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WO2018133863A1 - Procédé de commande de fréquence d'exposition publicitaire et plateforme d'échange de publicité - Google Patents

Procédé de commande de fréquence d'exposition publicitaire et plateforme d'échange de publicité Download PDF

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Publication number
WO2018133863A1
WO2018133863A1 PCT/CN2018/073618 CN2018073618W WO2018133863A1 WO 2018133863 A1 WO2018133863 A1 WO 2018133863A1 CN 2018073618 W CN2018073618 W CN 2018073618W WO 2018133863 A1 WO2018133863 A1 WO 2018133863A1
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WIPO (PCT)
Prior art keywords
advertisement
frequency control
adx
request
user
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Ceased
Application number
PCT/CN2018/073618
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English (en)
Chinese (zh)
Inventor
宗周
田帅
阳昕
李宝国
郭锐
苏陈艳
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Tencent Technology Shenzhen Co Ltd
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Tencent Technology Shenzhen Co Ltd
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Publication of WO2018133863A1 publication Critical patent/WO2018133863A1/fr
Anticipated expiration legal-status Critical
Ceased legal-status Critical Current

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    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0272—Period of advertisement exposure
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/06—Buying, selling or leasing transactions
    • G06Q30/0601—Electronic shopping [e-shopping]
    • G06Q30/0607—Regulating the sale of restricted items, e.g. alcohol

Definitions

  • This application relates to the field of the Internet.
  • the advertisement exchange provides a trading platform for fair transactions by the buyer (advertiser) and the seller (the owner of the advertisement) of the advertisement transaction.
  • ADX connects the Demand-Side Platform (DSP) for advertisers and the Supply Side Platform (SSP) for advertising owners.
  • DSP Demand-Side Platform
  • SSP Supply Side Platform
  • the advertiser can control the frequency of the advertisement on the DSP side.
  • the implementation process is: when the advertiser places the advertisement in the DSP, under each advertisement group, the corresponding frequency control period and frequency control times can be set, wherein the advertisement group includes A plurality of advertisements that identify different advertisement browsing users by the device ID of the user operating the terminal. For example, if an ad group is set to 1 user to see up to 5 ads in the ad group every day, the processing logic of the back end is that after the number of exposures of the ad group under each device number reaches 5, the blog is no longer given. The device number returns the ad for this ad group.
  • the frequency control by the device number can only perform frequency control based on a single device used by an advertisement browsing user, and cannot support frequency control in a multi-terminal cross-screen scenario.
  • the embodiment of the present application provides a method for controlling the frequency of advertisement exposure and an advertisement transaction platform, which can perform frequency control on the advertisement across screens, and improve the frequency control precision of the advertisement.
  • the embodiment of the present application provides a method for controlling an advertisement exposure frequency, and the method includes:
  • the ad exchange platform ADX obtains the user identifier corresponding to the user equipment according to the advertisement request initiated by the user equipment, and obtains the advertisement of the frequency control upper limit corresponding to the user identifier, and the ADX determines the target advertisement in response to the advertisement request, where the target advertisement includes The advertisement obtained after the advertisement that has reached the upper limit of the frequency control is filtered out, and then the ADX sends the target advertisement to the user equipment corresponding to the target user identifier.
  • an embodiment of the present application provides an advertisement transaction platform, and the advertisement transaction platform includes:
  • a user identifier obtaining module configured to acquire a user identifier corresponding to the user equipment according to the advertisement request initiated by the user equipment;
  • the frequency control upper limit advertisement obtaining module is configured to obtain an advertisement of the frequency control upper limit corresponding to the user identifier
  • a target advertisement determining module configured to determine a target advertisement that responds to the advertisement request, where the target advertisement includes an advertisement obtained after filtering the advertisement that has reached the frequency control cap;
  • a sending module configured to send the target advertisement to the user equipment.
  • an advertisement transaction system includes:
  • embodiments of the present application provide a computer readable storage medium comprising instructions that, when executed on a computer, perform the method described above.
  • embodiments of the present application provide a computer program product comprising instructions that, when executed on a computer, perform the method described above.
  • the embodiments of the present application have the following advantages:
  • the advertisement transaction ADX obtains the user identifier corresponding to the user equipment according to the advertisement request initiated by the user equipment, and obtains the advertisement of the frequency control upper limit corresponding to the user identifier, and the ADX determines the target advertisement that responds to the advertisement request, and the target advertisement The advertisement obtained after the advertisement that has reached the upper frequency control limit has been filtered out, and then the ADX sends the target advertisement to the user equipment corresponding to the target user identifier.
  • the frequency of the advertisement is not controlled by the device number, but a user is uniquely identified by the user identifier, and the frequency is controlled by the user identifier. In this manner, when the same user uses a plurality of user devices, the same user is controlled.
