CN101075892A - Method, server and customer terminal for releasing advertisement - Google Patents
Method, server and customer terminal for releasing advertisement Download PDFInfo
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- CN101075892A CN101075892A CN 200710088833 CN200710088833A CN101075892A CN 101075892 A CN101075892 A CN 101075892A CN 200710088833 CN200710088833 CN 200710088833 CN 200710088833 A CN200710088833 A CN 200710088833A CN 101075892 A CN101075892 A CN 101075892A
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Abstract
The method comprises: a) server generates a advertisement order sheet; b) server receives the request for downloading the play-controlling file from the client side; according to the user information and the user type limiting information in the play-controlling file, filtering out the advertisement order matching said user information and the user type limiting information; c) according to said advertisement ID and the fodder information, getting the advertisement fodder file; d) the client side plays the advertisement fodder file. The invention also reveals a network advertisement releasing server and a network advertisement releasing client side.
Description
Technical field
The present invention relates to the advertisement putting technical field, particularly a kind of advertisement placement method, a kind of advertisement releasing server and a kind of advertisement putting client.
Background technology
Along with the continuous development of network transmission technology and stream media technology, more and more universal by the multimedia direct broadcast service that high speed internet provides, emerged numerous network direct broadcasting platforms.Content supplier, live platform operation merchant and user are three big main bodys of network direct broadcasting business.The user is when watching network direct broadcasting, numerous advertisements is thrown in to the user by the live platform operation chamber of commerce, for example advertisement is presented in the program introduction of network direct broadcasting software, be presented at chat zone, studio go up and when program cushion, show, demonstration or be superimposed upon on the horse race lamp window of video in the process that program switches.
When carrying out advertisement putting, generally all need client downloads ad material file from the server, play the ad material file of being downloaded then in this locality, thereby realize the broadcast of advertisement.
In network direct broadcasting and advertisement putting business, the pass between the three big main bodys of above-mentioned network direct broadcasting is: content supplier provides programme content; Live platform operation merchant provides playing platform, manages the input of broadcast, relevant advertisements of program and leading subscriber etc.; The user generally need be to live platform operation merchant's registration, and logging on client is watched program and advertisement.In addition, need the advertiser of advertisement delivery and operator to hold consultation, specify in some position of some channel and/or play the advertisement of appointment some opportunity.The server of operator is consulted according to these, generates the advertisement broadcast strategy, and client to this locality, is play correspondent advertisement material file according to broadcast strategy from server downloading and playing strategy and necessary ad material file then.
Present network living broadcast advertisement is thrown in and is adopted broadcast type to throw in strategy mostly, that is, advertisement putting is on certain several program channel, and all watch the user of these program channels all can see the advertisement of being thrown in.
Though this advertisement putting mode can be thrown in different ad contents to different program channels, but watch the user of same program channel a lot, this mode can not be play different advertisements at dissimilar users, the advertisement that can occur playing and be not suitable for the actual user who watches like this, the user has no stomach for for the advertisement of being seen, thereby reduced the efficient of advertisement, increased the advertisement exposure amount in vain and but do not brought actual benefit.
Summary of the invention
In view of this, the present invention proposes a kind of advertisement placement method, in order to realize playing advertisement targetedly at different users.The present invention also provides a kind of advertisement releasing server and a kind of advertisement putting client.
The invention provides a kind of putting method of network advertisement, this method comprises:
A. server generates the advertisement order, and this advertisement order comprises advertisement and identifier, material information and user type prescribed information;
B. server is received the downloading and playing control documents request from client, filter out the advertisement order of user type prescribed information and user profile coupling according to the user profile in the request of described downloading and playing control documents and described user type prescribed information, and will comprise that the Play Control file of advertisement and identifier and material information sends to client in this advertisement order;
C. client is obtained ad material file according to described advertisement and identifier and material information;
D. the described ad material file of client terminal playing.
Described advertisement order further comprises the term of validity of advertisement; This method further comprises: server is deleted described advertisement order after the term of validity of advertisement arrives.
