CN109509022B - Advertisement traffic distribution method, advertisement transaction platform, server and storage medium - Google Patents

Abstract

The invention discloses an advertising traffic distribution method, an advertising trading platform, a server and a storage medium. The advertising traffic distribution method includes: receiving target traffic corresponding to a target advertising space; traffic information according to the target traffic, and the advertisement The order information of each contract order in the contract order library of the trading platform is used to determine the N contract orders that match the order information and the flow information; according to the flow procurement mode of each contract order in the N contract orders, and the priority of the preset traffic purchasing mode to determine the target contract order; and distribute the target traffic to the advertiser corresponding to the target contract order. The above solution classifies contract orders by setting priorities for traffic procurement modes, and determines target contract orders based on priorities and performs traffic distribution, thereby achieving unified management of contract orders and traffic distribution for various traffic procurement modes.

Description

Advertising traffic distribution method, advertising trading platform, server and storage medium

Technical field

The present invention relates to the field of Internet technology, and in particular to an advertising traffic distribution method, an advertising trading platform, a server and a storage medium.

Background technique

ADExchange is an Internet advertising trading platform that connects media and advertisers. The advertising trading platform can receive media traffic provided by media and distribute the media traffic to advertisers so that advertisers can purchase media traffic that meets their own requirements for advertising. In the existing technology, advertisers can purchase traffic by signing a contract order with an advertising exchange platform, and the traffic purchase model of the contract order can include multiple traffic purchase modes. When a certain media traffic satisfies the contract orders of multiple traffic purchase modes, the existing technology lacks a unified solution for determining the contract orders issued by the media traffic among the contract orders of multiple traffic purchase modes, and there is confusion in the distribution of media traffic. technical issues.

Contents of the invention

In view of the above problems, the present invention is proposed to provide an advertising traffic distribution method, an advertising trading platform, a server and a storage medium that overcome the above problems or at least partially solve the above problems.

In the first aspect, embodiments of this specification provide an advertising traffic distribution method, which is applied to an advertising trading platform, including:

Receive the target traffic corresponding to the target advertising space;

According to the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform, N contract orders matching the order information and the traffic information are determined, where N is a positive integer. ;

Determine the target contract order according to the traffic procurement mode of each of the N contract orders and the priority of the preset traffic procurement mode;

The target traffic is distributed to the advertiser corresponding to the target contract order.

Optionally, the traffic purchasing mode is one of the following modes: private programmatic purchasing mode, priority purchasing mode, real-time bidding mode, private bidding mode, and public bidding mode.

Optionally, determining the target contract order based on the traffic procurement mode of each of the N contract orders and the priority of the preset traffic procurement mode includes:

Divide the N contract orders into S groups of order sets according to the traffic procurement mode, wherein the traffic procurement modes of the contract orders contained in each group of order sets in the S groups of order sets are all the same;

Determine a target order set among the S groups of order sets according to the priority of the preset traffic procurement mode;

The target contract order is determined in the target order set.

Optionally, the target order set is determined from the S groups of order sets according to the priority of the preset traffic procurement mode, including:

According to the priority of the preset traffic procurement mode, the S groups of order sets are arranged from high to low in priority, and the order set with the highest priority is used as the target order set;

Repeat the bidding steps until the target bidding result is a successful bid. The bidding steps include: sending a traffic bidding request to each advertiser corresponding to each contract order in the target order set; bidding based on feedback from each advertiser. As a result, the target bidding result is determined; when the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

Optionally, when the target bidding result is a failed bid, determining the order set with the next highest priority as the target order set, the method further includes:

Determine the traffic status of the target traffic according to the business type of each order set in the target order set, where the traffic status includes a locked state and an unlocked state;

Determining the order set with the next highest priority as the target order set when the target bidding result is a failed bid, including:

When the traffic status is the unlocked status and the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

Optionally, determining the target contract order in the target order set includes:

The target contract order is determined based on the preset traffic issuance speed of each contract order in the target order set.

Optionally, determining the target contract order in the target order set includes:

Determine the traffic issuance number of each contract order according to the traffic purchase number of each contract order in the target order set and the traffic issuance mode of each contract order;

The target contract order is determined based on the traffic distribution number of each contract order.

In a second aspect, embodiments of this specification provide an advertising trading platform, including:

The receiving module is used to receive the target traffic corresponding to the target advertising space;

The first determination module is configured to determine, based on the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform, that the order information matches the traffic information. Contract order, N is a positive integer;

The second determination module is used to determine the target contract order based on the traffic procurement mode of each contract order among the N contract orders and the priority of the preset traffic procurement mode;

A distribution module is used to distribute the target traffic to advertisers corresponding to the target contract order.

Optionally, the traffic purchasing mode is one of the following modes: private programmatic purchasing mode, priority purchasing mode, real-time bidding mode, private bidding mode, and public bidding mode.

Optionally, the second determination module is used to:

Divide the N contract orders into S groups of order sets according to the traffic procurement mode, wherein the traffic procurement modes of the contract orders contained in each group of order sets in the S groups of order sets are all the same;

Determine a target order set among the S groups of order sets according to the priority of the preset traffic procurement mode;

The target contract order is determined in the target order set.

