Advertisement pushing method, medium, device and computing device

Abstract

The present disclosure provides an advertisement pushing method, medium, device and computing device. The method comprises: obtaining an actual exposure value of an advertisement in a current period and an expected exposure value in the current period; if it is determined that the advertisement is in an exposure value insufficient state according to the actual exposure value and the expected exposure value, determining a delivery proportion coefficient of the advertisement in a first period; the delivery proportion coefficient of the advertisement in the first period is greater than a preset delivery proportion coefficient of the advertisement in the first period; in the first period, pushing the advertisement according to the delivery proportion coefficient of the advertisement in the first period. By increasing the delivery proportion coefficient of the advertisement in the first period, automatic measurement of the advertisement in the exposure value insufficient state can be realized without real-time monitoring and adjustment by humans, thereby improving the processing efficiency of making up for the insufficient exposure value of the advertisement and bringing a better experience for users.

Description

Technical Field

[0001] The embodiments of this disclosure relate to the field of data processing, and more specifically, the embodiments of this disclosure relate to an advertising push method, medium, apparatus, and computing device. Background Technology

[0002] This section is intended to provide background or context for the embodiments of this disclosure as set forth in the claims. The description herein is not intended to be a prior art simply because it is included in this section.

[0003] Currently, with the enrichment and diversification of information transmission channels, advertising, as a means of information transmission, has been widely used in various platforms and applications.

[0004] Advertising platforms can deliver ads to advertisers based on the exposure values ​​requested by the advertisers.

[0005] To ensure the accuracy of ad exposure values ​​during actual ad delivery, related technologies can use manual monitoring to determine in real time whether the current ad exposure value meets the subscriber's needs. However, this method requires a significant amount of manpower. Summary of the Invention

[0006] This disclosure provides an advertising delivery method, medium, apparatus, and computing device to adjust the exposure value of advertisements that have insufficient exposure value during the advertising delivery process in a timely manner.

[0007] In a first aspect of the present disclosure, an advertising push method is provided, comprising: obtaining the actual exposure value of an advertisement in a current time period and the expected exposure value in the current time period;

[0008] If, based on the actual exposure value and the expected exposure value, it is determined that the advertisement is in a state of insufficient exposure, then the placement ratio coefficient of the advertisement in the first time period is determined; the placement ratio coefficient is used to characterize the ratio between the first traffic information and the second traffic information, where the first traffic information is the traffic occupied by the advertisement, and the second traffic information is the sum of the traffic occupied by multiple advertisements in the placement state; the first time period is the time period following the current time period; the placement ratio coefficient of the advertisement in the first time period is greater than the preset placement ratio coefficient of the advertisement in the first time period;

[0009] During the first time period, the advertisement is pushed according to the placement ratio coefficient of the advertisement during the first time period.

[0010] In one embodiment of this disclosure, the difference between the expected exposure value and the actual exposure value in the current time period is a first difference; the first difference is positively correlated with the placement difference, and the placement difference is the difference between the placement ratio coefficient of the advertisement in the first time period and the preset ratio coefficient of the advertisement in the first time period.

[0011] In one embodiment of this disclosure, determining the placement ratio coefficient of the advertisement in the first time period includes:

[0012] Obtain the actual exposure value of the advertisement in multiple historical time periods and the expected exposure value in multiple historical time periods;

[0013] The difference between the actual exposure value and the expected exposure value within the historical period is determined as the second difference value for the historical period.

[0014] The placement ratio coefficient of the advertisement in the first time period is determined based on the second difference and the first difference.

[0015] In one embodiment of this disclosure, determining the ad placement ratio coefficient for a first time period based on the second difference and the first difference includes:

[0016] The first difference is integrated with the second differences from multiple historical time periods to obtain the integral result.

[0017] The first difference and the second difference of the second time period are differentiated to obtain the differential result; the second time period is the historical time period corresponding to the previous time period of the current time period;

[0018] Based on the first difference, the integral result, and the differential result, the placement ratio coefficient of the advertisement in the first time period is determined.

[0019] In one embodiment of this disclosure, determining the ad placement ratio coefficient for a first time period based on the second difference and the first difference includes:

[0020] The first difference and the second difference of the second time period are subtracted to obtain the third difference; the second time period is the historical time period corresponding to the previous time period of the current time period;

[0021] A fourth difference is determined based on the first difference, the second difference in the second time period, and the second difference in the third time period; the third time period is the period preceding the second time period.

[0022] The incremental change is determined based on the third difference, the fourth difference, and the first difference;

[0023] Determine the placement ratio coefficient for the current time period, and based on the placement ratio coefficient for the current time period and the incremental change, determine the placement ratio coefficient for the advertisement in the first time period.

[0024] In one embodiment of this disclosure, obtaining the expected exposure value of an advertisement within the current time period includes:

[0025] The system obtains the number of requests for the ad slot corresponding to the advertisement within a preset time period, the exposure rate of the ad slot within the preset time period, the traffic delivery ratio of the advertisement within the preset time period, and the expected proportion coefficient of the advertisement in the current time period. The number of requests represents the total number of display requests corresponding to the ad slot; the exposure rate represents the proportion of actual responded display requests in the total number; the traffic delivery ratio represents the ratio of the total order traffic corresponding to the advertisement to the sum of the total order traffic corresponding to multiple advertisements currently in the delivery state; the expected proportion coefficient is the ratio of the expected traffic occupied by the advertisement in the current time period to the total order traffic corresponding to the advertisement; and the preset time period includes the current time period.

[0026] The expected exposure value of the advertisement in the current time period is determined based on the number of requests for the advertisement slot within the preset time period, the exposure rate of the advertisement slot within the preset time period, the proportion of traffic delivered by the advertisement within the preset time period, and the expected proportion coefficient of the advertisement in the current time period.

[0027] In one embodiment of this disclosure, the method further includes:

[0028] Based on the advertising placement ratio coefficient in the first time period, determine the remaining placement ratio coefficient in the first time period;

[0029] Determine the placement ratio coefficient of the remaining advertisements in the current time period, and determine the placement ratio coefficient of the remaining advertisements in the first time period based on the placement ratio coefficient of the remaining advertisements in the first time period and the placement ratio coefficient of the remaining advertisements in the current time period, wherein the remaining advertisements are the remaining advertisements that are not in a state of insufficient exposure.

[0030] In one embodiment of this disclosure, the method further includes:

[0031] The system acquires the placement time of the target advertisement uploaded by the first advertising system and the advertising placement status data of the target advertisement uploaded by the second advertising system; wherein, the first advertising system is the advertising system corresponding to the advertising subscription stage; and the second advertising system is the advertising system corresponding to the advertising placement stage.

[0032] If it is determined that the current time falls within the target advertisement's delivery time and the advertisement delivery status data indicates that the target advertisement is not in a delivery state, an alarm message is issued; the alarm message is used to indicate that an advertisement delivery failure has occurred.

[0033] In a second aspect of this disclosure, an advertising push device is provided, comprising:

[0034] The first acquisition module is used to acquire the actual exposure value of the advertisement in the current time period and the expected exposure value in the current time period;

[0035] The first determining module is configured to determine the ad placement ratio coefficient in a first time period if, based on the actual exposure value and the expected exposure value, the ad is determined to be in a state of insufficient exposure value; the placement ratio coefficient is used to characterize the ratio between first traffic information and second traffic information, where the first traffic information is the traffic occupied by the ad, and the second traffic information is the sum of the traffic occupied by multiple ads in the placement state; the first time period is the time period following the current time period; the placement ratio coefficient of the ad in the first time period is greater than the preset placement ratio coefficient of the ad in the first time period;

[0036] The push module is used to push the advertisement according to the placement ratio coefficient of the advertisement in the first time period.

