CN113722633B - Message release strategy determining method and device, electronic equipment and storage medium - Google Patents
Message release strategy determining method and device, electronic equipment and storage medium Download PDFInfo
- Publication number
- CN113722633B CN113722633B CN202010457442.4A CN202010457442A CN113722633B CN 113722633 B CN113722633 B CN 113722633B CN 202010457442 A CN202010457442 A CN 202010457442A CN 113722633 B CN113722633 B CN 113722633B
- Authority
- CN
- China
- Prior art keywords
- message
- advertisement
- advertisement type
- type message
- ordering
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Active
Links
- 238000000034 method Methods 0.000 title claims abstract description 35
- 238000012163 sequencing technique Methods 0.000 description 10
- 238000010586 diagram Methods 0.000 description 7
- 230000003993 interaction Effects 0.000 description 3
- 238000012545 processing Methods 0.000 description 3
- 230000006978 adaptation Effects 0.000 description 2
- 230000006870 function Effects 0.000 description 2
- 238000013459 approach Methods 0.000 description 1
- 230000009286 beneficial effect Effects 0.000 description 1
- 238000004590 computer program Methods 0.000 description 1
- 238000013500 data storage Methods 0.000 description 1
- 230000007423 decrease Effects 0.000 description 1
- 238000011161 development Methods 0.000 description 1
- 230000000694 effects Effects 0.000 description 1
- 238000005516 engineering process Methods 0.000 description 1
- 238000007726 management method Methods 0.000 description 1
- 238000012986 modification Methods 0.000 description 1
- 230000004048 modification Effects 0.000 description 1
- 230000003287 optical effect Effects 0.000 description 1
- 230000001737 promoting effect Effects 0.000 description 1
Classifications
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/90—Details of database functions independent of the retrieved data types
- G06F16/95—Retrieval from the web
- G06F16/958—Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
Landscapes
- Engineering & Computer Science (AREA)
- Theoretical Computer Science (AREA)
- Business, Economics & Management (AREA)
- Finance (AREA)
- Databases & Information Systems (AREA)
- Strategic Management (AREA)
- Physics & Mathematics (AREA)
- General Physics & Mathematics (AREA)
- Accounting & Taxation (AREA)
- Development Economics (AREA)
- General Engineering & Computer Science (AREA)
- Entrepreneurship & Innovation (AREA)
- Game Theory and Decision Science (AREA)
- Data Mining & Analysis (AREA)
- Economics (AREA)
- Marketing (AREA)
- General Business, Economics & Management (AREA)
- Management, Administration, Business Operations System, And Electronic Commerce (AREA)
- Information Transfer Between Computers (AREA)
Abstract
The disclosure relates to a method and a device for determining a message release strategy, electronic equipment and a storage medium, and relates to the technical field of message release. Determining the virtual exposure cost of the non-advertisement message according to the attribute parameters of the non-advertisement message to be issued; according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order; according to the ordering position of the non-advertisement type message, the affiliated relation of the ordering position of the advertisement type message and the preset appointed issuing position range aiming at the advertisement type message, the message issuing strategy is determined, the non-advertisement type message and the advertisement type message can be arranged in a descending order according to the exposure cost, so that the ordering position of the advertisement type message with higher exposure cost is higher, and/or the ordering position of the advertisement type message with lower exposure cost is lower and even discarded, thereby improving the experience of audience and/or increasing the income of a message issuing platform.
Description
Technical Field
The disclosure relates to the technical field of message publishing, and in particular relates to a method and a device for determining a message publishing policy, electronic equipment and a storage medium.
Background
With the development of the mobile internet, the message publishing platform publishes and propagates target messages (such as text messages, voice messages and video stream information), which are one of the current common media approaches, wherein the target messages comprise advertisement type messages and non-advertisement type messages. If an advertiser (person who needs to publish advertisement information) wants to publish advertisement messages on a message publication platform, payment is required to the message publication platform (payment is not required for non-advertisement messages). The specific cost is related to the sequence position of the advertisement type message in the batch message in the release interface; while the experience of viewing messages for the viewer is associated with the interest level of the associated homogeneous messages.
In the prior art, the release strategy of batch messages is a message release request aiming at different user terminals at the same time or different times, and according to the historic interest degree of the user terminals for the non-advertisement type messages to be released and related to the same kind of messages, the audience sorts the non-advertisement type messages to be released in the database, and inserts the advertisement type messages into the appointed advertisement space after the sorting is finished, so as to determine the message release strategy corresponding to different user terminals. However, after the message is published according to the currently determined message publishing policy, there is a problem that the experience of the audience is low or the income of the message publishing platform is low.
Disclosure of Invention
The disclosure provides a method and a device for determining a message release strategy, electronic equipment and a storage medium, which at least solve the problems of low experience of audience or low income of a message release platform after releasing a message according to the currently determined message release strategy in the related technology. The technical scheme of the present disclosure is as follows:
according to a first aspect of embodiments of the present disclosure, there is provided a message publishing policy determining method, the method including:
determining virtual exposure cost of the non-advertisement type message according to attribute parameters of the non-advertisement type message to be published, wherein the attribute parameters at least comprise historical publication parameters and initial sequence position information associated with the non-advertisement type message;
according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order;
and determining a message release strategy for the non-advertisement message or the combination of the advertisement message and the non-advertisement message according to the ordering position of the non-advertisement message, the ordering position of the advertisement message and the preset affiliated relation of the appointed release position range of the advertisement message.
