CN102301658A

CN102301658A - Advertisement Delivery Method, Advertisement Server And Advertisement System

Info

Publication number: CN102301658A
Application number: CN2009801546689A
Authority: CN
Inventors: 李辉; 陈寒江
Original assignee: Huawei Technologies Co Ltd
Current assignee: Huawei Technologies Co Ltd
Priority date: 2009-09-11
Filing date: 2009-09-11
Publication date: 2011-12-28
Anticipated expiration: 2029-09-11
Also published as: CN102301658B; WO2011029238A1

Abstract

An advertisement delivery method, advertisement server and advertisement system are provided in embodiments of the invention. The advertisement delivery method includes: receiving an accessing network request sent from a user, and said accessing network request at least comprises the source IP address of the user; according to the maintained relationship information of IP addresses, user identifiers and user activity features, obtaining the user activity feature corresponding to the source IP address in said accessing network request, wherein said user activity feature is obtained by digging and analyzing the parsed result of the user accessing network request, wherein the parsed result is output by the Deep Packet Inspection (DPI) device; obtaining matching advertisement information at least according to said user activity feature; returning an accessing network response corresponding to said accessing network request to the user, and said accessing network response at least comprises said advertisement information. A corresponding advertisement server and advertisement system are also provided in the embodiments of the invention. The above mentioned method, apparatus and system can realize the accurate pushing of advertisement information.

Description

Advertisement Delivery Method, Advertisement Server And Advertisement System

The present embodiments relate to communication technical field, more particularly to a kind of advertisement placement method, Advertisement Server and ad system for advertisement placement method, Advertisement Server and ad system technical field.Background technology

Development is delivered towards accurate in current advertisement field, many portal websites set up local gateway to regional development in various regions, are positioned from region positioning, timi requirement to behavior, from knowing " you where " to knowing " you are in What for ".

A kind of prior art is being capable of downloads ad by the addition in website and webpage or personal blog net

Java scr ipt scripts, when the user accessed the web page, due to including Java scr ipt scripts on webpage, client browser can automatically initiate the request that downloads ad is sent to Advertisement Server, if local IP access is to access first, then Advertisement Server does not know about the content of the webpage, by Advertisement Server robot can be sent to browse the webpage, web page contents are analyzed, and preserve analysis result, when user browses the webpage again, client browser sends the request of downloads ad from trend Advertisement Server, wherein, Advertisement Server returned to corresponding advertisement according to former analysis result.

Inventor has found in the prior art during the present invention is realized, is the content push advertisement that webpage is accessed according to user, it is impossible to ensure to push the advertisement made to measure for different user, accurately advertisement pushing is carried out to user so as to can not realize.The content of the invention

The embodiment of the present invention is to provide a kind of advertisement placement method, Advertisement Server and ad system, to improve the precision of user advertising dispensing.

The embodiments of the invention provide a kind of advertisement placement method, including：

The access network request that user sends is received, the access network request is with comprising at least user source IP Location；

According to the relation information of the IP address of maintenance, user's mark and user behavior feature, acquisition and the user behavior feature corresponding to the source I P addresses in the access network request, wherein the user behavior is characterized in detect that the analysis result mining analysis that the customer access network of DPI equipment output is asked is obtained to deep message；

According at least to the user behavior feature, the advertising message of matching is obtained；

Network answer is accessed to user's return is corresponding with the access network request, the access network answer comprises at least the advertising message.

The embodiment of the present invention additionally provides another advertisement placement method, including：

The first access network request that user sends is received, described first accesses network request comprising user's source IP address and access station address；

According to the relation information of the IP address of maintenance, user's mark and user behavior feature, acquisition and the user behavior feature corresponding to the source IP address in the described first access network request, wherein the user behavior is characterized in detect that the analysis result mining analysis that the customer access network of DPI equipment output is asked is obtained to deep message；

According to the user behavior feature, the advertising message of matching is obtained；

The Website server accessed corresponding to station address in network request is accessed to described first and sends the second access network request for including the advertising message, receives and the second access network answer comprising the advertising message is returned to user.

The embodiment of the present invention additionally provides a kind of Advertisement Server, including：

First communication module, for receiving the access network request that user sends, the access network request comprises at least user's source IP address, and accesses network answer to user's return is corresponding with the access network request, and the access network answer comprises at least the advertising message of the matching；

User-behavior management module, for the relation information of the IP address according to maintenance, user's mark and user behavior feature, the user behavior corresponding to source IP address in acquisition and the access network request is special Behavioural analysis module, the analysis result mining analysis of customer access network request for detecting the output of DPI equipment to deep message obtains user behavior feature, and refreshes the user behavior feature that association is identified with corresponding user by the user-behavior management module；

Advertising management module, returns to corresponding access network answer, the access network answer comprises at least the advertising message of the matching for according at least to the user behavior feature, obtaining the advertising message of matching, and by the first communication module to user.

The embodiment of the present invention additionally provides another Advertisement Server, including：

Third communication module, accesses network request, the first access network request is comprising user's source IP address and accesses station address, and returns to the second access network answer to user for receiving user sends first；

User-behavior management module, for the relation information of the IP address according to maintenance, user's mark and user behavior feature, obtains and the user behavior feature corresponding to the source IP address in the access network request；

Behavioural analysis module, the analysis result mining analysis of customer access network request for detecting the output of DPI equipment to deep message obtains user behavior feature, and refreshes the user behavior feature that association is identified with corresponding user by the user-behavior management module；

Advertising management module, for according to the user behavior feature, obtaining the advertising message of matching；Fourth communication module, the the second access network request for including the advertising message is sent for accessing the corresponding Website server of station address that accesses in network request to described first, receives and the second access network answer comprising the advertising message is returned to user by the third communication module.

The embodiment of the present invention additionally provides a kind of ad system, including：

The network equipment, the access network request for transmitting user；

Deep message detects DP I equipment, is parsed for the customer access network request to receiving, corresponding analysis result is exported to Advertisement Server；

Advertisement Server, the analysis result for being exported according to the DPI equipment is handled, and returns to the access network answer for the advertising message for comprising at least matching user behavior feature. The embodiment of the present invention additionally provides another ad system, including：

Deep message detects DP I equipment, accesses network request for parsing the first of user, and export corresponding analysis result to Advertisement Server；

Advertisement Server, analysis result for being exported according to the DPI equipment is handled, and accesses the second access network request that the corresponding Website server of station address sends the advertising message comprising matching user behavior feature into the described first access network request；Receive and return to corresponding second to user and access network answer；

Website server, for accessing network request according to described second, the advertising message included in the access network request is inserted into the corresponding second web page answers page and the Advertisement Server is returned to.

The embodiment of the present invention additionally provides another ad system, including：

Advertisement Server, analysis result for being exported according to the DPI equipment is handled, and the corresponding Website server of access station address accessed to described first in network request sends the second access network request of user's mark comprising matching user's source IP address, and return to the advertising message with user behavior characteristic matching of the Website server request；

Website server, user for being accessed according to described second in network request identifies, ask to identify the advertising message matched with the user to the Advertisement Server, and the advertising message of the matching is inserted into the corresponding second web page answers page and user is returned to.

It can be seen that, advertisement placement method provided in an embodiment of the present invention, Advertisement Server and ad system, in advertisement release process, according to the IP address of maintenance, user identifies the relation information with user behavior feature, obtain user behavior feature corresponding with user's source IP address in the access network request, wherein, because the user behavior of maintenance is characterized in that the result mining analysis that DPI equipment is exported is obtained, like this, it is ensured that system can refresh forgoing relationship information using user's internet behavior in real time, so as to ensure the real-time and accuracy of relation information, and user's mark relative to IP address can more objective reflection User identity, like this, the advertising message of matching is obtained according to user behavior feature, and return to the access network answer including at least the advertising message to ustomer premises access equipment, so as to realize provide the user with targetedly, " making to measure " advertising message so that improve advertising message dispensing precision.Brief description of the drawings

Fig. 1 is the schematic flow sheet of advertisement placement method embodiment one of the present invention；

Fig. 2 is the schematic flow sheet of advertisement placement method embodiment two of the present invention；

Fig. 3 A are a kind of a kind of structural representation of Advertisement Server embodiment of the invention；

Fig. 3 B are a kind of another structural representation of Advertisement Server embodiment of the invention；

Fig. 4 is a kind of yet another construction schematic diagram of Advertisement Server embodiment of the invention；

Fig. 5 is a kind of another structural representation of Advertisement Server embodiment of the invention；

Fig. 6 is the structural representation of another Advertisement Server embodiment of the invention；

Figure is a kind of structural representation of ad system embodiment of the invention；

Fig. 8 is the structural representation of another ad system embodiment of the invention；

Fig. 9 is the structural representation of another ad system embodiment of the invention；

Figure 10 A are a kind of networking structure schematic diagram of ad system of the specific embodiment of the invention；Figure 10 B are the networking structure schematic diagram of another ad system of the specific embodiment of the invention；Figure 10 C are the networking structure schematic diagram of another ad system of the specific embodiment of the invention；Figure 11 is a kind of interaction diagrams of user identity identification of the embodiment of the present invention；

Figure 12 is the schematic flow sheet of user's internet behavior analysis process in the first specific embodiment of the invention；Fig. 13 is the schematic flow sheet of advertisement release process in the first specific embodiment of the invention；Figure 14 is the schematic flow sheet of advertisement release process in the second specific embodiment of the invention；Figure 15 is the schematic flow sheet of advertisement release process in the 3rd specific embodiment of the invention；Figure 16 is the schematic flow sheet of advertisement release process in the 4th specific embodiment of the invention；Figure 17 is the schematic flow sheet of advertisement release process in the 5th specific embodiment of the invention；Figure 18 is the schematic flow sheet of advertisement release process in the 6th specific embodiment of the invention； Figure 19 is the schematic flow sheet of advertisement release process in the 7th specific embodiment of the invention.Embodiment

To make the purpose, technical scheme and advantage of the embodiment of the present invention clearer, below in conjunction with the accompanying drawing in the embodiment of the present invention, technical scheme in the embodiment of the present invention is clearly and completely described, obviously, described embodiment is a part of embodiment of the invention, rather than whole embodiments.Based on the embodiment in the present invention, the every other embodiment that those of ordinary skill in the art are obtained under the premise of creative work is not made belongs to the scope of protection of the invention.

The embodiment of the present invention provides a kind of advertisement placement method, server and advertisement delivery system, corresponding user behavior feature can be obtained according to the IP address accessed in network request from user, the advertising message of matching is obtained according at least to the user behavior feature, so as to push the advertising message made to measure to the user, improve the precision that user advertising is delivered, the cooperation of DPI equipment and Advertisement Server is wherein detected by deep message, the excavation of user behavior feature is realized.

It is described in detail the embodiment of the present invention below in conjunction with the accompanying drawings：

The embodiment of the present invention one provides a kind of advertisement placement method, and Fig. 1 is the schematic flow sheet of advertisement placement method embodiment one of the present invention, and the executive agent of this method can be Advertisement Server in ad system or join the server of website（Referred to as Website server）, as shown in figure 1, comprising the following steps：

The access network request that step 101, reception user send, the access network request comprises at least user's source IP address；

It should be appreciated that search keyword can also be included in the access network request, station address is accessed（Such as URL information）；

Step 102, the IP address according to maintenance, user mark and user behavior feature relation information, obtain and the user behavior feature corresponding to the source IP address in the access network request, the user behavior wherein safeguarded is characterized in DPI (Deep Packet Inspect ion, depth just blunt text detection）Equipment output customer access network request analysis result mining analysis obtain (it also will be understood that into：According to DPI The analysis result of the customer access network request of equipment output identifies the user behavior feature of association with corresponding user to refresh forgoing relationship information, especially refreshing）；Here user behavior feature refers to user's online Behavior preference, interest for showing etc., as user likes accessing automotive-type, football class webpage, and user likes shopping online etc..

