WO2012083560A1

WO2012083560A1 - Method and apparatus for performing promotion sequencing based on enhanced generalized second price

Info

Publication number: WO2012083560A1
Application number: PCT/CN2010/080264
Authority: WO
Inventors: 万昊; 朱晓宇
Original assignee: 百度在线网络技术（北京）有限公司
Priority date: 2010-12-24
Filing date: 2010-12-24
Publication date: 2012-06-28
Also published as: CN103168312B; CN103168312A

Abstract

A method and apparatus for performing promotion sequencing based on an enhanced generalized second price is provided in the present invention. The sequencing apparatus: obtains multiple promotion objects; selects one or more preferred promotion objects from said multiple promotion objects according to the expected contribution of the multiple promotion objects, so that said one or more preferred promotion objects can share the expected contribution of the remaining promotion objects in the multiple promotion objects; according to a preset share rule, determines the actual contribution of said one or more preferred promotion objects based on the expected contribution of said one or more preferred promotion objects; sequences said one or more preferred promotion objects according to the actual contribution of said one or more preferred promotion objects. Compared with the prior art, the present invention performs promotion sequencing based on the enhanced generalized second price, thus not only the utilization efficiency of the promotion resources is improved, but also the experience of the user while searching is enhanced.

Description

One for strong generalized second price

Method and apparatus for promoting sorting

The present invention relates to the field of network search and promotion technologies, and in particular, to a technique for performing promotion ranking based on a strong second price. Background technique

With the popularity of the Internet, more and more Internet users use the Internet to make purchases or search for product information. Therefore, search engine marketing has emerged.

Search Engine Marketing (SEM) is based on the way search engines use search engines, and uses search users to retrieve information as much as possible to deliver marketing information to target users. To put it simply, search engine marketing is based on the search engine platform's online marketing. It uses people's dependence on search engines and usage habits to deliver marketing information to target users as much as possible when people retrieve information.

Due to the huge amount of search engine marketing data, the number of promotional objects triggered by search engines is also high, which is not only conducive to promoting users to promote their promotion targets, but also is not conducive to searching users for search. Based on this, the prior art uses the Generalized Second Price (GSP) mechanism to sort the promotion objects, that is, the contribution of each promotion object is determined according to the subsequent promotion objects. Obviously, under the application of the generalized second price promotion ranking, when the bidding or quality of the subsequent promotion objects is lower, the contribution of the promotion object is also lower, thereby reducing the utilization efficiency of the promotion resources, and also indirectly Affects the experience of the search user.

Therefore, how to improve the promotion and ranking on the basis of the generalized second price to improve the utilization efficiency of the promotion resources and the user experience of the search users has become an urgent problem to be solved today. Summary of the invention

It is an object of the present invention to provide a promotion ranking based on a strong generalized second price Method and equipment.

According to an aspect of the present invention, a computer-implemented method for performing promotion ranking based on a strong generalized second price is provided, wherein the method comprises the following steps: a acquiring a plurality of promotion objects;

Selecting one or more preferred promotion objects from the plurality of promotion objects according to the expected contribution of the plurality of promotion objects, so that the one or more preferred promotion objects share the remaining promotion among the plurality of promotion objects The expected contribution of the object;

c determining an actual contribution of the one or more preferred promotion objects based on a preset sharing rule and based on an expected contribution of the one or more preferred promotion objects;

d Sorting the one or more preferred promotional objects based on the actual contributions of the one or more preferred promotional objects.

According to another aspect of the present invention, there is also provided a sorting apparatus for performing a promotion ranking based on a strong generalized second price, wherein the apparatus comprises:

a first obtaining device, configured to acquire a plurality of promotion objects;

a selecting device, configured to select one or more preferred promotion objects from the plurality of promotion objects according to an expected contribution of the plurality of promotion objects, so that the one or more preferred promotion objects share the plurality of promotion The expected contribution of the remaining promotion objects in the object;

a sharing device, according to a preset sharing rule, and determining an actual contribution of the one or more preferred promotion objects based on an expected contribution of the one or more preferred promotion objects; a sorting device, configured to perform one or more according to the one or more The actual contributions of the preferred promotion objects are ordered by the one or more preferred promotion objects.

Compared with the prior art, the invention is based on the promotion of the generalized second price, which not only improves the utilization efficiency of the promotion resources, but also improves the user experience of the search user. DRAWINGS

Other features, objects, and advantages of the present invention will become more apparent from the Detailed Description of Description

1 shows a schematic diagram of an apparatus for performing a ranking based on a strong generalized second price, in accordance with an aspect of the present invention; 2 illustrates a system topology for generalizing ranking based on a strong generalized second price, in accordance with an aspect of the present invention;

3 shows a schematic diagram of an apparatus for performing a ranking based on a strong generalized second price, in accordance with a preferred embodiment of the present invention;

4 shows a flow chart of a method for generalizing ranking based on a strong generalized second price in accordance with another aspect of the present invention;

Figure 5 illustrates a flow chart of a method for generalizing ranking based on a strong generalized second price, in accordance with a preferred embodiment of the present invention.

The same or similar reference numerals in the drawings denote the same or similar components. detailed description

The invention is further described in detail below with reference to the accompanying drawings.

1 shows a schematic diagram of an apparatus for performing a ranking based on a strong generalized second price, wherein the sorting apparatus 1 includes a first obtaining means 11, a selecting means 12, a sharing means 13, and a sorting means 14, in accordance with an aspect of the present invention.

The first obtaining device 11 is configured to acquire a plurality of promotion objects. Specifically, the first obtaining device 11 acquires, according to a search sequence input by the user through the user equipment, a plurality of promotion objects corresponding to the search sequence, or triggers a plurality of promotion objects according to the search engine. , obtaining the plurality of promotion objects. For example, the search user enters the search sequence he or she wants to find in the browser software, application, or client software by interacting with the user device, including but not limited to a keyboard, mouse, remote control, touch pad, or handwriting device. The first obtaining device 11 acquires the search sequence input by the search user in real time through a page technology, such as JSP, ASP, PHP technology, or by calling an application program interface (API) provided by the user equipment. Thereafter, the first obtaining device 11 Then, the plurality of promotion objects corresponding to the search sequence are obtained by a database query or the like. For another example, in the process of searching for a user to input a query sequence through the user equipment, the search engine obtains a search sequence input by the search user, and performs a matching query according to the search sequence in the database, when obtaining the search sequence. When the plurality of promotion objects are matched, the first obtaining device 11 acquires the plurality of promotion objects for subsequent processing by other devices. Those skilled in the art should understand that the manner of obtaining a plurality of promotion objects is only an example. Other existing or future possible methods for obtaining multiple promotion objects may be applicable to the present invention, and should also be included in the scope of protection of the present invention. It is hereby incorporated by reference.

The selecting device 12 is configured to select one or more preferred promotion objects from the plurality of promotion objects according to the expected contribution of the plurality of promotion objects, so that the one or more preferred promotion objects share the plurality of promotion objects The expected contribution of the remaining promotion objects in the object. Specifically, the selecting device 12 selects one or more preferred promotion objects from the plurality of promotion objects according to an expected contribution of the plurality of promotion objects, for example, by random extraction or by sorting selection or other predetermined selection manner, to And causing the one or more preferred promotion objects to share an expected contribution of the remaining promotion objects among the plurality of promotion objects. Here, the expected contribution of the plurality of promotion objects may be directly obtained by the sorting device 1 from the search promotion library, or may be an expectation of the plurality of promotion objects obtained by the sorting device 1 indirectly through other products or third-party devices. contribution. For example, the selecting device 12 directly obtains the expected contributions of the plurality of promotion objects from the search promotion library according to the plurality of promotion objects acquired by the first acquisition device 11, and selects one or more preferences from the plurality of promotion objects. Promoting the object, for example, by descending the size of the plurality of promotion objects according to the expected contribution, selecting a preferred promotion object ranked in the front row, so that the one or more preferred promotion objects share the remaining of the plurality of promotion objects Promote the expected contribution of the object. For example, suppose a total

W promotion objects, expected contribution of promotion objects CPM Bi can be expressed by the following formula:

CPM Bt

* Qt ( z = 1 , 2, 3, ..., Ν,

Wherein, the bid of the promotion object is expressed as ρ of the promotion object's quality attribute _; ·; select 1 + (Μ<Λ promotion object from the W promotion objects, may wish to set the M+1 promotion object to be pressed Its expected contribution is in descending order, ie

CPM B] > CPM_B ₂ > -.. > CPM_B _M > CPM_B _{M+1 In} this promotion object, the expected contribution of the promotion object under the GSP (generalized second price) mechanism is updated to CPM_ ₊₇ , z = 1, 2 , ..., Μ; if these promotion objects can share the expected contribution of the remaining Ν-Μ promotion objects, ie

Sx {CPM_B ... , } > sum{CPM_B ₂ ,... , _M +A + sum{CPM_B _M+1 ,... , _N } where sum{ ,..., _J }=^;+ ^; ₊ 7+...+^w+^ , then this promotion object, push The wide object is the preferred promotion object determined, = 1 , 2 , M. Obviously, in the above example, when M=N, there is no need to further select one or more preferred promotion objects, and subsequent processing, so unless otherwise stated, we generally only discuss the case of M<N. Those skilled in the art should understand that the above manner of selecting one or more preferred promotion objects is merely an example, and other existing or future possible methods for selecting one or more preferred promotion objects may be applied to the present invention as well. It is intended to be included within the scope of the invention and is hereby incorporated by reference.

