Advertising budget allocation method, device, computer equipment and storage medium

Abstract

The present application relates to an advertising budget allocation method, device, computer equipment and storage medium. The method includes: obtaining expected delivery information and delivery weights of each delivery point, the delivery weights of each delivery point are used to indicate the historical delivery effect of each delivery point, the expected delivery information includes expected exposure and allocation constraint scheme, in the case of complying with the allocation constraint scheme, the expected exposure is allocated according to the delivery weights of each delivery point, and the target exposure corresponding to each delivery point is determined, that is, the expected exposure is allocated according to the historical advertising delivery effect of each delivery point, and the delivery budget corresponding to each delivery point is determined based on the target exposure corresponding to each delivery point, that is, the delivery budget of each delivery point is automatically and reasonably allocated according to the historical delivery effect of each delivery point, thereby reducing the operating cost of manual delivery and ensuring the maximization of advertising delivery effect under a fixed budget.

Description

Technical Field

[0001] The present application relates to the field of computer technology, and in particular to an advertising budget allocation method, apparatus, computer equipment, and storage medium. Background Art

[0002] With the increasing number of Internet users, more and more companies are placing product advertisements through multiple media platforms. However, different media platforms achieve different advertising effects. In order to maximize the advertising effect that can be achieved by the advertising budget, it is necessary to allocate the advertising budget corresponding to each media platform.

[0003] The diversification of media platforms and advertising locations makes it difficult to quantify the effectiveness of advertising exposure. Therefore, the formulation of allocation strategies required for advertising delivery is very complex. Currently, most advertising delivery is manually performed by advertising optimizers based on their understanding of the promotional products and previous experience. This requires manual operation of advertising accounts to have high requirements for the user's delivery level, which increases the operating cost of advertising delivery. Summary of the Invention

[0004] In order to solve the above technical problems, the present application provides an advertising budget allocation method, apparatus, computer device and storage medium.

[0005] In a first aspect, the present application provides an advertising budget allocation method, comprising:

[0006] Obtaining expected delivery information and delivery weights of various delivery locations, wherein the expected delivery information includes expected exposure and allocation constraint scheme;

[0007] Under the condition that the allocation constraint scheme is met, the expected exposure is allocated according to the placement weight of each placement point, and the target exposure corresponding to each placement point is determined;

[0008] Based on the target exposure amount corresponding to each of the delivery points, the delivery budget corresponding to each of the delivery points is determined.

[0009] In a second aspect, the present application provides an advertising budget allocation device, comprising:

[0010] An acquisition module is used to obtain expected delivery information and delivery weights of various delivery points, wherein the expected delivery information includes expected exposure and allocation constraint scheme;

[0011] An allocation module, configured to allocate the expected exposure amount according to the placement weight of each placement point in accordance with the allocation constraint scheme, and determine the target exposure amount corresponding to each placement point;

[0012] The budget module is used to determine the delivery budget corresponding to each delivery point based on the target exposure corresponding to each delivery point.

[0013] In a third aspect, the present application provides a computer device comprising a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein when the processor executes the computer program, the following steps are implemented:

[0014] Obtaining expected delivery information and delivery weights of various delivery locations, wherein the expected delivery information includes expected exposure and allocation constraint scheme;

[0015] Under the condition that the allocation constraint scheme is met, the expected exposure is allocated according to the placement weight of each placement point, and the target exposure corresponding to each placement point is determined;

[0016] Based on the target exposure amount corresponding to each of the delivery points, the delivery budget corresponding to each of the delivery points is determined.

[0017] In a fourth aspect, the present application provides a computer-readable storage medium having a computer program stored thereon, wherein when the computer program is executed by a processor, the following steps are implemented:

[0018] Obtaining expected delivery information and delivery weights of various delivery locations, wherein the expected delivery information includes expected exposure and allocation constraint scheme;

[0019] Under the condition that the allocation constraint scheme is met, the expected exposure is allocated according to the placement weight of each placement point, and the target exposure corresponding to each placement point is determined;

[0020] Based on the target exposure amount corresponding to each of the delivery points, the delivery budget corresponding to each of the delivery points is determined.

