CN103606098A - Network real-time bidding control method and device - Google Patents
Network real-time bidding control method and device Download PDFInfo
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- CN103606098A CN103606098A CN201310632611.3A CN201310632611A CN103606098A CN 103606098 A CN103606098 A CN 103606098A CN 201310632611 A CN201310632611 A CN 201310632611A CN 103606098 A CN103606098 A CN 103606098A
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Abstract
The invention provides a network real-time bidding control method and device. The network real-time bidding control method comprises the following steps that advertisement publication site information for bidding is received, a bidding price of an advertisement publication site is determined according to the advertisement publication site information, and a bid is made for the advertisement publication site at the bidding price. By using the method, customized bidding can be conducted on different advertisements at different time dimensions, a fixed bid making mode in the prior art is avoided, investment and cost for advertisement resource purchase are reduced for an advertiser, and cost is reduced for an enterprise.
Description
Technical field
The present invention relates to network bid technical field, particularly bid during a kind of network implementation control method and device.
Background technology
Along with the widespread use of computing machine and Internet technology, increasing user selects ecommerce as a part for the life shopping of controlling oneself.Meanwhile, the fast development that many new technology business scopes that are different from traditional industries are accompanied by internet also grows up gradually.Wherein, Internet advertising transaction system is exactly one of them.
Internet advertising transaction system is the service system as stock exchange platform.Its principle of work is: a certain portal website can provide pop-up advertisement service, there is now a user opening the homepage of this portal website, this advertisement that Ze Gai portal website will eject at once auction of bidding in Internet advertising transaction system, different businessmans or enterprise can bid respectively according to the concrete condition of portal website, the pop-up advertisement that is obtained this portal website by highest bidder is weighed, thereby when user accesses this portal website, ejects the ad content of appointment.Because the time of bidding of this advertisement is very short, generally only have a few tens of milliseconds, therefore require businessman or enterprise to want the very fast auction of bidding.
In the prior art, due to the feature that the time of bidding is short, auction amount is large, many businessmans or enterprise all can not judge at the utmost point type or the source of different advertisements in the short time, more cannot distinguish and bid for the source of advertisement, therefore substantially all adopt the pattern of fixing bid to carry out advertisement bidding.But this pattern cannot consider the bid of advertisement, thereby greatly have influence on gray advertisement bid cost and throw in the effect that advertisement brings.
Summary of the invention
The present invention will solve bid while being to provide a kind of network implementation control method and device, avoided the fixedly bid pattern of advertisement in prior art, the composite factor having increased when advertisement bidding is considered, has reduced the advertising cost that user is shown, has also improved the input effect of advertisement.
The control method of bidding during network implementation, comprising:
Receive advertisement periodical position information to be bidded;
According to described advertisement periodical position information, determine the bid price of described advertisement periodical position;
With described bid price, bid in advertisement periodical position.
Preferably, the described bid price of determining described advertisement periodical position according to described advertisement periodical position information, is specially:
According to described advertisement periodical position information, determine whether the historical exposure of advertisement periodical position is greater than basic threshold exposure; Described historical exposure refers to the successful number of times of bidding in described advertisement periodical position;
If the exposure of described advertisement periodical position is greater than described basic threshold exposure, according to the clicking rate of described advertisement periodical position, determine the bid price of described advertisement periodical position.
Preferably, the described clicking rate according to described advertisement periodical position is determined the bid price of described advertisement periodical position, is specially:
If the historical clicking rate of described advertisement periodical position is greater than, optimize clicking rate threshold value, to click cost parameter and/or the success ratio parameter of bidding, determine the bid price of described advertisement periodical position.
Preferably, also comprise:
If the exposure of described advertisement periodical position is less than/equals described basic threshold exposure, according to the historical data of described advertisement periodical position, determine the bid price of described advertisement periodical position.
Preferably, the described historical data according to described advertisement periodical position is determined the bid price of described advertisement periodical position, is specially:
According to the price corresponding to historical clicking rate of described advertisement periodical position, as described advertisement, print the bid price of position.
Preferably, the described historical data according to described advertisement periodical position is determined the bid price of described advertisement periodical position, is specially:
According to the described advertisement periodical position bid price of successful historical bid price as described advertisement periodical position of having bidded.
Preferably, if the bid price of described advertisement periodical position is greater than the upper limit price of described advertisement periodical position, the described upper limit price of usining is printed the bid price of position as described advertisement.
