CN113988933A - Advertisement putting method, device, equipment and medium - Google Patents
Advertisement putting method, device, equipment and medium Download PDFInfo
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Abstract
The invention relates to the field of artificial intelligence, and discloses an advertisement putting method, which comprises the following steps: the method comprises the steps of obtaining daily order value and daily conversion value of each target advertisement delivery channel, obtaining expected advertisement total day value and expected advertisement total cost value, determining a plurality of alternative delivery schemes according to the expected advertisement total day value, the expected advertisement total cost value and the daily unit price value of each target advertisement delivery channel, calculating the total conversion value corresponding to each alternative delivery scheme according to the daily conversion value of each target advertisement delivery channel, determining the alternative delivery scheme with the maximum corresponding total conversion value as the target delivery scheme, and finally delivering advertisements according to the target delivery scheme. Therefore, the method and the system can intelligently plan the advertisement delivery according to the daily order value and the daily conversion value of the advertisement delivery channel, the expected advertisement total daily value and the expected advertisement total cost value, realize the intelligent planning function of the advertisement delivery and improve the intelligent degree of the advertisement delivery.
Description
Technical Field
The present invention relates to the field of artificial intelligence, and in particular, to an advertisement delivery method, an advertisement delivery apparatus, a computer device, and a storage medium.
Background
Advertisement putting is a common marketing promotion mode, and with the development of computer technology, advertisement putting systems (such as hundredth advertising householders, *** advertisement management systems, kojie AFP advertisement management systems and the like) are widely applied to actual advertisement putting work, so that great convenience is provided for the development of the advertisement putting work. However, most of the existing advertisement delivery systems only support a simple advertisement delivery function, and users usually need to complete the design of their own advertisement delivery schemes in advance, and then set a delivery channel, a delivery time, a delivery mode, and the like of advertisement delivery in the advertisement delivery system according to the designed advertisement delivery schemes in advance, and finally the advertisement delivery system can deliver advertisements according to the set delivery channel, delivery time, delivery mode, and the like of advertisement delivery, thereby implementing the advertisement delivery schemes. Therefore, the current advertisement putting method lacks an intelligent planning function for advertisement putting, and the intelligent degree of advertisement putting still has a space for further improvement.
Disclosure of Invention
The invention aims to solve the technical problems that the existing advertisement putting method lacks an intelligent planning function for advertisement putting and the intelligent degree of advertisement putting is low.
In order to solve the above technical problem, a first aspect of the present invention discloses an advertisement delivery method, including:
the method comprises the steps that an advertisement putting system obtains a daily unit price value and a daily conversion value of each target advertisement putting channel, wherein the daily unit price value of the target advertisement putting channel is used for representing the cost consumed by putting a day of advertisement in the target advertisement putting channel, and the daily conversion value of the target advertisement putting channel is used for representing the number of customers capable of converting when the day of advertisement is put in the target advertisement putting channel;
the advertisement putting system obtains an expected advertisement total day value and an expected advertisement total expense value, wherein the expected advertisement total day value is used for representing the total days for which the advertisement is expected to be put, and the expected advertisement total expense value is used for representing the total expense for advertisement putting;
the advertisement delivery system determines a plurality of alternative delivery schemes according to the expected advertisement total day value, the expected advertisement total cost value and the daily order value of each target advertisement delivery channel, wherein each alternative delivery scheme comprises advertisement delivery days allocated to each target advertisement delivery channel;
the advertisement delivery system calculates a total conversion value corresponding to each alternative delivery scheme according to the daily conversion value of each target advertisement delivery channel;
the advertisement putting system determines the alternative putting scheme with the maximum total conversion value as a target putting scheme;
and the advertisement delivery system delivers the advertisements according to the target delivery scheme.
The second aspect of the present invention discloses an advertisement delivery device, which comprises:
the system comprises an acquisition module, a storage module and a display module, wherein the acquisition module is used for acquiring daily unit price value and daily conversion value of each target advertisement delivery channel, the daily unit price value of the target advertisement delivery channel is used for representing the cost required to be consumed by delivering a day of advertisement in the target advertisement delivery channel, and the daily conversion value of the target advertisement delivery channel is used for representing the number of customers capable of converting the day of advertisement delivered in the target advertisement delivery channel;
the obtaining module is further configured to obtain a total expected advertisement day value and a total expected advertisement fee value, where the total expected advertisement day value is used to represent a total number of days for which an advertisement is expected to be delivered, and the total expected advertisement fee value is used to represent a total fee for advertisement delivery;
a determining module, configured to determine a plurality of alternative delivery schemes according to the expected total advertisement day value, the expected total advertisement cost value, and the daily order value of each target advertisement delivery channel, where each alternative delivery scheme includes advertisement delivery days allocated to each target advertisement delivery channel;
the calculation module is used for calculating a total conversion value corresponding to each alternative delivery scheme according to the daily conversion value of each target advertisement delivery channel;
the determining module is further configured to determine the alternative delivery scheme with the maximum corresponding total conversion value as a target delivery scheme;
and the delivery module is used for delivering the advertisements according to the target delivery scheme.
