Network advertisement effect estimating method and network advertisement effect estimating system

An advertising effect and online advertising technology, applied in the network field, can solve the problems of a single prediction result, different influencing factors, and inability to predict the effect.

Inactive Publication Date: 2011-06-29
SHENZHEN TENCENT COMP SYST CO LTD
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Problems solved by technology

[0004] However, there are many factors that affect the effect of advertising, and the influencing factors are different in different cycles. It is impossible to make an accurate prediction of the effect in the next cycle based on the actual effect data of the advertisi...

Method used

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  • Network advertisement effect estimating method and network advertisement effect estimating system
  • Network advertisement effect estimating method and network advertisement effect estimating system
  • Network advertisement effect estimating method and network advertisement effect estimating system

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Embodiment Construction

[0038] In order to make the object, technical solution and advantages of the present invention more clearly, the present invention will be further described in detail below in conjunction with the accompanying drawings and specific embodiments.

[0039] In the embodiment of the present invention, by analyzing the correlation between different advertising effect influencing factors and advertising effects, the influential factors with high correlation are extracted as the modeling field of the estimation model, and the advertising effect estimation is established by using the regression analysis method A model to effectively predict the exposure and clicks of advertisements. In this way, the estimation accuracy of advertising effects is improved, and different estimated effects are automatically generated for different delivery conditions.

[0040] See attached figure 1 , Three regression analysis methods were used in the construction of the advertising effect prediction model...

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Abstract

The invention discloses a network advertisement effect estimating method, which comprises the following steps of: classifying original data according to an impact factor of an advertisement effect; extracting an impact sub-factor of the advertisement effect from the impact factor of the advertisement effect, and establishing at least one estimating model by adopting regression analysis and a re-sampling algorithm (Bagging); selecting an optimal estimating model from the estimating models by a tenfold crossed validation method; and estimating the advertisement effect within a next prediction period by utilizing the optimal estimating model so as to obtain an advertisement estimated effect. By the application of an embodiment of the invention, the high-precision prediction of an advertisement delivery effect can be performed, and the estimated effect is diversified.

Description

technical field [0001] The present invention relates to the field of network technologies, and more specifically, to a method and system for estimating the effect of network advertisements. Background technique [0002] Online advertising is called online advertising or Internet advertising, which is an advertising behavior with the computer as the core and the computer network as the medium. The level of the network advertisement effect estimation result is closely related to the direct income of the network advertisement. The existing advertising effect estimation method is an estimation method based on experience, that is, according to the actual effect data of the advertising position in the previous forecast period, the average value is taken as the forecast result of the next forecast period. [0003] For example, at the end of November, you want to estimate the number of exposures for a certain advertising position in December. The number of exposures is the total n...

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Application Information

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IPC IPC(8): G06Q30/00G06Q30/02
Inventor 言艳花肖磊李多全岳亚丁陈永锋叶幸春赖晓平刘大鹏黄华基李邕贡鸣陈显露
Owner SHENZHEN TENCENT COMP SYST CO LTD
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