CN115204945A - Advertisement resource delivery method and device, storage medium and electronic equipment - Google Patents

Advertisement resource delivery method and device, storage medium and electronic equipment Download PDF

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Publication number
CN115204945A
CN115204945A CN202210808604.3A CN202210808604A CN115204945A CN 115204945 A CN115204945 A CN 115204945A CN 202210808604 A CN202210808604 A CN 202210808604A CN 115204945 A CN115204945 A CN 115204945A
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customer
client
advertisement
resource scheduling
resource
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张俊超
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Beijing Soufun Science & Technology Development Co ltd
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Beijing Soufun Science & Technology Development Co ltd
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    • 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
    • G06Q30/0242—Determining effectiveness of advertisements
    • 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
    • G06Q30/0249—Advertisements based upon budgets or funds
    • 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
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0269—Targeted advertisements based on user profile or attribute

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Abstract

The invention provides an advertisement resource delivery method and device, a storage medium and electronic equipment, wherein the method comprises the following steps: and determining the corresponding customer obtaining data and the advertising effect data of each customer, and determining the corresponding customer obtaining cost of each customer according to the data and the advertising effect data. And judging whether the customer meets the preset extra resource scheduling condition or not according to the customer obtaining cost of the customer. And if the client meets the conditions, taking the client as a target client. And determining the advertisement resource of each target client in the advertisement resource library, and generating a first resource scheduling scheme corresponding to each target client according to the promotion scheduling strategy and the advertisement resource of each target client. And determining the existing second resource scheduling scheme of each target client, and delivering the advertisement resources according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client. By applying the method of the invention, under the condition of low return on investment of the client, the advertisement resources of the client can be automatically additionally released, and the advertisement releasing effect is improved.

Description

Advertisement resource delivery method and device, storage medium and electronic equipment
Technical Field
The invention relates to the technical field of internet, in particular to an advertisement resource delivery method and device, a storage medium and electronic equipment.
Background
In the field of information services, service providers usually deliver advertisement resources to customers on their operating information platforms, so that customers who purchase relevant information service resources can obtain the customers, i.e. obtain their target customers.
In the existing service scenario, the information platform only puts in advertisement resources according to a fixed advertisement putting strategy. If the customer purchases the advertisement service, the information platform puts the advertisement resource at the corresponding advertisement putting position in the appointed time according to the service content of the advertisement service purchased by the customer.
In the advertising marketing process, factors such as advertisement delivery time or advertisement material affect the delivery effect of the advertisement, and for these reasons, the Return On Investment (ROI) of some clients may be poor. Based on the existing advertisement delivery mode, when the return on investment of the client is too low, the client can only continue to use a fixed advertisement delivery strategy to deliver the advertisement resources for the client, special treatment cannot be performed on the client, the advertisement delivery effect is difficult to improve, the return on investment of the client may be continuously reduced, and the client is not favorable for maintenance.
Disclosure of Invention
In view of this, the embodiment of the present invention provides an advertisement resource delivery method, so as to solve the problems that when advertisement delivery effects are poor, targeted processing is difficult to be performed in time and maintenance of a client is not facilitated when advertisement resource scheduling is performed according to a fixed advertisement delivery policy.
The embodiment of the invention also provides an advertisement resource delivery device, which is used for ensuring the actual realization and application of the method.
In order to achieve the above purpose, the embodiments of the present invention provide the following technical solutions:
an advertisement resource delivery method, comprising:
determining customer obtaining data and advertisement effect data corresponding to each customer under the condition that advertisement resources need to be put and scheduled;
determining customer acquisition cost corresponding to each customer according to the customer acquisition data and the advertisement effect data corresponding to each customer;
for each customer, judging whether the customer meets a preset extra resource scheduling condition or not according to the customer obtaining cost corresponding to the customer, and if so, determining the customer as a target customer;
determining the advertisement resource corresponding to each target client in the constructed advertisement resource library;
generating a first resource scheduling scheme corresponding to each target client according to a preset efficiency improvement scheduling strategy and the advertisement resource corresponding to each target client;
determining a second resource scheduling scheme corresponding to each target client, wherein the second resource scheduling scheme corresponding to each target client is an existing advertisement resource scheduling scheme of the target client;
and for each target client, advertising resources are delivered to the target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client.
