CN116228324A - Advertisement delivery party determining method, device, equipment and storage medium - Google Patents
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Abstract
The application provides a method, a device, equipment and a storage medium for determining an advertisement putting party, and relates to the technical field of advertisement attribution, wherein the method comprises the following steps: prioritizing the types of advertisement channels put in by the users to obtain a priority ranking result; wherein the advertisement channel types include: an advertisement delivery class, a ground pushing class, and a marketing campaign class; based on the priority ordering result, external channel attribution is carried out on the advertisement channels reached by the user, and the delivery type of the advertisement channels is obtained; and based on the type of the advertisement channel, attribution of media in the channel is carried out on the advertisement channel reached by the user, so as to obtain the owner of the advertisement channel. By constructing a set of advertisement attribution system with universality and reasonable property, the accurate attribution of advertisers in multi-channel delivery is realized, and the rationality and the accuracy of the multi-channel attribution are improved.
Description
Technical Field
The application relates to the technical field of advertisement attribution, in particular to a method, a device, equipment and a storage medium for determining advertisement delivery parties.
Background
With the popularization and development of the internet, enterprises can reach users in various ways such as information stream advertisements, CPA settlement advertisements, application store advertisements and the like, and various marketing activities, front line ground pushing and the like. When a user sees that an advertisement generates a download registration behavior, it is required to accurately determine which advertisement channel touching the user has the greatest influence on the download registration of the user, and the download registration and the subsequent conversion are attributed to the channel.
At present, the conventional common advertisement attribution algorithm schemes comprise four types of attribution for the first time, attribution for the last time, average attribution and time attenuation attribution, when one user sees that advertisements generate downloading registration behaviors, a plurality of channels are often used for touching the same user due to the numerous advertisement channels, and the scheme cannot accurately and effectively judge which channel is touching the user, namely the influence on the downloading registration of the user is the greatest.
Disclosure of Invention
In view of this, an object of the embodiments of the present application is to provide a method, an apparatus, a device, and a storage medium for determining advertisement delivery parties, by dividing priorities of a plurality of advertisement channels delivered by a user, following inter-level priorities, then performing external channel attribution of last attribution and retrospective attribution within the same priority, and finally performing intra-channel media attribution, a set of advertisement attribution system with universality and reasonable is constructed, and accurate attribution of advertisers during multi-channel delivery is realized, so as to solve the technical problem that the foregoing "which channel is not accurately and effectively touched by the user, that is, the influence on the download registration of the user is the greatest".
In a first aspect, an embodiment of the present application provides a method for determining an advertisement dispenser, where the method includes:
Prioritizing the types of advertisement channels put in by the users to obtain a priority ranking result; wherein,,
the advertisement channel types include: an advertisement delivery class, a ground pushing class, and a marketing campaign class; based on the advantages
Performing external channel attribution on the advertisement channels reached by the user according to the first-order sequencing result to obtain the delivery type of the advertisement channel 5; based on the type of delivery of the advertising channel, advertising channels reached by users are subjected to
And attributing media in the channel to obtain a delivery owner of the advertising channel.
In the implementation process, the priority of a plurality of advertisement channels put by a user is divided, then the priority of the advertisement channels is followed, and then the external channel attribution of last attribution and retrospection attribution is carried out in the same priority
And finally, the in-channel media attribution is performed, a set of advertisement attribution 0 system with universality and reasonable property is constructed, the accurate attribution of advertisers in multi-channel delivery is realized, and the rationality and the accuracy of the multi-channel attribution are improved.
Optionally, the advertisement delivery class includes: information flow advertisements, CPA settlement advertisements, search advertisements, and application store advertisements; the ground pushing class comprises: promoting advertisements by offline personnel; the marketing campaign class includes: and sharing the link advertisement.
In the implementation process, through defining information flow advertisements, CPA settlement advertisements, search advertisements and application store advertisements as advertisement delivery types, offline personnel popularize advertisements as ground pushing types, sharing link advertisements as marketing activities and other three basic types of advertisement channels, the method is favorable for rapidly screening the delivered advertisement types, and further rapidly carrying out priority classification, external channel attribution and in-channel media attribution, and the efficiency and accuracy of multi-channel final attribution are improved.
0 optionally, prioritizing the advertisement channel types put in by the user to obtain a prioritized result, including: determining a ground pushing class in the advertisement channel type as a high priority; and determining the advertisement putting type and the marketing activity type in the advertisement channel type as low priority to obtain a priority ordering result.
In the implementation process, advertisements with different priorities can be omitted by roughly dividing advertisements put on users into priority ordering results with high priority and low 5 priority
The same attribution mode has pertinence, and can conveniently and rapidly realize external channel attribution and intra-channel media attribution, thereby improving the efficiency and accuracy of multi-channel final attribution.
Optionally, based on the prioritized results, external channel attribution is performed on the advertisement channels reached by the user, so as to obtain the delivery types of the advertisement channels, including: sorting a junction based on the priority
Judging the corresponding priority of the advertisement channel reached by the user; if the advertisement channel 5 reached by the user is judged to belong to the high priority, determining the type of the advertisement channel with the high priority as ground pushing; if it is determined that the user
And the advertisement channel reached by the user belongs to low priority, and last attribution and retrospective attribution are carried out on the advertisement channel reached by the user so as to obtain the type of the advertisement channel with low priority.