When described user type prescribed information and user profile comprised multinomial information, described filtration is meant selected the advertisement order that multinomial information is all mated, and perhaps selects the wherein advertisement order of each information matches.
This method further comprises: client receives user's registration and preserves the user profile of registration, reads the user profile of being preserved before sending the request of downloading and playing control documents; Perhaps, client prompting user before sending the request of downloading and playing control documents imports user profile, and receives the user profile of user's input.
Described Play Control file further comprises the user type prescribed information, and client further filtered out the ad material file that user type prescribed information and user profile are mated according to user profile and user type prescribed information before playing described ad material file; And/or described Play Control file further comprises the term of validity of advertisement, and client further filtered out effective ad material file according to the advertisement term of validity before playing described ad material file.
The present invention also provides a kind of web advertisement to throw in server, and this server comprises advertisement order generation module, filtering module and server end memory module, wherein:
Advertisement order generation module is used to generate the advertisement order that comprises advertisement and identifier, material information and user type prescribed information, and the advertisement order is kept in the server end memory module;
Filtering module is used for filtering out according to the user profile of client downloads Play Control file request and described user type prescribed information the advertisement order of user type prescribed information and user profile coupling, and will comprise that the Play Control file of advertisement and identifier and material information sends to client in the described advertisement order;
Described server end memory module is used to store described advertisement order.
Described advertisement order further comprises the term of validity of advertisement; This server further comprises administration module, and it is used for the corresponding advertisement order of deletion when the term of validity of advertisement arrives.
The present invention also provides a kind of web advertisement to throw in client, and this client comprises request module, client stores module and playing module, wherein:
Request module is used for comprising to the server initiation downloading and playing control documents request of user profile, and advertisement and identifier and material information in the Play Control file that returns according to server obtains ad material file, and described ad material file is saved in the client stores module;
Playing module is used for playing the ad material file of described client stores module;
The client stores module is used to preserve described ad material file.
The described request module is further used for pointing out the user to import user profile, and receives the user profile of user's input.
Described client further comprises Registering modules, is used to receive user's registration, and the user profile of registration is saved in the described client stores module or in the registrar; The described request module is further used for reading user profile from described memory module or in the described registrar.
Described Play Control file further comprises the user type prescribed information, and described playing module was further used for before playing described ad material file filtering out the ad material file that user type prescribed information and user profile are mated according to user profile and user type prescribed information; And/or described Play Control file further comprises the term of validity of advertisement, and described playing module is further used for filtering out effective ad material file according to the advertisement term of validity before playing described ad material file.
From such scheme as can be seen, because the present invention is provided with the user type prescribed information of advertisement at server, and user end to server sends the user profile of carrying client when asking, server filters out the advertisement of user type prescribed information and user profile coupling then, and the advertisement that filters out offered client, thereby realized throwing at user's personalized advertisement, avoided the advertisement and the actual unfavorable problem of beholder of broadcast effectively, made and when the same advertisement exposure, obtain higher actual gain.
Description of drawings
Fig. 1 is the sequential chart of advertisement placement method in the embodiment of the invention;
Fig. 2 is for being used for the structural representation of the server of advertisement putting in the embodiment of the invention;
Fig. 3 is for being used for the structural representation of the client of advertisement putting in the embodiment of the invention.
Embodiment
For making the purpose, technical solutions and advantages of the present invention clearer, the present invention is described in more detail by the following examples.
Main thought of the present invention is: the user type prescribed information that advertisement is set at server, user end to server carries the user profile of client when sending request, server filters out the advertisement of user type prescribed information and user profile coupling then, and the advertisement that filters out offered client, thereby realize throwing at user's personalized advertisement.
Fig. 1 is the sequential chart of advertisement placement method in the embodiment of the invention.With reference to Fig. 1, advertisement placement method may further comprise the steps in the embodiment of the invention:
Step 101, server generates an advertisement order according to determining good ad content and targeted customer, and preserves the advertisement order that is generated, and for example is saved in the background data base, by all advertisement sequence informations of background database manager.
