WO2022247722A1 - 用于投放广告的方法及装置 - Google Patents

用于投放广告的方法及装置 Download PDF

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Publication number
WO2022247722A1
WO2022247722A1 PCT/CN2022/093838 CN2022093838W WO2022247722A1 WO 2022247722 A1 WO2022247722 A1 WO 2022247722A1 CN 2022093838 W CN2022093838 W CN 2022093838W WO 2022247722 A1 WO2022247722 A1 WO 2022247722A1
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Prior art keywords
user
item category
advertising
advertising medium
media
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PCT/CN2022/093838
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English (en)
French (fr)
Inventor
张青青
李山林
刘雪灵
Original Assignee
北京沃东天骏信息技术有限公司
北京京东世纪贸易有限公司
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Publication of WO2022247722A1 publication Critical patent/WO2022247722A1/zh

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0269—Targeted advertisements based on user profile or attribute
    • G06Q30/0271—Personalized advertisement
    • 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 embodiments of the present application relate to the field of computer technology, and in particular to a method and device for placing advertisements.
  • Category attraction refers to attracting new users under commodity categories, which plays a very important role in the daily active users of various e-commerce companies and category growth.
  • e-commerce platforms In the field of e-commerce, e-commerce platforms generally introduce new categories through CPA (Cost Per Action, cost per activity), CPS (Cost Per Sales, cost per sale) and other methods.
  • CPA Cost Per Action, cost per activity
  • CPS Cost Per Sales, cost per sale
  • the advertising media brings new users’ account registration and activation to the e-commerce platform, which is an effective advertisement, and the advertiser needs to pay for the advertising media.
  • the advertising media brings the user's consumption behavior to the e-commerce platform, which is an effective advertisement.
  • Advertisements are placed based on conventional e-commerce business cooperation methods such as CPA or CPS, and advertisements for individual products or activities are often carried out through the head advertising media, and then the advertisements are adjusted according to the effect of attracting new categories of each individual product or activity, and finally The goal of bringing in new categories is achieved by rotating products or activities.
  • the embodiment of the present application proposes a method and device for placing advertisements.
  • the embodiment of the present application provides a method for placing advertisements, including: determining the user portrait information of each user in the user set and the media portrait information of each advertising media in the advertising media set; Portrait information and media portrait information determine the target item category for each advertising media in the advertising media set; for each advertising media in the advertising media set, determine the target item category corresponding to the advertising media as The user to be advertised of the new item category advertises the items under the target item category to the user to be advertised.
  • the embodiment of the present application provides a device for placing advertisements, including: a first determination unit configured to determine the user profile information of each user in the user set and each advertisement in the advertising media set The media portrait information of the media; the second determining unit is configured to determine the target item category suitable for advertising for each advertising medium in the advertising media collection according to the user portrait information and the media portrait information; the advertising unit is configured to For each advertising medium in the advertising medium set, determine the user to be advertised with the target item category corresponding to the advertising medium as the new item category, and advertise items under the target item category to the user to be advertised.
  • an embodiment of the present application provides a computer-readable medium, on which a computer program is stored, wherein, when the program is executed by a processor, the method described in any implementation manner of the first aspect is implemented.
  • an embodiment of the present application provides an electronic device, including: one or more processors; Execute, so that one or more processors implement the method described in any implementation manner of the first aspect.
  • the embodiments of the present disclosure provide a computer program product including a computer program, when the computer program is executed by a processor, the method described in any implementation manner in the first aspect can be implemented.
  • FIG. 1 is an exemplary system architecture diagram to which an embodiment of the present application can be applied;
  • FIG. 2 is a flowchart of an embodiment of a method for placing advertisements according to the present application
  • FIG. 3 is a schematic diagram of an application scenario of a method for placing advertisements according to this embodiment
  • Fig. 4 is a flow chart of another embodiment of the method for placing advertisements according to the present application.
  • Fig. 5 is a structural diagram of an embodiment of a device for placing advertisements according to the present application.
  • FIG. 6 is a schematic structural diagram of a computer system suitable for implementing the embodiments of the present application.
  • FIG. 1 shows an exemplary architecture 100 to which the method and apparatus for placing advertisements of the present application can be applied.
  • a system architecture 100 may include terminal devices 101 , 102 , 103 , a network 104 and a server 105 .
  • the communication connections between the terminal devices 101 , 102 , and 103 constitute a topological network, and the network 104 is used to provide a communication link medium between the terminal devices 101 , 102 , 103 and the server 105 .
  • Network 104 may include various connection types, such as wires, wireless communication links, or fiber optic cables, among others.
  • the terminal devices 101, 102, and 103 may be hardware devices or software that support network connections for data interaction and data processing.
  • the terminal devices 101, 102, 103 are hardware, they can be various electronic devices that support network connection, information acquisition, interaction, display, processing and other functions, including but not limited to smartphones, tablet computers, e-book readers, Laptops and desktop computers and more.
  • the terminal devices 101, 102, 103 are software, they can be installed in the electronic devices listed above. It can be implemented, for example, as a plurality of software or software modules for providing distributed services, or as a single software or software module. No specific limitation is made here.
  • the server 105 may be a server that provides various services, for example, a background server that acquires video viewing requests generated by users through terminal devices 101 , 102 , and 103 and performs video playback.
  • the background server can display the advertisement representing the item to the user through the terminal device.
  • server 105 may be a cloud server.
  • the server may be hardware or software.
  • the server can be implemented as a distributed server cluster composed of multiple servers, or as a single server.
  • the server is software, it can be implemented as multiple software or software modules (such as software or software modules for providing distributed services), or as a single software or software module. No specific limitation is made here.
  • the method for placing advertisements provided by the embodiments of the present application may be executed by a server, may also be executed by a terminal device, and may also be executed by the server and the terminal device in cooperation with each other.
  • each part (for example, each unit) included in the apparatus for placing advertisements may be all set in the server, all may be set in the terminal device, or may be respectively set in the server and the terminal device.
  • terminal devices, networks and servers in Fig. 1 are only illustrative. According to the implementation needs, there can be any number of terminal devices, networks and servers.
  • the system architecture may only include electronic devices (such as servers or terminal devices) on which the methods for placing advertisements run ).
  • a flow 200 of an embodiment of a method for placing advertisements is shown, including the following steps:
  • Step 201 determine the user profile information of each user in the user set and the media profile information of each advertising media in the advertising media set.
  • the executing body of the method for placing advertisements may determine the user profile information of each user in the user set and the media profile information of each advertising medium in the advertising media set.
  • the users in the user set are users in the e-commerce platform.
  • the above-mentioned executive body can obtain user data in the e-commerce platform.
  • the user data can be multi-dimensional user data involved in the e-commerce platform, including but not limited to attribute information when the user registers an account on the e-commerce platform, information generated during the user's browsing and ordering on the e-commerce platform, etc. behavioral information.
  • the execution subject can generate the user portrait information of the user.
  • the above-mentioned executive body can determine the category of new items that each user has never placed an order on the basis of the user data obtained from the e-commerce platform, and characterize the behavior characteristics of the user on the e-commerce platform Behavior tags and attribute tags representing user attribute information on the e-commerce platform to obtain user portrait information for each user.
  • the collection, storage, use, processing, transmission, provision, and disclosure of user personal information involved are all in compliance with relevant laws and regulations, and do not violate public order and good customs.
  • the above-mentioned executive body may construct user behavior tags mainly from three dimensions of item category, behavior type, and behavior time. For example, if the user Xiao Wang purchased an item with the item category "mobile phone” 1 day ago, then the behavior label of "Xiao Wang” is ("mobile phone", "purchase", "1 day ago”).
  • the advertising media in the advertising media set may be a platform that has a cooperative relationship with the e-commerce platform and undertakes the advertising business of the e-commerce platform.
  • the advertising medium may be a short video platform, which undertakes the advertising business of the e-commerce platform, and delivers advertisements representing items on the e-commerce platform to users during the process of watching short videos.
  • the media portrait information of the advertising media may be generated according to the portrait information of the users attracted by the advertising media delivered by the advertising media.
  • the execution subject may count the user labels and attribute labels of the users attracted by the advertisement delivered by the advertising medium, and use the obtained statistical information as the media portrait information of the advertising medium.
