Promotion information delivery method and related equipment

Abstract

The invention provides a promotion information delivery method. The method comprises the following steps: acquiring a preset delivery period, a target resource total amount, a target cost and at least one promotion material; generating a promotion information set corresponding to the promotion plan based on the total target resource amount and the at least one promotion material; and respectively adjusting the bid of the at least one piece of promotion information based on the target cost and the accumulatively consumed resource quantity and the accumulatively converted number of the at least one piece of promotion information in the promotion information set in the current delivery period. Based on the promotion information delivery method, the invention further provides a promotion information delivery device, a storage medium and a program product.

Description

Technical Field

[0001] The present disclosure relates to the field of Internet technology, and in particular to a promotion information delivery method, a promotion information delivery device, a storage medium, and a program product. Background Art

[0002] At present, small-scale promotion information providers are cost-sensitive and have narrow targeting, which leads to problems such as low delivery efficiency, difficulty in increasing sales, high conversion costs and poor delivery effects when these providers deliver promotion information. Summary of the invention

[0003] In view of this, an embodiment of the present disclosure provides a promotion information delivery method, which can effectively solve the problems of low delivery efficiency, difficulty in increasing sales, high conversion costs and poor delivery effects encountered by small-scale promotion information providers when delivering promotion information.

[0004] The promotion information delivery method described in the embodiment of the present disclosure may include: obtaining a preset delivery cycle, a target total amount of resources, a target cost and at least one promotional material; generating a promotion information set based on the target total amount of resources and the at least one promotional material; wherein the promotion information set includes at least one promotion information; respectively obtaining the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle; and respectively adjusting the bid of the at least one promotion information based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle.

[0005] In an embodiment of the present disclosure, generating a promotion information set corresponding to the promotion plan based on the total amount of target resources and the at least one promotion material includes: determining a first quantity of promotion information included in the promotion information set based on the total amount of target resources and the quantity of the at least one promotion material; combining the at least one promotion material to generate the first quantity of promotion information; and using the set of the first quantity of promotion information as the promotion information set.

[0006] In an embodiment of the present disclosure, the method of determining the first quantity of promotional information included in the promotional information set based on the total amount of target resources and the quantity of the at least one promotional material includes: determining the second quantity based on the total amount of target resources and the average amount of resources consumed in historical delivery; multiplying the number of promotional titles in the at least one promotional material by the number of other promotional materials to obtain a third quantity; and taking the minimum value of the second quantity and the third quantity as the first quantity.

[0007] In an embodiment of the present disclosure, the method of adjusting the bid of at least one promotional information based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotional information in the current delivery cycle includes: determining, for each piece of promotional information, the long-term billing ratio of the promotional information in the current delivery cycle based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the promotional information in the current delivery cycle; and adjusting the bid of the promotional information based on the long-term billing ratio of the promotional information in the current delivery cycle.

[0008] In an embodiment of the present disclosure, the long-term billing ratio of the promotion information in the current delivery cycle is determined based on the target unit consumption and the cumulative amount of resources consumed by the promotion information in the current delivery cycle and the cumulative number of conversions, including: taking the quotient of the cumulative amount of resources consumed by the promotion information in the current delivery cycle and the cumulative number of conversions as the actual average conversion cost of the promotion information in the current delivery cycle; and taking the quotient of the actual average conversion cost of the promotion information in the current delivery cycle and the target cost as the long-term billing ratio of the promotion information in the current delivery cycle.

[0009] In an embodiment of the present disclosure, adjusting the bid of the promotion information based on the long-cycle billing ratio of the promotion information in the current delivery cycle includes: comparing the long-cycle billing ratio of the promotion information in the current delivery cycle with 1; in response to determining that the long-cycle billing ratio of the promotion information in the current delivery cycle is greater than 1, lowering the bid of the promotion information according to a preset first adjustment strategy; and in response to determining that the long-cycle billing ratio of the promotion information in the current delivery cycle is less than 1, increasing the bid of the promotion information according to the preset first adjustment strategy.

[0010] In an embodiment of the present disclosure, the method further includes: updating the promotion information set using an automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle.

[0011] In an embodiment of the present disclosure, the updating of the promotion information set using an automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed by the at least one promotion information in the current delivery cycle and the cumulative number of conversions includes: determining operations for the at least one promotion information using the automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed by the at least one promotion information in the current delivery cycle; wherein the operations include: pausing the delivery of promotion information, increasing the bid for promotion information, or lowering the bid for promotion information; in response to determining that the operation for a certain promotion information is to suspend the delivery of promotion information, pausing the delivery of the promotion information; in response to determining that the operation for a certain promotion information is to increase the bid for promotion information, increasing the bid for the promotion information according to a preset second adjustment strategy; and in response to determining that the operation for a certain promotion information is to lower the bid for promotion information, lowering the bid for the promotion information according to the second adjustment strategy.

[0012] In an embodiment of the present disclosure, the adjusting the promotion information set using an automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed by the at least one promotion information in the current delivery cycle, as well as the cumulative number of conversions, further includes: determining whether to add new promotion information to the promotion information set using the automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed by the at least one promotion information in the current delivery cycle, as well as the cumulative number of conversions; and in response to determining that new promotion information is to be added to the promotion information set, generating the fourth quantity of promotion information based on the fourth quantity output by the automated decision-making delivery model, the at least one promotion title, and the at least one promotion material; and adding the fourth quantity of promotion information to the promotion information set.

