CN113298568A - Method and device for delivering advertisements - Google Patents
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Abstract
The application discloses a method and a device for advertising. One embodiment of the method comprises: determining user portrayal information of each user in the user set and media portrayal information of each advertising media in the advertising media set; determining a target object category suitable for the advertisement of each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information; and for each advertisement medium in the advertisement medium set, determining the target item category corresponding to the advertisement medium as the to-be-advertised user of the new item category, and advertising the items under the target item category to the to-be-advertised user. The application provides a method for advertising, which improves the pertinence of advertising and improves the category updating effect.
Description
Technical Field
The embodiment of the application relates to the technical field of computers, in particular to a method and a device for delivering advertisements.
Background
The category updating means that new users are attracted under the commodity category, and the category updating has a very important effect on daily active user quantity and category growth of each e-commerce. In the e-commerce field, each e-commerce platform generally performs category updating by means of CPA (Cost Per activity), CPS (Cost Per sale), and the like. In the CPA mode, the advertisement media brings the account registration, activation and other behaviors of the new user to the e-commerce platform, namely, the advertisement media are effective advertisements, and advertisers need to pay for the advertisement media. Under the CPS mode, the advertisement media bring the consumption behavior of the user to the e-commerce platform, namely, the advertisement media are effective advertisements. Advertisement putting is carried out based on CPA or CPS and other commercial conventional commercial cooperation means, single-item or activity advertisement putting is often carried out through a head advertisement medium, adjustment of advertisement putting is carried out according to the category updating effect of each single-item or activity, and finally the category updating target is achieved through a commodity or activity rotation mode.
Disclosure of Invention
The embodiment of the application provides a method and a device for delivering advertisements.
In a first aspect, an embodiment of the present application provides a method for delivering an advertisement, including: determining user portrayal information of each user in the user set and media portrayal information of each advertising media in the advertising media set; determining a target object category suitable for the advertisement of each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information; and for each advertisement medium in the advertisement medium set, determining the target item category corresponding to the advertisement medium as the to-be-advertised user of the new item category, and advertising the items under the target item category to the to-be-advertised user.
In some embodiments, the determining a target item category for each of the advertising mediums in the set of advertising mediums suitable for advertising based on the user representation information and the media representation information comprises: determining a first score of each item category related to each advertising medium according to the media portrait information of each advertising medium, wherein the same item category corresponds to the first score of each advertising medium and is used for representing the ranking information of the proportion of orders placed in the item category related to each advertising medium; counting to obtain a representative population of each item category related to each advertisement medium, and determining a second score of each item category related to each advertisement medium, wherein the same item category corresponds to the second score of each advertisement medium and is used for representing ranking information of the occupation ratio of the representative population of the item category related to each advertisement medium; determining a third score of each article category related to each advertising medium according to the related representative population of each article category, wherein the same article category corresponds to the third score of each advertising medium and is used for representing the ranking information of the proportion of the related representative population of the article category related to each advertising medium, and the related representative population is the representative population of the related category of the article category; and determining the target item category of each advertisement medium suitable for the advertisement according to the first score, the second score and the third score of each advertisement medium corresponding to the same item category.
In some embodiments, the advertising of the item under the category of the target item to the user to be advertised includes: determining the matching degree between a plurality of object categories in the target object categories and the user to be advertised; and advertising the articles in the plurality of article categories to the user to be advertised according to the matching degree.
In some embodiments, the determining the matching degree between the plurality of item categories in the target item category and the user to be advertised includes: determining first behavior data of a user to be advertised under each item category and second behavior data under the associated category of each item category; and determining the matching degree between a plurality of object categories in the target object categories and the user to be advertised according to the first behavior data and the second behavior data of the user to be advertised.
In some embodiments, the determining user representation information for each user in the set of users comprises: and according to the user data acquired from the e-commerce platform, determining the new item category of each user which has not placed a bill, a behavior tag representing the behavior characteristics of the user on the e-commerce platform and an attribute tag representing the attribute information of the user on the e-commerce platform, and obtaining the user portrait information of each user.
In some embodiments, determining media representation information for each of a set of advertising media includes: for each advertising medium in the set of advertising media, performing the following operations: according to the acquired data of the advertising media, determining the correlation information between the advertising media and the users of the orders attracted by the advertising media, and the proportion information of the orders attracted by the advertising media and placed in each item category; and determining the media label of the advertising media according to the behavior label and the attribute label of the user having the associated information with the advertising media.
In some embodiments, the statistically deriving a representative population for each category of objects involved in each advertising medium includes: for each advertising medium in the advertising medium set, determining an item category and an attribute label of a user corresponding to each order attracted by the advertising medium; and counting the item categories and the attribute labels of the users corresponding to each order attracted by each advertising medium, and determining the representative population of each item category related to each advertising medium.
In a second aspect, an embodiment of the present application provides an apparatus for delivering an advertisement, including: a first determination unit configured to determine user portrayal information of each user in the set of users and media portrayal information of each advertising media in the set of advertising media; a second determining unit configured to determine a target item category for each advertising medium in the set of advertising media suitable for advertising based on the user representation information and the media representation information; and the advertising unit is configured to determine an object to be advertised by taking the target object category corresponding to the advertising medium as a new object category for each advertising medium in the advertising medium set, and advertise the object under the target object category to the object to be advertised.
