CN111861564A - Digital advertisement transaction system - Google Patents
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Abstract
The invention relates to the field of advertisement big data, and discloses a digital advertisement transaction system, which comprises: the system comprises a service provider terminal, an advertiser terminal and an advertisement trading platform, wherein the advertisement trading platform comprises an advertisement trading server, an advertisement distribution server and a database. The advertisement trading server calculates the advertisement quality value of the advertisement request data according to the acquired first dimension characteristic data, and sends a prompt message of advertisement request failure to the corresponding advertiser terminal when the advertisement quality value is not greater than a preset quality threshold; when the advertisement quality value is larger than a preset quality threshold value, second dimension characteristic data of all advertisement service data are obtained, and the delivery matching degree of each advertisement service data is calculated according to the first dimension characteristic data and the second dimension characteristic data; the advertisement distribution server selects advertisement service data with the delivery matching degree larger than a preset distribution threshold value and sends the advertisement request data to the corresponding service provider terminal.
Description
Technical Field
The invention relates to the field of digital marketing and advertisement big data, in particular to a digital advertisement transaction system.
Background
Digital marketing is emerging as the internet is entering a wide range of mass participation and commercial activities. In the traditional advertising mode, advertising marketing is usually performed in a media-based place, namely, an advertiser puts advertisements to media advertisement positions by selecting media meeting the browsing habits of target audiences, and in the mode, a large part of advertisements are exposed to non-target audiences.
In addition, both traditional media plans and audience-based media plans involve media purchase to multiple advertising media, and if manual methods are used to manage and integrate media plans from different media one by one, a large amount of manpower and material resources are consumed, and the accuracy of the media plans cannot be guaranteed.
Unified system management through digital marketing can not only reduce the human cost, reduce time consumption, but also can effectively integrate various media resources.
Compared with the traditional marketing, the method has the following specific advantages: the digital marketing platform is connected with a plurality of different advertisement inventory sources, and a user can purchase a large amount of targeted advertisement resources in an accurate range by making a real-time purchase decision for each advertisement exhibition, so that the decision right for purchasing the advertisement exhibition is transferred from the advertisement inventory seller to a real medium advertisement buyer.
Disclosure of Invention
The existing digital advertising technical scheme generally has the following defects: the number of unreasonable advertisement requests sent by advertisers is large, and a large amount of human resources are consumed for processing unreasonable advertisement requests; the matching degree of the successful advertisement request with the advertisement space resource provided by the advertisement service provider is not high in a certain proportion, so that the advertisement effect is influenced.
In view of the above, the present invention provides a digital advertisement transaction system, which includes a facilitator terminal, an advertiser terminal and an advertisement transaction platform, wherein the advertisement transaction platform is in communication connection with the advertiser terminal and the facilitator terminal respectively;
the advertisement trading platform comprises an advertisement trading server, an advertisement distribution server and a database, wherein the advertisement trading server is in communication connection with the advertisement distribution server and the database respectively;
the advertisement transaction server comprises a dimensional feature extraction module, a dimensional vector creation module and an analysis calculation module, wherein the dimensional vector creation module is in communication connection with the dimensional feature extraction module and the analysis calculation module respectively, and the analysis calculation module comprises an advertisement quality value calculation unit and an advertisement delivery matching degree calculation unit;
the advertisement trading server acquires first dimension characteristic data of the advertisement request data and analyzes the first dimension characteristic data to obtain an advertisement quality value of the advertisement request data;
the advertisement trading server compares the advertisement quality value with a preset quality threshold value, and sends a prompt message of failure of an advertisement request to a corresponding advertiser terminal when the advertisement quality value is not greater than the preset quality threshold value; when the advertisement quality value is larger than a preset quality threshold value, second dimension characteristic data of all advertisement service data are obtained, and the putting matching degree of the advertisement request data and each advertisement service data is calculated according to the first dimension characteristic data and the second dimension characteristic data;
The advertisement distribution server selects the advertisement service data with the delivery matching degree larger than the preset distribution threshold value, and sends the advertisement request data to the service provider terminal corresponding to the advertisement service data with the delivery matching degree larger than the preset distribution threshold value.
According to a preferred embodiment, the advertiser terminal is a terminal held by an advertiser, and comprises a smart phone, a smart watch, a notebook computer, a desktop computer and a tablet computer.
