WO2018149371A1 - Procédé et appareil d'attribution de flux et de service pour ordre d'informations push, et support de stockage - Google Patents

Procédé et appareil d'attribution de flux et de service pour ordre d'informations push, et support de stockage Download PDF

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Publication number
WO2018149371A1
WO2018149371A1 PCT/CN2018/076226 CN2018076226W WO2018149371A1 WO 2018149371 A1 WO2018149371 A1 WO 2018149371A1 CN 2018076226 W CN2018076226 W CN 2018076226W WO 2018149371 A1 WO2018149371 A1 WO 2018149371A1
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Prior art keywords
order
supply node
traffic
ratio
supply
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PCT/CN2018/076226
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English (en)
Chinese (zh)
Inventor
刘磊
陈戈
徐澜
江志
金伟
张弘
赵鹏昊
黄伟
黄东波
姜磊
朱思宇
谷俊青
游乐
魏望
洪福兴
陈怡然
李世强
江进
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腾讯科技（深圳）有限公司
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Publication of WO2018149371A1 publication Critical patent/WO2018149371A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

Definitions

  • the present application relates to the field of Internet technologies, and in particular, to a traffic of an information order, a service distribution method, an apparatus, and a storage medium.
  • the application provides a flow of information, a service distribution method, a device and a storage medium for pushing information orders, so as to solve the technical problem of how to allocate traffic for an order when the order has frequency control requirements.
  • the application provides a traffic distribution method for a push information order, which is applied to a traffic distribution server, and includes:
  • the supply node sends the traffic distribution ratio to each order to the push server, so that the push server performs the menu processing according to the traffic distribution ratio.
  • the application also provides a service allocation method for pushing an information order, which is applied to a traffic distribution server, and includes:
  • the application also provides a traffic distribution device for pushing an information order, comprising one or more processors and one or more memories, the one or more memories comprising computer readable instructions configured by the one or one
  • the above processor executes to implement:
  • the supply node sends the traffic distribution ratio to each order to the push server, so that the push server performs the menu processing according to the traffic distribution ratio.
  • the application also provides a service distribution device for pushing an information order, comprising one or more processors and one or more memories, the one or more memories comprising computer readable instructions configured by the one or one
  • the above processor executes to implement:
  • the embodiment of the present application further provides a non-transitory computer readable storage medium storing computer readable instructions, which can cause at least one processor to perform the method as described above.
  • 1A is a system architecture diagram related to an example of the present application.
  • 1B is a detailed system architecture diagram related to an embodiment of the present application.
  • Figure 2 shows the relationship between the supply node and the demand node
  • FIG. 3 is a flow chart of a method for distributing traffic of an information order in an example of the present application
  • FIG. 5 is a flowchart of determining a traffic distribution ratio in an example of the present application.
  • FIG. 6 is a flowchart of calculating a save requirement constraint parameter in an example of the present application.
  • FIG. 7 is a flowchart of a service allocation method for pushing an information order in an example of the present application.
  • FIG. 9 is a schematic diagram of a traffic distribution device for pushing information orders in an example of the present application.
  • FIG. 10 is a schematic diagram of a service distribution apparatus for pushing an information order in an example of the present application.
  • FIG. 11 is a schematic structural diagram of a computing device in an example of the present application.
  • the online push information display service (such as the display of online advertisements) can be realized by an order that guarantees the flow (ie, the number of exposures).
  • the media party (Publisher, also known as the supplier SSP) responsible for displaying the push information guarantees a predetermined number of exposures that satisfy the targeting predicates to the demanding party (such as the advertiser Advertiser).
  • the orientation describes the target audience characteristics of the push information corresponding to the order, and an impression of the push information to the user is referred to as an exposure.
  • the core issue in the CPM (Cost Per Impressions) contract advertising system is how to allocate an available ad exposure, that is, a set of orders with contractual and audience targeting constraints.
  • each order is allocated advertising traffic according to its audience targeting constraints and demand, so that all orders are not lacking or the overall deficiency is the smallest, wherein no shortage refers to the number of times within the frequency control request of the order is Delivery, the overall lack of minimum means that the total deficiencies of all orders are the smallest.
