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Method and device for bidding control for demand side platform

A technology of demand-side platform and control method, applied in the Internet field to achieve the effect of improving display effect, ensuring accuracy, and maximizing key performance indicators

Inactive Publication Date: 2017-06-06
JINGZAN ADVERTISING SHANGHAI CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0004] However, when DSPs place bids on display content, how to maximize KPI under the premise of fixed budget constraints is a technical difficulty in bidding

Method used

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  • Method and device for bidding control for demand side platform
  • Method and device for bidding control for demand side platform
  • Method and device for bidding control for demand side platform

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Embodiment Construction

[0033] As mentioned in the background art, when a DSP conducts bid placement for display content, how to maximize KPI under the premise of a fixed budget constraint is a technical difficulty of bid placement.

[0034]In the embodiment of the present invention, the optimal parameters in the bidding model are obtained through training and learning by using historical data of winning bids similar to bidding requests. Then use the bidding model configured with the optimal parameters to bid on at least a part of the bidding request, the bidding request and the preset training data correspond to the same business type, and the bidding model configured with the optimal parameters can be in Under the budget constraint, the bid request can be maximized, and then the key performance indicators can be maximized under the fixed budget constraint, and the display effect can be improved. At the same time, the bidding model configured with the optimal parameters will appear more and more bids...

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Abstract

A bidding control method, device, and terminal for a demand-side platform, the method comprising: using preset training data to train to obtain optimal parameters of a bidding model, the preset training data being historical data of winning bids, and all preset training data Assume that the training data corresponds to the same business type; use the bidding model configured with the optimal parameters to bid on at least a part of the bidding request, and the bidding request and the preset training data correspond to the same business type. The technical solution of the invention realizes the maximization of key performance indicators under the premise of fixed budget constraint.

Description

technical field [0001] The present invention relates to the technical field of the Internet, in particular to a bidding control method, device and terminal for a demand-side platform. Background technique [0002] In the current network display transactions, it is usually to maximize the user's display effect while ensuring the user's cost. For example, under the user's fixed budget, the maximum display, click and conversion of the display content can be realized, and the number of people covered by the display can be maximized. [0003] In the prior art, it is necessary to establish different models, such as forecasting models and bidding models, on the demand side platform (DemandSidePlatform, DSP) for the above different optimization objectives, and perform online real-time estimation and delivery. When DSPs select traffic sources for bidding, they only need to care about click-through rate, conversion rate and other indicators, and select the display content with the la...

Claims

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Application Information

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IPC IPC(8): G06Q30/06
CPCG06Q30/0611
Inventor 汤奇峰潘颍吉
Owner JINGZAN ADVERTISING SHANGHAI CO LTD
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