The control device of bidding during network implementation, comprising: advertising message receiver module, bid price determination module and bid module;
Described advertising message receiver module, for receiving advertisement periodical position information to be bidded;
Described bid price determination module, for determining the bid price of described advertisement periodical position according to described advertisement periodical position information;
Described bid module, for bidding to advertisement periodical position with described bid price.
Preferably, described bid price determination module, comprising: exposure judgement submodule and normal price submodule;
Described exposure judgement submodule, for determining according to described advertisement periodical position information whether the historical exposure of described advertisement periodical position is greater than basic threshold exposure; Described historical exposure refers to the successful number of times of bidding in described advertisement periodical position;
Described normal price submodule, if be greater than described basic threshold exposure for the exposure of described advertisement periodical position, determines the bid price of described advertisement periodical position according to the clicking rate of described advertisement periodical position.
Preferably, described normal price submodule, comprising: Price optimization submodule;
Described Price optimization submodule, if be greater than optimization clicking rate threshold value for the historical clicking rate of described advertisement periodical position, determines the bid price of described advertisement periodical position to click cost parameter and/or the success ratio parameter of bidding.
Preferably, described bid price determination module, also comprises: historical data bid submodule;
Described historical data bid submodule, if be less than/equal described basic threshold exposure for the exposure of described advertisement periodical position, determines the bid price of described advertisement periodical position according to the historical data of described advertisement periodical position.
Preferably, described historical data bid submodule, comprising: historical clicking rate bid submodule;
Described historical clicking rate bid submodule, prints the bid price of position for price corresponding to historical clicking rate according to described advertisement periodical position as described advertisement.
Preferably, described historical data bid submodule, comprising: historical price bid submodule;
Described historical price bid submodule, for the bid price of successful historical bid price as described advertisement periodical position of having bidded according to described advertisement periodical position.
Compared with prior art, the present invention has the following advantages:
In the inventor, first receive releasing news of advertisement, described in basis, release news and determine the bid price of described advertisement afterwards, after obtaining bid price, with described bid price, described advertisement is bid.By using above method, can realize the customization bid to different advertisements, avoided fixedly bid pattern in prior art, reduce the Meteorological of advertiser aspect advertisement, reduce the cost of enterprise.
Accompanying drawing explanation
The process flow diagram of the control method of bidding when Fig. 1 is a kind of network implementation provided by the invention embodiment mono-;
The process flow diagram of the control method of bidding when Fig. 2 is a kind of network implementation provided by the invention embodiment bis-;
The process flow diagram of the control method of bidding when Fig. 3 is a kind of network implementation provided by the invention embodiment tri-;
The process flow diagram of the control method of bidding when Fig. 4 is a kind of network implementation provided by the invention embodiment tetra-;
Bid when Fig. 5 the is a kind of network implementation provided by the invention theory diagram of control device embodiment mono-;
Bid when Fig. 6 the is a kind of network implementation provided by the invention theory diagram of control device embodiment bis-;
Bid when Fig. 7 the is a kind of network implementation provided by the invention theory diagram of control device embodiment tri-;
Bid when Fig. 8 the is a kind of network implementation provided by the invention theory diagram of control device embodiment tetra-;
Bid when Fig. 9 the is a kind of network implementation provided by the invention theory diagram of control device embodiment five;
Bid when Figure 10 the is a kind of network implementation provided by the invention theory diagram of control device embodiment six.
Embodiment
For above-mentioned purpose of the present invention, feature and advantage can be become apparent more, below in conjunction with accompanying drawing, the specific embodiment of the present invention is described in detail.
Referring to Fig. 1, bid while the being a kind of network implementation provided by the invention process flow diagram of control method embodiment mono-of this figure.
In the present embodiment, comprising:
S101: receive advertisement periodical position information to be bidded.
S102: the bid price of determining described advertisement periodical position according to described advertisement periodical position information.
S103: bid in advertisement periodical position with described bid price.
First, the Internet advertising transaction system control device of bidding during with network implementation is connected by network.After starting to bid, the control device of bidding when Internet advertising transaction system sends to network implementation by advertisement periodical position information.In the advertisement periodical position information sending, can comprise: as the information such as displaying time of the trigger price of the door of advertisement-printing, this advertisement, advertisement.
According to the information of the advertisement periodical position receiving, bidded in this advertisement periodical position afterwards.Wherein, can bid according to the historical data statistical information of having grasped, as this is bid to history bid use calculated with weighted average method, or use study or the preset methods such as corrected parameter adjustment bid before; Can also to some given ad or appointment door, corresponding guiding price be set in advance, if the advertisement periodical position of bidding current, for from specifying door, can directly be used this preset bid to bid.
