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CN112581166B - Price adjustment method and device for multimedia object - Google Patents

Price adjustment method and device for multimedia object Download PDF

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Publication number
CN112581166B
CN112581166B CN202011451861.3A CN202011451861A CN112581166B CN 112581166 B CN112581166 B CN 112581166B CN 202011451861 A CN202011451861 A CN 202011451861A CN 112581166 B CN112581166 B CN 112581166B
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exposure
multimedia object
current
target multimedia
sum
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CN112581166A (en
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蒋能学
郑玮
马雨浩
王成林
王梓良
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Hangzhou Netease Cloud Music Technology Co Ltd
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Hangzhou Netease Cloud Music Technology Co Ltd
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

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Abstract

The application relates to the technical field of computers, in particular to a method and a device for adjusting prices of multimedia objects, which determine a target multimedia object to be exposed when an exposure request is received; determining the residual exposure times of the target multimedia object in the current settlement period when the historical exposure cost total of the target multimedia object in the current settlement period exceeds a preset cost total; according to the residual exposure times, the historical exposure spending total sum and the preset spending total sum, the settlement unit price corresponding to the exposure of the target multimedia object is adjusted, so that the cost can be optimized on the global flow, and the price adjustment accuracy is improved.

Description

Price adjustment method and device for multimedia object
Technical Field
The present application relates to the field of computer technologies, and in particular, to a method and an apparatus for adjusting a price of a multimedia object.
Background
At present, the network advertisement putting mode is a relatively common advertisement putting mode, before advertisement putting, an advertiser is usually required to bid, and the advertisement putting system screens out the advertisement with the highest display profit (EFFECTIVE COST PER MILE, eCPM) for putting through bidding, so as to settle the cost of the advertisement for putting exposure.
In the prior art, the conversion rate of the eCPM is estimated when the eCPM is calculated, so that the conversion cost of the advertisement is optimized, but in the prior art, the advertisement delivery system is independent in each bid, only the cost of the current exposure is optimized, the accuracy is low, the cost requirement of an advertiser cannot be met, a conversion rate estimation model is needed, and the cost optimization purpose cannot be achieved if the conversion rate estimation model is inaccurate.
Disclosure of Invention
The embodiment of the application provides a price adjustment method and device for a multimedia object, which are used for improving the accuracy of price adjustment.
The specific technical scheme provided by the embodiment of the application is as follows:
A method of pricing a multimedia object, comprising:
When an exposure request is received, determining a target multimedia object to be exposed;
Determining the residual exposure times of the target multimedia object in the current settlement period when the historical exposure cost total of the target multimedia object in the current settlement period exceeds a preset cost total;
and adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the residual exposure times, the historical exposure cost total and the preset cost total.
Optionally, after determining the target multimedia object to be exposed, further comprising:
Acquiring the conversion number and/or the exposed times of the target multimedia object in the current settlement period and before the current exposure, wherein the conversion number represents the number of clicked conversion operations after exposure;
and obtaining the historical exposure expense total of the target multimedia object according to the conversion number and/or the exposure times of the target multimedia object and the corresponding settlement unit price.
Optionally, determining the remaining exposure times of the target multimedia object in the current settlement period specifically includes:
Acquiring the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
Obtaining the sum of the total exposure times of all the multimedia objects in the current settlement period at least according to the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
respectively acquiring the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia objects in the current settlement period;
Determining the residual exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all the multimedia objects, the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia object in the current settlement period.
Optionally, determining the remaining exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all multimedia objects, the sum of the exposure times of all multimedia objects and the exposure times of the target multimedia object in the current settlement period specifically includes:
Determining a ratio of the number of times the target multimedia object has been exposed to the sum of the number of times all multimedia objects have been exposed;
And determining the product of the sum of the total exposure times of all the multimedia objects and the ratio, and determining the difference value between the product and the exposed times of the target multimedia object, wherein the difference value is used as the residual exposure times of the target multimedia object.
Optionally, adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the remaining exposure times, the historical exposure cost total and the preset cost total, which specifically includes:
Determining a price difference of the historical exposure spending sum minus the preset spending sum;
Taking the ratio of the price difference value to the residual exposure times as the price to be reduced corresponding to the exposure;
And adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure.
Optionally, adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure, which specifically includes:
acquiring settlement unit prices respectively corresponding to the first-ordered and second-ordered multimedia objects determined for the exposure request, wherein the first-ordered multimedia object is the target multimedia object;
determining a difference between a settlement price of the target multimedia object and the price to be reduced;
And taking the maximum value between the difference value and the settlement unit price of the second-order multimedia object as the final settlement unit price corresponding to the current exposure of the target multimedia object.
Optionally, the method further comprises:
acquiring an exposure log, a conversion log and a settlement log of each multimedia object;
Respectively analyzing the exposure logs of each multimedia object according to the exposure request identifier, the multimedia object identifier, the exposure time and the first analysis rule of whether the exposure identifier is or not;
respectively analyzing the settlement logs of the multimedia objects according to the exposure request identification, the multimedia object identification, the click time and the second analysis rule of whether to click the identification;
and respectively analyzing the conversion log of each multimedia object according to the exposure request identifier, the multimedia object identifier, the conversion time and a third analysis rule of whether to convert the identifier.
