CN112488755A

CN112488755A - System and method for automatically adjusting non-real-time bid according to time dimension

Info

Publication number: CN112488755A
Application number: CN202011369459.0A
Authority: CN
Inventors: 杨威
Original assignee: Shanghai Kuliang Information Technology Co Ltd
Current assignee: Shanghai Kuliang Information Technology Co Ltd
Priority date: 2020-11-30
Filing date: 2020-11-30
Publication date: 2021-03-12

Abstract

A system for automatically adjusting non-real-time bids according to time dimension comprises a receiving module, an advertisement obtaining module, an adjusting module and a bidding module; the receiving module is used for receiving a bid request of a channel provider and acquiring the characteristic data of a target user and the request interval time of the channel provider; the advertisement acquisition module is used for acquiring an advertisement to be delivered according to the characteristic data of the target user; the adjusting module is used for adjusting the bids of the advertisements to be released according to the request interval time of the channel provider and the change of the time; and the bidding module is used for taking the bid adjusted by the adjusting module as a final bid and sending the final bid to a channel provider for bidding. By dynamically adjusting the advertising bids at different times, the advertisement of the advertiser can obtain more displays at key time, thereby achieving better effect.

Description

System and method for automatically adjusting non-real-time bid according to time dimension

Technical Field

The invention relates to the technical field of internet advertisements, in particular to a system and a method for automatically adjusting non-real-time bids according to time dimension.

Background

In the field of internet advertisement, different advertisements compete for the same advertisement space in a bidding mode, and advertisements with high bids obtain display opportunities. In this mode, different advertisements are offered the opportunity to show by raising the bid, so there are many opportunities to show by calculating different bids to bid in the hope of obtaining a greater probability of showing. For example, an aspect provides a method and apparatus for generating a bid prediction model and automatically bidding for advertisement delivery. The automatic bidding method comprises the following steps: generating an advertisement putting bidding prediction model; generating prediction sample data based on the target user set, the advertisement putting related information of the advertisement to be put and different bid prices; inputting the extracted features as prediction data into the advertisement putting bidding prediction model to obtain bidding success probability of each user in the target user set under different bidding prices output by the model; and determining a bidding price for each user in the target user set by taking the preset total amount of the advertisement putting expenses as a limit and maximizing the number of users successfully bidding, and bidding according to the determined price. However, this scheme is for advertisement display-one-look-at-one, and bids with the aim of maximum display, without considering the influence of different time periods on user behavior, such as at noon or night, users are more likely to pay attention to games and other time-consuming applications; travel software, tourism software and the like are more concerned before the gold week of national celebration. For the advertiser, when the user is more likely to have the behavior desired by the advertiser, the large-area and high-frequency display has more practical significance.

Disclosure of Invention

The technical problem to be solved by the invention is to provide a system and a method for automatically adjusting non-real-time bids according to time dimension, and the advertisement of an advertiser can obtain more displays in key time by dynamically adjusting the advertisement bids at different times, thereby realizing better effect.

In order to solve the technical problem, the invention provides a system for automatically adjusting non-real-time bidding according to time dimension, which comprises a receiving module, an advertisement obtaining module, an adjusting module and a bidding module;

the receiving module is used for receiving a bid request of a channel provider and acquiring the characteristic data of a target user and the request interval time of the channel provider;

the advertisement acquisition module is used for acquiring an advertisement to be delivered according to the characteristic data of the target user;

the adjusting module is used for adjusting the bids of the advertisements to be released according to the request interval time of the channel provider and the change of the time;

and the bidding module is used for taking the bid adjusted by the adjusting module as a final bid and sending the final bid to a channel provider for bidding.

In the technical scheme, the time is adjusted according to the request interval time of the channel provider, so that the advertisement display before the next request of the channel can obtain higher bids. The request interval time of the channel provider refers to the average time interval between two requests and bids of the channel provider to the system adjacent.

As an improvement of the above scheme, the system further comprises a correlation module and a recording module;

the association module is used for analyzing the data recorded by the recording module to obtain a plurality of advertisement positions with high correlation;

the recording module is used for recording the bidding request source, the bidding time, the price and the bidding result.

In the technical scheme, the correlation of a plurality of advertisement slots is obtained by analyzing the change of key indexes such as time, price and bid results related to advertisement display, and a plurality of groups of advertisement slots with higher correlation are selected from the correlation, so that a foundation is laid for quickly responding to the price change of the advertisement slots. The bid request source refers to the ad slot that is currently bidding on. The source of the bid request, the time of the bid, the price and the result of the bid corresponding to one bid request are recorded as a record.

