CN114971734A

CN114971734A - Information generation method and device for advertisement, electronic equipment and storage medium

Info

Publication number: CN114971734A
Application number: CN202210638935.7A
Authority: CN
Inventors: 王嘉奇
Original assignee: Beijing QIYI Century Science and Technology Co Ltd
Current assignee: Beijing QIYI Century Science and Technology Co Ltd
Priority date: 2022-06-07
Filing date: 2022-06-07
Publication date: 2022-08-30
Anticipated expiration: 2042-06-07

Abstract

The embodiment of the invention provides an information generation method, an information generation device, electronic equipment and a storage medium for advertisements, and relates to the technical field of information processing, wherein the method comprises the following steps: acquiring the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period, wherein the actual conversion number corresponding to each target advertisement is as follows: generating a conversion expression value on a conversion item set by the target advertisement after the target advertisement is put in the preset time period; determining the total theoretical consumption of the advertiser for each target advertisement in the preset time period according to the actual conversion number corresponding to each target advertisement; and generating a control factor for controlling the value of each target advertisement by adopting the total actual consumption and the total theoretical consumption. By applying the scheme provided by the embodiment of the invention to generate the information aiming at the advertisement, the accuracy of the generated information can be improved.

Description

Information generation method and device for advertisement, electronic equipment and storage medium

Technical Field

The present invention relates to the field of information processing technologies, and in particular, to an advertisement-oriented information generating method and apparatus, an electronic device, and a storage medium.

Background

In order to promote the products, each advertiser can choose to put advertisements on various user platforms. When the user platform faces a plurality of advertisements and pushes the advertisements to the user, the advertisements to be pushed are generally determined according to the advertisement value representation information of each advertisement.

In the prior art, when generating advertisement value characterizing information of each advertisement, a user platform generally generates a control factor for controlling the value of the advertisement based on delivery data generated in a delivery process of the advertisement, where the control factor can characterize a promotion condition of the advertisement, and then determines the value characterizing information of the advertisement based on the control factor. However, the placement data of an advertisement is generally sparse, and therefore, the value control factor generated based on the sparse placement data has contingency and is difficult to match with the real promotion situation of the advertisement, that is, the accuracy of the value control factor generated based on the sparse placement data is low, and the accuracy of the determined value representation information of the advertisement is also low.

Disclosure of Invention

The embodiment of the invention aims to provide an advertisement-oriented information generation method, an advertisement-oriented information generation device, electronic equipment and a storage medium, so as to improve the accuracy of advertisement bidding. The specific technical scheme is as follows:

in a first aspect of the present invention, there is provided an information generating method for an advertisement, including:

acquiring the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period, wherein the actual conversion number corresponding to each target advertisement is as follows: generating a conversion representation value on a conversion item set by the target advertisement after the target advertisement is released in the preset time period;

determining the total theoretical consumption of the advertiser for each target advertisement in the preset time period according to the actual conversion number corresponding to each target advertisement;

and generating a control factor for controlling the value of each target advertisement by adopting the total actual consumption and the total theoretical consumption.

In a second aspect of the present invention, there is also provided an information generating apparatus for an advertisement, including:

the information obtaining module is used for obtaining the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period, wherein the actual conversion number corresponding to each target advertisement is as follows: generating a conversion representation value on a conversion item set by the target advertisement after the target advertisement is released in the preset time period;

the total theoretical consumption determining module is used for determining the total theoretical consumption of the advertiser for each target advertisement in the preset time period according to the actual conversion number corresponding to each target advertisement;

and the control factor generation module is used for generating a control factor for controlling the value of each target advertisement by adopting the total actual consumption and the total theoretical consumption.

In a third aspect of the present invention, there is also provided an electronic device, including a processor, a communication interface, a memory, and a communication bus, where the processor, the communication interface, and the memory complete communication with each other through the communication bus;

a memory for storing a computer program;

and the processor is used for realizing the steps of the information generation method aiming at the advertisement when the program stored in the memory is executed.

In a fourth aspect implemented by the present invention, there is also provided a computer-readable storage medium having stored therein a computer program which, when executed by a processor, implements the above-described information generation method for an advertisement.

In a fifth aspect of the present invention, there is also provided a computer program product containing instructions which, when run on a computer, cause the computer to perform the above-mentioned information generation method for an advertisement.

As can be seen from the above, when the scheme provided by the embodiment of the present invention is applied to generate the information for the advertisement, the target product is taken as a unit, the total actual consumption and the total theoretical consumption of each target advertisement of the target product within the preset time period are considered comprehensively, and the control factor for controlling the value of each target advertisement is generated on the basis. Compared with the prior art, the method and the device for generating the control factor have the advantages that the launching data of the single advertisement is not considered, but the launching data of the multiple advertisements of one product is considered comprehensively, so that the data for generating the control factor is richer, the problem of low accuracy of generated information caused by sparse launching data of the single advertisement is solved, and the accuracy of the generated control factor is improved.

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.

Fig. 1 is a schematic flowchart of a first advertisement-oriented information generating method according to an embodiment of the present invention;

fig. 2 is a schematic flowchart of a second advertisement-oriented information generation method according to an embodiment of the present invention;

fig. 3 is a flowchart illustrating a third method for generating information for an advertisement according to an embodiment of the present invention;

fig. 4 is a schematic flowchart of a fourth advertisement-oriented information generating method according to an embodiment of the present invention;

fig. 5 is a schematic structural diagram of a first advertisement-oriented information generating apparatus according to an embodiment of the present invention;

fig. 6 is a schematic structural diagram of a second advertisement-oriented information generating apparatus according to an embodiment of the present invention;

fig. 7 is a schematic structural diagram of a third advertisement-oriented information generating apparatus according to an embodiment of the present invention;

fig. 8 is a schematic structural diagram of an electronic device according to an embodiment of the present invention.

Detailed Description

The technical solutions in the embodiments of the present invention will be described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.

An application scenario of the embodiment of the present invention is described below.

The embodiment of the invention can be applied to an advertisement putting scene.

The advertisement delivery platform can accept the entrusts of each advertiser and deliver the advertisements for the advertiser. When the advertisement putting platform puts the advertisements, the value of the advertisements can be controlled based on the control factors corresponding to the delegated advertisements of the advertisers, so that the value representation information of the advertisements is obtained, and then the advertisement putting platform selects the advertisements to be put from the multiple advertisements to put the advertisements based on the value representation information of the advertisements put by the advertisers.

