Advertisement putting effect determination method and device

Abstract

The invention discloses an advertisement putting effect determination method and device, and relates to the technical field of computers. According to the main technical scheme, the method comprises the steps that the exposure frequency and conversion frequency of a target advertisement in each media channel are obtained, and each exposure frequency and each conversion frequency have corresponding source identifiers; preprocessing the exposure frequency and conversion frequency of the target advertisement in each media channel according to the source identifier to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel; calculating an independent conversion rate of the target advertisement in each media channel based on the independent exposure frequency and the independent conversion frequency of the target advertisement in each media channel; and determining the putting effect of the target advertisement in each media channel by using the independent conversion rate of the target advertisement in each media channel. The method is used for determining the advertisement putting effect.

Description

Technical Field

[0001] The present invention relates to the field of computer technology, and in particular to a method and device for determining an advertisement delivery effect. Background Art

[0002] With the popularization of network technology, online advertising, as an important part of implementing modern marketing media strategies, plays an important role in the network marketing method system. Usually, in order to ensure marketing effectiveness, advertisers will place the same target advertisement in different media channels, and evaluate the effect of the target advertisement in different media channels, and then adjust the proportion of the target advertisement in different media channels based on the effect, so as to attract more customers and obtain a higher return on investment.

[0003] At present, the evaluation of the delivery effect of target advertisements in different media channels is often determined by the exposure frequency and conversion frequency of target advertisements in different media channels. However, for the same target advertisement, if the different media channels corresponding to it come from the same device or client, that is, the sources of the different media channels corresponding to the target advertisement are the same, it will lead to inaccurate calculation of the conversion rate of the target advertisement in different media channels, thus affecting the accuracy of determining the delivery effect of the target advertisement in different media channels. Summary of the invention

[0004] In view of the above problems, the present invention provides a method and device for determining the effect of advertising delivery, the main purpose of which is to avoid overlapping calculation of the exposure frequency and conversion frequency of target advertisements in different media channels, thereby improving the accuracy of determining the delivery effect of target advertisements in different media channels.

[0005] In order to solve the above technical problems, the present invention proposes the following solutions:

[0006] In a first aspect, the present invention provides a method for determining an advertisement delivery effect, the method comprising:

[0007] Obtaining the exposure frequency and conversion frequency of the target advertisement in each media channel, wherein each exposure frequency and each conversion frequency has a corresponding source identifier;

[0008] Preprocessing the exposure frequency and conversion frequency of the target advertisement in each of the media channels according to the source identifier to obtain an independent exposure frequency and an independent conversion frequency of the target advertisement in each of the media channels, wherein the independent exposure frequency and the independent conversion frequency refer to the remaining exposure frequency and the remaining conversion frequency after eliminating the repeated exposure frequency and the repeated conversion frequency of each of the media channels from the same source identifier and the cross-exposure frequency and the cross-conversion frequency of each of the media channels and other media channels from the same source identifier;

[0009] Calculating an independent conversion rate of the target advertisement in each of the media channels based on the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels;

[0010] The delivery effect of the target advertisement in each of the media channels is determined by utilizing the independent conversion rate of the target advertisement in each of the media channels.

[0011] In a second aspect, the present invention provides an advertisement delivery effect determination device, the device comprising:

[0012] An acquisition unit, used to acquire the exposure frequency and conversion frequency of the target advertisement in each media channel, wherein each of the exposure frequency and each of the conversion frequency has a corresponding source identifier;

[0013] A first processing unit is used to pre-process the exposure frequency and conversion frequency of the target advertisement in each of the media channels according to the source identifier obtained by the acquisition unit, so as to obtain an independent exposure frequency and an independent conversion frequency of the target advertisement in each of the media channels, wherein the independent exposure frequency and the independent conversion frequency refer to the remaining exposure frequency and the remaining conversion frequency after eliminating the repeated exposure frequency and the repeated conversion frequency of each of the media channels from the same source identifier and the cross-exposure frequency and the cross-conversion frequency of each of the media channels and other media channels from the same source identifier;

[0014] a calculation unit, configured to calculate an independent conversion rate of the target advertisement in each of the media channels based on the independent exposure frequency and the independent conversion frequency of the target advertisement in each of the media channels obtained by the first processing unit;

[0015] A determination unit is used to determine the delivery effect of the target advertisement in each of the media channels by using the independent conversion rate of the target advertisement in each of the media channels obtained by the calculation unit.

[0016] In order to achieve the above-mentioned purpose, according to a third aspect of the present invention, a storage medium is provided, wherein the storage medium includes a stored program, wherein when the program is executed, the device where the storage medium is located is controlled to execute the method for determining the advertising delivery effect of the first aspect.

[0017] In order to achieve the above-mentioned purpose, according to the fourth aspect of the present invention, an electronic device is provided, the device comprising at least one processor, and at least one memory and a bus connected to the processor; wherein the processor and the memory communicate with each other via the bus; the processor is used to call the program instructions in the memory to execute the method for determining the advertising effect of the first aspect mentioned above.

