Internet advertisement real-time bidding multi-advertiser multi-factor flow distribution method

A technology for Internet advertising and traffic distribution, which is applied in the field of Internet advertising real-time bidding, multi-advertiser and multi-factor traffic distribution, which can solve the problems of affecting DSP investment revenue, unspent budget, and few advertising opportunities.

Inactive Publication Date: 2015-12-30
JINGZAN ADVERTISING SHANGHAI CO LTD
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  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0014] In order to solve the problem that some advertisement placement opportunities are getting less and less, the budget cannot be spent, it is unfair to advertisers, and it will affect the overall DSP placement revenue, it provides a real-time Internet advertisement bidding multi-advertiser multi-factor traffic The distribution method and technical scheme are as follows:

Method used

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  • Internet advertisement real-time bidding multi-advertiser multi-factor flow distribution method

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Experimental program
Comparison scheme
Effect test

Embodiment 1

[0063] figure 1 It is a flow chart of a method for Internet advertisement real-time bidding multi-advertiser multi-factor flow distribution method.

[0064] like figure 1 As shown, the Internet advertising real-time bidding multi-advertiser multi-factor traffic distribution method includes the following steps:

[0065] Step 1, the ad bidding unit adgroup is divided into four functional modules: offline multi-factor mixed scoring, offline maximum cost estimation, score cumulative distribution estimation and online traffic distribution;

[0066] Step 2: In the offline multi-factor mixed scoring function module, perform offline multi-factor mixed scoring on the advertisement;

[0067] Step 3, in the offline maximum cost estimation function module, estimate the offline maximum cost of the advertisement;

[0068] The maximum cost refers to the cost constituted when the advertiser filters and bids for the traffic according to the set targeting conditions within a delivery cycle, ...

Embodiment 2

[0073] like figure 1 As shown, the Internet advertising real-time bidding multi-advertiser multi-factor traffic distribution method includes the following steps:

[0074] Step 1, the ad bidding unit adgroup is divided into four functional modules: offline multi-factor mixed scoring, offline maximum cost estimation, score cumulative distribution estimation and online traffic distribution;

[0075] Step 2: In the offline multi-factor mixed scoring function module, the offline multi-factor mixed scoring is performed on the advertisement. The specific steps are:

[0076] First, calculate the historical average CTR, that is, the overall click-through rate within a certain time window, which is used to measure the quality of the ad bidding unit adgroup;

[0077] Further, calculate the historical average , that is, the overall bidding success rate within a certain time window, which is used to measure the external competitiveness of the advertising bidding unit adgroup in the adve...

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Abstract

The invention belongs to the technical field of internet advertisement, and provides an internet advertisement real-time bidding multi-advertiser multi-factor flow distribution method. The method comprises the steps that an advertisement bidding unit ad group is divided into an offline multi-factor mixed grading function module, an offline maximum cost estimation function module, a grade cumulative distribution estimation function module and an online flow distribution function module. In the offline multi-factor mixed grading function module, offline multi-factor mixed grading is carried out on advertisements; in the offline maximum cost estimation function module, offline maximum cost estimation is carried out on the advertisements; in the grade cumulative distribution estimation function module, grade cumulative distribution estimation is carried out on PV flow participating in biding; in the online flow distribution function module, online flow distribution is carried out on the advertisements. Numerical values obtained through the steps are compared, and a conclusion of whether quotation is carried out or not is obtained. The problems that some advertisements have fewer and fewer putting chances, the budget cannot be spent, it is unfair for advertisers, and DSP overall situation putting earnings are affected are solved.

Description

technical field [0001] The invention belongs to the technical field of Internet advertisements, in particular to an Internet advertisement real-time bidding multi-advertiser multi-factor traffic distribution method. Background technique [0002] Due to its strong interaction and high accuracy, the proportion of Internet advertising in the advertising structure has been increasing year by year, and there is a tendency to continue to expand. From 2011 to 2014, the market size of Internet advertising has surpassed the size of newspaper advertising, ranking second, and the market size has continuously maintained rapid growth. [0003] RTB (Realtime Bidding, real-time bidding) is a bidding technology that uses third-party technology to evaluate and bid for each user's advertising display behavior on a large number of websites. Real-time bidding avoids invalid audience arrival, and advertisers or their agents can purchase traffic for meaningful users. The core of RTB is DSP (Dem...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02G06Q30/08
Inventor 汤奇峰吴军
Owner JINGZAN ADVERTISING SHANGHAI CO LTD
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