WO2018014269A1 - Optimization method and device for media advertisement click rate, and media advertisement system - Google Patents

Abstract

Disclosed is an optimization method for a media advertisement click rate, comprising: acquiring real-time click rate data of an advertisement at various delivery media; extracting a medium with the real-time click rate data thereof being less than a first pre-set click rate; acquiring overall click rate data of the extracted medium within a pre-set time; and when the acquired overall click rate data of the medium is less than a second pre-set click rate, excluding the medium from a media delivery list of the advertisement. Correspondingly, also disclosed are an optimization device for a media advertisement click rate and a media advertisement system. The technical solution in the present invention improves the overall media click rate and the promotion effect of an advertisement by automatically controlling a click rate and optimizing a delivery medium according to an actual click rate of the advertisement at various delivery media.

Description

Method, device and media advertising system for optimizing media advertisement click rate Technical field

The present invention relates to the field of Internet technologies, and in particular, to a method, an apparatus, and a media advertisement system for optimizing a media advertisement click rate.

Background technique

The existing media advertising system usually distributes according to the preset promotion strategy according to the promotion experience of the media advertisement. In the actual promotion process, the actual click rate of the advertisement in some media is low and there is not much promotion effect. However, the manual adjustment of the click rate of the media is inefficient, and the click rate control and media adjustment cannot be automatically performed according to the actual click rate of the advertisement in each media, resulting in poor promotion of the entire media advertisement.

Summary of the invention

In view of this, the present invention provides a method and device for optimizing the click rate of a media advertisement, and a media advertisement system, which solves the problem that the existing media advertisement system cannot automatically perform the click rate control and the media adjustment according to the actual click rate of the advertisement on the media. Technical problems with poor promotion of media advertising.

According to an embodiment of the present invention, a method for optimizing a media advertisement click rate includes: obtaining real-time click rate data of advertisements on respective delivery media; and extracting media whose real-time click rate data is lower than a first preset click rate; The global click rate data of the extracted media within a preset time; and when the global click rate data of the acquired media is lower than the second preset click rate, the media is excluded from the media delivery list of the advertisement.

Preferably, the method for optimizing the media advertisement click rate further comprises: acquiring global click rate data of the excluded media within a preset time; and when the acquired global click rate data of the excluded media exceeds the second pre- When the click rate is set, the excluded media is re-added to the media delivery list of the advertisement.

Preferably, the method for optimizing the media advertisement click rate further includes: setting an optimization strength and an optimization frequency according to the expected advertisement performance target; setting the first preset click rate and the second preset click rate according to the optimization strength; Set the optimization time based on the optimized frequency.

According to another embodiment of the present invention, a method for optimizing a click rate of a media advertisement includes: obtaining real-time click rate data of advertisements on respective delivery media; extracting media with a preset number of real-time click-rate data; The global click rate data of the extracted media within a preset time; and when the global click rate data of the acquired media is lower than the third preset click rate, the media is excluded from the media delivery list of the advertisement.

Preferably, the method for optimizing the media advertisement click rate further comprises: acquiring global click rate data of the excluded media within a preset time; and when the acquired global click rate data of the excluded media exceeds the third pre- When the click rate is set, the excluded media is re-added to the media delivery list of the advertisement.

According to still another embodiment of the present invention, an apparatus for optimizing a media advertisement click rate includes: a real-time click rate data acquisition module, configured to acquire real-time click-through rate data of advertisements on respective delivery media; and an extraction module for extracting real-time The click rate data is lower than the media of the first preset click rate; the global click rate data obtaining module is configured to obtain the global click rate data of the media extracted by the extraction module within a preset time; and the exclusion module is used for When the global click rate data of the media acquired by the global click rate data acquisition module is lower than the second preset click rate, the media is excluded from the media placement list of the advertisement.

Preferably, the media advertisement click rate optimization device further includes a joining module, wherein the global click rate data obtaining module is further configured to acquire global click rate data of the media excluded by the exclusion module within a preset time, The adding module is configured to re-add the excluded media to the media placement of the advertisement when the global click rate data of the excluded media acquired by the global click rate data obtaining module exceeds the second preset click rate In the list.

