Advertisement putting method and device, electronic equipment and storage medium

Abstract

The invention provides an advertisement putting method and device, electronic equipment and a storage medium. The method comprises the steps of obtaining an original advertisement material corresponding to a target advertisement; determining product information and audience types of products corresponding to the target advertisements; performing type conversion on the original advertisement material according to the product information and the audience type to obtain a derivative advertisement material; determining a first advertisement space corresponding to the original advertisement material, and determining a second advertisement space corresponding to the derivative advertisement material; and putting the original advertisement material to the first advertisement space for display, and putting the derivative advertisement material to the second advertisement space for display. Therefore, more material types can be introduced, and more advertising scenes can be unlocked, so that the advertising effect is improved.

Description

Technical Field

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

[0002] The current advertising delivery model is: advertisers input advertising materials for display and configuration information such as jump addresses and directional information to the multimedia platform; the multimedia platform generates advertising orders using advertising materials and configuration information, and delivers them to the terminal, which converts the advertising orders into advertisements for display to terminal users. In this advertising delivery model, the multimedia platform generates an advertising order for one advertising material, that is, the multimedia platform delivers the advertising material to one advertising position.

[0003] However, different end users may have different preferences for advertising materials. This method of placing a single advertising material in a single ad slot can easily result in end users ignoring the ad because they are not interested in the advertising material, resulting in low advertising conversion efficiency. Summary of the invention

[0004] The purpose of the embodiments of the present application is to provide an advertisement delivery method, device, electronic device and storage medium to solve the problem that different terminal users may have different preferences for advertisement materials. The method of delivering a single advertisement material to a single advertisement position is prone to the terminal user ignoring the advertisement because of lack of interest in the advertisement material, resulting in low advertisement conversion efficiency. The specific technical solution is as follows:

[0005] In a first aspect, the present application provides an advertisement delivery method, comprising:

[0006] Get the original advertising material corresponding to the target advertisement;

[0007] Determine product information and audience type of the product corresponding to the target advertisement;

[0008] Performing type conversion on the original advertising material according to the product information and the audience type to obtain a derivative advertising material;

[0009] Determine a first advertisement position corresponding to the original advertisement material, and determine a second advertisement position corresponding to the derived advertisement material;

[0010] The original advertising material is delivered to the first advertising position for display, and the derived advertising material is delivered to the second advertising position for display.

[0011] In a possible implementation, the product information includes: the industry type and product type corresponding to the product, and the type conversion of the original advertising material according to the product information and the audience type to obtain the derived advertising material includes:

[0012] Get a set of material types corresponding to the industry type;

[0013] Determining a product material type corresponding to the product type in the material type set;

[0014] The original advertising material is converted according to the product material type and the audience type to obtain a derivative advertising material.

[0015] In a possible implementation manner, converting the original advertising material according to the product material type and the audience type to obtain the derived advertising material includes:

[0016] Generate fusion feature data according to the product material type and the audience type;

[0017] Determining corresponding material derivative parameters according to the fusion feature data;

[0018] Generate a guide sentence according to the material-derived parameter and the original advertising material;

[0019] The guiding sentence and the original advertisement material are input into an AIGC model so as to generate a derivative advertisement material through the AIGC model.

[0020] In a possible implementation, the method further includes:

[0021] Get the traffic of the current target ad being visited;

[0022] dividing the flow into a first sub-flow and a second sub-flow, wherein the first sub-flow is higher than the second sub-flow;

[0023] Using the first sub-flow to deliver the original advertising material, and using the second sub-flow to deliver the original advertising material and the derived advertising material;

[0024] Counting a first delivery effect of the original advertising material on the first sub-flow, and counting a second delivery effect of the original advertising material and the derived advertising material on the second sub-flow;

[0025] A target delivery effect corresponding to the derivative advertising material is determined according to the first delivery effect and the second delivery effect.

[0026] In a possible implementation manner, the first delivery effect includes a first delivery income, the second delivery effect includes a second delivery income, and determining a target delivery effect corresponding to the derivative advertising material according to the first delivery effect and the second delivery effect includes:

[0027] Calculating the ratio of the first delivery income to the first sub-flow to obtain first unit income data, and calculating the ratio of the second delivery income to the second sub-flow to obtain second unit income data;

[0028] In the case where the first unit income data is greater than the second unit income data, determining that the target delivery effect corresponding to the derivative advertising material is unqualified;

[0029] When the first unit revenue data is less than or equal to the second unit revenue data, it is determined that the target delivery effect corresponding to the derivative advertising material is qualified.

