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WO2018161953A1 - Procédé, dispositif, système et support de stockage permettant de traiter un contenu promotionnel - Google Patents

Procédé, dispositif, système et support de stockage permettant de traiter un contenu promotionnel Download PDF

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Publication number
WO2018161953A1
WO2018161953A1 PCT/CN2018/078559 CN2018078559W WO2018161953A1 WO 2018161953 A1 WO2018161953 A1 WO 2018161953A1 CN 2018078559 W CN2018078559 W CN 2018078559W WO 2018161953 A1 WO2018161953 A1 WO 2018161953A1
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WIPO (PCT)
Prior art keywords
order
client
media content
promotion
publisher
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Ceased
Application number
PCT/CN2018/078559
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English (en)
Chinese (zh)
Inventor
周彬
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Tencent Technology Shenzhen Co Ltd
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Tencent Technology Shenzhen Co Ltd
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Filing date
Publication date
Application filed by Tencent Technology Shenzhen Co Ltd filed Critical Tencent Technology Shenzhen Co Ltd
Publication of WO2018161953A1 publication Critical patent/WO2018161953A1/fr
Anticipated expiration legal-status Critical
Ceased legal-status Critical Current

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    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0249—Advertisements based upon budgets or funds
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00—Information and communication technology [ICT] specially adapted for implementation of business processes of specific business sectors, e.g. utilities or tourism
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00—Information and communication technology [ICT] specially adapted for implementation of business processes of specific business sectors, e.g. utilities or tourism
    • G06Q50/01—Social networking
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/266—Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
    • H04N21/2668—Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data

Definitions

  • the present application relates to the field of Internet technologies, and in particular, to a method and an apparatus for processing promotional content, a method and apparatus for distributing media content, a media content publishing system, and a storage medium.
  • the application provides a method for processing promotional content, which is applied to a demand side platform, and the method includes: receiving a promotional content material uploaded by a demanding client; generating an order corresponding to the promotional content material; and responding to the publisher client Selecting the order, sending the order to the publisher client; receiving media content uploaded by the publisher client and the order, the media content being the publisher client browsing the promotion content Creating the media content and the order to the demanding party client; determining, in response to the confirmation operation performed by the demanding client client after browsing the media content, determining that the media content is related to the order Union.
  • the application further provides a media content publishing method, which is applied to a publisher client, the method comprising: selecting an order from a plurality of orders provided by the demand side platform DSP, the order including information for promoting the content material; Receiving, by the DSP, the selected order; extracting the promotional content material according to the information of the promotional content material; browsing the promotional content material and creating a media content including the promotional content material; and the media content and the The order is uploaded to the DSP; the media content and the order are posted to the media content server in response to a message from the DSP indicating that the demanding client audits the passage of media content.
  • the application further provides a processing device for promoting content, the device comprising a processor and a memory, the memory storing computer readable instructions, when executing the instruction, the processor is configured to: receive a demand client upload Promoting the content material; generating an order corresponding to the promotional content material; transmitting the order to the publisher client in response to the publisher client's selection of the order; receiving the media uploaded by the publisher client Content and the order, the media content being created by the publisher client by browsing the promotional content material; providing the media content and the order to the demanding client; in response to the demand side A confirmation operation performed after the client browses the media content, determining that the media content is associated with the order.
  • the present application also provides a media content distribution apparatus, the apparatus comprising a processor and a memory, the memory storing computer readable instructions, when executed, the processor is configured to: provide from a demand side platform DSP Selecting an order from the plurality of orders, the order includes information for promoting the content material; receiving the selected order from the DSP; extracting the promotional content material according to the information of the promotional content material; browsing the promotion Content material and creating media content including the promotional content material; uploading the media content and the order to the DSP; in response to a message from the DSP indicating that the demanding client audits media content passage, Publishing the media content and the order to a media content server.
  • DSP Demand side platform
  • the application further provides a media content publishing system, the system comprising: a demand side client, a demand side platform DSP, a publisher client and a media content server, wherein the demand side client uploads the promotion content material to the office
  • the DSP receives the promotional content material uploaded by the demanding client; generates an order corresponding to the promotional content material; and responds to the publisher client's selection of the order, the order Sending to the publisher client; receiving media content uploaded by the publisher client and the order; providing the media content and the order to the demanding client; the publisher client, from the Selecting an order from the plurality of orders provided by the DSP, wherein the order includes information of the promotional content material; receiving the selected order from the DSP; and extracting the promotion according to the information of the promotional content material a content material; browsing the promotional content material and creating media content including the promotional content material; the media content and the order Passing to the DSP; the demanding client further receiving the media content and the order from the DSP, and performing a confirmation operation when reviewing the passage of the media content; the
  • Embodiments of the present application also provide a computer readable storage medium storing computer readable instructions that cause a processor to perform the methods of the various embodiments.