In some embodiments, the second determining unit is further configured to: determining a first score of each item category related to each advertising medium according to the media portrait information of each advertising medium, wherein the same item category corresponds to the first score of each advertising medium and is used for representing the ranking information of the proportion of orders placed in the item category related to each advertising medium; counting to obtain a representative population of each item category related to each advertisement medium, and determining a second score of each item category related to each advertisement medium, wherein the same item category corresponds to the second score of each advertisement medium and is used for representing ranking information of the occupation ratio of the representative population of the item category related to each advertisement medium; determining a third score of each article category related to each advertising medium according to the related representative population of each article category, wherein the same article category corresponds to the third score of each advertising medium and is used for representing the ranking information of the proportion of the related representative population of the article category related to each advertising medium, and the related representative population is the representative population of the related category of the article category; and determining the target item category of each advertisement medium suitable for the advertisement according to the first score, the second score and the third score of each advertisement medium corresponding to the same item category.
In some embodiments, the second determining unit is further configured to: determining the matching degree between a plurality of object categories in the target object categories and the user to be advertised; and advertising the articles in the plurality of article categories to the user to be advertised according to the matching degree.
In some embodiments, the second determining unit is further configured to: determining first behavior data of a user to be advertised under each item category and second behavior data under the associated category of each item category; and determining the matching degree between a plurality of object categories in the target object categories and the user to be advertised according to the first behavior data and the second behavior data of the user to be advertised.
In some embodiments, the first determining unit is further configured to: and according to the user data acquired from the e-commerce platform, determining the new item category of each user which has not placed a bill, a behavior tag representing the behavior characteristics of the user on the e-commerce platform and an attribute tag representing the attribute information of the user on the e-commerce platform, and obtaining the user portrait information of each user.
In some embodiments, the first determining unit is further configured to: for each advertising medium in the set of advertising media, performing the following operations: according to the acquired data of the advertising media, determining the correlation information between the advertising media and the users of the orders attracted by the advertising media, and the proportion information of the orders attracted by the advertising media and placed in each item category; and determining the media label of the advertising media according to the behavior label and the attribute label of the user having the associated information with the advertising media.
In some embodiments, the second determining unit is further configured to: for each advertising medium in the advertising medium set, determining an item category and an attribute label of a user corresponding to each order attracted by the advertising medium; and counting the item categories and the attribute labels of the users corresponding to each order attracted by each advertising medium, and determining the representative population of each item category related to each advertising medium.
In a third aspect, the present application provides a computer-readable medium, on which a computer program is stored, where the program, when executed by a processor, implements the method as described in any implementation manner of the first aspect.
In a fourth aspect, an embodiment of the present application provides an electronic device, including: one or more processors; a storage device having one or more programs stored thereon, which when executed by one or more processors, cause the one or more processors to implement a method as described in any implementation of the first aspect.
The method and the device for delivering the advertisement, provided by the embodiment of the application, are characterized in that the user portrait information of each user in the user set and the media portrait information of each advertisement media in the advertisement media set are determined; determining a target object category suitable for the advertisement of each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information; for each advertisement medium in the advertisement medium set, the target object category corresponding to the advertisement medium is determined as the to-be-advertised user of the new object category, and the object under the target object category is advertised to the to-be-advertised user, so that the method for delivering the advertisement is provided, the pertinence of advertisement delivery is improved, and the category update effect is improved.
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Other features, objects and advantages of the present application will become more apparent upon reading of the following detailed description of non-limiting embodiments thereof, made with reference to the accompanying drawings in which:
FIG. 1 is an exemplary system architecture diagram in which one embodiment of the present application may be applied;
FIG. 2 is a flow diagram of one embodiment of a method for placing advertisements in accordance with the present application;
fig. 3 is a schematic diagram of an application scenario of the method for delivering advertisements according to the present embodiment;
FIG. 4 is a flow diagram of yet another embodiment of a method for placing advertisements in accordance with the present application;
FIG. 5 is a block diagram of one embodiment of an apparatus for placing advertisements in accordance with the present application;
FIG. 6 is a block diagram of a computer system suitable for use in implementing embodiments of the present application.
Detailed Description
The present application will be described in further detail with reference to the following drawings and examples. It is to be understood that the specific embodiments described herein are merely illustrative of the relevant invention and not restrictive of the invention. It should be noted that, for convenience of description, only the portions related to the related invention are shown in the drawings.
It should be noted that the embodiments and features of the embodiments in the present application may be combined with each other without conflict. The present application will be described in detail below with reference to the embodiments with reference to the attached drawings.
Fig. 1 illustrates an exemplary architecture 100 to which the methods and apparatus for advertising of the present application may be applied.
As shown in fig. 1, the system architecture 100 may include terminal devices 101, 102, 103, a network 104, and a server 105. The communication connections between the terminal devices 101, 102, 103 form a topological network, and the network 104 serves to provide a medium for communication links between the terminal devices 101, 102, 103 and the server 105. Network 104 may include various connection types, such as wired, wireless communication links, or fiber optic cables, to name a few.