After obtaining corresponding bid price, by network, bidded in this advertisement periodical position again.
In the present embodiment, first receive advertisement periodical position information to be bidded, according to described advertisement periodical position information, determine the bid price of described advertisement periodical position, with described bid price, bid in advertisement periodical position.By using above method, can realize the customization bid to different advertisements, avoided fixedly bid pattern in prior art, reduce the Meteorological of advertiser aspect advertisement, reduce the cost of enterprise.
Referring to Fig. 2, bid while the being a kind of network implementation provided by the invention process flow diagram of control method embodiment bis-of this figure.
Step S101 and S103 that step S201 in the present embodiment bids in control method embodiment mono-during with network implementation with S204 are identical, at this, are no longer introduced.
In the present embodiment, the described bid price of determining described advertisement periodical position according to described advertisement periodical position information, is specially:
S202: determine according to described advertisement periodical position information whether the historical exposure of described advertisement periodical position is greater than basic threshold exposure.Described historical exposure refers to the successful number of times of bidding in described advertisement periodical position.
S203: if the exposure of described advertisement periodical position is greater than described basic threshold exposure, determine the bid price of described advertisement periodical position according to the clicking rate of described advertisement periodical position.
Obtain advertisement periodical position information from advertisement transaction system, first determine the historical exposure of this advertisement periodical position.Wherein, the successful number of times of having bidded in this advertisement periodical position before the exposure of advertisement periodical position refers to, i.e. the displaying number of times of advertisement.
After obtaining the historical exposure of this advertisement periodical position, judge whether this history exposure has surpassed basic threshold exposure.Wherein, basic threshold exposure is a preset impression value.If the exposure of a certain advertisement periodical position has surpassed basic threshold exposure, think and accumulated abundant historical data for this advertisement periodical position, can revise by these historical datas this bid price.
The historical exposure of supposing the advertisement periodical position that this is bidded has surpassed basic threshold exposure, thinks and can use historical data normally to adjust the bid price of this advertisement periodical position.And in historical data, with maximum be to determine bid price by the historical clicking rate of this advertisement periodical position.
Bidding in process of advertisement periodical position, a certain advertiser can show the advertisement putting of controlling oneself after successfully bidding in advertisement periodical position to calling party.If user is interested in the content of this advertisement, can clicks further access content wherein of this advertisement, thereby reach the object that attracts user.From above process, user becomes a very important index to the clicking rate of this advertisement periodical position, directly has influence on the bandwagon effect of advertisement.
If the historical clicking rate of this advertisement periodical position is high, think and throw in and can attract more user in this advertisement periodical position, therefore, the bid price of this advertisement periodical position can be raised.Otherwise, if the historical clicking rate of this advertisement periodical position is lower, think the user of this advertisement periodical position display advertisement attraction fall short quantity, therefore when bidding, can not raise bid price.
In the present embodiment, after receiving the releasing news of advertisement, according to advertisement periodical position information, determine whether the historical exposure of advertisement periodical position is greater than basic threshold exposure, if the exposure of advertisement periodical position is greater than basic threshold exposure, according to the clicking rate of advertisement periodical position, determine the bid price of advertisement periodical position.By using above method, can realize the advertisement of different doors to realize distinguishing and bid, thereby avoid fixedly bid mode of the prior art, the input while effectively reducing to user's display advertisement, reduces the cost of enterprise.
Referring to Fig. 3, bid while the being a kind of network implementation provided by the invention process flow diagram of control method embodiment tri-of this figure.
Step S201, S202 and S204 that step S301 in the present embodiment, S302 bid in control method embodiment bis-during with network implementation with S305 are identical, at this, are no longer introduced.
In the present embodiment, the described clicking rate according to described advertisement periodical position is determined the bid price of described advertisement periodical position, is specially:
S303: whether the historical clicking rate that judges described advertisement periodical position is greater than optimization clicking rate threshold value.
S304: optimize clicking rate threshold value if the historical clicking rate of described advertisement periodical position is greater than, determine the bid price of described advertisement periodical position to click cost parameter and/or the success ratio parameter of bidding.
