Methods, devices, equipment and storage media for determining advertising placement parties

Abstract

This application provides a method, apparatus, device, and storage medium for determining advertisers, relating to the field of advertising attribution technology. The method includes: prioritizing the types of advertising channels delivered to users to obtain a priority ranking result; wherein the advertising channel types include: advertising placement, on-the-ground promotion, and marketing campaign; based on the priority ranking result, performing external channel attribution on the advertising channels accessed by the user to obtain the placement type of the advertising channel; and based on the placement type of the advertising channel, performing in-channel media attribution on the advertising channels accessed by the user to obtain the advertiser of the advertising channel. By constructing a universally applicable and reasonable advertising attribution system, accurate attribution for advertisers in multi-channel advertising is achieved, improving the rationality and accuracy of multi-channel attribution.

Description

Technical Field

[0001] This application relates to the field of advertising attribution technology, and more specifically, to a method, apparatus, device, and storage medium for determining advertising placement. Background Technology

[0002] With the popularization and development of the internet, businesses utilize various channels when placing advertisements, such as feed ads, CPA (Cost Per Action) ads, app store ads, and various marketing campaigns and on-the-ground promotions, all of which reach users. When a user sees an ad and downloads or registers, it's crucial to accurately determine which advertising channel had the greatest impact on the user's download and registration. The success of this download / registration and subsequent conversions should be attributed to that channel.

[0003] Currently, there are four commonly used advertising attribution algorithms: first-time attribution, last-time attribution, average attribution, and time decay attribution. When a user sees an ad and downloads or registers, due to the complexity of advertising channels, multiple channels often reach the same user. None of the above solutions can accurately and effectively determine which channel reached the user, i.e., which had the greatest impact on the user's download and registration. Summary of the Invention

[0004] In view of this, the purpose of this application is to provide an advertising placement method, apparatus, device and storage medium. By prioritizing multiple advertising channels placed by a user and following the inter-level priority, then performing external channel attribution (last attribution and retrospective attribution) within the same priority, and finally performing media attribution within the channel, a universal and reasonable advertising attribution system is constructed. This enables advertisers to accurately attribute their ads across multiple channels, thereby solving the aforementioned technical problem of "being unable to accurately and effectively determine which channel has reached the user, i.e., has the greatest impact on user downloads and registrations".

[0005] In a first aspect, embodiments of this application provide a method for determining an advertising advertiser, the method comprising:

[0006] The types of advertising channels delivered to users are prioritized to obtain a priority ranking result; among them,

[0007] The advertising channel types include: ad placement, on-the-ground promotion, and marketing campaigns; based on the aforementioned advantages...

[0008] The ranking results are used to perform external channel attribution on the advertising channels accessed by the user, obtaining the delivery type of the five advertising channels; based on the delivery type of the advertising channels, the advertising channels accessed by the user are then...

[0009] In-channel media attribution reveals the advertisers for the aforementioned advertising channels.

[0010] In the above implementation process, after prioritizing the multiple advertising channels delivered to the user and following the inter-level priority, the external channels within the same priority are then used for final attribution and retrospective attribution.

[0011] Therefore, in-channel media attribution was finally conducted, and a universal and reasonable advertising attribution system was built, which enabled advertisers to accurately attribute their ads across multiple channels and improved the rationality and accuracy of multi-channel attribution.

[0012] Optionally, the advertising placement categories include: feed ads, CPA settlement ads, search ads, and app store ads; the ground promotion categories include: offline personnel promotion ads; and the marketing activity categories include: share link ads.

[0013] 5. In the above implementation process, by defining information flow ads, CPA settlement ads, search ads, and app store ads as ad placement categories, offline personnel promotion ads as ground promotion categories, and shared link ads as marketing campaign categories, it is easier to quickly filter out the types of ads to be placed, and then quickly perform priority classification, external channel attribution, and internal channel media attribution, thereby improving the efficiency and accuracy of multi-channel final attribution.

[0014] Optionally, the step of prioritizing the types of advertising channels used by the user to obtain a priority ranking result includes: determining the ground promotion type of the advertising channel as high priority; and determining the advertising placement type and marketing activity type of the advertising channel as low priority, so as to obtain a priority ranking result.

[0015] In the above implementation process, by roughly dividing the ads displayed to users into two priority categories—high priority and low priority—ads of different priorities can be further optimized.

[0016] The different attribution methods are targeted and facilitate quick and easy attribution of external channels and media within channels, improving the efficiency and accuracy of multi-channel final attribution.

[0017] Optionally, the step of attributing external channels to the advertising channels reached by the user based on the priority ranking result to obtain the delivery type of the advertising channels includes: based on the priority ranking result...

[0018] The result determines the priority of the advertising channels reached by the user; if advertising channel 5 is determined to be of high priority, then the placement type for high-priority advertising channels is determined to be ground promotion; if the user...

[0019] If the advertising channels reached are of low priority, then the last-to-last and retrospective attribution of the advertising channels reached by the user will be performed to obtain the delivery type of the low-priority advertising channels.

