Traffic distribution method and device, storage medium and computing equipment
By introducing reassignable first and second categories of traffic pools into the traffic trading platform and reassigning traffic acquisition requests according to price conditions, the problem of uneven traffic allocation in the prior art is solved, and the traffic allocation efficiency and consumer experience are improved.
Patent Information
- Application Number
- CN202510159058.9
- Authority / Receiving Office
- CN · China
- Patent Type
- Applications(China)
- Current Assignee / Owner
- Filing Date
- 2025-02-12
- Publication Date
- 2025-06-17
AI Technical Summary
In the prior art, traffic trading platforms have uneven distribution problems when allocating traffic, resulting in low traffic allocation efficiency and affecting the experience of traffic consumers.
By introducing reassignable first-class traffic pools and second-class traffic pools into the traffic trading platform, traffic acquisition requests are reassigned according to the comparison of protocol fixed prices and real-time bidding prices, thereby optimizing traffic allocation.
It improves the overall flow distribution efficiency, reduces the processing pressure of the first category of traffic pool, increases the processing volume of the second category of traffic pool, and improves the experience of the traffic consumers.
Smart Images
Figure CN120166083A_ABST
Abstract
Description
Technical Field
[0001] Embodiments of the present disclosure relate to the field of computer technologies, and more particularly, to a traffic allocation method, apparatus, storage medium, and computing device. Background Art
[0002] This section aims to provide background or context for the embodiments of the present disclosure. The descriptions herein are not admitted to be prior art merely because they are included in this section.
[0003] For a traffic trading platform, how to efficiently allocate traffic is its main task.
[0004] In the related art, in order to meet the needs of different traffic transactions, different categories of traffic pools can be planned according to traffic transaction requirements, so as to add traffic related to different traffic transactions to the corresponding traffic pools. When the traffic trading platform receives a traffic acquisition request sent by a traffic consumer, according to the allocation strategy configured for different traffic transactions, the traffic acquisition request is allocated to a certain traffic pool, and then relevant traffic is sent to the traffic consumer from this traffic pool.
[0005] However, this method has the problem of uneven traffic allocation. For example, once a traffic acquisition request is allocated to a certain traffic pool, it cannot be adjusted anymore. Even if the traffic pool is blocked and other traffic pools are idle, it still cannot be adjusted, which not only results in low traffic allocation efficiency but also affects the experience of traffic consumers. Summary of the Invention
[0006] In a first aspect of the embodiments of the present disclosure, a traffic allocation method is provided. The method is applied to a traffic trading platform that provides a first-category traffic pool and a second-category traffic pool; wherein, the first-category traffic pool corresponds to a protocol fixed price, and the second-category traffic pool corresponds to a real-time auction price; the method includes:
[0007] In response to a traffic acquisition request, obtain a target traffic pool allocated to the traffic acquisition request;
[0008] In response to the target traffic pool being a reallocable first-category traffic pool, obtain the protocol fixed price corresponding to the target traffic pool, and obtain the real-time auction price corresponding to the second-category traffic pool;
[0009] In response to the protocol fixed price and the real-time auction price meeting a preset condition, reallocate the traffic acquisition request to the second-category traffic pool.
[0010] Optionally, when the protocol fixed price and the real-time bidding price meet a preset condition, reallocating the traffic acquisition request to the traffic pool of the second category includes:
[0011] When the protocol fixed price is greater than the real-time bidding price, determining a price threshold for the target traffic pool; wherein, the price threshold is determined based on the traffic placement history of the target traffic pool;
[0012] When the real-time bidding price is greater than the price threshold, reallocating the traffic acquisition request to the traffic pool of the second category.
[0013] Optionally, the traffic pool of the first category is configured to perform traffic placement periodically;
[0014] When the target traffic pool is a reallocable traffic pool of the first category, it includes:
[0015] When the target traffic pool is a traffic pool of the first category, obtaining the placement progress data of the traffic placement in the previous cycle of the target traffic pool;
[0016] When the placement progress data meets the condition of early completion of placement, determining the target traffic pool as a reallocable traffic pool of the first category.
[0017] Optionally, the condition of early completion of placement includes that the remaining duration when the placement is completed in the previous cycle is greater than a preset duration; or,
[0018] The ratio of the remaining duration when the placement is completed in the previous cycle to the cycle duration is greater than a preset ratio.
[0019] Optionally, the traffic pool of the first category is configured to perform traffic placement periodically;
[0020] Determining the price threshold of the target traffic pool includes:
[0021] Obtaining the ratio of the remaining duration to the cycle duration when the placement is completed in the previous cycle of the target traffic pool, the adjustment step of the price threshold for each cycle, and the average bidding price of the historical display of the traffic provided by the traffic pool of the second category recorded in the traffic display position carried by the traffic acquisition request;
[0022] Calculating the price threshold of the target traffic pool based on the ratio, adjustment step, and price average.
[0023] Optionally, obtaining the real-time bidding price corresponding to the traffic pool of the second category includes:
[0024] Obtaining the highest price among the real-time bidding prices corresponding to the traffic pool of the second category.
[0025] Optionally, the traffic includes advertising traffic.
[0026] Optionally, the traffic trading platform includes a programmatic advertising platform, and the programmatic advertising platform includes a reallocation module and a screening module;
[0027] The screening module is used to screen the first type of traffic pool that can be reallocated and determine the price threshold of the first type of traffic pool that can be reallocated;
[0028] The reallocation module is used to execute the steps in claim 1.
