WO2023160145A1 - 广告投放方法和装置 - Google Patents

广告投放方法和装置 Download PDF

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Publication number
WO2023160145A1
WO2023160145A1 PCT/CN2022/139134 CN2022139134W WO2023160145A1 WO 2023160145 A1 WO2023160145 A1 WO 2023160145A1 CN 2022139134 W CN2022139134 W CN 2022139134W WO 2023160145 A1 WO2023160145 A1 WO 2023160145A1
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WIPO (PCT)
Prior art keywords
advertisement
identifier
terminal device
site
request
Prior art date
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PCT/CN2022/139134
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English (en)
French (fr)
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WO2023160145A9 (zh
Inventor
王星
金有奇
姜明
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华为技术有限公司
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Publication of WO2023160145A1 publication Critical patent/WO2023160145A1/zh
Publication of WO2023160145A9 publication Critical patent/WO2023160145A9/zh

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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
    • 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
    • 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
    • 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

Definitions

  • the present application relates to the field of terminals, in particular to an advertisement delivery method and device.
  • the 5th generation hypertext markup language (hyper text markup language, HTML) (referred to as H5) advertisement in the client application runs in the browser on the terminal device or in the web view (webview) of the client application
  • the client application can generate an identifier (identifier, ID) of the site used to render the H5 page, and send the ID to the ad server when requesting an advertisement from the ad server, but the ad server cannot match the ad based on the ID Therefore, the advertisement cannot be delivered accurately, which leads to the low click-through rate or conversion rate of the advertisement.
  • the present application provides an advertisement delivery method and device, in order to match advertisement information based on site identifiers, so as to realize accurate advertisement delivery.
  • the present application provides an advertisement delivery method, which can be executed by an advertisement delivery system.
  • the method includes: the terminal device sends an advertisement request generated by the terminal device to the advertisement server, the advertisement request includes a first site identifier, the first site identifier is used to identify the site, the site is used to present the H5 page, and the advertisement request is used to request Obtain one or more advertisements; the advertisement server determines the first device identifier corresponding to the terminal device according to the received advertisement request, and the first device identifier is used to identify the terminal device; the advertisement server returns to the terminal device based on the first device identifier to place on the H5 page advertisment.
  • the advertisement server can determine the first device identifier corresponding to the first site identifier based on the pre-stored correspondence between the site identifier and the device identifier, and then send The terminal device returns the advertisement placed on the H5 page, so that the precise placement of the advertisement can be realized, and then better advertising efficiency can be achieved.
  • the advertisement server determines the first device identifier corresponding to the terminal device according to the received advertisement request, including: based on the received advertisement request, the advertisement server selects from pre-stored
  • the first device identifier corresponding to the first site identifier is determined in the first correspondence relationship set, the first correspondence relationship set includes the correspondence relationship between at least one site identifier and at least one device identifier, and each device identifier in the at least one device identifier Corresponds to one or more site IDs.
  • the method further includes: the terminal device generates a binding request, where the binding request includes the first site identifier and the first device identifier; the terminal device sends the advertisement server A binding request: based on the received binding request, the advertisement server saves the corresponding relationship between the first site identifier and the first device identifier in the first corresponding relationship set.
  • the advertisement server may store the correspondence between the first site identifier and the first device identifier in the first correspondence set, so that the advertisement server may obtain the Find the device identifier corresponding to the site identifier in a correspondence set, and then determine one or more advertisements to be placed on the H5 page according to the device identifier, so as to realize accurate advertisement placement.
  • the terminal device generating a binding request includes: reading the first device identifier through an interface for reading the device identifier in the advertising service component on the terminal device
  • the terminal device transmits the first site identifier to the proxy page in the advertisement service component through the client application based on deep link (deeplink) technology, the client application is installed on the terminal device, and the client application is an application including an H5 page; the terminal device A binding request is generated by the advertising service component based on the first site identifier and the first device identifier.
  • deep link deeplink
  • the terminal device After the terminal device transmits the first site ID to the proxy page in the advertising service component through deeplink technology, the terminal device can generate a binding request based on the first site ID and the first device ID through the advertising service component.
  • the entire process of generating a binding request It is imperceptible to the user, and does not require the user to wait or do any operation.
  • the advertisement server returns the advertisement placed on the H5 page to the terminal device based on the first device identifier, including: based on the first device identifier, the advertisement server selects from the pre-stored The first portrait group corresponding to the first device identifier is determined in the second correspondence set, the second correspondence set includes the correspondence between at least one portrait group identifier and at least one device identifier, at least one portrait group Each group of portraits in the group corresponds to one or more device identifiers, and each group of portraits corresponds to a set of user characteristics; based on the first group of portraits, the advertisement server selects from the pre-stored third correspondence set Determine the advertisement corresponding to the first group of portrait persons, the third correspondence set includes the correspondence between at least one group of portrait persons and at least one advertisement, and each group of portrait persons in the at least one group of portrait persons corresponds to One or more advertisements; the advertisement server determines from the advertisements corresponding to the first portrait group the advertisements to be placed on
  • the second set of correspondences Based on the first set of correspondences, the second set of correspondences and the third set of correspondences, it is possible to determine the advertisements that the user of the terminal device is interested in, so as to realize accurate placement of advertisements and achieve better advertising benefits.
  • the present application provides an advertisement placement method, which can be executed by a terminal device.
  • the method includes: generating a binding request; wherein, the binding request includes a first site identifier and a first device identifier, the first site identifier is used to identify a site, the site is used to present an H5 page, and the first device identifier is used to To identify the terminal device; send a binding request to the advertising server.
  • the terminal device Based on the above solution, the terminal device generates a binding request, and sends the binding request to the advertisement server, so that the advertisement request can store the correspondence between the first device identifier and the first site identifier based on the binding request, and then the advertisement server can
  • the device ID can be determined through the correspondence between the pre-stored site ID and the device ID, and then the advertisement placed on the H5 page can be determined according to the device ID, so that the precise placement of the advertisement can be achieved, and then more Good advertising effect.
  • generating the binding request includes: reading the first device identifier through an interface for reading the device identifier in the advertisement service component on the terminal device;
  • the client application transmits the first site identification to the proxy page in the advertisement service component based on the deeplink technology, the client application is installed on the terminal device, and the client application is an application including an H5 page; the advertisement service component is based on the first site identification and
  • the first device identifier generates a binding request.
  • the terminal device After the terminal device transmits the first site ID to the proxy page in the advertising service component through deeplink technology, the terminal device can generate a binding request based on the first site ID and the first device ID through the advertising service component.
  • the entire process of generating a binding request It is imperceptible to the user, and does not require the user to wait or do any operation.
  • the present application provides an advertisement delivery method, which can be executed by an advertisement server.
  • the method includes: receiving an advertisement request from a terminal device, the advertisement request includes a first site identifier, the first site identifier is used to identify a site, the site is used to present an H5 page, and the advertisement request is used to request to acquire one or more Advertisement: Determine the first device identifier corresponding to the terminal device according to the received advertisement request, the first device identifier is used to identify the terminal device; return the advertisement placed on the H5 page to the terminal device based on the first device identifier.
  • the advertisement server can determine the first device identifier corresponding to the first site identifier based on the pre-stored correspondence between the site identifier and the device identifier, and then send The terminal device returns the advertisement placed on the H5 page, so that the precise placement of the advertisement can be realized, and then better advertising efficiency can be achieved.
  • determining the first device identifier corresponding to the terminal device according to the received advertisement request includes: based on the received advertisement request, from the pre-stored first corresponding The first device identifier corresponding to the first site identifier is determined in the relationship set, the first corresponding relationship set includes a correspondence between at least one site identifier and at least one device identifier, and each device identifier in the at least one device identifier corresponds to one or Multiple site IDs.
  • the method further includes: receiving a binding request from the terminal device, where the binding request includes the first site identifier and the first device identifier; based on the binding request , storing the correspondence between the first site identifier and the first device identifier in the first correspondence set.
  • the advertisement server may store the correspondence between the first site identifier and the first device identifier in the first correspondence set, so that the advertisement server may obtain the Find the device identifier corresponding to the site identifier in a correspondence set, and then determine one or more advertisements to be placed on the H5 page according to the device identifier, so as to realize accurate advertisement placement.
  • returning the advertisement placed on the H5 page to the terminal device based on the first device identifier includes: based on the first device identifier, from the pre-stored second correspondence
  • the first portrait group corresponding to the first device identifier is determined in the set, the second correspondence set includes the correspondence between the identifier of at least one portrait group and at least one device identifier, and each of the at least one portrait group
  • Each portrait group corresponds to one or more device identifiers, and each portrait group corresponds to a set of user characteristics;
  • based on the first portrait group determine the first portrait person from the pre-stored third correspondence set
  • the advertisement corresponding to the group, the third correspondence set includes the correspondence between at least one portrait person group and at least one advertisement, and each portrait person group in the at least one portrait person group corresponds to one or more advertisements; From the advertisements corresponding to the first portrait group, the advertisements to be placed on the H5 pages that need to be returned to the terminal device are determined.
  • the second set of correspondences Based on the first set of correspondences, the second set of correspondences and the third set of correspondences, it is possible to determine the advertisements that the user of the terminal device is interested in, so as to realize accurate placement of advertisements and achieve better advertising benefits.
  • the device identifier is any of the following: open advertising identifier (OAID), Google advertising identifier (google advertising identifier, GAID) and advertising identifier (identifier for advertising , IDFA).
  • OAID open advertising identifier
  • Google advertising identifier google advertising identifier
  • IDFA advertising identifier for advertising
  • the present application provides an advertisement delivery device, which can be used to realize the above-mentioned second aspect and the method in any possible implementation of the second aspect, or, the device can be used to realize the above-mentioned third aspect and the second aspect A method in any one of the possible implementations in the three aspects.
  • the device includes corresponding modules for performing the above method.
  • the modules included in the device can be realized by software and/or hardware.
  • the present application provides an advertisement delivery device, including a processor, the processor is coupled with a memory, and can be used to execute a computer program in the memory, so as to realize the above second aspect and any possible implementation of the second aspect The method in the manner, or, to achieve the above third aspect and the method in any one of the possible implementation manners of the third aspect.
  • the communication device further includes a memory.
  • the communication device further includes a communication interface, and the processor is coupled to the communication interface.
  • the present application provides a terminal device, the terminal device includes a memory and a processor, the memory is used to store program codes; the processor is used to call the program codes to implement the above second aspect and any of the second aspects A method in one possible implementation.
  • the present application provides an advertisement server, the advertisement server includes a memory and a processor, the memory is used to store program codes; the processor is used to call the program codes to implement the third aspect and any of the third aspects.
  • the present application provides an advertisement delivery system, the system includes a terminal device and an advertisement server, and the system is used to implement the above first aspect and the method in any possible implementation manner of the first aspect.
  • the terminal device may be, for example, the terminal device described in the sixth aspect
  • the advertisement server may be, for example, the advertisement server described in the seventh aspect.
  • the present application provides a system-on-a-chip, which includes at least one processor, configured to support the implementation of any possible implementation manners from the first aspect to the third aspect and any possible implementation manners from the first aspect to the third aspect.
  • the functions involved in a possible implementation manner for example, receiving or processing the data and/or information involved in the above method.
  • the chip system further includes a memory, the memory is used to store program instructions and data, and the memory is located inside or outside the processor.
  • the system-on-a-chip may consist of chips, or may include chips and other discrete devices.
  • the present application provides a computer-readable storage medium, where a computer program (also referred to as code, or instruction) is stored on the computer storage medium, and when the computer program is executed by a processor, the The method in any possible implementation manner of the first aspect to the third aspect and any possible implementation manner of the first aspect to the third aspect is executed.
  • a computer program also referred to as code, or instruction
  • the present application provides a computer program product, the computer program product including: a computer program (also referred to as code, or instruction), when the computer program is executed, the above-mentioned first aspect to The third aspect and the method in any possible implementation manner of the first aspect to any possible implementation manner of the third aspect are executed.
  • a computer program also referred to as code, or instruction
  • FIG. 1 is a schematic diagram of a scene applicable to an embodiment of the present application
  • Fig. 2 is a schematic diagram of the system architecture provided by the embodiment of the present application.
  • Fig. 3 is a schematic flowchart of an advertisement placement method provided by an embodiment of the present application.
  • Fig. 4 is a schematic flow chart of another advertisement placement method provided by the embodiment of the present application.
  • Fig. 5 is a schematic diagram of the interaction between a terminal device and an advertisement server applicable to the advertisement delivery method provided by the embodiment of the present application;
  • Fig. 6 is a schematic block diagram of an advertisement delivery device provided by an embodiment of the present application.
  • Fig. 7 is another schematic block diagram of an advertisement delivery device provided by an embodiment of the present application.
  • words such as “first”, “second”, “third”, and “fourth” are used to distinguish the same or similar items with basically the same functions and functions.
  • the first set of correspondences, the second set of correspondences, the third set of correspondences, and the fourth set of correspondences are for distinguishing different sets of correspondences, and the sequence thereof is not limited.
  • words such as “first”, “second”, “third”, and “fourth” do not limit the number and order of execution, and "first”, “second”, “third “, “fourth” and other words are not limited to be different.
  • “at least one item (items)” refers to one item (items) or multiple items (items).
  • “And/or” describes the association relationship of associated objects, indicating that there may be three types of relationships, for example, A and/or B, which can mean: A exists alone, A and B exist at the same time, and B exists alone, where A, B can be singular or plural.
  • the character “/” generally indicates that the contextual objects are an “or” relationship, but it does not exclude the situation that the contextual objects are an "and” relationship, and the specific meaning can be understood in conjunction with the context.