[0020] In the above implementation process, by sorting the results according to priority, it is determined which priority level the advertising channel reached by the user belongs to. Based on the priority, the external channel attribution for the form of ground promotion advertising is performed, as well as the external channel attribution for the form of information flow advertising, CPA settlement advertising, search advertising, app store advertising, and marketing campaign advertising. This facilitates and quickly determines the form of advertising, improving the efficiency and accuracy of multi-channel attribution.

[0021] Optionally, the step of performing last-click and retrospective attribution on the advertising channels reached by the user to obtain the delivery type of low-priority advertising channels includes: performing last-click attribution on the advertising channels reached by the user to determine the type of the advertising channel that the user last clicked or effectively reached as a low-priority advertising channel.

[0022] The initial delivery type corresponding to the channel; the initial delivery type corresponding to the advertising delivery type in the low-priority advertising channels is traced back and attributed to determine the advertising channel type that was effectively reached within a preset time period after the user installed the advertising channel delivery platform, and thus determined as the delivery type of the low-priority advertising channel.

[0023] 0. In the above implementation process, the advertising channels reached by the user are prioritized and then...

[0024] External channel attribution, which combines attribution and retrospective attribution, facilitates the rapid determination of advertising placement methods and improves the efficiency and accuracy of multi-channel attribution.

[0025] Optionally, the step of attributing the advertising channels reached by the user to in-channel media based on the delivery type of the advertising channel to obtain the advertiser of the advertising channel includes: determining the corresponding advertising channel type for the advertising channels reached by the user based on the delivery type of the advertising channel 5; if the advertising...

[0026] If the channel type is advertising placement, the advertiser of the advertising channel is identified as the advertiser who has effectively reached the target audience; if the advertising channel type is ground promotion, the advertiser of the advertising channel is identified as the promotional advertiser; if the advertising channel type is marketing campaign, the advertiser of the advertising channel is identified as the application carrying the advertising link.

[0027] In the above implementation process, after determining the form of advertising channel placement, different media attribution methods are applied to each type of advertising channel reached by the user, thereby determining the final specific advertiser or advertising placement party. A reasonable set of advertiser attribution methods for multi-channel advertising placement is defined, which can be universally applied to advertisers who place advertisements on general multi-channel platforms, thereby improving the efficiency and accuracy of multi-channel attribution.

[0028] Optionally, the effective reach includes: effective exposure, effective playback, and click; the effective exposure includes exposure lasting more than 3 seconds; the effective playback includes playback lasting more than 3 seconds.

[0029] In the above implementation process, using effective exposure / effective playback as the threshold for reaching an audience in the information flow channel is not applicable to ground promotion and marketing, but is only applied in some advertising formats of the advertising placement category. Defining the threshold for reaching an audience in a more accurate and reliable way helps to improve the accuracy of attribution and avoids errors caused by including fleeting ad reach in the attribution.

[0030] Secondly, embodiments of this application provide an advertising placement determination device, the device comprising: a priority division module, used to prioritize the types of advertising channels delivered to users and obtain a priority ranking result; wherein, the advertising channel types include: advertising placement type, ground promotion type, and marketing activity type; an external attribution module, used to perform external channel attribution on the advertising channels accessed by users based on the priority ranking result and obtain the placement type of the advertising channels; and an internal attribution module, used to perform in-channel media attribution on the advertising channels accessed by users based on the placement type of the advertising channels and obtain the advertising placement owner of the advertising channels.

[0031] Thirdly, embodiments of this application also provide an electronic device, including: a processor and a memory, wherein the memory stores machine-readable instructions executable by the processor, and when the electronic device is running, the machine-readable instructions are executed by the processor to perform the steps of the above-described method.

[0032] Fourthly, embodiments of this application provide a computer-readable storage medium storing a computer program, which, when executed by a processor, performs the steps of the above-described method.

[0033] To make the above-mentioned objectives, features and advantages of this application more apparent and understandable, specific embodiments are described below in conjunction with the accompanying drawings. Attached Figure Description

[0034] To more clearly illustrate the technical solutions of the embodiments of this application, the accompanying drawings used in the embodiments of this application will be briefly introduced below. It should be understood that the following drawings only show some embodiments of this application and should not be regarded as a limitation of the scope. For those skilled in the art, other related drawings can be obtained based on these drawings without creative effort.

[0035] Figure 1 A flowchart illustrating a method for determining an advertising provider, as provided in this application embodiment;

[0036] Figure 2 A schematic diagram of the functional modules of an advertising placement determination device provided in an embodiment of this application;

[0037] Figure 3 A block diagram of an electronic device that provides an advertising placement determination device for embodiments of this application.

