Method and apparatus for predicting advertisement click-through rate

A technology of advertising clicks and click-through rates, applied in the computer field, can solve problems such as large errors and inability to predict advertising click-through rates, and achieve the effects of ensuring accuracy, rich and effective cross features, and effective and reliable training data

Inactive Publication Date: 2015-12-16
BEIJING QIHOO TECH CO LTD +1
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  • Abstract
  • Description
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Problems solved by technology

The error between the estimated results of the existing technology and the real value is relatively large, and the click-through rate of the predicte

Method used

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  • Method and apparatus for predicting advertisement click-through rate
  • Method and apparatus for predicting advertisement click-through rate
  • Method and apparatus for predicting advertisement click-through rate

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Embodiment Construction

[0080] Embodiments of the present invention are described in detail below, examples of which are shown in the drawings, wherein the same or similar reference numerals designate the same or similar elements or elements having the same or similar functions throughout. The embodiments described below by referring to the figures are exemplary only for explaining the present invention and should not be construed as limiting the present invention.

[0081] Those skilled in the art will understand that unless otherwise stated, the singular forms "a", "an", "said" and "the" used herein may also include plural forms. It should be further understood that the word "comprising" used in the description of the present invention refers to the presence of said features, integers, steps, operations, elements and / or components, but does not exclude the presence or addition of one or more other features, Integers, steps, operations, elements, components, and / or groups thereof. It will be unders...

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Abstract

The present invention provides a solution for predicting an advertisement click-through rate. The solution comprises: acquiring characteristic related information of multiple characteristic types related to multiple past delivered advertisements in a predetermined past time period; performing cross combination on characteristic related information of at least two characteristic types of each past delivered advertisement, to determine multiple cross characteristic sets, and calculating to determine cross characteristic identifiers separately corresponding to the multiple cross characteristic sets; extracting an advertisement display quantity and an advertisement click quantity corresponding to each cross characteristic set, and calculating to determine an advertisement click-through rate corresponding to each cross characteristic set, so as to use the advertisement click-through rate as a cross characteristic value; performing training on a logistic regression model based on the cross characteristic identifiers and the cross characteristic values separately corresponding to the multiple cross characteristic sets, and calculating to determine a model training parameter; and performing prediction calculation on an advertisement click-through rate of a to-be-predicted advertisement based on the model training parameter. According to the solution, more reliable training data is provided for prediction calculation of an advertisement, so that accuracy of a prediction calculation result of an advertisement click-through rate is ensured.

Description

technical field [0001] The present invention relates to the field of computer technology, in particular, the present invention relates to a method and device for predicting the click-through rate of advertisements. Background technique [0002] With the rise of the Internet, online advertising has become the main profit-making method for major portals, search engines, social networks, and applications for various terminal communication devices. At present, the Internet advertising market is growing at an alarming rate, and the effectiveness of Internet advertising is becoming more and more important. However, since the number of advertising slots is limited, a solution for accurately estimating the click-through rate of advertisements is needed to provide powerful and reliable references and decision-making information for the advertising side and the displaying side. The error between the result of the estimation scheme in the prior art and the real value is large, and the...

Claims

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Application Information

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IPC IPC(8): G06Q30/02G06F17/30
Inventor 岳华东
Owner BEIJING QIHOO TECH CO LTD
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