CN101694714A - Precise advertisement delivery system and method - Google Patents
Precise advertisement delivery system and method Download PDFInfo
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- CN101694714A CN101694714A CN200910196067A CN200910196067A CN101694714A CN 101694714 A CN101694714 A CN 101694714A CN 200910196067 A CN200910196067 A CN 200910196067A CN 200910196067 A CN200910196067 A CN 200910196067A CN 101694714 A CN101694714 A CN 101694714A
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Abstract
The invention discloses a precise advertisement delivery system comprising an advertisement audience information collecting module, an advertisement content attribute analyzing module and an attribute matching module, wherein the advertisement audience information collecting module is used for receiving information of the advertisement audience according to different attribute classifications as well as validating and storing the received information; the advertisement content attribute analyzing module is used for organizing, storing and analyzing the content attribute of the advertisement, and the classification of the content attribute of the advertisement corresponds to that of the information of the advertisement audience; and the attribute matching module is used for matching and comparing the information of the advertisement audience with the content attribute of the advertisement, and delivering the advertisement according with the matching condition to the advertisement audience. The precise advertisement delivery system carries out zooming analysis on the information of the advertisement audience and the content attribute of the advertisement, selects an advertisement matched with the advertisement audience from various advertisements through limiting the matching condition and deliveries the advertisement to the client, thereby leading the delivery of the advertisement to be more delicate.
Description
Technical field
The invention belongs to and relate to field of information transmission, relate to a kind of precise advertisement delivery system and method in particular.
Background technology
Advertisement has become a kind of information propagation pattern common in present people's daily life, advertisement form in the society is varied at present, but the most common also is that topmost form generally comprises four types: one, paper media, its circulation way is to be to propagate the word graph sheet on paper in circulation way on the paper, comprises newspaper, magazine and book etc.; Two, broadcasting is propagated sound by the form of electric wave; Three, TV; Can propagate figure, literary composition, sound and influence; Four, internet is used for propagating literary composition, figure, sound and influence etc.Particularly present, along with popularizing of internet, Internet advertising market has also obtained swift and violent development, the U.S. rendered to the net investment of Internet advertising aspect in 2008 and accounts for total more than 20% of investment in advertising ratio, expectation will increase fast in this ratio of a few years from now on, and Internet advertising has the trend that replaces the traditional tv advertisement greatly.
Compare with traditional media advertisement, Internet advertising has advantages such as wide coverage, independence is strong, statistics is accurate, easy to adjust, has therefore also reached users' welcome.Because the internet has interactivity, so the advertisement on the internet can set different advertisements according to different clients, and the making of current internet advertisement and throwing in has begun to develop to direction accurately.Mainly analyzing aspect changing that networked advertisement throws at present by attribute to advertisement, after obtaining the target customers of this advertisement, throw in to target customers' accumulation area, such method has realized the analysis to the advertisement characteristic again, thus refinement and the clear and definite target customer of advertisement.But the target customer still is the colony of a huge dispersion.Thereby make a lot of advertisements when throwing in, still be radiated the audient that demand may can not arranged this advertised product.
Summary of the invention
At above-mentioned the deficiencies in the prior art, the technical problem to be solved in the present invention provides a kind of new advertisement delivery system, this system all carries out the refinement analysis to advertisement and audient two sides, and search out both match point, thereby the input of realization advertisement is sophistication more, make advertisement be fit to the demand of commercial audience more, advertisement is become the information useful to the audient.
For solving the problems of the technologies described above, the present invention adopts following technical scheme:
A kind of precise advertisement delivery system, it comprises: the commercial audience information acquisition module, receive the information that commercial audience is registered attribute, excavate the attribute of commercial audience focus, and this information attribute is stored; Ad content attributive analysis module is used for tissue, storage and analyzes the advertisement content attribute; Attribute matching module is used for the attribute and the advertisement content attribute of commercial audience focus are mated, compare, and the advertisement that will meet matching condition is thrown in to commercial audience.
Preferably, a commercial audience is paid close attention to logging modle, is used for that commercial audience is recorded the correspondent advertisement audient to the clicking operation of advertising message and pays close attention to database of record.
Preferably, described commercial audience information acquisition module comprises: the man-machine interaction submodule, be used for carrying out man-machine conversation with commercial audience, and collect user profile; The information management submodule is used for the user profile of collecting is carried out integrality and security verification; The information stores submodule is used for the information after the checking is stored.
Preferably, described ad content attributive analysis module comprises: the advertisement information management submodule is used to the ad content attribute of paying close attention to of storing and organizing the advertiser to import; Advertising message attribute excavation module is used for ad content analysis is drawn the contents attribute that advertisement need be paid close attention to.
