Specific embodiment
Below in conjunction with the accompanying drawing in the embodiment of the present invention, the technical scheme in the embodiment of the present invention is carried out clear, completeSite preparation is described, it is clear that described embodiment is only a part of embodiment of the invention, rather than whole embodiments.It is based onEmbodiment in the present invention, it is every other that those of ordinary skill in the art are obtained under the premise of creative work is not madeEmbodiment, belongs to the scope of protection of the invention.
As shown in figure 1, to deliver method flow diagram on a kind of display advertisement line of the embodiment of the present invention, methods described includes：
101st, select all advertisements for meeting current business demand is carried out as on Current ad position to page browsing personFirst candidate locations collection of displaying；
102nd, first candidate locations are obtained and concentrates the clicking rate threshold value of each advertisement, and it is wide to estimate first candidateAccuse and concentrate each advertisement to estimate clicking rate；
103rd, clicking rate and clicking rate threshold value are estimated according to what first candidate locations concentrated each advertisement, judges eachWhether advertisement selects current page viewer, using the advertisement of all selection current page viewers as the second candidate locations collection；
104th, concentrate the dispensing anxiety coefficient of each advertisement according to second candidate locations and estimate clicking rate, be currentPage browsing person chooses display advertisement；
105th, the display advertisement that will be chosen is shown to the page browsing person.
Preferably, the dispensing anxiety coefficient of advertisement is calculated using equation below：K=a/b, wherein, k is tight for the dispensing of advertisementOpen coefficient；A is the dispensing surplus of Current ad；B is flow supplier residue inventory flow.
Preferably, methods described also includes：After choosing display advertisement, according to the actual reservation of each display advertisement chosenRate and expectation retention rate, the clicking rate threshold value to each display advertisement are adjusted：If actual retention rate Theta2 is more than expectationRetention rate Theta1, then increase clicking rate threshold value, and adjustment clicking rate threshold value is original clicking rate threshold value * Theta2/Theta1；If realBorder retention rate Theta2 is equal to and expects retention rate Theta1, then uncomfortable whole clicking rate threshold value；If actual retention rate Theta2 is less thanExpect retention rate Theta1, then reduce clicking rate threshold value, adjustment clicking rate threshold value is original clicking rate threshold value * Theta2/Theta1.The initial value of clicking rate threshold value can be the value of very little, or placement position historic click-through rate, if advertisement had dispensingHistory, or the historic click-through rate of advertisement.
Preferably, methods described also includes：The expectation retention rate of advertisement is calculated using equation below：Theta1=d/s, itsIn, Theta1 is the expectation retention rate of advertisement；D is the flow required for Current ad；S is all total streams for meeting Current adAmount；The actual retention rate of advertisement is calculated using equation below：Theta2=ot/ct, wherein, Theta2 is the actual reservation of advertisementRate；Ot is the impressions of Current ad, and displaying Current ad is chosen every time, then the number of times that Current ad is delivered adds one；ctThe number of times of candidate is concentrated as the first candidate locations for Current ad, each advertisement is each time as the first candidate locations collectionIn candidate, then the advertisement adds one as the number of times of candidate.
It is preferably, described to estimate clicking rate and clicking rate threshold value according to what first candidate locations concentrated each advertisement,Judge whether each advertisement selects current page viewer, using the advertisement of all selection current page viewers as the second candidateSet of advertisements, including：If the clicking rate of estimating of Current ad is more than or equal to clicking rate threshold value, judge that Current ad selection is worked asPreceding page browsing person, adds the second candidate locations to concentrate Current ad；If the clicking rate of estimating of Current ad is less than clicking rateThreshold value, then judge that Current ad does not select current page viewer, does not add the second candidate locations to concentrate Current ad.
