TWM560653U - System for automated allocating advertising budgets - Google Patents
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Abstract
Description
本創作係關於一種廣告系統，特別是指一種廣告預算自動分配系統。 This creation is about an advertising system, especially an automatic allocation system for advertising budgets.
隨著資訊科技的進步與網際網路的普及，在網際網路刊登或發布廣告，隨後透過網際網路傳遞到相關訂戶，已經是現今常見的廣告運作方式。與現今常見的傳統四大傳播媒體(如報紙、雜誌、電視、廣播)廣告及戶外廣告相比，網路廣告因節省了報刊的印刷費用和電台或電視台的昂貴製作費用，使產生的成本大幅降低，且分佈在世界各地的網際網路用戶都可以在顯示器螢幕上看到相關廣告內容，使廣告內容傳播的幅度不受地域與時間上的限制，進而使網際網路刊登或發布廣告具有得天獨厚的優勢，是現代廣告戰略的重要方向之一。 With the advancement of information technology and the popularity of the Internet, posting or posting advertisements on the Internet and then passing them to relevant subscribers through the Internet has become a common way of advertising operations today. Compared with today's traditional four major media (such as newspapers, magazines, television, radio) advertising and outdoor advertising, online advertising saves the printing costs of newspapers and the expensive production costs of radio or television stations, resulting in significant costs Internet users who are reduced and distributed around the world can see relevant advertising content on the monitor screen, so that the content of the advertisement content is not limited by geographical and time constraints, which makes the Internet advertisement or advertisement advertising unique. The advantage is one of the important directions of modern advertising strategy.
而對於在網際網路刊登或發布廣告的廣告商而言，以現有每點擊成本(Pay per click/PPC，也稱作Cost Per Click/CPC)是一種常見的網路廣告的收費計算形式，廣泛用在搜尋引擎、廣告網路、以及網站或部落格等網路廣告 平台。當使用者瀏覽廣告商刊登或贊助的網站，使用者實際上點擊該廣告時，廣告主才需要支付其投放費用。 For advertisers who advertise or post on the Internet, Pay per click/PPC (also known as Cost Per Click/CPC) is a common form of online advertising charge calculation. Used in search engines, ad networks, and online advertising on websites or blogs. platform. When a user browses a website published or sponsored by an advertiser, the advertiser actually pays for the placement fee when the user actually clicks on the advertisement.
雖然現有網際網路上網站的廣告欄可供一般使用者進行自由點選，但該廣告欄提供的廣告往往係由網站管理者主動提供，缺乏相關於該廣告效益有關的多個評估參數數據進行分析，進而使廣告商在如：今日線上與隔日線上所刊登廣告，往往只能依據在線上的該廣告的點擊次數而支付費用，這會導致廣告商無法得知該廣告效益是否發揮到極大化，因此在支付費用與刊登廣告的效益上將無法取得平衡點。 Although the advertisement column of the website on the existing Internet can be freely clicked by the general user, the advertisement provided by the advertisement column is often provided by the website administrator, and lacks multiple evaluation parameter data related to the advertisement benefit for analysis. In order to allow advertisers to advertise on online and online lines such as today, they can only pay for the number of clicks on the online advertisement, which may result in the advertiser not knowing whether the effectiveness of the advertisement is maximized. There will be no balance between the cost of paying and the effectiveness of advertising.
因此，如何解決上述習知技術之問題，實已成為本領域技術人員之一大課題。 Therefore, how to solve the above problems of the prior art has become one of the major problems of those skilled in the art.
有鑑於此，本創作係提供一種廣告推薦系統與方法，其能應用於網際網路。 In view of this, the present invention provides an advertisement recommendation system and method that can be applied to the Internet.