[0021] The above-mentioned advertising budget allocation method is applied to operations optimization technology to realize mathematical programming. Based on the above-mentioned advertising budget allocation method, the expected delivery information and the delivery weight of each delivery point are obtained. The delivery weight of each delivery point is used to indicate the historical delivery effect of each delivery point. The expected delivery information includes the expected exposure and the allocation constraint scheme. Under the condition of complying with the allocation constraint scheme, the expected exposure is allocated according to the delivery weight of each delivery point, and the target exposure corresponding to each delivery point is determined. That is, the expected exposure is allocated according to the historical advertising delivery effect of each delivery point, and the delivery budget corresponding to each delivery point is determined based on the target exposure corresponding to each delivery point. That is, the delivery budget of each delivery point is automatically and reasonably allocated according to the historical delivery effect of each delivery point, thereby reducing the operating cost of manual delivery and ensuring the maximum advertising delivery effect under a fixed budget. BRIEF DESCRIPTION OF THE DRAWINGS

[0022] The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the invention and, together with the description, serve to explain the principles of the invention.

[0023] In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the following briefly introduces the drawings required for use in the embodiments or the description of the prior art. Obviously, for ordinary technicians in this field, other drawings can be obtained based on these drawings without paying any creative labor.

[0024] Figure 1 1 is a flow chart of a method for allocating an advertising budget in one embodiment;

[0025] Figure 2 is a structural block diagram of an advertising budget allocation device in one embodiment;

[0026] Figure 3 FIG. 1 is a diagram showing the internal structure of a computer device in one embodiment. DETAILED DESCRIPTION

[0027] To make the purpose, technical solutions, and advantages of the embodiments of this application more clear, the technical solutions in the embodiments of this application will be clearly and completely described below in conjunction with the drawings in the embodiments of this application. Obviously, the described embodiments are part of the embodiments of this application, not all of the embodiments. Based on the embodiments in this application, all other embodiments obtained by ordinary technicians in this field without making creative efforts are within the scope of protection of this application.

[0028] In one embodiment, Figure 1 This is a flow chart of an advertising budget allocation method in one embodiment, referring to Figure 1, provides an advertising budget allocation method. This embodiment mainly uses the method applied to a server as an example to illustrate, and the advertising budget allocation method specifically includes the following steps:

[0029] Step S110: Obtain expected delivery information and delivery weights of each delivery point.

[0030] The expected delivery information includes expected exposure and allocation constraint scheme.

[0031] Specifically, the delivery points are used to indicate the media platforms for advertising delivery or the regions targeted by each media platform. The delivery weight of each delivery point is used to indicate the historical delivery effect of each delivery point. The higher the corresponding value of the delivery weight, the better the historical delivery effect of the delivery point corresponding to the delivery weight. Conversely, the lower the corresponding value of the delivery weight, the worse the historical delivery effect of the delivery point corresponding to the delivery weight.

[0032] The expected delivery information is used to indicate the advertiser's delivery requirements, the expected exposure is used to indicate the advertiser's expected total exposure for all delivery points, and the allocation constraint scheme is used to indicate the advertiser's delivery restrictions for each delivery point.

[0033] Step S120 , when the allocation constraint scheme is met, the expected exposure is allocated according to the delivery weight of each delivery point, and the target exposure corresponding to each delivery point is determined.

[0034] Specifically, under the premise of meeting the delivery restrictions for each delivery point, the expected exposure is allocated according to the delivery weight of each delivery point, that is, the exposure is objectively allocated based on the historical delivery effect of each delivery point. The target exposure allocated to the delivery point with better historical delivery effect is larger, and the target exposure allocated to the delivery point with worse historical delivery effect is smaller. In this way, when the budget is fixed, the exposure can be automatically allocated based on the historical delivery effect of each delivery point to ensure that the advertising delivery effect is maximized.

[0035] Step S130: determining the delivery budget corresponding to each delivery point based on the target exposure amount corresponding to each delivery point.

[0036] Specifically, the delivery budget corresponding to each delivery point is determined based on the target exposure volume corresponding to each delivery point, that is, the delivery budget of each delivery point is automatically and reasonably allocated according to the historical delivery effect of each delivery point, thereby reducing the operating cost of manual delivery, saving advertisers' advertising delivery costs, and ensuring the maximum advertising delivery effect under a fixed budget.

[0037] In one embodiment, obtaining the delivery weight of each delivery point includes: obtaining the operation data of each delivery point; and determining the delivery weight of each delivery point according to the multiple indicator data in each operation data.

[0038] The operational data includes a plurality of indicator data.

