Live broadcast advertising resource delivery control method, system, device, equipment and storage medium

Abstract

The present application relates to a method, system, device, equipment and storage medium for controlling the delivery of live broadcast advertising resources, and belongs to the field of network live broadcast technology. In the present application, the cost information and revenue information of the target live broadcast advertising resources in the historical time period are used to construct and train the benefit conversion model, and the first revenue prediction information of the target live broadcast advertising resources within the target time is obtained. When the first revenue prediction information does not reach the preset revenue target, the revenue information of the target live broadcast advertising resources within the pause time is obtained and the revenue prediction information of the target live broadcast advertising resources is recalculated, so as to avoid data reception delays caused by network anomalies, resulting in incorrect calculation of the revenue of live broadcast advertising resources, so that high-quality live broadcast advertising resources are mistakenly stopped from being delivered. At the same time, low-revenue live broadcast advertising resources can be closed in time, so as to reduce the control cost of live broadcast advertising resources delivery and improve the efficiency of advertising delivery.

Description

Technical Field

[0001] The present application relates to the technical field of network live broadcasting, and in particular to a method, system, device, equipment and storage medium for controlling the delivery of live broadcast advertising resources. Background Art

[0002] With the development of Internet technology, watching the live video component of the anchor in the live broadcast room has become a daily entertainment activity for people. The live broadcast platform can increase the market share and live broadcast viewing rate of the live broadcast software by placing advertisements for live broadcast activities in major media. However, as the number of users watching live broadcasts increases, the number of users attracted by advertising decreases, and the cost of advertising increases. Summary of the invention

[0003] Based on this, the purpose of this application is to provide a live broadcast advertising resource delivery control method, system, device, equipment and storage medium, and propose a live broadcast advertising resource delivery control method that can promptly close low-yield live broadcast advertising resources, reduce the cost of live broadcast advertising resource delivery control, and improve the efficiency of advertising delivery.

[0004] According to a first aspect of an embodiment of the present application, a method for controlling the delivery of live broadcast advertising resources is provided, and the method for controlling the delivery of live broadcast advertising resources includes:

[0005] Obtain the cost and revenue information of the target live broadcast advertising resources in the historical time period from the delivery channel server;

[0006] Based on the cost information and revenue information of the historical time period, a benefit conversion model for obtaining revenue forecast information of target live broadcast advertising resources within a target time period is constructed and trained;

[0007] Using the benefit conversion model to obtain first revenue forecast information of target live broadcast advertising resources within a target time;

[0008] If the first revenue forecast information does not reach the preset revenue target, a pause delivery request is sent to the delivery channel server to obtain revenue information of the target live broadcast advertising resource within the pause time; wherein the pause delivery request includes the preset pause time;

[0009] Retraining a benefit conversion model for obtaining revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and obtaining second revenue prediction information of the target live broadcast advertising resource within the target time using the retrained benefit conversion model;

[0010] If the second revenue forecast information still fails to reach the preset revenue target, the target live broadcast advertising resource is marked as a shut-down live broadcast advertising resource, and a shut-down request is sent to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

[0011] According to a second aspect of an embodiment of the present application, a live broadcast advertising resource delivery control system is provided, including a server end and a viewer end;

[0012] The delivery channel server obtains the cost information and revenue information of the target live broadcast advertising resources in the historical time period and sends it to the server;

[0013] The server side uses the benefit conversion model to obtain first revenue prediction information of the target live broadcast advertising resource within the target time;

[0014] When the first revenue forecast information does not reach the preset revenue target, the server sends a pause delivery request to the delivery channel server to obtain revenue information of the target live broadcast advertising resources within the pause time; wherein the pause delivery request includes the preset pause time;

[0015] The server retrains a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and obtains the second revenue prediction information of the target live broadcast advertising resource within the target time by using the retrained benefit conversion model;

[0016] When the second revenue forecast information still fails to reach the preset revenue target, the server side marks the target live broadcast advertising resource as a shut-down live broadcast advertising resource, and sends a shut-down request to the delivery channel server side, so that the delivery channel server side stops delivering the shut-down live broadcast advertising resource.

[0017] According to a third aspect of an embodiment of the present application, a live broadcast advertising resource delivery control device is provided, the device comprising:

[0018] A historical information acquisition module is used to obtain the cost information and revenue information of the target live broadcast advertising resources in the historical time period from the delivery channel server;

[0019] A model training module, for constructing and training a benefit conversion model for obtaining revenue prediction information of target live broadcast advertising resources within a target time period based on the cost information and revenue information of the historical time period;

[0020] A first prediction module, used to obtain first revenue prediction information of a target live broadcast advertising resource within a target time by using the benefit conversion model;

[0021] A pause module, configured to send a pause delivery request to the delivery channel server to obtain the revenue information of the target live broadcast advertising resource within the pause time if the first revenue forecast information does not reach the preset revenue target; wherein the pause delivery request includes the preset pause time;

[0022] A second prediction module is used to retrain a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and use the retrained benefit conversion model to obtain second revenue prediction information of the target live broadcast advertising resource within the target time;

[0023] The shutdown module is used to mark the target live broadcast advertising resource as a shut-down live broadcast advertising resource if the second revenue forecast information still fails to reach the preset revenue target, and send a shutdown request to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

[0024] According to a fourth aspect of an embodiment of the present application, there is provided an electronic device, comprising: a processor and a memory; wherein the memory stores a computer program, and the computer program is suitable for being loaded by the processor and executing any one of the live broadcast advertising resource delivery control methods.

[0025] According to a fifth aspect of an embodiment of the present application, there is provided a computer-readable storage medium on which a computer program is stored. When the computer program is executed by a processor, any one of the methods for controlling the delivery of live broadcast advertising resources is implemented.

