CN101329675A - Method and system for matching web page advertisement - Google Patents

Method and system for matching web page advertisement Download PDF

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Publication number
CN101329675A
CN101329675A CNA2007101190662A CN200710119066A CN101329675A CN 101329675 A CN101329675 A CN 101329675A CN A2007101190662 A CNA2007101190662 A CN A2007101190662A CN 200710119066 A CN200710119066 A CN 200710119066A CN 101329675 A CN101329675 A CN 101329675A
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China
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advertisement
keyword
webpage
content
web
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CNA2007101190662A
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Chinese (zh)
Inventor
王闯
李毅明
刘京毅
张川
王湛
于建强
郭眈
李彦宏
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Baidu Online Network Technology Beijing Co Ltd
Beijing Baidu Netcom Science and Technology Co Ltd
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Beijing Baidu Netcom Science and Technology Co Ltd
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Priority to CNA2007101190662A priority Critical patent/CN101329675A/en
Publication of CN101329675A publication Critical patent/CN101329675A/en
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  • Information Transfer Between Computers (AREA)

Abstract

The invention relates to a matching method of web advertisements, which comprises the following steps: when an advertisement code embedded with a code module in a webpage is triggered, the advertisement code module sends an advertisement request to an advertisement server that judges whether key words can be extracted from the webpage normally or not according to the advertisement request; if key words can not be normally extracted, the key words in accordance with preset conditions can be obtained from the webpage collection of the website, in which the webpage exists; the advertisement content that is matched with the key words in an advertisement bank is sent back to the advertisement code module for matching by the advertisement server. The invention also relates to a webpage advertisement matching system which comprises the advertisement code module and the advertisement server. By adopting the invention, the key words can be extracted from the website, in which the webpage exists; therefore, the requirement of advertisement of webpage which cannot be extracted with key words can be met, thus optimizing the matching range of content advertisement and obtaining better advertisement effect.

Description

Web advertisement matching process and system
Technical field
The present invention relates to a kind of web advertisement matching process and system, especially a kind of contents advertising matching process and system.
Background technology
The web page contents advertisement has been widely used in each website now very much, for the website station owner provides a good interests growth point.Common mode is that utilization keyword matching strategy carries out advertisement putting, the Advertisement Server that is network side is analyzed the web page contents of the page that the user browsed, extract the keyword that satisfies condition, in advertisement base, this keyword and advertisement are mated then, and with the coupling advertisement return to webpage, represent then to the user who browses.For instance, if the user has browsed the vocabulary that has more " mp3 player " in the webpage, Advertisement Server can judge whether the weights that this vocabulary calculates according to preset rules (for example with the product of word frequency and inverse document frequency as weights) satisfy threshold value and extract, when satisfying threshold value, " mp3 player " can be accessed with the advertisement relevant with the mp3 player in the advertisement base, return to this webpage, and be combined in this webpage, represent then to the user who browses, at this moment the page that can see of user is exactly the webpage that is comprising content-relevant ad.
This advertisement putting mode can provide correspondent advertisement at user's interest, and effect is better than traditional and the irrelevant advertisement of content.But this mode also has certain defective, this is because the content on the internet has characteristics such as lack of standardization, free, dispersion, under a lot of situations (have framework embedded webpage, be embedded with the dynamic web page of script) in webpage, can't extract keyword, this just makes the advertisement coupling carry out.
Summary of the invention
The objective of the invention is to realize extracting for some webpages and cause to carry out the defective of advertisement coupling at the keyword matching strategy, a kind of web advertisement matching process and system have been proposed, can optimize the matching range of contents advertising, reach better advertisement delivery effect.
For achieving the above object, the invention provides a kind of web advertisement matching process, may further comprise the steps:
When ad code was triggered in the webpage that is embedded with the ad code module, described ad code module was sent ad-request to Advertisement Server;
Described Advertisement Server judges that according to described ad-request described webpage can the normal extraction keyword, if can not the normal extraction keyword, then obtains the keyword that conforms to a predetermined condition from the collections of web pages of the website at this webpage place;
Described Advertisement Server returns to described ad code module with the ad content that mates with described keyword in the advertisement base and mates.
For achieving the above object, the invention provides a kind of web advertisement matching system, comprising:
The ad code module is used for sending ad-request to Advertisement Server when the webpage ad code that is embedded with the ad code module is triggered;
Advertisement Server, link to each other with described ad code module, be used to receive the ad-request that described ad code module is sent, and judge that described webpage can the normal extraction keyword, if can not the normal extraction keyword, then from the collections of web pages of the website at this webpage place, obtain the keyword that conforms to a predetermined condition, and mate returning to described ad code module with the ad content of described keyword coupling in the advertisement base according to described ad-request.