[0037] In one embodiment of this disclosure, the difference between the expected exposure value and the actual exposure value in the current time period is a first difference; the first difference is positively correlated with the placement difference, and the placement difference is the difference between the placement ratio coefficient of the advertisement in the first time period and the preset ratio coefficient of the advertisement in the first time period.

[0038] In one embodiment of this disclosure, the first determining module is specifically used for:

[0039] Obtain the actual exposure value of the advertisement in multiple historical time periods and the expected exposure value in multiple historical time periods;

[0040] The difference between the actual exposure value and the expected exposure value within the historical period is determined as the second difference value for the historical period.

[0041] The placement ratio coefficient of the advertisement in the first time period is determined based on the second difference and the first difference.

[0042] In one embodiment of this disclosure, the first determining module is specifically used for:

[0043] The first difference is integrated with the second differences from multiple historical time periods to obtain the integral result.

[0044] The first difference and the second difference of the second time period are differentiated to obtain the differential result; the second time period is the historical time period corresponding to the previous time period of the current time period;

[0045] Based on the first difference, the integral result, and the differential result, the placement ratio coefficient of the advertisement in the first time period is determined.

[0046] In one embodiment of this disclosure, the first determining module is specifically used for:

[0047] The first difference and the second difference of the second time period are subtracted to obtain the third difference; the second time period is the historical time period corresponding to the previous time period of the current time period;

[0048] A fourth difference is determined based on the first difference, the second difference in the second time period, and the second difference in the third time period; the third time period is the period preceding the second time period.

[0049] The incremental change is determined based on the third difference, the fourth difference, and the first difference;

[0050] Determine the placement ratio coefficient for the current time period, and based on the placement ratio coefficient for the current time period and the incremental change, determine the placement ratio coefficient for the advertisement in the first time period.

[0051] In one embodiment of this disclosure, the first acquisition module is specifically used for:

[0052] The system obtains the number of requests for the ad slot corresponding to the advertisement within a preset time period, the exposure rate of the ad slot within the preset time period, the traffic delivery ratio of the advertisement within the preset time period, and the expected proportion coefficient of the advertisement in the current time period. The number of requests represents the total number of display requests corresponding to the ad slot; the exposure rate represents the proportion of actual responded display requests in the total number; the traffic delivery ratio represents the ratio of the total order traffic corresponding to the advertisement to the sum of the total order traffic corresponding to multiple advertisements currently in the delivery state; the expected proportion coefficient is the ratio of the expected traffic occupied by the advertisement in the current time period to the total order traffic corresponding to the advertisement; and the preset time period includes the current time period.

[0053] The expected exposure value of the advertisement in the current time period is determined based on the number of requests for the advertisement slot within the preset time period, the exposure rate of the advertisement slot within the preset time period, the proportion of traffic delivered by the advertisement within the preset time period, and the expected proportion coefficient of the advertisement in the current time period.

[0054] In one embodiment of this disclosure, the device further includes:

[0055] The second determining module is used to determine the remaining delivery ratio coefficient in the first time period based on the delivery ratio coefficient of the advertisement in the first time period.

[0056] The third determining module is used to determine the placement ratio coefficient of the remaining advertisements in the current time period, and to determine the placement ratio coefficient of the remaining advertisements in the first time period based on the remaining placement ratio coefficient in the first time period and the placement ratio coefficient of the remaining advertisements in the current time period, wherein the remaining advertisements are the remaining advertisements that are not in a state of insufficient exposure value.

[0057] In one embodiment of this disclosure, the device further includes:

[0058] The second acquisition module is used to acquire the placement time of the target advertisement uploaded by the first advertising system and the advertising placement status data of the target advertisement uploaded by the second advertising system; wherein, the first advertising system is the advertising system corresponding to the advertising subscription stage; and the second advertising system is the advertising system corresponding to the advertising placement stage.

[0059] The alarm module is used to issue an alarm message if it is determined that the current time is within the delivery time of the target advertisement and the advertisement delivery status data indicates that the target advertisement is not in the delivery state; the alarm message is used to indicate that an advertisement delivery failure has occurred.

[0060] In a third aspect of this disclosure, a computer-readable storage medium is provided, comprising: computer-executable instructions stored therein, which, when executed by a processor, implement the method as described in any of the first aspects.

[0061] In a fourth aspect of this disclosure, a computing device is provided, comprising:

[0062] At least one processor;

[0063] and a memory communicatively connected to the at least one processor;

[0064] The memory stores instructions executable by the at least one processor, which, when executed by the at least one processor, cause the computing device to perform the advertising push method as described in any of the first aspects.

[0065] According to the embodiments of this disclosure, by increasing the advertising delivery ratio coefficient in the first time period, it is possible to automatically increase the exposure of advertisements with insufficient exposure value without the need for real-time monitoring and adjustment by humans. This improves the processing efficiency of compensating for insufficient advertising exposure value and brings a better experience to users. Attached Figure Description

[0066] The above and other objects, features, and advantages of this disclosure will become readily apparent from the following detailed description of exemplary embodiments, taken in conjunction with the accompanying drawings. Several embodiments of this disclosure are illustrated in the drawings by way of example and not limitation, in which:

[0067] Figure 1 A schematic diagram illustrating an application scenario provided by an embodiment of this disclosure is shown.

[0068] Figure 2 The illustration shows a flowchart of an advertising push method provided in an embodiment of the present disclosure;

[0069] Figure 3 A schematic flowchart of another advertising push method provided in an embodiment of this disclosure is shown.

[0070] Figure 4 A schematic diagram of the architecture of an advertising push device provided in an embodiment of the present disclosure is shown.

[0071] Figure 5 A schematic diagram of the structure of a storage medium provided in an embodiment of the present disclosure is shown.

[0072] Figure 6 A schematic diagram of the structure of an advertising push device provided in an embodiment of the present disclosure is shown.

[0073] Figure 7 A schematic diagram of the structure of a computing device provided in an embodiment of the present disclosure is shown.

[0074] In the accompanying drawings, the same or corresponding reference numerals indicate the same or corresponding parts. Detailed Implementation

[0075] The principles and spirit of this disclosure will now be described with reference to several exemplary embodiments. It should be understood that these embodiments are given merely to enable those skilled in the art to better understand and implement this disclosure, and are not intended to limit the scope of this disclosure in any way. Rather, these embodiments are provided to make this disclosure more thorough and complete, and to fully convey the scope of this disclosure to those skilled in the art.

[0076] Those skilled in the art will recognize that embodiments of this disclosure can be implemented as a system, apparatus, device, method, or computer program product. Therefore, this disclosure can be specifically implemented in the following forms: entirely hardware, entirely software (including firmware, resident software, microcode, etc.), or a combination of hardware and software.

[0077] According to embodiments of this disclosure, an advertising push method, medium, apparatus, and computing device are proposed.

[0078] In this article, it is important to understand the following terms:

[0079] Ad impression value is used to indicate the amount of traffic used when an ad is displayed.

[0080] Furthermore, the number of any elements in the accompanying drawings is for illustrative purposes only and not for limitation, and any naming is for distinction only and has no limiting meaning.

[0081] In addition, the data involved in this disclosure may be data authorized by the user or fully authorized by all parties. The collection, dissemination and use of the data shall comply with the requirements of relevant national laws and regulations. The implementation methods / executives of this disclosure may be combined with each other.

[0082] The principles and spirit of this disclosure will be explained in detail below with reference to several representative embodiments. Invention Overview

[0084] The inventors have discovered that currently, when delivering advertising data, it is typically necessary to deliver the ordered ads based on the exposure values ​​requested by the advertising subscriber. During ad delivery, if some ads cannot be delivered when the advertising system delivers ads according to the preset exposure values, the system will deliver the remaining ads during this fault phase, resulting in the missing delivery of some ads. Currently, the accuracy of the exposure values ​​for each ad is determined solely by manual verification during the ad delivery process. If inaccurate, the exposure values ​​are adjusted based on human experience. However, the reliability of manually monitoring and adjusting exposure values ​​during ad delivery is low.

