δt；
wherein d (error)/d (t) is the error differentiation unit mentioned abovetIs the first difference, errort-1Is the second difference.
Step 404, obtaining the correction factor according to the first difference, the first trend data and the second trend data.
Optionally, when obtaining the correction coefficient according to the first difference, the first tendency data, and the second tendency data, the server may obtain a correction value of an average resource amount of the exposable information in the second time period according to the first difference, the first tendency data, and the second tendency data; and obtaining the correction coefficient according to the correction value and the target average resource amount.
When the correction value of the average resource amount of the exposable information in the second time period is obtained according to the first difference value, the first tendency data and the second tendency data, the server may perform weighted summation on the first difference value, the first tendency data and the second tendency data according to respective corresponding weights of the first difference value, the first tendency data and the second tendency data to obtain the correction value.
The weights corresponding to the first difference, the first tendency data and the second tendency data may be weights preset by a developer according to actual experimental results. The formula of the correction value may be as follows:
Figure BDA0001960471450000161
in the above formula, kpIs the weight of the P term (i.e. the first difference value), kiIs the weight of the I term (i.e., the first trend data), kdThe weight of the D term (i.e., the second tendency data) is set, and the output (output) is a correction value, i.e., the correction value is the sum of the first difference value, the first tendency data, and the second tendency data multiplied by the respective weights.
Optionally, when the correction coefficient is obtained according to the correction value and the target average resource amount, the server may sum the target average resource amount and the correction value to obtain a sum result; and acquiring the ratio of the summation result to the target average resource amount as the correction coefficient.
For example, for exposable information with click as an optimization target, the calculation formula of the correction coefficient rate is as follows:
rate ═ target CPC + ontput)/target CPC;
for the exposable information converted into the optimization goal, the calculation formula of the correction coefficient rate is as follows:
rate (target CPA + ontput)/target CPA.
Step 405, when receiving the information display request sent by the terminal corresponding to the information display opportunity in the second time period, obtaining the original contention resource.
In this embodiment of the application, when the information display platform is operated in the information display device, the information display device may pull the displayable information to the server, and simultaneously send information corresponding to the information display opportunity in the information display platform, such as a display position, a type of the information display opportunity (which may be a type of an information display bit corresponding to the information display opportunity), display time, user preference corresponding to the information display opportunity, and the like, to the server, and according to the information, the server calculates an original competitive resource of the displayable information in combination with an estimated probability and a target average resource amount of the displayable information. For example, the server may calculate the original competitive resource of the exposable information, such as eCPM, according to the estimated click probability and/or the estimated conversion probability of the information, and by combining the estimated probability and the target average resource amount of the exposable information.
Step 406, obtaining a product of the original contention resource and the correction factor as a contention resource of the information presentation opportunity for the presentable information in the second time period.
In this embodiment of the application, after obtaining the original competitive resource and the correction coefficient of the exposable information, the server may multiply the original competitive resource and the correction coefficient of the exposable information, and obtain the competitive resource of the exposable information after correcting the information exhibition opportunity.
Step 407, when the competitive resource of the information display opportunity in the second time period of the displayable information is the highest resource of the competitive resources of each displayable information to the information display opportunity, pushing the displayable information to the information display position corresponding to the information display opportunity for display.
To sum up, in the scheme shown in the embodiment of the present application, in the process of controlling the displayable information to be displayed based on the opcm charging mode, the competitive resource of the displayable information in the next time period is modified according to the difference between the actual average resource amount of the displayable information in the previous time period and the target average resource amount set by the publisher, so that the error between the cost actually paid for effective display in the opcm charging mode and the target average resource amount is reduced, and the accuracy of adjusting the competitive resource of each displayable information in the opcm charging mode is improved by setting a modification coefficient for each displayable information, so as to improve the accuracy of information pushing.
In combination with the scheme shown in fig. 4, taking the information display system as an example of an advertisement display system, the system architecture of the advertisement display system mainly includes three parts:
1) the real-time query module of the advertisement putting order library is used for obtaining a current advertisement putting order, determining the bid type of the advertisement (namely the type of the effective display), obtaining a target set value (namely the target average resource amount), and reading the advertisement putting order library in minute level by the module because an advertisement putting client can modify the target value at any time in the putting process to obtain the target set value of the order/advertisement level.