In view of the above, embodiments of the present invention mainly provide an information generation scheme for an advertisement to generate a control factor corresponding to the advertisement.

In one embodiment of the present invention, an information generating method for an advertisement is provided, the method including:

acquiring the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period, wherein the actual conversion number corresponding to each target advertisement is as follows: generating a conversion representation value on a conversion item set by the target advertisement after the target advertisement is released within a preset time period;

determining the total theoretical consumption of the advertiser for each target advertisement in a preset time period according to the actual conversion number corresponding to each target advertisement;

As can be seen from the above, compared with the prior art, in the scheme provided by the embodiment of the present invention, not only the placement data of a single advertisement is considered, but also the placement data of multiple advertisements of a product is considered comprehensively, so that the data for generating the control factor is richer, the problem of low accuracy of the generated information due to sparseness of the placement data of a single advertisement is avoided, and the accuracy of the generated control factor is further improved.

The following is a description of related concepts related to embodiments of the present invention.

1. An advertiser: a subject that needs to have an advertisement placed.

2. An advertisement putting platform: and the platform can select the advertisements to be delivered according to the value representation information of the advertisements delivered by each advertiser and deliver the advertisements.

3. The user: audience subjects for the advertisements delivered by the advertisement delivery platform.

4. The preset time period is as follows: can be set by the staff according to experience. For example, the preset time period may be the first 3 days, the first 7 days, or the like of the current time.

5. And (3) target advertisement: refers to individual advertisements targeted for targeted products. Each targeted advertisement may be a different type of advertisement, e.g., a video type of advertisement, a picture type of advertisement, a text type of advertisement, etc.; the individual targeted advertisements may also be of the same type but with different content describing the targeted product, e.g., two video advertisements describing product X in different picture styles.

6. Total actual consumption: after the targeted advertisement delegated by the advertiser is delivered by the advertisement delivery platform, the advertiser will generate actual consumption of the advertisement. In view of this, in one case, the total actual consumption may be the sum of the actual consumption of the targeted advertisements by the advertiser over a preset time period. In another case, a weight may be set for each target advertisement in advance, and a result of performing weighted calculation on actual consumption of each target advertisement according to the weight of each target advertisement may be used as the total actual consumption.

Specifically, the advertisement delivery platform may record actual consumption of each target advertisement by the advertiser in a preset storage area in real time, and in this case, the actual consumption of each target advertisement by the advertiser in a preset time period may be obtained through the data access interface of the storage area.

7. The actual number of conversions for each targeted advertisement is: and generating a conversion representation value on the conversion item set by the target advertisement after the target advertisement is placed in a preset time period. The conversion term set by the target advertisement is preset by the advertiser and represents the target that the advertiser wants to achieve. The conversion terms set by the advertiser on each target advertisement may be the same or different.

Specifically, the conversion item may have different values according to different appeal of the advertiser, for example, the conversion item may be an operation item executed by a user on the advertisement, or may also be an ROI (Return of Investment) set by the advertiser for the advertisement.

The advertisement delivery platform can record the actual conversion number corresponding to the target advertisement in a preset storage area in real time, and under the condition, the actual conversion number corresponding to the target advertisement can be obtained through the data access interface of the storage area.

8. Overall theoretical consumption: after the target advertisement entrusted by the advertiser is delivered by the advertisement delivery platform, the advertiser can generate theoretical consumption in a preset time period, namely the theoretical consumption of the advertisement according to the delivery expectation when the advertiser entrusts the advertisement. In view of this, in one case, the total theoretical consumption may be the sum of the theoretical consumption of each targeted advertisement by the advertiser over a preset time period. In another case, a weight may be set for each target advertisement in advance, and a result of performing weighted calculation on theoretical consumption of each target advertisement according to the weight of each target advertisement may be used as the total theoretical consumption.

The following describes in detail an information generating method for an advertisement according to an embodiment of the present invention with reference to specific embodiments.

Referring to fig. 1, fig. 1 is a schematic flowchart of a first method for generating information for an advertisement according to an embodiment of the present invention, where the method includes the following steps S101 to S103.

Step S101: and acquiring the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period.

Since different advertisers may target advertisements for the same product, in one embodiment, advertisements targeted to target products by all advertisers within a preset time period may be obtained as targeted advertisements. This may make the targeted advertisement richer. In another embodiment, the advertisements delivered to the target products by the same advertiser within a preset time period can be obtained as the target advertisements. Therefore, the control factors are generated aiming at the advertisements delivered by the same advertiser in the follow-up process, and the generated control factors have pertinence.

In addition to targeting advertisements from the perspective of advertisers, targeting advertisements can also be determined from the perspective of conversion terms. In one embodiment, advertisements with the same conversion terms may be selected as the targeted advertisements from among advertisements for targeted products. For example, from the advertisements of the target products, advertisements in which the conversion items are all the same operation item may be selected as the target advertisements, or advertisements in which the conversion items are all the same ROI may be selected as the target advertisements. Therefore, the advertisements with the same conversion item in the advertisements of the target products are used as the target advertisements, so that the total actual consumption of the advertisers for each target advertisement and the actual conversion number corresponding to each target advertisement are all directed at the same conversion item, the control factor obtained by calculating the total actual consumption is also directed at the conversion item, and the control factor is more targeted.

It can be seen from the foregoing conceptual explanation that the actual conversion number is related to the conversion term, and the manner of obtaining the actual conversion number is described below according to different values of the conversion term.

In one embodiment, the conversion item set by the advertiser for the target advertisement may be an operation item performed by the user on the target advertisement, that is, an action generated after the user sees the target advertisement, such as browsing, registering, logging in, placing an order, and the like. In this case, the number of the above-mentioned operation items occurring within the preset time period may be obtained as the actual conversion number corresponding to each target advertisement.

In another embodiment, the conversion terms set by the advertiser for targeted advertising may be ROIs. The ROI is a ratio of the profit to the consumption of the advertiser within a preset time period. Further, the conversion item may also be an activation first-day ROI, which represents a ratio of the revenue of the advertiser in a preset time period on the day when each user activates the account to the consumption of the advertiser in the preset time period. In this case, the value of the ROI within the preset time period may be obtained as the actual conversion number corresponding to each target advertisement.

Step S102: and determining the total theoretical consumption of the advertiser for each target advertisement in a preset time period according to the actual conversion number corresponding to each target advertisement.

