CN109636488B - Advertisement putting method and device - Google Patents
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- CN109636488B CN109636488B CN201910045286.8A CN201910045286A CN109636488B CN 109636488 B CN109636488 B CN 109636488B CN 201910045286 A CN201910045286 A CN 201910045286A CN 109636488 B CN109636488 B CN 109636488B
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Abstract
The embodiment of the application provides an advertisement putting method and device, and relates to the technical field of computers. The method comprises the following steps: when a preset page is loaded, analyzing a pre-loading module corresponding to the preset page, wherein the pre-loading module comprises advertisement space information of advertisement spaces to be displayed on the preset page; generating an advertisement inquiry request containing the advertisement position information based on the analysis result, and sending the advertisement inquiry request to a plurality of advertisement demand party platforms; receiving the quotation information of the advertisement corresponding to the advertisement position information, which is returned by the advertisement demander platform; and after a first target advertisement is determined from the advertisements based on the quotation information, synchronously loading the preset page and the first target advertisement so as to display the first target advertisement on the preset page. The technical scheme of the embodiment of the application can improve the loading efficiency and the information transmission efficiency of the advertisement.
Description
Technical Field
The present application relates to the field of computer technologies, and in particular, to an advertisement delivery method and an advertisement delivery device.
Background
With the development of internet technology, more and more advertisers choose to publish advertisements through the internet, for example, to display advertisements on web pages of websites or application programs, and how to improve the display effect of advertisements becomes a focus of attention.
In one technical solution, an advertisement is displayed on a web page through the following process: (1) setting an advertisement position to be displayed on a preset page; (2) when the browser loads the preset page and analyzes the advertisement position corresponding to the page tag < body >, triggering a code requesting the advertisement; (3) the browser initiates an advertisement putting request to an advertisement trading Platform, and the advertisement trading Platform initiates an inquiry request to each DSP (Demand-Side Platform) Platform which is in butt joint with the advertisement trading Platform; (4) the advertisement trading platform selects a target advertisement with winning bidding price according to the bidding price information returned by each DSP platform and returns the target advertisement to the browser; (5) and rendering the target advertisement by the browser to finish the display of the advertisement once.
However, in the technical scheme, when the advertisement is loaded to the advertisement space, the advertisement request can be initiated to the advertisement trading platform, and the target advertisement can be loaded only after the target advertisement is returned by the advertisement trading platform, so that the loading efficiency of the advertisement is low, and the information transmission efficiency is reduced.
Disclosure of Invention
The embodiment of the application aims to provide an advertisement putting method and an advertisement putting device, so as to solve the problem of low advertisement loading efficiency and improve the efficiency of information transmission.
In order to solve the above technical problem, the embodiment of the present application is implemented as follows:
in a first aspect, an embodiment of the present application provides an advertisement delivery method, including: when a preset page is loaded, analyzing a pre-loading module corresponding to the preset page, wherein the pre-loading module comprises advertisement space information of advertisement spaces to be displayed on the preset page;
generating an advertisement inquiry request containing the advertisement position information based on the analysis result, and sending the advertisement inquiry request to a plurality of advertisement demand party platforms;
receiving the offer information of the advertisement corresponding to the advertisement position information returned by the advertisement demander platform;
and after a first target advertisement is determined from the advertisements based on the quotation information, synchronously loading the preset page and the first target advertisement so as to display the first target advertisement on the preset page.
In a second aspect, an embodiment of the present application provides an advertisement delivery device, including:
the system comprises an analysis module and a pre-loading module, wherein the analysis module is used for analyzing a pre-loading module corresponding to a preset page when the preset page is loaded, and the pre-loading module comprises advertisement space information of advertisement spaces to be displayed on the preset page;
the request module is used for generating an advertisement inquiry request containing the advertisement position information based on the analysis result and sending the advertisement inquiry request to a plurality of advertisement demander platforms;
the receiving module is used for receiving the offer information of the advertisement corresponding to the advertisement position information, which is returned by the advertisement demander platform;
and the display module is used for synchronously loading the preset page and the first target advertisement after the first target advertisement is determined from the advertisements based on the quotation information so as to display the first target advertisement on the preset page.
In a third aspect, an embodiment of the present application provides an advertisement delivery device, including: a memory, a processor and computer executable instructions stored on the memory and executable on the processor, which when executed by the processor implement the steps of the advertisement delivery method as described in the first aspect above.
In a fourth aspect, embodiments of the present application provide a computer-readable storage medium for storing computer-executable instructions, which, when executed by a processor, implement the steps of the advertisement delivery method according to the first aspect.
In the embodiment of the application, on one hand, when a predetermined page is loaded, a preloading module which analyzes the advertisement space information on the predetermined page can determine the advertisement space information on the predetermined page before the predetermined page is loaded; on the other hand, an advertisement inquiry request containing advertisement space information is generated and sent to a plurality of advertisement demand party platforms, a target advertisement is determined based on offer information returned by the advertisement demand party platforms, an advertisement corresponding to the advertisement space to be displayed can be determined and corresponding advertisement resources can be obtained before the advertisement space to be displayed is loaded, and the preset page and the target advertisement are displayed synchronously, so that the advertisement loading efficiency and the information transmission efficiency can be improved; on the other hand, the price is directly inquired to the advertisement demand party platform without passing through the advertisement transaction platform, so that the operation efficiency of the advertisement is improved.
Drawings
In order to more clearly illustrate the embodiments of the present application or the technical solutions in the prior art, the drawings needed to be used in the description of the embodiments or the prior art will be briefly introduced below, it is obvious that the drawings in the following description are only some embodiments described in the present application, and for those skilled in the art, other drawings can be obtained according to the drawings without any creative effort.