It should be noted that, referred to herein as maintenance IP address, user mark and user behavior feature relation information the form of expression can be safeguard IP address and user mark the first relation information, second relation information of the user's mark and user behavior feature of maintenance, includes but is not limited to this；

In the case where one kind is realized, step 102 can include：

Just blunt the first relation information identified according to the IP address of maintenance and user, obtains user's mark corresponding with the source IP address；

The second relation information with user behavior feature is identified according to the user of maintenance, user behavior feature corresponding with user mark is obtained, is obtained wherein the user behavior of the maintenance is characterized in the analysis result progress mining analysis asked by Advertisement Server according to DPI equipment customer access network；

Step 103, the advertising message matched according at least to the user behavior feature, acquisition；Step 104, to user return it is corresponding with the access network request access network answer, the access network answer is including at least the advertising message.

It should be noted that advertising message here can be ad content in itself or advertisement link, etc..

It can be seen that, the embodiment of the present invention is in advertisement release process, user behavior feature is obtained according to the source IP address accessed in network request from user, and the advertising message of matching is obtained according at least to user behavior feature, the access network answer for including advertising message is returned to user, because advertising message is obtained according at least to user behavior characteristic matching, and the analysis result mining analysis that user behavior is characterized in the customer access network request exported in real time to DPI equipment by Advertisement Server is obtained, in other words, Advertisement Server and DPI equipment, which coordinate, to carry out real-time mining analysis to the internet behavior of user, so as to real-time, no

The different advertising messages of/correspondence, so as to provide the user with targetedly, " making to measure " advertisement Information, so as to improve the precision of advertising message dispensing.

Under a kind of implementation, it can further include in the above embodiment of the present invention：

According to the access station address in the access network request, send second to corresponding Website server and access network request, and receive the web page answers page or stream medium data of return；

And the advertising message obtained in above-mentioned steps 103 is inserted into the web page answers page or stream medium data；Accordingly, step 104 is specially：The web page answers page inserted with advertising message or the stream medium data inserted with advertising message are returned to user.

Accordingly, according at least to the user behavior feature in above-mentioned step 103, obtaining the advertising message of matching can include：

According to the user behavior feature and the relation information of advertising message of maintenance, obtain the advertising message with the user behavior characteristic matching, or according to the user behavior feature and the relation information of advertising message of maintenance, obtain the advertising message matched with the key word information in the user behavior feature and the web page answers page；For the latter, it is necessary to which key word information and user behavior feature corresponding with IP address in explanation, the web page answers page go matching to obtain corresponding advertising message together as user behavior feature.

The embodiment of the present invention is additionally provided can further include in another embodiment, i.e. above-described embodiment：Build in advertising framework, the advertising framework inserted with the access station address in the advertising message and the access network request；Accordingly, step 104 is specially：The access network answer for including the advertising framework is returned to user.It should be noted that advertising framework here can be a webpage, contain in webpage containing web site url is joined in advertisement, JS codes, user browser can join website automatically according to this links and accesses.

In order to accomplish to push the advertisement made to measure to user, user identity can be accurately identified, the method that above-described embodiment is mentioned can further include：Receive and safeguard the relation information that user's IP address that the network equipment is sent is identified with user, it should be noted that, here the network equipment is the related network elements of carrier network, including but not limited to convergence device, such as BRAS (Broadband Remote Acces s Serve, broad band remote access gateway）, GGSN (Ga teway GPRS Suppor t Node, gateway GPRS supporting node）, or gateway device, such as PE (Prov ider Edge, Metropolitan Area Network (MAN) egress router）, Or access device, such as DSLAM (Digital Subscriber Line Access Multiplexer, Digital Subscriber Line Access Multiplexer）Deng.So as to avoid the inaccuracy that user is directly recognized by IP address, IP address is dynamic, such as ADSL dial-up user after all, and each dialup ip can all become, therefore directly can not judge user identity from IP.Under a kind of implementation, the analysis result mining analysis of the customer access network request exported to DPI equipment can specifically include：The network access relevant information and behavioural characteristic analysis rule exported according to DPI equipment, mining analysis obtains corresponding user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association, it should be noted that corresponding user's mark refers to that the source IP address association/corresponding user accessed in network request with receiving identifies here.It should be noted that network access relevant information here can include URL, source IP address/target ip address, search keyword information etc., include but is not limited to, network access relevant information can be flexibly determined according to practical application.

Further, under a kind of specific implementation, the above-mentioned network access relevant information exported according to DPI equipment and behavioural characteristic analysis rule, mining analysis, which obtains user behavior feature, to be specially：According to the statistical result and the matching result of knowledge base of the network access relevant information of the user in the range of the very first time, the type distribution situation that the user accesses webpage is obtained, the very first time scope includes long term time frames and/or short period scope；

And the distribution situation and behavioural characteristic analysis rule of type of webpage are accessed according to the user, corresponding user behavior feature is obtained, the user behavior feature includes the long-term action characteristic information of the user and the acts and efforts for expediency characteristic information of user.It should be noted that long term time frames here, short period scope can be needed according to practical application it is flexible set, for example, long term time frames can be one month from user's online initial time；Short period scope week from user's online initial time.And, behavioural characteristic analysis rule here can be pre-set or dynamic is set.Method further comprises：Receive user and click on access network request being sent after advertisement, pointing to Advertisement Server, information of the access network request comprising user's source IP address and advertiser website；According to the information of user's source IP address and advertiser website, counting user clicks on the behavior of advertisement；And reset to user's return To advertiser website（It can be specifically advertiser website server）Access network answer so that user equipment automatically initiate access advertiser website access network request.It should be noted that the information of advertiser website here can be the address of advertiser website.And, for the data of above-mentioned statistics, available for being analyzed advertising message or billing statistics etc..

The embodiment of the present invention additionally provides another advertisement placement method, Fig. 2 is the schematic flow sheet of advertisement placement method embodiment two of the present invention, the executive agent of this method can be the Advertisement Server in the ad system being originally deployed in carrier network, as shown in Fig. 2 comprising the following steps：

The first access network request that step 201, reception user send, described first, which accesses network request, includes user's source IP address and access station address；

It should be appreciated that can also include search keyword in the access network request, access station address here can be URL information；

Step 202, the IP address according to maintenance, the relation information of user's mark and user behavior feature, acquisition and the user behavior feature corresponding to the source IP address in the described first access network request, wherein the analysis result mining analysis that the user behavior safeguarded is characterized in the customer access network request exported to DPI equipment is obtained；（It also will be understood that into：Just the analysis result of the blunt customer access network request exported according to DPI equipment identifies the user behavior feature of association with corresponding user to refresh forgoing relationship information, especially refreshing）；Here user behavior feature refers to user's online Behavior preference, interest for showing etc., as user likes accessing automotive-type, football class webpage, and user likes shopping online etc..

In the case where one kind is realized, step 202 can include：

The second relation information with user behavior feature is identified according to the user of maintenance, user behavior feature corresponding with user mark is obtained, wherein the user behavior safeguarded is characterized according to DP I by Advertisement Server The analysis result that equipment is asked customer access network carries out what mining analysis was obtained；

Step 203, the advertising message matched according to the user behavior feature, acquisition；

Step 204, the Website server transmission accessed corresponding to station address into the described first access network request include the second of the advertising message and access network request, and reception simultaneously returns to the second access network answer corresponding with the described second access network request, comprising the advertising message to user.

It should be appreciated that mentioned in preceding embodiment first, second without clear and definite sequencing, it is only for distinguish both.

It can be seen that, the embodiment of the present invention is in advertisement release process, because advertising message is obtained according to user behavior characteristic matching, and the analysis result mining analysis that user behavior is characterized in the customer access network request exported in real time to DPI equipment by Advertisement Server is obtained, in other words, can in real time, continuous refreshings information, so as to provide the user with targetedly, " making to measure " advertising message, so as to improve the precision that advertising message is delivered.

It is identical with advertisement placement method embodiment one of the present invention, the step of can also further comprising receiving and safeguarding the IP address that the network equipment is sent and the relation information that user identifies in above-described embodiment, user identity can be accurately identified to realize, avoid directly recognizing the inaccuracy of user by IP addresses, IP address is dynamic after all, such as ADSL dial-up user, each dialup ip can all become, therefore directly can not judge user identity from IP.Wherein, the network equipment here is the related network elements of carrier network, including but not I¹It is blunt in ^：Poly- equipment,：P BRAS (Broadband Remote Access Serve, broad band remote access gateway）, GGSN (Gateway GPRS Support Node, Gateway GPRS Support Node）, or gateway device, such as PE (Provider Edge, Metropolitan Area Network (MAN) egress router）, or access device, such as DSLAM (Digital Subscriber Line Access Multiplexer, Digital Subscriber Line Access Multiplexer）Deng.

Under a kind of implementation, the analysis result mining analysis of the customer access network request exported to DPI equipment can specifically include：The network access relevant information and behavioural characteristic analysis rule exported according to DPI equipment, mining analysis obtains corresponding user behavior feature；And by the user behavior feature with it is corresponding User's mark association is preserved or updated.It should be noted that corresponding user's mark refers to that the source I P addresses association/corresponding user accessed in network request with receiving identifies here.And, network access relevant information here can include URL, source IP address/target ip address, search keyword information etc..

Further, under a kind of implementation, the above-mentioned network access relevant information exported according to DPI equipment and behavioural characteristic analysis rule, mining analysis, which obtains user behavior feature, to be specially：

According to the statistical result and the matching result of knowledge base of the network access relevant information of the user in the range of the very first time, the type distribution situation that the user accesses webpage is obtained, the very first time scope includes long term time frames and/or short period scope；

And the distribution situation and behavioural characteristic analysis rule of type of webpage can be accessed according to user, corresponding user behavior feature is obtained, the user behavior feature can include the long-term action characteristic information of the user and the acts and efforts for expediency characteristic information of the user.It should be noted that long term time frames here, short period scope can be needed according to practical application it is flexible set, for example, long term time frames can be one month from user's online initial time；Short period scope week from user's online initial time.And, behavioural characteristic analysis rule here can be pre-set or dynamic is set.

It is preferred that, equally the behavior that user accesses advertiser website can also further be counted, i.e., the above method further comprises：Receive user and click on access network request being sent after advertisement, pointing to Advertisement Server, information of the access network request comprising user's source IP address and advertiser website；According to the information of user's source IP address and advertiser website, counting user clicks on the behavior of advertisement；And it is redirected to advertiser website to user's return（It can be specifically advertiser website server）Access network answer so that user equipment automatically initiate access advertiser website access network request.

The advertisement placement method that the above embodiment of the present invention is provided, the network access relevant information exported by behavioural characteristic analysis rule and DPI equipment, excavate the network behavior feature for obtaining user, and obtain the advertising message of matching to deliver to user according to above-mentioned user behavior feature when carrying out advertisement putting, it is possible to increase the precision of advertisement putting.Corresponding with above-mentioned advertisement placement method embodiment, the embodiment of the present invention additionally provides corresponding service Device, server here can be Advertisement Server in ad system of the embodiment of the present invention or join the server of website, be described in detail below exemplified by being Advertisement Server.

Fig. 3 A are a kind of a kind of structural representation of Advertisement Server embodiment of the invention, as shown in Figure 3A, and Advertisement Server includes first communication module 11, user-behavior management module 12, behavioural analysis module 13 and advertising management module 14.

Wherein above-mentioned first communication module 11 is used to receive the access network request that user sends, above-mentioned access network request comprises at least user's source IP address, and network answer is accessed to user's return is corresponding with the access network request, the access network answer comprises at least the advertising message of the matching；Wherein, search keyword can also be included in the access network request, station address is accessed（Such as URL information）；User-behavior management module 12 is used for IP address, the relation information of user's mark and user behavior feature, acquisition and the user behavior feature corresponding to the source IP address in the access network request according to maintenance；Here source IP address the access network request sent to user of DPI equipment or can access network request mirror image Packet analyzing and obtain and export to Advertisement Server or user-behavior management module 12 and parse from the access network request received to obtain.