According to a second aspect of embodiments of the present disclosure, there is provided a message distribution policy determining apparatus, the apparatus including:
a cost determining unit configured to determine a virtual exposure cost of a non-advertisement message according to an attribute parameter of the non-advertisement message to be published, wherein the attribute parameter at least comprises a historical publication parameter and initial sequence position information associated with the non-advertisement message;
a message ordering unit configured to perform descending order of the non-advertisement type messages and advertisement type messages according to the generated virtual exposure cost of the non-advertisement type messages and the pre-stored actual exposure cost of the advertisement type messages;
and a distribution policy determining unit configured to perform a message distribution policy for determining a non-advertisement type message, or a combination of an advertisement type message and a non-advertisement type message, based on a ranking position of the non-advertisement type message, a relationship of the ranking position of the advertisement type message and a preset designated distribution position range for the advertisement type message.
According to a third aspect of embodiments of the present disclosure, there is provided an electronic device, comprising:
a processor;
a memory for storing processor-executable instructions;
wherein the processor is configured to execute instructions to implement the message issue policy determination method of the first aspect of the embodiments of the present disclosure.
According to a fourth aspect of embodiments of the present disclosure, there is provided a storage medium, which when executed by a processor of a server, enables the server to perform a message distribution policy determination method as in the first aspect of embodiments of the present disclosure.
According to a fifth aspect of embodiments of the present disclosure, there is provided a computer program product comprising instructions which, when executed by a computer, cause the computer to perform the message issue policy determination method of the first aspect of embodiments of the present disclosure.
The technical scheme provided by the embodiment of the disclosure at least brings the following beneficial effects: the message release strategy determining method determines the virtual exposure cost of the non-advertisement type message according to the attribute parameters of the non-advertisement type message to be released; according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order; according to the ordering position of the non-advertisement type message, the affiliated relation of the ordering position of the advertisement type message and the preset appointed release position range aiming at the advertisement type message, the message release strategy of the non-advertisement type message or the combination of the advertisement type message and the non-advertisement type message is determined, so that the non-advertisement type message and the advertisement type message can be arranged in a descending order according to the exposure cost, the ordering position of the advertisement type message with higher exposure cost is higher (the ordering of the ordering position of the advertisement type message is higher, the increased income is higher), and/or the ordering position of the advertisement type message with lower exposure cost is lower or even discarded (the ordering of the ordering position of the advertisement type message is lower or discarded, the increased audience experience is higher), thereby improving the audience experience and/or increasing the income of a message release platform.
It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the disclosure.
Drawings
The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the disclosure and together with the description, serve to explain the principles of the disclosure and do not constitute an undue limitation on the disclosure.
Fig. 1 is a flow chart illustrating a method of message distribution policy determination according to an exemplary embodiment.
Fig. 2 is a schematic diagram illustrating interaction of an electronic device with a plurality of user terminals, respectively, according to an example embodiment.
Fig. 3 is a flow chart illustrating a method of message distribution policy determination according to an example embodiment.
Fig. 4 is a block diagram illustrating a message distribution policy determination device according to an example embodiment.
Fig. 5 is a block diagram illustrating a message distribution policy determination device according to an example embodiment.
Fig. 6 is a block diagram illustrating a message distribution policy determination device according to an example embodiment.
Fig. 7 is a block diagram illustrating a circuit connection of an electronic device, according to an example embodiment.
Detailed Description
In order to enable those skilled in the art to better understand the technical solutions of the present disclosure, the technical solutions of the embodiments of the present disclosure will be clearly and completely described below with reference to the accompanying drawings.
It should be noted that the terms "first," "second," and the like in the description and claims of the present disclosure and in the foregoing figures are used for distinguishing between similar objects and not necessarily for describing a particular sequential or chronological order. It is to be understood that the data so used may be interchanged where appropriate such that the embodiments of the disclosure described herein may be capable of operation in sequences other than those illustrated or described herein. The implementations described in the following exemplary examples are not representative of all implementations consistent with the present disclosure. Rather, they are merely examples of apparatus and methods consistent with some aspects of the present disclosure as detailed in the accompanying claims.
Referring to fig. 1, an embodiment of the present application provides a method for determining a message publishing policy, which is applied to an electronic device 100. The electronic device 100 may be a server, as shown in fig. 2, with the electronic device 100 communicatively coupled to a plurality of viewer clients for data interaction. As shown in fig. 1, the method includes:
s11: and determining the virtual exposure cost of the non-advertisement message according to the attribute parameters of the non-advertisement message to be published, wherein the attribute parameters at least comprise the historical publishing parameters and the initial sequence position information associated with the non-advertisement message.