A third aspect of the present invention discloses a computer apparatus, comprising:
a memory storing executable program code;
a processor coupled to the memory;
the processor calls the executable program code stored in the memory to execute part or all of the steps of the advertisement delivery method disclosed by the first aspect of the present invention.
A fourth aspect of the present invention discloses a computer storage medium, which stores computer instructions for performing some or all of the steps of the advertisement delivery method disclosed in the first aspect of the present invention when the computer instructions are called.
In the embodiment of the invention, the daily order value and the daily conversion value of each target advertisement delivery channel are obtained, the expected total advertisement day value and the expected total advertisement expense value are obtained, a plurality of alternative delivery schemes are determined according to the expected total advertisement day value, the expected total advertisement expense value and the daily unit price value of each target advertisement delivery channel, the total conversion value corresponding to each alternative delivery scheme is calculated according to the daily conversion value of each target advertisement delivery channel, the alternative delivery scheme with the maximum corresponding total conversion value is determined as the target delivery scheme, and finally the preset advertisement delivery system is triggered to deliver the advertisement according to the target delivery scheme, so that the intelligent planning of advertisement delivery can be carried out according to the daily order value and the daily conversion value of the advertisement delivery channel, the expected total advertisement day value and the expected total advertisement expense value, the target delivery scheme with the maximum total conversion value is automatically planned, and the advertisement delivery system is triggered to deliver the advertisements according to the target delivery scheme, so that the intelligent planning function of advertisement delivery can be realized, and the intelligent degree of advertisement delivery is improved.
Drawings
In order to more clearly illustrate the technical solutions in the embodiments of the present invention, the drawings needed to be used in the description of the embodiments will be briefly introduced below, and it is obvious that the drawings in the following description are only some embodiments of the present invention, and it is obvious for those skilled in the art to obtain other drawings based on these drawings without creative efforts.
Fig. 1 is a schematic flow chart of an advertisement delivery method according to an embodiment of the present invention;
fig. 2 is a schematic structural diagram of an advertisement delivery device disclosed in the embodiment of the present invention;
FIG. 3 is a schematic structural diagram of a computer device according to an embodiment of the present invention;
fig. 4 is a schematic structural diagram of a computer storage medium according to an embodiment of the present invention.
Detailed Description
In order to make the technical solutions of the present invention better understood, the technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, 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 invention.
The terms "first," "second," and the like in the description and claims of the present invention and in the above-described drawings are used for distinguishing between different objects and not for describing a particular order. Furthermore, the terms "include" and "have," as well as any variations thereof, are intended to cover non-exclusive inclusions. For example, a process, method, apparatus, article, or article that comprises a list of steps or elements is not limited to only those steps or elements listed, but may alternatively include other steps or elements not listed, or inherent to such process, method, article, or article.
Reference herein to "an embodiment" means that a particular feature, structure, or characteristic described in connection with the embodiment can be included in at least one embodiment of the invention. The appearances of the phrase in various places in the specification are not necessarily all referring to the same embodiment, nor are separate or alternative embodiments mutually exclusive of other embodiments. It is explicitly and implicitly understood by one skilled in the art that the embodiments described herein can be combined with other embodiments.
The embodiment of the application can acquire and process related data based on an artificial intelligence technology. Among them, Artificial Intelligence (AI) is a theory, method, technique and application system that simulates, extends and expands human Intelligence using a digital computer or a machine controlled by a digital computer, senses the environment, acquires knowledge and uses the knowledge to obtain the best result.
The artificial intelligence infrastructure generally includes technologies such as sensors, dedicated artificial intelligence chips, cloud computing, distributed storage, big data processing technologies, operation/interaction systems, mechatronics, and the like. The artificial intelligence software technology mainly comprises a computer vision technology, a robot technology, a biological recognition technology, a voice processing technology, a natural language processing technology, machine learning/deep learning and the like.
The invention discloses an advertisement delivery method, an advertisement delivery device, computer equipment and a storage medium, wherein daily order value and daily conversion value of each target advertisement delivery channel are obtained, an expected advertisement total day value and an expected advertisement total cost value are obtained, a plurality of alternative delivery schemes are determined according to the expected advertisement total day value, the expected advertisement total cost value and the daily unit price value of each target advertisement delivery channel, the total conversion value corresponding to each alternative delivery scheme is calculated according to the daily conversion value of each target advertisement delivery channel, the alternative delivery scheme with the maximum corresponding total conversion value is determined as the target delivery scheme, and finally a preset advertisement delivery system is triggered to deliver advertisements according to the target delivery scheme, so that the advertisement delivery can be intelligently planned according to the daily order value and the daily conversion value of the advertisement delivery channel, the expected advertisement total day value and the expected advertisement total cost value, the target delivery scheme with the maximum total conversion value is planned automatically, and the advertisement delivery system is triggered to deliver the advertisements according to the target delivery scheme, so that the intelligent planning function of advertisement delivery can be realized, and the intelligent degree of advertisement delivery is improved. The following are detailed below.