Behavioural analysis module 13, the analysis result mining analysis of customer access network request for detecting the output of DP I equipment to deep message obtains user behavior feature, and refreshes the user behavior feature that association is identified with corresponding user by user-behavior management module 12；Can be specifically, the user behavior feature and corresponding user mark association are preserved or updated by the user-behavior management module 12, the corresponding user in source IP address accessed in network request that corresponding user is designated with user sends here identifies.

Advertising management module 14, for according at least to above-mentioned user behavior feature, obtain the advertising message of matching, and network answer is accessed to user's return is corresponding with the access network request by first communication module 11, above-mentioned access network answer comprises at least the advertising message of the matching.

As shown in Figure 3 B, under a kind of implementation, user-behavior management module 12 can specifically include：User management module 121, for the just blunt relation information identified according to the IP address of maintenance and user, obtains user's mark corresponding with the source IP address； Behavior management module 122, for identifying the relation information with user behavior feature according to the user of maintenance, obtains user behavior feature corresponding with above-mentioned user mark.

As shown in figure 4, on the foundation stone of above-described embodiment goes out, Advertisement Server of the embodiment of the present invention can further include second communication module 15 and first content insertion module 16, wherein：

The access station address that second communication module 15 is used in the access network request (can be specifically URL information）, send second to corresponding Website server and access network request；And receive the web page answers page or stream medium data of return.

First content insertion module 16 is used to the advertising message being inserted into the web page answers page or stream medium data, and the network answer that accesses that now first communication module 11 is returned to user is specially the web page answers page or stream medium data inserted with advertising message.

Accordingly, under a kind of implementation, advertising management module 14 is the first advertising management module, for the user behavior feature and the relation information of advertising message according to maintenance, obtains the advertising message with the user behavior characteristic matching；Or, the user behavior feature and the relation information of advertising message of key word information and maintenance in the user behavior feature, the web page answers page obtain the advertising message of matching from advertising database.

As shown in Figure 5, in the Advertisement Server embodiment shown in Fig. 3, Advertisement Server can further include the second content injector module 17, the module is used to build advertising framework, the access station address inserted in the advertising framework in the advertising message and the first access network request；Wherein, the access network answer that first communication module 11 is returned to user is specially the access network answer for including the advertising framework.

In the Advertisement Server that above-described embodiment is provided, user therein-behavior management module 12 can also be further used for receiving and safeguarding the relation information that user's IP address that the network equipment is sent is identified with user.User identity can be accurately identified so as to realize, avoid directly recognizing the inaccuracy of user by IP address, IP address is dynamic, such as ADSL dial-up user after all, each dialup ip can all become, therefore directly can not judge user identity from IP.Wherein, the network equipment here is the related network elements of carrier network, including but not limited to convergence device（Such as BRAS, GGSN), or gateway device（Such as ), or access device PE（Such as DSLAM).

Under a kind of implementation, the specific network access relevant information that can be used for according to behavioural characteristic analysis rule and the output of DPI equipment of behavioural analysis module 13 in above-described embodiment, mining analysis obtains corresponding user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association by the user-behavior management module 12.Specifically it can also be, according to the statistical result and the matching result of knowledge base of the network access relevant information of the user in the range of the very first time, the type distribution situation that the user accesses webpage is obtained, the very first time scope includes long term time frames and/or short period scope；The distribution situation and behavioural characteristic analysis rule of type of webpage are accessed according to the user, corresponding user behavior feature is obtained, the user behavior feature includes the long-term action characteristic information of the user and the acts and efforts for expediency characteristic information of user.It should be noted that long term time frames here, short period scope can be needed according to practical application it is flexible set, for example, long term time frames can be one month from user's online initial time；Short period scope week from user's online initial time.And, behavioural characteristic analysis rule here can be pre-set or dynamic is set.

As shown in Fig. 4 or Fig. 5, the Advertisement Server that the above embodiment of the present invention is provided, it can further include acess control module 18, the module is used to receive the access network request that user clicks on sensing Advertisement Server that is sending after advertisement by first communication module 11, the Information Statistics user of user's source IP address and advertiser website in the access network request clicks on the behavior of advertisement, and is redirected to advertiser website to user's return by first communication module 11（It can be specifically advertiser website server）Access network answer.Consequently facilitating operator to user click on advertisement statistics, further advertisement is analyzed and charging handle in terms of.

It can be seen that, the Advertisement Server that the above embodiment of the present invention is provided, in advertisement release process, user behavior feature is obtained according to the source IP address accessed in network request from user, and the advertising message of matching is obtained according at least to user behavior feature, the access network answer for including advertising message is returned to user, because advertising message is obtained according at least to user behavior characteristic matching, and the analysis result mining analysis that user behavior is characterized in the customer access network request exported in real time to DPI equipment by Advertisement Server is obtained, in other words, Advertisement Server and DPI equipment coordinate and the internet behavior of user can be dug in real time Pick analysis, so as to the behavioural characteristic of real-time continuous renewal user, and different user behavior feature associations/different advertising message of correspondence in the embodiment of the present invention, so as to provide the user with targetedly, " making to measure " advertising message so that improve advertising message dispensing precision.

The embodiment of the present invention additionally provides another Advertisement Server, Fig. 6 is the structural representation of another Advertisement Server embodiment of the invention, as shown in Figure 6, Advertisement Server includes third communication module 21, user-behavior management module 22, behavioural analysis module 23, advertising management module 24 and fourth communication module 25, wherein：

Third communication module 21 is used to receive the first access network request that user sends, and described first accesses network request comprising user's source IP address and access station address (can be specifically URL information)；

User-behavior management module 22 identifies the relation information with user behavior feature for the IP address according to maintenance, user, obtains and the user behavior feature corresponding to the source IP address in the first access network request；It should be noted that user's source IP address or DPI equipment that can be user-behavior management module 22 obtain from the first access network request are exported to user-behavior management module 22.

Behavioural analysis module 23 is used to detect deep message the analysis result mining analysis of the customer access network request of DP I equipment output obtains user behavior feature, and refreshes the user behavior feature that association is identified with corresponding user by user-behavior management module 22；Can be specifically that will excavate obtained user behavior feature to preserve or update with corresponding user mark association, the corresponding user's mark of the source I P addresses accessed in network request that corresponding user is designated with user sends here.

Advertising management module 24 is used for the advertising message that matching is obtained according to above-mentioned user behavior feature；It can be specifically the user behavior feature and the relation information of advertising message according to maintenance, the advertising message with above-mentioned user behavior characteristic matching is obtained from advertising database；

The corresponding Website server transmission of access station address that fourth communication module 25 is used to access to first in network request includes the second of the advertising message and accesses network request, the the second access network answer corresponding with the second access network request, comprising the advertising message returned is received, and the second access network answer is returned to user by third communication module 21.

Under a kind of implementation, user-behavior management module 22 can include： User management module 221, the relation information identified for the IP address according to maintenance and user obtains user corresponding with the source I P addresses in the first access network request and identified；

Behavior management module 222, for identifying the relation information with user behavior feature according to the user of maintenance, obtains user behavior feature corresponding with above-mentioned user mark；

User-behavior management module 22 in the Advertisement Server that the present embodiment is provided can be also used for receiving and safeguard the relation information that the IP address that the network equipment is sent is identified with user；User identity can be accurately identified to realize, avoid directly recognizing the inaccuracy of user by IP address, IP addresses are dynamic, such as ADSL dial-up users after all, each dialup ip can all become, therefore directly can not judge user identity from IP.Wherein, the network equipment here is the related network elements of carrier network, including but not limited to convergence device（Such as BRAS, GGSN), or gateway device（Such as PE) or access device（Such as DSLAM).

In the case where one kind is realized, behavioural analysis module 23 in above-described embodiment can be specifically for the network access relevant information according to behavioural characteristic analysis rule and the output of DPI equipment, mining analysis obtains corresponding user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association by user-behavior management module 22.Specifically it can also be, according to the statistical result and the matching result of knowledge base of the network access relevant information of the user in the range of the very first time, the type distribution situation that the user accesses webpage is obtained, the very first time scope includes long term time frames and/or short period scope；The distribution situation and behavioural characteristic analysis rule of type of webpage are accessed according to the user, corresponding user behavior feature is obtained, the user behavior feature includes the long-term action characteristic information of the user and the acts and efforts for expediency characteristic information of user.It should be noted that long term time frames here, short period scope can be needed according to practical application it is flexible set, for example, long term time frames can be one month from user's online initial time；Short period scope week from user's online initial time.And, behavioural characteristic analysis rule here can be pre-set or dynamic is set.

It is preferred that, the Advertisement Server that the above embodiment of the present invention is provided can further include acess control module 26, the module is used to receive the access network request that user clicks on sensing Advertisement Server itself that is sending after advertisement by third communication module 21, according to the user source IP in the access network request Address and the information of advertiser website（Advertiser website address）Counting user clicks on the behavior of advertisement, and is redirected to advertiser website to user's return by third communication module 21（It can be specifically advertiser website server）Access network answer.Be easy to operator can according to statistical module to user click on advertisement statistics, further advertisement is analyzed and charging handle in terms of value-added service.

It can be seen that, the Advertisement Server that the above embodiment of the present invention is provided, in advertisement release process, user behavior feature is obtained according to the source IP address accessed in network request from user, and the advertising message of matching is obtained according at least to user behavior feature, the access network answer for including advertising message is returned to user, because advertising message is obtained according at least to user behavior characteristic matching, and the analysis result mining analysis that user behavior is characterized in the customer access network request exported in real time to DPI equipment by Advertisement Server is obtained, in other words, Advertisement Server and DPI equipment, which coordinate, to carry out real-time mining analysis to the internet behavior of user, so as to obtain in real time, the behavioural characteristic of the user of continuous renewal, and different user behavior feature associations/different advertising message of correspondence in the embodiment of the present invention, so as to provide the user with targetedly, " making to measure " advertising message, so as to improve the precision of advertising message dispensing.

The embodiment of the present invention additionally provides a kind of ad system, Fig. 7 is a kind of structural representation of ad system embodiment of the invention, as shown in fig. 7, ad system includes the network equipment 31, DPI (the blunt text detection of depth) equipment 32 and Advertisement Server 33, wherein：

The above-mentioned network equipment 31 is used for the access network request for transmitting user；

DPI equipment 32 is used to parse the access network request of user, and exports corresponding analysis result to Advertisement Server 33；Here analysis result can include the network access relevant information obtained from network request is accessed, such as URL, source IP address/target ip address, search keyword information；Optionally, DPI equipment 32 can be also used for parsing the access network answer returned to user, and export corresponding analysis result to Advertisement Server 33；Here analysis result can include the network access relevant information that obtains from network answer is accessed, for example, reply page text content, especially including key word information；

Advertisement Server 33 is used to be handled according to the analysis result that the DPI equipment 32 is exported, and returns to the access network answer for the advertising message for comprising at least matching user behavior feature.In the case where one kind is realized, The Advertisement Server 33 refreshes the user behavior feature associated with corresponding user mark specifically for the analysis result exported according to DPI equipment 32；And, the relation information of IP address, user's mark, user behavior feature and advertising message according at least to maintenance, the advertising message matched with the source IP address in the access network request received is obtained, the access network answer including at least the advertising message is returned.Further, it can be specifically the relation information according to the IP address of maintenance and user's mark, user corresponding with the user's source IP address accessed in network request received is obtained to identify, just the relation information of blunt user's mark and user behavior feature according to maintenance, obtains user behavior feature corresponding with user mark；According at least to the user behavior feature, the advertising message of matching is obtained；And return it is corresponding with the access network request access network answer, the access network answer is including at least the advertising message.

