CN114282947A - Live broadcast advertisement resource delivery control method, system, device, equipment and storage medium - Google Patents

Abstract

The present application relates to a method, system, device, device and storage medium for controlling the delivery of live broadcast advertising resources, and belongs to the technical field of network live broadcast. In this application, a benefit conversion model is constructed and trained by using the cost information and income information of the target live broadcast advertising resources in the historical time period, and the first income prediction information of the target live broadcast advertising resources within the target time is obtained. When the revenue target is set, obtain the revenue information of the target live advertising resources during the pause time and recalculate the revenue forecast information of the target live advertising resources, so as to avoid the delay in data reception caused by network anomalies, resulting in incorrect calculation of the revenue of the live advertising resources, so that the high quality If the live broadcast advertising resources are stopped by mistake, at the same time, the low-yield live broadcast advertising resources can be closed in time to reduce the control cost of live broadcast advertising resources and improve the advertising efficiency.

Description

Method, system, device, device and storage medium for controlling the delivery of live advertising resources

technical field

The present application relates to the technical field of live broadcast, and in particular, to a method, system, device, device and storage medium for controlling the delivery of live broadcast advertising resources.

Background technique

With the development of Internet technology, watching the live video component of the anchor in the live broadcast room has become people's daily entertainment activities. The live broadcast platform can increase the market occupancy rate and live broadcast viewing rate of live broadcast software by placing advertisements for live broadcast events in major media. However, with the increasing number of users watching live broadcasts, the number of users attracted by advertisements decreases. The cost of advertising is increasing day by day.

SUMMARY OF THE INVENTION

Based on this, the purpose of this application is to provide a method, system, device, equipment and storage medium for controlling the delivery of live broadcast advertising resources, and to propose a method for controlling the delivery of live broadcast advertising resources, which can close low-yield live broadcast advertising resources in time and reduce the Advertising resource delivery to control costs and improve advertising delivery efficiency.

According to a first aspect of the embodiments of the present application, a method for controlling the delivery of live advertising resources is provided, and the method for controlling the delivery of live advertising resources includes:

Obtain the cost information and income information of the target live advertising resources in the historical time period from the server side of the delivery channel;

constructing and training a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time period according to the cost information and benefit information of the historical time period;

Using the benefit conversion model to obtain the first revenue forecast information of the target live broadcast advertising resources within the target time;

If the first revenue forecast information does not reach the preset revenue target, send a request for pause delivery to the server of the delivery channel to obtain revenue information of the target live broadcast advertising resources within the pause time; wherein the request for pause delivery includes preset the suspension time;

According to the income information of the target live broadcast advertising resources during the pause time, the cost information and the income information of the historical time period, retrain the benefit conversion model for obtaining the income prediction information of the target live broadcast advertising resources within the target time, and use the The retrained benefit conversion model obtains the second revenue forecast information of the target live broadcast advertising resources within the target time;

If the second revenue forecast information has not yet reached the preset revenue target, the target live broadcast advertising resource is identified as the closed live broadcast advertising resource, and a shutdown request is sent to the delivery channel server side, so that the delivery channel server side Stop serving the said closed live inventory.

According to a second aspect of the embodiments of the present application, a system for controlling the delivery of live advertising resources is provided, including a server side and a viewer side;

The server side of the delivery channel obtains the cost information and income information of the target live advertising resources in the historical time period and sends them to the server side;

The server uses the benefit conversion model to obtain the first revenue prediction information of the target live broadcast advertising resources within the target time;

When the first revenue forecast information does not reach the preset revenue target, the server sends a request for pause delivery to the server side of the delivery channel, and obtains revenue information of the target live broadcast advertising resources within the pause time; wherein, the request for pause delivery including preset pause times;

The server retrains the benefit conversion model used to obtain the revenue prediction information of the target live advertising resources within the target time according to the revenue information of the target live advertising resources during the pause time, the cost information and the revenue information of the historical time period, and uses The retrained benefit conversion model obtains the second revenue prediction information of the target live broadcast advertising resources within the target time;

When the second revenue forecast information has not yet reached the preset revenue target, the server side identifies the target live broadcast advertising resource as the closed live broadcast advertising resource, and sends a shutdown request to the delivery channel server, so that the delivery The channel server side stops delivering the said closed live broadcast advertising resources.

According to a third aspect of the embodiments of the present application, a device for controlling the delivery of live advertising resources is provided, the device comprising:

The historical information acquisition module is used to acquire the cost information and income information of the target live advertising resources in the historical time period from the server side of the delivery channel;

a model training module, used for constructing and training a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time period according to the cost information and benefit information of the historical time period;

a first prediction module, configured to obtain the first revenue prediction information of the target live broadcast advertising resources within the target time by using the benefit conversion model;

A pause module, configured to send a pause delivery request to the delivery channel server if the first revenue forecast information does not reach the preset revenue target, and obtain revenue information of the target live broadcast advertising resources within the pause time; wherein the pause The serving request includes a preset pause time;

The second prediction module is configured to retrain a method for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time according to the income information of the target live broadcast advertising resources during the pause time, the cost information and the income information of the historical time period. a benefit conversion model, using the retrained benefit conversion model to obtain the second revenue forecast information of the target live broadcast advertising resources within the target time;

The shutdown module is configured to identify the target live broadcast advertising resource as the shutdown live broadcast advertising resource if the second revenue forecast information has not yet reached the preset revenue target, and send a shutdown request to the delivery channel server, so that The server side of the delivery channel stops delivering the closed live broadcast advertising resources.

