CN112561549A - Advertisement generation method, advertisement delivery method, advertisement generation device and advertisement delivery device - Google Patents
Advertisement generation method, advertisement delivery method, advertisement generation device and advertisement delivery device Download PDFInfo
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- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0276—Advertisement creation
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
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Abstract
The embodiment of the invention provides an advertisement generation method, an advertisement delivery method, an advertisement generation device and an advertisement delivery device, and belongs to the technical field of data processing. The advertisement generation method comprises the following steps: acquiring a keyword set of the creative name; matching the keyword set of the creative name with a tag set of any one advertisement basic element; and generating the advertisement according to the matching result of the keyword set of the creative name and the label set of the basic element of the advertisement. By adopting the technical scheme provided by the embodiment of the invention to generate the advertisement, the dependence on personnel in the advertisement generation process can be reduced, and the advertisement generation efficiency can be greatly improved.
Description
Technical Field
The present invention relates to the field of data processing technologies, and in particular, to an advertisement generation method, an advertisement delivery method, an advertisement generation device, and an advertisement delivery device.
Background
The existing advertisement generation and delivery modes are mainly executed manually, for example, a large number of pictures need to be screened and combined manually, and information flow primary advertisements are generated manually and which creative idea is better is judged. The advertisements generated in this way have strong dependence on personnel and low advertisement generation efficiency. In addition, the idea of artificially judging the advertisement has strong subjectivity, which causes poor advertisement putting effect and high putting cost.
Disclosure of Invention
An object of an embodiment of the present invention is to provide an advertisement generating method, an advertisement delivering method, an advertisement generating device, and an advertisement delivering device, which are used to solve one or more of the above technical problems.
In order to achieve the above object, an embodiment of the present invention provides an advertisement generating method, where the advertisement generating method includes: acquiring a keyword set of the creative name; matching the keyword set of the creative name with a tag set of any one advertisement basic element; and generating the advertisement according to the matching result of the keyword set of the creative name and the label set of the basic element of the advertisement.
Optionally, the keyword set of the creative name is obtained by the following method: acquiring a text related to the creative name; performing word segmentation processing on the text of the creative name; and extracting keywords of the words obtained after word segmentation processing to serve as a keyword set of the creative name.
Optionally, the generating an advertisement according to a matching result of the keyword set of the creative name and the tag set of the basic element of the advertisement includes: when the matching degree of the keyword set of the creative name and the tag set of the basic element of the advertisement reaches a preset matching degree, generating the advertisement by using the basic element of the advertisement; or when the number of the keywords matched with the tag set of the basic element of the advertisement in the keyword set of the creative name reaches a preset number, generating the advertisement by using the basic element of the advertisement.
Optionally, the advertisement base element includes a picture, a video, a uniform resource locator URL, and/or an audio.
Optionally, when the advertisement basic element of the target advertisement includes a picture, the advertisement to be delivered is screened out in the following manner: acquiring the required resolution of a picture in a target advertisement; and screening out advertisements with the resolution of the pictures consistent with the required resolution from the generated advertisements as the advertisements to be launched, or adjusting the resolution of the pictures in the generated advertisements to be consistent with the required resolution, and using the advertisements with the adjusted resolution as the advertisements to be launched.
Optionally, the advertisement to be delivered is screened out in the following manner: acquiring the types of the advertisement patterns required to be delivered and the quantity of the advertisement patterns required to be delivered; and screening out advertisements to be launched from the generated advertisements according to the types of the advertisement launching styles required and the quantity of the advertisement launching styles required by each user.
On the other hand, an embodiment of the present invention further provides an advertisement delivery method, where the advertisement is generated according to any one of the above advertisement generation methods, and the advertisement delivery method includes: determining a release condition set by a user; and delivering the advertisements meeting the delivery conditions.
Optionally, the release condition includes at least one of the following: the total number of advertisements delivered, the types of advertisement delivered styles, the number of individual advertisement delivered styles and the estimated cost.
Optionally, the advertisement delivery method further includes: evaluating the delivered advertisements according to marketing effect data of the previously delivered advertisements to determine advertisements which are not suitable for being delivered again; and stopping delivering the advertisement which is not suitable for delivering again.
On the other hand, an embodiment of the present invention further provides an advertisement generating apparatus, where the advertisement generating apparatus includes: the acquisition module is used for acquiring a keyword set of the creative name; the matching module is used for matching the keyword set of the creative name with the tag set of any one advertisement basic element; and the generating module is used for generating the advertisement according to the matching result of the keyword set of the creative name and the label set of the basic element of the advertisement.