[0029] Optionally, the first type of traffic pool includes programmatic purchase advertising orders with guaranteed price but not guaranteed quantity, and the second type of traffic pool includes real-time bidding advertising orders.
[0030] Optionally, the reassigning the traffic acquisition request to the second type of traffic pool includes:
[0031] Reassigning the advertising traffic acquisition request to a real-time bidding advertising order to obtain the advertisement provided by the advertiser corresponding to the real-time bidding advertising order, and returning the advertisement to the requester of the advertising traffic acquisition request.
[0032] In the second aspect of the embodiments of the present disclosure, a traffic allocation device is provided, which is applied to a traffic trading platform. The traffic trading platform provides a first type of traffic pool and a second type of traffic pool; wherein, the first type of traffic pool corresponds to a protocol fixed price, and the second type of traffic pool corresponds to a real-time bidding price; the device includes:
[0033] A response unit, in response to a traffic acquisition request, acquires the target traffic pool allocated to the traffic acquisition request;
[0034] An acquisition unit, in response to the target traffic pool being the first type of traffic pool that can be reallocated, acquires the protocol fixed price corresponding to the target traffic pool, and acquires the real-time bidding price corresponding to the second type of traffic pool;
[0035] An allocation unit, in response to the protocol fixed price and the real-time bidding price meeting a preset condition, reassigns the traffic acquisition request to the second type of traffic pool.
[0036] Optionally, the allocation unit includes:
[0037] A determination subunit, in response to the protocol fixed price being greater than the real-time bidding price, determines the price threshold of the target traffic pool; wherein, the price threshold is determined based on the traffic placement history of the target traffic pool;
[0038] The allocation subunit, in response to the real-time bidding price being greater than the price threshold, reallocates the traffic acquisition request to the traffic pool of the second category.
[0039] Optionally, the traffic pool of the first category is configured to perform traffic delivery periodically;
[0040] The acquisition unit further includes:
[0041] The screening subunit, in response to the target traffic pool being the traffic pool of the first category, acquires the delivery progress data of the traffic delivery in the previous period of the target traffic pool; in response to the delivery progress data meeting the requirement of early completion of delivery, determines the target traffic pool as the reassignable traffic pool of the first category.
[0042] Optionally, the meeting the requirement of early completion of delivery includes that the remaining duration at the completion of delivery in the previous period is greater than the preset duration; or, the ratio of the remaining duration at the completion of delivery in the previous period to the period duration is greater than the preset ratio.
[0043] Optionally, the traffic pool of the first category is configured to perform traffic delivery periodically;
[0044] When determining the price threshold of the target traffic pool, the determination subunit is further configured to acquire the ratio of the remaining duration at the completion of delivery in the previous period to the period duration of the target traffic pool, the adjustment step of the price threshold for each period, and the average bidding price of the historical display of the traffic provided by the traffic pool of the second category recorded in the traffic display position carried by the traffic acquisition request; calculate the price threshold of the target traffic pool based on the ratio, adjustment step and price average.
[0045] Optionally, when acquiring the real-time bidding price corresponding to the traffic pool of the second category, the acquisition unit is further configured to acquire the highest price among the real-time bidding prices corresponding to the traffic pool of the second category.
[0046] Optionally, the traffic includes advertising traffic.
[0047] Optionally, the traffic trading platform includes a programmatic advertising platform, and the programmatic advertising platform includes a reallocation module and a screening module;
[0048] The screening module is used to screen the reassignable traffic pool of the first category and determine the price threshold of the reassignable traffic pool of the first category;
[0049] The reallocation module is used to execute the response unit, acquisition unit and allocation unit.
[0050] Optionally, the traffic pool of the first category includes a programmatic purchase advertising order with guaranteed price but not guaranteed quantity, and the traffic pool of the second category includes a real-time bidding advertising order.
[0051] Optionally, when the allocation unit re - allocates the traffic acquisition request to the traffic pool of the second category, it is further configured to re - allocate the advertisement traffic acquisition request to the real - time bidding advertisement order to obtain the advertisement provided by the advertiser corresponding to the real - time bidding advertisement order, and return the advertisement to the requester of the advertisement traffic acquisition request.
[0052] In the third aspect of the embodiments of the present disclosure, a computer - readable storage medium is provided, including:
[0053] When the instructions in the computer - readable storage medium are executed by the processor of the electronic device, the electronic device can execute the traffic allocation method as described in any one of the previous items.
[0054] In the fourth aspect of the embodiments of the present disclosure, a computing device is provided, including:
[0055] A processor;
[0056] A memory for storing the executable instructions of the processor;
[0057] Wherein, the processor is configured to execute the executable instructions to implement the traffic allocation method as described in any one of the previous items.
[0058] According to the traffic allocation scheme provided by the embodiments of the present disclosure, by appropriately adjusting the allocation of the traffic acquisition requests originally required to be allocated to the traffic pool of the first category to the traffic pool of the second category, the overall traffic allocation efficiency is improved. BRIEF DESCRIPTION OF THE DRAWINGS
[0059] By referring to the accompanying drawings and reading the following detailed description, the above - mentioned and other objects, features, and advantages of the exemplary embodiments of the present disclosure will become easy to understand. In the drawings, several embodiments of the present disclosure are shown in an exemplary rather than restrictive manner, wherein:
[0060] Figure 1 Schematically shows the system architecture diagram of the traffic trading platform provided by the present disclosure;
[0061] Figure 2 Schematically shows the schematic diagram of the traffic allocation method provided by the present disclosure;
[0062] Figure 3 Schematically shows the system architecture diagram of the programmatic advertising platform provided by the present disclosure;
[0063] Figure 4 Schematically shows the schematic diagram of the medium provided by the present disclosure;
[0064] Figure 5Schematically shows a schematic diagram of the traffic allocation device provided by the present disclosure;
[0065] Figure 6 Schematically shows a schematic diagram of the computing device provided by the present disclosure.
