Advertisement delivery management method and device, computing equipment, medium and program product

Abstract

The invention provides an advertisement putting management method and device, computing equipment, a medium and a program product, and belongs to the technical field of advertisement putting. The advertisement putting management method comprises the steps of determining a putting scheme of a to-be-put advertisement, wherein the putting scheme comprises at least one putting target and a putting strategy corresponding to the at least one putting target; according to the putting scheme, putting the to-be-put advertisement to at least one putting target; determining whether any one delivery target in the at least one delivery target meets a preset target delivery effect or not; and in response to the condition that the putting target meets the target putting effect, stopping putting the to-be-put advertisement to the putting target. According to the method, reasonable advertisement putting can be realized, and a better putting effect is achieved.

Description

TECHNICAL FIELD

[0001] The present application relates to the technical field of advertisement delivery, and in particular to a management method and device for advertisement delivery, a computing device, a medium and a program product. BACKGROUND

[0002] At present, advertisement delivery has become an important means for enterprises to promote brands, products and services. With the rapid development of Internet technology, the channels and methods of advertisement delivery are constantly innovating and evolving.

[0003] However, the existing advertisement delivery technology still faces many challenges, and the accuracy and effectiveness of advertisement delivery are still limited by various factors, such as the accuracy of the delivery algorithm and whether the advertisement can be displayed to the target user at the best time. Therefore, how to realize the reasonable delivery of advertisements and improve the effectiveness of advertisement delivery is of great significance to the advertising industry. SUMMARY

[0004] The present application aims to at least solve the technical problem of unreasonable advertisement delivery scheme in the background art. To this end, one purpose of the present application is to provide a management method for advertisement delivery to realize the reasonable delivery of advertisements and achieve better delivery effect.

[0005] An embodiment of the first aspect of the present application provides a management method for advertisement delivery, comprising: determining a delivery scheme of a to-be-delivered advertisement, the delivery scheme comprising at least one delivery target and a delivery strategy corresponding to each of the at least one delivery target; delivering the to-be-delivered advertisement to the at least one delivery target according to the delivery scheme; determining whether any one of the at least one delivery target meets a pre-set target delivery effect; and in response to the delivery target meeting the target delivery effect, stopping delivering the to-be-delivered advertisement to the delivery target.

[0006] An embodiment of the second aspect of the present application provides a management device for advertisement delivery, comprising: a scheme determination module configured to determine a delivery scheme of a to-be-delivered advertisement, the delivery scheme comprising at least one delivery target and a delivery strategy corresponding to each of the at least one delivery target; a delivery module configured to deliver the to-be-delivered advertisement to the at least one delivery target according to the delivery scheme; an effect determination module configured to determine whether any one of the at least one delivery target meets a pre-set target delivery effect; and a stopping module configured to, in response to the delivery target meeting the target delivery effect, stop delivering the to-be-delivered advertisement to the delivery target.

[0007] An embodiment of the third aspect of the present application provides a computing device, comprising: at least one processor; and at least one memory communicatively connected with the at least one processor, the at least one memory storing instructions which, when executed by the at least one processor alone or collectively, cause the computing device to perform the management method in the above embodiments.

[0008] The embodiment of the fourth aspect of the present application provides a computer readable storage medium storing instructions, which, when executed by one or more processors of a computing device alone or in combination, cause the computing device to perform the management method in the above embodiment.

[0009] The embodiment of the fifth aspect of the present application provides a computer program product comprising instructions, which, when executed by one or more processors of a computing device alone or in combination, cause the computing device to perform the management method in the above embodiment.

[0010] In the technical solution of the embodiment of the present application, by generating a reasonable delivery scheme and monitoring the delivery effect after the delivery of the advertisement, the delivery strategy is adjusted in a timely manner according to the delivery effect of the advertisement, the closed loop of the whole process of the advertisement delivery business can be realized, and the human demand and the delivery cost can be reduced while improving the delivery effect of the advertisement.

[0011] The above description is only a summary of the technical solutions of the present application. In order to more clearly understand the technical means of the present application, the specific embodiments of the present application can be implemented according to the content of the description, and in order to make the above and other purposes, characteristics and advantages of the present application more obvious and easy to understand, the following specific embodiments of the present application are described. BRIEF DESCRIPTION OF DRAWINGS

[0012] In the drawings, the same reference numbers in the drawings indicate the same or similar components or elements. The drawings are not necessarily drawn to scale. It should be understood that the drawings only depict some embodiments according to the present disclosure, and should not be considered as limiting the scope of the present application.

