Method, device, apparatus and computer-readable medium for generating display content

Abstract

The present invention discloses a method, device, equipment and computer-readable medium for generating display content, and relates to the field of computer technology. A specific implementation of the method includes: obtaining user information and an identification of a display position; determining a set of candidate templates for the display position according to the identification of the display position; selecting a candidate template from the set of candidate templates as a template for the display position in combination with the display quantity of the candidate template; generating display content based on the template of the display position and the content of the inventory unit, wherein the inventory unit is determined by the user information. This implementation can use different templates to display content, and the diversification of the display content is conducive to improving the click-through rate.

Description

Technical Field

[0001] The present invention relates to the field of computer technology, and in particular to a method, device, equipment and computer-readable medium for generating display content. Background Art

[0002] Content recommendation is ubiquitous in our daily lives, and is particularly important in e-commerce applications. In different scenarios, recommending appropriate content plays an important role in improving indicators such as gross merchandise volume (GMV) and return on investment (ROI).

[0003] In the process of implementing the present invention, the inventors found that there are at least the following problems in the prior art: each content uses a fixed template to generate display content, different contents are displayed using the same fixed template, and the form of the display content is single, resulting in a decrease in click-through rate. Summary of the invention

[0004] In view of this, the embodiments of the present invention provide a method, apparatus, device and computer-readable medium for generating display content, which can use different templates to display content. The diversification of display content is conducive to improving click-through rate.

[0005] To achieve the above object, according to one aspect of an embodiment of the present invention, a method for generating display content is provided, comprising:

[0006] Obtain user information and display location identification;

[0007] Determining a candidate template set for the display position according to the identifier of the display position;

[0008] In the candidate template set, a candidate template is selected as the template of the display position in combination with the display amount of the candidate template;

[0009] Display content is generated according to the template of the display position and the content of the stock quantity unit, and the stock quantity unit is determined by the user information.

[0010] The step of determining a candidate template set for the display position according to the identifier of the display position includes:

[0011] According to the identifier of the display position, the size of the display position is obtained;

[0012] According to the size of the display position, a candidate template set of the display position is determined.

[0013] The selecting a candidate template from the candidate template set as the template of the display position in combination with the display amount of the candidate template includes:

[0014] In the candidate template set, combined with the display amount of the candidate template, the TS algorithm is called to calculate the score of the candidate template;

[0015] The candidate template with the highest score is used as the template of the display position.

[0016] In the candidate template set, combining the display amount of the candidate template, calling the TS algorithm, and calculating the score of the candidate template includes:

[0017] The presentation amount of the candidate template is less than or equal to the cold start threshold,

[0018] In the candidate template set, the TS algorithm is called using preset initialization parameters to calculate the scores of the candidate templates.

[0019] In the candidate template set, combining the display amount of the candidate template, calling the TS algorithm, and calculating the score of the candidate template includes:

[0020] The presentation amount of the candidate template is greater than the cold start threshold,

[0021] In the candidate template set, the TS algorithm is called to calculate the score of the candidate template in combination with the display volume and click volume of the candidate template.

[0022] In the candidate template set, combining the display amount of the candidate template, calling the TS algorithm, and calculating the score of the candidate template includes:

[0023] Calculate the display volume of the candidate template according to the daily display volume of the candidate template and the time decay factor;

[0024] In the candidate template set, combined with the display amount of the candidate template, the TS algorithm is called to calculate the score of the candidate template.

[0025] The method further comprises:

[0026] Based on whether the display content is displayed, the display amount is updated.

[0027] According to a second aspect of an embodiment of the present invention, there is provided a device for generating display content, including:

[0028] The acquisition module is used to obtain user information and display location identification;

[0029] A determination module, configured to determine a candidate template set of the display position according to the identifier of the display position;

[0030] A selection module, configured to select a candidate template from the candidate template set as a template for the display position in combination with the display amount of the candidate template;

[0031] A generating module is used to generate display content according to the template of the display position and the content of the inventory unit, wherein the inventory unit is determined by the user information.

[0032] According to a third aspect of an embodiment of the present invention, there is provided an electronic device for generating display content, including:

[0033] one or more processors;

[0034] a storage device for storing one or more programs,

[0035] When the one or more programs are executed by the one or more processors, the one or more processors implement the above method.

[0036] According to a fourth aspect of an embodiment of the present invention, there is provided a computer-readable medium on which a computer program is stored, and when the program is executed by a processor, the method as described above is implemented.

[0037] One embodiment of the above invention has the following advantages or beneficial effects: obtaining user information and an identification of a display position; determining a candidate template set of available templates for the display position according to the identification of the display position; selecting a candidate template from the candidate template set as a template for the display position in combination with the display quantity of the candidate template; generating display content based on the template of the display position and the content of the inventory unit, wherein the inventory unit is determined by the user information. Since the template can be selected in combination with the display quantity, different templates can be used to display content, and the diversification of the display content is conducive to improving the click-through rate.

[0038] The further effects of the above-mentioned non-conventional optional manner will be described below in conjunction with the specific implementation manner. BRIEF DESCRIPTION OF THE DRAWINGS

[0039] The accompanying drawings are used to better understand the present invention and do not constitute an improper limitation of the present invention.