A price adjustment device for a multimedia object, comprising:
the first determining module is used for determining a target multimedia object to be exposed when receiving an exposure request;
The second determining module is used for determining the residual exposure times of the target multimedia object in the current settlement period when the historical exposure cost total of the target multimedia object in the current settlement period exceeds the preset cost total;
And the adjusting module is used for adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the residual exposure times, the historical exposure cost total and the preset cost total.
Optionally, after determining the target multimedia object to be exposed, the processing module is further configured to:
Acquiring the conversion number and/or the exposed times of the target multimedia object in the current settlement period and before the current exposure, wherein the conversion number represents the number of clicked conversion operations after exposure;
and obtaining the historical exposure expense total of the target multimedia object according to the conversion number and/or the exposure times of the target multimedia object and the corresponding settlement unit price.
Optionally, when determining the remaining exposure times of the target multimedia object in the current settlement period, the second determining module is specifically configured to:
Acquiring the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
Obtaining the sum of the total exposure times of all the multimedia objects in the current settlement period at least according to the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
respectively acquiring the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia objects in the current settlement period;
Determining the residual exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all the multimedia objects, the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia object in the current settlement period.
Optionally, when determining the remaining exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all multimedia objects, the sum of the exposure times of all multimedia objects, and the exposure times of the target multimedia object in the current settlement period, the second determining module is specifically configured to:
Determining a ratio of the number of times the target multimedia object has been exposed to the sum of the number of times all multimedia objects have been exposed;
And determining the product of the sum of the total exposure times of all the multimedia objects and the ratio, and determining the difference value between the product and the exposed times of the target multimedia object, wherein the difference value is used as the residual exposure times of the target multimedia object.
Optionally, when adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the remaining exposure times, the historical exposure cost total and the preset cost total, the adjusting module is specifically configured to:
Determining a price difference of the historical exposure spending sum minus the preset spending sum;
Taking the ratio of the price difference value to the residual exposure times as the price to be reduced corresponding to the exposure;
And adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure.
Optionally, when adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure, the adjusting module is specifically configured to:
acquiring settlement unit prices respectively corresponding to the first-ordered and second-ordered multimedia objects determined for the exposure request, wherein the first-ordered multimedia object is the target multimedia object;
determining a difference between a settlement price of the target multimedia object and the price to be reduced;
And taking the maximum value between the difference value and the settlement unit price of the second-order multimedia object as the final settlement unit price corresponding to the current exposure of the target multimedia object.
Optionally, the method further includes a parsing module for:
acquiring an exposure log, a conversion log and a settlement log of each multimedia object;
Respectively analyzing the exposure logs of each multimedia object according to the exposure request identifier, the multimedia object identifier, the exposure time and the first analysis rule of whether the exposure identifier is or not;
respectively analyzing the settlement logs of the multimedia objects according to the exposure request identification, the multimedia object identification, the click time and the second analysis rule of whether to click the identification;
and respectively analyzing the conversion log of each multimedia object according to the exposure request identifier, the multimedia object identifier, the conversion time and a third analysis rule of whether to convert the identifier.
An electronic device 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 pricing any of the above-mentioned multimedia objects when the program is executed.
A computer readable storage medium having stored thereon a computer program which when executed by a processor performs the steps of a method of pricing any of the above-mentioned multimedia objects.
In the embodiment of the application, when an exposure request is received, a target multimedia object to be exposed is determined; when the historical exposure cost total of the target multimedia object exceeds the preset cost total in the current settlement period, determining the residual exposure times of the target multimedia object in the current settlement period, and further adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the residual exposure times, the historical exposure cost total and the preset cost total.
Drawings
FIG. 1 is a flowchart of a method for adjusting a price of a multimedia object according to an embodiment of the present application;
FIG. 2 is a schematic diagram of a flow estimation model according to an embodiment of the present application;
FIG. 3 is a schematic diagram of the overall logic of a method for adjusting a price of a multimedia object according to an embodiment of the present application;
FIG. 4 is a schematic diagram illustrating the overall logic of another method for adjusting a price of a multimedia object according to an embodiment of the present application;
FIG. 5 is a schematic diagram of a real-time data processing flow in an embodiment of the present application;
FIG. 6 is a diagram illustrating a parsing scheme according to an embodiment of the present application;
FIG. 7 is a schematic diagram of a price adjusting device for multimedia objects according to an embodiment of the application;
fig. 8 is a schematic structural diagram of an electronic device according to an embodiment of the application.
Detailed Description
The following description of the embodiments of the present application will be made clearly and completely with reference to the accompanying drawings, in which it is apparent that the embodiments described are only some embodiments, but not all embodiments of the present application. All other embodiments, which can be made by those skilled in the art based on the embodiments of the application without making any inventive effort, are intended to be within the scope of the application.
To facilitate an understanding of embodiments of the present application, several concepts will be briefly described as follows:
Thousands of shows available revenue (EFFECTIVE COST PER MILE, eCPM): that is, the advertising revenue available per thousand impressions, which may be in units of web pages, ad units, individual ads, etc., eCPM is typically just a parameter that reflects the profitability of a web site and does not represent actual revenue.
Advertisement bidding: each time a user requests, the advertisement delivery system screens out the advertisement with the highest eCPM from the candidate advertisements through bidding to deliver, and the methods for calculating the eCPM in different delivery modes are different, for example, the delivery modes comprise: pay-per-click (CPC), optimized pay-per-click (optimization cost per click, OCPC), etc.