Example one
Referring to fig. 1, fig. 1 is a schematic flow chart of an advertisement delivery method according to an embodiment of the present invention. As shown in fig. 1, the advertisement delivery method may include the following operations:
101. the advertisement delivery system acquires a daily unit price value and a daily conversion value of each target advertisement delivery channel, wherein the daily unit price value of the target advertisement delivery channel is used for representing the cost consumed by delivering the advertisement in one day in the target advertisement delivery channel, and the daily conversion value of the target advertisement delivery channel is used for representing the number of customers capable of converting delivering the advertisement in one day in the target advertisement delivery channel.
In step 101, the advertisement delivery system may be a hundredth advertiser, a *** advertisement management system, a kojie AFP advertisement management system, or the like, or may be a system obtained by performing secondary development on the basis of these systems. In an advertisement delivery system, information of each advertisement delivery channel is usually counted, and a daily order value and a daily conversion value of the advertisement delivery channel can be obtained by querying the counted information, wherein the information of each advertisement delivery channel can be shown in the following table:
optionally, different advertisement delivery channels may correspond to different customer attribute information (e.g., age, gender, region, etc. of the customer), and the user may set the attribute information of the demand customer according to actual needs, and then take the advertisement delivery channel in which the corresponding customer attribute information and the attribute information of the demand customer are matched as a target advertisement delivery channel.
102. The advertisement delivery system obtains an expected total advertisement day value representing a total number of days for which an advertisement is desired to be delivered and an expected total advertisement cost value representing a total cost for advertisement delivery.
In the step 102, the user may set the total expected advertisement day value and the total expected advertisement cost value according to the requirement of the user to place the advertisement, for example, if the user needs to place the advertisement for 5 days and the advertisement budget is 3 ten thousand yuan, the total expected advertisement day value and the total expected advertisement cost value may be set to 5 and 30000, respectively. According to the principle of advertisement putting, the advertisement putting is guaranteed to be carried out every day in the whole advertisement putting period, and the total advertisement cost cannot exceed the advertisement budget.
103. And the advertisement delivery system determines a plurality of alternative delivery schemes according to the expected advertisement total day value, the expected advertisement total cost value and the daily order value of each target advertisement delivery channel, wherein each alternative delivery scheme comprises advertisement delivery days allocated for each target advertisement delivery channel.
In step 103, after the expected total advertisement day value, the expected total advertisement cost value, and the daily unit price value of each target advertisement delivery channel are determined, a plurality of alternative delivery schemes satisfying corresponding conditions (that is, the number of advertisement delivery days allocated to each target advertisement delivery channel is less than or equal to the expected total advertisement day value, the total number of advertisement delivery days allocated to each target advertisement delivery channel is greater than or equal to the expected total advertisement day value, and the total cost for delivering advertisements for each alternative delivery scheme is less than or equal to the expected total advertisement cost value) may be calculated, and a specific calculation process is described later in detail. For example, the determined alternative delivery schemes may be as follows:
the first alternative delivery scheme: 2 days of internet +1 day of television +5 days of newspaper,
second alternative delivery scheme: 1 day of internet +3 days of television +5 days of newspaper,
a third alternative delivery scheme: 1 day of the internet +4 days of television,
……
104. and the advertisement delivery system calculates a total conversion value corresponding to each alternative delivery scheme according to the daily conversion value of each target advertisement delivery channel.
After determining the plurality of alternative delivery schemes in step 104, the total conversion value of each alternative delivery scheme may be calculated, as in the above example, the total conversion value of the alternative delivery schemes may be as follows:
the first alternative delivery scheme: 2 x 250+1 x 90+5 x 20 ═ 690,
second alternative delivery scheme: 1 × 250+3 × 90+5 × 20 ═ 620,
a third alternative delivery scheme: 1 x 250+4 x 90-610,
……
105. and the advertisement putting system determines the alternative putting scheme with the maximum corresponding total conversion value as a target putting scheme.
In step 105, as in the above example, the total conversion value of the first alternative delivery scheme is the largest, so the first alternative delivery scheme is determined as the target delivery scheme, i.e. 2 days internet +1 day tv +5 days newspaper.
106. And the advertisement delivery system delivers the advertisements according to the target delivery scheme.
In step 106, after the target advertisement delivery scheme is determined, the advertisement delivery system may be controlled to deliver the advertisement according to the target advertisement delivery scheme, in the above example, the advertisement delivery system delivers 2 days of advertisement in the internet channel, 1 day of advertisement in the television channel, and 5 days of advertisement in the newspaper channel.
It can be seen that, implementing the advertisement delivery method described in fig. 1, obtaining daily order value and daily conversion value of each target advertisement delivery channel, obtaining expected total advertisement day value and expected total advertisement cost value, determining a plurality of alternative delivery schemes according to the expected total advertisement day value, the expected total advertisement cost value and the daily unit price value of each target advertisement delivery channel, calculating a total conversion value corresponding to each alternative delivery scheme according to the daily conversion value of each target advertisement delivery channel, determining the alternative delivery scheme with the maximum corresponding total conversion value as the target delivery scheme, finally triggering the preset advertisement delivery system to deliver advertisements according to the target delivery scheme, thereby intelligently planning advertisement delivery according to the daily order value and daily conversion value of the advertisement delivery channel, the expected total advertisement day value and the expected total advertisement cost value, and automatically planning the target delivery scheme with the maximum total conversion value, and the advertisement delivery system is triggered to deliver the advertisements according to the target delivery scheme, so that the intelligent planning function of advertisement delivery can be realized, and the intelligent degree of advertisement delivery is improved.
