Programmed advertisement putting method, device, system and equipment and storage medium

Abstract

The invention relates to the technical field of Internet, and discloses a programmed advertisement putting method, device, system and equipment and a storage medium. The programmed advertisement putting method comprises the following steps: receiving an advertisement request which is initiated by a client and carries user information and resource niche information; based on the user information and the resource niche information, generating an advertisement bidding invitation and sending the advertisement bidding invitation to a plurality of advertisement platforms for bidding response; and based on the advertisement access mode of each advertisement platform, calling a corresponding access component or access service to receive advertisement resources and advertisement prices returned by the advertisement platform, bidding each advertisement platform, and issuing the advertisement resources of the target advertisement platform winning for bidding to the client for advertisement putting. According to the invention, through a modularization packaging advertisement access mode, a programmed advertisement system can be realized based on a plurality of access components, and different advertisement access modes at different ends are adapted, so that flexible cross-end advertisement real-time bidding is realized.

Description

Technical Field

[0001] The present invention relates to the field of Internet technology, and in particular to a programmatic advertising delivery method, device, system, equipment and storage medium. Background Art

[0002] In the Internet digital age, applications in various user terminals (such as mobile phones) are used by a large number of users every day, thus generating a large amount of user traffic. Advertising monetization is one of the main ways for applications to make profits by displaying advertisements. It is also a reliable business model, and programmatic advertising is currently a commonly used method for advertising monetization.

[0003] Programmatic Advertising refers to advertising transactions and management using digital information technology. The mainstream access methods for programmatic advertising include API, SDK and H5. The choice of access method will affect the design and technical implementation of the entire advertising trading platform and the demand-side platform. Currently, most of the ads recalled and real-time bidding in the advertising trading platform are obtained through the same access method. There is no unified resource management and unified distribution of ads on different terminals and different access methods. The single advertising access method not only limits the advertising scope of advertisers, but also reduces the advertising monetization source of traffic owners. Summary of the invention

[0004] The main purpose of the present invention is to provide a programmatic advertising delivery method, device, system, equipment and storage medium, aiming to solve the technical problem of how to adapt different advertising accesses at different ends.

[0005] A first aspect of the present invention provides a programmatic advertising delivery method, which is applied to a programmatic advertising system. The programmatic advertising delivery method includes:

[0006] Receiving an advertisement request initiated by a client, wherein the advertisement request includes user information and resource location information;

[0007] Based on the user information and the resource location information, an advertisement bidding invitation is generated and sent to several advertisement platforms for bidding response;

[0008] Based on the advertisement access mode of each of the advertisement platforms, calling the corresponding access component or access service to receive the advertisement resources and advertisement prices returned by the plurality of advertisement platforms that respond to the advertisement bidding invitation;

[0009] Based on the advertisement price and the preset bidding strategy, bidding is conducted for each of the advertisement platforms, and the advertisement resources of the target advertisement platform that wins the bidding are sent to the client for advertisement delivery.

[0010] Optionally, in a first implementation of the first aspect of the present invention, before receiving the advertisement request initiated by the client, the method further includes:

[0011] Based on the preset event-driven model, each advertising platform is registered as a channel, and each registered channel is monitored in real time, wherein one advertising platform is registered as one channel.

[0012] Optionally, in a second implementation of the first aspect of the present invention, after the advertisement access method based on each of the advertisement platforms is called to receive advertisement resources and advertisement prices returned by several advertisement platforms in response to the advertisement bidding invitation, the method further includes:

[0013] When any channel event is monitored, the data in the corresponding channel is stored in the distributed cache in the form of a key-value pair, where the unique identifier of the ad request is the key value and the data in the channel is the value.

[0014] Optionally, in a third implementation of the first aspect of the present invention, after storing the data in the corresponding channel in the distributed cache in the form of key-value pairs when any channel event is monitored, the method further includes:

[0015] Determine whether all current channels have returned data or whether the set maximum waiting time has been reached;

[0016] If all current channels have returned data or reached the set maximum waiting time, the data stored in the distributed cache is filtered based on the user information and the resource bit information.

[0017] Optionally, in a fourth implementation of the first aspect of the present invention, bidding on each of the advertising platforms based on the advertising price and a preset bidding strategy, and sending the advertising resources of the target advertising platform that wins the bidding to the client for advertising delivery includes:

[0018] Based on the advertisement price and the preset bidding strategy, real-time bidding is performed on the remaining advertisement platforms filtered in the distributed cache, and a target advertisement platform winning the bidding is determined;

[0019] The advertising resources of the target advertising platform are sent to the client for advertising delivery.

[0020] Optionally, in a fifth implementation of the first aspect of the present invention, generating an advertisement bidding invitation based on the user information and the resource location information and sending the invitation to several advertisement platforms for bidding response includes:

[0021] Based on the resource position information, determining the advertisement resource position corresponding to the advertisement request, and generating a unique identifier of the advertisement request;

[0022] Based on the user information and the resource position information, generating an advertisement bidding invitation corresponding to the advertisement resource position;

[0023] Based on the preset resource bit flow allocation strategy, the advertisement bidding invitation is sent to several advertisement platforms that meet the delivery conditions to wait for bidding response.

