CN101169842A - Advertisement management method, advertisement billing method and advertisement system - Google Patents

Abstract

The invention provides an advertisement management method which includes a step for acquiring information of at least one advertisement; a step for performing quality evaluation on the information of the at least one advertisement to obtain advertisement quality of the at least one advertisement; and a step for performing priority management on the advertisement quality of the at least one advertisement. The invention also provides an advertisement cost calculation method and an advertisement system. The advertisement management system, the advertisement cost calculation method and the advertisement system provided in the invention reduce click paying cost of advertisement issuance, thereby reducing cost of advertisement issuer, improving effect and property-to-price value of the advertisement issuance, and indirectly stimulating active auction of advertisement issuers. By affecting priority of the advertisement with matching degree and click degree, matching degree of the advertisement and the page where the advertisement is increases and advertisement effect is improved to ensure gain of the advertisement operator.

Description

Advertisement management method, advertisement charging method and ad system

Technical field

The present invention relates to electric digital data processing field, particularly a kind of advertisement management method, advertisement charging method and ad system.

Background technology

Releasing advertisements has become the optimal way that numerous businessmans propagate popularization on the internet.Present stage, the advertisement bidding mode generally was to be that businessman is the advertisement single or every repeatedly clicks the priority level that the price (following general designation " is clicked bid ") that decides advertisement according to ad distribution side.The advertisement priority of clicking overbid is not high, otherwise then priority level is low.The advertisement that priority level is high, its advertisement form, the position at the page, area occupied, the issue conditioned disjunction distribution schemes such as ranking in advertising listing are better than the low advertisement of priority level.Existing charging method is after the user of the browse advertisements place page clicks advertisement, and advertisement operation side charges to ad distribution side according to the click bid of this advertisement and the product of number of clicks.Use prior art to carry out ad distribution according to bid, can hit the very high advertisement of valency by appearance point, though have very high priority level, have the issue advantage, because ad quality difference or attractive force are little, the user seldom clicks advertisement when the browsing pages content; Charging according to number of clicks to cause advertisement actual effect and bad, finally influence the interests of ad distribution side.On the other hand, may cause the content of the ad content and the place page not match in the mode of bidding of clicking the bid rank merely, i.e. the situation that the matching degree of advertisement and content of pages is lower influences advertisement distribution effect.The matching degree of above-mentioned advertisement and content of pages is meant the degree of correlation of theme or the content and the advertisement place content of pages of advertisement, hereinafter to be referred as " matching degree ".

In addition, prior art is chargeed according to clicking bid, may cause the situation of ad distribution side's waste advertising expenditure.For instance, for same keyword " automobile ", ad distribution side is 0.5 yuan to the click of advertisement A bid, is 1.00 yuan to the click bid of advertisement B, and the priority level of advertisement A is lower than advertisement B, the input of advertisement A and arranging inferior to advertisement B.Advertisement B of the every click of user, 1.00 yuan of ad distribution side's dues will cause 0.49 yuan of advertising fee of ad distribution side waste, because in fact the click price of advertisement B only needs 0.51 yuan and just can have the priority level higher than advertisement A.Can make that like this ad distribution side dare not bid, influence the advertisement putting dynamics of ad distribution side and the advertising income of advertisement operation side.

Summary of the invention

The object of the present invention is to provide a kind of advertisement management method, advertisement charging method and ad system,, improve the effect of ad distribution to reduce the cost of ad distribution side.

The invention provides a kind of advertisement management method, comprising: the step of obtaining the advertising message of at least one advertisement; Carry out the ad quality assessment according to the advertising message of at least one advertisement that obtains, obtain the step of the ad quality of at least one advertisement; Carry out the step of priority level management according to the ad quality of at least one advertisement.

The assessment of above-mentioned ad quality is that the advertising message after advertising message or the weighting is carried out logical operation and/or mathematical operation, with operation result as ad quality.

The assessment of above-mentioned ad quality is that product with the click bid of advertisement and clicking rate is as ad quality; Or with the product of the click bid of advertisement and matching degree as ad quality; Or the click of advertisement bid be multiply by clicking rate, the product that multiply by matching degree again is as ad quality.

The present invention also provides a kind of advertisement charging method, comprising: assess advertisement to be chargeed and reach the not needed minimum ad quality of current priority; Calculate the actual advertisement expense of the advertisement of waiting to charge according to minimum ad quality.

The minimum ad quality of above-mentioned assessment is to choose ad quality another advertisement inferior to the advertisement of waiting to charge, with the ad quality of another advertisement minimum ad quality as the advertisement of waiting to charge.

Aforementioned calculation actual advertisement expense is with the minimum ad quality of the advertisement of waiting the to charge quotient divided by the clicking rate gained of the advertisement of waiting to charge, the conduct with value that adds minimum charge unit wait the to charge actual advertisement expense of advertisement; Or with the minimum ad quality of the advertisement of waiting to charge quotient divided by the matching degree gained of the advertisement of waiting to charge, add minimum charge unit with the actual advertisement expense of value as the advertisement of waiting to charge; Or with the minimum ad quality of the advertisement of waiting to charge matching degree divided by the advertisement of waiting to charge, again divided by the quotient of the clicking rate gained of the advertisement of waiting to charge, add minimum charge unit with the actual advertisement expense of value as the advertisement of waiting to charge.