  • FIG. 1 is a schematic structural diagram of a system involved in the present application.
  • 2A is a flowchart of a method according to an example of the present application.
  • 2B is a flowchart of a method according to another example of the present application.
  • FIG. 3 is a flow chart of a method according to another example of the present application.
  • FIG. 4 is a message interaction diagram of a promotion content processing and media content distribution according to the present application.
  • Figure 5 is a structural diagram of an apparatus according to an example of the present application.
  • FIG. 6 is a structural diagram of a device according to another example of the present application.
  • FIG. 7 is a structural diagram of a device according to an example of the present application.
  • the present application proposes a method for distributing media content, which can be applied to the system architecture shown in FIG. 1.
  • the system architecture includes: a demand side client 101, a promotion content delivery platform 102, a publisher client 103, a media content server 104, and a target user client 105.
  • the promotion content delivery platform 102 includes a demand side platform. (Demand-Side Platform, DSP), data server and promotion engine, the demand side client 101, the promotion content delivery platform 102, the publisher client 103, the media content server 104, and the target user client 105 can communicate via the Internet 106.
  • DSP Demand-Side Platform
  • the demand side client 101 can select the promotion type DSP, upload the promotion content (such as pictures, videos, etc.) material to the DSP of the promotion content delivery platform 102, and set its promotion target at the same time, and the DSP receives the promotion content material. And according to the above promotion target and other information to form an order for the corresponding promotion content, and save to the data server.
  • the promotion type may include: pre-patch, post-patch or pause, etc., and may also include a mutual-selection promotion type, wherein the mutual-selection promotion type represents a demand-side client providing a promotion content and a publisher providing a media content.
  • the client can select each other on the DSP to provide the target user with the media content containing the promotion content, and the demand side client can find the suitable promotion for the promotion according to the content provided by the two parties and the promotion target of the demand side through the DSP.
  • the media content of the content the publisher client can also find promotional content suitable for its media content. Promotion goals can include: booking volume (or booking exposure or booking traffic), budget, and user targeting.
  • the publisher client 103 searches for a suitable order in the data server of the promotion content delivery platform 102, and edits the media content (eg, public article, news article, etc.) in conjunction with the promotional content material associated with the order.
  • the media content is associated with the order, and the media content is uploaded to the DSP, and after being approved by the demanding client, the media content is sent to the media content server 104 for publishing.
  • the target user client 105 browses the media content by accessing the media content server 104, wherein the media content server 104 can be a server such as WeChat, a server from a media platform, a news server such as Tencent or today's headline, a video server, etc.
  • the media content server 104 reports the information (such as order ID, order orientation information, etc.) of the order associated with the media content browsed by the target user client 105 to the promotion engine, and the promotion engine sends the information of the order to the data server for performing.
  • the statistics of the exposure data of the promotion content are examples of the exposure data of the promotion content.
  • the system architecture shown in FIG. 1 may be a system architecture for implementing Internet advertisement delivery.
  • the promotion content delivery platform 102 may be an advertisement delivery platform, and the demand side may be an advertiser.
  • the publisher can use the media content application client (such as WeChat client, news client of Tencent/Today headline, etc., video client, etc.) to be on the media content display platform (such as WeChat public).
  • Platform, news platform publish a media content (such as an article or a video) to introduce the promotion content of the demand side (such as a store or a commodity), such as the introduction of an article in the WeChat public account from the media to introduce the advertisement Main store or a certain item.
  • a media content such as an article or a video
  • the promotion content of the demand side such as a store or a commodity
  • the present application proposes a processing method for promoting content, which can be applied to the DSP of the promotion content delivery platform 102. As shown in FIG. 2A, the method includes:
  • Step 201A Receive the promotional content material uploaded by the demanding client.
  • the promotional content material may be a picture, a text, or a video.
  • Step 202A Receive a promotion target parameter set by the demand side client.
  • the promotion target parameters include a predetermined exposure amount, a budget, and a user orientation.
  • the promotion content material is a video
  • the promotion target can be set as follows: 1) the subscription exposure is 10W VV (Video View), and the budget is: the video 10W VV playback costs up to 1500 yuan. 3.
  • the video content is content related to Shanghai tourism.
  • the promotional content material is reviewed; when the promotional content material passes the review, the step of receiving the promotion target parameter set by the demanding client is performed; When the promotional content material fails to pass the review, the review result is fed back to the demanding client or the demanding client is notified to re-upload the promotional content material.