[0038] Icons: 210 - Priority partitioning module; 220 - External attribution module; 230 - Internal attribution module; 300 - Electronic device; 311 - Memory; 312 - Memory controller; 313 - Processor; 314 - Peripheral interface; 315 - Input / output unit; 316 - Display unit. Detailed Implementation

[0039] The technical solutions of the embodiments of this application will be clearly and completely described below with reference to the accompanying drawings. Obviously, the described embodiments are only a part of the embodiments of this application, and not all of the embodiments. The components of the embodiments of this application described and shown in the accompanying drawings can generally be arranged and designed in various different configurations. Therefore, the following detailed description of the embodiments of this application provided in the accompanying drawings is not intended to limit the scope of the claimed application, but merely represents selected embodiments of this application. All other embodiments obtained by those skilled in the art based on the embodiments of this application without inventive effort are within the scope of protection of this application.

[0040] It should be noted that similar reference numerals and letters in the following figures indicate similar items; therefore, once an item is defined in one figure, it does not need to be further defined and explained in subsequent figures. The terms "comprising," "including," or any other variations thereof are intended to cover non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements includes not only those elements but also other elements not expressly listed, or elements inherent to such a process, method, article, or apparatus. Unless otherwise specified, an element defined by the phrase "comprising one..." does not exclude the presence of other identical elements in the process, method, article, or apparatus that includes said element. The terms "first," "second," etc., are used only to distinguish descriptions and should not be construed as indicating or implying relative importance.

[0041] Before introducing the embodiments of this application, a brief introduction to the technical concepts involved in this application will be given.

[0042] Advertising Channels: Businesses can choose different marketing and promotion platforms based on their product characteristics and user profiles, leveraging the features and content traffic allocation of different platforms to achieve the desired promotional effect. These can specifically include offline and online channels. Offline channels can include: 1. Print media advertising: traditional newspaper or magazine ads; 2. Radio advertising: city FM or music FM radio; 3. Television advertising: traditional television stations such as major satellite channels, including print ads, interviews, program sponsorships, etc.; 4. Outdoor advertising: bus body advertising, subway screens, elevator screens, highway billboards, etc.; 5. Ground promotion. Online channels can include: 1. Search engine advertising; 2. Various web page ads: such as portal websites, news web pages, etc., most of which have ad slots, mostly banner ads in specific locations; 3. Feed ads: ads displayed on social media platforms, news platforms, video platforms, etc.; 4. App store market ads; 5. Pre-installed apps: mobile phone manufacturers; 6. In-app ads: splash screen ads, interstitial ads, incentivized ad walls, etc.; 7. Official self-media platform ads, official continuous operation; 8. KOL marketing: similar to the previous channel, but it involves hiring others to advertise or promote for you; 9. Forum and community marketing.

[0043] Reach: The target user group that can be reached by an advertisement placed on a channel.

[0044] Advertising attribution algorithms commonly use four types: first-time attribution, last-time attribution, average attribution, and time-decay attribution. First-time attribution attributes every conversion gain to the first touchpoint in the conversion path, giving it a 100% contribution, while the rest are considered 0%. Last-time attribution, conversely, considers the conversion solely related to the last touchpoint in the conversion path, thus assigning it a 100% contribution, with the rest being 0%. Average attribution distributes the contribution of the conversion evenly among all touchpoints. Time-decay attribution distributes the contribution to each touchpoint in descending order of time from the conversion time, with the touchpoint furthest from the conversion time contributing the least. A touchpoint (TP) is a defined placement point in the advertising process. A link road (LR) is a path composed of a series of touchpoints, generated according to the chronological order in which users visit these touchpoints. If a user converts (purchases, clicks, etc.) at the last touchpoint in the link road, the link road is considered a conversion link; otherwise, it is considered a non-conversion link.

[0045] The inventors of this application have observed that when companies place advertisements across various channels, such as feed ads, CPA ads, app store ads, and various marketing campaigns and on-the-ground promotions, all of these reach users. When a user sees an ad and downloads or registers, it is crucial to accurately determine which advertising channel had the greatest impact on the user's download and registration. This download, registration, and subsequent conversion should be attributed to that channel. Due to the complexity of advertising channels, multiple channels often reach the same user, but not every user will download immediately upon seeing an ad. Many users develop an impression after being repeatedly exposed to the ad and actively search for and download from other channels after a certain time interval. However, even users who click to download immediately upon seeing an ad are not necessarily driven to download by the specific channel they were exposed to. Therefore, this application provides the following method for determining the advertising provider, used for attribution in multi-channel advertising placement.

[0046] Please see Figure 1 , Figure 1 This is a flowchart illustrating a method for determining an advertiser, as provided in an embodiment of this application. The method includes steps 100, 120, and 140.

[0047] Step 100: Prioritize the types of advertising channels delivered to users and obtain priority ranking results; among which, advertising channel types include: advertising placement, on-the-ground promotion, and marketing campaigns;

[0048] Step 120: Based on the priority ranking results, perform external channel attribution on the advertising channels reached by users to obtain the delivery type of the advertising channels;

[0049] Step 140: Based on the advertising channel's delivery type, perform in-channel media attribution on the advertising channels reached by users to obtain the advertising channel's advertiser.

