WO2019218884A1 - 多广告协同投放、展示方法和装置以及电子设备 - Google Patents
多广告协同投放、展示方法和装置以及电子设备 Download PDFInfo
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- WO2019218884A1 WO2019218884A1 PCT/CN2019/085657 CN2019085657W WO2019218884A1 WO 2019218884 A1 WO2019218884 A1 WO 2019218884A1 CN 2019085657 W CN2019085657 W CN 2019085657W WO 2019218884 A1 WO2019218884 A1 WO 2019218884A1
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
Definitions
- the present invention relates to the field of Internet technologies, and in particular, to a multi-advertisement collaborative delivery, display method and apparatus, and an electronic device.
- RTB display advertising is one of the mainstream Internet marketing promotion methods. Advertisers conduct real-time bidding for the audience they want to reach, and display their creative pictures to the winning traffic (ie, Users who visit the site's ad slots), branding or enticing users to click on these ads to enter the product page for trading. RTB display ads allow advertisers to target the target population precisely, which can greatly improve the performance of the delivery. Display ads can be divided into one-hop ads and two-hop ads. After the user logs in to a website, the resource bit (advertising display area) displayed by default on the user page is a one-hop resource bit, and the advertisement displayed on the one-hop resource bit is called a one-hop advertisement.
- the page that the user clicks on the one-hop advertisement is called the two-hop page. If there are resource bits on the second-hop page, the resource bits are called the two-hop resource bits, and the advertisements displayed on the second-hop resource bits are called the two-hop advertisement.
- the charging modes of RTB display advertisements mainly include: one-hop charging mode and one-hop free two-hop charging mode.
- the one-hop charging mode means that the creative is displayed on the resource level of one hop.
- the user clicks on the creative idea the user directly jumps to the webpage designated by the advertiser, such as the product detail page, the store homepage, etc., and the advertiser pays for the one-hop traffic.
- One-hop free two-hop charging mode means displaying free ideas on one-hop resource points (for example, during the double 11 event, the event site produced by the shopping site promotes the picture), click on the idea
- the second hop page includes multiple second hop resource bits, respectively displaying the advertising creatives of multiple advertisers, one hop does not charge the advertiser (only responsible for drainage, no profit), only two hops Advertisers with ads are charged.
- the website Due to the significant location of some high-quality resources, it will directly affect the user experience of the website. Therefore, the website has a hard requirement for the creative level of high-quality resources (for example, the big picture resource at the top of the homepage of the website). Allow delivery. Compared with small advertisers, large advertisers usually have higher quality advertising ads, which can achieve higher average click-through rate, and it is easier to meet the advertising platform's threshold for creative grading resources.
- Embodiments of the present invention provide a multi-advertising collaborative delivery and display method and apparatus, and an electronic device, to solve the defect that high-quality traffic is exclusive to large advertisers in the prior art, balance the relationship of advertisers of different sizes, and maintain the ecology of the advertising platform. balance.
- an embodiment of the present invention provides a multi-advertising collaborative delivery method, where the advertisements are classified into a main advertisement and an associated advertisement according to a delivery type, and the method includes:
- the to-be-displayed ad combination consisting of a main body advertisement and at least one associated advertisement;
- the main body advertisement in the to-be-displayed advertisement combination is used for directly displaying on the user page of the user terminal, and the associated advertisement in the to-be-displayed advertisement combination is used for The information of the subject advertisement is displayed together on an advertisement page displayed in response to user input for the subject advertisement.
- the embodiment of the invention further provides a multi-advertisement display method, including:
- the to-be-displayed advertisement combination is determined based on a user attribute, and is composed of one subject advertisement and at least one associated advertisement;
- Information of the subject advertisement and the associated advertisement are displayed on the advertisement page.
- the embodiment of the present invention further provides a multi-advertising collaborative delivery device.
- the advertisements are divided into a main advertisement and an associated advertisement according to a delivery type, and the device includes:
- An advertisement bidding module configured to select a to-be-displayed advertising combination according to a user attribute, where the to-be-displayed advertising combination is composed of a main body advertisement and at least one associated advertisement;
- An advertisement display module configured to send the to-be-displayed advertisement combination to a user terminal, where the main body advertisement in the to-be-displayed advertisement combination is directly displayed on a user page of the user terminal, in the to-be-displayed advertisement combination
- the associated advertisement is for display with the information of the subject advertisement on an advertisement page displayed in response to user input for the subject advertisement.
- the embodiment of the invention further provides a multi-advertisement display device, comprising:
- a receiving module configured to receive a to-be-displayed advertisement combination sent by a server, where the to-be-displayed advertisement combination is determined based on a user attribute, and is composed of one subject advertisement and at least one associated advertisement;
- a first display module configured to directly display the subject advertisement on a user page
- the second display module is configured to display an advertisement page after receiving the input of the user for the subject advertisement, and display the information of the subject advertisement and the associated advertisement on the advertisement page.
- An embodiment of the present invention further provides an electronic device, including:
- a processor for running the program stored in the memory for:
- the to-be-displayed ad combination consisting of a main body advertisement and at least one associated advertisement;
- the main body advertisement in the to-be-displayed advertisement combination is used for directly displaying on the user page of the user terminal, and the associated advertisement in the to-be-displayed advertisement combination is used for The information of the subject advertisement is displayed together on an advertisement page displayed in response to user input for the subject advertisement.
- An embodiment of the present invention further provides an electronic device, including:
- a processor for running the program stored in the memory for:
- the to-be-displayed advertisement combination is determined based on a user attribute, and is composed of one subject advertisement and at least one associated advertisement;
- Information of the subject advertisement and the associated advertisement are displayed on the advertisement page.
- the multi-advertising collaborative delivery and display method and device and the electronic device provided by the embodiments of the present invention combine the main body advertisement and the related advertisement, so that the related advertisement delivered by the small advertiser can be performed by the drainage effect of the main advertisement provided by the large advertiser.
- Promotion can increase the display opportunities of small advertisers, improve the effect of delivery, promote the survival and development of small advertisers, balance the relationship between advertisers of different scales, maintain the platform ecology, and facilitate the long-term development of advertising platforms.
- FIG. 1 is a system block diagram of a service system according to an embodiment of the present invention.
- FIG. 2 is a flowchart of an embodiment of a multi-adware collaborative delivery method provided by the present invention
- FIG. 3 is a flowchart of another embodiment of a multi-advertisement collaborative delivery method provided by the present invention.
- FIG. 4a is a flowchart of an embodiment of a multi-advertisement display method provided by the present invention.
- FIG. 4b is a schematic diagram of an advertisement page in a specific embodiment of a multi-advertisement display method provided by the present invention.
- FIG. 5 is a schematic structural diagram of an embodiment of a multi-adware collaborative delivery device according to the present invention.
- FIG. 6 is a schematic structural diagram of another embodiment of a multi-adware collaborative delivery apparatus according to the present invention.
- FIG. 7 is a schematic structural diagram of an embodiment of a multi-advertisement display device provided by the present invention.
- FIG. 8 is a schematic structural diagram of an embodiment of an electronic device according to the present invention.
- FIG. 9 is a schematic structural diagram of another embodiment of an electronic device according to the present invention.
- the present application proposes a multi-advertising collaborative delivery solution based on traffic sharing.
- the main principle is to divide the advertisements served by the advertiser into two types: the main advertisement and the associated advertisement, according to the current traffic attribute (ie, accessing the current website).
- the user attribute of the user) and the attribute parameters and association rules of each advertisement, and the advertisement combination to be displayed is selected among the plurality of to-be-advertised advertisements, and the to-be-displayed advertisement combination is composed of a main advertisement and at least one related advertisement that match each other.
- the main body advertisement can be displayed on the user page.
- the platform can charge one-hop/two-hop charges for the main advertisement and the associated advertisement respectively.
- the platform may also distribute a part of the two-hop fee as a reward to the main advertiser.
- the platform can select a combination of advertisements to be displayed according to an optimization goal (eg, maximizing revenue of the platform, maximizing the overall conversion rate of the advertiser, and optimizing the user experience, etc.). By charging one hop and two hops simultaneously, the revenue of the advertising platform is increased.
- FIG. 1 is a system block diagram of a service system according to an embodiment of the present invention.
- the structure shown in FIG. 1 is only one example of a service system to which the technical solution of the present invention can be applied.
- the service system can be used to perform the following FIG. 2 and The process flow shown in Figure 3.
- the business system includes an advertisement bidding module and an advertisement display module.