  • the DSP reviews the format and content of the promotional content material. If the promotional content material meets the requirements, the DSP puts it into the material library in the DSP for saving, and executes and receives the demand side client. The step of setting the promotion target parameter; if the content material that does not meet the requirements is not approved, the DSP will feedback the result of the review to the demanding client or notify the client of the demand side, and the client of the demand side can select Re-upload the promotional content material again.
  • Step 203A Generate an order corresponding to the promotion content material according to the promotion content material and the promotion target parameter, where the order includes the promotion target parameter and the information of the promotion content material.
  • the promotion target parameter is reviewed; when the promotion target is accurate, the order is reviewed, and the promotion content material and the promotion target parameter are executed according to the Generating an order step corresponding to the promotional content material; when the promotion target is inaccurate, the order cannot pass the audit, and feedback the audit result to the demand side client or notify the demand side client to reset The promotion target parameter.
  • the DSP reviews the tourism-oriented information set by the demand-side client, and checks whether the uploaded promotional content material is a tourism class, thereby determining whether the orientation information is accurate. And whether the DSP matches the budget set by the demand side client with the information such as the reserved broadcast amount set by the demander.
  • the status of the order can be divided into a status to be audited, an auditing, an auditing pass status, and an audit fail status.
  • the DSP assigns the audited status order to each promotion type and saves it to the corresponding data server.
  • the promotion type selected by the demand side client is further received; when the promotion type is a mutual selection promotion class, the generated order is generated. It is saved in a data server accessible by the publisher client for selection by the publisher client.
  • Step 204A In response to the publisher client's selection of the order, the order is sent to the publisher client to cause the publisher client to browse the promotional content material and create media content.
  • the DSP provides a first page for the publisher client, where the first page displays information of a plurality of orders; wherein, in response to the publisher client, one of the first pages
  • the order selection operation sends the order to the publisher client.
  • the publisher client selects an order
  • the information of the order is recorded in the data of the selected order of the publisher client; after the publisher client logs in, the release is obtained.
  • the client has selected the data of the order and extracts each order selected by the publisher client according to the information of each order therein; according to the extracted promotion target parameters in each order selected by the publisher client, In the order that has been created by each demanding client, an order matching the promotion target parameter in each order selected by the publisher client is determined and used as an order that can be recommended to the publisher client; Information of a plurality of orders that can be recommended to the publisher client is displayed in the first page.
  • the DSP determines, according to the registration information of the publisher client in the DSP and the history of the order, the order that can be recommended to the publisher, and then can be accessed on the page accessed by the publisher client (such as the first page mentioned above, which may be published).
  • the user login page can also be a page selected after the publisher logs in.
  • the order recommended to the publisher is displayed, so that the publisher can more conveniently determine his own order plan according to his actual situation, for example: making it faster. Find the right order.
  • the DSP is based on the registration information of the publisher client in the DSP (publisher's user registration information) and the order history (related information of the order that the publisher has selected), such as the placement date of the selected order, Information such as the media content price setting, and the promotion order corresponding to the corresponding demand side is displayed on the page accessed by the publisher client.
  • the media can compare the exposure amount of the order that has been selected by the media with the booked exposure set by the advertiser. If the exposure of the selected order is less than the booked exposure amount, the media content price can be set from the media. Is part of the order budget, or set the media content price from the media to be the same as the advertiser’s budget.
  • the media receives a corresponding portion of the advertiser’s budget. can.
  • the publisher client can determine the time required to complete the media content and the publisher client itself can actually complete the information according to the relevant information in the order and its actual situation, such as the demand side client of the order description.
  • the publisher client can also make a similar selection based on the relevant information in the order and its own situation, so as to get its order scheduling plan.
  • the DSP takes the order parameters, such as the delivery date, budget settings, and the like, with the current publisher client.
  • Historical and historical order information (such as the orientation information in the historical order indicates that the promotion content is tourism, etc.), comprehensively match, determine the preferred order suitable for the current publisher client from the order library, and in the publisher client The above preferred order is displayed on the accessed page (ie the first page) to enable the publisher to find the appropriate order faster.
  • the DSP can obtain the registered user information and extract its order history record, according to the orientation information in the order that it has selected, such as the orientation information indicating that the promotion content is tourism.
  • the DSP first selects the travel order from the order library; then according to the placement date of the selected order, selects the order that is suitable for the current publisher client, and so on, according to the order library.
  • the budget information is used to filter the order suitable for the current publisher client, that is, the information of the current order client's order history and historical order is comprehensively matched with the parameters of any order in the order library, and the order library is determined to be suitable for the current release. Preferred order for the client.
