WO2009021445A1

WO2009021445A1 - Method and device for managing advertisement

Info

Publication number: WO2009021445A1
Application number: PCT/CN2008/071927
Authority: WO
Inventors: Guan Wang
Original assignee: Tencent Technology (Shenzhen) Company Limited
Priority date: 2007-08-11
Filing date: 2008-08-07
Publication date: 2009-02-19
Also published as: CN101169842A

Abstract

A method and a device for managing the advertisement are provided. The method includes: acquiring the advertisement information of the advertisement to be managed, wherein the advertisement information includes the click frequency of the advertisement to be managed and/or the matching degree of the advertisement to be managed and the page; calculating the quality of the advertisement to be managed according to the advertisement information of the advertisement to be managed; and managing the advertisement to be managed according to the quality of the advertisement.

Description

Advertising management method and device

The present invention relates to the field of computer communications, and in particular, to an advertisement management method and apparatus. Background technique

Advertising on the Internet has become the preferred way for many businesses to promote. The current stage of auction price is generally based on the price of the advertisement or the number of clicks (hereinafter referred to as "click bid") to determine the priority of the advertisement. Clicks with high bids have a higher priority, and vice versa. High-priority ads, such as the form of the ad, the location of the page, the area occupied, the ranking in the ad list, etc., are better than the low-priority ads. The existing billing method is that after the user who browses the page where the advertisement is clicked, the advertisement operator charges the advertisement publisher according to the product of the click bid of the advertisement and the number of clicks.

In the prior art, simply clicking the bidding ranking as the standard of the advertisement publishing management may cause the content of the advertisement and the content of the page to be mismatched, that is, the matching degree between the advertisement and the content of the page is low; and some click bids may be generated. High advertising, although with a high priority and publishing advantages, because the quality of the ads is poor or attractive, users rarely click on the ads when browsing the page content. Both of these situations have a significant negative impact on the effectiveness of the advertising. The match between the ad and the content of the page here (hereinafter referred to as "matching degree") refers to the degree to which the subject or content of the ad is related to the content of the page where the ad is located.

On the other hand, the prior art billing based on the click bid may cause the advertiser to waste the advertising cost.

For example, for the same keyword "car", the advertiser's click on the advertisement A is 0.5 yuan, the click on the advertisement B is 1.00 yuan, and the advertisement A has a lower priority than the advertisement. B, the placement and arrangement of advertisement A will be second to advertisement B. Each time the user clicks on the advertisement B, the advertisement publisher should pay 1.00 yuan, which will cause the advertisement publisher to waste the advertisement fee of 0.49 yuan, because in fact, the click price of the advertisement B only needs 0.51 yuan to have a higher priority than the advertisement A. This will cause the publisher to not bid farewell, affecting the advertising publisher's advertising efforts and the advertising business's advertising revenue.

It can be seen that in the prior art, the advertisement is managed only according to the click bid of the advertisement, such as the advertisement release management and the billing management, which is not conducive to the effect of the advertisement, and is not conducive to the economic benefit of the advertisement publisher and the advertisement operator. . Summary of the invention

The embodiment of the invention provides an advertisement management method and device, so as to improve the effect of advertisement publishing, and increase the economic benefits of the advertisement publisher and the advertisement operator.

An advertisement management method provided by an embodiment of the present invention includes:

Obtaining advertisement information of the to-be-managed advertisement; wherein the advertisement information includes: a click rate of the to-be-managed advertisement and/or a matching degree of the to-be-managed advertisement and the page;

Calculating an advertisement quality of the to-be-managed advertisement according to the advertisement information to be managed; managing the to-be-managed advertisement according to the advertisement quality.

