Summary of the invention
In view of this, the purpose of the present invention is to provide a kind of advertisement bid method of adjustment and device, for according to flowSituation dynamic adjustment advertisement bid is fluctuated, and can be made according to flowed fluctuation situation in the case where not depending on response prediction modelThe total budget of advertisement uniformly consumes.Technical solution is as follows:
The present invention provides a kind of advertisement bid method of adjustment, which comprises
Obtain the history consumption data of advertisement and the residual data of the advertisement；
According to the history consumption data of the advertisement, the history bid of the advertisement is determined；
According to the residual data of the history consumption data of the advertisement and the advertisement, reflection flow waves are obtained emotionallyThe negative-feedback factor of condition；
According to the bid of the history of the advertisement and the negative-feedback factor, the bid of the advertisement is obtained, the advertisementBid is for obtaining the flow for launching the advertisement, to play the advertisement on flow obtained.
Preferably, described according to the history consumption data of the advertisement and the residual data of the advertisement, it obtains anti-The negative-feedback factor for reflecting flowed fluctuation situation includes:
According to the history consumption data of the advertisement, the history depletion rate of the advertisement is determined；
According to the residual data of the advertisement, the forecast consumption speed of the advertisement is determined；
By the history depletion rate of the advertisement and the forecast consumption speed of the advertisement, the negative-feedback factor is obtained.
Preferably, described by the history depletion rate of the advertisement and the forecast consumption speed of the advertisement, it obtains describedThe negative-feedback factor includes:
According to the forecast consumption speed of the history depletion rate of the advertisement and the advertisement, obtain initial negative-feedback becauseSon；
According to the original negative feedback factor and the requirement of preset negative feedback factor, the negative-feedback factor is determined.
Preferably, described according to the bid of the history of the advertisement and the negative-feedback factor, obtain the bid of the advertisementIt include: in the case where the history consumption data of the advertisement meets default consumption data requirement, according to the history of the advertisementBid and the negative-feedback factor, obtain the bid of the advertisement.
Preferably, the method also includes: be unsatisfactory for default consumption data requirement in the history consumption data of the advertisementIn the case where, default default bid is determined as to the bid of the advertisement.
The present invention also provides a kind of advertisement bids to adjust device, and described device includes:
Acquiring unit, for obtaining the history consumption data of advertisement and the residual data of the advertisement；
Determination unit determines the history bid of the advertisement for the history consumption data according to the advertisement；
Negative-feedback factor obtaining unit, for according to the history consumption data of the advertisement and the residual of the advertisementData obtain the negative-feedback factor of reflection flowed fluctuation situation；
Obtaining unit of bidding obtains the advertisement for bidding and the negative-feedback factor according to the history of the advertisementBid, the bid of the advertisement for obtaining the flow for launching the advertisement, with played on flow obtained it is described extensivelyIt accuses.
Preferably, the negative-feedback factor obtaining unit, comprising:
History depletion rate determines subelement, for the history consumption data according to the advertisement, determines the advertisementHistory depletion rate；
Forecast consumption speed determines subelement, for the residual data according to the advertisement, determines the advertisementForecast consumption speed；
The negative-feedback factor obtains subelement, the forecast consumption for history depletion rate and the advertisement by the advertisementSpeed obtains the negative-feedback factor.
Preferably, the negative-feedback factor obtains subelement, specifically for according to the history depletion rate of the advertisement andThe forecast consumption speed of the advertisement obtains original negative feedback factor, and anti-according to the original negative feedback factor and preset negativeFactor requirements are presented, determine the negative-feedback factor.
Preferably, the bid obtaining unit meets default consumption data for the history consumption data in the advertisementIn the case where it is required that, according to the bid of the history of the advertisement and the negative-feedback factor, the bid of the advertisement, Yi Jiyong are obtainedIn the case that the history consumption data in the advertisement is unsatisfactory for default consumption data requirement, the bid of default default is determined asThe bid of the advertisement.
The present invention also provides a kind of storage medium, computer program code, the calculating are stored on the storage mediumMachine program code realizes above-mentioned advertisement bid method of adjustment when executing.