Optionally, the method for determining the customer obtaining data and the advertisement effect data corresponding to each customer includes:
for each client, obtaining client thread information corresponding to the client in a preset database, and taking the client thread information as client obtaining data corresponding to the client;
and for each customer, acquiring the click cost of every thousand persons corresponding to the customer in the database, and taking the click cost of every thousand persons as the advertisement effect data corresponding to the customer.
Optionally, the method for determining the customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertisement effect data corresponding to each customer includes:
and for each customer, determining each formula data corresponding to a preset cost formula in the customer obtaining data and the advertisement effect data corresponding to the customer, and carrying out cost calculation according to the cost formula and each formula data to obtain the customer obtaining cost corresponding to the customer.
Optionally, the method for determining whether the client meets the preset additional resource scheduling condition includes:
comparing the customer obtaining cost corresponding to the customer with a preset cost threshold, and if the customer obtaining cost corresponding to the customer is greater than or equal to the cost threshold, determining that the customer meets the extra resource scheduling condition;
and if the customer obtaining cost corresponding to the customer is less than the cost threshold, determining that the customer does not accord with the extra resource scheduling condition.
The above method, optionally, further includes:
if the client does not accord with the extra resource scheduling condition, determining a third resource scheduling scheme corresponding to the client, wherein the third resource scheduling scheme is the existing advertisement resource scheduling scheme of the client;
and advertising resources for the client according to the third resource scheduling scheme.
An advertising resource delivery apparatus comprising:
the first determining unit is used for determining the customer obtaining data and the advertisement effect data corresponding to each customer under the condition that the advertisement resources need to be put and scheduled;
the second determining unit is used for determining the customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertising effect data corresponding to each customer;
the judging unit is used for judging whether the client accords with a preset extra resource scheduling condition or not according to the client obtaining cost corresponding to the client for each client, and if the client accords with the extra resource scheduling condition, the client is determined as a target client;
a third determining unit, configured to determine, in a constructed advertisement resource library, an advertisement resource corresponding to each target client;
the generating unit is used for generating a first resource scheduling scheme corresponding to each target client according to a preset performance-promoting scheduling strategy and the advertisement resource corresponding to each target client;
a fourth determining unit, configured to determine a second resource scheduling scheme corresponding to each target client, where the second resource scheduling scheme corresponding to each target client is an existing advertisement resource scheduling scheme of the target client;
and the first scheduling unit is used for performing advertisement resource delivery on each target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client.
The above apparatus, optionally, the determining unit includes:
the comparison subunit is configured to compare the customer obtaining cost corresponding to the customer with a preset cost threshold, and if the customer obtaining cost corresponding to the customer is greater than or equal to the cost threshold, determine that the customer meets the extra resource scheduling condition;
and the determining subunit is configured to determine that the customer does not meet the extra resource scheduling condition if the customer acquisition cost corresponding to the customer is less than the cost threshold.
The above apparatus, optionally, further comprises:
a fifth determining unit, configured to determine a third resource scheduling scheme corresponding to the client if the client does not meet the extra resource scheduling condition, where the third resource scheduling scheme is an existing advertisement resource scheduling scheme of the client;
and the second scheduling unit is used for delivering the advertisement resources to the client according to the third resource scheduling scheme.
A storage medium comprising stored instructions, wherein the instructions, when executed, control a device on which the storage medium is located to execute the advertising resource delivery method as described above.
An electronic device comprising a memory, and one or more instructions, wherein the one or more instructions are stored in the memory and configured to be executed by one or more processors to perform the method of advertising a resource as described above.
Based on the advertisement resource delivery method provided by the embodiment of the invention, the method comprises the following steps: and determining the customer obtaining data and the advertisement effect data corresponding to each customer under the condition that the advertisement resources need to be put and scheduled. And determining the customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertising effect data corresponding to each customer. And judging whether each customer meets the preset extra resource scheduling condition or not according to the customer obtaining cost corresponding to each customer. And if the client meets the preset additional resource scheduling condition, determining the client as a target client. Determining advertisement resources corresponding to each target client in the constructed advertisement resource library; generating a first resource scheduling scheme corresponding to each target client according to a preset effect-promoting scheduling strategy and the advertisement resource corresponding to each target client; determining a second resource scheduling scheme corresponding to each target client, wherein the second resource scheduling scheme corresponding to each target client is the existing advertisement resource scheduling scheme of the target client; and for each target client, advertising resources are delivered to the target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client. By applying the method provided by the embodiment of the invention, an additional resource scheduling scheme can be generated for the client meeting the conditions, and the advertisement resource can be released and scheduled by combining the existing resource scheduling scheme and the additional resource scheduling scheme of the client. Under the condition that the investment return rate of the client is low, the advertisement resources of the client can be automatically and additionally released, the advertisement releasing effect is favorably improved, and the investment return rate of the client 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, it is obvious that the drawings in the following description are only embodiments of the present invention, and for those skilled in the art, other drawings can be obtained according to the provided drawings without creative efforts.