[0026] In the present application, a benefit conversion model is constructed and trained using the cost information and revenue information of the target live broadcast advertising resources in the historical time period to obtain the first revenue prediction information of the target live broadcast advertising resources within the target time. When the first revenue prediction information fails to reach the preset revenue target, the revenue information of the target live broadcast advertising resources within the pause time is obtained and the revenue prediction information of the target live broadcast advertising resources is recalculated to avoid data reception delays caused by network anomalies, resulting in incorrect calculation of live broadcast advertising resource revenue and erroneous suspension of high-quality live broadcast advertising resources. At the same time, low-revenue live broadcast advertising resources can be closed in time to reduce the control cost of live broadcast advertising resource delivery and improve the efficiency of advertising delivery.

[0027] It should be understood that the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the present application.

[0028] For better understanding and implementation, the present application is described in detail below with reference to the accompanying drawings. BRIEF DESCRIPTION OF THE DRAWINGS

[0029] Figure 1 A schematic diagram of an application environment of a live broadcast advertising resource delivery control method provided by an embodiment of the present application;

[0030] Figure 2 A flowchart of a live broadcast advertising resource delivery control method provided by an embodiment of the present application;

[0031] Figure 3 A schematic diagram of the structure of a live broadcast advertising resource delivery control device provided by an embodiment of the present application;

[0032] Figure 4 A schematic diagram of the structure of an electronic device provided in accordance with an embodiment of the present application. DETAILED DESCRIPTION

[0033] In order to make the objectives, technical solutions and advantages of the present application more clear, the embodiments of the present application will be further described in detail below with reference to the accompanying drawings.

[0034] It should be clear that the described embodiments are only part of the embodiments of the present application, rather than all the embodiments. Based on the embodiments in the present application, all other embodiments obtained by ordinary technicians in the field without creative work are within the scope of protection of the present application.

[0035] When the following description refers to the drawings, unless otherwise indicated, the same numbers in different drawings represent the same or similar elements. The embodiments described in the following exemplary embodiments do not represent all embodiments consistent with the present application. Instead, they are only examples of devices and methods consistent with some aspects of the present application as detailed in the attached claims.

[0036] In the description of the present application, it should be understood that the terms "first", "second", "third", etc. are only used to distinguish similar objects, and are not necessarily used to describe a specific order or sequence, nor can they be understood as indicating or implying relative importance. For those of ordinary skill in the art, the specific meanings of the above terms in the present application can be understood according to the specific circumstances. The singular forms of "a", "said", and "the" used in the present application and the appended claims are also intended to include plural forms, unless the context clearly indicates other meanings. The words "if" / "if" used herein can be interpreted as "at the time of" or "when" or "in response to determination". In addition, in the description of the present application, unless otherwise specified, "multiple" refers to two or more. "And / or" describes the association relationship of associated objects, indicating that three relationships can exist, for example, A and / or B can represent: A exists alone, A and B exist at the same time, and B exists alone. The character " / " generally indicates that the objects associated before and after are in an "or" relationship.

[0037] See also Figure 1 , Figure 1 A schematic diagram of an application scenario of a live broadcast advertising resource delivery control method provided in an embodiment of the present application, wherein the application scenario includes a server 10, a delivery channel server 20, and a client 30 provided in an embodiment of the present application.

[0038] The server side 10 is the publisher of live broadcast advertising resources. The server side 10 is connected to the distribution channel server side 20, and the distribution channel server side 20 is connected to the client side 30. The server side 10 sends the live broadcast advertising resources to be delivered to the distribution channel server side 20, and the distribution channel server side 20 delivers the advertisements to the client side 30.

[0039] The delivery channel server 20 is configured with a direct delivery engine for direct delivery of advertisements, a mixing engine for mixing advertisements, and a programmatic engine associated with the mixing engine, wherein the programmatic engine is used to deliver the target advertisements determined after mixing by the mixing engine to the client 30.

[0040] The hardware pointed to by the viewer end 30 is essentially a computer device, specifically, Figure 1 As shown, it can be a computer device of the type of a smart phone, a smart interactive tablet, a personal computer, etc. The delivery channel server end 20 and the audience end 30 can both access the Internet through a known network access method and establish a data communication link with the server end 10.

[0041] The delivery channel server 20 obtains the cost information and revenue information of the target live broadcast advertising resources in the historical time period and sends it to the server;

[0042] The server 10 uses the benefit conversion model to obtain first revenue prediction information of the target live broadcast advertising resource within the target time;

[0043] When the first revenue forecast information does not reach the preset revenue target, the server 10 sends a pause delivery request to the delivery channel server to obtain the revenue information of the target live broadcast advertising resource within the pause time; wherein the pause delivery request includes the preset pause time;

[0044] The server 10 retrains a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and obtains the second revenue prediction information of the target live broadcast advertising resource within the target time by using the retrained benefit conversion model;

[0045] When the second revenue forecast information still fails to reach the preset revenue target, the server side 10 marks the target live broadcast advertising resource as a shut-down live broadcast advertising resource, and sends a shut-down request to the delivery channel server side, so that the delivery channel server side stops delivering the shut-down live broadcast advertising resource.

[0046] Example:

[0047] A live broadcast advertising resource delivery control method provided in an embodiment of the present application will be introduced in detail below in conjunction with the accompanying drawings.

[0048] See also Figure 2 The embodiment of the present application provides a method for controlling the delivery of live broadcast advertising resources, which can be applied to the server 10, and includes the following steps:

[0049] S101: Obtaining cost information and revenue information of target live broadcast advertising resources in a historical time period from a delivery channel server;

[0050] The target live broadcast advertising resource may be a live broadcast advertising resource to be controlled selected by a user, which may include at least one live broadcast advertising resource.