[0013] Figure 1 Flowchart of the management method of the advertisement delivery of some embodiments of the present application;

[0014] Figure 2 Flowchart of the determination of the delivery scheme of some embodiments of the present application;

[0015] Figure 3 Flowchart of the determination of the delivery times and the delivery cycle of some embodiments of the present application;

[0016] Figure 4 Flowchart of the determination of the delivery effect of some embodiments of the present application;

[0017] Figure 5 Flowchart of the stopping of the delivery of some embodiments of the present application;

[0018] Figure 6 Schematic block diagram of the management device of the advertisement delivery of some embodiments of the present application;

[0019] Figure 7 A schematic block diagram of a computing device for some embodiments of the present application. DETAILED DESCRIPTION

[0020] The embodiments of the technical solutions of the present application will be described in detail below with reference to the accompanying drawings. The following embodiments are only used to more clearly illustrate the technical solutions of the present application, and therefore only serve as examples, and cannot limit the protection scope of the present application.

[0021] Unless otherwise defined, all technical and scientific terms used herein have the same meaning as commonly understood by one of ordinary skill in the art to which the present application belongs; the terms used herein are only for the purpose of describing specific embodiments and are not intended to limit the present application; the terms "include" and "have" and any variations thereof in the specification and claims of the present application and the above description of drawings are intended to cover non-exclusive inclusion.

[0022] In the description of the embodiments of the present application, the technical terms "first", "second", etc. are only used to distinguish different objects, and cannot be understood as indicating or implying relative importance or implicitly indicating the number, specific order or primary and secondary relationship of the indicated technical features. In the description of the embodiments of the present application, the meaning of "multiple" is more than two, unless otherwise explicitly and specifically limited.

[0023] In this paper, the reference to "embodiments" means that the specific features, structures or properties described in conjunction with the embodiments can be included in at least one embodiment of the present application. The appearance of this phrase in various places in the specification does not necessarily mean the same embodiment, nor is it an independent or alternative embodiment to other embodiments. It is explicitly and implicitly understood by those skilled in the art that the embodiments described herein can be combined with other embodiments.

[0024] In the description of the embodiments of the present application, the term "and / or" is only a description of the association relationship between the associated objects, which means that there can be three relationships, for example, A and / or B, which can represent the three cases of A alone, A and B together, and B alone. In addition, the character " / " in this paper generally represents a "or" relationship between the front and rear associated objects.

[0025] In the description of the embodiments of the present application, the term "multiple" refers to more than two (including two), and similarly, "multiple groups" refers to more than two groups (including two groups).

[0026] In the technical solutions of the present application, the collection, storage, use, processing, transmission, provision and disclosure of user personal information involved in the technical solutions comply with the relevant legal regulations and do not violate public order and good customs.

[0027] Currently, advertising has become an important means for enterprises to promote brands, products and services. With the rapid development of Internet technology, the channels and methods of advertising are constantly innovating and evolving.

[0028] However, existing advertising technology still faces many challenges. Advertisers need to choose the most suitable advertising platform from a large number of advertising platforms, and also need to consider how to achieve the maximum benefit of advertising budget and achieve better advertising effect. Despite the continuous progress of technology, the accuracy and effectiveness of advertising are still limited by various factors, such as the accuracy of the advertising algorithm and whether the target users can be displayed at the best time. Therefore, how to achieve reasonable advertising and improve the effectiveness of advertising is of great significance to the advertising industry.

[0029] In order to achieve better advertising effect, realize intelligent control of the whole process of advertising, an advertising placement scheme can be generated, and the advertising can be placed at the target device according to the advertising placement scheme, and the advertising effect at each target device can be monitored. According to the advertising effect at each target device, the advertising strategy can be adjusted. Using such a management method, the advertising can be intelligently controlled, so that better advertising effect can be obtained while reducing the human resources and advertising costs required for advertising.

[0030] Embodiments of the present application provide a management method for advertising. Referring to Figure 1 , the management method for advertising 100 includes steps 110 to 140.

[0031] Step 110, determining an advertising placement scheme for a to-be-placed advertisement. The advertising placement scheme includes at least one advertising target and an advertising strategy corresponding to each advertising target.

[0032] Step 120, placing the to-be-placed advertisement to at least one advertising target according to the advertising placement scheme.

[0033] Step 130, determining whether any one of the at least one advertising target meets a pre-set target advertising effect.

[0034] Step 140, in response to the advertising target meeting the target advertising effect, stopping placing the to-be-placed advertisement to the advertising target.

[0035] In embodiments of the present application, the advertising target can be a target device for placing an advertisement, and can include various types of terminals, such as outdoor advertising screens, personal terminal devices, streaming media devices, etc.

[0036] In some embodiments, referring to Figure 2 , step 110 includes steps 210 to 230.

[0037] Step 210, determining at least one delivery target.

[0038] For any one of the at least one delivery target determined in step 210:

[0039] Step 220, determining a delivery frequency corresponding to the delivery target. The delivery frequency indicates a target number of times of delivering the to-be-delivered advertisement to the delivery target.

