CN108256879A - Rate adjusting method, device and equipment are launched in a kind of advertisement - Google Patents

Abstract

The invention discloses a method, a device and a device for adjusting an advertisement placement rate, and relates to the technical field of computers. The method includes: obtaining the value consumption rate of the target advertising account at the current moment; calculating the expected total value consumption data within a specified time window according to the consumption value rate; comparing the expected total consumption value with the current corresponding value of the target advertising account Compare the remaining value data in the specified time window; adjust the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. The problem of unbalanced advertisement delivery speed, influence on advertisement delivery effect and insufficient applicability of the existing advertisement delivery method is solved. The beneficial effect of improving the balanced effect and applicability of advertisement delivery is achieved.

Description

A method, device and equipment for adjusting advertising delivery rate

technical field

The present invention relates to the field of computer technology, in particular to a method, device and equipment for adjusting an advertisement placement rate.

Background technique

RTB (Real Time Bidding, real-time bidding) is a bidding technology that uses third-party technology to evaluate and bid for each user's display behavior on millions of websites. Different from the frequency of mass purchases, real-time bidding avoids invalid audience arrival and makes purchases for meaningful users. Its core is DSP (Demand Site Platform, demand-side platform). For the media, RTB can bring more advertising sales, realize sales process automation and reduce various expenses. Moreover, with the rapid popularization of smart phones and the maturity of the mobile network environment, the mobile DSP market will be further explored, and programmatic buying will become a major trend in the digital marketing era.

In the Internet advertising market, a DSP can monitor a large amount of traffic in real time, and a DSP can establish contact with at least one advertiser, then the advertiser can participate in the traffic bidding through the DSP according to his own needs, and after the bidding is successful, the corresponding The ad is displayed on the ad slot corresponding to the traffic that bids successfully. Moreover, in practical applications, there are some advertisers such as game advertisers who wish to place their advertisements in all time periods throughout the day. The current DSP ad delivery system generally adopts the following two schemes for ad delivery: first, evenly distributed delivery by hour; second, proportional distribution of today’s ad delivery according to the same advertiser’s ad delivery situation in each hour yesterday.

However, for the first option, the speed of ad delivery within each hour cannot be adjusted. If the ad delivery volume of the hour is used up in each hour, then the ad delivery needs to be suspended until the next hour, resulting in ad delivery The delivery speed is unbalanced, which affects the effect of ad delivery; and for the second solution, it is necessary to require the corresponding yesterday of the current time period to meet the full-day ad delivery, and it is necessary to obtain the ad delivery volume of each hour of yesterday, otherwise the ad delivery cannot continue. As a result, the applicability of advertising is not enough.

Contents of the invention

In view of the above problems, the present invention is proposed to provide an advertisement delivery rate adjustment method, an advertisement delivery rate adjustment device and a corresponding advertisement delivery rate adjustment device that overcome the above problems or at least partially solve the above problems.

According to one aspect of the present invention, a method for adjusting an advertisement delivery rate is provided, including:

Obtain the value consumption rate of the target advertising account at the current moment;

calculating expected total value consumption data within a specified time window based on said consumption value rate;

Comparing the expected consumption total value with the current remaining value data corresponding to the specified time window of the target advertising account;

The ad serving rate for each ad for the target ad account is adjusted based on the comparison.

Optionally, the step of obtaining the value consumption rate of the target advertising account at the current moment includes:

Monitor the decrease value of the remaining value data of the target advertising account;

The value consumption rate of the target advertising account at the current moment is obtained by dividing the reduced value by the time difference between the last time when the reduced value occurred and the current time when the reduced value occurred.

Optionally, the step of obtaining the value consumption rate of the target advertising account at the current moment includes:

Obtain the advertising delivery rate of the target advertising account at the current moment;

According to the unit value data of the unit advertisement delivery, the value consumption rate of the target advertisement account at the current moment is calculated.

Optionally, the step of obtaining the advertising delivery rate of the target advertising account at the current moment includes:

Monitor the successful response result returned by the advertising exchange platform in the latest time unit; the successful response result is generated by the advertising exchange platform after receiving the bidding response sent by the demand-side platform for each traffic, after the bidding is successful; the bidding response includes advertising data of a target advertising account;

Extracting successful response results belonging to the target advertising account from the successful response results;

According to the successful response result belonging to the target advertising account, the advertising delivery rate of the target advertising account at the current moment is counted.

Optionally, the step of calculating the value consumption rate of the target advertising account at the current moment according to the unit value data of unit advertising delivery includes:

According to the price of the advertising data corresponding to each successful response result, calculate the unit value data of the unit advertising delivery;

The unit value data of unit advertising is multiplied by the advertising delivery rate to obtain the value consumption rate of the target advertising account at the current moment.

Optionally, the step of obtaining the value consumption rate of the target advertising account at the current moment includes:

Monitor the successful response result returned by the advertising exchange platform in the latest time unit; the successful response result is generated by the advertising exchange platform after receiving the bidding response sent by the demand-side platform for each traffic, after the bidding is successful; the bidding response includes advertising data of a target advertising account;

Extracting successful response results belonging to the target advertising account from the successful response results;

According to the successful response result belonging to the target advertising account and the price of the advertising data corresponding to the successful response result, the value consumption rate of the target advertising account at the current moment is calculated.

Optionally, the step of adjusting the advertising delivery rate of each advertisement of the target advertising account according to the comparison result includes:

When the expected total consumption value is greater than the remaining value data, the advertisement delivery rate is reduced until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the remaining value data.

Optionally, the step of reducing the advertising delivery rate until the expected total value consumption data corresponding to the reduced advertising delivery rate is less than the remaining value data includes:

Obtain the advertising delivery rate of the target advertising account at the current moment;

Taking the first advertisement delivery rate of the first proportion from the advertisement delivery rate at the current moment at a first proportion lower than the specified value in the previous time;

Multiplying the first ratio by the value consumption rate at the current moment to obtain the first value consumption rate;

Calculate the first total value consumption data within the specified time window according to the first value consumption rate;

judging whether the first total value consumption data is not greater than the remaining value data;

If the first total value consumption data is greater than the remaining value data, enter the first ratio of the specified value lower than the previous time, and take the first ratio of the first advertising delivery rate from the current advertising delivery rate step;

If the first total value consumption data is not greater than the remaining value data, then adjust the advertisement delivery rate at the current moment to the first advertisement delivery rate.

Optionally, the step of adjusting the advertising delivery rate of each advertisement of the target advertising account according to the comparison result includes:

When the expected consumption total value is equal to the remaining value data, the advertisement delivery rate is not adjusted;

When the expected total consumption value is less than the remaining value data, it is judged whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold;

If the difference between the expected consumption total value and the remaining value data is not greater than a first threshold, then the advertisement delivery rate is not adjusted;

If the difference between the expected total consumption value and the remaining value data is greater than a first threshold, increasing the advertisement delivery rate until the expected consumption total value corresponding to the increased advertisement delivery rate is not greater than the remaining value data, And the difference with the remaining value data is not greater than the first threshold.

Optionally, the step of adjusting the advertising delivery rate of each advertisement of the target advertising account according to the comparison result includes:

When reducing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it reduces the selection ratio of the advertising data of the target advertising account;

When increasing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it increases the selection ratio of the advertising data of the target advertising account.

According to another aspect of the present invention, there is provided an advertisement delivery rate adjustment device, including:

The value consumption rate acquisition module is used to obtain the value consumption rate of the target advertising account at the current moment;

An expected total value consumption data calculation module, configured to calculate the expected total value consumption data within a specified time window according to the consumption value rate;

A comparison module, configured to compare the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window;

The advertising delivery rate adjustment module is configured to adjust the advertising delivery rate of each advertisement for the target advertising account according to the comparison result.

Optionally, the value consumption rate acquisition module includes:

The reduced value monitoring sub-module is used to monitor the reduced value of the residual value data of the target advertising account;

The first value consumption rate acquisition sub-module is used to divide the reduction value by the time difference between the time when the reduction value occurred last time and the time when the reduction value occurs currently, to obtain the value consumption rate of the target advertising account at the current moment .

Optionally, the value consumption rate acquisition module includes:

The advertisement delivery rate acquisition sub-module is used to acquire the advertisement delivery rate of the target advertising account at the current moment;

The second value consumption rate acquisition sub-module is used to calculate the value consumption rate of the target advertising account at the current moment according to the unit value data of the unit advertisement delivery.

Optionally, the sub-module for obtaining the advertisement delivery rate includes:

The successful response result monitoring unit is used to monitor the successful response result returned by the advertising exchange platform in the latest time unit; the successful response result is determined by the advertising exchange platform after receiving the bidding response sent by the demand-side platform for each flow. Generated afterwards; the bidding response includes advertisement data of a target advertisement account;

A successful response result extraction unit, configured to extract a successful response result belonging to the target advertising account from the successful response results;

The advertising delivery rate statistics unit is configured to count the advertising delivery rate of the target advertising account at the current moment according to the successful response results belonging to the target advertising account.

Optionally, the second value consumption rate acquisition submodule includes:

The unit value data calculation unit is used to calculate the unit value data of the unit advertisement delivery according to the price of the advertisement data corresponding to each successful response result;

The value consumption rate acquisition unit is used to multiply the unit value data of unit advertisement delivery by the advertisement delivery rate to obtain the value consumption rate of the target advertising account at the current moment.

Optionally, the value consumption rate acquisition module includes:

The successful response result monitoring sub-module is used to monitor the successful response result returned by the advertising trading platform in the latest time unit; the successful response result is bid by the advertising trading platform after receiving the bidding response sent by the demand-side platform for each traffic. Generated after success; the bidding response includes advertisement data of a target advertisement account;

A successful response result extraction submodule, configured to extract a successful response result belonging to the target advertising account from the successful response results;

The third value consumption rate acquisition sub-module is used to calculate the value consumption rate of the target advertising account at the current moment according to the successful response result belonging to the target advertising account and the price of the advertising data corresponding to the successful response result.

Optionally, the advertising delivery rate adjustment module includes:

The advertising delivery rate reduction sub-module is used to reduce the advertising delivery rate when the expected total consumption value is greater than the remaining value data until the expected total value consumption data corresponding to the reduced advertising delivery rate is not greater than the remaining value data. value data.

