WO2014079297A1 - 一种网络广告的定向条件展示方法和装置 - Google Patents
一种网络广告的定向条件展示方法和装置 Download PDFInfo
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- WO2014079297A1 WO2014079297A1 PCT/CN2013/085777 CN2013085777W WO2014079297A1 WO 2014079297 A1 WO2014079297 A1 WO 2014079297A1 CN 2013085777 W CN2013085777 W CN 2013085777W WO 2014079297 A1 WO2014079297 A1 WO 2014079297A1
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- 238000000034 method Methods 0.000 title claims abstract description 55
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- 230000006870 function Effects 0.000 description 3
- 230000004048 modification Effects 0.000 description 3
- 238000012986 modification Methods 0.000 description 3
- 238000010586 diagram Methods 0.000 description 2
- 238000005516 engineering process Methods 0.000 description 2
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0254—Targeted advertisements based on statistics
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- H—ELECTRICITY
- H10—SEMICONDUCTOR DEVICES; ELECTRIC SOLID-STATE DEVICES NOT OTHERWISE PROVIDED FOR
- H10B—ELECTRONIC MEMORY DEVICES
- H10B43/00—EEPROM devices comprising charge-trapping gate insulators
- H10B43/30—EEPROM devices comprising charge-trapping gate insulators characterised by the memory core region
Definitions
- the present invention relates to the field of network technologies, and in particular, to a method and apparatus for displaying an orientation condition of a network advertisement. Background technique
- the orientation of an online advertisement refers to the user group to which the advertisement is to be placed when the advertisement is placed.
- User groups are selected by targeting criteria. When online advertising is targeted, you can choose targeting criteria, such as gender conditions, age conditions, geographic conditions, etc., to advertise the user groups that meet the targeting criteria, so that only the targeting criteria are met. It is possible for the user group to see the ad. When an online ad is served, choosing the appropriate targeting criteria can raise the ad's clickthrough rate to an expected higher level, which is the targeting criteria that match the ad.
- the ad serving platform cannot recommend the targeting condition that matches the new ad to the advertiser, which causes the advertiser to be blind when selecting the targeting condition, and the selected targeting condition has a low degree of matching.
- the click-through rate of advertisements is low, and the utilization of system and network resources is greatly reduced, resulting in waste of resources.
- Embodiments of the present invention provide a method and apparatus for displaying a directional condition of a network advertisement, so as to improve the network.
- the technical solution is as follows: In one aspect, a method for displaying a directional condition of a network advertisement is provided, where the method includes:
- the determined orientation conditions are displayed.
- the obtaining, by the historical advertisements of the same type as the advertisements to be delivered, the information of the deposit and click status under the different targeting conditions specifically:
- the obtaining and the to-be-served advertisement search for the historical advertisement when the to-be-served advertisement served in the predetermined time period is last served, if not found, then searching A historical advertisement that is delivered in the predetermined time period and has the same type of advertisement as the advertisement to be served, and if not found, searches for a historical advertisement that is served in a predetermined time period and has the same type of advertisement as the advertisement to be served, and the advertisement is different. ;
- the number of the historical advertisements is one, and the delivery click information includes a click rate; the determining, according to the obtained delivery click information, determining an orientation condition that matches the historical advertisement in each of the targeting conditions, specifically For:
- the orientation condition is an orientation condition that matches the historical advertisement.
- the number of the historical advertisements is greater than one, and the delivery click status information includes a delivery amount and a click amount;
- the targeting condition that determines that the corresponding average click rate is greater than the preset threshold is an orientation condition that matches the historical advertisement.
- the preset threshold is a total click rate of the advertising platform plus a preset percentage value.
- the displaying the determined orientation condition is specifically:
- the determined targeting condition is displayed correspondingly to the click rate or the average click rate of the historical advertisement under the orientation condition.
- the method further includes: placing the to-be-advertised advertisement according to the determined targeting condition.
- an orientation condition display device for a network advertisement includes: an acquisition module, configured to acquire delivery click information of a historical advertisement of the same type as the advertisement to be served under each orientation condition;
- a determining module configured to determine, according to the obtained delivery click information, an orientation condition that matches the historical advertisement in each of the targeting conditions
- a display module for displaying the determined orientation conditions.
- the acquiring module is specifically configured to:
- the obtaining module is specifically used to:
- the number of the historical advertisements is one, and the delivery click information includes a click rate; the determining module is specifically configured to:
- the orientation condition is an orientation condition that matches the historical advertisement.
