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Advertisement bidding method and device and electronic equipment

An advertising and probabilistic technology, applied in the Internet field, can solve problems such as unreasonable bidding methods, lower user conversion rates, and not in line with the actual interests of advertisers, so as to maximize actual benefits, increase conversion rates, and avoid wasting advertising investment.

Pending Publication Date: 2020-07-03
ALIPAY (HANGZHOU) INFORMATION TECH CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0005] The embodiment of this specification provides an advertising bidding method, device and electronic equipment to solve the problem that the bidding method in the prior art is not reasonable enough, does not meet the actual interests of advertisers, and reduces the conversion rate of users

Method used

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  • Advertisement bidding method and device and electronic equipment
  • Advertisement bidding method and device and electronic equipment
  • Advertisement bidding method and device and electronic equipment

Examples

Experimental program
Comparison scheme
Effect test

Embodiment 1

[0047] figure 1 A schematic flowchart of an advertising bidding method provided in Embodiment 1 of this specification, the method may specifically include the following steps:

[0048] In step S110, one or more advertisement bid requests are received, and the advertisement bid requests include information associated with users.

[0049] In one or more embodiments of this specification, when a user browses or accesses a certain media platform through a terminal device, if the media page in the media platform has an advertising space available for sale, the media platform will send a message to the predetermined advertiser Send traffic (which can be regarded as an advertisement bid request), and the advertisement bid request includes information associated with the user. In practical applications, the terminal device can be a mobile terminal (such as a mobile phone, a tablet computer, etc.), or a terminal device such as a PC; the media platform can also be called a third-party ...

Embodiment 2

[0075] image 3 A schematic flowchart of an advertisement bidding method provided in Embodiment 2 of this specification, the method may specifically include the following steps:

[0076] In step S310, one or more advertisement bid requests are received, and the advertisement bid requests include information associated with users.

[0077] In step S320, it is judged according to the information whether the user is a target user, and if the user is a target user, user characteristic data of the target user and advertisement characteristic data are acquired.

[0078] In the second embodiment, step S310 and step S320 correspond to step S110 and step S120 in the first embodiment. Please refer to the content in the foregoing embodiments for specific implementation, and details will not be repeated here. The following mainly introduces the second embodiment How to predict the conversion probability of the target user based on another deep learning model (the third deep learning mode...

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PUM

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Abstract

The embodiment of the invention provides an advertisement bidding method and device and electronic equipment. The method comprises the following steps: receiving an advertisement bidding request, wherein the advertisement bidding request comprises information associated with a user; judging whether the user is a target user or not according to the information, and acquiring user feature data and advertisement feature data of the target user when the user is the target user; inputting the user feature data into a first machine learning model to obtain a first conversion probability of the target user, the first conversion probability representing a natural conversion probability; inputting the user feature data and the advertisement feature data into a second machine learning model to obtain a second conversion probability of the target user, the second conversion probability representing an exposure conversion probability; and calculating a third conversion probability according to thefirst conversion probability and the second conversion probability, the third conversion probability representing a net conversion probability, and bidding the advertisement based on the third conversion probability.

Description

technical field [0001] This specification relates to the field of Internet technologies, and in particular to an advertisement bidding method, device and electronic equipment. Background technique [0002] With the rapid development of Internet technology, it is possible for advertisers to use the Internet platform for advertising precision marketing. When a user browses a media page through the Internet platform, there may be an opportunity to display advertising information on the media page, and the media platform usually uses a price auction to decide which advertiser's advertisement to display for the traffic of the advertising space. Therefore, for the advertiser, the advertiser bids for the traffic of the ad space to achieve the advertiser’s goal of advertising delivery. For example, in the scenario of user activation, the advertiser’s goal is to make inactive users Therefore, it is an effective way to recall inactive users by bidding on advertisements to obtain the ...

Claims

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Application Information

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IPC IPC(8): G06Q30/02G06Q30/06G06N20/00
CPCG06N20/00G06Q30/0273G06Q30/0611
Inventor 赵科科赵星金永波
Owner ALIPAY (HANGZHOU) INFORMATION TECH CO LTD