As an improvement of the scheme, when the bid price of one advertising space changes, the adjusting module adjusts the bid price of the advertising space with high relevance.

In the technical scheme, the system is more sensitive to price response by responding to the price change relation between the advertisement positions with high relevance, so that an advertiser can obtain more advertisement display opportunities. Meanwhile, the method is also beneficial to improving the advertisement display effect of the advertiser and reducing the advertisement consumption of the advertiser.

As an improvement of the above scheme, the advertisement positions with high relevance have the same user type.

In the above technical solution, the user type refers to a category into which the user is divided, such as games, e-commerce, education, beauty, food, and the like. No high correlation is formed between ad spots that do not belong to the same category. The technical scheme limits the range between the advertisement positions with high correlation, so that the correlation judgment of the advertisement positions has more practical guiding significance, and the price change between the advertisement positions with high correlation can indicate the price change conditions of other advertisement positions.

As an improvement of the above, the high correlation means that the absolute value of the correlation coefficient is 0.8 or more.

In the above technical solution, the correlation coefficient adopts a pearson correlation coefficient manner. And calculating the prices of different advertisement positions at the same time to obtain a plurality of advertisement positions with high relevance. The technical scheme has the advantages that the judgment standard of high correlation is customized, the standard capable of high-efficiency judgment is given, and the standardization of correlation judgment is realized.

As an improvement of the above, the time refers to different time periods in a day and different time ranges in a year, especially the time ranges of various types of holidays.

In the technical scheme, the change characteristics of the daily lives and work and rest of people within one day and the behavior characteristics of different time periods within one year are considered, so that the purpose of directionally popularizing the advertisement according to the requirements of the user can be accurately realized, and the advertisement display effect can be improved.

As an improvement of the above solution, the final bid does not exceed a maximum price set by the user.

In the technical scheme, the final bid price is limited within the maximum price limit of the user, so that the advertisement fee is guaranteed to be within the budget of the advertisement, and the effect of saving the cost of an advertiser is achieved.

As an improvement of the above scheme, the time is divided into a focus time and a general time according to user performance at different times, and the final bid at the focus time is higher than the final bid at the general time.

In the technical scheme, different time periods are divided according to user performances, and the important time and the general time are distinguished, so that an advertiser can perform targeted delivery aiming at the important time, such as increasing the advertisement budget, increasing the bid limit price and the like. The system can automatically raise the bid in the key time to obtain more display opportunities. The emphasis time and the general time herein refer to general expressions of classification, and do not refer to the classification of time into two categories alone. Each category can be further subdivided into a plurality of different small categories to meet the requirement of higher fine-grained delivery.

Correspondingly, the invention also provides a method for automatically adjusting the non-real-time bidding according to the time dimension, which comprises the following steps.

A. And receiving a bid request of a channel provider by using the receiving module, and acquiring the characteristic data of the target user and the request interval time of the channel provider.

In the step, the characteristic data of the target user and the request interval time of the channel provider are obtained, the information is provided for obtaining the advertisement meeting the requirement of the advertiser in the next step, and data support is provided for calculating the advertisement bid.

B. And acquiring an advertisement to be delivered by using the advertisement acquisition module according to the characteristic data of the target user.

In this step, an advertisement corresponding to the target user is selected from the advertisement library, a default bid of the advertisement is obtained, and the advertisement is used as an advertisement to be delivered.

C. And adjusting the bids of the advertisements to be put by using the adjusting module according to the request interval time of the channel provider and the change of the time.

In this step, adjusting the default bid, either up or down, according to time, may allow the advertiser's funds to spend in a period of time that is easier to convert. Compared with a scheme for screening channel traders, the scheme is easier to obtain better benefits under the condition that the channel traders are selected. The scheme is more friendly to smaller-scale channel traders.

D. And the bidding module is used for taking the bid adjusted by the adjusting module as a final bid and sending the final bid to a channel provider for bidding.

In this step, the adjusted bid obtained in the previous step is taken as the final bid, and the bidding process of the present scheme is realized.

As an improvement of the above solution, the method for automatically adjusting the non-real-time bid according to the time dimension further comprises the following steps.

E. And analyzing the data recorded by the recording module by using the association module to obtain a plurality of advertisement positions with high correlation.