本創作提供一種廣告預算自動分配系統，係包括：一廣告資料蒐集模組，係用以蒐集當日播放廣告之前關聯於該廣告之複數廣告活動參數；以及一廣告資料運算模組，係接收該複數廣告活動參數後，對該複數廣告活動參數之中選取至少兩個廣告活動參數，並對該兩個廣告活動參數之間的相關係數以一演算法輸出關聯於當日該廣告之預算分配數據。 The present invention provides an automatic advertising budget distribution system, which includes: an advertisement data collection module for collecting a plurality of advertisement activity parameters associated with the advertisement before the advertisement is played on the day; and an advertisement data calculation module for receiving the plural After the campaign parameter, at least two campaign parameters are selected from the plurality of campaign parameters, and the correlation coefficient between the two campaign parameters is output by an algorithm to the budget allocation data of the advertisement for the day.
前述之系統中，更包括一廣告成效評估模組，係蒐集關聯於播放該廣告之複數廣告成效參數，以自該些廣告成 效參數中選取至少二廣告成效參數之間的相關係數，並以該演算法輸出關聯於隔日該廣告之預算分配數據，直至該廣告期滿結束為止。 The foregoing system further includes an advertisement effectiveness evaluation module, which collects a plurality of advertisement performance parameters associated with playing the advertisement, to form from the advertisements The correlation coefficient between the at least two advertisement performance parameters is selected in the effect parameter, and the budget allocation data associated with the advertisement on the next day is outputted by the algorithm until the end of the advertisement expiration.
前述之系統中，該些廣告活動參數包含該廣告的廣告活動設定，且該廣告活動設定包含媒體、廣告類型、投放時段、廣告期間之一或其組合。 In the foregoing system, the advertisement activity parameters include an advertisement activity setting of the advertisement, and the advertisement activity setting includes one of a media, an advertisement type, a delivery period, an advertisement period, or a combination thereof.
前述之系統中，該些廣告活動參數包含關於該廣告的廣告活動素材，且該廣告活動素材包含文案、圖片、影片之一或其組合。 In the foregoing system, the campaign parameters include campaign material about the advertisement, and the campaign material includes one of a copy, a picture, a movie, or a combination thereof.
前述之系統中，該些廣告活動參數包含該廣告的廣告活動目標受眾，且該廣告活動目標受眾包含性別、年紀、興趣之一或其組合。 In the foregoing system, the campaign parameters include an advertising campaign target audience of the advertisement, and the campaign target audience includes one of gender, age, interest, or a combination thereof.
前述之系統中，該些廣告活動參數包含該廣告的廣告活動目標，且該廣告活動目標包含購買產品、點擊頁面、增加曝光之一或其組合。 In the foregoing system, the advertising activity parameters include an advertising campaign target of the advertisement, and the advertising campaign target includes one of purchasing a product, clicking a page, increasing exposure, or a combination thereof.
前述之系統中，該些廣告活動參數包含該廣告的廣告活動目標，且該廣告活動目標包含購買產品、點擊頁面、增加曝光之一或其組合。 In the foregoing system, the advertising activity parameters include an advertising campaign target of the advertisement, and the advertising campaign target includes one of purchasing a product, clicking a page, increasing exposure, or a combination thereof.
前述之系統中，該些廣告活動參數包含該廣告的廣告活動預算，且該廣告活動預算為本次廣告活動的金額。 In the foregoing system, the campaign parameters include the campaign budget of the advertisement, and the campaign budget is the amount of the campaign.
前述之系統中，該相關係數為皮爾森(Pearson)相關係數。 In the aforementioned system, the correlation coefficient is a Pearson correlation coefficient.
前述之系統中，該演算法為線性迴歸(Linear regression)演算法、時間序列(time series)演算法、隨機森林(Random forest)演算法、類神經網路(neural network)演算法或深度學習(deep learning)演算法之一或其組合。 In the aforementioned system, the algorithm is a linear regression algorithm, a time series algorithm, and a random forest (Random). Forest) One or a combination of algorithms, neural network algorithms, or deep learning algorithms.
前述之系統中，該些廣告成效參數包含點擊數、曝光數、點擊率、點擊成本、轉換成本、實際花費或千次曝光成本之一或其組合。 In the foregoing system, the advertisement performance parameters include one or a combination of a click number, an exposure number, a click rate, a click cost, a conversion cost, an actual cost, or a thousand exposure cost.
