WO2018121245A1

WO2018121245A1 - Method, device, and apparatus for over-serving control

Info

Publication number: WO2018121245A1
Application number: PCT/CN2017/115658
Authority: WO
Inventors: 陈东
Original assignee: 北京奇虎科技有限公司
Priority date: 2016-12-28
Filing date: 2017-12-12
Publication date: 2018-07-05
Also published as: CN108256878A

Abstract

A method, device, and apparatus for over-serving control, related to the technical field of computers. The method comprises: from an initial traffic assigned to advertisement accounts, selecting a first traffic according to a first ratio and serving to the advertisement accounts, the initial traffic being assigned according to a normal traffic assignment rule by a demand-side platform when a traffic transmitted by an advertisement exchange platform is received thereby (110); determining value consumption rates of the advertisement accounts on the basis of the consumption of the first traffic (120); for each advertisement account, estimating, on the basis of the corresponding value consumption rate, a first value grand total consumed in a specified time period (130); and determining, on the basis of the result of comparing the first value grand total with a remaining value grand total of the corresponding advertisement account, whether to permit traffic to be served for advertisement data of the advertisement account (140). Solved is the technical problem of over-served advertisement not being debited and losses to the DSP resulting from the inability to control advertisement over-serving with an existing advertisement serving method. Achieved are the beneficial effects of effective prevention of advertisement over-serving and reduced DSP revenue loss.

Description

Super investment control method, device and device

Technical field

The present application relates to the field of computer technology, and in particular, to a super investment control method, apparatus, and device.

Background technique

RTB (Real Time Bidding) is a bidding technology that uses third-party technology to evaluate and bid on each user's display behavior on millions of websites. Unlike a large number of purchases, real-time bidding avoids invalid audience arrivals and makes purchases for meaningful users. The RTB system may include an SSP (Sell-Side Platform), an ADX (Ad Exchange) platform, and a DSP (Demand Site Platform), the core of which is a DSP. For the media, RTB can bring more advertising sales, automate the sales process and reduce expenses. And with the rapid spread of smartphones and the maturity of the mobile network environment, the mobile DSP market will be further explored, and programmatic purchase will become a major trend in the digital marketing era.

At present, the cost calculation of online advertising mainly involves the following methods: CPM (cost per mille), CPC (cost per click), CPA (cost per action), per action Cost billing) and more. Moreover, in the RTB system, in order to control the amount of advertising, each advertising account generally makes a reasonable advertising budget according to the advertising target, and if the advertising volume is too much, the actual billing of the advertising delivery exceeds the original advertising budget, Resulting in over-investment of the advertisement, the advertising expenditure of the advertising account exceeds the advertising budget, and if the value of the advertising account for advertising payment is only the amount of the advertising budget, then the deduction of the portion of the super-investment cannot be completed, thus easily leading to the loss of the DSP. .

Summary of the invention

In view of the above problems, the present application has been made in order to provide a super-injection control method, a super-injection control device, and a corresponding super-injection control device that overcome the above problems or at least partially solve the above problems.

According to an aspect of the present application, a super-injection control method is provided, including:

From the initial traffic allocated to each advertising account, the first traffic is selected to be delivered to the advertising account according to a first ratio; the initial traffic is allocated by the demanding platform according to the normal traffic distribution rule after receiving the traffic sent by the advertising transaction platform. ;

Determining a value consumption rate of each advertisement account according to the consumption of the first traffic;

Estimating, according to the value consumption rate, a total number of first values consumed during a specified time period for each advertising account;

And determining whether to allow traffic to be advertised to the advertisement data of the advertisement account according to a comparison result of the total number of the first value and the total value of the remaining value of the corresponding advertisement account.

According to another aspect of the present application, a super-injection control apparatus is provided, comprising:

a first traffic delivery module, configured to select, according to a first ratio, a first traffic to the advertising account from an initial traffic allocated to each advertising account; the initial traffic is sent by the demanding platform on the receiving the advertising platform After the traffic is distributed according to the normal traffic distribution rules;

a value consumption rate determining module, configured to determine a value consumption rate of each advertising account according to the consumption of the first traffic;

a first value total estimating module, configured, for each advertising account, to estimate a total number of first values consumed within a specified time period according to the value consumption rate;

The traffic delivery determining module is configured to determine whether to allow traffic to be advertised to the advertisement data of the advertisement account according to a comparison result between the total number of the first value and the total value of the remaining value of the corresponding advertisement account.

According to another aspect of the present application, a super-injection control device is provided, comprising:

a memory loaded with a plurality of executable instructions;

a processor executing the plurality of executable instructions; the plurality of executable instructions including a method of performing the following steps:

In accordance with another aspect of the present application, a computer program is provided comprising computer readable code that, when executed on a server, causes the server to perform the aforementioned overcast control method.

According to another aspect of the present application, there is provided a computer readable medium storing a computer program as in the aforementioned super investment control method.

According to a super investment control method of the present application, the first traffic may be selected to be delivered to the advertisement account according to a first ratio from the initial traffic allocated to each advertisement account; the initial traffic is the demand side platform receiving the advertisement The traffic sent by the transaction platform is allocated according to the normal traffic distribution rule according to the consumption of the first traffic, and the value consumption rate of each advertising account is determined; for each advertising account, the consumption in the specified time period is estimated according to the value consumption rate. a total number of first values; determining whether to allow traffic to be advertised to the advertising data of the advertising account based on a comparison of the total number of first values with the total number of remaining values of the corresponding advertising account. This solves the technical problem that the existing advertisement delivery method cannot control the advertisement over-investment, resulting in the failure of the advertisement to over-invest and the loss of the DSP. It has achieved the beneficial effect of effectively avoiding excessive investment and reducing DSP revenue loss.

The above description is only an overview of the technical solutions of the present application, and the technical means of the present application can be more clearly understood, and the above and other objects, features and advantages of the present application can be more clearly understood. The following is a specific embodiment of the present application.

DRAWINGS

Various other advantages and benefits will become apparent to those skilled in the art from a The drawings are only for the purpose of illustrating the preferred embodiments and are not intended to be limiting. Throughout the drawings, the same reference numerals are used to refer to the same parts. In the drawing:

1 is a flow chart showing the steps of a super-injection control method according to an embodiment of the present application;

FIG. 1A schematically shows a schematic diagram of an RTB process according to an embodiment of the present application; FIG.

2 is a flow chart showing the steps of a super-injection control method according to an embodiment of the present application;

FIG. 3 is a schematic block diagram showing the structure of a super-injection control device according to an embodiment of the present application; FIG.

FIG. 4 is a schematic block diagram showing the structure of a super-injection control device according to an embodiment of the present application;

FIG. 5 is a schematic block diagram showing the structure of a super-injection control device according to an embodiment of the present application; FIG.