The sharing device 13 is configured to determine an actual contribution of the one or more preferred promotion objects according to a preset sharing rule and based on an expected contribution of the one or more preferred promotion objects. Specifically, the sharing device 13 is configured according to a preset sharing rule, such as an equal-accumulation rule, an equal-cost sharing rule, a pre-order priority rule, a sharing threshold rule corresponding to the promotion object, and the like, and based on the prediction of the one or more preferred promotion objects. Contributing to determine the actual contribution of the one or more preferred promotion objects. In the above example, it is assumed that the M preferred promotion objects have been determined, and the expected contributions of the remaining NM promotion objects that need to be shared are sum{CPM_B _M+1 , ... , _N }, and for these M preferred promotion objects, the promotion object is preferably selected. The actual contribution of i is CPM_G

CPM Cr CPM_B _i+1 + Δ _; , ζ = 1 , 2 , ..., Μ

The CPM_ ₊₇ is the expected contribution of the preferred promotion object i under the GSP mechanism, and the actual sharing contribution that the preferred promotion object 1 needs to share is assigned to the sharing device 13, and satisfies sum{ Δ;,... , }= sum{CPM_B _M+1 , ... , _N } Further, it is assumed that the sharing device 13 adopts an equal-sharing rule, that is, each preferred promotion object shares the same share of the expected contribution sum{CPH ₊ 7, ..., w}, M preferred promotion objects, and the actual contribution CPM_G of the promotion object i is

CPM Cr CPM_B _i+1 + Δ _; , ζ = 1 , 2 , ..., Μ

Where = sum CPM_B ... , _Ν , ΙΜ. Those skilled in the art will appreciate that the manner in which the actual contribution of the one or more preferred promotional objects is determined is merely an example of other existing or future occurrences that may determine the actual contribution of the one or more preferred promotional objects. The manners as applicable to the present invention are also intended to be included within the scope of the present invention and are hereby incorporated by reference. The sorting means 14 is arranged to sort the one or more preferred promotional objects based on the actual contributions of the one or more preferred promotional objects. Specifically, the sorting device 14 is in accordance with a certain sorting rule according to the actual contribution of the one or more preferred promotion objects determined by the sharing device 13, for example, according to the actual contribution of the one or more preferred promotion objects, or Sorting the one or more preferred promotion objects in descending order or the like. In the above example, the sharing device 13 determines the actual contributions CPM_C ₂ , ..., CPM_C _M of the M preferred promotion objects. Subsequently, the sorting device 14 performs the descending order according to a certain sorting rule, for example, according to the size of the CPM_G. Those skilled in the art should understand that the manner of sorting the one or more preferred promotion objects mentioned above is only an example, and other existing or future possible ways of sorting the one or more preferred promotion objects are as follows. It is intended to be within the scope of the invention and is intended to be embraced herein.

Preferably, the various devices of the sorting device 1 are continuously operated. Specifically, the first obtaining device 11 acquires a plurality of promotion objects; subsequently, the selecting device 12 selects one or more preferred promotion objects from the plurality of promotion objects according to the expected contribution of the plurality of promotion objects, so that the The one or more preferred promotion objects share the expected contribution of the remaining promotion objects among the plurality of promotion objects; then, the sharing device 13 is based on the preset sharing rule and based on the expected contribution of the one or more preferred promotion objects Determining the actual contribution of the one or more preferred promotion objects; Finally, the ranking device 14 sorts the one or more preferred promotion objects based on the actual contributions of the one or more preferred promotion objects. Here, those skilled in the art should understand that "continuous" means that each device of the sorting device 1 performs the acquisition of the promotion object, the selection of the preferred promotion object, and the determination of the actual contribution according to the set or real-time adjusted working mode requirements. Sorting until the first obtaining means 11 stops acquiring a plurality of promotion objects for a long time.

Preferably, the first obtaining device 11 is further configured to sort the plurality of promotion objects according to the expected contribution of the plurality of promotion objects; thereafter, the selecting device 12 is further configured to perform according to the plurality of promotion And an expected contribution of the object, and combining one or more preferred promotion objects from the plurality of promotion objects in combination with the ranking of the plurality of promotion objects, so that the one or more preferred promotion objects share the plurality of promotion The rest of the promotion in the object The expected contribution of the object. Specifically, the first obtaining means 11 is configured according to a certain ordering rule according to the obtained expected contribution of the plurality of promotion objects, for example, according to the expected contribution of the plurality of promotion objects, in ascending or descending order, etc. Sorting objects are sorted; thereafter, the selecting means 12 is arranged according to the expected contribution of the plurality of promotional objects, in combination with the sorting of the plurality of promotional objects, according to a certain selection rule, for example, from descending order according to the expected contribution size. Among the promotion objects, the method of selecting the former MMN, the preferred promotion object, or the manner of selecting the last promotion object from the W promotion objects arranged in ascending order according to the expected contribution size, from the plurality of promotion Selecting one or more preferred promotion objects in the object, so that the one or more preferred promotion objects share the expected contribution of the remaining promotion objects in the plurality of promotion objects. Here, the expected contribution of the plurality of promotion objects may be Is the sorting device 1 directly obtained from the search promotion library, or may be the sorting device 1 through other products or the third The expected contribution of the plurality of promotion objects obtained by the party device indirectly. For example, if the first acquisition device 11 acquires W promotion objects and sorts the descending order according to the expected contribution of the promotion objects, there are:

CPMB] > CP MB ₂ > ... > CPM_B _N

Wherein, CPM_ is the expected contribution of the promotion object, and is the bid of the promotion object, a is the quality attribute of the promotion object; correspondingly, among the W promotion objects, the promotion object i is under the GSP (generalized second price) mechanism The expected contribution is updated to CPM_B _i+1 , z = 1, 2, ..., Nl; From these 推广 ^ promotion objects, select Μ (Μ < 推广 promotion objects, if these promotion objects can share the rest Ν -预期 the expected contribution of the promotion object, ie

Sx {CPM_B ... , } > sum{CPM_B ₂ ,... , _M +A + sum{CPM_B _M+1 ,... , _N } where sum{ ,..., }= +^; ₊ 7+...+^w+^, then the M promotion objects are the determined preferred promotion objects. Those skilled in the art should understand that the above manner of selecting one or more preferred promotion objects is merely an example, and other existing or future possible methods for selecting one or more preferred promotion objects may be applied to the present invention as well. It is intended to be included within the scope of the invention and is hereby incorporated by reference.

In a preferred embodiment, the sequencing device 1 may also include an actual payment device (not shown). The actual payment device is for use according to the one or more preferred promotion objects The actual contribution and quality attributes determine the actual payment of the one or more preferred promotion objects. Specifically, the actual payment device determines the actual contribution of the one or more preferred promotion objects determined by the sharing device 13 and the indirect acquisition by the sorting device 1 from the search promotion library or indirectly through other products or third-party devices. Determining a quality attribute of the promotion object, determining an actual payment of the one or more preferred promotion objects. For example, the actual contribution of the preferred promotion object i is expressed as CPM C. The quality attribute of the preferred promotion object i is represented as ^, and the actual payment c rg of the preferred promotion object i can be expressed by the following formula:

Charges CPM /Q,

Those skilled in the art should understand that the above manner of determining the actual payment of one or more preferred promotion objects is merely an example, and other existing or future possible methods for determining the actual payment of one or more preferred promotion objects may be applied. The invention is also intended to be included within the scope of the invention, and is hereby incorporated by reference.

Preferably, the selecting device 12 is further configured to select one or more preferred promotion objects from the plurality of promotion objects according to a preset sharing rule and based on an expected contribution of the plurality of promotion objects, so that the The one or more preferred promotion objects share the expected contribution of the remaining promotion objects among the plurality of promotion objects; thereafter, the sharing device 13 is further configured to use the preset sharing rule according to the preset sharing rule, and based on the one or more preferences The expected contribution of the object is promoted to determine the actual contribution of the one or more preferred promotional objects. Specifically, the selecting device 12 is configured according to a preset sharing rule, such as an equal-sharing rule, a proportional sharing rule, a pre-ordering rule, a sharing threshold rule corresponding to the promotion object, and the like, and is based on the expected contribution of the plurality of promotion objects. For example, randomly extracting or sorting or other predetermined selection manners, selecting one or more preferred promotion objects from the plurality of promotion objects, so that the one or more preferred promotion objects share the rest of the plurality of promotion objects The expected contribution of the promotion object; afterwards, the sharing device 13 is based on the preset sharing rule, such as an equal-sharing rule, a proportional sharing rule, a pre-priority rule, a sharing threshold rule corresponding to the promotion object, and the like, and based on the one or The expected contribution of the plurality of preferred promotional objects to determine the actual contribution of the one or more preferred promotional objects. For example, assuming that there are a total of W promotion objects, the expected contribution CPM of the promotion object i can be expressed by the following formula: CPM Bi = Bi * Qi ( z = 1 , 2, 3, ..., N, where the bid of the promotion object is expressed as ρ of the quality attribute of the promotion object _; ·; select from the W promotion objects 1 + (Μ<Λ Promotion objects, it is worthwhile to set the M+1 promotion objects in descending order of their expected contributions, ie

