CN111489182B

CN111489182B - Method and device for controlling competing resources of information presentation, computer equipment and storage medium

Info

Publication number: CN111489182B
Application number: CN201910081359.9A
Authority: CN
Inventors: 郭永辉; 陈戈; 黄东波; 姜磊
Original assignee: Tencent Technology Shenzhen Co Ltd
Current assignee: Tencent Technology Shenzhen Co Ltd
Priority date: 2019-01-28
Filing date: 2019-01-28
Publication date: 2023-06-23
Anticipated expiration: 2039-01-28
Also published as: CN111489182A

Abstract

The application relates to a method, a device, computer equipment and a storage medium for controlling competing resources of information presentation. 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 value; the first difference is a difference between the actual average resource amount and the target average resource amount; correcting the original competitive resource of the displayable information according to the correction coefficient; according to the method, the competition resources of the information can be corrected in the next time period by displaying the difference between the actual average resource quantity of the information in the previous time period and the target average resource quantity set by the publisher, so that the error between the cost actually and effectively displayed and the target average resource quantity in the oCPM charging mode is reduced, and the accuracy of adjusting the competition resources of the information can be improved in the oCPM charging mode by respectively setting a correction coefficient for each information.

Description

Method and device for controlling competing resources of information presentation, computer equipment and storage medium

Technical Field

The present disclosure relates to the field of internet applications, and in particular, to a method and apparatus for controlling competing resources in information presentation, a computer device, and a storage medium.

Background

Optimizing thousand show costs (Optimized Cost Per Mille, oCPM) is a new advertising billing model. In this mode, the advertiser can set the target cost for each click/conversion when the advertiser puts the advertisement on the advertisement platform, and the advertisement platform still charges according to the advertisement showing times.

In the oCPM charging mode, for each showing opportunity, the advertisement platform calculates and obtains the expected click/conversion probability of the advertisement after the advertisement is shown by the showing opportunity, calculates and obtains the effective showing cost (effective cost per mille, ePCM) every thousand times according to the expected click/conversion probability and the target cost, takes the ePCM obtained by calculation as the bid of the advertisement on the showing opportunity, and pushes the advertisement with the highest bid to the showing opportunity for showing.

The accuracy of the predicted click/conversion probability is generally not high enough due to the problems of small sample number, etc., so that the accuracy of bidding control of the advertisement in the oCPM charging mode by the advertisement platform is low. In the related art, in order to improve accuracy of bidding control, an advertisement platform may perform machine learning training on a history of successful bidding of presentation opportunities by using each advertisement to obtain constraint parameters of predicted click probability and predicted conversion probability, and adjust bidding of the advertisement on the presentation opportunities by using the constraint parameters.

In the related technical scheme, the constraint parameter is a parameter shared by all advertisements in the advertisement platform, and is not guaranteed to be applicable to each advertisement, so that the adjustment effect of the scheme on advertisement bidding is poor.

Disclosure of Invention

The embodiment of the application provides a method, a device, a computer device and a storage medium for controlling competitive resources for information presentation, which can improve the accuracy of competitive resource control in an oCPM charging mode, and further improve the accuracy of information pushing, and the technical scheme is as follows:

in one aspect, there is provided a method for controlling competing resources for information presentation, the method being performed by a server, the method comprising:

reading display data of the displayable information within a first time period from a database, wherein the display data indicates competing resources of each time of successful display of the displayable information 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 between the sum of competing resources of the displayable information when successfully displayed each time and the effective display times of the displayable information;

Acquiring a correction coefficient of the displayable information in a second time period according to the first difference value; the first difference is a difference between the actual average resource amount and a target average resource amount of the presentable information; the second period of time is a period of time subsequent to the first period of time;

correcting the original competitive resource of the displayable information according to the correction coefficient to obtain the competitive resource of the information display opportunity of the displayable information in the second time period; the original competitive resource is obtained according to the target average resource quantity and the expected effective display probability of the displayable information displayed on the information display bit corresponding to the information display opportunity.

In another aspect, there is provided a contention resource control apparatus for information presentation, the apparatus being used in a server, the apparatus comprising:

the data reading module is used for reading the display data of the displayable information in the first time period from the database, wherein the display data indicates the competition resource of the displayable information when the displayable information is successfully displayed each time and the effective display times of the displayable information;

the actual resource amount acquisition module is used for acquiring the actual average resource amount of the displayable information in the first time period according to the display data; the actual average resource amount indicates the ratio between the sum of competing resources of the displayable information when successfully displayed each time and 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 the second time period according to the first difference value; the first difference is a difference between the actual average resource amount and a target average resource amount of the presentable information; the second period of time is a period of time subsequent to the first period of time;

the competition resource correction module is used for correcting the original competition resource of the displayable information according to the correction coefficient to obtain the competition resource of the information display opportunity of the displayable information in the second time period; the original competitive resource is obtained according to the target average resource quantity and the expected effective display probability of the displayable information displayed on the information display bit corresponding to the information display opportunity.

Optionally, the contention resource correcting module is specifically configured to obtain the original contention resource when the second period of time receives an information display request sent by a terminal corresponding to the information display opportunity; and obtaining the product of the original competition resource and the correction coefficient as the competition resource of the information showing opportunity of the presentable information in the second time period.

Optionally, the effective number of times of displaying the displayable information is the number of times of clicking after the displayable information is displayed.

Optionally, the effective number of times of displaying the displayable information is the number of times of receiving the designated operation after the displayable information is displayed and clicked;

the specified operations include at least one of attention, forwarding, commenting, downloading, registering, and ordering.