  • FIG. 1A is a structural diagram of a system involved in an example of the present application. As shown in FIG. 1A, the system includes at least a traffic estimation module 101, a traffic distribution module 102, a push server 103, and a data module 104.
  • the system architecture includes a push server 103, a DSP 103, and a client 105 and a traffic distribution server 107.
  • the traffic distribution server 107 includes a traffic estimation module 101, a traffic distribution module 102, and data. Module 104, traffic distribution server 107 is used to determine the traffic distribution ratio of the order.
  • the traffic distribution server 107, the push server 103, the DSP 106, and the client 105 are connected via the Internet.
  • the client may be an application client on the terminal device, for example, a social application APP, a browser, or the like.
  • the terminal device may be a portable terminal device such as a mobile phone, a tablet, a palmtop computer, a wearable device, a PC such as a desktop computer or a notebook computer, or a smart device having an Internet access capability and a display interface, such as a smart TV. .
  • a portable terminal device such as a mobile phone, a tablet, a palmtop computer, a wearable device, a PC such as a desktop computer or a notebook computer, or a smart device having an Internet access capability and a display interface, such as a smart TV.
  • each user accesses some websites through the client 105, such as browsing a webpage or watching an online video, etc., wherein a display space for displaying push information exists on the media resource displayed on the client 105, when the client 105 When the media resource is displayed, the client 105 sends a push request to the push server 103.
  • the push request carries the identifier of the audience user and the display bit information, and the push server 103 (for example, the advertisement server for placing the Internet advertisement) receives the push request, sends the push request to the traffic distribution server 107, and the traffic distribution server 107 pushes according to the push.
  • the user identifier in the request acquires the feature tag of the user, and matches the push request to a supply node according to the feature tag and the display bit information of the user, thereby determining one or more orders that are aligned with the supply node.
  • the traffic distribution server 107 returns the traffic distribution ratio of the directed node for each order.
  • the push server 103 selects an order according to the traffic distribution ratio of each order in the one or more orders, and sends the selected order to the DSP 106, and the order received by the receiving DSP 106 is sent to the client 105 of the corresponding user for display.
  • the push server 103 also sends the push data to the data module 104 as historical exposure data, and transmits the push data to the traffic distribution module 102, so that the traffic distribution module updates the current subscription amount of each order.
  • the traffic estimation module 101 may estimate the traffic of each supply node according to the historical exposure data acquired from the data module 104 to obtain the estimated traffic of each supply node, and the traffic distribution module 102 according to the received exposure request from the push server 103 ( Also referred to as a push request, a supply node that is directed to match the exposure request is obtained, thereby determining an order that is aligned with the supply node.
  • the traffic distribution module 102 further receives the estimated traffic of each of the supply nodes from the traffic estimation module 101, calculates a traffic distribution ratio of the order, and sends the traffic distribution ratio to the push server 103, and the push server 103 can
  • the traffic distribution ratio performs a menu processing for these orders, and can provide information push services based on the menu results (for example, the process in which the advertisement server can perform subsequent advertisement push according to the menu results).
  • traffic estimation module 101 and traffic distribution module 102 estimate traffic and complete traffic distribution based on an inventory model.
  • This inventory model describes each supply node and its corresponding estimated traffic.
  • One supply node also called a flow unit
  • the estimated flow rate is the estimated exposure amount under the orientation condition corresponding to the supply node, and various information of the supply node is determined according to the historical exposure data (can be obtained by statistics or estimated by a method).
  • an order can also be characterized by a demand node, which corresponds to the ordering of the order and the demand quantity (ie, the order quantity of the order).
  • Figure 2 shows the relationship between the supply node and the demand node.
  • the orientation information (also called user dimension information) of the supply node 1 is ⁇ Beijing, Sports ⁇ , which represents the user who visits the sports channel from Beijing, and the corresponding estimated traffic is 8M, which means that there is such orientation information ⁇ Beijing , the number of user visits (ie, the number of exposures counted based on historical exposure data, also known as the number of exposures) is 8M.
  • the orientation of the demand node 1 is ⁇ sports ⁇ , which represents the user who accesses the sports channel, and the corresponding subscription amount is 15M, which means that the number of times the corresponding order is required to be exposed to the user who accesses the sports channel is 15M.