FIG. 1 shows a schematic block diagram of an application scenario of a method of advertisement delivery provided in accordance with some embodiments of the present application;
FIG. 2 illustrates a flow diagram of a method of advertisement delivery provided in accordance with some embodiments of the present application;
FIG. 3 illustrates a flow diagram for presenting a first targeted advertisement on a predetermined page, provided in accordance with some embodiments of the present application;
FIG. 4 illustrates a flow diagram of a method of advertisement delivery provided in accordance with some embodiments of the present application;
FIG. 5 illustrates a first schematic block diagram of an advertising device provided in accordance with some embodiments of the present application;
FIG. 6 illustrates a schematic block diagram of a presentation module provided in accordance with some embodiments of the present application;
FIG. 7 illustrates a second schematic block diagram of an advertisement delivery apparatus provided in accordance with further embodiments of the present application; and
FIG. 8 illustrates a block diagram of an advertisement delivery device provided in accordance with some embodiments of the present application.
Detailed Description
In order to make those skilled in the art better understand the technical solutions in the present application, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are only a part of the embodiments of the present application, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present application.
Fig. 1 shows a schematic block diagram of an application scenario of an advertisement delivery method provided according to some embodiments of the present application. Referring to fig. 1, the application scenario may include: at least one client 110 and an advertising consumer platform, or DSP platform 120. The client 110 communicates with the DSP platform 120 via a network 130. The client 110 may run a browser or an application program, when a web page is loaded on the browser or the application program on the client 110, the web page is parsed, an advertisement inquiry request is generated based on a parsing result, the generated advertisement inquiry request is sent to the DSP platform 120 through the network 130, the advertisement inquiry request is processed at the DSP platform 120, and offer information is returned to the client 110.
The client 110 may be a mobile phone, a tablet computer, a desktop computer, a portable notebook computer, or a vehicle-mounted computer. The DSP platform 120 may be a physical server containing independent hosts, or a virtual server hosted by a cluster of hosts, or a cloud server. The Network 130 may be a wired Network or a wireless Network, for example, the Network 130 may be a Public Switched Telephone Network (PSTN) or the internet.
In connection with the application scenario of fig. 1, a security monitoring method according to an exemplary embodiment of the present application is described with reference to fig. 2. It should be noted that the above application scenarios are merely illustrated for the convenience of understanding the spirit and principles of the present application, and the embodiments of the present application are not limited in this respect. Rather, embodiments of the present application may be applied to any scenario where applicable.
Fig. 2 illustrates a flow diagram of a method of advertisement placement provided in accordance with some embodiments of the present application. The advertisement delivery method may be applied to a client such as a browser client or an application client. Referring to fig. 2, the advertisement delivery method includes steps S210 to S240, and the advertisement delivery method in fig. 2 will be described in detail below by taking the application of the advertisement delivery method to a browser client as an example.
Referring to fig. 2, in step S210, when a predetermined page is loaded, a pre-loading module corresponding to the predetermined page is parsed, where the pre-loading module includes advertisement slot information of an advertisement slot to be shown on the predetermined page.
In an example embodiment, a pre-loading module is arranged on a preset page needing to show the advertisement, and the pre-loading module contains the advertisement space information of the advertisement space to be shown on the preset page. The preloading module can be a JavaScript module embedded in the head tag of the preset page, the JavaScript module contains advertisement position information of advertisement positions to be displayed on the preset page, and the JavaScript module can be a JavaScript code or a JavaScript file. The following illustrative HTML (HyperText Markup Language) code shows the predetermined page code that contains the preload module:
wherein, the < header > is a head tag of the HTML page, the < mybid.
It should be noted that the preloading module may also be other suitable modules, such as a tag module embedded on a head tag of the predetermined page or a preloading module such as a preloading plug-in corresponding to the predetermined page, which is also within the protection scope of the present application. For example, in the predetermined page being an HTML5 webpage, the preload module may be a prefetch module of the link tag. Through setting up the preloading module, can load the advertisement position of waiting to demonstrate of webpage before, acquire the advertisement resource that corresponds with this advertisement position of waiting to demonstrate earlier, then the buffer memory gets up, like this when loading the advertisement position of waiting to demonstrate, just can directly obtain the advertisement resource from the buffer memory, has improved the loading efficiency of advertisement.
Further, in an example embodiment, the pre-loading module corresponding to the predetermined page is analyzed to obtain the advertisement slot information of the advertisement slot to be shown on the predetermined page, for example, when the pre-loading module is a JavaScript module, the pre-loading module is analyzed by a JavaScript engine to obtain the advertisement slot information of the advertisement slot to be shown on the predetermined page.
In step S220, an advertisement query request including the advertisement slot information is generated based on the parsing result, and the advertisement query request is sent to a plurality of advertisement demander platforms.
In an example embodiment, after the pre-loading module is analyzed, the advertisement space information of the advertisement space to be shown on the predetermined page is obtained, and the advertisement space information includes the size and layout position information of the advertisement space. And generating an advertisement inquiry request containing the advertisement position information based on the analyzed advertisement position information of the advertisement position to be displayed, and sending the advertisement inquiry request to a plurality of DSP platforms. For example, ad slot information is size: 300, 250, the layout position is close to the middle right, the advertisement position information is converted into information in a preset format, such as a JSON (JavaScript Object Notation) format, the information in the preset format containing the advertisement position information is converted into a character string, an advertisement inquiry request containing the character string is generated, and the advertisement inquiry request is sent to a plurality of DSP platforms. The following exemplary code shows ad slot information contained in an ad solicitation request:
wherein the adsize indicates an advertisement size; biddder represents an advertisement demander platform; the placementId indicates advertisement layout position information, for example, each block of a predetermined page is numbered, and the position of each block is determined based on the number, i.e., the placementId.
In an example embodiment, the advertisement inquiry request may further include user information of a predetermined page to be accessed, such as a user cookie, and web page information, such as a URL (Uniform Resource Locator), in addition to the advertisement slot information, where the user information may include browsing history information of the user and personal information of the user, such as a last name age, and the web page information may include web page address information, web page keyword information, and the like. The advertisement inquiry request comprises user information and webpage information, so that the DSP can accurately bid the advertisement position information and the advertisement income is improved.