- the advertisement bidding module selects an advertisement combination to be displayed according to current user attributes (eg, orientation label, resource bit, time zone, region, etc.), and the to-be-displayed advertisement combination is composed of a main body advertisement and at least one related advertisement, where the to-be-displayed advertisement In the combination, the attribute parameters of the subject advertisement and the associated advertisement and the association rule match each other; then, the advertisement display module sends the to-be-displayed advertisement combination to the user terminal, and the subject advertisement in the display advertisement combination is used to directly display the user page of the user terminal.
- the associated advertisement in the to-be-displayed ad combination is used to display along with the information of the subject advertisement on the advertisement page displayed in response to the user's input for the subject advertisement.
- the advertisement bidding module may include: an advertisement recall sub-module, an advertisement matching sub-module, and a preferred sub-module.
- the method further includes: a promotion parameter setting module and an advertisement charging module.
- the advertiser Before placing the shared advertisement, the advertiser needs to perform a series of parameter setting on the promotion parameter setting module of the advertisement platform, select the delivery type of the advertisement (subject advertisement/associated advertisement), and set the attribute parameters of the main advertisement and the associated advertisement (for example, the commodity Category, merchandise brand, merchandise style, etc.) and matching rules (rule requirements in terms of attribute parameters), and setting other promotion parameters (eg, targeting tags, resource bits, bids, ideas, etc.).
- advertisements are classified into: a main advertisement and an associated advertisement according to a delivery type.
- the ad type Before the advertiser serves the ad, the ad type needs to be selected, and the ad's attribute parameters and association rules need to be set.
- the attribute parameters of the advertisement such as the category, brand, style, etc. of the advertisement product, may be manually set by the advertiser, or may be obtained by the system through analysis and analysis of the titles and descriptions of the products sold in the store.
- the association rule is two-way. When the delivery type of the advertisement is the main advertisement, the association rule is a qualification rule for the attribute parameter of the matched related advertisement; when the delivery type of the advertisement is the associated advertisement, the association rule is matching the pair.
- the qualification rules for the attribute parameters of the subject advertisement When the delivery type of the advertisement is the main advertisement, the association rule is a qualification rule for the attribute parameter of the matched related advertisement; when the delivery type of the advertisement is the associated advertisement, the association rule is matching the pair.
- the user attributes of the user accessing the current web page such as the orientation tag for identifying the user category interest, purchasing power, etc., the resource bit accessed by the user, the access period of the user, the geographic source of the user, and the like are obtained. Then, according to the obtained user attributes, combined with the attribute parameters and the association rules of the advertisements to be delivered, the advertisement portfolio to be displayed suitable for the display is selected.
- S202 Send the to-be-displayed advertisement combination to the user terminal, and the main body advertisement in the to-be-displayed advertisement combination is used for directly displaying on the user page of the user terminal, and the related advertisement in the to-be-displayed advertisement combination is used to display together with the information of the main body advertisement. Responsive to the user's display on the ad page for the input of the subject ad.
- all advertisements matching the same are recalled according to the user attribute of the currently accessed user.
- the advertisement recalls, that is, according to the user attribute, the subset of advertisements whose attribute requirements match is retrieved from all the advertisement candidate sets participating in the auction.
- Each advertisement combination is composed of one main body advertisement and at least one related advertisement.
- the main body advertisement Matches the attribute parameters and association rules of the associated ad.
- the first preset policy for selecting an advertisement combination from the plurality of advertisement combinations may be: selecting an advertisement combination with the largest estimated total revenue as the advertisement combination to be displayed.
- the estimated total revenue of the advertisement combination of the one-hop advertisement and the two-hop advertisement may be calculated according to the user click amount of the one-hop advertisement and the estimated total income of the two-hop advertisement.
- the subject advertisement for example, selecting the subject advertisement with the highest bid
- the selected attribute is selected Matching ads and recalls
- the recalled subject and associated ads form a portfolio of ads to be displayed.
- a one-hop main advertisement is selected first, and when the user clicks to jump to the advertisement page, a plurality of related advertisements that match the user attribute and the subject advertisement matching rule are selected.
- the subject advertisement in the display advertisement combination is charged according to the click behavior; and the related advertisement in the display advertisement combination is charged according to the transaction behavior; the charge amount of the associated advertisement is proportionally distributed to the seller of the main advertisement.
- one-hop/two-hop charging is performed separately for the main body advertisement and the associated advertisement, and the one-hop and two-hop charging methods are not limited.
- one hop can be charged according to the click, and two hops can be converted according to the transaction. Wait.
- the fee charged for the associated advertisement two-hop charge
- a part of the issuer that is issued to the corresponding subject advertisement may be used as an introduction fee.
- Remuneration rules can be agreed upon prior to delivery, for example, at a fixed rate (eg, 20% of all associated advertising costs), or the distribution rate increases stepwise as associated advertising charges increase (eg, when associated advertising costs ⁇ 1000) In Yuan Dynasty, the distribution ratio is 20%; when the associated advertising fee is ⁇ 1000 yuan, the distribution ratio is 30%, etc.).
- the multi-advertising collaborative delivery method increases the revenue of the advertising platform by simultaneously charging one hop and two hops; at the same time, for large advertisers, encourages the big advertiser by additionally earning the associated advertising fee.
- Traffic sharing motivating large advertisers to create better advertising ideas, thereby improving the user experience of the website; for small advertisers, by placing associated ads, with the help of the main advertising, low-cost goods for high-quality traffic on the advertising page Promotion can increase the display opportunities of small advertisers, improve the effectiveness of delivery, promote the survival and development of small advertisers, balance the relationship between advertisers of different scales, maintain the ecology, and contribute to the long-term development of the advertising platform, and improve the platform revenue. It also guarantees the interests of all advertisers and achieves mutual benefit and mutual benefit.
- FIG. 4a is a flowchart of an embodiment of a method for displaying multiple advertisements according to the present invention.
- the execution body of the method may be a user terminal for logging in to an advertisement platform.
- the multi-advertisement display method includes:
- the page of the user terminal displays the advertisement page.
- the information of the subject advertisement and the associated advertisement are displayed on the advertisement page.
- the related advertisements may be sequentially displayed in descending order of the estimated transaction rate (estimated click rate* estimated turnover conversion rate).
- FIG. 4b is a schematic diagram of an advertisement page in a specific embodiment of a multi-advertisement display method provided by the present invention.
- information of the main advertisement such as the details of the holiday product, and the like, may also be set, such as "immediate purchase” and "collection" of the product.
- an advertisement of an item that may be of interest to the user that is, an associated advertisement in the advertisement combination to be displayed, such as an advertisement for diving, golf, fishing, tennis, and the like, is displayed.
- the multi-advertising display method provided by the embodiment of the present invention can promote the low-cost merchandise of the high-quality traffic on the advertisement page by using the associated advertisement of the main advertisement, and the small advertiser, by means of the drainage effect of the main advertisement, and can increase the commodity of the small advertiser. Display opportunities, improve the effectiveness of the launch, promote the survival and development of small advertisers, balance the relationship between advertisers of different sizes, maintain the ecology, and contribute to the long-term development of the advertising platform.
- the advertisement bidding module 51 is configured to select a to-be-displayed advertisement combination according to a user attribute, where the to-be-displayed advertisement combination is composed of a main body advertisement and at least one associated advertisement; the advertisement display module 52 is configured to send the to-be-displayed advertisement combination to the user terminal,
- the subject advertisement in the to-be-displayed ad combination is used for direct display on the user page of the user terminal, and the associated advertisement in the to-be-displayed ad combination is used to display the advertisement displayed in response to the user's input for the subject advertisement together with the information of the subject advertisement.
- advertisements are classified into: a main advertisement and an associated advertisement according to a delivery type.
- the ad type Before the advertiser serves the ad, the ad type needs to be selected, and the ad's attribute parameters and association rules need to be set.
- the attribute parameters of the advertisement such as the category, brand, style, etc. of the advertisement product, may be manually set by the advertiser, or may be obtained by the system through analysis and analysis of the titles and descriptions of the products sold in the store.
- the association rule is two-way. When the delivery type of the advertisement is the main advertisement, the association rule is a qualification rule for the attribute parameter of the matched related advertisement; when the delivery type of the advertisement is the associated advertisement, the association rule is matching the pair.
- the qualification rules for the attribute parameters of the subject advertisement When the delivery type of the advertisement is the main advertisement, the association rule is a qualification rule for the attribute parameter of the matched related advertisement; when the delivery type of the advertisement is the associated advertisement, the association rule is matching the pair.
- Matching rules can also consider the promotion of goods in categories, brands, styles and other factors.