According to a fourth aspect of the embodiments of the present application, an electronic device is provided, including: a processor and a memory; wherein, the memory stores a computer program, and the computer program is adapted to be loaded by the processor and execute any item The described method for controlling the delivery of live advertising resources.

According to a fifth aspect of the embodiments of the present application, there is provided a computer-readable storage medium on which a computer program is stored, and when the computer program is executed by a processor, implements any one of the methods for controlling the delivery of live advertising resources.

In this application, a benefit conversion model is constructed and trained by using the cost information and income information of the target live broadcast advertising resources in the historical time period, and the first income prediction information of the target live broadcast advertising resources within the target time is obtained. When the revenue target is set, obtain the revenue information of the target live advertising resources during the pause time and recalculate the revenue forecast information of the target live advertising resources, so as to avoid the delay in data reception caused by network anomalies, resulting in incorrect calculation of the revenue of the live advertising resources, so that the high quality The delivery of live broadcast advertising resources is wrongly stopped. At the same time, low-yield live broadcast advertising resources can be closed in time to reduce the control cost of live broadcast advertising resources and improve the efficiency of advertising delivery.

It is to be understood that both the foregoing general description and the following detailed description are exemplary and explanatory only and are not limiting of the present application.

For better understanding and implementation, the present application is described in detail below with reference to the accompanying drawings.

Description of drawings

1 is a schematic diagram of an application environment of a method for controlling the delivery of live advertising resources provided by an embodiment of the present application;

FIG. 2 is a flowchart of a method for controlling the delivery of live advertising resources provided by an embodiment of the present application;

FIG. 3 is a schematic structural diagram of a device for controlling the delivery of live advertising resources according to an embodiment of the present application;

FIG. 4 is a schematic structural diagram of an electronic device according to an embodiment of the present application.

Detailed ways

In order to make the objectives, technical solutions and advantages of the present application clearer, the embodiments of the present application will be described in further detail below with reference to the accompanying drawings.

It should be clear that the described embodiments are only a part of the embodiments of the present application, but not all of the embodiments. Based on the embodiments in the present application, all other embodiments obtained by those of ordinary skill in the art without creative work fall within the protection scope of the present application.

Where the following description refers to the drawings, the same numerals in different drawings refer to the same or similar elements unless otherwise indicated. The implementations described in the illustrative examples below are not intended to represent all implementations consistent with this application. Rather, they are merely examples of apparatus and methods consistent with some aspects of the present application, as recited in the appended claims.

In the description of this application, it should be understood that the terms "first", "second", "third", etc. are only used to distinguish similar objects, and are not necessarily used to describe a specific sequence or sequence, nor can understood as indicating or implying relative importance. For those of ordinary skill in the art, the specific meanings of the above terms in this application can be understood according to specific situations. As used in this application and the appended claims, the singular forms "a," "the," and "the" are intended to include the plural forms as well, unless the context clearly dictates otherwise. The words "if"/"if" as used herein may be interpreted as "at the time of" or "when" or "in response to determining". Also, in the description of the present application, unless otherwise specified, "a plurality" means two or more. "And/or", which describes the association relationship of the associated objects, means that there can be three kinds of relationships, for example, A and/or B, which can mean that A exists alone, A and B exist at the same time, and B exists alone. The character "/" generally indicates that the associated objects are an "or" relationship.

Please refer to FIG. 1 . FIG. 1 is a schematic diagram of an application scenario of a method for controlling the delivery of live advertising resources provided by an embodiment of the present application. 30.

The server side 10 is the broadcaster of live advertisement resources, the server side 10 is connected with the delivery channel server side 20, the delivery channel server side 20 is connected with the client 30, and the server side 10 sends the live broadcast advertisement resources to be delivered to the delivery channel server side 20, The delivery channel server 20 delivers the advertisement to the client 30 .

The delivery channel server side 20 is configured with a direct-casting engine for direct advertising, a shuffling engine for shuffling advertisements, and a programmatic engine associated with the shuffling engine, and the programmatic engine is used to The target advertisement determined after the shuffled by the ranking engine is delivered to the client 30 .

The hardware pointed to by the viewer terminal 30 essentially refers to computer equipment, specifically, as shown in FIG. 1 , it may be a type of computer equipment such as a smart phone, an intelligent interactive tablet, and a personal computer. Both the delivery channel server 20 and the viewer 30 can access the Internet through a known network access method, and establish a data communication link with the server 10 .

The delivery channel server 20 obtains the cost information and income information of the target live advertising resources in the historical time period and sends them to the server;

The server side 10 obtains the first revenue forecast information of the target live broadcast advertising resources within the target time by using the benefit conversion model;

When the first revenue forecast information does not reach the preset revenue target, the server end 10 sends a suspension delivery request to the delivery channel server end, and obtains revenue information of the target live broadcast advertising resources within the suspension time; wherein, the suspension delivery The request includes a preset pause time;

The server end 10 retrains the benefit conversion model for acquiring the revenue prediction information of the target live broadcast advertising resources within the target time according to the revenue information of the target live broadcast advertising resources during the pause time, the cost information and the revenue information of the historical time period, Using the retrained benefit conversion model to obtain the second revenue forecast information of the target live broadcast advertising resources within the target time;

When the second revenue forecast information has not yet reached the preset revenue target, the server end 10 identifies the target live broadcast advertising resources as closed live advertising resources, and sends a shutdown request to the delivery channel server, so that the The server side of the delivery channel stops delivering the said closed live broadcast advertising resources.

Example:

A method for controlling the delivery of live advertising resources provided by the embodiments of the present application will be described in detail below with reference to the accompanying drawings.