In another aspect, a computer device is provided, where the computer device 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, where the at least one instruction, the at least one program, the set of codes, or the set of instructions are loaded and executed by the processor to implement the contention resource control method for information presentation described above.

In yet another aspect, a computer readable storage medium having stored therein at least one instruction, at least one program, a set of codes, or a set of instructions loaded and executed by a processor to implement the competing resource control method of information presentation described above is provided.

The technical scheme provided by the application at least comprises the following beneficial effects:

according to the scheme, the competition resources capable of displaying the information in the next time period are corrected by the difference between the actual average resource quantity capable of displaying the information in the previous time period and the target average resource quantity set by the publisher, so that the error between the cost actually used for effectively displaying and paid in the oCPM charging mode and the target average resource quantity is reduced, the accuracy of competition resource control in the oCPM charging mode is improved, and the accuracy of information pushing is further 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 application and together with the description, serve to explain the principles of the application.

FIG. 1 is a schematic diagram of an information presentation system according to an exemplary embodiment;

fig. 2 is a flow chart illustrating a method of contention resource control for information presentation according to an exemplary embodiment;

FIG. 3 is a schematic diagram of a flow chart for displaying information according to the embodiment shown in FIG. 2;

Fig. 4 is a flow chart illustrating a method of contention resource control for information presentation according to an exemplary embodiment;

FIG. 5 is an architecture diagram of an advertisement presentation system shown in accordance with an exemplary embodiment;

FIG. 6 is a schematic view of convergence of an optimization objective in accordance with the embodiment of FIG. 5;

fig. 7 is a block diagram showing a structure of a contention resource control apparatus for information presentation according to an exemplary embodiment;

fig. 8 is a block diagram illustrating a computer device according to an exemplary embodiment.

Detailed Description

Reference will now be made in detail to exemplary embodiments, examples of which are illustrated in the accompanying drawings. When the following description refers to the accompanying drawings, the same numbers in different drawings refer to the same or similar elements, unless otherwise indicated. The implementations described in the following exemplary examples are not representative of all implementations consistent with the present application. Rather, they are merely examples of apparatus and methods consistent with some aspects of the present application as detailed in the accompanying claims.

The technical scheme provided by the application can be used for reducing the gap between the actual cost and the target cost in the information display system based on the oCPM charging mode so as to improve the accuracy of charging for displaying the displayable information. 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 the information publisher publishes the displayable information in the information display system, an optimization target is required to be set for the information which can be published by the information publisher, the target average resource amount paid for the optimization target is set, and 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 opportunity corresponding to the information display opportunity which can be successfully contended and can be published by the information publisher. Before describing the embodiments shown in the present application, firstly, taking an advertisement display system as an example, some concepts related to the links of publishing and displaying opportunity competition and displaying can be presented:

1) Information can be displayed

In the embodiment of the application, the information which can be displayed is information which is released by an information publisher in the information display system and is pushed to an information display position corresponding to the information display opportunity by the information display system to be displayed. 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 that the advertiser publishes in the advertisement presentation system.

2) Information display platform

In various embodiments of the present application, the information display platform mainly refers to a medium that can carry an information display carrier such as an advertisement. For example, the video advertisement display platform is a medium capable of carrying a video player, including, but not limited to, a personal computer (personal computer, PC) side webpage, a PC side information publisher side, a mobile side application (without distinguishing a mobile phone from a tablet computer, an Android from an IOS system, etc.), a hypertext markup language (Hyper Text Markup Language, HTML) 5 page, a television set top box, a game host (such as Xbox or PS3, etc.), an outdoor advertisement display screen, a vehicle-mounted advertisement display screen, etc.

3) Information display bit and information display opportunity

In this embodiment of the present application, the information display location refers to a location in the information display platform for displaying information that can be displayed, for example, the information display location may be an advertisement location in an application interface displayed by a mobile phone. And the opportunity to present presentable information on the information presentation bit is referred to as an information presentation opportunity. For example, taking the exposable information as an advertisement as an example, an application interface includes 3 advertisement slots, which means that the application interface provides 3 information showing opportunities in a single showing 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, wherein 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 for resources

In the embodiment of the present application, the contention resource refers to a resource for contention information presentation opportunity. For example, the competing resources may be monetary, physical, or other virtual resources (such as virtual monetary and points, etc.). The embodiments of the present application do not limit the expression form of competing resources.

5) Thousands of costs (Cost Per Mille, CPM)

In the embodiment of the application, the CPM charging mode is a presentable information charging mode in which the information presentation system presents and settles according to thousands of times. I.e. the information publisher agrees with the information distribution system to pay according to the number of presentations and the cost of resources per presentation (hereinafter simply referred to as costs).

6) Thousands of clicks Cost (Cost Per Click, CPC)

The CPC charging mode is an information charging mode according to click settlement, namely, an information publisher and an information release system agree to pay according to the click times and the cost per click.

7) Thousands of conversion costs (Cost Per Action, CPA)

The CPA charging mode is an information charging mode according to conversion settlement, namely, an information publisher and an information release system agree to pay according to the conversion times and the conversion cost each time. The conversion times refer to the times of receiving the appointed operation after the information can be displayed and clicked; wherein the specifiable operations include at least one of attention, forwarding, commenting, downloading, registering, and ordering.

8)oCPM

The oCPM essentially charges according to a CPM charging mode, but adopts a more accurate click rate and/or conversion rate estimation mechanism to display the displayable information to the user which is most easy to generate click/conversion, so that the click/conversion rate is improved and the click/conversion cost is reduced while the flow is acquired.

