A method and apparatus for controlling traffic requests

Abstract

The embodiment of the application discloses a kind of control methods of flow request, it is applied to demand side platform.In the method, the filling rate of advertisement transaction platform, delivery success rate and flow quality score are obtained;The filling index and delivery success rate index of demand side platform are obtained;According to filling rate, delivery success rate, flow quality score, filling index and delivery success rate index, the flow ratio of advertisement transaction platform is calculated;According to flow ratio, the quantity of flow request of advertisement transaction platform is adjusted, and adjustment result is obtained.It can be seen from this that, by the scheme provided in the embodiment of the application, the flow request of advertisement transaction platform is adjusted by flow ratio, the stability of demand side platform can be improved by automatically and effectively controlling multiple flow requests.

Description

Technical Field

[0001] This application relates to the field of internet advertising, and more particularly to a method and apparatus for controlling traffic requests. Background Technology

[0002] Demand-Side Platforms (DSPs) serve advertisers, helping them place ads on the internet or mobile internet. DSPs make it easier and more convenient for advertisers to follow a unified bidding and feedback system, purchasing high-quality ad inventory from multiple ad exchanges in real time at reasonable prices. DSPs allow advertisers to manage one or more Ad Exchange (ADX) accounts through a unified interface; in fact, DSPs can even help advertisers manage ADX accounts, providing comprehensive services.

[0003] When the DSP receives advertising requests from ADXs, it may receive traffic requests from multiple ADXs simultaneously. Different ADXs have different user groups, and the quality of the traffic varies. If all requests go through the same system, it will lead to a waste of the entire DSP's resources. Summary of the Invention

[0004] This application provides a method and apparatus for controlling traffic requests, which can make reasonable use of the resources of the demand-side platform and ensure the stability of the demand-side platform.

[0005] The first aspect of this application provides a method for controlling traffic requests, applied to a demand-side platform, including:

[0006] Obtain fill rate, campaign success rate, and traffic quality score from the advertising exchange platform;

[0007] Obtain the fill rate and campaign success rate metrics from the demand-side platform;

[0008] The traffic ratio of the advertising exchange platform is calculated based on the fill rate, the delivery success rate, the traffic quality score, the fill metric, and the delivery success rate metric.

[0009] The number of traffic requests to the advertising exchange platform is adjusted based on the traffic ratio to obtain the adjustment result.

[0010] Optionally, obtaining the traffic quality score from the advertising exchange platform includes:

[0011] The traffic quality score is obtained by scoring the traffic quality of the advertising exchange platform, where the maximum score is 10 points.

[0012] Optionally, adjusting the number of traffic requests to the advertising exchange platform based on the traffic ratio includes:

[0013] If the traffic ratio is lower than or equal to the overall market data, the number of traffic requests to the advertising exchange platform is reduced; if the traffic ratio is greater than the overall market data, the number of traffic requests to the advertising exchange platform is increased.

[0014] Optionally, the method further includes:

[0015] After a preset time interval, the real-time traffic ratio of the advertising exchange platform is calculated;

[0016] If the real-time traffic ratio is less than the traffic ratio after the last update, the traffic ratio of the advertising exchange platform is adjusted to half of the real-time traffic ratio to obtain the adjusted real-time traffic ratio.

[0017] If the adjusted real-time traffic ratio is less than the preset minimum traffic ratio, then the traffic ratio of the advertising exchange platform will be updated to the minimum traffic ratio. 。

[0018] Optionally, the method further includes:

[0019] If the real-time traffic ratio is greater than the traffic ratio after the last update, the traffic ratio of the advertising exchange platform is adjusted to twice the real-time traffic ratio to obtain the adjusted real-time traffic ratio.

[0020] If the difference between the adjusted real-time traffic ratio and the traffic ratio after the last update is greater than the maximum value for a single adjustment, then the traffic ratio of the advertising exchange platform will be updated to the sum of the traffic ratio after the last update and the maximum value for a single adjustment.

[0021] If the difference between the adjusted real-time traffic ratio and the previously updated traffic ratio is less than or equal to the maximum value of a single adjustment, then the traffic ratio of the advertising exchange platform will be updated to the real-time traffic ratio.

[0022] Optionally, the method further includes:

[0023] Receive traffic requests from the advertising exchange platform;

[0024] Generate a random number based on the traffic request;

[0025] If the random number is less than the traffic ratio of the advertising exchange platform, a traffic request response is returned to the advertising exchange platform.