The present invention also provides a kind of ad system, comprising: the information acquisition module that obtains advertising message; The quality assessment modules of assessment ad quality; Advertisement is carried out the priority level administration module of priority level management; The information acquisition module sends to quality assessment modules with the advertising message that obtains, and by it ad quality is assessed, and the ad quality that quality assessment modules obtains assessment sends to the priority level administration module and carries out the priority level management.

Above-mentioned information acquisition module comprises clicks bid unit, clicking rate unit and/or matching degree unit, obtain click bid, clicking rate and/or the matching degree information of advertisement respectively, the information acquisition module will be clicked the advertising message that bid unit, clicking rate unit and/or matching degree unit get access to respectively and send to quality assessment modules.

Above-mentioned ad quality evaluation module carries out logical operation and/or mathematical operation to the advertising message of advertising message or weighting, with operation result as ad quality.

Above-mentioned ad system also comprises: calculate the accounting module of advertisement actual advertisement expense, accounting module is connected with the information acquisition module with quality assessment modules respectively, takes according to the actual advertisement of ad quality and advertising message calculating advertisement.

Advertisement management method provided by the invention, advertisement charging method and ad system, by other with factor affecting advertisement priority such as matching degree, clicking rates, make the matching degree of the advertisement and the place page increase, advertising results have been promoted, improve the effect and the cost performance of ad distribution, stimulated ad distribution side actively to bid indirectly; Reduce the actual advertisement expense of ad distribution simultaneously, reduced the cost of ad distribution side, also made the income of advertisement operation side be guaranteed.

Description of drawings

Fig. 1 is a first embodiment of the invention advertisement management method synoptic diagram;

Fig. 2 is a fourth embodiment of the invention advertisement charging method synoptic diagram;

Fig. 3 is the structural representation of fifth embodiment of the invention ad system;

Fig. 4 is the workflow synoptic diagram of fifth embodiment of the invention ad system.

The realization of the object of the invention, functional characteristics and advantage will be in conjunction with the embodiments, are described further with reference to accompanying drawing.

Embodiment

The first embodiment of the present invention is below proposed.Present embodiment provides advertisement management method, according to advertising message ad quality is assessed, and the ad quality that obtains according to assessment is determined the priority level of advertisement, and then according to priority level the input condition and the input scheme of advertisement is carried out differentiated treatment.

Above-mentioned advertising message comprises the information such as matching degree of clicking bid, clicking rate, advertisement and the place page.Wherein clicking rate is to be used to weigh the parameter that the user clicks the advertisement effective degree, can be by calculating or inquiring about and obtain.Present embodiment can adopt multiple computing method, and wherein a kind of computing method are that quotient that the effective number of clicks of advertisement is obtained divided by the advertisement place total number of clicks of the page is as clicking rate.Whether can adopt multiple standards weigh to click is effective click of advertisement, criterion comprise click from unduplicated IP address, watch advertisement to continue duration surpassing and subscribe duration, surpass scheduled duration etc. from the interval of twice click of same IP address.

Matching degree also can be by calculating or inquiring about and obtain, and the calculating of matching degree has several different methods, and wherein a kind of computing method are according to the text participle technique, represent target pages with vector space model.

If the vector of content of pages (keyword, weight) is T, its computing formula (1) is:

Tj＝(W1，j，W2，j，W3，j，...，Wi，j) (1)

Wherein, Wi, j represent the weight of keyword i in page j, Wi, and the j value is a positive number;

Advertisement is chosen at least one keyword to summarize the theme or the content of advertisement, participle is carried out in advertisement (comprising keyword, the advertisement place page, ad content), corresponding advertisement vector T k computing formula (2) is:

Tk＝(W1，k，W2，k，W3，k，...，Wi，k) (2)

Wherein, Wi, k represent the weight of keyword i in advertisement k;

Can get thus, the computing formula of matching degree M (3) is:

$M=\mathrm{Sim}(\mathrm{Tj},\mathrm{Tk})=\mathrm{Tj}*\mathrm{Tk}=\underset{i=1}{\overset{n}{\mathrm{\Σ}}}\mathrm{Wi},j\×\mathrm{Wi},k---\left(3\right)$

Be that matching degree is the weight of each keyword in the page and the sum of products value of the weight of each keyword in advertisement of advertisement.

Lift a concrete example, the vector T j that establishes certain page is a table 1:

Keyword	Weight
		NBA	10
Basketball	5
		Yao Ming	3
Rocket	2

Table 1

If the vector T k of certain advertisement is a table 2:

Keyword	Weight
		Basketball	3
Rocket	2
		Football shirt	2

Table 2

Adopt above-mentioned matching degree computing method, calculate matching degree M=10 (" NBA " weight in the page) * 0 (" NBA " weight in advertisement)+5 (" basketball " is in the weight in the page) * 3 (" basketball " is in the weight in the advertisement)+3 (" Yao Ming " is in the weight in the page) * 0 (" Yao Ming " is in the weight in the advertisement)+2 (" rocket " is in the weight in the page) * 2 (" rocket " is in the weight in the advertisement)+0 (" football shirt " is in the weight in the page) * 2 (" football shirt " weight in advertisement)=19 according to above-mentioned formula (3).

Preferably, matching degree also can be calculated according to the factor of the page and classifying content.