In the oCPM mode, the information publisher sets a target average resource quantity for the displayable information, namely, the information publisher sets the resource cost which is willing to pay for one-time effective display of the displayable information, and the information display system charges according to each thousand displays when charging, but when pushing the information, the displayable information is pushed to the information display position corresponding to the information display opportunity with higher possibility of effective display, so that the total resource cost actually paid by the information publisher is distributed to each effective display, and is close to the target average resource quantity set by the information publisher.

The effective presentation may be selected and determined according to the requirement of the information publisher, for example, the information publisher may set a specific operation that the effective presentation is clicked or further performed after the clicking. For example, when the effective display is a click, the effective display times of the displayable information can be accumulated once each time a click operation is received when the displayable information is displayed on the information display platform.

The types of the valid presentations may be classified into clicked and received specified operations after clicking (in this embodiment, the received specified operations after clicking may be referred to as conversion), that is, the types of the valid presentations may be classified into clicked and converted.

Accordingly, when the type of effective display of the displayable information is clicked, the number of effective displays of the displayable information may be the number of times the displayable information is clicked after being displayed.

Alternatively, when the type of effective display of the displayable information is conversion, the number of effective displays of the displayable information may be the number of times a specified operation is received after the displayable information is displayed and clicked.

9) Proportional, integral, derivative (Proportio, integral, differential coefficient, PID) control system

The PID system is a control system for calculating an error proportion unit, an error integration unit and an error differentiation unit through real-time feedback, and setting the three weight coefficients to perform feedback adjustment.

Fig. 1 is a schematic diagram showing a structure of an information presentation system according to an exemplary embodiment. The system comprises: information publisher terminal 120, information presentation device 140, and server 160.

The information publisher terminal 120 may be a terminal device with network access capabilities and user interface display 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 electronic book reader, etc.

The information presentation device 140 may be a computer device that includes or is externally connected to an information presentation platform, for example, the information presentation 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 Layer III, dynamic video expert compression standard audio layer 3), an MP4 (Moving Picture Experts Group Audio Layer IV, dynamic video expert compression standard audio layer 4) player, a laptop portable computer, a desktop computer, a television set-top box, a game console, an outdoor advertisement presentation screen, a car advertisement presentation screen, and the like.

The information publisher terminal 120 and the information presentation apparatus 140 are connected to the server 160 via a communication network, respectively. Optionally, the communication network is a wired network or a wireless network.

Server 160 is a server, or is formed of several servers, or is a virtualization platform, or is a cloud computing service center.

The server 160 may include an information publisher platform 160a, a presentation data management platform 160b, a contention resource control platform 160c, and a push control platform 160d.

Wherein the information publisher platform 160a is configured to interact with the information publisher terminal 120, determine the presentable information according to user operations, and set a target average resource amount for the presentable information.

The display data management platform 160b is configured to store and maintain calendar display data of the presentable information, where the display data may include competing resources for successful display of the presentable information calendar, time information for effective display of the presentable information calendar, and so on.

The contention resource control platform 160c is configured to, for each information presentation opportunity, obtain a contention resource of each presentable information for the information presentation opportunity, and determine presentable information with a highest contention resource.

The pushing control platform 160d is configured to push the displayable information with the highest competing resource to the information display position corresponding to the information display opportunity for display.

Optionally, the system may further include a management device (not shown in fig. 1) connected to the server 160 through a communication network. Optionally, the communication network is a wired network or a wireless network.

Alternatively, the wireless network or wired network described above uses standard communication techniques and/or protocols. The network is typically the Internet, but may be any network including, but not limited to, a local area network (Local Area Network, LAN), metropolitan area network (Metropolitan Area Network, MAN), wide area network (Wide Area Network, WAN), mobile, wired or wireless network, private network, or any combination of virtual private networks. In some embodiments, data exchanged over the network is represented using techniques and/or formats including HyperText Mark-up Language (HTML), extensible markup Language (Extensible Markup Language, XML), and the like. All or some of the links may also be encrypted using conventional encryption techniques such as secure socket layer (Secure Socket Layer, SSL), transport layer security (Transport Layer Security, TLS), virtual private network (Virtual Private Network, VPN), internet protocol security (Internet Protocol Security, IPsec), and the like. In other embodiments, custom and/or dedicated data communication techniques may also be used in place of or in addition to the data communication techniques described above.

In the related art, the contention resource control platform 160c is configured to, for each information presentation opportunity, obtain, for each presentable information, a predicted probability of being clicked on an information presentation bit corresponding to the information presentation opportunity when a contention resource of each presentable information for the information presentation opportunity is obtained, and when the valid presentation of the presentable information is that a further executed designated operation is received after being clicked, the contention resource control platform 160c further obtains a predicted conversion probability (i.e., a probability of predicting that a further executed designated operation is received after being clicked) of the presentable information on the information presentation bit corresponding to the information presentation opportunity. The estimated clicked probability and the estimated conversion probability may relate to information such as a type of information that can be displayed, a type of information display opportunity, display time, and user preference corresponding to the information display opportunity. That is, for an information presentation opportunity, the estimated probability of being clicked and/or the estimated probability of being translated may also be different when two different presentable information is presented on the information presentation bit corresponding to the information presentation opportunity; accordingly, the predicted probability of being clicked and/or the predicted probability of being translated may be different for a presentable message when presented on the message presentation bit corresponding to two different message presentation opportunities.

After obtaining the expected probability (optionally including the expected conversion probability) that a presentable message is clicked on the message presenting bit corresponding to the message presenting opportunity, the contention resource control platform 160c may calculate and obtain the eCPM of the presentable message for the message presenting opportunity according to a preset formula.

When the effective display is clicked, the preset formula is as follows:

ecpm=1000×target average resource amount×expected probability of being clicked;

when the valid presentation is that a further executed specified operation is received after being clicked, the preset formula is as follows:

ecpm=1000×target average resource amount×estimated clicked probability×estimated conversion probability.