Optionally, the submodule for reducing the rate of advertisement delivery includes:

an advertisement delivery rate acquisition unit, configured to acquire the advertisement delivery rate of the target advertising account at the current moment;

The first advertisement delivery rate acquisition unit is used to obtain the first advertisement delivery rate of the first ratio from the advertisement delivery rate at the current moment at a first ratio lower than the previous specified value;

The first value consumption rate acquisition unit is configured to multiply the first ratio by the value consumption rate at the current moment to obtain the first value consumption rate;

A first total value consumption data calculation unit, configured to calculate the first total value consumption data within a specified time window according to the first value consumption rate;

A judging unit, configured to judge whether the first total value consumption data is not greater than the remaining value data; if the first total value consumption data is greater than the remaining value data, enter the first advertisement delivery rate acquisition unit; if If the first total value consumption data is not greater than the remaining value data, it enters the advertising delivery rate adjustment unit;

An advertisement delivery rate adjusting unit, configured to adjust the current advertisement delivery rate to the first advertisement delivery rate.

Optionally, the advertising delivery rate adjustment module includes:

The first advertisement delivery rate maintenance sub-module is used to not adjust the advertisement delivery rate when the expected consumption total value is equal to the remaining value data;

A judging submodule, configured to judge whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold when the expected total consumption value is less than the remaining value data;

The second advertisement delivery rate maintaining submodule is used to not adjust the advertisement delivery rate if the difference between the expected consumption total value and the remaining value data is not greater than the first threshold;

Advertisement delivery rate increasing sub-module, used to increase the advertisement delivery rate until the expected consumption total value corresponding to the increased advertisement delivery rate is greater than the first threshold The value is not greater than the remaining value data, and the difference with the remaining value data is not greater than a first threshold.

Optionally, the advertising delivery rate adjustment module includes:

The first advertisement delivery rate adjustment sub-module is used to reduce the selection ratio of the advertisement data of the target advertisement account after the demand-side platform receives the traffic sent by the advertisement exchange platform when the advertisement delivery rate is reduced;

The second advertisement delivery rate adjustment sub-module is used to increase the selection ratio of the advertisement data of the target advertisement account after the demand-side platform receives the traffic sent by the advertisement exchange platform when increasing the advertisement delivery rate.

According to another aspect of the present invention, there is provided an advertisement delivery rate adjustment device, including:

The memory is loaded with multiple executable instructions;

A processor that executes the plurality of executable instructions; the plurality of executable instructions includes a method for performing the following steps:

Obtain the value consumption rate of the target advertising account at the current moment;

calculating expected total value consumption data within a specified time window based on said consumption value rate;

Comparing the expected consumption total value with the current remaining value data corresponding to the specified time window of the target advertising account;

The ad serving rate for each ad for the target ad account is adjusted based on the comparison.

According to the advertising delivery rate adjustment method of the present invention, the value consumption rate at the current moment of the target advertising account can be obtained; the expected total value consumption data in the specified time window is calculated according to the consumption value rate; the expected consumption total value is combined with the target advertising account Comparing the current remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. Therefore, the problems of unbalanced advertisement delivery speed, influence on advertisement delivery effect and insufficient applicability of the existing advertisement delivery method are solved. The beneficial effect of improving the balanced effect and applicability of advertisement delivery is achieved.

The above description is only an overview of the technical solution of the present invention. In order to better understand the technical means of the present invention, it can be implemented according to the contents of the description, and in order to make the above and other purposes, features and advantages of the present invention more obvious and understandable , the specific embodiments of the present invention are enumerated below.

Description of drawings

Various other advantages and benefits will become apparent to those of ordinary skill in the art upon reading the following detailed description of the preferred embodiment. The drawings are only for the purpose of illustrating a preferred embodiment and are not to be considered as limiting the invention. Also throughout the drawings, the same reference numerals are used to designate the same components. In the attached picture:

Fig. 1 shows a flow chart of the steps of a method for adjusting an advertisement delivery rate according to an embodiment of the present invention;

FIG. 1A shows a schematic diagram of an RTB process according to an embodiment of the present invention;

Fig. 1B shows a schematic diagram of a system architecture according to an embodiment of the present invention.

Fig. 2 shows a flow chart of the steps of a method for adjusting an advertisement delivery rate according to an embodiment of the present invention;

Fig. 3 shows a flow chart of the steps of a method for adjusting an advertisement delivery rate according to an embodiment of the present invention;

Fig. 4 shows a flow chart of the steps of a method for adjusting an advertisement delivery rate according to an embodiment of the present invention;

Fig. 5 shows a schematic structural diagram of an advertisement placement rate adjustment device according to an embodiment of the present invention;

Fig. 6 shows a schematic structural diagram of an advertisement placement rate adjustment device according to an embodiment of the present invention;

Fig. 7 shows a schematic structural diagram of an advertisement placement rate adjustment device according to an embodiment of the present invention;

Fig. 8 shows a schematic structural diagram of an advertisement placement rate adjustment device according to an embodiment of the present invention; and

Fig. 9 shows a schematic structural diagram of an advertisement placement rate adjustment device according to an embodiment of the present invention.

Detailed ways

Exemplary embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. Although exemplary embodiments of the present disclosure are shown in the drawings, it should be understood that the present disclosure may be embodied in various forms and should not be limited by the embodiments set forth herein. Rather, these embodiments are provided for more thorough understanding of the present disclosure and to fully convey the scope of the present disclosure to those skilled in the art.

Embodiment one

A method for adjusting an advertisement delivery rate provided by an embodiment of the present invention is described in detail.

Referring to FIG. 1 , it shows a flow chart of the steps of a method for adjusting an advertisement placement rate in an embodiment of the present invention.

Step 110, acquiring the value consumption rate of the target advertising account at the current moment.

RTB is a bidding technology that uses third-party technology to evaluate and bid on each user's display behavior on millions of websites. FIG. 1A is a schematic diagram of an RTB process. The RTB process involves an advertising exchange (AdExchange, ADX) platform, a DSP, and a supply-side platform (Sell-Side Platform, SSP). Its core is the DSP platform. The DSP platform is like the headquarters of the display advertisement bidding: the first step is to send a request with user display information through its data tracking capability; the second step is to calculate the user display based on the estimation algorithm. value, and return the bid to the bid response engine; in the third step, the order is issued to the advertising trading system, and the advertising code is loaded to the major media, and finally delivered to the most accurate users.

Among them, the DSP platform allows advertisers and advertising agencies to access more easily and purchase advertising inventory more efficiently, because the platform brings together the inventory of various advertising exchanges. With this platform, there is no need for another cumbersome purchase step - a purchase request. SSPs enable publishers to also intervene in the ad exchange, making their inventory available. Through this platform, publishers hope to get the highest eCPM for their inventory without having to sell it at a low price. An open online advertising marketplace (similar to a stock exchange) that connects publishers and advertisers. The inventory of advertising space in the trading platform is not necessarily all premium inventory, as long as the publisher wants to provide it, it can be found there.

The following example illustrates the specific process of RTB:

Step 1, the user uses a browser to access a media website, such as website A. Website A presents the content of this website, such as news, to users. At the same time, media websites will also display advertisements to users on some advertising slots. Although the main job of media websites is to present high-quality content to users, they also need to make money through advertisements so that the business of providing content can continue. They can use their own sales force to sell advertising inventory. However, for media sites, RTB is an increasingly important channel for selling advertising inventory. Here we assume that website A decides to sell the advertising space in the upper right corner through RTB.

Step 2, website A transmits the information to the advertising trading platform. The transmitted information includes URL (UniformResource Locator, Uniform Resource Locator), advertisement location, user Cookie ID (Cookie Identity, Cookie identity code), etc.

In step 3, the advertising exchange platform organizes a bidding and sends traffic bidding responses to multiple DSPs. Assume advertiser 1 is one of the DSPs.

Step 4: When the DSP server corresponding to advertiser 1 receives the traffic bidding response from the advertising exchange platform, it transmits the data to the bidding engine.

Step 5: The bidding engine sends the user ID to the user and advertiser information database to see if the needs of the user and the advertiser match.

Step 6, the bidding engine receives the information of the user and the advertiser, and decides whether to participate in the bidding and the bidding price.

Step 7, the bidding engine generates a bidding response and transmits it to the DSP server. The bid response includes the bid price and other information such as which ad server to get the ad creative from.

Step 8: The DSP server corresponding to the advertiser 1 sends a bidding response to the advertising exchange platform.

In step 9, the advertising exchange platform conducts bidding after receiving responses from all DSP servers or when the deadline is reached. For example, the deadline of the advertising exchange platform is 100ms, which means that the time difference between the advertising exchange platform sending the traffic bidding response and receiving the DSP bidding response must be within the deadline. Assume that advertiser 1 is the winner of this advertising auction transaction.

In step 10, the advertising exchange platform notifies the user browser of the winner of the auction. The browser sends an advertisement exposure request to the advertisement server where the advertisement creative is located.

Step 11, the advertisement server sends the advertisement creative to the user's browser.

Step 12, the user sees an advertisement on the website. Then if the user is interested in the advertisement, he will click on the advertisement to enter the advertiser's landing page. Users browse the advertiser's website and may take further actions. For example, if the advertiser is an e-commerce company, the user may make a purchase on the e-commerce website.

FIG. 1B is a schematic diagram of a system architecture of the present application. Among them, BidPacing, traffic_pacing and campaign_pacing are new modules and new data tables. The BidPacing module is responsible for reading the data in traffic_consume_realtime, calculating the K value of traffic and campaign, and recording the results in the traffic_pacing and campaign_pacing tables. Among them, json (JavaScript Object Notation, a lightweight data exchange format) log is a log in json format, local Storage is a local storage space, adserver is an advertising creative data storage server, dspserver is a DSP server, isearch is a search module, and adselector to select the module.

For example, Table 1 is a design scheme of the campaign_pacing table. Because the advertiser may adjust the budget, the budget of the campaign is not put here, and there will be a dedicated thread to periodically read the relevant budget and balance. Table 2 shows a design scheme of the traffic_pacing table.