[0039] Specifically, indicator data can include user volume, active time periods, user age distribution, user gender distribution, media type, and reach rate. The reach rate is the ratio of ad impressions at a given location to the number of users reached by the ad, with the number of users represented by the ad removed after duplication. Each indicator data type is converted to a numerical value. For example, user gender: female is converted to a value of 0, and user gender: male is converted to a value of 1. This means that the indicator data is represented as numerical values ​​after data type conversion.

[0040] Based on the various indicator data in the operational data of each delivery point, the delivery weight of each delivery point is comprehensively determined. That is, the delivery weight of each delivery point can be used to objectively evaluate the historical delivery effect of the advertising delivery point.

[0041] In one embodiment, determining the delivery weight of each delivery point based on the multiple indicator data in each of the operation data includes: forming an indicator matrix based on the multiple indicator data in the operation data; standardizing the indicator matrix to obtain a standard matrix; determining the information entropy corresponding to each of the indicator dimensions based on the multiple standard data in the same column of the standard matrix; and determining the delivery weight of each of the delivery points based on the information entropy corresponding to each of the indicator dimensions.

[0042] Among them, multiple indicator data in the same row in the indicator matrix correspond to the same delivery point, multiple indicator data in the same column correspond to the same indicator dimension, and the standard matrix includes standard data corresponding to each indicator data.

[0043] Specifically, the indicator data in the operation data of each delivery point are arranged to form an indicator matrix. The multiple indicator data in each row belong to the same operation data, that is, they indicate the same delivery point. The multiple indicator data in each column indicate the same indicator dimension. For example, the multiple indicator data in the first column are used to indicate the number of users, and the multiple indicator data in the second column are used to indicate the active period. Each indicator data is recorded as X ij , where i is used to indicate the row to which the indicator data belongs, that is, i is used to indicate different delivery points, and j is used to indicate the column to which the indicator data belongs, that is, j is used to indicate different indicator dimensions.

[0044] Standardize the data of each indicator to obtain the corresponding standard data, which is recorded as Among them, min(X i ) is the index data with the smallest value in the i-th row, max(X i ) is the indicator data with the largest value in the i-th row.

[0045] The information entropy corresponding to each indicator dimension is determined based on the multiple standard data in the same column of the standard matrix, that is, the information entropy corresponding to the indicator dimension is calculated based on the indicator data of each placement point under the same indicator dimension. The information entropy is recorded as in, n is used to indicate the number of placement points, that is, to indicate the number of rows in the standard matrix. If P ij =0, then define Each indicator dimension corresponds to an information entropy, and each delivery point includes indicator data corresponding to multiple indicator dimensions. The delivery weight of the delivery point is comprehensively determined based on the information entropy corresponding to the corresponding indicator dimension of each indicator data.

[0046] In one embodiment, determining the delivery weight of each delivery point based on the information entropy corresponding to each indicator dimension includes: determining the influence weight corresponding to each indicator dimension based on the information entropy corresponding to each indicator dimension; normalizing the influence weight corresponding to the indicator dimension corresponding to each delivery point to obtain the delivery weight of each delivery point.

[0047] Specifically, the impact weight corresponding to each indicator dimension is recorded as W i , determine the corresponding influence weight according to the information entropy corresponding to each indicator dimension, that is Here, k is used to indicate the number of indicator dimensions.

[0048] Normalize the corresponding impact weights of multiple indicator dimensions corresponding to each delivery point to obtain the delivery weight of each delivery point, which is recorded as q i =∑ j W ij Y ij (j=1, 2, ..., k), that is, the delivery weight of each delivery point is the product of the standard data corresponding to the delivery point and the influence weight of the corresponding indicator dimension. The delivery weight of each delivery point constitutes the weight set q=(q1, q2, ..., q n ) T .

[0049] In one embodiment, the expected delivery information also includes the exposure unit price corresponding to each of the delivery points. Under the condition of complying with the allocation constraint scheme, the expected exposure is allocated according to the delivery weight of each of the delivery points, and the target exposure corresponding to each of the delivery points is determined, including: under the condition of complying with the first budget constraint condition and the second budget constraint condition, the expected exposure is allocated according to the delivery weight of each of the delivery points and the corresponding exposure unit price, and the target exposure corresponding to each of the delivery points is determined.