Corresponding to above method embodiment, as shown in Fig. 2 being delivery device on a kind of display advertisement line of the embodiment of the present inventionStructural representation, described device includes：
First candidate locations collection unit 21, for selecting all advertisements for meeting current business demand as in Current adThe first candidate locations collection being shown to page browsing person on position；
Acquiring unit 22, concentrates the clicking rate threshold value of each advertisement, and estimate institute for obtaining first candidate locationsThat states that the first candidate locations concentrate each advertisement estimates clicking rate；
Second candidate locations collection unit 23, clicking rate is estimated for concentrate each advertisement according to first candidate locationsWith clicking rate threshold value, judge whether each advertisement selects current page viewer, by the wide of all selection current page viewersAccuse as the second candidate locations collection；
Display advertisement select unit 24, the dispensing anxiety coefficient for concentrating each advertisement according to second candidate locationsWith estimate clicking rate, be that current page viewer chooses display advertisement；And the display advertisement that will be chosen is to the page browsing personIt is shown.
Preferably, as shown in figure 3, being to deliver apparatus structure schematic diagram on embodiment of the present invention another kind display advertisement line,Described device not only includes：First candidate locations collection unit 21, acquiring unit 22, the second candidate locations collection unit 23 and displaying are wideSelect unit 24 is accused, described device also includes：
First computing unit 25, the dispensing anxiety coefficient for calculating advertisement using equation below：K=a/b, wherein, k isThe dispensing anxiety coefficient of advertisement；A is the dispensing surplus of Current ad；B is flow supplier residue inventory flow.
Preferably, described device also includes：Clicking rate threshold adjustment unit 28, in the display advertisement select unitAfter 24 choose display advertisement, actual retention rate and expectation retention rate according to each display advertisement chosen are wide to each displayingThe clicking rate threshold value of announcement is adjusted：If actual retention rate Theta2 increases clicking rate threshold more than retention rate Theta1 is expectedValue, adjustment clicking rate threshold value is original clicking rate threshold value * Theta2/Theta1；If actual retention rate Theta2 is equal to expect to retainRate Theta1, then uncomfortable whole clicking rate threshold value；If actual retention rate Theta2 reduces and clicks on less than retention rate Theta1 is expectedRate threshold value, adjustment clicking rate threshold value is original clicking rate threshold value * Theta2/Theta1.
Preferably, described device also includes：
Second computing unit 26, the expectation retention rate for calculating advertisement using equation below：Theta1=d/s, wherein,Theta1 is the expectation retention rate of advertisement；D is the flow required for Current ad；S is all total flows for meeting Current ad；
3rd computing unit 27, the actual retention rate for calculating advertisement using equation below：Theta2=ot/ct, itsIn, Theta2 is the actual retention rate of advertisement；Ot is the impressions of Current ad；Ct is that Current ad is wide as the first candidateAccuse the number of times for concentrating candidate.
Preferably, as shown in figure 4, being the embodiment of the present invention the second candidate locations collection cellular construction schematic diagram, described secondCandidate locations collection unit 23 includes：First processing module 231, if estimating clicking rate more than or equal to point for Current adRate threshold value is hit, then judges Current ad selection current page viewer, add the second candidate locations to concentrate Current ad；SecondProcessing module 232, if estimating clicking rate less than clicking rate threshold value for Current ad, judges that Current ad is not selected currentlyPage browsing person, does not add the second candidate locations to concentrate Current ad.
Embodiment of the present invention above-mentioned technical proposal has the advantages that：Can be with combination algorithm personnel to user, advertisementThe model that data are set up is used together, and on the basis of guarantor measures, is provided to big data, machine learning scheduling algorithm and knowledge and uses force itGround, improves clicking rate.The space of optimization, exercisable leeway are provided to algorithm personnel.Clicking rate can also be improved, although click onThe height of rate will not directly affect income, but clicking rate high can bring brand image higher, be customer retaining, save bit by bit moreMany clients provide chip, while strengthening the brand influence of flow provider.
Embodiment of the present invention above-mentioned technical proposal is described in detail below by way of application example：
Display advertisement of the application example of the present invention mainly for the low candidate locations of the rate of selling when less, initiative proposition is newStrategy, solve the problems, such as prior art：1. scheme is delivered on a kind of display advertisement line of design, can be described asS.Fishing strategies, can be used together, on the basis of guarantor's amount with combination algorithm personnel to the model that user, ad data are set upOn, ample scope for abilities is provided to big data, machine learning scheduling algorithm and knowledge, improve clicking rate.Optimization is provided to algorithm personnelSpace, exercisable leeway.Although 2. the height of clicking rate will not directly affect income, clicking rate high can bring higherBrand image, be customer retaining, save bit by bit more clients and chips be provided, while strengthening the brand influence of flow provider.