  • the execution subject performs the following operations: first, according to the acquired data of the advertising media, determine the relationship between the advertising media and the advertisement The association information between the users who belong to the orders attracted by the media, and the proportion information of the orders placed by each item category attracted by the advertising media; then, according to the behavior tags of the users who have associated information with the advertising media and attribute tags to determine the media tag for this ad medium.
  • the above-mentioned executor can establish a mapping relationship between the user ID (Identity Document, identity identification number) of the user and the media ID of the advertising media, and set
  • A is the media ID
  • B is the user ID of the e-commerce platform
  • W is the time closest to the current time when the media ID and the user ID establish association information
  • K represents the number of association groups. For example, if a user clicks on an advertisement link played on a short video platform and places an order for a product represented by the advertisement link, it is considered that the user has established an association with the short video platform.
  • the above-mentioned executive body can determine the proportion information of orders placed by each item category attracted by each advertising media through the following formula:
  • y is the order quantity of a specific item category
  • ⁇ y is the total order quantity of all item categories involved in a specific advertising medium.
  • x is the number of users under a specific user label (including behavior labels and attribute labels), and ⁇ x is the total number of users under this category of user labels.
  • Step 202 according to the user portrait information and the media portrait information, determine the target item category suitable for advertising for each advertisement medium in the advertisement medium collection.
  • the execution subject may determine the target item category suitable for advertisement of each advertisement medium in the advertisement medium set according to the user profile information and the media profile information.
  • the above-mentioned executive body can determine the orders attracted by the advertisements placed by the advertising media according to the media portrait information of the advertising media, and count the item category to which each order belongs; and then count the items with a large number of orders The category is determined as the target item category of the advertising medium.
  • the above-mentioned executive body may determine the user portrait information of the users involved according to the media portrait information of the advertising media, and perform statistical analysis on the user portrait information of all the users involved to determine the main user groups of the advertising media , and the category of items with a large number of orders placed by the main user groups, and determine the category of items with a large number of orders as the target category of items suitable for advertising by the advertising media.
  • the above execution subject may perform the above step 202 in the following manner:
  • the first score of each item category involved in the advertising medium is determined.
  • the same item category corresponds to the first score of each advertising medium, which is used to characterize the ordering information of the proportion of orders under the item category involved in each advertising medium.
  • each item category determines the proportion of orders under the item category involved in each advertising medium; then, sort the advertising media based on the proportion of orders for the item category, and determine The sorting position of each advertising media under the item category, the sorting position can be represented by the sorting number, and the first score of each advertising media under this category is determined by the following formula:
  • z represents the ranking position of the advertising media under the item category.
  • the representative population of each item category involved in each advertising medium is obtained through statistics, and the second score of each item category involved in each advertising medium is determined.
  • the same item category corresponds to the second score of each advertising medium, which is used to represent the ranking information of the proportion of the representative population of the item category involved in each advertising medium.
  • the user corresponding to the order for each item category involved in the advertising media can be determined, and statistical analysis is performed on the user portrait information of the users under the same item category, Determine the representative population for each item category. For example, the users under each item category are classified based on the attribute information, and the group with the largest number of categories is determined as the representative group of the item category.
  • the above-mentioned executive body first determines the proportion of the representative population under the item category involved in each advertising media; then, based on the proportion of the representative population of the item category, sorts the advertising media and determines the
  • the sorting position under the item category can be represented by the sorting serial number, and the second score of each advertising medium under the category is determined through a calculation formula such as the first score.
  • the above-mentioned executive body may determine the representative population of the item category in the following manner: first, for each advertising media in the advertising media set, determine each The item category corresponding to the order and the attribute label of the user; then, count the item category and user attribute label corresponding to each order attracted by each advertising medium, and determine the purpose of each item category involved in each advertising medium represent the crowd.
  • the orders attracted by the advertising media represent the orders purchased by the user according to the purchase link of the item triggered by the advertisement delivered by the advertising media.
  • the item category of the order and the attribute tag information of the user are as follows: (“Women's Clothing”, “Male”, “Order 1", “20-30 years old”), ("Women's Clothing”, “Female”, “Order 2 ", “20-30 years old”), ("Women's Clothing”, “Female”, “Order 3", "20-30 years old”), (“Women's Clothing”, “Female”, “Order 4", “30-40 Age”), (“Women's Clothing”, “Female”, “Order 5", "30-40 Years Old”), ("Women's Clothing”, “Female”, “Order 6", “20-30 Years Old”), ("ssen”, “Female”, “Order 7", “20-30”).
  • the third score of each item category involved in each advertising medium is determined.
  • the same item category corresponds to the third score of each advertising media, which is used to represent the ranking information of the proportion of the relevant representative population of the item category involved in each advertising media, and the relevant representative population is the item category The representative population of the target related category.
  • the above-mentioned executive body can determine the degree of correlation between item categories based on the analysis of operation data such as browsing, clicking, and ordering of users on the e-commerce platform, and determine the item categories with a degree of correlation greater than a preset threshold. for the associated category.
  • the above-mentioned executive body first determines the proportion of the representative population (that is, the relevant representative population) under the associated category of the item category involved in each advertising media; then, based on the proportion of the relevant representative population of the item category, the Each advertising media is sorted to determine the sorting position of each advertising media under the item category.
  • the sorting position can be represented by the sorting number, and the first score calculation formula is used to determine the ranking of each advertising media under the category. Three point value.
  • the second score and the third score of the same item category corresponding to each advertising medium determine the target item category suitable for each advertising medium.
  • the above-mentioned executive body may perform a weighted average of the first score, the second score, and the third score of the advertising medium, and determine the target item category that the advertising medium is suitable for advertising according to the weighted averaged score. For example, for each advertising medium, the weighted average scores corresponding to each item category under the advertising medium are sorted, and multiple item categories ranked first are determined as target item categories.
  • Step 203 for each advertising media in the advertising media set, determine the user to be advertised with the target item category corresponding to the advertising medium as the new item category, and advertise the items under the target item category to the user to be advertised .
  • the above-mentioned executive body can determine the user to be advertised with the target item category corresponding to the advertising media as the new item category, and advertise the target to the user to be advertised Items under the item category.
  • the new item category represents an item category that the user has never placed an order for.
  • the above execution subject may determine the user's new item category according to the user's user portrait information.
  • multiple items under the target item category can be randomly determined , and advertise multiple items under the target item category to the user to be advertised.
  • the executive body may also combine the sales target information on the commodities under the item category to advertise the commodities under the target item category that have not achieved the sales target, so as to achieve the sales target as soon as possible.
  • the execution subject may advertise items under the target item category to the user to be advertised in the following manner:
  • the target item category is a new item category of the user to be advertised
  • the above execution can determine the relationship between multiple item categories in the target item category and the items to be advertised according to the related information between the item categories. match between users.
  • determine the operation behavior data such as browsing, clicking, and ordering of the products of the user to be advertised under the associated category of the item category, and determine the user to be advertised The degree of matching with the item category. It can be understood that, the more user operation behavior data such as browsing, clicking, and ordering of commodities under the associated category of the item category, the higher the matching degree between the user to be advertised and the item category.
  • the above execution subject may sort each item category in the target item category according to the matching degree, and advertise items under multiple item categories to the user to be advertised according to the ranking information.
  • the above execution subject may perform the above first step in the following manner:
  • the first behavior data and the second behavior data mainly include behavior data such as browsing, clicking, searching, additional purchases, and purchases.
  • the target item categories include computers, women's clothing, men's clothing, cosmetics, and diapers
  • the associated categories of women's clothing are cosmetics and diapers
  • the associated categories of computers are mobile phones
  • men's clothing and the associated categories of cosmetics are diapers.
  • the first behavior data and the second behavior data of the user to be advertised are shown in the following table, wherein 1 means that there is a corresponding behavior, and 0 means that there is no corresponding behavior.
  • the weights of each category of goods are calculated in turn as (computer, 0.1), (women's clothing, 0.4), (men's clothing, 0.02), (cosmetics, 0.34), (diapers, 0.26), and finally according to the matching degree.
  • the values are sorted in descending order to obtain the following list ⁇ (women's clothing, 0.4), (cosmetics, 0.34), (diapers, 0.26), (computer, 0.1), men's clothing, 0.02)>.
  • FIG. 3 is a schematic diagram 300 of an application scenario of the method for placing advertisements according to this embodiment.
  • the server 301 determines the user portrait information of each user in the user set corresponding to the e-commerce platform, and the media portrait of each advertising medium in the advertising media set for the e-commerce platform to place advertisements information. Then, according to the user portrait information and the media portrait information, determine the target item category suitable for each advertisement medium in the advertisement medium collection.