Table 1. A design scheme of the campaign_pacing table

Table 2. A design scheme of the traffic_pacing table

id self-increment id Integer date date date time zone Time zone Integer trafficType traffic type, ambition or dsp Enum trafficSource Traffic source, PC_WEB, MOBILE_WEB, APP Enum hours hour value Integer historyTraffic Today's current hourly total traffic that matches the dimension value integer

Because there is no campaignid in the traffic_consume_realtime table, it is necessary to query the database during initialization to obtain the mapping relationship between solutionid and campaignid and save the mapping relationship in memory.

An index table with the campaignid as the key is required in the memory, and the value of the table is the information related to the campaign:

pacing the current K value

weightedPacingweightedPacing

historyCost Today's current cost

budget budget

balance account balance

timezone time zone

trafficType traffic type (effect/selection)

Because the advertiser's budget and balance will change, there needs to be a thread responsible for regularly obtaining the latest budget and balance information from the database.

Historical traffic data (totalTraffic), the estimated remaining traffic when calculating the K value requires historical traffic data. The data source is yesterday's traffic data in the traffic_pacing table. Load and initialize once when the service starts. Support time zone, traffic type, and campaign delivery time zone to query the overall historical traffic.

Today's traffic data (historyTraffic), the data structure is the same as totalTraffic, and the data source is the data from today to the current time in the traffic_pacing table. Loaded and initialized when the server starts. Update historyTraffic every minute based on the latest data in the traffic_consume_realtime table. Support time zone, traffic type, and campaign delivery time zone to query the traffic that has been generated from today to the current time.

1. Main business process:

1. Initialization

Step1. Construct the traffic data of the previous day.

a. Read the previous day's data in traffic_consume_realtime;

b. Query the database according to the solutionid to obtain the data of the campaign and advertiser to which it belongs, obtain the budget of the campaign, the schedule, the balance of the advertiser and the time zone to which it belongs;

b. Save a solutionid to campagin mapping table in memory;

c. Save a campaign information table in memory;

d. According to the ns, logtime, and exchange fields of traffic_consume_realtime and the time zone information obtained from the query, construct the traffic distribution data table total_traffic in different time zones. The precision of the data is impression/hour.

Step2. Build the traffic history data of the day.

a. Read the data of the day in traffic_consume_realtime;

b. Query the campaign mapping table to which the solution belongs. If it does not exist, query the corresponding campaign-related information in the database;

c. Update the campaign information table in memory;

d. According to the ns, logtime, and exchange fields of traffic_consume_realtime, and the time zone information obtained from the query, the traffic_history data is obtained, and the accuracy of the data is impression/hour;

e. Update the historyCost of the campaign according to the money field of traffic_consume_realtime.

Step3. Calculate the initial campaign_pacing data.

a. Traverse the campaign information table in memory;

b. According to total_traffic and traffic_history, calculate the K value of the campaign according to the formula, and update it to the campaign information table.

Step4. Generate the traffic_pacing table and campaign_pacing table in the database.

a. Save the total_traffic table, traffic_history table and campagin information table in memory as a transaction to the traffic_pacing table and campaign_pacing table in the database.

2. Update process

a. The pacing module reads traffic_consume_realtime regularly, once every minute;

b. Query the mapping table from solution to campaign. If it does not exist, query the corresponding campaign-related information in the database;

c. Update the campaign information table in memory;

d. According to the ns, logtime, exchange fields of traffic_consume_realtime, and the time zone information obtained from the query, update the traffic_history data of the current hour;

e. traverse the campaign information table in memory;

f. According to total_traffic and traffic_history, calculate the K value of the campaign according to the formula, and update it to the campaign information table;

g. Update the traffic_history in memory and the updated campaign data to the traffic_pacing table and campaign_pacing table in the database as a transaction;

h. Record the log of this update to the local disk.

2. Failover process:

1. Normal recovery process

Step1. Restore memory data

a. Read the campaign_pacing and traffic_pacing tables;

b. To rebuild the campaign data in the memory, it is necessary to query the budget, balance, advertiser time zone, traffic type and other information according to the campaignid;

c. Rebuild the totalTraffic and historyTraffic data in memory based on the data in the traffic_pacing table.

Step2: Restart the calculation

a. According to the lastid of campaign_pacing, read the data calculation of id>lastid from the traffic_consume_realtime table;

b. Update the recalculated traffic data to the historyTraffic table in memory;

c. Traverse the campaign table and calculate the K values of all campaigns;

d. Update the traffic_history in memory and the updated campaign data to the traffic_pacing table and campaign_pacing table of the database as a transaction.

2. Handling of special circumstances

Situation 1: If you hang up at the end of the first day, and then wake up the next day

a. Read out all the data larger than lastid to see if the data is cross-day. Yesterday's data in traffic_pacing becomes totalTraffic, and today's data becomes historyTraffic. Build the data of campaign_pacing today;

b. Recalculate the K value of the campaign;

c. Update the totalTraffic, historyTraffic, and updated campaign data in memory to the traffic_pacing table and campaign_pacing table in the database as transactions.

Situation 2: If it hangs for too long, after a day

Because the traffic_pacing table does not have yesterday's data, it is necessary to read out yesterday's and today's traffic_consume_realtime data, reconstruct the memory data and related tables, then write traffic_pacing, and finally restart the calculation based on lastid.

3. Reader loading data process

a.reader loads data regularly, for example, reads once every minute;

b.reader reads the campaign_pacing table and obtains a mapping relationship table between <campaignid, K>;

c. Load the <campaignid, K> mapping table into isearch, then the isearch module will search for the corresponding advertising creative data and target advertising account residual value data from the adserver and dspserver respectively according to the <campaignid, K> mapping table .

As mentioned above, each advertiser needs to bid through the DSP platform when bidding for a certain advertising space, then each advertiser needs to have a unique advertiser identifier in the DSP platform, which is the advertisement in the embodiment of the present invention. account. Then, in order to adjust the advertising delivery rate of an advertiser on the DSP platform, the advertising account corresponding to the advertiser is the target advertising account. In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained according to the demand. The value consumption rate may include the expenditure of the target advertising account in serving advertisements per unit time.

In the embodiment of the present invention, in order to obtain the value consumption rate of the target advertising account at the current moment, the value consumption of the target advertising account within the first preset time period before the current moment can be obtained first, and then the value consumption and the first preset The ratio of the time period is used as the value consumption rate of the target advertising account at the current moment, and the first preset time period can be set according to requirements, which is not limited in this embodiment of the present invention. Certainly, in the embodiment of the present invention, any other available method may also be used to calculate and obtain the value consumption rate of the target advertising account at the current moment, which is not limited in the embodiment of the present invention.

Step 120, calculating expected total value consumption data within a specified time window according to the consumption value rate.

After the value consumption rate at the current moment is obtained, the value consumption rate can be used to calculate the expected total value consumption data within the specified time window. The specified time window can be a time period starting from any time of each day, then the expected total value consumption data at this time can be set as the expected consumption value of the target advertising account in the specified time window starting from the current moment at the rate of consumption value. . For example, if the current moment is 8:00, and the specified time window is 12 hours, for a target advertising account, the value consumption rate at the current moment is 100 yuan/hour, then from the current moment to 20:00, the expected total The value consumption data is 100*12, which is 1200 yuan.

In addition, the specified time window can be a time period from a fixed time to the end of a fixed time every day, so the expected total value consumption data can also be set as the target advertising account in the specified time window from the current moment to the end of the specified time window The expected consumption value of the ad flight at the consumption value rate. For example, the current moment is 8:00, and the specified time window is 24 hours from 0:00 to 24:00 every day. For a certain target advertising account, the value consumption rate at the current moment is 100 yuan/hour, then the target advertising account is in The expected total value consumption data within the specified time window is (24-8)*100, which is 1600 yuan.

In the embodiment of the present invention, the specified time window may be set before this step or any step before this step according to requirements, which is not limited in this embodiment of the present invention.

Step 130, comparing the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window.

In practical applications, in order to ensure the rate at which the target advertising account places advertisements in each time period, the total value data corresponding to the target advertising account within the specified time window can be preset, then the remaining value data of the specified time window is the total value data and The delta of the delivered value data.

In order to determine whether the consumption value rate corresponding to the current moment is high or low, in the embodiment of the present invention, it is necessary to compare the expected total consumption value of the same target advertising account with the current remaining value of the target advertising account corresponding to the specified time window data for comparison. Before making comparisons, it is necessary to convert the expected consumption total value and residual value data into the same units.

Step 140 , adjusting the advertising delivery rate of each advertisement of the target advertising account according to the comparison result.

Obviously, if the total expected consumption value corresponding to the same target advertising account is greater than the remaining value data, it means that the advertising delivery rate of the target advertising account is too high at this time, and the advertising delivery rate needs to be adjusted down accordingly; and if the expected consumption total If the value is less than the remaining value data, it means that the advertising delivery rate of the target advertising account is relatively small at this time, and the advertising delivery rate needs to be increased accordingly.

In the embodiment of the present invention, it is possible to first calculate the theoretical advertising delivery rate corresponding to the consumption of the remaining value data within the specified time window from the current moment, and then adjust the advertising delivery rate of the target advertising account to the theoretical advertising delivery rate; or According to the ratio or difference between the expected consumption total value and the residual value data, etc., the proportion of adjusting the advertising delivery rate is set, and so on. In the embodiment of the present invention, the specific method and principle for adjusting the advertising delivery rate can be set before this step or any step before this step according to requirements, which is not limited in this embodiment of the present invention.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

Embodiment two

A method for adjusting an advertisement delivery rate provided by an embodiment of the present invention is described in detail.

Referring to FIG. 2 , it shows a flow chart of the steps of a method for adjusting an advertisement placement rate in an embodiment of the present invention.

Step 210, monitoring the decrease value of the remaining value data of the target advertising account.

In practical applications, if the DSP platform deducts fees in real time, that is, if an advertisement account hits an advertisement, the fee deduction will be completed immediately or within the preset delay time range. For the above-mentioned target advertising account in the DSP platform, if its residual value data decreases, it can indicate that the target advertising account has carried out advertising at this time.

