Advertisement delivery flow regulation and control method and electronic equipment

Abstract

The embodiment of the invention discloses an advertisement delivery flow regulation and control method and electronic equipment, and the method comprises the steps: providing configuration options for carrying out the advertisement flow regulation and control of a plurality of different scenes under multiple dimensions, so as to configure a flow regulation and control plan for a target scene under a target dimension in advance, the traffic regulation and control plan comprises an advertisement budget proportion corresponding to the target scene; according to the total budget information associated with the plurality of advertisement putting plans in the current putting period and the advertisement budget proportion of the target scene, determining the total budget amount of the plurality of advertisement putting plans in the available scene in the target scene in the current putting period; the method comprises the following steps: after an advertisement delivered to a target scene is triggered to be charged, determining a target advertisement delivery plan associated with the advertisement, a total budget amount in the scene corresponding to the target advertisement delivery plan, and a cost consumption amount in the scene of the target advertisement delivery plan; the cost consumption in the scene is the accumulated consumed cost of the target advertisement putting plan in the target scene in the current putting period; and if the cost consumption in the scene of the target advertisement putting plan reaches the total budget amount in the scene, performing offline processing on the target advertisement putting plan in the target scene in the current putting period, so that the advertisement associated with the target advertisement putting plan is not put into the target scene in the current putting period any more. Through the embodiment of the invention, the balance between the platform putting strategy and the advertisement effect can be realized.

Description

Technical Field

[0001] The present application relates to the technical field of flow control, and in particular to an advertisement delivery flow control method and an electronic device. Background Art

[0002] In the product information service system (or "e-commerce platform"), merchant users can not only publish product information in the system, but also increase exposure and traffic of some products by placing advertisements. The so-called "advertising" here refers to the promotion of products or services on the e-commerce platform, which attracts users to click and buy by displaying product pictures, text descriptions, videos, etc. E-commerce advertisements can be placed through search engines, social media, emails and other channels to achieve the purpose of increasing brand awareness, attracting user traffic, and promoting sales.

[0003] Specifically, the platform can usually display advertising products in multiple different channels, and accordingly, it can also provide merchants with advertising delivery methods for different channels. For example, it can include two types such as "search result ads" and "recommendation ads". Merchants can choose to deliver advertisements to any of these channels. For example, if they choose to deliver search result ads, the products they promote will have the opportunity to be displayed in resource locations such as the "first pit" on the product search result page; or, if they choose recommendation ads, the products they promote will have the opportunity to be displayed to consumers in a specific location on the product recommendation page, and so on.

[0004] In addition to placing advertisements on different channels, merchants can also choose more convenient advertising methods such as "smart placement" or "one-click placement". At this time, it means that the merchant has not specified a specific channel, and the platform can display this advertisement on any channel. This way of advertising is simpler and more efficient for merchants, which is conducive to reducing the management cost of the advertising process. However, in this way, the specific channels where the advertisements will be placed are in a "black box" state for merchants. The possible problem is that in addition to the traditional advertising channels such as search and recommendation mentioned above, the platform may also expand some new advertising channels, such as some game interaction-related channels, or points interaction-related channels, etc. If the merchant does not specify a specific channel, the specific advertisement may be displayed on these new channels. However, compared with search, recommendation and other channels, this new channel has relatively low traffic after all. Therefore, the advertisements placed on these channels may also have relatively low indicators such as click-through rate and conversion rate. For merchants, they may feel that they have invested in advertising costs, but the conversion rate is not ideal. Summary of the invention

[0005] The present application provides an advertising delivery traffic control method and an electronic device, which are conducive to achieving a balance between platform delivery strategy and advertising effect.

[0006] This application provides the following solutions:

[0007] A method for regulating advertising traffic, comprising:

[0008] Providing configuration options for performing advertising traffic control on multiple different scenarios under multiple dimensions, so as to pre-configure a traffic control plan for a target scenario under a target dimension, the traffic control plan including: the advertising budget proportion corresponding to the target scenario;

[0009] Determine the total budget amount of the multiple advertising delivery plans available in the target scene in the current delivery cycle according to the total budget information associated with the multiple advertising delivery plans in the current delivery cycle and the advertising budget ratio of the target scene;

[0010] After the advertisement delivered to the target scene is triggered for billing, determine the target advertisement delivery plan associated with the advertisement, the total budget amount in the scene corresponding to the target advertisement delivery plan, and the scene cost consumption amount of the target advertisement delivery plan, where the scene cost consumption amount is the cumulative cost consumed by the target advertisement delivery plan in the target scene during the current delivery cycle;

[0011] If the cost consumption within the scene of the target advertising delivery plan reaches the total budget within the scene, the target advertising delivery plan will be taken offline in the target scene during the current delivery cycle, so that the advertisements associated with the target advertising delivery plan will no longer be delivered to the target scene during the current delivery cycle.

[0012] Among them, the target dimension includes the advertising channel dimension within the commodity information service system, and the configuration option is used to configure the corresponding advertising budget ratio for at least one advertising channel to be used for traffic regulation of the corresponding advertising channel.

[0013] Among them, the target dimension includes different traffic field dimensions within a certain advertising delivery channel within the commodity information service system, and the configuration options are used to configure the corresponding advertising budget ratio for the traffic field. Different traffic fields correspond to different page positions within the relevant pages of the delivery channel.