[0030] In a possible implementation, the method further includes:

[0031] When the target delivery effect corresponding to the derivative advertising material is unqualified, the derivative advertising material is fed back to the review platform;

[0032] Receive material modification information fed back by the review platform;

[0033] The derivative advertising material is modified according to the material modification information.

[0034] In a possible implementation manner, before obtaining the original advertisement material corresponding to the target advertisement, the method further includes:

[0035] Get several candidate ads currently being delivered;

[0036] Determining advertisement revenue data corresponding to each of the candidate advertisements;

[0037] Sorting all the candidate advertisements in descending order according to the corresponding advertisement revenue data;

[0038] A preset number of candidate advertisements in the ranking are determined as target advertisements.

[0039] In a second aspect, the present application provides an advertisement delivery device, comprising:

[0040] An acquisition module, used to acquire the original advertising material corresponding to the target advertisement;

[0041] A first determination module is used to determine product information and audience type of the product corresponding to the target advertisement;

[0042] A derivative module, used for converting the type of the original advertising material according to the product information and the audience type to obtain a derivative advertising material;

[0043] A second determining module is used to determine a first advertising position corresponding to the original advertising material, and to determine a second advertising position corresponding to the derived advertising material;

[0044] A display module is used to deliver the original advertising material to the first advertising position for display, and to deliver the derived advertising material to the second advertising position for display.

[0045] In a possible implementation manner, the product information includes: the industry type and product type corresponding to the product, and the derivative module is specifically used to:

[0046] Get a set of material types corresponding to the industry type;

[0047] Determining a product material type corresponding to the product type in the material type set;

[0048] The original advertising material is converted according to the product material type and the audience type to obtain a derivative advertising material.

[0049] In a possible implementation manner, the derivative module is further used to:

[0050] Generate fusion feature data according to the product material type and the audience type;

[0051] Determining corresponding material derivative parameters according to the fusion feature data;

[0052] Generate a guide sentence according to the material-derived parameter and the original advertising material;

[0053] The guiding sentence and the original advertisement material are input into an AIGC model so as to generate a derivative advertisement material through the AIGC model.

[0054] In a possible implementation manner, the apparatus further includes a third determining module, configured to:

[0055] Get the traffic of the current target ad being visited;

[0056] dividing the flow into a first sub-flow and a second sub-flow, wherein the first sub-flow is higher than the second sub-flow;

[0057] Using the first sub-flow to deliver the original advertising material, and using the second sub-flow to deliver the original advertising material and the derived advertising material;

[0058] Counting a first delivery effect of the original advertising material on the first sub-flow, and counting a second delivery effect of the original advertising material and the derived advertising material on the second sub-flow;

[0059] A target delivery effect corresponding to the derivative advertising material is determined according to the first delivery effect and the second delivery effect.

[0060] In a possible implementation, the first delivery effect includes a first delivery income, the second delivery effect includes a second delivery income, and the third determination module is further configured to:

[0061] Calculating the ratio of the first delivery income to the first sub-flow to obtain first unit income data, and calculating the ratio of the second delivery income to the second sub-flow to obtain second unit income data;

[0062] In the case where the first unit income data is greater than the second unit income data, determining that the target delivery effect corresponding to the derivative advertising material is unqualified;

[0063] When the first unit revenue data is less than or equal to the second unit revenue data, it is determined that the target delivery effect corresponding to the derivative advertising material is qualified.

[0064] In a possible implementation manner, the device further includes a modification module, configured to:

[0065] When the target delivery effect corresponding to the derivative advertising material is unqualified, the derivative advertising material is fed back to the review platform;

[0066] Receive material modification information fed back by the review platform;

[0067] The derivative advertising material is modified according to the material modification information.

[0068] In a possible implementation manner, the device further includes a fourth determining module, configured to:

[0069] Get several candidate ads currently being delivered;

[0070] Determining advertisement revenue data corresponding to each of the candidate advertisements;

[0071] Sorting all the candidate advertisements in descending order according to the corresponding advertisement revenue data;

[0072] A preset number of candidate advertisements in the ranking are determined as target advertisements.

[0073] In a third aspect, an electronic device is provided, comprising a processor, a communication interface, a memory and a communication bus, wherein the processor, the communication interface and the memory communicate with each other via the communication bus;

[0074] Memory, used to store computer programs;

[0075] The processor is used to implement any method step described in the first aspect when executing a program stored in the memory.

[0076] In a fourth aspect, a computer-readable storage medium is provided, characterized in that a computer program is stored in the computer-readable storage medium, and when the computer program is executed by a processor, any method step described in the first aspect is implemented.

