CN113421129A - Bidding determination method and device for advertisement delivery - Google Patents
Bidding determination method and device for advertisement delivery Download PDFInfo
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- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
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Abstract
The invention discloses a bidding determination method and device for advertisement putting, and relates to the technical field of internet. One embodiment of the method comprises: acquiring a first association relation between historical bids and historical input resource values in historical advertisement delivery, wherein the first association relation comprises a plurality of historical bids and a plurality of historical input resource values, and the plurality of historical bids and the plurality of historical input resource values are in one-to-one correspondence; calculating a resource value difference sequence of a plurality of historical invested resource values in the first incidence relation; calculating click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids and the resource value differential sequences in the first association relationship; calculating a click rate sequence according to the click rate difference sequence; and determining the bids of the current advertisement delivery according to the plurality of historical bids and the click rate sequence. The embodiment establishes the relation between the bidding price and the click rate, and further can determine the bidding price in the current advertisement putting process.
Description
Technical Field
The invention relates to the technical field of internet, in particular to a bidding determination method and device for advertisement putting.
Background
With the wide application of the internet, more and more websites and applications can preset advertisement spots on display pages, and then advertisers acquire the use permission of the advertisement spots and launch advertisements in a bidding mode. For the advertiser, because the relationship between the bid price and the advertisement click rate cannot be accurately established at present, the bid price can only be roughly estimated according to past experience in the advertisement bidding process, and the optimal advertisement putting result (namely the optimal solution between the bid price and the advertisement click rate) can be obtained only by knowing how to bid.
Disclosure of Invention
In view of this, embodiments of the present invention provide a bid determination method and apparatus for advertisement delivery, after a first association relationship between historical bids and historical input resource values in historical advertisement delivery is obtained, a resource value difference sequence of a plurality of historical input resource values in the first association relationship can be calculated, click rate difference sequences corresponding to a plurality of historical bids are further calculated, a click rate sequence is obtained, and a bid of a current advertisement delivery is determined according to the plurality of historical bids and the click rate sequence, so that a relationship between the bid and the click rate is established, and a bid in a current advertisement delivery process can be determined.
To achieve the above object, according to an aspect of an embodiment of the present invention, there is provided a bid determination method for an advertisement placement.
The bidding determination method for advertisement delivery in the embodiment of the invention comprises the following steps:
acquiring a first association relation between historical bids and historical input resource values in historical advertisement delivery, wherein the first association relation comprises a plurality of historical bids and a plurality of historical input resource values, and the plurality of historical bids and the plurality of historical input resource values are in one-to-one correspondence;
calculating a resource value difference sequence of a plurality of historical invested resource values in the first incidence relation;
calculating click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids and the resource value differential sequences in the first association relationship;
calculating a click rate sequence according to the click rate difference sequence;
and determining the bids of the current advertisement delivery according to the plurality of historical bids and the click rate sequence.
Alternatively,
determining bids of the current advertisement delivery according to the plurality of historical bids and the click rate sequence, comprising:
determining a second association relation between the historical bidding and the click rate according to the plurality of historical bidding and the click rate sequence;
and determining the bid of the current advertisement release according to the second association relation.
Alternatively,
determining the bid of the current advertisement release according to the second association relationship, comprising:
acquiring parameters of a curve corresponding to the second association relation, wherein the parameters comprise a node sequence, a coefficient sequence and an order corresponding to the curve of the second association relation;
according to the parameters, carrying out evaluation, derivation and definite integral calculation on the curve corresponding to the second incidence relation;
and determining the bid of the current advertisement release according to the operation result.
Alternatively,
determining the bid of the current advertisement release according to the operation result, comprising:
determining a third association relation between the current bid and the current input resource value according to the operation result;
and determining the bidding price of the current advertisement delivery according to the preset target delivery resource value and the target click rate by utilizing the second association relation and the third association relation.
Alternatively,
and the curve corresponding to the second incidence relation is an I-spline curve.
Alternatively,
calculating a resource value differential sequence of a plurality of historical invested resource values in a first incidence relation, comprising:
arranging a plurality of historical invested resource values in the first incidence relation according to a preset sequence;
and calculating a resource value difference sequence of a plurality of historical investment resource values according to the arrangement result.
Alternatively,
calculating click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids and the resource value differential sequences in the first association relationship, wherein the click rate differential sequences comprise:
dividing each resource value differential value in the resource value differential sequence by a target difference value corresponding to the resource value differential value, wherein the target difference value is the average value of the historical bidding corresponding to the resource value differential value and the adjacent terms of the historical bidding, and obtaining a click quantity differential value;
and obtaining a click quantity difference sequence according to the click quantity difference value.