[0014] The target dimension includes an experimental bucket dimension of a group control experiment related to advertising delivery, and the configuration option is used to configure an average advertising budget ratio for different experimental buckets so that the advertising delivery effects of different experimental buckets are comparable.

[0015] Among them, it also includes:

[0016] Determine the scope of action information of the traffic control plan corresponding to the target scenario, wherein the scope of action includes all or part of the delivery plans in the commodity information service system, so as to perform advertising traffic control according to the scope of action information.

[0017] Among them, it also includes:

[0018] When a new delivery cycle arrives, the delivery plan that was offline in the target scene in the previous delivery cycle is brought online so that in the new delivery cycle, the delivery plan can be delivered to the target scene.

[0019] The offline processing of the delivery plan in the target scenario during the current delivery cycle includes:

[0020] Record the information of the delivery plan into the failure data table corresponding to the target scenario;

[0021] The online processing of the delivery plan that was offline in the target scenario in the previous delivery cycle includes:

[0022] When a new delivery cycle arrives, the information of each delivery plan in the invalidation data table corresponding to the target scenario is deleted to complete the online processing of the delivery plan in the target scenario.

[0023] A computer-readable storage medium stores a computer program, which, when executed by a processor, implements the steps of any of the methods described above.

[0024] An electronic device, comprising:

[0025] one or more processors; and

[0026] A memory associated with the one or more processors, the memory being used to store program instructions, wherein the program instructions, when read and executed by the one or more processors, execute the steps of any of the methods described above.

[0027] A computer program product comprises a computer program / computer executable instructions, wherein the computer program / computer executable instructions implement the steps of any of the aforementioned methods when executed by a processor in an electronic device.

[0028] According to the specific embodiments provided in this application, this application discloses the following technical effects:

[0029] Through the embodiments of the present application, configuration options for regulating advertising traffic for multiple different scenarios under multiple dimensions can be provided, so that a traffic regulation plan can be pre-configured for the target scenario under the target dimension, and the specific traffic regulation plan includes: the advertising budget proportion corresponding to the target scenario. Afterwards, the total budget information associated with multiple advertising delivery plans in the current delivery cycle and the advertising budget proportion of the target scenario can be used to determine the total budget amount of the multiple advertising delivery plans available in the target scenario in the current delivery cycle; after the advertisement delivered to the target scenario is triggered for billing, the target advertising delivery plan associated with the advertisement, the total budget amount in the scenario corresponding to the target advertising delivery plan, and the cost consumption in the scenario of the target advertising delivery plan can be first determined, and the cost consumption in the scenario refers to the accumulated costs incurred in the target scenario in the current delivery cycle; if the cost consumption in the scenario reaches the total budget amount in the scenario, the target advertising delivery plan can be offline processed in the target scenario in the current delivery cycle, so that the advertisement associated with the target advertising delivery plan is no longer delivered to the target scenario in the current delivery cycle. In this way, the budget information configured by merchant users at the granularity of advertising plan can be further subdivided into the granularity of specific scenarios. For example, it can be the granularity of channels, the granularity of specific traffic fields, the granularity of experimental buckets, etc. By dividing the budget ratio in this way, the number of specific advertisements delivered to a specific scenario can be controlled, and the advertising traffic of the corresponding scenario can be controlled, which is conducive to achieving a balance between platform strategy and advertising effect.

[0030] Among them, since a specific traffic control plan may affect all advertising delivery plans in the system, and there may be multiple traffic control plans at the same time, the amount of data that needs to be regulated may be relatively large. In the specific implementation, it will also involve the operation of "pulling up" the advertising delivery plan again in the new control cycle. Therefore, in order to ensure the timeliness of this "pulling up" operation, the embodiment of the present application adopts an implementation method of recording only the offline advertising delivery plan in the invalidation data table corresponding to the specific scenario. For the online advertising delivery plan, there is no need to record it. When "pulling up" in the new delivery cycle, it is only necessary to delete all records in the invalidation data table, without involving operations such as searching and status modification in multiple records. Therefore, it is beneficial to improve timeliness.

[0031] Of course, any product implementing the present application does not necessarily need to achieve all of the advantages described above at the same time. BRIEF DESCRIPTION OF THE DRAWINGS

[0032] In order to more clearly illustrate the embodiments of the present application or the technical solutions in the prior art, the drawings required for use in the embodiments will be briefly introduced below. Obviously, the drawings described below are only some embodiments of the present application. For ordinary technicians in this field, other drawings can be obtained based on these drawings without paying creative work.

[0033] Figure 1 It is a schematic diagram of the system architecture provided by the embodiment of the present application;

[0034] Figure 2 is a flow chart of the method provided in the embodiment of the present application;

[0035] Figure 3 is a schematic diagram of a device provided in an embodiment of the present application;

[0036] Figure 4 It is a schematic diagram of an electronic device provided in an embodiment of the present application. DETAILED DESCRIPTION

[0037] The following will be combined with the drawings in the embodiments of the present application to clearly and completely describe the technical solutions in the embodiments of the present application. Obviously, the described embodiments are only part of the embodiments of the present application, not all of the embodiments. All other embodiments obtained by ordinary technicians in this field based on the embodiments in the present application belong to the scope of protection of this application.