On the other hand, an embodiment of the present invention further provides an advertisement delivery device, where the advertisement is generated according to any one of the advertisement generation methods described above, and the advertisement delivery device includes: the determining module is used for determining the releasing conditions set by the user; and the delivery module is used for delivering the advertisements meeting the delivery conditions.
In another aspect, the present invention provides a machine-readable storage medium having stored thereon instructions for causing a machine to execute an advertisement generation method and/or an advertisement delivery method according to any one of the above-mentioned embodiments of the present application.
In another aspect, the present invention provides an electronic device comprising at least one processor, and at least one memory connected to the processor, a bus; the processor and the memory complete mutual communication through the bus, and the processor is configured to call a program instruction in the memory to execute the advertisement generation method and/or the advertisement delivery method of any one of the above applications.
By adopting the technical scheme provided by the embodiment of the invention to generate the advertisement, the dependence on personnel in the advertisement generation process can be reduced, and the advertisement generation efficiency can be greatly improved.
Additional features and advantages of embodiments of the invention will be set forth in the detailed description which follows.
Drawings
The accompanying drawings, which are included to provide a further understanding of the embodiments of the invention and are incorporated in and constitute a part of this specification, illustrate embodiments of the invention and together with the description serve to explain the embodiments of the invention without limiting the embodiments of the invention. In the drawings:
FIG. 1 is a flow chart of an advertisement generation method provided by an embodiment of the present invention;
FIG. 2 is a flow chart of an advertisement delivery method provided by an embodiment of the present invention;
fig. 3 is a block diagram of an advertisement generating apparatus according to an embodiment of the present invention;
fig. 4 is a block diagram of an advertisement delivery apparatus according to an embodiment of the present invention;
fig. 5 is a block diagram of an electronic device according to an embodiment of the present invention.
Detailed Description
The following detailed description of embodiments of the invention refers to the accompanying drawings. It should be understood that the detailed description and specific examples, while indicating embodiments of the invention, are given by way of illustration and explanation only, not limitation.
It should be noted that the terms "comprises" and "comprising," and any variations thereof, are intended to cover a non-exclusive inclusion, such that a process, method, system, article, or apparatus that comprises a list of steps or elements is not necessarily limited to those steps or elements expressly listed, but may include other steps or elements not expressly listed or inherent to such process, method, article, or apparatus.
Additionally, it should be noted that the steps illustrated in the flowcharts of the figures may be performed in a computer system such as a set of computer-executable instructions and that, although a logical order is illustrated in the flowcharts, in some cases, the steps illustrated or described may be performed in an order different than presented herein.
FIG. 1 is a flow diagram illustrating an advertisement generation method according to an embodiment of the present invention. As shown in fig. 1, an embodiment of the present invention provides an advertisement generation method, which includes steps S102 to S106.
In step S102, a keyword set of the creative name is acquired.
The creative name is mainly related to the advertisement to be generated, for example, a certain batch of advertisements mainly relate to the price of a building under a certain brand, and then the keywords of the creative name are selected from the following keywords according to the actual demand: name of the brand, new house, second house, price, time period, and location, etc.
Optionally, the present invention further provides a method for generating a keyword set of creative names, in which a user need not input an accurate keyword to establish a keyword set of creative names, but only a text of an advertisement to be generated is input.
Specifically, the method for obtaining a keyword set of a creative name provided in this embodiment of the present invention includes: firstly, acquiring a section of text related to the creative name; performing word segmentation processing on the text related to the creative name; and extracting keywords of the words obtained after word segmentation processing, and generating a keyword set of the creative name according to the extracted keywords.
For example, if the user entered text is brand a offering a second-hand-three-living room style in yanjing, the generated keyword set may include the following keywords: a, Yanjing, second-hand room and three living rooms.
In step S104, the keyword set of the creative name is matched with the tag set of any one of the advertisement base elements.
The advertisement base elements may mainly include, but are not limited to, pictures and videos. For example, the advertisement base element may further include any advertisement base element such as a uniform resource locator URL and/or audio to assist in advertising with diversity.
Wherein the uniform resource locator URL is primarily used to jump from the advertising interface to a target application or target page, and thus the uniform resource locator URL may be the same for different advertisements. And is limited to the ad placement platform, the uniform resource locator URL can only be enabled if supported by the ad placement platform.