  • Step 205A Receive information of the media content uploaded by the publisher client and information of the order, and the media content includes the promotional content material.
  • the DSP after receiving the media content uploaded by the publisher client and associated with the order, notifies the demanding client to review the media content; when the demander confirms that the media content meets its requirements, Then, the media content passes the audit; otherwise, the media content cannot pass the audit, and the DSP notifies the publisher client to modify the media content.
  • the information of the media content may refer to a link address (URL) of the media content.
  • the publisher is self-media
  • the promotion content of the demand side is a video
  • the video content relates to Shanghai tourism
  • the requirement is that the type of media from the media is tourism, and the traffic is mainly concentrated in Shanghai.
  • the media client searches for the promotion order of the demander, and writes a Shanghai travel strategy in combination with its video.
  • it uploads to the DSP, and the DSP notifies the demanding client to the media content.
  • Conduct an audit including reviewing articles written from the media to see if the content written is closely related to the video, whether the video appears to be sufficiently native, and includes reviewing the type of media, traffic, and other information. If the article written by the media can meet the requirements of the demanding party, the article passes the review. Otherwise, the article cannot pass the review.
  • the DSP notifies the media client to modify the media content.
  • Step 206A Provide information of the media content and information of the order to the demanding client, so that the demanding client browses the media content.
  • the DSP after receiving the information of the media content uploaded by the publisher client and the information of the order, notifies the demanding client to review the media content; wherein, when When the media content is approved, the demanding client sends the confirmation operation; when the media content fails to pass the review, the demanding client feeds back the audit result; in response to the demand side client feedback As a result of the review, the audit result is sent to the publisher client or the publisher client is notified to re-upload the media content.
  • the providing the information of the media content and the information of the order to the demanding client comprises: providing a second page for the demanding client, where the second page is displayed Information of the media content and information of the order; wherein, in response to the confirmation operation of the demanding client in the second page, determining that the media content is associated with the order, and further Adding information of the media content to the order.
  • Step 207A Determine that the media content is associated with the order in response to the confirmation operation of the demanding client.
  • the DSP determines that the media content is associated with the order, and may add a link address (URL) of the media content to an order parameter to become another attribute of the order, thereby establishing media content and an order.
  • a link address (URL) of the media content to an order parameter to become another attribute of the order, thereby establishing media content and an order.
  • the relationship between the two may be used to determine that the media content is associated with the order, and may add a link address (URL) of the media content to an order parameter to become another attribute of the order, thereby establishing media content and an order.
  • both the demand side client and the publisher client can select each other on the DSP of the promotion content delivery platform, and the publisher adds the media content formed by the promotion content of the demand side, so that the demand side promotes The content is more original, improving the push effect of the promotion content of the demand side and improving the user's viewing experience.
  • the present application also proposes a processing method for promoting content, which can be applied to the DSP of the promotion content delivery platform 102. As shown in FIG. 2B, the method includes:
  • Step 201B Receive the promotional content material uploaded by the demanding client.
  • Step 202B Generate an order corresponding to the promotional content material.
  • Step 203B In response to the publisher client's selection of the order, the order is sent to the publisher client.
  • Step 204B Receive media content uploaded by the publisher client and the order, where the media content is created by the publisher client by browsing the promotional content material.
  • Step 205B Provide the media content and the order to the demanding client.
  • Step 206B Determine that the media content is associated with the order in response to a confirmation operation made by the demanding client after browsing the media content.
  • steps 201A-207A For the specific implementation principle of each step in FIG. 2B, refer to steps 201A-207A, and details are not described herein again.
  • the present application also provides a media content publishing method, which can be applied to a publisher client. As shown in FIG. 3, the method includes:
  • Step 301 Select an order from a plurality of orders provided by the demand side platform DSP, where the order includes information for promoting the content material.
  • the publisher client accesses a first page provided by the DSP, the first page exhibiting a plurality of orders; wherein, in the first page, an order is selected from the plurality of orders Wherein the order is downloaded from the DSP in response to selection of the order.
  • the publisher client selects an order whose promotion target parameter matches the media content that it wants to create based on the promotion target parameter in each order provided by the DSP.
  • the content of the order is downloaded from the DSP, including the promotion target setting information such as the URL of the promotion content material, the order ID, the order orientation, the budget, and the number of times the video is played.
  • the promotion target setting information such as the URL of the promotion content material, the order ID, the order orientation, the budget, and the number of times the video is played.
  • Step 302 Receive the selected order from the DSP.
  • Step 303 Pull the promotional content material according to the information of the promotion content material.
  • Step 304 Browse the promotional content material and create media content including the promotional content material.
  • Step 305 Upload the media content and the order to the DSP.