[0038] First of all, it should be noted that in the advertising delivery scenario, in addition to the situation where there are different delivery channels as described in the background technology section, there may also be multiple different delivery fields in the same delivery channel, different experimental buckets in group control experiments (for example, AB experiments), etc. Among them, different channels usually refer to different channels provided within the same product information service system, such as the search channels, recommendation channels, some game interaction channels, etc. described in the background technology section. The main problem in this situation is that, as described in the background technology section, when merchants choose smart delivery or one-click delivery without specifying specific delivery channels, the merchant's advertisements (associated with specific products, stores, etc.) may be delivered to some channels with smaller traffic, which may result in the merchant's click-through rate, conversion rate, etc. not meeting expectations when investing the same advertising cost.

[0039] Different fields mainly refer to different locations in the relevant pages of the same channel. For example, in the same product search channel, the "first pit" and "first screen" in the product search results page may belong to different delivery resource positions, that is, corresponding to different fields. However, if different fields have different exposure rates, the ads delivered to different fields on the page will also have differences in click-through rate, conversion rate, etc. In this case, if a merchant's ads are delivered to a large number of fields with relatively small exposure, the advertising cost and advertising effect may not be proportional.

[0040] Regarding the experimental buckets in different group control experiments, some group control experiments are also related to advertising. For example, in order to obtain better advertising marketing effects, advertisers need to select more promising materials from existing advertising materials, and material split comparison experiments can identify more promising advertising materials. Therefore, advertisers can apply AB testing, start material split comparison experiments for different existing advertising materials, quickly determine which type of material is more in line with the selling point of the product promotion, and select the advertising material with the highest conversion rate based on the experimental data indicators to achieve the improvement of advertising efficiency. However, there may be a problem of "budget competition" between the two groups of experiments. If one experimental bucket grabs more budget, the other experimental bucket will grab less budget. Correspondingly, there will be a gap between the number of ads actually delivered in the two experimental buckets. At this time, the experimental results may be inaccurate.

[0041] For merchants (advertisers), the budget for advertising is limited, but the goal is to achieve better advertising results. For the platform (the product information service system that provides services to merchants and consumer users), opening up more distribution channels, traffic fields (page placement resources), etc., is a platform strategy, which will play a positive role in increasing platform revenue, etc. However, in the newly developed channels or traffic fields, it is inevitable that there will be some channels or traffic fields with relatively small traffic, which may affect the advertising effect of merchants. Therefore, how to strike a balance between platform strategy and the advertising revenue of merchants has become a technical problem that needs to be solved by technicians in this field.

[0042] In response to the above problems, a corresponding solution is provided in the embodiment of the present application. The implementation background of the solution is: a specific commodity information service system can usually provide an advertising delivery system for merchants, in which merchants can formulate specific advertising delivery plans. Among them, an advertising delivery plan refers to a detailed advertising strategy and execution plan formulated by a merchant to achieve advertising goals. An advertising delivery plan can usually include determining the target audience, formulating advertising themes, selecting media channels, formulating advertising content, setting advertising budgets, etc. In short. The purpose of an advertising plan is to convey advertising information in a variety of ways and channels within a reasonable budget to achieve advertising goals. An advertising budget refers to funds pre-allocated by a merchant or enterprise for an advertising campaign within a certain time frame. Among them, the advertising budget can be determined based on factors such as the company's financial capabilities, market demand, and competitive conditions. It determines the total amount of funds that can be invested in advertising activities. Usually, the specific budget is usually determined for a specific advertising plan. Therefore, a specific advertising plan is usually associated with specific products, daily budgets, and other information. However, some advertising plans may have specified specific delivery channels / traffic fields, etc., and some advertising plans are smart delivery or one-click delivery methods, and do not specify delivery channels / traffic fields and other information. For such advertising plans that do not specify delivery channels / traffic fields and other information, the solution provided in the embodiment of this application can be used to control traffic.

[0043] Specifically, the embodiment of the present application can provide an advertising traffic control system, the users of which can be relevant management personnel of the platform, etc., that is, the platform performs advertising traffic control at the global level. Among them, the system can provide configuration options for advertising traffic control for different scenarios under the target dimension, wherein the specific target dimension can include the delivery channel dimension, the traffic field dimension, the experimental bucket dimension, etc., that is, traffic control can be performed for different delivery channels, different traffic fields, different experimental buckets, etc. The specific control method can be to specify a specific budget ratio for the target scene that needs to be regulated (for example, a specific delivery channel, traffic field, experimental bucket, etc.). In this way, the budget associated with the advertising delivery plan specified by a specific merchant can be allocated to specific scenarios (including delivery channels, traffic fields, experimental buckets, etc.) according to such a ratio. In other words, the budget set by the merchant at the granularity of the advertising delivery plan is further subdivided into granularities such as specific channels, traffic fields, and experimental buckets, so as to achieve advertising traffic control based on the budget for specific delivery channels, traffic fields, and experimental buckets. Among them, the same dimension usually includes multiple different scenarios, such as multiple different channels, different traffic fields, etc. When performing traffic control, only some of the scenarios may need to be controlled. Therefore, you can only configure the scenarios that require traffic control. For example, in the channel dimension, you may only need to control the advertising traffic of channels with small traffic such as game interactions. Therefore, you can only configure this channel, etc.