  • the set of advertising media includes advertising media 302, 303, 304, and the target item categories corresponding to advertising media 302, 303, 304 are (cosmetics, mother and baby), (men's clothing, mobile phone), (women's clothing) in sequence.
  • the advertisement by determining the user portrait information of each user in the user collection and the media portrait information of each advertisement media in the advertisement media collection; according to the user portrait information and media portrait information, the advertisement
  • Each advertising medium in the media set is suitable for the target item category of the advertisement; for each advertising medium in the advertising media set, determine the user to be advertised with the target item category corresponding to the advertising medium as the new item category, And advertise the items under the target item category to the user to be advertised, thereby providing a method for placing advertisements, improving the pertinence of advertising, and improving the effect of attracting new categories.
  • FIG. 4 shows a schematic flow 400 of an embodiment of a method for placing advertisements according to the present application, including the following steps:
  • Step 401 according to the user data obtained from the e-commerce platform, determine the category of new items that each user has never placed an order, the behavior label that characterizes the behavior characteristics of the user on the e-commerce platform, and the attribute information that characterizes the user’s attribute information on the e-commerce platform. Attribute tag to get the user portrait information of each user.
  • Step 402 for each advertising media in the advertising media set, perform the following operations:
  • Step 4021 according to the acquired data of the advertising media, determine the association information between the advertising media and the users of the orders attracted by the advertising media, and the information of the orders placed by each item category attracted by the advertising media percentage information.
  • Step 4022 Determine the media tag of the advertising media according to the user's behavior tags and attribute tags that have associated information with the advertising media.
  • Step 403 according to the media portrait information of each advertising medium, determine the first score of each item category involved in the advertising medium.
  • the same item category corresponds to the first score of each advertising medium, which is used to characterize the ordering information of the proportion of orders under the item category involved in each advertising medium.
  • Step 404 Obtain the representative population of each item category involved in each advertising medium through statistics, and determine the second score of each item category involved in each advertising medium.
  • the same item category corresponds to the second score of each advertising medium, which is used to represent the ranking information of the proportion of the representative population of the item category involved in each advertising medium.
  • Step 405 according to the relevant representative population of each item category, determine the third score of each item category involved in each advertising medium.
  • the same item category corresponds to the third score of each advertising media, which is used to represent the ranking information of the proportion of the relevant representative population of the item category involved in each advertising media, and the relevant representative population is the item category The representative population of the target related category.
  • Step 406 according to the first score, the second score and the third score of the same item category corresponding to each advertising medium, determine the target item category for each advertising medium suitable for advertisement.
  • Step 407 for each advertisement medium in the advertisement medium collection, determine the users to be advertised who take the target item category corresponding to the advertisement medium as the new item category.
  • Step 408 determining the matching degree between multiple item categories in the target item category and users to be advertised.
  • Step 409 according to the degree of matching, advertise items under multiple item categories to users to be advertised.
  • the process 400 of the method for placing advertisements in this embodiment specifically illustrates the process of determining the target item category of each advertising medium, the advertisement The delivery process further improves the pertinence and efficiency of advertising delivery.
  • the present application provides an embodiment of a device for placing advertisements, which corresponds to the method embodiment shown in FIG. 2 .
  • the device can be specifically applied to various electronic devices.
  • the apparatus for placing advertisements includes: a first determining unit 501 configured to determine user portrait information of each user in the user set and media portrait information of each advertising medium in the advertising media set;
  • the second determination unit 502 is configured to determine, according to user portrait information and media portrait information, each advertisement medium in the advertisement media set is suitable for the target item category of advertisement;
  • the advertisement unit 503 is configured to For each advertising medium, determine the user to be advertised with the target item category corresponding to the advertising medium as the new item category, and advertise items under the target item category to the user to be advertised.
  • the second determining unit 502 is further configured to: determine the first category of each item category involved in the advertising media according to the media portrait information of each advertising media value, wherein the same item category corresponds to the first score of each advertising medium, which is used to characterize the ranking information of the proportion of orders under the item category involved in each advertising medium; statistics are obtained for each advertising medium
  • the representative population of each item category involved determines the second score of each item category involved in each advertising medium, wherein the same item category corresponds to the second score of each advertising medium, using According to the ranking information representing the proportion of the representative population of the item category involved in each advertising media; according to the relevant representative population of each item category, determine the third place of each item category involved in each advertising media Score, where the same item category corresponds to the third score of each advertising media, which is used to represent the ranking information of the proportion of the relevant representative population of the item category involved in each advertising media, and the relevant representative population is The representative population of the associated category of the item category; according to the first score, second score and third score of
  • the second determination unit 502 is further configured to: determine the matching degree between multiple item categories in the target item category and the user to be advertised; , to advertise items under multiple item categories to the user to be advertised.
  • the second determination unit 502 is further configured to: determine the first behavior data of the user to be advertised under each item category, and the The second behavior data under the associated category; according to the first behavior data and the second behavior data of the user to be advertised, determine the matching degree between multiple item categories in the target item category and the user to be advertised.
  • the first determining unit 501 is further configured to: determine the category of new items that each user has never placed an order according to the user data obtained from the e-commerce platform, and the representative user The behavior label of the behavior characteristics on the e-commerce platform and the attribute label representing the attribute information of the user on the e-commerce platform obtain the user portrait information of each user.
  • the first determining unit 501 is further configured to: for each advertising media in the advertising media set, perform the following operations: according to the acquired data of the advertising media, determine The association information between the advertising media and the users of the orders attracted by the advertising media, and the proportion information of the orders placed in each item category attracted by the advertising media; according to the users who have associated information with the advertising media Behavior tags and attribute tags to determine the media tag of the advertising medium.
  • the second determining unit 502 is further configured to: for each advertising media in the advertising media set, determine the item category corresponding to each order attracted by the advertising media and the user's attribute label; count the item categories and user attribute labels corresponding to each order attracted by each advertising medium, and determine the representative population of each item category involved in each advertising medium.
  • the first determining unit in the device for placing advertisements determines the user portrait information of each user in the user set and the media portrait information of each advertising media in the advertising media set; Portrait information and media portrait information determine the target item category for each advertising medium in the advertising media set; for each advertising medium in the advertising media set, the advertising unit determines the target item category corresponding to the advertising medium The item is the user to be advertised in the new item category, and the item under the target item category is advertised to the user to be advertised, thereby providing a device for advertising, improving the pertinence of advertising, and improving the category Create new effects.
  • FIG. 6 it shows a schematic structural diagram of a computer system 600 suitable for implementing the devices of the embodiments of the present application (such as the devices 101 , 102 , 103 , and 105 shown in FIG. 1 ).
  • the device shown in FIG. 6 is only an example, and should not limit the functions and scope of use of this embodiment of the present application.
  • a computer system 600 includes a processor (eg, CPU, central processing unit) 601, which can be loaded into a random access memory (RAM) according to a program stored in a read-only memory (ROM) 602 or from a storage section 608.
  • the program in 603 executes various appropriate actions and processing.
  • RAM603 various programs and data required for the operation of the system 600 are also stored.
  • the processor 601 , ROM 602 and RAM 603 are connected to each other through a bus 604 .
  • An input/output (I/O) interface 605 is also connected to the bus 604 .
  • the following components are connected to the I/O interface 605: an input section 606 including a keyboard, a mouse, etc.; an output section 607 including a cathode ray tube (CRT), a liquid crystal display (LCD), etc., and a speaker; a storage section 608 including a hard disk, etc. and a communication section 609 including a network interface card such as a LAN card, a modem, or the like.
  • the communication section 609 performs communication processing via a network such as the Internet.
  • a drive 610 is also connected to the I/O interface 605 as needed.
  • a removable medium 611 such as a magnetic disk, optical disk, magneto-optical disk, semiconductor memory, etc. is mounted on the drive 610 as necessary so that a computer program read therefrom is installed into the storage section 608 as necessary.
  • the processes described above with reference to the flowcharts can be implemented as computer software programs.
  • the embodiments of the present application include a computer program product, which includes a computer program carried on a computer-readable medium, where the computer program includes program codes for executing the methods shown in the flowcharts.
  • the computer program may be downloaded and installed from a network via communication portion 609 and/or installed from removable media 611 .
  • the processor 601 executes the above-mentioned functions defined in the method of the present application.
