WO2018121253A1

WO2018121253A1 - Method, device and equipment for adjusting advertisement delivery rate

Info

Publication number: WO2018121253A1
Application number: PCT/CN2017/115800
Authority: WO
Inventors: 陈东; 王朝勇
Original assignee: 北京奇虎科技有限公司
Priority date: 2016-12-28
Filing date: 2017-12-13
Publication date: 2018-07-05
Also published as: CN108256879A

Abstract

The present application relates to the field of computer technology, and disclosed thereby are a method, device and equipment for adjusting advertisement delivery rate. The method comprises: acquiring a value consumption rate of a target advertisement account at a current moment; calculating expected total value consumption data within a specified time window according to the value consumption rate; comparing the expected total value consumption to current residual value data of the target advertisement account which corresponds to the specified time window; and adjusting the advertisement delivery rate of each advertisement for the target advertisement account according to a comparison result. The present invention solves the problem wherein the advertisement delivery rate of existing advertising methods is not balanced, which influences the effect of advertisement delivery and makes the delivery unsuitable. The invention also achieves the advantageous effect of improving a balanced effect of advertisement delivery and the suitability thereof.

Description

Method, device and device for adjusting advertisement delivery rate

Technical field

The present application relates to the field of computer technologies, and in particular, to an advertisement delivery rate adjustment 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. At its core is the DSP (Demand Site Platform), which for the media 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.

In the Internet advertising market, a DSP can monitor a large amount of traffic in real time, and a DSP can establish contact with at least one advertiser, then the advertiser can participate in the traffic bidding through the DSP according to his own needs, and after the bidding is successful, the corresponding The ad shows the ad slot for the traffic that was successfully auctioned. Moreover, in practical applications, there are some advertisers such as game advertisers who wish to place their advertisements throughout the day in all time periods. Today's DSP advertising system generally uses the following two schemes for advertising: first, it is distributed on an hourly basis; second, proportionally distributes today's advertising based on the same advertiser's advertising performance every hour yesterday.

However, for the first option, you can't adjust the ad serving speed within each hour. If you run out of the ad serving for that hour in each hour, you'll need to pause the delivery until the next hour, resulting in an ad. The delivery speed is not balanced, which affects the performance of the advertisement. For the second scheme, the advertisement corresponding to the current time period must be satisfied that the advertisement is served all day, and the advertisement volume of each hour of yesterday is required. Otherwise, the advertisement cannot be continued. As a result, the applicability of advertising is not sufficient.

Summary of the invention

In view of the above problems, the present application has been made in order to provide an advertisement delivery rate adjustment method, an advertisement delivery rate adjustment apparatus, and a corresponding advertisement delivery rate adjustment apparatus that overcome the above problems or at least partially solve the above problems.

According to an aspect of the application, a method for adjusting an advertisement delivery rate is provided, including:

Obtaining the value consumption rate of the current time of the target advertising account;

Calculating expected total value consumption data within a specified time window based on the consumption value rate;

Comparing the expected total consumption value with current value data of the target advertising account corresponding to the specified time window;

The ad delivery rate for each ad for the target ad account is adjusted based on the comparison.

According to another aspect of the present application, an advertisement delivery rate adjustment apparatus is provided, including:

a value consumption rate obtaining module, configured to obtain a value consumption rate of the current time of the target advertising account;

An expected total value consumption data calculation module, configured to calculate expected total value consumption data within a specified time window according to the consumption value rate;

a comparison module, configured to compare the expected total consumption value with current value data of the target advertising account corresponding to the specified time window;

The advertisement delivery rate adjustment module is configured to adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

According to another aspect of the present application, an advertisement delivery rate adjustment device is provided, including:

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 ad delivery rate adjustment method.

According to another aspect of the present application, there is provided a computer readable medium storing a computer program as described above for an advertisement delivery rate adjustment method.

According to the advertisement delivery rate adjustment method of the present application, the value consumption rate of the current time of the target advertisement account may be obtained; and the expected total value consumption data within the specified time window is calculated according to the consumption value rate; and the total value of the expected consumption is compared with the target advertising account. The current residual value data corresponding to the specified time window is compared; and the advertisement delivery rate of each advertisement for the target advertising account is adjusted according to the comparison result. This solves the problem that the existing advertisement delivery method has an unbalanced advertisement delivery speed, affects the advertisement delivery effect, and has insufficient applicability. The benefits of improved ad serving balance and applicability have been achieved.

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:

FIG. 1 is a flow chart showing the steps of an advertisement delivery rate adjustment 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.

FIG. 1B schematically shows a schematic diagram of a system architecture according to an embodiment of the present application.

FIG. 2 schematically illustrates an advertisement delivery rate adjustment according to an embodiment of the present application. Step flow chart of the method;

FIG. 3 is a schematic flow chart showing the steps of an advertisement delivery rate adjustment method according to an embodiment of the present application; FIG.

FIG. 4 is a flow chart showing the steps of an advertisement delivery rate adjustment method according to an embodiment of the present application; FIG.

FIG. 5 is a schematic structural diagram of an advertisement delivery rate adjustment apparatus according to an embodiment of the present application; FIG.

FIG. 6 is a schematic structural diagram of an advertisement delivery rate adjustment apparatus according to an embodiment of the present application; FIG.

FIG. 7 is a schematic structural diagram of an advertisement delivery rate adjustment apparatus according to an embodiment of the present application; FIG.

FIG. 8 is a schematic structural diagram of an advertisement delivery rate adjustment apparatus according to an embodiment of the present application;

FIG. 9 is a schematic structural diagram of an advertisement delivery rate adjustment apparatus according to an embodiment of the present application; FIG.

Figure 10 schematically shows a block diagram of a server for performing the method according to the present application;

Fig. 11 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

An advertisement delivery rate adjustment method provided by an embodiment of the present application is described in detail.

Referring to FIG. 1, a flow chart of steps of an advertisement delivery rate adjustment method in an embodiment of the present application is shown.

Step 110: Obtain a value consumption rate of the current time of the target advertising account.

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.

FIG. 1B is a schematic diagram of a system architecture of the present application. Among them, BidPacing, traffic_pacing, and campaign_pacing are new modules and new data tables. The BidPacing module is responsible for reading the data in the traffic_consume_realtime, calculating the K value of the traffic and the campaign, and recording the result in the traffic_pacing and campaign_pacing tables. Where json (JavaScript Object Notation, a lightweight data exchange format) log is json format log, local storage is local storage space, adserver For the creative creative data storage server, dspserver is the DSP server, isearch is the search module, and adselector is the selection module.

As shown in Table 1 is a design scheme of the campaign_pacing table, because the advertiser may adjust the budget, there is no budget for the campaign here, there will be a special thread to periodically read the relevant budget and balance. Table 2 shows a design of the traffic_pacing table.