由上可知，本創作之廣告預算自動分配系統，可讓廣告主的廣告在成效最大化下，自動預測每日預算的金額，透過自動化的運算方式，以節省廣告主的調整時間與優化廣告活動的預算，並讓廣告主得以順利達成廣告目標。 As can be seen from the above, the automatic budget allocation system of the creation allows the advertiser's advertisement to automatically predict the amount of the daily budget under the maximum effect, and saves the advertiser's adjustment time and optimizes the advertising campaign through automated calculation methods. The budget and allow advertisers to successfully reach their advertising goals.
本系統除了可以使用在數位廣告投放，亦可以運用在其他媒體上，僅需廣告主提供系統要求的廣告設定資料，並且每日提供相對應的廣告成效資料，即可自動預測未來廣告預算。 In addition to being used in digital advertising, the system can also be used in other media. Only the advertisers can provide the system setting data required by the system, and provide the corresponding advertising performance data daily to automatically predict the future advertising budget.
換言之，透過本創作將可協助節省廣告代理商與企業行銷人員每日分析投放成效的時間，並有效針對企業目標，自動完成每日預算規劃更新，優化廣告主所訂的廣告目標成效。亦即本創作透過大量廣告資料，以機器學習方式，可以有效地依據廣告設定資料與每日即時的成效資料，進行未來的成效預測。再依據成效最佳化的預測，進行隔日的預算分配，以協助使用者進行預算配置，促使廣告成效極大化。 In other words, this creation will help save the time for advertising agencies and corporate marketing staff to analyze the effectiveness of their daily delivery, and effectively complete the daily budget planning update for the company's goals, and optimize the effectiveness of advertising targets set by advertisers. That is to say, through a large amount of advertising materials, this creation can effectively predict the future performance based on the advertisement setting data and the daily real-time performance data through machine learning. Based on the forecast of the best results, the budget allocation will be carried out every other day to help users to allocate budgets and maximize the effectiveness of advertising.
為讓本創作之上述特徵和優點能更明顯易懂，下文特舉實施例，並配合所附圖式作詳細說明。在以下描述內容中將部分闡述本創作之額外特徵及優點，且此等特徵及優 點將部分自所述描述內容顯而易見，或可藉由對本創作之實踐習得。本創作之特徵及優點借助於在申請專利範圍中特別指出的元件及組合來認識到並達到。應理解，前文一般描述與以下詳細描述兩者均僅為例示性及解釋性的，且不欲約束本創作所主張之範圍。 In order to make the above features and advantages of the present invention more comprehensible, the embodiments are described in detail below with reference to the accompanying drawings. Additional features and advantages of the present invention will be partially explained in the following description, and such features and advantages will be The points will be partially apparent from the description, or may be learned by the practice of the creation. The features and advantages of the present invention are recognized and attained by means of the elements and combinations particularly pointed out in the appended claims. It is to be understood that both the foregoing general description
1‧‧‧網際網路 1‧‧‧Internet
2‧‧‧廣告預算自動分配系統 2‧‧‧Advertising budget automatic distribution system
21‧‧‧廣告資料蒐集模組 21‧‧‧Advertising Data Collection Module
22‧‧‧廣告資料運算模組 22‧‧‧Advertising Data Calculation Module
23‧‧‧廣告成效評估模組 23‧‧‧Advertising Effectiveness Evaluation Module
S1至S3步驟 S1 to S3 steps
第1圖繪示本創作之廣告預算自動分配系統之方塊示意圖；以及第2圖繪示本創作之廣告預算自動分配方法之流程圖。 FIG. 1 is a block diagram showing the automatic allocation system of the advertisement budget of the present creation; and FIG. 2 is a flow chart showing the automatic allocation method of the advertisement budget of the present creation.
