Display object delay conversion information determination method and device, electronic equipment and storage medium

Abstract

The present disclosure provides a method and device for determining delay conversion information of a display object, electronic equipment and storage medium. The method comprises: obtaining exposure and conversion of the display object in each conversion day; determining conversion description information corresponding to the conversion day according to the exposure and conversion; determining conversion distribution information according to the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion of the corresponding conversion day and the total conversion; and determining the delay conversion information of the display object according to the conversion distribution information, wherein the delay conversion information represents information related to the situation that the display object is not converted within the planned display days. Through the present disclosure, the delay conversion information of the display object can be determined to estimate the conversion situation when the display object cannot be converted within the planned display days, effectively improve the accuracy of conversion prediction of the display object, and obtain more complete conversion data.

Description

TECHNICAL FIELD

[0001] The present disclosure relates to the technical field of computer technology, and particularly relates to a method and device for determining delay conversion information of a display object, electronic equipment and storage medium. BACKGROUND

[0002] Currently, in a coupon delivery scenario or an advertisement exposure scenario, the delivery conversion rate or the exposure conversion rate of multiple plan units needs to be calculated to measure the conversion effect of each plan unit.

[0003] In the related art, the most commonly used calculation method is to calculate the ratio of the conversion quantity to the exposure quantity as the average conversion rate of the plan unit by counting the exposure quantity of multiple days and the conversion quantity up to the counting day.

[0004] In this way, since the entire conversion of the coupon or the advertisement has a delay phenomenon, the change of the remaining days cannot be observed on the counting day, so the final conversion rate cannot be fully reflected, resulting in that the observed conversion rate is lower than the final conversion rate, and the final delivery effect of the plan unit is affected. SUMMARY

[0005] The present disclosure aims to at least solve one of the technical problems in the related art to some extent.

[0006] To this end, the purpose of the present disclosure is to provide a method and device for determining delay conversion information of a display object, electronic equipment, storage medium and computer program product, which can determine the delay conversion information of the display object, estimate the conversion condition when the display object is not converted within the planned display days, effectively improve the accuracy of conversion prediction of the display object, and obtain more complete conversion data.

[0007] The method for determining delay conversion information of a display object provided by the first aspect of the present disclosure comprises: obtaining the exposure quantity and the conversion quantity of the display object in each conversion day; determining conversion description information corresponding to the conversion day according to the exposure quantity and the conversion quantity, wherein the conversion description information represents the conversion probability condition of the display object in the corresponding conversion day; determining conversion distribution information according to the conversion description information, wherein the conversion distribution information represents the relative distribution condition between the conversion quantity and the total conversion quantity of the corresponding conversion day; and determining the delay conversion information of the display object according to the conversion distribution information, wherein the delay conversion information represents information related to the condition that the display object is not converted within the planned display days.

[0008] The method for determining delayed conversion information of a display object according to the first aspect of this disclosure obtains the exposure and conversion volume of the display object on each conversion day, determines the conversion description information corresponding to the conversion day based on the exposure and conversion volume, wherein the conversion description information represents the conversion probability of the display object on the corresponding conversion day, determines the conversion distribution information based on the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion volume on the corresponding conversion day and the total conversion volume, and determines the delayed conversion information of the display object based on the conversion distribution information, wherein the delayed conversion information represents information related to the situation where the display object is not converted within the planned display days. This method can determine the delayed conversion information of the display object to reflect the conversion situation when the display object is not converted within the planned display days, which cannot be observed, effectively improving the accuracy of conversion prediction for the display object and obtaining more complete conversion data.

[0009] The device for determining delayed conversion information of a display object according to the second aspect of this disclosure includes: an acquisition module for acquiring the exposure and conversion volume of the display object on each conversion day; a first determination module for determining conversion description information corresponding to the conversion day based on the exposure and conversion volume, wherein the conversion description information represents the conversion probability of the display object on the corresponding conversion day; a second determination module for determining conversion distribution information based on the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion volume on the corresponding conversion day and the total conversion volume; and a third determination module for determining delayed conversion information of the display object based on the conversion distribution information, wherein the delayed conversion information represents information related to the situation where the display object has not been converted within the planned display days.

[0010] The device for determining delayed conversion information of a display object according to the second aspect of this disclosure obtains the exposure and conversion volume of the display object on each conversion day, determines conversion description information corresponding to the conversion day based on the exposure and conversion volume, wherein the conversion description information represents the conversion probability of the display object on the corresponding conversion day, determines conversion distribution information based on the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion volume on the corresponding conversion day and the total conversion volume, and determines delayed conversion information of the display object based on the conversion distribution information, wherein the delayed conversion information represents information related to the situation where the display object is not converted within the planned display days. It can determine the delayed conversion information of the display object to reflect the conversion situation when the display object is not converted within the planned display days, which cannot be observed, effectively improving the accuracy of conversion prediction for the display object and obtaining more complete conversion data.

[0011] The electronic device provided by the third aspect of the present disclosure includes a memory, a processor, and a computer program stored in the memory and executable on the processor. When the processor executes the program, the method for determining the delay conversion information of a display object according to the first aspect of the present disclosure is implemented.

[0012] The fourth aspect of the present disclosure provides a non-transitory computer-readable storage medium having a computer program stored thereon. When the program is executed by a processor, the method for determining the delay conversion information of a display object according to the first aspect of the present disclosure is implemented.

[0013] The fifth aspect of the present disclosure provides a computer program product. When the instructions in the computer program product are executed by a processor, the method for determining the delay conversion information of a display object according to the first aspect of the present disclosure is executed.

[0014] The additional aspects and advantages of the present disclosure will be partially given in the following description, partially become obvious from the following description, or be understood through the practice of the present disclosure. BRIEF DESCRIPTION OF DRAWINGS

[0015] The above-mentioned and / or additional aspects and advantages of the present disclosure will become apparent and easily understood from the following description of the embodiments, taken in conjunction with the accompanying drawings, in which:

[0016] Figure 1 FIG. 1 is a flowchart of a method for determining delay conversion information of a display object according to an embodiment of the present disclosure;

[0017] Figure 2 FIG. 2 is a flowchart of an update calculation of a delay conversion rate according to an embodiment of the present disclosure;

[0018] Figure 3 FIG. 3 is a flowchart of a method for determining delay conversion information of a display object according to another embodiment of the present disclosure;

[0019] Figure 4 FIG. 4 is a flowchart of a method for determining delay conversion information of a display object according to another embodiment of the present disclosure;

[0020] Figure 5 FIG. 5 is a flowchart of a method for determining delay conversion information of a display object according to another embodiment of the present disclosure;

[0021] Figure 6 FIG. 6 is a diagram showing the change of a probability mass function and a cumulative distribution function according to an embodiment of the present disclosure;

[0022] Figure 7 FIG. 7 is a comparison diagram of conversion rates according to an embodiment of the present disclosure;

[0023] Figure 8This is a schematic diagram of the structure of a device for determining delayed conversion information of a display object according to an embodiment of this disclosure;

[0024] Figure 9 This is a schematic diagram of the structure of a device for determining the delayed conversion information of a display object according to another embodiment of this disclosure;

[0025] Figure 10 A block diagram of an exemplary electronic device suitable for implementing embodiments of the present disclosure is shown. Detailed Implementation

[0026] Embodiments of this disclosure are described in detail below, examples of which are illustrated in the accompanying drawings, wherein the same or similar reference numerals denote the same or similar elements or elements having the same or similar functions throughout. The embodiments described below with reference to the accompanying drawings are exemplary and are used only to explain this disclosure, and should not be construed as limiting this disclosure. Rather, embodiments of this disclosure include all variations, modifications, and equivalents falling within the spirit and scope of the appended claims.

[0027] Figure 1 This is a flowchart illustrating a method for determining delayed conversion information of a display object according to an embodiment of this disclosure.