  • Step 306 Publish the media content and the information of the order to the media content server in response to a message from the DSP indicating that the demanding client audits the passage of the media content.
  • the publisher client uploads the completed media content to the DSP in the promotion content delivery platform, and after receiving the DSP to notify the demanding client to pass the review, the publisher client sends the media content to the media content. And a server, to display the media content, so that the target user can view the promotion content, and complete exposure of the promotion content.
  • the media content in response to a message from the DSP indicating that the demanding client audit fails, the media content is edited and the information of the media content and the information of the order are re-uploaded.
  • FIG. 4 shows an interaction diagram of the promotion content processing and the media content distribution method proposed by the present application.
  • the promotion content delivery platform 102 is an advertisement delivery platform
  • the demand side client 101 is an advertiser client
  • the promotion content is an advertisement
  • the publisher client 103 is a self-media client.
  • the method for distributing media content includes the following steps:
  • Step 401 When the advertiser wants to publish an advertisement and create an order on the DSP through the advertiser client, the webpage provided by the DSP can upload the creative and set various parameters of the advertisement order, including: selecting an advertisement slot, the advertisement slot On behalf of the above promotion types, it may be a mutual selection advertisement, a pre-roll advertisement, a post-roll advertisement, etc., and also set an advertisement delivery target, which represents the above-mentioned promotion target, such as a predetermined broadcast amount (or a predetermined exposure amount), a budget, User targeting, etc., while the advertiser uploads the creative (such as a video clip file) to the DSP through the advertiser client.
  • the advertisement delivery target which represents the above-mentioned promotion target, such as a predetermined broadcast amount (or a predetermined exposure amount), a budget, User targeting, etc.
  • Step 402 The DSP reviews the format, content, and the like of the creative uploaded by the advertiser. If the review is passed, the process proceeds to step 403. Otherwise, the audit result is fed back to the advertiser, or the process returns to step 401 to allow the advertiser to re-upload the creative.
  • Step 403 The DSP saves the above creative and obtains its link address, and pulls various parameters of the advertisement order set by the advertiser to form an advertisement order.
  • each insertion order has an order ID, and describes the above advertisement position and delivery. Target, creative link address, and more.
  • the DSP maintains a library of creatives that hold the creative in this creative library.
  • Step 404 The DSP reviews the order parameters, such as the advertisement delivery target, and verifies whether the information such as the delivery target meets the requirements. If the order passes the review, step 405 is performed; otherwise, the feedback result is sent to the advertiser client, or Returning to step 401, the advertiser client is notified to reset the order parameters.
  • Step 405 The DSP may store each advertisement order separately according to the difference of the advertisement space and record the audit status of the order.
  • the DSP can filter out the advertising orders corresponding to the cross-selected advertisements and pass the review, and perform the following processing on each of the filtered advertising orders.
  • the insertion order is delivered in other ways. For example, for the pre-rolled insertion order, it is processed according to the video pre-roll advertisement delivery process.
  • Step 406 The DSP saves the filtered advertisement order in the data server open to the self media, so that the advertisement order of the mutual selection advertisement is visible to the media client for selection.
  • Step 407 Search for an appropriate advertisement order of the mutually-selected advertisement from the data server of the DSP from the media client.
  • the media client can access the page provided by the DSP, and the page lists the information of the advertisement order of each of the mutually selected advertisements, and the media client can browse the information of each advertisement order (such as the delivery target, the bid, the content description, etc.).
  • Step 408 After finding the appropriate advertisement order, obtain the link address (URL) of the advertisement order and the creative from the DSP from the media client.
  • URL link address
  • Step 409 Edit the media content to be published from the media client.
  • the creative may be pulled according to the URL of the creative (such as watching an advertisement video or a picture) so that the self media can browse the creative, and then can be combined.
  • the above creatives are used to create media content, including the URL of the creative in the media content (such as embedding the URL of the creative into the page of the media content), or adding a description about the content of the advertisement to the media content, such as:
  • the media includes a video and/or image from a restaurant or hotel provided by an advertiser in the WeChat public article.
  • Step 410 After forming the final media content to be released, send the URL of the media content and the obtained information of the advertisement order to the DSP, and the DSP may determine the corresponding advertiser client according to the advertisement order ID, and notify the advertiser client. End access to the page provided by the DSP to review articles uploaded from the media.
  • Step 411 The advertiser client reviews the media content on the page provided by the DSP. If the audit fails, the DSP may feed back the audit result to the self media client, and may also notify the self media client from the media client. Modify or rewrite media content. If the review is passed, step 412 is performed.
  • Step 412 The DSP determines to associate the media content with the order, such as adding the URL of the media content as one of the parameters of the order.