Preferably, also comprise: the commercial audience information database is used for stores advertisements audient information; The ad content attribute database is used for the contents attribute of stores advertisements.
In order to realize above-mentioned technical purpose, the present invention also provides a kind of method of accurate advertisement putting, and this method comprises the steps: to gather the information of commercial audience, the information of gathering is verified and is stored according to different attributive classifications; The ad content attribute that provides to the advertisement user is organized, is stored, and advertisement content is analyzed the ad content attribute of paying close attention to making new advances, and the ad content attribute that analysis obtains is organized, stored; The information and the ad content attribute of commercial audience are compared according to certain matching condition, and the advertisement correspondent advertisement audient that will meet matching condition throws in.
Preferably, the information of described commercial audience comprises user ID, user ground Domain Properties, user's economic attribution, age of user attribute, user's sex attribute, consumer taste attribute, other attributes of user, and described ad content attribute comprises: the mulched ground Domain Properties is desired in advertisement and identifier, advertisement, the advertisement desire covers the issue priority of age attribute, advertisement desire covering sex attribute, advertisement desire covering income stratum attribute, advertised product category attribute, other attributes of ad content, advertisement.
Preferably, described matching condition is the individual event exclusive method, promptly as the information of a commercial audience and corresponding contents attribute of advertisement any one be not complementary, can determine that promptly this commercial audience is not suitable for throwing in this advertisement.
Preferably, described matching condition is the multinomial method that satisfies, and promptly at first determines to be complementary a plurality of advertisement key content attributes as the information of a commercial audience and a plurality of specific emphasis contents attribute of an advertisement, then throws in this advertisement to this commercial audience.
Preferably, as a plurality of advertisement content attributes with to the information of commercial audience when being complementary, determine the ad content of transmission according to the priority attribute of advertisement.
The beneficial effect of technique scheme is: this precise advertisement delivery system and method are carried out the refinement analysis to the information of commercial audience and the contents attribute of advertisement itself, from many advertisements, select the advertisement that is complementary with commercial audience by limiting matching condition, and this advertisement thrown in this client, the input that makes advertisement is sophistication more, make advertisement be fit to the demand of commercial audience more, advertisement is become the information useful to the audient.And increased the issue chance of effective advertisement, better the effect of publicity is played in advertisement businessman.
Description of drawings
Fig. 1 is the composition synoptic diagram of system of the present invention.
Fig. 2 is the composition diagram of commercial audience information acquisition module of the present invention.
Fig. 3 is the composition diagram of ad content attributive analysis module of the present invention.
Fig. 4 is the process flow diagram of the inventive method embodiment one.
Fig. 5 is the process flow diagram of the inventive method embodiment two.
Embodiment
Describing the preferred embodiments of the present invention in detail below in conjunction with accompanying drawing describes in detail
As shown in Figure 1, this precise advertisement delivery system comprises: commercial audience information acquisition module, ad content attributive analysis module, attribute matching module and commercial audience are paid close attention to logging modle.Wherein the commercial audience information acquisition module is used for accepting commercial audience information according to different attributive classifications, and the attribute of commercial audience concern is excavated, and the information attribute that will excavate is verified and stored at last.Ad content attributive analysis module is used for tissue, storage and analyzes the advertisement content attribute, and the classification of this advertisement content attribute should be corresponding with the classification of the information of commercial audience.Attribute matching module is used for the attribute and the advertisement content attribute of commercial audience focus are mated, compare, and the advertisement phase commercial audience that will meet matching condition is thrown in.Commercial audience is paid close attention to logging modle and is used for that commercial audience is recorded the correspondent advertisement audient to the clicking operation of advertising message and pays close attention to database of record.
As shown in Figure 2, the commercial audience information acquisition module comprises man-machine interaction submodule, information management submodule, information stores submodule and commercial audience information database.The man-machine interaction submodule is used for carrying out man-machine conversation with commercial audience, collects user profile, and the attribute that commercial audience is paid close attention to excavates.The information management submodule is used for the user profile of collecting is carried out integrality and security verification.Information stores after the information stores submodule will be verified is prepared against inquiry to the commercial audience information database.
As shown in Figure 3, ad content attributive analysis module comprises advertisement information management submodule, advertising message attribute excavation module and ad content attribute database.Wherein advertising message attribute excavation module is used for ad content analysis is drawn the contents attribute that advertisement need be paid close attention to.The advertisement information management submodule is used to store and organize the ad content attribute that the ad content attribute of paying close attention to that the advertiser imports and advertising message attribute excavation module analysis obtain.The ad content attribute database is used for the ad content attribute in order to inquiry.