CPM Bi > CPM_B ₂ > -.. > CPM_B _M > CPM_B _{M+1 In} this promotion object, the expected contribution of the promotion object under the GSP (generalized second price) mechanism is updated to CPM_ ₊₇ , z = 1, 2, ..., Μ; the selecting means 12 determines, according to the preset sharing rule, that the preset sharing margin of each of the promotion objects in the promotion objects is γ _; ·, ζ = 1, 2, ..., Μ, if These promotion objects can share the expected contribution of the remaining Ν-Μ promotion objects, ie

Sum{ y _M }> sum{CPM_B _M+1 ,.. · , _N } where sum{ ,..., _J }=^;+^; ₊ 7+...+^w+^ , then this promotion In the object, the promotion object is the determined preferred promotion object, = 1, 2, M. Further, for the M preferred promotion objects, the sharing device 13 determines, according to the preset sharing rule, that the actual contribution CPM_d of the preferred promotion object i is

CPM Cr CPM_B _i+1 + Δ _; , ζ = 1, 2, ..., Μ

The CPM_ ₊₇ is the expected contribution of the preferred promotion object i under the GSP mechanism, and the actual sharing contribution that the preferred promotion object 1 needs to share is specified for the sharing device 13, and satisfies the sum { Δ . · · , _M }= sum{ · . ,w} , and

△ γ', i= l, 2, ..., M

Those skilled in the art should understand that the above manner of selecting one or more preferred promotion objects is merely an example, and other existing or future possible methods for selecting one or more preferred promotion objects may be applied to the present invention as well. It is intended to be included within the scope of the invention and is hereby incorporated by reference.

Preferably, the preset sharing rule includes, but is not limited to, at least one of the following: - an equal-cost sharing rule;

- equal proportion sharing rules;

- pre-order priority rules;

- The sharing threshold rule corresponding to the promotion object. Specifically, the sharing device 13 determines the one or more according to the preset sharing rule, and based on the expected contribution of the one or more preferred promotion objects, by determining an actual sharing contribution of the one or more preferred promotion objects. The actual contribution of multiple preferred promotion objects. Or the selecting device 12 is further configured to: according to the preset sharing rule, select one or more preferred promotion objects from the plurality of promotion objects based on the expected contribution of the plurality of promotion objects, so that the one Or the plurality of preferred promotion objects share the expected contribution of the remaining promotion objects of the plurality of promotion objects; thereafter, the sharing device 13 is further configured to: according to the preset sharing rule, and based on the one or more preferred promotion objects The expected contribution is to determine the actual contribution of the one or more preferred promotional objects. The following describes the preset sharing rule one by one by taking the sharing device 13 as an example. In the previous example, it is assumed that the one or more preferred promotion objects satisfy:

CPM B] > CPM_B ₂ > -.. > CPM_B _M > CPM_B _M+1 and the expected contribution to be shared is sum{CPH ₊ 7,...,w}, which is recorded as the sharing device 13 specifying the preferred promotion object i The actual contribution contribution shared, = 1, 2, M, satisfied

Sum{ Δ;,..., }= sum{CPM_B _M+1 , ..., _N } Under different preset sharing rules, the sharing device 13 will assign different actual contribution contributions Δ to the preferred promotion object 1, ·. For example, when the sharing device 13 adopts an equal-sharing rule, each preferred promotion object shares an equal share of the actual contribution contribution, and thus:

Δ _; = s {CPM_B _M+ i,... ,N}/M, z = 1 , 2, ..., Μ As another example, when the sharing device 13 adopts a proportional sharing rule, each preferred promotion object phase

△ _; = a * CPM—B “CPM—B _i+1 ,, z = 1, 2, ..., M where iCPM—B “CPM—B _i+1 , is the shared margin of the preferred promotion object i, α For example, when the sharing device 13 adopts the pre-order priority rule, it is possible to share more actual contribution contributions by the preferred promotion objects ranked as far as possible, and thus:

J = CPM_Bj-CPM_Bj _+] , J = l, 2, ..., i-1, and A i = sum{CPM_B _M+1 ,... , _N } - sum{ A _h ... ― ₇ } , and

CPM B plant CPM B _i+1 , z = 1, 2, ..., M The CPM_B "CPM_B _i+1 " is the sharing margin of the preferred promotion object i. Of course, when the sharing device 13 uses the sharing threshold rule corresponding to the promotion object, the sharing device 13 assigns the actual contribution to each preferred promotion object. The sharing threshold requirement corresponding to the promotion object is also met. Preferably, the sharing device 13 may combine one or more of the preset sharing rules and based on the expected contribution of the one or more preferred promotion objects. Determining the actual contribution of the one or more preferred promotion objects. Those skilled in the art should understand that the foregoing preset sharing rules are merely examples, and other existing or future possible preset sharing rules may be applied to the present invention. It is also intended to be included within the scope of the invention, and is hereby incorporated by reference.

More preferably, when the preset sharing rule includes a sharing threshold rule corresponding to the promotion object, the sharing threshold rule corresponding to the promotion object is determined based on, but not limited to, at least one of the following:

- a sharing history record of the promotion user corresponding to the promotion object;

- industry demand information of the promotion object;

- geographical demand information of the promotion object;

- time period demand information of the promotion object;

- Budget demand information for the promotion object.

Specifically, the sorting device 1 may obtain the share history of the promotion user, the industry demand information of the promotion object, and the geographical demand information according to the promotion object that is obtained by the sorting device 1 or acquired by other products or third-party devices. And the time period demand information, the budget demand information, and the like, and the sharing threshold corresponding to the promotion object is determined. For example, according to the sharing history record of the promotion user corresponding to the promotion object, the sorting device 1 may determine that the sharing threshold corresponding to the promotion object is the last actual contribution contribution, or the weighted average value of the actual actual contribution contributions. The industry demand information of the promotion object includes, but is not limited to, the industry cycle in which the promotion user corresponds to the promotion user, for example, the promotion user of the moon cake is in the middle season of the Mid-Autumn Festival, and the promotion user of the education and training is in the industry during the winter and summer vacations. In the peak season, etc., if the industry demand information is improved, the sharing threshold of the promotion object is correspondingly increased. According to the geographic demand information of the promotion object, the corresponding sharing thresholds are different for the promotion objects having different demand information in different regions, for example, in a specific region. For those who have special needs, such as "Shanghai Flower Express", the main target market is the "Shanghai" region. When it comes to the promotion of the "Shanghai" region, the sharing threshold corresponding to the promotion target should be appropriately increased. According to the time period requirement information of the promotion object, the corresponding sharing threshold is different for the promotion object having different demand information in different time periods, for example, when the main time requirement information of the promotion object is 9:00~21: 00, when When the sharing behavior occurs at 19:00-21:00, the sharing threshold corresponding to the promotion object can be appropriately increased. According to the different budget demand information of the promotion user corresponding to the promotion object, the corresponding sharing threshold is also different. When the promotion user changes the promotion budget, the sharing threshold is also changed accordingly, for example, when the promotion user increases the promotion budget. Then, the sharing threshold is also increased accordingly. A person skilled in the art should be able to understand that the factors for determining the sharing threshold rule corresponding to the promotion object are only examples, and other existing or future possible factors for determining the sharing threshold rule corresponding to the promotion object may be applicable to the present invention. It is also intended to be included within the scope of the invention, and is hereby incorporated by reference.

2 shows a system topology for performing a ranking based on a strong generalized second price, including a sorting device 1 and a plurality of user devices 2 connected thereto via a network, in accordance with an aspect of the present invention. The sorting device 1 may be connected to the plurality of user devices 2 via the network, and acquire the plurality of promotion objects corresponding to the search sequence according to the search sequence input by the search user through the user device 2; And an expected contribution of the promotion object, selecting one or more preferred promotion objects from the plurality of promotion objects, so that the one or more preferred promotion objects share the expected contribution of the remaining promotion objects in the plurality of promotion objects; Presetting the sharing rules, and determining an actual contribution of the one or more preferred promotion objects based on an expected contribution of the one or more preferred promotion objects; based on actual contributions of the one or more preferred promotion objects, The one or more preferred promotion objects are sorted; the one or more preferred promotion objects are provided to the user device 2 in an order. Here, the network includes, but is not limited to, the Internet, a wide area network, a metropolitan area network, a local area network, a VPN network, a wireless ad hoc network (Ad Hoc network), and the like.

In addition, the sorting device 1 includes, but is not limited to, a network host, a single network server, a plurality of network server sets, or a cloud composed of a plurality of servers. Here, the cloud is composed of a large number of computers or network servers based on Cloud Computing, in which cloud computing It is a kind of distributed computing, a super virtual computer composed of a group of loosely coupled computers. The user equipment 2 includes, but is not limited to, any electronic product that can interact with a search user through a keyboard, a mouse, a remote controller, a touch pad, or a handwriting device, such as a computer, a mobile phone, a PDA, a handheld PPC, or IPTV, etc. The communication between the sequencing device 1 and the user device 2 is independent of each other, including but not limited to packet data transmission based on, for example, the TCP/IP protocol, the UDP protocol, and the like.

Those skilled in the art should be able to understand that the above-mentioned sorting device 1, user device 2, and the network or communication mode between them are only examples, and other existing or future sorting devices, user devices or networks, and communication methods may be applied. The invention is also intended to be included within the scope of the invention, and is hereby incorporated by reference.