Referring to FIG. 2 , an embodiment of the present application provides a method for controlling the delivery of live advertising resources, which can be applied to the server 10 and includes the following steps:

S101: Obtain the cost information and income information of the target live broadcast advertising resources in the historical time period from the server side of the delivery channel;

The target live broadcast advertisement resource may be the live broadcast advertisement resource to be controlled selected by the user, which may include at least one live broadcast advertisement resource.

It should be noted that the target live broadcast advertising resources described in this application are the live broadcast advertising resources that have been placed on the server side of the delivery channel for a period of time.

In this step S101, the server side may send a revenue request instruction to the delivery channel server side, and the revenue request instruction may include identity information such as the identifier and ID of the target live broadcast advertising resource returned by the request, and the delivery channel server side responds to the revenue request instruction. The returned cost information and revenue information of the target live advertising resources in the historical time period are sent to the server.

The cost information is the cost consumed by placing the target live broadcast advertising resources, which can be obtained according to information such as the delivery time of the target live broadcast advertising resources, the delivery orientation, and the delivery quotation on the server side of the delivery channel.

The income information is the income that can be obtained by the server after placing the target live broadcast advertisement resource, for example, it may be the exposure rate of the live broadcast advertisement resource, the click rate, or the conversion rate of the registered users of the live broadcast software, etc.

S102: Build and train a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time period according to the cost information and benefit information of the historical time period;

The benefit conversion model is used to obtain the revenue forecast information of the target live broadcast advertising resources within the target time, and the target time here may be a future period set by the user.

The benefit conversion model is used to establish the mapping relationship between the time period, cost information and benefit information. In this step, the cost information and benefit information of the historical time period are used to construct and train the benefit conversion model. The benefit conversion model can reflect the time period, cost The mapping relationship between information and revenue information.

The benefit conversion model of the present application can be used to calculate the income of live broadcast advertising resources under a larger budget, which involves many calculation parameters and a large amount of data calculation. And before training the benefit conversion model used to obtain the revenue prediction information of the target live broadcast advertising resources within the target time, it also includes the following steps:

Get the minimum budget value of the distribution channel server-side delivery;

Build and train a CTR prediction model based on the budget value and CTR of the target live advertising resources in the historical period;

Inputting the minimum budget value into the click-through rate prediction model to obtain a click-through rate prediction value;

If the predicted value of the click-through rate is lower than the preset click-through rate threshold, the target live broadcast advertising resource is identified as the closed live broadcast advertising resource, and a shutdown request is sent to the delivery channel server to stop the delivery channel server. Serve the shut down live broadcast inventory.

Wherein, the budget value of the historical time period can be obtained from the cost information, and the click-through rate of the historical time period can be obtained from the income information.

If the predicted CTR calculated by using the CTR prediction model is lower than the preset CTR threshold, it means that the target live broadcast advertising resources cannot meet the minimum budget value required for server-side delivery of the delivery channel, and the target live broadcast advertising resources can be directly closed. , no additional calculation is required, and the efficiency of live broadcast advertising resource delivery control is improved.

If the CTR prediction value is higher than the preset CTR threshold value, the budget value input to the CTR prediction model may be gradually increased according to the preset budget increase value, and the output CTR prediction value may be obtained;

If the output CTR prediction value is still higher than the preset CTR threshold, construct and train the benefit conversion used to obtain the revenue prediction information of the target live advertising resources within the target time period according to the cost information and income information of the historical time period Model.

Or, in another embodiment, before constructing and training the benefit conversion model for acquiring the revenue prediction information of the target live broadcast advertising resources within the target time, the following steps are further included:

According to the delivery time and the click rate, obtain the click rate per unit time;

If the click-through rate per unit time is lower than the preset click-through rate per unit time threshold, the target live broadcast advertising resource is identified as the closed live broadcast advertising resource, and a shutdown request is sent to the delivery channel server, so that the delivery channel The server side stops delivering the closed live broadcast advertising resources.

Wherein, the delivery time can be obtained from the cost information, and the click-through rate of the historical time period can be obtained from the income information.

For the target live broadcast advertising resources with a low conversion rate per unit time, it means that the advertising benefits generated by the target live broadcast advertising resources are also low. At this time, the target live broadcast advertising resources can be directly closed without additional calculation, and the delivery of live broadcast advertising resources can be improved. Control efficiency.

S103: Use the benefit conversion model to obtain first revenue prediction information of the target live broadcast advertising resources within the target time;

The first revenue prediction information is used to determine the revenue that can be obtained by placing the target live broadcast advertising resources within the target time. Specifically, the first revenue prediction information is used to determine the clicks that can be obtained by placing the target live broadcast advertising resources within the target time. Rate,

In one embodiment, the cost information includes budget value, placement orientation information, and placement time, and the benefit information includes a return on investment ratio; wherein, the benefit conversion model takes budget, placement orientation information, and placement time as independent variables, Build a benefit conversion model with the investment return ratio as the dependent variable;

The step of using the benefit conversion model to obtain the first revenue forecast information of the target live broadcast advertising resources within the target time includes:

Acquire preset adjustment range information; wherein, the adjustment range information includes budget range, delivery targeting range and delivery time range;

Adjust the budget of the benefit conversion model, the delivery orientation information and the delivery time according to the adjustment range information to obtain the maximum return on investment ratio;

If the maximum investment return ratio exceeds a preset investment return ratio threshold, it is determined that the first income prediction information reaches a preset income target.

ROI is the ratio of click-through rate to budget.