[0050] For example, external channel attribution can be achieved by performing last-time attribution and retrospective attribution among multiple advertising channels based on their priority, thereby determining the advertising channel's delivery type or form from among the multiple advertising channels, such as: ground promotion, news feed, search, app store, marketing campaigns, etc. Last-time attribution is similar to the last-time attribution described in the technical concept above; it can be determined by identifying which channel effectively reached the user before they saw the ad and downloaded / registered, and then attributing the result to that channel. Retrospective attribution can be achieved by tracing back a certain time based on last-time attribution to determine which channel effectively reached the user, and then attributing the result to the advertising channel where the effective reach occurred most recently. In-channel media attribution can be achieved by attributing multiple advertising delivery types (ad placement, ground promotion, and marketing campaigns) to a specific advertiser, media owner, or advertising platform, based on external channel attribution, such as: company A, company B, company C, company D, company E, company F, ground promotion promoters, CPA advertising agencies, applications linked to marketing campaigns, etc. Advertising placement, on-the-ground promotion, and marketing campaign can be categorized as several common advertising channel forms or types derived from the analysis and classification of advertisements delivered to users.

[0051] Optionally, the types of advertising channels, such as ad placement, on-the-ground promotion, and marketing campaigns, that are delivered to users are prioritized to obtain a priority ranking. The ads delivered to users are first attributed to the higher priority level, and then to the lower priority level. The channel (information flow, search, store, etc.) of a certain ad format is determined by the last click and retrospective attribution. Each format is further divided into many advertisers (e.g., company A, company B, company C, company D, company E, company F, etc.), and then determined to be a certain advertiser channel according to the media attribution details rules within the channel.

[0052] By prioritizing multiple advertising channels used by users and following the inter-level priority, then performing external channel attribution (last-stage attribution and retrospective attribution) within the same priority, and finally performing media attribution within the channel, a universal and reasonable advertising attribution system has been built. This system enables advertisers to accurately attribute their ads across multiple channels and improves the rationality and accuracy of multi-channel attribution.

[0053] In one embodiment, the advertising categories include: feed ads, CPA-based ads, search ads, and app store ads; the ground promotion category includes: offline personnel promotion ads; and the marketing campaign category includes: share link ads.

[0054] For example, ad placement can be common search engine ads from companies A and B, app store ads from companies C and D, in-feed ads from companies E and F (such as social media ads, news media ads, and video platform ads), and CPA (cost per acquisition) ads, etc. Offline promotion ads can be ads that guide users to install and register through offline promotion. Marketing campaign ads can be referral ads or links to activities that involve asking others to advertise or promote your product / service.

[0055] By defining three basic advertising channels—in-feed ads, CPA-based ads, search ads, and app store ads—as ad placement categories, offline promotion ads as ground promotion categories, and share link ads as marketing campaign categories, it is easier to quickly filter out the types of ads to be placed, and then quickly prioritize, attribute external channels, and attribute media within channels, thereby improving the efficiency and accuracy of multi-channel final attribution.

[0056] In one embodiment, step 100 may include steps 101 and 102.

[0057] Step 101: Prioritize ground promotion channels among advertising channel types;

[0058] Step 102: Determine the "Ad Placement" and "Marketing Campaign" categories as low priority in the advertising channel types to obtain the priority ranking results.

[0059] For example, the ads delivered to users can be roughly divided into two priorities: a first priority and a second priority ranking result, with the first priority taking precedence over the second priority. That is, the first priority can be high priority, and the second priority can be low priority. The first priority can be: offline promotional ads, while the second priority can be: common search engine ads from companies A and B, common app store display ads from companies C and D, common feed ads from companies E and F on various platforms, CPA settlement ads, marketing campaign ads, and other ads other than offline promotional ads.

[0060] By categorizing user ads into two priority levels, high and low, different attribution methods can be applied to ads of different priorities. This targeted approach facilitates quick and easy attribution of external channels and media within channels, improving the efficiency and accuracy of multi-channel final attribution.

[0061] In one embodiment, step 120 may include steps 121, 122 and 123.

[0062] Step 121: Based on the priority ranking results, determine the corresponding priority of the advertising channels that reach the user;

[0063] Step 122: If the advertising channel reached by the user is determined to be of high priority, then the placement type of the high priority advertising channel is determined to be ground promotion;

[0064] Step 123: If the advertising channel reached by the user is determined to be of low priority, then perform last-stage attribution and retrospective attribution on the advertising channel reached by the user to obtain the delivery type of the low-priority advertising channel.