In step S230, offer information of the advertisement corresponding to the advertisement slot information returned by the advertisement demander platform is received.
In an example embodiment, after receiving the advertisement inquiry request, the DSP platform parses the advertisement inquiry request, obtains advertisement slot information of an advertisement slot to be shown on the predetermined page, bids on the advertisement slot based on the advertisement slot information, user information, and web page information, obtains bid information of the DSP platform, and returns the bid information as response information to the browser client corresponding to loading the predetermined page. And after receiving the response information returned by the DSP, the browser client extracts the quotation information of the advertisement corresponding to the advertisement position information from the response information.
In step S240, after determining a first target advertisement from the advertisements based on the offer information, the predetermined page and the first target advertisement are synchronously loaded to display the first target advertisement on the predetermined page.
In an example embodiment, after receiving the offer information returned by each DSP platform, the offer information returned by each DSP platform is sorted from large to small, and the advertisement corresponding to the offer information ranked first is taken as the first target advertisement. After the first targeted advertisement is determined, the first targeted advertisement is synchronously loaded while the predetermined page is loaded, and the first targeted advertisement is rendered on the predetermined page, for example, after the first targeted advertisement is determined, the first targeted advertisement can be rendered on the predetermined page while the predetermined page is loaded, using a JavaScript script, or can be rendered on the predetermined page through a Canvas. Furthermore, the quotation information returned by each DSP platform can be weighted and calculated based on the advertiser information of the advertisements returned by each DSP platform and the matching degree of the advertisements and the users, and the quotation information is sorted based on the result of the weighted calculation.
Furthermore, in some example embodiments, to increase the click through rate of the advertisement, an estimated click through rate of the advertisement corresponding to the bid information returned by the DPS platform is determined by a click through rate estimation model, the advertisements are ranked based on the estimated click through rate of the advertisements and the bid information, and the first targeted advertisement is determined based on the ranking result. After the first target advertisement is determined, the first target advertisement is synchronously loaded while the predetermined page is loaded, and the first target advertisement is shown on the predetermined page. For example, user information, advertisement information, and advertisement slot information are input into the click-through rate estimation model, and an estimated click-through rate of an advertisement corresponding to the advertisement information is determined. Furthermore, the click rate estimation model can be trained based on the user information, the advertisement information and the advertisement position information, and the estimated click rate of the corresponding advertisement is determined based on the trained click rate estimation model.
It should be noted that the click rate estimation model may be a logistic regression model, may also be an FM (vibration Machine) model, and may also be another suitable model such as a Field-aware vibration Machine (Field-aware decomposition Machine) model, which is not particularly limited in this application.
According to the advertisement delivery method in the exemplary embodiment of fig. 2, on one hand, when a predetermined page is loaded, a preloading module which analyzes advertisement space information on the predetermined page can determine the advertisement space information on the predetermined page before the predetermined page is loaded; on the other hand, an advertisement inquiry request containing advertisement space information is generated and sent to a plurality of advertisement demand party platforms, a target advertisement is determined based on offer information returned by the advertisement demand party platforms, an advertisement corresponding to the advertisement space to be displayed can be determined and corresponding advertisement resources can be obtained before the advertisement space to be displayed is loaded, and the preset page and the target advertisement are displayed synchronously, so that the advertisement loading efficiency and the information transmission efficiency can be improved; on the other hand, the price is directly inquired to the advertisement demand party platform without passing through the advertisement transaction platform, so that the operation efficiency of the advertisement is improved.
Further, in an example embodiment, in order to achieve better advertisement placement effect, after the first target advertisement is determined, an advertisement placement request including bid information of the first target advertisement is sent to the advertisement trading platform, so that the advertisement trading platform acquires a second target advertisement, and the bid information of the second target advertisement is higher than the bid information of the first target advertisement. After receiving an advertisement putting request containing the quotation information of the first target advertisement, the advertisement trading platform initiates an inquiry request to a plurality of advertisement demand party platforms in the advertisement trading platform to inquire whether a second target advertisement with quotation information higher than the quotation information of the first target advertisement exists, if the second target advertisement exists, the second target advertisement is returned to the browser, otherwise, the information without the second target advertisement is returned to the browser. Further, the advertisement trading platform can perform weighted operation on the quotation information of the first target advertisement and the quotation information of each advertisement of the DSP platform in the advertisement trading platform, and determine whether a second target advertisement with the quotation information higher than that of the first target advertisement exists or not based on the weighted operation result. For example, the bid information for each advertisement may be weighted based on the advertiser for the advertisement, the relevance of the advertisement to the user, and the estimated click-through rate to determine whether there is a second targeted advertisement with bid information higher than the first targeted advertisement. According to the embodiment of the example, the maximization of the real-time bidding of each advertisement of the media end, namely the browser end can be ensured, and the advertising income of the media end is improved.
Further, in an example embodiment, prior to sending an advertisement placement request containing bid information for a first targeted advertisement to an advertisement trading platform, the advertisement placement method further comprises: judging whether the offer information of the first target advertisement is larger than the average advertisement price of the advertisement trading platform within a preset time interval; if the average advertisement price is judged to be larger than the average advertisement price, acquiring a first target advertisement from the advertisement demander platform; and if the advertisement price is not larger than the average advertisement price, sending an advertisement putting request containing the quotation information of the first target advertisement to the advertisement trading platform. For example, an average advertisement price of the advertisement trading platform for a predetermined time interval, e.g., 1 month, may be determined, and if the offer information of the first targeted advertisement is greater than the average advertisement price, the first targeted advertisement is obtained directly from the advertisement demander platform. Because the advertisement putting request does not need to be sent to the advertisement trading platform, the advertisement request time can be reduced, and the advertisement loading efficiency is further improved.
FIG. 3 illustrates a flow diagram for presenting a first targeted advertisement on a predetermined page, provided in accordance with some embodiments of the present application.