[0077] In a fifth aspect, a computer program product comprising instructions is provided, which, when executed on a computer, enables the computer to execute any of the above-mentioned advertising delivery methods.

[0078] Beneficial effects of the embodiments of the present application:

[0079] The embodiments of the present application provide an advertisement delivery method, device, electronic device, and storage medium. In the embodiments of the present application, first, the original advertisement material corresponding to the target advertisement is obtained, and the product information and audience type of the product corresponding to the target advertisement are determined. Then, the original advertisement material is converted according to the product information and the audience type to obtain a derivative advertisement material. Then, the first advertisement position corresponding to the original advertisement material is determined, and the second advertisement position corresponding to the derivative advertisement material is determined. Finally, the original advertisement material is delivered to the first advertisement position for display, and the derivative advertisement material is delivered to the second advertisement position for display. Through this solution, the original advertisement material can be converted according to the product information and audience type of the product corresponding to the advertisement to obtain a derivative advertisement material. While the original advertisement material is delivered using the first advertisement position, the derivative advertisement material can be delivered using the second advertisement position. In this way, more material types can be introduced, and more delivery scenarios can be unlocked, thereby improving the delivery effect of advertisements.

[0080] Of course, implementing any product or method of the present application does not necessarily require achieving all of the advantages described above at the same time. BRIEF DESCRIPTION OF THE DRAWINGS

[0081] The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the invention and, together with the description, serve to explain the principles of the invention.

[0082] In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings required for use in the embodiments or the description of the prior art will be briefly introduced below. Obviously, for ordinary technicians in this field, other drawings can be obtained based on these drawings without paying any creative labor.

[0083] One or more embodiments are exemplarily described by pictures in the corresponding drawings, and these exemplified descriptions do not constitute limitations on the embodiments. Elements with the same reference numerals in the drawings represent similar elements, and unless otherwise stated, the figures in the drawings do not constitute proportional limitations.

[0084] Figure 1 A flowchart of an advertisement delivery method provided in an embodiment of the present application;

[0085] Figure 2 A flowchart of another advertising delivery method provided in an embodiment of the present application;

[0086] Figure 3 A system processing flow chart of an advertising system provided in an embodiment of the present application;

[0087] Figure 4 An example of an original advertising material and a derived advertising material data structure provided in an embodiment of the present application;

[0088] Figure 5 A schematic diagram of the structure of an advertisement delivery device provided in an embodiment of the present application;

[0089] Figure 6 A schematic diagram of the structure of an electronic device provided in an embodiment of the present application. DETAILED DESCRIPTION

[0090] In order to make the purpose, technical solution and advantages of the embodiments of the present application clearer, the technical solution in the embodiments of the present application will be clearly and completely described below in conjunction with the drawings in the embodiments of the present application. Obviously, the described embodiments are part of the embodiments of the present application, not all of the embodiments. Based on the embodiments in the present application, all other embodiments obtained by ordinary technicians in this field without making creative work are within the scope of protection of this application.

[0091] The disclosure below provides many different embodiments or examples to implement different structures of the present invention. In order to simplify the disclosure of the present invention, the parts and settings of specific examples are described below. Of course, they are only examples, and the purpose is not to limit the present invention. In addition, the present invention can repeat reference numbers and / or letters in different examples. This repetition is for the purpose of simplification and clarity, and does not itself indicate the relationship between the various embodiments and / or settings discussed.

[0092] Figure 1 A flowchart of an advertisement delivery method provided for an embodiment of the present application. The method can be applied to one or more electronic devices such as smart phones, laptops, desktop computers, portable computers, servers, etc. In addition, the execution subject of the method can be hardware or software. When the above-mentioned execution subject is hardware, the execution subject can be one or more of the above-mentioned electronic devices. For example, a single electronic device can execute the method, or multiple electronic devices can cooperate with each other to execute the method. When the above-mentioned execution subject is software, the method can be implemented as multiple software or software modules, or as a single software or software module. No specific limitation is made here.

[0093] like Figure 1 As shown, the method specifically includes:

[0094] Step 101: Obtain the original advertising material corresponding to the target advertisement.

[0095] Target ads refer to ads that require material type conversion.

[0096] Original advertising material refers to the original material provided by the advertiser for the target advertisement. In the application, the original advertising material can be in the form of pictures, videos, texts, etc.

[0097] In one embodiment, advertisements specified by a user may be used as targeted advertisements.

