Network advertising delivery processing method and its device, equipment, medium and product

Abstract

The present application discloses a method for processing online advertising delivery and its device, equipment, medium, and product, the method comprising: responding to an advertising delivery request, determining the target delivery user type, generating a target delivery user group corresponding to the target delivery user type according to multiple user information stored in a user database; matching a corresponding bidding strategy in a bidding strategy pool according to the latest comprehensive return ratio data; obtaining delivery user information pushed by a media end, storing the delivery user information corresponding to the target delivery user type in the target delivery user group, and pushing each bidding strategy to the media end to participate in the user bidding service; pushing an advertising message to the user end corresponding to the delivery user information that has successfully bid in the target delivery user group, and updating the comprehensive return ratio data according to the interactive data of the user end responding to the advertising message. The present application provides an autonomous advertising competition service for the platform, which improves the efficiency of advertising delivery and the accuracy and timeliness of advertising.

Description

Technical Field

[0001] The present application relates to the field of Internet advertising, and in particular to a method for processing online advertising delivery, and also to corresponding devices, equipment, non-volatile storage media and computer program products of the method. Background Art

[0002] Existing Internet platforms often need to place advertisements on other Internet platforms to increase the exposure of their own platforms on the Internet, attract users from other Internet platforms, increase the number of users on their own platforms, or recall old users of their own platforms on the Internet.

[0003] When a platform delivers advertisements to users owned by other platforms, it usually needs to wait for the media end of other platforms to push the user information of their users to this platform, and then analyze the user information of each user on other platforms, extract the user characteristics of the users, and then match advertisements that match their user characteristics for these users to be pushed. This period consumes a long time, which often results in the advertisements pushed to users of other platforms may not match the characteristics and preferences of the users. For example, for users of online live broadcast platforms, it is impossible to deliver live broadcast room advertisements related to the live broadcast rooms they usually browse to these users, that is, the accuracy of the delivered advertisements is low and the advertisements do not have a strong timeliness, which causes users to dislike the advertisements pushed by the platform, wastes the platform resources of both platforms, and reduces the conversion rate of advertisements.

[0004] Secondly, the platform often needs to receive a large amount of user information pushed by other platforms with high concurrency. The high request volume can easily cause the platform system to crash, making the platform unable to process the user information of other platforms for advertising push.

[0005] In view of the above-mentioned problems, the applicant has made corresponding explorations out of consideration of this issue. Summary of the invention

[0006] The purpose of the present application is to meet the needs of the prior art or overcome at least some of the deficiencies of the prior art and to provide a network advertisement delivery processing method and its corresponding device, electronic device, non-volatile storage medium and computer program product.

[0007] In order to achieve the purpose of this application, the following technical solutions are adopted:

[0008] A method for processing online advertisement delivery proposed for the purpose of this application includes the following steps:

[0009] In response to an advertisement delivery request, determine a target delivery user type corresponding to the request, and generate a target delivery user group corresponding to the target delivery user type according to a plurality of user information stored in a user database, wherein the user information includes an advertisement identification code and user characteristic information;

[0010] According to the latest comprehensive return ratio data, one or more bidding strategies corresponding to the target delivery user group are matched in the bidding strategy pool;

[0011] Acquire the delivery user information pushed by the media end, store each delivery user information corresponding to the target delivery user type into the target delivery user group, and push each bidding strategy matching the target delivery user group to the media end, and participate in the user bidding service initiated by the media end;

[0012] Push advertising messages to the user terminals corresponding to the successful bidding user information in the target user group, and monitor and obtain the interactive data generated by these user terminals in response to the advertising messages, so as to update the comprehensive return ratio data according to the interactive data.

[0013] In a further embodiment, after the step of updating the comprehensive return ratio data according to the interaction data, the following post-processing steps are included:

[0014] updating the comprehensive return ratio data acting on the target delivery user group according to the advertisement viewing time data and the advertisement consumption data included in the interactive data generated by the user terminal in response to the advertisement message;

[0015] According to the latest updated comprehensive return ratio data, one or more bidding strategies are re-matched from the bidding strategy pool for the target delivery user group.

[0016] In a further embodiment, the step of responding to an advertisement delivery request, determining a target delivery user type corresponding to the request, and generating a target delivery user group corresponding to the target delivery user type according to a plurality of user information stored in a user database includes the following steps:

[0017] Responding to the advertisement delivery request, determining a target delivery user type corresponding to the request;

[0018] According to the user characteristics represented by the target delivery user type, user information including user characteristic information corresponding to the user characteristics is matched from a user database;

[0019] A target delivery user group is generated that includes the advertisement identification codes included in each of the user information.

[0020] In a further embodiment, the step of obtaining the delivery user information pushed by the media terminal and storing each delivery user information corresponding to the target delivery user type in the target delivery user group includes the following steps:

[0021] Acquire the delivery user information pushed by the media terminal, and parse and acquire the advertisement identification code contained in the delivery user information;

[0022] It is queried whether the advertisement identification code exists in the target delivery user group. If so, the user characteristic information included in the delivery user information is stored in correspondence with the advertisement identification code corresponding to the target delivery user group.

[0023] In a further embodiment, the step of obtaining the delivery user information pushed by the media terminal and storing each delivery user information corresponding to the target delivery user type in the target delivery user group includes the following steps:

[0024] Obtaining the delivery user information pushed by the media terminal, and determining whether the advertisement identification code included in the delivery user information is in the target delivery user group;

[0025] If not present, extracting the user features represented by the user feature information contained in the delivery user information;

[0026] When the user characteristics match the target delivery user type, the user characteristic information and the advertisement identification code of the delivery user information are correspondingly stored in the target delivery user group.

[0027] In a further embodiment, the step of pushing the advertisement message to the user terminal corresponding to the delivery user information that has successfully bid in the target delivery user group includes the following steps:

[0028] Obtaining user characteristic information contained in the information of successful bidding users in the target delivery user group, extracting the user characteristic information and generating corresponding user characteristic identifiers;

[0029] Searching an advertisement database for one or more advertisement materials corresponding to the user characteristic identifier;

[0030] An advertisement message including the advertisement materials is generated, and the advertisement message is pushed to a user terminal corresponding to the advertisement identification code included in the delivery user information.