From above-mentioned technical proposal it is found that obtain advertisement history consumption data and advertisement residual data the case whereUnder, the history bid of advertisement can be determined according to the history consumption data of advertisement, according to the history consumption data of advertisement and advertisementResidual data, obtain the negative-feedback factor of reflection flowed fluctuation situation, and then bid according to the history of advertisement and negative anti-The feedback factor obtains the bid of advertisement, realizes according to flowed fluctuation situation dynamic adjustment advertisement bid, so that advertisement bid can be with streamAmount fluctuates situation and changes, so that the total budget of advertisement is enable uniformly to be consumed according to flowed fluctuation situation, such advertisementBid and the consumption of advertising budget are no longer dependent on response prediction model, improve the accuracy of bid and guarantee the equal of budget consumptionIt homogenizes.
Specific embodiment
In order to make the object, technical scheme and advantages of the embodiment of the invention clearer, below in conjunction with the embodiment of the present inventionIn attached drawing, technical scheme in the embodiment of the invention is clearly and completely described, it is clear that described embodiment isA part of the embodiment of the present invention, instead of all the embodiments.Based on the embodiments of the present invention, those of ordinary skill in the artEvery other embodiment obtained without making creative work, shall fall within the protection scope of the present invention.
Referring to Fig. 1, being used for it illustrates a kind of flow chart of advertisement bid method of adjustment provided in an embodiment of the present inventionAccording to flowed fluctuation situation dynamic adjustment advertisement bid, and the total budget of advertisement can be made uniformly to disappear according to flowed fluctuation situationConsumption.Wherein advertisement bid method of adjustment shown in Fig. 1 may comprise steps of:
101: obtaining the history consumption data of advertisement and the residual data of advertisement.It is to be understood that history consumesIt is that advertisement has been thrown that data and residual data, which can be same branch advertisement in the data of different phase, such as history consumption data,Put data consumed by the stage, residual data are then the data that advertisement continues that the dispensing stage will consume.
One day total budget data instance is being launched with advertisement, the time before current time is that rank has been launched in advertisementSection, the time after current time and current time is that advertisement continues the dispensing stage, then the time before current time launchesData used in advertisement are history consumption data, and the time after corresponding current time and current time launches advertisementUsed data are residual data.
Herein it should be noted is that: history consumption data can be in the preset time period before current time and throwPut data used in advertisement, that is to say, that history consumption data is the partial data that consumption data is launched in advertisement, is such as gone throughHistory consumption data is that data used in advertisement are launched in the previous hour of current time, not for preset time period the present embodimentIt is limited.And advertisement of every dispensing in practical applications, then subtracting this dispensing from the total budget data of advertisement makesData can obtain residual data with advertisement of every dispensing.
In the present embodiment, history consumption data and residual data can obtain primary at interval of preset time, thisIt means that and implements an advertisement bid method of adjustment at interval of preset time, realize the real-time adjustment of advertisement bid, such as everyEvery one minute history consumption data of acquisition and residual data, preset time the present embodiment is not limited.ItsIt includes: consumption amount p0 that middle history consumption data, which can include but is not limited to, shows number c0, practical release time t0 (unitCan be minute), if history consumption data is launches data used in advertisement in the previous hour of current time, then consumeThe amount of money is the previous hour of current time to launch the spent amount of money of advertisement, shows that number is the number launched previous hour, practicalRelease time is then the displaying time of previous hour advertisement.Residual data can include but is not limited to include: residualP1 and remaining release time t1 (unit can be minute), residual are that the remaining amount of money, remaining release time are launched in advertisementIt is then that the remaining displaying time is launched in advertisement.
Each data in history consumption data can be collected in advertisement release process, in residual dataThe difference for all data that each data can then have been consumed by the total budget data and dispensing advertisement of advertisement obtains, detailed processThe present embodiment no longer illustrates.
102: according to the history consumption data of advertisement, determining the history bid of advertisement.
Wherein the history of advertisement is bid for showing Expenditure Levels of the advertisement within the history consumption data corresponding time,As for showing that the advertisement shows the average amount of consumption every time, then the calculation of the history bid of advertisement is: bidavg=The average amount of p0/c0 or the bid of the history of advertisement for showing to launch advertisement consumption per minute, then the history of advertisement goes outThe calculation of valence is: bidavg=p0/t0.The history bid of certain advertisement can also use other calculations, this implementationExample does not illustrate one by one.