Alternatively, the advertisement base element may be stored in different element libraries according to specific situations. For example, the advertisement basic elements may be stored in different element libraries according to their tag sets, so that the tag sets of the advertisement basic elements in the same element library are identical, or at least one tag in the tag sets of the advertisement basic elements in the same element library is identical. Through the classified storage mode, the keyword sets with the creative names can be compared conveniently, and the speed of generating the advertisements can be increased.
For each advertisement base element, there are some tab sets for generating advertisements, with the tab sets associated with the advertisement base element. For the basic elements of the advertisement obtained by means of keyword search and the like, the keywords can be used as the tags in the corresponding tag set. In addition, the label of the basic element of the advertisement can be determined by manually inputting the label or selecting the label by a user, and under the condition that partial labels in the existing label set are determined not to accord with the basic element of the advertisement, the labels in the label set can be modified and deleted, and new labels can be added under the condition that the number of the labels is insufficient, and the like.
Optionally, similar to the method for obtaining the keyword set of the creative name provided in an embodiment, the method may also automatically generate the tag set related to the advertisement basic element after performing semantic recognition, word segmentation processing, keyword extraction, and the like on a segment of text description related to the advertisement basic element input by the user.
In step S106, an advertisement is generated according to the matching result of the keyword set of the creative name and the tag set of the advertisement basic element.
That is, when the matching result of the keyword set of the creative name and the tag set of the advertisement basic element meets the preset condition, the corresponding advertisement can be generated according to the advertisement basic element.
Optionally, two preset conditions are provided in this embodiment of the present invention: degree of matching and number of matches.
Specifically, for the matching degree, when the matching degree of the keyword set of the creative name and the tag set of the basic element of the advertisement reaches a preset matching degree, the advertisement is generated by using the basic element of the advertisement. For example, generally, the number of keywords and tags in the keyword set and tag set is more than one, so a matching degree of, for example, 70% may be set, and in the case that at least 70% of the keywords in the keyword set can be matched with tags in the tag set of a certain advertisement basic element, a corresponding advertisement may be generated according to the advertisement basic element.
Specifically, for the matching number, when the number of keywords in the keyword set of the creative name that match the tag set of the basic element of the advertisement reaches a preset number, the advertisement is generated by using the basic element of the advertisement. For example, a reasonable preset number may be set according to the actual number of the keywords in the keyword set, for example, the set number is 3, and in the case that at least 3 keywords in the keyword set can be matched with the tags in the tag set of a certain advertisement basic element, a corresponding advertisement may be generated according to the advertisement basic element.
Optionally, the preset conditions related to the matching degree and the matching number may be set by those skilled in the art according to actual situations, and are not limited to the above examples.
Under the condition that the keyword set of the creative name is obtained and basic elements of the advertisement are enough, the method provided by the embodiment of the invention can accurately and quickly generate a large number of advertisements meeting the conditions, can reduce the dependence on personnel in the advertisement generation process, and greatly improves the advertisement generation efficiency.
Further, considering that some information streams have advertisement titles in their advertisement styles, the advertisement titles are used for brief introduction of advertisement contents or for attracting users to click and view the advertisements. Therefore, an embodiment of the present invention provides a method for generating an advertisement with a title.
Specifically, the method for generating an advertisement with a title includes: acquiring a keyword set and a description text of the creative name; matching the keyword set of the creative name with a tag set of any advertisement basic element in an advertisement basic element library; and generating the advertisement corresponding to the description text according to the matching result of the keyword set of the creative name and the label set of the advertisement basic element in the advertisement basic element library.
In order to avoid inconsistency between the generated advertisement title and the content embodied by the displayed advertisement basic element, a certain association needs to be provided between the keyword and the description text of the creative name and the tag of the advertisement basic element.
Optionally, in order to improve the degree of automation processing and the association between the generated advertisement and the title, the present invention further provides a method for generating a description text, including: firstly, obtaining keywords of the creative name, performing semantic recognition on the keywords, and generating a section of text according to a semantic recognition result, wherein the text is used as a description text of an advertisement title.
Optionally, for a plurality of advertisements generated according to the keywords of the same creative name, the same description text may be used as the advertisement title, or different description texts may be used as the advertisement titles.
Alternatively, in addition to automatically generating the description text, the content input by the user may be directly used as the description text.