[0044] Among them, assuming that a certain budget ratio is configured for a specific scenario, the budget ratio can be applied to all advertising plans that do not specify specific channels, traffic fields, and other information (of course, it can also be applied to some merchants or some advertising plans). In this way, after a specific advertisement is placed in a target scenario, if a certain advertisement is triggered for billing, for example, it is clicked by a consumer user, etc., then the target scenario corresponding to the advertisement can be determined. If the target scenario belongs to a scenario that requires traffic regulation, the advertising plan associated with the click and the total budget information of the advertising plan in the current delivery cycle (for example, one day is a cycle) can be obtained. It is also possible to determine the accumulated costs (including the costs generated by the current click) of the advertising plan in the current delivery cycle and in the target scenario. In addition, since the budget ratio is configured for the target scenario in advance, the total budget amount available for the advertising plan in the current delivery cycle and in the target scenario can also be determined based on the total budget information of the advertising plan in the current delivery cycle and the budget ratio. Afterwards, it can be determined whether the accumulated expenses incurred by the delivery plan in the target scenario during the current delivery cycle have reached the total budget available for the delivery plan in the target scenario during the current delivery cycle. If so, the delivery status of the delivery plan in the target scenario during the current delivery cycle can be set to an invalid state, so that the advertisements associated with the delivery plan will no longer be delivered to the target scenario during the current delivery cycle.

[0045] In the specific implementation, since the amount of data that needs to be regulated in the scheme of the embodiment of the present application may be very large, at the beginning of the next delivery cycle, it is also involved to "pull up" the advertising delivery plan that was offline in a certain scene in the previous delivery cycle, that is, to put the advertising delivery plan online again so that it can be delivered to the corresponding scene in the new delivery cycle. In this process, the workload of modifying the data status involved may be relatively large, and the requirements for processing timeliness during the advertising delivery process are relatively high. For this reason, in the embodiment of the present application, a method of only recording the information of the advertising delivery plan that has been offline is also adopted to improve the timeliness of the "pull up" operation in each delivery cycle. This will be introduced in detail later.

[0046] From the perspective of system architecture, Figure 1As shown, the scheme provided by the embodiment of the present application may involve a scene budget allocation module and a multi-dimensional scene control module, wherein the scene budget allocation module can be used to configure specific budget ratio data for a target scene that specifically needs to be regulated. Specifically, budget allocation configuration can be performed for multiple different scenes of multiple different dimensions, and the configuration process can be performed offline. The specific budget ratio data can be saved to the budget allocation processing module. In addition, at the beginning of each advertising delivery cycle, the merchant budget table can be queried online to determine the total budget information configured by the merchant for each advertising delivery plan in the current delivery cycle. This information can also be input into the budget allocation processing module, and the budget allocation processing module can be combined with the budget ratio data configured offline before, and the total budget data of the specific advertising delivery plan, to determine the total budget available for the specific advertising delivery plan in the specific scene that needs to be regulated. This information can be written into the scene budget allocation result table for storage.

[0047] Specifically, in the process of regulation, the advertising billing processing can be performed through the multi-dimensional billing module. For example, after an advertisement is placed in a certain channel or a certain traffic field or a certain experimental bucket, if the consumer user clicks on the specific advertisement, a related billing notification event can be generated, and the event can be notified to the multi-dimensional multi-scenario regulation module. The multi-dimensional multi-scenario regulation module can first pre-process the billing notification event to determine which target scene the advertisement that is specifically triggered to be billed belongs to, as well as the merchant to which the advertisement belongs and the associated advertising delivery plan and other information, and then determine the available total budget information of the target scene of the advertising delivery plan in the current delivery cycle by querying the scene budget allocation result table and other methods. In addition, the multi-scenario regulation module can also determine the accumulated costs of the advertising delivery calculation in the current delivery cycle and the target scene, which may include the costs generated in the current billing event. Afterwards, it can be determined whether the above-mentioned accumulated costs have reached the available total budget information of the target scene of the advertising delivery plan in the current delivery cycle. If it has reached, the processing module can be used to execute the advertising delivery plan in the current delivery cycle and the target scene for offline processing. In a preferred implementation, the advertising delivery plan can be written into the invalidation data table corresponding to the specific scene. In this way, when a new advertising request is generated, the information in the invalidation data table corresponding to the scene can be provided to the delivery engine, and accordingly, the advertisements related to the advertising delivery plan in the table will no longer be delivered to the scene. Of course, this information table is only used for the current delivery cycle. At the beginning of the next delivery cycle (for example, at midnight every day), the scene online task can be triggered. By executing this task, the data in the invalidation data table corresponding to the scene can be deleted, so that the specific advertising delivery plan becomes valid again in the corresponding scene, so that in the new delivery cycle, the specific advertising delivery plan can be delivered to these scenes again.

[0048] The specific implementation scheme provided in the embodiments of the present application is described in detail below.

[0049] First, the present application embodiment provides an advertisement traffic control method, see Figure 2 , the method may specifically include:

[0050] S201: Provide configuration options for performing advertising traffic regulation on multiple different scenarios under multiple dimensions, so as to pre-configure a traffic regulation plan for a target scenario under a target dimension, wherein the traffic regulation plan includes: a proportion of the advertising budget corresponding to the target scenario.

[0051] First, a specific control operation interface can be provided through the scene budget allocation module, in which corresponding configuration options can be provided for configuring a traffic control plan for a specific target scene that requires traffic control. The specific traffic control plan can be determined by configuring the advertising budget ratio.