When bidding, for each advertisement periodical position, can set in advance a underlying price, operation parameter is adjusted this underlying price afterwards.Owing to affecting a lot of because have of advertisement putting, also inconsistent for its advertisement putting mode of different websites, therefore, for the bid of part advertisement, also need further to adjust, with the achieve effective control cost of bidding.
First, judge whether the historical clicking rate that position is printed in this advertisement of bidding is greater than optimization clicking rate.Wherein, optimizing clicking rate is to judge whether the historical clicking rate of a certain advertisement periodical position is the standard of high clicking rate, general clicking rate or low clicking rate.For example: for an advertisement periodical position, clicking rate, more than 4 ‰, is thought a high clicking rate periodical position; Between 2 ‰-4 ‰, think if general clicking rate periodical position; If lower than 2 ‰, think low clicking rate periodical position.
Distinguish various level advertisement periodical position by clicking rate after, if advertisement periodical position is high clicking rate periodical position, can in conjunction with clicking cost parameter, carry out upward price adjustment by a relatively large margin with the basis bid of advertisement periodical position; If advertisement periodical position is general clicking rate periodical position, the price of only carrying out by a small margin in the basis bid of advertisement periodical position is adjusted up and down; If advertisement periodical position is low clicking rate periodical position, can use self-defining price to bid, the bid of even can not bidding.
Can also use and click the bid price that cost parameter is determined this advertisement periodical position.Wherein, clicking cost parameter is: the ratio of the cost price of the trigger price of advertisement periodical position and advertisement periodical position.If this ratio is greater than 1, i.e. the cost of advertisement periodical position is less than trigger price, and the cost performance of this advertisement periodical position is higher, can suitably improve bid.Otherwise if this ratio is less than 1, i.e. the cost of advertisement periodical position is greater than trigger price, should not increase bid price.
In the present embodiment, can also further adjust bid price by the success ratio parameter of bidding.If the success ratio of bidding of this advertisement periodical position is lower, can in certain amplitude, to bid price, raise, to improve the success ratio of this advertisement periodical position.Otherwise, in the situation that the success ratio of bidding of advertisement periodical position is higher, can bid price not adjusted, to save the cost of advertisement putting.
In the present embodiment, the described clicking rate according to described advertisement periodical position is determined the bid price of described advertisement periodical position, be specially: whether the historical clicking rate that judges described advertisement periodical position is greater than optimization clicking rate threshold value, if be greater than, optimize clicking rate threshold value, to click cost parameter and/or the success ratio parameter of bidding, determine the bid price of described advertisement periodical position.By using above method, can realize the difference of dissimilar advertisement is bidded, thereby avoid fixedly bid mode of the prior art, can guarantee the displaying of high clicking rate advertisement, can effectively reduce the input price of advertising display again, reduce the cost of enterprise.
Referring to Fig. 4, bid while the being a kind of network implementation provided by the invention process flow diagram of control method embodiment tetra-of this figure.
Step S201, S202 and S204 that step S401 in the present embodiment, S402 bid in control method embodiment bis-during with network implementation with S404 are identical, at this, are no longer introduced.
In the present embodiment, also comprise:
S403: if the exposure of described advertisement periodical position is less than/equals described basic threshold exposure, determine the bid price of described advertisement periodical position according to historical data.
After the historical exposure of this advertisement periodical position and basic threshold exposure are compared, if historical exposure is less than basic threshold exposure, think and also do not accumulate abundant historical data for this advertisement periodical position, cannot adjust by the historical data of this advertisement periodical position this bid price.
Can determine bid price by the historical data of this advertisement periodical position in this case.Specifically can use price corresponding to the historical clicking rate of advertisement periodical position as bid price; Also can use advertisement periodical position to bid successful historical bid price as bid price; (as first use) under certain condition, can also manually arrange a certain underlying price as bid price.
When calculating with the historical clicking rate of advertisement periodical position, according to the price corresponding to historical clicking rate of described advertisement periodical position, as described advertisement, print the bid price of position.For example: set historical clicking rate in more than 4 ‰ advertisement periodical positions, the bid of its correspondence is 0.3 yuan; Historical clicking rate is in 2 ‰-4 ‰ advertisement periodical position, and the bid of its correspondence is 0.2 yuan; If historical clicking rate is in the advertisement periodical position below 2 ‰, the bid of its correspondence is 0.15 yuan.If the historical clicking rate of current advertisement periodical position is 3 ‰, the bid price of its advertisement periodical position is 0.3 yuan.