- the advertiser needs to set other parameters required for promotion, including the targeted label of the advertisement, resource bits, time of day, region, bid, etc., and upload the ideas (ie, billboards) required for promotion.
- the creative level of the subject advertisement is higher, and the creative level of the associated advertisement is lower.
- the advertisement bidding module 51 acquires the user attributes of the user who accesses the current webpage, such as an orientation label for identifying the user category interest, purchasing power, etc., a resource bit accessed by the user, a user's access period, a user's geographic source, and the like. Then, according to the obtained user attributes, combined with the attribute parameters and the association rules of the advertisements to be delivered, the advertisement portfolio to be displayed suitable for the display is selected.
- the selected display advertisement combination includes a main body advertisement and at least one associated advertisement, and the advertisement display module 52 sends the to-be-displayed advertisement combination to the user terminal, and after the user terminal receives the advertisement combination to be displayed, the advertisement is displayed on the user.
- the main advertisement is directly displayed on the page, and the information of the main advertisement and the related advertisement are displayed on the advertisement page displayed after the user inputs the main advertisement (for example, the user clicks on the main advertisement).
- FIG. 6 is a schematic structural diagram of another embodiment of a multi-advertising collaborative delivery device according to the present invention, which can be used to perform the method steps shown in FIG. 3.
- the advertisement bidding module 51 may include an advertisement recalling sub-module 511, an advertisement matching sub-module 512, and a preferred sub-module 513.
- the advertisement recalling sub-module 511 is configured to recall all advertisements that match the user attribute;
- the advertisement matching sub-module 512 is configured to perform matching operations on each advertisement according to the attribute parameters and association rules of each of the recalled advertisements, and generate multiple advertisement combinations.
- Each ad combination is composed of a main body advertisement and at least one associated advertisement.
- the attribute parameters of the subject advertisement and the associated advertisement and the association rule match each other; the preferred sub-module 513 is configured to use the first preset policy according to the first preset policy. Select one of the multiple ad combinations as the ad group to be displayed.
- the advertisement bidding module 51 may further include: a main body advertisement recalling sub-module 514, an associated advertisement recalling sub-module 515, and a combination sub-module 516.
- the main body advertisement recalling sub-module 514 is configured to select the main body advertisement according to the second preset policy, and recall;
- the associated advertisement recall sub-module 515 is used for all related advertisements matching the main body advertisement recalled by the main body advertisement recalling sub-module 514.
- the advertisement matching the user attribute is selected and recalled;
- the combination sub-module 516 is configured to compose the subject advertisement and the associated advertisement to be displayed by the subject advertisement recall sub-module 514 and the associated advertisement recall sub-module 515.
- the multi-advertising cooperative delivery device may further include: an advertisement charging module 61, configured to charge each advertisement.
- the advertisement charging module 61 includes an advertisement charging sub-module 611 and a drainage payment issuing sub-module 612.
- the advertisement charging sub-module 611 is configured to treat the subject advertisement in the advertisement combination, and charge according to the click behavior; and treat the associated advertisement in the display advertisement combination, and charge according to the transaction behavior; and the drainage reward issuing sub-module 612 is used for advertising
- the charge sub-module 611 allocates the charge amount charged to the associated advertisement to the payer of the subject advertisement in proportion.
- Remuneration rules can be agreed upon prior to delivery, for example, at a fixed rate (eg, 20% of all associated advertising costs), or the distribution rate increases stepwise as associated advertising charges increase (eg, when associated advertising costs ⁇ 1000) In Yuan Dynasty, the distribution ratio is 20%; when the associated advertising fee is ⁇ 1000 yuan, the distribution ratio is 30%, etc.).
- the receiving module 71 is configured to receive a to-be-displayed advertisement combination sent by the server, where the to-be-displayed advertisement combination is determined based on a user attribute, and is composed of a main body advertisement and at least one associated advertisement.
- the subject advertisement and the association are The attribute parameter of the advertisement and the association rule match each other;
- the first display module 72 is configured to display the subject advertisement on the user page;
- the second display module 73 is configured to display the advertisement page after receiving the input of the user for the subject advertisement, and display the advertisement page Information about the subject’s ads and associated ads are displayed on the page.
- the multi-advertising display device provided by the embodiment of the present invention can promote the low-cost merchandise of the high-quality traffic on the advertisement page by using the associated advertisement of the main advertisement, and the small advertiser, by means of the drainage effect of the main advertisement, and can increase the commodity of the small advertiser. Display opportunities, improve the effectiveness of the launch, promote the survival and development of small advertisers, balance the relationship between advertisers of different sizes, maintain the ecology, and contribute to the long-term development of the advertising platform.
- the memory 81 is used to store a program. In addition to the above described procedures, the memory 81 can also be configured to store other various data to support operation on the electronic device. Examples of such data include instructions for any application or method operating on an electronic device, contact data, phone book data, messages, pictures, videos, and the like.
- the to-be-displayed ad combination consisting of a subject advertisement and at least one associated advertisement;
- the main body advertisement in the to-be-displayed advertising combination is used for direct display on the user page of the user terminal, and the associated advertisement in the to-be-displayed advertising combination is used to display together with the information of the main body advertisement in response
- a power component 84 provides power to various components of the electronic device.
- Power component 84 can include a power management system, one or more power sources, and other components associated with generating, managing, and distributing power for the electronic device.
- the audio component 85 is configured to output and/or input an audio signal.
- the audio component 85 includes a microphone (MIC) that is configured to receive an external audio signal when the electronic device is in an operational mode, such as a call mode, a recording mode, and a voice recognition mode.
- the received audio signal may be further stored in memory 81 or transmitted via communication component 83.
- audio component 85 also includes a speaker for outputting an audio signal.
- FIG. 9 is a schematic structural diagram of another embodiment of an electronic device according to the present invention. As shown in FIG. 9, the electronic device includes a memory 91 and a processor 92.
- the memory 91 is used to store a program. In addition to the above described procedures, the memory 91 can also be configured to store various other data to support operations on the electronic device. Examples of such data include instructions for any application or method operating on an electronic device, contact data, phone book data, messages, pictures, videos, and the like.
- the memory 91 can be implemented by any type of volatile or non-volatile storage device or a combination thereof, such as static random access memory (SRAM), electrically erasable programmable read only memory (EEPROM), erasable.
- SRAM static random access memory
- EEPROM electrically erasable programmable read only memory
- EPROM Programmable Read Only Memory
- PROM Programmable Read Only Memory
- ROM Read Only Memory
- Magnetic Memory Flash Memory
- Disk Disk or Optical Disk.
- a processor 92 coupled to the memory 91, executes the program stored by the memory 91 for:
- the to-be-displayed advertisement combination is determined based on a user attribute, and is composed of one subject advertisement and at least one associated advertisement;
- Communication component 93 is configured to facilitate wired or wireless communication between the electronic device and other devices.
- the electronic device can access a wireless network based on a communication standard such as WiFi, 2G or 3G, or a combination thereof.
- the communication component 93 receives broadcast signals or broadcast associated information from an external broadcast management system via a broadcast channel.
- the communication component 93 also includes a near field communication (NFC) module to facilitate short range communication.
- NFC near field communication
- the NFC module can be implemented based on radio frequency identification (RFID) technology, infrared data association (IrDA) technology, ultra-wideband (UWB) technology, Bluetooth (BT) technology, and other technologies.
- RFID radio frequency identification
- IrDA infrared data association
- UWB ultra-wideband
- Bluetooth Bluetooth
- a power supply assembly 94 provides power to various components of the electronic device.
- Power component 94 can include a power management system, one or more power sources, and other components associated with generating, managing, and distributing power for the electronic device.
- the audio component 95 is configured to output and/or input an audio signal.
- the audio component 95 includes a microphone (MIC) that is configured to receive an external audio signal when the electronic device is in an operational mode, such as a call mode, a recording mode, and a voice recognition mode.
- the received audio signal may be further stored in memory 91 or transmitted via communication component 93.
- audio component 95 also includes a speaker for outputting an audio signal.
- the display 96 includes a screen whose screen may include a liquid crystal display (LCD) and a touch panel (TP). If the screen includes a touch panel, the screen can be implemented as a touch screen to receive input signals from the user.
- the touch panel includes one or more touch sensors to sense touches, slides, and gestures on the touch panel. The touch sensor may sense not only the boundary of the touch or sliding action, but also the duration and pressure associated with the touch or slide operation.
- the aforementioned program can be stored in a computer readable storage medium.
