CN116258526A

CN116258526A - Advertisement putting method, advertisement putting device, computer equipment and storage medium

Info

Publication number: CN116258526A
Application number: CN202111496756.6A
Authority: CN
Inventors: 庄宝焰
Original assignee: Tencent Technology Shenzhen Co Ltd
Current assignee: Tencent Technology Shenzhen Co Ltd
Priority date: 2021-12-08
Filing date: 2021-12-08
Publication date: 2023-06-13

Abstract

The embodiment of the application discloses an advertisement putting method, an advertisement putting device, computer equipment and a storage medium, wherein the method can comprise the following steps: acquiring a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data; according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed; based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items; and generating a target advertisement putting page matched with the target industry according to the residual advertisement capacity items after cutting. By adopting the embodiment of the application, the efficiency of advertisement delivery can be improved.

Description

Advertisement putting method, advertisement putting device, computer equipment and storage medium

Technical Field

The present application relates to the field of internet technologies, and in particular, to a method and apparatus for delivering advertisements, a computer device, and a storage medium.

Background

At present, an internet advertisement delivery page is an extremely large and complete delivery page, and comprises a function set which can be used by all advertisement delivery persons, when the advertisement delivery page delivers advertisements, the advertisement delivery persons need to understand related concepts of all functions, then try to use continuously, try to miss, and finally determine the correct use method of each function through long-time use analysis, so that the advertisement delivery is carried out according to the correct use method of each function. As can be seen, existing approaches can result in a significant amount of time being spent by the advertiser in analyzing the decision when the advertiser is delivering the advertisement, which can result in less efficient delivery of the advertisement.

Disclosure of Invention

The embodiment of the application provides an advertisement putting method, an advertisement putting device, computer equipment and a storage medium, which can improve advertisement putting efficiency.

In a first aspect, an embodiment of the present application provides an advertisement delivery method, where the method includes:

acquiring a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data; wherein, any piece of advertisement putting behavior data is used for indicating: one or more advertisement capability items used by the corresponding advertisement players in historically delivering advertisements, the advertisement capability items referring to options for generating advertisement delivery strategies;

According to the advertisement putting behavior data, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertising effect data, statistically analyzing the influence capability value of each advertising capability item for influencing the advertising effect;

based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items;

and generating a target advertisement putting page adapted to the target industry according to each residual advertisement capacity item left after cutting, wherein the target advertisement putting page is used for any advertisement presenter in the target industry to put advertisements.

In a second aspect, embodiments of the present application further provide an advertisement delivery device, where the device includes:

the acquisition module is used for acquiring a plurality of advertisement putting behavior data in the target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data; wherein, any piece of advertisement putting behavior data is used for indicating: one or more advertisement capability items used by the corresponding advertisement players in historically delivering advertisements, the advertisement capability items referring to options for generating advertisement delivery strategies;

The statistical analysis module is used for statistically analyzing the utilization rate of each preset advertisement capacity item according to the advertisement putting behavior data; according to the advertising effect data, statistically analyzing the influence capability value of each advertising capability item for influencing the advertising effect;

the capability item cutting module is used for cutting all preset advertising capability items based on the utilization rate of each advertising capability item and the corresponding influence capability value;

the generation module is used for generating a target advertisement delivery page matched with the target industry according to each residual advertisement capacity item left after cutting, wherein the target advertisement delivery page is used for advertisement delivery by any advertisement delivery person in the target industry.

In one possible implementation, any of the advertisement delivery effect data includes: historical probabilities of the corresponding historical advertisements being subject to forward feedback behavior; the statistical analysis module is used for statistically analyzing the influence capability values of the advertisement capability items for influencing the advertisement delivery effect according to the advertisement delivery effect data, and is specifically used for:

traversing each advertisement capability item, and determining the current advertisement capability item traversed currently;

According to advertisement capacity items indicated by advertisement putting behavior data of each historical advertisement, historical advertisements matched with the current advertisement capacity items are screened out from each historical advertisement;

and carrying out probability integration on the historical probability in the advertisement putting effect data of the screened historical advertisements to obtain the influence capability value of the current advertisement capability item for influencing the advertisement putting effect.

In one possible implementation manner, the capability item clipping module is specifically configured to, when performing capability item clipping on all preset advertisement capability items based on the usage rate and the corresponding influence capability value of each advertisement capability item:

scoring each advertisement capability item based on the utilization rate of each advertisement capability item and the corresponding influence capability value to obtain the score of each advertisement capability item; the score of any advertising capability item is used for representing the matching degree between any advertising capability item and the target industry;

and selecting a plurality of advertisement capacity items from all preset advertisement capacity items according to the score of each advertisement capacity item according to the selection principle of the score from high to low, and cutting out unselected advertisement capacity items.

In another possible implementation manner, the capability item clipping module is specifically configured to, when configured to score each advertisement capability item based on the usage rate and the corresponding influence capability value of the advertisement capability item:

Determining a first weight corresponding to the utilization rate and a second weight corresponding to the influence capacity value;

for any advertising capability item, weighting the utilization rate of any advertising capability item by adopting a first weight to obtain a first weighted value; weighting the influence capability value of any advertising capability item by adopting a second weight to obtain a second weighted value;

and carrying out summation processing on the first weighted value and the second weighted value, and taking the summation processing result as the score of any advertising capability item.

In another possible implementation, the preset total advertising capability items include: m reference advertising capability items, and sub advertising capability items of at least one reference advertising capability item, M being a positive integer; the capability item cutting module is used for selecting a plurality of advertisement capability items from all preset advertisement capability items according to the score of each advertisement capability item according to the selection principle of the score from high to low, and is specifically used for:

according to the selection principle of the scores from high to low, selecting the first N basic advertisement capacity items from M basic advertisement capacity items according to the scores of the basic advertisement capacity items, wherein N is E [1, M ];

scanning the first N basic advertisement capacity items, if P sub advertisement capacity items exist in the current basic advertisement capacity item which is currently scanned, selecting the first Q sub advertisement capacity items from the P sub advertisement capacity items according to the score of each sub advertisement capacity item in the P sub advertisement capacity items according to the principle of selecting the score from high to low; wherein P is a positive integer and Q.epsilon.1, P.

In one possible implementation manner, the generating module is specifically configured to, when configured to generate a target advertisement delivery page adapted to the target industry according to each remaining advertisement capability item remaining after clipping:

determining option concepts of each residual advertisement capability item remained after cutting, wherein any option concept is used for indicating the effect of the corresponding advertisement capability item on generating an advertisement putting strategy;

simplifying the option concepts of each remaining advertisement capacity item, and integrating each remaining advertisement capacity item according to the simplified result to obtain one or more integrated advertisement capacity items; wherein one integrated advertising capability item corresponds to at least one remaining advertising capability item;

and generating a target advertisement putting page adapted to the target industry by adopting each integrated advertisement capability item.

In another possible implementation manner, the generating module is specifically configured to, when configured to use each integrated advertising capability item to generate a targeted advertising page adapted to the targeted industry:

generating an initial advertisement putting page containing each integrated advertisement capability item, wherein the value of any integrated advertisement capability item in the initial advertisement putting page is null;

And carrying out data initialization processing on the value of each integrated advertising capability item of the initial advertising page according to the data initialization strategy of each integrated advertising capability item to obtain a target advertising page adapted to the target industry.

In another possible implementation manner, the obtaining module is further configured to obtain an advertisement targeting tag of the target industry after obtaining the target advertisement to be delivered through the target advertisement delivery page, and determine an initial delivery unit price of the target advertisement.

In another possible implementation manner, the generating module is further used for targeting the targeted advertisement according to the advertisement targeting label and the initial targeting unit price.

In one possible implementation manner, the acquiring module is specifically configured to, when configured to acquire the advertisement targeting label of the target industry:

according to the advertisement putting effect data of each historical advertisement, determining a historical audience set which carries out forward feedback on each historical advertisement, and constructing an image label set by adopting image labels of each historical audience in the historical audience set;

and acquiring an industry category label set of the target industry, and performing intersection operation on the industry category label set and the picture label set to obtain the advertisement oriented label of the target industry.

In another possible implementation manner, the obtaining module is further configured to obtain, during the delivering of the target advertisement, delivering effect data of the target advertisement.

In another possible implementation manner, the generating module is further configured to dynamically adjust a unit price of delivering the target advertisement according to the delivering effect data of the target advertisement, and deliver the advertisement to the target advertisement according to the adjusted unit price.

In a third aspect, embodiments of the present application provide a computer device, where the computer device includes a processor and a memory, where the memory is configured to store a computer program, and the computer program when executed by the processor implements the following steps:

In a fourth aspect, embodiments of the present application provide a computer program product, which when executed by a processor, performs the steps of:

In a fifth aspect, embodiments of the present application provide a computer storage medium storing one or more instructions adapted to be loaded by a processor and to perform the steps of:

In the embodiment of the application, the computer equipment acquires a plurality of pieces of advertisement putting behavior data in the target industry and advertisement putting effect data of historical advertisements corresponding to each piece of advertisement putting behavior data; according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed; based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items; and generating a target advertisement putting page matched with the target industry according to each residual advertisement capacity item remained after cutting. By adopting the embodiment of the application, in the process of constructing the target advertisement delivery page, because all preset advertisement capacity items are cut, when the advertisement delivery is carried out, the advertisement delivery person only needs to understand each advertisement capacity item in the target advertisement delivery page, so that the understanding cost of the advertisement delivery person is reduced, and the advertisement delivery efficiency can be effectively improved.

Drawings

In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are needed in the description of the embodiments will be briefly introduced below, and it is obvious that the drawings in the following description are only some embodiments of the present application, and that other drawings may be obtained according to these drawings without inventive effort for a person skilled in the art.