- the number of the historical advertisements is greater than one, and the delivery click information includes the delivery Quantity and click volume;
- the determining module is specifically configured to:
- each targeting condition For each targeting condition, determining an average click rate of each historical advertisement under the targeting condition according to the amount of the historical advertisement and the amount of clicks under the targeting condition;
- the targeting condition that determines that the corresponding average click rate is greater than the preset threshold is an orientation condition that matches the historical advertisement.
- the preset threshold is a total click rate of the advertising platform plus a preset percentage value.
- the display module is specifically configured to:
- the determined targeting condition is displayed correspondingly to the click rate or the average click rate of the historical advertisement under the orientation condition.
- the device further includes:
- a delivery module configured to deliver the to-be-advertised advertisement according to the determined targeting condition.
- the matching targeting conditions with the historical advertisements are determined, and the recommended targeting conditions for the advertisements to be served are displayed, so that when the new advertisements are served, the advertisements can be served.
- Providing a highly targeted targeting condition can improve the utilization of system and network resources during online advertising.
- FIG. 1 is a flowchart of a method for displaying a directional condition of a network advertisement according to a first embodiment of the present invention
- FIG. 2 is a flowchart of a method for displaying a directional condition of a network advertisement according to Embodiment 3 of the present invention
- FIG. 5 is a schematic structural diagram of a server in an embodiment of the present invention.
- An embodiment of the present invention provides a method for displaying a directional condition of a network advertisement.
- the processing procedure of the method may include the following steps:
- Step 101 Obtain the click-through information of the historical advertisement of the same type as the advertisement to be served under each targeting condition.
- Step 102 Determine, according to the obtained delivery click information, an orientation condition that matches the historical advertisement in each targeting condition.
- Step 103 Display the determined orientation conditions.
- the matching orientation condition with the historical advertisement is determined, and the recommended orientation condition of the advertisement to be placed is displayed, thereby displaying the new advertisement.
- the advertiser is provided with a highly targeted targeting condition, the utilization of the system and network resources during the online advertisement delivery process can be improved.
- the embodiment of the invention provides a method for displaying a directional condition of a network advertisement, which method can be preferably executed by an advertisement delivery platform.
- the online advertisement may be specifically a social advertisement,
- the social advertisement may in turn include ordinary external chain advertisements (advertisements of goods or services in other platforms other than the social network platform) and application advertisements (advertisements of applications in the social network platform) and the like.
- ordinary external chain advertisements asdvertisements of goods or services in other platforms other than the social network platform
- application advertisements asdvertisements of applications in the social network platform
- Step 101 The advertisement delivery platform obtains the delivery click information of the historical advertisement of the same type as the advertisement to be delivered under each orientation condition.
- the type of the advertisement may be classified according to the attribute information of the advertisement, for example, according to the type of the target item of the advertisement, for example, the type of clothing advertisement, the refrigerator advertisement, the table advertisement, or the like, or classified according to the display form of the advertisement.
- a historical advertisement is an advertisement that has been previously delivered.
- a database can be created on the advertisement delivery platform, and the delivered advertisement and related information are stored.
- the historical advertisement identifier and the historical advertisement content information (which may include text, links, and pictures) may be stored. , video, etc.), historical advertisements, click information, etc.
- the delivery click information of the advertisement may include the following information Any one or more of the information: volume, clicks, clickthrough rate, targeting criteria selected when serving, and volume, clicks, clickthrough rate, etc. under each targeting.
- the historical advertisements that meet the conditions can be selected, and then the related information of the stored historical advertisements is obtained.
- the number of historical advertisements selected may be one or more, may be all eligible historical advertisements, or may be a portion of historical advertisements in eligible historical advertisements. It may also be a part of the orientation condition selected therein.
- obtaining the posting information of the historical advertisement with the same type of the advertisement to be served under each targeting condition may be performed as follows:
- This method can be used during the delivery of new ads, or during the re-delivery of ads that have already been served. It is preferably used in the delivery of new advertisements (i.e., the advertisement to be placed is a newly placed advertisement).
- the predetermined time period may be a period of time before the current time set in advance, such as the previous week, the first three days, and the like.
- the idea of the method is to first search for historical advertisements of the same type within a predetermined time period in the historical advertisements served by the advertisers (or advertisers) to which the advertisements are to be placed, and if found, obtain the found historical advertisements.
- the click status information under each targeting condition if not found, continues to search for the same type of historical advertisement in the entire advertising platform for a predetermined period of time, and obtains the click status information of the found historical advertisement under each targeting condition. . If other advertisers are not serving similar historical ads for a predetermined period of time, you can temporarily not recommend targeting criteria for advertisers who serve ads.