Specifically, for each target advertisement, the following two cases are described as the method for obtaining the theoretical consumption of the target advertisement by the advertiser in a preset time period. After the theoretical consumption of each target advertisement is obtained, the sum of the theoretical consumption of each target advertisement can be calculated, so that the total theoretical consumption of the advertisement on each target advertisement in a preset time period is obtained.

In the first case, in the case that the conversion item set by the target advertisement is an operation item executed by the user on the target advertisement, the theoretical consumption of the advertiser on the target advertisement within a preset time period may be obtained according to the actual conversion number corresponding to the target advertisement and the preset unit consumption of the conversion item set by the advertiser for the target advertisement. On one hand, the consumption of the preset unit can be understood as the consumption value of the operation item which is preset by the advertiser and occurs once; on the other hand, the preset unit consumption may also be understood as an average consumption value of the operation items per occurrence desired by the advertiser.

Specifically, the product of the actual conversion number and the consumption of the preset unit can be calculated to obtain the theoretical consumption of the target advertisement. For example, if the preset unit consumption of a target advertisement is 50 consumption values and the operation item set by the advertiser for the target advertisement occurs 20 times, the corresponding actual conversion number is 20, and therefore, the theoretical consumption of the target advertisement by the advertiser in a preset time period is 50 × 20 — 1000 consumption values.

Therefore, when the conversion item set by the target advertisement is the operation item executed by the user on the target advertisement, the theoretical consumption of the target advertisement can be obtained in a targeted and accurate manner aiming at the operation item.

In the second case, when the conversion item set by each target advertisement is the ROI, the actual revenue of the advertiser after the target advertisement is delivered within the preset time period can be obtained for each target advertisement, and the theoretical consumption of the advertiser for the target advertisement within the preset time period is determined according to the actual revenue and the actual conversion number corresponding to the target advertisement.

Specifically, the ratio of the actual profit to the actual conversion number may be used as the theoretical consumption of the target advertisement. For example, if the actual revenue of a target advertisement is 200 consumption value, the ROI of the target advertisement is 10% in a preset time period, the actual conversion number corresponding to the target advertisement is 10%, and thus the theoretical consumption of the target advertisement is 200/10% — 2000 consumption value.

Therefore, when the conversion item set by the target advertisement is the ROI, the theoretical consumption of the target advertisement can be obtained in a targeted and accurate manner aiming at the ROI.

Step S103: and generating a control factor for controlling the value of each target advertisement by adopting the total actual consumption and the total theoretical consumption.

Specifically, the control factor for controlling each targeted advertisement may be generated in the following manner.

In one embodiment, only the total actual consumption and the total theoretical consumption may be considered in generating the above control factors. Specifically, the ratio of the total actual consumption to the total theoretical consumption may be calculated, and the calculation result may be used as a control factor for controlling the value of each target advertisement.

For example, if the total actual consumption is 900 consumption values and the total theoretical consumption is 1000 consumption values, the control factor of each target advertisement is 900/1000-0.9.

In another embodiment, in generating the above control factors, unit consumption of each targeted advertisement may be considered in addition to total actual consumption and total theoretical consumption. Specifically, the control parameters may be determined according to the total actual consumption and the total theoretical consumption, and then the control factors for controlling the value of each target advertisement may be generated according to the total actual consumption, the total theoretical consumption, the control parameters, and the unit consumption of each target advertisement. The detailed description may refer to the steps in the embodiment shown in fig. 2, and will not be described in detail here.

In another embodiment, when generating the control factors, in addition to comprehensively considering the total actual consumption and the total theoretical consumption of a plurality of target advertisements from the perspective of a target product, the control factors corresponding to a single advertisement can be considered from the perspective of each target advertisement. Specifically, the total actual consumption and the total theoretical consumption may be adopted to generate a first control factor for controlling the value of the advertisement, and then, for each target advertisement, a second control factor for controlling the value of the target advertisement may be generated, and the control factor for controlling the value of the target advertisement may be determined according to the first control factor and the second control factor. The steps in the embodiment shown in fig. 3 may be referred to, and will not be described in detail here.

As can be seen from the above, when the scheme provided by the embodiment of the present invention is applied to generate the advertisement-specific information, the target product is taken as a unit, the total actual consumption and the total theoretical consumption of each target advertisement of the target product within a preset time period are considered comprehensively, and a control factor for controlling the value of each target advertisement is generated on the basis. Compared with the prior art, the method and the device for generating the control factor have the advantages that the launching data of the single advertisement is not considered, but the launching data of the multiple advertisements of one product is considered comprehensively, so that the data for generating the control factor is richer, the problem of low accuracy of generated information caused by sparse launching data of the single advertisement is solved, and the accuracy of the generated control factor is improved.

The differences and advantages between the scheme provided by the embodiment of the invention and the prior art are explained below.

As can be seen from the foregoing description, the advertisement delivery platform selects an advertisement to be delivered from a plurality of advertisements for delivery based on the value characterization information of the advertisement delivered by the advertiser.

Generally, the higher the value of value characterizing information of an advertisement, the more times the advertisement is selected for delivery; conversely, the lower the value of the advertisement value characterizing information, the fewer times the advertisement is selected for delivery. That is, the number of times an advertisement is placed is determined by the value characterizing information of the advertisement.

However, the higher the number of times an advertiser's ad is selected for placement, the higher the consumption of the ad by the advertiser. Therefore, it can be understood that, for the advertiser, in order to ensure the benefit of the advertiser, the advertiser expects more advertisements for better promotion and less advertisements for worse promotion.

In order to realize the expectation of the advertiser, it is necessary to ensure that the value representation information of the advertisement conforms to the promotion condition of the advertisement, and the value representation information is determined by the control factor, that is, it is necessary to ensure that the control factor can accurately represent the promotion condition of the advertisement.

In the prior art, the delivery data of an advertisement is generally sparse, so that a value control factor generated based on the sparse delivery data has contingency and is difficult to match with the promotion condition of the advertisement, and the delivery of subsequent advertisements can be inconsistent with the expectation of an advertiser when the advertisement is delivered based on the value representation information generated by the control factor.

Compared with the prior art, the scheme provided by the embodiment of the invention comprehensively considers the delivery data of each target advertisement of the target product, adopts richer delivery data to calculate the control factor, eliminates the contingency generated when the control factor is calculated based on sparse delivery data, and further obtains the control factor with higher accuracy, so that the value representation information generated based on the value factor can be matched with the popularization condition of the advertisement delivered by an advertiser, and the subsequent delivery of the advertisement can be matched with the popularization condition of the advertisement when the subsequent advertisement delivery is carried out according to the value representation information, thereby being beneficial to enabling the subsequent advertisement delivery to accord with the expectation of the advertiser, ensuring the benefit of the advertiser and increasing the viscosity of the advertisement delivered by the advertiser on an advertisement delivery platform.

