CN113506139A

CN113506139A - Advertisement putting pricing method and device and computer equipment

Info

Publication number: CN113506139A
Application number: CN202110813786.9A
Authority: CN
Inventors: 石立娟; 宁瑶; 王胜利
Original assignee: Chengdu Xinchao Media Group Co Ltd
Current assignee: Chengdu Pingmeng Technology Co ltd
Priority date: 2021-07-19
Filing date: 2021-07-19
Publication date: 2021-10-15
Anticipated expiration: 2041-07-19
Also published as: CN113506139B

Abstract

The invention relates to the technical field of advertisement putting, and discloses an advertisement putting pricing method, an advertisement putting pricing device and computer equipment. The invention provides a new data processing scheme for pricing advertisement putting on the dimension of putting time and space, namely, the publication price before price adjustment and the publication rate before price adjustment of each throwing space-time interval in a plurality of throwing space-time intervals on the throwing space-time dimension are firstly obtained, then solving and obtaining the adjusted post-price publication price of each releasing time-space when the variance of the adjusted post-price publication rates of the plurality of releasing time-space intervals is minimum according to a preset constraint condition and the adjusted pre-price publication price and the adjusted pre-price publication rate of each releasing time-space interval, therefore, the publication prices of all the launching time intervals can be adjusted according to the launching time dimension and/or the launching space dimension, the purpose of supply and demand balance in one place and/or one time period and one price position is achieved, the advertising platform can bear more potential advertising demands, and the advertising platform resources are fully utilized.

Description

Advertisement putting pricing method and device and computer equipment

Technical Field

The invention belongs to the technical field of advertisement putting, and particularly relates to an advertisement putting pricing method, an advertisement putting pricing device and computer equipment.

Background

The contemporary people are more and more difficult to focus on the television, and the interested topics are mainly used when browsing the mobile phones, so that the advertisement delivery is mainly embedded into the information ocean. However, in any case, the elevator is always a must for people, so that the elevator advertisement exists in the time of going to work, waiting for people, shopping, entertainment, leisure and the like, and therefore, the elevator medium can cover more than 85% of places which can be reached by advertisement audiences.

The elevator is used as a good advertisement putting environment, the advertisement played in the elevator can not only slow down the anxiety of passengers waiting for a long time, but also provide a scene for the advertisers to show products at home perfectly. Meanwhile, because the elevator space is narrow and small, passengers are in boring time, so that the advertisement becomes a unique consumption stimulant, the reading of the advertisement is mandatory and client initiative, the advertisement impression is deep, and the putting effect is obvious.

At present, the listing price of multimedia advertisement such as elevator advertisement (that is, the price reported by each media official, and the listing price suitable for positioning by each media according to the media popularity, publishing amount and publishing area) is usually a city price, for example: pricing is done at the city level, with the first line cities (i.e. wide and deep in the north, etc.) having the same high publication prices, and the second, third and fourth line cities being the other low publication prices, respectively, and publication prices throughout the year not changing with the date. By adopting the method of pricing by using one city price per unit, advertisers can usually select the advertisement delivery places (such as a building or other similar advertisement delivery areas) in the hot areas to deliver advertisements, so that the publication rate (namely the selling ratio of the corresponding publication places on the multimedia advertisement screen, for example, if there are 12 publication places and 11 publication places are sold, the publication rate is 11/12 ═ 91.7%) of some delivery places tends to 1, and the publication rate of other delivery places tends to 0; and based on the invariance factor of the publication price of the whole year, the overall publication rate of all the release places on special dates or holidays tends to 1, and the overall publication rate of other parts on common dates may tend to 0. On one hand, the problems will cause that part of advertisers who have requirements on the placement places or the placement time periods can not place advertisements due to the fact that resources of the needed placement places or the needed placement time periods are in shortage, on the other hand, the platform can not bear potential advertisement requirements, and further supply and demand are unbalanced, and the resources of the advertisement platform can not be fully utilized.

Disclosure of Invention

In order to solve the problems of unbalanced supply and demand and incapability of fully utilizing advertisement platform resources in the existing one-city price pricing mode, the invention aims to provide a novel advertisement putting pricing method, a novel advertisement putting pricing device, a novel computer device and a novel computer readable storage medium.

In a first aspect, the present invention provides an advertisement placement pricing method, including:

acquiring the pre-price-adjustment publication price and the pre-price-adjustment publication rate of each of a plurality of releasing time intervals in a releasing time-space dimension, wherein the releasing time-space dimension comprises a releasing time dimension and/or a releasing space dimension;

and solving to obtain post-price-adjusted publication rates of the various releasing time-space intervals when the variance of the post-price-adjusted publication rates of the various releasing time-space intervals is minimum according to preset constraint conditions and the pre-price-adjusted publication rates of the various releasing time-space intervals, wherein the preset constraint conditions are used for constraining post-price-adjusted value ranges and post-price-adjusted value ranges of the various releasing time-space intervals after price adjustment.

Based on the invention, a new data processing scheme for pricing advertisement putting in the space-time dimension of putting is provided, namely, the method comprises the steps of firstly obtaining the pre-price-adjustment publication price and the pre-price-adjustment publication rate of each putting space-time interval in a plurality of putting space-time intervals in the space-time dimension of putting, then solving and obtaining the post-price-adjustment publication price of each putting space-time interval when the variance of the post-price-adjustment publication rate of the plurality of putting space-time intervals is minimum according to the preset constraint condition and the pre-price-adjustment publication price and the pre-price-adjustment publication rate of each putting space-time interval, thereby adjusting the publication price of each putting space-time interval from the putting time dimension and/or the putting space dimension, realizing the purpose of supply and demand balance under one time period, one place, or one place period, one price, and ensuring that an advertisement platform can bear more potential advertisement demands, and the advertisement platform resources are fully utilized.