The terminal devices 101, 102, 103 may be hardware devices or software that support network connections for data interaction and data processing. When the terminal devices 101, 102, 103 are hardware, they may be various electronic devices supporting network connection, information acquisition, interaction, display, processing, and the like, including but not limited to smart phones, tablet computers, e-book readers, laptop portable computers, desktop computers, and the like. When the terminal apparatuses 101, 102, 103 are software, they can be installed in the electronic apparatuses listed above. It may be implemented, for example, as multiple software or software modules to provide distributed services, or as a single software or software module. And is not particularly limited herein.
The server 105 may be a server providing various services, for example, a background server that obtains video viewing requests generated by the users through the terminal devices 101, 102, and 103 and plays videos. The background server may present advertisements characterizing the item to the user through the terminal device. As an example, the server 105 may be a cloud server.
The server may be hardware or software. When the server is hardware, it may be implemented as a distributed server cluster formed by multiple servers, or may be implemented as a single server. When the server is software, it may be implemented as multiple pieces of software or software modules (e.g., software or software modules used to provide distributed services), or as a single piece of software or software module. And is not particularly limited herein.
It should be further noted that the method for delivering advertisements provided by the embodiments of the present application may be executed by a server, a terminal device, or a server and a terminal device in cooperation with each other. Accordingly, each part (for example, each unit) included in the apparatus for delivering the advertisement may be entirely disposed in the server, may be entirely disposed in the terminal device, and may be disposed in the server and the terminal device, respectively.
It should be understood that the number of terminal devices, networks, and servers in fig. 1 is merely illustrative. There may be any number of terminal devices, networks, and servers, as desired for implementation. The system architecture may only include the electronic device (e.g., server or terminal device) on which the method for delivering advertisements is run, as the electronic device on which the method for delivering advertisements is run does not require data transfer with other electronic devices.
With continued reference to FIG. 2, a flow 200 of one embodiment of a method for delivering advertisements is shown, comprising the steps of:
in step 201, user portrayal information for each user in the user collection and media portrayal information for each advertising medium in the advertising medium collection are determined.
In this embodiment, an executing entity (e.g., a server in fig. 1) of the method for delivering advertisements may determine user portrayal information for each user in a set of users and media portrayal information for each advertising medium in a set of advertising media.
In this embodiment, the users in the user set are users in the e-commerce platform. The execution subject can obtain user data in the e-commerce platform. The user data may be multi-dimensional user data related to the e-commerce platform, including but not limited to attribute information of a user when the user registers an account on the e-commerce platform, and behavior information generated by the user during operations such as browsing and ordering on the e-commerce platform. The execution agent may generate user representation information for each user in the set of users based on the user data for that user.
In some optional implementation manners of this embodiment, the execution subject may determine, according to the user data acquired from the e-commerce platform, a new item category that each user has not made a sheet, a behavior tag representing a behavior characteristic of the user on the e-commerce platform, and an attribute tag representing attribute information of the user on the e-commerce platform, to obtain user portrait information of each user.
By way of example, the execution subject may construct the behavior tag of the user mainly from three dimensions of item category, behavior type and behavior time. For example, if the user king purchased an item with the item category "mobile phone" 1 day ago, the "king" behavior tag is ("mobile phone", "purchase", "1 day ago").
The advertisement media in the advertisement media set can be a platform which has a cooperative relationship with the e-commerce platform and takes over the advertisement service of the e-commerce platform. As an example, the advertisement media may be a short video platform, which supports the advertisement service of the e-commerce platform, and delivers the advertisement characterizing the goods of the e-commerce platform to the user during the process of watching the short video.
The media representation information of the advertisement medium may be generated based on the representation information of the user to whom the advertisement medium is attracted by the delivered advertisement. For example, for each advertisement medium, the execution subject may count a user tag and an attribute tag of a user attracted to the advertisement medium by the delivered advertisement, and use the obtained statistical information as the media portrait information of the advertisement medium.
In some optional implementations of the embodiment, for each advertisement media in the advertisement media set, the executing entity performs the following operations: firstly, according to the acquired data of the advertising media, determining the correlation information between the advertising media and the user to which the order attracted by the advertising media belongs, and the proportion information of the order attracted by the advertising media and placed by each item category; then, according to the behavior tag and the attribute tag of the user having the associated information with the advertising media, the media tag of the advertising media is determined.
As an example, the execution principal may establish a mapping relationship between a user ID (Identity Document) of the user and a media ID of the advertisement media, through which the mapping relationship is aggregated
userPairSet＝{(A，B，W)k|0<k≤K}
The number of associated groups (A, B, W) of media IDs with associated information and user IDs is characterized. A is a media ID, B is a user ID of the E-commerce platform, W is the time which is closest to the current time and used for establishing the association information between the media ID and the user ID, and K represents the number of the association groups. For example, if a user clicks an advertisement link played in the short video platform and orders a commodity represented by the advertisement link, the user is considered to be associated with the short video platform.
The executing agent may determine the proportion information of the order placed for each item category, which is attracted by each advertising medium, by the following formula:
where y is the order quantity for a particular item category and Σ y is the total number of orders for all item categories involved in a particular advertising medium.