The advertising device provided by the embodiment of the present invention includes:

An information obtaining module, configured to obtain advertisement information of an advertisement to be managed; wherein the advertisement information comprises: a click rate of the to-be-managed advertisement and/or a matching degree of the to-be-managed advertisement and the page;

a quality evaluation module, configured to evaluate an advertisement quality of the to-be-managed advertisement, and obtain an advertisement quality of the to-be-managed advertisement;

And a management module, configured to manage the to-be-managed advertisement according to the advertisement quality of the to-be-managed advertisement.

The advertisement management method and device provided by the embodiment of the present invention not only considers the factor of clicking the bid, but also considers the factor of the advertisement information, and pays more attention to the advertisement. Its own characteristics, such as whether the advertisement attracts the customer's external manifestation - the click rate of the advertisement, and the matching degree between the advertisement and the webpage, the matching degree between the advertisement and the page is increased, the advertisement effect is improved, the effect of the advertisement is improved, and Cost-effective, indirectly stimulate the advertising publisher to actively price; at the same time reduce the actual advertising costs of advertising, reduce the cost of the advertising publisher, but also the advertising operator's income is guaranteed. BRIEF DESCRIPTION OF THE DRAWINGS

1 is a flow chart of an advertisement management method in an embodiment of the present invention.

2 is a flow chart of an advertisement charging method in an embodiment of the present invention.

FIG. 3 is a schematic structural diagram of an advertising apparatus according to an embodiment of the present invention. Mode for carrying out the invention

The implementation, functional features and advantages of the objects of the present invention will be further described in conjunction with the embodiments herein.

The embodiment of the invention provides an advertisement management method, which evaluates the advertisement quality according to the advertisement information, determines the priority level of the advertisement according to the quality of the advertisement obtained by the evaluation, and then performs the advertisement management according to the priority level, where the advertisement management may be the release management or the advertisement management. It is billing management. The advertising information includes the click rate and/or the match of the ad to the page, and may also include information such as click bids.

The embodiment of the invention provides an advertisement publishing management method, which evaluates the quality of the advertisement according to the advertisement information, determines the priority level of the advertisement according to the quality of the advertisement obtained by the evaluation, and further differentiates the advertisement delivery condition and the delivery scheme according to the priority level.

Clickthrough rate is a parameter used to measure the number of times a user clicks on an ad. It can be obtained by calculation or query. In this embodiment, a plurality of calculation methods may be adopted, and one calculation method is to divide the effective number of clicks of the advertisement by the total value of the clicks of the page where the advertisement is located as the click rate. A variety of criteria can be used to measure whether a click is a valid click on an ad. Metrics include clicks from non-repeating IP addresses, and two clicks from the same IP address are separated by more than a predetermined length of time. The duration is longer than the length of the reservation.

Matching can also be obtained through a variety of calculation methods or queries. One of the calculation methods is to use the word segmentation technology to parse the keywords of the page and the advertisement, and get the weight of each keyword in the page and the advertisement.

Use text segmentation technology to obtain the keywords of the page, and obtain the weight vector of the keyword in page j as τ』, as shown in formula (1),

T _r (W _u , W ₂ „W ₃ „..., W, ₃ ) ( 1 )

Where W is the weight of the keyword i in page j, and W is a positive number.

Using text segmentation technology to obtain the keywords of the advertisement, and obtain the weight vector Tk of each keyword in the advertisement K, as shown in the formula (2),

KW^W^W^.-.U ( 2)

Among them, W _lJs represents the _weight of the keyword i in the advertisement k.

Then the formula (3) of the matching degree M is:

M = Sim(Tj,T _k ) = Tj*T _k = ^Wi,jOVi,k ( 3 )

;'□1

That is, the matching degree is the sum of the weight of each keyword in the advertisement and the weight of each keyword in the page.

The following is an example of a method for calculating the degree of matching by using the above method. Let the vector η of a certain page be as shown in Table 1, and set the vector T _{k of an} advertisement as shown in Table 2.

