Advertisement space click rate control method and device, electronic equipment and storage medium
By constructing an optimization objective function and determining the ad template delivery ratio, the problem of inaccurate control over ad click-through rate was solved, achieving a balance between maximizing ad revenue and user experience.
Patent Information
- Application Number
- CN202511498626.4
- Authority / Receiving Office
- CN · China
- Patent Type
- Applications(China)
- Current Assignee / Owner
- Filing Date
- 2025-10-20
- Publication Date
- 2026-02-10
AI Technical Summary
In existing technologies, the click-through rate of ad placements cannot be accurately controlled, which affects user experience and fails to maximize advertising revenue.
By obtaining the target click-through rate (CTR) of the target ad placement and the actual CTR over historical time periods, an optimization objective function is constructed to determine the target delivery ratio for each specified ad template, thereby controlling the actual CTR of the ad placement to approach the target CTR.
It enabled accurate control of ad click-through rates, ensuring user experience and increasing ad revenue.
Smart Images
Figure CN121504544A_ABST
Abstract
Description
Technical Field
[0001] This application relates to the field of advertising placement technology, and in particular to a method and apparatus for controlling the click-through rate of advertising slots, electronic devices, and storage media. Background Technology
[0002] Currently, performance-based advertising often involves multiple ad rendering templates. Due to differences in display format, click-through areas, and click sensitivity, click-through rates (CTRs) vary between different templates. Considering that the goal of performance-based advertising is to maximize ad revenue while ensuring a good user experience, CTR control needs to be differentiated across different ad placements. For placements with a significant impact on user experience, strict CTR targets are necessary to avoid negatively affecting user experience and causing user churn. For placements with a less significant impact on user experience, CTR targets can be more relaxed, increasing ad clicks to drive up ad revenue.
[0003] In related technologies, the click-through rate (CTR) of ad placements is used for coarse-grained control of click volume or user experience, but it cannot accurately control the CTR of each ad placement.
[0004] This demonstrates that there is a technical problem in the relevant technologies where the click-through rate of ad placements cannot be accurately controlled. Summary of the Invention
[0005] This application provides a method, apparatus, electronic device, and storage medium for controlling the click-through rate of ad placements, in order to at least solve the problem of inaccurate control of the click-through rate of ad placements in related technologies.
[0006] According to one aspect of the embodiments of this application, a method for controlling the click-through rate of an ad placement is provided, comprising: Obtain the target click-through rate of the target ad placement within the target time period and the specified ad template to be used on the target ad placement; Determine the actual click-through rate for each specified ad template within a historical time period, wherein the historical time period is the time period from the start time of the target time period to the current time; The target delivery ratio corresponding to each specified ad template is determined based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template in the target time period. According to the target delivery ratio corresponding to each specified ad template, all the specified ad templates are delivered to the target ad slot, so as to control the actual click-through rate of the target ad slot to approach the target click-through rate during the target time period.
[0007] Optionally, as described above, determining the actual click-through rate (CTR) for each specified ad template within a historical time period includes: Read the real-time log data of advertising placement on the target ad slot during the historical time period; Based on the real-time log data, the actual click-through rate of each specified ad template on the target ad slot is calculated during the historical time period.
[0008] Optionally, as described above, determining the target delivery ratio for each specified ad template based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template during the target time period includes: Based on the target click-through rate and the actual click-through rate corresponding to each specified ad template, the optimized objective function is constructed as follows: (target_ctr_a – (x1 * ctr1 + x2 * ctr2 + … + xn * ctrn)) 2 ; Wherein, target_ctr_a is the target click-through rate, the actual click-through rates corresponding to each specified ad template are ctr1, ctr2...ctrn, and x1, x2..., xn are the delivery ratio coefficients corresponding to each specified ad template; The following constraints are obtained from the construction: x1 + x2 + ... + xn <= 1; The objective function is constrained by the constraints, and the value of the delivery ratio coefficient corresponding to each specified advertising template is calculated when the function value of the objective function approaches 0. The value of the delivery ratio coefficient corresponding to each specified advertising template is determined as the target delivery ratio corresponding to each specified advertising template.
[0009] Optionally, as described above, the step of placing all the specified ad templates in the target ad slot according to the target placement ratio corresponding to each specified ad template includes: The target delivery ratio corresponding to each specified ad template is stored in a data table; In response to the client's online advertising request, the target delivery ratio corresponding to each specified advertising template is read from the data table; According to the target delivery ratio corresponding to each specified ad template, all the specified ad templates are delivered in the target ad slot.