Table 1. A design for the campaign_pacing table

Table 2. A design for the traffic_pacing table

idId	自增idSelf-added id	IntegerInteger
dateDate	日期date	DateDate
timezoneTimezone	时区Time zone	IntegerInteger
trafficTypetrafficType	流量类型，ambition或dspTraffic type, ambition or dsp	EnumEnum
trafficSourcetrafficSource	流量来源，PC_WEB，MOBILE_WEB，APPTraffic source, PC_WEB, MOBILE_WEB, APP	EnumEnum
hourHour	小时值Hour value	IntegerInteger
historyTraffichistoryTraffic	今日符合维度值的当前小时总流量Current hourly total traffic that meets the dimension value today	integerInt

Because there is no campaignid in the traffic_consume_realtime table, you need to query the database at initialization time, get the mapping relationship between solutionid and campaignid and save the mapping in memory.

The memory needs an index table with the campaignid as the key. The value of the table is information related to campaigin:

Pacing the current K value

weightedPacing weightedPacing

historyCost current cost today

Budget budget

Balance account balance

Timezone time zone

trafficType traffic type (effect/selection)

Because the advertiser's budget and balance will change, a thread is required to periodically get the latest budget and balance information from the database.

Historical traffic data (totalTraffic), the estimated residual traffic when calculating the K value requires traffic history data. The data source is yesterday's traffic data in the traffic_pacing table. Load and initialize once at the start of the service. Supports the overall traffic of the time zone, traffic type, and campaign time zone query history.

Today's traffic data (historyTraffic), the data structure is the same as totalTraffic, the data source is the data in the traffic_pacing table from today to the current time. Loaded and initialized when the server starts. Update historyTraffic every minute based on the latest data in the traffic_consume_realtime table. Support time zone, traffic type, and campaign time zone to query the traffic that has been generated since today to the current time.

First, the main business process:

1, initialization

Step1. Build the traffic data of the previous day.

a. Read the data of the previous day in traffic_consume_realtime;

b. According to the soludionid query database to get the data of the campaign and the advertiser, obtain the campaign budget, the schedule plan, and the advertiser's balance and the time zone to which it belongs;

b. Save a copy of the solutionid to campagin mapping table in memory;

c. save a copy of the information table in memory;

d. According to the ns, logtime, exchange field of the traffic_consume_realtime, and the time zone information obtained by the query, the traffic distribution data table total_traffic of different time zones is constructed. The accuracy of the data is impression/hour.

Step2. Build the traffic history data for the day.

a. Read the data of the day in the traffic_consume_realtime;

b. Query the campaign mapping table to which the solution belongs. If it does not exist, go to the database to query the corresponding campaign related information;

c. update the information table in the memory;

d. According to the ns, logtime, exchange field of the traffic_consume_realtime, and the time zone information obtained by the query, the traffic_history data is obtained, and the precision of the data is impression/hour;

e. Update the historyCost of the campaign according to the money field of the traffic_consume_realtime.

Step3. Calculate the initial campaign_pacing data.

a. traversing the information table in the memory;

b. Calculate the K value of the campaign according to the formula according to total_traffic and traffic_history, and update to the campain information table.

Step4. Generate the traffic_pacing table and the campaign_pacing table in the database.

a. Save the total_traffic table and the traffic_history table and the campagin information table in the memory as a transaction to the traffic_pacing table and the campaign_pacing table of the database.

2, the update process

The a.pacing module periodically reads the traffic_consume_realtime and reads it once a minute;

b. Query the mapping table from solution to campaign. If it does not exist, go to the database and query the corresponding campaign related information.

c. update the information table in the memory;

d. update the current hour of traffic_history data according to the ns, logtime, exchange field of the traffic_consume_realtime, and the time zone information obtained by the query;

e. traversing the campaign information table in the memory;

f. Calculate the K value of the campaign according to the formula according to the total_traffic and the traffic_history, and update to the information table of the campaign;

g. Update the traffic_history in the memory and the updated campaign data as a transaction to the traffic_pacing table and the campaign_pacing table of the database;

h. Record the log of this update to the local disk.

Second, the failover process:

1, the normal recovery process

Step1. Restore memory data

a. Read the campaign_pacing and traffic_pacing tables;

b. Rebuilding the inventory data in the memory, you need to query the budget, balance, advertiser time zone, traffic type and other information according to campaignid;

c. Rebuild the totalTraffic and historyTraffic data in memory according to the data in the traffic_pacing table.

Step2: Restart the calculation

a. According to the lastid of the campaign_pacing, read the data of the id>lastid from the traffic_consume_realtime table;

b. Update the recalculated traffic data to the historyTraffic table in the memory;

c. traverse the campaign table to calculate the K value of all campaigns;

d. Update the traffic_history in memory and the updated campaign data as transactions to the traffic_pacing table and the campaign_pacing table of the database.

2, special case handling

Case 1: If you hang up at the end of the first day, then you will get up the next day.

a. Read more than lastid data to see if the data is cross-day. Yesterday's data in traffic_pacing becomes totalTraffic, and today's data becomes historyTraffic. Build data for today's campaign_pacing;

b. Recalculate the K value of the campaign;

c. Update the totalTraffic, historyTraffic, and updated campaign data in the transaction as a transaction to the traffic_pacing table and the campaign_pacing table of the database.

Case 2: If you hang too long, after a day

Because the traffic_pacing table does not have yesterday's data, the data of yesterday and today's traffic_consume_realtime needs to be read out, the memory data and related tables are reconstructed, then traffic_pacing is written, and finally the calculation is restarted according to lastid.

Third, Reader loading data flow

A.reader loads data periodically, for example, once per minute;

B.reader reads the campaign_pacing table to get a mapping table between <campaignid, K>;

c. Load the mapping table of <campaignid, K> into isearch, then the isearch module will find the corresponding advertising creative data and the residual value data of the target advertising account from the adserver and dspserver according to the mapping table of <campaignid, K>. .

As described above, each advertiser needs to bid through the DSP platform when bidding for an advertisement slot, and then each advertiser needs to have a unique advertiser identifier in the DSP platform, that is, the advertisement in the embodiment of the present application. Account. Then, in order to adjust the advertising rate of an advertiser in the DSP platform, the advertising account corresponding to the advertiser is the target advertising account. In the embodiment of the present application, the value consumption rate of the current time of the target advertising account can be obtained according to requirements. The value consumption rate may include the cost of the target advertising account in advertising per unit time.