In this step, through the analysis of the historical data, a plurality of advertisement positions with high relevance are obtained, so that the price variation of the advertisement positions is more predictable, the bid price is more refined, and the method is a supplement of a scheme for adjusting the bid price according to the time variation.

F. The recording module is used for recording the source of the bid request, the time of the bid, the price and the bid result.

In the step, the condition and the result of each bidding are recorded, and an informative and reliable data source is provided for data analysis. The more data is recorded, the more reliable the results of the data analysis.

The invention has the following beneficial effects.

According to the invention, the advertisement bid is adjusted according to time, so that the price is changed along with the time, and the advertisement obtains more display opportunities. The invention can save the display consumption of the advertiser by reducing the bid price of the advertisement space in less time for the high-quality user. The invention increases the bid for the advertisement space in more time for the high-quality users, thereby realizing more display opportunities and better user coverage and propaganda effect. According to the invention, through selection of different times, the function of distinguishing the users is achieved, and the dimension of positioning the users is increased, so that the users can be positioned more accurately. The invention carries out targeted adjustment according to the characteristics of the user behavior, reduces the dependence on historical data and improves the adaptability of the system.

Drawings

FIG. 1 is a schematic structural diagram of a system for automatically adjusting non-real-time bids according to a time dimension according to a first embodiment of the present invention.

FIG. 2 is a schematic diagram of time classification according to the present invention.

FIG. 3 is a schematic structural diagram of a system for automatically adjusting non-real-time bids according to a time dimension according to a second embodiment of the present invention.

FIG. 4 is a flow chart of a first embodiment of a method of the present invention for automatically adjusting non-real time bids according to a time dimension.

FIG. 5 is a flow chart of a second embodiment of a method of the present invention for automatically adjusting non-real time bids according to a time dimension.

Detailed Description

In order to make the objects, technical solutions and advantages of the present invention more apparent, the present invention will be described in further detail with reference to the accompanying drawings.

A first embodiment of the present invention, as shown in fig. 1, provides a system for automatically adjusting non-real-time bids according to a time dimension, comprising a receiving module 100, an advertisement obtaining module 200, an adjusting module 300, and a bidding module 400.

The receiving module 100 is configured to receive a bid request of a channel provider, and obtain feature data of a target user and a request interval time of the channel provider.

Specifically, the system simultaneously connects a plurality of channels, and feeds back bids to the channels by receiving bid requests of the channels. And the channel trader or a plurality of channel traders bid on the display of the same advertisement slot to display the advertisement with the highest bid, thereby completing the process of advertisement display. The receiving module is used for receiving a bid request of a channel provider and simultaneously comprises characteristic data of a target user, such as the size of an advertisement space, an IP address, browser information, an operating system, gender, country or region and other various information. If the channel does not have the feature data attached when the channel requests the bid, the receiving module 100 sends a request to the channel to obtain the feature data. The time for requesting the bid by different channels is different, some are 15 minutes, some are 30 minutes, and other various time such as 1 hour, but the time interval for requesting the bid by the same channel is generally fixed. The receiving module 100 may acquire bid request interval times of respective channels. If the two requests of the same distributor suddenly change greatly, the receiving module 100 regards this as an exception and still delivers the previous interval to the adjusting module. And if the request time of two continuous times is greatly changed and the same, judging that the request time is modified by the channel provider, and taking the new interval time as the request and bid interval time of the channel provider. The aforementioned large variation means that the time interval is more than 30% from the original time interval.

And the advertisement obtaining module 200 is configured to obtain an advertisement to be delivered according to the feature data of the target user.

Specifically, when an advertiser configures an advertisement, targeted client information of the advertisement is configured, and various information such as a region or a country of a user, a browser, an operating system, and a gender of the user is confirmed. By receiving the specific data obtained by the module 100, the advertisement can be reversely screened out to meet the requirements of which advertisements, so that the advertisement to be delivered is limited within a certain range. The system is specific to various types of information of the advertisement, including information of bidding, budget and the like. The system can select one of the advertisements as the advertisement to be delivered according to a certain rule. The invention is not limited as to how to select the one advertisement to be delivered.

And an adjusting module 300, configured to adjust the bid of the advertisement to be delivered according to the request interval time of the channel provider and the change of the time.