In addition, considering that words in the description text have terms which do not conform to the rules of the advertising act, such as the first, national, best, highest, etc., which are clearly defined words having misleading effect on consumers, and therefore cannot appear in the advertising terms, the obtained description text needs to be recognized and selected before generating the advertisement, so as to ensure that the generated advertisement title does not contain sensitive words and words which do not conform to the fixed rules.
In addition, if it is determined that there are words in the description text that do not comply with the specification, it is necessary to delete the words to avoid the words that do not comply with the specification being included in the subsequently generated advertisement title.
The characters in the obtained description text can be recognized and selected by adopting any existing text recognition method so as to eliminate words which do not meet the requirements.
The scheme provided by the embodiment of the invention can automatically generate the advertisement with the title, and is convenient for the user to browse.
Aiming at the basic elements of the picture-type advertisements, the advertisement delivery platform can limit the resolution of the pictures in the advertisements, so that screening is carried out in the process of automatically generating the advertisements, and a large number of generated advertisements which meet the conditions of the advertisements to be delivered are obtained.
Specifically, the required resolution of the picture of the target advertisement is obtained first, and then the advertisement with the resolution consistent with the required resolution is screened out from the generated advertisements and used as the advertisement to be delivered.
Optionally, the resolution of the picture in the generated advertisement may be adjusted, for example, compressed, cropped, and the resolution of the picture is consistent with the required resolution, so that the advertisement with the adjusted resolution may be used as the advertisement to be delivered.
Considering that the adjusted resolution and the size of the picture need to be further calculated and processed, the adjusted picture may have the influence of distortion or quality degradation, etc., which affects the quality of the delivered advertisement, so that the picture which is not satisfied is adjusted only when the number of pictures satisfying the required resolution in the element library is not enough.
Similarly, the advertisement placement platform and the to-be-placed advertisement may also require the size of the picture of the advertisement, and a method similar to the above method may be adopted to screen out the to-be-placed advertisement that meets the conditions from the generated advertisements.
Optionally, in consideration of the diversity of the types of the advertisement styles, the embodiment of the present invention further provides a method: the method comprises the steps of obtaining the types of the advertisement types put on demand and the number of the advertisement types put on demand, and screening out the advertisements to be put on which the conditions are met from the generated advertisements according to the types of the advertisement types put on demand and the number of the advertisement types put on demand.
Optionally, for the advertisement generated based on the picture, the presentation style of the native advertisement in the information stream has a single-graph style and a three-graph style, so when the advertisement is generated according to the advertisement basic element, the number of the single-graph styles and/or the number of the three-graph styles can be used as a preset condition to generate the advertisement which meets the user expectation. For example, the ratio of the one-pattern advertisement to the three-pattern advertisement in the generated advertisement may be set to a fixed value or the like.
Optionally, if there are elements such as videos in the advertisement basic elements, the generated advertisement pattern may further include advertisements in the video pattern, so that the number of advertisements in the video pattern may also be used as a preset condition for screening advertisements to be delivered. For example, the ratio of the number of the single-picture styles, the number of the three-picture styles and the number of the video styles can be limited to be a preset value, and advertisements meeting the conditions are directly generated according to the preset value, or advertisements to be delivered meeting the conditions are screened from the generated advertisements.
Optionally, when generating the advertisement, the total number of generated advertisements may be used as a generation condition, and the like, as needed.
Fig. 2 is a flowchart illustrating an advertisement delivery method according to an embodiment of the present invention. As shown in fig. 2, an embodiment of the present invention provides an advertisement delivery method, where the advertisement is generated according to an advertisement generation method provided by an embodiment of the present invention, and the method includes steps S202 to S204.
In step S202, the delivery conditions set by the user are determined.
Optionally, the user-set delivery condition may include one or more of the following: a total number of ads placed, a limit on the number of single-graph styles and/or on the number of triple-graph styles, and an estimated cost.
For example, after a large number of advertisements are generated by using the advertisement generation method provided in the above embodiment of the present invention, advertisements corresponding to the total number of delivered advertisements set by the user are selected and delivered. Or, after the number of the single-drawing patterns and/or the number of the three-drawing patterns are set by the user, advertisements in accordance with the number of the single-drawing patterns and/or the number of the three-drawing patterns can be screened from the generated large number of advertisements and placed. Or, the user can set the total number of the advertisements needing to be delivered and the ratio of the number of the advertisements in the single-graph style to the number of the advertisements in the three-graph style, and the advertisements meeting the conditions are screened from the generated large number of advertisements and delivered. Or, if the delivered advertisements need to include the video-style advertisements, the user may also screen out a certain amount of video-style advertisements from the generated video-style advertisements for delivery.