According to a preferred embodiment, the facilitator terminal is a terminal held by an advertising facilitator, which includes a smartphone, a smartwatch, a laptop, a desktop computer, and a tablet computer.
According to a preferred embodiment, the advertisement quality value is used to indicate how reasonable the demand for ad slots and the budget price are in an ad request.
According to a preferred embodiment, the impression matching degree is used for indicating the matching degree of the advertisement request data and the advertisement service data.
According to a preferred embodiment, the analyzing the first dimension characteristic data by the ad trafficking server to obtain the ad quality value comprises:
the dimension characteristic extraction module extracts first dimension characteristic data of the advertisement request data; the first dimension characteristic data comprises display requirement characteristic information, budget price characteristic information and equipment requirement characteristic information;
The dimension vector creating module creates a display demand vector, a budget price vector and an equipment demand vector according to the display demand characteristic information, the budget price characteristic information and the equipment demand characteristic information respectively;
an advertisement quality value calculation unit in the analysis calculation module calculates an advertisement quality value based on the presentation demand vector, the budget price vector, and the device demand vector.
According to a preferred embodiment, the advertisement quality value is calculated by the formula:
wherein D is1To represent the demand vector, DsFor standard presentation of the demand vector, E1As a device demand vector, EsAs a standard equipment demand vector, M1To budget a price vector, MsFor a standard budget price vector, wiTo exhibit the required proportionality coefficient, wjIs the device demand scaling factor and S is the advertisement quality value.
According to a preferred embodiment, the advertisement trading server calculating the placement matching degree according to the first dimension characteristic data and the second dimension characteristic data comprises:
the dimension characteristic extraction module extracts second dimension characteristic data of each advertisement service data, wherein the second dimension characteristic data comprises showing and providing characteristic information, expected price characteristic information and playing equipment characteristic information;
the dimension vector creating module is used for respectively creating a presentation providing vector, an expected price vector and a playing device vector for the presentation providing characteristic information, the expected price characteristic information and the playing device characteristic information of each advertisement service data;
And the delivery matching degree calculation unit of the analysis calculation module calculates the delivery matching degree of each advertisement service data and the advertisement request data according to the display providing vector, the expected price vector and the playing device vector of each advertisement service data.
According to a preferred embodiment, the calculation formula of the delivery matching degree is as follows:
wherein P is the matching degree of the throwing, D1To represent the demand vector, D2Providing vectors for presentation, E1As a device demand vector, E2To broadcastPlayback device vector, M1To budget a price vector, M2For the standard expected price vector, q1Is the first matching coefficient, q2Is the second matching coefficient, q3Is the third matching coefficient.
According to a preferred embodiment, the prompt message of the failure of the advertisement request comprises the reason of the failure of the advertisement request data and the improvement suggestion.
According to a preferred embodiment, the display demand characteristic information includes the advertisement space attribute and the media setting information of the target advertisement space, and the target advertisement space is the advertisement space meeting the data demand of the advertisement request.
According to a preferred embodiment, the device requirement information includes web page presentation information, mobile application presentation information, and video presentation information.
According to a preferred embodiment, the web page display information is web site information where the web page advertisement is finally displayed; the mobile application display information is mobile application information where the mobile application advertisement is finally displayed; the video display information is the video information where the video advertisement is finally displayed.
The invention has the following beneficial effects:
the invention carries out transaction by taking the advertisement request of the advertiser as a main body, firstly carries out quality analysis and evaluation on the advertisement request of the advertiser before sending the advertisement request of the advertiser to the advertisement service provider, returns the advertisement request which is not qualified, and avoids the condition of manpower and material resources waste caused by forced participation in bidding due to unreasonable advertisement request. In addition, for the advertisement request which passes the quality analysis, the invention sends the advertisement request to the advertisement service provider with the delivery matching degree higher than the distribution threshold value to participate in bidding according to the budget price, the equipment demand information, the display demand information and other information contained in the advertisement request, thereby improving the delivery matching degree and the advertisement bidding efficiency of the advertisement request, shortening the advertisement position bidding time and the time for searching the proper advertisement position by the advertiser, and greatly saving the time cost and the manpower and material resource cost of the advertiser and the advertisement service provider.