  • the terms “comprising” and “having” and any variations thereof are intended to cover non-exclusive inclusion, for example, a process, method, system, product or process that includes a series of steps or units
  • the apparatus is not necessarily limited to those steps or units explicitly listed, but may include other steps or units not explicitly listed or inherent to the process, method, product or apparatus.
  • Terminal device it can also be called terminal, mobile terminal, etc.
  • the terminal may include, but not limited to, a smart phone, a tablet computer, a smart watch, a wearable device, a vehicle-mounted device, a personal digital assistant (personal digital assistant, PDA), a distributed device or a smart TV box, and the like.
  • PDA personal digital assistant
  • Client application can be referred to as application for short.
  • a client application may refer to an application installed on a terminal device.
  • webview the native control of the client application used to display web pages, generally provided by the client application.
  • Webview can be understood as an embedded browser embedded in the client application.
  • Cookie It can refer to the data stored on the user's local terminal by some websites in order to identify the user's identity and track the session (session).
  • Site identifier (site identifier, site ID):
  • the site identifier may be a site identifier generated by the client application to identify a certain web page.
  • the site identifier may be recorded as siteID, which is not limited in this embodiment of the present application.
  • Deeplink technology It can refer to the technology that can directly jump to a specific page of the target application through a link in an application, SMS, advertisement or H5 page.
  • the terminal device can send an advertisement request to the advertisement server.
  • the terminal device sends the advertisement request, it sends the identifier of the terminal device to the advertisement server.
  • the advertisement server After receiving the advertisement request from the terminal device, the advertisement server , you can obtain the identity of the terminal device, and then go to the pre-stored correspondence between the identity of the device and the group of portraits to find the group of portraits corresponding to the identity of the terminal device, and then determine the matching group of portraits an advertisement, returning the determined advertisement to the terminal device.
  • Fig. 1 is a schematic diagram of a scene applicable to the embodiment of the present application.
  • a terminal device 110 and an advertisement server 120 are shown in this scene. Communication can be performed between the terminal device 110 and the advertisement server 120 .
  • the terminal device 110 may send an advertisement request to the advertisement server 120, and accordingly, the advertisement server 120 may receive the advertisement request from the terminal device 110, and the advertisement server 120 may determine one or more advertisements based on the advertisement request, and send the advertisement to the terminal device 110.
  • the determined one or more advertisements are used for the terminal device 110 to present the one or more advertisements to the user.
  • At least one client application may be installed on the terminal device 110, and the H5 advertisement of the client application runs in a browser on the terminal device 110 or in a webview in the client application.
  • the advertisement server configured in the JavaScript (JS for short) software development kit (software development kit, SDK) of the H5 advertisement of the client application is the advertisement server 120 .
  • the advertisement server configured in the JS SDK of the H5 advertisement of the client application on the terminal device 110 is Huawei's advertisement server
  • the advertisement server 120 is Huawei's advertisement server.
  • the ad server 120 is Tencent's ad server. That is to say, which advertisement server the advertisement server 120 is specifically depends on which advertisement server is configured in the JS SDK of the H5 advertisement of the client application on the terminal device 110 .
  • the advertisement server may be one server, or may be a server cluster formed by multiple servers, which is not limited in this embodiment of the present application. That is to say, if the ad servers configured in the JS SDK of the H5 advertisements of multiple client applications installed on the terminal device are different, the terminal device can communicate with multiple different ad servers; if multiple ad servers installed on the terminal device The ad server configured in the JS SDK of the H5 advertisement of the client application is the same ad server, and the terminal device can communicate with this ad server.
  • the client application can generate a site ID for rendering the H5 page, and send the advertisement to the server When requesting, carry this ID to the ad server.
  • the advertisement server cannot obtain the characteristics of the user of the terminal device, and does not know which advertisements the user is interested in.
  • the ad server cannot match the ad information based on the ID of the site, so that accurate ad placement cannot be performed, and the click-through rate and/or conversion rate of the ad is not high, resulting in poor advertising efficiency.
  • the present application provides an advertisement delivery method and device, by pre-storing the corresponding relationship between the site ID and the device ID, after receiving the site ID from the terminal device, the corresponding device ID can be determined based on the corresponding relationship, and then Based on the indirect correspondence between the existing device identification and the H5 advertisement, it is possible to determine the H5 advertisement suitable for placing on the terminal device. Since the correspondence between the existing equipment identification and the H5 advertisement is established based on user characteristics, The H5 advertisement thus determined can match the user characteristics of the terminal device, so that the advertisement that the user is interested in can be determined, and the precise placement of the advertisement can be realized, thereby achieving better advertisement benefits.
  • FIG. 2 is a schematic diagram of a system architecture provided by an embodiment of the present application.
  • a client application and an intermediate application are installed on the terminal device.
  • the client application in the embodiment of the present application is an application including an H5 page, and the H5 page needs to be presented to the client by using a browser.
  • the corresponding ad server is configured in the JS SDK of the H5 advertisement in the H5 page of the client application, which is the ad server shown in Figure 2.
  • the intermediate application such as HUAWEI mobile services core (HMS Core)
  • HMS Core can provide some functional basic services for applications on the terminal device (such as the client application in the embodiment of this application).
  • the intermediate application cannot be used independently.
  • the user can be prompted to download the intermediate application.
  • the user can download the intermediate application from the application market or application store on the terminal device; in other possible cases, the user can be provided with a link to download the intermediate application on the page that prompts the user to download the intermediate application. Users can directly download the intermediate application by clicking on the link.
  • This application does not impose any limitation on the acquisition method of the intermediate application.
  • the advertising service component included in the intermediate application in the embodiment of the present application can support reading the device identification of the terminal device, and the proxy page included in the advertising service component in the intermediate application supports Get the site id from the client app.
  • the proxy page included in the advertising service component is transparent, that is, the user cannot perceive or see the proxy interface, but the record information of the proxy page appearance and messages will appear in the log, and the terminal device will pass the H5 advertisement
  • the proxy page will appear, and after the terminal device sends a binding request to the ad server through the ad service component, the proxy page will disappear.
  • the proxy page can be configured in a configuration description file in the operating system of the terminal device (for example, Android operating system, Hongmeng operating system, etc.), which is not limited in this embodiment of the present application.
  • At least one client application is installed on the terminal device, and the embodiment of the present application does not limit the specific number of client applications installed on the terminal device.
  • which ad server is the specific ad server is related to which ad server is configured in the JS SDK of the H5 advertisement in the H5 page of the client application in the terminal device, which is not limited in this application.
  • Fig. 3 is a schematic flowchart of an advertisement placement method provided by an embodiment of the present application.
  • the advertisement serving method 300 may include steps 310 to 330 . Steps 310 to 330 will be described in detail below.
  • step 310 the terminal device generates a binding request.
  • the terminal device can obtain the site identifier generated by the client application, read the device identifier of the terminal device, and generate a binding request based on the site identifier and the device identifier.
  • the site identifier generated by the client application is referred to as the first site identifier
  • the device identifier of the terminal device is referred to as the first device identifier.
  • the binding request may include a first site identifier and a first device identifier, where the first site identifier is used to identify a site for presenting an H5 page, and the first device identifier is used to identify the terminal device.
  • the binding request is used to request to bind the first site identifier and the first device identifier, so as to obtain a correspondence between the first site identifier and the first device identifier.
  • the first site identifier is generated by the client application on the terminal device, and the client application is an application that needs to use the website in the browser on the terminal device to present the H5 page.
  • the first site identifier is used to identify A site that renders H5 pages.
  • generating the binding request by the terminal device may include: the terminal device reads the first device identifier through an interface for reading the device identifier in the advertisement service component on the terminal device; The deeplink technology transmits the first site identifier to the proxy page in the advertisement service component; the advertisement service component generates a binding request based on the first site identifier and the first device identifier.
  • the terminal device may, in response to the user's operation, open an H5 page of a certain client application on the terminal device selected by the user.
  • Whether the terminal device uses the browser on the terminal device to present the H5 page or uses the webview of the client application to present the H5 page can be determined according to the way of presenting the H5 page configured in the client application. For example, if the client application configures It is to use the browser of the terminal device to present the H5 page, then the terminal device uses the browser on the terminal device to present the H5 page; if the client application is configured to use the webview in the client application to present the H5 page, the terminal device uses the The webview in the client application presents the H5 page.
  • a first site identifier corresponding to the site can be generated, and the first site identifier Stored in the cookie of the browser or in the persistent storage space of the webview.
  • a first site identifier corresponding to the Baidu site can be generated; when the terminal device uses the client application to open the H5 page of the Google site for the first time In this case, a first site identifier corresponding to the Google site may be generated.
  • the terminal device uses the client application to open the H5 of a site in the browser or the webview of the client application for the first time
  • a first site identifier corresponding to the site may be regenerated, and the regenerated first site identifier may be stored in a cookie of the browser or in a persistent storage space of the webview of the client application, The regenerated first site identifier may be different from the first site identifier before clearing the cookie of the browser or the data or records in the persistent storage space of the webview of the client application.
  • the terminal device can first check whether the JS SDK of the H5 advertisement of the client application is stored locally There is a first site identifier corresponding to the site presenting the H5 page of the client application this time. For example, when the terminal device uses the Baidu site in the browser on the terminal device to present the H5 page, the terminal device can check whether the first site identifier corresponding to the Baidu site is stored in the cookie of the browser; When the site configured in the webview of the client application presents an H5 page, the terminal device may check whether the first site identifier corresponding to the site is stored in the persistent storage space of the webview of the client application.
  • the terminal device can generate a first site identifier corresponding to the corresponding site based on the JS SDK of the H5 advertisement applied by the client; if the corresponding site is detected, the terminal device can The corresponding first site identifier is read out.
  • the terminal device After the terminal device reads the corresponding first site ID, it can pull up the proxy page in the advertising service component based on the deeplink technology through the client application.
  • the deeplink address can be understood as the address of the proxy page, which can be passed behind the deeplink address. Splicing the first site ID, and passing the first site ID to the proxy page in the advertisement service component, the proxy page can parse out the first site ID from the deeplink address; the terminal device can also pass the advertisement service on the terminal device
  • the interface for reading the device identifier in the component reads the first device identifier; in this way, the terminal device can generate a binding request based on the first site identifier and the first device identifier through the advertisement service component.
  • the advertisement service component provides the terminal device with a service of generating a binding request.
  • step 320 the terminal device sends a binding request to the advertisement server.
  • the advertisement server receives the binding request from the terminal device.
  • the terminal device After the terminal device generates the binding request, it may send the binding request to the advertisement server; correspondingly, the advertisement server may receive the binding request from the terminal device.
  • the terminal device may request to send the first device identifier and the first site identifier to the advertisement server through the advertisement service component using a hypertext transfer protocol (hyper text transfer protocol, HTTP), that is to say, the binding request is an HTTP request , which is not limited in this embodiment of the present application.
  • HTTP hypertext transfer protocol
  • the advertisement server stores the corresponding relationship between the first site identifier and the first device identifier in the first corresponding relationship set.
  • the first set of correspondences includes a correspondence between at least one site ID and at least one device ID, and each device ID in the at least one device ID corresponds to one or more site IDs.
  • the advertisement server may establish a first correspondence set based on the binding request, bind the first site ID and the first device ID in the binder request, and obtain the information of the first site ID and the first device ID. The corresponding relationship, and save the corresponding relationship between the first site identifier and the first device identifier in the first corresponding relationship set.
  • the correspondence between the site ID and the device ID in the first correspondence set can be saved in a form of a table or in other forms, which is not limited in this application.
  • the advertisement server can determine the device ID through the pre-stored corresponding relationship between the site ID and the device ID when the site ID is known but the device ID is unknown. ID, so as to determine one or more advertisements that users are interested in according to the currently known technology of determining advertisements placed on H5 pages based on device identifiers, so as to achieve accurate advertisement placement and achieve better advertising benefits.
  • Fig. 4 is a schematic flow chart of another advertisement placement method provided by an embodiment of the present application.
  • the advertisement serving method 400 may include steps 410 to 430 . Steps 410 to 430 will be described in detail below.
  • step 410 the terminal device sends the advertisement request generated by the terminal device to the advertisement server.
  • the advertisement request includes a first site identifier, where the first site identifier is used to identify a site, and the site is used to present the H5 page.
  • the ad request is used to request one or more advertisements.
  • the first site identifier is generated by the terminal device based on the client application on the terminal device.
  • the terminal device Before the terminal device sends an advertisement request to the advertisement server, the terminal device may generate an advertisement request.
  • the terminal device can read the first site identifier corresponding to the site that presents the H5 page from the local when opening the H5 page of the client application selected by the user, and based on the second A site ID generates an advertisement request to request one or more advertisements.
  • the advertisement request may also include the name of the client application and one or more advertisement slot identifiers. It can be understood that the name of the client application can be used to distinguish different advertisement requests from different client applications. If the advertisement request includes one advertisement slot identifier, it may indicate that the advertisement request is for requesting one advertisement; if the advertisement request includes multiple advertisement slot identifiers, it may indicate that the advertisement request is for requesting multiple advertisements. This embodiment of the present application does not limit it.
  • the advertisement request may be an HTTP request, which is not limited in this embodiment of the present application.
  • the terminal device sends an advertisement request to the advertisement server.
  • the advertisement server receives the advertisement request from the terminal device.
  • the terminal device After the terminal device generates an advertisement request, it may send the advertisement request to the advertisement server to request to obtain one or more advertisements from the advertisement server; correspondingly, the advertisement server may receive the advertisement request from the terminal device.
  • the advertisement server determines the first device identifier corresponding to the terminal device based on the received advertisement request.
  • the first device identifier is used to identify the terminal device.
  • the advertisement server may determine the first device identifier based on the advertisement request.