[0040] Step 230, determining an advertisement material configuration corresponding to the delivery target. The advertisement material configuration is used to display the to-be-delivered advertisement at the delivery target.

[0041] Different delivery targets can be distinguished by different IDs (Identification). In step 210, the ID of the target device for delivering the advertisement can be determined and output. In step 220, for each delivery target, the delivery frequency corresponding thereto can also be determined, that is, the target number of times of delivering the advertisement at the delivery target. In step 230, the advertisement material configuration corresponding to each delivery target can also be determined. The advertisement material configuration has an important influence on the attractiveness and conversion rate of the advertisement, so that the to-be-delivered advertisement can be displayed at the delivery target, which can include, for example, video material, audio material, copy material, etc. of the to-be-delivered advertisement. In some embodiments, the advertisement material configuration will be sent to the Real Time API (RTA).

[0042] In some embodiments, the delivery scheme in step 110 can be output by a trained machine learning model, so that the purchase habits of users, advertisement activity historical data, etc. can be considered to obtain a better delivery scheme.

[0043] In step 110, by determining a reasonable delivery scheme, the delivery effect of the advertisement can be improved, and the conversion rate can be improved, that is, the proportion of users completing a specific target behavior (such as purchasing a product, registering a service, filling out a form, etc.) after seeing the advertisement can be increased.

[0044] In some embodiments, step 120 includes: delivering the to-be-delivered advertisement to the at least one delivery target within a predetermined time period. The predetermined time period includes a plurality of time periods.

[0045] For each to-be-launched advertisement, a predetermined time period can be set for launching the advertisement. The predetermined time period can be determined by the advertiser or determined by the expected effect of the advertisement, etc. The predetermined time period can include multiple time periods. When determining the effect of the advertisement launch, the determination can be made for each time period. The time period can be a natural day, month, year, etc., or can be determined by the advertiser or other user. Different time periods can be the same length or different from each other, which is not limited in the present application.

[0046] In some embodiments, step 130 includes:

[0047] For any one of the multiple time periods:

[0048] It is determined whether any one of the at least one launch target meets the target launch effect in the time period.

[0049] Taking a natural day as an example, the evaluation of the effect of the advertisement launch can be determined for each natural day, such as the number of launches, the number of exposures, etc.

[0050] By setting the time period of the advertisement launch and evaluating the launch effect for each time period, the launch effect can be identified in a timely manner, and the launch strategy can be quickly adjusted.

[0051] In some embodiments, the management method further includes a first process 300. Referring to Figure 3 , the first process 300 includes steps 310 to 320.

[0052] Step 310, determine the number of times to launch the to-be-launched advertisement to any one of the at least one launch target.

[0053] Step 320, determine the launch period of any one of the at least one launch target. The launch period indicates the time period of launching the to-be-launched advertisement to the launch target.

[0054] Steps 310 and 320 can count the advertisement launch at each launch target. In step 310, the number of times the to-be-launched advertisement has been launched at the launch target, i.e., the number of times already launched, is determined. In step 320, the number of periods of launching the to-be-launched advertisement at the launch target is determined. Taking a natural day as an example, the launch period is the number of days of launching the advertisement at the launch target.

[0055] In some embodiments, the management method 100 further includes:

[0056] After step 120: determining the delivery effect of any of the at least one delivery target in any of the plurality of time periods.

[0057] After delivering the advertisement to the delivery target, the delivery effect of the delivery target in each time period can be counted.

[0058] In some embodiments, determining the delivery effect of any of the at least one delivery target in any of the plurality of time periods comprises at least one of the second process 400. Referring to Figure 4 The second process 400 comprises steps 410-430.

[0059] For any of the plurality of time periods:

[0060] Step 410: determining the number of advertisement exposures of any of the at least one delivery target in the time period. The number of advertisement exposures indicates the number of times the to-be-delivered advertisement is displayed in the time period.

[0061] Step 420: determining the advertisement medium of the to-be-delivered advertisement delivered to any of the at least one delivery target in the time period.

[0062] Step 430: determining the advertisement content of the to-be-delivered advertisement delivered to any of the at least one delivery target in the time period.

[0063] In embodiments of the present application, the number of advertisement exposures can refer to the number of times the advertisement is displayed to the user in any time period. For example, when the advertisement appears once on the user's device (such as a personal computer, a mobile terminal, etc.), it is counted as one exposure. The advertisement medium can refer to various channels and platforms that propagate the to-be-delivered advertisement. The advertisement content can include information related to the activities and / or products advertised by the advertisement, for example, it can include the type of activity involved in the advertisement (activities such as recalling users, waking up users, etc.).