Optionally, the second determination module is also used to:

According to the priority of the preset traffic procurement mode, the S groups of order sets are arranged from high to low in priority, and the order set with the highest priority is used as the target order set;

Repeat the bidding steps until the target bidding result is a successful bid. The bidding steps include: sending a traffic bidding request to each advertiser corresponding to each contract order in the target order set; bidding based on feedback from each advertiser. As a result, the target bidding result is determined; when the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

Optionally, the second determination module is also used to:

Determine the traffic status of the target traffic according to the business type of each order set in the target order set, where the traffic status includes a locked state and an unlocked state;

When the traffic status is the unlocked status and the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

Optionally, the second determination module is also used to:

The target contract order is determined based on the preset traffic issuance speed of each contract order in the target order set.

Optionally, the second determination module is also used to:

Determine the traffic issuance number of each contract order according to the traffic purchase number of each contract order in the target order set and the traffic issuance mode of each contract order;

The target contract order is determined based on the traffic distribution number of each contract order.

In a third aspect, embodiments of this specification provide an advertising traffic distribution device, which includes a memory, a processor, and a computer program stored in the memory and executable on the processor. The processor executes any one of the above methods. step.

In a fourth aspect, embodiments of this specification provide a computer-readable storage medium on which a computer program is stored. When the program is executed by a processor, the steps of any of the above methods are implemented.

The beneficial effects of the embodiments of this specification are as follows:

In the solution of the embodiment of this specification, the advertising trading platform receives the target traffic corresponding to the target advertising space; based on the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform, determine the N contract orders whose order information matches the traffic information; determine the target contract order according to the traffic procurement mode of each contract order in the N contract orders and the priority of the preset traffic procurement mode; The target traffic is distributed to advertisers corresponding to the target contract order. In the above solution, since there are a large number of contract orders on the advertising trading platform, the traffic information of the target traffic is compared with the order information of each contract order, and N contract orders whose traffic information matches the order information are screened out. , and then further determine the target contract order from these N contract orders for traffic distribution. In this solution, contract orders are classified by setting priorities for traffic procurement modes, and target contract orders are determined based on the priorities and traffic issuance is performed, thereby achieving unified management of contract orders and traffic issuance for various traffic procurement modes.

Description of drawings

Various other advantages and benefits will become apparent to those of ordinary skill in the art upon reading the following detailed description of the preferred embodiments. The drawings are for the purpose of illustrating preferred embodiments only and are not to be construed as limiting the invention. Also throughout the drawings, the same reference characters are used to designate the same components. In the attached picture:

Figure 1 is a flow chart of an advertising traffic distribution method provided in the first aspect of the embodiment of this specification;

Figure 2 is a flow chart of a method for determining a target contract order provided by the embodiment of this specification;

Figure 3 is a schematic diagram of the advertising trading platform provided by the second aspect of the embodiment of this specification;

Figure 4 is a schematic diagram of a server provided in the third aspect of the embodiment of this specification.

Detailed ways

The embodiments of this specification disclose an advertising traffic distribution method, device and storage medium. By setting priorities in the traffic procurement mode, the contract orders are classified, and the target contract orders are determined according to the priorities and the traffic is distributed, thereby realizing various types of traffic distribution. Unified management of contract orders and traffic distribution in traffic procurement mode. The advertising traffic distribution method is applied to the advertising trading platform, including: receiving the target traffic corresponding to the target advertising space; and determining based on the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform. N contract orders whose order information matches the traffic information, where N is a positive integer; according to the traffic procurement mode of each contract order in the N contract orders and the priority of the preset traffic procurement mode, Determine the target contract order; distribute the target traffic to the advertiser corresponding to the target contract order.

The technical solution of the present invention will be described in detail below through the accompanying drawings and specific examples. It should be understood that the embodiments of the present application and the specific features in the embodiments are a detailed description of the technical solution of the present application, rather than a limitation of the technical solution of the present application. If there is no conflict, the embodiments of the present application and the technical features in the embodiments can be combined with each other.

The term "and/or" in this article is just an association relationship that describes related objects, indicating that three relationships can exist. For example, A and/or B can mean: A exists alone, A and B exist simultaneously, and they exist alone. B these three situations. In addition, the character "/" in this article generally indicates that the related objects are an "or" relationship.

Example

It should be noted that in the process of Internet advertising, the following platforms can be involved: Demand Side Platform (Demand Side Platform, DSP), advertising trading platform, and supply side platform (SellSide Platform, SSP).

For DSPs, there are thousands of advertisers on the Internet. DSPs allow advertisers and/or advertising agencies to have more convenient access and purchase advertising inventory traffic more efficiently. DSP can be understood as an advertiser service platform. Advertisers can set the target audience and delivery area of advertisements on the platform.

For SSPs, there are thousands of websites with rich media resources and user traffic on the Internet. They need to monetize the huge traffic, and at the same time, they also hope that each traffic can achieve maximum revenue. SSP can allow these media to intervene. ad exchanges, thereby making their ad inventory traffic available.