[0031] A network advertisement delivery processing device proposed for the purpose of this application includes:

[0032] A user group generation module is used to respond to an advertisement delivery request, determine a target delivery user type corresponding to the request, and generate a target delivery user group corresponding to the target delivery user type based on a plurality of user information stored in a user database, wherein the user information includes an advertisement identification code and user characteristic information;

[0033] A bidding strategy matching module, used to match one or more bidding strategies corresponding to the target delivery user group in the bidding strategy pool according to the latest comprehensive return ratio data;

[0034] A bidding service participation module is used to obtain the delivery user information pushed by the media end, store each delivery user information corresponding to the target delivery user type into the target delivery user group, and push each bidding strategy matching the target delivery user group to the media end, and participate in the user bidding service initiated by the media end;

[0035] The return ratio data updating module is used to push advertising messages to the user terminals corresponding to the successful bidding user information in the target user group, and monitor and obtain the interactive data generated by these user terminals in response to the advertising messages, so as to update the comprehensive return ratio data according to the interactive data.

[0036] In a further embodiment, the user group generation module includes:

[0037] A target delivery user type determination submodule is used to respond to the advertisement delivery request and determine the target delivery user type corresponding to the request;

[0038] A user information matching submodule, for matching user information containing user characteristic information corresponding to the user characteristic from a user database according to the user characteristic represented by the target delivery user type;

[0039] The target user group generation submodule is used to generate a target delivery user group including the advertisement identification codes respectively included in the user information.

[0040] In a further embodiment, the bidding service participation module includes:

[0041] The advertisement identification code acquisition submodule is used to acquire the delivery user information pushed by the media terminal, and parse and acquire the advertisement identification code contained in the delivery user information;

[0042] The user characteristic information storage submodule is used to query whether the advertisement identification code exists in the target delivery user group. If so, the user characteristic information included in the delivery user information is stored in correspondence with the advertisement identification code corresponding to the target delivery user group.

[0043] In a preferred embodiment, the bidding service participation module further includes:

[0044] A new user determination submodule is used to obtain the delivery user information pushed by the media terminal, and determine whether the advertisement identification code contained in the delivery user information is in the target delivery user group;

[0045] A user feature extraction submodule, for extracting user features represented by the user feature information contained in the delivery user information when the user features do not exist;

[0046] The user feature matching submodule is used to store the user feature information and the advertisement identification code of the delivery user information in the target delivery user group when the user feature matches the target delivery user type.

[0047] In a further embodiment, the return ratio data updating module includes:

[0048] A feature identifier generating submodule is used to obtain user feature information contained in the information of successful bidding users in the target delivery user group, extract the user feature information and generate a corresponding user feature identifier;

[0049] An advertisement material matching submodule, configured to search an advertisement database for one or more advertisement materials corresponding to the user feature identifier;

[0050] The advertisement information push submodule is used to generate an advertisement message including the advertisement materials, and push the advertisement message to the user terminal corresponding to the advertisement identification code included in the delivery user information.

[0051] An electronic device proposed to meet the purpose of the present application includes a central processing unit and a memory, wherein the central processing unit is used to call and run a computer program stored in the memory to execute the steps of the network advertisement delivery processing method.

[0052] A non-volatile storage medium is proposed to meet the purpose of the present application, which stores a computer program implemented according to the network advertisement delivery processing method. When the computer program is called and executed by a computer, the steps included in the corresponding method are executed.

[0053] In order to solve the above technical problems, an embodiment of the present application also provides a computer program product, including a computer program and computer instructions. When the computer program and computer instructions are executed by a processor, the processor executes the steps of the above-mentioned live broadcast data layered prediction method or network advertising delivery processing method.

[0054] Compared with the prior art, the advantages of this application are as follows:

[0055] The present application constructs a user competition system for advertising deployed on the advertising side of the platform, which provides the advertising side of the platform with a service for pre-grouping target users who need to place advertisements, generates user groups corresponding to each user type, and pre-matches corresponding bidding strategies for each user group according to the comprehensive return ratio of each type of user, so that after the platform receives user information pushed by the media side of other platforms, it quickly groups and stores the user information into pre-generated user groups, and pushes the bidding strategies of each user group to the media side to participate in the competition service. Compared with the traditional competition method, the platform does not need to wait for the user information pushed by other platforms before conducting user analysis and customizing the competition strategy, which improves the competition efficiency and success rate of the platform, and can quickly match timely advertisements for users of other platforms for delivery, so that the delivered advertisements are more in line with the characteristics and interests of users, improve users' acceptance of advertisements, and thus improve the conversion rate of advertisements.

[0056] Secondly, because the present application pre-classifies and groups the user types of users to whom advertisements are delivered, when it receives a large amount of user information pushed with high concurrency by other platforms, it can classify and group the large amount of user information according to the type corresponding to each user group, thereby preventing the platform system from crashing due to high-concurrency request data, thereby improving the robustness of the platform system.

[0057] In addition, this application will monitor the interaction events between users who receive advertisements and advertisements and their consumption events in the platform to update the comprehensive return ratio of the corresponding user type, and then optimize the bidding strategy for each user type in real time, saving the platform resources consumed by the platform participating in user bidding services initiated by other platforms.

[0058] Additional aspects and advantages of the present application will be partially given in the following description, which will become apparent from the following description, or will be understood through the practice of the present application. BRIEF DESCRIPTION OF THE DRAWINGS

[0059] The above and / or additional aspects and advantages of the present application will become apparent and easily understood from the following description of the embodiments in conjunction with the accompanying drawings, in which:

[0060] Figure 1 A schematic diagram of a typical network deployment architecture related to implementing the technical solution of this application;

[0061] Figure 2 A flowchart of a typical embodiment of the network advertisement delivery processing method of the present application;

[0062] Figure 3 A schematic diagram of a graphical user interface for displaying live broadcast advertisement messages received by a user terminal in the present application;

[0063] Figure 4A flowchart of the specific implementation steps for updating the comprehensive return ratio to optimize the bidding strategy in this application;

[0064] Figure 5 A flowchart of specific implementation steps for generating a target delivery user group corresponding to a target delivery user type in this application;

[0065] Figure 6 A flowchart of the specific implementation steps for storing the delivery user information pushed by the media end in the target delivery user group in this application;

[0066] Figure 7 A flowchart of the specific implementation steps for storing new users in the delivery user information pushed by the media end into the target delivery user group in this application;

[0067] Figure 8 A flowchart diagram of the specific implementation steps for updating the comprehensive return ratio data corresponding to the interaction data on the media side in this application;

[0068] Fig. 9 This is a principle block diagram of a typical embodiment of the network advertisement delivery processing device of the present application;

[0069] Fig.10 This is a basic structural block diagram of a computer device according to an embodiment of the present application. DETAILED DESCRIPTION

[0070] The embodiments of the present application are described in detail below, and examples of the embodiments are shown in the accompanying drawings, wherein the same or similar reference numerals throughout represent the same or similar elements or elements having the same or similar functions. The embodiments described below with reference to the accompanying drawings are exemplary and are only used to explain the present application, and cannot be interpreted as limiting the present application.