[0066] In the drawings, the same or corresponding reference numerals denote the same or corresponding parts. Detailed implementation manners
[0067] Hereinafter, the principles and spirit of the present disclosure will be described with reference to several exemplary implementation manners. It should be understood that these implementation manners are provided only to enable those skilled in the art to better understand and then implement the present disclosure, rather than limiting the scope of the present disclosure in any way. On the contrary, these implementation manners are provided to make the present disclosure more thorough and complete, and to be able to fully convey the scope of the present disclosure to those skilled in the art.
[0068] Those skilled in the art know that the implementation manners of the present disclosure can be implemented as a system, a device, an equipment, a method, or a computer program product. Therefore, the present disclosure can be specifically implemented in the following forms, namely: completely hardware, completely software (including firmware, resident software, microcode, etc.), or a combination of hardware and software.
[0069] According to the implementation manners of the present disclosure, a traffic allocation method, a computer-readable storage medium, a device, and a computing device are proposed.
[0070] In this article, it should be understood that any number of elements in the drawings is for illustration rather than limitation, and any naming is only for distinction and does not have any limiting meaning.
[0071] Hereinafter, with reference to several representative implementation manners of the present disclosure, the principles and spirit of the present disclosure will be elaborated in detail.
[0072] The data involved in the present disclosure can be data authorized by the user or fully authorized by all parties. The collection, dissemination, use, etc. of the data all comply with the requirements of relevant national laws and regulations. The implementation manners / embodiments of the present disclosure can be combined with each other. Summary of the Invention
[0074] The present disclosure aims to provide a traffic allocation scheme, by appropriately adjusting and allocating the traffic acquisition requests that originally need to be allocated to the traffic pool of the first category to the traffic pool of the second category, so as to improve the overall traffic allocation efficiency.
[0075] In practical applications, the traffic pool of the first category is configured to perform traffic delivery periodically, which is set based on the traffic transaction requirements corresponding to the traffic pool of the first category. The traffic transaction requirements require the traffic to be delivered periodically, that is, only a fixed amount of traffic is allowed to be delivered to the traffic consumers within one cycle.
[0076] Here, "appropriate" can specifically refer to: by statistically determining whether the traffic pool of the first category completed traffic delivery ahead of schedule in the previous cycle. Since the amount of traffic delivered by the traffic pool of the first category in each cycle is limited, the traffic pool will be temporarily closed after completing traffic delivery ahead of schedule. Therefore, when a certain traffic pool of the first category completed traffic delivery ahead of schedule in the previous cycle, it indicates that the delivery efficiency of this traffic pool is relatively high. Even if subsequent traffic acquisition requests are continuously allocated, it cannot process them in a timely manner, thus causing "blockage" to occur. For this reason, in this cycle, the traffic acquisition requests allocated to the traffic pool of the first category can be appropriately adjusted to the traffic pool of the second category, that is, it reduces the processing pressure of the traffic pool of the first category (avoiding the occurrence of "blockage"), and can also increase the processing volume of the traffic pool of the second category, thereby improving the overall traffic allocation efficiency.
[0077] After introducing the basic principles of the present disclosure, the various non-limiting implementation manners of the present disclosure will be specifically introduced below.
[0078] Overview of Application Scenarios
[0079] First, refer to Figure 1 The system architecture diagram of a data generation system shown. In this system architecture diagram, various network nodes can achieve information communication through the network, and then complete interaction and data processing. The system architecture diagram may include a traffic trading platform 12 that performs data communication with one or more traffic consumers 11 via the network, and a traffic pool cluster 13 that can be integrated into the traffic trading platform 12 or independent of the traffic trading platform 12. The traffic pool cluster 13 may include one or more traffic pools of different categories.
[0080] A traffic allocation module may be set in the traffic trading platform 12. Through this traffic allocation module, the traffic acquisition requests sent by the traffic consumers 11 can be allocated to a certain traffic pool in the traffic pool cluster 13, and the relevant traffic obtained from this traffic pool can be returned to the traffic consumers 11.
[0081] In the present disclosure, two modules are introduced in the traffic allocation module, namely a screening module and a reallocation module. Among them, the screening module is used to screen the traffic pools of the first category that can be reallocated and determine the price threshold of the traffic pools of the first category that can be reallocated; the reallocation module is used to execute the steps in the embodiments of the subsequent traffic allocation method.
[0082] The traffic consumers 11 may include various traffic consumption platforms, such as but not limited to social platforms, shopping platforms, multimedia platforms, etc.
[0083] In the present disclosure, the traffic may include advertising traffic, tradable data traffic, virtual resource traffic, and the like.
[0084] Taking advertising traffic as an example, the above-mentioned traffic trading platform may include a programmatic advertising platform (Ad Exchange, ADX), the above-mentioned traffic pool cluster 13 may include a demand-side platform (Demand-Side Platform, DSP), the first category of traffic pools may include programmatic purchase advertising orders (Preferred Deals, PD) with guaranteed price but not quantity, and the second category of traffic pools may include real-time bidding advertising orders (Real Time Bidding, RTB).