In the implementation process, the priority of the advertisement channel touched by the user is judged according to the sorting result of the priority, and the external channel 0 attribution of the advertisement delivery form is promoted according to the priority, so that the external channel attribution of the information flow advertisement, CPA settlement advertisement, search advertisement, application store advertisement and marketing activity delivery form is promoted according to the priority, the determination of the advertisement delivery form is conveniently and quickly realized, and the efficiency and the certainty of multi-channel attribution are improved.
Optionally, the last attribution and retrospective attribution are performed on the advertisement channels reached by the user, so as to obtain the delivery type of the low-priority advertisement channels, including: last attribution is performed on advertisement channels reached by users, 5, the last click or effective reach of the users is determined as low-priority advertisement by the advertisement channel types
The initial delivery type corresponding to the channel; and tracing and attributing the initial delivery type corresponding to the advertisement delivery type in the low-priority advertisement channel so as to trace forward the time of installing the advertisement channel delivery platform by a user to the advertisement channel type effectively reached within a preset time, and determining the advertisement channel type as the delivery type of the low-priority advertisement channel.
0 in the implementation process, the last time is carried out on the advertisement channel reached by the user according to the priority
The attribution and the tracing of the attribution superimposed external channel attribution conveniently and rapidly realize the determination of the advertisement delivery form, thereby improving the efficiency and the accuracy of the multi-channel attribution.
Optionally, the performing intra-channel media attribution on the advertisement channel reached by the user based on the delivery type of the advertisement channel to obtain a delivery owner of the advertisement channel includes: based on the putting type of the advertisement channel 5, judging the corresponding advertisement channel type of the advertisement channel reached by the user; if the advertisement is
The channel type belongs to the advertisement putting type, and a putting owner of the advertisement channel is determined to be an effectively-reached advertisement channel putting party; if the advertisement channel type belongs to the ground pushing type, determining a delivery owner of the advertisement channel as a popularization delivery party; and if the advertisement channel type belongs to the marketing campaign class, determining the delivery owner of the advertisement channel as an application program carrying an advertisement link.
In the implementation process, after the delivery form of the advertisement channel is determined, different in-channel media attribution modes are respectively carried out according to the type of the advertisement channel reached by the user, so that a final specific advertiser or advertisement delivery party is determined, a set of advertiser attribution modes for advertising in multiple channels is reasonably regulated, the method can be universally used for general advertisers for advertising in multiple channels, and the efficiency and accuracy of multi-channel attribution are improved.
Optionally, the active touchdown includes: effective exposure, effective playing and clicking; the effective exposure includes an exposure lasting an exposure time of 3 seconds or more; the active play includes a play lasting for a play duration of more than 3 seconds.
In the implementation process, the effective exposure/effective playing is used as the reaching threshold of the advertisement in the information flow channel, the method is inapplicable in ground pushing and marketing, is only applied to partial advertisement forms of advertisement delivery types, and the threshold of the reaching is defined in a more accurate and reliable mode, so that attribution accuracy is facilitated, and the situation that only one stroke of advertisement reaches the right and is included to cause attribution errors is avoided.
In a second aspect, an embodiment of the present application provides an advertisement dispenser determining apparatus, including: the priority classification module is used for carrying out priority classification on the types of advertisement channels put into users to obtain a priority ordering result; wherein the advertisement channel types include: advertisement delivery class, ground pushing class, marketing activity class; the external attribution module is used for attributing external channels to the advertisement channels reached by the user based on the priority ordering result, and obtaining the delivery type of the advertisement channels; and the internal attribution module is used for attributing media in the channel to the advertisement channel reached by the user based on the throwing type of the advertisement channel, and obtaining a throwing owner of the advertisement channel.
In a third aspect, embodiments of the present application further provide an electronic device, including: a processor, a memory storing machine-readable instructions executable by the processor, which when executed by the processor perform the steps of the method described above when the electronic device is run.
In a fourth aspect, embodiments of the present application provide a computer-readable storage medium having stored thereon a computer program which, when executed by a processor, performs the steps of the method described above.
In order to make the above objects, features and advantages of the present application more comprehensible, embodiments accompanied with figures are described in detail below.
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In order to more clearly illustrate the technical solutions of the embodiments of the present application, the drawings that are needed in the embodiments of the present application will be briefly described below, it should be understood that the following drawings only illustrate some embodiments of the present application and should not be considered as limiting the scope, and other related drawings may be obtained according to these drawings without inventive effort for a person skilled in the art.
FIG. 1 is a flowchart of a method for determining an advertisement dispenser according to an embodiment of the present application;
fig. 2 is a schematic functional block diagram of an advertisement dispenser determining apparatus according to an embodiment of the present application;
fig. 3 is a block diagram of an electronic device provided with an advertisement dispenser determining apparatus according to an embodiment of the present application.
Icon: 210-prioritizing module; 220-an external attribution module; 230-an internal attribution module; 300-an electronic device; 311-memory; 312-a storage controller; 313-processor; 314-peripheral interface; 315-an input-output unit; 316-display unit.
