Stepping management method for online advertisement delivery

A management method and advertising technology, applied in advertising, data processing applications, commerce, etc., can solve the problem of high purchase and sale costs of advertising display opportunities

Inactive Publication Date: 2016-07-06
UNIV OF ELECTRONICS SCI & TECH OF CHINA
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

The reason for considering the quality of ad display opportunities is that the advertising effect will be different in different time periods of the delivery cycle. For example, users in the "golden time" may be more likely to click and convert behaviors, which will bring more revenue, so it is necessary to increase the speed of ad delivery ; The reason for considering the degree of market competition is that in different time periods, the number of advertisements participating in the bidding in the bidding system will change. Slow down ad serving

Method used

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  • Stepping management method for online advertisement delivery
  • Stepping management method for online advertisement delivery
  • Stepping management method for online advertisement delivery

Examples

Experimental program
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Embodiment

[0085] In this example, a specific advertising campaign A a as an example, calculate the advertising campaign A a The estimated value of the delivery probability in each time period of the new delivery cycle, and then adjust the estimated value of the delivery probability according to the actual budget expenditure. In this embodiment, assuming that an advertising campaign delivery period is one day, a delivery period is divided into 6 time periods, which are respectively recorded as T 1 , T 2 , T 3 , T 4 , T 5 , T 6 , means 0-4 o'clock, 4-8 o'clock, 8-12 o'clock, 12-16 o'clock, 16-20 o'clock, 20-24 o'clock 6 time periods; assuming advertising campaign A a The daily budget is 10,000 yuan, and the audience requirement for ad display is set to young women, so only those ad display opportunities that satisfy the user is young women will request campaign A a To bid on it, the specific steps are as follows:

[0086] Step 1. Estimate the key parameters of the next delivery cy...

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Abstract

The invention provides a step-by-step management method for online advertisement delivery, with the purpose of controlling the delivery speed of online advertisements in a real-time bidding system, so that the advertising display can obtain the maximum benefit under the condition of limited budget. The method includes: (1) According to historical logs, offline estimation of parameters such as user flow, bidding success rate, average bid winning price, and key performance indicators of each advertisement in each time period in the new advertisement delivery cycle; (2) Offline estimation The delivery probability of each advertisement in each time period in the new delivery cycle; (3) In the actual delivery process, according to the actual budget expenditure of each advertisement in the completed time period, online adjustment of the current time period for each advertisement Delivery probability; (4) According to the advertisement delivery probability in the current time period, for each advertisement display opportunity, the demand-side platform will judge whether to participate in the bidding.

Description

technical field [0001] The invention belongs to the field of Internet online advertisements, and is applicable to the application scenario where online advertisements are placed online through real-time bidding. By controlling the delivery speed of each advertisement in different time periods, each advertising marketing activity in the entire advertisement delivery cycle can be optimized through advertisement display. earned income. Background technique [0002] With the development of Internet technology, online advertising has become the main source of income for many Internet platforms. Compared with traditional advertising, online advertising not only broadens media channels, but also has advantages in audience coverage, flexibility, pertinence, cost and effect evaluation. At present, hundreds of millions of advertisements are placed online through Internet platforms every day. There are two main types of online advertising: search advertising and display advertising. ...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02
CPCG06Q30/0244G06Q30/0272
Inventor 刘梦娟郭威李佩伦马小栓王巍杜伟
Owner UNIV OF ELECTRONICS SCI & TECH OF CHINA
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