The conditions set by the user are mainly related to the number of delivered advertisements and the number of delivered advertisement styles, besides, the user can set the estimated cost related to advertisement delivery, for example, the user can set the estimated cost to be 100 yuan to 500 yuan, etc., so as to avoid the situation that the cost of delivering advertisements is far beyond the expectation of the client.
Specifically, according to market rules, platform regulations, industries and types related to advertisement contents and the like, each type of advertisement has a preliminary estimate, for example, the cost price for one-time advertisement delivery is basically in the range of 3 to 5 degrees, so that the quantity and the style of the advertisements can be screened according to the estimated cost set by a user based on the preliminary estimate, and the screened advertisements are delivered.
In step S204, an advertisement satisfying the placement condition is placed.
Any advertisement putting method can be adopted to put the screened advertisements, and the technical scheme provided by the embodiment of the invention does not need to limit the advertisements.
In addition, the advertisement putting is generally a period, so that the advertisement can be put for multiple times in the period, the put advertisements are continuously filtered and screened according to the previous advertisement putting result, and meanwhile, the advertisements meeting the preset conditions are supplemented, so that the put advertisements are all high-quality advertisements meeting the expectation of the user, and the cost is reduced.
Specifically, the following method can be used to improve the quality of the delivered advertisement.
Firstly, the advertisement delivered last time needs to be evaluated according to the marketing effect data of the advertisement delivered last time, so as to determine the advertisement which is not suitable for being delivered again, and the delivery of the determined advertisement which is not suitable for being delivered again is stopped.
Wherein the marketing effectiveness data of the previously delivered advertisement may include one or more of: cost, exposure, click-through and consumption conversion of the previous advertisement placement.
The specific criteria concerning the evaluation of the previously delivered advertisement can be determined synthetically by the staff according to the user's needs and the overall data of the entire advertisement, and can be modified in real time, so that it is not necessary to define it in detail.
After the delivery of a part of advertisements is stopped, the number of the rest advertisements may be insufficient, and then the advertisements meeting the delivery conditions set by the user need to be continuously screened from the generated large number of advertisements. Therefore, when a large number of advertisements are generated and part of the advertisements are put for the first time, the advertisements which are already put can be marked to avoid the problem of repeated advertisements when the advertisements are put again.
For example, after the advertisement which is not suitable for being released again is released, the remaining advertisement may not meet the releasing condition set by the user when the advertisement is released for the first time, so that the advertisement which is not marked can be screened from the generated large amount of advertisements based on the releasing condition set when the advertisement is released for the first time, and then the advertisement is released for the second time together with the remaining advertisement.
Of course, in the case that the remaining advertisements do not satisfy the serving conditions set by the user when the user first serves the advertisements, the user may set new serving conditions, where the new serving conditions may be only used to limit the advertisements of the newly added portion, or may limit the currently served advertisements (including the advertisements of the newly added portion and the advertisements of the remaining portion of the previous time), and the specific limiting content may be set by the user according to actual needs.
For example, with a period of one day, the advertisements released on the day are evaluated according to one or more of the cost, the display amount, the click rate and the consumption conversion amount of the advertisements released on the day, the release of the advertisements which are not suitable for release again is stopped, and the advertisements which meet the release conditions are screened from the generated large amount of advertisements according to the release conditions set by the user and are released together with the newly screened advertisements and the advertisements which are suitable for release again.
For example, if the number of generated advertisements is not enough for placement, a new advertisement basic element can be obtained again, and the advertisement basic elements are arranged and combined to generate a new advertisement.
By adopting the method provided by the embodiment of the invention, screened advertisements can be delivered, the strategy of delivering the advertisements next time can be continuously adjusted according to the advertisement effect delivered last time, and the efficiency and the cost performance of advertisement delivery can be effectively improved.
Fig. 3 is a block diagram illustrating a structure of an advertisement generating apparatus according to an embodiment of the present invention. As shown in fig. 3, an embodiment of the present invention further provides an advertisement generating apparatus, where the apparatus may include: an obtaining module 310, configured to obtain a keyword set of the creative name; a matching module 320, configured to match the keyword set of the creative name with a tag set of any advertisement basic element; and a generating module 330, configured to generate an advertisement according to a matching result between the keyword set of the creative name and the tag set of the basic element of the advertisement.