DPI equipment 32 in above-described embodiment can also be further used for judging whether to need to intercept access network request progress advertisement insertion, when needed, the access network answer for being redirected to Advertisement Server 33 is returned to user, the access network answer includes the original access station address of user；Wherein, the access network request that Advertisement Server 33 is received is by the access network answer triggering.Can be specifically, according to strategy（Label such as in URL white lists or URL）Judge whether to need to intercept access network request progress advertisement insertion, in the case where one kind is realized, can judge whether the URL in the access network request is included in default URL white lists, if it is, determining to need to intercept this access network request progress advertisement insertion；Conversely, avoiding the need for intercepting this access network request progress advertisement insertion.The network equipment 31 in above-described embodiment is further used for AAA (authentication and authorization chargings）Server 34 sends the certification request from user, receive the corresponding certification response that aaa server 34 is returned, IP address and corresponding user mark comprising distribution in above-mentioned certification response, and transmit to above-mentioned Advertisement Server 33 relation information of IP address and user identity information；Above-mentioned Advertisement Server 33 can also be further used for receiving and safeguarding the relation information that the IP address that the network equipment 31 is sent is identified with user in the present embodiment.Here user's mark can be cell-phone number or dialing account number of user etc..

The network equipment 31 in other above-described embodiment is further used for, when the access network answer for receiving accesss network request from user or returning to user, the mirror image data bag of the access network request or access network answer being sent to DPI equipment 32（That is copy package）；Above-mentioned DPI equipment 32 specifically for Network access relevant information is parsed from the mirror image data bag of above-mentioned access network request and/or access network answer and is exported to the Advertisement Server 33;

Accordingly, above-mentioned Advertisement Server 33 specifically can be used for the network access relevant information according to behavioural characteristic analysis rule and the output of DPI equipment 32 in the present embodiment, mining analysis obtains corresponding user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association；And IP address according to maintenance, the relation information of user's mark and user behavior feature, the user behavior characteristic information corresponding to the source IP address accessed in network request for obtaining and receiving, the advertising message of matching is obtained according at least to the user behavior characteristic information, the access network answer for comprising at least the advertising message accordingly is returned.

Under a kind of implementation, Advertisement Server 33 in above-described embodiment can also be further used for the access station address accessed in network request according to reception, download the web page answers page or stream medium data that user accesses, and the advertising message of the matching is inserted into the web page answers page or stream medium data, wherein the network answer that accesses of the return is the web page answers page or stream medium data inserted with advertising message；

Or, under another implementation, above-mentioned Advertisement Server 33 can also be further used for building advertising framework, the access station address accessed in network request that the advertising message is inserted in the advertising framework and is received, wherein the network answer that accesses of the return is the access network answer comprising the advertising framework.

It can be seen that, ad system provided in an embodiment of the present invention, in advertisement release process, pass through the cooperation of DPI equipment and Advertisement Server, realize the user behavior feature for refreshing association is identified with corresponding user in real time, the advertising message matched with the source IP address in the access network request from user is obtained according to the relation information refreshed in real time, the access network answer for including advertising message is returned to user, due to it is of the invention real be provided with targetedly, " making to measure " advertising message, so as to improve the precision of advertising message dispensing.

Further, due to the relation information that the IP address and the user that are provided using the aaa server in carrier network are identified, and user's mark relative to IP address be it is more reliable and more stable, therefore, Same user can more accurately be identified using the ad system of the embodiment of the present invention, and can be more accurate, long-term tracking same subscriber internet behavior, so that the result of behavioural analysis can be more accurate, it is to avoid IP address often changes in the prior art（Such as ADSL dial-up user, each dialup ip can all become, and for example by NAT device after, user's source IP address may change）That is brought can not directly judge the defect of user identity from IP.

And, advertisement is participated in by DPI, including determine to need to insert the response for returning to client after advertisement and being redirected to Advertisement Server, further increase the flexibility of advertisement putting.

The embodiment of the present invention additionally provides a kind of ad system, and Fig. 8 is the structural representation of another ad system embodiment of the invention, as shown in figure 8, ad system includes DPI, (deep message is detected）Equipment 41, Advertisement Server 42 and Website server 43, wherein：

DPI equipment 41 is used for the first access network request for parsing user, and exports corresponding analysis result to Advertisement Server 42；Here analysis result can include the network access relevant information obtained from network request is accessed, such as URL, source IP address/target ip address, search keyword information；Optionally, DPI equipment 41 can be also used for parsing the access network answer returned to user, and export corresponding analysis result to Advertisement Server 42；Here analysis result can include the network access relevant information that obtains from network answer is accessed, for example, reply page text content, especially including key word information；

Advertisement Server 42 is used to be handled according to the analysis result that the DPI equipment is exported, and accesses the second access network request that the corresponding Website server of station address sends the advertising message comprising matching user behavior feature into the described first access network request；Receive and return to corresponding second to user and access network answer；In the case where one kind is realized, above-mentioned Advertisement Server 42 refreshes the user behavior feature associated with corresponding user mark specifically for the analysis result exported according to DPI equipment 41；And IP address, user's mark, the user behavior feature according to maintenance obtain the advertising message matched with the source IP address in the first access network request received with the relation information of advertising message；And the corresponding Website server of station address that accesses accessed to described first in network request sends the second access network request comprising the advertising message；Receive and return to corresponding second to user and access network answer.Further, specifically can be with It is that the relation information identified according to the IP address of maintenance and user obtains user corresponding with the source IP address in the first access network request received and identified；Identified according to the user of maintenance and obtain user behavior feature corresponding with user mark with the relation information of user behavior feature；The advertising message of matching is obtained according to the user behavior feature；

Website server 43 is used to access network request according to described second, and the advertising message included in the access network request is inserted into the corresponding second web page answers page and second Advertisement Server is returned to.

The ad system provided in above-described embodiment can further include the network equipment 44, the network equipment 44 is used to send the certification request from user to aaa server 45, receive the corresponding certification response that aaa server 45 is returned, IP address and corresponding user mark comprising distribution in the certification response, and the relation information of IP address and user's mark letter is sent to the Advertisement Server 42, accordingly, Advertisement Server 42 is further used for receiving and safeguarded the relation information that the IP address that the network equipment 44 is sent is identified with user.

The above-mentioned network equipment 44 is further used for when the access network answer for receiving access network request that user sends or returning to user, the access network request is sent to DP I equipment 41 or the mirror image data bag of network answer is accessed, and now above-mentioned DPI equipment 41 is specifically for parsing network access relevant information from the mirror image data bag of the access network request and/or access network answer and exporting to Advertisement Server 42;

Accordingly, in the case where one kind is realized, Advertisement Server 42 is specifically for the network access relevant information according to behavioural characteristic analysis rule and the output of DP I equipment 41, mining analysis obtains corresponding user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association；And IP address according to maintenance, the relation information of user's mark and user behavior feature, obtain user behavior feature corresponding with the source IP address in the first access network request received, the advertising message matched is obtained according to the user behavior feature, the corresponding Website server of station address that accesses accessed to described first in network request sends the second access network request comprising the advertising message；Receive and return to corresponding second to user and access network answer. The ad system that the above embodiment of the present invention is provided, when carrying out advertisement putting, Advertisement Server 42 is provided according to user's identifier lookup user behavior feature, and according to the suitable advertising message of user behavior feature selecting to user, it is possible to increase the precision of advertisement putting.Above-mentioned user behavior feature can carry out mining analysis acquisition by by Advertisement Server 42 according to the analysis result of 41 pairs of access network requests of DPI equipment in addition.

Further, the relation information identified due to the IP address provided using the aaa server in carrier network with user, and user's mark is more reliable and more stable relative to IP address, therefore, same user can more accurately be identified using the ad system of the embodiment of the present invention, and can be more accurate, long-term tracking same subscriber internet behavior so that the result of behavioural analysis can be more accurate, it is to avoid IP address often changes in the prior art（Such as ADSL dial-up user, each dialup ip can all become, and for example by NAT device after, user's source IP address may change）That is brought can not directly judge the defect of user identity from IP.

The embodiment of the present invention additionally provides a kind of ad system, and Fig. 9 is the structural representation of another ad system embodiment of the invention, as shown in figure 9, ad system includes DPI, (deep message is detected）Equipment 51, Advertisement Server 52 and Website server 53, wherein：

Deep message detection DPI equipment 51 is used to parse the first of user and accesses network request, and exports corresponding analysis result to Advertisement Server 52；Here analysis result can include the network access relevant information obtained from network request is accessed, such as URL, source IP address/target ip address, search keyword letter Breath etc.；Optionally, DPI equipment 51 can be also used for parsing the access network answer returned to user, and export corresponding analysis result to Advertisement Server 52；Here analysis result can include the network access relevant information that obtains from network answer is accessed, for example, reply page text content, especially including key word information；

Advertisement Server 52 is used to be handled according to the analysis result that the DPI equipment is exported, and the corresponding Website server of access station address accessed to described first in network request sends the second access network request of user's mark comprising matching user's source IP address, and return to the advertising message with user behavior characteristic matching of the Website server request.In the case where one kind is realized, Advertisement Server 52 refreshes the user behavior feature associated with corresponding user mark specifically for the analysis result exported according to DPI equipment 51；And obtain user's mark corresponding with the source IP address in the first access network request received, the corresponding Website server transmission of station address that accesses accessed to described first in network request accesses network request comprising the user identifies second, and IP address according to maintenance, user's mark, the relation information of user behavior feature and advertising message, return to the advertising message that Website server 53 is asked.Further, can be specifically that the relation information identified according to the IP address of maintenance and user obtains user corresponding with the source I P addresses in the first access network request received and identified；The station address that accesses accessed according to described first in network request accesses network request to the transmission of corresponding Website server comprising the user identifies second.

The user that Website server 53 is used to access according to described second in network request identifies, ask to identify the advertising message matched with the user to Advertisement Server 52, and the advertising message of the matching is inserted into the corresponding second web page answers page and user is returned to.Can be specifically, user's mark in network request is accessed according to described second, user behavior feature corresponding with user mark is asked to Advertisement Server 52, and the advertising message with the user behavior characteristic matching, and the advertising message of the matching is inserted into the second web page answers page corresponding with the described second access network request and user is returned to.

Ad system in above-described embodiment can further include the network equipment 54, and the network equipment 54 receives what aaa server 55 was returned for sending the certification request from user to aaa server 55 The response of certification accordingly, user's IP address and corresponding user mark comprising distribution in the certification response, and send the relation information that IP address and user identify to Advertisement Server 52；Accordingly, the Advertisement Server 52 in the present embodiment is further used for receiving and safeguarded the relation information that the IP address that the network equipment 54 is sent is identified with user.

Another sunset is foretold, the above-mentioned network equipment 54 can also be further used for, when the access network answer for receiving access network request from user or returning to user, sending the access network request to DPI equipment 51 or accessing the mirror image data bag of network answer；

Accordingly, in the case where one kind is realized, DPI equipment 51 is specifically for parsing network access relevant information from the mirror image data bag of the access network request and/or access network answer and exporting to Advertisement Server 52;

Now above-mentioned Advertisement Server 52 is specifically for the network access relevant information according to behavioural characteristic analysis rule and the output of DPI equipment 51, mining analysis obtains user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association, and after the first access network request is received, the corresponding Website server 53 of access station address in network request is accessed to described first and sends the second access network request for including user's mark corresponding with the source I P addresses in the first access network request, and according to the IP address of maintenance, user identifies, the relation information of user behavior feature and advertising message, return to the advertising message that the Website server 53 is asked.