[0010] According to another aspect of the embodiments of this application, an ad placement click-through rate control device is also provided, comprising: The acquisition module is used to acquire the target click-through rate of the target ad placement during the target time period and the specified ad template used on the target ad placement; The actual click-through rate determination module is used to determine the actual click-through rate of each specified ad template in a historical time period, wherein the historical time period is the time period from the start time of the target time period to the current time. The delivery ratio determination module is used to determine the target delivery ratio corresponding to each specified advertising template based on the actual click-through rate corresponding to each specified advertising template and the actual delivery ratio of each specified advertising template in the target time period. The delivery module is used to deliver all the specified advertising templates to the target advertising position according to the target delivery ratio corresponding to each specified advertising template, so as to control the actual click-through rate of the target advertising position to approach the target click-through rate during the target time period.
[0011] Optionally, as described in the aforementioned ad placement click-through rate control device, the actual click-through rate determination module includes: The first reading unit is used to read real-time log data of advertising placement on the target ad slot during the historical time period. The statistics unit is used to calculate the actual click-through rate of each specified advertising template on the target advertising position during the historical time period, based on the real-time log data.
[0012] Optionally, as described in the aforementioned ad placement click-through rate control device, the delivery ratio determination module is used to: Based on the target click-through rate and the actual click-through rate corresponding to each specified ad template, the optimized objective function is constructed as follows: (target_ctr_a – (x1 * ctr1 + x2 * ctr2 + … + xn * ctrn)) 2 ; Wherein, target_ctr_a is the target click-through rate, the actual click-through rates corresponding to each specified ad template are ctr1, ctr2...ctrn, and x1, x2..., xn are the delivery ratio coefficients corresponding to each specified ad template; The following constraints are obtained from the construction: x1 + x2 + ... + xn <= 1; The objective function is constrained by the constraints, and the value of the delivery ratio coefficient corresponding to each specified advertising template is calculated when the function value of the objective function approaches 0. The value of the delivery ratio coefficient corresponding to each specified advertising template is determined as the target delivery ratio corresponding to each specified advertising template.
[0013] Optionally, as described in the aforementioned ad placement click-through rate control device, the delivery module includes: A storage unit is used to store the target delivery ratio corresponding to each specified advertising template in a data table; The second reading unit is used to respond to the client's online advertising request and read the target delivery ratio corresponding to each specified advertising template from the data table; The delivery unit is used to deliver all the specified advertising templates to the target advertising position according to the target delivery ratio corresponding to each specified advertising template.
[0014] According to another aspect of the embodiments of this application, an electronic device is also provided, including a processor, a communication interface, a memory, and a communication bus, wherein the processor, the communication interface, and the memory communicate with each other through the communication bus; wherein the memory is used to store a computer program; and the processor is used to execute the method steps of any of the above embodiments by running the computer program stored in the memory.
[0015] According to another aspect of the embodiments of this application, a computer-readable storage medium is also provided, wherein a computer program is stored therein, wherein the computer program is configured to execute the method steps of any of the above embodiments when running.
[0016] In this embodiment, the method involves obtaining the target click-through rate (CTR) of a target ad placement within a target time period and the specified ad templates used on that target ad placement; determining the actual CTR of each specified ad template within a historical time period, wherein the historical time period is the time period from the start of the target time period to the current time; determining the target placement ratio corresponding to each specified ad template based on the actual CTR and the actual placement ratio of each specified ad template within the target time period; and placing all specified ad templates on the target ad placement according to the target placement ratio, thereby controlling the actual CTR of the target ad placement to approach the target CTR within the target time period. Because this method determines the target placement ratio corresponding to each specified ad template based on the actual CTR and the actual placement ratio of each specified ad template within the target time period, it can achieve reasonable control over the distribution ratio of different specified ad templates, ensuring that the actual CTR approaches the target CTR, thus achieving the technical effect of accurately controlling the CTR of ad placements and solving the problem of inaccurate control of ad placement CTR in related technologies. Attached Figure Description
[0017] The accompanying drawings, which are incorporated in and form part of this specification, illustrate embodiments consistent with this application and, together with the description, serve to explain the principles of this application.