103: according to the residual data of the history consumption data of advertisement and advertisement, obtaining reflection flowed fluctuation situationThe negative-feedback factor, so that the bid of advertisement can be adjusted with flowed fluctuation situation dynamic.In the present embodiment, it obtains negative anti-It presents the mode of the factor as follows but is not limited to following manner:
According to the history consumption data of advertisement, the history depletion rate of advertisement is determined；According to the residual data of advertisement,Determine the forecast consumption speed of advertisement；By the history depletion rate of advertisement and the forecast consumption speed of advertisement, obtain negative-feedback becauseSon.
As history depletion rate is used to show the mean consumption speed of history consumption data, the then calculating of history depletion rateMode is: s0=p0/t0, and same forecast consumption speed is used to show the mean consumption speed of residual data, then is expectedThe calculation of depletion rate is: s1=p1/t1, and then the calculation of the negative-feedback factor is: b=s1/s0.This certain implementationExample be also based on the history consumption data of advertisement and the residual data of advertisement, using other modes obtain negative-feedback becauseSon no longer illustrates this present embodiment one by one.
It is exemplified below why the negative-feedback factor can reflect flowed fluctuation situation, such as in the previous of current timeHour spend 10 yuan of progress advertisement dispensings, the residual in residual data is 60 yuan, the remaining release time be 18 points extremely24 points (6 hours, average each hour should continue to spend 10 yuan), then launching always according to the bid can be so that budgetUniformly consumption.However the flow for carrying out advertisement broadcasting is fluctuation, if taking 5 yuan at 18 points to 19 points, illustrates thisSupply falls short of demand by Shi Liuliang, and the corresponding history depletion rate obtained through the above way becomes smaller, it is contemplated that and depletion rate becomes larger, intoAnd the value of the negative-feedback factor is become larger；If taking 15 yuan at 18 points to 19 points, illustrate that supply exceed demand for flow at this time, phaseThe corresponding history depletion rate obtained through the above way becomes larger, it is contemplated that depletion rate becomes smaller, so that the negative-feedback factorValue become smaller, thus illustrate that the negative-feedback factor obtained through the above way can be adjusted with flowed fluctuation situation dynamic, intoAnd the negative-feedback factor is made to can reflect flowed fluctuation situation.
104: according to the bid of the history of advertisement and the negative-feedback factor, obtaining the bid of advertisement, wherein the bid of advertisement is used forThe flow for launching advertisement is obtained, to play advertisement on the flow of acquisition.That is in the case where obtaining the bid of advertisement,Advertisement bid method of adjustment provided in this embodiment can obtain the stream for launching advertisement with comprising steps of according to the bid of advertisementAmount, control advertisement play on the flow of acquisition.In the present embodiment, obtain the bid of advertisement mode it is following but be not limited to asUnder type:
Based on formula: bidprice=bidavg*b obtains the bid of advertisement, and wherein bidavg is that the history of advertisement is bid,B is negative feedback factor.Since the negative-feedback factor can be adjusted with flowed fluctuation situation dynamic, and the bid of advertisement can be by advertisementHistory bid and negative-feedback fac-tor obtain, so the bid of the history based on advertisement and the obtained advertisement of the negative-feedback factorBid can also be considered as to be adjusted with flowed fluctuation situation dynamic.In the case that such as supply exceed demand in flow (be changed to supply exceed demand),The value of the negative-feedback factor becomes smaller, and the bid of corresponding advertisement also reduces；What supply falls short of demand in flow (be changed to supply falls short of demand)In the case of, the value of the negative-feedback factor becomes larger, and the bid of corresponding advertisement also improves, and realizes and adjusts with flowed fluctuation situation dynamicWhole bid.
Still illustrated how to realize with above-mentioned with flowed fluctuation situation dynamic adjustment bid, if in 18 points to 19 points flowersTaken 5 yuan, illustrated that supply falls short of demand for flow at this time, the market price for buying flow is caused to be enhanced, if the branch advertisement still withFlow is bought in past bid, and branch advertisement purchase can be made less than enough flows, but can be improved through the above wayThe value of the negative-feedback factor, the bid for the advertisement that the history based on the negative-feedback factor and advertisement is bid can also be got higher, with purchaseIt buys enough flows and shows the branch advertisement, if illustrating that supply exceed demand for flow at this time, causes to use taking 15 yuan at 18 points to 19 pointsIt is lowered in the market price of purchase flow, if the branch advertisement still buys flow with previous bid, the branch advertisement can be made to purchaseToo many flow is bought, but the value of the negative-feedback factor can be reduced through the above way, based on the negative-feedback factor and advertisementThe bid for the advertisement that history is bid can also reduce, and show the Zhi Guang still to be able to buy enough flows by rationally bidIt accuses.