[0026] Optionally, the method further includes:

[0027] The adjustment results are updated to the traffic control module, which then responds to the traffic requests from the advertising exchange platform.

[0028] A second aspect of this application provides a traffic request control device, which belongs to a demand-side platform, and the device includes:

[0029] The acquisition unit is used to acquire fill rate, delivery success rate, and traffic quality score from advertising exchange platforms; and to acquire fill rate and delivery success rate metrics from demand-side platforms.

[0030] The calculation unit is used to calculate the traffic ratio of the advertising exchange platform based on the fill rate, the delivery success rate, the traffic quality score, the fill index, and the delivery success rate index.

[0031] An adjustment unit is used to adjust the number of traffic requests from the advertising exchange platform according to the traffic ratio.

[0032] Optionally, the adjustment unit has the following functions:

[0033] If the traffic ratio is lower than or equal to the overall market data, the number of traffic requests to the advertising exchange platform is reduced; if the traffic ratio is greater than the overall market data, the number of traffic requests to the advertising exchange platform is increased.

[0034] Optionally, the device further includes:

[0035] A receiving unit is used to receive traffic requests from the advertising exchange platform;

[0036] The generation unit is used to generate random numbers based on the traffic request;

[0037] The return unit is used to return a traffic request response to the advertising exchange platform if the random number is less than the traffic ratio of the advertising exchange platform.

[0038] This application describes a method for controlling traffic requests, applied to a demand-side platform (DSP). The method involves obtaining the fill rate, delivery success rate, and traffic quality score of an ad exchange; obtaining the fill metric and delivery success rate metric of the DSP; calculating the traffic ratio of the ad exchange based on the fill rate, delivery success rate, traffic quality score, fill metric, and delivery success rate metric; and adjusting the number of traffic requests on the ad exchange based on the traffic ratio to obtain an adjustment result. Therefore, by using the solution provided in this application to adjust the traffic requests of an ad exchange based on the traffic ratio, automatic and effective control of multiple traffic requests can be achieved, thereby improving the stability of the DSP. Attached Figure Description

[0039] To more clearly illustrate the technical solutions in the embodiments of this application or the prior art, the drawings used in the description of the embodiments or the prior art will be briefly introduced below. Obviously, the drawings described below are only some embodiments recorded in this application. For those skilled in the art, other drawings can be obtained based on these drawings without creative effort.

[0040] Figure 1 A flowchart illustrating a traffic request control method provided in an embodiment of this application;

[0041] Figure 2 A flowchart illustrating a method for updating a flow control module provided in an embodiment of this application;

[0042] Figure 3 This is a schematic diagram of the structure of a traffic request control device provided in an embodiment of this application. Detailed Implementation

[0043] This application provides a method and apparatus for controlling traffic requests, which can make reasonable use of the resources of the demand-side platform and ensure the stability of the demand-side platform.

[0044] To facilitate understanding, the application scenarios of the embodiments of this application will be introduced first.

[0045] ADX (Advanced Demand Streaming) is an intermediary platform responsible for matching multiple Supply Side Platforms (SSPs) and Demand DSPs (Demand DSPs). It sells media traffic from SSPs to DSPs in the form of Real-Time Bidding (RTB). In RTB advertising, common issues include how DSPs receive traffic from various ad exchanges and how they control which ADXs select ad requests that do not require bidding. ADXs requesting ads from DSPs have the following characteristics: DSP clients want to select ads with available traffic, but different ADXs have different traffic volumes, and clients have limited budgets; DSPs need to be able to decide whether to fill traffic for each ADX based on its traffic quality, fill rate, and success rate; and the traffic ratio of ADXs must be controllable.

[0046] Because of the aforementioned characteristics of the process by which a real-time bidding system requests a programmatic advertising system, whether or not to accept traffic requests sent by the ADX is a very important aspect of a DSP.

[0047] See Figure 1 The figure is a flowchart illustrating a traffic request control method provided in an embodiment of this application, which can be implemented, for example, through the following steps S101-104.

[0048] S101: Obtain the fill rate, campaign success rate, and traffic quality score from the advertising exchange platform.

[0049] In this embodiment, the ad exchange platform selects suitable demand-side platforms (DSPs) based on its targeting strategy and then sends traffic requests to those DSPs. Upon receiving the request, the DSP first obtains the ad exchange platform's fill rate, delivery success rate, and traffic quality score. The fill rate is calculated as bid / request.

[0050] In this embodiment of the application, a traffic quality score is obtained by scoring the traffic quality of the advertising exchange platform, wherein the maximum score for the traffic quality score is 10 points.