[0064] In some embodiments, after determining the delivery target and the delivery strategy corresponding thereto in step 110, each delivery target can be configured, for example, the delivery target is configured to deliver an advertisement related to a certain advertisement medium (which can also be understood as configuring the advertisement medium corresponding to the delivery target), deliver an advertisement related to a certain activity (which can also be understood as configuring the advertisement content corresponding to the delivery target), etc.

[0065] Table 1 illustrates an example of the counting result of the second process 400.

[0066] Table 1

[0067] Time period Advertising medium Advertising content (activity type) ID Number of exposures A Media 1 Activity 1001 1 x B Media 1 Activity 1001 1 y C Media 2 Activity 1002 2 z

[0068] As shown in Table 1, for each time period (e.g., time period A, B, C, etc. in the table), the delivery effect of each delivery target in the time period is counted respectively. In the example shown in Table 1, in the time period A, for the delivery target with ID 1, the advertising media of the delivered advertisement is media 1, the advertisement content (taking the activity type involved in the advertisement as an example) is activity 1001, and the advertisement is exposed x times at the delivery target with ID 1; in the time period B, for the delivery target with ID 1, the advertising media of the delivered advertisement is media 1, the advertisement content is activity 1001, and the advertisement is exposed y times at the delivery target with ID 1; in the time period C, for the delivery target with ID 2, the advertising media of the delivered advertisement is media 2, the advertisement content is activity 1002, and the advertisement is exposed z times at the delivery target with ID 2.

[0069] Through the counting manner as shown in Table 1, the delivery effect of the advertisement at different time periods, different advertising media, different advertisement contents, and different delivery targets can be counted, which facilitates accurate identification of the delivery effect of each delivery target, each advertising media, and each advertisement content, so as to adjust the subsequent delivery strategy.

[0070] In some embodiments, the target delivery effect includes at least one of the following:

[0071] The number of times of delivering the to-be-delivered advertisement to any one of the at least one delivery target in a predetermined time period is not less than a pre-set target delivery number corresponding to the delivery target;

[0072] The average delivery number of delivering the to-be-delivered advertisement to any one of the at least one delivery target in a predetermined time period is not less than a pre-set target delivery frequency corresponding to the delivery target. The average delivery number indicates the average value of the number of times of delivering the to-be-delivered advertisement to the delivery target in each delivery period.

[0073] After the advertisement is delivered to the corresponding delivery target, the delivery effect at the delivery target will be evaluated. This includes evaluation of the total number of times of delivery to the delivery target and the number of times of delivery in each delivery period.

[0074] For each delivery target, when the number of times of delivering the advertisement to the delivery target (i.e., the total number of times of delivery to the delivery target) is greater than or equal to a pre-set target delivery number, the delivery target is considered to satisfy the target delivery effect. In some embodiments, the pre-set target delivery number can be the delivery frequency corresponding to the delivery target determined in step 220.

[0075] As described above, at the delivery target, the to-be-delivered advertisement is delivered for multiple delivery periods. When the average delivery times of the advertisement to the delivery target (i.e., the average number of times of delivery to the delivery target in each delivery period, average delivery times = total number of delivery of the advertisement / number of delivery periods) is greater than or equal to the pre-set target delivery frequency, it can be considered that the delivery target meets the target delivery effect. In some embodiments, the target delivery frequency can also be included in the delivery plan determined in step 110. In other embodiments, the target delivery frequency can also be configured for each delivery target after the delivery target and the delivery strategy corresponding thereto are determined in step 110.

[0076] In some embodiments, the delivery target can also be considered to meet the target delivery effect when it meets both 1) the total number of delivery to the delivery target is greater than or equal to the pre-set target delivery times and 2) the average number of delivery to the delivery target is greater than or equal to the pre-set target delivery frequency.

[0077] For any delivery target, if the number of delivery and / or the average number of delivery at the delivery target meets the target delivery effect, it can be considered that the delivery target has achieved the required delivery effect, and the delivery at the delivery target can no longer be continued, thereby reducing the probability of unnecessary exposure after the delivery effect is achieved.

[0078] In some embodiments, the target delivery effect includes generating at least one user purchase activity. The user purchase activity indicates that the product in the to-be-delivered advertisement is purchased.

[0079] The target delivery effect can be configured according to the activity and / or product involved in the to-be-delivered advertisement. In one example, the activity involved in the to-be-delivered advertisement is a user wake-up activity, and at this time the target delivery effect can be set as "generating at least one user purchase activity", that is, the user purchases the product involved in the advertisement after watching the advertisement.

[0080] Table 2 shows an example of the statistical results of the target delivery effect.