Classification to content can be obtained by automatic classification technology, and establish classifying content and be respectively Cj, Ck, (Cj, Ck), (Cj, value Ck) determines that by matching strategy its span is between [0,1] to Sim to get Sim.If Cj=Ck then Sim (Cj, Ck) value is 1, the computing formula of matching degree M (4) is:

M＝Sim(Tj，Tk)*Sim(Cj，Ck) (4)

For example, webpage A content is the basketball class, and webpage B content is the football class, and ad content is the basketball class, and then the matching degree of advertisement in webpage A is 1; Advertisement the matching degree of webpage B for classification correlativity table in the degree of correlation of basketball class and football class provide; Classification correlativity table can be generated by automatic classification technology.

Present embodiment proposes quality evaluation mechanism, assesses ad quality according to the advertising message that obtains.The assessment ad quality can adopt operation result that advertising message carries out logical operation or mathematical operation as ad quality, and present embodiment preferably adopts multiplying.Specifically, the click bid of establishing advertisement is variable P, and clicking rate is variable CR, and ad quality is variable Q, and the span of P, CR and Q all is a positive number.Ad quality is for clicking the product of bid and clicking rate, and corresponding ad quality assessment formula (5) is:

Q＝P*CR (5)

If the matching degree of the advertisement and the place page is variable M, span is a positive number.Ad quality also can be for clicking the product of bid and matching degree, and corresponding ad quality assessment formula (6) is:

Q＝P*M (6)

Further, ad quality can also multiply by clicking rate for clicking bid, multiply by the product of matching degree again, and corresponding ad quality assessment formula (7) is:

Q＝P*CR*M (7)

In above-mentioned several quality evaluation mechanism, clicking bid all is the requisite parameter of quality evaluation, and clicking rate and matching degree can select one also can be jointly as the parameter of quality evaluation.

Present embodiment also proposes the priority level administrative mechanism, according to ad quality advertisement is sorted, and determines the distribution scheme or the issue condition of advertisement according to ranking results, and the issue conditioned disjunction distribution scheme that the advertisement that quality is high has is better than low-quality advertisement.Number of times that above-mentioned issue conditioned disjunction distribution scheme includes but not limited to advertisement form, the position at the page, area occupied, the ranking in advertising listing, repeat etc.

The workflow of the advertisement management method that present embodiment provides comprises step as shown in Figure 1:

Step S11 obtains the click bid and the advertising messages such as clicking rate and/or matching degree of at least one advertisement;

Step S12, the advertising message of at least one advertisement that obtains according to above-mentioned steps is carried out the ad quality assessment, obtains the ad quality of at least one advertisement;

Step S13 carries out the priority level management according to the ad quality of at least one advertisement;

Step S14 judges whether to finish advertising management, according to judged result power cut-off flow process, or returns step S11 circulation and carries out above-mentioned workflow.

In the above-mentioned workflow, the foundation that step S14 judges whether to finish advertising management is the issue whether ad distribution side stops at least one advertisement, or does not withdraw from the advertising management flow process.When above-mentioned flow process is returned step S11 circulation time, should obtain advertising message again, each advertising message that obtains again may change, for example have that new advertisement needs to issue, ad distribution side changes the click bid to certain advertisement, or along with the behavior of user's browsing pages, the clicking rate of certain advertisement changes, or along with the modification or the renewal of advertisement place content of pages, matching degree changes.Subsequent step should carry out quality evaluation to advertisement again according to the advertising message that obtains again.

Below in conjunction with object lesson explanation present embodiment.

With reference to table 3, provide the advertising message of a plurality of advertisements and the ad quality ordering example that obtains according to a quality evaluation.

Order ads	The advertisement numbering	Click bid	Clicking rate	Matching degree	Ad quality
						1	3	10	1	0.9	9
2	2	4	2	0.9	7.2
						3	4	5	1.6	0.7	5.6
4	1	4	1.6	0.8	5.12
						5	5	1.5	3.2	0.6	2.88

Table 3

Be numbered 3 advertisement (hereinafter to be referred as " No. 3 advertisements ", the rest may be inferred by analogy for it) in the table, clicking bid is 10, and clicking rate is 1, and matching degree is 0.9, calculates its ad quality Q3=P*CR*M=10*1*0.9=9 according to above-mentioned ad quality assessment formula (7); The ad quality Q2=4*2*0.9=7.2 of No. 2 advertisements in like manner; The ad quality Q4=5.6 of No. 4 advertisements; The ad quality Q1=5.12 of No. 1 advertisement; The ad quality Q5=2.88 of No. 5 advertisements.According to above-mentioned ad quality is each order ads, Q3＞Q2＞Q4＞Q1＞Q5, and each order ads is the four, No. 5 advertisement of the three, No. 1 advertisement of the second, No. 4 advertisement of the first, No. 2 advertisement of No. 3 an advertisements row last position.

According to above-mentioned ranking results, present embodiment distributes optimum issue conditioned disjunction distribution scheme for the advertisement of ordering first, for second the advertisement of sorting distributes the issue conditioned disjunction distribution scheme of suboptimum, the rest may be inferred, distributes the poorest issue conditioned disjunction distribution scheme up to the advertisement for the ordering last position.