Detailed Description
The following description of the embodiments of the present application will be made clearly and completely with reference to the drawings in the embodiments of the present application, and it is apparent that the described embodiments are only some embodiments of the present application, not all embodiments. The components of the embodiments of the present application, which are generally described and illustrated in the figures herein, may be arranged and designed in a wide variety of different configurations. Thus, the following detailed description of the embodiments of the present application, as provided in the accompanying drawings, is not intended to limit the scope of the application, as claimed, but is merely representative of selected embodiments of the application. All other embodiments, which can be made by those skilled in the art based on the embodiments of the present application without making any inventive effort, are intended to be within the scope of the present application.
It should be noted that: like reference numerals and letters denote like items in the following figures, and thus once an item is defined in one figure, no further definition or explanation thereof is necessary in the following figures. The terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising one … …" does not exclude the presence of other like elements in a process, method, article, or apparatus that comprises the element. The terms "first," "second," and the like are used merely to distinguish between descriptions and are not to be construed as indicating or implying relative importance.
Prior to the description of the embodiments of the present application, technical concepts related to the present application will be briefly described.
Advertisement channel: the enterprise can select different marketing popularization platforms according to the product characteristics and user images, and the popularization effect of the enterprise products is achieved by utilizing the characteristics and content flow inclination of the different platforms. The off-line channels and the on-line channels may be specifically included, and the off-line channels may include: 1. paper media advertisement: traditional newspaper advertisements or magazine advertisements; 2. station advertisement: urban FM or music FM;3. television advertisement: traditional television stations such as large-scale television and the like can be hard television stations, interviews, program sponsorship and the like; 4. outdoor advertisement: bus body, subway inner screen, elevator screen, high-speed roadside billboard and the like; 5. pushing the ground. The online channel may include: 1. a search engine advertisement; 2. various web advertisements: various web pages such as web portals, news pages and the like basically have advertisement spots, and the advertisement spots are mostly advertised by banners in specific positions; 3. information flow advertisement: advertisement displayed on social media platform, information platform, video platform, etc.; 4. application store market advertising; APP preassembly: handset manufacturer; in app advertising: many open screen advertisements, insert screen advertisements, integral walls, etc.; 7. the official self-media and other platform advertisements and the official continuous operation; kol marketing: the channel is similar to the previous one, but asks others to advertise or promote you; 9. forum, community marketing.
Touching: and carrying out advertisement delivery in one channel, wherein the advertisement can reach a target user group.
Advertisement attribution algorithm: the first attribution, last attribution, average attribution, time decay attribution and the like are four commonly used, wherein the first attribution is to attribute each conversion benefit to the first contact point on the conversion link, the contribution of the contact point is 100%, and the rest is 0%. The last attribution is opposite to the first attribution, and it considers the conversion to be related only to the last contact on the conversion link, so the contribution of the last contact on the conversion link is 100%, the remainder being 0%. Average attribution is then an average distribution of the converted contribution to each contact. The time decay is attributed to the fact that contributions are distributed to each contact in descending order of time according to the time interval from the transition time point, the smaller the contribution of the contact furthest from the transition time point. Wherein, contact (TP): the concept of contact points often appears in the advertising field, which refers to a placement point defined in the advertising process; link Road, LR: is a path consisting of a series of contacts that is generated according to the chronological order in which the user browses the contacts. A link is a converted link if the user has a conversion (purchase, click, etc.) action at the last contact of the link, otherwise a non-converted link.
The inventor notices that when the enterprise puts advertisements in various channels, various channels such as information stream advertisements, CPA advertisements, application store advertisements and the like, and various marketing activities, front line ground pushing and other modes are reached to the user. When a user sees that an advertisement generates a download registration behavior, it is required to accurately determine which advertisement channel touching the user has the greatest influence on the download registration of the user, and the download registration and the subsequent conversion are attributed to the channel. Because of the numerous and miscellaneous advertising channels, a plurality of channels are often used for touching and downloading the same user, but not every user can see the advertisements and download the advertisements, many users can form impressions after touching and downloading the advertisements by actively searching and downloading other channels after a certain time interval, but even the users who see the advertisements and download the advertisements by clicking do not always need to generate downloading desire because of touching and downloading the channels. In view of this, the present application provides an advertising party determination method for attribution of multi-channel advertising as described below.
Referring to fig. 1, fig. 1 is a flowchart of a method for determining an advertisement delivery party according to an embodiment of the present application. The method comprises the following steps: step 100, step 120 and step 140.
Step 100: prioritizing the types of advertisement channels put in by the users to obtain a priority ranking result; wherein the advertisement channel types include: an advertisement delivery class, a ground pushing class, and a marketing campaign class;
step 120: based on the priority ordering result, external channel attribution is carried out on the advertisement channels reached by the user, and the delivery type of the advertisement channels is obtained;
step 140: and based on the type of the advertisement channel, attribution of media in the channel is carried out on the advertisement channel reached by the user, so as to obtain the owner of the advertisement channel.