  • the advertisement server determines the first device identifier corresponding to the terminal device according to the received advertisement request, which may include: the advertisement server determines from the pre-stored first correspondence set based on the received advertisement request The first device identifier corresponding to the first site identifier, the first correspondence set includes a correspondence between at least one site identifier and at least one device identifier, and each device identifier in the at least one device identifier corresponds to one or more site identifiers . It can also be said that the advertisement server may determine the first device identifier based on the first site identifier in the advertisement request.
  • the advertisement server may store the correspondence between the first site identifier and the first device identifier in the first correspondence set based on the binding request from the terminal device.
  • the first set of correspondences includes a correspondence between at least one site identifier and at least one device identifier, and each equipment identifier in the at least one device identifier corresponds to one or more site identifiers.
  • the advertisement server After the advertisement server receives the advertisement request from the terminal device, based on the first site identifier included in the advertisement request, the advertisement server can find the first device identifier corresponding to the first site identifier from the pre-stored first relationship set.
  • step 430 the advertisement server returns the advertisement placed on the H5 page to the terminal device based on the first device identifier.
  • the advertisement server may determine one or more advertisements from a plurality of pre-stored advertisements based on the first device identifier, for serving on the H5 page, and return the one or more advertisements to the terminal device.
  • the advertisement server returning the advertisement placed on the H5 page to the terminal device based on the first device identifier may include: the advertisement server determines the first The first portrait group corresponding to the device identifier, the second correspondence set includes the correspondence between the identifier of at least one portrait group and at least one device identifier, and each portrait group in the at least one portrait group Corresponding to one or more device identifiers, each portrait group corresponds to a set of user characteristics; based on the first portrait group, determine from the pre-stored third correspondence set For advertisements, the third correspondence set includes the correspondence between at least one portrait group and at least one advertisement, and each portrait group in at least one portrait group corresponds to one or more advertisements; from the first portrait group Among the advertisements corresponding to the group, it is determined that the advertisements placed on the H5 page need to be returned to the terminal device.
  • the second set of correspondences and the third set of correspondences are pre-stored in the advertisement server.
  • one group of portraits may correspond to one or more device identifiers
  • one group of portraits may correspond to one or more advertisements.
  • each portrait group may correspond to a set of user characteristics. That is to say, the user to which each terminal device belongs has some user characteristics, and the user characteristics may be associated with the device identifier of the terminal device, thereby forming a second correspondence set. Users with different user characteristics may be interested in different advertisements, so different user characteristics may be associated with different advertisements, thereby forming a third correspondence. In this way, according to the device identifier of the terminal device, it is possible to determine the advertisement that the user to which the terminal device is interested in is determined.
  • a set of user features may be composed of multiple feature tags and corresponding tag values, for example, "age: 20-30 years old, gender: male, hobbies: games” may be a set of user features, where , “age”, “gender” and “hobbies” are the feature tags, “20-30 years old”, “male” and “game” are the tags corresponding to the feature tags “age”, “gender” and “hobbies” respectively value.
  • This embodiment of the present application does not limit it.
  • the advertisement server may first determine the first portrait group corresponding to the first device identifier from the second set of correspondences, and then determine one or more portrait groups corresponding to the first set of correspondences from the third set of correspondences. advertise.
  • the advertisement server may randomly determine from the one or more advertisements one or more advertisements corresponding to the number of advertisement slot identifiers included in the advertisement request, so as to be placed on the H5 page.
  • the advertisement server may analyze the historical click-through rate and/or conversion rate of these advertisements according to one or more advertisements corresponding to the determined first portrait group, and analyze the historical click-through rate and/or conversion rate of these advertisements according to the historical click-through rate and/or These advertisements are sorted according to the conversion rate, and then the first few advertisements corresponding to the number of advertisement slot identifiers included in the advertisement request are determined from these advertisements, so as to be placed on the H5 page.
  • This embodiment of the present application does not limit it.
  • the advertisement server After the advertisement server determines one or more advertisements, it can send the one or more advertisements to the terminal device. After receiving the one or more advertisements, the terminal device can display the corresponding advertisement on the H5 page of the corresponding client application Advertisement slot rendering and displaying the one or more advertisements, that is, placing the one or more advertisements on the corresponding advertisement slots.
  • the advertisement server returning the advertisement placed on the H5 page to the terminal device based on the first device identifier may include: the advertisement server determines from the pre-stored fourth correspondence set based on the first device identifier One or more advertisements corresponding to the first device identifier; determining the advertisements to be placed on the H5 page that need to be returned to the terminal device from the advertisements corresponding to the first portrait group.
  • the fourth correspondence set includes a correspondence between at least one first device identifier and at least one advertisement, and at least one first device identifier corresponds to one or more advertisements.
  • the advertisement server may pre-store the fourth correspondence set. After the advertisement server determines the first device identifier from the first set of correspondences, it may determine one or more advertisements corresponding to the first device identifier from the fourth set of correspondences. From the one or more advertisements, the advertisement server may determine one or more advertisements corresponding to the number of advertisement slot identifiers included in the advertisement request, so as to be placed on the H5 page.
  • the above device identifier may be any of the following: OAID, GAID and IDFA.
  • the device identifier is used to identify a terminal device, and different device identifiers can distinguish different terminal devices.
  • a terminal device can have an OAID, and different OAIDs can distinguish different terminal devices;
  • a device can have a GAID, and different GAIDs can distinguish different terminal devices;
  • a device can have an IDFA, and different IDFAs can distinguish different terminals equipment.
  • the device identifier can also be a unique device identifier (UDID), a developer anonymous device identifier (VAID) or an application anonymous device identifier (application anonymous device identifier, AAID), etc.
  • UDID unique device identifier
  • VAID developer anonymous device identifier
  • AAID application anonymous device identifier
  • the embodiment of this application does not limit this, as long as the terminal device can be uniquely identified, and the indirect or direct correspondence between the device identifier of the terminal device and the H5 advertisement is stored in advance, the implementation of this application can be realized Examples of ad serving methods provided.
  • the advertisement server can determine the first device ID corresponding to the first site ID based on the pre-stored correspondence between the site ID and the device ID, and then determine the user's interest in the terminal device based on the first device ID. Advertising, so as to realize the precise delivery of advertisements, and then achieve better advertising benefits.
  • method 300 and the method 400 proposed in the embodiment of the present application may be used in combination, or may be used independently, which is not limited in the embodiment of the present application.
  • An example of using method 300 and method 400 in combination is shown below in conjunction with FIG. 5 .
  • FIG. 5 is a schematic diagram of interaction between a terminal device and an advertisement server providing an advertisement delivery method according to an embodiment of the present application.
  • the terminal device and the advertisement server interact based on the system architecture shown in FIG. 2 .
  • Step 501 to step 512 are shown in FIG. 5 , and step 501 to step 512 will be described below.
  • step 501 the terminal device generates a first site identifier through the H5 advertisement JS SDK.
  • the terminal device opens the H5 page of the client application installed on the terminal device, and if it is determined that there is no pre-stored local first site identifier corresponding to the site currently used to present the H5 page,
  • the first site identifier may be generated based on the H5 advertisement JS SDK of the client application.
  • step 502 the terminal device transmits the first site identifier to the advertisement service component on the terminal device through the H5 advertisement JS SDK.
  • the terminal device can use deeplink technology to pull up the proxy page provided by the advertising service component in the intermediate application on the terminal device, and pass the first site identifier to the advertising service component on the proxy page.
  • step 503 the terminal device reads the first device identifier through the advertisement service component.
  • the terminal device can read the first device identifier of the terminal device through the interface for reading the device identifier provided in the advertisement service component.
  • step 504 the terminal device generates a binding request based on the first site identifier and the first device identifier through the advertisement service component.
  • the terminal device may generate a binding request based on the first site identifier and the first device identifier through the generating binding request service provided by the advertising service component.
  • the terminal device may send a binding request to the advertisement server through the advertisement service component.
  • the advertisement server may receive a binding request from the terminal device.
  • the advertisement server may store the correspondence between the first site identifier and the first device identifier in the first correspondence set based on the binding request.
  • the advertisement server may establish a first correspondence set based on the binding request, bind the first site ID and the first device ID in the binder request, obtain the correspondence between the first site ID and the first device ID, and The corresponding relationship between the first site identifier and the first device identifier is stored in a first corresponding relationship set.
  • step 507 the terminal device generates an advertisement request through the H5 advertisement JS SDK, and the advertisement request includes the first site identifier.
  • each time the terminal device opens the H5 page of the client application installed on the terminal device it can use the H5 advertisement JS SDK in the client application to generate an advertisement based on the pre-generated first site identifier.
  • the terminal device may send an advertisement request to the advertisement server through the H5 advertisement JS SDK.
  • the advertisement server can receive the advertisement request from the terminal device.
  • the advertisement server determines the first device identifier corresponding to the first site identifier from the pre-stored first correspondence relationship set based on the advertisement request.
  • the advertisement server After the advertisement server receives the advertisement request from the terminal device, based on the first site identifier included in the advertisement request, the advertisement server can find the first device identifier corresponding to the first site identifier from the pre-stored first relationship set.
  • the advertisement server determines one or more advertisements to place on the H5 page based on the first device identifier.
  • the advertisement server may first determine the first portrait group corresponding to the first device identifier from the pre-stored second set of correspondences, and then determine the first portrait group from the pre-stored third set of correspondences.
  • the advertisement server may send one or more advertisements to the terminal device.
  • the terminal device may receive one or more advertisements from the advertisement server.
  • step 512 the terminal device presents one or more advertisements through the H5 advertisement JS SDK.
  • the terminal device can use the browser on the terminal device or the webview of the client application through the H5 advertisement JS SDK of the client application to render and display the received one or more advertise.
  • the advertisement server can determine the first device corresponding to the terminal device from the first set of correspondences after receiving the site identifier from the terminal device. ID, and then based on the indirect correspondence between the first device ID and the H5 advertisement, the H5 advertisement suitable for placing on the terminal device can be determined. Since the corresponding relationship between the first device identifier and the H5 advertisement is established based on user characteristics, the H5 advertisement thus determined can match the user characteristics of the terminal device, so it is possible to determine the advertisement that the user is interested in, and realize the Accurate delivery, and then achieve better advertising efficiency.
  • Fig. 6 is a schematic block diagram of an advertisement delivery device provided by an embodiment of the present application.
  • the advertising device 600 may include: a transceiver module 610 and a processing module 620 .
  • the advertisement delivery apparatus 600 can be used to execute the execution steps of the method 300, the method 400 and the terminal device or the advertisement server in FIG. 5 .
  • the processing module 620 can be used to generate a binding request; wherein the binding request includes the first site ID and the first device ID, the first site ID is used to identify the site, the site is used to present the H5 page, the first device ID is used to identify the terminal device; the transceiver module 610 can be used to send a binding request to the advertisement server.
  • the processing module 620 can be specifically configured to read the first device identifier through the interface for reading the device identifier in the advertisement service component on the terminal device; and pass the first site identifier to the advertisement through the client application based on deeplink technology.
  • the client application is installed on the terminal device, and the client application is an application including an H5 page; a binding request is generated based on the first site identifier and the first device identifier through the advertisement service component.
  • the device identifier is any one of the following: OAID, GAID, and IDFA.
  • the transceiver module 610 can be used to receive an advertisement request from a terminal device, and the advertisement request includes the first site Identification, the first site identification is used to identify the site, the site is used to present the H5 page, and the advertisement request is used to request to obtain one or more advertisements; the processing module 620 can be used to determine the first device corresponding to the terminal device according to the received advertisement request An identifier, the first device identifier is used to identify the terminal device; based on the first device identifier, the advertisement placed on the H5 page is returned to the terminal device.
  • the processing module 620 may be specifically configured to determine the first device identifier corresponding to the first site identifier from a pre-stored first correspondence set based on the received advertisement request, and the first correspondence set includes at least one A correspondence relationship between a site ID and at least one device ID, where each device ID in the at least one device ID corresponds to one or more site IDs.
  • the transceiver module 610 can also be used to receive a binding request from the terminal device, the binding request includes the first site identifier and the first device identifier; the processing module 620 can also be used to link the first site to The correspondence between the identifier and the first device identifier is stored in the first correspondence set.
  • the processing module 620 may be specifically configured to determine the first portrait group corresponding to the first device identifier from a pre-stored second set of correspondences based on the first device identifier, the second set of correspondences including at least The correspondence between the identification of a portrait group and at least one device identification, each portrait group in at least one portrait group corresponds to one or more device identifications, and each portrait group corresponds to a group of users Features; based on the first portrait group, determine the advertisement corresponding to the first portrait group from a pre-stored third correspondence set, the third correspondence set includes at least one portrait group and at least one advertisement Correspondence, each portrait group in at least one portrait group corresponds to one or more advertisements; determine the advertisements that need to be returned to the terminal device and placed on the H5 page from the advertisements corresponding to the first portrait group .
  • the device identifier is any one of the following: OAID, GAID, and IDFA.
  • Fig. 7 is another schematic block diagram of an advertisement delivery device provided by an embodiment of the present application.
  • the advertisement delivery apparatus 700 can be used to realize the functions of the terminal device or the advertisement server in the method 300, the method 400 and FIG. 5 .
  • the method 300, the method 400, and the execution step 700 of the terminal device or the advertisement server in FIG. 5 may be a chip system.
  • the system-on-a-chip may be composed of chips, or may include chips and other discrete devices.
  • the processor 710 may be used to generate a binding request; wherein, the binding request includes the first site identifier and the second A device identifier, the first site identifier is used to identify the site, the site is used to present the H5 page, and the first device identifier is used to identify the terminal device; a binding request is sent to the advertisement server.