In one possible design, the preset constraint condition includes any one or any combination of the following conditions (a) to (G):

(A) the total budget of the existing clients of the plurality of throwing time-space intervals before and after price adjustment is unchanged;

(B) the advertisement putting operation-income ratio of each putting time-space interval in the plurality of putting time-space intervals before and after price adjustment is in a first preset range;

(C) the publication price ratio of each throwing time-space interval in the plurality of throwing time-space intervals before and after price adjustment is within a second preset range;

(D) the profit margin of advertisement putting profit after price adjustment of each putting time-space interval in the plurality of putting time-space intervals is in a third preset range;

(E) for any two of the plurality of release time-space intervals, if the pre-price adjustment publication rate of one of the release time-space intervals is higher than the pre-price adjustment publication rate of the other release time-space interval, the post-price adjustment publication rate of the one of the release time-space intervals is also higher than the post-price adjustment publication rate of the other release time-space interval;

(F) for each of the plurality of throwing time intervals, the corresponding post-price-adjusted publication rate is a decimal not less than zero and not more than one, and the corresponding post-price-adjusted publication rate is a positive number;

(G) and for each release time-space interval in the release time-space intervals, the corresponding post-pricing listing price is not more than the preset friend listing price.

In one possible design, solving the post-price-adjusted publication rate of each of the distribution time intervals when the variance of the post-price-adjusted publication rates of the plurality of distribution time intervals is minimum according to a preset constraint condition and the pre-price-adjusted publication rate of each of the distribution time intervals includes:

abstracting a constraint optimization problem containing N variables and K constraint conditions according to preset constraint conditions and the pre-price-adjustment publication rate of each release time-space interval, wherein N represents the number of release time-space intervals in the release time-space intervals, K represents the number of constraint conditions in the preset constraint conditions, and the constraint optimization problem is used for minimizing the variance of the post-price-adjustment publication rate of the release time-space intervals;

quoting a Lagrange multiplier to convert the constrained optimization problem into an unconstrained optimization problem containing N + K variables;

and performing optimal solution solving processing on the unconstrained optimization problem by adopting a least square method, a gradient descent method or a Newton iteration method to obtain post-price-adjusted publication prices of the various releasing time-space intervals when the variance of post-price-adjusted publication rates of the multiple releasing time-space intervals is minimum.

In one possible design, when the release spatio-temporal dimension includes a release time dimension, according to a preset constraint condition and the pre-price-adjusted publication rate of each release spatio-temporal interval, solving to obtain the post-price-adjusted publication rate of each release spatio-temporal interval when the variance of the post-price-adjusted publication rates of the plurality of release spatio-temporal intervals is minimum, the method includes:

and solving to obtain the unified publication price after the first price adjustment on all the releasing places of each releasing time period when the variance of the expected publication rate after the first price adjustment on all the releasing places of all the releasing time periods is minimum according to the preset constraint condition and the unified publication price before the first price adjustment and the average publication rate before the first price adjustment of all the releasing places of each releasing time period.

In one possible design, when the release spatio-temporal dimensions include release spatial dimensions, solving to obtain post-price-adjusted publication prices of the release spatio-temporal intervals when the variance of the post-price-adjusted publication rates of the release spatio-temporal intervals is minimum according to preset constraint conditions and the pre-price-adjusted publication prices and the pre-price-adjusted publication rates of the release spatio-temporal intervals, including:

and solving to obtain the second adjusted and unified journal rate of each release site in all release time periods when the variance of the expected journal rate of all the release sites in all the release time periods after the second adjustment is minimum according to the preset constraint condition and the second adjusted and unified journal rate of all the release sites in all the release time periods before the second adjustment and the average journal rate before the second adjustment.

In one possible design, when the release time-space dimensions include release time dimensions and release space dimensions, solving to obtain post-price adjustment publication prices of the release time-space intervals when the variance of the post-price adjustment publication rates of the release time-space intervals is minimum according to preset constraint conditions and the pre-price adjustment publication prices and the pre-price adjustment publication rates of the release time-space intervals, includes:

according to the preset constraint condition and the unified publication-case rate of each releasing time period before the first price adjustment and the average publication rate before the first price adjustment of all releasing places, when the variance of the expected publication-case rate of all releasing time periods after the first price adjustment on all releasing places is minimum, the unified publication-case rate of each releasing time period after the first price adjustment on all releasing places is solved;

according to the preset constraint condition and the unified post-pricing and average post-pricing rate of all the releasing places in all the releasing time periods before second price adjustment and the average post-pricing rate before second price adjustment, when the variance of the expected post-pricing rate of all the releasing places in all the releasing time periods after second price adjustment is minimum, the unified post-pricing rate of all the releasing places in all the releasing time periods after second price adjustment is solved;

and determining post-price-adjusted listing prices of the releasing time periods of the releasing sites according to the first post-price-adjusted listing prices of the releasing time periods on all the releasing sites and the second post-price-adjusted listing prices of the releasing sites on all the releasing time periods.

In one possible design, determining a post-price-adjusted publication price of each of the delivering time periods of each of the delivering sites according to a first post-price-adjusted publication price of each of the delivering time periods on all of the delivering sites and a second post-price-adjusted publication price of each of the delivering sites on all of the delivering time periods of each of the delivering sites includes:

calculating the ratio of the unified published example price after the corresponding first price adjustment to the unified published example price before the corresponding first price adjustment according to each releasing time period to obtain a corresponding price adjustment coefficient;

and aiming at each release place, respectively calculating the product of the unified listing price before the corresponding second price adjustment and the price adjustment coefficient of each release time period to obtain the corresponding post-price adjustment listing price in each release time period.

