CN106228391A - The method and system of monitoring of the advertisement - Google Patents
The method and system of monitoring of the advertisement Download PDFInfo
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- CN106228391A CN106228391A CN201610556203.8A CN201610556203A CN106228391A CN 106228391 A CN106228391 A CN 106228391A CN 201610556203 A CN201610556203 A CN 201610556203A CN 106228391 A CN106228391 A CN 106228391A
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR 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
- G06Q30/0201—Market modelling; Market analysis; Collecting market data
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR 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
- G06Q30/0222—During e-commerce, i.e. online transactions
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR 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
- G06Q30/0251—Targeted advertisements
- G06Q30/0255—Targeted advertisements based on user history
- G06Q30/0256—User search
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR 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
- G06Q30/0277—Online advertisement
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Abstract
The invention discloses method and the monitoring system of a kind of monitoring of the advertisement.Described method includes: implant coupon identification symbol at the advertising campaign page；The reward voucher receiving user terminal obtains request, and sends reward voucher to described user terminal；Obtain the sales data of electricity business's platform；Carry out mating with reward voucher record by electricity business's sales data and obtain reward voucher use data；With reward voucher is used data and monitoring of the advertisement data association.Data analysing method according to the present invention and system, by analysing in depth from advertisement exposure, clicking on, browse, obtain to reward voucher, use, then to the whole process data of merchandise sales, to solve the accuracy problem of effect of advertising assessment.
Description
Technical field
The present invention relates to monitoring of the advertisement field, the monitoring of the advertisement method particularly associated and monitoring of the advertisement system with sales data
System.
Background technology
Along with ecommerce is in the Internet and the sustained and rapid development of mobile Internet, user can be easily by multiple
Terminal approach obtains the popularization activity information of manufacturer, and carry out that reward voucher is got, reward voucher is shared, goods browse, commercial articles ordering,
Commodity are received and corelation behaviour after sale.And then, manufacturer to the generation of ad data, obtain, follow the tracks of, manage, analysis demand is more come
The strongest, the most obvious to the demand obtaining the media exposure of commodity, channel is propagated, purchase converts, it is desirable to from online activity
The demands such as issue, brand promotion, commercial promotions obtain purchasing of user's attitude to brand, the purpose to commodity, and user
Buy interest preference, thus to event promotion, manage, optimization etc. quickly adjusts response.
In prior art, in the Internet and mobile Internet, the method for monitoring of the advertisement is the most in the following way: Xiang Yong
Family pushes and the display advertisement page, is raised the price by advertisement, website is raised the price, it is achieved to advertisement exposure, click and page browsing row
For etc. be monitored, by analyzing the index such as clicking rate, effect of advertising are estimated.
For example, advertisement putting end passes through is that the unique cookie of each user setup is to distinguish use in advertisement
Family.Because the process of whole advertisement putting is all to complete, so user exists in the browser or mobile terminal device of user
Behavior in whole advertisement release process, including browsing which advertisement, clicking on which advertisement, on the page of advertisement putting main body
There is which mutual (such as browses commodity, submits log-on message to), can be closed by cookie and be coupled to same user.
But, the evaluation index in above-mentioned monitoring of the advertisement method is indirect indexes, not direct with final sales data
Association, there is fracture in clicking rate etc., and exposure and click are easily deactivated data interference between data and sales data.Cause
This, to analyze the purchasing behavior of user more accurately, or to analyze advertisement delivery effect further, needs greater amount, more
Complete whole process data collection and analysis, prior art often cannot meet this need only by advertisement browsing data collection
Ask.
Summary of the invention
In view of this, the present invention provides a kind of monitoring of the advertisement method and system, by analysing in depth from advertisement exposure, point
Hit, browse, obtain to reward voucher, use, then the whole process data to merchandise sales, to solve the accuracy of effect of advertising assessment
Problem.
The first aspect of the invention relates to a kind of method of monitoring of the advertisement, including: step 100, at the advertising campaign page
Implantation coupon identification accords with；Step 200, the reward voucher receiving user terminal obtains request, and sends out to described user terminal
Send reward voucher；Step 300, obtains the sales data of electricity business's platform；Step 400, enters electricity business's sales data with reward voucher record
Row coupling obtains reward voucher and uses data；Step 500, uses data and monitoring of the advertisement data association by reward voucher.
Preferably, also include monitoring advertisement exposure, click and navigation patterns.
Preferably, described monitoring of the advertisement data include ad exposure data, click data and navigation patterns data.
Preferably, described reward voucher has the unique mark being associated with described user terminal.
Preferably, described reward voucher associates with phone number.
Preferably, described reward voucher associates with equipment characteristic ID.
The second aspect of the invention relates to the system of a kind of monitoring of the advertisement, including: monitoring of the advertisement module, it is used for obtaining
Take advertisement exposure, click and navigation patterns data；Reward voucher provides module, obtains for receiving the reward voucher of user terminal
Request, and send reward voucher to described user terminal；Sales data extraction module, is used for obtaining electricity business's gondola sales data；Excellent
Favour certificate matching module, obtains reward voucher use data for realizing sales data with associating of reward voucher.
Preferably, described reward voucher has the unique mark being associated with described user terminal.
Preferably, described reward voucher associates with phone number.
Preferably, farther include: data analysis module, reward voucher uses data carry out with monitoring of the advertisement data association
Data analysis.
In the present invention, according to the advertisement exposure got, click on, browse, obtain to reward voucher, use, then to commodity
The whole process data sold, the conversion to advertisement with sale is analyzed, and analyzes browsing custom and disappearing of consumer further
Take preference, for effect of advertising assessment and advertisement putting optimization, there is great reference value, solve driftlessness in network marketing
Throw in the puzzlement brought.
Accompanying drawing explanation
The preferred embodiments of the present invention will be described in detail by referring to accompanying drawing below, and make those of ordinary skill in the art more
Understand the above and other feature and advantage of the present invention, in accompanying drawing:
Fig. 1 shows the schematic diagram of the monitoring of the advertisement method according to the present invention.
Fig. 2 shows the flow chart of monitoring of the advertisement method according to certain embodiments of the present invention.
Fig. 3 shows the schematic diagram of monitoring of the advertisement system according to certain embodiments of the present invention.
Detailed description of the invention
In the following description, a large amount of concrete details is given to provide more thorough understanding of the invention.So
And, it will be apparent to one skilled in the art that the present invention can be able to without these details one or more
Implement.In other example, in order to avoid obscuring with the present invention, technical characteristics more well known in the art are not entered
Line description.
Term " advertisement marketing monitoring analytical tool " in the present invention refers to be absorbed in solution advertiser (manufacturer) in interconnection
In net advertisement release process, web advertisement activity is managed concentratedly, performs, monitors and followed the trail of, it is provided that Monitoring Data and phase
Close report, help advertiser to evaluate and optimize network advertisement effect, the analytical tool of Promoting Media investment repayment.
Term " monitoring of the advertisement " in the present invention is a kind of according to established rule, carries out the behavior such as advertisement exposure, click
Monitoring and the system of statistics.
Term " API " in the present invention refers to application programming interface (Application Programming
Interface), it is some predefined functions, it is therefore an objective to provide application program and developer based on certain software or hard
Part is accessed the ability of one group of routine, and without accessing source code, or understand the details of internal work mechanism.
Term " Cookie " in the present invention refers to that website is in order to distinguish user identity, carry out session tracking and store
Data on user local terminal.
Term " reward voucher " in the present invention refers to electronic coupons, is the electronic form of reward voucher.Refer to various electronics
The sales promotion voucher that media (including the Internet, multimedia message, micro-wepull of flutterring, note, Quick Response Code, picture etc.) make, propagate and use,
It is usually the discernible identification code of system, has the code of unique identification in systems.
Term " equipment characteristic ID " in the present invention refers to describe the characteristic parameter of equipment, and it is the most right with equipment
Should, including equipment condition code, MAC Address, network IP, international mobile subscriber identity MSI, international mobile equipment identification number
IMEI, Electronic Serial Number ESN, MEID etc..Described equipment characteristic ID also includes by integration equipment information, utilizes such as Hash to calculate
The value that the mathematical tools such as method calculate.
Described facility information includes but not limited to the information that arbitrarily can directly obtain of described subscriber equipment, such as described user
Average network speed in the IP address of equipment, the real-time network speed of described subscriber equipment or certain time period, the behaviour of described subscriber equipment
Make systematic name, the operating system version number of described subscriber equipment, the Development Framework title of described subscriber equipment, described user set
Standby Development Framework version number, the system configuration etc. of described subscriber equipment.Particularly, described facility information also includes the hard of equipment
Part information, includes but not limited to the brand of complete machine, model, serial number；Chip brand, model, serial number；Sensor brand, type
Number, serial number；Sensor parameter value, angular velocity, acceleration；Motherboard brand, model, serial number etc..
Described facility information can also include the apparatus characteristic information that can directly obtain of described subscriber equipment；Or pass through
Analysis or statistics to described facility information, with the apparatus characteristic information obtained.Preferably, described apparatus characteristic information include with
Under at least any one:
Regional information corresponding to described subscriber equipment: wherein, described regional information as country, provinces, municipalities and autonomous regions, county,
The administrative regions such as township or concrete longitude and latitude etc., described regional information can be by entering information such as IP, GPS of described subscriber equipment
Row obtains after analyzing, or directly obtains according to the registered place etc. of described subscriber equipment；
Operator's informaiton corresponding to described subscriber equipment: wherein, described operator's informaiton can set according to described user
The information such as standby IP, cell-phone number obtain after being analyzed；
Network speed corresponding to described subscriber equipment: here, described network speed includes but not limited to real-time network speed or average network speed
Deng, described network speed can be added up by described subscriber equipment self, it is also possible to adds up by third-party testing instrument；
System environments corresponding to described subscriber equipment: here, described system environments includes but not limited to operating system name
Title, version number, the title of Development Framework, version number, system configuration etc.；
Presence/the off-line state of described subscriber equipment: the most described subscriber equipment is the most online and/or typically exists
The information such as line time and duration.
Here, those skilled in the art will be understood that the described equipment phase that described subscriber equipment can will be able to directly obtain
Pass information sends to described service equipment, by described service equipment according to described facility information, carries out described apparatus characteristic information
Determination；Additionally, described subscriber equipment can also carry out the determination of described apparatus characteristic information according to described facility information, from
And directly described apparatus characteristic information is sent to described service equipment.
The user in term " user terminal " in the present invention refers to the direct user of product, and user terminal refers to that this makes
The terminal unit of user, it passes through Connection Service device to obtain service.Described user terminal includes but not limited to mobile phone, hand-held electric
Brain, PC, panel computer, intelligent wearable product (such as Apple Watch etc.).
Term " CRM " in the present invention refers to customer relation management (Customer Relationship
Management).Enterprise for improve core competitiveness, utilize corresponding information technology and Internet technology to coordinate enterprise with
Mutual on selling, marketing and service between client, thus promotes its way to manage, provides the personalized of innovation formula to client
Customer interaction and the process of service.Its final goal is to attract new client, reservation frequent customer and transfer existing client to loyalty
Client, increases the market share.As the customer relation management (CRM) of solution (Solution), it has gathered current up-to-date
Information technology, including Internet and ecommerce, multimedia technology, data warehouse and data mining, specialist system and people
Work intelligence, call center etc..Visible, the collection of data, to analyze and excavate be one of the important foundation of CRM.
Fig. 1 is the schematic diagram of the monitoring of the advertisement method of the present invention according to certain specific embodiments of the invention.
First on media advertisement, have the active page that advertiser throws in.Can be obtained by conventional monitoring of the advertisement method
The exposure data of media advertisement and the browsing data of active page.By arranging reward voucher on active page and getting mark (can be
Quick Response Code or insert the modes such as cell-phone number) provide reward voucher, simultaneously obtain reward voucher get record.From consumption platform (such as electricity
Business's platform) place obtain sales data (such as order record) so that obtain reward voucher use data.By this series of link,
Acquisition whole process data, and then analyze navigation patterns and the consumption preferences of consumer, and from advertisement to the conversion funnel of consumption.
As in figure 2 it is shown, the method for monitoring of the advertisement according to a particular embodiment of the invention, including: step 100, in advertisement
Loose-leaf implants coupon identification symbol；Step 200, the reward voucher receiving user terminal obtains request, and to described use
Family terminal sends reward voucher；Step 300, obtains the sales data of electricity business's platform；Step 400, by electricity business's sales data with preferential
Certificate record carries out coupling and obtains reward voucher use data；Step 500, uses data and monitoring of the advertisement data association by reward voucher.
Specifically:
Step 100, implants coupon identification symbol at the advertising campaign page.
It is said that in general, the advertising campaign page implants coupon identification symbol, and show in the user terminal, described user terminal
Can be the computer of user, mobile phone etc., the mode of being particularly shown can be to embed in the page, or pop-up window shows.
Step 200, the reward voucher receiving user terminal obtains request, and sends reward voucher to described user terminal.
User initiates reward voucher acquisition request by clicking on coupon identification symbol to server.Some enforcements in the present invention
In mode, coupon identification symbol be available for user fill in given content (such as: phone number) afterwards confirms initiate reward voucher obtain ask
Ask.
User can also be obtained by barcode scanning, browser, the mode such as share；It should be evident that user can also be on PC
Getting reward voucher, its technology is similar with mobile terminal with in data communication.
Concrete, described preferential acquisition asks to include equipment characteristic ID, facility information, user's use information etc., such as
Phone number, chip number, the IP information of user terminal, for data in OpenID, wechat ID, cookie information and URL
The data that statistics is passed, the network address of such as reward voucher acquisition and time etc..
Server receives preferential after obtaining request, reward voucher provide module and reward voucher is issued to user terminal, described
Reward voucher can be identification code or encrypted sequence, and it has the unique code being associated with described user terminal, by clothes
The algorithm that business device specifies automatically obtains.Concrete, reward voucher can be with phone number, user E-mail address, wechat ID, microblogging account
Number, the association such as equipment characteristic ID.
Step 300, obtains the sales data of electricity business's platform.
User is obtaining reward voucher and after mutually powered-down business's platform is consumed, and can retain reward voucher letter in the sales data of electricity business
Breath.
Concrete, sales data extraction module obtain the sales data of electricity business's platform, and carry from described sales data
Take the coupon information of associated.
Described sales data extraction module has authority or the electricity business's platform obtaining described sales data from described electricity business
Relevant sales data is periodically provided to monitoring of the advertisement side.
Reward voucher can be to set the most especially, for example, certain advertiser service, or services for certain industry alliance.
Therefore it is not absolutely required to whole sales datas with docking of business's sales data of electricity, be not related to the business secret of electricity business.
Step 400, carry out mating with reward voucher record by electricity business's sales data obtain reward voucher use data.
Concrete, reward voucher matching module is previously stored with the coupon information provided, by by itself and sales data
The middle reward voucher used matches, and obtains reward voucher and uses data；Additionally, reward voucher matching module is also previously stored with preferential
Coupon information in the match information of certificate and user, and the sales data gone out based on said extracted determines user identity.
As known to general knowledge, user might not use after getting reward voucher.Therefore meaning of the present invention is from big number
According to angle, provided for advertiser or relevant information party in request future decisions by the behavior probability of counting user colony and to quantify
Reference information.Therefore, determination user identity specifically described herein is not required to as in actual life concrete, and determines that
The point that statistically can identify.In other words, user is exactly that a kind of data convert from media to neck certificate page, uses
Family: media-neck certificate page-neck certificate-consumption, this process is all that valuable data convert funnel, and leads certificate user for advertisement
It is all potential consumers for master, can be used for CRM in the future and respective activity management.Therefore, got through by neck this link of certificate
Advertisement putting media data and final consuming behavior data.
Step 500, uses data and monitoring of the advertisement data association by reward voucher.
Concrete, monitoring of the advertisement module obtain monitoring of the advertisement data, reward voucher is used data and monitoring of the advertisement data
Association carries out data analysis.Described monitoring of the advertisement data include ad exposure data, click data and navigation patterns data.
Preferably, data are acquired by advertisement marketing monitoring analytical tool, follow the trail of and are analyzed by monitoring of the advertisement data.
Had at present a monitoring of the advertisement instrument of many maturations, the Trackmaster of the most smart large science and technology, Sitemaster,
CSRMaster、ConversionMaster、TagAce、SocialMaster、Weirader、VisualMaster；Second hand system
AdMonitor, SiteMonitor and Google Track etc., all can be used in combination with technical scheme,
Thus reward voucher is used data and monitoring of the advertisement data association.
So far, based on above-mentioned whole process data, and then analyze navigation patterns and the consumption preferences of consumer, and from advertisement
To the conversion funnel of consumption, assess effect of advertising, and optimize marketing program.
Fig. 3 shows the system 100 of monitoring of the advertisement according to certain embodiments of the present invention, including: advertisement is supervised
Survey module 110, be used for obtaining advertisement exposure, click and navigation patterns data；Reward voucher provide module 120, for receive from
The reward voucher of user terminal obtains request, and sends reward voucher to described user terminal；Sales data extraction module 130, is used for
Obtain electricity business's gondola sales data；Reward voucher matching module 140, for realizing associating of sales data and reward voucher granting record
Obtain reward voucher and use data.
In certain embodiments of the present invention, associating with reward voucher in sales data is by getting this reward voucher
Phone number is carried out.At some in other embodiment, it is also possible to special by identifying the equipment of user terminal (such as mobile phone)
Levy ID (such as IMEI code) to be associated.
Sales data associates the reward voucher that obtains and uses the data both can directly and other advertisements with reward voucher granting record
Monitoring Data associates further and carries out data analysis, it is also possible to store as packet, for later use.
In certain embodiments of the present invention, described system farther includes: data analysis module 150, by reward voucher
Data and monitoring of the advertisement data association is used to carry out data analysis.Due to monitoring of the advertisement data include equipment characteristic ID,
Cookie etc. can be with the information of user-association, and therefore reward voucher uses data to be easy to just can mate association, then according to need
Data analysis is carried out in each dimension.
By technical scheme, make the fracture between the data of monitoring of the advertisement and sales data up, by one
Data association is got up by the way of simple possible, and the conversion funnel of media advertisement-point-of-sale terminal of painting out, finally embodies data
Maximum value.The most do not lack data, but between data and data cannot UNICOM, form many data lonely
Island.Strong entity oneself exploitation App sets up Data-Link voluntarily, but can not solve the connection between isolated island.The present invention's
Inventor can get through, by simple method, the data that different entities has, it is achieved data value, more meets following shared society
Trend, also save great amount of cost for enterprise, improve data separate efficiency.
The invention is not restricted to above-mentioned embodiment, various change can be carried out in the scope of the inventive concept.The present invention
It is illustrated by above-described embodiment, but it is to be understood that, above-described embodiment is only intended to citing and descriptive purpose,
And be not intended to limit the invention in described scope of embodiments.In addition it will be appreciated by persons skilled in the art that this
Invention is not limited to above-described embodiment, can also make more kinds of variants and modifications according to present invention teach that, these modification
Within all falling within scope of the present invention with amendment.Protection scope of the present invention by the appended claims and
Equivalent scope is defined.
Claims (10)
1. a method for monitoring of the advertisement, including:
Step 100, implants coupon identification symbol at the advertising campaign page；
Step 200, the reward voucher receiving user terminal obtains request, and provides reward voucher to described user terminal；
Step 300, obtains the sales data of electricity business's platform；
Step 400, carry out mating with reward voucher granting record by electricity business's sales data obtain reward voucher use data；
Step 500, uses data and monitoring of the advertisement data association by reward voucher.
2. the method for claim 1, it also includes monitoring advertisement exposure, click and navigation patterns.
The most described monitoring of the advertisement data include ad exposure data, click data and
Navigation patterns data.
The most described reward voucher has the unique mark being associated with described user terminal
Know.
The most described reward voucher associates with phone number.
The most described reward voucher associates with equipment characteristic ID.
7. a system for monitoring of the advertisement, including:
Monitoring of the advertisement module, is used for obtaining advertisement exposure, click and navigation patterns data；
Reward voucher provides module, obtains request for receiving the reward voucher of user terminal, and sends to described user terminal
Reward voucher；
Sales data extraction module, is used for obtaining electricity business's gondola sales data；
Reward voucher matching module, obtains reward voucher use data for realizing sales data with associating of reward voucher granting data.
8. system as claimed in claim 7, wherein, farther includes:
Data analysis module, uses data and monitoring of the advertisement data association to carry out data analysis by reward voucher.
9. system as claimed in claim 7, wherein, described reward voucher has the unique mark being associated with described user terminal
Know.
10. system as claimed in claim 7, wherein, described reward voucher associates with phone number.
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| CN201610556203.8A CN106228391A (en) | 2016-07-14 | 2016-07-14 | The method and system of monitoring of the advertisement |
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| CN109522495B (en) * | 2018-11-21 | 2021-04-06 | 世纪龙信息网络有限责任公司 | Data analysis method and device, computer equipment and storage medium |
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| CN111353795A (en) * | 2018-12-20 | 2020-06-30 | 北京沃东天骏信息技术有限公司 | Advertisement effect measuring method, device, medium and equipment |
| CN110458629A (en) * | 2019-08-19 | 2019-11-15 | 秒针信息技术有限公司 | Advertisement evaluations method, apparatus, server and computer readable storage medium |
| CN111882368A (en) * | 2020-08-11 | 2020-11-03 | 北京云和互动信息技术有限公司 | Online advertisement DPI encryption point burying and transparent transmission tracking method |
| CN111882368B (en) * | 2020-08-11 | 2023-12-05 | 北京云和互动信息技术有限公司 | On-line advertisement DPI encryption buried point and transparent transmission tracking method |
| TWI827208B (en) * | 2022-08-22 | 2023-12-21 | 劉俊宏 | System and method for tracking advertising effectiveness |
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