[0051] S102: Obtain the overall market's fill rate and deployment success rate indicators.

[0052] In this embodiment of the application, the basic fill rate and launch success rate of the overall market are obtained.

[0053] S103: Calculate the traffic ratio of the advertising exchange platform.

[0054] In this embodiment, the flow rate ratio is calculated according to a pre-set formula, the specific formula of which is as follows:

[0055]

[0056] Among them, R cs Traffic ratio for ad exchanges; R rb The fill indicator for the overall market; R cb R is an indicator of the success rate of market-wide deployments. rs R represents the fill rate. cs 1 represents the success rate of ad placement; aDX represents the traffic quality score; k represents the overall weight; m represents the weight of the ad exchange platform; n represents the weight of the traffic quality score.

[0057] S104: Adjust the number of traffic requests to the ad exchange based on the traffic ratio.

[0058] In this embodiment, if the traffic ratio is lower than or equal to the overall data, the number of traffic requests from the ad exchange platform is reduced; if the traffic ratio is greater than the overall data, the number of traffic requests from the ad exchange platform is increased. The overall data refers to the ratio of real-time sending requests calculated from the overall data fill rate and the successful delivery rate according to a preset weighting.

[0059] Specifically, the probe mechanism can automatically and dynamically recover according to a preset index, thereby increasing the number of traffic requests to the advertising exchange platform in real time until the real-time calculated traffic ratio reaches the preset maximum traffic ratio.

[0060] In one implementation of this application, a traffic request from an advertising exchange platform is received; a random number is generated based on the traffic request; if the random number is less than the traffic ratio of the advertising exchange platform, a traffic request response is returned to the advertising exchange platform. It should be noted that this application does not limit the range of the random number; it can be a random number between 0 and 100, specifically set according to the actual situation.

[0061] In one implementation of this application, the adjustment result is updated to the traffic control module, and the traffic control module responds to the traffic request of the advertising exchange platform.

[0062] In another embodiment of this application, such as Figure 2 As shown, in one implementation of step S104, during the RTB process, the DSP initializes a flow control module for each access ADX to prevent a single ADX from affecting the stability of the entire DSP, and periodically updates the flow control module, specifically including:

[0063] S201: Initialize general parameters.

[0064] In this embodiment, the general parameters specifically include the weights corresponding to different indicators, the maximum value for a single adjustment, the time interval, and the minimum traffic ratio. The traffic ratio of each ADX connected to the DSP is also initialized.

[0065] S202: Obtain fill rate metric, delivery success rate metric, fill rate, delivery success rate and traffic quality score.

[0066] In this embodiment, the overall market fill rate and delivery success rate are updated to the DSP's general configuration at preset time intervals, and the fill rate, delivery success rate, and traffic quality score of the advertising exchange platform are obtained in real time.

[0067] In this embodiment of the application, if the fill index is greater than or equal to the delivery success index, and the fill rate is greater than or equal to the delivery success rate, then it is determined whether to downgrade based on the traffic quality score and its corresponding weight. If downgraded, step S203 is executed; if not downgraded, the update of this traffic control module ends.

[0068] If the fill metric is less than the successful delivery metric, and the fill rate is less than the successful delivery rate, then proceed to step S203.

[0069] In this embodiment of the application, the traffic ratio after the last update is obtained at preset time intervals.

[0070] S203: Calculate the real-time traffic ratio of the advertising exchange platform.

[0071] In this embodiment of the application, the real-time traffic ratio of each ADX is calculated based on the overall fill index, the success rate index, the fill rate, the success rate, and the weights corresponding to the different indicators in step S201.

[0072] The specific implementation of step S203 can be referred to the implementation of step S103 accordingly, and will not be repeated here.

[0073] S204: Update the traffic ratio based on the real-time traffic ratio.

[0074] In this embodiment, if the real-time traffic ratio is less than the traffic ratio after the last update, the traffic ratio of the advertising exchange platform is adjusted to half of the real-time traffic ratio to obtain the adjusted real-time traffic ratio; if the adjusted real-time traffic ratio is less than a preset minimum traffic ratio, the traffic ratio of the advertising exchange platform is updated to the minimum traffic ratio; if the real-time traffic ratio is greater than the traffic ratio after the last update, the traffic ratio of the advertising exchange platform is adjusted to twice the real-time traffic ratio to obtain the adjusted real-time traffic ratio; if the difference between the adjusted real-time traffic ratio and the traffic ratio after the last update is greater than the maximum value for a single adjustment, the traffic ratio of the advertising exchange platform is updated to the sum of the traffic ratio after the last update and the maximum value for a single adjustment; if the difference between the adjusted real-time traffic ratio and the traffic ratio after the last update is less than or equal to the maximum value for a single adjustment, the traffic ratio of the advertising exchange platform is updated to the real-time traffic ratio.