  • the advertisement exposure frequency control method of the embodiment of the present application can perform cross-screen advertisement exposure frequency control. , will not repeat the ad delivery for the same user, improve the frequency control accuracy of the ad.
  • FIG. 1 is a schematic structural diagram of an advertisement transaction system in an embodiment of the present application.
  • FIG. 2 is a schematic diagram of an advertisement transaction process in an embodiment of the present application.
  • FIG. 3 is a schematic diagram of frequency control configuration information in an embodiment of the present application.
  • FIG. 4 is a flowchart of a method for controlling frequency of advertisement exposure in an embodiment of the present application
  • FIG. 5 is a schematic diagram of a process of collecting user identifiers in an embodiment of the present application.
  • FIG. 6 is a flow chart of information exchange between modules of an advertisement exposure frequency control system according to an embodiment of the present application.
  • FIG. 7 is a structural block diagram of an advertisement transaction platform in an embodiment of the present application.
  • FIG. 8 is a structural diagram of a server hardware corresponding to an advertisement transaction platform in an embodiment of the present application.
  • the embodiment of the present application provides a method for controlling the frequency of advertisement exposure and an advertisement transaction platform, which can perform frequency control on the advertisement across screens, and improve the frequency control precision of the advertisement.
  • FIG. 1 is a schematic structural diagram of an advertisement transaction system according to an embodiment of the present application, including an advertisement transaction platform ADX, a demand side platform DSP, and a supplier platform SSP.
  • the ad exchange connects multiple demand-side platforms and multiple supplier platforms, allowing the advertisers of the demand-side platform and the advertisers of the supplier-side platform to conduct fair transactions.
  • DSP provides services for advertisers in various industries. Advertisers can set the target audience of advertisements on the DSP platform, and place information such as geographic and advertising bids.
  • SSP is a platform with media resources and user traffic. For example, Internet portals such as major portals, social software, e-commerce websites, and video websites. The SSP platform provides advertising space information, and hopes to achieve maximum traffic. income.
  • ADX collects data that is targeted to advertisers, customizes targeting, bids, and budgets, and buys inventory that meets demand at the right time.
  • the SSP When a user accesses the ad slot page on the user device, the SSP sends an advertisement request to the ADX, and the SSP packages the specific information of the ad slot, such as the belonging site, the lowest bid, and the user attribute information obtained through the analysis, to each DSP, and each DSP began to bid on this ad display, and the winner of the auction will be able to show their ad in this ad slot and let the user see it.
  • the specific information of the ad slot such as the belonging site, the lowest bid, and the user attribute information obtained through the analysis
  • the example shown in Figure 2 is a process of visiting a user interested in a car, and the various car manufacturers on the DSP side compete for this user.
  • the SSP site analyzes the user's attributes through the user's data reported on the user's local terminal, and identifies that the user is interested in the car.
  • the SSP sends the ad slot code containing the ad slot information to the ADX.
  • the ad slot code includes information about the currently accessed user's attributes, ad slot size, minimum bid, etc., and ADX sends the bid request carrying the ad slot information to the DSP1. , DSP2 and DSP3.
  • Each DSP bids for the advertising space is a process of visiting a user interested in a car, and the various car manufacturers on the DSP side compete for this user.
  • the unit price of the thousand exposures of the DSP1 for the advertising space is 5 yuan
  • the unit price of the thousand exposures of the DSP2 is 3 yuan
  • the unit price of the thousand times of the DSP3 is 8 yuan.
  • ADX determines the bidding opportunity of the high bidder DSP1 to obtain the advertisement position according to the bidding ranking.
  • the DSP1 sends the advertisement code carrying the advertisement information to the ADX, and the advertisement information is an advertisement about the automobile, which matches the attribute of the user.
  • ADX sends the ad code to the SSP and finally displays the DSP1 car ad on the page that the user is viewing.
  • Advertising exposure means that an advertisement has a display for a user.
  • the fee is calculated based on the exposure and the advertiser.
  • the exposure frequency of an advertisement to a certain user is the frequency of exposure.
  • the advertiser pays great attention to the frequency of exposure of each advertisement on multiple terminals of the advertisement, and hopes to save the budget while ensuring the influence of the brand. Therefore, the advertiser needs to control the exposure of the advertisement frequently, for example, controlling an advertisement for up to 3 exposures per user within 1 day.
  • the user identifier in the embodiment of the present application may be, for example, a social identification (ID) such as a QQ number, a micro signal, a microblog account, a facebook account, or an email address, a user mobile phone number, etc., which can identify the user identity across the terminal. account number.
  • ID social identification
  • the stability of the user identity is stronger than the device number.