[0065] For example, based on the priority ranking results of steps 101-102, the priority level of the advertising channel reached by the user is determined. If it is the first priority, i.e., the advertisement is a ground promotion type, as long as it is brought by ground promotion through methods such as scanning QR codes, it is considered a ground promotion regardless of whether there was actual ad reach or tracing. If it is the second priority, i.e., the advertisement is an ad placement type or a marketing campaign type, the channel to which the user last clicked (search ad, CPA, etc.) / effectively reached (information feed) is the channel to which the user is attributed. However, because there are certain flaws in the volume attributed to the app store when the user performs a self-directed search and download in the app store, it is possible that the user was reached by an advertising channel before searching. Therefore, if the last click is attributed to the app store, tracing is required. If the user has been effectively reached by the information feed channel or clicked by other channels within 60 minutes, the user is determined to be attributed to the advertising channel that most recently reached the user. Marketing campaign ads are classified as second priority. Like other categories such as feed ads and search ads, within this priority level, all categories are assigned to the advertising channel where the last click occurred. Within the second priority channels, if the last click occurred in a feed ad, it's classified as a feed ad; if it occurred in a marketing campaign ad, it's classified as a marketing campaign ad, without distinction from other channels. Retrospective tracking works similarly; downloads and registrations occurring in the store can be traced back 60 minutes, and the approximate channel on which the click occurred is the one to which the app is classified.

[0066] By prioritizing and sorting the results, the system determines which priority level the advertising channels a user reaches belong to. Based on this priority, it performs external channel attribution for various advertising formats, including in-feed ads, CPA settlement ads, search ads, app store ads, and marketing campaigns. This facilitates quick and easy identification of advertising formats and improves the efficiency and accuracy of multi-channel attribution.

[0067] In one embodiment, step 123 may include steps 1231 and 1232.

[0068] Step 1231: Perform last-reaction attribution on the advertising channels reached by the user, so as to determine the type of advertising channel that the user last clicked or effectively reached as the initial delivery type corresponding to the low-priority advertising channel;

[0069] Step 1232: Retrospectively attribute the initial placement type corresponding to the ad placement category in the low-priority ad channels, so as to trace back the time when the user installed the ad channel placement platform and effectively reached the ad channel type within a preset time, and determine it as the placement type of the low-priority ad channel.

[0070] For example, the preset time can be any reasonable time that can be customized according to the actual situation, such as 50 minutes, 60 minutes, 70 minutes, etc. For external channel attribution within the same priority, a combination of last-time attribution and retrospective attribution is used. Last-time attribution can be the last effective contact a user had before registration, attributing the user to the delivery format of that channel. Since feed channels are the largest online advertising channels, they receive more special definition and attention. Taking feed ads as an example, retrospective attribution can be done by tracing back from the last-time attribution for search and app store channels. The purpose is to more scientifically identify users who viewed ads and then actively searched for and downloaded the app or registered for a mini-program. The logic is as follows: based on last-time attribution, search and app store channels trace back the installation time of users attributed to their channels. If the user was effectively contacted by feed channels or other channels within 60 minutes, then the user is determined to be attributed to the delivery format of the advertising channel where the most recent effective contact occurred.

[0071] By prioritizing and combining last-minute and retrospective attribution of advertising channels reached by users, external channel attribution can be performed quickly and easily to determine the form of advertising delivery, thus improving the efficiency and accuracy of multi-channel attribution.

[0072] In one embodiment, step 140 may include steps 1401, 1402, 1403, and 1404.

[0073] Step 1401: Based on the delivery type of the advertising channel, determine the corresponding advertising channel type for the advertising channels that reach the user;

[0074] Step 1402: If the advertising channel type belongs to the advertising placement category, then the advertiser of the advertising channel is identified as the advertiser of the effective advertising channel.

[0075] Step 1403: If the advertising channel type is ground promotion, then the advertiser of the advertising channel is identified as the promotion advertiser;

[0076] Step 1404: If the advertising channel type is a marketing campaign, then the advertiser of the advertising channel is the application carrying the advertising link.

[0077] For example, based on the delivery format of the advertising channels determined in steps 1231-1232, it is determined which of the three basic types the advertising channels that reach the user belong to, and different media attribution methods are applied to each type to determine the final specific advertiser or advertising placement party.

[0078] If the advertising channel type is determined to be advertising placement, there are four situations: (1) For information flow advertising: Since the information flow channel is the largest online advertising placement channel, it is specially defined and more focused. It can make a comprehensive judgment on effective reach such as clicks and plays. The priority of click attribution is greater than that of play attribution. The time window for click attribution can be defined as 7 days, and the effective play attribution is 24 hours. It can be divided into three judgment methods: A. If the click attribution window is within 7 days and the last click occurs in the information flow channel, it is attributed to the information flow channel; B. If the click attribution window is within 7 days and the last click occurs in other media, it is attributed to other media; C. If the click attribution window is within 7 days and the last click does not occur in any media, there are two situations: a. If the effective play attribution is within 24 hours and matches the information flow channel, it is attributed to the information flow channel; b. If the effective play attribution is within 24 hours and does not match any information flow channel, it is attributed to organic traffic. (2) For search advertising: media attribution within the utm_source channel can be performed. That is, the utm parameter is generally used for attribution by default. Among them, utm_source is used to mark the source, indicating which website it comes from. For example, traffic from http: / / www.ichdata.com can be marked as ichdata, such as fb_ads, Google_ads, bing_ads, twitter_ads, etc. For example: utm_source = fb defines that these data come from the fb channel. (3) For app store ads and CPA settlement ads, channel package attribution and in-channel media attribution of the last effective reach can be performed. There are two situations: A. For click ads that redirect to the app store, the attribution is to the ad channel that brought the redirection; B. For store downloads and registrations, trace back 60 minutes. If there is an ad click or effective play from a certain channel, it is attributed to the nearest channel. The above two situations A and B are handled with the same attribution method: Downloads generated by the store, except those from CPA, are traced back 60 minutes before the registration time. If there is an effective reach record of an ad from a certain channel within 60 minutes, it is attributed to the channel closest to the installation time (using device number for tracing correction). Among them, CPA ads are generally ads placed for us by agents. When users click on them, their device ID and other information are recorded. Based on the effective reach of the click, the ID and other information can be obtained and then matched with the backend conversion data. (4) Ad placements that are not of the above types are counted as organic traffic.