Referring to fig. 3, in step S310, it is determined whether an advertisement resource of the first targeted advertisement exists in a local cache based on the identification information of the first targeted advertisement.
In an example embodiment, after the predetermined page is loaded for the first time, the advertisement resources corresponding to the advertisement slots to be shown on the predetermined page are cached in the local advertisement cache, and the advertisement resources may include picture information and identification information of the advertisement and attributes of the advertisement such as size and background color. When the preset page is reloaded, after a first target advertisement corresponding to the advertisement to be shown on the preset page is determined, whether an advertisement resource of the first target advertisement exists in a local advertisement cache is determined based on identification information of the first target advertisement. For example, the identification of the first targeted advertisement may be matched with the identification information of each advertisement resource in the advertisement cache, and it may be determined whether the advertisement resource of the first targeted advertisement exists in the local cache based on the matching result.
In step S320, if the first target advertisement exists, the first target advertisement is shown on the predetermined page based on the advertisement resource of the first target advertisement in the local cache.
In an example embodiment, when it is determined that the advertisement resource of the first target advertisement exists in the local cache, the advertisement resource of the first target advertisement is obtained from the local cache, and the advertisement resource of the first target advertisement is rendered onto the predetermined page, for example, the size, i.e., the width and the height, of the first target advertisement is determined from the advertisement resource of the first target advertisement, and a picture in the advertisement resource is rendered onto a corresponding advertisement space to be shown of the predetermined page through a Canvas. By caching the advertisement resources in the local cache, the advertisement loading efficiency can be further improved.
In step S330, if not, acquiring an advertisement resource of the first target advertisement from the advertisement demander platform, and displaying the first target advertisement on the predetermined page based on the acquired advertisement resource of the first target advertisement.
In an example embodiment, when it is determined that the advertisement resource of the first target advertisement does not exist in the local cache, sending an advertisement putting request of the first target advertisement to the advertisement demander platform, receiving the advertisement resource of the first target advertisement returned by the advertisement demander platform, and rendering the advertisement resource of the first target advertisement to a corresponding advertisement position to be shown of the predetermined page.
Further, in order to improve the display effect of the advertisement, in an example embodiment, advertisement style information of the first target advertisement is determined according to the advertisement resource of the first target advertisement, and the advertisement style information may include size information of the advertisement, background color information of an advertisement picture, and the like; then, acquiring a display template of the first target advertisement from an advertisement template library based on the advertisement style information of the first target advertisement, wherein the display templates of the advertisements with various sizes and colors are pre-stored in the advertisement template library, and the display template is an optimized display scheme of the advertisements with corresponding sizes and colors and website background content, for example, the corresponding display template is matched from the advertisement template library based on the size information and the background color information of the target advertisement; and then, displaying the first target advertisement on the predetermined page based on the display template of the first target advertisement, for example, rendering the first target advertisement to an advertisement space to be displayed corresponding to the predetermined page based on the color and the size on the display template.
Fig. 4 illustrates a flow diagram of a method of advertisement delivery provided in accordance with some embodiments of the present application.
Referring to fig. 4, in step S410, a query request is initiated to a plurality of DSP platforms through a preloading module on a predetermined page.
In an example embodiment, a JavaScript code for inquiring the advertisement to be shown of the predetermined page is added to the head tag of the predetermined page, i.e., < header > tag. When the browser loads the preset page, a page request is initiated to a media server, namely a server for storing the preset page, through the URL address of the preset page, and when the server returns page content to the browser, due to the technical characteristics of JavaScript, a JavaScript code in a < header > tag is executed at the beginning of loading the preset page, so that price inquiry of an advertisement position to be displayed can be triggered before page loading. The method comprises the steps that information such as size, style and advertisement position layout information, namely placementid and the like of an advertisement position to be displayed is sent to a DSP platform through a JavaScript code for inquiring price, the DSP bids on the advertisement position to be displayed according to the advertisement position information, and quotation information is returned to a browser.
In step S420, the DSP platform returns the offer information to the browser, sorts the offer information of the advertisements of each DSP platform at the browser end, determines the first target advertisement based on the sorting result, and records the offer information of the first target advertisement in the memory. For example, the bid information may be weighted based on advertisers and estimated click rates of the advertisements returned by the respective DSP platforms, the bid information may be sorted based on the result of the weighted operation, and the advertisement corresponding to the advertisement information sorted first may be used as the first target advertisement.
In step S430, when the advertisement slot to be displayed is loaded, an advertisement placement request is triggered to be initiated to the advertisement trading platform, where the advertisement placement request includes bid information and advertisement slot information of the first target advertisement. For example, when the predetermined page is continuously loaded and loaded to the advertisement space to be shown, an advertisement putting request to an advertisement trading platform such as a *** advertisement server is triggered through a JavaScript script, and the bid information of the first target advertisement is sent to the advertisement trading platform as a request parameter such as "query string parameter" in the advertisement putting request together with the advertisement space information of the advertisement space to be shown.
In step S440, the advertisement trading platform initiates an inquiry request to the internal DSP platforms, where the inquiry request includes bid information of the first targeted advertisement. For example, the advertisement trading platform may set offer information of the first target advertisement into a LineItem parameter, generate an inquiry request including the LineItem parameter, and send the generated inquiry request to a plurality of internal DSP platforms.
In step S450, the DSP platform inside the advertisement trading platform returns offer information to the advertisement trading platform, and the advertisement trading platform determines whether there is a second target advertisement that is higher than the offer information of the first target advertisement based on the offer information returned by the DSP platform inside.
In step S460, the ad exchange platform returns the result of the ad placement request to the browser, for example, if the ad exchange platform determines that there is a second targeted advertisement with bid information higher than the first targeted advertisement, the second targeted advertisement is returned to the browser, otherwise, a message that there is no advertisement is returned to the browser. According to the embodiment of the embodiment, the maximization of the real-time bidding of each advertisement of the media end, namely the browser end can be ensured, and the advertising income of the media end is improved.