If it is determined that the first revenue forecast information reaches the preset revenue target, it is considered that the target live broadcast advertising resources have certain advertising benefits, and the advertising benefits of the target live broadcast advertising resources can be further improved by adjusting the placement plan of the target live broadcast advertising resources. Preferably, after obtaining the maximum investment return ratio, the following steps are further included:

Obtain the delivery budget, delivery targeting information and delivery time with the highest ROI;

According to the budget, delivery orientation information and delivery time, adjust the delivery method of the target live advertising resources, generate delivery adjustment requests, and send the delivery adjustment request to the delivery channel server, so that the delivery channel server The delivery request adjusts the delivery method of the target live advertising resources.

Adjusting the delivery method of the target live broadcast advertising resources may include adjusting the budget, delivery orientation information and delivery time of the target live broadcast advertising resources. For example, the delivery method of the target live broadcast advertising resources may be adjusted according to the delivery budget with the highest return on investment ratio, delivery targeting information and delivery time.

S104: If the first revenue prediction information does not reach the preset revenue target, send a request to pause delivery to the delivery channel server to obtain revenue information of the target live broadcast advertising resources within the pause time; wherein the request to pause delivery includes preset pause time;

The revenue target can be the revenue target value preset by the user. If the revenue prediction value corresponding to the first revenue prediction information is greater than or equal to the revenue target value, it is determined that the first revenue prediction information has reached the preset revenue target; otherwise, if the first revenue prediction information If the corresponding revenue prediction value is less than the revenue up-to-standard value, it is determined that the first revenue prediction information does not reach the preset revenue target.

When encountering the influence of the external environment such as abnormal network connection or special marketing activities, it may affect the normal acquisition of the income information of the target live advertising resources, that is, the income information obtained at this time is lower than that of the normal delivery. It is judged whether to stop the delivery of the target live advertising resources according to whether the first revenue forecast information reaches the preset revenue target, which may cause misjudgment and affect the delivery efficiency.

Therefore, when the first revenue forecast information fails to reach the preset revenue target, a request for pause delivery is sent to the delivery channel server to obtain the cost information and revenue information of the target live broadcast advertising resources within the pause time. At this time, the pause time The revenue information of the target live broadcast advertising resources affected by the network delay shall be regarded as the revenue information of the target live broadcast advertising resources in the historical period.

If the first revenue forecast information reaches the preset revenue target, it is considered that there is a certain advertising benefit, and it can be saved in the high-quality live broadcast advertising resource database for subsequent use, or by issuing a prompt signal for adjusting the delivery demand, prompting Users adjust the delivery plan in a timely manner to further improve the advertising efficiency of high-quality live broadcast advertising resources.

Among them, the prompt signal may notify the corresponding advertising operator in the form of short message, WeChat, and email. Wherein, the notification to the corresponding advertisement operator may be a device that sends a prompt signal to the advertisement operator pre-bound on the server.

Specifically, after using the benefit conversion model to obtain the first revenue prediction information of the target live broadcast advertising resources within the target time, the following steps are further included:

If the first revenue forecast information reaches the preset revenue target, identifying the target live broadcast advertising resource as a high-quality live broadcast advertising resource and saving it in a high-quality live broadcast advertising resource database;

In response to the delivery demand information for the high-quality live broadcast advertising resources, a delivery request for the high-quality live broadcast advertising resources is generated, and the delivery request is sent to the delivery channel server side, so that the delivery channel server side is based on the delivery. Request to push the high-quality live advertising resources.

The delivery request can be used to adjust the delivery plan of the high-quality live advertising resources, and the delivery request can be generated according to the user's delivery demand information for the high-quality live advertising resources, such as increasing delivery time, delivery budget, or omnidirectional delivery.

High-quality live broadcast advertising resources can generate a certain amount of advertising revenue within a certain period of time. However, as time passes and audiences become more familiar with the high-quality live broadcast advertising resources, the advertising benefits generated by high-quality live broadcast advertising resources decrease. Continuing to place a large amount of the high-quality live broadcast advertising resources has high cost and low return rate. Therefore, in response to the above problems, the method for controlling the delivery of live broadcast advertising resources described in this application further includes the following steps:

According to the preset monitoring duration, the revenue attenuation information of each high-quality live broadcast advertising resource within the monitoring duration is obtained. If the revenue attenuation information of the high-quality live broadcast advertising resource meets the preset attenuation conditions, the high-quality live broadcast advertising resource is identified as The live broadcast advertisement resources to be confirmed, and the to-be-confirmed live broadcast advertisement resources are deleted from the high-quality live broadcast advertisement resources database.

The monitoring duration can be set according to the actual operation of the live advertising resources.

Preferably, in this embodiment of the present application, it is possible to monitor in real time whether the occurrence of live broadcast advertising resources exceeds the safety interval according to the preset monitoring data and its safety interval, and if so, identify the live broadcast advertising resources as abnormal advertising resources. , through SMS, WeChat, email, etc., prompt the relevant personnel to check.

The revenue decay information indicates the revenue decay of high-quality live broadcast advertising resources. Specifically, the revenue decay information may include effective cost per mille (ECPM), and the revenue per thousand impressions refers to the advertising revenue obtained per thousand impressions. In this embodiment of the present application, the advertising revenue may refer to the click-through rate.

The preset attenuation condition is used to determine whether the advertising benefit generated by the high-quality live advertising resources is lower than its delivery cost. For example, the preset attenuation condition can be set to be greater than the minimum threshold of revenue per thousand impressions, where the minimum threshold of revenue per thousand impressions can be Set according to the delivery cost of high-quality live advertising resources.

When the revenue attenuation of high-quality live broadcast advertising resources reaches the preset attenuation condition, it is considered that the advertising benefits generated by the high-quality live broadcast advertising resources are lower than the cost of delivery, and at this time, the high-quality live broadcast advertising resources are identified as to-be-confirmed live broadcast advertising resources , and delete the to-be-confirmed live broadcast advertisement resource in the high-quality live broadcast advertisement resource database.