Figure 6 schematically shows a block diagram of a server for performing the method according to the present application;

Fig. 7 schematically shows a storage unit for holding or carrying program code implementing the method according to the present application.

detailed description

Exemplary embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. While the embodiments of the present invention have been shown in the drawings, the embodiments Rather, these embodiments are provided so that this disclosure will be more fully understood and the scope of the disclosure will be fully disclosed.

Embodiment 1

A super investment control method provided by an embodiment of the present application is described in detail.

Referring to FIG. 1, a flow chart of steps of a super-injection control method in an embodiment of the present application is shown.

Step 110: Select, from the initial traffic allocated to each advertising account, the first traffic to the advertising account according to a first ratio; the initial traffic is a normal traffic after the demanding platform receives the traffic sent by the advertising platform. Assign rule assignments.

RTB is a bidding technology that uses third-party technology to evaluate and bid on each user’s display behavior on millions of websites. FIG. 1A is a schematic diagram of an RTB process involving an Ad Exchange (ADX) platform, a DSP, and a Sell-Side Platform (SSP). Its core is the DSP platform. The DSP platform is like the headquarters of the display advertising bidding: the first step is to send the request with the user to display the information through its data tracking capability; the second step is to calculate the user display according to the estimation algorithm. Value, and return the bid to the bid response engine; the third step, the order is released to the ad exchange system, the ad code is loaded to the major media, and finally passed to the most accurate users.

Among them, the DSP platform allows advertisers and advertising agencies to access more easily, and more efficient purchase of advertising inventory, because the platform brings together inventory of various advertising exchanges. With this platform, there is no need for another cumbersome purchase step - a purchase request. SSPs allow publishers to also engage in ad transactions, making their inventory ad slots available. Through this platform, publishers want their inventory slots to receive the highest eCPM without having to sell at a low price. An open online advertising market (similar to a stock exchange) that links publishers to advertisers. Inventory inventory in the trading platform is not necessarily a premium inventory, as long as the publisher wants to provide it, it can be found in it.

The following is an example of the specific process of RTB:

Step 1. The user accesses the media website, such as website A, using a browser. Website A presents the content of this website, such as news, to the user. At the same time, the media site will also display ads to users in some ad slots. Although the main job of the media website is to present high-quality content to the user, it is also necessary to make money through advertising so that the business providing the content can be continued. They can use their sales force to sell advertising inventory. However, for media sites, RTB is an increasingly important channel for selling advertising inventory. Here we assume that Site A decides to sell the ad slot in the upper right corner via RTB.

Step 2, Website A passes the information to the ad exchange. The information to be transmitted includes a URL (Uniform Resource Locator), an advertisement location, a user cookie ID (Cookie Identity), and the like.

Step 3: The ad exchange organizes a bid and sends a traffic bid response to multiple DSPs. Assume that advertiser 1 is one of the DSPs.

Step 4: When the DSP server corresponding to the advertiser 1 receives the traffic bid response of the advertisement exchange platform, the data is transmitted to the bidding engine.

In step 5, the bidding engine sends the user ID to the user and the advertiser information database to see if the user and the advertiser's needs match.

In step 6, the bidding engine receives the information of the user and the advertiser and decides whether to participate in the bidding and bidding price.

In step 7, the bidding engine generates a bid response and passes it to the DSP server. The bid response includes bidding prices and other information such as which ad server to obtain advertising ideas from.

In step 8, the DSP server corresponding to the advertiser 1 sends a bid response to the advertisement transaction platform.

Step 9. The ad exchange performs an auction after receiving the response of all DSP servers or the deadline is reached. For example, the deadline for the ad exchange is 100ms, which means that the time difference between the ad exchange sending the traffic bid response and the receiving DSP bid response needs to be within the deadline. Assume that advertiser 1 is the winner of this ad auction.

In step 10, the ad exchange informs the user of the winner of the browser bid. The browser sends an ad exposure request to the ad server where the creative is located.

In step 11, the advertisement server sends the advertisement creative to the user's browser.

In step 12, the user sees the advertisement on the website. Then if the user is interested in the advertisement, he will click on the advertisement to enter the advertiser's landing page. The user may browse the advertiser's website and may take further action. For example, if the advertiser is an e-commerce company, the user may make a purchase on an e-commerce site.

In the RTB system, for the bidder-successful demand-side platform, it is necessary to provide the advertising display cost to the supplier platform, then for the supplier platform, it needs to separately charge the bill for each connected demand-side platform, for the demand The platform also needs to separately advertise for each of its demand-side platforms that participate in the auction. The existing online advertising billing methods can be divided into three main areas:

The first aspect, billing by display

Cost per mille/Cost per Thousand Impressions: Cost per thousand impressions. The cost of the advertisement bar is displayed 1000 times (impression). CPM is one of the most popular online advertising pricing models.

Cost per Targeted Thousand Impressions: The cost per thousand impressions of a targeted user (eg, based on demographic information). The difference between CPTM and CPM is that CPM is the impression of all users, and CPTM is just the impression of the user who is positioned.

Second aspect, billing by action

CPC-per-click: The cost per click. Charge based on the number of times the ad was clicked. Such pricing models are generally used for keyword advertising.

Pay-per-Click: A type of online advertising pricing model that pays for the number of users who click on an ad or email message.

Cost-per-Action: The cost per action, which is the pricing model based on each visitor's action on online advertising. There are special definitions of user actions, including forming a transaction, getting a registered user, or a click on a web ad.

Cost for Per Lead: Successfully pays commissions by registration.

PPL advertising (Pay-per-Lead): A pricing model based on a guided payment per online advertising. For example, an advertiser pays an advertiser for an online form for a visitor to click on an ad. This model is often used in the online membership marketing model for commission models developed for affiliate sites.

Third aspect, billing by sales

Cost-per-Order: It is also a rare Cost-per-Transaction, which is a method of charging for each order/per transaction.

Cost for Per Sale: Marketing effectiveness refers to sales.

Pay-per-Sale: A pricing model that pays for the amount of direct sales generated by online advertising.

The second aspect and the third aspect are that after the user of the webpage displayed by the advertisement clicks into the advertisement or consumes the corresponding advertisement, the bill will not be charged if the user does not consume or click. However, for a certain DSP-side advertising account, when the advertisement is displayed, the user will deduct 1 yuan per click, and if the advertising account currently has only 1 yuan of advertising funds left, then for the DSP, If the advertising creative data of the advertising account is allowed to continue to be displayed, if the user clicks on the advertisement multiple times, but the advertising fund of the advertising account is insufficient to pay the advertising fee, the DSP may be lost.