  • the binding request includes the first site identifier and the second A device identifier
  • the first site identifier is used to identify the site
  • the site is used to present the H5 page
  • the first device identifier is used to identify the terminal device
  • a binding request is sent to the advertisement server.
  • the processor 710 may be used to receive an advertisement request from a terminal device, and the advertisement request includes the first site identifier , the first site ID is used to identify the site, the site is used to present the H5 page, and the advertisement request is used to request to obtain one or more advertisements; the first device ID corresponding to the terminal device is determined according to the received advertisement request, and the first device ID is used To identify the terminal device; return the advertisement placed on the H5 page to the terminal device based on the first device identification.
  • the advertisement request includes the first site identifier , the first site ID is used to identify the site, the site is used to present the H5 page, and the advertisement request is used to request to obtain one or more advertisements; the first device ID corresponding to the terminal device is determined according to the received advertisement request, and the first device ID is used To identify the terminal device; return the advertisement placed on the H5 page to the terminal device based on the first device identification.
  • the advertising device 700 may also include at least one memory 720 for storing program instructions and/or data.
  • the memory 720 is coupled to the processor 710 .
  • the coupling in the embodiments of the present application is an indirect coupling or a communication connection between devices, units or modules, which may be in electrical, mechanical or other forms, and is used for information exchange between devices, units or modules.
  • Processor 710 may cooperate with memory 720 .
  • Processor 710 may execute program instructions stored in memory 720 . At least one of the at least one memory may be included in the processor.
  • the advertisement delivery device 700 may also include a communication interface 730 for communicating with other devices through a transmission medium, so that the devices used in the advertisement delivery device 700 can communicate with other devices.
  • the other device may be a terminal device; when the advertisement delivery device 700 is used to implement the When the function of the terminal device in the method, the other device may be an advertising server.
  • the communication interface 730 may be, for example, a transceiver, an interface, a bus, a circuit, or a device capable of implementing a transceiver function.
  • the processor 710 can use the communication interface 730 to send and receive data and/or information, and be used to implement the methods performed by the terminal device or the advertisement server described in the corresponding embodiments in FIG. 3 , FIG. 4 and FIG. 5 .
  • a specific connection medium among the processor 710, the memory 720, and the communication interface 730 is not limited.
  • the processor 710 , the memory 720 and the communication interface 730 are connected through a bus 740 .
  • the bus 740 is represented by a thick line in FIG. 7 , and the connection manner between other components is only for schematic illustration and is not limited thereto.
  • the bus can be divided into address bus, data bus, control bus and so on. For ease of representation, only one thick line is used in FIG. 7 , but it does not mean that there is only one bus or one type of bus.
  • the present application provides a terminal device, the terminal device includes a memory and a processor, the memory is used to store program codes; the processor is used to call the program codes to implement the above embodiments shown in Figure 3, Figure 4 or Figure 5 The method executed by the terminal device.
  • the present application provides an advertisement server, the advertisement server includes a memory and a processor, the memory is used to store program codes; the processor is used to call the program codes to implement the implementation shown in Figure 3, Figure 4 or Figure 5 The method implemented by the ad server in the example.
  • the present application also provides an advertisement delivery system, including the aforementioned terminal device and an advertisement server.
  • the present application also provides a chip system, the chip system includes at least one processor, configured to implement the functions involved in the method executed by the advertising server in the embodiment shown in FIG. 3 , FIG. 4 or FIG. 5 , for example , to receive or process the data and/or information involved in the above method.
  • the chip system further includes a memory, the memory is used to store program instructions and data, and the memory is located inside or outside the processor.
  • the system-on-a-chip may consist of chips, or may include chips and other discrete devices.
  • the present application also provides a computer-readable storage medium, on which a computer program (also referred to as code, or instruction) is stored.
  • a computer program also referred to as code, or instruction
  • the computer program is run by a processor, the above-mentioned Figure 3 , the method performed by the advertisement server in the embodiment shown in FIG. 4 or FIG. 5 is executed.
  • the present application also provides a computer program product, and the computer program product includes: a computer program (also referred to as code, or an instruction), when the computer program is executed, the computer executes the program shown in FIG. 3 , FIG. 4 or FIG. 5 .
  • a computer program also referred to as code, or an instruction
  • the computer executes the program shown in FIG. 3 , FIG. 4 or FIG. 5 .
  • the processor in the embodiment of the present application may be an integrated circuit chip, which has a signal processing capability.
  • each step of the above-mentioned method embodiments may be completed by an integrated logic circuit of hardware in a processor or instructions in the form of software.
  • the above-mentioned processor can be a general-purpose processor, a digital signal processor (digital signal processor, DSP), an application specific integrated circuit (application specific integrated circuit, ASIC), a field programmable gate array (field programmable gate array, FPGA) or other possible Program logic devices, discrete gate or transistor logic devices, discrete hardware components.
  • DSP digital signal processor
  • ASIC application specific integrated circuit
  • FPGA field programmable gate array
  • Program logic devices discrete gate or transistor logic devices, discrete hardware components.
  • a general-purpose processor may be a microprocessor, or the processor may be any conventional processor, or the like.
  • the steps of the method disclosed in connection with the embodiments of the present application may be directly implemented by a hardware decoding processor, or implemented by a combination of hardware and software modules in the decoding processor.
  • the software module can be located in a mature storage medium in the field such as random access memory, flash memory, read-only memory, programmable read-only memory or electrically erasable programmable memory, register.
  • the storage medium is located in the memory, and the processor reads the information in the memory, and completes the steps of the above method in combination with its hardware.
  • the memory in the embodiments of the present application may be a volatile memory or a nonvolatile memory, or may include both volatile and nonvolatile memories.