[0085] Among them, ADX can be an intermediate hub connecting advertising providers (such as advertisers who place advertisements) and advertising consumers (such as service platforms with advertising slots that can display advertisements placed by advertising providers).
[0086] DSP can help advertisers to accurately bid for and display advertising traffic in the RTB market.
[0087] PD is a type of Programmatic Direct Buying (PDB).
[0088] Programmatic direct buying is usually based on automated systems (technology) and data for advertising. Compared with conventional manual buying, PDB can greatly improve the efficiency, scale and delivery strategy of advertising buying.
[0089] PD has the characteristics of priority transaction and guaranteed price but not guaranteed quantity. This is also a pre-negotiated transaction type, where advertisers can purchase specific advertising inventory first, but unlike PDB, PD usually does not guarantee the number of ad impressions, only the price is pre-set. The availability of ad space depends on market conditions, so there is uncertainty in the amount of exposure. Under the PD method, advertisers purchase the resources to be delivered from the media at a fixed price (the price is generally lower than the guaranteed price and quantity, and most likely higher than RTB), but without committing to the delivery volume. Similarly, the media does not need to commit inventory to advertisers.
[0090] RTB is real-time bidding advertising, a new type of online advertising form where users can independently place and manage ads, rank by adjusting prices, and pay according to advertising effects. When a user generates an exposure opportunity while accessing media, numerous DSPs evaluate the exposure value in real time based on the exposure context and user attributes and give quotes. After bidding through the ADX, the advertiser with the highest final bid wins this exposure opportunity.
[0091] Examples of the implementation of advertising traffic allocation on the programmatic advertising platform will be introduced in subsequent examples.
[0092] Exemplary Method
[0093] The following Figure 1 in combination with the Figure 2 shown application scenarios, refer to
[0094] As Figure 2 shown, the traffic allocation method can be applied to the aforementioned traffic trading platform, which provides a first category of traffic pool and a second category of traffic pool; wherein, the first category of traffic pool corresponds to a protocol fixed price, and the second category of traffic pool corresponds to a real-time bidding price. The method may include the following steps:
[0095] Step 210: In response to a traffic acquisition request, obtain the target traffic pool allocated to the traffic acquisition request.
[0096] This step may allocate the traffic acquisition request to the target traffic pool according to the existing traffic allocation method.
[0097] However, different from the existing method, through subsequent steps 220 to 230 of the present disclosure, the traffic acquisition request can be readjusted from the allocated target traffic pool to other traffic pools, thereby overall improving the traffic allocation efficiency.
[0098] Step 220: In response to the target traffic pool being the first category of traffic pool that can be reallocated, obtain the protocol fixed price corresponding to the target traffic pool, and obtain the real-time bidding price corresponding to the second category of traffic pool.
[0099] To meet the needs of different traffic transactions, different categories of traffic pools can be planned according to traffic transaction requirements. Among them, the first category of traffic pool is configured to perform traffic delivery periodically, that is, the traffic delivered in each period is limited, and the traffic pool will be temporarily closed after the traffic delivery is completed in advance. When a certain traffic pool of the first category completes the traffic delivery in advance in the previous period, it means that the delivery efficiency of this traffic pool is relatively high. Even if traffic acquisition requests are continuously allocated subsequently, it cannot process them in time, thus causing "blockage".
[0100] The second category of traffic pool does not perform traffic delivery periodically. Therefore, traffic acquisition requests that originally needed to be allocated to the first category of traffic pool can be appropriately adjusted and allocated to the second category of traffic pool to improve the overall traffic allocation efficiency.
[0101] However, not all traffic pools of the first category are suitable for reallocating traffic acquisition requests. For this reason, the following embodiments are provided in this specification to determine which traffic pools of the first category belong to the first category of traffic pools that can be reallocated.
[0102] In an exemplary embodiment, the first category of traffic pool is configured to perform traffic delivery periodically;
[0103] The response that the target traffic pool is a first category of traffic pool that can be reallocated includes:
[0104] In response to the target traffic pool being a traffic pool of the first category, obtain the delivery progress data of the traffic delivery of the target traffic pool in the previous period;
[0105] In response to the delivery progress data meeting the requirement of completing the delivery in advance, determine the target traffic pool as a first category of traffic pool that can be reallocated.
[0106] In this embodiment, to ensure that the traffic pool of the first category can deliver traffic smoothly, the traffic pool of the first category can be configured to perform traffic delivery periodically. After the traffic delivery in one period is completed, the traffic pool can be temporarily closed and reopened at the beginning of the next period to perform traffic delivery in the new period.
[0107] For easy understanding, a period can be defined as a time slice T (the unit can be minutes, generally at the level of several minutes or dozens of minutes), and then 24 hours of a day can be equally divided into an integer n time slices T, which can be defined as T(1), T(2), T(3)...T(n) in chronological order. Then, n*T = 24*60 (exactly the time of one day).
[0108] When the target traffic pool is a traffic pool of the first category, obtain the delivery progress data of the traffic delivery in the previous time slice T(i) of the target traffic pool; if the delivery progress data meets the condition of early completion of delivery, then the target traffic pool can be determined to belong to the first category of traffic pools that can be reallocated.