Alternatively,
acquiring a first association relation between historical bids and historical input resource values in historical advertisement delivery, wherein the first association relation comprises the following steps:
obtaining a bidding log, wherein the bidding log comprises a plurality of bidding information of a plurality of bidding objects in a preset time;
analyzing the bidding log to obtain a historical bidding sample set and a historical invested resource value sample set;
and respectively carrying out aggregation processing on the historical bidding sample set and the historical invested resource value sample set to obtain a first association relation.
To achieve the above object, according to still another aspect of an embodiment of the present invention, there is provided a bid determination apparatus for advertisement placement.
The bidding determination device for advertisement delivery comprises an association relation acquisition module, a first calculation module, a second calculation module, a third calculation module and a bidding determination module; wherein:
the system comprises an incidence relation acquisition module, a resource allocation module and a resource allocation module, wherein the incidence relation acquisition module is used for acquiring a first incidence relation between historical bids and historical input resource values in historical advertisement delivery, the first incidence relation comprises a plurality of historical bids and a plurality of historical input resource values, and the plurality of historical bids and the plurality of historical input resource values are in one-to-one correspondence;
the first calculation module is used for calculating a resource value difference sequence of a plurality of historical investment resource values in the first incidence relation;
the second calculation module is used for calculating click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids and the resource value differential sequences in the first association relationship;
the third calculation module is used for calculating the click rate sequence according to the click rate difference sequence;
and the bidding determination module is used for determining the bidding of the current advertisement delivery according to the plurality of historical bidding and the click rate sequence.
To achieve the above object, according to still another aspect of embodiments of the present invention, there is provided an electronic device for bid determination for advertisement placement.
An electronic device for determining bid for advertisement placement according to an embodiment of the present invention includes: one or more processors; a storage device for storing one or more programs which, when executed by one or more processors, cause the one or more processors to implement a bid determination method for advertisement placement according to an embodiment of the present invention.
To achieve the above object, according to still another aspect of embodiments of the present invention, there is provided a computer-readable storage medium.
A computer-readable storage medium of an embodiment of the present invention stores thereon a computer program, which, when executed by a processor, implements a bid determination method for advertisement placement of an embodiment of the present invention.
One embodiment of the above invention has the following advantages or benefits: after a first association relation between historical bidding and historical input resource values in historical advertisement putting is obtained, resource value differential sequences of a plurality of historical input resource values in the first association relation can be calculated, click rate differential sequences corresponding to a plurality of historical bidding are further calculated, click rate sequences are obtained, and bidding of current advertisement putting is determined according to the plurality of historical bidding and the click rate sequences, so that a relation between bidding and click rate is established, and bidding in the current advertisement putting process can be further determined.
Further effects of the above-mentioned non-conventional alternatives will be described below in connection with the embodiments.
Drawings
The drawings are included to provide a better understanding of the invention and are not to be construed as unduly limiting the invention. Wherein:
FIG. 1 is a schematic diagram of the main steps of a bid determination method for advertisement placement according to an embodiment of the present invention;
FIG. 2 is a schematic diagram of a process for obtaining a first association between historical bids and historical bid resource values in historical ad impressions;
FIG. 3 is a schematic diagram of a process for calculating a click rate difference sequence;
FIG. 4 is a schematic diagram of a process for determining bids for current ad impressions based on a second relationship;
FIG. 5 is a schematic diagram of the main modules of an ad placement bid determination apparatus, according to an embodiment of the present invention;
FIG. 6 is an exemplary system architecture diagram in which embodiments of the present invention may be employed;
fig. 7 is a schematic block diagram of a computer system suitable for use in implementing a terminal device or server of an embodiment of the invention.
Detailed Description
Exemplary embodiments of the present invention are described below with reference to the accompanying drawings, in which various details of embodiments of the invention are included to assist understanding, and which are to be considered as merely exemplary. Accordingly, those of ordinary skill in the art will recognize that various changes and modifications of the embodiments described herein can be made without departing from the scope and spirit of the invention. Also, descriptions of well-known functions and constructions are omitted in the following description for clarity and conciseness.
It should be noted that the embodiments of the present invention and the technical features of the embodiments may be combined with each other without conflict.
Fig. 1 is a schematic diagram of the main steps of a bid determination method for advertisement placement according to an embodiment of the present invention.