[0018] To more clearly illustrate the technical solutions in the embodiments of this application or the prior art, the drawings used in the description of the embodiments or the prior art will be briefly introduced below. Obviously, for those skilled in the art, other drawings can be obtained based on these drawings without creative effort.
[0019] Figure 1 This is a schematic diagram of the hardware environment for an optional ad placement click-through rate control method according to an embodiment of this application; Figure 2 This is a flowchart illustrating an optional ad placement click-through rate control method according to an embodiment of this application; Figure 3 This is a flowchart illustrating another optional ad placement click-through rate control method according to an embodiment of this application; Figure 4 This is a structural block diagram of an optional ad placement click-through rate control device according to an embodiment of this application; Figure 5 This is a structural block diagram of an optional electronic device according to an embodiment of this application. Detailed Implementation
[0020] To enable those skilled in the art to better understand the present application, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the accompanying drawings. Obviously, the described embodiments are only some embodiments of the present application, and not all embodiments. Based on the embodiments in the present application, all other embodiments obtained by those of ordinary skill in the art without creative effort should fall within the scope of protection of the present application.
[0021] It should be noted that the terms "first," "second," etc., in the specification, claims, and accompanying drawings of this application are used to distinguish similar objects and are not necessarily used to describe a specific order or sequence. It should be understood that such data can be interchanged where appropriate so that the embodiments of this application described herein can be implemented in orders other than those illustrated or described herein. Furthermore, the terms "comprising" and "having," and any variations thereof, are intended to cover non-exclusive inclusion; for example, a process, method, system, product, or apparatus that comprises a series of steps or units is not necessarily limited to those steps or units explicitly listed, but may include other steps or units not explicitly listed or inherent to such processes, methods, products, or apparatus.
[0022] First, some nouns or terms that appear in the description of the embodiments of this application shall be interpreted as follows: The click-through rate (CTR) of an ad placement refers to the ratio of the number of times an ad is clicked by a user in a specific ad display location (i.e., an "ad placement") to the total number of times the ad is displayed (exposed) in that location.
[0023] According to one aspect of the embodiments of this application, a method for controlling the click-through rate (CTR) of an ad placement is provided. Optionally, in this embodiment, the above-described ad placement CTR control method can be applied to, for example... Figure 1 The hardware environment shown consists of terminal 1402 and server 1404. For example... Figure 1 As shown, server 1404 is connected to terminal 1402 via a network and can be used to provide services (such as game services, application services, etc.) to the terminal or clients installed on the terminal. A database can be set up on the server or independently of the server to provide data storage services for server 1404.
[0024] The aforementioned network may include, but is not limited to, at least one of the following: wired network, wireless network. The aforementioned wired network may include, but is not limited to, at least one of the following: wide area network, metropolitan area network, local area network. The aforementioned wireless network may include, but is not limited to, at least one of the following: Wi-Fi (Wireless Fidelity), Bluetooth. The terminal may not be limited to PC, mobile phone, tablet computer, etc.
[0025] The ad placement click-through rate control method of this application embodiment can be executed by a server, a terminal, or both. Specifically, the ad placement click-through rate control method of this application embodiment can also be executed by a client installed on the terminal.
[0026] Taking the ad slot click-through rate control method in this embodiment, executed by the server, as an example, Figure 2 An ad placement click-through rate control method provided in this application includes the following steps: Step S202: Obtain the target click-through rate of the target ad placement during the target time period and the specified ad template to be used on the target ad placement.
[0027] The ad slot click-through rate control method in this embodiment can be applied to scenarios where the click-through rate of any ad slot in an interface where ads are displayed needs to be controlled, such as scenarios where the click-through rate of desktop ad slots is controlled, scenarios where the click-through rate of ad slots in applications is controlled, scenarios where the click-through rate of ad slots in video playback interfaces is controlled, and scenarios where the click-through rate of other types of ad slots is controlled.
[0028] In this embodiment, the specified ad template can be an ad delivery template suitable for the target ad placement. An ad delivery template is a pre-designed framework or style used to standardize the display format and interaction logic of ad content. It defines how the ad is rendered on the user's device, which elements are presented, and how the user interacts with it. Advertisers or systems only need to fill in the specific ad content (such as images, titles, descriptions, and links) to quickly generate an ad that conforms to platform specifications and has a unified visual appearance.
