CN113222652A - Method, system, equipment and storage medium for constructing online advertisement basic audience tag - Google Patents
Method, system, equipment and storage medium for constructing online advertisement basic audience tag Download PDFInfo
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Abstract
The invention provides a method, a system, equipment and a storage medium for constructing an online advertisement basic audience tag, wherein the method comprises the following steps: the method comprises the steps of obtaining a first application program sequence list installed on a user terminal; matching the first application program in the first application program sequence list with a discrimination database to obtain the discrimination of the first application program, and constructing a basic audience tag through the discrimination; performing advertisement matching and putting according to the basic audience label; and dynamically optimizing the basic audience tag according to the advertisement matching and launching effect feedback. The label generation difficulty is low, the label generation method is based on statistical calculation and actual effect, and the label accuracy is adjusted.
Description
Technical Field
The invention relates to the technical field of advertisement putting, in particular to a method, a system, equipment and a storage medium for constructing an online advertisement basic audience tag.
Background
The existing advertising field encounters a few challenges when building a user base tag. On one hand, based on the basic advertising activity, the obtained information of the user is narrow, and the mining of the user preference by only depending on the prediction of an algorithm model is limited; on the other hand, the direct purchase of external DMP is mostly a static label, and the feedback tuning of actual use is lacked, so that the water and soil for constructing the label are not uniform. From the actual advertisement field, directly purchasing the label of the data management platform DMP also faces the problem of high cost.
In the field of online advertisements, the advertisement which provides preference requirements for users can greatly improve the advertisement efficiency, on one hand, the user layer obtains resources or information, on the other hand, the advertisement putting efficiency is improved, and the invalid exposure display is reduced. It is an important ring to build methods to mine user preferences.
Disclosure of Invention
The invention aims to provide a method, a system, equipment and a storage medium for constructing an online advertisement basic audience tag. The label generation difficulty is low, the label generation method is based on statistical calculation and actual effect, and the label accuracy is adjusted.
In order to achieve the purpose, the invention adopts the following technical scheme:
a method for constructing an online advertisement basic audience tag comprises the following steps:
acquiring a first application program sequence list installed on a user terminal;
matching the first application program in the first application program sequence list with a discrimination database to obtain the discrimination of the first application program, and constructing a basic audience tag through the discrimination;
performing advertisement matching and putting according to the basic audience label;
and dynamically optimizing the basic audience tag according to the advertisement matching and launching effect feedback.
As a further improvement of the present invention, the establishment of the discrimination database in the matching of the first application in the first application sequence table and the discrimination database includes the following steps:
acquiring a second application program list, a second application program magnitude and a second application program classification which are installed in the advertisement putting area;
classifying the second applications in the second application list into seed applications and attack applications based on the user characteristic correlations according to the second application magnitude and the second application classification,
and scoring the seed application programs and the attack assisting application programs to obtain a seed application discrimination or attack assisting application discrimination database corresponding to each second application program.
As a further refinement of the invention, the user characteristics include user gender, age, and user preferences.
As a further improvement of the present invention, matching the first application program in the first application program sequence list with the discrimination degree database specifically includes:
matching the first application program with the second application program, dividing the first application program into a seed application program and an attack assisting application program, and acquiring corresponding seed application discrimination and attack assisting application discrimination;
and calculating the audience basic label discrimination of the user through the weighting processing of the seed application discrimination and the attack application discrimination.
As a further improvement of the invention, the audience basic label discrimination + a + b + clinical discrimination is seed application discrimination;
wherein, a is a weight coefficient of the attack application discrimination, b is a weight coefficient of the clinical discrimination, the clinical discrimination is a feedback value of the actual delivery effect discrimination, and an initial value of the clinical discrimination is 0.
As a further improvement of the present invention, the dynamically tuning the basic audience tag according to the advertisement matching placement effect feedback specifically comprises:
after the advertisements are matched and put for a period of time, the clinical discrimination is fed back according to the effect of the advertisement click rate, and the audience basic label discrimination is updated through the adjustment of the clinical discrimination.