As shown in fig. 1, a bid determination method for advertisement delivery according to an embodiment of the present invention mainly includes the following steps:
step S101: and acquiring a first association relation between the historical bids and the historical input resource values in the historical advertisement delivery, wherein the first association relation comprises a plurality of historical bids and a plurality of historical input resource values, and the plurality of historical bids and the plurality of historical input resource values are in one-to-one correspondence.
In the embodiment of the present invention, a process of obtaining a first association relationship between a historical bid and a historical investment resource value in a historical advertisement release is shown in fig. 2, and mainly includes the following steps:
step S201: obtaining a bidding log, wherein the bidding log comprises a plurality of bidding information of a plurality of bidding objects in a preset time;
step S202: analyzing the bidding log to obtain a historical bidding sample set and a historical invested resource value sample set;
step S203: and respectively carrying out aggregation processing on the historical bidding sample set and the historical invested resource value sample set to obtain a first association relation.
In the embodiment of the invention, a plurality of bidding information of a plurality of bidding objects in the whole bidding process is recorded in the bidding log, and the whole bidding process adopts a click charging mode of a generalized bivalent rule.
In the embodiment of the invention, after the bidding log is analyzed, different historical input resource values caused by different historical bidding can be simulated according to a plurality of bidding information in the bidding log, and the simulated different historical bidding and the simulated different historical input resource values are aggregated respectively to obtain the first association relationship.
In the embodiment of the invention, as the whole bidding process recorded in the bidding log adopts the click charging mode of the generalized bivalent rule, if the historical bidding is increased, the rank of the advertisement corresponding to the increased historical bidding in the bidding queue only rises or does not change. Wherein the bid queue is comprised of advertisements placed by a plurality of bidding objects. If the rank is unchanged, according to the generalized bivalent rule, because the next advertisement corresponding to the added historical bidding is unchanged, the historical invested resource value corresponding to the added historical bidding is unchanged; if the rank is increased, according to the generalized bivalence rule, the next advertisement corresponding to the increased historical bid is increased, and the historical invested resource value is determined by the historical bid of the next advertisement, so the historical invested resource value corresponding to the increased historical bid is also increased. Thus, the first associative relationship between historical bids and historical investment resource values collectively exhibits a monotonically increasing law.
In a preferred embodiment of the present invention, the first association relationship is stored in a first association relationship table as shown in table 1:
| history bidding (Yuan) | Historical investment resource value (Yuan) |
| 1.00 | 100 |
| 1.01 | 105 |
| 1.02 | 105 |
| 1.03 | 108 |
| … | … |
| 1.50 | 200 |
| … | … |
TABLE 1
Step S102: and calculating a resource value differential sequence of a plurality of historical investment resource values in the first incidence relation.
In the embodiment of the invention, as the first incidence relation between the historical bidding and the historical invested resource values is generally represented as a monotone increasing rule, a plurality of historical invested resource values in the first incidence relation can be arranged according to a preset sequence; and then calculating a resource value difference sequence of a plurality of historical investment resource values according to the arrangement result. In a preferred embodiment of the present invention, the predetermined order is from small to large, so that each of the resource value difference values in the calculated resource value difference sequence is a non-negative number. Further, when the plurality of historical input resource values are arranged in a predetermined order, the plurality of historical bids are arranged to maintain a first relationship between the historical bids and the historical input resource values.
Step S103: and calculating click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids and the resource value differential sequences in the first association relationship.
In the embodiment of the present invention, the click rate difference sequence may be uniquely determined from the resource value difference sequence in step S102 by a generalized bivalence rule. The process of specifically calculating the click rate difference sequence is shown in fig. 3, and mainly includes the following steps:
step S301: dividing each resource value differential value in the resource value differential sequence by a target difference value corresponding to the resource value differential value, wherein the target difference value is the average value of the historical bidding corresponding to the resource value differential value and the adjacent terms of the historical bidding, and obtaining a click quantity differential value;
step S302: and obtaining a click quantity difference sequence according to the click quantity difference value.
In a preferred embodiment of the present invention, since a plurality of historical bids and a plurality of historical invested resource values are in one-to-one correspondence, a plurality of resource value difference values obtained in the above process are also necessarily in one-to-one correspondence with a plurality of target difference values, and further can be obtained by a formula
Calculating a click rate differential value, wherein Δ siRepresenting the ith resource value differential value in the resource value differential sequence,
representing historical bids biAnd biAdjacent item b ofi+1Mean value of, Δ ciAnd i represents the ith click quantity difference value in the click quantity difference sequence, i is used for counting, and i is 1,2,3,.