Therefore, in the embodiment of the present application, in order to avoid the above situation as much as possible and reduce the loss of the DSP, the first traffic may be selected and delivered to the advertising account according to the first ratio from the initial traffic allocated to each advertising account; The initial traffic is allocated by the demand side platform according to the normal traffic distribution rule after receiving the traffic sent by the advertisement transaction platform.

The advertising account is the identifier of each advertiser on the DSP side, and the real-time residual value of the corresponding advertiser can be recorded in the advertisement account. The initial traffic may be included in the traffic bid response, and is sent by the ADX to the DSP. Of course, in the embodiment of the present application, the initial traffic may be sent to the DSP by using any other available manner, which is not limited in this embodiment. In the embodiment of the present application, the specific value of the first ratio may be set according to the requirements before the step or before any step before the step, which is not limited in the embodiment of the present application.

After receiving the real-time traffic, the DSP will selectively send real-time traffic to each advertising account according to the matching of the real-time traffic attribute and the matching of each advertising account attribute, so that each advertising account participates in the real-time traffic bidding. It is not described here; or the DSP can also send the received real-time traffic to all the advertising accounts on it, which is not limited in this embodiment.

Specifically, in the initial traffic allocated to each advertisement account, the process of selecting the first traffic according to the first ratio may randomly select the first ratio as the first traffic from the initial traffic allocated to each advertisement account; or The first ratio is selected as the first traffic in the initial traffic allocated to each advertisement account; or the first ratio is selected as the first traffic according to other rules from the initial traffic allocated to each advertisement account; and the like. In the embodiment of the present application, before the step, or before any step before the step, according to the requirement, the specific rule of the first traffic is selected according to the first ratio from the initial traffic allocated to each advertising account. The embodiment of the present application is not limited.

For example, assume that for the advertising account A and the advertising account B in the DSP1, the initial traffic allocated by the DSP1 to the advertising account A is traffic 1, traffic 2, traffic 3, wherein the initial traffic allocated by the DSP1 to the advertising account B is traffic 1, traffic 2. Flow rate 4 and flow rate 5. Assume that the preset first ratio is 0.5. Obviously, the total amount of initial traffic allocated by DSP1 to advertising account A is three, and the first ratio is not an integer, but the first traffic selected finally must be an integer, then the initial traffic that can be allocated to each advertising account can be obtained at this time. The first flow rate that is greater than or equal to the smallest integer number of products of the first ratio and the initial flow rate is selected to be delivered to the advertisement account. For example, for the above advertising account A, the smallest integer greater than or equal to the product of 0.5 and 3, that is, 2 initial flows can be selected as the first traffic. Then, two of the traffic 1, traffic 2, and traffic 3 can be selected as the first traffic. Of course, in the embodiment of the present application, the first traffic that is less than or equal to the largest integer multiplied by the first ratio and the initial traffic number may be selected from the initial traffic allocated to each advertising account. Said advertising account. Then, for the above advertising account A, the largest integer less than or equal to the product of 0.5 and 3, that is, 1 initial flow rate can be selected as the first flow rate. For the advertisement account B, two initial flows can be selected from the traffic 1, the traffic flow 2, the traffic flow 4, and the traffic flow 5 as the first traffic.

Step 120: Determine a value consumption rate of each advertisement account according to the consumption of the first traffic.

After determining the first traffic of each advertising account, each first traffic may be sent to the corresponding advertising account, and then each advertising account participates in the auction after receiving the first traffic, and after the successful bidding, according to the first The consumption of a traffic may specifically include the consumption of the bid, the consumption of the click or consumption of the user, the consumption of the advertisement, and the consumption of the corresponding charging method, and the consumption rate of the corresponding advertising account is determined.

Specifically, the consumption data of each first traffic received by each advertisement account for a preset time period may be selected, and then the ratio of the consumption data to the preset time period is calculated, and the value consumption rate of the corresponding advertisement account is obtained. The preset time period may be set before the step, or before any step before the step, and is not limited in this embodiment.

Optionally, in the embodiment of the present application, the step 120 may further include:

Sub-step 121, monitoring the success result of the response returned by the ad exchange in the unit in the latest time; the successful result of the response is generated by the ad exchange after receiving the bid response sent by the demand side platform for each first traffic, and the bid is successful. The bid response includes advertising data for a target advertising account.

In the embodiment of the present application, after receiving the bid response sent by each advertisement account in the DSP for each first traffic received by the ADSP, the ADX can generate a response success result and return it to the SSP after confirming the successful auction account. , then you can monitor the successful response results returned by the ad exchange in the unit in the most recent time. The advertisement account includes the advertisement data of the advertisement account for bidding for the first traffic in the auction response when the bid response to the first traffic is sent to the ADX by the DSP, that is, the advertisement account is planned to be in the first traffic. The content displayed in the corresponding advertisement slot, wherein the advertisement account is the target advertisement account in the embodiment of the present application. Certainly, in the embodiment of the present application, the advertisement data may not be included in the bid response, but the storage path of the advertisement data of the corresponding target advertisement account may be included, which is not limited in this embodiment of the present application.

The time unit may be set before the step or before any step before the step, which is not limited in this embodiment.

Sub-step 122, extracting a successful response result belonging to the target advertising account from the response success result.

After obtaining the successful result of the response returned by the ad exchange in the unit in the latest time, the successful result of the response belonging to the target advertising account can be extracted from each successful response result. Specifically, whether the advertising account is the target advertising account may be determined according to the advertising account corresponding to each successful result of the response, and if yes, the successful result of the response may be extracted from each successful response result as a successful result of the response belonging to the target advertising account; or The advertisement data corresponding to the success response of each response may be determined according to whether the advertisement data included in the auction response belongs to the target advertisement account, and if yes, the response success result belonging to the target advertisement account may be determined by determining the corresponding response success result. Of course, in the embodiment of the present application, the success result of the response of the target advertising account may be extracted from the success of each response by using any other available method, which is not limited in this embodiment of the present application.

Sub-step 123: Calculate an advertisement delivery rate of the current time of the target advertisement account according to the success result of the response belonging to the target advertisement account.

After determining the successful outcome of the response of the target advertising account, the advertising delivery rate of the current advertising account at the current moment can be counted. One of the corresponding successful results corresponds to one advertisement of the target advertisement account. Therefore, in the embodiment of the present application, the ratio of the total number of advertisement data corresponding to the success result of the response to the target advertisement account to the time unit can be calculated to obtain the current target account. The rate of ad serving at the moment. In the embodiment of the present application, the advertisement delivery amount in the current time unit may be directly used as the advertisement delivery rate of the current time, and then the advertisement corresponding to the successful result of the response of the target advertisement account in the current time unit may be directly used. The data is used as the advertisement delivery rate of the current time, which is not limited in this embodiment of the present application.