[0071] It will be understood by those skilled in the art that, unless expressly stated, the singular forms "one", "said", and "the" used herein may also include plural forms. It should be further understood that the term "comprising" used in the specification of the present application refers to the presence of the features, integers, steps, operations, elements and / or components, but does not exclude the presence or addition of one or more other features, integers, steps, operations, elements, components and / or groups thereof. It should be understood that when we refer to an element as being "connected" or "coupled" to another element, it may be directly connected or coupled to the other element, or there may be an intermediate element. In addition, the "connection" or "coupling" used herein may include wireless connection or wireless coupling. The term "and / or" used herein includes all or any unit and all combinations of one or more associated listed items.

[0072] It will be understood by those skilled in the art that, unless otherwise defined, all terms (including technical and scientific terms) used herein have the same meaning as generally understood by those skilled in the art to which this application belongs. It should also be understood that terms such as those defined in common dictionaries should be understood to have meanings consistent with the meanings in the context of the prior art, and will not be interpreted with idealized or overly formal meanings unless specifically defined as here.

[0073] It will be understood by those skilled in the art that the "client", "terminal" and "terminal device" used herein include both devices with wireless signal receivers, which are devices with only wireless signal receivers without transmission capabilities, and devices with receiving and transmitting hardware, which are devices with receiving and transmitting hardware capable of two-way communication on a two-way communication link. Such devices may include: cellular or other communication devices such as personal computers, tablet computers, which have single-line displays or multi-line displays or cellular or other communication devices without multi-line displays; PCS (Personal Communications Service, personal communication system), which can combine voice, data processing, fax and / or data communication capabilities; PDA (Personal Digital Assistant, personal digital assistant), which may include a radio frequency receiver, pager, Internet / intranet access, web browser, notepad, calendar and / or GPS (Global Positioning System, global positioning system) receiver; conventional laptop and / or palmtop computers or other devices, which have and / or include a conventional laptop and / or palmtop computer or other device with and / or including a radio frequency receiver. The "client", "terminal" and "terminal device" used herein may be portable, transportable, installed in a vehicle (air, sea and / or land), or suitable and / or configured to run locally, and / or in a distributed form, at any other location on the earth and / or in space. The "client", "terminal" and "terminal device" used herein may also be a communication terminal, an Internet terminal, a music / video playback terminal, such as a PDA, a MID (Mobile Internet Device) and / or a mobile phone with a music / video playback function, or a smart TV, a set-top box and other devices.

[0074] The hardware referred to by the names such as "server", "client", and "service node" in this application is essentially an electronic device with capabilities equivalent to those of a personal computer. It is a hardware device that has the necessary components revealed by the von Neumann principle, such as a central processing unit (including an arithmetic unit and a controller), a memory, an input device, and an output device. The computer program is stored in its memory, and the central processing unit calls the program stored in the external memory into the internal memory for execution, executes the instructions in the program, and interacts with the input and output devices to complete specific functions.

[0075] It should be pointed out that the concept of "server" referred to in this application can also be extended to the case of server clusters. According to the network deployment principle understood by those skilled in the art, the servers should be logically divided. In physical space, these servers can be independent of each other but can be called through interfaces, or integrated into a physical computer or a set of computer clusters. Those skilled in the art should understand this flexibility, and should not use it to restrict the implementation of the network deployment method of this application.

[0076] See also Figure 1 , the hardware foundation required for the implementation of the relevant technical solutions of this application can be deployed according to the architecture shown in the figure. The server 80 referred to in this application is deployed in the cloud. As a business server, it can be responsible for further connecting relevant data servers and other servers that provide relevant support, etc., so as to form a logically related service cluster to provide services for relevant terminal devices such as the smartphone 81 and personal computer 82 shown in the figure or a third-party server (not shown). The smartphone and personal computer can access the Internet through a well-known network access method and establish a data communication link with the server 80 in the cloud to run terminal applications related to the services provided by the server.

[0077] For the server, the application is usually constructed as a service process, opening the corresponding program interface for remote calls by applications running on various terminal devices. The relevant technical solutions suitable for running on the server in this application can be implemented in the server in this way.

[0078] The application described herein refers to an application running on a server or terminal device. This application implements the relevant technical solutions of the present application in a programming manner. Its program code can be stored in a non-volatile storage medium recognizable by a computer in the form of computer executable instructions, and can be loaded into the memory by the central processing unit for execution. The relevant device of the present application is constructed by the operation of the application on the computer.

[0079] For the server, the application is usually constructed as a service process, opening the corresponding program interface for remote calls by applications running on various terminal devices. The relevant technical solutions suitable for running on the server in this application can be implemented in the server in this way.

[0080] The technical solution in this application suitable for implementation in terminal devices can also be programmed and built into an application that provides live broadcasting as part of its extended functions. The live broadcasting refers to a live broadcast room network service implemented based on the aforementioned network deployment architecture.

[0081] The live broadcast room referred to in this application refers to a video chat room implemented by Internet technology, which usually has audio and video broadcast control functions, including anchor users and audience users. Audience users can include registered users who have registered on the platform, or unregistered visitor users; they can be registered users who follow anchor users, or registered or unregistered users who do not follow anchor users. The anchor user and the audience user can interact through well-known online interactive methods such as voice, video, and text. Generally, the anchor user performs programs for the audience users in the form of audio and video streams, and economic transactions can also be generated during the interaction. Of course, the application form of the live broadcast room is not limited to online entertainment, but can also be extended to other related scenarios, such as education and training scenarios, video conferencing scenarios, product promotion and sales scenarios, and any other scenarios that require similar interactions.