In an embodiment of the present invention, after the control factor of each target advertisement is obtained, the click rate of the target advertisement and the conversion rate on the conversion item set by the target advertisement may be obtained for each target advertisement, and the value representation information of the target advertisement may be generated according to the click rate, the conversion rate, the unit consumption of the conversion item set by the target advertisement and the control factor corresponding to the target advertisement.

The click rate of the target advertisement is the ratio of the click number to the exposure number of the target advertisement, and the conversion rate is the ratio of the number of times of occurrence of the operation items set by the target advertisement to the exposure number.

Specifically, for each target advertisement, the click through rate and the conversion rate of the target advertisement may be calculated in the following manner.

In one embodiment, the exposure number, the click number, and the number of times of occurrence of an operation item set for a target advertisement within a set time period may be counted, a ratio of the click number to the exposure number is calculated to obtain a click rate of the target advertisement, a ratio of the number of times of occurrence of the operation item to the exposure number is calculated to obtain a conversion rate of the target advertisement, the click rate and the conversion rate are stored, and the click rate and the conversion rate are directly read during subsequent use.

In another embodiment, the exposure number, the click number, and the number of times of occurrence of the operation item set for the target advertisement in a time period from the current time to a previous time by a preset time period may be counted, and the click rate and the conversion rate of the target advertisement may be calculated. Therefore, the click rate and the conversion rate of the target advertisement can be continuously updated along with time, and the value representation information generated by adopting the click rate and the conversion rate is more accurate.

After the click through rate and the conversion rate of each target advertisement are obtained, specifically, for each target advertisement, the click through rate and the conversion rate of the target advertisement, the unit consumption of the conversion item set by the target advertisement, and the control factor corresponding to the target advertisement may be multiplied to generate the value representation information of the target advertisement.

As can be seen from the above, in the solution provided in this embodiment, after the control factor for controlling the value of each target advertisement is obtained, when the value of each target advertisement is controlled, the control factor is set separately for each target advertisement, and the click rate, the conversion rate and the unit consumption of the set conversion item corresponding to each target advertisement are considered, so that although the control factors of each target advertisement are the same, other information according to which the value of each target advertisement is controlled is different and personalized, thereby realizing personalized and targeted value control for each target advertisement.

After obtaining the value characterizing information of each target advertisement, in an embodiment, the advertisement delivery platform may select an advertisement to be delivered from each target advertisement based on the value characterizing information, and deliver the selected advertisement. For example, the advertisement delivery platform may select a preset number of target advertisements with the largest value as the advertisements to be delivered according to the size of the value representation information. The preset number may be 1, 2, 3, etc.

In addition to the aforementioned manner of generating the control factor mentioned at step S103 in the embodiment shown in fig. 1, the control factor can be implemented in other manners, and the following description is made with reference to the embodiments shown in fig. 2 and fig. 3.

Referring to fig. 2, fig. 2 is a schematic flowchart of a second advertisement-oriented information generating method according to an embodiment of the present invention, where the method includes the following steps S201 to S205.

Step S201: and acquiring the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period. .

Step S202: and determining the total theoretical consumption of the advertiser for each target advertisement in a preset time period according to the actual conversion number corresponding to each target advertisement.

The steps S201 and S202 are the same as the steps S101 and S102 of the embodiment shown in fig. 1, and are not repeated here.

Step S203: the unit consumption of conversion items set for each targeted advertisement is obtained.

Specifically, the manner of obtaining the above-described unit consumption is described in the following two cases for each targeted advertisement.

In the first case, in the case where the conversion item set by the target advertisement is an operation item performed by the user on the target advertisement, the unit consumption may be consumption set in advance by the advertiser.

In the second case, when the conversion item set by the target advertisement is ROI, in addition to the actual conversion number corresponding to the target advertisement in the preset time period by using the value of ROI as the target advertisement, the profit count of the target advertisement in the preset time period for the advertiser can be obtained, and the profit count is used as the actual conversion number, so that the unit consumption can be obtained according to the theoretical consumption of the target advertisement in the preset time period and the actual conversion number corresponding to the target advertisement.

Specifically, the ratio of the theoretical consumption to the actual conversion number may be calculated to obtain the unit consumption. For example, if the theoretical consumption of an advertiser for a target advertisement is 2000 consumption value, the revenue times corresponding to the target advertisement is 50 times, that is, the actual conversion number corresponding to the target advertisement is 50, the unit consumption of the target advertisement is 2000/50-40 consumption value.

Step S204: and determining the control parameters according to the total actual consumption and the total theoretical consumption.

Specifically, the above control parameters may be obtained in the following manner.

In one embodiment, an absolute value of a difference between the total actual consumption and the total theoretical consumption may be calculated, and the absolute value may be used as the control parameter.

In another embodiment, in determining the control parameters, in addition to the total actual consumption and the total theoretical consumption, the total actual conversion number corresponding to each target advertisement may be considered. Specifically, a sum of actual conversion numbers corresponding to the target advertisements may be calculated, and the control parameter may be determined according to a magnitude relationship between the sum and a preset conversion number threshold, the total actual consumption, and the total theoretical consumption.

Specifically, in the case that the conversion item set by the target advertisement is an operation item executed by the user on the target advertisement, the actual conversion number corresponding to the target advertisement is the number of times of occurrence of the operation item, and in the case that the conversion item set by the target advertisement is the ROI, as can be known by referring to the description in step 203, the actual conversion number corresponding to the target advertisement may be the number of revenue times of revenue brought to the advertiser by the target advertisement within a preset time period, so that the actual conversion numbers corresponding to the target advertisements may be added to obtain the sum of the actual conversion numbers corresponding to the target advertisements.

For example, there are three targeted advertisements A, B and C, where the conversion items set by a and B are operation items, the number of occurrences of the operation items set by a and B is 10 and 20, respectively, that is, the actual number of conversions corresponding to a and B is 10 and 20, respectively, the conversion item set by C is ROI, the corresponding number of earnings is 15, that is, the actual number of conversions corresponding to C is 15, and the sum of the total actual number of conversions of the three targeted advertisements is 10+20+15 ═ 45.