[0040] Figure 1 is a schematic diagram of the main process of a method for generating display content according to an embodiment of the present invention;

[0041] Figure 2 is a schematic diagram of a process for determining a candidate template set according to an embodiment of the present invention;

[0042] Figure 3 is a schematic diagram of a flow chart of selecting a template for a display position according to an embodiment of the present invention;

[0043] Figure 4 is a schematic diagram of a process of calculating the score of a candidate template according to an embodiment of the present invention;

[0044] Figure 5is a flowchart of a method for generating display content according to an embodiment of the present invention;

[0045] Figure 6 is a schematic diagram of a preferred template of an experimental group according to an embodiment of the present invention;

[0046] Figure 7 is a schematic diagram of simulating a newly added template according to an embodiment of the present invention;

[0047] Figure 8 is a schematic diagram of the main structure of an apparatus for generating display content according to an embodiment of the present invention;

[0048] Fig. 9 is an exemplary system architecture diagram to which embodiments of the present invention may be applied;

[0049] Fig.10 It is a schematic diagram of the structure of a computer system of a terminal device or a server suitable for implementing an embodiment of the present invention. DETAILED DESCRIPTION

[0050] The following is a description of exemplary embodiments of the present invention in conjunction with the accompanying drawings, including various details of the embodiments of the present invention to facilitate understanding, which should be considered as merely exemplary. Therefore, it should be recognized by those of ordinary skill in the art that various changes and modifications may be made to the embodiments described herein without departing from the scope and spirit of the present invention. Similarly, for clarity and conciseness, the description of well-known functions and structures is omitted in the following description.

[0051] At this stage, a display content includes: template and stock keeping unit (SKU) content. For SKU, the indicator for selecting SKU is not only click-through rate, but also conversion, that is, revenue maximization.

[0052] In this context, most machine learning or deep learning methods are used to calculate the Effective Cost Per Mill (ECPM) of each display content by giving an estimated Click-Through-Rate (CTR) of users for SKUs, and then select the SKU with the largest ECPM. ECPM is the advertising revenue that can be obtained for every thousand impressions.

[0053] On the one hand, common rules are used to match templates. If optimization is performed on the existing model, more manual intervention is required.

[0054] The most common choice of template is: configure the template under each category, and when the SKU has all the information required by the template, use the template to generate the corresponding display content.

[0055] This means that the template corresponding to each SKU is fixed. When a new template is added, it is impossible to compare the advantages and disadvantages of the two templates, and the only choice is to rely on manual evaluation to decide whether to replace the original template. Therefore, different contents of the same SKU are displayed using fixed templates, and the form of displaying content is single, resulting in a decrease in click-through rate.

[0056] On the other hand, in the SKU video scenario, a vocabulary is generated regularly using a preset model. The vocabulary can give the weights of different video templates under the same SKU. When a video template is requested, the video template with the largest weight under the SKU will be selected as the video template for this display. Although this method has added model prediction compared to the first method, whether the launched video can change with the environment depends entirely on the speed of model update iteration and the push frequency of the vocabulary.

[0057] In order to solve the technical problem that different contents are displayed using the same fixed template, the form of the displayed contents is single, and the click rate is reduced, the following technical solution in the embodiment of the present invention can be adopted.

[0058] See also Figure 1 , Figure 1 is a schematic diagram of the main process of the method for generating display content according to an embodiment of the present invention, and the candidate template is selected as the template of the display position in combination with the display amount of the candidate template. Figure 1 As shown, the specific steps include:

[0059] S101: Obtain user information and an identification of a display location.

[0060] When a user visits a website or an application (APP), content that may be of interest to the user may be displayed, which is called displayed content. As an example, the displayed content is an advertisement.

[0061] In the case of display content, multiple pictures of an item can be combined into a composite picture. The composite picture is combined with a template to generate display content.

[0062] In order to display the content of interest to the user, it is necessary to obtain user information. User information is information that characterizes the user. As an example, user information includes age, gender, items of interest, and regions of interest.

[0063] In the embodiment of the present invention, the user information may be obtained from the user's historical browsing records, access records or registration information.

[0064] A display position is an area used to display content. A display position can be located on a web page or an APP display page. As an example, on the homepage of an APP, there are three preset display positions, namely display position 1, display position 2, and display position 3.

[0065] The display positions can be distinguished by the display position identification. As an example, the display position identification is: ab12; the display position identification is cd13. For each display position, there is a corresponding size. As an example, the size of the display position ab12 is: 30 mm × 50 mm; the size of the display position cd13 is: 30 mm × 20 mm.

[0066] S102: Determine a candidate template set of the display position according to the identifier of the display position.

[0067] The identification of the display position is preset, and the size of the display position can be known according to the identification of the display position.

[0068] In the embodiment of the present invention, multiple templates can be set for the same size. As an example, for the size of 20 mm × 30 mm, template a1, template a2 and template a3 can be set. For the size of 50 mm × 100 mm, template b1, template b2, template b3 and template b4 can be set. It can be understood that the number of preset templates for each size can be increased or decreased as needed and adjusted at any time.

[0069] See also Figure 2 , Figure 2 1 is a schematic diagram of a process for determining a candidate template set according to an embodiment of the present invention, which specifically includes:

[0070] S201: Obtain the size of the display position according to the identification of the display position.