[0082] Those skilled in the art should be aware that, although the various methods of the present application are described based on the same concept and thus present commonality to each other, unless otherwise specified, these methods can be independently executed. Similarly, for each embodiment disclosed in the present application, they are all proposed based on the same inventive concept, therefore, concepts with the same expression, and concepts that are appropriately changed for convenience despite different expressions, should be understood as equivalent.

[0083] Unless the mutually exclusive relationship between the embodiments to be disclosed in this application is explicitly stated, the relevant technical features involved in each embodiment can be cross-combined to flexibly construct a new embodiment, as long as such combination does not deviate from the creative spirit of this application and can meet the needs of the prior art or solve certain deficiencies in the prior art. Those skilled in the art should be aware of this flexibility.

[0084] See also Figure 2 , a network advertisement delivery processing method of the present application, in its typical embodiment, comprises the following steps:

[0085] Step S11, responding to the advertisement delivery request, determining the target delivery user type corresponding to the request, and generating a target delivery user group corresponding to the target delivery user type according to multiple user information stored in the user database, wherein the user information includes an advertisement identification code and user characteristic information:

[0086] The current advertising end responds to the advertisement delivery request, determines the target delivery user type corresponding to the advertisement delivery request, and generates the target delivery user group corresponding to the target delivery user type according to the multiple user information stored in the user database.

[0087] The advertising delivery request is generally triggered by an operating user at the current advertising end. The operating user edits the target delivery user type specified by the operating user through the current advertising end to trigger the generation of the advertising delivery request containing the target delivery user type, so that the current advertising end responds to the advertising delivery request and generates the target delivery user group corresponding to the target delivery user type.

[0088] The user information stores multiple user information, each of which contains the advertising identification code and user characteristic information. The user characteristic information generally contains user gender information, user age information, user consumption information and other information used to describe user characteristics. The advertising identification code generally refers to the unique identifier of the device running the user. For example, for devices running the Android system, the advertising identification code is oaid, and for devices running the Apple system, the advertising identification code is idfa.

[0089] The advertising end refers to the service end for advertising delivery. After the current advertising end responds to the advertising delivery request, it will determine the target delivery user type for the request, and match the user information containing user feature information corresponding to the user feature from the user database according to the user feature represented by the target delivery user type. For example, when the user feature is a young user, the current advertising end will query the user database for user information with an age range of 20-30 represented by the user age information contained in the user feature information; the current advertising end queries the user database for user information containing user feature information corresponding to the user feature, and will obtain the advertising identification code contained in each of the user information to generate the target delivery user group containing the advertising identification codes, and the target delivery user group will have a user type identifier representing the target delivery user type.

[0090] Step S12: According to the latest comprehensive return ratio data, one or more bidding strategies corresponding to the target delivery user group are matched in the bidding strategy pool:

[0091] After the current advertising end generates the target delivery user group, it will obtain the latest comprehensive return ratio data corresponding to the target delivery user type, and match one or more bidding strategies corresponding to the target delivery user group in the bidding strategy pool.

[0092] The comprehensive return ratio data refers to the data obtained by converting the traffic consumption data generated by the user in the current platform. The specific conversion method is generally determined by dividing the traffic consumption data by the amount spent by the current platform to obtain the user. The traffic consumption data generally refers to the traffic data of the user in the current platform and the consumption data of the user in the current platform.

[0093] The bidding strategy pool stores various types of bidding strategies, including fixed-price increase bidding strategies, random-price increase bidding strategies, and no-price increase bidding strategies. The random price increase range of the random price increase bidding strategy is generally set within the range of 1-15. Those skilled in the art can flexibly design various types of bidding strategies and random price increase ranges of the random price increase bidding strategy according to actual business scenarios, which will not be elaborated herein.

[0094] Regarding the specific matching method of the current advertising end to match one or more bidding strategies corresponding to the target delivery user group in the bidding strategy pool, the current advertising end determines the traffic consumption data corresponding to the latest updated comprehensive return ratio data, calculates the traffic consumption data and divides it by each bidding strategy in the bidding strategy pool, and uses one or more bidding strategies corresponding to the larger values ​​of the calculation results as the bidding strategies corresponding to the target delivery user group.

[0095] Step S13, obtaining the delivery user information pushed by the media end, storing each delivery user information corresponding to the target delivery user type into the target delivery user group, and pushing each bidding strategy matching the target delivery user group to the media end, and participating in the user bidding service initiated by the media end:

[0096] The current advertising end obtains the delivery user information pushed by the media end, and stores one or more delivery user information corresponding to the target delivery user type in the delivery user information into the target delivery user group.

[0097] The media end generally refers to a business server belonging to other Internet platforms outside the current platform. The media end establishes a data communication link with the current advertising end to push the user information of multiple users on its platform to the current advertising end, and takes the current advertising end as a participant of the user bidding service initiated by it. The user bidding service is initiated by the media end, and the user bidding service includes multiple advertising ends as participants. These advertising ends participate in the bidding for the user information through the user bidding service.

[0098] After the current advertising end obtains the user information of each delivery, it will obtain the advertising identification code contained in each of the delivery user information, and query whether these advertising identification codes exist in the user information stored in the target delivery user group, and store the user feature information contained in the delivery user information corresponding to the advertising identification code existing in the target delivery user group in the target delivery user group.

[0099] The current advertising end performs user type identification processing on the delivery user information corresponding to the advertising identification code that does not exist in the target delivery user group. Specifically, the current advertising end obtains the user feature information contained in each of the delivery user information, extracts the user features represented by each of the user feature information, and stores the delivery user information corresponding to the user features with a high degree of similarity between these user features and the user features represented by the target delivery user type in the target delivery user group.

