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Method and device for evaluating advertisement serving policy

A technology of advertising placement and strategy, applied in marketing and other directions, can solve problems such as loss, income fluctuation, business decline, etc., and achieve the effect of reducing the cost of new and old replacement and improving accuracy

Inactive Publication Date: 2012-03-21
BEIJING IZP NETWORK TECH CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0008] However, with the above-mentioned first method, the new advertising delivery strategy is often only a computer program that has been verified offline. For an advertising delivery system that is running, providing services at all times, and showing user interests, etc. In other words, if you directly replace the original advertising strategy with a new advertising strategy that has only been verified offline but not online, it may cause performance problems or revenue fluctuations, and even directly affect online business, resulting in unpredictable Loss
For example, after the new advertising strategy is launched, the effect may not be as good as expected, or even worse than the original advertising strategy, resulting in a decline in business, thereby affecting the healthy development of the advertising system
[0009] If the above-mentioned second method is adopted, the ad delivery strategy and traffic in the entire ad delivery system are fixedly matched. If it is necessary to adjust the traffic corresponding to the ad delivery strategy or add more new ad delivery strategies, the entire control system needs to be changed. The system or physical structure cannot guarantee the stability of the system, and cannot accurately test the effect of the advertising strategy

Method used

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  • Method and device for evaluating advertisement serving policy
  • Method and device for evaluating advertisement serving policy
  • Method and device for evaluating advertisement serving policy

Examples

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Effect test

example 1

[0091] Step A1: Calculate the click-through rate of the traffic corresponding to the advertisement placement strategy according to the number of times the advertisement is displayed to the user through the selection of each advertisement placement strategy, and the number of clicks generated by the user clicking the advertisement corresponding to the advertisement placement strategy.

[0092] In step A2, compare the click-through rates of various advertisement delivery strategies, and record the advertisement delivery strategy with the highest click-through rate as the optimal advertisement delivery strategy.

[0093]For example, the number of display log records of the No. 1 ad delivery strategy that accounts for 90% of the traffic is 900 times, and the number of click log records is 90 times, so its click-through rate is 1%; the No. 2 ad delivery strategy that accounts for 10% of the traffic If the number of impressions recorded in the impression log is 100, and the number of...

example 2

[0095] In the CPC system, the revenue of each advertising strategy under 100% traffic can be calculated through the click-through rate of each advertising strategy, and the advertising strategy with the most income under 100% traffic can be regarded as the optimal advertising strategy.

example 3

[0097] Step B1: Calculate the click-through rate of traffic corresponding to the advertisement delivery strategy based on the number of times the advertisement is displayed to the user selected by each advertisement delivery strategy, and the number of clicks generated by the user clicking on the advertisement corresponding to the advertisement delivery strategy;

[0098] Step B2: Multiply the number of impressions corresponding to the standard traffic by the click-through rate of the traffic corresponding to each advertising delivery strategy to obtain the number of clicks of each advertising delivery strategy under the standard traffic;

[0099] Step B3, calculate the income obtained according to the number of clicks of each advertisement delivery strategy, subtract the corresponding cost and compare the income obtained, and record the advertisement delivery strategy with the highest income as the optimal advertisement delivery strategy.

[0100] Under normal circumstances, t...

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Abstract

The invention provides a method and device for evaluating an advertisement serving policy. The method comprises the following steps of: acquiring the current visited flow of an advertisement system; splitting the flow into n subflows, wherein n is a positive integer more than 1; distributing a corresponding advertisement serving policy for each subflow; and respectively carrying out statistics on effect parameters of each advertisement serving policy on the corresponding subflow, and selecting the optimal advertisement serving policy according to the effect parameters. By applying the method and device provided by the invention, online effect validation on the advertisement serving policy can be realized while stability of an advertisement serving system is guaranteed, and accuracy of result of the effect validation on the advertisement serving policy is effectively improved.

Description

technical field [0001] The present application relates to the technical field of computer Internet, in particular to a method and device for evaluating an advertisement placement strategy. Background technique [0002] In an Internet advertisement delivery system, it is usually necessary to adopt different advertisement delivery strategies for advertisement delivery (also called targeted advertisement delivery). The advertisement delivery strategy refers to the way of delivering advertisements to users, such as searching for advertisements with page keywords, displaying corresponding advertisements based on user access behaviors, and so on. [0003] Before the advertising delivery strategy is actually adopted in the advertising delivery system, its effect is often difficult to predict, but in practice, it is often necessary to effectively evaluate the effect of the advertising delivery strategy to determine whether to adopt the advertising delivery strategy. [0004] The ef...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02
Inventor 罗峰黄苏支李娜
Owner BEIJING IZP NETWORK TECH CO LTD
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