Sub-step 124 calculates a value consumption rate of the current time of the target advertising account according to the unit value data of the unit advertisement delivery.

After determining the advertisement delivery rate of the target advertisement account at the current moment, the value consumption rate of the current advertisement account at the current moment may be calculated according to the unit value data of the unit advertisement delivery. The specific value consumption rate of the current moment may be the product of the advertisement delivery rate of the current advertisement account at the current moment and the unit value data of the unit advertisement delivery.

Step 130: For each advertisement account, estimate a total number of first values consumed within a specified time period according to the value consumption rate.

Then, after determining the value consumption rate of each advertisement account, the total value of the first value consumed in the specified time period can be estimated according to the value consumption rate of the advertisement account for each advertisement account. The specified time period may be a specified time period from the current time in the future, and the first value data consumed by the advertising account in the specified time period may be estimated. The first value data may be a product of a value consumption rate and a specified time period.

Step 140: Determine, according to a comparison result of the total value of the first value and the total value of the remaining value of the corresponding advertisement account, whether to allow traffic to be advertised to the advertisement data of the advertisement account.

After obtaining the estimated result of the total value of the first value consumed by the advertising account in the specified time period, it may determine whether to allow the advertising account according to the comparison result of the total value of the first value and the total value of the remaining value of the corresponding advertising account. Ad data delivery traffic.

For example, if the first value data is greater than the remaining value data for an advertisement account, then the advertisement data of the advertisement account is no longer allowed to continue to be trafficted; and if the first value data is less than or equal to the remaining value data, then Allow ad data to the ad account to continue to serve traffic.

It may also be set that if the difference between the total number of the first value and the total value of the remaining value of the corresponding advertising account is greater than the preset difference, the advertisement data of the advertisement account is not allowed to continue to be trafficted; and if the first value is total and the corresponding advertising account The difference in the total number of remaining values is less than or equal to the preset difference, and the advertisement data to the advertising account is allowed to continue to be trafficked. The preset difference value may be set before the step or before any step before the step, which is not limited in this embodiment.

In the embodiment of the present application, the first traffic may be selected and sent to the advertising account according to a first ratio from the initial traffic allocated to each advertising account; the initial traffic is sent by the demanding platform on the receiving the advertising platform. After the traffic is distributed according to the normal traffic distribution rule; determining the value consumption rate of each advertising account according to the consumption of the first traffic; and for each advertising account, estimating the first consumption in the specified time period according to the value consumption rate The total number of values; determining whether to allow traffic to be advertised to the advertising data of the advertising account based on a comparison of the total number of first values with the total number of remaining values of the corresponding advertising account. This has achieved the beneficial effect of effectively avoiding excessive investment and reducing DSP revenue loss.

Embodiment 2

Referring to FIG. 2, a flow chart of steps of a super-injection control method in an embodiment of the present application is shown.

Step 210: At the initial moment, the first traffic is selected to be delivered to the advertising account by a first ratio of a minimum proportion; the initial traffic is allocated by the demanding platform according to a normal traffic distribution rule after receiving the traffic sent by the advertising transaction platform.

In the embodiment of the present application, when the first traffic is selected and sent to the corresponding advertising account from the initial traffic allocated to each advertising account, since the value consumption rate of each advertising account and the total value of the remaining value are not known at the initial moment, In order to avoid the super-investment of the advertising account at the initial moment, in the embodiment of the present application, the first traffic may be selected first with a minimum first ratio, and then the first ratio is gradually increased in the subsequent process, so that the corresponding The advertising account is more able to receive the first traffic assigned to the advertising account by ADX. That is, at the initial time, the first flow rate is selected to be delivered to the advertising account with a minimum ratio of the first ratio. The minimum ratio may be set before the step, or before any step before the step, which is not limited by the embodiment of the present application.

Step 220: Receive a setting instruction for unit value data for a single flow.

In practical applications, the advertising account can set unit value data for a single traffic, and the advertising account may set a relatively high unit value data in order to increase the probability of participating in the traffic bidding succession, and may exceed the remaining value data of the corresponding advertising account. . Therefore, in the embodiment of the present application, the setting instruction of the unit account for the unit value data of the single traffic can be received first.

Step 230: Determine whether the second ratio of the unit value data to the total value of the remaining value of the corresponding advertisement account exceeds a first threshold.

After receiving the setting instruction of the unit account value data of the advertising account for the individual traffic, it may further determine whether the second ratio of the unit value data to the total value of the remaining value of the corresponding advertising account exceeds the first threshold. The first threshold value may be set before the step, or before any step before the step, and is not limited in this embodiment. Then, if the second ratio exceeds the first threshold, it indicates that the unit value data set at this time is too large relative to the total value of the remaining value of the corresponding advertisement account, which is likely to cause a DSP loss, and then the unit value data is not allowed to be set at this time. The unit value data of the corresponding advertising account for a single traffic; and if the second ratio does not exceed the first threshold, it means that the total value of the unit value data set at this time relative to the corresponding advertising account is not too large, then at this time This unit value data is allowed to be set as the unit value data for the individual traffic for the corresponding ad account.

Step 240, if it is exceeded, the unit value data is not allowed to be set.

Step 250, if not exceeded, allows the unit value data to be set.

Step 260: After bidding the first traffic, monitor the reduced value of the remaining value data of the target advertising account.

In practical applications, if the DSP platform is debited in real time, that is, if an advertisement account is invested in an advertisement, the deduction is completed immediately or within a preset delay time range. For the target advertising account in the above DSP platform, if the remaining value data is reduced, it can be stated that the target advertising account is engaged in advertising at this time.

Therefore, in the embodiment of the present application, for the target advertising account in the DSP platform of such real-time deduction, in order to obtain the value consumption rate of the current time of the target advertising account, the target may be monitored after bidding on the first traffic. The reduced value of the remaining value data of the advertising account. If the target ad account residual value data has a reduced value, then the ad account is currently advertised, so there is a value consumption, that is, the value of the value consumption rate is not zero.

Specifically, in order to conveniently calculate the value consumption rate, when the target advertisement account residual value data shows a decrease value, the time corresponding to the decrease to the value and the decrease value may be simultaneously recorded.

Step 270: The time difference between the time when the decrease value is added and the time when the decrease value is present is obtained, and the value consumption rate of the current time of the target advertisement account is obtained.

In the embodiment of the present application, after the reduced value and the time corresponding to each reduced value are obtained, the time when the reduced value of the target advertising account residual value is monitored, that is, the time at which the lowering value is decreased by using the reduced value may be used. The time difference between the moments when the reduction value currently appears, and the value consumption rate of the target advertisement account at the current moment when the decrease value appears.

