CN109993552A - A kind of PMP selling price acquisition method and device - Google Patents

Abstract

The invention discloses a PMP selling price acquisition method and device, which are applied to the field of Internet advertising. The PMP selling price acquisition method includes: acquiring the delivery demand information for target advertisers; acquiring RTB transaction price data within a preset historical time period; In the RTB transaction price data within the preset historical time period, determine the pending RTB transaction price data that meets the delivery demand information; the to-be-processed RTB transaction price data is processed by the preset price adjustment strategy, and the PMP customized price for the target advertiser is generated. The invention solves the technical problem of inaccurate pricing of the PMP selling price.

Description

A kind of PMP selling price acquisition method and device

technical field

The present invention relates to the field of Internet advertising, and in particular, to a method and device for obtaining a PMP selling price.

Background technique

Programmatic Advertising refers to the use of technical means to conduct advertising transactions and management, advertisers can programmatically purchase media resources, and media can programmatically sell cross-media and cross-terminal media resources. Driven by different business needs, various transaction models have emerged in programmatic advertising, among which PMP (Private Marketplace) is becoming a hot topic in the field of programmatic advertising buying. If the programmatic revolution has re-planned the territory of Internet advertising, then for advertisers and media, PMP has brought new revolutionary changes to the programmatic buying of advertising. PMP can analyze demand, match media, and place advertisements throughout the The process takes about 20-50 milliseconds, balancing the relationship between the advertiser's brand and the media.

However, traditional PMP sales pricing is generally artificial, and lacks consideration of customers' specific delivery needs and expected prices, resulting in inaccurate pricing of PMP sales prices.

SUMMARY OF THE INVENTION

The embodiments of the present invention solve the technical problem of inaccurate pricing of the PMP selling price in the prior art by providing a method and a device for obtaining the selling price of the PMP.

In a first aspect, an embodiment of the present invention provides a method for obtaining a PMP selling price, including:

Obtain information on the delivery demand of target advertisers;

Obtain real-time bidding RTB transaction price data within a preset historical time period;

Determine from the RTB transaction price data in the preset historical time period the pending RTB transaction price data that meets the delivery demand information;

A preset price adjustment strategy is processed on the RTB transaction price data to be processed, and a PMP customized price in the private trading market for the target advertiser is generated.

With reference to the first aspect, in a first possible implementation manner of the first aspect, the obtaining of the delivery demand information for the target advertiser includes:

receive user input;

The delivery demand information for the target advertiser is determined according to the user input information.

The obtaining of the delivery demand information for the target advertiser includes:

Acquiring one or more types of delivery demand information among the advertisement delivery time for the target advertiser, the advertisement delivery area for the target advertiser, and the advertisement delivery group for the target advertiser.

With reference to the first aspect, in a second possible implementation manner of the first aspect, the obtaining of RTB transaction price data within a preset historical time period includes:

Obtain RTB logs within the preset historical time period from the RTB system;

From the RTB logs within the preset historical time period, determine the RTB transaction price data belonging to the target advertiser, and/or the RTB transaction with the target advertiser that satisfies the preset product similarity price data.

With reference to the first aspect, in a third possible implementation manner of the first aspect, the obtaining of RTB transaction price data within a preset historical time period includes:

Obtain RTB logs within the preset historical time period from the RTB system;

From the RTB log in the preset historical time period, find the RTB transaction price data belonging to the target advertiser;

If the search result is empty, the RTB transaction price data of the advertiser that satisfies the preset product similarity with the target advertiser is searched from the RTB log in the preset historical time period.

In combination with the third possible implementation manner or the fourth possible implementation manner of the first aspect, in the fifth possible implementation manner of the first aspect, the preset price adjustment is performed on the RTB transaction price data to be processed The processing of the strategy to generate the PMP customized selling price for the target advertiser, including:

Perform price statistics on the RTB transaction price data to be processed to obtain RTB price statistics results;

A price adjustment process is performed on the RTB price statistics result to obtain the PMP customized selling price for the target advertiser.

With reference to the fifth possible implementation manner of the first aspect, in the sixth possible implementation manner of the first aspect, the price adjustment process is performed on the RTB price statistics result to obtain the PMP customization for the target advertiser Selling price, including:

A price adjustment process is performed on the RTB price statistics result according to preset price adjustment parameters to obtain the PMP customized selling price for the target advertiser.

With reference to the fifth possible implementation manner of the first aspect, in the seventh possible implementation manner of the first aspect, the price adjustment process is performed on the RTB price statistics result to obtain the PMP customization for the target advertiser Selling price, including:

Perform price adjustment processing on the RTB price statistics results according to preset price adjustment parameters to obtain the adjusted selling price for the target advertiser;

Get current time information;

determining the price discount ratio corresponding to the current time information;

The adjusted selling price is subjected to discount processing according to the price discount ratio to obtain the PMP customized selling price for the target advertiser.

In a second aspect, an embodiment of the present invention provides a PMP selling price acquisition system, including:

The delivery demand obtaining unit is used to obtain the delivery demand information for the target advertiser;

A transaction price data acquisition unit, used to acquire real-time bidding RTB transaction price data within a preset historical time period;

a transaction price data determination unit, configured to determine the pending RTB transaction price data that meets the delivery demand information from the RTB transaction price data within the preset historical time period;

The price adjustment unit is configured to process the preset price adjustment strategy on the transaction price data of the RTB to be processed, and generate a PMP customized price in the private trading market for the target advertiser.

With reference to the second aspect, in a first possible implementation manner of the second aspect, the delivery demand acquiring unit includes:

an information receiving subunit for receiving user input information;

An information determination subunit, configured to determine the delivery demand information for the target advertiser according to the user input information.

With reference to the second aspect, in a second possible implementation manner of the second aspect, the acquiring the delivery demand information for the target advertiser includes:

Acquiring one or more types of delivery demand information among the advertisement delivery time for the target advertiser, the advertisement delivery area for the target advertiser, and the advertisement delivery group for the target advertiser.