The non-advertising message refers to a message transmitted to a consumer or user through an advertising medium without selling goods or providing services in a pay-per-view manner. For example, the non-advertising message may be a self-timer video, a text message regarding daily life, an entertainment song, etc., without limitation. Wherein the historical publication parameters may include, but are not limited to, viewer interest preference scores, page swipes. It should be noted that, when receiving the message publishing request sent by the user terminal 200, S11 may be executed; even for the same non-advertisement message, the attribute parameters of the different user terminals 200 are different (the attribute parameters are affected by different interests of different users, different frequencies of referring to the message, etc.).
S12: and according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order.
Advertisement-type messages, which are messages that are transmitted to consumers or users through advertising media for the purpose of promoting goods or providing services in a pay-per-view manner, generally correspond to actual exposure costs. The advertisement type message may be a video, a text message, a song, etc. the non-advertisement type message that advertises a certain commodity or service. The actual exposure cost may be, but is not limited to, thousands of exposure costs (Cost Per Thousand Impression, CPM), that is, how much cost is required to hear or see the message once, respectively, on average, for every thousand people during the advertisement delivery process. The virtual exposure cost generated by the attribute parameters of the non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages can realize that the non-advertisement messages and the advertisement messages are arranged in descending order in the dimension of the exposure cost, namely, the messages with higher exposure cost are more forward.
S13: and determining a message release strategy for the non-advertisement message or the combination of the advertisement message and the non-advertisement message according to the ordering position of the non-advertisement message, the ordering position of the advertisement message and the preset affiliated relation of the appointed release position range of the advertisement message.
Typically, for a batch of messages to be published, the advertisement type message has a specified publication location range, which may be determined according to actual requirements. For example, if 7 message distribution positions, position 3, position 4, and position 5, allow the advertisement type message to be distributed, and position 1, position 2, position 6, and position 7 do not allow the advertisement type message to be distributed, the distribution position range is designated as position 3-position 5.
After determining the message distribution policy, the message can be distributed to the application program installed in the corresponding user terminal 200 according to the message distribution policy.
According to the message publishing strategy determining method provided by the embodiment of the disclosure, the virtual exposure cost of the non-advertisement type message is determined according to the attribute parameters of the non-advertisement type message to be published; according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order; according to the ordering position of the non-advertisement type message, the affiliated relation of the ordering position of the advertisement type message and the preset appointed release position range aiming at the advertisement type message, the message release strategy of the non-advertisement type message or the combination of the advertisement type message and the non-advertisement type message is determined, so that the non-advertisement type message and the advertisement type message can be arranged in a descending order according to the exposure cost, the ordering position of the advertisement type message with higher exposure cost is higher (the ordering of the ordering position of the advertisement type message is higher, the increased income is higher), and/or the ordering position of the advertisement type message with lower exposure cost is lower or even discarded (the ordering of the ordering position of the advertisement type message is lower or discarded, the increased audience experience is higher), thereby improving the audience experience and/or increasing the income of a message release platform.
Alternatively, for S13 described above, the following three embodiments are included, but are not limited to:
first embodiment: if the ordering position of the advertisement type message is within the range of the appointed release position, determining the strategy for releasing the non-advertisement type message and the advertisement type message according to the ordering positions respectively corresponding to the non-advertisement type message and the advertisement type message.
Based on the above, if two advertisement type messages are included, assuming that the ordering positions of the two advertisement type messages are any two of 3, 4, 5 (e.g., non-advertisement type message a-ordering position 1, non-advertisement type message B-ordering position 2, non-advertisement type message C-ordering position 3, first advertisement type message-ordering position 4, second advertisement type message-ordering position 5, non-advertisement type message D-ordering position 6, non-advertisement type message E-ordering position 7), it is just the position where the advertisement type message is allowed to be issued, then it is possible to determine the strategy of issuing the non-advertisement type message, advertisement type message according to the ordering position (e.g., the final issuing message may be in the form of non-advertisement type message a-ordering position 1, non-advertisement type message B-ordering position 2, non-advertisement type message C-ordering position 3, first advertisement type message-ordering position 4, second advertisement type message-ordering position 5, non-ordering position 6, non-advertisement type message E-ordering position 7), so that the higher-exposed message is higher, the lower-exposed message is experienced by the audience, and the lower-exposed advertisement type message is not experienced by the platform, and the advertising cost of the advertisement type message is lower is not increased.
Second embodiment: if the ordering position of the advertisement type message is not in the range of the appointed release position, determining to discard the advertisement type message according to the ordering position information associated with the non-advertisement type message, and releasing the non-advertisement type message.
Based on the above, if two advertisement messages are included, it is assumed that the ordering positions of the two advertisement messages are the ordering positions of 6 and 7 (such as "non-advertisement message A-ordering position 1, non-advertisement message B-ordering position 2, non-advertisement message C-ordering position 3, non-advertisement message D-ordering position 4, non-advertisement message E-ordering position 5, first advertisement message-ordering position 6, second advertisement message-ordering position 7"), the two advertisement messages are not exactly the positions allowing the advertisement messages to be issued, so that the advertisement messages can be determined to be discarded, and the strategy for issuing only the non-advertisement messages (such as the final issuing message form may be that the advertisement messages are in the form of the following non-advertisement message A-ordering position 1, non-advertisement message B-ordering position 2, non-advertisement message C-ordering position 3, non-advertisement message D-ordering position 4, non-advertisement message E-ordering position 5), the advertisement messages are discarded to the advertisement messages with low exposure cost, and the experience of the audience is improved while the platform is not influenced.