Therefore, in the embodiment of the present invention, for the target advertising account in the DSP platform of real-time deduction, in order to obtain the value consumption rate of the target advertising account at the current moment, the reduction value of the remaining value data of the target advertising account can be monitored. If the remaining value data of the target advertising account decreases, it means that the advertising account is running advertisements at this time, so there is value consumption, that is, the value of the value consumption rate is not zero.

Specifically, in order to facilitate the calculation of the value consumption rate, when the remaining value data of the target advertising account decreases, the decreased value and the time corresponding to the decreased value can be recorded at the same time.

Step 220: Divide the decrease value by the time difference between the time when the decrease value occurred last time and the time when the decrease value occurs currently, to obtain the value consumption rate of the target advertising account at the current moment.

In the embodiment of the present invention, after the reduction value and the time corresponding to each reduction value are obtained, when the remaining value data of the target advertising account is monitored to have a reduction value, that is, the reduction value is divided by the time when the reduction value occurred last time and The value consumption rate of the target advertising account at the current moment when the decreased value occurs is obtained by the time difference between the moments when the decreased value occurs.

For example, at the current moment, the remaining value data of the target advertising account A has decreased to 30 yuan. The current moment is 8 o'clock on November 21, 2016, and the last time the value decreased is 7:30 on November 21, 2016 , then the value consumption rate of the target advertising account A at the current moment is 30 yuan/30 minutes, that is, 1 yuan per minute.

Step 230, calculate the expected total value consumption data within the specified time window according to the consumption value rate.

Step 240, comparing the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window.

Step 250, when the expected total consumption value is greater than the remaining value data, reduce the advertising delivery rate until the expected total value consumption data corresponding to the reduced advertising delivery rate is not greater than the remaining value data.

As mentioned above, if the expected total consumption value is greater than the remaining value data, it means that the advertising delivery rate needs to be reduced until the expected total value consumption data corresponding to the reduced advertising delivery rate is not greater than the remaining value data.

For example, the advertising delivery rate can be reduced according to the first preset speed until the expected total value consumption data corresponding to the reduced advertising delivery rate is not greater than the remaining value data; the advertising delivery rate can also be gradually accelerated or gradually reduced until it decreases The expected total value consumption data corresponding to the subsequent advertising delivery rate is not greater than the remaining value data, and so on. In the embodiment of the present invention, specific principles for reducing the rate of advertisement delivery may be set according to requirements before this step, or before any step before this step, which is not limited in this embodiment of the present invention.

Optionally, in the embodiment of the present invention, the step 250 may further include:

Sub-step 251, obtaining the advertisement delivery rate of the target advertisement account at the current moment.

The advertisement delivery rate refers to the advertisement delivery volume per unit time corresponding to the current moment of the target advertisement account. In the embodiment of the present invention, the advertisement delivery amount of the target advertising account within the second preset time period before the current moment can be taken, and then the ratio of the advertisement delivery amount to the second preset time period is used as the advertisement delivery amount at the current moment rate; or it can monitor the advertising delivery status of the target advertising account. If the target advertising account is delivering advertising at the current moment, the advertising delivery volume at the current moment will be obtained, and at the same time, the time difference between the current moment and the previous advertising delivery of the target advertising account will be obtained. , then the ratio of the advertisement delivery amount at the current moment to the time difference can be used as the advertisement delivery rate of the target advertising account at the current moment, and so on. In the embodiment of the present invention, a specific method for obtaining the advertisement delivery rate of the target advertisement account at the current moment may be preset according to requirements, which is not limited in this embodiment of the present invention. The second time period may be the same as or different from the aforementioned first time period, which is not limited in this embodiment of the present invention.

In sub-step 252, a first advertisement delivery rate of the first proportion is obtained from the advertisement delivery rate at the current moment by a first proportion lower than the previous one by a specified value.

Since this step is aimed at the situation where the expected consumption total value is greater than the remaining value data, the first proportion should always be no greater than 1, then the first advertisement delivery rate of the first proportion is taken from the advertisement delivery rate at the current moment, then Always reduces the rate at which the ad is served, thereby reducing the rate at which the value is consumed. The specified value should not be greater than the first ratio, and the specific value of the specified value can be set before this step or any step before this step according to requirements, which is not limited in this embodiment of the present invention. Wherein, the initial first ratio may be set before or before this step according to requirements, which is not limited in this embodiment of the present invention.

For example, assuming that the initial first ratio is 1, the specified value is 0.1, and the current ad delivery rate is 10, then the first ratio that is lower than the specified value before is 0.9, and the first ratio is taken from the current ad delivery rate The first ad serving rate is 9.

Sub-step 253: Multiply the first ratio by the value consumption rate at the current moment to obtain a first value consumption rate.

Correspondingly, for example, assuming that the initial first ratio is 1, the specified value is 0.1, and the value consumption rate at the current moment is 100, then the first ratio that is lower than the specified value before is 0.9, and the obtained first value consumption rate is for 90.

Sub-step 254, calculating the first total value consumption data within the specified time window according to the first value consumption rate.

This step is similar to the aforementioned step 120. At this time, the first total value consumption data within the specified time window is calculated according to the first value consumption rate. The specific calculation process is similar to the above, and will not be repeated here.

Sub-step 255, judging whether the first total value consumption data is not greater than the remaining value data.

Sub-step 256, if the first total value consumption data is greater than the remaining value data, go to sub-step 252.

If the first total value consumption data is greater than the remaining value data, it means that the first value consumption rate at this time is still too high, and it is necessary to continue to reduce the first value consumption rate, then return to the execution of the aforementioned sub-step 252 .

Sub-step 257, if the first total value consumption data is not greater than the remaining value data, then adjust the current advertising delivery rate to the first advertising delivery rate.

And if the first total value consumption data is not greater than the remaining value data, it means that the first value consumption rate at this time is no longer too high, so at this time, you can no longer continue to reduce the first value consumption rate, and directly use the acquired The first advertisement delivery rate is used as the advertisement delivery rate at the current moment.

It should be noted that, in the embodiment of the present invention, the above sub-steps 251-252 may be performed before the sub-step 257, or before any step before the sub-step 257, which is not limited in this embodiment of the present invention.

Step 260, when the expected total consumption value is equal to the remaining value data, then the advertisement delivery rate is not adjusted.

Obviously, if the expected total consumption value corresponding to the advertising delivery rate is equal to the remaining value data, it means that the advertising delivery rate at this time is more suitable, so there is no need to adjust the advertising delivery rate.

Step 270: When the expected total value of consumption is less than the remaining value data, it is judged whether the difference between the expected total value of consumption and the remaining value data is greater than a first threshold.

In practical applications, if the expected total consumption value is less than the remaining value data and the difference between the expected total consumption value and the remaining value data is relatively small, then the advertisement delivery rate may not be adjusted. Therefore, in the embodiment of the present invention, when the expected consumption total value is less than the remaining value data, it is judged whether the difference between the expected consumption total value and the remaining value data is greater than the first threshold. The first threshold may be set before this step or any step before this step according to requirements, which is not limited in this embodiment of the present invention. Then if the difference between the expected consumption total value and the remaining value data is not greater than the first threshold, the advertisement delivery rate may not be adjusted.

Of course, in the embodiment of the present invention, it can also be set that when the total expected consumption value is greater than the remaining value data, it is judged whether the difference between the expected total consumption value and the remaining value data is greater than the second threshold. If the difference between the expected consumption total value and the remaining value data is not greater than the second threshold, then the advertisement delivery rate is not adjusted; and if the difference between the expected consumption total value and the remaining value data is greater than the second threshold, then step 250 is performed. The second threshold may be set before this step or any step before this step according to requirements, which is not limited in this embodiment of the present invention. Moreover, the second threshold may be the same as or different from the first threshold, which is not limited in this embodiment of the present invention.

Step 280, if the difference between the expected total consumption value and the remaining value data is not greater than a first threshold, then the advertisement delivery rate is not adjusted.

Step 290: If the difference between the expected total consumption value and the remaining value data is greater than a first threshold, increase the advertisement delivery rate until the expected consumption total value corresponding to the increased advertisement delivery rate is not greater than the remaining value value data, and the difference with the remaining value data is not greater than the first threshold.

And if the difference between the expected total value of consumption and the remaining value data is greater than the first threshold, then increase the advertising delivery rate until the expected total consumption value corresponding to the increased advertising delivery rate is not greater than the remaining value data, and is consistent with the remaining value data The difference is not greater than the first threshold.

In the embodiment of the present invention, the advertising delivery rate can be increased according to the second preset speed until the expected consumption total value corresponding to the increased advertising delivery rate is not greater than the remaining value data, and the difference with the remaining value data is not greater than the first Threshold; the rate of advertising delivery can also be gradually increased or decreased gradually until the expected total value of consumption corresponding to the increased advertising delivery rate is not greater than the remaining value data, and the difference with the remaining value data is not greater than the first threshold, etc. Wait. In the embodiment of the present invention, specific principles for increasing the advertising delivery rate can be set according to requirements before this step, or before any step before this step, which is not limited in this embodiment of the present invention.

Optionally, in the embodiment of the present invention, the advertising delivery rate of the target advertising account at the current moment can be obtained; the second ratio is obtained from the advertising delivery rate at the current moment at a second ratio higher than the previous one by a second specified value The second advertising delivery rate; multiply the second ratio by the value consumption rate at the current moment to obtain the second value consumption rate; calculate the second total value consumption data within the specified time window according to the second value consumption rate; determine the Whether the second total value consumption data is smaller than the remaining value data, and the difference between the expected consumption total value and the remaining value data is greater than the first threshold; if the second total value consumption data is smaller than the remaining value data, And the difference between the second total value consumption data and the remaining value data is greater than the first threshold, then enter the second ratio with a specified value higher than the previous one, and take the second ratio of the second ratio from the advertising delivery rate at the current moment. 2. The step of advertising delivery rate; if the second total value consumption data is not greater than the remaining value data, and the difference with the remaining value data is not greater than the first threshold, then adjust the advertising delivery rate at the current moment to the first threshold 2. Ad delivery rate. The second ratio is greater than or equal to 1, and the second ratio and the second specified value can be set according to requirements before this step or any step before this step, and this embodiment of the present invention does not impose limited. Moreover, the second designated value may be the same as or different from the foregoing designated value, which is not limited in this embodiment of the present invention.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

Moreover, in the embodiment of the present invention, the target can be obtained by monitoring the decrease value of the remaining value data of the target advertising account, and then dividing the decrease value by the time difference between the moment when the decrease value occurred last time and the moment when the decrease value occurs currently. The value consumption rate of the advertising account at the current moment. Thereby improving the accuracy of the captured value consumption rate.