Fig. 1 is a flowchart of a method for delivering an advertisement resource according to an embodiment of the present invention;
fig. 2 is a flowchart of another method of a method for delivering an advertisement resource according to an embodiment of the present invention;
fig. 3 is a schematic structural diagram of an advertisement resource delivering device according to an embodiment of the present invention;
fig. 4 is a schematic structural diagram of an advertisement resource delivering device according to an embodiment of the present invention;
fig. 5 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 clearly and completely 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 of the 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.
In this application, 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 a … …" does not exclude the presence of another identical element in a process, method, article, or apparatus that comprises the element.
The embodiment of the invention provides an advertisement resource delivery method, which can be applied to an advertisement resource scheduling system, wherein an execution subject can be a server of the system, and a flow chart of the method is shown in figure 1 and comprises the following steps:
s101: determining customer obtaining data and advertisement effect data corresponding to each customer under the condition that advertisement resources need to be put and scheduled;
in the method provided by the embodiment of the invention, the user can set the period of advertisement resource delivery scheduling according to the actual service requirement, and the advertisement resource is delivered and scheduled periodically, namely the delivery condition of the advertisement resource corresponding to the client is rescheduled periodically. When entering a new scheduling period (e.g., a point in time when the new scheduling period is triggered), the advertisement resources may be scheduled for delivery as needed. At this time, the customer acquisition data corresponding to each customer and the advertisement effect data corresponding to each customer may be determined based on data stored in advance in the database. The customer acquisition data corresponding to the customer refers to relevant data of the customer on the customer acquisition side, and the advertisement effect data refers to data related to the effect obtained by the advertisement resource delivery of the customer.
S102: determining customer acquisition cost corresponding to each customer according to the customer acquisition data and the advertisement effect data corresponding to each customer;
in the method provided by the embodiment of the invention, the customer obtaining cost of the customer, namely the cost consumed by the customer when obtaining the customer clue of the target customer can be calculated according to the customer obtaining data corresponding to the customer and the advertisement effect data corresponding to the customer.
S103: for each customer, judging whether the customer meets a preset extra resource scheduling condition or not according to the customer obtaining cost corresponding to the customer, and if the customer meets the extra resource scheduling condition, determining the customer as a target customer;
in the method provided by the embodiment of the invention, whether each client meets the preset extra resource scheduling condition or not is judged according to the client obtaining cost of each client, namely whether the advertisement putting effect of the client is poor or not is determined. And if the client meets the preset extra resource scheduling condition, namely the advertisement putting effect of the client is poor, taking the client as a target client.
S104: determining the advertisement resource corresponding to each target client in the constructed advertisement resource library;
in the method provided by the embodiment of the invention, the system can be connected with the constructed advertisement resource library, namely the resource library used for storing the advertisement resources of each client. And acquiring the advertisement resource corresponding to each target client from the advertisement resource library.
S105: generating a first resource scheduling scheme corresponding to each target client according to a preset effect-promoting scheduling strategy and the advertisement resource corresponding to each target client;
in the method provided by the embodiment of the invention, the user can set the efficiency improvement scheduling strategy according to the actual business requirements, namely, the advertisement resources of the client with poor advertisement putting effect are additionally put in aiming at the client with poor advertisement putting effect, and the putting mode of the advertisement resources is, for example, when some advertisement positions are idle, the corresponding advertisement resources are put in the advertisement positions, and the like. In addition, specific resource releasing modes corresponding to customer obtaining costs of different levels can be set, and the corresponding resource releasing modes are matched according to the customer obtaining costs of the current target customers.