Application example display advertisement of the present invention, sells (i.e. CPM, Cost Per Mille sell) by thousand times.For generalThe flow supplier of the supplier of flow, especially ground zero, it is most that advertiser can many times buy an advertisement positionFlow, so for each advertisement position, it may most be one that same time period delivers superincumbent advertisement, or few severalIt is individual.Such as there are 1000 CPM in certain advertisement position, J client has ordered 300 CPM, and S client has ordered 300 CPM；More common feelingsCondition is that certain advertisement position has 1000 CPM, and J client has ordered 800 CPM.For the flow without purchase, many times all canNext priority is flowed into, such as effect advertisement, interior wide, alliance etc. just have 400 CPM, 200 CPM for previous exampleThe advertisement of next priority can be flowed into.
In the case where this candidate locations are less, each page browsing person (is referred to as page access amount PV, Page afterwardsWhen View) accessing, to same advertisement position in most cases only one of which, or a few advertisement, for prediction clicking rate,And select the strategy of advertisement very limited by clicking rate.Many times flow supplier just abandons the optimization of clicking rate,But if clicking rate higher, then can bring the brand image and competitiveness of flow supplier itself.Therefore improve and click onRate also has a thing for meriting attention.By the clicking rate for improving, improve indirectly and sell rate.In this case, one is formedIndividual benign cycle.Display advertisement when the rate of selling is low, S.Fishing algorithms provide a kind of novel dispensing thinking.Big portionThe business scenario for dividing those skilled in the art to face is more flow, and candidate locations are less.In this case, traditional flow choosingThe strategy for selecting advertisement has been difficult application, and a kind of novel mode is that flow is selected in advertisement.Each flow is according to algorithms selection advertisementWhen, it is also an option that not going out advertisement.Since the scheduled volume of flow-rate ratio advertiser is more, can be filtered out a little from all flowsRate part flow higher is hit, to this partial discharge display advertisement, remaining traffic filtering.That is filtering traffic strategyS.Fishing。
Because being display advertisement, application example of the present invention only needs to the correct distribution for reaching flow on the basis of guarantor measures i.e.Can.For unnecessary flow, next priority can be assigned to.
The core point of strategy has two
1. retain high-quality flow, filter excess traffic；
2. guarantor measures, it is ensured that the dispensing of advertiser's scheduled volume.
Advertisement selection high-quality flow, that is to say, that when each flow arrives, will be according to present flow rate relative to timeThe height of ad click rate, and the current speed for delivering progress is selected to choose whether to go out display advertisement on this flow.Filtering traffic and guarantor amount are a kind of processes of game herein, application example of the present invention need control it is good both.Because filtering streamAmount is likely to result in delivering deficiency, and guarantor's amount needs application example of the present invention to ensure injected volume again.If in the situation that flow is enoughIt is lower to there has been the sensation that a kind of penny wise and pound fooliss has picked up sesame because filtering causes to deliver deficiency, it is bringing therewith because deliveringNot enough reparation, must also be built upon on the basis of guarantor's amount for the optimization of effect.