[0098] In another embodiment, the target advertisement can be determined by the following steps: obtaining a number of candidate advertisements currently being delivered; determining the advertisement revenue data corresponding to each of the candidate advertisements; sorting all the candidate advertisements in descending order of the corresponding advertisement revenue data; and determining the first preset number of candidate advertisements in the sorting as the target advertisements.

[0099] Through this solution, advertisements with higher advertising revenue can be determined as target advertisements, so that the delivery effect of derivative materials after type conversion can be guaranteed.

[0100] In addition, in another embodiment of the present application, the following steps may be included: periodically polling the original advertising material to determine whether the original advertising material has changed, and if the original advertising material has changed, updating the original advertising material used by the derived advertising material to the latest material. In this way, the derived advertising material can be kept consistent with the latest material.

[0101] Step 102: Determine the product information and audience type of the product corresponding to the target advertisement.

[0102] Step 103: Convert the original advertising material into a derivative advertising material according to the product information and the audience type.

[0103] For ease of understanding, step 102 and step 103 are described in a unified manner as follows:

[0104] Product information, including the industry type and product type corresponding to the product. Industry types include beauty and cosmetics industry, gaming industry, etc., and product types are subcategories under industry types, such as facial cream products under the beauty and cosmetics industry, sports brand products under the clothing industry, etc.

[0105] Audience type refers to the main types of audience groups corresponding to the product, such as young people, old people, women, men, etc.

[0106] In the embodiment of the present application, step 103 may specifically include the following steps:

[0107] Acquire a material type set corresponding to the industry type; determine a product material type corresponding to the product type in the material type set; perform type conversion on the original advertising material according to the product material type and the audience type to obtain a derivative advertising material.

[0108] Product material type refers to the material type that you want to convert the original advertising material into, which can be a combination of multiple subtypes (such as image type, layout type, element type, color type, etc.). For example, a product material type can be: a vertical picture with bright and eye-catching colors and smooth motion elements.

[0109] In this embodiment, a material type set that meets the conditions can be first screened according to the industry type, then a product material type that meets the product type can be screened in the material type set, and finally, the original advertising material is converted into a type based on the product material type and the audience type to obtain one or more types of derivative advertising materials. In this way, derivative advertising materials that meet the needs of the product and the audience are obtained.

[0110] Specifically, the implementation of converting the original advertising material according to the product material type and the audience type to obtain the derivative advertising material may include the following steps: generating fusion feature data according to the product material type and the audience type; determining corresponding material derivative parameters according to the fusion feature data; generating a guide statement according to the material derivative parameters and the original advertising material; and inputting the guide statement and the original advertising material into the AIGC model to generate the derivative advertising material by the AIGC model.

[0111] In this solution, through the AIGC (Artificial Intelligence Generated Content) image-to-image, image-to-text, image-to-video, and video-to-image functions, the conversion of materials of various types (pictures, videos) and sizes (horizontal and vertical) can be achieved, thereby improving the efficiency of advertising material production.

[0112] Step 104: Determine a first advertisement slot corresponding to the original advertisement material, and determine a second advertisement slot corresponding to the derived advertisement material.

[0113] Step 105: Place the original advertising material in the first advertising position for display, and place the derived advertising material in the second advertising position for display.

[0114] For ease of understanding, step 104 and step 105 are described uniformly below:

[0115] The first advertisement position mentioned above is the advertisement position where the advertiser normally places advertisement materials on the main website.

[0116] The above-mentioned second ad position is an ad position with lower requirements on materials, and the ad position is not on the main site where the first ad position is located. In the application, the second ad position can be specified by the platform staff, such as an ad position on the alliance media.

[0117] In the embodiment of the present application, the original advertising material is placed in the first advertising position for display, and the derivative advertising material is placed in the second advertising position for display. In this way, more material types can be introduced, and more delivery scenarios can be unlocked, thereby improving the delivery effect of advertisements. In addition, since the quality of the materials generated by AIGC has a certain degree of uncertainty, in this solution, the derivative advertising material is placed in the second advertising position with lower material requirements, and is not placed on the main site, and is not displayed to the advertiser itself. This reduces the impact of the derivative advertising material on the delivery effect of the original advertising material.

[0118] In addition, in order to avoid affecting the performance of the advertising system, in another embodiment of the present application, the following steps are also included to control the number of derivative advertising materials generated so that the number of derivative advertising materials generated is less than a preset number threshold.

