CN113205375A - Advertisement delivery system and method for automatically selecting platform according to advertiser purpose - Google Patents
Advertisement delivery system and method for automatically selecting platform according to advertiser purpose Download PDFInfo
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Abstract
An advertisement delivery system for automatically selecting a platform according to an advertiser goal comprises a setting module, a selection module and a display module, wherein the setting module is used for setting an advertisement promotion goal, a bid and a user orientation; the orientation module is used for screening out selectable advertisement requests from all effective advertisement requests according to the user orientation; the screening module is used for screening advertisement releasing requests from the selectable advertisement requests according to the bids of the advertisements; the ordering module is used for ordering the advertisement requests from high to low according to the advertisement bids successfully displayed in the last three days; the bid module is used for selecting a plurality of advertisement requests ranked in front or behind for bid according to the advertisement promotion purpose and the ranking of the advertisement requests which can be released; and the recording module is used for recording the advertisement request, the bid price, the time and whether the advertisement request, the bid price, the time and the success. The invention automatically selects the advertising media which can be delivered for the advertiser, so that the advertising purpose of the advertiser can be better realized.
Description
Technical Field
The invention relates to the technical field of internet advertisements, in particular to an advertisement delivery system and method for automatically selecting a platform according to the purpose of an advertiser.
Background
In the field of internet advertising, an advertiser generally needs to configure more information, including various contents such as keywords, bids, user orientations, media platforms and the like, and the promotion purpose of the advertiser can be well realized through the cooperation of various factors. For example, an invention discloses a method for accurately pushing advertisements, which comprises the following steps: according to the product promotion requirements of advertisers, a standard matching library is formulated; acquiring a user access track log, and analyzing and processing the user access track log in real time to acquire a website accessed by the user; matching keywords of the website accessed by the user with a standard matching library; and when the website accessed by the user is successfully matched with the standard matching library, pushing the advertisement to the terminal equipment of the user access track log to realize accurate advertisement pushing. In addition, the invention also discloses a system for accurately pushing the advertisement, which comprises a data analysis processing platform and an advertisement putting platform. By the method or the system for accurately pushing the advertisements, the timeliness and the accuracy of advertisement delivery are improved. For another example, a certain invention discloses a method and a system for accurately delivering advertisements in a partitioning and directional manner, which comprises a region partitioning module, a time partitioning module, a user partitioning module, an advertisement association editing and packaging module, a sending control module, a query module and a data receiving and displaying module, wherein the user is partitioned into different region IDs, the user associated with the advertisement is designated, a code stream is packaged, and the user data, the picture data and the associated data are packaged into a TS (transport stream) code stream of a digital television standard; and the set-top box decides to decode and display according to the area ID and the user ID of the set-top box. Compared with the prior art, the invention saves the bandwidth of an operator, transmits advertisements in different areas, transmits the advertisements in different time intervals, and transmits the advertisements in different users, and realizes the accurate advertisement delivery, including the accurate time delivery, the accurate regional delivery and the accurate time delivery.
In the prior art, many attempts have been made to draw a digital representation for each user and label the user to achieve precise orientation. However, since the user's mind changes in real time, the orientation of individuals makes the promotion of the entire network ineffective. And because the sociality of people is fully embodied on the internet, the media as the target of user orientation is more stable and accurate. Meanwhile, the latest data of the media can be obtained by the system calculation, so that the popularization purpose of the user is fully considered, the user does not need to carry out a large amount of configuration, and the accurate delivery of the advertisement popularization can be realized only by carrying out basic configuration.
Disclosure of Invention
The technical problem to be solved by the invention is to provide an advertisement delivery system and method for automatically selecting a platform according to the purpose of an advertiser, automatically selecting a deliverable advertisement medium for the advertiser according to the promotion purpose set by the advertiser, and simultaneously meeting the directional requirement of the advertiser, so that the advertisement purpose of the advertiser can be better realized, and the advertisement effect is improved.
In order to solve the technical problem, the invention provides an advertisement delivery system for automatically selecting a platform according to the purpose of an advertiser, which comprises a setting module, a directional module, a screening module, a sorting module, a bidding module and a recording module.