[0018] By means of the above technical scheme, the present invention provides a method and device for determining the effect of advertising delivery. When it is necessary to determine the effect of advertising delivery, the exposure frequency and conversion frequency of the target advertisement in each media channel are first obtained, wherein each exposure frequency and each conversion frequency have a corresponding source identifier, and then the exposure frequency and conversion frequency of the target advertisement in each media channel are preprocessed according to the source identifier to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, and the independent exposure frequency and the independent conversion frequency refer to the remaining exposure frequency and the remaining conversion frequency after eliminating the repeated exposure frequency and repeated conversion frequency of each media channel from the same source identifier and the cross-exposure frequency and cross-conversion frequency of each media channel and other media channels from the same source identifier, and then the independent conversion rate of the target advertisement in each media channel is calculated based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, and finally the delivery effect of the target advertisement in each media channel is determined using the independent conversion rate of the target advertisement in each media channel. Through the advertising delivery effect determination scheme provided by the present invention, when the source identifiers of different media channels corresponding to the target advertisement are the same, the frequency and conversion frequency of repeated source identifiers in each media channel and the exposure frequency and conversion frequency of repeated source identifiers between each media channel can be eliminated to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, and the conversion rate of the target advertisement in different media channels can be calculated based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, so as to avoid the situation where the exposure frequency and conversion frequency are overlapped in the conversion rate calculation process of each media channel, thereby improving the accuracy of determining the delivery effect of the target advertisement in different media channels, and further providing accurate decision-making basis for advertisers and other relevant operators.

[0019] The above description is only an overview of the technical solution of the present invention. In order to more clearly understand the technical means of the present invention, it can be implemented according to the contents of the specification. In order to make the above and other purposes, features and advantages of the present invention more obvious and easy to understand, the specific implementation methods of the present invention are listed below. BRIEF DESCRIPTION OF THE DRAWINGS

[0020] Various other advantages and benefits will become apparent to those of ordinary skill in the art by reading the detailed description of the preferred embodiments below. The accompanying drawings are only for the purpose of illustrating the preferred embodiments and are not to be considered as limiting the present invention. Moreover, the same reference symbols are used throughout the accompanying drawings to represent the same components. In the accompanying drawings:

[0021] Figure 1 A flow chart of a method for determining an advertisement delivery effect provided by an embodiment of the present invention is shown;

[0022] Figure 2A flow chart of another method for determining the effect of advertisement delivery provided by an embodiment of the present invention is shown;

[0023] Figure 3 A block diagram showing a composition of a device for determining an advertisement delivery effect provided by an embodiment of the present invention;

[0024] Figure 4 A block diagram showing another device for determining the effect of advertisement delivery provided by an embodiment of the present invention is shown;

[0025] Figure 5 A schematic diagram of an electronic device provided by an embodiment of the present invention is shown. DETAILED DESCRIPTION

[0026] The exemplary embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. Although the exemplary embodiments of the present disclosure are shown in the accompanying drawings, it should be understood that the present disclosure can be implemented in various forms and should not be limited by the embodiments set forth herein. On the contrary, these embodiments are provided to enable a more thorough understanding of the present disclosure and to fully convey the scope of the present disclosure to those skilled in the art.

[0027] With the popularization of network technology, online advertising, as an important part of implementing modern marketing media strategies, plays an important role in the network marketing method system. Usually, in order to ensure the comprehensiveness of marketing, advertisers need to place the same target advertisement in different media channels and evaluate the effect of the target advertisement in different media channels, so as to adjust the proportion of the target advertisement in different media channels based on the effect of the delivery, so as to attract more customers and obtain a higher return on investment. At present, the evaluation of the delivery effect of target advertisements in different media channels is often determined by the exposure frequency and conversion frequency of the target advertisements in different media channels, that is, the delivery effect of the target advertisement in each media channel is determined by the ratio of the conversion frequency to the exposure frequency of the target advertisement in each media channel. However, for the same target advertisement, if the different media channels corresponding to it come from the same device or client, that is, the sources of the different media channels corresponding to the target advertisement are the same, there will be overlapping calculations when calculating the exposure frequency and conversion frequency of the target advertisement in different media channels, which will lead to inaccurate calculations of the conversion rate of the target advertisement in different media channels, thereby affecting the accuracy of determining the delivery effect of the target advertisement in different media channels, and thus failing to provide accurate decision-making basis for advertisers and other relevant operators.

[0028] To this end, an embodiment of the present invention provides an advertising delivery effect method, by which the exposure frequency and conversion frequency of a target advertisement in different media channels can be prevented from being overlapped and calculated, thereby improving the accuracy of determining the delivery effect of the target advertisement in different media channels. The specific execution steps are as follows: Figure 1 As shown, including:

[0029] 101. Obtain the exposure frequency and conversion frequency of the target advertisement in each media channel.

[0030] Among them, each exposure frequency and each conversion frequency has a corresponding source identifier. It should be noted that in this embodiment, the execution entity is a third-party monitoring server, and the target advertisement can be placed by the advertiser on different media channels in the form of video, image, text, link, etc. with the same digital media content. In addition, when the target advertisement is placed on the media channel, a monitoring code for obtaining the exposure data and conversion data of the target advertisement is generally deployed in each media channel server, that is, the exposure monitoring code and the conversion monitoring code. When the user displays the target advertisement in the media channel through the device or client, the exposure monitoring code will be automatically triggered, and the exposure log will be generated and transmitted to the monitoring server. When the user displays the target advertisement through the device or client When the end likes, collects, adds to shopping cart, forwards, comments, pays immediately, etc. the displayed target advertisement in the media channel, the conversion monitoring code will be actively triggered to generate a conversion log and transmit it to the monitoring server. Therefore, by counting the number of exposure logs and conversion logs of the target advertisement in each media channel, the exposure frequency and conversion frequency of the target advertisement in each media channel can be determined, and the source identifier includes but is not limited to: international mobile equipment identity code, user account, mobile phone number and other device or user identification information, which is recorded in each exposure log and each conversion log, that is, each source identifier has a corresponding relationship with each exposure frequency and each conversion frequency.