The advertisement order here comprises the various information of advertisement, mainly contains: be used for representing this advertisement order advertisement and identifier, represent ad content material information, represent that this advertisement throws in the user type prescribed information of targeted customer's information.Wherein, material information can be the storage address of ad material file, and client can be downloaded corresponding ad material file according to this address again after obtaining this address so; Material information also can be ad material file, so the direct downloads ad material file of client.User type prescribed information in the advertisement order can comprise age of user, sex, occupation, location or the like or their combination in any.
In addition, can further include the term of validity of advertisement in the advertisement order, server is safeguarded the advertisement order according to the term of validity of advertisement.If the term of validity of advertisement has arrived, then server can be deleted this advertisement order, thereby avoids providing expired advertisement to client.
Step 102, user end to server are initiated the request of downloading and playing control documents, carry the user profile of client in this request, for example age of user, sex, occupation, location or the like or their combination in any.
Describe client with two concrete examples below and how to obtain user profile.
An example is: the user opens client and prepares to watch the network direct broadcasting program, client is before initiating the request of downloading and playing control documents, the prompting user imports user profile, and receive the user profile that the user imports, in the downloading and playing control documents request of initiating to server, carrying these user profile then.
Another example adopts that user registers etc. imports the method for user profile in advance.For example, the user becomes the member of network direct broadcasting in advance by the client registration, need to fill in user profile in registration process, and then client obtains user profile in the process of user's registration, and is kept at client.After the user starts client and logins successfully, client is extracted user information corresponding, then these user profile are carried in the request,, use http protocol to server requests downloading and playing control documents in conjunction with the same URLs (URL) of known downloading and playing control documents.Client also user profile can be saved in registrar in, this server can merge with advertisement releasing server, client is when initiating the request of downloading and playing control documents so, from this registrar, extract user information corresponding according to user profile, then these user profile are carried in the request.
Step 103 is to step 104, and server is received client downloads Play Control file request, owing to carry user profile in this request, so server can will be received the user profile that client is uploaded simultaneously.Server is according to user profile then, retrieval and filter out the advertisement order that user type prescribed information and user profile are mated in the background data base, promptly satisfy the advertisement order of user individual needs, generate a Play Control file according to these advertisement orders, and the Play Control file that is generated is returned to client.
Server is listed all in the Play Control file can comprise the advertisement and identifier and the material information of each advertisement at the advertising listing of this user's broadcast in the tabulation.The material information here can be the download address of ad material file, also can be ad material file.Further, server can also be added to the term of validity of the user type prescribed information of correspondence and/or advertisement in the Play Control file and send to client.
In above-mentioned filter process, if user type prescribed information and user profile comprise multinomial information, server can be selected advertisement order that every information all mates or the advertisement order of selecting each information matches by filtration.For instance, if all comprise age of user, sex, occupation and location in user type prescribed information and the user profile, server can filter and select these four the advertisement orders that all mate so, also can filter the advertisement order of selecting any coupling in these four, promptly just be selected as long as the advertisement order satisfies an information.
Step 105 is to step 106, after client is received the Play Control file, if the material information in the Play Control file is the address of ad material file, client is downloaded the ad material file of enumerating the Play Control file according to the address of these ad material file and corresponding advertisement and identifier from server so, and preserves the ad material file of being downloaded.
If the material information in the control documents is exactly ad material file, client needn't execution in step 105, the directly ad material file in the execution in step 106 preservation Play Control files so.
Step 107, client are extracted the ad material file that needs broadcast from this locality when playing advertisement, play these ad material file then.
Further, if comprise the user type prescribed information in the Play Control file, the ad material file that client can also filter out both couplings according to the user profile and the user type prescribed information of client is play these ad material file then.Can distinguish different user like this, further guarantee the specific aim of advertisement putting in same client.
In addition, if comprise the term of validity of advertisement in the Play Control file, client can also filter out the current effective ad material file, does not promptly have expired ad material file, plays these ad material file then.Can prevent from like this to play and download in advance but advertisement out of date.