In the method provided by the embodiment of the invention, the first resource scheduling scheme corresponding to the target client, namely the resource scheduling scheme for additionally delivering the advertisement resource of the target client, can be generated according to the preset promotion scheduling strategy and the advertisement resource corresponding to the target client.
S106: determining a second resource scheduling scheme corresponding to each target client, wherein the second resource scheduling scheme corresponding to each target client is an existing advertisement resource scheduling scheme of the target client;
in the method provided by the embodiment of the invention, the existing advertisement resource scheduling scheme of each target client can be obtained from the preset storage position and is used as the second resource scheduling scheme corresponding to each target client. The existing advertisement resource scheduling scheme of the target client refers to an advertisement resource scheduling scheme formulated according to the service content of the advertisement service corresponding to the client, namely a resource scheduling scheme for delivering advertisement resources to the client without any intervention.
S107: and for each target client, advertising resources are delivered to the target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client.
In the method provided by the embodiment of the invention, for the target client with poor advertisement putting effect, the advertisement resources can be put according to the corresponding first resource scheduling scheme and the corresponding second resource scheduling scheme. Namely, the advertisement resources are additionally scheduled and delivered on the basis of the original inherent advertisement resource scheduling scheme. If the current target customer also meets the extra resource scheduling condition under the condition of last advertisement resource delivery scheduling, the corresponding first resource scheduling scheme is generated, and after a new first resource scheduling scheme is generated in the process of current advertisement resource delivery scheduling, the original first resource scheduling scheme can be stopped from being used, and the original first resource scheduling scheme can be replaced by the current newly generated first resource scheduling scheme.
Based on the method provided by the embodiment of the invention, under the condition that the advertisement resources need to be put and scheduled, the customer obtaining data and the advertisement effect data corresponding to each customer are determined; determining customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertisement effect data corresponding to each customer; and judging whether each customer meets a preset extra resource scheduling condition or not according to the customer obtaining cost corresponding to each customer, and if so, taking the customer as a target customer. Determining advertisement resources corresponding to each target client in a constructed advertisement resource library; generating a first resource scheduling scheme corresponding to each target client according to a preset effect-promoting scheduling strategy and the advertisement resource corresponding to each target client; determining a second resource scheduling scheme corresponding to each target client, wherein the second resource scheduling scheme corresponding to each target client is the existing advertisement resource scheduling scheme of the target client; and according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to each target client, advertising resource delivery is carried out on each target client. By applying the method provided by the embodiment of the invention, whether the customer meets the preset extra resource scheduling condition can be judged according to the customer obtaining cost of the customer, an extra resource scheduling scheme can be generated under the condition of meeting the condition, and the delivery scheduling of the advertisement resources is carried out by combining the existing resource scheduling scheme and the extra resource scheduling scheme of the customer. Under the condition that the advertisement putting effect of the client is poor, namely the investment return rate is low, the advertisement resources of the client can be automatically additionally put, the advertisement putting effect is favorably improved, and the investment return rate of the client is improved.
On the basis of the method shown in fig. 1, in the method provided by the embodiment of the present invention, the process of determining the guest obtaining data and the advertisement effect data corresponding to each guest, which is mentioned in step S101, includes:
for each customer, obtaining customer thread information corresponding to the customer in a preset database, and taking the customer thread information as customer obtaining data corresponding to the customer;
and for each customer, acquiring the click cost of each thousand persons corresponding to the customer in the database, and taking the click cost of each thousand persons as the advertisement effect data corresponding to the customer.
In the method provided by the embodiment of the invention, the client clue information and the click cost of each thousand persons corresponding to each client are recorded in the preset database, and the client clue information and the click cost can be recorded correspondingly to the data through the client identification. The client thread information corresponding to each client can be obtained from the database through matching of the client identifier, and the client thread information may include how many client threads are obtained by the client, and the like. And taking the corresponding client thread information of each client as the corresponding client obtaining data. And acquiring the click cost of each thousand of people of each client from the database, and taking the click cost of each thousand of people of each client as the corresponding advertisement effect data. The Cost Per thousand clicks refers to the Cost paid by a client for clicking an advertisement by thousands of people in an advertisement billing mode of CPC (Cost Per Click), and in an actual application scene, the Cost Per thousand clicks is also often referred to as CPC for short.
