CN113379466B

CN113379466B - Advertisement display method and device

Info

Publication number: CN113379466B
Application number: CN202110745254.6A
Authority: CN
Inventors: 赵志文; 李涛
Original assignee: Zhengzhou Apas Digital Cloud Information Technology Co ltd
Current assignee: Zhengzhou Apas Digital Cloud Information Technology Co ltd
Priority date: 2021-06-30
Filing date: 2021-06-30
Publication date: 2024-02-09
Anticipated expiration: 2041-06-30
Also published as: CN113379466A

Abstract

The embodiment of the application provides an advertisement display method and device, and relates to the technical field of data processing, wherein the method comprises the following steps: according to a preset time interval, acquiring operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval; determining a current request strategy of the advertisement group according to the operation behavior data; if the advertisement display condition of the preset target advertisement position is met, carrying out request processing on advertisement data according to the determined request strategy to obtain advertisement data of the target advertisement to be displayed currently in the advertisement group; and displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement. Through this application embodiment, realized the targeted accurate show of advertisement, and promoted the show efficiency of advertisement.

Description

Advertisement display method and device

Technical Field

The present disclosure relates to the field of data processing technologies, and in particular, to an advertisement display method and apparatus.

Background

With the continuous development of the technology level, various terminal applications (App) are continuously driven into the life of people, and Application advertisements are also generated. The application developer adds the appointed advertisement into the application according to the appeal of the advertiser, and when the terminal equipment of the user installs the application, the user enters the corresponding page of the application, and can watch the appointed advertisement or click the appointed advertisement.

In practical application, in general, each advertisement space in the terminal application corresponds to a plurality of advertisements, and the server side can adjust the display sequence of the advertisements at any time based on the income condition of each advertisement. Therefore, in the process of displaying advertisements, the display sequence of the advertisements is obtained from the server at each time, and then the advertisement display process is performed according to the obtained display sequence. However, the display order needs to be acquired from the server before each advertisement display, which reduces the display efficiency of the advertisement.

Disclosure of Invention

The embodiment of the application aims to provide an advertisement display method and device, so as to solve the problem of low advertisement display efficiency of the existing advertisement display mode.

In a first aspect, an embodiment of the present application provides an advertisement display method, including:

according to a preset time interval, acquiring operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval;

determining a current request strategy of the advertisement group according to the operation behavior data so as to perform advertisement display processing of the target advertisement position according to the request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements corresponding to the advertisement group;

If the advertisement display condition of the target advertisement position meets the preset requirement, carrying out request processing of advertisement data according to the request strategy to obtain advertisement data of the target advertisement to be displayed currently in the advertisement group;

and displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement.

In a second aspect, an embodiment of the present application provides an advertisement display device, including:

the first acquisition module is used for acquiring operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval according to the preset time interval;

the first determining module is used for determining the current request strategy of the advertisement group according to the operation behavior data so as to perform advertisement display processing of the target advertisement position according to the request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements corresponding to the advertisement group;

the processing module is used for carrying out request processing on advertisement data according to the request strategy if the preset advertisement display condition of the target advertisement position is met, so as to obtain the advertisement data of the target advertisement to be displayed currently in the advertisement group;

And the display module is used for displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement.

In a third aspect, an embodiment of the present application provides an advertisement presentation apparatus, including: a processor; and a memory arranged to store computer executable instructions which, when executed, cause the processor to implement the steps of the advertisement presentation method provided in the first aspect above.

In a fourth aspect, embodiments of the present application provide a storage medium storing computer-executable instructions that, when executed, implement the steps of the advertisement presentation method provided in the first aspect above.

According to the embodiment of the application, according to the preset time interval, the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval is obtained; determining a current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition of the preset target advertisement position is met, carrying out request processing on advertisement data according to a request strategy to obtain advertisement data of the target advertisement to be displayed currently in the advertisement group; and displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement. Therefore, the terminal equipment automatically determines the request strategy of the advertisement group, and when the advertisement display condition is determined to be met, the display processing of the advertisement is directly carried out based on the determined request strategy, and the display sequence is not required to be acquired from the server before the advertisement is displayed each time, so that the display efficiency of the advertisement is improved. In addition, the request strategy is determined based on the operation behavior data of the target user on the advertisement group, and the operation behavior data reflects the interest degree of the target user on different advertisements, so that the target advertisement requested based on the determined request strategy and displayed to the target user is the advertisement interested by the target user and is not a fixed advertisement corresponding to the display sequence acquired from the server side any more, and targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted correspondingly according to the change of the interest of the target user in the advertisement, and the rationality and the effectiveness of the request strategy are ensured.

Drawings

In order to more clearly illustrate one or more embodiments of the present application or the prior art solutions, the following description will briefly describe the drawings used in the embodiments or the prior art descriptions, and it should be apparent that the drawings in the following description are only some embodiments described in the present application, and that other drawings may be obtained according to these drawings without inventive effort to a person having ordinary skill in the art.

Fig. 1 is a schematic flow chart of a first method for displaying advertisements according to an embodiment of the present application;

fig. 2 is a second flowchart of an advertisement displaying method according to an embodiment of the present application;

fig. 3 is a third flowchart of an advertisement displaying method according to an embodiment of the present application;

fig. 4 is a fourth flowchart of an advertisement displaying method according to an embodiment of the present application;

fig. 5 is a fifth flowchart of an advertisement displaying method according to an embodiment of the present application;

fig. 6 is a schematic diagram of module composition of an advertisement display device according to an embodiment of the present application;

fig. 7 is a schematic structural diagram of an advertisement display device according to an embodiment of the present application.