  • the orientation information of the supply node is consistent with the orientation of the demand node, and it may be considered to expose the order corresponding to the demand node to the user corresponding to the supply node. It is a key issue in information push to specifically allocate the traffic of each supply node to each demand node, and to meet the orientation constraints and reservation quantity requirements of the demand nodes.
  • traffic distribution is performed through a traffic distribution scheme based on an optimization model, but it does not consider frequency control and cannot be directly applied to push of information push orders with frequency requirements.
  • the frequency ratio model is used for traffic distribution, which is only applied to the heuristic method HWM model, and the allocation result of the traffic allocation using the frequency ratio module is not optimal.
  • the present application provides a traffic distribution method for pushing information orders, which can be applied to the traffic distribution server 107, and is specifically applicable to the traffic distribution module 102.
  • the method includes the following steps:
  • Step 301 Acquire information of each order, where the information includes orientation information and frequency requirements of the order.
  • the order describes the target audience characteristics agreed by the media party and the demand side, that is, the orientation information of the order.
  • the demand side and the media side also agree on the predetermined number of exposures for an order.
  • the order orientation is ⁇ Sports ⁇ , which means that the user who is directed to access the sports channel has a corresponding booking amount of 15M, which means that the number of times the corresponding order is required to be exposed to the user who accesses the sports channel is 15M.
  • the order information also includes the frequency requirement for the order, which is the number of exposures required for the order within a fixed time period required by the order.
  • the order information includes the importance of the order and the unit price of the order for the unexposure traffic.
  • Step 302 For each order, determine each supply node that matches the orientation information of the order, and determine the expected traffic distribution of the order for each of the supply nodes if the frequency requirement of the order is met. proportion.
  • the frequency ratio represents a proportion of the traffic available to the order in the traffic provided by each of the supply nodes; determining, according to the frequency ratio of each of the supply nodes, the expected traffic distribution ratio of each of the supply nodes to the order, wherein
  • the desired traffic distribution ratio is used to characterize the ratio of the predetermined amount of the order to the sum of the traffic available to the order among the flows provided by each supply node. For example, when the predetermined amount of an order is 10 times, the sum of the flows that each supply node can use to place the order is 20 times, then a value of 10/20 can be used as the desired traffic distribution ratio.
  • each supply node that matches the orientation information for the order is determined. For example, in Figure 2, for an order oriented ⁇ sports ⁇ , the supply nodes that match the orientation information for the order are supply nodes 1, 2, 3. Calculating the ratio of the desired traffic distribution of each of the supply nodes corresponding to the order with respect to the order, the expected traffic distribution ratio being obtained by the traffic reservation amount of the order and the available traffic of the order at each supply node.
  • the frequency ratio of each supply node to the order is determined according to the frequency requirement of the order, and the frequency ratio represents a proportion of the traffic available to the order among the flows provided by each supply node.
  • the frequency requirement of a fixed order time is 3 times
  • the estimated flow rate of a supply node matching the order orientation is 10 times
  • the flow rate of the order can be used 3 times
  • the supply node is for the order.
  • the frequency ratio is 0.3.
  • the expected traffic distribution ratio of each supply node to the order is determined. Allocating traffic for the order, that is, the predetermined amount of the order is evenly distributed to the available traffic.
  • each supply and demand node also needs to meet some constraints, and the actual traffic distribution ratio may differ from the expected traffic distribution ratio. However, the deviation between the actual flow distribution ratio and the expected flow distribution ratio can be minimized.
  • the available traffic is used to display the traffic of the order at each supply node after considering the frequency requirement of the order.
  • Step 303 For any order, determining, according to the expected traffic distribution ratio of the order for each of the supply nodes corresponding to the orientation information of the order, determining the frequency requirement of the order and the flow supply and demand constraints In the case, each of the matching supply nodes allocates a proportion of the traffic used by the push server menu for the order.
  • step 303 performing, for any order, determining, for each of the supply nodes, the ratio of the desired traffic distribution for the order and the frequency ratio of each of the supply nodes that match the orientation information of the order
  • the traffic distribution ratio of the order is sent to the push server by the supply node for the traffic distribution ratio of each order, so that the push server performs the menu processing according to the traffic distribution ratio.