Since the target average resource amounts corresponding to different presentable information may be different, and the above-mentioned content also refers to that the estimated probability of being clicked and/or the estimated probability of being transformed when two different presentable information are presented on the information presentation positions corresponding to the information presentation opportunities may also be different, each presentable information is also different for the eCPM of the same information presentation opportunity, after the eCPM of each presentable information is obtained for each of the information presentation opportunities, the contention resource control platform 160c determines that the presentable information with the highest eCPM obtains the opportunity for presentation on the information presentation position corresponding to the information presentation opportunity, and notifies the push control platform 160d to push the presentable information with the highest eCPM to the information presentation position corresponding to the information presentation opportunity for presentation. Through the scheme, the information display system can reasonably arrange the display opportunities of each information capable of being displayed on the information display platform, and enables the information capable of being displayed to be close to the target average resource amount set by the information publisher after the total cost of charging according to the display times is distributed to the cost of each effective display.

However, the accuracy of the competitive resource capable of displaying 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 information capable of displaying is displayed on the information display bit corresponding to the designated information display opportunity at present cannot accurately estimate the probability of clicking each time or the conversion probability, especially the estimation of the conversion probability is limited by the problems of relatively fewer conversion number samples, insufficient characteristics, conversion data backflow and the like, and the estimated error is larger. For a particular presentable message, the actual bid error caused by the estimated deviation may be unacceptable to the message publisher.

For example, in the oCPM charging mode, the information publisher sets a target average resource amount according to its own budget and an information presentation effect that is desired to be achieved. For example, the budget of the information publisher is 10000 yuan, and the information publisher hopes to obtain 5000 clicks of the self-published displayable information, and in the information display system based on the oCPM charging mode, the information publisher can set the target average resource amount as 2 yuan/single click. The information display system displays the displayable information issued by the information publisher and charges according to the display times, when the total charge amount reaches 10000 yuan, after the displayable information is displayed on the information display position corresponding to the information display opportunity obtained by competition in an ideal state, about 5000 clicks should be obtained, however, due to the problem that the accuracy estimated by the click probability or the conversion probability is insufficient, the accuracy of the system in competitive resource control of the displayable information is lower, so that after the displayable information is displayed on the information display position corresponding to the information display opportunity obtained by competition, the obtained clicked times may be larger than 5000 times, that is, the system does not compete for the displayable information to obtain a proper information display opportunity, and the accuracy of information pushing is lower.

In the scheme provided by the embodiment of the application, in the oCPM charging mode, the information display system can timely track the actual CPC or CPA in the information display process, and acquire the correction coefficient according to the actual CPC or CPA so as to correct the subsequent bid of the information display, thereby reducing the error between the actual cost and the target average resource amount, and improving the accuracy of adjusting the competitive resources of the information display in the oCPM charging mode by respectively setting the correction coefficient for each information display.

Fig. 2 is a flowchart illustrating a method of controlling contention resources for information presentation that may be performed by the server 160 in the information presentation system as shown in fig. 1 according to an exemplary embodiment. As shown in fig. 2, the method for controlling contention resources 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 the competition resource of each time the information is successfully displayed and the effective display times of the information.

In this embodiment of the present application, for each displayable information (such as an advertisement) issued in the information display system, the server of the information display system maintains and updates the display data of the displayable information while pushing the displayable information to the information display bit corresponding to the information display opportunity for display. The display data may be a competitive resource corresponding to each successful display of the displayable information, time information of effective display, and the like. The time information of the effective display may be accurate time, for example, may be a time point of each effective display; alternatively, the time information of the effective presentation may be a fuzzy time of the effective presentation, for example, a time period in which each effective presentation is located, or the number of effective presentations in each time period, etc.

Step 22, obtaining the actual average resource amount of the presentable information in the first time period according to the presentation data.

Wherein the actual average resource amount indicates a ratio between a sum of competing resources of each successful presentation of the presentable information and an effective number of presentations of the presentable information.

In this embodiment of the present application, the server divides the time axis into a plurality of time periods, and the duration of each time period may be the same, for example, the duration of each time period is 1 minute. The server obtains the actual average resource amount of each presentable information in units of time periods.

For example, for a certain presentable information, the server may obtain, at the end of the first time period, an actual average amount of resources of the presentable information during 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 competing resources of the displayable information successfully displayed in each time in the first time period, obtains total cost of the displayable information in the first time period, obtains 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 that the actual average resource amount of the displayable information in the first time period can be obtained.

Wherein the calculated actual average amount of resources is the cost of the displayable information being apportioned to each effective display over the first period of time. In this embodiment of the present application, the server may further convert the cost of the displayable information on each valid display in the first period of time into the actual cost of each thousand valid displays (for example, may be the actual CPC/actual CPA), that is, the server may multiply the cost of the displayable information on each valid display in the first period of time by 1000, to obtain the actual CPC/actual CPA.

Optionally, when the above 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. This partitioning can simplify the complexity of the server to maintain presentation data that can present information.

Or in another possible implementation manner, when the server divides the time axis into a plurality of time periods, different division manners 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 may also be different. For example, the server may set 10 manners of dividing the time period, and divide each presentable information into 10 groups, each group corresponding to one manner of dividing the time period. The division manner can avoid the operation of calculating the correction coefficients of all the displayable information from being too concentrated in time, the calculation process of the correction coefficients is divided relatively uniformly in time domain, for example, the server calculates the correction coefficients corresponding to the respective 1 st group of displayable information in the first 6s within 1 minute, the server calculates the correction coefficients corresponding to the respective 2 nd group of displayable information in the 2 nd 6s within 1 minute, and so on.