The executing agent may characterize the media tag of the advertising media in the form of a score determined by the following formula:
where x is the number of users under a specific user tag (including a behavior tag and an attribute tag), and Σ x is the total number of users under the user tag of the category. For example, if there are 100 users under the advertisement media a, wherein there are 60 users under the male tag and 40 users under the female tag, the gender of the advertisement media a is classified as { 0.6 for male-60/100 and 0.4 for female-40/100 }.
In this embodiment, the execution subject may determine a target item category suitable for the advertisement for each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information.
As an example, the execution subject may determine, according to the media image information of the advertisement media, orders attracted by the delivered advertisements of the advertisement media, and count item categories to which each order belongs; and further determining the object categories with more order numbers obtained by statistics as the target object categories of the advertisement media.
As another example, the executing entity may determine the user image information of the user according to the media image information of the advertisement media, perform statistical analysis on the user image information of all the users, determine the main user group of the advertisement media and the item category with a large number of orders placed by the main user group, and determine the item category with a large number of orders placed as the target item category of the advertisement media suitable for advertisement.
In some optional implementations of this embodiment, the executing main body may execute the step 202 by:
first, a first score value for each item type related to each advertisement medium is determined based on the media representation information of each advertisement medium.
The same item category corresponds to the first score of each advertising medium and is used for representing the ranking information of the proportion of orders placed in the item category related to each advertising medium.
As an example, for each category of items, determining a percentage of orders placed for the category of items to which each advertising medium relates; then, based on the ratio of the order of the item category, ranking the advertising media, and determining the ranking position of the advertising media under the item category, wherein the ranking position can be represented by a ranking sequence number, and the first score of each advertising media under the category is determined by the following formula:
where z represents the rank position of the advertising medium under the category of the item.
Secondly, the representative population of each item category related to each advertising medium is obtained through statistics, and a second score of each item category related to each advertising medium is determined.
And the same item category corresponds to a second score of each advertising medium and is used for representing the ranking information of the occupation ratio of the representative population of the item category related to each advertising medium.
In this implementation, according to the media portrait information of the advertisement media, the user corresponding to the order placed by each item category related to the advertisement media can be determined, and the user portrait information of the user in the same item category is statistically analyzed to determine the representative population of each item category. For example, the users under each item category are classified based on the attribute information, and the group under the classification with the largest number is determined as the representative group of the item category.
The executive body firstly determines the percentage of the representative population under the item category related to each advertisement media; then, based on the percentage of the representative population of the item category, ranking the advertising media, determining the ranking position of the advertising media under the item category, wherein the ranking position can be represented by a ranking sequence number, and determining a second score of each advertising media under the item category through a calculation formula such as a first score.
In some optional implementations of the embodiment, the executing entity may determine the representative population of the object class by: firstly, determining an article category and an attribute label of a user corresponding to each order attracted by each advertising medium for each advertising medium in an advertising medium set; then, the item categories and the attribute labels of the users corresponding to each order attracted by each advertising medium are counted, and the representative population of each item category related to each advertising medium is determined.
The orders attracted by the advertising media characterize the orders that the user purchases based on the advertising media placed advertisement triggering the purchase link of the item. As an example, the item category of the order and the attribute tag information of the user are as follows: ("woman dress", "man", "order 1", "20-30 years"), ("woman dress", "woman", "order 2", "20-30 years"), ("woman dress", "woman", "order 3", "20-30 years"), ("woman dress", "woman", "order 4", "30-40 years"), ("woman dress", "woman", "order 5", "30-40 years"), ("woman dress", "woman", "order 6", "20-30 years"), ("woman dress", "woman", "order 7", "20-30 years"). Wherein, 4 orders (namely the maximum order quantity) with the user label of "woman" and "20-30 years" are found through statistics, and the population characterized by the combined label of "woman" and "20-30 years" is taken as the representative population of the category of "women's clothing".
Third, a third score for each of the categories of items to which each of the advertising mediums relates is determined based on the relevant representative population for each of the categories of items.
And the same item category corresponds to the third score of each advertisement medium and is used for representing the ranking information of the proportion of the related representative population of the item category related to each advertisement medium, and the related representative population is the representative population of the related category of the item category.
In this implementation manner, the execution subject may determine the association degree between the item categories based on analysis of operation data of browsing, clicking, placing an order, and the like of a user of the e-commerce platform, and determine the item category of which the association degree is greater than a preset threshold as the association category.
The executive body firstly determines the proportion of the representative population (namely the related representative population) under the associated category of the item category related to each advertising media; then, based on the percentage of the related representative population of the item category, ranking the advertising media, determining the ranking position of the advertising media under the item category, wherein the ranking position can be represented by a ranking sequence number, and determining a third score of each advertising media under the category through a calculation formula such as the first score.
Fourthly, according to the first score, the second score and the third score of each advertisement medium corresponding to the same article category, a target article category suitable for the advertisement of each advertisement medium is determined.
By way of example, the executing entity may perform a weighted average of the first score, the second score, and the third score of the advertising medium, and determine a target item category for the advertising medium to be suitable for the advertisement according to the weighted average of the scores. For example, for each advertisement medium, the weighted average scores corresponding to each item category under the advertisement medium are sorted, and a plurality of item categories sorted at the top are determined as the target item categories.