Detailed Description

In order to better understand the technical solutions in the embodiments of the present application, the following description will clearly and completely describe the technical solutions in the embodiments of the present application with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are only some embodiments of the present application, but not all embodiments. All other embodiments, which can be made by one of ordinary skill in the art based on the embodiments of the present application without making any inventive effort, shall fall within the scope of the present application.

Fig. 1 is a flow chart of an advertisement display method provided in an embodiment of the present application, where the method in fig. 1 can be performed by a terminal device, and the terminal device may be a mobile phone, a platform computer, a desktop computer, a portable notebook, etc. As shown in fig. 1, the method comprises the steps of:

step S102, according to a preset time interval, obtaining operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval;

in this embodiment of the present Application, an Application (App) carrying at least one advertisement slot may be installed in a terminal device of a target user, and the advertisement slot may be set in each interface of the Application or may be set in a certain interface of the Application. Each advertisement space corresponds to at least one advertisement group, and each advertisement group comprises a plurality of advertisements. When the terminal equipment displays the advertisements corresponding to each advertisement position, if the operation behaviors of the target user on the displayed advertisements are detected, the operation behavior data of the target user are generated and stored according to the identification information of the advertisement position, the operation type of the target user, the advertisement information of the advertisements operated by the target user and the like. And the terminal equipment acquires the operation behavior data of the advertisement group corresponding to the target advertisement position in the corresponding time interval from the stored operation behavior data according to the preset time interval and the identification information of the target advertisement position. The advertisement may be a propaganda advertisement of food, articles for daily use, etc., or may be a download installation guide advertisement of an application, or may be a public service advertisement, etc., and the type of advertisement is not specifically limited in the present application. Types of operations such as click, download, install, etc. Advertisement information such as advertisement titles, URLs of advertisement materials, and the like. The time interval can be set according to the needs in practical application, for example, 4 hours, and the terminal device can obtain the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position between 8 points and 12 points when the target user is 12 points, and obtain the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position between 12 points and 16 points when the target user is 16 points, and the like.

Step S104, determining the current request strategy of the advertisement group according to the operation behavior data so as to perform advertisement display processing of the target advertisement position according to the determined request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements in the advertisement group;

it can be understood that the more the operation behavior of the target user on a certain advertisement, the more interested the target user is in the advertisement, therefore, the request strategy for representing the request priority of a plurality of advertisements in the advertisement group can be determined according to the operation behavior data of the target user, and the advertisement display processing of the target advertisement position can be performed according to the determined request strategy. Not only can realize targeted and accurate display of advertisements; and before each advertisement display, the display sequence of the advertisement needs to be acquired from the server, so that the display efficiency of the advertisement can be improved.

Step S106, if the advertisement display condition of the preset target advertisement position is met, carrying out request processing of advertisement data according to a request strategy to obtain the advertisement data of the target advertisement to be displayed currently in the advertisement group;

optionally, if it is determined that the opening operation of the target user on the application program carrying the target advertisement space is detected, determining that advertisement display conditions of the preset target advertisement space are met; or if the opening operation of the target user on the page carrying the target advertisement position is detected, determining that the advertisement display condition of the preset target advertisement position is met. And when the advertisement display condition of the preset target advertisement position is determined to be met, carrying out request processing on advertisement data according to the request priority of each advertisement represented by the request strategy and the sequence from the request priority to the bottom, and obtaining the advertisement data of the target advertisement to be displayed currently. Wherein the advertisement data includes advertisement titles, URLs of advertisement materials, and the like.

Step S108, displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement.

Specifically, rendering and other processing are performed according to advertisement data of the target advertisement, so that the target advertisement is displayed to the target user in the target advertisement position.

In the embodiment of the application, the terminal equipment acquires the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval according to the preset time interval; determining a current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition of the preset target advertisement position is met, carrying out request processing on advertisement data according to a request strategy to obtain advertisement data of the target advertisement to be displayed currently in the advertisement group; and displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement. Therefore, the terminal equipment automatically determines the request strategy of the advertisement group, and when the advertisement display condition is determined to be met, the display processing of the advertisement is directly carried out based on the determined request strategy, and the display sequence is not required to be acquired from the server before the advertisement is displayed each time, so that the display efficiency of the advertisement is improved. In addition, the request strategy is determined based on the operation behavior data of the target user on the advertisement group, and the operation behavior data reflects the interest degree of the target user on different advertisements, so that the target advertisement requested based on the determined request strategy and displayed to the target user is the advertisement interested by the target user and is not a fixed advertisement corresponding to the display sequence acquired from the server side any more, and targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted correspondingly according to the change of the interest of the target user in the advertisement, and the rationality and the effectiveness of the request strategy are ensured.

When the terminal equipment of the target user installs the application program carrying the target advertisement position for the first time, no operation behavior data of the target user on the advertisement group corresponding to the target advertisement position exists, and at this time, in order to determine the advertisement group corresponding to the target advertisement position and determine the request strategy of the advertisement group, the first target advertisement is displayed. In one or more embodiments of the present application, step S102 may further include the following steps S100-2 to S100-8:

step S100-2, if the advertisement display condition of the target advertisement position is determined to be met and the request strategy of the advertisement group corresponding to the target advertisement position is determined to be not stored locally, acquiring the request strategy of the advertisement group corresponding to the target advertisement position from a second server side and storing the request strategy to the local;

specifically, if the advertisement display condition of the target advertisement position is determined to be met and the request strategy of the advertisement group corresponding to the target advertisement position is determined to be not stored locally, an acquisition request of the request strategy is sent to the second server according to the identification information of the target advertisement position, so that the second server acquires the corresponding request strategy according to the identification information in the acquisition request and sends the request strategy to the terminal equipment; and the terminal equipment receives the request strategy sent by the second server. The second server may be a server corresponding to an application program carrying the target advertisement space. The request policy may be determined by the second server based on an average ecpmd (effective cost per mille) of each advertisement over a predetermined history period, and the advertising revenue available for each thousand impressions. The preset history period is, for example, 3 days in the past. As an example, the target ad slots correspond to ad a, ad B, and ad C, where average ecpmd of ad a is 20, average ecpmd of ad B is 15, and average ecpmd of ad C is 25, then the request policy is determined to be c→a→b, the request priority of characterizing ad C is higher than ad a, and the request priority of ad a is higher than ad B.