[0024] A second aspect of the present invention provides a programmatic advertising delivery device, which is applied to a programmatic advertising system. The programmatic advertising delivery device includes:

[0025] A request receiving module, used to receive an advertisement request initiated by a client, wherein the advertisement request includes user information and resource location information;

[0026] A bidding invitation module, used to generate an advertisement bidding invitation based on the user information and the resource position information and send it to several advertisement platforms for bidding response;

[0027] An advertisement access module, configured to call a corresponding access component or access service to receive advertisement resources and advertisement prices returned by several advertisement platforms that respond to the advertisement bidding invitation based on the advertisement access mode of each of the advertisement platforms;

[0028] The bidding delivery module is used to bid on each of the advertising platforms based on the advertising price and the preset bidding strategy, and send the advertising resources of the target advertising platform that wins the bidding to the client for advertising delivery.

[0029] Optionally, in a first implementation of the second aspect of the present invention, the programmatic advertising delivery device further includes:

[0030] The channel registration module is used to register the channel for each advertising platform based on a preset event-driven model, and to monitor each registered channel in real time, wherein one advertising platform is registered as one channel.

[0031] Optionally, in a second implementation of the second aspect of the present invention, the programmatic advertising delivery device further includes:

[0032] The distributed storage module is used to store the data in the corresponding channel in the distributed cache in the form of key-value pairs when any channel event is monitored, where the unique identifier of the advertisement request is the key value and the data in the channel is the value value.

[0033] Optionally, in a third implementation of the second aspect of the present invention, the programmatic advertising delivery device further includes:

[0034] The advertisement filtering module is used to determine whether all current channels have returned data or whether the set maximum waiting time has been reached; if all current channels have returned data or the set maximum waiting time has been reached, the data stored in the distributed cache is filtered based on the user information and the resource position information.

[0035] Optionally, in a fourth implementation of the second aspect of the present invention, the bidding delivery module is specifically used to:

[0036] Based on the advertisement price and the preset bidding strategy, real-time bidding is performed on the remaining advertisement platforms filtered in the distributed cache, and a target advertisement platform winning the bidding is determined;

[0037] The advertising resources of the target advertising platform are sent to the client for advertising delivery.

[0038] Optionally, in a fifth implementation of the second aspect of the present invention, the bidding invitation module is specifically used to:

[0039] Based on the resource position information, determining the advertisement resource position corresponding to the advertisement request, and generating a unique identifier of the advertisement request;

[0040] Based on the user information and the resource position information, generating an advertisement bidding invitation corresponding to the advertisement resource position;

[0041] Based on the preset resource bit flow allocation strategy, the advertisement bidding invitation is sent to several advertisement platforms that meet the delivery conditions to wait for bidding response.

[0042] A third aspect of the present invention provides a programmatic advertising system, the programmatic advertising system comprising: the programmatic advertising delivery device described above and a plurality of access components;

[0043] The access components include at least SDK components, API components and H5 components for accessing different types of external advertising platforms, and the programmatic advertising system also includes access services for accessing internal supplier platforms.

[0044] A fourth aspect of the present invention provides a computer device, comprising: a memory and at least one processor, wherein the memory stores instructions; the at least one processor calls the instructions in the memory so that the computer device executes the above-mentioned programmatic advertising delivery method.

[0045] A fifth aspect of the present invention provides a computer-readable storage medium, wherein the computer-readable storage medium stores instructions, which, when executed on a computer, enable the computer to execute the above-mentioned programmatic advertising delivery method.

[0046] In the technical solution provided by the present invention, an advertising request initiated by a client carrying user information and resource position information is first received, and then an advertising bidding invitation is generated based on the user information and resource position information and sent to several advertising platforms for bidding response; in order to adapt to different advertising access methods at different ends, the present invention adopts a componentized encapsulation advertising access method, and then receives the advertising resources and advertising prices returned by several advertising platforms that respond to the advertising bidding invitation by calling corresponding access components or access services; finally, based on the advertising price given by the advertising platform and the preset bidding strategy, each channel party is bid, and the advertising resources of the target advertising platform that wins the bid are sent to the client for advertising delivery. The present invention uses a componentized encapsulation advertising access method, and then can realize a programmatic advertising system based on multiple access components, adapt to different advertising access methods at different ends, thereby realizing flexible cross-end advertising real-time bidding, ensuring low latency while maximizing advertising CPM (cost per thousand impressions). BRIEF DESCRIPTION OF THE DRAWINGS

[0047] Figure 1 This is a schematic diagram of a first embodiment of a programmatic advertising delivery method in an embodiment of the present invention;

[0048] Figure 2 It is a schematic diagram of a second embodiment of the programmatic advertising delivery method in an embodiment of the present invention;

[0049] Figure 3 A schematic diagram of an embodiment of a programmatic advertising delivery device in an embodiment of the present invention;

[0050] Figure 4 A schematic diagram of an embodiment of a technical framework adopted by a programmatic advertising delivery system in an embodiment of the present invention;