In a second aspect, the invention provides an advertisement putting pricing device, which comprises a data acquisition module and an optimal solution module which are in communication connection;

the data acquisition module is used for acquiring the pre-price-adjustment published price and the pre-price-adjustment publication rate of each of a plurality of release time intervals in a release time-space dimension, wherein the release time-space dimension comprises a release time dimension and/or a release space dimension;

the optimal solving module is used for solving and obtaining post-price-adjusted publication rates of the various releasing time-space intervals when the variance of the post-price-adjusted publication rates of the various releasing time-space intervals is minimum according to preset constraint conditions and the pre-price-adjusted publication rates of the various releasing time-space intervals, wherein the preset constraint conditions are used for constraining post-price-adjusted value ranges and post-price-adjusted value ranges of the various releasing time-space intervals after price adjustment.

In one possible design, the optimal solving module comprises a problem abstraction sub-module, a problem transformation sub-module and a solving processing sub-module which are sequentially in communication connection;

the problem abstraction submodule is used for abstracting a constraint optimization problem containing N variables and K constraint conditions according to preset constraint conditions and the pre-price-adjusted publication rate of each release time-space interval, wherein N represents the number of release time-space intervals in the plurality of release time-space intervals, K represents the number of constraint conditions in the preset constraint conditions, and the constraint optimization problem is used for minimizing the variance of the post-price-adjusted publication rate of the plurality of release time-space intervals;

the problem conversion submodule is used for introducing a Lagrange multiplier to convert the constrained optimization problem into an unconstrained optimization problem containing N + K variables;

and the solving processing submodule is used for carrying out optimal solution solving processing on the unconstrained optimization problem by adopting a least square method, a gradient descent method or a Newton iteration method to obtain adjusted post-publication prices of the various releasing time-space intervals when the variance of the adjusted post-publication rates of the various releasing time-space intervals is minimum.

In a possible design, the optimal solution module includes a first solution submodule, configured to, when the delivery time-space dimension includes a delivery time dimension, obtain, according to the preset constraint condition and a unified publication rate before first price adjustment and an average publication rate before first price adjustment of all delivery places for each delivery time period, a unified publication rate after first price adjustment of all delivery places for each delivery time period when a variance of an expected publication rate after first price adjustment of all delivery time periods on all delivery places is minimum.

In a possible design, the optimal solution module includes a second solution submodule, configured to, when the release time-space dimension includes a release space dimension, obtain, according to the preset constraint condition and a consolidated post-offer rate before a second price adjustment and an average post-offer rate before the second price adjustment in all release time periods of each release place, a consolidated post-offer rate after the second price adjustment in all release time periods of each release place when a variance of an expected post-offer rate after the second price adjustment in all release time periods of all release places is minimum.

In one possible design, the optimal solving module comprises a first solving submodule, a second solving submodule and a published price determining submodule;

the first solving submodule is used for solving and obtaining the first adjusted post-unified publication rate of each releasing time period on all releasing places when the variance of the expected publication rate after the first adjusted price of all releasing time periods on all releasing places is minimum according to the preset constraint condition and the first adjusted pre-unified publication rate and the first adjusted pre-average publication rate of each releasing time period on all releasing places when the releasing time-space dimension comprises a releasing time dimension and a releasing space dimension;

the second solving submodule is used for solving and obtaining the second adjusted post-unified publication rate of all the releasing places in all the releasing time periods when the variance of the expected publication rate of all the releasing places in all the releasing time periods after second price adjustment is minimum according to the preset constraint condition and the second adjusted pre-unified publication rate and the second adjusted pre-average publication rate of all the releasing places in all the releasing time periods when the releasing time-space dimension comprises the releasing time dimension and the releasing space dimension;

the publication price determining submodule is respectively in communication connection with the first solving submodule and the second solving submodule and is used for determining post-price-adjusted publication prices of all the releasing time periods of all the releasing places according to the post-first-price-adjusted publication prices of all the releasing time periods of all the releasing places and the post-second-price-adjusted publication prices of all the releasing time periods of all the releasing places.

In one possible design, the publication price determining submodule comprises a first computing grandchild module and a second computing grandchild module which are connected in a communication mode;

the first calculating sun module is configured to calculate, for each of the delivery time periods, a ratio of the unified post-offer price after the corresponding first price adjustment to the unified pre-offer price before the corresponding first price adjustment to obtain a corresponding price adjustment coefficient;

and the second calculating sun module is used for calculating products of the corresponding consolidated listing price before the second price adjustment and the price adjustment coefficient of each releasing time period respectively aiming at each releasing place to obtain the corresponding post-price adjustment listing price in each releasing time period.

In a fifth aspect, the present invention provides a computer device comprising a memory and a processor, wherein the memory is used for storing a computer program, and the processor is used for reading the computer program and executing the advertisement placement pricing method according to the first aspect or any of the possible designs of the first aspect.

In a fourth aspect, the present invention provides a computer readable storage medium having stored thereon instructions which, when run on a computer, perform a method of pricing advertising impressions as described in the first aspect above or any of the possible designs of the first aspect.

In a fifth aspect, the present invention provides a computer program product comprising instructions which, when run on a computer, cause the computer to perform the ad placement pricing method as described above in the first aspect or any possible design thereof.

Drawings

In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to the drawings without creative efforts.

Fig. 1 is a flow chart of an advertisement placement pricing method provided by the invention.

