CN102567902A - Network advertisement dynamic release method and system thereof - Google Patents
Network advertisement dynamic release method and system thereof Download PDFInfo
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Abstract
The invention discloses a network advertisement dynamic release method and a network advertisement dynamic release system. The method comprises the steps of; acquiring information, user information and site information visited by a user are acquired after the user requests advertisements; searching, advertisements are searched according to the user information and the site information; and acquiring advertisements, an advertisement to be released is selected from the advertisements according to the degree of correlation between the advertisement and the user and the advertisement accuracy dynamic value. According to the invention, the advertisement is selected according to the advertisement accuracy dynamic value and the degree of correlation between the advertisement and the user, the advertisement can be more accurately released to the user, so that the effect of the advertisement released by an advertiser is maximized.
Description
Technical field
The present invention relates to Internet advertising input technology, relate in particular to dynamic dissemination method of the web advertisement and system thereof.
Background technology
The web advertisement is the advertisement of a kind of publication on the internet or issue, and it is that a kind of media that spreads through the internet is with the high-tech advertising campaign mode of advertisement delivery to the Internet user.The web advertisement has critical role in the network marketing system, the essential characteristic of the web advertisement is a kind ofly to transmit the means of advertisement information to the Internet user, is the reasonable utilization to user's attention resource.
Web advertisement development trend is an accurate advertisement, according to client's accurate demand, formulates corresponding precisely strategy; For the client finds the target audience; Can be distributed to appropriate users to suitable message at reasonable time through Internet resources, reach the popularization purpose, realize marketing objectives.
The speed of development of accurate advertisement is very fast; It lives through three phases; First stage is the directed input in region, and second stage is according to content match, that is does real-time coupling according to the current behavior of browsing of user; Phase III is according to the behavior of user's historical viewings, carries out the issue of advertisement according to the accurate strategy of advertiser.
Existing accurate advertisement is mainly made a strategic decision from following factor:
The demography principle combines population characteristic's characteristic distributions and advertising purpose, according to factors of influence such as Regional Distribution, age, sex, occupation/industry, income state, marital status, education degrees, selects precisely strategy of advertiser;
The ad content that matches is selected and issued to content match according to the correlativity of active user's accession page content;
Behavior coupling is collected and is excavated through the data to user's visit behavior, extracts user profile, according to user interest classification or user interest key word, and the ad content of selecting also issue to match.The client is above-mentioned three patterns that factor combines generally, to reach a better advertisement distribution effect when selecting accurate advertisement to throw in.
Fig. 1 is the schematic flow sheet of advertisement delivery method of the prior art, please refer to Fig. 1, and each step of this flow process is described.
Particularly; With user profile and site information as initial conditions; Filtercondition according to a plurality of factors such as demography, time, website attributes is retrieved in advertisement base, is output as to meet current demand, and is serial with the advertisement that user profile and info web are complementary.
But; Present advertisement delivery method in the industry is roughly the same; There is following technological deficiency at least in prior art: the coupling of ad distribution content and user profile is static coupling, and can not dynamically adjust according to want advertisement amount, user profile and user capture amount.Under the situation that the accurate strategy of coupling is selected,, and under the situation of user capture amount abundance, can not come dynamic adjustment input tactful than high accurancy and precision and actual input situation according to advertisement if the want advertisement amount is fewer; Sufficient in the want advertisement amount, and under the insufficient situation of user capture amount, can not come dynamically adjustment to throw in strategy according to the classification correlativity.Static coupling all is to go to throw in according to the desired strategy of client; In launch process, carry out the strategy adjustment again according to the reality situation of throwing in by the client; This kind advertisement putting mode can not dynamically be adjusted in real time; Make that the precision of ad distribution is not high, and can not satisfy the demand of advertiser's clutter.
Summary of the invention
One of technical matters to be solved by this invention is that dynamic dissemination method of a kind of web advertisement and system thereof need be provided.