- the historical advertisement of the same advertiser is preferentially searched, and if not, the historical advertisement of other advertisers is searched, and the matching degree of the final recommended orientation condition can be better improved.
- an advertiser who is running an ad has served two advertisers of the same type as the ad to be served within a week.
- the advertiser has not served the same type of ad as the ad to be served within a week, while other advertisers are within a week.
- the click status information of the advertisement under various targeting conditions.
- Method 2 is not a new advertisement.
- the advertisement searches for a historical advertisement that is served in the predetermined time period and has the same type of advertisement as the advertisement to be served, and then obtains the click status information of the found historical advertisement under each orientation condition.
- the predetermined time period may be a period of time before the current time set in advance, such as the previous week, the first three days, and the like.
- the online advertisement it is possible for the online advertisement to be delivered multiple times. If an advertisement to be placed is an advertisement that has been delivered and is ready to be re-run, then the advertisement for the previous advertisement corresponding to the to-be-advertised advertisement is the historical advertisement corresponding to the advertisement to be placed. The content information for this pending ad and its historical ad is the same.
- the idea of the method is: firstly, in the historical delivery record of the advertisement to be placed, searching whether the delivery has been performed within the predetermined time period, and if found, obtaining the click information of the found historical advertisement under each orientation condition, if not If found, continue to search for the historical advertisement of the same type within the predetermined time period in the historical advertisement served by the advertiser to be placed, and if found, obtain the click information of the found historical advertisement under each targeting condition. If not found, continue to search for the same type of historical advertisement in the entire advertising platform for a predetermined period of time, and obtain the click status information of the found historical advertisement under each orientation condition. If other advertisers do not cast similar historical ads for a predetermined period of time, they may temporarily not recommend targeting criteria for advertisers who serve the ads. Priority is given to the historical delivery of the ad to be served, the second best to find the historical advertisement of the same advertiser, and finally to find the historical advertisement of other advertisers, which can better improve the matching degree of the final recommended targeting conditions.
- Step 102 The advertisement delivery platform determines, according to the obtained delivery click information, an orientation condition that matches the historical advertisement in each targeting condition.
- the specific method can be as follows:
- the delivery click information may include only the click rate, that is, in step 101, the advertisement delivery platform obtains the click rate of the historical advertisements of the same type as the advertisements to be served under each orientation condition.
- the click-through information can also be click volume and volume, and the corresponding click rate can be calculated.
- the hit rate determines that the corresponding target condition that the corresponding click rate is greater than the preset threshold is an orientation condition that matches the historical advertisement.
- a historically placed ad has a 20% click-through rate in the 18-23 year old user base, 18% in the 24-30 year old user base, and a click in the 30-40 year old user base.
- the targeting criteria that match the ad are: ages 18-23 and ages 24-30.
- the preset threshold may be a total click rate of the advertising platform plus a preset percentage value (eg, 2%).
- a preset percentage value eg, 2%
- the delivery click information may include the delivery volume and the click volume, and the delivery click information may also be one of the delivery amount and the click amount as well as the click rate.
- the advertising platform determines the average click rate of each historical advertisement under the targeting condition according to the volume and the amount of the historical advertisement under the targeting condition; and then, the advertisement delivery platform
- the targeting condition that determines that the corresponding average click rate is greater than the preset threshold is an orientation condition that matches the historical advertisement.
- the volume and the amount of the historical advertisement under the targeting condition may be the amount of delivery and the amount of clicks of each historical advertisement under the targeting condition, or may be the total delivery of the plurality of historical advertisements under the targeted condition. Volume and total clicks. In the former case, the average click rate under the targeting condition is equal to the sum of the clicks of each historical advertisement under the targeting condition divided by the sum of the delivery amounts. In the latter case, the average clickthrough rate under this targeting condition is equal to the total clicks divided by the total volume.
- historical advertisements include historical advertisements 1 and historical advertisements 2, and historical advertisements 1 have a usage of 100,000 in the 18-23 year old user group, a click volume of 20,000, and a usage amount in the 24-30 year old user group.
- It is 80,000 the number of clicks is 16,000
- the number of users in the 30-40 age group is 50,000
- the click volume is 0.4 million
- the historical advertisement 2 is 100,000 in the 18-23 year old user group.
- the number of clicks is 25,000
- the number of users in the 24-30 year old group is 80,000
- the number of clicks is 24,000
- the number of users in the 30-40 year old group is 50,000
- the hit volume is 0.6 million.