Further, the relation information identified due to the IP address provided using the aaa server in carrier network with user, and user's mark is more reliable and more stable relative to IP address, therefore, same user can more accurately be identified using the ad system of the embodiment of the present invention, and can be more accurate Really, long-term tracking same subscriber internet behavior, so that the result of behavioural analysis can be more accurate, it is to avoid IP address often changes in the prior art（Such as ADSL dial-up user, each dialup ip can all become, and for example by NAT device after, user's source IP address may change）That is brought can not directly judge the defect of user identity from IP.

Figure 10 A are a kind of networking structure schematic diagram of ad system of the specific embodiment of the invention, as shown in Figure 10 A, DPI equipment 61a in the present embodiment is connected with convergence device 62a, the Web request that user equipment is initiated is replicated by convergence device 62a, or replicates the Web responses for returning to user equipment and to DPI device forwards.

Wherein DPI equipment 61a is responsible for deep message parsing, the user equipment 65a information for accessing Internet (i.e. Website server 66a) by access network is parsed and sent to Advertisement Server 63a, information as escribed above can be URL, source IP address/target ip address；Convergence device 62a is also responsible for user's mark identification, certification request is sent to aaa server 67a, and the user for returning to aaa server 67a is identified, IP mapping relation informations are uploaded in Advertisement Server 63a, Advertisement Server 63a is used to carry out user behavior analysis, user behavior feature is obtained, and the advertising message matched is obtained according to the behavior characteristic information of user.Here user's web request that gateway device 64a is responsible for sending convergence device is sent to Website server, or give convergence device 62a by the web acknowledgement transmissions that Website server 66a is returned, and when being related to advertisement putting, be responsible for returning to the Advertisement Server 63a web responses comprising advertising message exported to user；

It should be noted that DPI equipment 61a can also be built in gateway device or convergence device or access device, it can also be articulated in the way of bypass on gateway device or convergence device or access device.

For example, Figure 10 B are the networking structure schematic diagram of another ad system of the specific embodiment of the invention, as shown in Figure 10 B, DPI equipment 61b is connected with gateway device 64b and Advertisement Server 63b, i.e. by gateway device replicate user equipment initiate Web request, or replicate return to user equipment Web should Answer and to DPI device forwards.

Wherein DPI equipment 61b is responsible for deep message parsing, the user equipment 65b information for accessing Internet (i.e. Website server 66b) by access network is parsed and sent to Advertisement Server 63b, information as escribed above can be URL, source IP address/target ip address, convergence device 62b is responsible for user's mark identification, certification request is sent to aaa server 67b, and the user for returning to aaa server 67b identifies, IP mapping relation informations are uploaded in Advertisement Server 63b, Advertisement Server 63b is used to carry out user behavior analysis, obtain user behavior feature, and the advertising message of matching is obtained according to the behavior characteristic information of user.

Figure 10 C are the networking structure schematic diagram of another ad system of the specific embodiment of the invention, as illustrated in figure 10 c, DPI equipment 61c is connected with access device and Advertisement Server 63c, the Web request that user equipment is initiated is replicated by access device, or replicates the Web responses for returning to user equipment and to DPI device forwards.

Wherein DPI equipment 61c is responsible for deep message parsing, the user equipment 65c information for accessing Internet (i.e. Website server 66b) by access network is parsed and sent to Advertisement Server 63c, information as escribed above can be URL, source IP address/target ip address, convergence device 62c is responsible for user's mark identification, certification request is sent to aaa server 67c, and the user for returning to aaa server 67c identifies, IP mapping relation informations are uploaded in Advertisement Server 63c, Advertisement Server 63c is used to carry out user behavior analysis, obtain user behavior feature, and the advertising message of matching is obtained according to the behavior characteristic information of user.In this specific embodiment, gateway device 64c function is with the gateway device 64a in Figure 10 A.Figure 11 is referred to, is a kind of interaction diagrams of user identity identification of the embodiment of the present invention, is illustrated using a kind of network architecture of ad system shown in Figure 10 A as concrete scene, wherein in the network architecture, convergence device（Such as BRAS, GGSN) it is responsible for transmission/reception certification request to aaa server, and upload user I D-IP are to Advertisement Server；Aaa server is responsible for certification user identity, and authentication result is back into BRAS, if certification success, returning result includes the IP address for distributing to user With corresponding user mark（Such as user account）.Advertisement Server is responsible for receiving user's mark and IP address pair that BRAS is uploaded, and data are preserved for inquiry；This method can include：

Step 301, when user reaches the standard grade, user equipment to convergence device BRAS initiate certification request；Certification request is forwarded to aaa server by step 302, BRAS, and the certification request includes account, password, NAS (Network Acces s Server, network access server）The information such as address, NAS ports；

Step 303, aaa server send the IP address for including distributing for user to BRAS after authentication success and corresponding user identifies（That is user account）Certification success message；

Step 304, BRAS are to user equipment return authentication success message；

Step 305, BRAS are to Advertisement Server（It can be specifically user management module）Send user's mark and IP address pair.

Figure 12 is the schematic flow sheet of user's internet behavior analysis process in the first specific embodiment of the invention, gateway device or convergence device in the present embodiment are responsible for E-Packeting to DPI equipment, DP I equipment is responsible for identification/parsing Web request, optional parsing Web responses, and by analysis result（Such as URL, User IP, Web response contents）It is sent to the behavioural analysis module of Advertisement Server.The behavioural analysis module of Advertisement Server is sent according to DPI equipment in the present embodiment network access relevant information and behavioural characteristic analysis rule, mining analysis obtains corresponding user behavior feature, obtains the long-term action characteristic information or acts and efforts for expediency characteristic information of user；User management module is responsible for user's mark, IP to data, behavioural analysis module is identified by obtaining user to user management module inquiry, behavior management module is responsible for that the user behavior feature is preserved or updated with corresponding user mark association, as shown in Figure 12, comprise the following steps：

Step 401, user initiate Web request by user equipment；

Step 402, gateway device/convergence device forward the Web request to website, and replicate Web request send it to DP I equipment；

Step 403, DPI equipment are parsed to above-mentioned Web request, that is, obtain subscriber network access relevant information, can be the URL addresses that user accesses, the information such as the IP address of user equipment； Step 404, DPI equipment are by the relevant information of above-mentioned network access（Such as URL, User IP）It is sent to the behavioural analysis module of Advertisement Server；

Step 405, the behavioural analysis module of Advertisement Server are identified according to IP address to user management module inquiry user；

Step 406, the behavioural analysis module of Advertisement Server carry out behavioural analysis according to the above- mentioned information carried in behavioural analysis rule and Web request to user, for example set up the knowledge base of URL addresses, the URL addresses of the first kind are sport category in the knowledge base, and the URL addresses of the type include ht tp:// spor t s. com/, wherein " spor t s " is sport category URL keyword, the URL addresses of Second Type are news category, the URL addresses of 3rd class are music class, behind the URL addresses that the user for receiving the offer of DPI equipment accesses, analytic statistics can be carried out to user interest according to above-mentioned URL, when in a period of time（Can be with long term time frames and/or short period scope）The frequency of the URL addresses of user's access sport category is higher for example in one month, access times are 100 times, and the number of times for accessing the URL addresses of music class is 20 times, in the case where one kind is realized, here behavioural characteristic analysis rule can be, if the frequency that user accesses the URL addresses of a certain type reaches threshold value（Dynamic it can set or pre-set based on experience value）When, then the corresponding classification in URL addresses of the type can be as user behavior feature, then it is believed that the interest of the user is physical culture category information, this is long-term action characteristic information；And in nearest one week, the number of times that user accesses music class URL addresses is 10 times, and the number of times for accessing sport category URL addresses is 2 times, then it is believed that the interest of user is music category information in the short time, this is acts and efforts for expediency characteristic information；

Step 407, after the analysis of behavior analysis module obtains user behavior feature, export and give behavior management module, in order to which behavior management module updates/safeguarded the user behavior feature of corresponding user mark association；

Step 408, website return to Web responses；

It can also optionally comprise the following steps：

Step 409, gateway device/convergence device replicate Web responses and are forwarded to DP I equipment, and DP I equipment is parsed to above-mentioned Web responses, obtain the relevant information that Web responses include, for example should Answer page text content, especially including key word information, and send it to behavioural analysis module；

Step 410, behavioural analysis module carry out behavioural analysis according at least to the information carried in Web responses to user, the key word information for example included according to Web responses, and the relation information between keyword and user behavior feature, obtain corresponding user behavior feature, and export and give behavior management module, it is easy to behavior management module to update and identifies the user's long-term action feature or user's acts and efforts for expediency feature that associate with corresponding user.

Fig. 13 is the schematic flow sheet of advertisement release process in the first specific embodiment of the invention, and gateway device is responsible for E-Packeting to DPI equipment in the present embodiment；DPI equipment is responsible for identification/parsing Web requests, and determines whether to insertion advertisement according to the information parsed, if desired, then intercepts user Web requests, is returned to user equipment and redirect response.The content injector module of Advertisement Server is responsible for downloading original web page content, network forming page of laying equal stress on, and advertising message corresponding with user behavior feature is inserted in webpage, user is then returned to；User management module be responsible for user mark, IP pairs, content injector module pass through to user management module inquiry obtain user identify；Behavior management module is responsible for safeguarding user behavior feature, and content injector module to behavior management module polls by obtaining user behavior feature；Advertising management module is responsible for safeguarding advertising message（Or advertisement link）, content injector module is by inquiring about advertising management module acquisition advertising message corresponding with user behavior feature（Or advertisement link）；Acess control module is responsible for redirecting the Web request that user clicks on advertising message, and carries out counting statistics to the click advertisement behavior of user, and statistics can be used for the foundation of charge.As shown in Figure 13, comprise the following steps：

Step 501, user initiate to access the Web request for joining website by user equipment；Step 502, gateway device Web request and replicate Web request to website forwarding is joined, and the Web request of duplication is forwarded into DP I equipment；

Step 503, DP I equipment parsing Web request obtain the URL accessed, according to strategy（Label such as in URL white lists or URL）Judge whether to need to intercept the progress advertisement insertion of this Web request.If desired advertisement is inserted, the counterfeit websites of joining of DPI return to the Web responses redirected, reset To Web request to Advertisement Server（It can be specifically content injector module）, while carrying the original URL that user accesses in parameter;URL white lists in this step can be the list of all U R L addresses for joining Website server, only it can join the insertion advertisement of Website server in user's access using the white list, it can also make to add indicating label in the URL addresses for joining Website server simultaneously, the indicating label is used to show that its URL address is the URL addresses for joining Website server；

Step 504, user terminal browser automatically initiate access Advertisement Server（It can be specifically content injector module）Web request；

Step 505, Advertisement Server（It can be specifically content injector module）Original URL in parameter initiates to access the web request for joining Website server, receives the Web response pages；

Step 506, Advertisement Server（It can be specifically content injector module）Identified according to the source IP address of user equipment from user management module inquiry user, according to the user's mark inquiry user behavior feature inquired, and according to user behavior feature from the corresponding advertising message of advertising management module polls, optionally, releasing advertisements record can also be added, is easy to follow-up statistics；

Step 507, Advertisement Server（It can be specifically content injector module）Advertising message is inserted into the web response pages, and returns to user equipment；

Step 508-509, user click on advertising message by user equipment, so as to trigger to Advertisement Server（It can be specifically acess control module）Web request is initiated, it is necessary to which explanation, because the URL in advertising message is directed to acess control module, the address of advertiser website is comprised in parameter, therefore access first is acess control module when user clicks on advertising message；

Step 51 0, Advertisement Server（It can be specifically acess control module）The behavior that user clicks on advertising message is counted, and the Web responses for being redirected to advertiser website are returned to user equipment；Step 51 1, user equipment automatically initiate the Web request for accessing advertiser website.