In order to solve the problems of the technologies described above; The invention provides the dynamic dissemination method of a kind of web advertisement; The dynamic dissemination method of this web advertisement comprises the steps: the information obtaining step, when the user asks advertisement, obtains the site information that user profile and user are visited; Searching step comes retrieve advertisements based on said user profile and said site information; The advertisement obtaining step; Advertisement accurately degree dynamic value based on the degree of correlation between said advertisement and the said user and said advertisement; The advertisement that selection will be issued from said advertisement; Wherein, said advertisement accurately degree dynamic value characterize said advertisement the relation between the actual demand amount of the quantity that will issue and said advertisement.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention also comprises: after said advertisement obtaining step, issue the said advertisement that will issue to said user, upgrade advertisement classification use amount.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention, said advertisement obtaining step specifically comprises the steps:
Judge based on said user's the category of interest and the category of interest of said advertisement whether said advertisement and said user mate, wherein,
If be judged as and be, match advertisements is confirmed as in the advertisement that then category of interest and said user's in the advertisement that is retrieved category of interest is complementary; If be judged as not, then non-match advertisements confirmed as in category of interest and said user's in the advertisement that is retrieved the unmatched advertisement of category of interest.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention in said advertisement obtaining step, is not issued in the said non-match advertisements advertisement accurately degree dynamic value less than the advertisement of first setting threshold.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention; In said advertisement obtaining step; To advertisement accurately degree dynamic value in the said non-match advertisements more than or equal to the advertisement of first setting threshold; Further judge that whether said advertisement and the degree of correlation between the said user more than or equal to first setting threshold be more than or equal to second setting threshold, wherein
If be judged as more than or equal to said second setting threshold, from said more than or equal to select the advertisement of first setting threshold with the maximum advertisement of said user's the degree of correlation as the said advertisement that will issue; If be judged as less than said second setting threshold, releasing advertisements not then.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention; In said advertisement obtaining step; In the advertisement of advertisement accurately degree dynamic value more than or equal to first setting threshold, the advertisement of selection and said user's degree of correlation maximum is as the said advertisement that will issue from said match advertisements.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention, in said advertisement obtaining step, to advertisement accurately degree dynamic value in the said match advertisements less than the advertisement of first setting threshold,
Magnitude relationship based between the degree of correlation between said advertisement and the said user and said advertisement accurately degree dynamic value judges whether to want releasing advertisements;
If the degree of correlation between said advertisement and the said user is more than or equal to said advertisement accurately degree dynamic value, then from said advertisement less than the maximum of the degree of correlation between selection and said user the advertisement of first setting threshold, as the said advertisement that will issue; If the degree of correlation between said advertisement and the said user is less than said advertisement accurately degree dynamic value, releasing advertisements not then.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention in said advertisement obtaining step, is confirmed said advertisement accurately degree dynamic value based on advertisement classification demand, advertisement classification use amount and the advertisement classification historical data amount of advertisement.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention; In said advertisement obtaining step, with the ratio of the difference of the difference of advertisement classification demand and advertisement classification use amount and advertisement classification historical data amount and advertisement classification use amount as said advertisement accurately degree dynamic value.
The dynamic dissemination method of the web advertisement according to a further aspect of the invention; In said advertisement obtaining step; Calculate the degree of correlation between category of interest and said user's the category of interest of said advertisement based on machine learning algorithm, the said degree of correlation is used for characterizing said advertisement and said user's correlation degree.
According to a further aspect in the invention, also provide a kind of web advertisement dynamic delivery system, having comprised: acquisition module, when the user asked advertisement, it obtained the site information that user profile and user are visited; Retrieval module, it comes retrieve advertisements based on said user profile and said site information; Release module, it is based on the advertisement accurately degree dynamic value of the degree of correlation between said advertisement and the said user and said advertisement, from said advertisement, selects the advertisement that will issue,
Wherein, said advertisement accurately degree dynamic value characterizes the relation between the actual amount of demand and said advertisement of said advertisement.
The dynamic delivery system of the web advertisement according to a further aspect of the invention, said release module also comprises: matching module, it judges based on said user's the category of interest and the category of interest of said advertisement whether said advertisement and said user mate, wherein,
If be judged as and be, match advertisements is confirmed as in the advertisement that then category of interest and said user's in the advertisement that is retrieved category of interest is complementary; If be judged as not, then non-match advertisements confirmed as in category of interest and said user's in the advertisement that is retrieved the unmatched advertisement of category of interest.
The dynamic delivery system of the web advertisement according to a further aspect of the invention, said release module also comprises:
First judge module; It is to the advertisement of advertisement accurately degree dynamic value in the said non-match advertisements more than or equal to first setting threshold; Further judge that whether said advertisement and the degree of correlation between the said user more than or equal to first setting threshold be more than or equal to second setting threshold, wherein
If be judged as more than or equal to said second setting threshold, from said more than or equal to select the advertisement of first setting threshold with the maximum advertisement of said user's the degree of correlation as the said advertisement that will issue; If be judged as less than said second setting threshold, releasing advertisements not then,
Second judge module; It is to the advertisement of advertisement accurately degree dynamic value in the said match advertisements less than first setting threshold, and the magnitude relationship based between the degree of correlation between said advertisement and the said user and said advertisement accurately degree dynamic value judges whether to want releasing advertisements; Wherein
If the degree of correlation between said advertisement and the said user is more than or equal to said advertisement accurately degree dynamic value, then from said advertisement less than the maximum of the degree of correlation between selection and said user the advertisement of first setting threshold, as the said advertisement that will issue; If the degree of correlation between said advertisement and the said user is less than said advertisement accurately degree dynamic value, releasing advertisements not then,
In second judge module; It is to the advertisement of advertisement accurately degree dynamic value in the said match advertisements more than or equal to first setting threshold; In the advertisement of advertisement accurately degree dynamic value more than or equal to first setting threshold, the advertisement of selection and said user's degree of correlation maximum is as the said advertisement that will issue from said match advertisements.