Based on the method shown in fig. 1, in the method provided by the embodiment of the present invention, the process of determining the customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertisement effect data corresponding to each customer, which is mentioned in step S102, includes:
and for each customer, determining each formula data corresponding to a preset cost formula in the customer obtaining data and the advertisement effect data corresponding to the customer, and carrying out cost calculation according to the cost formula and each formula data to obtain the customer obtaining cost corresponding to the customer.
In the method provided by the embodiment of the invention, a cost formula, namely a formula for calculating the customer acquisition cost, can be preset according to an actual cost calculation mode. The required parameters and the operational relationship between the parameters can be configured by formulas. The total amount paid may be divided by the number of customer lines obtained, for example, as the cost of obtaining the customer. For each customer, according to a preset cost formula, obtaining data values corresponding to all parameters configured in the cost formula from customer obtaining data corresponding to the customer and advertisement effect data corresponding to the customer as formula data, substituting the formula data into the cost formula to carry out cost calculation, and taking the calculation result as the customer obtaining cost of the customer.
An embodiment of the present invention provides another advertisement resource delivery method, where on the basis of the method shown in fig. 1, referring to the flowchart shown in fig. 2, in the method provided in the embodiment of the present invention, the process of determining whether the client meets the preset additional resource scheduling condition in step S103 includes:
s201: comparing the customer acquisition cost corresponding to the customer with a preset cost threshold;
in the method provided by the embodiment of the invention, a cost threshold value can be preset according to the business requirement, when the customer obtaining cost of the customer is lower than the threshold value, the return on investment of the customer is better, otherwise, the return on investment of the customer is worse. When judging whether the current customer meets the preset extra resource scheduling condition, the condition judgment can be realized by comparing the customer obtaining cost corresponding to the current customer with a preset cost threshold value.
S202: if the customer obtaining cost corresponding to the customer is larger than or equal to the cost threshold value, determining that the customer meets the extra resource scheduling condition;
in the method provided by the embodiment of the invention, if the customer obtaining cost of the current customer is greater than or equal to the preset cost threshold, the fact that the return on investment of the current customer is poor, namely the advertising effect is poor is represented, and the current customer is considered to meet the preset extra resource scheduling condition.
S203: and if the customer obtaining cost corresponding to the customer is less than the cost threshold, determining that the customer does not accord with the extra resource scheduling condition.
In the method provided by the embodiment of the invention, if the customer obtaining cost of the current customer is less than the preset cost threshold, the advertisement putting effect of the customer is represented to be good, and the current customer is considered to be not in accordance with the preset extra resource scheduling condition, namely, extra putting of advertisement resources is not needed.
Further, on the basis of the method shown in fig. 1, the method provided in the embodiment of the present invention further includes:
if the client does not accord with the extra resource scheduling condition, determining a third resource scheduling scheme corresponding to the client, wherein the third resource scheduling scheme is the existing advertisement resource scheduling scheme of the client;
and advertising resources for the client according to the third resource scheduling scheme.
In the method provided by the embodiment of the present invention, in the determination process of step S103, if it is determined that the current client does not meet the preset additional resource scheduling condition, the existing advertisement resource scheduling scheme of the current client is obtained from the preset storage location, and the advertisement resource of the client is placed and scheduled according to the advertisement resource scheduling scheme. It should be noted that the third resource scheduling scheme and the second resource scheduling scheme mentioned in the foregoing embodiment refer to the same type of scheme, that is, an advertisement resource scheduling scheme formulated according to the service content of the advertisement service corresponding to the client, and is a scheme for delivering advertisement resources to the client without intervention.
In order to better explain the method provided by the embodiment of the present invention, the embodiment of the present invention provides another advertisement resource delivery method, so as to briefly explain the overall process of the method provided by the embodiment of the present invention.
The advertising resource delivery process provided by the embodiment of the invention comprises the following steps:
and performing offline calculation on client clue data and advertisement effect data of the client to obtain the client obtaining cost of the client.
And determining the customers to be scheduled based on the customer acquisition cost of the customers according to the rules configured in the background.
And matching the corresponding advertisement resources for the client to be scheduled, and performing additional delivery scheduling.
The method provided by the embodiment of the invention can automatically allocate advertisement resources to perform additional resource delivery aiming at the client with low return on investment, and is favorable for improving the return on investment of the client.