  • the computer-readable medium in the present application may be a computer-readable signal medium or a computer-readable storage medium or any combination of the above two.
  • a computer readable storage medium may be, for example, but not limited to, an electrical, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination thereof. More specific examples of computer-readable storage media may include, but are not limited to, electrical connections with one or more wires, portable computer diskettes, hard disks, random access memory (RAM), read-only memory (ROM), erasable Programmable read-only memory (EPROM or flash memory), optical fiber, portable compact disk read-only memory (CD-ROM), optical storage device, magnetic storage device, or any suitable combination of the above.
  • a computer-readable storage medium may be any tangible medium that contains or stores a program that can be used by or in conjunction with an instruction execution system, apparatus, or device.
  • a computer-readable signal medium may include a data signal propagated in baseband or as part of a carrier wave, in which computer-readable program codes are carried. Such propagated data signals may take many forms, including but not limited to electromagnetic signals, optical signals, or any suitable combination of the foregoing.
  • a computer-readable signal medium may also be any computer-readable medium other than a computer-readable storage medium, which can send, propagate, or transmit a program for use by or in conjunction with an instruction execution system, apparatus, or device.
  • Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to wireless, wireline, optical fiber cable, RF, etc., or any suitable combination of the foregoing.
  • Computer program code for carrying out the operations of this application may be written in one or more programming languages, or combinations thereof, including object-oriented programming languages—such as Java, Smalltalk, C++, and conventional procedural programming language—such as "C" or a similar programming language.
  • the program code may execute entirely on the client computer, partly on the client computer, as a stand-alone software package, partly on the client computer and partly on a remote computer or entirely on the remote computer or server.
  • the remote computer can be connected to the client computer through any kind of network, including a local area network (LAN) or a wide area network (WAN), or it can be connected to an external computer (such as through an Internet service provider). Internet connection).
  • LAN local area network
  • WAN wide area network
  • Internet service provider such as AT&T, MCI, Sprint, EarthLink, MSN, GTE, etc.
  • each block in a flowchart or block diagram may represent a module, program segment, or portion of code that contains one or more logical functions for implementing specified executable instructions.
  • the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or they may sometimes be executed in the reverse order, depending upon the functionality involved.
  • each block of the block diagrams and/or flowchart illustrations, and combinations of blocks in the block diagrams and/or flowchart illustrations can be implemented by a dedicated hardware-based system that performs the specified functions or operations , or may be implemented by a combination of dedicated hardware and computer instructions.
  • the units involved in the embodiments described in the present application may be implemented by means of software or by means of hardware.
  • the described units may also be set in a processor, for example, may be described as: a processor including a first determination unit, a second determination unit, and an advertisement unit.
  • the names of these units do not constitute a limitation to the unit itself under certain circumstances.
  • the advertising unit can also be described as "for each advertising media in the advertising media collection, determine the target corresponding to the advertising media.
  • the item category is a user to be advertised of a new item category, and a unit of an item under the target item category is advertised to the user to be advertised.”
  • the present application also provides a computer-readable medium.
  • the computer-readable medium may be included in the device described in the above embodiments, or it may exist independently without being assembled into the device.