In the embodiment of the present application, in order to obtain the value consumption rate of the current time of the target advertising account, the value consumption of the target advertising account in the first preset time period before the current time may be first acquired, and then the value is consumed and the first The ratio of the time period is set as the value consumption rate of the target advertising account at the current time, and the first preset time period can be set according to the requirement, which is not limited in this embodiment of the present application. Of course, in the embodiment of the present application, any other available method may be used to calculate and obtain the value consumption rate of the current time of the target advertising account, which is not limited in this embodiment of the present application.

Step 120: Calculate expected total value consumption data within a specified time window according to the consumption value rate.

After the value consumption rate of the current time is obtained, the value consumption rate can be utilized to calculate the expected total value consumption data within the specified time window. The specified time window may be a time period starting from any time of the day, and then the expected total value consumption data may be set as the expected consumption value of the target advertising account to perform the advertising at the consumption rate rate within the specified time window from the current time. . For example, the current time is 8 o'clock, the specified time window is 12 hours, and for a certain target advertising account, the current time value consumption rate is 100 yuan / hour, then from the current time to 20 o'clock, the expected total of the target advertising account The value consumption data is 100*12, which is 1,200 yuan.

In addition, the specified time window can be a period from a fixed time of day to the end of a fixed time, then the expected total value consumption data can also be set to be within the specified time window from the current time to the end of the specified time window, the target advertising account The expected value of the ad serving at a rate of consumption. For example, the current time is 8 o'clock, the specified time window is 24 hours from 0 o'clock to 24 o'clock every day. For a certain target advertising account, the current time value consumption rate is 100 yuan / hour, then the target advertising account is The expected total value consumption data in the specified time window is (24-8)*100, which is 1,600 yuan.

In the embodiment of the present application, the specified time window may be set before the step or before any step before the step, which is not limited in this embodiment.

Step 130: Compare the expected total consumption value with current value data of the target advertising account corresponding to the specified time window.

In the actual application, in order to ensure the rate at which the target advertising account delivers advertisements in various time periods, the total value data corresponding to the target advertising account in the specified time window may be preset, and the remaining value data of the specified time window is the total value data and The difference in value data that has been served.

In order to determine whether the current consumption rate corresponding to the current time is high or low, in the embodiment of the present application, the total value of the expected consumption for the same target advertising account and the current value of the target advertising account corresponding to the specified time window are required. The data is compared. Before the comparison, the expected total consumption value and the residual value data need to be converted into the same unit.

Step 140: Adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Obviously, if the total expected value of the corresponding target advertising account is greater than the residual value data, it indicates that the advertising rate of the target advertising account is too large at this time, and the advertising delivery rate needs to be adjusted accordingly; If the value is less than the residual value data, it means that the advertising rate of the target advertising account is too small at this time, and the advertising delivery rate needs to be adjusted accordingly.

In the embodiment of the present application, the theoretical advertisement delivery rate corresponding to the remaining value data is consumed in the specified time window from the current time, and then the advertisement delivery rate of the target advertisement account is adjusted to the theoretical advertisement delivery rate; or Total value and residual value as expected The ratio of the data or the difference is set to adjust the ratio of the ad delivery rate, and so on. In the embodiment of the present application, the specific method and principle for adjusting the advertisement delivery rate 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 value consumption rate of the current time of the target advertising account may be obtained; and the expected total value consumption data within the specified time window is calculated according to the consumption value rate; and the total value of the expected consumption is compared with the current target account. Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. This has the beneficial effect of improving the balance, applicability and effectiveness of the advertisement delivery.

Embodiment 2

Referring to FIG. 2, a flow chart of steps of an advertisement delivery rate adjustment method in an embodiment of the present application is shown.

Step 210: 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 reduction value of the remaining value data of the target advertising account may be monitored. 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 220: 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 obtaining the reduced value and the time corresponding to each reduced value, When the reduced value of the remaining value data of the target advertising account is monitored, that is, the time difference between the time when the lowering value occurs and the time when the lowering value is present is used, the lowering value of the target advertising account is obtained. The rate of consumption of the current moment.

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 230: Calculate expected total value consumption data within a specified time window according to the consumption value rate.

Step 240: Compare the expected total consumption value with current value data of the target advertising account corresponding to the specified time window.

Step 250: When the total estimated value of the expected consumption is greater than the remaining value data, decrease the advertising delivery rate until the expected total value consumption data corresponding to the reduced advertising delivery rate is not greater than the remaining value data.

As described above, if the expected total consumption value is greater than the residual value data, it is indicated that the advertisement delivery rate needs to be lowered until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the remaining value data.

For example, the advertisement delivery rate may be decreased according to the first preset speed until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the remaining value data; or the advertisement delivery rate may be gradually decreased or gradually decreased until the reduction is performed. The expected total value consumption data corresponding to the subsequent ad serving rate is not greater than the remaining value data, and so on. In the embodiment of the present application, the specific principle of reducing the advertisement delivery rate may be set according to requirements before the step or before any step before the step, which is not limited in this embodiment of the present application.

Optionally, in the embodiment of the present application, the step 250 may further include:

Sub-step 251: Obtain an advertisement delivery rate of the current time of the target advertisement account.

The ad serving rate refers to the amount of advertising in the target time corresponding to the target advertising account in the current time. In the embodiment of the present application, the amount of the advertisement of the target advertisement account within the second preset time period before the current time may be taken, and then the amount of the advertisement and the second preset time period are The ratio is used as the advertising rate of the current time; or the advertisement of the target advertising account can be monitored. If the target advertising account performs the advertising at the current moment, the current advertising volume is obtained, and the current time and the target advertising account are acquired. The time difference between the ad delivery, then the ratio of the ad serving volume to the time difference at the current time is used as the ad serving rate of the current advertising account, and so on. In the embodiment of the present application, a specific method for obtaining the advertisement delivery rate of the current time of the target advertisement account may be preset according to the requirements, which is not limited in this embodiment of the present application. The second time period may be the same as the foregoing first time period, or may be different, and the embodiment of the present application is not limited thereto.

Sub-step 252, taking the first advertising rate of the first ratio from the advertising rate of the current time in a first ratio lower than the previous specified value.

Since this step is for the case where the expected total consumption value is greater than the residual value data, the first ratio should always be no more than 1, then the first advertising rate is taken from the current advertising rate at the current time. It always reduces the rate at which ads are served, which in turn reduces the rate of value consumption. The specified value should be no more than the first ratio. The specific value of the specified value can be set before the step or before any step before the step. The initial first ratio may be set before the step or before the step according to the requirement, and the embodiment of the present application is not limited thereto.

For example, suppose the initial first ratio is 1, the specified value is 0.1, and the current advertising rate is 10, then the first ratio lower than the previous specified value is 0.9, and the first ratio is taken from the current advertising rate. The first ad serving rate is 9.