[0028] It should be noted that the execution subject of the method for determining the delayed conversion information of the display object in this embodiment is the device for determining the delayed conversion information of the display object. This device can be implemented by software and / or hardware, and can be configured in an electronic device, which may include, but is not limited to, a terminal, a server, etc.

[0029] like Figure 1 As shown, the method for determining the delayed conversion information of the displayed object includes:

[0030] S101: Get the exposure and conversion of the displayed object on each conversion day.

[0031] The display target refers to the object to be exposed and displayed in the planning unit of the e-commerce platform. This planning unit can be, for example, an advertising exposure plan or a coupon distribution plan.

[0032] For example, when the scenario is an ad exposure scenario, the display object can be the ad to be exposed; when the scenario is a coupon distribution scenario, the display object can be the coupon to be distributed; or it can be the display object in any other usage scenario without restriction.

[0033] Impressions refer to the number of times an object is displayed on each conversion day. This number of impressions can be, for example, the number of coupons distributed on each conversion day, or the number of times an ad is displayed on each conversion day, and there are no restrictions on this.

[0034] The conversion amount refers to the number of conversion objects that are converted after the display objects are displayed with a certain exposure amount. For example, the conversion amount can be the number of orders placed through an advertisement after the advertisement is exposed, or in the coupon use scenario, the conversion amount can be the number of orders placed using a coupon.

[0035] In the embodiments of the present disclosure, one display object is displayed according to the exposure amount of each conversion day, and the corresponding exposure amount of the day will generate corresponding exposure amount on the display day and subsequent days. The exposure amount and conversion amount of the display object in each conversion day can be obtained by recording the exposure amount of each conversion day and the conversion amount generated by the exposure amount of each conversion day.

[0036] For example, the exposure amount and conversion amount of the display object in each conversion day can be stored in the form of a table matrix, as shown in Table 1 below:

[0037] Table 1

[0038] Date Exposure Conversion 1 Conversion 2 Conversion 3 … Date 1 m1 n 11 ]]> n 12 ]]> n 13 ]]> … Date 2 m2 n 22 ]]> n 23 ]]> … Date 3 m3 n 33 ]]> … … … …

[0039] The exposure amount of the display object on the first day of date 1 is m1, the conversion i represents the conversion amount on date i, the conversion of date 1 on date 1 is n 11 The conversion of date 1 on date 2 is n 12 The conversion of date 1 on date 3 is n 13 The exposure amount of the display object on the second day of date 2 is m2, the conversion of date 2 on date 2 is n 22 The conversion of date 2 on date 3 is n 23 And so on, the exposure amount data m1, m2, m3, etc. Form a separate column, and the conversion amount data form an upper right triangular matrix. The diagonal line represents the conversion amount data of the conversion of the day on the day of the day, and the sub-diagonal line represents the conversion amount data of the conversion of the day on the next day.

[0040] S102: According to the exposure amount and the conversion amount, determine the conversion description information corresponding to the conversion day, wherein the conversion description information represents the conversion probability of the display object in the corresponding conversion day.

[0041] The conversion description information represents the conversion probability of the display object in the corresponding conversion day, that is, the conversion description information represents the probability of the conversion population being converted on different conversion days. The conversion description information can be, for example, a probability mass distribution function of the corresponding conversion day.

[0042] After the exposure amount and the conversion amount of the display object in each conversion day are obtained, the display object conversion description information corresponding to the conversion day is determined according to the exposure amount and the conversion amount.

[0043] In the embodiment of the present disclosure, when the display object conversion description information corresponding to the conversion day is determined according to the exposure amount and the conversion amount, the probability mass function (PMF) of the conversion population in different conversion days, PMF(1), PMF(2), PMF(3)..., PMF(K), can be estimated according to the obtained exposure amount data and conversion amount data, and the following formula is satisfied: wherein K represents the maximum display days of the display object, which can be the maximum available days of a coupon or the maximum follow-up days of an advertisement, and the probability mass function corresponding to each conversion day is taken as the display object conversion description information corresponding to the conversion day.

[0044] S103: The conversion distribution information is determined according to the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion amount of the corresponding conversion day and the total conversion amount.

[0045] The conversion distribution information represents the relative distribution between the conversion amount of the corresponding conversion day and the total conversion amount, and the conversion distribution information can be the cumulative distribution function of the display object conversion.

[0046] After the display object conversion description information corresponding to the conversion day is determined according to the exposure amount and the conversion amount, the conversion distribution information is determined according to the conversion description information.

[0047] In the embodiment of the present disclosure, when the conversion distribution information is determined according to the conversion description information, the cumulative distribution function (CDF) of the conversion, CDF(1), CDF(2), CDF(3)..., CDF(K), can be calculated according to the probability mass function PMF of each conversion day in the conversion description information, and the cumulative value of the probability mass function PMF of each conversion day can be determined as the cumulative distribution function CDF, that is,

[0048] S104: The display object delay conversion information is determined according to the conversion distribution information, wherein the delay conversion information represents information related to the situation that the display object is not converted within the planned display days.

[0049] The delay conversion information represents information related to the situation that the display object is not converted within the planned display days, and the delay conversion information can be, for example, the delay conversion rate of the remaining unconverted days estimated when the display object is not converted within the planned display days.

[0050] In this embodiment of the disclosure, when determining the delayed conversion information of the displayed object based on the conversion distribution information, the observed conversion rate up to the current observation day can be calculated based on the exposure and conversion data of each conversion day. That is, the ratio of the total conversion to the total exposure of each conversion day up to the current observation day is calculated as the observed conversion rate. Then, based on the observed conversion rate and the cumulative distribution function (CDF) in the conversion distribution information, the complete delayed conversion rate can be estimated. The conversion ratio of the conversion volume of each conversion day to the total conversion volume can be determined based on the CDF. Based on the observed conversion rate and the conversion ratio, the complete delayed conversion rate can be estimated as the conversion distribution information.

[0051] Optionally, in some embodiments, when determining the delayed conversion information of the displayed object based on the conversion distribution information, the average conversion rate of the displayed object can be determined. The delayed conversion information of the displayed object can be determined based on the average conversion rate and the conversion distribution information. Thus, the delayed conversion rate of the displayed object can be determined as delayed conversion information by combining the average conversion rate and the conversion distribution information. Since the average conversion rate is calculated based on existing data, while the actual delayed conversion rate includes conversions on unobserved dates, the delayed conversion rate is higher than the observed conversion rate. This makes the estimated delayed conversion rate close to the actual delayed conversion rate, thereby more accurately describing the conversion effect of the displayed object within the planned display days.

[0052] In this embodiment of the disclosure, when determining the delayed conversion information of the displayed object based on the conversion distribution information, the average conversion rate of the displayed object within multiple conversion days up to the current time can be determined based on the exposure and conversion volume of each conversion day. Then, based on the conversion ratio of the conversion volume of each conversion day to the total conversion volume and the average conversion rate in the conversion distribution information, the delayed conversion rate of the displayed object can be determined. The weighted sum of the conversion ratios can be used to measure the ratio of the average conversion rate to the delayed conversion rate to calculate the final delayed conversion rate, which is then used as the delayed conversion information of the displayed object.

[0053] For example, such as Figure 2 As shown, Figure 2 This is a flowchart illustrating the delayed conversion rate update calculation in this embodiment. On the first day of exposure or campaign deployment of the displayed object, the first-day exposure data and first-day conversion data of the plan can be obtained. Then, based on the first-day exposure data and first-day conversion data, the probability quality function (PMF) of conversion is estimated as conversion description information. Then, based on the probability quality function (PMF), the cumulative distribution function (CDF) of conversion is calculated as conversion distribution information. Finally, the observed conversion rate (CVR) up to the current date t is calculated. observed(t), the final delayed conversion rate (CVR) is estimated based on the observed conversion rate and the cumulative distribution function (CDF). delayed As the number of days t increases, new exposure and conversion data will be continuously added. With the updates of exposure and conversion data on the second day and subsequent days, the exposure data column and the upper triangular matrix of conversion can be continuously supplemented. Then, the updated data is used to re-enter the process of determining delayed conversion information. First, the probability quality function (PMF) of the updated conversion is estimated, then the cumulative distribution function (CDF) is updated, and finally the observed conversion rate (CVR) is updated. observed (t), the last updated estimated delayed conversion rate (CVR) delayed (t), representing the delayed conversion information of the displayed object, is the latest estimated delayed conversion rate (CVR) provided by the system daily. delayed (t), the delayed conversion rate can be used to sort and compare the conversion status of different campaign units or display objects, so as to realize reasonable dynamic traffic allocation for multiple campaign units or display objects based on the conversion status.