Below in conjunction with accompanying drawing, the using method of above-mentioned precise advertisement delivery system is described in detail.
As shown in Figure 4, execution in step S100 at first, when the commercial audience user logins, require the commercial audience user to import its corresponding information, these information comprise user ID, user ground Domain Properties, user's economic attribution, the age of user attribute, user's sex attribute, consumer taste attribute and other attributes of user that need, treating needs completeness of user information and security are verified behind user's input information, owing to the commercial audience user logs on as external interface, for the excessive risk interface needs strict user right checking to guarantee the complete and stable of system core data.After verifying, commercial audience user's data stores in the correspondent advertisement audient information database.In the above-mentioned steps, user profile only need be imported when logining first, only need import user ID when logining once more and get final product, and promptly produces the chance of advertisement putting after user's login.
Execution in step S102 extracts the user profile attribute by the information inquiry commercial audience information database of attribute matching module according to user's login then.Follow execution in step S104, attribute matching module is searched advertisement content attribute in the ad content attribute database according to the user profile attribute.The advertisement content attribute comprises advertisement and identifier, the mulched ground Domain Properties is desired in advertisement, the advertisement desire covers the age attribute, the advertisement desire covers the sex attribute, the advertisement desire covers income stratum attribute, the advertised product category attribute, other attributes of ad content, item such as the issue priority of advertisement, this advertisement content attribute generally can directly be imported by the advertisement user, also can analyze ad content by advertising message attribute excavation module, to draw the contents attribute that this advertisement need be paid close attention to, this analysis also can be by realizing that manually the contents attribute that the ad content attribute of user's input or analysis obtain all is equipped with the attribute matching module inquiry through being stored in behind the tissue in the ad content attribute database.
In step S104, attribute matching module compares user profile attribute and advertisement content attribute according to certain matching condition, so that the advertisement that can obtain being fit to is thrown in the user.The condition of coupling can be selected according to actual conditions and advertiser's requirement.This matching condition can adopt following algorithm to realize:
1) individual event exclusive method, the information attribute of this commercial audience do not satisfy the key content attributes match of an advertisement can determine that promptly this commercial audience is not suitable for throwing in.
2) multinomial exclusive method, this commercial audience user's information attribute do not satisfy the ad content attribute of a plurality of appointments simultaneously can determine that promptly this audient is not suitable for throwing in.
3) method is satisfied in individual event, and this commercial audience user's information attribute is as long as satisfy the commercial audience that the coupling of the ad content attribute of an appointment promptly can be defined as being fit to input.
4) multinomially satisfy method, the coupling that this commercial audience user's information attribute satisfies a plurality of specific ad content attributes simultaneously just can be defined as being fit to the commercial audience thrown in.
5) selected exclusive method, by the definite commercial audience that can throw in substantially of one or more commercial audience user's information attribute, by individual event or multinomial exclusive method, the group screens to commercial audience more earlier.
6) advertisement priority coupling satisfies under the condition that the issue of a plurality of advertisements requires simultaneously at same commercial audience.Determine the ad content of transmission according to the priority attribute of advertisement.
The multinomial coupling of more options determine to get rid of cooperation when in above-mentioned algorithm, recommending to use, can realize more effective coupling like this, thereby reduce the invalid input of advertisement advertisement and audient with the individual event coupling.The more efficient information conduit resource that uses.
Adopt above-mentioned a kind of algorithm or multiple algorithm cooperation can draw the advertisement that meets commercial audience information attribute condition, last execution in step S106, qualified advertisement is thrown in, represented in the commercial audience advertisement column, so just finished once accurate input advertisement.
Said method is a kind of open loop type dissemination method in this accurate advertisement placement method, this method is issued way than regular price-line advertising, user profile and advertising message have been carried out comprehensive coupling, thereby guarantee the lifting of efficiency for issuing and the stablizing of user's experience of advertisement, and can use the ad distribution chance more efficiently, obtain better economic benefit.
As shown in Figure 5, another embodiment for the accurate advertisement placement method of the present invention, the difference of this method and a last embodiment is that this method is a closed loop advertisement delivery method, add an advertisement user than the open loop advertisement distributing system and paid close attention to logging modle, when execution in step S106 such as user's execution in step S108, the commercial audience user pays close attention to this advertisement and clicks and enters, but then this moment execution in step S110, this commercial audience client's information is added in the database that the advertisement user pays close attention to logging modle, thereby can satisfy part advertiser's return visit demand, can also verify advertising results.