In an optional embodiment, the advertisement delivery system determines a plurality of alternative delivery schemes according to the expected total advertisement day value, the expected total advertisement cost value and the daily order value of each of the targeted advertisement delivery channels, including:
the advertisement delivery system solves a target equation set, wherein the target equation set is as follows:
xi≤β，i＝1,2,3…n；
wherein x isiIs the number of advertisement delivery days, a, allocated for the ith target advertisement delivery channeliIs the daily value of the ith target advertisement delivery channel, alpha is the total cost value of the expected advertisements, beta is the total days value of the expected advertisements, and n is the number of the target advertisement delivery channels;
and the advertisement delivery system determines a plurality of alternative delivery schemes according to the solution of the objective equation set, wherein the solution of the objective equation set corresponds to one alternative delivery scheme.
In this alternative embodiment, the objective system of equations may be solved by invoking a solve system of equations function in pre-defined mathematical software (e.g., matlab). In the target equation set, one equation corresponds to one constraint, e.g.,
corresponding to the limiting conditions (the total cost of putting the advertisement by each alternative putting scheme is less than or equal to the expected total cost value of the advertisement),
x is corresponding to the limiting condition (the sum of the advertisement putting days distributed by each target advertisement putting channel is more than or equal to the expected advertisement total day value)iBeta. corresponds to the constraint (each target is broad)The advertisement putting days distributed by the advertising channel are all less than or equal to the expected total advertisement day value). One solution obtained by the final solution represents an alternative delivery scheme, such as the first alternative delivery scheme described above: the newspaper of 2 days internet +1 day television +5 days has the corresponding solution: x is the number of1＝2，x2＝1，x3＝3……
Therefore, by implementing the optional embodiment, the objective equation set is set according to the expected total advertisement day value, the expected total advertisement cost value and the daily unit price value of each target advertisement delivery channel, then the objective equation set is solved, and finally each solution of the objective equation set is converted into the corresponding alternative delivery scheme, so that the multiple alternative delivery schemes can be determined according to the expected total advertisement day value, the expected total advertisement cost value and the daily unit price value of each target advertisement delivery channel.
In an optional embodiment, after the advertisement delivery system determines the alternative delivery scheme with the maximum total conversion value as the target delivery scheme, and before the advertisement delivery system delivers the advertisement according to the target delivery scheme, the method further includes:
the advertisement delivery system detects whether a delivery mode change instruction is received;
when the advertisement delivery system detects the delivery mode change instruction, determining a consumption priority delivery scheme according to the expected advertisement total day value, the expected advertisement total cost value and the daily order value of each target advertisement delivery channel;
the advertisement delivery system determines the consumption-priority delivery scheme as the target delivery scheme.
In this alternative embodiment, another advertisement placement mode (i.e., consumption priority mode) may also be provided to the user for selection when performing advertisement placement. In the consumption priority mode, the user will be prioritized to spend the budget fee. The process of determining the consumption-priority delivery scheme in the consumption-priority mode is described in detail later.
It can be seen that, by implementing the optional embodiment, after the target delivery scheme is determined, if a delivery mode change instruction is received, the target delivery scheme is modified to a consumption-priority delivery scheme, and then advertisement delivery is performed according to a new target delivery scheme, so that different advertisement delivery modes can be provided for a user to select, and the advertisement delivery method can better adapt to different application scenarios.
In an optional embodiment, the advertisement delivery system determines a consumption-priority delivery scheme according to the expected total advertisement day value, the expected total advertisement cost value and the daily order value of each of the targeted advertisement delivery channels, and includes:
the advertisement putting system determines each date in a preset advertisement putting period as a target date;
the advertisement delivery system determines a daily delivery scheme corresponding to the target date according to the daily order value of each target advertisement delivery channel, each target date and the total advertisement expense allowance value corresponding to the target date, wherein the total advertisement expense allowance value corresponding to the target date is determined based on the target date and the expected total advertisement expense value;
and the advertisement delivery system summarizes the daily delivery schemes corresponding to the target dates to form a consumption priority delivery scheme.
In this alternative embodiment, in the consumption priority mode, the daily impression schemes for each day of the advertisement impression period are calculated in order from the first day of the advertisement impression period. On the premise of ensuring that the total advertisement cost can support advertisement putting every day in an advertisement putting period, each day of the advertisement putting period consumes more advertisement cost as much as possible, a daily putting scheme for each day is formed (the determination process of the specific daily putting scheme is described later), and the daily putting schemes for each day are finally summarized, so that the final consumption priority putting scheme is obtained. It can be seen that the goal of consuming ad impressions in a priority impression scheme is to consume the advertising costs as quickly as possible. The total advertisement fee balance value of each day of the advertisement delivery period can be obtained by subtracting the advertisement fee consumed by all the daily delivery schemes before the day from the expected total advertisement fee, for example, the expected total advertisement fee is 30000 yuan, the advertisement fee consumed by the daily delivery scheme of the first day in the advertisement delivery period is 10000 yuan, the advertisement fee consumed by the daily delivery scheme of the second day is 5000 yuan, and the advertisement fee consumed by the daily delivery scheme of the third day is 2000 yuan, so that in the process of determining the daily delivery scheme, the total advertisement fee balance value of the first day is 30000 yuan, the total advertisement fee balance value of the second day is 20000 yuan, the total advertisement fee balance value of the third day is 15000 yuan, and the total advertisement fee balance value of the fourth day is 13000 yuan. The advertisement delivery period may be preset, for example, from day 23 to day 28 of 9 months is set as the advertisement delivery period.