The advertising messages such as matching degree that the quality evaluation mechanism of first embodiment will be clicked bid, clicking rate, advertisement and the place page multiply each other and assess ad quality, make that multiple advertising message is same big for the influence of ad quality, the weight of various advertising messages is all identical.According to actual conditions, may need to adjust the weight of different advertising messages, for example do advertisement on professional website, all pages of this website are all relevant with certain specialty, for obtaining good advertising results, should suitably improve the weight of matching degree in the ad quality assessment; For example some investigation is issued with advertisement form again, it is invalid that the user clicks advertisement merely, need fill in the questionnaire that finishes and just produce effect, and this moment, the weight of clicking rate can suitably reduce, to avoid repeatedly invalid clicks of user, bring unnecessary advertising expenditure for the investigation publisher.

For addressing the above problem, second embodiment is proposed, carry out logical operation or ad quality is assessed in mathematical operation with the advertising message after the weighting, it is power or evolution that present embodiment adopts the concrete mode of weighting.Be example with the multiplying still, the click bid of establishing advertisement is variable P, and weight is variable m, and establishing clicking rate is variable CR, and weight is variable n, and establishing ad quality is variable Q, and the span of P, CR, m, n and Q all is a positive number.Ad quality is taken advantage of the result of m power for clicking bid, and with the product that clicking rate takes advantage of the result of n power (promptly taking advantage of the weight power) to multiply each other, corresponding ad quality assessment formula (8) is:

Q＝P^m*CRⁿ (8)

If the matching degree of the advertisement and the place page is variable M, weight is variable o, and the span of M and o all is a positive number.Ad quality also can be taken advantage of the result of m power for clicking bid, and with the product that matching degree takes advantage of the result of o power to multiply each other, corresponding ad quality assessment formula (9) is:

Q＝P^m*M^o (9)

Ad quality can also be taken advantage of the result of m power for clicking bid, takes advantage of the result of n power and the product that matching degree takes advantage of the result of o power to multiply each other with clicking rate, and corresponding ad quality assessment formula (10) is:

Q＝P^m*CRⁿ*M^o (10)

In above-mentioned each ad quality assessment formula, when the value of m, n and o all was 1, each advertising message was all taken advantage of 1 power, and weight is all identical, is equivalent to each not weighting of advertising message.When needs improve the weight of one or more advertising messages, its respective weights is made as＞1 real number, for example 1.5,2 or 100 etc., after this advertising message is taken advantage of the weight power, will become big to the influence of ad quality.When needs reduce the weight of certain advertising message, its respective weights is made as＜1 real number, comprise negative for example 0.5,0.001 or-3 etc., after this advertising message is taken advantage of the weight power, will diminish to the influence of ad quality.

The priority level administrative mechanism that above-mentioned first and second embodiment adopt all is to distribute issue conditioned disjunction distribution scheme according to the ad quality ranking results for each advertisement.But the advertisement that page can carry is limited, and the issue condition that can provide is also very limited, also may exist the good and bad degree of a plurality of distribution schemes identical or close.When number of advertisements is big, may be difficult to the issue conditioned disjunction distribution scheme of numerous advertisements is obviously distinguished, advertisement operation side's workload aspect the distribution of the formulation of advertisement scheme and advertisement condition is excessive, causes the wasting of resources.For overcoming above-mentioned defective, the present invention proposes the 3rd embodiment.

Present embodiment is first and second embodiment relatively, improvement part is the priority level administrative mechanism, the priority level administrative mechanism that present embodiment provides is according to ad quality classification or classification to be carried out in advertisement, difference according to rank or classification, determine the concrete distribution scheme or the issue condition of advertisement, same other distribution scheme of level or issue condition are adopted in the one or more advertisements that belong to same rank or classification.

Below in conjunction with object lesson explanation present embodiment.

With reference to table 4, provide the advertising message of a plurality of advertisements and the ad quality ordering example that obtains according to a quality evaluation.

The advertisement numbering	Click bid	Clicking rate	Ad quality
				3	10	1	10
2	4	2	8
				4	5	1.5	7.5
1	3	1.6	4.8
				5	1.5	0.5	0.75

Table 4

The click of No. 3 advertisements bid is 10 in the table, and clicking rate is 1, calculates its ad quality Q 3=P*CR=10*1=10 according to above-mentioned ad quality assessment formula (5); In like manner be numbered 2 advertisement, its ad quality Q2=4*2=8; The ad quality Q4=7.5 of No. 4 advertisements; The ad quality Q1=4.8 of No. 1 advertisement; The ad quality Q5=0.75 of No. 5 advertisements.