The setting module is used for setting advertising promotion purposes, bids and user orientations; wherein the promotion purpose comprises transformation and display;
the orientation module is used for screening selectable advertisement requests from all effective advertisement requests according to the user orientation;
the screening module is used for screening advertisement releasing requests from the selectable advertisement requests according to the bids of the advertisements;
the ordering module is used for ordering the advertisement requests from high to low according to the advertisement bids successfully displayed in the last three days;
the bidding module is used for selecting a plurality of advertisement requests ranked in front or behind for bidding according to the advertisement promotion purpose and the sequencing of the advertisement requests capable of being launched;
the recording module is used for recording the advertisement request, the bid price, the time and whether the advertisement request, the bid price, the time and the success; if the bidding is successful, the subsequent conversion result is also required to be recorded.
In the above technical solution, the conversion result recorded by the recording module includes actions such as clicking, downloading, registering and activating. The advertisement bids successfully displayed in the last three days refer to the latest advertisement bids successfully displayed. The screening module eliminates the advertisement with over-high advertisement bid which is successfully displayed in the last three days.
As an improvement of the above, the bid module takes bids as criteria in selecting the number of advertisement requests.
In the above technical solution, the bid module compares the advertisement bid with the advertisement bid successfully shown in the last three days, using the bid as a standard when selecting the quantity of the advertisement request. The bid price is made for the advertisement request with the advertisement bid price higher than the advertisement bid price successfully displayed in the last three days, so that the success rate of the bid price can be greatly improved. Meanwhile, the bid can be made for the advertisement request slightly higher than the advertisement bid, so that the advertisement bid range is increased, and the popularization range is expanded.
As an improvement of the above solution, the bid module always selects a fixed quantity when selecting the quantity of advertisement requests.
In the technical scheme, the bid module always selects a fixed quantity when selecting the quantity of the advertisement requests, and can control the bid frequency of the advertisement within a period of time, so that the display frequency of the advertisement within a period of time can be controlled, the display frequency of the advertisement can be controlled, the control of the display frequency of the advertisement is facilitated, and the display effect of the advertisement is improved.
As an improvement of the scheme, for the advertisement requests which are not successfully shown in the last three days but have the bid records, the ranking module takes the highest price in the bid records for the advertisement slot as the advertisement bid which is successfully shown in the last three days.
In the above technical solution, considering that the bids can not always obtain the showing opportunity, the highest price in all the bid records for the advertisement slot is used as the standard for the advertisement request which has not been successfully shown in the last three days. Wherein all bid records comprise bid records for all advertisements in the system. Accordingly, unsuccessful impressions also refer to ad requests made by all ads in the system, not just ad requests for that ad. The technical scheme considers the advertisement requests which are not successfully displayed, adopts the highest data as the standard, and is beneficial to improving the accuracy and the continuity of the data.
As an improvement of the scheme, for the advertisement request without historical data, the latest successful bidding bid of the similar advertisement request is used as the advertisement bid successfully shown in the last three days.
In the above technical solution, the advertisement request without history data includes both media of a new access system and media of no bid record in the last three days. The system classifies each media with the latest successful bid in the same category of ad request as the criteria. The similar advertisement requests refer to the advertisement requests with the same media classification and the similar advertisement positions. The technical scheme is compatible with new media and references according to the same media data, so that the method has better reference value, can successfully display advertisement bid data three days later, and is favorable for the accuracy of the data.
As an improvement of the scheme, for the advertisement promotion with the conversion purpose, the bidding module selects a plurality of advertisement requests from front to back; for advertisement promotion with the aim of showing, the bidding module selects a plurality of advertisement requests from back to front.
In the technical scheme, the real bidding situation in the field of internet advertisement is considered, and the advertisement slots with higher click rate or conversion rate usually have more advertisement bids, so that the advertisement promotion converted into the purpose preferentially bids the advertisement request with higher price, and the advertisement promotion displayed as the purpose preferentially bids the advertisement request with lower price, so as to obtain more display opportunities. According to the scheme, the advertisement bids on different advertisement requests according to the promotion purposes of different advertisers, so that the advertisement promotion better meets the purpose of the advertisers, the pertinence of the advertisement promotion is improved, and the refinement level is improved.