Sub-step 253, obtaining the first value consumption rate by multiplying the first ratio by the value consumption rate of the current time.

Correspondingly, for example, the foregoing assumption assumes that the initial first ratio is 1, the specified value is 0.1, and the current time consumption rate is 100, then the first ratio lower than the previous specified value is 0.9, and the obtained first value consumption rate is obtained. It is 90.

Sub-step 254, calculating first total value consumption data within the specified time window based on the first value consumption rate.

This step is similar to the foregoing step 120, in which case the calculation is specified according to the first value consumption rate. The first total value consumption data in the time window is similar to the foregoing, and is not described here.

Sub-step 255, determining whether the first total value consumption data is not greater than the remaining value data.

Sub-step 256, if the first total value consumption data is greater than the residual value data, then proceeds to sub-step 252.

If the first total value consumption data is greater than the residual value data, then the first value consumption rate is still too large at this time, and the first value consumption rate needs to be continuously decreased, and then the process returns to the sub-step 252 of performing the foregoing.

Sub-step 257: If the first total value consumption data is not greater than the remaining value data, adjust an advertisement delivery rate of the current time to the first advertisement delivery rate.

If the first total value consumption data is not greater than the remaining value data, it indicates that the first value consumption rate at this time is no longer too large, and then the first value consumption rate may not be continuously reduced, but directly obtained. The first ad serving rate is used as the ad serving rate at the current moment.

It should be noted that, in the embodiment of the present application, the foregoing sub-steps 251-252 may be performed before the sub-step 257 or before any of the sub-step 257, which is not limited in this embodiment of the present application.

Step 260: When the expected total consumption value is equal to the remaining value data, the advertisement delivery rate is not adjusted.

Obviously, if the expected total consumption value corresponding to the ad serving rate is equal to the remaining value data, it means that the ad serving rate is suitable at this time, so there is no need to adjust the ad serving rate.

Step 270: When the expected total consumption value is less than the surplus value data, determine whether a difference between the expected total consumption value and the surplus value data is greater than a first threshold.

In practical applications, if the expected total consumption value is less than the residual value data and the difference between the expected total consumption value and the surplus value data is small, the advertisement delivery rate may not be adjusted. Therefore, in the embodiment of the present application, when the expected total consumption value is less than the surplus value data, it is determined whether the difference between the expected total consumption value and the surplus value data is greater than the first threshold. The first threshold may be set before the step, or before any step before the step, according to requirements. The embodiment of the present application is not limited. Then, if the difference between the expected total consumption value and the surplus value data is not greater than the first threshold, the advertisement delivery rate may not be adjusted.

Of course, in the embodiment of the present application, if the expected total consumption value is greater than the residual value data, it may be determined whether the difference between the expected total consumption value and the surplus value data is greater than a second threshold. If the difference between the expected total value of consumption and the surplus value data is not greater than the second threshold, the ad placement rate is not adjusted; and if the difference between the expected total value of consumption and the remaining value data is greater than the second threshold, then step 250 is performed. The second threshold may be set before the step or before any step before the step, which is not limited in this embodiment. Moreover, the second threshold may be the same as the first threshold, or may be different, and the embodiment of the present application is not limited thereto.

Step 280: If the difference between the expected total consumption value and the surplus value data is not greater than the first threshold, the advertisement delivery rate is not adjusted.

Step 290: If the difference between the expected total value of the expected consumption and the remaining value data is greater than the first threshold, increase the advertising delivery rate until the estimated total consumption value corresponding to the increased advertising delivery rate is not greater than the remaining Value data, and the difference from the residual value data is not greater than the first threshold.

And if the difference between the expected total value of consumption and the surplus value data is greater than the first threshold, increasing the advertising delivery rate until the estimated total consumption value corresponding to the increased advertising delivery rate is not greater than the remaining value data, and the remaining value data The difference is not greater than the first threshold.

In the embodiment of the present application, the advertisement delivery rate may be increased according to the second preset speed, until the estimated total consumption value corresponding to the increased advertisement delivery rate is not greater than the remaining value data, and the difference from the remaining value data is not greater than the first The threshold value may also be gradually increased or gradually decreased to increase the advertisement delivery rate until the estimated total consumption value corresponding to the increased advertisement delivery rate is not greater than the remaining value data, and the difference from the remaining value data is not greater than the first threshold, etc. Wait. In the embodiment of the present application, the specific principle of increasing the advertisement delivery rate may be set according to requirements before the step or before any step before the step, which is not limited in this embodiment of the present application.

Optionally, in the embodiment of the present application, the advertisement delivery rate of the current time of the target advertisement account may be obtained; and the second ratio is taken from the advertisement delivery rate of the current time in a second ratio of the second specified value higher than the previous time. Second ad serving rate; multiplied by the second ratio by the current time price a value consumption rate, obtaining a second value consumption rate; calculating second total value consumption data within the specified time window according to the second value consumption rate; determining whether the second total value consumption data is less than the remaining value data, and expected consumption The difference between the total value and the surplus value data is greater than a first threshold; if the second total value consumption data is less than the remaining value data, and the difference between the second total value consumption data and the remaining value data is greater than a threshold value, the step of taking the second ratio of the second advertisement rate from the advertisement delivery rate of the current time in a second ratio higher than the previous specified value; if the second total value consumption data is not greater than the And the remaining value data, and the difference between the remaining value data and the remaining value data is not greater than the first threshold, and the advertising delivery rate at the current time is adjusted to be the second advertising delivery rate. The second ratio is greater than or equal to 1, and the second ratio and the second specified value may be set according to requirements before the step and before any step before the step, which is not required in the embodiment of the present application. limited. The second specified value may be the same as the above-mentioned specified value, or may be different, and the embodiment of the present application is not limited thereto.

Moreover, in the embodiment of the present application, the target value of the remaining value data of the target advertisement account may be monitored, and then the time difference between the time when the decrease value is added and the time when the decrease value is present may be obtained. The rate at which the value of the advertising account is currently consumed. Thereby improving the accuracy of the obtained value consumption rate.

In addition, in the embodiment of the present application, when the total expected value of the expected consumption is less than the remaining value data, it may be determined whether a difference between the total expected value of the expected consumption and the remaining value data is greater than a first threshold. And if the difference between the expected total consumption value and the surplus value data is not greater than the first threshold, the advertisement delivery rate is not adjusted. And if the difference between the expected total consumption value and the surplus value data is greater than the first threshold, increasing the advertisement delivery rate until the estimated total consumption value corresponding to the increased advertisement delivery rate is not greater than the remaining value data. And The difference between the residual value data is not greater than the first threshold. Thereby further improving the balancing effect on the advertising of the target advertising account.