[0051] It should be noted that the target live broadcast advertising resources described in this application are live broadcast advertising resources that have been delivered on the delivery channel server for a period of time.

[0052] In step S101, the server side may send a revenue request instruction to the delivery channel server side, where the revenue request instruction may include identity information such as the identifier and ID of the target live broadcast advertising resource requested to be returned, and the delivery channel server side responds to the revenue request instruction by returning the cost information and revenue information of the target live broadcast advertising resource in the historical time period to the server side.

[0053] The cost information is the cost consumed in delivering the target live broadcast advertising resources, which can be obtained based on information such as the delivery time, delivery orientation, and delivery quotation of the delivery channel server side of the target live broadcast advertising resources.

[0054] The revenue information is the revenue that the server can obtain after delivering the target live broadcast advertising resources, for example, it can be the exposure rate, click rate or conversion rate of registered users of the live broadcast software, etc.

[0055] S102: constructing and training a benefit conversion model for obtaining revenue prediction information of target live broadcast advertising resources within a target time period according to the cost information and revenue information of the historical time period;

[0056] The benefit conversion model is used to obtain the revenue forecast information of the target live broadcast advertising resources within the target time, where the target time can be a future period set by the user.

[0057] The benefit conversion model is used to establish the mapping relationship between time periods, cost information and benefit information. In this step, the cost information and benefit information of the historical time period are used to build and train the benefit conversion model. The benefit conversion model can reflect the mapping relationship between time periods, cost information and benefit information.

[0058] The benefit conversion model of the present application can be used to calculate the revenue of live broadcast advertising resources under a larger budget. It involves many calculation parameters and a large amount of data calculation. In order to improve the efficiency of live broadcast advertising resource delivery, in one embodiment, before constructing and training the benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time, the following steps are also included:

[0059] Get the minimum budget value for server-side delivery of the delivery channel;

[0060] Build and train a click-through rate prediction model based on the budget value and click-through rate of the target live broadcast advertising resources in the historical time period;

[0061] Inputting the minimum budget value into the click rate prediction model to obtain a click rate prediction value;

[0062] If the predicted click rate value is lower than the preset click rate threshold, the target live broadcast advertising resource is marked as a shut-down live broadcast advertising resource, and a shut-down request is sent to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

[0063] The budget value of the historical time period can be obtained from the cost information, and the click rate of the historical time period can be obtained from the revenue information.

[0064] If the click-through rate prediction value calculated by the click-through rate prediction model is lower than the preset click-through rate threshold, it means that the target live broadcast advertising resources cannot meet the minimum budget value required for delivery on the delivery channel server side. The target live broadcast advertising resources can be directly shut down without additional calculations, thereby improving the efficiency of live broadcast advertising resource delivery control.

[0065] If the click rate prediction value is higher than the preset click rate threshold, the budget value input into the click rate prediction model may be gradually increased according to the preset budget increase value to obtain the output click rate prediction value;

[0066] If the output click rate prediction value is still higher than the preset click rate threshold, a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time period is constructed and trained according to the cost information and revenue information of the historical time period.

[0067] Alternatively, in another embodiment, before constructing and training the benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resource within the target time, the following steps are also included:

[0068] According to the delivery time and the click rate, obtaining the click rate per unit time;

[0069] If the click rate per unit time is lower than the preset click rate threshold per unit time, the target live broadcast advertising resource is marked as a shut-down live broadcast advertising resource, and a shut-down request is sent to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

[0070] The delivery time can be obtained from the cost information, and the click rate in the historical time period can be obtained from the revenue information.

[0071] For target live broadcast advertising resources with low conversion rate per unit time, it means that the advertising benefits generated by the target live broadcast advertising resources are also low. At this time, the target live broadcast advertising resources can be directly shut down without additional calculations, thereby improving the efficiency of live broadcast advertising resource delivery control.

[0072] S103: using the benefit conversion model to obtain first revenue prediction information of target live broadcast advertising resources within a target time;

[0073] The first revenue prediction information is used to determine the revenue that can be obtained by placing the target live broadcast advertising resource within the target time. Specifically, the first revenue prediction information is used to determine the click rate that can be obtained by placing the target live broadcast advertising resource within the target time.

[0074] In one embodiment, the cost information includes a budget value, delivery orientation information and delivery time, and the benefit information includes a return on investment ratio; wherein the benefit conversion model uses the budget, delivery orientation information and delivery time as independent variables and uses the return on investment ratio as a dependent variable to construct the benefit conversion model;

[0075] The step of using the benefit conversion model to obtain first revenue forecast information of target live broadcast advertising resources within a target time includes:

[0076] Obtaining preset adjustment range information; wherein the adjustment range information includes a budget range, a delivery targeting range, and a delivery time range;

[0077] Adjusting the budget of the benefit conversion model, the delivery targeting information and the delivery time according to the adjustment range information to obtain the maximum return on investment ratio;

[0078] If the maximum investment return ratio value exceeds a preset investment return ratio threshold, it is determined that the first revenue forecast information reaches a preset revenue target.

[0079] Return on investment is the ratio of click-through rate to budget.

[0080] If it is determined that the first revenue forecast information reaches the preset revenue target, it is considered that the target live broadcast advertising resource has a certain advertising benefit, and the advertising benefit of the target live broadcast advertising resource can be further improved by adjusting the delivery plan of the target live broadcast advertising resource. Preferably, after obtaining the maximum return on investment ratio, the following steps are also included:

[0081] Obtain the advertising budget, advertising targeting information and advertising time with the highest return on investment;

[0082] According to the budget, delivery targeting information and delivery time, the delivery method of the target live broadcast advertising resources is adjusted, a delivery adjustment request is generated, and the delivery adjustment request is sent to the delivery channel server end, so that the delivery channel server end adjusts the delivery method of the target live broadcast advertising resources according to the delivery request.