Fig. 2 is a schematic structural diagram of an advertisement placement pricing apparatus provided by the present invention.

Fig. 3 is a schematic structural diagram of a computer device provided by the present invention.

Detailed Description

The invention is further described with reference to the following figures and specific embodiments. It should be noted that the description of the embodiments is provided to help understanding of the present invention, but the present invention is not limited thereto. Specific structural and functional details disclosed herein are merely representative of exemplary embodiments of the invention. This invention may, however, be embodied in many alternate forms and should not be construed as limited to the embodiments set forth herein.

It will be understood that, although the terms first, second, etc. may be used herein to describe various objects, these objects should not be limited by these terms. These terms are only used to distinguish one object from another. For example, a first object may be referred to as a second object, and similarly, a second object may be referred to as a first object, without departing from the scope of example embodiments of the present invention.

It should be understood that, for the term "and/or" as may appear herein, it is merely an associative relationship that describes an associated object, meaning that three relationships may exist, e.g., a and/or B may mean: a exists alone, B exists alone or A and B exist at the same time; for the term "/and" as may appear herein, which describes another associative object relationship, it means that two relationships may exist, e.g., a/and B, may mean: a exists singly or A and B exist simultaneously; in addition, for the character "/" that may appear herein, it generally means that the former and latter associated objects are in an "or" relationship.

As shown in fig. 1, the advertisement placement pricing method provided in the first aspect of this embodiment may be, but not limited to, executed by a Computer device with certain computing resources, for example, executed by an electronic device such as a Personal Computer (PC, which refers to a multipurpose Computer with a size, price and performance suitable for Personal use; a desktop Computer, a laptop Computer, a mini-laptop Computer, a tablet Computer, a super Computer, etc. all belong to a Personal Computer), a smart phone, a Personal digital assistant (PAD), or a wearable device, so as to adjust the placement prices of each time-space placement interval from the placement time dimension and/or the placement space dimension after obtaining the historical placement prices and the historical publication rates of each time-space placement interval in a target area (e.g., a certain city, etc.), and further provide a reference opinion for an advertisement platform service provider to develop an advertisement service in the target area, the purpose of supply and demand balance is achieved, the advertising platform can be ensured to bear more potential advertising demands, and the resources of the advertising platform are fully utilized. The advertisement placement pricing method may include, but is not limited to, the following steps S1 to S2.

S1, acquiring the pre-price-adjustment publication price and the pre-price-adjustment publication rate of each of a plurality of releasing time intervals in a releasing time-space dimension, wherein the releasing time-space dimension comprises a releasing time dimension and/or a releasing space dimension.

In step S1, the launch space-time dimension may be a one-dimensional dimension including only the launch time dimension or the launch space dimension, or may be a two-dimensional dimension including the launch time dimension and the launch space dimension. For the delivery time dimension, the delivery time-space may be, but is not limited to, a certain delivery period in particular measured in hours, days, weeks, months, or quarters, for example, for the entire year, the delivery time-space is one of 1-12 months. For the projection space dimension, the projection time-space may be, but is not limited to, a certain projection place with the floor, the cell, or the street of the target area as a measurement unit, for example, for the target area, the projection time-space is one of all floors. While for the drop time dimension and the drop space dimension, the drop time-space interval may be, but is not limited to, specifically some combination of the aforementioned drop time period and the aforementioned drop location, for example, for the whole year and the target region, the drop time-space interval may be a combination of month 5 and month one, a combination of month 9 and month two, or a combination of month 11 and month one, and so on. The pre-pricing listing price is a historical listing price corresponding to a time-space-for-delivery interval, for example, a listing price of all floors in the target area in the last 5 months, a listing price of a first floor in the target area in the last year, or a listing price of a first floor in the target area in the last 12 months, and the like, wherein the historical listing price can be extracted from historical advertising service data, for example, an adopted listing price corresponding to a time-space-for-delivery interval and in a city price-position pricing manner is read from the historical advertising service data, or can be obtained based on historical advertising service data statistics, for example, an average adopted listing price corresponding to the time-space-for-delivery interval and on all advertising screens is obtained based on the historical advertising service data statistics. Similarly, the pre-pricing periodical rate is a historical periodical rate of the corresponding delivery time-space interval, for example, an average periodical rate of all the floors of the target area in the last 5 months and on all the advertisement screens, an average periodical rate of the pan a of the target area in the last year and on all the advertisement screens, an average periodical rate of the pan a of the target area in the last 12 months and on all the advertisement screens, and the like, wherein the historical periodical rate can be obtained through conventional statistics based on historical advertisement service data. Moreover, any two of the plurality of delivery spatio-temporal intervals may be contiguous or discrete, e.g., two delivery locations are contiguous or discrete and two delivery periods are contiguous or discrete.

And S2, solving to obtain post-price-adjusted publication rates of the various releasing time-space intervals when the variance of the post-price-adjusted publication rates of the various releasing time-space intervals is minimum according to preset constraint conditions and the pre-price-adjusted publication rates of the various releasing time-space intervals, wherein the preset constraint conditions are used for constraining post-price-adjusted value ranges and post-price-adjusted value ranges of the various releasing time-space intervals.

In step S2, the preset constraint condition includes, but is not limited to, any one of the following conditions (a) to (G), or any combination thereof.

(A) The existing customer total budget of the plurality of delivery time-space intervals before and after price adjustment is unchanged.