For example, the current value of the target ad account A has a reduced value of 30 yuan, the current time is 8:00 on November 21, 2016, and the last time the decrease is at 7:30 on November 21, 2016. Then, the target advertising account A has a value consumption rate of 30 yuan / 30 minutes at the current moment, that is, 1 yuan per minute.

Step 280: For each advertisement account, estimate a total number of first values consumed in a specified time period according to the value consumption rate.

Optionally, in the embodiment of the present application, the step 280 may further include:

Sub-step 281, when the first ratio is not the maximum ratio, convert the value consumption rate of the first flow rate corresponding to the first ratio to the maximum value consumption rate when the maximum ratio is used.

In order to avoid the total amount of the first value consumed during the specified time period, in order to avoid the loss of the website or media of the SSP segment as much as possible, it is necessary to ensure that the estimated first value data is the largest possible for the corresponding advertising account. A value data. Then if the time is the same, then the value consumption rate of the corresponding advertising account needs to be the maximum value consumption rate that can be obtained by itself. Then, it is required to select the ratio of the first flow rate from the initial flow rate to the maximum ratio. Therefore, in the embodiment of the present application, when the first ratio is not the maximum ratio, the value consumption rate of the first traffic corresponding to the first ratio needs to be converted into the maximum value consumption rate when the maximum ratio is used. The maximum proportion of the present application may be set before the step, or before any step before the step, which is not limited by the embodiment of the present application.

The estimation process of the maximum value consumption rate in the maximum ratio is similar to the value consumption rate corresponding to the first ratio in the foregoing, and specifically, the first traffic can be selected from the initial traffic allocated to each advertisement account. The advertising account is then determined, according to the consumption of the first traffic, the value consumption rate of each advertising account is the maximum value consumption rate of the corresponding advertising account, and details are not described herein.

Sub-step 282, obtaining the first total number of values based on the maximum value consumption rate multiplied by a specified time period length.

Then, by multiplying the maximum value consumption rate of the corresponding advertising account by the length of the specified time period, the total number of first values consumed by the advertising account during the specified time period can be obtained.

Step 290: Determine whether the ratio of the total value of the first value to the total value of the remaining value of the corresponding advertising account reaches a consumption threshold.

In the embodiment of the present application, whether the ratio of the total value of the first value to the total value of the remaining value of the corresponding advertising account reaches a consumption threshold may be determined, thereby determining whether to continue to deliver traffic to the advertisement data of the corresponding advertisement account. If the ratio of the first value data of an advertisement account to the total value of the remaining value of the corresponding advertisement account reaches the consumption threshold, then the risk of the over-investment of the advertisement account is relatively high, which is relatively easy to cause losses on the SSP website or the media, then this At that time, traffic to the ad data of the corresponding ad account can be denied to avoid over-investment of the ad account.

Step 2110: If the ratio reaches the consumption threshold, the traffic of the advertisement data to the advertisement account is refused.

Step 2120, if the ratio does not reach the consumption threshold, determine whether the first ratio is the maximum ratio; if the first ratio is not the maximum ratio, proceed to step 2130; if the first ratio is the maximum ratio, then Go to step 210.

If the ratio of the total value of the first value to the total value of the remaining value of the corresponding advertising account reaches the consumption threshold, then the first ratio can be increased, but in order to avoid the first ratio exceeding the maximum ratio, it is necessary to first determine whether the first ratio is The largest proportion. Then if the first ratio is not the maximum ratio, the first ratio may be increased by a specified size, and then step 210 is continued with the adjusted first ratio. The size of the solution may be set before the step, or before any step before the step, which is not limited in this embodiment. However, it is necessary to ensure that the first ratio after the adjustment is not greater than the highest ratio.

In addition, in the embodiment of the present application, the first ratio may be increased by a preset multiple, or the first ratio may be added in any other available function form, which is not limited in this embodiment of the present application.

Step 2130, increasing the first ratio by a specified size, and then proceeding to step 210.

In the embodiment of the present application, the method further includes:

In step 2140, for other traffic than the first ratio of the initial traffic, the first allocation rule is allocated to at least one other advertising account.

In order to enable each of the initial traffic to have an advertising account to participate in the traffic bidding, so as to ensure that each initial traffic has corresponding advertisement data for display, in the embodiment of the present application, the selected one corresponding to each advertising account in the initial traffic is selected. Other traffic outside of a ratio may be assigned to at least one other advertising account according to the first allocation rule.

For example, suppose there are advertising account A, advertising account B, advertising account C, advertising account D, the initial traffic allocated to advertising account A is traffic 1, traffic 2, traffic 3, traffic 5, and the initial traffic allocated to advertising account B is Flow rate 2, flow rate 3. If the first ratio is 0.5, and the first traffic of the corresponding advertising account A extracted according to the first ratio is traffic 1 and traffic 2, the first traffic of the corresponding advertising account B extracted according to the first ratio is traffic 3, then If the other traffic selected in the initial traffic other than the first ratio of the respective advertising accounts is the traffic 5, then the traffic 5 can be allocated to at least one other advertising account according to the first allocation rule, that is, the above advertising account. At least one of C and advertising account D.

The first allocation rule may be a normal traffic distribution rule used by the ADX in the existing RTB, and may be preset according to the requirement, which is not limited in this embodiment of the present application.

Optionally, in the embodiment of the present application, the step 2140 may further include:

Sub-step 2141, for other traffic than the first ratio of the initial traffic, the traffic is allocated to at least one advertising account corresponding to the first ratio to the maximum ratio.

Optionally, in the embodiment of the present application, for other traffic than the first ratio of the initial traffic, the traffic may be allocated to at least one advertising account corresponding to the first ratio to the maximum ratio.

For example, if the advertisement account C and the advertisement account D in the above step 2140 are the largest ratio of the advertisement account C, the above-mentioned traffic 5 can be allocated to the advertisement account C.

Moreover, in the embodiment of the present application, a setting instruction for unit value data for a single traffic may be received; determining whether the second ratio of the unit value data to the total value of the remaining value of the corresponding advertising account exceeds a first threshold; if exceeded, The unit value data is not allowed to be set; if not, the unit value data is allowed to be set. Therefore, the unit value data can be adjusted according to the total value of the remaining value of the advertisement account, thereby avoiding the total value of the unit value data relative to the remaining value of the advertisement account being too high, thereby further reducing the risk of the advertisement over-investment.