As an improvement of the scheme, the sorting module sorts the advertisement requests according to the relevance of the advertisement requests to the advertisements.
In the technical scheme, the ordering is performed according to the relevancy between the advertisement request and the advertisement, so that the target client can be positioned more accurately, and the accurate popularization is realized.
As an improvement of the above scheme, the relevance can be the relevance of the content of the media and the advertisement, and also can be the historical performance of the same type of advertisement in the media.
In the technical scheme, two main relevance degrees are given, and selection can be performed according to different systems. The two relevance calculation methods are different, but the accuracy of advertisement promotion and positioning can be improved, and the promotion of the advertisement effect is facilitated.
Correspondingly, the invention also provides an advertisement putting method for automatically selecting the platform according to the target of the advertiser, which comprises the following steps.
A. The setting module is used for setting advertising promotion purposes, bids and user orientations; wherein the promotion purpose comprises transformation and display.
B. And screening out optional advertisement requests from all effective advertisement requests according to the user orientation by using the orientation module.
C. And screening the selectable advertisement requests by using the screening module according to the bids of the advertisements.
D. And using the sorting module to sort the advertising requests from high to low according to the advertising bids successfully displayed in the last three days.
E. And selecting a plurality of advertisement requests ranked in front or behind for bidding by using the bidding module according to the advertisement promotion purpose and the sequencing of the advertisement requests capable of being released.
F. Recording the advertisement request, the bid price, the time and whether the advertisement request, the bid price and the time are successful by using the recording module; if the bidding is successful, the subsequent conversion result is also required to be recorded.
As an improvement of the scheme, the advertisement putting method for automatically selecting the platform according to the purpose of the advertiser comprises the following steps.
A. The setting module is used for setting advertising promotion purposes, bids and user orientations; wherein the promotion purpose comprises transformation and display.
B. And screening out optional advertisement requests from all effective advertisement requests according to the user orientation by using the orientation module.
C. And screening the selectable advertisement requests by using the screening module according to the bids of the advertisements.
D. The ranking module described above is used to rank the relevancy of ad requests to ads.
E. And selecting a plurality of advertisement requests ranked in front or behind for bidding by using the bidding module according to the advertisement promotion purpose and the sequencing of the advertisement requests capable of being released.
F. Recording the advertisement request, the bid price, the time and whether the advertisement request, the bid price and the time are successful by using the recording module; if the bidding is successful, the subsequent conversion result is also required to be recorded.
The implementation of the invention has the following beneficial effects:
the invention selects the advertisement request according to the promotion purpose of the advertiser, greatly improves the pertinence of advertisement display and improves the refinement degree of advertisement promotion. The invention carries out multi-stage screening on the advertisement request, and the obtained bid success rate of the advertisement request is higher. The invention can automatically select the advertisement request, reduce the workload of the advertiser when the advertiser is oriented and improve the configuration efficiency of the advertiser. The invention can process the advertisement requests in batch, so that the processing efficiency of the advertisement requests is higher.
Drawings
Fig. 1 is a schematic structural diagram of an advertisement delivery system of an automatic selection platform according to an advertiser goal according to a first embodiment of the present invention.
Fig. 2 is a flowchart of a first embodiment of an advertisement delivery method for automatically selecting a platform according to an advertiser objective according to the present invention.
Fig. 3 is a flowchart of a second embodiment of an advertisement delivery method for automatically selecting a platform according to an advertiser objective according to the present invention.
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 the present invention, an "advertiser" refers to a person who needs to promote an advertisement and use the system. "user" refers to the audience of the internet advertisement, and is also a potential user for advertisement promotion.
In a first embodiment of the present invention, as shown in fig. 1, an advertisement delivery system for automatically selecting a platform according to an advertiser's purpose is provided, which includes a setup module 100, a targeting module 200, a filtering module 300, a ranking module 400, a bidding module 500, and a recording module 600.