Under the condition that the conversion item set by the target advertisement is the operation item, the actual conversion number of the target advertisement is the number of times of occurrence of the operation item, namely the number of times of occurrence of the user behavior expected by the advertiser, so that the actual conversion number can represent the promotion condition of the advertisement under the condition, for example, the larger the actual conversion number is, the more popular the target advertisement is with the user, the better the promotion condition of the representation advertisement is; in the case that the conversion item set by the target advertisement is the ROI, the actual conversion number may include the number of revenue times of the advertiser for the target advertisement within a preset time period, so the actual conversion number may also represent the promotion condition of the advertisement in this case, for example, the larger the value of the number of revenue times in the actual conversion number is, the better the promotion condition of the advertisement is represented.

In summary, the sum of the actual conversion numbers corresponding to the target advertisements represents the overall promotion condition of the target advertisements. Therefore, when the sum is greater than the preset conversion number threshold value, the overall promotion condition of each target advertisement can be considered to be better; when the sum is not greater than the preset conversion number threshold, the overall promotion condition of each target advertisement can be considered to be poor. Therefore, the control parameter can be determined based on the sum of the actual conversion numbers to determine a control parameter suitable for each popularization situation.

The preset conversion number threshold may be set by a worker according to experience.

In one embodiment, when determining the control parameter, different adjustment coefficients may be determined based on a magnitude relationship between the sum of the actual converted numbers and the converted number threshold, an absolute value of a difference between the total actual consumption and the total theoretical consumption may be calculated, and a product of the adjustment coefficients and the absolute value may be used as the control parameter. For example, when the above-mentioned sum value is larger than the above-mentioned conversion number threshold value, the adjustment coefficient may be determined to be a first value larger than 1, such as 2, etc., and when the above-mentioned sum value is smaller than the above-mentioned conversion number threshold value, the adjustment coefficient may be determined to be a second value smaller than 1, such as 0.8, etc. The first value and the second value may be set by a worker according to experience.

The sum value of the actual conversion numbers corresponding to the target advertisements can represent the overall popularization condition of the target advertisements, so that the overall popularization condition of the target advertisements is also considered when the sum value of the actual conversion numbers is adopted to determine the control parameters, different control parameters can be determined according to different popularization conditions, and the control factors generated by the control parameters and used for controlling the value of the target advertisements are adopted, so that the pertinence to the current overall popularization condition of the target advertisements is achieved, and the accuracy is higher.

Step S205: and generating a control factor for controlling the value of each target advertisement according to the total actual consumption, the total theoretical consumption, the control parameter and the obtained unit consumption.

In one embodiment, a control factor control for controlling the value of each targeted advertisement may be generated according to the following expression:

where unit _ consume represents the unit consumption of the conversion term set by each target advertisement, para represents the control parameter, consume represents the total actual consumption, consume _ exp represents the total theoretical consumption, and ∈ is a preset parameter.

Specifically, when the unit consumptions of conversion terms set for the respective target advertisements are different, an average value of the respective unit consumptions may be calculated as the value of the unit _ consumption, or a weight value may be set for each of the unit consumptions, and the unit consumptions may be weighted according to the set weight value to calculate the value of the unit _ consumption.

In the method, the control factor for controlling the value of each target advertisement can be accurately and conveniently obtained.

As can be seen from the above, in the solution provided in this embodiment, the total actual consumption and the total theoretical consumption of each target advertisement are used to determine the control parameter, and then the control factor for controlling the value of each target advertisement is generated based on the control parameter. Since the total actual consumption and the total theoretical consumption respectively reflect the actual payment and the expected payment of the advertiser for the advertisement of the target product, the difference between the total actual consumption and the total theoretical consumption can reflect whether the advertisement of the target product meets the expectation of the advertiser in the promotion process, namely, the promotion condition of the advertisement can be reflected, and therefore the control parameter determined based on the total actual consumption and the total theoretical consumption can reflect the promotion condition of the advertisement of the target product. On the basis, the control factor generated based on the control parameter can reflect the promotion condition of the advertisement of the target product, so that the control factor can be closer to the actual condition, and the controlled value can be more close to the expectation of an advertiser when the value of each target advertisement is controlled based on the control factor.

Referring to fig. 3, fig. 3 is a flowchart illustrating a third method for generating information for an advertisement according to an embodiment of the present invention, where the method includes the following steps S301 to S304.

Step S301: and acquiring the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period.

Step S302: and determining the total theoretical consumption of the advertiser for each target advertisement in a preset time period according to the actual conversion number corresponding to each target advertisement.

The steps S301 and S302 are the same as the steps S101 to S102 in the embodiment shown in fig. 1, and are not described again here.

Step S303: and generating a first control factor for controlling the value of each target advertisement by adopting the total actual consumption and the total theoretical consumption.

Specifically, the above-described first control factor can be obtained in the following manner.

In one implementation, the control factor generated by using the foregoing embodiment to control the value of each target advertisement may be used as the foregoing first control factor with reference to the foregoing embodiment shown in fig. 1.

In another implementation, the control factor generated by using the foregoing embodiment to control the value of each target advertisement may be used as the first control factor, with reference to the foregoing embodiment shown in fig. 2.

Step S304: and aiming at each target advertisement, generating a second control factor for controlling the value of the target advertisement according to the actual consumption and the theoretical consumption of the advertiser for the target advertisement in a preset time period, and determining the control factor for controlling the value of the target advertisement according to the first control factor and the second control factor.

Specifically, the above-described second control factor can be obtained in the following manner for each targeted advertisement.

In an implementation manner, the difference between the actual consumption and the theoretical consumption of each target advertisement is only the total actual consumption and the total theoretical consumption, and the control factors of each target advertisement are calculated respectively, which is not described herein again.

In another embodiment, the difference is that only the total actual consumption and the total theoretical consumption are changed into the actual consumption and the theoretical consumption of each target advertisement, and the control factors of each target advertisement are calculated respectively, which is not described herein again.

After the first control factor and the second control factor are obtained, specifically, for each target advertisement, a weight may be set for the first control factor and the second control factor of the target advertisement, and the first control factor and the second control factor are subjected to weighted calculation according to the set weight, so as to obtain the control factor of the target advertisement. The weight value can be set by a worker according to experience.