[0013] In an embodiment of the present disclosure, the method further includes: controlling the user's authority to perform at least one operation on the at least one promotional information during the current delivery cycle.

[0014] In an embodiment of the present disclosure, the at least one operation includes: stopping the delivery of promotion information, reducing the total amount of target resources, reducing the target cost, and deleting one or more of the promotion materials.

[0015] Based on the above promotion information delivery method, the embodiment of the present disclosure further provides a promotion information delivery device, including:

[0016] An information acquisition module, used to acquire a preset delivery cycle, a target total amount of resources, a target cost, and at least one promotional material;

[0017] A promotion information generation module, configured to generate a promotion information set based on the total amount of target resources and the at least one promotion material; wherein the promotion information set includes at least one promotion information;

[0018] A monitoring module, used to respectively obtain the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle; and

[0019] The bid adjustment module is used to adjust the bid of the at least one promotion information based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle.

[0020] An embodiment of the present disclosure further provides an electronic device, including: a memory, a processor, and a computer program stored in the memory and executable on the processor, wherein the processor implements the above-mentioned promotion information delivery method when executing the computer program.

[0021] An embodiment of the present disclosure further provides a non-transitory computer-readable storage medium, wherein the non-transitory computer-readable storage medium stores computer instructions, and the computer instructions are used to enable a computer to execute the above-mentioned promotion information delivery method.

[0022] An embodiment of the present disclosure further provides a computer program product, including computer program instructions, which, when executed on a computer, enable the computer to execute the above-mentioned promotion information delivery method.

[0023] It can be seen that the promotion information delivery method described in the embodiment of the present disclosure can realize the automated production of promotion information, help small-scale promotion information providers complete the basic construction of promotion information, and solve the problem that they do not have enough manpower and ability to create excellent and rich promotion information.

[0024] In addition, in the embodiments of the present disclosure, by taking the long-term billing ratio of the above-mentioned promotional information in the current delivery cycle as one of the factors for adjusting the bid of the promotional information, the conversion cost in the entire delivery cycle can be optimized from a long-term global perspective, and the conversion cost of the promotional information can be reduced as much as possible by dynamically adjusting the estimated bid, so as to achieve the goal of optimizing the actual average conversion cost not exceeding the target cost set by the promotional information provider, and reducing the conversion cost when the total amount of target resources is completed. BRIEF DESCRIPTION OF THE DRAWINGS

[0025] In order to more clearly illustrate the technical solutions in the present disclosure or related technologies, the drawings required for use in the embodiments or related technical descriptions are briefly introduced below. Obviously, the drawings described below are only embodiments of the present disclosure. For ordinary technicians in this field, other drawings can be obtained based on these drawings without creative work.

[0026] Figure 1 A schematic diagram showing an application scenario of promotion information delivery according to an embodiment of the present disclosure is shown;

[0027] Figure 2 The implementation process of the promotion information delivery method described in the embodiment of the present disclosure is shown;

[0028] Figure 3 The method flow for adjusting the promotion information set according to the embodiment of the present disclosure is shown;

[0029] Figure 4 The internal structure of the promotion information delivery device described in some embodiments of the present disclosure is shown;

[0030] Figure 5 A more specific hardware structure diagram of an electronic device provided in this embodiment. DETAILED DESCRIPTION

[0031] In order to make the objectives, technical solutions and advantages of the present disclosure more clearly understood, the present disclosure is further described in detail below in combination with specific embodiments and with reference to the accompanying drawings.

[0032] It should be noted that, unless otherwise defined, the technical terms or scientific terms used in the embodiments of the present disclosure should be understood by people with ordinary skills in the field to which the present disclosure belongs. The "first", "second" and similar words used in the embodiments of the present disclosure do not indicate any order, quantity or importance, but are only used to distinguish different components. "Including" or "comprising" and similar words mean that the elements or objects appearing before the word cover the elements or objects listed after the word and their equivalents, without excluding other elements or objects. "Connect" or "connected" and similar words are not limited to physical or mechanical connections, but can include electrical connections, whether direct or indirect. "Up", "down", "left", "right" and the like are only used to indicate relative positional relationships. When the absolute position of the described object changes, the relative positional relationship may also change accordingly.

[0033] It is understandable that before using the technical solutions of each embodiment of the present disclosure, the type, scope of use, usage scenarios, etc. of the personal information involved will be informed to the user in an appropriate manner, and the user's authorization will be obtained.

[0034] For example, in response to receiving an active request from a user, a prompt message is sent to the user to clearly remind the user that the operation requested to be performed will require obtaining and using the user's personal information. Thus, the user can independently choose whether to provide personal information to software or hardware such as an electronic device, application, server, or storage medium that performs the operation of the technical solution of the present disclosure according to the prompt message.

[0035] As an optional but non-limiting implementation, in response to receiving an active request from the user, the prompt information may be sent to the user in the form of a pop-up window, in which the prompt information may be presented in text form. In addition, the pop-up window may also carry a selection control for the user to choose "agree" or "disagree" to provide personal information to the electronic device.

[0036] It is understandable that the above notification and the process of obtaining user authorization are merely illustrative and do not constitute a limitation on the implementation of the present disclosure. Other methods that meet relevant laws and regulations may also be applied to the implementation of the present disclosure.