  • the above-mentioned computer-readable medium carries one or more programs.
  • the computer device determines the user profile information of each user in the user collection and each user in the advertising media collection.
  • the media portrait information of each advertising media according to the user portrait information and media portrait information, determine the target item category for each advertising media in the advertising media collection that is suitable for advertising; for each advertising media in the advertising media collection, determine the following
  • the target item category corresponding to the advertising medium is the user to be advertised of the new item category, and the items under the target item category are advertised to the user to be advertised.

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Abstract

一种用于投放广告的方法及装置。该方法包括：确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息(S201)；根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目(S202)；对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品(S203)。

Description

用于投放广告的方法及装置
本专利申请要求于2021年05月27日提交的、申请号为202110617413.4、发明名称为“用于投放广告的方法和装置”的中国专利申请的优先权，该申请的全文以引用的方式并入本申请中。
技术领域
本申请实施例涉及计算机技术领域，具体涉及一种用于投放广告的方法及装置。
背景技术
类目拉新是指在商品类目下吸引新用户，对各个电商的日活跃用户量以及类目增长有着非常重要的作用。在电商领域中，各电商平台一般通过CPA(Cost Per Action，每次活动成本)、CPS(Cost Per Sales，每次销售成本)等方式进行类目拉新。CPA方式下，广告媒体为电商平台带来新用户的账号注册、激活等行为，即是有效的广告，广告商需对广告媒体付费。CPS方式下，广告媒体为电商平台带来用户的消费行为，即是有效的广告。基于CPA或者CPS等电商常规商业合作手段进行广告投放，往往通过头部广告媒体进行单品或者活动的广告投放，再根据各个单品或者活动的类目拉新效果进行广告投放的调整，最终通过轮换商品或者活动的方式来实现类目拉新的目标。
发明内容
本申请实施例提出了一种用于投放广告的方法及装置。
第一方面，本申请实施例提供了一种用于投放广告的方法，包括：确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目；对于广告媒体集合中的 每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品。
第二方面，本申请实施例提供了一种用于投放广告的装置，包括：第一确定单元，被配置成确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；第二确定单元，被配置成根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目；广告单元，被配置成对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品。
第三方面，本申请实施例提供了一种计算机可读介质，其上存储有计算机程序，其中，程序被处理器执行时实现如第一方面任一实现方式描述的方法。
第四方面，本申请实施例提供了一种电子设备，包括：一个或多个处理器；存储装置，其上存储有一个或多个程序，当一个或多个程序被一个或多个处理器执行，使得一个或多个处理器实现如第一方面任一实现方式描述的方法。
第五方面，本公开的实施例提供了一种包括计算机程序的计算机程序产品，该计算机程序在被处理器执行时能够实现如第一方面中任一实现方式描述的方法。
附图说明
通过阅读参照以下附图所作的对非限制性实施例所作的详细描述，本申请的其它特征、目的和优点将会变得更明显：
图1是本申请的一个实施例可以应用于其中的示例性系统架构图；
图2是根据本申请用于投放广告的方法的一个实施例的流程图；
图3是根据本实施例的用于投放广告的方法的应用场景的示意图；
图4是根据本申请的用于投放广告的方法的又一个实施例的流程图；
图5是根据本申请的用于投放广告的装置的一个实施例的结构图；
图6是适于用来实现本申请实施例的计算机系统的结构示意图。
具体实施方式
下面结合附图和实施例对本申请作进一步的详细说明。可以理解的是，此处所描述的具体实施例仅仅用于解释相关发明，而非对该发明的限定。另外还需要说明的是，为了便于描述，附图中仅示出了与有关发明相关的部分。
需要说明的是，在不冲突的情况下，本申请中的实施例及实施例中的特征可以相互组合。下面将参考附图并结合实施例来详细说明本申请。
图1示出了可以应用本申请的用于投放广告的方法及装置的示例性架构100。
如图1所示，系统架构100可以包括终端设备101、102、103，网络104和服务器105。终端设备101、102、103之间通信连接构成拓扑网络，网络104用以在终端设备101、102、103和服务器105之间提供通信链路的介质。网络104可以包括各种连接类型，例如有线、无线通信链路或者光纤电缆等等。
终端设备101、102、103可以是支持网络连接从而进行数据交互和数据处理的硬件设备或软件。当终端设备101、102、103为硬件时，其可以是支持网络连接，信息获取、交互、显示、处理等功能的各种电子设备，包括但不限于智能手机、平板电脑、电子书阅读器、膝上型便携计算机和台式计算机等等。当终端设备101、102、103为软件时，可以安装在上述所列举的电子设备中。其可以实现成例如用来提供分布式服务的多个软件或软件模块，也可以实现成单个软件或软件模块。在此不做具体限定。
服务器105可以是提供各种服务的服务器，例如获取用户通过终端设备101、102、103生成的视频查看请求，进行视频播放的后台服务器。后台服务器可以通过终端设备向用户展示表征物品的广告。作为示例，服务器105可以是云端服务器。
需要说明的是，服务器可以是硬件，也可以是软件。当服务器为硬件时，可以实现成多个服务器组成的分布式服务器集群，也可以实现成单个服务器。当服务器为软件时，可以实现成多个软件或软件模块(例如用来提供分布式服务的软件或软件模块)，也可以实现成单个软件或软件模块。在此不做具体限定。
还需要说明的是，本申请的实施例所提供的用于投放广告的方法可以由服务器执行，也可以由终端设备执行，还可以由服务器和终端设备彼此配合执行。相应地，用于投放广告的装置包括的各个部分(例如各个单元)可以全部设置于服务器中，也可以全部设置于终端设备中，还可以分别设置于服务器和终端设备中。
应该理解，图1中的终端设备、网络和服务器的数目仅仅是示意性的。根据实现需要，可以具有任意数目的终端设备、网络和服务器。当用于投放广告的方法运行于其上的电子设备不需要与其他电子设备进行数据传输时，该系统架构可以仅包括用于投放广告的方法运行于其上的电子设备(例如服务器或终端设备)。
继续参考图2，示出了用于投放广告的方法的一个实施例的流程200，包括以下步骤：
步骤201，确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息。
本实施例中，用于投放广告的方法的执行主体(例如图1中的服务器)可以确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息。
本实施例中，用户集合中的用户是电商平台中的用户。上述执行主体可以获取电商平台中的用户数据。其中，用户数据可以是电商平台所涉及的多维度的用户数据，包括但不限于是用户在电商平台注册账号时的属性信息、用户在电商平台的浏览、下单等操作过程中产生的行为信息。根据用户集合中的每个用户的用户数据，上述执行主体可以生成该用户的用户画像信息。
在本实施例的一些可选的实现方式中，上述执行主体可以根据从电商平台获取的用户数据，确定每个用户未曾下过单的新物品类目、表征用户在电商平台的行为特征的行为标签以及表征用户在电商平台的属性信息的属性标签，得到每个用户的用户画像信息。
在本公开的各个实施例中，所涉及的用户个人信息的收集、存储、使用、加工、传输、提供和公开等处理，均符合相关法律法规的规定，且不 违背公序良俗。
作为示例，上述执行主体可以主要从物品类目、行为类型、行为时间三个维度构建用户的行为标签。例如，用户小王于1天前购买了物品类目为“手机”的物品，则“小王”行为标签为(“手机”，“购买”，“1天前”)。
广告媒体集合中的广告媒体可以是与电商平台具有合作关系，承接电商平台的广告业务的平台。作为示例，广告媒体可以是短视频平台，短视频平台承接电商平台的广告业务，在用户观看短视频的过程中向用户投放表征电商平台的物品的广告。
广告媒体的媒体画像信息可以根据广告媒体通过所投放的广告而所吸引的用户的画像信息而生成。作为示例，对于每个广告媒体，上述执行主体可以统计该广告媒体通过所投放的广告而所吸引的用户的用户标签、属性标签，将所得到的统计信息作为该广告媒体的媒体画像信息。