Compared with prior art, one or more embodiment of the present invention can have following advantage:
The present invention is after carrying out the static state coupling; Further through select based on the degree of correlation between advertisement accurately degree dynamic value and advertisement and the user the advertisement that will issue; According to actual access amount and want advertisement amount more accurately to users to release advertisement; And on the laggard column rule of releasing advertisements or advertisement optimization and adjustment under the line, make the advertising results maximization of advertiser's releasing advertisements.
Other features and advantages of the present invention will be set forth in instructions subsequently, and, partly from instructions, become obvious, perhaps understand through embodiment of the present invention.The object of the invention can be realized through the structure that in instructions, claims and accompanying drawing, is particularly pointed out and obtained with other advantages.
Description of drawings
Accompanying drawing is used to provide further understanding of the present invention, and constitutes the part of instructions, is used to explain the present invention jointly with embodiments of the invention, is not construed as limiting the invention.In the accompanying drawings:
Fig. 1 is the schematic flow sheet of advertisement delivery method of the prior art;
Fig. 2 is the schematic flow sheet according to the advertisement delivery method of first embodiment of the invention;
Fig. 3 is a schematic flow sheet of choosing advertisement among the step S240 according to first embodiment of the invention;
Fig. 4 is the structural representation according to the advertisement distributing system of second embodiment of the invention.
Embodiment
Below will combine accompanying drawing and embodiment to specify embodiment of the present invention, how the application technology means solve technical matters to the present invention whereby, and the implementation procedure of reaching technique effect can make much of and implement according to this.Need to prove that only otherwise constitute conflict, each embodiment among the present invention and each characteristic among each embodiment can mutually combine, formed technical scheme is all within protection scope of the present invention.
In addition; Can in computer system, carry out in the step shown in the process flow diagram of accompanying drawing such as a set of computer-executable instructions, and, though logical order has been shown in process flow diagram; But in some cases, can carry out step shown or that describe with the order that is different from here.
First embodiment
Fig. 2 is according to the schematic flow sheet of the advertisement delivery method of first embodiment of the invention, please refer to Fig. 2, specifies each step of this flow process.
Particularly, analyze the different user behavior of identification through ask access parameter according to the user, user access activity comprises request advertisement behavior, statistics displaying advertisement behavior and adds up the advertisement behavior of clicking.To different behaviors, carry out different treatment schemees.
If user access activity is the statistical effect behavior; Just statistics is showed advertisement behavior and statistics click advertisement behavior; Then releasing advertisements number of times and the actual advertisement number of times of clicking are added up; Obtain the actual effect of institute's releasing advertisements according to statistics, carry out real-time optimization or line is optimized down based on the advertisement actual effect.
If user access activity is request advertisement behavior, when the user capture website, there is a link to go to be linked in the advertisement dispatch server in the website, wherein in this link, have corresponding parameter and indicate that user access activity is request advertisement behavior.Corresponding statistics displaying advertisement behavior is clicked the advertisement behavior with statistics also has corresponding parameter to indicate respectively.
At user access activity is that the user is when asking advertisement; The advertisement dispatch server is chosen an only advertisement for the user, and before the advertisement of choosing is shown to user plane, to satisfy current demand of user or interest; Improve user experience, reduce the user information retrieval cost; When user access activity was the statistical effect behavior, just user access activity was that statistics is showed advertisement behavior or statistics click advertisement behavior, according to actual effect, does dynamic adjustment and optimization.
Step 220 is if user access activity then obtains the site information that user profile and user are visited for request advertisement behavior.
Particularly; In the user access activity identifying; In order to distinguish different user, can be through IP, user name, be stored in data cookie, user agent's (User Agent is called for short UA) or user profile sign (User Identification on the subscriber's local terminal; Abbreviation UID) mode is carried out uniqueness identification to the user.For example, behind the UID that obtains the user, obtain user profile and obtain the site information that the user visits through the current page sign through user UID.