[0031] 102. Pre-process the exposure frequency and conversion frequency of the target advertisement in each media channel according to the source identifier to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel.

[0032] It should be noted that, in this step, independent exposure frequency and independent conversion frequency refer to the remaining exposure frequency and remaining conversion frequency after eliminating the repeated exposure frequency and repeated conversion frequency of each media channel from the same source identifier and the cross-exposure frequency and cross-conversion frequency of each media channel and other media channels from the same source identifier. It can be seen from the aforementioned step 101 that each exposure frequency and each conversion frequency of the target advertisement in each media channel has a corresponding source identifier, and when the target advertisement is delivered to different media channels, there may be a situation where the same device or the same client displays the target advertisement multiple times based on the same media channel or different media channels, or the same device or the same client displays the target advertisement multiple times based on the same media channel or different media channels for conversion operations. For example, assuming that the target The target advertisement is a short video advertisement. If the user sees the short video advertisement on different short video applications through his device, it means that the short video advertisement has been repeatedly exposed to the user. If the user converts when seeing the short video advertisement on different short video applications through his device, it means that the user has repeatedly converted the short video advertisement. This will result in repeated calculations when the conversion rate corresponding to the target advertisement is subsequently calculated to analyze the delivery effect. In other words, the conversion rate is inaccurate. Therefore, the exposure frequency and conversion frequency of the target advertisement in each media channel can be pre-processed according to the source identifier to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, so as to execute the subsequent step 103.

[0033] 103. Calculate the independent conversion rate of the target advertisement in each media channel based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel.

[0034] It should be noted that, in this step, since the independent exposure frequency and independent conversion frequency refer to the remaining exposure frequency and remaining conversion frequency after eliminating the repeated exposure frequency and repeated conversion frequency of each media channel from the same source identifier and the cross-exposure frequency and cross-conversion frequency of each media channel and other media channels from the same source identifier, the independent conversion rate of the target advertisement in each media channel can be calculated based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, so as to obtain a more accurate conversion rate of the target advertisement in each media channel. Specifically, the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel can be counted separately, and the ratio of the independent exposure frequency corresponding to the target advertisement in each media channel to the independent conversion frequency corresponding to the target advertisement in each media channel can be calculated to obtain the independent conversion rate of the target advertisement in each media channel.

[0035] 104. Use the independent conversion rate of the target advertisement in each media channel to determine the effectiveness of the target advertisement in each media channel.

[0036] It should be noted that in this step, since the independent conversion rate of the target advertisement in each media channel is more accurate, the delivery effect of the target advertisement in each media channel can be accurately determined based on the independent conversion rate of the target advertisement in each media channel. Specifically, a conversion index value can be determined according to information such as the content type of the target advertisement, and the superiority or inferiority of the delivery effect of the target advertisement in each media channel relative to the delivery expectation can be determined by comparing the independent conversion rate of the target advertisement in each media channel with the conversion index value. The target advertisements can also be ranked according to their independent conversion rates in each media channel to determine the delivery effect of the target advertisement in each media channel. The delivery effect of the target advertisement is better or worse than that of other media channels. This embodiment does not make any specific limitation on this. For example, if the conversion index value is 20%, the independent conversion rate of media channel A is 15%, the independent conversion rate of media channel B is 18%, and the independent conversion rate of media channel C is 24%, then based on the first method mentioned above, it can be intuitively known that the conversion effect of media channel C is higher than the delivery expectation, and the delivery effects of media channels A and media channels B are lower than the delivery expectation. Based on the second method mentioned above, it can be intuitively known that the conversion effect on media channel C is the best, the delivery effect of media channel B is the second, and the delivery effect of media channel A is the worst. Therefore, the independent conversion rate of the target advertisement in each media channel is more accurate, which can improve the accuracy of the delivery effect of the target advertisement in different media channels, thereby providing advertisers and other relevant operators with a more accurate decision-making basis.

[0037] Based on the above Figure 1It can be seen from the implementation method that the embodiment of the present invention proposes to first obtain the exposure frequency and conversion frequency of the target advertisement in each media channel, wherein each exposure frequency and each conversion frequency has a corresponding source identifier, and then pre-process the exposure frequency and conversion frequency of the target advertisement in each media channel according to the source identifier to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, and then calculate the independent conversion rate of the target advertisement in each media channel based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, and finally use the independent conversion rate of the target advertisement in each media channel to determine the delivery effect of the target advertisement in each media channel. Through the advertising delivery effect determination scheme provided by the present invention, when the source identifiers of different media channels corresponding to the target advertisement are the same, the frequency and conversion frequency of repeated source identifiers in each media channel and the exposure frequency and conversion frequency of repeated source identifiers between each media channel can be eliminated to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, and the conversion rate of the target advertisement in different media channels can be calculated based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, so as to avoid the situation where the exposure frequency and conversion frequency are overlapped in the conversion rate calculation process of each media channel, thereby improving the accuracy of determining the delivery effect of the target advertisement in different media channels, and further providing accurate decision-making basis for advertisers and other relevant operators.