Because the first control factor is generated based on the delivery data of a plurality of advertisements of the same target product, the problem of low accuracy of the generated control factor caused by sparse delivery data of a single advertisement is solved. And because the second control factor is generated based on the delivery data of each target advertisement, the personalized information of each target advertisement is reserved. Therefore, the control factors finally determined according to the first control factors and the second control factors and used for controlling the value of each target advertisement give consideration to the characteristics of the first control factors and the second control factors, the accuracy of the generated control factors is improved, and the pertinence of each target advertisement is also given consideration to.

Referring to fig. 4, fig. 4 is a flowchart illustrating a third method for generating information for an advertisement according to an embodiment of the present invention, where the method includes the following steps S401 to S406.

Step S401: and acquiring the total actual consumption of the target advertisements of the target product and the actual conversion number corresponding to each target advertisement by the advertiser in a preset time period.

Step S402: and determining the total theoretical consumption of the advertiser for each target advertisement in a preset time period according to the actual conversion number corresponding to each target advertisement.

Step S403: and generating a control factor for controlling the value of each target advertisement by adopting the total actual consumption and the total theoretical consumption.

The steps S401 to S403 are the same as the steps S101 to S103 in the embodiment shown in fig. 1, and are not described again here.

Step S404: a consumption difference between the total actual consumption and the total theoretical consumption is calculated.

Step S405: and if the proportion between the consumption difference and the total theoretical consumption is larger than the preset proportion, determining the total consumption return value of each target advertisement according to the consumption difference.

The preset ratio may be set by a worker based on experience, and for example, the preset ratio may be set to 0.2.

Since the total actual consumption represents actual consumption in a preset time period and the total theoretical consumption represents expected consumption of an advertiser in the preset time period, when the ratio of the consumption difference to the total theoretical consumption is greater than a preset ratio, the actual consumption is much higher than the expected consumption of the advertiser, and in this case, in order to balance the benefits of the advertisement delivery platform and the advertiser, the total consumption return value of each target advertisement may be determined.

Specifically, the total consumption return value of each targeted advertisement may be determined in the following manner.

In one embodiment, the consumption difference may be directly used as the total consumption return value of each target advertisement.

For example, if the consumption difference is 300 and the total theoretical consumption is 1000, the ratio between the consumption difference and the total theoretical consumption is 0.3, and is greater than the preset ratio of 0.2, the total consumption return value of each target advertisement is 300.

In another embodiment, in some cases, although the ratio between the consumption difference and the total theoretical consumption is greater than a preset ratio, the value of the total actual consumption is smaller than the value of the total theoretical consumption, so that the consumption difference between the total actual consumption and the total theoretical consumption is smaller, in this case, the magnitude relationship between the consumption difference and the preset value may be determined, and if the consumption difference is smaller than the preset value, the consumption difference may be considered to be negligible, that is, the total consumption return value may not be determined, or the total consumption return value may be set to 0; if the consumption difference is greater than a preset value, the consumption difference can be used as a total consumption return value of each target advertisement. The preset value may be set by a worker based on experience, and may be, for example, 10.

Step S406: and distributing the total consumption return value among the target advertisements according to the proportion of the actual consumption of the target advertisements within a preset time period by the advertiser.

In this step, since the actual consumption is determined based on the exposure of the target advertisement, the actual consumption of each target advertisement may indicate the exposure of each target advertisement, and when the ratio of the actual consumption of one target advertisement to the actual consumption of each target advertisement is high, it indicates that the exposure of the target advertisement is high; when the ratio of actual consumption of a target advertisement to actual consumption of each target is low, the exposure of the target advertisement is low, so that the advertisement with higher exposure obtains more return values to further promote the advertiser to continue to put the target advertisement, and the total consumption return value can be distributed among the target advertisements according to the ratio of the actual consumption of the target advertisements to the advertiser in a preset time period.

For example, the actual consumption of the targeted advertisement A, B, C is 100 consumption value, 400 consumption value, 500 consumption value, the total consumption return value is 200, the ratio between the actual consumption of the 3 targeted advertisements is 1:4:5, the ratio of the consumption return values allocated to the targeted advertisement is 1:4:5, that is, the consumption return values allocated to the targeted advertisement are 20, 80, 100, respectively.

In one embodiment, after determining the return value allocated to each target advertisement, it may be determined whether each target advertisement is in a return period, and the return value consumed by the target advertisement in the return period may be returned to the target advertisement. For example, if the target advertisements B and C are in the return period and the target advertisement a is not in the return period, only the return values of the target advertisements B and C are returned to the target advertisements.

As can be seen from the above, in the scheme provided in the embodiment of the present invention, since the actual consumption of the target advertisements by the advertiser in the preset time period may indicate the exposure amount of each target advertisement in the preset time period, the total consumption return value is distributed among the target advertisements according to the ratio between the actual consumption of each target advertisement, so that the advertisements with higher exposure amount obtain more return values, and further the advertiser is promoted to continue to deliver the target advertisements, which is beneficial to improving the viscosity of the advertisements with higher exposure amount on the advertisement delivery platform and improving the advertisement stability of the advertisement delivery platform.

Corresponding to the information generation method for the advertisement, the embodiment of the invention also provides an information generation device for the advertisement.

Referring to fig. 5, fig. 5 is a schematic structural diagram of a first advertisement-oriented information generating apparatus according to an embodiment of the present invention, where the apparatus includes the following

modules

501 and 503.

An information obtaining module 501, configured to obtain total actual consumption of each target advertisement of a target product and an actual conversion number corresponding to each target advertisement within a preset time period, where the actual conversion number corresponding to each target advertisement is: generating a conversion representation value on a conversion item set by the target advertisement after the target advertisement is released in the preset time period;

a total theoretical consumption determining module 502, configured to determine, according to the actual conversion number corresponding to each target advertisement, total theoretical consumption of the advertiser for each target advertisement within the preset time period;

and a control factor generating module 503, configured to generate a control factor for controlling the value of each target advertisement by using the total actual consumption and the total theoretical consumption.

In an embodiment of the present invention, in a case that a conversion item set by each target advertisement is an operation item executed by a user on each target advertisement, the total theoretical consumption determining module is specifically configured to, for each target advertisement, obtain theoretical consumption of an advertiser on the target advertisement within the preset time period according to an actual conversion number corresponding to the target advertisement and preset unit consumption of the conversion item set by the target advertisement; and calculating the sum of the theoretical consumption of each target advertisement to obtain the total theoretical consumption of the advertiser for each target advertisement in the preset time period.