Specifically, when an advertiser logs into the system, the advertisement promotion purpose, bid price, advertisement category, user targeting, advertisement material, and landing page are set in the setting module 100. Promotional purposes include transformation and display. The bid is made in renminbi or dollar, or alternatively, currency such as euro, japanese, korean, etc. may be selected, but the settlement is made only in renminbi or dollar. The bid is accurate to two decimal places. The advertisement categories include 16 categories of audio-visual entertainment, utilities, social communication, education, news reading, shooting beautification, food, travel navigation, travel accommodation, shopping price comparison, business, children, financial, sports, convenient life, automobiles, etc., and are the same as the categories of media so as to match the same type of advertisements and media. The user orientation may specify individual and general characteristics of the user. Individual characteristics include gender, age, language used, etc. General characteristics include geographic location, IP address, network media, etc. The advertisement material includes video and picture forms. The landing page is the position to be jumped to, and can be a website or a download address. The advertiser may or may not configure landing pages. Under the condition that the advertiser is not provided with the landing page, if the user clicks the advertisement, the advertisement material is displayed in a full screen mode.
After the advertiser configuration is completed, the system will process the advertisement request according to the advertiser's configuration. When the system receives an advertisement bid request, the targeting module 200 screens out alternative advertisement requests from all available advertisement requests based on user targeting. The alternative advertisement request is a valid advertisement request that meets the user targeting criteria. The optional ad request is a collection of ads for promotion by conventional ad promotion systems. The targeting module 200 batches ad requests and can process ad requests that arrive within 0.1 s.
The screening module 300 screens the selectable advertisement requests for a deliverable advertisement request according to the bid of the advertisement. The screening module 300 compares the bid price of the comparison advertisement with the bid price of the advertisement successfully displayed in the last three days, and rejects the advertisement request exceeding the bid price of the advertisement by a certain proportion, thereby forming the advertisement request capable of being released. Typically, the ratio is a fixed value, such as 20% or 30%. The screening module 300 filters the advertisement requests with very low bid success rates, greatly improving the advertisement bid success rate, and simultaneously enabling competitive advertisements to bid on corresponding advertisement requests, thereby improving the overall efficiency of the advertisement requests.
The ranking module 400 ranks the requests for impressions according to bid for ads that were successfully presented on the last three days from high to low. When the ranking module ranks the advertising bids, if the bids are different currencies, the currencies need to be converted into the same currency and then are compared uniformly. Currency is typically converted to U.S. dollars or RMB. If there are multiple successful bids on the last three days, the advertisement bid successfully presented on the last three days refers to the bid when the successful bid was last from the current time. For an advertisement request which is not successfully shown in the last three days but has a bid record, the ranking module takes the highest price in the bid record for the advertisement slot as an advertisement bid which is successfully shown in the last three days. For the advertisement requests without historical data, the latest successful bidding bid of the same type of advertisement requests is taken as the advertisement bid successfully shown in the last three days. If there are A, B, C three ad requests with successful bid prices of 1.21 yuan, 1.01 yuan and 1.32 yuan for the last three days, the rank of the three ad requests is C, A, B.
The ranking module 400 may rank by relevance of ad requests to ads in addition to ranking according to the functionality described above. The relevance can be the relevance of the content of the media and the advertisement, and also can be the historical performance of the same type of advertisement in the media. The ranking module 400 takes into account the classification of the media and the advertisements when ranking by the relevance of the content of the media and the advertisements. When the advertisement has only one category, the media advertisement requests having the same category are ranked first, the advertisement requests for media of different categories are ranked next, and if there are multiple categories for the media, the advertisement requests containing media of the same category are ranked after the advertisement requests for media of the same category only, but before the advertisement requests for media of the same category not. When there are multiple categories for an ad, ad requests for media having exactly the same category as the ad are ranked first, ad requests for media having a portion of the same category are ranked second, and ad requests for media not having the same category are ranked last. For ad requests for media of a portion of the same category, ad requests having more media of the same category precede ad requests having less media of the same category. For example, the advertisement is classified as social communication, education, and children, while media a is classified as social communication, education, media B is classified as education, audio-visual entertainment, and media C is classified as social communication, education, and children, and the three media are ranked as C, a, and B.