  • the non-volatile memory can be read-only memory (read-only memory, ROM), programmable read-only memory (programmable ROM, PROM), erasable programmable read-only memory (erasable PROM, EPROM), electrically programmable Erases programmable read-only memory (electrically EPROM, EEPROM) or flash memory.
  • the volatile memory may be random access memory (RAM).
  • RAM random access memory
  • SRAM static random access memory
  • DRAM dynamic random access memory
  • DRAM synchronous dynamic random access memory
  • SDRAM double data rate synchronous dynamic random access memory
  • ESDRAM enhanced synchronous dynamic random access memory
  • SLDRAM direct memory bus random access memory
  • direct rambus RAM direct rambus RAM
  • unit may be used to denote a computer-related entity, hardware, firmware, a combination of hardware and software, software, or software in execution.
  • the units described as separate components may or may not be physically separated, and the components shown as units may or may not be physical units, that is, they may be located in one place, or may be distributed to multiple network units. Part or all of the units can be selected according to actual needs to achieve the purpose of the solution of this embodiment.
  • each functional unit in each embodiment of the present application may be integrated into one processing unit, each unit may exist separately physically, or two or more units may be integrated into one unit.
  • each functional unit may be fully or partially implemented by software, hardware, firmware or any combination thereof.
  • software When implemented using software, it may be implemented in whole or in part in the form of a computer program product.
  • the computer program product comprises one or more computer instructions (programs). When the computer program instructions (program) are loaded and executed on the computer, the processes or functions according to the embodiments of the present application will be generated in whole or in part.
  • the computer can be a general purpose computer, a special purpose computer, a computer network, or other programmable devices.
  • the computer instructions may be stored in or transmitted from one computer-readable storage medium to another computer-readable storage medium, for example, the computer instructions may be transmitted from a website, computer, server or data center Transmission to another website site, computer, server or data center by wired (such as coaxial cable, optical fiber, digital subscriber line (DSL)) or wireless (such as infrared, wireless, microwave, etc.).
  • the computer-readable storage medium may be any available medium that can be accessed by a computer, or a data storage device such as a server or a data center integrated with one or more available media.
  • the available medium may be a magnetic medium (for example, a floppy disk, a hard disk, a magnetic tape), an optical medium (for example, a digital versatile disc (digital video disc, DVD)), or a semiconductor medium (for example, a solid state disk (solid state disk, SSD) )wait.
  • a magnetic medium for example, a floppy disk, a hard disk, a magnetic tape
  • an optical medium for example, a digital versatile disc (digital video disc, DVD)
  • a semiconductor medium for example, a solid state disk (solid state disk, SSD)
  • the functions described above are realized in the form of software function units and sold or used as independent products, they can be stored in a computer-readable storage medium.
  • the technical solution of the present application is essentially or the part that contributes to the prior art or the part of the technical solution can be embodied in the form of a software product, and the computer software product is stored in a storage medium, including Several instructions are used to make a computer device (which may be a personal computer, a server, or a network device, etc.) execute all or part of the steps of the methods described in the various embodiments of the present application.
  • the aforementioned storage medium includes: various media capable of storing program codes such as U disk, mobile hard disk, ROM, RAM, magnetic disk or optical disk.

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Abstract

本申请提供了广告投放方法和装置。该方法包括：终端设备向广告服务器发送该终端设备生成的广告请求，广告请求包括第一站点标识，第一站点标识用于标识站点，该站点用于呈现H5页面，广告请求用于请求获取一个或多个广告；广告服务器根据接收到的广告请求确定该终端设备对应的第一设备标识，第一设备标识用于标识该终端设备；广告服务器基于第一设备标识向该终端设备返回投放在H5页面的广告。基于预先存储站点标识与设备标识的对应关系，在只知道站点标识的情况下，也可以确定出该终端设备所属的用户所感兴趣的广告，从而实现广告的精准投放。

Description

广告投放方法和装置
本申请要求于2022年02月23日提交中国专利局、申请号为202210169715.4、申请名称为“广告投放方法和装置”的中国专利申请的优先权，其全部内容通过引用结合在本申请中。
技术领域
本申请涉及终端领域，尤其涉及广告投放方法和装置。
背景技术
随着互联网技术的高速发展，互联网广告已经成为一种主流广告媒体。
目前，在客户端应用的第5代超文本标记语言(hyper text markup language，HTML)(可简称H5)广告运行在终端设备上的浏览器或客户端应用中的网页视图(webview)中的情况下，客户端应用可以生成一个用于呈现H5页面的站点的标识(identifier，ID)，在向广告服务器请求广告的时候将该ID发送给广告服务器，但广告服务器基于该ID，无法匹配到广告信息，因此不能精准地投放广告，进而导致广告的点击率或转化率不高。
发明内容
本申请提供了广告投放方法和装置，以期基于站点标识匹配到广告信息，以实现广告地精准投放。
第一方面，本申请提供了一种广告投放方法，该方法可以由广告投放系统来执行。
示例性地，该方法包括：终端设备向广告服务器发送终端设备生成的广告请求，广告请求包括第一站点标识，第一站点标识用于标识站点，站点用于呈现H5页面，广告请求用于请求获取一个或多个广告；广告服务器根据接收到的广告请求确定终端设备对应的第一设备标识，第一设备标识用于标识终端设备；广告服务器基于第一设备标识向终端设备返回投放在H5页面的广告。
基于上述方案，广告服务器在接收到来自终端设备的广告请求后，可以基于预先存储站点标识与设备标识的对应关系，确定出第一站点标识对应的第一设备标识，再基于第一设备标识向终端设备返回投放在H5页面的广告，从而可以实现广告的精准投放，进而到达较好的广告效益。
结合第一方面，在第一方面的某些可能的实现方式中，广告服务器根据接收到的广告请求确定终端设备对应的第一设备标识，包括：广告服务器基于接收到的广告请求，从预先存储的第一对应关系集合中确定第一站点标识所对应的第一设备标识，第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，至少一个设备标识中的每个设备标识对应于一个或多个站点标识。
结合第一方面，在第一方面的某些可能的实现方式中，该方法还包括：终端设备生成绑定请求，绑定请求包括第一站点标识和第一设备标识；终端设备向广告服务器发送绑定请求；广告服务器基于接收到的绑定请求，将第一站点标识和第一设备标识的对应关系保 存在第一对应关系集合中。
广告服务器可以基于来自终端设备的绑定请求，将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中，以使得广告服务器在只知道站点标识的情况下，可以从第一对应关系集合中找到与该站点标识对应的设备标识，进而再根据设备标识确定出一个或多个投放在H5页面上的广告，以实现广告的精准投放。
结合第一方面，在第一方面的某些可能的实现方式中，终端设备生成绑定请求，包括：通过终端设备上的广告服务组件中的读取设备标识的接口，读取第一设备标识；终端设备通过客户端应用基于深度链接(deeplink)技术将第一站点标识传到广告服务组件中的代理页面，客户端应用安装在终端设备上，客户端应用是包括H5页面的应用；终端设备通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求。
终端设备通过deeplink技术将第一站点标识传到广告服务组件中的代理页面后，终端设备可以通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求，整个生成绑定请求的过程是用户无感知的，无需用户等待，也无需用户做任何操作。
结合第一方面，在第一方面的某些可能的实现方式中，广告服务器基于第一设备标识向终端设备返回投放在H5页面的广告，包括：广告服务器基于第一设备标识，从预先存储的第二对应关系集合中确定第一设备标识所对应的第一画像人群组，第二对应关系集合中包括至少一个画像人群组的标识与至少一个设备标识的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个设备标识，每个画像人群组对应于一组用户特征；广告服务器基于第一画像人群组，从预先存储的第三对应关系集合中确定第一画像人群组所对应的广告，第三对应关系集合中包括至少一个画像人群组与至少一个广告的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个广告；广告服务器从第一画像人群组所对应的广告中确定需要向终端设备返回的投放在所述H5页面的广告。
可以基于第一对应关系集合、第二对应关系集合和第三对应关系集合，确定出终端设备所属的用户感兴趣的广告，从而可以实现广告的精准投放，进而到达较好的广告效益。
第二方面，本申请提供一种广告投放方法，该方法可以由终端设备来执行。
示例性地，该方法包括：生成绑定请求；其中，绑定请求包括第一站点标识和第一设备标识，第一站点标识用于标识站点，站点用于呈现H5页面，第一设备标识用于标识该终端设备；向广告服务器发送绑定请求。
基于上述方案，终端设备生成绑定请求，并向广告服务器发送该绑定请求，以便于广告请求基于该绑定请求存储第一设备标识与第一站点标识的对应关系，进而可以使得广告服务器在只知道站点标识的情况下，可以通过预先存储的站点标识和设备标识的对应关系确定出设备标识，从而再根据设备标识确定投放在H5页面的广告，从而可以实现广告的精准投放，进而到达较好的广告效益。
结合第二方面，在第二方面的某些可能的实现方式中，生成绑定请求，包括：通过终端设备上的广告服务组件中的读取设备标识的接口，读取第一设备标识；通过客户端应用基于deeplink技术将第一站点标识传到广告服务组件中的代理页面，客户端应用安装在终端设备上，客户端应用是包括H5页面的应用；通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求。
终端设备通过deeplink技术将第一站点标识传到广告服务组件中的代理页面后，终端 设备可以通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求，整个生成绑定请求的过程是用户无感知的，无需用户等待，也无需用户做任何操作。
第三方面，本申请提供了一种广告投放方法，该方法可以由广告服务器来执行。
示例性地，该方法包括：接收来自终端设备的广告请求，广告请求包括第一站点标识，第一站点标识用于标识站点，站点用于呈现H5页面，广告请求用于请求获取一个或多个广告；根据接收到的广告请求确定终端设备对应的第一设备标识，第一设备标识用于标识终端设备；基于第一设备标识向终端设备返回投放在H5页面的广告。
基于上述方案，广告服务器在接收到来自终端设备的广告请求后，可以基于预先存储站点标识与设备标识的对应关系，确定出第一站点标识对应的第一设备标识，再基于第一设备标识向终端设备返回投放在H5页面的广告，从而可以实现广告的精准投放，进而到达较好的广告效益。