As shown in Figure 1, it is a flow chart of an advertising traffic distribution method provided by the first embodiment of the present invention. The method is applied to an advertising trading platform and includes the following steps:

Step S11: Receive the target traffic corresponding to the target advertising space;

In the embodiment of this specification, the target advertising space may be an advertising space on the web page that the user accesses. For example, there are three advertising slots on the web page that the user is currently visiting, located in the upper left corner, upper right corner, and lower left corner of the web page. The target advertising slot can be any one of these three advertising slots.

The target traffic can be sent by the SSP to the advertising exchange platform. In one embodiment, when a user visits a certain webpage, the SSP can send a signal to the advertising exchange platform to inform the advertising exchange platform that there is a visiting user on the webpage. When a user visits a webpage, the traffic in the webpage will be triggered, and the SSP can send this traffic to the advertising exchange platform as target traffic.

Step S12: Based on the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform, determine N contract orders whose order information matches the traffic information, N is a positive integer;

In the embodiment of this specification, the traffic information of the target traffic may include the website to which the traffic belongs, regional information of the traffic, user attributes corresponding to the traffic, etc. The contract order library can include all order contracts on the advertising exchange platform, and the order information can include the scheduling information of the contract order, traffic purchase mode information, the total quantity of traffic purchase, traffic purchase demand information, etc. For example, the order information of an advertiser's contract order is: the traffic purchase mode is Programmatic Direct Buying (PDB), the total amount of traffic purchase is 1 million, and the traffic purchase demand information is to purchase traffic in the Shanghai area. , and the users corresponding to the traffic are interested in electronic products.

It should be understood that different contract orders may have the same or different traffic requirements. For example, contract order A needs to purchase traffic from Shanghai, and contract order B needs to purchase traffic from Beijing. Therefore, in the embodiment of this specification, it can be Compare the order information of each contract order with the target traffic information, and determine N contract orders whose order information matches the traffic information. For example, when the target traffic is traffic from Shanghai, you can filter out the contract orders that need to purchase Shanghai traffic.

In the embodiment of this specification, N contract orders can be determined in various ways. In one embodiment, the matching degree of the order information and the traffic information of each contract order can be calculated, and N contract orders with a matching degree greater than a preset matching degree are regarded as matching N contract orders, where the preset matching The degree can be set according to actual needs and is not limited here. In another embodiment, the similarity between the order information and the traffic information of each contract order can be calculated, and N contract orders whose similarity is greater than a preset similarity are regarded as matching N contract orders. In addition, in the embodiment of this specification, when the traffic meets the order requirements, an order tag can be added to the traffic. The content of the order tag can be set according to actual needs. For example, the order tag can include the traffic procurement mode, order ID, etc. Traffic with an order tag is contract traffic.

Step S13: Determine the target contract order according to the traffic procurement mode of each contract order among the N contract orders and the priority of the preset traffic procurement mode;

In the embodiment of this specification, when purchasing traffic, advertisers can choose a traffic purchasing mode according to actual needs. The traffic purchasing mode includes but is not limited to the following modes: Private Programmatic Direct Buying (PDB), priority purchase (Preferred Deals, PD) mode, real-time bidding (Real Time Bidding, RTB) mode, private bidding (Private Auction, PA) mode, and open bidding (Open Auction, OA) mode.

In order to facilitate unified management of contract orders, in the embodiment of this specification, the priority is set for the traffic procurement mode, and the priority can be set according to actual needs. In one embodiment, the traffic procurement mode of the contract order includes PDB, PD, RTB, PA, and OA, and the order from high to low priority is PDB>PD>PA>RTB/OA.

When determining the target contract order, the contract order with the highest priority and the highest bid can be used as the target contract order based on the priority of the traffic procurement mode of each contract order. Or, use the contract order with the highest priority and the highest degree of matching with traffic as the target contract order. Of course, other methods can be used to determine target contract orders, which are not limited here.

Step S14: Distribute the target traffic to the advertiser corresponding to the target contract order.

After the target contract order is determined, the target traffic is allocated to the advertiser corresponding to the target contract order, so that the advertiser can place ads in the target advertising slot. In one embodiment, after determining the target contract order, the advertising trading platform can send an ad loading request to the advertiser's DSP containing the target contract order, and the DSP will feed back the advertising materials and ad placement settings corresponding to the target contract order to the advertiser. Trading platform to enable target ad slots to load advertising materials based on ad serving settings.

In the embodiment of this specification, the determination of the target contract order may include multiple methods. Please refer to Figure 2, which is a method of determining the target contract order provided by the embodiment of this specification, including the following steps:

Step S21: Divide the N contract orders into S groups of order sets according to the traffic procurement mode, wherein the contract orders contained in each group of order sets in the S group of order sets all have the same traffic procurement mode;

Step S22: Determine a target order set among the S groups of order sets according to the priority of the preset traffic procurement mode;

Step S23: Determine the target contract order in the target order set.

