Advertisement bidding method and system and advertisement serving method and system

An advertising and advertising technology, applied in the field of data processing, can solve problems such as the inability to accurately give the impact of the plan, the difficulty in realizing the optimization of the advertising display plan, and the failure to fully consider the bid of the first advertiser, so as to achieve the optimization of the display plan. , The effect of maximizing platform revenue

Pending Publication Date: 2018-11-30
TSINGHUA UNIV
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  • Claims
  • Application Information

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Problems solved by technology

Although these methods can guarantee the display volume of the second type of advertisements, they cannot optimize the revenue of the advertising platform on this basis. For the first advertiser, the value is different. A better approach should be to avoid bidding high prices to compete with it when the traffic is of high value to the first advertiser, and when the traffic is of low value to the fi

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  • Advertisement bidding method and system and advertisement serving method and system
  • Advertisement bidding method and system and advertisement serving method and system
  • Advertisement bidding method and system and advertisement serving method and system

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[0042] The implementation of the present application will be described by specific specific examples below, and those skilled in the art can easily understand other advantages and effects of the present application from the content disclosed in this specification. In the following description, reference is made to the accompanying drawings, which illustrate several embodiments of the application. It is to be understood that other embodiments may be utilized, and compositional and operational changes may be made without departing from the spirit and scope of the application. The following detailed description should not be considered limiting, and the scope of the embodiments of the present application is defined only by the patent claims of the present application. The terminology used herein is for describing particular embodiments only and is not intended to limit the application.

[0043] Although in some instances the terms first, second, etc. are used herein to describe ...

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Abstract

The invention provides an advertisement bidding method and system and an advertisement serving method and system. The advertisement bidding method comprises the steps that a virtual price is determined according to a distribution function of a total display number of first-class advertisements and second-class advertisements, a preset display number of second-class advertisements of at least one second advertiser and a maximum virtual value in historical prices of at least one first advertiser in a time period; a pricing strategy of the second-class advertisements of the at least one second advertiser is determined according to the virtual price; and when advertisement serving is performed on at least one Internet platform, the second-class advertisements of the at least one second advertiser perform bidding processing according to the pricing strategy. According to the advertisement bidding method, the pricing strategy of brand advertisements is determined by calculating the virtual price, so that the brand advertisements perform automatic pricing according to the pricing strategy to perform bidding processing with effect advertisements in real-time bidding, display scheme optimization is realized on the basis of fully considering effect advertiser pricing and guaranteeing the brand advertisement display quantity, and platform income is maximized.

Description

technical field [0001] The present application relates to the technical field of data processing, in particular to an advertisement bidding method and system, and an advertisement delivery method and system. Background technique [0002] The advertising sales methods of Internet advertising platforms are mainly divided into two types: auction and contract. Generally speaking, the first type of advertisements are sold through auctions. The first advertiser bids in real time, and the advertising space is allocated to the first advertiser with the highest bid. When the user clicks on the advertisement, the corresponding first advertiser needs to pay to Advertising platforms; the second type of advertisements are mainly sold through fixed-amount contracts. The fixed-amount contract mainly means that the advertising platform promises to give the second advertiser a certain number of advertisements to display, and the second advertiser is the number of times these second-type adve...

Claims

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Application Information

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IPC IPC(8): G06Q30/02
CPCG06Q30/0275
Inventor 唐平中沈蔚然
Owner TSINGHUA UNIV
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