[0052] Among them, the target dimension may include the dimension of advertising delivery channels within the commodity information service system, and the configuration option is used to configure the corresponding advertising budget ratio for at least one advertising delivery channel, so as to perform traffic control on the corresponding advertising delivery channel. Alternatively, the target dimension includes the dimension of different traffic field within a certain advertising delivery channel within the commodity information service system, and the configuration option is used to configure the corresponding advertising budget ratio for the traffic field. Alternatively, the target dimension includes the experimental bucket dimension of a group control experiment related to advertising delivery, and the configuration option is used to configure the average advertising budget ratio for different experimental buckets, so that the advertising delivery effects of different experimental buckets are comparable.

[0053] In specific implementation, the budget ratio can be configured only for the scenarios that need to be regulated. For example, in the channel dimension, if a certain channel needs to be regulated, the corresponding budget ratio can be configured for the channel, and other channels do not need to be configured. At this time, by default, other channels can be allocated traffic according to conventional strategies, such as random allocation, etc. In addition, traffic regulation can be performed for specific scenarios from multiple different dimensions. For example, in the channel dimension, channel A and channel B can be regulated, in the traffic field dimension, field 1, field 2 and field 3 can be regulated, and in the experimental bucket dimension, experimental buckets A and B can be regulated, and so on.

[0054] After a traffic control plan is formulated, the specific traffic control plan can usually be applied to all advertising plans in the system by default. Of course, it can specifically refer to an advertising plan that does not specify specific delivery channels, traffic fields and other information. Among them, the advertising plan can be pre-formulated by merchants with advertising needs in the system, which can specify specific products, budgets within a specific delivery cycle (for example, daily budget, etc.) and other information. Of course, it is also possible to provide an operating option to specify the scope of action of a specific traffic control plan, so that the traffic control plan can only be applied to some merchants, or some advertising plans, and so on.

[0055] S202: Determine the total budget amount of the multiple advertising delivery plans available in the target scene in the current delivery cycle according to the total budget information associated with the multiple advertising delivery plans in the current delivery cycle and the advertising budget proportion of the target scene.

[0056] After determining the specific traffic control plan and its scope of action, the total budget information configured by the merchant for each advertising plan in the current delivery cycle can be determined by online querying the merchant budget table at the beginning of each advertising delivery cycle. In this way, the total budget amount of the specific advertising delivery plan in the current delivery cycle and in the specific scene that needs to be regulated can be determined by combining the budget ratio data previously configured for a specific scene. For example, assuming that the budget ratio configured for the game interactive channel is 10% when performing traffic control, and a merchant configures a daily budget of 100 yuan for an advertising delivery plan, then the total budget amount of the advertising delivery plan in the scene available in the game interactive channel in one day is 100×10%=10 yuan; another merchant configures a daily budget of 50 yuan for an advertising delivery plan, then the total budget amount of the advertising delivery plan in the scene available in the game interactive channel in one day is 50×10%=5 yuan, and so on.

[0057] Since advertising delivery plans can usually be formulated in advance before the start of a specific delivery cycle, the total available in-scene budget for each advertising delivery plan in a specific target scenario within the delivery cycle can also be determined before the start of the delivery cycle, and the information can be saved for easy query during the specific regulation process.

[0058] S203: After the advertisement delivered to the target scene is triggered to be billed, determine the target advertisement delivery plan associated with the advertisement, the total budget amount in the scene corresponding to the target advertisement delivery plan, and the scene cost consumption of the target advertisement delivery plan, where the scene cost consumption is the accumulated cost consumed by the target advertisement delivery plan in the target scene during the current delivery cycle.

[0059] After the specific delivery cycle begins, advertisements can be delivered to specific scenes through the advertisement delivery engine. The specific delivery strategy is not described in detail in the embodiments of this application. After an advertisement is delivered to a certain scene, if a user clicks on the advertisement, billing may be triggered. At this time, the multi-dimensional billing module can determine which target scene the advertisement that triggers the billing comes from, such as which channel it comes from, or which specific traffic field (page location), which experimental bucket, etc. In addition, the multi-dimensional billing module can carry the merchant information and advertising delivery plan information associated with the specific advertisement in the notification message by pre-burying points, etc., so as to notify the multi-dimensional control module.

[0060] After receiving the notification message, the multi-dimensional control module can determine the total available budget information of the target scene in the current delivery cycle of the advertising plan through query and other methods. In addition, it can also determine the accumulated cost consumed by the advertising delivery calculation in the current delivery cycle and the target scene. This cost can be called the cost consumption in the scene. Of course, the cost consumption in the scene can include the cost generated in the current billing event.

[0061] S204: If the cost consumption in the scenario of the target advertising delivery plan reaches the total budget in the scenario, the target advertising delivery plan is taken offline in the target scenario during the current delivery cycle, so that the advertisements associated with the target advertising delivery plan are no longer delivered to the target scenario during the current delivery cycle.

[0062] After determining the total scene budget available in the target scene for the target advertising delivery plan in the current delivery cycle, and the scene cost consumption accumulated in the target scene for the target advertising delivery plan in the current delivery cycle, it can be determined whether the above scene cost consumption has reached the total scene budget of the advertising delivery plan. If it has reached, the target advertising delivery plan can be offline processed in the current delivery cycle and in the target scene. In other words, for an advertisement specifically delivered to a certain scene, as long as the user performs an operation such as clicking on the advertisement, billing can be triggered. In the embodiment of the present application, the accumulated cost consumed by the same advertising delivery plan in the same scene in the same delivery cycle can be recorded. When the cost reaches the total budget available in the target scene in the current delivery cycle, the delivery plan can be offline processed in the delivery cycle and the target scene. In this way, the advertisement related to the delivery plan will no longer be delivered in the delivery cycle and the target scene, thereby achieving the purpose of controlling the delivery ratio of specific advertisements in the target scene by controlling the budget ratio.