Corresponding to the advertisement resource delivery method shown in fig. 1, an embodiment of the present invention further provides an advertisement resource delivery apparatus, which is used for implementing the method shown in fig. 1 specifically, and a schematic structural diagram of the advertisement resource delivery apparatus is shown in fig. 3, and includes:
a first determining unit 301, configured to determine, when advertisement resources need to be delivered and scheduled, customer obtaining data and advertisement effect data corresponding to each customer;
a second determining unit 302, configured to determine, according to the customer obtaining data and the advertisement effect data corresponding to each customer, a customer obtaining cost corresponding to each customer;
a determining unit 303, configured to determine, for each client, whether the client meets a preset additional resource scheduling condition according to a client obtaining cost corresponding to the client, and if the client meets the additional resource scheduling condition, determine the client as a target client;
a third determining unit 304, configured to determine, in the constructed advertisement resource library, an advertisement resource corresponding to each of the target clients;
a generating unit 305, configured to generate a first resource scheduling scheme corresponding to each target client according to a preset performance-enhancing scheduling policy and an advertisement resource corresponding to each target client;
a fourth determining unit 306, configured to determine a second resource scheduling scheme corresponding to each target client, where the second resource scheduling scheme corresponding to each target client is an existing advertisement resource scheduling scheme of the target client;
the first scheduling unit 307 is configured to, for each target client, perform advertisement resource delivery for the target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client.
Based on the device provided by the embodiment of the invention, under the condition that the advertising resources need to be put and scheduled, the customer obtaining data and the advertising effect data corresponding to each customer are determined; determining customer acquisition cost corresponding to each customer according to the customer acquisition data and the advertisement effect data corresponding to each customer; and judging whether each customer meets a preset extra resource scheduling condition or not according to the customer obtaining cost corresponding to each customer, and if so, taking the customer as a target customer. Determining advertisement resources corresponding to each target client in a constructed advertisement resource library; generating a first resource scheduling scheme corresponding to each target client according to a preset efficiency improvement scheduling strategy and the advertisement resource corresponding to each target client; determining a second resource scheduling scheme corresponding to each target client, wherein the second resource scheduling scheme corresponding to each target client is the existing advertisement resource scheduling scheme of the target client; and according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to each target client, advertising resource delivery is carried out for each target client. By applying the device provided by the embodiment of the invention, whether the customer meets the preset extra resource scheduling condition can be judged according to the customer obtaining cost of the customer, an extra resource scheduling scheme can be generated under the condition of meeting the condition, and the advertisement resource is released and scheduled by combining the existing resource scheduling scheme and the extra resource scheduling scheme of the customer. Under the condition that the advertisement putting effect of the client is poor, namely the investment return rate is low, the advertisement resources of the client can be automatically additionally put, the advertisement putting effect is favorably improved, and the investment return rate of the client is improved.
An embodiment of the present invention provides another advertisement resource delivering device, a schematic structural diagram of which is shown in fig. 4, and on the basis of the device shown in fig. 3, in the device provided in the embodiment of the present invention, the determining unit 303 includes:
a comparing subunit 308, configured to compare the customer obtaining cost corresponding to the customer with a preset cost threshold, and if the customer obtaining cost corresponding to the customer is greater than or equal to the cost threshold, determine that the customer meets the extra resource scheduling condition;
a determining subunit 309, configured to determine that the customer does not meet the extra resource scheduling condition if the customer obtaining cost corresponding to the customer is less than the cost threshold.
On the basis of the device provided by the above embodiment, the device provided by the embodiment of the present invention further includes:
a fifth determining unit, configured to determine a third resource scheduling scheme corresponding to the client if the client does not meet the extra resource scheduling condition, where the third resource scheduling scheme is an existing advertisement resource scheduling scheme of the client;
and the second scheduling unit is used for delivering the advertisement resources to the client according to the third resource scheduling scheme.
On the basis of the apparatus provided in the foregoing embodiment, in the apparatus provided in an embodiment of the present invention, the first determining unit 301 includes:
the first acquiring subunit is configured to acquire, for each client, client thread information corresponding to the client in a preset database, and use the client thread information as client acquiring data corresponding to the client;
and the second acquisition subunit is used for acquiring the click cost of each thousand persons corresponding to the client in the database for each client, and taking the click cost of each thousand persons as the advertisement effect data corresponding to the client.