- the program when executed, performs the steps including the foregoing method embodiments; and the foregoing storage medium includes various media that can store program codes, such as a ROM, a RAM, a magnetic disk, or an optical disk.
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Abstract
一种多广告协同投放、展示方法和装置以及电子设备。该方法包括:根据用户属性,选取待展示广告组合,所述待展示广告组合由一个主体广告和至少一个关联广告组成;将所述待展示广告组合发送至用户终端。该方法通过将主体广告与关联广告相组合,使得小广告主投放的关联广告能够借助大广告主投放的主体广告的引流作用进行推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡了不同规模广告主的关系,维系了平台生态,有利于广告平台的长远发展。
Description
本申请要求2018年05月16日递交的申请号为201810469551.0、发明名称为“多广告协同投放、展示方法和装置以及电子设备”的中国专利申请的优先权,其全部内容通过引用结合在本申请中。
本发明涉及互联网技术领域,尤其涉及一种多广告协同投放、展示方法和装置以及电子设备。
实时竞价(Real Time Bidding;简称:RTB)展示广告是目前主流的互联网营销推广方式之一,广告主针对希望触达的受众进行实时竞价,将自己的创意图片展示给竞得的流量(即,访问网站广告位的用户),进行品牌宣传或者吸引用户点击这些广告进入商品页进行交易。RTB展示广告能够让广告主精准定向目标人群,可大幅提升投放的效果。展示广告可以分为一跳广告和二跳广告。用户登录某个网站后用户页面上默认展示的资源位(广告显示区域)为一跳资源位,一跳资源位上展示的广告称为一跳广告。用户点击一跳广告会进入的页面称为二跳页面,如果二跳页面上有资源位,则称这些资源位为二跳资源位,二跳资源位上展示的广告称为二跳广告。
目前RTB展示广告的收费模式主要包括:一跳收费模式和一跳免费二跳收费模式。一跳收费模式是指,在一跳资源位上展示创意,当用户点击广告创意之后,直接跳转到该广告主指定的网页,如商品详情页、店铺首页等,广告主针对一跳流量付费(按展示、点击、成交等);一跳免费二跳收费模式是指,在一跳资源位上展示免费创意(例如双11活动期间,由购物网站制作的活动会场宣传图片),点击该创意后跳转到二跳页面,二跳页面上包括多个二跳资源位,分别展示多家广告主的广告创意,一跳不对广告主收费(只负责引流,不产生盈利),只对二跳有广告展示的广告主进行收费。
由于一些优质一跳资源位的位置显著,会直接影响网站的用户体验,因此网站对于优质资源位(例如,网站首页顶部的大图资源位)的广告创意等级有硬性要求,需要创意审核通过才允许投放。相比较于小广告主,大广告主的广告创意通常质量较高,则能够获得更高的平均点击率,且更容易满足广告平台对于优质一跳资源位在创意等级方面的投放门槛。
发明人在实现本发明的过程中,发现现有技术至少存在如下问题:现有的广告平台中,很多优质流量(具有更高购买力、更强购物活跃程度和对某类目的兴趣强度的用户)长期被大广告主独享,导致小广告主发展存在瓶颈,不利于广告平台的生态平衡。
发明内容
本发明实施例提供一种多广告协同投放、展示方法和装置以及电子设备,以解决现有技术中优质流量被大广告主独享的缺陷,平衡不同规模广告主的关系,维系广告平台的生态平衡。
为达到上述目的,本发明实施例提供了一种多广告协同投放方法,所述广告按投放类型分为:主体广告和关联广告,所述方法包括:
根据用户属性,选取待展示广告组合,所述待展示广告组合由一个主体广告和至少一个关联广告组成;
将所述待展示广告组合发送至用户终端,所述待展示广告组合中的主体广告用于直接展示在所述用户终端的用户页面上,所述待展示广告组合中的关联广告用于与所述主体广告的信息一起展示在响应于用户针对所述主体广告的输入而显示的广告页面上。
本发明实施例还提供了一种多广告展示方法,包括:
接收服务器发送的待展示广告组合,所述待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成;
在用户页面上直接展示所述主体广告;
在接收到用户针对所述主体广告的输入后,显示广告页面;
在所述广告页面上展示所述主体广告的信息以及所述关联广告。
本发明实施例还提供了一种多广告协同投放装置,所述广告按投放类型分为:主体广告和关联广告,所述装置包括:
广告竞价模块,用于根据用户属性,选取待展示广告组合,所述待展示广告组合由一个主体广告和至少一个关联广告组成;
广告展示模块,用于将所述待展示广告组合发送至用户终端,所述待展示广告组合中的主体广告用于直接展示在所述用户终端的用户页面上,所述待展示广告组合中的关联广告用于与所述主体广告的信息一起展示在响应于用户针对所述主体广告的输入而显示的广告页面上。
本发明实施例还提供了一种多广告展示装置,包括:
接收模块,用于接收服务器发送的待展示广告组合,所述待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成;
第一展示模块,用于在用户页面上直接展示所述主体广告;
第二展示模块,用于在接收到用户针对所述主体广告的输入后,显示广告页面,并在所述广告页面上展示所述主体广告的信息以及所述关联广告。
本发明实施例还提供一种电子设备,包括:
存储器,用于存储程序;
处理器,用于运行所述存储器中存储的所述程序,以用于:
根据用户属性,选取待展示广告组合,所述待展示广告组合由一个主体广告和至少一个关联广告组成;
将所述待展示广告组合发送至用户终端,所述待展示广告组合中的主体广告用于直接展示在所述用户终端的用户页面上,所述待展示广告组合中的关联广告用于与所述主体广告的信息一起展示在响应于用户针对所述主体广告的输入而显示的广告页面上。
本发明实施例还提供一种电子设备,包括:
存储器,用于存储程序;
处理器,用于运行所述存储器中存储的所述程序,以用于:
接收服务器发送的待展示广告组合,所述待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成;
在用户页面上直接展示所述主体广告;
在接收到用户针对所述主体广告的输入后,显示广告页面;
在所述广告页面上展示所述主体广告的信息以及所述关联广告。
本发明实施例提供的多广告协同投放、展示方法和装置以及电子设备,通过将主体广告与关联广告相组合,使得小广告主投放的关联广告能够借助大广告主投放的主体广告的引流作用进行推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡了不同规模广告主的关系,维系了平台生态,有利于广告平台的长远发展。
上述说明仅是本发明技术方案的概述,为了能够更清楚了解本发明的技术手段,而可依照说明书的内容予以实施,并且为了让本发明的上述和其它目的、特征和优点能够更明显易懂,以下特举本发明的具体实施方式。
通过阅读下文优选实施方式的详细描述,各种其他的优点和益处对于本领域普通技术人员将变得清楚明了。附图仅用于示出优选实施方式的目的,而并不认为是对本申请的限制。而且在整个附图中,用相同的参考符号表示相同的部件。在附图中:
图1为本发明实施例提供的业务***的***框图;
图2为本发明提供的多广告协同投放方法一个实施例的流程图;
图3为本发明提供的多广告协同投放方法另一个实施例的流程图;
图4a为本发明提供的多广告展示方法实施例的流程图;
图4b为本发明提供的多广告展示方法具体实施例中广告页面的示意图;
图5为本发明提供的多广告协同投放装置一个实施例的结构示意图;
图6为本发明提供的多广告协同投放装置另一个实施例的结构示意图;
图7为本发明提供的多广告展示装置实施例的结构示意图;
图8为本发明提供的电子设备一个实施例的结构示意图;
图9为本发明提供的电子设备另一个实施例的结构示意图。
下面将参照附图更详细地描述本公开的示例性实施例。虽然附图中显示了本公开的示例性实施例,然而应当理解,可以以各种形式实现本公开而不应被这里阐述的实施例所限制。相反,提供这些实施例是为了能够更透彻地理解本公开,并且能够将本公开的范围完整的传达给本领域的技术人员。