[0100] After the current advertising end stores the delivery user information corresponding to the target delivery user type into the target delivery user group, it generates a bidding request including the bidding strategy corresponding to the target delivery user group and pushes it to the media end. The bidding request points to the delivery user information corresponding to the target delivery user type, so that the media end responds to the bidding request to determine the delivery user information pointed to by the request, and obtains the bidding strategies included in the bidding request, so as to use these bidding strategies as the bidding strategies for the current advertising end to participate in the user bidding service to bid for the delivery user information, and then compares the bidding strategies corresponding to the delivery user information of each advertising end participating in the user bidding service, and determines the bidding strategy with the largest price data represented by these bidding strategies, so as to authorize the advertising end corresponding to the bidding strategy to push advertising messages to the user end corresponding to each delivery user information.

[0101] Step S14, push the advertisement message to the user terminals corresponding to the successful bidder information in the target user group, and monitor and obtain the interactive data generated by the user terminals in response to the advertisement message, so as to update the comprehensive return ratio data according to the interactive data:

[0102] After the current advertising end pushes the bidding strategies corresponding to the target delivery user group to the media end, it obtains the bidding results pushed by the media end, determines the delivery user information representing the successful bidding in the bidding results, and then pushes the advertising message to the user ends corresponding to each of the delivery user information.

[0103] The successfully bid delivery user information refers to the delivery user information that successfully participates in the user bidding service initiated by the media end when the current advertising end participates in the user bidding service. Specifically, after the current advertising end pushes the bidding request including the bidding strategy corresponding to the target delivery user group to the media end, the media end compares the bidding strategies corresponding to each delivery user information of each advertising end participating in the user bidding service. When the bidding strategy pushed by the current advertising end is the bidding strategy with the largest price data representation among these bidding strategies, the bidding result pushed by the media end to the current advertising end will indicate that it has successfully bid for the delivery user information.

[0104] The current advertising end determines the user end corresponding to the delivery user information through the advertisement identification code contained in the delivery user information.

[0105] The advertising message includes one or more advertising materials, which are obtained by the current advertising end from an advertising material library according to the user characteristic information included in the delivery user information. Specifically, the advertising material library stores a plurality of mapping relationship data consisting of user type identifiers and advertising materials. The current advertising end extracts the user type identifier represented by the user characteristic information included in the delivery user information, so as to query one or more advertising materials with the user type identifier in the advertising material library, and generate an advertising message containing these advertising materials and push it to the user end corresponding to the delivery user information.

[0106] For details, please refer to Figure 3 , Figure 3 In order to deliver live broadcast advertising messages related to online live broadcasts to the user end, the live broadcast advertising messages generally include the anchor user's head portrait advertising material, the online live broadcast platform's promotional text advertising material and the name of the online live broadcast platform. The visualization method of the live broadcast advertising message on the user end is as follows: Figure 3 The advertisement message displayed in the advertisement message display window 301.

[0107] After the current advertising end pushes the advertising message to the user end corresponding to the delivery user information, it will monitor the user end to obtain the interactive data generated by the user end in response to the advertising message, and then update the comprehensive return ratio data according to the interactive data. Specifically, after the current advertising end obtains the interactive data, it parses the advertisement viewing time data and advertisement consumption data contained in the interactive data, converts the advertisement viewing time data and advertisement consumption data into the traffic consumption data, and determines the bidding strategy corresponding to the successful bidding of the delivery user information, obtains the bidding price represented by the bidding strategy, and then calculates the traffic consumption data divided by the bidding price, and uses the calculation result as the comprehensive return ratio data.

[0108] In addition, the current advertising end will also collect the consumption data of the user end corresponding to the delivery user information in the current platform, so as to update the comprehensive return ratio data accordingly according to the consumption data.

[0109] It can be seen from this typical embodiment that the method responds to a pre-set advertising delivery request, matches the user information of the target delivery user type set by the request in the user database of its own platform, so as to generate a user group containing the user information, pre-groups the target users who need advertising delivery, and matches the bidding strategy that matches their user type for the user group. When it receives the user information pushed by the media terminal of other platforms, it will quickly store the user in the corresponding user group according to the user characteristics of each user information to participate in the user bidding service, thereby improving the success rate of the bidding, and then quickly obtain the advertising delivery authorization of other platforms, match the corresponding advertisements for the user for delivery, so that the delivered advertisements are more in line with the characteristics and interests of the users, and improve the user's acceptance of the advertisements, thereby improving the conversion rate of the advertisements; secondly, the method prevents the system of the platform from crashing due to high-emission request data because it pre-classifies and groups the user types of the users who deliver advertisements, thereby improving the robustness of the platform system; in addition, the method will always monitor the interactive data generated by the interaction between users and advertisements, and update the comprehensive return ratio accordingly, so as to optimize the bidding strategy of each user group in real time, thereby saving the platform resources consumed by the platform participating in the user bidding services initiated by other platforms.

[0110] The above typical embodiments and their variations fully disclose the implementation scheme of the network advertisement delivery processing method of the present application. However, various variations of the method can still be derived by changing and expanding some technical means. Other embodiments are briefly described as follows:

[0111] In one embodiment, please refer to Figure 4 After the step of updating the comprehensive return ratio data according to the interactive data, the following post-processing steps are included:

[0112] Step S15, updating the comprehensive return ratio data acting on the target delivery user group according to the advertisement viewing time data and advertisement consumption data included in the interactive data generated by the user terminal in response to the advertisement message:

[0113] The current advertising end obtains the interactive data generated by each user end in response to the advertising information, parses and obtains the advertising duration data and advertising consumption data contained in the interactive data, and correspondingly updates the comprehensive return ratio data acting on the target user group.

[0114] The advertisement duration data refers to the viewing duration of the advertisement material of the video material type contained in the advertisement message by the user terminal.

[0115] The advertising consumption data refers to the data generated by the user terminal's consumption in the current platform through the advertising message, for example, the consumption data of the virtual gifts given by the user terminal to the anchor user in the live broadcast room in the current platform, or the consumption data of goods purchased in the current platform, etc.

[0116] Specifically, after the current advertising end obtains the interactive data, it parses the advertisement viewing time data and advertisement consumption data contained in the interactive data, converts the advertisement viewing time data and advertisement consumption data into the traffic consumption data, and determines the bidding strategy corresponding to the successful bidding of the user information, obtains the bidding price represented by the bidding strategy, and then calculates the traffic consumption data divided by the bidding price, and uses the calculation result as the comprehensive return ratio data.