[0051] Figure 5 FIG. 1 is a schematic diagram of an embodiment of a computer device in an embodiment of the present invention. DETAILED DESCRIPTION

[0052] The terms "first", "second", "third", "fourth", etc. (if any) in the specification and claims of the present invention and the above-mentioned drawings are used to distinguish similar objects, and are not necessarily used to describe a specific order or sequence. It should be understood that the data used in this way can be interchanged where appropriate, so that the embodiments described herein can be implemented in an order other than that illustrated or described herein. In addition, the terms "including" or "having" and any variations thereof are intended to cover non-exclusive inclusions, for example, a process, method, system, product or device that includes a series of steps or units is not necessarily limited to those steps or units that are clearly listed, but may include other steps or units that are not clearly listed or inherent to these processes, methods, products or devices.

[0053] For ease of understanding, the specific process of the embodiment of the present invention is described below. Figure 1 The first embodiment of the programmatic advertising delivery method in the embodiment of the present invention includes:

[0054] 101. Receive an advertisement request initiated by a client, wherein the advertisement request includes user information and resource location information;

[0055] Programmatic advertising refers to the automated purchase and delivery of advertisements through precise control and optimization of each link of advertisement delivery. The programmatic advertising system involves multiple key roles, including users, traffic owners, and advertisers, as well as multiple platforms, including demand-side platforms (DSP), supply-side platforms (Sell-Side Platform, SSP) and advertising exchanges (ADX).

[0056] Clients, including mobile terminals, personal computers, etc., a large number of users use the products of traffic owners to generate traffic, such as various APPs, websites and other operators. Receiving advertising requests initiated by clients (such as websites, applications, applets, etc. in mobile terminals) and processing these requests is an important part of the advertising transaction ecosystem. In this step, the advertising request usually contains user information and resource location information.

[0057] (1) User information mainly includes:

[0058] Unique user identifier: such as device ID, cookies, etc., used to identify unique users for user profiling and personalized advertising recommendations.

[0059] User behavior data: user's browsing history, click behavior, search keywords, etc. These data help understand user interests and preferences.

[0060] User geographic location: The user's current location or common location, which can be used for regional advertising.

[0061] Other personal information (under the premise of legality and compliance): such as age, gender, occupation, etc., to further refine the user portrait.

[0062] (2) Resource location information mainly includes:

[0063] Ad slot size: The specific size of the ad display area to ensure that the ad creative can fit.

[0064] Ad position: The specific location on a page or app, such as the top of the homepage or the bottom of an article, affects the visibility and click-through rate of the ad.

[0065] Ad placement type: such as banner ads, interstitial ads, video ads, etc., determines the form of ad display and the way of interaction.

[0066] In this embodiment, when a user triggers an advertisement on a client (website, application, or mini-program, etc.) (such as opening a page, scrolling to a specific location, etc.), the client will send an advertisement request containing user information and resource location information to the advertising exchange ADX.

[0067] After receiving an ad request, the ad exchange platform will first perform a series of verification tasks, including verifying the legitimacy of the request, the authenticity of the user information, and the accuracy of the resource location information.

[0068] 102. Generate an advertisement bidding invitation based on the user information and the resource position information and send it to several advertisement platforms for bidding response;

[0069] The programmatic advertising trading system in the embodiment of the present invention can be connected to multiple different advertising platforms, which can be external channels, such as large companies and advertising alliance platforms, or internal channels, such as the internal demand-side platform DSP built by itself, which is used to maintain the advertising resources provided by advertisers entrusted by this platform.

[0070] Generating advertising bidding invitations based on user information and resource position information and sending them to several advertising platforms (including advertising platforms of internal channels and advertising platforms of external channels) for bidding responses is a key link in ensuring efficient allocation of advertising resources and maximizing advertising value.

[0071] After receiving the ad request from the client, the ad exchange platform (such as ADX) will first integrate the user information and resource information. This information is the basis for generating bidding invitations and is crucial for subsequent ad matching and bidding.

[0072] Based on user profiles (such as user interests, preferences, behavior patterns, etc.) and resource characteristics (such as location, size, type, etc.), the advertising exchange platform customizes personalized advertising bidding invitations. The invitation will describe the context of the ad display in detail so that the advertising platform can more accurately evaluate the value of the ad.

[0073] In this embodiment, the advertising exchange platform will determine the advertising platforms participating in the bidding based on certain strategies (such as historical performance, partnerships, advertising inventory, etc.). These advertising platforms include both internal channel advertising platforms (such as the advertiser's own advertising platform) and external channel advertising platforms (such as other DSPs, advertising networks, etc.).

[0074] The advertising exchange platform sends the customized advertising bidding invitation to the selected advertising platform and waits for the other party's bidding response. The advertising bidding invitation contains key information such as user information (encrypted or desensitized), resource location information, bidding rules, and bidding deadline.

[0075] 103. Based on the advertisement access mode of each of the advertisement platforms, calling a corresponding access component or access service to receive advertisement resources and advertisement prices returned by several advertisement platforms that respond to the advertisement bidding invitation;

[0076] Each advertising platform has its own specific advertising access methods, which may include API interface calls, SDK integration, server-to-server communication protocols (such as HTTP / HTTPS, WebSocket, etc.) or other custom methods. When an advertising bidding invitation is sent out, ADX will identify its access method based on the advertising platform's identification or configuration information.