[0050] Among them, the allocation constraint scheme includes the first budget constraint condition and the second budget constraint condition. The first budget constraint condition is used to limit the total budget corresponding to all the delivery points, and the second budget constraint condition is used to limit the total budget corresponding to multiple delivery points of the target type. The target type is used to indicate the delivery type corresponding to the delivery point, and the delivery type is used to indicate the media type of each delivery point.

[0051] Specifically, the allocation constraint scheme and the objective function constitute the budget allocation model, and the objective function is denoted as max∑ i f(q i *z i ), i = 1, 2, .., n, where q i is the delivery weight corresponding to each delivery point, z i is the target exposure corresponding to each delivery point, and the first budget constraint is recorded as ∑ i price i *z i ≤total_cost, total_cost is used to indicate the advertiser's total budget for all placements, price i It is used to indicate the exposure unit price corresponding to each placement point, that is, the first preset constraint is used to limit the product of the exposure unit price of all placement points and the corresponding target exposure to be less than the total budget corresponding to the first budget constraint. The second budget constraint is recorded as ∑ i∈total_tp price i *z i ≤con_cost, total_tp is used to indicate the set formed by multiple delivery points of the target type, con_cost is used to indicate the total budget corresponding to the multiple delivery points of the target type. The multiple delivery points of the target type can specifically be multiple delivery points of the same delivery type or multiple delivery points of different delivery types. That is, the second budget constraint is used to limit the sum of the product of the exposure unit price of each delivery point under the target type and the corresponding target exposure to be less than the total budget corresponding to the second budget constraint.

[0052] In one embodiment, in accordance with the allocation constraint scheme, allocating the expected exposure amount according to the delivery weight of each delivery point to determine the target exposure amount corresponding to each delivery point includes:

[0053] When the first exposure limit condition and the second exposure limit condition are met, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price to determine the target exposure corresponding to each delivery point.

[0054] Among them, the allocation constraint scheme also includes the first exposure restriction condition and the second exposure restriction condition. The first exposure restriction condition is used to limit the total exposure corresponding to multiple delivery points of the same delivery type, and the second exposure restriction condition is used to limit the total exposure corresponding to multiple delivery points of different delivery types.

[0055] Specifically, the first exposure limit condition is recorded as Among them, total_tp1 is used to indicate the set formed by multiple delivery points of the same delivery type, and con_imp1 is used to indicate the total exposure of multiple delivery points of the same delivery type, that is, the first exposure limit condition is used to limit the sum of the target exposures of multiple delivery points of the same delivery type to be less than the total exposure corresponding to the first exposure limit condition.

[0056] The second exposure limit condition is recorded as Among them, total_tp2 is used to indicate the set formed by multiple delivery points of different delivery types, and con_imp2 is used to indicate the total exposure of multiple delivery points of different delivery types, that is, the second exposure limit condition is used to limit the sum of the target exposures of multiple delivery points of different delivery types to be less than the total exposure corresponding to the second exposure limit condition.

[0057] In one embodiment, under the condition that the allocation constraint scheme is met, the expected exposure is allocated according to the delivery weight of each delivery point, and the target exposure corresponding to each delivery point is determined, including: under the condition that the first budget constraint condition, the second budget constraint condition, the first exposure constraint condition and the second exposure constraint condition are met at the same time, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price, and the target exposure corresponding to each delivery point is determined.

[0058] Specifically, the budget allocation model includes the following objective functions and constraints:

[0059] Objective function: max∑ i f(qi *z i ), i = 1, 2, .., n

[0060] The first budget constraint: i price i *z i ≤total_cost

[0061] The second budget constraint is: i∈total_tp price i *z i ≤con_cost

[0062] First exposure limit condition:

[0063] Second exposure limit condition:

[0064] Knowing that q in the above formulas i 、price i , total_cost, con_cost, and con_imp2, jointly obtain z i At the same time, the sum of the corresponding target exposures of each delivery point is the expected exposure. That is, the expected exposure is allocated according to the delivery weight of each delivery point to obtain the target exposure corresponding to each delivery point. The next budget allocation is objectively carried out based on the historical delivery effect of each delivery point, which effectively saves the advertising costs of advertisers and maximizes the advertising delivery effect under a fixed budget to improve the advertising delivery effect.