本申请提出了一种基于流量共享的多广告协同投放的解决方案,其主要原理是:将广告主投放的广告分为主体广告和关联广告两种,根据当前流量的属性(即,访问当前网站的用户的用户属性)以及各广告的属性参数与关联规则,在众多待投放广告中选取出待展示广告组合,该待展示广告组合由相互匹配的一个主体广告和至少一个关联广告组成。在对待展示广告组合进行投放展示时,可以将主体广告在用户页面上进行展示,当用户针对主体广告进行输入(例如,点击主体广告)后进广告页面,则在广告页面中同时展现主体广告的信息以及多个关联广告。同时,平台可以对主体广告和关联广告分别进行一跳/二跳收费。为了奖励主体广告的引流贡献,平台还可以将二跳费用中的一部分作为酬劳发放给主体广告主。平台可以根据某种优化目标(如,平台收益最大化、广告主总体转化率最大、用户体验最佳等)进行待展示广告组合的选取。通过对一跳、二 跳同时收费,提高了广告平台的收入;同时,对于大广告主,通过额外赚取关联广告费用的方式,鼓励大广告主进行流量共享、激励大广告主制作出更好的广告创意,从而提高网站的用户体验;对于小广告主,通过投放关联广告,借助主体广告的引流作用,在二跳页面对优质流量进行低成本商品推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡不同规模广告主的关系,维系生态,有利于广告平台的长远发展,既提高平台收入,又保证各广告主利益,实现了多方互赢互利。
本发明实施例提供的方法可应用于任何具有广告投放能力的业务***。图1为本发明实施例提供的业务***的***框图,图1所示的结构仅仅是本发明的技术方案可以应用的业务***的示例之一,该业务***可以用来执行下述图2和图3所示的处理流程。如图1所示,业务***包括:广告竞价模块和广告展示模块。广告竞价模块根据当前的用户属性(如,定向标签、资源位、时段、地域等),选取待展示广告组合,该待展示广告组合由一个主体广告和至少一个关联广告组成,在该待展示广告组合中,主体广告与关联广告的属性参数与关联规则相互匹配;然后,广告展示模块将待展示广告组合发送至用户终端,待展示广告组合中的主体广告用于直接展示在用户终端的用户页面上,待展示广告组合中的关联广告用于与主体广告的信息一起展示在响应于用户针对主体广告的输入而显示的广告页面上。具体地,广告竞价模块可以包括:广告召回子模块、广告匹配子模块和优选子模块。另外,在本发明实施例提供的业务***中,还包括:推广参数设置模块和广告计费模块。广告主在投放共享广告之前,需要在广告平台的推广参数设置模块上进行一系列参数设置,选择广告的投放类型(主体广告/关联广告),设置主体广告与关联广告的属性参数(如,商品类目、商品品牌、商品风格等)和匹配规则(在属性参数方面的规则要求),以及设置其它推广参数(如,定向标签、资源位、出价、创意等)。广告计费模块对展示的主体广告进行按照点击行为进行收费,以及对展示的关联广告按照成交行为进行收费;同时,可以将对关联广告的收费金额按比例分配给主体广告的投放方。具体地,推广参数设置模块可以包括:广告类型选择子模块、匹配规则设置子模块和其它参数设置子模块。广告计费模块包括:广告收费子模块和引流酬劳发放子模块。该多广告协同投放方案,能够平衡不同规模广告主的关系,维系广告平台生态,有利于平台的长远发展,既提高平台收入,又保证各广告主利益,实现了多方互赢互利。
上述实施例是对本发明实施例的技术原理和示例性的应用框架的说明,下面通过多 个实施例来进一步对本发明实施例具体技术方案进行详细描述。
实施例一
图2为本发明提供的多广告协同投放方法一个实施例的流程图,该方法的执行主体可以为上述业务***,也可以为广告平台的服务器。如图2所示,该多广告协同投放方法包括如下步骤:
S201,根据用户属性,选取待展示广告组合,该待展示广告组合由一个主体广告和至少一个关联广告组成。
在本发明实施例中,广告按投放类型分为:主体广告和关联广告。广告主在投放广告之前,需要选择投放类型,同时需要设置广告的属性参数与关联规则。广告的属性参数,如,广告商品的类目、品牌、风格等,可以由广告主手动设置,也可以由***通过对店铺内所售商品的标题、描述等数据分析归纳得到。关联规则是双向的,当广告的投放类型为主体广告时,其关联规则为对相匹配的关联广告的属性参数的限定规则;当广告的投放类型为关联广告时,其关联规则为对相匹配的主体广告的属性参数的限定规则。匹配规则也可以考虑推广商品在类目、品牌、风格等多方面因素。同时,广告主需要设置推广所需的其它参数,包括广告的定向标签、资源位、时段、地域、出价等,并上传推广所需的创意(即,广告牌)。通常情况下,主体广告的创意等级要求较高,关联广告的创意等级要求较低。
首先,获取访问当前网页的用户的用户属性,如,用于标识用户类目兴趣、购买力等的定向标签、用户访问的资源位、用户的访问时段、用户的地域来源等。然后,根据获取到的用户属性,结合各待投放的广告的属性参数和关联规则,选取出适合投放展示的待展示广告组合。
S202,将待展示广告组合发送至用户终端,待展示广告组合中的主体广告用于直接展示在用户终端的用户页面上,待展示广告组合中的关联广告用于与主体广告的信息一起展示在响应于用户针对主体广告的输入而显示的广告页面上。
在本发明实施例中,当用户终端接收到待展示广告组合后,对各广告进行展示,在用户页面上直接展示主体广告,在用户针对主体广告进行输入(例如,用户点击主体广告)后显示的广告页面上展示主体广告的信息以及关联广告等。
本发明实施例提供的多广告协同投放方法,通过将主体广告与关联广告相组合,使得小广告主投放的关联广告能够借助大广告主投放的主体广告的引流作用进行推广,能 够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡不同规模广告主的关系,维系生态,有利于广告平台的长远发展。
实施例二
图3为本发明提供的多广告协同投放方法另一个实施例的流程图。如图3所示,在上述图2所示实施例的基础上,本实施例提供的多广告协同投放方法还可以包括以下步骤:
S301,召回与用户属性相匹配的所有广告。
在本发明实施例中,首先,根据当前访问用户的用户属性,将与之匹配的所有广告召回。广告召回,即,根据用户属性,从所有参与竞价的广告候选集合中检索出属性需求匹配的广告子集。
S302,根据召回的各广告的属性参数和关联规则,对各广告进行匹配操作,生成多个广告组合,每个广告组合由一个主体广告和至少一个关联广告组成,在各广告组合中,主体广告与关联广告的属性参数与关联规则相互匹配。
举例说明,假设各广告主在投放广告时对“属性”、“投放类型”和“匹配规则”的设置如下表,其中,符号“OR”表示“或”,符号“AND”表示“和”,符号“NOT”表示“非”,如下表1所示:
表1
那么,经过主体广告与关联广告的属性及匹配规则之间的双向匹配,生成相匹配的广告集合如下表2所示:
表2
序号 | 主体广告主 | 匹配的关联广告主集合 |
1 | AA汽车官方旗舰店 | AA汽车配饰专卖店 |
2 | OY女鞋专卖店 | XYZ女装专卖店 |
需要说明的是,广告主之间如果存在商业竞争关系,可能会缺乏流量共享广告协同的意愿。因此本方案更适用于主体广告的投放方和关联广告的投放方不存在直接商业竞争的情况。比如,主体广告的投放方和关联广告的投放方属于互补类目(如,家具、厨卫、家电等),或者对应不同的销货渠道(如,线下品牌、网上电商等)。具体的匹配规则可由广告主灵活设置。
S303,根据第一预设策略,在多个广告组合中选取一个作为待展示广告组合。
在本发明实施例中,用于从多个广告组合中选取广告组合的第一预设策略可以为:选取预估总收益最大的广告组合,作为待展示广告组合。具体地,可以根据一跳广告的用户点击收费额度和二跳广告的预估总收益,来计算该一跳广告和二跳广告的广告组合的预估总收益。
另一方面,除了采取上述同步选出主体广告和关联广告的方式外,也可以进行分步挑选。具体地,可以根据第二预设策略,选取主体广告(如,选取出价最高的主体广告),并召回;然后,在与召回的主体广告相匹配的所有关联广告中,选出与用户属性相匹配的广告,并召回;最后,将召回的主体广告和关联广告组成待展示广告组合。本方案中,先选出一跳主体广告,当用户点击跳转到广告页面之后,再选出和用户属性以及主体广告匹配规则同时匹配的多个关联广告。
S304,将待展示广告组合发送至用户终端。
在本发明实施例中,当用户终端接收到待展示广告组合后,对各广告进行展示,如在用户页面上直接展示主体广告的创意(广告牌),当用户点击主体广告创意时,页面跳转到广告页面,在广告页面中上展示主体广告的信息以及各关联广告。具体地,可以在广告页面的关联广告区域上,按照预估成交率(预估点击率*预估成交转化率)由高到低的顺序,对关联广告进行顺序展示,使得预估成交率较高的广告排在较为显著的位置,从而提高投放效果。