FIG. 1a is a schematic illustration of an advertising page provided in an embodiment of the present application;

FIG. 1b is a schematic flow chart of an advertisement delivery scheme according to an embodiment of the present application;

FIG. 1c is a schematic diagram of an advertising system according to an embodiment of the present application;

FIG. 1d is a diagram of another advertising system architecture provided in an embodiment of the present application;

FIG. 2 is a schematic flow chart of an advertisement delivery method according to an embodiment of the present application;

FIG. 3 is a flow chart of another method of advertising provided in an embodiment of the present application;

FIG. 4 is a schematic diagram of a process for acquiring data according to an embodiment of the present application;

FIG. 5 is a schematic diagram of a simplified concept advertisement capability item according to an embodiment of the present application;

FIG. 6 is a schematic diagram of an advertising page provided by an embodiment of the present application;

FIG. 7 is a schematic diagram of a processing method for determining advertisement targeting labels according to an embodiment of the present application;

FIG. 8 is a schematic diagram of a process for dynamically adjusting unit price of advertising according to an embodiment of the present application;

FIG. 9 is a schematic diagram of an advertisement delivery device according to an embodiment of the present disclosure;

fig. 10 is a schematic structural diagram of a computer device according to an embodiment of the present application.

Detailed Description

The following description of the embodiments of the present application will be made clearly and fully with reference to the accompanying drawings, in which it is evident that the embodiments described are only some, but not all, of the embodiments of the present application. All other embodiments, which can be made by one of ordinary skill in the art based on the embodiments herein without making any inventive effort, are intended to be within the scope of the present application.

In order to improve the advertising efficiency, the embodiment of the application provides an advertising scheme; in which advertisements are advertised as their name suggests something to the public, and narrow advertisements refer to means by which advertisers (or advertisers) communicate goods or service information to consumers (i.e., audience users of advertisements) through an advertising platform in a paid manner. When an advertiser wants to put a certain advertisement, the advertisement putting page can be opened, and a series of operations (such as selection operation, information input operation and the like) are performed on advertisement capacity items in the advertisement putting page to trigger generation of an advertisement putting strategy related to the advertisement to be put, so that the advertisement putting platform is triggered to put the advertisement to be put according to the advertisement putting strategy. Wherein the advertisement capability item refers to an option for generating an advertisement delivery policy; and, according to the actual business requirement, a corresponding option level (simply referred to as level) can be set for each advertisement capability item. Then the advertising capability items can be divided into at least a primary advertising capability item, a secondary advertising capability item, etc. according to the hierarchy to which the advertising capability items belong; the so-called primary advertisement capability item may also be referred to as a reference advertisement capability item, which may be understood as an advertisement capability item located at the top layer, and the so-called secondary advertisement capability item may be understood as a sub-advertisement capability item under the primary advertisement capability item.

For example, referring to the advertisement delivery page shown in FIG. 1a, advertisement capability items may include, but are not limited to: promotion plan, promotion goal, etc. The advertisement capability item of promotion target is used for indicating the purpose of advertising by an advertisement dispenser, for example, in order to promote online products, bring more customers or orders for commodity promotion or in order to attract more users to download and install certain application programs for application promotion, etc. Because the promotion target is the advertisement capability item at the top layer, the promotion target is a reference advertisement capability item; and because the advertising capability items such as commodity popularization and application popularization are sub advertising capability items under the popularization target, the advertising capability items such as commodity popularization and application popularization are secondary advertising capability items. The promotion plan is an advertisement capability item for instructing an advertisement presenter to decide in what way to allow an audience user to view a presented advertisement, such as a presentation advertisement plan in which the advertisement is presented directly to the audience user, or a search advertisement plan in which the audience user discovers the advertisement by a search keyword, etc. Because the promotion plan is the advertisement capability item at the top layer, the promotion plan is a reference advertisement capability item; the two advertisement capability items of the display advertisement plan and the search advertisement plan are sub advertisement capability items under the promotion plan, so the two advertisement capability items of the display advertisement plan and the search advertisement plan are secondary advertisement capability items.

Based on the above description, the general implementation of this advertising scheme is described below in conjunction with the flowchart shown in FIG. 1 b: first, for any industry, an advertisement delivery page that includes one or more advertisement capability items that is adapted to the industry may be constructed by the construct advertisement delivery page process 101. When any advertisement player in the industry wants to put advertisements, the advertisement putting page can be displayed in the advertisement putting end; the advertising end herein may include, but is not limited to: an advertisement delivery client (APP), an advertisement delivery applet (an Application that can be used without download installation), a web page display client, and the like. After the advertisement presenter performs a series of operations on each advertisement capability item in the advertisement delivery page, advertisement data may be obtained by initializing advertisement delivery behavior data generated by the series of operations through the advertisement data initializing process 102, where the advertisement data may include an advertisement to be delivered and a corresponding advertisement delivery policy. Then, the advertisement in the advertisement data can be put according to the advertisement putting strategy through the system regulation and control process 103, and the advertisement putting strategy of the advertisement is dynamically regulated and controlled in the advertisement putting process, so that the advertisement putting effect is ensured to meet the expectations.

Wherein, the process 101 of building the advertisement delivery page may generally involve the steps of: acquiring various data of a historical advertisement dispenser, such as delivery behavior data and advertisement delivery effect data, from a data center; analyzing various data of the historical advertisement players, and cutting all preset advertisement capacity items according to the analysis result to obtain all the advertisement capacity items left after cutting; simplifying each remained advertisement capacity item after cutting according to the option concept of each remained advertisement capacity item after cutting, and integrating each remained advertisement capacity item according to the simplified result to obtain an integrated advertisement capacity item; an advertisement delivery page may then be generated based on the individual integrated advertising capability items. The system regulation process 103 may generally involve the following steps: putting advertisements in the advertisement data according to the advertisement putting strategy obtained from the advertisement data initializing process 102; in the process of advertisement putting, obtaining advertisement putting effect data; and dynamically regulating and controlling the advertisement putting strategy of the advertisement according to the obtained advertisement putting effect data.

Practice shows that the advertisement delivery scheme provided by the embodiment of the application can have the following beneficial effects: (1) by constructing the advertisement putting page process 101, advertisement capacity items in the advertisement putting page can be reduced, so that when an advertisement putting person carries out advertisement putting, only each advertisement capacity item in the advertisement putting page needs to be understood, thereby reducing the understanding cost of the advertisement putting person, and further effectively improving the efficiency of advertisement putting. (2) Through the advertisement data initialization process 102, the advertisement delivery behavior data of the advertisement delivery person can be initialized, so that the trial and error cost and the analysis decision time consumption of the advertisement delivery person when selecting each advertisement capability item are reduced. (3) Through the system regulation and control process 103, the advertisement effect of the advertisement delivered by the advertisement delivery person can be in line with the expectations as soon as possible.

It should be noted that: in a specific implementation, the above scheme may be performed by a computer device, which may be a terminal or a server; among them, the terminals mentioned herein may include, but are not limited to: smart phones, tablet computers, notebook computers, desktop computers, smart watches, smart televisions, smart car terminals, and the like; a wide variety of clients (APP) may be running within the terminal, such as a video play client, a social client, a browser client, a streaming client, an educational client, and so forth. The server mentioned herein may be an independent physical server, or may be a server cluster or a distributed system formed by a plurality of physical servers, or may be a cloud server that provides cloud services, cloud databases, cloud computing, cloud functions, cloud storage, network services, cloud communication, middleware services, domain name services, security services, CDNs (Content Delivery Network, content delivery networks), basic cloud computing services such as big data and artificial intelligence platforms, and so on. Moreover, the computer device mentioned in the embodiments of the present application may be located outside the blockchain network or may be located inside the blockchain network, which is not limited thereto; a blockchain network is a network composed of a point-to-point network (P2P network) and a blockchain, and a blockchain refers to a novel application mode of computer technologies such as distributed data storage, point-to-point transmission, a consensus mechanism, an encryption algorithm, etc., which is essentially a decentralised database, and is a string of data blocks (or referred to as blocks) generated by association using a cryptographic method.

Alternatively, the above scheme may be performed by the server and the terminal together; the server and the terminal are connected via a network (e.g., wired network, wireless network, etc.), which is not limited. For example, referring to FIG. 1c, an advertisement delivery page may be generated by server 12 by performing the build advertisement delivery page process 101 described above, such that the advertisement delivery page is delivered to terminal 11; then, the terminal 11 displays the advertisement delivery page in the advertisement delivery end, and obtains advertisement data by executing the advertisement data initialization process 102 described above, thereby delivering advertisements in the advertisement data by executing the system regulation process 103. As also shown with reference to FIG. 1d, an ad serving page may be generated by server 12 by performing the build ad serving page process 101 described above, thereby serving the ad serving page to terminal 11; then, the terminal 11 displays the advertisement delivery page in the advertisement delivery end, and obtains advertisement data by executing the advertisement data initialization process 102 described above, and sends the advertisement data to the server 12, so that the server 12 delivers advertisements in the advertisement data by executing the system regulation process 103.

Based on the above solution, the embodiments of the present application propose an advertisement delivery method, which can be performed by the above mentioned computer device, and the method can be performed by the above mentioned computer device, and the computer device can be a terminal or a server; or by the terminal and the server together. For ease of explanation, the following description will take a computer device to execute the advertisement delivery method as an example. Referring to fig. 2, the advertisement delivery method may include the following steps S201 to S204:

s201, acquiring a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data.

In the embodiment of the application, the industries can be divided into the first-level industry, the second-level industry and other different-level industries according to the industries of all the industries involved in daily life. The first-level industry refers to a management unit or an individual organization structure system which is engaged in production with the same property or other economic and social activities, and the second-level industry refers to a specific industry which belongs to or crosses any one of the first-level industries; for example, the primary industry may be agriculture, industry, service industry, etc., and when the primary industry is service industry, the secondary industry may be business service, educational service, communication service, etc. Based on this, the target industry mentioned in the embodiment of the application may be any primary industry, or any secondary industry; preferably, for ease of understanding and description, the following description will take the target industry as the secondary industry as an example. It should be understood that the embodiments of the present application are described by taking the primary industry and the secondary industry as examples only; in practical application, the three-level industry can be obtained by further dividing the industries based on the two-level industry, in this case, the target industry can be any three-level industry, and the like.

