TW201719522A - Method and system for real estate broker to spend real estate online advertising of at real-time-bidding (RTB) based on the consumers' behavioral data of a real estate Data Management Platform (DMP) to determine which Supply Side Platform (SSP) for receiving the real estate online advertising media - Google Patents

Abstract

The invention discloses a method and system for real estate broker to spend real estate online advertising at real-time-bidding. A real estate broker sets delivery data of the real estate online advertising through the delivery interface of the computer device. Delivery data is sent to the Demand Side Platform (DSP). The Demand Side Platform will process the delivery data behavior data from Data Management Platform (DMP) of real estate and send the completely processed delivery data to an AD Exchange Platform. The AD Exchange Platform receives the completely processed data and matches and delivers the real estate online advertising through Real Time Bidding (RTB) on a Supply Side Platform (SSP) matching a user whom the real estate broker would like to spend.

Description

For real estate agents to place real-time bidding real estate online advertising Law and system

The invention relates to a method and a system for real-time bidding of online advertisements, in particular to a method and system for real-time bidding of online advertisements applied by real estate agents to real estate.

With the popularity of the Internet and the popularity of mobile devices, everyone spends more time on the Internet. For many people, the Internet can be said to be the focus of their lives. All the major information is from the Internet. Obtain. Because of this, advertisers have also found significant business opportunities, advertisers sell advertising slots to advertisers, and by continuously introducing new broadcast technology to send advertisements to suitable people, the online shopping market turnover is increasing year by year. As the climb climbs, the overall market for digital Internet advertising has risen sharply year after year.

For example, advertisers divide certain sections of the layout and sell them to advertisers through the pattern of selling in the layout block. Or advertisers can purchase ad slots at a fixed price (CPC-cost per click or CPM-cost per thousand views) directly through the network advertiser.

However, the above modes all have the problem of inaccurate and ineffective exposure. Since advertisers cannot accurately select "who" to see, there is no way to verify. So when you are selling people who have the demand for home purchases, today's advertisements are likely to be sent to a person who wants to buy cosmetics. There is no need to buy a house at all, which is an invalid exposure for advertisers. And this kind of billing method is rough. If the advertisement is seen by the same person on three different websites, it will be deducted three times, causing waste.

In view of this, how to effectively target real estate agents to quickly sell the items on hand through a kind of potential buyers who can accurately place online advertisements to potential buyers who have purchase demand, and especially provide real estate agents with online advertisements for real estate objects. Going out, this is the direction for the industry's industry to work hard to develop breakthroughs.

In view of this, the present invention provides a method for real estate agents to place real-time bidding real estate online advertisements.

In order to achieve the above object, the present invention provides a method for a real estate agent to place an instant auction real estate online advertisement, the steps comprising: a real estate agent setting a delivery information of a real estate network advertisement through a delivery interface displayed on a computer device; The advertisement demand side platform receives the delivery data of the real estate network advertisement, and comprehensively processes the behavior data of the real estate according to the data collected by the real estate data management platform, and sends the processed delivery data to the advertisement transaction platform, the advertisement transaction The platform uses real-time bidding analysis to deliver real estate online advertising to the advertising supplier platform that meets the needs of the real estate agent.

The present invention provides a system for real estate agents to place real-time bidding real estate online advertisements.

In order to achieve the above other object, the present invention provides a system for real estate agents to place real-time bidding real estate online advertisements, comprising: a real estate data management module for collecting behavior data from users on real estate, and performing behavior data Analysis and management; the servo computing module is electrically connected to the real estate data management module, and the servo computing module is configured to respond to the real estate agent's delivery interface through the delivery interface displayed on the computer device to set the real estate network advertisement. The real estate data management module transmits the behavior data to the advertisement demand side platform, and the advertisement demand side platform receives the delivery data of the real estate network advertisement, and according to the received behavior The data is processed comprehensively, and the processed delivery data is sent to the advertisement transaction platform, and the advertisement transaction platform receives the processed data after the completion of the transaction, and delivers the real estate network advertisement mediation to the real estate agent through the real-time bid analysis. On the ad supplier platform of the user who wants to serve.