In addition, in other embodiments of the present application, an advertisement delivery device is provided. Referring to fig. 5, the advertisement delivery apparatus 500 may include: a parsing module 510, a requesting module 520, a receiving module 530, and a presentation module 540. The analysis module 510 is configured to analyze a pre-loading module corresponding to a predetermined page when the predetermined page is loaded, where the pre-loading module includes advertisement slot information of an advertisement slot to be displayed on the predetermined page; the request module 520 is configured to generate an advertisement query request including the advertisement placement information based on the parsing result, and send the advertisement query request to a plurality of advertisement demander platforms; the receiving module 530 is configured to receive offer information of an advertisement corresponding to the advertisement slot information, which is returned by the advertisement demander platform; the displaying module 540 is configured to, after determining a first target advertisement from the advertisements based on the offer information, load the predetermined page and the first target advertisement synchronously, so as to display the first target advertisement on the predetermined page.
In some embodiments of the present application, based on the above scheme, as shown in fig. 6, the display module 540 includes: a cache determination unit 5410 configured to determine whether an advertisement resource of the first target advertisement exists in a local cache based on the identification information of the first target advertisement; a first presentation unit 5420, configured to present the first targeted advertisement on the predetermined page based on the advertisement resource of the first targeted advertisement in the local cache if the first targeted advertisement exists; a second displaying unit 5430, configured to, if not, obtain an advertisement resource of the first target advertisement from the advertisement demander platform, and display the first target advertisement on the predetermined page based on the obtained advertisement resource of the first target advertisement.
In some embodiments of the present application, based on the above scheme, the display module further includes: an advertisement style determination unit for determining advertisement style information of the first target advertisement according to the advertisement resources of the first target advertisement; the template determining unit is used for acquiring a display template of the first target advertisement from an advertisement template library based on the advertisement style information; and the third display unit is used for displaying the first target advertisement on the preset page based on the display template of the first target advertisement.
In some embodiments of the present application, based on the above scheme, referring to fig. 7, the advertisement delivery apparatus 500 further includes: a first sending unit 710, configured to send an advertisement delivery request including bid information of the first target advertisement to an advertisement trading platform, so that the advertisement trading platform obtains a second target advertisement, where the bid information of the second target advertisement is higher than the bid information of the first target advertisement.
In some embodiments of the present application, based on the above solution, the advertisement delivery apparatus 500 further includes: a determining unit 720, configured to determine whether the offer information of the first target advertisement is greater than an average advertisement price of the advertisement trading platform within a predetermined time interval before sending an advertisement placement request including the offer information of the first target advertisement to the advertisement trading platform; an obtaining unit 730, configured to obtain the first target advertisement from the advertisement demander platform if it is determined that the average advertisement price is greater than the average advertisement price; a second sending unit 740, configured to send an advertisement placement request including bid information of the first target advertisement to the advertisement trading platform if it is determined that the average advertisement price is not greater than the average advertisement price.
In some embodiments of the present application, based on the above scheme, the display module includes: the estimated click rate determining unit is used for determining the estimated click rate of each advertisement corresponding to the offer information returned by the advertisement demander platform; the ordering unit is used for ordering the advertisements based on the estimated click rate and the offer information of each advertisement; an advertisement determination unit for determining a first target advertisement from the advertisements based on the ranking result.
In some embodiments of the present application, based on the above solution, the preloading module is a JavaScript module embedded in the header tag of the predetermined page, and the parsing module 510 is configured to: and analyzing the JavaScript module embedded in the head tag of the preset page through a JavaScript analysis engine.
According to the advertisement delivery device in the example embodiment of the application, on one hand, when a predetermined page is loaded, a preloading module which analyzes the advertisement space information on the predetermined page can determine the advertisement space information on the predetermined page before the predetermined page is loaded; on the other hand, an advertisement inquiry request containing advertisement space information is generated and sent to a plurality of advertisement demand party platforms, a target advertisement is determined based on offer information returned by the advertisement demand party platforms, an advertisement corresponding to the advertisement space to be displayed can be determined and corresponding advertisement resources can be obtained before the advertisement space to be displayed is loaded, and the preset page and the target advertisement are displayed synchronously, so that the advertisement loading efficiency and the information transmission efficiency can be improved; on the other hand, the price is directly inquired to the advertisement demand party platform without passing through the advertisement transaction platform, so that the operation efficiency of the advertisement is improved.
The advertisement delivery device provided by the embodiment of the application can realize each process in the method embodiments and achieve the same functions and effects, and the processes are not repeated.
Further, an embodiment of the present application further provides an advertisement delivery device, fig. 8 is a schematic structural diagram of the advertisement delivery device provided in the embodiment of the present application, and as shown in fig. 8, the device includes: a memory 801, a processor 802, a bus 803, and a communication interface 804. The memory 801, processor 802, and communication interface 804 communicate via the bus 803, and the communication interface 804 may include input and output interfaces including, but not limited to, a keyboard, mouse, display, microphone, and the like.
In fig. 8, the memory 801 stores thereon computer-executable instructions executable on the processor 802, and when executed by the processor 802, implement the following processes: when a preset page is loaded, analyzing a pre-loading module corresponding to the preset page, wherein the pre-loading module comprises advertisement space information of advertisement spaces to be displayed on the preset page; generating an advertisement inquiry request containing the advertisement position information based on the analysis result, and sending the advertisement inquiry request to a plurality of advertisement demand party platforms; receiving the offer information of the advertisement corresponding to the advertisement position information returned by the advertisement demander platform; and after a first target advertisement is determined from the advertisements based on the quotation information, synchronously loading the preset page and the first target advertisement so as to display the first target advertisement on the preset page.