In the embodiment of the invention, the click quantity difference value deltaciAnd arranging the i according to the sequence from small to large to obtain click quantity difference sequences corresponding to a plurality of historical bids.
Step S104: and calculating the click rate sequence according to the click rate difference sequence.
In the embodiment of the invention, since the click rate cannot be brought naturally when the historical bid is 0, the first item c of the click rate sequence is taken10, and then the sequence of difference according to the click rate can be determined by the formula ci+1＝ci+ΔciEach item in the click rate sequence is calculated to obtain a click rate sequence. Wherein, ciIn the sequence of representing click rateItem i of (1), ci+1Represents the i +1 th term in the click quantity sequence, and ciAnd ci+1For the neighbourhood in the click-through sequence, Δ ciAnd i represents the ith click quantity difference value in the click quantity difference sequence, i is used for counting, and i is 1,2,3,.
Step S105: and determining the bids of the current advertisement delivery according to the plurality of historical bids and the click rate sequence.
In the embodiment of the invention, a second association relation between the historical bids and the click rates can be determined according to a plurality of historical bids and click rate sequences; and determining the bidding price of the current advertisement delivery according to the second association relation.
In the embodiment of the invention, a plurality of historical bids and click rate sequences are associated in sequence, so that a second association relation between the historical bids and the click rates can be determined. In a preferred embodiment of the present invention, the second association relationship is stored in a second association relationship table as shown in table 2:
| history bidding (Yuan) | Click volume (times) |
| 1.00 | 1000 |
| 1.01 | 1005 |
| 1.02 | 1005 |
| 1.03 | 1008 |
| … | … |
| 1.50 | 1700 |
| … | … |
Because the scatter-point relation tables 1 and 2 often need to exhaust possible bidding situations, the first association relation table and the second association relation table obtained according to the first association relation table both contain a large amount of data (for example, historical bidding increases by one minute, and 5000 pieces of two-dimensional data need to be stored in each of the two tables in consideration of a 0-50-element historical bidding range), so that not only is the occupied space increased, but also certain pressure is brought to the network in the data transmission process. Therefore, in a preferred embodiment of the present invention, the second correlation between the historical bids and clicks can be fitted to a curve, and only the parameters of the curve are stored and transmitted in the subsequent process (the scatter plot table is used 10)3～104Magnitude of data, while passing the I-spline only 101～102An order of magnitude parameter) to reduce both the occupied space and the network pressure during data transmission.
Specifically, according to the second association relationship, the process of determining the bid of the current advertisement delivery is shown in fig. 4, and mainly includes the following steps:
step S401: and acquiring parameters of the curve corresponding to the second association relationship, wherein the parameters comprise a node sequence, a coefficient sequence and an order of the curve corresponding to the second association relationship.
In a preferred embodiment of the present invention, the curve corresponding to the second correlation is an I-spline curve. The advantages of using an I-spline curve are as follows:
(1) the I-spline curve is monotonous. With the increase of the historical bidding price, the corresponding click rate is increased, and the monotonous relation can be ensured by the I-spline curve;
(2) the I-spline curves have smoothness. When determining the bidding price of the current advertisement putting, the curve relation needs to be as smooth as possible, otherwise, the problems of reduced solving efficiency, incapability of solving at certain breakpoints and the like are caused, and the I-spline curve can ensure smoothness and improve the solving efficiency, so that the response is fast when determining the bidding price of the current advertisement putting, and the probability of 'incapability of solving' errors in the calculation process is reduced;
(3) the I-spline curve is easy to evaluate, derive, and integrate.
In a preferred embodiment of the present invention, after the parameters of the curve corresponding to the second association relationship are obtained, only the parameters of the curve may be saved without saving the second association relationship. And when the bidding price of the current advertisement release needs to be determined subsequently, only the parameters can be transmitted, and then the curve is generated according to the parameters, and the bidding price of the current advertisement release is determined according to the parameters and the curve.
Step S402: and according to the parameters, carrying out evaluation, derivation and definite integral calculation on the curve corresponding to the second association relation.
In the embodiment of the invention, the curve corresponding to the second association relation can be evaluated, derived and integrated according to the node sequence t, the coefficient sequence c and the order k of the curve through a third-party spline curve library, and an evaluation, derivation and integration interface is generated.