[0054] In this embodiment, by acquiring the exposure and conversion volume of the displayed object on each conversion day, conversion description information corresponding to the conversion day is determined based on the exposure and conversion volume. The conversion description information represents the conversion probability of the displayed object on the corresponding conversion day. Based on the conversion description information, conversion distribution information is determined, which represents the relative distribution between the conversion volume on the corresponding conversion day and the total conversion volume. Based on the conversion distribution information, delayed conversion information of the displayed object is determined, which represents information related to situations where the displayed object was not converted within the planned display days. By determining the delayed conversion information of the displayed object, the conversion situation when the displayed object was not converted within the planned display days can be estimated, effectively improving the accuracy of conversion prediction for the displayed object and obtaining more complete conversion data.

[0055] Figure 3 This is a flowchart illustrating a method for determining delayed conversion information of a display object according to another embodiment of this disclosure.

[0056] like Figure 3 As shown, the method for determining the delayed conversion information of the displayed object includes:

[0057] S301: Get the exposure and conversion of the displayed object on each conversion day.

[0058] For a detailed description of S301, please refer to the above embodiments, which will not be repeated here.

[0059] S302: Obtain preset conversion information of the conversion day, wherein the preset conversion information is information related to a conversion condition of the preset conversion quantity of the exposure quantity of the conversion day within the planned display days.

[0060] The preset conversion information is information related to a conversion condition of the preset conversion quantity of the exposure quantity of the conversion day within the planned display days. The preset conversion information can be a preset conversion rate of the preset conversion quantity of the exposure quantity of the conversion day within the planned display days.

[0061] In the embodiments of the present disclosure, when obtaining the preset conversion information of the conversion day, an average performance estimation can be performed on the conversion rates of the first day, the second day, and the Kth day after exposure according to historical recent planned exposure quantity data and conversion quantity data. In general, the conversion rate gradually decreases with the increase of the date. The preset conversion rates are set as CVR0(1), CVR0(2), CVR0(3), …, and CVR0(K) in sequence to obtain the preset conversion rate of the preset conversion quantity of the exposure quantity of the conversion day within the planned display days. The preset conversion rate is taken as the preset conversion information of the conversion day.

[0062] S303: Determine the actual conversion information of the conversion day according to the preset conversion information, wherein the actual conversion information is information related to an actual conversion condition of the display object on the conversion day.

[0063] The actual conversion information is information related to an actual conversion condition of the display object on the conversion day. The actual conversion information can be an actual conversion rate corresponding to the conversion day.

[0064] After obtaining the preset conversion information of the conversion day, the embodiments of the present disclosure can determine the actual conversion information of the conversion day according to the preset conversion information.

[0065] In the embodiments of the present disclosure, when determining the actual conversion information of the conversion day according to the preset conversion information, it can be judged whether the conversion day for which the actual conversion information is to be determined is a converted date. If the current conversion day is a converted date, the actual conversion information of the conversion day is determined according to the preset conversion information, the exposure quantity, and the conversion quantity. If the current conversion day is not a converted date, the actual conversion information of the conversion day can be kept the same as the preset conversion information, so as to determine the actual conversion information of the conversion day according to the preset conversion information.

[0066] Optionally, in some embodiments, when determining the actual conversion information of a conversion day based on preset conversion information, if the number of conversion days corresponding to the conversion day is less than or equal to the target number of conversion days, the actual conversion information of the conversion day is determined based on the preset conversion information, exposure, and conversion. If the number of conversion days corresponding to the conversion day is greater than the target number of conversion days, the preset conversion information is directly used as the actual conversion information of the conversion day. This allows for the estimation of actual conversion information for different conversion days, enabling the determination of actual conversion information for converted days and the estimation of actual conversion for unconverted days within the display period. Since the actual conversion information can be used to determine the conversion description information corresponding to the conversion day, the comprehensiveness of the conversion description information calculation and the comprehensiveness of the update can be guaranteed.

[0067] The target conversion days refer to the number of days that have been converted. If the conversion day is less than or equal to the target conversion days, it indicates that the conversion day has been converted. If the conversion day is greater than the target conversion days, it indicates that the conversion day has not been converted.

[0068] In this embodiment of the disclosure, after the current display object is displayed for t≥1 days, the upper triangular matrix data formed by the exposure data and conversion data of day t can be accumulated. This matrix data can be used to update and estimate the probability quality function, and the updated probability quality function is used as the actual conversion information for the conversion day. When the conversion rate (CVR) on the k-th day after the estimated exposure is calculated... t When (k), the conversion amount for day k only exists after exposure from day 1 to day t-k+1. For other days, the conversion days are less than k. Therefore, the total exposure amount up to the calculation of day k is... The total conversion rate of users exposed on different dates i on the k-th day after exposure is If the number of conversion days corresponding to the conversion date is less than or equal to the target number of conversion days, it indicates that the conversion date is a converted date. The actual conversion information of the conversion date is determined based on the preset conversion information, exposure, and conversion volume. If the number of conversion days corresponding to the conversion date is greater than the target number of conversion days, it indicates that the conversion date is a non-converted date. The preset conversion information is directly used as the actual conversion information of the conversion date.

[0069] In this embodiment, when the number of conversion days corresponding to conversion day k is greater than the target number of conversion days (i.e., t+1≤k≤K), the conversion days are all less than k days, and there is no conversion data for day k. Therefore, the actual conversion rate of conversion day k is kept equal to the preset conversion rate of conversion day k, i.e., CVR. t (k) = CVR0(k), taking the actual conversion rate of conversion day k as the actual conversion information corresponding to conversion day k. When the number of conversion days corresponding to the conversion day is less than or equal to the target number of conversion days, i.e., 1≤k≤t, the actual conversion information of conversion day k can be determined based on the preset conversion information, exposure volume, and conversion volume, and the actual conversion rate calculation formula is introduced. wherein m0 is a constant parameter, which can play a role of cold start and data smoothing, and the preset conversion rate CVR0(k) of the conversion day k, the exposure data and the conversion data calculate the actual conversion rate of the conversion day k, and take the actual conversion rate of the conversion day k as the actual conversion information of the conversion day k.

[0070] S304: determine the conversion description information corresponding to the conversion day according to the preset conversion information and the actual conversion information.

[0071] After the preset conversion information of the conversion day is obtained and the actual conversion information of the conversion day is determined according to the preset conversion information in the embodiment of the present disclosure, the conversion description information corresponding to the conversion day can be determined according to the preset conversion information and the actual conversion information.

[0072] In the embodiment of the present disclosure, when the conversion description information corresponding to the conversion day is determined according to the preset conversion information and the actual conversion information, the probability mass function as the conversion description information corresponding to the conversion day can be determined according to the preset conversion rate and the actual conversion rate of the conversion day.

[0073] S305: determine the conversion distribution information according to the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion amount of the corresponding conversion day and the total conversion amount.

[0074] wherein the conversion distribution information includes the conversion proportion of the conversion amount of the conversion day in the total conversion amount.

[0075] In the embodiment of the present disclosure, the conversion distribution information represents the relative distribution between the conversion amount of the corresponding conversion day and the total conversion amount, and the conversion distribution information can include the conversion proportion of the conversion amount of the conversion day in the total conversion amount, which can be determined by the cumulative distribution function CDF.

[0076] S306: determine the average conversion rate of the display object.

