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Method and system for placing advertisements in a real-time bidding system

A technology for advertising delivery and bidding, which is applied in the field of real-time bidding for advertising, can solve problems such as the inability to guarantee the time-consuming consistency of returned advertising data, and achieve the effects of ensuring stability, improving efficiency, and reducing system resource consumption

Active Publication Date: 2021-05-07
HUNAN HAPPLY SUNSHINE INTERACTIVE ENTERTAINMENT MEDIA CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

ADX sends DSP requests to multiple DSPs, but it cannot guarantee the consistency of the advertising data returned by each DSP

Method used

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  • Method and system for placing advertisements in a real-time bidding system

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Embodiment Construction

[0030] Such as figure 1 , in the RTB process that the present invention proposes, ADX sends bidding DSP request to DSP, mainly comprises the following steps:

[0031] 1. A certain SSP sends an advertisement request r ssp to ADX;

[0032] 2. ADX converts the SSP request into a DSP request according to the RTB protocol dsp ;

[0033] 3. ADX screens out eligible DSPs according to predefined conditions, forms a list of DSPs that can be sent, and performs the following 4~5 operations for each DSP in this list;

[0034] 4. DSP flow control. For the i-th DSP d in the sendable DSP list i , to determine traffic hits. If the traffic hits (i.e. hits the DSP request in step 2), the DSP will be requested d i ; If there is no hit, it will not send to the DSP d i Send DSP request r dsp . The specific judgment method is: set DSP d in ADX i The corresponding flow ratio is p i , if p i =0, do not send request r dsp ; if p i =100, send request r dsp ;Otherwise generate a random n...

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Abstract

The invention discloses a method and a system for advertising delivery in a real-time bidding system. When an ADX requests a DSP in real time, the flow control of each DSP is performed. The request of each DSP will first enter its own queue and request the DSP asynchronously. Each DSP maintains its own connection pool and reuses connections to complete DSP requests. When starting to request DSP, set the timeout period. When all DSPs return content within the timeout period or reach the timeout limit, the next bidding process will be carried out to prevent some DSPs from delaying bidding due to timeout. The invention can effectively control the flows of different DSPs, thereby controlling the overall time consumption of a DSP request. Each DSP has its own connection pool for connection multiplexing, effectively reducing the consumption of system resources and improving the efficiency of DSP requests.

Description

technical field [0001] The invention relates to the field of real-time bidding of advertisements, in particular to a method and system for placing advertisements in a real-time bidding system. Background technique [0002] RTB (Real Time Bidding) is a bidding technology that uses third-party technology to evaluate and bid for each user's display behavior on millions of websites or mobile terminals. It is similar to the stock market, where both sellers and buyers trade in one market. The seller connects the advertising traffic to the advertising trading platform through a programmatic method and sets a reserve price. Whenever a user browses the media content page, there is an advertising space in which the advertisement needs to be displayed. At this time, the seller (SSP) exposes the advertisement The opportunity initiates a bidding request to each programmatic buyer (DSP) through the advertising exchange platform (ADX), and each programmatic buyer bids back-to-back based o...

Claims

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Application Information

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Patent Type & Authority Patents(China)
IPC IPC(8): H04L12/801H04L12/875H04L12/823H04L47/32H04L47/56
CPCH04L47/10H04L47/15H04L47/32H04L47/564G06Q30/0275
Inventor 殷伟雄丁玉成田魁孔跃彬
Owner HUNAN HAPPLY SUNSHINE INTERACTIVE ENTERTAINMENT MEDIA CO LTD
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