When calculating with the historical bid price of advertisement periodical position, according to the described advertisement periodical position bid price of successful historical bid price as described advertisement periodical position of having bidded.For example: suppose to bid altogether successfully 20 times before current advertisement periodical position, be wherein 0.3 yuan for 10 times, be 0.2 yuan for 5 times, be 0.4 yuan for 5 times, can use 0.3 yuan of bid price as this advertisement periodical position of mean value of the historical bid price of this advertisement periodical position.
In the present embodiment, after receiving the releasing news of advertisement, judge whether the historical exposure of advertisement periodical position is greater than basic threshold exposure, if historical exposure is less than/equals basic threshold exposure, according to historical data, determine the bid price of described advertisement periodical position.By using above method, can realize the advertisement of different doors to realize distinguishing and bid, thereby avoid fixedly bid mode of the prior art, the input while effectively reducing to user's display advertisement, reduces the cost of enterprise.
The 5th embodiment of the control method of bidding when the present embodiment is a kind of network implementation provided by the invention.
In the present embodiment, can also final bid price further be limited, as a certain upper limit price being set for advertisement periodical position, if be greater than limit price on this by bidding of Analysis deterrmination, final bid price is bid with limit price on this, thereby guaranteed the control for bid price, prevented that bid price is too high, affected the income of advertisement putting.
The control method of bidding during based on above-mentioned network implementation, the system that the present invention bids when network implementation is also provided and controls, describes its ingredient in detail below in conjunction with specific embodiment.
Referring to Fig. 5, bid while the being a kind of network implementation provided by the invention theory diagram of control device embodiment mono-of this figure.
In this enforcement, comprise: advertising message receiver module 501, bid price determination module 502 and bid module 503.
Described advertising message receiver module 501, for receiving advertisement periodical position information to be bidded.
Described bid price determination module 502, for determining the bid price of described advertisement periodical position according to described advertisement periodical position information.
Described bid module 503, for bidding to advertisement periodical position with described bid price.
First, the advertising message receiver module 501 that Internet advertising transaction system is bidded in control device during with network implementation is connected by network.After starting to bid, Internet advertising transaction system sends to advertising message receiver module 501 by advertisement periodical position information.In the advertisement periodical position information sending, can comprise: as the information such as displaying time of the trigger price of the door of advertisement-printing, this advertisement, advertisement.
Bid price determination module 502 is bidded to this advertisement periodical position according to the information of the advertisement periodical position receiving afterwards.Wherein, bid price determination module 502 can be bid according to the historical data statistical information of having grasped, and as this is bid to history bid use calculated with weighted average method, or uses study before or preset corrected parameter adjustment to bid; Can also in bid price determination module 502, to some given ad or appointment door, corresponding guiding price be set in advance, if the advertisement periodical position of bidding current, for from specifying door, can directly be used this preset bid to bid.
By network, bidded in this advertisement periodical position obtaining corresponding bid price back up bid module 503.
In the present embodiment, first advertising message receiver module receives advertisement periodical position information to be bidded, bid price determination module is determined the bid price of described advertisement periodical position according to described advertisement periodical position information, the module of finally bidding is bid to advertisement periodical position with bid price.By using above device, can realize the customization bid to different advertisements, avoided fixedly bid pattern in prior art, reduce the Meteorological of advertiser aspect advertisement, reduce the cost of enterprise.
Referring to Fig. 6, bid while the being a kind of network implementation provided by the invention theory diagram of control device embodiment bis-of this figure.
In the present embodiment, described bid price determination module 502, comprising: exposure judgement submodule 601 and normal price submodule 602;
Described exposure judgement submodule 601, for determining according to described advertisement periodical position information whether the historical exposure of described advertisement periodical position is greater than basic threshold exposure; Described historical exposure refers to the successful number of times of bidding in described advertisement periodical position.
Described normal price submodule 602, if be greater than described basic threshold exposure for the exposure of described advertisement periodical position, determines the bid price of described advertisement periodical position according to the clicking rate of described advertisement periodical position.
Obtain advertisement periodical position information from advertisement transaction system, first by exposure judgement submodule 601, determined the historical exposure of this advertisement periodical position.Wherein, the successful number of times of having bidded in this advertisement periodical position before the exposure of advertisement periodical position refers to, i.e. the displaying number of times of advertisement.After obtaining the historical exposure of this advertisement periodical position, judge whether this history exposure has surpassed basic threshold exposure.Wherein, basic threshold exposure is a preset impression value.If the exposure of a certain advertisement periodical position has surpassed basic threshold exposure, think and accumulated abundant historical data for this advertisement periodical position, can revise by these historical datas this bid price.