  • Step 413 The DSP feeds back the audit result to the self-media client, and sends the URL of the media content to the media content server from the media client for publishing.
  • Step 414 The media content server issues the media content.
  • Step 415 The target user browses to the media content provided by the media content server through the target user client, and automatically plays the creative (such as automatically playing the advertisement video) according to the creative URL included in the media content, or responds to the target user.
  • the creative is played by clicking on the creative URL.
  • Step 416 The media content server obtains information about an order associated with the media content according to the URL of the media content.
  • the media content The server reports the information of the order to the promotion engine, and the promotion engine sends the information of the order to the data server to perform exposure calculation of the advertisement video and the like.
  • the media content server reports the information of the order and the orientation information of the target user viewing the creative to the advertisement engine, so that the advertisement engine can proofread the information of the order, such as the orientation information of the proofreading order. See if it matches the target user's orientation information. If it matches, the exposure is valid.
  • the advertisement engine sends the order information to the data server to calculate the exposure amount of the advertisement video, etc.; if the order orientation information ( If the targeting information of the target user (such as targeting Beijing) does not match, the exposure is invalid, and the advertising engine does not send the information of the order to the data server for statistics.
  • Step 417 The data server performs settlement processing with the advertiser according to the calculated exposure amount. Specifically, the exposure amount of the advertisement video can be compared with the exposure setting target value in the insertion order, and the amount payable by the advertiser is determined according to the settlement rule set in the insertion order. For example, if the exposure reaches the advertiser's exposure setting target value, it can be determined that the self-media can charge the advertiser the full fee, and if not, it is determined that the self-media can be proportionally charged to the advertiser.
  • the present application further provides a processing device for promoting content, and the device is applicable to the above-mentioned demand side platform DSP, wherein the demand side platform may be one server or several A server cluster consisting of servers or a cloud computing service center.
  • the apparatus 500 includes:
  • the first receiving module 501 receives the promotional content material uploaded by the demanding client.
  • the second receiving module 502 receives the promotion target parameter set by the demand side client.
  • the generating module 503 is configured to generate an order corresponding to the promotional content material according to the promotion content material and the promotion target parameter, where the order includes the promotion target parameter and the information of the promotion content material.
  • the first sending module 504 sends the information of the order and its corresponding promotional content material to the publisher client in response to the publisher client's selection of the order, so that the publisher client browses
  • the promotional content material is created and the media content is created.
  • the third receiving module 505 receives information about the media content uploaded by the publisher client and information of the order, and the media content includes information of the promotional content material.
  • the first providing module 506 provides the information of the media content and the information of the order to the demanding client, so that the demanding client browses the media content.
  • the determining module 507 determines that the media content is associated with the order in response to the confirmation operation of the demanding client.
  • the apparatus 500 further includes a first auditing module 508, after the first receiving module 501 receives the promotional content material, the first reviewing module 508 reviews the promotional content material; When the promotional content material passes the review, the first review module 508 triggers the generating module 503 to perform subsequent processing; when the promotional content material fails to pass the review, the first review module 508 sends the first-party auditing module 508 to the demanding client. End the feedback review result or notify the demanding client to re-upload the promotional content material.
  • the apparatus 500 further includes a second auditing module 509, after the generating module 503 generates the order, the second auditing module 509 reviews the promotion target parameter; when the promotion target Accurately, when the order passes the audit, the second auditing module triggers the first sending module 504 to perform subsequent processing; when the promotion target is inaccurate, and the order cannot pass the audit, the second auditing module 509 Returning the audit result to the demand side client or notifying the demand side client to reset the promotion target parameter.
  • the second auditing module 509 reviews the promotion target parameter; when the promotion target Accurately, when the order passes the audit, the second auditing module triggers the first sending module 504 to perform subsequent processing; when the promotion target is inaccurate, and the order cannot pass the audit, the second auditing module 509 Returning the audit result to the demand side client or notifying the demand side client to reset the promotion target parameter.
  • the apparatus 500 further includes a second providing module 510, providing a first page for the publisher client, where information of a plurality of orders is displayed in the first page; and a second sending module 511 responding Sending, to the publisher client, the information of the order and its corresponding promotional content material to the publisher client for a selection operation of an order in the first page; wherein the first providing module 506: a second page is provided for the demanding client, where the media content and the information of the order are displayed in the second page; wherein the determining module 507 is responsive to the demanding client Determining an operation in the second page, determining that the media content is associated with the order, and further adding information of the media content to the order.