In addition, in the embodiment of the present invention, when the expected total consumption value is less than the remaining value data, it may be determined whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold. And if the difference between the expected total consumption value and the remaining value data is not greater than the first threshold, then the advertisement delivery rate is not adjusted. And if the difference between the expected total consumption value and the remaining value data is greater than the first threshold, then increase the advertising delivery rate until the expected total consumption value corresponding to the increased advertising delivery rate is not greater than the remaining value data , and the difference with the remaining value data is not greater than the first threshold. In this way, the balanced effect of advertising delivery on the target advertising account is further improved.

Embodiment Three

A method for adjusting an advertisement delivery rate provided by an embodiment of the present invention is described in detail.

Referring to FIG. 3 , it shows a flow chart of the steps of a method for adjusting an advertisement placement rate in an embodiment of the present invention.

Step 310, obtaining the advertisement delivery rate of the target advertisement account at the current moment.

In practical applications, the value consumption rate of the target advertising account can be understood as the result of the advertising delivery rate and the unit value data of the unit advertising delivery. For example, assuming that the advertising delivery rate of the target advertising account at the current moment is 10, and the unit value data of unit advertising delivery is 5, then the value consumption rate of the target advertising account at the current moment is 50. Then, in the embodiment of the present invention, in order to obtain the value consumption rate of the target advertising account at the current moment, the advertisement delivery rate at the current moment of the target advertising account may be obtained first.

This step is specifically similar to the aforementioned sub-step 251, and will not be repeated here.

Optionally, in the embodiment of the present invention, the step 310 may further include:

Sub-step 311, monitoring the successful response result returned by the advertising trading platform in the latest time unit; the successful response result is generated by the advertising trading platform after receiving the bidding response sent by the demand-side platform for each flow, and after the bidding is successful; The bidding response includes advertisement data of a target advertisement account.

As mentioned above, in practical applications, the advertising trading platform will generate a traffic request for the traffic of a certain advertising space in the SSP platform, that is, the aforementioned traffic bidding response, and send it to the DSP platform. If the advertising account in the DSP platform participates in traffic bidding, The bidding response will be fed back, that is, the aforementioned bidding response is sent to the advertising exchange platform. The advertising exchange platform can receive the bidding responses sent by multiple DSP platforms and conduct the final bidding. And after comparison, a successful response result for the traffic is returned. The bid response may include information such as an advertisement account identifier, a bid price, advertisement data, and a storage address of the advertisement data.

Therefore, in the embodiment of the present invention, it is possible to monitor the successful response results returned by the advertising exchange platform in the latest time unit, and filter out the successful response results corresponding to the target advertising account. The time unit can be set before this step or any step before this step according to requirements, which is not limited in this embodiment of the present invention. For example, the time unit can be set to 1 hour, then at this time, you can monitor the successful response results returned by the advertising exchange platform within the current latest hour. Specifically, any available method or device may be used to monitor the successful response result returned by the advertising trading platform, which is not limited in this embodiment of the present invention.

Sub-step 312, extracting successful response results belonging to the target advertising account from the successful response results.

The successful response result is used to notify information such as the final successful bidding advertising account, transaction price, and advertising data, so that the successful response result must include the successful bidding advertising account ID. Therefore, in the embodiment of the present invention, the successful response result belonging to the target advertising account can be extracted by judging whether the advertising account identifier contained in the successful response result matches the target advertising account.

Sub-step 313, according to the success result of the response belonging to the target advertising account, counting the advertising delivery rate of the target advertising account at the current moment.

According to the successful response results belonging to the target advertising account, the advertising volume of the target advertising account within a time unit can be obtained from the advertising data contained in each successful response result, and then the advertising volume is divided by the time unit to obtain the target advertising Ad serving rate of the account at the current moment.

Step 320, according to the unit value data of the unit advertisement delivery, calculate the value consumption rate of the target advertisement account at the current moment.

Optionally, in the embodiment of the present invention, the step 320 may further include:

Sub-step 321, according to the price of the advertisement data corresponding to each successful response result, calculate the unit value data of the unit advertisement delivery.

As mentioned above, each successful response result must correspond to the advertisement data and the price of the advertisement data, then the unit value data of the unit advertisement placement can be calculated according to the price of the advertisement data corresponding to each successful response result. The specific unit value data of a unit advertisement serving may be the sum of the advertising data prices corresponding to each successful response result divided by the sum of the advertising data corresponding to each successful response result.

For example, assuming that the response success results corresponding to the target advertising account in the current time unit include response success result 1, response success result 2, and response success result 3, the advertisement data corresponding to response success result 1 is 1, and the price is 20 , the advertisement data corresponding to the successful response result 2 is 1 and the price is 40, the advertisement data corresponding to the successful response result 3 is 2 and the price is 20, then the unit value data of the unit advertisement delivery corresponding to the target advertisement account is (20+40 +20)/(1+1+2), which is 20.

In sub-step 322, the unit value data of the unit advertisement delivery is multiplied by the advertisement delivery rate to obtain the value consumption rate of the target advertisement account at the current moment.

After obtaining the unit value data of advertising delivery, the unit value data of unit advertising delivery can be multiplied by the advertising delivery rate to obtain the value consumption rate of the target advertising account at the current moment.

In the embodiment of the present invention, it is also possible to directly divide the sum of the transaction amount of each successful response result corresponding to the target advertising account within a time unit by a time unit to obtain the value consumption rate of the target advertising account at the current moment. For this, the present invention The examples are not limiting.

Step 330, calculating the expected total value consumption data within a specified time window according to the consumption value rate.

Step 340, comparing the expected consumption total value with the current residual value data corresponding to the specified time window of the target advertising account.

Step 350, adjusting the advertising delivery rate of each advertisement of the target advertising account according to the comparison result.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

Moreover, in the embodiment of the present invention, the advertising delivery rate of the target advertising account at the current moment can be obtained, and the value consumption rate of the target advertising account at the current moment can be calculated according to the unit value data of unit advertising delivery. Thereby further improving the accuracy of the acquired value consumption rate.

Embodiment Four

A method for adjusting an advertisement delivery rate provided by an embodiment of the present invention is described in detail.

Referring to FIG. 4 , it shows a flow chart of the steps of a method for adjusting an advertisement placement rate in an embodiment of the present invention.

Step 410, monitor the successful response result returned by the advertising trading platform in the latest time unit; the successful response result is generated by the advertising trading platform after receiving the bidding response sent by the demand-side platform for each flow, and the bidding is successful; the The bid response includes advertisement data of a target advertisement account.

This step is similar to the aforementioned sub-step 311, and will not be repeated here.

Step 420, extracting successful response results belonging to the target advertising account from the successful response results.

This step is similar to the aforementioned sub-step 312, and will not be repeated here.

Step 430: Calculate the value consumption rate of the target advertising account at the current moment according to the successful response result belonging to the target advertising account and the price of the advertising data corresponding to the successful response result.

In the embodiment of the present invention, according to the successful response results belonging to the target advertising account, the price of the advertising data corresponding to each successful response result can be obtained, and then the sum of the prices of the advertising data corresponding to each successful response result can be calculated and divided by a time unit, That is, the value consumption rate of the target advertising account at the current moment can be obtained.

Step 440, calculate the expected total value consumption data within the specified time window according to the consumption value rate.

Step 450, comparing the expected consumption total value with the current remaining value data of the target advertising account corresponding to the specified time window.

Step 460: When reducing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising exchange platform, it reduces the selection ratio of the advertising data of the target advertising account.

In the embodiment of the present invention, if the advertisement delivery rate needs to be reduced, after the demand-side platform receives the traffic sent by the advertisement exchange platform, it can reduce the selection ratio of the advertisement data of the target advertisement account, thereby reducing the rate of advertisement data of the target advertisement account. ad serving rate of . For example, if the original selection ratio of the advertisement data of the target advertisement account is 50%, it may be reduced to 30%. In this embodiment of the present invention, specific rules for reducing the selected ratio may be set according to requirements, which is not limited in this embodiment of the present invention.

Step 470: When increasing the rate of advertising delivery, after the demand-side platform receives the traffic sent by the advertising trading platform, increase the selection ratio of the advertising data of the target advertising account.

Correspondingly, if the demand-side platform increases the selection ratio of the advertising data of the target advertising account after receiving the traffic sent by the advertising trading platform, the rate of advertising delivery of the target advertising account can be increased. Therefore, in the embodiment of the present invention, when increasing the advertising delivery rate, the demand-side platform can increase the selection ratio of the advertising data of the target advertising account after receiving the traffic sent by the advertising trading platform. For example, if the original selection ratio of the advertisement data of the target advertisement account is 50%, it may be increased to 60%. In this embodiment of the present invention, specific rules for increasing the selection ratio can also be set according to requirements, which is not limited in this embodiment of the present invention.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

In addition, in the embodiment of the present invention, when reducing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it reduces the selection ratio of the advertising data of the target advertising account. And when increasing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it increases the selection ratio of the advertising data of the target advertising account. Thus, the convenience of adjusting the advertising delivery rate is improved.

For the method embodiment, for the sake of simple description, it is expressed as a series of action combinations, but those skilled in the art should know that the embodiment of the present invention is not limited by the described action order, because according to the embodiment of the present invention , certain steps may be performed in other order or simultaneously. Secondly, those skilled in the art should also know that the embodiments described in the specification belong to preferred embodiments, and the actions involved are not necessarily required by the embodiments of the present invention.

Embodiment five

A device for adjusting an advertisement placement rate provided by an embodiment of the present invention is introduced in detail.

Referring to FIG. 5 , it shows a schematic structural diagram of an advertisement placement rate adjustment device in an embodiment of the present invention.

The value consumption rate acquisition module 510 is configured to acquire the value consumption rate of the target advertising account at the current moment.

The expected total value consumption data calculation module 520 is configured to calculate the expected total value consumption data within a specified time window according to the consumption value rate.

A comparing module 530, configured to compare the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window.

The advertisement delivery rate adjustment module 540 is configured to adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

Embodiment six

A device for adjusting an advertisement placement rate provided by an embodiment of the present invention is introduced in detail.

Referring to FIG. 6 , it shows a schematic structural diagram of an advertisement placement rate adjustment device in an embodiment of the present invention.

The value consumption rate acquisition module 610 is configured to acquire the value consumption rate of the target advertising account at the current moment.

Optionally, in the embodiment of the present invention, the value consumption rate acquisition module 610 may further include:

The reduced value monitoring sub-module 611 is used to monitor the reduced value of the remaining value data of the target advertising account.

The first value consumption rate acquisition sub-module 612 is used to divide the reduced value by the time difference between the moment when the reduced value occurred last time and the moment when the reduced value appears currently, to obtain the value consumption of the target advertising account at the current moment rate.

The expected total value consumption data calculation module 620 is configured to calculate the expected total value consumption data within a specified time window according to the consumption value rate.

A comparison module 630, configured to compare the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window.

An advertisement delivery rate adjustment module 640, configured to adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Optionally, in the embodiment of the present invention, the advertising delivery rate adjustment module 640 may further include:

Advertisement delivery rate reduction sub-module 641, configured to reduce the advertisement delivery rate when the expected total consumption value is greater than the remaining value data, until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the Surplus value data.

Optionally, in the embodiment of the present invention, the advertisement delivery rate reduction submodule 641 may further include:

The advertisement delivery rate acquisition unit is used to acquire the advertisement delivery rate of the target advertising account at the current moment.

The first advertisement delivery rate obtaining unit is configured to obtain the first advertisement delivery rate of the first proportion from the advertisement delivery rate at the current moment by a first proportion lower than the previous one by a specified value.

The first value consumption rate acquisition unit is configured to multiply the first ratio by the current value consumption rate to obtain the first value consumption rate.

The first total value consumption data calculation unit is configured to calculate the first total value consumption data within a specified time window according to the first value consumption rate.

A judging unit, configured to judge whether the first total value consumption data is not greater than the remaining value data; if the first total value consumption data is greater than the remaining value data, enter the first advertisement delivery rate acquisition unit; if If the first total value consumption data is not greater than the remaining value data, enter the advertising delivery rate adjustment unit.

An advertisement delivery rate adjusting unit, configured to adjust the current advertisement delivery rate to the first advertisement delivery rate.

The first advertisement delivery rate maintenance sub-module 642 is configured to not adjust the advertisement delivery rate when the expected consumption total value is equal to the remaining value data.

A judging sub-module 643, configured to judge whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold when the expected total consumption value is less than the remaining value data.

The second advertisement delivery rate maintenance sub-module 644 is configured to not adjust the advertisement delivery rate if the difference between the expected consumption total value and the remaining value data is not greater than a first threshold.

Advertisement delivery rate increasing sub-module 645, configured to increase the advertisement delivery rate until the expected consumption rate corresponding to the increased advertisement delivery rate is The total value is not greater than the remaining value data, and the difference with the remaining value data is not greater than a first threshold.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

Moreover, in the embodiment of the present invention, the target can be obtained by monitoring the decrease value of the remaining value data of the target advertising account, and then dividing the decrease value by the time difference between the moment when the decrease value occurred last time and the moment when the decrease value occurs currently. The value consumption rate of the advertising account at the current moment. Thereby improving the accuracy of the captured value consumption rate.

In addition, in the embodiment of the present invention, when the expected total consumption value is less than the remaining value data, it may be determined whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold. And if the difference between the expected total consumption value and the remaining value data is not greater than the first threshold, then the advertisement delivery rate is not adjusted. And if the difference between the expected total consumption value and the remaining value data is greater than the first threshold, then increase the advertising delivery rate until the expected total consumption value corresponding to the increased advertising delivery rate is not greater than the remaining value data , and the difference with the remaining value data is not greater than the first threshold. In this way, the balanced effect of advertising delivery on the target advertising account is further improved.

Embodiment seven

A device for adjusting an advertisement placement rate provided by an embodiment of the present invention is introduced in detail.

Referring to FIG. 7 , it shows a schematic structural diagram of an advertisement placement rate adjustment device in an embodiment of the present invention.

The value consumption rate acquisition module 710 is configured to acquire the value consumption rate of the target advertising account at the current moment.

Optionally, in the embodiment of the present invention, the value consumption rate acquisition module 710 may further include:

The advertisement delivery rate acquisition sub-module 711 is used to acquire the advertisement delivery rate of the target advertisement account at the current moment.

Optionally, in the embodiment of the present invention, the new step of the advertisement delivery rate acquisition sub-module 711 may include:

The successful response result monitoring unit is used to monitor the successful response result returned by the advertising exchange platform in the latest time unit; the successful response result is determined by the advertising exchange platform after receiving the bidding response sent by the demand-side platform for each flow. generated afterwards; the bidding response includes advertisement data of a target advertisement account.

A successful response result extracting unit, configured to extract a successful response result belonging to the target advertising account from the successful response results.

The advertising delivery rate statistics unit is configured to count the advertising delivery rate of the target advertising account at the current moment according to the successful response results belonging to the target advertising account.

The second value consumption rate acquisition sub-module 712 is configured to calculate the value consumption rate of the target advertising account at the current moment according to the unit value data of the unit advertisement delivery.

Optionally, in this embodiment of the present invention, the second value consumption rate acquisition sub-module 712 may further include:

The unit value data calculation unit is configured to calculate the unit value data of a unit advertisement delivery according to the price of the advertisement data corresponding to each successful response result.

The value consumption rate acquisition unit is used to multiply the unit value data of unit advertisement delivery by the advertisement delivery rate to obtain the value consumption rate of the target advertising account at the current moment.

The expected total value consumption data calculation module 720 is configured to calculate the expected total value consumption data within a specified time window according to the consumption value rate.

A comparing module 730, configured to compare the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window.

An advertisement delivery rate adjustment module 740, configured to adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

Moreover, in the embodiment of the present invention, the advertising delivery rate of the target advertising account at the current moment can be obtained, and the value consumption rate of the target advertising account at the current moment can be calculated according to the unit value data of unit advertising delivery. Thereby further improving the accuracy of the acquired value consumption rate.

Embodiment eight

A device for adjusting an advertisement placement rate provided by an embodiment of the present invention is introduced in detail.

Referring to FIG. 8 , it shows a schematic structural diagram of an advertisement placement rate adjustment device in an embodiment of the present invention.

The value consumption rate acquisition module 810 is configured to acquire the value consumption rate of the target advertising account at the current moment.

Optionally, in the embodiment of the present invention, the value consumption rate acquisition module 810 may further include:

The successful response result monitoring sub-module 811 is used to monitor the successful response result returned by the advertising trading platform in the latest time unit; the successful response result is determined by the advertising trading platform after receiving the bidding response sent by the demand-side platform for each flow, Generated after successful bidding; the bidding response includes advertisement data of a target advertising account.

The successful response result extraction sub-module 812 is configured to extract a successful response result belonging to the target advertising account from the successful response results.

The third value consumption rate acquisition sub-module 813 is configured to calculate the value consumption rate of the target advertising account at the current moment according to the successful response result belonging to the target advertising account and the price of the advertisement data corresponding to the successful response result.

The expected total value consumption data calculation module 820 is configured to calculate the expected total value consumption data within a specified time window according to the consumption value rate.

A comparing module 830, configured to compare the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window.

The advertisement delivery rate adjustment module 840 is configured to adjust the advertisement delivery rate of each advertisement for the target advertisement account according to the comparison result.

Optionally, in the embodiment of the present invention, the advertising delivery rate adjustment module 840 may further include:

The first advertisement delivery rate adjustment sub-module 841 is configured to reduce the selection ratio of the advertisement data of the target advertisement account after the demand-side platform receives the traffic sent by the advertisement exchange platform when reducing the advertisement delivery rate.

The second advertisement delivery rate adjustment sub-module 842 is configured to increase the selection ratio of the advertisement data of the target advertisement account after the demand-side platform receives the traffic sent by the advertisement exchange platform when increasing the advertisement delivery rate.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

In addition, in the embodiment of the present invention, when reducing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it reduces the selection ratio of the advertising data of the target advertising account. And when increasing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it increases the selection ratio of the advertising data of the target advertising account. Thus, the convenience of adjusting the advertising delivery rate is improved.

Embodiment nine

A device for adjusting an advertisement placement rate provided by an embodiment of the present invention is introduced in detail.

Referring to FIG. 9 , it shows a schematic structural diagram of an advertisement placement rate adjustment device in an embodiment of the present invention. The device 900 may specifically include:

The memory 910 is loaded with multiple executable instructions;

The processor 920 executes the multiple executable instructions; the multiple executable instructions include a method for performing the following steps:

Obtain the value consumption rate of the target advertising account at the current moment;

calculating expected total value consumption data within a specified time window based on said consumption value rate;

Comparing the expected consumption total value with the current remaining value data corresponding to the specified time window of the target advertising account;

The ad serving rate for each ad for the target ad account is adjusted based on the comparison.

In the embodiment of the present invention, the value consumption rate of the target advertising account at the current moment can be obtained; the expected total value consumption data within a specified time window is calculated according to the consumption value rate; Comparing the remaining value data corresponding to the specified time window; adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result. As a result, the beneficial effect of improving the balance, applicability and advertising effect of advertisement placement is obtained.

Moreover, in the embodiment of the present invention, the target can be obtained by monitoring the decrease value of the remaining value data of the target advertising account, and then dividing the decrease value by the time difference between the moment when the decrease value occurred last time and the moment when the decrease value occurs currently. The value consumption rate of the advertising account at the current moment. Thereby improving the accuracy of the captured value consumption rate.

In addition, in the embodiment of the present invention, when the expected total consumption value is less than the remaining value data, it may be determined whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold. And if the difference between the expected total consumption value and the remaining value data is not greater than the first threshold, then the advertisement delivery rate is not adjusted. And if the difference between the expected total consumption value and the remaining value data is greater than the first threshold, then increase the advertising delivery rate until the expected total consumption value corresponding to the increased advertising delivery rate is not greater than the remaining value data , and the difference with the remaining value data is not greater than the first threshold. In this way, the balanced effect of advertising delivery on the target advertising account is further improved.

Further, in the embodiment of the present invention, the current advertising delivery rate of the target advertising account can be obtained, and the value consumption rate of the target advertising account at the current moment can be calculated according to the unit value data of unit advertising delivery. Thereby further improving the accuracy of the acquired value consumption rate.

Secondly, in the embodiment of the present invention, when reducing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it reduces the selection ratio of the advertising data of the target advertising account. And when increasing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it increases the selection ratio of the advertising data of the target advertising account. Thus, the convenience of adjusting the advertising delivery rate is improved.

As for the device embodiment, since it is basically similar to the method embodiment, the description is relatively simple, and for related parts, please refer to the part of the description of the method embodiment.

The algorithms and displays presented herein are not inherently related to any particular computer, virtual system, or other device. Various generic systems can also be used with the teachings based on this. The structure required to construct such a system is apparent from the above description. Furthermore, the present invention is not specific to any particular programming language. It should be understood that various programming languages can be used to implement the content of the present invention described herein, and the above description of specific languages is for disclosing the best mode of the present invention.

In the description provided herein, numerous specific details are set forth. However, it is understood that embodiments of the invention may be practiced without these specific details. In some instances, well-known methods, structures and techniques have not been shown in detail in order not to obscure the understanding of this description.

Similarly, it should be appreciated that in the foregoing description of exemplary embodiments of the invention, in order to streamline this disclosure and to facilitate an understanding of one or more of the various inventive aspects, various features of the invention are sometimes grouped together in a single embodiment, figure, or its description. This method of disclosure, however, is not to be interpreted as reflecting an intention that the claimed invention requires more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive aspects lie in less than all features of a single foregoing disclosed embodiment. Thus, the claims following the Detailed Description are hereby expressly incorporated into this Detailed Description, with each claim standing on its own as a separate embodiment of this invention.

Those skilled in the art can understand that the modules in the device in the embodiment can be adaptively changed and arranged in one or more devices different from the embodiment. Modules or units or components in the embodiments may be combined into one module or unit or component, and furthermore may be divided into a plurality of sub-modules or sub-units or sub-assemblies. All features disclosed in this specification (including accompanying claims, abstract and drawings) and any method or method so disclosed may be used in any combination, except that at least some of such features and/or processes or units are mutually exclusive. All processes or units of equipment are combined. Each feature disclosed in this specification (including accompanying claims, abstract and drawings) may be replaced by alternative features serving the same, equivalent or similar purpose, unless expressly stated otherwise.

Furthermore, those skilled in the art will understand that although some embodiments described herein include some features included in other embodiments but not others, combinations of features from different embodiments are meant to be within the scope of the invention. and form different embodiments. For example, in the following claims, any of the claimed embodiments may be used in any combination.

The various component embodiments of the present invention may be implemented in hardware, or in software modules running on one or more processors, or in a combination thereof. Those skilled in the art should understand that a microprocessor or a digital signal processor (DSP) may be used in practice to implement some or all functions of some or all components in the advertising delivery rate adjustment device according to the embodiment of the present invention. The present invention can also be implemented as an apparatus or an apparatus program (for example, a computer program and a computer program product) for performing a part or all of the methods described herein. Such a program for realizing the present invention may be stored on a computer-readable medium, or may be in the form of one or more signals. Such a signal may be downloaded from an Internet site, or provided on a carrier signal, or provided in any other form.

It should be noted that the above-mentioned embodiments illustrate rather than limit the invention, and that those skilled in the art will be able to design alternative embodiments without departing from the scope of the appended claims. In the claims, any reference signs placed between parentheses shall not be construed as limiting the claim. The word "comprising" does not exclude the presence of elements or steps not listed in a claim. The word "a" or "an" preceding an element does not exclude the presence of a plurality of such elements. The invention can be implemented by means of hardware comprising several distinct elements, and by means of a suitably programmed computer. In a unit claim enumerating several means, several of these means can be embodied by one and the same item of hardware. The use of the words first, second, and third, etc. does not indicate any order. These words can be interpreted as names.

This application discloses A1, a method for adjusting the advertising delivery rate, including:

Obtain the value consumption rate of the target advertising account at the current moment;

calculating expected total value consumption data within a specified time window based on said consumption value rate;

Comparing the expected consumption total value with the current remaining value data corresponding to the specified time window of the target advertising account;

The ad serving rate for each ad for the target ad account is adjusted based on the comparison.

A2. The method as described in A1, the step of obtaining the value consumption rate of the target advertising account at the current moment includes:

Monitor the decrease value of the remaining value data of the target advertising account;

The value consumption rate of the target advertising account at the current moment is obtained by dividing the reduced value by the time difference between the last time when the reduced value occurred and the current time when the reduced value occurred.

A3. The method as described in A1, the step of obtaining the value consumption rate of the target advertising account at the current moment includes:

Obtain the advertising delivery rate of the target advertising account at the current moment;

According to the unit value data of the unit advertisement delivery, the value consumption rate of the target advertisement account at the current moment is calculated.

A4. The method as described in A3, the step of obtaining the advertising delivery rate of the target advertising account at the current moment includes:

Monitor the successful response result returned by the advertising exchange platform in the latest time unit; the successful response result is generated by the advertising exchange platform after receiving the bidding response sent by the demand-side platform for each traffic, after the bidding is successful; the bidding response includes advertising data of a target advertising account;

Extracting successful response results belonging to the target advertising account from the successful response results;

According to the successful response result belonging to the target advertising account, the advertising delivery rate of the target advertising account at the current moment is counted.

A5. The method as described in A4, the step of calculating the value consumption rate of the target advertising account at the current moment according to the unit value data of the unit advertisement delivery includes:

According to the price of the advertising data corresponding to each successful response result, calculate the unit value data of the unit advertising delivery;

The unit value data of unit advertising is multiplied by the advertising delivery rate to obtain the value consumption rate of the target advertising account at the current moment.

A6. The method as described in A1, the step of obtaining the value consumption rate of the target advertising account at the current moment includes:

Monitor the successful response result returned by the advertising exchange platform in the latest time unit; the successful response result is generated by the advertising exchange platform after receiving the bidding response sent by the demand-side platform for each traffic, after the bidding is successful; the bidding response includes advertising data of a target advertising account;

Extracting successful response results belonging to the target advertising account from the successful response results;

According to the successful response result belonging to the target advertising account and the price of the advertising data corresponding to the successful response result, the value consumption rate of the target advertising account at the current moment is calculated.

A7. The method described in A1, the step of adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result, including:

When the expected total consumption value is greater than the remaining value data, the advertisement delivery rate is reduced until the expected total value consumption data corresponding to the reduced advertisement delivery rate is not greater than the remaining value data.

A8. The method as described in A7, the step of reducing the advertisement delivery rate until the expected total value consumption data corresponding to the reduced advertisement delivery rate is less than the remaining value data includes:

Obtain the advertising delivery rate of the target advertising account at the current moment;

Taking the first advertisement delivery rate of the first proportion from the advertisement delivery rate at the current moment at a first proportion lower than the specified value in the previous time;

Multiplying the first ratio by the value consumption rate at the current moment to obtain the first value consumption rate;

Calculate the first total value consumption data within the specified time window according to the first value consumption rate;

judging whether the first total value consumption data is not greater than the remaining value data;

If the first total value consumption data is greater than the remaining value data, enter the first ratio of the specified value lower than the previous time, and take the first ratio of the first advertising delivery rate from the current advertising delivery rate step;

If the first total value consumption data is not greater than the remaining value data, then adjust the advertisement delivery rate at the current moment to the first advertisement delivery rate.

A9. The method as described in A7, the step of adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result, including:

When the expected consumption total value is equal to the remaining value data, the advertisement delivery rate is not adjusted;

When the expected total consumption value is less than the remaining value data, it is judged whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold;

If the difference between the expected consumption total value and the remaining value data is not greater than a first threshold, then the advertisement delivery rate is not adjusted;

If the difference between the expected total consumption value and the remaining value data is greater than a first threshold, increasing the advertisement delivery rate until the expected consumption total value corresponding to the increased advertisement delivery rate is not greater than the remaining value data, And the difference with the remaining value data is not greater than the first threshold.

A10. The method described in any one of A1-A9, the step of adjusting the advertising delivery rate of each advertisement for the target advertising account according to the comparison result, including:

When reducing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it reduces the selection ratio of the advertising data of the target advertising account;

When increasing the advertising delivery rate, after the demand-side platform receives the traffic sent by the advertising trading platform, it increases the selection ratio of the advertising data of the target advertising account.

This application also discloses B11, an advertising rate adjustment device, including:

The value consumption rate acquisition module is used to obtain the value consumption rate of the target advertising account at the current moment;

An expected total value consumption data calculation module, configured to calculate the expected total value consumption data within a specified time window according to the consumption value rate;

A comparison module, configured to compare the expected total value of consumption with the current remaining value data of the target advertising account corresponding to the specified time window;

The advertising delivery rate adjustment module is configured to adjust the advertising delivery rate of each advertisement for the target advertising account according to the comparison result.

B12. The device as described in B11, the value consumption rate acquisition module includes:

The reduced value monitoring sub-module is used to monitor the reduced value of the residual value data of the target advertising account;

The first value consumption rate acquisition sub-module is used to divide the reduction value by the time difference between the time when the reduction value occurred last time and the time when the reduction value occurs currently, to obtain the value consumption rate of the target advertising account at the current moment .

B13. The device as described in B11, the value consumption rate acquisition module includes:

The advertisement delivery rate acquisition sub-module is used to acquire the advertisement delivery rate of the target advertising account at the current moment;

The second value consumption rate acquisition sub-module is used to calculate the value consumption rate of the target advertising account at the current moment according to the unit value data of the unit advertisement delivery.

B14. The device as described in B13, the sub-module for obtaining the advertisement delivery rate includes:

The successful response result monitoring unit is used to monitor the successful response result returned by the advertising exchange platform in the latest time unit; the successful response result is determined by the advertising exchange platform after receiving the bidding response sent by the demand-side platform for each flow. Generated afterwards; the bidding response includes advertisement data of a target advertisement account;

A successful response result extraction unit, configured to extract a successful response result belonging to the target advertising account from the successful response results;

The advertising delivery rate statistics unit is configured to count the advertising delivery rate of the target advertising account at the current moment according to the successful response results belonging to the target advertising account.

B15. The device as described in B14, the second value consumption rate acquisition submodule includes:

The unit value data calculation unit is used to calculate the unit value data of the unit advertisement delivery according to the price of the advertisement data corresponding to each successful response result;

The value consumption rate acquisition unit is used to multiply the unit value data of unit advertisement delivery by the advertisement delivery rate to obtain the value consumption rate of the target advertising account at the current moment.

B16. The device as described in B11, the value consumption rate acquisition module includes:

The successful response result monitoring sub-module is used to monitor the successful response result returned by the advertising trading platform in the latest time unit; the successful response result is bid by the advertising trading platform after receiving the bidding response sent by the demand-side platform for each traffic. Generated after success; the bidding response includes advertisement data of a target advertisement account;

A successful response result extraction submodule, configured to extract a successful response result belonging to the target advertising account from the successful response results;

The third value consumption rate acquisition sub-module is used to calculate the value consumption rate of the target advertising account at the current moment according to the successful response result belonging to the target advertising account and the price of the advertising data corresponding to the successful response result.

B17. The device as described in B11, the advertising rate adjustment module includes:

The advertising delivery rate reduction sub-module is used to reduce the advertising delivery rate when the expected total consumption value is greater than the remaining value data until the expected total value consumption data corresponding to the reduced advertising delivery rate is not greater than the remaining value data. value data.

B18. The device as described in B17, the submodule for reducing the advertising delivery rate includes:

an advertisement delivery rate acquisition unit, configured to acquire the advertisement delivery rate of the target advertising account at the current moment;

The first advertisement delivery rate acquisition unit is used to obtain the first advertisement delivery rate of the first ratio from the advertisement delivery rate at the current moment at a first ratio lower than the previous specified value;

The first value consumption rate acquisition unit is configured to multiply the first ratio by the value consumption rate at the current moment to obtain the first value consumption rate;

A first total value consumption data calculation unit, configured to calculate the first total value consumption data within a specified time window according to the first value consumption rate;

A judging unit, configured to judge whether the first total value consumption data is not greater than the remaining value data; if the first total value consumption data is greater than the remaining value data, enter the first advertisement delivery rate acquisition unit; if If the first total value consumption data is not greater than the remaining value data, it enters the advertising delivery rate adjustment unit;

An advertisement delivery rate adjusting unit, configured to adjust the current advertisement delivery rate to the first advertisement delivery rate.

B19. The device as described in B17, the advertising rate adjustment module includes:

The first advertisement delivery rate maintenance sub-module is used to not adjust the advertisement delivery rate when the expected consumption total value is equal to the remaining value data;

A judging submodule, configured to judge whether the difference between the expected total consumption value and the remaining value data is greater than a first threshold when the expected total consumption value is less than the remaining value data;

The second advertisement delivery rate maintaining submodule is used to not adjust the advertisement delivery rate if the difference between the expected consumption total value and the remaining value data is not greater than the first threshold;

Advertisement delivery rate increasing sub-module, used to increase the advertisement delivery rate until the expected consumption total value corresponding to the increased advertisement delivery rate is greater than the first threshold The value is not greater than the remaining value data, and the difference with the remaining value data is not greater than a first threshold.

B20. The device as described in one of B11-B19, the advertising rate adjustment module includes:

The first advertisement delivery rate adjustment sub-module is used to reduce the selection ratio of the advertisement data of the target advertisement account after the demand-side platform receives the traffic sent by the advertisement exchange platform when the advertisement delivery rate is reduced;

The second advertisement delivery rate adjustment sub-module is used to increase the selection ratio of the advertisement data of the target advertisement account after the demand-side platform receives the traffic sent by the advertisement exchange platform when increasing the advertisement delivery rate.

This application also discloses C21, an advertising rate adjustment device, including:

The memory is loaded with multiple executable instructions;

A processor that executes the plurality of executable instructions; the plurality of executable instructions includes a method for performing the following steps:

Obtain the value consumption rate of the target advertising account at the current moment;

calculating expected total value consumption data within a specified time window based on said consumption value rate;

Comparing the expected consumption total value with the current remaining value data corresponding to the specified time window of the target advertising account;

The ad serving rate for each ad for the target ad account is adjusted based on the comparison.

Claims (10)

1. rate adjusting method is launched in a kind of advertisement, including：

Obtain the value wear rate at targeted advertisements account current time；

The expection total value consumption data being worth according to the consumption in rate calculations specified time window；

By the surplus value number of the forecast consumption total value corresponding specified time window current with targeted advertisements account According to being compared；

Rate is launched according to comparison result to the advertisement for being directed to each advertisement of targeted advertisements account to be adjusted.

2. according to the method described in claim 1, it is characterized in that, the value for obtaining targeted advertisements account current time disappears The step of consuming rate, including：

The decreasing value of monitoring objective advertising accounts surplus value data；

At the time of the decreasing value divided by last time decreasing value occur and it is current at the time of there is decreasing value between time difference, Obtain the value wear rate at the targeted advertisements account current time.

3. according to the method described in claim 1, it is characterized in that, the value for obtaining targeted advertisements account current time disappears The step of consuming rate, including：

Rate is launched in the advertisement for obtaining targeted advertisements account current time；

According to the unit value data that unit advertisement is launched, the value consumption speed at the targeted advertisements account current time is calculated Rate.

4. according to the method described in claim 3, it is characterized in that, the advertisement for obtaining targeted advertisements account current time is thrown The step of putting rate, including：

Monitor the response successful result that advertisement transaction platform returns in a nearest chronomere；The response successful result is by advertisement Transaction platform generates after the response of bidding that party in request's platform is sent for each flow is received after bidding successfully；It is described competing Valency responds the ad data for including a targeted advertisements account；

Extraction belongs to the response successful result of targeted advertisements account from the response successful result；

Belong to the responding successfully as a result, counting the advertisement at the targeted advertisements account current time of targeted advertisements account according to described Launch rate.

5. according to the method described in claim 4, it is characterized in that, it is described according to unit advertisement launch unit value data, The step of calculating the value wear rate at the targeted advertisements account current time, including：

According to the price of the corresponding ad data of each response successful result, the unit value data that unit of account advertisement is launched；

The unit value data that unit advertisement is launched, which are multiplied by advertisement, launches rate, obtains the value at targeted advertisements account current time Wear rate.

6. according to the method described in claim 1, it is characterized in that, the value for obtaining targeted advertisements account current time disappears The step of consuming rate, including：

Monitor the response successful result that advertisement transaction platform returns in a nearest chronomere；The response successful result is by advertisement Transaction platform generates after the response of bidding that party in request's platform is sent for each flow is received after bidding successfully；It is described competing Valency responds the ad data for including a targeted advertisements account；

Extraction belongs to the response successful result of targeted advertisements account from the response successful result；

According to the price of the response successful result for belonging to targeted advertisements account and the corresponding ad data of response successful result, Calculate the value wear rate at targeted advertisements account current time.

7. according to the method described in claim 1, it is characterized in that, it is described according to comparison result to being directed to targeted advertisements account The step of rate is adjusted, is launched in the advertisement of each advertisement, including：

When the forecast consumption total value is more than the surplus value data, then reduces the advertisement and launch rate, until reducing Advertisement afterwards launches the corresponding expected total value consumption data of rate and is not more than the surplus value data.

8. the method according to the description of claim 7 is characterized in that described reduce the advertisement dispensing rate, until after reducing Advertisement launch the step of corresponding expected total value consumption data of rate is less than the surplus value data, including：

Rate is launched in the advertisement for obtaining targeted advertisements account current time；

With the first ratio than preceding primary low specified numerical value, launch that rate takes first ratio from the advertisement at current time the Rate is launched in one advertisement；

The value wear rate at current time is multiplied by with first ratio, obtains the first value wear rate；

The first total value consumption data in specified time window is calculated according to the first value wear rate；

Judge the first total value consumption data whether no more than the surplus value data；

If the first total value consumption data is more than the surplus value data, enter with than preceding primary low specified numerical value The first ratio, launch the step of rate takes the first advertisement of first ratio to launch rate from the advertisement at current time；

If the first total value consumption data is not more than the surplus value data, the advertisement for adjusting current time is launched Rate launches rate for first advertisement.

9. speed adjust device is launched in a kind of advertisement, including：

Wear rate acquisition module is worth, for obtaining the value wear rate at targeted advertisements account current time；

It is expected that total value consumption data computing module, pre- in rate calculations specified time window for being worth according to the consumption Phase total value consumption data；

Comparison module, for by the forecast consumption total value corresponding specified time window current with targeted advertisements account Surplus value data be compared；

Rate adjustment module is launched in advertisement, for being launched according to comparison result to the advertisement for being directed to each advertisement of targeted advertisements account Rate is adjusted.

10. speed adjust equipment is launched in a kind of advertisement, including：

Memory is loaded with a plurality of executable instruction；

Processor performs a plurality of executable instruction；The a plurality of executable instruction includes the method for performing following steps：

Obtain the value wear rate at targeted advertisements account current time；

The expection total value consumption data being worth according to the consumption in rate calculations specified time window；

By the surplus value number of the forecast consumption total value corresponding specified time window current with targeted advertisements account According to being compared；

Rate is launched according to comparison result to the advertisement for being directed to each advertisement of targeted advertisements account to be adjusted.