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A method and device for predicting the click-through rate of an advertisement

A prediction method and click-through rate technology, applied in the field of data processing, can solve problems such as accuracy price difference

Active Publication Date: 2021-01-22
BEIJING QIYI CENTURY SCI & TECH CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0003] The existing technology calculates the click-through rate of an advertisement through the direct similarity between an advertisement and other advertisements. However, the accuracy of this method is poor when there are few advertisements directly similar to an advertisement.

Method used

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  • A method and device for predicting the click-through rate of an advertisement
  • A method and device for predicting the click-through rate of an advertisement
  • A method and device for predicting the click-through rate of an advertisement

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Embodiment Construction

[0046] The following will clearly and completely describe the technical solutions in the embodiments of the present invention with reference to the accompanying drawings in the embodiments of the present invention. Obviously, the described embodiments are only some, not all, embodiments of the present invention. Based on the embodiments of the present invention, all other embodiments obtained by persons of ordinary skill in the art without making creative efforts belong to the protection scope of the present invention.

[0047] like figure 1 As shown, it is a flow chart of Embodiment 1 of an advertising click-through rate prediction method disclosed by the present invention, including:

[0048] S101. Obtain at least two similar advertisements of the target advertisement, the similar advertisements include directly similar advertisements and indirect similar advertisements, the direct similar advertisements are advertisements similar to the target advertisement, and the indirec...

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Abstract

The invention discloses a click rate prediction method and device for an advertisement. The method comprises the steps of obtaining at least two similar advertisements of a target advertisement, generating an advertisement similarity matrix T|A||A|, calculating an initial click matrix F0|U||A| of similar advertisements based on browsing user data and clicking user data, calculating and obtaining afinal click rate matrix Fn+1|U||A|=Fn|U||A|T|A||A| of the similar advertisements, allowing a non-zero initial click rate value in the initial click matrix F0|U||A| to cover an initial click rate corresponding to a final click rate matrix Fn+1|U||A| in Fn+1|U||A|, judging whether the final click rate matrix Fn+1|U||A| converges or not, and calculating a final click rate matrix of the similar advertisements if not, wherein the similar advertisements include a direct similarity advertisement and an indirect similarity advertisement. The click rate of the indirect similarity advertisement of thetarget advertisement is used to predict the click rate of the target advertisement, and the accuracy of the prediction of the click rate of the target advertisement with few direct similarity advertisements can be effectively improved.

Description

technical field [0001] The invention relates to the technical field of data processing, in particular to a method and device for predicting the click-through rate of advertisements. Background technique [0002] Advertising itself is a means of publicity to convey information to the public, and it is also one of the important sources of income for many companies. With the continuous development of Internet advertising, driven by huge profits, how to increase the profits brought by advertising has become a research hotspot. By predicting the click-through rate of an advertisement, it is possible to effectively judge the possibility of a user clicking on an advertisement, thereby performing targeted advertisement delivery to the advertisement, and effectively increasing the profit of the advertiser whose advertisement is placed. Since similar ads have similar click-through rates, an ad's click-through rate can be inferred from the click-through rates of its similar ads. [0...

Claims

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Application Information

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Patent Type & Authority Patents(China)
IPC IPC(8): G06F16/2457
CPCG06Q30/0242G06Q30/0277
Inventor 马国伟
Owner BEIJING QIYI CENTURY SCI & TECH CO LTD