[0038] Further, the preferred embodiment of the present invention is in the above Figure 1 Based on this, a detailed description of the process of determining the effectiveness of advertising is given. The specific steps are as follows: Figure 2 As shown, including:

[0039] 201. Obtain the exposure frequency and conversion frequency of the target advertisement in each media channel.

[0040] Each exposure frequency and each conversion frequency has a corresponding source identifier. It should be noted that this step is combined with the description of step 101 in the above method, and the same content is not repeated here.

[0041] 202. De-duplicate the exposure frequency and conversion frequency of the target advertisement in each media channel based on the source identifier to obtain a non-duplicate exposure frequency and a non-duplicate conversion frequency of the target advertisement in each media channel.

[0042] It should be noted that, in this step, non-repeated exposure frequency and non-repeated conversion frequency refer to the remaining exposure frequency and remaining conversion frequency after eliminating the repeated exposure frequency and repeated conversion frequency from the same source identifier in each media channel. When the target advertisement is delivered to different media channels, it is possible that the user may see the target advertisement multiple times on the same media channel through his device. In this case, if the user does not want to watch the target advertisement when he sees it again after learning about the target advertisement, regardless of whether he has performed a conversion operation or not, it means that no matter how many times the advertisement is exposed, there will be no conversion, and it will only be a useless advertisement. Effective exposure, and for users or devices, no matter how many times the user converts based on the target advertisement in the same media channel, only the first conversion is a valid conversion. If all exposure frequencies and the conversion frequencies are taken into account, the accuracy of subsequent conversion rate calculations of the target advertisement in the media channel will be affected. Therefore, the exposure frequency and conversion frequency of the target advertisement in each media channel can be deduplicated based on the source identifier to obtain the non-duplicate exposure frequency and non-duplicate conversion frequency of the target advertisement in each media channel, thereby removing the repeated exposure frequency and conversion frequency of the target advertisement in the same media channel and improving the accuracy of subsequent conversion rate calculations.

[0043] 203. Compare the non-re-exposure frequency and non-re-conversion frequency of the target advertisement in different media channels based on the source identifier to obtain the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each media channel.

[0044] It should be noted that the cross-exposure frequency and cross-conversion frequency refer to the exposure frequency and conversion frequency of the target advertisement with the same source identifier repeatedly appearing in different media channels. For example, if a user sees the target advertisement on different applications on the same device, it is considered that the target advertisement has the exposure frequency with the same source identifier repeatedly appearing in different media channels, that is, the cross-exposure frequency. If a user performs a conversion operation after seeing the target advertisement on different applications on the same device, it is considered that the target advertisement has the conversion frequency with the same source identifier repeatedly appearing in different media channels, that is, the cross-conversion frequency. When the target advertisement is delivered to different media channels, it may be seen by the user multiple times on different media channels through its device. In this case, if the user sees and understands the target advertisement on one media channel, whether or not the user performs a conversion operation, when the user sees the target advertisement again from another media channel later, the user still subjectively does not want to watch it. This means that no matter how many different media channels the user is exposed and converted again, it is a repeated exposure and repeated conversion for the user or the device. If the cross-exposure frequency and cross-conversion frequency are both calculated, it will affect the accuracy of the subsequent conversion rate calculation of the target advertisement in the media channel. Therefore, based on the source identifier, the non-re-exposure frequency and non-re-conversion frequency of the target advertisement in different media channels are compared to obtain the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each media channel, so as to specify the subsequent step 204 .

[0045] 204. Determine the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel by using the cross exposure frequency and cross conversion frequency corresponding to the target advertisement in each media channel.

[0046] It should be noted that independent exposure frequency and independent conversion frequency refer to the remaining exposure frequency and remaining conversion frequency after eliminating the cross-exposure frequency and cross-conversion frequency of each media channel and other media channels from the same source identifier. Since the non-re-exposure frequency and non-re-conversion frequency of the target advertisement in each media channel are the exposure frequency and conversion frequency after de-duplication, the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel can be obtained by subtracting the non-re-exposure frequency and non-re-conversion frequency of the target advertisement in each media channel from the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each media channel.

[0047] 205. Calculate the independent conversion rate of the target advertisement in each media channel based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel.

[0048] It should be noted that this step is combined with the description of step 101 in the above method, and the same contents are not repeated here.

[0049] 206. Use the independent conversion rate of the target advertisement in each media channel to determine the effectiveness of the target advertisement in each media channel.