The advertisement putting behavior data refers to data generated based on advertisement putting behaviors generated by advertisement players when historically putting advertisements; from the foregoing, it is appreciated that an advertisement publisher performs a series of operations on one or more advertisement capability items, and that an advertisement delivery behavior may be understood as a behavior (e.g., a selection behavior, an information input behavior, etc.) of the advertisement capability item used by the advertisement publisher. Based on this, any piece of ad placement behavior data may be used to indicate: one or more advertising capability items that the respective advertiser uses in historically advertising.

The advertisement putting effect data refers to data generated based on forward feedback behaviors generated by one or more audience users when historical advertisements are found; the forward feedback behavior herein may include, but is not limited to: click behavior, conversion behavior, and the like. By click action is meant the action of an audience user clicking to view an advertisement when the advertisement is found, for example: after finding an application promotion advertisement i, the user 1 clicks to view details of the advertisement, which may be referred to as clicking behavior. The transformation behavior refers to the behavior of an audience user to transform the advertisement after viewing the advertisement, for example: after viewing the application promotion advertisement i, the user 1 downloads and installs the application promoted by the advertisement, and then the behavior of downloading and installing the application can be called as a transformation behavior; for another example, after the user 1 views the advertisement about a commodity, if the commodity is purchased, the act of purchasing the commodity may be referred to as a conversion act. Based on this, any advertising effectiveness data may be used to indicate: historical probabilities of the corresponding historical advertisements being subject to forward feedback behavior. Further, when the forward feedback behavior includes a click behavior, a historical probability that the corresponding historical advertisement is subjected to the click behavior may be referred to as a historical click rate of the historical advertisement; when the forward feedback behavior includes a conversion behavior, the historical probability that the corresponding historical advertisement is performed with the conversion behavior may be referred to as the historical conversion rate of the historical advertisement.

It should be noted that, when the embodiment of the present application is applied to a specific product or technology, any advertisement delivery behavior data according to the embodiment of the present application is obtained after obtaining permission or consent of an advertisement dispenser; similarly, in the embodiment of the application, the forward feedback behavior of the audience user is acquired after the permission or the consent of the audience user of the advertisement is obtained, so that the advertisement putting effect data is generated based on the acquired forward feedback behavior. And, the collection, use and processing of relevant data such as individual advertising campaign data, advertising effectiveness data, etc. requires compliance with relevant national and regional laws and regulations and standards.

S202, according to the advertisement putting behavior data, the utilization rate of each preset advertisement capacity item is statistically analyzed; and according to the advertisement putting effect data, statistically analyzing the influence capacity value of each advertisement capacity item for influencing the advertisement putting effect.

From the foregoing, the advertisement delivery behavior data may be used to indicate one or more advertisement capability items that an advertisement dispenser uses when historically delivering advertisements; based on the statistics, the computer equipment can count the occurrence times of any advertisement capability item in the advertisement capability items indicated by the advertisement putting behavior data aiming at any preset advertisement capability item, so that the utilization rate of any advertisement capability item is determined based on the counted times; specifically, the ratio between the counted number of times and the number of advertisement putting behavior data can be determined as the usage rate of any advertisement capability item. For example, if a total of 10 advertisement delivery behavior data are provided, and for the advertisement capability item of the promotion target, if 3 advertisement delivery behavior data all indicate the promotion target, the number of occurrences of the promotion target may be indicated as 3, so that the usage rate of the promotion target may be determined to be equal to 3/10.

Optionally, when the computer device statistically analyzes the usage rate of each preset advertisement capability item according to the plurality of pieces of advertisement delivery behavior data, the computer device may also determine the generation time of each piece of advertisement delivery behavior data in the plurality of pieces of advertisement delivery behavior data, then select the advertisement delivery behavior data generated in the preset time period from the plurality of pieces of advertisement delivery behavior data based on the determined generation time, thereby determining the number of times each advertisement capability item is used by analyzing the advertisement delivery behavior data generated in the preset time period, and finally respectively calculating the usage rate of each advertisement capability item based on the determined number of times. For example, the computer device may first determine a time of generation of each of the plurality of pieces of advertisement delivery behavior data, then select advertisement delivery behavior data generated in the last 1 week from the plurality of pieces of advertisement delivery data by using a least recently used algorithm (Least Recently Used, LRU) based on the determined time of generation, thereby determining a number of times each advertisement capability item history such as a promotion plan, a promotion goal, etc. is used by analyzing the advertisement delivery behavior data generated in the last 1 week, and finally calculate a usage rate of each advertisement capability item such as a promotion plan, a promotion goal, etc. based on the determined number of times, respectively.

Any advertisement capability item affects the effect of advertisement delivery, and can be understood as the probability that the advertisement can be given forward feedback by using any advertisement capability item. Because each historical advertisement can involve the use of one or more advertisement capability items when being put in, any advertisement capability item can be known to correspond to one or more historical advertisements; and any advertisement putting effect data can be used for indicating the historical probability that the corresponding historical advertisement is subjected to forward feedback action, the computer equipment integrates the historical probabilities that each historical advertisement corresponding to any advertisement capability item is subjected to forward feedback action, so that the integrated historical probability is used as an influence capability value of the any advertisement capability item for influencing the advertisement putting effect. Further, from the foregoing, it can be appreciated that the historical probability that the historical advertisement is being performed with a forward feedback behavior can include a historical click rate and a historical conversion rate; based on this, the impact capability value corresponding to any advertising capability item may include at least one of: click rate obtained by integrating the historical click rate of each corresponding historical advertisement and conversion rate obtained by integrating the historical conversion rate of each corresponding historical advertisement.

S203, cutting out all preset advertisement capacity items based on the utilization rate of each advertisement capacity item and the corresponding influence capacity value.

In the embodiment of the application, the capability item clipping refers to: a process of removing (or filtering out) some of the advertising capability items. In one case, the computer device may cut all preset advertisement capacity items based on the usage rate of each advertisement capacity item to obtain the remaining advertisement capacity items; and then, based on the influence capability value of each advertisement capability item in the residual advertisement capability items, re-cutting the residual advertisement capability items to obtain residual advertisement capability items after cutting. In another case, the computer device may cut all preset advertisement capacity items based on the corresponding influence capacity values of the advertisement capacity items to obtain remaining advertisement capacity items; and then, based on the utilization rate of each advertisement capability item in the residual advertisement capability items, re-cutting the residual advertisement capability items to obtain residual advertisement capability items after cutting. In yet another case, the computer device may score each advertisement capability item based on the usage rate of each advertisement capability item and the corresponding impact capability value, so as to cut all preset advertisement capability items according to the score of each advertisement capability item obtained by scoring, so as to obtain each remaining advertisement capability item remaining after cutting.

S204, generating a target advertisement putting page adapted to the target industry according to each residual advertisement capacity item remained after cutting.

In one possible implementation, after obtaining the remaining advertisement capability items after clipping in step S203, the computer device may directly generate a target advertisement delivery page adapted to the target industry based on the remaining advertisement capability items after clipping. That is, the targeted advertising page obtained by this embodiment includes: and each remaining advertising capability item remaining after clipping.

In another possible implementation, the computer device may also simplify the option concepts of each remaining advertisement capability item according to the option concepts of each remaining advertisement capability item remaining after clipping. Any option concept is used for indicating the effect of the corresponding advertising capability item on generating an advertising strategy; the concept of options for an advertising capability item, such as a promotional program, is used to indicate that the advertising capability item has the effect of generating an advertising strategy: the advertisement presenter decides in what way to let the audience users find the advertisement presented, and the option concept of the advertisement capability item, such as promotion targeting, is used to indicate that the advertisement capability item has the effect of generating an advertisement delivery policy: the purpose of the advertisement being placed by the advertisement presenter. After the simplification process, the computer device may integrate each remaining advertisement capability item according to the simplification result to obtain one or more integrated advertisement capability items, where one integrated advertisement capability item corresponds to at least one remaining advertisement capability item. The computer device may then employ the individual integrated advertising capability items to generate a targeted advertising page that is adapted to the targeted industry. That is, the targeted advertising page obtained by this embodiment includes: each integrating advertising capability items.

In the embodiment of the application, a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data are obtained; according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed; based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items; and generating a target advertisement putting page matched with the target industry according to the residual advertisement capacity items after cutting. By adopting the embodiment of the application, in the process of constructing the target advertisement delivery page, because all preset advertisement capacity items are cut, when the advertisement delivery is carried out, the advertisement delivery person only needs to understand each advertisement capacity item in the target advertisement delivery page, so that the understanding cost of the advertisement delivery person is reduced, and the advertisement delivery efficiency can be effectively improved.

Referring to fig. 3, fig. 3 is a flowchart illustrating another advertisement delivery method according to an embodiment of the present application. The method may be performed by a computer device as mentioned above, which may be a terminal or a server; or by the terminal and the server together. For ease of explanation, the following description will take a computer device to execute the advertisement delivery method as an example. Referring to FIG. 3, the advertisement delivery method may include the following steps S301-S306:

S301, acquiring a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data.

In one possible implementation manner, when the computer device obtains a plurality of advertisement putting behavior data in the target industry and advertisement putting effect data of a historical advertisement corresponding to each advertisement putting behavior data, the computer device may obtain industry data of a plurality of historical advertisement putting persons, putting behavior data of each historical advertisement putting person and advertisement putting effect data of a historical advertisement corresponding to each advertisement putting behavior data; classifying the historical advertisement applicators according to industry data of the historical advertisement applicators to obtain a set of all the historical advertisement applicators in the target industry; and acquiring a plurality of pieces of advertisement putting behavior data of all historical advertisement putting operators in the target industry when putting the historical advertisements, and advertisement putting effect data of the historical advertisements corresponding to each piece of advertisement putting behavior data.