[0037] Figure 1 A schematic diagram of an application scenario of promotional information delivery described in some embodiments of the present disclosure is shown. Figure 1 In the application scenario shown, the user can first send a promotion information request through the client. For example, when the user browses the information stream through the client 110, one or more positions for placing promotion information are usually reserved in the information stream that the user browses. When the user browses to or is about to browse to the above-mentioned reserved position for placing promotion information, the client 110 will send a promotion information request to the promotion information delivery platform 120. In this case, the promotion information delivery platform 120 will select a target promotion information from the massive promotion information to be delivered stored thereon and return it to the client 110, and the client 110 will display the target promotion information to the user at the position reserved for placing promotion information in the information stream. It should be noted that the above scenario is described by taking the promotion information delivery in the process of the user browsing the information stream as an example. In actual applications, the client will also send a promotion information request to the promotion information delivery platform 120 when other preset operations are triggered, such as based on the user's search request based on the user's request to open a client application or a page, etc. The embodiments of the present disclosure do not limit the application scenario of promotion information delivery.

[0038] At present, the promotion information delivery platform 120 can usually display different promotion information to different users based on different user groups or different promotion costs paid by the promotion information provider. Generally, the promotion information delivery platform 120 needs to go through four processes of recall, rough sorting, fine sorting and display in the process of selecting target promotion information. Among them, the recall process is responsible for finding at least one promotion information that can be pushed to the user from the massive promotion information to be delivered stored. Generally, in order to ensure the delivery effect of the promotion information, the promotion information that can be pushed to the user is usually related to the attributes or historical operations of the client or user that sends the promotion information request. The rough sorting process is responsible for preliminarily screening the promotion information that can be pushed to the user and obtaining at least one candidate promotion information to reduce the processing complexity of the fine sorting process. The fine sorting process is responsible for finding the best target promotion information from the at least one candidate promotion information. The display process is responsible for returning the target promotion information to the client to display the found target promotion information to the user.

[0039] It can be understood that in the process of delivering promotional information, the provider of promotional information needs to pay a certain fee to the promotional information delivery platform, and this fee can also be understood as the promotion cost paid by the provider of promotional information. In some cases, the promotion cost of a certain promotional information may be related to the number of times the promotional information is displayed. The promotion cost at this time can also be called the exposure cost, wherein each display of the promotional information can also be called an exposure of the promotional information. For example, in the embodiment of the present disclosure, the exposure cost of the promotional information can be the cost paid for every thousand displays (effective cost per mille, eCPM). In other cases, the promotion cost of a certain promotional information may be related to the operating parameters of some other promotional information, for example, the number of times the promotional information is clicked or the number of times the promotional information is converted, etc. Because the provider of the promotional information is actually more concerned about the number of times the promotional information is converted after being delivered and the average conversion cost to be paid for each conversion of the promotional information. Generally speaking, the lower the conversion cost of the promotional information, the better the delivery effect of the promotional information. It should be noted that the embodiment of the present disclosure does not limit the billing method of the promotional information, and the specific billing method used in the actual application does not affect the specific implementation of the method described in the embodiment of the present disclosure.

[0040] It is understandable that in order to ensure the user's browsing experience of the information flow, the number of positions reserved in the information flow or on the page for placing promotional information should not be too many. Therefore, due to the limited positions for placing promotional information, the existing promotional information placement methods are usually unable to accurately provide users with more promotional information that users may be interested in. These contradictions have intensified the competition among promotional information providers. However, due to the limited technology, cost sensitivity, and narrow targeting of small-scale promotional information providers, such promotional information providers are prone to problems such as low delivery efficiency, difficulty in running volume, high conversion costs, and poor delivery effects when placing promotional information.

[0041] In order to solve the above problems, an embodiment of the present disclosure provides a promotion information delivery method. Figure 2 The implementation process of the promotion information delivery method described in the embodiment of the present disclosure is shown. In the embodiment of the present disclosure, Figure 2 The method shown can be executed by the above-mentioned promotion information delivery platform 120. Figure 2 The above-mentioned promotion information delivery method may include the following steps:

[0042] In step 202, a preset delivery cycle, a target total amount of resources, a target cost, and at least one promotional material are obtained.

[0043] In step 204, a promotion information set is generated based on the total amount of target resources and at least one promotion material.

[0044] In an embodiment of the present disclosure, the above-mentioned promotion information set includes at least one promotion information.

[0045] Through the above steps, for a promotion plan, multiple promotion information can be automatically generated based on the total target resource amount and promotion materials preset by the user and delivered simultaneously, thereby achieving the purpose of reducing costs and improving delivery efficiency.

[0046] In step 206, the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle are respectively obtained.

[0047] In step 208, the bid of the at least one promotional information is adjusted based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotional information in the current delivery cycle.

[0048] After determining the bid of the at least one promotion information, the promotion information can be delivered according to the determined bid. In addition, during the current delivery cycle, the bid of the at least one promotion information can be dynamically adjusted to achieve the goal of reducing the conversion cost when the total amount of target resources is completed.

[0049] On the basis of the above method, the promotion information delivery method described in the embodiment of the present disclosure may further include:

[0050] Step 210, based on the delivery cycle, target total resources, target cost, and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle, the above-mentioned promotion information set is updated using an automated decision-making delivery model.