In this embodiment, the executing entity may determine, for each advertisement medium in the advertisement medium set, the target item category corresponding to the advertisement medium as the to-be-advertised user of the new item category, and advertise the item under the target item category to the to-be-advertised user.
The new item category characterizes the item categories for which the user has not placed a order. The execution body can determine the new item category of the user according to the user portrait information of the user.
As an example, for each advertising medium in the set of advertising media, after determining the target item category corresponding to the advertising medium as the new item category to be advertised to the user, a plurality of items under the target item category may be randomly determined and advertised to the user to be advertised to the plurality of items under the target item category.
As still another example, the execution body described above may also incorporate sales target information about the goods under the item category to aim at advertising goods whose sales targets are not completed under the target item category, to achieve the sales targets early.
In some optional implementations of this embodiment, the executing entity may advertise the item under the category of the target item to the user to be advertised by:
first, the matching degree between a plurality of object categories in the target object categories and the user to be advertised is determined.
In this implementation, although the target item category is a new item category of the user to be advertised, the above implementation may determine matching degrees between a plurality of item categories in the target item category and the user to be advertised according to the association information between the item categories. As an example, for each item category in the target item category, operation behavior data of browsing, clicking, placing an order and the like of the commodity of the user to be advertised under the associated category of the item category is determined, and the matching degree of the user to be advertised with the item category is determined. It can be understood that the more the operation behavior data of the user, such as browsing, clicking, placing an order, etc., of the goods under the associated category of the item category, the higher the matching degree of the user to be advertised with the item category.
Secondly, according to the matching degree, the user to be advertised is advertised with the objects in a plurality of object categories.
As an example, the executing body may sort each of the target item categories according to the matching degree, and advertise the items under the plurality of item categories to the user to be advertised according to the sorting information.
In some optional implementations of this embodiment, the executing body may execute the first step by:
firstly, determining first behavior data of a user to be advertised under each item category and second behavior data under the associated category of each item category; then, according to the first behavior data and the second behavior data of the user to be advertised, the matching degree between a plurality of object categories in the target object categories and the user to be advertised is determined.
The first behavior data and the second behavior data mainly comprise behavior data such as browsing, clicking, searching, purchasing and the like.
By way of example, the target article category includes a computer, a woman's clothing, a man's clothing, a cosmetic, a diaper, the associated category of the woman's clothing is a cosmetic, a diaper, the associated category of the computer is a cell phone, a man's clothing, and the associated category of the cosmetic is a diaper.
The first behavior data and the second behavior data of the user to be advertised are shown in the following table, where 1 indicates that there is a corresponding behavior, and 0 indicates that there is no corresponding behavior.
The weight characterization of the LR (Logistic Regression) algorithm represents the scoring weight of each feature information, and can be flexibly set according to the actual situation. As shown above, the weight V1 is (0.1, 0.23, 0.5, 0.4, 0.02, 0.11, 0.1, 0.24).
If the behavior vector of the user to be advertised in the computer category is V2 ═ 1, 0, 0, 0, 0, 0, 0, 0, and 0, then the matching score between the product in the computer category and the user to be advertised is: v1 × V2 ═ 0.1 × 1+0.23 × 0+0.5 × 0+0.4 × 0+0.02 × 0+0.11 × 0+0.1 × 0+0.24 ═ 0.1
By the above calculation method, the weights of the respective categories of commodities are calculated as (computer, 0.1), (women's clothes, 0.4), (men's clothes, 0.02), (cosmetics, 0.34), (panty-shape diapers, 0.26) in sequence, and finally, the following list < (women's clothes, 0.4), (cosmetics, 0.34), (panty-shape diapers, 0.26), (computer, 0.1), men's clothes, 0.02) > is obtained by sorting in descending order according to the matching degree score.
With continued reference to fig. 3, fig. 3 is a schematic diagram 300 of an application scenario of the method for delivering advertisements according to the present embodiment. In the application scenario of fig. 3, first, the server 301 determines user representation information of each user in a user set corresponding to the electric commodity station and media representation information of each advertising media in an advertising media set in which the electric commodity station performs advertising. Then, a target item category suitable for the advertisement of each advertisement medium in the advertisement medium set is determined according to the user portrait information and the media portrait information. The advertisement media set comprises advertisement media 302, 303 and 304, and the categories of the target objects corresponding to the advertisement media 302, 303 and 304 are (cosmetics, mother and baby), (men's clothing, mobile phone) and women's clothing in sequence. For the advertisement media 302, determining the to-be-advertised user who takes cosmetics and mother-and-baby categories corresponding to the advertisement media as new article categories, and advertising articles under the cosmetics and mother-and-baby categories to the to-be-advertised user; for the advertisement media 303, determining the male clothes and the mobile phone categories corresponding to the advertisement media as the users to be advertised of the new article categories, and advertising the articles under the male clothes and the mobile phone categories to the users to be advertised; for the advertisement media 304, the to-be-advertised user who takes the suit-dress category corresponding to the advertisement media as the new article category is determined, and the article under the suit-dress category is advertised to the to-be-advertised user.