[0077] According to the identified access method, the advertising exchange platform will call the corresponding access component or access service to prepare to receive the response from the advertising platform. The access component or access service can be a pre-developed library, framework, middleware or microservice that is responsible for handling the communication details with the advertising platform. By calling the access component or access service, a communication connection will be established between the advertising exchange platform and the advertising platform, which can be real-time (such as WebSocket connection) or based on the request-response mode (such as HTTP request).

[0078] Once the communication connection is established, the advertising platform can send a bid response to the advertising exchange through the connection. The bid response contains the advertising resources and advertising prices that the advertising platform is willing to provide for the ad display. The advertising exchange receives and parses the bid responses returned by each advertising platform, and extracts key information such as advertising resources and advertising prices from them. This key information will be used in subsequent bidding decisions and ad display processes.

[0079] In addition, after receiving and parsing the bid response, the advertising exchange platform also needs to verify and check this information to ensure its legality, authenticity and validity, including: checking the compliance of advertising resources, the rationality of advertising prices and the integrity of the bid response.

[0080] 104. Based on the advertisement price and the preset bidding strategy, bidding is conducted for each of the advertisement platforms, and the advertisement resources of the target advertisement platform that wins the bidding are sent to the client for advertisement delivery.

[0081] After the advertising bidding invitation is issued, the advertising exchange platform will collect the bidding responses returned by each advertising platform. These responses include the advertising price (such as CPC, CPM, etc.) and the corresponding advertising resources (such as advertising materials, landing page links, etc.). Among them, advertising materials include one or more of the following combinations: pictures, videos, audio, titles, barrages, jump links, etc.

[0082] Ad exchanges evaluate the collected ad prices and ad resources based on preset bidding strategies. Bidding strategies may include a variety of factors, such as ad quality, historical performance, advertiser budget, ad platform priority, etc. Bidding strategies may also involve complex algorithms, such as machine learning models, to predict ad performance and optimize bidding decisions.

[0083] Based on the ad price and the preset bidding strategy, the ad exchange will bid against each ad platform. The bidding process may involve multiple rounds until the final winner is determined. In some cases, the bidding may adopt the real-time bidding (RTB) model, that is, the ad exchange evaluates the bids of multiple ad platforms in real time in a very short time and immediately determines the winner.

[0084] After the bidding process, the ad exchange will determine the target ad platform that wins the bid. The winner is usually the ad platform with the highest bid or the one that best meets the bidding strategy. Once the target ad platform that wins the bid is determined, the ad exchange will send its ad resources (including ad creatives, landing page links, etc.) to the client. The sending process may involve communication protocols with the client (such as HTTP / HTTPS, WebSocket, etc.), as well as format conversion and adaptation of ad resources.

[0085] In addition, after receiving the advertising resources, the client will place the advertisement. The timing, location and method of advertisement placement may be determined by the client based on its own strategy. The advertising exchange platform will work with the client to track and evaluate the effect of advertising placement, including monitoring key indicators such as advertising exposure, click volume, conversion rate, etc., for subsequent optimization.

[0086] This embodiment first receives an advertising request initiated by a client that carries user information and resource location information, and then generates an advertising bidding invitation based on the user information and resource location information and sends it to several advertising platforms for bidding responses; in order to adapt to different advertising access methods on different ends, this embodiment adopts a componentized encapsulated advertising access method, and then receives advertising resources and advertising prices returned by several advertising platforms that respond to the advertising bidding invitation by calling corresponding access components or access services; finally, based on the advertising price given by the advertising platform and the preset bidding strategy, bids are conducted on each channel, and the advertising resources of the target advertising platform that wins the bid are sent to the client for advertising delivery. This embodiment uses a componentized encapsulated advertising access method to implement a programmatic advertising system based on multiple access components, adapt to different advertising access methods on different ends, and thus achieve flexible cross-end advertising real-time bidding, ensuring low latency while maximizing advertising CPM (cost per thousand impressions).

[0087] See also Figure 2 Compared with the first embodiment, in this embodiment, from the perspective of user experience and advertising value, advertisement delivery must take into account low latency, dynamic business strategy and high value at the same time. Therefore, in this embodiment, in the design and implementation of the programmatic advertising system, in addition to taking into account a more flexible advertising access method, the low time consumption of the overall link is also guaranteed. The second embodiment of the programmatic advertising delivery method in the embodiment of the present invention includes:

[0088] 201. Based on the preset event-driven model, register each advertising platform as a channel, and monitor each registered channel in real time, wherein one advertising platform is registered as one channel;

[0089] In this embodiment, the event-driven model preferably adopts the NIO Reactor model, which is an event-driven development model mainly used to write high-performance network servers and client programs. In the NIO Reactor model, the server program monitors multiple client connections and synchronously dispatches events on these connections (such as readable, writable, connection established, etc.) to corresponding processing threads or processors.