[0063] Among them, since the above-mentioned traffic control plan may affect all advertising delivery plans in the system, the number of advertising delivery plans is usually large, for example, there may be millions of them. In addition, the number of traffic control plans may be multiple, and accordingly, the amount of data that needs to be regulated will be very large. Moreover, in the process of regulation, if the accumulated expenses incurred by a delivery plan in a certain target scenario have reached the total budget available for the target scenario in the current delivery cycle, then it is necessary to take the delivery plan offline in the current delivery cycle and in the target scenario, and it is necessary to bring these offline delivery plans back online in the next delivery cycle. If it is processed in the traditional way, it is necessary to generate a record for each advertising delivery plan under each traffic control plan in the data table, and provide a status field for each record. For example, if there are M traffic control plans and N advertising plans, then M×N records need to be recorded, and each record corresponds to its own status field. Every time an advertising plan needs to be offline, it is necessary to search for the plan in the M×N records and change its status to invalid; at the beginning of the next delivery cycle, it is necessary to search for the invalid advertising plan in the M×N records again and reset its status to valid, etc. This means that the amount of data that needs to be regulated is very large, and the timeliness of each status reset process may be difficult to guarantee.

[0064] In view of the above problems, in the preferred implementation of the present application, an invalidation data table can be established for specific scenarios that need to be regulated. Each scenario can correspond to an invalidation data table, or a scenario field can be provided in the same invalidation data table to record the correspondence between each advertising plan and the scenario. In this way, if it is necessary to take a certain advertising plan offline in a certain scenario, the advertising plan that needs to be taken offline can be recorded only in the data table corresponding to the scenario. That is, only the advertising plan that is offline is recorded in the invalidation data table. If an advertising plan has not been offline, it will not appear in the invalidation data table. In this way, when the next delivery cycle is started again, it only needs to delete all the data in the invalidation data table to complete the online processing of the advertising plan, and there is no need to search for the data in the invalid state and then modify it to the valid state, so that the timeliness of the operation is guaranteed.

[0065] In summary, through the embodiments of the present application, configuration options for advertising traffic regulation for multiple different scenarios under multiple dimensions can be provided, so that a traffic regulation plan can be pre-configured for the target scenario under the target dimension, and the specific traffic regulation plan includes: the advertising budget proportion corresponding to the target scenario. Afterwards, the total budget information associated with multiple advertising delivery plans in the current delivery cycle and the advertising budget proportion of the target scenario can be used to determine the total budget amount of the multiple advertising delivery plans available in the target scenario in the current delivery cycle; after the advertisement delivered to the target scenario is triggered for billing, the target advertising delivery plan associated with the advertisement can be first determined, the total budget amount in the scenario corresponding to the target advertising delivery plan, and the cost consumption in the scenario of the target advertising delivery plan, which refers to the accumulated costs incurred in the target scenario in the current delivery cycle; if the cost consumption in the scenario reaches the total budget amount in the scenario, the target advertising delivery plan can be offline processed in the target scenario in the current delivery cycle, so that the advertisement associated with the target advertising delivery plan is no longer delivered to the target scenario in the current delivery cycle. In this way, the budget information configured by merchant users at the granularity of advertising plan can be further subdivided into the granularity of specific scenarios. For example, it can be the granularity of channels, the granularity of specific traffic fields, the granularity of experimental buckets, etc. By dividing the budget ratio in this way, the number of specific advertisements delivered to a specific scenario can be controlled, and the advertising traffic of the corresponding scenario can be controlled, which is conducive to achieving a balance between platform strategy and advertising effect.

[0066] Among them, since a specific traffic control plan may affect all advertising delivery plans in the system, and there may be multiple traffic control plans at the same time, the amount of data that needs to be regulated may be relatively large. In the specific implementation, it will also involve the operation of "pulling up" the advertising delivery plan again in the new control cycle. Therefore, in order to ensure the timeliness of this "pulling up" operation, the embodiment of the present application adopts an implementation method of recording only the offline advertising delivery plan in the invalidation data table corresponding to the specific scenario. For the online advertising delivery plan, there is no need to record it. When "pulling up" in the new delivery cycle, it is only necessary to delete all records in the invalidation data table, without involving operations such as searching and status modification in multiple records. Therefore, it is beneficial to improve timeliness.

[0067] It should be noted that the embodiments of the present application may involve the use of user data. In actual applications, user-specific personal data can be used in the scheme described herein within the scope permitted by applicable laws and regulations, subject to the requirements of applicable laws and regulations of the country where the user is located (for example, with the user's explicit consent, effective notification to the user, etc.).