Table 1

Key words weight

NBA 10

Basketball 5

Yao Ming 3

,

Ruler, μ] 2 Table 2

Using the above matching degree calculation method, the matching degree M = 10 ("NBA" weight in the page) is calculated according to the above formula (3) *0 ("NBA" weight in the advertisement) +5 ("Basketball, on the page" The weight in the) *3 ("Basketball, the weight in the advertisement" +3 ("Yao Ming" weight on the page) *0 ("Yao Ming" weight in the ad) +2 ("Rocket, on the page The weight in the) *2 ("Rocket" weight in the ad) +0 ("jersey, weight on the page" *2 ("jersey, weight in the ad" = 19.

When calculating the matching degree, the degree of correlation between the content classification of the page and the advertisement can be further considered. The content classification of pages and advertisements can be obtained by automatic classification technology.

Let the content classification of page j and advertisement K be the correlations Sim(Cj, C _k ) of q, C _k , q and C _k , _respectively . The value of Sim(Cj, C _k ) is determined by the matching strategy, and its value ranges from [0, 1]. When Cj = C _k , Sim(Cj, C _k ) takes a value of 1. Then, the calculation formula of the matching degree M can be as shown in the formula (4), which is:

M = Sim(Tj,T _k )*Sim(Cj,C _k ) ( 4 )

In the embodiment of the present invention, logical operations or mathematical operations can be performed on the advertisement information, and the operation result is used as the advertisement quality. The multiplication operation is taken as an example to illustrate the calculation process of the advertisement quality.

Let the click bid of the ad be the variable P, the click rate is the variable CR, the matching degree of the advertisement with the page is the variable M, and the quality of the advertisement is the variable Q, where P, CR, M and Q are positive numbers.

The quality of the ad can be the product of the click bid and the clickthrough rate. The corresponding ad quality assessment formula is calculated (5) as:

Q = P*CR ( 5 )

The quality of the ad can also be the product of the click bid and the match, the corresponding ad quality estimate. The formula (6) is:

Q = P*M ( 6 )

The quality of the advertisement can also be the product of the click bid, the click rate, and the matching degree. The corresponding advertising quality evaluation formula (7) is:

Q = P*CR*M ( 7 )

In addition to the above quality assessment methods, it is also possible to calculate the quality of the advertisement using only the click rate and the matching degree, or to select the click rate and the matching degree as the parameters of the quality evaluation. Of course, depending on the actual situation, there may be other quality assessment parameters.

In the above quality assessment mechanism, the click bid is multiplied by the advertisement information such as the click rate or/and the matching degree to evaluate the advertisement quality. In this case, the various advertisement information has the same weight in the advertisement quality evaluation, that is, the advertisement information. The impact on the quality of advertising is equally large. In actual situations, it may be necessary to adjust the weight of different advertising information, for example, advertising on a professional site. All pages of the site are related to a certain professional. In order to achieve good advertising results, the matching degree should be appropriately improved in the evaluation of advertising quality. In the case of certain surveys, some surveys are published in the form of advertisements. The user simply clicks on the advertisements is invalid. It is necessary to fill out the questionnaire to have an effect. At this time, the weight of the click rate can be appropriately reduced to avoid multiple invalid clicks by the user. The survey publisher brings unnecessary advertising costs.

For this reason, it is also possible to perform logical operations or mathematical operations on the weighted advertisement information to evaluate the quality of the advertisement. Embodiments of the present invention use a power or square to represent weighting.

Let the click bid of the advertisement be the variable P, the weight be the variable m, set the click rate to the variable CR, and the weight to the variable n, and set the quality of the advertisement to the variable Q, and set the matching degree between the advertisement and the page to be the variable M, and the weight to be the variable o. Where P, CR, m, n, M, o, and Q are all positive numbers.