结合第三方面，在第三方面的某些可能的实现方式中，根据接收到的广告请求确定终端设备对应的第一设备标识，包括：基于接收到的广告请求，从预先存储的第一对应关系集合中确定第一站点标识所对应的第一设备标识，第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，至少一个设备标识中的每个设备标识对应于一个或多个站点标识。
结合第三方面，在第三方面的某些可能的实现方式中，该方法还包括：接收来自终端设备的绑定请求，绑定请求包括第一站点标识和第一设备标识；基于绑定请求，将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中。
广告服务器可以基于来自终端设备的绑定请求，将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中，以使得广告服务器在只知道站点标识的情况下，可以从第一对应关系集合中找到与该站点标识对应的设备标识，进而再根据设备标识确定出一个或多个投放在H5页面上的广告，以实现广告的精准投放。
结合第三方面，在第三方面的某些可能的实现方式中，基于第一设备标识向终端设备返回投放在H5页面的广告，包括：基于第一设备标识，从预先存储的第二对应关系集合中确定第一设备标识所对应的第一画像人群组，第二对应关系集合中包括至少一个画像人群组的标识与至少一个设备标识的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个设备标识，每个画像人群组对应于一组用户特征；基于第一画像人群组，从预先存储的第三对应关系集合中确定第一画像人群组所对应的广告，第三对应关系集合中包括至少一个画像人群组与至少一个广告的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个广告；从第一画像人群组所对应的广告中确定需要向终端设备返回的投放在H5页面的广告。
可以基于第一对应关系集合、第二对应关系集合和第三对应关系集合，确定出终端设备所属的用户感兴趣的广告，从而可以实现广告的精准投放，进而到达较好的广告效益。
结合上述各方面，在某些可能的实现方式中，设备标识为以下任一项：开放广告标识(open advertising identifier，OAID)、谷歌广告标识(google advertising identifier，GAID)和广告标识(identifier for advertising，IDFA)。
第四方面，本申请提供了一种广告投放装置，该装置可用于实现上述第二方面及第二方面任意一种可能实现方式中的方法，或者，该装置可用于实现上述第三方面及第三方面 任意一种可能实现方式中的方法。该装置包括用于执行上述方法的相应的模块。该装置包括的模块可以通过软件和/或硬件方式实现。
第五方面，本申请提供了一种广告投放装置，包括处理器，该处理器与存储器耦合，可用于执行存储器中的计算机程序，以实现上述第二方面及第二方面任意一种可能的实现方式中的方法，或者，以实现上述第三方面及第三方面任意一种可能的实现方式中的方法。
可选地，该通信装置还包括存储器。
可选地，该通信装置还包括通信接口，处理器与通信接口耦合。
第六方面，本申请提供了一种终端设备，该终端设备包括存储器与处理器，该存储器用于存储程序代码；该处理器用于调用程序代码以用于实现上述第二方面及第二方面任意一种可能实现方式中的方法。
第七方面，本申请提供了一种广告服务器，该广告服务器包括存储器与处理器，该存储器用于存储程序代码；该处理器用于调用程序代码以用于实现上述第三方面及第三方面任意一种可能的实现方式中的方法。
第八方面，本申请提供了一种广告投放系统，该系统包括终端设备和广告服务器，该系统用于实现上述第一方面及第一方面任意一种可能的实现方式中的方法。
其中，所述终端设备例如可以为第六方面中所述的终端设备，所述广告服务器例如可以为第七方面中所述的广告服务器。
第九方面，本申请提供了一种芯片系统，该芯片系统包括至少一个处理器，用于支持实现上述第一方面至第三方面和第一方面任一种可能的实现方式至第三方面任一种可能的实现方式中所涉及的功能，例如，接收或处理上述方法中所涉及的数据和/或信息。
在一种可能的设计中，所述芯片系统还包括存储器，所述存储器用于保存程序指令和数据，存储器位于处理器之内或处理器之外。
该芯片系统可以由芯片构成，也可以包含芯片和其他分立器件。
第十方面，本申请提供了一种计算机可读存储介质，所述计算机存储介质上存储有计算机程序(也可以称为代码，或指令)，当所述计算机程序在被处理器运行时，使得上述第一方面至第三方面和第一方面任一种可能的实现方式至第三方面任一种可能的实现方式中的方法被执行。
第十一方面，本申请提供了一种计算机程序产品，所述计算机程序产品包括：计算机程序(也可以称为代码，或指令)，当所述计算机程序被运行时，使得上述第一方面至第三方面和第一方面任一种可能的实现方式至第三方面任一种可能的实现方式中的方法被执行。
应当理解的是，本申请的第四方面至第十一方面与本申请的第一方面至第三方面的技术方案相对应，各方面及对应的可行实施方式所取得的有益效果相似，不再赘述。
附图说明
图1是适用于本申请实施例的场景示意图；
图2是本申请实施例提供的系统架构的示意图；
图3是本申请实施例提供的一种广告投放方法的示意性流程图；
图4是本申请实施例提供的另一种广告投放方法的示意性流程图；
图5是适用于本申请实施例提供广告投放方法的终端设备与广告服务器的交互示意图；
图6是本申请实施例提供的广告投放装置的一种示意性框图；
图7是本申请实施例提供的广告投放装置的另一种示意性框图。
具体实施方式
下面将结合附图，对本申请中的技术方案进行描述。
为便于清楚描述本申请实施例的技术方案，首先做出如下说明。
第一，在本申请实施例中，采用了“第一”、“第二”、“第三”、“第四”等字样对功能和作用基本相同的相同项或相似项进行区分。例如，第一对应关系集合、第二对应关系集合、第三对应关系集合、第四对应关系集合是为了区分不同的对应关系集合，并不对其先后顺序进行限定。本领域技术人员可以理解“第一”、“第二”、“第三”、“第四”等字样并不对数量和执行次序进行限定，并且“第一”、“第二”、“第三”、“第四”等字样也并不限定一定不同。
第二，在本申请实施例中，“至少一项(个)”是指一项(个)或者多项(个)。“和/或”，描述关联对象的关联关系，表示可以存在三种关系，例如，A和/或B，可以表示：单独存在A，同时存在A和B，单独存在B的情况，其中A，B可以是单数或者复数。字符“/”一般表示前后关联对象是一种“或”的关系，但并不排除表示前后关联对象是一种“和”的关系的情况，具体表示的含义可以结合上下文进行理解。
第三，在本申请实施例中，术语“包括”和“具有”以及他们的任何变形，意图在于覆盖不排他的包含，例如，包含了一系列步骤或单元的过程、方法、系统、产品或设备不必限于清楚地列出的那些步骤或单元，而是可包括没有清楚地列出的或对于这些过程、方法、产品或设备固有的其它步骤或单元。
首先对本申请中涉及到的术语作简单说明。
1、终端设备：也可以称为终端、移动终端等。在本申请实施例中，终端可以包括但不限于智能手机、平板电脑、智能手表、可穿戴设备、车载设备、个人数字助理(personal digital assistant，PDA)、分布式设备或智能电视盒子等等。
2、客户端应用：可以简称为应用。在本申请实施例中，客户端应用可以指安装在终端设备上的应用。
3、webview：用于展示网页的客户端应用原生控件，一般由客户端应用提供。webview可以理解为嵌入在客户端应用中的一个嵌入式的浏览器。
4、cookie：可以指某些网站为了辨别用户身份、进行会话(session)跟踪而储存在用户本地终端上的数据。
5、站点标识(site identifier，site ID)：在本申请实施例中，站点标识可以是客户端应用生成的一种用于标识某个网页的站点的标识。站点标识可以记为siteID，本申请实施例对此不作限定。
6、deeplink技术：可以指在应用、短信、广告或H5页面中通过链接能直接跳转到目标应用的某个具体页面的技术。
随着互联网技术的高速发展，互联网广告已经成为一种主流广告媒体。想要在H5页面中展示广告内容，可以由终端设备向广告服务器发送广告请求，终端设备发送广告请求的时候将终端设备的标识发送给广告服务器，广告服务器在收到来自终端设备的广告请求后，可以获取终端设备的标识，再去预先存储的设备的标识与画像人群组的对应关系中找到与该终端设备的标识对应的画像人群组，再确定出与该画像人群组匹配的广告，将确定出的广告返给终端设备。
图1是适用于本申请实施例的场景示意图。
如图1所示，该场景中示出了终端设备110和广告服务器120。终端设备110和广告服务器120之间可以进行通信。终端设备110可以向广告服务器120发送广告请求，相应地，广告服务器120可以接收来自终端设备110的广告请求，广告服务器120可以基于该广告请求确定出一个或多个广告，并向终端设备110发送确定出的一个或多个广告，以供终端设备110将这一个或多个广告呈现给用户。
需要说明的是，终端设备110上可以安装有至少一个客户端应用，客户端应用的H5广告运行在终端设备110上的浏览器或运行在客户端应用中的webview中。客户端应用的H5广告的JavaScript(简称JS)软件开发工具包(software development kit，SDK)中配置的广告服务器为广告服务器120。例如，如果终端设备110上的客户端应用的H5广告的JS SDK中配置的广告服务器为华为的广告服务器，则广告服务器120为华为的广告服务器。再例如，如果终端设备110上的客户端应用的H5广告的JS SDK中配置的广告服务器为腾讯的广告服务器，则广告服务器120为腾讯的广告服务器。也就是说，广告服务器120具体是哪个广告服务器，要看终端设备110上的客户端应用的H5广告的JS SDK中配置的是哪个广告服务器。
应理解，在实际应用场景中，广告服务器可以是一台服务器，也可以是多台服务器构成的服务器集群，本申请实施例对此不作限定。也就是说，如果终端设备上安装的多个客户端应用的H5广告的JS SDK中配置的广告服务器不同，则终端设备可以与多个不同的广告服务器进行通信；如果终端设备上安装的多个客户端应用的H5广告的JS SDK中配置的广告服务器是同一个广告服务器，则终端设备可以与这一个广告服务器进行通信。
目前，在客户端应用的H5广告运行在终端设备上的浏览器或客户端应用中的webview中的情况下，客户端应用可以生成一个用于呈现H5页面的站点的ID，在向服务器发送广告请求时，将该ID携带给广告服务器。但在这种技术中，不存在该站点的ID与终端设备用户的特征的对应关系，广告服务器基于该站点的ID，不能获取到该终端设备的用户具有怎样的特征，不知道用户对哪些广告感兴趣，也即，广告服务器基于该站点的ID无法匹配到广告信息，从而无法进行精准地广告投放，进而广告的点击率和/或转化率不高，导致广告效益不好。
针对上述问题，本申请提供了广告投放方法和装置，通过预先存储站点标识与设备标识的对应关系，在接收到来自终端设备的站点标识后，可以基于该对应关系确定出对应的设备标识，进而基于已有的设备标识与H5广告的间接对应关系，便可以确定出与适于投放在该终端设备的H5广告，由于已有的设备标识与H5广告的对应关系是基于用户特征而建立的，由此而确定的H5广告可以与该终端设备的用户特征相匹配，因此可以确定出用 户感兴趣的广告，实现广告的精准投放，进而到达较好的广告效益。
图2是本申请实施例提供的系统架构的示意图。
在图2中，终端设备上安装有客户端应用和中间应用。
本申请实施例中的客户端应用是包括有H5页面的应用，H5页面需要利用浏览器呈现给客户。客户端应用的H5页面中的H5广告的JS SDK中配置有相应的广告服务器，即为图2中所示出的广告服务器。
需要说明的是，中间应用中间应用例如可以是华为移动核心服务(HUAWEI mobile services core，HMS Core)等可以为终端设备上的应用(例如本申请实施例中的客户端应用)提供一些功能基础服务支持的应用插件，中间应用无法独立使用，在终端设备上的某些应用需要用到中间应用的基础服务但终端设备上未安装有中间应用的情况下，可以提示用户下载中间应用。在一些可能的情况下，用户可以在终端设备上的应用市场或应用商店等下载中间应用；在另外一些可能的情况下，提示用户下载中间应用的页面上可以向用户提供下载中间应用的链接，用户可以通过点击链接直接下载中间应用。本申请对中间应用的获取方式不作任何限定。
本申请实施例中的中间应用中包括的广告服务组件，广告服务组件中包括的读取设备标识的接口可以支持读取该终端设备的设备标识，中间应用中的广告服务组件包括的代理页面支持从客户端应用获取站点标识。
应理解，广告服务组件包括的代理页面是透明的，也即，用户感知不到或看不到该代理界面，只是日志中会出现该代理页面出现和消息的记录信息，在终端设备通过H5广告的JS SDK利用deeplink技术拉起该代理界面时，该代理页面就会出现，在终端设备通过广告服务组件向广告服务器发送绑定请求后，该代理页面就会消失。可以在终端设备的操作系统(例如，安卓操作系统、鸿蒙操作系统等)中的配置描述文件中对该代理页面进行配置，本申请实施例对此不作限定。
需要说明的是，在实际应用场景中，终端设备上安装至少一个客户端应用，本申请实施例对终端设备上安装的客户端应用的具体数量不作限定。上文已述及，广告服务器具体是哪个广告服务器，与终端设备中的客户端应用的H5页面中的H5广告的JS SDK中配置的是哪个广告服务器相关，本申请对此不作限定。
图3是本申请实施例提供的一种广告投放方法的示意性流程图。
如图3所示，广告投放方法300可以包括步骤310至步骤330。下面对步骤310至步骤330进行详细说明。
在步骤310中，终端设备生成绑定请求。
终端设备可以获取到客户端应用生成的站点标识，并读取出该终端设备的设备标识，基于该站点标识和该设备标识生成绑定请求。
为了便于描述，以下将客户端应用生成的站点标识记为第一站点标识，将该终端设备的设备标识记为第一设备标识。
绑定请求可以包括第一站点标识和第一设备标识，第一站点标识用于标识站点，该站点是用于呈现H5页面的站点，第一设备标识用于标识该终端设备。该绑定请求用于请求绑定第一站点标识和第一设备标识，以得到第一站点标识和第一设备标识的对应关系。
需要说明的是，第一站点标识为终端设备上的客户端应用生成的，客户端应用为需要 利用该终端设备上的浏览器中的站点呈现H5页面的应用，该第一站点标识用于标识呈现H5页面的站点。
在一种可能的实现方式中，终端设备生成绑定请求可以包括：终端设备通过该终端设备上的广告服务组件中的读取设备标识的接口，读取第一设备标识；通过客户端应用基于deeplink技术将第一站点标识传到广告服务组件中的代理页面；通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求。
下面结合图2提供的系统架构，详细描述终端设备生成绑定请求的过程。
示例性地，终端设备可以响应于用户的操作，打开用户选择的该终端设备上的某个客户端应用的H5页面。终端设备利用该终端设备上的浏览器呈现H5页面，还是利用该客户端应用的webview呈现H5页面，可以根据客户端应用中的配置的呈现H5页面的方式确定，例如，如果客户端应用中配置的是用终端设备的浏览器呈现H5页面，则终端设备利用该终端设备上的浏览器呈现H5页面；如果客户端应用中配置的是用客户端应用中的webview呈现H5页面，则终端设备利用客户端应用中的webview呈现H5页面。
需要说明的是，在终端设备利用该客户端应用首次打开浏览器或webview中的某个站点的H5页面情况下，可以生成一个与该站点对应的第一站点标识，并将该第一站点标识存储在浏览器的cookie中或存储在webview的持久化存储空间中。例如，在终端设备利用该客户端应用首次打开百度站点的H5页面的情况下，可以生成一个与百度站点对应的第一站点标识；在终端设备利用该客户端应用首次打开谷歌站点的H5页面的情况下，可以生成一个与谷歌站点对应的第一站点标识。
还需要说明的是，在用户不清除浏览器的cookie或客户端应用的webview的持久化存储空间中的数据或记录的情况下，第一站点标识不会被删除，也不会发生变化；在用户清除了浏览器的cookie或客户端应用的webview的持久化存储空间中的数据或记录的后，终端设备利用该客户端应用首次打开浏览器或客户端应用的webview中的某个站点的H5页面情况下，可以重新生成一个与该站点对应的第一站点标识，并将该重新生成的第一站点标识存储在浏览器的cookie中或存储在客户端应用的webview的持久化存储空间中，重新生成的第一站点标识可能与清除浏览器的cookie或客户端应用的webview的持久化存储空间中的数据或记录之前的第一站点标识不同。
在终端设备响应于用户的操作，打开用户选择的该终端设备上的某个客户端应用的H5页面的情况下，终端设备可以基于该客户端应用的H5广告的JS SDK，先检查本地是否存储有与本次呈现该客户端应用的H5页面的站点所对应的第一站点标识。例如，在终端设备利用该终端设备上的浏览器中的百度站点呈现H5页面的情况下，终端设备可以检查浏览器的cookie中是否存储有与百度站点对应的第一站点标识；在终端设备利用客户端应用中的webview中配置的站点呈现H5页面的情况下，终端设备可以检查该客户端应用的webview的持久化存储空间中是否存储有与该站点对应的第一站点标识。
在未检测相应的第一站点标识的情况下，终端设备可以基于客户端应用的H5广告的JS SDK生成一个与相应站点对应的第一站点标识；在检测到相应站点的情况下，终端设备可以读取出相应的第一站点标识。
终端设备在读取到相应的第一站点标识后，可以通过客户端应用，基于deeplink技术拉起广告服务组件中的代理页面，deeplink地址可以理解为代理页面的地址，可以通过在 deeplink地址的后面拼接第一站点标识，将第一站点标识传到广告服务组件中的代理页面上，该代理页面可以从deeplink地址中解析出该第一站点标识；终端设备还可以通过该终端设备上的广告服务组件中的读取设备标识的接口，读取第一设备标识；这样一来，终端设备就可以通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求。可以理解的是，广告服务组件为终端设备提供生成绑定请求的服务。