According to still another embodiment of the present invention, an apparatus for optimizing a media advertisement click rate includes: a real-time click-rate data acquisition module, configured to acquire real-time click-through rate data of advertisements on respective delivery media; and an extraction module for extracting pre- a media with the lowest real-time click-through rate data; a global click-through rate data acquisition module, configured to acquire global click-through rate data of the media extracted by the extraction module within a preset time; and an exclusion module for when the global click is performed When the global click rate data of the media acquired by the rate data acquisition module is lower than the third preset click rate, the media is excluded from the media placement list of the advertisement.

Preferably, the media advertisement click rate optimization device further includes a joining module, wherein the global click rate data obtaining module is further configured to acquire global click rate data of the media excluded by the exclusion module within a preset time, The adding module is configured to re-add the excluded media to the media placement of the advertisement when the global click rate data of the excluded media acquired by the global click rate data obtaining module exceeds the third preset click rate In the list.

According to still another embodiment of the present invention, a media advertisement system is provided, the media advertisement system including the above-described media advertisement click rate optimization device.

The method, device and media advertisement system for optimizing the click rate of the media advertisement provided by the present invention extract the media whose real-time click-through rate data is lower than the first preset click-through rate, and obtain the global click-through rate data of the extracted media within a preset time, When the global click rate data of the acquired media is lower than the second preset click rate, the media is taken from the media of the advertisement Excluded from the delivery list, media with low real-time click-through rates and lower-than-expected global click-through rates on media serving ads are excluded from the ad’s media placement list, and do not continue to have low real-time clickthrough rates and fail to meet expected global clickthrough rates. The media continues to promote the advertisement, and the subsequent promotion of the advertisement is concentrated on the remaining media with high real-time click rate or global click-through rate, and the click rate control and the media optimization are automatically performed according to the actual click rate of the advertisement on each delivery medium. Improve the overall media click-through rate and promotion effectiveness of your ads.

DRAWINGS

In order to more clearly illustrate the technical solutions in the embodiments of the present invention, the drawings used in the description of the embodiments will be briefly described below. Obviously, the drawings in the following description are only some embodiments of the present invention, and those skilled in the art can obtain other drawings according to the drawings without any creative work.

FIG. 1 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to an embodiment of the present invention.

2 is a schematic flow chart of a preset process for optimizing a media advertisement click rate according to an embodiment of the present invention.

FIG. 3 is a schematic flow chart of a method for optimizing a media advertisement click rate according to another embodiment of the present invention.

FIG. 4 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention.

FIG. 5 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention.

FIG. 6 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to an embodiment of the present invention.

FIG. 7 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to another embodiment of the present invention.

detailed description

The technical solutions of the present invention are further described in detail below with reference to the accompanying drawings and specific embodiments. It is apparent that the described embodiments are only a part of the embodiments of the invention, and not all of them. All other embodiments obtained by a person of ordinary skill in the art based on the embodiments of the present invention without creative efforts shall fall within the scope of the present invention.

In the description of the present invention, it is to be understood that the terms "first", "second" and the like are used for descriptive purposes only and are not to be construed as indicating or implying relative importance. In the description of the present invention, it should be noted that the terms "connected" and "connected" are to be understood broadly, and may be, for example, a fixed connection, a detachable connection, or an integral, unless otherwise explicitly defined and defined. Ground connection; it can be mechanical connection or electrical connection; it can be directly connected or indirectly connected through an intermediate medium. The specific meanings of the above terms in the present invention can be understood by those skilled in the art in light of the specific circumstances. Moreover, in the description of the present invention, unless otherwise indicated, The meaning is two or more.

Any process or method description in the flowcharts or otherwise described herein may be understood to represent a module, segment or portion of code that includes one or more executable instructions for implementing the steps of a particular logical function or process. And the scope of the preferred embodiments of the invention includes additional implementations, in which the functions may be performed in a substantially simultaneous manner or in an opposite order depending on the functions involved, in the order shown or discussed. It will be understood by those skilled in the art to which the embodiments of the present invention pertain.