[0051] Before describing in detail the specific implementation process of the above steps, some terms involved in the above promotion information delivery method are first described.

[0052] In an embodiment of the present disclosure, for a promotion plan, a user can preset the delivery cycle, target total amount of resources, target cost, and at least one promotional material of the promotion plan.

[0053] The above promotion plan usually corresponds to a product and includes various information related to the promotion of the above product. For example, the above promotion plan usually includes: the target total amount of resources set by the promotion information provider, the target cost and at least one promotional material, etc.

[0054] The above-mentioned total target resource amount usually refers to the total budget set by the promotion information provider for the above-mentioned promotion plan.

[0055] The target cost is usually the fee that the promotion information provider expects to pay for each conversion of the promotion plan. It is understandable that the promotion information delivery platform 120 usually needs to optimize the delivery strategies of multiple promotion information under the same promotion plan when delivering promotion information, and the optimization goal is usually that the actual fee paid by the promotion information provider for each conversion is not higher than the target cost set by the promotion information provider.

[0056] The above-mentioned promotional materials generally refer to the basic content provided by the promotional information provider for the above-mentioned promotion plan and can be used to generate promotional information, such as promotional titles related to the promoted products, and other texts, pictures, videos and other multimedia materials related to the promoted products. In the embodiment of the present disclosure, the promotional information delivery platform 120 can automatically produce the required amount of promotional information based on the promotional materials provided by the user.

[0057] In addition, it can be seen from the above step 202 that in the embodiment of the present disclosure, in addition to requiring the promotion information provider to pre-set the target total amount of resources, target cost and at least one promotion material involved in the promotion plan, the promotion information provider is also required to further set the delivery cycle of the promotion plan. In the embodiment of the present disclosure, the above delivery cycle refers to the fixed delivery time set by the promotion information provider for a promotion plan for a promotion information delivery. For example, according to the actual needs of the promotion information provider, the above delivery cycle can be set to 3 days, 7 days or 10 days, etc. In the existing promotion information delivery scheme, the delivery time of the promotion information is usually not limited. That is to say, in the existing promotion information delivery process, the provider of the promotion information can usually shut down the delivery of the promotion information at any time. However, in the embodiment of the present disclosure, the promotion information provider needs to set a fixed delivery cycle for each delivery plan in advance. It should be noted that in the embodiment of the present disclosure, the above promotion information delivery platform 120 will control the operation authority of the promotion information provider within the above fixed delivery cycle, that is, control the authority of the promotion information provider to at least one operation of the promotion information. Specifically, in some embodiments of the present disclosure, at least one operation of the above-mentioned controlled authority usually refers to a negative operation on the promotion information, that is, prohibiting the promotion information provider from performing any negative operation on the promotion information that is in the above-mentioned delivery cycle. Specifically, the above-mentioned negative operation refers to the opposite behavior of the delivery of the promotion information, such as shutting down or suspending the delivery of the promotion information, reducing the total amount of target resources, reducing the target cost, deleting the promotion materials, etc. The embodiment of the present disclosure controls the authority of the promotion information provider to perform negative operations during the delivery cycle in consideration of the fact that in actual applications, the small-scale promotion information provider will affect the delivery effect of the promotion plan and increase the conversion cost of the promotion information due to too many negative operations. Therefore, in the embodiment of the present disclosure, by pre-setting the above-mentioned delivery cycle and controlling the authority of the promotion information provider to operate the promotion information that is in the above-mentioned delivery cycle, the promotion information delivery platform 120 optimizes and adjusts the delivery strategy during the delivery cycle, which can bring long-term lower conversion costs and better delivery effects. Further, when the predetermined conditions are met, during the above-mentioned delivery cycle, it can also be extended to control the authority of the promotion information provider to operate all the promotion information. On the other hand, the type of the promotion information provider can also be considered. If the type of the promotion information provider meets the preset requirements, its operation authority is controlled; if the type of the promotion information provider does not meet the preset requirements, its operation authority does not need to be controlled. For example, after comparing with the preset requirements, the operation authority of a smaller promotion information provider can be controlled; while the operation authority of a larger promotion information provider may not be controlled.

[0058] Based on the above settings, in an embodiment of the present disclosure, in the above step 202, the promotion information delivery platform 120 will obtain from the promotion information provider the delivery cycle, target resource amount, target cost and at least one promotion material preset by the promotion information provider for a promotion plan.

[0059] Through the above step 204, the promotion information delivery platform 120 will complete the automatic production of promotion information based on the acquired relevant information of the promotion plan.

[0060] Specifically, in the above step 204, the promotion information delivery platform 120 will first determine the first number of promotional information included in the above promotional information set based on the total amount of the above target resources and the number of the above at least one promotional material; then, combine the above at least one promotional material to generate the above first number of promotional information; finally, use the collection of the above first number of promotional information as the above promotional information set.

[0061] In an embodiment of the present disclosure, the above-mentioned first quantity can be determined by the following method. First, the second quantity is determined based on the above-mentioned target total amount of resources and the average amount of resources consumed in the historical delivery; the number of promotional titles in the above-mentioned at least one promotional material and the number of other promotional materials are multiplied to obtain a third quantity; and the minimum value of the above-mentioned second quantity and the third quantity is taken as the above-mentioned first quantity. Among them, the above-mentioned average amount of resources consumed in the historical delivery refers to the average amount of resources consumed by the promotional information contained in the promotion plan of the same or similar products in history during the delivery process, that is, the ratio of the actual total consumption of the above-mentioned promotion plan to the number of promotional information contained therein. It can be seen that the above-mentioned first quantity is related to the target total amount of resources preset by the promotion information provider, the historical delivery of the same or similar products, and the number of promotional materials provided by the promotion information provider.