In addition, in the embodiment of the present application, it may be determined whether the ratio of the total value of the first value to the total value of the remaining value of the corresponding advertisement account reaches a consumption threshold; if the ratio reaches a consumption threshold, the advertisement data to the advertisement account is rejected. Traffic is served. If the ratio does not reach the consumption threshold, determine whether the first ratio is the maximum ratio; if the first ratio is not the maximum ratio, increase the first ratio by a specified size, and enter the distribution from each advertising account. In the initial traffic, the step of selecting the first traffic to the advertising account is selected according to the first ratio; if the first ratio is the maximum ratio, directly entering the initial traffic allocated to each advertising account, and selecting according to the first ratio The step of delivering the first traffic to the advertising account. Therefore, whether to continue to deliver traffic to the advertisement data of the corresponding advertisement account according to the ratio of the total value of the first value to the total value of the remaining value of the corresponding advertisement account; and gradually increasing the value of the first ratio in the subsequent delivery process, thereby further Effectively reduce the risk of advertising over-investment.

Further, in the embodiment of the present application, other traffic than the first ratio of the initial traffic may be allocated to at least one other advertising account according to the first allocation rule. Therefore, while avoiding the advertisement over-investment, it is ensured that each initial traffic can be delivered to the corresponding advertising account for traffic bidding, thereby avoiding waste of initial traffic.

For the method embodiments, for the sake of brevity, they are all described as a series of action combinations, but those skilled in the art should understand that the embodiments of the present application are not limited by the described action sequence, because the embodiment according to the present application Some steps can be performed in other orders or at the same time. In the following, those skilled in the art should also understand that the embodiments described in the specification are all preferred embodiments, and the actions involved are not necessarily required in the embodiments of the present application.

Embodiment 3

A super-injection control device provided by an embodiment of the present application is described in detail.

Referring to FIG. 3, a schematic structural diagram of a super-injection control device in an embodiment of the present application is shown.

The first traffic delivery module 310 is configured to select, according to a first ratio, the first traffic to the advertising account from the initial traffic allocated to each advertising account; the initial traffic is sent by the demanding platform on the receiving advertising platform. The traffic is distributed according to the normal traffic distribution rules.

The value consumption rate determining module 320 is configured to determine a value consumption rate of each advertisement account according to the consumption of the first traffic.

Optionally, in the embodiment of the present application, the value consumption rate determining module 320 may further include:

Responding to the successful result monitoring sub-module for monitoring the successful response result returned by the ad exchange in the unit in the latest time; the successful result of the response is received by the ad exchange after receiving the bid response sent by the demand side platform for each first traffic After the bid is successfully generated; the bid response includes advertisement data of a target advertisement account.

The response success result extraction sub-module is configured to extract a response success result belonging to the target advertisement account from the response success result.

The advertisement delivery rate statistics sub-module is configured to count the advertisement delivery rate of the target advertisement account at the current moment according to the successful response result of the target advertisement account.

The value consumption rate calculation sub-module is configured to calculate a value consumption rate of the current time of the target advertisement account according to the unit value data of the unit advertisement delivery.

The first value total estimation module 330 is configured to estimate, for each advertisement account, a total number of first values consumed within a specified time period according to the value consumption rate.

The traffic delivery determining module 340 is configured to determine whether to allow traffic to be advertised to the advertising data of the advertising account according to a comparison result of the total value of the first value and the total value of the remaining value of the corresponding advertising account.

In the embodiment of the present application, the first traffic may be selected and sent to the advertising account according to a first ratio from the initial traffic allocated to each advertising account; the initial traffic is sent by the demanding platform on the receiving the advertising platform. After the traffic is distributed according to the normal traffic distribution rule; determining the value consumption rate of each advertising account according to the consumption of the first traffic; and for each advertising account, estimating the first consumption in the specified time period according to the value consumption rate The total number of values; determining whether to allow traffic to be advertised to the advertising data of the advertising account based on a comparison of the total number of first values with the total number of remaining values of the corresponding advertising account. This has achieved the beneficial effect of effectively avoiding excessive investment and reducing DSP losses.

Embodiment 4

Referring to FIG. 4, a schematic structural diagram of a super-injection control device in an embodiment of the present application is shown.

The first traffic delivery module 410 is configured to select, according to a first ratio, the first traffic to the advertising account from the initial traffic allocated to each advertising account; the initial traffic is sent by the demanding platform on the receiving advertising platform. The traffic is distributed according to the normal traffic distribution rules.

Optionally, in the embodiment of the present application, the first traffic delivery module may further include:

The first traffic delivery sub-module 411 is configured to select the first traffic to be delivered to the advertising account in a first proportion of a minimum proportion at an initial time.

The setting instruction receiving module 420 is configured to receive a setting instruction of unit value data for a single flow.

The first threshold determining module 430 is configured to determine whether the second ratio of the unit value data to the total value of the remaining value of the corresponding advertising account exceeds a first threshold.

The unit value data does not set the module 440, and if it is exceeded, the unit value data is not allowed to be set.

The unit value data setting module 450 is configured to allow the unit value data to be set if not exceeded.

The value consumption rate determining module 460 is configured to determine a value consumption rate of each advertisement account according to the consumption of the first traffic.

Optionally, in the embodiment of the present application, the value consumption rate determining module 460 may further include:

The residual value reduction value monitoring sub-module 461 is configured to monitor the reduced value of the target advertising account residual value data after bidding the first traffic.

The value consumption rate obtaining sub-module 462 is configured to obtain the value consumption rate of the current time of the target advertising account by dividing the time difference between the time when the lowering value occurs and the time when the lowering value is present.

The first value total estimation module 470 is configured to estimate, for each advertisement account, a total number of first values consumed within a specified time period according to the value consumption rate.

Optionally, in the embodiment of the present application, the first value total estimating module 470 may further include:

The maximum value consumption rate conversion submodule is configured to convert the value consumption rate of the first flow rate corresponding to the first ratio to the maximum value consumption rate when the first ratio is not the maximum ratio.

And a first value total acquisition submodule, configured to obtain the first total value based on the maximum value consumption rate multiplied by a specified time period length.

The traffic delivery determining module 480 is configured to determine whether to allow traffic to be advertised to the advertising data of the advertising account according to a comparison result of the total value of the first value and the total value of the remaining value of the corresponding advertising account.

Optionally, in the embodiment of the present application, the traffic delivery determining module 480 includes:

The consumption threshold judgment sub-module 481 is configured to determine whether the ratio of the total value of the first value to the total value of the remaining value of the corresponding advertisement account reaches a consumption threshold.

The refusal to traffic sub-module 482 is configured to reject traffic to the advertising data of the advertising account if the ratio reaches a consumption threshold.

The maximum ratio judging module 490 is configured to determine whether the first ratio is a maximum ratio if the ratio does not reach the consumption threshold, and enter the first proportional increase module 4110 if the first ratio is not the maximum ratio; The first ratio is the maximum ratio, and directly enters the first traffic delivery module 410.

The first ratio increasing module 4110 is configured to increase the first ratio by a specified size, and then enter the first traffic delivery module 410.

