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Advertisement flow response method, apparatus and device

A traffic and advertising technology, applied in the computer field, can solve problems that affect the browsing experience of visitors, easily affect the effect of advertising, and affect enthusiasm, so as to improve the effect of real-time bidding and improve the browsing experience

Pending Publication Date: 2018-07-06
BEIJING QIHOO TECH CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

In the existing real-time bidding system, the highest bidder among all the advertisers participating in the bidding obtains the advertisement right of the corresponding traffic. Then, for the same ad slot on the same web page, or for the ad slots on different web pages, if the same advertiser bids The highest price to obtain its advertising rights, and the advertisements displayed in the advertising slots are fixed, so for the visitors of the webpage, receiving repeated advertisements will easily affect the browsing experience of the visitors, and it will also easily affect the advertising effect. For other advertisers, if they cannot obtain the advertising rights for the above-mentioned advertising for a long time, it will also affect the enthusiasm of other advertisers to participate in the bidding, and ultimately affect the effect of real-time bidding

Method used

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  • Advertisement flow response method, apparatus and device
  • Advertisement flow response method, apparatus and device
  • Advertisement flow response method, apparatus and device

Examples

Experimental program
Comparison scheme
Effect test

Embodiment 1

[0077] A method for responding to advertisement traffic provided by an embodiment of the present invention is introduced in detail.

[0078] refer to figure 1 , shows a flowchart of steps of a method for responding to advertisement traffic in an embodiment of the present invention.

[0079] Step 110, receiving traffic sent by the advertising trading platform.

[0080] RTB is a bidding technology that uses third-party technology to evaluate and bid on each user's display behavior on millions of websites. like Figure 1A It is a schematic diagram of the RTB process, and the RTB process involves an advertising exchange (AdExchange, ADX) platform, a DSP, and a supply-side platform (Sell-Side Platform, SSP). Its core is the DSP platform. The DSP platform is like the headquarters of the display advertisement bidding: the first step is to send a request with user display information through its data tracking capability; the second step is to calculate the user display based on the...

Embodiment 2

[0121] A method for responding to advertisement traffic provided by an embodiment of the present invention is introduced in detail.

[0122] refer to figure 2 , shows a flowchart of steps of a method for responding to advertisement traffic in an embodiment of the present invention.

[0123] Step 210, receiving traffic sent by the advertising trading platform.

[0124] Step 220, acquire the user identifier of the client that triggers the traffic according to the traffic information.

[0125] Step 230, according to the attribute of the traffic, select advertisement data matching the attribute from the advertisement database.

[0126] In the embodiment of the present invention, according to the attribute of the received traffic, the advertisement data matching the attribute of the advertisement may be firstly selected from the advertisement database. Then, the selected advertisement data is filtered, thereby reducing the amount of data in the filtering process and improving t...

Embodiment 3

[0140] A method for responding to advertisement traffic provided by an embodiment of the present invention is introduced in detail.

[0141] refer to image 3 , shows a flowchart of steps of a method for responding to advertisement traffic in an embodiment of the present invention.

[0142] Step 310, receiving traffic sent by the advertising trading platform.

[0143] Step 320, extract the first cookie identifier sent by adx from the traffic.

[0144] In practical applications, when ADX sends traffic, it will also send the cookie information corresponding to the traffic when the user browses the webpage, that is, the first cookie identifier in the embodiment of the present invention. Then, after receiving the traffic sent by the ADX, the first cookie identifier sent by the ADX may be extracted from the traffic.

[0145] Step 330, query the cookie mapping table according to the first cookie identifier to obtain the user identifier of the client.

[0146] The corresponding r...

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PUM

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Abstract

The invention discloses an advertisement flow response method, apparatus and device, and relates to the technical field of computers. The method comprises the steps of receiving flow sent by an advertisement transaction platform; according to information of the flow, obtaining a user identifier of a client triggering the flow; filtering advertisement data returned for the flow trigged by the useridentifier in the advertisement data corresponding to an advertisement account in a specified time period from a current moment; and from the filtered advertisement data, selecting a piece of the advertisement data as a response of the flow to be returned to the advertisement transaction platform. The problems of easy influence on browsing experience of visitors, advertisement effects and biddingpositivity of other advertisers, and influence on real-time bidding effects in an existing advertisement flow response method are solved; and the beneficial effects of improving the browsing experience of the visitors, the advertisement effects and the bidding positivity of other advertisers and improving the real-time bidding effects are achieved.

Description

technical field [0001] The present invention relates to the field of computer technology, in particular to an advertising traffic response method, device and equipment. Background technique [0002] RTB (Real Time Bidding, 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. Different from the frequency of mass purchases, real-time bidding avoids invalid audience arrival and makes purchases for meaningful users. Its core is DSP (DemandSite Platform, demand-side platform). For the media, RTB can bring more advertising sales, realize sales process automation and reduce various expenses. Moreover, with the rapid popularization of smart phones and the maturity of the mobile network environment, the mobile DSP market will be further explored, and programmatic buying will become a major trend in the digital marketing era. [0003] In the Internet advertising market, a DSP can mon...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02
CPCG06Q30/0275G06Q30/0277
Inventor 陈东王朝勇
Owner BEIJING QIHOO TECH CO LTD