[0062] It can be seen that through the above step 204, the automated production of promotion information can be achieved, helping small-scale promotion information providers to quickly complete the infrastructure work of promotion information and solve the problem of insufficient manpower and ability to create excellent and rich promotion information.

[0063] In the above step 206, the promotion information delivery platform 120 will monitor in real time the cumulative amount of resources consumed and the cumulative number of conversions of each promotion information in the current delivery cycle during the delivery process of the above at least one promotion information. Among them, the above cumulative amount of resources consumed is the sum of the amount of resources actually consumed by a certain promotion information from the start time of the current delivery cycle to the current moment. And the above cumulative number of conversions is the total number of times a certain promotion information is converted from the start time of the current delivery cycle to the current moment. It can be seen that in the embodiment of the present disclosure, the above promotion information delivery platform 120 monitors in real time the cumulative amount of resources consumed and the cumulative number of conversions in the current delivery cycle, rather than the amount of resources consumed on the day or in real time and the cumulative number of conversions.

[0064] With respect to the above step 208, during the delivery process of the at least one promotional information, the promotional information delivery platform 120 will also dynamically adjust the bid of the at least one promotional information according to the cumulative amount of resources consumed and the cumulative number of conversions of each promotional information in the current delivery cycle.

[0065] The above-mentioned bid adjustment method may specifically include: determining, for each promotion information respectively, the long-term billing ratio of the above-mentioned promotion information within the delivery cycle based on the above-mentioned target cost and the above-mentioned cumulative consumed resource amount and the cumulative conversion number; and then, adjusting the bid of the promotion information based on the long-term billing ratio of the above-mentioned promotion information within the current delivery cycle.

[0066] Specifically, in an embodiment of the present disclosure, the quotient of the cumulative amount of resources consumed by the above-mentioned promotional information in the current delivery cycle and the cumulative number of conversions can be used as the actual average conversion cost of the above-mentioned promotional information in the current delivery cycle; then, the quotient of the actual average conversion cost of the above-mentioned promotional information in the delivery cycle and the above-mentioned target cost can be used as the long-term billing ratio of the above-mentioned promotional information in the delivery cycle.

[0067] In addition, in an embodiment of the present disclosure, the above-mentioned method for adjusting the bid of the promotion information based on the long-term billing ratio of the promotion information in the current delivery cycle may include: first, comparing the long-term billing ratio of the above-mentioned promotion information in the delivery cycle with the value 1, in response to determining that the long-term billing ratio of the promotion information in the current delivery cycle is greater than 1, indicating that the average conversion cost actually paid by the promotion information provider is greater than the target cost set by it, and thus the bid of the promotion information should be reduced according to the pre-set first adjustment strategy; and in response to determining that the long-term billing ratio of the promotion information in the current delivery cycle is less than 1, indicating that the average conversion cost actually paid by the promotion information provider is less than the target cost set by it, and thus the bid of the promotion information can be increased according to the pre-set first adjustment strategy. In response to determining that the long-term billing ratio of the promotion information in the current delivery cycle is equal to 1, it means that the average conversion cost actually paid by the promotion information provider is equal to the target cost set by it, and at this time, the bid of the promotion information may not be adjusted. It should be noted that the above-mentioned first adjustment strategy is a pre-set adjustment strategy that can be related to the above-mentioned long-term billing ratio.

[0068] It can be seen from the above step 208 that in the embodiment of the present disclosure, by taking the long-term billing ratio of the above-mentioned promotional information in the current delivery cycle as one of the factors for adjusting the bid of the promotional information, the conversion cost in the entire delivery cycle can be optimized from a long-term global perspective, and the conversion cost can be reduced as much as possible by dynamically adjusting the estimated bid, so as to achieve the goal of reducing the conversion cost when the total amount of target resources is completed while optimizing the actual average conversion cost not exceeding the target cost set by the promotional information provider.

[0069] With respect to the above step 210, in the process of delivering the above at least one promotion information, in addition to dynamically adjusting the bid of the promotion information, the promotion information delivery platform 120 will also adjust the promotion information set according to the following method. Figure 3 The method flow for adjusting the promotion information set according to the embodiment of the present disclosure is shown. Figure 3 As shown, the above method may specifically include the following steps.

[0070] In step 302 , based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed by at least one promotional information in the current delivery cycle and the cumulative number of conversions, an automated decision-making delivery model is used to determine operations for at least one promotional information.

[0071] In an embodiment of the present disclosure, the above operations include: suspending the delivery of promotion information, increasing the bid for promotion information, or reducing the bid for promotion information, etc.

[0072] In step 304, in response to determining that the operation for a certain promotion information is to suspend the delivery of the promotion information, the delivery of the promotion information is suspended.

[0073] In step 306, in response to determining that the operation for a certain promotion information is to increase the bid for the promotion information, the bid for the promotion information is increased according to a preset second adjustment strategy.