  • a second providing module 510 providing a first page for the publisher client, where information of a plurality of orders is displayed in the first page
  • a second sending module 511 responding Sending, to the publisher client, the information of the order and its corresponding promotional content material to the publisher client for a selection operation of an order in the first page
  • the apparatus 500 further includes a recording module 512 that, when the publisher client selects an order, records information of the order in the data of the selected order of the publisher client; the extraction module 513, After the publisher client logs in, acquiring data of the selected order of the publisher client and extracting each order selected by the publisher client according to the information of each order therein; the matching module 514, according to the extracted The promotion target parameter in each order that the publisher client has selected, from the orders that have been created by each demanding client, determining that the promotion target parameters in each order selected by the publisher client match The order is used as an order that can be recommended to the publisher client; wherein the second providing module 510 displays information of a plurality of orders that can be recommended to the publisher client in the first page.
  • a recording module 512 that, when the publisher client selects an order, records information of the order in the data of the selected order of the publisher client
  • the extraction module 513 After the publisher client logs in, acquiring data of the selected order of the publisher client and extracting each order selected by the publisher client according
  • the apparatus 500 further includes a notification module 515, a feedback module 516, wherein the notification module 515, after receiving the information of the media content uploaded by the publisher client and the information of the order Notifying the demanding client of the review of the media content; wherein, when the media content is approved, the demanding client issues the confirmation operation; when the media content fails to pass the review, the The demanding client feedbacks the audit result; the feedback module 516, in response to the audit result fed back by the demanding client, sends the audit result to the publisher client or notifies the publisher client Re-upload information about media content.
  • the present application also provides a media content publishing apparatus, the apparatus being applicable to a publisher client, the publisher client being operable on a mobile phone, a PAD (tablet), a laptop portable computer, a desktop On a terminal such as a computer.
  • the apparatus 600 includes:
  • the first selection module 601 selects an order from a plurality of orders provided by the demand side platform DSP.
  • the receiving module 602 receives the selected information of the order and its corresponding promotional content material from the DSP.
  • the pull module 603 pulls the promotional content material for browsing by the publisher according to the information of the promotion content material.
  • a creation module 604 creates media content that includes information of the promotional content material.
  • the uploading module 605 uploads the information of the media content and the information of the order to the DSP for review by the demanding client.
  • the publishing module 606 issues information of the media content and information of the order to the media content server in response to a message from the DSP indicating that the demanding party client has passed the review.
  • the apparatus 600 further includes: an access module 607 that accesses a first page provided by the DSP, wherein the first page displays a plurality of orders; and a second selection module 608 in the first page Selecting an order from the plurality of orders; the downloading module 609, in response to the selection of the order, downloading the order and the information of the corresponding promotional content material from the DSP.
  • the present application further provides a media content publishing system, including at least a demand side client, a demand side platform DSP, a publisher client, and a media content server, wherein the demand side client can run on a mobile phone, a PAD ( On a terminal such as a tablet computer, a laptop portable computer, or a desktop computer, the media content server may be a server, a server cluster composed of a plurality of servers, or a cloud computing service center, the demanding client. End, upload the promotional content material to the DSP and set the promotion target parameters.
  • a demand side client can run on a mobile phone
  • a PAD On a terminal such as a tablet computer, a laptop portable computer, or a desktop computer, the media content server may be a server, a server cluster composed of a plurality of servers, or a cloud computing service center, the demanding client. End, upload the promotional content material to the DSP and set the promotion target parameters.
  • the DSP receives the promotion content material uploaded by the demanding client, receives the promotion target parameter set by the demanding client, and generates and promotes the content according to the promotion content material and the promotion target parameter.
  • the order includes the promotion target parameter and the information of the promotion content material; in response to the publisher client's selection of the order, sending the information of the order and its corresponding promotion content material to The publisher client; receiving information of the media content uploaded by the publisher client and information of the order, the information of the media content including information of the promotional content material; providing information of the media content and The information of the order is given to the demand side client.
  • the publisher client selects an order from a plurality of orders provided by the DSP; receives information of the selected order and its corresponding promotional content material from the DSP; and according to the information of the promotion content material, Pulling the promotional content material for browsing by a publisher; creating media content including information of the promotional content material; uploading information of the media content and information of the order to the DSP.
  • the demanding client further receives information of the media content and information of the order from the DSP, and extracts the media content according to the information of the media content for review by the demanding party, and when the approval is passed Perform a confirmation.
  • the DSP further determines that the media content is associated with the order in response to the confirming operation of the demanding client, and sends a message indicating that the demanding client audits the message to the publisher client.
  • the publisher client further issues the media content and the information of the order to the media content server in response to the message from the DSP indicating that the demanding party client has passed the review.
  • the media content server provides the media content to a target user.