[0077] wherein the average conversion rate refers to the observation conversion rate of the display object up to the current observation day, which can be calculated by the ratio of the total conversion amount of all conversion days up to the current observation day to the total exposure amount.

[0078] In the embodiment of the present disclosure, when the average conversion rate of the display object is determined, the observation conversion rate of the display object up to the current observation day can be determined as the average conversion rate of the display object, the total conversion amount of all conversion days up to the current observation day can be determined, the total exposure amount of all conversion days up to the current observation day can be determined, and the ratio of the total conversion amount to the total exposure amount can be determined as the average conversion rate of the display object.

[0079] S307: Determine the delay conversion information of the display object according to the conversion ratio, the exposure amount, and the average conversion rate.

[0080] After determining the average conversion rate of the display object, the disclosure embodiment can determine the delay conversion information of the display object according to the conversion ratio, the total exposure amount, and the average conversion rate.

[0081] In the disclosure embodiment, when determining the delay conversion information of the display object according to the conversion ratio, the total exposure amount, and the average conversion rate, the conversion ratio of the conversion amount of the conversion day to the total conversion amount can be determined according to the cumulative distribution function CDF, the complete delay conversion rate can be estimated according to the average conversion rate and the conversion ratio, the obtained delay conversion rate can be taken as the delay conversion information of the display object, the ratio of the average conversion rate to the delay conversion rate can be measured by the weighted sum of the converted ratio, and the complete delay conversion rate of the display object can be estimated according to the ratio and the average conversion rate, and the delay conversion rate can be taken as the delay conversion information of the display object.

[0082] For example, when estimating the complete delay conversion rate CVR delayed (t) according to the average conversion rate and the cumulative distribution function CDF, for the date i, the exposure amount m i, the converted day number is t-i+1 days until the date t≥i, the conversion ratio of the cumulative conversion amount to the maximum conversion K days is CDF(t-i+1), multiple conversion days will form multiple exposure data, the exposure is m 1, m 2, …, m t in turn, the converted day number is t, t-1, …, 1 in turn, the final conversion is taken as unit 1, that is, CDF(K)=1, the converted ratio of the conversion day t is CDF(t), …, CDF(t-1), CDF(1) in turn, the ratio of the average conversion rate to the delay conversion rate can be measured by the weighted sum of the converted ratio , and the ratio value is simplified The complete delay conversion rate of the display object can be estimated according to the ratio value and the average conversion rate, and the delay conversion rate can be taken as the delay conversion information of the display object.

[0083] Optionally, in some embodiments, when determining the delay conversion information of the display object according to the conversion ratio, the exposure amount, and the average conversion rate, the weight information of the conversion ratio can be determined according to the exposure amount, the total exposure amount of the display object can be determined, and the delay conversion information of the display object can be determined according to the total exposure amount, the weight information, and the average conversion rate.

[0084] In the embodiments of the present disclosure, when the delay conversion information of the display object is determined according to the conversion rate, the exposure amount and the average conversion rate, the product value of the exposure amount and the conversion rate can be determined as the weight information of the conversion rate, the cumulative sum of the exposure amount of all conversion days up to the current observation date is determined as the total exposure amount of the display object, and then the delay conversion information of the display object is determined according to the total exposure amount, the weight information and the average conversion rate. The ratio of the product value of the total exposure amount and the weight information can be determined, and then the product value of the average conversion rate and the ratio is determined as the delay conversion rate of the display object, and the delay conversion rate is taken as the delay conversion information of the display object.

[0085] In the embodiments, the exposure amount and the conversion amount of the display object in each conversion day are obtained, the conversion description information corresponding to the conversion day is determined according to the exposure amount and the conversion amount, the conversion description information represents the conversion probability of the display object in the corresponding conversion day, the conversion distribution information is determined according to the conversion description information, the conversion distribution information represents the relative distribution between the conversion amount and the total conversion amount of the corresponding conversion day, and the delay conversion information of the display object is determined according to the conversion distribution information. The delay conversion information of the display object can be determined to reflect the estimation of the conversion condition of the display object that cannot be observed within the planned display days, effectively improve the accuracy of the conversion prediction of the display object, obtain more complete conversion data, determine the actual conversion information of the conversion day according to the preset conversion information, the exposure amount and the conversion amount, and if the conversion days corresponding to the conversion day are greater than the target conversion days, the preset conversion information is directly taken as the actual conversion information of the conversion day. Therefore, the estimation of the actual conversion information can be performed for different conversion days, the actual conversion information of the converted day is determined, and the estimation of the actual conversion of the unconverted day within the display days is calculated. Since the actual conversion information can be used to determine the conversion description information corresponding to the conversion day, the comprehensiveness of the calculation and the comprehensiveness of the update of the conversion description information can be ensured.

[0086] Figure 4 FIG. 1 is a flowchart of a method for determining delay conversion information of a display object according to another embodiment of the present disclosure.

[0087] As shown in Figure 4 , the method for determining delay conversion information of a display object comprises the following steps.

[0088] S401: Obtain the exposure amount and the conversion amount of the display object in each conversion day.

[0089] The description of S401 can be specifically referred to the above embodiments, which will not be repeated here.

[0090] S402: Obtain preset conversion information of the conversion day, wherein the preset conversion information comprises a preset conversion rate corresponding to the conversion day.

[0091] The preset conversion information comprises a preset conversion rate corresponding to the conversion day, and the preset conversion rate is a preset conversion rate set according to the exposure amount of the conversion day within the planned display days.

[0092] In the embodiments of the present disclosure, when the preset conversion information of the conversion day is obtained, the conversion rates of the first day, the second day, and the Kth day after exposure can be estimated according to the historical recent planned exposure amount data and conversion amount data. In general, the conversion rate gradually decreases with the increase of the date. The preset conversion rates are set as CVR0(1), CVR0(2), CVR0(3),..., and CVR0(K) in sequence, so as to obtain the preset conversion rate set according to the exposure amount of the conversion day within the planned display days. The preset conversion rate is taken as the preset conversion information of the conversion day.

[0093] S403: If the conversion days corresponding to the conversion day are less than or equal to the target conversion days, obtain a preset exposure amount, and determine the preset conversion amount corresponding to the conversion day according to the preset exposure amount.

[0094] The preset exposure amount refers to a preset exposure constant parameter, which can be used for cold start and data smoothing.

[0095] In the embodiments of the present disclosure, when the actual conversion information of the conversion day is determined, if the conversion days corresponding to the conversion day are less than or equal to the target conversion days, the preset exposure amount m0 is obtained, and the preset conversion amount corresponding to the conversion day is determined according to the preset exposure amount. The product value m0*CVR0(k) of the preset exposure amount m0 and CVR0(k) can be determined as the preset conversion amount corresponding to the conversion day.

[0096] S404: Determine a first sum value of the actual conversion amount and the preset conversion amount up to the conversion day, wherein the actual conversion amount is obtained by accumulating partial conversion amounts up to the conversion day, and the partial conversion amounts correspond to partial conversion days up to the conversion day.

[0097] The actual conversion amount is obtained by accumulating the partial conversion amounts up to the conversion day, and the partial conversion amounts correspond to the partial conversion days up to the conversion day.

[0098] In the embodiments of the present disclosure, if the conversion days corresponding to the conversion day are less than or equal to the target conversion days, that is, 1≤k≤t, there are 1-t-k+1 days of exposure, the accumulation sum of the partial conversion amounts up to the conversion day can be counted, and the actual conversion amount is Then, the actual conversion amount and the preset conversion amount m0*CVR0(k) can be calculated

[0099] S405: Determine a second sum value of the actual exposure amount as of the conversion day and the preset exposure amount, wherein the actual exposure amount is accumulated from the partial exposure amounts as of the partial conversion days as of the conversion day.