[0119] In an embodiment of the present application, first, the original advertising material corresponding to the target advertisement is obtained, and the product information and audience type of the product corresponding to the target advertisement are determined. Then, the original advertising material is converted according to the product information and the audience type to obtain a derivative advertising material. Then, the first advertising position corresponding to the original advertising material is determined, and the second advertising position corresponding to the derivative advertising material is determined. Finally, the original advertising material is delivered to the first advertising position for display, and the derivative advertising material is delivered to the second advertising position for display. Through this solution, the original advertising material can be converted according to the product information and audience type of the product corresponding to the advertisement to obtain a derivative advertising material, and while the original advertising material is delivered in the first advertising position, the derivative advertising material is delivered in the second advertising position. In this way, more material types can be introduced, and more delivery scenarios can be unlocked, thereby improving the delivery effect of advertising.

[0120] See also Figure 2 , is a flow chart of another embodiment of an advertisement delivery method provided in an embodiment of the present application. The process may include the following steps:

[0121] Step 201: Obtain the traffic of the current target advertisement being accessed;

[0122] Step 202: divide the flow into a first sub-flow and a second sub-flow, wherein the first sub-flow is higher than the second sub-flow;

[0123] Step 203: Use the first sub-flow to deliver the original advertising material, and use the second sub-flow to deliver the original advertising material and the derived advertising material;

[0124] Step 204: Counting the first delivery effect of the original advertising material on the first sub-flow, and counting the second delivery effects of the original advertising material and the derived advertising material on the second sub-flow;

[0125] Step 205: Determine a target delivery effect corresponding to the derivative advertising material according to the first delivery effect and the second delivery effect.

[0126] For ease of understanding, steps 201 to 205 are described in a unified manner as follows:

[0127] In actual applications, the first delivery effect and the second delivery effect can be represented by corresponding advertising revenue, click-through rate, etc.

[0128] The target delivery effect is used to indicate whether the delivery of the derivative advertising material has met the target expectation, including qualified (i.e., meeting the target expectation) and unqualified (i.e., failing to meet the target expectation).

[0129] In the embodiment of the present application, an experimental group and a control group can be divided, wherein the experimental group: a small portion of traffic (i.e., the second sub-traffic, such as 1% of the traffic) is cut out to deliver derivative advertising materials and original advertising materials; the control group: the rest of the traffic (i.e., the first sub-traffic, the remaining 99% of the traffic) is used to deliver original advertising materials. Then, by comparing the advertising revenue of the experimental group and the control group under the same traffic ratio, the target delivery effect corresponding to the derivative advertising materials is determined.

[0130] Specifically, the first delivery effect includes the first delivery income, and the second delivery effect includes the second delivery income. Step 205 may include the following steps:

[0131] Calculate the ratio of the first delivery revenue to the first sub-traffic to obtain first unit revenue data, and calculate the ratio of the second delivery revenue to the second sub-traffic to obtain second unit revenue data; when the first unit revenue data is greater than the second unit revenue data, determine that the target delivery effect corresponding to the derived advertising material is unqualified; when the first unit revenue data is less than or equal to the second unit revenue data, determine that the target delivery effect corresponding to the derived advertising material is qualified.

[0132] Through this solution, when the income of the experimental group is greater than that of the control group at the same traffic ratio, it means that the delivery effect of the derivative advertising material is qualified, that is, it can produce the expected delivery effect and can continue to be delivered subsequently; otherwise, it means that the delivery effect of the derivative advertising material is unqualified and the user can be prompted to make modifications subsequently.

[0133] In addition, in another embodiment of the present application, the following steps may also be included:

[0134] In the case that the target delivery effect corresponding to the derivative advertising material is unqualified, the derivative advertising material is fed back to the review platform; the material modification information fed back by the review platform is received; and the derivative advertising material is modified according to the material modification information.

[0135] Through this solution, if the delivery effect of the derivative advertising material is unsatisfactory, it can be fed back to the review platform, and the reviewer can modify the derivative advertising material by inputting material modification information (for example, adjusting the color, image layout, etc.) according to the actual delivery scenario, thereby improving the delivery effect of the derivative advertising material in the corresponding scenario.

[0136] In actual applications, the advertising system that implements the above solution includes four modules: delivery platform, advertising engine, advertising data, and advertising algorithm. Figure 3 The system processing flow chart of the advertising system is shown as follows: Figure 3As shown, the delivery platform side acquires the original advertising material of the target advertisement, generates derivative advertising material based on the original advertising material, and delivers the advertising material. The advertising engine side performs advertising recall and experimental process. The advertising data side includes the data warehouse, the algorithms involved, and the reports. The advertising algorithm side is used to perform model estimation.