Third embodiment: and if the ordering position of the first advertisement type message is in the appointed release position range and the ordering position of the second advertisement type message is not in the appointed release position range, reordering the non-advertisement type message and the first advertisement type message according to the virtual exposure cost of the non-advertisement type message and the pre-stored exposure cost of the first advertisement type message.
And respectively determining strategies for publishing the non-advertisement messages and the first advertisement messages according to the reordered ordering positions corresponding to the non-advertisement messages and the first advertisement messages respectively.
Specifically, based on the above, if the first advertisement type message and the second advertisement type message are included, assuming that the ordering position of the first advertisement type message is any two of the ordering positions 3, 4, 5 (e.g. "non-advertisement type message a-ordering position 1, non-advertisement type message B-ordering position 2, non-advertisement type message C-ordering position 3, first advertisement type message-ordering position 4, non-advertisement type message D-ordering position 5, second advertisement type message-ordering position 6, non-advertisement type message E-ordering position 7"), the first advertisement type message happens to be a position allowing the advertisement type message to be issued, and the second advertisement type message is at an ordering position of 6, happens not to be a position allowing the advertisement type message to be issued, so that it can be determined that the second advertisement type message is discarded, reordered in such a manner that: up-regulating the original non-advertisement message ordered at 7 th bit to 6 th bit ordering position (replacing discarded second advertisement message), and finally issuing the message in the form of: the method comprises the steps of 'a non-advertising message A-sequencing position 1, a non-advertising message B-sequencing position 2, a non-advertising message C-sequencing position 3, a first advertising message-sequencing position 4, a non-advertising message D-sequencing position 5 and a non-advertising message E-sequencing position 6', so that the first advertising message is released according to the sequencing position of the first advertising message, the second advertising message is not released, and the experience of a user is improved while the income of a platform is ensured.
Optionally, as shown in fig. 3, the method further includes:
s14: if the ordering position of the advertisement type message is within the appointed release position range, the advertisement release cost is determined according to the exposure rate associated with the ordering position, the exposure rate and the virtual exposure cost/the actual exposure cost of the non-advertisement type message/the advertisement type message of all ordering positions positioned behind the ordering position within the appointed release position range, and the virtual exposure cost/the actual exposure cost of the non-advertisement type message/the advertisement type message adjacent to the last ordering position of the appointed release position range.
For example, if the ranking position of the advertisement is the fifth ranking position, then the advertisement billing is equal to x5 cpm6, where x5 is the exposure rate of the fifth ranking position and cpm6 is the virtual exposure cost/actual exposure cost of the sixth ranking position; if the sorting position of the advertisement is the fourth bit, the advertisement charging is equal to x4 x cpm5+x5 x cpm6-x5 x cpm5, x5 is the exposure rate of the fifth bit sorting position, cpm6 is the virtual exposure cost/actual exposure cost of the sixth bit sorting position, x4 is the exposure rate of the fourth bit sorting position, and cpm5 is the virtual exposure cost/actual exposure cost of the fifth bit sorting position; if the ranking position of the advertisement is the third bit, the advertisement charging is equal to x3 x cpm4+x4 x cpm5+x5 x cpm6-x 4-x5 x cpm5, x5 is the exposure rate of the ranking position of the fifth bit, cpm6 is the virtual exposure cost/actual exposure cost of the ranking position of the sixth bit, x4 is the exposure rate of the ranking position of the fourth bit, cpm5 is the virtual exposure cost/actual exposure cost of the ranking position of the fifth bit, x3 is the exposure rate of the ranking position of the third bit, and cpm4 is the virtual exposure cost/actual exposure cost of the ranking position of the fourth bit.
It will be appreciated that the exposure rate varies from one sequential position to another and decreases from high to low. In addition, the advertising cost cannot exceed the advertiser's bid, and when the calculated advertising cost is greater than the advertiser's bid, the advertising cost is adjusted to the advertiser's bid.
Optionally, the attribute parameters include a viewer interest preference score, a page brush number, and preset initial sequence position information, and S11 includes:
and determining the virtual exposure cost of the non-advertisement type message according to the audience interest preference score, the page brush times, the preset initial sequence position information and the preset algorithm rule, wherein the higher the sequence position information is, the higher the exposure cost of the advertisement type message is.
The preset initial ordering position of the non-advertisement message may be, for example, video stream a-position 1, video stream B-position 2, video stream C-position 3, and video stream D-position 4. Specifically, the virtual exposure cost of the non-advertising message may be determined according to m=p/(s+d). Where M is the virtual exposure cost, S is the viewer interest preference score, and D is the page brush times. The viewer interest preference score and the page brush time are historical release parameters obtained after advertisement type information is released in a historical way.
