Advertisement delivery method and device, electronic equipment, storage medium and program product

Abstract

In some cases related to the field of computer and advertisement putting technology, an advertisement putting method, device, electronic equipment, storage medium and program product are disclosed, wherein the method comprises: obtaining a first advertisement to be put, the first advertisement being created for a first putting object; obtaining advertisement putting information of a second putting object; in response to the advertisement putting information, circumscribing the first advertisement, obtaining a first resource of the first putting object for the first advertisement, and obtaining a second resource of the second putting object for the first advertisement; and putting the first advertisement based on the first resource and the second resource. Thus, the joint putting of the first putting object and the second putting object for the same first advertisement is realized, so that the advertisement putting system can support the joint putting mode of multiple parties and meet the putting demand of multiple parties.

Description

Technical Field

[0001] In some cases, the technology of computer and advertising delivery is involved, specifically advertising delivery methods, devices, electronic equipment, storage media, and program products. Background Technology

[0002] The ad delivery system deployed in an ad delivery application is the core hub of the internet advertising ecosystem, connecting advertisers (i.e., demand side), media / traffic providers (i.e., supply side), and users (traffic audience). Through a "real-time bidding and intelligent matching" mechanism, it quickly filters, sorts, prices, and displays ads when users trigger ad requests (such as opening a webpage, watching short videos, or searching keywords). Currently, most ad delivery models in ad delivery systems are independent auction models, which make it difficult to support multiple parties jointly advertising the same ad. Summary of the Invention

[0003] In some cases, an advertising delivery method, device, electronic device, storage medium, and program product are provided to address the difficulty in supporting joint advertising by multiple parties for the same advertisement.

[0004] In a first aspect, an advertising delivery method is provided, comprising: acquiring a first advertisement to be delivered, wherein the first advertisement is created by a first target audience; acquiring advertising delivery information of a second target audience; in response to the advertising delivery information, identifying the first advertisement, acquiring a first resource of the first target audience for the first advertisement, and acquiring a second resource of the second target audience for the first advertisement; and delivering the first advertisement based on the first resource and the second resource.

[0005] Secondly, an advertising delivery device is provided, comprising: an advertising acquisition module for acquiring a first advertisement to be delivered, the first advertisement being created by a first target audience; a delivery information acquisition module for acquiring advertising delivery information of a second target audience; a resource acquisition module for identifying the first advertisement in response to the advertising delivery information, acquiring a first resource of the first target audience for the first advertisement, and acquiring a second resource of the second target audience for the first advertisement; and a delivery module for delivering the first advertisement based on the first resource and the second resource.

[0006] Thirdly, an electronic device is provided, comprising: a memory and a processor, the memory and the processor being communicatively connected to each other, the memory storing computer instructions, and the processor executing the computer instructions to perform the advertising delivery method of the first aspect or any corresponding embodiment thereof.

[0007] Fourthly, a computer-readable storage medium is provided, on which computer instructions are stored, for causing a computer to perform the advertising delivery method of the first aspect or any corresponding embodiment thereof.

[0008] Fifthly, a computer program product is provided, including computer instructions for causing a computer to execute the advertising delivery method described in the first aspect or any corresponding embodiment thereof.

[0009] In the aforementioned advertising delivery method, apparatus, electronic device, storage medium, and program product, the first advertisement created by the first delivery target and the advertising delivery information of the second delivery target are obtained, and then the first advertisement is matched with the advertising delivery information. When the advertising delivery information matches the first advertisement, it can be determined that the advertising delivery information targets the first advertisement. At this time, the first advertisement is used as a jointly delivered advertisement, and the first resource and second resource of the first delivery target and the second delivery target for the first advertisement are obtained respectively. Subsequently, the first advertisement is delivered according to the first resource and the second resource, realizing the joint delivery of the first advertisement by the first delivery target and the second delivery target for the same first advertisement. This enables the advertising delivery system to support multi-party joint advertising modes and meet the needs of multi-party advertising. Attached Figure Description

[0010] To more clearly illustrate the specific implementation methods or technical solutions in the prior art under certain circumstances, the accompanying drawings used in the description of the specific implementation methods or prior art will be briefly introduced below. Obviously, the accompanying drawings described below are some implementation methods under certain circumstances. For those skilled in the art, other drawings can be obtained from these drawings without creative effort.

[0011] Figure 1 These are schematic diagrams illustrating application scenarios in various situations;

[0012] Figure 2 This is a flowchart illustrating the first step in advertising placement methods under certain circumstances; Figure 3 This is a diagram illustrating the collaboration between platforms and merchants in certain situations; Figure 4 This is a flowchart illustrating the second approach to ad placement in certain scenarios; Figure 5 These are illustrations of ad targeting pages in some scenarios; Figure 6 These are illustrations of ad creation pages in some scenarios; Figure 7 This is a flowchart illustrating the third method of advertising placement in some situations; Figure 8 This is a flowchart illustrating the fourth method of advertising placement in some situations; Figure 9 This is a flowchart illustrating the counterfactual search process in some scenarios; Figure 10 This refers to the intent of data stream diversion in certain situations; Figure 11 These are schematic diagrams illustrating conversion data in some scenarios; Figure 12 These are specific illustrations of joint advertising campaigns in certain scenarios; Figure 13 These are structural diagrams of advertising placement devices in some scenarios; Figure 14 These are schematic diagrams of the hardware structure of electronic devices in some scenarios. Detailed Implementation

[0013] To make the objectives, technical solutions, and advantages in some situations clearer, the technical solutions in some situations will be clearly and completely described below with reference to the accompanying drawings. Obviously, the described technical solutions are only some embodiments, not all embodiments. Based on the embodiments in some situations, all other embodiments obtained by those skilled in the art without creative effort are within the scope of protection.

[0014] It is understood that before using the technical solutions disclosed in the various embodiments under certain circumstances, users should be informed of the type, scope of use, and usage scenarios of the personal information involved in an appropriate manner in accordance with relevant laws and regulations, and user authorization should be obtained.

[0015] For example, upon receiving a user's active request, a prompt message is sent to the user to explicitly inform them that the requested operation will require the acquisition and use of the user's personal information. This allows the user to independently choose whether to provide personal information to the software or hardware, such as the electronic device, application, server, or storage medium performing the operations of this disclosed technical solution, based on the prompt message.

[0016] As an optional but non-limiting implementation, in response to a user's active request, sending a prompt message to the user can be done via a pop-up window, where the prompt message can be presented in text format. Furthermore, the pop-up window can also include a selection control allowing the user to choose "agree" or "disagree" to provide personal information to the electronic device.

[0017] It is understood that the above notification and user authorization process are merely illustrative and do not constitute a limitation on the implementation of this disclosure. Other methods that comply with relevant laws and regulations may also be applied to the implementation of this disclosure.

[0018] It is understood that the data involved in this technical solution (including but not limited to the data itself, the acquisition or use of the data) shall comply with the requirements of relevant laws, regulations and related provisions.

[0019] The terms "first" and "second" are used for descriptive purposes only and should not be construed as indicating or implying relative importance or implicitly specifying the number of technical features indicated. Therefore, a feature marked "first" or "second" may explicitly or implicitly include one or more of that feature. In some descriptions, "multiple" means two or more, unless otherwise explicitly specified.

[0020] The advertising delivery system deployed in advertising applications is the core hub of the internet advertising ecosystem, aiming to achieve a three-way balance between maximizing media revenue, maximizing advertiser ROI (Return on Investment), and balancing user experience. Currently, most advertising delivery systems operate on an independent auction model. For a single ad target, the system allows advertisers to bid independently, and the system determines the competition outcome based on the advertiser's bid and the system's value. Billing the winner is done through incentive-compatible / approximate incentive-compatible resource calculation methods such as VCG (Vickrey-Clarke-Groves) or GSP (Generalized Second Price). However, this approach makes it difficult to support multiple parties jointly advertising the same ad.

[0021] Based on this, by enabling joint advertising by both parties in aspects such as ad creation, placement process, and resource allocation, the advertising placement system can support multi-party joint advertising models and meet the advertising needs of multiple parties.

[0022] As an optional application scenario in some situations, such as Figure 1 As shown, an advertising application 101 is installed in the electronic device 110, and an advertising system is deployed in the advertising application 101. The user 130 can interact with the advertising application 101 through the electronic device 110 and / or the access device of the electronic device 110.

[0023] For example, the ad-serving application 101 can be any application that provides question-and-answer information about ad-serving services. For instance, ad-serving application 101 could be an ad creation application. Figure 1 In the application scenario shown, if the ad-serving application 101 is active, the electronic device 110 can display the interface 102 of the ad-serving application 101. The interface 102 may include various pages that the ad-serving application 101 can provide, such as ad placement pages, ad targeting pages, ad creation pages, ad data display pages, etc.

[0024] In some embodiments, electronic device 110 is communicatively connected to server 120 to provide services to advertising delivery application 101. Electronic device 110 may be a mobile terminal, fixed terminal, or portable terminal, etc., including but not limited to mobile phones, desktop computers, laptop computers, multimedia tablets, e-book devices, gaming devices, or any combination thereof, including accessories and peripherals of these devices or any combination thereof. In some embodiments, electronic device 110 may also support any type of interface, and server 120 may be various types of computing systems or servers capable of providing computing power, including but not limited to mainframes, edge computing nodes, computing devices in cloud environments, etc.

[0025] It should be noted that, Figure 1 This is merely an example of an application scenario and does not limit the scope of protection.

[0026] The following description, in conjunction with the accompanying drawings, outlines some embodiments. It should be understood that the pages shown in the drawings are merely examples, and various page designs are possible in practice. The various graphic elements on the page may have different arrangements and different visual representations; one or more elements may be omitted or replaced, and one or more other elements may also be present, without any limitation herein. It should be understood that the actions described relative to electronic device 110 can be performed by advertising application 101 on electronic device 110, or by advertising application 101 in conjunction with its server (e.g., server 120).

[0027] According to certain circumstances, an embodiment of an advertising delivery method is provided. It should be noted that the steps shown in the flowchart in the accompanying drawings can be executed in a computer system such as a set of computer-executable instructions. Furthermore, although a logical order is shown in the flowchart, in some cases, the steps shown or described may be executed in a different order than that shown here.

[0028] In some cases, an advertising delivery method is provided that can be used in advertising applications on electronic devices such as mobile phones, tablets, and computers. Figure 2 These are flowcharts illustrating advertising placement methods in various scenarios, such as... Figure 2 As shown, the process includes the following steps: Step S201: Obtain the first advertisement to be placed, which is created for the first target audience.

[0029] The first advertisement is an ad created by the primary target audience based on the product's creative materials. It recommends the items included in the product's creative materials. For example, product creative materials may include clothing, appliances, furniture, etc.

[0030] Accordingly, the first target audience can be the advertiser who creates the advertisement, and the advertising objective of the first target audience is for users to purchase specific items from specific stores. For example, the first target audience can include merchants.

[0031] In a specific scenario, the first target audience can create an ad within the advertising application based on the product materials and their related information (such as placement media, style requirements, and presentation format), resulting in a first ad. With the bid information provided by the first target audience, the first ad enters the pending placement process. Correspondingly, the advertising application can then retrieve the first ad that has entered the pending placement process.

[0032] Step S202: Obtain the advertising delivery information of the second target audience.

[0033] The second target audience is different from the first target audience. The advertising goal of the second target audience is to increase the number of users using the platform. For example, the second target audience may include a shopping platform, and the advertising goal of the second target audience is to get users to make specific purchases within the designated shopping platform application (APP).

[0034] The ad placement information is the information created by the second target audience to achieve their advertising goals. In a specific scenario, the second target audience can create ads based on audience targeting information within an ad placement application to obtain the corresponding ad placement information.

[0035] Step S203: In response to the ad placement information identifying the first ad, obtain the first resource of the first target audience for the first ad, and obtain the second resource of the second target audience for the first ad.

[0036] The first resource is the budget resources allocated to the first advertising target; the second resource is the budget resources allocated to the first advertising target.

[0037] When the first and second target audiences achieve advertising goals, they will exhibit consistent behaviors. Based on this, the first advertisement created by the first target audience and the advertising information created by the second target audience can be combined.

[0038] For example, in e-commerce scenarios, shopping platforms use advertising to capture the behavior of specific users (including new users and returning customers) within their app. Some of these behaviors align with the purchases of specific products that merchants aim to achieve through advertising, thus creating significant potential for collaboration. By combining these behaviors within this collaborative space, joint advertising can be implemented, such as... Figure 3 As shown.

[0039] The desired behavior of the ad placement information is matched with the desired behavior of the first advertisement to determine whether the ad placement information can be combined with the first advertisement. If the ad placement information can be combined with the first advertisement, it can be determined that the ad placement information targets the first advertisement, that is, the first advertisement is a joint ad placement for the first and second target audiences.

[0040] At this point, the advertising application can obtain the first resource provided by the first target audience for the first advertisement, and the second resource provided by the second target audience for the joint advertising (i.e., the first advertisement).

[0041] Step S204: Execute the first advertisement based on the first resource and the second resource.

[0042] The first resource is combined with the second resource to obtain a merged resource. During the advertising process, the merged resource is used to participate in the ad placement ranking within the advertising application to compete for the first ad placement. If the merged resource wins the placement competition, the first ad will be placed.

[0043] The advertising placement method described above involves acquiring a first advertisement created by a first placement target and advertising placement information from a second placement target, and then matching the first advertisement with the advertising placement information. When the advertising placement information matches the first advertisement, it can be determined that the advertising placement information targets the first advertisement. At this point, the first advertisement is used as a joint placement advertisement, and the first and second resources of the first and second placement targets for the first advertisement are acquired respectively. Subsequently, the first advertisement is placed according to the first and second resources, realizing joint placement of the same first advertisement by the first and second placement targets. This allows the advertising placement system to support multi-party joint advertising models and meet the needs of multiple parties.

[0044] In some cases, an advertising delivery method is provided that can be used in advertising applications on electronic devices such as mobile phones, tablets, and computers. Figure 4 These are flowcharts illustrating advertising placement methods in various scenarios, such as... Figure 4 As shown, the process includes the following steps: Step S301: Obtain the first advertisement to be delivered. The first advertisement is created by the first target audience. For details, please refer to the relevant descriptions of the corresponding steps in the above embodiments, which will not be repeated here.

[0045] Step S302: Obtain the advertising placement information of the second target audience.

[0046] Specifically, the advertising placement information includes targeting information, which is used to target advertisements that support joint advertising campaigns. Accordingly, step S302 above includes: Step S3021: Display the advertising placement page, which includes targeting controls.

[0047] The ad placement page is the interactive interface provided by the ad placement application. The ad placement page includes targeting controls, which can be placed above the top-level menu bar of the ad placement page, such as... Figure 5 As shown.

[0048] In certain specific scenarios, when the second target audience creates an ad, they launch the ad delivery application. Correspondingly, the ad delivery application can respond to the second target audience's application launch action by displaying the ad delivery page.

[0049] Step S3022: In response to the trigger operation on the targeting control, the ad targeting page is displayed. The ad targeting page includes a first targeting metric and a second targeting metric. The first targeting metric specifies the scope of the first target audience, and the second targeting metric is used to bind a specific ad.

[0050] The ad targeting page is used to edit targeting information for joint ad campaigns. For example... Figure 5 As shown, the second target can trigger the targeting controls set on the ad delivery page, and correspondingly, the ad delivery application can respond to the second target's response to the targeting control 51 (such as...). Figure 5 The "Joint Tools" shown will trigger an action that switches the ad delivery page to the ad targeting page 52.

[0051] The ad targeting page 52 includes a first targeting metric, which expresses the targeting scope of the second target audience relative to the first target audience. For example, the first targeting metric may include resource allocation mode and resource scope. Each advertiser can only select one resource allocation mode; the resource scope is expressed based on the landing page domain and the targeting conditions for the first target audience.

[0052] Meanwhile, a second targeting metric is set on the ad targeting page 52. This second targeting metric expresses the ads to be delivered that the second target audience is bound to. There can be multiple ads bound to the second targeting metric, such as 10. In a specific scenario, the second targeting metric can be an RTA ID of an ad in service, which can be any of the first ads created by the first target audience.

[0053] Step S3023: In response to the editing operation on the first and second orientation indicators, orientation information is obtained.

[0054] The second target audience edits the metrics corresponding to the first and second targeting metrics based on the advertising objectives. Correspondingly, the advertising application responds to the second target audience's editing operations on the first and second targeting metrics, obtaining the corresponding targeting information, such as... Figure 5 As shown.

[0055] Specifically, the ad placement page includes a creation control 53, which can be set in the top-level menu bar of the ad placement page, such as... Figure 5 As shown. The advertising placement information includes first-level creation information and second-level creation information. The first-level creation information represents the information required to create an ad independently; the second-level creation information represents the ad-related information.

[0056] Accordingly, step S302 above includes: Step S3024: In response to the trigger operation on the creation control, the ad creation page is displayed. The ad creation page includes a first creation indicator and a second creation indicator. The first creation indicator is used to create an ad, and the second creation indicator is used to associate the first ad.

[0057] The ad creation page is used by a second target audience to create ads. For example... Figure 6 As shown. The second target audience can trigger the creation control 53 set on the ad placement page (such as...). Figure 6 As shown in the “bidding promotion”, the advertising application can respond to the second target object’s trigger operation on the creation control 53 and switch from the advertising page to the advertising creation page 54.

[0058] The first creation metric is set on the ad creation page 54. The first creation metric expresses the second target audience's needs for ad creation. For example, the first creation metric may include budget resources, text materials, multimedia materials, and delivery mode.

[0059] Meanwhile, a second creation metric is set on the ad creation page 54 to indicate whether the currently created ad should be associated with the first ad. For example, the second creation metric can be the RTA ID of the ad in service, which can be any of the first ads created by the first target audience.

[0060] Step S3025: In response to the editing operation on the first creation indicator, the first creation information is obtained.

[0061] The second target audience edits the first creative indicator in the corresponding indicator editing area according to the advertising goals. Correspondingly, the advertising application can respond to the second target audience's editing operation of the first creative indicator, obtain the corresponding first creative information, and express the individual advertising information required by the second target audience through the first creative information.

[0062] Step S3026: In response to the editing operation on the second creation indicator, obtain the second creation information; The second target audience edits the second creative indicator in the corresponding indicator editing area according to the advertising goals. Correspondingly, the advertising application can respond to the second target audience's editing operation of the second creative indicator, obtain the corresponding second creative information, and express the joint advertising information required by the second target audience through the second creative information.

[0063] In some optional cases, the above method also includes: in response to the second creation information being empty, creating a second advertisement using the first creation information.

[0064] The second creative metric is optional. If the second target audience has not edited the information in the metric editing area corresponding to the second creative metric, it means that the second creative information is empty, i.e., the second target audience needs to be advertised separately. In this case, the advertising application can use the first creative information to create the second advertisement. The second advertisement can then be scheduled for use within the budget resources provided by the second target audience.

[0065] In the above scenario, the ability to create a second advertisement independently based on the first created information is supported, thus meeting the individual advertising needs of the second target audience.

[0066] Step S303: In response to the ad placement information identifying the first ad, obtain the first resource of the first target audience for the first ad, and obtain the second resource of the second target audience for the first ad. For details, please refer to the relevant descriptions of the corresponding steps in the embodiments shown above, which will not be repeated here.

[0067] Step S304: Execute the first advertisement based on the first resource and the second resource.

[0068] Specifically, step S304 includes: Step S3041: Merge the first resource and the second resource to obtain the third resource.

[0069] In some specific situations, the first resource and the second resource can be superimposed and merged to obtain the corresponding third resource, which can be expressed as: Third resource = First resource + Second resource.

[0070] In other specific situations, the first and second resources can be weighted and merged to obtain a corresponding third resource, which can be represented as: Third resource = N1 × First resource + N2 × Second resource.

[0071] Wherein, N1 and N2 are the weights corresponding to the first resource and the second resource, respectively, and the sum of the weights of N1 and N2 is 1.

[0072] The first resource mentioned above can be the product of the advertising resources set for the first target audience and the estimated advertising value coefficient; the second resource can be the product of the advertising resources set for the second target audience and the estimated advertising value coefficient.

[0073] Here, the advertising resource setting refers to the basic resources that the first / second advertising target sets independently for a single traffic request (such as a single impression / click). For example, it represents the maximum cost that the first / second advertising target is willing to pay for a single traffic request. This advertising resource setting is configured by the first / second advertising target in the RTA service backend according to their own strategies, and supports fine-tuning based on audience and scenario.

[0074] The estimated ad value coefficient represents the probability that a traffic request will be converted into an advertising goal (such as activation rate, order rate, etc.). It is a personalized score of traffic quality for the first / second target audience. The estimated ad value coefficient ranges from 0 to 1.

[0075] Step S3042: In response to the third resource meeting the advertising conditions, the first advertisement is displayed.

[0076] The advertising placement criteria indicate that during the advertising campaign, the first ad will compete with and win against other ads. During the campaign, the third ad resource corresponding to the first ad will be compared with the ad resources of other ads. If the comparison shows that the third ad resource is superior to the other ad resources, then the third ad resource meets the advertising placement criteria, and the winning first ad will be placed.

[0077] The advertising placement method described above allows users to edit targeting information on the advertising targeting page, specifying the first target audience and the ads to be linked, thus enabling the selection of joint advertising targets and facilitating the transition from individual advertising to joint advertising by both parties.

[0078] By supporting the editing of ad creation information on the ad creation page, users can express their advertising needs according to the creation information, facilitate matching the creation information with existing primary ads, and accurately determine joint advertising objectives.

[0079] By integrating the first and second resources, a third resource is obtained. The first advertisement is then placed according to the third resource, realizing joint advertising between the first and second target audiences, enhancing the competitiveness of the first advertisement and promoting its conversion effect.

[0080] In some cases, an advertising delivery method is provided that can be used in advertising applications on electronic devices such as mobile phones, tablets, and computers. Figure 7 These are flowcharts illustrating advertising placement methods in various scenarios, such as... Figure 7 As shown, the process includes the following steps: Step S401: Obtain the first advertisement to be delivered. The first advertisement is created by the first target audience. For details, please refer to the relevant descriptions of the corresponding steps in the above embodiments, which will not be repeated here.

[0081] Step S402: Obtain the advertising placement information for the second target audience. For details, please refer to the relevant descriptions of the corresponding steps in the above embodiments; they will not be repeated here.

[0082] Step S403: In response to the ad placement information identifying the first ad, obtain the first resource of the first target audience for the first ad, and obtain the second resource of the second target audience for the first ad. For details, please refer to the relevant descriptions of the corresponding steps in the embodiments shown above, which will not be repeated here.

[0083] Step S404: Based on the first resource and the second resource, the first advertisement is delivered. For details, please refer to the relevant descriptions of the corresponding steps in the embodiments shown above, which will not be repeated here.

[0084] Step S405: In response to the successful placement of the first advertisement, obtain the fourth resource for placing the first advertisement.

[0085] The fourth resource is the actual resource required to place the first advertisement. In some specific cases, the fourth resource is less than or equal to the sum of the first and second resources. After the advertising application completes the first advertisement placement, it will receive a certain reduction based on the sum of the first and second resources according to the GSP or VCG mechanism, thus obtaining the corresponding fourth resource.

[0086] Step S406: Split the fourth resource to obtain the first allocation resource and the second allocation resource. The first allocation resource corresponds to the first delivery target, and the second allocation resource corresponds to the second delivery target.

[0087] The first allocation of resources is the resources obtained after deducting the first resource; the second allocation of resources is the resources obtained after deducting the second resource.

[0088] As described above, the fourth resource is the reduced resource, while the first advertisement is a joint advertisement for the first and second target audiences. Therefore, the fourth resource can be split into the first allocated resource corresponding to the first target audience and the second allocated resource corresponding to the second target audience according to the counterfactual search mechanism.

[0089] The advertising placement method described above splits the fourth resource corresponding to the first advertisement after the first advertisement is successfully placed, so as to generate the first allocated resource for the first target and the second allocated resource for the second target respectively. This optimizes the use of advertising resources by the first and second target, ensures optimal use of advertising resources, and improves the advertising effect of the first and second target.

[0090] In some optional cases, such as Figure 8 As shown, step S406 above includes: Step S4061: Using a resource counterfactual search mechanism, perform a counterfactual search on the first advertisement and its related information to obtain search results.

[0091] The first advertisement consists of a main item and multiple subordinate items. The main item is the core anchor item of the first advertisement and the sole trigger for counterfactual search. For example, the main item may include the benefits of the first target audience. Subordinate items are related and supplementary items that depend on the main item, used to represent the related information of the first advertisement. For example, subordinate items may include the combined advertising benefits, the benefits of the second target audience, etc.

[0092] like Figure 9 As shown, the resource sequence includes advertising resource 1 and advertising resource 4, and a, b, and d are multimedia playback resources. Taking the first advertisement as advertising resource 1 as an example, the main item and each subordinate item of the first advertisement are bound with corresponding preprocessing and postprocessing logic. The preprocessing logic involves a series of operations such as verification, cleaning, and loading of associated configurations for the main item and basic snapshot data before executing the counterfactual search request, to ensure the accuracy of the inferred data and the compliance of the search execution; the postprocessing logic involves parsing, verifying, hierarchically aggregating, and storing the results after the counterfactual search inference is completed, to ensure that the counterfactual results are applicable, analyzable, and reusable.

[0093] By utilizing a resource counterfactual search mechanism, multiple counterfactual searches are performed on the main item and each subordinate item of the first advertisement to obtain search results for both the main item and each subordinate item.

[0094] Step S4062: Based on the search results, split the fourth resource to obtain the first allocation resource and the second allocation resource.

[0095] As described above, the fourth resource is the reduced resource. In order to determine the resource reduction value for the first and second delivery targets, the multiple search results of the counterfactual search mechanism can be used to determine the reduction for the first resource and the reduction for the second resource. Then, the fourth resource can be split by combining the reduction value to obtain the first allocated resource corresponding to the first delivery target and the second allocated resource corresponding to the second delivery target.

[0096] The advertising placement method provided above supports multiple counterfactual searches of the first advertisement and its related information, making counterfactual searches more flexible and improving the accuracy of the fourth resource segmentation.

[0097] In some optional cases, the above method also includes: Step a1: Obtain the first delivery plan attribute of the first delivery object and the second delivery plan attribute of the second delivery object.

[0098] Step a2: Based on the attributes of the first deployment plan, deduct the first allocated resources.

[0099] Step a3: Based on the attributes of the second deployment plan, deduct the second allocated resources.

[0100] The first delivery plan attribute is used to characterize the resource usage plan of the first delivery target for the first advertisement. After obtaining the first allocated resources, the remaining resources corresponding to the first delivery plan attribute are queried, and the first allocated resources are used as consumption, and the corresponding first allocated resources are automatically deducted from the remaining resources.

[0101] Similarly, the second delivery plan attribute is used to characterize the delivery plan of the second delivery target for the first advertisement. After obtaining the second allocated resources, the corresponding second allocated resources are automatically deducted from the remaining resources corresponding to the second delivery plan attribute.

[0102] The advertising placement method described above achieves automatic deduction of allocated resources by deducting first allocated resources according to the first placement plan attribute and second allocated resources according to the second placement plan attribute, thereby improving the intelligence of advertising placement.

[0103] In some optional cases, the above method also includes: Step b1: In response to the successful delivery of the first advertisement, obtain the conversion behavior event corresponding to the first advertisement.

[0104] Step b2: Divide the data stream of the conversion behavior event to obtain a first data stream and a second data stream. The first data stream corresponds to the first target audience, and the second data stream corresponds to the second target audience.

[0105] Step b3: Generate first transformation data based on the first data stream.

[0106] Step b4: Generate second transformation data based on the second data stream.

[0107] In a joint advertising scenario, only the first ad placed by the first advertising target is actually displayed to the user. Therefore, there is only one conversion event for the first ad. However, from a business perspective, since resources are deducted from both the first and second advertising targets, there is a need to view the data breakdown, both internally and externally. Therefore, after confirming that the first ad was successfully placed (i.e., the first ad successfully converted), conversion event data generated by the first ad is collected, such as send, show, and click events.

[0108] A conversion event actually occurs only once, so only one data stream for each conversion event is recorded. Different conversion events have corresponding conversion characteristics, and a traffic splitting identifier is added to each conversion event to distinguish the traffic from the first and second target audiences. Simultaneously, the data stream carries key field information for the second target audience (such as ad ID, user acquisition cost, etc.).

[0109] Subsequently, using the traffic splitting identifier and key field information, the data streams generated by the conversion behavior events are split to obtain the first data stream corresponding to the first target audience and the second data stream corresponding to the second target audience, such as... Figure 10 As shown.

[0110] Furthermore, for the first target audience, the advertising application can generate corresponding first conversion data according to the first data stream and disclose this first conversion data to the first target audience, such as... Figure 11 As shown; for the second target audience, the advertising application can generate corresponding second conversion data according to the second data stream, and disclose this second conversion data to the second target audience, such as... Figure 11 As shown.

[0111] The advertising delivery method described above, by splitting the data stream of conversion behavior events, generates first conversion data according to the first split data stream and second conversion data according to the second split data stream, thereby satisfying the viewing needs of both the first and second target audiences for conversion data and improving the advertising delivery experience for both audiences.

[0112] As a specific application example of some scenarios, in an e-commerce scenario, the platform uses advertising apps to deliver ads to acquire new / returning customer behavior within the platform's app; merchants on the platform use advertising apps to deliver ads to acquire user behavior of purchasing specific products from specific stores. Therefore, the behaviors that the platform's advertising and the merchants' advertising aim to acquire are partially consistent, and the two can be combined here.

[0113] In this example, we take the combination of platform budget and merchant budget as an example. On the basis of the merchant's advertising, the incremental bid of platform budget is added to achieve a joint bid by both parties.

[0114] like Figure 12 As shown, the joint advertising process can include two parts: merged placement and split billing with disclosure, realizing the transformation of advertising from individual bidding to joint bidding by both parties. Specifically, merchants conduct normal advertising with the goal of maximizing the sales revenue of designated products; while joint bidding ads created separately by the platform have the goal of maximizing the lifetime value of designated users.

[0115] After creating an advertisement using the platform, users can further specify the target audience and potential partners on the platform to select the goals for joint advertising campaigns.

[0116] After selecting the joint advertising target, the merchant ads within the advertising system will proceed through the normal placement process. Upon entering the fine-tuning stage of ad placement, based on the bid increment range selected by the platform, the merchant ads and the platform's joint bid ads are combined to achieve matching and complete the bid increment.

[0117] Merchant ads will participate in the ad placement ranking with a bid that has been increased, completing the bidding process. For the merchant ads that win the bid, a billing split will be carried out, where the billing will be split according to the billing formulas of both parties, so that the fees will be deducted separately from both parties.

[0118] Finally, after the merchant's advertising campaign is completed, the merchant's advertising will generate corresponding log data and disclosure results, which will be displayed to the merchant for viewing; the Yongzeng joint bidding advertising will generate corresponding log data and disclosure results, which will be displayed to the Yongzeng platform for viewing.

[0119] In some cases, an advertising delivery device is also provided to implement the above embodiments and preferred embodiments, which will not be repeated hereafter. As used below, the term "module" can be a combination of software and / or hardware that performs a predetermined function. Although the device described in the following embodiments is preferably implemented in software, hardware implementation, or a combination of software and hardware, is also possible and contemplated.

[0120] In some cases, an advertising delivery device is provided, such as Figure 13 As shown, it includes: The ad acquisition module 601 is used to acquire the first ad to be delivered, which is created for the first target audience.

[0121] The ad delivery information acquisition module 602 is used to acquire the ad delivery information of the second target audience.

[0122] The resource acquisition module 603 is used to respond to the advertising placement information by selecting the first advertisement, acquiring the first resource of the first target for the first advertisement, and acquiring the second resource of the second target for the first advertisement.

[0123] The delivery module 604 is used to deliver the first advertisement based on the first resource and the second resource.

[0124] In some optional scenarios, the advertising delivery information includes targeting information, and the delivery information acquisition module 602 includes: The first page display unit is used to display the advertising placement page, which includes targeting controls.

[0125] The second page display unit is used to display the advertising targeting page in response to the trigger operation of the targeting control. The advertising targeting page includes a first targeting indicator and a second targeting indicator. The first targeting indicator is used to specify the scope of the first target audience, and the second targeting indicator is used to bind the specified advertisement.

[0126] The first editing unit is used to obtain orientation information in response to editing operations targeting the first and second orientation indicators.

[0127] In some optional scenarios, the ad placement page includes a creation control, the ad placement information includes first creation information and second creation information, and the placement information acquisition module 602 includes: The third page display unit is used to display the advertisement creation page in response to the trigger operation of the creation control. The advertisement creation page includes a first creation indicator and a second creation indicator. The first creation indicator is used to create an advertisement, and the second creation indicator is used to associate the first advertisement.

[0128] The second editing unit is used to respond to editing operations on the first creation indicator and obtain the first creation information.

[0129] The third editing unit is used to respond to editing operations on the second creation indicator and obtain the second creation information.

[0130] In some optional cases, the above-mentioned device further includes: The second advertisement creation module is used to create a second advertisement using the first advertisement if the second creation information is empty.

[0131] In some optional cases, delivery module 604 includes: The resource fusion unit is used to merge the first and second resources to obtain the third resource.

[0132] The advertising delivery unit is used to deliver the first advertisement in response to a third resource meeting the advertising delivery conditions.

[0133] In some optional cases, the above-mentioned device further includes: The delivery response module is used to respond to the successful delivery of the first advertisement and obtain the fourth resource for the first advertisement.

[0134] The resource splitting module is used to split the fourth resource into a first allocation resource and a second allocation resource. The first allocation resource corresponds to the first delivery object, and the second allocation resource corresponds to the second delivery object.

[0135] In some optional cases, the resource splitting module includes: The search unit is used to perform a counterfactual search on the first advertisement and its related information using a resource counterfactual search mechanism to obtain search results.

[0136] The resource splitting unit is used to split the fourth resource based on the search results to obtain the first allocation resource and the second allocation resource.

[0137] In some optional cases, the above-mentioned device further includes: The plan attribute acquisition module is used to obtain the first delivery plan attribute of the first delivery object and the second delivery plan attribute of the second delivery object.

[0138] The first deduction module is used to deduct the first allocated resources based on the attributes of the first deployment plan.

[0139] The second deduction module is used to deduct the second allocated resources based on the attributes of the second deployment plan.

[0140] In some optional cases, the above-mentioned device further includes: The conversion module is used to respond to the successful delivery of the first advertisement and obtain the conversion behavior event corresponding to the first advertisement.

[0141] The traffic splitting module is used to split the data stream of conversion behavior events, resulting in a first data stream and a second data stream. The first data stream corresponds to the first target audience, and the second data stream corresponds to the second target audience.

[0142] The first conversion data generation module is used to generate first conversion data based on the first data stream.

[0143] The second conversion data generation module is used to generate second conversion data based on the second data stream.

[0144] In some cases, the provided advertising delivery device can execute the advertising delivery method described above, possessing the corresponding functional modules and beneficial effects. By acquiring the first advertisement created by the first delivery target and the advertising delivery information of the second delivery target, the first advertisement is matched with the advertising delivery information. When the advertising delivery information matches the first advertisement, it can be determined that the advertising delivery information targets the first advertisement. At this point, the first advertisement is used as a jointly delivered advertisement, and the first and second resources of the first and second delivery targets for the first advertisement are acquired respectively. Subsequently, the first advertisement is delivered according to the first and second resources, realizing the joint delivery of the same first advertisement by the first and second delivery targets. This enables the advertising delivery system to support multi-party joint advertising modes and meet the needs of multi-party advertising.

[0145] Further functional descriptions of the above modules and units are the same as those in the corresponding embodiments described above, and will not be repeated here.

[0146] Figure 14 This is a schematic diagram of the structure of an electronic device provided in certain situations.

[0147] The following is a detailed reference. Figure 14 This diagram illustrates a suitable structure for implementing an electronic device in various scenarios. The electronic device may include a processor (e.g., a central processing unit, graphics processor, etc.) 701, which can perform various appropriate actions and processes based on a program stored in read-only memory (ROM) 702 or a program loaded from memory 708 into random access memory (RAM) 703. RAM 703 also stores various programs and data required for the operation of the electronic device. The processor 701, ROM 702, and RAM 703 are interconnected via a bus 704. An input / output (I / O) interface 705 is also connected to bus 704.

[0148] Typically, the following devices can be connected to I / O interface 705: input devices 706 including, for example, touchscreens, touchpads, keyboards, mice, cameras, microphones, accelerometers, gyroscopes, etc.; output devices 707 including, for example, liquid crystal displays (LCDs), speakers, vibrators, etc.; memory devices 708 including, for example, magnetic tapes, hard disks, etc.; and communication devices 709. Communication device 709 allows electronic devices to exchange data via wireless or wired communication with other devices. Although Figure 14 Electronic devices with various devices are shown, but it should be understood that it is not required to implement or have all of the devices shown, and more or fewer devices may be implemented or have instead.

[0149] In particular, according to some embodiments, the processes described above with reference to the flowcharts can be implemented as computer software programs. For example, in some cases, a computer program product may be included, comprising a computer program carried on a non-transitory computer-readable medium, the computer program containing program code for performing the methods shown in the flowcharts. In such embodiments, the computer program may be downloaded and installed from a network via communication device 709, or installed from memory 708, or installed from ROM 702. When the computer program is executed by processor 701, it performs the functions defined in the advertising delivery method described above.

[0150] Figure 14 The electronic device shown is merely an example and should not impose any limitations on the functionality and scope of use in the above scenario.

[0151] In some cases, a computer-readable storage medium is also provided, in which the methods described above can be implemented in hardware or firmware, or implemented as recordable on the storage medium, or implemented as computer code originally stored on a remote storage medium or a non-transitory machine-readable storage medium and subsequently stored on a local storage medium after being downloaded via a network. Thus, the methods described herein can be processed by software stored on a storage medium using a general-purpose computer, a dedicated processor, or programmable or dedicated hardware. The storage medium can be a magnetic disk, optical disk, read-only memory, random access memory, flash memory, hard disk, or solid-state drive, etc.; further, the storage medium can also include combinations of the above types of memory. It is understood that computers, processors, microprocessor controllers, or programmable hardware include storage components capable of storing or receiving software or computer code, which, when accessed and executed by the computer, processor, or hardware, implements the advertising delivery method shown in the above embodiments.

[0152] In some cases, certain components can be applied as computer program products, such as computer program instructions. When executed by a computer, these instructions, through the operation of the computer, can invoke or provide methods and / or technical solutions according to the aforementioned situations. Those skilled in the art will understand that the forms in which computer program instructions exist in computer-readable media include, but are not limited to, source files, executable files, and installation package files. Correspondingly, the ways in which computer program instructions are executed by a computer include, but are not limited to: the computer directly executing the instructions; the computer compiling the instructions and then executing the corresponding compiled program; the computer reading and executing the instructions; or the computer reading and installing the instructions and then executing the corresponding installed program. Here, the computer-readable medium can be any available computer-readable storage medium or communication medium accessible to a computer.

[0153] Although some embodiments have been described in conjunction with the accompanying drawings, those skilled in the art can make various modifications and variations without departing from the spirit and scope of the description, and such modifications and variations all fall within the scope defined by the appended claims.

Claims

1. An advertising placement method, comprising: Obtain the first advertisement to be delivered, which was created by the first target audience; Obtain advertising delivery information for the second target audience; In response to the advertising placement information identifying the first advertisement, the system obtains the first resource of the first target audience for the first advertisement and the second resource of the second target audience for the first advertisement. The first advertisement is delivered based on the first resource and the second resource.

2. The method according to claim 1, wherein obtaining the advertising placement information of the second target audience includes: Display an advertising delivery page, which includes targeting controls; In response to a trigger operation on the targeting control, an ad targeting page is displayed. The ad targeting page includes a first targeting metric and a second targeting metric. The first targeting metric is used to specify the scope of the first target audience, and the second targeting metric is used to bind a specified ad. In response to editing operations on the first and second directional indicators, directional information is obtained; The advertising delivery information includes the targeting information.

3. The method according to claim 2, wherein the advertising placement page includes a creation control; and the step of obtaining the advertising placement information of the second target further includes: In response to a trigger operation on the creation control, an ad creation page is displayed. The ad creation page includes a first creation indicator and a second creation indicator. The first creation indicator is used to create an ad, and the second creation indicator is used to associate the first ad. In response to the editing operation on the first creation indicator, the first creation information is obtained; In response to the editing operation targeting the second creation indicator, the second creation information is obtained; The advertising placement information includes the first creation information and the second creation information.

4. The method according to claim 3, further comprising: If the second creation information is empty, then a second advertisement is created using the first creation information.

5. The method according to claim 1, wherein delivering the first advertisement based on the first resource and the second allocated resource comprises: By combining the first resource and the second resource, a third resource is obtained; In response to the third resource meeting the advertising delivery conditions, the first advertisement is delivered.

6. The method according to claim 1, further comprising: In response to the successful delivery of the first advertisement, the fourth resource for delivering the first advertisement is acquired; The fourth resource is split to obtain a first allocation resource and a second allocation resource. The first allocation resource corresponds to the first delivery target, and the second allocation resource corresponds to the second delivery target.

7. The method according to claim 5, wherein splitting the fourth resource to obtain the first allocation resource and the second allocation resource comprises: Using a resource counterfactual search mechanism, a counterfactual search is performed on the first advertisement and its associated information to obtain search results; The fourth resource is split based on the search results to obtain the first allocated resource and the second allocated resource.

8. The method according to claim 6 or 7, further comprising: Obtain the first delivery plan attribute of the first delivery object and the second delivery plan attribute of the second delivery object; Based on the attributes of the first deployment plan, deduct the first allocated resources; Based on the attributes of the second deployment plan, the second allocated resources are deducted.

9. The method according to claim 1, further comprising: In response to the successful delivery of the first advertisement, obtain the conversion behavior event corresponding to the first advertisement; The data streams of the conversion behavior events are split to obtain a first data stream and a second data stream. The first data stream corresponds to the first target audience, and the second data stream corresponds to the second target audience. First conversion data is generated based on the first data stream; The second transformation data is generated based on the second data stream.

10. An advertising delivery device, comprising: The ad acquisition module is used to acquire the first ad to be delivered, which is created by the first target audience; The ad delivery information acquisition module is used to acquire ad delivery information for the second target audience; The resource acquisition module is used to respond to the advertising placement information by selecting the first advertisement, acquiring the first resource of the first placement object for the first advertisement, and acquiring the second resource of the second placement object for the first advertisement; The delivery module is used to deliver the first advertisement based on the first resource and the second resource.

11. An electronic device, comprising: A memory and a processor are interconnected, the memory storing computer instructions, and the processor executing the computer instructions to perform the advertising delivery method according to any one of claims 1 to 9.

12. A computer-readable storage medium storing computer instructions for causing a computer to perform the advertising delivery method according to any one of claims 1 to 9.

13. A computer program product comprising computer instructions for causing a computer to perform the advertising delivery method according to any one of claims 1 to 9.

Images