WO2018223280A1 - Appareil et procédé pour regler un taux d'exposition d'une publicité en fonction d'enchères en temps réel - Google Patents

Appareil et procédé pour regler un taux d'exposition d'une publicité en fonction d'enchères en temps réel Download PDF

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Publication number
WO2018223280A1
WO2018223280A1 PCT/CN2017/087262 CN2017087262W WO2018223280A1 WO 2018223280 A1 WO2018223280 A1 WO 2018223280A1 CN 2017087262 W CN2017087262 W CN 2017087262W WO 2018223280 A1 WO2018223280 A1 WO 2018223280A1
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WIPO (PCT)
Prior art keywords
advertisement
exposure rate
information
increase
address
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PCT/CN2017/087262
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English (en)
Chinese (zh)
Inventor
金培银
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深圳市东信时代信息技术有限公司
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Priority to CN201780091140.6A priority Critical patent/CN110770777B/zh
Priority to PCT/CN2017/087262 priority patent/WO2018223280A1/fr
Publication of WO2018223280A1 publication Critical patent/WO2018223280A1/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

Definitions

  • the present invention relates to the field of advertising, and in particular to an advertisement exposure rate adjusting apparatus and method based on real-time bidding.
  • RTB advertising is based on the bidding mechanism, that is, the highest bidder, whoever has a higher bid will give the opportunity to the advertising exposure. Due to the characteristics of the RTB advertisement, the advertisement of the advertiser may not be seen or seen at all, so that the advertiser is likely to have a distrust of the advertisement platform.
  • the technical problem to be solved by the present invention is to provide an advertisement exposure rate adjusting apparatus and method based on real-time bidding, which can improve the visibility and exposure of a specified advertisement, and at the same time improve the trust of the advertiser to the advertisement platform.
  • a technical solution adopted by the present invention is to provide an advertisement exposure rate adjustment device based on real-time bidding, comprising: a parsing module, configured to parse an advertisement that has been successfully matched by a real-time bidding system, and obtain an advertisement information. , to check whether the information includes the meaning of increasing the exposure rate of the corresponding advertisement; the extracting module is configured to extract the information included in the advertisement information and increase the exposure rate of the advertisement when the advertisement information includes the information indicating that the exposure rate of the corresponding advertisement is increased.
  • the monitoring module is configured to monitor whether the device corresponding to the advertisement exposure rate and the device corresponding to the IP address send the corresponding advertisement requirement;
  • the calculation module is configured to When the device corresponding to the advertisement exposure rate and the device corresponding to the IP address are monitored to send the corresponding advertisement demand, the final bid is calculated according to the advertisement bid of the current time period and the set threshold.
  • a technical solution adopted by the present invention is to provide an advertisement exposure rate adjustment method based on real-time bidding, and the method comprises the steps of: parsing an advertisement that has been successfully matched by a real-time bidding system, and obtaining advertisement information. See if it contains information that means increasing the exposure of the ad; when the ad message contains information that means increasing the exposure of the ad, extract the device and IP address information that is included in the ad information and that increases the exposure of the ad.
  • the real-time bidding-based advertisement exposure rate adjusting apparatus of the present invention includes a parsing module, which is configured to parse an advertisement that has been successfully matched by a real-time bidding system, obtain an advertisement information, and check whether the meaning is included to increase the corresponding advertisement exposure.
  • an extraction module configured to extract, when the advertisement information includes information indicating that the exposure rate of the corresponding advertisement is increased, extracting device and IP address information included in the advertisement information, which is required to increase the exposure rate of the advertisement;
  • the calculation module is configured to: when the device corresponding to the device that needs to increase the advertisement exposure rate and the device corresponding to the IP address are sent to send the corresponding advertisement demand, The final bid is calculated based on the ad bid for the current time period and the set threshold.
  • FIG. 1 is a schematic structural diagram of an advertisement exposure rate adjusting apparatus based on real-time bidding provided by the present invention
  • FIG. 2 is a schematic flow chart of a method for adjusting an exposure rate of an advertisement based on real-time bidding provided by the present invention.
  • RTB RealTime Bidding
  • 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. Its core is the DSP platform (demand side platform). For the media, RTB can bring more advertising sales, automate the sales process and reduce expenses. For advertisers and agencies, the most immediate benefit is improved performance and return on investment.