以下藉由特定的具體實施形態說明本創作之實施方式，熟悉此技術之人士可由本說明書所揭示之內容輕易地了解本創作之其他優點與功效，亦可藉由其他不同的具體實施形態加以施行或應用。 The embodiments of the present invention are described in the following specific embodiments, and those skilled in the art can easily understand other advantages and functions of the present invention by the contents disclosed in the present specification, and can also be implemented by other different embodiments. Or application.
請參考第1圖，係為本創作之廣告預算自動分配系統2之方塊示意圖。 Please refer to FIG. 1 , which is a block diagram of the automatic budget allocation system 2 of the present creation.
本創作之廣告預算自動分配系統2包括一廣告資料蒐集模組21、一廣告資料運算模組22與一廣告成效評估模組23。廣告資料蒐集模組21係用以蒐集當日播放廣告之前關聯於該廣告之複數廣告活動參數。 The advertisement budget automatic distribution system 2 of the present invention includes an advertisement data collection module 21, an advertisement data calculation module 22 and an advertisement effectiveness evaluation module 23. The advertisement data collection module 21 is configured to collect a plurality of advertisement activity parameters associated with the advertisement before the advertisement is played on the day.
在一些實施例中，該廣告活動設定包含媒體、廣告類型、投放時段、廣告期間之一或其組合。 In some embodiments, the campaign setting includes one of a medium, an ad type, a time period, an advertising period, or a combination thereof.
在一些實施例中，該些廣告活動參數包含關於該廣告 的廣告活動素材，且該廣告活動素材包含文案、圖片、影片之一或其組合。 In some embodiments, the campaign parameters include information about the advertisement Campaign material, and the campaign material contains one of a copy, an image, a movie, or a combination thereof.
在一些實施例中，該些廣告活動參數包含該廣告的廣告活動目標受眾，且該廣告活動目標受眾包含性別、年紀、興趣之一或其組合。 In some embodiments, the campaign parameters include an advertising campaign target audience for the advertisement, and the campaign target audience includes one of gender, age, interest, or a combination thereof.
在一些實施例中，該些廣告活動參數包含該廣告的廣告活動目標，且該廣告活動目標包含購買產品、點擊頁面、增加曝光之一或其組合。 In some embodiments, the campaign parameters include an advertising campaign target for the advertisement, and the campaign target includes one of purchasing a product, clicking a page, increasing exposure, or a combination thereof.
在一些實施例中，該些廣告活動參數包含該廣告的廣告活動目標，且該廣告活動目標包含購買產品、點擊頁面、增加曝光之一或其組合。 In some embodiments, the campaign parameters include an advertising campaign target for the advertisement, and the campaign target includes one of purchasing a product, clicking a page, increasing exposure, or a combination thereof.
在一些實施例中，該些廣告活動參數包含該廣告的廣告活動預算，且該廣告活動預算為本次廣告活動的金額。 In some embodiments, the campaign parameters include a campaign budget for the advertisement, and the campaign budget is the amount of the campaign.
廣告資料運算模組22係接收該複數廣告活動參數，以自該複數廣告活動參數中選取至少二廣告活動參數，並對該二廣告活動參數之間的相關係數以一演算法輸出關聯於當日該廣告之預算分配數據。其中，該相關係數為皮爾森(Pearson)相關係數。 The advertisement data computing module 22 receives the plurality of advertisement activity parameters to select at least two advertisement activity parameters from the plurality of advertisement activity parameters, and the correlation coefficient between the two advertisement activity parameters is associated with the current day by an algorithm output. Budget allocation data for advertising. Among them, the correlation coefficient is Pearson correlation coefficient.
在一些實施例中，該演算法為線性迴歸(Linear regression)演算法、時間序列(time series)演算法、隨機森林(Random forest)演算法、類神經網路(neural network)演算法或深度學習(deep learning)演算法之一或其組合。 In some embodiments, the algorithm is a linear regression algorithm, a time series algorithm, a random forest algorithm, a neural network algorithm, or a deep learning algorithm. One of the deep learning algorithms or a combination thereof.