The historical exposure of supposing the advertisement periodical position that this is bidded has surpassed basic threshold exposure, by the submodule 602 of normally fixing a price, uses historical data to revise the bid price of this advertisement periodical position.And in historical data, with maximum be to determine bid price by the historical clicking rate of this advertisement periodical position.
Bidding in process of advertisement periodical position, a certain advertiser can show the advertisement putting of controlling oneself after successfully bidding in advertisement periodical position to calling party.If user is interested in the content of this advertisement, can clicks further access content wherein of this advertisement, thereby reach the object that attracts user.From above process, user becomes a very important index to the clicking rate of this advertisement periodical position, directly has influence on the bandwagon effect of advertisement.
If the historical clicking rate of this advertisement periodical position is high, think and throw in and can attract more user in this advertisement periodical position, therefore, the submodule 602 of normally fixing a price can raise the bid price of this advertisement periodical position.Otherwise, if the historical clicking rate of this advertisement periodical position is lower, think the user of this advertisement periodical position display advertisement attraction fall short quantity, therefore when bidding, can using normal price as bid price.
In the present embodiment, after receiving the information of advertisement periodical position, exposure judges that submodule judges whether the historical exposure of advertisement periodical position is greater than basic threshold exposure, if the exposure of advertisement periodical position is greater than basic threshold exposure, the submodule of normally fixing a price is determined the bid price of advertisement periodical position according to the clicking rate of advertisement periodical position.By using above device, can realize the advertisement of different doors to realize distinguishing and bid, thereby avoid fixedly bid mode of the prior art, the input while effectively reducing to user's display advertisement, reduces the cost of enterprise.
Referring to Fig. 7, bid while the being a kind of network implementation provided by the invention theory diagram of control device embodiment tri-of this figure.
In the present embodiment, described normal price submodule 602, comprising: Price optimization submodule 701.
Described Price optimization submodule 701, if be greater than optimization clicking rate threshold value for the historical clicking rate of described advertisement periodical position, determines the bid price of described advertisement periodical position to click cost parameter and/or the success ratio parameter of bidding.
When bidding, for each advertisement periodical position, can set in advance a underlying price, operation parameter is adjusted this underlying price afterwards.Owing to affecting a lot of because have of advertisement putting, also inconsistent for its advertisement putting mode of different websites, therefore, for the bid of part advertisement, also need further to adjust, with the achieve effective control cost of bidding.
First, Price optimization submodule 701 judges whether the historical clicking rate of the advertisement periodical position that this is bidded is greater than optimization clicking rate.Wherein, optimizing clicking rate is to judge whether the historical clicking rate of a certain advertisement periodical position is the standard of high clicking rate, general clicking rate or low clicking rate.For example: for an advertisement periodical position, clicking rate, more than 4 ‰, is thought a high clicking rate periodical position; Between 2 ‰-4 ‰, think if general clicking rate periodical position; If lower than 2 ‰, think low clicking rate periodical position.
Distinguish various level advertisement periodical position by clicking rate after, if advertisement periodical position be high clicking rate periodical position, the click cost parameter of can take carries out upward price adjustment by a relatively large margin as basis; If advertisement periodical position is general clicking rate periodical position, the price of only carrying out is by a small margin adjusted up and down; If advertisement periodical position is low clicking rate periodical position, can use self-defining price to bid, the bid of even can not bidding.
In the present embodiment, Price optimization submodule 701 can also further be adjusted bid price by the success ratio parameter of bidding.If the success ratio of bidding of this advertisement periodical position is lower, can in certain amplitude, to bid price, raise, to improve the success ratio of this advertisement periodical position.Otherwise, in the situation that the success ratio of bidding of advertisement periodical position is higher, can bid price not adjusted, to save the cost of advertisement putting.
In the present embodiment, normal price submodule comprises: Price optimization submodule, if the historical clicking rate for described advertisement periodical position is greater than optimization clicking rate threshold value, to click cost parameter and/or the success ratio parameter of bidding, determine the bid price of described advertisement periodical position.By using above device, can realize the difference of dissimilar advertisement is bidded, thereby avoid fixedly bid mode of the prior art, can guarantee the displaying of high clicking rate advertisement, can effectively reduce the input price of advertising display again, reduce the cost of enterprise.
Referring to Fig. 8, bid while the being a kind of network implementation provided by the invention theory diagram of control device embodiment tetra-of this figure.