[0085] To address the aforementioned issues, this disclosure provides an advertising push method, medium, apparatus, and computing device. By acquiring the actual exposure value and expected exposure value of each advertisement in the current time period in real time, if it is determined that the actual exposure value is less than the expected exposure value, the delivery ratio coefficient corresponding to the advertisement in the next time period will be increased. That is, the adjusted delivery ratio coefficient is greater than the preset delivery ratio coefficient before adjustment. Thus, by adjusting the delivery ratio coefficient, the phenomenon of insufficient exposure value can be compensated.

[0086] After introducing the basic principles of this disclosure, various non-limiting embodiments of this disclosure will be described in detail below.

[0087] Application Scenarios Overview

[0088] First refer to Figure 1 Examples of application scenarios for the solutions provided in this disclosure are given. Figure 1 This is a schematic diagram of an application scenario provided by an embodiment of the present disclosure, such as... Figure 1 As shown, this application scenario includes user terminals and advertising push devices, where m and n are both positive integers. The advertising push device receives advertising subscription information from advertising subscribers. This information may include the advertisement to be pushed and the advertising push requirements (e.g., the user's exposure value, the user's desired exposure time, etc.). Upon request from various user terminals, the advertising push device can determine the advertisement to be pushed from among multiple currently running advertisements, according to the push start time specified in the advertising push requirements within the advertising subscription information, and push the advertisement to the corresponding user terminal. For example, in practical applications, when a user opens an application, the pushed advertisement may be displayed on the application's first screen or before the application's first screen. It should be noted that the above advertising display scenario is merely illustrative and does not impose specific limitations.

[0089] Exemplary methods

[0090] The following is combined Figure 1 Application scenarios, refer to Figure 2-4 This document describes an advertising push method according to exemplary embodiments of the present disclosure. It should be noted that the above application scenarios are shown only to facilitate understanding of the spirit and principles of the present disclosure, and the embodiments of the present disclosure are not limited in any way. Rather, the embodiments of the present disclosure can be applied to any applicable scenario.

[0091] Figure 2 This is a flowchart illustrating an advertising push method according to an embodiment of this disclosure. Figure 2 As shown, the method includes the following steps:

[0092] S201. Obtain the actual exposure value of the advertisement in the current time period and the expected exposure value in the current time period.

[0093] For example, the execution entity in this embodiment can be an advertising push device, which can be a computing device, such as a server (e.g., a cloud server or a local server), a computer, a terminal device, a processor, or a chip, etc. This embodiment does not limit the scope of the application.

[0094] In this disclosure, the expected exposure value within the current time period can be understood as the traffic expected to be used when the advertisement is placed within the current time period. The expected exposure value can be a pre-set value. For example, the correspondence between the time period and the expected exposure value can be pre-set, and then the current expected exposure value can be determined based on the time corresponding to the current time period and the correspondence between the two.

[0095] The actual exposure value in this disclosure can be understood as the traffic actually used when the advertisement is actually placed in the current time period.

[0096] In one possible implementation, the expected exposure value corresponding to each time period can be specified by the advertising subscriber or set by the advertising advertiser; no specific restrictions are imposed in this embodiment.

[0097] In one possible implementation, when obtaining the actual exposure value and the expected exposure value, the acquisition can be based on the monitoring time interval set by the user. That is, if the current time meets the monitoring time interval set by the user, then step S201 can be executed to realize real-time monitoring of the push of each advertisement in the advertising push device; or when an indication message indicating that there is a hardware alarm in the advertising push device is detected, then step S201 can be executed to avoid the phenomenon of insufficient advertising quantity during the advertising delivery process due to hardware failure; or, when the number of advertisements to be delivered in a certain period of time is greater than a preset threshold, then step S201 can also be executed to avoid the phenomenon of insufficient advertising quantity when multiple advertisements are delivered at the same time. It should be noted that the triggering conditions of step S201 are not specifically limited in this embodiment.

[0098] S202. If, based on the actual exposure value and the expected exposure value, it is determined that the advertisement is in a state of insufficient exposure value, then the placement ratio coefficient of the advertisement in the first time period is determined. The placement ratio coefficient is used to represent the ratio between the first traffic information and the second traffic information. The first traffic information is the traffic occupied by the advertisement, and the second traffic information is the sum of the traffic occupied by multiple advertisements in the placement state. The first time period is the time period after the current time period. The placement ratio coefficient of the advertisement in the first time period is greater than the preset placement ratio coefficient of the advertisement in the first time period.

[0099] For example, in this embodiment, after obtaining the actual exposure value and the expected exposure value, the actual exposure value and the expected exposure value can be compared, and then the comparison result can be used to determine whether the current advertisement is in a state of insufficient exposure value.

[0100] If the comparison results determine that the advertisement is currently experiencing a shortage of traffic, then the placement ratio coefficient for that advertisement in the next time period (i.e., the first time period) can be increased. This means increasing the placement ratio coefficient for that advertisement within the first time period, based on the preset placement ratio coefficient for that advertisement. The placement ratio coefficient for an advertisement within a given time period can be understood as the ratio between the traffic occupied by that advertisement during that time period (i.e., the first traffic information) and the traffic occupied by all advertisements during that time period (i.e., advertisements currently in use) (i.e., the second traffic information).

[0101] In one example, when comparing the expected exposure value and the actual exposure value, the difference between the expected exposure value and the actual exposure value can be determined first. If the actual exposure value is less than the expected exposure value and the determined difference is greater than a preset threshold, it can be determined that the advertisement is in a state of insufficient exposure value; or, if the actual exposure value is less than the expected exposure value and the ratio between the determined difference between the two and the expected exposure value is greater than a preset value, it can be determined that the advertisement is in a state of insufficient exposure value.

[0102] S203. During the first time period, push advertisements according to the advertising placement ratio coefficient of the first time period.

[0103] For example, after determining the delivery ratio coefficient in the first time period, this embodiment can push the advertisement according to the determined delivery ratio coefficient when pushing the advertisement in the first time period, so as to make up for the problem of insufficient exposure value corresponding to the advertisement in the past.

[0104] Understandably, in this embodiment, during the ad push process, it can be determined whether the ad is in a state of insufficient exposure by comparing the actual exposure value and the expected exposure value of the ad in the current time period. If it is determined that the ad is in a state of insufficient exposure value, then the placement ratio coefficient of the ad in the next time period can be further increased. That is, by increasing the proportion of traffic occupied by the ad among all ads in the placement state, the exposure value of the ad can be increased, thereby automatically supplementing the exposure value of ads with insufficient exposure value. This avoids the cumbersome operation of users having to manually monitor and adjust the ad exposure value in real time. Furthermore, by obtaining the actual exposure value and expected exposure value of each ad in real time through the ad push device, it is possible to determine whether the ad exposure value is insufficient in real time, avoiding the phenomenon in related technologies where users cannot determine the insufficient ad exposure value in a timely manner.

[0105] In one embodiment, when performing the step "determine the placement ratio coefficient of the advertisement in the first time period" in step S202 above, the difference between the expected exposure value in the current time period and the actual exposure value in the current time period is the first difference; the first difference is positively correlated with the placement difference, and the placement difference is the difference between the placement ratio coefficient of the advertisement in the first time period and the preset ratio coefficient of the advertisement in the first time period.