In the embodiment of this specification, when determining the target contract order for target traffic distribution among N contract orders, the N contract orders can be grouped according to the traffic procurement mode. Taking N as 5 as an example, assuming that the procurement mode of 3 of the 5 contract orders is PDB and the procurement mode of 2 contract orders is RTB, then these 5 contract orders are divided into two sets of orders, namely S is 2, one group contains 3 PDB contract orders, and the other group contains 2 RTB orders.

Next, the target order set is determined among the S group of order sets. For example, the order set with the highest priority is used as the target order set, or the order set with the preset priority is used as the target order set. There is no limit here. .

Finally, the target contract order is determined in the target order set. For example, in the target order set, the order with the highest matching degree between the order information and the target traffic information is determined as the target contract order, or the advertiser of each contract order in the target order set is determined. These advertisers bid for the target traffic and determine The advertiser with the highest bid, and the contract order corresponding to the advertiser with the highest bid will be used as the target contract order. Of course, other methods can be used to determine target contract orders, which are not limited here.

Optionally, determining the target order set among the S groups of order sets according to the priority of the preset traffic procurement mode includes: according to the priority of the preset traffic procurement mode, The S groups of order sets are arranged from high to low in priority, and the order set with the highest priority is used as the target order set; the bidding steps are repeated until the target bidding result is a successful bidding, and the bidding steps include: Each advertiser corresponding to each contract order in the target order set sends a traffic bidding request; the target bidding result is determined based on the bidding results fed back by each advertiser; when the target bidding result is a bidding failure , determine the order set with the next highest priority as the target order set.

In the embodiment of this specification, after dividing the N contract orders into S groups of order sets according to priority, the S groups of order sets can be arranged according to priority, with the highest priority being ranked first, and the order sets with the highest priority being ranked first. The one with the lowest priority is ranked last, and then the target contract orders are determined group by group in order of priority from high to low.

In one embodiment, N is 6, of which 2 contract orders are PDB orders, 2 contract orders are PD orders, and 2 are RTB orders. If the priority of PDB is higher than the priority of PD, and the priority of PD is higher than the priority of RTB, the order set corresponding to the PBD with the highest priority will first be used as the target order set. Then initiate a bidding request to the advertiser corresponding to the two PDB orders, or send a bidding request to the DSP where the advertiser is located, requesting the advertiser to bid on the target traffic. The advertising exchange platform determines the target bidding result based on the bidding of each advertiser. When receiving more than one advertiser's bid for the target traffic, it determines the target bidding result as successful, and assigns the contract order corresponding to the advertiser with the highest bid to as a target contract order. When the advertising exchange platform does not receive the advertiser's response to the bidding request, or the received response format is incorrect, it determines that the target bidding result is a failure. At this time, it determines the order set corresponding to the PD with the second highest priority. As a set of target orders. Then initiate a bidding request to the advertisers corresponding to the two PD orders. If the target bidding result is failed, the order set corresponding to the RTB with the third priority will be used as the target order set, and so on, until the target bidding result is a bid. When successful, the target contract order is determined in the current order set.

Optionally, when the target bidding result is a failed bid, determining the order set with the next highest priority as the target order set, the method further includes: according to each order set in the target order set The business type of the order set determines the traffic status of the target traffic, and the traffic status includes a locked state and an unlocked status; when the target bidding result is a failed bid, determine the order set with the next highest priority The target order set includes: when the traffic status is the unlocked state and the target bidding result is a failed bid, determining the order set with the next highest priority as the target order set.

In the embodiment of this specification, in a set of target orders whose traffic procurement mode is the same priority, the business types of the contract orders may include multiple types. In one embodiment, the traffic procurement mode of each contract order in the target order set is PDB. For a PDB order, the business type can be one of the following business types: full-volume PDB, quantitative PDB, and fixed-region PDB. , defined population PDB. Among them, the full PDB is the full-day traffic of a certain advertising space purchased in the PDB mode; the quantitative PDB is the partial traffic of a certain advertising space purchased in the PDB mode; the specific region PDB is the traffic of a specific region purchased in the PDB mode of an advertising space. , such as purchasing the traffic from the Beijing area on a certain advertising space; the target group PDB is the traffic of a specific group of people who purchase an advertising space in PDB mode, such as purchasing the traffic of people who are interested in cars on a certain advertising space.

In the embodiment of this specification, the traffic status can be determined according to the service type, and the traffic status is divided into a locked state and an unlocked state. In one embodiment, when the business type is a full-volume PDB, a specific region PDB, or a specific group of people PDB, the traffic will be locked to the contract orders of these business types. Even if the advertisers of these contract orders do not bid, the traffic will be distributed to these contract orders. Advertiser for contract orders. When the business type is quantitative PDB, the traffic will not lock the given quantity PDB contract order. That is to say, when the current target order set is a PDB order set, if the target order set contains one or more of the following: full PDB orders, specific region PDB orders, and specific group PDB orders, even if the target traffic is in that If the bidding fails among the advertisers corresponding to the target order set, the target traffic will also be released to one of these locked orders, and the target traffic will not be leaked to low-priority order sets for consumption. If the current target order set does not include full-volume PDB orders, fixed-region PDB orders, and fixed-group PDB orders, after the advertiser corresponding to the current target order set fails to bid for the target traffic, the target traffic will flow to the next priority level. Consumption, that is, the advertiser corresponding to the next priority order set bids for the target traffic.