[0079] If the advertising channel is determined to be a ground promotion type, there are two situations: (1) pull mini-program, and attribute it through the mini-program promotion code, which has the promoter's parameters; (2) pull APP, and attribute it by matching the user's registered mobile phone number with the mobile phone number entered by the promoter.

[0080] If the advertising channel is determined to be a marketing campaign, media attribution within the channel can be performed by linking the channel parameters carried by the app or mini-program.

[0081] After determining the form of advertising channels, different media attribution methods are applied to each type of advertising channel that users reach, thereby identifying the final specific advertiser or advertising placement party. This provides a reasonable set of advertiser attribution methods for advertising across multiple channels, which can be universally applied to advertisers who typically place ads across multiple channels, improving the efficiency and accuracy of multi-channel attribution.

[0082] In one embodiment, effective reach includes: effective exposure, effective playback, and click; effective exposure includes exposure lasting more than 3 seconds; effective playback includes playback lasting more than 3 seconds.

[0083] For example, before attribution, effective reach can be defined as effective impressions, effective plays, clicks, etc. Effective impressions: an exposure time of more than 3 seconds; effective plays: a playback duration of more than 3 seconds. An effective impression means the ad stays on for more than three seconds; an automatically played video plays for more than three seconds. These two types of effective reach are only used for feed channels, which are the largest online advertising channel and therefore require special definition and attention. For example, during attribution, if a download or registration occurs in the store, going back one hour, if a user sees our ad in a feed ad but only views it...

[0084] Two seconds would not be counted as one exposure according to this standard, nor would it be traced back to this channel. However, if someone sees a five-second exposure, it will be counted as a valid exposure and can be traced back to it.

[0085] Using effective impressions / effective plays as the threshold for reaching an audience in information flow advertising is not applicable to ground promotion and marketing, but is only applied to certain advertising formats in advertising placement. Defining the threshold for reaching an audience in a more accurate and reliable way helps attribution accuracy and avoids errors caused by including fleeting ad reach in the attribution.

[0086] 0 Please see Figure 2 , Figure 2A module for determining an advertising placement device provided in this application embodiment

[0087] The schematic diagram shows that the device includes: a priority division module 210, an external attribution module 220, and an internal attribution module 230.

[0088] Priority classification module 210 is used to prioritize the types of advertising channels delivered to users.

[0089] The results are ranked by priority; the advertising channel types include: advertising placement, ground promotion (category 5), and marketing activities.

[0090] The external attribution module 220 is used to perform external channel attribution on the advertising channels reached by users based on the priority ranking results, and to obtain the delivery type of the advertising channels.

[0091] The internal attribution module 230 is used to perform in-channel media attribution on the advertising channels reached by users based on the type of advertising channel, and to obtain the advertiser of the advertising channel.

[0092] Optionally, advertising types include: feed ads, CPA-based ads, search ads, and more.

[0093] And app store ads; ground promotion includes: offline personnel promotion ads; marketing campaigns include: share link ads.

[0094] Optionally, the priority partitioning module 210 can be used for:

[0095] Prioritize ground-level advertising channels;

[0096] 5. Prioritize advertising placement and marketing campaign types within the advertising channel categories to obtain...

[0097] Priority sorting results.

[0098] Alternatively, the external attribution module 220 can be used for:

[0099] Based on the priority ranking results, determine the corresponding priority of the advertising channels that reach the user;

[0100] If the advertising channel that the user reaches is determined to be of high priority, then the placement type of the high-priority advertising channel will be determined as ground promotion.

[0101] If the advertising channels reached by the user are determined to be of low priority, then the last-order attribution and retrospective attribution are performed on the advertising channels reached by the user to obtain the delivery type of the low-priority advertising channels.

[0102] Alternatively, the external attribution module 220 can be used for:

[0103] Perform last-reaction attribution on the advertising channels reached by users, and determine the type of advertising channel that the user last clicked or effectively reached as the initial delivery type corresponding to the low-priority advertising channel;

[0104] The initial placement type corresponding to the ad placement category in the low-priority ad channels is traced back and attributed to determine the ad channel type that was effectively reached within a preset time period after the user installed the ad channel placement platform, and thus identified as the placement type of the low-priority ad channel.