在步骤320中，终端设备向广告服务器发送绑定请求。相应地，广告服务器接收来自该终端设备的绑定请求。
终端设备生成绑定请求后，可以向广告服务器发送该绑定请求；相应地，广告服务器可以接收来自该终端设备的该绑定请求。
可选地，终端设备可以通过广告服务组件利用超文本传输协议(hyper text transfer protocol，HTTP)请求向广告服务器发送第一设备标识和第一站点标识，也就是说该绑定请求是一个HTTP请求，本申请实施例对此不作限定。
在步骤330中，广告服务器基于接收到的绑定请求，将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中。
需要说明的是，第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，至少一个设备标识中的每个设备标识对应于一个或多个站点标识。
示例性地，广告服务器可以基于绑定请求，建立第一对应关系集合，将绑定器请求中的第一站点标识和第一设备标识进行绑定，得到第一站点标识和第一设备标识的对应关系，并将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中。
需要说明的是，第一对应关系集合中的站点标识和设备标识的对应关系可以以表格的形式保存，也可以以其他形式保存，本申请对此不作限定。
基于上述技术方案，通过预先存储站点标识与设备标识的对应关系，可以使得广告服务器在已知站点标识、不知设备标识的情况下，可以通过预先存储的站点标识和设备标识的对应关系确定出设备标识，从而再根据目前已知的基于设备标识确定投放在H5页面的广告的技术来确定出一个或多个用户感兴趣的广告，从而可以实现广告的精准投放，进而到达较好的广告效益。
图4是本申请实施例提供的另一种广告投放方法的示意性流程图。
如图4所示，广告投放方法400可以包括步骤410至步骤430。下面对步骤410至步骤430进行详细说明。
在步骤410中，终端设备向广告服务器发送该终端设备生成的广告请求。
广告请求中包括第一站点标识，第一站点标识用于标识站点，该站点用于呈现H5页面。该广告请求用于请求获取一个或多个广告。上文已述及，第一站点标识为终端设备基于该终端设备上的客户端应用生成的。
在终端设备向广告服务器发送广告请求之前，终端设备可以生成广告请求。
终端设备可以响应于用户的操作，在打开用户选择的客户端应用的H5页面的情况下，终端设备可以从本地读取与呈现该H5页面的站点所对应的第一站点标识，并基于该第一站点标识生成广告请求，以请求获取一个或多个广告。
作为示例而非限定，广告请求中除了包括第一站点标识，还可以包括客户端应用的名称，以及一个或多个广告位标识。可以理解的是，客户端应用的名称可以用于区分来自不 同客户端应用的不同的广告请求。在广告请求中包括一个广告位标识的情况下，可以表示该广告请求用于请求一个广告；在广告请求中包括多个广告位标识的情况下，可以表示该广告请求用于请求多个广告。本申请实施例对此不作限定。
可选地，广告请求可以是一个HTTP请求，本申请实施例对此不作限定。
终端设备向广告服务器发送广告请求。相应地，广告服务器接收来自该终端设备的广告请求。
终端设备生成广告请求后，可以向广告服务器发送该广告请求，以请求从广告服务器获取一个或多个广告；相应地，广告服务器可以接收来自该终端设备的该广告请求。
在步骤420中，广告服务器基于接收到的广告请求确定终端设备对应的第一设备标识。
其中，第一设备标识用于标识该终端设备。
广告服务器在接收到来自该终端设备的广告请求后，可以基于该广告请求确定第一设备标识。
在一种可能的实现方式中，广告服务器根据接收到的广告请求确定终端设备对应的第一设备标识，可以包括：广告服务器基于接收到的广告请求，从预先存储的第一对应关系集合中确定第一站点标识所对应的第一设备标识，第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，至少一个设备标识中的每个设备标识对应于一个或多个站点标识。也可以说，广告服务器可以基于该广告请求中的第一站点标识确定第一设备标识。
上文已述及，广告服务器可以基于来自终端设备的绑定请求将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中。第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，至少一个设备标识中的每个设备标识对应于一个或多个站点标识。
广告服务器接收到来自终端设备的广告请求后，广告服务器可以基于该广告请求中包括的第一站点标识，从预先存储的第一关系集合中找到与该第一站点标识对应的第一设备标识。
在步骤430中，广告服务器基于第一设备标识向终端设备返回投放在H5页面的广告。
广告服务器在确定出与广告请求中的第一站点标识对应的第一设备标识后，广告服务器可以基于第一设备标识从预先存储的多个广告中确定出一个或多个广告，用于投放在H5页面上，并将这一个或多个广告返回给终端设备。
在一种可能的实现方式中，广告服务器基于第一设备标识向终端设备返回投放在H5页面的广告可以包括：广告服务器基于第一设备标识，从预先存储的第二对应关系集合中确定第一设备标识所对应的第一画像人群组，第二对应关系集合中包括至少一个画像人群组的标识与至少一个设备标识的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个设备标识，每个画像人群组对应于一组用户特征；基于第一画像人群组，从预先存储的第三对应关系集合中确定第一画像人群组所对应的广告，第三对应关系集合中包括至少一个画像人群组与至少一个广告的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个广告；从第一画像人群组所对应的广告中确定需要向终端设备返回的投放在H5页面的广告。
可以理解的是，广告服务器中预先存储有第二对应关系集合和第三对应关系集合。在 第二对应关系集合中，一个画像人群组可以对应一个或多个设备标识，在第三对应关系集合中，一个画像人群组可以对应一个或多个广告。其中，每个画像人群组可以对应于一组用户特征。也就是说，每个终端设备所属的用户都具有一些用户特征，可以将用户特征与终端设备的设备标识对应起来，从而构成第二对应关系集合。具有不同用户特征的用户可能对不同的广告感兴趣，所以可以将不同的用户特征对应于不同的广告，从而就构成了第三对应关系。这样一来，就能根据终端设备的设备标识，确定出该终端设备所属的用户所感兴趣的广告。
作为示例而非限定，一组用户特征可以由多个特征标签和相应的标签值组成，例如，“年龄：20岁-30岁，性别：男，爱好：游戏”可以是一组用户特征，其中，“年龄”、“性别”和“爱好”为特征标签，“20岁-30岁”、“男”和“游戏”是分别与特征标签“年龄”、“性别”和“爱好”对应的标签值。本申请实施例对此不作限定。
广告服务器可以先从第二对应关系集合中确定出第一设备标识所对应的第一画像人群组，再从第三对应关系集合中确定出第一画像人群组所对应的一个或多个广告。
例如，广告服务器可以随机从这一个或多个广告中确定出与广告请求中包括的广告位标识的个数对应一个或多个广告，以用于投放在H5页面上。又例如，广告服务器可以根据确定出的第一画像人群组所对应的一个或多个广告，对这些广告的历史点击率和/或转化率进行分析，根据这些广告的历史点击率和/或转化率的高低对这些广告进行排序，再从这些广告中确定出与广告请求中包括的广告位标识的个数对应前几个广告，以用于投放在H5页面上。本申请实施例对此不作限定。
广告服务器在确定出一个或多个广告后，可以向终端设备发送这一个或多个广告，终端设备在接收到这一个或多个广告后，可以在相应的客户端应用的H5页面上的相应广告位渲染展示这一个或多个广告，也即，在相应的广告位上投放这一个或多个广告。
在另一种可能的实现方式中，广告服务器基于第一设备标识向终端设备返回投放在H5页面的广告，可以包括：广告服务器基于第一设备标识，从预先存储的第四对应关系集合中确定第一设备标识所对应的一个或多个广告；从第一画像人群组所对应的广告中确定需要向终端设备返回的投放在H5页面的广告。
其中，第四对应关系集合中包括至少一个第一设备标识与至少一个广告的对应关系，至少一个第一设备标识对应于一个或多个广告。
示例性地，广告服务器中可以预先存储第四对应关系集合。广告服务器在从第一对应关系集合中确定出第一设备标识后，可以从第四对应关系集合中确定出与第一设备标识对应的一个或多个广告。广告服务器可以从这一个或多个广告中确定出与广告请求中包括的广告位标识的个数对应一个或多个广告，以用于投放在H5页面上。
可选地，上述的设备标识可以是以下任一项：OAID、GAID和IDFA。
可以理解的是，设备标识用于标识终端设备，不同的设备标识可以区分不用的终端设备。一个终端设备可以具有一个OAID，不同的OAID可以区分不同的终端设备；一个设备可以具有一个GAID，不同的GAID可以区分不同的终端设备；一个设备可以具有一个IDFA，不同的IDFA可以区分不同的终端设备。
需要说明的是，在一些可能的实现方式中，设备标识还可以是设备唯一标识(unique device identifier，UDID)、开发者匿名设备标识(vender anonymous device identifier，VAID) 或应用匿名设备标识(application anonymous device identifier，AAID)等，本申请实施例对此不作限定，只要能唯一的标识终端设备，并预先保存有终端设备的设备标识与H5广告的间接或直接的对应关系，均可以实现本申请实施例提供的广告投放方法。
基于上述技术方案，广告服务器可以基于预先存储站点标识与设备标识的对应关系，确定出第一站点标识对应的第一设备标识，再基于第一设备标识确定出该终端设备所属的用户所感兴趣的广告，从而可以实现广告的精准投放，进而到达较好的广告效益。
需要说明的是本申请实施例中提出的方法300和方法400可以结合使用，也可以单独使用，本申请实施例对此不作限定。下文结合图5示出了将方法300和方法400结合使用的一例。
图5是本申请实施例提供广告投放方法的终端设备与广告服务器的交互示意图。
在图5示出的终端设备与广告服务器的交互示意图中，终端设备和广告服务器基于图2所示的系统架构进行交互。
图5中示出了步骤501至步骤512，以下下面对步骤501至步骤512进行说明。
在步骤501中，终端设备通过H5广告JS SDK生成第一站点标识。
响应于用户的操作，终端设备打开该终端设备上所安装的客户端应用的H5页面，在确定本地没有预先存储的与当前呈现H5页面所使用的站点所对应的第一站点标识的情况下，可以基于该客户端应用的H5广告JS SDK生成第一站点标识。
在步骤502中，该终端设备通过H5广告JS SDK向该终端设备上的广告服务组件传递第一站点标识。
该终端设备可以基于该客户端应用的H5广告JS SDK，利用deeplink技术拉起该终端设备上的中间应用中的广告服务组件所提供的代理页面，将第一站点标识传到该广告服务组件中的代理页面上。
在步骤503中，该终端设备通过广告服务组件读取第一设备标识。
该终端设备可以通过广告服务组件中提供的读取设备标识的接口读取该终端设备的第一设备标识。
在步骤504中，该终端设备通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求。
该终端设备可以通过广告服务组件提供的生成绑定请求服务，基于第一站点标识和第一设备标识生成绑定请求。
在步骤505中，该终端设备可以通过广告服务组件向广告服务器发送绑定请求。相应地，广告服务器可以接收来自该终端设备的绑定请求。
在步骤506中，广告服务器可以基于绑定请求，将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中。
广告服务器可以基于绑定请求，建立第一对应关系集合，将绑定器请求中的第一站点标识和第一设备标识进行绑定，得到第一站点标识和第一设备标识的对应关系，并将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中。
在步骤507中，该终端设备通过H5广告JS SDK生成广告请求，广告请求中包括第一站点标识。
响应于用户的操作，该终端设备在每次打开该终端设备上所安装的客户端应用的H5 页面时，可以通过该客户端应用中的H5广告JS SDK，基于预先生成的第一站点标识生成广告请求。
在步骤508中，该终端设备可以通过H5广告JS SDK向广告服务器发送广告请求。相应地，广告服务器可以接收来自该终端设备的广告请求。
在步骤509中，广告服务器基于广告请求，从预先存储的第一对应关系集合中确定第一站点标识所对应的第一设备标识。
广告服务器接收到来自终端设备的广告请求后，广告服务器可以基于该广告请求中包括的第一站点标识，从预先存储的第一关系集合中找到与该第一站点标识对应的第一设备标识。
在步骤510中，广告服务器基于第一设备标识确定投放在H5页面的一个或多个广告。
例如，广告服务器可以先从预先存储的第二对应关系集合中确定出第一设备标识所对应的第一画像人群组，再从预先存储的第三对应关系集合中确定出第一画像人群组所对应的一个或多个广告。
在步骤511中，广告服务器可以向该终端设备发送一个或多个广告。相应地，该终端设备可以接收来自该广告服务器的一个或多个广告。
在步骤512中，该终端设备通过H5广告JS SDK呈现一个或多个广告。
终端设备可以通过该客户端应用的H5广告JS SDK，利用该终端设备上的浏览器或者该客户端应用的webview，在相应的H5页面的相应广告位上渲染展示接收到的这一个或多个广告。
基于上述方案，通过预先存储站点标识与设备标识的第一对应关系集合，广告服务器在接收到来自终端设备的站点标识后，可以从第一对应关系集合中确定出终端设备所对应的第一设备标识，进而基于该第一设备标识与H5广告的间接对应关系，便可以确定出与适于投放在该终端设备的H5广告。由于第一设备标识与H5广告的对应关系是基于用户特征而建立的，由此而确定的H5广告可以与该终端设备的用户特征相匹配，因此可以确定出用户感兴趣的广告，实现广告的精准投放，进而到达较好的广告效益。
图6是本申请实施例提供的广告投放装置的一种示意性框图。如图6所示，该广告投放装置600可以包括：收发模块610和处理模块620。该广告投放装置600可以用于执行方法300、方法400和图5中终端设备或广告服务器的执行步骤。
示例性地，当该广告投放装置600用于执行本申请实施例中方法300中终端设备的执行步骤时，其中，处理模块620可以用于生成绑定请求；其中，绑定请求包括第一站点标识和第一设备标识，第一站点标识用于标识站点，站点用于呈现H5页面，第一设备标识用于标识该终端设备；所述收发模块610可以用于向广告服务器发送绑定请求。
可选地，处理模块620具体可以用于通过终端设备上的广告服务组件中的读取设备标识的接口，读取第一设备标识；通过客户端应用基于deeplink技术将第一站点标识传到广告服务组件中的代理页面，客户端应用安装在终端设备上，客户端应用是包括H5页面的应用；通过广告服务组件基于第一站点标识和第一设备标识生成绑定请求。
可选地，设备标识为以下任一项：OAID、GAID和IDFA。
示例性地，当该广告投放装置600用于执行本申请实施例中方法400中广告服务器的执行步骤时，其中，收发模块610可以用于接收来自终端设备的广告请求，广告请求包括 第一站点标识，第一站点标识用于标识站点，站点用于呈现H5页面，广告请求用于请求获取一个或多个广告；处理模块620可以用于根据接收到的广告请求确定终端设备对应的第一设备标识，第一设备标识用于标识终端设备；基于第一设备标识向终端设备返回投放在H5页面的广告。
可选地，处理模块620具体可以用于基于接收到的广告请求，从预先存储的第一对应关系集合中确定第一站点标识所对应的第一设备标识，第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，至少一个设备标识中的每个设备标识对应于一个或多个站点标识。
可选地，收发模块610还可以用于接收来自终端设备的绑定请求，绑定请求包括第一站点标识和第一设备标识；处理模块620还可以用于基于绑定请求，将第一站点标识和第一设备标识的对应关系保存在第一对应关系集合中。
可选地，处理模块620具体可以用于基于第一设备标识，从预先存储的第二对应关系集合中确定第一设备标识所对应的第一画像人群组，第二对应关系集合中包括至少一个画像人群组的标识与至少一个设备标识的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个设备标识，每个画像人群组对应于一组用户特征；基于第一画像人群组，从预先存储的第三对应关系集合中确定第一画像人群组所对应的广告，第三对应关系集合中包括至少一个画像人群组与至少一个广告的对应关系，至少一个画像人群组中的每个画像人群组对应于一个或多个广告；从第一画像人群组所对应的广告中确定需要向终端设备返回的投放在H5页面的广告。
可选地，设备标识为以下任一项：OAID、GAID和IDFA。
图7是本申请实施例提供的广告投放装置的另一种示意性框图。该广告投放装置700可用于实现方法300、方法400和图5中终端设备或广告服务器的功能。该方法300、方法400和图5中终端设备或广告服务器的执行步骤700可以为芯片系统。本申请实施例中，芯片系统可以由芯片构成，也可以包含芯片和其他分立器件。
示例性地，当该广告投放装置700用于实现本申请实施例的方法300中终端设备的功能时，处理器710可以用于生成绑定请求；其中，绑定请求包括第一站点标识和第一设备标识，第一站点标识用于标识站点，站点用于呈现H5页面，第一设备标识用于标识该终端设备；向广告服务器发送绑定请求。具体参见方法示例中的详细描述，此处不做赘述。