[0090] In a system based on the NIO Reactor model, each advertising platform can be regarded as an independent network connection (i.e., a Channel). In the NIO Reactor model, there are usually one or more Reactors (usually Selectors) to listen to events on the Channel. Each advertising platform (Channel) will register with the Selector of the NIO Reactor model and specify the event type it is interested in, such as the readable (SelectionKey.OP_READ) event, which means that there is data to be read. The following details how to register a channel for each advertising platform based on the NIO Reactor model and monitor it in real time:

[0091] (1) Initialize Selector

[0092] Create one or more Selector objects. Typically, a single Selector can manage hundreds or thousands of Channels.

[0093] (2) Create a Channel for each advertising platform and register it to the Selector

[0094] For each advertising platform, you need to create a Channel (which can be a SocketChannel or DatagramChannel), configure it in non-blocking mode, and then register it with the Selector.

[0095] (3) Listening to Selector in a separate thread

[0096] In a separate thread, use the select() method of Selector to listen to the events of the Channels registered on it. This method will block until at least one Channel is ready on the previously registered event.

[0097] 202. Receive an advertisement request initiated by a client, wherein the advertisement request includes user information and resource location information;

[0098] 203. Generate an advertisement bidding invitation based on the user information and the resource position information and send it to several advertisement platforms for bidding response;

[0099] In one embodiment, the above step 203 further includes:

[0100] 2031. Determine the advertisement resource position corresponding to the advertisement request based on the resource position information, and generate a unique identifier for the advertisement request;

[0101] In this embodiment, specific resource location information is first extracted or parsed from the advertisement request, including the resource location ID, type (such as banner advertisement, pre-roll advertisement, etc.), size, location, etc. Then, according to the parsed resource location information, the corresponding advertisement resource location is searched and determined in the system, such as searching a database or cache to obtain detailed information of the resource location.

[0102] In addition, a unique identifier RID is further generated for the current advertisement request, and the identifier will be used for subsequent tracking and recording of the processing process of the advertisement request.

[0103] 2032. Generate an advertisement bidding invitation corresponding to the advertisement resource position based on the user information and the resource position information;

[0104] In this embodiment, the user's relevant information, such as user ID, age, gender, interest preferences, etc., is first obtained from the advertisement request. Then, based on the user information and resource information, an advertisement bidding invitation is constructed. The bidding invitation usually contains detailed information of the advertisement resource (such as resource ID, type, size, etc.), user information (such as user portrait data), bidding parameters (such as bidding method, bid upper limit, etc.), and a unique identifier of the request. Finally, the bidding invitation is formatted into a format suitable for sending to the advertising platform (such as JSON or XML).

[0105] 2033. Based on the preset resource bit flow allocation strategy, the advertisement bidding invitation is sent to several advertisement platforms meeting the delivery conditions to wait for bidding responses;

[0106] In this embodiment, first determine which advertising platforms meet the delivery conditions of the current ad request based on the preset resource position flow allocation strategy. For example, the delivery conditions can be based on the historical performance of the advertising platform, the matching degree between the user profile and the channel audience, the specific requirements of the advertising resource position, etc.; then select several advertising platforms that meet the delivery conditions from all possible advertising platforms. The selection method of the advertising platform can be based on load balancing, priority sorting, random selection or more complex algorithms.

[0107] After determining the advertising platform, you can send the bidding invitation to the selected advertising platform. For example, this can be done through HTTP requests, message queues (such as Kafka, RabbitMQ) or other communication mechanisms. When sending, you need to ensure the accuracy and completeness of the bidding invitation, and record the detailed information sent (such as sending time, recipient address, etc.) for subsequent tracking. After sending the bidding invitation, the system will wait for the bidding response from the advertising platform. The bidding response will contain information such as the bid that the advertising platform is willing to pay for displaying the advertisement and the content of the advertisement.

[0108] 204. Based on the advertisement access mode of each of the advertisement platforms, calling a corresponding access component or access service to receive advertisement resources and advertisement prices returned by several advertisement platforms that respond to the advertisement bidding invitation;

[0109] In this embodiment, the access components at least include SDK components, API components and H5 components for accessing different types of external advertising platforms. Different types of external advertising platforms return the advertising resources and advertising prices that respond to the advertising bidding invitation to the programmatic advertising system through the corresponding access components. For internal advertising platforms, the access service accesses the internal supplier platform to recall advertising resources.

[0110] 205. When any channel event is monitored, the data in the corresponding channel is stored in the distributed cache in the form of a key-value pair, where the unique identifier of the advertisement request is the key value and the data in the channel is the value;

[0111] In this embodiment, when it is detected that the Channel is readable, the advertising data (advertising resources and advertising prices) is read from the Channel and processed as needed. For example, the advertising data is stored in the distributed cache with RID as the key. In a system based on the NIO Reactor model, when any channel (Channel) event is monitored, especially a read event (ReadEvent), it usually means that there is data to be read from the channel. The read data is stored in the distributed cache in the form of a key-value pair, and the unique identifier RID of the advertising request is used as the key (Key) and the data in the channel is used as the value (Value).