In the condition (a), the formula is:

wherein N represents the number of the throwing space-time intervals in the plurality of throwing space-time intervals, i represents a natural number, v_iRepresents a pre-offer publication price, gamma, corresponding to an ith delivery time interval of the plurality of delivery time intervals_iRepresents a time space with the i-th shot

Volume of publication before price adjustment corresponding to interval_iRepresents post-pricing publication price, gamma, corresponding to the ith delivery time interval_iRepresenting the adjusted publication rate corresponding to the ith delivery time-space,

i.e. the value representing the reduction of the existing customer total budget before price adjustment of the plurality of delivery spatio-temporal intervals (the total budget before reduction needs to be multiplied by the number of periodical digits, i.e.:

minimum discount per number of publication).

(B) The advertisement putting operation and income ratio of each putting time space in the plurality of putting time space intervals before and after price adjustment is in a first preset range.

In the condition (B), for an ith of the plurality of impression spatio-temporal intervals, formulating as:

in the formula, alpha₁Represents a lower limit value, β, of said first preset range₁And an upper limit value representing the first preset range, where the first preset range may be preset individually for each of the delivery time intervals, or may be preset collectively for the plurality of delivery time intervals. For example, the lower limit value α₁Can be preset to be 0.9, and the upper limit value beta₁The preset value is 1.3, which means that for the ith delivery time-space, the advertisement delivery revenue after price adjustment is more than or equal to 0.9 times of the advertisement delivery revenue before price adjustment, and is less than or equal to 1.3 times of the advertisement delivery revenue before price adjustment.

(C) And the publication price ratio of each throwing space-time interval in the plurality of throwing space-time intervals before and after price adjustment is in a second preset range.

In the condition (C), for an ith of the plurality of impression spatio-temporal intervals, formulating as:

in the formula, alpha₂Represents a lower limit value, β, of said second predetermined range₂And an upper limit value representing the second preset range, where the second preset range may be preset individually for each of the plurality of throwing time-space intervals, or may be preset collectively for the plurality of throwing time-space intervals. For example, the lower limit value α₂Can be preset to be 0.5, and the upper limit value beta₂The preset value is 1.3, which means that for the ith release time interval, the post-price-adjustment publication price is more than or equal to 0.5 times of the pre-price-adjustment publication price and less than or equal to 1.3 times of the pre-price-adjustment publication price.

(D) And the profit rate of advertisement putting profit after price adjustment of each putting time-space interval in the plurality of putting time-space intervals is within a third preset range.

In the condition (D), for an ith of the plurality of impression spatio-temporal intervals, formulating as:

in the formula, D_iRepresents an advertisement placement cost (which is the same value before and after price adjustment) corresponding to the ith placement time interval, alpha₃Represents a lower limit value, β, of said third preset range₃And an upper limit value representing the third preset range, where the third preset range may be preset individually for each of the plurality of throwing time-space intervals, or may be preset collectively for the plurality of throwing time-space intervals. For example, the lower limit value α₃Can be preset to be 0.9, and the upper limit value beta₃The presettable value is 1.3, which means that for the ith delivery time-space interval, the advertisement delivery revenue profit margin after price adjustment is more than or equal to 0.9 times of the advertisement delivery revenue margin before price adjustment, and less than or equal to 1.3 times of the advertisement delivery revenue margin before price adjustment.

(E) For any two of the plurality of release time-space intervals, if the pre-price-adjustment publication rate of one of the release time-space intervals is higher than the pre-price-adjustment publication rate of the other release time-space interval, the post-price-adjustment publication rate of the one release time-space interval is also higher than the post-price-adjustment publication rate of the other release time-space interval.

In the condition (E), for the ith and jth E [1, N ] of the plurality of impression spatio-temporal intervals, formulating as:

if gamma is_i＞γ_jV 'then'_i＞ν′_j

In the formula, gamma_jIndicates a pre-price-adjustment publication rate v 'corresponding to the jth delivery time-space interval'_jAnd representing the post-pricing publication price corresponding to the jth delivery time-space interval, so that if the higher the publication rate before pricing is, the higher the commercial value of the corresponding delivery time-space interval is reflected to be, the higher the corresponding post-pricing publication price is, so as to meet the actual economic condition.

(F) For each of the plurality of drop-in time-slots, the corresponding post-call publication rate is a decimal that is not less than zero and not greater than one, and the corresponding post-call publication rate is a positive number.

In the condition (F), for an ith of the plurality of impression spatio-temporal intervals, formulating as: is not more than 0 ≤ gamma'_i≤1,ν′_iAnd the publication rate after price adjustment and the publication price after price adjustment are both in the normal value range.

In the condition (G), for an ith of the plurality of impression spatio-temporal intervals, formulating as:

in the formula (I), the compound is shown in the specification,

representing a friend publication price corresponding to the ith release time interval that can be pre-provisioned individually for each of the release time intervalsAnd if the release time intervals are preset in a unified way, the release time intervals can be preset in a unified way, so that the price competitive advantage of the post-price-adjusted publication price relative to the friend can be ensured.

In the step S2, according to the preset constraint condition and the pre-price-adjustment publication rate of each distribution time-space, a mathematical model of the post-price-adjustment publication rate of each distribution time-space when the variance of the post-price-adjustment publication rate of the distribution time-space is minimum is solved, that is, a one-time one-price mathematical model for the distribution time dimension, a one-place one-price mathematical model for the distribution space dimension, or a one-time one-price mathematical model for the distribution time dimension and the distribution place dimension, and the corresponding objective function can be represented by the following formula:

wherein σ represents a standard deviation of post-call publication rates of the plurality of delivery time-space intervals, σ²Representing a variance of post-call publication rates for the plurality of impression spatiotemporal intervals,

and representing the average value of the post-price-adjusted publication rates of the plurality of release time-space intervals. In addition, the one-time-price mathematical model can be understood as that under the constraint conditions of ensuring the existing customer total budget to be unchanged and the like, the target release time period can be normally selected for potential customers after the publication rate is leveled after price adjustment of the release time dimension; the one-place one-price mathematical model can be understood as that under the constraint conditions of ensuring the unchanged total budget of the existing client and the like, the target release place can be normally selected for the potential client after the publication rate is leveled after the price is adjusted in the release space dimension; the one-place one-time one-price mathematical model can be understood as that under the constraint conditions of ensuring the existing customer total budget to be unchanged and the like, the publication time dimension and the publication space dimension are leveled to the publication rate after price adjustmentThe potential customer can normally select the target release time period of the target release place; therefore, the platform can be ensured to bear more advertisement requirements, and the overall revenue of the platform is increased.