It should also be understood by those skilled in the art that the number of various network elements shown in FIG. 1 for the sake of simplicity may be less than the number in an actual network, but such omission will undoubtedly not affect the present invention. Full disclosure is premised.

For the sake of brevity, a user equipment 2 will be described below as an example. A person skilled in the art should understand that the sorting device 1 can simultaneously interact with a plurality of user devices 2, and acquire the plurality of promotion objects corresponding to the search sequence according to a search sequence input by the search user from different user devices 2; Selecting one or more preferred promotion objects from the plurality of promotion objects according to the expected contribution of the plurality of promotion objects, so that the one or more preferred promotion objects share the remaining promotion objects of the plurality of promotion objects Expected contribution; determining an actual contribution of the one or more preferred promotional objects based on a preset sharing rule and based on an expected contribution of the one or more preferred promotional objects; based on the one or more preferred promotional objects The actual contribution is to sort the one or more preferred promotion objects; and the one or more preferred promotion objects are provided in order to the corresponding user equipment 2.

3 shows a schematic diagram of an apparatus for performing a ranking based on a strong generalized second price, the sorting apparatus 1 may further include providing means 15, in accordance with a preferred embodiment of the present invention. The first obtaining device 11 ′, the selecting device 12 ′, the sharing device 13 ′ and the sorting device 14 ′ are respectively the same as or substantially the same as the corresponding device shown in FIG. 1 , and therefore are not described herein again, and are hereby incorporated by reference. . The first obtaining device 11 is further configured to acquire the plurality of promotion objects corresponding to the search sequence according to a search sequence input by the search user through the user equipment. Specifically, the search user inputs the search sequence he wants to find in the browser software, the application, or the client software by interacting with the user device, including but not limited to a keyboard, a mouse, a remote controller, a touch pad, or a handwriting device. The first obtaining device 11 acquires the search sequence input by the search user in real time through a page technology, such as JSP, ASP, PHP technology, or by calling an application program interface (API) provided by the user equipment, and thereafter, the first acquisition The device 11 obtains the plurality of promotion objects corresponding to the search sequence by using a database query or the like. Those skilled in the art should understand that the manner of obtaining multiple promotion objects is only an example, and other existing or future possible methods for obtaining multiple promotion objects may be applicable to the present invention, and should also be included in the scope of protection of the present invention. It is hereby incorporated by reference.

A providing means 15' is provided for providing the one or more preferred promotional objects to the user equipment 2 in order. Specifically, the providing device 15 sorts the sorting device 14 by one or more preferred promotion objects, and uses the page technology, such as JSP, ASP, PHP technology, to link the one or more preferred promotion objects to a link, an abstract, or The thumbnails and the like are embedded in the search result page or suspended on the search result page in a certain order and format, and are provided to the user device 2 for browsing by the search user. Those skilled in the art should understand that the manner in which the preferred promotion object is provided to the user equipment is only an example, and other existing or future possible ways of providing the preferred promotion object to the user equipment may be applicable to the present invention, and It is intended to be included within the scope of the invention and is hereby incorporated by reference.

Preferably, the first obtaining device 11 is further configured to acquire, according to a search sequence input by the user through the user equipment, in combination with the search requirement information of the search user, the plurality of the search sequence corresponding to the search sequence. Promote the object. Specifically, the first obtaining device 1 Γ is based on a search sequence input by the user through the user equipment, and combined with the search demand information of the search user, for example, the search user's transaction demand information, and the search user for the promotion object. Receiving demand information or the like to acquire the plurality of promotion objects corresponding to the search sequence. Here, the obtaining of the search requirement information of the search user may be The sorting device 1 is independently completed, and may also be the acquisition of the search demand information of the search user by other products or third-party devices.

Preferably, the search requirement information includes but is not limited to at least one of the following:

- the search user's transaction demand information;

- the search user's receiving demand information for the promotion object.

The search user's transaction demand information can be used to determine which part of the purchase user is being purchased, such as consciousness, interest, understanding, comparison or purchase, by searching the user's search history and browsing track behavior. For example, if the search user enters a search sequence such as "What flowers are sent for Valentine's Day", "Which is convenient to send flowers," and "Online order price" before entering the search sequence "Flower Delivery", it can be determined that the search user is in the purchase. At this time, the promotion object that is biased toward the transaction type is more attractive to the search user, and the first acquisition device 11 acquires a plurality of promotion objects that are biased toward the transaction type corresponding to the search sequence "Flower Delivery". The search user's receiving demand information may be used to determine the degree of acceptance of the search object by the search user by searching the user's search history and browsing track behavior. The search demand information of the search user may be obtained according to the sorting device 1 or calculated according to the transaction demand information, the receiving demand information, and the like of the search user acquired by other products or third-party devices, and is calculated in a linear or non-linear form. The specific form and parameter settings can be determined by methods such as reading from a database or data statistics. Those skilled in the art should be able to understand that the search requirement information of the search user is only an example, and other existing or future search search information of the search user may be applicable to the present invention, and should also be included in the scope of the present invention. It is hereby incorporated by reference. Those skilled in the art should also understand that the above manner of determining the search requirement information of the search user is only an example, and other existing or future possible methods for determining the search demand information of the search user may be applicable to the present invention, and should also include It is within the scope of the invention and is hereby incorporated by reference.

In a preferred embodiment (see Figure 3), the sequencing device further includes a second acquisition device (not shown). The second obtaining means is configured to acquire the search demand information of the search user according to the search sequence input by the user through the user equipment, and the user related information of the search user. Thereafter, the first obtaining device 11 further uses Obtaining, corresponding to the search sequence, according to the search sequence and in combination with the search demand information The plurality of promotion objects. Specifically, the second obtaining means obtains the search sequence input by the user through the user equipment 2, and combines the user-related information of the search user, for example, the sorting device 1 obtains the registration information left by the search user when logging in to the webpage through the user equipment 2. The user-related information of the search user, or the user-related information of the search user that is recorded by the user device or the network during the browsing of the webpage by the user device 2 or extracted by the cookie information of the user device 2, Obtaining search demand information of the search user; the first obtaining means 11 is further configured to, according to the search sequence, combined with the search demand information, for example, the search user's transaction demand information, the search user pair Receiving the demand information and the like of the promotion object to acquire the plurality of promotion objects corresponding to the search sequence. For example, the search user has input a search sequence such as "Which Valentine's Day to send flowers", "Which flower delivery is convenient", "Online order price", etc. before inputting the search sequence "Flower Delivery", the second obtaining device may be based on the search a user's network operation history, obtaining its search demand information and basically determining that it is in a purchase phase; thereafter, the first obtaining means 1 is based on the search sequence "flower delivery" and combining the search demand information, ie, the search user In the purchasing phase, a plurality of promotion objects corresponding to the search sequence "Flower Delivery" are obtained. Those skilled in the art should understand that the above method for obtaining the search requirement information of the search user is only an example, and other existing or future possible methods for obtaining the search demand information of the search user may be applicable to the present invention, and should also be included in It is within the scope of the invention and is hereby incorporated by reference.

It should be understood by those skilled in the art that the first obtaining device and the second obtaining device are merely examples. In practice, they may be two independent modules or may be integrated into one module.

Preferably, the user related information includes but is not limited to at least one of the following:

- the basic information of the search user;

- searching the user's network operation history;

- the search user-set preference option;

- the current access address of the user equipment.

The basic information for searching for a user includes, but is not limited to, searching for personal background information previously input by the user, such as gender, age, religion, nationality, education level, etc., which may be a sorting device.

1 According to the search information of the search user, or the cookie information of the user device extract from. The second obtaining means acquires the search demand information of the search user according to the search sequence input by the search user through the user equipment and the basic information of the search user. For example, the search sequence input by the search user includes a matching keyword "rose", and when the second obtaining means is based on the basic information of the search user, the search demand information is obtained as a promotion object related to the purchase of the rose; When the user is a female, the second obtaining means acquires the search demand information based on the basic information as a promotion object related to the purchase of the cosmetic containing the rose component. The user's network operation history is searched, including but not limited to the search user's search, click, and purchase history, which can be recorded and counted by the system to determine or predict the search user's needs. When the search user is a non-login user, the sorting device 1 can perform the query by using the ID of the search user in the user feature database in which the user-related information is stored on the network side; Searching for an action in the search service process by the user using the sorting device 1, or by querying and obtaining the user's COOKIE information to the user device 2, preferably, the search user can be given a temporary ID and a user feature is created for the search user. The library saves the history of the searched users in the search process in the temporary user signature database. For example, the search user has input a search sequence such as "What flowers to send Valentine's Day", "Which is convenient to send flowers", "Online order price", etc. before inputting the search sequence "Flower Delivery", the second obtaining device can be based on the search The user's network operation history, obtains its search demand information and basically determines that it is in the purchase phase. The preference options for searching for user settings include, but are not limited to, searching for some preference choices preset by the user, such as favorite sport type, shopping method, wine variety, music type, etc., which may be registration information of the sorting device 1 according to the search user. Obtained in, or extracted from the cookie information of the user device. The second obtaining means acquires the search demand information of the search user according to the search sequence input by the search user and the preference option set by the search user. For example, when the search user sets its preference as diet information, when the search sequence entered therein includes the matching keyword "rose", the second obtaining means obtains the search demand information according to the preference setting and is made with the purchase of roses. Diet-related promotion targets. The current access address of the user equipment, which may reflect the current location of the search user, may be obtained by the sorting device 1 detecting the IP address of the user equipment 2 in real time. For example, when the search user enters a search sequence that contains "flowers" "Expression", the sorting device 1 detects that the search user is located in Shanghai, and the second obtaining device obtains the search demand information according to the IP address as a promotion object of the promotion user who provides the flower delivery service in Shanghai. Those skilled in the art should be able to It is only an example to understand the user-related information of the above search users, and other user-related information of other existing or future search users may be included in the scope of the present invention, and is also referred to herein by reference. Included here.