CPC throwing: i.e. how much money is charged per click of the advertisement, the advertiser sets the cost bid click of each click of the advertisement, and the advertisement delivery system predicts the click rate (Click Through Rate, CTR) of each candidate advertisement at this exposure, then ecpm=1000 bid click CTR.
OCPC the advertisement is delivered, wherein an advertiser sets the cost bid convert of each conversion of an advertisement bill, and the advertisement delivery system predicts the CTR and conversion Rate (CVR) of each candidate advertisement in the current exposure, so that eCPM=1000×bid convert ×CVR×CTR. The oCPC putting method is optimized CPC, still pay per click, and convert the target into the click bid of the optimizing mode, so that the advertisement can obtain high-conversion exposure, the advertiser can be helped to obtain more high-quality flow and improve the conversion completion rate, generally, the cost of an advertisement bill can be optimized, but conversion data of the advertisement bill is required to be accumulated for training of a predictive model, the data accumulation is required in the early stage to be used oCPC in the later stage, the advertiser only needs to preset the total cost, the system can dynamically adjust the price according to the conversion quality of the user, the advertisement is automatically selected to be put to the user with high conversion, and the final conversion effect is ensured.
Long Short-Term Memory network (LSTM): in the embodiment of the application, an LSTM model can be used for training through historical daily exposure data, and the trained LSTM model is used for predicting the exposure of the next day.
Conversion cost: typically, advertisements will undergo several processes of exposure, clicking, conversion, wherein the conversion type includes downloading, registering, etc., and may be set by the advertiser, and then typically the conversion cost may be expressed as: the total amount of advertisement consumption divided by the conversion number of advertisement, for example, pay-per-click, the number of clicks is 1000 times, the click unit price is 1 yuan, the conversion number after clicking is 20 times, the total amount of consumption is 1000 yuan, the conversion cost is 1000/20=50 yuan, and the conversion cost can be also understood as conversion settlement unit price.
Monovalent, divalent): when receiving the exposure request, the advertisement bidding is needed to determine the advertisement which is put in exposure this time, namely, the advertisement with the first rank is selected for exposure, the price is the quotation of the advertisement with the first rank in the bidding queue, and the price is the quotation of the advertisement with the second rank in the bidding queue. When the exposed advertisement is settled, the settlement cost is generally settled according to a monovalent, divalent and certain rule.
In the related art, the system can generally optimize the conversion cost of the advertisement by using oCPC delivery functions, particularly, the conversion rate of the eCPM is estimated when the eCPM is calculated, so that the conversion cost of the advertisement is optimized, but in the related art, the advertisement delivery system is independent in each bid, only optimizes the cost of the current exposure, has low accuracy, can not meet the cost requirement of advertisers, and needs to rely on a conversion rate estimation model, and if the conversion rate estimation model is inaccurate, the cost optimization purpose can not be achieved.
Therefore, in order to solve the above-mentioned problems, in the embodiment of the present application, a method for adjusting a price of a multimedia object is provided, and when an exposure request is received, a target multimedia object to be exposed is determined; when the total historical exposure cost of the target multimedia object exceeds the preset cost total in the current settlement period, the residual exposure times of the target multimedia object in the current settlement period are determined, and then the settlement unit price corresponding to the exposure of the target multimedia object is adjusted according to the residual exposure times, the total historical exposure cost and the preset cost total, so that when the total historical exposure cost exceeds the preset cost total, intelligent price adjustment is performed, the residual exposure times are determined, and the excessive cost can be distributed to the residual exposure times, thereby achieving the purpose of optimizing the cost on the global flow, integrating the historical cost and the future exposure flow to perform intelligent price adjustment without relying on a conversion rate estimation model, improving the price adjustment accuracy, and also meeting the user cost requirement.
In addition, it should be noted that, the method for adjusting the price of the multimedia object in the embodiment of the present application is not only suitable for the advertisement putting scene, but also suitable for other multimedia service scenes and similar problems, and the embodiment of the present application is not limited thereto, and for convenience of explanation, the embodiment of the present application is mainly described by taking the advertisement putting scene as an example.
Based on the foregoing embodiments, a method for adjusting a price of a multimedia object in the embodiment of the present application is described below, and referring to fig. 1, a flowchart of a method for adjusting a price of a multimedia object in the embodiment of the present application is shown, where the method includes:
Step 100: and when receiving the exposure request, determining a target multimedia object to be exposed.
For example, taking a multimedia object as an advertisement, there is usually an advertisement space in an Application (APP), when a user opens the APP, the advertisement can be shown on the advertisement space, the user can see the shown advertisement, and further the user can perform operations such as clicking, etc., in this process, when the user opens the APP, the APP sends an exposure request.
The target multimedia object to be exposed is determined, specifically, each candidate multimedia object may be ranked according to the eCPM of each candidate multimedia object, and the candidate multimedia object with the first rank is used as the target multimedia object to be exposed.
Step 110: and determining the residual exposure times of the target multimedia object in the current settlement period when the historical exposure cost total of the target multimedia object in the current settlement period exceeds the preset cost total.
In the embodiment of the application, the settlement period can be set according to the requirement, for example, one settlement period is taken as one day, so that the advertiser can set the preset total cost in the settlement period.
