CN-122022924-A - Advertisement putting method and device and electronic equipment

CN122022924ACN 122022924 ACN122022924 ACN 122022924ACN-122022924-A

Abstract

The invention provides an advertisement putting method, an advertisement putting device and electronic equipment, which are used for responding to an advertisement putting request corresponding to a target user to obtain attribute parameters of the target user, wherein the attribute parameters are at least used for indicating the acceptance degree of the target user on advertisements with quality parameters meeting preset conditions, the attribute parameters are determined based on appointed feedback behaviors of the target user on historical advertisements, the quality parameters are determined by an image quality evaluation model and appointed feedback behaviors of the advertisements to be put, a plurality of advertisements to be put are obtained from a preset advertisement database, the advertisements to be put have the corresponding quality parameters, and the target advertisements are determined based on the attribute parameters of the target user and the quality parameters of the advertisements to be put. When the method determines the advertisements to be put on the users, the receiving degree of the users to the advertisements with lower quality is considered, the user experience is improved, and the retention rate of the users is improved to a certain extent.

Inventors

LIN JIANPENG
WU GUANLIN
ZHANG YU

Assignees

杭州网易云音乐科技有限公司

Dates

Publication Date: 20260512
Application Date: 20251226

Claims (10)

1. A method of advertising, the method comprising: The method comprises the steps of responding to an advertisement putting request corresponding to a target user, obtaining attribute parameters of the target user, wherein the attribute parameters are at least used for indicating the acceptance degree of the target user to advertisements with quality parameters meeting preset conditions, the attribute parameters are determined based on appointed feedback behaviors of the target user for historical advertisements, and the quality parameters are determined by an image quality evaluation model and appointed feedback behaviors for advertisements; Acquiring a plurality of advertisements to be put from a preset advertisement database, wherein the advertisements to be put have corresponding quality parameters; and determining a target advertisement based on the attribute parameters of the target user and the quality parameters of the plurality of advertisements to be put, and putting the target advertisement to the target user.
2. The method of claim 1, wherein the attribute parameters comprise a first attribute parameter; the first attribute parameter is determined by: A first attribute parameter is determined based on a type and generation time of specified feedback behavior of the target user for historical advertisements delivered to the target user.
3. The method of claim 2, wherein the step of determining the first attribute parameter based on the type and time of generation of the specified feedback behavior of the target user for the historical advertisements delivered to the target user comprises: determining a weight parameter of a specified feedback behavior of the target user aiming at the type of the specified feedback behavior of the historical advertisement put to the target user; Determining a time decay factor based on a generation time of a specified feedback behavior of the target user for a historical advertisement delivered to the target user, the time decay factor decreasing as a time difference of the generation time and a current time increases; and determining a first attribute parameter based on the weight parameter and the time attenuation factor of the appointed feedback behavior, wherein the first attribute parameter and the weight parameter are in positive correlation, and in positive correlation with the time attenuation factor.
4. The method of claim 1, wherein the attribute parameters comprise a second attribute parameter; the second attribute parameter is determined by: And determining the second attribute parameters based on relevant parameters of the historical advertisements put to the target user and the appointed feedback behaviors of the target user for the historical advertisements, wherein the relevant parameters comprise quality parameters and/or value parameters.
5. The method of claim 4, wherein the step of determining the second attribute parameter based on the relevant parameters of the historical advertisement delivered to the target user and the specified feedback behavior of the target user for the historical advertisement comprises: determining the second attribute parameter based on the user value parameter of the target user, the related parameter of the historical advertisement and the appointed feedback behavior of the target user for the historical advertisement; Wherein the user value parameter of the target user is determined based on one or more of consumption data of the target user for historical advertisements delivered to the target user, liveness data of the target user, and value parameters of the historical advertisements delivered to the target user.
6. The method of claim 4, wherein the step of determining the second attribute parameter based on the relevant parameters of the historical advertisement delivered to the target user and the specified feedback behavior of the target user for the historical advertisement comprises: determining a negative feedback behavior characteristic parameter of the target user based on the relevant parameters of the historical advertisements and the appointed feedback behavior of the target user aiming at the historical advertisements; determining an average advertisement quality parameter corresponding to the target user based on the quality parameter of the historical advertisement; and inputting the negative feedback behavior characteristic parameters and the average advertisement quality parameters into a pre-trained target model, and outputting second attribute parameters corresponding to the target user through the target model.
7. The method of claim 6, wherein the step of determining the negative feedback behavior characteristic parameter of the target user based on the relevant parameter of the historical advertisement and the specified feedback behavior of the target user for the historical advertisement comprises: determining behavior type characteristic parameters based on the type of specified feedback behaviors of the target user aiming at the historical advertisements put to the target user; And calculating behavior frequency characteristic parameters based on the generation times of the specified feedback behaviors of the target user aiming at the historical advertisements and the throwing times of the historical advertisements.
8. An advertising device, the device comprising: The system comprises a user attribute parameter acquisition module, an attribute parameter acquisition module, a quality evaluation module and a control module, wherein the user attribute parameter acquisition module is used for responding to an advertisement putting request corresponding to a target user and acquiring attribute parameters of the target user, and the attribute parameters are at least used for indicating the acceptance degree of the target user for the quality parameters meeting preset conditions; The system comprises an advertisement obtaining module to be put, a storage module and a storage module, wherein the advertisement obtaining module is used for obtaining a plurality of advertisements to be put from a preset advertisement database; and the target advertisement determining module is used for determining a target advertisement based on the attribute parameters of the target user and the quality parameters of the plurality of advertisements to be put, and putting the target advertisement to the target user.
9. An electronic device comprising a processor and a memory, the memory storing machine-executable instructions executable by the processor, the processor executing the machine-executable instructions to implement the advertising method of any one of claims 1-7.
10. A machine-readable storage medium storing machine-executable instructions that, when invoked and executed by a processor, cause the processor to implement the advertising method of any one of claims 1-7.