With reference to the second aspect, in a third possible implementation manner of the second aspect, the transaction price data acquisition unit includes:

a first log acquisition subunit, used for acquiring the RTB log in the preset historical time period from the RTB system;

The first data determination subunit is used to determine the RTB transaction price data belonging to the target advertiser from the RTB log in the preset historical time period, and/or meet the preset requirements with the target advertiser. The RTB transaction price data of advertisers with product similarity.

With reference to the second aspect, in a fourth possible implementation manner of the second aspect, the transaction price data acquisition unit includes:

The second log acquisition subunit is used to acquire the RTB log in the preset historical time period from the RTB system;

a first data search subunit, used for searching RTB transaction price data belonging to the target advertiser from the RTB log in the preset historical time period;

The second data search subunit is used for the search result of the first data search subunit to be empty, and searches the RTB logs within the preset historical time period to search for products that are similar to the target advertisers that meet the preset requirements The RTB transaction price data of the advertisers of the degree.

With reference to the third possible implementation manner or the fourth possible implementation manner of the second aspect, in a fifth possible implementation manner of the second aspect, the price adjustment unit includes:

A price statistics subunit, used to perform price statistics on the RTB transaction price data to be processed, and obtain RTB price statistics results;

A price adjustment processing subunit, configured to perform price adjustment processing on the RTB price statistics result to obtain the PMP customized selling price for the target advertiser.

With reference to the fifth possible implementation manner of the second aspect, in the sixth possible implementation manner of the second aspect, the price adjustment processing subunit is specifically used for:

A price adjustment process is performed on the RTB price statistics result according to preset price adjustment parameters to obtain the PMP customized selling price for the target advertiser.

With reference to the fifth possible implementation manner of the second aspect, in the seventh possible implementation manner of the second aspect, the price adjustment processing subunit is specifically used for:

Perform price adjustment processing on the RTB price statistics results according to preset price adjustment parameters to obtain the adjusted selling price for the target advertiser;

Get current time information;

determining the price discount ratio corresponding to the current time information;

The adjusted selling price is subjected to discount processing according to the price discount ratio to obtain the PMP customized selling price for the target advertiser.

In a third aspect, an embodiment of the present invention provides a computer-readable storage medium on which a computer program is stored, and when the program is executed by a processor, implements any one of the possible implementation manners of the first aspect to the first aspect. step.

In a fourth aspect, an embodiment of the present invention provides a PMP selling price acquisition device, including a memory, a processor, and a computer program stored in the memory and running on the processor, the processor implements the first The steps described in any possible implementation manner of the aspect to the first aspect.

One or more technical solutions provided in the embodiments of the present invention have at least the following technical effects or advantages:

By obtaining the delivery demand information for the target advertisers and the real-time bidding RTB transaction price data within the preset historical time period; then determine the pending RTB transaction price that meets the delivery demand information from the RTB transaction price data within the preset historical time period Finally, the pre-set price adjustment strategy is processed on the RTB transaction price data to be processed, and the PMP customized price for the target advertiser is generated, so that the existing RTB transaction price data can be analyzed based on the delivery demand information representing the advertiser's delivery demand. Perform screening to screen out the RTB transaction price data that meets the delivery demand information, and then process this part of the selected RTB transaction price data based on the preset price adjustment strategy to obtain customized pricing for the PMP price. The obtained PMP price is not It is arbitrarily set artificially, and there are historical and basic prices to rely on, so it can meet the expected price balance between the media and customers, and the price will not be too high or too low. Therefore, the price of the PMP price is increased. Pricing accuracy.

Description of drawings

In order to illustrate the technical solutions in the embodiments of the present invention more clearly, the following briefly introduces the accompanying drawings used in the description of the embodiments. Obviously, the drawings in the following description are some embodiments of the present invention. For those of ordinary skill in the art, other drawings can also be obtained from these drawings without creative effort.

1 is a flowchart of a method for obtaining a PMP selling price provided by an embodiment of the present invention;

2 is a program module diagram of a PMP selling price acquisition system provided by an embodiment of the present invention;

3 is a schematic structural diagram of a computer-readable storage medium provided by an embodiment of the present invention;

FIG. 4 is a schematic structural diagram of a device for obtaining a PMP selling price according to an embodiment of the present invention.

Detailed ways

The embodiments of the present invention solve the technical problem of inaccurate pricing of the PMP selling price in the prior art by providing a method and a device for obtaining the selling price of the PMP.

In order to make the purposes, technical solutions and advantages of the embodiments of the present invention clearer, the technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the accompanying drawings in the embodiments of the present invention. Obviously, the described embodiments These are some embodiments of the present invention, but not all embodiments. Based on the embodiments of the present invention, all other embodiments obtained by those of ordinary skill in the art without creative efforts shall fall within the protection scope of the present invention.

The embodiment of the present invention provides a method for obtaining the selling price of PMP, which is applied to the PMP system. The PMP system is applied to the transaction process of programmatic advertisements, and is specifically used to complete the programmatic purchase of advertisements between advertisers and media. The advertising space resources are hosted in the PMP system, and the demand-side platform (the demand-side platform corresponds to the advertiser or agent) is connected to the PMP system. Advertiser is the ultimate demander who buys traffic for advertising, agency is the business agent of advertiser, and the media platform is also connected to the PMP system, forming the PMP purchase model of programmatic advertising.

First of all, it should be noted that the term "and/or" that appears in this article is only an association relationship to describe related objects, which means that there can be three kinds of relationships, for example, A and/or B, which can mean that A exists alone, and A exists at the same time. and B, there are three cases of B alone. In addition, the character "/" in this document generally indicates that the related objects are an "or" relationship.

Referring to FIG. 1 , a method for obtaining a PMP selling price provided by an embodiment of the present invention includes the following steps:

Step S101: Acquire the delivery demand information for the target advertiser.

It should be noted that the advertisement demand information in the present invention includes various demands of the target advertiser to place advertisements. In the specific implementation process, the information on the delivery demand for the target advertiser may include: one or more of the advertising delivery time for the target advertiser, the advertising delivery area for the target advertiser, and the advertising delivery group for the target advertiser. Post demand information.

Specifically, in order to obtain the delivery demand information for target advertisers, there can be various implementations. The following three implementations are given below for description:

Embodiment 1: Obtain the product attributes of the target product to be advertised, and determine the delivery demand information according to the product attributes of the target product.

Specifically, according to the product attributes of the target product to be advertised by the target advertiser, one or more types of advertising demand information among the advertising delivery area, advertising delivery time, and advertising delivery group for the target advertiser to advertise are determined.

Specifically, the product attribute of the target product can be directly received from the demand-side platform, or after receiving the product name of the target product, the product attribute of the target product can be searched from the network according to the product name of the target product.

For example, the target advertiser is "XX women's clothing brand", the target product to be advertised is a "new women's down jacket", and the products of a "new women's down jacket" include: women, winter clothing, according to a " The product attributes "women" and "winter clothing" of the "new women's down jacket" determine the delivery demand information may include the following:

Advertising area: northern urban area

Advertising group: female group

Ad running time: winter

For example, the target advertiser is "Agent A", and the target product to be advertised is "Beijing Public Transport APP", and the product attributes of "Beijing Public Transport APP" can include: Beijing, traffic. The product attributes "Beijing" and "Transportation" determine the delivery demand information and may include: Advertising delivery area: Beijing.

Embodiment 2: Obtain the user input information input by the target advertiser on the demand-side platform, and determine the delivery demand information for the target advertiser according to the user input information.

Specifically, the PMP system receives user input information input by the target advertiser on the demand side platform from the demand side platform, and the user input information may include one or more of address information, group information, and time information. Next, the PMP system determines the advertisement placement area for the target advertiser according to the address information, determines the advertisement placement group for the target advertiser according to the group information, and determines the advertisement placement time for the target advertiser according to the time information.

As far as the advertisement placement area is concerned, the address information input by the target advertiser on the demand-side platform can be directly determined as the advertisement placement area, so that the target advertiser has higher flexibility in selecting the advertisement placement area.

In the specific implementation process, there can be multiple advertising placement regions, and each advertising placement region can be divided into multiple advertising placement sub-regions. The PMP system determines the address information received from the demand-side platform as the advertising placement region, for example, the target If the advertiser enters "Beijing" on the demand-side platform, the PMP system determines the "Beijing" received from the demand-side platform as the advertisement placement area for the target advertiser to place advertisements. For example, if the target advertiser enters "Central China" on the demand-side platform, the PMP system determines the "Central China" received from the demand-side platform as the advertisement placement area of the target advertiser's advertisement.

As far as the advertisement placement area is concerned, the effective area extracted from the detailed address information input by the target advertiser on the demand-side platform may also be determined as the advertisement placement area. Thus, the influence of invalid information input by the target advertiser is avoided, and the accuracy of the advertisement placement area is improved.

For example, the detailed address information received by the PMP system from the demand-side platform is "No. XX Street, Huangpu District, Guangzhou City, Guangdong Province", then the PMP system extracts "Guangdong Province" or "Guangzhou City, Guangdong Province" as the advertisement placement area.

As far as the ad delivery time is concerned, it is the time period during which the target advertiser currently needs to deliver the advertisement. In the specific implementation process, the advertisement delivery time may include more than one of the following time periods: a certain time period in a day, a certain day or a certain day in a week, or a certain month or a certain day in a year month, week, or weeks.

The time information input by the target advertiser received by the PMP system from the demand-side platform can be directly determined as the advertisement delivery time. For example, if the time information received from the demand-side platform is "November 11", then "November 11" is directly determined as the advertisement delivery time, and the time information received from the demand-side platform is "7:00 am to 7:00 pm. : 00", then the "7:00 am to 7:00 pm" of the day is directly determined as the ad delivery time. The time information received from the demand-side platform is "Saturday and Sunday", and the "Saturday and Sunday" of this week is directly determined as the advertisement delivery time.

As far as the advertisement delivery time is concerned, it is also possible to match an advertisement delivery time preset in the PMP according to the time information input by the target advertiser received from the demand-side platform.

As far as the advertising delivery group is concerned, the group information input by the target advertiser on the demand-side platform can be directly determined as the advertising delivery group, or the group information input by the target advertiser received from the demand-side platform can be matched with a preset in the PMP. advertising groups.

Embodiment 3: Determine the current delivery demand information for the target advertiser according to the previous delivery demand information for the target advertiser, or the previous delivery demand information for advertisers that meet the preset product similarity with the target advertiser.

For example, the advertising demand information set by the target advertiser or other advertisers when they previously advertised for "Mobile A" is as follows: advertising region: Beijing, advertising time: November 11, advertising group: 20-30 A male, "mobile phone B" is a new generation product of mobile phone "mobile phone A", then when the target advertiser advertises on "mobile phone B" for the first time, the information about the demand for advertisement can be determined as follows: advertisement placement area: Beijing, advertisement placement time: On November 11, the advertising target group: men aged 20-30.

Step S102 is executed to acquire RTB (Real Time Bidding, real-time bidding) transaction price data within a preset historical time period.

In one embodiment, step S102 includes the following steps S1021-S1022:

Step S1021 is first performed: RTB logs within a preset historical time period are acquired from the RTB system.

RTB system is a bidding system that uses third-party technology to evaluate and bid for each user's display behavior on millions of websites or mobile terminals. Specifically, the preset historical time period may be set to any value from one day to one week. In the specific implementation process, the preset historical time period is specifically a time period obtained by pushing back any value from one day to one week from the moment when the delivery demand information is obtained.

It should be noted that the RTB log will be generated in the RTB system. After obtaining the delivery demand information, the RTB log within the preset historical time period is obtained from the RTB system. The RTB log within the preset historical time period records a Or multiple RTB transaction price records, wherein each RTB transaction price record includes the advertiser's ID and the RTB transaction price corresponding to the advertiser's ID. For example, the RTB transaction price record can be expressed as follows: advertiser 00232-2 yuan, advertiser 00231-1.5 yuan, advertiser 00432-1 yuan.

Further, each RTB transaction price record also includes product attributes. For example, the RTB transaction price record can also be expressed as: advertiser 00232-mobile phone-2 yuan, advertiser 00231-top coat-1.5.

After step S1021, step S1022 is then executed: determining the RTB transaction price data belonging to the target advertiser and/or the target advertiser satisfying the preset product similarity from the RTB logs within the preset historical time period. The RTB transaction price data is determined as the RTB transaction price data within the preset historical time period.

It should be noted that the advertiser that meets the preset product similarity with the target advertiser may specifically be one or a combination of the following situations:

Situation 1. The products targeted by advertisements belong to the same product category.

For example, for example, the product category includes men's clothing and women's clothing, and the target advertiser's product is women's clothing A. If a certain advertiser B's product is men's clothing B, the preset product similarity between advertiser B and the target advertiser does not meet the preset product similarity. If the product of an advertiser B is women's clothing C, then the advertiser C and the target advertiser satisfy the preset product similarity.

Situation 2. The products targeted by the advertisement are produced in the same place.

For example, if the production place of the target advertiser's products is in Tianjin, the production place of advertiser B's products is in Beijing, and the production place of advertiser C's products is in Tianjin, then advertiser C and the target advertiser meet the preset product requirements. similarity.

Situation 3. The products targeted by the advertisement are sold in the same place.

For example, if the target advertiser's products are sold in Tianjin, advertiser B's products are sold in Beijing, and advertiser C's products are sold in Tianjin, the relationship between advertiser C and the target advertiser satisfies the preset requirements. product similarity.

Situation 4. The product sales price of the product targeted by the advertisement belongs to the same price area.

Take the price area as an example with 1,000 yuan as the dividing level: the price area may include the following: 1-1,000 yuan, 1,000-2,000 yuan, 2,000-3,000 yuan, and so on. For example, if the target advertiser's selling price is 200 yuan, the selling price of advertiser B's product is 300, and the selling price of advertiser C's product is 2000, then the relationship between advertiser B and the target advertiser satisfies the preset product similarity.

In the specific implementation process, S1022 may have multiple implementations, and four implementations are given below:

Embodiment 1: Determine RTB transaction price data belonging to the target advertiser from RTB logs within a preset historical time period.

Specifically, in this embodiment, the advertiser identifier of the target advertiser is sequentially compared with the advertiser identifier of each RTB transaction price record in the RTB log within the preset historical time period. If the advertiser identifier is compared The same, it is determined as the RTB transaction price record belonging to the target advertiser. If the advertiser ID is different, it is the RTB transaction price record that does not belong to the target advertiser, until the last entry in the RTB log within the preset historical time period is compared. RTB transaction price records, determine each RTB transaction price record belonging to the target advertiser, and collect the RTB transaction price data belonging to the target advertiser, namely: RTB transaction price data within a preset time period.

For example, the RTB log in the preset historical time period includes the following multiple RTB transaction price records: advertiser 00232-2 yuan, advertiser 00231-1.5 yuan, and advertiser 00232-1.1 yuan. The advertiser ID of the target advertiser is 00232, and the RTB transaction price records determined to belong to the target advertiser 00232 are specifically: advertiser 00232-2 yuan and advertiser 00232-1.1 yuan.

Through the first embodiment, RTB transaction price data that is more in line with the target advertiser's price expectation can be obtained.

Embodiment 2: Determine the RTB transaction price data of the advertiser that satisfies the preset product similarity with the target advertiser from RTB logs within a preset time period.

In the second embodiment, each RTB transaction price record in the RTB log within a preset period of time should include discrimination information for judging product similarity in addition to the advertiser's advertiser ID and RTB transaction price. For the description of the corresponding preset product similarity, each RTB transaction price record should also include discrimination information for judging the product similarity.

Compare the discriminant information of the target advertiser with the discriminant information in each RTB transaction price record in turn. If the comparison result shows that the preset product similarity is met, the RTB transaction price record is extracted. If the comparison result shows that it is not satisfied If the product similarity is preset, the RTB transaction price record will be discarded until the last RTB transaction price record in the RTB log within the preset time period is compared, and the extracted RTB transaction price records will be determined as the same as the target advertiser. RTB transaction price data of advertisers that meet the preset product similarity.

Specifically, each RTB transaction price record shall also include discrimination information for judging the similarity of products, including one or more of: product category information, production location information, sales location information, and sales price, including the following Steps a1~c1:

Execute step a1: compare the product information of the target advertiser with the product information in each RTB transaction price record in the RTB log within the preset time period to see if they are the same;

Step b1: Compare the production place information of the target advertiser with the production place information in each RTB transaction price record in the RTB log within a preset time period to see if they are the same.

Execute step c1: compare the sales location information of the target advertiser with the sales location information in each RTB transaction price record in the RTB log within the preset time period to see if they are the same;

Step d1 is executed: it is judged whether the sales price of the target advertiser and the sales price in each RTB transaction price record in the RTB log within the preset time period belong to the same price area.

Steps a1 to d1 do not have a strict execution sequence, and in the specific implementation process, they may be executed simultaneously, or may be executed in any order. It may be that if the result of any one or both of steps a1 to d1 is yes, it indicates that the preset product similarity is satisfied, or if the results of steps a1 to d1 are all yes, it indicates that the predetermined product similarity is satisfied.

Through the second embodiment, more RTB transaction price data can be obtained, the distribution of the obtained RTB transaction price data is more balanced, and RTB transaction price data that is more in line with media expectations can be obtained.

Embodiment 3: Determine the RTB transaction price data belonging to the target advertiser and the RTB transaction price data of the advertiser that satisfies the preset product similarity with the target advertiser from the RTB logs within the preset historical time period.

Through the third embodiment, RTB transaction price data that can balance the price expectations of the media and target advertisers is obtained.

In the third embodiment, it is specifically the set of RTB transaction price data determined by the first embodiment and the second embodiment. For the sake of brevity of the description, it will not be repeated here. Through the third embodiment, it is possible to obtain more RTB transaction price data with reference to the PMP customized selling price.

Embodiment 4: first perform step 1: search the RTB transaction price data belonging to the target advertiser from the RTB log in the preset historical time period; if the search result is empty, then perform step 2: from the preset historical time period Find the RTB transaction price data of advertisers who meet the preset product similarity with the target advertiser in the RTB log.

Specifically, in step 1, for an implementation manner of searching RTB transaction price data belonging to a target advertiser from RTB logs within a preset historical time period, reference may be made to Embodiment 1: for the sake of brevity of the description, it is not repeated in this embodiment. If the RTB transaction price records belonging to the target advertiser found in the RTB logs within the preset historical time period are less than the preset number, such as 0, such as 100, the RTB logs within the preset historical time period will be Find the RTB transaction price data of advertisers who meet the preset product similarity with the target advertiser.

Specifically, for the implementation of searching RTB transaction price data of advertisers that meet the preset product similarity with the target advertiser from RTB logs within a preset historical time period, the above-mentioned reference may be made to the second embodiment. For the brevity of the description, In this implementation manner, no detailed description is given. In the third embodiment, all RTB transaction price records belonging to the target advertiser and advertisers meeting the preset product similarity with the target advertiser are found in the RTB logs within the preset historical time period. The set is the RTB transaction price data within the historical time period described in step S102.

After step S102, then step S103 is performed: determining the pending RTB transaction price data that meets the delivery demand information from the RTB transaction price data within the preset historical time period.

Each RTB transaction price record in the RTB transaction price data within the preset historical time period also includes orientation information, which combines the delivery demand information with the orientation information of each RTB transaction price record in the RTB transaction price data within the preset historical time period. For comparison, if the comparison results are the same, keep the RTB transaction price record; if the comparison results are not the same, discard the RTB transaction price record.

Specifically, the targeting information corresponds to the delivery demand information. If the targeting information includes: geographic targeting, group targeting, and time targeting, perform the following steps a2 to c2:

Step a2: Compare the advertising placement region for the target advertiser with the regional orientation of each RTB transaction price record in the RTB transaction price data within the preset historical time period to see whether they are the same, or whether they belong to the same geographical scope.

Step b2: Compare the advertising delivery groups for the target advertisers with the group targeting of each RTB transaction price record in the RTB transaction price data within the preset historical time period to see whether they are the same, or whether they belong to the same group set.

Execution step c2: whether the time orientation of each RTB transaction price record in the RTB transaction price data in the pre-set historical time period for the advertisement delivery time of the target advertiser belongs to the same delivery time period;

Steps a2 to c2 do not have a strict execution sequence, and in the specific implementation process, they may be executed simultaneously, or may be executed in any order. It can be that if the result of any one or both of steps a2 to c2 is yes, it is the pending RTB transaction price data that meets the delivery demand information, or it can be that if the results of steps a2 to c2 are all yes, it is suitable for delivery. The pending RTB transaction price data of the demand information.

After step S103, step S104 is then executed to process the pre-set price adjustment strategy for the RTB transaction price data to be processed, and generate a PMP customized selling price for the target advertiser.

Specifically, there may be multiple implementations for step S104, which are described below:

Embodiment 1: Step S104 may specifically include the following steps S1041-S1042:

Step S1041 is executed to perform price statistics on the transaction price data of the RTB to be processed, and obtain RTB price statistics results.

Specifically, one of arithmetic average and weighted average is performed on the price values of each RTB transaction price record in the RTB transaction price data to be processed, and the RTB price statistics result is obtained.

In terms of the method of averaging, add the RTB transaction prices in each RTB transaction price record in the RTB transaction price data to be processed, and divide the addition result by the number of records of the RTB transaction price data to be processed. Get RTB price statistics.

As far as the weighted average method is concerned, the RTB transaction price of each transaction price record in the RTB transaction price data to be processed is multiplied by the corresponding weighted value, and the multiplication results are added to obtain the RTB price statistics result. Specifically, the weighted value corresponding to the RTB transaction price of each transaction price record belonging to the target advertiser is greater than the weighted value corresponding to the RTB transaction price in the transaction price records belonging to other advertisers.

Specifically, it is also possible to select each RTB transaction price record whose RTB transaction price is greater than the preset price limit in the RTB transaction price data to be processed, and then perform arithmetic average or weighted average calculation to obtain RTB price statistical results.

The preset price limit can be the result of the arithmetic average or weighted average of RTB transaction prices in each RTB transaction price record in the RTB transaction price data to be processed, or it can be a pre-existing fixed value in the PMP system, for the sake of brevity of the description. , this article will not repeat them.

Step S1042: Perform price adjustment processing on the RTB price statistics result to obtain the PMP customized selling price for the target advertiser.

Specifically, in one embodiment, price adjustment processing is performed on the RTB price statistics result according to preset price adjustment parameters, so as to obtain the PMP customized selling price for the target advertiser.

The preset price adjustment parameter can be a percentage value between 100% and 200%, and the RTB price statistics result is multiplied by the preset price adjustment parameter to obtain the PMP customized price for the target advertiser. For example, if the RTB price statistics result is 2 yuan, and the preset price adjustment parameter is 200%, then the PMP customized price for the target advertiser = 2 yuan * 200% = 4 yuan.

Through this embodiment, the price can be reasonably increased on the basis of the RTB price, and the PMP price can be customized.

In another embodiment, step S104 includes the following steps:

S1041': Perform price adjustment processing on RTB price statistics results according to preset price adjustment parameters to obtain an adjusted selling price for the target advertiser.

Specifically, the preset price adjustment parameter may be a percentage from 100% to 200%, and the adjusted price is obtained by multiplying the RTB price statistics result by the preset price adjustment parameter.

S1042': obtain current time information;

S1043': determine the price discount ratio corresponding to the current time information;

S1044': Discount the adjusted selling price according to the price discount ratio, and obtain the PMP customized selling price for the target advertiser.

For example, the price discount ratio may correspond to the time period of the day. For example, the price discount ratio corresponding to 0:00 to 5:00 in a day is 20%, and from 5:00 to 9:00 of the day The price discount ratio of the point is 10%. If the current time information is between 0:00 and 5:00, the adjusted price will be *80% to get the PMP customized price for the target advertiser. If the current time information If it is between 4:00 and 9:00, the adjusted price will be *90% to get the PMP customized price for the target advertiser. For example, if the adjusted price is 6 yuan, if it is between 0:00 and 5:00, the customized price of PMP for the target advertiser will be 4.8 yuan; if it is between 5:00 and 9:00, then The customized price of PMP for target advertisers is 5.4 yuan.