If the new prescribed information of existing user class also has the term of validity of advertisement in the Play Control file, client can be filtered according to both simultaneously.
Because the ad material file downloaded of client terminal local all gets according to filtering user information through server, so can play targetedly and throw in the advertisement that the targeted customer conforms to.
Advertisement delivery system in the embodiment of the invention comprises the server and client side.Fig. 2 and Fig. 3 are respectively the structural representations of server and client side in the embodiment of the invention.
Referring to Fig. 2, the server in the embodiment of the invention comprises advertisement order generation module, filtering module and server end memory module.Server can further include administration module.
In server shown in Figure 2, advertisement order generation module is used for generating the advertisement order according to definite good ad content and targeted customer, and the advertisement order that is generated is saved in the server end memory module.The advertisement order that advertisement order generation module is generated mainly comprises advertisement and identifier, material information and user type prescribed information.In addition, advertisement order generation module can also further add the term of validity of advertisement in the advertisement order.
Filtering module is used to receive the downloading and playing control documents request of client, according to user profile in the request of downloading and playing control documents and user type prescribed information, filter out the advertisement order of user type prescribed information and user profile coupling in the advertisement order of from the server end memory module, preserving, and will comprise that the Play Control file of advertisement and identifier and material information sends to client in the selected advertisement order.Filtering module can also be placed on the term of validity of user type prescribed information and/or advertisement together in the controls playing file and send to client
The server end memory module is used for stores advertisements order, ad material file or the like, and these contents can offer other module of server, can also offer client.
As shown in Figure 2, server can further include administration module, and this administration module is mainly used in the advertisement order in the management server end memory module, for example deletion advertisement order when the term of validity of advertisement expires.
Fig. 3 is the structural representation of client in the embodiment of the invention.As shown in Figure 3, client comprises request module, client stores module and playing module.
Wherein, request module is used for comprising to the server initiation downloading and playing control documents request of user profile, after server returns the Play Control file, and obtain ad material file, and described ad material file is saved in the client stores module according to advertisement and identifier and material information that server returns in the Play Control file.Specifically, if the material information in the Play Control file is the address of ad material file, request module is downloaded the ad material file of enumerating the Play Control file according to the address of these ad material file and corresponding advertisement and identifier from the server end memory module so, and preserves the ad material file of being downloaded in the client stores module; If the material information in the control documents is exactly ad material file, request module is directly preserved the ad material file in the Play Control file in the client stores module so.
Playing module is used for extracting the ad material file that needs are play from the client stores module, plays these ad material file then.Further, if comprise the user type prescribed information in the Play Control file, playing module can also first user profile and user type prescribed information according to client filter out the ad material file that both mate, and plays these ad material file then.If comprise the term of validity of advertisement in the Play Control file, playing module can also filter out the current effective ad material file earlier, plays these ad material file then.If the new prescribed information of existing user class also has the term of validity of advertisement in the Play Control file, playing module can filter according to both simultaneously.
The client stores module is used to preserve described Play Control file, ad material file, user profile etc.
Further, client can also comprise Registering modules.By the member of this Registering modules registration becoming network direct broadcasting, Registering modules also obtains user profile, and is kept in the client stores module except realizing normal registration the user in the process of user's registration in advance.Correspondingly, request module is extracted user information corresponding from the client stores module when initiating the request of downloading and playing control documents, then these user profile are carried in the request.Registering modules also user profile can be saved in registrar in, this server can merge with advertisement releasing server, request module is when initiating the request of downloading and playing control documents so, from this registrar, extract user information corresponding according to user profile, then these user profile are carried in the request.
If client does not comprise Registering modules, request module can be before initiating the request of downloading and playing control documents, the prompting user imports user profile, and after receiving the user profile of user's input, carries these user profile then in the downloading and playing control documents request of initiating to server.
The above only is preferred embodiment of the present invention, and is in order to restriction the present invention, within the spirit and principles in the present invention not all, any modification of being done, is equal to replacement, improvement etc., all should be included within protection scope of the present invention.