Further, due to the profit situation of the advertisement, the showing situation of the advertisement is affected, for example, the profit of the advertisement B is bad, when the terminal device requests the advertisement data of the advertisement B from the advertiser corresponding to the advertisement B, the advertiser decides not to issue the advertisement data of the advertisement B any more, and at this time, the advertisement B request fails and can not be shown. Therefore, in the subsequent determination of the request policy, not only the interest of the target user but also the profit situation of each advertisement need to be considered. Based on this, in one or more embodiments of the present application, the second server further determines an average ecpm of each advertisement in the advertisement group corresponding to the target advertisement slot as a revenue parameter of the corresponding advertisement, and sends the revenue parameter and the determined request policy to the terminal device; correspondingly, the terminal device stores the benefit parameter and the request strategy.

Step S100-4, carrying out request processing on advertisement data according to the acquired request strategy to obtain advertisement data of a target advertisement to be displayed currently in an advertisement group;

step S100-6, displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement;

the implementation process of step S100-4 and step S100-6 is the same as the implementation process of step S106 and step S108, and reference may be made to the related description hereinafter, and the repetition is not repeated here.

And step S100-8, recording the putting data of the target advertisement in the target advertisement position, and generating and storing the operation behavior data of the target user when the operation behavior of the target user on the target advertisement is reached.

Specifically, in consideration of the subsequent determination of the request policy, not only the interest of the target user but also factors of the advertisement itself, such as the request status, the display status, and the like of the advertisement data, for example, the advertisement a is an advertisement of interest to the user, but always the request fails to be displayed, and the like. Based on this, in one or more embodiments of the present application, after each showing the current target advertisement, the delivery data of the target advertisement in the target advertisement space is also recorded. The put data may be record data including identification information of the target advertisement position, advertisement information of the target advertisement, a request result, a display result and a record time, for example, a certain put data is "001, brand A food, successful request, failed display, 2021-6-16", where 001 is the identification information of the target advertisement position; brand A food is the advertisement title of the target advertisement, the request success is the request result, the display failure is the display result, and 2021-6-16 is the recording time of the put data. The delivery data can also be record information comprising identification information of a target advertisement position, advertisement information of a target advertisement, the successful times of requests and the successful times of display; for example, a certain put data is "001, brand A food, request success 10, show success 8", wherein 001 is the identification information of the target advertisement position; brand a food is the advertisement title of the targeted advertisement, requesting success 10 tokens has requested success 10 times, displaying success 8 tokens to display success 8 times. The specific form of the delivery data is not specifically limited in this application.

After installing an application program carrying a target advertisement position, the terminal equipment acquires a request strategy from a second server side when carrying out advertisement display for the first time, requests advertisement data according to the request strategy, displays the target advertisement, and collects operation behavior data of a target user; and then, when the time point corresponding to the preset time interval is reached for the first time, updating the request strategy acquired from the second server according to the collected operation behavior data of the target user, so as to display the target advertisement based on the preference and interest of the target user and the request strategy updated by the terminal equipment, namely, executing the steps S102 to S108.

In practical application, the types of advertisement groups corresponding to different advertisement positions are different, and the types are different, so that the request modes of advertisement data are different. The advertisement group type comprises a parallel group and a serial group, wherein the parallel group represents the request processing of advertisement data for a plurality of corresponding advertisements at the same time; the serial group representation sequentially carries out request processing of advertisement data on a plurality of corresponding advertisements; it follows that for a parallel group, there is no request for priority of multiple advertisements; for a serial group, the advertisements are classified as request priority. When the advertisement group corresponding to the target advertisement position is a single parallel group, namely only one parallel group, the determination processing of the request strategy is not needed. Based on this, as shown in fig. 2, step S102 may include the following steps S102-2 and S102-4:

Step S102-2, determining attribute information of an advertisement group corresponding to a target advertisement position according to a preset time interval;

wherein the attribute information includes a number and a type. Optionally, the corresponding relation between the identification information and the attribute information of the advertisement position is stored in the terminal device, and accordingly, the terminal device obtains the corresponding attribute information from the corresponding relation according to the identification information of the target advertisement position. Or the request strategy comprises the attribute information of each advertisement group, and correspondingly, the terminal equipment counts the number of the advertisement groups according to the request strategy of the target advertisement position stored currently, acquires the type information of each advertisement group from the request strategy, and determines the counted number and the acquired type information as the attribute information of the advertisement group corresponding to the target advertisement position.

Step S102-4, if the attribute information indicates that the advertisement group is not a single parallel group, acquiring operation behavior data of a target user on the advertisement group in a corresponding time interval;

corresponding to the above steps S102-2 and S102-4, as shown in FIG. 2, step S104 may include the following steps S104-2 and S104-4:

step S104-2, if the attribute information characterizes that the advertisement groups are a plurality of and comprise serial groups, determining a current inter-group request strategy of each advertisement group and a current intra-group request strategy of the serial groups according to the operation behavior data;

Step S104-4, if the attribute information characterizes that the advertisement group is a single serial group, determining a current intra-group request strategy of the serial group according to the operation behavior data.