[0065] Figure 1 FIG. 1 is a flow chart of an advertising budget allocation method in one embodiment. It should be understood that although Figure 1 The steps in the flowchart are shown in sequence as indicated by the arrows, but these steps are not necessarily executed in the order indicated by the arrows. Unless otherwise specified in this document, there is no strict order restriction for the execution of these steps, and these steps can be executed in other orders. In addition, Figure 1 At least part of the steps may include multiple sub-steps or multiple stages. These sub-steps or stages are not necessarily executed at the same time, but can be executed at different times. The execution order of these sub-steps or stages is not necessarily sequential, but can be executed in turn or alternately with other steps or at least part of the sub-steps or stages of other steps.

[0066] In one embodiment, Figure 2 As shown, an advertising budget allocation device is provided, comprising:

[0067] An acquisition module 210 is configured to acquire expected delivery information and delivery weights of various delivery locations, wherein the expected delivery information includes expected exposure and allocation constraint schemes;

[0068] An allocation module 220 is configured to allocate the expected exposures according to the placement weights of the respective placement locations, and determine target exposures corresponding to the respective placement locations, while complying with the allocation constraint scheme.

[0069] The budget module 230 is configured to determine the delivery budget corresponding to each delivery point based on the target exposure amount corresponding to each delivery point.

[0070] In one embodiment, the acquisition module 210 is specifically configured to:

[0071] Acquiring operation data of each of the delivery points, wherein the operation data includes a plurality of indicator data;

[0072] The delivery weight of each delivery point is determined according to the multiple indicator data in each of the operation data.

[0073] In one embodiment, the acquisition module 210 is specifically configured to:

[0074] forming an indicator matrix based on the indicator data in the plurality of operation data, wherein the plurality of indicator data in the same row in the indicator matrix corresponds to the same delivery point, and the plurality of indicator data in the same column corresponds to the same indicator dimension;

[0075] Standardizing the indicator matrix to obtain a standard matrix, wherein the standard matrix includes standard data corresponding to each indicator data;

[0076] Determining the information entropy corresponding to each indicator dimension according to the plurality of standard data in the same column of the standard matrix;

[0077] The delivery weight of each delivery point is determined according to the information entropy corresponding to each indicator dimension.

[0078] In one embodiment, the acquisition module 210 is specifically configured to:

[0079] Determine the influence weight corresponding to each indicator dimension according to the information entropy corresponding to each indicator dimension;

[0080] The impact weights corresponding to the indicator dimensions of each delivery point are normalized to obtain the delivery weights of each delivery point.

[0081] In one embodiment, the allocation module 220 is specifically configured to:

[0082] Under the condition that the first budget constraint condition and the second budget constraint condition are met, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price, and the target exposure corresponding to each delivery point is determined, wherein the allocation constraint scheme includes the first budget constraint condition and the second budget constraint condition, the first budget constraint condition is used to limit the total budget corresponding to all the delivery points, and the second budget constraint condition is used to limit the total budget corresponding to multiple delivery points of the target type, and the target type is used to indicate the delivery type corresponding to the delivery point.

[0083] In one embodiment, the allocation module 220 is specifically configured to:

[0084] When the first exposure limit condition and the second exposure limit condition are met, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price, and the target exposure corresponding to each delivery point is determined, wherein the allocation constraint scheme also includes the first exposure limit condition and the second exposure limit condition, the first exposure limit condition is used to limit the total exposure corresponding to multiple delivery points of the same delivery type, and the second exposure limit condition is used to limit the total exposure corresponding to multiple delivery points of different delivery types.

[0085] In one embodiment, the allocation module 220 is specifically configured to:

[0086] When the first budget constraint, the second budget constraint, the first exposure constraint and the second exposure constraint are met at the same time, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price to determine the target exposure corresponding to each delivery point.

[0087] Figure 3 FIG1 shows an internal structure diagram of a computer device in one embodiment. The computer device may be a server. Figure 3As shown, the computer device includes a processor, memory, network interface, input device, and display screen connected via a system bus. The memory includes a non-volatile storage medium and internal memory. The non-volatile storage medium of the computer device stores an operating system and may also store a computer program that, when executed by the processor, enables the processor to implement the advertising budget allocation method. The internal memory may also store a computer program that, when executed by the processor, enables the processor to implement the advertising budget allocation method. The display screen of the computer device may be a liquid crystal display or an electronic ink display screen, and the input device of the computer device may be a touch layer covering the display screen, or may be a key, trackball, or touchpad provided on the computer device housing, or may be an external keyboard, touchpad, or mouse.