S305,对待展示广告组合中的主体广告,按照点击行为进行收费;以及对待展示广告组合中的关联广告,按照成交行为进行收费;将对关联广告的收费金额按比例分配给主体广告的投放方。
在本发明实施例中,对主体广告和关联广告分别进行一跳/二跳收费,一跳、二跳的计费方式不限,例如,一跳可以按照点击收费,二跳可以按照成交转化收费等。对关联广告收取的费用(二跳收费),可以将一部分发放给对应的主体广告的投放方作为引流酬劳。酬劳发放规则可以在投放之前约定好,比如,按固定比例发放(如,所有关联广告费用的20%),或者发放比例随着关联广告收费增加而阶梯式增长(如,当关联广告费用<1000元时,发放比例为20%;当关联广告费用≥1000元时,发放比例为30%等)。
本发明实施例提供的多广告协同投放方法,通过对一跳、二跳同时收费,提高了广告平台的收入;同时,对于大广告主,通过额外赚取关联广告费用的方式,鼓励大广告主进行流量共享、激励大广告主制作出更好的广告创意,从而提高网站的用户体验;对于小广告主,通过投放关联广告,借助主体广告的引流作用,在广告页面对优质流量进行低成本商品推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡不同规模广告主的关系,维系生态,有利于广告平台的长远发展,既提高平台收入,又保证各广告主利益,实现了多方互赢互利。
实施例三
图4a为本发明提供的多广告展示方法实施例的流程图,该方法的执行主体可以为用于登录广告平台的用户终端。如图4a所示,该多广告展示方法包括:
S401,接收服务器发送的待展示广告组合。
在本发明实施例中,待展示广告组合是服务器基于用户属性而确定的,该待展示广告组合由一个主体广告和至少一个关联广告组成,在该待展示广告组合中,主体广告与 关联广告的属性参数与关联规则相互匹配。
S402,在用户页面上直接展示主体广告。
在本发明实施例中,用户终端可以根据接收到的待展示广告组合,生成布局数据,该布局数据用于指示待展示广告组合在用户页面上的展示布局。然后,根据布局数据,在用户页面上直接展示服务器发送的待展示广告组合中的主体广告。
S403,在接收到用户针对主体广告的输入后,显示广告页面。
S404,在广告页面上展示主体广告的信息以及关联广告。
当用户在用户页面上针对主体广告进行输入(例如,用户点击主体广告)后,用户终端的页面显示广告页面。此时,在广告页面上展示主体广告的信息以及关联广告。具体地,可以按照预估成交率(预估点击率*预估成交转化率)由高到低的顺序,对各关联广告进行顺序展示。
举例说明,用户终端根据布局数据,在用户页面上展示的主体广告为“XX城市5天4晚度假游”。当用户点击该主体广告后,页面跳入到广告页面。图4b为本发明提供的多广告展示方法具体实施例中广告页面的示意图。如图4b所示,在广告页面的主体广告区域,展示主体广告的信息,如,该度假商品的详情等,还可以设置针对该商品的“立即购买”和“收藏”等按钮。在广告页面的关联广告区域,则展示用户可能感兴趣的商品的广告,即,待展示广告组合中的关联广告,如,潜水、高尔夫、钓鱼、网球等商品的广告。
本发明实施例提供的多广告展示方法,通过投放主体广告的关联广告,对于小广告主,借助主体广告的引流作用,在广告页面对优质流量进行低成本商品推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡不同规模广告主的关系,维系生态,有利于广告平台的长远发展。
实施例四
图5为本发明提供的多广告协同投放装置一个实施例的结构示意图,可用于执行如图2所示的方法步骤。如图5所示,该装置可以包括:广告竞价模块51和广告展示模块52。
其中,广告竞价模块51用于根据用户属性,选取待展示广告组合,该待展示广告组合由一个主体广告和至少一个关联广告组成;广告展示模块52用于将待展示广告组合发送至用户终端,待展示广告组合中的主体广告用于直接展示在用户终端的用户页面上, 待展示广告组合中的关联广告用于与主体广告的信息一起展示在响应于用户针对主体广告的输入而显示的广告页面上。
在本发明实施例中,广告按投放类型分为:主体广告和关联广告。广告主在投放广告之前,需要选择投放类型,同时需要设置广告的属性参数与关联规则。广告的属性参数,如,广告商品的类目、品牌、风格等,可以由广告主手动设置,也可以由***通过对店铺内所售商品的标题、描述等数据分析归纳得到。关联规则是双向的,当广告的投放类型为主体广告时,其关联规则为对相匹配的关联广告的属性参数的限定规则;当广告的投放类型为关联广告时,其关联规则为对相匹配的主体广告的属性参数的限定规则。匹配规则也可以考虑推广商品在类目、品牌、风格等多方面因素。同时,广告主需要设置推广所需的其它参数,包括广告的定向标签、资源位、时段、地域、出价等,并上传推广所需的创意(即,广告牌)。通常情况下,主体广告的创意等级要求较高,关联广告的创意等级要求较低。
首先,广告竞价模块51获取访问当前网页的用户的用户属性,如,用于标识用户类目兴趣、购买力等的定向标签、用户访问的资源位、用户的访问时段、用户的地域来源等。然后,根据获取到的用户属性,结合各待投放的广告的属性参数和关联规则,选取出适合投放展示的待展示广告组合。选取出的待展示广告组合包括一个主体广告和至少一个关联广告,广告展示模块52将待展示广告组合发送至用户终端,当用户终端接收到待展示广告组合后,对各广告进行展示,在用户页面上直接展示主体广告,在用户针对主体广告进行输入(例如,用户点击主体广告)后显示的广告页面上展示主体广告的信息以及关联广告等。
本发明实施例提供的多广告协同投放装置,通过将主体广告与关联广告相组合,使得小广告主投放的关联广告能够借助大广告主投放的主体广告的引流作用进行推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡不同规模广告主的关系,维系生态,有利于广告平台的长远发展。
实施例五
图6为本发明提供的多广告协同投放装置另一个实施例的结构示意图,可用于执行如图3所示的方法步骤。如图6所示,在上述图5所示实施例的基础上,广告竞价模块51可以包括:广告召回子模块511、广告匹配子模块512和优选子模块513。其中,广告召回子模块511用于召回与用户属性相匹配的所有广告;广告匹配子模块512用于根 据召回的各广告的属性参数和关联规则,对各广告进行匹配操作,生成多个广告组合,每个广告组合由一个主体广告和至少一个关联广告组成,在各广告组合中,主体广告与关联广告的属性参数与关联规则相互匹配;优选子模块513用于根据第一预设策略,在多个广告组合中选取一个作为待展示广告组合。
在本发明实施例中,首先,广告召回子模块511根据当前访问用户的用户属性,将与之匹配的所有广告召回。广告召回,即,根据用户属性,从所有参与竞价的广告候选集合中检索出属性需求匹配的广告子集。然后,广告匹配子模块512根据广告召回子模块511召回的各广告的属性参数和关联规则,对各广告进行匹配操作,生成多个广告组合。需要说明的是,广告主之间如果存在商业竞争关系,可能会缺乏流量共享广告协同的意愿。因此本方案更适用于主体广告的投放方和关联广告的投放方不存在直接商业竞争的情况。比如,主体广告的投放方和关联广告的投放方属于互补类目(如,家具、厨卫、家电等),或者对应不同的销货渠道(如,线下品牌、网上电商等)。具体的匹配规则可由广告主灵活设置。最后,优选子模块513根据第一预设策略,在广告匹配子模块512生成的多个广告组合中选取一个作为待展示广告组合。
进一步地,优选子模块413可以选取预估总收益最大的广告组合,作为待展示广告组合。具体地,可以根据一跳广告的用户点击收费额度和二跳广告的预估总收益,来计算该一跳广告和二跳广告的广告组合的预估总收益。
另一方面,除了采取上述同步选出主体广告和关联广告的方式外,也可以进行分步挑选。具体地,广告竞价模块51还可以包括:主体广告召回子模块514、关联广告召回子模块515和组合子模块516。其中,主体广告召回子模块514用于根据第二预设策略,选取主体广告,并召回;关联广告召回子模块515用于在与主体广告召回子模块514召回的主体广告相匹配的所有关联广告中,选出与用户属性相匹配的广告,并召回;组合子模块516用于将主体广告召回子模块514和关联广告召回子模块515召回的主体广告和关联广告组成待展示广告组合。
本方案中,主体广告召回子模块514先选出一跳主体广告,当用户点击跳转到广告页面之后,关联广告召回子模块515再选出和用户属性以及主体广告匹配规则同时匹配的多个关联广告。