As described above, in determining the request policy, it is necessary to consider not only the preference of the target user but also the profit of each advertisement and the self-situation of each advertisement. Based on this, as shown in fig. 3, step S102-4 may further include the following step S103:

step S103, determining the profit parameters of the advertisement group and the putting data of the advertisement group in the corresponding time interval.

Specifically, according to the identification information of the target advertisement position, the associated revenue parameter and the delivery data are obtained from the saved revenue parameter and the delivery data. The revenue parameters may also be obtained from the second server, that is, according to the identification information of the target advertisement space, a revenue parameter obtaining request is sent to the second server, and the revenue parameters sent by the second server are received.

Corresponding to step S103, as shown in FIG. 3, step S104-2 may include the following steps S104-20, and steps S104-4 may include the following steps S104-40:

step S104-20, if the attribute information characterizes that the advertisement groups are a plurality of and comprise serial groups, determining the current inter-group request strategy of each advertisement group and the current intra-group request strategy of the serial groups according to the acquired operation behavior data, the determined profit parameters and the throwing data.

Specifically, as shown in FIG. 4, step S104-20 may include the following steps S104-20-2 to S104-20-10:

step S104-20-2, if the attribute information characterizes that the advertisement groups are a plurality of and comprise serial groups, determining the click rate of a target user to each advertisement in each advertisement group in a corresponding time interval according to the operation behavior data and the throwing data;

specifically, determining the clicking times of a target user on each advertisement in each advertisement group in a corresponding time interval according to the operation behavior data; according to the putting data, the successful showing times of each advertisement in each advertisement group in the corresponding time interval are determined; dividing the clicking times corresponding to each advertisement with the successful times of display to obtain the clicking rate of the target user on each advertisement in the corresponding time interval.

For example, according to the operation behavior data, determining that the click frequency of the target user on the advertisement a is 1 and the display success frequency is 4, and determining that the point record of the target user on the advertisement a is 1/4=0.25; and determining that the click frequency of the target user on the advertisement B is 6 and the display success frequency is 8 according to the operation behavior data, and determining that the point record of the target user on the advertisement B is 6/8=0.75 and the like.

Step S104-20-4, determining the display rate of each advertisement in each advertisement group in a corresponding time interval according to the delivery data;

Specifically, according to the put data, the request success times and the display success times of each advertisement in each advertisement group in the corresponding time interval are determined; dividing the successful display times of each advertisement with the successful request times to obtain the display rate of each advertisement.

For example, determining that the number of successful requests of the advertisement a is 4 and the number of successful display times is 4 according to the delivery data, and the display rate of the advertisement a is 4/4=1; the number of successful requests of advertisement C is 5, and the number of successful display times is 4, and the display rate of advertisement C is 4/5=0.8. It should be noted that, when the advertisement data request is successful, the target user may close the corresponding application program, or the terminal device of the target user is suddenly powered off, so that the corresponding advertisement request is successful, but the display fails, and therefore, the number of times of display success may be smaller than the number of times of request success.

Step S104-20-6, determining a first evaluation parameter of each advertisement in the advertisement group based on the click rate, the profit parameter and the display rate according to a preset mode;

optionally, weighting the click rate, the profit parameter and the display rate of each advertisement according to weights corresponding to the preset click rate, the profit parameter and the display rate to obtain a first evaluation parameter of each advertisement. Or according to a preset formula, calculating based on the click rate, the profit parameter and the display rate to obtain a first evaluation parameter of each advertisement.

As an example, the preset gain parameter is set to have a weight of 0.5, the click rate is set to have a weight of 0.4, and the presentation rate is set to have a weight of 0.1. The profit parameter of the advertisement A is 15, the click rate is 0.25, and the display rate is 1; the profit parameter of the advertisement B is 10, the click rate is 0.75, and the display rate is 1; the profit parameter of the advertisement C is 8, the click rate is 0.5, and the display rate is 0.8; the profit parameter of the advertisement D is 5, the click rate is 0, and the display rate is 0.3. The first rating parameter for the available ad a is calculated as: 0.5×15+0.4×0.25×100+0.1×1×100=27.5; the first evaluation parameters of advertisement B are: 0.5×10+0.4×0.75×100+0.1×1×100=45; the first evaluation parameters of advertisement C are: 0.5×8+0.4×0.5×100+0.1×0.8×100=32. The first evaluation parameters of advertisement D are: 0.5+0.4×0×100+0.1×0.3×100=5.5. It should be noted that, for ease of calculation, the click rate and the presentation rate are multiplied by the corresponding weights and multiplied by 100 again.

Step S104-20-8, determining a second evaluation parameter of each advertisement group according to the first evaluation parameters of each advertisement in each advertisement group; sorting the second evaluation parameters to obtain the current inter-group request strategy of each advertisement group;

specifically, adding the first evaluation parameters of the advertisements in each advertisement group to obtain a second evaluation parameter of each advertisement group; and performing descending order processing according to the second evaluation parameter to obtain the current component request strategy of each advertisement group.

As an example, the targeted ad slot corresponds to three ad groups, including parallel group 1, serial group 1, and serial group 2, where the second evaluation parameter of parallel group 1 is 85, the second evaluation parameter of serial group 1 is 110, and the second evaluation parameter of serial group 2 is 90, then the inter-group request policy may be determined to be: serial group 1- & gt serial group 2- & gt parallel group 1, the request priority of the serial group 1 is higher than the request priority of the serial group 2, and the request priority of the serial group 2 is higher than the request priority of the parallel group 1.