For example, when the target order set is a PDB order set, the target order set includes 3 PDB orders, namely full quantity PDB order, fixed region PDB order, and quantitative PDB. If the target traffic meets the traffic requirements of these 3 PDB orders, , the advertising exchange platform initiates a bidding request to the advertisers corresponding to the three PDB orders. If none of the three advertisers responds to the bidding, then this round of bidding fails. However, since the full-volume PDB order and the specific-region PDB order will lock the traffic, the target traffic will not be consumed in the order of the next priority. Instead, the target traffic will be released to the full-volume PDB order or the specific-region PDB order. Whether the target traffic is distributed to the full PDB order or to the specific region PDB order can be set according to actual needs. For example, one of the two orders can be randomly selected for traffic distribution, or it can be based on the historical bidding records of the two orders. , distribute the target traffic to the order with the highest historical bid, etc.

Optionally, determining the target contract order in the target order set includes: determining the target contract order based on a preset traffic issuance speed of each contract order in the target order set.

In the embodiment of this specification, for a contract order that purchases part of the traffic of a certain advertising space, if no configuration is made, the advertising may be completed within a certain time period. For example, take a quantitative PDB order as an example. If the PDB order purchases 1 million traffic for an advertising space, and the total traffic of the advertising space in a day is 100 million, then if the traffic issuance is not configured, the advertising may not be delivered on this day. The execution was completed in the early morning of . In order to make this 1 million delivery volume be executed within one day as much as possible, you can set a preset traffic delivery speed for each contract order, for example, configure a 5% or 10% uniform speed parameter. Take a PDB order as an example. This PDB order purchases 5 million traffic for Advertising Slot C. The total traffic for C Advertising Slot a day is 100 million. If the preset traffic distribution speed of this PDB order is a constant speed of 5%, that is, every day One of the 20 flows is randomly determined as the flow of the PDB order.

In one embodiment, a label can be set for the traffic that satisfies the PDB order. Taking the above constant speed parameter of 5% as an example, when receiving the target traffic, it is determined whether there is a difference between the target traffic and the previous traffic issued to the PDB order. 20 traffic intervals apart. If so, the target traffic can be tagged. The tag content can be the ID of the PDB order, and then the tagged target traffic will be distributed to the advertiser corresponding to the PDB order so that the advertiser can participate in the bidding. If the bidding is successful, traffic will no longer be released to the advertiser corresponding to the PDB order among the current 20 traffic flows. Until the current 20 traffic flows are consumed, the next 20 traffic flows will be determined to satisfy the PDB order. flow. If the bidding fails, the traffic that satisfies the PDB order will continue to be determined among the current 20 traffics and sent to the advertiser for bidding until the advertiser selects the traffic that he is satisfied with.

Optionally, determining the target contract order in the target order set includes: based on the traffic purchase number of each contract order in the target order set and the traffic distribution mode of each contract order. , determine the traffic distribution number of each contract order; determine the target contract order based on the traffic distribution number of each contract order.

In the embodiment of this specification, the traffic distribution mode can be single distribution or multiple distribution. Single distribution means that the traffic distribution number is the same as the traffic purchase number of the contract order, and multiple distribution means that the traffic distribution number is the traffic purchase number. multiples. For example, if the traffic issuance mode of contract order D is 2 times, and the traffic purchase quantity of contract order D is 5 million, then the advertising trading platform will send 10 million traffic to the advertiser corresponding to contract order D. The advertiser can add 1,000 to the advertiser. Choose 5 million traffic out of 10,000 traffic. It can be seen that multiple distribution can help advertisers select traffic to a certain extent, so that the traffic selected by advertisers can better meet their own needs. It should be understood that in the above example, depending on the traffic selection situation of the advertiser, it is possible that the advertiser has selected 5 million traffic before sending 10 million traffic. For example, every time traffic is sent to the advertiser, the advertiser will Just select this traffic, then the advertising exchange platform has completed the advertiser's traffic purchase after issuing 5 million traffic. In this case, there is no need to continue to issue the remaining 5 million traffic.

In the embodiment of this specification, the number of traffic issued for each contract order can be distributed at a uniform rate. For example, when the number of traffic issued for the contract order is 10 million, the traffic of 10 million can be distributed at a rate of 10%. Distribution is performed using uniform speed parameters. For the specific distribution process, please refer to the above-mentioned process of distributing traffic at the preset traffic distribution speed, which will not be described in detail here.

In the second aspect, based on the same inventive concept, embodiments of this specification provide an advertising trading platform, please refer to Figure 3, including:

The receiving module 31 is used to receive the target traffic corresponding to the target advertising space;

The first determination module 32 is configured to determine N matching the order information and the traffic information based on the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform. contract orders, N is a positive integer;

The second determination module 33 is used to determine the target contract order according to the traffic procurement mode of each contract order among the N contract orders and the priority of the preset traffic procurement mode;

The distribution module 34 is used to distribute the target traffic to advertisers corresponding to the target contract order.