Figure 14 is the schematic flow sheet of advertisement release process in the second specific embodiment of the invention, user identity identification and the process of user's internet behavior analysis are identical with above-mentioned first specific embodiment in the present embodiment, and gateway device is responsible for E-Packeting to DP I equipment in advertisement release process；DP I equipment is responsible for identification/parsing Web request, and determines whether to insertion advertisement according to the information parsed, if desired, User's Web request is then intercepted, is returned to user equipment and redirects response.Advertisement Server（It can be specifically content injector module）It is responsible for building advertising framework, accurate advertisement corresponding with user behavior feature and original URL are inserted in advertising framework, it is then returned to user, user management module be responsible for user mark, IP pairs, content injector module pass through to user management module inquiry obtain user identify；Behavior management module is responsible for safeguarding user behavior feature, and content injector module to behavior management module polls by obtaining user behavior feature；Advertising management module is responsible for safeguarding advertising message（Or advertisement link）, content injector module is by inquiring about the acquisition of advertising management module and the advertisement of user behavior characteristic matching（Or advertisement link）；Acess control module is responsible for redirecting the Web request that user clicks on advertisement, and carries out counting statistics to the click advertising message behavior of user, and statistics is used as the foundation of charge.As shown in figure 14, comprise the following steps：

Step 601, user initiate to access the Web request for joining Website server by user equipment, and above-mentioned Web request is sent to by gateway device joins Website server and the mirror image bag of the web request is transmitted into DP I equipment；

Step 602, DPI equipment parse above-mentioned Web request, according to strategy（Label such as in URL white lists or URL）Judge whether to need to intercept the progress advertisement insertion of this Web request.If desired advertisement is inserted, DPI equipment, which is imitated, joins Website server return Web responses, Web request is redirected into content injector module, while carrying the original URL that user accesses in parameter;URL white lists in this step can be the list of all URL addresses for joining Website server, only it can join the insertion advertisement of Website server in user's access using the white list, it can also make to add indicating label in the URL addresses for joining Website server simultaneously, the indicating label is used to show that its URL address is the URL addresses for joining Website server；

Step 603, user automatically initiate access Advertisement Server by user equipment（It can be specifically content injector module）Web request；

Step 604, Advertisement Server（It can be specifically content injector module）According to user source IP to user management module inquiry user's mark, identified according to user to behavior management module polls user behavior feature, the advertising message matched according to user behavior feature to advertising management module polls, optionally, Releasing advertisements record can also be added；

Step 605, Advertisement Server（It can be specifically content injector module）Advertising framework is built, the advertising message of above-mentioned acquisition and user are accessed into original URL inserts in framework, and returns to user；Step 606, user pass through user equipment（Such as user terminal browser）Automatically initiate the Web request for accessing and joining Website server；

Step 607, join Website server and carry out normal Web responses, return to original web page content；Step 608-609, user click on advertising message by user equipment, initiate the Web request of sensing acess control module, it should be noted that, because the URL in advertisement is directed to acess control module, the address of advertiser website is comprised in parameter, therefore sends Web request to acess control module first during user's click advertisement；

Step 61 0, Advertisement Server（It can be specifically acess control module）The behavior that user clicks on advertisement is counted, Web responses are then back to, Web request is redirected to advertiser website；

Step 61 1, user automatically initiate the Web request for accessing advertiser website by user terminal browser.Figure 15 is the schematic flow sheet of advertisement release process in the 3rd specific embodiment of the invention, user identity identification and the process of user's internet behavior analysis are identical with above-mentioned first specific embodiment in the present embodiment, and Advertisement Server is used as the Web server for providing accurate advertisement information in advertisement release process；The content injector module that user management module in Advertisement Server is responsible in user's mark and IP pairs, Advertisement Server to user management module inquiry by obtaining user I D;Behavior management module in Advertisement Server is responsible for safeguarding that the content injector module in user behavior feature, Advertisement Server obtains user behavior feature by being identified according to user to behavior management module polls；Advertising management module in Advertisement Server is responsible for safeguarding advertising message（Or advertisement link）, content injector module is by obtaining the advertising message with user behavior characteristic matching to advertising management module polls（Or advertisement link）；Acess control module in Advertisement Server is responsible for redirecting the Web request that user clicks on advertising message, and carries out counting statistics to the click advertising message behavior of user, and statistics can be used as the foundation of charge.As shown in Fig. 15, comprise the following steps：

Step 701, join Website server advertisement space insert Java s cr i p scripts, script In containing point to Advertisement Server advertisement link, ^< img s rc= " h t t p: //UBA. ne t /adver t >;Step 702, user are initiated to access the Web request for joining Website server by user equipment, and the Web request is forwarded by gateway device；

Step 703, join Website server return Web responses；

Step 704, receive after Web responses, user equipment（Such as user terminal browser）From trend Advertisement Server（Content injector module specifically in Advertisement Server）Initiate Web request；

Step 705, Advertisement Server（Content injector module specifically in Advertisement Server）Identified according to the source IP address of user equipment to user management module inquiry user, identified according to user to behavior management module polls user behavior feature, the advertising message matched further according to user behavior feature to advertising management module polls, optionally, ad distribution statistics can also be carried out, the Web responses comprising advertising message are then back to；

Step 706-707, user click on advertisement by user equipment, to Advertisement Server（Acess control module specifically in Advertisement Server）Send Web request；It should be noted that because the URL in advertisement is directed to acess control module, the address of advertiser website is comprised in parameter, therefore Web request is sent to acess control module when user clicks on advertisement；

Step 708, Advertisement Server（Acess control module specifically in Advertisement Server）The behavior that user clicks on advertisement is counted, is then back to and redirects Web request to the Web responses of advertiser website；

Step 709, user pass through user equipment（Such as user terminal browser）Automatically initiate the Web request for accessing advertiser website；Follow-up flow is repeated no more compared with technology.

Figure 16 is the schematic flow sheet of advertisement release process in the 4th specific embodiment of the invention, user identity identification and the process of user's internet behavior analysis are identical with above-mentioned first specific embodiment in the present embodiment, and Advertisement Server is as user equipment in advertisement release process and joins the agency between Website server（), Proxy it is responsible for inserting accurate advertisement link in Web request；The content injector module that user management module in Advertisement Server is responsible in user's mark and IP pairs, Advertisement Server is identified by obtaining user to user management module inquiry；Behavior management module in Advertisement Server is born Duty safeguards user behavior feature, and content injector module to behavior management module polls by obtaining user behavior feature；Advertising management module in Advertisement Server is responsible for safeguarding advertising message（Or advertisement link）, content injector module is by inquiring about advertising management module acquisition advertising message corresponding with user behavior feature（Or advertisement link）；Acess control module in Advertisement Server is responsible for redirecting the Web request that user clicks on advertising message, and carries out counting statistics to the click advertising message behavior of user, and statistics can be used for the foundation of charge.As shown in Fig. 16, comprise the following steps：

Step 801, user are initiated to access the Web request for joining website by user equipment, and Web requests are forwarded by gateway device；

Step 8 02, Advertisement Server（It can be specifically the content injector module in Advertisement Server）Intercept this Web request, I P addresses in Web request are identified to user management module inquiry user, identified according to user to behavior management module polls user behavior feature, the advertisement link matched according to user behavior feature to advertising management module polls；

Step 8 03, Advertisement Server（It can be specifically the content injector module in Advertisement Server）This above-mentioned advertisement link is inserted into Web request, advertisement link can be inserted as a parameter in URL or in Cook i e；

Step 8 04, Advertisement Server（It can be specifically the content injector module in Advertisement Server）Web request containing advertisement link is sent to joining Website server；

Step 8 05, join Website server advertisement link contained by Web request is inserted in the Web response pages, and return and include the Web responses of advertisement link；

Step 806-8 07, user click on advertising message by user equipment, and Web request is sent so as to trigger to acess control module；It should be noted that because the URL in advertisement is directed to acess control module, the address of advertiser website is comprised in parameter, therefore Web request is sent to acess control module when user clicks on advertisement；

Step 8 08, Advertisement Server（It can be specifically the acess control module in Advertisement Server）The behavior that user clicks on advertisement is counted, the Web responses for being redirected to advertiser website are then back to；Step 8 09, user pass through user equipment（Such as user terminal browser）Automatically initiate access advertisement The Web request of website.

Figure 17 is the schematic flow sheet of advertisement release process in the 5th specific embodiment of the invention, user identity identification and the process of user's internet behavior analysis are identical with above-mentioned first specific embodiment in the present embodiment, Advertisement Server is as user equipment in advertisement release process and joins and acts on behalf of Proxy between website, is responsible for inserting user's mark in Web request；The content injector module that user management module in Advertisement Server is responsible in user's mark and IP address pair, Advertisement Server is identified by obtaining user to user management module inquiry；Behavior management module in Advertisement Server is responsible for safeguarding user behavior feature, and content injector module obtains user behavior feature by being identified according to user to behavior management module polls；Advertising management module in Advertisement Server is responsible for safeguarding advertising message（Or advertisement link）, content injector module obtains and the advertising message of user behavior characteristic matching according to user behavior feature to advertising management module（Or advertisement link）；Acess control module in Advertisement Server is responsible for redirecting user by clicking on advertising message transmission Web request, and to the click advertising message behavior progress counting statistics of user, and statistics can be used as the foundation of charge.As shown in Fig. 17, comprise the following steps：

Step 901, user are initiated to access the Web request for joining Website server by user equipment, and the Web request is forwarded by gateway device；

Step 902, Advertisement Server（Content injector module specifically in Advertisement Server）This Web request is intercepted, is identified according to the source IP address of user equipment from user management module inquiry user；Step 903, Advertisement Server（Content injector module specifically in Advertisement Server）User's mark is inserted into Web request（Specifically, user's mark can be inserted as a parameter in URL or in Cook i e)；

Step 904, Advertisement Server（Content injector module specifically in Advertisement Server）It will be sent containing the Web request that user identifies to joining Website server；

Step 905, join Website server and identified according to user to Advertisement Server（Behavior management module specifically in Advertisement Server）User behavior feature is inquired about, according to user behavior feature to Advertisement Server（Advertising management module specifically in Advertisement Server）The advertising message of match query；Can Choosing, ad distribution statistics can also be carried out；

Step 906, join Website server and insert above-mentioned advertising message in the Web response pages, and Web responses are returned to user equipment；

Step 907-908, user click on advertising message by user equipment, trigger to Advertisement Server（Acess control module specifically in Advertisement Server）Send Web request；It should be noted that because the URL in advertisement is directed to acess control module, the address of advertiser website is comprised in parameter, Web request is sent to acess control module when user clicks on advertisement；

Step 909, Advertisement Server（Acess control module specifically in Advertisement Server）The behavior that user clicks on advertisement is counted, the Web responses for being redirected to advertiser website are then back to；Step 91 0, user equipment pass through user equipment（Such as user terminal browser）Automatically initiate the Web request for accessing advertiser website.

It is to be obtained user by the content injector module in Advertisement Server and identified and sent it to join website in the present embodiment, there is a kind of embodiment in addition, Web request is transmitted directly to join website, identified by joining website according to the I P addresses of user equipment from the user management module inquiry user of Advertisement Server, then according to user's mark inquiry user behavior feature, and advertising message is further obtained from advertising management module according to user behavior feature, advertising message is inserted into the Web response pages and returns to user equipment.