[0068] Corresponding to the above method embodiment, the present application embodiment also provides an advertisement delivery flow control device, see Figure 3 , the device may include:

[0069] The configuration option providing unit 301 is used to provide configuration options for performing advertising traffic control on multiple different scenarios under multiple dimensions, so as to pre-configure a traffic control plan for a target scenario under a target dimension, wherein the traffic control plan includes: an advertising budget proportion corresponding to the target scenario;

[0070] The in-scene total budget amount determination unit 302 is used to determine the in-scene total budget amount available in the target scene in the current delivery cycle for the multiple advertising delivery plans according to the total budget information associated with the multiple advertising delivery plans in the current delivery cycle and the advertising budget proportion of the target scene;

[0071] The information determination unit 303 is used to determine the target advertising delivery plan associated with the advertisement, the total budget amount in the scene corresponding to the target advertising delivery plan, and the scene cost consumption of the target advertising delivery plan after the advertisement delivered to the target scene is triggered to be charged, wherein the scene cost consumption is the accumulated cost consumed by the target advertising delivery plan in the target scene during the current delivery cycle;

[0072] The offline processing unit 304 is used to offline the target advertising delivery plan in the target scene during the current delivery cycle if the cost consumption in the scene of the target advertising delivery plan reaches the total budget in the scene, so that the advertisement associated with the target advertising delivery plan is no longer delivered to the target scene during the current delivery cycle.

[0073] Specifically, the target dimension includes an advertising channel dimension within the commodity information service system, and the configuration option is used to configure a corresponding advertising budget ratio for at least one advertising channel to perform traffic control on the corresponding advertising channel.

[0074] Alternatively, the target dimension includes different traffic field dimensions within an advertising delivery channel within the product information service system, and the configuration options are used to configure the corresponding advertising budget ratio for the traffic field, and different traffic fields correspond to different page positions within the relevant page of the delivery channel.

[0075] Alternatively, the target dimension includes an experimental bucket dimension of a group control experiment related to advertising delivery, and the configuration option is used to configure an average advertising budget ratio for different experimental buckets so that the advertising delivery effects of different experimental buckets are comparable.

[0076] In a specific implementation, the device may further include:

[0077] The scope determination unit is used to determine the scope information of the traffic control plan corresponding to the target scenario, wherein the scope includes all or part of the delivery plans in the commodity information service system, so as to perform advertising traffic control according to the scope information.

[0078] In addition, the device may also include:

[0079] The online processing unit is used to carry out online processing on the delivery plan that was offline in the target scene in the previous delivery cycle when a new delivery cycle arrives, so that in the new delivery cycle, the delivery plan can be delivered to the target scene.

[0080] Specifically, the offline processing unit can be used for:

[0081] Record the information of the delivery plan into the failure data table corresponding to the target scenario;

[0082] Accordingly, the online processing unit may be specifically used for:

[0083] When a new delivery cycle arrives, the information of each delivery plan in the invalidation data table corresponding to the target scenario is deleted to complete the online processing of the delivery plan in the target scenario.

[0084] In addition, an embodiment of the present application further provides a computer-readable storage medium on which a computer program is stored, and when the program is executed by a processor, the steps of any one of the methods in the aforementioned method embodiments are implemented.

[0085] And an electronic device, comprising:

[0086] one or more processors; and

[0087] A memory associated with the one or more processors, the memory being used to store program instructions, wherein the program instructions, when read and executed by the one or more processors, execute the steps of the method described in any one of the aforementioned method embodiments.

[0088] A computer program product includes a computer program / computer executable instructions, which, when executed by a processor in an electronic device, implement the steps of the method described in the aforementioned method embodiment.

[0089] in, Figure 4The architecture of the electronic device is shown as an example, which may include a processor 410, a video display adapter 411, a disk drive 412, an input / output interface 413, a network interface 414, and a memory 420. The processor 410, the video display adapter 411, the disk drive 412, the input / output interface 413, the network interface 414, and the memory 420 may be communicatively connected via a communication bus 430.

[0090] Among them, the processor 410 can be implemented by a general-purpose CPU (Central Processing Unit, processor), a microprocessor, an application-specific integrated circuit (Application Specific Integrated Circuit, ASIC), or one or more integrated circuits, etc., to execute relevant programs to implement the technical solution provided in this application.

[0091] The memory 420 can be implemented in the form of ROM (Read Only Memory), RAM (Random Access Memory), static storage device, dynamic storage device, etc. The memory 420 can store an operating system 421 for controlling the operation of the electronic device 400, and a basic input and output system (BIOS) for controlling the low-level operation of the electronic device 400. In addition, a web browser 423, a data storage management system 424, and an advertising traffic regulation processing system 425, etc. can also be stored. The above-mentioned advertising traffic regulation processing system 425 can be an application program that specifically implements the operations of the aforementioned steps in the embodiment of the present application. In short, when the technical solution provided in the present application is implemented by software or firmware, the relevant program code is stored in the memory 420 and is called and executed by the processor 410.

[0092] The input / output interface 413 is used to connect the input / output module to realize information input and output. The input / output module can be configured in the device as a component (not shown in the figure), or it can be externally connected to the device to provide corresponding functions. The input device may include a keyboard, a mouse, a touch screen, a microphone, various sensors, etc., and the output device may include a display, a speaker, a vibrator, an indicator light, etc.

[0093] The network interface 414 is used to connect to a communication module (not shown) to realize communication interaction between the device and other devices. The communication module can realize communication through a wired mode (such as USB, network cable, etc.) or a wireless mode (such as mobile network, WIFI, Bluetooth, etc.).

[0094] The bus 430 comprises a pathway for transmitting information between the various components of the device (eg, the processor 410, the video display adapter 411, the disk drive 412, the input / output interface 413, the network interface 414, and the memory 420).