In an optional implementation, the traffic purchasing mode is one of the following modes: private programmatic purchasing mode, priority purchasing mode, real-time bidding mode, private bidding mode, and public bidding mode.

In an optional implementation, the second determination module 33 is used to:

Divide the N contract orders into S groups of order sets according to the traffic procurement mode, wherein the traffic procurement modes of the contract orders contained in each group of order sets in the S groups of order sets are all the same;

Determine a target order set among the S groups of order sets according to the priority of the preset traffic procurement mode;

The target contract order is determined in the target order set.

In an optional implementation, the second determination module 33 is also used to:

According to the priority of the preset traffic procurement mode, the S groups of order sets are arranged from high to low in priority, and the order set with the highest priority is used as the target order set;

Repeat the bidding steps until the target bidding result is a successful bid. The bidding steps include: sending a traffic bidding request to each advertiser corresponding to each contract order in the target order set; bidding based on feedback from each advertiser. As a result, the target bidding result is determined; when the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

In an optional implementation, the second determination module 33 is also used to:

Determine the traffic status of the target traffic according to the business type of each order set in the target order set, where the traffic status includes a locked state and an unlocked state;

When the traffic status is the unlocked status and the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

In an optional implementation, the second determination module 33 is also used to:

The target contract order is determined based on the preset traffic issuance speed of each contract order in the target order set.

In an optional implementation, the second determination module 33 is also used to:

Determine the traffic issuance number of each contract order according to the traffic purchase number of each contract order in the target order set and the traffic issuance mode of each contract order;

The target contract order is determined based on the traffic distribution number of each contract order.

Regarding the above device, the specific functions of each module have been described in detail in the embodiment of the advertising traffic distribution method provided by the embodiment of the present invention, and will not be described in detail here.

In the third aspect, based on the same inventive concept as the data processing method in the previous embodiment, the present invention also provides a server, as shown in FIG. 502. When the processor 502 executes the program, the steps of any one of the advertising traffic distribution methods described above are implemented.

Among them, in Figure 4, the bus architecture (represented by bus 500), bus 500 can include any number of interconnected buses and bridges, bus 500 will include one or more processors represented by processor 502 and memory 504. The various circuits of memory are linked together. Bus 500 may also link together various other circuits such as peripherals, voltage regulators, power management circuits, etc., which are all well known in the art and therefore will not be described further herein. Bus interface 506 provides an interface between bus 500 and receiver 501 and transmitter 1103 . The receiver 501 and the transmitter 503 may be the same element, a transceiver, providing a unit for communicating with various other devices over a transmission medium. Processor 502 is responsible for managing bus 500 and general processing, while memory 504 may be used to store data used by processor 502 in performing operations.

In the fourth aspect, based on the inventive concept based on the advertising traffic distribution method in the foregoing embodiments, the present invention also provides a computer-readable storage medium on which a computer program is stored. When the program is executed by the processor, the above-mentioned based on The steps for any method of advertising traffic distribution.

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

These computer program instructions may also be stored in a computer-readable memory that causes a computer or other programmable data processing device to operate in a particular manner, such that the instructions stored in the computer-readable memory produce an article of manufacture including the instructed device, the instructions The equipment implements the functions specified in a process or processes in the flow diagram and/or in a block or blocks in the block diagram.

These computer program instructions may also be loaded onto a computer or other programmable data processing device, causing a series of operating steps to be performed on the computer or other programmable device to produce computer-implemented processing, thereby executing on the computer or other programmable device. Instructions provide steps for implementing the functions specified in a process or processes of a flowchart diagram and/or a block or blocks of a block diagram.

Although the preferred embodiments of the present invention have been described, those skilled in the art will be able to make additional changes and modifications to these embodiments once the basic inventive concepts are apparent. Therefore, it is intended that the appended claims be construed to include the preferred embodiments and all changes and modifications that fall within the scope of the invention.

Obviously, those skilled in the art can make various changes and modifications to the present invention without departing from the spirit and scope of the invention. In this way, if these modifications and variations of the present invention fall within the scope of the claims of the present invention and equivalent technologies, the present invention is also intended to include these modifications and variations.

The invention also discloses A1, an advertising traffic distribution method, which is applied to an advertising trading platform. The method includes:

Receive target traffic corresponding to the target advertising space;

According to the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform, N contract orders matching the order information and the traffic information are determined, where N is a positive integer. ;

Determine the target contract order according to the traffic procurement mode of each of the N contract orders and the priority of the preset traffic procurement mode;

The target traffic is distributed to the advertiser corresponding to the target contract order.

A2. According to the advertising traffic distribution method described in A1, the traffic purchasing mode is one of the following modes: private programmatic purchasing mode, priority purchasing mode, real-time bidding mode, private bidding mode, and public bidding mode.