[0105] Alternatively, the internal attribution module 230 can be used for:

[0106] Based on the type of advertising channel, determine the corresponding advertising channel type for the advertising channels that reach the user;

[0107] If the advertising channel type is advertising placement, then the advertiser of the advertising channel will be identified as the advertiser of the effective advertising channel.

[0108] If the advertising channel type is ground promotion, then the advertiser of the advertising channel will be identified as the promotion advertiser;

[0109] If the advertising channel type is a marketing campaign, then the advertiser of the advertising channel will be the application carrying the advertising link.

[0110] Optionally, effective reach includes: effective exposure, effective playback, and clicks; effective exposure includes exposure lasting more than 3 seconds; effective playback includes playback lasting more than 3 seconds.

[0111] Please see Figure 3 , Figure 3 This is a block diagram of an electronic device. The electronic device 300 may include a memory 311, a memory controller 312, a processor 313, a peripheral interface 314, an input / output unit 315, and a display unit 316. Those skilled in the art will understand that... Figure 3 The structure shown is for illustrative purposes only and does not limit the structure of the electronic device 300. For example, the electronic device 300 may also include components that are more... Figure 3 The more or fewer components shown, or having the same Figure 3 The different configurations shown.

[0112] The aforementioned memory 311, memory controller 312, processor 313, peripheral interface 314, input / output unit 315, and display unit 316 are electrically connected directly or indirectly to achieve data transmission or interaction. For example, these components can be electrically connected to each other through one or more communication buses or signal lines. The aforementioned processor 313 is used to execute executable modules stored in the memory.

[0113] The memory 311 can be, but is not limited to, Random Access Memory (RAM), Read Only Memory (ROM), Programmable Read-Only Memory (PROM), Erasable Programmable Read-Only Memory (EPROM), Electrically Erasable Programmable Read-Only Memory (EEPROM), etc. The memory 311 stores programs, and the processor 313 executes these programs upon receiving execution instructions. The methods executed by the electronic device 300, as defined in any embodiment of this application, can be applied to or implemented by the processor 313.

[0114] The aforementioned processor 313 may be an integrated circuit chip with signal processing capabilities. The processor 313 may be a general-purpose processor, including a Central Processing Unit (CPU), a Network Processor (NP), etc.; it may also be a digital signal processor (DSP), an Application Specific Integrated Circuit (ASIC), a Field-Programmable Gate Array (FPGA), or other programmable logic devices, discrete gate or transistor logic devices, or discrete hardware components. It can implement or execute the methods, steps, and logic block diagrams disclosed in the embodiments of this application. The general-purpose processor may be a microprocessor or any conventional processor.

[0115] The peripheral interface 314 described above couples various input / output devices to the processor 313 and the memory 311. In some embodiments, the peripheral interface 314, the processor 313, and the memory controller 312 can be implemented in a single chip. In other instances, they can be implemented by separate chips.

[0116] The input / output unit 315 described above is used to provide user input data. The input / output unit 315 may be, but is not limited to, a mouse and keyboard.

[0117] The aforementioned display unit 316 provides an interactive interface (e.g., a user interface) for the user to reference between the electronic device 300 and the user. In this embodiment, the display unit 316 may be a liquid crystal display (LCD) or a touch screen display. The LCD or touch screen display can show the process of the processor executing the program.

[0118] The electronic device 300 in this embodiment can be used to perform the various steps in the various methods provided in the embodiments of this application.

[0119] Furthermore, embodiments of this application also provide a computer-readable storage medium storing a computer program, which, when executed by a processor, performs the steps described in the above method embodiments.

[0120] The computer program product of the above-described method provided in this application includes a computer-readable storage medium storing program code. The instructions included in the program code can be used to execute the steps in the above-described method embodiments. For details, please refer to the above-described method embodiments, which will not be repeated here.

[0121] In the embodiments provided in this application, it should be understood that the disclosed apparatus and methods can be implemented in other ways. The apparatus embodiments described above are merely illustrative. For example, the division of modules is only a logical functional division, and in actual implementation, there may be other division methods. Furthermore, multiple units or components may be combined or integrated into another system, or some features may be ignored or not executed. Additionally, the displayed or discussed mutual couplings, direct couplings, or communication connections may be through some communication interfaces; indirect couplings or communication connections between devices or units may be electrical, mechanical, or other forms. The functional modules in the embodiments of this application can be integrated together to form an independent part, or each module can exist independently, or two or more modules can be integrated to form an independent part.

[0122] It should be noted that if the function is implemented as a software module 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 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, a server, or a network device, etc.) to execute all or part of the steps of the methods described in 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.

[0123] In this document, relational terms such as first and second are used only to distinguish one entity or operation from another entity or operation, without necessarily requiring or implying any such actual relationship or order between these entities or operations.