Illustratively, the external channel attribution may be: last attribution and retrospection attribution are carried out among a plurality of advertisement channels according to the divided priorities, so that the type or form of the advertisement channels is determined from the advertisement channels, for example: push, stream, search, application store, marketing campaign, etc. The last attribution is similar to the last attribution introduced in the technical concept, and the last attribution can be judged to be effectively reached by which channel before the user sees the advertisement download registration, and then the last attribution is attributed to which channel. The trace back attribution can be to trace back a certain time forward on the basis of the last attribution, judge which kind of channel is effectively contacted by the user, and attribution is to the advertising channel which is effectively contacted recently. The in-channel media attribution may be: attributing a plurality of advertisement placement types in the advertisement placement class, the ground pushing class, and the marketing campaign class to a particular advertiser, media owner, or advertising party based on the external channel attribution, for example: enterprise a, enterprise B, enterprise C, enterprise D, enterprise E, enterprise F, ground push promoter, agent for CPA advertising, application for marketing campaign linking, etc. The advertisement delivery class, the ground pushing class, and the marketing campaign class may be: and carrying out inductive analysis and summarization classification according to advertisements put to users to obtain several types of common advertisement channel forms or types.
Optionally, advertisement channel types such as advertisement delivery types, ground pushing types, marketing activities and the like which are delivered to users are prioritized to obtain a priority ranking, advertisements delivered to users are firstly attributed to a hierarchy with high priority and then to a hierarchy with low priority, channels (information flows, searches, shops and the like) which are determined to be a certain advertisement form are followed by last click and retrospective attribution, the inside of each form is divided into a plurality of advertisers (for example, enterprise A, enterprise B, enterprise C, enterprise D, enterprise E, enterprise F and the like), and then a certain advertiser channel is determined according to a medium attribution detail rule in the channels.
By dividing the priorities of a plurality of advertisement channels thrown by users and then following the inter-stage priorities, then carrying out external channel attribution of last attribution and retrospective attribution in the same priority, finally carrying out media attribution in the channels, a set of advertisement attribution system with universality and reasonable property is built, accurate attribution of advertisers in multi-channel throwing is realized, and rationality and accuracy of multi-channel attribution are improved.
In one embodiment, the advertisement delivery class includes: information flow advertisements, CPA settlement advertisements, search advertisements, and application store advertisements; the ground pushing class includes: promoting advertisements by offline personnel; the marketing campaign class includes: and sharing the link advertisement.
For example, the advertisement delivery type may be a common search engine advertisement such as enterprise a and enterprise B, a common application store advertisement such as enterprise C and enterprise D, an information platform advertisement such as social media platform advertisement and news media, an information stream advertisement displayed by enterprise E and enterprise F such as video platform advertisement, and a CPA settlement advertisement. The ground push type can be an advertisement which is guided, installed and registered by popularization of offline personnel. The marketing campaign class may be campaign link advertisements that people pull, ask others to advertise or advertise you.
By defining three basic types of advertisement channels, namely information flow advertisement, CPA settlement advertisement, search advertisement and application store advertisement as advertisement delivery types, offline personnel popularizes advertisement as ground pushing type, and sharing link advertisement as marketing activity type, the method is favorable for rapidly screening the delivered advertisement types, and further rapidly carrying out priority division, external channel attribution and intra-channel media attribution, and the efficiency and accuracy of multi-channel final attribution are improved.
In one embodiment, step 100 may include: step 101 and step 102.
Step 101: determining a ground pushing class in the advertisement channel type as a high priority;
Step 102: and determining the advertisement putting class and the marketing activity class in the advertisement channel type as low priority to obtain a priority ordering result.
Illustratively, advertisements to be placed to users can be broadly divided into two priorities: the result of the prioritization of the first priority and the second priority, the first priority being earlier than the second priority, i.e. the first priority may be a high priority and the second priority may be a low priority. The first priority may be: the second priority may be to push advertisements of the category: common search engine advertisements such as enterprise A, enterprise B, application stores such as enterprise C, enterprise D, etc. show advertisements, information flow advertisements shown by various platforms such as common enterprise E, enterprise F, etc., CPA settlement advertisements, marketing activities, etc. advertisements except for ground pushing.
By dividing advertisements put on users into priority ordering results of high priority and low priority, different attribution modes can be carried out on advertisements with different priorities, thereby having pertinence, conveniently and rapidly realizing external channel attribution and intra-channel media attribution and improving the efficiency and accuracy of multi-channel final attribution.
In one embodiment, step 120 may include: step 121, step 122 and step 123.
Step 121: based on the priority ordering result, judging the corresponding priority of the advertisement channel reached by the user;
step 122: if the advertisement channel reached by the user is judged to belong to the high priority, determining the type of the advertisement channel with the high priority as ground pushing;
step 123: if the advertisement channel reached by the user is judged to belong to the low priority, the last attribution and the retrospective attribution are carried out on the advertisement channel reached by the user, so that the type of the low priority advertisement channel is obtained.