[0075] Specifically, if the calculated R c The traffic ratio R is lower than the one after the last update. l Then the flow ratio of the ADX will be adjusted to the current R. c Half of R; c Half of the minimum flow ratio R min Then update the ADX flow ratio to R. min And end this adjustment of the flow ratio.

[0076] If the calculated R c The traffic ratio R is higher than the one after the last update. l Then the flow ratio of the ADX will be adjusted to the current R. c twice; if (2R) c -R l () Greater than the maximum value of a single adjustment R inc Then update the ADX flow ratio to (R) l +R inc If (2R) c -R l () Less than or equal to the maximum value of a single adjustment R incThen update the ADX flow ratio to R. c .

[0077] In one implementation of this application, step S204 is executed periodically according to the initialization time interval until the ADX flow ratio is adjusted to R. min Then this adjustment will end.

[0078] S205: Update the flow control module based on the updated flow ratio.

[0079] In this embodiment, the adjustment result is updated to the traffic control module, which then responds to the traffic requests from the advertising exchange platform.

[0080] In one implementation of this application, when the traffic control module is invoked, requests for the ADX ad slot are reduced or restored over a period of time based on the real-time updated traffic ratio. If a traffic request sent by the ADX is restricted by the traffic control module, the request is directly returned to the corresponding ADX. If the traffic request is received, the traffic control module directly requests subsequent modules to return the corresponding ad to the ADX. The ADX sends traffic requests to multiple DSPs. If it finds that the overall fill rate of a DSP is not high, it will not send traffic requests to that DSP, thereby reducing the impact on service performance.

[0081] This application discloses a method for controlling traffic requests, applied to a demand-side platform (DSP). The method involves obtaining the fill rate, delivery success rate, and traffic quality score of an ad exchange; obtaining the fill metric and delivery success rate metric of the DSP; calculating the traffic ratio of the ad exchange based on the fill rate, delivery success rate, traffic quality score, fill metric, and delivery success rate metric; and adjusting the number of traffic requests from the ad exchange based on the traffic ratio to obtain the adjustment result. Therefore, by using the solution provided in this application to adjust the traffic requests of an ad exchange through the traffic ratio, automatic and effective control of multiple traffic requests can be achieved, improving traffic quality and thus enhancing the stability of the DSP. By setting a corresponding traffic control module for each ad exchange, the impact of sudden traffic surges on the DSP can be effectively reduced, improving ad request efficiency.

[0082] Based on the methods provided in the above embodiments, this application also provides a traffic request control device, which is described below with reference to the accompanying drawings.

[0083] See Figure 3 The figure is a schematic diagram of the structure of a traffic request control device provided in an embodiment of this application.

[0084] The traffic request control device provided in this application includes: an acquisition unit 301, a calculation unit 302, and an adjustment unit 303.

[0085] The acquisition unit 301 is used to acquire the fill rate, delivery success rate, and traffic quality score of the advertising exchange platform; and to acquire the fill rate and delivery success rate of the demand-side platform.

[0086] The calculation unit 302 is used to calculate the traffic ratio of the advertising exchange platform based on the fill rate, delivery success rate, traffic quality score, fill index and delivery success rate index;

[0087] Adjustment unit 303 is used to adjust the number of traffic requests from the advertising exchange platform based on the traffic ratio.

[0088] In one possible implementation, the acquisition unit 301 is specifically used for:

[0089] Traffic quality scores are generated by rating the quality of traffic on advertising exchanges, with a maximum score of 10 points.

[0090] In one possible implementation, the adjustment unit 303 is specifically used for:

[0091] If the traffic ratio is lower than or equal to the overall market data, the number of traffic requests to the ad exchange platform will be reduced; if the traffic ratio is higher than the overall market data, the number of traffic requests to the ad exchange platform will be increased.