The ranking module 400 ranks the historical performance of the same type of ad in the media delivery by an average of historical delivery data for the same type of ad in the last month. If the advertisement has a category, then the average of the historical performance of the advertisement under that category is referenced. If the advertisement has multiple classifications, then taking the average value of the historical delivery data of the advertisement with the same multiple classifications as a reference; if the historical delivery data of a plurality of completely same classified advertisements does not exist, reducing the last classification, and then performing historical delivery data calculation by using the reduced classification; if the classification is not reduced by one, the classification is continuously reduced until the historical delivery data is obtained.
The ranking module 400 may also rank by different relevance crossings. When the sorting module 400 sorts according to the relevance between the content of the media and the advertisement, the requests for advertisement of the media of the same category are sorted according to the historical performance of advertisement delivery in the media. When the media serving in the media is ranked according to the historical performance of the same type of advertisement, the ranking module 400 ranks the media with the same historical performance according to the classification condition, and ranks the media with the same classification more in the front position.
The bid module 500 selects a number of advertisement requests ranked in front or behind for bid according to the advertisement promotion objectives and the ordering of the advertisement requests that can be placed. For advertising promotion with conversion goals, the bid module 500 selects several ad requests from front to back. Since the price of an ad spot for each medium is generally bid by a plurality of ads, the price of a main ad spot for a mainstream medium is generally higher than the price of a non-mainstream medium, a non-main ad spot. Thus, higher bidding slots generally have higher conversion rates, and the ads of the competitive slots meet the conversion objectives of the advertiser. For display-targeted advertising promotion, the bid module 500 selects a number of advertising requests from back to front. Advertisers need to get the maximum number of displays with equal cost consumption. The bidding competition of non-main stream media and non-main advertising spots is not fierce, and the display opportunity can be obtained with lower bidding, thereby better achieving the aim of the advertiser.
The bid module 500 may select a fixed quantity at all times, with bids as criteria in selecting a quantity of advertisement requests. When the bidding module 500 takes bids as a standard, the bidding module 500 bids whenever the historical price of the advertisement request is within a pre-specified range to maximize the presentation opportunity. The pre-specified range is the range for which the advertiser-specified bid will qualify, and is typically no higher than a certain percentage of the advertiser-specified bid. When the bidding module 500 bids with a fixed number of advertisements, for the same batch of advertisements, the fixed number of advertisements are selected for bidding according to the sorting of the sorting module 400, so as to realize the controllability of the advertisement display frequency. The fixed number is not a fixed constant value but a value that is specified by the system but that varies according to time. The advertiser can specify the advertisement display times within a period of time, the system can automatically refine the time range and realize the dynamic controllability of the advertisement display times by combining the change of the advertisement request times. The number of advertisement impressions is fixed within a user-specified time frame, while the number of bids is variable and is dynamically adjusted by the system in a smaller time frame depending on whether the bids were successful, but is determined within the smaller time frame. For example, the advertiser specifies 14: 00-15: and when the 00 display times are 360000, the system refines the time range to 6000 display times per minute, then refines the time range to 100 display times per second, and determines the bid times of 200 according to the advertisement historical bid success rate of 0.5, namely, bids on 200 advertisement requests per second. And adjusting the advertisement bidding times of the last 5 seconds according to the successful display times in the last 5 seconds of the exhaustion of 1 minute.
The recording module 600 records the advertisement request, bid, time, and success. The recording module 600 records data of the last year, including advertisement request information, bid information, and subsequent conversion results. The advertisement request information includes advertisement request media, request time, and advertisement space. The bidding information comprises bidding time and price. The subsequent conversion result comprises click, click time, download time, installation time and the like. And if the default data of the subsequent conversion result is negative, changing the corresponding data into the received data only when the corresponding feedback is received.