If advertisement operation side is divided into five ranks of A to E with advertisement according to ad quality in advance, the corresponding relation of each rank and ad quality and advertisement condition is as shown in table 5:

The advertisement rank	The ad quality interval	Advertisement conditioned disjunction distribution scheme
			A	8≤Q≤10	Animated is positioned at page top
B	6≤Q≤8	Big picture is positioned at page both sides
			C	4≤Q≤6	Little picture is positioned at page below
D	2≤Q≤4	Written form is positioned at page top
			E	0≤Q≤2	Written form is positioned at page below

Table 5

According to the ad quality of above-mentioned each advertisement as can be known, the ad quality Q3 of No. 3 advertisements is 10, is in 8≤Q≤10 intervals, and its advertisement rank is A, should distribute corresponding " animated is positioned at page top " advertisement conditioned disjunction distribution scheme; And No. 2 and No. 4 two advertisements, its ad quality is respectively 8 and 7.5, all is in 6≤Q≤8 intervals, and its advertisement rank all is B, all distributes corresponding " big picture is positioned at page both sides " advertisement conditioned disjunction distribution scheme; The ad quality Q1 of No. 1 advertisement is 4.8, is in 4≤Q≤6 intervals, and its advertisement rank is C, distributes corresponding " little picture is positioned at page below " advertisement conditioned disjunction distribution scheme; The ad quality of No. 5 advertisements is 0.75, is in 0≤Q≤2 intervals, and its advertisement rank is E, distributes corresponding " written form is positioned at page below " advertisement conditioned disjunction distribution scheme; Because the ad quality of neither one advertisement is in 2≤Q≤4 intervals, so " written form is positioned at page top " advertisement conditioned disjunction distribution scheme vacancy of this interval correspondence.

Use above-mentioned priority level administrative mechanism, also can set up " First come first served " mechanism, a plurality of advertisements in same rank according to the precedence of ad distribution side's advertisement delivery, are selected advertisement conditioned disjunction advertisement scheme in this rank by ad distribution side.Also can be in same rank, according to the ad quality ordering, distribute advertisement conditioned disjunction advertisement scheme in this rank from excellent to scabland in regular turn.

Adopt above-mentioned three advertisement management methods that embodiment provides, can directly calculate advertising fee according to the click bid of advertisement, effective number of clicks and/or clicking rate.Be the advertising fee wasting phenomenon of avoiding causing because of the click overbid, the present invention proposes the 4th embodiment, and advertisement charging method is provided.

Present embodiment calculates actual advertisement according to advertising message and ad quality or priority level and takes, i.e. after advertisement was clicked by the user, ad distribution side need pay the actual cost of advertisement operation side.No matter still classification mechanism of ordering is adopted in the management of the priority level of advertisement, and present embodiment can both calculate the actual advertisement expense, avoids ad distribution Fang Yin to click overbid and the advertising fee wasting phenomenon that causes, improves ad distribution side's bid ranking enthusiasm.

With reference to Fig. 2, the advertisement charging method flow process of present embodiment comprises step:

Step S21 assesses advertisement to be chargeed and reaches the not needed minimum ad quality of current priority;

Step S22 calculates the actual advertisement expense of the advertisement of waiting to charge according to minimum ad quality.

The minimum ad quality of above-mentioned assessment is to choose ad quality another advertisement inferior to the advertisement of waiting to charge, with the ad quality of another advertisement minimum ad quality as the advertisement of waiting to charge.Can choose another advertisement that ad quality is only second to the advertisement of waiting to charge, also can choose in the ad quality ordering with advertisement to be chargeed and differ another advertisement more than one.Present embodiment is the example explanation with another advertisement of choosing ad quality and being only second to the advertisement of waiting to charge.

Specifically, set in advance the minimum charge unit a of advertisement, this minimum charge unit is specified by advertisement operation side.When chargeing with Renminbi, minimum charge unit can be 0.01 yuan.If minimum ad quality is variables L Q, it is variable R P that actual advertisement is taken, and wherein the span of a, LQ and RP is positive number.

With the assessment formula of the ad quality among first, second embodiment (5) is example, establishes for the x that is numbered x number advertisement to be chargeed, and what ad quality was only second to this advertisement is the y advertisement.With the ad quality Qy of the y advertisement minimum ad quality LQx as the advertisement of waiting to charge, corresponding minimum ad quality computing formula (11) is:

LQx＝Qy (11)

Add minimum charge unit a with LQx divided by the quotient of the clicking rate CRx gained of this advertisement of waiting to charge again, be the actual advertisement expense RPx of the advertisement of waiting to charge, corresponding actual advertisement expense computing formula (12) is:

$\mathrm{RPx}=\frac{\mathrm{LQx}}{\mathrm{CRx}}+a---\left(12\right)$

In like manner, relative ad quality assessment formula (6), the minimum ad quality LQx computing formula (13) of the advertisement of waiting to charge is:

LQx＝Qy (13)

The actual advertisement expense RPx computing formula (14) of advertisement of waiting to charge is:

$\mathrm{RPx}=\frac{\mathrm{LQx}}{\mathrm{Mx}}+a---\left(14\right)$

In like manner, relative ad quality assessment formula (7), the minimum ad quality LQx computing formula (15) of the advertisement of waiting to charge is:

LQx＝Qy (15)

The actual advertisement expense RPx computing formula (16) of advertisement of waiting to charge is:

$\mathrm{RPx}=\frac{\mathrm{LQx}}{\mathrm{CRx}*\mathrm{Mx}}+a---\left(16\right)$

Below choose formula (16),, lift a concrete example explanation in conjunction with first embodiment:

With reference to table 6, show the minimum quality and the actual advertisement expense example of a plurality of advertisements.