  • RTB is not new, it has long been familiar in the advertising industry.
  • the traditional Internet advertising eco-chain generally has only three parties, namely advertisers, advertising agencies (ie advertising companies) and Internet media.
  • the original advertising ecosystem has changed.
  • the entire ecological chain includes four main bodies: advertisers, DSP, advertising trading platform and Internet media.
  • the advertiser puts his own advertising needs on the DSP platform, and the Internet media puts its own advertising traffic resources on the advertising trading platform.
  • the DSP completes the bidding purchase through the technical docking with the advertising trading platform.
  • the SSP media service platform sends a user access signal to the Ad Exchange ad exchange, and then the specific information of the ad slot is sent through DMP (Data-Management Platform), which is an analysis and matching of the data management platform.
  • DMP Data-Management Platform
  • the DSP will bid for this, and the higher bidder will get the opportunity to show the advertisement and be seen by the target user - from the beginning of the auction to the completion of the launch, the series of processes takes only 50 milliseconds, all relying on the machine.
  • the RTB advertising model performs real-time bidding in an environment that supports the Vickrey auction model based on the exposure of each user. This is a flexible, fair, and transparent pricing method based on the auction model. Evaluation of multiple buyers (DSP platforms) based on constraints and traffic values At the same time bidding, the seller (SSP platform) according to their service capabilities and level asking price, the auction intermediary (Ad Exchange platform) maintains the auction rules, and determines that the highest bidder gets the user's exposure. Eventually, the transaction price is paid at the second highest bid. This approach encourages buyers to pay higher prices and maximize the benefits of media resource providers.
  • the bidding process of the RTB advertising model goes through three steps: in the first step, the media resource provider (SSP) provides the user ID, the advertising space information, the minimum bid, etc. to the ad exchange; the second step, the ad exchange invitation The major advertisers (DSP) bids; in the third step, the major advertisers (DSPs) determine the bid and the price by analyzing the value of the user, and the highest bidding DSP is obtained by the ad exchange. User’s advertising opportunities.
  • SSP media resource provider
  • DSP major advertisers
  • the most critical part of this auction process is the bidding strategy of the advertiser's agent (DSP). Because the advertiser is no longer buying a media ad slot, but a specific user. Whether the advertiser's agent (DSP) bids and how much is based on how much understanding this user has is based on big data technology, mining and in-depth analysis of user behavior and related information. Therefore, in the bidding process, it is no longer necessary to pay attention to the bidding situation, strategy and overall market assessment of other competitors, nor to consider the market supply and demand of media resources, but to focus on the data mining and value evaluation of the target users. This prompted the advertiser agency industry (DSP platform) to seek technological innovation, using information technology and data services to make the Internet advertising market better resource allocation.
  • DSP advertiser agency industry
  • the real-time operation of the RTB advertising model makes the advertising effect feedback real-time, thus providing more efficient adjustment space for the pricing of the RTB advertising model.
  • the advertiser agent DSP
  • DSP can optimize the delivery strategy in real time based on real-time performance data delivered to a user. This means that if the performance doesn’t meet expectations, you can lower your bid at the next auction or stop bidding on the user. This ensures maximum benefit from advertiser media delivery costs.
  • each ad slot resource can be resold in a single day due to different user visits, thereby increasing media revenue.
  • the real-time bidding-based advertisement exposure rate adjusting device adjusts the price of the purchased advertising space by adjusting the price, so that the advertiser can expose the designated advertisement to the designated device or IP by increasing the advertising bid, thereby improving the exposure rate of the advertisement.
  • FIG. 1 is a schematic structural diagram of an advertisement exposure rate adjusting apparatus based on real-time bidding provided by the present invention.
  • the apparatus 100 includes a parsing module 110, a judging module 120, a computing module 130, and an executing module 140.
  • RTB advertising is based on the bidding mechanism, that is, the highest bidder, whoever has a higher bid will give the opportunity to the advertising exposure. Due to the characteristics of the RTB advertisement, the advertisement of the advertiser may not be seen or seen at all, so that the advertiser is likely to have a distrust of the advertisement platform.
  • the auctioned successful advertisement can be additionally placed on a specific device or IP, and the additional price increase for a specific device or IP is limited, and the entire advertising budget or The unit cost has an impact.
  • the parsing module 110 is configured to parse the advertisement that has been successfully matched by the real-time bidding system, obtain the advertisement information, and check whether the information containing the meaning of increasing the corresponding advertisement exposure is included.