[0100] In the embodiments of the present disclosure, if the conversion days corresponding to the conversion day are less than or equal to the target conversion days, i.e., 1≤k≤t, there are 1-t-k+1 days of exposure, the accumulated sum of the partial exposure amounts as of the conversion day can be counted, and the actual exposure amount is And then the actual exposure amount as of the conversion day And the second sum value of the preset exposure amount m0

[0101] S406: Determine the ratio of the first sum value and the second sum value as the actual conversion information.

[0102] After the embodiments of the present disclosure determine the first sum value of the actual conversion amount as of the conversion day and the preset conversion amount, and determine the second sum value of the actual exposure amount as of the conversion day and the preset exposure amount, the ratio of the first sum value And the second sum value As the actual conversion information.

[0103] In the embodiments, by obtaining the preset exposure amount, determining the preset conversion amount corresponding to the conversion day according to the preset exposure amount, determining the first sum value of the actual conversion amount as of the conversion day and the preset conversion amount, determining the second sum value of the actual exposure amount as of the conversion day and the preset exposure amount, and determining the ratio of the first sum value and the second sum value as the actual conversion information, since the preset exposure amount is a constant exposure parameter for cold start and data smoothing, the data error when determining the actual conversion information can be effectively reduced, and the accuracy of the determined actual conversion information can be effectively ensured.

[0104] S407: If the conversion days corresponding to the conversion day are greater than the target conversion days, directly take the preset conversion information as the actual conversion information of the conversion day.

[0105] S408: Determine the conversion description information corresponding to the conversion day according to the preset conversion information and the actual conversion information.

[0106] S409: Determine the conversion distribution information according to the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion amount of the corresponding conversion day and the total conversion amount.

[0107] ​S410: determining, according to the conversion distribution information, delay conversion information of the display object, wherein the delay conversion information represents information related to a case that the display object is not converted within the planned display days.

[0108] The description of S407-S410 can refer to the above embodiments for details, which will not be repeated here.

[0109] In this embodiment, by obtaining the exposure amount and the conversion amount of the display object in each conversion day, the conversion description information corresponding to the conversion day is determined according to the exposure amount and the conversion amount, wherein the conversion description information represents the conversion probability situation of the display object in the corresponding conversion day, the conversion distribution information is determined according to the conversion description information, wherein the conversion distribution information represents the relative distribution situation between the conversion amount of the corresponding conversion day and the total conversion amount, and the delay conversion information of the display object is determined according to the conversion distribution information, wherein the delay conversion information represents information related to a case that the display object is not converted within the planned display days. The delay conversion information of the display object can be determined to estimate the conversion situation when the display object cannot be converted within the planned display days, effectively improve the accuracy of conversion prediction of the display object, obtain more complete conversion data, obtain a preset exposure amount, determine a preset conversion amount corresponding to the conversion day according to the preset exposure amount, determine a first sum value of the actual conversion amount and the preset conversion amount until the conversion day, determine a second sum value of the actual exposure amount and the preset exposure amount until the conversion day, and determine the ratio of the first sum value and the second sum value as the actual conversion information. Since the preset exposure amount is a constant exposure parameter for cold start and data smoothing, the data error in determining the actual conversion information can be effectively reduced, and the accuracy of the determined actual conversion information can be effectively ensured.

[0110] Figure 5 is a flowchart of a method for determining delay conversion information of a display object according to another embodiment of the present disclosure.

[0111] As shown in Figure 5 , the method for determining delay conversion information of a display object comprises:

[0112] S501: obtaining the exposure amount and the conversion amount of the display object in each conversion day.

[0113] S502: determining, according to the exposure amount and the conversion amount, conversion description information corresponding to the conversion day, wherein the conversion description information represents the conversion probability situation of the display object in the corresponding conversion day.

[0114] S503: determining, according to the conversion description information, conversion distribution information, wherein the conversion distribution information represents the relative distribution situation between the conversion amount of the corresponding conversion day and the total conversion amount.

[0115] The description of S501-S503 can refer to the above embodiments, which will not be repeated here.

[0116] S504: Determine the second ratio result of the total conversion amount and the total exposure amount, and take the second ratio result as the average conversion rate.

[0117] In the embodiments of the present disclosure, when determining the average conversion rate of the display object, the data table after the tth day is known, and the total exposure amount up to the current date can be summarized through the exposure column. The total conversion amount up to the current date is summarized through the upper triangular matrix data of the conversion. Wherein the exposure date i, the conversion date j corresponding to it, and therefore the average conversion rate up to the current date t is

[0118]

[0119] S505: Take the product value of the conversion rate and the exposure amount as the weight information of the conversion rate.

[0120] In the embodiments of the present disclosure, when determining the weight information of the conversion rate, the product value of the conversion rate of the conversion day and the corresponding exposure amount can be determined, and the cumulative sum of the plurality of product values As the weight information of the conversion rate.

[0121] S506: Determine the total exposure amount of the display object.

[0122] In the embodiments of the present disclosure, the total exposure amount of the display object can be determined as

[0123] S507: Determine the first ratio result of the total exposure amount and the product value.

[0124] In the embodiments of the present disclosure, the total exposure amount And the first ratio result of the product value

[0125] S508: Determine the delayed conversion information of the display object according to the average conversion rate and the first ratio result.

[0126] After determining the total exposure amount of the display object and the first ratio result of the total exposure amount and the product value in the embodiments of the present disclosure, the delayed conversion information of the display object can be determined according to the average conversion rate and the first ratio result.

[0127] In the embodiments of the present disclosure, when determining the delayed conversion information of the display object according to the average conversion rate and the first ratio result, the product value of the average conversion rate and the first ratio result ​The delay conversion information of the display object.

[0128] For example, as shown in Figure 6 , Figure 6 is a variation diagram of the probability mass function and the cumulative distribution function in the embodiments of the present disclosure, taking the coupon conversion as an example, Figure 6 gives a result diagram of a certain plan unit, the coupon validity period is K=15 days, the probability mass function PMF of the number of conversions on different exposure days, the number of conversions on the exposure day is the most, the conversion process of the long tail of the exposure second day and later, the cumulative distribution function CDF is the cumulative integral or cumulative summation of the probability mass function PMF, the observed conversion rate is calculated according to the existing data, and the true delay conversion rate contains the conversion on the unobserved date, which is higher than the observed conversion rate, the estimated delay conversion rate is close to the true delay conversion rate, and compared with the observed conversion rate, it can more accurately describe the conversion effect of the plan, as shown in Figure 7 , Figure 7 is a conversion rate comparison diagram in the embodiments of the present disclosure.

[0129] In the embodiments, when the delay conversion information of the display object is determined, the average conversion rate of the display object can be determined, and the delay conversion information of the display object is determined according to the average conversion rate and the conversion distribution information, so that the average conversion rate and the conversion distribution information can be combined to determine the delay conversion rate of the display object as the delay conversion information. Since the average conversion rate is calculated according to the existing data, and the true delay conversion rate contains the conversion on the unobserved date, the delay conversion rate is higher than the observed conversion rate, so that the estimated delay conversion rate is close to the true delay conversion rate, thereby the conversion effect of the display object within the planned display days can be more accurately described.

[0130] In this embodiment, by obtaining the exposure amount and conversion amount of the display object in each conversion day, according to the exposure amount and the conversion amount, the conversion description information corresponding to the conversion day is determined, wherein the conversion description information represents the conversion probability of the display object in the corresponding conversion day, according to the conversion description information, the conversion distribution information is determined, wherein the conversion distribution information represents the relative distribution between the conversion amount and the total conversion amount of the corresponding conversion day, and according to the conversion distribution information, the delay conversion information of the display object is determined, wherein the delay conversion information represents the information related to the situation that the display object is not converted within the planned display days. The delay conversion information of the display object can be determined to reflect the estimation of the conversion situation of the display object that cannot be observed within the planned display days, effectively improve the accuracy of the conversion prediction of the display object, obtain more complete conversion data, and determine the average conversion rate of the display object when determining the delay conversion information of the display object. According to the average conversion rate and the conversion distribution information, the delay conversion information of the display object is determined, so that the average conversion rate and the conversion distribution information can be combined to determine the delay conversion rate of the display object as the delay conversion information. Since the average conversion rate is calculated according to the existing data, and the real delay conversion rate includes the conversion in the unobserved date, the delay conversion rate is higher than the observed conversion rate, so that the estimated delay conversion rate is close to the real delay conversion rate, thereby the conversion effect of the display object within the planned display days can be more accurately described.