The quality of the advertisement may be the product of the m-th power of the click bid and the power of the click rate n, and the corresponding calculation formula (8) of the advertisement quality is:

Q=P ^m *CR ⁿ ( 8 )

The quality of the advertisement can also be the product of the click bid m power and the matching degree 0 power, corresponding to the advertisement The mass calculation evaluation formula (9) is:

Q = p ^m * M. ( 9 )

The quality of the advertisement can also be the product of the click bid m power, the click rate n power, and the matching power 0. The corresponding advertising quality evaluation formula (10) is:

Q=P ^m *CR ⁿ *M° ( 10 )

In the above advertisement quality evaluation formulas, when the values of m, n, and 0 are all 1, each advertisement information is multiplied by the power of the first power, and the weights are the same, which is equivalent to the fact that each advertisement information is not weighted. When it is necessary to increase the weight of one or more kinds of advertisement information, the corresponding weight is set to a real number of > 1, for example, 1.5, 2 or 100, etc., after the advertisement information is multiplied by the weight, the influence on the advertisement quality will become larger. . When it is necessary to reduce the weight of an advertisement information, the corresponding weight is set to a real number of < 1, including a negative number such as 0.5, 0.001 or -3, etc., and the advertising information will have less influence on the quality of the advertisement after multiplying the weight.

The priority level management mechanism in the embodiment of the present invention may be that the advertisements are sorted according to the advertisement quality, and the advertisement release scheme or the release condition is determined according to the sort result, and the high-quality advertisement has the release condition or the release scheme superior to the low-quality advertisement. In the embodiment of the present invention, an optimal publishing condition or a publishing scheme may be allocated for the first-ranked advertisement, a sub-optimal publishing condition or a publishing scheme may be allocated for the second-ranked advertisement, and so on, until the last bit is sorted. The ad is assigned the worst release condition or release plan.

Due to the limited number of advertisements that a page can carry, the release conditions that can be provided are limited, and there may be multiple release schemes with the same or similar pros and cons. When the number of advertisements is large, it may be difficult to clearly distinguish the publishing conditions or distribution schemes of many advertisements, and the advertisement operator has an excessive workload in the formulation of the advertisement scheme and the distribution of the advertisement conditions, resulting in waste of resources. To overcome the above drawbacks, in the priority management mechanism, the priority management mechanism provided in this embodiment classifies or classifies advertisements according to advertisement quality, and determines specific advertisement schemes or release conditions of advertisements according to different levels or categories, belonging to the same One or more ads of a level or category use the same level of publishing or publishing criteria.

Using the above priority management mechanism, a "first come, first served" mechanism can also be established, at the same level. Multiple advertisements within the advertisement, according to the order in which the advertisement publisher delivers the advertisement, the advertisement publisher selects the advertisement condition or advertisement scheme within the level. It is also possible to classify the advertising conditions or advertising schemes within the same level in order to optimize the quality according to the quality of the advertisements in the same level.

The above publishing conditions or distribution schemes include, but are not limited to, the form of advertisement, the location of the page, the occupied area, the ranking in the advertisement list, the number of repetitions, and the like.

FIG. 1 is a flowchart of an advertisement management method in an embodiment of the present invention. As shown in Figure 1, the method includes the above steps:

Step S11: Obtaining a click bid of at least one advertisement and an advertisement information such as a click rate and/or a matching degree;

Step S12: Perform an advertisement quality evaluation according to the obtained advertisement information of the at least one advertisement, and obtain an advertisement quality of the at least one advertisement;

Step S13: Perform priority level management according to the advertisement quality of the at least one advertisement; Step S14: Determine whether to end the advertisement management, such as whether the advertisement publisher stops the release of at least one advertisement, or whether to exit the advertisement management process. If the result of the determination is YES, the entire workflow is ended, otherwise returning to step S11 to loop through the above workflow.