As a further improvement of the present invention, the effect feedback clinical differentiation according to the advertisement click rate specifically includes:
performing contrast test, after the advertisement putting time is selected, putting the reference group without using the user preference feature tag, putting the test group by using the user preference feature tag, and taking a positive value of the clinical discrimination if the click rate is improved based on the putting click rate; if the click is decreased, the clinical score takes a negative value.
An online advertising base audience tag construction system comprising:
the system comprises an acquisition module, a processing module and a display module, wherein the acquisition module is used for acquiring a first application program sequence table installed on a user terminal;
the building module is used for matching the first application program in the first application program sequence list with a distinguishing degree database to obtain the distinguishing degree of the first application program, and building a basic audience label through the distinguishing degree;
the delivery module is used for performing advertisement matching delivery according to the basic audience label;
and the tuning module is used for dynamically tuning the basic audience tags according to the advertisement matching and launching effect feedback.
An electronic device comprising a memory, a processor, and a computer program stored in the memory and executable on the processor, the processor implementing the steps of the online advertising base audience tag construction method when executing the computer program.
A computer-readable storage medium, storing a computer program which, when executed by a processor, implements the steps of the online advertising base audience tag construction method.
The invention has the beneficial effects that:
according to the method and the system, the basic audience tag of the user is constructed by acquiring the mobile phone application list of the user and based on the characteristic description of the application by the discrimination, the practical accuracy of the tag is optimized through the actual advertisement activity, and the practicability of the audience tag is improved. The label generation difficulty is low, the label generation method is based on statistical calculation and actual effect, and the label accuracy is adjusted.
Drawings
FIG. 1 is a flowchart of a method for constructing an audience tag based on online advertisements according to an embodiment of the present invention;
FIG. 2 is a flowchart of a method for establishing a discriminative power database according to an embodiment of the present invention;
FIG. 3 is a flowchart of a method for matching a first application with a discriminative power database according to an embodiment of the present invention;
FIG. 4 is a schematic diagram of an online advertising base audience tag construction system;
fig. 5 is a schematic structural diagram of an electronic device.
Detailed Description
The technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
For the convenience of clearly describing the technical solutions of the embodiments of the present invention, in the embodiments of the present invention, the words "first", "second", and the like are used to distinguish the same items or similar items with basically the same functions or actions, and those skilled in the art can understand that the words "first", "second", and the like do not limit the quantity and execution order.
The term "and/or" herein is merely an association describing an associated object, meaning that three relationships may exist, e.g., a and/or B, may mean: a exists alone, A and B exist simultaneously, and B exists alone. In addition, the character "/" herein generally indicates that the former and latter related objects are in an "or" relationship.
The term "comprises/comprising" when used herein refers to the presence of a feature, element or component, but does not preclude the presence or addition of one or more other features, elements or components.
The present invention will be described in further detail with reference to the accompanying drawings and examples. The examples are given solely for the purpose of illustration and are not intended to limit the scope of the invention.
As shown in FIG. 1, the invention provides a method for constructing a tag of an online advertisement basic audience, which is a method for constructing tags of user gender, age and user preference, and realizes dynamic tuning of the tags through advertisement activities.
The method comprises the following steps:
acquiring a first application program sequence list installed on a user terminal;
matching the first application program in the first application program sequence list with a discrimination database to obtain the discrimination of the first application program, and constructing a basic audience tag through the discrimination;
performing advertisement matching and putting according to the basic audience label;
and dynamically optimizing the basic audience tag according to the advertisement matching and launching effect feedback.
The user terminal described in the present application includes, but is not limited to, a mobile phone, a tablet computer, or other electronic devices.
Compared with the prior art, the method and the system construct the basic audience label of the user through the characteristic description of the application based on the discrimination, and perform the practical accuracy optimization of the label through the actual advertisement activity, thereby improving the practicability of the audience label.