  • social ID user identification
  • the method for controlling the frequency of advertisement exposure in the embodiment of the present application performs cross-screen control based on the user identifier, and can truly achieve the cross-screen frequency control effect that the advertiser wants to achieve.
  • the user identifier in the embodiment of the present application may be a social ID, such as a social ID such as a QQ number, a micro signal, a microblog account, or a facebook account, or may be an email address, a user mobile phone number, or the like.
  • a social ID such as a QQ number
  • a micro signal such as a microblog account
  • a facebook account or may be an email address, a user mobile phone number, or the like.
  • User account For convenience of description, the embodiment of the present application is described by taking a user ID as a social ID as an example.
  • the user equipment in the embodiment of the present application includes a PC device and a mobile device
  • the mobile device includes a smart device such as a mobile phone, a PAD, a wearable device, and an in-vehicle terminal.
  • the ADX in the embodiment of the present application collects and stores the correspondence between the user identifier and the device number of the mobile device, and stores the user identifier and the device number of the mobile device to the user identifier mapping table.
  • This user identity mapping table provides the necessary data support for cross-screen frequency control.
  • Each mobile device has a corresponding device number.
  • the device number is an encrypted International Mobile Equipment Identity (IMEI).
  • IMEI International Mobile Equipment Identity
  • IDFA Identifier For Advertising
  • the application logged in to the application, and the application reports the social ID of the user and the device number of the mobile device to ADX, and the social ID of the user is ADX.
  • the mapping relationship with the device number is saved to the user ID mapping table.
  • a user logs in to an APP using a QQ account on the mobile phone.
  • the APP reports the device number of the current mobile phone and the QQ account of the user to the ADX.
  • the ADX saves the mapping relationship between the device number and the QQ account to the user identity mapping table. For frequency control use.
  • mappings between multiple user identifiers of different types can identify the same user
  • multiple user identifiers and device numbers can be established according to multiple user identifiers of different types. The mapping relationship between.
  • the APP is The device number of the current mobile phone and the micro signal of the user can be reported to the ADX, and the ADX can obtain the QQ number corresponding to the micro signal by querying the mapping relationship between the micro signal and the QQ number, and establish the QQ number, the micro signal and the device.
  • the PC does not have device number information, but the user uses the same social ID on both the PC and the mobile device, so the social ID can be used for cross-screen joint frequency control.
  • FIG. 4 is a flowchart of a method for controlling frequency of advertisement exposure in an embodiment of the present application, and the specific process is as follows:
  • the ADX obtains the user identifier corresponding to the user equipment according to the advertisement request initiated by the user equipment.
  • the advertisement request sent by the user equipment to the ADX is actually the APP or the webpage site on the user equipment to the ADX.
  • the advertisement request includes information such as advertisement bit information, device information, and user information.
  • the advertisement space information includes at least an advertisement floor price.
  • the ad slot information may further include an industry in which the ad slot needs to be filtered.
  • the ad slot needs to filter an advertisement of an e-commerce industry; optionally, the ad slot information may further include an ad slot size, an ad slot category, and an advertisement. Bit URL and other information.
  • the device information includes at least the device number.
  • the device information may further include an APP category, for example, the advertisement slot is an advertisement slot on the APP, and the APP belongs to the game category APP; optionally, the device information may further include an operating system type of the device number (for example: The operating system is Android) and other information.
  • User information includes at least an IP address.
  • the user information may further include a user identifier, for example, a QQ number.
  • the user information may further include information such as a region, a user attribute, and the like of the user.
  • the ADX obtains the user identifier from the advertisement request.
  • the ADX obtains the device number of the user equipment from the advertisement request, searches the user identifier mapping table shown in FIG. 3 according to the device number, and determines the user identifier corresponding to the device number from the user identifier mapping table.
  • the ADX obtains an advertisement that has reached the upper limit of the frequency control corresponding to the user identifier
  • the process by which ADX obtains the advertisement of the frequency-capped upper limit corresponding to the user identifier includes:
  • ADX obtains the frequency control configuration of each advertisement on each DSP separately, and the frequency control configuration includes frequency control times, that is, the upper limit of the exposure times of each advertisement on the DSP.
  • the frequency control configuration further includes a frequency control period. If the frequency control period is included, the upper limit of the exposure frequency is an upper limit of the frequency of the frequency within the frequency control period.
  • the frequency control period may be: daily, weekly, monthly, delivery period, or user-defined time, etc., wherein the delivery period refers to the entire period from the delivery to the off-site.
  • the frequency control period of a group of advertisements is 1 day, and the frequency control frequency is 5 times.