Step 23, obtaining a correction coefficient of the displayable information in a second time period according to the first difference value; the first difference is a difference between the actual average resource amount and the target average resource amount of the presentable information.

Wherein the second time period is a time period subsequent to the first time period.

In this embodiment of the present application, the first difference may be a difference obtained by subtracting an actual average resource amount of the presentable information in the first period from a target average resource amount.

The target average resource amount is set in a release interface when a publisher of the presentable information publishes the presentable information.

For example, the information display system may push a presentable information distribution interface to a publisher terminal, where the publisher sets presentable information (such as uploading the presentable information or a storage path of the presentable information, etc.) and targeted information of the presentable information, such as a targeted location of the targeted location, information of a targeted target user (such as a region, a gender, an age, a preference, etc. of the target user), and sets a type of active presentation in the distribution interface (such as an active type may be clicked or converted into a specified operation after being clicked, etc.), and a target average resource amount. The type of the effective presentation and the target average resource amount can be set through a drop-down option selection, and/or the setting can be input through an input box. For example, the publisher may select the type of active presentation (e.g., select clicked) via a drop-down option in the publication interface and enter a target average amount of resources (e.g., 2.5 yuan/single clicked) via an input box. After the publisher completes setting and clicks the publication, the publisher terminal sends an order request to a server, and the server acquires the displayable information indicated by the order request, the type of effective display and the target average resource amount. And in the subsequent process of displaying the displayable information, acquiring a correction coefficient of the displayable information in the next time period once in each time period, so as to correct the competing resource of the displayable information according to the time period serving as a time unit and different correction coefficients.

Alternatively, the publisher may set a plurality of presentable information at a time in the above-mentioned publication interface, that is, one presentable information order may include a plurality of presentable information.

Wherein the actual average resource amount and the target average resource amount are the same cost for the 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 target CPC/target CPA).

And step 24, correcting the original competitive resource of the displayable information according to the correction coefficient to obtain the competitive resource of the displayable information for the information display opportunity in the second time period.

The original competitive resource is obtained according to the target average resource quantity and the estimated effective display probability of the displayable information displayed on the information display bit corresponding to the information display opportunity.

In this embodiment of the present application, the original contention resource may be obtained by the server in a manner of calculating a contention resource for a presentable information to information presentation opportunity in the related art, for example, the original contention resource may be eCPM for the presentable information to the information presentation opportunity.

Alternatively, the original contention resource may be a contention resource obtained by improving the related art computing manner based on the related art computing manner of the contention resource capable of displaying the information versus the information display opportunity, for example, the server may improve the computing formula of the eCPM (for example, set a dynamically updated adjustment coefficient for the estimated clicked probability and/or the estimated conversion probability in the formula), and calculate the eCPM according to the improved formula.

According to the scheme disclosed by the embodiment of the application, the server can respectively control the competitive resource of each 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 flow chart for displaying information according to an embodiment of the present application. As shown in fig. 3, a process for publishing and displaying information is as follows:

1) The information publisher terminal 120 publishes the presentable information to an information publisher platform 160a in the server 160.

2) The information publisher platform 160a obtains the presentable information published by the information publisher terminal 120 and the target average resource amount of the presentable information.

3) The pushing 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 to display the information according to the competing resource of the displayable information to the information display opportunity.

4) The presentation data management platform 160b in the server stores and maintains presentation data that can present information.

5) At the end of the first time period, the presentation data management platform 160b sends presentation data of the presentable information in the first time period to the competing resource control platform 160c in the server.

6) The contention resource control platform 160c calculates a correction coefficient of the presentable information according to the presence data of the presentable information in the first time period.

7) The contention resource control platform 160c corrects the original contention resource of the information presentation opportunity of the presentable data according to the correction coefficient in the second period.

8) The push control platform 160d performs the same push as in step 3) above according to the revised contention resources.

In summary, in the solution shown in the embodiment of the present application, in the process of controlling the information capable of being displayed based on the cpm charging mode, the difference between the actual average resource amount of the information capable of being displayed in the previous period and the target average resource amount set by the publisher is used to correct the competing resource of the information capable of being displayed in the next period, so that the error between the cost actually paid for effective display and the target average resource amount in the cpm charging mode is reduced, and the accuracy of adjusting the competing resource of each information capable of being displayed in the cpm charging mode is improved by setting a correction coefficient for each information capable of being displayed respectively.

In the scheme shown in fig. 2, when the correction coefficient of the presentable 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 presentable information, the trend of the error in the historical time period, and the change trend of the error in the future time period.

Fig. 4 is a flow chart illustrating a method of contention resource control for information presentation according to an exemplary embodiment. The method of controlling competing resources for information presentation may be performed by the server 160 in the information presentation system as shown in fig. 1. As shown in fig. 4, the method for controlling contention resources for information presentation may include the following steps:

in step 401, display data of the displayable information in a first time period is obtained.

Step 402, obtaining the 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 the steps 401 to 402 may refer to the description of step 21 in the embodiment shown in fig. 2, which is not repeated here.

Step 403, acquiring first trend data and second trend data according to the first difference value.

Wherein 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 change trend of the actual average resource amount after the first time period.

In this embodiment of the present application, the correction of the competing resource may refer to a PID control system, and the first difference may correspond to an error proportion unit (i.e., P term) in the PID system; the first trend data may correspond to an error integration unit (i.e., item I) in the PID system; the second trend data may correspond to an error differentiation unit (i.e., item D) in the PID system.