The establishing of the discrimination database needs to be performed in advance, as shown in fig. 2, which includes the following steps:
acquiring a second application program list, a second application program magnitude and a second application program classification which are installed in the advertisement putting area;
classifying the second applications in the second application list into seed applications and attack applications based on the user characteristic correlations according to the second application magnitude and the second application classification,
and scoring the seed application programs and the attack assisting application programs to obtain a seed application discrimination or attack assisting application discrimination database corresponding to each second application program.
Illustratively, the establishing of the discrimination database includes the following steps:
step 1, acquiring a user installation application app (application program) list of a target release country/region according to specific release activities;
for example, if the country/region of the release is india, a head data service provider which can provide indian mobile phone users on the market is found to obtain an indian user installation list.
Step 2, the data service providers or the app levels and classifications of the countries/regions are passed;
with the head data facilitator as above, the app magnitude is user only, and the available collection application leaderboards can be (periodically) obtained. Regularly classifying the apps according to the Top100 apps and the public app classification information; public app classification information is obtained.
Such as game APP, is subdivided into role-playing.
And 3, classifying and applying the seeds according to gender and age based on social activity common knowledge, and selecting the seeds for application.
Apps with a high degree of distinction for gender and age. For example, when gender is determined, the app of the physiological period class has a larger discrimination for identifying gender women;
drafting gender and age discrimination of app of Top 100; finding apps of Top10 in a particular segment domain in a segmented category based on social wisdom; for gene-F and gene-M; age-school, age-college, age-work; age-unmarried, seeds were teased out for seed applications.
Step 4, based on social investigation of the target area, performing discrimination and scoring on the app to obtain seed application discrimination;
forming seed application by the 2 sources, and carrying out differentiation and scoring based on social common knowledge, wherein the scoring is from [0.5,1], and 1 indicates that the current seed application has large differentiation degree on the current label value;
step 5, applying apps based on seeds in the set unit of the mobile phone list, giving other apps as attack assisting applications, and grading attack assisting discrimination degrees based on gender and age to obtain attack assisting application discrimination degrees; and establishing a discrimination database.
Counting the attack assisting discrimination of each type of other apps based on a set unit of the mobile phone list, scoring from [0.5,1], wherein the attack assisting discrimination takes the maximum value of seed application discrimination in the apps;
the user characteristics include user gender, age, and user preferences.
As shown in fig. 3, matching the first application program in the first application program sequence list with the discrimination database specifically includes:
matching the first application program with the second application program, dividing the first application program into a seed application program and an attack assisting application program, and acquiring corresponding seed application discrimination and attack assisting application discrimination;
and calculating the audience basic label discrimination of the user through the weighting processing of the seed application discrimination and the attack application discrimination.
The method for calculating the difference between the preferred audience basic labels comprises the following steps:
audience basic label discrimination + seed application discrimination + attack application discrimination + b clinical discrimination; wherein, a is a weight coefficient of the attack application discrimination, b is a weight coefficient of the clinical discrimination, the clinical discrimination is a feedback value of the actual delivery effect discrimination, and an initial value of the clinical discrimination is 0.
Exemplarily, the specific steps are as follows:
step 6, matching apps on the mobile phone of the user based on a discrimination database to obtain application discrimination and attack-assisting application discrimination, and counting audience basic label discrimination of the user;
audience base tag discrimination + seed application discrimination +0.01 × attack application discrimination +0.25 × clinical discrimination.
Clinical discrimination, feedback value of actual delivery effect discrimination. The initial value of the clinical discrimination was 0.
As a detailed description, the embodiment of the present invention provides a method for dynamically tuning a basic audience tag according to advertisement matching placement effect feedback, specifically including:
after the advertisements are matched and put for a period of time, the clinical discrimination is fed back according to the effect of the advertisement click rate, and the audience basic label discrimination is updated through the adjustment of the clinical discrimination. The effect feedback clinical discrimination according to the advertisement click rate specifically includes:
performing contrast test, after the advertisement putting time is selected, putting the reference group without using the user preference feature tag, putting the test group by using the user preference feature tag, and taking a positive value of the clinical discrimination if the click rate is improved based on the putting click rate; if the click is decreased, the clinical score takes a negative value.