  • the traffic distribution method of the push information order provided by the application is based on the estimated flow rate of the supply node, and the flow distribution ratio under the frequency control condition is solved, which can be applied to the push information order with the frequency control requirement, so that the frequency control condition is Order placement is more reasonable, reducing the order replenishment rate.
  • the provisioning node corresponds to a user dimension or a combination of dimensions, or corresponds to a user.
  • the determined traffic distribution ratio of the order is a user's traffic distribution for the order. Proportion; when the supply node corresponds to a user dimension or a combination of dimensions, the determined traffic distribution ratio of the order is a traffic ratio of a user dimension or a combination of dimensions for the order.
  • the traffic at the supply node is the traffic of all users under the same targeting condition, so that all users under the same targeting condition use the same traffic distribution ratio regardless of the number of accesses.
  • the order frequency is limited to 3, then for a user with 10 visits, the traffic distribution ratio should be 0.3 (ie 30% exposure can be used to display the order), and for a visit 3 Or fewer users, the frequency ratio should be 1, but if the two users are in the same orientation, they will use a common traffic distribution ratio, such as 0.5, which is obviously for both users. Not suitable.
  • the traffic distribution can obtain the traffic distribution ratio based on the user level, and the traffic distribution ratio based on the user level can make the frequency control requirement in the order delivery accurate to the user.
  • the traffic distribution server 107 stores the traffic predetermined amount of each order and the estimated traffic of each supply node, wherein the estimated traffic of each supply node is determined according to historical exposure data corresponding to the supply node.
  • the supply node 1 corresponds to the user who accesses sports in Beijing, and the user who determines the access history of Beijing according to the historical exposure data is 8M, and the estimated traffic of the supply node 1 is 8M.
  • the ratio of the frequency of each of the supply nodes to the order is determined according to the frequency ratio of the each supply node to the order, as shown in FIG. 4, the following steps may be included:
  • Step 401 Determine, according to the frequency ratio of each supply node to the order, the available traffic provided by the each supply node for the order.
  • the available traffic of the order is determined according to the frequency ratio of the each supply node to the order and the estimated traffic of the each supply node.
  • Step 402 For each supply node, determine a desired traffic distribution ratio of the supply node to the order according to the available traffic, the frequency ratio, the traffic reservation amount of the order, and the estimated traffic of the supply node.
  • step 402 performing, for each supply node, determining, according to the available traffic of the order, the frequency ratio of the supply node to the order, the traffic reservation amount of the order, and the estimated traffic of the supply node, The supply node allocates a ratio of desired traffic to the order.
  • the desired traffic distribution ratio is that it is desirable to distribute the predetermined amount of the order evenly to the available traffic, which can be obtained by the ratio of the traffic booking amount of the order to the available traffic of the order.
  • the available traffic S j ' corresponding to the order j determines that the available traffic is by the following formula (1):
  • the expected flow distribution ratio t ij of the supply node i for the order j is determined by the following formula (2):
  • s i is the estimated traffic of the supply node i
  • f ij is the frequency ratio of the supply node i to the order j
  • ⁇ (j) is a set of supply nodes corresponding to the orientation information of the order j
  • d j is the order j traffic booking amount.
  • the supply node i determines the traffic distribution ratio x ij used for the push server menu of the order j by the model represented by the following formula (3).
  • the actual traffic distribution ratio in the case where the actual traffic distribution ratio is deviated from the expected traffic distribution ratio and the penalty for the undistributed traffic of the order is minimized is calculated.
  • s i is the estimated traffic of the supply node i
  • V j is the importance of the order j
  • t ij is the expected traffic distribution ratio of the supply node i for the order j
  • ⁇ j is the undelivered traffic of the order j
  • p j is The penalty unit price of the undelivered traffic
  • J is the order set
  • d j is the traffic booking amount of the order j
  • f ij is the frequency ratio of the supply node i to the order j
  • the frequency ratio is characterized by satisfying the frequency requirement of the order j
  • the traffic provided by the node i is available for the traffic proportion of the order j
  • ⁇ (j) is a set of supply nodes corresponding to the orientation information of the order j
  • ⁇ (i) is the directional information corresponding to the supply node i.