Drawings
FIG. 1 is a block diagram of a digital ad trafficking system provided by an exemplary embodiment;
FIG. 2 is a block diagram of an ad trafficking server provided in an exemplary embodiment.
Detailed Description
In order to make the objects, technical solutions and advantages of the present invention more apparent, the present invention will be described in further detail with reference to the accompanying drawings in conjunction with the following detailed description. It should be understood that the description is intended to be exemplary only, and is not intended to limit the scope of the present invention. Moreover, in the following description, descriptions of well-known structures and techniques are omitted so as to not unnecessarily obscure the concepts of the present invention.
As shown in FIG. 1, in one embodiment, the digital advertisement trading system of the present invention comprises: the system comprises a service provider terminal, an advertiser terminal and an advertisement trading platform, wherein the advertisement trading platform is in communication connection with the advertiser terminal and the service provider terminal respectively.
The advertisement trading platform comprises an advertisement trading server, an advertisement distribution server and a database, wherein the advertisement trading server is in communication connection with the advertisement distribution server and the database respectively, the advertisement trading server is used for verifying the putting matching degree of advertisement request data and advertisement service data, and the advertisement distribution server is used for screening out the advertisement service data with the putting matching degree higher than a preset distribution threshold value and sending the advertisement request data to a corresponding facilitator terminal.
The advertisement trading server obtains the first dimension characteristic data of the advertisement request data and analyzes the first dimension characteristic data to obtain the advertisement quality value of the advertisement request data.
The advertisement trading server compares the advertisement quality value with a preset quality threshold value, and sends a prompt message of failure of an advertisement request to a corresponding advertiser terminal when the advertisement quality value is not greater than the preset quality threshold value; and when the advertisement quality value is larger than a preset quality threshold value, acquiring second dimension characteristic data of all advertisement service data, and calculating the delivery matching degree of the advertisement request data and each advertisement service data according to the first dimension characteristic data and the second dimension characteristic data.
The advertisement distribution server selects the advertisement service data with the delivery matching degree larger than the preset distribution threshold value, and sends the advertisement request data to the service provider terminal corresponding to the advertisement service data with the delivery matching degree larger than the preset distribution threshold value.
As shown in fig. 2, the advertisement trading server includes: the device comprises a dimension feature extraction module, a dimension vector creation module and an analysis calculation module. The dimension vector creating module is in communication connection with the dimension feature extracting module and the analyzing and calculating module respectively, and the analyzing and calculating module comprises an advertisement quality value calculating unit and an advertisement putting matching degree calculating unit.
The dimension characteristic extraction module extracts first dimension characteristic data and second dimension characteristic data according to the advertisement request data and the advertisement service data respectively. The first dimension characteristic data comprises showing requirement characteristic information, budget price characteristic information and equipment requirement characteristic information, and the second dimension characteristic data comprises showing providing characteristic information, expected price characteristic information and playing equipment characteristic information.
The dimension vector creating module creates a display demand vector, a budget price vector and an equipment demand vector according to the display demand characteristic information, the budget price characteristic information and the equipment demand characteristic information, and creates a display providing vector, an expected price vector and a playing equipment vector according to the display providing characteristic information, the expected price characteristic information and the playing equipment characteristic information of each piece of advertisement service data.
An advertisement quality value calculation unit of the analysis calculation module calculates an advertisement quality value based on the presentation demand vector, the budget price vector, and the device demand vector.
And the delivery matching degree calculation unit of the analysis calculation module calculates the delivery matching degree of each advertisement service data and the advertisement request data according to the display providing vector, the expected price vector and the playing device vector of each advertisement service data.
Specifically, in one embodiment, an advertisement request processing method for digital marketing performed by a digital advertisement trading system may include:
s1) the advertisement trading platform receives the advertisement request data transmitted from the advertiser terminal.
Specifically, the advertisement trading platform is used for an open online advertisement trading platform which connects an advertiser terminal and a facilitator terminal together and provides advertisement data exchange, analysis matching and trade settlement services.
Optionally, the advertiser terminal is configured to integrate advertiser requirements and provide a publishing service for advertisers, the advertisers being customers who send advertisement requests and need to place advertisements.
Optionally, the advertiser terminal is a terminal held by an advertiser, and includes a smart phone, a smart watch, a notebook computer, a desktop computer, a tablet computer, and any smart device with a communication function.