Specifically, during evaluation operation, according to the node sequence t, the coefficient sequence c, the order k, and the input argument x to be evaluated, a slice.
During derivation operation, according to the node sequence t, the coefficient sequence c and the order k, a scale. Or directly calling a scale-interpole-spalde third-party library to directly obtain a derivative function value according to the node sequence t, the coefficient sequence c, the order k and the input independent variable x of the integral function value to be obtained.
When the fixed integral operation is performed, according to the node sequence t, the coefficient sequence c and the order k, a scale. Or directly calling a slice-interpolation-spline third-party library to directly calculate the constant integral function value with the lower limit of 0 according to the node sequence t, the coefficient sequence c, the order k and the input independent variable x of the constant integral function value to be calculated.
Step S403: and determining the bid of the current advertisement release according to the operation result.
In the embodiment of the invention, a third association relation between the current bid and the current input resource value can be determined firstly according to the operation result; and determining the bidding price of the current advertisement delivery according to the preset target delivery resource value and the target click rate by utilizing the second association relation and the third association relation.
Specifically, according to the operation result, the third correlation between the current bid and the current input resource value can be determined by the formula s ═ B · C — C. Wherein s represents the current input resource value, B represents the current bidding, C represents the operation result of the evaluation operation of the curve corresponding to the second association relation when the current bidding is B, and C represents the operation result of the integration operation of the curve corresponding to the second association relation when the current bidding is B.
In the embodiment of the present invention, a derivation result of a curve corresponding to a third correlation between the current bid and the current input resource value when the current bid is B may be determined according to a formula s '═ B · c', where s 'represents a derivative value of the current input resource value when the current bid is B, B represents the current bid, and c' represents a derivative value of the current input resource value when the current bid is BThe curve corresponding to the second incidence relation is subjected to the operation result of derivation operation when the current bid is B; and then according to the operation results c and c for evaluating and deriving the curve corresponding to the second incidence relation′And evaluating and deriving the curves corresponding to the third correlation to obtain operation results s and s' and determining the bid of the current advertisement delivery.
In the embodiment of the present invention, the preset target input resource value and the target click rate may be used as constraint conditions, and the bid of the current advertisement delivery is determined according to the curve corresponding to the second association relationship and the curve corresponding to the third association relationship, so as to calculate the bid capable of achieving the advertisement delivery target when the current advertisement delivery is performed.
In embodiments of the present invention, constraints used in determining the bid for a current ad placement include, but are not limited to, any one or more of: a preset bidding range, an upper limit of the target input resource value, a lower limit of the rate of return (i.e. the profit divided by the target input resource value), etc.
In embodiments of the present invention, advertising goals include, but are not limited to, any one or more of: maximize total orders, maximize total volume, etc.
According to the bidding determination method for advertisement delivery provided by the embodiment of the invention, after the first association relationship between the historical bidding in the historical advertisement delivery and the historical delivery resource values is obtained, the resource value differential sequences of a plurality of historical delivery resource values in the first association relationship can be calculated, the click rate differential sequences corresponding to a plurality of historical bidding are further calculated, the click rate sequence is obtained, and the bidding of the current advertisement delivery is determined according to the plurality of historical bidding and the click rate sequence, so that the relationship between the bidding and the click rate is established, and the bidding in the current advertisement delivery process can be further determined.
Fig. 5 is a schematic diagram of the main modules of an advertisement delivery bid determination apparatus according to an embodiment of the present invention.
As shown in fig. 5, a bid determination apparatus 500 for advertisement placement according to an embodiment of the present invention includes an association obtaining module 501, a first calculating module 502, a second calculating module 503, a third calculating module 504, and a bid determination module 505; wherein:
an association obtaining module 501, configured to obtain a first association between historical bids and historical input resource values in historical advertisement delivery, where the first association includes multiple historical bids and multiple historical input resource values, and the multiple historical bids and the multiple historical input resource values are in one-to-one correspondence;
a first calculating module 502, configured to calculate a resource value difference sequence of a plurality of historical investment resource values in a first association;
a second calculating module 503, configured to calculate, according to the multiple historical bids and the resource value differential sequences in the first association relationship, click rate differential sequences corresponding to the multiple historical bids;
a third calculating module 504, configured to calculate a click rate sequence according to the click rate difference sequence;
and a bid determination module 505 for determining a bid of the current advertisement delivery according to the plurality of historical bids and the click rate sequence.