In step S2, the specific solving process is preferably as follows: solving and obtaining the post-price-adjusted publication rate of each releasing time-space when the variance of the post-price-adjusted publication rates of the plurality of releasing time-spaces is minimum according to preset constraint conditions and the pre-price-adjusted publication rate of each releasing time-space, wherein the steps include, but are not limited to, the following steps S201-S203.

S201, abstracting a constraint optimization problem containing N variables and K constraint conditions according to preset constraint conditions and the pre-price-adjustment publication rate of each releasing time-space interval, wherein N represents the number of releasing time-space intervals in the plurality of releasing time-space intervals, K represents the number of constraint conditions in the preset constraint conditions, and the constraint optimization problem is used for minimizing the variance of the post-price-adjustment publication rate of the plurality of releasing time-space intervals.

In the step S201, a constraint optimization problem including N variables and K constraint conditions is abstracted according to preset constraint conditions and the pre-price-adjustment publication rate of each release time-space, that is, the one-time-price mathematical model, the one-place-price mathematical model, or the one-place-one-time-price mathematical model is abstracted.

S202, introducing a Lagrange multiplier to convert the constrained optimization problem into an unconstrained optimization problem containing N + K variables.

In the step S202, since the time-interval and cost-price mathematical model, the one-site and cost-price mathematical model, or the one-site and time-interval and cost-price mathematical model belongs to the objective function optimal solution model under the constraint condition, the lagrange multiplier can be adopted to convert into the unconstrained optimization problem. The Lagrange multiplier is a method for solving an extreme value of a function f (x1, x 2.)) under a constraint condition that g (x1, x 2.)) is 0, and the main idea is to introduce a new parameter lambda, connect a constraint condition function and a primitive function together, enable an equation which is equal to the number of variables to be prepared, and solve the solution of each variable which obtains the extreme value of the primitive function, so that the specific conversion process is the conventional mode.

S203, carrying out optimal solution solving processing on the unconstrained optimization problem by adopting a least square method, a gradient descent method or a Newton iteration method to obtain post-price-adjusted publication prices of the various releasing time-space intervals when the variance of post-price-adjusted publication rates of the multiple releasing time-space intervals is minimum.

In step S203, the least square method, the gradient descent method, and the newton iteration method are all existing mathematical methods, so that the adjusted post-offer publication prices of the respective advertisement delivery time-slots when the variance of the adjusted post-offer rates of the plurality of advertisement delivery time-slots is minimum can be obtained based on a conventional manner, thereby achieving the purpose of obtaining new advertisement delivery pricing.

Therefore, based on the advertisement putting pricing method described in the foregoing steps S1-S2, a new data processing scheme for advertisement putting pricing in the putting space-time dimension is provided, that is, the pre-price-adjusted listing price and the pre-price-adjusted publication rate of each putting space-time interval in the plurality of putting space-time intervals in the putting space-time dimension are obtained first, and then the post-price-adjusted listing price of each putting space-time interval when the variance of the post-price-adjusted publication rates of the plurality of putting space-time intervals is minimum is obtained by solving according to the preset constraint conditions and the pre-price-adjusted listing price and the pre-price-adjusted publication rate of each putting space-time interval, so that the listing price of each putting space-time interval can be adjusted from the putting time dimension and/or the putting space dimension, the purpose of balancing supply and demand under one time slot, one place one price or one place one time slot one price slot is achieved, and the advertisement platform can bear more potential advertisement demands, and the advertisement platform resources are fully utilized.

In this embodiment, on the basis of the technical solution of the first aspect, a first possible design for pricing advertisement delivery in a delivery time dimension is further specifically provided, that is, when the delivery time-space dimension includes the delivery time dimension, according to a preset constraint condition and the pre-price-adjusted publication rate of each delivery time-space, the post-price-adjusted publication rate of each delivery time-space when the variance of the post-price-adjusted publication rates of the plurality of delivery time-spaces is minimum is obtained by solving, including but not limited to the following step S21: and solving to obtain the unified publication price after the first price adjustment on all the releasing places of each releasing time period when the variance of the expected publication rate after the first price adjustment on all the releasing places of all the releasing time periods is minimum according to the preset constraint condition and the unified publication price before the first price adjustment and the average publication rate before the first price adjustment of all the releasing places of each releasing time period.

In the step S21, the each throwing time period is the each throwing space-time interval, for example, each of the months 1 to 12. The unified publication price before the first price adjustment is a unified historical publication price of all the releasing places corresponding to the releasing time periods in the target area, for example, the unified publication price is an adopted publication price of the corresponding month and under a one-price-in-one-city pricing mode, or the average adopted publication price on all advertisement screens of all floors of the target area corresponding to the month is obtained through statistics. And the average publication rate before the first price adjustment is the average historical publication rate of all the releasing places in the target area corresponding to the releasing time period. The specific solving process in step S21 can refer to steps S201 to S203, which are not described herein again. Therefore, through the step S21, the unified post-offer price of each of the obtained delivery time slots on all the delivery places can be used as a result of pricing a time slot by price on the delivery time dimension, so as to achieve the purpose of balancing supply and demand under a time slot by price, ensure that the advertisement platform can bear more potential advertisement demands, and fully utilize the advertisement platform resources.