And step S104-20-10, sequencing the first evaluation parameters of each advertisement in the serial group to obtain the current intra-group request strategy of the serial group.

Specifically, according to the first evaluation parameter of each advertisement in the serial group, descending order sorting is performed to obtain the current intra-group request strategy of the serial group.

For example, serial group 1 includes advertisement A, advertisement B, advertisement C, and advertisement D of the above example, then the intra-group request policy for serial group 1 is: b, C, A and D, the request priority of the characterization advertisement B is highest, and the request priority of the advertisement D is lowest.

Step S104-40, if the attribute information characterizes that the advertisement group is a single serial group, determining a current intra-group request strategy of the serial group according to the acquired operation behavior data, the determined benefit parameter and the throwing data.

Specifically, as shown in FIG. 4, step S104-40 may include the following steps S104-40-2 to S104-40-8:

step S104-40-2, if the attribute information characterizes that the advertisement group is a single serial group, determining the click rate of a target user to each advertisement in the serial group in a corresponding time interval according to the operation behavior data and the throwing data;

step S104-40-4, determining the display rate of each advertisement in the serial group in a corresponding time interval according to the put data;

step S104-40-6, determining a first evaluation parameter of each advertisement in the serial group based on the click rate, the profit parameter and the display rate according to a preset mode;

and step S104-40-8, sequencing the first evaluation parameters of each advertisement to obtain the current intra-group request strategy of the serial group.

The implementation process of steps S104-40-2 to S140-40-8 is the same as the implementation process of steps S120-2 to S120-6 and S120-10, and reference may be made to the above description, and the repetition is not repeated here.

Because the request strategy is determined based on the operation behavior data of the target user, the profit parameter of each advertisement and the delivery data, the preference and the interest of the target user are considered, and the condition of each advertisement is considered, the rationality and the effectiveness of the request strategy are ensured, so that the accurate display of the advertisement can be performed based on the request strategy, the request strategy does not need to be acquired from the second server before each advertisement display, and the advertisement display efficiency is improved.

After determining a request strategy of an advertisement group corresponding to a current target advertisement position based on operation behavior data of a user and the like, invalidating a previous request strategy which is stored locally by the terminal equipment; and take into account that advertisements of interest to the user may be different in different time periods. Thus, in one or more embodiments of the present application, after step S104, the method may further include:

and updating the request strategy stored locally and currently into the determined request strategy, and deleting the stored operation behavior data, namely deleting the operation behavior data acquired in the step S102 from the corresponding storage space.

Further, corresponding to the above steps S102-2 and S102-4, and steps S104-2 and S104-4, as shown in FIG. 2, step S106 may include the following steps S106-2 to S106-8:

step S106-2, determining a target advertisement group to be requested currently according to an inter-group request strategy; if the type of the target advertisement group is a serial group, executing step S106-4; if the type of the target advertisement group is a parallel group, executing step S106-6;

specifically, if the advertisement groups are determined to be a plurality of according to the acquired attribute information of the advertisement groups, determining a target advertisement group to be requested currently according to a request strategy in the group; and determining the type of the target advertisement, if the type of the target advertisement group is a serial group, executing the step S106-4; if the type of the targeted ad group is a parallel group, step S106-6 is performed.

Step S106-4, according to the intra-group request strategy of the target advertisement group, sequentially requesting advertisement data from a first server corresponding to each advertisement in the target advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be displayed currently when the advertisement data is requested;

specifically, according to a request strategy in a target advertisement group, determining an advertisement with highest request priority as a current advertisement to be requested, sending an advertisement data acquisition request to a first server corresponding to the current advertisement to be requested, determining whether advertisement data sent by the first server is received within a preset duration, and if so, determining the received advertisement data as advertisement data of the target advertisement to be displayed currently; if not, according to the intra-group request strategy of the target advertisement group, determining the advertisement with the request priority adjacent to and behind the current advertisement to be requested as the current advertisement to be requested, and continuing the request processing of the advertisement data according to the mode until the advertisement data is obtained.

As an example, if the target advertisement group is the serial group 1, firstly, sending an advertisement data acquisition request to a first server corresponding to the advertisement B; and if the advertisement data sent by the first server corresponding to the advertisement B is received within the preset time, determining the corresponding advertisement B as the target advertisement to be displayed. If the advertisement data sent by the first server corresponding to the advertisement B is received in the preset time, sending an advertisement data acquisition request to the first server corresponding to the advertisement C; if the advertisement data sent by the first server corresponding to the advertisement C is received within the preset time, the corresponding advertisement C is determined to be the target advertisement to be displayed. If the advertisement data sent by the first server corresponding to the advertisement C is not received within the preset time, sending an advertisement data acquisition request to the first server corresponding to the advertisement A, and the like until the advertisement data is acquired.

Step S106-6, simultaneously requesting advertisement data from a first server corresponding to each advertisement in the target advertisement group, and determining the advertisement data requested first as the advertisement data of the target advertisement to be displayed currently;

specifically, an advertisement data acquisition request is sent to a first server corresponding to each advertisement in the target advertisement group, and advertisement data sent by the first server which is received first is determined to be advertisement data of the target advertisement to be displayed currently. If a plurality of advertisement data are received at first, one advertisement data can be randomly selected from the advertisement data to be determined as the advertisement data of the target advertisement to be displayed at present; alternatively, the advertisement types of advertisements of interest to the user may be determined according to the operational behavior data of the user; and determining advertisement data of which the advertisement types are matched with the advertisement types interested by the target user in the plurality of advertisement data at the same time as the advertisement data of the target advertisement to be displayed currently.