The method provided by the above embodiment of the present application, by determining user portrait information of each user in a user set and media portrait information of each advertising media in an advertising media set; determining a target object category suitable for the advertisement of each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information; for each advertisement medium in the advertisement medium set, the target object category corresponding to the advertisement medium is determined as the to-be-advertised user of the new object category, and the object under the target object category is advertised to the to-be-advertised user, so that the method for delivering the advertisement is provided, the pertinence of advertisement delivery is improved, and the category update effect is improved.
With continuing reference to FIG. 4, an exemplary flow 400 of one embodiment of a method for placing advertisements in accordance with the present application is shown and includes the steps of:
step 401, according to the user data obtained from the e-commerce platform, determining a new item category that each user has not made a sheet, a behavior tag representing behavior characteristics of the user on the e-commerce platform, and an attribute tag representing attribute information of the user on the e-commerce platform, so as to obtain user portrait information of each user.
The same item category corresponds to the first score of each advertising medium and is used for representing the ranking information of the proportion of orders placed in the item category related to each advertising medium.
In step 404, the representative population of each item category related to each advertisement medium is obtained through statistics, and a second score of each item category related to each advertisement medium is determined.
And the same item category corresponds to a second score of each advertising medium and is used for representing the ranking information of the occupation ratio of the representative population of the item category related to each advertising medium.
And the same item category corresponds to the third score of each advertisement medium and is used for representing the ranking information of the proportion of the related representative population of the item category related to each advertisement medium, and the related representative population is the representative population of the related category of the item category.
In step 408, the matching degree between the multiple item categories in the target item category and the user to be advertised is determined.
As can be seen from this embodiment, compared with the embodiment corresponding to fig. 2, the flow 400 of the method for delivering an advertisement in this embodiment specifically illustrates a determination process of a target item category of each advertisement medium and a delivery process of an advertisement, so as to further improve the targeting and efficiency of advertisement delivery.
With continuing reference to fig. 5, as an implementation of the method shown in the above-mentioned figures, the present application provides an embodiment of an apparatus for delivering advertisements, where the embodiment of the apparatus corresponds to the embodiment of the method shown in fig. 2, and the apparatus may be applied to various electronic devices.
As shown in fig. 5, the apparatus for placing advertisements includes: a first determining unit 501 configured to determine user portrait information of each user in the user set and media portrait information of each advertising media in the advertising media set; a second determining unit 502 configured to determine a target item category for each advertising medium in the set of advertising media suitable for advertising based on the user representation information and the media representation information; the advertising unit 503 is configured to determine, for each advertising medium in the set of advertising media, the target item category corresponding to the advertising medium as the to-be-advertised user of the new item category, and advertise the item under the target item category to the to-be-advertised user.
In some optional implementations of this embodiment, the second determining unit 502 is further configured to: determining a first score of each item category related to each advertising medium according to the media portrait information of each advertising medium, wherein the same item category corresponds to the first score of each advertising medium and is used for representing the ranking information of the proportion of orders placed in the item category related to each advertising medium; counting to obtain a representative population of each item category related to each advertisement medium, and determining a second score of each item category related to each advertisement medium, wherein the same item category corresponds to the second score of each advertisement medium and is used for representing ranking information of the occupation ratio of the representative population of the item category related to each advertisement medium; determining a third score of each article category related to each advertising medium according to the related representative population of each article category, wherein the same article category corresponds to the third score of each advertising medium and is used for representing the ranking information of the proportion of the related representative population of the article category related to each advertising medium, and the related representative population is the representative population of the related category of the article category; and determining the target item category of each advertisement medium suitable for the advertisement according to the first score, the second score and the third score of each advertisement medium corresponding to the same item category.
In some optional implementations of this embodiment, the second determining unit 502 is further configured to: determining the matching degree between a plurality of object categories in the target object categories and the user to be advertised; and advertising the articles in the plurality of article categories to the user to be advertised according to the matching degree.
In some optional implementations of this embodiment, the second determining unit 502 is further configured to: determining first behavior data of a user to be advertised under each item category and second behavior data under the associated category of each item category; and determining the matching degree between a plurality of object categories in the target object categories and the user to be advertised according to the first behavior data and the second behavior data of the user to be advertised.
In some optional implementations of this embodiment, the first determining unit 501 is further configured to: and according to the user data acquired from the e-commerce platform, determining the new item category of each user which has not placed a bill, a behavior tag representing the behavior characteristics of the user on the e-commerce platform and an attribute tag representing the attribute information of the user on the e-commerce platform, and obtaining the user portrait information of each user.
In some optional implementations of this embodiment, the first determining unit 501 is further configured to: for each advertising medium in the set of advertising media, performing the following operations: according to the acquired data of the advertising media, determining the correlation information between the advertising media and the users of the orders attracted by the advertising media, and the proportion information of the orders attracted by the advertising media and placed in each item category; and determining the media label of the advertising media according to the behavior label and the attribute label of the user having the associated information with the advertising media.