[0137] In order to facilitate the billing of the target advertisement and the statistics of the overall delivery effect of the target advertisement, the delivery platform can associate the original advertisement material with the derived advertisement material through the following data structure. Figure 4 is an example of the data structure of the original creative and the derived creative, such as Figure 4 As shown, the derivative advertising material (i.e., the derivative creative in the attached figure) has an independent creative id and creative type. The system adds the original creative id field (master_creative_id), and each derivative advertising material has the same original creative id as the original advertising material (i.e., the original creative in the attached figure). The original creative sub-creative id is the same as the original creative id. The exposure click monitoring address, the advertisement to which it belongs, the advertiser to which it belongs, and other information of the derivative advertising material are consistent with the original advertising material.

[0138] Based on this, the advertising engine can match the new creative type with the new creative ID, and directly sort and filter according to the new creative type during the ad recall process. When billing ads, since the derivative ad creative and the original ad creative are under the same ad name, the actual delivery of the derivative ad creative and the original ad creative can be deducted according to this ad name. In addition, the main creative ID and main creative type are added to the ad feedback log (tracking).

[0139] For the advertising data side, you can add the main creative ID and main creative type fields in the data warehouse. The main creative information is used to generate effect data reports for external advertisers, and the sub-creative information is used to make model estimates for the algorithm.

[0140] For the advertising algorithm, you can use the sub-creative ID and sub-creative type to make model estimates. In the application, there are many types of algorithm model estimates, such as click-through rate estimation, conversion rate estimation, and ecpm estimation. These estimation results are used to ensure the effectiveness of advertising delivery.

[0141] Through the above system, it is possible to convert the original advertising material according to the product information and audience type of the product corresponding to the advertisement to obtain derivative advertising materials, and at the same time as the original advertising material is placed in the first advertising position, the derivative advertising material is placed in the second advertising position. In this way, more material types can be introduced and more delivery scenarios can be unlocked, thereby improving the delivery effect of advertising.

[0142] Based on the same technical concept, the embodiment of the present application also provides an advertisement delivery device, such as Figure 5 As shown, the device comprises:

[0143] An acquisition module 51 is used to acquire the original advertisement material corresponding to the target advertisement;

[0144] A first determination module 52 is used to determine product information and audience type of the product corresponding to the target advertisement;

[0145] A derivative module 53, configured to convert the original advertising material into a derivative advertising material according to the product information and the audience type;

[0146] A second determining module 54 is used to determine a first advertising position corresponding to the original advertising material, and to determine a second advertising position corresponding to the derived advertising material;

[0147] The display module 55 is used to place the original advertising material into the first advertising position for display, and place the derived advertising material into the second advertising position for display.

[0148] In a possible implementation manner, the product information includes: the industry type and product type corresponding to the product, and the derivative module is specifically used to:

[0149] Get a set of material types corresponding to the industry type;

[0150] Determining a product material type corresponding to the product type in the material type set;

[0151] The original advertising material is converted according to the product material type and the audience type to obtain a derivative advertising material.

[0152] In a possible implementation manner, the derivative module is further used to:

[0153] Generate fusion feature data according to the product material type and the audience type;

[0154] Determining corresponding material derivative parameters according to the fusion feature data;

[0155] Generate a guide sentence according to the material-derived parameter and the original advertising material;

[0156] The guiding sentence and the original advertisement material are input into an AIGC model so as to generate a derivative advertisement material through the AIGC model.

[0157] In a possible implementation manner, the apparatus further includes a third determining module, configured to:

[0158] Get the traffic of the current target ad being visited;

[0159] dividing the flow into a first sub-flow and a second sub-flow, wherein the first sub-flow is higher than the second sub-flow;

[0160] Using the first sub-flow to deliver the original advertising material, and using the second sub-flow to deliver the original advertising material and the derived advertising material;

[0161] Counting a first delivery effect of the original advertising material on the first sub-flow, and counting a second delivery effect of the original advertising material and the derived advertising material on the second sub-flow;

[0162] A target delivery effect corresponding to the derivative advertising material is determined according to the first delivery effect and the second delivery effect.

[0163] In a possible implementation, the first delivery effect includes a first delivery income, the second delivery effect includes a second delivery income, and the third determination module is further configured to:

[0164] Calculating the ratio of the first delivery income to the first sub-flow to obtain first unit income data, and calculating the ratio of the second delivery income to the second sub-flow to obtain second unit income data;

[0165] In the case where the first unit income data is greater than the second unit income data, determining that the target delivery effect corresponding to the derivative advertising material is unqualified;

[0166] When the first unit revenue data is less than or equal to the second unit revenue data, it is determined that the target delivery effect corresponding to the derivative advertising material is qualified.