更进一步地,本发明实施例提供的多广告协同投放装置还可以包括:广告计费模块61,用于对各广告进行计费。该广告计费模块61包括:广告收费子模块611和引流酬劳发放子模块612。其中,广告收费子模块611用于对待展示广告组合中的主体广告,按 照点击行为进行收费;以及对待展示广告组合中的关联广告,按照成交行为进行收费;引流酬劳发放子模块612用于将广告收费子模块611对关联广告收取的收费金额按比例分配给主体广告的投放方。
在本发明实施例中,广告收费子模块611对主体广告和关联广告分别进行一跳/二跳收费,一跳、二跳的计费方式不限,例如,一跳可以按照点击收费,二跳可以按照成交转化收费等。对关联广告收取的费用(二跳收费),引流酬劳发放子模块612可以将一部分发放给对应的主体广告的投放方作为引流酬劳。酬劳发放规则可以在投放之前约定好,比如,按固定比例发放(如,所有关联广告费用的20%),或者发放比例随着关联广告收费增加而阶梯式增长(如,当关联广告费用<1000元时,发放比例为20%;当关联广告费用≥1000元时,发放比例为30%等)。
本发明实施例提供的多广告协同投放装置,通过对一跳、二跳同时收费,提高了广告平台的收入;同时,对于大广告主,通过额外赚取关联广告费用的方式,鼓励大广告主进行流量共享、激励大广告主制作出更好的广告创意,从而提高网站的用户体验;对于小广告主,通过投放关联广告,借助主体广告的引流作用,在广告页面对优质流量进行低成本商品推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡不同规模广告主的关系,维系生态,有利于广告平台的长远发展,既提高平台收入,又保证各广告主利益,实现了多方互赢互利。
实施例六
图7为本发明提供的多广告展示装置实施例的结构示意图,可用于执行如图4a所示的方法步骤。如图7所示,该装置可以包括:接收模块71、第一展示模块72和第二展示模块73。
其中,接收模块71用于接收服务器发送的待展示广告组合,该待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成,在待展示广告组合中,主体广告与关联广告的属性参数与关联规则相互匹配;第一展示模块72用于在用户页面上展示主体广告;第二展示模块73用于在接收到用户针对主体广告的输入后,显示广告页面,并在广告页面上展示主体广告的信息以及关联广告。
在本发明实施例中,当接收模块71接收服务器发送的待展示广告组合后,第一展示模块72在用户页面上直接展示服务器发送的待展示广告组合中的主体广告。接收到用户针对主体广告的输入后,第二展示模块73在显示广告页面后,在广告页面上展示主体广 告的信息以及关联广告。具体地,第二展示模块73可以按照预估成交率(预估点击率*预估成交转化率)由高到低的顺序,对各关联广告进行顺序展示。
另外,用户终端还可以根据接收到的待展示广告组合,生成布局数据,该布局数据用于指示待展示广告组合在用户页面上的展示布局。第一展示模块72和第二展示模块73可以根据布局数据,展示各广告。
本发明实施例提供的多广告展示装置,通过投放主体广告的关联广告,对于小广告主,借助主体广告的引流作用,在广告页面对优质流量进行低成本商品推广,能够增加小广告主的商品展示机会,提高投放效果,促进小广告主的存活和发展,从而平衡不同规模广告主的关系,维系生态,有利于广告平台的长远发展。
实施例七
以上描述了多广告协同投放装置的内部功能和结构,该装置可实现为一种电子设备。图8为本发明提供的电子设备一个实施例的结构示意图。如图8所示,该电子设备包括存储器81和处理器82。
存储器81,用于存储程序。除上述程序之外,存储器81还可被配置为存储其它各种数据以支持在电子设备上的操作。这些数据的示例包括用于在电子设备上操作的任何应用程序或方法的指令,联系人数据,电话簿数据,消息,图片,视频等。
存储器81可以由任何类型的易失性或非易失性存储设备或者它们的组合实现,如静态随机存取存储器(SRAM),电可擦除可编程只读存储器(EEPROM),可擦除可编程只读存储器(EPROM),可编程只读存储器(PROM),只读存储器(ROM),磁存储器,快闪存储器,磁盘或光盘。
处理器82,与存储器81耦合,执行存储器81所存储的程序,以用于:
根据用户属性,选取待展示广告组合,该待展示广告组合由一个主体广告和至少一个关联广告组成;
将待展示广告组合发送至用户终端,待展示广告组合中的主体广告用于直接展示在用户终端的用户页面上,待展示广告组合中的关联广告用于与主体广告的信息一起展示在响应于用户针对主体广告的输入而显示的广告页面上。
进一步,如图8所示,电子设备还可以包括:通信组件83、电源组件84、音频组件85、显示器86等其它组件。图8中仅示意性给出部分组件,并不意味着电子设备只包括图8所示组件。
通信组件83被配置为便于电子设备和其他设备之间有线或无线方式的通信。电子设备可以接入基于通信标准的无线网络,如WiFi,2G或3G,或它们的组合。在一个示例性实施例中,通信组件83经由广播信道接收来自外部广播管理***的广播信号或广播相关信息。在一个示例性实施例中,所述通信组件83还包括近场通信(NFC)模块,以促进短程通信。例如,在NFC模块可基于射频识别(RFID)技术,红外数据协会(IrDA)技术,超宽带(UWB)技术,蓝牙(BT)技术和其他技术来实现。
电源组件84,为电子设备的各种组件提供电力。电源组件84可以包括电源管理***,一个或多个电源,及其他与为电子设备生成、管理和分配电力相关联的组件。
音频组件85被配置为输出和/或输入音频信号。例如,音频组件85包括一个麦克风(MIC),当电子设备处于操作模式,如呼叫模式、记录模式和语音识别模式时,麦克风被配置为接收外部音频信号。所接收的音频信号可以被进一步存储在存储器81或经由通信组件83发送。在一些实施例中,音频组件85还包括一个扬声器,用于输出音频信号。
显示器86包括屏幕,其屏幕可以包括液晶显示器(LCD)和触摸面板(TP)。如果屏幕包括触摸面板,屏幕可以被实现为触摸屏,以接收来自用户的输入信号。触摸面板包括一个或多个触摸传感器以感测触摸、滑动和触摸面板上的手势。所述触摸传感器可以不仅感测触摸或滑动动作的边界,而且还检测与所述触摸或滑动操作相关的持续时间和压力。
实施例八
以上描述了多广告协同投放装置的内部功能和结构,该装置可实现为一种电子设备。图9为本发明提供的电子设备另一个实施例的结构示意图。如图9所示,该电子设备包括存储器91和处理器92。
存储器91,用于存储程序。除上述程序之外,存储器91还可被配置为存储其它各种数据以支持在电子设备上的操作。这些数据的示例包括用于在电子设备上操作的任何应用程序或方法的指令,联系人数据,电话簿数据,消息,图片,视频等。
存储器91可以由任何类型的易失性或非易失性存储设备或者它们的组合实现,如静态随机存取存储器(SRAM),电可擦除可编程只读存储器(EEPROM),可擦除可编程只读存储器(EPROM),可编程只读存储器(PROM),只读存储器(ROM),磁存储器,快闪存储器,磁盘或光盘。
处理器92,与存储器91耦合,执行存储器91所存储的程序,以用于:
接收服务器发送的待展示广告组合,该待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成;
在用户页面上直接展示主体广告;
在接收到用户针对该主体广告的输入后,显示广告页面;
在广告页面上展示主体广告的信息以及关联广告。
进一步,如图9所示,电子设备还可以包括:通信组件93、电源组件94、音频组件95、显示器96等其它组件。图9中仅示意性给出部分组件,并不意味着电子设备只包括图9所示组件。
通信组件93被配置为便于电子设备和其他设备之间有线或无线方式的通信。电子设备可以接入基于通信标准的无线网络,如WiFi,2G或3G,或它们的组合。在一个示例性实施例中,通信组件93经由广播信道接收来自外部广播管理***的广播信号或广播相关信息。在一个示例性实施例中,所述通信组件93还包括近场通信(NFC)模块,以促进短程通信。例如,在NFC模块可基于射频识别(RFID)技术,红外数据协会(IrDA)技术,超宽带(UWB)技术,蓝牙(BT)技术和其他技术来实现。
电源组件94,为电子设备的各种组件提供电力。电源组件94可以包括电源管理***,一个或多个电源,及其他与为电子设备生成、管理和分配电力相关联的组件。