[0083] Adjusting the delivery method of the target live broadcast advertising resource may include adjusting the budget, delivery targeting information and delivery time of the target live broadcast advertising resource. For example, the delivery method of the target live broadcast advertising resource may be adjusted according to the delivery budget, delivery targeting information and delivery time with the highest return on investment.

[0084] S104: If the first revenue forecast information does not reach the preset revenue target, send a pause delivery request to the delivery channel server to obtain revenue information of the target live broadcast advertising resource within the pause time; wherein the pause delivery request includes the preset pause time;

[0085] The profit target can be a profit target value pre-set by the user. If the profit prediction value corresponding to the first profit forecast information is greater than or equal to the profit target value, it is determined that the first profit forecast information has reached the preset profit target; otherwise, if the profit prediction value corresponding to the first profit forecast information is less than the profit target value, it is determined that the first profit forecast information has not reached the preset profit target.

[0086] When encountering external environmental influences such as abnormal network connection or special marketing activities, it may affect the normal acquisition of target live broadcast advertising resource revenue information. That is, the revenue information obtained at this time is lower than that during normal delivery. At this time, if the decision to stop delivering the target live broadcast advertising resources is made directly based on whether the first revenue prediction information reaches the preset revenue target, it may cause misjudgment and affect the delivery efficiency.

[0087] Therefore, when the first revenue forecast information fails to reach the preset revenue target, a pause request is sent to the delivery channel server to obtain the cost information and revenue information of the target live broadcast advertising resources during the pause time. At this time, the revenue information of the target live broadcast advertising resources during the pause time is affected by network delays and should be regarded as the revenue information of the target live broadcast advertising resources in the historical time period.

[0088] If the first revenue forecast information reaches the preset revenue target, it is considered to have a certain advertising benefit and can be saved in the high-quality live broadcast advertising resource database for subsequent use, or a prompt signal for adjusting the delivery demand can be issued to prompt the user to adjust the delivery plan in time, thereby further improving the advertising benefit of the high-quality live broadcast advertising resources.

[0089] The prompt signal may be sent to the corresponding advertising operator by SMS, WeChat or email. The notification of the corresponding advertising operator may be to send the prompt signal to the device of the advertising operator pre-bound to the server.

[0090] Specifically, after obtaining the first revenue prediction information of the target live broadcast advertising resource within the target time by using the benefit conversion model, the following steps are also included:

[0091] If the first revenue prediction information reaches a preset revenue target, the target live broadcast advertising resource is identified as a high-quality live broadcast advertising resource and saved in a high-quality live broadcast advertising resource database;

[0092] In response to the delivery demand information for the high-quality live broadcast advertising resource, a delivery request for the high-quality live broadcast advertising resource is generated, and the delivery request is sent to the delivery channel server, so that the delivery channel server pushes the high-quality live broadcast advertising resource according to the delivery request.

[0093] The delivery request can be used to adjust the delivery plan of high-quality live broadcast advertising resources. The delivery request can be generated based on the user's delivery demand information for the high-quality live broadcast advertising resources, for example, increasing the delivery time, delivery budget, or full-scale delivery.

[0094] High-quality live broadcast advertising resources can generate certain advertising revenue within a certain period of time. However, as time goes by and the audience becomes more familiar with the high-quality live broadcast advertising resources, the advertising benefits generated by the high-quality live broadcast advertising resources decrease. At this time, if the high-quality live broadcast advertising resources continue to be released in large quantities, the cost is high and the rate of return is low. Therefore, in response to the above problems, the live broadcast advertising resource delivery control method described in this application also includes the following steps:

[0095] According to the preset monitoring time, the revenue decay information of each high-quality live broadcast advertising resource within the monitoring time is obtained; if the revenue decay information of the high-quality live broadcast advertising resource meets the preset decay condition, the high-quality live broadcast advertising resource is marked as a live broadcast advertising resource to be confirmed, and the live broadcast advertising resource to be confirmed is deleted from the high-quality live broadcast advertising resource database.

[0096] The monitoring duration can be set according to the actual operation of the live broadcast advertising resources.

[0097] Preferably, in an embodiment of the present application, it is possible to monitor in real time whether the live broadcast advertising resources exceed the safety interval according to the preset monitoring data and its safety interval. If so, the live broadcast advertising resources are marked as abnormal advertising resources. When an abnormality occurs, relevant personnel are prompted to check via SMS, WeChat, email, etc.

[0098] The revenue decay information indicates the revenue decay of high-quality live broadcast advertising resources. Specifically, the revenue decay information may include effective cost per mille (ECPM), where ECPM refers to the advertising revenue obtained for every thousand impressions. In an embodiment of the present application, the advertising revenue may refer to the click-through rate.

[0099] The preset decay condition is used to determine whether the advertising benefits generated by high-quality live broadcast advertising resources are lower than their delivery costs. For example, the preset decay condition can be set to be greater than a minimum threshold of revenue per thousand impressions, where the minimum threshold of revenue per thousand impressions can be set based on the delivery costs of high-quality live broadcast advertising resources.

[0100] When the revenue decay of high-quality live broadcast advertising resources reaches the preset decay condition, it is considered that the advertising benefit generated by the high-quality live broadcast advertising resources is lower than its delivery cost. At this time, the high-quality live broadcast advertising resources are marked as live broadcast advertising resources to be confirmed, and the live broadcast advertising resources to be confirmed are deleted from the high-quality live broadcast advertising resources database.