From the example above it is found that when supply falls short of demand for flow, the value of the negative-feedback factor is improved, and the bid of advertisement also can be withThe raising of the negative-feedback factor and get higher；When supply exceed demand for flow, the value of the negative-feedback factor is reduced, and the bid of advertisement also can be withThe reduction of the negative-feedback factor and reduce, be achieved in the bid that advertisement is adjusted with flowed fluctuation situation dynamic, why advertisementIt is because in flowed fluctuation that bid changes with the value of the negative-feedback factor, and the variation of the history bid of advertisement can neglectSlightly, it is possible thereby to only consider the influence of the bid of negative-feedback factor pair advertisement.
Herein it should be noted is that: with the flowed fluctuation situation dynamic adjustment negative-feedback factor, it is possible that extensivelyThe bid of announcement exceeds normal tolerance interval, thus in the present embodiment, will be according to the history depletion rate of advertisement and advertisementForecast consumption speed obtains original negative feedback factor, that is to say, that obtains original negative feedback factor based on b=s1/s0, then rootAccording to original negative feedback factor and the requirement of preset negative feedback factor, the negative-feedback factor is determined.
Wherein preset negative feedback factor requires the probability for exceeding normal tolerance interval for reducing the bid of advertisement, at thisA kind of mode that preset negative feedback factor requires in embodiment is: preset upper limit and pre-determined lower limit, corresponding determining negative-feedbackThe mode of the factor is: in the case where original negative feedback factor is less than pre-determined lower limit, pre-determined lower limit being determined as the negative-feedback factor；In the case where original negative feedback factor is greater than preset upper limit, preset upper limit is determined as the negative-feedback factor；In initial negative-feedbackThe factor be more than or equal to pre-determined lower limit and be less than or equal to preset upper limit in the case where, by original negative feedback factor be determined as negative-feedback becauseSon.
From above-mentioned technical proposal it is found that obtain advertisement history consumption data and advertisement residual data the case whereUnder, the history bid of advertisement can be determined according to the history consumption data of advertisement, according to the history consumption data of advertisement and advertisementResidual data, obtain the negative-feedback factor of reflection flowed fluctuation situation, and then bid according to the history of advertisement and negative anti-The feedback factor obtains the bid of advertisement, realizes according to flowed fluctuation situation dynamic adjustment advertisement bid, so that advertisement bid can be with streamAmount fluctuates situation and changes, so that the total budget of advertisement is enable uniformly to be consumed according to flowed fluctuation situation, such advertisementBid and the consumption of advertising budget are no longer dependent on response prediction model, improve the accuracy of bid and guarantee the equal of budget consumptionIt homogenizes.In addition, obtaining primary feelings at interval of preset time in the history consumption data of advertisement and the residual data of advertisementUnder condition, then the bid of an advertisement can be adjusted at interval of preset time dynamic, enables the bid of advertisement in real time with flow wavesEmotionally condition adjusts.
Below for launching an advertisement in a network video website, to advertisement bid tune provided in this embodimentAdjusting method is illustrated, and when advertisement is launched in the network video website, is obtained at interval of 1 minute (a kind of mode of preset time)The history consumption data of its previous hour, such as by taking current time as an example, the history for obtaining the previous hour of current time disappearsConsume data: consumption amount p0=93.14 is first, displaying number c0=4900 times, and practical release time t0=60 minutes, residualData: residual p1=303 member, it is remaining release time t1=467 minutes, corresponding based on above-mentioned history consumption data and surplusRemaining budget data obtains: history bid: bidavg=0.019 member/displaying, history depletion rate: s0=1.552 member/minute, in advancePhase depletion rate: s1=0.649 member/minute, the negative-feedback factor: b=0.418, and then obtain the bid of the advertisement of current time:Bidprice=0.008 member/displaying is realized so as to buy the broadcasting that flow carries out advertisement according to the bid with flow wavesEmotionally condition adjusts the bid of advertisement and enables to total budget that can uniformly be consumed according to flowed fluctuation situation.
Referring to Fig. 2, it illustrates the flow chart of another advertisement bid method of adjustment provided in an embodiment of the present invention, it canWith the following steps are included:
201: obtaining the history consumption data of advertisement and the residual data of advertisement.