On the basis of the apparatus provided in the foregoing embodiment, in the apparatus provided in the embodiment of the present invention, the second determining unit 302 includes:
and the calculating subunit is used for determining each formula data corresponding to a preset cost formula in the customer obtaining data and the advertisement effect data corresponding to each customer, and performing cost calculation according to the cost formula and each formula data to obtain the customer obtaining cost corresponding to the customer.
The embodiment of the invention also provides a storage medium, which comprises a stored instruction, wherein when the instruction runs, the device where the storage medium is located is controlled to execute the advertisement resource delivery method.
An electronic device is provided in an embodiment of the present invention, and a schematic structural diagram of the electronic device is shown in fig. 5, which specifically includes a memory 401 and one or more instructions 402, where the one or more instructions 402 are stored in the memory 401 and configured to be executed by one or more processors 403 to execute the one or more instructions 402 to:
determining customer obtaining data and advertisement effect data corresponding to each customer under the condition that advertisement resources need to be put and scheduled;
determining customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertisement effect data corresponding to each customer;
for each customer, judging whether the customer meets a preset extra resource scheduling condition or not according to the customer obtaining cost corresponding to the customer, and if the customer meets the extra resource scheduling condition, determining the customer as a target customer;
determining an advertisement resource corresponding to each target client in a constructed advertisement resource library;
generating a first resource scheduling scheme corresponding to each target client according to a preset efficiency improvement scheduling strategy and the advertisement resource corresponding to each target client;
determining a second resource scheduling scheme corresponding to each target client, wherein the second resource scheduling scheme corresponding to each target client is an existing advertisement resource scheduling scheme of the target client;
and for each target client, performing advertisement resource delivery for the target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client.
The embodiments in the present specification are described in a progressive manner, and the same and similar parts among the embodiments are referred to each other, and each embodiment focuses on the differences from the other embodiments. In particular, the system or system embodiments are substantially similar to the method embodiments and therefore are described in a relatively simple manner, and reference may be made to some of the descriptions of the method embodiments for related points. The above-described system and system embodiments are only illustrative, wherein the units described as separate parts may or may not be physically separate, and the parts displayed as units may or may not be physical units, may be located in one place, or may be distributed on a plurality of network units. Some or all of the modules may be selected according to actual needs to achieve the purpose of the solution of the present embodiment. One of ordinary skill in the art can understand and implement it without inventive effort.
Those of skill would further appreciate that the various illustrative elements and algorithm steps described in connection with the embodiments disclosed herein may be implemented as electronic hardware, computer software, or combinations of both, and that the various illustrative components and steps have been described above generally in terms of their functionality in order to clearly illustrate this interchangeability of hardware and software. Whether such functionality is implemented as hardware or software depends upon the particular application and design constraints imposed on the implementation. Skilled artisans may implement the described functionality in varying ways for each particular application, but such implementation decisions should not be interpreted as causing a departure from the scope of the present invention.
The previous description of the disclosed embodiments is provided to enable any person skilled in the art to make or use the present invention. Various modifications to these embodiments will be readily apparent to those skilled in the art, and the generic principles defined herein may be applied to other embodiments without departing from the spirit or scope of the invention. Thus, the present invention is not intended to be limited to the embodiments shown herein but is to be accorded the widest scope consistent with the principles and novel features disclosed herein.

Claims (10)

1. An advertisement resource delivery method, comprising:
determining customer obtaining data and advertisement effect data corresponding to each customer under the condition that advertisement resources need to be put and scheduled;
determining customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertisement effect data corresponding to each customer;
for each customer, judging whether the customer meets a preset extra resource scheduling condition or not according to the customer obtaining cost corresponding to the customer, and if so, determining the customer as a target customer;
determining an advertisement resource corresponding to each target client in a constructed advertisement resource library;
generating a first resource scheduling scheme corresponding to each target client according to a preset effect-promoting scheduling strategy and the advertisement resource corresponding to each target client;
determining a second resource scheduling scheme corresponding to each target client, wherein the second resource scheduling scheme corresponding to each target client is an existing advertisement resource scheduling scheme of the target client;
and for each target client, performing advertisement resource delivery for the target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client.
2. The method of claim 1, wherein determining the capture data and advertisement effectiveness data for each client comprises:
for each client, obtaining client thread information corresponding to the client in a preset database, and taking the client thread information as client obtaining data corresponding to the client;
and for each customer, acquiring the click cost of every thousand persons corresponding to the customer in the database, and taking the click cost of every thousand persons as the advertisement effect data corresponding to the customer.