In the embodiment of the application, the history cost is comprehensively considered, and after the target multimedia object to be exposed is determined, the history exposure cost total can be obtained, and the possible implementation modes are provided in the embodiment of the application:
1) And acquiring the conversion number and/or the exposed times of the target multimedia object in the current settlement period and before the current exposure, wherein the conversion number represents the number of clicked and executed conversion operations after the exposure.
2) And obtaining the historical exposure cost total of the target multimedia object according to the conversion number and/or the exposure times of the target multimedia object and the corresponding settlement unit price.
In the embodiment of the present application, the server may obtain information such as an exposure log, a click log, a conversion log, etc. of each multimedia object, so that after analysis and statistics, the conversion number and the exposed times of each multimedia object may be obtained, and further, when calculating the historical exposure spending total for the target multimedia object to be exposed in the current settlement period, the statistical information may be directly obtained, the historical exposure spending total may be calculated only according to the converted number, or the historical exposure spending total may be calculated only according to the exposed times, or the historical exposure spending total may be calculated according to the combination of the exposed times and the converted number, for example, the conversion unit price is 5 yuan, the conversion number is 500 yuan, the exposure unit price is 2 yuan, and the exposed times is 1500 times, and one calculation mode of the historical exposure spending total may be 5×500+ (1500-500) ×2=4500 yuan, or other comprehensive calculation modes may be available, and is not limited.
In addition, the total amount of the historical exposure cost can be calculated by adopting different indexes according to actual conditions and requirements, and the embodiment of the application is not limited.
Then step 110 is performed, specifically including:
A1, obtaining the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period.
A2, obtaining the sum of the total exposure times of all the multimedia objects in the current settlement period at least according to the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period.
In the embodiment of the application, taking a settlement period as an example of one day, the system can acquire the total flow of the current day every day, and the historical daily flow data can be used for training a flow estimation model so as to predict the total flow of a certain day, wherein the flow data at least comprises the exposure times.
The flow prediction model may be a Long Short-Term Memory (LSTM), which is not limited in the embodiment of the present application, for example, refer to fig. 2, which is a schematic diagram of a flow prediction model in the embodiment of the present application, and an LSTM model is used as an example, a main body is an LSTM network, and outputs are fully connected through a layer, and an input sample of LSTM is (x 0,x1,…,xn), which represents daily flow for n consecutive days, and through continuous training, a relationship between exposure times of each day may be learned.
Thus, after the flow estimation model is trained, the exposure times can be predicted based on the trained flow estimation model, for example, when the sum of the total daily exposure times of the current n-1 days is input, i.e. the sum of the total exposure times of all the multimedia objects in n-1 settlement periods before the current settlement period, the sum of the total exposure times of all the multimedia objects in the current settlement period can be estimated.
In addition, it should be noted that, in the embodiment of the present application, when predicting the sum of the total exposure times of all the multimedia objects in the current settlement period, the sum may be recalculated when the adjustment is required, or may be predicted at a certain time point before the current settlement period, or at a certain time point when the current settlement period begins, so that the sum may be directly obtained and used when the adjustment is required later, so as to improve the adjustment calculation efficiency.
A3, respectively obtaining the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia objects in the current settlement period.
Specifically, the sum of the number of times of exposure of all the multimedia objects in the current settlement period may be obtained from the historical exposure data, and the number of times of exposure of a certain target multimedia object may also be obtained.
A4, determining the residual exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all the multimedia objects, the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia object in the current settlement period.
The method specifically comprises the following steps: a4.1, determining the ratio of the number of times the target multimedia object is exposed to the sum of the number of times all the multimedia objects are exposed.
For example, if the number of times of exposure of the target multimedia object is h and the sum of the number of times of exposure of all the multimedia objects is e, the duty ratio of the target multimedia object in the sum of the number of times of exposure of all the multimedia objects is pro, pro=h/e is calculated.
A4.2, determining the product of the sum of the total exposure times of all the multimedia objects and the ratio, determining the difference value between the product and the exposure times of the target multimedia object, and taking the difference value as the residual exposure times of the target multimedia object.
For example, the sum of the total exposure times of all the multimedia objects predicted by the flow estimation model is f, and the remaining exposure times of the target multimedia object is g, where g=f×pro-h.
In this way, the remaining number of exposures of the target multimedia object during the current settlement period can be predicted.
Step 120: and adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the residual exposure times, the historical exposure cost total sum and the preset cost total sum.
When executing step 120, the method specifically includes:
b1, determining a price difference value obtained by subtracting a preset cost sum from a historical exposure cost sum.
For example, if the total historical exposure cost is p and the preset cost is q, the price difference between the two is p-q, and the price difference also represents the amount exceeding the expected cost in the current settlement period.
And B2, taking the ratio of the price difference value to the residual exposure times as the price to be reduced corresponding to the current exposure.
For example, if the number of remaining exposures of the target multimedia object is g and the required reduction price corresponding to the current exposure is d, d= (p-q)/g.
And B3, adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure.
In the embodiment of the application, when the total historical exposure cost exceeds the preset cost total, namely the cost expected by the user is exceeded, intelligent price adjustment can be performed at the moment, the residual exposure times in the current settlement period are predicted, and the current cost exceeding the expected cost is distributed to the future exposure flow, so that the cost of the user is reduced as much as possible.