[0081] Table 2

[0082]

[0083] As shown in Table 2, for each delivery target, whether it meets the target delivery effect (e.g., whether a user purchase activity is generated) and the time period in which the target delivery effect is met will be counted. In the example shown in Table 2, for the delivery target with ID 1, in time period D, the target delivery effect is met for activity 1001; for the delivery target with ID 2, in time period E, the target delivery effect is met for activity 1001.

[0084] It should be understood that Table 2 is only an example of the statistics of the target delivery effect. In other embodiments, the specific information of the statistics of whether the target delivery effect is met by each target delivery can be determined by the user according to the needs, for example, only the time period when the target delivery meets the target delivery effect can be counted, and the configured advertising media when the target delivery meets the target delivery effect can also be counted, which is not limited in the present application.

[0085] For any target delivery, when the user generates relevant activities through the target delivery, it can be considered that the target delivery has achieved the delivery effect, and the target delivery can no longer be continued to be delivered, so as to reduce the probability of unnecessary exposure after the delivery effect is achieved.

[0086] In some embodiments, with reference to Figure 5 , step 140 includes steps 510 to 520.

[0087] Step 510, in response to the target delivery meeting the target delivery effect, adding the target delivery to the avoidance target set. The avoidance target set includes target deliveries that do not need to deliver the to-be-delivered advertisement.

[0088] Step 520, stopping delivering the to-be-delivered advertisement to any target delivery in the avoidance target set.

[0089] As described above, when the target delivery has met the target delivery effect (for example, the total number of deliveries at the target delivery is greater than or equal to the target delivery number, the average delivery number is greater than or equal to the target delivery frequency, at least one user purchase activity is generated, etc.), the target delivery can be added to the avoidance target set. For all target deliveries in the avoidance target set, no further advertisement delivery will be performed, so that the advertisement exposure can be effectively controlled, the waste of delivery cost can be reduced, for example, the waste caused by repeated delivery at different delivery devices can be reduced. In addition, for the case where the to-be-delivered advertisement involves multiple advertising media and / or multiple advertising contents (for example, multiple activities are designed), the waste caused by repeated delivery of the advertisement between different media platforms can also be reduced, and the probability that the consumer receives repeated advertisement delivery of similar activities can be reduced.

[0090] In some embodiments, the management method 100 further includes determining a bidding scheme of the to-be-delivered advertisement according to the delivery scheme. The bidding scheme indicates a bidding strategy of delivering the to-be-delivered advertisement to at least one target delivery.

[0091] Currently, the advertisement delivery process can mainly include: determining an advertisement delivery scheme; performing advertisement bidding in the time period of delivering the advertisement and delivering the advertisement after winning the bidding; and adjusting the advertisement delivery scheme according to the advertisement delivery effect. The advertisement delivery is usually implemented through RTA. RTA can enable the advertiser to participate in decision-making in real time during the advertisement delivery process, and optimize the advertisement delivery effect through real-time data interaction, for example, the bidding strategy can be dynamically adjusted according to the delivery scheme. In some embodiments, the bidding scheme can be determined according to the real-time delivery strategy of the advertisement to be delivered, and dynamic bidding can be realized. In one example, the bidding scheme can be output by a trained machine learning model.

[0092] Based on the same technical concept, the embodiments of the present application provide an advertisement delivery management device. The embodiments of the advertisement delivery management device can refer to the embodiments of the advertisement delivery management method, and the repeated parts will not be described herein. Referring to Figure 6 , the advertisement delivery management device 600 includes a scheme determination module 610, a delivery module 620, an effect determination module 630, and a stop module 640.

[0093] The scheme determination module 610 is configured to determine a delivery scheme of an advertisement to be delivered. The delivery scheme includes at least one delivery target and a delivery strategy corresponding to each of the at least one delivery target.

[0094] The delivery module 620 is configured to deliver the advertisement to be delivered to the at least one delivery target according to the delivery scheme.

[0095] The effect determination module 630 is configured to determine whether any of the at least one delivery target meets a pre-set target delivery effect.

[0096] The stop module 640 is configured to stop delivering the advertisement to be delivered to the delivery target in response to the delivery target meeting the target delivery effect.

[0097] The scheme determination module 610, the delivery module 620, the effect determination module 630, and the stop module 640 in the advertisement delivery management device 600 can correspond to steps 110 to 140 in the advertisement delivery management method 100, and for the sake of brevity, they will not be described herein. It should be understood that, corresponding to the embodiments of the advertisement delivery management method 100, the embodiments of the advertisement delivery management device 600 can also include more modules.

[0098] It should be noted that the functions of the various modules discussed herein can be split into multiple modules, and / or at least some of the functions of multiple modules can be combined into a single module. A particular module discussed herein performing an action includes that particular module itself performing the action, or alternatively, that particular module invoking or otherwise accessing another component or module that performs the action (or performs the portion of the action that is relevant for the particular module). Thus, a particular module performing an action includes that particular module itself performing the action and / or another module invoked or otherwise accessed by the particular module performing the action.

[0099] It should also be understood that various techniques described herein can be described in the general context of software hardware elements or program modules. The various software -hardware elements or program modules described above can be stored in the memory of and executed by the processing unit(s) of a computer or other computing device. Those skilled in the art will recognize that the various software -hardware elements or program modules described herein can be implemented in a variety of programming languages and / or software development tools. Figure 6 The various modules described above can be implemented in hardware or in hardware combined with software and / or firmware. For example, the modules can be implemented as computer program code / instructions configured to be executed in one or more processors and stored in a computer-readable storage medium. Alternatively, the modules can be implemented as hardware logic / circuitry. The hardware logic / circuitry can include an integrated circuit chip (which includes one or more components of a processor (e.g., a Central Processing Unit (CPU), a microcontroller, a microprocessor, a Digital Signal Processor (DSP), etc.), a memory, one or more communication interfaces, and / or other circuitry) and can optionally execute received program code and / or include embedded firmware to perform functionality.

[0100] Embodiments of the present application provide a computing device 700, as shown in Figure 7 Figure 7 An example configuration of a computing device 700 that can be used to implement the management method 100 of advertisement placement described herein is shown. For example, the above-described management apparatus 600 of advertisement placement can be implemented in whole or at least in part by the computing device 700 or a similar device or system.

[0101] The computing device 700 can include at least one processor 705, memory 707, communication interface(s) 702, display device 701, other input / output (I / O) devices 703, and one or more mass storage devices 706, which are able to communicate with each other by way of a bus 704 or other appropriate connection. The memory 707 has instructions stored thereon which, when executed by the processor 705, cause the processor 705 to perform the management method of advertisement placement as in the above-described embodiments.

[0102] ​The computing device 700 can be various different types of devices. Examples of the computing device 700 include, but are not limited to: a desktop computer, a server computer, a laptop or notebook computer, a mobile device (e.g., a tablet computer, a cellular or other wireless phone (e.g., a smart phone), a notepad computer, a mobile station), a wearable device (e.g., glasses, a watch), an entertainment device (e.g., an entertainment appliance, a set-top box, a game console), a television or other display device, an automobile computer, etc.

[0103] The processor 705 can be a single processing unit or a plurality of processing units, all of which can include single or multiple computing units or multiple cores. The processor 705 can be implemented as one or more microprocessors, microcomputers, microcontrollers, digital signal processors, central processing units, state machines, logic circuitries, and / or any devices that manipulate signals based on operational instructions. Among other capabilities, the processor 705 can be configured to fetch and execute computer-readable instructions stored in the memory 707, the mass storage device 706, or any other computer-readable medium.

[0104] The memory 707 and the mass storage device 706 are examples of computer-readable storage media for storing instructions that are executed by the processor 705 to cause the various functionalities described above. For example, the memory 707 can generally include both volatile memory and nonvolatile memory (e.g., RAM, ROM, etc.). In addition, the mass storage device 706 can generally include hard disk drives, solid state drives, removable media, including external and removable drives, memory cards, flash memory, floppy disks, optical disks (e.g., CD or DVD), storage arrays, network attached storage, storage area networks, etc. The memory 707 and the mass storage device 706 can both be collectively referred to herein as the memory or computer-readable storage media, and can be non-transitory media capable of storing computer-readable, processor-executable program instructions as computer program code that can be executed by the processor 705 as a specific machine configured to implement the operations and functions described in examples herein.

[0105] A number of programs can be stored on the mass storage device 706. These programs include an operating system 708, one or more application programs 709, other programs 710, and program data 711, and they can be loaded into the memory 707 for execution. Examples of such application programs or program modules can include, for example, computer program logic (e.g., computer program code or instructions) for implementing the management apparatus 600 for ad placement (including the campaign determination module 610, the placement module 620, the effect determination module 630, and the stop module 640), the management method 100 for ad placement (including any suitable steps of the management method 100 for ad placement), and / or the additional embodiments described herein.

[0106] Although illustrated in Figure 7 the memory 707 of the computing device 700, the operating system 708, the application programs 709, the other programs 710, and the program data 711, or portions thereof, can be implemented using any form of computer-readable media that is accessible by the computing device 700.

[0107] One or more communication interfaces 702 are used to exchange data with other devices, such as over a network, a direct connection, or the like. Such communication interfaces can be one or more of any type of network interface (for example, a network interface card (NIC)), a wired or wireless (such as IEEE 802.11 wireless LAN (WLAN)) wireless interface, a Worldwide Interoperability Microwave Access (Wi-MAX) interface, an Ethernet interface, a Universal Serial Bus (USB) interface, a cellular network interface, a Bluetooth™ interface, a near field communication (NFC) interface, or the like. The communication interfaces 702 can facilitate communications within a variety of networks and protocol types, including wired networks (for example, LAN, cable, or the like), and wireless networks (for example, WLAN, cellular, satellite, or the like), the Internet, and the like. The communication interfaces 702 can also provide communications with external storage devices (not shown), such as storage arrays, network attached storage, storage area networks, or the like.

[0108] In some examples, a display device 701, such as a monitor, can be included for displaying information and images to a user. Other I / O devices 703 can be devices that receive various inputs from a user and provide various outputs to the user, and can include touch input devices, gesture input devices, cameras, keyboards, remote controls, mice, printers, audio input / output devices, and the like.

[0109] The techniques described herein can be supported by these various configurations of the computing device 700 and are not limited to the specific examples of the techniques described herein. For example, the functionality can also be implemented all or in part through use of a distributed system, such as over a "cloud." Cloud includes and / or comprises a platform of resources. The platform abstracts underlying functionality of hardware (e.g., servers) and software resources of the cloud. Resources can include applications and / or data available for use by a computing device 700 when the processes are executed on servers that are remote from the computing device 700. Resources can also include services provided over the Internet and / or through a subscriber network, such as a cellular or Wi-Fi network. The platform can abstract resources and functionality to connect the computing device 700 with other computing devices. Accordingly, the functionality described herein can be distributed throughout the cloud. For example, the functionality can be implemented in part on the computing device 700 and in part by the platform that abstracts the functionality of the cloud.

[0110] The embodiments of the present application also provide a computer readable storage medium, having stored thereon instructions which, when executed by one or more processors of a computing device, alone or in combination, cause the computing device to perform the method in any of the embodiments described above.

[0111] Computer readable storage media includes volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data. Computer readable storage media includes, but is not limited to, RAM, ROM, EEPROM, flash memory or other memory technology, CD-ROM, digital versatile disks (DVD) or other optical storage, magnetic cassettes, magnetic tapes, magnetic disk storage or other magnetic storage devices, or any other non-transmission medium that can be used to store information for access by a computing device.

[0112] The embodiments of the present application also provide a computer program product, comprising instructions which, when executed by one or more processors of a computing device, alone or in combination, cause the computing device to perform the method in any of the embodiments described above.

[0113] One specific embodiment of the present application is described below. It should be understood that the specific embodiment described herein is merely illustrative and should not be considered as limiting the application.

[0114] For an advertisement to be launched, a launching scheme can be determined, including a launching target of the advertisement, a launching frequency corresponding to each launching target, and an advertisement material configuration. After obtaining the launching scheme, a configuration can be made for each launching target, such as configuring the launching target to launch an advertisement related to a certain advertisement medium, launching an advertisement related to a certain activity, and configuring a target launching frequency for each launching target.

[0115] According to the delivery scheme, the advertisement is delivered to the determined delivery target in a predetermined time period, and the delivery effect of each delivery target is monitored and counted, including the advertisement exposure times of each delivery target in each time period, the advertisement media related to the delivery target, the advertisement content, etc.

[0116] For each delivery target, the ID of the delivery target, the delivery frequency corresponding to the delivery target, the target delivery frequency, the delivery times of the delivery target, the delivery period, etc. are recorded and updated during the delivery of the advertisement.

[0117] When the delivery target meets the pre-set target delivery effect, for example, the total number of deliveries to the delivery target is greater than or equal to the pre-set target delivery number, the average number of deliveries to the delivery target is greater than or equal to the pre-set target delivery frequency, and / or at least one user purchase activity is generated, etc., the delivery target is added to the avoidance target set, and the advertisement delivery to the delivery target in the avoidance target set is stopped.

[0118] Finally, it should be noted that: the above embodiments are only used to illustrate the technical solutions of the present application, and not to limit them; although the present application has been described in detail with reference to the foregoing embodiments, those skilled in the art should understand that: it can still modify the technical solutions recorded in the foregoing embodiments, or make equivalent replacement for part or all of the technical features; and these modifications or replacements do not make the essence of the corresponding technical solutions deviate from the scope of the technical solutions of the embodiments of the present application, and they should be covered in the scope of the claims and the specification of the present application. Especially, as long as there is no structural conflict, each technical feature mentioned in each embodiment can be combined in any way. The present application is not limited to the specific embodiments disclosed in the text, but includes all technical solutions falling within the scope of the claims.