202: according to the history consumption data of advertisement, determining the history bid of advertisement.
203: according to the residual data of the history consumption data of advertisement and advertisement, obtaining reflection flowed fluctuation situationThe negative-feedback factor.
In the present embodiment, step 201 is to step 203: it is identical to step 103 as above-mentioned steps 101, to this present embodimentNo longer illustrate.
204: in the case where the history consumption data of advertisement meets default consumption data requirement, being gone out according to the history of advertisementValence and the negative-feedback factor, obtain the bid of advertisement.
Wherein preset consumption data require can according to the actual situation depending on, such as default consumption data requires to can be to going throughThe requirement of all data in history consumption data, such as default consumption data requirement may include: budget threshold value Xp, show numberThreshold X c and release time threshold X t, the consumption amount p0 in history consumption data are more than or equal to budget threshold value Xp, exhibitionIn the case where showing that number c0 is more than or equal to displaying frequency threshold value Xc and practical release time t0 is more than or equal to release time threshold X t,Illustrate that history consumption data meets default consumption data requirement, can be bid and the negative-feedback factor according to the history of advertisement at this time,The bid of advertisement is obtained, wherein the bid acquisition pattern of advertisement can be refering to the related description in above method embodiment, to thisThe present embodiment no longer illustrates.
Certainly, preset consumption data require be also possible to other requirements, as budget history bid threshold value, if being disappeared based on historyThe history bid for the advertisement that consumption data obtain is more than or equal to budget history bid threshold value, then illustrates that meeting default consumption data wantsIt asks, is otherwise unsatisfactory for default consumption data requirement, consumption data is preset for other, the present embodiment is required no longer to illustrate one by one.ThisOutside, the present embodiment can also be in the history bid and negative-feedback for determining advertisement because the period of the day from 11 p.m. to 1 a.m is to the history consumption data of advertisement and defaultConsumption data requires to be compared, and in the case where meeting default consumption data requirement, determines history bid and the negative-feedback factor,Otherwise default default bid is determined as to the bid of advertisement.
205: in the case where the history consumption data of advertisement is unsatisfactory for default consumption data requirement, default default being bidIt is determined as the bid of advertisement.One can such as be can be and meet advertisement and broadcast depending on practical application by wherein presetting default bidThe bid of required flow is put, specific the present embodiment is without limiting.
From above-mentioned technical proposal it is found that can make in the case where history consumption data meets default consumption data requirementThe bid of advertisement is adjusted with flowed fluctuation situation dynamic, and the case where history consumption data is unsatisfactory for default consumption data requirementUnder, then default default bid is determined as to the bid of advertisement, so that advertisement normal play.
For the various method embodiments described above, for simple description, therefore, it is stated as a series of action combinations, butBe those skilled in the art should understand that, the present invention is not limited by the sequence of acts described because according to the present invention, certainA little steps can be performed in other orders or simultaneously.Secondly, those skilled in the art should also know that, it is retouched in specificationThe embodiment stated belongs to preferred embodiment, and related actions and modules are not necessarily necessary for the present invention.
Referring to Fig. 3, can wrap it illustrates a kind of structure of advertisement bid adjustment device provided in an embodiment of the present inventionIt includes: acquiring unit 11, determination unit 12, negative-feedback factor obtaining unit 13 and bid obtaining unit 14.
Acquiring unit 11, for obtaining the history consumption data of advertisement and the residual data of advertisement.It is understood thatBe: history consumption data and residual data can be same branch advertisement in the data of different phase, such as history consumption dataIt is that data consumed by the stage have been launched in advertisement, residual data are then the numbers that advertisement continues that the dispensing stage will consumeAccording to.
When wherein history consumption data can include but is not limited to include: consumption amount p0, show number c0, practical dispensingBetween t0 (unit can be minute), as history consumption data be current time previous hour in launch advertisement used in numberAccording to then consumption amount is the previous hour of current time to launch the spent amount of money of advertisement, shows that number is to launch previous hourNumber, practical release time are then the displaying time of previous hour advertisement.Residual data can include but is not limited toResidual p1 and remaining release time t1 (unit can be minute), residual is that the remaining amount of money is launched in advertisement, remainingRelease time is then that the remaining displaying time is launched in advertisement, illustrates and please refers to embodiment of the method, no longer to this present embodimentIt is described in detail.
Determination unit 12 determines the history bid of advertisement for the history consumption data according to advertisement.Wherein advertisement is gone throughHistory is bid for showing Expenditure Levels of the advertisement within the history consumption data corresponding time, such as showing that the advertisement is eachShowing the average amount of consumption, it is determined that unit 12 determines that the calculation of the history bid of advertisement is: bidavg=p0/c0,Or average amount of the history bid of advertisement for showing to launch advertisement consumption per minute, it is determined that unit 12 determines advertisementHistory bid calculation be: bidavg=p0/t0.The history bid of certain advertisement can also use other calculating sidesFormula, the present embodiment do not illustrate one by one.
Negative-feedback factor obtaining unit 13, for according to the history consumption data of advertisement and the residual data of advertisement,The negative-feedback factor of reflection flowed fluctuation situation is obtained, so that the bid of advertisement can be adjusted with flowed fluctuation situation dynamicIt is whole.
In the present embodiment, negative-feedback factor obtaining unit 13 may include: that history depletion rate determines subelement, expectionDepletion rate determines that subelement and the negative-feedback factor obtain subelement.
Wherein history depletion rate determines subelement, for the history consumption data according to advertisement, determines the history of advertisementDepletion rate, if history depletion rate is used to show the mean consumption speed of history consumption data, then the meter of history depletion rateCalculation mode is: s0=p0/t0.
Forecast consumption speed determines subelement, for the residual data according to advertisement, determines the forecast consumption of advertisementSpeed, the forecast consumption speed show the mean consumption speed of residual data, then the calculation of forecast consumption speed is:S1=p1/t1.
The negative-feedback factor obtains subelement and obtains for the forecast consumption speed of history depletion rate and advertisement by advertisementIt is to the negative-feedback factor, such as calculation of the negative-feedback factor: b=s1/s0, to make the negative-feedback factor can in this wayTo adjust with flowed fluctuation situation dynamic, specifically why above method embodiment can be please referred to flowed fluctuation situation dynamic adjustmentIn explanation.
Herein it should be noted is that: in order to make the bid of advertisement in normal tolerance interval, negative-feedback becauseSon, which obtains subelement, to obtain original negative feedback factor according to the history depletion rate of advertisement and the forecast consumption speed of advertisement,That is obtaining original negative feedback factor based on b=s1/s0, then wanted according to original negative feedback factor and preset negative feedback factorIt asks, determines the negative-feedback factor.
Wherein preset negative feedback factor requires the probability for exceeding normal tolerance interval for reducing the bid of advertisement, at thisA kind of mode that preset negative feedback factor requires in embodiment is: preset upper limit and pre-determined lower limit, corresponding determining negative-feedbackThe mode of the factor is: in the case where original negative feedback factor is less than pre-determined lower limit, pre-determined lower limit being determined as the negative-feedback factor；In the case where original negative feedback factor is greater than preset upper limit, preset upper limit is determined as the negative-feedback factor；In initial negative-feedbackThe factor be more than or equal to pre-determined lower limit and be less than or equal to preset upper limit in the case where, by original negative feedback factor be determined as negative-feedback becauseSon.
Only determine that subelement, forecast consumption speed determine that subelement and the negative-feedback factor obtain above with history depletion rateSubelement introduces the acquisition pattern of the negative-feedback factor, is also based on the history consumption data of advertisement and wide in the present embodiment certainlyThe residual data of announcement obtain the negative-feedback factor using other modes, no longer illustrate one by one this present embodiment.
Obtaining unit 14 of bidding obtains the bid of advertisement, advertisement for bidding and the negative-feedback factor according to the history of advertisementBid for obtains dispensing advertisement flow, to play advertisement on flow obtained.In the present embodiment, advertisement is obtainedBid mode it is following but be not limited to such as under type:
Based on formula: bidprice=bidavg*b obtains the bid of advertisement, and wherein bidavg is that the history of advertisement is bid,B is negative feedback factor, and since the negative-feedback factor can be adjusted with flowed fluctuation situation dynamic, and the bid of advertisement can be by advertisementHistory bid and negative-feedback fac-tor obtain, so the bid of the history based on advertisement and the obtained advertisement of the negative-feedback factorBid can also be considered as to be adjusted with flowed fluctuation situation dynamic.
Furthermore bid obtaining unit 14 is in the case where the history consumption data of advertisement meets default consumption data requirement, rootAccording to the history bid of advertisement and the negative-feedback factor, the bid of advertisement is obtained, and the history consumption data in advertisement is unsatisfactory for presettingIn the case that consumption data requires, default default bid is determined as to the bid of advertisement.
Wherein preset consumption data require can according to the actual situation depending on, such as default consumption data requires to can be to going throughThe requirement of all data in history consumption data, such as default consumption data requirement may include: budget threshold value Xp, show numberThreshold X c and release time threshold X t, the consumption amount p0 in history consumption data are more than or equal to budget threshold value Xp, exhibitionIn the case where showing that number c0 is more than or equal to displaying frequency threshold value Xc and practical release time t0 is more than or equal to release time threshold X t,Illustrate that history consumption data meets default consumption data requirement, can be bid and the negative-feedback factor according to the history of advertisement at this time,The bid of advertisement is obtained, wherein the bid acquisition pattern of advertisement can be refering to the related description in above method embodiment, to thisThe present embodiment no longer illustrates.Certainly, preset consumption data require be also possible to other requirements, as budget history bid threshold value, ifThe history bid of the advertisement obtained based on history consumption data is more than or equal to budget history and bid threshold value, then illustrates to meet default disappearData demand is consumed, default consumption data requirement is otherwise unsatisfactory for, consumption data is preset for other and requires the present embodiment not anotherOne illustrates.
From above-mentioned technical proposal it is found that obtain advertisement history consumption data and advertisement residual data the case whereUnder, the history bid of advertisement can be determined according to the history consumption data of advertisement, according to the history consumption data of advertisement and advertisementResidual data, obtain the negative-feedback factor of reflection flowed fluctuation situation, and then bid according to the history of advertisement and negative anti-The feedback factor obtains the bid of advertisement, realizes according to flowed fluctuation situation dynamic adjustment advertisement bid, so that advertisement bid can be with streamAmount fluctuates situation and changes, so that the total budget of advertisement is enable uniformly to be consumed according to flowed fluctuation situation, such advertisementBid and the consumption of advertising budget are no longer dependent on response prediction model, improve the accuracy of bid and guarantee the equal of budget consumptionIt homogenizes.In addition, obtaining primary feelings at interval of preset time in the history consumption data of advertisement and the residual data of advertisementUnder condition, then the bid of an advertisement can be adjusted at interval of preset time dynamic, enables the bid of advertisement in real time with flow wavesEmotionally condition adjusts.
Furthermore the embodiment of the present invention also provides a kind of storage medium, and computer program code is stored on storage medium, meterCalculation machine program code realizes above-mentioned advertisement bid method of adjustment when executing.
It should be noted that all the embodiments in this specification are described in a progressive manner, each embodiment weightPoint explanation is the difference from other embodiments, and the same or similar parts between the embodiments can be referred to each other.For device class embodiment, since it is basically similar to the method embodiment, so being described relatively simple, related place ginsengSee the part explanation of embodiment of the method.
Finally, it is to be noted that, herein, relational terms such as first and second and the like be used merely to byOne entity or operation are distinguished with another entity or operation, without necessarily requiring or implying these entities or operationBetween there are any actual relationship or orders.Moreover, the terms "include", "comprise" or its any other variant meaningCovering non-exclusive inclusion, so that the process, method, article or equipment for including a series of elements not only includes thatA little elements, but also including other elements that are not explicitly listed, or further include for this process, method, article orThe intrinsic element of equipment.In the absence of more restrictions, the element limited by sentence "including a ...", is not arrangedExcept there is also other identical elements in the process, method, article or apparatus that includes the element.
The foregoing description of the disclosed embodiments can be realized those skilled in the art or using the present invention.To thisA variety of modifications of a little embodiments will be apparent for a person skilled in the art, and the general principles defined herein canWithout departing from the spirit or scope of the present invention, to realize in other embodiments.Therefore, the present invention will not be limitedIt is formed on the embodiments shown herein, and is to fit to consistent with the principles and novel features disclosed in this article widestRange.
The above is only a preferred embodiment of the present invention, it is noted that for the ordinary skill people of the artFor member, various improvements and modifications may be made without departing from the principle of the present invention, these improvements and modifications are also answeredIt is considered as protection scope of the present invention.