[0112] In this embodiment, NIO Reactor model asynchronous concurrent requests and distributed cache are used to reduce the overall link time consumption and improve the access flexibility of advertising links and advertising monetization capabilities.

[0113] 206. Determine whether all current channels have returned data or whether the set maximum waiting time has been reached;

[0114] 207. If all current channels have returned data or the set maximum waiting time has been reached, the data stored in the distributed cache is filtered based on the user information and the resource bit information;

[0115] In this embodiment, one or more counters are set to track whether each advertising channel has returned data. Once all channels have returned data (or the maximum waiting time has been reached), the data stored in the distributed cache is filtered, which can be achieved by polling the cache, using a timer, etc.

[0116] 208. Based on the advertisement price and the preset bidding strategy, real-time bidding is performed on the remaining advertisement platforms filtered in the distributed cache, and a target advertisement platform winning the bidding is determined;

[0117] In the programmatic advertising system, after the screening and preparation in the previous steps, it is necessary to determine in real time which advertising platform will win the bid based on the advertising price and the preset bidding strategy, and send the corresponding advertising resources to the client for delivery.

[0118] In this embodiment, once a bidding response is received, the system first retrieves the bidding information of the remaining advertising platforms after filtering from the distributed cache. This information usually includes the price that the advertising platform is willing to pay for displaying the advertisement (i.e., the bid), the content of the advertisement, and other additional information that may affect the bidding decision (such as the advertisement quality score, the historical performance of the advertising platform, etc.). Then, the preset bidding strategy is used to determine which advertising platform will win the bid. The bidding strategy can be based on a variety of factors, including but not limited to the bid price, the quality of the advertisement, the matching degree between the user portrait and the advertisement content, the priority of the advertising platform, etc.

[0119] In one embodiment, the following bidding strategies may be adopted, including:

[0120] (1) The highest bidder wins strategy: Simply choose the advertising platform with the highest bid.

[0121] (2) Comprehensive scoring strategy: The winner is determined by considering the comprehensive score of the bid and other factors (such as ad quality score).

[0122] (3) Budget smoothing strategy: Select the optimal advertising platform while ensuring that the advertiser's budget is evenly consumed.

[0123] (4) Round Robin / Carousel Strategy: Select from multiple advertising platforms in turn to achieve a certain degree of fairness.

[0124] Based on the above bidding strategy, the target advertising platform that wins the bidding can be determined.

[0125] 209. Send the advertising resources of the target advertising platform to the client for advertising delivery.

[0126] After determining the target advertising platform that wins the bidding, the advertising exchange platform will send its advertising resources to the client. The sending process may involve communication protocols with the client (such as HTTP / HTTPS, WebSocket, etc.), as well as format conversion and adaptation of advertising resources. In addition, after sending the advertisement, you can also monitor events such as ad display and clicks, and track the effectiveness of the advertisement (such as conversion rate, ROI, etc.), which will help optimize future advertising strategies.

[0127] The above describes the programmatic advertising delivery method in the embodiment of the present invention. The following describes the programmatic advertising delivery device in the embodiment of the present invention. Figure 3 In one embodiment of the present invention, a programmatic advertising delivery device includes:

[0128] The request receiving module 301 is used to receive an advertisement request initiated by a client, wherein the advertisement request includes user information and resource location information;

[0129] The bidding invitation module 302 is used to generate an advertisement bidding invitation based on the user information and the resource position information and send it to several advertisement platforms for bidding response;

[0130] The advertisement access module 303 is used to call the corresponding access component or access service to receive the advertisement resources and advertisement prices returned by the advertisement platforms that respond to the advertisement bidding invitation based on the advertisement access mode of each advertisement platform;

[0131] The bidding module 304 is used to bid on each of the advertising platforms based on the advertising price and the preset bidding strategy, and send the advertising resources of the target advertising platform that wins the bidding to the client for advertising delivery.

[0132] Optionally, in one embodiment, the bidding invitation module 302 is specifically used to:

[0133] Based on the resource position information, determining the advertisement resource position corresponding to the advertisement request, and generating a unique identifier of the advertisement request;

[0134] Based on the user information and the resource position information, generating an advertisement bidding invitation corresponding to the advertisement resource position;

[0135] Based on the preset resource bit flow allocation strategy, the advertisement bidding invitation is sent to several advertisement platforms that meet the delivery conditions to wait for bidding response.

[0136] Optionally, in one embodiment, the programmatic advertising delivery device further includes:

[0137] The channel registration module 305 is used to register the channel of each advertising platform based on a preset event-driven model, and to monitor each registered channel in real time, wherein one advertising platform is registered as one channel.

[0138] Optionally, in one embodiment, the programmatic advertising delivery device further includes:

[0139] The distributed storage module 306 is used to store the data in the corresponding channel in the distributed cache in the form of key-value pairs when any channel event is monitored, where the unique identifier of the advertisement request is the key value and the data in the channel is the value value.

[0140] Optionally, in one embodiment, the programmatic advertising delivery device further includes:

[0141] The advertisement filtering module 307 is used to determine whether all current channels have returned data or whether the set maximum waiting time has been reached; if all current channels have returned data or the set maximum waiting time has been reached, the data stored in the distributed cache is filtered based on the user information and the resource position information.