Preferably, the first obtaining means 11 is further configured to obtain, according to a search sequence input by the user through the user equipment 2, a statistical analysis of the search demand information of the plurality of users about the search sequence, and obtain the corresponding search sequence. The plurality of promotion objects. Specifically, the search user inputs the search he wants to find in the browser software, the application, or the client software through a manner of interaction with the user device 2, including but not limited to a keyboard, a mouse, a remote controller, a touch pad, or a handwriting device. The sequence, the first obtaining device 1 获取 obtains the search sequence input by the search user in real time through a page technology, such as JSP, ASP, PHP technology, or by calling an application program interface (API) provided by the user equipment, and combines a large number of The user analyzes the search demand information of the search sequence, and obtains the plurality of promotion objects corresponding to the search sequence by using a database query or the like. Here, the statistical analysis of the search demand information of the plurality of users regarding the search sequence may be independently performed by the sorting device 1, or may be a search requirement of a large number of users for the search sequence completed by other products or third-party devices. Statistical analysis of information. For example, the first obtaining means 11 obtains the search sequence corresponding to the search sequence according to the search sequence "flower delivery" input by the user through the user equipment 2 and combined with the statistical analysis of the search demand information of the plurality of users regarding the search sequence. A number of promotional objects "Alicea Flower Courier Cash on Delivery", "Flower Courier Preferred Ai Shang "Zhiyin"", "Zhoupu Flower Shop Flowers Telling Love Language" and so on. Those skilled in the art should understand that the manner of obtaining multiple promotion objects is only an example, and other existing or future possible methods for obtaining multiple promotion objects may be applicable to the present invention, and should also be included in the scope of protection of the present invention. It is hereby incorporated by reference.

4 illustrates a flow chart of a method for generalizing ranking based on a strong generalized second price in accordance with another aspect of the present invention. In step S1, the sorting device 1 acquires a plurality of promotion objects. Specifically, the sorting device 1 acquires, according to a search sequence input by the user through the user equipment, a plurality of promotion objects corresponding to the search sequence, or a plurality of promotion objects according to the search engine, The plurality of promotion objects. For example, the search user enters the search sequence he or she wants to find in the browser software, application, or client software by interacting with the user device, including but not limited to a keyboard, mouse, remote control, touch pad, or handwriting device. The sorting device 1 acquires the search sequence input by the search user in real time through a page technology, such as JSP, ASP, PHP technology, or by calling an application program interface (API) provided by the user equipment. Thereafter, the sorting device 1 queries the database again. And the manner of obtaining the plurality of promotion objects corresponding to the search sequence. For another example, in the process of searching for a user to input a query sequence through the user equipment, the search engine obtains a search sequence input by the search user, and performs a matching query according to the search sequence in the database, when obtaining the search sequence. When matching a plurality of promotion objects, the sorting device 1 acquires the plurality of promotion objects for further processing for subsequent steps. Those skilled in the art should understand that the manner of obtaining multiple promotion objects is only an example, and other existing or future possible methods for obtaining multiple promotion objects may be applicable to the present invention, and should also be included in the scope of protection of the present invention. It is hereby incorporated by reference.

In step S2, the sorting device 1 selects one or more preferred promotion objects from the plurality of promotion objects according to the expected contribution of the plurality of promotion objects, so that the one or more preferred promotion objects share the The expected contribution of the remaining promotion objects in multiple promotion objects. Specifically, in step S2, the sorting device 1 selects one or more of the plurality of promotion objects according to an expected contribution of the plurality of promotion objects, for example, by random extraction or by sorting selection or other predetermined selection manners. Preferably, the object is promoted such that the one or more preferred promotion objects share the expected contribution of the remaining promotion objects among the plurality of promotion objects. Here, the expected contribution of the plurality of promotion objects may be directly obtained by the sorting device 1 from the search promotion library, or may be an expectation of the plurality of promotion objects obtained by the sorting device 1 indirectly through other products or third-party devices. contribution. For example, in step S2, the sorting device 1 directly obtains the expected contributions of the plurality of promotion objects from the search promotion library according to the plurality of promotion objects acquired in step S1, and then proceeds from the plurality of promotion Selecting one or more preferred promotion objects in the object, for example, by descending the size of the plurality of promotion objects according to their expected contributions, selecting the preferred promotion objects ranked in the front row, so that the one or more preferred promotion objects are shared. The expected contribution of the remaining promotion objects among the plurality of promotion objects. For example, assuming that there are a total of W promotion objects, the expected contribution CPM Bi of the promotion object can be expressed by the following formula:

CPM Bt

* Qt ( z = 1 , 2, 3, ..., Ν,

Sx {CPM_B ... , } > sum{CPM_B ₂ ,... , _M +A + sum{CPM_B _M+1 ,... , _N } where sum{ ,..., _J }=^;+ ^; ₊ 7+...+^w+^ , then in this promotion object, the promotion object is the determined preferred promotion object, = 1, 2, M. Obviously, in the above example, when M=N, there is no need to further select one or more preferred promotion objects, and subsequent processing, so unless otherwise stated, we generally only discuss the case of M<N. Those skilled in the art should understand that the above manner of selecting one or more preferred promotion objects is merely an example, and other existing or future possible methods for selecting one or more preferred promotion objects may be applied to the present invention as well. It is intended to be included within the scope of the invention and is hereby incorporated by reference.

In step S3, the sorting device 1 determines the actual contribution of the one or more preferred promotional objects based on the preset sharing rules and based on the expected contributions of the one or more preferred promotional objects. Specifically, in step S3, the sorting device 1 is based on a preset sharing rule, such as an equal-sharing rule, a proportional sharing rule, a pre-ordering rule, a sharing threshold rule corresponding to the promotion object, and the like, and based on the one or more The expected contribution of the object is preferably promoted to determine the actual contribution of the one or more preferred promotional objects. In the above example, suppose that M preferred promotion objects have been identified, and the remaining NM promotion objects that need to be shared are The expected contribution is sum{CPH ₊₇ , ... , w} ; then for the M preferred promotion objects, the actual contribution of the promotion object i is preferably CPM C^

CPM Cr CPM_B _i+1 + Δ _; , ζ = 1 , 2 , ..., Μ

Wherein, CPM_ ₊₇ is an expected contribution of the preferred promotion object i under the GSP mechanism, and the sorting device 1 specifies the actual contribution contribution that the preferred promotion object 1 needs to share in step S3, and satisfies

Sum{ Δ;,... , }= sum{CPM_B _M+1 , ... , _N } Further, it is assumed that in step S3, the sorting device 1 adopts an equal-sharing rule, that is, each preferred promotion object shares the same share The expected contribution of sum{CPH ₊₇ , ... , _N , IM, then for the M preferred promotion objects, the actual contribution of the promotion object i is preferably CPM Ci

CPM Cr CPM_B _i+1 + Δ _; , ζ = 1 , 2 , ..., Μ

Where = sum CPM_B ... , _Ν , ΙΜ. Those skilled in the art will appreciate that the manner in which the actual contribution of the one or more preferred promotional objects is determined is merely an example of other existing or future occurrences that may determine the actual contribution of the one or more preferred promotional objects. The manners as applicable to the present invention are also intended to be included within the scope of the present invention and are hereby incorporated by reference.

In step S4, the sorting device 1 sorts the one or more preferred promotional objects based on the actual contributions of the one or more preferred promotional objects. Specifically, in step S4, the sorting device 1 according to the actual contribution of the one or more preferred promotion objects determined in step S3, according to a certain sorting rule, for example according to the one or more preferred promotion objects The size of the actual contribution is sorted in ascending or descending order, etc., and the one or more preferred promotion objects are sorted. In the above example, in step S3, the sorting device 1 determines the actual contributions CPM_G, CPM_C ₂ , ..., CPM CM of the first preferred promotion objects, and then, in step S4, the sorting device 1 is sorted according to a certain order. Rules, for example, sorted in descending order according to the size of CPM_G. Those skilled in the art should understand that the manner of sorting the one or more preferred promotion objects mentioned above is only an example, and other existing or future possible ways of sorting the one or more preferred promotion objects are as follows. It can be applied to the present invention and should also be included in the scope of the present invention, and The reference is included here.

Preferably, the various steps described above are continuously working. Specifically, in the steps

In S1, the sorting device 1 acquires a plurality of promotion objects; subsequently, in step S2, the sorting device 1 selects one or more preferred promotion objects from the plurality of promotion objects according to the expected contributions of the plurality of promotion objects, So that the one or more preferred promotion objects share the expected contribution of the remaining promotion objects among the plurality of promotion objects; next, in step S3, the sorting device 1 according to the preset sharing rule, and based on the one or more Preferably, the expected contribution of the object is promoted to determine the actual contribution of the one or more preferred promotion objects; finally, in step S4, the ranking device 1 is based on the actual contribution of the one or more preferred promotion objects to the one Or multiple preferred promotion objects for sorting. Here, those skilled in the art should understand that "continuation" means that the above steps respectively perform the acquisition of the promotion object, the selection of the preferred promotion object, the determination and the sorting of the actual contribution according to the set or real-time adjusted working mode requirements, until The sorting device 1 stops acquiring a plurality of promotion objects for a long time.