Optionally, the computer-executable instructions, when executed by the processor, present the first targeted advertisement on the predetermined page, comprising: judging whether the advertisement resource of the first target advertisement exists in a local cache or not based on the identification information of the first target advertisement; if the first target advertisement exists, displaying the first target advertisement on the preset page based on the advertisement resource of the first target advertisement in the local cache; if not, acquiring the advertisement resource of the first target advertisement from the advertisement demander platform, and displaying the first target advertisement on the preset page based on the acquired advertisement resource of the first target advertisement.
Optionally, the computer-executable instructions, when executed by the processor, present the first targeted advertisement on the predetermined page, further comprising: determining advertisement style information of the first target advertisement according to the advertisement resources of the first target advertisement; acquiring a display template of the first target advertisement from an advertisement template library based on the advertisement style information; and displaying the first target advertisement on the predetermined page based on the display template of the first target advertisement.
Optionally, when the computer executable instructions are executed by the processor, the advertisement delivery method further comprises: and sending an advertisement putting request containing the quotation information of the first target advertisement to an advertisement trading platform so as to enable the advertisement trading platform to obtain a second target advertisement, wherein the quotation information of the second target advertisement is higher than the quotation information of the first target advertisement.
Optionally, when the computer-executable instructions are executed by the processor, before sending an advertisement placement request containing bid information of the first targeted advertisement to the advertisement trading platform, the advertisement placement method further includes: judging whether the offer information of the first target advertisement is larger than the average advertisement price of the advertisement trading platform in a preset time interval; if the average advertisement price is judged to be larger than the average advertisement price, the first target advertisement is obtained from the advertisement demander platform;
and if the average advertisement price is not larger than the average advertisement price, sending an advertisement putting request containing the quotation information of the first target advertisement to the advertisement trading platform.
Optionally, the computer-executable instructions, when executed by the processor, determine a first targeted advertisement from the advertisements based on the offer information, comprising: determining the estimated click rate of the advertisement corresponding to the offer information returned by the advertisement demander platform; ranking each advertisement based on the estimated click rate and offer information of each advertisement; a first targeted advertisement is determined from the advertisements based on the ranking results.
Optionally, when the computer executable instructions are executed by the processor, the preloading module is a JavaScript module embedded in a header tag of the predetermined page, and parses the preloading module corresponding to the predetermined page, including: and analyzing the JavaScript module embedded in the head tag of the preset page through a JavaScript analysis engine.
According to the advertisement delivery device in the example embodiment of the application, on one hand, when a predetermined page is loaded, a preloading module which contains advertisement position information on the predetermined page is analyzed, and the advertisement position information on the predetermined page can be determined before the predetermined page is loaded; on the other hand, an advertisement inquiry request containing advertisement space information is generated and sent to a plurality of advertisement demand party platforms, a target advertisement is determined based on offer information returned by the advertisement demand party platforms, an advertisement corresponding to the advertisement space to be displayed can be determined and corresponding advertisement resources can be obtained before the advertisement space to be displayed is loaded, and the preset page and the target advertisement are displayed synchronously, so that the advertisement loading efficiency and the information transmission efficiency can be improved; on the other hand, the price is directly inquired to the advertisement demand party platform without passing through the advertisement transaction platform, so that the operation efficiency of the advertisement is improved.
The advertisement delivery device provided by the embodiment of the application can realize each process in the method embodiments and achieve the same functions and effects, and the processes are not repeated here.
Further, an embodiment of the present application also provides a computer-readable storage medium for storing computer-executable instructions, which when executed by a processor implement the following process: when a preset page is loaded, analyzing a pre-loading module corresponding to the preset page, wherein the pre-loading module comprises advertisement space information of advertisement spaces to be displayed on the preset page; generating an advertisement inquiry request containing the advertisement position information based on the analysis result, and sending the advertisement inquiry request to a plurality of advertisement demand party platforms; receiving the offer information of the advertisement corresponding to the advertisement position information returned by the advertisement demander platform; and after a first target advertisement is determined from the advertisements based on the quotation information, synchronously loading the preset page and the first target advertisement so as to display the first target advertisement on the preset page.
Optionally, the computer executable instructions, when executed by a processor, present the first targeted advertisement on the predetermined page, comprising: judging whether the advertisement resource of the first target advertisement exists in a local cache or not based on the identification information of the first target advertisement; if the first target advertisement exists, displaying the first target advertisement on the preset page based on the advertisement resource of the first target advertisement in the local cache; if not, acquiring the advertisement resource of the first target advertisement from the advertisement demander platform, and displaying the first target advertisement on the preset page based on the acquired advertisement resource of the first target advertisement.
Optionally, the computer executable instructions, when executed by the processor, present the first targeted advertisement on the predetermined page further comprises: determining advertisement style information of the first target advertisement according to the advertisement resources of the first target advertisement; acquiring a display template of the first target advertisement from an advertisement template library based on the advertisement style information; and displaying the first target advertisement on the predetermined page based on the display template of the first target advertisement.
Optionally, when the computer executable instructions are executed by a processor, the advertisement delivery method further comprises: and sending an advertisement putting request containing the quotation information of the first target advertisement to an advertisement trading platform so as to enable the advertisement trading platform to obtain a second target advertisement, wherein the quotation information of the second target advertisement is higher than the quotation information of the first target advertisement.
Optionally, when the computer executable instructions are executed by the processor, before sending an advertisement placement request containing bid information of the first targeted advertisement to the advertisement trading platform, the advertisement placement method further comprises: judging whether the offer information of the first target advertisement is larger than the average advertisement price of the advertisement trading platform in a preset time interval; if the average advertisement price is judged to be larger than the average advertisement price, the first target advertisement is obtained from the advertisement demander platform; and if the average advertisement price is not larger than the average advertisement price, sending an advertisement putting request containing the quotation information of the first target advertisement to the advertisement trading platform.
Optionally, the computer-executable instructions, when executed by a processor, determine a first targeted advertisement from the advertisements based on the offer information, comprising: determining the estimated click rate of the advertisement corresponding to the offer information returned by the advertisement demander platform; ranking each advertisement based on the estimated click rate and offer information of each advertisement; a first targeted advertisement is determined from the advertisements based on the ranking results.