Illustratively, a determination is made as to which priority the advertising channel reached by the user belongs to, based on the prioritization results of steps 101-102. If the advertisement is of the first priority, namely when the advertisement is of the push type, the advertisement is considered to be pushed as long as the push is brought by a code scanning mode and the like, whether the advertisement is touched or not is not traced any more. If it is of the second priority, i.e. when the advertisement is of the advertisement placement class or marketing campaign class, the last click (search advertisement, CPA, etc.) by the user/valid reach (information flow) of which channel, that channel is assigned. However, because the user performs autonomous search and download in the application store at this time, because there is a certain flaw in the amount given to the application store, the user may touch a certain advertisement channel before searching, and thus trace back if the last click is given to the store. If a valid reach of the information flow channel or a click of another channel or the like is made within 60 minutes, the user decides to attribute to the advertisement channel where the reach has recently occurred. Wherein the marketing activity advertisement belongs to the second priority, and all categories in the priority are same as other advertisement such as information flow and search advertisement, the last click belongs to which advertisement channel, the last click belongs to the information flow in all channels in the second priority, the marketing activity belongs to the marketing activity in the marketing activity, and the marketing activity is not different from other channels. The trace back is similar, and the download registration that occurs at the store can trace back 60 minutes forward, where the channel is traced back to which channel.
By judging which priority the advertisement channel reached by the user belongs to according to the priority sorting result, the external channel attribution of the advertisement delivery form, the external channel attribution of the information flow advertisement, CPA settlement advertisement, search advertisement, application store advertisement and marketing activity delivery form are promoted according to the priority, the determination of the advertisement delivery form is conveniently and rapidly realized, and the efficiency and the accuracy of multi-channel attribution are improved.
In one embodiment, step 123 may include: step 1231 and step 1232.
Step 1231: last attribution is carried out on the advertisement channel reached by the user so as to determine the type of the advertisement channel reached by the user last time or effectively as the initial delivery type corresponding to the low-priority advertisement channel;
step 1232: and tracing and attributing the initial delivery type corresponding to the advertisement delivery type in the low-priority advertisement channel so as to trace forward the time of installing the advertisement channel delivery platform by a user to the advertisement channel type effectively reached within a preset time, and determining the advertisement channel type as the delivery type of the low-priority advertisement channel.
Illustratively, the preset time may be any reasonable time customized according to the actual situation, for example, 50 minutes, 60 minutes, 70 minutes, etc. And external channel attribution overlapped by last attribution and retrospective attribution is adopted in the same priority, wherein the last attribution can be the last time effectively reached by which channel before the user registers, and is attributed to the throwing form of which channel. The information flow channel is the channel with the largest on-line advertisement delivery, so the special definition and the attention are more, taking the information flow advertisement as an example, the retrospective attribution can be that the search and application store channel performs retrospective on the basis of the last attribution, so as to more scientifically identify the user who looks at the advertisement first and then actively searches and downloads the APP or registers the applet, and the logic is as follows: on the basis of last attribution, the searching and application store channels trace the installation time of users belonging to own channels forward, and if effective reaching of information flow channels and other channels is carried out within 60 minutes, the users judge the delivery form of the advertisement channels which are subjected to the latest effective reaching.
The external channel attribution which is overlapped by last attribution and retrospective attribution is carried out on the advertisement channels touched by the user according to the priority, so that the determination of the advertisement delivery form is conveniently and quickly realized, and the efficiency and the accuracy of multi-channel attribution are improved.
In one embodiment, step 140 may include: step 1401, step 1402, step 1403, and step 1404.
Step 1401: based on the putting type of the advertisement channel, judging the corresponding advertisement channel type of the advertisement channel reached by the user;
step 1402: if the advertisement channel type belongs to the advertisement putting type, determining a putting owner of the advertisement channel as an effectively-reached advertisement channel putting party;
step 1403: if the advertisement channel type belongs to the ground pushing type, determining a delivery owner of the advertisement channel as a popularization delivery party;
step 1404: if the advertisement channel type belongs to the marketing campaign class, determining the delivery owner of the advertisement channel as an application program carrying an advertisement link.
Illustratively, based on the delivery form of the advertisement channel determined in steps 1231-1232, it is determined which of three basic types the advertisement channel reached by the user belongs to, and different intra-channel media attribution modes are performed according to the types, so as to determine the final specific advertiser or advertisement delivery party.
If the advertisement channel type is judged to belong to the advertisement delivery type, four conditions exist: (1) for information flow advertising: because the information flow channel is the channel with the largest on-line advertisement delivery, the special definition and the attention are more, the comprehensive judgment of effective contact such as clicking, playing and the like can be carried out, the priority of clicking attribution is higher than that of playing attribution, the time window of clicking attribution can be defined as 7 days, and the effective playing attribution is 24 hours, and can be concretely divided into three judgment modes: A. the click attribution window period is within 7 days, and the last click occurs in the information flow channel and is attributed to the information flow channel; B. the click attribution window period is within 7 days, and the last click occurs on other media and is attributed to the other media; C. the click attribution window period is within 7 days, the last click does not occur on any media, at which time there are two cases: a. the effective playing attribution is matched with the information flow channel within 24 hours, and attribution is given to the information flow channel; b. the active play attribution is not matched to any information flow channel within 24 hours, attribution to natural traffic. (2) for search advertisements: media attribution within the utm _source channel may be performed, i.e., attribution is typically performed with utm parameters by default. Where utm _source is used to mark the source, indicating from which website, such as from http:// www.ichdata.com website, past traffic may be marked as ichdata, such as fb_ads, google_ads, bing_ads, twitter_ads, etc., for example: utm _source=fb defines that these data originate from the fb channel. (3) For application store advertisements, CPA settlement advertisements, channel package attribution can be performed with in-channel media attributions that effectively reach the last click. There are two situations: A. jumping the clicked advertisement to an application store due to the advertisement channel bringing the jump; B. the store naturally downloads and registers, traces back for 60 minutes, and if the advertisement of a certain channel clicks or is effectively played, the advertisement is classified to the nearest channel. The two cases A and B are treated by the same attribution method: the downloads generated by the store, except the CPA, are traced back for 60 minutes before the registration time, and if the effective arrival record of a certain channel advertisement exists in 60 minutes, the channel is classified as the channel closest to the installation time (traced back and corrected by using the equipment number). CPA advertisements are advertisements which are generally agency-thrown to us, information such as equipment number id and the like can be recorded when a user clicks, and the information such as id and the like can be obtained according to a clicking effective touch mode so as to match back-end conversion data. (4) Advertisement delivery classes other than the above types are counted as natural quantities.