Preferably, in step S1, the sorting device 1 may further sort the plurality of promotion objects according to the expected contributions of the plurality of promotion objects; thereafter, in step S2, the sorting device 1 may further The expected contribution of the promotion object, and in combination with the ranking of the plurality of promotion objects, selecting one or more preferred promotion objects from the plurality of promotion objects, so that the one or more preferred promotion objects share the plurality of The expected contribution of the remaining promotion objects in the promotion object. Specifically, in step S1, the sorting device 1 sorts according to the obtained expected contribution of the plurality of promotion objects according to a certain sorting rule, for example, according to the expected contribution of the plurality of promotion objects, in ascending or descending order, etc. The plurality of promotion objects are sorted; thereafter, in step S2, the sorting device 1 according to the expected contribution of the plurality of promotion objects, combined with the ordering of the plurality of promotion objects, according to a certain selection rule, for example, from the basis Selecting the front Μ ( Μ < 优选 preferred promotion objects in the descending order of the expected contribution size, or selecting the preferred promotion objects from the W promotion objects arranged in ascending order according to the expected contribution size. And selecting one or more preferred promotion objects from the plurality of promotion objects, so that the one or more preferred promotion objects share an expected contribution of the remaining promotion objects among the plurality of promotion objects. The expected contribution of the multiple promotion objects may be the ranking setting The preparation 1 is directly obtained from the search promotion library, and may also be an expected contribution of the plurality of promotion objects that the sorting device 1 obtains indirectly through other products or third-party devices. For example, suppose that in step S1, the sorting device 1 acquires W promotion objects and sorts them in descending order according to the expected contribution of the N promotion objects, and then:

CPMB] > CP MB ₂ > ... > CPM_B _N

In a preferred embodiment, in step S6 (not shown), the sorting device 1 may further determine the one or more preferred promotion objects according to actual contributions and quality attributes of the one or more preferred promotion objects. Actual payment. Specifically, in step S6, the sorting device 1 according to the actual contribution of the one or more preferred promotion objects determined in step S3, and the sorting device 1 directly obtained from the search promotion library or through other products or The quality attribute of the preferred promotion object obtained indirectly by the three-party device determines an actual payment of the one or more preferred promotion objects. For example, the actual contribution of the preferred promotion object i is expressed as CPM C, and the quality attribute of the preferred promotion object is represented as Qi, and the actual payment c rg of the preferred promotion object i can be expressed by the following formula: charges CPM /Q ,

Those skilled in the art should be able to understand that the above-mentioned manner of determining the actual payment of one or more preferred promotion objects is merely an example, and other existing or future determinations may be made one or more. Preferably, the manner in which the actual payment of the object is promoted is applicable to the present invention and is also included in the scope of the present invention and is hereby incorporated by reference.

Preferably, in step S2, the sorting device 1 may further select one or more preferred promotion objects from the plurality of promotion objects according to a preset sharing rule and based on an expected contribution of the plurality of promotion objects, to And causing the one or more preferred promotion objects to share the expected contribution of the remaining promotion objects among the plurality of promotion objects; thereafter, in step S3, the sorting device 1 may further share the rule according to the preset, and based on the one Or the expected contribution of the plurality of preferred promotion objects to determine the actual contribution of the one or more preferred promotion objects. Specifically, in step S2, the sorting device 1 is based on a preset sharing rule, such as an equal-sharing rule, a proportional sharing rule, a pre-ordering rule, a sharing threshold rule corresponding to the promotion object, and the like, and based on the plurality of promotion objects. An expected contribution of selecting one or more preferred promotion objects from the plurality of promotion objects by, for example, random extraction or sorting or other predetermined selection manner, such that the one or more preferred promotion objects share the plurality of The expected contribution of the other promotion objects in the promotion object; thereafter, in step S3, the sorting device 1 performs the sharing according to the preset sharing rules, such as the equal-accumulation rule, the equal-cost sharing rule, the pre-order priority rule, and the promotion object. Threshold rules, etc., and determining an actual contribution of the one or more preferred promotional objects based on an expected contribution of the one or more preferred promotional objects. For example, suppose there are a total of W promotion objects, and the expected contribution of the promotion object i can be expressed by the following formula:

CPM Bt

* Qt ( z = 1 , 2 , 3 , ..., Ν,

Wherein, the bid of the promotion object is expressed as ρ of the promotion object's quality attribute _; ·; select 1 + ( Μ < 推广 promotion object from the W promotion objects, may wish to set the M+ 1 promotion object according to the Expected contribution in descending order, ie

CPM B] > CPM_B ₂ > - .. > CPM_B _M > CPM_B _{M+1 In} this promotion object, the expected contribution of the promotion object under the GSP (generalized second price) mechanism is updated to CPM_ ₊₇ , z = 1 , 2 In step S2, the sorting device 1 determines, according to the preset sharing rule, that the preset sharing margin of each of the M promotion objects is γ _; ·, ζ = 1 , 2 , . .. , Μ, if these promotion objects can share the expected contribution of the remaining Ν-Μ promotion objects, ie Sum{ y _M }> sum{CPM_B _M +i,.. · , N}

Where sum{ ,..., _J }=^;+^; ₊ 7+...+^w+^ , then in this promotion object, the promotion object is the determined preferred promotion object, = 1, 2, M. Further, for the M preferred promotion objects, in step S3, the sorting device 1 determines, according to the preset sharing rule, that the actual contribution CPM_G of the preferred promotion object i is

CPM Cr CPM_B _i+1 + Δ _; , ζ = 1, 2, ..., Μ

Sum{ Δ . · · , _M }= sum{ · . , w} , and

△ γ', i= l, 2, ..., M

Preferably, the preset sharing rule includes but is not limited to at least one of the following:

- equal sharing rules;

- equal proportion sharing rules;

- pre-order priority rules;

- The sharing threshold rule corresponding to the promotion object.

Specifically, in step S3, the sorting device 1 determines, according to the preset sharing rule, based on the expected contribution of the one or more preferred promotion objects, by determining the actual contribution contribution of the one or more preferred promotion objects. The actual contribution of the one or more preferred promotion objects is determined. Or, in step S2, the sorting device 1 may further select one or more preferred promotion objects from the plurality of promotion objects according to the preset sharing rule and based on the expected contributions of the plurality of promotion objects, to And causing the one or more preferred promotion objects to share the expected contribution of the remaining promotion objects among the plurality of promotion objects; thereafter, in step S3, the sorting device 1 may further share the rule according to the preset, and based on the one Or the expected contribution of the plurality of preferred promotion objects to determine the one or more preferred promotion pairs The actual contribution of the elephant. The foregoing preset sharing rules are explained one by one by taking the work of the sorting device 1 in step S3 as an example. In the previous example, it is assumed that the one or more preferred promotion objects satisfy:

CPM B] > CPM_B ₂ > -.. > CPM_B _M > CPM_B _M+1 and, the expected contribution to be shared is sum{CPH ₊ 7,...,w}, denoted as sorting device 1 specifying the preference in step S3 Promotion object 1 needs to share the actual contribution contribution, = 1, 2, M, meet

Sum{ Δ;,..., }= sum{CPM_B _M+1 , ..., _N } Under different preset sharing rules, the sorting device 1 will specify different actual objects for the preferred promotion object i in step S3. Share contribution △, ·. For example, when the sorting device 1 adopts the equal-cost sharing rule in step S3, each preferred promotion object shares the actual share contribution of the equal share, and thus:

Δ _; = s {CPM_B _M+ i,... ,N}/M, z = 1 , 2, ..., Μ Another example, when in step S3, the sorting device 1 adopts a proportional sharing rule, each has : '' ^{k :} '

△ _; = a * CPM—B “CPM—B _i+1 ,, z = 1, 2, ..., M where iCPM—B “CPM—B _i+1 , is the shared margin of the preferred promotion object i, α For example, when the sorting device 1 adopts the preamble priority rule in step S3, that is, as much as possible, the preferred promotion object that is ranked first is to share more actual contribution contributions, so that:

CPM_B"CPM_B _i+1 , i= l, 2, ..., M

The CPM_B "CPM_B _i+1 " is the sharing margin of the preferred promotion object i. Of course, in the step S3, when the sorting device 1 uses the sharing threshold rule corresponding to the promotion object, the sorting device 1 is for each preferred promotion object. The specified actual contribution contribution also satisfies the sharing threshold requirement corresponding to the promotion object. Preferably, in step S3, the sorting device 1 may combine one or more of the foregoing preset sharing rules, and based on the one or more The expected contribution of the plurality of preferred promotional objects to determine the actual contribution of the one or more preferred promotional objects. Those skilled in the art should understand that the foregoing preset sharing rules are only examples, and other existing or future possible preset sharing rules, as applicable to the present invention, are also included in the protection scope of the present invention. The reference is included here.

- industry demand information of the promotion object;

- geographical demand information of the promotion object;

- time period demand information of the promotion object;

- Budget demand information for the promotion object.