Optionally, when the computer executable instructions are executed by the processor, the preloading module is a JavaScript module embedded in a header tag of the predetermined page, and parses the preloading module corresponding to the predetermined page, including: and analyzing the JavaScript module embedded in the head tag of the preset page through a JavaScript analysis engine.
According to the computer-readable storage medium in the embodiment of the application, on one hand, when a predetermined page is loaded, a preloading module which analyzes the advertisement space information on the predetermined page can determine the advertisement space information on the predetermined page before the predetermined page is loaded; on the other hand, an advertisement inquiry request containing advertisement space information is generated and sent to a plurality of advertisement demand party platforms, a target advertisement is determined based on offer information returned by the advertisement demand party platforms, an advertisement corresponding to the advertisement space to be displayed can be determined and corresponding advertisement resources can be obtained before the advertisement space to be displayed is loaded, and the preset page and the target advertisement are displayed synchronously, so that the advertisement loading efficiency and the information transmission efficiency can be improved; on the other hand, the price is directly inquired to the advertisement demand party platform without passing through the advertisement transaction platform, so that the operation efficiency of the advertisement is improved.
The computer-readable storage medium includes a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk or an optical disk.
The computer-readable storage medium provided by the embodiment of the present application can implement the processes in the foregoing method embodiments, and achieve the same functions and effects, which are not repeated here.
The embodiments in the present specification are described in a progressive manner, and the same and similar parts among the embodiments are referred to each other, and each embodiment focuses on the differences from the other embodiments. In particular, for the system embodiment, since it is substantially similar to the method embodiment, the description is simple, and for the relevant points, reference may be made to the partial description of the method embodiment.
The above description is only an example of the present application and is not intended to limit the present application. Various modifications and changes may occur to those skilled in the art. Any modification, equivalent replacement, improvement, etc. made within the spirit and principle of the present application should be included in the scope of the claims of the present application.
Claims (12)
1. An advertisement delivery method, comprising:
when a preset page is loaded, analyzing a pre-loading module corresponding to the preset page, wherein the pre-loading module comprises advertisement space information of advertisement spaces to be displayed on the preset page;
generating an advertisement inquiry request containing the advertisement position information based on the analysis result, and sending the advertisement inquiry request to a plurality of advertisement demand party platforms;
receiving the offer information of the advertisement corresponding to the advertisement position information returned by the advertisement demander platform;
after a first target advertisement is determined from the advertisements based on the quotation information, the preset page and the first target advertisement are synchronously loaded so as to display the first target advertisement on the preset page;
the method comprises the following steps of sending an advertisement putting request containing quotation information of the first target advertisement to an advertisement trading platform so as to enable the advertisement trading platform to obtain a second target advertisement, wherein the method comprises the following steps:
when the advertisement slot to be displayed is loaded, triggering to initiate an advertisement putting request to an advertisement trading platform, wherein the advertisement putting request comprises quotation information of a first target advertisement and the advertisement slot information; the advertisement trading platform initiates an inquiry request to the advertisement demander platform, wherein the inquiry request contains the quotation information of the first target advertisement; and the advertisement demander platform returns the quotation information, and the advertisement trading platform determines whether a second target advertisement which is higher than the quotation information of the first target advertisement exists or not based on the returned quotation information, and displays the second target advertisement if the second target advertisement exists.
2. The advertisement delivery method according to claim 1, wherein the presenting the first targeted advertisement on the predetermined page comprises:
judging whether the advertisement resource of the first target advertisement exists in a local cache or not based on the identification information of the first target advertisement;
if the first target advertisement exists, displaying the first target advertisement on the preset page based on the advertisement resource of the first target advertisement in the local cache;
if not, acquiring the advertisement resource of the first target advertisement from the advertisement demander platform, and displaying the first target advertisement on the preset page based on the acquired advertisement resource of the first target advertisement.
3. The advertisement delivery method according to claim 2, wherein the first targeted advertisement is presented on the predetermined page, further comprising:
determining advertisement style information of the first target advertisement according to the advertisement resources of the first target advertisement;
acquiring a display template of the first target advertisement from an advertisement template library based on the advertisement style information;
and displaying the first target advertisement on the predetermined page based on the display template of the first target advertisement.
4. The advertisement delivery method according to claim 1, wherein before sending an advertisement delivery request containing bid information of the first targeted advertisement to the advertisement trading platform, the advertisement delivery method further comprises:
judging whether the offer information of the first target advertisement is larger than the average advertisement price of the advertisement trading platform in a preset time interval;
if the average advertisement price is judged to be larger than the average advertisement price, the first target advertisement is obtained from the advertisement demander platform;
and if the average advertisement price is not larger than the average advertisement price, sending an advertisement putting request containing the quotation information of the first target advertisement to the advertisement trading platform.
5. The method of claim 1, wherein determining a first targeted advertisement from the advertisements based on the bid information comprises:
determining the estimated click rate of the advertisement corresponding to the offer information returned by the advertisement demander platform;
ranking each advertisement based on the estimated click rate and offer information of each advertisement;
a first targeted advertisement is determined from the advertisements based on the ranking results.
6. The advertisement delivery method according to any one of claims 1 to 5, wherein the preloading module is a JavaScript module embedded in a header tag of the predetermined page, and parsing the preloading module corresponding to the predetermined page comprises:
and analyzing the JavaScript module embedded in the head tag of the preset page through a JavaScript analysis engine.