[0131] Figure 8 FIG. 1 is a structural schematic diagram of a display object delay conversion information determination device according to an embodiment of the present disclosure.

[0132] As shown in Figure 8 , the display object delay conversion information determination device 80 comprises:

[0133] An obtaining module 801 is configured to obtain the exposure amount and conversion amount of the display object in each conversion day.

[0134] A first determining module 802 is configured to determine the conversion description information corresponding to the conversion day according to the exposure amount and the conversion amount, wherein the conversion description information represents the conversion probability of the display object in the corresponding conversion day.

[0135] A second determining module 803 is configured to determine the conversion distribution information according to the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion amount and the total conversion amount of the corresponding conversion day.

[0136] A third determining module 804 is configured to determine the delay conversion information of the display object according to the conversion distribution information, wherein the delay conversion information represents the information related to the situation that the display object is not converted within the planned display days.

[0137] In some embodiments of the present disclosure, as shown in Figure 9 Figure 9 is a structural schematic diagram of a delay conversion information determination apparatus of a display object according to another embodiment of the present disclosure, wherein the third determination module 804 comprises:

[0138] The first determination sub-module 8041 is configured to determine an average conversion rate of the display object.

[0139] The second determination sub-module 8042 is configured to determine delay conversion information of the display object according to the average conversion rate and conversion distribution information.

[0140] In some embodiments of the present disclosure, the conversion distribution information comprises a conversion proportion of a conversion amount of a conversion day to a total conversion amount.

[0141] The second determination sub-module 8042 is specifically configured to:

[0142] determine the delay conversion information of the display object according to the conversion proportion, the total exposure amount and the average conversion rate.

[0143] In some embodiments of the present disclosure, the second determination sub-module 8042 is further configured to:

[0144] determine weight information of the conversion proportion according to the exposure amount;

[0145] determine a total exposure amount of the display object;

[0146] determine the delay conversion information of the display object according to the total exposure amount, the weight information and the average conversion rate.

[0147] In some embodiments of the present disclosure, the second determination sub-module 8042 is further configured to:

[0148] take a product value of the conversion proportion and the exposure amount as the weight information of the conversion proportion.

[0149] In some embodiments of the present disclosure, the second determination sub-module 8042 is further configured to:

[0150] determine a first ratio result of the total exposure amount and the product value;

[0151] determine the delay conversion information of the display object according to the average conversion rate and the first ratio result.

[0152] In some embodiments of the present disclosure, the second determination sub-module 8042 is further configured to:

[0153] determine a product value of the average conversion rate and the first ratio result as the delay conversion information of the display object.

[0154] ​In some embodiments of this disclosure, the first determining module 802 is specifically used for:

[0155] Obtain the preset conversion information for the conversion day, which is information related to the conversion status of the exposure on the preset conversion day within the planned display days;

[0156] Based on the preset conversion information, the actual conversion information for the conversion day is determined. The actual conversion information refers to information related to the actual conversion status of the displayed object on the conversion day.

[0157] Based on the preset conversion information and the actual conversion information, determine the conversion description information corresponding to the conversion day.

[0158] In some embodiments of this disclosure, the first determining module 802 is further configured to:

[0159] If the number of conversion days corresponding to the conversion day is less than or equal to the target number of conversion days, the actual conversion information for the conversion day is determined based on the preset conversion information, exposure, and conversion volume.

[0160] If the number of conversion days corresponding to the conversion date is greater than the target number of conversion days, the preset conversion information will be used as the actual conversion information for the conversion date.

[0161] In some embodiments of this disclosure, the preset conversion information includes: a preset conversion rate corresponding to the conversion day;

[0162] The first determining module 802 is further used for:

[0163] Obtain the preset exposure volume, and determine the preset conversion volume corresponding to the conversion day based on the preset exposure volume;

[0164] Determine the first sum of the actual conversion volume and the preset conversion volume up to the conversion date, wherein the actual conversion volume is obtained by accumulating the partial conversion volume up to the conversion date, and the partial conversion volume corresponds to the partial conversion date up to the conversion date;

[0165] Determine a second summation value between the actual exposure volume and the preset exposure volume up to the conversion date, wherein the actual exposure volume is obtained by accumulating the partial exposure volume up to the conversion date, and the partial exposure volume corresponds to the partial conversion date up to the conversion date;

[0166] The ratio of the first sum to the second sum is determined as the actual conversion information.

[0167] In some embodiments of this disclosure, the first determining module 802 is further configured to:

[0168] The product of the preset conversion rate and the preset exposure amount for the corresponding conversion day is determined as the preset conversion amount for the corresponding conversion day.

[0169] In some embodiments of the present disclosure, the first determining module 802 is further configured to:

[0170] determine a second ratio result of the total conversion amount and the total exposure amount, and take the second ratio result as the average conversion rate.

[0171] The method for determining the delay conversion information of the display object provided in the above Figures 1 to 7 embodiments corresponds to the method for determining the delay conversion information of the display object provided in the above Figures 1 to 7 embodiments, and thus the implementation of the method for determining the delay conversion information of the display object is also applicable to the device for determining the delay conversion information of the display object provided in the embodiments of the present disclosure. Therefore, the device for determining the delay conversion information of the display object provided in the embodiments of the present disclosure will not be described in detail.

[0172] In the present embodiment, the exposure amount and the conversion amount of the display object in each conversion day are obtained, the conversion description information corresponding to the conversion day is determined according to the exposure amount and the conversion amount, the conversion description information indicates the conversion probability of the display object in the corresponding conversion day, the conversion distribution information is determined according to the conversion description information, the conversion distribution information indicates the relative distribution between the conversion amount of the corresponding conversion day and the total conversion amount, and the delay conversion information of the display object is determined according to the conversion distribution information, the delay conversion information indicates the information related to the situation that the display object is not converted within the planned display days. The delay conversion information of the display object can be determined to estimate the conversion situation of the display object that cannot be observed within the planned display days, effectively improve the accuracy of the conversion prediction of the display object, and obtain more complete conversion data.

[0173] To implement the above-mentioned embodiments, the present disclosure further provides a non-transitory computer-readable storage medium having a computer program stored thereon, the program being executed by a processor to implement the method for determining the delay conversion information of the display object provided in the above-mentioned embodiments of the present disclosure.

[0174] To implement the above-mentioned embodiments, the present disclosure further provides a computer program product, when the instructions in the computer program product are executed by a processor, the method for determining the delay conversion information of the display object provided in the above-mentioned embodiments of the present disclosure is executed.

[0175] Figure 10 A block diagram of an exemplary electronic device suitable for implementing embodiments of the present disclosure is shown.

[0176] Figure 10 The computer device 12 shown is merely an example and should not impose any limitation on the functions and use range of the embodiments of the present disclosure.

[0177] As shown Figure 10 , computer device 12 is in the form of a general-purpose computing device. Components of computer device 12 can include, but are not limited to, one or more processors or processing units 16, system memory 28, and a bus 18 that couples various system components including system memory 28 to processing unit 16.

[0178] Bus 18 represents one or more of several types of bus structures, including a memory bus or memory controller, a peripheral bus, a graphics acceleration bus (e.g., an Accelerated Graphics Port, or AGP bus) and a local bus using any of a variety of bus architectures (e.g., Industrial Standard Architecture (ISA), Micro Channel Architecture (MCA), Enhanced ISA (EISA), Video Electronics Standards Association (VESA) local bus, and Peripheral Component Interconnect (PCI) bus).