Specifically, the sorting device 1 may obtain the share history of the promotion user, the industry demand information of the promotion object, and the geographical demand information according to the promotion object that is obtained by the sorting device 1 or acquired by other products or third-party devices. And the time period demand information, the budget demand information, and the like, and the sharing threshold corresponding to the promotion object is determined. For example, according to the sharing history record of the promotion user corresponding to the promotion object, the sorting device 1 may determine that the sharing threshold corresponding to the promotion object is the last actual contribution contribution, or the weighted average value of the actual actual contribution contributions. The industry demand information of the promotion object includes, but is not limited to, the industry cycle in which the promotion user corresponds to the promotion user, for example, the promotion user of the moon cake is in the middle season of the Mid-Autumn Festival, and the promotion user of the education and training is in the industry during the winter and summer vacations. In the peak season, etc., if the industry demand information is improved, the sharing threshold of the promotion object is correspondingly increased. According to the geographical demand information of the promotion object, the corresponding sharing thresholds are different for the promotion objects having different demand information in different regions, for example, for the promotion objects with special needs in a specific region, such as "Shanghai Flower Express" The target market lies in the "Shanghai" region. When the promotion of the "Shanghai" region is involved, the sharing threshold corresponding to the promotion object should be appropriately increased. According to the time period requirement information of the promotion object, the corresponding sharing threshold is different for the promotion object having different demand information in different time periods, for example, when the main time requirement information of the promotion object is 9:00~21: 00, when Sharing behavior occurs in 19:00-21: 00, the sharing threshold corresponding to the promotion object can be appropriately increased. According to the different budget demand information of the promotion user corresponding to the promotion object, the corresponding sharing threshold is also different. When the promotion user changes the promotion budget, the sharing threshold is also changed accordingly, for example, when the promotion user increases the promotion budget. Then, the sharing threshold is also increased accordingly. A person skilled in the art should be able to understand that the factors for determining the sharing threshold rule corresponding to the promotion object are only examples, and other existing or future possible factors for determining the sharing threshold rule corresponding to the promotion object may be applicable to the present invention. It is also intended to be included within the scope of the invention, and is hereby incorporated by reference.

Figure 5 illustrates a flow chart of a method for generalizing ranking based on a strong generalized second price, in accordance with a preferred embodiment of the present invention. The steps S1 and S4 are the same as or substantially the same as the corresponding steps S1-S4 shown in FIG. 4, and therefore are not described here, and are included herein by reference.

In step S1, the sorting device 1 may further acquire the plurality of promotion objects corresponding to the search sequence according to a search sequence input by the search user through the user equipment. Specifically, the search user inputs the search sequence he wants to find in the browser software, the application, or the client software by interacting with the user device, including but not limited to a keyboard, a mouse, a remote controller, a touch pad, or a handwriting device. In step S1 ', the sorting device 1 acquires the search sequence input by the search user in real time through a page technology, such as JSP, ASP, PHP technology, or by calling an application program interface (API) provided by the user device. Thereafter, The sorting device 1 obtains the plurality of promotion objects corresponding to the search sequence by means of a database query or the like. Those skilled in the art should understand that the manner of obtaining multiple promotion objects is only an example, and other existing or future possible methods for obtaining multiple promotion objects may be applicable to the present invention, and should also be included in the scope of protection of the present invention. It is hereby incorporated by reference.

In step S5', the sorting device 1 provides the one or more preferred promotional objects to the user device 2 in order. Specifically, in step S5, the sorting device 1 advances the one or more preferred promotion objects sorted in step S4' by page technology, such as JSP, ASP, PHP technology. Objects are embedded in search results pages in a sequence, format, and in the form of links, digests, or thumbnails. Or suspended on the search result page, provided to the user device 2 for browsing by the search user. Those skilled in the art should understand that the manner in which the preferred promotion object is provided to the user equipment is only an example, and other existing or future possible ways of providing the preferred promotion object to the user equipment may be applicable to the present invention, and It is intended to be included within the scope of the invention and is hereby incorporated by reference.

Preferably, in step sr, the sorting device 1 may further acquire the plurality of promotions corresponding to the search sequence according to a search sequence input by the user through the user equipment and in combination with the search demand information of the search user. Object. Specifically, in step sr, the sorting device 1 searches for the search sequence input by the user through the user equipment, and combines the search demand information of the search user, for example, the search user's transaction demand information, and the search user And receiving the demand information and the like of the object to acquire the plurality of promotion objects corresponding to the search sequence. Here, the obtaining of the search demand information of the search user may be performed independently by the sorting device 1, or may be the acquisition of the search demand information of the search user by other products or third party devices.

- the search user's transaction demand information;

- the search user's receiving demand information for the promotion object.

The search user's transaction demand information may be used to determine which part of the purchase user is in the purchase by searching the user's search history and browsing track behavior, such as awareness, interest, understanding, comparison, or purchase. For example, if the search user enters a search sequence such as "What flowers are sent for Valentine's Day", "Which is convenient to send flowers," and "Online order price" before entering the search sequence "Flower Delivery", it can be determined that the search user is in the purchase. At this time, the promotion object biased toward the transaction type is more attractive to the search user. In step sr, the sorting device 1 acquires a plurality of promotions that are biased toward the transaction type corresponding to the search sequence "Flower Delivery". Object. The search user's receiving demand information may be used to determine the degree of acceptance of the search object by the search user by searching the user's search history and browsing track behavior. The search demand information of the search user may be obtained according to the sorting device 1 or calculated according to the transaction demand information, the receiving demand information, and the like of the search user acquired by other products or third-party devices, and is calculated in a linear or non-linear form. Specific form and parameters Settings can be determined by methods such as reading from a database or data statistics. Those skilled in the art should be able to understand that the search requirement information of the search user is only an example, and other existing or future search search information of the search user may be applicable to the present invention, and should also be included in the scope of the present invention. It is hereby incorporated by reference. Those skilled in the art should also understand that the above manner of determining the search requirement information of the search user is only an example, and other existing or future possible methods for determining the search demand information of the search user may be applicable to the present invention, and should also include It is within the scope of the invention and is hereby incorporated by reference.

In a preferred embodiment (see FIG. 5), in step S7, (not shown), the sorting device 1 can also combine the search sequence input by the user through the user equipment, and combine the user-related information of the search user. Obtaining the search requirement information of the search user; thereafter, in step S1, the sorting device 1 may further acquire the foregoing corresponding to the search sequence according to the search sequence and in combination with the search demand information. Multiple promotion objects. Specifically, in step S7', the sorting device 1 searches for the search sequence input by the user through the user device 2, and combines the user-related information of the search user, for example, the sorting device 1 keeps according to the search user when logging in to the webpage through the user device 2. The user-related information of the search user obtained in the registration information, or the search user extracted by the user device or the network during the browsing of the webpage by the user device 2 or by the cookie information of the user device 2 User-related information, obtaining search demand information of the search user; thereafter, in step sr, the sorting device 1 may further combine the search demand information according to the search sequence, for example, the search user's transaction demand information. And the searching user needs to receive the demand information of the promotion object, and the like, to acquire the plurality of promotion objects corresponding to the search sequence. For example, the search user has input a search sequence such as "What flowers to send Valentine's Day", "Which is convenient to send flowers", "Online order price", etc. before inputting the search sequence "Flower Delivery", in step S7, in the sorting device 1 according to the search user's network operation history, obtain its search demand information and basically determine that it is in the purchase phase; thereafter, in step S1, the sorting device 1 according to the search sequence "flower delivery", combined with the The demand information is searched, that is, the search user is in a purchase stage, and a plurality of promotion objects corresponding to the search sequence "flower delivery" are acquired. Those skilled in the art should understand that the above method for obtaining the search requirement information of the search user is only an example, and other existing or future possible methods for obtaining the search demand information of the search user may be applicable to the present invention, and should also be included in It is within the scope of the invention and is hereby incorporated by reference.

- the basic information of the search user;

- searching the user's network operation history;

- the search user-set preference option;

- the current access address of the user equipment.

1 Obtained according to the registration information of the search user, or extracted from the cookie information of the user device. In step S7, the sorting device 1 acquires the search demand information of the search user according to the search sequence input by the search user through the user equipment and combined with the basic information of the search user. For example, the search sequence input by the search user includes the matching keyword "rose". In step S7, when the sorting device 1 is based on the basic information of the search user, the search demand information is obtained as a promotion related to the purchase of roses. When the search user is a female, in step S7, the sorting device 1 acquires its search demand information based on the basic information as a promotion object related to purchasing a cosmetic containing a rose component. The user's network operation history is searched, including but not limited to the search user's search, click, and purchase history, which can be recorded and counted by the system to determine or predict the search user's needs. When the search user is a non-login user, the sorting device 1 can perform the query by using the ID of the search user in the user feature database in which the user-related information is stored on the network side; Searching for an action in the search service process by the user using the sorting device 1, or by querying and obtaining the user's COOKIE information to the user device 2, preferably, the search user can be given a temporary ID and a user feature is created for the search user. The library saves the history of the searched users in the search process in the temporary user signature database. For example, the search user has entered "What flowers to send Valentine's Day", "Which is convenient to send flowers", "Net" before entering the search sequence "Flower Delivery" In the step S7, the sorting device 1 can obtain its search demand information according to the network operation history record of the search user and basically determine that it is in the purchase phase. The search user set preference options include However, it is not limited to searching for some preference choices preset by the user, such as favorite sports type, shopping method, wine variety, music type, etc., which may be obtained by the sorting device 1 according to the registration information of the search user, or by the user equipment. Extracting from the cookie information. In step S7, the sorting device 1 obtains the search demand information of the search user according to the search sequence input by the search user and the preference option set by the search user. For example, the search user set When the preference information is the diet information, when the search sequence input thereto includes the matching keyword "rose", the sorting device 1 obtains the search demand information according to the preference setting as the promotion object related to the diet made by purchasing the rose. The current access address of the user equipment, which may reflect the search The current location of the user can be obtained by the sorting device 1 detecting the IP address of the user device 2 in real time. For example, when the search sequence input by the search user includes "flower delivery", the sorting device 1 detects that the search user is located in Shanghai, and then sorts According to the IP address, the device 1 obtains the search demand information as the promotion object of the promotion user who provides the flower delivery service in Shanghai. Those skilled in the art should understand that the user-related information of the search user is only an example, other existing or User-related information of a search user that may appear in the future, as applicable to the present invention, is also included in the scope of the present invention and is hereby incorporated by reference.