[0074] In step 308, in response to determining that the operation for a certain promotion information is to reduce the bid for the promotion information, the bid for the promotion information is reduced according to the second adjustment strategy.

[0075] In the embodiments of the present disclosure, the above-mentioned automated decision-making delivery model is a pre-trained machine learning model, and its main function is to predict the execution probability of various operations that can be performed on each promotion information based on the various attribute information (for example, the total amount of target resources, target cost, delivery cycle, etc.) of at least one promotion information contained in the above-mentioned promotion information set and the delivery information generated during the delivery process of the above-mentioned at least one promotion information (for example, the cumulative amount of resources consumed and the cumulative number of conversions, etc.), and output the operation with the highest probability and exceeding the predetermined threshold. The overall goal of the above-mentioned automated decision-making delivery model is to appropriately increase the exposure rate of promotion information with good delivery effect; and to reduce the exposure rate or even shut down the delivery of promotion information with poor delivery effect, so as to achieve the "survival of the fittest" of multiple promotion information contained in the promotion information set, so as to achieve the purpose of improving the delivery effect of the entire promotion information set and reducing its average conversion cost. The training of the above-mentioned automated decision-making delivery model can be trained using the attribute information of the promotion information actually delivered in history and the delivery information generated during the delivery process. In order to increase the accuracy of the model, in addition to the above information, during the model training and application process, the model can further input the environmental information when the promotion information is delivered (for example, time information) and the information of the promotion information provider (for example, the industry and consumption level described by the promotion information provider), etc.

[0076] In an embodiment of the present disclosure, in addition to outputting the above-mentioned operations on each promotional information in the promotional information set, the above-mentioned automated decision-making delivery model can also output whether to add new promotional information to the promotional information set and the fourth number of promotional information that needs to be added. Specifically, the promotional information delivery method described in the embodiment of the present disclosure may further include: first, based on the above-mentioned delivery cycle, the total target resources, the target cost, and the cumulative amount of resources consumed by the above-mentioned at least one promotional information in the current delivery cycle and the cumulative number of conversions, using the above-mentioned automated decision-making delivery model to determine whether to add new promotional information to the promotional information set; in response to determining that the promotional information is to be added to the above-mentioned promotional information set, generating the above-mentioned fourth number of promotional information based on the fourth number output by the above-mentioned automated decision-making delivery model, the above-mentioned at least one promotional title, and the above-mentioned at least one promotional material; and adding the above-mentioned fourth number of promotional information to the above-mentioned promotional information set.

[0077] It can be seen that the above-mentioned automated decision-making delivery model can optimize the delivery strategies of each promotion information set in real time during the delivery cycle of the promotion information set, for example, it can shut down the delivery of certain promotion information, add new promotion information, and reallocate the budget, etc. By optimizing the delivery strategies of each promotion information in real time, the overall delivery effect of the promotion information set can be improved, while reducing the average conversion cost of information promotion.

[0078] Furthermore, in the embodiments of the present disclosure, taking into account the limited manpower and capabilities of small-scale promotion information providers, the above-mentioned promotion information delivery platform 120 further simplifies the operational process when delivering promotion information. For example, when generating a promotion plan for a corresponding product, the promotion information provider only needs to input the total target resource amount, target cost, delivery cycle, promotion title and promotion materials, and the promotion information provider is not required to provide other information.

[0079] In addition, in the embodiments of the present disclosure, the data analysis report on the delivery information provided to the promotion information provider during the delivery process of the promotion plan can also be customized according to the needs of the promotion information provider. For example, the promotion information provider can pre-select the data items that it wants the promotion information delivery platform 120 to analyze and the language style used in the data analysis report (for example, including a concise language style or a professional language style, etc.) according to its own needs. After the promotion information provider selects the data items to be analyzed and the language style, the above-mentioned promotion information delivery platform 120 will output the data analysis report that meets the needs of the promotion information provider based on the data items to be analyzed and the language style customized by the promotion information provider. Further, in order to facilitate the promotion information provider to select the data items to be analyzed and the language style, the promotion information delivery platform 120 can pre-set templates or samples of data analysis reports of various styles and contents for the promotion information provider to try or choose.

[0080] It can be seen that the above-mentioned simplified operations in process and content have greatly facilitated the operations of small-scale promotion information providers in the process of promotion information delivery, thereby greatly improving the experience of such promotion information providers.

[0081] Based on the above promotion information delivery method, the embodiment of the present disclosure also provides a promotion information delivery device, the internal structure of which is as follows: Figure 4 As shown, it may include:

[0082] The information acquisition module 410 is used to acquire a preset delivery cycle, a target resource amount, a target cost, and at least one promotional material;

[0083] The promotion information generating module 420 is used to generate a promotion information set based on the total amount of target resources and the at least one promotion material; wherein the promotion information set includes at least one promotion information;

[0084] The monitoring module 430 is used to respectively obtain the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle; and

[0085] The bid adjustment module 440 is used to adjust the bid of the at least one promotion information based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle.

[0086] Furthermore, the above-mentioned promotion information delivery device may further include:

[0087] The promotion information set adjustment module 450 is used to update the promotion information set using an automated decision-making delivery model based on the delivery cycle, target total resources, target cost, and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle.

[0088] The specific implementation of each of the above modules can refer to the above methods and drawings, and the implementation method of each of the above modules can also refer to the above methods and drawings, which will not be repeated here.