Therefore, by implementing the optional embodiment, the daily delivery schemes of each day in the advertisement delivery cycle are sequentially determined according to the daily unit value of each target advertisement delivery channel, the target date and the advertisement total cost balance value corresponding to the target date, and finally the daily delivery schemes of each day are summarized to form the consumption priority delivery scheme, so that the consumption priority delivery scheme can be determined according to the expected advertisement total daily value, the expected advertisement total cost value and the daily unit price value of each target advertisement delivery channel.
In an optional embodiment, the advertisement delivery system determines, according to the daily order value of each target advertisement delivery channel, each target date and the total advertisement fee balance value corresponding to the target date, a daily delivery scheme corresponding to the target date, including:
the advertisement delivery system determines a daily delivery scheme corresponding to the target date according to the daily order value of each target advertisement delivery channel, each target date and the advertisement total expense allowance value corresponding to the target date in a linear programming mode, wherein,
the linear objective function in linear programming is represented as:
the linear constraint in linear programming is expressed as:
where z is the advertising cost of the daily delivery scenario for the target date, biIs the day order value, y, of the ith target advertisement delivery channeliThe advertisement delivery condition of the ith target advertisement delivery channel in the daily delivery scheme for representing the target date, eta is the total advertisement fee balance value corresponding to the target date, gamma is the number of days after the target date in the advertisement delivery period, bminIs the minimum value of the daily order values of all the targeted advertisement delivery channels, and n is the number of the targeted advertisement delivery channels.
In this optional embodiment, the daily release scheme corresponding to the target date may be determined by a preset formula in a linear programming manner. When determining the daily delivery scheme, the advertisement delivery method can be considered in two situations, one is that advertisements can be delivered in a plurality of advertisement delivery channels simultaneously in one day, and the other is that advertisements can be delivered in only one advertisement delivery channel in one day. The linear programming formula can be realized, and a daily delivery scheme corresponding to the target date is determined under the condition that advertisements can be delivered in a plurality of advertisement delivery channels simultaneously in one day. In the above formula, yiThe advertisement delivery situation of the ith target advertisement delivery channel in the daily delivery scheme for representing the target date when yiWhen the target date is 1, namely the ith target advertisement delivery channel in the daily delivery scheme of the target date will deliver advertisements, when yiWhen the target date is 0, the ith target advertisement delivery channel in the daily delivery scheme of the target date will not deliver the advertisement. For example, in the above example, the determined daily delivery schedule of the first day is tv + broadcast + newspaper + periodical + internet + mobile phone + direct mail, and the consumption cost is 5000+3000+1000+2000+10000+1000+500 ═ 22500.
Therefore, the implementation of the optional embodiment can be realized through a preset linear programming formula, and the daily delivery scheme of each day is determined under the condition that the advertisements can be delivered in a plurality of advertisement delivery channels simultaneously in one day.
In an optional embodiment, the advertisement delivery system determines, according to the daily order value of each target advertisement delivery channel, each target date and the total advertisement fee balance value corresponding to the target date, a daily delivery scheme corresponding to the target date, including:
the advertisement delivery system determines a daily delivery scheme corresponding to the target date according to the daily order value of each target advertisement delivery channel, each target date and the advertisement total expense allowance value corresponding to the target date in a linear programming mode, wherein,
the linear objective function in linear programming is represented as:
Max z＝bi，i＝1,2,3…n；
the linear constraint in linear programming is expressed as:
s.t.η-max(bi)≥γbmin；
where z is the advertising cost of the daily delivery scenario for the target date, biIs a daily value of an ith target advertisement delivery channel, eta is a total advertisement fee balance value corresponding to the target date, gamma is the number of days after the target date in an advertisement delivery cycle, bminIs the minimum value of the daily order values of all the targeted advertisement delivery channels, and n is the number of the targeted advertisement delivery channels.
In this optional embodiment, the formula of the linear programming can be implemented, and a daily delivery scheme corresponding to the target date is determined in consideration of the fact that an advertisement can be delivered only in one advertisement delivery channel in one day. For example, in the above example, the determined daily delivery schedule for the first day is internet, and the consumed fee is 10000.
Therefore, the implementation of the optional embodiment can be realized through a preset linear programming formula, and the daily delivery scheme of each day is determined under the condition that the advertisement can be delivered only in one advertisement delivery channel in each day.