[0109] Further, for the above-mentioned early completion of delivery, it may include:
[0110] The remaining duration at the end of the previous cycle is greater than the preset duration; or, the ratio of the remaining duration at the end of the previous cycle to the cycle duration is greater than the preset ratio.
[0111] Exemplarily, the degree of early completion of delivery can be defined as the size of the remaining duration within the cycle at the end of delivery. If the cycle duration is 10 minutes, then the preset duration can be set to 2 minutes; in this way, if the target traffic pool is delivered within the first 8 minutes, since the remaining duration is greater than 2 minutes, it can be determined that the early completion of delivery is met.
[0112] Another example, the degree of early completion of delivery can also be defined as the ratio (such as a percentage) of the remaining duration within the cycle at the end of delivery to the entire cycle duration. Assuming the preset ratio is set to 20%, then when the cycle is 10 minutes, if the target traffic pool is delivered within the first 8 minutes, the early completion of delivery is met.
[0113] In addition, if the target traffic pool has been determined to be a first-category traffic pool that can be reallocated before the previous cycle, then as long as the target traffic pool completes the traffic delivery normally within the previous cycle, even if it does not complete the traffic delivery in advance, it can also be determined to be a first-category traffic pool.
[0114] In this specification, when determining that the target traffic pool is a first-category traffic pool that can be reallocated, the protocol fixed price of the target traffic pool can be further obtained, and the real-time bidding price corresponding to the second-category traffic pool can be obtained.
[0115] Since the target traffic pool is a first-category traffic pool, and the first-category traffic pool adopts a protocol fixed price, that is, the traffic delivery party and the traffic trading platform have pre-agreed to conduct periodic traffic delivery at a fixed price, and this pre-agreed fixed price is the protocol fixed price.
[0116] The second-category traffic pool adopts a real-time bidding price. Different traffic delivery parties negotiate with the traffic trading platform for traffic delivery through mutual bidding; in this way, the traffic delivery party has a higher degree of autonomy and can bid according to the traffic delivery effect in different time periods to meet different traffic delivery needs.
[0117] In an exemplary embodiment, obtaining the real-time bidding price corresponding to the traffic pool of the second category includes:
[0118] Obtaining the highest price among the real-time bidding prices corresponding to the traffic pool of the second category.
[0119] Since each traffic provider can conduct real-time bidding, the traffic pool of the second category can correspond to a real-time bidding list, which contains all the real-time bidding prices. The highest price of the real-time bidding prices can be obtained by querying this real-time bidding list. Usually, the real-time bidding list itself is sorted in descending order of price. Based on this, the real-time bidding price ranked first in the real-time bidding list can be read.
[0120] Step 230: In response to the protocol fixed price and the real-time bidding price meeting a preset condition, reassign the traffic acquisition request to the traffic pool of the second category.
[0121] Exemplarily, after obtaining the protocol fixed price and the real-time bidding price, as long as the two meet the preset conditions (for example, the real-time bidding price is greater than the protocol fixed price; or, the real-time bidding price is greater than the price threshold of the target traffic pool corresponding to the protocol fixed price), the traffic acquisition request originally assigned to the target traffic pool can be reassigned to the traffic pool of the second category; thereby preferentially returning the traffic corresponding to the highest real-time bidding price to the traffic consumer.
[0122] In this way, by appropriately adjusting the assignment of the traffic acquisition request originally to be assigned to the traffic pool of the first category to the traffic pool of the second category, the overall traffic allocation efficiency is improved and the traffic placement revenue of the traffic trading platform is increased.
[0123] In an exemplary embodiment, taking the real-time bidding price being greater than the price threshold of the target traffic pool corresponding to the protocol fixed price as an example, the above step 230 may further include:
[0124] In response to the protocol fixed price being greater than the real-time bidding price, determining the price threshold of the target traffic pool; wherein, the price threshold is determined based on the traffic placement history of the target traffic pool;
[0125] In response to the real-time bidding price being greater than the price threshold, reassign the traffic acquisition request to the traffic pool of the second category.
[0126] In this embodiment, the price threshold can be determined in the following manner:
[0127] Obtain the ratio of the remaining duration to the cycle duration when the target traffic pool was fully delivered in the previous cycle, the adjustment step size of the price threshold for each cycle, and the average bidding price for the traffic provided by the traffic pool of the second historical display category recorded in the traffic display position carried by the traffic acquisition request;
[0128] Average price of competitive advertising delivery;
[0129] Calculate the price threshold of the target traffic pool based on the ratio, adjustment step size, and average price.
[0130] Exemplarily, the price threshold can be calculated according to the following formula:
[0131] PriceThreshold = PositionRtbPrice + a * StepPriceA.
[0132] Where, PriceThreshold represents the price threshold, PositionRtbPrice represents the average bidding price, StepPriceA represents the adjustment step size of the price threshold for each cycle, and a represents the ratio of the remaining duration to the cycle duration when the delivery was completed in the previous cycle.
[0133] For example, assume a time cycle is 10 minutes, the average bidding price recorded in the traffic display position is 10 yuan, and the adjustment step size is 1 yuan. Then, if the remaining duration of the target traffic pool when the delivery was completed in the previous cycle is 5 minutes (i.e., the ratio of early completion is 200%), the price threshold calculated by the above formula is (10 + 200% * 1) = 15 yuan. And if the remaining duration of the target traffic pool when the delivery was completed in the previous cycle is 2 minutes (i.e., the ratio of early completion is 125%), the price threshold calculated by the above formula is (10 + 125% * 1) = 12.5 yuan.