Accordingly, as shown in fig. 2, an advertisement delivery method for automatically selecting a platform according to an advertiser goal is provided, which is characterized by comprising the following steps.
S1, using the setting module to set the advertising promotion purpose, bid and user orientation; wherein the promotion purpose comprises transformation and display.
In this step, the main requirements of the advertising campaign are set by the advertiser to better fulfill the user's requirements in subsequent steps. This step is also the only step to dock to the advertiser.
S2, screening out selectable advertisement requests from all effective advertisement requests according to the user orientation by using the orientation module.
In this step, the screening of the advertisement requests is implemented so that all advertisement requests conform to the user targeting information set in the previous step.
And S3, screening the advertisement releasing requests from the selectable advertisement requests by using the screening module according to the bids of the advertisements.
In this step, the advertisement requests screened in the previous step are further screened to obtain advertisement requests with a higher bid success rate. In this step, the advertisement requests with advertisement bids successfully displayed on three days, namely, too high and too low days, are removed. The price range is automatically set in a certain proportion with the bid price set by the advertiser. The advertisement bidding success rate is greatly reduced due to the excessively high advertisement bidding successfully displayed in the last three days, and the excessively low advertisement bidding successfully displayed in the last three days indicates that the website quality is too poor and the advertisement effect is difficult to guarantee.
And S4, sequencing the advertising requests capable of being launched from high to low according to the advertising bids successfully displayed in the last three days by using the sequencing module.
In this step, the advertisement requests are sorted, facilitating the selection and bidding of the advertisement requests in the subsequent steps.
And S5, selecting a plurality of advertisement requests ranked at the front or the back for bidding according to the advertisement promotion purpose and the ranking of the advertisement requests capable of being put by using the bidding module.
In this step, when the advertising promotion purpose is conversion, a plurality of advertisement requests which are ranked at the top are selected for bidding. Unlike the diversification of settlement modes such as CPM and CPC, the advertising owner generally aims to convert and display when popularizing on the Internet. When an advertiser wants to click, download or consume after an end user views an advertisement, the promotion goal of such an advertiser is conversion. When an advertiser wishes to communicate information about an activity or brand to an end user, thereby enhancing the end user's brand awareness without requiring the end user to react immediately, the goal is to display, such as an artwork exhibition, an educational equipment exhibition, a congratulatory first home in a company through a certain certificate, and the like.
When the advertiser sets the advertisement promotion purpose as conversion, the advertiser needs to convert the advertisement into actual click or download of the user as much as possible, and the advertisement is also the most important promotion purpose of the advertiser in the internet advertisement, so that the advertisement positions with higher conversion rate usually have higher medium bid price, and the advertisement positions are selected from the front in the sequence, so that the selected advertisement request can better meet the expectation of the advertiser. And when the advertisement promotion purpose is display, a plurality of ranked advertisement requests are selected for bidding. When an advertiser is set to show, the advertiser needs to show as many advertisements as possible to more people, and thus a larger amount of show is needed by the advertiser. The current bid that the advertiser typically sets is lower and it is desirable to obtain as many presentation opportunities as possible, while the next several ad requests in the sequence are more in line with the advertiser's needs.
S6, recording the advertisement request, the bid price, the time and whether the advertisement request, the bid price, the time and the success are recorded by using the recording module; if the bidding is successful, the subsequent conversion result is also required to be recorded.
In this step, the advertisement request, bid price, time, conversion, etc. in the previous step are recorded, and support is provided for obtaining the historical data corresponding to the advertisement request in the previous step. The data can be updated in real time in the step, so that the real-time performance of the data acquired in the step is better.
Accordingly, as shown in fig. 3, another advertisement delivery method for automatically selecting a platform according to the purpose of an advertiser is provided, which is characterized by comprising the following steps.
S1, using the setting module to set the advertising promotion purpose, bid and user orientation; wherein the promotion purpose comprises transformation and display.
S2, screening out selectable advertisement requests from all effective advertisement requests according to the user orientation by using the orientation module.
And S3, screening the advertisement releasing requests from the selectable advertisement requests by using the screening module according to the bids of the advertisements.