[0092] In one possible implementation, the device further includes:

[0093] The calculation unit 302 is also used to calculate the real-time traffic ratio of the advertising exchange platform after a preset time interval;

[0094] The update unit is used to adjust the ad exchange's traffic ratio to half of the real-time traffic ratio if the real-time traffic ratio is less than the traffic ratio after the last update, thus obtaining the adjusted real-time traffic ratio; if the adjusted real-time traffic ratio is less than a preset minimum traffic ratio, the ad exchange's traffic ratio is updated to the minimum traffic ratio. 。

[0095] In one possible implementation, the update unit is specifically used for:

[0096] If the real-time traffic ratio is greater than the traffic ratio after the last update, the traffic ratio of the advertising exchange platform will be adjusted to twice the real-time traffic ratio to obtain the adjusted real-time traffic ratio.

[0097] If the difference between the adjusted real-time traffic ratio and the traffic ratio after the last update is greater than the maximum value for a single adjustment, then the traffic ratio of the advertising exchange platform will be updated to the sum of the traffic ratio after the last update and the maximum value for a single adjustment.

[0098] If the difference between the adjusted real-time traffic ratio and the traffic ratio after the last update is less than or equal to the maximum value for a single adjustment, then the traffic ratio of the ad exchange will be updated to the real-time traffic ratio.

[0099] In one possible implementation, the device further includes:

[0100] The receiving unit is used to receive traffic requests from the advertising exchange platform;

[0101] The generation unit is used to generate random numbers based on traffic requests.

[0102] The response unit is used to return a traffic request response to the ad exchange if the random number is less than the ad exchange's traffic ratio.

[0103] In one possible implementation, the update unit is specifically used for:

[0104] The adjustment results are updated to the traffic control module, which then responds to traffic requests from the advertising exchange platform.

[0105] Since this device corresponds to the traffic request control method provided in the above method embodiments, the specific implementation of each unit of this device is based on the same concept as the above method embodiments. Therefore, for the specific implementation of each unit of this device, please refer to the description of the traffic request control method in the above method embodiments, which will not be repeated here.

[0106] The terms “first,” “second,” “third,” “fourth,” etc. (if present) in the specification, claims, and accompanying drawings of this application are used to distinguish similar objects and are not necessarily used to describe a particular order or sequence. It should be understood that such data can be interchanged where appropriate so that the embodiments described herein can be implemented in a sequence other than that illustrated or described herein. Furthermore, the terms “comprising” and “having,” and any variations thereof, are intended to cover a non-exclusive inclusion; for example, a process, method, system, product, or apparatus that comprises a series of steps or units is not necessarily limited to those steps or units explicitly listed, but may include other steps or units not explicitly listed or inherent to such processes, methods, products, or apparatus.

[0107] Those skilled in the art will clearly understand that, for the sake of convenience and brevity, the specific working processes of the systems, devices, and units described above can be referred to the corresponding processes in the foregoing method embodiments, and will not be repeated here.

[0108] In the embodiments provided in this application, it should be understood that the disclosed systems, apparatuses, and methods can be implemented in other ways. For example, the apparatus embodiments described above are merely illustrative; for instance, the division of units is only a logical business division, and in actual implementation, there may be other division methods. For example, multiple units or components may be combined or integrated into another system, or some features may be ignored or not executed. Furthermore, the coupling or direct coupling or communication connection shown or discussed may be through some interfaces, indirect coupling or communication connection between apparatuses or units, and may be electrical, mechanical, or other forms.

[0109] The units described as separate components may or may not be physically separate. The components shown as units may or may not be physical units; that is, they may be located in one place or distributed across multiple network units. Some or all of the units can be selected to achieve the purpose of this embodiment according to actual needs.

[0110] Furthermore, the various business units in the embodiments of this application can be integrated into one processing unit, or each unit can exist physically separately, or two or more units can be integrated into one unit. The integrated unit can be implemented in hardware or as a software business unit.

[0111] If the integrated unit is implemented as a software business unit and sold or used as an independent product, it can be stored in a computer-readable storage medium. Based on this understanding, the technical solution of this application, in essence, or the part that contributes to the prior art, or all or part of the technical solution, can be embodied in the form of a software product. This computer software product is stored in a storage medium and includes several instructions to cause a computer device (which may be a personal computer, server, or network device, etc.) to execute all or part of the steps of the methods of the various embodiments of this application. The aforementioned storage medium includes various media capable of storing program code, such as USB flash drives, portable hard drives, read-only memory (ROM), random access memory (RAM), magnetic disks, or optical disks.

[0112] Those skilled in the art will recognize that, in one or more of the examples above, the services described in this invention can be implemented using hardware, software, firmware, or any combination thereof. When implemented in software, these services can be stored in a computer-readable medium or transmitted as one or more instructions or code on a computer-readable medium. Computer-readable media include computer storage media and communication media, wherein communication media include any medium that facilitates the transmission of computer programs from one place to another. Storage media can be any available medium accessible to general-purpose or special-purpose computers.