2) The module can adopt a Spark Streaming resident task to inquire an advertisement delivery billing base in real time, count the current cost by order/advertisement, inquire click data and conversion data falling into a log in real time, and calculate to obtain the current CPC/CPA.
3) And the PID price adjustment control coefficient calculation module obtains three PID terms by calculating the difference value of the target CPC/CPA, calculates an output value according to three preset weights, and obtains an output coefficient according to the target value and the output value, wherein the coefficient range is a floating point number larger than 0.0. Less than 1 indicates negative regulation and greater than 1 indicates positive regulation.
The advertisement delivery order library real-time query module may correspond to the information publisher platform 160a in the system shown in fig. 1, and the advertisement delivery CPC/CPA real-time tracking module may correspond to the display data management platform 160b in the system shown in fig. 1; the PID pricing control coefficient calculation module may correspond to the competitive resource control platform 160c in the system of fig. 1 described above.
FIG. 5 is an architecture diagram illustrating an advertisement presentation system that regulates real-time feedback pricing by PID control oCPM according to an exemplary embodiment. As shown in fig. 5, the real-time query module of the advertisement delivery order library queries the target setting value of each advertisement order; an advertisement bid billing base and a real-time click conversion database in the real-time query module of the advertisement delivery order base output bid billing data and effective display times of each advertisement order; the PID price adjustment control coefficient calculation module calculates an error proportion unit (error), calculates P, I, D terms (namely the error proportion unit, the error integral unit and the error differential unit) according to the calculated error proportion unit, and outputs a correction coefficient for each order, so that the correction coefficient corrects competitive resources when competing advertisement display opportunities.
The scheme can be applied to an oCPM charging mode, when the advertisement bidding needs to be estimated according to the click rate and the conversion rate, and under the condition that the estimation has deviation (such as too few advertisement order training samples, cold start of advertisement order putting and the like), the problem that the bidding error is too large easily caused by advertisement charging is solved based on PID feedback regulation. In addition, under the scene of depreciating and offering the benefits of advertisement delivery, the target correction value can be tracked in real time through PID to fulfill the dynamic requirements.
According to the scheme, the advertisement orders are used as the granularity, the individual PID controller is set for each order, the advertisement delivery charging base is read in real time, the cost of the order granularity is obtained, meanwhile, click and conversion data of the order granularity are read in real time, and the current CPC/CPA is calculated. And calculating errors, error integration and error differentiation according to the target set value, and calculating a bid correction coefficient according to the three error values. Compared with the traditional PID control taking time as a unit, the oCPM feedback price adjusting system adopts feedback regulation and control taking display as a unit, has higher convergence speed, and increases error accumulation truncation when the accumulated error is calculated, thereby ensuring that the accumulated error is only related to the previous period of time.
Through the scheme of the application, in the experiment of selecting two groups of advertisement orders to be converted into the target, compared with the scheme of directly bidding by calculating the eCPM in the related art, the obtained actual CPA is averagely higher than about 30% of the target CPA, and after the PID control-based price adjustment algorithm is used, the actual CPA can be controlled within plus or minus 10% of the target CPA. Please refer to fig. 6, which illustrates a schematic diagram of an optimization target convergence according to an embodiment of the present application. As shown in fig. 6, two advertisement orders to be converted into target advertisement orders have relatively large fluctuation of the real-time CPA at the initial stage of PID controlled pricing, and the actual CPA gradually becomes stable with the lapse of time and the increase of exposure, and can reach or approach the target CPA at the end of the day of delivery.