In an embodiment of the present invention, in a case that a conversion item set by each target advertisement is an investment return rate ROI, the total theoretical consumption determining module is specifically configured to, for each target advertisement, obtain an actual revenue of an advertiser after the target advertisement is delivered within the preset time period, and determine theoretical consumption of the advertiser for the target advertisement within the preset time period according to the actual revenue and an actual conversion number corresponding to the target advertisement; and calculating the sum of the theoretical consumption of each target advertisement to obtain the total theoretical consumption of the advertiser for each target advertisement in the preset time period.

Therefore, under the condition that the conversion item set by the target advertisement is the return on investment rate ROI, the theoretical consumption of the target advertisement can be obtained in a targeted and accurate mode aiming at the ROI.

In an embodiment of the present invention, the control factor generating module is specifically configured to generate a first control factor for controlling the value of each target advertisement by using the total actual consumption and the total theoretical consumption; and aiming at each target advertisement, generating a second control factor for controlling the value of the target advertisement according to the actual consumption and the theoretical consumption of the advertiser for the target advertisement in the preset time period, and determining the control factor for controlling the value of the target advertisement according to the first control factor and the second control factor.

In one embodiment of the invention, the conversion items set by the target advertisements are the same;

and/or

Each targeted advertisement is an advertisement delivered by the same advertiser.

Therefore, the control factors are generated aiming at the advertisements delivered by the same advertiser in the follow-up process, and the generated control factors have pertinence.

Therefore, the advertisements with the same conversion item in the target product are used as the target advertisements, so that the total actual consumption of the advertisers for each target advertisement and the actual conversion number corresponding to each target advertisement are all directed at the same conversion item, the control factor obtained by calculating the total actual consumption is also directed at the conversion item, and the control factor is more targeted.

In one embodiment of the present invention, the apparatus further comprises:

and the value representation information generation module is used for acquiring the click rate of the target advertisement and the conversion rate on the conversion item set by the target advertisement aiming at each target advertisement, and generating the value representation information of the target advertisement according to the click rate, the conversion rate, the unit consumption of the conversion item set by the target advertisement and the control factor corresponding to the target advertisement.

Referring to fig. 6, fig. 6 is a schematic structural diagram of a second advertisement-oriented information generating apparatus according to an embodiment of the present invention, where the apparatus includes the following modules 601-605.

An information obtaining module 601, configured to obtain total actual consumption of each target advertisement of a target product and an actual conversion number corresponding to each target advertisement within a preset time period, where the actual conversion number corresponding to each target advertisement is: generating a conversion representation value on a conversion item set by the target advertisement after the target advertisement is released in the preset time period;

a total theoretical consumption determining module 602, configured to determine, according to the actual conversion number corresponding to each target advertisement, total theoretical consumption of the advertiser for each target advertisement in the preset time period;

a unit consumption obtaining submodule 603 configured to obtain unit consumption of the conversion item set by each target advertisement;

a control parameter determining submodule 604, configured to determine a control parameter according to the total actual consumption and the total theoretical consumption;

and a control factor generation sub-module 605, configured to generate a control factor for controlling the value of each target advertisement according to the total actual consumption, the total theoretical consumption, the control parameter, and the obtained unit consumption.

In an embodiment of the present invention, the control parameter determining sub-module is specifically configured to calculate a sum of actual conversion numbers corresponding to the target advertisements; and determining a control parameter according to the magnitude relation between the sum and a preset conversion number threshold value, the total actual consumption and the total theoretical consumption.

The sum value of the actual conversion numbers corresponding to the target advertisements can represent the overall popularization condition of the target advertisements, so that the overall popularization condition of the target advertisements is also considered when the sum value of the actual conversion numbers is adopted to determine the control parameters, different control parameters can be determined according to different popularization conditions, and then the control factors generated by the control parameters and used for controlling the value of the target advertisements are adopted.

In an embodiment of the present invention, the control factor generation sub-module is specifically configured to generate a control factor control for controlling the value of each target advertisement according to the following expression:

wherein unit _ consume represents the unit consumption of the conversion term set by each target advertisement, para represents the control parameter, consume represents the total actual consumption, consume _ exp represents the total theoretical consumption, and epsilon is a preset parameter.

Referring to fig. 7, fig. 7 is a schematic structural diagram of a third advertisement-oriented information generating apparatus according to an embodiment of the present invention, where the apparatus includes the following modules 701-706.

An information obtaining module 701, configured to obtain total actual consumption of each target advertisement of a target product and an actual conversion number corresponding to each target advertisement by an advertiser in a preset time period, where the actual conversion number corresponding to each target advertisement is: generating a conversion representation value on a conversion item set by the target advertisement after the target advertisement is released in the preset time period;

a total theoretical consumption determining module 702, configured to determine, according to the actual conversion number corresponding to each target advertisement, total theoretical consumption of the advertiser for each target advertisement in the preset time period;

a control factor generating module 703, configured to generate a control factor for controlling the value of each target advertisement by using the total actual consumption and the total theoretical consumption;

a consumption difference calculation module 704, configured to calculate a consumption difference between the total actual consumption and the total theoretical consumption;

a total consumption return value determining module 705, configured to determine, according to the consumption difference value, a total consumption return value of each target advertisement if the ratio between the consumption difference value and the total theoretical consumption is greater than a preset ratio;

and a total consumption return value allocation module 706, configured to allocate the total consumption return value among the target advertisements according to a ratio of the advertiser to actual consumption of each target advertisement in the preset time period.

An embodiment of the present invention further provides an electronic device, as shown in fig. 8, which includes a processor 801, a communication interface 802, a memory 803, and a communication bus 804, where the processor 801, the communication interface 802, and the memory 803 complete mutual communication through the communication bus 804,

a memory 803 for storing a computer program;

the processor 801 is configured to implement the steps of the information generation method for advertisement provided by the above-described method embodiments when executing the program stored in the memory 803.

The communication bus mentioned in the above terminal may be a Peripheral Component Interconnect (PCI) bus, an Extended Industry Standard Architecture (EISA) bus, or the like. The communication bus may be divided into an address bus, a data bus, a control bus, etc. For ease of illustration, only one thick line is shown, but this does not mean that there is only one bus or one type of bus.

The communication interface is used for communication between the terminal and other equipment.

The Memory may include a Random Access Memory (RAM) or a non-volatile Memory (non-volatile Memory), such as at least one disk Memory. Optionally, the memory may also be at least one memory device located remotely from the processor.