When the above process returns to step S11, the advertisement information of at least one advertisement should be re-acquired, because the advertisement information re-acquired may change every time, for example, a new advertisement needs to be published, and the advertisement publisher changes the click bid for an advertisement. Or as the user browses the page, the click rate of an ad changes, or the matching degree changes as the content of the page where the ad is located is modified or updated. Subsequent steps should re-evaluate the ad based on the re-acquired advertising information. Table 3 gives the advertisement information of multiple advertisements, the quality value of each advertisement calculated according to the quality evaluation calculation formula (7), and an example of the ranking of the advertisement quality.

table 3

Ad number click bid click rate match ad quality 3 10 1 0.9 9

2 4 2 0.9 7.2

4 5 1.6 0.7 5.6

1 4 1.6 0.8 5.12

5 1.5 3.2 0.6 2.88 According to the above advertising quality, the advertisements are sorted, Q3>Q2>Q4>Q1>Q5, each advertisement is ranked as No. 3 advertisement first, No. 2 advertisement second, No. 4 advertisement third, No. 1 advertisement Fourth, the fifth place is the last.

Table 4 gives the advertisement information of a plurality of advertisements and an example of each advertisement quality value calculated based on the quality evaluation calculation formula (5).

Table 4

The advertising operator pre-classifies the advertisement according to the advertising quality into five levels of A to E. The correspondence between each level and the advertising quality and advertising conditions is shown in Table 5:

table 5

Ad level Ad quality range Ad conditions or release plan

A 8<Q<10 animation form, located at the top of the page

B 6<Q<8 large picture, located on both sides of the page

C 4<Q<6 small picture, located at the bottom of the page

D 2<Q<4 text form, located at the top of the page

According to the advertisement quality of each advertisement mentioned above, the advertisement quality Q3 of the advertisement No. 3 is 10, which is in the range of 8≤Q≤10, and the advertisement level is A, and the corresponding "animation form, located at the top of the page" advertisement condition or release scheme should be allocated. And the two advertisements of No. 2 and No. 4 have the advertisement quality of 8 and 7.5 respectively, all of which are in the range of 6≤Q≤8, and their advertisement levels are all B, and the corresponding "big picture, located on both sides of the page" are assigned. Condition or release plan; Ad quality of ad No. 1 is 4.8, in the range of 4≤Q≤6, its advertising level is C, and the corresponding "small picture, located at the bottom of the page" advertising conditions or release plan; The advertising quality is 0.75, in the interval of 0≤Q≤2, the advertising level is E, and the corresponding "text form, located at the bottom of the page" advertising conditions or publishing scheme is assigned; since there is no advertisement advertising quality is in the range of 2≤Q≤4 Therefore, the "text form, located at the top of the page" corresponding to the interval is vacant.

With the advertisement management method provided by the above embodiment, the advertisement fee can be calculated directly according to the click bid, the effective click count, and/or the click rate of the advertisement. To avoid the waste of advertising costs caused by excessive click bids.

According to the advertisement charging management method provided by the embodiment of the present invention, the actual advertising fee is calculated according to the advertising information and the advertising quality or priority level, that is, the actual cost that the advertising publisher needs to pay to the advertising operator after the advertisement is clicked by the user. Regardless of whether the priority management of the advertisement adopts a sorting or grading mechanism, the embodiment can calculate the actual advertising fee, avoid the waste of the advertising fee caused by the advertiser's excessive click bid, and improve the enthusiasm of the advertising publisher for the price ranking.

FIG. 2 is a flowchart of an advertisement charging method according to an embodiment of the present invention. As shown in Figure 2, the method includes the following steps:

Step S21: Evaluating the minimum advertisement quality required for the to-be-paid advertisement to reach the current priority level; Step S22: Calculating the actual advertisement fee of the to-be-paid advertisement according to the minimum advertisement quality.

The above evaluation of the minimum advertisement quality is to select another advertisement whose advertisement quality is lower than the advertisement to be charged, and the advertisement quality of the other advertisement as the minimum advertisement quality of the advertisement to be charged. Can choose the quality of the ad Another advertisement that is second only to the advertisement to be billed may also select another advertisement in the advertisement quality ranking that differs from the to-be-paid advertisement by more than one. This embodiment is described by taking another advertisement in which the advertisement quality is second only to the advertisement to be billed.