Further, if the advertisement data is not acquired based on the current target advertisement group according to the inter-group request policy, determining the advertisement group adjacent to the current target advertisement group and having the priority level behind the current target advertisement group as the current target advertisement group according to the inter-group request policy, and performing the acquisition processing of the advertisement data based on the current target advertisement group according to the above manner until the advertisement data is acquired.

Step S106-8, according to the intra-group request strategy of the advertisement group, sequentially requesting advertisement data from a first server corresponding to each advertisement in the advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be put currently when the advertisement data is requested.

Specifically, if the advertisement group is determined to be a single serial group according to the acquired attribute information of the advertisement group, advertisement data is sequentially requested to a first server corresponding to each advertisement in the advertisement group according to a request strategy in the advertisement group, and when the advertisement data is requested, the requested advertisement data is determined to be the advertisement data of the target advertisement to be put currently. The specific implementation manner of step S106-8 is the same as that of step S106-4, and reference may be made to the foregoing related description, and the details are not repeated here.

Therefore, based on the determined request strategy, corresponding advertisement data request processing is carried out according to the number and types of the advertisement groups, and the acquired advertisement data is ensured to be the advertisement interested by the target user, so that accurate display of the advertisement can be realized.

In order to ensure that the policy is effectively updated in a time-sharing manner, in one or more embodiments of the present application, as shown in fig. 5, step S108 may further include the following steps S110 and S112:

Step S110, recording the putting data of the target advertisement in the target advertisement position;

step S112, if the operation behavior of the target user on the target advertisement is detected, the operation behavior data of the target user is generated and stored.

Corresponding to the advertisement display method described above, based on the same technical concept, the embodiment of the application also provides an advertisement display device, which is applied to the terminal equipment. Fig. 6 is a schematic diagram of module composition of an advertisement display device according to an embodiment of the present application, as shown in fig. 6, where the device includes:

the first obtaining module 201 is configured to obtain, according to a preset time interval, operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval;

a first determining module 202, configured to determine, according to the operation behavior data, a current request policy of the advertisement group, so as to perform advertisement display processing of the target advertisement space according to the request policy; wherein the request policy characterizes request priorities of a plurality of advertisements corresponding to the advertisement group;

the processing module 203 is configured to perform request processing on advertisement data according to the request policy if it is determined that the preset advertisement display condition of the target advertisement space is satisfied, so as to obtain advertisement data of a target advertisement to be displayed currently in the advertisement group;

and the display module 204 is used for displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement.

Optionally, the first obtaining module 201 is specifically configured to:

determining attribute information of an advertisement group corresponding to a target advertisement position;

if the attribute information indicates that the advertisement group is not a single parallel group, acquiring operation behavior data of a target user on the advertisement group in a corresponding time interval according to a preset time interval; wherein the parallel group characterization simultaneously processes requests for advertisement data for a corresponding plurality of advertisements.

Optionally, the first determining module 202 is specifically configured to:

if the attribute information characterizes that the advertisement groups are a plurality of and comprise serial groups, determining a current inter-group request strategy of each advertisement group and a current intra-group request strategy of the serial groups according to the operation behavior data; the serial group characterization sequentially performs request processing of advertisement data on a plurality of corresponding advertisements;

and if the attribute information characterizes that the advertisement group is a single serial group, determining a current intra-group request strategy of the serial group according to the operation behavior data.

Optionally, the apparatus further comprises: a second determination module;

the second determining module is used for determining the profit parameters of the advertisement group and the putting data of the advertisement group in the corresponding time interval;

Accordingly, the first determining module 202 is specifically configured to determine, according to the operation behavior data, the benefit parameter, and the delivery data, a current inter-group request policy of each advertisement group.

Optionally, the first determining module 202 is further specifically configured to:

determining the click rate of the target user to each advertisement in each advertisement group in a corresponding time interval according to the operation behavior data and the delivery data;

according to the put data, determining the display rate of each advertisement in each advertisement group in the corresponding time interval;

according to a preset mode, determining a first evaluation parameter of each advertisement in the advertisement group based on the click rate, the profit parameter and the display rate;

determining a second evaluation parameter of each advertisement group according to the first evaluation parameters of the advertisements in each advertisement group;

and sequencing the second evaluation parameters to obtain the current inter-group request strategy of each advertisement group.

and sequencing the first evaluation parameters of each advertisement in the serial group to obtain the current intra-group request strategy of the serial group.

Optionally, the processing module 203 is specifically configured to:

if the advertisement groups are determined to be a plurality of, determining a target advertisement group to be requested currently according to the inter-group request strategy; if the type of the target advertisement group is a serial group, sequentially requesting advertisement data from a first server corresponding to each advertisement in the target advertisement group according to a request strategy in the target advertisement group, and determining the requested advertisement data as advertisement data of the target advertisement to be displayed currently when the advertisement data is requested; if the type of the target advertisement group is a parallel group, simultaneously requesting advertisement data from a first server corresponding to each advertisement in the target advertisement group, and determining the advertisement data which is requested first as the advertisement data of the target advertisement to be displayed currently;

and if the advertisement group is a single serial group, sequentially requesting advertisement data from a first server corresponding to each advertisement in the advertisement group according to a request strategy in the advertisement group, and determining the requested advertisement data as advertisement data of a target advertisement to be displayed currently when the advertisement data is requested.

Optionally, the apparatus further comprises: the second acquisition module and the updating module;

The second obtaining module obtains, before the first obtaining module 201 obtains operation behavior data of the advertisement group corresponding to the target advertisement position in the corresponding time interval, if it is determined that the advertisement display condition of the target advertisement position is satisfied and the request policy of the advertisement group is not stored locally, the request policy of the advertisement group from the second server and stores the request policy to the local;

the updating module is configured to update a locally-stored request policy to the determined request policy after the first determining module 202 determines the current request policy of the advertisement group, and delete the stored operation behavior data.