1‧‧‧Methods for real estate agents to place real-time bidding real estate online advertising

101‧‧‧Steps

102‧‧‧Steps

2‧‧‧System for real estate brokers to place real-time bidding real estate online advertising

22‧‧‧Real Estate Data Management Module

24‧‧‧Servo Module

3‧‧‧Server

6‧‧ Real estate agent

600‧‧‧Delivery interface

100‧‧‧Real estate online advertising

201‧‧‧Information

203‧‧‧ Behavioral data

205‧‧‧Delivery data after processing

50‧‧‧Advertising demand platform

60‧‧‧ computer equipment

70‧‧‧Ad Exchange

80‧‧‧Advertiser supply platform

6‧‧ Real estate agent

7‧‧ Real estate agent

8‧‧ Real estate agent

9‧‧‧Users

65‧‧‧Computer equipment

75‧‧‧Computer equipment

85‧‧‧Computer equipment

600‧‧‧Delivery interface

700‧‧‧Delivery interface

800‧‧‧Delivery interface

701‧‧‧Real estate online advertising

702‧‧‧Real estate online advertising

703‧‧‧Real estate online advertising

801‧‧‧Information

802‧‧‧Information

803‧‧‧Information

804‧‧‧ Behavioral data

805‧‧‧After processing the completed delivery data

Figure 1 is a method for real estate agents to place real-time bidding real estate online advertisements; Figure 2 is a system for real estate brokers to place real-time bidding real estate online advertisements; Figure 3 is for real estate brokers to place real-time bidding An embodiment of a system for real estate online advertising; and Figure 4 is another embodiment of a system for real estate agents to place real-time bidding real estate online advertising.

The present invention will be explained below by way of an embodiment relating to a method and system for real estate agents to place real-time bidding real estate online advertisements. However, the embodiments of the present invention are not intended to limit any particular environment, application, or particular mode of carrying out the invention. Therefore, the description of the embodiments is merely illustrative of the invention and is not intended to limit the invention. It is to be noted that in the following embodiments and drawings, elements that are not directly related to the present invention have been omitted and are not shown; and for the sake of simplicity, the dimensional relationships between the elements are not drawn to scale.

The present invention relates to a method and system for real estate agents to place real-time bidding real estate online advertisements.

The so-called Real Time Bidding (RTB) is also called real-time bidding. The English abbreviation is RTB, and its coefficient is a delivery mode of online advertising. The present invention is to distribute RTB digital advertisements to real estate agents. For the real estate network advertising field.

In detail, the real-time bidding according to the present invention allows the selling price of the advertisement to be provided to the real estate agent for bidding for each advertisement and the cost of each advertisement display according to factors such as the activity target, the target group, and the fee threshold. Once the bid is successful, the real estate agent's real estate online ad will appear on the publisher's website.

The operating mode of RTB is that when the user browses the webpage, the supplier side platform (SSP) that cooperates with the webpage will make a request to the online advertising exchange (Ad Exchange), and the online advertising transaction platform will quickly advertise to the advertisement. The Demand Side Platform (DSP) issued an announcement. At this time, the ad demand platform will use the Data Management Platform (DMP) to understand whether the user meets the needs of the advertiser and then decide whether to bid or not. How much is out, what is the idea for the advertiser.

The two main pricing methods for advertising are CPM (CPM) and CPC (Cost Per Click).

In the end, it will be decided by the online advertising exchange through the real-time bidding, who will pay for the advertisement when the price is high.

As shown in Figure 1, it is a method 1 for real estate agents to place real-time bidding real estate online advertisements. The steps include:

Step 101: The real estate agent sets the delivery information of the real estate network advertisement through the delivery interface displayed on the computer device.

Computer devices referred to herein include, but are not limited to, desktop computers, notebook computers, smart phones, and tablets. That is to say, the real estate agent can directly set the target object and the delivery price on the advertisement delivery interface of, for example, a desktop computer or a smart phone, so as to easily complete the action of placing the order.

Among them, the delivery interface used by the real estate agent is provided by the advertisement demand side platform and displayed on the computer device. Real estate agents only need to Simply set up the data to quickly complete the real estate online advertising.

Step 102: The advertisement demander platform receives the delivery data of the real estate network advertisement, and comprehensively processes the behavior data of the real estate collected by the user collected from the real estate data management platform, and sends the processed delivery data to the advertisement transaction platform. The ad exchange uses real-time bidding analysis to deliver real estate online advertising to the advertising supplier platform that meets the needs of the real estate agent.

After receiving the real estate online advertisements, the advertisement demand side platform will synthesize the data transmitted from the real estate data management platform, that is, the real estate data management platform collects the behavior data of all potential users who may be interested in real estate. Including the user's browsing of real estate, click keyword search, data filling, usage record, geographical location behavior, etc., and the above behaviors are only examples, and are not limited to data collection only for the above behavior.

Real estate data management platform is the most valuable part of real estate big data analysis. Through the collection and exploration of real estate behavior data of users, real estate agents can make real-time online advertising more accurate and more accurate hits. Possible potential users.

