Advertisement attribution method, device and system
By setting channel parameters in the link to the activation behavior, and using attributes such as user account, unique advertising logo and user device logo to calculate the matching degree and weight, the problem of inaccurate attribution of product activation behavior in non-advertising channels is solved, and the accuracy and accuracy of evaluation of advertising delivery results is improved.
Patent Information
- Application Number
- CN202311697427.7
- Authority / Receiving Office
- CN · China
- Patent Type
- Applications(China)
- Current Assignee / Owner
- Filing Date
- 2023-12-12
- Publication Date
- 2025-07-22
AI Technical Summary
In the prior art, only attributions are made to product activation behaviors in the advertising delivery channel, resulting in inaccurate attribution of product activation behaviors in the non-advertising delivery channel, affecting the accuracy of the evaluation of advertising delivery performance.
By setting channel parameters in the link to the activation behavior, obtaining attribution attributes such as user account, unique advertising identity, and user device identity, calculating the matching degree and weight, and determining the attribution channels on non-advertising channels.
It realizes accurate attribution of product activation behaviors in non-advertising channels, improves the accuracy of advertising delivery performance evaluation, reduces invalid traffic overhead, and improves the accuracy of advertising delivery.
Smart Images
Figure CN120355467A_ABST
Abstract
Description
Technical Field
[0001] The present disclosure relates to the field of computer technologies, and in particular, to an advertisement attribution method, apparatus, and system. Background Art
[0002] An advertiser can place advertisements for its products on multiple advertisement placement channels, and each advertisement placement channel plays a certain role in promoting the products.
[0003] When a user performs an activation behavior on an advertiser's product (such as the behavior of downloading a certain APP by the user, or the behavior of purchasing a commodity), the advertiser needs to know which advertisement operation behavior (such as the behavior of clicking or browsing an advertisement) this activation event should be attributed to.
[0004] Advertisement attribution is crucial for evaluating the advertisement placement effects of each advertisement placement channel.
[0005] In related technologies, attribution is only performed on the product activation behavior on the advertisement placement channel. Summary of the Invention
[0006] The present disclosure provides an advertisement attribution method, apparatus, and system.
[0007] According to a first aspect of the present disclosure, an advertisement attribution method is provided, including: in response to an activation behavior of a user for a target product, determining a channel where the activation behavior occurs; in a case where the channel where the activation behavior occurs is a non-advertisement placement channel, obtaining information of the activation behavior, where the information of the activation behavior includes at least one attribution attribute; obtaining information of an operation behavior of the user on an advertisement of the target product on an advertisement placement channel, where the information of the operation behavior includes at least one attribution attribute; and determining, from the advertisement placement channels, an attribution channel corresponding to the activation behavior according to the information of the activation behavior and the information of the operation behavior.
[0008] In some embodiments, the at least one attribution attribute includes at least one of a user account, a unique advertisement identifier, and a user device identifier.
[0009] In some embodiments, the obtaining information of the activation behavior of the user for the target product on the non-advertisement placement channel includes: obtaining a user account corresponding to the activation behavior; and the determining, from the advertisement placement channels, an attribution channel corresponding to the activation behavior according to the information of the activation behavior and the information of the operation behavior includes: calculating a first matching degree between the user account corresponding to the activation behavior and the user account corresponding to the operation behavior.
[0010] Determining, from the advertisement placement channels, an attribution channel corresponding to the activation behavior according to the first matching degree.
[0011] In some embodiments, determining the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the first matching degree includes: when the attribution channel determined according to the first matching degree is one, using the attribution channel as the attribution channel of the target product; when the attribution channels determined according to the first matching degree are multiple, determining the weights of the multiple attribution channels according to at least one of the placement effect evaluation values of the multiple attribution channels and the difference between the occurrence time of the activation behavior for the target product and the advertisement placement time on the multiple attribution channels, and using the attribution channel with the largest weight as the attribution channel of the target product.
[0012] In some embodiments, the obtaining the information of the activation behavior of the user for the target product on non-advertisement placement channels further includes: when the user account corresponding to the activation behavior cannot be obtained, obtaining the unique advertisement identifier corresponding to the activation behavior; the determining the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the information of the activation behavior and the information of the operation behavior further includes: calculating the second matching degree between the unique advertisement identifier corresponding to the activation behavior and the unique advertisement identifier corresponding to the operation behavior; and determining the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the second matching degree.
[0013] In some embodiments, determining the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the second matching degree includes: when the attribution channel determined according to the second matching degree is one, using the attribution channel as the attribution channel of the target product; when the attribution channels determined according to the second matching degree are multiple, determining the weights of the multiple attribution channels according to at least one of the placement effect evaluation values of the multiple attribution channels and the difference between the occurrence time of the activation behavior for the target product and the advertisement placement time on the multiple attribution channels, and using the attribution channel with the largest weight as the attribution channel of the target product.
[0014] In some embodiments, the obtaining the information of the activation behavior of the user for the target product on non-advertisement placement channels further includes: when the unique advertisement identifier corresponding to the activation behavior cannot be obtained, obtaining the user device identifier corresponding to the activation behavior; the determining the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the information of the activation behavior and the information of the operation behavior further includes: calculating the third matching degree between the user device identifier corresponding to the activation behavior and the user device identifier corresponding to the operation behavior; and determining the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the third matching degree.
[0015] In some embodiments, determining the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the third matching degree includes: when the attribution channel determined according to the third matching degree is one, using the attribution channel as the attribution channel of the target product; when the attribution channels determined according to the third matching degree are multiple, determining the weights of the multiple attribution channels according to at least one of the placement effect evaluation values of the multiple attribution channels and the difference between the placement time of the advertisement for the target product on the multiple attribution channels and the occurrence time of the activation behavior, and using the attribution channel with the largest weight as the attribution channel of the target product.
[0016] In some embodiments, determining the channel where the activation behavior occurs includes: obtaining a channel parameter from the link corresponding to the activation behavior; and determining the channel where the activation behavior occurs according to the channel parameter.
[0017] In some embodiments, obtaining the information about the operation behavior of the user on the advertisement for the target product in the advertisement placement channel includes: receiving, from an advertisement placement device, the information about the operation behavior of the user on the advertisement for the target product, where the information about the operation behavior is collected by the advertisement placement device when the user operates on the advertisement for the target product.
