Advertisement bidding method and system and advertisement serving method and system

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...

AI Technical Summary

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 first advertiser. win traffic at lower bids when

[0005] The main reason why the above schemes cannot optimize the revenue of the advertising platform is that these methods fail to fully consider the bids of the first advertisers, and cannot accurately give the impact of the scheme on the income of the advertising platform, so it is difficult to realize the optimization of the advertising display scheme

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