In more detail, one of the data sources of the real estate data management platform can usually collect the behavior data of the real estate by the user through the housing agency platform. Through the traffic information on the housing agency platform and the behavior of the members, it can be collected. Online advertising delivers more accurate data.

Among them, the behavior data includes but is not limited to the geographical location of the user when browsing, clicking, keyword search, data filling, usage record and behavior of the real estate.

The collected behavior data is used by the real estate agent to determine whether the user who visits the advertisement provider platform meets the needs of the real estate agent and then decides whether to bid or not. Less, what is the idea for real estate agents.

In addition, it is worth mentioning that the data collected by the real estate data management platform is usually related to the business secrets and profit base of the operating platform, as mentioned above, the most valuable part of the RTB delivery system. Therefore, the data collected by the real estate data management platform for the real estate data will be encrypted by encryption and then transmitted to the advertising demand side platform to avoid leakage of trade secrets.

Figure 2 is a system diagram showing the architecture and operation of the system 2 for the real estate agent to place real-time bidding real estate online advertisements.

As shown in FIG. 2, the system 2 for real estate brokers to place real-time bidding real estate online advertisements includes a real estate data management module 22 and a servo computing module 24, wherein the real estate data management module 22 and the servo computing are performed. The module 24 is composed of hardware and/or firmware and/or software. The system for real estate agents to place real-time bidding real estate online advertisements is located in an electronic device, and the electronic device can be a server or a notebook. One of computers, personal computers, smart phones, Mac computers, iPads, iPhones, and Smart TVs.

The real estate data management module 22 is configured to collect behavior data from the user on the real estate, and analyze and manage the behavior data.

The servo computing module 24 is electrically connected to the real estate data management module 22, and the servo computing module 24 is configured to respond to the real estate agent's delivery interface through the delivery interface displayed on the computer device. The real estate data management module transmits the behavior data to the advertisement demand side platform, and the advertisement demand side platform receives the delivery data of the real estate network advertisement, and performs comprehensive processing according to the received behavior data, and sends the processed delivery data to the delivery data. The ad exchange platform, the ad exchange receives the processed data after the completion of the transaction, and through the real-time bid analysis, the real estate network advertising media is delivered to the advertising supplier platform that meets the needs of the real estate agent.

The advertising demand side platform receives the investment of real estate online advertising After that, it will synthesize the data transmitted from the real estate data management platform, that is, the real estate data management platform collects all the behavior data of potential users who may be interested in real estate, including the browsing and click key of the user. Word search, data filling, usage record, geographical location behavior, etc., and the above acts are only examples, and are not limited to data collection only for the above behaviors.

Real estate data management platform is the most valuable part of real estate big data analysis. Through the collection and exploration of real estate behavior data of users, real estate agents can make real-time online advertising more accurate and more accurate hits. Possible potential users.

In more detail, one of the data sources of the real estate data management platform can usually collect the behavior data of the real estate by the user through the housing agency platform. Through the traffic information on the housing agency platform and the behavior of the members, it can be collected. Online advertising delivers more accurate data.

Among them, the behavior data includes but is not limited to the geographical location of the user when browsing, clicking, keyword search, data filling, usage record and behavior of the real estate.

When the collected behavior data is for the real estate agent to advertise, the system 2 can be used to judge that the user who visits the advertisement supplier platform meets the needs of the real estate agent, and then decides whether the bid should be made or not. What is the idea for a real estate agent?

In addition, it is worth mentioning that the data collected by the real estate data management platform is usually related to the business secrets and profit base of the operating platform, as mentioned above, the most valuable part of the RTB delivery system. Therefore, the data collected by the real estate data management platform for the real estate data will be encrypted by encryption and then transmitted to the advertising demand side platform to avoid leakage of trade secrets.

Figure 3 is a schematic diagram showing an embodiment of a system 2 for presenting real estate brokers to place real-time bidding real estate online advertisements.

As shown in Figure 3, for real estate agents to place real-time bidding premises The system 2 for producing online advertisements includes a real estate data management module 22 and a servo computing module 24. Here, the real estate data management module 22 and the servo computing module 24 are composed of hardware and/or firmware and/or software, and the system for real estate brokers to place real-time bidding real estate online advertisements is located at The electronic device of the server 3.

The real estate data management module 22 is configured to collect behavior data 203 from the user for the real estate, and analyze and manage the behavior data 203.