- the default threshold is 16%.
- the average click rate of historical ads in the 18-23 year old user group is 22.5%, and the average click rate of historical ads in the 24-30 year old user group is 25%, in the 30-40 year old user group.
- Historical ads have an average click-through rate of 10%.
- the targeting criteria that match this historical ad are: ages 18-23 and ages 24-30.
- the preset threshold may be a total click rate of the advertising platform plus a preset percentage value n% (eg, 2%). By setting the threshold in this way, under the premise of ignoring a certain degree of error, it can be ensured that the click rate of the advertisement to be placed is not lower than the total click rate of the entire platform, and the total click rate of the entire advertisement delivery platform can be maintained.
- Step 103 The advertisement delivery platform displays the determined targeting conditions.
- the targeting condition matching the historical advertisement is determined, and as the targeting condition matching the to-be-advertised advertisement, the advertiser who is to be placed the advertisement is recommended to display.
- the terminal used by the owner, and the orientation condition is displayed at the terminal.
- the determined orientation condition may be displayed correspondingly to the click rate or the average click rate of the historical advertisement under the orientation condition. This way, advertisers can more intuitively see the clickthrough rate for different targeting criteria.
- the advertisement to be placed is delivered according to the determined targeting condition.
- the new advertisement when used in the delivery process of the new advertisement, according to the determined targeting condition, the new advertisement is subject to the investment condition, and the advertisement is re-delivered.
- the advertiser may be provided with a modification suggestion matching the determined targeting condition according to the determined targeting condition, thereby helping the advertiser to accurately locate the core target group.
- the display platform maintains the correspondence between modification suggestions and targeting conditions.
- the matching orientation condition with the historical advertisement is determined, and the recommended orientation condition of the advertisement to be placed is displayed, thereby displaying the new advertisement.
- the advertiser is provided with a highly targeted targeting condition, the utilization of the system and network resources during the online advertisement delivery process can be improved.
- the method for displaying the directional condition of the network advertisement according to the embodiment of the present invention is further described in the following, in which the developer of the social network application advertises the social network application, and the developer The advertiser of the ad.
- the specific process may include the following steps:
- Step 201 Find whether the to-be-advertised advertisement of the target application has a historical delivery record within one week. If yes, go to step 202. Otherwise, go to step 203.
- Step 202 Acquire a click rate of the corresponding historical advertisement (assuming that there is one historical delivery in a week) under the selected orientation condition. After performing this step, steps 206 to 207 are performed.
- Step 203 Search for the same type of historical advertisement (assuming that it can be found) that the advertiser to be advertised delivers within one week.
- Step 204 Obtain the volume and click volume of the found historical advertisement ( ⁇ find multiple historical advertisements of the same type) under the selected targeting conditions.
- Step 205 Determine, for each orientation condition, an average click rate of each historical advertisement under the orientation condition. For details, refer to method two of step 102 in the second embodiment.
- Step 206 Determine an orientation condition that the corresponding click rate or average click rate is greater than a preset threshold.
- Step 207 Perform a recommended display on the determined targeting condition to the advertiser to be placed the advertisement.
- the matching orientation condition with the historical advertisement is determined, and the recommended orientation condition of the advertisement to be placed is displayed, thereby displaying the new advertisement.
- the method for displaying the directional condition of the network advertisement provided by the embodiment of the present invention is further described in the following, in which the advertiser performs the delivery of the external chain advertisement in the social network platform, and the external chain advertisement is Newly placed ads.
- the specific process may include the following steps:
- Step 301 Find whether the advertiser to be placed the advertisement has served the same type of historical advertisement within one week. If no, go to step 302. If yes, go directly to step 303.
- Step 302 Search for the same type of historical advertisements that other advertisers deliver within one week (assuming that they can be found), and proceed to step 303.
- Step 303 Obtain the found amount of the historical advertisement ( ⁇ find multiple historical advertisements of the same type) under the selected targeting conditions.
- Step 304 For each targeting condition, determine an average click rate of each historical advertisement under the targeting condition. For details, refer to method two of step 102 in the second embodiment.
- Step 305 Determine an orientation condition that the corresponding average click rate is greater than a preset threshold.
- Step 306 Perform a recommended display on the determined targeting condition to the advertiser to be placed the advertisement.
- the advertisement according to the same type of historical advertisement to be placed under various orientation conditions Click the situation to determine the matching targeting criteria with the historical ad, and display it as the recommended targeting criteria for the ad to be served, so that when the new ad is served, the advertiser can be provided with a more matching targeting condition, which can improve the online advertising. Utilization of system and network resources in the process.