  • Ads are provided by advertisers, mainly for placement ads. Each ad is sent to the real-time bidding system for auction by the advertiser.
  • the advertisement carries the information related to the advertisement.
  • the parsing module 110 obtains the advertisement information of the advertisement and analyzes it, and checks whether the advertisement information includes information that needs to increase the exposure rate of the advertisement. Because the advertisement is auctioned in the real-time bidding system, it is the model of the highest bidder. For ads from companies in specific areas, the ads they serve may be served to a specific device or IP address. In an embodiment of the present invention, a company such as the electronics industry will add information to its advertisement information whether it is necessary to increase the exposure rate, as well as device information or an IP address of a user who has a demand for its product.
  • the extracting module 120 is configured to extract, when the parsing module 110 parses the information into the advertisement information, the device and the IP address information that are required to increase the advertising exposure rate, which are included in the advertisement information.
  • the extraction module 120 includes a lookup unit 121 and an extraction unit 122.
  • the searching unit 121 is configured to: when the parsing module 110 views the information that includes increasing the exposure rate of the corresponding advertisement, whether the advertisement information includes a device that needs to increase the advertisement exposure rate. With IP address information.
  • the extracting unit 122 is configured to extract the device and IP address information that needs to increase the exposure rate of the advertisement. When the extraction module extracts the device information that needs to increase the exposure rate of the advertisement, the IMEI or the IDFA of the corresponding device is extracted.
  • the monitoring module 130 is configured to monitor whether the device corresponding to the advertisement exposure rate and the device corresponding to the IP address send the corresponding advertisement requirement.
  • the extracting unit 122 extracts the device or IP address included in the advertisement information that needs to increase the advertisement exposure rate, the extracted device that needs to increase the advertisement exposure rate and the device corresponding to the IP address are monitored.
  • the advertisement needs to be displayed in an advertisement display location of the mobile terminal application. After the user opens the application of the mobile terminal, the terminal interface displays the advertisement display position, and at this time, the real-time bidding system 101 sends a signal.
  • the monitoring module 130 detects that the device corresponding to the advertisement exposure rate and the device corresponding to the IP address are sent to the real-time bidding system 101, the bidding module 130 increases the bid to make the advertisement successfully display on the user mobile terminal. .
  • the calculating module 140 is configured to calculate a final bid according to the advertisement bid and the set threshold of the current time period when the device that needs to increase the advertisement exposure rate and the device corresponding to the IP address are sent to send the corresponding advertisement demand.
  • the calculation module 140 includes a statistics unit 141 and a calculation unit 142.
  • the statistics unit 141 is configured to count the corresponding thousand impression revenues ECPM of the advertisement during the delivery process in different time periods. When an ad is bidding at different times, its bid is different. For advertisements of certain film and television works, if it is suitable for young people, the advertisements are usually placed at night or in the afternoon, because young people will watch movies during that time, and may watch the videos corresponding to the advertisements; Movie ads can be placed in the morning or afternoon.
  • the advertiser will adjust the price of the advertisement to adjust the visibility of the advertisement.
  • the statistics unit 141 at this time counts the corresponding thousand impression revenues ECPM during the delivery of the advertisements in different time periods, and can determine the average value of the prices when the advertisement bids are successful.
  • the calculating unit 142 is configured to calculate the bid of the advertisement for increasing the exposure rate according to the thousand impression revenues counted by the statistical unit 141. If the bidding is successful, the bid of the advertisement may be the sum of the thousand impression revenues counted by the statistical unit 141 and the set threshold.
  • the threshold set here is to increase the exposure and increase the number of prices when the ad is auctioned.
  • the real-time bidding-based advertisement exposure rate adjusting apparatus of the present invention includes a parsing module, which is configured to parse an advertisement that has been successfully matched by a real-time bidding system, obtain an advertisement information, and check whether the meaning is included to increase the corresponding advertisement exposure.
  • an extraction module configured to extract, when the advertisement information includes information indicating that the exposure rate of the corresponding advertisement is increased, extracting device and IP address information included in the advertisement information, which is required to increase the exposure rate of the advertisement;