Based on technique scheme, the present invention has the following advantages: the present invention carries out the extraction of keyword to the website at webpage place, can remedy the demand of the webpage advertisement delivery that those can't the normal extraction keyword like this, thereby optimized the matching range of contents advertising, obtained better advertising results.
Below by drawings and Examples, technical scheme of the present invention is described in further detail.
Description of drawings
Fig. 1 is the schematic flow sheet of first embodiment of web advertisement matching process of the present invention.
Fig. 2 is the schematic flow sheet that lists of keywords is set of second embodiment of web advertisement matching process of the present invention.
Fig. 3 is the structural representation of first embodiment of web advertisement matching system of the present invention.
Fig. 4 is the structural representation of second embodiment of web advertisement matching system of the present invention.
Fig. 5 is the structural representation of the 3rd embodiment of web advertisement matching system of the present invention.
Fig. 6 is the structural representation of the 4th embodiment of web advertisement matching system of the present invention.
Embodiment
Each embodiment of the present invention extracts keyword from the collections of web pages of website, then according to the keyword match advertisements, rather than extract keyword and come match advertisements from being written into webpage self content.This advertisement matching way is mainly used in some webpages of solution can't extract suitable keyword, thereby can't carry out the problem of advertisement coupling.This advertisement matching way is combined with existing advertisement matching way, can satisfy the want advertisement of most webpages.
Method embodiment 1
As shown in Figure 1, be the schematic flow sheet of first embodiment of web advertisement matching process of the present invention.In this embodiment, comprise the steps:
Step 101, when the webpage that is embedded with the ad code module is written into by browser by the user, the ad code operation that is triggered is sent ad-request to Advertisement Server.So-called ad code can be expressed by the computerese script, be used for reading the code of advertising message or transmission webpage format information etc., can adopt the JavaScript script, but be not limited to this computerese script, with JavaScript is example, by "＜script language=" JavaScript "〉scripted code＜/script " form ad code is embedded in the webpage;
After step 102, Advertisement Server receive ad-request, according to this ad-request whether this webpage can being judged by the normal extraction keyword, is execution in step 104 then, otherwise execution in step 103;
Step 103, Advertisement Server obtain the keyword that conforms to a predetermined condition from the collections of web pages of the website at this webpage place, execution in step 105 then;
Step 104, Advertisement Server directly extract keyword from the content of text of webpage;
Step 105, Advertisement Server return to the ad code module with the ad content that mates with keyword in the advertisement base and mate.Advertisement base can adopt the database form, and a plurality of ad contents are stored in the mode of record, and each ad content is corresponding to an advertisement and identifier.
For the situation that can't normally from webpage, extract keyword, can require to select different predetermined conditions according to the difference of screening.So-called predetermined condition is meant generally whether the weights that calculate by pre-defined rule meet threshold value, for example whether the frequency that certain speech occurs in the content of text of one or more webpages reaches threshold value, perhaps word frequency (Term Frequency, abbreviation TF) whether the product with inverse document frequency (Inverse Document Frequency is called for short IDF) reaches threshold value etc.
This situation of keyword of can't be normally extracting from webpage is specific to webpage, may be because problems such as web page frame or dynamic web page cause extracting keyword, at this moment extract keyword by the website of this webpage and just become a kind of effective alternative, certain news web page relevant for example with football, its higher level's catalogue may also be correlated with football or with physical culture relevant content, the embodiment of the invention is carried out the extraction of content to the collections of web pages in higher level's catalogue when extracting keyword, the generic of the advertisement that is complementary with the key word that extracts and the content of this webpage is relevant, has also realized the specific aim of contents advertising.Therefore the scheme of present embodiment can directly be used, the alternative when also can be used as from the failure of current web page extraction keyword.
Method embodiment 2
As shown in Figure 2, be the schematic flow sheet that lists of keywords is set of second embodiment of web advertisement matching process of the present invention.Compare with a last embodiment, in step 103, need to read earlier the lists of keywords related that sets in advance in the present embodiment, and keyword is screened according to this lists of keywords with collections of web pages.Wherein need earlier the lists of keywords related with collections of web pages to be provided with, flow process be set comprise:
Step 201, Advertisement Server are chosen the collections of web pages of this website, webpage place, and read the content of text of described collections of web pages.Whole webpages or part webpage under the top-level domain that so-called collections of web pages can be the website, or whole webpages or part webpage under the second level domain corresponding of website with this webpage, or be the whole webpages under upper level or more multi-level catalogue or the part webpage of this webpage, concrete which kind of collections of web pages of selecting can be set according to the Type of website in advance, for portal website, can consider the webpage under higher level's catalogue or the more senior catalogue; And, can adopt whole webpages under the top-level domain or part webpage etc. for professional website.