In an embodiment of the present invention, the bid determination module 505 is further configured to: determining a second association relation between the historical bidding and the click rate according to the plurality of historical bidding and the click rate sequence; and determining the bid of the current advertisement release according to the second association relation.
In an embodiment of the present invention, the bid determination module 505 is further configured to: acquiring parameters of a curve corresponding to the second association relation, wherein the parameters comprise a node sequence, a coefficient sequence and an order corresponding to the curve of the second association relation; according to the parameters, carrying out evaluation, derivation and definite integral calculation on the curve corresponding to the second incidence relation; and determining the bid of the current advertisement release according to the operation result.
In an embodiment of the present invention, the bid determination module 505 is further configured to: determining a third association relation between the current bid and the current input resource value according to the operation result; and determining the bidding price of the current advertisement delivery according to the preset target delivery resource value and the target click rate by utilizing the second association relation and the third association relation.
In the embodiment of the invention, the curve corresponding to the second association relationship is an I-spline curve.
In this embodiment of the present invention, the first calculating module 502 is further configured to: arranging a plurality of historical invested resource values in the first incidence relation according to a preset sequence; and calculating a resource value difference sequence of a plurality of historical investment resource values according to the arrangement result.
In this embodiment of the present invention, the first calculating module 502 is further configured to: dividing each resource value differential value in the resource value differential sequence by a target difference value corresponding to the resource value differential value, wherein the target difference value is the average value of the historical bidding corresponding to the resource value differential value and the adjacent terms of the historical bidding, and obtaining a click quantity differential value; and obtaining a click quantity difference sequence according to the click quantity difference value.
In this embodiment of the present invention, the association obtaining module 501 is further configured to: obtaining a bidding log, wherein the bidding log comprises a plurality of bidding information of a plurality of bidding objects in a preset time; analyzing the bidding log to obtain a historical bidding sample set and a historical invested resource value sample set; and respectively carrying out aggregation processing on the historical bidding sample set and the historical invested resource value sample set to obtain a first association relation.
According to the bidding determination device for advertisement delivery provided by the embodiment of the invention, after the first association relationship between the historical bidding in the historical advertisement delivery and the historical delivery resource values is obtained, the resource value differential sequences of a plurality of historical delivery resource values in the first association relationship can be calculated, the click rate differential sequences corresponding to the plurality of historical bidding are further calculated, the click rate sequence is obtained, and the bidding of the current advertisement delivery is determined according to the plurality of historical bidding and the click rate sequence, so that the relationship between the bidding and the click rate is established, and the bidding in the current advertisement delivery process can be further determined.
Fig. 6 illustrates an exemplary system architecture 600 of a bid determination method for an advertisement placement or a bid determination apparatus for an advertisement placement to which embodiments of the present invention may be applied.
As shown in fig. 6, the system architecture 600 may include terminal devices 601, 602, 603, a network 604, and an electronic device 605. Network 604 is used to provide a medium for communication links between terminal devices 601, 602, 603 and electronic device 605. Network 604 may include various types of connections, such as wire, wireless communication links, or fiber optic cables, to name a few.
A user may use the terminal devices 601, 602, 603 to interact with the electronic device 605 via the network 604 to receive or send messages or the like. Various communication client applications, such as shopping applications, web browser applications, search applications, instant messaging tools, mailbox clients, social platform software, and the like, may be installed on the terminal devices 601, 602, and 603.
The terminal devices 601, 602, 603 may be various electronic devices having a display screen and supporting web browsing, including but not limited to smart phones, tablet computers, laptop portable computers, desktop computers, and the like.
The electronic device 605 may be a server that provides various services, such as a background management server that supports shopping websites browsed by the user using the terminal devices 601, 602, and 603. The back-office management server may analyze and otherwise process the received data such as the bid information, and feed back the processing result (e.g., whether the bid is successful or not) to the terminal device.
It should be noted that the bid determination method for advertisement placement provided by the embodiment of the present invention is generally executed by the electronic device 605, and accordingly, a bid determination apparatus for advertisement placement is generally disposed in the electronic device 605.
It should be understood that the number of terminal devices, networks, and electronic devices in fig. 6 is merely illustrative. There may be any number of terminal devices, networks, and electronic devices, as desired for implementation.
Referring now to FIG. 7, shown is a block diagram of a computer system 700 suitable for use with a terminal device implementing an embodiment of the present invention. The terminal device shown in fig. 7 is only an example, and should not bring any limitation to the functions and the scope of use of the embodiments of the present invention.