  • the calculation module is configured to: when the device corresponding to the device that needs to increase the advertisement exposure rate and the device corresponding to the IP address are sent to send the corresponding advertisement demand, The final bid is calculated based on the ad bid for the current time period and the set threshold.
  • FIG. 2 is a schematic flowchart diagram of a method for adjusting an advertisement exposure rate based on real-time bidding provided by the present invention.
  • the steps of the method include:
  • S210 Parse the advertisement that has been successfully matched by the real-time bidding system, obtain the advertisement information, and check whether the information containing the meaning of increasing the corresponding advertisement exposure is included.
  • RTB advertising is based on the bidding mechanism, that is, the highest bidder, whoever has a higher bid will give the opportunity to the advertising exposure. Due to the characteristics of the RTB advertisement, the advertisement of the advertiser may not be seen or seen at all, so that the advertiser is likely to have a distrust of the advertisement platform.
  • the auctioned successful advertisement can be additionally placed on a specific device or IP, and the additional price increase for a specific device or IP is limited, and the entire advertising budget or The unit cost has an impact.
  • Ads are provided by advertisers, mainly for placement ads. Each ad is sent to the real-time bidding system for auction by the advertiser.
  • the advertisement carries information related to the advertisement. In the present invention, the advertisement information of the advertisement is obtained and parsed, and whether the advertisement information includes information that needs to increase the exposure rate of the advertisement is included. Because the advertisement is auctioned in the real-time bidding system, it is the model of the highest bidder. For ads from companies in specific areas, the ads they serve may be served to a given setting. Backup or IP address.
  • a company such as the electronics industry will add information to its advertisement information whether it is necessary to increase the exposure rate, as well as device information or an IP address of a user who has a demand for its product.
  • the parsing to the advertisement information includes information indicating that the corresponding advertisement exposure rate is increased
  • the device and the IP address information included in the advertisement information to increase the advertisement exposure rate are extracted.
  • the extraction module extracts the device information that needs to increase the exposure rate of the advertisement, the IMEI or the IDFA of the corresponding device is extracted.
  • S230 Monitor whether the device corresponding to the advertisement exposure rate and the device corresponding to the IP address send the corresponding advertisement requirement.
  • the extracted device corresponding to the device and the IP address corresponding to the increased exposure rate are monitored.
  • the advertisement needs to be displayed in an advertisement display location of the mobile terminal application. After the user opens the application of the mobile terminal, the terminal interface displays the advertisement display position, and the signal is sent to the real-time bidding system.
  • the real-time bidding system When an advertiser analyzes their user base, the potential customers of their products will add their device information or IP address information to the advertising information.
  • the bid is raised to enable the advertisement to be successfully displayed on the user mobile terminal.
  • the corresponding thousand impression cost ECPM for the statistical ad’ s delivery during different time periods.
  • an ad is bidding at different times, its bid is different.
  • the advertisements are usually placed at night or in the afternoon, because young people will watch movies during that time, and may watch the videos corresponding to the advertisements; Film and television advertisements that are watched by the elderly can be placed in the morning or afternoon. Therefore, at different times, the advertiser will adjust the price of the advertisement to adjust the visibility of the advertisement.
  • the corresponding thousand impression cost ECPM of the statistical advertisement during the delivery period of different time periods can determine the average value of the price when the advertisement bid is successful.
  • the bid for an ad that increases exposure based on the statistical thousand impressions. If the bid is successful, the bid for the ad can be the sum of the statistical thousand impression cost and the set threshold.
  • the threshold set here is to increase the exposure and increase the number of prices when the ad is auctioned.
  • the step of the real-time bidding-based advertisement exposure rate adjustment method of the present invention includes parsing an advertisement that has been successfully matched by the real-time bidding system, obtaining advertisement information, and checking whether the information including the meaning of increasing the corresponding advertisement exposure rate is included.
  • the advertisement information includes information indicating that the exposure rate of the corresponding advertisement is increased
  • the device and IP address information included in the advertisement information to increase the exposure rate of the advertisement are extracted; and the device and the IP address that need to increase the exposure rate of the advertisement are monitored.
  • the final bid is calculated according to the advertising bid of the current time period and the set threshold.