[0117] Step S16: According to the latest updated comprehensive return ratio data, one or more bidding strategies are re-matched from the bidding strategy pool for the target delivery user group:

[0118] The current advertising end re-matches one or more bidding strategies corresponding to the comprehensive return ratio data for the target delivery user group in the bidding strategy pool according to the latest updated comprehensive return ratio data.

[0119] In this embodiment, the advertising end will update the comprehensive return ratio data according to the length of time the user end enters the current platform through advertising messages to consume or watch advertising videos, so as to update the optimal bidding strategy for the user group corresponding to the user end, form a dynamic bidding strategy selection, and save platform resources.

[0120] In one embodiment, please refer to Figure 5 The step of responding to an advertisement delivery request, determining a target delivery user type corresponding to the request, and generating a target delivery user group corresponding to the target delivery user type according to a plurality of user information stored in a user database includes the following steps:

[0121] Step S111, responding to the advertisement delivery request and determining the target delivery user type corresponding to the request:

[0122] The current advertising end responds to the advertisement delivery request triggered by the operating user at the current advertising end, and determines the target delivery user type defined by the operating user.

[0123] Step S112, according to the user characteristics represented by the target delivery user type, user information containing user characteristic information corresponding to the user characteristics is matched from the user database:

[0124] After the current advertising end determines the target delivery user type, it obtains user information of one or more user feature messages matching the user features represented by the target delivery user type from the user database.

[0125] Step S113, generating a target delivery user group including the advertisement identification codes contained in each of the user information:

[0126] The current advertising end obtains the advertisement identification codes contained in each of the user information, and encapsulates the advertisement identification codes to generate the target delivery user group containing the advertisement identification codes.

[0127] In this embodiment, the advertising end generates a user group including the advertising identification codes of the target users, so as to group and classify the users existing in the platform according to the user type, and the user group stores the advertising identification code of each user, so as to quickly classify the users who need to bid when the users participate in the subsequent bidding.

[0128] In one embodiment, please refer to Figure 6 The step of obtaining the delivery user information pushed by the media terminal and storing each delivery user information corresponding to the target delivery user type in the target delivery user group includes the following steps:

[0129] Step S131, obtaining the delivery user information pushed by the media terminal, parsing and obtaining the advertisement identification code contained in the delivery user information:

[0130] The current advertising end obtains one or more pieces of the delivery user information pushed by the corresponding media end, and parses out the advertisement identification code contained in each piece of the delivery user information.

[0131] Step S132, query whether the advertisement identification code exists in the target delivery user group, and if so, store the user characteristic information included in the delivery user information and the advertisement identification code corresponding to the target delivery user group in correspondence:

[0132] After the current advertising end obtains the advertising identification code contained in each of the advertising user information, it queries whether these advertising identification codes exist in the target advertising user group, and stores the user feature information contained in the user information of the advertising identification code existing in the target advertising user group in the advertising identification code belonging to the target advertising user group.

[0133] In this embodiment, the advertising end uses the advertising identification code to identify whether the delivery user pushed by the media end is the target delivery user, thereby improving the identification efficiency of the target delivery user. In addition, the user with the advertising identification code on the advertising end is generally the user of the current platform, and a more suitable advertisement can be quickly matched and pushed based on the user's activity data in the platform.

[0134] In one embodiment, please refer to Figure 7 The step of obtaining the delivery user information pushed by the media terminal and storing each delivery user information corresponding to the target delivery user type in the target delivery user group includes the following steps:

[0135] Step S131', obtaining the delivery user information pushed by the media terminal, and determining whether the advertisement identification code included in the delivery user information is in the target delivery user group:

[0136] The current advertising end obtains one or more of the delivery user information pushed by the corresponding media end, parses out the advertisement identification codes contained in each of the delivery user information, and queries whether the advertisement identification codes exist in the target delivery user group.

[0137] Step S132': if it does not exist, extract the user features represented by the user feature information contained in the delivery user information:

[0138] The current advertising end obtains the advertisement identification code, and the user characteristic information included in the delivery user information of the target delivery user group is not present, and the user characteristics represented by the user characteristic information are extracted.

[0139] Step S133', when the user characteristics match the target delivery user type, the user characteristic information and the advertisement identification code of the delivery user information are stored in the target delivery user group accordingly:

[0140] The current advertising end determines whether the user characteristics match the target delivery user type, and stores the delivery user information corresponding to the matched user characteristics in the target delivery user group, wherein the delivery user information includes the advertisement identification code and user characteristic information.

[0141] In this embodiment, the advertising end determines that the delivery user whose advertising identification code does not exist in the target delivery user group is a new user, determines whether the new user meets the target delivery user type based on the characteristic information of the new user, and stores the user information of the new user who meets the target delivery user type in the target delivery user group so that the new user can participate in the bidding service for the new user who meets the target delivery user type.

[0142] In one embodiment, please refer to Figure 8 The step of pushing the advertisement message to the user terminal corresponding to the user information of the target delivery user group that has successfully bid includes the following steps:

[0143] Step S141, obtaining user characteristic information contained in the information of successful bidding users in the target delivery user group, extracting the user characteristic information to generate a corresponding user characteristic identifier:

[0144] After the current advertising end pushes the bidding strategies corresponding to the target delivery user group to the media end, the bidding result pushed by the media end is obtained, and delivery user information representing successful bidding is determined in the bidding result.

[0145] Step S142: query the advertisement database to find one or more advertisement materials corresponding to the user characteristic identifier:

[0146] The advertising message includes one or more advertising materials, which are obtained by the current advertising end from an advertising material library according to the user characteristic information included in the delivery user information. Specifically, the advertising material library stores a plurality of mapping relationship data consisting of user type identifiers and advertising materials. The current advertising end extracts the user type identifier represented by the user characteristic information included in the delivery user information, so as to query one or more advertising materials with the user type identifier in the advertising material library, and generate an advertising message containing these advertising materials and push it to the user end corresponding to the delivery user information.

[0147] Step S143, generating an advertisement message including the advertisement materials, and pushing the advertisement message to the user terminal corresponding to the advertisement identification code included in the delivery user information:

[0148] The current advertising end generates an advertising message including the advertising material, and determines the user end corresponding to the delivery user information through the advertising identification code included in the delivery user information, so as to push the advertising message to the user end.