[0029] In this embodiment, the target click-through rate (CTR) can be the expected CTR that the target ad placement can achieve within a target time period; that is, the target CTR is an expected value. The target time period can be a day, an hour, etc., and can be selected according to the specific requirements for controlling the CTR precision; it is not limited here.
[0030] As an optional implementation method, as described above, step S202, which determines the actual click-through rate of each specified ad template in a historical time period, can be achieved through the following steps: reading real-time log data of ad placement on the target ad position in a historical time period; and based on the real-time log data, calculating the actual click-through rate of each specified ad template on the target ad position in a historical time period.
[0031] Specifically, real-time computing frameworks (such as Flink and Spark Streaming) or batch processing systems (such as Hive and Spark on YARN) can be used to pull real-time log data for the target time period and target ad placement from log storage systems (such as HDFS, S3, and Elasticsearch) or message queues, based on the time information of the target time period and the ad placement ID of the target ad placement. Invalid logs (such as test traffic and bot traffic) are removed, missing fields are filled in, and sensitive information such as user_id is anonymized. Finally, based on the template ID of each specified ad template, the actual click-through rate corresponding to each specified ad template is obtained.
[0032] Step S204: Determine the actual click-through rate of each specified ad template within the historical time period, where the historical time period is the time period from the start time of the target time period to the current time.
[0033] To achieve accurate control over the target ad placement, this embodiment also obtains the actual click-through rate (CTR) for each specified ad template within a historical time period included in the target time period. In other words, multiple specified ad templates are used in the target ad placement, and their CTRs vary due to differences in click areas, display formats, etc. Therefore, determining the actual CTR for each specified ad template during its display in the target ad placement allows for subsequent adjustments to the placement ratio of each specified ad template within the target ad placement based on its actual CTR.
[0034] The actual click-through rate for each specified ad template is the actual click-through rate of each specified ad template in the historical time period. Therefore, the end time of the target time period is later than the current time.
[0035] Step S206: Determine the target delivery ratio for each specified ad template based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template during the target time period.
[0036] Specifically, after obtaining the actual click-through rate (CTR) for each specified ad template and the actual delivery ratio of each specified ad template during the target time period, the contribution value of each specified ad template to the CTR of the target ad placement can be determined. For example, the contribution value of each specified ad template can be obtained by multiplying the actual CTR and the actual delivery ratio. Then, based on this value, the target delivery ratio of each specified ad template can be adjusted to make the actual CTR of the target ad placement approach the target CTR.
[0037] Furthermore, the actual click-through rate (CTR) of the target ad placement can be determined. If the actual CTR of the target ad placement is close to the target CTR (i.e., the error between the actual CTR and the target CTR is within the preset error range), steps S206 and S208 can be skipped, and the current actual delivery ratio can be used to deliver each specified ad template to the target display position.
[0038] As an optional implementation, the method described above can be implemented by the following steps: Step S206 determines the target delivery ratio corresponding to each specified ad template based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template in the target time period: Based on the target click-through rate and the actual click-through rate corresponding to each specified ad template, the optimized objective function is constructed as follows: (target_ctr_a – (x1 * ctr1 + x2 * ctr2 + … + xn * ctrn)) 2 ; Where target_ctr_a is the target click-through rate, the actual click-through rates corresponding to each specified ad template are ctr1, ctr2...ctrn, and x1, x2..., xn are the delivery ratio coefficients corresponding to each specified ad template; The following constraints are obtained from the construction: x1 + x2 + ... + xn <= 1; The calculation yields the value of the delivery ratio coefficient corresponding to each specified ad template when the objective function approaches 0, constrained by the constraint conditions. The value of the delivery ratio coefficient corresponding to each specified ad template is then determined as the target delivery ratio corresponding to each specified ad template.
[0039] In other words, let the target click-through rate (CTR) for the target ad placement be denoted as `target_ctr_a`. If there are n specified ad templates with corresponding actual CTRs of `ctr1`, `ctr2`, ..., `ctrn`, then the target is `target_ctr_a = x1 * ctr1 + x2 * ctr2 + ... + xn * ctrn`. Optionally, x1, x2, ..., xn can be calculated using the `minimize` function; the optimized objective function is then `(target_ctr_a – (x1 * ctr1 + x2 * ctr2 + ... + xn * ctrn))`. 2The constraint is x1+x2+…+xn<= 1; based on the optimization algorithm iteration, when the objective function is infinitely close to 0 (that is, the actual click-through rate of the target ad slot approaches the target click-through rate), the obtained x1, x2…, xn are the optimal parameters, and the value corresponding to the optimal parameter is determined as the target delivery ratio corresponding to each specified ad template.
[0040] Step S208: According to the target delivery ratio corresponding to each specified ad template, all specified ad templates are delivered in the target ad slots to control the actual click-through rate of the target ad slots to approach the target click-through rate during the target time period.
[0041] Specifically, after determining the target delivery ratio for each specified ad template, the allocation ratio of different specified ad templates can be adjusted according to the target delivery ratio of each specified ad template, so as to achieve the goal of the actual click-through rate of the ad being within the range indicated by the controlled target click-through rate.
[0042] like Figure 3 As shown, as an optional implementation, the method described above can be implemented by the following steps: Step S208 involves placing all specified ad templates in the target ad slots according to the target placement ratio corresponding to each specified ad template. Step S302: Store the target delivery ratio corresponding to each specified ad template in the data table.
[0043] Specifically, after calculating the target delivery ratio for each specified ad template, it can be stored in a MySQL table (i.e., an optional data table).
[0044] Step S304: In response to the client's online advertising request, read the target delivery ratio corresponding to each specified advertising template from the data table.
[0045] In other words, once an online advertising request is received from the client, the target delivery ratio for each specified advertising template in the data table can be read.
[0046] Step S306: According to the target delivery ratio corresponding to each specified ad template, deliver all specified ad templates in the target ad slots.
[0047] Specifically, after obtaining the target delivery ratio, the specified ad templates can be allocated according to the target delivery ratio, and the ads can be placed in the target ad slots on each client.
[0048] Furthermore, it can also adjust based on feedback in real time. That is, it can obtain the latest actual click-through rate for each specified ad template at a fixed frequency, and then adjust the allocation ratio of each specified ad template to obtain the latest delivery ratio, so as to achieve the goal that the actual click-through rate of the target ad slot is within the controllable target click-through rate range during the target time period.
[0049] In this embodiment, the method involves obtaining the target click-through rate (CTR) of the target ad placement within a target time period and the specified ad templates used on the target ad placement; determining the actual CTR of each specified ad template within the target time period, wherein the actual CTR of each specified ad template is the actual CTR of each specified ad template during the historical time period from the start time of the target time period to the current time; determining the target delivery ratio corresponding to each specified ad template based on the actual CTR and the actual delivery ratio of each specified ad template within the target time period; and delivering all specified ad templates on the target ad placement according to the target delivery ratio of each specified ad template, thereby controlling the actual CTR of the target ad placement to approach the target CTR within the target time period. Because this method determines the target delivery ratio corresponding to each specified ad template based on the actual CTR and the actual delivery ratio of each specified ad template within the target time period, it can reasonably control the delivery ratio of different specified ad templates, ensuring that the actual CTR approaches the target CTR, thus achieving the technical effect of accurately controlling the CTR of the ad placement and solving the problem of inaccurate control of ad placement CTR in related technologies.
[0050] It should be noted that, for the sake of simplicity, the foregoing method embodiments are all described as a series of actions. However, those skilled in the art should understand that this application is not limited to the described order of actions, as some steps may be performed in other orders or simultaneously according to this application. Furthermore, those skilled in the art should also understand that the embodiments described in the specification are preferred embodiments, and the actions and modules involved are not necessarily essential to this application.
[0051] Through the above description of the embodiments, those skilled in the art can clearly understand that the methods according to the above embodiments can be implemented by means of software plus necessary general-purpose hardware platforms. Of course, they can also be implemented by hardware, but in many cases the former is a better implementation method. Based on this understanding, the technical solution of this application, in essence, or the part that contributes to the prior art, can be embodied in the form of a software product. This computer software product is stored in a storage medium (such as ROM (Read-Only Memory) / RAM (Random Access Memory), magnetic disk, optical disk), and includes several instructions to cause a terminal device (which may be a mobile phone, computer, server, or network device, etc.) to execute the methods described in the various embodiments of this application.
[0052] According to another aspect of the embodiments of this application, an ad placement click-through rate (CTR) control device for implementing the above-described ad placement click-through rate control method is also provided. Figure 4 This is a structural block diagram of an optional ad placement click-through rate control device according to an embodiment of this application, such as... Figure 4 As shown, the device may include: Module 41 is used to obtain the target click-through rate of the target ad slot during the target time period and the specified ad template used to place the ad on the target ad slot; The actual click-through rate determination module 42 is used to determine the actual click-through rate of each specified ad template in the historical time period, wherein the historical time period is the time period from the start time of the target time period to the current time. The delivery ratio determination module 43 is used to determine the target delivery ratio corresponding to each specified ad template based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template in the target time period. The delivery module 44 is used to deliver all specified ad templates to the target ad slots according to the target delivery ratio corresponding to each specified ad template, so as to control the actual click-through rate of the target ad slots to approach the target click-through rate during the target time period.
[0053] It should be noted that the acquisition module 41 in this embodiment can be used to perform the above step S202, the actual click-through rate determination module 42 in this embodiment can be used to perform the above step S204, the delivery ratio determination module 43 in this embodiment can be used to perform the above step S206, and the delivery module 44 in this embodiment can be used to perform the above step S208.
[0054] As an optional implementation, such as the aforementioned ad placement click-through rate control device, the actual click-through rate determination module 42 includes: The first reading unit is used to read real-time log data of advertising placement in the target ad slot during the historical time period; The statistics unit is used to calculate the actual click-through rate of each specified ad template on the target ad slot within a historical time period, based on real-time log data.
[0055] As an optional implementation, such as the aforementioned ad placement click-through rate control device, the placement ratio determination module 43 is used for: Based on the target click-through rate and the actual click-through rate corresponding to each specified ad template, the optimized objective function is constructed as follows: (target_ctr_a – (x1 * ctr1 + x2 * ctr2 + … + xn * ctrn)) 2 ; Where target_ctr_a is the target click-through rate, the actual click-through rates corresponding to each specified ad template are ctr1, ctr2...ctrn, and x1, x2..., xn are the delivery ratio coefficients corresponding to each specified ad template; The following constraints are obtained from the construction: x1 + x2 + ... + xn <= 1; The calculation yields the delivery ratio coefficient corresponding to each specified ad template when the objective function approaches 0, constrained by the constraint conditions. The value of the delivery ratio coefficient corresponding to each specified ad template is then determined as the target delivery ratio corresponding to each specified ad template.
[0056] As an optional implementation, such as the aforementioned ad placement click-through rate control device, the delivery module 44 includes: The storage unit is used to store the target delivery ratio corresponding to each specified ad template in the data table; The second reading unit is used to respond to the client's online advertising request and read the target delivery ratio corresponding to each specified advertising template from the data table; The delivery unit is used to deliver all specified ad templates to the target ad slots according to the target delivery ratio corresponding to each specified ad template.
[0057] In addition to the modules described above, the apparatus in this embodiment may also include modules that execute any method in any of the aforementioned ad slot click-through rate control methods.
[0058] It should be noted that the examples and application scenarios implemented by the above modules and corresponding steps are the same, but are not limited to the content disclosed in the above embodiments. It should also be noted that the above modules, as part of a device, can operate in environments such as... Figure 1The hardware environment shown can be implemented through software or hardware, and the hardware environment includes the network environment.
[0059] According to another aspect of the embodiments of this application, an electronic device for implementing the above-described ad placement click-through rate control method is also provided. The electronic device may be a server, a terminal, or a combination thereof.
[0060] According to another embodiment of this application, an electronic device is also provided, comprising: Figure 5 As shown, the electronic device may include: a processor 1501, a communication interface 1502, a memory 1503, and a communication bus 1504, wherein the processor 1501, the communication interface 1502, and the memory 1503 communicate with each other through the communication bus 1504.
[0061] Memory 1503 is used to store computer programs; When processor 1501 executes the program stored in memory 1503, it performs the following steps: Step S202: Obtain the target click-through rate of the target ad placement during the target time period and the specified ad template to be used on the target ad placement.
[0062] Step S204: Determine the actual click-through rate of each specified ad template within the historical time period, where the historical time period is the time period from the start time of the target time period to the current time.
[0063] Step S206: Determine the target delivery ratio for each specified ad template based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template during the target time period.
[0064] Step S208: According to the target delivery ratio corresponding to each specified ad template, all specified ad templates are delivered in the target ad slots to control the actual click-through rate of the target ad slots to approach the target click-through rate during the target time period.
[0065] Optionally, in this embodiment, the communication bus can be a PCI (Peripheral Component Interconnect) bus or an EISA (Extended Industry Standard Architecture) bus, etc. This communication bus can be divided into an address bus, a data bus, a control bus, etc. For ease of illustration, only one thick line is used to represent it in the figure, but this does not mean that there is only one bus or one type of bus. The communication interface is used for communication between the aforementioned electronic device and other devices.
[0066] The memory may include random access memory (RAM) or non-volatile memory (NVM), such as at least one disk storage device. Optionally, the memory may also be at least one storage device located remotely from the aforementioned processor.
[0067] As an example, the memory 1503 may include, but is not limited to, the acquisition module 41, the actual click-through rate determination module 42, the placement ratio determination module 43, and the placement module 44 from the aforementioned ad placement click-through rate control device. Furthermore, it may include, but is not limited to, other module units from the aforementioned ad placement click-through rate control device, which will not be elaborated upon in this example.
[0068] The processor mentioned above can be a general-purpose processor, including but not limited to: CPU (Central Processing Unit), NP (Network Processor), etc.; it can also be DSP (Digital Signal Processor), ASIC (Application Specific Integrated Circuit), FPGA (Field-Programmable Gate Array) or other programmable logic devices, discrete gate or transistor logic devices, discrete hardware components.
[0069] This application also provides a computer-readable storage medium, which includes a stored program, wherein the program executes the method steps of the above method embodiments when it runs.
[0070] Optionally, in this embodiment, the storage medium may include, but is not limited to, various media capable of storing program code, such as USB flash drives, ROMs, RAMs, portable hard drives, magnetic disks, or optical disks.
[0071] The sequence numbers of the embodiments in this application are for descriptive purposes only and do not represent the superiority or inferiority of the embodiments.
[0072] If the integrated units in the above embodiments are implemented as software functional units and sold or used as independent products, they can be stored in the aforementioned computer-readable storage medium. Based on this understanding, the technical solution of this application, in essence, or the part that contributes to the prior art, or all or part of the technical solution, can be embodied in the form of a software product. This computer software product is stored in a storage medium and includes several instructions to cause one or more computer devices (which may be personal computers, servers, or network devices, etc.) to execute all or part of the steps of the methods described in the various embodiments of this application.
[0073] In the above embodiments of this application, the descriptions of each embodiment have different focuses. For parts not described in detail in a certain embodiment, please refer to the relevant descriptions of other embodiments.
[0074] In the several embodiments provided in this application, it should be understood that the disclosed client can be implemented in other ways. The device embodiments described above are merely illustrative; for example, the division of units is only a logical functional division, and in actual implementation, there may be other division methods. For example, multiple units or components may be combined or integrated into another system, or some features may be ignored or not executed. Furthermore, the coupling or direct coupling or communication connection shown or discussed may be through some interfaces, indirect coupling or communication connection between units or modules, and may be electrical or other forms.
[0075] The units described as separate components may or may not be physically separate. The components shown as units may or may not be physical units; that is, they may be located in one place or distributed across multiple network units. Some or all of the units can be selected to achieve the purpose of the solution provided in this embodiment, depending on actual needs.
[0076] Furthermore, the functional units in the various embodiments of this application can be integrated into one processing unit, or each unit can exist physically separately, or two or more units can be integrated into one unit. The integrated unit can be implemented in hardware or as a software functional unit.
[0077] The above description is only a preferred embodiment of this application. It should be noted that for those skilled in the art, several improvements and modifications can be made without departing from the principle of this application, and these improvements and modifications should also be considered within the scope of protection of this application.
Claims
1. A method for controlling the click-through rate of an ad placement, characterized in that, include: Obtain the target click-through rate of the target ad placement within the target time period and the specified ad template to be used on the target ad placement; Determine the actual click-through rate for each specified ad template within a historical time period, wherein the historical time period is the time period from the start time of the target time period to the current time; The target delivery ratio corresponding to each specified ad template is determined based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template in the target time period. According to the target delivery ratio corresponding to each specified ad template, all the specified ad templates are delivered to the target ad slot, so as to control the actual click-through rate of the target ad slot to approach the target click-through rate during the target time period.
2. The method according to claim 1, characterized in that, Determining the actual click-through rate for each specified ad template within a historical time period includes: Read the real-time log data of advertising placement on the target ad slot during the historical time period; Based on the real-time log data, the actual click-through rate of each specified ad template on the target ad slot is calculated during the historical time period.