[0134] In addition, if the target traffic pool has been determined as a re - assignable first - category traffic pool before the previous cycle, that is, a price threshold has been calculated for this target traffic pool before. At this time, only fine - tuning is required according to the traffic delivery situation of the target traffic pool in the previous cycle. For this purpose, another adjustment step size StepPriceB can be introduced, such as 0.5 yuan, for further fine - tuning of the price threshold. The fine - tuning formula is as follows:
[0135] PriceThreshold(new) = PriceThreshold(old) + b * StepPriceB.
[0136] Among them, PriceThreshold(new) represents the fine-tuned price threshold, b represents the ratio of the remaining duration to the cycle duration when the placement was completed in the previous cycle, and PriceThreshold(old) represents the existing price threshold.
[0137] Corresponding to the calculation and fine-tuning of the above price threshold, if the traffic in a certain traffic pool of the first category was not fully placed in the previous cycle (the cycle was never closed), the historical price threshold corresponding to this traffic pool can be deleted, indicating that this traffic pool no longer belongs to the traffic pools of the first category that can be reallocated, and it is necessary to re-determine whether it is a traffic pool of the first category that can be reallocated.
[0138] In an exemplary embodiment, as introduced in the previous application scenario overview:
[0139] The traffic may include advertising traffic, the traffic trading platform may include a programmatic advertising platform (ADX), the traffic pools of the first category may include programmatic purchase advertising orders (PD) with price protection but not guaranteed quantity, and the traffic pools of the second category may include real-time bidding advertising orders (RTB).
[0140] Next, please combine Figure 3 with the system architecture diagram of the programmatic advertising platform shown below. The programmatic advertising platform includes a reallocation module and a screening module;
[0141] The screening module is used to screen the PD advertising orders that can be reallocated and determine the price threshold of the PD advertising orders that can be reallocated; the reallocation module is used to execute the execution logic of traffic allocation, and this execution logic can refer to the Figure 2 method embodiment shown above.
[0142] ADX receives an advertising traffic acquisition request initiated by a traffic consumer, and the traffic allocation module allocates the advertising traffic acquisition request to the target advertising order through online allocation;
[0143] Next, the reallocation module executes the execution logic of logical allocation: in response to the target advertising order being a PD advertising order that can be reallocated (determined by the Figure 3 screening module in the above whether the target advertising order is a PD advertising order that can be reallocated), obtain the protocol fixed price corresponding to the target advertising order, and obtain the real-time bidding price corresponding to the RTB advertising order; in response to the protocol fixed price and the real-time bidding price meeting the preset conditions, reallocate the advertising traffic acquisition request to the RTB advertising order to obtain the advertisement provided by the advertiser corresponding to the RTB advertising order (i.e., Figure 3 the advertisement recall performed by DPS in the above), and return the advertisement to the requester of the advertising traffic acquisition request (i.e., the aforementioned traffic consumer).
[0144] Exemplary Medium
[0145] After introducing the method of the exemplary embodiments of the present disclosure, next, reference is made to Figure 4 describe the medium of the exemplary embodiments of the present disclosure.
[0146] In this exemplary embodiment, the above method can be implemented by a program product. For example, a portable compact disc read-only memory (CD-ROM) can be adopted and includes program code, and can be run on a device, such as a personal computer. However, the program product of the present disclosure is not limited thereto. In this document, a readable storage medium can be any tangible medium that contains or stores a program, and this program can be used by or in combination with an instruction execution system, apparatus, or device.
[0147] The program product can adopt any combination of one or more readable media. The readable media can be a readable signal medium or a readable storage medium. The readable storage medium can be, for example, but not limited to, an electrical, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination of the above. More specific examples (non-exhaustive list) of the readable storage medium include: an electrical connection having one or more wires, a portable disk, a hard disk, a random access memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the above.
[0148] The computer-readable signal medium can include a data signal propagated in a baseband or as part of a carrier wave, in which the readable program code is carried. Such a propagated data signal can take various forms, including but not limited to an electromagnetic signal, an optical signal, or any suitable combination of the above. The readable signal medium can also be any readable medium other than the readable storage medium, and this readable medium can send, propagate, or transmit a program for use by or in combination with an instruction execution system, apparatus, or device.
[0149] The program code contained on the readable medium can be transmitted by any suitable medium, including but not limited to wireless, wired, optical cable, RF, etc., or any suitable combination of the above.
[0150] Program code for performing the operations of the present disclosure can be written in any combination of one or more programming languages, including object-oriented programming languages such as Java, C++, etc., and also including conventional procedural programming languages such as the C language or similar programming languages. The program code can be executed entirely on the user computing device, partially on the user computing device and partially on a remote computing device, or entirely on a remote computing device or server. In the case of a remote computing device, the remote computing device can be connected to the user computing device through any type of network, including a local area network (LAN) or a wide area network (WAN), or can be connected to an external computing device (e.g., by connecting through the Internet using an Internet service provider).
[0151] In summary, the present disclosure can provide a computer-readable storage medium, and when the instructions in the computer-readable storage medium are executed by a processor of an electronic device, the electronic device can be enabled to execute the foregoing method embodiments of the traffic allocation method.
[0152] Exemplary Device
[0153] After introducing the media of the exemplary embodiments of the present disclosure, next, reference is made to Figure 5 to describe the devices of the exemplary embodiments of the present disclosure.