FIG. 1 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to an embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:

Step S101: Acquire real-time click rate data of advertisements on respective delivery media.

The media may include an Internet website, various application software, or an application APP of the mobile terminal, and perform policy control on the media to be delivered on the media advertisement application server through the Internet or the mobile network, such as parameter control such as frequency and time of delivery. The media advertisement application server performs data communication with each delivery media, and can obtain advertisement delivery click rate data of each delivery media and global click rate data of all advertisements of each media in real time.

In this embodiment, when the advertisement is delivered in each of the delivery media, the media advertisement application server obtains the real-time click-through rate data of the advertisement on each delivery media, and the higher the real-time click rate, the corresponding advertisement promotion effect of the media. The better, the real-time click-through rate is too low, indicating that the corresponding media's advertising promotion effect is poor, and it is necessary to subsequently adjust and optimize the media for the delivery media.

Step S102: Extract media whose real-time click-through rate data is lower than the first preset click-through rate.

In this embodiment, before the optimization of the delivery media, the media advertisement needs to be set in advance. As shown in FIG. 2, the pre-setting the media advertisement includes:

Step S201: setting an optimization strength and an optimization frequency according to the expected advertisement performance target.

In this embodiment, the optimization strength and the optimization frequency are set according to the expected advertisement performance target. For example, when the breadth promotion is implemented on various media, a lower level optimization strength can be set, and at the same time, a large amount of promotion media is retained as much as possible while optimizing. Advertising exposure, and want to focus on high-click rate promotion in the core media, you can set a higher level of optimization, improve the effectiveness of advertising, while eliminating a large number of media with low real-time click-through rate, but will reduce the media exposure of advertising rate. At the same time, the optimization frequency can be set according to the expected advertising performance goal, for example, the advertisement media optimization can be set every six hours.

Step S202: Set the first preset click rate and the second preset click rate according to the optimized strength.

Specifically, for example, when you want to implement a breadth promotion on various media and set a lower level of optimization, you can set a lower first preset click rate and a lower media exclusion ratio, such as a 10% exclusion ratio. Second preset point The hit rate is only considered when the real-time click rate of the specific media is lower than the lower first click rate, and the specific media is optimized while maintaining the promotion effect. Advertising exposure, and this optimized media is re-joined into the delivery media only if the real-time click rate of the particular media being optimized is lower than the lower second predetermined click rate. Similarly, when you want to achieve high click-through rate promotion on the core media, you can set a higher level of optimization. You can set a higher first preset click rate according to a higher media exclusion ratio, such as 30% exclusion ratio. And the second preset click rate, only when the real-time click rate of the specific media is lower than the higher first click rate, the specific media is considered to be optimized, and the advertisement promotion effect is improved while eliminating a large amount of real-time. Media with a lower click rate will reduce the media exposure of the ad, and will only consider this optimized when the real-time click rate of the optimized media is lower than the higher second click rate. Specific media rejoins the delivery media. It should be noted that, according to actual promotion optimization requirements, the first preset click rate and the second preset click rate may be set to be the same or may be set to be different.

Step S203: setting an optimization time according to the optimized frequency.

In this embodiment, the optimization time of the advertisement media can be set to the accurate 6 o'clock, 12 o'clock, 18 o'clock, and 24 o'clock time points according to the optimized frequency, for example, every 6 hours.

In this embodiment, the media advertisement application server obtains the real-time click rate of the advertisement on each media, and compares it with the first preset click rate to determine that the real-time click rate data is lower than the first The media with the preset click rate is used as the media for the subsequent optimization of the advertisement media, and the media with the real-time click-through rate data exceeding the first preset click rate does not need subsequent optimization.

Step S103: Acquire global click rate data of the extracted media within a preset time.

In this embodiment, the media advertisement application server communicates with the media extracted from the real-time click rate data that is lower than the first preset click rate, and obtains global click-through rate data of the preset time. The global click-through rate data identifies the average click-through rate data of all the advertisements that the media delivers within a preset time. The higher the global click-through rate data, the better the advertisement promotion capability and the promotion effect of the media, the global click-through rate. The lower the data, the worse the advertising promotion ability and promotion effect of the media.

Step S104: When the global click rate data of the acquired media is lower than the second preset click rate, the media is excluded from the media placement list of the advertisement.

In this embodiment, the media advertisement application server compares the global click rate data of the acquired media with the second preset click rate, when the global click rate data of the specific media is lower than the second preset click rate. Determining that the advertisement promotion capability and the promotion effect of the specific media are not up to expectations, and the specific media is excluded from the media placement list of the advertisement, and does not continue to proceed in the specific media that does not meet expectations. Advertising promotion, and The subsequent promotion of the advertisements is concentrated on the remaining advertisement promotion capabilities and the promotion effect to achieve the expected media, which improves the overall media click rate and promotion effect of the advertisements.

In the method for optimizing the media advertisement click rate of the embodiment, extracting the media whose real-time click-through rate data is lower than the first preset click-through rate, and acquiring the global click-through rate data of the extracted media within a preset time, when the acquired media When the global click rate data is lower than the second preset click rate, the media is excluded from the media delivery list of the advertisement, and the media with low real-time click rate and lower global click rate than the expected media in the media to be served Exclude from the media placement list of the advertisement, and continue to promote the advertisement in the media with low real-time click rate and not reaching the expected global click rate, and concentrate the subsequent promotion of the advertisement on the remaining real-time click rate or global click-through rate. In the expected media, the click rate control and the delivery media optimization are automatically performed according to the actual click rate of the advertisements on the respective delivery media, thereby improving the overall media click rate and promotion effect of the advertisement.

FIG. 3 is a schematic flow chart of a method for optimizing a media advertisement click rate according to another embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:

Step S301: Acquire real-time click rate data of advertisements on respective delivery media.

Step S302: Extract media whose real-time click rate data is lower than the first preset click rate.

Step S303: Acquire global click rate data of the extracted media within a preset time.

Step S304: When the global click rate data of the acquired media is lower than the second preset click rate, the media is excluded from the media delivery list of the advertisement.

Step S305: Acquire global click rate data of the excluded media within a preset time.

Step S306: When the acquired global click rate data of the excluded media exceeds the second preset click rate, the excluded media is re-joined into the media delivery list of the advertisement.

In this embodiment, on the basis of the foregoing embodiment, after the media with a low real-time click rate and a lower global click rate than the expected media in the media to be advertised is excluded from the media placement list of the advertisement, the exclusion is continued. The global click rate data of the media within a preset time, when the subsequent global click rate data of the excluded media is found to exceed the second preset click rate, the excluded media is rejoined to the media of the advertisement. In the list, the situation that the media is not permanently expected due to the fluctuation of the global click rate of the media or the short-term local deviation is avoided, and the click rate control and the media optimization are automatically performed according to the actual click rate of the advertisement on each delivery media. At the same time, the media that has been excluded but the subsequent global click-through rate is expected to re-join the promotion media list, and the overall media click rate and promotion effect of the advertisement are improved.

FIG. 4 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:

Step S401: Acquire real-time click rate data of advertisements on respective delivery media.

Step S402: Extracting a media with a preset number of real-time click-rate data.

Step S403: Acquire global click rate data of the extracted media within a preset time.

Step S404: When the global click rate data of the acquired media is lower than the third preset click rate, the media is excluded from the media delivery list of the advertisement.

Different from the above embodiment, in the method for optimizing the media advertisement click rate of the embodiment, the media with the lowest number of real-time click rate data is extracted, and the global click rate data of the extracted media is lower than the third preset. When the click rate is used, the media is excluded from the media delivery list of the advertisement, and the media with the lowest real-time click rate and the lower global click rate than the expected media are excluded from the media delivery list of the advertisement. , and continue to promote the media in the media with the lowest real-time click-through rate and not meeting the expected global click-through rate, and concentrate the subsequent promotion of the ads on the remaining media with high real-time click-through rate or global click-through rate. According to the actual click-through rate of the advertisements on the respective delivery media, the click rate control and the delivery media optimization are automatically performed, thereby improving the overall media click rate and promotion effect of the advertisement.

It should be noted that, according to the actual promotion and optimization needs, the third preset click rate in the embodiment may be set to be the same as the first preset click rate and the second preset click rate, or may be set to be different. .

FIG. 5 is a schematic flowchart diagram of a method for optimizing a media advertisement click rate according to still another embodiment of the present invention. As shown in the figure, the method for optimizing the click rate of the media advertisement includes:

Step S501: Acquire real-time click rate data of advertisements on respective delivery media.

Step S502: Extract a media with a preset number of real-time click-rate data.

Step S503: Acquire global click rate data of the extracted media within a preset time.

Step S504: When the global click rate data of the acquired media is lower than the third preset click rate, the media is excluded from the media placement list of the advertisement.

Step S505: Acquire global click rate data of the excluded media within a preset time.

Step S506: When the acquired global click rate data of the excluded media exceeds the third preset click rate, the excluded media is re-joined into the media delivery list of the advertisement.

In this embodiment, on the basis of the foregoing embodiment, after the media with the lowest real-time click rate and the global click rate lower than expected are excluded from the media placement list of the advertisement, the media continues to be acquired. The subsequent global click rate data of the excluded media within a preset time, when the subsequent global click rate data of the excluded media is found to exceed the second preset click rate, the excluded media is rejoined to the advertisement In the media placement list, it is avoided that the media is not as expected due to the volatility or short-term local deviation of the media's global click-through rate. In the case of exclusion, the click rate control and the delivery media optimization are automatically performed according to the actual click rate of the advertisements on the respective delivery media, and the media that has been excluded but the subsequent global click rate is expected to be re-joined the promotion media list, and the overall media of the advertisement is improved. Clickthrough rate and promotion performance.

FIG. 6 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to an embodiment of the present invention. As shown in the above, the media advertisement click rate optimization device 100 includes a real-time click-through rate data acquisition module 10, an extraction module 20, a global click-through rate data acquisition module 30, and an exclusion module 40.

The media may include an Internet website, various application software, or an application APP of the mobile terminal, and perform policy control on the media to be delivered on the media advertisement application server through the Internet or the mobile network, such as parameter control such as frequency and time of delivery. The media advertisement application server performs data communication with each delivery media, and the real-time click-through rate data acquisition module 10 can obtain the advertisement delivery click rate data of each delivery media and all advertisements of each media in real time from the media advertisement application server. Global clickthrough rate data. In this embodiment, when the advertisement is delivered in each of the delivery media, the real-time click-through rate data acquisition module 10 obtains real-time click-through rate data of the advertisement on each delivery media, and the higher the real-time click rate, the corresponding advertisement of the media. The better the effect, the lower the real-time click rate indicates that the corresponding media's advertising promotion effect is poor, and it is necessary to subsequently adjust and optimize the media for the delivery media.

In this embodiment, before the media advertisement click rate optimization device 100 optimizes the delivery media, the media advertisement needs to be set in advance through the setting module. In this embodiment, the setting module sets the optimization strength and the optimization frequency according to the expected advertisement performance target. For example, if you want to implement the breadth promotion on various media, you can set a lower level of optimization strength, and keep as much as possible while optimizing. Extensively promote the advertising exposure of the media, and want to concentrate on the high-click rate promotion in the core media, you can set a higher level of optimization, improve the advertising promotion effect and eliminate a large number of media with low real-time click-through rate, but will reduce The media exposure of the ad. At the same time, the setting module can also set an optimization frequency according to the expected advertisement performance target, for example, it can be set to perform advertisement media optimization every six hours.

Specifically, for example, when it is desired to implement a breadth promotion on various media and set a lower level of optimization strength, the setting module may set a lower first preamble according to a lower media exclusion ratio, such as a 10% exclusion ratio. The click rate and the second preset click rate are considered to optimize the specific media only when the real-time click rate of the specific media is lower than the lower first click rate, and the advertisement promotion effect is ensured at the same time. It is possible to retain a large amount of advertising exposure of a large amount of promotional media, and only to re-join the optimized specific media when the real-time click rate of the optimized specific media is lower than the lower second predetermined click rate. Serve the media. Similarly, when you want to focus on high-click-through rate promotion on the core media to set a higher level of optimization, the setup module can follow the higher media. a body exclusion ratio such as a rejection ratio of 30%, setting a higher first preset click rate and a second preset click rate, only when the real-time click rate of the specific media is lower than the higher first predetermined click rate Will consider optimizing this particular media to improve the effectiveness of advertising while eliminating a large number of media with low real-time click-through rates, although it will reduce the media exposure of the ads, and only the real-time click-through rate of the specific media being optimized is lower than The higher specific second click rate will only consider re-joining the optimized specific media to the delivery media. In addition, the setting module may further set the optimization time of the advertisement media to the accurate 6 o'clock, 12 o'clock, 18 o'clock, and 24 o'clock time points according to the optimized frequency, for example, every 6 hours. It should be noted that, according to actual promotion optimization requirements, the first preset click rate and the second preset click rate may be set to be the same or may be set to be different.

In this embodiment, the real-time click-through rate data obtaining module 10 obtains the real-time click rate of the advertisement in each media, and the extraction module 20 compares it with the first preset click-through rate to extract a real-time click rate. The media whose data is lower than the first preset click rate is used as the media that needs to be optimized for the advertisement media, and the media whose real-time click rate data exceeds the first preset click rate does not need to be subsequently optimized.

In this embodiment, the global click rate data acquisition module 30 extracts the real-time click rate data from the extraction module 20 that is lower than the media communication of the first preset click rate and obtains the global click rate in the preset time. Data, the global click-through rate data identifies average click-through rate data of all advertisements that the media delivers within a preset time, and the higher the global click-through rate data indicates that the media's advertisement promotion capability and promotion effect are better. The lower the global click-through rate data, the worse the advertising promotion ability and promotion effect of the media.

In this embodiment, the exclusion module 40 compares the global click rate data of the media acquired by the global click rate data obtaining module 30 with the second preset click rate, when the global click rate data of the specific media is low. When the second preset click rate is reached, the exclusion module 40 determines that the advertisement promotion capability and the promotion effect of the specific media are not up to expectations, and excludes the specific media from the media placement list of the advertisement, and does not Continue to continue advertising promotion in the specific media that did not meet the expectations, and focus on the subsequent promotion of the advertisements on the media with the remaining advertising promotion capabilities and promotion effects, and improve the overall media click rate and promotion effect of the advertisements. .

In the media advertisement click rate optimization device 100 of the present embodiment, the extraction module 20 extracts the media whose real-time click-through rate data acquired by the real-time click-through rate data acquisition module 10 is lower than the first preset click-through rate, and the global click-through rate data acquisition module 30 Obtaining global click-through rate data of the media extracted by the extraction module 20 within a preset time. When the global click-through rate data of the media acquired by the global click-through rate data acquisition module 30 is lower than the second predetermined click-through rate, the exclusion module 40 will The media is excluded from the media placement list of the advertisement, and the media with low real-time click rate and lower global click rate than the expected media in the media of the advertisement is excluded from the media delivery list of the advertisement, and does not continue to have a low real-time click rate. Media that does not meet the expected global click-through rate continues to promote ads, while the subsequent promotion of ads is concentrated in the remaining real-time On the media with high click-through rate or global click-through rate, the click rate control and media optimization are automatically performed according to the actual click rate of the advertisements on each delivery media, which improves the overall media click rate and promotion effect of the advertisement.

FIG. 7 is a schematic structural diagram of an apparatus for optimizing a media advertisement click rate according to another embodiment of the present invention. Based on the foregoing product embodiment, the media advertisement click rate optimization device 100 includes a real-time click-through rate data acquisition module 10, an extraction module 20, a global click-through rate data acquisition module 30, an exclusion module 40, and an addition module 50.

In the embodiment, after the exclusion module 40 excludes the media with low real-time click rate and the global click rate lower than expected from the media delivery list of the advertisement, the global click rate data acquisition module 30. Continue to obtain the global click rate data of the media excluded by the exclusion module 40 within a preset time. When the subsequent global click rate data of the excluded media is found to exceed the second preset click rate, the adding module 50 re-adding the excluded media to the media placement list of the advertisement, avoiding the situation that the media is not completely expected due to the fluctuation of the global click rate of the media or the short-term local deviation, according to the advertisement in each The actual click-through rate of the delivery media automatically controls click-through rate and media optimization, while continuing to re-add the media that has been excluded but the expected global click-through rate is expected to the promotion media list, improving the overall media click-through rate and promotion effect of the advertisement.

In some embodiments of the present invention, the media advertisement click rate optimization apparatus 100 includes a real-time click rate data acquisition module 10, an extraction module 20, a global click-through rate data acquisition module 30, and an exclusion module 40. Different from the above embodiment, the extraction module 20 is configured to extract a media with a preset number of real-time click-through rate data, and the global click-through rate data of the media extracted by the extraction module 20 is lower than the third preset click. At the time of the rate, the exclusion module 40 excludes the media from the media placement list of the advertisement, and the media with the lowest real-time click rate and the global click rate lower than the expected media are served from the media of the advertisement. Excluded from the list, does not continue to promote the media in the media with the lowest real-time click-through rate and not meeting the expected global click-through rate, and concentrates the subsequent promotion of the ads on the remaining real-time click-through rate or the global click-through rate reaches the expected In the media, the click rate control and the delivery media optimization are automatically performed according to the actual click rate of the advertisements on the respective delivery media, thereby improving the overall media click rate and promotion effect of the advertisement.

In this embodiment, the media advertisement click rate optimization apparatus 100 may further include an adding module 50, where the real-time click rate of the media in which the advertisement module is placed is the lowest and the global click rate is lower than expected. After the media is excluded from the media placement list of the advertisement, the global click-through rate data acquisition module 30 continues to acquire the global click-through rate data of the media excluded by the exclusion module 40 within a preset time, when the excluded media is found. When the subsequent global click rate data exceeds the second preset click rate, the adding module 50 re-adds the excluded media to the media delivery list of the advertisement, thereby avoiding fluctuations in the global click rate of the media. Or short term The local deviation causes the media to be permanently excluded if it is not expected. The click rate control and media optimization are automatically performed according to the actual click rate of the advertisement on each delivery media, and the media that is excluded but the subsequent global click rate is expected to re-join is continued. Promote the media list and improve the overall media click rate and promotion effect of the advertisement.

It should be noted that, according to the actual promotion and optimization needs, the third preset click rate in the embodiment may be set to be the same as the first preset click rate and the second preset click rate, or may be set to be different. .

In some embodiments of the present invention, a media advertisement system is further provided, where the media advertisement system includes the media advertisement click rate optimization device 100 in the above embodiment, which can be automatically performed according to the actual click rate of the advertisements on the respective delivery media. Click rate control and delivery media optimization improve the overall media click rate and promotion effect of the media advertising system.

It should be understood that portions of the invention may be implemented in hardware, software, firmware or a combination thereof. In the above-described embodiments, multiple steps or methods may be implemented in software or firmware stored in a memory and executed by a suitable instruction execution system. For example, if implemented in hardware, as in another embodiment, it can be implemented by any one or combination of the following techniques well known in the art: having logic gates for implementing logic functions on data signals. Discrete logic circuits, application specific integrated circuits with suitable combinational logic gates, programmable gate arrays (PGAs), field programmable gate arrays (FPGAs), etc.

In the description of the specification, the terms "one embodiment", "some embodiments", "example", "specific example", or "some examples" and the like are intended to mean the specific features described in connection with the embodiments or examples, A structure, material or feature is included in at least one embodiment or example of the invention. In the present specification, the schematic representation of the above terms does not necessarily mean the same embodiment or example. Furthermore, the particular features, structures, materials, or characteristics described may be combined in a suitable manner in any one or more embodiments or examples.

While the embodiments of the present invention have been shown and described, the embodiments of the invention may The scope of the invention is defined by the claims and their equivalents.

Claims (10)

A method for optimizing a click rate of a media advertisement, which is characterized by comprising: Get real-time click-through rate data for each ad served on the media; Extracting media whose real-time click rate data is lower than the first preset click rate; Obtaining global click-through rate data of the extracted media within a preset time; When the global click rate data of the acquired media is lower than the second preset click rate, the media is excluded from the media delivery list of the advertisement. The method for optimizing the click rate of a media advertisement according to claim 1, further comprising: Get global click-through rate data for the excluded media for a preset time; and When the acquired global click rate data of the excluded media exceeds the second preset click rate, the excluded media is re-joined into the media delivery list of the advertisement. The method for optimizing the click rate of a media advertisement according to claim 1 or 2, further comprising: Optimize and optimize frequency based on expected ad performance goals; Setting the first preset click rate and the second preset click rate according to the optimization strength; Set the optimization time based on the optimized frequency. A method for optimizing a click rate of a media advertisement, which is characterized by comprising: Get real-time click-through rate data for each ad served on the media; Extracting a preset number of media with the lowest real-time click rate data; Obtaining global click-through rate data of the extracted media within a preset time; When the global click rate data of the acquired media is lower than the third preset click rate, the media is excluded from the media placement list of the advertisement. The method for optimizing the click rate of a media advertisement according to claim 4, further comprising: Get global click-through rate data for the excluded media for a preset time; and When the acquired global click rate data of the excluded media exceeds the third preset click rate, the excluded media is re-joined into the media delivery list of the advertisement. An apparatus for optimizing a click rate of a media advertisement, comprising: A real-time click-rate data acquisition module is configured to obtain real-time click-through rate data of advertisements on respective delivery media; An extraction module, configured to extract media whose real-time click rate data is lower than a first preset click rate; a global click-through rate data acquisition module, configured to acquire global click-through rate data of the media extracted by the extraction module within a preset time; The exclusion module is configured to exclude the media from the media placement list of the advertisement when the global click rate data of the media acquired by the global click rate data acquisition module is lower than the second preset click rate. The device for optimizing the media advertisement click rate according to claim 6, further comprising a joining module, wherein the global click-through rate data obtaining module is further configured to acquire the media excluded by the exclusion module within a preset time. The global click rate data, the adding module is configured to re-review the excluded media when the global click rate data of the excluded media acquired by the global click rate data obtaining module exceeds the second preset click rate Join the media placement list for the ad. An apparatus for optimizing a click rate of a media advertisement, comprising: A real-time click-rate data acquisition module is configured to obtain real-time click-through rate data of advertisements on respective delivery media; An extraction module, configured to extract a preset media with the lowest real-time click rate data; a global click-through rate data acquisition module, configured to acquire global click-through rate data of the media extracted by the extraction module within a preset time; The exclusion module is configured to exclude the media from the media delivery list of the advertisement when the global click rate data of the media acquired by the global click rate data acquisition module is lower than the third preset click rate. The device for optimizing the media advertisement click rate according to claim 8, further comprising a joining module, wherein the global click rate data obtaining module is further configured to acquire the media excluded by the exclusion module within a preset time. The global click rate data, the adding module is configured to re-review the excluded media when the global click rate data of the excluded media acquired by the global click rate data obtaining module exceeds the third preset click rate Join the media placement list for the ad. A media advertisement system, characterized in that the media advertisement system comprises the media advertisement click rate optimization device according to any one of claims 6 to 9.

Images