The servo computing module 24 is electrically connected to the real estate data management module 22, and the servo computing module 24 is configured to respond to the placement of the real estate network advertisement 100 by the real estate agent 6 through the delivery interface 600 displayed on the computer device 60. The data 201 is sent to the real estate data management module 22 to transmit the behavior data 203 to the advertisement demander platform 50, and the advertisement demander platform 50 receives the delivery data 201 of the real estate network advertisement, and performs comprehensive processing according to the received behavior data 203. And sending the processed delivery data 205 to the advertisement transaction platform 70, the advertisement transaction platform 70 receiving the processed delivery data 205, and delivering the real estate online advertisement 100 to the real estate agent through the real-time bid analysis. 6 customers who want to launch the advertising provider platform 80 (Spread Side Platform, SSP), in order to achieve accurate marketing.

After receiving the delivery data 201 of the real estate network advertisement 100, the advertisement demander platform 50 integrates the behavior data 203 transmitted from the real estate data management module 22 of the server 3, that is, the real estate data management module 22 collects all the data. Potential users who may be interested in real estate have behavior data 203 on real estate, including user browsing of real estate, click keyword search, data filling, usage record, geographical location behavior, etc., and the above behaviors are only examples, not limited to Data collection for the above behavior.

The real estate data management module 22 is the most valuable part of the real estate big data analysis. Through the collection and exploration of the real estate behavior data of the users, the real estate agent 6 can be more refined in the real estate online advertising 100. Quasi-, more accurate hits to potential users.

In more detail, one of the data sources of the real estate data management module 22 can usually collect the behavior data of the user on the real estate through the housing agency platform, and collect the traffic information and the member's behavior on the housing agency platform. Web ads serve more accurate data.

The behavior data 203 includes, but is not limited to, a user's geographic location when browsing, clicking, keyword retrieval, data filling, usage records, and behavior of the real estate.

The collected behavior data 203 is used by the real estate agent 6 for advertising, and the server 3 can be used to determine whether the user 9 who visits the advertisement provider platform 80 meets the needs of the real estate agent 6 and then decides whether or not it should be Bid, how much should the bid be, and what creative ideas for the real estate agent.

In addition, it is worth mentioning that the data collected by the real estate data management module 22 is usually related to the trade secret and profit base of the operating agency intermediary platform. As mentioned above, it is the most valuable in the RTB delivery system. A ring.

Therefore, the real estate data management module 22 in the server 3 collects the behavior data 203 of the real estate for the user, and encrypts it by encryption, and then transmits it to the advertisement demander platform 50 to avoid leakage of trade secrets. .

As for the function of the ad exchange 70, the cookie is used to analyze the visiting user, and the RTB mode is started, and the real estate agent with the highest bid is given to the user browsing on the website.

Figure 4 is a schematic diagram showing another embodiment of the system 2 for illustrating the present invention for real estate agents to place real-time bidding real estate network advertisements.

As shown in Fig. 4, the system 2 for real estate agents to place real-time bidding real estate online advertisements, the same as the foregoing, will not be described.

The system 2 for real estate agents to place real-time bidding real estate online advertisements includes a real estate data management module 22 and a servo computing module 24. here, The real estate data management module 22 and the servo computing module 24 are composed of hardware and/or firmware and/or software, and the system for real estate brokers to place real-time bidding real estate online advertisements is located in the server 3 Electronic device.

In this embodiment, it is explained that a plurality of real estate agents 6, 7, and 8 perform real estate online advertisements through an instant bidding mode.

When the user 9 who is interested in the real estate enters the website of the advertisement provider platform 80 or the publisher's website of the publisher, the advertisement transaction center 70 starts to call the real estate agent to bid.

In the present embodiment, the real estate agents 6, 7, and 8 are interested in each other. Therefore, the real estate network advertisements are separately set by the delivery interface 600 of the computer device 65, the delivery interface 700 of the computer device 75, and the delivery interface 800 of the computer device 85. The delivery data 801, 802, and 803 of 701, 702, and 703 cause the real estate data management module 22 in the server 3 to transmit the behavior data 804 to the advertisement demander platform 50.

The advertisement demander platform 50 receives the delivery materials 801, 802, and 803 of the real estate network advertisements 701, 702, and 703, and performs comprehensive processing according to the received behavior data 804, and generates the delivery data 805 after the processing is completed.

The advertisement demander platform 50 then sends the processed delivery data 805 to the advertisement transaction platform 70. The advertisement transaction platform 70 receives the delivery data 805 after the processing is completed, and the actual auction analysis is used to determine who wins the bid.

In the present embodiment, the real estate agent 6 bids 10 yuan in an attempt to send the real estate online advertisement 701 to the user 9 for viewing; the real estate agent 7 bids 25 yuan in an attempt to send the real estate online advertisement 702 to the user 9 for viewing. The real estate agent 8 bids 15 yuan in an attempt to send the real estate online advertisement 703 to the user 9 for viewing. Obviously, the real estate agent 7 will be awarded because the price is the highest.