[0167] In a possible implementation manner, the device further includes a modification module, configured to:

[0168] When the target delivery effect corresponding to the derivative advertising material is unqualified, the derivative advertising material is fed back to the review platform;

[0169] Receive material modification information fed back by the review platform;

[0170] The derivative advertising material is modified according to the material modification information.

[0171] In a possible implementation manner, the device further includes a fourth determining module, configured to:

[0172] Get several candidate ads currently being delivered;

[0173] Determining advertisement revenue data corresponding to each of the candidate advertisements;

[0174] Sorting all the candidate advertisements in descending order according to the corresponding advertisement revenue data;

[0175] A preset number of candidate advertisements in the ranking are determined as target advertisements.

[0176] Based on the same technical concept, the embodiment of the present application also provides an electronic device, such as Figure 6 As shown, it includes a processor 111, a communication interface 112, a memory 113 and a communication bus 114, wherein the processor 111, the communication interface 112, and the memory 113 communicate with each other through the communication bus 114.

[0177] Memory 113, used for storing computer programs;

[0178] The processor 111 is used to execute the program stored in the memory 113 to implement the following steps:

[0179] Get the original advertising material corresponding to the target advertisement;

[0180] Determine product information and audience type of the product corresponding to the target advertisement;

[0181] Performing type conversion on the original advertising material according to the product information and the audience type to obtain a derivative advertising material;

[0182] Determine a first advertisement position corresponding to the original advertisement material, and determine a second advertisement position corresponding to the derived advertisement material;

[0183] The original advertising material is delivered to the first advertising position for display, and the derived advertising material is delivered to the second advertising position for display.

[0184] The communication bus mentioned in the above electronic device can be a Peripheral Component Interconnect (PCI) bus or an Extended Industry Standard Architecture (EISA) bus, etc. The communication bus can be divided into an address bus, a data bus, a control bus, etc. For ease of representation, only one thick line is used in the figure, but it does not mean that there is only one bus or one type of bus.

[0185] The communication interface is used for communication between the above electronic device and other devices.

[0186] The memory may include a random access memory (RAM) or a non-volatile memory (NVM), such as at least one disk memory. Optionally, the memory may also be at least one storage device located away from the aforementioned processor.

[0187] The above-mentioned processor can be a general-purpose processor, including a central processing unit (CPU), a network processor (NP), etc.; it can also be a digital signal processor (DSP), an application specific integrated circuit (ASIC), a field programmable gate array (FPGA) or other programmable logic devices, discrete gate or transistor logic devices, discrete hardware components.

[0188] In another embodiment provided in the present application, a computer-readable storage medium is provided, in which a computer program is stored. When the computer program is executed by a processor, the steps of any of the above-mentioned advertising delivery methods are implemented.

[0189] In another embodiment provided by the present application, a computer program product including instructions is also provided, which, when executed on a computer, enables the computer to execute any one of the advertising delivery methods in the above embodiments.

[0190] The device embodiments described above are merely illustrative, wherein the units described as separate components may or may not be physically separated, and the components shown as units may or may not be physical units, that is, they may be located in one place or distributed on multiple network units. Some or all of the modules may be selected according to actual needs to achieve the purpose of the solution of this embodiment.

[0191] Through the description of the above implementation methods, those skilled in the art can clearly understand that each implementation method can be implemented by means of software plus a general hardware platform, and of course, by hardware. Based on this understanding, the above technical solution is essentially or the part that contributes to the relevant technology can be embodied in the form of a software product, and the computer software product can be stored in a computer-readable storage medium, such as ROM / RAM, a disk, an optical disk, etc., including a number of instructions for a computer device (which can be a personal computer, a server, or a network device, etc.) to execute the methods described in each embodiment or some parts of the embodiments.

[0192] It should be understood that the terms used herein are only for the purpose of describing specific example embodiments and are not intended to be limiting. Unless the context clearly indicates otherwise, the singular forms "one", "an" and "said" as used herein may also be meant to include plural forms. The terms "include", "comprise", "contain", and "have" are inclusive, and therefore specify the existence of stated features, steps, operations, elements and / or parts, but do not exclude the existence or addition of one or more other features, steps, operations, elements, parts, and / or combinations thereof. The method steps, processes, and operations described herein are not interpreted as necessarily requiring them to be performed in the specific order described or illustrated, unless the execution order is clearly indicated. It should also be understood that additional or alternative steps may be used.