[0050] It should be noted that this step is combined with the description of step 101 in the above method, and the same content will not be repeated here. In order to more intuitively judge whether the delivery effect has reached the delivery expectation or determine the relationship between the delivery effect and the delivery expectation, specifically, the preset conversion index value corresponding to the target advertisement can be obtained; the delivery effect corresponding to each media channel is determined according to the difference between the independent conversion rate of the target advertisement in each media channel and the preset conversion index value corresponding to the target advertisement. Among them, the preset conversion index value can be pre-set in the monitoring server according to information such as the content type of different advertisements. When the advertising content type is different, the corresponding conversion index value is also different. For example, the number of customer groups facing digital and cosmetic types is different. Therefore, the corresponding conversion index value should also be adjusted according to the number of customer groups, so as to accurately judge whether the delivery effect of the target advertisement in each media channel is enough to meet the delivery expectations.

[0051] Furthermore, since malicious order-placing or malicious blocking may sometimes occur when the target advertisement is delivered on different media channels, in order to save computing resources and increase the credibility of the delivery effect, specifically, before using the independent conversion rate of the target advertisement on each media channel to determine the delivery effect of the target advertisement on each media channel, the method includes: detecting whether the independent conversion rate of the target advertisement on each media channel is within a preset conversion range; marking the independent conversion rates within the preset conversion range as credible independent conversion rates, and determining each media channel corresponding to each credible independent conversion rate as a credible media channel; marking the independent conversion rates that are not within the preset conversion range as suspicious independent conversion rates, and determining each media channel corresponding to each suspicious independent conversion rate as a suspicious media channel; using the independent conversion rate of the target advertisement on each media channel to determine the delivery effect of the target advertisement on each media channel, including: using the credible independent conversion rate of the target advertisement on each credible media channel to determine the delivery effect of the target advertisement on each credible media channel. Among them, the preset conversion range is used to characterize whether the independent conversion rate of the target advertisement in each media channel is credible. By detecting whether the independent conversion rate of the target advertisement in each media channel is within the preset conversion range, it can be determined in which media channels the independent conversion rate of the target advertisement is credible and in which media channels the independent conversion rate of the target advertisement is suspicious. Therefore, the delivery effect can be determined only for the credible media channels corresponding to the credible independent conversion rates, thereby saving computing resources and improving the credibility of the delivery effect determination for the credible media channels corresponding to the credible independent conversion rates.

[0052] Furthermore, in order to compare and view the delivery effects of target advertisements in different delivery periods in the future, so as to assist in the analysis, specifically, after determining the delivery effect of target advertisements in each media channel using the independent conversion rate of target advertisements in each media channel, the method further includes: obtaining the media channel identifier corresponding to each media channel; and creating a mapping relationship table between the independent conversion rate of target advertisements in each media channel and the delivery effect of target advertisements in each media channel based on the media channel identifier.

[0053] Furthermore, as a response to the above Figure 1-2 The implementation of the method embodiment shown in the figure, the embodiment of the present invention provides a device for determining the effect of advertising delivery, which is used to avoid the overlapping calculation of the exposure frequency and conversion frequency of the target advertisement in different media channels, thereby improving the accuracy of determining the delivery effect of the target advertisement in different media channels. The embodiment of the device corresponds to the aforementioned method embodiment. For ease of reading, this embodiment will no longer repeat the details of the aforementioned method embodiment one by one, but it should be clear that the device in this embodiment can correspond to all the contents of the aforementioned method embodiment. Specifically, Figure 3 As shown, the device comprises:

[0054] An acquisition unit 31 is used to acquire the exposure frequency and conversion frequency of the target advertisement in each media channel, wherein each exposure frequency and each conversion frequency has a corresponding source identifier;

[0055] The first processing unit 32 is used to pre-process the exposure frequency and conversion frequency of the target advertisement in each of the media channels according to the source identifier obtained by the acquisition unit 31, so as to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels, wherein the independent exposure frequency and the independent conversion frequency refer to the remaining exposure frequency and the remaining conversion frequency after eliminating the repeated exposure frequency and the repeated conversion frequency of each of the media channels from the same source identifier and the cross-exposure frequency and the cross-conversion frequency of each of the media channels and other media channels from the same source identifier;

[0056] A calculation unit 33, configured to calculate an independent conversion rate of the target advertisement in each of the media channels based on the independent exposure frequency and the independent conversion frequency of the target advertisement in each of the media channels obtained by the first processing unit 32;

[0057] The determination unit 34 is configured to determine the delivery effect of the target advertisement in each of the media channels by using the independent conversion rate of the target advertisement in each of the media channels obtained by the calculation unit 33 .

[0058] Further, such as Figure 4 As shown, the first processing unit 32 includes:

[0059] A deduplication module 321 is used to deduplicate the exposure frequency and conversion frequency of the target advertisement in each of the media channels based on the source identifier to obtain a non-duplicate exposure frequency and a non-duplicate conversion frequency of the target advertisement in each of the media channels;

[0060] A comparison module 322 is used to compare the non-re-exposure frequency and non-re-conversion frequency of the target advertisement obtained by the de-duplication module 321 in different media channels based on the source identifier, so as to obtain the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each media channel;

[0061] The first determination module 323 is used to determine the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels by using the frequency comparison result of the target advertisement in each of the media channels obtained by the comparison module 322 .

[0062] Further, such as Figure 4 As shown, the calculation unit 33 includes:

[0063] A statistics module 331 is used to count the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels;

[0064] The calculation module 332 is used to calculate the ratio of the independent exposure frequency of the target advertisement corresponding to each of the media channels obtained by the statistical module 331 to the independent conversion frequency of the target advertisement corresponding to each of the media channels, so as to obtain the independent conversion rate of the target advertisement in each of the media channels.