[0149] In this embodiment, the advertising end generates an advertising message that matches the user type of the user who has successfully bid, and pushes it so that the advertisement received by the user meets the user's characteristics and preferences, thereby increasing the user's acceptance of the advertisement and improving the user's experience of browsing advertisements.

[0150] Furthermore, by functionalizing each step in the method disclosed in the above embodiments, a network advertisement delivery processing device of the present application can be constructed. Fig. 9 In a typical embodiment, the device includes: a user group generation module 11, which is used to respond to an advertisement delivery request, determine the target delivery user type corresponding to the request, and generate a target delivery user group corresponding to the target delivery user type according to multiple user information stored in a user database, wherein the user information includes an advertisement identification code and user characteristic information; a bidding strategy matching module 12, which is used to match one or more bidding strategies corresponding to the target delivery user group in a bidding strategy pool according to the latest comprehensive return ratio data; a bidding service participation module 13, which is used to obtain delivery user information pushed by a media terminal, store each delivery user information corresponding to the target delivery user type in the target delivery user group, and push each bidding strategy matched with the target delivery user group to the media terminal to participate in the user bidding service initiated by the media terminal; a return ratio data updating module 14, which is used to push an advertisement message to a user terminal corresponding to the delivery user information that has successfully bid in the target delivery user group, and monitor and obtain the interactive data generated by these user terminals in response to the advertisement message, so as to update the comprehensive return ratio data according to the interactive data.

[0151] In one embodiment, the user group generation module 11 includes: a target delivery user type determination submodule, which is used to respond to the advertisement delivery request and determine the target delivery user type corresponding to the request; a user information matching submodule, which is used to match user information containing user feature information corresponding to the user feature from a user database based on the user feature represented by the target delivery user type; and a target user group generation submodule, which is used to generate a target delivery user group containing the advertisement identification code contained in each of the user information.

[0152] In a further embodiment, the bidding service participation module 13 includes: an advertising identification code acquisition submodule, used to obtain the delivery user information pushed by the media terminal, and parse and obtain the advertising identification code contained in the delivery user information; a user characteristic information storage submodule, used to query whether the advertising identification code exists in the target delivery user group, and if so, store the user characteristic information contained in the delivery user information and the corresponding advertising identification code in the target delivery user group in correspondence.

[0153] In a preferred embodiment, the bidding service participation module 13 also includes: a new user judgment submodule, used to obtain the delivery user information pushed by the media terminal, and determine whether the advertising identification code contained in the delivery user information exists in the target delivery user group; a user feature extraction submodule, used to extract the user features represented by the user feature information contained in the delivery user information when it does not exist; a user feature matching submodule, used to store the user feature information and the advertising identification code of the delivery user information in the target delivery user group when the user features match the target delivery user type.

[0154] In a further embodiment, the return ratio data update module 14 includes: a feature identification generation submodule, used to obtain the user feature information contained in the successful bidding user information in the target delivery user group, and extract the user feature information to generate a corresponding user feature identification; an advertising material matching submodule, used to query one or more advertising materials corresponding to the user feature identification in the advertising database; an advertising information push submodule, used to generate an advertising message containing these advertising materials, and push the advertising message to the user end corresponding to the advertising identification code contained in the delivery user information.

[0155] In order to solve the above technical problems, the embodiment of the present application also provides a computer device for running a computer program implemented according to the network advertisement delivery processing method. Fig.10 , Fig.10 This is a basic structural block diagram of the computer device in this embodiment.

[0156] like Fig.10 As shown, a schematic diagram of the internal structure of a computer device. The computer device includes a processor, a non-volatile storage medium, a memory, and a network interface connected via a system bus. Among them, the non-volatile storage medium of the computer device stores an operating system, a database, and computer-readable instructions. The database may store a control information sequence. When the computer-readable instructions are executed by the processor, the processor can implement a method for processing network advertising delivery. The processor of the computer device is used to provide computing and control capabilities to support the operation of the entire computer device. The memory of the computer device may store computer-readable instructions. When the computer-readable instructions are executed by the processor, the processor can execute a method for processing network advertising delivery. The network interface of the computer device is used to connect and communicate with a terminal. Those skilled in the art will understand that Fig.10 The structure shown in the figure is only a block diagram of a part of the structure related to the solution of the present application, and does not constitute a limitation on the computer device to which the solution of the present application is applied. The specific computer device may include more or fewer components than those shown in the figure, or combine certain components, or have a different arrangement of components.

[0157] In this embodiment, the processor is used to execute the specific functions of each module / submodule in the network advertising delivery processing device of the present invention, and the memory stores the program code and various data required to execute the above modules. The network interface is used to transmit data between user terminals or servers. The memory in this embodiment stores the program code and data required to execute all modules / submodules in the network advertising delivery processing device, and the server can call the program code and data of the server to execute the functions of all submodules.

[0158] The present application also provides a non-volatile storage medium, wherein the network advertisement delivery processing method is written into a computer program and stored in the storage medium in the form of computer-readable instructions. When the computer-readable instructions are executed by one or more processors, it means that the program is run in the computer, thereby enabling one or more processors to execute the steps of the network advertisement delivery processing method of any of the above-mentioned embodiments.

[0159] Those skilled in the art can understand that all or part of the processes in the above-mentioned embodiments can be implemented by instructing the relevant hardware through a computer program, and the computer program can be stored in a computer-readable storage medium. When the program is executed, it can include the processes of the embodiments of the above-mentioned methods. Among them, the aforementioned storage medium can be a non-volatile storage medium such as a disk, an optical disk, a read-only memory (ROM), or a random access memory (RAM).

[0160] To summarize, the present application provides the advertising side of the platform with a method of pre-grouping target users who need to place advertisements, thereby improving the platform's competition efficiency and competition success rate, and can quickly match timely advertisements for users of other platforms for placement, thereby improving the conversion rate of advertisements and the robustness of the platform system, and optimizing the bidding strategies for each user type in real time, thereby saving platform resources consumed by the platform in participating in user bidding services initiated by other platforms.