Optionally, the apparatus further comprises: a recording module;

the recording module is used for recording the putting data of the target advertisement in the target advertisement position; the method comprises the steps of,

and if the operation behavior of the target user on the target advertisement is detected, generating operation behavior data of the target user and storing the operation behavior data.

According to the advertisement display device provided by the embodiment of the application, according to the preset time interval, the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval is obtained; determining a current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition of the preset target advertisement position is met, carrying out request processing on advertisement data according to a request strategy to obtain advertisement data of the target advertisement to be displayed currently in the advertisement group; and displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement. Therefore, the advertisement display device automatically determines the request strategy of the advertisement group, and when the advertisement display condition is determined to be met, the advertisement display device directly performs advertisement display processing based on the determined request strategy, and does not need to acquire the display sequence from the server before displaying the advertisement each time, so that the advertisement display efficiency is improved. In addition, the request strategy is determined based on the operation behavior data of the target user on the advertisement group, and the operation behavior data reflects the interest degree of the target user on different advertisements, so that the target advertisement requested based on the determined request strategy and displayed to the target user is the advertisement interested by the target user and is not a fixed advertisement corresponding to the display sequence acquired from the server side any more, and targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted correspondingly according to the change of the interest of the target user in the advertisement, and the rationality and the effectiveness of the request strategy are ensured.

It should be noted that, the embodiments related to the advertisement displaying apparatus and the embodiments related to the advertisement displaying method in the present application are based on the same inventive concept, so the specific implementation of the embodiments may refer to the implementation of the corresponding advertisement displaying method, and the repetition is not repeated.

Further, corresponding to the above advertisement display method, based on the same technical concept, the embodiment of the present application further provides an advertisement display device, where the device is configured to execute the above advertisement display method, and fig. 7 is a schematic structural diagram of the advertisement display device provided in the embodiment of the present application.

As shown in FIG. 7, the advertisement presentation apparatus may have a relatively large difference due to different configurations or capabilities, may include one or more processors 301 and a memory 302, and may have one or more stored applications or data stored in the memory 302. Wherein the memory 302 may be transient storage or persistent storage. The application program stored in memory 302 may include one or more modules (not shown), each of which may include a series of computer-executable instructions in the advertising display device. Still further, the processor 301 may be configured to communicate with the memory 302 and execute a series of computer executable instructions in the memory 302 on the advertising display device. The advertising display device may also include one or more power supplies 303, one or more wired or wireless network interfaces 304, one or more input/output interfaces 305, one or more keyboards 306, and the like.

In one particular embodiment, an advertising display device includes a memory, and one or more programs, wherein the one or more programs are stored in the memory, and the one or more programs may include one or more modules, and each module may include a series of computer-executable instructions for the advertising display device, and configured to be executed by one or more processors, the one or more programs comprising computer-executable instructions for:

Optionally, when the computer executable instruction is executed, the obtaining, according to a preset time interval, operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval includes:

Optionally, the computer executable instructions, when executed, determine a current request policy for the ad group based on the operational behavior data, comprising:

Optionally, the computer executable instructions, when executed, further comprise:

determining the profit parameters of the advertisement group and the putting data of the advertisement group in the corresponding time interval;

the determining the current inter-group request policy of each advertisement group according to the operation behavior data comprises the following steps:

and determining the current inter-group request strategy of each advertisement group according to the operation behavior data, the benefit parameter and the delivery data.

Optionally, when the computer executable instructions are executed, the processing of the request of the advertisement data according to the request policy obtains advertisement data of a target advertisement to be currently displayed in the advertisement group, including:

According to the advertisement display equipment provided by the embodiment of the application, according to the preset time interval, the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval is obtained; determining a current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition of the preset target advertisement position is met, carrying out request processing on advertisement data according to a request strategy to obtain advertisement data of the target advertisement to be displayed currently in the advertisement group; and displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement. Therefore, the advertisement display equipment automatically determines the request strategy of the advertisement group, and when the advertisement display condition is determined to be met, the advertisement display processing is directly carried out based on the determined request strategy, and the display sequence is not required to be acquired from the server before each advertisement display, so that the advertisement display efficiency is improved. In addition, the request strategy is determined based on the operation behavior data of the target user on the advertisement group, and the operation behavior data reflects the interest degree of the target user on different advertisements, so that the target advertisement requested based on the determined request strategy and displayed to the target user is the advertisement interested by the target user and is not a fixed advertisement corresponding to the display sequence acquired from the server side any more, and targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted correspondingly according to the change of the interest of the target user in the advertisement, and the rationality and the effectiveness of the request strategy are ensured.

It should be noted that, the embodiments related to the data processing apparatus and the embodiments related to the advertisement displaying method in the present application are based on the same inventive concept, so the specific implementation of the embodiments may refer to the implementation of the corresponding advertisement displaying method, and the repetition is not repeated.