[0193] The foregoing is merely a specific embodiment of the present invention, which enables those skilled in the art to understand or implement the present invention. Various modifications to these embodiments will be apparent to those skilled in the art, and the general principles defined herein may be implemented in other embodiments without departing from the spirit or scope of the present invention. Therefore, the present invention will not be limited to the embodiments shown herein, but rather to the widest scope consistent with the principles and novel features claimed herein.

Claims

1. An advertisement delivery method, characterized in that: The method comprises: Get the original advertising material corresponding to the target advertisement; Determine product information and audience type of the product corresponding to the target advertisement; Performing type conversion on the original advertising material according to the product information and the audience type to obtain a derivative advertising material; Determine a first advertisement position corresponding to the original advertisement material, and determine a second advertisement position corresponding to the derived advertisement material; The original advertising material is delivered to the first advertising position for display, and the derived advertising material is delivered to the second advertising position for display.

2. The method according to claim 1, characterized in that The product information includes: the industry type and product type corresponding to the product, and the type conversion of the original advertising material according to the product information and the audience type to obtain the derived advertising material includes: Get a set of material types corresponding to the industry type; Determining a product material type corresponding to the product type in the material type set; The original advertising material is converted according to the product material type and the audience type to obtain a derivative advertising material.

3. The method according to claim 2, characterized in that The converting the original advertising material according to the product material type and the audience type to obtain the derived advertising material includes: Generate fusion feature data according to the product material type and the audience type; Determining corresponding material derivative parameters according to the fusion feature data; Generate a guide sentence according to the material-derived parameter and the original advertising material; The guiding sentence and the original advertisement material are input into an AIGC model so as to generate a derivative advertisement material through the AIGC model.

4. The method according to claim 1, characterized in that The method further comprises: Get the traffic of the current target ad being visited; dividing the flow into a first sub-flow and a second sub-flow, wherein the first sub-flow is higher than the second sub-flow; Using the first sub-flow to deliver the original advertising material, and using the second sub-flow to deliver the original advertising material and the derived advertising material; Counting a first delivery effect of the original advertising material on the first sub-flow, and counting a second delivery effect of the original advertising material and the derived advertising material on the second sub-flow; A target delivery effect corresponding to the derivative advertising material is determined according to the first delivery effect and the second delivery effect.

5. The method according to claim 4, characterized in that The first delivery effect includes a first delivery income, the second delivery effect includes a second delivery income, and determining a target delivery effect corresponding to the derivative advertising material according to the first delivery effect and the second delivery effect includes: Calculating the ratio of the first delivery income to the first sub-flow to obtain first unit income data, and calculating the ratio of the second delivery income to the second sub-flow to obtain second unit income data; In the case where the first unit income data is greater than the second unit income data, determining that the target delivery effect corresponding to the derivative advertising material is unqualified; When the first unit revenue data is less than or equal to the second unit revenue data, it is determined that the target delivery effect corresponding to the derivative advertising material is qualified.

6. The method according to claim 4, characterized in that The method further comprises: When the target delivery effect corresponding to the derivative advertising material is unqualified, the derivative advertising material is fed back to the review platform; Receive material modification information fed back by the review platform; The derivative advertising material is modified according to the material modification information.

7. The method according to claim 1, characterized in that Before obtaining the original advertising material corresponding to the target advertisement, the method further includes: Get several candidate ads currently being delivered; Determining advertisement revenue data corresponding to each of the candidate advertisements; Sorting all the candidate advertisements in descending order according to the corresponding advertisement revenue data; A preset number of candidate advertisements in the ranking are determined as target advertisements.

8. An advertisement delivery device, characterized in that: The device comprises: An acquisition module, used to acquire the original advertising material corresponding to the target advertisement; A first determination module is used to determine product information and audience type of the product corresponding to the target advertisement; A derivative module, used for converting the type of the original advertising material according to the product information and the audience type to obtain a derivative advertising material; A second determining module is used to determine a first advertising position corresponding to the original advertising material, and to determine a second advertising position corresponding to the derived advertising material; A display module is used to deliver the original advertising material to the first advertising position for display, and to deliver the derived advertising material to the second advertising position for display.

9. An electronic device, characterized in that: It includes a processor, a communication interface, a memory and a communication bus, wherein the processor, the communication interface and the memory communicate with each other through the communication bus; Memory, used to store computer programs; The processor is used to implement the advertising delivery method described in any one of claims 1 to 7 when executing the program stored in the memory.

10. A computer-readable storage medium, characterized in that: The computer-readable storage medium stores a computer program, and when the computer program is executed by a processor, the advertisement delivery method according to any one of claims 1 to 7 is implemented.

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