  • the traffic distribution model can also include non-negative constraints, such as the following formulas (7) and (8):
  • the frequency ratio of a supply node to an order is determined by:
  • the ratio of the frequency requirement value of the order to the estimated flow rate of the supply node is used as the frequency ratio of the supply node to the order.
  • the supply node corresponds to a user dimension or a combination of dimensions
  • the historical exposure data corresponding to the user dimension or the combination of dimensions is obtained, and the frequency ratio of the supply node to the order is determined according to the frequency requirement of the order and the historical exposure data.
  • the method for distributing traffic of a push information order provided by the present application further includes the following steps:
  • S11 calculating a constraint parameter corresponding to the supply constraint condition of each supply node according to a desired traffic distribution ratio of each supply node for each order and a frequency ratio of each supply node to each order, and a constraint parameter corresponding to the demand constraint condition of each order;
  • S12 Determine, according to the expected traffic distribution ratio of the supply node for the order, the frequency ratio, the constraint parameter of each supply node, and the constraint parameter of the order, determine a traffic distribution ratio of each supply node to the order.
  • the importance of the distribution and the expected traffic distribution ratio of the supply node to the order can calculate the traffic distribution ratio of the supply node to the order.
  • the initial value of the constraint parameter of the supply node or the constraint parameter of the order may be assigned, and the expected flow distribution ratio of each supply node obtained for each order and the given
  • the initial value is substituted into the constraints of the supply node, and the constraints of the order are iteratively solved to obtain the convergence solution of the constraint parameters of the supply node and the convergence solution of the constraint parameters of the order.
  • the distribution ratio x ij of the supply node i for use in the push server menu for order j is determined by the following formula (9):
  • ⁇ j is the constraint parameter of the order j corresponding to the demand constraint
  • ⁇ i is the constraint parameter of the supply node i corresponding to the supply constraint
  • f ij is the frequency ratio of the supply node i to the order j
  • s i is the supply
  • the estimated traffic of the node, V j is the importance of the order j
  • t ij is the expected flow distribution ratio of the supply node i to the order j.
  • the flow distribution ratio formula (9) of the calculated order is obtained by the above-described traffic distribution model (3) and constraints (4), (5), and (6).
  • ⁇ j represents the demand constraint parameter, also referred to as the demand for dual
  • ⁇ i denotes the supply constraints, also called supply dual
  • ⁇ ij represents a non-negative constraint parameter x ij, also called x ij nonnegative dual
  • ⁇ j represents a non-negative constraint parameter ⁇ j, also called ⁇ j nonnegative dual
  • ⁇ ij represents the frequency control constraint parameter, also referred to as frequency-controlled dual, then according KKT (Karush-Kuhn-Tucker) conditions
  • x The stability condition (stationarity) corresponding to ij is as shown in the following formula (10):
  • the flow distribution ratio of the order can be calculated according to the formula (20).
  • the constraint condition of the demand constraint parameter ⁇ j that is, the complementary relaxation condition is the formula (21):
  • the method mainly includes the following steps:
  • Step 501 In the offline phase, ⁇ j of each order j and ⁇ i of each supply node i are calculated, and each ⁇ j is saved.
  • ⁇ j of each order j and ⁇ i of each supply node i are calculated, but only ⁇ j is saved, because the dimension of ⁇ j is the same as the dimension of the order, the dimension of ⁇ i and the supply node
  • the dimension is the same, the dimension of the order is generally thousands or tens of thousands of dimensions, and when a supply node represents a user, the dimension of the supply node can reach hundreds of millions or even billions of dimensions, thus only saving each ⁇ j , saving storage.
  • Step 502 When the push server receives the information push request from the user, read the saved ⁇ j and calculate ⁇ i of each supply node according to each read ⁇ j .
  • Step 503 Calculate each x ij by the formula (20) according to each of the read ⁇ j and the calculated ⁇ i .
  • Each x ij is calculated using equation (20) based on each of ⁇ j and ⁇ i .
  • constraint parameters corresponding to the supply constraints are calculated according to the expected traffic distribution ratio of each supply node for each order and the frequency ratio of each supply node to each order, and each order corresponds to
  • the constraint parameters of the demand constraint include the following steps:
  • each ⁇ j and each ⁇ i are iteratively solved, and the convergence solution of each ⁇ j is used as the constraint parameter of the corresponding order j, and the convergence solution of each ⁇ i is used as the constraint parameter of the corresponding supply node i.