By the technical scheme provided by the embodiment of the invention, a large number of advertisements can be automatically generated, the dependence on personnel in the advertisement generation process is reduced, and the advertisement generation efficiency can be greatly improved.
In some alternative embodiments, the keyword set of the creative name may be obtained by: acquiring a text related to the creative name; performing word segmentation processing on the text of the creative name; and extracting keywords of the words obtained after word segmentation processing to serve as a keyword set of the creative name.
In some optional embodiments, the generation module 330 is further configured to generate the advertisement by: when the matching degree of the keyword set of the creative name and the tag set of the basic element of the advertisement reaches a preset matching degree, generating the advertisement by using the basic element of the advertisement; or when the number of the keywords matched with the tag set of the basic element of the advertisement in the keyword set of the creative name reaches a preset number, generating the advertisement by using the basic element of the advertisement.
In some optional embodiments, the advertising base element may include a picture, a video, a uniform resource locator, URL, and/or audio.
In some optional embodiments, the advertisement basic element in the target advertisement includes a picture, the advertisement generating apparatus further includes a screening module, and screens out the advertisement to be delivered by: acquiring the required resolution of the picture in the target advertisement through an acquisition module; and the screening module is used for screening out the advertisements with the resolution ratio of the pictures consistent with the required resolution ratio from the generated advertisements as the advertisements to be delivered.
In some optional embodiments, the advertisement generating apparatus further includes an adjusting module, configured to adjust a resolution of a picture in the generated advertisement to be consistent with a required resolution, and the screening module takes the advertisement after the resolution adjustment as the advertisement to be delivered.
In some optional embodiments, the screening module is further configured to screen out an advertisement with a suitable picture size as the advertisement to be delivered according to steps similar to those described above.
In some optional embodiments, the following operations may be further performed by the obtaining module and the screening module to screen out the advertisement to be delivered: the acquisition module acquires the types of the advertisement types to be delivered according to the demands and the number of the advertisement types to be delivered according to the demands, and the screening module screens out the advertisements to be delivered from the generated advertisements.
Fig. 4 is a block diagram illustrating an advertisement delivery apparatus according to an embodiment of the present invention. As shown in fig. 4, an embodiment of the present invention further provides an advertisement delivery apparatus, where the advertisement is generated by the advertisement generation apparatus provided in the embodiment of the present invention, and the advertisement delivery apparatus may include: a determining module 410, configured to determine a delivery condition set by a user; and a delivery module 420 for delivering the advertisement satisfying the delivery condition.
Through the technical scheme provided by the embodiment of the invention, screened advertisements can be delivered, the strategy of delivering the advertisements next time can be continuously adjusted according to the advertisement effect delivered last time, and the efficiency and the cost performance of advertisement delivery can be effectively improved.
In some optional embodiments, the user-set delivery conditions may include one or more of the following: total number of ads served, type of ad served pattern, number of individual ad served patterns, and estimated cost.
Optionally, the advertisement delivery style may include a single-pattern style, a three-pattern style, a video style, and the like.
In some optional embodiments, the advertisement delivery device further includes an evaluation module, configured to evaluate the delivered advertisement according to marketing effectiveness data of a previously delivered advertisement to determine an advertisement that is not suitable for delivery again.
Optionally, the marketing effectiveness data includes one or more of: cost, exposure, click-through and consumption conversion of the previous advertisement placement.
The specific working principles and benefits of the advertisement generation device and the advertisement delivery device provided by the embodiment of the present invention are respectively similar to the specific working principles and benefits of the advertisement generation method and the advertisement delivery method provided by the embodiment of the present invention, and will not be described again here. Each module of the advertisement generation device and the advertisement delivery device may be stored in the memory as a program unit, and the processor executes the program unit stored in the memory to implement the corresponding function.
The processor comprises a kernel, and the kernel calls the corresponding program unit from the memory. The kernel can be set to one or more, and the advertisement is generated and/or put by adjusting the kernel parameters.
The memory may include volatile memory in a computer readable medium, Random Access Memory (RAM) and/or nonvolatile memory such as Read Only Memory (ROM) or flash memory (flash RAM), and the memory includes at least one memory chip.
An embodiment of the present invention provides a storage medium on which a program is stored, the program implementing the advertisement generating method and/or the advertisement delivering method when executed by a processor.
The embodiment of the invention provides a processor, which is used for running a program, wherein the program executes the advertisement generating method and/or the advertisement putting method when running.