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Abstract

L'invention concerne un appareil et un procédé permettant d'ajuster un taux d'exposition d'une publicité en fonction d'enchères en temps réel. L'appareil comprend un module d'analyse (110) permettant d'analyser une publicité qui a été mise en correspondance avec succès au moyen d'une condition directionnelle d'un système d'enchères en temps réel (101), d'acquérir des informations de publicité, et de vérifier si des informations destinées à augmenter un taux d'exposition de publicité correspondant sont incluses ; un module d'extraction (120) permettant d'extraire des informations concernant un dispositif et une adresse IP, dont un taux d'exposition de publicité doit être augmenté lorsque les informations de publicité comprennent des informations destinées à augmenter un taux d'exposition de publicité correspondant ; un module de surveillance (130) permettant de surveiller si un dispositif correspondant au dispositif et l'adresse IP, dont un taux d'exposition de publicité doit être augmenté, envoie une exigence de publicité correspondante ; et un module de calcul (140) permettant de calculer une enchère finale selon une enchère de publicité et une valeur de seuil définie de la période de temps actuelle lorsque la surveillance indique que le dispositif correspondant au dispositif et l'adresse IP, dont un taux d'exposition de publicité doit être augmenté, envoie l'exigence de publicité correspondante. Au moyen de l'appareil, la visibilité et le taux d'exposition d'une publicité désignée peuvent être améliorés, tandis que la confiance d'un annonceur à l'égard d'une plateforme de publicité est améliorée.
PCT/CN2017/087262 2017-06-06 2017-06-06 Appareil et procédé pour regler un taux d'exposition d'une publicité en fonction d'enchères en temps réel WO2018223280A1 (fr)

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Application Number Priority Date Filing Date Title
CN201780091140.6A CN110770777B (zh) 2017-06-06 2017-06-06 一种基于实时竞价的广告曝光率调节装置和方法
PCT/CN2017/087262 WO2018223280A1 (fr) 2017-06-06 2017-06-06 Appareil et procédé pour regler un taux d'exposition d'une publicité en fonction d'enchères en temps réel

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PCT/CN2017/087262 WO2018223280A1 (fr) 2017-06-06 2017-06-06 Appareil et procédé pour regler un taux d'exposition d'une publicité en fonction d'enchères en temps réel

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CN113240458B (zh) * 2021-04-26 2023-11-03 西安点告网络科技有限公司 广告竞价超时率可靠保障方法、系统、终端及存储介质

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