Wherein, the industry data of any historical advertisement dispenser refers to the registered personal related information when any historical advertisement dispenser historically performs advertisement delivery; the personal related information herein includes, but is not limited to, the industry to which the advertiser belongs, marketing categories, etc. The industry to which the history advertisement dispenser belongs refers to which industry, and the marketing category refers to which category of products the history advertisement dispenser wants to market by advertising. Illustratively, as shown in FIG. 4, the computer device may obtain industry data for any historical advertiser from the account system; acquiring the delivery behavior data of any historical advertisement delivery person from a delivery system; and acquiring advertisement putting effect data of the historical advertisements corresponding to each piece of advertisement putting behavior data from the advertisement putting system. Wherein the data in the account system is obtained by the computer device when the advertiser opens an account. Optionally, the account system may include industries to which the advertisement dispenser belongs, main bodies to which the advertisement dispenser belongs, marketing categories, and understanding degree of the advertisement dispenser about each advertisement capability item in the advertisement delivery page, familiarity degree of the advertisement delivery page, and the like. The data in the delivery system are the operation behavior data of the advertisement delivery person, which are acquired by the computer equipment when the advertisement delivery person delivers the advertisement. The data in the advertisement delivery system is the data of exposure, clicking, conversion and the like of the advertisement, which are acquired by the computer equipment when the advertisement is delivered online.

It should be noted that, when the embodiments of the present application are applied to specific products or technologies, any of the industry data related to the embodiments of the present application is acquired after obtaining the permission or consent of the advertisement dispenser; moreover, the collection, use and processing of relevant data in various industry data requires compliance with relevant national and regional laws and regulations.

S302, according to the advertisement putting behavior data, the utilization rate of each preset advertisement capacity item is statistically analyzed; and according to the advertisement putting effect data, statistically analyzing the influence capacity value of each advertisement capacity item for influencing the advertisement putting effect.

In one possible implementation, when the computer device statistically analyzes the influence capability value of each advertisement capability item to influence the advertisement effect according to each advertisement effect data, the computer device may traverse each advertisement capability item to determine the current advertisement capability item currently traversed; according to advertisement capacity items indicated by advertisement putting behavior data of each historical advertisement, historical advertisements matched with the current advertisement capacity items are screened out from each historical advertisement; and carrying out probability integration on the historical probability in the advertisement putting effect data of the screened historical advertisements to obtain the influence capability value of the current advertisement capability item for influencing the advertisement putting effect.

Optionally, when probability integration is performed on the historical probabilities in the advertisement putting effect data of the screened historical advertisements to obtain the influence capability value of the current advertisement capability item to influence the advertisement putting effect, average processing, weighting processing, weighted average processing and the like can be performed on the historical probabilities, which are not limited herein.

S303, cutting out all preset advertising capability items based on the utilization rate of each advertising capability item and the corresponding influence capability value.

In one possible implementation manner, when the computer device cuts out all preset advertisement capacity items based on the usage rate and the corresponding influence capacity value of each advertisement capacity item, each advertisement capacity item can be scored based on the usage rate and the corresponding influence capacity value of each advertisement capacity item, so as to obtain the score of each advertisement capacity item; and selecting a plurality of advertisement capacity items from all preset advertisement capacity items according to the score of each advertisement capacity item according to the selection principle of the score from high to low, and cutting out unselected advertisement capacity items. Wherein the score of any advertising capability item is used to characterize the degree of match between any advertising capability item and the target industry.

In one possible implementation, the computer device may determine a first weight corresponding to the usage rate and a second weight corresponding to the impact capability value when scoring each advertising capability item based on the usage rate and the corresponding impact capability value of each advertising capability item; for any advertising capability item, weighting the utilization rate of any advertising capability item by adopting a first weight to obtain a first weighted value; weighting the influence capability value of any advertising capability item by adopting a second weight to obtain a second weighted value; and carrying out summation processing on the first weighted value and the second weighted value, and taking the summation processing result as the score of any advertising capability item. Wherein the second weight includes one or more weight values.

For example, assume that the corresponding impact capability values of the advertisement capability item include average click-through rates and average conversion rates, where the average click-through rates refer to average impact values of click-through rates of each historical advertisement corresponding to the advertisement capability item when the advertisement capability item corresponds to a plurality of historical advertisements; the average conversion rate refers to an average influence value of the conversion rate of each historical advertisement corresponding to the advertisement capability item when the advertisement capability item corresponds to a plurality of historical advertisements. When the usage rate of the advertisement capacity item of the sales lead collection is r1, the average click rate is c2, and the average conversion rate is v6, if the advertisement capacity item of the sales lead collection is to be scored, determining a first weight a corresponding to the usage rate of the advertisement capacity item of the sales lead collection, a second weight b1 corresponding to the average click rate, and a second weight b2 corresponding to the average conversion rate; then, for the advertisement capability item, weighting the utilization rate r1 by adopting a first weight a to obtain a first weighted value y=a×r1, weighting the average click rate c2 by adopting a second weight b1 to obtain a second weighted value y1=b1×c2, and weighting the average conversion rate v6 by adopting a second weight b2 to obtain a second weighted value y2=b2×v6; and finally, carrying out summation processing on the first weighted value Y and the second weighted values Y1 and Y2 to obtain Y=y+y1+y2, wherein the summation processing result Y is the score of the advertising capability item of 'sales cue collection'. For example, when the first weight a is 0.5, the second weight b1 is 0.3, and the second weight b2 is 0.2, the score of the advertisement capability item "sales cue collection" is 0.5×r1+0.3×c2+0.2×v6.

In one possible implementation, the preset total advertising capability items include: m reference advertising capability items, and sub advertising capability items of at least one reference advertising capability item, M being a positive integer; when the computer equipment selects a plurality of advertisement capacity items from all preset advertisement capacity items according to the selection principle of the scores from high to low, the computer equipment can select the first N reference advertisement capacity items from M reference advertisement capacity items according to the selection principle of the scores from high to low and the scores of the reference advertisement capacity items, wherein N is E [1, M ]; scanning the first N basic advertisement capacity items, if P sub advertisement capacity items exist in the current basic advertisement capacity item which is currently scanned, selecting the first Q sub advertisement capacity items from the P sub advertisement capacity items according to the score of each sub advertisement capacity item in the P sub advertisement capacity items according to the principle of selecting the score from high to low; wherein P is a positive integer and Q.epsilon.1, P.

For example, assuming that the preset advertisement capability item includes 10 reference advertisement capability items and at least one sub-advertisement capability item of the reference advertisement capability item, when selecting a plurality of advertisement capability items from the 10 reference advertisement capability items and the sub-advertisement capability items of the at least one reference advertisement capability item according to the score of each advertisement capability item according to the score from high to low selection principle, the first 30% of the reference advertisement capability items, that is, the first 3 reference advertisement capability items n1, n2, n3, may be selected from the 10 reference advertisement capability items according to the score of each reference advertisement capability item according to the score from high to low selection principle; and then scanning the 3 basic advertisement capacity items, and if 5 sub advertisement capacity items p1, p2, p3, p4 and p5 exist in the current basic advertisement capacity item n2 which is currently scanned, selecting the first 3 sub advertisement capacity items p1, p2 and p3 from the 5 sub advertisement capacity items according to the score of each sub advertisement capacity item in the 5 sub advertisement capacity items according to the selection principle of the score from high to low.

It should be noted that: in another possible implementation manner, all preset advertisement capability items may also include only M reference advertisement capability items; when the computer equipment selects a plurality of advertisement capacity items from all preset advertisement capacity items according to the score of each advertisement capacity item according to the score from high to low selection principle, the computer equipment can select the first N reference advertisement capacity items from M reference advertisement capacity items according to the score of each reference advertisement capacity item according to the score from high to low selection principle.

S304, generating a target advertisement putting page adapted to the target industry according to each residual advertisement capacity item remained after cutting.

In one case, each remaining advertisement capability item remaining after clipping includes a remaining reference advertisement capability item and a remaining sub advertisement capability item. In another case, each remaining advertising capability item remaining after clipping includes only the remaining reference advertising capability item.

In one possible implementation, when the computer device generates a target advertisement delivery page adapted to the target industry according to each remaining advertisement capability item left after cutting, determining an option concept of each remaining advertisement capability item left after cutting, wherein any option concept is used for indicating the role of the corresponding advertisement capability item on generating an advertisement delivery strategy; simplifying the option concepts of each remaining advertisement capacity item, and integrating each remaining advertisement capacity item according to the simplified result to obtain one or more integrated advertisement capacity items; wherein one integrated advertising capability item corresponds to at least one remaining advertising capability item; and generating a target advertisement putting page adapted to the target industry by adopting each integrated advertisement capability item.

For example, in generating a target advertisement delivery page adapted to a target industry based on remaining advertisement capability items remaining after cutting, concepts of each remaining reference advertisement capability item and each remaining sub advertisement capability item may be determined first; if the remaining sub-advertisement capability item z1 is a game position, the effect of the remaining sub-advertisement capability item, which is a game position, on generating an advertisement delivery strategy can be determined to be expected to deliver a target advertisement in the game position, and if the sub-advertisement capability item z2 is a news position, the effect of the remaining sub-advertisement capability item, which is a news position, on generating an advertisement delivery strategy can be determined to be expected to deliver a target advertisement in the news position; then according to the option concept analysis of z1 and z2, obtaining that the two sub-advertisement capability items are all predicted to be put in which positions, and the positions belong to the media positions, at this time, simplifying the option concepts of the remaining sub-advertisement capability items z1 and z2, and integrating the remaining sub-advertisement capability items z3 and z4 after the simplified concepts to obtain an integrated advertisement capability item; the concept simplification processing method of other remaining advertisement capability items is consistent with the processing methods of z1 and z2, which are not described herein, and finally, each integrated advertisement capability item is adopted to generate a target advertisement delivery page adapted to the target industry. As shown in fig. 5, fig. 5 is a schematic diagram illustrating a simplified concept according to an embodiment of the present application. In fig. 5, A1, A2, …, A5 are the syndicated advertisement capability items, j1, j2, …, j6 are the remaining reference advertisement capability items in the syndicated advertisement capability items, and z1, z2, …, z4 are the remaining sub-advertisement capability items in the syndicated advertisement capability items.