Fig. 7 is a block diagram illustrating a contention based resource control apparatus for information presentation according to an exemplary embodiment. The contention resource control device shown by the information may be implemented as part or all of the server 160 in the system shown in fig. 1 in a hardware or software and hardware manner, so as to execute all or part of the steps in the method provided by the embodiment shown in fig. 2 or fig. 4. The contention resource control device for information presentation may include:
a data reading module 701, configured to read, from a database, display data of displayable information in a first time period, where the display data indicates contention resources when the displayable information is successfully displayed each time and effective display times of the displayable information;
an actual resource amount obtaining module 702, configured to obtain an actual average resource amount of the displayable information in a first time period according to the display data; the actual average resource amount indicates the ratio of the sum of competitive resources when the displayable information is successfully displayed each time to the effective display times of the displayable information;
a correction coefficient obtaining module 703, configured to obtain, according to the first difference, a correction coefficient of the displayable information in the second time period; the first difference value is the difference between the actual average resource amount and the target average resource amount of the exposable information; the second time period is a later time period than the first time period;
a contention resource modification module 704, configured to modify the original contention resource of the displayable information according to the modification coefficient, to obtain contention resources of the information display opportunity of the displayable information in the second time period; the original competition resource is obtained according to the target average resource amount and the expected effective display probability of the information which can be displayed on the information display position corresponding to the information display opportunity.
Optionally, the correction coefficient obtaining module 703 includes:
the tendency data acquisition unit is used for acquiring first tendency data and second tendency data according to the first difference; the first tendency data is used for indicating the error trend of the actual average resource amount in the first time period, and the second tendency data is used for indicating the error change trend of the actual average resource amount after the first time period;
a coefficient obtaining unit, configured to obtain the correction coefficient according to the first difference, the first tendency data, and the second tendency data.
Optionally, the trend data obtaining unit is specifically configured to obtain the first trend data according to the first difference and the number of effective presentations of the presentable information in the first time period; acquiring the second tendency data according to the first difference and the second difference; the second difference is the difference between the actual average resource amount of the exposable information in a third time period and the target average resource amount, and the third time period is a time period before the first time period.
Optionally, the coefficient obtaining unit is specifically configured to obtain a correction value of an average resource amount of the demonstrable information in the second time period according to the first difference, the first trend data, and the second trend data; and acquiring the correction coefficient according to the correction value and the target average resource amount.
Optionally, the coefficient obtaining unit is specifically configured to, when obtaining a correction value of an average resource amount of the exposable information in the second time period according to the first difference, the first tendency data, and the second tendency data, perform weighted summation on the first difference, the first tendency data, and the second tendency data according to respective corresponding weights of the first difference, the first tendency data, and the second tendency data, so as to obtain the correction value.
Optionally, the coefficient obtaining unit is specifically configured to sum the target average resource amount and the correction value when obtaining the correction coefficient according to the correction value and the target average resource amount, so as to obtain a sum result; and acquiring the ratio of the summation result to the target average resource amount as the correction coefficient.
Optionally, the contention resource modification module 704 is specifically configured to obtain the original contention resource when receiving an information display request sent by a terminal corresponding to the information display opportunity in the second time period; and obtaining the product of the original competition resources and the correction coefficient as competition resources of the information presentation opportunity of the presentable information in the second time period.
Optionally, the number of effective display times of the displayable information is the number of times of being clicked after the displayable information is displayed.
Optionally, the number of effective display times of the displayable information is the number of times of receiving a specified operation after the displayable information is displayed and clicked;
the specified operation comprises at least one of attention, forwarding, commenting, downloading, registering and ordering.
Fig. 8 is a block diagram illustrating a configuration of a computer device 800 according to an exemplary embodiment of the present application. The computer device 800 includes a Central Processing Unit (CPU)801, a system memory 804 including a Random Access Memory (RAM)802 and a Read Only Memory (ROM)803, and a system bus 805 connecting the system memory 804 and the central processing unit 801. The computer device 800 also includes a basic input/output system (I/O system) 806, which facilitates transfer of information between various components within the computer, and a mass storage device 807 for storing an operating system 813, application programs 814, and other program modules 815.
The basic input/output system 806 includes a display 808 for displaying information and an input device 809 such as a mouse, keyboard, etc. for user input of information. Wherein the display 808 and the input device 809 are connected to the central processing unit 801 through an input output controller 810 connected to the system bus 805. The basic input/output system 806 may also include an input/output controller 810 for receiving and processing input from a number of other devices, such as a keyboard, mouse, or electronic stylus. Similarly, input-output controller 810 also provides output to a display screen, a printer, or other type of output device.