[0179] Computer device 12 typically includes a variety of computer system readable media. Such media can be any available media that is accessible by computer device 12 and includes both volatile and non-volatile media, removable and non-removable media.

[0180] Memory 28 can include computer system readable media in the form of volatile memory, such as random access memory (RAM) 30 and / or cache memory 32. Computer device 12 can further include other removable / non-removable, volatile / non-volatile computer system storage media. By way of example only, storage system 34 can be provided for reading from and writing to a non-removable, non-volatile magnetic media (not shown and typically called a "hard drive"). Figure 10 As will be seen, a computer device 12 in the form of a server, a desktop computer, a laptop computer, and a tablet computer will now be discussed with regard to FIGS. 1-3. However, it should be understood that the present application can find use with virtually any kind of server, desktop computer, laptop computer, and tablet computer, and therefore the application should not be limited to only the computer device 12 configurations depicted in FIGS. 1-3.

[0181] Although Figure 10A disk drive, a floppy disk drive, a CD-ROM drive, a DVD-ROM drive, or other removable media drive, can be provided for reading from and writing to a removable n onvolatile magnetic disk (e.g., a "floppy disk"), and to a removable nonvolatile optical disk (e.g., a CD ROM, a DVD ROM, or another optical medium). In these instances, each drive can be connected to the bus 18 by one or more data media interfaces. The memory 28 can include at least one program product having a set (e.g., at least one) of program modules that are configured to carry out the functions of embodiments of the disclosure.

[0182] Program / utility 40, having a set (at least one) of program modules 42, can be stored in memory 28 by way of example, and can include an operating system, one or more application programs, other program modules, and program data, each or some combination thereof, which may

[0183] Computer device 12 can also communicate with one or more external devices 14 such as a keyboard, a pointing device, a display 24, etc.; one or more devices that enable a human user to interact with computer device 12; and / or one or more devices that enable computer device 12 to communicate with one or more other computing devices. Such communication can be via input / output (I / O) interfaces 22. Furthermore, computer device 12 can communicate with one or more networks (such as a Local Area Network (LAN), a Wide Area Network (WAN), and / or the public networks, such as the Internet) through network adapter 20. As illustrated, network adapter 20 communicates with the other components of computer device 12 via bus 18. It should be appreciated that although not shown, other hardware and / or software modules could be used in conjunction with computer device 12. Such as, but not limited to: microcode, device drivers, redundant processing units, external disk drive arrays, RAID systems, tape drives, and data archival storage systems, etc.

[0184] Processing unit 16 performs various function applications and parameter information determinations by executing programs stored in system memory 28, such as implementing the aforementioned method of determining the delay conversion information of a display object.

[0185] It should be noted that in the description of the present disclosure, the terms "first", "second", etc. are only used for descriptive purposes and cannot be understood as indicating or implying relative importance. In addition, in the description of the present disclosure, the meaning of "a plurality of" is two or more, unless otherwise stated.

[0186] Any process or method descriptions in flow charts or described elsewhere herein can be understood as representing code modules, segments, or portions of code that include one or more executable instructions for implementing specific logic functions or other processes. The various embodiments of the present disclosure can include additional or fewer steps or processes, and the order of the steps or processes can be changed, including according to the function involved, without departing from the scope of the embodiments of the present disclosure, which should be understood by those skilled in the art.

[0187] It should be understood that various parts of the present disclosure can be implemented in hardware, software, firmware, or a combination thereof. In the above-described embodiments, a plurality of steps or methods can be implemented by software or firmware stored in a memory and executed by a suitable instruction execution system. For example, if implemented in hardware, and as in another embodiment, it can be implemented by any one or a combination of the following technologies known in the art: discrete logic circuit with logic gate circuit for implementing logic functions on data signals, application specific integrated circuit with suitable combination logic gate circuit, programmable gate array (PGA), field programmable gate array (FPGA), etc.

[0188] Those skilled in the art of the present technology can understand that all or part of the steps carried out by the above-mentioned embodiments can be completed by a program instructing the relevant hardware, and the program can be stored in a computer readable storage medium, which includes one or a combination of the steps of the method embodiments when executed.

[0189] In addition, each functional unit in each embodiment of the present disclosure can be integrated into one processing module, or each unit can exist physically separately, or two or more units can be integrated into one module. The above-mentioned integrated module can be realized in the form of hardware or in the form of software functional module. The integrated module, if realized in the form of software functional module and sold or used as an independent product, can also be stored in a computer readable storage medium.

[0190] The storage medium mentioned above can be a read-only memory, a magnetic disk or an optical disk, etc.

[0191] In the description of the specification, the description of the terms "one embodiment", "some embodiments", "an example", "a specific example", or "some examples" etc. means that the specific features, structures, materials or characteristics described in connection with the embodiment or example are included in at least one embodiment or example of the present disclosure. In the specification, the illustrative expressions of the above terms do not necessarily refer to the same embodiment or example. Moreover, the specific features, structures, materials or characteristics described can be combined in any suitable manner in one or more embodiments or examples.

[0192] Although the embodiments of the present disclosure have been shown and described above, it is understood that the above-described embodiments are exemplary and are not to be construed as limiting the present disclosure, and those skilled in the art can make changes, modifications, replacements and variations to the above-described embodiments within the scope of the present disclosure.

Claims

1. A method for determining delayed conversion information of a display object, characterized in that, include: Get the exposure and conversion rate of the displayed object on each conversion day; Based on the exposure and conversion volume, determine the conversion description information corresponding to the conversion day, wherein the conversion description information represents the conversion probability of the displayed object on the corresponding conversion day, including: estimating the probability quality function of the converting audience on different conversion days based on the exposure and conversion volume, and using the probability quality function corresponding to each conversion day as the conversion description information corresponding to the conversion day; Based on the transformation description information, transformation distribution information is determined, wherein the transformation distribution information represents the relative distribution between the transformation amount and the total transformation amount for the corresponding transformation day, including: calculating the cumulative distribution function of the transformation based on the probability mass function of each transformation day in the transformation description information, using the accumulated value of the probability mass function corresponding to each transformation day as the cumulative distribution function, and using the cumulative distribution function as the transformation distribution information; and Based on the conversion distribution information, the delayed conversion information of the displayed object is determined, wherein the delayed conversion information represents information related to the situation where the displayed object has not been converted within the planned display days, including: when determining the delayed conversion information of the displayed object, determining the average conversion rate of the displayed object, and determining the delayed conversion information of the displayed object based on the average conversion rate and the conversion distribution information.

2. The method as described in claim 1, characterized in that, Determining the delayed conversion information of the displayed object based on the conversion distribution information includes: Determine the average conversion rate of the displayed object; Based on the average conversion rate and the conversion distribution information, the delayed conversion information of the displayed object is determined.

3. The method as described in claim 2, characterized in that, The conversion distribution information includes: the conversion rate of the conversion amount on the conversion day relative to the total conversion amount; The step of determining the delayed conversion information of the displayed object based on the average conversion rate and the conversion distribution information includes: Based on the conversion ratio, the exposure volume, and the average conversion rate, the delayed conversion information of the displayed object is determined.

4. The method as described in claim 3, characterized in that, The step of determining the delayed conversion information of the displayed object based on the conversion ratio, the exposure volume, and the average conversion rate includes: Based on the exposure volume, determine the weighting information for the conversion ratio; Determine the total exposure of the displayed object; The delayed conversion information of the displayed object is determined based on the total exposure, the weight information, and the average conversion rate.

5. The method as described in claim 4, characterized in that, The weighting information for determining the conversion ratio based on the exposure volume includes: The product of the conversion ratio and the exposure amount is used as the weight information of the conversion ratio.

6. The method as described in claim 5, characterized in that, Determining the delayed conversion information of the displayed object based on the total exposure, the weight information, and the average conversion rate includes: Determine a first ratio result between the total exposure and the product value; Based on the average conversion rate and the first ratio, the delayed conversion information of the displayed object is determined.