[0106] For example, in this embodiment, when it is determined that an advertisement is in a state of insufficient exposure, and when it is necessary to adjust the advertisement's placement ratio coefficient, the difference between the actual exposure value and the expected exposure value of the advertisement in the current time period (i.e., the first difference) can be determined first. The placement ratio coefficient of the advertisement in the first time period is then determined based on the first difference. When the difference between the placement ratio coefficient of the advertisement in the first time period and the preset placement ratio coefficient is called the placement difference, the larger the first difference, the greater the exposure deficiency of the advertisement. Therefore, the increase in the preset placement ratio coefficient (i.e., the placement difference) can be set larger. That is, the first difference and the placement difference are positively correlated. Thus, by adjusting the placement ratio coefficient as described above, advertisements with large exposure deficiencies can quickly make up for the exposure deficiency.

[0107] Figure 3 This is a flowchart illustrating another advertising push method provided in an embodiment of this disclosure. Figure 3 As shown, the method includes the following steps:

[0108] S301. Obtain the actual exposure value of the advertisement in the current time period and the expected exposure value in the current time period.

[0109] For example, in this embodiment, the technical principle of step S301 can be found in step S201, and will not be repeated here.

[0110] In one example, when determining the expected exposure value in the current time period in step S301, the following steps can be used: "Obtain the number of requests for the ad slot corresponding to the ad within a preset time period, the exposure rate of the ad slot within the preset time period, the proportion of ad delivery traffic within the preset time period, and the expected proportion coefficient of the ad in the current time period, wherein the number of requests is used to represent the total number of display requests corresponding to the ad slot; the exposure rate represents the proportion of the actual response to the display requests in the total number; the delivery traffic proportion is used to represent the ratio of the total order traffic corresponding to the ad to the sum of the total order traffic corresponding to multiple ads in the delivery state; the expected proportion coefficient is the ratio of the expected traffic occupied by the ad in the current time period to the total order traffic corresponding to the ad; the preset time period includes the current time period; determine the expected exposure value of the ad in the current time period based on the number of requests for the ad slot within the preset time period, the exposure rate of the ad slot within the preset time period, the proportion of ad delivery traffic within the preset time period, and the expected proportion coefficient of the ad in the current time period."

[0111] For example, this example provides a method for determining the expected exposure value of an advertisement in the current time period.

[0112] In this embodiment, the ad slot corresponding to the advertisement can be understood as the placement location of the advertisement. The number of ad slot requests can be understood as the total number of requests to obtain the display of the ad slot under the user's or other control. For example, when a user clicks to open the application, and there is an ad slot in the first display screen of the application, the application will send a display request to the ad push device to obtain the advertisement corresponding to the ad slot. In practical applications, when obtaining the number of requests within a preset time period corresponding to the ad slot, the number of requests within the preset time period, including the current time period, can be estimated based on the changes in the number of requests in historical time periods.

[0113] Since not all display requests received by the ad push device can be successfully responded to (i.e., the ad push device cannot successfully push and display the ad in the ad slot immediately upon receiving a display request), the exposure value of the ad slot can be understood as the ratio of the number of display requests that can actually be successfully responded to to the total number of received display requests. In practical applications, when obtaining the exposure rate of the ad slot within a preset time period, the exposure rate within the preset time period, including the current time period, can be estimated based on the changes in exposure rates over historical time periods.

[0114] Furthermore, the proportion of traffic corresponding to an ad can be understood as the ratio of the total order traffic corresponding to the ad to the sum of the total order traffic corresponding to multiple ads that are currently being placed.

[0115] Therefore, the first product of the number of requests within the preset time period and the exposure rate of the ad placement within the preset time period can be regarded as the number of requests actually responded to within the preset time period. The second product obtained by multiplying the first product by the proportion of traffic delivered by the ad can be regarded as the total traffic that the ad hopes to occupy within the preset time period.

[0116] The result of multiplying the second product by the expected proportion coefficient of the advertisement in the current period can be regarded as the exposure value of the advertisement in the current period.

[0117] For example, the preset time period can be one day, and the number of ads to be displayed for a certain ad slot in a day is 5. For each ad to be displayed, the corresponding traffic distribution ratio for each day can be predetermined, for example, 10%, 15%, 15%, 20%, and 40%. Furthermore, for each time period of the day, the expected proportion coefficient corresponding to each ad in each time period can be set. The expected proportion coefficient for each time period can be different; for example, the proportion coefficient for nighttime can be set lower.

[0118] It is understood that in this embodiment, the expected ratio coefficient corresponding to the ad slot is determined by the number of requests, exposure rate, traffic delivery ratio and expected ratio coefficient within a preset time period, so that the expected exposure value and the actual exposure value can be used to determine whether there is a shortage of ad traffic and realize automatic replenishment of the missing ad traffic.

[0119] S302. If it is determined that the advertisement is in a state of insufficient exposure based on the actual exposure value and the expected exposure value, then obtain the actual exposure value of the advertisement in multiple historical time periods and the expected exposure value in multiple historical time periods; the difference between the expected exposure value in the current time period and the actual exposure value in the current time period is the first difference; the first difference is positively correlated with the placement difference, which is the difference between the placement ratio coefficient of the advertisement in the first time period and the preset ratio coefficient of the advertisement in the first time period.

[0120] For example, in this embodiment, when it is determined that the advertisement is in a state of insufficient exposure (i.e., a state of insufficient quantity), in order to further determine the placement ratio coefficient of the advertisement in the next period of the current period, the actual exposure value and expected exposure value of the advertisement with insufficient quantity in each historical period under multiple historical periods can be obtained first.

[0121] S303. Determine the difference between the actual exposure value and the expected exposure value within the historical period, which is the second difference under the historical period.

[0122] For example, for the actual exposure value and the expected exposure value corresponding to each historical period, the difference between the actual exposure value and the expected exposure value is calculated to obtain the second difference value corresponding to that historical period.

[0123] S304. Based on the second difference and the first difference, determine the advertising placement ratio coefficient in the first time period; the placement ratio coefficient is used to characterize the ratio between the first traffic information and the second traffic information, the first traffic information is the traffic occupied by the advertisement, and the second traffic information is the sum of the traffic occupied by multiple advertisements in the placement state; the first time period is the time period after the current time period; the advertising placement ratio coefficient in the first time period is greater than the preset placement ratio coefficient of the advertisement in the first time period.

[0124] For example, after determining the second difference, the placement ratio coefficient of the advertisement in the first period can be further determined by combining the second difference in the historical period and the first difference in the current period.

[0125] For example, by combining the rate of change between the second difference in the historical period and the first difference in the current period, if it is determined that the difference between the actual exposure value and the preset exposure value is still large in the aforementioned historical period and current period, then in the first period, the amount of change added to the preset exposure value can be increased. That is, compared with the amount of change added in the current period or the historical period, the amount of change added in the first period can be increased, thereby obtaining the placement ratio coefficient in the first period, so that the above method can quickly replenish the amount of advertising that is lacking.

[0126] It is understood that in this embodiment, by combining the second difference corresponding to the historical time period and the first difference corresponding to the current time period, the delivery ratio coefficient corresponding to the first time period is determined so as to quickly make up for the missing exposure value of the missing advertisement.

[0127] In one example, step S304 includes the following steps: "Integrating the first difference with the second difference of multiple historical time periods to obtain an integral result; differentiating the first difference with the second difference of the second time period to obtain a differential result; the second time period is the historical time period corresponding to the previous time period of the current time period; determining the advertising placement ratio coefficient in the first time period based on the first difference, the integral result and the differential result."

[0128] For example, in this embodiment, when determining the delivery ratio coefficient within the first time period by combining the first difference and the second difference, the difference between the actual exposure value and the expected exposure value in each historical time period (i.e., the second difference) and the difference between the actual exposure value and the expected exposure value in the current time period (i.e., the first difference) are first integrated to obtain the integral result. Then, the second difference from the previous time period (i.e., the second time period) is obtained, and the first difference and the second difference are differentiated to obtain the differential result. Finally, the first difference, the differential result, and the integral result are used to determine the delivery ratio coefficient within the first time period.