[0154] Figure 5 A block diagram of a traffic allocation device according to an embodiment of the present disclosure is schematically shown, corresponding to the foregoing Figure 2 shown method embodiments. Applied to a traffic trading platform, the traffic trading platform provides a first category of traffic pools and a second category of traffic pools; wherein, the first category of traffic pools corresponds to a protocol fixed price, and the second category of traffic pools corresponds to a real-time auction price; the device includes:
[0155] A response unit 510, in response to a traffic acquisition request, acquires a target traffic pool allocated to the traffic acquisition request;
[0156] An acquisition unit 520, in response to the target traffic pool being a first category of traffic pool that can be reallocated, acquires the protocol fixed price corresponding to the target traffic pool, and acquires the real-time auction price corresponding to the second category of traffic pools;
[0157] An allocation unit 530, in response to the protocol fixed price and the real-time auction price meeting a preset condition, reallocates the traffic acquisition request to the second category of traffic pools.
[0158] Optionally, the allocation unit 530 includes:
[0159] Determination subunit 531, in response to the protocol fixed price being greater than the real-time bidding price, determines the price threshold of the target traffic pool; wherein, the price threshold is determined based on the traffic delivery history of the target traffic pool;
[0160] Allocation subunit 533, in response to the real-time bidding price being greater than the price threshold, reallocates the traffic acquisition request to the traffic pool of the second category.
[0161] Optionally, the traffic pool of the first category is configured to perform traffic delivery periodically;
[0162] The acquisition unit 520 further includes:
[0163] Screening subunit 521, in response to the target traffic pool being the traffic pool of the first category, acquires the delivery progress data of the traffic delivery in the previous cycle of the target traffic pool; in response to the delivery progress data meeting the condition of early completion of delivery, determines the target traffic pool as the traffic pool of the first category that can be reallocated.
[0164] Optionally, the condition of meeting the early completion of delivery includes that the remaining duration at the completion of delivery in the previous cycle is greater than the preset duration; or, the ratio of the remaining duration at the completion of delivery in the previous cycle to the cycle duration is greater than the preset ratio.
[0165] Optionally, the traffic pool of the first category is configured to perform traffic delivery periodically;
[0166] When determining the price threshold of the target traffic pool, the determination subunit 531 is further configured to acquire the ratio of the remaining duration to the cycle duration at the completion of delivery in the previous cycle of the target traffic pool, the adjustment step of the price threshold for each cycle, and the average bidding price of the historical display of the traffic provided by the traffic pool of the second category recorded in the traffic display position carried by the traffic acquisition request; calculates the price threshold of the target traffic pool based on the ratio, adjustment step, and price average.
[0167] Optionally, when acquiring the real-time bidding price corresponding to the traffic pool of the second category, the acquisition unit 520 is further configured to acquire the highest price among the real-time bidding prices corresponding to the traffic pool of the second category.
[0168] Optionally, the traffic includes advertising traffic.
[0169] Optionally, the traffic trading platform includes a programmatic advertising platform, and the programmatic advertising platform includes a reallocation module and a screening module;
[0170] The screening module is used to screen the traffic pool of the first category that can be reallocated and determine the price threshold of the traffic pool of the first category that can be reallocated;
[0171] The reallocation module is used to execute the response unit 510, the acquisition unit 520, and the allocation unit 530.
[0172] Optionally, the first type of traffic pool includes programmatic purchase ad orders with guaranteed price but not guaranteed quantity, and the second type of traffic pool includes real-time bidding ad orders.
[0173] Optionally, when the allocation unit 530 reallocates the traffic acquisition request to the second type of traffic pool, it is further used to reallocate the ad traffic acquisition request to a real-time bidding ad order to obtain an ad provided by an advertiser corresponding to the real-time bidding ad order, and return the ad to the requester of the ad traffic acquisition request.
[0174] Exemplary Computing Device
[0175] After introducing the methods, media, and devices of the exemplary embodiments of the present disclosure, next, reference is made to Figure 6 describe the computing device of the exemplary embodiments of the present disclosure.
[0176] Figure 6 The computing device 1500 shown is merely an example and should not impose any limitation on the functions and usage scope of the embodiments of the present disclosure.
[0177] As Figure 6 shown, the computing device 1500 is presented in the form of a general-purpose computing device. The components of the computing device 1500 may include, but are not limited to: at least one processing unit 1501, at least one storage unit 1502, and a bus 1503 connecting different system components (including the processing unit 1501 and the storage unit 1502).
[0178] The bus 1503 includes a data bus, a control bus, and an address bus.
[0179] The storage unit 1502 may include a readable medium in the form of volatile memory, such as a random access memory (RAM) 15021 and / or a cache memory 15022, and may further include a readable medium in the form of non-volatile memory, such as a read-only memory (ROM) 15023.
[0180] The storage unit 1502 may also include a program / utility 15025 having a set (at least one) of program modules 15024. Such program modules 15024 include, but are not limited to: an operating system, one or more application programs, other program modules, and program data. The implementation of a network environment may be included in each or some combination of these examples.
[0181] The computing device 1500 may also communicate with one or more external devices 1504 (such as a keyboard, a pointing device, etc.).
[0182] Such communication may be carried out through the input / output (I / O) interface 1505. Also, the computing device 1500 may further communicate with one or more networks (such as a local area network (LAN), a wide area network (WAN), and / or a public network, such as the Internet) through the network adapter 1506. As Figure 6 shown, the network adapter 1506 communicates with other modules of the computing device 1500 through the bus 1503. It should be understood that although not shown in the figure, other hardware and / or software modules may be used in conjunction with the computing device 1500, including but not limited to: microcode, device drivers, redundant processing units, external disk drive arrays, RAID systems, tape drives, and data backup storage systems, etc.
