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On-line bidding probability model generation method

A probabilistic model and bidding technology, applied in the Internet field, can solve problems such as difficulties and ineffective models

Inactive Publication Date: 2017-06-06
JINGZAN ADVERTISING SHANGHAI CO LTD
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AI Technical Summary

Problems solved by technology

[0003] The behavior of online bidding is an extremely complex problem for which there are currently no effective models in industry and academia
Although in the actual real-time bidding system, a large amount of data is accumulated every day, but how to extract effective information from it to generate a realistic model is a difficult problem

Method used

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Embodiment Construction

[0021] In order to make the technical means, creative features, goals and effects of the present invention easy to understand, the following embodiments will specifically illustrate the online bidding probability model generation method of the present invention in conjunction with the accompanying drawings.

[0022] Before the description, explain the technical terms involved in this patent:

[0023] KPI: key performance indicator;

[0024] CTR: click through rate;

[0025] CVR: click conversion rate;

[0026] pdf: probability density.

[0027] The method for generating an online bidding probability model can generate a bidding probability model, and the bidding probability model includes the relationship between KPI and winning price, and the probability distribution of KPI.

[0028] Such as figure 1 As shown, in this embodiment, the online bidding probability model generation method includes the following steps:

[0029] Step S1, input the request record of successful b...

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Abstract

The invention provides an on-line bidding probability model generation method, historical victorious request records are divided into a plurality of intervals according to predicted KPIs, mixed beta distribution is adopted to perform fitting for each interval, a function of KPIs of each interval and victorious price is fitted, a model is corrected, finally a probability model is obtained, simulation of on-line bidding can be performed through the probability model, thus analyzable problems can be discovered, optimal business configuration can be explored, and a bidding strategy of a competitor can be analyzed and simulated.

Description

technical field [0001] The invention belongs to the technical field of the Internet, and in particular relates to a method for generating an online bidding probability model. Background technique [0002] Real Time Bidding (RTB for short) is a bidding technology that uses third-party technology to evaluate and bid for each user's display behavior on millions of websites. Different from the frequency of mass purchases, real-time bidding avoids invalid audience arrival and only purchases for meaningful users. Its core is the DSP platform (demand-side platform). For the media, RTB can bring more advertising sales, realize sales process automation and reduce various expenses. For advertisers and agencies, the most direct benefit is improved performance and return on investment. The emergence of RTB means that Internet advertising has entered the era of crowd real-time bidding from the era of advertising space. [0003] The behavior of online bidding is an extremely complex pr...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02G06Q30/08
CPCG06Q30/0275G06Q30/08
Inventor 汤奇峰潘颖吉周强
Owner JINGZAN ADVERTISING SHANGHAI CO LTD
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