Optionally, the viewer interest preference score is generated in advance based on at least one of click rate, message viewing duration, probability of message likes, probability of message attention, probability of message dislikes.
Specifically, the viewer interest preference score may be pre-generated according to the formula s=ctr+like_rate+follow_rate+new_rate, where ctr is the click rate, T is the message viewing duration, like_rate is the probability of like for the message, follow_rate is the probability of interest for the message, new_rate is the probability of dislike for the message, and S is the viewer interest preference score.
Fig. 4 is a block diagram illustrating a message distribution policy determination device 500 according to an example embodiment. Referring to fig. 4, the embodiment of the disclosure further provides a message publishing policy determining apparatus 500, where the electronic device 100 may be a server, and as shown in fig. 2, the electronic device 100 is communicatively connected to a plurality of audience clients for data interaction. It should be noted that, the basic principle and the technical effects of the message distribution policy determining apparatus 500 provided in the embodiment of the present application are the same as those of the above embodiment, and for brevity, reference may be made to the corresponding content in the above embodiment for the description of the embodiment of the present application. The apparatus 500 comprises a cost determination unit 501, a message ordering unit 502, a publication policy determination unit 503, wherein,
the cost determining unit 501 is configured to determine a virtual exposure cost of a non-advertisement message according to an attribute parameter of the non-advertisement message to be published, wherein the attribute parameter at least comprises a historical publishing parameter and initial sequence position information associated with the non-advertisement message.
The message ordering unit 502 is configured to perform a descending order of the non-advertisement messages and advertisement messages according to the generated virtual exposure cost of the non-advertisement messages and the pre-stored actual exposure cost of the advertisement messages.
The distribution policy determining unit 503 is configured to perform a message distribution policy for determining a non-advertisement type message, or a combination of advertisement type and non-advertisement type messages according to a relationship of a ranking position of the non-advertisement type message, the ranking position of the advertisement type message, and a preset designated distribution position range for the advertisement type message.
The message publishing policy determining device 500 provided in the embodiment of the present disclosure may implement the following functions when executed: determining the virtual exposure cost of the non-advertisement message according to the attribute parameters of the non-advertisement message to be issued; according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order; according to the ordering position of the non-advertisement type message, the affiliated relation of the ordering position of the advertisement type message and the preset appointed release position range aiming at the advertisement type message, the message release strategy of the non-advertisement type message or the combination of the advertisement type message and the non-advertisement type message is determined, so that the non-advertisement type message and the advertisement type message can be arranged in a descending order according to the exposure cost, the ordering position of the advertisement type message with higher exposure cost is higher (the ordering of the ordering position of the advertisement type message is higher, the increased income is higher), and/or the ordering position of the advertisement type message with lower exposure cost is lower or even discarded (the ordering of the ordering position of the advertisement type message is lower or discarded, the increased audience experience is higher), thereby improving the audience experience and/or increasing the income of a message release platform.
Optionally, the manner in which the issue policy determining unit 503 specifically performs the function includes, but is not limited to, the following three types:
first kind: the distribution policy determining unit 503 is specifically configured to determine a policy of distributing the non-advertisement type message and the advertisement type message according to the respective ordering positions of the non-advertisement type message and the advertisement type message if the ordering positions of the advertisement type message are within the specified distribution position range.
Second kind: the distribution policy determining unit 503 is specifically configured to execute a policy of determining to discard the advertisement type message and to distribute the non-advertisement type message according to the sequential position information associated with the non-advertisement type message if the sequential position of the advertisement type message is not within the specified distribution position range.
Third kind: the advertisement type message comprises a first advertisement type message and a second advertisement type message, and the release strategy determining unit is specifically configured to execute the re-sequencing of the non-advertisement type message and the first advertisement type message according to the virtual exposure cost of the non-advertisement type message and the actual exposure cost of the prestored first advertisement type message if the sequencing position of the first advertisement type message is within the appointed release position range and the sequencing position of the second advertisement type message is not within the appointed release position range;
and respectively determining strategies for publishing the non-advertisement messages and the first advertisement messages according to the reordered ordering positions corresponding to the non-advertisement messages and the first advertisement messages respectively.
Optionally, as shown in fig. 5, the apparatus 500 further includes:
the distribution cost determining unit 601 is configured to perform determining an advertisement distribution cost according to an exposure rate associated with the ordering positions, exposure rates and virtual exposure costs/actual exposure costs of non-advertisement messages/advertisement messages at all ordering positions located after the ordering position within the specified distribution position range, virtual exposure costs/actual exposure costs of a subsequent non-advertisement message/advertisement message adjacent to a last ordering position of the specified distribution position range, if the ordering position of the advertisement message is within the specified distribution position range.
Optionally, the attribute parameter further includes a viewer interest preference score, a page brush time, and preset initial sequence position information, and the cost determining unit 501 is specifically configured to determine a virtual exposure cost of the non-advertisement message according to the viewer interest preference score, the page brush time, the preset initial sequence position information, and the preset algorithm rule, wherein the higher the sequence position information, the higher the exposure cost of the advertisement message.