S105: According to the revenue information of the target live broadcast advertising resources within the pause time, the cost information and the revenue information of the historical time period, retrain the benefit conversion model used to obtain the revenue prediction information of the target live broadcast advertising resources within the target time, and use The retrained benefit conversion model obtains the second revenue prediction information of the target live broadcast advertising resources within the target time;

Specifically, the revenue information of the target live broadcast advertising resources during the pause time and the revenue information of the historical time period are added to obtain accurate revenue information of the historical time period, and then retraining is used to obtain the revenue information and the cost information. The benefit conversion model of the revenue prediction information of the target live broadcast advertising resources within the target time, and the retrained benefit conversion model is used to obtain the second revenue prediction information of the target live broadcast advertising resources within the target time.

S106: If the second revenue forecast information has not yet reached the preset revenue target, identify the target live broadcast advertising resources as closed live advertising resources, and send a shutdown request to the delivery channel server to enable the delivery channel The server side stops delivering the said closed live broadcast advertising resources;

If the second revenue forecast information reaches the preset revenue target, it means that the target live broadcast advertising resource has certain advertising benefits. At this time, the target live broadcast advertising resource will not be marked as the closed live broadcast advertising resource, and the target live broadcast advertising resource is in Continue to serve on the distribution channel server side after the pause time.

Specifically, the target live broadcast advertisement resource may be identified as the closed live broadcast advertisement resource by adding an identifier such as text, an icon or an animation to the target live broadcast advertisement resource.

Preferably, the target live broadcast advertising resources and the identifiers of the target live broadcast advertising resources can be displayed on the display device, or, by means of message push, it is convenient for the operators to know the income of the live broadcast advertising resources in time, and to shut down the low-income live broadcasts in time Advertising resources, reduce the operating cost of live advertising resources, and improve the return on investment of live advertising resources.

If the target live broadcast advertisement resource is identified as closing the live broadcast advertisement resource, the server generates a shutdown request for closing the live broadcast advertisement resource and sends it to the delivery channel server, so that the delivery channel server can stop delivering the advertisement resource in time. Turn off live inventory.

In the embodiment of the present application, a benefit conversion model is constructed and trained by using the cost information and income information of the target live broadcast advertising resources in the historical time period, and the first income prediction information of the target live broadcast advertising resources within the target time is obtained. When the preset revenue target is reached, obtain the revenue information of the target live advertising resources during the pause time and recalculate the revenue forecast information of the target live advertising resources, so as to avoid the delay in data reception caused by network anomalies, resulting in incorrect calculation of the revenue of the live advertising resources. The high-quality live broadcast advertising resources are wrongly stopped, and at the same time, the low-yield live broadcast advertising resources can be closed in time, which reduces the control cost of live broadcast advertising resources and improves the advertising efficiency.

In addition, for shutting down live broadcast advertising resources, if the user believes that shutting down live broadcast advertising resources has certain advertising benefits after manual verification, the user can also input adjustment information by triggering the operation control corresponding to the shutting down live broadcast advertising resources. The adjustment information input by the user adjusts the identification of the closed live advertising resources. For example, when the user can delete the closed identification of the live advertising resources by entering the adjustment information, and re-send the delivery request of the live advertising resources to the delivery channel server, so that the delivery channel The server side delivers the live advertising resources to improve delivery efficiency.

Or, in another embodiment, the shutdown of the live advertising resources may be further verified to avoid the wrong shutdown of the high-quality live advertising resources. Specifically, after sending the shutdown request to the delivery channel server, it also includes the following step:

If the closed live broadcast advertising resources meet the preset conditions to be confirmed, marking the closed live broadcast advertising resources as the to-be-confirmed live broadcast advertising resources;

The to-be-confirmed condition may be set according to the user's operational needs. For example, the to-be-confirmed condition in this embodiment of the present application includes: the shut down time for shutting down the live broadcast advertising resources meets a preset time threshold.

The time threshold can be set according to the actual operation of the live advertising resources, for example, it can be set to 3 days.

The live broadcast advertisement resource to be confirmed is the live broadcast advertisement resource that needs to be further verified whether it has advertising benefits, and the verification method may be manual verification, or, the steps S101-S106 of this application are re-executed to identify the live broadcast advertisement resource to be confirmed.

Under normal circumstances, in order to avoid excessive screen swiping of the same advertisement on the server side of the delivery channel, it is easy to reduce the display of rights for repeated advertisements. , after identifying the closed live broadcast advertising resources as the live broadcast advertising resources to be confirmed, the following steps are also included:

Modifying the delivery account information of the to-be-confirmed live broadcast advertising resources, re-send the delivery request to the delivery channel server, and obtain the cost information and income information of the to-be-confirmed live broadcast advertising resources in the historical time period;

Build and train a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time according to the cost information and income information of the to-be-confirmed live broadcast advertising resources in the historical time period;

Using the benefit conversion model to obtain the third revenue forecast information of the target live broadcast advertising resources within the target time;

The third revenue forecast information is compared with the preset revenue target, and the to-be-confirmed live broadcast advertising resource is identified according to the comparison result.

The delivery account information can be the publishing account that the server places the live broadcast advertising resources on the server side of the delivery channel, and the replacement of the delivery account information can be the use of other publishing accounts that deliver the live broadcast advertising resources on the server side of the delivery channel server to deliver the unconfirmed live broadcast advertising resources. .