For example, for presentable information with click as an optimization target, the calculation formula of the error ratio unit error may be as follows:

error = target CPC-actual CPC;

for the exposable information converted into the optimization target, the calculation formula of the error ratio unit error can be as follows:

error = target CPA-actual CPA.

Optionally, the method includes the following two steps of:

s403a, obtaining the first trend data according to the first difference value and the effective display times of the displayable information in the first time period.

In this embodiment of the present application, the server may obtain the first trend data (i.e. the error integration unit) according to the first difference value and the derivative integration result of the first difference value according to the number of valid exhibition times of the presentable information in the first time period.

In one possible implementation manner, the error integration unit may be a sum of the first difference value and a derivative integration result of the first difference value by the effective number of times of presentation in the first period, and the calculation formula may be as follows:

wherein in the above formula

Is an errorAnd the difference integration unit, t is the effective display times of the displayable information in the first time period, and delta t is the time length of the first time period. />

S403b, acquiring the second trend data according to the first difference value and the second difference value; the second difference is a difference between an actual average resource amount of the presentable information and the target average resource amount over a third time period, the third time period being a time period prior to the first time period.

In this embodiment of the present application, the server may calculate and obtain the second trend data (i.e. the error differentiation unit) according to the error proportion unit (i.e. the first difference) that can display the information in the first period and the error proportion unit (i.e. the second difference) that can display the information in the previous period of the first period.

In one possible implementation, the error differentiating unit may be a difference between the first difference and the second difference divided by a duration of the first period, and the calculation formula may be as follows:

d(error)/d(t)＝(error _t -error _t-1 )/Δt；

wherein d (error)/d (t) is the error differentiating unit _t Is the first difference, error _t-1 Is the second difference.

Step 404, obtaining the correction coefficient according to the first difference, the first trend data and the second trend data.

Optionally, when the correction coefficient is obtained according to the first difference value, the first trend data and the second trend data, the server may obtain a correction value of the average resource amount of the displayable information in the second time period according to the first difference value, the first trend data and the second trend 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 displayable information in the second time period is obtained according to the first difference value, the first trend data and the second trend data, the server may perform weighted summation on the first difference value, the first trend data and the second trend data according to the weights corresponding to the first difference value, the first trend data and the second trend data, so as to obtain the correction value.

The weights corresponding to the first difference, the first trend data, and the second trend data may be weights preset by a developer according to an actual experiment result. The formula for the correction value can be as follows:

in the above formula, k _p Is the weight of the P term (i.e. the first difference value), k _i Is the weight of item I (i.e. first trend data), k _d For the weight of the D term (i.e., the second trend data), the output (output) is a correction value, i.e., the correction value is the sum of the first difference, the first trend data, and the second trend 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 obtaining the ratio between the summation result and the target average resource amount as the correction coefficient.

For example, for presentable 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 objective, the calculation formula of the correction coefficient rate is as follows:

rate= (target cpa+ontput)/target CPA.

And step 405, when receiving the information display request sent by the terminal corresponding to the information display opportunity in the second time period, acquiring the original contention resource.

In this embodiment, 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 send information corresponding to the information display opportunity in the information display platform to the server, such as a display position, a type of the information display opportunity (may be a type of an information display bit corresponding to the information display opportunity), a display time, a user preference corresponding to the information display opportunity, and the like, where the server calculates an original contention resource of the displayable information according to the information, in combination with the predicted probability and the target average resource amount of the displayable information. For example, the server may calculate an original competing resource, such as eCPM, for the presentable information based on the estimated probability of being clicked and/or the estimated probability of conversion of the information, in combination with the estimated probability and the target average amount of resources for the presentable information.

Step 406, obtaining the product of the original contention resource and the correction coefficient as the contention resource of the information showing opportunity of the presentable information in the second time period.

In the embodiment of the present application, after obtaining the original contention resource and the correction coefficient of the displayable information, the server may multiply the original contention resource and the correction coefficient of the displayable information to obtain the contention resource after the displayable information corrects the information display opportunity.

Step 407, pushing the presentable information to the information presentation bit corresponding to the information presentation opportunity to be presented when the presentable information has the highest resource in the competing resources of each presentable information to the information presentation opportunity in the second time period.

In summary, in the scheme shown in the embodiment of the present application, in the process of controlling the information capable of being displayed based on the cpm charging mode, the difference between the actual average resource amount of the information capable of being displayed in the previous period and the target average resource amount set by the publisher is used to correct the competing resource of the information capable of being displayed in the next period, so that the error between the cost actually paid for effective display and the target average resource amount in the cpm charging mode is reduced, and the accuracy of adjusting the competing resource of each information capable of being displayed in the cpm charging mode is improved by respectively setting a correction coefficient for each information capable of being displayed, thereby improving the accuracy of information pushing.

In connection with the scheme shown in fig. 4, taking an example that the information display system is 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 delivery order library is used for acquiring the current advertisement delivery order, determining the bid type of the advertisement (namely the type effectively displayed), acquiring a target set value (namely the target average resource amount), and reading the advertisement delivery order library at the minute level by the module to obtain the target set value of the order/advertisement level because an advertisement delivery client can modify the target value at any time in the delivery process.

2) The advertisement putting CPC/CPA real-time tracking module can adopt Spark Streaming resident tasks to query advertisement putting charging libraries in real time, count current cost according to orders/advertisements, and simultaneously calculate current CPC/CPA by real-time query of click data and conversion data of logs.

3) And the PID price adjustment control coefficient calculation module is used for obtaining three PID terms by calculating the difference value of the target CPC/CPA, calculating output values according to the preset three weights, and outputting coefficients according to the target value and the output values, wherein the coefficient range is a floating point number larger than 0.0. Less than 1 indicates negative regulation and more than 1 indicates positive regulation.