[0101] S105: retraining a benefit conversion model for obtaining revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and obtaining second revenue prediction information of the target live broadcast advertising resource within the target time by using the retrained benefit conversion model;

[0102] Specifically, the revenue information of the target live broadcast advertising resources during the pause time and the revenue information of the historical time period are added to obtain accurate revenue information of the historical time period, and then a benefit conversion model for obtaining revenue prediction information of the target live broadcast advertising resources during the target time is retrained based on the revenue information and cost information, and the retrained benefit conversion model is used to obtain second revenue prediction information of the target live broadcast advertising resources during the target time.

[0103] S106: If the second revenue prediction information still does not reach the preset revenue target, mark the target live broadcast advertising resource as a shut-down live broadcast advertising resource, and send a shut-down request to the delivery channel server end, so that the delivery channel server end stops delivering the shut-down live broadcast advertising resource;

[0104] If the second revenue forecast information reaches the preset revenue target, it means that the target live broadcast advertising resource has a certain advertising benefit. At this time, the target live broadcast advertising resource will not be marked as a closed live broadcast advertising resource, and the target live broadcast advertising resource will continue to be delivered on the delivery channel server after the suspension time.

[0105] Specifically, the target live broadcast advertising resource may be marked as a closed live broadcast advertising resource by adding text, icons, animations or other identifiers to the target live broadcast advertising resource.

[0106] Preferably, the target live broadcast advertising resources and the identification of the target live broadcast advertising resources can be displayed on the display device, or, through message push, it is convenient for operating personnel to promptly understand the delivery revenue of the live broadcast advertising resources, and promptly shut down the live broadcast advertising resources with low revenue, thereby reducing the operating costs of the live broadcast advertising resources and improving the return on the delivery of live broadcast advertising resources.

[0107] If the target live broadcast advertising resource is identified as a shut down live broadcast advertising resource, the server generates a shut down request for shutting down the live broadcast advertising resource and sends it to the delivery channel server, so that the delivery channel server can stop delivering the shut down live broadcast advertising resource in time.

[0108] In an embodiment of the present application, a benefit conversion model is constructed and trained using cost information and revenue information of target live broadcast advertising resources in a historical time period to obtain first revenue prediction information of the target live broadcast advertising resources within the target time period. When the first revenue prediction information fails to reach a preset revenue target, the revenue information of the target live broadcast advertising resources within the pause time period is obtained and the revenue prediction information of the target live broadcast advertising resources is recalculated to avoid data reception delays caused by network anomalies, resulting in incorrect calculation of live broadcast advertising resource revenue and erroneous suspension of high-quality live broadcast advertising resources. At the same time, low-revenue live broadcast advertising resources can be closed in a timely manner to reduce the control cost of live broadcast advertising resource delivery and improve the efficiency of advertising delivery.

[0109] In addition, with regard to shutting down live broadcast advertising resources, if the user believes that shutting down live broadcast advertising resources has certain advertising benefits after manual verification, the user can also input adjustment information by triggering the operation control corresponding to the shutting down of the live broadcast advertising resources. The server adjusts the mark of shutting down the live broadcast advertising resources according to the adjustment information input by the user. For example, when the user can delete the shut-down mark of the live broadcast advertising resources by inputting adjustment information, and re-send the delivery request of the live broadcast advertising resources to the delivery channel server, the delivery channel server can deliver the live broadcast advertising resources and improve the delivery efficiency.

[0110] Alternatively, in another embodiment, the shutdown of live broadcast advertising resources may be further verified to avoid erroneous shutdown of high-quality live broadcast advertising resources. Specifically, after sending a shutdown request to the delivery channel server, the following steps are also included:

[0111] If the stopped live broadcast advertising resource meets the preset pending confirmation condition, the stopped live broadcast advertising resource is marked as a pending confirmation live broadcast advertising resource;

[0112] The pending confirmation condition can be set according to the user's operational needs. For example, the pending confirmation condition in the embodiment of the present application includes: the shutdown time of the live broadcast advertising resource meets the preset time threshold.

[0113] The time threshold can be set according to the actual operation of the live broadcast advertising resources. For example, it can be set to 3 days.

[0114] The live broadcast advertising resources to be confirmed are live broadcast advertising resources that need further verification to determine whether they have advertising benefits. The verification method may be manual verification, or re-execution of steps S101-S106 of the present application to identify the live broadcast advertising resources to be confirmed.

[0115] Generally, in order to avoid excessive swiping of the same advertisement on the screen, the delivery channel server is prone to displaying the advertisements with reduced authority for repeated delivery. In order to avoid the above situation affecting the further verification of the live broadcast advertising resources to be confirmed, in the embodiment of the present application, after marking the shut down live broadcast advertising resources as live broadcast advertising resources to be confirmed, the following steps are also included:

[0116] Changing the delivery account information of the to-be-confirmed live broadcast advertising resource, resending a delivery request to the delivery channel server, and obtaining cost information and revenue information of the to-be-confirmed live broadcast advertising resource in a historical time period;

[0117] According to the cost information and revenue information of the to-be-confirmed live broadcast advertising resources in the historical time period, a benefit conversion model for obtaining revenue prediction information of the target live broadcast advertising resources within the target time period is constructed and trained;

[0118] Using the benefit conversion model to obtain third revenue prediction information of the target live broadcast advertising resources within the target time;

[0119] The third revenue prediction information is compared with the preset revenue target, and the live broadcast advertising resources to be confirmed are identified according to the comparison result.

[0120] The delivery account information may be a publishing account used by the server to deliver live advertising resources on the delivery channel server side. Replacing the delivery account information may be using other publishing accounts used by the server to deliver live advertising resources on the delivery channel server side to deliver the live advertising resources to be confirmed.