示例性地，当该广告投放装置700用于实现本申请实施例的方法400中广告服务器的功能时，处理器710可以用于用于接收来自终端设备的广告请求，广告请求包括第一站点标识，第一站点标识用于标识站点，站点用于呈现H5页面，广告请求用于请求获取一个或多个广告；根据接收到的广告请求确定终端设备对应的第一设备标识，第一设备标识用于标识终端设备；基于第一设备标识向终端设备返回投放在H5页面的广告。具体参见方法示例中的详细描述，此处不做赘述。
该广告投放装置700还可以包括至少一个存储器720，用于存储程序指令和/或数据。存储器720和处理器710耦合。本申请实施例中的耦合是装置、单元或模块之间的间接耦合或通信连接，可以是电性，机械或其它的形式，用于装置、单元或模块之间的信息交互。处理器710可能和存储器720协同操作。处理器710可能执行存储器720 中存储的程序指令。所述至少一个存储器中的至少一个可以包括于处理器中。
该广告投放装置700还可以包括通信接口730，用于通过传输介质和其它设备进行通信，从而用于广告投放装置700中的装置可以和其它设备进行通信。示例性地，当该广告投放装置700用于实现本申请实施例提供的方法中广告服务器的功能时，该其他设备可以是终端设备；当该广告投放装置700用于实现本申请实施例提供的方法中终端设备的功能时，该其他设备可以是广告服务器。所述通信接口730例如可以是收发器、接口、总线、电路或者能够实现收发功能的装置。处理器710可利用通信接口730收发数据和/或信息，并用于实现图3、图4和图5中对应的实施例中所述的终端设备或广告服务器所执行的方法。
本申请实施例中不限定上述处理器710、存储器720以及通信接口730之间的具体连接介质。本申请实施例在图7中以处理器710、存储器720以及通信接口730之间通过总线740连接。总线740在图7中以粗线表示，其它部件之间的连接方式，仅是进行示意性说明，并不引以为限。所述总线可以分为地址总线、数据总线、控制总线等。为便于表示，图7中仅用一条粗线表示，但并不表示仅有一根总线或一种类型的总线。
本申请提供了一种终端设备，该终端设备包括存储器与处理器，该存储器用于存储程序代码；该处理器用于调用程序代码以用于实现上述图3、图4或图5所示实施例中终端设备执行的方法。
本申请提供了一种广告服务器，该广告服务器包括存储器与处理器，该存储器用于存储程序代码；该处理器用于调用程序代码以用于实现上述图3、图4或图5中所示实施例中广告服务器执行的方法。
本申请还提供了一种广告投放系统，包括前述的终端设备和广告服务器。
本申请还提供了一种芯片系统，所述芯片系统包括至少一个处理器，用于实现上述图3、图4或图5中所示实施例中广告服务器执行的方法中所涉及的功能，例如，接收或处理上述方法中所涉及的数据和/或信息。
在一种可能的设计中，所述芯片系统还包括存储器，所述存储器用于保存程序指令和数据，存储器位于处理器之内或处理器之外。
该芯片系统可以由芯片构成，也可以包含芯片和其他分立器件。
本申请还提供了一种计算机可读存储介质，所述计算机存储介质上存储有计算机程序(也可以称为代码，或指令)，当所述计算机程序在被处理器运行时，使得上述图3、图4或图5中所示实施例中广告服务器执行的方法被执行。
本申请还提供一种计算机程序产品，所述计算机程序产品包括：计算机程序(也可以称为代码，或指令)，当所述计算机程序被运行时，使得计算机执行图3、图4或图5中所示实施例中广告服务器执行的方法。
本申请实施例中的处理器可以是一种集成电路芯片，具有信号的处理能力。在实现过程中，上述方法实施例的各步骤可以通过处理器中的硬件的集成逻辑电路或者软件形式的指令完成。上述的处理器可以是通用处理器、数字信号处理器(digital signal processor，DSP)、专用集成电路(application specific integrated circuit，ASIC)、现场可编程门阵列(field programmable gate array，FPGA)或者其他可编程逻辑器件、 分立门或者晶体管逻辑器件、分立硬件组件。可以实现或者执行本申请实施例中的公开的各方法、步骤及逻辑框图。通用处理器可以是微处理器或者该处理器也可以是任何常规的处理器等。结合本申请实施例所公开的方法的步骤可以直接体现为硬件译码处理器执行完成，或者用译码处理器中的硬件及软件模块组合执行完成。软件模块可以位于随机存储器，闪存、只读存储器，可编程只读存储器或者电可擦写可编程存储器、寄存器等本领域成熟的存储介质中。该存储介质位于存储器，处理器读取存储器中的信息，结合其硬件完成上述方法的步骤。
本申请实施例中的存储器可以是易失性存储器或非易失性存储器，或可包括易失性和非易失性存储器两者。其中，非易失性存储器可以是只读存储器(read-only memory，ROM)、可编程只读存储器(programmable ROM，PROM)、可擦除可编程只读存储器(erasable PROM，EPROM)、电可擦除可编程只读存储器(electrically EPROM，EEPROM)或闪存。易失性存储器可以是随机存取存储器(random access memory，RAM)。通过举例说明但不是限制性说明，许多形式的RAM可用，例如静态随机存取存储器(static RAM，SRAM)、动态随机存取存储器(dynamic RAM，DRAM)、同步动态随机存取存储器(synchronous DRAM，SDRAM)、双倍数据速率同步动态随机存取存储器(double data rate SDRAM，DDR SDRAM)、增强型同步动态随机存取存储器(enhanced SDRAM，ESDRAM)、同步连接动态随机存取存储器(synchlink DRAM，SLDRAM)和直接内存总线随机存取存储器(direct rambus RAM，DR RAM)。应注意，本文描述的系统和方法的存储器旨在包括但不限于这些和任意其它适合类型的存储器。
本说明书中使用的术语“单元”、“模块”等，可用于表示计算机相关的实体、硬件、固件、硬件和软件的组合、软件、或执行中的软件。
本领域普通技术人员可以意识到，结合本文中所公开的实施例描述的各种说明性逻辑块(illustrative logical block)和步骤(step)，能够以电子硬件、或者计算机软件和电子硬件的结合来实现。这些功能究竟以硬件还是软件方式来执行，取决于技术方案的特定应用和设计约束条件。专业技术人员可以对每个特定的应用来使用不同方法来实现所描述的功能，但是这种实现不应认为超出本申请的范围。在本申请所提供的几个实施例中，应该理解到，所揭露的装置、设备和方法，可以通过其它的方式实现。例如，以上所描述的装置实施例仅仅是示意性的，例如，所述单元的划分，仅仅为一种逻辑功能划分，实际实现时可以有另外的划分方式，例如多个单元或组件可以结合或者可以集成到另一个系统，或一些特征可以忽略，或不执行。另一点，所显示或讨论的相互之间的耦合或直接耦合或通信连接可以是通过一些接口，装置或单元的间接耦合或通信连接，可以是电性，机械或其它的形式。
所述作为分离部件说明的单元可以是或者也可以不是物理上分开的，作为单元显示的部件可以是或者也可以不是物理单元，即可以位于一个地方，或者也可以分布到多个网络单元上。可以根据实际的需要选择其中的部分或者全部单元来实现本实施例方案的目的。
另外，在本申请各个实施例中的各功能单元可以集成在一个处理单元中，也可以是各个单元单独物理存在，也可以两个或两个以上单元集成在一个单元中。
在上述实施例中，各功能单元的功能可以全部或部分地通过软件、硬件、固件或者其任意组合来实现。当使用软件实现时，可以全部或部分地以计算机程序产品的形式实现。所述计算机程序产品包括一个或多个计算机指令(程序)。在计算机上加载和执行所述计算机程序指令(程序)时，全部或部分地产生按照本申请实施例所述的流程或功能。所述计算机可以是通用计算机、专用计算机、计算机网络、或者其他可编程装置。所述计算机指令可以存储在计算机可读存储介质中，或者从一个计算机可读存储介质向另一个计算机可读存储介质传输，例如，所述计算机指令可以从一个网站站点、计算机、服务器或数据中心通过有线(例如同轴电缆、光纤、数字用户线(digital subscriber line，DSL))或无线(例如红外、无线、微波等)方式向另一个网站站点、计算机、服务器或数据中心进行传输。所述计算机可读存储介质可以是计算机能够存取的任何可用介质或者是包含一个或多个可用介质集成的服务器、数据中心等数据存储设备。所述可用介质可以是磁性介质，(例如，软盘、硬盘、磁带)、光介质(例如，数字通用光盘(digital video disc，DVD))、或者半导体介质(例如固态硬盘(solid state disk，SSD))等。
所述功能如果以软件功能单元的形式实现并作为独立的产品销售或使用时，可以存储在一个计算机可读取存储介质中。基于这样的理解，本申请的技术方案本质上或者说对现有技术做出贡献的部分或者该技术方案的部分可以以软件产品的形式体现出来，该计算机软件产品存储在一个存储介质中，包括若干指令用以使得一台计算机设备(可以是个人计算机，服务器，或者网络设备等)执行本申请各个实施例所述方法的全部或部分步骤。而前述的存储介质包括：U盘、移动硬盘、ROM、RAM、磁碟或者光盘等各种可以存储程序代码的介质。
以上所述，仅为本申请的具体实施方式，但本申请的保护范围并不局限于此，任何熟悉本技术领域的技术人员在本申请揭露的技术范围内，可轻易想到变化或替换，都应涵盖在本申请的保护范围之内。因此，本申请的保护范围应以所述权利要求的保护范围为准。

Claims (22)

  1. 一种广告投放方法，其特征在于，应用于广告投放系统，所述系统包括广告服务器和终端设备，所述方法包括：
    所述终端设备向所述广告服务器发送所述终端设备生成的广告请求，所述广告请求包括第一站点标识，所述第一站点标识用于标识站点，所述站点用于呈现第5代超文本标记语言H5页面，所述广告请求用于请求获取一个或多个广告；
    所述广告服务器根据接收到的所述广告请求确定所述终端设备对应的第一设备标识，所述第一设备标识用于标识所述终端设备；
    所述广告服务器基于所述第一设备标识向所述终端设备返回投放在所述H5页面的广告。
  2. 如权利要求1所述的方法，其特征在于，所述广告服务器根据接收到的所述广告请求确定所述终端设备对应的第一设备标识，包括：
    所述广告服务器基于接收到的所述广告请求，从预先存储的第一对应关系集合中确定所述第一站点标识所对应的所述第一设备标识，所述第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，所述至少一个设备标识中的每个设备标识对应于一个或多个站点标识。
  3. 如权利要求2所述的方法，其特征在于，所述方法还包括：
    所述终端设备生成绑定请求，所述绑定请求包括所述第一站点标识和所述第一设备标识；
    所述终端设备向所述广告服务器发送所述绑定请求；
    所述广告服务器基于接收到的所述绑定请求，将所述第一站点标识和所述第一设备标识的对应关系保存在所述第一对应关系集合中。
  4. 如权利要求3所述的方法，其特征在于，所述终端设备生成绑定请求，包括：
    通过所述终端设备上的广告服务组件中的读取设备标识的接口，读取所述第一设备标识；
    所述终端设备通过客户端应用基于深度链接deeplink技术将所述第一站点标识传到所述广告服务组件中的代理页面，所述客户端应用安装在所述终端设备上，所述客户端应用是包括所述H5页面的应用；
    所述终端设备通过所述广告服务组件基于所述第一站点标识和所述第一设备标识生成所述绑定请求。
  5. 如权利要求1至4中任一项所述的方法，其特征在于，所述广告服务器基于所述第一设备标识向所述终端设备返回投放在所述H5页面的广告，包括：
    所述广告服务器基于所述第一设备标识，从预先存储的第二对应关系集合中确定所述第一设备标识所对应的第一画像人群组，所述第二对应关系集合中包括至少一个画像人群组的标识与至少一个设备标识的对应关系，所述至少一个画像人群组中的每个画像人群组对应于一个或多个设备标识，每个画像人群组对应于一组用户特征；
    所述广告服务器基于所述第一画像人群组，从预先存储的第三对应关系集合中确定所述第一画像人群组所对应的广告，所述第三对应关系集合中包括至少一个画像人群组与至少一个广告的对应关系，所述至少一个画像人群组中的每个画像人群组对应于一个或多个 广告；
    所述广告服务器从所述第一画像人群组所对应的广告中确定需要向所述终端设备返回的投放在所述H5页面的广告。
  6. 如权利要求1至5中任一项所述的方法，其特征在于，所述设备标识为以下任一项：开放广告标识OAID、谷歌广告标识GAID和广告标识IDFA。
  7. 一种广告投放方法，其特征在于，所述方法应用于终端设备，所述方法包括：
    生成绑定请求；其中，所述绑定请求包括第一站点标识和第一设备标识，所述第一站点标识用于标识站点，所述站点用于呈现第5代超文本标记语言H5页面，所述第一设备标识用于标识所述终端设备；
    向广告服务器发送所述绑定请求。
  8. 如权利要求7所述的方法，其特征在于，所述生成绑定请求，包括：
    通过所述终端设备上的广告服务组件中的读取设备标识的接口，读取所述第一设备标识；
    通过客户端应用基于深度链接deeplink技术将所述第一站点标识传到所述广告服务组件中的代理页面，所述客户端应用安装在所述终端设备上，所述客户端应用是包括所述H5页面的应用；
    通过所述广告服务组件基于所述第一站点标识和所述第一设备标识生成所述绑定请求。
  9. 如权利要求7或8所述的方法，其特征在于，所述设备标识为以下任一项：开放广告标识OAID、谷歌广告标识GAID和广告标识IDFA。
  10. 一种广告投放方法，其特征在于，所述方法应用于广告服务器，所述方法包括：
    接收来自终端设备的广告请求，所述广告请求包括第一站点标识，所述第一站点标识用于标识站点，所述站点用于呈现第5代超文本标记语言H5页面，所述广告请求用于请求获取一个或多个广告；
    根据接收到的所述广告请求确定所述终端设备对应的第一设备标识，所述第一设备标识用于标识所述终端设备；
    基于所述第一设备标识向所述终端设备返回投放在所述H5页面的广告。
  11. 如权利要求10所述的方法，其特征在于，所述根据接收到的所述广告请求确定所述终端设备对应的第一设备标识，包括：
    基于接收到的所述广告请求，从预先存储的第一对应关系集合中确定所述第一站点标识所对应的所述第一设备标识，所述第一对应关系集合中包括至少一个站点标识和至少一个设备标识的对应关系，所述至少一个设备标识中的每个设备标识对应于一个或多个站点标识。
  12. 如权利要求11所述的方法，其特征在于，所述方法还包括：
    接收来自所述终端设备的绑定请求，所述绑定请求包括所述第一站点标识和所述第一设备标识；
    基于所述绑定请求，将所述第一站点标识和所述第一设备标识的对应关系保存在所述第一对应关系集合中。
  13. 如权利要求10至12中任一项所述的方法，其特征在于，所述基于所述第一设备 标识向所述终端设备返回投放在所述H5页面的广告，包括：
    基于所述第一设备标识，从预先存储的第二对应关系集合中确定所述第一设备标识所对应的第一画像人群组，所述第二对应关系集合中包括至少一个画像人群组的标识与至少一个设备标识的对应关系，所述至少一个画像人群组中的每个画像人群组对应于一个或多个设备标识，每个画像人群组对应于一组用户特征；
    基于所述第一画像人群组，从预先存储的第三对应关系集合中确定所述第一画像人群组所对应的广告，所述第三对应关系集合中包括至少一个画像人群组与至少一个广告的对应关系，所述至少一个画像人群组中的每个画像人群组对应于一个或多个广告；
    从所述第一画像人群组所对应的广告中确定需要向所述终端设备返回的投放在所述H5页面的广告。
  14. 如权利要求10至13中任一项所述的方法，其特征在于，所述设备标识为以下任一项：开放广告标识OAID、谷歌广告标识GAID和广告标识IDFA。
  15. 一种广告投放装置，其特征在于，包括用于实现如权利要求7至9中任一项所述的方法的模块，或者，包括用于实现如权利要求10至14中任一项所述的方法的模块。
  16. 一种广告投放装置，其特征在于，包括处理器，所述处理器用于执行如权利要求7至9中任一项所述的方法，或者，所述处理器用于执行如权利要求10至14中任一项所述的方法。
  17. 一种终端设备，其特征在于，包括存储器与处理器；其中，
    所述存储器用于存储程序代码；
    所述处理器用于调用所述程序代码以用于实现如权利要求7至9中任一项所述的方法。
  18. 一种广告服务器，其特征在于，包括存储器与处理器；其中，
    所述存储器用于存储程序代码；
    所述处理器用于调用所述程序代码以用于实现如权利要求10至14中任一项所述的方法。
  19. 一种广告投放系统，其特征在于，包括广告服务器和终端设备；其中，
    所述终端设备用于向所述广告服务器发送所述终端设备生成的广告请求，所述广告请求包括第一站点标识，所述第一站点标识用于标识站点，所述站点用于呈现第5代超文本标记语言H5页面，所述广告请求用于请求获取一个或多个广告；
    所述广告服务器用于根据接收到的所述广告请求确定所述终端设备对应的第一设备标识，所述第一设备标识用于标识所述终端设备；
    所述广告服务器用于基于所述第一设备标识向所述终端设备返回投放在所述H5页面的广告。
  20. 一种计算机可读存储介质，其特征在于，包括计算机程序，当所述计算机程序在计算机上运行时，使得所述计算机执行如权利要求1至14中任一项所述的方法。
  21. 一种计算机程序产品，其特征在于，包括计算机程序，当所述计算机程序被运行时，使得计算机执行如权利要求1至14中任一项所述的方法。
  22. 一种程序产品，其特征在于，所述程序产品包括计算机程序，所述计算机程 序存储在可读存储介质中，通信装置的至少一个处理器可以从所述可读存储介质读取所述计算机程序，所述至少一个处理器执行所述计算机程序使得通信装置实施如权利要求1-6任意一项所述的方法或者如权利要求7-9任意一项所述的方法或者如权利要求10-14任意一项所述的方法。
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