Specifically, the minimum billing unit a of the advertisement is preset, and the minimum billing unit is specified by the advertisement operator. When charging in RMB, the minimum billing unit can be 0.01 yuan. Let the minimum advertising quality be the variable LQ, and the actual advertising fee be the variable RP, where the values of a, LQ and RP are all positive numbers.

For the number X to be billed for the number X, the quality of the advertisement is second only to the advertisement. The advertising quality Qy of the y advertisement is the lowest advertising quality LQx of the advertisement to be charged, and the corresponding minimum advertising quality calculation formula (11) is:

LQx = Qy ( 11 )

When the quality of the advertisement is calculated according to formula (5), the actual advertising fee RPx calculation formula (12) of the advertisement to be charged is:

LQx,

^CKX ( 12)

Similarly, when the advertisement quality is calculated according to formula (6), the actual advertising fee RPx calculation formula (13) of the advertisement to be charged is:

LQx,

RPx= , ten a

^MX ( 13)

Similarly, when the advertisement quality is calculated according to formula (7), the actual advertising fee RPx calculation formula (14) of the advertisement to be charged is:

LQx,

RPx= ^ h a

CRx^Mx , ,

(14)

When the advertisement quality is calculated according to formula (8), the actual advertising fee RPx calculation formula (15) of the advertisement to be charged is: LQx

RPx = + a

CRi

(15)

When the quality of the advertisement is calculated according to formula (9), the actual advertising fee RPx calculation formula (16) of the advertisement to be charged is:

LQx,

RPx= ~ a

Mx

(16)

When the quality of the advertisement is calculated according to formula (10), the actual advertising fee RPx calculation formula (17) of the advertisement to be charged is:

LQx,

RPx= h a

CRx *Mx _{( 17 )} Take the formula (14) as an example to illustrate the actual billing process. Table 6 gives examples of minimum quality and actual advertising fees for multiple advertisements.

0 Table 6

Let the minimum billing unit be 0.01 yuan. The advertisements in Table 6 are sorted according to the quality of the advertisement. The advertisement No. 3 should be ranked first or have the highest priority. The minimum quality required is the quality of the advertisement next to its No. 2 advertisement. That is, LQ3 = Q2 = 7.2; Calculate the actual 5 advertising fee RP3 of the 3rd advertisement according to formula (16):

LQ3, 7.2

RP3 + a + C.01 = 8.01

CR3^M3 1*0.9 Similarly, ad 2 should be ranked second or have the second highest priority, and the minimum quality required is the ad quality next to its 4th ad, ie LQ2 = Q4 = 5.6; according to formula (16) Calculate the actual advertising fee RP2 for ad 2:

LQ2, 5.6

RP2= h a = h 0.01 = 3.12

CR2*M2 2*0.9 Let the advertising operator set the lowest quality Q0 of the advertisement as 0, set the minimum advertising fee P0 to 0 yuan, and the minimum quality required for the 5th advertisement to be ranked 5th is LQ5 = Q0 = 0; Calculate the actual advertising fee RP5 of the No. 5 advertisement according to the formula (16):

LQ5, 0

RP5 = h a = h 0.01 = 0.01

CR5*M5 3.2*0.6 Of course, the advertising operator can also set an actual advertising fee, such as 0 yuan or minimum charging unit, for the advertisement with the lowest advertising quality, so that the charging operation of the advertisement with the lowest advertising quality is not required. The actual advertising costs for publishing the lowest quality ads are guaranteed to be very low.

