CN111242687A - An advertising data analysis method, device, electronic device and storage medium - Google Patents
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Abstract
Description
Translated fromChinese技术领域technical field
本申请涉及区块链技术领域，尤其涉及一种广告数据分析方法、装置、电子设备及存储介质。The present application relates to the field of blockchain technology, and in particular, to an advertising data analysis method, device, electronic device and storage medium.
背景技术Background technique
生活中广告无处不在，在许多媒体平台均可以为用户推荐展示各类广告，媒体广告投放系统可以根据广告主的要求向用户投放。Advertising is ubiquitous in life, and various types of advertisements can be recommended and displayed for users on many media platforms. The media advertisement delivery system can deliver to users according to the requirements of advertisers.
广告转化很大程度上课反映广告创造的价值，一般广告投放后带来的订单、下载或者充值等行为，称之为转化。而广告主在投放广告后，需要分析转化的具体原因和转化来源，称作广告归因分析，是评估广告投放效果的重要步骤。Advertising conversion largely reflects the value created by the advertisement. Generally, the behavior of order, download or recharge after the advertisement is placed is called conversion. After advertisers place ads, they need to analyze the specific reasons and sources of conversions, which is called advertising attribution analysis, which is an important step in evaluating the effect of advertising.
不同的媒体都可以在广告主的委托下对相同的广告进行投放。而整个网络数据量大、数据来源复杂，一般的广告归因分析中，由于其广告曝光数据可能存在误差或者造假的情况，并且其数据和分析均局限于媒体的自有数据，因为网络传输原因、媒体自身功能、广告作弊流量以及利益相关等，较困难甚至无法确定广告转化的最直接原因，广告归因分析不够准确。Different media can run the same advertisement under the commission of the advertiser. However, the entire network has a large amount of data and complex data sources. In general advertising attribution analysis, there may be errors or frauds in the advertising exposure data, and the data and analysis are limited to the media's own data, due to network transmission reasons. It is difficult or even impossible to determine the most direct cause of advertising conversion, and the advertising attribution analysis is not accurate enough.
发明内容SUMMARY OF THE INVENTION
本申请提供了一种广告数据分析方法、装置、电子设备及存储介质，可以通过区块链技术准确存储用户侧的广告曝光和转化数据，以获得真实准确的广告转化的归因分析。The present application provides an advertising data analysis method, device, electronic device and storage medium, which can accurately store user-side advertising exposure and conversion data through blockchain technology, so as to obtain a true and accurate attribution analysis of advertising conversion.
一方面，本申请实施例提供了一种广告数据分析方法，包括：On the one hand, an embodiment of the present application provides an advertising data analysis method, including:
获取第二区块中的广告转化信息以及用户节点标识，所述广告转化信息包括目标广告的广告标识以及对应的转化时间和转化形式；Obtain the advertisement conversion information and the user node identification in the second block, and the advertisement conversion information includes the advertisement identification of the target advertisement and the corresponding conversion time and conversion form;
从第一区块中获取所述用户节点标识对应的所述目标广告的广告曝光信息，所述广告曝光信息包括所述目标广告的广告标识、曝光时间和投放来源节点；Acquire advertisement exposure information of the target advertisement corresponding to the user node identifier from the first block, where the advertisement exposure information includes the advertisement identifier, exposure time and delivery source node of the target advertisement;
在获取到至少两个所述广告曝光信息的情况下，在所述曝光时间中确定有效曝光时间；In the case of acquiring at least two pieces of the advertisement exposure information, determine the effective exposure time in the exposure time;
将所述有效曝光时间对应的投放来源节点确定为所述目标广告转化的归因节点。The delivery source node corresponding to the effective exposure time is determined as the attribution node of the conversion of the target advertisement.
另一方面，本申请实施例提供了一种广告数据分析方法，包括：On the other hand, an embodiment of the present application provides an advertising data analysis method, including:
在检测到目标广告发生曝光的情况下，生成广告曝光信息，所述广告曝光信息包括所述目标广告的广告标识、曝光时间和投放来源节点；In the case of detecting that the target advertisement is exposed, generating advertisement exposure information, where the advertisement exposure information includes the advertisement identifier, exposure time and delivery source node of the target advertisement;
生成第一区块以记录所述广告曝光信息以及用户节点标识，在数据共享系统中存储所述第一区块；generating a first block to record the advertisement exposure information and user node identification, and storing the first block in a data sharing system;
在检测到所述目标广告的转化操作的情况下，生成广告转化信息，所述广告转化信息包括所述目标广告的广告标识以及对应的转化时间和转化形式；In the case of detecting the conversion operation of the target advertisement, generate advertisement conversion information, and the advertisement conversion information includes the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form;
生成第二区块以记录所述广告转化信息以及所述用户节点标识，在数据共享系统中存储所述第二区块。A second block is generated to record the advertisement conversion information and the user node identification, and the second block is stored in the data sharing system.
另一方面，本申请实施例提供了一种广告数据分析装置，包括：On the other hand, an embodiment of the present application provides an apparatus for analyzing advertisement data, including:
获取模块，用于获取第二区块中的广告转化信息以及用户节点标识，所述广告转化信息包括目标广告的广告标识以及对应的转化时间和转化形式；an acquisition module, configured to acquire the advertisement conversion information and the user node identifier in the second block, the advertisement conversion information including the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form;
所述获取模块还用于，从第一区块中获取所述用户节点标识对应的所述目标广告的广告曝光信息，所述广告曝光信息包括所述目标广告的广告标识、曝光时间和投放来源节点；The obtaining module is further configured to obtain, from the first block, advertisement exposure information of the target advertisement corresponding to the user node identifier, where the advertisement exposure information includes the advertisement identifier, exposure time and delivery source of the target advertisement. node;
处理模块，用于在获取到至少两个所述广告曝光信息的情况下，在所述曝光时间中确定有效曝光时间；a processing module, configured to determine an effective exposure time in the exposure time when at least two pieces of the advertisement exposure information are acquired;
所述处理模块还用于，将所述有效曝光时间对应的投放来源节点确定为所述目标广告转化的归因节点。The processing module is further configured to determine the delivery source node corresponding to the effective exposure time as the attribution node of the conversion of the target advertisement.
可选的，所述处理模块具体用于：Optionally, the processing module is specifically used for:
在所述至少两个广告曝光信息对应的至少两个曝光时间中，确定在所述转化时间之前最后一次的曝光时间为所述有效曝光时间。Among the at least two exposure times corresponding to the at least two advertisement exposure information, the last exposure time before the conversion time is determined as the effective exposure time.
可选的，所述处理模块还用于，在将所述有效曝光时间对应的投放来源节点确定为所述目标广告转化的归因节点之后，生成归因分析结果，所述归因分析结果包括所述目标广告的广告标识、所述有效曝光时间、所述转化时间、所述转化形式和所述归因节点；Optionally, the processing module is further configured to generate an attribution analysis result after determining the delivery source node corresponding to the effective exposure time as the attribution node of the target advertisement conversion, and the attribution analysis result includes: The advertisement identifier of the target advertisement, the effective exposure time, the conversion time, the conversion form, and the attribution node;
确定所述目标广告对应的广告主节点，向所述广告主节点发送所述归因分析结果，Determine the advertiser node corresponding to the target advertisement, and send the attribution analysis result to the advertiser node,
可选的，所述至少两个所述广告曝光信息的投放来源节点不相同；Optionally, the delivery source nodes of the at least two advertisement exposure information are different;
所述转化形式包括以下任意一种或几种：基于所述目标广告的曝光触发的购买操作、下载操作、页面跳转操作、充值操作。The conversion form includes any one or more of the following: a purchase operation, a download operation, a page jump operation, and a recharge operation triggered based on the exposure of the target advertisement.
可选的，所述处理模块还用于，Optionally, the processing module is also used to:
确定在预设周期内所述目标广告的所述广告转化信息所对应的多个归因节点，获取所述多个归因节点在所述预设周期内对所述目标广告的投放量；determining a plurality of attribution nodes corresponding to the advertisement conversion information of the target advertisement within a preset period, and acquiring the delivery amount of the target advertisement by the multiple attribution nodes within the preset period;
获得不同投放节点被确定为所述归因节点的次数；根据所述不同投放节点被确定为所述归因节点的次数，以及所述不同投放节点在所述预设周期内对所述目标广告的投放量，在所述不同投放节点中确定转化贡献度最高的节点。Obtain the number of times that different delivery nodes are determined to be the attribution nodes; according to the number of times that the different delivery nodes are determined to be the attribution nodes, and the number of times the different delivery nodes are determined to be the attribution nodes within the preset period The delivery amount is determined, and the node with the highest conversion contribution is determined among the different delivery nodes.
另一方面，本申请实施例提供了一种广告数据分析装置，包括：On the other hand, an embodiment of the present application provides an apparatus for analyzing advertisement data, including:
处理模块，用于在检测到目标广告发生曝光的情况下，生成广告曝光信息，所述广告曝光信息包括所述目标广告的广告标识、曝光时间和投放来源节点；a processing module, configured to generate advertisement exposure information when it is detected that the target advertisement is exposed, the advertisement exposure information including the advertisement identifier, exposure time and delivery source node of the target advertisement;
生成模块，用于生成第一区块以记录所述广告曝光信息以及用户节点标识，在数据共享系统中存储所述第一区块；a generating module, configured to generate a first block to record the advertisement exposure information and user node identification, and store the first block in the data sharing system;
所述处理模块还用于，在检测到所述目标广告的转化操作的情况下，生成广告转化信息，所述广告转化信息包括所述目标广告的广告标识以及对应的转化时间和转化形式；The processing module is further configured to, in the case of detecting the conversion operation of the target advertisement, generate advertisement conversion information, where the advertisement conversion information includes the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form;
所述生成模块还用于，生成第二区块以记录所述广告转化信息以及所述用户节点标识，在数据共享系统中存储所述第二区块。The generating module is further configured to generate a second block to record the advertisement conversion information and the user node identifier, and store the second block in the data sharing system.
另一方面，本申请实施例提供了一种电子设备，包括输入设备和输出设备，还包括：处理器，适于实现一条或多条指令；以及，计算机存储介质，所述计算机存储介质存储有一条或多条指令，所述一条或多条指令适于由所述处理器加载并执行如上述第一或第二方面所述的广告数据分析方法。On the other hand, an embodiment of the present application provides an electronic device, including an input device and an output device, and further includes: a processor, adapted to implement one or more instructions; and a computer storage medium, where the computer storage medium stores One or more instructions adapted to be loaded by the processor and execute the advertising data analysis method as described in the first or second aspect above.
另一方面，本申请实施例提供了一种计算机存储介质，所述计算机存储介质存储有一条或多条指令，所述一条或多条指令适于由处理器加载并执行如上述第一或第二方面及其任一种可能的实现方式的步骤。On the other hand, an embodiment of the present application provides a computer storage medium, where one or more instructions are stored in the computer storage medium, and the one or more instructions are suitable for being loaded by a processor and executing the above-mentioned first or fourth Steps of the second aspect and any possible implementations thereof.
本申请通过获取第二区块中的广告转化信息以及用户节点标识，上述广告转化信息包括目标广告的广告标识以及对应的转化时间和转化形式，从第一区块中获取上述用户节点标识对应的上述目标广告的广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点，在获取到至少两个上述广告曝光信息的情况下，在上述曝光时间中确定有效曝光时间，将上述有效曝光时间对应的投放来源节点确定为上述目标广告转化的归因节点，通过区块链技术准确存储用户侧的广告曝光和转化数据，可以不限于单个平台的广告曝光数据，进行更真实准确的广告转化的归因分析，获得最直接造成转化的广告投放节点，获得准确的归因分析结果。In the present application, by acquiring the advertisement conversion information and user node identifiers in the second block, the above-mentioned advertisement conversion information includes the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form, and obtains the user node identifier from the first block. The advertisement exposure information of the above-mentioned target advertisement, the above-mentioned advertisement exposure information includes the advertisement identification of the above-mentioned target advertisement, the exposure time and the delivery source node, and in the case where at least two of the above-mentioned advertisement exposure information are obtained, determine the effective exposure time among the above-mentioned exposure times , determine the delivery source node corresponding to the above-mentioned effective exposure time as the attribution node of the above-mentioned target advertisement conversion, and accurately store the advertisement exposure and conversion data on the user side through blockchain technology. Real and accurate attribution analysis of advertising conversions, obtain the most direct advertising nodes that cause conversions, and obtain accurate attribution analysis results.
附图说明Description of drawings
为了更清楚地说明本申请实施例或背景技术中的技术方案，下面将对本申请实施例或背景技术中所需要使用的附图进行说明。In order to more clearly illustrate the technical solutions in the embodiments of the present application or the background technology, the accompanying drawings required in the embodiments or the background technology of the present application will be described below.
图1A为本申请实施例提供的一种数据共享系统的结构示意图；1A is a schematic structural diagram of a data sharing system provided by an embodiment of the present application;
图1B为本申请实施例提供的一种区块链的结构示意图；FIG. 1B is a schematic structural diagram of a blockchain provided by an embodiment of the application;
图1C为本申请实施例提供的一种区块链的节点交互示意图；FIG. 1C is a schematic diagram of node interaction of a blockchain according to an embodiment of the present application;
图2为本申请实施例提供的一种广告数据分析方法的流程示意图；2 is a schematic flowchart of a method for analyzing advertisement data provided by an embodiment of the present application;
图3A为本申请实施例提供的另一种广告数据分析方法的流程示意图；3A is a schematic flowchart of another advertising data analysis method provided by an embodiment of the present application;
图3B为本申请实施例提供的一种广告数据分析方法的节点交互流程示意图；3B is a schematic diagram of a node interaction process of an advertisement data analysis method provided by an embodiment of the present application;
图4为本申请实施例提供的一种广告数据分析装置的结构示意图；4 is a schematic structural diagram of an apparatus for analyzing advertisement data provided by an embodiment of the present application;
图5为本申请实施例提供的另一种广告数据分析装置的结构示意图；FIG. 5 is a schematic structural diagram of another advertisement data analysis apparatus provided by an embodiment of the present application;
图6为本申请实施例提供的一种电子设备的结构示意图。FIG. 6 is a schematic structural diagram of an electronic device according to an embodiment of the present application.
具体实施方式Detailed ways
为了使本技术领域的人员更好地理解本申请方案，下面将结合本申请实施例中的附图，对本申请实施例中的技术方案进行清楚、完整地描述，显然，所描述的实施例仅是本申请一部分实施例，而不是全部的实施例。基于本申请中的实施例，本领域普通技术人员在没有作出创造性劳动前提下所获得的所有其他实施例，都属于本申请保护的范围。In order to make those skilled in the art better understand the solutions of the present application, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the accompanying drawings in the embodiments of the present application. Obviously, the described embodiments are only It is a part of the embodiments of the present application, but not all of the embodiments. Based on the embodiments in the present application, all other embodiments obtained by those of ordinary skill in the art without creative work fall within the protection scope of the present application.
本申请的说明书和权利要求书及上述附图中的术语“第一”、“第二”等是用于区别不同对象，而不是用于描述特定顺序。此外，术语“包括”和“具有”以及它们任何变形，意图在于覆盖不排他的包含。例如包含了一系列步骤或单元的过程、方法、系统、产品或设备没有限定于已列出的步骤或单元，而是可选地还包括没有列出的步骤或单元，或可选地还包括对于这些过程、方法、产品或设备固有的其他步骤或单元。The terms "first", "second" and the like in the description and claims of the present application and the above drawings are used to distinguish different objects, rather than to describe a specific order. Furthermore, the terms "comprising" and "having" and any variations thereof are intended to cover non-exclusive inclusion. For example, a process, method, system, product or device comprising a series of steps or units is not limited to the listed steps or units, but optionally also includes unlisted steps or units, or optionally also includes For other steps or units inherent to these processes, methods, products or devices.
在本文中提及“实施例”意味着，结合实施例描述的特定特征、结构或特性可以包含在本申请的至少一个实施例中。在说明书中的各个位置出现该短语并不一定均是指相同的实施例，也不是与其它实施例互斥的独立的或备选的实施例。本领域技术人员显式地和隐式地理解的是，本文所描述的实施例可以与其它实施例相结合。Reference herein to an "embodiment" means that a particular feature, structure, or characteristic described in connection with the embodiment can be included in at least one embodiment of the present application. The appearances of the phrase in various places in the specification are not necessarily all referring to the same embodiment, nor a separate or alternative embodiment that is mutually exclusive of other embodiments. It is explicitly and implicitly understood by those skilled in the art that the embodiments described herein may be combined with other embodiments.
参见图1A所示的数据共享系统，数据共享系统100是指用于进行节点与节点之间数据共享的系统，该数据共享系统中可以包括多个节点101，多个节点101可以是指数据共享系统中各个客户端。每个节点101在进行正常工作可以接收到输入信息，并基于接收到的输入信息维护该数据共享系统内的共享数据。为了保证数据共享系统内的信息互通，数据共享系统中的每个节点之间可以存在信息连接，节点之间可以通过上述信息连接进行信息传输。例如，当数据共享系统中的任意节点接收到输入信息时，数据共享系统中的其他节点便可以根据共识算法获取该输入信息，将该输入信息作为共享数据中的数据进行存储，使得数据共享系统中全部节点上存储的数据均一致。Referring to the data sharing system shown in FIG. 1A , the data sharing system 100 refers to a system for sharing data between nodes, the data sharing system may include
对于数据共享系统中的每个节点，均具有与其对应的节点标识，而且数据共享系统中的每个节点均可以存储有数据共享系统中其他节点的节点标识，以便后续根据其他节点的节点标识，将生成的区块广播至数据共享系统中的其他节点。每个节点中可维护一个如下表所示的节点标识列表，将节点名称和节点标识对应存储至该节点标识列表中。其中，节点标识可为IP(Internet Protocol，网络之间互联的协议)地址以及其他任一种能够用于标识该节点的信息，表1中仅以IP地址为例进行说明。For each node in the data sharing system, there is a corresponding node identifier, and each node in the data sharing system can store the node identifiers of other nodes in the data sharing system, so that according to the node identifiers of other nodes, Broadcast the generated blocks to other nodes in the data sharing system. Each node can maintain a node ID list as shown in the following table, and store the node name and node ID in the node ID list correspondingly. The node identifier may be an IP (Internet Protocol, protocol for interconnection between networks) address and any other information that can be used to identify the node. Table 1 only takes the IP address as an example for description.
数据共享系统中的每个节点均存储一条相同的区块链。区块链由多个区块组成，参见图1B，区块链由多个区块组成，创始块中包括区块头和区块主体，区块头中存储有输入信息特征值、版本号、时间戳和难度值，区块主体中存储有输入信息；创始块的下一区块以创始块为父区块，下一区块中同样包括区块头和区块主体，区块头中存储有当前区块的输入信息特征值、父区块的区块头特征值、版本号、时间戳和难度值，并以此类推，使得区块链中每个区块中存储的区块数据均与父区块中存储的区块数据存在关联，保证了区块中输入信息的安全性。Every node in the data sharing system stores an identical blockchain. The blockchain consists of multiple blocks, see Figure 1B, the blockchain consists of multiple blocks, the founding block includes the block header and the block body, and the block header stores the input information feature value, version number, timestamp and difficulty value, the input information is stored in the block body; the next block of the genesis block takes the genesis block as the parent block, the next block also includes the block header and the block body, and the block header stores the current block The characteristic value of input information, the characteristic value of the block header of the parent block, the version number, the timestamp and the difficulty value, and so on, so that the block data stored in each block in the blockchain is the same as that in the parent block. The stored block data is associated, which ensures the security of the input information in the block.
为了更好地说明本申请实施例中的方法，参见图1C，图1C为本申请实施例提供的一种区块链的节点交互示意图。如图1C所示，数据共享系统中可以设置多个投放节点、广告主节点和用户节点(其中可以有多个广告主节点和用户节点，图中仅作示意)，以执行本申请的一种广告数据分析方法。其中投放节点可以看做媒体侧，比如媒体平台或媒体服务器，对用户节点进行广告投放操作，广告主节点即为有广告投放需求的出资方，投放节点可按广告主的需求投放广告；用户节点可以理解为用户侧终端，通过上述媒体平台或应用程序用户的客户端，用户可以接收、浏览投放的广告，在区块链中进行数据交互，使投放节点及时获取并整合用户节点真实的广告曝光信息和广告转化信息，不限于单个投放节点内的数据进行分析，以使广告转化的归因分析更真实准确。To better illustrate the method in the embodiment of the present application, refer to FIG. 1C , which is a schematic diagram of node interaction of a blockchain provided by the embodiment of the present application. As shown in FIG. 1C , a data sharing system can set up multiple delivery nodes, advertiser nodes and user nodes (there can be multiple advertiser nodes and user nodes, which are only for illustration in the figure), so as to execute one of the present application Advertising data analysis methods. Among them, the delivery node can be regarded as the media side, such as a media platform or media server, which performs advertisement delivery operations on the user node. The advertiser node is the investor who has the demand for advertising, and the delivery node can deliver advertisements according to the needs of the advertiser; the user node It can be understood as a user-side terminal. Through the above-mentioned media platform or the client of the application user, the user can receive and browse the advertisements delivered, and perform data interaction in the blockchain, so that the delivery node can obtain and integrate the real advertisement exposure of the user node in time. Information and advertisement conversion information are not limited to the data in a single delivery node for analysis, so as to make the attribution analysis of advertisement conversion more realistic and accurate.
下面结合本申请实施例中的附图对本申请实施例进行描述。The embodiments of the present application will be described below with reference to the accompanying drawings in the embodiments of the present application.
请参阅图2，图2是本申请实施例提供的一种广告数据分析方法的流程示意图。该方法可包括：Please refer to FIG. 2 , which is a schematic flowchart of an advertisement data analysis method provided by an embodiment of the present application. The method may include:
201、在检测到目标广告发生曝光的情况下，生成广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点。201. In the case where exposure of the target advertisement is detected, generate advertisement exposure information, where the advertisement exposure information includes the advertisement identifier, exposure time, and delivery source node of the target advertisement.
本申请实施例中涉及到的数据共享系统可以为上述区块链系统，在数据共享系统中的数据共享和处理可以基于区块链实现。本申请实施例涉及到的投放系统指的是对网络媒体平台中的用户进行广告投放的系统，属于区块链网络中的一个节点，可以理解为媒体侧的服务器，为区块链网络中的用户节点投放广告。The data sharing system involved in the embodiments of the present application may be the above-mentioned blockchain system, and the data sharing and processing in the data sharing system may be implemented based on the blockchain. The delivery system involved in the embodiments of this application refers to a system for delivering advertisements to users in an online media platform, which belongs to a node in the blockchain network, and can be understood as a server on the media side, which is a server in the blockchain network. User nodes serve advertisements.
而本申请实施例中的执行主体可以为上述用户节点，如用户侧使用的终端，通过客户端可以接收并输出来自投放节点的广告。具体实现中，上述终端也可称为终端设备，包括但不限于诸如具有触摸敏感表面(例如，触摸屏显示器和/或触摸板)的移动电话、膝上型计算机或平板计算机之类的其它便携式设备，可以通过应用程序实现定位服务和导航功能。还应当理解的是，在某些实施例中，上述设备并非便携式通信设备，而是具有触摸敏感表面(例如，触摸屏显示器和/或触摸板)的台式计算机。The execution subject in this embodiment of the present application may be the above-mentioned user node, such as a terminal used by the user side, and the client may receive and output advertisements from the delivery node. In specific implementations, the above-mentioned terminals may also be referred to as terminal devices, including but not limited to other portable devices such as mobile phones, laptop computers or tablet computers with touch-sensitive surfaces (eg, touch screen displays and/or touch pads). , you can implement location services and navigation functions through the application. It should also be understood that, in some embodiments, the above-described devices are not portable communication devices, but rather desktop computers with touch-sensitive surfaces (eg, touch screen displays and/or touch pads).
区块链中可以包括多个投放节点、用户节点和广告主节点，本申请实施例中先以任一一个用户节点为例进行阐述。其中，上述广告曝光信息可以是用户节点作为客户端的应用程序或插件生成的，一般地，在发生广告曝光时会生成对应的广告曝光信息，为了便于投放节点进行统计、控制和优化，会以曝光请求的形式发送给投放该广告的服务器以及第三方检测系统。The blockchain may include multiple delivery nodes, user nodes, and advertiser nodes. In the embodiments of this application, any one of the user nodes is used as an example for description. Among them, the above advertisement exposure information may be generated by the user node as a client application or a plug-in. Generally, when advertisement exposure occurs, corresponding advertisement exposure information will be generated. The request is sent to the server that served the ad and to the third-party detection system.
本申请实施例中在检测到目标广告曝光时，可以生成上述广告曝光信息，具体可包括目标广告的广告标识、曝光时间和投放来源节点，还可以包括广告位等等。该目标广告即为本次曝光的广告，上述广告标识可以为名称、编码或字符串，上述投放来源节点即为本次投放该目标广告的投放节点，具体可以投放节点地址，上述广告位指的是广告曝光所展示的区域位置，具体可以是广告位编号或字符串，每个广告位在同一时间只能展示一个广告。In the embodiment of the present application, when the exposure of the target advertisement is detected, the above-mentioned advertisement exposure information may be generated, which may specifically include the advertisement identifier of the target advertisement, the exposure time and the delivery source node, and may also include the advertisement space and the like. The target advertisement is the advertisement exposed this time. The above advertisement identifier can be a name, a code or a character string. The above-mentioned delivery source node is the delivery node where the target advertisement is delivered this time. Specifically, the node address can be delivered. The above-mentioned advertisement space refers to It is the location of the area where the ad is exposed, which can be an ad slot number or a string. Only one ad can be displayed in each ad slot at the same time.
202、生成第一区块以记录上述广告曝光信息以及用户节点标识，在数据共享系统中存储上述第一区块。202. Generate a first block to record the advertisement exposure information and the user node identifier, and store the first block in the data sharing system.
加入区块链的用户节点可以在区块链中发布和共享数据，对于广告曝光，可以生成区块记录广告曝光信息，同时可以记录该用户节点标识以确定在哪个节点发生曝光。具体的，生成的第一区块可以包括该目标广告的曝光时间、广告位、投放来源节点地址、用户节点地址还可以包括上述目标广告的广告订单信息和广告素材信息，其中上述广告订单信息包括订单编号和广告主标识，上述广告素材信息包括素材编号和素材下载链接。其中区块链网络中的广告主节点委托投放节点向用户投放广告，在委托时会生成相应的广告订单信息。而广告素材可以理解为最终展现给用户的视频或者图片。User nodes that join the blockchain can publish and share data in the blockchain. For advertisement exposure, a block can be generated to record the advertisement exposure information, and at the same time, the user node identification can be recorded to determine which node the exposure occurs. Specifically, the generated first block may include the exposure time of the target advertisement, the advertisement position, the delivery source node address, and the user node address, and may also include the advertisement order information and advertisement material information of the target advertisement, wherein the advertisement order information includes Order ID and advertiser ID. The above creative information includes the creative ID and creative download link. Among them, the advertiser node in the blockchain network entrusts the delivery node to deliver advertisements to users, and will generate corresponding advertisement order information when entrusting. The creative can be understood as the video or picture that is finally displayed to the user.
存储在区块链中的广告曝光信息可以被投放节点获取，以使投放节点能够及时、准确地知晓在用户侧的广告曝光情况，便于进行广告投放的数据管理、统计和策略优化。The advertisement exposure information stored in the blockchain can be acquired by the delivery node, so that the delivery node can timely and accurately know the advertisement exposure on the user side, which is convenient for data management, statistics and strategy optimization of advertisement delivery.
203、在检测到上述目标广告的转化操作的情况下，生成广告转化信息，上述广告转化信息包括上述目标广告的广告标识以及对应的转化时间和转化形式。203. In the case of detecting the conversion operation of the target advertisement, generate advertisement conversion information, where the advertisement conversion information includes the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form.
一般广告投放后带来的订单或者下载或者充值等行为，称之为转化，广告主侧允许媒体侧嵌入代码或者通过后台请求上报的方式，将相关数据分享给媒体，从而完成相应的分析。Generally, behaviors such as orders, downloads, or recharges brought about after the advertisement is placed are called conversions. The advertiser side allows the media side to embed codes or request reporting through the background to share the relevant data with the media, so as to complete the corresponding analysis.
对于用户节点，在检测到该目标广告的转化操作时，可以生成广告转化信息，包括该目标广告的广告标识以及对应的转化时间和转化形式，上述转化形式即该转化操作导致的转化结果，在一种可选的实施方式中，包括以下任意一种或几种：基于所述目标广告的曝光触发的购买操作、下载操作、页面跳转操作、充值操作。For the user node, when detecting the conversion operation of the target advertisement, it can generate advertisement conversion information, including the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form. The above conversion form is the conversion result caused by the conversion operation. In an optional implementation manner, it includes any one or more of the following: a purchase operation, a download operation, a page jump operation, and a recharge operation triggered based on the exposure of the target advertisement.
204、生成第二区块以记录上述广告转化信息以及上述用户节点标识，在数据共享系统中存储上述第二区块。204. Generate a second block to record the advertisement conversion information and the user node identifier, and store the second block in the data sharing system.
具体的，与发生广告曝光的情况类似的，可以将广告转化信息上传区块链，生成上述第二区块以记录该广告转化信息以及该用户节点标识，在数据共享系统中存储，以使投放节点能够及时、准确地知晓在用户侧的广告转化情况，便于进行广告转化的数据统计和分析。Specifically, similar to the situation in which advertisement exposure occurs, the advertisement conversion information can be uploaded to the blockchain, and the above-mentioned second block can be generated to record the advertisement conversion information and the user node identification, and store it in the data sharing system, so that the delivery The node can timely and accurately know the advertisement conversion situation on the user side, which is convenient for data statistics and analysis of advertisement conversion.
广告投放后一个重要的评估功能即归因分析，要分析广告转化究竟是哪个媒体的哪次点击或者曝光带来的转化，从而优化投放，择优选择媒体。但是目前媒体侧做的归因分析都只能局限于自有数据，其本质上就是在不完整的数据上寻找转化的真正原因，效果十分有限。An important evaluation function after the advertisement is placed is attribution analysis. It is necessary to analyze the conversion of which media is the click or the exposure of which media, so as to optimize the placement and select the best media. However, the attribution analysis currently done by the media side can only be limited to its own data, which is essentially to find the real reason for the conversion on the incomplete data, and the effect is very limited.
通过区块链安全、准确、完整的特性，可以将曝光数据完整获取，降低虚假曝光，同时，数据可以不再需要经过第三方监测系统，减少了和第三方监控的交互以及对数误差。并且基于区块链的分布式记账且安全统一的特性，可以提供全网真实有效的广告转化信息，加入区块链的媒体可以获得跨媒体的完整的数据，从而做出正确的归因分析，可以帮助广告主优化广告投放，也可以寻找到本方媒体需要优化的投放功能点。Through the secure, accurate and complete features of the blockchain, exposure data can be obtained completely, reducing false exposure. At the same time, the data no longer needs to go through a third-party monitoring system, reducing the interaction with third-party monitoring and logarithmic errors. And based on the distributed accounting and security and unified features of blockchain, it can provide real and effective advertising conversion information on the entire network, and media joining the blockchain can obtain complete cross-media data, so as to make correct attribution analysis. , which can help advertisers optimize advertisement delivery, and can also find the delivery function points that their own media needs to optimize.
本申请通过在检测到目标广告发生曝光的情况下，生成广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点，生成第一区块以记录上述广告曝光信息以及用户节点标识，在数据共享系统中存储上述第一区块，在检测到上述目标广告的转化操作的情况下，生成广告转化信息，上述广告转化信息包括上述目标广告的广告标识以及对应的转化时间和转化形式，生成第二区块以记录上述广告转化信息以及上述用户节点标识，在数据共享系统中存储上述第二区块，通过区块链技术存储广告曝光信息、广告转化信息，减少虚假曝光，并且使跨平台的多个投放节点及时地获得目标广告的曝光和转化情况，以使广告转化的归因分析更真实准确。In the present application, when the exposure of the target advertisement is detected, the advertisement exposure information is generated, and the advertisement exposure information includes the advertisement identification of the target advertisement, the exposure time and the delivery source node, and a first block is generated to record the advertisement exposure information and User node identifier, store the above-mentioned first block in the data sharing system, and generate advertisement conversion information when the conversion operation of the above-mentioned target advertisement is detected, and the above-mentioned advertisement conversion information includes the advertisement identifier of the above-mentioned target advertisement and the corresponding conversion time and conversion form, generate a second block to record the above-mentioned advertisement conversion information and the above-mentioned user node identification, store the above-mentioned second block in the data sharing system, and store advertisement exposure information and advertisement conversion information through blockchain technology to reduce false exposure. , and enables multiple cross-platform delivery nodes to obtain the exposure and conversion status of target advertisements in time, so that the attribution analysis of advertisement conversions is more realistic and accurate.
请参阅图3A，图3A是本申请实施例提供的另一种广告数据分析方法的流程示意图。如图3A所示，该方法可包括：Please refer to FIG. 3A . FIG. 3A is a schematic flowchart of another advertisement data analysis method provided by an embodiment of the present application. As shown in Figure 3A, the method may include:
301、获取第二区块中的广告转化信息以及用户节点标识，上述广告转化信息包括目标广告的广告标识以及对应的转化时间和转化形式。301. Obtain the advertisement conversion information and the user node identifier in the second block, where the advertisement conversion information includes the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form.
本申请实施例涉及到的数据共享系统即可以是上述区块链网络，投放系统指的是对网络媒体平台中的用户进行广告投放的系统，属于区块链网络中的一个节点，可以理解为媒体侧的服务器即投放系统服务器，为区块链网络中的用户节点投放广告。The data sharing system involved in the embodiments of this application may be the above-mentioned blockchain network, and the delivery system refers to a system for delivering advertisements to users in an online media platform, which belongs to a node in the blockchain network and can be understood as The server on the media side is the delivery system server, which delivers advertisements for user nodes in the blockchain network.
而本申请实施例中的执行主体可以为区块链中的任一投放节点，比如投放系统的服务器，作为媒体侧可以按照广告主的要求向用户节点投放广告。上述用户节点可以为用户侧使用的终端(客户端)，可以接收并输出来自投放节点的广告。具体实现中，上述终端也可称为终端设备，包括但不限于诸如具有触摸敏感表面(例如，触摸屏显示器和/或触摸板)的移动电话、膝上型计算机或平板计算机之类的其它便携式设备，可以通过应用程序实现定位服务和导航功能。还应当理解的是，在某些实施例中，所述设备并非便携式通信设备，而是具有触摸敏感表面(例如，触摸屏显示器和/或触摸板)的台式计算机。The execution subject in the embodiment of the present application may be any delivery node in the blockchain, such as a server of the delivery system, and the media side can deliver advertisements to the user node according to the requirements of the advertiser. The above-mentioned user node may be a terminal (client) used by the user side, and may receive and output advertisements from the delivery node. In specific implementations, the above-mentioned terminals may also be referred to as terminal devices, including but not limited to other portable devices such as mobile phones, laptop computers or tablet computers with touch-sensitive surfaces (eg, touch screen displays and/or touch pads). , you can implement location services and navigation functions through the application. It should also be understood that in some embodiments, the device is not a portable communication device, but rather a desktop computer with a touch-sensitive surface (eg, a touch screen display and/or a touch pad).
本申请实施例中的方法可以在如图2所示实施例中的用户侧方法之后执行，其中为了更清楚地解释，与图2所示实施例中的描述是对应的，区块链中的用户节点可以生成区块记录该用户节点的广告曝光信息以及广告转化信息，即及时上报用户节点的真实广告曝光和转化，此处不再赘述。The method in the embodiment of the present application may be executed after the user-side method in the embodiment shown in FIG. 2 . For clearer explanation, the description in the embodiment shown in FIG. 2 corresponds to the description in the blockchain. The user node can generate a block to record the advertisement exposure information and advertisement conversion information of the user node, that is, report the real advertisement exposure and conversion of the user node in time, which will not be repeated here.
区块链中的投放节点可以获取用户节点生成的广告曝光信息进行曝光统计，获取广告转化信息进行归因分析。具体的，对于获取的第二区块中的广告转化信息，该投放节点可针对该目标广告的本次转化进行归因分析，找出本次转化的直接原因。The delivery node in the blockchain can obtain the advertisement exposure information generated by the user node for exposure statistics, and obtain the advertisement conversion information for attribution analysis. Specifically, for the obtained advertisement conversion information in the second block, the delivery node may perform attribution analysis for this conversion of the target advertisement, and find out the direct cause of this conversion.
302、从第一区块中获取上述用户节点标识对应的上述目标广告的广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点。302. Acquire advertisement exposure information of the target advertisement corresponding to the user node identifier from the first block, where the advertisement exposure information includes the advertisement identifier, exposure time, and delivery source node of the target advertisement.
对于用户节点提供的在区块中的广告曝光信息，投放节点可以进行获取。可以在检测到生成区块存储广告曝光信息时立刻获取，也可以周期性地批量获取，本申请实施例对此不作限制；在获取到上述广告转化信息的情况下也可以获取该目标广告在该用户节点的全部广告曝光信息，以便进行分析。For the advertisement exposure information in the block provided by the user node, the delivery node can obtain it. It can be obtained immediately when it is detected that the generated block stores the advertisement exposure information, or can be obtained periodically in batches, which is not limited in this embodiment of the present application; in the case of obtaining the above-mentioned advertisement conversion information, it is also possible to obtain the target advertisement in the All advertisement exposure information of user nodes for analysis.
303、在获取到至少两个上述广告曝光信息的情况下，在上述曝光时间中确定有效曝光时间。303. In the case where at least two pieces of the advertisement exposure information are acquired, determine an effective exposure time in the exposure time.
对于同一用户节点，相同的广告可能发生一次或者多次曝光，则相应的该用户节点的广告曝光信息可能有一个或者多个。对于发生广告转化的情况，在获取到至少两个上述广告曝光信息的情况下，可以进行广告归因分析。首先可以在上述曝光时间中确定有效曝光时间，即导致转化的一次曝光时间。For the same user node, the same advertisement may be exposed one or more times, and there may be one or more advertisement exposure information corresponding to the user node. In the case of advertisement conversion, advertisement attribution analysis can be performed under the condition that at least two of the above-mentioned advertisement exposure information are obtained. First of all, the effective exposure time, that is, the one exposure time leading to conversion, can be determined among the above exposure times.
一般整个广告的链条是投放广告->产生曝光->产生点击->产生下载注册充值等转化行为，在分析转化时，可以基于最后一次点击或者曝光原则。Generally, the entire advertising chain is advertising -> generating exposure -> generating clicks -> generating conversion behaviors such as downloading, registering, recharging, etc. When analyzing conversions, it can be based on the principle of the last click or exposure.
在一种可选的实施方式中，上述在上述曝光时间中确定有效曝光时间包括：In an optional embodiment, the above-mentioned determining the effective exposure time in the above-mentioned exposure time includes:
在上述至少两个广告曝光信息对应的至少两个曝光时间中，确定在上述转化时间之前最后一次的曝光时间为上述有效曝光时间。Among the at least two exposure times corresponding to the at least two advertisement exposure information, the last exposure time before the conversion time is determined as the effective exposure time.
具体的，可以将上述广告曝光信息中按照对应的曝光时间先后顺序进行排序，获得目标广告的曝光时间链，可以从中确定在上述转化时间之前最后一次的曝光时间为有效曝光时间。Specifically, the above advertisement exposure information can be sorted according to the corresponding exposure time sequence to obtain the exposure time chain of the target advertisement, from which the last exposure time before the above conversion time can be determined as the effective exposure time.
可选的，上述至少两个上述广告曝光信息的投放来源节点不相同；Optionally, the delivery source nodes of the above at least two advertisement exposure information are different;
上述转化形式包括以下任意一种或几种：基于上述目标广告的曝光触发的购买操作、下载操作、页面跳转操作、充值操作。The above conversion forms include any one or more of the following: a purchase operation, a download operation, a page jump operation, and a recharge operation triggered by the exposure of the above-mentioned target advertisement.
304、将上述有效曝光时间对应的投放来源节点确定为上述目标广告转化的归因节点。304. Determine the delivery source node corresponding to the above-mentioned effective exposure time as the attribution node of the above-mentioned target advertisement conversion.
具体的，确定的上述有效曝光时间即可以被认为是导致该次转化的曝光时间，可以理解为该有效曝光时间对应的投放来源节点造成的曝光，导致了广告的转化，具有价值，从而在归因分析中可以将上述有效曝光时间对应的投放来源节点确定为该目标广告本次转化的归因节点。Specifically, the determined effective exposure time can be regarded as the exposure time that led to the conversion, which can be understood as the exposure caused by the delivery source node corresponding to the effective exposure time, which leads to the conversion of the advertisement and has value, so it has value in the conversion. In the analysis, the delivery source node corresponding to the above-mentioned effective exposure time can be determined as the attribution node of the current conversion of the target advertisement.
可选的，在上述步骤304之后，该方法还包括：Optionally, after the
生成归因分析结果，上述归因分析结果包括上述目标广告的广告标识、上述有效曝光时间、上述转化时间、上述转化形式和上述归因节点；generating an attribution analysis result, where the attribution analysis result includes the advertisement identifier of the target advertisement, the effective exposure time, the conversion time, the conversion form, and the attribution node;
确定上述目标广告对应的广告主节点，向上述广告主节点发送上述归因分析结果。Determine the advertiser node corresponding to the target advertisement, and send the attribution analysis result to the advertiser node.
在确定归因节点之后，可以生成归因分析结果，可选的，可以对各次广告转化进行归因分析并周期性地进行统计整合后获得更全面的分析结果。After the attribution node is determined, an attribution analysis result may be generated. Optionally, attribution analysis may be performed on each advertisement conversion and statistical integration may be performed periodically to obtain a more comprehensive analysis result.
目前广告归因分析靠媒体方和广告主侧上报的数据进行分析，无法实现对跨媒体的全网数据的分析，从而会产生很多错误的分析结论，忽略其他媒体的作用，放大自身媒体的价值，既不利于自身媒体优化投放，也不利于广告主的投放效果。本申请通过区块链安全、准确、完整的特性，可以将曝光点击和转化数据完整获取，实现更准确的归因分析，提高媒体自身的投放效果。同时，可以向广告主提供归因分析结果，具体可以包括该目标广告的广告标识、上述有效曝光时间、上述转化时间、上述转化形式和上述归因节点等等，以使广告主节点能够直观、准确地知晓该广告转化中存在更大价值的投放节点即归因节点，减少了广告主的盲目投放，让广告主更加有的放矢，也可以促进行业的健康发展。At present, advertising attribution analysis relies on the data reported by the media and advertisers. It is impossible to analyze cross-media network-wide data, resulting in many wrong analysis conclusions, ignoring the role of other media, and amplifying the value of their own media. , which is not conducive to the optimized delivery of its own media, nor the delivery effect of advertisers. Through the secure, accurate and complete features of the blockchain, this application can fully acquire exposure clicks and conversion data, achieve more accurate attribution analysis, and improve the delivery effect of the media itself. At the same time, attribution analysis results can be provided to advertisers, which can specifically include the advertisement logo of the target advertisement, the above-mentioned effective exposure time, the above-mentioned conversion time, the above-mentioned conversion form, and the above-mentioned attribution node, etc., so that the advertiser node can intuitively and Accurately knowing that there is a greater value in the conversion of the advertisement is the attribution node, which reduces the blind placement of advertisers, allows advertisers to be more targeted, and can also promote the healthy development of the industry.
在一种实施方式中，可以确定在预设周期内上述目标广告的上述广告转化信息所对应的多个归因节点，获取上述多个归因节点在上述预设周期内对上述目标广告的投放量；In one embodiment, a plurality of attribution nodes corresponding to the advertisement conversion information of the above-mentioned target advertisement in a preset period may be determined, and the placement of the above-mentioned target advertisement by the above-mentioned multiple attribution nodes in the above-mentioned preset period may be obtained. quantity;
获得不同投放节点被确定为上述归因节点的次数；根据上述不同投放节点被确定为上述归因节点的次数，以及上述不同投放节点在上述预设周期内对上述目标广告的投放量，在上述不同投放节点中确定转化贡献度最高的节点。Obtain the number of times that different delivery nodes are determined as the attribution nodes; according to the number of times that the different delivery nodes are determined as the attribution nodes, and the delivery amount of the different delivery nodes to the target advertisement in the preset period, in the above Determine the node with the highest conversion contribution among different delivery nodes.
上述预设周期可以是投放节点或者目标广告的广告主节点设置的，具体的，通过上述方式，可以确定在该预设周期内该目标广告的广告转化信息所对应的多个归因节点，每次转化的归因分析确定做贡献的投放节点。需要注意的是，归因分析可以是对于大量不同的用户节点的广告转化进行的，对于这些用户，该目标广告的每次转化所确定出的归因节点可以是相同的，即一个投放节点可能造成了该目标广告投放后在多个用户节点的转化，甚至不止一次的转化。The above-mentioned preset period may be set by the delivery node or the advertiser node of the target advertisement. Specifically, through the above method, a plurality of attribution nodes corresponding to the advertisement conversion information of the target advertisement in the preset period can be determined. Attribution analysis of conversions determines the contributing delivery nodes. It should be noted that the attribution analysis can be carried out on the advertisement conversions of a large number of different user nodes. For these users, the attribution nodes determined by each conversion of the target advertisement can be the same, that is, a delivery node may This results in the conversion of the target advertisement at multiple user nodes, or even more than one conversion.
因此，可以进一步进行统计，获得不同投放节点被确定为上述归因节点的次数，同时，可以获取这些投放节点在该预设周期内对上述目标广告的投放量，进而可以在上述不同投放节点中确定转化贡献度最高的节点。Therefore, further statistics can be performed to obtain the number of times that different delivery nodes are determined as the above-mentioned attribution nodes, and at the same time, the delivery amount of the above-mentioned target advertisements by these delivery nodes in the preset period can be obtained, and then the number of different delivery nodes can be obtained. Identify the node with the highest conversion contribution.
具体的，基于上述获得的数据，针对该预设周期内，可以通过将投放节点被确定为归因节点的次数与该投放节点对上述目标广告的投放量的比值，衡量每个投放节点的转化贡献度，该比值越高，转化贡献度越高。可选的，还可以设置其他项目的加权进行计算，比如目标广告的曝光时长(浏览时长)、用户对各个投放节点的反馈(好、坏)评分等，最后可以输出上述各个投放节点的综合贡献度。Specifically, based on the data obtained above, for the preset period, the conversion of each delivery node can be measured by the ratio of the number of times the delivery node is determined as an attribution node to the delivery amount of the delivery node to the above-mentioned target advertisement. Contribution, the higher the ratio, the higher the conversion contribution. Optionally, you can also set the weights of other items for calculation, such as the exposure duration (browsing duration) of the target advertisement, the user's feedback (good or bad) rating for each delivery node, etc., and finally the comprehensive contribution of each delivery node can be output. Spend.
在上述不同投放节点中确定上述转化贡献度最高的节点之后，可以将其推荐给目标广告的广告主节点，可以利于广告主选择能带来更多转化的广告投放节点，利于广告主提高广告投放效果。同时正确的归因分析可以使投放节点形成良性竞争，督促提高媒体自身的投放效果。After the node with the highest conversion contribution is determined among the above-mentioned different delivery nodes, it can be recommended to the advertiser node of the target advertisement, which can help advertisers to choose an advertisement delivery node that can bring more conversions, and help advertisers to improve advertising delivery. Effect. At the same time, correct attribution analysis can form healthy competition between delivery nodes and urge the media to improve their delivery effect.
为了更清楚地理解本申请的广告频次控制，请参见图3B，图3B为一种广告数据分析方法的节点交互流程示意图。其中，两个投放节点可看作某媒体平台A(服务器)和媒体平台B(服务器)，以区块链中的一个广告主节点和一个用户节点为例介绍广告归因分析流程。具体的，该方法包括：For a clearer understanding of the advertisement frequency control of the present application, please refer to FIG. 3B , which is a schematic diagram of a node interaction flow of an advertisement data analysis method. Among them, the two delivery nodes can be regarded as a certain media platform A (server) and media platform B (server). The advertisement attribution analysis process is introduced by taking an advertiser node and a user node in the blockchain as an example. Specifically, the method includes:
(a1)和(a2)、广告主在媒体平台A和B投放广告，设置投放要求，A、B将按照各自的投放要求进行广告投放；(a1) and (a2), advertisers place advertisements on media platforms A and B, and set delivery requirements, A and B will perform advertisements according to their respective delivery requirements;
(b1)媒体平台A投放广告给用户节点，发生曝光，用户节点生成区块记录广告曝光信息；(b1) Media platform A places advertisements to user nodes, and exposure occurs, and user nodes generate blocks to record advertisement exposure information;
(b2)媒体平台B投放广告给用户节点，发生曝光，用户节点生成区块记录广告曝光信息(b2的曝光在后)；(b2) Media platform B advertises to the user node, and exposure occurs, and the user node generates a block to record the advertisement exposure information (the exposure of b2 comes later);
(c)该广告在该用户节点发生曝光之后，发生转化，用户节点生成区块记录广告转化信息；(c) The advertisement is converted after the user node is exposed, and the user node generates a block to record the advertisement conversion information;
(d1)媒体平台B可以接收区块，获取上述广告曝光信息、转化曝光信息进行分析，根据其中的曝光时间和转化时间确定正确的归因节点，获得归因分析结果(此处举例是媒体平台B的投放曝光产生了转化，分析结果归因于B)；(d1) Media platform B can receive the block, obtain the above-mentioned advertisement exposure information and conversion exposure information for analysis, determine the correct attribution node according to the exposure time and conversion time therein, and obtain the attribution analysis result (for example, the media platform B's placement exposure resulted in conversions, and the analysis results were attributed to B);
可以存在(d2)，即媒体平台A也可以执行如(d1)所述的步骤，仍然归因于B而不是A自身。There can be (d2) that media platform A can also perform the steps as described in (d1), still attributable to B rather than A itself.
可选的，广告主可以加入区块链，查看上述曝光和转化数据，确认各媒体是否满足了自己的投放要求、归因分析是否合理。Optionally, advertisers can join the blockchain to view the above exposure and conversion data to confirm whether each media meets their own advertising requirements and whether the attribution analysis is reasonable.
一般而言媒体间不会共享数据，即使共享，也不可信，对于广告投放中的曝光和转化，尤其是转化效果，通常会把功劳揽在自己身上，争取更多的广告主的预算。Generally speaking, media do not share data, and even if it is shared, it is not credible. For the exposure and conversion in advertising, especially the conversion effect, they usually take the credit for themselves and strive for more advertisers' budgets.
进一步举例来讲，一般媒体平台间数据不打通，对于媒体平台A和B，A只有A的曝光点击数据，B只有B的曝光点击数据，在分析转化原因的时候，这里假设a1-a4，b1-b4分别是A和B媒体产生的曝光点击数据，即分别对应四次投放；For further example, data between media platforms is generally not connected. For media platforms A and B, A only has the exposure click data of A, and B only has the exposure click data of B. When analyzing the reasons for conversion, it is assumed here that a1-a4, b1 -b4 is the exposure click data generated by A and B media respectively, that is, corresponding to four placements respectively;
那么A就只能分析自己的数据a1、a2、a3、a4，然后得出主观的结论：a4是最终发挥作用的，同理，B也只能分析b1、b2、b3、b4，得出自己的b4是最终发挥作用的。但是，在真实的用户一侧，看到的可能是a1、a2、b1、b2、b3、a3、a4、b4，从全局的角度来看，最终是b4带来的后续转化，大家应该认可b4对转化带来的贡献，这才是正确的归因分析。即原先媒体A会错误的归因到a4上，现在A需要认可b4的价值，对广告主来说，这样的归因分析才有实际价值，而不是原来多个媒体各自将转化归结到自身节点的某次曝光中，本申请实施例中的方案可以明确广告转化归因的正确媒体侧。Then A can only analyze its own data a1, a2, a3, and a4, and then draw a subjective conclusion: a4 is the ultimate function. Similarly, B can only analyze b1, b2, b3, and b4, and come to its own conclusion. The b4 is what finally comes into play. However, on the real user side, you may see a1, a2, b1, b2, b3, a3, a4, b4. From a global point of view, it is the follow-up transformation brought by b4. You should recognize b4 Contribution to conversions, this is the correct attribution analysis. That is, the original media A will be wrongly attributed to a4, and now A needs to recognize the value of b4. For advertisers, such attribution analysis has practical value, rather than the original multiple media each attributed the conversion to its own node. In a certain exposure of , the solution in the embodiment of the present application can specify the correct media side of the attribution of advertisement conversion.
本申请实施例，通过获取第二区块中的广告转化信息以及用户节点标识，上述广告转化信息包括目标广告的广告标识以及对应的转化时间和转化形式，从第一区块中获取上述用户节点标识对应的上述目标广告的广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点，在获取到至少两个上述广告曝光信息的情况下，在上述曝光时间中确定有效曝光时间，将上述有效曝光时间对应的投放来源节点确定为上述目标广告转化的归因节点，通过区块链技术准确存储用户侧的广告曝光和转化数据，可以不限于单个平台的广告曝光数据，进行更真实准确的广告转化的归因分析，获得最直接造成转化的归因分析结果。In the embodiment of the present application, by acquiring the advertisement conversion information and the user node identifier in the second block, the above-mentioned advertisement conversion information includes the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form, and the above-mentioned user node is obtained from the first block. Identify the advertisement exposure information of the corresponding target advertisement, the advertisement exposure information includes the advertisement identification, exposure time and delivery source node of the target advertisement, and when at least two advertisement exposure information of the above-mentioned advertisement is obtained, determine the exposure time in the above-mentioned exposure time Effective exposure time, determine the delivery source node corresponding to the above effective exposure time as the attribution node of the above target advertisement conversion, and accurately store the advertisement exposure and conversion data on the user side through blockchain technology, which may not be limited to the advertisement exposure data of a single platform , to conduct more realistic and accurate attribution analysis of advertising conversions, and obtain the most direct attribution analysis results for conversions.
基于上述广告数据分析方法实施例的描述，本申请实施例还公开了一种广告数据分析装置。请参见图4，广告数据分析装置400包括：Based on the description of the above-mentioned embodiment of the advertisement data analysis method, the embodiment of the present application further discloses an advertisement data analysis apparatus. Referring to FIG. 4 , the advertisement data analysis apparatus 400 includes:
获取模块410，用于获取第二区块中的广告转化信息以及用户节点标识，上述广告转化信息包括目标广告的广告标识以及对应的转化时间和转化形式；The obtaining
上述获取模块410还用于，从第一区块中获取上述用户节点标识对应的上述目标广告的广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点；The obtaining
处理模块420，用于在获取到至少两个上述广告曝光信息的情况下，在上述曝光时间中确定有效曝光时间；a
上述处理模块420还用于，将上述有效曝光时间对应的投放来源节点确定为上述目标广告转化的归因节点。The
根据本申请的一个实施例，图3A和/或图3B中所示的投放节点所执行的方法所涉及的各个步骤均可以是由图4所示的广告数据分析装置400执行的，此处不再赘述。According to an embodiment of the present application, each step involved in the method performed by the delivery node shown in FIG. 3A and/or FIG. 3B may be performed by the advertisement data analysis apparatus 400 shown in FIG. Repeat.
本申请实施例中的广告数据分析装置400，通过获取第二区块中的广告转化信息以及用户节点标识，上述广告转化信息包括目标广告的广告标识以及对应的转化时间和转化形式，从第一区块中获取上述用户节点标识对应的上述目标广告的广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点，在获取到至少两个上述广告曝光信息的情况下，在上述曝光时间中确定有效曝光时间，将上述有效曝光时间对应的投放来源节点确定为上述目标广告转化的归因节点，通过区块链技术准确存储用户侧的广告曝光和转化数据，可以不限于单个平台的广告曝光数据，以使广告转化的归因分析更真实准确。The advertisement data analysis device 400 in the embodiment of the present application obtains the advertisement conversion information and the user node identifier in the second block, where the advertisement conversion information includes the advertisement identifier of the target advertisement and the corresponding conversion time and conversion form. The advertisement exposure information of the above-mentioned target advertisement corresponding to the above-mentioned user node identification is obtained in the block, and the above-mentioned advertisement exposure information includes the advertisement identification, exposure time and delivery source node of the above-mentioned target advertisement. In the case where at least two of the above-mentioned advertisement exposure information are obtained , determine the effective exposure time in the above-mentioned exposure time, determine the delivery source node corresponding to the above-mentioned effective exposure time as the attribution node of the above-mentioned target advertisement conversion, and accurately store the advertisement exposure and conversion data on the user side through blockchain technology. Ad exposure data limited to a single platform to make the attribution analysis of ad conversions more realistic and accurate.
基于上述方法实施例以及装置实施例的描述，本申请实施例还提供另一种一种广告数据分析装置。请参见图5，广告数据分析装置500包括：Based on the descriptions of the foregoing method embodiments and apparatus embodiments, the embodiments of the present application further provide another apparatus for analyzing advertisement data. Referring to FIG. 5 , the advertisement data analysis apparatus 500 includes:
处理模块510，用于在检测到目标广告发生曝光的情况下，生成广告曝光信息，上述广告曝光信息包括上述目标广告的广告标识、曝光时间和投放来源节点；The
生成模块520，用于生成第一区块以记录上述广告曝光信息以及用户节点标识，在数据共享系统中存储上述第一区块；The
上述处理模块520还用于，在检测到上述目标广告的转化操作的情况下，生成广告转化信息，上述广告转化信息包括上述目标广告的广告标识以及对应的转化时间和转化形式；The above-mentioned
上述生成模块520还用于，生成第二区块以记录上述广告转化信息以及上述用户节点标识，在数据共享系统中存储上述第二区块。The above-mentioned
在一个实施例中，本申请实施例上述的广告数据分析装置500可以用于进行一系列的处理，包括如图2、所示实施例中的方法，以及图3A或图3B中用户节点可执行的方法等等，可以与前述广告数据分析装置400进行交互，以实现本申请实施例中的广告数据分析方法，此处不再赘述。In one embodiment, the apparatus 500 for analyzing advertisement data in this embodiment of the present application may be used to perform a series of processing, including the method in the embodiment shown in FIG. 2 and the user node in FIG. 3A or FIG. method, etc., can interact with the aforementioned advertisement data analysis apparatus 400 to implement the advertisement data analysis method in the embodiment of the present application, which will not be repeated here.
基于上述方法实施例以及装置实施例的描述，本申请实施例还提供一种电子设备。请参见图6，该电子设备600至少包括处理器601、输入设备602、输出设备603以及计算机存储介质604。其中，终端内的处理器601、输入设备602、输出设备603以及计算机存储介质604可通过总线或其他方式连接。Based on the descriptions of the foregoing method embodiments and apparatus embodiments, the embodiments of the present application further provide an electronic device. Referring to FIG. 6 , the
计算机存储介质604可以存储在终端的存储器中，上述计算机存储介质604用于存储计算机程序，上述计算机程序包括程序指令，上述处理器601用于执行上述计算机存储介质604存储的程序指令。处理器601(或称CPU(Central Processing Unit，中央处理器))是终端的计算核心以及控制核心，其适于实现一条或多条指令，具体适于加载并执行一条或多条指令从而实现相应方法流程或相应功能；在一个实施例中，本申请实施例上述的处理器601可以用于进行一系列的处理，包括如图2、图3A或图3B所示实施例中的方法等等。The
本申请实施例还提供了一种计算机存储介质(Memory)，上述计算机存储介质是终端中的记忆设备，用于存放程序和数据。可以理解的是，此处的计算机存储介质既可以包括终端中的内置存储介质，当然也可以包括终端所支持的扩展存储介质。计算机存储介质提供存储空间，该存储空间存储了终端的操作系统。并且，在该存储空间中还存放了适于被处理器601加载并执行的一条或多条的指令，这些指令可以是一个或一个以上的计算机程序(包括程序代码)。需要说明的是，此处的计算机存储介质可以是高速RAM存储器，也可以是非不稳定的存储器(non-volatile memory)，例如至少一个磁盘存储器；可选的还可以是至少一个位于远离前述处理器的计算机存储介质。Embodiments of the present application further provide a computer storage medium (Memory), where the computer storage medium is a memory device in a terminal, used to store programs and data. It can be understood that, the computer storage medium here may include both a built-in storage medium in the terminal, and certainly also an extended storage medium supported by the terminal. The computer storage medium provides storage space, and the storage space stores the operating system of the terminal. In addition, one or more instructions suitable for being loaded and executed by the
在一个实施例中，可由处理器601加载并执行计算机存储介质中存放的一条或多条指令，以实现上述实施例中方法的相应步骤；具体实现中，计算机存储介质中的一条或多条指令可以由处理器601加载并执行图2、图3A和/或图3B中方法的任意步骤，此处不再赘述。In one embodiment, one or more instructions stored in the computer storage medium can be loaded and executed by the
所属领域的技术人员可以清楚地了解到，为描述的方便和简洁，上述描述的装置和模块的具体工作过程，可以参考前述方法实施例中的对应过程，在此不再赘述。Those skilled in the art can clearly understand that, for the convenience and brevity of description, for the specific working process of the above-described devices and modules, reference may be made to the corresponding processes in the foregoing method embodiments, which will not be repeated here.
在本申请所提供的几个实施例中，应该理解到，所揭露的系统、装置和方法，可以通过其它的方式实现。例如，该模块的划分，仅仅为一种逻辑功能划分，实际实现时可以有另外的划分方式，例如，多个模块或组件可以结合或者可以集成到另一个系统，或一些特征可以忽略，或不执行。所显示或讨论的相互之间的耦合、或直接耦合、或通信连接可以是通过一些接口，装置或模块的间接耦合或通信连接，可以是电性，机械或其它的形式。In the several embodiments provided in this application, it should be understood that the disclosed system, apparatus and method may be implemented in other manners. For example, the division of the module is only for one logical function division. In actual implementation, there may be other division methods. For example, multiple modules or components may be combined or integrated into another system, or some features may be ignored or not implement. The shown or discussed mutual coupling, or direct coupling, or communication connection may be through some interfaces, indirect coupling or communication connection of devices or modules, and may be in electrical, mechanical or other forms.
作为分离部件说明的模块可以是或者也可以不是物理上分开的，作为模块显示的部件可以是或者也可以不是物理模块，即可以位于一个地方，或者也可以分布到多个网络模块上。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实施例方案的目的。Modules described as separate components may or may not be physically separated, and components shown as modules may or may not be physical modules, that is, they may be located in one place, or may be distributed to multiple network modules. Some or all of the modules may be selected according to actual needs to achieve the purpose of the solution in this embodiment.
在上述实施例中，可以全部或部分地通过软件、硬件、固件或者其任意组合来实现。当使用软件实现时，可以全部或部分地以计算机程序产品的形式实现。该计算机程序产品包括一个或多个计算机指令。在计算机上加载和执行该计算机程序指令时，全部或部分地产生按照本申请实施例的流程或功能。该计算机可以是通用计算机、专用计算机、计算机网络、或者其他可编程装置。该计算机指令可以存储在计算机可读存储介质中，或者通过该计算机可读存储介质进行传输。该计算机指令可以从一个网站站点、计算机、服务器或数据中心通过有线(例如同轴电缆、光纤、数字用户线(digital subscriber line，DSL))或无线(例如红外、无线、微波等)方式向另一个网站站点、计算机、服务器或数据中心进行传输。该计算机可读存储介质可以是计算机能够存取的任何可用介质或者是包含一个或多个可用介质集成的服务器、数据中心等数据存储设备。该可用介质可以是只读存储器(read-onlymemory，ROM)，或随机存储存储器(random access memory，RAM)，或磁性介质，例如，软盘、硬盘、磁带、磁碟、或光介质，例如，数字通用光盘(digital versatile disc，DVD)、或者半导体介质，例如，固态硬盘(solid state disk，SSD)等。In the above-mentioned embodiments, it may be implemented in whole or in part by software, hardware, firmware or any combination thereof. When implemented in software, it can be implemented in whole or in part in the form of a computer program product. The computer program product includes one or more computer instructions. When the computer program instructions are loaded and executed on a computer, the procedures or functions according to the embodiments of the present application are generated in whole or in part. The computer may be a general purpose computer, a special purpose computer, a computer network, or other programmable device. The computer instructions may be stored in or transmitted over a computer-readable storage medium. The computer instructions can be sent from one website site, computer, server, or data center to another by wire (eg, coaxial cable, fiber optic, digital subscriber line (DSL)) or wireless (eg, infrared, wireless, microwave, etc.) A website site, computer, server or data center for transmission. The computer-readable storage medium can be any available medium that can be accessed by a computer or a data storage device such as a server, data center, etc. that includes one or more available media integrated. The available media may be read-only memory (ROM), or random access memory (RAM), or magnetic media, such as floppy disks, hard disks, magnetic tape, magnetic disks, or optical media, such as digital A general-purpose optical disc (digital versatile disc, DVD), or a semiconductor medium, for example, a solid state disk (solid state disk, SSD) or the like.
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