[0071] After knowing the identification of the display position, the size of the display position can be known according to the identification of the display position. Specifically, when setting the display position, the correspondence between the identification of the display position and the size of the display position is preset. Then, according to the identification of the display position, the size of the display position can be known by querying the above correspondence. As an example, the above correspondence can be a size and template information mapping table.

[0072] S202: Determine a candidate template set for the display position according to the size of the display position.

[0073] After knowing the size of the display position, a candidate template set can be determined according to the size of the display position. Specifically, templates of multiple sizes are pre-set, and the number of templates of the same size is greater than or equal to one. According to the size of the display position, a candidate template for the display position can be selected from the preset templates. It can be understood that the candidate template is a template that matches the size of the display position. The set of candidate templates for the display position is called a candidate template set.

[0074] The candidate template set includes one or more candidate templates, and the size of the candidate template matches the size of the display position. As an example, the size of the candidate template is the same as the size of the display position.

[0075] It is understandable that the candidate template set is for a display position, and the candidate template set for different display positions may be different.

[0076] In one embodiment of the present invention, in addition to the size of the display position, the candidate template set can also be determined according to a blacklist of unplayable display positions and / or a whitelist of playable display positions. The unplayable display position blacklist is the display position that is not applicable to the preset template. The playable display position whitelist is the display position that is applicable to the preset template.

[0077] As an example, the preset non-playable display position blacklist of template a includes: display position A1 and display position A2. That is, for display position A1 and display position A2, template a cannot be included in the candidate template set.

[0078] As another example, the preset playable display position whitelist of template b includes: display position C1 and display position D2. That is, for display position C1 and display position D2, template b needs to be included in the candidate template set.

[0079] By setting a blacklist of unplayable display positions and / or a whitelist of playable display positions, the scope of use of each template can be effectively controlled. In the event of receiving complaints against a particular template, the template can be set to a blacklist of unplayable display positions to limit the use of the template.

[0080] S103: Select a candidate template from the candidate template set as a template for the display position in combination with the display volume of the candidate template.

[0081] The candidate template set includes one or more candidate templates, and the candidate template can be selected as the template of the display position in combination with the display amount of the candidate template.

[0082] The impression volume is the number of times the display content appears in the display position. As an example, the display content is an advertisement, the display position is an ad position, and the impression volume is the number of times the advertisement appears in the ad position. For example, if the ad position on the homepage of an APP is refreshed once, the ad appears once and the impression volume increases once. The larger the impression volume of a template, the greater the possibility that the template will be selected.

[0083] The candidate template may be selected from the candidate template set as the template for the display position in combination with the display volume of the candidate template.

[0084] See also Figure 3 , Figure 3 The following is a schematic diagram of a process for selecting a template for a display position according to an embodiment of the present invention, which specifically includes:

[0085] S301. In the candidate template set, the TS algorithm is called to calculate the score of the candidate template in combination with the display amount of the candidate template.

[0086] The TS (Thompson Sampling) algorithm is a bandit method for solving the EE (exploration and exploitation tradeoff) problem. In the process of recommending information, many problems can be abstracted as EE problems, such as cold start problem, recommendation item selection and recommendation strategy selection.

[0087] As an example, the cold start problem includes: a user has different interests in different categories of content. For a new user, how to quickly understand his interest in each category of content.

[0088] As an example, the recommended item selection includes: there are several items in the resource pool, which item should be shown to each user to get the most clicks. Should we always choose the one with the best effect?

[0089] As an example, recommendation strategy selection includes: For a new recommendation strategy, is there a faster method than AB Testing to compare the new and old strategies?

[0090] In the EE problem, Exploitation refers to the development and utilization of items known to have higher returns based on the best known strategy; Exploration refers to the exploration of items with potential high returns without considering previous experience. The E&E problem is actually to balance the accuracy and diversity of recommendations.

[0091] Bandit algorithm is an effective algorithm for solving EE problems. Common ones include: naive bandit algorithm, Epsilon-Greedy algorithm, TS algorithm, UCB, etc.

[0092] The TS algorithm is based on Bayesian thinking and uses probability distribution to express uncertainty. Assuming that each item in the item set has a probability p of generating a reward, a probability distribution of a probability p with a higher confidence level can be estimated through continuous experiments.

[0093] The process of estimating the probability distribution of probability p is as follows: Assume that the probability distribution of probability p conforms to the beta (wins, loses) distribution, which has two parameters: wins and loses. Each item maintains a parameter of the beta distribution. Each time an item is selected in a trial, if there is a reward, the wins of the item increases by 1, otherwise the loses increases by 1.

[0094] In a selection, the way to select items is: use the existing beta distribution of each item to generate a random number b, and select the item with the largest random number generated by all items. Compared with other bandit methods, TS has a randomization strategy, that is, it effectively prevents the results from being consistent each time, and has the advantages of relatively simple implementation, small amount of calculation, and more robust data feedback.

[0095] In the embodiment of the present invention, a beta (win, lose) distribution is maintained for each template. Win refers to the number of positive feedbacks, which in actual scenarios refers to the number of templates displayed to users and clicked; lose refers to the number of negative feedbacks, which refers to the number of templates displayed to users but not clicked.