[0124] The above description is merely an embodiment of this application and is not intended to limit the scope of protection of this application. Various modifications and variations can be made to this application by those skilled in the art. Any modifications, equivalent substitutions, improvements, etc., made within the spirit and principles of this application should be included within the scope of protection of this application.

Claims

1. A method for determining an advertising placement provider, characterized in that, The method includes: The types of advertising channels delivered to users are prioritized to obtain a priority ranking result; wherein, the types of advertising channels include: advertising delivery, on-the-ground promotion, and marketing campaigns; Based on the priority ranking results, external channel attribution is performed on the advertising channels reached by users to obtain the delivery type of the advertising channels; Based on the placement type of the advertising channels, media attribution within the advertising channels reached by users is performed to obtain the placement owners of the advertising channels. The step of attributing external channels to the advertising channels accessed by users based on the priority ranking results, and obtaining the delivery type of the advertising channels, includes: Based on the priority ranking results, determine the corresponding priority of the advertising channels reached by the user; If the advertising channel that the user reaches is determined to be of high priority, then the placement type of the high-priority advertising channel will be determined as ground promotion. If the advertising channels reached by the user are determined to be of low priority, then the last-order attribution and retrospective attribution of the advertising channels reached by the user are performed to obtain the delivery type of the low-priority advertising channels. The process of performing last-order and retrospective attribution on the advertising channels accessed by users to obtain the delivery type of low-priority advertising channels includes: Perform last-reaction attribution on the advertising channels reached by users, and determine the type of advertising channel that the user last clicked or effectively reached as the initial delivery type corresponding to the low-priority advertising channel; The initial placement type corresponding to the ad placement category in the low-priority ad channels is traced and attributed to determine the ad channel type that was effectively reached within a preset time period after the user installed the ad channel placement platform, and thus identified as the placement type of the low-priority ad channel.

2. The method according to claim 1, characterized in that, in, The advertising categories include: feed ads, CPA-based ads, search ads, and app store ads; the ground promotion categories include: offline personnel promotion ads; and the marketing campaign categories include: share link ads.

3. The method according to claim 1, characterized in that, The process of prioritizing the types of advertising channels delivered to users and obtaining priority ranking results includes: The ground promotion type among the aforementioned advertising channels is designated as high priority; The advertising placement and marketing campaign categories in the advertising channel types are designated as low priority to obtain priority ranking results.

4. The method according to claim 1, characterized in that, The method of attributing media within the advertising channels reached by users based on the delivery type of the advertising channels to obtain the advertisers of the advertising channels includes: Based on the delivery type of the advertising channel, determine the corresponding advertising channel type for the advertising channel that the user is reached; If the advertising channel type belongs to the advertising placement category, then the advertiser of the advertising channel will be identified as the advertiser of the effective advertising channel. If the advertising channel type is a ground promotion type, then the advertiser of the advertising channel will be identified as the promotion advertiser; If the advertising channel type belongs to the marketing campaign category, then the advertiser of the advertising channel will be the application carrying the advertising link.

5. The method according to any one of claims 1-4, characterized in that, in, The effective reach includes: effective exposure, effective playback, and click; the effective exposure includes exposure with an exposure time of more than 3 seconds; the effective playback includes playback with a playback duration of more than 3 seconds.

6. A device for determining an advertising placement provider, characterized in that, The device includes: The priority classification module is used to classify the types of advertising channels delivered to users into priorities and obtain priority ranking results; wherein, the types of advertising channels include: advertising delivery, ground promotion, and marketing activities; The external attribution module is used to perform external channel attribution on the advertising channels reached by the user based on the priority ranking results, and to obtain the delivery type of the advertising channels. The internal attribution module is used to perform in-channel media attribution on the advertising channels reached by users based on the delivery type of the advertising channels, and to obtain the advertiser of the advertising channels. Specifically, the external attribution module is used for: Based on the priority ranking results, determine the corresponding priority of the advertising channels reached by the user; If the advertising channel that the user reaches is determined to be of high priority, then the placement type of the high-priority advertising channel will be determined as ground promotion. If the advertising channels reached by the user are determined to be of low priority, then the last-order attribution and retrospective attribution of the advertising channels reached by the user are performed to obtain the delivery type of the low-priority advertising channels. Specifically, the internal attribution module is used for: Perform last-reaction attribution on the advertising channels reached by users, and determine the type of advertising channel that the user last clicked or effectively reached as the initial delivery type corresponding to the low-priority advertising channel; The initial placement type corresponding to the ad placement category in the low-priority ad channels is traced and attributed to determine the ad channel type that was effectively reached within a preset time period after the user installed the ad channel placement platform, and thus identified as the placement type of the low-priority ad channel.

7. An electronic device, characterized in that, include: The processor and memory, wherein the memory stores machine-readable instructions executable by the processor, wherein when the electronic device is running, the machine-readable instructions are executed by the processor to perform the steps of the method as described in any one of claims 1 to 5.

8. A computer-readable storage medium, characterized in that, The computer-readable storage medium stores a computer program that, when executed by a processor, performs the steps of the method as described in any one of claims 1 to 5.

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