In one possible implementation, when the computer device adopts each integrated advertisement capability item to generate a target advertisement delivery page adapted to the target industry, an initial advertisement delivery page containing each integrated advertisement capability item can be generated, and the value of any integrated advertisement capability item in the initial advertisement delivery page is null; and carrying out data initialization processing on the value of each integrated advertising capability item in the initial advertising page according to the data initialization strategy of each integrated advertising capability item to obtain a target advertising page adapted to the target industry. It is understood that the targeted ad serving page and the initial ad serving page have the same advertisement capability item, and the difference between the two is that the advertisement capability item in the initial ad serving page has a null value, and at least one advertisement capability item in the targeted ad serving page has a non-null value.

Optionally, any integrated advertisement capability item may correspond to one or more remaining reference advertisement capability items, or may correspond to one or more remaining sub-advertisement capability items.

Alternatively, the data initialization policy for each integrated advertising capability item can be divided into the following cases: in this case, when one integrated advertisement capability item corresponds to a plurality of remaining sub advertisement capability items, the sub advertisement capability item with the highest score in the plurality of remaining sub advertisement capability items may be used as the initial value of the integrated advertisement capability item, and the sub advertisement capability item with the score of the preceding L in the plurality of remaining sub advertisement capability items may also be used as the initial value of the integrated advertisement capability item; in another case, when one integrated advertisement capability item corresponds to a plurality of remaining reference advertisement capability items, the sub advertisement capability items in the plurality of reference advertisement capability items may be arranged and combined together, and at this time, the integrated advertisement capability item corresponds to different combinations of the sub advertisement capability items in the plurality of reference advertisement capability items, then, a combination corresponding to the sub advertisement capability item with the highest score in each reference advertisement capability item may be used as an initial value of the integrated advertisement capability item, and a combination corresponding to the sub advertisement capability item with the highest score in each reference advertisement capability item may also be used as an initial value of the integrated advertisement capability item.

In one possible implementation manner, the computer device may acquire the scores of all the remaining advertisement capacity items in any integrated advertisement capacity item when performing data initialization processing on the value of each integrated advertisement capacity item in the initial advertisement delivery page; and according to the score of each remaining advertisement capacity item in any integrated advertisement capacity item, carrying out data initialization processing on the value of each integrated advertisement capacity item in the initial advertisement delivery page.

As shown in FIG. 5, the initialization of the function value can be completed by the industry engine when the advertiser is putting the advertisement on the part integrating the advertisement capability items such as the A1 marketing scene, the A2 comprehensive media and the A4 creative landing page, and the initialization process of the corresponding advertisement data is carried out. For example, as shown in FIG. 5, the integrated advertisement capability item, A2 syndicated media, is used to indicate the placement of the advertisement that the advertiser selected when the advertisement was placed. When the data initialization policy of the integrated advertising capability item is to select the initial value of the integrated advertising capability item with the highest score in the sub advertising capability items corresponding to the integrated advertising capability item, the computer equipment firstly obtains the scores of z1, z2, z3 and z4, secondly sorts the three scores in order from high to low into z3, z4, z1 and z2, and then uses the sub advertising capability item z3 with the highest score corresponding to the integrated media as the initial value of the integrated advertising capability item in the initial advertising page according to the data initialization policy of the integrated advertising capability item. When the data initialization policy of the integrated advertisement capability item, which is integrated media, is to select the sub-advertisement capability item with the score of the sub-advertisement capability item corresponding to the integrated advertisement capability item being the initial value of the integrated advertisement capability item, the computer device uses the sub-advertisement capability items z3 and z4 with the score of the integrated media being the first 2 in the initial advertisement delivery page as the initial value of the integrated advertisement capability item. That is, for the portion of the A2 integrated media, the computer device may directly select, according to the score of each advertising capability item analyzed above, the advertising capability item with the highest position score of the target industry to which the advertising player belongs as the advertising initial default value of the portion of the A2 integrated media by the industry engine, or may select the advertising capability item with the score of the first n as the advertising initial default value of the portion of the A2 integrated media.

As another example, as shown in FIG. 5, the integrated advertisement capability item, an A1 marketing scenario, is used to indicate what purpose an advertiser wants to reach in what promotional way when advertising is performed. When the data initialization policy of the integrated advertisement capability item is to select a combination corresponding to a highest score of each reference advertisement capability item corresponding to the integrated advertisement capability item as an initial value of the integrated advertisement capability item, the computer device may first rank and combine 2 sub advertisement capability items z5 and z6 in the reference advertisement capability item j1, 3 sub advertisement capability items z7, z8 and z9 in the reference advertisement capability item j2, respectively, to obtain 6 combinations of z5 and z7, z5 and z8, z5 and z9, respectively, z6 and z8, z6 and z9, respectively, and then acquire a score of z5 and z6, sequentially from high to low, and sequentially acquire a score of z5 and z9, sequentially from high to low, and sequentially acquire a score of z6 and z9, and sequentially from high to low, and sequentially acquire a score of 3 sub advertisement capability items z7, z8 and z9 in the reference advertisement capability item j2 as initial values of z5 and z8, z9, respectively. When the data initialization policy of the integrated advertising capability item is to select, as the initial value of the integrated advertising capability item, a combination corresponding to the sub-advertising capability item having the score of the preceding 2 in each reference advertising capability item corresponding to the integrated advertising capability item, the scores of z5, z6, z7, z8, z9 are further ordered in order from high to low, and z5, z9, z8, z6, z7 are sequentially ordered, then it may be determined that the combination having the score of the preceding 2 in the combination is z5 and z9, z5 and z8, and the combinations z5 and z9, z5 and z8 are taken as the initial values of the integrated advertising capability item in the initial advertising page. That is, for the portion of the A1 marketing scene, the computer device may directly select, according to the score of each advertising capability item analyzed in the foregoing manner, a combination corresponding to the sub-advertising capability item having the highest score in the popularization plan and the popularization target of the target industry to which the advertising player belongs, as an advertisement initial default value of the portion of the A1 marketing scene, or may select a combination corresponding to the sub-advertising capability item having the score n in the front as an advertisement initial default value of the portion of the A1 marketing scene.

As another example, as shown in FIG. 5, the A4 creative landing page is used to indicate what concept an advertiser wants to highlight the nature and brand content of a product to be promoted when advertising occurs, and where the advertiser wants an audience user to see the advertisement. In the integrated advertising capability item, corresponding to the 2 remaining reference advertising capability items j4 and j5, the advertiser needs to fill in simple text creative data in the two remaining reference advertising capability items when advertising, for example: after the pictures, videos or text titles and the like required by the advertisements are produced, the computer equipment performs data initialization processing on the values of the integrated advertisement capability items in the initial advertisement delivery page according to the data initialization strategy of the integrated advertisement capability items by combining the image-text data information filled by the advertisement delivery person according to an initialization method of the A1 marketing scene. For example, the creative template with the highest score in the target industry is selected as the initial value of the integrated advertising capability item, the A4 creative landing page, and so on. That is, for the portion of the A4 creative landing page, for the initialization of the j4 various creative capability items, the initialization may be consistent with the portion of the A1 marketing scenario, in addition to which the advertiser may fill in simple graphic creative data in the two remaining reference advertising capability items, and after the creation of the creative data initialization by the industry engine, the industry engine may generate a landing page template matching the target industry to which the advertiser belongs with the creative data prototype, and generate the creative data landing page.

After the steps S301 to S304 are performed, a target advertisement delivery page may be obtained, and the advertisement delivery person may perform advertisement delivery in the target advertisement delivery page. For example, referring to fig. 6, fig. 6 is a schematic diagram of an advertisement delivery page according to an embodiment of the present application. As shown in fig. 6, an advertisement delivery page of a target industry "education/talent training industry" is provided, wherein, for the industry, a popularization plan and a popularization target are conceptually simplified, and the two advertisement capability items are integrated into two marketing scenes of "online course popularization" and "offline store drainage"; the advertising capability items such as advertising version, orientation, creative capability and the like are cut, the cut advertising capability items are simplified, the advertising capability items such as comprehensive media, intelligent orientation and the like are integrated, the landing page is combined with creative production, and bidding selection is simplified by using a package mode. Wherein targeting is used to indicate which audience users the advertiser wishes to discover the ads served. The bid is a budget amount and time for indicating to the advertiser to place the advertisement.

S305, after the target advertisement to be delivered is obtained through the target advertisement delivery page, the advertisement oriented label of the target industry is obtained, and the initial delivery unit price of the target advertisement is determined.

Optionally, in one case, the computer device may construct an advertisement targeting tag in real time after acquiring the target advertisement to be delivered; in another case, the computer device may pre-construct and store the targeted advertisement tag, and after obtaining the targeted advertisement to be delivered, obtain the corresponding targeted advertisement tag from the database.

Optionally, the intelligent targeting integrated advertisement capability item part in fig. 5 corresponds to an advertisement targeting label of the target industry, and if the advertisement targeting label is constructed in real time for this part, in the process of advertisement playing, the industry engine can dynamically regulate and control, that is, according to the advertisement putting effect data of each historical advertisement in the historical time of the current time of advertisement playing, the advertisement targeting label of the target industry is constructed in real time.

In one possible implementation manner, when the computer device constructs the advertisement targeting label of the target industry, according to the advertisement putting effect data of each historical advertisement, a historical audience set which performs forward feedback on each historical advertisement is determined, and an image label set is constructed by adopting the image labels of each historical audience in the historical audience set; and acquiring an industry category label set of the target industry, and performing intersection operation on the industry category label set and the picture label set to obtain the advertisement oriented label of the target industry. Wherein, any advertisement putting effect data comprises: historical probabilities of the corresponding historical advertisements being subject to forward feedback behavior; the portrait labels of each historical audience in the historical audience set are adopted to construct a portrait label set, namely, the portrait label set of a target industry is constructed.