Further, in response to the above advertisement displaying method, based on the same technical concept, one or more embodiments of the present application further provide a storage medium, which is configured to store computer executable instructions, and in a specific embodiment, the storage medium may be a U disc, an optical disc, a hard disc, etc., where the computer executable instructions stored in the storage medium can implement the following flow when executed by a processor:

Optionally, when the computer executable instructions stored in the storage medium are executed by the processor, the obtaining, according to a preset time interval, operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval includes:

Optionally, the storage medium stores computer executable instructions that, when executed by the processor, determine a current request policy for the ad group based on the operational behavior data, comprising:

Optionally, the storage medium stores computer executable instructions that, when executed by the processor, further comprise:

Optionally, the computer executable instructions stored in the storage medium, when executed by the processor, perform request processing of advertisement data according to the request policy, to obtain advertisement data of a target advertisement to be currently displayed in the advertisement group, including:

When being executed by a processor, the computer executable instructions stored in the storage medium provided by the embodiment of the application acquire operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval according to a preset time interval; determining a current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition of the preset target advertisement position is met, carrying out request processing on advertisement data according to a request strategy to obtain advertisement data of the target advertisement to be displayed currently in the advertisement group; and displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement. Therefore, the request strategy of the advertisement group is determined by self, and when the advertisement display condition is determined to be met, the advertisement display processing is directly performed based on the determined request strategy, and the display sequence is not required to be acquired from the server before each advertisement display, so that the advertisement display efficiency is improved. In addition, the request strategy is determined based on the operation behavior data of the target user on the advertisement group, and the operation behavior data reflects the interest degree of the target user on different advertisements, so that the target advertisement requested based on the determined request strategy and displayed to the target user is the advertisement interested by the target user and is not a fixed advertisement corresponding to the display sequence acquired from the server side any more, and targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted correspondingly according to the change of the interest of the target user in the advertisement, and the rationality and the effectiveness of the request strategy are ensured.

The computer readable storage medium includes Read-Only Memory (ROM), random access Memory (Random Access Memory RAM), magnetic disk or optical disk, etc.

It should be noted that, the embodiments related to the storage medium and the embodiments related to the advertisement displaying method in the present application are based on the same inventive concept, so the specific implementation of the embodiments may refer to the implementation of the corresponding advertisement displaying method, and the repetition is not repeated.

All embodiments in the application are described in a progressive manner, and identical and similar parts of all embodiments are mutually referred, so that each embodiment mainly describes differences from other embodiments. In particular, for system embodiments, since they are substantially similar to method embodiments, the description is relatively simple, as relevant to see a section of the description of method embodiments.

The foregoing is merely exemplary of the present application and is not intended to limit the present application. Various modifications and changes may be made to the present application by those skilled in the art. Any modifications, equivalent substitutions, improvements, etc. which are within the spirit and principles of the present application are intended to be included within the scope of the claims of the present application.

Claims

1. An advertising display method, comprising:

determining a current request strategy of the advertisement group according to the operation behavior data so as to perform advertisement display processing of the target advertisement position according to the request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements in the advertisement group;

displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement;

the step of obtaining operation behavior data of the target user for the advertisement group corresponding to the target advertisement position in the corresponding time interval according to the preset time interval comprises the following steps:

determining attribute information of an advertisement group corresponding to a target advertisement position according to a preset time interval;

if the attribute information characterizes that the advertisement group is not a single parallel group, acquiring operation behavior data of a target user on the advertisement group in a corresponding time interval; the parallel group characterization is used for simultaneously carrying out request processing on advertisement data on a plurality of corresponding advertisements;

Determining the current request strategy of the advertisement group according to the operation behavior data, wherein the method comprises the following steps:

2. The method according to claim 1, wherein the method further comprises:

3. The method of claim 2, wherein said determining a current inter-group request policy for each of said ad groups based on said operational behavior data, said revenue parameters, and said impression data comprises:

4. The method of claim 3, wherein determining the current intra-group request policy for the serial group comprises:

5. The method of claim 1, wherein the performing the request processing of the advertisement data according to the request policy to obtain the advertisement data of the target advertisement to be currently displayed in the advertisement group includes:

6. The method of claim 1, wherein before the operation behavior data of the target user for the advertisement group corresponding to the target advertisement slot in the corresponding time interval is obtained according to the preset time interval, the method further comprises:

If the advertisement display condition of the target advertisement position is met and the request strategy of the advertisement group is not stored locally, acquiring the request strategy of the advertisement group from a second server and storing the request strategy to the local;

after determining the current request strategy of the advertisement group, the method further comprises the following steps:

and updating the request strategy stored locally and currently into the determined request strategy, and deleting the stored operation behavior data.

7. The method according to claim 1, wherein the method further comprises:

recording the putting data of the target advertisement in the target advertisement position; the method comprises the steps of,

8. An advertising display device, comprising:

the display module is used for displaying the target advertisement to the target user in the target advertisement position according to the advertisement data of the target advertisement;

the first obtaining module is specifically configured to:

the first determining module is specifically configured to:

9. The apparatus of claim 8, wherein the apparatus further comprises: a second determination module;

the first determining module is specifically configured to determine, according to the operation behavior data, the benefit parameter, and the delivery data, a current inter-group request policy of each advertisement group.

10. The apparatus of claim 8, wherein the processing module is specifically configured to:

if the advertisement groups are determined to be a plurality of, determining the type of the target advertisement group to be requested currently according to the inter-group request strategy; if the type of the target advertisement group is a serial group, sequentially requesting advertisement data from a first server corresponding to each advertisement in the target advertisement group according to a request strategy in the target advertisement group, and determining the requested advertisement data as advertisement data of the target advertisement to be put currently when the advertisement data is requested; if the type of the target advertisement group is a parallel group, simultaneously requesting advertisement data from a first server corresponding to each advertisement in the target advertisement group, and determining the advertisement data which is requested first as the advertisement data of the target advertisement to be put currently;

And if the advertisement group is a single serial group, sequentially requesting advertisement data from a first server corresponding to each advertisement in the advertisement group according to a request strategy in the advertisement group, and determining the requested advertisement data as advertisement data of a target advertisement to be put currently when the advertisement data is requested.