A3. According to the advertising traffic distribution method described in A1, the target contract order is determined based on the traffic procurement mode of each contract order among the N contract orders and the priority of the preset traffic procurement mode, including:

Divide the N contract orders into S groups of order sets according to the traffic procurement mode, wherein the traffic procurement modes of the contract orders contained in each group of order sets in the S groups of order sets are all the same;

Determine a target order set among the S groups of order sets according to the priority of the preset traffic procurement mode;

The target contract order is determined in the target order set.

A4. According to the advertising traffic distribution method described in A3, the target order set is determined in the S group of order sets according to the priority of the preset traffic procurement mode, including:

According to the priority of the preset traffic procurement mode, the S groups of order sets are arranged from high to low in priority, and the order set with the highest priority is used as the target order set;

Repeat the bidding steps until the target bidding result is a successful bid. The bidding steps include: sending a traffic bidding request to each advertiser corresponding to each contract order in the target order set; bidding based on feedback from each advertiser. As a result, the target bidding result is determined; when the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

A5. According to the advertising traffic distribution method described in A4, when the target bidding result is a bidding failure, determining the order set with the next highest priority as the target order set, the method further includes:

Determine the traffic status of the target traffic according to the business type of each order set in the target order set, where the traffic status includes a locked state and an unlocked state;

Determining the order set with the next highest priority as the target order set when the target bidding result is a failed bid, including:

When the traffic status is the unlocked status and the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

A6. According to the advertising traffic distribution method described in A3, the target contract order determined in the target order set includes:

The target contract order is determined based on the preset traffic issuance speed of each contract order in the target order set.

A7. According to the advertising traffic distribution method described in A3, the target contract order determined in the target order set includes:

Determine the traffic issuance number of each contract order according to the traffic purchase number of each contract order in the target order set and the traffic issuance mode of each contract order;

The target contract order is determined based on the traffic distribution number of each contract order.

B8. An advertising trading platform. The advertising trading platform includes:

The receiving module is used to receive the target traffic corresponding to the target advertising space;

The first determination module is configured to determine, based on the traffic information of the target traffic and the order information of each contract order in the contract order library of the advertising trading platform, that the order information matches the traffic information. Contract order, N is a positive integer;

The second determination module is used to determine the target contract order based on the traffic procurement mode of each contract order among the N contract orders and the priority of the preset traffic procurement mode;

A distribution module is used to distribute the target traffic to advertisers corresponding to the target contract order.

B9. According to the advertising trading platform described in B8, the traffic purchasing mode is one of the following modes: private programmatic purchasing mode, priority purchasing mode, real-time bidding mode, private bidding mode, and public bidding mode.

B10. According to the advertising trading platform described in B8, the second determination module is used for:

Divide the N contract orders into S groups of order sets according to the traffic procurement mode, wherein the traffic procurement modes of the contract orders contained in each group of order sets in the S groups of order sets are all the same;

Determine a target order set among the S groups of order sets according to the priority of the preset traffic procurement mode;

The target contract order is determined in the target order set.

B11. According to the advertising trading platform described in B10, the second determination module is also used for:

According to the priority of the preset traffic procurement mode, the S groups of order sets are arranged from high to low in priority, and the order set with the highest priority is used as the target order set;

Repeat the bidding steps until the target bidding result is a successful bid. The bidding steps include: sending a traffic bidding request to each advertiser corresponding to each contract order in the target order set; bidding based on feedback from each advertiser. As a result, the target bidding result is determined; when the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

B12. According to the advertising trading platform described in B11, the second determination module is also used to:

Determine the traffic status of the target traffic according to the business type of each order set in the target order set, where the traffic status includes a locked state and an unlocked state;

When the traffic status is the unlocked status and the target bidding result is a failed bid, the order set with the next highest priority is determined as the target order set.

B13. According to the advertising trading platform described in B10, the second determination module is also used for:

The target contract order is determined based on the preset traffic issuance speed of each contract order in the target order set.

B14. According to the advertising trading platform described in B10, the second determination module is also used for:

Determine the traffic issuance number of each contract order according to the traffic purchase number of each contract order in the target order set and the traffic issuance mode of each contract order;

The target contract order is determined based on the traffic distribution number of each contract order.

C15. A server, including a memory, a processor, and a computer program stored in the memory and executable on the processor. When the processor executes the program, it implements the steps of any one of the methods A1-A7.

D16. A computer-readable storage medium on which a computer program is stored. When the program is executed by a processor, the steps of the method described in any one of A1-A7 are implemented.

Claims (16)

1. An advertisement traffic distribution method applied to an advertisement trading platform, characterized in that the method comprises the following steps:

receiving target traffic corresponding to a target advertisement position;

according to the flow information of the target flow and the order information of each contract order in a contract order library of the advertisement trading platform, N contract orders, of which the order information is matched with the flow information, are determined, wherein N is a positive integer;

determining a target contract order according to the flow purchasing mode of each contract order in the N contract orders and the preset priority of the flow purchasing mode;

and issuing the target flow to an advertiser corresponding to the target contract order.