[0121] By replacing the delivery account information of the live broadcast advertising resources to be confirmed, it is possible to avoid the delivery channel server from downgrading the live broadcast advertising resources to be confirmed, thereby affecting the accuracy of the revenue information obtained.

[0122] This embodiment also provides a live broadcast advertising resource delivery control system, such as Figure 1 As shown, it includes a server side 10 and a delivery channel server side 20. For details not disclosed in this embodiment, please refer to the method embodiment of the present application.

[0123] The delivery channel server 20 obtains the cost information and revenue information of the target live broadcast advertising resources in the historical time period and sends it to the server;

[0124] The server 10 uses the benefit conversion model to obtain first revenue prediction information of the target live broadcast advertising resource within the target time;

[0125] When the first revenue forecast information does not reach the preset revenue target, the server 10 sends a pause delivery request to the delivery channel server to obtain the revenue information of the target live broadcast advertising resource within the pause time; wherein the pause delivery request includes the preset pause time;

[0126] The server 10 retrains a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and obtains the second revenue prediction information of the target live broadcast advertising resource within the target time by using the retrained benefit conversion model;

[0127] When the second revenue forecast information still fails to reach the preset revenue target, the server side 10 marks the target live broadcast advertising resource as a shut-down live broadcast advertising resource, and sends a shut-down request to the delivery channel server side, so that the delivery channel server side stops delivering the shut-down live broadcast advertising resource.

[0128] This embodiment provides a live broadcast advertising resource delivery control device, which can be used to execute the live broadcast advertising resource delivery control method of the embodiment of the present application. For details not disclosed in this embodiment, please refer to the method embodiment of the present application.

[0129] See also Figure 3 , Figure 3 1 is a schematic diagram of the structure of a live broadcast advertising resource delivery control device disclosed in an embodiment of the present application. The live broadcast advertising resource delivery control device comprises:

[0130] The historical information acquisition module 401 is used to obtain the cost information and revenue information of the target live broadcast advertising resources in the historical time period from the delivery channel server;

[0131] The model training module 402 is used to construct and train a benefit conversion model for obtaining revenue prediction information of target live broadcast advertising resources within a target time period according to the cost information and revenue information of the historical time period;

[0132] The first prediction module 403 is used to obtain first revenue prediction information of target live broadcast advertising resources within a target time by using the benefit conversion model;

[0133] The pause module 404 is used to send a pause delivery request to the delivery channel server to obtain the revenue information of the target live broadcast advertising resource within the pause time if the first revenue prediction information does not reach the preset revenue target; wherein the pause delivery request includes the preset pause time;

[0134] The second prediction module 405 is used to retrain the benefit conversion model used to obtain the revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and use the retrained benefit conversion model to obtain the second revenue prediction information of the target live broadcast advertising resource within the target time;

[0135] The shutdown module 406 is used to mark the target live broadcast advertising resource as a shut-down live broadcast advertising resource if the second revenue forecast information still fails to reach the preset revenue target, and send a shutdown request to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

[0136] This embodiment provides an electronic device that can be used to execute all or part of the steps of the live broadcast advertising resource delivery control method of the method embodiment of the present application. For details not disclosed in this embodiment, please refer to the method embodiment of the present application.

[0137] See also Figure 4 , Figure 4The electronic device 500 may be, but is not limited to, a combination of one or more of various servers, personal computers, laptops, smart phones, tablet computers, and the like.

[0138] In a preferred embodiment of the present application, the electronic device 500 includes a memory 501 , at least one processor 502 , at least one communication bus 503 and a transceiver 504 .

[0139] Those skilled in the art should understand that Figure 4 The structure of the electronic device shown does not constitute a limitation of the embodiments of the present application, and may be either a bus structure or a star structure. The electronic device 500 may also include more or less other hardware or software than shown in the figure, or a different component arrangement.

[0140] In some embodiments, the electronic device 500 is a device that can automatically perform numerical calculations and / or information processing according to pre-set or stored instructions, and its hardware includes but is not limited to microprocessors, application-specific integrated circuits, programmable gate arrays, digital processors, and embedded devices. The electronic device 500 may also include client devices, which include but are not limited to any electronic product that can interact with a client through a keyboard, mouse, remote control, touchpad, or voice-controlled device, such as a personal computer, tablet computer, smart phone, digital camera, etc.

[0141] It should be noted that the electronic device 500 is only an example, and other existing or future electronic products that are suitable for the present application should also be included in the protection scope of the present application and included here by reference.

[0142] In some embodiments, the memory 501 stores a computer program, and when the computer program is executed by the at least one processor 502, all or part of the steps in the live broadcast advertising resource delivery control method as described in the first embodiment are implemented. The memory 501 includes a read-only memory (ROM), a programmable read-only memory (PROM), an erasable programmable read-only memory (EPROM), a one-time programmable read-only memory (OTPROM), an electronically erasable programmable read-only memory (EEPROM), a compact disc read-only memory (CD-ROM) or other optical disc storage, magnetic disk storage, magnetic tape storage, or any other computer-readable medium that can be used to carry or store data.

[0143] In some embodiments, the at least one processor 502 is the control core (Control Unit) of the electronic device 500, and uses various interfaces and lines to connect the various components of the entire electronic device 500, and executes or executes the programs or modules stored in the memory 501, and calls the data stored in the memory 501 to execute various functions of the electronic device 500 and process data. For example, when the at least one processor 502 executes the computer program stored in the memory, it implements all or part of the steps of the live broadcast advertising resource delivery control method described in the embodiment of the present application; or implements all or part of the functions of the live broadcast advertising resource delivery control device. The at least one processor 502 can be composed of an integrated circuit, for example, it can be composed of a single packaged integrated circuit, or it can be composed of multiple integrated circuits with the same or different functions, including one or more central processing units (CPUs), microprocessors, digital processing chips, graphics processors, and various control chips.