When selecting collections of web pages, can obtain granular information by hierarchical clustering algorithm (Hierarchical Clustering Algorithms) according to the institutional framework of the website at page place, and hierarchical clustering algorithm existing more introduction in existing various documents, S.C.Johnson (1967) for example: " Hierarchical Clustering Schemes " Psychometrika, 2:241-254, R.D ' andrade (1978): " U-Statistic HierarchicalClustering " Psychometrika, 4:58-67 etc.Just can in this website, webpage place, choose several webpages then according to granular information that obtains and randomized policy as collections of web pages.
Step 202, Advertisement Server carry out participle to content of text, and extract the keyword that conforms to a predetermined condition in the content of text.So-called participle is concerning advertisement publishers, what may buy is a sentence or long phrase, at this moment just this sentence or phrase need be cut, be divided into a plurality of vocabulary, select to satisfy the keyword that can show advertisement publishers' products characteristics then.
When participle, can also adopt many documents keyword extracting method from several webpages of choosing, to extract keyword, and the keyword that extracts is screened.This mode only can avoid the content of text according to a piece or the less page to extract keyword may cause with theme certain skewed popularity being arranged, many documents keyword extracting method is a proven technique comparatively in the prior art, as Multi-documentSummarization and Information Extraction Goldstein, J., Mittal, V., Carbonell, J.and Kantrowitz, M.2000, " Multi-document summarizationby sentence extraction. " In Proceedings of the ANLP/NAACL Workshopon Automatic Summarization, Seattle, WA.Radev, D.R.and McKeown, K.R.1998 etc. have not here just described in detail.
During the keyword that in the collections of web pages of website, extracts, can carry out the operation of stop words screening to keyword, so-called stop words (Stopwords) is meant the webpage main body vocabulary that it doesn't matter, for example some tone auxiliary words " ", " " etc., date and non-commercial English alphabet and combination etc. also if having time,, these speech often frequency of occurrences are very high, should be ignored, to avoid the interference to keyword.
After filtering out keyword, Advertisement Server is retrieved according to keyword, the advertisement and identifier that retrieval and this keyword are complementary.Illustrate, if keyword is " gift ", then according to the advertisement and identifier of this keyword retrieval correspondence, this sign can adopt numeral, letter or combination, and other any possible form.Advertisement Server can extract corresponding advertising content according to advertisement and identifier from advertisement base, and this ad content is returned to the described webpage that includes ad code.
There are many groups and advertisement and identifier corresponding advertising content in the advertisement base, when having determined advertisement and identifier, just can in advertisement base, search corresponding advertising content, and return to the webpage that comprises ad code, at this moment webpage can be embedded into ad content in the webpage, and represents to the viewer.
System embodiment 1
As shown in Figure 4, be the structural representation of first embodiment of web advertisement matching system of the present invention.In the present embodiment, the web advertisement matching system comprises following two parts: ad code module 1 and Advertisement Server 2, wherein ad code module 1 is used for sending ad-request to Advertisement Server when the webpage ad code that is embedded with the ad code module is triggered; Advertisement Server 2 links to each other with ad code module 1, be used to receive the ad-request that ad code module 1 is sent, and judge that webpage can the normal extraction keyword, if can not the normal extraction keyword, then from the collections of web pages of the website at this webpage place, obtain the keyword that conforms to a predetermined condition, and mate returning to ad code module 1 with the ad content of described keyword coupling in the advertisement base according to ad-request.
Module below also specifically having comprised in Advertisement Server 2: module 6 is returned in judge module 3, keyword acquisition module 4, advertisement matching module 5 and advertisement, wherein judge module 3 links to each other with ad code module 1, is used for judging that according to the ad-request that receives described webpage whether can the normal extraction keyword; Keyword acquisition module 4 links to each other with judge module 3, is used for judging can not the normal extraction keyword time, obtains the keyword that conforms to a predetermined condition from the collections of web pages of the website at this webpage place; Advertisement matching module 5 links to each other with keyword acquisition module 4, is used for according to described ad-request from the advertisement base coupling ad content relevant with described keyword; Advertisement is returned module 6 and is linked to each other with advertisement matching module 5, is used for ad content is returned to ad code module 1.