As shown in fig. 5, an embodiment of the present invention further provides a block diagram of an electronic device, where the electronic device 50 includes at least one processor 501, at least one memory 502 connected to the processor 501, and a bus 503; the processor 501 and the memory 502 complete communication with each other through the bus 503; the processor 501 is used to call program instructions in the memory 502 to execute the above-described advertisement generation method or advertisement delivery method. The electronic device herein may be a server, a PC, a PAD, a mobile phone, etc.
The present application further provides a computer program product adapted to perform a program for initializing the following method steps when executed on a data processing device:
a method of advertisement generation, the method comprising: acquiring a keyword set of the creative name; matching the keyword set of the creative name with a tag set of any one advertisement basic element; and generating the advertisement according to the matching result of the keyword set of the creative name and the label set of the basic element of the advertisement.
Acquiring a keyword set of the creative name by the following method: acquiring a text related to the creative name; performing word segmentation processing on the text of the creative name; and extracting keywords of the words obtained after word segmentation processing to serve as a keyword set of the creative name.
The generating an advertisement according to the matching result of the keyword set of the creative name and the tag set of the basic element of the advertisement comprises: when the matching degree of the keyword set of the creative name and the tag set of the basic element of the advertisement reaches a preset matching degree, generating the advertisement by using the basic element of the advertisement; or when the number of the keywords matched with the tag set of the basic element of the advertisement in the keyword set of the creative name reaches a preset number, generating the advertisement by using the basic element of the advertisement.
The advertisement base element includes a picture, a video, a uniform resource locator, URL, and/or audio.
When the basic advertisement elements of the target advertisement comprise pictures, screening out the advertisements to be delivered in the following modes: acquiring the required resolution of a picture in a target advertisement; and screening out advertisements with the resolution of the pictures consistent with the required resolution from the generated advertisements as the advertisements to be launched, or adjusting the resolution of the pictures in the generated advertisements to be consistent with the required resolution, and using the advertisements with the adjusted resolution as the advertisements to be launched.
The advertisement generation method further comprises the following steps of screening out advertisements to be launched: acquiring the types of the advertisement patterns required to be delivered and the quantity of the advertisement patterns required to be delivered; and screening out advertisements to be launched from the generated advertisements according to the types of the advertisement launching styles required and the quantity of the advertisement launching styles required by each user.
An advertisement delivery method for an advertisement generated by the advertisement generation method according to any one of the above aspects, the advertisement delivery method comprising: determining a release condition set by a user; and delivering the advertisements meeting the delivery conditions.
The releasing condition comprises at least one of the following conditions: the total number of advertisements delivered, the types of advertisement delivered styles, the number of individual advertisement delivered styles and the estimated cost.
The advertisement delivery method further comprises the following steps: evaluating the delivered advertisements according to marketing effect data of the previously delivered advertisements to determine advertisements which are not suitable for being delivered again; and stopping delivering the advertisement which is not suitable for delivering again.
As will be appreciated by one skilled in the art, embodiments of the present application may be provided as a method, system, or computer program product. Accordingly, the present application may take the form of an entirely hardware embodiment, an entirely software embodiment or an embodiment combining software and hardware aspects. Furthermore, the present application may take the form of a computer program product embodied on one or more computer-usable storage media (including, but not limited to, disk storage, CD-ROM, optical storage, and the like) having computer-usable program code embodied therein.
The present application is described with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the application. It will be understood that each flow and/or block of the flow diagrams and/or block diagrams, and combinations of flows and/or blocks in the flow diagrams and/or block diagrams, can be implemented by computer program instructions. These computer program instructions may be provided to a processor of a general purpose computer, special purpose computer, embedded processor, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions specified in the flowchart flow or flows and/or block diagram block or blocks.
These computer program instructions may also be stored in a computer-readable memory that can direct a computer or other programmable data processing apparatus to function in a particular manner, such that the instructions stored in the computer-readable memory produce an article of manufacture including instruction means which implement the function specified in the flowchart flow or flows and/or block diagram block or blocks.
These computer program instructions may also be loaded onto a computer or other programmable data processing apparatus to cause a series of operational steps to be performed on the computer or other programmable apparatus to produce a computer implemented process such that the instructions which execute on the computer or other programmable apparatus provide steps for implementing the functions specified in the flowchart flow or flows and/or block diagram block or blocks.
In a typical configuration, a computing device includes one or more processors (CPUs), memory, and a bus. The device may also include input/output interfaces, network interfaces, and the like.