Claims

1. A method for managing an advertisement delivery, comprising: determining a delivery plan for an advertisement to be delivered, the delivery plan comprising at least one delivery target and a delivery strategy corresponding to each of the at least one delivery target, respectively; delivering the advertisement to be delivered to the at least one delivery target according to the delivery plan; determining whether any of the at least one delivery target meets a pre-set target delivery effect; and in response to the delivery target meeting the target delivery effect, stopping delivering the advertisement to be delivered to the delivery target. The determining a delivery plan for an advertisement to be delivered comprises:

2. The management method according to claim 1, wherein determining the at least one delivery target; for any of the at least one delivery target: determining a delivery frequency corresponding to the delivery target, the delivery frequency indicating a target number of times of delivering the advertisement to be delivered to the delivery target; and determining an advertisement material configuration corresponding to the delivery target, the advertisement material configuration being used for displaying the advertisement to be delivered at the delivery target. The delivering the advertisement to be delivered to the at least one delivery target according to the delivery plan comprises:

3. The management method according to claim 1 or 2, wherein, delivering the advertisement to be delivered to the at least one delivery target within a predetermined time period, the predetermined time period comprising a plurality of time periods. The determining whether any of the at least one delivery target meets a pre-set target delivery effect comprises:

4. The management method according to claim 3, wherein for any of the plurality of time periods: determining whether any of the at least one delivery target meets the target delivery effect in the time period. 5.The method of claim 3 or 4, further comprising: determining a number of times of delivering the advertisement to be delivered to any of the at least one delivery target; and determining a delivery period for any of the at least one delivery target, the delivery period indicating a time period of delivering the advertisement to be delivered to the delivery target. The target delivery effect comprises at least one of: a number of times of delivering the advertisement to be delivered to any of the at least one delivery target within the predetermined time period is not less than a pre-set target delivery number corresponding to the delivery target; 6. The management method according to claim 5, wherein an average number of times of delivering the advertisement to be delivered to any of the at least one delivery target within the predetermined time period is not less than a pre-set target delivery frequency corresponding to the delivery target, the average number of times indicating an average value of a number of times of delivering the advertisement to be delivered to the delivery target in each delivery period. 7.The method of any of claims 3-6, further comprising: after the delivering the advertisement to be delivered to the at least one delivery target according to the delivery plan: determining a delivery effect of any of the at least one delivery target in any of the plurality of time periods. The determining a delivery effect of any of the at least one delivery target in any of the plurality of time periods comprises at least one of: for any of the plurality of time periods:

8. The management method according to claim 7, wherein ​ ​ determine an advertisement exposure number of any of the at least one delivery target in the time period, the advertisement exposure number indicating a number of times the to-be-delivered advertisement is displayed in the time period; determine an advertisement medium of delivering the to-be-delivered advertisement to any of the at least one delivery target in the time period; determine an advertisement content of the to-be-delivered advertisement delivered to any of the at least one delivery target in the time period.

9. The management method according to any one of claims 1-8, wherein, the target delivery effect comprises generating at least one user purchase activity, the user purchase activity indicating that a product in the to-be-delivered advertisement is purchased.

10. The management method according to any one of claims 1-9, wherein, the stopping of delivering the to-be-delivered advertisement to the delivery target in response to the delivery target satisfying the target delivery effect comprises: adding the delivery target to an avoidance delivery target set in response to the delivery target satisfying the target delivery effect, the avoidance delivery target set comprising delivery targets that do not need to deliver the to-be-delivered advertisement; and stopping delivering the to-be-delivered advertisement to any of the delivery targets in the avoidance delivery target set.

11. The management method of any one of claims 1-10, further comprising: determining, according to the delivery scheme, a bidding scheme of the to-be-delivered advertisement, the bidding scheme indicating a bidding strategy of delivering the to-be-delivered advertisement to the at least one delivery target.

12. An apparatus for managing advertisement delivery, comprising: a scheme determination module configured to determine a delivery scheme of a to-be-delivered advertisement, the delivery scheme comprising at least one delivery target and a delivery strategy corresponding to the at least one delivery target respectively; a delivery module configured to deliver the to-be-delivered advertisement to the at least one delivery target according to the delivery scheme; an effect determination module configured to determine whether any of the at least one delivery target satisfies a pre-set target delivery effect; and a stopping module configured to stop delivering the to-be-delivered advertisement to the delivery target in response to the delivery target satisfying the target delivery effect.

13. A computing device, comprising: at least one processor; and at least one memory communicatively connected with the at least one processor, the at least one memory storing instructions that, when executed by the at least one processor individually or collectively, cause the computing device to perform the management method of any one of claims 1-11.

14. A computer-readable storage medium storing instructions that, when executed by one or more processors of a computing device individually or collectively, cause the computing device to perform the management method of any one of claims 1-11.

15. A computer program product comprising instructions that, when executed by one or more processors of a computing device individually or collectively, cause the computing device to perform the management method of any one of claims 1-11. ​ ​

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