[0089] For the convenience of description, the above devices are described in various modules according to their functions. Of course, when implementing the present disclosure, the functions of each module can be implemented in the same or multiple software and / or hardware. The device of the above embodiment is used to implement the corresponding promotion information delivery method in any of the above embodiments, and has the beneficial effects of the corresponding method embodiment, which will not be repeated here.

[0090] Figure 5 A more specific hardware structure diagram of an electronic device provided in this embodiment, the device may include: a processor 2010, a memory 2020, an input / output interface 2030, a communication interface 2040, and a bus 2050. The processor 2010, the memory 2020, the input / output interface 2030, and the communication interface 2040 are connected to each other in communication within the device through the bus 2050.

[0091] The processor 2010 can be implemented by a general-purpose CPU (Central Processing Unit), a microprocessor, an application-specific integrated circuit (ASIC), or one or more integrated circuits, and is used to execute relevant programs to implement the technical solutions provided in the embodiments of this specification.

[0092] The memory 2020 can be implemented in the form of ROM (Read Only Memory), RAM (Random Access Memory), static storage device, dynamic storage device, etc. The memory 2020 can store an operating system and other application programs. When the technical solutions provided in the embodiments of this specification are implemented by software or firmware, the relevant program codes are stored in the memory 2020 and are called and executed by the processor 2010.

[0093] The input / output interface 2030 is used to connect input / output devices to realize information input and output. The input / output devices can be configured in the device as components, or can be externally connected to the device to provide corresponding functions. The input devices can include microphones, various sensors, etc., and the output devices can include displays, speakers, vibrators, indicator lights, etc.

[0094] The communication interface 2040 is used to connect a communication module (not shown) to realize communication interaction between the device and other devices. The communication module can realize communication through a wired mode (such as USB, network cable, etc.) or a wireless mode (such as mobile network, WIFI, Bluetooth, etc.).

[0095] The bus 2050 includes a path that transmits information between the various components of the device (eg, the processor 2010, the memory 2020, the input / output interface 2030, and the communication interface 2040).

[0096] It should be noted that, although the above device only shows the processor 2010, the memory 2020, the input / output interface 2030, the communication interface 2040 and the bus 2050, in the specific implementation process, the device may also include other components necessary for normal operation. In addition, it can be understood by those skilled in the art that the above device may also only include the components necessary for implementing the embodiments of the present specification, and does not necessarily include all the components shown in the figure.

[0097] The electronic device of the above embodiment is used to implement the corresponding promotion information delivery method in any of the above embodiments, and has the beneficial effects of the corresponding method embodiment, which will not be described in detail here.

[0098] Based on the same inventive concept, corresponding to any of the above-mentioned embodiment methods, the present disclosure also provides a non-transitory computer-readable storage medium, wherein the non-transitory computer-readable storage medium stores computer instructions, and the computer instructions are used to enable the computer to execute the promotion information delivery method described in any of the above embodiments.

[0099] The computer-readable medium of this embodiment includes permanent and non-permanent, removable and non-removable media, and information storage can be implemented by any method or technology. Information can be computer-readable instructions, data structures, modules of programs, 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, read-only 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.

[0100] The computer instructions stored in the storage medium of the above embodiment are used to enable the computer to execute the promotion information delivery method described in any of the above embodiments, and have the beneficial effects of the corresponding method embodiments, which will not be repeated here.

[0101] Those skilled in the art should understand that the discussion of any of the above embodiments is merely illustrative and is not intended to imply that the scope of the present disclosure (including the claims) is limited to these examples. Based on the concept of the present disclosure, the technical features in the above embodiments or different embodiments may be combined, the steps may be implemented in any order, and there are many other variations of the different aspects of the embodiments of the present disclosure as described above, which are not provided in detail for the sake of simplicity.

[0102] In addition, to simplify the description and discussion, and in order not to make the embodiments of the present disclosure difficult to understand, the known power / ground connections to the integrated circuit (IC) chips and other components may or may not be shown in the provided figures. In addition, the device can be shown in the form of a block diagram to avoid making the embodiments of the present disclosure difficult to understand, and this also takes into account the fact that the details of the implementation of these block diagram devices are highly dependent on the platform on which the embodiments of the present disclosure will be implemented (that is, these details should be fully within the scope of understanding of those skilled in the art). Where specific details (e.g., circuits) are set forth to describe exemplary embodiments of the present disclosure, it is apparent to those skilled in the art that the embodiments of the present disclosure can be implemented without these specific details or with changes in these specific details. Therefore, these descriptions should be considered illustrative rather than restrictive.

[0103] Although the present disclosure has been described in conjunction with specific embodiments of the present disclosure, many replacements, modifications and variations of these embodiments will be apparent to those skilled in the art from the foregoing description. For example, other memory architectures (e.g., dynamic RAM (DRAM)) may use the embodiments discussed.

[0104] The embodiments of the present disclosure are intended to cover all such substitutions, modifications and variations that fall within the broad scope of the appended claims. Therefore, any omissions, modifications, equivalent substitutions, improvements, etc. made within the spirit and principles of the embodiments of the present disclosure should be included in the scope of protection of the present disclosure.