S2) the advertisement trading server of the advertisement trading platform obtains the first dimension characteristic data of the advertisement request data and analyzes the first dimension characteristic data to obtain the advertisement quality value of the advertisement request data.
Specifically, step S2 includes:
s2.1) extracting first dimension characteristic data of the advertisement request data by a dimension characteristic extraction module, wherein the first dimension characteristic data comprises display demand characteristic information, budget price characteristic information and equipment demand characteristic information.
Optionally, the display demand characteristic information includes advertisement attribute information and media setting attribute information of the advertiser-delivered advertisement; the device requirement characteristic information includes advertisement presentation environment information such as web pages, mobile applications, and related information of video devices.
Preferably, the advertisement attributes include an advertisement field, an advertisement type, an advertisement size, and the like.
The advertising field includes: sports, food, make-up, home, and the like.
The types of advertisements include: web advertisements, radio advertisements, outdoor media advertisements, video advertisements, and the like.
The advertisement size is the flow required for playing the advertisement in the video or webpage advertisement, and in the outdoor media advertisement, the advertisement size refers to the area occupied by the billboard; in the advertisement of periodical newspaper, the advertisement size refers to the size of the page occupied by the published advertisement.
Preferably, in the video advertisement, the media setting attribute of the advertisement is the audience rating of the television; in the newspaper or periodical advertisement, the media setting attribute of the advertisement is the publishing amount of the newspaper or periodical; setting the media attribute of the advertisement in the webpage advertisement as the browsing amount of the webpage; in the broadcast station advertisement, the media setting attribute of the advertisement is the listening rate of the broadcast station; in outdoor media advertising, the media setting attribute of the advertisement is the position superiority of the outdoor media.
Preferably, the advertisement presentation environment information includes: the webpage display information in the webpage display is the website information where the webpage advertisement is finally displayed; the mobile application display information in the mobile application display is the mobile application information where the mobile application advertisement is finally displayed; and the video display information in the video display is the video information where the video advertisement is finally displayed.
S2.2) the dimension vector creating module creates a display demand vector, a budget price vector and an equipment demand vector according to the display demand characteristic information, the budget price characteristic information and the equipment demand characteristic information respectively;
s2.3) an advertisement quality value calculating unit in the analysis and calculation module calculates the advertisement quality value according to the display demand vector, the budget price vector and the equipment demand vector.
Specifically, the formula for calculating the advertisement quality value S is:
wherein D1To represent the demand vector, DsFor standard presentation of the demand vector, E1As a device demand vector, EsAs a standard equipment demand vector, M1To budget a price vector, MsFor a standard budget price vector, wiTo exhibit the required proportionality coefficient, wjIs the device demand scaling factor and S is the advertisement quality value.
The advertisement quality value of the advertisement request data is used to indicate how reasonable the demand information and budget price for the ad slot in the advertisement request is. The reasonable degree of the advertisement demand information and the budget price is judged mainly by calculating a demand price ratio, namely the ratio of the advertisement demand to the budget price.
The standard demand reveal vector, the standard budget price vector, and the standard equipment demand vector may be adjusted according to market changes. The market change comprises the change of supply and demand and the change of price corresponding to specific demand. Specifically, standard advertisement request information with the most reasonable demand-price ratio is formulated, standard display demand characteristic information, standard equipment demand characteristic information and standard budget price characteristic information are extracted according to the standard advertisement request information, and then a standard display demand vector, a standard equipment demand vector and a standard budget price vector are created according to the standard display demand characteristic information, the standard equipment demand characteristic information and the standard budget price characteristic information.
In the invention, before the advertisement request data is sent to the advertisement service provider, the first dimension characteristic data of the advertisement request data is analyzed to obtain the advertisement quality value, the rationality of the advertisement request data is analyzed by utilizing the advertisement quality value of the advertisement request data, and the advertisement request failure prompt message is sent to the corresponding advertiser for unreasonable advertisement request data, namely the advertisement request data with the advertisement quality value lower than the preset quality threshold, so that the condition that manpower and material resources are wasted due to unreasonable advertisement request participating bidding is avoided.