In the present embodiment, described bid price determination module 502, also comprises: historical data bid submodule 801.
Described historical data bid submodule 801, if be less than/equal described basic threshold exposure for the exposure of described advertisement periodical position, determines the bid price of described advertisement periodical position according to the historical data of described advertisement periodical position.
After the historical exposure of this advertisement periodical position and basic threshold exposure are compared, if historical exposure is less than basic threshold exposure, think and also do not accumulate abundant historical data for this advertisement periodical position, cannot adjust by the historical data of this advertisement periodical position this bid price.
Can by the historical data of this advertisement periodical position, determine bid price with the historical data submodule 801 of bidding in this case.Specifically can use price corresponding to the historical clicking rate of advertisement periodical position as bid price; Also can use advertisement periodical position to bid successful historical bid price as bid price; (as first use) under certain condition, can also manually arrange a certain underlying price as bid price.
In the present embodiment, after receiving the releasing news of advertisement, bid price determination module comprises: historical data bid submodule, if the exposure for described advertisement periodical position is less than/equals described basic threshold exposure, according to the historical data of described advertisement periodical position, determine the bid price of described advertisement periodical position.By using above device, can realize the advertisement of different doors to realize distinguishing and bid, thereby avoid fixedly bid mode of the prior art, the input while effectively reducing to user's display advertisement, reduces the cost of enterprise.
Referring to Fig. 9, bid while the being a kind of network implementation provided by the invention theory diagram of control device embodiment five of this figure.
In the present embodiment, described historical data bid submodule 801, comprising: historical clicking rate bid submodule 901.
Described historical clicking rate bid submodule 901, prints the bid price of position for price corresponding to historical clicking rate according to described advertisement periodical position as described advertisement.
When the historical clicking rate of printing position with advertisement is calculated, historical clicking rate bid submodule 901 is printed the bid price of position according to the price corresponding to historical clicking rate of described advertisement periodical position as described advertisement.For example: set historical clicking rate in more than 4 ‰ advertisement periodical positions, the bid of its correspondence is 0.3 yuan; Historical clicking rate is in 2 ‰-4 ‰ advertisement periodical position, and the bid of its correspondence is 0.2 yuan; If historical clicking rate is in the advertisement periodical position below 2 ‰, the bid of its correspondence is 0.15 yuan.If the historical clicking rate of current advertisement periodical position is 3 ‰, the bid price of its advertisement periodical position is 0.3 yuan.
In the present embodiment, historical data bid submodule comprises: historical clicking rate bid submodule, for price corresponding to historical clicking rate according to described advertisement periodical position, as described advertisement, print the bid price of position.By using above device, can realize the advertisement of different doors to realize distinguishing and bid, thereby avoid fixedly bid mode of the prior art, the input while effectively reducing to user's display advertisement, reduces the cost of enterprise.
Referring to Figure 10, bid while the being a kind of network implementation provided by the invention theory diagram of control device embodiment six of this figure.
In the present embodiment, described historical data bid submodule 801 comprises: historical price bid submodule 1001.
Described historical price bid submodule 1001, for the bid price of successful historical bid price as described advertisement periodical position of having bidded according to described advertisement periodical position.
When calculating with the historical bid price of advertisement periodical position, historical price bid submodule 1001 is according to the described advertisement periodical position bid price of successful historical bid price as described advertisement periodical position of having bidded.For example: suppose to bid altogether successfully 20 times before current advertisement periodical position, be wherein 0.3 yuan for 10 times, be 0.2 yuan for 5 times, be 0.4 yuan for 5 times, can use 0.3 yuan of bid price as this advertisement periodical position of mean value of the historical bid price of this advertisement periodical position.
In the present embodiment, historical data bid submodule comprises: historical price bid submodule 1001, and for the bid price of successful historical bid price as described advertisement periodical position of having bidded according to described advertisement periodical position.By using above device, can realize the advertisement of different doors to realize distinguishing and bid, thereby avoid fixedly bid mode of the prior art, the input while effectively reducing to user's display advertisement, reduces the cost of enterprise.
The above, be only preferred embodiment of the present invention, not the present invention done to any pro forma restriction.Although the present invention discloses as above with preferred embodiment, yet not in order to limit the present invention.Any those of ordinary skill in the art, do not departing from technical solution of the present invention scope situation, all can utilize method and the technology contents of above-mentioned announcement to make many possible changes and modification to technical solution of the present invention, or be revised as the equivalent embodiment of equivalent variations.Therefore, every content that does not depart from technical solution of the present invention,, all still belongs in the scope of technical solution of the present invention protection any simple modification made for any of the above embodiments, equivalent variations and modification according to technical spirit of the present invention.