Optionally, when the computer device determines the historical audience set that has performed the forward feedback behavior on each historical advertisement according to the advertisement delivery effect data of each historical advertisement, the click rate and conversion rate of each historical advertisement may be determined according to the advertisement delivery effect data of each historical advertisement; the click rate and conversion rate of each historical advertisement are analyzed to obtain an audience set for generating clicking or conversion behaviors for each historical advertisement.

Optionally, when the computer device constructs an image tag set by adopting image tags of each historical audience in the historical audience set, the computer device can classify the audience set according to industries of each historical advertisement corresponding to clicking or converting behaviors generated by each audience user in the historical audience set to obtain the historical audience set of each industry; according to the image labels of each historical audience in the historical audience sets of each industry, an audience image label set of each industry is obtained; respectively screening out portrait labels with the previous overlapping rate H from audience portrait label sets of all industries to obtain final portrait label sets of all industries; and selecting the portrait tag set of the target industry from the final portrait tag sets of the industries.

Optionally, if the obtained advertisement targeting tag includes fewer tags, the computer device may expand the advertisement targeting tag to obtain an expanded advertisement targeting tag, and then deliver the target advertisement according to the expanded advertisement targeting tag.

Referring to fig. 7, fig. 7 is a schematic diagram of a processing method for determining advertisement targeting labels according to an embodiment of the present application. This embodiment is illustrated below in connection with fig. 7.

Assuming that the target industry is the education/talent training industry, when the computer equipment carries out targeted delivery on the target advertisements according to the advertisement delivery effect data of each historical advertisement, the click rate and conversion rate of each historical advertisement can be determined firstly according to the advertisement delivery effect data of each historical advertisement, and the click rate and conversion rate of each historical advertisement are analyzed to obtain a historical audience set for generating clicking or conversion behaviors on each historical advertisement; secondly, classifying the audience sets according to industries of each historical advertisement corresponding to clicking or converting actions generated by the historical audience sets to obtain historical audience sets c1, c2, c3 and c4 of each industry, and combining image labels of each historical audience to obtain an audience image label tag set of each industry; then, respectively screening out the image labels with the previous overlapping rate H from the image label tag sets of the audience in each industry to obtain image label tag sets 701 with high overlapping rate of the audience in each industry; then, a final portrait tag set (assuming that the tag set is t 2) 702 of "education/talent training industry" is selected from the final portrait tag sets of the respective industries; next, an industry category tag set (assuming that the tag set is t 1) 703 of the "education/talent training industry" is acquired, intersection operation is performed on the industry category tag set (t 1) 703 and the portrait tag set (t 2) 702 of the industry, an advertisement orientation tag (or referred to as a seed tag set) 704 of the "education/talent training industry" is obtained, and the advertisement orientation tag 704 is stored, and since fewer tags are obtained in the obtained advertisement orientation tag 704, the advertisement orientation tag is expanded, and an expanded advertisement orientation tag (or referred to as an expanded tag set) 705 is obtained; finally, after the target advertisement to be delivered is obtained through the target advertisement delivery page, the target advertisement is delivered according to the expanded advertisement targeting label 705.

Optionally, when determining the initial unit price of the target advertisement, the computer device may determine the initial unit price of the target advertisement according to the average price of advertisement delivery in the target industry. For example, the average price of advertisement delivery in the target industry is a, the initial unit price of delivering the target advertisement can be a multiple of a, etc.

Alternatively, the ad placement unit price may be pay-Per-Click (CPC), pay-Per-thousand-exposure (CPM), pay-Per-download (CPA), pay-Per-Click (optimized Cost Per Click, oCPC), pay-Per-show (optimized Cost Per Mille, oCPM), etc. Wherein CPC is a pay-per-click advertisement that charges based on the number of times the advertisement is clicked; CPM is a pay-per-view advertisement for which the advertiser pays as long as the advertiser's advertising content is presented; CPA is an advertisement in a manner of pricing according to the actual effect of advertisement delivery, namely, charging is carried out according to the effective questionnaire or registration of the response, and the advertisement delivery quantity is not limited; the oCPC is used for selecting a specific optimization target, providing expected average conversion cost, estimating conversion value displayed each time by the system, automatically bidding, and deducting fees according to clicking; after the oCPM selects a specific optimization target and provides the expected average conversion cost, the system predicts the conversion value of each display, automatically bids and deducts fees according to the display.

S306, targeted advertisement is targeted according to the advertisement targeting label and the initial delivery unit price.

In one possible implementation manner, after the targeted advertisement is targeted according to the advertisement targeting tag and the initial delivery unit price, the computer device can also acquire the delivery effect data of the targeted advertisement in the delivery process of the targeted advertisement; according to the target advertisement throwing effect data, the throwing unit price of the target advertisement is dynamically adjusted, and the target advertisement is thrown according to the adjusted throwing unit price. That is, for the A5 automatic bidding portion, dynamic regulation may be performed by the industry engine during the advertisement playing process.

Alternatively, in this embodiment, the unit price of the targeted advertisement may be dynamically adjusted according to the opcc method, or may be dynamically adjusted according to the opcm method, which is not limited herein.

In one possible implementation, when the unit price of the targeted advertisement is dynamically adjusted, the computer device may mainly include two stages: a start-up phase and a stability cost phase, as shown in fig. 8. In the starting stage, after the computer equipment carries out targeted delivery on the target advertisement, firstly obtaining the advertisement delivery average price of the target industry; secondly, determining initial delivery unit price of the target advertisement according to advertisement delivery average price of the target industry; then, in the process of delivering the target advertisement, delivering data of the target advertisement is obtained; and finally, dynamically adjusting the unit price of the target advertisement according to the acquired delivery data. For example, when the computer device obtains that the average price of advertisement delivery of the education/talent training industry is a, in order to accumulate the delivery effect data of the target advertisement to a certain extent, the initial delivery unit price of the target advertisement is determined to be 5a according to the average price a of the advertisement delivery. In this way, in the initial stage of the target advertisement online, sufficient exposure can be quickly obtained, a certain amount of throwing effect data is accumulated, and the starting of the advertisement is completed. And then delivering the target advertisement according to the price of 5a, obtaining the click rate and the conversion rate of the target advertisement in the delivering process, and finally dynamically adjusting the advertisement delivering unit price according to the obtained click rate and conversion rate of the target advertisement.

Wherein, as the online time of the target advertisement increases, the unit price of the target advertisement is gradually reduced according to the obtained click rate and conversion rate. After accumulating a certain exposure, clicking and converting data through the start-up phase, the computer device can well estimate the competitiveness of the target advertisement, and then enters the stable cost phase. In order to obtain certain exposure, click, conversion and other data at the lowest cost, the computer equipment gradually reduces the unit price of the target advertisement according to the click rate, conversion rate and other throwing effect data obtained in the throwing process of the target advertisement until the throwing unit price of the target advertisement reaches the average advertising price of the target industry. For example, assuming that the click rate and conversion rate of the target advertisement obtained in the starting stage are high, the computer device estimates that the target advertisement has better competitiveness, and in this case, in order to obtain certain exposure, click, conversion and other data at the lowest cost, the computer device gradually reduces the unit price of the target advertisement according to the click rate, conversion rate and other throwing effect data obtained in the throwing process of the target advertisement until the throwing unit price of the target advertisement reaches the advertisement throwing average price of the target industry. According to the embodiment, the target advertisement can be rapidly accumulated and fully exposed, and after certain exposure data are accumulated, more exposure opportunities can be acquired by the target advertisement at the lowest cost, so that a better throwing effect is achieved.

In the embodiment of the application, a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data are obtained; according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed; based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items; generating a target advertisement putting page matched with the target industry according to the residual advertisement capacity items after cutting; after a target advertisement to be delivered is obtained through a target advertisement delivery page, an advertisement targeting label of a target industry is obtained, and the initial delivery unit price of the target advertisement is determined; targeted advertisements are targeted according to the advertisement targeting labels and the initial delivery unit price; in the process of delivering the target advertisement, obtaining the delivering effect data of the target advertisement; according to the target advertisement throwing effect data, the throwing unit price of the target advertisement is dynamically adjusted, and the target advertisement is thrown according to the adjusted throwing unit price. By adopting the embodiment of the application, on one hand, in the process of constructing the target advertisement delivery page, the computer equipment cuts all preset advertisement capacity items, so that when the advertisement delivery is carried out, only the advertisement capacity items in the target advertisement delivery page need to be understood, thereby reducing the understanding cost of the advertisement delivery and the complexity of operation, and further effectively improving the efficiency of advertisement delivery; on the other hand, in the process of target advertisement delivery, the computer equipment can dynamically regulate and control advertisement setting through an industry engine, so that trial-and-error cost of an advertisement delivery person and time consumption of analysis and decision are reduced. Further, the retention of the advertiser (referring to the viscosity of the advertiser to the advertisement delivery, the higher the retention, the greater the viscosity of the advertiser to the advertisement delivery) and the filling rate of the advertisement (referring to the ratio of the number of advertisement displays (or advertisement exposures) to the number of advertisement display opportunities (or advertisement requests) over a period of time) can be improved by both aspects.