If the advertisement channel type is judged to belong to the ground pushing type, two conditions exist: (1) Pulling a applet, attributing through an applet promotion code, wherein the promotion code has parameters of a promoter; (2) And (3) pulling the APP, and carrying out matching attribution through the mobile phone number registered by the user and the mobile phone number input by the popularization.
If the advertisement channel type is judged to belong to the marketing campaign class, the in-channel media attribution can be performed by linking channel parameters carried by the advertisement channel type in the app or the applet.
After the delivery form of the advertisement channel is determined, different in-channel media attribution modes are respectively carried out according to the type of the advertisement channel reached by the user, so that a final specific advertiser or advertisement delivery party is determined, a set of advertiser attribution modes for carrying out advertisement delivery in multiple channels are reasonably regulated, the method can be universally used for general advertisers for delivering advertisements in multiple channels, and the efficiency and accuracy of multi-channel attribution are improved.
In one embodiment, the active touchdown includes: effective exposure, effective playing and clicking; effective exposure includes exposure for an exposure time of 3 seconds or more; the active playback includes playback lasting for a playback duration of more than 3 seconds.
Illustratively, before attribution is performed, effective touch may be defined as effective exposure, effective play, click, etc., and the effective exposure: for an exposure time of more than 3 seconds; and (3) effective playing: for a play duration of more than 3 seconds. The effective exposure means that the advertisement stays for more than three seconds, one effective exposure is calculated, and the video automatically played is played for more than three seconds, so that one effective play is calculated. The effective exposure and effective playing are only used for information flow channels, and the information flow channels are channels with the largest on-line advertisement delivery, so that special definition and attention are more. For example: the store has a download registration while tracking back, one hour forward, if a user sees our advertisement at a certain stream advertisement, but only
Two seconds, according to this standard, will not be noted once, nor will it trace back to the channel, but if 5 sees it for 5 seconds, it will be noted as an effective exposure, and it can be traced back.
By using effective exposure/effective playback of advertisements in information flow channels as reach threshold, not applicable in ground pushing and marketing, but only in part of the advertisement formats of the advertisement delivery class, defining the threshold where reach occurs in a more accurate and reliable manner helps to attribution accuracy, avoiding errors caused by just a scratch of advertisement reach being incorporated.
Referring to fig. 2, fig. 2 is a schematic diagram of an advertisement delivery determining apparatus according to an embodiment of the present application
A block schematic, the apparatus comprising: a prioritization module 210, an external attribution module 220, and an internal attribution module 230.
A prioritization module 210 for prioritizing types of advertising channels delivered to users
Dividing to obtain a priority ordering result; wherein the advertisement channel types include: advertisement delivery class, ground push class 5, marketing campaign class;
the external attribution module 220 is configured to perform external channel attribution on the advertisement channels reached by the user based on the priority ranking result, so as to obtain the delivery types of the advertisement channels;
The internal attribution module 230 is configured to perform in-channel media attribution on the advertisement channel reached by the user based on the delivery type of the advertisement channel, so as to obtain a delivery owner of the advertisement channel.
0 optionally, the advertisement delivery class includes: information flow advertisement, CPA settlement advertisement, search advertisement
An application store advertisement; the ground pushing class includes: promoting advertisements by offline personnel; the marketing campaign class includes: and sharing the link advertisement.
Alternatively, the prioritizing module 210 may be configured to:
determining a ground pushing class in the advertisement channel type as a high priority;
5 determining the advertisement delivery class and marketing campaign class in the advertisement channel type as low priority to obtain
The results are prioritized.
Alternatively, the external attribution module 220 may be used to:
based on the priority ordering result, judging the corresponding priority of the advertisement channel reached by the user;
if the advertisement channel reached by the user is judged to belong to the high priority, determining the type of the advertisement channel with the high priority as ground pushing;
if the advertisement channel reached by the user is judged to belong to the low priority, the last attribution and the retrospective attribution are carried out on the advertisement channel reached by the user, so that the type of the low priority advertisement channel is obtained.
Alternatively, the external attribution module 220 may be used to:
last attribution is carried out on the advertisement channel reached by the user so as to determine the type of the advertisement channel reached by the user last time or effectively as the initial delivery type corresponding to the low-priority advertisement channel;
and tracing and attributing the initial delivery type corresponding to the advertisement delivery type in the low-priority advertisement channel so as to trace forward the time of installing the advertisement channel delivery platform by a user to the advertisement channel type effectively reached within a preset time, and determining the advertisement channel type as the delivery type of the low-priority advertisement channel.