Wherein, user profile comprises: the static essential information of user and user's multidate information.The static essential information of user; Specifically comprise following information: information such as age, sex, region, industry, occupation, income state, marital status and/or education degree; Above-mentioned information has static attribute; Generally can not change within a certain period of time,, also can be used as the filtercondition of advertisement retrieval generally as the initial conditions of advertisement retrieval.
User's multidate information comprises advertisement pushing status information and user behavior analysis accumulating information; Can control advertisement through the advertisement pushing status information this user is presented the frequency; Wherein, advertisement pushing status information is included in the information such as interval of number of times, advertisement presentative time and/or each ad distribution of the recent browse advertisements of this user of record in the user profile; Wherein, the user behavior analysis accumulating information is the accumulation to the information behind the user behavior analysis, and the user behavior after the accumulation is recorded in the user profile.
Site information comprises the industry/classification of website, based on the synthesized attribute of the PR overall ranking of domain name/channel, website, present the information such as size specification of type and/or website, wherein present type and comprise formula advertisement or rich-media ads type at the bottom of banner, pop-up ad, the bullet.
Step 230 is come retrieve advertisements based on said user profile and said site information.
Particularly, from advertisement base, filter out the advertisement that conforms to site information with user profile based on user profile, site information that the user visited.More specifically; The site information that user profile and user are visited is as initial conditions; According to advertiser's demand with a plurality of influence factors such as demography, time, website attributes as filtercondition, in advertisement base, retrieve, be output as and meet the required a plurality of advertisements of user.
For example, if the static information in the user profile is about 25 years old age, sex is that Beijing, occupation are that monthly pay is more than 5,000 for white collar, income state for woman, region, place; User's multidate information is more for this user browsed electronic product advertisement number of times in nearly one month; In the site information website be categorized as comprehensive website, then from advertisement base, filter out the electronic product series advertisements that conforms to site information with user profile according to above user profile.
After the advertisement retrieval of carrying out step 230; Advertisement to retrieving is further chosen; Because the difference of commercial business strategy, different advertisement has different priority, for the priority level different advertisement; Other just carries out the input of advertisement according to level, promptly throws in the high advertisement of priority level.Advertisement for priority level is identical is chosen according to flow process shown in Figure 3 further.
Fig. 3 is according to the schematic flow sheet of choosing advertisement among the first embodiment of the invention step S240, please refer to Fig. 3, specifies each step of this flow process.
Step 310 judges based on the category of interest of advertisement and user's category of interest whether advertisement and user mate.Match advertisements is confirmed as in the advertisement that category of interest and user's in the advertisement that is retrieved category of interest is complementary, non-match advertisements is confirmed as in category of interest and user's in the advertisement that is retrieved the unmatched advertisement of category of interest.
Need to prove; Category of interest is a cover classification system, when user behavior analysis, according to the content of pages of user's current accessed website or the behavior of search key; Be mapped in the corresponding category of interest of user institute; In the process of user behavior analysis, just can the user be classified like this, each user is the label of corresponding different category of interest respectively; As advertiser during at the customized advertising strategy, to the target audience of advertisement, with the advertisement that will issue also carry out the classification of category of interest accordingly, the label of corresponding different category of interest is also distinguished in each advertisement.In the Dynamic matching process; If on the ability of the category of interest under the user under category of interest and the advertisement correspondence; Judge that then both mate, such coupling possibly be the coupling of category of interest under category of interest and the advertisement of user's historical behavior accumulation, also possibly be the category of interest that triggers of user's current behavior and the coupling of the affiliated category of interest of advertisement; If the category of interest correspondence under the user under category of interest and the advertisement does not go up, judge that then both do not match.
Particularly; The category of interest classification is carried out in the advertisement that retrieves; For example, the category of interest under the advertisement can be clothes classification, electrical equipment classification or food classification, and the category of interest under the advertisement can be for a plurality of; For example, belonging to category of interest is that the advertisement of clothes classification can also belong to fashion classification and leisure classification.This user is carried out the category of interest classification; For example, the category of interest under the user can be clothes classification, electrical equipment classification or food classification, and the category of interest under the user also can be for a plurality of; For example, category of interest is that the user of clothes can also belong to fashion classification and leisure classification.
The category of interest of advertisement and user's category of interest are carried out matching operation, if advertisement and user's category of interest is complementary, then execution in step 320, otherwise execution in step 340.For example, category of interest is clothes classification or fashion classification under the advertisement, and category of interest is the clothes classification under the user, can judge that then advertisement and user are complementary, and this advertisement is designated as match advertisements; If category of interest is the clothes classification under the advertisement, user's affiliated category of interest is the food classification, can judge that then advertisement and user's category of interest does not match, and this advertisement is designated as non-match advertisements.