Alternatively, as shown in fig. 6, the cost determination unit 501 includes: the preference score generation module 5011 is configured to perform viewer interest preference score generation in advance based on at least one of click rate, message viewing duration, probability of message likes, probability of message attention, probability of message dislikes.
With respect to the apparatus 500 of the above embodiment, the specific manner in which the respective modules perform the operations has been described in detail in relation to the embodiment of the method, and will not be described in detail herein.
Fig. 7 is a block diagram of an electronic device, according to an example embodiment. For example, the electronic device may be provided as a server. Referring to fig. 7, the electronic device includes a processing component 722 that further includes one or more processors and memory resources represented by memory 732 for storing instructions, such as application programs, executable by the processing component 722. The application programs stored in memory 732 may include one or more modules that each correspond to a set of instructions. Further, the processing component 722 is configured to execute instructions to perform the message issue policy determination generation method described above. The message publishing policy determination generation method may include:
determining the virtual exposure cost of the non-advertisement message according to the attribute parameters of the non-advertisement message to be issued;
according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order;
and determining a message release strategy for the non-advertisement message or the combination of the advertisement message and the non-advertisement message according to the ordering position of the non-advertisement message, the ordering position of the advertisement message and the preset affiliated relation of the appointed release position range of the advertisement message.
The electronic device may also include a power supply component 726 configured to perform power management of the electronic device, a wired or wireless network interface 750 configured to connect the electronic device to a network, and an input output (I/O) interface 758. The electronic device may operate based on an operating system stored in memory 732, such as Windows Server, mac OS XTM, unixTM, linuxTM, freeBSDTM, or the like.
In an exemplary embodiment, a storage medium is also provided, e.g. a memory, comprising instructions executable by a processor of the electronic device 100 to perform the above-described message issue policy determination generation method. The message publishing policy determination generation method may include:
determining the virtual exposure cost of the non-advertisement message according to the attribute parameters of the non-advertisement message to be issued;
according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order;
and determining a message release strategy for the non-advertisement message or the combination of the advertisement message and the non-advertisement message according to the ordering position of the non-advertisement message, the ordering position of the advertisement message and the preset affiliated relation of the appointed release position range of the advertisement message.
Alternatively, the storage medium may be a non-transitory computer readable storage medium, which may be, for example, ROM, random Access Memory (RAM), CD-ROM, magnetic tape, floppy disk, optical data storage device, and the like.
Other embodiments of the disclosure will be apparent to those skilled in the art from consideration of the specification and practice of the disclosure disclosed herein. This application is intended to cover any adaptations, uses, or adaptations of the disclosure following, in general, the principles of the disclosure and including such departures from the present disclosure as come within known or customary practice within the art to which the disclosure pertains. It is intended that the specification and examples be considered as exemplary only, with a true scope and spirit of the disclosure being indicated by the following claims.
It is to be understood that the present disclosure is not limited to the precise arrangements and instrumentalities shown in the drawings, and that various modifications and changes may be effected without departing from the scope thereof. The scope of the present disclosure is limited only by the appended claims.
Claims (14)
1. A method for determining a message distribution policy, the method comprising:
determining virtual exposure cost of the non-advertisement type message according to attribute parameters of the non-advertisement type message to be published, wherein the attribute parameters at least comprise historical publication parameters and initial sequence position information associated with the non-advertisement type message;
according to the virtual exposure cost of the generated non-advertisement messages and the actual exposure cost of the pre-stored advertisement messages, the non-advertisement messages and the advertisement messages are arranged in a descending order;
determining a message release strategy for the non-advertisement message or the combination of the advertisement message and the non-advertisement message according to the ordering position of the non-advertisement message, the ordering position of the advertisement message and the preset affiliated relation of the appointed release position range of the advertisement message;
wherein the method further comprises:
if the ordering position of the advertisement type message is in the appointed release position range, determining the advertisement release cost according to the exposure rate associated with the ordering position, the exposure rate and the virtual exposure cost/the actual exposure cost of the non-advertisement type message/the advertisement type message of all ordering positions positioned behind the ordering position in the appointed release position range, and the virtual exposure cost/the actual exposure cost of the non-advertisement type message/the advertisement type message of the next non-advertisement type message/the advertisement type message adjacent to the last ordering position in the appointed release position range.
2. The method according to claim 1, wherein determining the message distribution policy for the non-advertising message or the combination of the advertising message and the non-advertising message according to the relationship between the ordering position of the non-advertising message, the ordering position of the advertising message and the preset specified distribution position range for the advertising message comprises:
if the ordering position of the advertisement type message is within the range of the appointed release position, determining the strategy for releasing the non-advertisement type message and the advertisement type message according to the ordering positions respectively corresponding to the non-advertisement type message and the advertisement type message.
3. The method according to claim 1, wherein determining the message distribution policy for the non-advertising message or the combination of the advertising message and the non-advertising message according to the relationship between the ordering position of the non-advertising message, the ordering position of the advertising message and the preset specified distribution position range for the advertising message comprises:
if the ordering position of the advertisement type message is not in the range of the appointed release position, determining a strategy of discarding the advertisement type message and releasing the non-advertisement type message according to the sequence position information associated with the non-advertisement type message.