Exemplarily, the specific steps are as follows:
and 7, performing advertisement bidding activities according to the marked labels, selecting a specific period of time, and feeding back the actual discrimination of the audience labels according to the effect of the advertisement click rate.
Performing AB test, selecting 2 weeks to-4 weeks, putting the reference group without using a label, putting the test group by using the label, and scoring the clinical discrimination from [ -1,1] based on the putting click rate, wherein if the click rate is increased by 10 x%, actually differentiating +0.1 x; if the click is decreased by 10 x%, the actual segmentation is-0.1 x.
The process of the present invention is illustrated below with a specific example.
Assuming that the indian area is launched, the a users (app1-com.
Label strength of gene-F of app 2-org.igymedia.perioddtracker, app 3-com.etro)
1) Obtaining a list of user installed applications for the Indian market
pkg1
pkg2
pkg3
...
pkg1000000
2) Obtaining the app magnitude and classification of the country/region through the data service provider
pkg1 999999999game-rpg
pkg2 888888888eCommerce
pkg3 777777777tools
...
pkg100 11111111game-slg
3) Top100 application and gene-F subdivision screening circle seed selection application based on social activity common sense
pkg
pkg1
pkg2
pkg3
...
pkg100
pkg101
pkg102
pkg103
...
pkg110
4) Social investigation based on target area, and scoring of app differentiation
pkg gender-F
pkg1 0.6
pkg2 0.5
pkg3 0.5
...
pkg100 0.6
pkg101 1
pkg102 0.9
pkg103 0.9
...
pkg110 0.8
5) Based on the set unit of the mobile phone list, the attack assisting discrimination of other apps under the faces-F is calculated through the seed application apps
The mobile phone of the user A is provided with 2 seed applications of app 1-com.porularphosp and app 2-org.igymedia.perioddtracker, and the discrimination degrees of the seeds to the seeds-F are 0.9 and 0.9 respectively;
the attack area division of app3-com.eterno is max (0.9 ) ═ 0.9; and calculating the generator-F attack-assisting discrimination of a series of apps 3-com.etrno based on the apps 3-com.etrno in the list unit of other user mobile phones, and calculating the average value to obtain 0.68
6) Counting the strength of the user's maker-F label based on the discrimination and attack-assisting discrimination of the app on the mobile phone
Then user A's maker-F base label differentiation:
＝0.9*1+0.9*1+0.01*0.68+0.25*0＝1.8068
7) and carrying out advertisement bidding activity according to the marked label maker-F, testing the underwear zivame of the female, selecting 2week, and carrying out AB testing and releasing, wherein the click rate is improved by 79 percent to 7.9 by 10 percent.
The user a's generator-F updates 0.9 + 1+0.9 + 1.01 + 0.68+0.25 + 7.9-3.7818.
As shown in fig. 4, another objective of the present invention is to provide an online advertisement basic audience tag construction system, which includes:
the system comprises an acquisition module, a processing module and a display module, wherein the acquisition module is used for acquiring a first application program sequence table installed on a user terminal;
the building module is used for matching the first application program in the first application program sequence list with a distinguishing degree database to obtain the distinguishing degree of the first application program, and building a basic audience label through the distinguishing degree;
the delivery module is used for performing advertisement matching delivery according to the basic audience label;
and the tuning module is used for dynamically tuning the basic audience tags according to the advertisement matching and launching effect feedback.
A third object of the present invention is to provide an electronic device, as shown in fig. 5, including a memory, a processor and a computer program stored in the memory and running on the processor, wherein the processor implements the steps of the online advertising basic audience tag construction method when executing the computer program.
A fourth object of the present invention is to provide a computer-readable storage medium, which stores a computer program, which, when being executed by a processor, implements the steps of the method for constructing an online advertising base audience tag.