[0129] The following formula can be used to represent it:

[0130]

[0131] In this context, the symbol 'u' to the left of the equals sign can be used to represent the placement ratio coefficient for the first time period. e(t) represents the difference between the actual exposure value and the expected exposure value. The value of 't' can indicate which time period it represents. 't' is a natural number; when 't' is 0, it represents the first historical time period (which can be understood as the time period when the advertisement was first determined to be in a state of insufficient exposure). When 't' is the maximum value, it represents the current time period. The maximum value of 't' increases sequentially with the repetition of steps S301-S305. The corresponding integral result can be understood as the result obtained by summing the second difference of multiple historical periods and the first difference corresponding to the current period. The corresponding differential result can be seen as the difference between the first difference in the current time period and the second difference in the second time period. K p K I K D These are preset constants.

[0132] It is understood that in this embodiment, by combining the differential and integral results corresponding to the second difference in the historical period and the first difference in the current period, as well as the first difference, the delivery ratio coefficient in the first period is dynamically adjusted, thereby avoiding the phenomenon of over-broadcasting of exposure value when the delivery ratio coefficient is large during the correction process, or the phenomenon of correction being too slow during the correction process.

[0133] In one example, step S304 includes the following steps: "The difference between the first difference and the second difference of the second time period is calculated to obtain the third difference; the second time period is the historical time period corresponding to the previous time period of the current time period; the fourth difference is determined based on the first difference, the second difference of the second time period, and the second difference of the third time period; the third time period is the previous time period of the second time period; the incremental change is determined based on the third difference, the fourth difference result, and the first difference; the placement ratio coefficient of the current time period is determined, and the placement ratio coefficient of the advertisement in the first time period is determined based on the placement ratio coefficient of the current time period and the incremental change."

[0134] For example, in this embodiment, when determining the delivery ratio coefficient within the first time period by combining the first difference and the second difference, the difference between the first difference in the current time period and the second difference corresponding to the previous time period (i.e., the second time period) can be calculated to obtain the third difference result. Then, based on the first difference, the second difference, and the second difference corresponding to the previous time period, a fourth difference is determined, wherein the fourth difference can be used to characterize the difference between the first difference and the second difference in historical time periods.

[0135] Then, by combining the third, fourth, and first differences, the incremental change in the placement ratio coefficient corresponding to the advertisement within the first time period can be determined. The determined incremental change and the placement ratio coefficient corresponding to the advertisement in the current time period are then summed, and the summation result is used as the placement ratio coefficient within the first time period.

[0136] Specifically, it can be expressed by the following formula:

[0137] u(t+1)=u(t)+K p (e(t)-e(t-1))+K I e(t)+K D (e(t)-2e(t-1)+e(t-2))

[0138] Where u(t+1) can be seen as the distribution ratio coefficient corresponding to the first time period, and u(t) is the distribution ratio coefficient corresponding to the current time period; similarly, e(t) represents the first difference corresponding to the current time period; e(t-1) is the second difference corresponding to the second time period; e(t-2) is the second difference corresponding to the third time period; K p K I K D These are preset constants.

[0139] It is understandable that in this embodiment, when determining the delivery ratio coefficient corresponding to the first time period, the difference between the actual exposure value and the expected exposure value in the current time period, the second time period, and the third time period can be combined to determine the delivery ratio coefficient in the first time period from three aspects: differentiation, integration, and proportion. This can avoid the phenomenon of over-broadcasting when the delivery ratio coefficient is too large during the correction process, or the phenomenon of too slow correction due to the delivery ratio coefficient being too small during the correction process. Moreover, compared with the method of determining the delivery ratio coefficient in the above embodiments, the amount of calculation required in the integration process can be reduced, which is conducive to improving the efficiency of determining the delivery ratio coefficient.

[0140] S305. During the first time period, push advertisements according to the advertising placement ratio coefficient of the first time period.

[0141] For example, the specific principle of step S305 can be found in step S203, and will not be repeated here.

[0142] In some embodiments, the remaining ad delivery ratio coefficient in the first time period is determined based on the ad delivery ratio coefficient in the first time period; the remaining ad delivery ratio coefficient in the current time period is determined; and the remaining ad delivery ratio coefficient in the first time period is determined based on the remaining ad delivery ratio coefficient in the first time period and the remaining ad delivery ratio coefficient in the current time period. Here, the remaining ads are those that are not in a state of insufficient exposure.

[0143] For example, in this embodiment, after adjusting the delivery ratio coefficient corresponding to the advertisement with insufficient exposure, it is further necessary to adjust the delivery ratio coefficient corresponding to the remaining advertisements that are not underexposed (i.e., the remaining advertisements). For example, after determining the delivery ratio coefficient of the advertisement with insufficient exposure in the first time period, the remaining delivery ratio coefficient corresponding to the first time period can be determined based on this delivery ratio coefficient. For example, if the delivery ratio coefficient of the advertisement with insufficient exposure in the first time period is 0.6, then the remaining delivery ratio coefficient is 0.4. Then, the remaining delivery ratio coefficient can be allocated to the remaining advertisements. In this embodiment, when allocating the delivery ratio coefficient to the remaining advertisements, the ratio can be scaled proportionally according to the ratio between the delivery ratio coefficients corresponding to the remaining advertisements in the current time period. That is, assuming the remaining advertisements include advertisement 1 and advertisement 2, and their delivery ratio coefficients in the current time period are 1:2, when allocating the remaining delivery ratio coefficients, the delivery ratio coefficients allocated to advertisement 1 and advertisement 2 in the first time period will still be 1:2.

[0144] It is understood that in this embodiment, when determining the placement ratio coefficient corresponding to the remaining advertisement in the first time period, the ratio can be scaled proportionally according to the ratio of the placement ratio coefficient corresponding to the remaining advertisement in the current time period to ensure that the ratio of traffic occupied by the two will not change during the subsequent advertisement placement process, so as to meet the user's advertisement subscription requirements.

[0145] In one possible implementation, when determining the remaining advertising placement ratio coefficient in the first time period, the placement ratio coefficient can be allocated by dividing the remaining placement ratio coefficient equally, thereby avoiding increasing the efficiency of determining the placement ratio coefficient.

[0146] In some embodiments, based on any of the above embodiments, this embodiment obtains the placement time of the target advertisement uploaded by the first advertising system and the advertising placement status data of the target advertisement uploaded by the second advertising system; wherein, the first advertising system is the advertising system corresponding to the advertising subscription stage; and the second advertising system is the advertising system corresponding to the advertising placement stage.

[0147] If it is determined that the current time falls within the target ad's delivery time and the ad delivery status data indicates that the ad is not in a delivery state, an alarm message will be issued; the alarm message is used to indicate that an ad delivery failure has occurred.

[0148] For example, Figure 4 This is a schematic diagram of the architecture of an advertising push device provided in one embodiment of the present disclosure, as shown below. Figure 4 As shown, the advertising push device can be specifically divided into three systems: the advertising system corresponding to the advertising ordering stage, i.e., the first advertising system in the figure; this first advertising system is used to receive advertising placement order forms provided by various advertising subscribers and uses the order form data received by the first advertising system as the system data corresponding to this system. The advertising system corresponding to the advertising placement stage, i.e., the second advertising system in the figure; this second advertising system is used to push the advertisements indicated by the advertising placement order forms received by the first advertising system to various user terminals, and uses the push data generated by the second advertising system during advertising push as the system data corresponding to this system. The advertising system corresponding to the advertising placement result monitoring stage, i.e., the third advertising system in the figure, can be used to monitor the advertising display status returned by each user terminal in real time, user clicks on advertisements, etc., and uses the data monitored by the third advertising system as the system data corresponding to this system.