7. An advertisement delivery device, comprising:
the system comprises an analysis module and a pre-loading module, wherein the analysis module is used for analyzing a pre-loading module corresponding to a preset page when the preset page is loaded, and the pre-loading module comprises advertisement space information of advertisement spaces to be displayed on the preset page;
the request module is used for generating an advertisement inquiry request containing the advertisement position information based on the analysis result and sending the advertisement inquiry request to a plurality of advertisement demander platforms;
the receiving module is used for receiving the offer information of the advertisement corresponding to the advertisement position information, which is returned by the advertisement demander platform;
the display module is used for synchronously loading the preset page and the first target advertisement after the first target advertisement is determined from the advertisements based on the quotation information so as to display the first target advertisement on the preset page;
the device further includes a first sending unit, configured to send an advertisement delivery request including offer information of the first target advertisement to an advertisement trading platform, so that the advertisement trading platform obtains a second target advertisement, and specifically includes:
when the advertisement slot to be displayed is loaded, triggering to initiate an advertisement putting request to an advertisement trading platform, wherein the advertisement putting request comprises quotation information of a first target advertisement and the advertisement slot information; the advertisement trading platform initiates an inquiry request to the advertisement demander platform, wherein the inquiry request contains the quotation information of the first target advertisement; and the advertisement demander platform returns the quotation information, and the advertisement trading platform determines whether a second target advertisement which is higher than the quotation information of the first target advertisement exists or not based on the returned quotation information, and displays the second target advertisement if the second target advertisement exists.
8. The advertising device according to claim 7, wherein the presentation module comprises:
the cache determining unit is used for judging whether the advertisement resources of the first target advertisement exist in a local cache or not based on the identification information of the first target advertisement;
a first display unit, configured to display the first target advertisement on the predetermined page based on the advertisement resource of the first target advertisement in the local cache if the first target advertisement exists;
and the second display unit is used for acquiring the advertisement resource of the first target advertisement from the advertisement demander platform if the first target advertisement does not exist, and displaying the first target advertisement on the preset page based on the acquired advertisement resource of the first target advertisement.
9. The advertising device of claim 8, wherein the display module further comprises:
an advertisement style determination unit for determining advertisement style information of the first target advertisement according to the advertisement resources of the first target advertisement;
the template determining unit is used for acquiring a display template of the first target advertisement from an advertisement template library based on the advertisement style information;
and the third display unit is used for displaying the first target advertisement on the preset page based on the display template of the first target advertisement.
10. The advertisement delivery apparatus according to claim 7, characterized in that the advertisement delivery apparatus further comprises:
the judging unit is used for judging whether the quotation information of the first target advertisement is larger than the average advertisement price of the advertisement trading platform in a preset time interval before sending an advertisement putting request containing the quotation information of the first target advertisement to the advertisement trading platform;
an obtaining unit, configured to obtain the first target advertisement from the advertisement demander platform if it is determined that the average advertisement price is greater than the average advertisement price;
and the second sending unit is used for sending an advertisement putting request containing the quotation information of the first target advertisement to the advertisement trading platform if the average advertisement price is judged not to be larger than the average advertisement price.
11. The advertising device according to claim 7, wherein the presentation module comprises:
the estimated click rate determining unit is used for determining the estimated click rate of each advertisement corresponding to the offer information returned by the advertisement demander platform;
the ordering unit is used for ordering the advertisements based on the estimated click rate and the offer information of each advertisement;
an advertisement determination unit for determining a first target advertisement from the advertisements based on the ranking result.
12. The advertisement delivery apparatus according to any one of claims 7 to 11, wherein the preloading module is a JavaScript module embedded in a header tag of the predetermined page, and the parsing module is configured to:
and analyzing the JavaScript module embedded in the head tag of the preset page through a JavaScript analysis engine.
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| CN110175306B (en) * | 2019-05-23 | 2022-03-29 | 珠海天燕科技有限公司 | Method and device for processing advertisement information |
| CN110381346B (en) * | 2019-08-08 | 2022-09-27 | 上海尚往网络科技有限公司 | Advertisement display method and equipment |
| CN110942347A (en) * | 2019-11-26 | 2020-03-31 | 网易（杭州）网络有限公司 | Advertisement loading method and device |
| CN111105272A (en) * | 2019-12-12 | 2020-05-05 | 深圳开思时代科技有限公司 | Advertisement display control method for automobile spare and accessory part transaction platform |
| CN111580924B (en) * | 2020-05-19 | 2023-06-27 | 北京字节跳动网络技术有限公司 | Page display method and device, electronic equipment and readable storage medium |
| CN112036929B (en) * | 2020-07-31 | 2023-08-15 | 深圳市彬讯科技有限公司 | Advertisement putting method, device, equipment and storage medium applied to special field |
| CN111967901B (en) * | 2020-07-31 | 2023-08-11 | 深圳市彬讯科技有限公司 | Advertisement merchant ordering method, advertisement merchant ordering device, computer equipment and storage medium |
| CN111967899B (en) * | 2020-07-31 | 2023-08-15 | 深圳市彬讯科技有限公司 | Online advertisement putting method and device for merchant, computer equipment and storage medium |
| CN112215643A (en) * | 2020-10-12 | 2021-01-12 | 上海酷量信息技术有限公司 | Preloading system and method based on historical advertising price |
| CN112686695A (en) * | 2020-12-25 | 2021-04-20 | 郑州阿帕斯数云信息科技有限公司 | Advertisement filling method of advertisement position, advertisement client and electronic equipment |
| CN113344633B (en) * | 2021-06-18 | 2024-01-05 | 上海哔哩哔哩科技有限公司 | Advertisement picture processing method and device |
| CN117689428A (en) * | 2023-12-21 | 2024-03-12 | 广州迈量科技有限公司 | Advertisement waterfall stream price inquiry strategy generation method and device, electronic equipment and medium |
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| CN101369332A (en) * | 2007-08-17 | 2009-02-18 | 上海亿动信息技术有限公司 | Method and system for imbedding advertisement information in mobile phone web pages |
| CN101794567B (en) * | 2010-02-10 | 2014-01-01 | 中兴通讯股份有限公司 | Method and terminal for loading pictures |
| CN103606098A (en) * | 2013-11-29 | 2014-02-26 | 北京随视传媒科技股份有限公司 | Network real-time bidding control method and device |
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