System embodiment 2
As shown in Figure 5, structural representation for second embodiment of web advertisement matching system of the present invention, compare with a last embodiment, keyword acquisition module 4 further comprises in the present embodiment: lists of keywords reading unit 41 and keyword screening unit 42, wherein lists of keywords reading unit 41 links to each other with judge module 3, is used to read the lists of keywords related with described collections of web pages that sets in advance; Keyword screening unit 42 links to each other with advertisement matching module 5 with lists of keywords reading unit 41, is used for according to this lists of keywords keyword being screened.
System embodiment 3
As shown in Figure 5, be the structural representation of the 3rd embodiment of web advertisement matching system of the present invention.Compare with a last embodiment, increased lists of keywords in the present embodiment in the Advertisement Server 2 module 7 has been set, this module comprises: webpage extraction unit 71 and extraction unit 72, wherein webpage extraction unit 71 is mainly used in the collections of web pages of choosing this website, webpage place, and reads the content of text of described collections of web pages.Specifically, can also comprise the unit of the granular information that is used to obtain website in the webpage extraction unit 71, and the unit that is used for choosing in this website, webpage place according to described granular information and randomized policy several webpages.
Extraction unit 72 can carry out participle to content of text, and extracts the keyword that conforms to a predetermined condition in the content of text, constitutes lists of keywords.In extraction unit 72, can comprise being used for extracting the unit of the keyword that word frequency is the highest the described content of text from several webpages of choosing, and be used for unit that the keyword that extracts is screened according to many documents keyword extracting method.
For fear of the interference of some and the webpage main body vocabulary that it doesn't matter to keyword extraction, can also module be set in lists of keywords and add stop words screening unit, link to each other with extraction unit, be used for that keyword is carried out stop words and screen.
System embodiment 4
As shown in Figure 6, be the structural representation of the 4th embodiment of web advertisement matching system of the present invention.Compare with a last embodiment, the advertisement matching module 5 of present embodiment can specifically comprise advertisement and identifier retrieval unit 51 and ad content extraction unit 52, wherein advertisement and identifier retrieval unit 51 links to each other with key word screening module 42, be used for retrieving the advertisement and identifier of match retrieval according to the keyword that conforms to a predetermined condition; Ad content extraction unit 52 returns module 6 with advertisement and identifier retrieval unit 51 and advertisement and links to each other, and is used for extracting corresponding advertising content according to advertisement and identifier from advertisement base.
More than system embodiment of the present invention carry out keyword extraction by some collections of web pages relevant with Web page subject to the website, and carry out the advertisement coupling according to the keyword of these extractions, can remedy the demand of the webpage advertisement delivery that those can't the normal extraction keyword, thereby optimized the matching range of contents advertising, obtained better advertising results.
Should be noted that at last: above embodiment is only in order to illustrate that technical scheme of the present invention is not intended to limit; Although with reference to preferred embodiment the present invention is had been described in detail, those of ordinary skill in the field are to be understood that: still can make amendment or the part technical characterictic is equal to replacement the specific embodiment of the present invention; And not breaking away from the spirit of technical solution of the present invention, it all should be encompassed in the middle of the technical scheme scope that the present invention asks for protection.

Claims (18)

1, a kind of web advertisement matching process is characterized in that, may further comprise the steps:
When ad code was triggered in the webpage that is embedded with the ad code module, described ad code module was sent ad-request to Advertisement Server;
Described Advertisement Server judges that according to described ad-request described webpage can the normal extraction keyword, if can not the normal extraction keyword, then obtains the keyword that conforms to a predetermined condition from the collections of web pages of the website at this webpage place;
Described Advertisement Server returns to described ad code module with the ad content that mates with described keyword in the advertisement base and mates.
2, web advertisement matching process according to claim 2 is characterized in that, if described webpage can the normal extraction keyword, then directly extracts keyword from the content of text of described webpage.
3, web advertisement matching process according to claim 1, it is characterized in that, the operation of the keyword that described acquisition conforms to a predetermined condition is specially: read the lists of keywords related with described collections of web pages that sets in advance, and according to this lists of keywords keyword is screened.
4, web advertisement matching process according to claim 3 is characterized in that, the operation of the lists of keywords that described setting is related with collections of web pages is specially:
Choose collections of web pages, and read the content of text of described collections of web pages;
Described content of text is carried out participle, and extract the keyword that conforms to a predetermined condition in the described content of text and form lists of keywords.
5, web advertisement matching process according to claim 4, it is characterized in that, the described operation of choosing the collections of web pages of this website, webpage place is specially: obtain the granular information of website, choose several webpages according to described granular information and randomized policy in this website, webpage place then.
6, web advertisement matching process according to claim 4, it is characterized in that, described described content of text is carried out participle, and the operation of extracting the keyword that conforms to a predetermined condition in the described content of text is specially: extract the keyword that conforms to a predetermined condition in the described content of text according to many documents keyword extracting method from several webpages of choosing, and the keyword that extracts is screened.