[0142] Optionally, in one embodiment, the bidding module 304 is specifically used to:

[0143] Based on the advertisement price and the preset bidding strategy, real-time bidding is performed on the remaining advertisement platforms filtered in the distributed cache, and a target advertisement platform winning the bidding is determined;

[0144] The advertising resources of the target advertising platform are sent to the client for advertising delivery.

[0145] The present invention also provides a programmatic advertising system, which includes: the programmatic advertising delivery device described in this embodiment and multiple access components;

[0146] like Figure 4 As shown, the access component includes at least an SDK component, an API component, and an H5 component for accessing different types of external advertising platforms, and also includes an access service for accessing an internal supplier platform DSP.

[0147] SDK components: SDK (Software Development Kit) is a collection of development tools for building application software on specific software packages, software frameworks, hardware platforms, operating systems, etc. provided by third-party service providers. SDK components are mainly used for deep integration with different advertising channels (such as Facebook, Google Ads, Tencent Ads, etc.). SDK components usually include the interfaces, methods, protocols, etc. required to interact with specific advertising platforms.

[0148] API component: API (Application Programming Interface) is a set of definitions, programs and protocols. Through the API interface, computer software can communicate with each other. API components are used to exchange data and transmit instructions with external advertising channels or internal systems. Through API, advertisers or DSPs can obtain advertising display data, adjust advertising strategies, trigger advertising bidding, etc.

[0149] H5 component: H5, or HTML5, is a standard technology for building and presenting Internet content. H5 components are often used to create cross-platform advertising materials that can be displayed seamlessly on different devices and browsers. With H5 technology, advertisers can create ads with rich interactive elements to improve user experience and advertising effectiveness.

[0150] Internal supply-side platform DSP access service: DSP access service refers to a series of access support and tools provided for internal DSP platforms to ensure that DSP can efficiently exchange data with advertising networks, advertising trading platforms, etc. DSP access service includes but is not limited to data interface definition, API documentation, SDK integration guide, technical support, etc., aiming to help DSP platforms quickly access external advertising resources, optimize advertising delivery strategies, and improve advertising conversion rates and ROI (return on investment).

[0151] Since the embodiments of the device part correspond to the embodiments of the above-mentioned method, please refer to the above-mentioned method embodiments for the introduction of the programmatic advertising delivery device provided by the present invention. The present invention will not be repeated here, and it has the same beneficial effects as the above-mentioned programmatic advertising delivery method.

[0152] above Figure 3 The programmatic advertisement delivery apparatus in the embodiment of the present invention is described in detail from the perspective of modular functional entities, and the computer device in the embodiment of the present invention is described in detail from the perspective of hardware processing.

[0153] Figure 51 is a schematic diagram of the structure of a computer device provided in an embodiment of the present invention. The computer device 500 may have relatively large differences due to different configurations or performances, and may include one or more processors (central processing units, CPU) 510 (for example, one or more processors) and a memory 520, and one or more storage media 530 (for example, one or more mass storage devices) storing application programs 533 or data 532. Among them, the memory 520 and the storage medium 530 can be short-term storage or permanent storage. The program stored in the storage medium 530 may include one or more modules (not shown in the figure), and each module may include a series of instruction operations in the computer device 500. Furthermore, the processor 510 may be configured to communicate with the storage medium 530 to execute a series of instruction operations in the storage medium 530 on the computer device 500.

[0154] The computer device 500 may also include one or more power supplies 540, one or more wired or wireless network interfaces 550, one or more input and output interfaces 560, and / or one or more operating systems 531, such as Windows Server, Mac OS X, Unix, Linux, FreeBSD, etc. It will be appreciated by those skilled in the art that Figure 5 The illustrated computer device structure does not constitute a limitation on the computer device, and may include more or fewer components than illustrated, or combine certain components, or arrange the components differently.

[0155] The present invention also provides a computer device, which includes a memory and a processor. The memory stores computer-readable instructions. When the computer-readable instructions are executed by the processor, the processor executes the steps of the programmatic advertising delivery method in the above-mentioned embodiments.

[0156] The present invention also provides a computer-readable storage medium, which may be a non-volatile computer-readable storage medium or a volatile computer-readable storage medium. Instructions are stored in the computer-readable storage medium. When the instructions are executed on a computer, the computer executes the steps of the programmatic advertising delivery method.

[0157] Those skilled in the art can clearly understand that, for the convenience and brevity of description, the specific working processes of the systems, devices and units described above can refer to the corresponding processes in the aforementioned method embodiments and will not be repeated here.

[0158] If the integrated unit is implemented in the form of a software functional unit and sold or used as an independent product, it can be stored in a computer-readable storage medium. Based on this understanding, the technical solution of the present invention is essentially or the part that contributes to the prior art or all or part of the technical solution can be embodied in the form of a software product. The computer software product is stored in a storage medium, including a number of instructions to enable a computer device (which can be a personal computer, a server, or a network device, etc.) to perform all or part of the steps of the method described in each embodiment of the present invention. The aforementioned storage medium includes: U disk, mobile hard disk, read-only memory (ROM), random access memory (RAM), disk or optical disk and other media that can store program codes.