[0065] Further, such as Figure 4 As shown, the determining unit 34 includes:

[0066] An acquisition module 341 is used to acquire a preset conversion index value corresponding to the target advertisement;

[0067] The second determination module 342 is used to determine the delivery effect corresponding to each of the media channels according to the difference between the independent conversion rate of the target advertisement in each of the media channels obtained by the acquisition module 341 and the preset conversion index value corresponding to the target advertisement.

[0068] Further, such as Figure 4 As shown, the device also includes:

[0069] A detection unit 35, which detects whether the independent conversion rate of the target advertisement in each of the media channels is within a preset conversion range before the determination unit 34;

[0070] The second processing unit 36 ​​is used to mark the independent conversion rates within the preset conversion range detected by the detection unit 35 as credible independent conversion rates, and determine each of the media channels corresponding to each of the credible independent conversion rates as a credible media channel;

[0071] The second processing unit 36 ​​is further configured to mark the independent conversion rates detected by the detection unit 35 that are not within the preset conversion range as suspicious independent conversion rates, and determine each of the media channels corresponding to each of the suspicious independent conversion rates as a suspicious media channel;

[0072] The determining unit 34 is specifically configured to:

[0073] The delivery effect of the target advertisement in each of the credible media channels is determined by utilizing the credible independent conversion rate of the target advertisement in each of the credible media channels.

[0074] Further, such as Figure 4 As shown, the device also includes:

[0075] The acquisition unit 31 is further configured to acquire a media channel identifier corresponding to each media channel after the determination unit 34;

[0076] The creation unit 37 is used to create a mapping relationship table between the independent conversion rate of the target advertisement in each of the media channels and the delivery effect of the target advertisement in each of the media channels based on the media channel identifier obtained by the acquisition unit 31 .

[0077] Furthermore, an embodiment of the present invention also provides an electronic device, the electronic device includes a processor and a memory, the acquisition unit 31, the first processing unit 32, the calculation unit 33 and the determination unit 34 are all stored in the memory as program units, and the processor executes the program units stored in the memory to implement corresponding functions. The processor includes a kernel, and the kernel calls the corresponding program unit from the memory.

[0078] One or more kernels can be set. By adjusting kernel parameters, the exposure frequency and conversion frequency of target ads in different media channels can be prevented from being overlapped, thereby improving the accuracy of determining the delivery effect of target ads in different media channels.

[0079] An embodiment of the present invention provides a storage medium on which a program is stored. When the program is executed by a processor, the method for determining the effect of advertisement delivery is implemented.

[0080] An embodiment of the present invention provides a processor, which is used to run a program, wherein the method for determining the advertising delivery effect is executed when the program is running.

[0081] The embodiment of the present invention provides a device 40, such as Figure 5 As shown, the device 40 includes at least one processor 401, at least one memory 402 connected to the processor 401, and a bus 403; wherein the processor 401 and the memory 402 communicate with each other through the bus 403; the processor 401 is used to call the program instructions in the memory 402 to execute the above-mentioned task scheduling method. The device in this article can be a server, a PC, a PAD, a mobile phone, etc.

[0082] The present application also provides a computer program product, which, when executed on a data processing device, is suitable for executing a program that is initialized with the following method steps: obtaining the exposure frequency and conversion frequency of the target advertisement in each media channel, wherein each of the exposure frequency and each of the conversion frequency has a corresponding source identifier; preprocessing the exposure frequency and conversion frequency of the target advertisement in each of the media channels according to the source identifier to obtain an independent exposure frequency and an independent conversion frequency of the target advertisement in each of the media channels, wherein the independent exposure frequency and the independent conversion frequency refer to the remaining exposure frequency and the remaining conversion frequency after eliminating the repeated exposure frequency and repeated conversion frequency of each of the media channels from the same source identifier and the cross-exposure frequency and cross-conversion frequency of each of the media channels and other media channels from the same source identifier; calculating the independent conversion rate of the target advertisement in each of the media channels based on the independent exposure frequency and the independent conversion frequency of the target advertisement in each of the media channels; and determining the delivery effect of the target advertisement in each of the media channels using the independent conversion rate of the target advertisement in each of the media channels.

[0083] The exposure frequency and conversion frequency of the target advertisement in each media channel are preprocessed according to the source identifier to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, including: deduplicating the exposure frequency and conversion frequency of the target advertisement in each media channel based on the source identifier to obtain the non-duplicated exposure frequency and non-duplicated conversion frequency of the target advertisement in each media channel; comparing the non-duplicated exposure frequency and non-duplicated conversion frequency of the target advertisement in different media channels based on the source identifier to obtain the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each media channel; and determining the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel using the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each media channel.

[0084] The independent conversion rate of the target advertisement in each media channel is calculated based on the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel, including: separately counting the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel; calculating the ratio of the independent exposure frequency corresponding to the target advertisement in each media channel to the independent conversion frequency corresponding to the target advertisement in each media channel, so as to obtain the independent conversion rate of the target advertisement in each media channel.