Alternatively, the internal attribution module 230 may be configured to:
based on the putting type of the advertisement channel, judging the corresponding advertisement channel type of the advertisement channel reached by the user;
if the advertisement channel type belongs to the advertisement putting type, determining a putting owner of the advertisement channel as an effectively-reached advertisement channel putting party;
if the advertisement channel type belongs to the ground pushing type, determining a delivery owner of the advertisement channel as a popularization delivery party;
if the advertisement channel type belongs to the marketing campaign class, determining the delivery owner of the advertisement channel as an application program carrying an advertisement link.
Optionally, the active touchdown includes: effective exposure, effective playing and clicking; effective exposure includes exposure for an exposure time of 3 seconds or more; the active playback includes playback lasting for a playback duration of more than 3 seconds.
Referring to fig. 3, fig. 3 is a block schematic diagram of an electronic device. The electronic device 300 may include a memory 311, a memory controller 312, a processor 313, a peripheral interface 314, an input output unit 315, a display unit 316. It will be appreciated by those of ordinary skill in the art that the configuration shown in fig. 3 is merely illustrative and is not intended to limit the configuration of the electronic device 300. For example, electronic device 300 may also include more or fewer components than shown in FIG. 3, or have a different configuration than shown in FIG. 3.
The above-mentioned memory 311, memory controller 312, processor 313, peripheral interface 314, input/output unit 315, and display unit 316 are electrically connected directly or indirectly to each other to realize data transmission or interaction. For example, the components may be electrically connected to each other via one or more communication buses or signal lines. The processor 313 is used to execute executable modules stored in the memory.
The Memory 311 may be, but is not limited to, a random access Memory (Random Access Memory, RAM), a Read Only Memory (ROM), a programmable Read Only Memory (Programmable Read-Only Memory, PROM), an erasable Read Only Memory (Erasable Programmable Read-Only Memory, EPROM), an electrically erasable Read Only Memory (Electric Erasable Programmable Read-Only Memory, EEPROM), etc. The memory 311 is configured to store a program, and the processor 313 executes the program after receiving an execution instruction, and a method executed by the electronic device 300 defined by the process disclosed in any embodiment of the present application may be applied to the processor 313 or implemented by the processor 313.
The processor 313 may be an integrated circuit chip having signal processing capabilities. The processor 313 may be a general-purpose processor, including a central processing unit (Central Processing Unit, CPU), a network processor (Network Processor, NP), etc.; but also digital signal processors (digital signal processor, DSP for short), application specific integrated circuits (Application Specific Integrated Circuit, ASIC for short), field Programmable Gate Arrays (FPGA) or other programmable logic devices, discrete gate or transistor logic devices, discrete hardware components. The disclosed methods, steps, and logic blocks in the embodiments of the present application may be implemented or performed. A general purpose processor may be a microprocessor or the processor may be any conventional processor or the like.
The peripheral interface 314 couples various input/output devices to the processor 313 and the memory 311. In some embodiments, the peripheral interface 314, the processor 313, and the memory controller 312 may be implemented in a single chip. In other examples, they may be implemented by separate chips.
The input/output unit 315 is used for providing input data to a user. The input/output unit 315 may be, but is not limited to, a mouse, a keyboard, and the like.
The display unit 316 provides an interactive interface (e.g., a user interface) between the electronic device 300 and a user for reference. In this embodiment, the display unit 316 may be a liquid crystal display or a touch display. The liquid crystal display or the touch display may display a process of executing the program by the processor.
The electronic device 300 in the present embodiment may be used to perform each step in each method provided in the embodiments of the present application.
Furthermore, the embodiments of the present application also provide a computer readable storage medium, on which a computer program is stored, which when being executed by a processor performs the steps in the above-described method embodiments.
The computer program product of the above method provided in the embodiments of the present application includes a computer readable storage medium storing a program code, where instructions included in the program code may be used to perform steps in the above method embodiment, and specifically, reference may be made to the above method embodiment, which is not described herein.
In the embodiments provided in the present application, it should be understood that the disclosed apparatus and method may be implemented in other manners. The above-described apparatus embodiments are merely illustrative, and the division of the modules is merely a logical function division, and there may be additional divisions when actually implemented, and for example, multiple units or components may be combined or integrated into another system, or some features may be omitted or not performed. Alternatively, the coupling or direct coupling or communication connection shown or discussed with each other may be through some communication interface, device or unit indirect coupling or communication connection, which may be in electrical, mechanical or other form. The functional modules in the embodiments of the present application may be integrated together to form a single part, or each module may exist alone, or two or more modules may be integrated to form a single part.
It should be noted that the functions, if implemented in the form of software functional modules and sold or used as a stand-alone product, may be stored in a computer-readable storage medium. Based on such understanding, the technical solution of the present application may be embodied essentially or in a part contributing to the prior art or in a part of the technical solution, in the form of a software product stored in a storage medium, including several instructions for causing a computer device (which may be a personal computer, a server, or a network device, etc.) to perform all or part of the steps of the methods described in the embodiments of the present application. And the aforementioned storage medium includes: a U-disk, a removable hard disk, a Read-Only Memory (ROM) random access Memory (Random Access Memory, RAM), a magnetic disk, or an optical disk, or other various media capable of storing program codes.