The mass storage device 807 is connected to the central processing unit 801 through a mass storage controller (not shown) connected to the system bus 805. The mass storage device 807 and its associated computer-readable media provide non-volatile storage for the computer device 800. That is, the mass storage device 807 may include a computer-readable medium (not shown) such as a hard disk or CD-ROM drive.
Without loss of generality, the computer-readable media may comprise computer storage media and communication media. Computer storage media includes volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data. Computer storage media includes RAM, ROM, EPROM, EEPROM, flash memory or other solid state memory technology, CD-ROM, DVD, or other optical storage, magnetic cassettes, magnetic tape, magnetic disk storage or other magnetic storage devices. Of course, those skilled in the art will appreciate that the computer storage media is not limited to the foregoing. The system memory 804 and mass storage 807 described above may be collectively referred to as memory.
The computer device 800 may be connected to the internet or other network devices through a network interface unit 811 coupled to the system bus 805.
The memory further includes one or more programs, the one or more programs are stored in the memory, and the central processing unit 801 executes the one or more programs to implement all or part of the steps of the method shown in any one of fig. 3 or fig. 5.
In an exemplary embodiment, a non-transitory computer-readable storage medium including instructions, such as a memory including computer programs (instructions), which are executable by a processor of a computer device to perform a contention resource control method of information presentation performed by a server among methods shown in various embodiments of the present application, is also provided. For example, the non-transitory computer readable storage medium may be a ROM, a Random Access Memory (RAM), a CD-ROM, a magnetic tape, a floppy disk, an optical data storage device, and the like.
Other embodiments of the present application 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 application and including such departures from the present disclosure as come within known or customary practice within the art to which the invention pertains. It is intended that the specification and examples be considered as exemplary only, with a true scope and spirit of the application being indicated by the following claims.
It will be understood that the present application is not limited to the precise arrangements described above and shown in the drawings and that various modifications and changes may be made without departing from the scope thereof. The scope of the application is limited only by the appended claims.

Claims (15)

1. A contention resource control method for information presentation, the method being performed by a server, the method comprising:
reading display data of displayable information in a first time period from a database, wherein the display data indicate competition resources of the displayable information every time the displayable information is successfully displayed and effective display times of the displayable information;
acquiring the actual average resource quantity of the displayable information in the first time period according to the display data; the actual average resource amount indicates the ratio of the sum of competitive resources when the displayable information is successfully displayed each time to the effective display times of the displayable information;
obtaining a correction coefficient of the displayable information in a second time period according to the first difference; the first difference value is the difference between the actual average resource amount and the target average resource amount of the exposable information; the second time period is a later time period than the first time period;
correcting the original competition resources of the information capable of being displayed according to the correction coefficient to obtain competition resources of the information capable of being displayed for information display opportunities in the second time period; the original competition resource is obtained according to the target average resource amount and the expected effective display probability of the information which can be displayed on the information display position corresponding to the information display opportunity.
2. The method according to claim 1, wherein the obtaining the correction factor of the exposable information in the second time period according to the first difference comprises:
acquiring first tendency data and second tendency data according to the first difference; the first tendency data is used for indicating the error trend of the actual average resource amount in the first time period, and the second tendency data is used for indicating the error change trend of the actual average resource amount after the first time period;
and acquiring the correction coefficient according to the first difference, the first tendency data and the second tendency data.
3. The method of claim 2, wherein obtaining first trend data and second trend data based on the first difference comprises:
obtaining the first tendency data according to the first difference and the effective display times of the displayable information in the first time period;
acquiring the second tendency data according to the first difference and the second difference; the second difference is the difference between the actual average resource amount of the exposable information in a third time period and the target average resource amount, and the third time period is a time period before the first time period.
4. The method of claim 2, wherein said deriving the correction factor from the first difference, the first trend data, and the second trend data comprises:
acquiring a correction value of the average resource amount of the exposable information in the second time period according to the first difference value, the first tendency data and the second tendency data;
and acquiring the correction coefficient according to the correction value and the target average resource amount.
5. The method according to claim 4, wherein the obtaining a correction value of the average resource amount of the exposable information in the second time period according to the first difference, the first trend data and the second trend data comprises:
and according to the respective corresponding weights of the first difference, the first tendency data and the second tendency data, carrying out weighted summation on the first difference, the first tendency data and the second tendency data to obtain the correction value.