As shown in fig. 7, the computer system 700 includes a Central Processing Unit (CPU)701, which can perform various appropriate actions and processes in accordance with a program stored in a Read Only Memory (ROM)702 or a program loaded from a storage section 708 into a Random Access Memory (RAM) 703. In the RAM 703, various programs and data necessary for the operation of the system 700 are also stored. The CPU 701, the ROM 702, and the RAM 703 are connected to each other via a bus 704. An input/output (I/O) interface 705 is also connected to bus 704.
The following components are connected to the I/O interface 705: an input portion 706 including a keyboard, a mouse, and the like; an output section 707 including a display such as a Cathode Ray Tube (CRT), a Liquid Crystal Display (LCD), and the like, and a speaker; a storage section 708 including a hard disk and the like; and a communication section 709 including a network interface card such as a LAN card, a modem, or the like. The communication section 709 performs communication processing via a network such as the internet. A drive 710 is also connected to the I/O interface 705 as needed. A removable medium 711 such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, or the like is mounted on the drive 710 as necessary, so that a computer program read out therefrom is mounted into the storage section 708 as necessary.
In particular, according to the embodiments of the present disclosure, the processes described above with reference to the flowcharts may be implemented as computer software programs. For example, embodiments of the present disclosure 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 in the flow chart. In such an embodiment, the computer program can be downloaded and installed from a network through the communication section 709, and/or installed from the removable medium 711. The computer program performs the above-described functions defined in the system of the present invention when executed by the Central Processing Unit (CPU) 701.
It should be noted that the computer readable medium shown in the present invention 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 invention, 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 the present invention, 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.
The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods and computer program products according to various embodiments of the present invention. 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 or flowchart illustration, and combinations of blocks in the block diagrams 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 modules described in the embodiments of the present invention may be implemented by software or hardware. The described modules may also be provided in a processor, which may be described as: a processor includes an association obtaining module, a first computing module, a second computing module, a third computing module, and a bid determination module. The names of these modules do not constitute a limitation to the module itself under certain circumstances, for example, the association obtaining module may also be described as a "module for obtaining a first association between a historical bid and a historical bid resource value in a historical advertisement delivery".
As another aspect, the present invention also provides a computer-readable medium that 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 a device, cause the device to comprise: acquiring a first association relation between historical bids and historical input resource values in historical advertisement delivery, wherein the first association relation comprises a plurality of historical bids and a plurality of historical input resource values, and the plurality of historical bids and the plurality of historical input resource values are in one-to-one correspondence; calculating a resource value difference sequence of a plurality of historical invested resource values in the first incidence relation; calculating click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids and the resource value differential sequences in the first association relationship; calculating a click rate sequence according to the click rate difference sequence; and determining the bids of the current advertisement delivery according to the plurality of historical bids and the click rate sequence.
According to the technical scheme of the embodiment of the invention, after the first association relation between the historical bidding values and the historical input resource values in the historical advertisement putting is obtained, the resource value differential sequences of a plurality of historical input resource values in the first association relation can be calculated, the click rate differential sequences corresponding to a plurality of historical bidding values are further calculated, the click rate sequence is obtained, the bidding value of the current advertisement putting is determined according to the plurality of historical bidding values and the click rate sequence, the relation between the bidding value and the click rate is established, and the bidding value in the current advertisement putting process can be further determined.
The above-described embodiments should not be construed as limiting the scope of the invention. Those skilled in the art will appreciate that various modifications, combinations, sub-combinations, and substitutions can occur, depending on design requirements and other factors. Any modification, equivalent replacement, and improvement made within the spirit and principle of the present invention should be included in the protection scope of the present invention.
Claims (11)
1. A bid determination method for advertisement placement, comprising:
obtaining a first association relationship between historical bids and historical input resource values in historical advertisement delivery, wherein the first association relationship comprises a plurality of historical bids and a plurality of historical input resource values, and the plurality of historical bids and the plurality of historical input resource values are in one-to-one correspondence;
calculating a resource value differential sequence of the plurality of historical invested resource values in the first incidence relation;
calculating click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids in the first incidence relation and the resource value differential sequences;
calculating a click rate sequence according to the click rate difference sequence;
and determining the bid of the current advertisement release according to the plurality of historical bids and the click rate sequence.
2. The method of claim 1, wherein determining the bid for the current ad placement based on the plurality of historical bids and the sequence of click volumes comprises:
determining a second association relation between the historical bids and the click rate according to the plurality of historical bids and the click rate sequence;
and determining the bid of the current advertisement delivery according to the second association relation.