In this document, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions.
The foregoing is merely exemplary embodiments of the present application and is not intended to limit the scope of the present application, and various modifications and variations may be suggested to one skilled in the art. Any modification, equivalent replacement, improvement, etc. made within the spirit and principles of the present application should be included in the protection scope of the present application.
Claims (10)
1. A method of determining an advertising party, the method comprising:
prioritizing the types of advertisement channels put in by the users to obtain a priority ranking result; wherein the advertisement channel types include: an advertisement delivery class, a ground pushing class, and a marketing campaign class;
based on the priority ordering result, external channel attribution is carried out on the advertisement channels reached by the user, and the delivery type of the advertisement channels is obtained;
and based on the putting type of the advertisement channel, attributing media in the channel to the advertisement channel reached by the user, and obtaining a putting owner of the advertisement channel.
2. The method of claim 1, wherein the advertisement delivery class comprises: information flow advertisements, CPA settlement advertisements, search advertisements, and application store advertisements; the ground pushing class comprises: promoting advertisements by offline personnel; the marketing campaign class includes: and sharing the link advertisement.
3. The method of claim 1, wherein prioritizing the advertisement channel types delivered by the user to obtain a prioritized result comprises:
determining a ground pushing class in the advertisement channel type as a high priority;
and determining the advertisement putting type and the marketing activity type in the advertisement channel type as low priority to obtain a priority ordering result.
4. The method of claim 1, wherein the external channel attribution is performed on the advertisement channels reached by the user based on the prioritized results, and the obtaining the delivery type of the advertisement channels comprises:
based on the priority ordering result, judging the corresponding priority of the advertisement channel reached by the user;
if the advertisement channel reached by the user is judged to belong to the high priority, determining the type of the advertisement channel with the high priority as ground pushing;
if the advertisement channel reached by the user is judged to belong to the low priority, the last attribution and the retrospective attribution are carried out on the advertisement channel reached by the user, so that the type of the low priority advertisement channel is obtained.
5. The method of claim 4, wherein the last attribution and retrospective attribution of advertising channels reached by the user to obtain a type of impression of the low priority advertising channel comprises:
Last attribution is carried out on the advertisement channel reached by the user so as to determine the type of the advertisement channel reached by the user last time or effectively as the initial delivery type corresponding to the low-priority advertisement channel;
and tracing and attributing the initial delivery type corresponding to the advertisement delivery type in the low-priority advertisement channel so as to trace forward the time of installing the advertisement channel delivery platform by a user to the advertisement channel type effectively reached within a preset time, and determining the advertisement channel type as the delivery type of the low-priority advertisement channel.
6. The method of claim 1, wherein the in-channel media attribution is performed on the advertisement channel reached by the user based on the delivery type of the advertisement channel, and the obtaining the delivery owner of the advertisement channel comprises:
based on the release type of the advertisement channel, judging the corresponding advertisement channel type of the advertisement channel reached by the user;
if the advertisement channel type belongs to the advertisement putting type, determining a putting owner of the advertisement channel as an effectively-reached advertisement channel putting party;
if the advertisement channel type belongs to the ground pushing type, determining a delivery owner of the advertisement channel as a popularization delivery party;
And if the advertisement channel type belongs to the marketing campaign class, determining the delivery owner of the advertisement channel as an application program carrying an advertisement link.
7. The method of any of claims 1-6, wherein the active touchdown comprises: effective exposure, effective playing and clicking; the effective exposure includes an exposure lasting an exposure time of 3 seconds or more; the active play includes a play lasting for a play duration of more than 3 seconds.
8. An advertisement dispenser determining apparatus, the apparatus comprising:
the priority classification module is used for carrying out priority classification on the types of advertisement channels put into users to obtain a priority ordering result; wherein the advertisement channel types include: advertisement delivery class, ground pushing class, marketing activity class;
the external attribution module is used for attributing external channels to the advertisement channels reached by the user based on the priority ordering result, and obtaining the delivery type of the advertisement channels;
and the internal attribution module is used for attributing media in the channel to the advertisement channel reached by the user based on the throwing type of the advertisement channel, and obtaining a throwing owner of the advertisement channel.
9. An electronic device, comprising: a processor, a memory storing machine-readable instructions executable by the processor, which when executed by the processor perform the steps of the method of any of claims 1 to 7 when the electronic device is run.
10. A computer-readable storage medium, characterized in that it has stored thereon a computer program which, when executed by a processor, performs the steps of the method according to any of claims 1 to 7.
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
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| CN116402553A (en) * | 2023-06-07 | 2023-07-07 | 江西时刻互动科技股份有限公司 | Advertisement effect evaluation method, device and readable storage medium |
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| Publication number | Priority date | Publication date | Assignee | Title |
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| CN116402553A (en) * | 2023-06-07 | 2023-07-07 | 江西时刻互动科技股份有限公司 | Advertisement effect evaluation method, device and readable storage medium |
| CN116402553B (en) * | 2023-06-07 | 2023-08-18 | 江西时刻互动科技股份有限公司 | Advertisement effect evaluation method, device and readable storage medium |
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