By replacing the delivery account information of the live broadcast advertising resources to be confirmed, the server side of the delivery channel can avoid the display of the rights reduction of the confirmed live broadcast advertising resources, which affects the accuracy of the obtained income information.

This embodiment also provides a live advertising resource delivery control system, as shown in FIG. 1 , including a server 10 and an delivery channel server 20 . For details not disclosed in this embodiment, please refer to the method embodiments of this application.

The delivery channel server 20 obtains the cost information and income information of the target live advertising resources in the historical time period and sends them to the server;

The server side 10 obtains the first revenue forecast information of the target live broadcast advertising resources within the target time by using the benefit conversion model;

When the first revenue forecast information does not reach the preset revenue target, the server end 10 sends a suspension delivery request to the delivery channel server end, and obtains revenue information of the target live broadcast advertising resources within the suspension time; wherein, the suspension delivery The request includes a preset pause time;

The server end 10 retrains the benefit conversion model for acquiring the revenue prediction information of the target live broadcast advertising resources within the target time according to the revenue information of the target live broadcast advertising resources during the pause time, the cost information and the revenue information of the historical time period, Using the retrained benefit conversion model to obtain the second revenue forecast information of the target live broadcast advertising resources within the target time;

When the second revenue forecast information has not yet reached the preset revenue target, the server end 10 identifies the target live broadcast advertising resources as closed live advertising resources, and sends a shutdown request to the delivery channel server, so that the The server side of the delivery channel stops delivering the said closed live broadcast advertising resources.

This embodiment provides a device for controlling the delivery of live advertising resources, which can be used to execute the method for controlling the delivery of live advertising resources in the embodiments of the present application. For details not disclosed in this embodiment, please refer to the method embodiment of this application.

Please refer to FIG. 3 , which is a schematic structural diagram of a device for controlling the delivery of live advertising resources disclosed in an embodiment of the present application. The device for controlling the delivery of live advertising resources includes:

The historical information acquisition module 401 is used for acquiring the cost information and income information of the target live broadcast advertising resources in the historical time period from the server side of the delivery channel;

The model training module 402 is used for constructing and training a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time according to the cost information and the benefit information of the historical time period;

The first prediction module 403 is used to obtain the first revenue prediction information of the target live broadcast advertising resources within the target time by using the benefit conversion model;

A pause module 404, configured to send a pause delivery request to the delivery channel server if the first revenue forecast information does not reach the preset revenue target, and obtain revenue information of the target live broadcast advertising resources within the pause time; wherein, the A pause request includes a preset pause time;

The second prediction module 405 is configured to retrain the revenue prediction information for obtaining the target live advertising resources within the target time according to the revenue information of the target live advertising resources during the pause time, the cost information and the revenue information of the historical time period The benefit conversion model, using the retrained benefit conversion model to obtain the second profit forecast information of the target live broadcast advertising resources within the target time;

Shutdown module 406, configured to identify the target live broadcast advertising resource as shutting down the live broadcast advertising resource if the second revenue forecast information has not yet reached the preset revenue target, and send a shutdown request to the delivery channel server to obtain a shutdown request. The server side of the delivery channel is stopped from delivering the closed live broadcast advertising resources.

This embodiment provides an electronic device that can be used to execute all or part of the steps of the method for controlling the delivery of live advertising resources according to the method embodiment of the present application. For details not disclosed in this embodiment, please refer to the method embodiment of this application.

Please refer to FIG. 4 , which is a schematic structural diagram of an electronic device provided by an embodiment of the present application. The electronic device 500 may be, but is not limited to, a combination of one or more of various servers, personal computers, notebook computers, smart phones, tablet computers, and the like.

In a preferred embodiment of the present application, the electronic device 500 includes a memory 501 , at least one processor 502 , at least one communication bus 503 and a transceiver 504 .

Those skilled in the art should understand that the structure of the electronic device shown in FIG. 4 does not constitute a limitation of the embodiments of the present application, and may be a bus-type structure or a star-shaped structure, and the electronic device 500 may also include more or less other hardware or software, or a different arrangement of components is shown.

In some embodiments, the electronic device 500 is a device that can automatically perform numerical calculation and/or information processing according to pre-set or stored instructions, and its hardware includes but is not limited to microprocessors, application-specific integrated circuits, Programmable gate arrays, digital processors and embedded devices, etc. The electronic device 500 may also include a client device, which includes but is not limited to any electronic product that can perform human-computer interaction with the client through a keyboard, a mouse, a remote control, a touchpad, or a voice-activated device, for example, Personal computers, tablets, smartphones, digital cameras, etc.

It should be noted that the electronic device 500 is only an example, and other existing or future electronic products, if applicable to the present application, should also be included within the protection scope of the present application, and are incorporated herein by reference .

In some embodiments, a computer program is stored in the memory 501, and when the computer program is executed by the at least one processor 502, all or part of the steps in the method for controlling the delivery of live advertising resources according to the first embodiment are implemented. . Described memory 501 comprises read-only memory (Read-Only Memory, ROM), programmable read-only memory (Programmable Read-Only Memory, PROM), erasable programmable read-only memory (Erasable Programmable Read-Only Memory, EPROM), One-time Programmable Read-Only Memory (OTPROM), Electronically Erasable Programmable Read-Only Memory (EEPROM), CompactDisc Read-Only Memory, CD-ROM) or other optical disk storage, magnetic disk storage, magnetic tape storage, or any other computer-readable medium that can be used to carry or store data.