Optionally, in the embodiment of the present application, the method further includes:

The other traffic distribution module is configured to allocate the traffic to the at least one other advertising account according to the first allocation rule for other traffic than the first ratio of the initial traffic.

Optionally, in the embodiment of the present application, the other traffic distribution module is further configured to allocate, according to the first proportion of the initial traffic, the traffic to the corresponding first ratio as a maximum ratio. An advertising account.

Embodiment 5

A super investment control device provided by an embodiment of the present application is described in detail.

Referring to FIG. 5, a schematic structural diagram of a super-injection control device in an embodiment of the present application is shown.

The device 500 includes:

The memory 510 is loaded with a plurality of executable instructions.

The processor 520 executes the plurality of executable instructions; the plurality of executable instructions include a method of performing the following steps:

In the embodiment of the present application, the first traffic may be selected and sent to the advertising account according to a first ratio from the initial traffic allocated to each advertising account; the initial traffic is sent by the demanding platform on the receiving the advertising platform. After the traffic is distributed according to the normal traffic distribution rule; determining the value consumption rate of each advertising account according to the consumption of the first traffic; and for each advertising account, estimating the first consumption in the specified time period according to the value consumption rate The total number of values; determining whether to allow traffic to be advertised to the advertising data of the advertising account based on a comparison of the total number of first values with the total number of remaining values of the corresponding advertising account. This has the beneficial effect of effectively avoiding excessive investment and reducing DSP losses.

For the device embodiment, since it is basically similar to the method embodiment, the description is relatively simple, and the relevant parts can be referred to the description of the method embodiment.

The various component embodiments of the present invention may be implemented in hardware, or in a software module running on one or more processors, or in a combination thereof. Those skilled in the art will appreciate that a microprocessor or digital signal processor (DSP) may be used in practice to implement some or all of the functionality of some or all of the components of the super-cast control device in accordance with embodiments of the present invention. The invention can also be implemented as a device or device program (e.g., a computer program and a computer program product) for performing some or all of the methods described herein. Such a program implementing the invention may be stored on a computer readable medium or may be in the form of one or more signals. Such signals may be downloaded from an Internet website, provided on a carrier signal, or provided in any other form.

For example, Figure 6 illustrates a server that can implement super-investment control in accordance with the present invention. The server conventionally includes a processor 66 and a computer program product or computer readable medium in the form of a memory 620. The memory 620 may be an electronic memory such as a flash memory, an EEPROM (Electrically Erasable Programmable Read Only Memory), an EPROM, a hard disk, or a ROM. Memory 620 has a memory space 630 for program code 631 for performing any of the method steps described above. For example, storage space 630 for program code may include various program code 631 for implementing various steps in the above methods, respectively. The program code can be read from or written to one or more computer program products. These computer program products include program code carriers such as hard disks, compact disks (CDs), memory cards or floppy disks. Such a computer program product is typically a portable or fixed storage unit as described with reference to FIG. The storage unit may have a storage section, a storage space, and the like arranged similarly to the storage 620 in the server of FIG. The program code can be compressed, for example, in an appropriate form. Typically, the storage unit includes computer readable code 631', code that can be read by a processor, such as 66, which, when executed by a server, causes the server to perform various steps in the methods described above.

"One embodiment," or "an embodiment," or "one or more embodiments" as used herein means that the particular features, structures, or characteristics described in connection with the embodiments are included in at least one embodiment of the invention. In addition, it is noted that the phrase "in one embodiment" is not necessarily referring to the same embodiment.

□ A number of specific details are set forth in the description provided herein. However, it is understood that the embodiments of the invention may be practiced without these specific details. In some instances, well-known methods, structures, and techniques are not shown in detail so as not to obscure the understanding of the description.

It is to be noted that the above-described embodiments are illustrative of the present invention and are not intended to limit the invention, and that alternative embodiments can be devised by those skilled in the art without departing from the scope of the appended claims. In the claims, any reference signs placed between parentheses shall not be construed as a limitation. The word "comprising" does not exclude the presence of the elements or steps that are not recited in the claims. The word "a" or "an" The invention can be implemented by means of hardware comprising several distinct elements and by means of a suitably programmed computer. In the unit claims enumerating several means, several of these means can be embodied by the same hardware item. The use of the words first, second, and third does not indicate any order. These words can be interpreted as names.

In addition, it should be noted that the language used in the specification has been selected for the purpose of readability and teaching, and is not intended to be construed or limited. Therefore, many modifications and changes will be apparent to those skilled in the art without departing from the scope of the invention. The disclosure of the present invention is intended to be illustrative, and not restrictive, and the scope of the invention is defined by the appended claims.

Claims

A method of super-injection control, comprising:

From the initial traffic allocated to each advertising account, the first traffic is selected to be delivered to the advertising account according to a first ratio; the initial traffic is allocated by the demanding platform according to the normal traffic distribution rule after receiving the traffic sent by the advertising transaction platform. ;

Determining a value consumption rate of each advertisement account according to the consumption of the first traffic;

Estimating, according to the value consumption rate, a total number of first values consumed during a specified time period for each advertising account;

And determining whether to allow traffic to be advertised to the advertisement data of the advertisement account according to a comparison result of the total number of the first value and the total value of the remaining value of the corresponding advertisement account.
The method of claim 1 wherein the step of determining the rate of consumption of each of the advertising accounts further comprises:

Receiving a setting instruction for unit value data for a single flow;

Determining whether the second ratio of the unit value data to the total value of the remaining value of the corresponding advertising account exceeds a first threshold;

If it is exceeded, the unit value data is not allowed to be set;

If not exceeded, the unit value data is allowed to be set.
The method of claim 1, wherein the step of determining whether to allow traffic to the advertisement data of the advertisement account based on a comparison result of the total number of the first value and the total value of the remaining value of the corresponding advertisement account comprises:

Determining whether the ratio of the total value of the first value to the total value of the remaining value of the corresponding advertising account reaches a consumption threshold;

If the ratio reaches a consumption threshold, traffic to the advertising data of the advertising account is denied.
The method of claim 3, wherein the step of selecting the first traffic to be delivered to the advertising account in a first ratio from the initial traffic allocated to each advertising account comprises:

At the initial moment, the first flow rate is selected to be delivered to the advertising account in a first proportion of the smallest proportion.
The method of claim 4, further comprising:

If the ratio does not reach the consumption threshold, determining whether the first ratio is the maximum ratio;

If the first ratio is not the maximum ratio, the first ratio is increased by a specified size, and the step of selecting the first traffic to be delivered to the advertisement account according to the first ratio is entered from the initial traffic allocated to each advertisement account;

If the first ratio is the maximum ratio, the step of directly selecting the first traffic to the advertising account is selected in the initial traffic allocated to each advertising account.
The method of claim 1 or 5, further comprising:

For other traffic than the first ratio of the initial traffic, it is assigned to at least one other advertising account according to the first allocation rule.
The method according to claim 6, wherein the step of allocating the traffic other than the first ratio of the initial traffic to the at least one other advertising account according to the first allocation rule comprises:

For other traffic than the first ratio of the initial traffic, the traffic is allocated to at least one advertising account corresponding to the first ratio as the largest ratio.
The method of claim 1, wherein the determining the value consumption rate of each advertisement account according to the consumption of the first traffic comprises:

After bidding the first traffic, monitoring a reduced value of the remaining value data of the target advertising account;

The value of the value of the current time of the target advertising account is obtained by dividing the time difference between the time when the lowering value occurs and the time when the lowering value is present.
The method of claim 1, wherein the determining the value consumption rate of each advertisement account according to the consumption of the first traffic comprises:

Monitoring the successful result returned by the ad exchange in the unit in the latest time; the successful result of the response is generated by the ad exchange after receiving the bid response sent by the demand side platform for each first traffic, and the bid is generated after the bid is successful; Responding to advertising data including a target advertising account;

Extracting a successful response result belonging to the target advertising account from the successful response result;

And calculating, according to the successful result of the response of the target advertising account, the advertisement delivery rate of the current time of the target advertising account;

Calculating the value consumption rate of the current time of the target advertising account according to the unit value data of the unit advertisement.
The method of claim 1, wherein said step of estimating, for each advertising account, a total number of first values consumed during a specified time period based on said value consumption rate comprises:

When the first ratio is not the maximum ratio, converting the value consumption rate of the first flow rate corresponding to the first ratio to the maximum value consumption rate when converting to the maximum ratio;

The first total number of values is obtained based on the maximum value consumption rate multiplied by a specified time period length.
A super-injection control device comprising:

a first traffic delivery module, configured to select, according to a first ratio, a first traffic to the advertising account from an initial traffic allocated to each advertising account; the initial traffic is sent by the demanding platform on the receiving the advertising platform After the traffic is distributed according to the normal traffic distribution rules;

a value consumption rate determining module, configured to determine a value consumption rate of each advertising account according to the consumption of the first traffic;

a first value total estimating module, configured, for each advertising account, to estimate a total number of first values consumed within a specified time period according to the value consumption rate;

The traffic delivery determining module is configured to determine whether to allow traffic to be advertised to the advertisement data of the advertisement account according to a comparison result between the total number of the first value and the total value of the remaining value of the corresponding advertisement account.
The apparatus according to claim 11, wherein before the value consumption rate determining module, the method further comprises:

Setting an instruction receiving module, configured to receive a setting instruction of unit value data for a single flow;

a first threshold determining module, configured to determine whether the second ratio of the unit value data to the total value of the remaining value of the corresponding advertising account exceeds a first threshold;

The unit value data does not set a module, and if it is exceeded, the unit value data is not allowed to be set;

The unit value data setting module is configured to allow the unit value data to be set if it is not exceeded.
The device according to claim 11, wherein the traffic delivery determining module comprises:

a consumption threshold determining sub-module, configured to determine whether a ratio of the total value of the first value to the total value of the remaining value of the corresponding advertising account reaches a consumption threshold;

The traffic sub-module is rejected for rejecting traffic to the advertising data of the advertising account if the ratio reaches a consumption threshold.
The device according to claim 13, wherein the first traffic delivery module comprises:

The first traffic delivery sub-module is configured to select the first traffic to be delivered to the advertising account in a first proportion of a minimum proportion at an initial time.
The apparatus according to claim 14, further comprising:

a maximum ratio determining module, configured to determine whether the first ratio is a maximum ratio if the ratio does not reach a consumption threshold; if the first ratio is not a maximum ratio, enter a first proportional increase module; If the ratio is the maximum ratio, it will directly enter the first traffic delivery module;

The first proportional increase module is configured to increase the first ratio by a specified size, and then enter the first traffic delivery module.
The device according to claim 11 or 15, further comprising:

The other traffic distribution module is configured to allocate the traffic to the at least one other advertising account according to the first allocation rule for other traffic than the first ratio of the initial traffic.
The apparatus according to claim 16, wherein the other traffic distribution module is further configured to allocate the traffic to the corresponding first ratio to at least a maximum ratio for the traffic other than the first ratio of the initial traffic. An advertising account.
The apparatus of claim 11, wherein the value consumption rate determining module comprises:

a residual value reduction value monitoring submodule, configured to monitor a reduced value of the remaining value data of the target advertising account after bidding the first traffic;

And a value consumption rate obtaining submodule, configured to obtain a value consumption rate of the current time of the target advertising account by dividing the time difference between the time when the lowering value occurs and the time when the lowering value is present.
The apparatus of claim 11, wherein the value consumption rate determining module comprises:

Responding to the successful result monitoring sub-module for monitoring the successful response result returned by the ad exchange in the unit in the latest time; the successful result of the response is received by the ad exchange after receiving the bid response sent by the demand side platform for each first traffic After the bid is successfully generated; the bid response includes advertisement data of a target advertisement account;

Responding to a successful result extraction sub-module for extracting a successful response result belonging to the target advertisement account from the response success result;

An advertisement delivery rate statistics sub-module, configured to count an advertisement delivery rate of the target advertisement account at a current moment according to the successful response result of the target advertisement account;

The value consumption rate calculation sub-module is configured to calculate a value consumption rate of the current time of the target advertisement account according to the unit value data of the unit advertisement delivery.
The apparatus of claim 11, wherein the first value total estimating module comprises:

a maximum value consumption rate conversion submodule, configured to convert a value consumption rate of the first flow rate corresponding to the first ratio to a maximum value consumption rate when the first ratio is not the maximum ratio;

And a first value total acquisition submodule, configured to obtain the first total value based on the maximum value consumption rate multiplied by a specified time period length.
An advertisement display device comprising:

a memory loaded with a plurality of executable instructions;

a processor executing the plurality of executable instructions; the plurality of executable instructions including a method of performing the following steps:

From the initial traffic allocated to each advertising account, the first traffic is selected to be delivered to the advertising account according to a first ratio; the initial traffic is allocated by the demanding platform according to the normal traffic distribution rule after receiving the traffic sent by the advertising transaction platform. ;

Determining a value consumption rate of each advertisement account according to the consumption of the first traffic;

Estimating, according to the value consumption rate, a total number of first values consumed during a specified time period for each advertising account;

And determining whether to allow traffic to be advertised to the advertisement data of the advertisement account according to a comparison result of the total number of the first value and the total value of the remaining value of the corresponding advertisement account.
A computer program comprising computer readable code that, when run on a server, causes the server to perform the over cast control method of any of claims 1-10.
A computer readable medium storing the computer program of claim 22.