Therefore, based on the possible design one described in detail in the foregoing step S21, the obtained first-time post-offer unified offer of each delivery time slot on all delivery places can be specifically used as a result of pricing a time slot by price on the delivery time dimension, so as to achieve the purpose of balancing supply and demand at a time slot by price, ensure that the advertisement platform can bear more potential advertisement demands, and fully utilize the advertisement platform resources.

In this embodiment, on the basis of the technical solution of the first aspect, a second possible design for pricing advertisement delivery in a delivery space dimension is further specifically provided, that is, when the delivery space-time dimension includes the delivery space dimension, according to a preset constraint condition and the pre-price-adjusted publication rate of each delivery space-time interval, the post-price-adjusted publication rate of each delivery space-time interval when the variance of the post-price-adjusted publication rates of the plurality of delivery space-time intervals is minimum is obtained by solving, including but not limited to, the following step S22: and solving to obtain the second adjusted and unified journal rate of each release site in all release time periods when the variance of the expected journal rate of all the release sites in all the release time periods after the second adjustment is minimum according to the preset constraint condition and the second adjusted and unified journal rate of all the release sites in all the release time periods before the second adjustment and the average journal rate before the second adjustment.

In step S22, the respective drop locations are the respective drop time-space intervals, for example, the respective floors of all the floors in the target area. The unified listing price before the second price adjustment is the unified historical listing price of the corresponding release places in all release time periods, for example, the adopted listing price of the corresponding building and under a city price-position pricing mode, or the average adopted listing price of the corresponding building and on all advertising screens of the whole year is obtained through statistics. And the average publication rate before the second price adjustment is the average historical publication rate of the corresponding release places in all release time periods. The specific solving process in step S22 can refer to steps S201 to S203, which are not described herein again. Therefore, through the step S22, the obtained second post-pricing unified offer of each delivery location in all delivery time slots can be used as a result of pricing a location price in the delivery space dimension, so as to achieve the purpose of balancing supply and demand in a location price, ensure that the advertisement platform can bear more potential advertisement demands, and fully utilize the advertisement platform resources.

Based on the second possible design detailed in step S22, the obtained second post-pricing unified offer of each delivery location in all delivery time slots can be used as a result of pricing a location price in the delivery space dimension, so as to achieve the purpose of balancing supply and demand at a location price, ensure that the advertisement platform can bear more potential advertisement demands, and fully utilize the advertisement platform resources.

On the basis of the first aspect and the technical solutions that may be designed to be the first and second aspects, the present embodiment further specifically provides a third possible design for pricing advertisement impressions in the impression time dimension and the impression space dimension, that is, when the impression time-space dimension includes the impression time dimension and the impression space dimension, according to a preset constraint condition and the pre-offer publication price and the pre-offer publication rate of each impression time-space, solving to obtain the post-offer publication price of each impression time-space when the variance of the post-offer publication rates of the plurality of impression time-space intervals is minimum, including but not limited to the following steps S21 to S23.

S21, solving and obtaining the first adjusted and then unified publication price of each putting time period on all putting places when the variance of the expected publication rate after the first adjusted price of all the putting time periods on all the putting places is minimum according to the preset constraint condition and the first adjusted and before-first-adjusted publication price and the first adjusted and before-first-adjusted average publication rate of each putting time period on all the putting places.

S22, solving and obtaining the second adjusted and then unified publication price of each release site in all release time periods when the variance of the expected publication rate of all the release sites in all the release time periods after the second adjustment is minimum according to the preset constraint conditions and the second adjusted and before-release average publication price of all the release sites in all the release time periods and the second adjusted and before-release average publication rate.

S23, determining post-price-adjusted publication prices of all the releasing time periods of all the releasing places according to the first post-price-adjusted publication prices of all the releasing time periods and the second post-price-adjusted publication prices of all the releasing time periods of all the releasing places.

The details of the foregoing steps S21-S22 can be referred to the foregoing possible designs one and two, and in the step S23, the following steps S231-S232 are preferably included, but not limited thereto.

S231, calculating the ratio of the unified publication example price after the corresponding first price adjustment to the unified publication example price before the corresponding first price adjustment according to each releasing time period to obtain the corresponding price adjustment coefficient.

In the step S231, the corresponding price adjustment coefficient η is set for the xth delivery period (x represents a positive integer)_xThe calculation can be made according to the following formula:

in formula (II) V'_xRepresenting a first post-call consolidated publication price, V, corresponding to the xth impression period_xAnd representing the unified listing price before the first price adjustment corresponding to the x-th putting time period.

And S232, aiming at each release place, respectively calculating the product of the unified publication example price before the corresponding second price adjustment and the price adjustment coefficient of each release time period to obtain the corresponding post-price publication example price in each release time period.

In the step S232, the corresponding post-market price V 'is assigned to the y-th release location (y represents a positive integer) in the x-th release time period'_x,yThe calculation can be made according to the following formula:

V′_x,y＝V′_yη_x

in formula (II) V'_yAnd displaying the unified publication price after the second price adjustment corresponding to the y-th delivery place. Therefore, post-pricing of each putting place in each putting time period can be used as a result of pricing one place one time period one price on the putting time dimension and the putting space dimension, the purpose of supply and demand balance in one place one time period one price is achieved, the advertising platform can bear more potential advertising demands, and the advertising platform resources are fully utilized.