The advertisement delivery order base 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 presentation data management platform 160b in the system shown in fig. 1; the PID pricing control coefficient calculation module may correspond to the contention resource control platform 160c in the system shown in fig. 1 described above.

Fig. 5 is an architecture diagram of an advertisement presentation system for real-time feedback pricing through PID control cpm according to an exemplary embodiment. As shown in fig. 5, the advertisement delivery order library real-time query module queries target set values of each advertisement order; the advertisement bid charging database and the real-time click conversion database in the advertisement putting order database real-time query module output bid charging data and effective showing times of each advertisement order; the PID price adjustment control coefficient calculation module calculates an error proportion unit (error), calculates P, I, D three items (namely an error proportion unit, an error integration unit and an error differentiation unit) according to the calculated error proportion unit, and outputs a correction coefficient for each order, so that when competing for advertisement presentation opportunities, the correction coefficient corrects competing resources.

The scheme can be applied to an oCPM charging mode, when the click rate and the conversion rate of advertisement bidding are estimated, and under the condition that deviation exists in the estimation (such as too few advertisement order training samples, cold start of advertisement order putting and the like), the problem that bidding errors are too large and are easy to cause in advertisement charging is solved based on PID feedback adjustment. In addition, in the scene of discount and yield of advertisement delivery, the target correction value can be tracked in real time through PID, so that the dynamic demand is completed.

According to the scheme, the advertisement orders can be used as granularity, an independent PID controller is set for each order, the advertisement delivery charging library is read in real time, the cost of the order granularity is obtained, meanwhile, clicking and conversion data of the order granularity are read in real time, and the current CPC/CPA is calculated. Calculating an error according to the target set value, integrating the error, differentiating the error, and calculating a bid correction coefficient according to the three error values. Compared with the traditional PID control with time as a unit, the oCPM feedback price adjustment system adopts feedback control with display as a unit, has faster convergence speed, and increases error accumulation truncation when calculating accumulated errors, thereby ensuring that the accumulated errors are only related to the previous period of time.

According to the scheme, in the experiment of selecting two groups of advertisement orders to be converted into targets, compared with the scheme of directly bidding by calculating eCPM in the related technology, the obtained actual CPA is about 30% higher than the target CPA on average, and after the PID-based control pricing algorithm is used, the actual CPA can be controlled within plus or minus 10% of the target CPA. Referring to fig. 6, a schematic diagram of convergence of an optimization objective according to an embodiment of the present application is shown. As shown in FIG. 6, two advertisement orders to be converted into targets have relatively large fluctuation of the real-time CPA at the initial stage of PID control price adjustment, and the actual CPA gradually becomes stable along with the time and the increase of exposure, and can reach or approach to the target CPA at the end of the day of delivery.

Fig. 7 is a block diagram showing a structure of a contention resource control apparatus for information presentation according to an exemplary embodiment. The contention resource control device of the information presentation may be implemented as part or all of the server 160 in the system shown in fig. 1 by means of hardware or a combination of hardware and software, so as to perform all or part of the steps in the method provided by the embodiment shown in fig. 2 or fig. 4. The contention resource control apparatus for information presentation may include:

a data reading module 701, configured to read, from a database, display data of the displayable information in a first period of time, the display data indicating competing resources of each successful display of the displayable information, and a number of valid displays of the displayable information;

an actual resource amount obtaining module 702, configured to obtain an actual average resource amount of the presentable information in a first time period according to the presentation data; the actual average resource amount indicates the ratio between the sum of competing resources of the displayable information when successfully displayed each time and the effective display times of the displayable information;

a correction coefficient obtaining module 703, configured to obtain a correction coefficient of the displayable information in a second time period according to the first difference value; the first difference is a difference between the actual average resource amount and a target average resource amount of the presentable information; the second period of time is a period of time subsequent to the first period of time;

The competition resource correction module 704 is configured to correct an original competition resource of the displayable information according to the correction coefficient, so as to obtain a competition resource of the information display opportunity of the displayable information in the second time period; the original competitive resource is obtained according to the target average resource quantity and the expected effective display probability of the displayable information displayed on the information display bit corresponding to the information display opportunity.

Optionally, the correction coefficient obtaining module 703 includes:

a trend data acquisition unit configured to acquire first trend data and second trend data according to the first difference value; 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 change trend of the actual average resource amount after the first time period;

and the coefficient acquisition unit is used for acquiring the correction coefficient according to the first difference value, the first trend data and the second trend data.

Optionally, the trend data obtaining unit is specifically configured to obtain the first trend data according to the first difference value and the effective number of times of displaying the displayable information in the first time period; acquiring the second trend data according to the first difference value and the second difference value; the second difference is a difference between an actual average resource amount of the presentable information and the target average resource amount over a third time period, the third time period being a time period prior to the first time period.

Optionally, the coefficient obtaining unit is specifically configured to obtain, according to the first difference value, the first trend data, and the second trend data, a correction value of an average resource amount of the displayable information in the second time period; and acquiring the correction coefficient according to the correction value and the target average resource quantity.

Optionally, the coefficient obtaining unit is specifically configured to, when obtaining a correction value of an average resource amount of the displayable information in the second period according to the first difference value, the first trend data, and the second trend data, weight and sum the first difference value, the first trend data, and the second trend data according to weights corresponding to the first difference value, the first trend data, and the second trend data, to obtain the correction value.

Optionally, the coefficient obtaining unit is specifically configured to, when obtaining the correction coefficient according to the correction value and the target average resource amount, sum the target average resource amount and the correction value to obtain a sum result; and obtaining the ratio between the summation result and the target average resource amount as the correction coefficient.