Specifically: and B3.1, acquiring settlement unit prices respectively corresponding to the first-order and second-order multimedia objects determined for the exposure request, wherein the first-order multimedia object is a target multimedia object.
In general, when each exposure request is made, the advertisement delivery system screens out the highest-ranking candidate advertisements by bidding to expose, and the first-ranking target multimedia object is the target multimedia object to be exposed, and because the target multimedia object is determined by bidding, when the target multimedia object is paid, the final adjusted settlement unit price of the target multimedia object should not be lower than the settlement unit price of the second-ranking multimedia object.
And B3.2, determining the difference value between the settlement unit price and the price to be reduced of the target multimedia object.
And B3.3, taking the maximum value between the difference value and the settlement unit price of the second multimedia object as the final settlement unit price corresponding to the exposure of the target multimedia object.
For example, the current settlement unit price of the target multimedia object is bid1, the settlement unit price of the ordered second multimedia object is bid2, the difference between the settlement unit price of the target multimedia object and the price to be reduced is (bid 1-d), the maximum value between the difference and the settlement unit price of the ordered second multimedia object is taken, and the adjusted final settlement unit price of the final target multimedia object is bid, and bid=max (bid 1-d, bid 2).
In the embodiment of the application, when an exposure request is received, a target multimedia object to be exposed is determined, when the total historical exposure cost of the target multimedia object exceeds the preset cost total in the current settlement period, the residual exposure times of the target multimedia object in the current settlement period are determined, and then the settlement unit price corresponding to the current exposure of the target multimedia object is adjusted according to the residual exposure times, the total historical exposure cost and the preset cost total, so that the historical cost and the future exposure flow of the target multimedia object can be combined to carry out intelligent price adjustment, the cost can be optimized on the global exposure flow instead of optimizing the current exposure only, the price adjustment accuracy can be improved, the cost can be better optimized, and the conversion rate prediction model is not required to be relied on, the adjustment is carried out by determining the residual exposure times and the historical cost, the calculation is simpler, and the cost can be better optimized when the conversion rate prediction model is inaccurate, and the intelligent price adjustment is realized.
Based on the foregoing embodiments, the following describes the whole scheme of the method for adjusting a price of a multimedia object in the embodiment of the present application, taking an example of sending an exposure request by an Application (APP), referring to fig. 3, an overall logic diagram of a method for adjusting a price of a multimedia object in the embodiment of the present application specifically includes:
step 300: and receiving an exposure request sent by the application.
Step 301: bid ranking.
Specifically: and determining the first-ranked multimedia object from the multimedia object library through bid ranking, wherein the first-ranked multimedia object is used as a target multimedia object to be exposed.
The determined target multimedia object can be returned to the application for exposure.
Step 302: whether the historical exposure spending total amount exceeds the preset spending total amount is judged, if yes, step 303 is executed, otherwise step 304 is executed.
In the embodiment of the application, each time an exposure request is received, the currently determined target multimedia object is judged to determine whether the price adjustment is needed, and whether the expected cost is exceeded is calculated in a settlement period, and before settlement, intelligent price adjustment is performed when the historical exposure cost total of the target multimedia object exceeds the preset cost total in the current settlement period.
Step 303: and performing intelligent price adjustment.
Specifically, the remaining exposure times of the target multimedia object in the current settlement period are determined, the price to be reduced corresponding to the current exposure is calculated according to the price difference value that the total historical exposure cost exceeds the preset total cost, and the settlement unit price corresponding to the current exposure is adjusted according to the price to be reduced corresponding to the current exposure.
Step 304: after entering the settlement stage, settlement is performed.
That is, in the embodiment of the present application, if it is determined that the historical exposure cost total of the target multimedia object does not exceed the preset cost total, the settlement can be directly performed based on the current settlement unit price of the target multimedia object after the settlement stage of the current settlement period, if it is determined that the historical exposure cost total exceeds the preset cost total, the intelligent settlement is performed, and when the settlement stage of the current settlement period is reached, the settlement is performed based on the settlement unit price after the settlement.
In this way, in the embodiment of the present application, before entering the settlement stage, if the historical cost of the target multimedia object with the winning bid exceeds the expected cost, the target multimedia object is intelligently adjusted, specifically, the price difference value exceeding the preset cost sum can be calculated by counting and determining the historical exposure cost sum in real time, the residual exposure times of the target multimedia object in the current settlement period can be predicted by using the flow estimation model, the cost which has exceeded in the current settlement period can be calculated as much as possible, and the cost which needs to be reduced in each exposure in the future can be reduced as much as possible on the premise that the cost which is not lower than the cost which is settled by the second multimedia object with the ranking bid, so that the purpose of optimizing the cost on the global flow can be achieved, and the accuracy of intelligent adjustment is improved.
Based on the foregoing embodiments, the following details of the logic scheme of fig. 3 are described, and in detail, referring to fig. 4, an overall logic diagram of another method for adjusting a price of a multimedia object according to an embodiment of the present application is shown.
As shown in fig. 4, in the embodiment of the present application, an application sends an exposure request to a delivery platform, and the delivery platform returns the first-ranked winning target multimedia object to the application for exposure by using a bid ranking method, and the application displays the target multimedia object.