[0085] The independent conversion rate of the target advertisement in each of the media channels is used to determine the delivery effect of the target advertisement in each of the media channels, including: obtaining a preset conversion index value corresponding to the target advertisement; and determining the delivery effect corresponding to each of the media channels based on the difference between the independent conversion rate of the target advertisement in each of the media channels and the preset conversion index value corresponding to the target advertisement.

[0086] Before using the independent conversion rate of the target advertisement in each of the media channels to determine the delivery effect of the target advertisement in each of the media channels, the method also includes: detecting whether the independent conversion rate of the target advertisement in each of the media channels is within a preset conversion range; marking the independent conversion rate within the preset conversion range as a credible independent conversion rate, and determining each of the media channels corresponding to each credible independent conversion rate as a credible media channel; marking the independent conversion rate that is not within the preset conversion range as a suspicious independent conversion rate, and determining each of the media channels corresponding to each suspicious independent conversion rate as a suspicious media channel; using the independent conversion rate of the target advertisement in each of the media channels to determine the delivery effect of the target advertisement in each of the media channels includes: using the credible independent conversion rate of the target advertisement in each of the credible media channels to determine the delivery effect of the target advertisement in each of the credible media channels.

[0087] After determining the delivery effect of the target advertisement in each of the media channels by using the independent conversion rate of the target advertisement in each of the media channels, the method further includes: obtaining a media channel identifier corresponding to each of the media channels; and creating a mapping relationship table between the independent conversion rate of the target advertisement in each of the media channels and the delivery effect of the target advertisement in each of the media channels based on the media channel identifier.

[0088] The present application is described with reference to the flowcharts and / or block diagrams of the methods, devices (systems), and computer program products according to the embodiments of the present application. It should be understood that each process and / or box in the flowchart and / or block diagram, as well as the combination of the processes and / or boxes in the flowchart and / or block diagram, can be implemented by computer program instructions. These computer program instructions can be provided to a processor of a general-purpose computer, a special-purpose computer, an embedded processor, or other programmable data processing device to generate a machine, so that the instructions executed by the processor of the computer or other programmable data processing device generate instructions for implementing the processes in the flowchart and / or block diagram. Figure 1 A process or multiple processes and / or boxes Figure 1 A device that provides the functions specified in a block or multiple blocks.

[0089] In a typical configuration, the device includes one or more processors (CPU), memory and bus. The device may also include input / output interface, network interface and the like.

[0090] The memory may include non-permanent memory in a computer-readable medium, random access memory (RAM) and / or non-volatile memory in the form of read-only memory (ROM) or flash RAM, and the memory includes at least one memory chip. The memory is an example of a computer-readable medium.

[0091] Computer readable media include permanent and non-permanent, removable and non-removable media that can be implemented by any method or technology to store information. Information can be computer readable instructions, data structures, program modules or other data. Examples of computer storage media include, but are not limited to, phase change memory (PRAM), static random access memory (SRAM), dynamic random access memory (DRAM), other types of random access memory (RAM), read-only memory (ROM), electrically erasable programmable read-only memory (EEPROM), flash memory or other memory technology, compact disk read-only memory (CD-ROM), digital versatile disk (DVD) or other optical storage, magnetic cassettes, magnetic tape magnetic disk storage or other magnetic storage devices or any other non-transmission media that can be used to store information that can be accessed by a computing device. As defined herein, computer readable media does not include temporary computer readable media (transitory media), such as modulated data signals and carrier waves.

[0092] It should also be noted that the terms "include", "comprises" or any other variations thereof are intended to cover non-exclusive inclusion, so that a process, method, commodity or device including a series of elements includes not only those elements, but also other elements not explicitly listed, or also includes elements inherent to such process, method, commodity or device. In the absence of more restrictions, the elements defined by the sentence "comprises a ..." do not exclude the existence of other identical elements in the process, method, commodity or device including the elements.

[0093] Those skilled in the art will appreciate that the embodiments of the present application may be provided as methods, systems or computer program products. Therefore, the present application may adopt the form of a complete hardware embodiment, a complete software embodiment or an embodiment in combination with software and hardware. Moreover, the present application may adopt the form of a computer program product implemented on one or more computer-usable storage media (including but not limited to disk storage, CD-ROM, optical storage, etc.) that contain computer-usable program code.

[0094] The above are only embodiments of the present application and are not intended to limit the present application. For those skilled in the art, the present application may have various changes and variations. Any modification, equivalent replacement, improvement, etc. made within the spirit and principle of the present application should be included within the scope of the claims of the present application.

Claims

1. A method for determining the effect of advertising, characterized in that: include: Obtaining the exposure frequency and conversion frequency of the target advertisement in each media channel, wherein each exposure frequency and each conversion frequency has a corresponding source identifier; Preprocessing the exposure frequency and conversion frequency of the target advertisement in each of the media channels according to the source identifier to obtain an independent exposure frequency and an independent conversion frequency of the target advertisement in each of the media channels, wherein the independent exposure frequency and the independent conversion frequency refer to the remaining exposure frequency and the remaining conversion frequency after eliminating the repeated exposure frequency and the repeated conversion frequency of each of the media channels from the same source identifier and the cross-exposure frequency and the cross-conversion frequency of each of the media channels and other media channels from the same source identifier; Calculating the independent conversion rate of the target advertisement in each of the media channels based on the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels; The delivery effect of the target advertisement in each of the media channels is determined by utilizing the independent conversion rate of the target advertisement in each of the media channels.