[0096] Each candidate template has a corresponding display volume and click volume. The parameters required by the TS algorithm are calculated as follows: α = click volume + 1; β = display volume + 1-click volume. Using α and β, the TS algorithm is used to calculate the score of the candidate template. Among them, α corresponds to the parameter wins in the TS algorithm; β corresponds to the parameter lose in the TS algorithm.

[0097] Click volume refers to the number of times the displayed content is clicked. The more clicks a template has, the more likely it is to be selected.

[0098] In one embodiment of the present invention, when there are few candidate templates in the candidate template set, in order to avoid the TS algorithm having low credibility and directly identifying the candidate templates as having poor effects and eliminating them, the TS algorithm can be called using preset initialization parameters to calculate the scores of the candidate templates.

[0099] Specifically, a cold start threshold Threshold is preset, and when the display amount is less than or equal to Threshold, initialization parameters α=1, β=1 are preset, and the TS algorithm is called with the above preset initialization parameters to calculate the score of the candidate template.

[0100] In this way, templates can be randomly assigned to ensure that each template is optimized based on a certain amount of data accumulation, so that a template with better playback effect can be played with a greater probability.

[0101] In one embodiment of the present invention, when the display volume is greater than the Threshold, the display volume and click volume of the candidate template can be combined in the candidate template set to calculate the parameters required by the TS algorithm: α = click volume + 1; β = display volume + 1-click volume. Using α and β, the TS algorithm is used to calculate the score of the candidate template.

[0102] S302: Use the candidate template with the highest score as the template for the display position.

[0103] According to the above scheme, the score of each candidate template is calculated, and then the score of each candidate template in the candidate template set is obtained. The higher the score, the more likely the candidate template is to be used as a template for display, and the display volume and click volume will be increased.

[0104] Therefore, the candidate template with the highest score can be used as the template for the display position.

[0105] In one embodiment of the present invention, it is necessary to know the score of each candidate template. First, construct the key required for the candidate template. As an example, the key can be an imp template and a click template. Then, use the key to access the candidate template set. Know the display volume and click volume of each candidate template. Finally, call the TS algorithm to know the score of each candidate template.

[0106] exist Figure 3 In an embodiment, the template of the display position may be determined in combination with the display amount of the candidate templates to increase the display amount of the template of the display position.

[0107] In one embodiment of the present invention, the display quantity of the candidate template is a parameter used to characterize the number of times the candidate template is displayed. After the display content is generated, the display quantity of the template can be updated based on whether the display content is displayed.

[0108] As an example, based on the template of the display position, display content is generated. Based on whether the display content is displayed and whether it is clicked, the display volume and click volume of the template can be updated. For example, if the display content is displayed 5 times and clicked 3 times, the display volume of the template will increase by 5 and the click volume will increase by 3.

[0109] In the above embodiment, timely updating of the display volume of the template and updating of the click volume of the template are helpful in selecting the template of the display position to improve the click rate.

[0110] See also Figure 4 , Figure 4 is a schematic diagram of a process of calculating the score of a candidate template according to an embodiment of the present invention, which specifically includes:

[0111] S401. Calculate the display volume of the candidate template according to the daily display volume of the candidate template and the time decay factor.

[0112] After a long period of data accumulation, the TS algorithm will select the best template from the candidate template set, and the advantage of the best template will become greater and greater, and in the later stage, other candidate templates will hardly be given a chance.

[0113] However, the environment in which content is displayed is constantly changing. To a large extent, the optimal template for displaying content will change with the changes in the overall environment. In order to adapt to changes in the environment,

[0114] On the one hand, the impressions and clicks in the past N days are used as feedback. On the other hand, the closer the data is to the current situation, the more it can reflect the current situation, that is, the higher its importance, while the farther the data is from the current situation, the more difficult it is to represent the current situation, and the lower its importance. N is an integer greater than or equal to 1.

[0115] Therefore, a time decay factor r is preset, and the time decay factor is in days. According to the daily display amount of the candidate template and the time decay factor, the display amount (Imp) of the candidate template is calculated.

[0116] Right now:

[0117] Imp=Impday+r×[Impday-1+r×(Impday-2+…)] (1)

[0118] Among them, Impday is the impression volume on the Nth day, Impday-1 is the impression volume on the N-1th day, and Impday-2 is the impression volume on the N-2th day.

[0119] As the window moves and the time decay factor is added, when the candidate template that was originally considered poor has little or no display in the current window, the TS algorithm will give the candidate template another chance. If the candidate template performs better in the current environment, it will win. In this way, the optimal template in the current environment can be selected according to the changes in the environment.

[0120] S402: In the candidate template set, the TS algorithm is called to calculate the score of the candidate template based on the display volume and click volume of the candidate template.

[0121] The score of the candidate template is calculated similarly to S103.

[0122] exist Figure 4 In the embodiment, considering the influence of time on the candidate template, the display amount of the candidate template is adjusted by the time attenuation factor, and then the score of the candidate template is determined.

[0123] S104: Generate display content according to the template of the display position and the content of the inventory unit, where the inventory unit is determined by the user information.

[0124] The display content of the SKU can be determined based on the user information. As an example, the user information includes: age: 30 years old; gender: female; items of interest: maternal and child products. Then baby milk powder can be used as the SKU, and brand X baby milk powder can be used as the content.

[0125] In this way, display content can be generated based on the display position template and the SKU content. As an example, the SKU content is filled into the display position template to generate display content.

[0126] exist Figure 1 In the embodiment, user information and an identification of a display position are obtained; a candidate template set of available templates for the display position is determined according to the identification of the display position; a candidate template is selected from the candidate template set as a template for the display position in combination with the display quantity of the candidate template; display content is generated according to the template of the display position and the content of the inventory unit, and the inventory unit is determined by the user information. Since the template can be selected in combination with the display quantity, different templates can be used to display content, and the diversification of the display content is conducive to improving the click-through rate.

[0127] In the embodiment of the present invention, it is believed that different templates will affect whether users click to a certain extent, and thus affect the click-through rate. Therefore, the template is selected in combination with the display volume. This can solve the EE problem and effectively balance accuracy and diversity.

[0128] In addition, the display volume of the template is updated in real time to speed up the accuracy of the display volume of the template.

[0129] See also Figure 5 , Figure 5 1 is a flow chart of a method for generating display content according to an embodiment of the present invention, which specifically includes:

[0130] When a user browses on an APP, the APP will request the advertising system with information such as user information and ad slots. The display slot is specifically an ad slot. After parsing the request, the advertising system determines the content of the SKU to be played based on the user information. A template is selected from the candidate template set according to the ad slot, and the selected template is used as the advertising template.

[0131] The template information is obtained during the template selection process. From the image service, it can be known that the content of the SKU is specifically an image. The template information is combined with the image to generate an advertisement, and then the advertisement can be displayed to the user.

[0132] In the process of displaying advertisements to users, when users are attracted by the advertisements and generate click behaviors, the display volume and click volume can be updated, and the updated display volume and click volume can be fed back into the process of selecting templates.

[0133] The following is an analysis of the technical effects of the technical solutions of the embodiments of the present invention in combination with specific experimental data.

[0134] The verification objectives are as follows:

[0135] (1) Whether it can improve the click-through rate.

[0136] (2) Whether it is possible to select the candidate template with the best current effect rather than the suboptimal candidate template.

[0137] (3) Based on the existing set of candidate templates, when a new candidate template is added, can the candidate template with the best effect win and can the inferior candidate templates be eliminated as expected?

[0138] In view of the above verification goals, the design uses the ABTest method, with 50% of the traffic being used for the experiment and 50% of the traffic being reserved for the control group.

[0139] The control group determines the template according to the prior art, and obtains the fixed template identifier of each size through the mapping relationship between the ad slot size and the template identifier, that is, the template identifier of each size ad slot is unique.

[0140] In order to monitor the actual effect of each template, 10% of the traffic in the experimental group is separated as a random group, in which each template is evenly allocated traffic. The actual click rate of each template in the random group is monitored as a criterion for evaluating the quality of the template.

[0141] Therefore, the traffic is divided into three groups: experimental group (40%), random group (10%), and control group (50%). When selecting display positions, choose ad positions with larger magnitude to avoid data distrust problems caused by magnitude.

[0142] To verify the third point: when the experimental effect is stable, the display volume and click volume of the best candidate template and the worst candidate template in the real-time feedback service are cleared respectively to simulate the addition of new templates.

[0143] For a reasonable and effective plan, the effect should be: when an optimal template is added, it can win quickly; when a worst or poorer template is added, it will be eliminated after being given a certain display opportunity in the early stage.

[0144] This experiment was basically stable after 3 days of going online. The conclusion is: the 540x870_s1.jpg template in the random group has the best effect, the experimental group is better than the control group, and the winning template in the experimental group is also the template with the best effect in the random group, which verifies the effectiveness of the technical solution of the embodiment of the present invention. The experiment simulating the addition of new templates also shows that the best template can win.

[0145] The specific data and analysis are as follows:

[0146] (1) Cumulative click rate of each template in the random group

[0147] The random group evenly distributes traffic to each template to observe the actual effect of each template in the current environment.

[0148] In this experiment, a total of 8 templates were involved, and each template accounted for about 12.5% ​​of the display volume. Table 1 shows the display volume ratio, display number, click number and click rate of each template in the random group. Among them, the display volume ratio is the percentage of the display volume of a template to the total display volume of templates in the same time period. The click rate is the ratio of the number of clicks to the number of displays.

[0149] By comparison, we can see that the 540x870_s2.jpg template has the highest click-through rate, which means that this template can attract more users and bring more clicks in the current environment.

[0150] Table 1

[0151] Template Logo Impression volume ratio Impressions Number of hits Click-through rate 540×870_S1.jpg 12.48％ 92885 2564 2.76％ 540×870_S2.jpg 12.56％ 93407 2788 2.98％ 540×870_S3.jpg 12.46％ 92731 2621 2.83％ 540×870_S4.jpg 12.44％ 92548 2259 2.44％ 540×870_S5.jpg 12.59％ 93636 2429 2.59％ 540×870_S6.jpg 12.49％ 92959 2671 2.87％ 540×870_S7.jpg 12.55％ 93390 2520 2.70％ 540×870_S8.jpg 12.42％ 92424 2566 2.78％

[0152] (2) Three groups of effects

[0153] Table 2 records the effect data of the experimental group, random group and control group.

[0154] The experimental group uses the technical solution in the embodiment of the present invention to select the template. The random group evenly distributes traffic to the template. The control group determines the template according to the existing technology, that is, only uses the 540x870_s1.jpg template.

[0155] In actual experiments, the traffic ratio is different. Here is the effect data after the traffic ratio is unified. Table 2 shows that the click-through rate, two-hop clicks, and two-hop revenue of the experimental group are better than those of the control group, which proves the effectiveness of the technical solution in the embodiment of the present invention.

[0156] Among them, two-hop clicks refer to the number of clicks on an intermediate page when a user clicks on an ad to jump to the intermediate page. Two-hop revenue refers to the click revenue obtained on the intermediate page when a user clicks on an ad to jump to the intermediate page.

[0157] Table 2

[0158] Group Impressions Clicks Click-through rate Double click Second-hop income Control group 1049925 31030 2.96％ 28514 17904.73 Experimental Group 1051454 32798 3.12％ 30639 19000.64 Random Group 1052719 30543 2.90％ 29822 18433.26

[0159] (3) Effect analysis of experimental group

[0160] See also Figure 6 , Figure 6 Schematic diagram of a preferred template of an experimental group according to an embodiment of the present invention. Figure 6 The process of selecting a template by the experimental group using the technical solution in the embodiment of the present invention is shown. Figure 6 In the example, the horizontal axis represents the time point in hours, and the vertical axis represents the display volume ratio. Each curve represents a template, and the point on the curve represents the display volume ratio of the template at the current time.

[0161] Figure 6The 8 curves in the figure correspond to the 8 templates in Table 1. It can be seen that in the early stage of the experiment, each template was given a certain display opportunity. As the display amount accumulated, the difference in the effect between the templates gradually emerged. At this time, according to the feedback of real-time data, the templates with better effects were given more display opportunities until the optimal template completely won. The optimal template is Figure 6 The top curve in the figure corresponds to the template identifier: 540x870_s2.jpg. The worst template is Figure 6 The bottom curve in the figure corresponds to the template logo: 540x870_s4.jpg

[0162] (4) Experiments simulating the addition of new templates.

[0163] After the best template of the experimental group wins stably, clear the current best template and worst template: 540x870_s2.jpg and 540x870_s4.jpg.

[0164] See also Figure 7 , Figure 7 is a schematic diagram of simulating a newly added template according to an embodiment of the present invention. Figure 7 In the example, the horizontal axis represents the time point in hours, and the vertical axis represents the display volume ratio. Each curve represents a template, and the point on the curve represents the display volume ratio of the template at the current time.

[0165] Figure 7 It shows that the corresponding template was cleared at 10:00 on September 5. 540x870_s2.jpg corresponds to the top curve. The display volume of 540x870_s2.jpg decreases slightly at first, and as time goes by, 540x870_s2.jpg is selected and wins.

[0166] 540x870_s4.jpg corresponds to the bottom curve. The display volume of 540x870_s4.jpg increases slightly at first, and then disappears as time goes by.

[0167] This verifies that the technical solution of the embodiment of the present invention can achieve the goal of quickly winning when the optimal template is added; and when the worst or relatively poor template is added, it is eliminated after being given a certain display opportunity in the early stage.

[0168] See also Figure 8 , Figure 8 is a schematic diagram of the main structure of an apparatus for generating display content according to an embodiment of the present invention. The apparatus for generating display content can implement a method for generating display content, such as Figure 8 As shown, the device for generating display content specifically includes:

[0169] The acquisition module 801 is used to acquire user information and an identification of a display location.

[0170] The determination module 802 is used to determine a candidate template set of the display position according to the identifier of the display position.

[0171] The selection module 803 is used to select a candidate template from the candidate template set as a template for the display position in combination with the display amount of the candidate template.

[0172] The generating module 804 is used to generate display content according to the template of the display position and the content of the stock quantity unit, where the stock quantity unit is determined by the user information.

[0173] In one embodiment of the present invention, the determination module 802 is specifically configured to obtain the size of the display position according to the identification of the display position;

[0174] According to the size of the display position, a set of candidate templates for the display position is determined.

[0175] In one embodiment of the present invention, the selection module 803 is specifically used to call the TS algorithm in the candidate template set in combination with the display amount of the candidate template to calculate the score of the candidate template;

[0176] The candidate template with the highest score is used as the template for the display position.

[0177] In one embodiment of the present invention, the presentation amount of the candidate template is less than or equal to the cold start threshold, and the selection module 803 is specifically used to call the TS algorithm in the candidate template set using preset initialization parameters to calculate the score of the candidate template.

[0178] In one embodiment of the present invention, the display volume of the candidate template is greater than the cold start threshold, and the selection module 803 is specifically used to call the TS algorithm in the candidate template set and calculate the score of the candidate template in combination with the display volume and click volume of the candidate template.

[0179] In one embodiment of the present invention, the selection module 803 is specifically used to calculate the display amount of the candidate template according to the daily display amount of the candidate template and the time decay factor;

[0180] In the candidate template set, combined with the display volume of the candidate template, the TS algorithm is called to calculate the score of the candidate template.