廣告成效評估模組23用以評估該廣告成效。當該廣告資料運算模組22輸出關聯於當日該廣告之預算分配數據 後，該廣告成效評估模組23蒐集關聯於播放該廣告之複數個廣告成效參數。之後，廣告成效評估模組23對該些廣告成效參數中選取至少兩參數之間的相關係數，並以該演算法輸出關聯於隔日該廣告之預算分配數據，直至該廣告期滿結束為止。其中，該些廣告成效參數包含點擊數、曝光數、點擊率、點擊成本、轉換成本、實際花費或千次曝光成本之一或其組合。 The advertisement effectiveness evaluation module 23 is used to evaluate the effectiveness of the advertisement. When the advertisement data computing module 22 outputs the budget allocation data associated with the advertisement for the current day Thereafter, the advertisement effectiveness evaluation module 23 collects a plurality of advertisement performance parameters associated with playing the advertisement. Thereafter, the advertisement effectiveness evaluation module 23 selects a correlation coefficient between at least two parameters among the advertisement performance parameters, and outputs the budget allocation data associated with the advertisement every other day by the algorithm until the advertisement expires. The advertisement performance parameters include one or a combination of a click number, an exposure number, a click rate, a click cost, a conversion cost, an actual cost, or a thousand exposure cost.
第2圖為本創作之廣告預算自動分配方法之流程圖。 Figure 2 is a flow chart of the automatic allocation method of the advertising budget of the creation.
在步驟S1中，利用一廣告資料蒐集模組21蒐集當日播放廣告之前關聯於該廣告之複數廣告活動參數。 In step S1, an advertisement data collection module 21 is used to collect the plurality of advertisement activity parameters associated with the advertisement before the advertisement is played on the day.
在一些實施例中，該廣告活動設定包含媒體、廣告類型、投放時段、廣告期間之一或其組合。 In some embodiments, the campaign setting includes one of a medium, an ad type, a time period, an advertising period, or a combination thereof.
在一些實施例中，該些廣告活動參數包含關於該廣告的廣告活動素材，且該廣告活動素材包含文案、圖片、影片之一或其組合。 In some embodiments, the campaign parameters include campaign material for the advertisement, and the campaign material includes one of a copy, a picture, a movie, or a combination thereof.
在一些實施例中，該些廣告活動參數包含該廣告的廣告活動目標受眾，且該廣告活動目標受眾包含性別、年紀、興趣之一或其組合。 In some embodiments, the campaign parameters include an advertising campaign target audience for the advertisement, and the campaign target audience includes one of gender, age, interest, or a combination thereof.
在一些實施例中，該些廣告活動參數包含該廣告的廣告活動目標，且該廣告活動目標包含購買產品、點擊頁面、增加曝光之一或其組合。 In some embodiments, the campaign parameters include an advertising campaign target for the advertisement, and the campaign target includes one of purchasing a product, clicking a page, increasing exposure, or a combination thereof.
在一些實施例中，該些廣告活動參數包含該廣告的廣告活動預算，且該廣告活動預算為本次廣告活動的金額。 In some embodiments, the campaign parameters include a campaign budget for the advertisement, and the campaign budget is the amount of the campaign.
在步驟S2中，接收該複數廣告活動參數後，利用一廣 告資料運算模組22對該複數廣告活動參數之中選取至少兩個廣告活動參數，並對該兩個廣告活動參數之間的相關係數以一演算法輸出關聯於當日該廣告之預算分配數據。其中，該相關係數為皮爾森(Pearson)相關係數。 In step S2, after receiving the plural advertising activity parameter, using a wide The data computing module 22 selects at least two advertising activity parameters from the plurality of advertising activity parameters, and outputs a correlation coefficient between the two advertising activity parameters to the budget allocation data of the advertisement in the current day. Among them, the correlation coefficient is Pearson correlation coefficient.