  • the system further includes a promotion engine and a data server, wherein when the target user accesses the promotional content material when accessing the media content, the media content server reports the information of the order And the promotion engine sends the information of the order to the data server; the data server counts the number of exposures of the order according to the received information of the order.
  • the devices and modules in the various examples of the present application may be integrated into one processing unit, or each module may exist physically separately, or two or more devices or modules may be integrated into one unit.
  • the above integrated unit can be implemented in the form of hardware or in the form of a software functional unit.
  • the promotional content processing device and the media content publishing device can be executed in any computing device for data processing and loaded in a memory of the computing device.
  • the computing device includes one or more processors (CPUs) 702, a communication module 704, a memory 706, a user interface 710, and a communication bus 708 for interconnecting these components.
  • the processor 702 can receive and transmit data through the communication module 704 to effect network communication and/or local communication.
  • User interface 710 includes one or more output devices 712 that include one or more speakers and/or one or more visual displays.
  • User interface 710 also includes one or more input devices 714 including, for example, a keyboard, a mouse, a voice command input unit or loudspeaker, a touch screen display, a touch sensitive tablet, a gesture capture camera or other input button or control, and the like.
  • the memory 706 can be a high speed random access memory such as DRAM, SRAM, DDR RAM, or other random access solid state storage device; or a nonvolatile memory such as one or more magnetic disk storage devices, optical disk storage devices, flash memory devices, Or other non-volatile solid-state storage devices.
  • a high speed random access memory such as DRAM, SRAM, DDR RAM, or other random access solid state storage device
  • nonvolatile memory such as one or more magnetic disk storage devices, optical disk storage devices, flash memory devices, Or other non-volatile solid-state storage devices.
  • the memory 706 stores a set of instructions executable by the processor 702, including:
  • An operating system 716 includes a program for processing various basic system services and for performing hardware related tasks
  • the application 718 can include various applications for implementing media data processing, such an application being capable of implementing the processing flow in each of the above examples, such as the device 500 shown in FIG. 5 and/or the device shown in FIG. 600.
  • the device 500 may include the modules 501-507 in the modules 501-516 shown in FIG. 5, the device 500 may further include modules 508-516, and the modules 501-516 may be in the memory 706.
  • the processor 702 can implement the functions of the modules 501 to 516 described above by executing the machine executable instructions in the modules 501 to 516 in the memory 706.
  • the device 600 may include the modules 601-606 in each of the modules 601-609 shown in FIG. 6, the device 600 may further include modules 607-609, and each of the modules 601-609 may be in the memory 706.
  • the processor 702 can implement the functions of the above modules 601 to 609 by executing the machine executable instructions in the modules 601 to 609 in the memory 706.
  • each instance of the present application can be implemented by a data processing program executed by a data processing device such as a computer.
  • the data processing program constitutes the present application.
  • a data processing program that is usually stored in one storage medium is executed by directly reading the program out of the storage medium or by installing or copying the program to a storage device (such as a hard disk and/or a memory) of the data processing device. Therefore, such a storage medium also constitutes the present application.
  • the storage medium can use any type of recording method, such as paper storage medium (such as paper tape, etc.), magnetic storage medium (such as floppy disk, hard disk, flash memory, etc.), optical storage medium (such as CD-ROM, etc.), magneto-optical storage medium ( Such as MO, etc.).
  • the present application also provides a non-volatile storage medium in which is stored a data processing program for performing any of the above-described methods of the present application.

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Abstract

L'invention concerne un procédé, un dispositif et un système de traitement de contenu promotionnel, le procédé consistant à : recevoir des éléments de contenu promotionnel téléchargés par un client côté demande ; recevoir des paramètres cibles promotionnels configurés par le client côté demande ; générer, selon les éléments de contenu promotionnel et les paramètres cibles promotionnels, un ordre correspondant aux éléments de contenu promotionnel, l'ordre comprenant les paramètres cibles promotionnels et des informations des éléments de contenu promotionnel ; en réponse à une sélection par un client d'un éditeur par rapport à l'ordre, envoyer l'ordre au client de l'éditeur ; recevoir un contenu multimédia et des informations d'ordre téléchargées par le client de l'éditeur, le contenu multimédia comprenant des informations des éléments de contenu promotionnel ; fournir les informations de contenu multimédia et d'ordre au client côté demande ; et en réponse à une opération de détermination par le client côté demande, déterminer que le contenu multimédia et l'ordre sont associés.
PCT/CN2018/078559 2017-03-09 2018-03-09 Procédé, dispositif, système et support de stockage permettant de traiter un contenu promotionnel Ceased WO2018161953A1 (fr)

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