Specifically, people have certain regularity in life and work, so that the response of users to advertisements also presents certain regularity. For example, because people are busy in work and study in the daytime and in a tense state, even if there is an interested advertisement, the people may not click, so that various data values are low, and when the people finish work or study at night, the people have a lot of time and are in a relaxed state, so that the attraction of the advertisement to people is increased, and data is increased. Similarly, on weekends, people's status is different from weekdays, which also results in an increase in the attractiveness of the advertisement. More typically, when the national day comes on a long holiday, people can make a travel plan in advance and pay attention to products such as travel navigation and game accommodation, so that the advertisement data of the two industries are obviously increased before the long holiday. The adjustment module 300 adjusts different advertising bids as a function of time. Time is divided into a time-of-focus and a general time in consideration of user performance at different times, and a final bid at the time-of-focus is higher than a final bid at the general time. The emphasis time is further subdivided into emphasis type I time and emphasis type II time. The general time is further subdivided into general class I time and general class II time. Depending on the time of focus classification, the default bid is floated upwards by a different scale. The default bid is floated down a different scale according to a general temporal classification. For example, for travel-type advertisements, as shown in FIG. 2, all times are marked as important dates some time before five or national day, and peak times within one day are also marked as important. During the peak of the five or national day celebrations, the days outside the peak of these days are marked as important class I, while the days outside the peak of these days are marked as important class II. The peak periods in the general days are labeled as general class I, and the times other than the peak periods in the general days are labeled as general class II. Of course, non-holiday weekends may also be considered, with additional categories marking and bid adjustment. Because the general ideas are consistent, the details are not repeated herein. If a channel has an interval request time of 15 minutes, the critical time is 19: 00-21: 00, when the system is in 18: 50, when receiving the bid request of the channel, the effective time for obtaining the bid is 18: 50-19: 05, at 18: 50-19: 00, is general time, and 19: 00-19: since 05 is a significant time, the bid for that time is adjusted to the bid for the significant time.

And the bidding module 400 is configured to take the bid adjusted by the adjusting module as a final bid and send the final bid to a channel provider for bidding.

In particular, the bidding module 400 completes bidding for an advertisement. When the advertiser sets the advertisement bid, it is generally enough to set a reference price, but the advertiser may set the maximum price of the advertisement bid. If the advertiser sets the maximum price, the price of the key class I time of the adjustment module 300 cannot exceed the maximum price after floating upward. The final bid does not exceed the user set maximum price.

In a second embodiment of the present invention, as shown in fig. 3, a system for automatically adjusting non-real-time bids according to a time dimension is provided, which further comprises an association module 500 and a recording module 600, compared to the first embodiment.

And the association module 500 is used for analyzing the data recorded by the recording module to obtain a plurality of advertisement slots with high relevance.

Specifically, different ad slots may have a certain correlation due to the same user group and the association of websites. And the price of part of the ad slots also shows certain relevance due to high relevance, so that the method has great significance for bid prediction. The correlation coefficient is a statistical index used for reflecting the degree of closeness of the correlation between variables, and the invention adopts the Pearson correlation coefficient to carry out correlation system calculation on the bid winning prices of two advertisement slots at the same time. The correlation coefficient is calculated according to a product difference method, and the degree of correlation between two variables is reflected by multiplying the two dispersion differences on the basis of the dispersion difference of the two variables and the respective average value. The advertisement positions with high correlation have the same user type, so when the correlation of the advertisement positions is judged, the advertisement positions with the same user type only need to be judged. When the absolute value of the correlation coefficient is 0.8 or more, it is determined that the correlation is high. For multiple slots with high relevance, if the price of one of the slots floats upwards, i.e. the slot has not yet been bid, then the adjusting module 300 adjusts the bid upwards when the highly relevant slot requests the bid.

A recording module 600 for recording the source of the bid request, the time of the bid, the price and the bid result.

Specifically, after one bidding is completed, the recording module 600 records the time, price and bidding result of the current bidding. The bidding results are divided into two categories, success and failure. The recording module stores the recorded data in the database in a structured storage manner, which facilitates quick retrieval and analysis by the association module 500.

Accordingly, a third embodiment of the present invention, as shown in FIG. 4, provides a method for automatically adjusting non-real-time bids according to a time dimension, comprising the following steps.

S1, receiving a bid request of a channel provider by using the receiving module, and acquiring characteristic data of a target user and request interval time of the channel provider.

In this step, receiving a bid request from a channel provider is the first step of the method. The method starts in response to the bid request, and receives the target user characteristic data and the request interval time of the channel provider, which can be used to screen the advertisement, so as to provide a basis for screening the advertisement in step S2.

And S2, acquiring an advertisement to be delivered by using the advertisement acquisition module according to the characteristic data of the target user.