In this step, advertisement requests with advertisement bids that are too high and too low to be successfully displayed on nearly three days are rejected. Unlike the previous embodiment, in this step, the price ranges are still selected in respective proportions upward and downward according to the bids set by the advertisers, but when the promotion purpose of the advertisers is conversion and display, the proportions of the two are different, and the maximum price in display is lower than the maximum price in conversion. For example, the bid price set by the advertiser is 1, when the promotion purpose is conversion, the bid price range is 0.3-1, 2, and when the promotion purpose is display, the bid price range is 0.5-1.1.
And S4, sequencing the correlation degree of the advertisement request and the advertisement by using the sequencing module.
In this step, the relevance between the advertisement and the media content can be improved by sorting according to the relevance, which is beneficial to improving the advertisement effect. The step is carried out after the previous step, so that the calculation amount of the step can be reduced, the resource consumption is reduced, and the effect is improved.
And S5, selecting a plurality of advertisement requests ranked at the front or the back for bidding according to the advertisement promotion purpose and the ranking of the advertisement requests capable of being put by using the bidding module.
In this step, when step S4 ranks from high to low, this step selects several advertisement requests ranked top for bidding. When step S4 ranks from low to high, this step selects several ranked advertisement requests to bid. In the step, a plurality of advertisements with the highest relevancy are selected all the time to bid.
S6, recording the advertisement request, the bid price, the time and whether the advertisement request, the bid price, the time and the success are recorded by using the recording module; if the bidding is successful, the subsequent conversion result is also required to be recorded.
While, for purposes of simplicity of explanation, the foregoing method embodiments have been described as a series of acts or combination of acts, it will be appreciated by those skilled in the art that the present invention is not limited by the illustrated ordering of acts, as some steps may occur in other orders or concurrently with other steps in accordance with the invention. Further, those skilled in the art should also appreciate that the embodiments described in the specification are preferred embodiments and that the acts and modules referred to are not necessarily required by the invention.
It should be noted that, in the present specification, the embodiments are all described in a progressive manner, each embodiment focuses on differences from other embodiments, and the same and similar parts among the embodiments may be referred to each other. For the device-like embodiment, since it is basically 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.
In the several embodiments provided in the present application, it should be understood that the disclosed system and method may be implemented in other ways. For example, a module or sub-module may be divided into only one logical function, and an actual implementation may have another division, for example, multiple sub-modules or modules may be combined or integrated into another module, or some features may be omitted, or not executed. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection through some interfaces, devices or modules, and may be in an electrical, mechanical or other form.
The modules or sub-modules described as separate parts may or may not be physically separate, and parts that are modules or sub-modules may or may not be physical modules or sub-modules, may be located in one place, or may be distributed over a plurality of network modules or sub-modules. Some or all of the modules or sub-modules can be selected according to actual needs to achieve the purpose of the solution of the present embodiment.
In addition, each functional module or sub-module in the embodiments of the present application may be integrated into one processing module, or each module or sub-module may exist alone physically, or two or more modules or sub-modules may be integrated into one module. The integrated modules or sub-modules may be implemented in the form of hardware, or may be implemented in the form of software functional modules or sub-modules.
Finally, it should also be noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus.
The previous description of the disclosed embodiments is provided to enable any person skilled in the art to make or use the present invention. Various modifications to these embodiments will be readily apparent to those skilled in the art, and the generic principles defined herein may be applied to other embodiments without departing from the spirit or scope of the invention. Thus, the present invention is not intended to be limited to the embodiments shown herein but is to be accorded the widest scope consistent with the principles and novel features disclosed herein.
The foregoing is only a preferred embodiment of the present invention, and it should be noted that, for those skilled in the art, various modifications and decorations can be made without departing from the principle of the present invention, and these modifications and decorations should also be regarded as the protection scope of the present invention.