[0018] According to a second aspect of the present disclosure, there is provided an advertisement attribution device, including: a determination module configured to determine the channel where the activation behavior occurs in response to the activation behavior of the user for the target product; a first acquisition module configured to acquire the information about the activation behavior when the channel where the activation behavior occurs is a non-advertisement placement channel, where the information about the activation behavior includes at least one attribution attribute; a second acquisition module configured to acquire the information about the operation behavior of the user on the advertisement for the target product in the advertisement placement channel, where the information about the operation behavior includes at least one attribution attribute; and an attribution module configured to determine the attribution channel corresponding to the activation behavior from the advertisement placement channels according to the information about the activation behavior and the information about the operation behavior.
[0019] According to a third aspect of the present disclosure, there is provided an advertisement attribution device, including: a memory; and a processor coupled to the memory, where the processor is configured to execute the advertisement attribution method as described above based on instructions stored in the memory.
[0020] According to a fourth aspect of the present disclosure, there is provided an advertisement attribution system, including: the advertisement attribution device as described above; and an advertisement placement device configured to place an advertisement for the target product on an advertisement placement channel.
[0021] In some embodiments, the advertisement delivery device is further configured to: in response to a user's operation behavior on the advertisement of the target product, collect information about the operation behavior and send the information about the operation behavior to the advertisement attribution device.
[0022] In some embodiments, the advertisement delivery device is configured to: generate a unique advertisement identifier, store the unique advertisement identifier in the user device corresponding to the operation behavior, and obtain at least one of the user account corresponding to the operation behavior and the user device identifier corresponding to the operation behavior from the user device corresponding to the operation behavior.
[0023] According to a fifth aspect of the present disclosure, there is provided a computer-readable storage medium having computer program instructions stored thereon, which when executed by a processor implement the advertisement attribution method as described above.
[0024] Other features and advantages of the present disclosure will become apparent from the following detailed description of exemplary embodiments of the present disclosure with reference to the accompanying drawings. BRIEF DESCRIPTION OF THE DRAWINGS
[0025] The drawings forming a part of the specification depict embodiments of the present disclosure and, together with the description, serve to explain the principles of the present disclosure.
[0026] With reference to the accompanying drawings, the present disclosure can be more clearly understood from the following detailed description, wherein:
[0027] Figure 1 is a flowchart of an advertisement attribution method according to some embodiments of the present disclosure;
[0028] Figure 2 is a flowchart of determining an attribution channel according to some embodiments of the present disclosure;
[0029] Figure 3 is a structural diagram of an advertisement attribution device according to some embodiments of the present disclosure;
[0030] Figure 4 is a structural diagram of an advertisement attribution system according to some embodiments of the present disclosure;
[0031] Figure 5 is a structural diagram of an advertisement attribution device according to some embodiments of the present disclosure;
[0032] Figure 6 is a structural diagram of a computer system according to some embodiments of the present disclosure. DETAILED DESCRIPTION OF THE EMBODIMENTS
[0033] Various exemplary embodiments of the present disclosure will now be described in detail with reference to the accompanying drawings. It should be noted that: unless otherwise specifically stated, the relative arrangements of components and steps, numerical expressions, and numerical values set forth in these embodiments do not limit the scope of the present disclosure.
[0034] Meanwhile, it should be understood that, for the sake of convenience of description, the dimensions of the various parts shown in the drawings are not drawn in actual proportional relationship.
[0035] The following description of at least one exemplary embodiment is merely illustrative in nature and is in no way a limitation on the present disclosure, its application, or use.
[0036] Technologies, methods, and devices known to those of ordinary skill in the relevant art may not be discussed in detail, but where appropriate, such technologies, methods, and devices should be regarded as part of the authorization specification.
[0037] In all the examples shown and discussed herein, any specific values should be construed as merely exemplary and not as a limitation. Accordingly, other examples of the exemplary embodiments may have different values.
[0038] It should be noted that: like reference numerals and letters denote like items in the following drawings, and thus, once an item is defined in one drawing, further discussion thereof is not required in subsequent drawings.
[0039] To make the objectives, technical solutions, and advantages of the present disclosure clearer and more understandable, the present disclosure will be further described in detail below with reference to specific embodiments and the accompanying drawings.
[0040] It should be noted that in the technical solution of the present disclosure, in terms of the collection, gathering, updating, analysis, processing, use, transmission, storage, etc. of user personal information, all comply with the provisions of relevant laws and regulations, are used for legal purposes, and do not violate public order and good customs. Necessary measures are taken for user personal information to prevent illegal access to user personal information data, and to safeguard the security of user personal information, network security, and national security.
[0041] In the related art, only the product activation behavior on the advertising placement channels is attributed, while the product activation behavior on non - advertising placement channels is not attributed, which results in low accuracy in evaluating the placement effect of advertising placement channels.
[0042] How to accurately attribute the product activation behavior on non - advertising placement channels is an urgent problem to be solved.
[0043] The present disclosure proposes an advertising attribution method, device, and system, which can accurately attribute the product activation behavior on non - advertising placement channels.
[0044] Figure 1 Schematic flowchart of an advertisement attribution method according to some embodiments of the present disclosure. As Figure 1 shown, the advertisement attribution method includes steps S110 to S140.
[0045] In step S110, in response to a user's activation behavior for a target product, determine the channel where the activation behavior occurs.
[0046] In some embodiments, the advertisement attribution method is executed by an advertisement attribution device.
[0047] In some embodiments, the advertisement attribution device is set in the advertiser's server.
[0048] In some embodiments, the user's activation behavior for the target product includes: the user's behavior of downloading the target product on a terminal (such as devices like mobile phones, tablets, desktop computers, etc.). In these embodiments, the target product is a product such as an application, a mini-program, etc.
[0049] In some embodiments, the user's activation behavior for the target product includes: the user's behavior of downloading and registering the target product on the terminal.
[0050] In some embodiments, the user's activation behavior for the target product includes: the user's behavior of purchasing the target product on a terminal (such as devices like mobile phones, tablets, desktop computers, etc.). In these embodiments, the target product is various tradable items, services, etc.
[0051] In some embodiments, determine the channel where the activation behavior occurs according to the following method: obtain the channel parameter from the link corresponding to the activation behavior; determine the channel where the activation behavior occurs according to the channel parameter.
[0052] In some examples, set the channel parameter "source" in the download link of the target product, and distinguish channels through "source". For example, when the value of source is A, it represents channel A; when the value of source is B, it represents channel B; when the value of source is C, it represents channel C. When the user clicks the download link, the channel where the product download behavior occurs can be determined according to the channel parameter carried by the link. In the above-mentioned some examples, it can be further determined whether the category to which the channel belongs is an advertisement placement channel or a non-advertisement placement channel. For example, determine whether the channel belongs to an advertisement placement channel or a non-advertisement placement channel by looking up a table.
[0053] In some examples, the channel parameter "source" set in the download link of the target product is used to distinguish channel categories by "source". For example, for the advertising placement channel, the specific advertising placement channel is indicated by the channel parameter. For non - advertising placement channels, it is represented by a uniformly assigned channel parameter. For example, when the value of source is D, it represents the D advertising placement channel; when the value of source is E, it represents the E advertising placement channel; when the value of source is h5, it represents a non - advertising placement channel.
[0054] In the embodiments of the present disclosure, by setting channel parameters in the link corresponding to the activation behavior, it is convenient to simply and efficiently determine the channel where the activation behavior occurs, which helps to perform targeted advertising attribution for different categories of channels subsequently, improving the accuracy and applicability of advertising attribution.
[0055] In step S120, when the channel where the activation behavior occurs is a non - advertising placement channel, the information of the activation behavior is obtained.
[0056] In some embodiments, the attribution strategy for non - advertising placement channels is different from that for advertising placement channels.
[0057] In some embodiments, in step S120, the information of the activation behavior is obtained in the following manner: the information of the activation behavior is obtained from the terminal used by the user to activate the target product.
[0058] In some embodiments, the information of the activation behavior includes at least one attribution attribute. The at least one attribution attribute includes at least one of a user account, a unique advertisement identifier, and a user device identifier.
[0059] In some examples, the user account is information such as a user mobile phone number or a user email account that can uniquely identify the user's identity; the unique advertisement identifier is an identifier that is pre - stored in the user device by the advertising placement device and can uniquely identify the product advertisement placed under the specified placement channel; the user device identifier includes one or more of an International Mobile Equipment Identity (IMEI), an Android device identifier (ID), an Identifier For Advertising (IDFA) of an IOS device, a Media Access Control (MAC) address, and an Internet Protocol (IP) address.
[0060] In some embodiments, in step S120, the information of the activation behavior is obtained according to a preset priority.
[0061] In some examples, the priority of the user account is made higher than that of the unique advertisement identifier, and the priority of the unique advertisement identifier is made higher than that of the user device identifier. In this example, first obtain the user account corresponding to the activation behavior; if the user account corresponding to the activation behavior is obtained, end step S120; if the user account corresponding to the activation behavior is not obtained, then obtain the unique advertisement identifier corresponding to the activation behavior; if the unique advertisement identifier corresponding to the activation behavior is obtained, end step S120; otherwise, then obtain the user device identifier corresponding to the activation behavior; if the user device identifier corresponding to the activation behavior is obtained, end step S120.
[0062] In the embodiments of the present disclosure, by attempting to obtain multiple attribution attributes, the problem that attribution cannot be performed due to the failure to obtain some attribution attributes (such as the user device identifier) can be alleviated; further, by obtaining the user account and making the priority of the user account higher than that of the unique advertisement identifier and the user device identifier, the problem that attribution errors occur due to the same user using different devices for advertisement operations and product activations can be alleviated, and the accuracy of attribution is improved.
[0063] In step S130, obtain information on the operation behavior of the user on the advertisement of the target product on the advertisement delivery channel.
[0064] In some examples, the operation behavior of the user on the advertisement of the target product includes at least one of operation behaviors such as clicking on the advertisement and browsing the advertisement.
[0065] In some embodiments, the information on the operation behavior of the advertisement of the target product includes at least one attribution attribute. The at least one attribution attribute includes at least one of a user account, a unique advertisement identifier, and a user device identifier.
[0066] In some examples, the user account is information such as the user's mobile phone number or the user's email account that can uniquely identify the user's identity; the unique advertisement identifier is an identifier that is pre-stored in the user device by the advertisement delivery device and can uniquely identify the product advertisement delivered under the specified delivery channel; the user device identifier includes one or more of an International Mobile Equipment Identity (IMEI), an identifier (ID) of an Android device, an Identifier For Advertising (IDFA) of an IOS device, a Media Access Control (MAC) address, an Internet Protocol (IP) address, and other identifiers.
[0067] In some embodiments, information about the operation behavior of the target product is obtained in the following manner: receiving, from the advertisement delivery device, information about the operation behavior of the advertisement for the target product. The information about the operation behavior is collected by the advertisement delivery device when the user operates on the advertisement for the target product.
[0068] In some embodiments, when the user clicks on the advertisement of the target product on the terminal, the advertisement delivery device (such as a client device for advertisement delivery) generates a unique advertisement identifier and stores the unique advertisement identifier in the user's terminal. For example, the advertisement delivery device splices and encrypts the identifier of the advertisement delivery platform, the advertisement identifier, and a random string to obtain an encrypted string, and uses the encrypted string as the unique advertisement identifier.
[0069] In addition, in some examples, the advertisement delivery device obtains at least one of the user device identifier and the user account from the user's terminal, then encrypts the obtained information, and stores the encryption result in the server device for advertisement delivery. For example, the obtained user account and user device identifier are encrypted using the Message Digest Algorithm 5 (MD5). Specifically, during implementation, the advertisement delivery device may also send the information about the encryption algorithm used to the advertisement attribution device so that the advertisement attribution device can decrypt the information accordingly. In addition, the advertisement delivery device may not send the encryption algorithm information to the advertisement attribution device, and the advertisement attribution device can decrypt the information through the encryption algorithm agreed upon by both parties later.
[0070] In other examples, after obtaining the user device identifier and the user account from the user's terminal, the advertisement delivery device stores this information in the server device for advertisement delivery. Then, the information is encrypted and sent to the advertisement attribution device.
[0071] In step S140, according to the information about the activation behavior and the information about the operation behavior, the attribution channel corresponding to the activation behavior is determined from the advertisement delivery channels.
[0072] In some embodiments, in step S140, the matching degree between the information about the activation behavior of the target product and the information about the advertisement operation behavior of the target product on at least one advertisement delivery channel is determined, and the attribution channel is determined from at least one advertisement delivery channel according to the matching degree.
[0073] In some embodiments, the product activation behavior information and the advertisement operation behavior information include user accounts. In these examples, the matching degree is determined as follows: compare whether the user accounts corresponding to the product activation behavior and the user accounts corresponding to the advertisement operation behavior are the same. If they are the same, determine that the matching degree between the product activation behavior information and the advertisement operation behavior information is the first value. If they are different, determine that the matching degree between the product activation behavior information and the advertisement operation behavior information is the second value. Among them, the first value is greater than the second value. For example, the first value is 1 and the second value is 0. In addition, when the product activation behavior information and the advertisement operation behavior information include a unique advertisement identifier or a user device identifier, a similar matching degree calculation method can also be used.
[0074] In some embodiments, the product activation behavior information and the advertisement operation behavior information include multiple attribution attributes. In these examples, the matching degree is determined as follows: screen out the same attribution attributes from the product activation behavior information and the advertisement operation behavior information, and accumulate the matching degree weights of the screened same attribution attributes to obtain the matching degree between the product activation behavior information and the advertisement operation behavior information.
[0075] In some examples, the product activation behavior information and the advertisement operation behavior information include multiple user device identifiers. In these examples, the matching degree is determined as follows: screen out the same user device identifiers from the product activation behavior information and the advertisement operation behavior information, and accumulate the matching degree weights of the screened same user device identifiers to obtain the matching degree between the product activation behavior information and the advertisement operation behavior information.
[0076] For example, the multiple user device identifiers included in the product activation behavior information and the advertisement operation behavior information are the IMEI, MAC address, and IP address of the device. By comparison, it is determined that the same user device identifiers in the product activation behavior information and the advertisement operation behavior information are the IMEI and MAC address. Next, sum the matching degree weights of the preset IMEI and the preset MAC address to obtain the matching degree between the product activation behavior information and the advertisement operation behavior information.
[0077] In some examples, considering that the user device information may change in some cases. For example, for IOS devices, the user can reset the IDFA of the device. Therefore, in these examples, weight settings are made according to the likelihood of these device information changes. For user device identifiers with a high likelihood of change, a lower weight is set. For user device identifiers with a low likelihood of change, a higher weight is set.
[0078] In some embodiments, in step S140, the advertising placement channel with the highest matching degree determined according to the attribution attribute is used as the attribution channel. For example, if the matching degree between the product activation behavior information and the operation behavior information of advertising placement channel A is 1, and the matching degree between the product activation behavior information and the operation behavior information of advertising placement channel B is 0, then advertising placement channel A is used as the attribution channel corresponding to the product activation behavior.
[0079] In some embodiments, when there is only one attribution channel determined according to the attribution attribute, this attribution channel is used as the final attribution channel; when there are multiple attribution channels determined according to the attribution attribute, the weights of the multiple attribution channels are determined based on the evaluation results of the placement effects of the multiple attribution channels and the differences between the placement times of the advertisements for the target product on the multiple attribution channels and the occurrence time of the activation behavior, and the attribution channel with the largest weight is used as the final attribution channel.
[0080] In some examples, the weights of the multiple attribution channels are determined in the following manner: a weight calculation model with the evaluation value of the placement effect of the attribution channel and the difference between the occurrence time of the activation behavior and the advertising placement time as variables is used to calculate the weights of the respective attribution channels. Among them, the weight of the attribution channel is positively correlated with the evaluation value of the advertising placement effect and negatively correlated with the difference between the occurrence time of the activation behavior and the advertising placement time.
[0081] In some embodiments of the present disclosure, by not only setting weights for different attribution attributes but also setting weights for different advertising placement channels, it helps to further improve the accuracy of advertising attribution.
[0082] In the embodiments of the present disclosure, through the above steps, it is possible to accurately perform advertising attribution on the product activation behavior on non-advertising placement channels. In this way, it helps to more accurately evaluate the effects and quality of advertising placement channels, facilitates subsequent more accurate placement of advertisements to target users, can reduce ineffective traffic overhead, and improve the advertising placement effect.
[0083] Figure 2 It is a schematic flowchart of the process for determining the attribution channel according to some embodiments of the present disclosure. As Figure 2 shown, for the product activation behavior on non-advertising placement channels, the attribution channel can be determined according to steps S210 to S270.
[0084] In step S210, the user account corresponding to the activation behavior is obtained.
[0085] In some embodiments, the user account corresponding to the activation behavior is obtained from the terminal used by the user to perform the product activation behavior.
[0086] For example, when a user downloads and registers a certain application on a terminal, obtain the mobile phone number used by the user for registration and use it as the user account corresponding to the activation behavior.
[0087] In the case where the user account corresponding to the activation behavior is obtained, execute step S220; in the case where the user account corresponding to the activation behavior cannot be obtained, execute step S230.
[0088] In step S220, perform advertisement attribution according to the user account.
[0089] In some embodiments, before step S220, obtain the operation behavior information of the user for the advertisement of the target product from the advertisement delivery device. Among them, the operation behavior information includes the user account.
[0090] In some embodiments, in step S220, calculate the first matching degree between the user account corresponding to the product activation behavior and the user account corresponding to the advertisement operation behavior; according to the first matching degree, determine the attribution channel corresponding to the product activation behavior from the advertisement delivery channels.
[0091] In some examples, determine the first matching degree according to the following method: if the user account corresponding to the product activation behavior is the same as the user account corresponding to the advertisement operation behavior, set the first matching degree to the first value (for example, 1); if the user account corresponding to the product activation behavior is different from the user account corresponding to the advertisement operation behavior, set the first matching degree to the second value (for example, 0). After calculating the first matching degrees between the product activation behavior and multiple advertisement operation behaviors, use the advertisement delivery channel where the advertisement operation behavior with the largest first matching degree is located as the attribution channel.
[0092] In some embodiments, in order to improve the security of user information, after obtaining the user account corresponding to the product activation behavior, encrypt it. And obtain the encrypted user account corresponding to the advertisement operation behavior from the advertisement delivery device. Then, compare whether the encrypted user account corresponding to the product activation behavior is the same as the encrypted user account corresponding to the advertisement operation behavior. If the two are the same, set the first matching degree to the first value; if the two are different, set the first matching degree to the second value.
[0093] In some embodiments, determining the attribution channel corresponding to the activation behavior from the advertising placement channels according to the first matching degree includes: in the case where the attribution channel determined according to the first matching degree is one, using this attribution channel as the attribution channel of the final target product; in the case where the attribution channels determined according to the first matching degree are multiple, determining the weights of the multiple attribution channels according to at least one of the placement effect evaluation values of the multiple attribution channels and the difference between the time when the activation behavior for the target product occurs and the advertising placement time on the multiple attribution channels, and using the attribution channel with the largest weight as the attribution channel of the final target product.
[0094] In step S230, obtain the unique advertisement identifier corresponding to the activation behavior.
[0095] In some embodiments, obtain the unique advertisement identifier corresponding to the activation behavior from the terminal used by the user to perform the product activation behavior. Wherein, this unique advertisement identifier is generated by the advertisement placement device and stored in the terminal when the user operates on the advertisement for the target product.
[0096] In the case where the unique advertisement identifier corresponding to the activation behavior is obtained, execute step S240; in the case where the unique advertisement identifier corresponding to the activation behavior is not obtained, execute step S250.
[0097] In step S240, perform advertisement attribution according to the unique advertisement identifier.
[0098] In some embodiments, before step S240, obtain the operation behavior information of the user for the advertisement of the target product from the advertisement placement device (such as a server for advertisement placement). Wherein, the operation behavior information includes the unique advertisement identifier.
[0099] In some embodiments, in step S240, calculate the second matching degree between the unique advertisement identifier corresponding to the product activation behavior and the unique advertisement identifier corresponding to the advertisement operation behavior; according to the second matching degree, determine the attribution channel corresponding to the activation behavior from the advertising placement channels.
[0100] In some examples, determine the second matching degree according to the following method: if the unique advertisement identifier corresponding to the product activation behavior is the same as the unique advertisement identifier corresponding to the advertisement operation behavior, make the second matching degree the third value (for example, 1); if the unique advertisement identifier corresponding to the product activation behavior is different from the unique advertisement identifier corresponding to the advertisement operation behavior, make the second matching degree the fourth value (for example, 0). After calculating the second matching degrees between the product activation behavior and multiple advertisement operation behaviors, use the advertising placement channel where the advertisement operation behavior with the largest second matching degree is located as the attribution channel.
[0101] In some embodiments, determining the attribution channel corresponding to the activation behavior from the advertising placement channels according to the second matching degree includes: when the attribution channel determined according to the second matching degree is one, using this attribution channel as the attribution channel of the final target product; when the attribution channels determined according to the second matching degree are multiple, determining the weights of the multiple attribution channels according to at least one of the placement effect evaluation values of the multiple attribution channels and the difference between the time when the activation behavior for the target product occurs and the advertising placement time, and using the attribution channel with the largest weight as the attribution channel of the final target product.
[0102] In some examples, the weights of the multiple attribution channels are determined in the following manner: using a weight calculation model with the placement effect evaluation value of the attribution channel and the difference between the time when the activation behavior occurs and the advertising placement time as variables to calculate the weights of each attribution channel. Among them, the weight of the attribution channel is positively correlated with the placement effect evaluation value of the advertisement and negatively correlated with the difference between the time when the activation behavior occurs and the advertising placement time.
[0103] In step S250, obtain the user device identifier corresponding to the activation behavior.
[0104] In some embodiments, obtain the user device identifier corresponding to the activation behavior from the terminal used by the user to perform the product activation behavior.
[0105] In some embodiments, the user device identifier corresponding to the activation behavior includes one or more of identifiers such as IMEI, the identifier of an Android device, the advertising client identifier of an IOS device, MAC address, and IP address.
[0106] When the user device identifier corresponding to the activation behavior is obtained, execute step S260; when the user device identifier corresponding to the activation behavior is not obtained, execute step S270.
[0107] In step S260, perform advertisement attribution according to the user device identifier.
[0108] In some embodiments, before step S260, it further includes: obtaining the operation behavior information of the user for the advertisement of the target product from the advertising placement device (such as a server for advertising placement). Among them, the operation behavior information includes the user device identifier.
[0109] In some embodiments, in step S260, calculate the third matching degree between the user device identifier corresponding to the product activation behavior and the user device identifier corresponding to the advertisement operation behavior; according to the third matching degree, determine the attribution channel corresponding to the activation behavior from the advertising placement channels.
[0110] In some embodiments, the third matching degree is determined as follows: when a user device identifier is obtained, compare whether the user device identifier in the product activation behavior information is the same as that in the advertisement operation behavior information. If they are the same, set the third matching degree to the fifth value (for example, 1); if they are different, set the third matching degree to the sixth value (for example, 0). When multiple user device identifiers are obtained, filter out the same user device identifiers from the product activation behavior information and the advertisement operation behavior information, and accumulate the matching degree weights of the filtered same user device identifiers to obtain the third matching degree.
[0111] In some embodiments, according to the third matching degree, determining the attribution channel corresponding to the activation behavior from the advertisement placement channels includes: when the attribution channel determined according to the third matching degree is one, use this attribution channel as the attribution channel of the final target product; when the attribution channels determined according to the third matching degree are multiple, determine the weights of the multiple attribution channels according to at least one of the placement effect evaluation values of the multiple attribution channels and the difference between the time when the activation behavior of the target product occurs and the advertisement placement time on the multiple attribution channels, and use the attribution channel with the largest weight as the attribution channel of the target product.
[0112] In step S270, an attribution failure prompt message is output.
[0113] In the embodiments of the present disclosure, the above process can accurately perform advertisement attribution on product activation behaviors on non-advertisement placement channels. In the above process, by attempting to obtain various attribution attributes for advertisement attribution, it helps to alleviate the problem that attribution cannot be performed due to the inability to obtain some attribution attributes (such as user device identifiers); moreover, by obtaining the user account and setting the priority of the user account higher than that of the unique advertisement identifier and the user device identifier, it can alleviate the problem of attribution errors caused by the same user using different devices for advertisement operations and product activations, improving the accuracy of advertisement attribution; furthermore, by setting weights not only for different attribution attributes but also for different advertisement placement channels, the accuracy of advertisement attribution can be further improved.
[0114] Figure 3 It is a schematic structural diagram of an advertisement attribution device according to some embodiments of the present disclosure. As Figure 3 shown, the advertisement attribution device 300 includes a determination module 310, a first acquisition module 320, a second acquisition module 330, and an attribution module 340.
[0115] The determination module 310 is configured to determine the channel where the activation behavior occurs in response to the user's activation behavior for the target product.
[0116] In some embodiments, the activation behavior of the user for the target product includes: the user downloading the target product on a terminal (such as devices like mobile phones, tablets, desktop computers, etc.). In these embodiments, the target product is a product such as an application program, a mini program, etc.
[0117] In some embodiments, the activation behavior of the user for the target product includes: the user downloading and registering the target product on a terminal.
[0118] In some embodiments, the activation behavior of the user for the target product includes: the user purchasing the target product on a terminal (such as devices like mobile phones, tablets, desktop computers, etc.). In these embodiments, the target product is various tradable items, services, etc.
[0119] In some embodiments, the determination module 310 determines the channel where the activation behavior occurs in the following manner: obtaining the channel parameter from the link corresponding to the activation behavior; determining the channel where the activation behavior occurs according to the channel parameter.
[0120] The first acquisition module 320 is configured to obtain the information of the activation behavior when the channel where the activation behavior occurs is a non-advertising placement channel. Among them, the information of the activation behavior includes at least one attribution attribute.
[0121] In some embodiments, the first acquisition module 320 obtains the information of the activation behavior from the terminal used by the user to activate the target product.
[0122] In some embodiments, at least one attribution attribute includes at least one of a user account, a unique advertising identifier, and a user device identifier.
[0123] In some embodiments, the user account is information such as the user's mobile phone number or the user's email account that can uniquely identify the user's identity; the unique advertising identifier is an identifier that is pre-stored in the user device by the advertising placement device and can uniquely identify the product advertisement placed under the specified placement channel; the user device identifier includes one or more of an International Mobile Equipment Identity (IMEI), an identifier (ID) of an Android device, an Identifier For Advertising (IDFA) of an IOS device, a Media Access Control (MAC) address, an Internet Protocol (IP) address, etc.
[0124] In some embodiments, the first acquisition module 320 obtains the information of the activation behavior according to a preset priority.
[0125] In some examples, the priority of the user account is set higher than that of the unique advertising identifier, and the priority of the unique advertising identifier is set higher than that of the user device identifier. In this example, the first acquisition module 320 first acquires the user account corresponding to the activation behavior; if the user account corresponding to the activation behavior is acquired, the process ends; if the user account corresponding to the activation behavior is not acquired, the first acquisition module 320 then acquires the unique advertising identifier corresponding to the activation behavior; if the unique advertising identifier corresponding to the activation behavior is acquired, the process ends; otherwise, the first acquisition module 320 then acquires the user device identifier corresponding to the activation behavior; if the user device identifier corresponding to the activation behavior is acquired, the process ends.
[0126] The second acquisition module 330 is configured to acquire information on the operation behavior of the user on the advertisement of the target product on the advertisement delivery channel. Among them, the information on the operation behavior includes at least one attribution attribute.
[0127] In some examples, the operation behavior of the user on the advertisement of the target product includes at least one of the operation behaviors such as clicking on the advertisement and browsing the advertisement.
[0128] In some embodiments, the information on the operation behavior of the advertisement of the target product includes at least one attribution attribute. The at least one attribution attribute includes at least one of the user account, the unique advertising identifier, and the user device identifier.
[0129] In some examples, the user account is information such as the user's mobile phone number or the user's email account that can uniquely identify the user's identity information; the unique advertising identifier is an identifier that is pre-stored in the user device by the advertisement delivery device and can uniquely identify the product advertisement delivered under the specified delivery channel; the user device identifier includes one or more of the International Mobile Equipment Identity (IMEI), the identifier (ID) of an Android device, the Identifier For Advertising (IDFA) of an IOS device, the Media Access Control (MAC) address, and the Internet Protocol (IP) address.
[0130] In some embodiments, the second acquisition module 330 acquires the information on the operation behavior of the target product in the following manner: receiving the information on the operation behavior of the advertisement of the target product from the advertisement delivery device. Among them, the information on the operation behavior is collected by the advertisement delivery device when the user operates on the advertisement of the target product.
[0131] An attribution module 340, configured to determine an attribution channel corresponding to an activation behavior from advertisement placement channels according to information on the activation behavior and information on operation behaviors.
[0132] In some embodiments, the attribution module 340 determines a matching degree between information on an activation behavior for a target product and information on advertisement operation behaviors for the target product on at least one advertisement placement channel, and determines an attribution channel from the at least one advertisement placement channel according to the matching degree.
[0133] In some embodiments, the attribution module 340 determines an attribution channel according to Figure 2 the process shown.
[0134] In the embodiments of the present disclosure, the above device can accurately perform advertisement attribution on product activation behaviors on non-advertisement placement channels. In this way, it helps to more accurately evaluate the effects and quality of advertisement placement channels, facilitates subsequent more accurate advertisement placement to target users, can reduce ineffective traffic costs, and improve advertisement placement effects.
[0135] Figure 4 A schematic structural diagram of an advertisement attribution system according to some embodiments of the present disclosure. As Figure 4 shown, the advertisement attribution system 400 includes an advertisement attribution device 300 and an advertisement placement device 410.
[0136] The advertisement placement device 410 is configured to place an advertisement for a target product on an advertisement placement channel.
[0137] In some embodiments, the advertisement placement device 410 includes a client device and a server device for advertisement placement. Different advertisement placement channels correspond to different advertisement placement devices.
[0138] In some embodiments, the advertisement placement device 410 is further configured to: in response to an operation behavior of a user for an advertisement for a target product, collect information on the operation behavior of the advertisement, and send the information on the operation behavior of the advertisement to the advertisement attribution device 300. Among them, the operation behavior information of the advertisement includes at least one attribution attribute.
[0139] In some embodiments, the at least one attribution attribute includes at least one of a user account, a unique advertisement identifier, and a user device identifier.
[0140] In some embodiments, the advertisement delivery device 401 collects advertisement operation behavior information in the following manner: after detecting a user's operation behavior on an advertisement for a target product, a unique advertisement identifier is generated and stored in the user device used by the user to perform the advertisement operation behavior (or the user device corresponding to the advertisement operation behavior), and at least one of the user account corresponding to the advertisement operation behavior and the user device identifier corresponding to the advertisement operation behavior is obtained from the user device.
[0141] In some embodiments, the advertisement delivery device 401 is further configured to send the collected advertisement operation behavior information to the advertisement attribution device, so that the advertisement attribution device can perform advertisement attribution.
[0142] The advertisement attribution device 300 performs advertisement attribution on the product activation behavior on non-advertisement delivery channels according to the advertisement attribution method described above.
[0143] In some embodiments, the advertisement attribution device 300 is further configured to send information such as user device information to the advertisement delivery device 401 after successful advertisement attribution. The advertisement delivery device analyzes the user behavior characteristics based on the user device information and uses a big data model to recommend advertisements to target users more precisely, so as to improve the conversion rate of advertisements.
[0144] In the embodiments of the present disclosure, the above system can accurately perform advertisement attribution on the product activation behavior on non-advertisement delivery channels. In this way, it helps to more accurately evaluate the effectiveness and quality of advertisement delivery channels, facilitates subsequent more precise advertisement delivery to target users, can reduce ineffective traffic overhead, and improve the advertisement delivery effect.
[0145] Figure 5 FIG. is a schematic structural diagram of an advertisement attribution device according to some embodiments of the present disclosure.
[0146] As Figure 5 shown, the advertisement attribution device 500 includes a memory 510; and a processor 520 coupled to the memory 510. The memory 510 is used to store instructions for implementing corresponding embodiments of the advertisement attribution method. The processor 520 is configured to execute the advertisement attribution method in any of the embodiments of the present disclosure based on the instructions stored in the memory 510.
[0147] Figure 6 FIG. is a schematic structural diagram of a computer system according to some embodiments of the present disclosure.
[0148] As Figure 6 shown, the computer system 600 may be presented in the form of a general-purpose computing device. The computer system 600 includes a memory 610, a processor 620, and a bus 630 connecting different system components.
[0149] The memory 610 can include, for example, a system memory, a non-volatile storage medium, etc. The system memory stores, for example, an operating system, application programs, a boot loader, and other programs. The system memory can include a volatile storage medium, such as a random access memory (RAM) and / or a cache memory. The non-volatile storage medium stores, for example, instructions for implementing corresponding embodiments of at least one of the advertisement attribution methods. The non-volatile storage medium includes, but is not limited to, a disk memory, an optical memory, a flash memory, etc.
[0150] The processor 620 can be implemented in the form of a general-purpose processor, a digital signal processor (DSP), an application-specific integrated circuit (ASIC), a field-programmable gate array (FPGA), or other programmable logic devices, discrete gates, or discrete hardware components such as transistors. Accordingly, each module such as a determination module, a first acquisition module, a second acquisition module, and an attribution module can be implemented by a central processing unit (CPU) running instructions for performing corresponding steps in the memory, or can be implemented by a dedicated circuit for performing the corresponding steps.
[0151] The bus 630 can use any of a variety of bus structures. For example, the bus structure includes, but is not limited to, an Industry Standard Architecture (ISA) bus, a Micro Channel Architecture (MCA) bus, a Peripheral Component Interconnect (PCI) bus.
[0152] In the computer system 600, these interfaces 640, 650, 660 can be connected to the memory 610 and the processor 620 through the bus 630. The input / output interface 640 can provide a connection interface for input / output devices such as a display, a mouse, and a keyboard. The network interface 650 provides a connection interface for various networking devices. The storage interface 660 provides a connection interface for external storage devices such as a floppy disk, a USB flash drive, and an SD card.
[0153] Here, various aspects of the present disclosure have been described with reference to the flowcharts and / or block diagrams of methods, apparatuses, and computer program products according to embodiments of the present disclosure. It should be understood that each block of the flowcharts and / or block diagrams, and combinations of the blocks, can be implemented by computer-readable program instructions.
[0154] These computer-readable program instructions can be provided to a processor of a general-purpose computer, a special-purpose computer, or other programmable devices to generate a machine such that the device implemented by executing the instructions by the processor realizes the functions specified in one or more blocks in the flowcharts and / or block diagrams.
[0155] These computer-readable program instructions can also be stored in a computer-readable memory, and these instructions cause the computer to work in a specific manner, thereby generating a manufactured article including instructions for realizing the functions specified in one or more blocks in the flowcharts and / or block diagrams.
[0156] The present disclosure may take the form of an entirely hardware embodiment, an entirely software embodiment, or an embodiment combining software and hardware aspects.
[0157] Through the advertising attribution methods, apparatuses, and systems in the above embodiments, it is possible to accurately perform advertising attribution on product activation behaviors of non-advertising placement channels.
[0158] Thus far, the advertising attribution methods, apparatuses, and systems according to the present disclosure have been described in detail. To avoid obscuring the concept of the present disclosure, some details well known in the art have not been described. Those skilled in the art can fully understand how to implement the technical solutions disclosed herein based on the above description.
Claims
1. An advertising attribution method, comprising: Determining a channel where the activation behavior occurs in response to a user's activation behavior for a target product; When the channel where the activation behavior occurs is a non-advertising placement channel, obtaining information about the activation behavior, where the information about the activation behavior includes at least one attribution attribute; Obtaining information about the operation behavior of the user on the advertising placement channel for the advertisement of the target product, where the information about the operation behavior includes at least one attribution attribute; Determining an attribution channel corresponding to the activation behavior from the advertising placement channels according to the information about the activation behavior and the information about the operation behavior.
2. The advertisement attribution method according to claim 1, wherein, The at least one attribution attribute includes at least one of a user account, a unique advertisement identifier, and a user device identifier.
3. The advertising attribution method according to claim 2, wherein: The obtaining information about the user's activation behavior for the target product on the non-advertising placement channel includes: obtaining the user account corresponding to the activation behavior; The determining an attribution channel corresponding to the activation behavior from the advertising placement channels according to the information about the activation behavior and the information about the operation behavior includes: Calculating a first matching degree between the user account corresponding to the activation behavior and the user account corresponding to the operation behavior; Determining an attribution channel corresponding to the activation behavior from the advertising placement channels according to the first matching degree.
4. The advertisement attribution method according to claim 3, wherein, The determining an attribution channel corresponding to the activation behavior from the advertising placement channels according to the first matching degree includes: When the attribution channel determined according to the first matching degree is one, using the attribution channel as the attribution channel of the target product; When the attribution channels determined according to the first matching degree are multiple, determining weights of the multiple attribution channels according to at least one of the placement effect evaluation values of the multiple attribution channels and the difference between the occurrence time of the activation behavior for the target product and the advertising placement time on the multiple attribution channels, and using the attribution channel with the largest weight as the attribution channel of the target product.
5. The advertising attribution method according to claim 3, wherein: The obtaining information about the user's activation behavior for the target product on the non-advertising placement channel further includes: when the user account corresponding to the activation behavior cannot be obtained, obtaining the unique advertisement identifier corresponding to the activation behavior; The determining an attribution channel corresponding to the activation behavior from the advertising placement channels according to the information about the activation behavior and the information about the operation behavior further includes: Calculating a second matching degree between the unique advertisement identifier corresponding to the activation behavior and the unique advertisement identifier corresponding to the operation behavior; Determining an attribution channel corresponding to the activation behavior from the advertising placement channels according to the second matching degree.
6. The advertisement attribution method according to claim 5, wherein, The determining an attribution channel corresponding to the activation behavior from the advertising placement channels according to the second matching degree includes: When the attribution channel determined according to the second matching degree is one, using the attribution channel as the attribution channel of the target product; In the case where there are multiple attribution channels determined according to the second matching degree, determine the weights of the multiple attribution channels based on at least one of the advertising placement effect evaluation values of the multiple attribution channels and the difference between the activation behavior occurrence time and the advertising placement time for the target product on the multiple attribution channels, and use the attribution channel with the largest weight as the attribution channel of the target product.
7. The advertisement attribution method according to claim 5, wherein: The obtaining of the information on the activation behavior of the user for the target product on a non-advertising placement channel further includes: when the unique advertisement identifier corresponding to the activation behavior cannot be obtained, obtaining the user device identifier corresponding to the activation behavior; The determining of the attribution channel corresponding to the activation behavior from the advertising placement channels according to the information on the activation behavior and the information on the operation behavior further includes: Calculating a third matching degree between the user device identifier corresponding to the activation behavior and the user device identifier corresponding to the operation behavior; Determining the attribution channel corresponding to the activation behavior from the advertising placement channels according to the third matching degree.
8. The advertising attribution method according to claim 7, wherein, Determining the attribution channel corresponding to the activation behavior from the advertising placement channels according to the third matching degree includes: In the case where there is one attribution channel determined according to the third matching degree, using the attribution channel as the attribution channel of the target product; In the case where there are multiple attribution channels determined according to the third matching degree, determine the weights of the multiple attribution channels based on at least one of the advertising placement effect evaluation values of the multiple attribution channels and the difference between the activation behavior occurrence time and the advertising placement time for the target product on the multiple attribution channels, and use the attribution channel with the largest weight as the attribution channel of the target product.
9. The advertisement attribution method according to any one of claims 1 to 7, wherein, The determining of the channel where the activation behavior occurs includes: Obtaining a channel parameter from the link corresponding to the activation behavior; Determining the channel where the activation behavior occurs according to the channel parameter.
10. The advertisement attribution method according to any one of claims 1 to 7, wherein, The obtaining of the information on the operation behavior of the user for the advertisement of the target product on the advertising placement channel includes: Receiving, from an advertising placement device, the information on the operation behavior of the advertisement of the target product, where the information on the operation behavior is collected by the advertising placement device when the user operates on the advertisement of the target product.
11. An advertisement attribution device, comprising: A determination module, configured to determine the channel where the activation behavior occurs in response to the activation behavior of the user for the target product; A first obtaining module, configured to obtain the information on the activation behavior when the channel where the activation behavior occurs is a non-advertising placement channel, where the information on the activation behavior includes at least one attribution attribute; A second obtaining module, configured to obtain the information on the operation behavior of the user for the advertisement of the target product on the advertising placement channel, where the information on the operation behavior includes at least one attribution attribute; An attribution module, configured to determine the attribution channel corresponding to the activation behavior from the advertising placement channels according to the information on the activation behavior and the information on the operation behavior.
12. An advertisement attribution device, comprising: a memory; and a processor coupled to the memory, the processor being configured to execute the advertisement attribution method according to any one of claims 1 to 10 based on instructions stored in the memory.
13. An advertisement attribution system, comprising: the advertisement attribution device according to claim 11 or 12; an advertisement delivery device for delivering an advertisement for the target product on an advertisement delivery channel.
14. The advertisement attribution system according to claim 13, wherein the advertisement delivery device is further configured to: in response to an operation behavior of a user with respect to the advertisement for the target product, collect information about the operation behavior and send the information about the operation behavior to the advertisement attribution device.
15. The advertisement attribution system according to claim 14, wherein, The advertisement delivery device is configured to: generate a unique advertisement identifier, store the unique advertisement identifier in the user device corresponding to the operation behavior, and obtain at least one of the user account corresponding to the operation behavior and the user device identifier corresponding to the operation behavior from the user device corresponding to the operation behavior.
16. A computer-readable storage medium having computer program instructions stored thereon, which when executed by a processor implement the advertisement attribution method according to any one of claims 1 to 10.