在一些實施例中，該演算法為線性迴歸(Linear regression)演算法、時間序列(time series)演算法、隨機森林(Random forest)演算法、類神經網路(neural network)演算法或深度學習(deep learning)演算法之一或其組合。 In some embodiments, the algorithm is a linear regression algorithm, a time series algorithm, a random forest algorithm, a neural network algorithm, or a deep learning algorithm. One of the deep learning algorithms or a combination thereof.
在步驟S3中，利用一廣告成效評估模組23蒐集關聯於播放該廣告之複數個廣告成效參數後，對該些廣告成效參數中選取至少兩參數之間的相關係數，並以該演算法輸出關聯於隔日該廣告之預算分配數據，直至該廣告期滿結束為止。其中，該些廣告成效參數包含點擊數、曝光數、點擊率、點擊成本、轉換成本、實際花費或千次曝光成本之一或其組合。 In step S3, after the advertisement effectiveness evaluation module 23 collects a plurality of advertisement performance parameters associated with playing the advertisement, the correlation coefficient between the at least two parameters is selected from the advertisement performance parameters, and is output by the algorithm. Associated with the budget allocation data for the ad on the next day until the end of the ad's expiration. The advertisement performance parameters include one or a combination of a click number, an exposure number, a click rate, a click cost, a conversion cost, an actual cost, or a thousand exposure cost.
由上可知，本創作之廣告預算自動分配系統，可讓廣告主的廣告在成效最大化下，自動預測每日預算的金額，透過自動化的運算方式，以節省廣告主的調整時間與優化廣告活動的預算，並讓廣告主得以順利達成廣告目標。 As can be seen from the above, the automatic budget allocation system of the creation allows the advertiser's advertisement to automatically predict the amount of the daily budget under the maximum effect, and saves the advertiser's adjustment time and optimizes the advertising campaign through automated calculation methods. The budget and allow advertisers to successfully reach their advertising goals.
本系統除了可以使用在數位廣告投放，亦可以運用在其他媒體上，僅需廣告主提供系統要求的廣告設定資料，並且每日提供相對應的廣告成效資料，即可自動預測未來廣告預算。 In addition to being used in digital advertising, the system can also be used in other media. Only the advertisers can provide the system setting data required by the system, and provide the corresponding advertising performance data daily to automatically predict the future advertising budget.
換言之，透過本創作將可協助節省廣告代理商與企業 行銷人員每日分析投放成效的時間，並有效針對企業目標，自動完成每日預算規劃更新，優化廣告主所訂的廣告目標成效。亦即，本創作透過大量廣告資料，以機器學習方式，可以有效地依據廣告設定資料與每日即時的成效資料，進行未來的成效預測。再依據成效最佳化的預測，進行隔日的預算分配，以協助使用者進行預算配置，促使廣告成效極大化。 In other words, this creation will help save advertising agencies and businesses. The marketing staff analyzes the time of delivery performance and effectively completes the daily budget planning update for the company's goals, optimizing the effectiveness of the advertising goals set by the advertiser. That is to say, through a large amount of advertising materials, this creation can effectively predict the future performance based on the advertisement setting data and the daily real-time performance data through machine learning. Based on the forecast of the best results, the budget allocation will be carried out every other day to help users to allocate budgets and maximize the effectiveness of advertising.
上述實施形態僅例示性說明本創作之原理、特點及其功效，並非用以限制本創作之可實施範疇，任何熟習此項技藝之人士均可在不違背本創作之精神及範疇下，對上述實施形態進行修飾與改變。任何運用本創作所揭示內容而完成之等效改變及修飾，均仍應為申請專利範圍所涵蓋。因此，本創作之權利保護範圍，應如申請專利範圍所列。 The above-described embodiments are merely illustrative of the principles, features, and effects of the present invention, and are not intended to limit the scope of the present invention. Anyone skilled in the art can do so without departing from the spirit and scope of the present invention. The embodiment is modified and changed. Any equivalent changes and modifications made using the content disclosed in this work should be covered by the scope of the patent application. Therefore, the scope of protection of this creation should be as listed in the scope of patent application.
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