2. The advertisement traffic distribution method according to claim 1, wherein the traffic purchasing mode is one of the following modes: private programmatic purchase mode, priority purchase mode, real-time bid mode, private bid mode, and public bid mode.

3. The advertisement traffic distribution method according to claim 1, wherein the determining the target contract order according to the traffic purchasing pattern of each of the N contract orders and the priority of the preset traffic purchasing pattern comprises:

Dividing the N contract orders into S groups of order sets according to the flow purchasing mode, wherein the flow purchasing modes of the contract orders contained in each group of order sets in the S groups of order sets are the same;

determining a target order set in the S group order sets according to the priority of the preset flow purchasing mode;

and determining the target contract order in the target order set.

4. The advertisement traffic distribution method according to claim 3, wherein the determining a target order set from the S group of order sets according to the priority of the preset traffic purchasing mode comprises:

according to the priority of the preset flow purchasing mode, arranging the S groups of order sets from high priority to low priority, and taking the order set with the priority at the top as the target order set;

repeatedly executing the bidding step until the target bidding result is successful in bidding, wherein the bidding step comprises the following steps: sending a flow bidding request to each advertiser corresponding to each contract order in the target order set; determining the target bidding result according to the bidding result fed back by each advertiser; and when the target bidding result is that the bidding fails, determining an order set with the priority ranking next as the target order set.

5. The advertisement traffic delivery method according to claim 4, wherein when the target bid result is a bid failure, determining a next order set prioritized before as the target order set, the method further comprising:

determining a flow state of the target flow according to the service type of each order set in the target order sets, wherein the flow state comprises a locking state and an unlocking state;

and when the target bidding result is that the bidding fails, determining the order set with the priority ranking next as the target order set comprises the following steps:

and when the flow state is the non-locking state and the target bidding result is a bidding failure, determining an order set with the priority ranking next as the target order set.

6. The advertisement traffic distribution method according to claim 3, wherein said determining the target contract order from the target order set comprises:

and determining the target contract order according to the preset flow issuing speed of each contract order in the target order set.

7. The advertisement traffic distribution method according to claim 3, wherein said determining the target contract order from the target order set comprises:

Determining the flow issuing number of each contract order according to the flow purchasing number of each contract order in the target order set and the flow issuing mode of each contract order;

and determining the target contract order according to the flow issuing number of each contract order.

8. An advertising exchange platform, the advertising exchange platform comprising:

the receiving module is used for receiving the target flow corresponding to the target advertisement position;

the first determining module is used for determining N contract orders matched with the flow information according to the flow information of the target flow and the order information of each contract order in a contract order library of the advertisement trading platform, wherein N is a positive integer;

the second determining module is used for determining a target contract order according to the flow purchasing mode of each contract order in the N contract orders and the preset priority of the flow purchasing mode;

and the issuing module is used for issuing the target flow to the advertiser corresponding to the target contract order.

9. The advertising exchange as claimed in claim 8, wherein the traffic procurement pattern is one of: private programmatic purchase mode, priority purchase mode, real-time bid mode, private bid mode, and public bid mode.

10. The advertising exchange as claimed in claim 8, wherein the second determination module is configured to:

dividing the N contract orders into S groups of order sets according to the flow purchasing mode, wherein the flow purchasing modes of the contract orders contained in each group of order sets in the S groups of order sets are the same;

determining a target order set in the S group order sets according to the priority of the preset flow purchasing mode;

and determining the target contract order in the target order set.

11. The advertising exchange as claimed in claim 10, wherein the second determination module is further configured to:

according to the priority of the preset flow purchasing mode, arranging the S groups of order sets from high priority to low priority, and taking the order set with the priority at the top as the target order set;

repeatedly executing the bidding step until the target bidding result is successful in bidding, wherein the bidding step comprises the following steps: sending a flow bidding request to each advertiser corresponding to each contract order in the target order set; determining the target bidding result according to the bidding result fed back by each advertiser; and when the target bidding result is that the bidding fails, determining an order set with the priority ranking next as the target order set.

12. The advertising exchange as claimed in claim 11, wherein the second determination module is further configured to:

determining a flow state of the target flow according to the service type of each order set in the target order sets, wherein the flow state comprises a locking state and an unlocking state;

and when the flow state is the non-locking state and the target bidding result is a bidding failure, determining an order set with the priority ranking next as the target order set.

13. The advertising exchange as claimed in claim 10, wherein the second determination module is further configured to:

and determining the target contract order according to the preset flow issuing speed of each contract order in the target order set.

14. The advertising exchange as claimed in claim 10, wherein the second determination module is further configured to:

determining the flow issuing number of each contract order according to the flow purchasing number of each contract order in the target order set and the flow issuing mode of each contract order;

and determining the target contract order according to the flow issuing number of each contract order.

15. A server comprising a memory, a processor and a computer program stored on the memory and executable on the processor, the processor implementing the steps of the method of any one of claims 1-7 when the program is executed.

16. A computer readable storage medium having stored thereon a computer program which when executed by a processor performs the steps of the method of any of claims 1-7.