[0088] Those skilled in the art will understand that Figure 3 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 shown in the figure, or combine certain components, or have a different component arrangement.

[0089] In one embodiment, the advertising budget allocation device provided by the present application can be implemented in the form of a computer program. Figure 3 The computer device is run on the computer device shown. The memory of the computer device can store various program modules that constitute the advertising budget allocation device, such as, Figure 2 The acquisition module 210, allocation module 220 and budget module 230 are shown. The computer program composed of various program modules enables the processor to execute the steps of the advertising budget allocation method of each embodiment of the present application described in this specification.

[0090] Figure 3 The computer device shown can be Figure 2 The acquisition module 210 in the illustrated advertising budget allocation device acquires expected delivery information and delivery weights for each delivery location, wherein the expected delivery information includes expected exposures and an allocation constraint scheme. The computer device, through the allocation module 220, can allocate the expected exposures according to the delivery weights of each delivery location, subject to the allocation constraint scheme, to determine the target exposures for each delivery location. The computer device, through the budget module 230, can determine the delivery budget for each delivery location based on the target exposures for each delivery location.

[0091] In one embodiment, a computer device is provided, including a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein the processor implements the method described in any one of the above embodiments when executing the computer program.

[0092] In one embodiment, a computer-readable storage medium is provided, on which a computer program is stored. When the computer program is executed by a processor, the method described in any one of the above embodiments is implemented.

[0093] Those skilled in the art will appreciate that all or part of the processes in the above-mentioned embodiments can be implemented by instructing the relevant hardware to perform the processes. The program can be stored in a non-volatile computer-readable storage medium. When the program is executed, it can include the processes of the embodiments of the above-mentioned methods. Among them, any reference to memory, storage, database or other media used in the embodiments provided in this application can include non-volatile and / or volatile memory. Non-volatile memory can include read-only memory (ROM), programmable ROM (PROM), electrically programmable ROM (EPROM), electrically erasable programmable ROM (EEPROM) or flash memory. Volatile memory can include random access memory (RAM) or external cache memory. By way of illustration and not limitation, RAM is available in various forms, such as static RAM (SRAM), dynamic RAM (DRAM), synchronous DRAM (SDRAM), double data rate SDRAM (DDRSDRAM), enhanced SDRAM (ESDRAM), synchronous link (Synchlink) DRAM (SLDRAM), memory bus (Rambus) direct RAM (RDRAM), direct memory bus dynamic RAM (DRDRAM), and memory bus dynamic RAM (RDRAM).

[0094] It should be noted that, in this document, relational terms such as "first" and "second" are used only to distinguish one entity or operation from another entity or operation, and do not necessarily require or imply any actual relationship or order between these entities or operations. Moreover, the terms "comprises," "comprising," or any other variations thereof are intended to cover non-exclusive inclusion, so that a process, method, article, or device comprising a series of elements includes not only those elements, but also other elements not explicitly listed, or elements inherent to such process, method, article, or device. In the absence of further limitations, an element defined by the phrase "comprising a ..." does not exclude the presence of other identical elements in the process, method, article, or device comprising the element.

[0095] The foregoing description is intended only to provide specific embodiments of the present invention, which will enable those skilled in the art to understand and implement the present invention. Various modifications to these embodiments will be readily apparent to those skilled in the art, and the general principles defined herein may be implemented in other embodiments without departing from the spirit or scope of the present invention. Therefore, the present invention is not intended to be limited to the embodiments shown herein, but is intended to be accorded the widest scope consistent with the principles and novel features claimed herein.

Claims

1. A method for allocating advertising budget, characterized in that: The method comprises: Obtaining expected delivery information and delivery weights of various delivery locations, wherein the expected delivery information includes expected exposure and allocation constraint scheme; Under the condition that the allocation constraint scheme is met, the expected exposure is allocated according to the placement weight of each placement point, and the target exposure corresponding to each placement point is determined; Determining the delivery budget corresponding to each delivery point based on the target exposure corresponding to each delivery point; The expected delivery information also includes the unit price of exposure corresponding to each delivery point. In the case of complying with the allocation constraint scheme, the expected exposure is allocated according to the delivery weight of each delivery point to determine the target exposure corresponding to each delivery point, including: Under the condition that the first budget constraint condition and the second budget constraint condition are met, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price, and the target exposure corresponding to each delivery point is determined, wherein the allocation constraint scheme includes the first budget constraint condition and the second budget constraint condition, the first budget constraint condition is used to limit the product of the exposure unit price of all delivery points and the corresponding target exposure to be less than the advertiser's total budget for all delivery points, and the second budget constraint condition is used to limit the sum of the products of the exposure unit price of each delivery point under the target type and the corresponding target exposure to be less than the total budget corresponding to multiple delivery points of the target type, and the target type is used to indicate the delivery type corresponding to the delivery point.

2. The method according to claim 1, characterized in that Obtaining the delivery weights of each delivery point includes: Acquiring operation data of each of the delivery points, wherein the operation data includes a plurality of indicator data; The delivery weight of each delivery point is determined according to the multiple indicator data in each of the operation data.

3. The method according to claim 2, characterized in that Determining the delivery weight of each delivery point according to the plurality of indicator data in each of the operation data includes: forming an indicator matrix based on the indicator data in the plurality of operation data, wherein the plurality of indicator data in the same row in the indicator matrix corresponds to the same delivery point, and the plurality of indicator data in the same column corresponds to the same indicator dimension; Standardizing the indicator matrix to obtain a standard matrix, wherein the standard matrix includes standard data corresponding to each indicator data; Determining the information entropy corresponding to each indicator dimension according to the plurality of standard data in the same column of the standard matrix; The delivery weight of each delivery point is determined according to the information entropy corresponding to each indicator dimension.

4. The method according to claim 3, characterized in that Determining the delivery weight of each delivery point according to the information entropy corresponding to each indicator dimension includes: Determine the influence weight corresponding to each indicator dimension according to the information entropy corresponding to each indicator dimension; The impact weights corresponding to the indicator dimensions of each delivery point are normalized to obtain the delivery weights of each delivery point.

5. The method according to claim 1, characterized in that The method of allocating the expected exposure amount according to the delivery weight of each delivery point in accordance with the distribution constraint scheme to determine the target exposure amount corresponding to each delivery point includes: When the first exposure limit condition and the second exposure limit condition are met, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price, and the target exposure corresponding to each delivery point is determined, wherein the allocation constraint scheme also includes the first exposure limit condition and the second exposure limit condition, the first exposure limit condition is used to limit the total exposure corresponding to multiple delivery points of the same delivery type, and the second exposure limit condition is used to limit the total exposure corresponding to multiple delivery points of different delivery types.

6. The method according to claim 5, characterized in that The method of allocating the expected exposure amount according to the delivery weight of each delivery point in accordance with the distribution constraint scheme to determine the target exposure amount corresponding to each delivery point includes: When the first budget constraint, the second budget constraint, the first exposure constraint and the second exposure constraint are met at the same time, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price to determine the target exposure corresponding to each delivery point.

7. An advertising budget allocation device, characterized in that: The device comprises: An acquisition module is used to obtain expected delivery information and delivery weights of various delivery points, wherein the expected delivery information includes expected exposure and allocation constraint scheme; An allocation module, configured to allocate the expected exposure amount according to the placement weight of each placement point in accordance with the allocation constraint scheme, and determine the target exposure amount corresponding to each placement point; A budget module, configured to determine the delivery budget corresponding to each delivery point based on the target exposure amount corresponding to each delivery point; The allocation module is further configured to: Under the condition that the first budget constraint condition and the second budget constraint condition are met, the expected exposure is allocated according to the delivery weight of each delivery point and the corresponding exposure unit price, and the target exposure corresponding to each delivery point is determined, wherein the allocation constraint scheme includes the first budget constraint condition and the second budget constraint condition, the first budget constraint condition is used to limit the product of the exposure unit price of all delivery points and the corresponding target exposure to be less than the advertiser's total budget for all delivery points, and the second budget constraint condition is used to limit the sum of the products of the exposure unit price of each delivery point under the target type and the corresponding target exposure to be less than the total budget corresponding to multiple delivery points of the target type, and the target type is used to indicate the delivery type corresponding to the delivery point.

8. A computer device comprising a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein: When the processor executes the computer program, the steps of the method according to any one of claims 1 to 6 are implemented.

9. A computer-readable storage medium having a computer program stored thereon, characterized in that: When the computer program is executed by a processor, the steps of the method according to any one of claims 1 to 6 are implemented.

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