Order ads	The advertisement numbering	Click bid	Clicking rate	Matching degree	Ad quality	Minimum quality	Actual advertisement is taken
								1	3	10	1	0.9	9	7.2	8.01
2	2	4	2	0.9	7.2	5.6	3.12
								3	4	5	1.6	0.7	5.6	5.12
4	1	4	1.6	0.8	5.12	2.88
								5	5	1.5	3.2	0.6	2.88	0

Table 6

If minimum charge unit is 0.01 yuan, each advertisement is sorted according to ad quality in the table 6, and it is other that No. 3 advertisements will rank the first or have limit priority, and required minimum quality is the ad quality that is only second to its No. 2 advertisements, i.e. LQ3=Q2=7.2; The actual advertisement of calculating No. 3 advertisements according to formula (16) is taken RP3:

$\mathrm{RP}3=\frac{\mathrm{LQ}3}{\mathrm{CR}3*M3}+a=\frac{7.2}{1*0.9}+0.01=8.01$

In like manner, No. 2 advertisements will come second or have time high priority level, and required minimum quality is the ad quality that is only second to its No. 4 advertisements, i.e. LQ2=Q4=5.6; The actual advertisement of calculating No. 2 advertisements according to formula (16) is taken RP2:

$\mathrm{RP}2=\frac{\mathrm{LQ}2}{\mathrm{CR}2*M2}+a=\frac{5.6}{2*0.9}+0.01=3.12$

If it is 0 that advertisement operation side sets the minimum quality Q0 value of advertisement, establishing minimum advertising fee P0 is 0 yuan, and it is LQ5=Q0=0 that No. 5 advertisements will come the 5th required minimum quality; The actual advertisement of calculating No. 5 advertisements according to formula (16) is taken RP5:

$\mathrm{RP}5=\frac{\mathrm{LQ}5}{\mathrm{CR}5*M5}+a=\frac{0}{3.2*0.6}+0.01=0.01$

Certainly, advertisement operation side sets also can set actual advertisement expense for example 0 yuan or minimum charge unit to the minimum advertisement of ad quality, need not to ad quality the minimum advertisement computing of chargeing like this, the actual advertisement expense that also can guarantee to issue the minimum quality advertisement is very cheap.

Be example still with table 6, if the ad quality of x advertisement is greater than the ad quality of y advertisement, promptly Qx＞Qy can get Qx=Px*CRx*Mx in conjunction with formula (7), and Qy=Py*CRy*My, and then can draw: the click bid Px of X advertisement＞(Py*CRy*My)/(CRx*Mx).And Py*CRy*My/ (CRx*Mx) equals the actual advertisement expense of x advertisement and deducts minimum charge unit, and promptly therefore Py*CRy*My/ (CRx*Mx)=LPx-a, can draw Px＞LPx, promptly clicks bid and always is higher than the actual advertisement expense.When the gap of Px and LPx is bigger than minimum charge unit, the final required actual advertisement expense of x advertisement is just low than its ad click bid certainly.When the gap of LPx and Px is not more than minimum charge unit, the actual advertisement expense that then can give tacit consent to the x advertisement equals its ad click bid, can guarantee with this that actual advertisement expense of advertisement always is not more than and click bid.

The weight computation method that ad quality computing formula (8), (9), (10) are provided among corresponding the 3rd embodiment, present embodiment in like manner can provide correspondent advertisement charging formula (17) to be:

$\mathrm{RPx}=\frac{\mathrm{LQx}}{\mathrm{CR}\stackrel{n}{x}}+a---\left(17\right)$

Advertisement charging formula (18) is:

$\mathrm{RPx}=\frac{\mathrm{LQx}}{M\stackrel{o}{x}}+a---\left(18\right)$

With advertisement charging formula (19) be:

$\mathrm{RPx}=\frac{\mathrm{LQx}}{\mathrm{CR}\stackrel{n}{x}*M\stackrel{o}{x}}+a---\left(19\right)$

The present invention also proposes the 5th embodiment, and ad system is provided, and its structural representation as shown in Figure 3.Ad system comprises: obtain theinformation acquisition module 10 of advertising message, thequality assessment modules 20 of assessment ad quality and the prioritylevel administration module 30 that carries out advertisement priority no matter manage.Information acquisition module 10 sends toquality assessment modules 20 with the advertising message that obtains, and by it ad quality is assessed, and the ad quality that obtains sends to prioritylevel administration module 30 and carries out the priority level management.

Whereininformation acquisition module 10 comprisesclick bid unit 11, also comprise clickingrate unit 12 and/or matchingdegree unit 13,information acquisition module 10 sends toquality assessment modules 20 with click bid and the advertising messages such as clicking rate and/or matching degree that said units gets access to.Wherein clickbid unit 11 and be used to obtain of the click bid of ad distribution side advertisement; Clickingrate unit 12 obtains the clicking rate of user to advertisement; The matching degree of advertisement and place content of pages is assessed and obtained in matchingdegree unit 13.

Wherein clicking rate is to be used to weigh the parameter that the user clicks the advertisement effective degree, clickingrate unit 12 is by calculating or clicking rate is obtained in inquiry, and wherein a kind of computational logic is that quotient that the effective number of clicks of advertisement is obtained divided by the advertisement place total number of clicks of the page is as clicking rate.Whether clickingrate unit 12 adopts multiple standards to weigh and clicks is effective click of advertisement, criterion comprise click from unduplicated IP address, watch advertisement to continue duration surpassing and subscribe duration, surpass scheduled duration etc. from the interval of twice click of same IP address.

Matching degree unit 13 is by calculating or inquiring about and obtain matching degree, and the calculating of matching degree has several different methods, and wherein a kind of computing method are according to the text participle technique, represent target pages with vector space model.

Quality assessment modules 20 adopts the quality evaluation mechanism, assesses ad quality according to the advertising message that obtains, and is that product with the click bid of advertisement and clicking rate is as ad quality specifically; Or with the product of the click bid of advertisement and matching degree as ad quality; Or the click of advertisement bid be multiply by clicking rate, the product that multiply by matching degree again is as ad quality.In above-mentioned several quality evaluation mechanism, clicking bid all is the requisite parameter of quality evaluation, and clicking rate and matching degree can select one also can be jointly as the parameter of quality evaluation.

The product of thequality assessment modules 20 of present embodiment after can the advertising message weighting assessed ad quality, and the concrete mode of weighting is power or evolution.

Prioritylevel administration module 30 adopts the priority level administrative mechanism, according to ad quality advertisement is sorted, determine the distribution scheme or the issue condition of advertisement according to ranking results, the issue conditioned disjunction distribution scheme that the advertisement that quality is high has is better than low-quality advertisement.Number of times that above-mentioned issue conditioned disjunction distribution scheme includes but not limited to advertisement form, the position at the page, area occupied, the ranking in advertising listing, repeat etc.Prioritylevel administration module 30 can also adopt other priority level administrative mechanisms, according to ad quality classification or classification are carried out in advertisement, difference according to rank or classification, determine the concrete distribution scheme or the issue condition of advertisement, same other distribution scheme of level or issue condition are adopted in the one or more advertisements that belong to same rank or classification.Use above-mentioned priority level administrative mechanism, also can set up " First come first served " mechanism, a plurality of advertisements in same rank according to the precedence of ad distribution side's advertisement delivery, are selected advertisement conditioned disjunction advertisement scheme in this rank by ad distribution side.Also can be in same rank, according to the ad quality ordering, distribute advertisement conditioned disjunction advertisement scheme in this rank from excellent to scabland in regular turn.

The ad system workflow of present embodiment comprises step as shown in Figure 4:

Step S31,information acquisition module 10 obtain the click bid and the advertising messages such as clicking rate and/or matching degree of at least one advertisement;

Step S32,information acquisition module 10 sends toquality assessment modules 20 with the advertising message of at least one advertisement, carries out the ad quality assessment byquality assessment modules 20, obtains the ad quality of at least one advertisement;

Step S33,quality assessment modules 20 sends to prioritylevel administration module 30 with the ad quality of at least one advertisement, carries out the priority level management by it;

Step S34 judges whether to finish the ad system workflow, according to judged result power cut-off flow process, or returns step S31 circulation and carries out above-mentioned workflow.

In the above-mentioned workflow, the priority level management that step S33 carries out advertisement is according to different priority level administrative mechanisms, according to ad quality advertisement is sorted, determine the concrete distribution scheme of advertisement according to ranking results, or classification or classification are carried out in advertisement according to ad quality, determine the concrete distribution scheme or the issue condition of advertisement according to the difference of rank or classification, same other distribution schemes of level or issue condition are adopted in the one or more advertisements that belong to same rank or classification.

In the above-mentioned workflow, step S34 judges whether that the foundation of power cut-off flow process is the issue whether ad distribution side stops at least one advertisement, or whether power cut-off flow process of ad system.When above-mentioned flow process is returned step S31 circulation time,information acquisition module 10 obtains advertising message again, each advertising message that obtains again may change, for example have that new advertisement needs to issue, ad distribution side changes the click bid to certain advertisement, or along with the behavior of user's browsing pages, the clicking rate of certain advertisement changes, or along with the modification or the renewal of advertisement place content of pages, matching degree changes.The advertising message thatinformation acquisition module 10 will be obtained again this moment sends toquality assessment modules 20, again quality evaluation is carried out in advertisement.

The concrete workflow of present embodiment ad system, advertising message obtain and computing method, evaluation mechanism and priority level administrative mechanism with reference to above-mentioned first, second, third embodiment, so do not give unnecessary details.

The ad system of present embodiment can also compriseaccounting module 40, be connected withquality assessment modules 20 withinformation acquisition module 10 respectively,accounting module 40 is obtained advertising messages such as clicking rate and/or matching degree frominformation acquisition module 10, obtain ad quality fromquality assessment modules 20, take according to the actual advertisement of advertising message and ad quality calculating advertisement.

The charging workflow of present embodiment comprises step:

Step S41 obtains advertising message frominformation acquisition module 10;

Step S42,quality assessment modules 20 obtains ad quality;

Step S43 reaches the not needed minimum ad quality of current priority according to ad quality assessment advertisement to be chargeed;

Step S44 calculates the actual advertisement expense of the advertisement of waiting to charge according to minimum ad quality and advertising message.

Wherein, the minimum ad quality of assessment is to choose ad quality another advertisement inferior to the advertisement of waiting to charge among the step S43, with the ad quality of another advertisement minimum ad quality as the advertisement of waiting to charge.