The Processor may be a general-purpose Processor, and includes a Central Processing Unit (CPU), a Network Processor (NP), and the like; the device can also be a Digital Signal Processor (DSP), an Application Specific Integrated Circuit (ASIC), a Field Programmable Gate Array (FPGA) or other Programmable logic device, a discrete Gate or transistor logic device, or a discrete hardware component.

In another embodiment of the present invention, a computer-readable storage medium is further provided, in which a computer program is stored, and the computer program, when executed by a processor, implements the information generation method for advertisement described in any of the above method embodiments.

In a further embodiment of the present invention, there is also provided a computer program product containing instructions which, when run on a computer, cause the computer to perform the method steps of the information generation for advertisements described in any of the above method embodiments.

In the above embodiments, the implementation may be wholly or partially realized by software, hardware, firmware, or any combination thereof. When implemented in software, may be implemented in whole or in part in the form of a computer program product. The computer program product includes one or more computer instructions. When loaded and executed on a computer, cause the processes or functions described in accordance with the embodiments of the invention to occur, in whole or in part. The computer may be a general purpose computer, a special purpose computer, a network of computers, or other programmable device. The computer instructions may be stored in a computer readable storage medium or transmitted from one computer readable storage medium to another, for example, from one website site, computer, server, or data center to another website site, computer, server, or data center via wired (e.g., coaxial cable, fiber optic, Digital Subscriber Line (DSL)) or wireless (e.g., infrared, wireless, microwave, etc.). The computer-readable storage medium can be any available medium that can be accessed by a computer or a data storage device, such as a server, a data center, etc., that incorporates one or more of the available media. The usable medium may be a magnetic medium (e.g., floppy Disk, hard Disk, magnetic tape), an optical medium (e.g., DVD), or a semiconductor medium (e.g., Solid State Disk (SSD)), among others.

It is noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other identical elements in the process, method, article, or apparatus that comprises the element.

All the embodiments in the present specification are described in a related manner, and the same and similar parts among the embodiments may be referred to each other, and each embodiment focuses on the differences from the other embodiments. In particular, for the embodiments of the apparatus, the electronic device, and the computer-readable storage medium, since they are substantially similar to the embodiments of the method, the description is simple, and for the relevant points, reference may be made to the partial description of the embodiments of the method.

The above description is only for the preferred embodiment of the present invention, and is not intended to limit the scope of the present invention. Any modification, equivalent replacement, or improvement made within the spirit and principle of the present invention shall fall within the protection scope of the present invention.

Claims

1. An information generating method for advertisement, the method comprising:

2. The method according to claim 1, wherein in a case that the conversion item set for each targeted advertisement is an operation item executed by the user for each targeted advertisement, the determining, according to the actual conversion number corresponding to each targeted advertisement, the total theoretical consumption of the advertiser for each targeted advertisement in the preset time period includes:

aiming at each target advertisement, obtaining theoretical consumption of the advertiser on the target advertisement in the preset time period according to the actual conversion number corresponding to the target advertisement and the preset unit consumption of the conversion item set by the target advertisement;

and calculating the sum of the theoretical consumption of each target advertisement to obtain the total theoretical consumption of the advertiser for each target advertisement in the preset time period.

3. The method of claim 1, wherein in a case that the conversion item set for each target advertisement is the return on investment ROI, the determining the total theoretical consumption of the advertiser for each target advertisement in the preset time period according to the actual conversion number corresponding to each target advertisement comprises:

aiming at each target advertisement, obtaining the actual income of the advertiser after the target advertisement is put in the preset time period, and determining the theoretical consumption of the advertiser on the target advertisement in the preset time period according to the actual income and the actual conversion number corresponding to the target advertisement;

4. The method of any of claims 1-3, wherein the employing the total actual consumption and total theoretical consumption to generate control factors for controlling the value of targeted advertisements comprises:

obtaining unit consumption of conversion items set by each target advertisement;

determining a control parameter according to the total actual consumption and the total theoretical consumption;

and generating a control factor for controlling the value of each target advertisement according to the total actual consumption, the total theoretical consumption, the control parameters and the obtained unit consumption.

5. The method of claim 4, wherein determining control parameters based on the total actual consumption and total theoretical consumption comprises:

calculating the sum of the actual conversion numbers corresponding to the target advertisements;

and determining a control parameter according to the magnitude relation between the sum and a preset conversion number threshold value, the total actual consumption and the total theoretical consumption.

6. The method of claim 4, wherein generating a control factor for controlling the value of each target advertisement according to the total actual consumption, the total theoretical consumption, the control parameter and the obtained unit consumption comprises:

generating a control factor control for controlling the value of each target advertisement according to the following expression:

7. The method according to any of claims 1-3, wherein the generating a control factor for controlling the value of each targeted advertisement using the total actual consumption and the total theoretical consumption comprises:

generating a first control factor for controlling the value of each target advertisement by adopting the total actual consumption and the total theoretical consumption;

and aiming at each target advertisement, generating a second control factor for controlling the value of the target advertisement according to the actual consumption and the theoretical consumption of the advertiser for the target advertisement in the preset time period, and determining the control factor for controlling the value of the target advertisement according to the first control factor and the second control factor.

8. The method according to any one of claims 1 to 3,

the conversion items set by the target advertisements are the same;

and/or

9. The method according to any one of claims 1-3, further comprising:

and aiming at each target advertisement, obtaining the click rate of the target advertisement and the conversion rate on the conversion item set by the target advertisement, and generating the value representation information of the target advertisement according to the click rate, the conversion rate, the unit consumption of the conversion item set by the target advertisement and the control factor corresponding to the target advertisement.

10. The method according to any one of claims 1-3, further comprising:

calculating a consumption difference between the total actual consumption and the total theoretical consumption;

if the proportion between the consumption difference and the total theoretical consumption is larger than a preset proportion, determining the total consumption return value of each target advertisement according to the consumption difference;

and distributing the total consumption return value among the target advertisements according to the proportion of the actual consumption of the target advertisements within the preset time period by the advertiser.

11. An information generating apparatus for advertisement, the apparatus comprising:

12. An electronic device is characterized by comprising a processor, a communication interface, a memory and a communication bus, wherein the processor and the communication interface are used for realizing mutual communication by the memory through the communication bus;

a memory for storing a computer program;

a processor for implementing the method steps of any of claims 1-10 when executing a program stored in the memory.

13. A computer-readable storage medium, characterized in that a computer program is stored in the computer-readable storage medium, which computer program, when being executed by a processor, carries out the method steps of any one of the claims 1-10.