Claims (13)
1. the control method of bidding during network implementation, is characterized in that, comprising:
Receive advertisement periodical position information to be bidded;
According to described advertisement periodical position information, determine the bid price of described advertisement periodical position;
With described bid price, bid in advertisement periodical position.
2. method according to claim 1, is characterized in that, the described bid price of determining described advertisement periodical position according to described advertisement periodical position information, is specially:
According to described advertisement periodical position information, determine whether the historical exposure of advertisement periodical position is greater than basic threshold exposure; Described historical exposure refers to the successful number of times of bidding in described advertisement periodical position;
If the exposure of described advertisement periodical position is greater than described basic threshold exposure, according to the clicking rate of described advertisement periodical position, determine the bid price of described advertisement periodical position.
3. method according to claim 2, is characterized in that, the described clicking rate according to described advertisement periodical position is determined the bid price of described advertisement periodical position, is specially:
If the historical clicking rate of described advertisement periodical position is greater than, optimize clicking rate threshold value, to click cost parameter and/or the success ratio parameter of bidding, determine the bid price of described advertisement periodical position.
4. method according to claim 2, is characterized in that, also comprises:
If the exposure of described advertisement periodical position is less than/equals described basic threshold exposure, according to the historical data of described advertisement periodical position, determine the bid price of described advertisement periodical position.
5. method according to claim 4, is characterized in that, the described historical data according to described advertisement periodical position is determined the bid price of described advertisement periodical position, is specially:
According to the price corresponding to historical clicking rate of described advertisement periodical position, as described advertisement, print the bid price of position.
6. method according to claim 4, is characterized in that, the described historical data according to described advertisement periodical position is determined the bid price of described advertisement periodical position, is specially:
According to the described advertisement periodical position bid price of successful historical bid price as described advertisement periodical position of having bidded.
7. according to the method described in claim 1-6 any one, it is characterized in that, if the bid price of described advertisement periodical position is greater than the upper limit price of described advertisement periodical position, the described upper limit price of usining is printed the bid price of position as described advertisement.
8. the control device of bidding during network implementation, is characterized in that, comprising: advertising message receiver module, bid price determination module and bid module;
Described advertising message receiver module, for receiving advertisement periodical position information to be bidded;
Described bid price determination module, for determining the bid price of described advertisement periodical position according to described advertisement periodical position information;
Described bid module, for bidding to advertisement periodical position with described bid price.
9. device according to claim 8, is characterized in that, described bid price determination module, comprising: exposure judgement submodule and normal price submodule;
Described exposure judgement submodule, for determining according to described advertisement periodical position information whether the historical exposure of described advertisement periodical position is greater than basic threshold exposure; Described historical exposure refers to the successful number of times of bidding in described advertisement periodical position;
Described normal price submodule, if be greater than described basic threshold exposure for the exposure of described advertisement periodical position, determines the bid price of described advertisement periodical position according to the clicking rate of described advertisement periodical position.
10. device according to claim 9, is characterized in that, described normal price submodule, comprising: Price optimization submodule;
Described Price optimization submodule, if be greater than optimization clicking rate threshold value for the historical clicking rate of described advertisement periodical position, determines the bid price of described advertisement periodical position to click cost parameter and/or the success ratio parameter of bidding.
11. devices according to claim 9, is characterized in that, described bid price determination module, also comprises: historical data bid submodule;
Described historical data bid submodule, if be less than/equal described basic threshold exposure for the exposure of described advertisement periodical position, determines the bid price of described advertisement periodical position according to the historical data of described advertisement periodical position.
12. devices according to claim 11, is characterized in that, described historical data bid submodule, comprising: historical clicking rate bid submodule;
Described historical clicking rate bid submodule, prints the bid price of position for price corresponding to historical clicking rate according to described advertisement periodical position as described advertisement.
13. devices according to claim 11, is characterized in that, described historical data bid submodule, comprising: historical price bid submodule;
Described historical price bid submodule, for the bid price of successful historical bid price as described advertisement periodical position of having bidded according to described advertisement periodical position.
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| CN201310632611.3A CN103606098A (en) | 2013-11-29 | 2013-11-29 | Network real-time bidding control method and device |
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