[0144] In some embodiments, the at least one communication bus 503 is configured to implement connection and communication between the memory 501 and the at least one processor 502, etc.

[0145] The electronic device 500 may also include various sensors, Bluetooth modules, Wi-Fi modules, etc., which will not be described in detail here.

[0146] This embodiment provides a computer-readable storage medium on which a computer program is stored. The instructions are suitable for being loaded by a processor and executing the live broadcast advertising resource delivery control method of the first embodiment of the present application. The specific execution process can be found in the specific description of the first embodiment, which will not be repeated here.

[0147] For the device embodiment, since it basically corresponds to the method embodiment, the relevant parts can refer to the partial description of the method embodiment. The device embodiment described above is only schematic, wherein the components described as separate parts may or may not be physically separated, and the parts displayed as units may or may not be physical units, that is, they may be located in one place, or they may be distributed on multiple network units. Some or all of the modules can be selected according to actual needs to achieve the purpose of the present application scheme. Ordinary technicians in this field can understand and implement it without paying creative work.

[0148] Those skilled in the art will appreciate that the embodiments of the present application may be provided as methods, systems, or computer program products. Therefore, the present application may adopt the form of a complete hardware embodiment, a complete software embodiment, or an embodiment in combination with software and hardware. Moreover, the present application may adopt the form of a computer program product implemented in one or more computer-usable storage media (including but not limited to disk storage, CD-ROM, optical storage, etc.) that include computer-usable program code.

[0149] The present application is described with reference to the flowcharts and / or block diagrams of the methods, devices (systems), and computer program products according to the embodiments of the present application. It should be understood that each process and / or box in the flowchart and / or block diagram, as well as the combination of the processes and / or boxes in the flowchart and / or block diagram, can be implemented by computer program instructions. These computer program instructions can be provided to a processor of a general-purpose computer, a special-purpose computer, an embedded processor, or other programmable data processing device to generate a machine, so that the instructions executed by the processor of the computer or other programmable data processing device generate instructions for implementing the processes in the flowchart and / or block diagram. Figure 1 A process or multiple processes and / or boxes Figure 1 A device that provides the functions specified in a block or multiple blocks.

[0150] The above are only embodiments of the present application and are not intended to limit the present application. For those skilled in the art, the present application may have various changes and variations. Any modification, equivalent replacement, improvement, etc. made within the spirit and principle of the present application should be included within the scope of the claims of the present application.

Claims

1. A method for controlling the delivery of live broadcast advertising resources, characterized in that: The method comprises: Obtain the cost and revenue information of the target live broadcast advertising resources in the historical time period from the delivery channel server; Based on the cost information and revenue information of the historical time period, a benefit conversion model for obtaining revenue forecast information of target live broadcast advertising resources within a target time period is constructed and trained; Using the benefit conversion model to obtain first revenue forecast information of target live broadcast advertising resources within a target time; If the first revenue forecast information does not reach the preset revenue target, a pause delivery request is sent to the delivery channel server to obtain revenue information of the target live broadcast advertising resource within the pause time; wherein the pause delivery request includes the preset pause time; Retraining a benefit conversion model for obtaining revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and obtaining second revenue prediction information of the target live broadcast advertising resource within the target time using the retrained benefit conversion model; If the second revenue forecast information still fails to reach the preset revenue target, the target live broadcast advertising resource is marked as a shut-down live broadcast advertising resource, and a shut-down request is sent to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

2. The method for controlling the delivery of live broadcast advertising resources according to claim 1, characterized in that: After obtaining the first revenue prediction information of the target live broadcast advertising resource within the target time by using the benefit conversion model, the following steps are also included: If the first revenue prediction information reaches a preset revenue target, the target live broadcast advertising resource is identified as a high-quality live broadcast advertising resource and saved in a high-quality live broadcast advertising resource database; In response to the delivery demand information for the high-quality live broadcast advertising resource, a delivery request for the high-quality live broadcast advertising resource is generated, and the delivery request is sent to the delivery channel server, so that the delivery channel server pushes the high-quality live broadcast advertising resource according to the delivery request.

3. The method for controlling the delivery of live broadcast advertising resources according to claim 2, characterized in that: The following steps are also included: According to the preset monitoring time, the revenue decay information of each high-quality live broadcast advertising resource within the monitoring time is obtained; if the revenue decay information of the high-quality live broadcast advertising resource meets the preset decay condition, the high-quality live broadcast advertising resource is marked as a live broadcast advertising resource to be confirmed, and the live broadcast advertising resource to be confirmed is deleted from the high-quality live broadcast advertising resource database.

4. The method for controlling the delivery of live broadcast advertising resources according to claim 1, characterized in that: After sending a shutdown request to the distribution channel server, the following steps are also included: If the stopped live broadcast advertising resource meets the preset pending confirmation condition, the stopped live broadcast advertising resource is marked as a pending confirmation live broadcast advertising resource; Among them, the condition to be confirmed includes: the shutdown time of the live broadcast advertising resource meets a preset time threshold.

5. The method for controlling the delivery of live broadcast advertising resources according to any one of claims 3 to 4, characterized in that: The following steps are also included: Changing the delivery account information of the to-be-confirmed live broadcast advertising resource, resending a delivery request to the delivery channel server, and obtaining cost information and revenue information of the to-be-confirmed live broadcast advertising resource in a historical time period; According to the cost information and revenue information of the to-be-confirmed live broadcast advertising resources in the historical time period, a benefit conversion model for obtaining revenue prediction information of the target live broadcast advertising resources within the target time period is constructed and trained; Using the benefit conversion model to obtain third revenue prediction information of the target live broadcast advertising resources within the target time; The third revenue prediction information is compared with the preset revenue target, and the live broadcast advertising resources to be confirmed are identified according to the comparison result.