[0149] Subsequently, the processing unit in the advertising push device can integrate and process the system data reported by the various advertising systems to obtain the advertising data corresponding to each advertisement. This advertising data indicates the system data during the ordering and delivery processes of the advertisement. Furthermore, to facilitate integration, the advertising data associated with the same advertisement in the system data of each system has the same advertisement identifier. During the integration process, the acquired data can be cleaned and converted in format; this embodiment does not impose specific restrictions. Moreover, the data uploaded by each system can be specified by the processing unit, and the data transmission method used by each system during data upload is also not specifically restricted in this embodiment. For example, asynchronous synchronization can be achieved through a Kafka message queue during data transmission. The first, second, and third advertising systems can each be composed of at least one physical device. In addition, in practical applications, the advertising push device can also be equipped with a display system to display the data corresponding to each advertisement in real time or to display alarm information generated by the processing unit. Furthermore, users can also send control commands to the processing unit in the push system by controlling the display device.

[0150] Furthermore, in this embodiment, the data reported by each advertising system can be combined to monitor the ad delivery. Specifically, in this embodiment, the first advertising system can upload the user-specified delivery time corresponding to the target ad to the processing device in the ad push device, and the second advertising system can be used to upload the delivery status corresponding to the target ad, wherein the delivery status is used to indicate whether the ad is currently in the delivery state.

[0151] If the processing device determines that the target advertisement should be in the delivery state based on the delivery time of the target advertisement transmitted by the first advertising system, but the delivery status data uploaded by the second advertising system indicates that the target advertisement is not in the delivery state, then an alarm message can be sent to the user to notify the user that there is a current advertising delivery failure.

[0152] It is understood that in this embodiment, multiple different delivery systems can be set up in the advertising push device to process data at different stages of the advertising delivery lifecycle. Furthermore, the advertising push device can also combine and verify data corresponding to the same advertisement in different advertising systems to promptly identify delivery failures that occur during the advertising delivery process.

[0153] In this embodiment, the placement ratio coefficient for the first time period is determined by combining the second difference corresponding to the historical time period and the first difference corresponding to the current time period, so as to quickly make up for the missing exposure value of the missing ads. Furthermore, by combining the differential and integral results corresponding to the second difference in the historical time period and the first difference in the current time period, along with the first difference, the placement ratio coefficient for the first time period is dynamically adjusted. This avoids the phenomenon of over-broadcasting exposure value when the placement ratio coefficient is too large, or the phenomenon of slow correction during the correction process. Alternatively, when determining the placement ratio coefficient for the first time period, the difference between the actual and expected exposure values ​​in the current, second, and third time periods can be combined to determine the placement ratio coefficient for the first time period from three aspects: differential, integral, and ratio. This avoids the phenomenon of over-broadcasting exposure value when the placement ratio coefficient is too large, or the phenomenon of slow correction due to a small placement ratio coefficient during the correction process. Moreover, compared to the method of determining the placement ratio coefficient in the above embodiments, the amount of calculation required in the integral process can be reduced, which is beneficial to improving the efficiency of determining the placement ratio coefficient.

[0154] Exemplary media

[0155] After introducing the methods of exemplary embodiments of this disclosure, the following references are made. Figure 5 The storage medium of the exemplary embodiments of this disclosure will be described.

[0156] refer to Figure 5 As shown, the storage medium 50 stores a program product for implementing the above-described method according to an embodiment of the present disclosure. This program product may be a portable compact disc read-only memory (CD-ROM) and includes computer-executable instructions for causing a computing device to execute the advertising push method provided by the present disclosure. However, the program product of the present disclosure is not limited thereto.

[0157] The program product may employ any combination of one or more readable media. A readable medium may be a readable signal medium or a readable storage medium. A readable storage medium may be, for example, but not limited to, an electrical, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination thereof. More specific examples (a non-exhaustive list) of readable storage media include: electrical connections having one or more wires, portable disks, hard disks, random access memory (RAM), read-only memory (ROM), erasable programmable read-only memory (EPROM or flash memory), optical fiber, portable compact disk read-only memory (CD-ROM), optical storage devices, magnetic storage devices, or any suitable combination thereof.

[0158] A readable signal medium may include data signals propagated in baseband or as part of a carrier wave, carrying computer-executed instructions. Such propagated data signals may take various forms, including but not limited to electromagnetic signals, optical signals, or any suitable combination thereof. A readable signal medium may also be any readable medium other than a readable storage medium.

[0159] Computer-executable instructions for performing the operations disclosed herein can be written in any combination of one or more programming languages, including object-oriented programming languages ​​such as Java and C++, and conventional procedural programming languages ​​such as C or similar languages. The computer-executable instructions can be executed entirely on the user's computing device, partially on the user's computing device, partially on a remote computing device, or entirely on a remote computing device or server. In cases involving remote computing devices, the remote computing devices can be connected to the user's computing device via any type of network, including a local area network (LAN) or a wide area network (WAN).

[0160] Exemplary device

[0161] Having introduced the medium of exemplary embodiments of this disclosure, the following references are made to... Figure 6 The advertising push device 600 of the exemplary embodiments of this disclosure will be described to implement the method in any of the above method embodiments. Its implementation principle and technical effect are similar, and will not be repeated here.

[0162] Figure 6 This is a schematic diagram of the structure of an advertising push device provided in an embodiment of the present disclosure, as shown below. Figure 6 As shown, the advertising push device 600 includes:

[0163] The first acquisition module 601 is used to acquire the actual exposure value of the advertisement in the current time period and the expected exposure value in the current time period;

[0164] The first determining module 602 is used to determine the ad placement ratio coefficient in the first time period if the ad is determined to be in a state of insufficient exposure based on the actual exposure value and the expected exposure value. The placement ratio coefficient is used to represent the ratio between the first traffic information and the second traffic information. The first traffic information is the traffic occupied by the ad, and the second traffic information is the sum of the traffic occupied by multiple ads in the placement state. The first time period is the time period after the current time period. The ad placement ratio coefficient in the first time period is greater than the preset placement ratio coefficient of the ad in the first time period.

[0165] The push module 603 is used to push advertisements in the first time period according to the advertising placement ratio coefficient in the first time period.

[0166] In one example, the difference between the expected exposure value and the actual exposure value in the current time period is the first difference; the first difference is positively correlated with the placement difference, which is the difference between the placement ratio coefficient of the advertisement in the first time period and the preset ratio coefficient of the advertisement in the first time period.

[0167] In one example, the first determining module 602 is specifically used to: obtain the actual exposure value of the advertisement in multiple historical time periods and the expected exposure value in multiple historical time periods; determine the difference between the actual exposure value in the historical time period and the expected exposure value in the historical time period as the second difference in the historical time period; and determine the placement ratio coefficient of the advertisement in the first time period based on the second difference and the first difference.

[0168] In one embodiment of this disclosure, the first determining module 602 is specifically used to: perform integration processing on the first difference and the second difference of multiple historical time periods to obtain an integration result; perform differentiation processing on the first difference and the second difference of the second time period to obtain a differentiation result; the second time period is the historical time period corresponding to the previous time period of the current time period; and determine the advertising placement ratio coefficient in the first time period based on the first difference, the integration result and the differentiation result.

[0169] In one embodiment of this disclosure, the first determining module 602 is specifically used to: perform subtraction processing on the first difference and the second difference of the second time period to obtain a third difference; the second time period is the historical time period corresponding to the previous time period of the current time period; determine a fourth difference based on the first difference, the second difference of the second time period, and the second difference of the third time period; the third time period is the previous time period of the second time period; determine the incremental change based on the third difference, the fourth difference, and the first difference; determine the placement ratio coefficient of the current time period, and determine the placement ratio coefficient of the advertisement in the first time period based on the placement ratio coefficient of the current time period and the incremental change.