  • the method mainly includes the following steps:
  • Step 601 Assign an initial value to ⁇ j of all orders.
  • ⁇ j and ⁇ i is convergent, according to the complementary slackness condition while ⁇ j in 0 ⁇ j ⁇ p j, gives a close to zero value ⁇ j of all orders, but also can assign a value to 0.
  • Step 602 Iteratively solve the convergence solution of each ⁇ j and each ⁇ i according to the constraint condition of ⁇ j and the constraint condition of ⁇ i .
  • a convergence solution of each ⁇ j is obtained.
  • step 603 may be further included: saving the convergence solution of each ⁇ j .
  • the present application also proposes a service allocation method for pushing information orders, which can be applied to the traffic distribution module 102.
  • the method includes the following steps:
  • Step 701 Receive an information push request sent by the terminal device.
  • the information pushing request sent by the receiving terminal device is performed, where the information pushing request carries the user identifier; and the user feature corresponding to the identifier of the user is determined according to the identifier of the user.
  • the traffic distribution module 102 After receiving the exposure request (information push request) from the push server 103, the traffic distribution module 102 acquires the feature of the user according to the identifier of the user carried in the request, and obtains a supply node that is consistent with the exposure request according to the feature of the user.
  • the exposure request also carries the display bit information, and the matching supply node can also be determined according to the user feature and the display bit information.
  • Step 702 Determine a supply node that matches the user feature.
  • the supply node corresponding to the exposure request is determined according to the characteristics of the user in the exposure request. For example, in Figure 2, users accessing the sports channel in Shanghai will be matched to the provisioning node 2.
  • Step 703 Determine to direct a plurality of orders that match the supply node.
  • a plurality of orders that are aligned with the supply node can be determined based on the orientation information of the supply node.
  • Step 704 The traffic distribution ratio of each of the plurality of orders determined according to the traffic distribution method of the push information order described above.
  • the traffic distribution ratio for each order can be obtained according to the traffic distribution method shown above.
  • Step 705 Provide the traffic distribution ratio to the push server, so that the push server performs a menu process according to the traffic distribution ratio.
  • the traffic distribution ratio of each order obtained in step 704 is supplied to the push server, and the push server performs the menu processing according to the traffic distribution ratio of each order.
  • the service allocation method of the push information order provided by the application is based on the estimated flow rate of the supply node, and the flow distribution ratio under the frequency control condition is solved, which can be applied to the push information order with the frequency control requirement, so that the frequency control condition is made.
  • the order placement is more reasonable, reducing the order replenishment rate.
  • the sum of all calculated x ij (j ⁇ (i)) may not be equal to one.
  • the sum of x ij is less than 1, it means that a suitable order may not be selected for display, resulting in an empty order.
  • the sum of x ij is greater than 1, you need to select some of the more important orders before you deliver them. To do this, you need to assign a priority to the order definition.
  • the method mainly includes the following steps:
  • Step 801 When the sum of the traffic distribution ratios of the multiple orders is greater than 1, the ratio of the traffic reservation amount of each order to the available traffic is calculated.
  • the ratio of the predetermined amount of the order to the available flow under the frequency control condition is used as the allocation priority of the order.
  • Step 802 Sort the orders according to the ratio from large to small.
  • the corresponding orders are sorted according to the above-mentioned priority levels calculated from each order. That is, for all j ⁇ (i), follow Sort from big to small.
  • Step 804 Provide a traffic distribution ratio of the selected m orders to the push server, so that the push server performs a menu process in the m orders according to the traffic distribution ratio of the m orders.
  • the present application also proposes a traffic distribution device 900 for pushing information orders, which can be applied to the traffic distribution module 102.
  • the apparatus includes:
  • the order information obtaining unit 901 is configured to acquire information of each order, where the information includes orientation information and frequency requirements of the order.
  • the desired traffic distribution ratio determining unit 902 is configured to determine, for each order, each supply node that matches the orientation information of the order, and determine that each of the supply nodes is satisfied if the frequency requirement of the order is met. The expected traffic distribution ratio for this order.