Claims (10)
1. An advertisement delivery system for automatically selecting a platform according to an advertiser goal, characterized in that: the system comprises a setting module, an orientation module, a screening module, a sorting module, a bidding module and a recording module;
the setting module is used for setting advertising promotion purposes, bids and user orientations; wherein the promotion purpose comprises transformation and display;
the orientation module is used for screening selectable advertisement requests from all effective advertisement requests according to the user orientation;
the screening module is used for screening advertisement releasing requests from the selectable advertisement requests according to the bids of the advertisements;
the ordering module is used for ordering the advertisement requests from high to low according to the advertisement bids successfully displayed in the last three days;
the bidding module is used for selecting a plurality of advertisement requests ranked in front or behind for bidding according to the advertisement promotion purpose and the sequencing of the advertisement requests capable of being launched;
the recording module is used for recording the advertisement request, the bid price, the time and whether the advertisement request, the bid price, the time and the success; if the bidding is successful, the subsequent conversion result is also required to be recorded.
2. The system of claim 1, wherein the bid module is configured to base bids upon a selection of a quantity of advertisement requests.
3. The advertisement delivery system of an automatic selection platform according to advertiser objectives according to claim 1, wherein the bid module always selects a fixed quantity when selecting the quantity of advertisement requests.
4. The system of claim 1, wherein the ranking module takes the highest price in the bid records for the ad slot as the bid for the ad that was successfully presented on the last three days for the ad request that was not successfully presented on the last three days but had a bid record.
5. The advertisement delivery system of claim 1, wherein for an advertisement request without historical data, the advertisement bid for the successful bid of the latest bid of the similar advertisement request is taken as the advertisement bid for the successful exhibition in the last three days.
6. The advertisement delivery system of an automatic selection platform according to advertiser objectives according to claim 1, wherein the bidding module selects several advertisement requests from front to back for advertisement promotion with conversion purpose;
for advertisement promotion with the aim of showing, the bidding module selects a plurality of advertisement requests from back to front.
7. The system of claim 1, wherein the ranking module ranks ads by relevance of ad requests to ads.
8. The advertisement delivery system for an automatic selection platform based on advertiser objectives according to claim 7, wherein the relevance can be the relevance of the content of the media and the advertisement, or the historical performance of the same kind of advertisement in the media delivery.
9. An advertisement delivery method for automatically selecting a platform according to an advertiser objective, comprising:
A. setting advertising promotion objectives, bids and user targeting using the setup module of any of claims 1-6; wherein the promotion purpose comprises transformation and display;
B. selecting from all available advertisement requests an alternative advertisement request based on the user targeting using a targeting module according to any of claims 1-6;
C. screening the selectable advertisement requests for a deliverable advertisement request from the selectable advertisement requests based on bids for the advertisement using the screening module of any of claims 1-6;
D. ranking the requests for placeable advertisements by using the ranking module of any of claims 1-6 from high to low according to advertising bids successfully presented on the last three days;
E. selecting a plurality of advertisement requests which are ranked at the front or the back for bidding according to the advertisement promotion purpose and the ordering of the advertising requests which can be put by using the bidding module according to any one of claims 1 to 6;
F. recording advertisement requests, bids, times and success or failure using the recording module of any of claims 1-6; if the bidding is successful, the subsequent conversion result is also required to be recorded.
10. The method of claim 9 for advertisement delivery with automatic platform selection based on advertiser objectives, comprising:
A. using the setup module of any of claims 7-8 to set advertising promotional goals, bids, and user targeting; wherein the promotion purpose comprises transformation and display;
B. -selecting from all available advertisement requests, selectable advertisement requests according to the user targeting using a targeting module according to any of claims 7-8;
C. screening the selectable advertisement requests for a deliverable advertisement request from the selectable advertisement requests based on bids for the advertisement using the screening module of any of claims 7-8;
D. ranking the relevance of ad requests to ads using a ranking module according to any of claims 7-8;
E. selecting a plurality of advertisement requests which are ranked at the top or the bottom for bidding according to the advertisement promotion purpose and the ordering of the advertisement requests which can be put by using the bidding module according to any one of claims 7 to 8;
F. recording advertisement requests, bids, times and success or failure using the recording module of any of claims 7-8; if the bidding is successful, the subsequent conversion result is also required to be recorded.
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