2. The method according to claim 1, characterized in that Preprocessing the exposure frequency and conversion frequency of the target advertisement in each media channel according to the source identifier to obtain the independent exposure frequency and independent conversion frequency of the target advertisement in each media channel includes: De-duplication of the exposure frequency and conversion frequency of the target advertisement in each of the media channels based on the source identifier to obtain a non-duplicate exposure frequency and a non-duplicate conversion frequency of the target advertisement in each of the media channels; Comparing the non-re-exposure frequency and the non-re-conversion frequency of the target advertisement in different media channels based on the source identifier to obtain the cross-exposure frequency and the cross-conversion frequency corresponding to the target advertisement in each media channel; The cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each of the media channels are used to determine the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels.

3. The method according to claim 1, characterized in that Calculating the independent conversion rate of the target advertisement in each of the media channels based on the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels includes: Counting the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels respectively; The ratio of the independent exposure frequency of the target advertisement in each of the media channels to the independent conversion frequency of the target advertisement in each of the media channels is calculated to obtain the independent conversion rate of the target advertisement in each of the media channels.

4. The method according to claim 1, characterized in that: Determining the delivery effect of the target advertisement in each of the media channels by using the independent conversion rate of the target advertisement in each of the media channels includes: Obtaining a preset conversion indicator value corresponding to the target advertisement; The delivery effect corresponding to each of the media channels is determined according to the difference between the independent conversion rate of the target advertisement in each of the media channels and the preset conversion index value corresponding to the target advertisement.

5. The method according to claim 1, characterized in that Before determining the delivery effect of the target advertisement in each of the media channels by using the independent conversion rate of the target advertisement in each of the media channels, the method further includes: Detecting whether the independent conversion rate of the target advertisement in each of the media channels is within a preset conversion range; Marking the independent conversion rates within the preset conversion range as credible independent conversion rates, and determining each of the media channels corresponding to each of the credible independent conversion rates as a credible media channel; Marking the independent conversion rates that are not within the preset conversion range as suspicious independent conversion rates, and determining each of the media channels corresponding to each of the suspicious independent conversion rates as a suspicious media channel; The determining the delivery effect of the target advertisement in each media channel by using the independent conversion rate of the target advertisement in each media channel includes: The delivery effect of the target advertisement in each of the credible media channels is determined by utilizing the credible independent conversion rate of the target advertisement in each of the credible media channels.

6. The method according to claim 1, characterized in that After determining the delivery effect of the target advertisement in each of the media channels by using the independent conversion rate of the target advertisement in each of the media channels, the method further includes: Obtaining a media channel identifier corresponding to each of the media channels; A mapping relationship table between the independent conversion rate of the target advertisement in each of the media channels and the delivery effect of the target advertisement in each of the media channels is created based on the media channel identifier.

7. An advertisement delivery effect determination device, characterized in that: include: An acquisition unit, used to acquire the exposure frequency and conversion frequency of the target advertisement in each media channel, wherein each of the exposure frequency and each of the conversion frequency has a corresponding source identifier; a first processing unit, configured to pre-process the exposure frequency and conversion frequency of the target advertisement in each of the media channels according to the source identifier obtained by the acquisition unit, so as to obtain an independent exposure frequency and an independent conversion frequency of the target advertisement in each of the media channels, wherein the independent exposure frequency and the independent conversion frequency refer to the remaining exposure frequency and the remaining conversion frequency after eliminating the repeated exposure frequency and the repeated conversion frequency of each of the media channels from the same source identifier and the cross-exposure frequency and the cross-conversion frequency of each of the media channels and other media channels from the same source identifier; a calculation unit, configured to calculate an independent conversion rate of the target advertisement in each of the media channels based on the independent exposure frequency and the independent conversion frequency of the target advertisement in each of the media channels obtained by the first processing unit; A determination unit is used to determine the delivery effect of the target advertisement in each of the media channels by using the independent conversion rate of the target advertisement in each of the media channels obtained by the calculation unit.

8. The device according to claim 7, characterized in that The first processing unit comprises: A deduplication module, configured to deduplicate the exposure frequency and conversion frequency of the target advertisement in each of the media channels based on the source identifier, so as to obtain a non-duplicate exposure frequency and a non-duplicate conversion frequency of the target advertisement in each of the media channels; A comparison module, configured to compare the non-re-exposure frequency and non-re-conversion frequency of the target advertisement obtained by the de-duplication module in different media channels based on the source identifier, so as to obtain the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each media channel; The first determination module is used to determine the independent exposure frequency and independent conversion frequency of the target advertisement in each of the media channels using the cross-exposure frequency and cross-conversion frequency corresponding to the target advertisement in each of the media channels obtained by the comparison module.

9. A storage medium, characterized in that: The storage medium includes a stored program, wherein when the program is executed, the device where the storage medium is located is controlled to execute the method for determining the advertising delivery effect according to any one of claims 1 to 6.

10. An electronic device, comprising at least one processor, and at least one memory and a bus connected to the processor; wherein: The processor and the memory communicate with each other via the bus; The processor is used to call the program instructions in the memory to execute the method for determining the advertising effect according to any one of claims 1 to 6.

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