It should be noted that, the embodiments of the method shown in fig. 2 and fig. 3 are both described by taking the target industry as an example; in practical application, the advertisement putting method provided by the embodiment of the application can be utilized to analyze and process the putting behavior data of the historical advertisement putting person in each secondary industry and the advertisement putting effect data of the historical advertisement corresponding to each putting behavior data, so that the advertisement putting page adapted by each secondary industry is obtained. Specifically, in practical applications, the computer device may collect advertiser industry data, advertiser delivery behavior data, and real-time advertisement effect data via the method shown in fig. 4. And then, according to data analysis of different industries, the utilization rate, click rate and conversion rate of each advertisement capability item such as a popularization plan, a popularization target, creative capability and the like can be found. The method mainly comprises the following steps: the computer firstly acquires the industry data of all the historical advertisers from the industry analysis data center, and as the classification granularity of the primary industry is too large to achieve fine analysis recommendation, the computer equipment can classify all the historical advertisers according to different secondary industries to obtain a set of the historical advertisers in each secondary industry; analyzing the delivery behavior data of each historical advertiser in the set of the historical advertisers in each secondary industry, obtaining the times of using each advertisement capacity item such as a popularization plan, a popularization target and the like by all the historical advertisers in each secondary industry in preset time according to an LRU algorithm, and analyzing and calculating the use rates r1, r2, … and rn of the first n sub advertisement capacity items corresponding to each first-level advertisement capacity item respectively, wherein the use rates r1, r2, … and r10 of the first 10 sub advertisement capacity items corresponding to each first-level advertisement capacity item can be calculated; the method comprises the steps of obtaining advertisement putting effect data of historical advertisements from an industry analysis data center, analyzing the click rate and conversion rate of the historical advertisements, and classifying the data according to secondary industries to obtain the click rate and conversion rate of the historical advertisements in each secondary industry; and obtaining average click rates c1, c2, …, cn and average conversion rates v1, v2, … and vn of advertisements corresponding to the advertising capability items in each secondary industry according to the click rates and conversion rates of the historical advertisements in each secondary industry.

After the utilization rate, the average click rate and the average conversion rate of each advertisement capability item are obtained, the computer equipment performs weighted summation processing on the utilization rate, the average click rate and the average conversion rate of each advertisement capability item according to weights corresponding to the utilization rate, the average click rate and the average conversion rate of each advertisement capability item, so as to obtain the score of each advertisement capability item in each secondary industry; ordering the advertising capability items in each secondary industry according to the score value from high to low to obtain advertising capability items which are commonly used and better in each secondary industry; according to the principle of selecting the score from high to low, reserving 30% of advertisement capacity items before score ranking in all preset advertisement capacity items in each secondary industry, and performing function cutting on other advertisement capacity items, for example, when all preset advertisement capacity items in each secondary industry comprise M primary advertisement capacity items and at least one sub advertisement capacity item of the advertisement capacity items and the sub advertisement capacity items of the advertisement capacity items, according to the principle of selecting the score from high to low, the computer equipment can reserve 30% of primary advertisement capacity items before ranking in M reference advertisement capacity items according to the score of each primary advertisement capacity item, and cut off other primary advertisement capacity items; and if the first 30% of the first-level advertising capability items have P sub-advertising capability items, according to the principle that the score is from high to low, retaining sub-advertising capability items with the score ranking of 30% from the P sub-advertising capability items according to the score of each sub-advertising capability item in the P sub-advertising capability items, and cutting off other sub-advertising capability items to obtain the advertisement putting page which is simple and practical enough and is respectively suitable for each second-level industry.

In practical applications, each of the remaining advertising capability items left after cropping is relatively easy for a historical advertiser to understand and use, but the concept of some remaining advertising capability items is relatively complex for a novice advertiser, and the use of some remaining advertising capability items requires some experience of the advertiser to know how to use, e.g., bid, target selection, etc. Based on the above, the computer device also simplifies each remaining advertisement capability item left after clipping according to the option concept of each remaining advertisement capability item left after clipping, and integrates each remaining advertisement capability item according to the simplified result to obtain one or more integrated advertisement capability items; generating an initial advertisement delivery page containing each integrated advertisement capability item, and carrying out data initialization processing on the value of each integrated advertisement capability item in the initial advertisement delivery page according to the data initialization strategy of each integrated advertisement capability item to obtain a target advertisement delivery page adapted to each secondary industry. The integrated advertising capability items which are obtained through the steps and are adapted to each secondary industry are simplified, and even if some advertising capability items are not selected by advertisers, the background industry engine can help dynamically adjust the setting.

Based on the above description of related embodiments of the advertisement delivery method, the embodiments of the present application also propose an advertisement delivery device, which may be a computer program (including program code) running in a computer device. The advertisement delivery apparatus may perform the advertisement delivery method shown in fig. 2 or 3; referring to FIG. 9, the advertisement delivery device may operate as follows:

the acquisition module 901 is used for acquiring a plurality of advertisement putting behavior data in the target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data; wherein, any piece of advertisement putting behavior data is used for indicating: one or more advertisement capability items used by the corresponding advertisement players in historically delivering advertisements, the advertisement capability items referring to options for generating advertisement delivery strategies;

the statistical analysis module 902 is configured to statistically analyze a preset usage rate of each advertisement capability item according to the plurality of advertisement delivery behavior data; according to the advertising effect data, statistically analyzing the influence capability value of each advertising capability item for influencing the advertising effect;

the capability item clipping module 903 is configured to clip all preset advertisement capability items based on the usage rate of each advertisement capability item and the corresponding influence capability value;

The generating module 904 is configured to generate a target advertisement delivery page adapted to the target industry according to each remaining advertisement capability item remaining after clipping, where the target advertisement delivery page is used for advertisement delivery by any advertisement delivery person in the target industry.

In one possible implementation, any of the advertisement delivery effect data includes: historical probabilities of the corresponding historical advertisements being subject to forward feedback behavior; the statistical analysis module 902 is configured to, when configured to statistically analyze, according to each piece of advertisement delivery effect data, an influence capability value of each advertisement capability item to influence an advertisement delivery effect, specifically:

In one possible implementation manner, the capability item clipping module 903 is specifically configured to, when performing capability item clipping on all preset advertisement capability items based on the usage rate and the corresponding influence capability value of each advertisement capability item:

In another possible implementation manner, the capability item clipping module 903 is specifically configured to, when configured to score the respective advertisement capability item based on the usage rate and the corresponding impact capability value of the respective advertisement capability item:

In another possible implementation, the preset total advertising capability items include: m reference advertising capability items, and sub advertising capability items of at least one reference advertising capability item, M being a positive integer; the capability item clipping module 903 is configured to, when selecting a plurality of advertisement capability items from all preset advertisement capability items according to the score of each advertisement capability item according to the rule of selecting the score from high to low, specifically:

In one possible implementation, the generating module 904 is configured to, when configured to generate a targeted advertising page adapted to the targeted industry according to each remaining advertising capability item remaining after clipping, specifically:

In another possible implementation manner, the generating module 904 is specifically configured to, when configured to generate a targeted advertising page adapted to the targeted industry using each integrated advertising capability item:

In another possible implementation manner, the obtaining module 901 is further configured to obtain an advertisement targeting tag of the target industry after obtaining the target advertisement to be placed through the target advertisement placement page, and determine an initial placement unit price of the target advertisement.

In another possible implementation, the generating module 904 is further configured to target advertisements according to the advertisement targeting tags and the initial serving price.

In one possible implementation, the obtaining module 901 is further configured to obtain an advertisement targeting tag of a target industry, specifically configured to:

In another possible implementation manner, the obtaining module 901 is further configured to obtain, during the delivering of the target advertisement, delivering effect data of the target advertisement.

In another possible implementation manner, the generating module 904 is further configured to dynamically adjust a unit price of delivering the target advertisement according to the delivering effect data of the target advertisement, and deliver the advertisement to the target advertisement according to the adjusted unit price.

According to one embodiment of the present application, the steps involved in the method shown in FIG. 2 or FIG. 3 may be performed by the various elements of the advertising device shown in FIG. 9. For example, step S201 shown in fig. 2 may be performed by the acquisition module 901 shown in fig. 9, step S202 may be performed by the statistical analysis module 902 shown in fig. 9, step S203 may be performed by the capability item clipping module 903 shown in fig. 9, and step S204 may be performed by the generation module 904 shown in fig. 9. As another example, step S301 and step S305 shown in fig. 3 may be performed by the acquisition module 901 shown in fig. 9, step S302 may be performed by the statistical analysis module 902 shown in fig. 9, step S303 may be performed by the capability item clipping module 903 shown in fig. 9, step S304 and step S306 may be performed by the generation module 904 shown in fig. 9, and so on.

According to another embodiment of the present application, each module in the advertisement delivery device shown in fig. 9 may be separately or completely combined into one or several other modules to form the advertisement delivery device, or some unit(s) thereof may be further split into a plurality of modules with smaller functions to form the advertisement delivery device, which may achieve the same operation without affecting the implementation of the technical effects of the embodiments of the present application. The above modules are divided based on logic functions, and in practical application, the functions of one module may be implemented by a plurality of modules, or the functions of a plurality of modules may be implemented by one module. In other embodiments of the present application, the advertisement-based delivery device also includes other modules, and in practical applications, these functions may be implemented with assistance of other modules, and may be implemented by cooperation of multiple modules.

According to another embodiment of the present application, an advertisement delivery apparatus as shown in fig. 9 may be constructed by running a computer program (including program code) capable of executing the steps involved in the respective methods as shown in fig. 2 or 3 on a general-purpose computing device such as a computer including a Central Processing Unit (CPU), a random access storage medium (RAM), a read only storage medium (ROM), etc., processing elements and storage elements, and an advertisement delivery method of the embodiments of the present application may be implemented. The computer program may be recorded on, for example, a computer readable storage medium, and loaded into and executed by the computing device described above.

According to the method and the device, a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data are obtained from an industry analysis data center; secondly, according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed; then, based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items; and generating a target advertisement putting page adapted to the target industry according to the residual advertisement capacity items after cutting. Therefore, in the process of constructing the target advertisement delivery page, the advertisement delivery person only needs to understand each advertisement capacity item in the target advertisement delivery page when carrying out advertisement delivery due to cutting all preset advertisement capacity items, so that the understanding cost of the advertisement delivery person and the operation complexity are reduced, the advertisement delivery efficiency can be effectively improved, and the retention rate of the advertisement delivery person and the filling rate of advertisements can be improved.

Based on the description of the method embodiment and the apparatus embodiment, the embodiment of the application further provides a computer device. Referring to fig. 10, the computer device includes at least a processor 111, an input interface 112, an output interface 113, and a computer storage medium 114. Wherein the processor 111, input interface 112, output interface 113, and computer storage media 114 within the computer device may be connected by a bus or other means.