In some embodiments, the at least one processor 502 is a control core (Control Unit) of the electronic device 500, using various interfaces and lines to connect various components of the entire electronic device 500, and by running or executing storage in the electronic device 500 The programs or modules in the memory 501 and the data stored in the memory 501 are called to execute various functions of the electronic device 500 and process data. For example, when the at least one processor 502 executes the computer program stored in the memory, all or part of the steps of the method for controlling the delivery of live advertising resources described in the embodiments of the present application are implemented; or all the steps of the device for controlling the delivery of live advertising resources are implemented or some functions. The at least one processor 502 may be composed of integrated circuits, for example, may be composed of a single packaged integrated circuit, or may be composed of multiple integrated circuits packaged with the same function or different functions, including one or more central processing units. (Central Processing unit, CPU), microprocessor, digital processing chip, graphics processor and combination of various control chips, etc.

In some embodiments, the at least one communication bus 503 is configured to enable connection communication between the memory 501 and the at least one processor 502 and the like.

The electronic device 500 may further include various sensors, a Bluetooth module, a Wi-Fi module, etc., which will not be repeated here.

This embodiment provides a computer-readable storage medium on which a computer program is stored. The instructions are suitable for being loaded by a processor and executing the method for controlling the delivery of live advertising resources in Embodiment 1 of the present application. For the specific execution process, please refer to the embodiment. A specific description will not be repeated here.

For the device embodiments, since they basically correspond to the method embodiments, reference may be made to the partial descriptions of the method embodiments for related parts. The device embodiments described above are only illustrative, wherein the components described as separate components may or may not be physically separated, and the components shown as units may or may not be physical units, that is, they may be located in One place, or it can be distributed over multiple network elements. Some or all of the modules can be selected according to actual needs to achieve the purpose of the solution of the present application. Those of ordinary skill in the art can understand and implement it without creative effort.

As will be appreciated by those skilled in the art, the embodiments of the present application may be provided as a method, a system, or a computer program product. Accordingly, the present application may take the form of an entirely hardware embodiment, an entirely software embodiment, or an embodiment combining software and hardware aspects. Furthermore, the present application 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 application is described with reference to flowchart illustrations and/or block diagrams of methods, apparatus (systems), and computer program products according to embodiments of the present application. 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.

The above are merely examples of the present application, and are not intended to limit the present application. Various modifications and variations of this application are possible for those skilled in the art. Any modification, equivalent replacement, improvement, etc. made within the spirit and principle of this application shall be included within the scope of the claims of this application.

Claims (13)