As will be appreciated by one skilled in the art, embodiments of the present invention may be provided as a method, system, or computer program product. Accordingly, the present invention may take the form of an entirely hardware embodiment, an entirely software embodiment or an embodiment combining software and hardware aspects. Furthermore, the present invention 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 invention is described with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the invention. 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.
Finally, it should be noted that: the above embodiments are only for illustrating the technical solutions of the present invention and not for limiting the same, and although the present invention is described in detail with reference to the above embodiments, those of ordinary skill in the art should understand that: modifications and equivalents may be made to the embodiments of the invention without departing from the spirit and scope of the invention, which is to be covered by the claims.
Claims (10)
1. A method for constructing an online advertisement basic audience tag is characterized by comprising the following steps:
acquiring a first application program sequence list installed on a user terminal;
matching the first application program in the first application program sequence list with a discrimination database to obtain the discrimination of the first application program, and constructing a basic audience tag through the discrimination;
performing advertisement matching and putting according to the basic audience label;
and dynamically optimizing the basic audience tag according to the advertisement matching and launching effect feedback.
2. The method of claim 1,
the establishment of the discrimination database in the matching of the first application program in the first application program sequence table and the discrimination database comprises the following steps:
acquiring a second application program list, a second application program magnitude and a second application program classification which are installed in the advertisement putting area;
classifying the second applications in the second application list into seed applications and attack applications based on the user characteristic correlations according to the second application magnitude and the second application classification,
and scoring the seed application programs and the attack assisting application programs to obtain a seed application discrimination or attack assisting application discrimination database corresponding to each second application program.
3. The method of claim 2,
the user characteristics include user gender, age, and user preferences.
4. The method of claim 2,
matching the first application program in the first application program sequence list with the discrimination database specifically comprises:
matching the first application program with the second application program, dividing the first application program into a seed application program and an attack assisting application program, and acquiring corresponding seed application discrimination and attack assisting application discrimination;
and calculating the audience basic label discrimination of the user through the weighting processing of the seed application discrimination and the attack application discrimination.
5. The method of claim 4,
audience basic label discrimination + seed application discrimination + attack application discrimination + b clinical discrimination;
wherein, a is a weight coefficient of the attack application discrimination, b is a weight coefficient of the clinical discrimination, the clinical discrimination is a feedback value of the actual delivery effect discrimination, and an initial value of the clinical discrimination is 0.
6. The method of claim 5,
the dynamic tuning of the basic audience tag according to the advertisement matching delivery effect feedback specifically comprises:
after the advertisements are matched and put for a period of time, the clinical discrimination is fed back according to the effect of the advertisement click rate, and the audience basic label discrimination is updated through the adjustment of the clinical discrimination.
7. The method of claim 6,
the effect feedback clinical discrimination according to the advertisement click rate specifically includes:
performing contrast test, after the advertisement putting time is selected, putting the reference group without using the user preference feature tag, putting the test group by using the user preference feature tag, and taking a positive value of the clinical discrimination if the click rate is improved based on the putting click rate; if the click is decreased, the clinical score takes a negative value.
8. An online advertising base audience tag construction system, comprising:
the system comprises an acquisition module, a processing module and a display module, wherein the acquisition module is used for acquiring a first application program sequence table installed on a user terminal;
the building module is used for matching the first application program in the first application program sequence list with a distinguishing degree database to obtain the distinguishing degree of the first application program, and building a basic audience label through the distinguishing degree;
the delivery module is used for performing advertisement matching delivery according to the basic audience label;
and the tuning module is used for dynamically tuning the basic audience tags according to the advertisement matching and launching effect feedback.
9. An electronic device comprising a memory, a processor and a computer program stored in the memory and executable on the processor, the processor implementing the steps of the online advertising base audience tag construction method of any of claims 1-7 when executing the computer program.
10. A computer-readable storage medium, storing a computer program which, when executed by a processor, performs the steps of the method for constructing an online advertising base audience tag of any of claims 1-7.
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