The computer storage medium 114 may be stored in a memory of a computer device, the computer storage medium 114 being for storing a computer program comprising program instructions, the processor 111 being for executing the program instructions stored by the computer storage medium 114. Processor 111 (or CPU (Central Processing Unit, central processing unit)) is a computing core and a control core of a computer device adapted to implement one or more instructions, in particular adapted to load and execute one or more instructions to implement a corresponding method flow or a corresponding function; in one embodiment, the processor 111 described in the embodiments of the present application may be configured to perform a series of advertisement delivery processes, specifically including: acquiring a plurality of advertisement putting behavior data in a target industry and advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data; wherein, any piece of advertisement putting behavior data is used for indicating: one or more advertisement capability items used by the corresponding advertisement players in historically delivering advertisements, the advertisement capability items referring to options for generating advertisement delivery strategies; according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed; based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items; and generating a target advertisement putting page matched with the target industry according to each residual advertisement capacity item remained after cutting, wherein the target advertisement putting page is used for any advertisement presenter in the target industry to put advertisements.

The embodiment of the application also provides a computer storage medium (Memory), which is a Memory device in a computer device, and is used for storing programs and data. It is understood that the computer storage media herein may include both built-in storage media in a computer device and extended storage media supported by the computer device. The computer storage media provides storage space that stores an operating system of the computer device. Also stored in the memory space are one or more instructions, which may be one or more computer programs (including program code), adapted to be loaded and executed by the processor. The computer storage medium herein may be a high-speed RAM memory or a non-volatile memory (non-volatile memory), such as at least one magnetic disk memory; alternatively, it may be at least one computer storage medium located remotely from the aforementioned processor.

In one embodiment, one or more instructions stored in a computer storage medium may be loaded and executed by a processor to implement the various method steps described above in connection with the embodiments of the advertising method shown in FIG. 2 or FIG. 3; in particular implementations, one or more instructions in a computer storage medium are loaded by processor 111 and perform the steps of:

according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed;

and generating a target advertisement putting page matched with the target industry according to each residual advertisement capacity item remained after cutting, wherein the target advertisement putting page is used for any advertisement presenter in the target industry to put advertisements.

In one possible implementation, any of the advertisement delivery effect data includes: historical probabilities of the corresponding historical advertisements being subject to forward feedback behavior; according to the advertisement delivery effect data, when the influence capability value of each advertisement capability item to influence the advertisement delivery effect is statistically analyzed, one or more instructions may be loaded and specifically executed by the processor 111:

In another possible implementation, when capability item clipping is performed on all preset advertisement capability items based on the usage rate and corresponding influence capability values of each advertisement capability item, one or more instructions may be loaded and specifically executed by the processor 111:

In another possible implementation, based on the usage rate and corresponding impact capability value of each advertising capability item, one or more instructions may be loaded by the processor 111 and executed in particular in scoring each advertising capability item:

In another possible implementation, the preset total advertising capability items include: m reference advertising capability items, and sub advertising capability items of at least one reference advertising capability item, M being a positive integer; when a plurality of advertisement capability items are selected from all preset advertisement capability items according to the score of each advertisement capability item according to the score from high to low, one or more instructions may be loaded by the processor 111 and specifically executed:

In another possible implementation, when generating a targeted advertising page adapted to the targeted industry based on each remaining advertising capability item remaining after clipping, one or more instructions may be loaded and specifically executed by the processor 111:

In another possible implementation, with each integrated advertising capability item, one or more instructions may be loaded by processor 111 and executed in particular when generating a targeted advertising page adapted to the targeted industry:

and carrying out data initialization processing on the value of each integrated advertising capability item in the initial advertising page according to the data initialization strategy of each integrated advertising capability item to obtain a target advertising page adapted to the target industry.

In another possible implementation, one or more instructions may also be loaded and executed in particular by processor 111:

after a target advertisement to be delivered is obtained through a target advertisement delivery page, an advertisement targeting label of a target industry is obtained, and the initial delivery unit price of the target advertisement is determined;

and targeted advertisements are targeted according to the advertisement targeting labels and the initial delivery unit price.

In another possible implementation, one or more instructions may be loaded and executed in particular by processor 111 in constructing an advertisement targeting tag for a target industry:

in the process of delivering the target advertisement, obtaining the delivering effect data of the target advertisement;

according to the target advertisement throwing effect data, the throwing unit price of the target advertisement is dynamically adjusted, and the target advertisement is thrown according to the adjusted throwing unit price.

According to the method and the device, the advertisement putting behavior data of a plurality of advertisements in a target industry and the advertisement putting effect data of historical advertisements corresponding to each advertisement putting behavior data can be obtained from the industry analysis data center; secondly, according to the data of the advertisement putting behaviors, the utilization rate of each preset advertisement capacity item is statistically analyzed; according to the advertisement putting effect data, the influence capability value of each advertisement capability item for influencing the advertisement putting effect is statistically analyzed; then, based on the utilization rate of each advertisement capability item and the corresponding influence capability value, carrying out capability item cutting on all preset advertisement capability items; and generating a target advertisement putting page adapted to the target industry according to the residual advertisement capacity items after cutting. Therefore, in the process of constructing the target advertisement delivery page, the advertisement delivery person only needs to understand each advertisement capacity item in the target advertisement delivery page when carrying out advertisement delivery because all preset advertisement capacity items are cut, so that the understanding cost of the advertisement delivery person and the operation complexity are reduced, and the advertisement delivery efficiency can be effectively improved. In addition, in the process of target advertisement delivery, the method of advertisement setting can be dynamically regulated and controlled by an industry engine, so that trial-and-error cost of an advertisement delivery person and time consumption of analysis and decision making are reduced. Furthermore, the retention rate of the advertisement dispenser and the filling rate of the advertisement can be improved.

It should be noted that according to an aspect of the present application, there is also provided a computer program product or a computer program comprising computer instructions stored in a computer storage medium. The processor of the computer device reads the computer instructions from the computer storage medium and executes the computer instructions to cause the computer device to perform the methods provided in the various alternatives to the advertising method embodiments aspects shown in fig. 2 or fig. 3 described above.

It is also to be understood that the foregoing is merely illustrative of the presently preferred embodiments of the present invention, and is not to be construed as limiting the scope of the appended claims, which are intended to cover all such modifications as fall within the true scope of the invention.

Claims

1. An advertising method, comprising:

2. The method of claim 1, wherein any advertising effectiveness data comprises: historical probabilities of the corresponding historical advertisements being subject to forward feedback behavior; according to the advertisement effect data, statistically analyzing the influence capability value of each advertisement capability item to influence the advertisement effect, including:

traversing each advertisement capability item, and determining the current advertisement capability item currently traversed;

according to advertisement capability items indicated by advertisement putting behavior data of each historical advertisement, historical advertisements matched with the current advertisement capability items are screened out from the historical advertisements;

3. The method of claim 1, wherein the performing capability item cropping on all preset advertising capability items based on the usage rates and the corresponding impact capability values of the individual advertising capability items comprises:

scoring each advertisement capability item based on the utilization rate of each advertisement capability item and the corresponding influence capability value to obtain the score of each advertisement capability item; wherein the score of any advertising capability item is used to characterize the degree of matching between the any advertising capability item and the target industry;

4. The method of claim 3, wherein scoring the individual advertising capability items based on their usage and corresponding impact capability values comprises:

for any advertisement capability item, weighting the utilization rate of any advertisement capability item by adopting the first weight to obtain a first weighted value; and weighting the influence capability value of any advertising capability item by adopting the second weight to obtain a second weighted value;

5. The method of claim 3, wherein the pre-set full advertising capability items comprise: m reference advertising capability items, and sub advertising capability items of at least one reference advertising capability item, M being a positive integer; the selecting a plurality of advertisement capacity items from all preset advertisement capacity items according to the score of each advertisement capacity item according to the principle of selecting the score from high to low comprises the following steps:

according to the selection principle of the scores from high to low, selecting the first N basic advertisement capacity items from the M basic advertisement capacity items according to the scores of the basic advertisement capacity items, wherein N is E [1, M ];

Scanning the first N basic advertisement capacity items, and if P sub advertisement capacity items exist in the current basic advertisement capacity item which is currently scanned, selecting the first Q sub advertisement capacity items from the P sub advertisement capacity items according to the score of each sub advertisement capacity item in the P sub advertisement capacity items according to the principle of selecting the score from high to low; wherein P is a positive integer and Q.epsilon.1, P.

6. The method of claim 1, wherein the generating a targeted advertising page adapted to the targeted industry based on each remaining advertising capability item remaining after clipping comprises:

simplifying the option concepts of each residual advertisement capability item, and integrating each residual advertisement capability item according to the simplified result to obtain one or more integrated advertisement capability items; wherein one integrated advertising capability item corresponds to at least one remaining advertising capability item;

7. The method of claim 6, wherein generating a targeted advertising page adapted to the targeted industry using the respective integrated advertising capability items comprises:

8. The method of claim 1, wherein the method further comprises:

after the target advertisement to be delivered is obtained through the target advertisement delivery page, an advertisement orientation label of the target industry is obtained, and the initial delivery unit price of the target advertisement is determined;

and carrying out targeted delivery on the target advertisement according to the advertisement targeted label and the initial delivery unit price.

9. The method of claim 8, wherein the construction of the advertisement targeting label for the target industry comprises:

According to advertisement putting effect data of each historical advertisement, determining a historical audience set which carries out forward feedback on each historical advertisement, and constructing an image label set by adopting image labels of each historical audience in the historical audience set;

10. The method of claim 8, wherein the method further comprises:

according to the target advertisement delivery effect data, the target advertisement delivery unit price is dynamically adjusted, and the target advertisement is delivered according to the adjusted delivery unit price.

11. An advertising device, the device comprising:

12. A computer device comprising a processor and a memory, wherein the memory is configured to store a computer program which, when executed by the processor, implements the method of any of claims 1-10.

13. A computer program product comprising a computer program which, when executed by a processor, implements the method according to any one of claims 1-10.

14. A computer storage medium storing one or more instructions adapted to be loaded by a processor and to perform the method of any one of claims 1-10.