In addition, the standard demand presentation vector, the standard budget price vector and the standard equipment demand vector which are referred by the analyzed advertisement quality value can be adjusted according to market changes such as supply and demand changes and price changes corresponding to specific demands, and the condition that the advertisement quality value analysis does not accord with the market rule due to the market changes is avoided.
S3) the advertisement trading server determines whether the advertisement quality value is greater than a preset quality threshold.
S3.1) when the advertisement quality value is less than or equal to the preset quality threshold, the advertisement trading server sends a prompt message of advertisement request failure to the corresponding advertiser terminal, and the advertisement quality value is used for judging whether the corresponding advertisement request data meets the requirements or not.
Specifically, if the quality value of the advertisement request data is less than or equal to the preset quality threshold, it indicates that there is an unreasonable place for the advertisement request, such as: the budget price does not match the exposure demand or the budget price does not match the device demand. At this time, the advertisement server transmits a prompt message of advertisement request failure to the corresponding advertiser terminal, the prompt message of advertisement request failure including a reason for advertisement request failure and improvement suggestion. The advertiser can resend the advertisement request after correspondingly improving the advertisement request according to the advertisement request failure prompt message.
S4), when the advertisement quality value is larger than the preset quality threshold, the advertisement trading platform receives the advertisement service data sent by all the facilitator terminals.
Specifically, if the quality value of the advertisement request data is greater than the preset quality threshold, which indicates that the advertisement request data is reasonable, the matching verification can be further performed to participate in the bidding.
Specifically, the facilitator terminal is used for integrating advertisement facilitator resources, providing advertisement resource publishing services for the advertisement facilitator, and the advertisement facilitator is a medium or a merchant providing advertisement spots.
Optionally, the facilitator terminal is a terminal held by an advertising facilitator, and includes a smart phone, a smart watch, a laptop, a desktop, and a tablet, and any smart device with a communication function.
S5) the advertisement trading server obtains the second dimension characteristic data of the advertisement service data and calculates the putting matching degree of the advertisement request data and each advertisement service data according to the first dimension characteristic data and the second dimension characteristic data.
Specifically, step S5 includes:
s5.1) extracting second dimension characteristic data of each advertisement service data by a dimension characteristic extraction module, wherein the second dimension characteristic data comprises presentation providing characteristic information, expected price characteristic information and playing equipment characteristic information.
Optionally, the presentation offer feature message includes information such as the ad slot attribute and the ad slot media setting attribute. The ad slot attributes include the domain, type, size of the ad slot. The field of advertisement position field advertisement position supports the field of putting the advertisement, and it includes: sports, food, make-up, home, and the like.
Ad spot type spots the type of ad spots that support placement of ads includes: web advertisements, radio station advertisements, video advertisements, outdoor media advertisements, and the like.
The size of the advertisement space is the size of the advertisement space supporting the advertisement putting, and in the video or webpage advertisement, the size of the advertisement space is the advertisement flow; in the outdoor media advertisement, the size of the advertisement space is the area of the advertisement space; in the advertisement of periodical newspaper, the size of the advertisement space is the size of the advertisement page.
Optionally, ad slot media set attributes: in the outdoor media advertisement position, the media setting attribute of the advertisement position is the position superiority of the advertisement position, in the video advertisement position, the media setting attribute of the advertisement position is the audience rating of a television station where the advertisement position is located, and in the advertisement position of the periodical newspaper, the media setting attribute of the advertisement position is the release quantity of the newspaper or periodical where the advertisement position is located; in the broadcast station advertisement, the advertisement space media setting attribute is the listening rate of the broadcast station where the advertisement space is located.
The expected price characteristic information of the ad service data includes a price range at which the ad slot is expected to be sold.
The playing device characteristic information comprises an advertisement space environment; for example: the web page display information in the web page display is the website information where the web page advertisement is finally displayed, the mobile application display information in the mobile application display is the mobile application information where the mobile application advertisement is finally displayed, and the video display information in the video display is the video information where the video advertisement is finally displayed.
And S5.2) the dimension vector creating module creates a presentation providing vector, an expected price vector and a playing device vector for the presentation providing characteristic information, the expected price characteristic information and the playing device characteristic information of each piece of advertisement service data respectively.
And S5.3) a delivery matching degree calculation unit of the analysis calculation module calculates the delivery matching degree of each advertisement service data and the advertisement request data according to the display providing vector, the expected price vector and the playing device vector of each advertisement service data.