  • the traffic distribution ratio determining unit 903 is configured to determine, for any order, the frequency requirement that the order is satisfied according to the expected traffic distribution ratio of each supply node corresponding to the orientation information of the order for the order And in the case of a flow supply and demand constraint, each of the matching supply nodes allocates a proportion of the traffic used by the push server menu for the order.
  • the traffic distribution device of the push information order provided by the application based on the estimated traffic of the supply node, solves the traffic distribution ratio under the condition of frequency control, and can be applied to the push information order with the frequency control requirement, so that the frequency control condition is Order placement is more reasonable, reducing the order replenishment rate.
  • the provisioning node corresponds to a user dimension or a combination of dimensions, or corresponds to a user.
  • the determined traffic distribution ratio of the order is a user's traffic distribution for the order. Proportion; when the supply node corresponds to a user dimension or a combination of dimensions, the determined traffic distribution ratio of the order is a traffic ratio of a user dimension or a combination of dimensions for the order.
  • the desired traffic distribution ratio determining unit 902 is configured to:
  • a ratio of the desired traffic distribution of the supply node to the order is determined based on the available traffic, the frequency ratio, the traffic reservation amount of the order, and the estimated traffic of the supply node.
  • the present application also proposes a service distribution device 1000 for pushing information orders, which can be applied to the traffic distribution module 102.
  • the apparatus includes:
  • the information push request receiving unit 1001 is configured to receive an information push request sent by the user,
  • a supply node determining unit 1002 configured to determine a supply node that matches the user
  • An order determining unit 1003, configured to determine a plurality of orders that are consistent with the supply node
  • the traffic distribution ratio obtaining unit 1004 is configured to receive, by the traffic distribution unit, the traffic distribution method according to claim 1, to obtain a traffic distribution ratio of each of the plurality of orders;
  • the traffic distribution ratio providing unit 1005 is configured to provide the traffic distribution ratio to the push server, so that the push server performs a menu process according to the traffic distribution ratio.
  • the service distribution device of the push information order provided by the application based on the estimated flow rate of the supply node, the flow distribution ratio under the frequency control condition is solved, and the push information order with the frequency control requirement can be applied to make the frequency control condition
  • the order placement is more reasonable, reducing the order replenishment rate.
  • the traffic distribution ratio obtaining unit 1004 is configured to: when the traffic ratio sum of the multiple orders is greater than 1, further comprise: calculating a ratio of the traffic booking amount of each order to the available traffic; Sorting the orders from large to small; selecting the first m orders in the sorted orders, so that the flow ratios of the m orders are equal to 1; wherein m is an integer greater than 1.
  • the traffic distribution ratio providing unit 1005 provides the selected traffic distribution ratio of the m orders to the push server, so that the push server performs the m order according to the traffic distribution ratio of the m orders. Menu processing.
  • the application also provides a non-transitory computer readable storage medium storing computer readable instructions that cause at least one processor to perform the method as described above.
  • Figure 11 is a diagram showing the composition of a computing device in which the traffic distribution device 900 that pushes the information order and the service distribution device 1000 that pushes the information order are located.
  • the computing device includes one or more processors (CPUs) 1102, communication modules 1104, memory 1106, user interfaces 1110, and a communication bus 1108 for interconnecting these components.
  • processors CPUs
  • communication modules 1104, memory 1106, user interfaces 1110, and a communication bus 1108 for interconnecting these components.
  • communication bus 1108 for interconnecting these components.
  • the processor 1102 can receive and transmit data through the communication module 1104 to effect network communication and/or local communication.
  • User interface 1110 includes one or more output devices 1112 that include one or more speakers and/or one or more visual displays.
  • User interface 1110 also includes one or more input devices 1114 including, for example, a keyboard, a mouse, a voice command input unit or loudspeaker, a touch screen display, a touch sensitive tablet, a gesture capture camera or other input button or control, and the like.
  • Memory 1106 can be a high speed random access memory such as DRAM, SRAM, DDR RAM, or other random access solid state storage device; or nonvolatile memory such as one or more disk storage devices, optical disk storage devices, flash memory devices, Or other non-volatile solid-state storage devices.