Before the expense settlement is carried out on the exposed target multimedia object, judging, if the historical exposure expense sum of the target multimedia object exceeds the preset expense sum, estimating the residual exposure times in the current settlement period by adopting a flow estimation model according to the historical exposure data, and further carrying out intelligent price adjustment on the settlement unit price of the exposure according to the historical cost and the residual exposure times of the target multimedia object.
In order to acquire the historical exposure data, the historical cost and other data of the target multimedia object in real time, the embodiment of the present application further needs to collect and process exposure, conversion and cost settlement logs and the like of each multimedia object in real time through a real-time data processing module, namely, for the specific implementation of the real-time data processing module in fig. 4, a possible implementation manner is provided in the embodiment of the present application:
1) And acquiring an exposure log, a conversion log and a settlement log of each multimedia object.
2) And respectively analyzing the exposure logs of the multimedia objects according to the exposure request identification, the multimedia object identification, the exposure time and the first analysis rule of whether the exposure identification is performed.
And respectively analyzing the settlement logs of the multimedia objects according to the exposure request identification, the multimedia object identification, the click time and the second analysis rule of whether to click the identification.
And respectively analyzing the conversion log of each multimedia object according to the exposure request identifier, the multimedia object identifier, the conversion time and a third analysis rule of whether to convert the identifier.
As shown in fig. 4, after the target multimedia object is returned to the application for exposure, the exposure log, the conversion log, the click log, and the like may be obtained from the application side, and the information such as the settlement log may be obtained from the settlement stage, where the settlement stage is usually performed by the number of clicks, and the settlement log further includes the click-related information.
Referring to fig. 5, a schematic diagram of a real-time data processing flow in an embodiment of the present application is shown, where an exposure log, a conversion log and a settlement log of each multimedia object are obtained, the conversion log, the exposure log and the settlement log are sent to a message queue, a real-time stream processing system takes out the log from the message queue for analysis and formatting, then sends the formatted information to the message queue again, and a time sequence database takes out the formatted information from the message queue in real time and inserts the formatted information into a corresponding database.
The information after the conversion log, the exposure log and the settlement log are respectively parsed and formatted is shown in fig. 6, which is a schematic diagram of a parsing format in the embodiment of the present application, and as shown in fig. 6, the exposure log may be parsed into: req_uid (exposure request id), adform _id (multimedia object id), exp_time (exposure time) and exp_time (exposure flag or not), wherein req_uid and form_id may be of a String (String) type, exp_time may be of a long integer (long) type, and exp_time may be of a boolean type (boolean) type.
The settlement log (or click log) is parsed into: req_uid (exposure request id), adform _id (multimedia object id), click_time (click time), click (whether or not to click on an identification).
The conversion log is parsed into: req_uid (exposure request id), adform _id (multimedia object id), conv_time (conversion time), overt (whether or not to convert an identification).
In this way, after the exposure log, the settlement log and the conversion log are respectively analyzed and formatted, the exposure log, the settlement log and the conversion log are stored in a database, and when the exposure, the conversion and the settlement information of each multimedia object need to be queried, the exposure, the conversion and the settlement can be related through the req_id, and the information such as the exposure, the click number and the conversion number of the multimedia object needing to be queried in a specific time range can be screened through the adform _id and the exp_time, the click_time and the conv_time.
The message queue, real-time stream processing, and time sequence database technologies in the embodiments of the present application may be KAFKA (which is a high throughput distributed publish-subscribe message system), flink (an open source stream processing framework), druid (a database connection pool), respectively, which are not limited in the embodiments of the present application.
Based on the same inventive concept, the embodiment of the present application further provides a price adjustment device for a multimedia object, based on the above embodiment, referring to fig. 7, the price adjustment device for a multimedia object in the embodiment of the present application specifically includes:
A first determining module 70, configured to determine a target multimedia object to be exposed when receiving an exposure request;
a second determining module 71, configured to determine, when a total amount of historical exposure costs of the target multimedia object exceeds a preset total amount of costs in a current settlement period, a remaining exposure time of the target multimedia object in the current settlement period;
and an adjustment module 72, configured to adjust a settlement unit price corresponding to the current exposure of the target multimedia object according to the remaining exposure times, the historical exposure spending total and the preset spending total.
Optionally, after determining the target multimedia object to be exposed, the processing module 73 is further configured to:
Acquiring the conversion number and/or the exposed times of the target multimedia object in the current settlement period and before the current exposure, wherein the conversion number represents the number of clicked conversion operations after exposure;
and obtaining the historical exposure expense total of the target multimedia object according to the conversion number and/or the exposure times of the target multimedia object and the corresponding settlement unit price.
Optionally, when determining the remaining exposure times of the target multimedia object in the current settlement period, the second determining module 71 is specifically configured to:
Acquiring the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
Obtaining the sum of the total exposure times of all the multimedia objects in the current settlement period at least according to the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
respectively acquiring the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia objects in the current settlement period;
Determining the residual exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all the multimedia objects, the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia object in the current settlement period.
Optionally, when determining the remaining exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all multimedia objects, the sum of the exposure times of all multimedia objects, and the exposure times of the target multimedia object in the current settlement period, the second determining module 71 is specifically configured to:
Determining a ratio of the number of times the target multimedia object has been exposed to the sum of the number of times all multimedia objects have been exposed;
And determining the product of the sum of the total exposure times of all the multimedia objects and the ratio, and determining the difference value between the product and the exposed times of the target multimedia object, wherein the difference value is used as the residual exposure times of the target multimedia object.