3. The method of claim 1, wherein determining the customer acquisition cost for each customer according to the customer acquisition data and the advertisement effectiveness data for each customer comprises:
and for each customer, determining each formula data corresponding to a preset cost formula in the customer obtaining data and the advertisement effect data corresponding to the customer, and carrying out cost calculation according to the cost formula and each formula data to obtain the customer obtaining cost corresponding to the customer.
4. The method of claim 1, wherein said determining whether the client meets a predetermined additional resource scheduling condition comprises:
comparing the customer acquisition cost corresponding to the customer with a preset cost threshold, and if the customer acquisition cost corresponding to the customer is greater than or equal to the cost threshold, determining that the customer meets the extra resource scheduling condition;
and if the customer obtaining cost corresponding to the customer is less than the cost threshold, determining that the customer does not accord with the extra resource scheduling condition.
5. The method of claim 1, further comprising:
if the client does not accord with the extra resource scheduling condition, determining a third resource scheduling scheme corresponding to the client, wherein the third resource scheduling scheme is the existing advertisement resource scheduling scheme of the client;
and advertising the advertisement resources for the client according to the third resource scheduling scheme.
6. An advertisement resource delivery apparatus, comprising:
the first determining unit is used for determining the customer obtaining data and the advertisement effect data corresponding to each customer under the condition that the advertisement resources need to be put and scheduled;
the second determining unit is used for determining the customer obtaining cost corresponding to each customer according to the customer obtaining data and the advertising effect data corresponding to each customer;
the judging unit is used for judging whether the client accords with a preset extra resource scheduling condition or not according to the client obtaining cost corresponding to the client for each client, and if the client accords with the extra resource scheduling condition, the client is determined as a target client;
a third determining unit, configured to determine, in a constructed advertisement resource library, an advertisement resource corresponding to each target client;
the generating unit is used for generating a first resource scheduling scheme corresponding to each target client according to a preset performance-promoting scheduling strategy and the advertisement resource corresponding to each target client;
a fourth determining unit, configured to determine a second resource scheduling scheme corresponding to each target client, where the second resource scheduling scheme corresponding to each target client is an existing advertisement resource scheduling scheme of the target client;
and the first scheduling unit is used for performing advertisement resource delivery on each target client according to the first resource scheduling scheme and the second resource scheduling scheme corresponding to the target client.
7. The apparatus according to claim 6, wherein the judging unit comprises:
the comparison subunit is configured to compare the customer obtaining cost corresponding to the customer with a preset cost threshold, and if the customer obtaining cost corresponding to the customer is greater than or equal to the cost threshold, determine that the customer meets the extra resource scheduling condition;
and the determining subunit is configured to determine that the customer does not meet the extra resource scheduling condition if the customer obtaining cost corresponding to the customer is less than the cost threshold.
8. The apparatus of claim 6, further comprising:
a fifth determining unit, configured to determine a third resource scheduling scheme corresponding to the client if the client does not meet the extra resource scheduling condition, where the third resource scheduling scheme is an existing advertisement resource scheduling scheme of the client;
and the second scheduling unit is used for performing advertisement resource delivery for the client according to the third resource scheduling scheme.
9. A storage medium, characterized in that the storage medium comprises stored instructions, wherein when the instructions are executed, a device on which the storage medium is located is controlled to execute the advertisement resource delivery method according to any one of claims 1 to 5.
10. An electronic device comprising a memory and one or more instructions, wherein the one or more instructions are stored in the memory and configured to be executed by the one or more processors to perform the method of advertising resource delivery according to any one of claims 1-5.
CN202210808604.3A 2022-07-11 2022-07-11 Advertisement resource delivery method and device, storage medium and electronic equipment Pending CN115204945A (en)

Priority Applications (1)

Application Number Priority Date Filing Date Title
CN202210808604.3A CN115204945A (en) 2022-07-11 2022-07-11 Advertisement resource delivery method and device, storage medium and electronic equipment

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
CN202210808604.3A CN115204945A (en) 2022-07-11 2022-07-11 Advertisement resource delivery method and device, storage medium and electronic equipment

Publications (1)

Publication Number Publication Date
CN115204945A true CN115204945A (en) 2022-10-18

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