音频组件95被配置为输出和/或输入音频信号。例如,音频组件95包括一个麦克风(MIC),当电子设备处于操作模式,如呼叫模式、记录模式和语音识别模式时,麦克风被配置为接收外部音频信号。所接收的音频信号可以被进一步存储在存储器91或经由通信组件93发送。在一些实施例中,音频组件95还包括一个扬声器,用于输出音频信号。
显示器96包括屏幕,其屏幕可以包括液晶显示器(LCD)和触摸面板(TP)。如果屏幕包括触摸面板,屏幕可以被实现为触摸屏,以接收来自用户的输入信号。触摸面板包括一个或多个触摸传感器以感测触摸、滑动和触摸面板上的手势。所述触摸传感器可以不仅感测触摸或滑动动作的边界,而且还检测与所述触摸或滑动操作相关的持续时间和压力。
本领域普通技术人员可以理解:实现上述各方法实施例的全部或部分步骤可以通过程序指令相关的硬件来完成。前述的程序可以存储于一计算机可读取存储介质中。该程序在执行时,执行包括上述各方法实施例的步骤;而前述的存储介质包括:ROM、RAM、 磁碟或者光盘等各种可以存储程序代码的介质。
最后应说明的是:以上各实施例仅用以说明本发明的技术方案,而非对其限制;尽管参照前述各实施例对本发明进行了详细的说明,本领域的普通技术人员应当理解:其依然可以对前述各实施例所记载的技术方案进行修改,或者对其中部分或者全部技术特征进行等同替换;而这些修改或者替换,并不使相应技术方案的本质脱离本发明各实施例技术方案的范围。
Claims (18)
- 一种多广告协同投放方法,其特征在于,所述广告按投放类型分为:主体广告和关联广告,所述方法包括:根据用户属性,选取待展示广告组合,所述待展示广告组合由一个主体广告和至少一个关联广告组成;将所述待展示广告组合发送至用户终端,所述待展示广告组合中的主体广告用于直接展示在所述用户终端的用户页面上,所述待展示广告组合中的关联广告用于与所述主体广告的信息一起展示在响应于用户针对所述主体广告的输入而显示的广告页面上。
- 根据权利要求1所述的多广告协同投放方法,其特征在于,所述根据用户属性,选取待展示广告组合,包括:召回与所述用户属性相匹配的所有广告;根据召回的各广告的属性参数和关联规则,对各广告进行匹配操作,生成多个广告组合,每个所述广告组合由一个主体广告和至少一个关联广告组成,在所述广告组合中,所述主体广告与所述关联广告的属性参数与关联规则相互匹配;根据第一预设策略,在多个所述广告组合中选取一个作为所述待展示广告组合。
- 根据权利要求2所述的多广告协同投放方法,其特征在于,所述根据第一预设策略,在多个所述广告组合中选取一个作为所述待展示广告组合,包括:在多个所述广告组合中,选取预估总收益最大的广告组合,作为所述待展示广告组合。
- 根据权利要求1所述的多广告协同投放方法,其特征在于,所述根据用户属性,选取待展示广告组合,包括:根据第二预设策略,选取主体广告,并召回;在与召回的所述主体广告相匹配的所有关联广告中,选出与用户属性相匹配的广告,并召回;将召回的所述主体广告和所述关联广告组成所述待展示广告组合。
- 根据权利要求4所述的多广告协同投放方法,其特征在于,所述根据第二预设策略,选取主体广告,包括:选取出价最高的主体广告。
- 根据权利要求1至5中任一权利要求所述的多广告协同投放方法,其特征在于,在所述待展示广告组合中,所述主体广告与所述关联广告的属性参数与关联规则相互匹 配,所述关联规则为所述主体广告对相匹配的所述关联广告的属性参数的限定规则,以及所述关联广告对相匹配的所述主体广告的属性参数的限定规则。
- 根据权利要求1至5中任一权利要求所述的多广告协同投放方法,其特征在于,还包括:对所述待展示广告组合中的主体广告,按照点击行为进行收费;以及对所述待展示广告组合中的关联广告,按照成交行为进行收费。
- 根据权利要求7所述的多广告协同投放方法,其特征在于,还包括:将对所述关联广告的收费金额按比例分配给所述主体广告的投放方。
- 一种多广告展示方法,其特征在于,包括:接收服务器发送的待展示广告组合,所述待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成;在用户页面上直接展示所述主体广告;在接收到用户针对所述主体广告的输入后,显示广告页面;在所述广告页面上展示所述主体广告的信息以及所述关联广告。
- 根据权利要求9所述的多广告展示方法,其特征在于,所述在所述广告页面上展示所述主体广告的信息以及所述关联广告,包括:在所述广告页面的关联广告区域,按照预估成交率由高到低的顺序,对所述关联广告进行顺序展示。
- 根据权利要求9所述的多广告展示方法,其特征在于,在所述在用户页面上直接展示所述主体广告之前,还包括:根据接收到的所述待展示广告组合,生成布局数据,所述布局数据用于指示所述待展示广告组合在用户页面上的展示布局。
- 根据权利要求9所述的多广告展示方法,其特征在于,在所述待展示广告组合中,所述主体广告与所述关联广告的属性参数与关联规则相互匹配。
- 一种多广告协同投放装置,其特征在于,所述广告按投放类型分为:主体广告和关联广告,所述装置包括:广告竞价模块,用于根据用户属性,选取待展示广告组合,所述待展示广告组合由一个主体广告和至少一个关联广告组成;广告展示模块,用于将所述待展示广告组合发送至用户终端,所述待展示广告组合中的主体广告用于直接展示在所述用户终端的用户页面上,所述待展示广告组合中的关 联广告用于与所述主体广告的信息一起展示在响应于用户针对所述主体广告的输入而显示的广告页面上。
- 根据权利要求13所述的多广告协同投放装置,其特征在于,所述广告竞价模块包括:广告召回子模块,用于召回与所述用户属性相匹配的所有广告;广告匹配子模块,用于根据召回的各广告的属性参数和关联规则,对各广告进行匹配操作,生成多个广告组合,每个所述广告组合由一个主体广告和至少一个关联广告组成,在所述广告组合中,所述主体广告与所述关联广告的属性参数与关联规则相互匹配;优选子模块,用于根据第一预设策略,在多个所述广告组合中选取一个作为所述待展示广告组合。
- 根据权利要求13所述的多广告协同投放装置,其特征在于,所述广告竞价模块包括:主体广告召回子模块,用于根据第二预设策略,选取主体广告,并召回;关联广告召回子模块,用于在与召回的所述主体广告相匹配的所有关联广告中,选出与用户属性相匹配的广告,并召回;组合子模块,用于将召回的所述主体广告和所述关联广告组成所述待展示广告组合。
- 一种多广告展示装置,其特征在于,包括:接收模块,用于接收服务器发送的待展示广告组合,所述待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成;第一展示模块,用于在用户页面上直接展示所述主体广告;第二展示模块,用于在接收到用户针对所述主体广告的输入后,显示广告页面,并在所述广告页面上展示所述主体广告的信息以及所述关联广告。
- 一种电子设备,其特征在于,包括:存储器,用于存储程序;处理器,用于运行所述存储器中存储的所述程序,以用于:根据用户属性,选取待展示广告组合,所述待展示广告组合由一个主体广告和至少一个关联广告组成;将所述待展示广告组合发送至用户终端,所述待展示广告组合中的主体广告用于直接展示在所述用户终端的用户页面上,所述待展示广告组合中的关联广告用于与所述主 体广告的信息一起展示在响应于用户针对所述主体广告的输入而显示的广告页面上。
- 一种电子设备,其特征在于,包括:存储器,用于存储程序;处理器,用于运行所述存储器中存储的所述程序,以用于:接收服务器发送的待展示广告组合,所述待展示广告组合基于用户属性而确定,且由一个主体广告和至少一个关联广告组成;在用户页面上直接展示所述主体广告;在接收到用户针对所述主体广告的输入后,显示广告页面;在所述广告页面上展示所述主体广告的信息以及所述关联广告。
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CN104933603A (zh) * | 2015-06-30 | 2015-09-23 | 北京奇艺世纪科技有限公司 | 一种广告显示的方法及装置 |
CN105678593A (zh) * | 2016-03-11 | 2016-06-15 | 合一网络技术(北京)有限公司 | 一种视频广告组合竞价投放的方法及*** |
CN105825394A (zh) * | 2016-03-11 | 2016-08-03 | 合网络技术(北京)有限公司 | 一种视频广告组合竞价的方法及*** |
CN106846053A (zh) * | 2017-01-19 | 2017-06-13 | 腾讯科技(深圳)有限公司 | 一种聚合页广告的推荐方法及装置 |
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