Optionally, when adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the remaining exposure times, the historical exposure cost total and the preset cost total, the adjusting module 72 is specifically configured to:
Determining a price difference of the historical exposure spending sum minus the preset spending sum;
Taking the ratio of the price difference value to the residual exposure times as the price to be reduced corresponding to the exposure;
And adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure.
Optionally, when adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure, the adjusting module 72 is specifically configured to:
acquiring settlement unit prices respectively corresponding to the first-ordered and second-ordered multimedia objects determined for the exposure request, wherein the first-ordered multimedia object is the target multimedia object;
determining a difference between a settlement price of the target multimedia object and the price to be reduced;
And taking the maximum value between the difference value and the settlement unit price of the second-order multimedia object as the final settlement unit price corresponding to the current exposure of the target multimedia object.
Optionally, the analyzing module 74 is further configured to:
acquiring an exposure log, a conversion log and a settlement log of each multimedia object;
Respectively analyzing the exposure logs of each multimedia object according to the exposure request identifier, the multimedia object identifier, the exposure time and the first analysis rule of whether the exposure identifier is or not;
respectively analyzing the settlement logs of the multimedia objects according to the exposure request identification, the multimedia object identification, the click time and the second analysis rule of whether to click the identification;
and respectively analyzing the conversion log of each multimedia object according to the exposure request identifier, the multimedia object identifier, the conversion time and a third analysis rule of whether to convert the identifier.
Based on the above embodiments, referring to fig. 8, a schematic structural diagram of an electronic device according to an embodiment of the present application is shown.
Embodiments of the present application provide an electronic device that may include a processor 810 (Center Processing Unit, a CPU), a memory 820, an input device 830, an output device 840, and the like, where the input device 830 may include a keyboard, a mouse, a touch screen, and the like, and the output device 840 may include a display device, such as a liquid crystal display (liquid CRYSTAL DISPLAY, LCD), a Cathode Ray Tube (CRT), and the like.
Memory 820 may include Read Only Memory (ROM) and Random Access Memory (RAM) and provides processor 810 with program instructions and data stored in memory 820. In an embodiment of the present application, the memory 820 may be used to store a program of a method for pricing a multimedia object according to any of the embodiments of the present application.
Processor 810 is operative to execute the method of pricing a multimedia object according to any of the embodiments of the present application by invoking program instructions stored in memory 820 in accordance with the obtained program instructions.
Based on the above embodiments, in the embodiments of the present application, there is provided a computer-readable storage medium having stored thereon a computer program, which when executed by a processor, implements the method for adjusting a price of a multimedia object in any of the method embodiments described above.
Those of ordinary skill in the art will appreciate that: all or part of the steps for implementing the above method embodiments may be implemented by hardware associated with program instructions, where the foregoing program may be stored in a computer readable storage medium, and when executed, the program performs steps including the above method embodiments; and the aforementioned storage medium includes: a mobile storage device, a read-only memory (ROM), a random access memory (RAM, random Access Memory), a magnetic disk or optical disk, or the like, which can store program codes.
Or the above-described integrated units of the invention may be stored in a computer-readable storage medium if implemented in the form of software functional modules and sold or used as separate products. Based on such understanding, the technical solutions of the embodiments of the present invention may be embodied in essence or a part contributing to the prior art in the form of a software product stored in a storage medium, including several instructions for causing a computer device (which may be a personal computer, a server, or a network device, etc.) to execute all or part of the methods described in the embodiments of the present invention. And the aforementioned storage medium includes: a removable storage device, ROM, RAM, magnetic or optical disk, or other medium capable of storing program code.

Claims (14)

1. A method of pricing a multimedia object, comprising:
When an exposure request is received, determining a target multimedia object to be exposed;
Determining the residual exposure times of the target multimedia object in the current settlement period when the historical exposure cost total of the target multimedia object in the current settlement period exceeds a preset cost total;
Determining a price difference of the historical exposure spending sum minus the preset spending sum; taking the ratio of the price difference value to the residual exposure times as the price to be reduced corresponding to the exposure; and adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure.
2. The method of claim 1, wherein after determining the target multimedia object to be exposed, further comprising:
Acquiring the conversion number and/or the exposed times of the target multimedia object in the current settlement period and before the current exposure, wherein the conversion number represents the number of clicked conversion operations after exposure;
and obtaining the historical exposure expense total of the target multimedia object according to the conversion number and/or the exposure times of the target multimedia object and the corresponding settlement unit price.
3. The method of claim 1, wherein determining the remaining number of exposures of the target multimedia object during the current settlement period, comprises:
Acquiring the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
Obtaining the sum of the total exposure times of all the multimedia objects in the current settlement period at least according to the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
respectively acquiring the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia objects in the current settlement period;
Determining the residual exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all the multimedia objects, the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia object in the current settlement period.
4. The method of claim 3, wherein determining the remaining exposure times of the target multimedia object in the current settlement period based on the sum of the total exposure times of all multimedia objects, the sum of the exposure times of all multimedia objects, and the exposure times of the target multimedia object in the current settlement period, comprises:
Determining a ratio of the number of times the target multimedia object has been exposed to the sum of the number of times all multimedia objects have been exposed;
And determining the product of the sum of the total exposure times of all the multimedia objects and the ratio, and determining the difference value between the product and the exposed times of the target multimedia object, wherein the difference value is used as the residual exposure times of the target multimedia object.