在本实施例的一些可选的实现方式中，对于广告媒体集合中的每个广告媒体，上述执行主体执行如下操作：首先，根据所获取的该广告媒体的数据，确定该广告媒体与该广告媒体所吸引的订单所属的用户之间的关联信息，以及该广告媒体所吸引的、每个物品类目下的订单的占比信息；然后，根据与该广告媒体具有关联信息的用户的行为标签和属性标签，确定该广告媒体的媒体标签。
作为示例，上述执行主体可以建立用户的用户ID(Identity Document，身份标识号)和广告媒体的媒体ID之间的映射关系，通过映射关系集合
userPairSet＝{(A，B，W) k|0<k≤K}
表征具有关联信息的媒体ID与用户ID的关联组(A，B，W)的数量。其中，A为媒体ID，B为电商平台的用户ID，W为距离当前时间最近的、媒体ID与用户ID建立关联信息的时间，K表征关联组的数量。例如，用户点击短视频平台中播放的广告链接，下单了广告链接表征的商品，则认为用户与短视频平台建立了关联。
上述执行主体可以通过如下公式确定每个广告媒体所吸引的、每个物品类目下的订单的占比信息：
Figure PCTCN2022093838-appb-000001
其中，y为具体的物品类目的订单数量，∑y为具体的广告媒体下所涉 及的所有物品类目的订单总数量。
上述执行主体可以如下公式所确定的分数的形式，表征广告媒体的媒体标签：
Figure PCTCN2022093838-appb-000002
其中，x为具体的用户标签(包括行为标签、属性标签)下的用户数量，∑x为该类别的用户标签下的用户总数量。例如，广告媒体A下有100个用户，其中男性标签下的用户有60个，女性标签下的用户有40个，则广告媒体A的性别打分为{男＝60/100＝0.6，女＝40/100＝0.4}。
步骤202，根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目。
本实施例中，上述执行主体可以根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目。
作为示例，上述执行主体可以根据广告媒体的媒体画像信息，确定该广告媒体通过投放的广告所吸引的订单，并统计每个订单所属的物品类目；进而将统计得到的订单数量较多的物品类目确定为广告媒体的目标物品类目。
作为又一示例，上述执行主体可以根据广告媒体的媒体画像信息，确定所涉及的用户的用户画像信息，并对所涉及的所有用户的用户画像信息进行统计分析，确定出广告媒体的主要用户群体，以及主要用户群体下单数量较多的物品类目，并将下单数量较多的物品类目确定为广告媒体适于广告的目标物品类目。
在本实施例的一些可选的实现方式中，上述执行主体可以通过如下方式执行上述步骤202：
第一，根据每个广告媒体的媒体画像信息，确定该广告媒体所涉及的每个物品类目的第一分值。
其中，同一物品类目对应于每个广告媒体的第一分值，用于表征每个广告媒体所涉及的该物品类目下的订单的占比的排序信息。
作为示例，对于每个物品类目，确定每个广告媒体所涉及的该物品类目下的订单的占比；然后，基于该物品类目的订单的占比，对各广告媒体进行排序，确定各广告媒体在该物品类目下的排序位置，排序位置可以通 过排序序号表征，并通过如下公式确定每个广告媒体在该类目下的第一分值：
Figure PCTCN2022093838-appb-000003
其中，z表示广告媒体在该物品类目下的排序位置。
第二，统计得到每个广告媒体所涉及的每个物品类目的代表人群，确定每个广告媒体所涉及的每个物品类目的第二分值。
其中，同一物品类目对应于每个广告媒体的第二分值，用于表征每个广告媒体所涉及的该物品类目的代表人群的占比的排序信息。
本实现方式中，根据广告媒体的媒体画像信息，可以确定广告媒体所涉及的每个物品类目下的订单所对应的用户，并对同一物品类目下的用户的用户画像信息进行统计分析，确定每个物品类目的代表人群。例如，将每个物品类目下的用户基于属性信息进行分类，将数量最多的分类下的人群确定为物品类目的代表人群。
上述执行主体首先确定每个广告媒体所涉及的该物品类目下的代表人群的占比；然后，基于该物品类目的代表人群的占比，对各广告媒体进行排序，确定各广告媒体在该物品类目下的排序位置，排序位置可以通过排序序号表征，并通过如第一分值的计算公式确定每个广告媒体在该类目下的第二分值。
在本实施例的一些可选的实现方式中，上述执行主体可以通过如下方式确定物品类目的代表人群：首先，对于广告媒体集合中的每个广告媒体，确定该广告媒体所吸引的每个订单对应的物品类目和用户的属性标签；然后，统计每个广告媒体所吸引的每个订单对应的物品类目和用户的属性标签，确定每个广告媒体所涉及的每个物品类目的代表人群。
广告媒体所吸引的订单表征用户根据广告媒体所投放的广告触发物品的购买链接而购买的订单。作为示例，订单的物品类目和用户的属性标签信息如下：(“女装”，“男”，“订单1”，“20-30岁”)，(“女装”，“女”，“订单2”，“20-30岁”)，(“女装”，“女”，“订单3”，“20-30岁”)，(“女装”，“女”，“订单4”，“30-40岁”)，(“女装”，“女”，“订单5”，“30-40岁”)，(“女装”，“女”，“订单6”，“20-30岁”)，(“女装”，“女”，“订单7”，“20-30岁”)。其中，通过统计发现用户标签为“女”、“20-30岁”的有4 个订单(即订单量最大值)，则组合标签“女”、“20-30岁”所表征的人群作为“女装”类目的代表人群。
第三，根据每个物品类目的相关代表人群，确定每个广告媒体所涉及的每个物品类目的第三分值。
其中，同一物品类目对应于每个广告媒体的第三分值，用于表征每个广告媒体所涉及的该物品类目的相关代表人群的占比的排序信息，相关代表人群为该物品类目的关联类目的代表人群。
本实现方式中，上述执行主体可以基于电商平台的用户的浏览、点击、下单等操作数据分析，确定物品类目之间的关联度，并将关联度大于预设阈值的物品类目确定为关联类目。
上述执行主体首先确定每个广告媒体所涉及的该物品类目的关联类目下的代表人群(即相关代表人群)的占比；然后，基于该物品类目的相关代表人群的占比，对各广告媒体进行排序，确定各广告媒体在该物品类目下的排序位置，排序位置可以通过排序序号表征，并通过如第一分值的计算公式确定每个广告媒体在该类目下的第三分值。
第四，根据同一物品类目对应于每个广告媒体的第一分值、第二分值和第三分值，确定出每个广告媒体适于广告的目标物品类目。
作为示例，上述执行主体可以对广告媒体的第一分值、第二分值和第三分值进行加权平均，根据加权平均后的分值确定广告媒体适于广告的目标物品类目。例如，对于每个广告媒体，将该广告媒体下的每个物品类目对应的加权平均后的分值进行排序，将排序在前的多个物品类目确定为目标物品类目。
步骤203，对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品。
本实施例中，上述执行主体可以对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品。
新物品类目表征用户未曾下过单的物品类目。上述执行主体可以根据用户的用户画像信息确定用户的新物品类目。
作为示例，对于广告媒体集合中的每个广告媒体，在确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户之后，可以随机确定目标物品类目下的多个物品，并向待被广告用户广告目标物品类目下的多个物品。
作为又一示例，上述执行主体还可以结合关于物品类目下的商品的销售目标信息，以旨在广告目标物品类目下未完成销售目标的商品，早日达成销售目标。
在本实施例的一些可选的实现方式中，上述执行主体可以通过如下方式向待被广告用户广告目标物品类目下的物品：
第一，确定目标物品类目中的多个物品类目与待被广告用户之间的匹配度。
本实现方式中，目标物品类目虽然是待被广告用户的新物品类目，但是上述执行可以根据物品类目之间关联信息，确定目标物品类目中的多个物品类目与待被广告用户之间的匹配度。作为示例，对于目标物品类目中的每个物品类目，确定待被广告用户在该物品类目的关联类目下的商品的浏览、点击、下单等操作行为数据，确定待被广告用户与该物品类目的匹配度。可以理解，用户在该物品类目的关联类目下的商品的浏览、点击、下单等操作行为数据越多，待被广告用户与该物品类目的匹配度越高。
第二，根据匹配度，向待被广告用户广告多个物品类目下的物品。
作为示例，上述执行主体可以根据匹配度对目标物品类目中的每个物品类目进行排序，并按照排序信息向待被广告用户广告多个物品类目下的物品。
在本实施例的一些可选的实现方式中，上述执行主体可以通过如下方式执行上述第一步骤：
首先，确定待被广告用户在每个物品类目下的第一行为数据，以及在每个物品类目的关联类目下的第二行为数据；然后，根据待被广告用户的第一行为数据和第二行为数据，确定目标物品类目中的多个物品类目与待被广告用户之间的匹配度。
其中，第一行为数据、第二行为数据主要包括浏览、点击、搜索、加购、购买等行为数据。
作为示例，目标物品类目包括电脑、女装、男装、化妆品、纸尿裤，女装的关联类目为化妆品、纸尿裤，电脑的关联类目为手机、男装，化妆品的关联类目为纸尿裤。
待被广告用户的第一行为数据、第二行为数据如下表所示，其中，1表示存在对应的行为，0表示不存在对应的行为。
Figure PCTCN2022093838-appb-000004
LR(Logistic Regression，逻辑回归)算法权重表征对各个特征信息的打分权重，可根据实际情况灵活设置。如上所示，权重V1＝(0.1，0.23，0.5，0.4，0.02，0.11，0.1，0.24)。
待被广告用户在电脑类目的行为向量为V2＝(1，0，0，0，0，0，0，0)，则电脑类目的商品与待被广告用户的匹配度分值为：V1*V2＝0.1*1+0.23*0+0.5*0+0.4*0+0.02*0+0.11*0+0.1*0+0.24*0＝0.1
通过以上计算方法，依次计算各个类目商品的权重为(电脑，0.1)，(女装，0.4)，(男装，0.02)，(化妆品，0.34)，(纸尿裤，0.26)，并最终按照匹配度分值进行降序排序，得到如下的列表<(女装，0.4)，(化妆品，0.34)，(纸尿裤，0.26)，(电脑，0.1)，男装，0.02)>。