[0095] It should be noted that, although the above device only shows a processor 410, a video display adapter 411, a disk drive 412, an input / output interface 413, a network interface 414, a memory 420, a bus 430, etc., in the specific implementation process, the device may also include other components necessary for normal operation. In addition, it can be understood by those skilled in the art that the above device may also only include components necessary for implementing the solution of the present application, and does not necessarily include all the components shown in the figure.

[0096] It can be known from the description of the above implementation methods that those skilled in the art can clearly understand that the present application can be implemented by means of software plus a necessary general hardware platform. Based on such an understanding, the technical solution of the present application can be essentially or partly contributed to the prior art in the form of a software product, which can be stored in a storage medium such as ROM / RAM, a magnetic disk, an optical disk, etc., and includes several instructions for enabling a computer device (which can be a personal computer, a server, or a network device, etc.) to execute the methods described in the various embodiments of the present application or certain parts of the embodiments.

[0097] Each embodiment in this specification is described in a progressive manner, and the same or similar parts between the embodiments can refer to each other, and each embodiment focuses on the differences from other embodiments. In particular, for the system or system embodiment, since it is basically similar to the method embodiment, the description is relatively simple, and the relevant parts can refer to the partial description of the method embodiment. The system and system embodiments described above are merely schematic, wherein the units described as separate components may or may not be physically separated, and the components displayed as units may or may not be physical units, that is, they may be located in one place, or they may be distributed on multiple network units. Some or all of the modules may be selected according to actual needs to achieve the purpose of the scheme of this embodiment. Ordinary technicians in this field can understand and implement it without creative work.

[0098] The above is a detailed introduction to the advertising traffic control method and electronic device provided by this application. This article uses specific examples to illustrate the principles and implementation methods of this application. The description of the above embodiments is only used to help understand the method and its core idea of ​​this application; at the same time, for those skilled in the art, according to the idea of ​​this application, there will be changes in the specific implementation method and application scope. In summary, the content of this specification should not be understood as a limitation on this application.

Claims

1. A method for regulating advertising traffic, characterized in that: include: Providing configuration options for performing advertising traffic control on multiple different scenarios under multiple dimensions, so as to pre-configure a traffic control plan for a target scenario under a target dimension, the traffic control plan including: the advertising budget proportion corresponding to the target scenario; Determine the total budget amount of the multiple advertising delivery plans available in the target scene in the current delivery cycle according to the total budget information associated with the multiple advertising delivery plans in the current delivery cycle and the advertising budget ratio of the target scene; After the advertisement delivered to the target scene is triggered for billing, determine the target advertisement delivery plan associated with the advertisement, the total budget amount in the scene corresponding to the target advertisement delivery plan, and the scene cost consumption amount of the target advertisement delivery plan, where the scene cost consumption amount is the cumulative cost consumed by the target advertisement delivery plan in the target scene during the current delivery cycle; If the cost consumption within the scene of the target advertising delivery plan reaches the total budget within the scene, the target advertising delivery plan will be taken offline in the target scene during the current delivery cycle, so that the advertisements associated with the target advertising delivery plan will no longer be delivered to the target scene during the current delivery cycle.

2. The method according to claim 1, characterized in that The target dimension includes the dimension of the advertising delivery channel within the commodity information service system, and the configuration option is used to configure the corresponding advertising budget ratio for at least one advertising delivery channel to perform traffic regulation on the corresponding advertising delivery channel.

3. The method according to claim 1, characterized in that The target dimension includes different traffic field dimensions within a certain advertising delivery channel within the commodity information service system. The configuration options are used to configure the corresponding advertising budget ratio for the traffic field. Different traffic fields correspond to different page positions within the relevant pages of the delivery channel.

4. The method according to claim 1, characterized in that: The target dimension includes an experimental bucket dimension of a group control experiment related to advertising delivery, and the configuration option is used to configure an average advertising budget ratio for different experimental buckets so that the advertising delivery effects of different experimental buckets are comparable.

5. The method according to any one of claims 1 to 4, characterized in that: Also includes: Determine the scope of action information of the traffic control plan corresponding to the target scenario, wherein the scope of action includes all or part of the delivery plans in the commodity information service system, so as to perform advertising traffic control according to the scope of action information.

6. The method according to any one of claims 1 to 4, characterized in that: Also includes: When a new delivery cycle arrives, the delivery plan that was offline in the target scene in the previous delivery cycle is brought online so that in the new delivery cycle, the delivery plan can be delivered to the target scene.

7. The method according to claim 6, characterized in that The offline processing of the delivery plan in the target scenario within the current delivery cycle includes: Record the information of the delivery plan into the failure data table corresponding to the target scenario; The online processing of the delivery plan that was offline in the target scenario in the previous delivery cycle includes: When a new delivery cycle arrives, the information of each delivery plan in the invalid data table corresponding to the target scenario is deleted to complete the online processing of the delivery plan in the target scenario.

8. A computer-readable storage medium having a computer program stored thereon, characterized in that: When the program is executed by a processor, the steps of the method described in any one of claims 1 to 7 are implemented.

9. An electronic device, characterized in that: include: one or more processors; as well as A memory associated with the one or more processors, the memory being used to store program instructions, wherein the program instructions, when read and executed by the one or more processors, execute the steps of the method described in any one of claims 1 to 7.

10. A computer program product comprising a computer program / computer executable instructions, characterized in that: When the computer program / computer executable instructions are executed by a processor in an electronic device, the steps of the method according to any one of claims 1 to 7 are implemented.

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