技术领域technical field
本公开涉及计算机技术领域，特别涉及一种投放广告的方法及装置。The present disclosure relates to the field of computer technology, in particular to a method and device for placing advertisements.
背景技术Background technique
随着网络技术的不断发展，互联网已经成为人们生活和工作中必不可少的一种信息传播媒介。因此，很多广告主会通过广告平台将自己产品的广告投放到互联网中。目前，在广告平台投放广告时，为了提高广告投放的有效率，一般只能通过调研以及凭借自己的经验，为广告位匹配合适的待投放广告。但是，在广告位与广告的匹配上需要花费大量的时间，使得广告投放的效率低下，并且，广告投放的精准度较低。With the continuous development of network technology, the Internet has become an indispensable information medium in people's life and work. Therefore, many advertisers will place advertisements of their products on the Internet through advertising platforms. At present, in order to improve the efficiency of advertising when placing advertisements on advertising platforms, it is generally only possible to match suitable advertisements to be placed for advertising positions through research and relying on one's own experience. However, it takes a lot of time to match the advertisement position with the advertisement, so that the efficiency of advertisement placement is low, and the accuracy of advertisement placement is low.
发明内容Contents of the invention
为了解决上述技术问题，本公开提供一种投放广告的方法及装置。In order to solve the above technical problems, the present disclosure provides a method and device for placing advertisements.
根据本公开实施例的第一方面，提供一种投放广告的方法，包括：According to the first aspect of the embodiments of the present disclosure, there is provided a method for placing advertisements, including:
获取目标广告位的备选广告；Obtain alternative advertisements for the target ad slot;
获取每个所述备选广告针对于所述目标广告位的有效率的估计值；Obtain an estimated value of the effectiveness of each of the candidate advertisements for the target ad slot;
根据所述估计值从所述备选广告中选取目标广告；selecting a target advertisement from the candidate advertisements according to the estimated value;
在所述目标广告位输出所述目标广告。Outputting the target advertisement at the target advertisement position.
可选的，所述获取目标广告位的备选广告，包括：Optionally, the acquisition of alternative advertisements for the target ad slot includes:
获取所述备选广告的筛选条件；Obtain the filtering conditions of the alternative advertisement;
根据所述筛选条件从待投放广告中筛选出所述备选广告。The candidate advertisement is screened out from the advertisements to be served according to the screening condition.
可选的，所述获取所述备选广告的筛选条件，包括：Optionally, the filtering conditions for obtaining the alternative advertisement include:
获取所述目标广告位对应的一个或多个属性；Obtain one or more attributes corresponding to the target ad slot;
查找每个所述属性匹配的广告筛选条件；find the ad filter criteria matched by each of said attributes;
将查找出的广告筛选条件作为所述目标广告位的备选广告的筛选条件。The found advertisement filter condition is used as the filter condition of the candidate advertisement of the target ad slot.
可选的，所述获取每个所述备选广告针对于所述目标广告位的有效率的估计值，包括：Optionally, the obtaining an estimated value of the effectiveness of each of the candidate advertisements for the target advertising position includes:
获取预先训练的有效率估测模型；Obtain a pre-trained efficiency estimation model;
获取所述目标广告位对应的广告位特征信息以及每个所述备选广告对应的广告特征信息；Obtaining the characteristic information of the advertising space corresponding to the target advertising space and the characteristic information of the advertisement corresponding to each of the candidate advertisements;
将所述目标广告位对应的广告位特征信息以及每个所述备选广告对应的广告特征信息输入到所述有效率估测模型中；Inputting the advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each of the candidate advertisements into the efficiency estimation model;
获取所述有效率估测模型输出的结果，所述结果包括所述估计值。A result output by the efficiency estimation model is acquired, where the result includes the estimated value.
可选的，所述方法还包括：Optionally, the method also includes:
获取样本广告位对应的广告位特征信息以及样本广告对应的广告特征信息，所述样本广告为在所述样本广告位输出的广告；Obtaining advertisement feature information corresponding to a sample advertisement spot and advertisement feature information corresponding to a sample advertisement, the sample advertisement being an advertisement output at the sample advertisement spot;
获取所述样本广告针对于所述样本广告位的实际有效率；Obtaining the actual effectiveness rate of the sample advertisement for the sample advertisement slot;
获取初始估测模型；Obtain the initial estimation model;
采用所述样本广告位对应的广告位特征信息、样本广告对应的广告特征信息以及所述实际有效率对所述初始估测模型中的参数进行修正，以训练出所述有效率估测模型。The parameters in the initial estimation model are corrected by using the advertisement slot feature information corresponding to the sample advertisement slot, the advertisement feature information corresponding to the sample advertisement, and the actual effectiveness rate, so as to train the effectiveness rate estimation model.
可选的，所述广告位特征信息包括以下一项或多项：Optionally, the advertisement slot feature information includes one or more of the following:
所述广告位对应的客户端用户的用户画像数据；User portrait data of the client user corresponding to the advertising space;
所述广告位所占的区域的信息；information on the area occupied by the said advertising space;
所述广告位的应用环境的信息。Information about the application environment of the ad slot.
可选的，所述广告特征信息包括以下一项或多项：Optionally, the advertisement feature information includes one or more of the following:
所述广告的类型信息；information on the type of advertisement in question;
所述广告的素材信息；Information about the material of the advertisement;
所述广告的标题信息；the headline information of the advertisement in question;
所述广告的内容信息。Information about the content of the ad.
可选的，所述根据所述估计值从所述备选广告中选取目标广告，包括：Optionally, the selecting a target advertisement from the candidate advertisements according to the estimated value includes:
获取所述目标广告位的广告输出个数作为目标个数；Acquiring the number of advertisement outputs of the target advertising slot as the target number;
根据所述估计值对所述备选广告进行排序；sorting the candidate advertisements according to the estimated values;
按照所述排序的顺序选取所述目标个数的备选广告作为目标广告。Selecting the target number of candidate advertisements according to the sorting order as target advertisements.
可选的，所述根据所述估计值对所述备选广告进行排序，包括：Optionally, the sorting the candidate advertisements according to the estimated value includes:
按照估计值从大到小的顺序对所述备选广告进行排序。The candidate advertisements are sorted in descending order of estimated value.
可选的，所述根据所述估计值对所述备选广告进行排序，包括：Optionally, the sorting the candidate advertisements according to the estimated value includes:
获取每个所述备选广告的预设权重；Obtaining the preset weight of each of the candidate advertisements;
按照估计值与预设权重的乘积从大到小的顺序对所述备选广告进行排序。The candidate advertisements are sorted in descending order of the product of the estimated value and the preset weight.
可选的，所述有效率包括点击率或者下载率。Optionally, the effective rate includes a click rate or a download rate.
根据本公开实施例的第二方面，提供一种投放广告的装置，包括：According to the second aspect of the embodiments of the present disclosure, there is provided a device for placing advertisements, including:
第一获取模块，被配置为获取目标广告位的备选广告；The first obtaining module is configured to obtain the candidate advertisement of the target advertisement position;
第二获取模块，被配置为获取每个所述备选广告针对于所述目标广告位的有效率的估计值；The second acquisition module is configured to acquire an estimated value of the effectiveness of each of the candidate advertisements for the target advertisement slot;
选取模块，被配置为根据所述估计值从所述备选广告中选取目标广告；a selection module configured to select a target advertisement from the candidate advertisements according to the estimated value;
输出模块，被配置为在所述目标广告位输出所述目标广告。An output module configured to output the target advertisement at the target advertisement position.
可选的，所述第一获取模块包括：Optionally, the first acquisition module includes:
条件获取子模块，被配置为获取所述备选广告的筛选条件；A condition acquisition sub-module configured to acquire the filtering conditions of the candidate advertisement;
筛选子模块，被配置为根据所述筛选条件从待投放广告中筛选出所述备选广告。The screening submodule is configured to screen out the candidate advertisements from the advertisements to be delivered according to the screening conditions.
可选的，所述条件获取子模块被配置用于：Optionally, the conditional acquisition submodule is configured to:
获取所述目标广告位对应的一个或多个属性；Obtain one or more attributes corresponding to the target ad slot;
查找每个所述属性匹配的广告筛选条件；find the ad filter criteria matched by each of said attributes;
将查找出的广告筛选条件作为所述目标广告位的备选广告的筛选条件。The found advertisement filter condition is used as the filter condition of the candidate advertisement of the target ad slot.
可选的，所述第二获取模块包括：Optionally, the second acquisition module includes:
模型获取子模块，被配置为获取预先训练的有效率估测模型；The model acquisition sub-module is configured to acquire a pre-trained efficiency estimation model;
特征获取子模块，被配置为获取所述目标广告位对应的广告位特征信息以及每个所述备选广告对应的广告特征信息；The feature acquisition submodule is configured to acquire the advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each of the candidate advertisements;
输入子模块，被配置为将所述目标广告位对应的广告位特征信息以及每个所述备选广告对应的广告特征信息输入到所述有效率估测模型中；The input submodule is configured to input the advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each of the candidate advertisements into the efficiency estimation model;
结果获取子模块，被配置为获取所述有效率估测模型输出的结果，所述结果包括所述估计值。The result obtaining submodule is configured to obtain a result output by the efficiency estimation model, the result including the estimated value.
可选的，所述装置还包括：Optionally, the device also includes:
第三获取模块，被配置为获取样本广告位对应的广告位特征信息以及样本广告对应的广告特征信息，所述样本广告为在所述样本广告位输出的广告；The third acquisition module is configured to acquire the advertisement feature information corresponding to the sample advertisement spot and the advertisement feature information corresponding to the sample advertisement, where the sample advertisement is an advertisement output at the sample advertisement spot;
第四获取模块，被配置为获取所述样本广告针对于所述样本广告位的实际有效率；The fourth obtaining module is configured to obtain the actual effectiveness of the sample advertisement for the sample advertisement space;
第五获取模块，被配置为获取初始估测模型；The fifth obtaining module is configured to obtain an initial estimation model;
训练模块，被配置为采用所述样本广告位对应的广告位特征信息、样本广告对应的广告特征信息以及所述实际有效率对所述初始估测模型中的参数进行修正，以训练出所述有效率估测模型。The training module is configured to correct the parameters in the initial estimation model by using the advertisement spot feature information corresponding to the sample advertisement spot, the advertisement feature information corresponding to the sample advertisement, and the actual effectiveness rate, so as to train the Efficiency Estimation Model.
可选的，所述广告位特征信息包括以下一项或多项：Optionally, the advertisement slot feature information includes one or more of the following:
所述广告位对应的客户端用户的用户画像数据；User portrait data of the client user corresponding to the advertising space;
所述广告位所占的区域的信息；information on the area occupied by the said advertising space;
所述广告位的应用环境的信息。Information about the application environment of the ad slot.
可选的，所述广告特征信息包括以下一项或多项：Optionally, the advertisement feature information includes one or more of the following:
所述广告的类型信息；information on the type of advertisement in question;
所述广告的素材信息；Information about the material of the advertisement;
所述广告的标题信息；the headline information of the advertisement in question;
所述广告的内容信息。Information about the content of the ad.
可选的，所述选取模块包括：Optionally, the selection module includes:
个数获取子模块，被配置为获取所述目标广告位的广告输出个数作为目标个数；The number obtaining sub-module is configured to obtain the number of advertisement output of the target advertising space as the target number;
排序子模块，被配置为根据所述估计值对所述备选广告进行排序；a sorting submodule configured to sort the candidate advertisements according to the estimated value;
选取子模块，被配置为按照所述排序的顺序选取所述目标个数的备选广告作为目标广告。The selection submodule is configured to select the target number of candidate advertisements as target advertisements according to the sorting order.
可选的，所述排序子模块被配置用于：Optionally, the sorting submodule is configured to:
按照估计值从大到小的顺序对所述备选广告进行排序。The candidate advertisements are sorted in descending order of estimated value.
可选的，所述排序子模块被配置用于：Optionally, the sorting submodule is configured to:
获取每个所述备选广告的预设权重；Obtaining the preset weight of each of the candidate advertisements;
按照估计值与预设权重的乘积从大到小的顺序对所述备选广告进行排序。The candidate advertisements are sorted in descending order of the product of the estimated value and the preset weight.
可选的，所述有效率包括点击率或者下载率。Optionally, the effective rate includes a click rate or a download rate.
根据本公开实施例的第三方面，提供一种投放广告的装置，包括：According to a third aspect of the embodiments of the present disclosure, there is provided a device for placing advertisements, including:
处理器；processor;
用于存储处理器可执行指令的存储器；memory for storing processor-executable instructions;
其中，所述处理器被配置为：Wherein, the processor is configured as:
获取目标广告位的备选广告；Obtain alternative advertisements for the target ad slot;
获取每个所述备选广告针对于所述目标广告位的有效率的估计值；Obtain an estimated value of the effectiveness of each of the candidate advertisements for the target ad slot;
根据所述估计值从所述备选广告中选取目标广告；selecting a target advertisement from the candidate advertisements according to the estimated value;
在所述目标广告位输出所述目标广告。Outputting the target advertisement at the target advertisement position.
本公开的实施例提供的技术方案可以包括以下有益效果：The technical solutions provided by the embodiments of the present disclosure may include the following beneficial effects:
本公开的实施例提供的投放广告的方法，通过获取目标广告位的备选广告，根据每个备选广告针对于目标广告位的有效率的估计值，从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够根据广告位选择合适的广告进行投放，提高了广告投放的效率以及精准度。In the method for placing advertisements provided by the embodiments of the present disclosure, by obtaining the candidate advertisements of the target advertisement position, according to the estimated value of the effectiveness of each candidate advertisement for the target advertisement position, the target advertisement is selected from the candidate advertisements, and Output the target advertisement at the target ad slot. Therefore, it is possible to select a suitable advertisement for delivery according to the advertisement position, which improves the efficiency and accuracy of advertisement delivery.
本公开的实施例提供的投放广告的方法，通过获取备选广告的筛选条件，根据该筛选条件从待投放广告中筛选出备选广告，并根据每个备选广告针对于目标广告位的有效率的估计值，从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。In the method for placing advertisements provided by the embodiments of the present disclosure, by obtaining the filter conditions of the candidate advertisements, the candidate advertisements are selected from the advertisements to be delivered according to the filter conditions, and according to the effectiveness of each candidate advertisement for the target advertising position, Estimated value of efficiency, select the target ad from the alternative ads, and output the target ad at the target ad slot. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
本公开的实施例提供的投放广告的方法，通过获取目标广告位的备选广告，获取预先训练的有效率估测模型，以及目标广告位对应的广告位特征信息和每个备选广告对应的广告特征信息。将目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息输入到有效率估测模型中，获取有效率估测模型输出的结果，该结果包括估计值。根据估计值从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。The method of placing advertisements provided by the embodiments of the present disclosure obtains the pre-trained efficiency estimation model by obtaining the candidate advertisements of the target advertisements, as well as the characteristic information of the advertisements corresponding to the target advertisements and the information corresponding to each candidate advertisement. Advertisement Characteristic Information. The advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement are input into the efficiency estimation model, and the output result of the efficiency estimation model is obtained, and the result includes an estimated value. Select the target advertisement from the alternative advertisements according to the estimated value, and output the target advertisement at the target advertisement position. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
本公开的实施例提供的投放广告的方法，通过获取样本广告位对应的广告位特征信息以及样本广告对应的广告特征信息，获取样本广告针对于样本广告位的实际有效率，获取初始估测模型。并采用样本广告位对应的广告位特征信息、样本广告对应的广告特征信息以及实际有效率对初始估测模型中的参数进行修正，以训练出上述有效率估测模型。从而能够根据广告位更准确的选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。The method of placing advertisements provided by the embodiments of the present disclosure obtains the actual effectiveness of the sample advertisements for the sample advertisements by obtaining the advertisement characteristic information corresponding to the sample advertisement and the advertisement characteristic information corresponding to the sample advertisement, and obtains the initial estimation model . The parameters in the initial estimation model are corrected by using the characteristic information of the advertising space corresponding to the sample advertisement space, the characteristic information of the advertisement corresponding to the sample advertisement, and the actual efficiency, so as to train the above-mentioned efficiency estimation model. Therefore, it is possible to more accurately select a suitable advertisement for delivery according to the advertisement position, which helps to improve the efficiency and accuracy of advertisement delivery.
本公开的实施例提供的投放广告的方法，通过获取目标广告位的备选广告，获取每个备选广告针对于目标广告位的有效率的估计值。获取目标广告位的广告输出个数作为目标个数，根据上述估计值对备选广告进行排序，按照上述排序顺序选取目标个数的备选广告作为目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。The method for placing advertisements provided by the embodiments of the present disclosure obtains the estimated value of the effectiveness of each candidate advertisement for the target advertisement location by obtaining the candidate advertisements of the target advertisement location. Obtain the output number of advertisements of the target advertising position as the target number, sort the candidate advertisements according to the above estimated value, select the target number of candidate advertisements as the target advertisements according to the above sorting order, and output the target advertisements at the target advertising position. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
本公开的实施例提供的投放广告的方法，通过获取备选广告的筛选条件，根据上述筛选条件从待投放广告中筛选出备选广告，获取每个备选广告针对于目标广告位的有效率的估计值。获取目标广告位的广告输出个数作为目标个数，根据上述估计值对备选广告进行排序，按照上述排序顺序选取目标个数的备选广告作为目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。In the method for placing advertisements provided by the embodiments of the present disclosure, by obtaining the filtering conditions of the candidate advertisements, the candidate advertisements are selected from the advertisements to be placed according to the above filtering conditions, and the effectiveness of each candidate advertisement for the target advertising position is obtained. estimated value. Obtain the output number of advertisements of the target advertising position as the target number, sort the candidate advertisements according to the above estimated value, select the target number of candidate advertisements as the target advertisements according to the above sorting order, and output the target advertisements at the target advertising position. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
应当理解的是，以上的一般描述和后文的细节描述仅是示例性和解释性的，并不能限制本公开。It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not restrictive of the present disclosure.
附图说明Description of drawings
此处的附图被并入说明书中并构成本说明书的一部分，示出了符合本公开的实施例，并与说明书一起用于解释本公开的原理。The accompanying drawings, which are incorporated in and constitute a part of this specification, illustrate embodiments consistent with the disclosure and together with the description serve to explain the principles of the disclosure.
图1是本公开根据一示例性实施例示出的一种投放广告的方法的流程图；Fig. 1 is a flowchart of a method for placing advertisements according to an exemplary embodiment of the present disclosure;
图2是本公开根据一示例性实施例示出的另一种投放广告的方法的流程图；Fig. 2 is a flow chart of another method for placing advertisements according to an exemplary embodiment of the present disclosure;
图3是本公开根据一示例性实施例示出的另一种投放广告的方法的流程图；Fig. 3 is a flow chart of another method for placing advertisements according to an exemplary embodiment of the present disclosure;
图4是本公开根据一示例性实施例示出的一种投放广告的装置的框图；Fig. 4 is a block diagram of a device for placing advertisements according to an exemplary embodiment of the present disclosure;
图5是本公开根据一示例性实施例示出的另一种投放广告的装置的框图；Fig. 5 is a block diagram of another device for placing advertisements according to an exemplary embodiment of the present disclosure;
图6是本公开根据一示例性实施例示出的另一种投放广告的装置的框图；Fig. 6 is a block diagram of another device for placing advertisements according to an exemplary embodiment of the present disclosure;
图7是本公开根据一示例性实施例示出的另一种投放广告的装置的框图；Fig. 7 is a block diagram of another device for placing advertisements according to an exemplary embodiment of the present disclosure;
图8是本公开根据一示例性实施例示出的另一种投放广告的装置的框图；Fig. 8 is a block diagram of another device for placing advertisements according to an exemplary embodiment of the present disclosure;
图9是本公开根据一示例性实施例示出的一种投放广告的装置的一结构示意图。Fig. 9 is a schematic structural diagram of a device for placing advertisements according to an exemplary embodiment of the present disclosure.
具体实施方式detailed description
这里将详细地对示例性实施例进行说明，其示例表示在附图中。下面的描述涉及附图时，除非另有表示，不同附图中的相同数字表示相同或相似的要素。以下示例性实施例中所描述的实施方式并不代表与本公开相一致的所有实施方式。相反，它们仅是与如所附权利要求书中所详述的、本公开的一些方面相一致的装置和方法的例子。Reference will now be made in detail to the exemplary embodiments, examples of which are illustrated in the accompanying drawings. When the following description refers to the accompanying drawings, the same numerals in different drawings refer to the same or similar elements unless otherwise indicated. The implementations described in the following exemplary examples do not represent all implementations consistent with the present disclosure. Rather, they are merely examples of apparatuses and methods consistent with aspects of the present disclosure as recited in the appended claims.
在本公开使用的术语是仅仅出于描述特定实施例的目的，而非旨在限制本公开。在本公开和所附权利要求书中所使用的单数形式的“一种”、“所述”和“该”也旨在包括多数形式，除非上下文清楚地表示其他含义。还应当理解，本文中使用的术语“和/或”是指并包含一个或多个相关联的列出项目的任何或所有可能组合。The terminology used in the present disclosure is for the purpose of describing particular embodiments only, and is not intended to limit the present disclosure. As used in this disclosure and the appended claims, the singular forms "a", "the", and "the" are intended to include the plural forms as well, unless the context clearly dictates otherwise. It should also be understood that the term "and/or" as used herein refers to and includes any and all possible combinations of one or more of the associated listed items.
应当理解，尽管在本公开可能采用术语第一、第二、第三等来描述各种信息，但这些信息不应限于这些术语。这些术语仅用来将同一类型的信息彼此区分开。例如，在不脱离本公开范围的情况下，第一信息也可以被称为第二信息，类似地，第二信息也可以被称为第一信息。取决于语境，如在此所使用的词语“如果”可以被解释成为“在……时”或“当……时”或“响应于确定”。It should be understood that although the terms first, second, third, etc. may be used in the present disclosure to describe various information, the information should not be limited to these terms. These terms are only used to distinguish information of the same type from one another. For example, without departing from the scope of the present disclosure, first information may also be called second information, and similarly, second information may also be called first information. Depending on the context, the word "if" as used herein may be interpreted as "at" or "when" or "in response to a determination."
如图1所示，图1是根据一示例性实施例示出的一种投放广告的方法的流程图，该方法可以应用于终端设备或者服务器中。本领域技术人员可以理解，该终端设备可以包括但不限于诸如智能手机的移动终端设备、平板电脑、膝上型便携计算机以及台式电脑等等。该方法包括以下步骤：As shown in FIG. 1 , FIG. 1 is a flow chart of a method for placing advertisements according to an exemplary embodiment, and the method may be applied to a terminal device or a server. Those skilled in the art can understand that the terminal device may include, but is not limited to, a mobile terminal device such as a smart phone, a tablet computer, a laptop computer, a desktop computer, and the like. The method includes the following steps:
在步骤101中，获取目标广告位的备选广告。In step 101, a candidate advertisement of a target advertisement position is obtained.
在本实施例中，目标广告位为需要投放广告的广告位，备选广告为待投放的广告中部分与目标广告位匹配的广告。可以从备选广告中选择投放在目标广告位上的目标广告。一般来说，待投放的广告数量巨大，如果直接从待投放的广告中为目标广告位选择目标广告，计算量会很大，从而导致投放广告的效率低下，因此，可以先从待投放的广告中初步筛选出部分广告作为备选广告，然后再从备选广告中选择目标广告。In this embodiment, the target advertising space is the advertising space that needs to be placed, and the candidate advertisements are the advertisements that partially match the target advertising space among the advertisements to be placed. A target ad to be placed on the target ad slot may be selected from alternative ads. Generally speaking, the number of advertisements to be delivered is huge. If the target advertisement is selected for the target ad slot directly from the advertisements to be delivered, the amount of calculation will be large, resulting in low efficiency of advertisement delivery. Therefore, it is possible to start with the advertisements to be delivered Part of the advertisements are preliminarily screened out as candidate advertisements, and then the target advertisement is selected from the candidate advertisements.
在本实施例的一种实现方式中，可以从待投放的广告中任意随机选取预定数量的广告作为备选广告。In an implementation manner of this embodiment, a predetermined number of advertisements may be randomly selected from the advertisements to be served as candidate advertisements.
在本实施例的另一种实现方式中，还可以首先获取备选广告的筛选条件，然后根据筛选条件从待投放广告中筛选出备选广告。In another implementation manner of this embodiment, the filtering conditions of the candidate advertisements may be obtained first, and then the candidate advertisements are selected from the advertisements to be delivered according to the filtering conditions.
可以理解，还可以通过其它方式获取目标广告位的备选广告，本公开对获取目标广告位的备选广告的具体方式方面不限定。It can be understood that alternative advertisements of the target advertising slots can also be acquired in other ways, and the present disclosure does not limit the specific manner of acquiring the alternative advertisements of the target advertising slots.
在步骤102中，获取每个备选广告针对于目标广告位的有效率的估计值。In step 102, an estimated value of the effectiveness of each candidate advertisement for the target advertisement position is obtained.
一般来说，在广告被投放后，希望能被更多的用户关注到，并且进一步通过用户的点击或者下载向用户展示更多对应产品的介绍。因此，在本实施例中，上述有效率可以是对应的点击率或者下载率。另外，不同类型的广告在不同的广告位上投放，效果是不一样的，例如，在时尚论坛页面中投放服装广告，可能比在游戏论坛页面中投放服装广告更容易被关注。因此，需要获取每个备选广告针对于目标广告位的有效率的估计值。一个广告针对于目标广告位的点击率或者下载率越高，说明该广告在该目标广告位上的广告投放越有效。Generally speaking, after the advertisement is placed, it is hoped that more users will pay attention to it, and more introductions of corresponding products will be displayed to the user through clicking or downloading by the user. Therefore, in this embodiment, the above effective rate may be the corresponding click rate or download rate. In addition, different types of advertisements have different effects when placed on different advertising positions. For example, placing clothing advertisements on fashion forum pages may attract more attention than placing clothing advertisements on game forum pages. Therefore, it is necessary to obtain an estimated value of the effectiveness of each candidate advertisement for the target advertisement slot. The higher the click-through rate or download rate of an advertisement for a target ad slot, the more effective the ad placement of the ad is on the target ad slot.
在本实施例中，可以通过如下方式获取每个备选广告针对于目标广告位的有效率的估计值：首先，获取预先训练的有效率估测模型，然后，获取目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息，将目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息输入到有效率估测模型中。最后，获取有效率估测模型输出的结果，该结果包括目标广告位的有效率的估计值。In this embodiment, the estimated value of the effectiveness of each candidate advertisement for the target advertising position can be obtained in the following manner: first, obtain the pre-trained efficiency estimation model, and then obtain the advertising position corresponding to the target advertising position The feature information and the advertisement feature information corresponding to each candidate advertisement are input into the efficiency estimation model with the advertisement spot feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement. Finally, the output result of the effectiveness estimation model is obtained, and the result includes the estimated value of the effectiveness of the target advertising slot.
在步骤103中，根据上述估计值从备选广告中选取目标广告。In step 103, the target advertisement is selected from the candidate advertisements according to the estimated value.
一般来说，一个广告位可以投放一个广告，也可以投放多个广告，并且每个广告位可投放的广告个数可能不同。因此，在选取目标广告时，首先要确定目标广告位的广告输出个数作为目标个数。接着，需要按照优先级对备选广告进行排序，并按照优先级的顺序选取目标个数的备选广告作为目标广告。Generally speaking, one advertisement slot can serve one advertisement, or multiple advertisements, and the number of advertisements that can be served by each advertisement slot may be different. Therefore, when selecting a target advertisement, it is first necessary to determine the output number of advertisements in the target ad slot as the target number. Next, it is necessary to sort the candidate advertisements according to the priority, and select a target number of candidate advertisements as the target advertisement according to the order of priority.
具体来说，在一种实现方式中，可以根据针对于目标广告位的有效率的估计值的大小对备选广告进行排序，上述估计值越大，优先级越高，排序越靠前。在另一种实现方式中，还可以确定每个备选广告的预设权重，按照估计值与预设权重的乘积从大到小的顺序对备选广告进行排序。可以理解，还可以有其它的方式从备选广告中选取目标广告，本公开对从备选广告中选取目标广告的具体方式方面不限定。Specifically, in an implementation manner, the candidate advertisements may be sorted according to the estimated value of the efficiency of the target advertisement slot. The larger the estimated value, the higher the priority and the higher the ranking. In another implementation manner, the preset weight of each candidate advertisement may also be determined, and the candidate advertisements are sorted in descending order of the product of the estimated value and the preset weight. It can be understood that there may be other ways to select the target advertisement from the candidate advertisements, and the present disclosure does not limit the specific manner of selecting the target advertisement from the candidate advertisements.
在步骤104中，在目标广告位输出目标广告。In step 104, the target advertisement is output at the target advertisement position.
本公开的实施例提供的投放广告的方法，通过获取目标广告位的备选广告，根据每个备选广告针对于目标广告位的有效率的估计值，从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够根据广告位选择合适的广告进行投放，提高了广告投放的效率以及精准度。In the method for placing advertisements provided by the embodiments of the present disclosure, by obtaining the candidate advertisements of the target advertisement position, according to the estimated value of the effectiveness of each candidate advertisement for the target advertisement position, the target advertisement is selected from the candidate advertisements, and Output the target advertisement at the target ad slot. Therefore, it is possible to select a suitable advertisement for delivery according to the advertisement position, which improves the efficiency and accuracy of advertisement delivery.
如图2所示，图2根据一示例性实施例示出的另一种投放广告的方法的流程图，该实施例详细描述了获取目标广告位的备选广告以及根据估计值从备选广告中选取目标广告的过程，该方法可以应用于终端设备或者服务器中，包括以下步骤：As shown in FIG. 2 , FIG. 2 is a flow chart of another method for placing advertisements according to an exemplary embodiment. This embodiment describes in detail the acquisition of candidate advertisements for the target advertising slot and selecting from the candidate advertisements according to the estimated value. The process of selecting a target advertisement, which can be applied to a terminal device or a server, includes the following steps:
在步骤201中，获取备选广告的筛选条件。In step 201, filter conditions of candidate advertisements are acquired.
在本实施例中，备选广告可以是与目标广告位匹配的广告，因此，首先，需要获取匹配的条件，即筛选条件。可以首先获取目标广告位对应的一个或多个属性，查找每个属性匹配的广告筛选条件，将查找出的广告筛选条件作为目标广告位的备选广告的筛选条件。In this embodiment, the candidate advertisement may be an advertisement that matches the target advertisement position. Therefore, firstly, the matching condition, ie, the filtering condition, needs to be acquired. One or more attributes corresponding to the target ad slot may be obtained first, an advertisement filter condition matched by each attribute is searched, and the found advertisement filter condition is used as a filter condition of a candidate advertisement of the target ad slot.
具体来说，在本实施例中，每个广告位可以对应一个或多个属性，该属性可以包括广告位周围上下文的内容类别，例如，一个广告位位于体育新闻的页面中，则该广告位的属性可以包括体育类别。该属性还可以包括广告位的展示方式，例如，一个广告位的展示方式为动态动画展示，则该广告位的属性可以包括动态动画。可以理解，该属性还可以包括其它各种属性，本公开对广告位对应的属性的具体内容方面不限定。Specifically, in this embodiment, each advertisement space may correspond to one or more attributes, and the attributes may include the content category of the surrounding context of the advertisement place. For example, if an advertisement place is located in a page of sports news, the advertisement place Attributes can include sports categories. The attribute may also include the display mode of the advertisement slot. For example, if the display mode of an advertisement slot is dynamic animation display, the attribute of the advertisement slot may include dynamic animation. It can be understood that the attribute may also include other various attributes, and the present disclosure does not limit the specific content of the attribute corresponding to the advertisement slot.
在本实施例中，可以预先针对广告位对应的不同属性，设定一些广告筛选条件，并将这些筛选条件与对应的属性进行关联地存储。例如，当广告位包括体育类别的属性时，可以设定的筛选条件为体育用品或者体育服装的广告。又例如，当广告位包括动态动画的属性时，可以设定的筛选条件为动态动画形式的广告。In this embodiment, some advertisement filter conditions may be set in advance for different attributes corresponding to the advertisement slots, and these filter conditions may be stored in association with corresponding attributes. For example, when the advertisement position includes the attribute of the sports category, the filter condition that can be set is the advertisement of sports goods or sports clothing. For another example, when the advertisement position includes the attribute of dynamic animation, the filter condition that can be set is an advertisement in the form of dynamic animation.
在步骤202中，根据上述筛选条件从待投放广告中筛选出备选广告。In step 202, candidate advertisements are selected from the advertisements to be delivered according to the above screening conditions.
在本实施例中，可以预先对待投放广告设定一个或多个标签，这些标签可以与上述预存的筛选条件中的一个或多个筛选条件相匹配。当筛选备选广告时，首先将备选广告的筛选条件与待投放广告的标签进行匹配，将与备选广告的筛选条件相匹配的待投放广告选取出来作为备选广告。In this embodiment, one or more tags may be set in advance for the advertisement to be served, and these tags may match one or more of the above-mentioned pre-stored filter conditions. When screening candidate advertisements, the filter conditions of the candidate advertisements are first matched with the labels of the advertisements to be delivered, and the advertisements to be delivered that match the filter conditions of the candidate advertisements are selected as candidate advertisements.
在步骤203中，获取每个备选广告针对于目标广告位的有效率的估计值。In step 203, an estimated value of the effectiveness of each candidate advertisement for the target advertisement position is acquired.
在步骤204中，获取目标广告位的广告输出个数作为目标个数。In step 204, the number of output advertisements of the target advertisement slot is acquired as the target number.
一般来说，一个广告位可以投放一个广告，也可以投放多个广告，并且每个广告位可投放的广告个数可能不同。因此，在本实施例中，在选取目标广告时，首先要确定目标广告位的广告输出个数作为目标个数。Generally speaking, one advertisement slot can serve one advertisement, or multiple advertisements, and the number of advertisements that can be served by each advertisement slot may be different. Therefore, in this embodiment, when selecting a target advertisement, it is first necessary to determine the output number of advertisements in the target advertisement position as the target number.
在步骤205中，根据上述估计值对备选广告进行排序。In step 205, the candidate advertisements are sorted according to the above estimated values.
在本实施例的一种实现方式中，可以按照估计值从大到小的顺序对备选广告进行排序。In an implementation of this embodiment, the candidate advertisements may be sorted in descending order of estimated values.
在本实施例的另一种实现方式中，不同的待投放广告可能具有不同的权重，例如，为了降低游戏对青少年的影响，可以将游戏类的广告设定一个较低的权重。又例如，为了推广正版图书，鼓励青少年多阅读，可以将图书类的广告设定一个较高的权重。可以获取每个备选广告的预设权重，按照估计值与预设权重的乘积从大到小的顺序对备选广告进行排序。其中，备选广告的预设权重可以是任意合理的数值，本公开对此方面不限定。In another implementation of this embodiment, different advertisements to be delivered may have different weights. For example, in order to reduce the impact of games on teenagers, a lower weight may be set for game advertisements. For another example, in order to promote genuine books and encourage young people to read more, a higher weight can be set for book advertisements. The preset weight of each candidate advertisement may be obtained, and the candidate advertisements are sorted in descending order of the product of the estimated value and the preset weight. Wherein, the preset weight of the candidate advertisement may be any reasonable value, which is not limited in the present disclosure.
在步骤206中，按照上述排序顺序选取目标个数的备选广告作为目标广告。In step 206, a target number of candidate advertisements are selected as target advertisements according to the above sorting order.
在步骤207中，在目标广告位输出目标广告。In step 207, the target advertisement is output at the target advertisement position.
需要说明的是，对于与图1实施例中相同的步骤，在上述图2实施例中不再进行赘述，相关内容可参见图1实施例。It should be noted that, for the same steps as those in the embodiment in FIG. 1 , they will not be repeated in the above embodiment in FIG. 2 , and relevant content may refer to the embodiment in FIG. 1 .
本公开的实施例提供的投放广告的方法，通过获取备选广告的筛选条件，根据上述筛选条件从待投放广告中筛选出备选广告，获取每个备选广告针对于目标广告位的有效率的估计值。获取目标广告位的广告输出个数作为目标个数，根据上述估计值对备选广告进行排序，按照上述排序顺序选取目标个数的备选广告作为目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。In the method for placing advertisements provided by the embodiments of the present disclosure, by obtaining the filtering conditions of the candidate advertisements, the candidate advertisements are selected from the advertisements to be placed according to the above filtering conditions, and the effectiveness of each candidate advertisement for the target advertising position is obtained. estimated value. Obtain the output number of advertisements of the target advertising position as the target number, sort the candidate advertisements according to the above estimated value, select the target number of candidate advertisements as the target advertisements according to the above sorting order, and output the target advertisements at the target advertising position. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
如图3所示，图3根据一示例性实施例示出的另一种投放广告的方法的流程图，该实施例详细描述了获取每个备选广告针对于目标广告位的有效率的估计值的过程，该方法可以应用于终端设备或者服务器中，包括以下步骤：As shown in FIG. 3 , FIG. 3 is a flow chart of another method for placing advertisements according to an exemplary embodiment. This embodiment describes in detail how to obtain the estimated value of the effectiveness of each candidate advertisement for the target advertising position. The process, the method can be applied to a terminal device or a server, including the following steps:
在步骤301中，获取目标广告位的备选广告。In step 301, a candidate advertisement of a target advertisement position is acquired.
在步骤302中，获取预先训练的有效率估测模型。In step 302, a pre-trained effective rate estimation model is acquired.
在本实施例中，可以预先训练用于估测上述有效率的有效率估测模型，具体来说，可以通过如下方式训练有效率估测模型：首先，获取样本广告位对应的广告位特征信息以及样本广告对应的广告特征信息。其中，样本广告为在样本广告位输出的广告。其中，广告位特征信息可以包括以下一项或多项：广告位对应的客户端用户的用户画像数据(如，用户的年龄、性别、使用习惯、应用程序的安装习惯等等)；广告位所占的区域的信息(如，广告位所在的具体位置、广告位的窗口尺寸等等)；广告位的应用环境的信息(如，广告位所处的上下文的内容、当前的网络连接状态等等)。其中，广告特征信息可以包括以下一项或多项：广告的类型信息；广告的素材信息；广告的标题信息；广告的内容信息。In this embodiment, the efficiency estimation model for estimating the above-mentioned efficiency can be pre-trained. Specifically, the efficiency estimation model can be trained in the following manner: First, obtain the characteristic information of the advertising space corresponding to the sample advertising space and advertisement characteristic information corresponding to the sample advertisement. Wherein, the sample advertisement is an advertisement output in the sample advertisement position. Wherein, the characteristic information of the advertising space may include one or more of the following: the user portrait data of the client user corresponding to the advertising space (such as the user's age, gender, usage habits, installation habits of application programs, etc.); The information of the occupied area (such as the specific location of the advertising space, the window size of the advertising space, etc.); the information of the application environment of the advertising space (such as the content of the context where the advertising space is located, the current network connection status, etc. ). Wherein, the advertisement feature information may include one or more of the following: advertisement type information; advertisement material information; advertisement title information; advertisement content information.
接着，获取样本广告针对于样本广告位的实际有效率(如，点击率，或者下载率等)。获取初始的待训练估测模型，用采集到的样本广告位对应的广告位特征信息、样本广告对应的广告特征信息以及实际有效率不断输入待训练估测模型，并不断调整该模型的参数，直到该模型能够比较准确的评估出样本广告针对于样本广告位的有效率，从而训练得到有效率估测模型。当然，本领域中已知的以及将来可能出现的任何其他训练有效率估测模型的方法都可以应用于本公开，本公开对其训练有效率估测模型的具体方式方面不限定。Next, the actual effective rate (for example, click-through rate, or download rate, etc.) of the sample advertisement for the sample advertisement slot is acquired. Obtain the initial estimation model to be trained, continuously input the estimation model to be trained with the collected characteristic information of the advertising space corresponding to the sample advertisement space, the advertisement characteristic information corresponding to the sample advertisement, and the actual effectiveness rate, and continuously adjust the parameters of the model, Until the model can more accurately evaluate the effectiveness of the sample advertisements for the sample advertisement slots, the effectiveness estimation model is trained. Of course, any other method for training the efficiency estimation model known in the art and that may appear in the future can be applied to the present disclosure, and the disclosure does not limit the specific manner of training the efficiency estimation model.
在本实施例中，当训练出有效率估测模型后，可以将该有效率估测模型进行存储。在获取每个备选广告针对于目标广告位的有效率的估计值时，可以从预存的数据中获取预先训练好的有效率估测模型。In this embodiment, after the efficiency estimation model is trained, the efficiency estimation model may be stored. When obtaining the estimated value of the effective rate of each candidate advertisement for the target advertising position, a pre-trained effective rate estimation model can be obtained from pre-stored data.
在步骤303中，获取目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息。In step 303, the advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement are acquired.
在步骤304中，将目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息输入到有效率估测模型中。In step 304, the advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement are input into the efficiency estimation model.
在步骤305中，获取有效率估测模型输出的结果，该结果包括估计值。In step 305, the output result of the efficiency estimation model is obtained, and the result includes an estimated value.
在步骤306中，根据估计值从备选广告中选取目标广告。In step 306, the target advertisement is selected from candidate advertisements according to the estimated value.
在步骤307中，在目标广告位输出目标广告。In step 307, the target advertisement is output at the target advertisement position.
需要说明的是，对于与图1和图2实施例中相同的步骤，在上述图3实施例中不再进行赘述，相关内容可参见图1和图2实施例。It should be noted that, for the same steps as those in the embodiment in FIG. 1 and FIG. 2 , they will not be repeated in the above embodiment in FIG. 3 , and relevant content may refer to the embodiment in FIG. 1 and FIG. 2 .
本公开的实施例提供的投放广告的方法，通过获取目标广告位的备选广告，获取预先训练的有效率估测模型，以及目标广告位对应的广告位特征信息和每个备选广告对应的广告特征信息。将目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息输入到有效率估测模型中，获取有效率估测模型输出的结果，该结果包括估计值。根据估计值从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。The method of placing advertisements provided by the embodiments of the present disclosure obtains the pre-trained efficiency estimation model by obtaining the candidate advertisements of the target advertisements, as well as the characteristic information of the advertisements corresponding to the target advertisements and the information corresponding to each candidate advertisement. Advertisement Characteristic Information. The advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement are input into the efficiency estimation model, and the output result of the efficiency estimation model is obtained, and the result includes an estimated value. Select the target advertisement from the alternative advertisements according to the estimated value, and output the target advertisement at the target advertisement position. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
应当注意，尽管在附图中以特定顺序描述了本公开方法的操作，但是，这并非要求或者暗示必须按照该特定顺序来执行这些操作，或是必须执行全部所示的操作才能实现期望的结果。相反，流程图中描绘的步骤可以改变执行顺序。附加地或备选地，可以省略某些步骤，将多个步骤合并为一个步骤执行，和/或将一个步骤分解为多个步骤执行。It should be noted that, while operations of the disclosed methods are depicted in the figures in a particular order, this does not require or imply that the operations must be performed in that particular order, or that all illustrated operations must be performed to achieve desirable results. . Conversely, the steps depicted in the flowcharts may be performed in an altered order. Additionally or alternatively, certain steps may be omitted, multiple steps may be combined into one step for execution, and/or one step may be decomposed into multiple steps for execution.
与前述投放广告的方法实施例相对应，本公开还提供了投放广告的装置的实施例。Corresponding to the aforementioned method embodiments for placing advertisements, the present disclosure also provides embodiments of apparatuses for placing advertisements.
如图4所示，图4是本公开根据一示例性实施例示出的一种投放广告的装置框图，该装置包括：第一获取模块401，第二获取模块402，选取模块403以及输出模块404。As shown in FIG. 4 , FIG. 4 is a block diagram of a device for placing advertisements according to an exemplary embodiment of the present disclosure. The device includes: a first acquisition module 401 , a second acquisition module 402 , a selection module 403 and an output module 404 .
其中，第一获取模块401，被配置为获取目标广告位的备选广告。Wherein, the first obtaining module 401 is configured to obtain the candidate advertisement of the target advertisement position.
在本实施例中，目标广告位为需要投放广告的广告位，备选广告为待投放的广告中部分与目标广告位匹配的广告。可以从备选广告中选择投放在目标广告位上的目标广告。一般来说，待投放的广告数量巨大，如果直接从待投放的广告中为目标广告位选择目标广告，计算量会很大，从而导致投放广告的效率低下，因此，可以先从待投放的广告中初步筛选出部分广告作为备选广告，然后再从备选广告中选择目标广告。In this embodiment, the target advertising space is the advertising space that needs to be placed, and the candidate advertisements are the advertisements that partially match the target advertising space among the advertisements to be placed. A target ad to be placed on the target ad slot may be selected from alternative ads. Generally speaking, the number of advertisements to be delivered is huge. If the target advertisement is selected for the target ad slot directly from the advertisements to be delivered, the amount of calculation will be large, resulting in low efficiency of advertisement delivery. Therefore, it is possible to start with the advertisements to be delivered Part of the advertisements are preliminarily screened out as candidate advertisements, and then the target advertisement is selected from the candidate advertisements.
在本实施例的一种实现方式中，可以从待投放的广告中任意随机选取预定数量的广告作为备选广告。In an implementation manner of this embodiment, a predetermined number of advertisements may be randomly selected from the advertisements to be served as candidate advertisements.
在本实施例的另一种实现方式中，还可以首先获取备选广告的筛选条件，然后根据筛选条件从待投放广告中筛选出备选广告。In another implementation manner of this embodiment, the filtering conditions of the candidate advertisements may be obtained first, and then the candidate advertisements are selected from the advertisements to be delivered according to the filtering conditions.
可以理解，还可以通过其它方式获取目标广告位的备选广告，本公开对获取目标广告位的备选广告的具体方式方面不限定。It can be understood that alternative advertisements of the target advertising slots can also be acquired in other ways, and the present disclosure does not limit the specific manner of acquiring the alternative advertisements of the target advertising slots.
第二获取模块402，被配置为获取每个备选广告针对于目标广告位的有效率的估计值。The second obtaining module 402 is configured to obtain an estimated value of the effectiveness of each candidate advertisement for the target advertisement position.
一般来说，在广告被投放后，希望能被更多的用户关注到，并且进一步通过用户的点击或者下载向用户展示更多对应产品的介绍。因此，在本实施例中，上述有效率可以是对应的点击率或者下载率。另外，不同类型的广告在不同的广告位上投放，效果是不一样的，例如，在时尚论坛页面中投放服装广告，可能比在游戏论坛页面中投放服装广告更容易被关注。因此，需要获取每个备选广告针对于目标广告位的有效率的估计值。一个广告针对于目标广告位的点击率或者下载率越高，说明该广告在该目标广告位上的广告投放越有效。Generally speaking, after the advertisement is placed, it is hoped that more users will pay attention to it, and more introductions of corresponding products will be displayed to the user through clicking or downloading by the user. Therefore, in this embodiment, the above effective rate may be the corresponding click rate or download rate. In addition, different types of advertisements have different effects when placed on different advertising positions. For example, placing clothing advertisements on fashion forum pages may attract more attention than placing clothing advertisements on game forum pages. Therefore, it is necessary to obtain an estimated value of the effectiveness of each candidate advertisement for the target advertisement slot. The higher the click-through rate or the download rate of an advertisement for the target advertising position, the more effective the advertising of the advertisement is in the target advertising position.
在本实施例中，可以通过如下方式获取每个备选广告针对于目标广告位的有效率的估计值：首先，获取预先训练的有效率估测模型，然后，获取目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息，将目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息输入到有效率估测模型中。最后，获取有效率估测模型输出的结果，该结果包括目标广告位的有效率的估计值。In this embodiment, the estimated value of the effectiveness of each candidate advertisement for the target advertising position can be obtained in the following manner: first, obtain the pre-trained efficiency estimation model, and then obtain the advertising position corresponding to the target advertising position The feature information and the advertisement feature information corresponding to each candidate advertisement are input into the efficiency estimation model with the advertisement spot feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement. Finally, the output result of the effectiveness estimation model is obtained, and the result includes the estimated value of the effectiveness of the target advertising slot.
选取模块403，被配置为根据上述估计值从备选广告中选取目标广告。The selection module 403 is configured to select a target advertisement from candidate advertisements according to the above estimated value.
一般来说，一个广告位可以投放一个广告，也可以投放多个广告，并且每个广告位可投放的广告个数可能不同。因此，在选取目标广告时，首先要确定目标广告位的广告输出个数作为目标个数。接着，需要按照优先级对备选广告进行排序，并按照优先级的顺序选取目标个数的备选广告作为目标广告。Generally speaking, one advertisement slot can serve one advertisement, or multiple advertisements, and the number of advertisements that can be served by each advertisement slot may be different. Therefore, when selecting a target advertisement, it is first necessary to determine the output number of advertisements in the target ad slot as the target number. Next, it is necessary to sort the candidate advertisements according to the priority, and select a target number of candidate advertisements as the target advertisement according to the order of priority.
具体来说，在一种实现方式中，可以根据针对于目标广告位的有效率的估计值的大小对备选广告进行排序，上述估计值越大，优先级越高，排序越靠前。在另一种实现方式中，还可以确定每个备选广告的预设权重，按照估计值与预设权重的乘积从大到小的顺序对备选广告进行排序。可以理解，还可以有其它的方式从备选广告中选取目标广告，本公开对从备选广告中选取目标广告的具体方式方面不限定。Specifically, in an implementation manner, the candidate advertisements may be sorted according to the estimated value of the efficiency of the target advertisement slot. The larger the estimated value, the higher the priority and the higher the ranking. In another implementation manner, the preset weight of each candidate advertisement may also be determined, and the candidate advertisements are sorted in descending order of the product of the estimated value and the preset weight. It can be understood that there may be other ways to select the target advertisement from the candidate advertisements, and the present disclosure does not limit the specific manner of selecting the target advertisement from the candidate advertisements.
输出模块404，被配置为在目标广告位输出目标广告。The output module 404 is configured to output the target advertisement at the target advertisement position.
由上述实施例可见，该实施例可以通过获取目标广告位的备选广告，根据每个备选广告针对于目标广告位的有效率的估计值，从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够根据广告位选择合适的广告进行投放，提高了广告投放的效率以及精准度。It can be seen from the above-mentioned embodiment that this embodiment can select the target advertisement from the candidate advertisements according to the estimated value of the effectiveness of each candidate advertisement for the target advertisement position by obtaining the candidate advertisements of the target advertisement position, and select the target advertisement in the target advertisement position. Advertisement slots output targeted advertisements. Therefore, it is possible to select a suitable advertisement for delivery according to the advertisement position, which improves the efficiency and accuracy of advertisement delivery.
如图5所示，图5是本公开根据一示例性实施例示出的另一种投放广告的装置框图，该实施例在前述图4所示实施例的基础上，第一获取模块401可以包括：条件获取子模块501和筛选子模块502。As shown in FIG. 5, FIG. 5 is a block diagram of another advertising device according to an exemplary embodiment of the present disclosure. On the basis of the embodiment shown in FIG. 4, the first acquisition module 401 may include : a condition acquisition submodule 501 and a screening submodule 502.
其中，条件获取子模块501，被配置为获取备选广告的筛选条件。Wherein, the condition acquisition sub-module 501 is configured to acquire the filter conditions of candidate advertisements.
在本实施例中，备选广告可以是与目标广告位匹配的广告，因此，首先，需要获取匹配的条件，即筛选条件。可以首先获取目标广告位对应的一个或多个属性，查找每个属性匹配的广告筛选条件，将查找出的广告筛选条件作为目标广告位的备选广告的筛选条件。In this embodiment, the candidate advertisement may be an advertisement that matches the target advertisement position. Therefore, firstly, the matching condition, ie, the filtering condition, needs to be acquired. One or more attributes corresponding to the target ad slot may be obtained first, an advertisement filter condition matched by each attribute is searched, and the found advertisement filter condition is used as a filter condition of a candidate advertisement of the target ad slot.
具体来说，在本实施例中，每个广告位可以对应一个或多个属性，该属性可以包括广告位所在位置的内容类别，例如，一个广告位位于体育新闻的页面中，则该广告位的属性可以包括体育类别。该属性还可以包括广告位的展示方式，例如，一个广告位的展示方式为动态动画展示，则该广告位的属性可以包括动态动画。可以理解，该属性还可以包括其它各种属性，本公开对广告位对应的属性的具体内容方面不限定。Specifically, in this embodiment, each advertisement space may correspond to one or more attributes, and the attributes may include the content category of the location of the advertisement place. For example, if an advertisement place is located in a sports news page, the advertisement place Attributes can include sports categories. The attribute may also include the display mode of the advertisement slot. For example, if the display mode of an advertisement slot is dynamic animation display, the attribute of the advertisement slot may include dynamic animation. It can be understood that the attribute may also include other various attributes, and the present disclosure does not limit the specific content of the attribute corresponding to the advertisement slot.
在本实施例中，可以预先针对广告位对应的不同属性，设定一些广告筛选条件，并将这些筛选条件与对应的属性进行关联地存储。例如，当广告位包括体育类别的属性时，可以设定的筛选条件为体育用品或者体育服装的广告。又例如，当广告位包括动态动画的属性时，可以设定的筛选条件为动态动画形式的广告。In this embodiment, some advertisement filter conditions may be set in advance for different attributes corresponding to the advertisement slots, and these filter conditions may be stored in association with corresponding attributes. For example, when the advertisement position includes the attribute of the sports category, the filter condition that can be set is the advertisement of sports goods or sports clothing. For another example, when the advertisement position includes the attribute of dynamic animation, the filter condition that can be set is an advertisement in the form of dynamic animation.
筛选子模块502，被配置为根据筛选条件从待投放广告中筛选出备选广告。The screening submodule 502 is configured to screen candidate advertisements from the advertisements to be delivered according to the screening conditions.
在本实施例中，可以预先对待投放广告设定一个或多个标签，这些标签可以与上述预存的筛选条件中的一个或多个筛选条件相匹配。当筛选备选广告时，首先将备选广告的筛选条件与待投放广告的标签进行匹配，将与备选广告的筛选条件相匹配的待投放广告选取出来作为备选广告。In this embodiment, one or more tags may be set in advance for the advertisement to be served, and these tags may match one or more of the above-mentioned pre-stored filter conditions. When screening candidate advertisements, the filter conditions of the candidate advertisements are first matched with the labels of the advertisements to be delivered, and the advertisements to be delivered that match the filter conditions of the candidate advertisements are selected as candidate advertisements.
由上述实施例可见，该实施例可以通过获取备选广告的筛选条件，根据该筛选条件从待投放广告中筛选出备选广告，并根据每个备选广告针对于目标广告位的有效率的估计值，从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。It can be seen from the above-mentioned embodiment that this embodiment can obtain the filter conditions of the candidate advertisements, filter the candidate advertisements from the advertisements to be delivered according to the filter conditions, and according to the effective efficiency of each candidate advertisement for the target advertising position Estimated value, select the target ad from the alternative ads, and output the target ad at the target ad slot. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
在一些可选实施方式中，条件获取子模块被配置用于：获取目标广告位对应的一个或多个属性，查找每个属性匹配的广告筛选条件，将查找出的广告筛选条件作为目标广告位的备选广告的筛选条件。In some optional implementation manners, the condition obtaining submodule is configured to: obtain one or more attributes corresponding to the target advertising position, find the advertisement filter condition matched by each attribute, and use the searched advertisement filter condition as the target advertisement position Filter criteria for alternate ads for .
如图6所示，图6是本公开根据一示例性实施例示出的另一种投放广告的装置框图，该实施例在前述图4所示实施例的基础上，第二获取模块402可以包括：模型获取子模块601，特征获取子模块602，输入子模块603和结果获取子模块604。As shown in FIG. 6, FIG. 6 is a block diagram of another advertising device according to an exemplary embodiment of the present disclosure. On the basis of the embodiment shown in FIG. 4, the second acquisition module 402 may include : a model acquisition sub-module 601 , a feature acquisition sub-module 602 , an input sub-module 603 and a result acquisition sub-module 604 .
其中，模型获取子模块601，被配置为获取预先训练的有效率估测模型。Wherein, the model obtaining sub-module 601 is configured to obtain a pre-trained efficiency estimation model.
在本实施例中，可以预先训练用于估测上述有效率的有效率估测模型，具体来说，可以通过如下方式训练有效率估测模型：首先，获取样本广告位对应的广告位特征信息以及样本广告对应的广告特征信息。其中，样本广告为在样本广告位输出的广告。其中，广告位特征信息可以包括以下一项或多项：广告位对应的客户端用户的用户画像数据(如，用户的年龄、性别、使用习惯、应用程序的安装习惯等等)；广告位所占的区域的信息(如，广告位所在的具体位置、广告位的窗口尺寸等等)；广告位的应用环境的信息(如，广告位所处的上下文的内容、当前的网络连接状态等等)。其中，广告特征信息可以包括以下一项或多项：广告的类型信息；广告的素材信息；广告的标题信息；广告的内容信息。In this embodiment, the efficiency estimation model for estimating the above-mentioned efficiency can be pre-trained. Specifically, the efficiency estimation model can be trained in the following manner: First, obtain the characteristic information of the advertising space corresponding to the sample advertising space and advertisement characteristic information corresponding to the sample advertisement. Wherein, the sample advertisement is an advertisement output in the sample advertisement position. Wherein, the characteristic information of the advertising space may include one or more of the following: the user portrait data of the client user corresponding to the advertising space (such as the user's age, gender, usage habits, installation habits of application programs, etc.); The information of the occupied area (such as the specific location of the advertising space, the window size of the advertising space, etc.); the information of the application environment of the advertising space (such as the content of the context where the advertising space is located, the current network connection status, etc. ). Wherein, the advertisement feature information may include one or more of the following: advertisement type information; advertisement material information; advertisement title information; advertisement content information.
接着，获取样本广告针对于样本广告位的实际有效率(如，点击率，或者下载率等)。获取初始的待训练估测模型，用采集到的样本广告位对应的广告位特征信息、样本广告对应的广告特征信息以及实际有效率不断输入待训练估测模型，并不断调整该模型的参数，直到该模型能够比较准确的评估出样本广告针对于样本广告位的有效率，从而训练得到有效率估测模型。当然，本领域中已知的以及将来可能出现的任何其他训练有效率估测模型的方法都可以应用于本公开，本公开对其训练有效率估测模型的具体方式方面不限定。Next, the actual effective rate (for example, click-through rate, or download rate, etc.) of the sample advertisement for the sample advertisement slot is obtained. Obtain the initial estimation model to be trained, continuously input the estimation model to be trained with the collected characteristic information of the advertising space corresponding to the sample advertisement space, the advertisement characteristic information corresponding to the sample advertisement, and the actual effectiveness rate, and continuously adjust the parameters of the model, Until the model can more accurately evaluate the effectiveness of the sample advertisements for the sample advertisement slots, the effectiveness estimation model is trained. Of course, any other method for training the efficiency estimation model known in the art and that may appear in the future can be applied to the present disclosure, and the disclosure does not limit the specific manner of training the efficiency estimation model.
在本实施例中，当训练出有效率估测模型后，可以将该有效率估测模型进行存储。在获取每个备选广告针对于目标广告位的有效率的估计值时，可以从预存的数据中获取预先训练好的有效率估测模型。In this embodiment, after the efficiency estimation model is trained, the efficiency estimation model may be stored. When obtaining the estimated value of the effective rate of each candidate advertisement for the target advertising position, a pre-trained effective rate estimation model can be obtained from pre-stored data.
特征获取子模块602，被配置为获取目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息。The feature acquiring sub-module 602 is configured to acquire the feature information of the advertisement spot corresponding to the target advertisement spot and the feature information of the advertisement corresponding to each candidate advertisement.
输入子模块603，被配置为将目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息输入到有效率估测模型中。The input sub-module 603 is configured to input the advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement into the efficiency estimation model.
结果获取子模块604，被配置为获取有效率估测模型输出的结果，该结果包括上述估计值。The result obtaining sub-module 604 is configured to obtain a result output by the efficiency estimation model, the result including the above estimated value.
由上述实施例可见，该实施例可以获取目标广告位的备选广告，获取预先训练的有效率估测模型，以及目标广告位对应的广告位特征信息和每个备选广告对应的广告特征信息。将目标广告位对应的广告位特征信息以及每个备选广告对应的广告特征信息输入到有效率估测模型中，获取有效率估测模型输出的结果，该结果包括估计值。根据估计值从备选广告中选取目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。It can be seen from the above-mentioned embodiment that this embodiment can obtain the candidate advertisements of the target advertising space, obtain the pre-trained efficiency estimation model, as well as the characteristic information of the advertisement space corresponding to the target advertisement space and the advertisement characteristic information corresponding to each candidate advertisement . The advertisement feature information corresponding to the target advertisement spot and the advertisement feature information corresponding to each candidate advertisement are input into the efficiency estimation model, and the output result of the efficiency estimation model is obtained, and the result includes an estimated value. Select the target advertisement from the alternative advertisements according to the estimated value, and output the target advertisement at the target advertisement position. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
如图7所示，图7是本公开根据一示例性实施例示出的另一种投放广告的装置框图，该实施例在前述图4所示实施例的基础上，该装置还可以进一步包括：第三获取模块405，第四获取模块406，第五获取模块407和训练模块408。As shown in FIG. 7 , FIG. 7 is a block diagram of another device for placing advertisements according to an exemplary embodiment of the present disclosure. On the basis of the embodiment shown in FIG. 4 , the device may further include: The third acquisition module 405 , the fourth acquisition module 406 , the fifth acquisition module 407 and the training module 408 .
其中，第三获取模块405，被配置为获取样本广告位对应的广告位特征信息以及样本广告对应的广告特征信息，该样本广告为在样本广告位输出的广告。Wherein, the third acquiring module 405 is configured to acquire the advertisement feature information corresponding to the sample advertisement spot and the advertisement feature information corresponding to the sample advertisement, where the sample advertisement is an advertisement output at the sample advertisement spot.
第四获取模块406，被配置为获取样本广告针对于样本广告位的实际有效率。The fourth obtaining module 406 is configured to obtain the actual effectiveness of the sample advertisement for the sample advertisement slot.
第五获取模块407，被配置为获取初始估测模型。The fifth obtaining module 407 is configured to obtain an initial estimation model.
训练模块408，被配置为采用样本广告位对应的广告位特征信息、样本广告对应的广告特征信息以及实际有效率对初始估测模型中的参数进行修正，以训练出上述有效率估测模型。The training module 408 is configured to modify the parameters in the initial estimation model by using the advertisement slot feature information corresponding to the sample advertisement slot, the advertisement feature information corresponding to the sample advertisement, and the actual effectiveness rate, so as to train the above-mentioned efficiency estimation model.
由上述实施例可见，该实施例可以通过获取样本广告位对应的广告位特征信息以及样本广告对应的广告特征信息，获取样本广告针对于样本广告位的实际有效率，获取初始估测模型。并采用样本广告位对应的广告位特征信息、样本广告对应的广告特征信息以及实际有效率对初始估测模型中的参数进行修正，以训练出上述有效率估测模型。从而能够根据广告位更准确的选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。It can be seen from the above embodiments that in this embodiment, the actual effectiveness of the sample advertisements for the sample advertisements can be obtained by obtaining the advertisement characteristic information corresponding to the sample advertisement and the advertisement characteristic information corresponding to the sample advertisement, and an initial estimation model can be obtained. The parameters in the initial estimation model are corrected by using the characteristic information of the advertising space corresponding to the sample advertisement space, the characteristic information of the advertisement corresponding to the sample advertisement, and the actual efficiency, so as to train the above-mentioned efficiency estimation model. Therefore, it is possible to more accurately select a suitable advertisement for delivery according to the advertisement position, which helps to improve the efficiency and accuracy of advertisement delivery.
在一些可选实施方式中，广告位特征信息包括以下一项或多项：广告位对应的客户端用户的用户画像数据；广告位所占的区域的信息；广告位的应用环境的信息。In some optional implementation manners, the characteristic information of the advertising space includes one or more of the following: user portrait data of the client user corresponding to the advertising space; information about the area occupied by the advertising space; information about the application environment of the advertising space.
在一些可选实施方式中，广告特征信息包括以下一项或多项：广告的类型信息；广告的素材信息；广告的标题信息；广告的内容信息。In some optional implementation manners, the advertisement feature information includes one or more of the following: advertisement type information; advertisement material information; advertisement title information; advertisement content information.
如图8所示，图8是本公开根据一示例性实施例示出的另一种投放广告的装置框图，该实施例在前述图4所示实施例的基础上，选取模块403可以包括：个数获取子模块801，排序子模块802和选取子模块803。As shown in FIG. 8, FIG. 8 is a block diagram of another advertising device according to an exemplary embodiment of the present disclosure. On the basis of the embodiment shown in FIG. 4, the selection module 403 may include: Number acquisition sub-module 801, sorting sub-module 802 and selection sub-module 803.
其中，个数获取子模块801，被配置为获取目标广告位的广告输出个数作为目标个数。Wherein, the number obtaining sub-module 801 is configured to obtain the output number of advertisements of the target advertising space as the target number.
一般来说，一个广告位可以投放一个广告，也可以投放多个广告，并且每个广告位可投放的广告个数可能不同。因此，在本实施例中，在选取目标广告时，首先要确定目标广告位的广告输出个数作为目标个数。Generally speaking, one advertisement slot can serve one advertisement, or multiple advertisements, and the number of advertisements that can be served by each advertisement slot may be different. Therefore, in this embodiment, when selecting a target advertisement, it is first necessary to determine the output number of advertisements in the target advertisement position as the target number.
排序子模块802，被配置为根据上述估计值对备选广告进行排序。The sorting submodule 802 is configured to sort the candidate advertisements according to the above estimated value.
在本实施例的一种实现方式中，可以按照估计值从大到小的顺序对备选广告进行排序。In an implementation of this embodiment, the candidate advertisements may be sorted in descending order of estimated values.
在本实施例的另一种实现方式中，不同的待投放广告可能具有不同的权重，例如，为了降低游戏对青少年的影响，可以将游戏类的广告设定一个较低的权重。又例如，为了推广正版图书，鼓励青少年多阅读，可以将图书类的广告设定一个较高的权重。可以获取每个备选广告的预设权重，按照估计值与预设权重的乘积从大到小的顺序对备选广告进行排序。其中，备选广告的预设权重可以是任意合理的数值，本公开对此方面不限定。In another implementation of this embodiment, different advertisements to be delivered may have different weights. For example, in order to reduce the impact of games on teenagers, a lower weight may be set for game advertisements. For another example, in order to promote genuine books and encourage young people to read more, a higher weight can be set for book advertisements. The preset weight of each candidate advertisement may be obtained, and the candidate advertisements are sorted in descending order of the product of the estimated value and the preset weight. Wherein, the preset weight of the candidate advertisement may be any reasonable value, which is not limited in the present disclosure.
选取子模块803，被配置为按照排序顺序选取目标个数的备选广告作为目标广告。The selection sub-module 803 is configured to select a target number of candidate advertisements as target advertisements in a sorted order.
由上述实施例可见，该实施例可以通过获取目标广告位的备选广告，获取每个备选广告针对于目标广告位的有效率的估计值。获取目标广告位的广告输出个数作为目标个数，根据上述估计值对备选广告进行排序，按照上述排序顺序选取目标个数的备选广告作为目标广告，并在目标广告位输出目标广告。从而能够进一步根据广告位选择合适的广告进行投放，有助于提高广告投放的效率以及精准度。It can be seen from the above embodiments that in this embodiment, the estimated value of the effectiveness of each candidate advertisement for the target advertisement position can be obtained by obtaining the candidate advertisements of the target advertisement position. Obtain the output number of advertisements of the target advertising position as the target number, sort the candidate advertisements according to the above estimated value, select the target number of candidate advertisements as the target advertisements according to the above sorting order, and output the target advertisements at the target advertising position. Therefore, it is possible to further select a suitable advertisement for placement according to the advertisement position, which is helpful to improve the efficiency and accuracy of advertisement placement.
在一些可选实施方式中，排序子模块被配置用于：按照估计值从大到小的顺序对备选广告进行排序。In some optional implementation manners, the sorting submodule is configured to: sort the candidate advertisements in descending order of estimated values.
在一些可选实施方式中，排序子模块被配置用于：获取每个备选广告的预设权重，按照估计值与预设权重的乘积从大到小的顺序对备选广告进行排序。In some optional implementation manners, the sorting submodule is configured to: obtain the preset weight of each candidate advertisement, and sort the candidate advertisements in descending order of the product of the estimated value and the preset weight.
在一些可选实施方式中，上述有效率包括点击率或者下载率。In some optional implementation manners, the above effectiveness rate includes a click rate or a download rate.
应当理解，上述装置可以预先设置在终端或者服务器中，也可以通过下载等方式而加载到终端或者服务器中。上述装置中的相应模块可以与终端或者服务器中的模块相互配合以实现投放广告的方案。It should be understood that the above devices may be pre-set in the terminal or the server, and may also be loaded into the terminal or the server by means of downloading or the like. The corresponding modules in the above device can cooperate with the modules in the terminal or the server to realize the scheme of placing advertisements.
对于装置实施例而言，由于其基本对应于方法实施例，所以相关之处参见方法实施例的部分说明即可。以上所描述的装置实施例仅仅是示意性的，其中所述作为分离部件说明的单元可以是或者也可以不是物理上分开的，作为单元显示的部件可以是或者也可以不是物理单元，即可以位于一个地方，或者也可以分布到多个网络单元上。可以根据实际的需要选择其中的部分或者全部模块来实现本公开方案的目的。本领域普通技术人员在不付出创造性劳动的情况下，即可以理解并实施。As for the device embodiment, since it basically corresponds to the method embodiment, for related parts, please refer to the part description of the method embodiment. The device embodiments described above are only illustrative, and the units described as separate components may or may not be physically separated, and the components shown as units may or may not be physical units, that is, they may be located in One place, or it can be distributed to multiple network elements. Part or all of the modules can be selected according to actual needs to achieve the purpose of the disclosed solution. It can be understood and implemented by those skilled in the art without creative effort.
相应的，本公开还提供一种投放广告的装置，该装置包括有处理器；用于存储处理器可执行指令的存储器；其中，该处理器被配置为：Correspondingly, the present disclosure also provides a device for placing advertisements, the device includes a processor; a memory for storing instructions executable by the processor; wherein the processor is configured to:
获取目标广告位的备选广告；Obtain alternative advertisements for the target ad slot;
获取每个所述备选广告针对于所述目标广告位的有效率的估计值；Obtain an estimated value of the effectiveness of each of the candidate advertisements for the target ad slot;
根据所述估计值从所述备选广告中选取目标广告；selecting a target advertisement from the candidate advertisements according to the estimated value;
在所述目标广告位输出所述目标广告。Outputting the target advertisement at the target advertisement position.
图9是根据一示例性实施例示出的一种投放广告的装置9900的一结构示意图。例如，装置9900可以是移动电话，计算机，数字广播终端，消息收发设备，游戏控制台，平板设备，医疗设备，健身设备，个人数字助理等。Fig. 9 is a schematic structural diagram of a device 9900 for placing advertisements according to an exemplary embodiment. For example, the apparatus 9900 may be a mobile phone, a computer, a digital broadcast terminal, a messaging device, a game console, a tablet device, a medical device, a fitness device, a personal digital assistant, and the like.
参照图9，装置9900可以包括以下一个或多个组件：处理组件9902，存储器9904，电源组件9906，多媒体组件9908，音频组件9910，输入/输出(I/O)的接口9912，传感器组件9914，以及通信组件9916。9, the device 9900 may include one or more of the following components: a processing component 9902, a memory 9904, a power supply component 9906, a multimedia component 9908, an audio component 9910, an input/output (I/O) interface 9912, a sensor component 9914, And the communication component 9916.
处理组件9902通常控制装置9900的整体操作，诸如与显示，电话呼叫，数据通信，相机操作和记录操作相关联的操作。处理元件9902可以包括一个或多个处理器9920来执行指令，以完成上述的方法的全部或部分步骤。此外，处理组件9902可以包括一个或多个模块，便于处理组件9902和其他组件之间的交互。例如，处理组件9902可以包括多媒体模块，以方便多媒体组件9908和处理组件9902之间的交互。The processing component 9902 generally controls the overall operations of the device 9900, such as those associated with display, telephone calls, data communications, camera operations, and recording operations. The processing element 9902 may include one or more processors 9920 to execute instructions to complete all or part of the steps of the above method. Additionally, processing component 9902 may include one or more modules that facilitate interaction between processing component 9902 and other components. For example, the processing component 9902 can include a multimedia module to facilitate interaction between the multimedia component 9908 and the processing component 9902.
存储器9904被配置为存储各种类型的数据以支持在装置9900的操作。这些数据的示例包括用于在装置9900上操作的任何应用程序或方法的指令，联系人数据，电话簿数据，消息，图片，视频等。存储器9904可以由任何类型的易失性或非易失性存储设备或者它们的组合实现，如静态随机存取存储器(SRAM)，电可擦除可编程只读存储器(EEPROM)，可擦除可编程只读存储器(EPROM)，可编程只读存储器(PROM)，只读存储器(ROM)，磁存储器，快闪存储器，磁盘或光盘。The memory 9904 is configured to store various types of data to support operations at the device 9900 . Examples of such data include instructions for any application or method operating on the device 9900, contact data, phonebook data, messages, pictures, videos, etc. The memory 9904 can be implemented by any type of volatile or non-volatile memory device or their combination, such as static random access memory (SRAM), electrically erasable programmable read-only memory (EEPROM), erasable Programmable Read Only Memory (EPROM), Programmable Read Only Memory (PROM), Read Only Memory (ROM), Magnetic Memory, Flash Memory, Magnetic or Optical Disk.
电源组件9906为装置9900的各种组件提供电力。电源组件9906可以包括电源管理系统，一个或多个电源，及其他与为装置9900生成、管理和分配电力相关联的组件。The power supply component 9906 provides power to the various components of the device 9900. Power components 9906 may include a power management system, one or more power supplies, and other components associated with generating, managing, and distributing power for device 9900.
多媒体组件9908包括在所述装置9900和用户之间的提供一个输出接口的屏幕。在一些实施例中，屏幕可以包括液晶显示器(LCD)和触摸面板(TP)。如果屏幕包括触摸面板，屏幕可以被实现为触摸屏，以接收来自用户的输入信号。触摸面板包括一个或多个触摸传感器以感测触摸、滑动和触摸面板上的手势。所述触摸传感器可以不仅感测触摸或滑动动作的边界，而且还检测与所述触摸或滑动操作相关的持续时间和压力。在一些实施例中，多媒体组件9908包括一个前置摄像头和/或后置摄像头。当装置9900处于操作模式，如拍摄模式或视频模式时，前置摄像头和/或后置摄像头可以接收外部的多媒体数据。每个前置摄像头和后置摄像头可以是一个固定的光学透镜系统或具有焦距和光学变焦能力。The multimedia component 9908 includes a screen that provides an output interface between the device 9900 and the user. In some embodiments, the screen may include a liquid crystal display (LCD) and a touch panel (TP). If the screen includes a touch panel, the screen may be implemented as a touch screen to receive input signals from a user. The touch panel includes one or more touch sensors to sense touches, swipes, and gestures on the touch panel. The touch sensor may not only sense a boundary of a touch or swipe action, but also detect duration and pressure associated with the touch or swipe action. In some embodiments, multimedia component 9908 includes a front camera and/or rear camera. When the device 9900 is in an operation mode, such as a shooting mode or a video mode, the front camera and/or the rear camera can receive external multimedia data. Each front camera and rear camera can be a fixed optical lens system or have focal length and optical zoom capability.
音频组件9910被配置为输出和/或输入音频信号。例如，音频组件9910包括一个麦克风(MIC)，当装置9900处于操作模式，如呼叫模式、记录模式和语音识别模式时，麦克风被配置为接收外部音频信号。所接收的音频信号可以被进一步存储在存储器9904或经由通信组件9916发送。在一些实施例中，音频组件9910还包括一个扬声器，用于输出音频信号。The audio component 9910 is configured to output and/or input audio signals. For example, the audio component 9910 includes a microphone (MIC), which is configured to receive an external audio signal when the device 9900 is in an operation mode, such as a call mode, a recording mode, and a voice recognition mode. Received audio signals may be further stored in memory 9904 or transmitted via communication component 9916. In some embodiments, the audio component 9910 also includes a speaker for outputting audio signals.
I/O接口9912为处理组件9902和外围接口模块之间提供接口，上述外围接口模块可以是键盘，点击轮，按钮等。这些按钮可包括但不限于：主页按钮、音量按钮、启动按钮和锁定按钮。The I/O interface 9912 provides an interface between the processing component 9902 and a peripheral interface module, which may be a keyboard, a click wheel, a button, and the like. These buttons may include, but are not limited to: a home button, volume buttons, start button, and lock button.
传感器组件9914包括一个或多个传感器，用于为装置9900提供各个方面的状态评估。例如，传感器组件9914可以检测到装置9900的打开/关闭状态，组件的相对定位，例如所述组件为装置9900的显示器和小键盘，传感器组件9914还可以检测装置9900或装置9900一个组件的位置改变，用户与装置9900接触的存在或不存在，装置9900方位或加速/减速和装置9900的温度变化。传感器组件9914可以包括接近传感器，被配置用来在没有任何的物理接触时检测附近物体的存在。传感器组件9914还可以包括光传感器，如CMOS或CCD图像传感器，用于在成像应用中使用。在一些实施例中，该传感器组件9914还可以包括加速度传感器，陀螺仪传感器，磁传感器，压力传感器，微波传感器或温度传感器。Sensor assembly 9914 includes one or more sensors for providing status assessments of various aspects of device 9900. For example, the sensor assembly 9914 can detect the open/closed state of the device 9900, the relative positioning of components such as the display and keypad of the device 9900, the sensor assembly 9914 can also detect a change in the position of the device 9900 or a component of the device 9900 , the presence or absence of user contact with the device 9900, the device 9900 orientation or acceleration/deceleration and the temperature change of the device 9900. Sensor assembly 9914 may include a proximity sensor configured to detect the presence of nearby objects in the absence of any physical contact. The sensor assembly 9914 may also include light sensors, such as CMOS or CCD image sensors, for use in imaging applications. In some embodiments, the sensor assembly 9914 may also include an acceleration sensor, a gyroscope sensor, a magnetic sensor, a pressure sensor, a microwave sensor or a temperature sensor.
通信组件9916被配置为便于装置9900和其他设备之间有线或无线方式的通信。装置9900可以接入基于通信标准的无线网络，如WiFi，2G或3G，或它们的组合。在一个示例性实施例中，通信组件9916经由广播信道接收来自外部广播管理系统的广播信号或广播相关信息。在一个示例性实施例中，所述通信组件9916还包括近场通信(NFC)模块，以促进短程通信。例如，在NFC模块可基于射频识别(RFID)技术，红外数据协会(IrDA)技术，超宽带(UWB)技术，蓝牙(BT)技术和其他技术来实现。The communication component 9916 is configured to facilitate wired or wireless communication between the apparatus 9900 and other devices. The device 9900 can access wireless networks based on communication standards, such as WiFi, 2G or 3G, or a combination thereof. In one exemplary embodiment, the communication component 9916 receives a broadcast signal or broadcast related information from an external broadcast management system via a broadcast channel. In an exemplary embodiment, the communications component 9916 also includes a Near Field Communication (NFC) module to facilitate short-range communications. For example, the NFC module may be implemented based on Radio Frequency Identification (RFID) technology, Infrared Data Association (IrDA) technology, Ultra Wide Band (UWB) technology, Bluetooth (BT) technology and other technologies.
在示例性实施例中，装置9900可以被一个或多个应用专用集成电路(ASIC)、数字信号处理器(DSP)、数字信号处理设备(DSPD)、可编程逻辑器件(PLD)、现场可编程门阵列(FPGA)、控制器、微控制器、微处理器或其他电子元件实现，用于执行上述方法。In an exemplary embodiment, apparatus 9900 may be programmed by one or more application specific integrated circuits (ASICs), digital signal processors (DSPs), digital signal processing devices (DSPDs), programmable logic devices (PLDs), field programmable A gate array (FPGA), controller, microcontroller, microprocessor or other electronic component implementation for performing the methods described above.
在示例性实施例中，还提供了一种包括指令的非临时性计算机可读存储介质，例如包括指令的存储器9904，上述指令可由装置9900的处理器9920执行以完成上述方法。例如，所述非临时性计算机可读存储介质可以是ROM、随机存取存储器(RAM)、CD-ROM、磁带、软盘和光数据存储设备等。In an exemplary embodiment, there is also provided a non-transitory computer-readable storage medium including instructions, such as a memory 9904 including instructions, which can be executed by the processor 9920 of the device 9900 to implement the above method. For example, the non-transitory computer readable storage medium may be ROM, random access memory (RAM), CD-ROM, magnetic tape, floppy disk, optical data storage device, and the like.
本领域技术人员在考虑说明书及实践这里公开的发明后，将容易想到本公开的其它实施方案。本申请旨在涵盖本公开的任何变型、用途或者适应性变化，这些变型、用途或者适应性变化遵循本公开的一般性原理并包括本公开未公开的本技术领域中的公知常识或惯用技术手段。说明书和实施例仅被视为示例性的，本公开的真正范围和精神由下面的权利要求指出。Other embodiments of the present disclosure will be readily apparent to those skilled in the art from consideration of the specification and practice of the invention disclosed herein. This application is intended to cover any modification, use or adaptation of the present disclosure, and these modifications, uses or adaptations follow the general principles of the present disclosure and include common knowledge or conventional technical means in the technical field not disclosed in the present disclosure . The specification and examples are to be considered exemplary only, with a true scope and spirit of the disclosure being indicated by the following claims.
应当理解的是，本公开并不局限于上面已经描述并在附图中示出的精确结构，并且可以在不脱离其范围进行各种修改和改变。本公开的范围仅由所附的权利要求来限制。It should be understood that the present disclosure is not limited to the precise constructions which have been described above and shown in the drawings, and various modifications and changes may be made without departing from the scope thereof. The scope of the present disclosure is limited only by the appended claims.
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| CN201611162103.3ACN106600331A (en) | 2016-12-15 | 2016-12-15 | Method and apparatus for running advertisements |
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| CN201611162103.3ACN106600331A (en) | 2016-12-15 | 2016-12-15 | Method and apparatus for running advertisements |
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| CN201611162103.3APendingCN106600331A (en) | 2016-12-15 | 2016-12-15 | Method and apparatus for running advertisements |
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