Advertisement delivery plan determination method and device, equipment

Abstract

The embodiment of the present specification provides an advertisement putting plan determination method and device, equipment, and the method comprises the following steps: acquiring at least one putting area selected by an advertiser, at least two media selected and a first touch target set for each putting area; in the same coordinate graph, the slope curve corresponding to each touch curve under the putting area is displayed; the first touch target population of the advertiser for the putting area is calculated; the purchase exposure times of the media for putting the advertisement in the putting area are determined, so that the purchase exposure times of the media for putting the advertisement reach the first touch target population in the sum of the corresponding touch target population in the corresponding touch curve, and the advertisement putting plan of the advertiser for the putting area is generated according to the purchase exposure times of the media for putting the advertisement. The present application can quickly solve the distribution problem of the purchase exposure times of each media.

Description

Technical Field

[0001] This specification relates to the field of advertising placement technology, and in particular to a method, apparatus, and equipment for determining an advertising placement plan. Background Technology

[0002] With the deepening of advertising and the continuous expansion of the internet, the types of internet media have become increasingly diverse. Advertisers tailor their advertising campaigns based on their target audience. Before each advertising campaign, an advertising plan is configured to determine the allocation of advertising space across multiple media within a specific market. The market refers to the city where the advertising is placed, such as Guangzhou, Wuhan, Beijing, or Shanghai; the media refers to the media platform where the advertising is placed, such as a short video platform or a shopping platform.

[0003] Existing solutions typically involve manually selecting the media and markets for advertising placement. However, this manual selection method is time-consuming and labor-intensive, and because there are many markets and media, it is difficult to quickly resolve the issue of advertising allocation across multiple media. Summary of the Invention

[0004] To address at least one of the above problems, embodiments of this specification describe a method, apparatus, and device for determining an advertising placement plan.

[0005] According to a first aspect, embodiments of the present invention provide a method for determining an advertising delivery plan, comprising:

[0006] The system obtains at least one advertising region selected by the advertiser, at least two media outlets selected, and the first reach objective set for each advertising region; wherein, the first reach objective corresponding to an advertising region includes the preset reach ratio of the advertising campaign among the target audience in that advertising region;

[0007] The system obtains the reach curves for each media in each advertising region for the advertiser, and displays the slope curves corresponding to each reach curve in the same coordinate graph. Each reach curve represents the change in the number of exposures for an advertiser reaching the target audience in an advertising scenario using one media in one advertising region. The vertical axis of each point on the slope curve corresponding to a reach curve is the slope value of that point on the reach curve, and the horizontal axis is the media cost corresponding to the number of exposures at that point on the reach curve.

[0008] The number of internet users and the target audience concentration in each advertising region are obtained. Based on the number of internet users, the target audience concentration, and the preset reach ratio in each advertising region, the first target audience for the advertiser in that advertising region is calculated. The target audience concentration in an advertising region is the ratio between the target audience in that advertising region and the number of internet users in that advertising region.

[0009] Based on the slope curves corresponding to each advertising region, the media costs required for each media in that advertising region are determined. Based on the media costs required for each media, the number of times to purchase exposures is determined so that the sum of the number of times to purchase exposures for each media in the corresponding reach curve reaches the first reach target audience. Based on the number of times to purchase exposures for each media in that advertising region, the advertiser's advertising campaign plan for that advertising region is generated.

[0010] According to a second aspect, embodiments of the present invention provide an advertising placement plan determination device, comprising:

[0011] The first acquisition module is used to acquire at least one placement area selected by the advertiser, at least two media selected, and a first reach target set for each placement area; wherein, the first reach target corresponding to a placement area includes the preset reach ratio of the advertising campaign in the target audience of that placement area;

[0012] The second acquisition module is used to acquire the reach curves corresponding to each media in each advertising region for the advertiser, and to display the slope curves corresponding to each reach curve in the same coordinate graph. A reach curve represents the change in the number of exposures for an advertiser reaching the target audience in an advertising scenario using one media in an advertising region. The vertical axis of each point on the slope curve corresponding to a reach curve is the slope value of that point on the reach curve, and the horizontal axis is the media cost corresponding to the number of exposures at that point on the reach curve.

[0013] The third acquisition module is used to acquire the number of internet users in each advertising region and the target audience concentration in each advertising region, and to calculate the first target audience for the advertiser in each advertising region based on the number of internet users in each advertising region, the target audience concentration, and the preset reach ratio; wherein, the target audience concentration in an advertising region is the ratio between the target audience in the advertising region and the number of internet users in the advertising region.

[0014] The plan generation module is used to determine the media cost required for each media in each advertising region based on the slope curves corresponding to each advertising region, determine the corresponding number of purchased impressions based on the media cost required for each media, so that the sum of the number of purchased impressions for each media in the corresponding reach curve reaches the first reach target audience, and generate the advertiser's advertising campaign plan for each advertising region based on the number of purchased impressions for each media in the advertising region.

[0015] According to a third aspect, a computer-readable storage medium is provided having a computer program stored thereon, which, when executed in a computer, causes the computer to perform the method provided in the first aspect.

[0016] According to a fourth aspect, a computing device is provided, including a memory and a processor, wherein the memory stores executable code, and the processor, when executing the executable code, implements the method provided in the first aspect.

[0017] The advertising placement plan determination method, apparatus, and equipment provided in the embodiments of this specification, in combination or individually, have the following technical effects:

[0018] (1) In this embodiment of the invention, at least one placement area selected by the advertiser, at least two selected media, and a first reach target set for each placement area are obtained. Then, based on the number of internet users, target audience concentration, and preset reach ratio in the first reach target of each placement area, the first reach target audience of the advertiser for that placement area is calculated, thereby obtaining the target audience that the advertiser hopes to reach. Next, the reach curves corresponding to each of the media in each placement area are obtained, and the slope curves corresponding to each reach curve in that placement area are displayed on the same coordinate graph. Then, based on each slope curve in that placement area, the media cost required for each media in that placement area is determined, and the corresponding number of purchase exposures is determined according to the media cost required for each media. The sum of the number of purchase exposures of each media in the corresponding reach target audience in the corresponding reach curve can reach the first reach target audience, thereby realizing the target audience that the advertiser hopes to reach. In this process, since no manual selection is required, but the calculation device is used to complete the process, the problem of allocating the number of purchase exposures of each media for a placement area can be quickly solved, saving human resources and time costs and improving the efficiency of advertising placement allocation. Moreover, it can achieve the goal of reaching users.

[0019] (2) In one embodiment, considering the possibility of overlapping audiences among various media, resulting in the actual target audience being smaller than the first target audience, the overlap rate of the target audience between every two media in a delivery area is obtained. Then, a horizontal line satisfying the first condition is found in the coordinate graph using a bisection method. The media cost corresponding to the intersection of the horizontal line satisfying the first condition with each slope curve in the coordinate graph is taken as the required media cost. The first condition is that the first difference between the sum of the target audiences corresponding to the intersections of the horizontal line and each slope curve and the first overlapping number satisfies the second condition. This first difference represents the sum of the target audiences that each media can actually reach. The second condition is that the first difference and the second difference between the advertiser's first target audience for that delivery area are within the error range, i.e., the difference between the first difference and the first target audience is very small. In other words, the difference between the sum of the target audiences that each media can actually reach and the first target audience is very small, thus achieving the advertiser's reach objective. Since each media intersects the horizontal line that satisfies the first condition, the slope values ​​at each intersection point are equal. This results in a relatively small sum of the number of times each media is purchased for exposure. Therefore, the cost of the advertising campaign can be relatively low, while still achieving the advertiser's primary reach objective.

[0020] (3) In one embodiment, the preset reach ratio is an N-times preset reach ratio, the target audience on the reach curve is the N-times reach target audience, the reach audience overlap rate is the N-times reach audience overlap rate, and the first target audience is the first N-times reach target audience. It is evident that the method provided by this embodiment can achieve the reach target of an advertiser at any reach frequency across various media in a certain advertising region.

[0021] (4) In one embodiment, the N-times-reached overlapping population between two media outlets is calculated based on the N-times-reached audience overlap rate between each pair of media outlets. Then, the first overlapping population between multiple media outlets is calculated based on the N-times-reached overlapping population between each pair of media outlets. It is evident that this method can calculate the first overlapping population between any number of media outlets. Furthermore, the calculation process for the N-times-reached overlapping population between two media outlets takes into account a second preset coefficient, which is related to the reach frequency N. Therefore, the calculation process for the N-times-reached overlapping population between two media outlets considers the impact of the reach frequency N on the overlapping population, which is very realistic and makes the N-times-reached overlapping population between two media outlets more accurate. Attached Figure Description

[0022] To more clearly illustrate the technical solutions in the embodiments or prior art of this specification, the drawings used in the description of the embodiments or prior art will be briefly introduced below. Obviously, the drawings described below are some embodiments of this specification. For those skilled in the art, other drawings can be obtained based on these drawings without creative effort.

[0023] Figure 1 This is a flowchart illustrating the method for determining an advertising placement plan in one embodiment of this specification;

[0024] Figure 2 This is a schematic diagram of a reach curve in one embodiment of this specification;

[0025] Figure 3 This is a schematic diagram of the slope curves and the horizontal lines that satisfy the first condition for an advertiser in a placement area, according to one embodiment of this specification.

[0026] Figure 4 This is a structural block diagram of an advertising placement plan determination device in one embodiment of this specification. Detailed Implementation

[0027] The solution provided in this specification will now be described with reference to the accompanying drawings.

[0028] In a first aspect, embodiments of the present invention provide a method for determining an advertising delivery plan. This method can be executed by any computing device, see [link to relevant documentation]. Figure 1 The method may include the following steps S110 to S140:

[0029] S110. Obtain at least one placement area selected by the advertiser, at least two selected media, and a first reach target set for each placement area; wherein, the first reach target corresponding to a placement area includes the preset reach ratio of the advertising campaign in the target audience of that placement area;

[0030] The target market refers to the market in which the advertisement will be placed, such as cities like Beijing, Shanghai, Wuhan, and Shenzhen. The media can be video media platforms, shopping media platforms, news media platforms, etc.

[0031] For example, an advertiser selects 4 target regions and 3 media, and sets a first-reach target for each city. For example, for the target region of Beijing, the first-reach target includes a preset reach ratio of 40%.

[0032] For example, if the target audience is set to be male and aged 18-35, and there are 20 million internet users in Beijing, of which 10 million are male and aged 18-35, the target audience concentration is 10 million / 20 million = 50%. If an advertiser sets a preset reach ratio of 40% in their first reach target for Beijing, then 10 million * 40% = 4 million. In other words, if this advertiser places an ad in Beijing, they hope to reach 4 million people.

[0033] S120. Obtain the reach curves corresponding to each media in each advertising region for the advertiser, and display the slope curves corresponding to each reach curve in the same coordinate graph for that advertising region; wherein, a reach curve represents the change in the number of exposures for an advertiser to reach the target audience in an advertising scenario through a media in an advertising region; the vertical axis of each point on the slope curve corresponding to a reach curve is the slope value of the corresponding point on the reach curve, and the horizontal axis is the media cost corresponding to the number of exposures at the corresponding point on the reach curve;

[0034] One of the reach curves is a graphical representation of how the number of impressions an advertiser makes affects the reach of their target audience in a specific region through a specific media platform. For example, a reach curve might show the change in the number of impressions purchased when advertiser A in Beijing makes an ad campaign through a video media platform.

[0035] Here, impressions can be abbreviated as PV, target audience can be abbreviated as TA, and unique visitors can be abbreviated as UV. For example, if an ad is seen by one person 10 times, the impression count is 10 and the reach count is 1. If this person meets the target audience's screening criteria, the target reach count is 1; otherwise, the target reach count is 0.

[0036] In real-world scenarios, advertisers purchase impressions for a specific media outlet in a particular region. For example, if an advertiser purchases 100 CPMs (Cost Per Mille) on a video media outlet in Beijing, where CPM equals 1,000 impressions, then after purchasing 100,000 PVs, the advertiser will reach 5,000 people in their target audience. In other words, 5,000 people in Beijing who meet the target audience criteria will view this ad.

[0037] Understandably, the more impressions you buy, the more target audience you can reach. However, there's an upper limit to how many target audiences you can reach, because the number of internet users in a city is fixed. Furthermore, the more impressions you buy, the larger your budget will be.

[0038] In real-world scenarios, it's necessary to pre-fit the reach curves for each advertiser across different regions and media. Specifically, these reach curves can be pre-fitted using the following steps:

[0039] S101. Obtain historical delivery data and extract exposure data for different advertisers from the historical delivery data; wherein, the exposure data for an advertiser is the target audience reached after the advertiser purchases a preset number of exposures in various delivery regions and media.

[0040] S102. Based on the exposure data of each advertiser, fit the reach curves for each advertiser for each delivery region and each media.

[0041] In other words, it involves acquiring a large amount of historical campaign data, such as advertising data from the past six months. This historical data includes exposure data from different advertisers across different regions and media. Exposure data refers to the reach to the target audience generated after advertisers purchase a certain number of impressions across various regions and media.

[0042] The reach curve can also be called a curve. The horizontal axis of the reach curve represents the number of exposures (PV), and the vertical axis represents the target audience (TA). See also... Figure 2 The reach of the target audience (TA) increases with the number of page views (PV), but the growth rate gradually decreases until the reach of the target audience becomes closer and closer to the target audience among the number of internet users.

[0043] Specifically, the curve formula can be used to fit the reach curves for different advertisers targeting different regions and media. For example, the curve formula is y = x / ((1 / a)*x + b), where a is the maximum range of y, b is the growth rate, and both a and b are constants.

[0044] Since the reach curves for different advertisers placing ads in different regions through different media platforms were pre-fitted, step S120 directly retrieves the reach curves corresponding to each media selected by the advertiser for each chosen region. For example, advertiser A selects media c, d, and e for region b. In this case, there are three reach curves for advertiser A in region b: one for media c, one for media d, and one for media e. Then, these three reach curves c1, d1, and e1 are converted into corresponding slope curves c2, d2, and e2. (See also...) Figure 3 As you can see, there are three slope curves corresponding to the three media. That is, each media corresponds to one reach curve and one slope curve.

[0045] In this curve, the x-axis represents the media cost, and the y-axis represents the slope of the corresponding point on the reach curve. Since the purchase price per exposure may differ across different media, the number of exposures purchased for the same media cost may vary across different media. The slope of the curve gradually decreases as the media cost increases.

[0046] Media costs refer to the fees required to purchase a certain number of impressions on a media platform. The more impressions purchased, the higher the media costs.

[0047] Understandably, in a slope curve, the media cost corresponding to the horizontal axis of a point corresponds to one exposure, and one exposure corresponds to one target audience on the trigger curve corresponding to the slope curve.

[0048] To facilitate the subsequent determination of the number of impressions to be purchased, the slope curves of an advertiser for a certain campaign area need to be represented on a coordinate graph. In other words, the origin, horizontal axis, and vertical axis of the coordinates of the slope curves of an advertiser for a certain campaign area are the same.

[0049] S130. Obtain the number of internet users in each advertising region and the target audience concentration in each advertising region, and calculate the first target audience for the advertiser in each advertising region based on the number of internet users in each advertising region, the target audience concentration, and the preset reach ratio; wherein, the target audience concentration in an advertising region is the ratio between the target audience in the advertising region and the number of internet users in the advertising region.

[0050] In one embodiment, S130 may specifically include:

[0051] Multiply the number of internet users in each delivery area by the target population concentration in that delivery area to obtain the first target population corresponding to that delivery area. Then multiply the first target population by the preset reach ratio to obtain the first reach target population corresponding to that delivery area.

[0052] Understandably, target audience concentration refers to the percentage of the target audience among all internet users in a given region. For example, if a city has 20 million internet users and the target audience concentration is 50%, then the target audience is 10 million, meaning the primary target audience is 10 million. If an advertiser sets a preset reach ratio of 40% for that city, then the advertiser's target audience for that city is 4 million, meaning the primary target audience is 4 million. These 4 million are the target audience the advertiser hopes to achieve when advertising in that city.

[0053] S140. Based on the slope curves corresponding to each delivery area, determine the media costs required for each media in that delivery area. Based on the media costs required for each media, determine the corresponding number of purchase impressions so that the sum of the number of purchase impressions for each media in the corresponding reach curve reaches the first reach target audience. Based on the number of purchase impressions for each media in that delivery area, generate the advertiser's advertising delivery plan for that delivery area.

[0054] In other words, based on the slope curves of the advertiser in a delivery region, the number of impressions the advertiser needs to purchase for each media in that region is determined. For example, S140 yields the purchase impressions as c3 for media c, d3 for media d, and e3 for media e. The target audience corresponding to purchase impressions c3 on the reach curve c1 is c4, the target audience corresponding to purchase impressions d3 on the reach curve d1 is d4, and the target audience corresponding to purchase impressions e3 on the reach curve e1 is e4. Thus, the sum of the target audiences reached is the sum of c4, d4, and e4, which reaches the first target audience. At this point, the combination of c3 purchased impressions for media c, d3 purchased impressions for media d, and e3 purchased impressions for media e forms the advertiser's advertising campaign plan for this target area. In other words, according to the advertising campaign plan, the advertiser can purchase c3 impressions through media c, d3 impressions through media d, and e3 impressions through media e in this target area.

[0055] Understandably, the above process can solve the problem of budget allocation for each advertiser when placing ads on various media in each advertising region, without the need for manual allocation, thus saving human resources and time costs and improving the efficiency of ad placement allocation.

[0056] In one embodiment, since there may be some overlap in the target audience reached by an advertiser across different media platforms in a given region, the sum of the aforementioned target audiences may be less than the first target audience, meaning the advertiser's campaign goals cannot be met. Therefore, it is evident that an advertising campaign plan determined without considering overlapping audiences may result in the sum of the actual target audiences reached being less than the first target audience. To address this situation, the method provided in this embodiment of the invention may further include:

[0057] Get the overlap rate of the reach between every two media outlets in each delivery area.

[0058] For example, if an advertiser selects media c, media d, and media e in a certain city, they need to obtain the overlap rate of the reach between media c and media d, the overlap rate of the reach between media d, and the overlap rate of the reach between media c and media e.

[0059] The overlap rate of the reach between each two media outlets was calculated in advance.

[0060] In one embodiment, the overlap rate of the reach between every two media outlets within a given delivery area can be predetermined using the following steps:

[0061] The sign-recapture method is used to calculate the number of people overlapping between each two media in historical advertising campaigns. The ratio between the calculated number of people overlapping between each two media is taken as the overlap rate of the reach between the two media.

[0062] In other words, the mark-recapture method is used to calculate the number of overlapping users between each pair of media in historical campaigns. The ratio between the calculated number of overlapping users and the actual number of overlapping users is then used as the reach overlap rate between the two media. For example, the mark-recapture method is used to calculate the number of overlapping users (Scd1) between media c and media d, and the ratio of Scd1 to the actual number of overlapping users (Scd2) is used as the reach overlap rate (Ncd) between media c and media d.

[0063] Among them, the target-focused targeting method can calculate the number of overlapping people between each two media based on the total target audience reached in the region in historical data and the target audience reached by each media.

[0064] Correspondingly, S140 determines the number of ad impressions to be purchased for each media outlet in each targeting region based on the slope curves corresponding to that region. This can specifically include:

[0065] In the coordinate graph of each slope curve corresponding to each placement area, a bisection method is used to find a straight line that satisfies the first condition. The media cost corresponding to the intersection of the straight line that satisfies the first condition with each slope curve in the coordinate graph is taken as the required media cost. The first condition is that the first difference between the sum of the target audience corresponding to the intersection of the straight line and each slope curve and the first overlapping number satisfies the second condition. The second condition is that the first difference and the second difference between the advertiser's first target audience for the placement area are within the error range. The first overlapping number is the number of overlapping target audiences between each media in the placement area, calculated based on the overlap rate between the target audiences of each two media in the placement area.

[0066] In other words, find a horizontal line on the coordinate graph of the slope curves for a given advertising area. Since it is a horizontal line, the slope values ​​corresponding to the intersection points of this horizontal line and each slope curve are equal.

[0067] Specifically, this horizontal line needs to satisfy the first condition, which means that the first difference between the sum of the target audience reached at each intersection point and the first overlapping number of people satisfies the second condition. Since the first overlapping number of people refers to the number of people whose target audience is overlapped across different media in the advertising area, the first difference is actually the sum of the target audience that the advertiser can actually reach after placing an ad in this advertising area.

[0068] The first difference satisfies the second condition. The second condition means that the first difference and the second difference between the advertiser and the first target audience in the advertising area are within the error range. In other words, the difference between the sum of the target audience that the advertiser can actually reach after advertising in this advertising area and the first target audience that the advertiser hopes to reach is very small. That is, the sum of the target audience that the advertiser can actually reach after advertising in this advertising area is very close to the first target audience that the advertiser hopes to reach.

[0069] Specifically, the bisection method involves finding the maximum and minimum slope values ​​in the coordinate graph. For example, Figure 3 The maximum and minimum slope values ​​(Max and Min) are calculated. The average of these two slope values ​​is used to draw the first horizontal line on the coordinate graph. This horizontal line intersects with the slope curves on the coordinate graph. For each intersection point, the horizontal coordinate represents the media cost corresponding to the number of impressions. The target audience corresponding to this intersection point is then identified on the corresponding slope curve. The sum of the target audiences at each intersection point is calculated. This sum is then subtracted from the first overlap to obtain the first difference. It is determined whether this first difference is near the advertiser's first target audience for that region. If so, the first horizontal line satisfies the first condition, and the media cost corresponding to the horizontal coordinates of each intersection point at this point is used as the number of impressions purchased.

[0070] However, if the first difference is less than the first target audience reached, and the second difference between the two is not within the error range, it means that the first horizontal line does not meet the first condition. Since the first difference is less than the first target audience reached, it is necessary to increase the number of exposures to increase the reach to the target audience. Therefore, a second horizontal line is drawn on the coordinate graph based on the slope value corresponding to the first horizontal line and the average of the minimum slope value mentioned above. The first condition is then determined to be met by checking whether the second horizontal line meets the first condition.

[0071] However, if the first difference is greater than the first target audience, and the second difference between the two is not within the error range, it means that the first horizontal line does not meet the first condition. Since the first difference is greater than the first target audience, it is necessary to reduce the number of exposures to reduce the target audience. Therefore, a second horizontal line is drawn on the coordinate graph based on the slope value corresponding to the first horizontal line and the average of the maximum slope value mentioned above. The first condition is then determined.

[0072] Therefore, if the first difference is less than the first target group reached, a new horizontal line is found below the current horizontal line. If the first difference is greater than the first target group reached, a new horizontal line is found above the current horizontal line.

[0073] The method described above for finding a horizontal line that meets the first condition is called the bisection method.

[0074] See Figure 3 Finally, the intersection of the horizontal line L1 that meets the first condition with the three slope curves is found to correspond to the three media costs f1, g1, and h1. The three exposures corresponding to the three media costs f1, g1, and h1 correspond to the three target audiences f2, g2, and h2 on the three corresponding reach curves. The difference between the sum of the three target audiences f2, g2, and h2 and the first overlapping number of the three media is close to the first target audience.

[0075] Specifically, each slope curve has a starting point and an ending point, that is, each reach curve has a starting point and an ending point. The ending point of each reach curve is determined by the historical scheduling data of the media corresponding to that reach curve. For example, if we obtain the maximum CPM level that an advertiser purchased for a certain target area in the historical scheduling data of that media in the past six months, we will use the maximum CPM level as the maximum value of the horizontal axis of the reach curve. In other words, the media cost corresponding to the maximum CPM level is used as the maximum value of the horizontal axis of the corresponding slope curve.

[0076] In the above process, the preset reach ratio in the first reach objective can be an N-times preset reach ratio, where N times means the number of times an advertisement is viewed by the same person. For example, 1 time reach is equivalent to a frequency of 1, meaning the advertisement is seen by the same person once. 1 time reach is equivalent to a frequency of 2, meaning the advertisement is seen by the same person twice. Therefore, the N-times preset reach ratio represents the percentage of people who achieve N times of reach within the target audience of the advertising campaign in that advertising region.

[0077] Correspondingly, the target audience on the aforementioned reach curve represents the target audience reached N times. In other words, the horizontal axis of the reach curve represents page views (PV), and the vertical axis represents the number of target viewers reached N times. The overlap rate of the aforementioned reach audience is the overlap rate of the N-times reach audience; that is, the overlap coefficient of the audience reached N times. The first-times reach audience is the target audience that the advertiser hopes to reach N times in a specific advertising region.

[0078] Where N is the frequency of contact, and N is a preset positive integer greater than or equal to 1.

[0079] Understandably, N remains the same throughout the entire solution. For example, if the preset reach ratio is 2 times, then N is 2 in all other steps or parameters. If the preset reach ratio is 3 times, then N is 3 in all other steps or parameters.

[0080] As can be seen, the method provided by the embodiments of the present invention can achieve the advertiser's reach target at any frequency on various media in a certain advertising area.

[0081] In one embodiment, the first overlapping number of people can be determined by the following steps:

[0082] S1. Calculate the N overlapping audiences between every two media outlets in a given delivery area based on the N overlap rate between the audiences reached by every two media outlets in that delivery area.

[0083] S2. Calculate the sum of N overlapping groups of people reached between every two media in the delivery area, and use the product of the sum of N overlapping groups of people reached with the first preset coefficient as the first overlapping number of people.

[0084] For example, with N set to 1 and the first preset coefficient being 0.9, for media c, d, and e, the overlap rate between the target audiences of media c and d is used to calculate the overlap rate between their respective audiences. Similarly, the overlap rate between media c and e is used to calculate the overlap rate between their respective audiences. Then, the overlap rates between media c and d, media c and e, and media d and e are summed to obtain the total overlap rate. This sum is then multiplied by the first preset coefficient of 0.9 to obtain the number of people who overlapped in the target audience of each of the three media outlets in their first reach, which is the aforementioned first overlap rate.

[0085] Among them, the N-times overlapped audience between two media outlets refers to the number of people whose target audience overlaps across N times reached by the two media outlets.

[0086] Furthermore, in S1, a first calculation formula can be specifically used to calculate the N overlapping audiences reached between the two media. The first calculation formula includes:

[0087]

[0088] In the formula, AB N For the N overlapping reach groups between media A and media B, A N For media A to reach the target audience N times, B N Let U be the number of internet users in the target audience reached by media B N times, and S be the number of internet users in the target area. AB S represents the overlap in the reach of the audience between media A and media B. N The second preset coefficient is 1 when N is 1. The larger N is, the smaller the second preset coefficient is.

[0089] The value of the second preset coefficient is related to N. For example, when N is 2, the second preset coefficient is 0.92, and when N is 3, the second preset coefficient is 0.86.

[0090] Since the calculation process for the N-times of overlapping audience between two media outlets takes into account the second preset coefficient, which is related to the frequency of reach N, the calculation process for the N-times of overlapping audience between two media outlets takes into account the impact of the frequency of reach N on the number of overlapping people. This is a very realistic scenario, making the N-times of overlapping audience between two media outlets more accurate.

[0091] As can be seen, the N overlapping audiences between the two media can be calculated first using the first formula. Then, based on the N overlapping audiences between the two media, the number of overlapping audiences between the N targets of each media can be calculated, which is the first overlapping audience.

[0092] Understandably, the above dichotomy method can find a horizontal line that satisfies the first condition. At this point, each media intersects the horizontal line, and the slope values ​​corresponding to each intersection point are equal. This makes the sum of the media costs of each media relatively small, thus reducing the cost of the advertising campaign while still achieving the advertiser's first-touch goal.

[0093] Understandably, the embodiments of this invention are based on multi-dimensional advertising data from the advertiser's historical campaigns to fit reach curves. The data sources are rich and reliable, with a fitting difference of approximately 5%. The method provided by these embodiments can find the optimal combination of various media in different campaign regions to form an advertising campaign plan, achieving a calculation speed at the minute level. It can also calculate the overlap rate of reach between every two media in the same campaign region using small batches of data, with an accuracy of up to 99%.

[0094] Understandably, with existing technology, it is difficult to quickly resolve the issue of allocating the number of purchased impressions to various media in different advertising regions through manual selection in an environment with numerous advertising regions and numerous media. Moreover, manual allocation may not necessarily achieve the advertiser's reach goals.

[0095] Based on this situation, this embodiment of the invention obtains at least one placement area selected by the advertiser, at least two selected media, and a first reach target set for each placement area. Then, based on the number of internet users, target audience concentration, and preset reach ratio in the first reach target for each placement area, the advertiser's first reach target audience for that placement area is calculated, thus obtaining the target audience the advertiser hopes to reach. Next, the reach curves corresponding to each of the media in each placement area are obtained, and the slope curves corresponding to each reach curve in that placement area are displayed on the same coordinate graph. Then, based on each slope curve in that placement area, the media cost required for each media in that placement area is determined, and the corresponding number of purchased exposures is determined according to the media cost required for each media. The sum of the number of purchased exposures for each media in the corresponding reach curve of the target audience can reach the first reach target audience, thus achieving the target audience the advertiser hopes to reach. In this process, since no manual selection is required, but the calculation is completed by the computing device, the problem of allocating the number of purchased exposures for each media in a placement area can be quickly solved, and the user reach target can be achieved.

[0096] Secondly, embodiments of the present invention provide an advertising placement plan determination device, see [link to device]. Figure 4 The device 100 includes:

[0097] The first acquisition module 110 is used to acquire at least one placement area selected by the advertiser, at least two media selected, and a first reach target set for each placement area; wherein, the first reach target corresponding to a placement area includes a preset reach ratio of the advertising campaign in the target audience of that placement area.

[0098] The second acquisition module 120 is used to acquire the reach curves corresponding to each media in each delivery area for the advertiser, and to display the slope curves corresponding to each reach curve in the same coordinate graph. A reach curve represents the change in the number of exposures for an advertiser reaching the target audience in a delivery area through a media. The vertical axis of each point on the slope curve corresponding to a reach curve is the slope value of that point on the reach curve, and the horizontal axis is the media cost corresponding to the number of exposures at that point on the reach curve.

[0099] The third acquisition module 130 is used to acquire the number of internet users in each advertising region and the target audience concentration in each advertising region, and to calculate the first target audience for the advertiser in the advertising region based on the number of internet users in each advertising region, the target audience concentration and the preset reach ratio; wherein, the target audience concentration in an advertising region is the ratio between the target audience in the advertising region and the number of internet users in the advertising region.

[0100] The plan generation module 140 is used to determine the media cost required for each media in each advertising region based on the slope curves corresponding to each advertising region, determine the corresponding number of purchased exposures based on the media cost required for each media, so that the sum of the number of purchased exposures for each media in the corresponding reach curve reaches the first reach target audience, and generate the advertiser's advertising campaign plan for the advertising region based on the number of purchased exposures for each media in the advertising region.

[0101] In one embodiment, the third acquisition module is further configured to: acquire the overlap rate of the reach audience between every two media in each delivery area; correspondingly, the plan generation module is specifically configured to: use a bisection method to find a straight line that satisfies a first condition in the coordinate graph where each slope curve corresponds to each delivery area, and use the media cost corresponding to the intersection point of the straight line that satisfies the first condition and each slope curve in the coordinate graph as the required media cost; wherein, the first condition is that the first difference between the sum of the reach target audience corresponding to the intersection point of the straight line and each slope curve and the first overlap number satisfies a second condition, the second condition is that the first difference and the second difference between the advertiser's first reach target audience for the delivery area are within the error range, and the first overlap number is the overlap number of reach target audiences between each media in the delivery area calculated based on the overlap rate of the reach audience between every two media in the delivery area.

[0102] In one embodiment, the third acquisition module calculates the first target audience for the advertiser in each delivery area based on the number of internet users, the target audience concentration, and the preset reach ratio in each delivery area. This includes multiplying the number of internet users in each delivery area by the target audience concentration in that delivery area to obtain the first target audience for that delivery area, and multiplying the first target audience by the preset reach ratio to obtain the first target audience for that delivery area.

[0103] In one embodiment, the preset reach ratio is N times preset reach ratio, the reach target population on the reach curve is N times reach target population, the reach population overlap rate is N times reach population overlap rate, the first reach target population is the first N times reach target population, N is the reach frequency, and N is a preset positive integer greater than or equal to 1.

[0104] Furthermore, it also includes:

[0105] The overlap determination module is used to determine the first overlapping number of people;

[0106] The overlap determination module includes:

[0107] The first calculation unit is used to calculate the N overlapping audiences between each two media in a delivery area based on the N overlap rate of the audiences reached between each two media in a delivery area.

[0108] The second calculation unit is used to calculate the sum of the N overlapping groups of people reached between every two media in the delivery area, and to take the product of the sum of the N overlapping groups of people reached with the first preset coefficient as the first overlapping number of people.

[0109] Furthermore, the first calculation unit is specifically used to: calculate the N overlapping audiences reached between the two media using a first calculation formula, wherein the first calculation formula includes:

[0110]

[0111] In the formula, AB N For the N overlapping reach groups between media A and media B, A N For media A to reach the target audience N times, B N Let U be the number of internet users in the target audience reached by media B N times, and S be the number of internet users in the target area. AB S represents the overlap in the reach of the audience between media A and media B. N The second preset coefficient is 1 when N is 1. The larger N is, the smaller the second preset coefficient is.

[0112] In one embodiment, the apparatus further includes:

[0113] The overlap rate calculation module is used to pre-determine the overlap rate of the reach of every two media outlets within a given delivery area.

[0114] Specifically, the overlap rate calculation module is used to: calculate the number of people overlapping between each two media in historical advertising campaigns using the sign-recapture method, and use the ratio between the calculated number of people overlapping between each two media and the actual number of people overlapping as the overlap rate of the reach between the two media.

[0115] In one embodiment, the apparatus further includes:

[0116] A curve determination module is used to pre-fit and obtain each of the aforementioned reach curves;

[0117] The curve determination module includes:

[0118] The first acquisition unit is used to acquire historical delivery data and extract exposure data of different advertisers from the historical delivery data; wherein, the exposure data of an advertiser is the target audience reached after the advertiser purchases a preset number of exposures in various delivery areas and media.

[0119] The first fitting unit is used to fit the reach curves of each advertiser for each delivery region and each media based on the exposure data of each advertiser.

[0120] Thirdly, one embodiment of this specification provides a computer-readable storage medium having a computer program stored thereon, which, when executed in a computer, causes the computer to perform the methods of any embodiment in the specification.

[0121] Fourthly, one embodiment of this specification provides a computing device including a memory and a processor, wherein the memory stores executable code, and when the processor executes the executable code, it implements the method of any embodiment of the specification.

[0122] It is understood that the structures illustrated in the embodiments of this specification do not constitute a specific limitation on the apparatus of the embodiments of this specification. In other embodiments of the specification, the above-described apparatus may include more or fewer components than illustrated, or combine some components, or split some components, or have different component arrangements. The illustrated components may be implemented in hardware, software, or a combination of software and hardware.

[0123] The information interaction and execution process between the modules in the above-mentioned device and system are based on the same concept as the method embodiments in this specification, and the specific details can be found in the descriptions in the method embodiments in this specification, so they will not be repeated here.

[0124] The various embodiments in this specification are described in a progressive manner. Similar or identical parts between embodiments can be referred to mutually. Each embodiment focuses on describing the differences from other embodiments. In particular, the apparatus embodiments are basically similar to the method embodiments, so the description is relatively simple; relevant parts can be referred to the descriptions of the method embodiments.

[0125] Those skilled in the art will recognize that, in one or more of the examples above, the functions described in this invention can be implemented using hardware, software, widgets, or any combination thereof. When implemented in software, these functions can be stored in a computer-readable medium or transmitted as one or more instructions or code on a computer-readable medium.

[0126] The specific embodiments described above further illustrate the purpose, technical solution, and beneficial effects of the present invention. It should be understood that the above description is only a specific embodiment of the present invention and is not intended to limit the scope of protection of the present invention. Any modifications, equivalent substitutions, improvements, etc., made on the basis of the technical solution of the present invention should be included within the scope of protection of the present invention.

Claims

1. A method for determining an advertising placement plan, characterized in that, include: The system obtains at least one advertising region selected by the advertiser, at least two media outlets selected, and the first reach objective set for each advertising region; wherein, the first reach objective for an advertising region includes the preset reach ratio of the advertising campaign among the target audience in that advertising region; The system obtains the reach curves for each media in each advertising region for the advertiser, and displays the slope curves corresponding to each reach curve in the same coordinate graph. Each reach curve represents the change in the number of exposures for an advertiser reaching the target audience in an advertising scenario using one media in one advertising region. The vertical axis of each point on the slope curve corresponding to a reach curve is the slope value of that point on the reach curve, and the horizontal axis is the media cost corresponding to the number of exposures at that point on the reach curve. The number of internet users and the target audience concentration in each advertising region are obtained. Based on the number of internet users, the target audience concentration, and the preset reach ratio in each advertising region, the first target audience for the advertiser in that advertising region is calculated. The target audience concentration in an advertising region is the ratio between the target audience in that advertising region and the number of internet users in that advertising region. Based on the slope curves corresponding to each advertising region, the media costs required for each media in that advertising region are determined. Based on the media costs required for each media, the number of times to purchase exposures is determined so that the sum of the number of times to purchase exposures for each media in the corresponding reach curve reaches the first reach target audience. Based on the number of times to purchase exposures for each media in that advertising region, the advertiser's advertising campaign plan for that advertising region is generated. The process of determining the media costs required for each media outlet in a given delivery area based on the slope curves corresponding to that delivery area includes: In the coordinate graph of each slope curve corresponding to each delivery area, a bisection method is used to find a straight line that satisfies the first condition. The media cost corresponding to each intersection point of the straight line that satisfies the first condition and each slope curve in the coordinate graph is taken as the required media cost. The first condition is that the first difference between the sum of the target audiences corresponding to the intersections of the horizontal line and each slope curve and the first overlapping number of people satisfies the second condition. The second condition is that the first difference and the second difference between the advertiser and the first target audience of the advertising area are within the error range. The first overlapping number of people is the overlapping number of target audiences of each media in the advertising area, calculated based on the overlap rate of the target audiences between each pair of media in the advertising area.

2. The method according to claim 1, characterized in that, The step of calculating the advertiser's first target audience for each advertising region based on the number of internet users, the concentration of the target audience, and the preset reach ratio includes: Multiply the number of internet users in each delivery area by the target population concentration in that delivery area to obtain the first target population corresponding to that delivery area. Then multiply the first target population by the preset reach ratio to obtain the first reach target population corresponding to that delivery area.

3. The method according to claim 1, characterized in that, The preset reach ratio is N times preset reach ratio, the reach target group on the reach curve is N times reach target group, the reach group overlap rate is N times reach group overlap rate, the first reach target group is the first N times reach target group, N is the reach frequency, and N is a preset positive integer greater than or equal to 1.

4. The method according to claim 3, characterized in that, The first overlapping number of people is determined through the following steps: Calculate the N overlapping audiences between every two media outlets in a given delivery area based on the N overlap rate between the audiences reached by every two media outlets in that delivery area. Calculate the sum of N overlapping reach groups between every two media outlets within the delivery area, and multiply the sum of the N overlapping reach groups by a first preset coefficient as the first overlapping number of people.

5. The method according to claim 4, characterized in that, The step of calculating the N-fold overlap of the reach between each pair of media in a given delivery area based on the N-fold overlap rate of the reach between each pair of media in that delivery area includes: calculating the N-fold overlap of the reach between two media using a first formula, wherein the first formula includes: In the formula, For the N overlapping reach groups between media A and media B. For the Nth time that media A reaches the target audience, Let N be the number of target audiences reached by media B, and U be the number of internet users in the target area. The overlap rate of the target audience between media A and media B. The second preset coefficient is 1 when N is 1. The larger N is, the smaller the second preset coefficient is.

6. The method according to claim 1, characterized in that, The overlap rate of the reach between any two media outlets within a given delivery area is determined in advance using the following steps: The sign-recapture method is used to calculate the number of people overlapping between each two media in historical advertising campaigns. The ratio between the calculated number of people overlapping between each two media is taken as the overlap rate of the reach between the two media.

7. The method according to claim 1, characterized in that, Each of the aforementioned reach curves is pre-fitted using the following steps: Acquire historical campaign data and extract exposure data for different advertisers from the historical campaign data; wherein, the exposure data for an advertiser is the target audience reached after the advertiser purchases a preset number of exposures in various campaign regions and media. Based on the exposure data of each advertiser, we fit the reach curves for each advertiser in each delivery region and for each media.

8. An advertising placement plan determination device, characterized in that, include: The first acquisition module is used to acquire at least one placement area selected by the advertiser, at least two media selected, and a first reach target set for each placement area; wherein, the first reach target corresponding to a placement area includes the preset reach ratio of the advertising campaign in the target audience of that placement area; The second acquisition module is used to acquire the reach curves corresponding to each media in each advertising region for the advertiser, and to display the slope curves corresponding to each reach curve in the same coordinate graph. A reach curve represents the change in the number of exposures for an advertiser reaching the target audience in an advertising scenario using one media in an advertising region. The vertical axis of each point on the slope curve corresponding to a reach curve is the slope value of that point on the reach curve, and the horizontal axis is the media cost corresponding to the number of exposures at that point on the reach curve. The third acquisition module is used to acquire the number of internet users in each advertising region and the target audience concentration in each advertising region, and to calculate the first target audience for the advertiser in each advertising region based on the number of internet users in each advertising region, the target audience concentration, and the preset reach ratio; wherein, the target audience concentration in an advertising region is the ratio between the target audience in the advertising region and the number of internet users in the advertising region. The plan generation module is used to determine the media cost required for each media in each advertising region based on the slope curves corresponding to each advertising region, determine the corresponding number of purchased impressions based on the media cost required for each media, so that the sum of the number of purchased impressions for each media in the corresponding reach curve reaches the first reach target audience, and generate the advertiser's advertising campaign plan for the advertising region based on the number of purchased impressions for each media in the advertising region. The plan generation module is specifically used to include: finding a straight line that satisfies a first condition in the coordinate graph of each slope curve corresponding to each placement area using a bisection method; and taking the media cost corresponding to the intersection of the straight line that satisfies the first condition with each slope curve in the coordinate graph as the required media cost; wherein, the first condition is that the first difference between the sum of the target audience corresponding to the intersection of the straight line and each slope curve and the first overlapping number satisfies a second condition, the second condition is that the first difference and the second difference between the advertiser and the first target audience for the placement area are within the error range, and the first overlapping number is the overlapping number of the target audience of each media in the placement area calculated based on the overlap rate of the target audience between each two media in the placement area.

9. A computing device, characterized in that, The method includes a memory and a processor, wherein the memory stores executable code, and the processor executes the executable code to implement the method described in any one of claims 1 to 7.

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