5. The method of claim 1, wherein adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure, specifically comprises:
acquiring settlement unit prices respectively corresponding to the first-ordered and second-ordered multimedia objects determined for the exposure request, wherein the first-ordered multimedia object is the target multimedia object;
determining a difference between a settlement price of the target multimedia object and the price to be reduced;
And taking the maximum value between the difference value and the settlement unit price of the second-order multimedia object as the final settlement unit price corresponding to the current exposure of the target multimedia object.
6. The method of any one of claims 1-5, further comprising:
acquiring an exposure log, a conversion log and a settlement log of each multimedia object;
Respectively analyzing the exposure logs of each multimedia object according to the exposure request identifier, the multimedia object identifier, the exposure time and the first analysis rule of whether the exposure identifier is or not;
respectively analyzing the settlement logs of the multimedia objects according to the exposure request identification, the multimedia object identification, the click time and the second analysis rule of whether to click the identification;
and respectively analyzing the conversion log of each multimedia object according to the exposure request identifier, the multimedia object identifier, the conversion time and a third analysis rule of whether to convert the identifier.
7. A price adjustment device for a multimedia object, comprising:
the first determining module is used for determining a target multimedia object to be exposed when receiving an exposure request;
The second determining module is used for determining the residual exposure times of the target multimedia object in the current settlement period when the historical exposure cost total of the target multimedia object in the current settlement period exceeds the preset cost total;
The adjusting module is used for adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the residual exposure times, the historical exposure cost total and the preset cost total;
According to the remaining exposure times, the historical exposure spending total sum and the preset spending total sum, when adjusting the settlement unit price corresponding to the current exposure of the target multimedia object, the adjusting module is specifically configured to: determining a price difference of the historical exposure spending sum minus the preset spending sum; taking the ratio of the price difference value to the residual exposure times as the price to be reduced corresponding to the exposure; and adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure.
8. The apparatus of claim 7, further comprising, after determining the target multimedia object to be exposed, a processing module to:
Acquiring the conversion number and/or the exposed times of the target multimedia object in the current settlement period and before the current exposure, wherein the conversion number represents the number of clicked conversion operations after exposure;
and obtaining the historical exposure expense total of the target multimedia object according to the conversion number and/or the exposure times of the target multimedia object and the corresponding settlement unit price.
9. The apparatus of claim 7, wherein the second determination module is specifically configured to, when determining a remaining number of exposures of the target multimedia object during the current settlement period:
Acquiring the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
Obtaining the sum of the total exposure times of all the multimedia objects in the current settlement period at least according to the sum of the total exposure times of all the multimedia objects in each settlement period before the current settlement period;
respectively acquiring the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia objects in the current settlement period;
Determining the residual exposure times of the target multimedia object in the current settlement period according to the sum of the total exposure times of all the multimedia objects, the sum of the exposure times of all the multimedia objects and the exposure times of the target multimedia object in the current settlement period.
10. The apparatus of claim 9, wherein the second determination module is specifically configured to, when determining the remaining exposure times of the target multimedia object in the current settlement period based on a sum of total exposure times of all multimedia objects, a sum of exposure times of all multimedia objects, and the exposure times of the target multimedia object in the current settlement period:
Determining a ratio of the number of times the target multimedia object has been exposed to the sum of the number of times all multimedia objects have been exposed;
And determining the product of the sum of the total exposure times of all the multimedia objects and the ratio, and determining the difference value between the product and the exposed times of the target multimedia object, wherein the difference value is used as the residual exposure times of the target multimedia object.
11. The apparatus of claim 7, wherein when adjusting the settlement unit price corresponding to the current exposure of the target multimedia object according to the price to be reduced corresponding to the current exposure, the adjusting module is specifically configured to:
acquiring settlement unit prices respectively corresponding to the first-ordered and second-ordered multimedia objects determined for the exposure request, wherein the first-ordered multimedia object is the target multimedia object;
determining a difference between a settlement price of the target multimedia object and the price to be reduced;
And taking the maximum value between the difference value and the settlement unit price of the second-order multimedia object as the final settlement unit price corresponding to the current exposure of the target multimedia object.
12. The apparatus of any one of claims 7-11, further comprising a parsing module to:
acquiring an exposure log, a conversion log and a settlement log of each multimedia object;
Respectively analyzing the exposure logs of each multimedia object according to the exposure request identifier, the multimedia object identifier, the exposure time and the first analysis rule of whether the exposure identifier is or not;
respectively analyzing the settlement logs of the multimedia objects according to the exposure request identification, the multimedia object identification, the click time and the second analysis rule of whether to click the identification;
and respectively analyzing the conversion log of each multimedia object according to the exposure request identifier, the multimedia object identifier, the conversion time and a third analysis rule of whether to convert the identifier.
13. An electronic device comprising a memory, a processor and a computer program stored on the memory and executable on the processor, characterized in that the processor implements the steps of the method of any of claims 1-6 when the program is executed.
14. A computer-readable storage medium having stored thereon a computer program, characterized by: which computer program, when being executed by a processor, carries out the steps of the method according to any one of claims 1-6.
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