[0181] In one embodiment of the present invention, the selection module 803 is specifically configured to update the display amount based on whether the display content is displayed.

[0182] Fig. 9 An exemplary system architecture 900 is shown to which the method for generating presentation content or the apparatus for generating presentation content according to the embodiments of the present invention can be applied.

[0183] like Fig. 9As shown, system architecture 900 may include terminal devices 901, 902, 903, network 904 and server 905. Network 904 is used to provide a medium for communication links between terminal devices 901, 902, 903 and server 905. Network 904 may include various connection types, such as wired, wireless communication links or optical fiber cables, etc.

[0184] Users can use terminal devices 901, 902, 903 to interact with server 905 through network 904 to receive or send messages, etc. Various communication client applications can be installed on terminal devices 901, 902, 903, such as shopping applications, web browser applications, search applications, instant messaging tools, email clients, social platform software, etc. (only examples).

[0185] The terminal devices 901 , 902 , and 903 may be various electronic devices having a display screen and supporting web browsing, including but not limited to smart phones, tablet computers, laptop computers, and desktop computers, etc.

[0186] The server 905 may be a server that provides various services, such as a backend management server (only an example) that provides support for shopping websites browsed by users using the terminal devices 901, 902, and 903. The backend management server may analyze and process the received data such as product information query requests, and feed back the processing results (such as target push information, product information - only an example) to the terminal device.

[0187] It should be noted that the method for generating display content provided in the embodiment of the present invention is generally executed by the server 905 , and accordingly, the device for generating display content is generally disposed in the server 905 .

[0188] It should be understood that Fig. 9 The number of terminal devices, networks and servers in the embodiment is only for illustration. Any number of terminal devices, networks and servers may be provided according to implementation requirements.

[0189] Reference below Fig.10 , which shows a schematic diagram of the structure of a computer system 1000 of a terminal device suitable for implementing an embodiment of the present invention. Fig.10 The terminal device shown is only an example and should not bring any limitation to the functions and scope of use of the embodiments of the present invention.

[0190] like Fig.10As shown, the computer system 1000 includes a central processing unit (CPU) 1001, which can perform various appropriate actions and processes according to a program stored in a read-only memory (ROM) 1002 or a program loaded from a storage part 1008 into a random access memory (RAM) 1003. In the RAM 1003, various programs and data required for the operation of the system 1000 are also stored. The CPU 1001, the ROM 1002, and the RAM 1003 are connected to each other via a bus 1004. An input / output (I / O) interface 1005 is also connected to the bus 1004.

[0191] The following components are connected to the I / O interface 1005: an input section 1006 including a keyboard, a mouse, etc.; an output section 1007 including a cathode ray tube (CRT), a liquid crystal display (LCD), etc., and a speaker, etc.; a storage section 1008 including a hard disk, etc.; and a communication section 1009 including a network interface card such as a LAN card, a modem, etc. The communication section 1009 performs communication processing via a network such as the Internet. A drive 1010 is also connected to the I / O interface 1005 as needed. A removable medium 1011, such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, etc., is installed on the drive 1010 as needed, so that a computer program read therefrom is installed into the storage section 1008 as needed.

[0192] In particular, according to the embodiments disclosed in the present invention, the process described above with reference to the flowchart can be implemented as a computer software program. For example, the embodiments disclosed in the present invention include a computer program product, which includes a computer program carried on a computer-readable medium, and the computer program includes a program code for executing the method shown in the flowchart. In such an embodiment, the computer program can be downloaded and installed from the network through the communication part 1009, and / or installed from the removable medium 1011. When the computer program is executed by the central processing unit (CPU) 1001, the above-mentioned functions defined in the system of the present invention are executed.

[0193] It should be noted that the computer-readable medium shown in the present invention may be a computer-readable signal medium or a computer-readable storage medium or any combination of the above two. The computer-readable storage medium may be, for example, but not limited to, an electrical, magnetic, optical, electromagnetic, infrared, or semiconductor system, device or device, or any combination of the above. More specific examples of computer-readable storage media may include, but are not limited to: an electrical connection with one or more wires, a portable computer disk, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disk read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the above. In the present invention, a computer-readable storage medium may be any tangible medium containing or storing a program that can be used by or in combination with an instruction execution system, device or device. In the present invention, a computer-readable signal medium may include a data signal propagated in a baseband or as part of a carrier wave, which carries a computer-readable program code. This propagated data signal may take a variety of forms, including but not limited to electromagnetic signals, optical signals, or any suitable combination of the above. Computer-readable signal media may also be any computer-readable medium other than computer-readable storage media, which may send, propagate or transmit a program for use by or in conjunction with an instruction execution system, apparatus or device. The program code contained on the computer-readable medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, optical cable, RF, etc., or any suitable combination of the above.

[0194] The flow chart and block diagram in the accompanying drawings illustrate the possible architecture, function and operation of the system, method and computer program product according to various embodiments of the present invention. In this regard, each box in the flow chart or block diagram can represent a module, a program segment, or a part of a code, and the above-mentioned module, program segment, or a part of a code contains one or more executable instructions for realizing the specified logical function. It should also be noted that in some alternative implementations, the functions marked in the box can also occur in a different order from the order marked in the accompanying drawings. For example, two boxes represented in succession can actually be executed substantially in parallel, and they can sometimes be executed in the opposite order, depending on the functions involved. It should also be noted that each box in the block diagram or flow chart, and the combination of the boxes in the block diagram or flow chart can be implemented with a dedicated hardware-based system that performs a specified function or operation, or can be implemented with a combination of dedicated hardware and computer instructions.