Based on the third possible design detailed in the foregoing steps S21-S23, the post-offer pricing of each offering site in each offering period can be specifically used as a result of pricing a site-by-site price in the offering time dimension and the offering space dimension, so as to achieve the purpose of balancing supply and demand in a site-by-site price, ensure that the advertising platform can bear more potential advertising demands, and fully utilize the advertising platform resources.

As shown in fig. 2, a second aspect of this embodiment provides a virtual device for implementing the advertisement placement pricing method according to the first aspect or any possible design of the first aspect, including a data obtaining module and an optimal solution module, which are connected in communication;

The working process, working details and technical effects of the foregoing apparatus provided in the second aspect of this embodiment may refer to the first aspect or any possible design of the advertisement placement pricing method in the first aspect, which is not described herein again.

As shown in fig. 3, a third aspect of the present embodiment provides a computer device for executing the pricing method for advertisement impressions according to any possible design of the first aspect or any possible design of the first aspect, and the computer device includes a memory and a processor, which are communicatively connected, wherein the memory is used for storing a computer program, and the processor is used for reading the computer program and executing the pricing method for advertisement impressions according to any possible design of the first aspect or any possible design of the first aspect. For example, the Memory may include, but is not limited to, a Random-Access Memory (RAM), a Read-Only Memory (ROM), a Flash Memory (Flash Memory), a First-in First-out (FIFO), and/or a First-in Last-out (FILO), and the like; the processor may be, but is not limited to, a microprocessor of the model number STM32F105 family. In addition, the computer device may also include, but is not limited to, a power module, a display screen, and other necessary components.

For the working process, working details and technical effects of the foregoing computer device provided in the third aspect of this embodiment, reference may be made to the first aspect or any possible design of the advertisement placement pricing method in the first aspect, which is not described herein again.

A fourth aspect of the present embodiments provides a computer-readable storage medium storing instructions comprising the first aspect or any of the first aspects that may be designed for pricing an advertisement placement, the computer-readable storage medium having instructions stored thereon that, when executed on a computer, perform a method for pricing an advertisement placement as described in the first aspect or any of the first aspects that may be designed for. The computer-readable storage medium refers to a carrier for storing data, and may include, but is not limited to, floppy disks, optical disks, hard disks, flash memories, flash disks and/or Memory sticks (Memory sticks), etc., and the computer may be a general-purpose computer, a special-purpose computer, a computer network, or other programmable devices.

For the working process, working details and technical effects of the foregoing computer-readable storage medium provided in the third aspect of this embodiment, reference may be made to the first aspect or any possible design of the advertisement placement pricing method in the first aspect, which is not described herein again.

A fifth aspect of the present embodiments provides a computer program product comprising instructions which, when run on a computer, cause the computer to perform an ad placement pricing method according to the first aspect or any of the possible designs of the first aspect. The computer may be a general purpose computer, a special purpose computer, a network of computers, or other programmable devices.

Finally, it should be noted that the present invention is not limited to the above alternative embodiments, and that various other forms of products can be obtained by anyone in light of the present invention. The above detailed description should not be taken as limiting the scope of the invention, which is defined in the claims, and which the description is intended to be interpreted accordingly.

Claims

1. An advertisement placement pricing method, comprising:

2. The method according to claim 1, wherein the preset constraint condition comprises any one or any combination of the following conditions (a) to (G):

3. The method of claim 1, wherein solving for a post-adjusted publication price for each of the plurality of release spatio-temporal intervals when a variance of post-adjusted publication rates of the plurality of release spatio-temporal intervals is minimal based on preset constraints and the pre-adjusted publication price and the pre-adjusted publication rate for each of the release spatio-temporal intervals comprises:

4. The method as claimed in claim 1, wherein when the release spatio-temporal dimension includes a release time dimension, solving to obtain a post-adjusted publication rate of each release spatio-temporal interval when the variance of the post-adjusted publication rate of the plurality of release spatio-temporal intervals is minimum according to a preset constraint condition and the pre-adjusted publication rate of each release spatio-temporal interval, comprises:

5. The method as claimed in claim 1, wherein when the release spatio-temporal dimensions include a release spatial dimension, solving to obtain a post-adjusted publication rate of each release spatio-temporal interval when the variance of the post-adjusted publication rate of the plurality of release spatio-temporal intervals is minimum according to a preset constraint condition and the pre-adjusted publication rate of each release spatio-temporal interval, comprises:

6. The method as claimed in claim 1, wherein when the release spatio-temporal dimensions include a release time dimension and a release space dimension, solving to obtain a post-adjusted publication price of each release spatio-temporal interval when a variance of the post-adjusted publication rates of the plurality of release spatio-temporal intervals is minimum according to a preset constraint condition and the pre-adjusted publication price and the pre-adjusted publication rate of each release spatio-temporal interval, comprises:

7. The method as claimed in claim 6, wherein determining the post-pricing listing price for each of the placement sessions for each of the placement sites based on a first post-pricing listing price for each of the placement sessions and a second post-pricing listing price for each of the placement sites over each of the placement sessions comprises:

8. An advertisement putting pricing device is characterized by comprising a data acquisition module and an optimal solution module which are in communication connection;

9. A computer device comprising a memory and a processor communicatively coupled, wherein the memory is configured to store a computer program and the processor is configured to read the computer program and execute the advertisement placement pricing method according to any of claims 1-7.

10. A computer-readable storage medium having instructions stored thereon which, when executed on a computer, perform a method for pricing advertising impressions according to any one of claims 1 to 7.