6. The method according to claim 4, wherein the obtaining the correction factor according to the correction value and the target average resource amount comprises:
summing the target average resource amount and the correction value to obtain a summation result;
and acquiring the ratio of the summation result to the target average resource amount as the correction coefficient.
7. The method according to any one of claims 1 to 6, wherein the modifying the original competition resource of the exposable information according to the modification coefficient to obtain the competition resource of the exposable information for the information exhibition opportunity in the second time period comprises:
when receiving an information display request sent by a terminal corresponding to the information display opportunity in the second time period, acquiring the original competition resource;
and obtaining the product of the original competition resources and the correction coefficient as competition resources of the information presentation opportunity of the presentable information in the second time period.
8. An apparatus for controlling contention based resource for information presentation, the apparatus being used in a server, the apparatus comprising:
the data reading module is used for reading display data of the displayable information in a first time period from a database, wherein the display data indicate competition resources of the displayable information when the displayable information is successfully displayed each time and effective display times of the displayable information;
the actual resource quantity obtaining module is used for obtaining the actual average resource quantity of the displayable information in the first time period according to the display data; the actual average resource amount indicates the ratio of the sum of competitive resources when the displayable information is successfully displayed each time to the effective display times of the displayable information;
the correction coefficient acquisition module is used for acquiring the correction coefficient of the displayable information in a second time period according to the first difference value; the first difference value is the difference between the actual average resource amount and the target average resource amount of the exposable information; the second time period is a later time period than the first time period;
the competition resource correcting module is used for correcting the original competition resources of the information capable of being displayed according to the correction coefficient to obtain competition resources of information display opportunities of the information capable of being displayed in the second time period; the original competition resource is obtained according to the target average resource amount and the expected effective display probability of the information which can be displayed on the information display position corresponding to the information display opportunity.
9. The apparatus of claim 8, wherein the correction coefficient obtaining module comprises:
the tendency data acquisition unit is used for acquiring first tendency data and second tendency data according to the first difference; the first tendency data is used for indicating the error trend of the actual average resource amount in the first time period, and the second tendency data is used for indicating the error change trend of the actual average resource amount after the first time period;
a coefficient obtaining unit, configured to obtain the correction coefficient according to the first difference, the first tendency data, and the second tendency data.
10. The apparatus of claim 9,
the trend data acquiring unit is specifically configured to acquire the first trend data according to the first difference and the effective display times of the displayable information in the first time period; acquiring the second tendency data according to the first difference and the second difference; the second difference is the difference between the actual average resource amount of the exposable information in a third time period and the target average resource amount, and the third time period is a time period before the first time period.
11. The apparatus of claim 9,
the coefficient obtaining unit is specifically configured to obtain a correction value of an average resource amount of the demonstrable information in the second time period according to the first difference, the first tendency data, and the second tendency data; and acquiring the correction coefficient according to the correction value and the target average resource amount.
12. The apparatus of claim 11,
the coefficient obtaining unit is specifically configured to, when obtaining a correction value of an average resource amount of the exposable information in the second time period according to the first difference, the first tendency data, and the second tendency data, perform weighted summation on the first difference, the first tendency data, and the second tendency data according to respective corresponding weights of the first difference, the first tendency data, and the second tendency data, and obtain the correction value.
13. The method of claim 11,
the coefficient obtaining unit is specifically configured to sum the target average resource amount and the correction value to obtain a sum result when obtaining the correction coefficient according to the correction value and the target average resource amount; and acquiring the ratio of the summation result to the target average resource amount as the correction coefficient.
14. A computer device comprising a processor and a memory, the memory having stored therein at least one instruction, at least one program, a set of codes, or a set of instructions, the at least one instruction, the at least one program, the set of codes, or the set of instructions being loaded and executed by the processor to implement the method of contention resource control for presentation of information according to any one of claims 1 to 7.
15. A computer-readable storage medium, wherein at least one instruction, at least one program, a set of codes, or a set of instructions is stored in the storage medium, and the at least one instruction, the at least one program, the set of codes, or the set of instructions is loaded and executed by a processor to implement the contention resource control method for information presentation according to any one of claims 1 to 7.
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