1. A method for controlling the delivery of live advertising resources, characterized in that the method comprises: Obtain the cost information and income information of the target live advertising resources in the historical time period from the server side of the delivery channel; constructing and training a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time period according to the cost information and benefit information of the historical time period; Using the benefit conversion model to obtain the first revenue forecast information of the target live broadcast advertising resources within the target time; If the first revenue forecast information does not reach the preset revenue target, send a request for pause delivery to the server of the delivery channel to obtain revenue information of the target live broadcast advertising resources within the pause time; wherein the request for pause delivery includes preset the suspension time; According to the income information of the target live broadcast advertising resources during the pause time, the cost information and the income information of the historical time period, retrain the benefit conversion model for obtaining the income prediction information of the target live broadcast advertising resources within the target time, and use the The retrained benefit conversion model obtains the second revenue forecast information of the target live broadcast advertising resources within the target time; If the second revenue forecast information has not yet reached the preset revenue target, the target live broadcast advertising resource is identified as the closed live broadcast advertising resource, and a shutdown request is sent to the delivery channel server side, so that the delivery channel server side Stop serving the said closed live inventory. 2. The method for controlling the delivery of live broadcast advertising resources according to claim 1, wherein after using the benefit conversion model to obtain the first income forecast information of the target live broadcast advertising resources within a target time, the method further comprises the following steps: If the first revenue forecast information reaches the preset revenue target, identifying the target live broadcast advertising resource as a high-quality live broadcast advertising resource and saving it in a high-quality live broadcast advertising resource database; In response to the delivery demand information for the high-quality live broadcast advertising resources, a delivery request for the high-quality live broadcast advertising resources is generated, and the delivery request is sent to the delivery channel server side, so that the delivery channel server side is based on the delivery. Request to push the high-quality live advertising resources. 3. The method for controlling the delivery of live advertising resources according to claim 2, further comprising the following steps: According to the preset monitoring duration, the revenue attenuation information of each high-quality live broadcast advertising resource within the monitoring duration is obtained. If the revenue attenuation information of the high-quality live broadcast advertising resource meets the preset attenuation conditions, the high-quality live broadcast advertising resource is identified as The live broadcast advertisement resources to be confirmed, and the to-be-confirmed live broadcast advertisement resources are deleted from the high-quality live broadcast advertisement resources database. 4. The method for controlling the delivery of live advertising resources according to claim 1, wherein after sending a shutdown request to the delivery channel server, the method further comprises the following steps: If the closed live broadcast advertising resources meet the preset conditions to be confirmed, marking the closed live broadcast advertising resources as the to-be-confirmed live broadcast advertising resources; Wherein, the condition to be confirmed includes: the shutdown time for shutting down the live advertisement resource meets a preset time threshold. 5. The method for controlling the delivery of live advertising resources according to any one of claims 3-4, further comprising the following steps: Modifying the delivery account information of the to-be-confirmed live broadcast advertising resources, re-send the delivery request to the delivery channel server, and obtain the cost information and income information of the to-be-confirmed live broadcast advertising resources in the historical time period; Build and train a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time according to the cost information and income information of the to-be-confirmed live broadcast advertising resources in the historical time period; Using the benefit conversion model to obtain the third revenue forecast information of the target live broadcast advertising resources within the target time; The third revenue forecast information is compared with the preset revenue target, and the to-be-confirmed live broadcast advertising resource is identified according to the comparison result. 6 . The method for controlling the delivery of live advertising resources according to claim 1 , wherein the cost information comprises budget value, delivery orientation information and delivery time, and the benefit information comprises a return on investment ratio; wherein, the benefit conversion The model uses budget, delivery orientation information, and delivery time as independent variables, and the return on investment ratio as a dependent variable to construct a benefit conversion model; The step of using the benefit conversion model to obtain the first revenue forecast information of the target live broadcast advertising resources within the target time includes: Acquire preset adjustment range information; wherein, the adjustment range information includes budget range, delivery targeting range and delivery time range; Adjust the budget of the benefit conversion model, the delivery orientation information and the delivery time according to the adjustment range information to obtain the maximum return on investment ratio; If the maximum investment return ratio exceeds a preset investment return ratio threshold, it is determined that the first income prediction information reaches a preset income target. 7. The method for controlling the delivery of live advertising resources according to claim 1, characterized in that, after obtaining the maximum return on investment ratio, the method further comprises the following steps: Get the budget, delivery targeting information and delivery time with the highest ROI; According to the budget, delivery orientation information and delivery time, adjust the delivery method of the target live advertising resources, generate delivery adjustment requests, and send the delivery adjustment request to the delivery channel server, so that the delivery channel server The delivery request adjusts the delivery method of the target live advertising resources. 8 . The method for controlling the delivery of live advertising resources according to claim 1 , wherein the cost information includes a budget value, and the income information includes a click-through rate; 8 . Before building and training a benefit conversion model for obtaining revenue forecasting information for targeted live-streaming inventory within a target time, it also includes the following steps: Get the minimum budget value of the distribution channel server-side delivery; Build and train a CTR prediction model based on the budget value and CTR of the target live advertising resources in the historical period; Inputting the minimum budget value into the click-through rate prediction model to obtain a click-through rate prediction value; If the predicted value of the click-through rate is lower than the preset click-through rate threshold, the target live broadcast advertising resource is identified as the closed live broadcast advertising resource, and a shutdown request is sent to the delivery channel server to stop the delivery channel server. Serve the shut down live broadcast inventory. 9 . The method for controlling the delivery of live advertising resources according to claim 1 , wherein the cost information includes the delivery time, and the income information includes the click-through rate; when constructing and training for obtaining the target live advertising resources within the target time, 9 . Before the benefit conversion model of the benefit forecast information, it also includes the following steps: According to the delivery time and the click rate, obtain the click rate per unit time; If the click-through rate per unit time is lower than the preset click-through rate per unit time threshold, the target live broadcast advertising resource is identified as the closed live broadcast advertising resource, and a shutdown request is sent to the delivery channel server, so that the delivery channel The server side stops delivering the closed live broadcast advertising resources. 10. A system for controlling the delivery of live advertising resources, comprising a server side and a delivery channel server side, characterized in that: The server side of the delivery channel obtains the cost information and income information of the target live advertising resources in the historical time period and sends them to the server side; The server uses the benefit conversion model to obtain the first revenue prediction information of the target live broadcast advertising resources within the target time; When the first revenue forecast information does not reach the preset revenue target, the server sends a request for pause delivery to the server side of the delivery channel, and obtains revenue information of the target live broadcast advertising resources within the pause time; wherein, the request for pause delivery including preset pause times; The server retrains the benefit conversion model used to obtain the revenue prediction information of the target live advertising resources within the target time according to the revenue information of the target live advertising resources during the pause time, the cost information and the revenue information of the historical time period, and uses The retrained benefit conversion model obtains the second revenue prediction information of the target live broadcast advertising resources within the target time; When the second revenue forecast information has not yet reached the preset revenue target, the server side identifies the target live broadcast advertising resource as the closed live broadcast advertising resource, and sends a shutdown request to the delivery channel server, so that the delivery The channel server side stops delivering the said closed live broadcast advertising resources. 11. A device for controlling the delivery of live advertising resources, characterized in that the device comprises: The historical information acquisition module is used to acquire the cost information and income information of the target live advertising resources in the historical time period from the server side of the delivery channel; a model training module, used for constructing and training a benefit conversion model for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time period according to the cost information and benefit information of the historical time period; a first prediction module, configured to obtain the first revenue prediction information of the target live broadcast advertising resources within the target time by using the benefit conversion model; A pause module, configured to send a pause delivery request to the delivery channel server if the first revenue forecast information does not reach the preset revenue target, and obtain revenue information of the target live broadcast advertising resources within the pause time; wherein the pause The serving request includes a preset pause time; The second prediction module is configured to retrain a method for obtaining the revenue prediction information of the target live broadcast advertising resources within the target time according to the income information of the target live broadcast advertising resources during the pause time, the cost information and the income information of the historical time period. a benefit conversion model, using the retrained benefit conversion model to obtain the second revenue forecast information of the target live broadcast advertising resources within the target time; The shutdown module is configured to identify the target live broadcast advertising resource as the shutdown live broadcast advertising resource if the second revenue forecast information has not yet reached the preset revenue target, and send a shutdown request to the delivery channel server, so that The server side of the delivery channel stops delivering the closed live broadcast advertising resources. 12. An electronic device, comprising: a processor and a memory; wherein the memory stores a computer program, the computer program is adapted to be loaded by the processor and execute any one of claims 1 to 9 The one described method for controlling the delivery of live advertising resources. 13. A computer-readable storage medium on which a computer program is stored, characterized in that, when the computer program is executed by a processor, the method for controlling the delivery of live advertising resources according to any one of claims 1 to 9 is implemented.

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