3. The method of claim 2, wherein determining the bid for the current ad placement based on the second relationship comprises:
acquiring parameters of a curve corresponding to the second association relation, wherein the parameters comprise a node sequence, a coefficient sequence and an order of the curve corresponding to the second association relation;
according to the parameters, carrying out evaluation, derivation and definite integral calculation on the curve corresponding to the second incidence relation;
and determining the bid of the current advertisement release according to the operation result.
4. The method of claim 3, wherein determining the bid for the current advertisement placement based on the calculation comprises:
determining a third association relation between the current bid and the current input resource value according to the operation result;
and determining the bidding price of the current advertisement delivery according to a preset target delivery resource value and a target click rate by utilizing the second association relation and the third association relation.
5. The method according to any one of claims 3 or 4,
and the curve corresponding to the second incidence relation is an I-spline curve.
6. The method of claim 1, wherein said computing a differential sequence of resource values for said plurality of historical investment resource values in said first associative relationship comprises:
arranging the plurality of historical invested resource values in the first incidence relation according to a preset sequence;
and calculating a resource value difference sequence of the plurality of historical investment resource values according to the arrangement result.
7. The method according to claim 6, wherein calculating the click rate differential sequence corresponding to the plurality of historical bids according to the plurality of historical bids in the first association and the resource value differential sequence comprises:
dividing each resource value differential value in the resource value differential sequence by a target difference value corresponding to the resource value differential value, wherein the target difference value is a mean value of the historical bidding corresponding to the resource value differential value and an adjacent item of the historical bidding, and a click quantity differential value is obtained;
and obtaining the click quantity difference sequence according to the click quantity difference value.
8. The method of claim 1, wherein obtaining a first association between historical bids in historical ad impressions and historical impression resource values comprises:
obtaining a bidding log, wherein the bidding log comprises a plurality of bidding information of a plurality of bidding objects in a preset time;
analyzing the bidding log to obtain a historical bidding sample set and a historical invested resource value sample set;
and respectively carrying out aggregation processing on the historical bidding sample set and the historical invested resource value sample set to obtain the first association relation.
9. A bid determination device for advertisement delivery is characterized by comprising an association relation acquisition module, a first calculation module, a second calculation module, a third calculation module and a bid determination module; wherein:
the association relation obtaining module is used for obtaining a first association relation between historical bids and historical input resource values in historical advertisement delivery, wherein the first association relation comprises a plurality of historical bids and a plurality of historical input resource values, and the plurality of historical bids and the plurality of historical input resource values are in one-to-one correspondence;
the first calculating module is configured to calculate a resource value difference sequence of the plurality of historical investment resource values in the first association relationship;
the second calculating module is configured to calculate click rate differential sequences corresponding to the plurality of historical bids according to the plurality of historical bids in the first association relationship and the resource value differential sequence;
the third calculating module is used for calculating the click rate sequence according to the click rate difference sequence;
and the bidding determination module is used for determining the bidding of the current advertisement delivery according to the plurality of historical bidding and the click rate sequence.
10. An electronic device for bid determination for advertisement placement, comprising:
one or more processors;
a storage device for storing one or more programs,
when executed by the one or more processors, cause the one or more processors to implement the method of any one of claims 1-8.
11. A computer-readable medium, on which a computer program is stored, which, when being executed by a processor, carries out the method according to any one of claims 1-8.
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| CN202110812795.6A CN113421129A (en) | 2021-07-19 | 2021-07-19 | Bidding determination method and device for advertisement delivery |
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| CN108335136A (en) * | 2018-01-30 | 2018-07-27 | 易玩（上海）网络科技有限公司 | A kind of advertisement pricing method and computing device |
| CN108876441A (en) * | 2018-05-29 | 2018-11-23 | 微梦创科网络科技（中国）有限公司 | A kind of advertisement automation price competing method and system based on marketing objectives |
| CN111144984A (en) * | 2019-12-24 | 2020-05-12 | 北京汇牛科技有限公司 | Advertisement bidding optimization method and device and storage medium |
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| Publication number | Priority date | Publication date | Assignee | Title |
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| CN108335136A (en) * | 2018-01-30 | 2018-07-27 | 易玩（上海）网络科技有限公司 | A kind of advertisement pricing method and computing device |
| CN108876441A (en) * | 2018-05-29 | 2018-11-23 | 微梦创科网络科技（中国）有限公司 | A kind of advertisement automation price competing method and system based on marketing objectives |
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