  • DRAM dynamic random access memory
  • SRAM static random access memory
  • DDR RAM dynamic random access memory
  • nonvolatile memory such as one or more disk storage devices, optical disk storage devices, flash memory devices, Or other non-volatile solid-state storage devices.
  • the memory 1106 stores a set of instructions executable by the processor 1102, and the instruction code stored in the memory is configured to be executed by the processor to implement the traffic distribution method of the push information order in the above application, and the service allocation method of the push information order. At each step, the functions of each module in the traffic distribution device of the push information order of the present application and the service distribution device of the push information order are also realized.
  • the memory 1106 includes:
  • An operating system 1116 including a program for processing various basic system services and for performing hardware related tasks
  • Application 1118 including various applications for traffic distribution and order service allocation, such an application can implement the processing flow in each of the above examples, such as in a traffic distribution device 900 that can include a push information order as shown in FIG. Some or all of the units or some or all of the units in the service distribution device 1000 of the push information order shown in FIG.
  • At least one of the units 901-903 may store machine executable instructions
  • at least one of the units 1001-1005 may store the machine executable instructions.
  • the processor 1102 can implement the functions of at least one of the units 901-903 or implement the above by executing machine executable instructions in each of the units 901-903 or at least one of the units 1001-1005 in the memory 1106. The function of at least one of the units 1001-1005.
  • the hardware modules in the embodiments may be implemented in a hardware manner or a hardware platform plus software.
  • the above software includes machine readable instructions stored in a non-volatile storage medium.
  • embodiments can also be embodied as software products.
  • the hardware may be implemented by specialized hardware or hardware that executes machine readable instructions.
  • the hardware can be a specially designed permanent circuit or logic device (such as a dedicated processor such as an FPGA or ASIC) for performing a particular operation.
  • the hardware may also include programmable logic devices or circuits (such as including general purpose processors or other programmable processors) that are temporarily configured by software for performing particular operations.
  • each instance of the present application can be implemented by a data processing program executed by a data processing device such as a computer.
  • the data processing program constitutes the present application.
  • a data processing program usually stored in a storage medium is executed by directly reading a program out of a storage medium or by installing or copying the program to a storage device (such as a hard disk and or a memory) of the data processing device. Therefore, such a storage medium also constitutes the present application, and the present application also provides a non-volatile storage medium in which a data processing program is stored, which can be used to execute any of the above-mentioned method examples of the present application. An example.
  • the machine readable instructions corresponding to the modules of FIG. 11 may cause an operating system or the like operating on a computer to perform some or all of the operations described herein.
  • the non-transitory computer readable storage medium may be inserted into a memory provided in an expansion board within the computer or written to a memory provided in an expansion unit connected to the computer.
  • the CPU or the like installed on the expansion board or the expansion unit can perform part and all of the actual operations according to the instructions.

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Abstract

L'invention concerne un procédé d'attribution de flux pour un ordre d'informations push, comprenant : l'acquisition d'informations concernant divers ordres; en ce qui concerne chacun des ordres, la détermination de divers noeuds d'approvisionnement se conformant à des informations directionnelles concernant l'ordre, et la détermination, selon une exigence de fréquence de l'ordre, les rapports de fréquence des noeuds d'alimentation dans l'ordre; déterminer, en fonction des rapports de fréquence des noeuds d'alimentation dans l'ordre, un rapport d'attribution de flux attendu de chacun des noeuds d'alimentation à l'ordre; et en ce qui concerne l'un quelconque des ordres, en fonction du rapport d'attribution de flux attendu et du rapport de fréquence de chacun des noeuds d'alimentation se conformant aux informations directionnelles concernant l'ordre à l'ordre, la détermination d'un rapport d'attribution de flux de chacun des noeuds d'alimentation à l'ordre, et l'envoi du rapport d'attribution de flux du noeud d'alimentation à chacun des ordres à un serveur push, de sorte que le serveur push effectue un traitement de sélection de commande selon le rapport d'attribution de flux. L'invention concerne également un procédé d'attribution de service et un appareil correspondant pour un ordre d'informations push, et un support d'informations.
PCT/CN2018/076226 2017-02-15 2018-02-11 Procédé et appareil d'attribution de flux et de service pour ordre d'informations push, et support de stockage WO2018149371A1 (fr)

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