[0170] In one embodiment of this disclosure, the first acquisition module 601 is specifically used for:

[0171] The system retrieves the number of requests for the ad slot corresponding to the advertisement within a preset time period, the ad slot's exposure rate within the preset time period, the ad's traffic delivery ratio within the preset time period, and the expected proportion coefficient of the ad in the current time period. Here, the number of requests represents the total number of display requests corresponding to the ad slot; the exposure rate represents the proportion of actual responded display requests in the total number; the traffic delivery ratio represents the ratio of the total order traffic corresponding to the ad to the sum of the total order traffic corresponding to multiple ads currently in the delivery state; and the expected proportion coefficient is the ratio of the expected traffic occupied by the ad in the current time period to the total order traffic corresponding to the ad. The preset time period includes the current time period.

[0172] The expected exposure value of the ad in the current time period is determined based on the number of requests for the ad slot within the preset time period, the exposure rate of the ad slot within the preset time period, the proportion of traffic delivered to the ad within the preset time period, and the expected proportion coefficient of the ad in the current time period.

[0173] In one embodiment of this disclosure, the device further includes: a second determining module, configured to determine the remaining placement ratio coefficient in the first time period based on the placement ratio coefficient of the advertisement in the first time period; and a third determining module, configured to determine the placement ratio coefficient of the remaining advertisement in the current time period, and to determine the placement ratio coefficient of the remaining advertisement in the first time period based on the remaining placement ratio coefficient in the first time period and the placement ratio coefficient of the remaining advertisement in the current time period, wherein the remaining advertisement is the remaining advertisement that is not in a state of insufficient exposure value.

[0174] In one embodiment of this disclosure, the device further includes: a second acquisition module, configured to acquire the placement time of the target advertisement uploaded by the first advertising system and the advertising placement status data of the target advertisement uploaded by the second advertising system; wherein the first advertising system is the advertising system corresponding to the advertising subscription stage; and the second advertising system is the advertising system corresponding to the advertising placement stage; and an alarm module, configured to issue an alarm message if it is determined that the current time is within the placement time of the target advertisement and the advertising placement status data indicates that the target advertisement is not in a placement state; the alarm message is used to indicate that an advertising placement failure has occurred.

[0175] The advertising push device provided in this embodiment includes a first acquisition module for acquiring the actual exposure value of an advertisement in the current time period and the expected exposure value in the current time period; a first determination module for determining the placement ratio coefficient of the advertisement in the first time period if it is determined that the advertisement is in a state of insufficient exposure value based on the actual exposure value and the expected exposure value; the placement ratio coefficient is used to characterize the ratio between first traffic information and second traffic information, where the first traffic information is the traffic occupied by the advertisement and the second traffic information is the sum of the traffic occupied by multiple advertisements in the placement state; the first time period is the time period following the current time period; the placement ratio coefficient of the advertisement in the first time period is greater than the preset placement ratio coefficient of the advertisement in the first time period; and a push module for pushing the advertisement in the first time period according to the placement ratio coefficient of the advertisement in the first time period. By increasing the placement ratio coefficient of the advertisement in the first time period, the above device can automatically increase the exposure value of advertisements with insufficient exposure value without requiring real-time monitoring and adjustment by humans, thereby improving the processing efficiency of compensating for insufficient advertisement exposure value and bringing a better user experience.

[0176] Exemplary computing device

[0177] Having described the methods, media, and apparatus of exemplary embodiments of this disclosure, the following references... Figure 7A computing device according to an exemplary embodiment of the present disclosure will be described.

[0178] Figure 7 The computing device 70 shown is merely an example and should not be construed as limiting the functionality and scope of the embodiments disclosed herein.

[0179] like Figure 7 As shown, the computing device 70 is presented in the form of a general-purpose computing device. The components of the computing device 70 may include, but are not limited to: at least one processing unit 701, at least one storage unit 702, and a bus 703 connecting different system components (including the processing unit 701 and the storage unit 702). The at least one storage unit 702 stores computer-executable instructions; the at least one processing unit 701 includes a processor that executes the computer-executable instructions to implement the methods described above.

[0180] The 703 bus includes a data bus, a control bus, and an address bus.

[0181] Storage unit 702 may include readable media in the form of volatile memory, such as random access memory (RAM) 7021 and / or cache memory 7022, and may further include readable media in the form of non-volatile memory, such as read-only memory (ROM) 7023.

[0182] Storage unit 702 may also include a program / utility 7025 having a set (at least one) program module 7024, such program module 7024 including but not limited to: operating system, one or more application programs, other program modules and program data, each or some combination of these examples may include an implementation of a network environment.

[0183] The computing device 70 can also communicate with one or more external devices 704 (e.g., keyboard, pointing device, etc.). This communication can be performed via the input / output (I / O) interface 705. Furthermore, the computing device 70 can also communicate with one or more networks (e.g., local area network (LAN), wide area network (WAN), and / or public networks, such as the Internet) via a network adapter 706. Figure 7 As shown, network adapter 706 communicates with other modules of computing device 70 via bus 703. It should be understood that, although not shown in the figure, other hardware and / or software modules may be used in conjunction with computing device 70, including but not limited to: microcode, device drivers, redundant processing units, external disk drive arrays, RAID systems, tape drives, and data backup storage systems.

[0184] It should be noted that although several units / modules or sub-units / modules of the advertising push device have been mentioned in the detailed description above, this division is merely exemplary and not mandatory. In fact, according to embodiments of this disclosure, the features and functions of two or more units / modules described above can be embodied in one unit / module. Conversely, the features and functions of one unit / module described above can be further divided and embodied by multiple units / modules.

[0185] Furthermore, although the operations of the methods disclosed herein are described in a specific order in the accompanying drawings, this does not require or imply that these operations must be performed in that specific order, or that all of the operations shown must be performed to achieve the desired result. Additionally or alternatively, certain steps may be omitted, multiple steps may be combined into one step, and / or one step may be broken down into multiple steps.

[0186] While the spirit and principles of this disclosure have been described with reference to several specific embodiments, it should be understood that this disclosure is not limited to the disclosed specific embodiments, and the division of aspects does not imply that features in these aspects cannot be combined for benefit; such division is merely for convenience of expression. This disclosure is intended to cover various modifications and equivalent arrangements included within the spirit and scope of the appended claims.

Claims

1. An advertising push method, comprising: Obtain the actual exposure value of the advertisement during the current time period and the expected exposure value during the current time period; If, based on the actual exposure value and the expected exposure value within the current time period, it is determined that the advertisement is in a state of insufficient exposure, then the placement ratio coefficient of the advertisement in the first time period is determined. The delivery ratio coefficient is used to characterize the ratio between the first traffic information and the second traffic information. The first traffic information is the traffic occupied by the advertisement, and the second traffic information is the sum of the traffic occupied by multiple advertisements in the delivery state. The first time period is the time period following the current time period; The advertising placement ratio coefficient in the first time period is greater than the preset placement ratio coefficient of the advertising in the first time period. During the first time period, the advertisement is pushed according to the placement ratio coefficient of the advertisement during the first time period; The difference between the expected exposure value and the actual exposure value in the current time period is the first difference; the first difference is positively correlated with the placement difference, and the placement difference is the difference between the placement ratio coefficient of the advertisement in the first time period and the preset ratio coefficient of the advertisement in the first time period. Determining the placement ratio of the advertisement in the first time period includes: Obtain the actual exposure value of the advertisement in multiple historical time periods and the expected exposure value in multiple historical time periods; The difference between the actual exposure value and the expected exposure value within the historical period is determined as the second difference value for the historical period. Based on the second difference and the first difference, the placement ratio coefficient of the advertisement in the first time period is determined; Each time period has a corresponding expected exposure value.

2. The method according to claim 1, wherein determining the placement ratio coefficient of the advertisement in the first time period based on the second difference and the first difference includes: The first difference is integrated with the second differences from multiple historical time periods to obtain the integral result. The first difference and the second difference in the second time period are differentiated to obtain the differential result. The second time period is the historical time period corresponding to the previous time period of the current time period; Based on the first difference, the integral result, and the differential result, the placement ratio coefficient of the advertisement in the first time period is determined.