[0183] Through the computing device 1500 as Figure 6 shown, the foregoing traffic allocation method may be implemented. More specifically, the storage unit 1502 stores instructions executable by the processing unit 1501, and when the processing unit 1501 executes the instructions, the foregoing traffic allocation method is implemented.
[0184] It should be noted that although several units / modules or sub-units / modules of the traffic allocation device are mentioned in the foregoing detailed description, this division is merely exemplary and not mandatory. In fact, according to the embodiments of the present disclosure, the features and functions of two or more of the above-described units / modules may be embodied in one unit / module. Conversely, the features and functions of one unit / module described above may be further divided and embodied by multiple units / modules.
[0185] In addition, although the operations of the method of the present disclosure are described in a specific order in the drawings, this does not require or imply that these operations must be performed in that specific order, or that all of the shown operations must be performed to achieve the desired result. Additionally or alternatively, some steps may be omitted, multiple steps may be combined into one step for execution, and / or one step may be decomposed into multiple steps for execution.
[0186] Although the spirit and principles of the present disclosure have been described with reference to several specific embodiments, it should be understood that the present disclosure is not limited to the specific embodiments disclosed, and the division of each aspect does not mean that the features in these aspects cannot be combined for benefit. This division is only for the convenience of expression. The present disclosure is intended to cover various modifications and equivalent arrangements included within the spirit and scope of the appended claims.
Claims
1. A traffic allocation method, applied to a traffic trading platform, wherein the traffic trading platform provides a first type of traffic pool and a second type of traffic pool; wherein: The first type of traffic pool corresponds to an agreed fixed price, and the second type of traffic pool corresponds to a real-time bidding price; the method includes: In response to a traffic acquisition request, acquiring a target traffic pool allocated to the traffic acquisition request; In response to the target traffic pool being a reallocatable first category traffic pool, obtaining a protocol fixed price corresponding to the target traffic pool, and obtaining a real-time bidding price corresponding to a second category traffic pool; In response to the agreement fixed price and the real-time bidding price meeting a preset condition, the traffic acquisition request is reallocated to the traffic pool of the second category.
2. The method according to claim 1, in response to the agreement fixed price and the real-time bidding price meeting a preset condition, reallocating the traffic acquisition request to the second category of traffic pools, comprises: In response to the agreed fixed price being greater than the real-time bidding price, determining a price threshold of the target traffic pool; wherein the price threshold is determined based on the traffic delivery history of the target traffic pool; In response to the real-time bidding price being greater than the price threshold, the traffic acquisition request is reallocated to the traffic pool of the second category.
3. According to the method of claim 1, the first category of traffic pools is configured to periodically deliver traffic; The responding that the target traffic pool is a reallocatable traffic pool of the first category includes: In response to the target traffic pool being a traffic pool of the first category, obtaining traffic delivery progress data of the target traffic pool in the last cycle; In response to the delivery progress data satisfying the requirement for completing the delivery ahead of schedule, the target traffic pool is determined as a traffic pool of the first category that can be reallocated.
4. The method according to claim 3, wherein the requirement of completing the delivery ahead of schedule comprises that the remaining time after the delivery is completed in the previous cycle is greater than the preset time; or The ratio of the remaining duration to the cycle duration when delivery was completed in the previous cycle was greater than the preset ratio.
5. According to the method of claim 2, the first category of traffic pools is configured to periodically deliver traffic; Determining the price threshold of the target traffic pool includes: Obtaining the ratio of the remaining time of the target traffic pool when the delivery is completed in the previous cycle to the cycle time, the adjustment step of the price threshold of each cycle, and the average bidding price of the traffic provided by the traffic pool of the second category in the history display of the traffic display position record carried by the traffic acquisition request; Based on the ratio, the adjustment step and the price mean, the price threshold of the target traffic pool is calculated.
6. According to the method of claim 2, the step of obtaining the real-time bidding price corresponding to the second category of traffic pools comprises: Get the highest price among the real-time bidding prices corresponding to the second category of traffic pools. The method according to claim 1 , wherein the traffic comprises advertising traffic.
8. A traffic distribution device, applied to a traffic trading platform, wherein the traffic trading platform provides a first type of traffic pool and a second type of traffic pool; wherein: The first type of traffic pool corresponds to an agreed fixed price, and the second type of traffic pool corresponds to a real-time bidding price; the device includes: A response unit, in response to a traffic acquisition request, acquires a target traffic pool allocated to the traffic acquisition request; An acquisition unit, in response to the target traffic pool being a reallocatable first category traffic pool, acquires a protocol fixed price corresponding to the target traffic pool, and acquires a real-time bidding price corresponding to a second category traffic pool; The allocating unit reallocates the traffic acquisition request to the traffic pool of the second category in response to the agreement fixed price and the real-time bidding price meeting a preset condition.
9. A computer-readable storage medium, comprising: When the instructions in the computer-readable storage medium are executed by a processor of an electronic device, the electronic device is enabled to execute the flow distribution method as described in any one of claims 1 to 7.
10. A computing device comprising: processor; a memory for storing instructions executable by the processor; The processor is configured to execute the executable instructions to implement the traffic distribution method as described in any one of claims 1-7.