[0161] It should be understood that, although the steps in the flowchart of the accompanying drawings are displayed in sequence as indicated by the arrows, these steps are not necessarily executed in sequence in the order indicated by the arrows. Unless otherwise specified herein, there is no strict order restriction on the execution of these steps, and they can be executed in other orders. Moreover, at least a part of the steps in the flowchart of the accompanying drawings may include multiple sub-steps or multiple stages, and these sub-steps or stages are not necessarily executed at the same time, but can be executed at different times, and their execution order is not necessarily sequential, but can be executed in turn or alternately with other steps or at least a part of the sub-steps or stages of other steps.

[0162] Those skilled in the art will appreciate that the various operations, methods, steps, measures, and schemes in the processes discussed in this application may be alternated, altered, combined, or deleted. Further, other steps, measures, and schemes in the various operations, methods, and processes discussed in this application may also be alternated, altered, rearranged, decomposed, combined, or deleted. Further, the steps, measures, and schemes in the prior art that are similar to those disclosed in this application may also be alternated, altered, rearranged, decomposed, combined, or deleted.

[0163] The above description is only a partial implementation method of the present application. It should be pointed out that for ordinary technicians in this technical field, several improvements and modifications can be made without departing from the principles of the present application. These improvements and modifications should also be regarded as the scope of protection of the present application.

Claims

1. A method for processing network advertisement delivery, characterized in that: The steps include: In response to an advertisement delivery request, determine a target delivery user type corresponding to the request, and generate a target delivery user group corresponding to the target delivery user type according to a plurality of user information stored in a user database, wherein the user information includes an advertisement identification code and user characteristic information, and the advertisement identification code is a unique identifier of a device operated by the user; According to the latest comprehensive return ratio data, one or more bidding strategies corresponding to the target delivery user group are matched in the bidding strategy pool; Acquire the delivery user information pushed by the media end, store each delivery user information corresponding to the target delivery user type into the target delivery user group, and push each bidding strategy matching the target delivery user group to the media end, and participate in the user bidding service initiated by the media end; Push advertising messages to the user terminals corresponding to the successful bidding user information in the target user group, and monitor and obtain the interactive data generated by these user terminals in response to the advertising messages, so as to update the comprehensive return ratio data according to the interactive data.

2. The method according to claim 1, characterized in that After the step of updating the comprehensive return ratio data according to the interactive data, the following post-processing steps are included: updating the comprehensive return ratio data acting on the target delivery user group according to the advertisement viewing time data and the advertisement consumption data included in the interactive data generated by the user terminal in response to the advertisement message; According to the latest updated comprehensive return ratio data, one or more bidding strategies are re-matched from the bidding strategy pool for the target delivery user group.

3. The method according to claim 1, characterized in that The step of responding to an advertisement delivery request, determining a target delivery user type corresponding to the request, and generating a target delivery user group corresponding to the target delivery user type according to a plurality of user information stored in a user database includes the following steps: Responding to the advertisement delivery request, determining a target delivery user type corresponding to the request; According to the user characteristics represented by the target delivery user type, user information including user characteristic information corresponding to the user characteristics is matched from a user database; A target delivery user group is generated that includes the advertisement identification codes included in each of the user information.

4. The method according to claim 1, characterized in that The step of obtaining the delivery user information pushed by the media terminal and storing each delivery user information corresponding to the target delivery user type in the target delivery user group includes the following steps: Acquire the delivery user information pushed by the media terminal, and parse and acquire the advertisement identification code contained in the delivery user information; It is queried whether the advertisement identification code exists in the target delivery user group. If so, the user characteristic information included in the delivery user information is stored in correspondence with the advertisement identification code corresponding to the target delivery user group.

5. The method according to claim 1, characterized in that The step of obtaining the delivery user information pushed by the media terminal and storing each delivery user information corresponding to the target delivery user type in the target delivery user group includes the following steps: Obtaining the delivery user information pushed by the media terminal, and determining whether the advertisement identification code included in the delivery user information is in the target delivery user group; If not present, determining the user type corresponding to the user characteristic information included in the delivery user information; When the user type matches the target delivery user type, the user characteristic information and the advertisement identification code of the delivery user information are correspondingly stored in the target delivery user group.

6. The method according to claim 1, characterized in that The step of pushing the advertisement message to the user terminal corresponding to the delivery user information that has successfully bid in the target delivery user group includes the following steps: Obtaining user characteristic information contained in the information of successful bidding users in the target delivery user group, extracting the user characteristic information and generating corresponding user characteristic identifiers; Searching an advertisement database for one or more advertisement materials corresponding to the user characteristic identifier; An advertisement message including the advertisement materials is generated, and the advertisement message is pushed to a user terminal corresponding to the advertisement identification code included in the delivery user information.

7. A network advertisement delivery processing device, characterized in that: It includes: A user group generation module is used to respond to an advertisement delivery request, determine a target delivery user type corresponding to the request, and generate a target delivery user group corresponding to the target delivery user type according to a plurality of user information stored in a user database, wherein the user information includes an advertisement identification code and user characteristic information, and the advertisement identification code is a unique identifier of a device operated by the user; A bidding strategy matching module, used to match one or more bidding strategies corresponding to the target delivery user group in the bidding strategy pool according to the latest comprehensive return ratio data; A bidding service participation module is used to obtain the delivery user information pushed by the media end, store each delivery user information corresponding to the target delivery user type into the target delivery user group, and push each bidding strategy matching the target delivery user group to the media end, and participate in the user bidding service initiated by the media end; The return ratio data updating module is used to push advertising messages to the user terminals corresponding to the successful bidding user information in the target user group, and monitor and obtain the interactive data generated by these user terminals in response to the advertising messages, so as to update the comprehensive return ratio data according to the interactive data.

8. An electronic device, comprising a central processing unit and a memory, characterized in that: The central processing unit is used to call and run a computer program stored in the memory to execute the steps of the method according to any one of claims 1 to 6.

9. A non-volatile storage medium, characterized in that: It stores a computer program implemented according to the method described in any one of claims 1 to 6 in the form of computer-readable instructions, and when the computer program is called and executed by a computer, the steps included in the method are executed.

10. A computer program product comprising a computer program / instructions, characterized in that When the computer program / instructions are executed by a processor, the steps of the method according to any one of claims 1 to 6 are implemented.

Images