4. The method of claim 1, wherein the advertisement type message comprises a first advertisement type message and a second advertisement type message, and wherein determining the message distribution policy for the non-advertisement type message or the combination of the advertisement type message and the non-advertisement type message according to the ordering position of the non-advertisement type message, the ordering position of the advertisement type message and the preset relationship between the ordering position of the advertisement type message and the specified distribution position range for the advertisement type message comprises:
if the ordering position of the first advertisement type message is in the appointed release position range and the ordering position of the second advertisement type message is not in the appointed release position range, reordering the non-advertisement type message and the first advertisement type message according to the virtual exposure cost of the non-advertisement type message and the actual exposure cost of the prestored first advertisement type message;
and respectively determining strategies for publishing the non-advertisement messages and the first advertisement messages according to the reordered ordering positions corresponding to the non-advertisement messages and the first advertisement messages respectively.
5. The method of claim 1, wherein the attribute parameters further include viewer interest preference scores, page strokes, and preset initial sequence position information, and wherein determining the virtual exposure cost of the non-advertising message according to the attribute parameters of the non-advertising message to be published comprises:
and determining the virtual exposure cost of the non-advertisement type message according to the audience interest preference score, the page brush times, the preset initial sequence position information and the preset algorithm rule, wherein the higher the sequence position information is, the higher the exposure cost of the advertisement type message is.
6. The method of claim 5, wherein the viewer interest preference score is generated in advance based on at least one of click-through rate, message viewing duration, probability of message likes, probability of message attention, probability of message dislikes.
7. A message distribution policy determining apparatus, the apparatus comprising:
a cost determining unit configured to determine a virtual exposure cost of a non-advertisement message according to an attribute parameter of the non-advertisement message to be published, wherein the attribute parameter at least comprises a historical publication parameter and initial sequence position information associated with the non-advertisement message;
a message ordering unit configured to perform descending order of the non-advertisement type messages and advertisement type messages according to the generated virtual exposure cost of the non-advertisement type messages and the pre-stored actual exposure cost of the advertisement type messages;
a distribution policy determining unit configured to perform a message distribution policy for determining a non-advertisement type message, or a combination of an advertisement type message and a non-advertisement type message, according to a ranking position of the non-advertisement type message, a relationship of the ranking position of the advertisement type message and a preset designated distribution position range for the advertisement type message;
wherein the apparatus further comprises:
a distribution cost determining unit configured to perform determination of an advertisement distribution cost based on an exposure rate associated with the sorting position, exposure rates and virtual exposure cost/actual exposure cost of non-advertisement messages/advertisement messages at all sorting positions located after the sorting position within the designated distribution position range, virtual exposure cost/actual exposure cost of a subsequent non-advertisement message/advertisement message adjacent to a last sorting position of the designated distribution position range, if the sorting position of the advertisement message is within the designated distribution range.
8. The apparatus according to claim 7, wherein the distribution policy determining unit is specifically configured to determine a policy for distributing the non-advertisement type message and the advertisement type message according to the respective ordering positions of the non-advertisement type message and the advertisement type message if the ordering positions of the advertisement type message are within the specified distribution position range.
9. The apparatus according to claim 7, wherein the distribution policy determining unit is specifically configured to determine, if the ordering position of the advertisement-type messages is not within the specified distribution position range, a policy to discard the advertisement-type messages and distribute the non-advertisement-type messages based on the ordering position information associated with the non-advertisement-type messages.
10. The apparatus according to claim 7, wherein the distribution policy determining unit is specifically configured to reorder the non-advertisement type message, the first advertisement type message according to a virtual exposure cost of the non-advertisement type message, an actual exposure cost of the pre-stored first advertisement type message, if the ordering position of the first advertisement type message is within the specified distribution position range, and the ordering position of the second advertisement type message is not within the specified distribution position range; and respectively determining strategies for publishing the non-advertisement messages and the first advertisement messages according to the reordered ordering positions corresponding to the non-advertisement messages and the first advertisement messages respectively.
11. The apparatus of claim 7, wherein the attribute parameters further comprise a viewer interest preference score, a page brush count, and preset initial sequence position information, and wherein the cost determination unit is specifically configured to determine a virtual exposure cost for the non-advertising message based on the viewer interest preference score, the page brush count, the preset initial sequence position information, and the preset algorithm rule, wherein the higher the sequence position information, the higher the exposure cost for the advertising message.
12. The apparatus of claim 11, wherein the viewer interest preference score is generated in advance based on at least one of click-through rate, message viewing duration, probability of message likes, probability of message attention, probability of message dislikes.
13. An electronic device, comprising:
a processor;
a memory for storing the processor-executable instructions;
wherein the processor is configured to execute the instructions to implement the message distribution policy determination method of any of claims 1 to 6.
14. A storage medium, which when executed by a processor of an electronic device, enables the electronic device to perform the message distribution policy determination method of any of claims 1 to 6.