Preferably, in step sr, the sorting device 1 may further obtain a location corresponding to the search sequence according to a search sequence input by the search user through the user device 2, combined with statistical analysis of search demand information of the plurality of users regarding the search sequence. Describe a number of promotional objects. Specifically, the search user inputs the search he wants to find in the browser software, the application, or the client software by interacting with the user device 2, including but not limited to a keyboard, a mouse, a remote controller, a touch pad, or a handwriting device. Sequence, in step S1 ', the sorting device 1 acquires the search sequence input by the search user in real time through a page technology, such as JSP, ASP, PHP technology, or by calling an application program interface (API) provided by the user equipment, and Combining statistical analysis of search demand information of a large number of users with respect to the search sequence, obtaining the plurality of promotion pairs corresponding to the search sequence by means of database query or the like Elephant. Here, the statistical analysis of the search demand information of the plurality of users regarding the search sequence may be independently performed by the sorting device 1, or may be a search requirement of a large number of users for the search sequence completed by other products or third-party devices. Statistical analysis of information. For example, in step S1, the sorting device 1 acquires the search sequence according to the search sequence "flower delivery" input by the user through the user equipment 2, and combined with the statistical analysis of the search demand information of the large number of users about the search sequence. Corresponding multiple promotion objects "Alicea Flower Courier Cash on Delivery", "Flower Courier Preferred Ai Shang "Zhiyin"", "Zhoupu Flower Shop Flowers Telling Love Language" and so on. Those skilled in the art should understand that the manner of obtaining multiple promotion objects is only an example, and other existing or future possible methods for obtaining multiple promotion objects may be applicable to the present invention, and should also be included in the scope of protection of the present invention. It is hereby incorporated by reference.

It is apparent to those skilled in the art that the present invention is not limited to the details of the above-described exemplary embodiments, and the present invention can be embodied in other specific forms without departing from the spirit or essential characteristics of the invention. Therefore, the present embodiments are to be considered as illustrative and not restrictive, and the scope of the invention is defined by the appended claims All changes in the meaning and scope of equivalent elements are included in the present invention. Any reference signs in the claims should not be construed as limiting the claim. In addition, it is obvious that the word "comprising" does not exclude other elements or steps, and the singular does not exclude the plural. The plurality of units or devices recited in the device claims may also be implemented by a unit or device by software or hardware. The first, second, etc. words are used to denote names, and do not denote any particular order.

Claims

Claim

A computer-implemented method for generalizing ranking based on a strong generalized second price, wherein the method comprises the following steps:

a Get multiple promotion objects;

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

- sorting the plurality of promotion objects according to an expected contribution of the plurality of promotion objects;

The step b further includes:

- selecting one or more preferred promotion objects from the plurality of promotion objects according to an expected contribution of the plurality of promotion objects, and combining the ranking of the plurality of promotion objects, so that the one or more preferred promotion The object shares the expected contribution of the remaining promotion objects among the plurality of promotion objects.

The method according to claim 1 or 2, wherein the method further comprises: e determining an actuality of the one or more preferred promotion objects based on actual contributions and quality attributes of the one or more preferred promotion objects Pay.

The method according to any one of claims 1 to 3, wherein the step b further comprises:

- selecting one or more preferred promotion objects from the plurality of promotion objects based on a preset sharing rule and based on an expected contribution of the plurality of promotion objects, such that the one or more preferred promotion objects share Pre-preparation of the remaining promotion objects in multiple promotion objects Contribution

The step C further includes:

- determining an actual contribution of the one or more preferred promotion objects based on the preset sharing rules and based on an expected contribution of the one or more preferred promotion objects.

The method according to any one of claims 1 to 4, wherein the preset sharing rule comprises at least one of the following:

- equal sharing rules;

- equal proportion sharing rules;

- pre-order priority rules;

- The sharing threshold rule corresponding to the promotion object.

The method according to claim 5, wherein the preset sharing rule includes a sharing threshold rule corresponding to the promotion object;

The sharing threshold rule corresponding to the promotion object is determined based on at least one of the following:

- industry demand information of the promotion object;

- geographical demand information of the promotion object;

- time period demand information of the promotion object;

- Budget demand information for the promotion object.

The method according to any one of claims 1 to 6, wherein the step a further comprises:

- obtaining, according to a search sequence entered by the search user through the user equipment, the plurality of promotion objects corresponding to the search sequence;

The method further includes:

f providing the one or more preferred promotional objects to the user device in an ordered order.

8. The method according to claim 7, wherein the step a further comprises:

Obtaining the plurality of promotions corresponding to the search sequence according to a search sequence entered by the search user through the user device and in combination with search search information of the search user Object.

9. The method according to claim 8, wherein the search requirement information comprises at least one of:

- the search user's transaction demand information;

- the search user's receiving demand information for the promotion object.

10. The method according to claim 8 or 9, wherein the method further comprises: g acquiring the search user according to a search sequence input by the user through the user equipment, and in combination with user related information of the search user. Search demand information;

The step a further includes:

And obtaining, according to the search sequence, in conjunction with the search demand information, the plurality of promotion objects corresponding to the search sequence.

The method according to claim 10, wherein the user related information includes at least one of the following:

- the basic information of the search user;

- searching the user's network operation history;

- the search user-set preference option;

- the current access address of the user equipment.

The method according to any one of claims 7 to 11, wherein the step a further comprises:

- obtaining the plurality of promotion objects corresponding to the search sequence in accordance with a statistical analysis of search request information of the plurality of users regarding the search sequence based on a search sequence input by the search user through the user device.

13. A sorting device for sorting based on a strong generalized second price, wherein the device comprises:

a selecting device, configured to select one or more preferred promotion objects from the plurality of promotion objects according to an expected contribution of the plurality of promotion objects, so that the one or more preferred promotion objects share the plurality of promotion The expected contribution of the remaining promotion objects in the object; the sharing device, configured to share the rules according to the preset, and based on the one or more preferences Promoting an expected contribution of the object to determine an actual contribution of the one or more preferred promotional objects;

a sorting means for sorting the one or more preferred promotional objects based on actual contributions of the one or more preferred promotional objects.

The sorting device according to claim 13, wherein the first obtaining device is further configured to:

The selection device is further configured to:

The sorting device according to claim 13 or 14, wherein the device further comprises:

An actual payment device, configured to determine an actual payment of the one or more preferred promotion objects based on actual contribution and quality attributes of the one or more preferred promotion objects.

The sorting device according to any one of claims 13 to 15, wherein the selecting means is further configured to:

- selecting one or more preferred promotion objects from the plurality of promotion objects based on a preset sharing rule and based on an expected contribution of the plurality of promotion objects, such that the one or more preferred promotion objects share Describe the expected contribution of the remaining promotion objects in the plurality of promotion objects;

The sharing device is further configured to:

The sorting device according to any one of claims 13 to 16, wherein the preset sharing rule comprises at least one of the following:

- equal sharing rules; - pre-order priority rules;

- The sharing threshold rule corresponding to the promotion object.

The sorting device according to claim 17, wherein the preset sharing rule includes a sharing threshold rule corresponding to the promotion object;

- industry demand information of the promotion object;

- geographical demand information of the promotion object;

- time period demand information of the promotion object;

- Budget demand information for the promotion object.

The sorting device according to any one of claims 13 to 18, wherein the first obtaining means is further configured to:

The sorting device further includes:

Providing means for providing the one or more preferred promotion objects to the user equipment according to their order.

The sorting device according to claim 19, wherein the first obtaining device is further configured to:

- obtaining the plurality of promotional objects corresponding to the search sequence based on a search sequence entered by the search user through the user device in conjunction with the search demand information of the search user.

The sorting device according to claim 20, wherein the search demand information comprises at least one of the following:

- the search user's transaction demand information;

- the search user's receiving demand information for the promotion object.

22. The sorting device according to claim 20 or 21, wherein the sorting device Also includes:

a second obtaining means, configured to acquire search search information of the search user according to a search sequence input by the user through the user equipment, and in combination with user related information of the search user;

The first acquiring device is further configured to:

23. The sorting device according to claim 22, wherein the user related information comprises at least one of the following:

- the basic information of the search user;

- searching the user's network operation history;

- the search user-set preference option;

- the current access address of the user equipment.

The sorting device according to any one of claims 19 to 23, wherein the first obtaining means is further configured to: