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Method and system for putting advertisement in real-time bidding system

A technology for advertising delivery and bidding, which is applied in the field of real-time bidding for advertising, can solve problems such as the inability to guarantee the time-consuming consistency of returned advertising data, and achieve the effects of ensuring stability, improving efficiency, and reducing system resource consumption

Active Publication Date: 2017-09-15
HUNAN HAPPLY SUNSHINE INTERACTIVE ENTERTAINMENT MEDIA CO LTD
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

ADX sends DSP requests to multiple DSPs, but it cannot guarantee the consistency of the advertising data returned by each DSP

Method used

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  • Method and system for putting advertisement in real-time bidding system

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Embodiment Construction

[0030] Such as figure 1 , in the RTB process that the present invention proposes, ADX sends bidding DSP request to DSP, mainly comprises the following steps:

[0031] 1. A certain SSP sends an advertisement request r ssp to ADX;

[0032] 2. ADX converts the SSP request into a DSP request according to the RTB protocol dsp ;

[0033] 3. ADX screens out eligible DSPs according to predefined conditions, forms a list of DSPs that can be sent, and performs the following 4~5 operations for each DSP in this list;

[0034] 4. DSP flow control. For the i-th DSPd in ​​the sendable DSP list i , to determine traffic hits. If the traffic hits (i.e. hits the DSP request in step 2), the DSP will be requested d i ; If there is no hit, it will not send to the DSP d i Send DSP request r dsp . The specific judgment method is: set DSP d in ADX i The corresponding flow ratio is p i , if p i =0, do not send request r dsp ; if p i =100, send request r dsp ;Otherwise generate a random ...

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Abstract

The invention discloses a method and system for putting an advertisement in a real-time bidding system. The method comprises the following steps: when an ADX requests DSPs in real time, performing flow control for each DSP, wherein the request of each DSP firstly enters the own queue to asynchronously request the DSP, and each DSP maintains the own connection pool and reuses the connection to complete the DSP request; and when starting to request the DSPs, setting a timeout period, and carrying out a next bidding process when all the DSPs return contents within the timeout period or when the timeout period limit is reached to prevent partial DSPs from causing timeout and delaying bidding. According to the method and system disclosed by the invention, the flow of different DSPs can be effectively controlled, and thus the overall time consumption of a DSP request can be controlled; and each DSP is provided with the own connection pool for connection reuse, the resource consumption of the system can be effectively reduced, and the efficiency of the DSP request can be improved.

Description

technical field [0001] The invention relates to the field of real-time bidding of advertisements, in particular to a method and system for placing advertisements in a real-time bidding system. Background technique [0002] RTB (Real Time Bidding) is a bidding technology that uses third-party technology to evaluate and bid for each user's display behavior on millions of websites or mobile terminals. It is similar to the stock market, where both sellers and buyers trade in one market. The seller connects the advertising traffic to the advertising trading platform through a programmatic method and sets a reserve price. Whenever a user browses the media content page, there is an advertising space in which the advertisement needs to be displayed. At this time, the seller (SSP) exposes the advertisement The opportunity initiates a bidding request to each programmatic buyer (DSP) through the advertising exchange platform (ADX), and each programmatic buyer bids back-to-back based o...

Claims

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Application Information

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IPC IPC(8): H04L12/801H04L12/875H04L12/823G06Q30/02H04L47/32H04L47/56
CPCH04L47/10H04L47/15H04L47/32H04L47/564G06Q30/0275
Inventor 殷伟雄丁玉成田魁孔跃彬
Owner HUNAN HAPPLY SUNSHINE INTERACTIVE ENTERTAINMENT MEDIA CO LTD
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