In this step, the user characteristic data obtained in S1 is used to screen the advertisements that can be delivered, and one of the advertisements is selected as the advertisement to be delivered. Specifically, there may be a plurality of methods for selecting one advertisement to be delivered from a plurality of advertisements that can be delivered, and this embodiment is not limited.

And S3, adjusting the bid of the advertisement to be released by using the adjusting module according to the request interval time of the channel provider and the change of the time.

In this step, the bids of the advertisements are adjusted in a targeted manner through the request interval time of the channel provider and the change of the time, so that more showing opportunities can be obtained in the key time, and the consumption of the advertisement funds is reduced in the general time. This step is the core of this embodiment. Through the adjustment of the bidding pertinence, the advertisement can be displayed more finely, the effect of displaying the advertisement in a key time is achieved, and therefore a better advertisement effect is achieved. The specific adjustment method has been described in the previous embodiments, and is not described herein again.

And S4, using the bidding module to take the bid adjusted by the adjusting module as a final bid and sending the final bid to a channel for bidding.

In this step, a bid is placed on the carrier according to the bid adjusted in step S3, and a response to an inquiry from the carrier is realized.

A fourth embodiment of the present invention, as shown in fig. 5, provides a method for automatically adjusting non-real-time bids according to time dimension, which further comprises the following steps compared to the third embodiment.

And S5, analyzing the data recorded by the recording module by using the association module to obtain a plurality of advertisement spots with high relevance.

In this step, through the analysis of the historical data recorded in the database, a plurality of advertisement slots with high correlation are obtained, so that the adjustment of the bid according to the time in the previous embodiment is supplemented, the sensitivity of the bid is improved, and the change of the price is responded to more quickly. The calculation method of the correlation has been described in the previous embodiments, and is not described herein again.

S6, recording the source of the bid request, the time of the bid, the price and the result of the bid by using the recording module.

In this step, the bid information and result in step S4 are recorded and stored in the database in a structured storage manner, so that the speed of step S5 can be increased, thereby improving the operation efficiency of the present embodiment.

While the invention has been described in connection with what is presently considered to be the most practical and preferred embodiment, it is to be understood that the invention is not to be limited to the disclosed embodiment, but on the contrary, is intended to cover various modifications and equivalent arrangements included within the spirit and scope of the appended claims.

Claims

1. A system for automatically adjusting non-real time bids based on a time dimension, comprising: the advertisement bidding system comprises a receiving module, an advertisement obtaining module, an adjusting module and a bidding module;

2. The system for automatically adjusting non-real-time bids according to a time dimension of claim 1, further comprising an association module and a recording module;

3. The system of claim 2, wherein the adjustment module adjusts bids for slots of high relevance as bids for slots change.

4. The system for automatically adjusting non-real-time bids according to a time dimension of claim 2, wherein the highly correlated ad slots have the same user type therebetween.

5. The system for automatically adjusting non-real-time bids according to the time dimension of claim 2, wherein high correlation means that the absolute value of the correlation coefficient is above 0.8.

6. A system for automatically adjusting non-real-time bids according to a time dimension as recited in claim 1, wherein said time refers to both different time periods of the day and different time frames of the year, particularly time frames of holidays.

7. A system for automatically adjusting non-real-time bids according to a time dimension as recited in claim 1, wherein said final bid does not exceed a user-set maximum price.

8. A system for automatically adjusting non-real-time bids according to a time dimension as recited in claim 1, wherein said time is divided into a time of focus and a time of general according to user performance at different times, and wherein said final bid at said time of focus is higher than said final bid at said time of general.

9. A method for automatically adjusting non-real time bids based on a time dimension, comprising:

A. receiving a bid request of a channel provider by using the receiving module of any one of claims 1-8, and acquiring feature data of a target user and a request interval time of the channel provider;

B. using the advertisement acquisition module according to any one of claims 1-8 to acquire an advertisement to be delivered according to the feature data of the target user;

C. adjusting the bids of the advertisements to be placed according to the variation of request interval time and time of the channel using the adjustment module of any one of claims 1-8;

D. use of the bidding module of any of claims 1-8 for using the adjusted bid of the adjusting module as a final bid and sending to a channel for bidding.

10. The method of claim 9, wherein automatically adjusting non-real time bids according to a time dimension further comprises:

E. analyzing the data recorded by the recording module by using the association module according to claim 2 to obtain a plurality of advertisement spots with high relevance;

F. recording bid request origin, time of bid, price and bid result using the recording module of claim 2.