Claims (11)
1, a kind of putting method of network advertisement is characterized in that, this method comprises:
A. server generates the advertisement order, and this advertisement order comprises advertisement and identifier, material information and user type prescribed information;
B. server is received the downloading and playing control documents request from client, filter out the advertisement order of user type prescribed information and user profile coupling according to the user profile in the request of described downloading and playing control documents and described user type prescribed information, and will comprise that the Play Control file of advertisement and identifier and material information sends to client in this advertisement order;
C. client is obtained ad material file according to described advertisement and identifier and material information;
D. the described ad material file of client terminal playing.
2, method according to claim 1 is characterized in that, described advertisement order further comprises the term of validity of advertisement;
This method further comprises: server is deleted described advertisement order after the term of validity of advertisement arrives.
3, method according to claim 1, it is characterized in that, when described user type prescribed information and user profile comprised multinomial information, described filtration is meant selected the advertisement order that multinomial information is all mated, and perhaps selects the wherein advertisement order of each information matches.
4, method according to claim 1 is characterized in that, this method further comprises:
Client receives user's registration and preserves the user profile of registration, reads the user profile of being preserved before sending the request of downloading and playing control documents; Perhaps,
Client prompting user before sending the request of downloading and playing control documents imports user profile, and receives the user profile of user's input.
5, method according to claim 1, it is characterized in that, described Play Control file further comprises the user type prescribed information, and client further filtered out the ad material file that user type prescribed information and user profile are mated according to user profile and user type prescribed information before playing described ad material file; And/or,
Described Play Control file further comprises the term of validity of advertisement, and client further filtered out effective ad material file according to the advertisement term of validity before playing described ad material file.
6, a kind of web advertisement is thrown in server, it is characterized in that this server comprises advertisement order generation module, filtering module and server end memory module, wherein:
Advertisement order generation module is used to generate the advertisement order that comprises advertisement and identifier, material information and user type prescribed information, and the advertisement order is kept in the server end memory module;
Filtering module is used for filtering out according to the user profile of client downloads Play Control file request and described user type prescribed information the advertisement order of user type prescribed information and user profile coupling, and will comprise that the Play Control file of advertisement and identifier and material information sends to client in the described advertisement order;
Described server end memory module is used to store described advertisement order.
7, server according to claim 6 is characterized in that, described advertisement order further comprises the term of validity of advertisement;
This server further comprises administration module, and it is used for the corresponding advertisement order of deletion when the term of validity of advertisement arrives.
8, a kind of web advertisement is thrown in client, it is characterized in that this client comprises request module, client stores module and playing module, wherein:
Request module is used for comprising to the server initiation downloading and playing control documents request of user profile, and advertisement and identifier and material information in the Play Control file that returns according to server obtains ad material file, and described ad material file is saved in the client stores module;
Playing module is used for playing the ad material file of described client stores module;
The client stores module is used to preserve described ad material file.
9, client according to claim 8 is characterized in that, the described request module is further used for pointing out the user to import user profile, and receives the user profile of user's input.
10, client according to claim 8 is characterized in that, described client further comprises Registering modules, is used to receive user's registration, and the user profile of registration is saved in the described client stores module or in the registrar;
The described request module is further used for reading user profile from described memory module or in the described registrar.
11, client according to claim 8, it is characterized in that, described Play Control file further comprises the user type prescribed information, and described playing module was further used for before playing described ad material file filtering out the ad material file that user type prescribed information and user profile are mated according to user profile and user type prescribed information; And/or,
Described Play Control file further comprises the term of validity of advertisement, and described playing module is further used for filtering out effective ad material file according to the advertisement term of validity before playing described ad material file.
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| CN 200710088833 CN101075892A (en) | 2007-03-28 | 2007-03-28 | Method, server and customer terminal for releasing advertisement |
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| CN 200710088833 CN101075892A (en) | 2007-03-28 | 2007-03-28 | Method, server and customer terminal for releasing advertisement |
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