Specifically, the calculation formula of the putting matching degree is as follows:
wherein P is the matching degree of the throwing, D1To represent the demand vector, D2Providing vectors for presentation, E1As a device demand vector, E 2For playback device vectors, M1To budget a price vector, M2For the standard expected price vector, q1Is the first matching coefficient, q2Is the second matching coefficient, q3Is the third matching coefficient.
Optionally, the sum of the first matching coefficient, the second matching coefficient and the third matching coefficient is 1, i.e. q1+q2+q3＝1。
The delivery matching degree indicates the matching degree of the advertisement request data and the advertisement service data, and the higher the delivery matching degree is, the more the advertisement request data and the advertisement service data are matched. And the putting matching degree is set to be 0, 1, and the higher the putting matching degree is, the higher the putting matching degree is. 0 represents a complete mismatch and 1 represents a complete match.
The first matching coefficient refers to the relative importance degree of the playing device to the matching degree of the placement, the second matching coefficient refers to the relative importance degree of the price to the matching degree of the placement, and the third matching coefficient refers to the relative importance degree of the presentation environment to the matching degree of the placement, wherein the first matching coefficient, the second matching coefficient and the third matching coefficient can be adaptively adjusted according to the requirements of advertisers and advertising service providers.
The matching coefficient is introduced when the putting matching degree is calculated, the matching coefficient acts on the influence of all variables in the putting matching degree calculation process, different variables can have different influence degrees, the finally calculated putting matching degree is more accurate, and the matching coefficient can be adjusted according to the real-time requirements of advertisers and advertising service providers so as to obtain the putting matching degree analysis mode which best meets the requirements of the advertisers and the advertising service providers.
S6) the advertisement distribution server screens out the advertisement service data with the delivery matching degree higher than the preset distribution threshold value and sends the advertisement request data to the corresponding facilitator terminal.
Specifically, the advertisement distribution server receives the delivery matching degree of the advertisement request data and each advertisement service data, compares the delivery matching degree of each advertisement service data with a preset distribution threshold, screens out the advertisement service data with the delivery matching degree larger than the preset distribution threshold, and sends the advertisement request data to the corresponding advertisement service provider.
Each of the advertisement service data and the advertisement request data has a unique identification ID for uniquely identifying the advertisement service data and the advertisement request data. Preferably, the mapping ID table is generated according to the received advertisement request data, the placement matching degree, and the identification ID.
Preferably, each of the advertisement service data and the advertisement request data has a mapping ID table which records the identification ID, the advertisement quality value and the placement matching degree of all the advertisement request data matched with the advertisement service data, i.e., participating in the bidding of the advertisement service.
The mapping ID table of the advertisement request data records the identification ID and the delivery matching degree of the advertisement service data with the delivery matching degree of the advertisement request data being more than the preset distribution threshold value.
For the advertisement service data higher than the preset distribution threshold, the server client writes the identification ID, the advertisement quality value and the advertisement request data of the advertisement request data into a mapping ID table of the advertisement service data relative to the delivery matching degree of the current advertisement service data, and writes the identification ID and the delivery matching degree of the advertisement service data into the mapping ID table of the advertisement request data.
In the invention, when an advertisement request participates in the bidding of an advertisement position, comprehensive evaluation is carried out according to the putting matching degree of each advertisement request data in the advertisement service mapping ID table relative to the current advertisement service data, the bidding price and the advertisement quality value of the advertisement request data, and the advertisement request data most suitable for the current advertisement service data is evaluated in multiple aspects.
Further, while specific functionality is discussed above with reference to particular modules, it should be noted that the functionality of the various modules discussed herein may be separated into multiple modules and/or at least some of the functionality of multiple modules may be combined into a single module. Additionally, a particular module performing an action discussed herein includes the particular module itself performing the action, or alternatively the particular module invoking or otherwise accessing another component or module that performs the action (or performs the action in conjunction with the particular module). Thus, a particular module that performs an action can include the particular module that performs the action itself and/or another module that the particular module that performs the action calls or otherwise accesses.
It will be understood that, although the terms first, second, third, etc. may be used herein to describe various devices, elements, components or elements, these devices, elements, components or elements should not be limited by these terms. These terms are only used to distinguish one device, element, component or element from another device, element, component or element.