Description

Advertisement putting method and device and electronic equipment Technical Field The invention relates to the technical field of advertisements, in particular to an advertisement putting method, an advertisement putting device and electronic equipment. Background The Internet advertisement delivery system is mainly based on a real-time bidding (Real Time Bidding, abbreviated as 'RTB') mode. In this mode, when a user accesses a media page, a provider Platform (SSP) sends an advertisement request to an advertisement Exchange Platform (ADX), which in turn sends the request to a plurality of Demand-Side platforms (DSPs). The demand side platform selects the most suitable advertisement from the advertiser's active library according to the user portrait and the advertisement position information, and bids to participate in bidding. The higher priced wins this presentation opportunity and its advertisement is ultimately presented to the user. In the process of screening and sorting advertisements by the mode, advertising income and click rate are preferentially improved, bad experience of users when watching advertisements is ignored to a certain extent, and poor user experience is easily caused, so that user loss is caused. Disclosure of Invention Accordingly, the invention aims to provide an advertisement putting method, an advertisement putting device and electronic equipment, so that user experience is improved, and the retention rate of users is improved to a certain extent. According to the method, an advertisement delivery request corresponding to a target user is responded, the attribute parameters of the target user are obtained, the attribute parameters are at least used for indicating the acceptance degree of the target user for advertisements with the quality parameters meeting preset conditions, the attribute parameters are determined based on appointed feedback behaviors of the target user for historical advertisements, the quality parameters are determined by an image quality evaluation model and appointed feedback behaviors of the advertisements to be delivered, a plurality of advertisements to be delivered are obtained from a preset advertisement database, the advertisements to be delivered have the corresponding quality parameters, and the target advertisements are determined based on the attribute parameters of the target user and the quality parameters of the advertisements to be delivered. The embodiment of the invention provides an advertisement putting device which comprises a user attribute parameter obtaining module, a target advertisement determining module and a target advertisement determining module, wherein the user attribute parameter obtaining module is used for responding to an advertisement putting request corresponding to a target user, the attribute parameter is at least used for indicating the acceptance degree of the target user on advertisements with quality parameters meeting preset conditions, the attribute parameter is determined based on the appointed feedback behavior of the target user on historical advertisements, the quality parameter is determined by an image quality evaluation model and the appointed feedback behavior of the target user on the advertisements to be put, the advertisement to be put obtaining module is used for obtaining a plurality of advertisements to be put from a preset advertisement database, the advertisements to be put have the corresponding quality parameters, and the target advertisement determining module is used for determining the target advertisements based on the attribute parameters of the target user and the quality parameters of the advertisements to be put to the target user. In a third aspect, an embodiment of the present invention provides an electronic device, including a processor and a memory, where the memory stores machine executable instructions executable by the processor, and the processor executes the machine executable instructions to implement the advertisement delivery method described above. In a fourth aspect, embodiments of the present invention provide a machine-readable storage medium storing machine-executable instructions that, when invoked and executed by a processor, cause the processor to implement the advertisement delivery method described above. The embodiment of the invention has the following beneficial effects: The advertisement delivery method, the advertisement delivery device and the electronic equipment are used for responding to an advertisement delivery request corresponding to a target user to obtain attribute parameters of the target user, wherein the attribute parameters are at least used for indicating the acceptance degree of the target user for advertisements with the quality parameters meeting preset conditions, the attribute parameters are determined based on appointed feedback behaviors of the target user for historical advertisements, the quality parameters are determined by an image quali