  • the maximum number of exposures of a group of advertisements to a user in one day is 5 times. When the number of exposures in one day reaches 5 times, the group The ad in the ad is no longer exposed to the user.
  • ADX will assign the frequency control configuration interface to the DSP, and the advertiser can create, modify, and delete the specific frequency control configuration on the DSP.
  • the specific content of the frequency control configuration is shown in Figure 5. It includes the advertising ID of a group of frequency-controlled advertisements, the frequency control frequency (the maximum number of advertisement exposures), and the frequency control period.
  • the frequency control configuration is performed for a group of advertisements, and the group of advertisements may include multiple advertisements, or may include only one advertisement.
  • Frequency control advertisement ID including advertisements delivered by PCs; advertisements delivered by mobile devices.
  • Frequency control times 4 times.
  • the result of performing the frequency control configuration is that the number of times the user sees the advertisement (a+b) on the PC and the mobile device is less than or equal to 4, and the effect of the frequency control is fed back to the DSP through the interface, and the advertiser can learn through the DSP. Go to the corresponding frequency control effect.
  • the frequency control configuration created by the advertiser in the DSP is finally written into the database, and the advertiser can delete and modify the frequency control configuration that has been created.
  • ADX acquires the frequency control configuration of the DSP, or obtains the number of exposures of each advertisement corresponding to the user identifier after obtaining the frequency control configuration of the DSP.
  • the specific process is that ADX queries the advertisement exposure database, and the advertisement exposure database records the number of exposures of each group of advertisements for each user, and ADX obtains the number of exposures of each advertisement corresponding to the user identifier from the advertisement exposure database.
  • the ADX determines the advertisement that has reached the upper limit of the frequency control from the advertisements corresponding to the user identifier, and the specific determination method is: determining, for each group of advertisements in each advertisement corresponding to the user identifier, whether the corresponding number of exposures reaches the frequency control The corresponding maximum number of exposures in the configuration. If the maximum number of exposures is reached, it is determined that the set of advertisements is an advertisement that has reached the upper limit of the frequency control.
  • the upper limit of the number of exposures of each advertisement includes an upper limit of the number of exposures of each advertisement in a corresponding frequency control period; and the exposure of each advertisement corresponding to the user identifier is exposed
  • the number of times includes the number of times the advertisement has been exposed in the corresponding frequency control period; the advertisement that has reached the frequency control upper limit determined from the advertisement corresponding to the user identifier is the number of times the exposure has reached the upper limit of the exposure frequency in the corresponding frequency control period. advertisment.
  • ADX determines a target advertisement that responds to the advertisement request
  • the ADX determines the targeted advertisement in response to the advertisement request described in step 401, which is the advertisement that has been obtained after the advertisement that has reached the upper frequency cap has been filtered out.
  • ADX determines the way to respond to the targeted ad for an ad request in two ways:
  • ADX After receiving the ad request from the user device, ADX generates a bid request based on the ad request.
  • the bid request includes part of the information included in the advertisement request, at least the advertisement position reserve price information in the advertisement position information in the advertisement request, and may further include a user identifier.
  • the ADX After determining the advertisement of the frequency control upper limit in the advertisement corresponding to the user identifier, the ADX carries the advertisement that has reached the frequency control upper limit in the bid request and sends the advertisement to the DSP.
  • the ADX obtains an advertisement that has reached the upper frequency control limit corresponding to the user identifier in each DSP, generates an auction request corresponding to each DSP, and sends an auction request corresponding to each DSP to the phase. Corresponding DSP.
  • the DSP After receiving the bid request sent by ADX, the DSP selects an appropriate bidding advertisement from the advertisement database according to the bidding request, and the process of selecting an appropriate bidding advertisement is specifically selecting an advertisement that meets the demand of the advertising slot information in the bidding request, and filtering out The advertisement corresponding to the upper limit of the frequency control corresponding to the user identifier.
  • the size of the ad slot in the bid request is 200px*15px.
  • the ad slot category is QQ space ad.
  • User attributes include: car, post 85, Apple, region: Shenzhen, low price ad: 200/th thousand exposure unit price, etc. Bit information. Then the DSP selects an advertisement from the advertisement database of 200px*15px size, Tesla car advertisement, and an advertising bid price greater than 200/1000th exposure unit price. If there are 5 groups of suitable advertisements selected, among the 5 groups of advertisements, 2 groups of advertisements have reached the frequency control upper limit for the user corresponding to the user identification, and then the 2 groups of advertisements are filtered out from the 5 groups of advertisements, and the remaining The three sets of ads are bidding ads.
  • the advertisement in the bidding advertisement may include an advertisement that is not up to the frequency control limit determined by the ADX from each advertisement corresponding to the user identifier, and the advertisement that is not up to the frequency control limit is an advertisement that has not been exposed more than the exposure limit .
  • each DSP After each DSP selects the bidding advertisement, it sends the bidding advertisement to ADX.
  • ADX After receiving the bidding advertisement sent by each DSP, ADX performs bidding. When a bidding advertisement sent by one DSP is successful, ADX determines that the bidding advertisement is the target advertisement.
  • ADX filters the ads that have reached the upper limit of the frequency control
  • This method is different from the first way in which the DSP filters the advertisements that have reached the upper limit of the frequency control.
  • ADX does not carry the advertisement that has reached the upper limit of the frequency control in the bid request, and the ADX receives the DSP. After the returned auction ad, filter it again.
  • ADX After receiving the ad request from the user device, ADX generates a bid request based on the ad request.
  • the bid request includes part of the information included in the advertisement request, at least the advertisement position reserve price information in the advertisement position information in the advertisement request, and may further include a user identifier.
  • the auction request does not carry an advertisement that has reached the upper limit of the frequency control.
  • ADX sends the bid request to each DSP.
  • the DSP After receiving the bid request sent by ADX, the DSP selects an appropriate bidding advertisement from the advertisement database according to the bidding request, and the process of selecting an appropriate bidding advertisement is specifically selecting an advertisement that meets the demand of the advertisement position information in the bidding request.
  • each DSP After each DSP selects the bidding advertisement, it sends the bidding advertisement to ADX.
  • the ADX After receiving the bidding advertisement sent by a DSP, the ADX determines whether the bidding advertisement belongs to the advertisement in the advertisement corresponding to the frequency control upper limit corresponding to the DSP, and if so, filters out the bidding advertisement, and the advertisement no longer participates in the bidding. The reason for the filtering is returned to the DSP.
  • the ADX determines that the bidding advertisement is the target advertisement.
  • step 402 may be performed simultaneously with step 403, or after step 403 is performed, step 402 is performed.
  • ADX sends the target advertisement to the user equipment.
  • ADX After determining the target advertisement, ADX sends the target advertisement to the user equipment for display.
  • the ADX may also adopt other filtering conditions before the bidding, for example, filtering out the advertisements already in the ADX blacklist.
  • the user equipment After receiving the target advertisement, the user equipment displays the target advertisement in the advertisement slot.
  • the APP page that generates the advertisement request or the access user (advertisement audience user) of the webpage that generates the advertisement request can see the target advertisement.
  • the ADX after the target advertisement is displayed, the ADX considers that the target advertisement generates an exposure, and records the number of times the target advertisement has been exposed for the target advertisement.
  • the specific process is as follows:
  • the user equipment After the target advertisement is displayed, the user equipment sends the exposure of the target advertisement to the ADX, and the exposure collection service of the ADX receives the exposure of the target advertisement, and records the exposure of the target user into the advertisement exposure database, specifically in the advertisement exposure database.
  • the number of times of exposure of the target advertisement corresponding to the user identifier is increased by one time.
  • an inquiry service is provided for the advertisement in step 402 that determines that the frequency control upper limit is reached.
  • a user identifier (for example, a social ID) is used to uniquely identify a user, and a mapping relationship between the device number and the user identifier is saved through the user identifier mapping table.
  • the ADX can Determining the user identifier of the user equipment, thereby randomly giving a device number, can know which user identifier (which user) is using the user equipment. Therefore, when counting the number of times an advertisement has been exposed, it is a counted total number of times the advertisement has been exposed to the same user on a plurality of user devices, and thus the advertisement of the upper limit of the frequency control corresponding to a certain user identifier determined by ADX is determined. Is an advertisement for the same user that has reached the upper limit of the frequency control on multiple user devices.
  • the advertisement corresponding to the user ID corresponding to the upper limit of the frequency control is sent to the DSP, so that the DSP can filter the advertisement that has reached the frequency control ceiling when selecting the bidding advertisement from the advertisement database according to the bidding request. Or, after the DSP returns to the auction, ADX filters out the ads that have reached the frequency cap.
  • the advertisement exposure frequency control is not performed by the device number, but a user is uniquely identified by the user identifier, and the advertisement exposure frequency control is performed by the user identifier. In this manner, when the same user uses multiple user devices, it will be recognized as the same user for control.
  • the advertisement exposure frequency control method of the embodiment of the present application can perform the cross-screen advertising frequency control. There will be no repeated ad serving for the same users, which will improve the frequency control accuracy of the ads.
  • the embodiment of the present application supports the advertiser to perform joint frequency control of the cross-flow on the connected traffic on the ADX. Counting the number of times an ad has been exposed and the frequency control configuration of an ad is calculated from the perspective of the user ID. It is the statistics of the cross-traffic site platform, not limited to a site-level statistic. Understand as a user product, such as: WeChat, QQ, web pages and other products. For example, when a user uses WeChat on the A device, the advertisement in the advertisement group 1 is exposed, and on the A device, the advertisement in the advertisement group 1 is exposed by using the mobile phone QQ, and the access page on the B device is exposed in the advertisement group 1. The advertisement, when the video site in the B device is accessed, exposes the advertisement in the ad group 1, and the number of times the ad group A has been exposed to the user is 4 times.
  • the embodiment of the present application supports setting the frequency control period in the frequency control configuration, and supports the cycle of days, weeks, months, delivery periods, or user-defined time.
  • the frequency control can further fine-tune the control, thereby improving the accuracy of the frequency control of the advertisement.
  • the information of the advertisement exposure frequency control method in the embodiment of the present application is introduced in the following with reference to FIG. 6.
  • the advertisement that has reached the upper frequency control limit is filtered by the DSP.
  • the embodiment of the present application is described by taking the user ID as the QQ account in the social ID as an example.
  • the advertisement exposure frequency control system in the embodiment of the present application includes a user equipment, an ADX, and a DSP.
  • the user equipment may include a mobile device and a PC device;
  • the ADX includes an exposure collection service module, an advertisement exposure database, a frequency control configuration database, a user identification mapping table, and the like.
  • the advertisement exposure database, the frequency control configuration database, and the user identification mapping table may not be included in the ADX, and are provided by other platforms, and the ADX shares these modules with other platforms.
  • the DSP creates a frequency control configuration, including a set of frequency control advertisements, frequency control times (maximum number of advertisement exposures), and frequency control period.
  • the frequency control configuration is written to the database and can be deleted and modified.
  • the advertising audience accesses the client (QQ on the PC side, QQ space on the PC side, APP of the mobile device, etc.), and initiates an advertisement request. If the request initiated by the PC device and the mobile device client is Tencent internal traffic, the QQ account can be obtained from it.
  • the request initiated by the mobile device carries the device number. If the request initiated by the PC device and the mobile device client is non-Tencent internal traffic, the ADX will query the user identity mapping table according to the device number.
  • mapping table returns the QQ account corresponding to the device number to the ADX. In this way, all source advertising requests can get a QQ account.
  • the frequency control configuration database returns the frequency control configuration of each DSP.
  • ADX queries the advertisement exposure database according to the QQ account of the advertising audience;
  • the advertisement exposure database returns the number of exposures of all the advertisements of the QQ account to ADX.
  • the ADX determines whether the number of times the advertisement corresponding to the QQ account in each DSP reaches the frequency control frequency in the frequency control configuration, and if so, determines that the corresponding advertisement in the corresponding DSP is the advertisement that has reached the upper frequency control limit.
  • ADX sends a bid request to the DSP, and informs the DSP that the frequency control configuration has reached the upper limit of the frequency control.
  • the DSP queries its own advertisement database, filters out the advertisements that have reached the upper frequency control limit, and selects the appropriate bidding advertisements to return to the ADX according to the advertisement bidding information in the bidding request.
  • ADX sorts the auction advertisements returned by each DSP, and selects the appropriate target advertisements to return to the user equipment.
  • the advertising audience of the user equipment accesses the client to play the advertisement, and the advertisement audience sees the advertisement, and the advertisement is exposed.
  • the exposure collection service records the exposure of the advertisement and writes it to the advertisement exposure database.
  • a user is uniquely identified by the QQ account, and the mapping relationship between the device number and the QQ account is saved through the user identifier mapping table.
  • the ADX can determine the corresponding device device.
  • the QQ account which gives a random device number, can know which QQ account user is using the user device. Therefore, when counting the number of times an advertisement has been exposed, it is a total number of times the advertisement has been exposed to the same user on a plurality of user devices, and thus the advertisement of the frequency control upper limit corresponding to a certain QQ account determined by ADX is determined. Is an advertisement for the same user that has reached the upper limit of the frequency control on multiple user devices.
  • ADX When sending the bid request to the DSP, ADX will send the advertisement corresponding to the frequency control upper limit corresponding to the QQ account to the DSP, so that the DSP can filter the advertisement that has reached the frequency control ceiling when selecting the target advertisement from the advertisement database according to the bid request.
  • the advertisement displayed on the user device side is an advertisement that does not exceed the frequency control limit for the QQ account.
  • the embodiment of the present application does not control the frequency of advertisement exposure by the device number, but uniquely identifies a user through the QQ account, and performs exposure frequency control through the QQ account. In this manner, when the same user uses a plurality of user devices, the same user is controlled.
  • the advertisement exposure frequency control method of the embodiment of the present application can perform cross-screen advertisement exposure frequency control. , will not repeat the ad delivery for the same user, improve the frequency control accuracy of the ad.
  • the above is an introduction to the method for controlling the frequency of advertisement exposure in the embodiment of the present application.
  • the advertisement transaction platform in the embodiment of the present application is introduced from the perspective of a functional module.
  • the embodiment of the present application provides an advertisement transaction platform, and specifically implements a function corresponding to the control method of the advertisement exposure frequency provided by the above method embodiment (the embodiments shown in FIGS. 4 to 6).
  • the functions may be implemented by hardware or by executing corresponding software programs through hardware.
  • the hardware and software include one or more unit modules corresponding to the functions described above, which may be software and/or hardware.
  • the advertisement transaction platform in the embodiment of the present application includes:
  • the user identifier obtaining module 701 is configured to acquire a user identifier corresponding to the user equipment according to the advertisement request initiated by the user equipment;
  • the frequency-controlled upper limit advertisement obtaining module 702 is configured to obtain an advertisement that has reached the upper frequency control limit corresponding to the user identifier;
  • the target advertisement determining module 703 is configured to determine a target advertisement that responds to the advertisement request, and the target advertisement includes an advertisement obtained after the advertisement that has reached the frequency control upper limit is filtered out;
  • the sending module 704 is further configured to send the target advertisement to the user equipment.
  • the ad exchange platform further includes:
  • the frequency control upper limit advertisement obtaining module 702 is specifically configured to obtain the frequency control configuration of each advertisement of the demand side platform, and the frequency control configuration includes an upper limit of the exposure times, and obtains the number of times of exposure of each advertisement corresponding to the user identifier, and each corresponding to the user identifier
  • the ads in the ad that have reached the upper limit of the frequency control, the ads that have reached the upper limit of the frequency limit are the ads that have reached the maximum number of exposures.
  • the frequency control configuration obtained by the frequency control upper limit advertisement obtaining module 702 further includes a frequency control period of each advertisement of the demand side platform; the obtained upper limit of the exposure times of each advertisement includes an upper limit of the number of exposures of each advertisement in the corresponding frequency control period; The number of times the advertisements corresponding to the obtained user identifiers have been exposed includes the number of times the advertisements have been exposed in the corresponding frequency control period; and the determined advertisements that have reached the upper frequency control limit include the number of times the exposures have reached the corresponding frequency control period. The capped ad.
  • the target advertisement determining module 703 is specifically configured to generate a bid request according to the advertisement request, and send the bid request to the DSP, where the bid request includes an advertisement that has reached the upper limit of the frequency control; and receive the bid advertisement sent by the DSP, and the bid advertisement includes the DSP from the advertisement according to the bid request. Select the appropriate ad in the database, and then filter the ads that have been obtained after the ads that have reached the frequency cap; when the auction ad auction is successful, determine the bidding ads as the target ads.
  • the target advertisement determining module 703 is specifically configured to generate a bid request according to the advertisement request, and send the bid request to the DSP; receive the bidding advertisement sent by the DSP, where the bidding advertisement includes an advertisement selected by the DSP from the advertisement database according to the bidding request; and then determine the bidding advertisement. Whether it belongs to an advertisement in an advertisement that has reached the frequency control limit, if the auction advertisement does not belong to an advertisement in an advertisement that has reached the frequency control limit, and when the auction advertisement bid is successful, it determines that the bid advertisement is a target advertisement.
  • the user identifier is carried in the advertisement request, and the user identifier obtaining module 701 is specifically configured to obtain the user identifier from the data reported by the user local terminal carried in the advertisement request.
  • the user identifier obtaining module 701 is configured to determine a user identifier corresponding to the device number from the user identifier mapping table according to the device number of the user equipment, where the user identifier mapping table stores a mapping relationship between the device number and the user identifier.
  • the ad exchange platform further includes:
  • the receiving module 705 is configured to receive an exposure of the target advertisement sent by the user equipment
  • the number-of-exposure recording module 706 is configured to record the number of times of exposure of the target advertisement corresponding to the user identifier according to the exposure of the target advertisement.
  • the user identifier obtaining module 701 obtains the user identifier corresponding to the user equipment according to the advertisement request initiated by the user equipment, and the frequency-capped upper limit advertisement obtaining module 702 obtains the advertisement of the upper frequency control upper limit corresponding to the user identifier, and the target
  • the advertisement determining module 703 determines a target advertisement that responds to the advertisement request, and the target advertisement is an advertisement obtained after the advertisement that has reached the upper frequency control limit has been filtered, and then the sending module 702 sends the target advertisement to the user equipment for display.
  • the advertisement exposure frequency control is not performed by the device number, but a user is uniquely identified by the user identifier, and the advertisement exposure frequency control is performed by the user identifier.