6. The method for controlling the delivery of live broadcast advertising resources according to claim 1, characterized in that: The cost information includes budget value, delivery orientation information and delivery time, and the benefit information includes return on investment ratio; wherein the benefit conversion model uses budget, delivery orientation information and delivery time as independent variables and uses return on investment ratio as dependent variable to construct the benefit conversion model; The step of using the benefit conversion model to obtain first revenue forecast information of target live broadcast advertising resources within a target time includes: Obtaining preset adjustment range information; wherein the adjustment range information includes a budget range, a delivery targeting range, and a delivery time range; Adjusting the budget of the benefit conversion model, the delivery targeting information and the delivery time according to the adjustment range information to obtain the maximum return on investment ratio; If the maximum investment return ratio value exceeds a preset investment return ratio threshold, it is determined that the first revenue forecast information reaches a preset revenue target.

7. The method for controlling the delivery of live broadcast advertising resources according to claim 6, characterized in that: After obtaining the maximum return on investment, the following steps are also included: Obtain the budget, delivery targeting information and delivery time with the highest return on investment; According to the budget, delivery targeting information and delivery time, the delivery method of the target live broadcast advertising resources is adjusted, a delivery adjustment request is generated, and the delivery adjustment request is sent to the delivery channel server end, so that the delivery channel server end adjusts the delivery method of the target live broadcast advertising resources according to the delivery request.

8. The method for controlling the delivery of live broadcast advertising resources according to claim 1, characterized in that: The cost information includes a budget value, and the revenue information includes a click rate; Before building and training a benefit conversion model for obtaining revenue prediction information of target live broadcast advertising resources within a target time, the following steps are also included: Get the minimum budget value for server-side delivery of the delivery channel; Build and train a click-through rate prediction model based on the budget value and click-through rate of the target live broadcast advertising resources in the historical time period; Inputting the minimum budget value into the click rate prediction model to obtain a click rate prediction value; If the predicted click rate value is lower than the preset click rate threshold, the target live broadcast advertising resource is marked as a shut-down live broadcast advertising resource, and a shut-down request is sent to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

9. The method for controlling the delivery of live broadcast advertising resources according to claim 1, characterized in that: The cost information includes the delivery time, and the revenue information includes the click-through rate; before constructing and training the benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time, the following steps are also included: According to the delivery time and the click rate, obtaining the click rate per unit time; If the click rate per unit time is lower than the preset click rate threshold per unit time, the target live broadcast advertising resource is marked as a shut-down live broadcast advertising resource, and a shut-down request is sent to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

10. A live broadcast advertising resource delivery control system, comprising a server side and a delivery channel server side, characterized in that: The delivery channel server obtains the cost information and revenue information of the target live broadcast advertising resources in the historical time period and sends it to the server; The server constructs and trains a benefit conversion model for obtaining the revenue forecast information of the target live broadcast advertising resource within the target time period based on the cost information and revenue information of the historical time period, and uses the benefit conversion model to obtain the first revenue forecast information of the target live broadcast advertising resource within the target time period; When the first revenue forecast information does not reach the preset revenue target, the server sends a pause delivery request to the delivery channel server to obtain revenue information of the target live broadcast advertising resources within the pause time; wherein the pause delivery request includes the preset pause time; The server retrains a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and obtains the second revenue prediction information of the target live broadcast advertising resource within the target time by using the retrained benefit conversion model; When the second revenue forecast information still fails to reach the preset revenue target, the server side marks the target live broadcast advertising resource as a shut-down live broadcast advertising resource, and sends a shut-down request to the delivery channel server side, so that the delivery channel server side stops delivering the shut-down live broadcast advertising resource.

11. A live broadcast advertising resource delivery control device, characterized in that: The device comprises: A historical information acquisition module is used to obtain the cost information and revenue information of the target live broadcast advertising resources in the historical time period from the delivery channel server; A model training module, for constructing and training a benefit conversion model for obtaining revenue prediction information of target live broadcast advertising resources within a target time period based on the cost information and revenue information of the historical time period; A first prediction module, used to obtain first revenue prediction information of a target live broadcast advertising resource within a target time by using the benefit conversion model; A pause module, configured to send a pause delivery request to the delivery channel server to obtain the revenue information of the target live broadcast advertising resource within the pause time if the first revenue forecast information does not reach the preset revenue target; wherein the pause delivery request includes the preset pause time; A second prediction module is used to retrain a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resource within the target time according to the revenue information of the target live broadcast advertising resource within the pause time and the cost information and revenue information of the historical time period, and use the retrained benefit conversion model to obtain second revenue prediction information of the target live broadcast advertising resource within the target time; The shutdown module is used to mark the target live broadcast advertising resource as a shut-down live broadcast advertising resource if the second revenue forecast information still fails to reach the preset revenue target, and send a shutdown request to the delivery channel server to cause the delivery channel server to stop delivering the shut-down live broadcast advertising resource.

12. An electronic device, characterized in that: include: A processor and a memory; wherein the memory stores a computer program, and the computer program is suitable for being loaded by the processor and executing the live broadcast advertising resource delivery control method as described in any one of claims 1 to 9.

13. A computer-readable storage medium having a computer program stored thereon, characterized in that: When the computer program is executed by a processor, the live broadcast advertising resource delivery control method as described in any one of claims 1 to 9 is implemented.

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