Figure 18 is the schematic flow sheet of advertisement release process in the 6th specific embodiment of the invention, user identity identification and the process of user's internet behavior analysis are identical with above-mentioned first specific embodiment in the present embodiment, Advertisement Server is as user equipment in advertisement transmission process and joins and acts on behalf of Proxy between website, is responsible for inserting accurate advertisement in Web responses；The content injector module that user management module in Advertisement Server is responsible in user's mark and IP address pair, Advertisement Server is identified by obtaining user to user management module inquiry；Behavior management module in Advertisement Server is responsible for safeguarding user behavior feature, and content injector module to behavior management module polls by obtaining user behavior feature；Advertising management module in Advertisement Server is responsible for safeguarding advertising message（Or advertisement link）, content injector module is by inquiring about advertising management module acquisition advertising message corresponding with user behavior feature (or advertisement link）；Acess control module in Advertisement Server is responsible for redirecting the Web request that user clicks on advertising message, and carries out counting statistics to the click advertising message behavior of user, and statistics can be used as the foundation of charge.As shown in figure 18, comprise the following steps：

Step 1 001, user initiate to access by user equipment to join the Web request of the Website server Web requests and is forwarded by gateway device；

Step 1 002, join Website server return Web responses, Advertisement Server（Content injector module specifically in Advertisement Server）Intercept this Web response；

Step 1 003, Advertisement Server（Content injector module specifically in Advertisement Server）According to the IP address of user equipment to user management module inquiry user's mark, identified according to user to behavior management module polls user behavior feature, the advertising message matched according to user behavior feature to advertising management module polls；Optionally, ad distribution statistics can also be carried out；

Step 1 004, Advertisement Server（Content injector module specifically in Advertisement Server）This advertising message is inserted into Web responses；

Step 1 005, Advertisement Server（Content injector module specifically in Advertisement Server）Web responses containing above-mentioned advertising message are sent to user equipment；

Step 1 006-1 007, receive after Web responses, user clicks on advertisement by user equipment, and triggers to Advertisement Server（Acess control module specifically in Advertisement Server）Initiate Web request；It should be noted that because the URL in advertisement is directed to acess control module, the address of advertiser website is comprised in parameter, therefore Web request is sent to acess control module during user's click advertisement；

Step 1 008, Advertisement Server（Acess control module specifically in Advertisement Server）The behavior that user clicks on advertisement is counted, the Web responses for being redirected to advertiser website are then back to；Step 1 009, user equipment pass through user equipment（Such as user terminal browser）Automatically initiate the Web request for accessing advertiser website.

Figure 19 is the schematic flow sheet of advertisement release process in the 7th specific embodiment of the invention, in the present embodiment user identity identification and the process and above-mentioned first specific embodiment phase of the analysis of user's internet behavior Together, Advertisement Server is as user equipment in advertisement release process and joins the agency between website

Proxy, is responsible in Streaming Media inserting advertising message；The content injector module that user management module in Advertisement Server is responsible in user's mark and IP address pair, Advertisement Server is identified by obtaining user to user management module inquiry according to IP addresses；Behavior management module in Advertisement Server is responsible for safeguarding user behavior feature, and content injector module to behavior management module polls by obtaining user behavior feature；Advertising management module in Advertisement Server is responsible for safeguarding advertising message（Or advertisement link）, content injector module is by inquiring about advertising management module acquisition advertising message corresponding with user behavior feature（Or advertisement link）；Acess control module in Advertisement Server is responsible for redirecting the Web request that user clicks on advertising message, and carries out counting statistics to the click advertising message behavior of user, and statistics can be used as the foundation of charge.As shown in figure 19, comprise the following steps：

Step 1101, user initiate real-time stream media protocol Rea l Time S t reaming Protoco l, hereinafter referred to as：RTSP) ask, RTSP requests are forwarded by gateway device；

Step 1102, Advertisement Server intercept and change RTSP requests, the identification information of node, IP address, the URL information of such as user equipment where inserting content injector module wherein；

Step 1103, Advertisement Server send amended RTSP requests to joining Website server；Step 1104, join Website server return RTSP responses；

Step 1105, user initiate Streaming Media linking request；

Step 1106, join Website server return Streaming Media link response；

Step 1107, Advertisement Server inquire about user's mark according to the IP address of user equipment, according to user's mark inquiry user behavior feature, the advertising message matched according to user behavior characteristic query；It is optional, ad distribution statistics can also be carried out；

Step 1108, join Website server to user return Streaming Media when, Advertisement Server intercept Streaming Media, and wherein inserting step 1107 match advertising message, be then sent to user equipment；Step 1109-1110, user click on advertising message by user equipment, trigger to Advertisement Server（Acess control module specifically in Advertisement Server）Initiate Web request；It should be noted that because the URL in advertisement is directed to acess control module, the address of advertiser website is comprised in In parameter, therefore Web request is sent to acess control module during user's click advertisement；Step 1111, Advertisement Server（Acess control module specifically in Advertisement Server）The behavior that user clicks on advertisement is counted, the redirection response for being redirected to advertiser website is then back to；

Step 1112, user pass through user equipment（Such as user terminal browser）Automatically initiate the Web request for accessing advertiser website.

In summary, the advertisement placement method of the above embodiment of the present invention offer, device and system, analysis is carried out by the internet behavior to user and obtains user behavior feature, and the push of advertising message is carried out according to user behavior feature, the specific aim of advertisement pushing can be provided, more accurately advertising message is provided the user.The account that user's mark of offer in the above embodiment of the present invention can refer to the cell-phone number of user or dial up on the telephone, the equipment that user's online is used can be the equipments for surfing the net such as personal computer, mobile phone, PDA, the wherein information such as the cell-phone number of user, dialing account is relatively-stationary, therefore the internet behavior of accurate, long-term tracking user is contributed to by the way that this category information is identified, the result to the behavioural characteristic analysis of user can be more accurate.User identity identification, the extra flow without increasing can be carried out in the embodiment of the present invention using already present telecommunication apparatus（Such as plant Cook ie, remove Cook ies information）And can be by bypassing progress to the analysis of user behavior feature, user's normal browsing webpage will not be impacted, and above-mentioned flow is simply efficient, the long-term action for being advantageously implemented high property user is analyzed, the long-term action characteristic information and acts and efforts for expediency characteristic information of user can be more accurately held, advertising strategy can be more flexibly selected when carrying out the push of advertisement.

The embodiments of the present invention are for illustration only, and the quality of embodiment is not represented.

One of ordinary skill in the art will appreciate that realizing all or part of flow in above-described embodiment method, computer program is can be by instruct the hardware of correlation to complete, described program can be stored in a computer read/write memory medium, the program is upon execution, it may include such as the flow of the embodiment of above-mentioned each method.Wherein, described storage medium can be magnetic disc, CD, read-only store-memory Body (Read-Only Memory, ROM) or random access memory (Random Access Memory, RAM) etc..

Finally it should be noted that：The above embodiments are merely illustrative of the technical solutions of the present invention rather than is limited, although the present invention is described in detail with reference to preferred embodiments, it will be understood by those within the art that：It can still modify or equivalent substitution to technical scheme, and these modifications or equivalent substitution can not also make the spirit and scope of amended technical scheme disengaging technical solution of the present invention.

Claims

Claims

1st, a kind of advertisement placement method, it is characterised in that including：

The access network request that user sends is received, the access network request comprises at least user's source IP address；

According to the relation information of the IP address of maintenance, user's mark and user behavior feature, acquisition and the user behavior feature corresponding to the source I P addresses in the access network request, wherein the user behavior is characterized in detect that the analysis result mining analysis that the customer access network of DPI equipment output is asked is obtained to deep message；

According at least to the user behavior feature, the advertising message of matching is obtained；

Network answer is accessed to user's return is corresponding with the access network request, the access network answer comprises at least the advertising message.

2nd, advertisement placement method according to claim 1, it is characterised in that methods described further comprises：

According to the access station address in the access network request, send second to corresponding Website server and access network request, and receive the web page answers page or stream medium data of return；

The advertising message is inserted into the web page answers page or stream medium data；

Then it is described to user return with it is described access network request is corresponding access network answer the step of be：The web page answers page inserted with advertising message or the stream medium data inserted with advertising message are returned to user；It is described according at least to the user behavior feature, obtaining the advertising message of matching includes：

According to the user behavior feature and the relation information of advertising message of maintenance, the advertising message matched with the advertising message of the user behavior characteristic matching or acquisition with the key word information in the user behavior feature and the web page answers page is obtained.

3rd, advertisement placement method according to claim 1, it is characterised in that methods described further comprises：

Build in advertising framework, the advertising framework inserted with the access station address in the advertising message and the access network request； Then it is described to user return with it is described access network request is corresponding access network answer the step of be：The access network answer for including the advertising framework is returned to user.

4th, advertisement placement method according to claim 1, it is characterised in that methods described further comprises：

Receive and safeguard the relation information that the IP address that the network equipment is sent is identified with user.

5th, advertisement placement method according to claim 1, it is characterised in that the analysis result mining analysis of the customer access network request exported to DPI equipment includes：

The network access relevant information and behavioural characteristic analysis rule exported according to DPI equipment, mining analysis obtains corresponding user behavior feature；

The user behavior feature is preserved or updated with corresponding user mark association, wherein user mark is associated with user's source IP address in the access network request.

6th, advertisement placement method according to claim 5, it is characterised in that the network access relevant information exported according to DPI equipment and behavioural characteristic analysis rule, the step of mining analysis obtains user behavior feature include：

According to the statistical result and the matching result of knowledge base of the network access relevant information of the user in the range of the very first time, the type distribution situation that the user accesses webpage is obtained, the very first time scope includes long term time frames and/or short period scope；

The distribution situation and behavioural characteristic analysis rule of type of webpage are accessed according to the user, corresponding user behavior feature is obtained, the user behavior feature includes the long-term action characteristic information of the user and the acts and efforts for expediency characteristic information of user.

7th, advertisement placement method according to claim 1, it is characterised in that methods described further comprises：

Receive user and click on access network request being sent after advertising message, pointing to Advertisement Server, information of the access network request comprising user's source IP address and advertiser website；

According to the information of user's source IP address and advertiser website, counting user clicks on the behavior of advertisement；And the access network answer for being redirected to advertiser website server is returned to user so that user equipment Automatically initiate the access network request for accessing advertiser website.

8th, a kind of advertisement placement method, it is characterised in that including：

The first access network request that user sends is received, described first accesses network request comprising user's source IP address and access station address；

According to the relation information of the IP address of maintenance, user's mark and user behavior feature, acquisition and the user behavior feature corresponding to the source IP address in the described first access network request, wherein the user behavior is characterized in detect that the analysis result mining analysis that the customer access network of DPI equipment output is asked is obtained to deep message；

According to the user behavior feature, the advertising message of matching is obtained；

The Website server accessed corresponding to station address in network request is accessed to described first and sends the second access network request for including the advertising message, receives and the second access network answer comprising the advertising message is returned to user.

9th, advertisement placement method according to claim 8, it is characterised in that methods described further comprises：

Receive and safeguard the relation information that the IP address that the network equipment is sent is identified with user.

10th, advertisement placement method according to claim 9, it is characterised in that the analysis result mining analysis of the customer access network request exported to DPI equipment includes：

The network access relevant information exported according to behavioural characteristic analysis rule and DPI equipment, mining analysis obtains user behavior feature；

The user behavior feature is preserved or updated with corresponding user mark association, wherein user mark is associated with user's source IP address in the access network request.

11st, advertisement placement method according to claim 10, it is characterised in that the network access relevant information exported according to behavioural characteristic analysis rule and DP I equipment, the step of mining analysis obtains user behavior feature includes：

According to the statistical result and the matching result of knowledge base of the network access relevant information of the user in the range of the very first time, the type distribution situation that the user accesses webpage, the very first time scope bag are obtained Include long term time frames and/or short period scope；

The distribution situation and behavioural characteristic analysis rule of type of webpage are accessed according to the user, corresponding user behavior feature is obtained, the user behavior feature includes the long-term action characteristic information of the user and the acts and efforts for expediency characteristic information of user.

12nd, advertisement placement method according to claim 8, it is characterised in that methods described further comprises：

Receive user and click on access network request being sent after advertising message, pointing to Advertisement Server, information of the access network request comprising user's source IP address and advertiser website；

According to the information of user's source IP address and advertiser website, counting user clicks on the behavior of advertising message；

And the access network answer for being redirected to advertiser website server is returned to user so that user equipment automatically initiates the access network request for accessing advertiser website.