Embodiment 3

Referring to FIG. 3, a flow chart of steps of an advertisement delivery rate adjustment method in an embodiment of the present application is shown.

Step 310: Obtain an advertisement delivery rate of the current time of the target advertisement account.

In practical applications, the value consumption rate of the target advertising account can be understood as the score of the ad delivery rate and the unit value data of the unit advertisement. For example, suppose the target advertising account has an ad serving rate of 10 at the current moment, and the unit value data of the unit advertising is 5, then the value consumption rate of the current advertising account at the current moment is 50. Then, in the embodiment of the present application, in order to obtain the value consumption rate of the current time of the target advertisement account, the advertisement delivery rate of the current time of the target advertisement account may be obtained first.

This step is specifically similar to the foregoing sub-step 251, and details are not described herein again.

Optionally, in the embodiment of the present application, the step 310 may further include:

Sub-step 311, monitoring a successful response 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 traffic, and the bid is generated after the bid is successful; The bid response includes advertising data for a target advertising account.

As mentioned above, in an actual application, the advertisement transaction platform generates a traffic request for the traffic of an advertisement slot in the SSP platform, that is, the foregoing traffic bid response, to the DSP platform, if the advertisement account in the DSP platform participates in the bidding of the traffic, The bid response is feedback, that is, the aforementioned bid response is to the ad exchange platform, the ad exchange can receive the bid response sent by multiple DSP platforms and perform the final bid, and the ad exchange will target the bid price included in each bid response. And after comparison, return the successful result of the response to the traffic. The bid response may include information such as an advertisement account identifier, an auction price, advertisement data, and an address of the advertisement data.

Therefore, in the embodiment of the present application, the successful response result returned by the advertisement transaction platform in the unit in the latest time period can be monitored, and the response success result corresponding to the target advertisement account is filtered out therefrom. Its The time unit in the present application may be set before the step or before any step before the step, which is not limited in this embodiment. For example, you can set the time unit to 1 hour, then you can monitor the successful response returned by the ad exchange in the current hour. Specifically, the success of the response returned by the ad exchange platform can be monitored by any available method or device, which is not limited in this embodiment of the present application.

Sub-step 312, extracting a successful response result belonging to the target advertising account from the response success result.

The response success result is used to inform the final auction successful advertising account, transaction price, and advertising data, etc., in response to the successful result must include the successful advertising account identifier. Therefore, in the embodiment of the present application, the success result of the response belonging to the target advertisement account can be extracted by judging whether the advertisement account identifier included in the response success result matches the target advertisement account.

Sub-step 313, according to the success result of the response belonging to the target advertisement account, the advertisement delivery rate of the current time of the target advertisement account is counted.

According to the successful result of the response to the target advertising account, the advertising amount of the target advertising account in a time unit can be obtained from the advertising data included in each response success result, and then the advertising amount is divided by the time unit to obtain the target advertisement. The rate at which the account is currently served.

Step 320: Calculate a value consumption rate of the current time of the target advertising account according to the unit value data of the unit advertisement delivery.

Optionally, in the embodiment of the present application, the step 320 may further include:

Sub-step 321 calculates the unit value data of the unit advertisement delivery according to the price of the advertisement data corresponding to each response success result.

As described above, if the success result of each response necessarily corresponds to the price of the advertisement data and the advertisement data, the unit value data of the unit advertisement delivery can be calculated based on the price of the advertisement data corresponding to each response success result. The unit value data of the specific unit advertisement delivery may be the sum of the price of the advertisement data corresponding to each successful result of the response divided by the sum of the advertisement data corresponding to the success result of each response.

For example, suppose that the response success result corresponding to the target advertising account in the current one time unit has a response success result 1, a response success result 2, a response success result 3, wherein the response success result 1 corresponds to the advertisement data is 1, the price is 20 , the response data corresponding to the successful result 2 is 1, the price The grid value is 40, and the response data corresponding to the successful result 3 is 2, and the price is 20, then the unit value data of the unit advertisement corresponding to the target advertisement account is (20+40+20)/(1+1+2), That is 20.

Sub-step 322, the unit value data of the unit advertisement delivery is multiplied by the advertisement delivery rate, and the value consumption rate of the current time of the target advertisement account is obtained.

After obtaining the unit value data of the advertisement, the unit value data of the unit advertisement can be multiplied by the advertisement delivery rate to obtain the value consumption rate of the current time of the target advertisement account.

In the embodiment of the present application, the value of the transaction value of each response success result corresponding to the target wide account in one time unit may be directly divided by a time unit, and the value consumption rate of the current time of the target advertisement account is obtained. The embodiment is not limited.

Step 330: Calculate expected total value consumption data within a specified time window according to the consumption value rate.

Step 340, comparing the expected total value of consumption with the current value data of the target advertising account corresponding to the specified time window.

Step 350: Adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Moreover, in the embodiment of the present application, the advertisement delivery rate of the current time of the target advertisement account may be obtained, and the value consumption rate of the current time of the target advertisement account is calculated according to the unit value data of the unit advertisement delivery. Thereby further improving the accuracy of the obtained value consumption rate.

Embodiment 4

Referring to FIG. 4, a flow chart of steps of an advertisement delivery rate adjustment method in an embodiment of the present application is shown.

Step 410: Monitor a successful response 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 traffic, and the bid is successful; The bid response includes advertising data for a targeted advertising account.

This step is similar to the foregoing sub-step 311, and details are not described herein again.

Step 420: Extract a successful response result belonging to the target advertisement account from the response success result.

This step is similar to the foregoing sub-step 312, and details are not described herein again.

Step 430: Calculate a value consumption rate of the current time of the target advertisement account according to the response success result belonging to the target advertisement account and the price of the advertisement data corresponding to the success result.

In the embodiment of the present application, according to the successful result of the response belonging to the target advertisement account, the price of the advertisement data corresponding to each successful result of the response may be obtained, and then the sum of the prices of the advertisement data corresponding to the success result of each response is calculated by dividing by a time unit. That is, the value consumption rate of the current time of the target advertising account can be obtained.

Step 440: Calculate expected total value consumption data within a specified time window according to the consumption value rate.

Step 450: Compare the expected total consumption value with current value data of the target advertising account corresponding to the specified time window.

Step 460: When the advertisement delivery rate is lowered, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is reduced.

In the embodiment of the present application, if it is required to reduce the advertisement delivery rate, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account may be reduced, thereby reducing the target advertisement account. Ad serving rate. For example, if the original advertising data for the target advertising account is selected at 50%, it can be reduced to 30%. In the embodiment of the present application, the specific rule for reducing the selection ratio may be set according to requirements, which is not limited in this embodiment of the present application.