继续参见图3，图3是根据本实施例的用于投放广告的方法的应用场景的一个示意图300。在图3的应用场景中，首先，服务器301确定电商品台对应的用户集合中的每个用户的用户画像信息，以及电商品台进行广 告投放的广告媒体集合中的每个广告媒体的媒体画像信息。然后，根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目。其中，广告媒体集合包括广告媒体302、303、304，对应于广告媒体302、303、304的目标物品类目依次为(化妆品、母婴)、(男装、手机)、(女装)。对于广告媒体302，确定以该广告媒体对应的化妆品、母婴类目为新物品类目的待被广告用户，并向待被广告用户广告化妆品、母婴类目下的物品；对于广告媒体303，确定以该广告媒体对应的男装、手机类目为新物品类目的待被广告用户，并向待被广告用户广告男装、手机类目下的物品；对于广告媒体304，确定以该广告媒体对应的女装类目为新物品类目的待被广告用户，并向待被广告用户广告女装类目下的物品。
本申请的上述实施例提供的方法，通过确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目；对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品，从而提供了一种用于投放广告的方法，提高了广告投放的针对性，提升了类目拉新效果。
继续参考图4，示出了根据本申请的用于投放广告的方法的一个实施例的示意性流程400，包括以下步骤：
步骤401，根据从电商平台获取的用户数据，确定每个用户未曾下过单的新物品类目、表征用户在电商平台的行为特征的行为标签以及表征用户在电商平台的属性信息的属性标签，得到每个用户的用户画像信息。
步骤402，对于广告媒体集合中的每个广告媒体，执行如下操作：
步骤4021，根据所获取的该广告媒体的数据，确定该广告媒体与该广告媒体所吸引的订单的用户之间的关联信息，以及该广告媒体所吸引的、每个物品类目下的订单的占比信息。
步骤4022，根据与该广告媒体具有关联信息的用户的行为标签和属性标签，确定该广告媒体的媒体标签。
步骤403，根据每个广告媒体的媒体画像信息，确定该广告媒体所涉及的每个物品类目的第一分值。
其中，同一物品类目对应于每个广告媒体的第一分值，用于表征每个广告媒体所涉及的该物品类目下的订单的占比的排序信息。
步骤404，统计得到每个广告媒体所涉及的每个物品类目的代表人群，确定每个广告媒体所涉及的每个物品类目的第二分值。
其中，同一物品类目对应于每个广告媒体的第二分值，用于表征每个广告媒体所涉及的该物品类目的代表人群的占比的排序信息。
步骤405，根据每个物品类目的相关代表人群，确定每个广告媒体所涉及的每个物品类目的第三分值。
其中，同一物品类目对应于每个广告媒体的第三分值，用于表征每个广告媒体所涉及的该物品类目的相关代表人群的占比的排序信息，相关代表人群为该物品类目的关联类目的代表人群。
步骤406，根据同一物品类目对应于每个广告媒体的第一分值、第二分值和第三分值，确定出每个广告媒体适于广告的目标物品类目。
步骤407，对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户。
步骤408，确定目标物品类目中的多个物品类目与待被广告用户之间的匹配度。
步骤409，根据匹配度，向待被广告用户广告多个物品类目下的物品。
从本实施例中可以看出，与图2对应的实施例相比，本实施例中的用于投放广告的方法的流程400具体说明了每个广告媒体的目标物品类目的确定过程、广告的投放过程，进一步提高了广告投放的针对性和效率。
继续参考图5，作为对上述各图所示方法的实现，本申请提供了一种用于投放广告的装置的一个实施例，该装置实施例与图2所示的方法实施例相对应，该装置具体可以应用于各种电子设备中。
如图5所示，用于投放广告的装置包括：第一确定单元501，被配置成确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；第二确定单元502，被配置成根据用户画像信息 和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目；广告单元503，被配置成对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品。
在本实施例的一些可选的实现方式中，第二确定单元502，进一步被配置成：根据每个广告媒体的媒体画像信息，确定该广告媒体所涉及的每个物品类目的第一分值，其中，同一物品类目对应于每个广告媒体的第一分值，用于表征每个广告媒体所涉及的该物品类目下的订单的占比的排序信息；统计得到每个广告媒体所涉及的每个物品类目的代表人群，确定每个广告媒体所涉及的每个物品类目的第二分值，其中，同一物品类目对应于每个广告媒体的第二分值，用于表征每个广告媒体所涉及的该物品类目的代表人群的占比的排序信息；根据每个物品类目的相关代表人群，确定每个广告媒体所涉及的每个物品类目的第三分值，其中，同一物品类目对应于每个广告媒体的第三分值，用于表征每个广告媒体所涉及的该物品类目的相关代表人群的占比的排序信息，相关代表人群为该物品类目的关联类目的代表人群；根据同一物品类目对应于每个广告媒体的第一分值、第二分值和第三分值，确定出每个广告媒体适于广告的目标物品类目。
在本实施例的一些可选的实现方式中，第二确定单元502，进一步被配置成：确定目标物品类目中的多个物品类目与待被广告用户之间的匹配度；根据匹配度，向待被广告用户广告多个物品类目下的物品。
在本实施例的一些可选的实现方式中，第二确定单元502，进一步被配置成：确定待被广告用户在每个物品类目下的第一行为数据，以及在每个物品类目的关联类目下的第二行为数据；根据待被广告用户的第一行为数据和第二行为数据，确定目标物品类目中的多个物品类目与待被广告用户之间的匹配度。
在本实施例的一些可选的实现方式中，第一确定单元501，进一步被配置成：根据从电商平台获取的用户数据，确定每个用户未曾下过单的新物品类目、表征用户在电商平台的行为特征的行为标签以及表征用户在电商平台的属性信息的属性标签，得到每个用户的用户画像信息。
在本实施例的一些可选的实现方式中，第一确定单元501，进一步被 配置成：对于广告媒体集合中的每个广告媒体，执行如下操作：根据所获取的该广告媒体的数据，确定该广告媒体与该广告媒体所吸引的订单的用户之间的关联信息，以及该广告媒体所吸引的、每个物品类目下的订单的占比信息；根据与该广告媒体具有关联信息的用户的行为标签和属性标签，确定该广告媒体的媒体标签。
在本实施例的一些可选的实现方式中，第二确定单元502，进一步被配置成：对于广告媒体集合中的每个广告媒体，确定该广告媒体所吸引的每个订单对应的物品类目和用户的属性标签；统计每个广告媒体所吸引的每个订单对应的物品类目和用户的属性标签，确定每个广告媒体所涉及的每个物品类目的代表人群。
本实施例中，用于投放广告的装置中的第一确定单元确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；第二确定单元根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目；广告单元对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品，从而提供了一种用于投放广告的装置，提高了广告投放的针对性，提升了类目拉新效果。
下面参考图6，其示出了适于用来实现本申请实施例的设备(例如图1所示的设备101、102、103、105)的计算机系统600的结构示意图。图6示出的设备仅仅是一个示例，不应对本申请实施例的功能和使用范围带来任何限制。
如图6所示，计算机系统600包括处理器(例如CPU，中央处理器)601，其可以根据存储在只读存储器(ROM)602中的程序或者从存储部分608加载到随机访问存储器(RAM)603中的程序而执行各种适当的动作和处理。在RAM603中，还存储有系统600操作所需的各种程序和数据。处理器601、ROM602以及RAM603通过总线604彼此相连。输入/输出(I/O)接口605也连接至总线604。
以下部件连接至I/O接口605：包括键盘、鼠标等的输入部分606；包 括诸如阴极射线管(CRT)、液晶显示器(LCD)等以及扬声器等的输出部分607；包括硬盘等的存储部分608；以及包括诸如LAN卡、调制解调器等的网络接口卡的通信部分609。通信部分609经由诸如因特网的网络执行通信处理。驱动器610也根据需要连接至I/O接口605。可拆卸介质611，诸如磁盘、光盘、磁光盘、半导体存储器等等，根据需要安装在驱动器610上，以便于从其上读出的计算机程序根据需要被安装入存储部分608。
特别地，根据本申请的实施例，上文参考流程图描述的过程可以被实现为计算机软件程序。例如，本申请的实施例包括一种计算机程序产品，其包括承载在计算机可读介质上的计算机程序，该计算机程序包含用于执行流程图所示的方法的程序代码。在这样的实施例中，该计算机程序可以通过通信部分609从网络上被下载和安装，和/或从可拆卸介质611被安装。在该计算机程序被处理器601执行时，执行本申请的方法中限定的上述功能。
需要说明的是，本申请的计算机可读介质可以是计算机可读信号介质或者计算机可读存储介质或者是上述两者的任意组合。计算机可读存储介质例如可以是——但不限于——电、磁、光、电磁、红外线、或半导体的系统、装置或器件，或者任意以上的组合。计算机可读存储介质的更具体的例子可以包括但不限于：具有一个或多个导线的电连接、便携式计算机磁盘、硬盘、随机访问存储器(RAM)、只读存储器(ROM)、可擦式可编程只读存储器(EPROM或闪存)、光纤、便携式紧凑磁盘只读存储器(CD-ROM)、光存储器件、磁存储器件、或者上述的任意合适的组合。在本申请中，计算机可读存储介质可以是任何包含或存储程序的有形介质，该程序可以被指令执行系统、装置或者器件使用或者与其结合使用。而在本申请中，计算机可读的信号介质可以包括在基带中或者作为载波一部分传播的数据信号，其中承载了计算机可读的程序代码。这种传播的数据信号可以采用多种形式，包括但不限于电磁信号、光信号或上述的任意合适的组合。计算机可读的信号介质还可以是计算机可读存储介质以外的任何计算机可读介质，该计算机可读介质可以发送、传播或者传输用于由指令执行系统、装置或者器件使用或者与其结合使用的程序。计算机可读介质上包含的程序代码可以用任何适当的介质传输，包括但不限于：无线、电线、光缆、 RF等等，或者上述的任意合适的组合。
可以以一种或多种程序设计语言或其组合来编写用于执行本申请的操作的计算机程序代码，程序设计语言包括面向目标的程序设计语言—诸如Java、Smalltalk、C++，还包括常规的过程式程序设计语言—诸如”C”语言或类似的程序设计语言。程序代码可以完全地在客户计算机上执行、部分地在客户计算机上执行、作为一个独立的软件包执行、部分在客户计算机上部分在远程计算机上执行、或者完全在远程计算机或服务器上执行。在涉及远程计算机的情形中，远程计算机可以通过任意种类的网络——包括局域网(LAN)或广域网(WAN)—连接到客户计算机，或者，可以连接到外部计算机(例如利用因特网服务提供商来通过因特网连接)。