Still taking Table 6 as an example, let the advertisement quality of the X advertisement be greater than the advertisement quality of the y advertisement, that is, Q _x > Q _y , and combine with the formula ( 7 ) to obtain Q _X = P _X * CR _X * M _X , and Q _y = P _y *CR _y *M _y , which in turn can be derived: Click bid P _x > ( P _y * CR _y * M _y ) / (CR _X * M _X ) of the X advertisement. and

Py*CRy*My/(CR _x *M _x ) is equal to the actual advertising fee for the X advertising minus the minimum charging unit, ie

P _y *CR _y *M _y /(CR _x *M _x )=LP _x -a, therefore, P _X 〉LP _X can be derived, that is, the click bid is always higher than the actual advertising fee. when

The LP _X gap is larger than the minimum billing unit, and the actual advertising cost required for the X-number ad is definitely lower than its ad click bid. when

If the P gap is not greater than the minimum billing unit, the actual advertising fee of the X-number advertisement can be equal to the advertisement click bid by default, so as to ensure that the actual advertising cost of the advertisement is always not greater than the click bid.

An embodiment of the present invention also provides an advertising device. FIG. 3 is a schematic structural diagram of an advertising apparatus according to an embodiment of the present invention. As shown in FIG. 3, the advertisement device includes: an information acquisition module 10, a quality assessment module 20, a release management module 30, and a billing management module 40. The information obtaining module 10 is configured to obtain the advertisement information, and send the obtained advertisement information to the quality evaluation module 20, The quality of the advertisement is evaluated, and the obtained advertisement quality is sent to the distribution management module 30, which is assigned a different distribution scheme or distribution condition by the distribution management module 30. The billing management module 40 obtains the advertisement information from the information acquisition module 10, obtains the advertisement quality from the quality assessment module 20, and calculates the actual advertisement fee of the advertisement based on the advertisement information and the advertisement quality.

The information obtaining module 10 includes a click rate unit 12 and/or a matching unit 13 , and may further include a click bid unit 11 , which is specifically determined according to a calculation strategy of the advertisement quality. The click price unit 11 is used to obtain the click bid of the advertisement publisher for the advertisement; the click rate unit 12 obtains the user's click rate for the advertisement; and the matching degree unit 13 evaluates and obtains the matching degree between the advertisement and the content of the page.

The advertising device can complete the final charging function. In fact, the advertising device can also include only the information obtaining module 10, the quality evaluation module 20, and the publishing management module 30 to complete the publishing management function.

Of course, the release management module 30 and the billing management module 40 can also be combined into one management module.

Those skilled in the art should understand that the "advertising" in this application is also essentially a kind of information, and the specific form may be text information, audio information, video information, etc. The reason for using the word "advertising" is just to The use of the "page information" is not to be construed as limiting the application of the present invention. The above description is only a preferred embodiment of the present invention, and is not intended to limit the scope of the invention, which is made using the specification and drawings of the present invention. Equivalent structure or equivalent process transformation, or formula transformation, or direct or indirect use in other related technical fields are all included in the scope of patent protection of the present invention.

Claims

Claim

1. An advertising management method, comprising:

The method according to claim 1, wherein the obtaining the degree of matching between the to-be-managed advertisement and the page comprises:

Using the word segmentation technology to parse the keywords of the page and the advertisement to be managed, and obtain the weight of each keyword in the page and the advertisement;

The sum of the weights of the keywords in the advertisement to be managed and the weights in the page is used as the matching degree.

The method according to claim 2, wherein when the degree of matching between the to-be-managed advertisement and the page is obtained, the relevance of the content classification of the page and the to-be-managed advertisement is further considered.

4. The method according to claim 3, characterized in that the product of the weight of each keyword in the advertisement to be managed and the weight product in the page is the product of the relevance of the content classification of the page and the to-be-managed advertisement. As the degree of matching.

5. Method according to claim 3 or 4, characterized in that the content classification of the pages and advertisements is obtainable by an automatic classification technique.

The method according to claim 1, wherein the calculating the advertisement quality of the to-be-managed advertisement according to the advertisement information to be managed comprises:

Performing logical operations and/or mathematical operations on the advertisement information or the weighted advertisement information of the to-be-managed advertisement to obtain the advertisement quality of the to-be-managed advertisement.