Step 470: When the advertisement delivery rate is increased, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is increased.

Then, if the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is increased, so that the advertisement delivery rate of the target advertisement account can be improved. Therefore, in the embodiment of the present application, when the advertisement delivery rate is increased, the selection ratio of the advertisement data of the target advertisement account may be increased after the demand side platform receives the traffic sent by the advertisement transaction platform. For example, if the original advertising data for the target advertising account is selected at 50%, it can be increased to 60%. In the embodiment of the present application, the specific rule for increasing the selection ratio may be set according to requirements, and the embodiment of the present application is not limited.

In addition, in the embodiment of the present application, when the advertisement delivery rate is lowered, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is reduced. When the advertisement delivery rate is increased, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is increased. Thereby improving the convenience of adjusting the advertisement delivery rate.

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 5

An advertisement delivery rate adjustment apparatus provided by an embodiment of the present application is described in detail.

Referring to FIG. 5, a structural diagram of an advertisement delivery rate adjustment apparatus in an embodiment of the present application is shown. intention.

The value consumption rate obtaining module 510 is configured to obtain a value consumption rate of the current time of the target advertising account.

The expected total value consumption data calculation module 520 is configured to calculate expected total value consumption data within a specified time window based on the consumption value rate.

The comparing module 530 is configured to compare the expected total consumption value with the current value of the target advertising account corresponding to the specified time window.

The advertisement delivery rate adjustment module 540 is configured to adjust an advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Embodiment 6

Referring to FIG. 6, a schematic structural diagram of an advertisement delivery rate adjusting apparatus in an embodiment of the present application is shown.

The value consumption rate obtaining module 610 is configured to obtain a value consumption rate of the current time of the target advertising account.

Optionally, in the embodiment of the present application, the value consumption rate obtaining module 610 may further include:

The reduced value monitoring sub-module 611 is configured to monitor a reduced value of the remaining value data of the target advertising account.

The first value consumption rate obtaining sub-module 612 is configured to obtain the value 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. rate.

The expected total value consumption data calculation module 620 is configured to calculate expected total value consumption data within a specified time window according to the consumption value rate.

The comparison module 630 is configured to compare the expected total consumption value with current value data of the target advertising account corresponding to the specified time window.

The advertisement delivery rate adjustment module 640 is configured to adjust an advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Optionally, in the embodiment of the present application, the advertisement delivery rate adjustment module 640 may further include:

The advertisement delivery rate reduction sub-module 641 is configured to reduce the advertisement delivery rate when the total expected value of the expected consumption is greater than the remaining value data, until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the Residual value data.

Optionally, in the embodiment of the present application, the advertisement delivery rate reduction sub-module 641 may further include:

The advertisement delivery rate obtaining unit is configured to obtain an advertisement delivery rate of the current time of the target advertisement account.

The first advertisement delivery rate obtaining unit is configured to take the first advertisement delivery rate of the first ratio from an advertisement delivery rate of the current time in a first ratio lower than a previous specified value.

The first value consumption rate obtaining unit is configured to obtain the first value consumption rate by multiplying the first ratio by the value consumption rate of the current time.

The first total value consumption data calculation unit is configured to calculate the first total value consumption data within the specified time window according to the first value consumption rate.

a determining unit, configured to determine whether the first total value consumption data is not greater than the remaining value data; if the first total value consumption data is greater than the remaining value data, enter a first advertisement delivery rate obtaining unit; If the first total value consumption data is not greater than the remaining value data, the advertisement delivery rate adjustment unit is entered.

The advertisement delivery rate adjustment unit is configured to adjust the advertisement delivery rate of the current moment to be the first advertisement delivery rate.

a first advertisement delivery rate retention sub-module 642, configured to: when the expected total consumption value is equal to If the residual value data is described, the advertisement delivery rate is not adjusted.

The determining sub-module 643 is configured to determine, when the expected total consumption value is less than the residual value data, whether the difference between the expected total consumption value and the residual value data is greater than a first threshold.

The second advertisement delivery rate retention sub-module 644 is configured to not adjust the advertisement delivery rate if the difference between the expected total consumption value and the residual value data is not greater than a first threshold.

The advertisement delivery rate increasing sub-module 645 is configured to: if the difference between the expected total value of the expected consumption and the remaining value data is greater than a first threshold, increase the advertising delivery rate until an expected consumption corresponding to the increased advertising delivery rate The total value is not greater than the residual value data, and the difference from the residual value data is not greater than the first threshold.

In addition, in the embodiment of the present application, when the total expected value of the expected consumption is less than the remaining value data, it may be determined whether a difference between the total expected value of the expected consumption and the remaining value data is greater than a first threshold. And if the difference between the expected total consumption value and the surplus value data is not greater than the first threshold, the advertisement delivery rate is not adjusted. And if the difference between the expected total consumption value and the surplus value data is greater than the first threshold, increasing the advertisement delivery rate until the estimated total consumption value corresponding to the increased advertisement delivery rate is not greater than the remaining value data. And the difference from the residual value data is not greater than the first threshold. Thereby further improving the balancing effect on the advertising of the target advertising account.

Example 7

Referring to FIG. 7, a schematic structural diagram of an advertisement delivery rate adjusting apparatus in an embodiment of the present application is shown.

The value consumption rate obtaining module 710 is configured to obtain a value consumption rate of the current time of the target advertising account.

Optionally, in the embodiment of the present application, the value consumption rate obtaining module 710 may further include:

The advertisement delivery rate obtaining sub-module 711 is configured to obtain an advertisement delivery rate of the current time of the target advertisement account.

Optionally, in the embodiment of the present application, the advertisement delivery rate obtaining sub-module 711, the new step may include:

The success result monitoring unit is configured to monitor a successful response result returned by the ad exchange in the unit in the latest time; the successful result of the response is successful after the auction platform receives the bid response sent by the demand side platform for each traffic. Post-generation; the bid response includes advertisement data of a target advertisement account.

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

The advertisement delivery rate statistics unit 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 second value consumption rate obtaining sub-module 712 is configured to calculate a value consumption rate of the current time of the target advertising account according to the unit value data of the unit advertisement delivery.

Optionally, in the embodiment of the present application, the second value consumption rate obtaining sub-module 712 may further include:

The unit value data calculation unit is configured to calculate the unit value data of the unit advertisement delivery according to the price of the advertisement data corresponding to each response success result.

The value consumption rate obtaining unit is configured to multiply the unit value data of the unit advertisement delivery by the advertisement delivery rate to obtain the value consumption rate of the current time of the target advertisement account.

The expected total value consumption data calculation module 720 is configured to calculate the index according to the consumption value rate The expected total value consumption data within a fixed time window.