7. The method as described in claim 6, characterized in that, The step of determining the delayed conversion information of the displayed object based on the average conversion rate and the first ratio includes: The product of the average conversion rate and the first ratio is determined as the delayed conversion information of the displayed object.

8. The method according to any one of claims 1-7, characterized in that, The step of determining the conversion description information corresponding to the conversion day based on the exposure and conversion volume includes: Obtain preset conversion information for the conversion day, wherein the preset conversion information is information related to the conversion status of the exposure on the conversion day within the planned display days; Based on the preset conversion information, the actual conversion information for the conversion day is determined, wherein the actual conversion information represents information related to the actual conversion status of the displayed object on the conversion day; Based on the preset conversion information and the actual conversion information, determine the conversion description information corresponding to the conversion day.

9. The method as described in claim 8, characterized in that, The step of determining the actual conversion information for the conversion day based on the preset conversion information includes: If the number of conversion days corresponding to the conversion day is less than or equal to the target number of conversion days, then the actual conversion information of the conversion day is determined based on the preset conversion information, the exposure volume, and the conversion volume. If the number of conversion days corresponding to the conversion day is greater than the target number of conversion days, the preset conversion information is directly used as the actual conversion information for the conversion day.

10. The method as described in claim 9, characterized in that, The preset conversion information includes: the preset conversion rate corresponding to the conversion day; The step of determining the actual conversion information for the conversion day based on the preset conversion information, the exposure volume, and the conversion volume includes: Obtain the preset exposure amount, and determine the preset conversion amount corresponding to the conversion day based on the preset exposure amount; Determine a first summation value of the actual conversion amount up to the conversion date and the preset conversion amount, wherein the actual conversion amount is obtained by accumulating a portion of the conversion amount up to the conversion date, and each portion of the conversion amount corresponds to a portion of the conversion date up to the conversion date; Determine a second summation value of the actual exposure amount up to the conversion date and the preset exposure amount, wherein the actual exposure amount is obtained by accumulating a portion of the exposure amount up to the conversion date, and each portion of the exposure amount corresponds to a portion of the conversion date up to the conversion date; The ratio of the first summed value to the second summed value is determined as the actual conversion information.

11. The method as described in claim 10, characterized in that, The step of determining the preset conversion amount corresponding to the conversion day based on the preset exposure amount includes: The product of the preset conversion rate and the preset exposure amount corresponding to the conversion day is determined as the preset conversion amount corresponding to the conversion day.

12. The method as described in claim 4, characterized in that, Determining the average conversion rate of the displayed object includes: A second ratio of the total conversions to the total exposures is determined, and this second ratio is used as the average conversion rate.

13. A device for determining delayed conversion information of a displayed object, characterized in that, include: The acquisition module is used to obtain the exposure and conversion rate of the displayed object on each conversion day; The first determining module is used to determine the conversion description information corresponding to the conversion day based on the exposure and conversion volume, wherein the conversion description information represents the conversion probability of the displayed object on the corresponding conversion day, including: estimating the probability quality function of the conversion audience on different conversion days based on the exposure and conversion volume, and using the probability quality function corresponding to each conversion day as the conversion description information corresponding to the conversion day; The second determining module is used to determine conversion distribution information based on the conversion description information, wherein the conversion distribution information represents the relative distribution between the conversion amount of the corresponding conversion day and the total conversion amount, including: calculating the cumulative distribution function of the conversion based on the probability quality function of each conversion day in the conversion description information, using the accumulated value of the probability quality function corresponding to each conversion day as the cumulative distribution function, and using the cumulative distribution function as the conversion distribution information; and The third determining module is used to determine the delayed conversion information of the displayed object based on the conversion distribution information, wherein the delayed conversion information represents information related to the situation where the displayed object has not been converted within the planned display days, including: when determining the delayed conversion information of the displayed object, determining the average conversion rate of the displayed object, and determining the delayed conversion information of the displayed object based on the average conversion rate and the conversion distribution information.

14. The apparatus as claimed in claim 13, characterized in that, The third determining module includes: The first determining submodule is used to determine the average conversion rate of the displayed object; The second determining submodule is used to determine the delayed conversion information of the displayed object based on the average conversion rate and the conversion distribution information.

15. The apparatus as claimed in claim 14, characterized in that, The conversion distribution information includes: the conversion rate of the conversion amount on the conversion day relative to the total conversion amount; The second determining submodule is specifically used for: Based on the conversion ratio, the exposure volume, and the average conversion rate, the delayed conversion information of the displayed object is determined.

16. The apparatus as claimed in claim 15, characterized in that, The second determining submodule is further configured to: Based on the exposure volume, determine the weighting information for the conversion ratio; Determine the total exposure of the displayed object; The delayed conversion information of the displayed object is determined based on the total exposure, the weight information, and the average conversion rate.

17. The apparatus as claimed in claim 16, characterized in that, The second determining submodule is further configured to: The product of the conversion ratio and the exposure amount is used as the weight information of the conversion ratio.

18. The apparatus as claimed in claim 17, characterized in that, The second determining submodule is further configured to: Determine a first ratio result between the total exposure and the product value; Based on the average conversion rate and the first ratio, the delayed conversion information of the displayed object is determined.

19. The apparatus as claimed in claim 18, characterized in that, The second determining submodule is further configured to: The product of the average conversion rate and the first ratio is determined as the delayed conversion information of the displayed object.

20. The apparatus according to any one of claims 13-19, characterized in that, The first determining module is specifically used for: Obtain preset conversion information for the conversion day, wherein the preset conversion information is information related to the conversion status of the exposure on the conversion day within the planned display days; Based on the preset conversion information, the actual conversion information for the conversion day is determined, wherein the actual conversion information represents information related to the actual conversion status of the displayed object on the conversion day; Based on the preset conversion information and the actual conversion information, determine the conversion description information corresponding to the conversion day.

21. The apparatus as claimed in claim 20, characterized in that, The first determining module is further configured to: If the number of conversion days corresponding to the conversion day is less than or equal to the target number of conversion days, then the actual conversion information of the conversion day is determined based on the preset conversion information, the exposure volume, and the conversion volume. If the number of conversion days corresponding to the conversion day is greater than the target number of conversion days, the preset conversion information is directly used as the actual conversion information for the conversion day.

22. The apparatus as claimed in claim 21, characterized in that, The preset conversion information includes: the preset conversion rate corresponding to the conversion day; The first determining module is further configured to: Obtain the preset exposure amount, and determine the preset conversion amount corresponding to the conversion day based on the preset exposure amount; Determine a first summation value of the actual conversion amount up to the conversion date and the preset conversion amount, wherein the actual conversion amount is obtained by accumulating a portion of the conversion amount up to the conversion date, and each portion of the conversion amount corresponds to a portion of the conversion date up to the conversion date; Determine a second summation value of the actual exposure amount up to the conversion date and the preset exposure amount, wherein the actual exposure amount is obtained by accumulating a portion of the exposure amount up to the conversion date, and each portion of the exposure amount corresponds to a portion of the conversion date up to the conversion date; The ratio of the first summed value to the second summed value is determined as the actual conversion information.

23. The apparatus as claimed in claim 22, characterized in that, The first determining module is further configured to: The product of the preset conversion rate and the preset exposure amount corresponding to the conversion day is determined as the preset conversion amount corresponding to the conversion day.

24. The apparatus as claimed in claim 16, characterized in that, The first determining module is further configured to: A second ratio of the total conversions to the total exposures is determined, and this second ratio is used as the average conversion rate.

25. An electronic device, characterized in that, include: At least one processor; as well as A memory communicatively connected to the at least one processor; wherein, The memory stores instructions that can be executed by the at least one processor to enable the at least one processor to perform the method of any one of claims 1-12.

26. A non-transitory computer-readable storage medium storing computer instructions, characterized in that, in, The computer instructions are used to cause the computer to perform the method according to any one of claims 1-12.

27. A computer program product, characterized in that, Includes a computer program that, when executed by a processor, implements the steps of the method according to any one of claims 1-12.

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