- an embodiment of the present invention further provides an orientation condition display device for network advertisement.
- the device includes:
- the obtaining module 410 is configured to obtain the delivery click information of the historical advertisement of the same type as the advertisement to be served under each targeting condition;
- a determining module 420 configured to determine, according to the obtained delivery click situation information, an orientation condition that matches the historical advertisement in each of the targeting conditions;
- the display module 430 is configured to display the determined orientation conditions.
- the acquiring module 410 is specifically configured to:
- the obtaining module 410 is specifically configured to:
- the number of the historical advertisements is one, and the delivery click information includes a click rate; the determining module 420 is specifically configured to:
- the orientation condition is an orientation condition that matches the historical advertisement.
- the number of the historical advertisements is greater than one, and the delivery click status information includes a delivery amount and a click amount;
- the determining module 420 is specifically configured to: For each targeting condition, determining an average click rate of each historical advertisement under the targeting condition according to the amount of the historical advertisement and the amount of clicks under the targeting condition;
- the targeting condition that determines that the corresponding average click rate is greater than the preset threshold is an orientation condition that matches the historical advertisement.
- the preset threshold is a total click rate of the advertising platform plus a preset percentage value.
- the display module 430 is specifically configured to:
- the determined targeting condition is displayed correspondingly to the click rate or the average click rate of the historical advertisement under the orientation condition.
- the device further comprises a delivery module:
- the delivery module is configured to deliver the to-be-advertised advertisement according to the determined targeting condition.
- the matching orientation condition with the historical advertisement is determined, and the recommended orientation condition of the advertisement to be placed is displayed, so that the new advertisement is served.
- the utilization of system and network resources during the online advertisement delivery process can be improved.
- the directional condition display device of the network advertisement provided by the foregoing embodiment is only illustrated by the division of the foregoing functional modules when performing the directional condition display. In actual applications, the function allocation may be different according to requirements.
- the function module is completed, that is, the internal structure of the device is divided into different functional modules to complete all or part of the functions described above.
- the directional condition display device of the network advertisement provided by the foregoing embodiment and the embodiment of the directional condition display method of the network advertisement are in the same concept, and the specific implementation process is described in detail in the method embodiment, and details are not described herein again.
- FIG. 5 is a schematic structural diagram of a server in the embodiment of the present invention.
- the server 500 can vary considerably depending on configuration or performance, and can include one or more central processing units (CPUs) 522 (eg, one or more processors) and memory 532, one or More than one storage medium 530 storing storage application 542 or data 544 (eg, one or one storage device in Shanghai).
- the memory 532 and the storage medium 530 may be short-term storage or persistent storage.
- the program stored on storage medium 530 may include one or more modules (not shown), each of which may include a series of instruction operations in the server.
- Server 500 may also include one or more power supplies 526, one or more wired or wireless network interfaces 550, one or more input and output interfaces 558, and/or one or more operating systems 541, such as Windows ServerTM, Mac OS XTM, UnixTM, LinuxTM, FreeBSDTM and more.
- non-volatile memory may include read only memory (ROM), programmable ROM (PROM), electrically programmable ROM (EPROM), electrically erasable programmable
- Volatile memory can include random access memory
- RAM this RAM can act as an external cache memory.
- RAM can be obtained in a variety of forms, such as synchronous RAM (DRAM), dynamic RAM (DRAM), synchronization.
- DRAM synchronous RAM
- DRAM dynamic RAM
- SDRAM double data rate SDRAM
- DDR SDRAM double data rate SDRAM
- SDRAM SDRAM
- SLDRAM synchronous link DRAM
- RambusRAM RambusRAM
- Storage devices of the disclosed aspects are intended to comprise, without being limited to, these and other suitable types of memory.
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US14/646,294 US20150302472A1 (en) | 2012-11-23 | 2013-10-23 | Method and apparatus for presenting targeting condition of network advertisement |
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CN201210483077.XA CN103839171A (zh) | 2012-11-23 | 2012-11-23 | 一种网络广告的定向条件展示方法和装置 |
CN201210483077.X | 2012-11-23 |
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CN110135895A (zh) | 2019-08-16 |
CN103839171A (zh) | 2014-06-04 |
CN110135895B (zh) | 2022-09-02 |
US20150348986A1 (en) | 2015-12-03 |
US20150302472A1 (en) | 2015-10-22 |
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