The comparison module 730 is configured to compare the expected total consumption value with current value data of the target advertising account corresponding to the specified time window.

The advertisement delivery rate adjustment module 740 is configured to adjust an advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Example eight

Referring to FIG. 8, a schematic structural diagram of an advertisement delivery rate adjusting apparatus in an embodiment of the present application is shown.

The value consumption rate obtaining module 810 is configured to obtain a value consumption rate of the current time of the target advertising account.

Optionally, in the embodiment of the present application, the value consumption rate obtaining module 810 may further include:

The response success result monitoring sub-module 811 is configured to monitor a successful response result returned by the ad exchange platform in the latest time unit; the response success result is received by the ad exchange platform after receiving the bid response sent by the demand side platform for each traffic. The auction is generated after the bid is successful; the bid response includes advertisement data of a target advertisement account.

The response success result extraction sub-module 812 is configured to extract a response success result belonging to the target advertisement account from the response success result.

The third value consumption rate acquisition sub-module 813 is configured to calculate a value consumption rate of the current time of the target advertisement account according to the response success result belonging to the target advertisement account and the price of the advertisement data corresponding to the success result.

The expected total value consumption data calculation module 820 is configured to calculate expected total value consumption data within a specified time window based on the consumption value rate.

The comparison module 830 is configured to compare the expected total consumption value with the current value of the target advertising account corresponding to the specified time window.

The advertisement delivery rate adjustment module 840 is configured to adjust an advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Optionally, in the embodiment of the present application, the advertisement delivery rate adjustment module 840 may further include:

The first advertisement delivery rate adjustment sub-module 841 is configured to reduce the selection ratio of the advertisement data of the target advertisement account after the demand-side platform receives the traffic sent by the advertisement transaction platform when the advertisement delivery rate is lowered.

The second advertisement delivery rate adjustment sub-module 842 is configured to: when the demand side platform receives the traffic sent by the advertisement transaction platform, increase the selection ratio of the advertisement data of the target advertisement account.

Example nine

An advertisement delivery rate adjustment device provided by an embodiment of the present application is described in detail.

Referring to FIG. 9, a schematic structural diagram of an advertisement delivery rate adjustment device in an embodiment of the present application is shown. The device 900 may specifically include:

The memory 910 is loaded with a plurality of executable instructions;

The processor 920 executes the plurality of executable instructions; the plurality of executable instructions include a method of performing the following steps:

Further, in the embodiment of the present application, the advertisement delivery rate of the current time of the target advertisement account may be obtained, and the value consumption rate of the current time of the target advertisement account is calculated according to the unit value data of the unit advertisement delivery. Thereby further improving the accuracy of the obtained value consumption rate.

Secondly, in the embodiment of the present application, when the advertisement delivery rate is lowered, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is reduced. When the advertisement delivery rate is increased, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is increased. Thereby improving the convenience of adjusting the advertisement delivery rate.

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 ad placement rate adjustment 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 10 illustrates a server that can implement ad delivery rate adjustment in accordance with the present invention. The server conventionally includes a processor 1010 and a computer program product or computer readable medium in the form of a memory 1020. The memory 1020 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. The memory 1020 has a memory space 1030 for executing program code 1031 of any of the above method steps. For example, storage space 1030 for program code may include various program code 1031 for implementing various steps in the above methods, respectively. These program codes can be from one or more computers Read or write to the one or more computer program products in the program product. These computer program products include program code carriers such as hard disks, compact disks (cD), 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 1020 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 1031', i.e., code that can be read by, for example, a processor such as 1010, which when executed by the server causes the server to perform various steps in the methods described above.

"an embodiment," or "an embodiment," or "an embodiment," In addition, it is noted that the phrase "in one embodiment" is not necessarily referring to the same embodiment.

In the description provided herein, numerous specific details are set forth. 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 invention and are not intended to be limiting, and that the invention may be devised 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. For the scope of the present invention, the present invention The disclosure is intended to be illustrative, and not restrictive, and the scope of the invention is defined by the appended claims.

Claims

A method for adjusting an advertisement delivery rate, including:

Obtaining the value consumption rate of the current time of the target advertising account;

Calculating expected total value consumption data within a specified time window based on the consumption value rate;

Comparing the expected total consumption value with current value data of the target advertising account corresponding to the specified time window;

The ad delivery rate for each ad for the target ad account is adjusted based on the comparison.
The method of claim 1, wherein the step of obtaining a value consumption rate of the current time of the target advertising account comprises:

Monitoring the 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 step of obtaining a value consumption rate of the current time of the target advertising account comprises:

Obtain the ad delivery rate of the current advertising account at the current moment;

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 3, wherein the step of obtaining an advertisement delivery rate of the current time of the target advertising account comprises:

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 traffic, and the auction is successful; the bid response includes Advertising data of 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 advertising delivery rate of the current advertising account at the current moment.
The method according to claim 4, wherein the calculating the value consumption rate of the current time of the target advertising account according to the unit value data of the unit advertisement delivery comprises:

Calculating the unit value data of the unit advertisement delivery according to the price of the advertisement data corresponding to each response success result;

The unit value data of the unit ad delivery is multiplied by the ad delivery rate to obtain the value consumption rate of the current time of the target advertising account.
The method of claim 1, wherein the step of obtaining a value consumption rate of the current time of the target advertising account comprises:

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 traffic, and the auction is successful; the bid response includes Advertising data of a target advertising account;

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

Calculating a value consumption rate of the current time of the target advertisement account according to the response success result belonging to the target advertisement account and the price of the advertisement data corresponding to the success result.
The method of claim 1, wherein the step of adjusting an advertisement delivery rate for each advertisement of the target advertisement account according to the comparison result comprises:

When the expected total consumption value is greater than the surplus value data, the advertisement delivery rate is decreased until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the remaining value data.
The method according to claim 7, wherein the step of reducing the advertisement delivery rate until the expected total value consumption data corresponding to the reduced advertisement delivery rate is smaller than the remaining value data comprises:

Obtain the ad delivery rate of the current advertising account at the current moment;

Taking the first advertising rate of the first ratio from the advertising rate of the current time in a first ratio lower than the previous specified value;

Multiplying the first ratio by the value consumption rate of the current time to obtain a first value consumption rate;

Calculating a first total value consumption data within a specified time window according to the first value consumption rate;

Determining whether the first total value consumption data is not greater than the surplus value data;

If the first total value consumption data is greater than the remaining value data, enter a first ratio lower than a previous specified value, and take the first ratio of the first advertisement delivery rate from the current time of the advertisement delivery rate. Step

If the first total value consumption data is not greater than the remaining value data, adjusting an advertisement delivery rate of the current time is the first advertisement delivery rate.
The method according to claim 7, wherein the step of adjusting the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result comprises:

When the expected total consumption value is equal to the remaining value data, the advertisement delivery rate is not adjusted;

Determining, when the expected total consumption value is less than the residual value data, determining whether a difference between the expected total consumption value and the surplus value data is greater than a first threshold;

If the difference between the expected total consumption value and the surplus value data is not greater than the first threshold, the advertisement delivery rate is not adjusted;

If the difference between the expected total consumption value and the surplus value data is greater than the first threshold, increasing the advertisement delivery rate until the estimated total consumption value corresponding to the increased advertisement delivery rate is not greater than the remaining value data, And the difference from the residual value data is not greater than the first threshold.
The method according to any one of claims 1 to 9, wherein the step of adjusting an advertisement delivery rate for each advertisement of the target advertisement account according to the comparison result comprises:

When the advertisement delivery rate is lowered, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is reduced;

When the advertisement delivery rate is increased, after the demand side platform receives the traffic sent by the advertisement transaction platform, the selection ratio of the advertisement data of the target advertisement account is increased.
An advertisement delivery rate adjustment device includes:

a value consumption rate obtaining module, configured to obtain a value consumption rate of the current time of the target advertising account;

An expected total value consumption data calculation module, configured to calculate expected total value consumption data within a specified time window according to the consumption value rate;

a comparison module, configured to compare the expected total consumption value with current value data of the target advertising account corresponding to the specified time window;

The advertisement delivery rate adjustment module is configured to adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.
The device of claim 11, wherein the value consumption rate acquisition module comprises:

a reduced value monitoring sub-module for monitoring a reduced value of the remaining value data of the target advertising account;

a first value consumption rate obtaining submodule, configured to divide the time value difference between the time when the lowering value occurs and the time when the lowering value occurs, to obtain a value consumption rate of the current time of the target advertising account .
The device of claim 11, wherein the value consumption rate acquisition module comprises:

The advertisement delivery rate acquisition sub-module is configured to obtain an advertisement delivery rate of the current advertisement account at the current moment;

The second value consumption rate obtaining submodule is configured to calculate a value consumption rate of the current time of the target advertising account according to the unit value data of the unit advertisement delivery.
The device according to claim 13, wherein the advertisement delivery rate acquisition sub-module comprises:

The success result monitoring unit is configured to monitor a successful response result returned by the ad exchange in the unit in the latest time; the successful result of the response is successful after the auction platform receives the bid response sent by the demand side platform for each traffic. Post-production; the bid response includes advertisement data of a target advertisement account;

a response success result extraction unit, configured to extract a response success result belonging to the target advertisement account from the response success result;

The advertisement delivery rate statistics unit 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 apparatus of claim 14, wherein the second value consumption rate acquisition sub-module comprises:

a unit value data calculation unit, configured to calculate unit value data of the unit advertisement delivery according to the price of the advertisement data corresponding to each response success result;

The value consumption rate obtaining unit is configured to multiply the unit value data of the unit advertisement delivery by the advertisement delivery rate to obtain the value consumption rate of the current time of the target advertisement account.
The device of claim 11, wherein the value consumption rate acquisition 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 determined by the ad exchange after receiving the bid response sent by the demand side platform for each traffic Generated after successful; the bid response includes advertisement data of a target advertising 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;

The third value consumption rate obtaining sub-module is configured to calculate a value consumption rate of the current time of the target advertising account according to the response success result belonging to the target advertising account and the price of the advertising data corresponding to the successful result.
The device according to claim 11, wherein the advertisement delivery rate adjustment module comprises:

An advertisement delivery rate reduction submodule, configured to reduce the advertisement delivery rate when the expected total consumption value is greater than the remaining value data, until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the remaining Value data.
The device according to claim 17, wherein the advertisement delivery rate reduction sub-module comprises:

An advertisement delivery rate obtaining unit, configured to obtain an advertisement delivery rate of the current time of the target advertisement account;

a first advertisement delivery rate obtaining unit, configured to take the first advertisement delivery rate of the first ratio from an advertisement delivery rate of a current time in a first ratio lower than a previous specified value;

a first value consumption rate obtaining unit, configured to multiply the first rate by a value consumption rate of the current time to obtain a first value consumption rate;

a first total value consumption data calculation unit, configured to calculate first total value consumption data within a specified time window according to the first value consumption rate;

a determining unit, configured to determine whether the first total value consumption data is not greater than the remaining value data; if the first total value consumption data is greater than the remaining value data, enter a first wide Reporting a rate-acquisition unit; if the first total value consumption data is not greater than the remaining value data, entering an advertisement delivery rate adjustment unit;

The advertisement delivery rate adjustment unit is configured to adjust the advertisement delivery rate of the current moment to be the first advertisement delivery rate.
The device according to claim 17, wherein the advertisement delivery rate adjustment module comprises:

a first advertisement delivery rate retention submodule, configured to not adjust the advertisement delivery rate when the expected total consumption value is equal to the remaining value data;

a determining submodule, configured to determine, when the expected total consumption value is less than the residual value data, whether a difference between the expected total consumption value and the surplus value data is greater than a first threshold;

a second advertisement delivery rate retention submodule, configured to not adjust the advertisement delivery rate if a difference between the expected total consumption value and the surplus value data is not greater than a first threshold;

An advertisement delivery rate increasing submodule, configured to increase the advertisement delivery rate until the increased advertising delivery rate corresponds to an expected total consumption if the difference between the expected total consumption value and the residual value data is greater than a first threshold The value is not greater than the residual value data, and the difference from the residual value data is not greater than the first threshold.
The device according to any one of claims 11 to 19, wherein the advertisement delivery rate adjustment module comprises:

a first advertisement delivery rate adjustment submodule, configured to reduce a selection ratio of advertisement data of the target advertisement account after the demand side platform receives the traffic sent by the advertisement transaction platform when the advertisement delivery rate is lowered;

The second advertisement delivery rate adjustment submodule is configured to increase the selection ratio of the advertisement data of the target advertisement account after the demand side platform receives the traffic sent by the advertisement transaction platform when the advertisement delivery rate is increased.
An advertisement delivery rate adjustment device, including:

a memory loaded with a plurality of executable instructions;

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

Obtaining the value consumption rate of the current time of the target advertising account;

Calculating expected total value consumption data within a specified time window based on the consumption value rate;

Comparing the expected total consumption value with current value data of the target advertising account corresponding to the specified time window;

The ad delivery rate for each ad for the target ad account is adjusted based on the comparison.
A computer program comprising computer readable code that, when run on a server, causes the server to perform an ad delivery rate adjustment method according to any of claims 1-10.
A computer readable medium storing the computer program of claim 22.