7. The method according to claim 6, wherein the advertisement to be managed is Click rate as the quality of the ad to be managed; or

Using the matching degree of the to-be-managed advertisement as the advertisement quality of the to-be-managed advertisement; or using the product of the click-through rate of the to-be-managed advertisement and the matching degree as the advertisement quality of the to-be-managed advertisement.

8. The method according to claim 6, wherein the advertisement information further comprises a click bid of the to-be-managed advertisement.

9. The method of claim 8 wherein:

Using the product of the click bid of the to-be-managed advertisement and the click rate as the advertisement quality of the to-be-managed advertisement; or

Using the product of the click bid of the to-be-managed advertisement and the matching degree as the advertisement quality of the to-be-managed advertisement; or

The product of the click bid, the click rate, and the matching degree of the to-be-managed advertisement is used as the advertisement quality of the to-be-managed advertisement.

The method according to claim 1, wherein the managing the to-be-managed advertisement according to the advertisement quality comprises:

And according to the advertisement quality of the to-be-managed advertisement, a distribution plan or a publishing condition is allocated to the to-be-managed advertisement.

The method according to claim 10, wherein the allocating a distribution plan or publishing conditions for the to-be-managed advertisement according to the advertisement quality of the to-be-managed advertisement comprises: according to the advertisement quality of the to-be-managed advertisement And the quality of advertisements of other to-be-managed advertisements, sorting all the to-be-managed advertisements, and determining a publishing scheme or publishing condition of the to-be-managed advertisements according to the position of the to-be-managed advertisements in the ranking.

The method according to claim 10, wherein the allocating a publishing scheme or publishing conditions for the to-be-managed advertisement according to the advertisement quality of the to-be-managed advertisement comprises: following the advertisement quality of the to-be-managed advertisement And the quality of the advertisements of other pending advertisements, ranking or classifying all of the to-be-managed advertisements, depending on the level of each pending advertisement or The category determines a publishing scheme or publishing condition of the to-be-managed advertisement, wherein the management advertisement adopts the same level or category of publishing scheme or publishing condition as other managed advertisements at the same level or category.

13. The method according to claim 1, wherein the managing the to-be-managed advertisement according to the advertisement quality comprises:

Obtaining a minimum advertising fee of the to-be-managed advertisement according to the quality of the advertisement to be managed.

The method according to claim 13, wherein the obtaining the minimum advertising fee of the to-be-managed advertisement according to the quality of the advertisement to be managed comprises:

Evaluating a minimum advertisement quality required for the to-be-managed advertisement to reach a current priority level; calculating an actual advertisement fee for each advertisement based on the minimum advertisement quality.

The method according to claim 14, wherein the minimum required advertisement quality to be managed to reach the current priority level is the advertisement quality of the advertisement of another advertisement next to the to-be-managed advertisement.

The method according to claim 14, wherein when the advertisement quality of each advertisement is obtained by logical operation and/or mathematical operation through the advertisement information or the weighted advertisement information of each advertisement The actual advertising fee for each advertisement is: the sum of the value of the click bid and the minimum billing unit obtained after bringing the minimum advertisement quality of each advertisement into the advertisement quality calculation formula.

17. An advertising device, comprising:

18. The apparatus according to claim 17, wherein the information acquisition module The method includes: a click rate unit, configured to obtain the click rate information of the to-be-managed advertisement; and/or a matching unit, configured to acquire the matching degree information of the to-be-managed advertisement and the page.

The device according to claim 18, wherein the information acquiring module further comprises:

Click the bid unit to get the click bid for your ad.

The device according to claim 17, wherein the management module comprises: a publishing management module, configured to allocate a publishing scheme or a publishing condition to the to-be-managed advertisement according to the advertisement quality of the to-be-managed advertisement.

The device according to claim 20, wherein the management module further comprises:

The billing management module is configured to obtain an actual advertising fee of the to-be-managed advertisement according to the quality of the advertisement to be managed.