Precise advertisement delivery system and method are carried out the refinement analysis to the information of commercial audience and the contents attribute of advertisement itself, from many advertisements, select the advertisement that is complementary with commercial audience by limiting matching condition, and this advertisement thrown in this client, the input that makes advertisement is sophistication more, make advertisement be fit to the demand of commercial audience more, advertisement is become the information useful to the audient.And increased the issue chance of effective advertisement, and better the effect of publicity is played in advertisement businessman, obtain better economic benefit.
More than precise advertisement delivery system and method that the embodiment of the invention provided are described in detail; for one of ordinary skill in the art; thought according to the embodiment of the invention; part in specific embodiments and applications all can change; in sum; this description should not be construed as limitation of the present invention, and all any changes of making according to design philosophy of the present invention are all within protection scope of the present invention.
Claims (10)
1. precise advertisement delivery system is characterized in that it comprises:
The commercial audience information acquisition module receives the information that commercial audience is registered attribute, excavates the attribute of commercial audience focus, and this information attribute is stored;
Ad content attributive analysis module is used for tissue, storage and analyzes the advertisement content attribute;
Attribute matching module is used for the attribute and the advertisement content attribute of commercial audience focus are mated, compare, and the advertisement that will meet matching condition is thrown in to commercial audience.
2. precise advertisement delivery system according to claim 1 is characterized in that, also comprises: a commercial audience is paid close attention to logging modle, is used for that commercial audience is recorded the correspondent advertisement audient to the clicking operation of advertising message and pays close attention to database of record.
3. precise advertisement delivery system according to claim 1 is characterized in that, described commercial audience information acquisition module comprises:
The man-machine interaction submodule is used for carrying out man-machine conversation with commercial audience, collects user profile;
The information management submodule is used for the user profile of collecting is carried out integrality and security verification;
The information stores submodule is used for the information after the checking is stored.
4. precise advertisement delivery system according to claim 1 is characterized in that, described ad content attributive analysis module comprises:
The advertisement information management submodule is used to the ad content attribute of paying close attention to of storing and organizing the advertiser to import;
Advertising message attribute excavation module is used for ad content analysis is drawn the contents attribute that advertisement need be paid close attention to.
5. precise advertisement delivery system according to claim 1 is characterized in that, also comprises:
The commercial audience information database is used for stores advertisements audient information;
The ad content attribute database is used for the contents attribute of stores advertisements.
6. an accurate advertisement placement method is characterized in that it comprises the steps:
Gather the information of commercial audience, the information of gathering is verified and stored according to different attributive classifications;
The ad content attribute that provides to the advertisement user is organized, is stored, and advertisement content is analyzed the ad content attribute of paying close attention to making new advances, and the ad content attribute that analysis obtains is organized, stored;
The information and the ad content attribute of commercial audience are compared according to certain matching condition, and the advertisement correspondent advertisement audient that will meet matching condition throws in.
7. accurate advertisement placement method according to claim 6, it is characterized in that: the information of described commercial audience comprises user ID, user ground Domain Properties, user's economic attribution, age of user attribute, user's sex attribute, consumer taste attribute, other attributes of user, and described ad content attribute comprises: the mulched ground Domain Properties is desired in advertisement and identifier, advertisement, the advertisement desire covers the issue priority of age attribute, advertisement desire covering sex attribute, advertisement desire covering income stratum attribute, advertised product category attribute, other attributes of ad content, advertisement.
8. accurate advertisement placement method according to claim 6, it is characterized in that: described matching condition is the individual event exclusive method, promptly as the information of a commercial audience and corresponding contents attribute of advertisement any one be not complementary, can determine that promptly this commercial audience is not suitable for throwing in this advertisement.
9. accurate advertisement placement method according to claim 6, it is characterized in that: described matching condition is the multinomial method that satisfies, promptly at first determine a plurality of advertisement key content attributes, be complementary as the information of a commercial audience and a plurality of specific emphasis contents attribute of an advertisement, then throw in this advertisement to this commercial audience.
10. accurate advertisement placement method according to claim 6 is characterized in that: as a plurality of advertisement content attributes with to the information of commercial audience when being complementary, determine the ad content of transmission according to the priority attribute of advertisement.
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| CN103903159A (en) * | 2012-12-27 | 2014-07-02 | 曹理文 | A method for automatically carrying out advertisement item distribution by identifying user features |
| CN104753975A (en) * | 2013-12-26 | 2015-07-01 | 腾讯科技（北京）有限公司 | Method and system for controlling release of network medium information |
| CN104915851A (en) * | 2014-03-12 | 2015-09-16 | 腾讯科技（北京）有限公司 | Method and apparatus for launching display information |
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| CN108428158A (en) * | 2018-04-25 | 2018-08-21 | 华南理工大学 | A kind of large-size screen monitors advertisement orientation jettison system and method based on multi-source heterogeneous data analysis |
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