Therefore, the real estate agent advertisement 702 placed by the real estate agent 7 will be placed on the advertisement provider platform 80 where the user 9 is located, so the user 9 will see real estate agent advertisements 702 placed by real estate agents7.

The behavior data 804 includes, but is not limited to, a user's geographic location when browsing, clicking, keyword retrieval, data filling, usage records, and behaviors of the real estate.

The collected behavior data 804 is used by the real estate agent 6, 7, 8 for advertising, and the server 3 can be used to determine that the user 9 who visits the advertisement provider platform 80 is in compliance with the real estate agent 6, 7, The demand for 8 then decides whether or not to bid, how much should the bid be, and what ideas for real estate agents 6, 7, and 8.

In addition, it is worth mentioning that the data collected by the real estate data management module 22 is usually related to the trade secret and profit base of the operating agency intermediary platform. As mentioned above, it is the most valuable in the RTB delivery system. A ring.

Therefore, the real estate data management module 22 in the server 3 collects the behavior data 804 of the real estate for the user, and encrypts it, and then transmits it to the advertisement demanding platform 50 to avoid leakage of trade secrets. .

As for the function of the ad exchange 70, the cookie is used to analyze the visiting user, and the RTB mode is started, and the real estate agent with the highest bid is given to the user browsing on the website.

The above are only the preferred embodiments of the present invention, and are not intended to limit the scope of the present invention; all other equivalent changes or modifications which are not departing from the spirit of the present invention should be included in the following patents. Within the scope.

2‧‧‧System for real estate brokers to place real-time bidding real estate online advertising

22‧‧‧Real Estate Data Management Module

24‧‧‧Servo Module

3‧‧‧Server

6‧‧ Real estate agent

50‧‧‧Advertising demand platform

70‧‧‧Ad Exchange

80‧‧‧Advertiser supply platform

7‧‧ Real estate agent

8‧‧ Real estate agent

9‧‧‧Users

65‧‧‧Computer equipment

75‧‧‧Computer equipment

85‧‧‧Computer equipment

600‧‧‧Delivery interface

700‧‧‧Delivery interface

800‧‧‧Delivery interface

701‧‧‧Real estate online advertising

702‧‧‧Real estate online advertising

703‧‧‧Real estate online advertising

801‧‧‧Information

802‧‧‧Information

803‧‧‧Information

804‧‧‧ Behavioral data

805‧‧‧After processing the completed delivery data

Claims (6)

A method for a real estate agent to place an instant bidding real estate online advertisement, the steps comprising: a real estate agent setting a delivery information of a real estate network advertisement through a delivery interface displayed on a computer device; and an advertisement demanding party The platform receives the delivery data of the real estate network advertisement, and performs comprehensive processing according to the behavior data of the real estate collected by the user collected from a real estate data management platform, and the processed delivery data is sent to an advertisement transaction platform. The ad exchange platform uses the real-time bidding analysis to deliver the real estate network advertising media to an advertising supplier platform that meets the user's desire to place the real estate agent. For example, the method for real estate brokers to place real-time bidding real estate online advertisements as described in item 1 of the patent application scope, wherein the behavior data collected by the real estate data management platform for the real estate is encrypted by an encryption method. And then to the advertising demand side platform. For example, the method for real estate brokers to place real-time bidding real estate online advertisements as described in claim 1 of the patent scope includes the user's browsing, click, keyword search, data filling, usage record, and geographic location. A system for real estate brokers to place real-time bidding real estate online advertisements, comprising: a real estate data management module for collecting behavior data from a user for real estate, and analyzing and managing the behavior data; a module electrically connected to the real estate data management module, The servo computing module is configured to enable the real estate data management module to transmit the behavior data to the real estate agent through a delivery interface displayed on a computer device to set a delivery data of the real estate network advertisement. An advertisement demand side platform, the advertisement demand side platform receives the delivery data of the real estate network advertisement, performs comprehensive processing according to the received behavior data, and sends a processed delivery data to an advertisement transaction platform, The advertisement transaction platform receives the delivery data after the processing is completed, and uses the real-time bid analysis to deliver the real estate network advertisement mediation to an advertisement supplier platform that meets the user's desire to place the real estate agent. The system for real estate brokers to place real-time bidding real estate online advertisements as described in claim 4, wherein the system further comprises an encryption module electrically connected to the real estate data management module, the encryption module To encrypt the behavior data and transmit it to the advertising demand side platform. The system for real estate brokers to place real-time bidding real estate online advertisements as described in item 4 of the patent application scope, wherein the behavior data includes a user's browsing, click, keyword search, data filling usage record, and geographic location.