13rd, a kind of Advertisement Server, it is characterised in that including：

First communication module, for receiving the access network request that user sends, the access network request comprises at least user's source IP address, and accesses network answer to user's return is corresponding with the access network request, and the access network answer comprises at least the advertising message of the matching；

User-behavior management module, for the relation information of the IP address according to maintenance, user's mark and user behavior feature, obtains and the user behavior feature corresponding to the source IP address in the access network request；Behavioural analysis module, the analysis result mining analysis of customer access network request for detecting the output of DPI equipment to deep message obtains user behavior feature, and refreshes the user behavior feature that association is identified with corresponding user by the user-behavior management module；

Advertising management module, returns to corresponding access network answer, the access network answer comprises at least the advertising message of the matching for according at least to the user behavior feature, obtaining the advertising message of matching, and by the first communication module to user.

14th, Advertisement Server according to claim 13, it is characterised in that further comprise：Second communication module, for the access station address in the access network request, to correspondence Website server send second access network request；And receive the web page answers page or stream medium data of return；

First content inserts module, for the advertising message to be inserted into the web page answers page or stream medium data；Wherein, the network answer that accesses that the first communication module is returned to user is specially the web page answers page or stream medium data inserted with advertising message；

The advertising management module is the first advertising management module, for the user behavior feature and the relation information of advertising message according to maintenance, obtains the advertising message with the user behavior characteristic matching；Or, the user behavior feature and the relation information of advertising message of key word information and maintenance in the user behavior feature, the web page answers page obtain the advertising message of matching from advertising database.

15th, Advertisement Server according to claim 13, it is characterised in that further comprise：Second content injector module, for building advertising framework, the access station address inserted in the advertising framework in the advertising message and the first access network request；Wherein, the access network answer that the first communication module is returned to user is specially the access network answer for including the advertising framework.

16th, Advertisement Server according to claim 13, it is characterised in that the user-behavior management module is additionally operable to receive and safeguarded the relation information that the IP address that the network equipment is sent is identified with user.

17th, Advertisement Server according to claim 16, it is characterized in that, the behavioural analysis module is specifically for the network access relevant information according to behavioural characteristic analysis rule and the output of DPI equipment, mining analysis obtains user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association by the user-behavior management module.

18th, Advertisement Server according to claim 13, it is characterised in that further comprise：Acess control module, access network request being sent after advertising message, pointing to Advertisement Server is clicked on for receiving user by first communication module, the Information Statistics user of user's source IP address and advertiser website in the access network request clicks on the behavior of advertising message；And the access network answer for being redirected to advertiser website is returned to user by first communication module.

19th, a kind of Advertisement Server, it is characterised in that including：

Third communication module, accesses network request, described first accesses net for receiving user sends first Network request bag source IP address containing user and access station address, and return to the second access network answer to user；User-behavior management module, for the relation information of the IP address according to maintenance, user's mark and user behavior feature, obtains and the user behavior feature corresponding to the source IP address in the access network request；Behavioural analysis module, the analysis result mining analysis of customer access network request for detecting the output of DPI equipment to deep message obtains user behavior feature, and refreshes the user behavior feature that association is identified with corresponding user by the user-behavior management module；

Advertising management module, for according to the user behavior feature, obtaining the advertising message of matching；Fourth communication module, the the second access network request for including the advertising message is sent for accessing the corresponding Website server of station address that accesses in network request to described first, receives and the second access network answer comprising the advertising message is returned to user by the third communication module.

20th, Advertisement Server according to claim 19, it is characterised in that further comprise：The user-behavior management module is additionally operable to receive and safeguarded the relation information that the IP address that the network equipment is sent is identified with user.

21st, Advertisement Server according to claim 20, it is characterized in that, the behavioural analysis module is specifically for the network access relevant information according to behavioural characteristic analysis rule and the output of DPI equipment, mining analysis obtains user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association by the user-behavior management module.

22nd, Advertisement Server according to claim 19, it is characterised in that further comprise：Acess control module, access network request being sent after advertising message, pointing to Advertisement Server is clicked on for receiving user by the third communication module, the Information Statistics user of user's source IP address and advertiser website in the access network request clicks on the behavior of advertisement；And the access network answer for being redirected to advertiser website is returned to user by the third communication module.

23rd, a kind of ad system, it is characterised in that including：

The network equipment, the access network request for transmitting user；

Deep message detects DPI equipment, and the access network request for the user to receiving is parsed, and corresponding analysis result is exported to Advertisement Server； Advertisement Server, the analysis result for being exported according to the DPI equipment is handled, and returns to the access network answer for the advertising message for comprising at least matching user behavior feature.

24th, ad system according to claim 23, it is characterised in that the Advertisement Server refreshes the user behavior feature associated with corresponding user mark specifically for the analysis result exported according to the DPI equipment；And, the relation information of IP address, user's mark, user behavior feature and advertising message according at least to maintenance, the advertising message matched with the source IP address in the access network request received is obtained, the access network answer including at least the advertising message is returned.

25th, the ad system according to claim 23 or 24, it is characterized in that, the DPI equipment is additionally operable to judge whether to need to intercept access network request progress advertisement insertion, when needed, the access network answer for being redirected to the Advertisement Server is returned to user, the access network answer includes the original access station address of user；Wherein, the access network request that the Advertisement Server is received is by the access network answer triggering.

26th, the ad system according to claim 23 or 24, it is characterized in that, the network equipment is further used for sending the certification request from user to aaa server, receive the corresponding certification response that aaa server is returned, user's IP address and corresponding user mark comprising distribution in the certification response, and transmit to the Advertisement Server relation information of IP address and user identity information；

The Advertisement Server is further used for receiving and safeguarded the relation information that user's IP address that the network equipment is sent is identified with user.

27th, the ad system according to claim 23 or 24, it is characterized in that, the network equipment is further used for, when the access network answer for receiving access network request from user or returning to user, the mirror image data bag for accessing network request or accessing network answer being sent to the DPI equipment；The DPI equipment is specifically for parsing network access relevant information from the mirror image data bag of the access network request and/or access network answer and exporting to the Advertisement Server；

The Advertisement Server is specifically for the network access relevant information sent according to behavioural characteristic analysis rule and the DPI equipment, mining analysis obtains user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association；And IP address, user's mark and use according to maintenance The relation information of family behavioural characteristic, the user behavior characteristic information corresponding to the source IP address accessed in network request for obtaining and receiving, the advertising message of matching is obtained according at least to the user behavior characteristic information, the access network answer for comprising at least the advertising message accordingly is returned.

28th, the ad system according to claim 23,24 or 27, it is characterized in that, the Advertisement Server is further used for the access station address accessed in network request according to reception, download the web page answers page or stream medium data that user accesses, and the advertising message of the matching is inserted into the web page answers page or stream medium data, wherein the network answer that accesses of the return is the web page answers page or stream medium data inserted with advertising message；

Or, the Advertisement Server is further used for building advertising framework, the advertising message and the access station address accessed in network request received are inserted in the advertising framework, wherein the network answer that accesses of the return is the access network answer comprising the advertising framework.

29th, a kind of ad system, it is characterised in that including：

Depth text detection DPI equipment, accesses network request, and export corresponding analysis result to Advertisement Server for parsing the first of user；

Advertisement Server, analysis result for being exported according to the DPI equipment is handled, and accesses the second access network request that the corresponding Website server of station address sends the advertising message comprising matching user behavior feature into the described first access network request；Receive and return to corresponding second to user and access network answer；

Website server, for accessing network request according to described second, described second is accessed the advertising message included in network request and is inserted into the corresponding second web page answers page and returns to the Advertisement Server.

30th, ad system according to claim 29, it is characterised in that Advertisement Server refreshes the user behavior feature associated with corresponding user mark specifically for the analysis result exported according to the DPI equipment；And IP address, user's mark, the user behavior feature according to maintenance obtain the advertising message matched with the source IP address in the first access network request received with the relation information of advertising message；And the corresponding Website server of station address that accesses accessed to described first in network request sends the second access network request comprising the advertising message；Receive and return to corresponding second to user and access network answer. 31st, the ad system according to claim 29 or 30, it is characterised in that further comprise：The network equipment, for sending the certification request from user to authentication and authorization charging aaa server, receive the corresponding certification response that aaa server is returned, the IP address and corresponding user mark of distribution are included in the certification response, and the relation information that IP address and user's mark are believed is sent to the Advertisement Server；The Advertisement Server is further used for receiving and safeguarded the relation information that user's IP address that the network equipment is sent is identified with user.

32nd, ad system according to claim 31, it is characterized in that, the network equipment is further used for, when the access network answer for receiving access network request from user or returning to user, the mirror image data bag for accessing network request or accessing network answer being sent to the DPI equipment；

The DPI equipment is specifically for parsing network access relevant information from the mirror image data bag of the access network request and/or access network answer and exporting to the Advertisement Server；

The Advertisement Server is specifically for the network access relevant information sent according to behavioural characteristic analysis rule and the DPI equipment, mining analysis obtains corresponding user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association；And IP address according to maintenance, the relation information of user's mark and user behavior feature, obtain user behavior feature corresponding with the source IP address in the first access network request received, the advertising message matched is obtained according to the user behavior feature, the corresponding Website server of station address that accesses accessed to described first in network request sends the second access network request comprising the advertising message；Receive and return to corresponding second to user and access network answer.

33rd, a kind of ad system, it is characterised in that including：

Depth text detection DPI equipment, accesses network request, and export corresponding analysis result to Advertisement Server for parsing the first of user；

Advertisement Server, analysis result for being exported according to the DPI equipment is handled, and the corresponding Website server of access station address accessed to described first in network request sends the second access network request of user's mark comprising matching user's source IP address, and return to the advertising message with user behavior characteristic matching of the Website server request；

Website server, the user for being accessed according to described second in network request identifies, to described wide Accuse server request and identify the advertising message matched with the user, and the advertising message of the matching is inserted into the corresponding second web page answers page and user is returned to.

34th, ad system according to claim 33, it is characterised in that the Advertisement Server refreshes the user behavior feature associated with corresponding user mark specifically for the analysis result exported according to the DPI equipment；And obtain user's mark corresponding with the source IP address in the first access network request received, the corresponding Website server transmission of station address that accesses accessed to described first in network request accesses network request comprising the user identifies second, and the relation information of the IP address safeguarded, user's mark, user behavior feature and advertising message is occupied, return to the advertising message of the Website server request.

35th, the ad system according to claim 33 or 34, it is characterised in that further comprise：The network equipment, for sending the certification request from user to aaa server, receive the corresponding certification response that aaa server is returned, IP address and corresponding user mark comprising distribution in the certification response, and send the relation information that IP address and user identify to the Advertisement Server；

The Advertisement Server is further used for receiving and safeguarded the relation information that user's IP address that the network equipment is sent is identified with user.

36th, ad system according to claim 35, it is characterized in that, the network equipment is further used for, when the access network answer for receiving access network request from user or returning to user, the mirror image data bag for accessing network request or accessing network answer being transmitted to the DPI equipment；

The DPI equipment is specifically for parsing network access relevant information from the mirror image data bag of the access network request and/or access network answer and exporting to the Advertisement Server；

The Advertisement Server is specifically for the network access relevant information according to behavioural characteristic analysis rule and DPI equipment output, mining analysis obtains user behavior feature, and the user behavior feature is preserved or updated with corresponding user mark association, and after the first access network request is received, the corresponding Website server of access station address in network request is accessed to described first and sends the second access network request for including user's mark corresponding with the source IP address in the first access network request, and according to the IP address of maintenance, user identifies, the relation information of user behavior feature and advertising message, return to the advertising message of the Website server request.