The time when the price discount ratio is set can also be a time period corresponding to a week, such as Monday to Friday, or a special time period of a year, such as January to March.

Through this embodiment, price adjustments that conform to different discount periods can be performed on the basis of RTB prices, so that the PMP customized selling price is more flexible and conforms to the actual situation in different periods, thus further improving the accuracy of the PMP customized selling price.

Based on the same inventive concept, an embodiment of the present invention provides a PMP selling price acquisition system, as shown in FIG. 2 , including the following program modules:

The delivery demand obtaining unit 201 is used to obtain the delivery demand information for the target advertiser;

A transaction price data acquisition unit 202, configured to acquire real-time bidding RTB transaction price data within a preset historical time period;

The transaction price data determination unit 203 is used to determine the pending RTB transaction price data that meets the delivery demand information from the RTB transaction price data within the preset historical time period;

The price adjustment unit 204 is configured to perform processing of a preset price adjustment strategy on the transaction price data of the RTB to be processed, and generate a PMP customized selling price in the private trading market for the target advertiser.

In a specific embodiment, the delivery demand obtaining unit 201 includes:

an information receiving subunit for receiving user input information;

The information determination subunit is used for determining the delivery demand information for the target advertiser according to the user input information.

In a specific implementation manner, acquiring the delivery demand information for the target advertiser includes:

Obtain one or more types of delivery demand information among the advertisement delivery time for the target advertiser, the advertisement delivery area for the target advertiser, and the advertisement delivery group for the target advertiser.

In a specific embodiment, the transaction price data acquisition unit 202 includes:

The first log acquisition subunit is used to acquire RTB logs within a preset historical time period from the RTB system;

The first data determination subunit is used to determine the RTB transaction price data belonging to the target advertiser from the RTB log in the preset historical time period, and/or the advertiser that meets the preset product similarity with the target advertiser RTB transaction price data.

In a specific embodiment, the transaction price data acquisition unit 202 includes:

The second log acquisition subunit is used to acquire RTB logs within a preset historical time period from the RTB system;

The first data search subunit is used to search the RTB transaction price data belonging to the target advertiser from the RTB log in the preset historical time period;

The second data search subunit is used for the search result of the first data search subunit to be empty, and searches for the RTB of the advertiser that satisfies the preset product similarity with the target advertiser from the RTB logs within the preset historical time period transaction price data.

In a specific embodiment, the price adjustment unit 204 includes:

The price statistics sub-unit is used to perform price statistics on the RTB transaction price data to be processed, and obtain RTB price statistics results;

The price adjustment processing subunit is used to perform price adjustment processing on the RTB price statistics result, and obtain the PMP customized selling price for the target advertiser.

In a specific embodiment, the price adjustment processing subunit is specifically used for:

According to the preset price adjustment parameters, price adjustment processing is performed on the RTB price statistical results, and the PMP customized selling price for the target advertiser is obtained.

In a specific embodiment, the price adjustment processing subunit is specifically used for:

Perform price adjustment processing on RTB price statistics results according to the preset price adjustment parameters, and obtain the adjusted selling price for the target advertiser;

Get current time information;

Determine the price discount ratio corresponding to the current time information;

The adjusted selling price is subjected to discount processing according to the price discount ratio to obtain the PMP customized selling price for the target advertiser.

Based on the same inventive concept, an embodiment of the present invention provides a computer-readable storage medium 301. Referring to FIG. 3, a computer program 302 is stored thereon. The steps of any one of the embodiments.

Based on the same inventive concept, an embodiment of the present invention provides a PMP selling price acquisition device, including a memory, a processor, and a computer program stored in the memory and running on the processor, the processor implements the foregoing when executing the program The steps described in any one of the embodiments of the method for obtaining the selling price of the PMP.

FIG. 4 is a schematic structural diagram of a PMP selling price acquisition device in an embodiment of the present invention. The PMP selling price acquisition device 1900 may vary greatly due to different configurations or performances, and may include one or more central processing units (CPU) 1922 (eg, one or more processors) and a memory 1932, One or more storage media 1930 (eg, one or more mass storage devices) that store applications 1942 or data 1944. Among them, the memory 1932 and the storage medium 1930 may be short-term storage or persistent storage. The program stored in the storage medium 1930 may include one or more modules (not shown in the figure), and each module may include a series of instruction operations on the selling price acquisition device. Furthermore, the central processing unit 1922 may be configured to communicate with the storage medium 1930 to execute a series of instruction operations in the storage medium 1930 on the PMP selling price acquisition device 1900 .

The selling price acquisition device 1900 may also include one or more power supplies 1926, one or more wired or wireless network interfaces 1950, one or more input output interfaces 1958, one or more keyboards 1956, and/or, one or more Operating system 1941, such as Windows ServerTM, Mac OS XTM, UnixTM, LinuxTM, FreeBSDTM, etc.

Since the described electronic device is an electronic device used to implement the method for obtaining the selling price of the PMP in the embodiment of the present invention, based on the method for obtaining the selling price of the PMP introduced in the embodiment of the present invention, those skilled in the art can understand this embodiment The specific implementation manner of the electronic device and its various modifications, so how the electronic device implements the method in the embodiment of the present invention will not be described in detail here. As long as the electronic equipment used by those skilled in the art to implement the method for obtaining the selling price of the PMP in the embodiment of the present invention belongs to the intended protection scope of the present invention.

One or more embodiments provided by the embodiments of the present invention achieve at least the following technical effects or advantages:

By obtaining the delivery demand information for the target advertisers and the real-time bidding RTB transaction price data within the preset historical time period; then determine the pending RTB transaction price that meets the delivery demand information from the RTB transaction price data within the preset historical time period Finally, the pre-set price adjustment strategy is processed on the RTB transaction price data to be processed, and the PMP customized price for the target advertiser is generated, so that the existing RTB transaction price data can be analyzed based on the delivery demand information representing the advertiser's delivery demand. Perform screening to screen out the RTB transaction price data that meets the delivery demand information, and then process this part of the selected RTB transaction price data based on the preset price adjustment strategy to obtain customized pricing for the PMP price. The obtained PMP price is not It is arbitrarily set artificially, and there are historical and basic prices to rely on, so it can meet the expected price balance between the media and customers, and the price will not be too high or too low. Therefore, the price of the PMP price is increased. Pricing accuracy.

As will be appreciated by one skilled in the art, embodiments of the present invention may be provided as a method, system, or computer program product. Accordingly, the present invention may take the form of an entirely hardware embodiment, an entirely software embodiment, or an embodiment combining software and hardware aspects. Furthermore, the present invention may take the form of a computer program product embodied on one or more computer-usable storage media (including, but not limited to, disk storage, CD-ROM, optical storage, etc.) having computer-usable program code embodied therein.

The present invention is described with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the invention. It will be understood that each flow and/or block in the flowchart illustrations and/or block diagrams, and combinations of flows and/or blocks in the flowchart illustrations and/or block diagrams, can be implemented by computer program instructions. These computer program instructions may be provided to the processor of a general purpose computer, special purpose computer, embedded processor or other programmable data processing device to produce a machine such that the instructions executed by the processor of the computer or other programmable data processing device produce Means for implementing the functions specified in a flow or flow of a flowchart and/or a block or blocks of a block diagram.

These computer program instructions may also be stored in a computer-readable memory capable of directing a computer or other programmable data processing apparatus to function in a particular manner, such that the instructions stored in the computer-readable memory result in an article of manufacture comprising instruction means, the instructions The apparatus implements the functions specified in the flow or flow of the flowcharts and/or the block or blocks of the block diagrams.

These computer program instructions can also be loaded on a computer or other programmable data processing device to cause a series of operational steps to be performed on the computer or other programmable device to produce a computer-implemented process such that The instructions provide steps for implementing the functions specified in the flow or blocks of the flowcharts and/or the block or blocks of the block diagrams.

Although preferred embodiments of the present invention have been described, additional changes and modifications to these embodiments may occur to those skilled in the art once the basic inventive concepts are known. Therefore, the appended claims are intended to be construed to include the preferred embodiment and all changes and modifications that fall within the scope of the present invention.

It will be apparent to those skilled in the art that various modifications and variations can be made in the present invention without departing from the spirit and scope of the invention. Thus, provided that these modifications and variations of the present invention fall within the scope of the claims of the present invention and their equivalents, the present invention is also intended to include these modifications and variations.

The present invention discloses A1, a method for obtaining the selling price of PMP, comprising:

Obtain information on the delivery demand of target advertisers;

Obtain real-time bidding RTB transaction price data within a preset historical time period;

Determine from the RTB transaction price data in the preset historical time period the pending RTB transaction price data that meets the delivery demand information;

A preset price adjustment strategy is processed on the RTB transaction price data to be processed, and a PMP customized price in the private trading market for the target advertiser is generated.

A2. According to the method for obtaining the selling price of the PMP described in A1, the obtaining of the delivery demand information for the target advertiser includes:

receive user input;

The delivery demand information for the target advertiser is determined according to the user input information.

A3. According to the method for obtaining the selling price of PMP according to A1, the obtaining information on the delivery demand of the target advertiser includes:

Acquiring one or more types of delivery demand information among the advertisement delivery time for the target advertiser, the advertisement delivery area for the target advertiser, and the advertisement delivery group for the target advertiser.

A4. According to the PMP selling price acquisition method described in A1, the acquisition of RTB transaction price data within a preset historical time period includes:

Obtain RTB logs within the preset historical time period from the RTB system;

From the RTB logs within the preset historical time period, determine the RTB transaction price data belonging to the target advertiser, and/or the RTB transaction with the target advertiser that satisfies the preset product similarity price data.

A5. According to the PMP selling price acquisition method described in A1, the acquisition of RTB transaction price data within a preset historical time period includes:

Obtain RTB logs within the preset historical time period from the RTB system;

From the RTB log in the preset historical time period, find the RTB transaction price data belonging to the target advertiser;

If the search result is empty, the RTB transaction price data of the advertiser that satisfies the preset product similarity with the target advertiser is searched from the RTB log in the preset historical time period.

A6. According to the PMP selling price acquisition method described in A4 or A5, the processing of the preset price adjustment strategy is performed on the RTB transaction price data to be processed, and the PMP customized selling price for the target advertiser is generated, including:

Perform price statistics on the RTB transaction price data to be processed to obtain RTB price statistics results;

A price adjustment process is performed on the RTB price statistics result to obtain the PMP customized selling price for the target advertiser.

A7. According to the method for obtaining the selling price of PMP according to A6, the price adjustment process is performed on the statistical result of the RTB price to obtain the customized selling price of the PMP for the target advertiser, including:

A price adjustment process is performed on the RTB price statistics result according to preset price adjustment parameters to obtain the PMP customized selling price for the target advertiser.

A8. According to the method for obtaining the selling price of PMP according to A6, performing price adjustment processing on the statistical result of RTB price to obtain the customized selling price of PMP for the target advertiser, including:

Perform price adjustment processing on the RTB price statistics results according to preset price adjustment parameters to obtain the adjusted selling price for the target advertiser;

Get current time information;

determining the price discount ratio corresponding to the current time information;

The adjusted selling price is subjected to discount processing according to the price discount ratio to obtain the PMP customized selling price for the target advertiser.

The invention discloses B9, a PMP selling price acquisition system, comprising:

The delivery demand obtaining unit is used to obtain the delivery demand information for the target advertiser;

A transaction price data acquisition unit, used to acquire real-time bidding RTB transaction price data within a preset historical time period;

a transaction price data determination unit, configured to determine the pending RTB transaction price data that meets the delivery demand information from the RTB transaction price data within the preset historical time period;

The price adjustment unit is configured to process the preset price adjustment strategy on the transaction price data of the RTB to be processed, and generate a PMP customized price in the private trading market for the target advertiser.

B10. According to the PMP selling price acquisition system described in B9, the delivery demand acquisition unit includes:

an information receiving subunit for receiving user input information;

An information determination subunit, configured to determine the delivery demand information for the target advertiser according to the user input information.

B11. According to the PMP selling price acquisition system described in B9, the acquisition of the delivery demand information for target advertisers includes:

Acquiring one or more types of delivery demand information among the advertisement delivery time for the target advertiser, the advertisement delivery area for the target advertiser, and the advertisement delivery group for the target advertiser.

B12. According to the PMP selling price acquisition system described in B9, the transaction price data acquisition unit includes:

a first log acquisition subunit, used for acquiring the RTB log in the preset historical time period from the RTB system;

The first data determination subunit is used to determine the RTB transaction price data belonging to the target advertiser from the RTB log in the preset historical time period, and/or meet the preset requirements with the target advertiser. The RTB transaction price data of advertisers with product similarity.

B13. According to the PMP selling price acquisition system described in B9, the transaction price data acquisition unit includes:

The second log acquisition subunit is used to acquire the RTB log in the preset historical time period from the RTB system;

a first data search subunit, used for searching RTB transaction price data belonging to the target advertiser from the RTB log in the preset historical time period;

The second data search subunit is used for the search result of the first data search subunit to be empty, and searches the RTB logs within the preset historical time period to search for products that are similar to the target advertisers that meet the preset requirements The RTB transaction price data of the advertisers of the degree.

B14. The PMP selling price acquisition system according to B12 or B13, the price adjustment unit includes:

A price statistics subunit, used to perform price statistics on the RTB transaction price data to be processed, and obtain RTB price statistics results;

A price adjustment processing subunit, configured to perform price adjustment processing on the RTB price statistics result to obtain the PMP customized selling price for the target advertiser.

B15. The PMP selling price acquisition system according to B14, the price adjustment processing subunit is specifically used for:

A price adjustment process is performed on the RTB price statistics result according to preset price adjustment parameters to obtain the PMP customized selling price for the target advertiser.

B16. The PMP selling price acquisition system according to B14, the price adjustment processing subunit is specifically used for:

Perform price adjustment processing on the RTB price statistics results according to preset price adjustment parameters to obtain the adjusted selling price for the target advertiser;

Get current time information;

determining the price discount ratio corresponding to the current time information;

The adjusted selling price is subjected to discount processing according to the price discount ratio to obtain the PMP customized selling price for the target advertiser.

The present invention discloses C17, a computer-readable storage medium on which a computer program is stored, and when the program is executed by a processor, implements the steps described in any one of claims A1-A8.

The invention discloses D18 a PMP selling price acquisition device, comprising a memory, a processor and a computer program stored in the memory and running on the processor, the processor implementing the program in claims A1-A8 when the processor executes the program any of the steps described above.

Claims (10)

1. a kind of PMP price acquisition methods characterized by comprising

Obtain the dispensing demand information for being directed to targeted advertisements master；

Obtain the real time bid RTB knock-down price data in default historical time section；

The to be processed of the dispensing demand information is determined for compliance with from the RTB knock-down price data in the default historical time section RTB knock-down price data；

The processing that the RTB knock-down price data to be processed are carried out with default price-adjusting strategy, generates for the targeted advertisements master's Privately owned trade market PMP customizes price.

2. PMP price acquisition methods as described in claim 1, which is characterized in that described to obtain the throwing for being directed to targeted advertisements master Put demand information, comprising:

It receives user and inputs information；

The determining dispensing demand information for being directed to the targeted advertisements master of information is inputted according to the user.

3. PMP price acquisition methods as described in claim 1, which is characterized in that described to obtain the throwing for being directed to targeted advertisements master Put demand information, comprising:

Obtain the advertisement release time for the targeted advertisements master, region, needle are launched in the advertisement for the targeted advertisements master The dispensing demand information of one or more of group is launched to the advertisement of the targeted advertisements master.

4. PMP price acquisition methods as described in claim 1, which is characterized in that described to obtain in default historical time section RTB knock-down price data, comprising:

The RTB log in the default historical time section is obtained from RTB system；

From the RTB log in the default historical time section, the RTB knock-down price data for belonging to the targeted advertisements master are determined, And/or meet the RTB knock-down price data of the advertiser of pre-set product similarity between the targeted advertisements master.

5. PMP price acquisition methods as described in claim 1, which is characterized in that described to obtain in default historical time section RTB knock-down price data, comprising:

The RTB log in the default historical time section is obtained from RTB system；

From the RTB log in the default historical time section, the RTB knock-down price data for belonging to the targeted advertisements master are searched；

If lookup result be sky, from the RTB log in the default historical time section search with the targeted advertisements master it Between meet pre-set product similarity advertiser RTB knock-down price data.

6. PMP price acquisition methods as described in claim 4 or 5, which is characterized in that described to strike a bargain to the RTB to be processed For valence mumber according to the processing for carrying out default price-adjusting strategy, the PMP generated for the targeted advertisements master customizes price, comprising:

Price statistics are carried out to the RTB knock-down price data to be processed, obtain RTB price statistics result；

Price adjustment processing is carried out to the RTB price statistics result, obtains the PMP customization price for the targeted advertisements master.

7. PMP price acquisition methods as claimed in claim 6, which is characterized in that it is described to the RTB price statistics result into Row price adjustment processing obtains the PMP customization price for the targeted advertisements master, comprising:

Price adjustment processing is carried out to the RTB price statistics result according to default price adjustment parameter, is obtained for the targeted advertisements master PMP customize price.

8. a kind of PMP price obtains system characterized by comprising

Dispensing demand acquiring unit, for obtaining the dispensing demand information for being directed to targeted advertisements master；

Knock-down price data capture unit, for obtaining the real time bid RTB knock-down price data in default historical time section；

Knock-down price data determination unit, for being determined for compliance with institute from the RTB knock-down price data in the default historical time section State the RTB knock-down price data to be processed for launching demand information；

Unit of readjusting prices is generated for the RTB knock-down price data to be processed to be carried out with the processing of default price-adjusting strategy for described The privately owned trade market PMP of targeted advertisements master customizes price.

9. a kind of computer readable storage medium, is stored thereon with computer program, which is characterized in that the program is held by processor Step of any of claims 1-7 is realized when row.

10. a kind of PMP price obtains equipment, including memory, processor and storage can transport on a memory and on a processor Capable computer program, which is characterized in that the processor is realized described in any one of claim 1-7 when executing described program The step of.