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN202010457442.4A CN113722633B (en) | 2020-05-26 | 2020-05-26 | Message release strategy determining method and device, electronic equipment and storage medium |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CN202010457442.4A CN113722633B (en) | 2020-05-26 | 2020-05-26 | Message release strategy determining method and device, electronic equipment and storage medium |
Publications (2)
| Publication Number | Publication Date |
|---|---|
| CN113722633A CN113722633A (en) | 2021-11-30 |
| CN113722633B true CN113722633B (en) | 2024-02-27 |
Family
ID=78672133
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN202010457442.4A Active CN113722633B (en) | 2020-05-26 | 2020-05-26 | Message release strategy determining method and device, electronic equipment and storage medium |
Country Status (1)
| Country | Link |
|---|---|
| CN (1) | CN113722633B (en) |
Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107886373A (en) * | 2017-12-11 | 2018-04-06 | 广东欧珀移动通信有限公司 | Advertisement sending method based on keyword, advertisement pushing device and electric terminal |
| CN108921624A (en) * | 2018-07-27 | 2018-11-30 | 百度在线网络技术（北京）有限公司 | advertisement fusion method, device, storage medium and terminal device |
| CN110866199A (en) * | 2019-10-17 | 2020-03-06 | 北京三快在线科技有限公司 | Position determination method, device, electronic equipment and computer readable medium |
| CN111143738A (en) * | 2019-11-27 | 2020-05-12 | 北京三快在线科技有限公司 | Resource display method and device, electronic equipment and storage medium |
Family Cites Families (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| US20160162931A1 (en) * | 2001-09-06 | 2016-06-09 | Georges Harik | Methods and apparatus for ordering advertisements based on performance information |
-
2020
- 2020-05-26 CN CN202010457442.4A patent/CN113722633B/en active Active
Patent Citations (4)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN107886373A (en) * | 2017-12-11 | 2018-04-06 | 广东欧珀移动通信有限公司 | Advertisement sending method based on keyword, advertisement pushing device and electric terminal |
| CN108921624A (en) * | 2018-07-27 | 2018-11-30 | 百度在线网络技术（北京）有限公司 | advertisement fusion method, device, storage medium and terminal device |
| CN110866199A (en) * | 2019-10-17 | 2020-03-06 | 北京三快在线科技有限公司 | Position determination method, device, electronic equipment and computer readable medium |
| CN111143738A (en) * | 2019-11-27 | 2020-05-12 | 北京三快在线科技有限公司 | Resource display method and device, electronic equipment and storage medium |
Also Published As
| Publication number | Publication date |
|---|---|
| CN113722633A (en) | 2021-11-30 |
Similar Documents
| Publication | Publication Date | Title |
|---|---|---|
| US10748174B1 (en) | Frequency optimization of advertisement insertion in media streams | |
| JP6616857B2 (en) | Dynamic content allocation and optimization | |
| US8117067B2 (en) | Achieving advertising campaign goals | |
| KR101003301B1 (en) | Using the utility of configurations in ad serving decisions | |
| US20120253928A1 (en) | Methods and Apparatus for Portfolio and Demand Bucket Management Across Multiple Advertising Exchanges | |
| US10497011B2 (en) | System and method for delivering online advertisements | |
| US20170103429A1 (en) | Intelligent ad auction and sla compliance techniques | |
| US20110106618A1 (en) | Apparatus and method for targeted advertisement | |
| US20080201188A1 (en) | Niche-oriented advertising networks platform and methods of operating same | |
| US9842354B2 (en) | Simulator for a real-time bidding system | |
| JP6091213B2 (en) | Targeting television advertising based on automatic demographic information optimization | |
| US20110225026A1 (en) | Map-Based Interface for Booking Broadcast Advertisements | |
| US11941668B2 (en) | Ad exchange bid optimization with reinforcement learning | |
| US20230419369A1 (en) | Cross-platform proposal creation, optimization, and deal management | |
| US20100094712A1 (en) | Internal advertising space allocation | |
| CN108985810B (en) | Method and device for advertising on demand side platform | |
| CN111951054A (en) | Intelligent advertisement marketing and putting method | |
| CN108921613A (en) | Advertisement price competing method, system and advertisement placement method, system | |
| KR20130126282A (en) | Apparatus and method for providing ranking information of advertisement | |
| CN113722633B (en) | Message release strategy determining method and device, electronic equipment and storage medium | |
| US20160275571A1 (en) | Pacing the serving of a content item | |
| CN107527250B (en) | Order management method and server | |
| KR20130054690A (en) | Method and apparatus for providing advertisement | |
| US20160019583A1 (en) | Systems and methods for smooth and effective budget delivery in online advertising | |
| CN106385427B (en) | Business processing method and device based on business object |
Legal Events
| Date | Code | Title | Description |
|---|---|---|---|
| PB01 | Publication | ||
| PB01 | Publication | ||
| SE01 | Entry into force of request for substantive examination | ||
| SE01 | Entry into force of request for substantive examination | ||
| GR01 | Patent grant | ||
| GR01 | Patent grant |