The memory may include volatile memory in a computer readable medium, Random Access Memory (RAM) and/or nonvolatile memory such as Read Only Memory (ROM) or flash memory (flash RAM), and the memory includes at least one memory chip. The memory is an example of a computer-readable medium.
Computer-readable media, including both non-transitory and non-transitory, removable and non-removable media, may implement information storage by any method or technology. The information may be computer readable instructions, data structures, modules of a program, or other data. Examples of computer storage media include, but are not limited to, phase change memory (PRAM), Static Random Access Memory (SRAM), Dynamic Random Access Memory (DRAM), other types of Random Access Memory (RAM), Read Only Memory (ROM), Electrically Erasable Programmable Read Only Memory (EEPROM), flash memory or other memory technology, compact disc read only memory (CD-ROM), Digital Versatile Discs (DVD) or other optical storage, magnetic cassettes, magnetic tape magnetic disk storage or other magnetic storage devices, or any other non-transmission medium that can be used to store information that can be accessed by a computing device. As defined herein, a computer readable medium does not include a transitory computer readable medium such as a modulated data signal and a carrier wave.
The above are merely examples of the present application and are not intended to limit the present application. Various modifications and changes may occur to those skilled in the art. Any modification, equivalent replacement, improvement, etc. made within the spirit and principle of the present application should be included in the scope of the claims of the present application.
Claims (10)
1. An advertisement generation method, comprising:
acquiring a keyword set of the creative name;
matching the keyword set of the creative name with a tag set of any one advertisement basic element; and
and generating the advertisement according to the matching result of the keyword set of the creative name and the tag set of the basic element of the advertisement.
2. The advertisement generation method of claim 1, wherein the keyword set of creative names is obtained by:
acquiring a text related to the creative name;
performing word segmentation processing on the text of the creative name; and
and extracting keywords of the words obtained after word segmentation processing to serve as a keyword set of the creative name.
3. The method of claim 1, wherein the generating an advertisement based on matching the set of keywords of the creative name with the set of tags of the base element of the advertisement comprises:
when the matching degree of the keyword set of the creative name and the tag set of the basic element of the advertisement reaches a preset matching degree, generating the advertisement by using the basic element of the advertisement; or
And when the number of the keywords matched with the tag set of the basic element of the advertisement in the keyword set of the creative name reaches a preset number, generating the advertisement by using the basic element of the advertisement.
4. The advertisement generation method according to claim 1, wherein when the advertisement basic element of the target advertisement includes a picture, the advertisement to be delivered is screened out by:
acquiring the required resolution of a picture in a target advertisement; and
and screening out advertisements with the resolution of the pictures consistent with the required resolution from the generated advertisements as the advertisements to be launched, or adjusting the resolution of the pictures in the generated advertisements to be consistent with the required resolution, and using the advertisements with the adjusted resolution as the advertisements to be launched.
5. An advertisement placement method, wherein the advertisement is an advertisement generated by the advertisement generation method according to any one of claims 1 to 4, the advertisement placement method comprising:
determining a release condition set by a user; and
and delivering the advertisements meeting the delivery conditions.
6. The advertisement delivery method according to claim 5, wherein the delivery conditions include at least one of: the total number of advertisements delivered, the types of advertisement delivered styles, the number of individual advertisement delivered styles and the estimated cost.
7. The advertisement delivery method according to claim 5, further comprising:
evaluating the delivered advertisements according to marketing effect data of the previously delivered advertisements to determine advertisements which are not suitable for being delivered again; and
stopping delivering the advertisement which is not suitable for delivering again.
8. An advertisement generation apparatus, characterized in that the advertisement generation apparatus comprises:
the acquisition module is used for acquiring a keyword set of the creative name;
the matching module is used for matching the keyword set of the creative name with the tag set of any one advertisement basic element; and
and the generating module is used for generating the advertisement according to the matching result of the keyword set of the creative name and the tag set of the basic element of the advertisement.
9. A machine-readable storage medium having instructions stored thereon for causing a machine to perform:
the advertisement generation method according to any one of claims 1 to 4; or
The advertisement delivery method according to any one of claims 5 to 7.
10. An electronic device, comprising at least one processor, and at least one memory connected to the processor, a bus;
the processor and the memory complete mutual communication through the bus;
the processor is configured to call program instructions in the memory to perform the advertisement generation method of any of claims 1 to 4; or to perform the advertisement delivery method of any of claims 5 to 7.
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