Application example advertisement line upslide of the present invention releases journey, detailed description given below：
1. select all advertisements for meeting current business demand to be opened up to page browsing person as on Current ad positionThe the first candidate locations collection for showing, and obtain first candidate locations and concentrate the clicking rate threshold value of each advertisement, and estimate acquisitionWhat first candidate locations concentrated each advertisement estimates clicking rate (estimate that clicking rate is artificial each advertisement for setting oneEmpirical value, or be the historic click-through rate of each advertisement).When PV arrives, to each advertisement position, for all selectionsThe advertisement delivered on Current ad position, as long as PV meets the orientation of advertisement putting, the amount to be put of advertisement and do not finish alsoWhen meeting etc. all business demands, all advertisements for meeting business demand as PV candidate, as Current ad position on it is rightThe first candidate locations collection that page browsing person is shown.To each advertisement, application example of the present invention can be calculated offline in advanceThe expectation retention rate theta of each advertisement, amount (abbreviation d, demand) required for expecting retention rate=Current ad/all fullThe amount (abbreviation s, supply) of sufficient Current ad.Amount required for Current ad is the flow that advertiser orders, and all satisfactions are currentThe amount of advertisement is the total flow for meeting all advertiser demands, is to estimate out by predictive algorithm, for the pre- estimation of flowMethod, such as classical holt winter (third index flatness) algorithm etc., seldom illustrate herein.
2. clicking rate and clicking rate threshold value are estimated according to what first candidate locations concentrated each advertisement, judge that each is wideAnnouncement chooses whether to select current page viewer, using the advertisement of all selection current page viewers as the second candidate locationsPV is selected in collection, i.e. advertisement.Clicking rate and clicking rate threshold decision are estimated according to what first candidate locations concentrated each advertisement,It is exactly the quality of dispensing progress and current PV relative to ad quality according to each advertisement, whether each advertisement selection is selectedSelect current PV.It is slow that such as advertisement J delivers progress, it is more likely that delivers not enough, then J is likely to select current PV；If wideAccuse B and deliver progress normally, current PV predictions clicking rate is higher, then G also selects current PV, but if prediction clicking rate comparesIt is low, then G just may not select current PV.The advertisement of all current PV of selection is wide as new candidate, i.e. the second candidateAccuse collection and enter downstream.Specific practice is as follows：The arrival of each PV, application example of the present invention will in real time calculate Current adActual retention rate (abbreviation retainpro), number of times (abbreviation the ot)/advertisement of actual retention rate=advertisement putting is used as candidate'sNumber of times (abbreviation ct).The number of times of advertisement putting, i.e. algorithm choose displaying Current ad every time, then Current ad impressions addOne；Advertisement as candidate number of times, i.e., each advertisement is each time as candidate, then advertisement adds one as the number of times of candidate.It is rightEach advertisement sets a clicking rate threshold value threshold, and clicking rate threshold value initial value is a value for very little.If PV is to wideAccuse prediction clicking rate and be more than clicking rate threshold value, then retain flow, if less than clicking rate threshold value, then for Current ad, mistakeFilter current PV.Clicking rate threshold value is calculated in real time, the actual guarantor of clicking rate threshold value=original clicking rate threshold value * Current ads after adjustmentStay the expectation retention rate of rate/Current ad.The purpose that threshold value updates is to allow the actual retention rate and expectation retention rate of advertisement to keepIt is equal.
3. concentrate the dispensing anxiety coefficient of each advertisement according to second candidate locations and estimate clicking rate, be current pageFace viewer chooses display advertisement, i.e. PV to select advertisement, is all the current PV of selection as the advertisement of candidate in this step, also may be usedEnergy candidate locations are sky, illustrate not select Current ad, and next step is directly entered in this case.If candidate locations,Advertisement can be selected according to tensity is delivered, such as advertisement J and advertisement B select Current ad, but advertisement J injected volumesAnxiety, faces dispensing not enough, then advertisement J preferentially selects Current ad.Can also be according to effect quality selection advertisement, although such asAdvertisement J injected volumes are nervous, but the prediction clicking rate of advertisement B is especially high, then be likely to that advertisement B can be chosen.If multiple wideAnnouncement remains same flow, then next can just continue through traditional clicking rate height or dispensing progress is wide to selectAccuse, be all the flow for comparing high-quality on the basis of guarantor measures for candidate locations because this flow.I.e. can be according to describedTwo candidate locations concentrate dispensing tensity and the bandwagon effect quality of each advertisement, are that current page viewer chooses displaying wideAccuse.The dispensing tensity of each advertisement, such as each advertisement dispensing anxiety coefficient, i.e. each advertisement dispensing surplus andThe ratio of flow supplier residue inventory flow；Clicking rate is estimated in the bandwagon effect quality of each advertisement, such as each advertisementDeng.
4. parameter updates, and in this step, advertisement has been selected, or without advertising display.Update calculating in real timeParameter, such as：After choosing display advertisement, actual retention rate and expectation retention rate according to each display advertisement chosen are rightThe clicking rate threshold value of each display advertisement is adjusted：If actual retention rate increases clicking rate threshold value more than retention rate is expected,Adjustment clicking rate threshold value is the actual retention rates of original clicking rate threshold value */expectation retention rate；If actual retention rate is equal to expect to retainRate, then uncomfortable whole clicking rate threshold value；If actual retention rate reduces clicking rate threshold value less than retention rate is expected, clicking rate is adjustedThreshold value is the actual retention rates of original clicking rate threshold value */expectation retention rate.Now candidate's number of times ct of all of candidate locations adds one.If choosing advertisement, then show to choose advertisement to be truly launched, then update the impressions (ot) for choosing advertisement, extensivelyThe impressions of announcement add one.The expectation retention rate of all candidate locations is updated simultaneously, because the number of times of advertisement putting is constantly to existIncrease, advertisement is also constantly to increase as the number of times of candidate.Each time as candidate, corresponding flow is all to meet for advertisementThe flow of Current ad requirement, so advertisement is to move closer to all streams for meeting Current ad demand as the number of times of candidateThe value of amount, i.e. ct move closer to s.Advertisement is delivered each time, is that the total amount required for advertisement is moved closer to, i.e. ot are moved closer tod.In this case, application example of the present invention expects actual retention rate=expectation retention rate.
5. display advertisement, the display advertisement that will be chosen is sent to dispenser, is shown with to the page browsing person, such asFruit does not choose advertisement, then inform that dispenser enters the selection of next priority.
During application example of the present invention is delivered on actual line, by retaining high-quality flow, according to the difference of the rate of selling, lineUpper clicking rate lifting reaches 30%-50%.Compared with immediate prior art, application example technological merit of the present invention is as follows：1., because the transformation of thinking, selects advertisement to change into advertisement traditional flow and select flow, when the rate of selling is low, delivers advertisement and compareFew, flow selects that the Candidate Set of advertisement is accordingly fewer, and algorithm model is lack scope for their abilities.Be changed to after advertisement selects flow, flow compared withMany, Candidate Set also just increases, and ample scope for abilities is provided to algorithm model.2. can there is the situation for delivering deficiency, this calculation in filtering trafficMethod is used as index by expecting retention rate, and clicking rate adjusting thresholds strategy makes actual retention rate=expectation retention rate as schemeTo guarantee both quality and quantity, the doulbe-sides' victory of guarantor's amount and effect optimization has been reached.
It should be understood that the particular order or level the step of during disclosed are the examples of illustrative methods.Based on settingMeter preference, it should be appreciated that during the step of particular order or level can be in the feelings of the protection domain for not departing from the disclosureRearranged under condition.Appended claim to a method gives the key element of various steps with exemplary order, and notIt is to be limited to described particular order or level.
In above-mentioned detailed description, various features are combined in single embodiment together, to simplify the disclosure.NoThis open method should be construed to reflect such intention, i.e. the embodiment of theme required for protection needs ratioThe more features of feature clearly stated in each claim.Conversely, as appending claims reflectsLike that, the present invention is in the state fewer than whole features of disclosed single embodiment.Therefore, appending claimsIt is hereby expressly incorporated into detailed description, wherein each claim is alone as the single preferred embodiment of the present invention.
To enable any technical staff in the art to realize or using the present invention, disclosed embodiment being entered aboveDescription is gone.To those skilled in the art；The various modification modes of these embodiments will be apparent from, and thisThe General Principle of text definition can also be applied to other embodiments on the basis of the spirit and scope for not departing from the disclosure.Therefore, the disclosure is not limited to embodiments set forth herein, but most wide with principle disclosed in the present application and novel featuresScope is consistent.
Described above includes the citing of one or more embodiments.Certainly, in order to above-described embodiment is described and description portionThe all possible combination of part or method is impossible, but it will be appreciated by one of ordinary skill in the art that each is implementedExample can do further combinations and permutations.Therefore, embodiment described herein is intended to fall into appended claimsProtection domain in all such changes, modifications and variations.Additionally, with regard to the term used in specification or claims"comprising", the word cover mode similar to term " including ", solved as link word in the claims just as " including, "As releasing.Additionally, the use of any one term "or" in the specification of claims being to represent " non-exclusionismOr ".
Those skilled in the art will also be appreciated that the various illustrative components, blocks that the embodiment of the present invention is listed(illustrative logical block), unit, and step can be by the knot of electronic hardware, computer software, or bothConjunction is realized.To clearly show that the replaceability (interchangeability) of hardware and software, above-mentioned various explanationsProperty part (illustrative components), unit and step universally describe their function.Such work(It can be the design requirement for realizing depending on specific application and whole system by hardware or software.Those skilled in the artCan be for every kind of specific application, it is possible to use various methods realize described function, but this realization is understood not toBeyond the scope of embodiment of the present invention protection.
Various illustrative logical block described in the embodiment of the present invention, or unit can by general processor,Digital signal processor, application specific integrated circuit (ASIC), field programmable gate array or other programmable logic devices, discrete gateOr the design of transistor logic, discrete hardware components, or any of the above described combination is come the function realized or described by operate.General placeReason device can be microprocessor, and alternatively, the general processor can also be any traditional processor, controller, microcontrollerDevice or state machine.Processor can also be realized by the combination of computing device, such as digital signal processor and microprocessor,Multi-microprocessor, one or more microprocessors combine a Digital Signal Processor Core, or any other like configurationTo realize.
The step of method or algorithm described in the embodiment of the present invention can be directly embedded into hardware, computing device it is softPart module or the combination of both.Software module can be stored in RAM memory, flash memory, ROM memory, EPROM storagesOther any form of storage media in device, eeprom memory, register, hard disk, moveable magnetic disc, CD-ROM or this areaIn.Exemplarily, storage medium can be connected with processor, to allow that processor reads information from storage medium, andWrite information can be deposited to storage medium.Alternatively, storage medium can also be integrated into processor.Processor and storage medium canTo be arranged in ASIC, ASIC can be arranged in user terminal.Alternatively, processor and storage medium can also be arranged at useIn different part in the terminal of family.
In one or more exemplary designs, above-mentioned functions described by the embodiment of the present invention can be in hardware, softAny combination of part, firmware or this three is realized.If realized in software, these functions can be stored and computer-readableOn medium, or it is transmitted on the medium of computer-readable with one or more instructions or code form.Computer readable medium includes electricityBrain stores medium and is easy to so that allowing computer program to be transferred to other local telecommunication medias from a place.Storage medium can be withIt is that any general or special computer can be with the useable medium of access.For example, such computer readable media can include butRAM, ROM, EEPROM, CD-ROM or other optical disc storages, disk storage or other magnetic storage devices are not limited to, or other are appointedWhat can be used for carrying or store with instruct or data structure and other can be by general or special computer or general or specially treatedDevice reads the medium of the program code of form.Additionally, any connection can be properly termed computer readable medium, exampleSuch as, if software is by a coaxial cable, fiber optic cables, double from web-site, server or other remote resourcesTwisted wire, Digital Subscriber Line (DSL) or with the wireless way for transmitting such as example infrared, wireless and microwave be also contained in it is definedIn computer readable medium.Described disk (disk) and disk (disc) include Zip disk, radium-shine disk, CD, DVD, floppy diskAnd Blu-ray Disc, disk is generally with magnetic duplication data, and disk generally carries out optical reproduction data with laser.Combinations of the aboveCan also be included in computer readable medium.
Above-described specific embodiment, has been carried out further to the purpose of the present invention, technical scheme and beneficial effectDescribe in detail, should be understood that and the foregoing is only specific embodiment of the invention, be not intended to limit the present inventionProtection domain, all any modification, equivalent substitution and improvements within the spirit and principles in the present invention, done etc. all should includeWithin protection scope of the present invention.