In an optional embodiment, after the advertisement delivery system determines the alternative delivery scheme with the maximum total conversion value as the target delivery scheme, and before the advertisement delivery system delivers the advertisement according to the target delivery scheme, the method further includes:
the advertisement delivery system judges whether the number of advertisement delivery days allocated to each target advertisement delivery channel in the target delivery scheme is larger than the number of idle days of the target advertisement delivery channel, wherein the idle days are the number of days for which the advertisement delivery channel is not reserved to deliver the advertisement in the whole advertisement delivery cycle of the target delivery scheme;
and when the advertisement delivery system judges that the advertisement delivery days distributed by any one target advertisement delivery channel in the target delivery scheme are larger than the idle days of the target advertisement delivery channel, determining the alternative delivery scheme with the second largest corresponding total conversion value as the target delivery scheme.
In this alternative embodiment, the schedule of each advertisement delivery channel (that is, the schedule of each advertisement delivery channel being reserved for delivering advertisements) is also usually counted in the advertisement delivery system, and if the targeted delivery scheme does not have a sufficient schedule, the targeted delivery scheme may be modified to the alternative delivery scheme with the second largest total conversion value. As in the example above, if the newspaper is in a deadline (i.e., free days) of only 3 days within 5 days of the advertisement delivery period, the targeted delivery scheme does not have a sufficient deadline, and the targeted delivery scheme may be modified to a second alternative delivery scheme, i.e., 1 day internet +3 day tv +5 day newspaper.
Therefore, by implementing the optional embodiment, after the target delivery scheme is determined, whether the target delivery scheme has enough shelves or not is continuously judged, and if the target delivery scheme does not have enough shelves, the target delivery scheme is modified into the alternative delivery scheme with the second largest total conversion value, so that smooth advertisement delivery is ensured, automatic planning of advertisement delivery is more reasonable, and the advertisement delivery effect is improved.
In an optional embodiment, after the advertisement delivery system obtains the daily schedule value and the daily conversion value of each targeted advertisement delivery channel, before the advertisement delivery system determines a plurality of alternative delivery schemes according to the expected total advertisement daily value, the expected total advertisement cost value and the daily schedule value of each targeted advertisement delivery channel, the method further comprises:
the advertisement delivery system judges whether the number of idle days of each target advertisement delivery channel is less than the total number of expected advertisement days, wherein the number of idle days refers to the number of days for which the target advertisement delivery channel is not reserved for advertisement delivery;
and when the number of idle days of the target advertisement delivery channel is judged to be less than the expected total advertisement day value, deleting the target advertisement delivery channel from all the target advertisement delivery channels.
In this optional embodiment, before determining the alternative delivery scheme, it may be determined first whether each target advertisement delivery channel has a sufficient shelf life (that is, whether the number of idle days of each target advertisement delivery channel is less than the total number of expected advertisements days), and if there is no sufficient shelf life (that is, the number of idle days of the target advertisement delivery channel is less than the total number of expected advertisements days), the target advertisement delivery channel is deleted from all the target advertisement delivery channels, so that the calculation amount in subsequently determining the alternative delivery scheme can be reduced, and the processing efficiency of the advertisement delivery method is improved. For example, in the above example, if the number of idle days of the television channel is only 3 days, and the total number of expected advertisement days is 5 days, the television channel may be deleted from the target advertisement delivery channel, and the subsequent television channel will not participate in the determination process of the alternative delivery scheme, so that the processing efficiency of the advertisement delivery method can be improved.
Optionally, the advertisement delivery method in the embodiment of the present invention may be applied to a medical system for delivering medical advertisements.
Optionally, it is also possible: and uploading the advertisement putting information of the advertisement putting method to a block chain.
Specifically, the advertisement delivery information is obtained by operating the advertisement delivery method, and is used for recording advertisement delivery conditions, such as the obtained daily order value, daily conversion value, expected advertisement total day value, expected advertisement total cost value, the determined multiple alternative delivery schemes, and the like. Uploading the advertisement delivery information to the blockchain can ensure the safety and the fair transparency of the advertisement delivery information to the user. The user can download the advertisement putting information from the blockchain so as to verify whether the advertisement putting information of the advertisement putting method is tampered. The blockchain referred to in this example is a novel application mode of computer technologies such as distributed data storage, point-to-point transmission, consensus mechanism, encryption algorithm, and the like. A block chain (Blockchain), which is essentially a decentralized database, is a series of data blocks associated by using a cryptographic method, and each data block contains information of a batch of network transactions, so as to verify the validity (anti-counterfeiting) of the information and generate a next block. The blockchain may include a blockchain underlying platform, a platform product service layer, an application service layer, and the like.
