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Advertisement putting method and system

A technology for advertising and advertising, applied in the field of Internet advertising, can solve the problems of high computing pressure, long response time, and slow advertising speed on the advertising server, and achieve the effects of accurate advertising click rate, improved response speed, and reduced calculation

Inactive Publication Date: 2013-12-11
BEIJING IZP NETWORK TECH CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0007] The embodiment of the present invention discloses an advertisement delivery method and system to solve the problems of high calculation pressure, long response time and slow advertisement delivery speed of the advertisement delivery server

Method used

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  • Advertisement putting method and system
  • Advertisement putting method and system

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Experimental program
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Effect test

Embodiment 1

[0053] An advertisement placement method disclosed in the embodiment of the present invention is introduced in detail.

[0054] refer to figure 1 , shows a flowchart of an advertisement delivery method in an embodiment of the present invention.

[0055] In step 100, the historical click-through rate of each dimensional feature of each candidate advertisement is counted, and the weight of each dimensional feature is calculated based on the historical click-through rate of each dimensional feature.

[0056] Each candidate advertisement has its corresponding dimensional characteristics, such as the advertising industry to which the candidate advertisement belongs, the position and size of the advertisement slot occupied by the candidate advertisement, and so on.

[0057]It should be noted that the characteristics of each dimension are less than the characteristics of advertisement placement.

[0058] Preferably, the historical click-through rate of each dimensional feature can ...

Embodiment 2

[0070] An advertisement placement method disclosed in the embodiment of the present invention is introduced in detail.

[0071] refer to figure 2 , shows a flowchart of an advertisement delivery method in an embodiment of the present invention.

[0072] In step 200, the historical click-through rate of each dimensional feature of each candidate advertisement is counted, and the weight of each dimensional feature is calculated based on the historical click-through rate of each dimensional feature.

[0073] Wherein, the characteristics of each dimension are less than the advertisement placement characteristics. The dimensional characteristics include: media, advertising industry, size of advertising space, position of advertising space, type of advertisement and creative material.

[0074] According to the order of media, advertisement type, advertisement position, advertisement industry, creative material, and advertisement space size, the impact of each dimensional feature ...

Embodiment 3

[0108] An advertisement delivery system disclosed in the embodiment of the present invention is introduced in detail.

[0109] refer to image 3 , shows a structural diagram of an advertisement delivery system in an embodiment of the present invention.

[0110] The ad delivery system may include: a dimension feature information determination module 300 , a click rate prediction value calculation module 302 , and an ad delivery module 304 .

[0111] The functions of each module and the relationship between each module are introduced in detail below.

[0112] The dimension feature information determination module 300 is used to count the historical click-through rate of each dimension feature of each candidate advertisement, and calculate the weight of each dimension feature according to the historical click-through rate of each dimension feature.

[0113] Wherein, the characteristics of each dimension are less than the advertisement placement characteristics.

[0114] The clic...

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Abstract

An embodiment of the invention discloses an advertisement putting method and system. The method and system aim to resolve the problems that calculating pressure of an advertisement putting server is large, response time is long, and advertisement putting speed is low. The method comprises the steps that historical click rates of various dimension characteristics of all candidate put advertisements are calculated, and weight of all the dimension characteristics is calculated according to the historical click rates of all the dimension characteristics; the dimension characteristics is less than advertisement putting characteristics; click rate prediction calculation is conducted on the historical click rates of all the dimension characteristics and the weight of all the dimension characteristics to obtain click rate prediction values of all the candidate put advertisements; the click rate prediction values of all the candidate put advertisements are mapped into advertisement click rates of all the candidate put advertisements, and advertisement putting is conducted according to the advertisement click rates of all the candidate put advertisements. As overmany advertisement putting characteristics do not need to be considered, calculating amount of the advertisement putting server is reduced, processing pressure of the advertisement putting server is relieved, and the response speed of the advertisement putting server is improved.

Description

technical field [0001] The embodiments of the present invention relate to the technical field of Internet advertisements, in particular to an advertisement delivery method and system. Background technique [0002] At present, in the field of Internet, the real-time bidding advertising system is developing rapidly. The demand-side service platform (Demand Service Platform, DSP) needs to bid for the traffic of each advertisement in real time, and the DSP with the highest bid will get the advertisement placement opportunity. Therefore, DSP needs to evaluate the value of this advertising opportunity in a very short period of time (within 100ms), and generally pays at a cost per thousand (CPM). [0003] DSP charges advertisers with cost per click (Cost Per Click, CPC). [0004] In the end, DSP also needs to convert CPM into CPC to calculate the cost of advertising opportunities. In the process of converting CPM to CPC, the key step required is the prediction of the click-throug...

Claims

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Application Information

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IPC IPC(8): G06Q30/02
Inventor 马海收罗峰黄苏支李娜
Owner BEIJING IZP NETWORK TECH CO LTD
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