7, web advertisement matching process according to claim 6 is characterized in that, during word frequency is the highest in extracting described content of text keyword, also comprises the operation of described keyword being carried out the stop words screening.
8, web advertisement matching process according to claim 1 is characterized in that, described Advertisement Server is specially the operation that the ad content that mates with the described keyword that conforms to a predetermined condition in the advertisement base returns to described ad code module:
Described Advertisement Server is retrieved according to the described keyword that conforms to a predetermined condition, the advertisement and identifier of retrieval and the described keyword coupling that conforms to a predetermined condition;
From advertisement base, extract corresponding advertising content according to described advertisement and identifier, and this ad content is returned to described ad code module.
9, a kind of web advertisement matching system is characterized in that, comprising:
The ad code module is used for sending ad-request to Advertisement Server when the webpage ad code that is embedded with the ad code module is triggered;
Advertisement Server, link to each other with described ad code module, be used to receive the ad-request that described ad code module is sent, and judge that described webpage can the normal extraction keyword, if can not the normal extraction keyword, then from the collections of web pages of the website at this webpage place, obtain the keyword that conforms to a predetermined condition, and mate returning to described ad code module with the ad content of described keyword coupling in the advertisement base according to described ad-request.
10, web advertisement matching system according to claim 9 is characterized in that, described ad code module further comprises:
Request sending module links to each other with described Advertisement Server, is used for sending ad-request to described Advertisement Server.
11, web advertisement matching system according to claim 9 is characterized in that, described Advertisement Server further comprises:
Judge module links to each other with described ad code module, is used for judging that according to the ad-request that receives described webpage whether can the normal extraction keyword;
The keyword acquisition module links to each other with described judge module, is used for can not the normal extraction keyword time, obtains the keyword that conforms to a predetermined condition from the collections of web pages of the website at this webpage place;
The advertisement matching module links to each other with described keyword acquisition module, is used for according to described ad-request from the advertisement base coupling ad content relevant with described keyword;
Module is returned in advertisement, links to each other with the ad code module with described advertisement matching module, is used for described ad content is returned to the ad code module.
12, web advertisement matching system according to claim 11 is characterized in that, described keyword acquisition module further comprises:
The lists of keywords reading unit is used to read the lists of keywords related with described collections of web pages that sets in advance;
Keyword screening unit links to each other with described lists of keywords reading unit, is used for according to this lists of keywords keyword being screened.
13, web advertisement matching system according to claim 12 is characterized in that, described Advertisement Server also comprises:
Lists of keywords is provided with module, is used to be provided with the lists of keywords related with collections of web pages.
14, web advertisement matching system according to claim 13 is characterized in that, described lists of keywords is provided with module and comprises:
The webpage reading unit is used to choose the collections of web pages of this website, webpage place, and reads the content of text of described collections of web pages;
Extraction unit links to each other with the lists of keywords reading unit with described webpage reading unit, is used for described content of text is carried out participle, and extracts the keyword that conforms to a predetermined condition in the described content of text, constitutes lists of keywords.
15, web advertisement matching system according to claim 14, it is characterized in that, described webpage reading unit comprises the unit of the granular information that is used to obtain website, and the unit that is used for choosing in this website, webpage place according to described granular information and randomized policy several webpages.
16, web advertisement matching system according to claim 15, it is characterized in that, described extraction unit comprises and is used for extracting the unit of the keyword that conforms to a predetermined condition the described content of text according to many documents keyword extracting method from several webpages of choosing, and is used for unit that the keyword that extracts is screened.
17, web advertisement matching system according to claim 16 is characterized in that, described lists of keywords is provided with module and also comprises stop words screening unit, links to each other with described extraction unit, is used for described keyword is carried out the stop words screening.
18, web advertisement matching system according to claim 12 is characterized in that, described advertisement matching module comprises:
The advertisement and identifier retrieval unit links to each other with described keyword acquisition module, is used for retrieving the advertisement and identifier of match retrieval according to the described keyword that conforms to a predetermined condition
The ad content extraction unit returns module with described advertisement and identifier retrieval unit with advertisement and links to each other, and is used for extracting corresponding advertising content according to described advertisement and identifier from advertisement base.
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WO2014101556A1 (en) * 2012-12-27 2014-07-03 深圳先进技术研究院 Object-oriented webpage advertisement insertion method and system
CN103970800A (en) * 2013-02-05 2014-08-06 腾讯科技（深圳）有限公司 Method and system for extracting and processing webpage related keywords
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