3. The method according to claim 1, characterized in that, The step of determining the target delivery ratio for each specified ad template based on the actual click-through rate corresponding to each specified ad template and the actual delivery ratio of each specified ad template during the target time period includes: Based on the target click-through rate and the actual click-through rate corresponding to each specified ad template, the optimized objective function is constructed as follows: (target_ctr_a – (x1 * ctr1 + x2 * ctr2 + … + xn * ctrn)) 2 ; Wherein, target_ctr_a is the target click-through rate, the actual click-through rates corresponding to each specified ad template are ctr1, ctr2...ctrn, and x1, x2..., xn are the delivery ratio coefficients corresponding to each specified ad template; The following constraints are obtained from the construction: x1 + x2 + ... + xn <= 1; The objective function is constrained by the constraints, and the value of the delivery ratio coefficient corresponding to each specified advertising template is calculated when the function value of the objective function approaches 0. The value of the delivery ratio coefficient corresponding to each specified advertising template is determined as the target delivery ratio corresponding to each specified advertising template.
4. The method according to claim 1, characterized in that, The step of placing all the specified ad templates in the target ad slot according to the target placement ratio corresponding to each specified ad template includes: The target delivery ratio corresponding to each specified ad template is stored in a data table; In response to the client's online advertising request, the target delivery ratio corresponding to each specified advertising template is read from the data table; According to the target delivery ratio corresponding to each specified ad template, all the specified ad templates are delivered in the target ad slot.
5. A device for controlling the click-through rate of an ad placement, characterized in that, include: The acquisition module is used to acquire the target click-through rate of the target ad placement during the target time period and the specified ad template used on the target ad placement; The actual click-through rate determination module is used to determine the actual click-through rate of each specified ad template in a historical time period, wherein the historical time period is the time period from the start time of the target time period to the current time. The delivery ratio determination module is used to determine the target delivery ratio corresponding to each specified advertising template based on the actual click-through rate corresponding to each specified advertising template and the actual delivery ratio of each specified advertising template in the target time period. The delivery module is used to deliver all the specified advertising templates to the target advertising position according to the target delivery ratio corresponding to each specified advertising template, so as to control the actual click-through rate of the target advertising position to approach the target click-through rate during the target time period.
6. The ad placement click-through rate control device according to claim 5, characterized in that, The actual click-through rate determination module includes: The first reading unit is used to read real-time log data of advertising placement on the target ad slot during the historical time period. The statistics unit is used to calculate the actual click-through rate of each specified advertising template on the target advertising position during the historical time period, based on the real-time log data.
7. The ad slot click-through rate control device according to claim 5, characterized in that, The delivery ratio determination module is used for: Based on the target click-through rate and the actual click-through rate corresponding to each specified ad template, the optimized objective function is constructed as follows: (target_ctr_a – (x1 * ctr1 + x2 * ctr2 + … + xn * ctrn)) 2 ; Wherein, target_ctr_a is the target click-through rate, the actual click-through rates corresponding to each specified ad template are ctr1, ctr2...ctrn, and x1, x2..., xn are the delivery ratio coefficients corresponding to each specified ad template; The following constraints are obtained from the construction: x1 + x2 + ... + xn <= 1; The objective function is constrained by the constraints, and the value of the delivery ratio coefficient corresponding to each specified advertising template is calculated when the function value of the objective function approaches 0. The value of the delivery ratio coefficient corresponding to each specified advertising template is determined as the target delivery ratio corresponding to each specified advertising template.
8. The ad placement click-through rate control device according to claim 5, characterized in that, The delivery module includes: A storage unit is used to store the target delivery ratio corresponding to each specified advertising template in a data table; The second reading unit is used to respond to the client's online advertising request and read the target delivery ratio corresponding to each specified advertising template from the data table; The delivery unit is used to deliver all the specified advertising templates to the target advertising position according to the target delivery ratio corresponding to each specified advertising template.
9. An electronic device comprising a processor, a communication interface, a memory, and a communication bus, wherein, The processor, the communication interface, and the memory communicate with each other via the communication bus, characterized in that... The memory is used to store computer programs; The processor is configured to perform the method of any one of claims 1 to 7 by running the computer program stored in the memory.
10. A computer-readable storage medium, characterized in that, The storage medium stores a computer program, wherein the computer program is configured to execute the method described in any one of claims 1 to 7 when run on a processor.