Example two
Referring to fig. 2, fig. 2 is a schematic structural diagram of an advertisement delivery device according to an embodiment of the present invention. As shown in fig. 2, the advertisement delivery apparatus may include:
an obtaining module 201, configured to obtain a daily unit price value and a daily conversion value of each target advertisement delivery channel, where the daily unit price value of the target advertisement delivery channel is used to indicate a cost required to be consumed by delivering a day of advertisement in the target advertisement delivery channel, and the daily conversion value of the target advertisement delivery channel is used to indicate a number of customers that can be converted by delivering a day of advertisement in the target advertisement delivery channel;
the obtaining module 201 is further configured to obtain a total expected advertisement day value and a total expected advertisement fee value, where the total expected advertisement day value is used to represent a total number of days for which an advertisement is expected to be delivered, and the total expected advertisement fee value is used to represent a total fee for advertisement delivery;
a determining module 202, configured to determine a plurality of alternative delivery schemes according to the expected total advertisement day value, the expected total advertisement cost value, and the daily order value of each targeted advertisement delivery channel, where each alternative delivery scheme includes advertisement delivery days allocated to each targeted advertisement delivery channel;
the calculating module 203 is configured to calculate a total conversion value corresponding to each alternative advertisement delivery scheme according to the daily conversion value of each target advertisement delivery channel;
the determining module 202 is further configured to determine the alternative delivery scheme with the maximum corresponding total conversion value as a target delivery scheme;
and the delivery module 204 is configured to deliver the advertisement according to the target delivery scheme.
For the specific description of the advertisement delivery device, reference may be made to the specific description of the advertisement delivery method, and details are not repeated here to avoid repetition.
EXAMPLE III
Referring to fig. 3, fig. 3 is a schematic structural diagram of a computer device according to an embodiment of the present invention. As shown in fig. 3, the computer apparatus may include:
a memory 301 storing executable program code;
a processor 302 connected to the memory 301;
the processor 302 calls the executable program code stored in the memory 301 to execute the steps of the advertisement delivery method disclosed in the embodiment of the present invention.
Example four
Referring to fig. 4, an embodiment of the present invention discloses a computer storage medium 401, where the computer storage medium 401 stores computer instructions, and the computer instructions, when called, are used to execute steps in an advertisement delivery method disclosed in an embodiment of the present invention.
The above-described embodiments of the apparatus are merely illustrative, and the modules described as separate components may or may not be physically separate, and the components shown as modules may or may not be physical modules, may be located in one place, or may be distributed on a plurality of network modules. Some or all of the modules may be selected according to actual needs to achieve the purpose of the solution of the present embodiment. One of ordinary skill in the art can understand and implement it without inventive effort.
Through the above detailed description of the embodiments, those skilled in the art will clearly understand that the embodiments may be implemented by software plus a necessary general hardware platform, and may also be implemented by hardware. Based on such understanding, the above technical solutions may be embodied in the form of a software product, which may be stored in a computer-readable storage medium, where the storage medium includes a Read-Only Memory (ROM), a Random Access Memory (RAM), a Programmable Read-Only Memory (PROM), an Erasable Programmable Read-Only Memory (EPROM), a One-time Programmable Read-Only Memory (OTPROM), an Electrically Erasable Programmable Read-Only Memory (EEPROM), a Compact Disc-Read-Only Memory (CD-ROM), or other disk memories, CD-ROMs, or other magnetic disks, A tape memory, or any other medium readable by a computer that can be used to carry or store data.
Finally, it should be noted that: the advertisement delivery method, the advertisement delivery device, the computer device and the storage medium disclosed in the embodiments of the present invention are only preferred embodiments of the present invention, and are only used for illustrating the technical solutions of the present invention, not for limiting the same; although the present invention has been described in detail with reference to the foregoing embodiments, it will be understood by those skilled in the art; the technical solutions described in the foregoing embodiments may still be modified, or some technical features may be equivalently replaced; and the modifications or the substitutions do not make the essence of the corresponding technical solutions depart from the spirit and scope of the technical solutions of the embodiments of the present invention.
Claims (10)
1. An advertisement delivery method, the method comprising:
the method comprises the steps that an advertisement putting system obtains a daily unit price value and a daily conversion value of each target advertisement putting channel, wherein the daily unit price value of the target advertisement putting channel is used for representing the cost consumed by putting a day of advertisement in the target advertisement putting channel, and the daily conversion value of the target advertisement putting channel is used for representing the number of customers capable of converting when the day of advertisement is put in the target advertisement putting channel;
the advertisement putting system obtains an expected advertisement total day value and an expected advertisement total expense value, wherein the expected advertisement total day value is used for representing the total days for which the advertisement is expected to be put, and the expected advertisement total expense value is used for representing the total expense for advertisement putting;
the advertisement delivery system determines a plurality of alternative delivery schemes according to the expected advertisement total day value, the expected advertisement total cost value and the daily order value of each target advertisement delivery channel, wherein each alternative delivery scheme comprises advertisement delivery days allocated to each target advertisement delivery channel;
the advertisement delivery system calculates a total conversion value corresponding to each alternative delivery scheme according to the daily conversion value of each target advertisement delivery channel;
the advertisement putting system determines the alternative putting scheme with the maximum total conversion value as a target putting scheme;
and the advertisement delivery system delivers the advertisements according to the target delivery scheme.
2. The advertisement delivery method of claim 1, wherein the advertisement delivery system determines a plurality of alternative delivery schemes according to the expected total advertisement day value, the expected total advertisement cost value and the daily order value of each of the targeted advertisement delivery channels, comprising:
the advertisement delivery system solves a target equation set, wherein the target equation set is as follows:
xi≤β，i＝1,2,3…n；
wherein x isiIs the number of advertisement delivery days, a, allocated for the ith target advertisement delivery channeliIs the daily value of the ith target advertisement delivery channel, alpha is the total cost value of the expected advertisements, beta is the total days value of the expected advertisements, and n is the number of the target advertisement delivery channels;
and the advertisement delivery system determines a plurality of alternative delivery schemes according to the solution of the objective equation set, wherein the solution of the objective equation set corresponds to one alternative delivery scheme.