Optionally, the contention resource correcting module 704 is specifically configured to obtain the original contention resource when the second period of time receives an information display request sent by the terminal corresponding to the information display opportunity; and obtaining the product of the original competition resource and the correction coefficient as the competition resource of the information showing opportunity of the presentable information in the second time period.

Fig. 8 is a block diagram of a computer device 800, as shown in an exemplary embodiment of the present application. The computer apparatus 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 helps to transfer information between various devices 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, or the like, for user input of information. Wherein the display 808 and the input device 809 are connected to the central processing unit 801 via an input output controller 810 connected to the system bus 805. The basic input/output system 806 can 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, the 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.

The computer readable medium may include computer storage media and communication media without loss of generality. 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 recognize that the computer storage medium is not limited to the one described above. The system memory 804 and mass storage device 807 described above may be collectively referred to as memory.

The computer device 800 may be connected to the internet or other network device through a network interface unit 811 connected to the system bus 805.

The memory also includes one or more programs stored in the memory, by which the central processor 801 implements all or part of the steps of any of the methods shown in fig. 3 or 5.

In exemplary embodiments, a non-transitory computer readable storage medium is also provided, such as a memory including a computer program (instructions) executable by a processor of a computer device to perform a method of competing resource control of information presentation performed by a server in the methods shown in the various embodiments of the present application. For example, the non-transitory computer readable storage medium may be ROM, random Access Memory (RAM), CD-ROM, magnetic tape, floppy disk, optical data storage device, etc.

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 application 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 application 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 is to be understood that the present application is not limited to the precise arrangements and instrumentalities shown in the drawings, which have been described above, and that various modifications and changes may be effected without departing from the scope thereof. The scope of the application is limited only by the appended claims.

Claims

1. A method for controlling competing resources for information presentation, the method being performed by a server, the method comprising:

2. The method of claim 1, wherein the obtaining the correction factor for the exposable information for the second time period based on the first difference value comprises:

acquiring first trend data and second trend data according to the first difference value; 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 change trend of the actual average resource amount after the first time period;

and acquiring the correction coefficient according to the first difference value, the first trend data and the second trend data.

3. The method of claim 2, wherein the obtaining first trend data and second trend data from the first difference comprises:

Obtaining the first trend data according to the first difference value and the effective display times of the displayable information in the first time period;

acquiring the second trend data according to the first difference value and the second difference value; the second difference is a difference between an actual average resource amount of the presentable information and the target average resource amount over a third time period, the third time period being a time period prior to the first time period.

4. The method of claim 2, wherein the obtaining the correction factor based on the first difference, the first trend data, and the second trend data comprises:

acquiring a corrected value of the average resource amount of the exposable information in the second time period according to the first difference value, the first trend data and the second trend data;

and acquiring the correction coefficient according to the correction value and the target average resource quantity.

5. The method of claim 4, wherein the obtaining a correction value for the average amount of resources of the exposable information over the second period of time based on the first difference, the first trend data, and the second trend data comprises:

And according to the weights corresponding to the first difference value, the first trend data and the second trend data, carrying out weighted summation on the first difference value, the first trend data and the second trend data to obtain the corrected value.

6. The method of claim 4, wherein the obtaining the correction coefficient based on 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 obtaining the ratio between the summation result and the target average resource amount as the correction coefficient.

7. The method according to any one of claims 1 to 6, wherein the correcting the original contention resource of the presentable information according to the correction factor to obtain the contention resource of the presentable information for the information presentation opportunity in the second time period includes:

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 resource and the correction coefficient as the competition resource of the information showing opportunity of the presentable information in the second time period.

8. A contention resource control apparatus for information presentation, the apparatus being used in a server, the apparatus comprising:

9. The apparatus of claim 8, wherein the correction factor acquisition module comprises:

10. The apparatus of claim 9, wherein the device comprises a plurality of sensors,

the trend data acquisition unit is specifically configured to acquire the first trend data according to the first difference value and the effective display times of the displayable information in the first time period; acquiring the second trend data according to the first difference value and the second difference value; the second difference is a difference between an actual average resource amount of the presentable information and the target average resource amount over a third time period, the third time period being a time period prior to the first time period.

11. The apparatus of claim 9, wherein the device comprises a plurality of sensors,

the coefficient obtaining unit is specifically configured to obtain a correction value of an average resource amount of the exposable information in the second time period according to the first difference value, the first trend data, and the second trend data; and acquiring the correction coefficient according to the correction value and the target average resource quantity.

12. The apparatus of claim 11, wherein the device comprises a plurality of sensors,

the coefficient obtaining unit is specifically configured to, when obtaining a correction value of an average resource amount of the displayable information in the second period according to the first difference value, the first trend data, and the second trend data, weight and sum the first difference value, the first trend data, and the second trend data according to weights corresponding to the first difference value, the first trend data, and the second trend data, and obtain the correction value.

13. The apparatus of claim 11, wherein the device comprises a plurality of sensors,

the coefficient obtaining unit is specifically configured to, when obtaining the correction coefficient according to the correction value and the target average resource amount, sum the target average resource amount and the correction value to obtain a sum result; and obtaining the ratio between the summation result and the target average resource amount as the correction coefficient.

14. A computer device comprising a processor and a memory having stored therein at least one instruction, at least one program, code set, or instruction set that is loaded and executed by the processor to implement the method of competing resource control of information presentation of any one of claims 1 to 7.

15. A computer readable storage medium having stored therein at least one instruction, at least one program, code set, or instruction set, the at least one instruction, the at least one program, the code set, or instruction set being loaded and executed by a processor to implement the method of competing resource control of information presentation of any one of claims 1 to 7.