附图中的流程图和框图，图示了按照本申请各种实施例的装置、方法和计算机程序产品的可能实现的体系架构、功能和操作。在这点上，流程图或框图中的每个方框可以代表一个模块、程序段、或代码的一部分，该模块、程序段、或代码的一部分包含一个或多个用于实现规定的逻辑功能的可执行指令。也应当注意，在有些作为替换的实现中，方框中所标注的功能也可以以不同于附图中所标注的顺序发生。例如，两个接连地表示的方框实际上可以基本并行地执行，它们有时也可以按相反的顺序执行，这依所涉及的功能而定。也要注意的是，框图和/或流程图中的每个方框、以及框图和/或流程图中的方框的组合，可以用执行规定的功能或操作的专用的基于硬件的系统来实现，或者可以用专用硬件与计算机指令的组合来实现。
描述于本申请实施例中所涉及到的单元可以通过软件的方式实现，也可以通过硬件的方式来实现。所描述的单元也可以设置在处理器中，例如，可以描述为：一种处理器，包括第一确定单元、第二确定单元和广告单元。其中，这些单元的名称在某种情况下并不构成对该单元本身的限定，例如，广告单元还可以被描述为“对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品的单元”。
作为另一方面，本申请还提供了一种计算机可读介质，该计算机可读介质可以是上述实施例中描述的设备中所包含的；也可以是单独存在，而 未装配入该设备中。上述计算机可读介质承载有一个或者多个程序，当上述一个或者多个程序被该装置执行时，使得该计算机设备：确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；根据用户画像信息和媒体画像信息，确定出广告媒体集合中的每个广告媒体适于广告的目标物品类目；对于广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向待被广告用户广告目标物品类目下的物品。
以上描述仅为本申请的较佳实施例以及对所运用技术原理的说明。本领域技术人员应当理解，本申请中所涉及的发明范围，并不限于上述技术特征的特定组合而成的技术方案，同时也应涵盖在不脱离上述发明构思的情况下，由上述技术特征或其等同特征进行任意组合而形成的其它技术方案。例如上述特征与本申请中公开的(但不限于)具有类似功能的技术特征进行互相替换而形成的技术方案。

Claims (17)

  1. 一种用于投放广告的方法，包括：
    确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；
    根据所述用户画像信息和所述媒体画像信息，确定出所述广告媒体集合中的每个广告媒体适于广告的目标物品类目；
    对于所述广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向所述待被广告用户广告所述目标物品类目下的物品。
  2. 根据权利要求1所述的方法，其中，所述根据所述用户画像信息和所述媒体画像信息，确定出所述广告媒体集合中的每个广告媒体适于广告的目标物品类目，包括：
    根据每个广告媒体的媒体画像信息，确定该广告媒体所涉及的每个物品类目的第一分值，其中，同一物品类目对应于每个广告媒体的第一分值，用于表征每个广告媒体所涉及的该物品类目下的订单的占比的排序信息；
    统计得到每个广告媒体所涉及的每个物品类目的代表人群，确定每个广告媒体所涉及的每个物品类目的第二分值，其中，同一物品类目对应于每个广告媒体的第二分值，用于表征每个广告媒体所涉及的该物品类目的代表人群的占比的排序信息；
    根据每个物品类目的相关代表人群，确定每个广告媒体所涉及的每个物品类目的第三分值，其中，同一物品类目对应于每个广告媒体的第三分值，用于表征每个广告媒体所涉及的该物品类目的相关代表人群的占比的排序信息，所述相关代表人群为该物品类目的关联类目的代表人群；
    根据同一物品类目对应于每个广告媒体的第一分值、第二分值和第三分值，确定出每个广告媒体适于广告的目标物品类目。
  3. 根据权利要求1所述的方法，其中，所述向所述待被广告用户广告所述目标物品类目下的物品，包括：
    确定所述目标物品类目中的多个物品类目与所述待被广告用户之间的匹配度；
    根据所述匹配度，向所述待被广告用户广告所述多个物品类目下的物品。
  4. 根据权利要求3所述的方法，其中，所述确定所述目标物品类目中的多个物品类目与所述待被广告用户之间的匹配度，包括：
    确定所述待被广告用户在每个物品类目下的第一行为数据，以及在每个物品类目的关联类目下的第二行为数据；
    根据所述待被广告用户的第一行为数据和第二行为数据，确定所述目标物品类目中的多个物品类目与所述待被广告用户之间的匹配度。
  5. 根据权利要求2所述的方法，其中，所述确定用户集合中的每个用户的用户画像信息，包括：
    根据从电商平台获取的用户数据，确定每个用户未曾下过单的新物品类目、表征用户在所述电商平台的行为特征的行为标签以及表征用户在所述电商平台的属性信息的属性标签，得到每个用户的用户画像信息。
  6. 根据权利要求5所述的方法，其中，确定广告媒体集合中的每个广告媒体的媒体画像信息，包括：
    对于所述广告媒体集合中的每个广告媒体，执行如下操作：
    根据所获取的该广告媒体的数据，确定该广告媒体与该广告媒体所吸引的订单的用户之间的关联信息，以及该广告媒体所吸引的、每个物品类目下的订单的占比信息；
    根据与该广告媒体具有关联信息的用户的行为标签和属性标签，确定该广告媒体的媒体标签。
  7. 根据权利要求5所述的方法，其中，所述统计得到每个广告媒体所涉及的每个物品类目的代表人群，包括：
    对于所述广告媒体集合中的每个广告媒体，确定该广告媒体所吸引的 每个订单对应的物品类目和用户的属性标签；
    统计每个广告媒体所吸引的每个订单对应的物品类目和用户的属性标签，确定每个广告媒体所涉及的每个物品类目的代表人群。
  8. 一种用于投放广告的装置，包括：
    第一确定单元，被配置成确定用户集合中的每个用户的用户画像信息和广告媒体集合中的每个广告媒体的媒体画像信息；
    第二确定单元，被配置成根据所述用户画像信息和所述媒体画像信息，确定出所述广告媒体集合中的每个广告媒体适于广告的目标物品类目；
    广告单元，被配置成对于所述广告媒体集合中的每个广告媒体，确定以该广告媒体对应的目标物品类目为新物品类目的待被广告用户，并向所述待被广告用户广告所述目标物品类目下的物品。
  9. 根据权利要求8所述的装置，其中，所述第二确定单元，进一步被配置成：
    根据每个广告媒体的媒体画像信息，确定该广告媒体所涉及的每个物品类目的第一分值，其中，同一物品类目对应于每个广告媒体的第一分值，用于表征每个广告媒体所涉及的该物品类目下的订单的占比的排序信息；统计得到每个广告媒体所涉及的每个物品类目的代表人群，确定每个广告媒体所涉及的每个物品类目的第二分值，其中，同一物品类目对应于每个广告媒体的第二分值，用于表征每个广告媒体所涉及的该物品类目的代表人群的占比的排序信息；根据每个物品类目的相关代表人群，确定每个广告媒体所涉及的每个物品类目的第三分值，其中，同一物品类目对应于每个广告媒体的第三分值，用于表征每个广告媒体所涉及的该物品类目的相关代表人群的占比的排序信息，所述相关代表人群为该物品类目的关联类目的代表人群；根据同一物品类目对应于每个广告媒体的第一分值、第二分值和第三分值，确定出每个广告媒体适于广告的目标物品类目。
  10. 根据权利要求8所述的装置，其中，所述第二确定单元，进一步被配置成：
    确定所述目标物品类目中的多个物品类目与所述待被广告用户之间的匹配度；根据所述匹配度，向所述待被广告用户广告所述多个物品类目下的物品。
  11. 根据权利要求10所述的装置，其中，所述第二确定单元，进一步被配置成：
    确定所述待被广告用户在每个物品类目下的第一行为数据，以及在每个物品类目的关联类目下的第二行为数据；根据所述待被广告用户的第一行为数据和第二行为数据，确定所述目标物品类目中的多个物品类目与所述待被广告用户之间的匹配度。
  12. 根据权利要求9所述的装置，其中，所述第一确定单元，进一步被配置成：
    根据从电商平台获取的用户数据，确定每个用户未曾下过单的新物品类目、表征用户在所述电商平台的行为特征的行为标签以及表征用户在所述电商平台的属性信息的属性标签，得到每个用户的用户画像信息。
  13. 根据权利要求12所述的装置，其中，所述第一确定单元，进一步被配置成：
    对于所述广告媒体集合中的每个广告媒体，执行如下操作：根据所获取的该广告媒体的数据，确定该广告媒体与该广告媒体所吸引的订单的用户之间的关联信息，以及该广告媒体所吸引的、每个物品类目下的订单的占比信息；根据与该广告媒体具有关联信息的用户的行为标签和属性标签，确定该广告媒体的媒体标签。
  14. 根据权利要求12所述的装置，其中，所述第二确定单元，进一步被配置成：
    对于所述广告媒体集合中的每个广告媒体，确定该广告媒体所吸引的每个订单对应的物品类目和用户的属性标签；统计每个广告媒体所吸引的每个订单对应的物品类目和用户的属性标签，确定每个广告媒体所涉及的 每个物品类目的代表人群。
  15. 一种计算机可读介质，其上存储有计算机程序，其中，所述程序被处理器执行时实现如权利要求1-7中任一所述的方法。
  16. 一种电子设备，包括：
    一个或多个处理器；
    存储装置，其上存储有一个或多个程序，
    当所述一个或多个程序被所述一个或多个处理器执行，使得所述一个或多个处理器实现如权利要求1-7中任一所述的方法。
  17. 一种计算机程序产品，包括计算机程序，所述计算机程序在被处理器执行时实现根据权利要求1-7中任一项所述的方法。
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CN116151889B (zh) * 2023-04-04 2023-06-20 上员品牌数智科技(深圳)有限公司 一种基于大数据的视频广告智能投放系统及方法

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