  • the advertisement exposure frequency control method of the embodiment of the present application can perform cross-screen advertisement exposure frequency control. , will not repeat the ad delivery for the same user, improve the frequency control accuracy of the ad.
  • ADX can be a server, a server, or a server cluster.
  • FIG. 8 is a schematic structural diagram of a server provided by an embodiment of the present application.
  • the server 800 may generate a large difference due to different configurations or performances, and may include one or more central processing units (CPUs) 822 (for example, , one or more processors) and memory 830.
  • the memory 830 stores one or more storage applications 842, data 844, and one or more operating systems 841.
  • the programs stored in the memory 830 may include one or more modules (not shown), each A module can include a series of instruction operations on a server.
  • the central processing unit 822 can be configured to communicate with the memory 830, and execute a series of instruction operations in the memory 830 on the server 800, and specifically perform the control method of the advertisement exposure frequency (the embodiments shown in FIG. 1 to FIG. 6) Part or all of the steps performed by ADX.
  • the operating system 841 can be, for example, Windows ServerTM, Mac OS XTM, UnixTM, LinuxTM, FreeBSDTM, and the like.
  • Server 800 may also include one or more power sources 826, one or more wired or wireless network interfaces 850, and one or more input and output interfaces 858.
  • the present application also provides a computer storage medium storing an application program, the program execution portion including the ADX execution portion of the above-described advertisement exposure frequency control method (the embodiment shown in FIGS. 1 to 6) or All steps.
  • the disclosed system, apparatus, and method may be implemented in other manners.
  • the device embodiments described above are merely illustrative.
  • the division of the unit is only a logical function division.
  • there may be another division manner for example, multiple units or components may be combined or Can be integrated into another system, or some features can be ignored or not executed.
  • the mutual coupling or direct coupling or communication connection shown or discussed may be an indirect coupling or communication connection through some interface, device or unit, and may be in an electrical, mechanical or other form.
  • the units described as separate components may or may not be physically separated, and the components displayed as units may or may not be physical units, that is, may be located in one place, or may be distributed to multiple network units. Some or all of the units may be selected according to actual needs to achieve the purpose of the solution of the embodiment.
  • each functional unit in each embodiment of the present application may be integrated into one processing unit, or each unit may exist physically separately, or two or more units may be integrated into one unit.
  • the above integrated unit can be implemented in the form of hardware or in the form of a software functional unit.
  • the integrated unit if implemented in the form of a software functional unit and sold or used as a standalone product, may be stored in a computer readable storage medium.
  • a computer readable storage medium A number of instructions are included to cause a computer device (which may be a personal computer, server, or network device, etc.) to perform all or part of the steps of the methods described in various embodiments of the present application.
  • the foregoing storage medium includes: a U disk, a mobile hard disk, a read-only memory (ROM), a random access memory (RAM), a magnetic disk, or an optical disk, and the like, which can store program codes. .

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Abstract

L'invention concerne un procédé de commande de fréquence d'exposition publicitaire ainsi qu'une plateforme d'échange de publicité permettant de commander une fréquence de publicité en mode inter-écrans. Le procédé comprend les étapes suivantes : une plateforme d'échange de publicité (ADX) obtient un identifiant utilisateur correspondant à un équipement utilisateur en fonction d'une demande de publicité lancée par l'équipement utilisateur (401) ; l'ADX obtient les publicités qui atteignent une limite supérieure de commande de fréquence et qui correspondent à l'identifiant utilisateur (402) ; l'ADX détermine les publicités cibles répondant à la demande de publicité (403), les publicités cibles comprenant les publicités obtenues après que les publicités atteignant la limite supérieure de commande de fréquence ont été filtrées ; puis, l'ADX envoie les publicités cibles à l'équipement utilisateur correspondant à l'identifiant utilisateur cible (404). Selon le procédé, un utilisateur est identifié de manière unique par un identifiant utilisateur et une fréquence de publicité est commandée à l'aide de l'identifiant utilisateur. Par conséquent, la fréquence de publicité peut être commandée en mode inter-écrans et les publicités répétées ne sont pas transmises au même utilisateur, ce qui permet d'améliorer la précision de commande de la fréquence de publicité.
PCT/CN2018/073618 2017-01-22 2018-01-22 Procédé de commande de fréquence d'exposition publicitaire et plateforme d'échange de publicité Ceased WO2018133863A1 (fr)

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CN109598538A (zh) * 2018-11-06 2019-04-09 汪浩 一种广告投放的流量控制方法、装置、设备及介质
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CN113610561A (zh) * 2021-07-15 2021-11-05 邹丽敏 一种全域广告曝光频次的控制方法及系统
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