3. The method according to claim 1, wherein determining the placement ratio coefficient of the advertisement in the first time period based on the second difference and the first difference includes: The third difference is obtained by subtracting the first difference from the second difference in the second time period. The second time period is the historical time period corresponding to the previous time period of the current time period; The fourth difference is determined based on the first difference, the second difference in the second time period, and the second difference in the third time period; The third time period is the period preceding the second time period; The incremental change is determined based on the third difference, the fourth difference, and the first difference; Determine the placement ratio coefficient for the current time period, and based on the placement ratio coefficient for the current time period and the incremental change, determine the placement ratio coefficient for the advertisement in the first time period.

4. The method according to claim 1, obtaining the expected exposure value of the advertisement in the current time period, includes: The system obtains the number of requests for the ad slot corresponding to the advertisement within a preset time period, the exposure rate of the ad slot within the preset time period, the traffic delivery ratio of the advertisement within the preset time period, and the expected proportion coefficient of the advertisement in the current time period. The number of requests represents the total number of display requests corresponding to the ad slot; the exposure rate represents the proportion of actual responded display requests in the total number; the traffic delivery ratio represents the ratio of the total order traffic corresponding to the advertisement to the sum of the total order traffic corresponding to multiple advertisements currently in the delivery state; the expected proportion coefficient is the ratio of the expected traffic occupied by the advertisement in the current time period to the total order traffic corresponding to the advertisement; and the preset time period includes the current time period. The expected exposure value of the advertisement in the current time period is determined based on the number of requests for the advertisement slot within the preset time period, the exposure rate of the advertisement slot within the preset time period, the proportion of traffic delivered by the advertisement within the preset time period, and the expected proportion coefficient of the advertisement in the current time period.

5. The method according to claim 1, further comprising: Based on the advertising placement ratio coefficient in the first time period, determine the remaining placement ratio coefficient in the first time period; Determine the remaining ad placement ratio coefficient in the current time period, and based on the remaining placement ratio coefficient in the first time period and the remaining ad placement ratio coefficient in the current time period, determine the remaining ad placement ratio coefficient in the first time period, wherein the remaining ads are the remaining ads that are not in a state of insufficient exposure.

6. The method according to any one of claims 1-5, further comprising: The system acquires the placement time of the target advertisement uploaded by the first advertising system and the advertising placement status data of the target advertisement uploaded by the second advertising system; wherein, the first advertising system is the advertising system corresponding to the advertising subscription stage; and the second advertising system is the advertising system corresponding to the advertising placement stage. If it is determined that the current time falls within the target advertisement's delivery time and the advertisement delivery status data indicates that the target advertisement is not in a delivery state, an alarm message is issued; the alarm message is used to indicate that an advertisement delivery failure has occurred.

7. An advertising push device, comprising: The first acquisition module is used to acquire the actual exposure value of the advertisement in the current time period and the expected exposure value in the current time period; The first determining module is used to determine the placement ratio coefficient of the advertisement in the first time period if it is determined that the advertisement is in a state of insufficient exposure value based on the actual exposure value and the expected exposure value. The delivery ratio coefficient is used to characterize the ratio between the first traffic information and the second traffic information. The first traffic information is the traffic occupied by the advertisement, and the second traffic information is the sum of the traffic occupied by multiple advertisements in the delivery state. The first time period is the time period following the current time period; The advertising placement ratio coefficient in the first time period is greater than the preset placement ratio coefficient of the advertising in the first time period. The push module is used to push the advertisement according to the placement ratio coefficient of the advertisement in the first time period. The difference between the expected exposure value and the actual exposure value in the current time period is the first difference; the first difference is positively correlated with the placement difference, and the placement difference is the difference between the placement ratio coefficient of the advertisement in the first time period and the preset ratio coefficient of the advertisement in the first time period. The first determining module is specifically used for: Obtain the actual exposure value of the advertisement in multiple historical time periods and the expected exposure value in multiple historical time periods; The difference between the actual exposure value and the expected exposure value within the historical period is determined as the second difference value for the historical period. Based on the second difference and the first difference, the placement ratio coefficient of the advertisement in the first time period is determined; Each time period has a corresponding expected exposure value.

8. The apparatus according to claim 7, wherein the first determining module is specifically used for: The first difference is integrated with the second differences from multiple historical time periods to obtain the integral result. The first difference and the second difference in the second time period are differentiated to obtain the differential result. The second time period is the historical time period corresponding to the previous time period of the current time period; Based on the first difference, the integral result, and the differential result, the placement ratio coefficient of the advertisement in the first time period is determined.

9. The apparatus according to claim 7, wherein the first determining module is specifically used for: The first difference and the second difference of the second time period are subtracted to obtain the third difference; the second time period is the historical time period corresponding to the previous time period of the current time period; The fourth difference is determined based on the first difference, the second difference in the second time period, and the second difference in the third time period; The third time period is the period preceding the second time period; The incremental change is determined based on the third difference, the fourth difference, and the first difference; Determine the placement ratio coefficient for the current time period, and based on the placement ratio coefficient for the current time period and the incremental change, determine the placement ratio coefficient for the advertisement in the first time period.

10. The apparatus according to claim 7, wherein the first acquisition module is specifically used for: The system obtains the number of requests for the ad slot corresponding to the ad within a preset time period, the exposure rate of the ad slot within the preset time period, the proportion of traffic delivered to the ad within the preset time period, and the expected proportion coefficient of the ad within the current time period, wherein... The number of requests is used to represent the total number of display requests corresponding to the ad slot; The exposure rate represents the proportion of actual response display requests in the total number; the delivery traffic ratio represents the ratio of the total order traffic corresponding to the advertisement to the sum of the total order traffic corresponding to multiple advertisements in the delivery state. The expected proportion coefficient is the ratio of the expected traffic occupied by the advertisement in the current time period to the total order traffic corresponding to the advertisement; the preset time period includes the current time period; The expected exposure value of the advertisement in the current time period is determined based on the number of requests for the advertisement slot within the preset time period, the exposure rate of the advertisement slot within the preset time period, the proportion of traffic delivered by the advertisement within the preset time period, and the expected proportion coefficient of the advertisement in the current time period.

11. The apparatus according to claim 7, further comprising: The second determining module is used to determine the remaining delivery ratio coefficient in the first time period based on the delivery ratio coefficient of the advertisement in the first time period. The third determining module is used to determine the remaining advertising placement ratio coefficient in the current time period, and to determine the remaining advertising placement ratio coefficient in the first time period based on the remaining placement ratio coefficient in the first time period and the remaining advertising placement ratio coefficient in the current time period, wherein the remaining advertising refers to the remaining advertising that is not in a state of insufficient exposure value.

12. The apparatus according to any one of claims 7-11, further comprising: The second acquisition module is used to acquire the placement time of the target advertisement uploaded by the first advertising system and the advertising placement status data of the target advertisement uploaded by the second advertising system; wherein, the first advertising system is the advertising system corresponding to the advertising subscription stage; and the second advertising system is the advertising system corresponding to the advertising placement stage. The alarm module is used to issue an alarm message if it is determined that the current time is within the delivery time of the target advertisement and the advertisement delivery status data indicates that the target advertisement is not in the delivery state; the alarm message is used to indicate that an advertisement delivery failure has occurred.

13. A computing device, comprising: At least one processor; and a memory communicatively connected to the at least one processor; The memory stores instructions executable by the at least one processor, which, when executed by the at least one processor, cause the computing device to perform the advertising push method as described in any one of claims 1 to 6.

14. A computer-readable storage medium comprising: The computer-readable storage medium stores computer-executable instructions, which, when executed by a processor, implement the method as described in any one of claims 1 to 6.

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