3. The advertisement delivery method according to claim 1 or 2, wherein after the advertisement delivery system determines the candidate delivery scheme having the largest total conversion value as the target delivery scheme, and before the advertisement delivery system delivers the advertisement according to the target delivery scheme, the method further comprises:
the advertisement delivery system detects whether a delivery mode change instruction is received;
when the advertisement delivery system detects the delivery mode change instruction, determining a consumption priority delivery scheme according to the expected advertisement total day value, the expected advertisement total cost value and the daily order value of each target advertisement delivery channel;
the advertisement delivery system determines the consumption-priority delivery scheme as the target delivery scheme.
4. The advertisement delivery method of claim 3, wherein the advertisement delivery system determines a consumption-priority delivery scheme according to the expected total advertisement day value, the expected total advertisement cost value and the daily order value of each of the targeted advertisement delivery channels, and comprises:
the advertisement putting system determines each date in a preset advertisement putting period as a target date;
the advertisement delivery system determines a daily delivery scheme corresponding to the target date according to the daily order value of each target advertisement delivery channel, each target date and the total advertisement expense allowance value corresponding to the target date, wherein the total advertisement expense allowance value corresponding to the target date is determined based on the target date and the expected total advertisement expense value;
and the advertisement delivery system summarizes the daily delivery schemes corresponding to the target dates to form a consumption priority delivery scheme.
5. The advertisement delivery method according to claim 4, wherein the advertisement delivery system determines the daily delivery scheme corresponding to the target date according to the daily order value of each target advertisement delivery channel, each target date and the total advertisement fee balance value corresponding to the target date, and the method comprises:
and the advertisement delivery system determines a daily delivery scheme corresponding to the target date according to the daily order value of each target advertisement delivery channel, each target date and the total advertisement expense allowance value corresponding to the target date in a linear programming mode.
6. The advertisement delivery method according to claim 5,
the linear objective function in linear programming is represented as:
the linear constraint in linear programming is expressed as:
where z is the advertising cost of the daily delivery scenario for the target date, biIs the ith target advertisement delivery channelDay of day value of yiThe advertisement delivery condition of the ith target advertisement delivery channel in the daily delivery scheme for representing the target date, eta is the total advertisement fee balance value corresponding to the target date, gamma is the number of days after the target date in the advertisement delivery period, bminIs the minimum value of the daily order values of all the targeted advertisement delivery channels, and n is the number of the targeted advertisement delivery channels.
7. The advertisement delivery method according to claim 5,
the linear objective function in linear programming is represented as:
Max z＝bi，i＝1,2,3…n；
the linear constraint in linear programming is expressed as:
s.t.η-max(bi)≥γbmin；
where z is the advertising cost of the daily delivery scenario for the target date, biIs a daily value of an ith target advertisement delivery channel, eta is a total advertisement fee balance value corresponding to the target date, gamma is the number of days after the target date in an advertisement delivery cycle, bminIs the minimum value of the daily order values of all the targeted advertisement delivery channels, and n is the number of the targeted advertisement delivery channels.
8. An advertising device, the device comprising:
the system comprises an acquisition module, a storage module and a display module, wherein the acquisition module is used for acquiring daily unit price value and daily conversion value of each target advertisement delivery channel, the daily unit price value of the target advertisement delivery channel is used for representing the cost required to be consumed by delivering a day of advertisement in the target advertisement delivery channel, and the daily conversion value of the target advertisement delivery channel is used for representing the number of customers capable of converting the day of advertisement delivered in the target advertisement delivery channel;
the obtaining module is further configured to obtain a total expected advertisement day value and a total expected advertisement fee value, where the total expected advertisement day value is used to represent a total number of days for which an advertisement is expected to be delivered, and the total expected advertisement fee value is used to represent a total fee for advertisement delivery;
a determining module, configured to determine a plurality of alternative delivery schemes according to the expected total advertisement day value, the expected total advertisement cost value, and the daily order value of each target advertisement delivery channel, where each alternative delivery scheme includes advertisement delivery days allocated to each target advertisement delivery channel;
the calculation module is used for calculating a total conversion value corresponding to each alternative delivery scheme according to the daily conversion value of each target advertisement delivery channel;
the determining module is further configured to determine the alternative delivery scheme with the maximum corresponding total conversion value as a target delivery scheme;
and the delivery module is used for delivering the advertisements according to the target delivery scheme.
9. A computer device, characterized in that the computer device comprises:
a memory storing executable program code;
a processor coupled to the memory;
the processor calls the executable program code stored in the memory to execute the advertisement delivery method according to any one of claims 1-7.
10. A computer-readable storage medium, in which a computer program is stored, which, when being executed by a processor, carries out the advertisement delivery method according to any one of claims 1 to 7.
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