In some optional implementations of this embodiment, the second determining unit 502 is further configured to: for each advertising medium in the advertising medium set, determining an item category and an attribute label of a user corresponding to each order attracted by the advertising medium; and counting the item categories and the attribute labels of the users corresponding to each order attracted by each advertising medium, and determining the representative population of each item category related to each advertising medium.
In this embodiment, a first determining unit in the apparatus for delivering an advertisement determines user portrait information of each user in a user set and media portrait information of each advertising media in an advertising media set; the second determining unit determines a target object category suitable for the advertisement of each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information; the advertisement unit determines the target object category corresponding to the advertisement media as the to-be-advertised user of the new object category for each advertisement media in the advertisement media set, and advertises the objects under the target object category to the to-be-advertised user, so that the device for delivering the advertisement is provided, the pertinence of advertisement delivery is improved, and the category refreshing effect is improved.
Referring now to FIG. 6, shown is a block diagram of a computer system 600 suitable for use in implementing devices of embodiments of the present application (e.g., devices 101, 102, 103, 105 shown in FIG. 1). The apparatus shown in fig. 6 is only an example, and should not bring any limitation to the function and use range of the embodiments of the present application.
As shown in fig. 6, the computer system 600 includes a processor (e.g., CPU, central processing unit) 601 that can perform various appropriate actions and processes according to a program stored in a Read Only Memory (ROM)602 or a program loaded from a storage section 608 into a Random Access Memory (RAM) 603. In the RAM603, various programs and data necessary for the operation of the system 600 are also stored. The processor 601, the ROM602, and the RAM603 are connected to each other via a bus 604. An input/output (I/O) interface 605 is also connected to bus 604.
The following components are connected to the I/O interface 605: an input portion 606 including a keyboard, a mouse, and the like; an output portion 607 including a display such as a Cathode Ray Tube (CRT), a Liquid Crystal Display (LCD), and the like, and a speaker; a storage section 608 including a hard disk and the like; and a communication section 609 including a network interface card such as a LAN card, a modem, or the like. The communication section 609 performs communication processing via a network such as the internet. The driver 610 is also connected to the I/O interface 605 as needed. A removable medium 611 such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, or the like is mounted on the drive 610 as necessary, so that a computer program read out therefrom is mounted in the storage section 608 as necessary.
In particular, according to embodiments of the application, the processes described above with reference to the flow diagrams may be implemented as computer software programs. For example, embodiments of the present application include a computer program product comprising a computer program embodied on a computer readable medium, the computer program comprising program code for performing the method illustrated by the flow chart. In such an embodiment, the computer program may be downloaded and installed from a network through the communication section 609, and/or installed from the removable medium 611. The computer program, when executed by the processor 601, performs the above-described functions defined in the method of the present application.
It should be noted that the computer readable medium of the present application can be a computer readable signal medium or a computer readable storage medium or any combination of the two. A computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination of the foregoing. More specific examples of the computer readable storage medium may include, but are not limited to: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the present application, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device. In this application, however, a computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated data signal may take many forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof. A computer readable signal medium may also be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution system, apparatus, or device. Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, fiber optic cable, RF, etc., or any suitable combination of the foregoing.
Computer program code for carrying out operations for aspects of the present application may be written in any combination of one or more programming languages, including an object oriented programming language such as Java, Smalltalk, C + + or the like and conventional procedural programming languages, such as the "C" programming language or similar programming languages. The program code may execute entirely on the client computer, partly on the client computer, as a stand-alone software package, partly on the client computer and partly on a remote computer or entirely on the remote computer or server. In the case of a remote computer, the remote computer may be connected to the client computer through any type of network, including a Local Area Network (LAN) or a Wide Area Network (WAN), or the connection may be made to an external computer (for example, through the Internet using an Internet service provider).
The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of apparatus, methods and computer program products according to various embodiments of the present application. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and/or flowchart illustration, and combinations of blocks in the block diagrams and/or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
The units described in the embodiments of the present application may be implemented by software or hardware. The described units may also be provided in a processor, and may be described as: a processor includes a first determining unit, a second determining unit, and an advertising unit. Where the names of these units do not in some cases constitute a limitation on the units themselves, for example, an advertising unit may also be described as "a unit that, for each advertising medium in the set of advertising media, determines a target item category corresponding to the advertising medium as a new item category to be advertised to a user to be advertised under the target item category".
As another aspect, the present application also provides a computer-readable medium, which may be contained in the apparatus described in the above embodiments; or may be separate and not incorporated into the device. The computer readable medium carries one or more programs which, when executed by the apparatus, cause the computer device to: determining user portrayal information of each user in the user set and media portrayal information of each advertising media in the advertising media set; determining a target object category suitable for the advertisement of each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information; and for each advertisement medium in the advertisement medium set, determining the target item category corresponding to the advertisement medium as the to-be-advertised user of the new item category, and advertising the items under the target item category to the to-be-advertised user.
The above description is only a preferred embodiment of the application and is illustrative of the principles of the technology employed. It will be appreciated by those skilled in the art that the scope of the invention herein disclosed is not limited to the particular combination of features described above, but also encompasses other arrangements formed by any combination of the above features or their equivalents without departing from the spirit of the invention. For example, the above features may be replaced with (but not limited to) features having similar functions disclosed in the present application.