[0159] As described above, the above embodiments are only used to illustrate the technical solutions of the present invention, rather than to limit the same. Although the present invention has been described in detail with reference to the aforementioned embodiments, those skilled in the art should understand that the technical solutions described in the aforementioned embodiments may still be modified, or some of the technical features thereof may be replaced by equivalents. However, these modifications or replacements do not deviate the essence of the corresponding technical solutions from the spirit and scope of the technical solutions of the embodiments of the present invention.

Claims

1. A programmatic advertising delivery method, applied to a programmatic advertising system, characterized in that: The programmatic advertising delivery method includes: Receiving an advertisement request initiated by a client, wherein the advertisement request includes user information and resource location information; Based on the user information and the resource location information, an advertisement bidding invitation is generated and sent to several advertisement platforms for bidding response; Based on the advertisement access mode of each of the advertisement platforms, calling the corresponding access component or access service to receive the advertisement resources and advertisement prices returned by the plurality of advertisement platforms that respond to the advertisement bidding invitation; Based on the advertisement price and the preset bidding strategy, bidding is conducted for each of the advertisement platforms, and the advertisement resources of the target advertisement platform that wins the bidding are sent to the client for advertisement delivery.

2. The programmatic advertising method according to claim 1, characterized in that: Before receiving the advertisement request initiated by the client, the method further includes: Based on the preset event-driven model, each advertising platform is registered as a channel, and each registered channel is monitored in real time, wherein one advertising platform is registered as one channel.

3. The programmatic advertising method according to claim 2, characterized in that: After the advertisement access method based on each of the advertisement platforms calls the corresponding access component or access service to receive the advertisement resources and advertisement prices returned by the plurality of advertisement platforms responding to the advertisement bidding invitation, the method further includes: When any channel event is monitored, the data in the corresponding channel is stored in the distributed cache in the form of a key-value pair, where the unique identifier of the ad request is the key value and the data in the channel is the value.

4. The programmatic advertising method according to claim 3, characterized in that: After the data in the corresponding channel is stored in the distributed cache in the form of key-value pairs when any channel event is monitored, the method further includes: Determine whether all current channels have returned data or whether the set maximum waiting time has been reached; If all current channels have returned data or reached the set maximum waiting time, the data stored in the distributed cache is filtered based on the user information and the resource bit information.

5. The programmatic advertising method according to claim 4, characterized in that: The bidding for each of the advertising platforms based on the advertising price and the preset bidding strategy, and sending the advertising resources of the target advertising platform that wins the bidding to the client for advertising delivery includes: Based on the advertisement price and the preset bidding strategy, real-time bidding is performed on the remaining advertisement platforms filtered in the distributed cache, and a target advertisement platform winning the bidding is determined; The advertising resources of the target advertising platform are sent to the client for advertising delivery.

6. The programmatic advertising delivery method according to any one of claims 1 to 5, characterized in that: The generating of an advertisement bidding invitation based on the user information and the resource position information and sending the invitation to several advertisement platforms for bidding response includes: Based on the resource position information, determining the advertisement resource position corresponding to the advertisement request, and generating a unique identifier of the advertisement request; Based on the user information and the resource position information, generating an advertisement bidding invitation corresponding to the advertisement resource position; Based on the preset resource bit flow allocation strategy, the advertisement bidding invitation is sent to several advertisement platforms that meet the delivery conditions to wait for bidding response.

7. A programmatic advertising delivery device, applied to a programmatic advertising system, characterized in that: The programmatic advertising delivery device comprises: A request receiving module, used to receive an advertisement request initiated by a client, wherein the advertisement request includes user information and resource location information; A bidding invitation module, used to generate an advertisement bidding invitation based on the user information and the resource position information and send it to several advertisement platforms for bidding response; An advertisement access module, configured to call a corresponding access component or access service to receive advertisement resources and advertisement prices returned by several advertisement platforms that respond to the advertisement bidding invitation based on the advertisement access mode of each of the advertisement platforms; The bidding delivery module is used to bid on each of the advertising platforms based on the advertising price and the preset bidding strategy, and send the advertising resources of the target advertising platform that wins the bidding to the client for advertising delivery.

8. A programmatic advertising system, characterized in that: The programmatic advertising system comprises: the programmatic advertising delivery device according to claim 7 and a plurality of access components; The access component includes at least an SDK component, an API component and an H5 component for accessing different types of external advertising platforms, and the programmatic advertising system also includes an access service for accessing an internal supplier platform.

9. A computer device, characterized in that: The computer device comprises: a memory and at least one processor, wherein instructions are stored in the memory; The at least one processor calls the instructions in the memory to cause the computer device to execute the programmatic advertising delivery method according to any one of claims 1 to 6.

10. A computer-readable storage medium having instructions stored thereon, characterized in that: When the instructions are executed by the processor, the programmatic advertising delivery method according to any one of claims 1 to 6 is implemented.

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