[0195] The modules involved in the embodiments of the present invention may be implemented in software or hardware. The modules described may also be provided in a processor. For example, they may be described as follows: a processor includes a sending unit, an acquisition unit, a determination unit, and a first processing unit. The names of these units do not, in some cases, constitute limitations on the units themselves. For example, the sending unit may also be described as a "unit that sends a request for obtaining an image to a connected server."

[0196] As another aspect, the present invention further provides a computer-readable medium, which may be included in the device described in the above embodiment; or may exist independently without being assembled into the device. The above computer-readable medium carries one or more programs, and when the above one or more programs are executed by a device, the device includes:

[0197] Obtain user information and display location identification;

[0198] Determining a candidate template set for the display position according to the identifier of the display position;

[0199] In the candidate template set, a candidate template is selected as the template of the display position in combination with the display amount of the candidate template;

[0200] Display content is generated according to the template of the display position and the content of the stock quantity unit, and the stock quantity unit is determined by the user information.

[0201] According to the technical solution of the embodiment of the present invention, user information and the identification of the display position are obtained; according to the identification of the display position, a candidate template set of available templates for the display position is determined; in the candidate template set, a candidate template is selected as the template of the display position in combination with the display quantity of the candidate template; display content is generated based on the template of the display position and the content of the inventory unit, and the inventory unit is determined by the user information. Since the template can be selected in combination with the display quantity, different templates can be used to display content, and the diversification of the display content is conducive to improving the click-through rate.

[0202] The above specific implementations do not constitute a limitation on the protection scope of the present invention. It should be understood by those skilled in the art that various modifications, combinations, sub-combinations and substitutions may occur depending on design requirements and other factors. Any modification, equivalent substitution and improvement made within the spirit and principle of the present invention shall be included in the protection scope of the present invention.

Claims

1. A method for generating display content, characterized in that: include: Obtain user information and display location identification; Determining a candidate template set for the display position according to the identifier of the display position; In the candidate template set, a candidate template is selected as the template of the display position in combination with the display amount of the candidate template; Generate display content according to the template of the display position and the content of the stock quantity unit, wherein the stock quantity unit is determined by the user information; The selecting a candidate template from the candidate template set as the template of the display position in combination with the display amount of the candidate template includes: In the candidate template set, combined with the display amount of the candidate template, the TS algorithm is called to calculate the score of the candidate template; The candidate template with the highest score is used as the template of the display position; In the candidate template set, combining the display amount of the candidate template, calling the TS algorithm, and calculating the score of the candidate template includes: Calculate the display volume of the candidate template according to the daily display volume of the candidate template and the time decay factor; In the candidate template set, combined with the display amount of the candidate template, the TS algorithm is called to calculate the score of the candidate template.

2. The method for generating display content according to claim 1, characterized in that: The step of determining a candidate template set for the display position according to the identifier of the display position includes: According to the identifier of the display position, the size of the display position is obtained; According to the size of the display position, a candidate template set of the display position is determined.

3. The method for generating display content according to claim 1, characterized in that: In the candidate template set, combining the display amount of the candidate template, calling the TS algorithm, and calculating the score of the candidate template includes: The presentation amount of the candidate template is less than or equal to the cold start threshold, In the candidate template set, the TS algorithm is called using preset initialization parameters to calculate the scores of the candidate templates.

4. The method for generating display content according to claim 1, characterized in that: In the candidate template set, combining the display amount of the candidate template, calling the TS algorithm, and calculating the score of the candidate template includes: The presentation amount of the candidate template is greater than the cold start threshold, In the candidate template set, the TS algorithm is called to calculate the score of the candidate template in combination with the display volume and click volume of the candidate template.

5. The method for generating display content according to claim 1, characterized in that: The method further comprises: Based on whether the display content is displayed, the display amount is updated.

6. A device for generating display content, characterized in that: include: The acquisition module is used to obtain user information and display location identification; A determination module, configured to determine a candidate template set of the display position according to the identifier of the display position; A selection module, configured to select a candidate template from the candidate template set as a template for the display position in combination with the display amount of the candidate template; And, in the candidate template set, combined with the display amount of the candidate template, calling the TS algorithm to calculate the score of the candidate template; The candidate template with the highest score is used as the template of the display position; And, according to the daily display amount of the candidate template and the time decay factor, calculating the display amount of the candidate template; In the candidate template set, combined with the display amount of the candidate template, the TS algorithm is called to calculate the score of the candidate template; A generating module is used to generate display content according to the template of the display position and the content of the inventory unit, wherein the inventory unit is determined by the user information.

7. An electronic device for generating display content, characterized in that: include: one or more processors; a storage device for storing one or more programs, When the one or more programs are executed by the one or more processors, the one or more processors implement the method according to any one of claims 1 to 5.

8. A computer readable medium having a computer program stored thereon, characterized in that: When the program is executed by a processor, the method according to any one of claims 1 to 5 is implemented.

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