It is with the minimum ad quality of the advertisement of waiting the to charge quotient divided by the clicking rate gained of the advertisement of waiting to charge that step S44 calculates the actual advertisement expense, the conduct with value that adds minimum charge unit wait the to charge actual advertisement expense of advertisement; Or with the minimum ad quality of the advertisement of waiting to charge quotient divided by the matching degree gained of the advertisement of waiting to charge, add minimum charge unit with the actual advertisement expense of value as the advertisement of waiting to charge; Or with the minimum ad quality of the advertisement of waiting to charge matching degree divided by the advertisement of waiting to charge, again divided by the quotient of the clicking rate gained of the advertisement of waiting to charge, add minimum charge unit with the actual advertisement expense of value as the advertisement of waiting to charge.

The above only is the preferred embodiments of the present invention; be not so limit claim of the present invention; every equivalent structure or equivalent flow process conversion that utilizes instructions of the present invention and accompanying drawing content to be done; or fortran or directly or indirectly be used in other relevant technical fields, all in like manner be included in the scope of patent protection of the present invention.

Claims (13)

1. advertisement management method comprises:

Obtain the step of the advertising message of at least one advertisement;

Carry out the ad quality assessment according to the advertising message of at least one advertisement that obtains, obtain the step of the ad quality of at least one advertisement;

Carry out the step of priority level management according to the ad quality of at least one advertisement.

2. advertisement management method according to claim 1 is characterized in that:

The assessment of described ad quality is that the advertising message after advertising message or the weighting is carried out logical operation and/or mathematical operation, with operation result as ad quality.

3. advertisement management method according to claim 1 and 2 is characterized in that:

The assessment of described ad quality is that product with the click bid of advertisement and clicking rate is as ad quality; Or with the product of the click bid of advertisement and matching degree as ad quality; Or the click of advertisement bid be multiply by clicking rate, the product that multiply by matching degree again is as ad quality.

4. advertisement management method according to claim 1 and 2 is characterized in that:

The management of described priority level be according to ad quality at least one order ads, determine the distribution scheme or the issue condition of advertisement according to described ranking results; Or according to ad quality at least one advertisement graded or the classification, determine distribution scheme or issue condition according to rank under the advertisement or classification, the distribution scheme or the issue condition of same rank or classification adopted in the one or more advertisements that belong to same rank or classification.

5. advertisement charging method comprises:

Assess advertisement to be chargeed and reach the not needed minimum ad quality of current priority;

Calculate the actual advertisement expense of the advertisement of waiting to charge according to described minimum ad quality.

6. advertisement charging method according to claim 5 is characterized in that:

The minimum ad quality of described assessment is to choose ad quality another advertisement inferior to the advertisement of waiting to charge, with the ad quality of described another advertisement minimum ad quality as the advertisement of waiting to charge.

7. according to claim 5 or 6 described advertisement charging methods, it is characterized in that:

Described calculating actual advertisement expense is with the minimum ad quality of the described advertisement of waiting the to charge quotient divided by the clicking rate gained of the advertisement of waiting to charge, the conduct with value that adds minimum charge unit wait the to charge actual advertisement expense of advertisement; Or with the minimum ad quality of the described advertisement of waiting to charge quotient divided by the matching degree gained of the advertisement of waiting to charge, add minimum charge unit with the actual advertisement expense of value as the advertisement of waiting to charge; Or with the minimum ad quality of the described advertisement of waiting to charge matching degree divided by the advertisement of waiting to charge, again divided by the quotient of the clicking rate gained of the advertisement of waiting to charge, add minimum charge unit with the actual advertisement expense of value as the advertisement of waiting to charge.

8. ad system comprises:

Obtain the information acquisition module of advertising message;

The quality assessment modules of assessment ad quality;

Advertisement is carried out the priority level administration module of priority level management;

Described information acquisition module sends to quality assessment modules with the advertising message that obtains, and by it ad quality is assessed, and the ad quality that described quality assessment modules obtains assessment sends to the priority level administration module and carries out the priority level management.

9. ad system according to claim 8 is characterized in that:

Described information acquisition module comprises clicks bid unit, clicking rate unit and/or matching degree unit, obtain click bid, clicking rate and/or the matching degree information of advertisement respectively, described information acquisition module sends to described quality assessment modules with the advertising message that described click bid unit, clicking rate unit and/or matching degree unit get access to respectively.

10. ad system according to claim 8 is characterized in that:

Described ad quality evaluation module carries out logical operation and/or mathematical operation to the advertising message of described advertising message or weighting, with operation result as ad quality.

11. to 10 any described ad systems, it is characterized in that according to Claim 8:

Described ad quality evaluation module with the product of the click bid of advertisement and clicking rate as ad quality; Or with the product of the click bid of advertisement and matching degree as ad quality; Or the click of advertisement bid be multiply by clicking rate, the product that multiply by matching degree again is as ad quality.

12. to 10 any described ad systems, it is characterized in that according to Claim 8:

Described priority level administration module at least one order ads, is determined the distribution scheme or the issue condition of advertisement according to described ad quality according to described ranking results; Or according to ad quality at least one advertisement graded or the classification, determine distribution scheme or issue condition according to rank under the advertisement or classification, the distribution scheme or the issue condition of same rank or classification adopted in the one or more advertisements that belong to same rank or classification.

13. ad system according to claim 8 is characterized in that, also comprises:

Calculate the accounting module that the advertisement actual advertisement is taken, described accounting module is connected with the information acquisition module with described quality assessment modules respectively, takes according to the actual advertisement of ad quality and advertising message calculating advertisement.

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