Claims (11)
1. A method for delivering advertisements, comprising:
determining user portrayal information of each user in the user set and media portrayal information of each advertising media in the advertising media set;
determining a target object category suitable for the advertisement of each advertisement medium in the advertisement medium set according to the user portrait information and the media portrait information;
and for each advertising medium in the advertising medium set, determining a target item category corresponding to the advertising medium as a user to be advertised of the new item category, and advertising the item under the target item category to the user to be advertised.
2. The method of claim 1, wherein said determining a target item category for each advertising medium in said set of advertising media for advertising based on said user representation information and said media representation information comprises:
determining a first score of each item category related to each advertising medium according to the media portrait information of each advertising medium, wherein the same item category corresponds to the first score of each advertising medium and is used for representing the ranking information of the proportion of orders placed in the item category related to each advertising medium;
counting to obtain a representative population of each item category related to each advertisement medium, and determining a second score of each item category related to each advertisement medium, wherein the same item category corresponds to the second score of each advertisement medium and is used for representing ranking information of the occupation ratio of the representative population of the item category related to each advertisement medium;
determining a third score of each article category related to each advertising medium according to the related representative population of each article category, wherein the same article category corresponds to the third score of each advertising medium and is used for representing the ranking information of the proportion of the related representative population of the article category related to each advertising medium, and the related representative population is the representative population of the related category of the article category;
and determining the target item category of each advertisement medium suitable for the advertisement according to the first score, the second score and the third score of each advertisement medium corresponding to the same item category.
3. The method of claim 1, wherein said advertising to the user to be advertised an item under the target item category comprises:
determining matching degrees between a plurality of item categories in the target item categories and the user to be advertised;
and advertising the articles in the plurality of article categories to the user to be advertised according to the matching degree.
4. The method of claim 3, wherein the determining a degree of match between a plurality of the target item categories and the user to be advertised comprises:
determining first behavior data of the user to be advertised under each item category and second behavior data under the associated category of each item category;
and determining the matching degree between a plurality of object categories in the target object categories and the user to be advertised according to the first behavior data and the second behavior data of the user to be advertised.
5. The method of claim 2, wherein the determining user representation information for each user in the set of users comprises:
according to user data acquired from the e-commerce platform, determining new item categories which are not listed by each user, behavior labels representing behavior characteristics of the users on the e-commerce platform and attribute labels representing attribute information of the users on the e-commerce platform, and obtaining user portrait information of each user.
6. The method of claim 5, wherein determining media representation information for each of a set of advertising media comprises:
for each advertising media in the set of advertising media, performing the following operations:
according to the acquired data of the advertising media, determining the correlation information between the advertising media and the users of the orders attracted by the advertising media, and the proportion information of the orders attracted by the advertising media and placed in each item category;
and determining the media label of the advertising media according to the behavior label and the attribute label of the user having the associated information with the advertising media.
7. The method of claim 5, wherein the statistically deriving a representative population for each category of objects involved in each advertising medium comprises:
for each advertising medium in the advertising medium set, determining an item category and an attribute label of a user corresponding to each order attracted by the advertising medium;
and counting the item categories and the attribute labels of the users corresponding to each order attracted by each advertising medium, and determining the representative population of each item category related to each advertising medium.
8. An apparatus for delivering advertisements, comprising:
a first determination unit configured to determine user portrayal information of each user in the set of users and media portrayal information of each advertising media in the set of advertising media;
a second determining unit configured to determine a target item category for each of the set of advertising media suitable for advertising based on the user representation information and the media representation information;
and the advertising unit is configured to determine a target item category corresponding to the advertising medium as a user to be advertised of the new item category for each advertising medium in the advertising medium set, and advertise the items under the target item category to the user to be advertised.
9. The apparatus of claim 8, wherein the second determining unit is further configured to:
determining a first score of each item category related to each advertising medium according to the media portrait information of each advertising medium, wherein the same item category corresponds to the first score of each advertising medium and is used for representing the ranking information of the proportion of orders placed in the item category related to each advertising medium; counting to obtain a representative population of each item category related to each advertisement medium, and determining a second score of each item category related to each advertisement medium, wherein the same item category corresponds to the second score of each advertisement medium and is used for representing ranking information of the occupation ratio of the representative population of the item category related to each advertisement medium; determining a third score of each article category related to each advertising medium according to the related representative population of each article category, wherein the same article category corresponds to the third score of each advertising medium and is used for representing the ranking information of the proportion of the related representative population of the article category related to each advertising medium, and the related representative population is the representative population of the related category of the article category; and determining the target item category of each advertisement medium suitable for the advertisement according to the first score, the second score and the third score of each advertisement medium corresponding to the same item category.
10. A computer-readable medium, on which a computer program is stored, wherein the program, when executed by a processor, implements the method of any one of claims 1-7.
11. An electronic device, comprising:
one or more processors;
a storage device having one or more programs stored thereon,
when executed by the one or more processors, cause the one or more processors to implement the method of any one of claims 1-7.
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| CN107330717A (en) * | 2017-06-01 | 2017-11-07 | 北京京东尚科信息技术有限公司 | Advertisement placement method and system |
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