[0113] The above specific embodiments further illustrate the purpose, technical solution, and beneficial effects of the present invention. It should be understood that the above are merely specific embodiments of the present invention.

[0114] The above embodiments are only used to illustrate the technical solutions of this application, and are not intended to limit it. Although this application has been described in detail with reference to the foregoing embodiments, those skilled in the art should understand that modifications can still be made to the technical solutions described in the foregoing embodiments, or equivalent substitutions can be made to some of the technical features. Such modifications or substitutions do not cause the essence of the corresponding technical solutions to deviate from the scope of the technical solutions of the embodiments of this application.

Claims

1. A method for controlling traffic requests, characterized in that, Applied to a demand-side platform, the method includes: Obtain fill rate, campaign success rate, and traffic quality score from the advertising exchange platform; Obtain the overall market's fill rate and placement success rate indicators; The traffic ratio of the ad exchange platform is calculated based on the fill rate, the delivery success rate, the traffic quality score, the fill metric, and the delivery success rate metric. The number of traffic requests to the advertising exchange platform is adjusted based on the traffic ratio to obtain the adjustment result, including: if the traffic ratio is lower than or equal to the overall market data, the number of traffic requests to the advertising exchange platform is reduced; if the traffic ratio is greater than the overall market data, the number of traffic requests to the advertising exchange platform is increased.

2. The method according to claim 1, characterized in that, The acquisition of traffic quality scores from advertising exchange platforms includes: The traffic quality score is obtained by scoring the traffic quality of the advertising exchange platform, where the maximum score is 10 points.

3. The method according to claim 1, characterized in that, The method further includes: After a preset time interval, the real-time traffic ratio of the advertising exchange platform is calculated; If the real-time traffic ratio is less than the traffic ratio after the last update, the traffic ratio of the advertising exchange platform is adjusted to half of the real-time traffic ratio to obtain the adjusted real-time traffic ratio. If the adjusted real-time traffic ratio is less than the preset minimum traffic ratio, the traffic ratio of the advertising exchange platform will be updated to the minimum traffic ratio.

4. The method according to claim 3, characterized in that, The method further includes: If the real-time traffic ratio is greater than the traffic ratio after the last update, the traffic ratio of the advertising exchange platform is adjusted to twice the real-time traffic ratio to obtain the adjusted real-time traffic ratio. If the difference between the adjusted real-time traffic ratio and the traffic ratio after the last update is greater than the maximum value for a single adjustment, then the traffic ratio of the advertising exchange platform will be updated to the sum of the traffic ratio after the last update and the maximum value for a single adjustment. If the difference between the adjusted real-time traffic ratio and the previously updated traffic ratio is less than or equal to the maximum value of a single adjustment, then the traffic ratio of the advertising exchange platform will be updated to the real-time traffic ratio.

5. The method according to claim 1, characterized in that, The method further includes: Receive traffic requests from the advertising exchange platform; Generate a random number based on the traffic request; If the random number is less than the traffic ratio of the advertising exchange platform, a traffic request response is returned to the advertising exchange platform.

6. The method according to claim 1, characterized in that, The method further includes: The adjustment results are updated to the traffic control module, which then responds to the traffic requests from the advertising exchange platform.

7. A control device for traffic requests, characterized in that, The traffic request control device belongs to the demand-side platform, and the device includes: The acquisition unit is used to acquire the fill rate, success rate, and traffic quality score of the advertising exchange platform; and to acquire the overall market's fill rate and success rate metrics. The calculation unit is used to calculate the traffic ratio of the advertising exchange platform based on the fill rate, the delivery success rate, the traffic quality score, the fill index, and the delivery success rate index. An adjustment unit is used to adjust the number of traffic requests from the advertising exchange platform according to the traffic ratio; The adjustment unit is configured to: reduce the number of traffic requests from the advertising exchange platform if the traffic ratio is lower than or equal to the overall market data; and increase the number of traffic requests from the advertising exchange platform if the traffic ratio is greater than the overall market data.

8. The apparatus according to claim 7, characterized in that, The device further includes: A receiving unit is used to receive traffic requests from the advertising exchange platform; The generation unit is used to generate random numbers based on the traffic request; The return unit is used to return a traffic request response to the advertising exchange platform if the random number is less than the traffic ratio of the advertising exchange platform.

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