Although the present invention has been described in connection with some embodiments, it is not intended to be limited to the specific form set forth herein. Rather, the scope of the invention is limited only by the appended claims. The order of features in the claims does not imply any specific order in which the features must be worked. Furthermore, in the claims, the word "comprising" does not exclude other elements, and the indefinite article "a" or "an" does not exclude a plurality.
Claims (9)
1. A digital advertisement trading system, comprising: the system comprises a service provider terminal, an advertiser terminal and an advertisement trading platform, wherein the advertisement trading platform is in communication connection with the advertiser terminal and the service provider terminal respectively;
the advertisement trading platform comprises an advertisement trading server, an advertisement distribution server and a database, wherein the advertisement trading server is in communication connection with the advertisement distribution server and the database respectively;
The advertisement transaction server comprises a dimensional feature extraction module, a dimensional vector creation module and an analysis calculation module, wherein the dimensional vector creation module is in communication connection with the dimensional feature extraction module and the analysis calculation module respectively, and the analysis calculation module comprises an advertisement quality value calculation unit and an advertisement delivery matching degree calculation unit;
the advertisement trading server acquires first dimension characteristic data of the advertisement request data and analyzes the first dimension characteristic data to obtain an advertisement quality value of the advertisement request data;
the advertisement trading server compares the advertisement quality value with a preset quality threshold value, and sends a prompt message of failure of an advertisement request to a corresponding advertiser terminal when the advertisement quality value is not greater than the preset quality threshold value; when the advertisement quality value is larger than a preset quality threshold value, second dimension characteristic data of all advertisement service data are obtained, and the putting matching degree of the advertisement request data and each advertisement service data is calculated according to the first dimension characteristic data and the second dimension characteristic data;
the advertisement distribution server selects the advertisement service data with the delivery matching degree larger than the preset distribution threshold value, and sends the advertisement request data to the service provider terminal corresponding to the advertisement service data with the delivery matching degree larger than the preset distribution threshold value.
2. The system of claim 1, wherein the advertiser terminal comprises a smartphone, a laptop, a desktop, and a tablet.
3. The system of claim 2, wherein the facilitator terminal is a terminal hosted by an advertising facilitator, and comprises a smartphone, a laptop, and a tablet.
4. The system of claim 3, wherein the advertisement quality value is indicative of how reasonable a demand for ad slots and a budget price are in an ad request.
5. The system of claim 4, wherein the impression match is used to indicate a match between the ad request data and the ad service data.
6. The system of claim 5, wherein the advertisement trading server analyzing the first dimension characteristic data for an advertisement quality value comprises:
the dimension characteristic extraction module extracts first dimension characteristic data of the advertisement request data; the first dimension characteristic data comprises display requirement characteristic information, budget price characteristic information and equipment requirement characteristic information;
the dimension vector creating module creates a display demand vector, a budget price vector and an equipment demand vector according to the display demand characteristic information, the budget price characteristic information and the equipment demand characteristic information respectively;
An advertisement quality value calculation unit in the analysis calculation module calculates an advertisement quality value based on the presentation demand vector, the budget price vector, and the device demand vector.
7. The system of claim 6, wherein the advertisement quality value is calculated by the formula:
wherein D is1To represent the demand vector, DsFor standard presentation of the demand vector, E1As a device demand vector, EsAs a standard equipment demand vector, M1To budget a price vector, MsFor a standard budget price vector, wiTo exhibit the required proportionality coefficient, wjIs the device demand scaling factor and S is the advertisement quality value.
8. The system of claim 7, wherein the dimension feature extraction module extracts second dimension feature data of each advertisement service data, the second dimension feature data comprising presentation offer feature information, expected price feature information, and playback device feature information;
the dimension vector creating module is used for respectively creating a presentation providing vector, an expected price vector and a playing device vector for the presentation providing characteristic information, the expected price characteristic information and the playing device characteristic information of each advertisement service data;
and the delivery matching degree calculation unit of the analysis calculation module calculates the delivery matching degree of each advertisement service data and the advertisement request data according to the display providing vector, the expected price vector and the playing device vector of each advertisement service data.
9. The system of claim 8, wherein the hint message of the advertisement request failure comprises a reason for the advertisement request data failure and an improvement suggestion.
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