Claims

1. A promotion information delivery method, comprising: Obtain the preset delivery cycle, target resource total, target cost, and at least one promotional material; Generate a promotion information set based on the total amount of target resources and the at least one promotion material; wherein the promotion information set includes at least one promotion information; respectively obtaining the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotional information in the current delivery cycle; and The bid of the at least one promotion information is adjusted based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle.

2. The method according to claim 1, wherein: The generating of a promotion information set based on the total amount of target resources and the at least one promotion material comprises: Determining a first quantity of promotional information included in the promotional information set based on the total amount of the target resources and the quantity of the at least one promotional material; combining the at least one promotional material to generate the first number of promotional information; and The set of the first number of promotion information is used as the promotion information set.

3. The method according to claim 2, wherein: The determining the first quantity of promotional information included in the promotional information set based on the total amount of the target resources and the quantity of the at least one promotional material comprises: Determine a second quantity based on the target total amount of resources and an average amount of resources consumed in historical deployments; multiplying the number of promotional titles included in the at least one promotional material by the number of other promotional materials to obtain a third number; and The minimum value between the second number and the third number is taken as the first number.

4. The method according to claim 1, wherein: The step of adjusting the bid of the at least one promotion information based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle comprises: For each piece of promotion information, determine the long-term billing ratio of the promotion information in the current delivery cycle based on the target cost and the cumulative amount of resources consumed by the promotion information in the current delivery cycle and the cumulative number of conversions; and The bid of the promotion information is adjusted based on the long-term billing ratio of the promotion information in the current delivery cycle.

5. The method according to claim 4, wherein: The determining of the long-term billing ratio of the promotion information in the current delivery cycle based on the target unit consumption and the cumulative amount of resources consumed by the promotion information in the current delivery cycle and the cumulative number of conversions includes: The quotient of the cumulative amount of resources consumed by the promotion information in the current delivery cycle and the cumulative number of conversions is used as the actual average conversion cost of the promotion information in the current delivery cycle; and The quotient of the actual average conversion cost of the promotion information in the current delivery cycle and the target cost is used as the long-term billing ratio of the promotion information in the current delivery cycle.

6. The method according to claim 4, wherein: The adjusting the bid of the promotion information based on the long-term billing ratio of the promotion information in the current delivery cycle includes: Compare the long-term billing ratio of the promotion information in the current delivery cycle with 1; In response to determining that the long-period billing ratio of the promotion information in the current delivery cycle is greater than 1, lowering the bid of the promotion information according to a preset first adjustment strategy; and In response to determining that the long-period billing ratio of the promotion information in the current delivery cycle is less than 1, the bid of the promotion information is increased according to the first adjustment strategy.

7. The method according to claim 1, further comprising: Based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle, the promotion information set is updated using an automated decision-making delivery model.

8. The method according to claim 7, wherein: The updating of the promotion information set by using the automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle includes: Determine operations for the at least one promotional information using the automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed by the at least one promotional information in the current delivery cycle and the cumulative number of conversions; wherein the operations include: pausing the delivery of the promotional information, increasing the bid for the promotional information, or reducing the bid for the promotional information; and In response to determining that the operation on a certain promotional information is to suspend the delivery of the promotional information, suspending the delivery of the promotional information; In response to determining that the operation for a certain promotion information is to increase the bid for the promotion information, increasing the bid for the promotion information according to a preset second adjustment strategy; and In response to determining that the operation for a certain promotion information is to reduce the bid for the promotion information, the bid for the promotion information is reduced according to the second adjustment strategy.

9. The method according to claim 8, wherein: The adjusting the promotion information set by using the automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle further includes: Determining whether to add new promotion information to the promotion information set using the automated decision-making delivery model based on the delivery cycle, the target total amount of resources, the target cost, and the cumulative amount of resources consumed by the at least one promotion information in the current delivery cycle and the cumulative number of conversions; and In response to determining that new promotional information is to be added to the promotional information set, a fourth amount of promotional information is generated based on the fourth quantity output by the automated decision-making delivery model and the at least one promotional material, and the fourth amount of promotional information is added to the promotional information set.

10. The method according to claim 1, further comprising: During the current delivery cycle, the user's permission to perform at least one operation on the at least one promotional information is controlled.

11. The method according to claim 10, wherein: The at least one operation includes: stopping the delivery of promotion information, reducing the total amount of target resources, reducing the target cost, and deleting one or more of the promotion materials.

12. A promotion information delivery device, comprising: An information acquisition module, used to acquire a preset delivery cycle, a target total amount of resources, a target cost, and at least one promotional material; A promotion information generation module, configured to generate a promotion information set based on the total amount of target resources and the at least one promotion material; wherein the promotion information set includes at least one promotion information; A monitoring module, used to respectively obtain the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle; and The bid adjustment module is used to adjust the bid of the at least one promotion information based on the target cost and the cumulative amount of resources consumed and the cumulative number of conversions of the at least one promotion information in the current delivery cycle.

13. An electronic device, comprising: A memory, a processor, and a computer program stored in the memory and executable on the processor, wherein when the processor executes the computer program, the promotion information delivery method according to any one of claims 1 to 11 is implemented.

14. A non-transitory computer-readable storage medium storing computer instructions, wherein the computer instructions are used to enable a computer to execute the promotion information delivery method according to any one of claims 1 to 11.

15. A computer program product, comprising computer program instructions, which, when executed on a computer, enable the computer to execute the promotion information delivery method according to any one of claims 1 to 11.

Images