Need to prove that in the advertisement retrieving, fall the advertisement filter that does not meet user profile and info web, then remaining advertisement all is the advertisement that meets input in the advertisement base, give the user but also need further to choose an only ad distribution again.
Step 320 is calculated the advertisement accurately degree dynamic value of match advertisements and each match advertisements and user's the degree of correlation, and is judged that whether advertisement accurately degree dynamic value is more than or equal to first setting threshold.
Particularly, confirm advertisement accurately degree dynamic value based on advertisement classification demand, advertisement classification use amount and the advertisement classification historical data amount of advertisement, advertisement accurately degree dynamic value characterize advertisement the relation between the actual demand amount of the quantity that will issue and advertisement.
More specifically, in choosing the process of accurate advertisement, obtain the affiliated category of interest historical data amount of advertisement, the category of interest demand under the advertisement and the category of interest use amount under the advertisement.Wherein, the category of interest historical data amount under the advertisement be in setting the historical time section, send to advertisement under category of interest be complementary corresponding crowd's quantity, abbreviation advertisement classification historical data amount; The quantity of the advertisement that the category of interest demand under the advertisement will be thrown in for the advertiser, abbreviation advertisement classification demand; Category of interest use amount under the advertisement is specially the quantity of the advertisement of having thrown in, and is called for short advertisement classification use amount.The ratio of the difference of the difference of advertisement classification demand and advertisement classification use amount and advertisement classification historical data amount and advertisement classification use amount as said advertisement accurately degree dynamic value, is obtained advertisement accurately degree dynamic value through following formula:
Need to prove, in the present embodiment, the setting historical time section of advertisement classification historical data amount for send to certain every day in the middle of the month with match advertisements under category of interest be complementary corresponding crowd's the mean value of quantity; Advertisement classification use amount is the quantity of the same day with the advertisement of issue; Advertisement classification demand be the same day advertiser the quantity of the advertisement that will send, can also obtain advertisement accurately degree dynamic value through alternate manner, judge that based on the advertisement accurately degree dynamic value of the match advertisements of gained whether advertisement accurately degree dynamic value is more than or equal to first setting threshold; Preferably; First setting threshold equals 1, if the advertisement accurately dynamic value more than or equal to 1, then explain advertisement the quantity that will issue greater than the actual demand amount of advertisement; Advertisement just the quantity that will issue greater than actual user's visit capacity; Then execution in step 380, the advertisement that the maximum advertisement conduct of selection and user's the degree of correlation will be issued, otherwise execution in step 330.
More specifically; In this step, also need calculate the degree of correlation between each match advertisements and the user; Can calculate the degree of correlation between category of interest and user's the category of interest of advertisement based on machine learning algorithm; The degree of correlation characterizes advertisement and user's correlation degree, utilizes machine learning algorithm to calculate the degree of correlation and is the industry known technology.
According to each category of interest under each match advertisements respectively with the user under each category of interest carry out the calculating of the degree of correlation; For example; The user can belong to clothes classification, fashion classification and leisure classification; Category of interest under one of them match advertisements is clothes classification and leisure classification, then with these three category of interest respectively with match advertisements under two category of interest carry out relatedness computation, can obtain each degree of correlation of the affiliated classification of category of interest and advertisement under the user; Wherein, the degree of correlation of clothes classification under the user and the clothes classification under the match advertisements is the highest in the degree of correlation of all these advertisements of gained.In addition; Can also be for following situation be arranged; For example, the user can belong to clothes classification, fashion classification and leisure classification, and the category of interest under wherein a plurality of match advertisements is respectively clothes classification and leisure classification; Then calculate the degree of correlation of the said classification of affiliated category of interest of user and match advertisements, the result is: the degree of correlation of the described clothes classification of clothes classification and match advertisements is the highest under the user.
Particularly; To advertisement accurately degree dynamic value in the said match advertisements less than the advertisement of first setting threshold; Based on the magnitude relationship between the degree of correlation between advertisement and the user and advertisement accurately degree dynamic value; Judge whether to want releasing advertisements, present embodiment preferably, whether the degree of correlation of judging each match advertisements more than or equal to the advertisement accurately dynamic value.
Particularly; Each category of interest degree of correlation is compared with the advertisement accurately dynamic value respectively, if the degree of correlation of corresponding category of interest of advertisement and user's category of interest is then judged and wanted releasing advertisements more than or equal to the advertisement accurately dynamic value; Then execution in step 390, otherwise releasing advertisements not.
Need to prove; In the present embodiment, preferably first setting threshold is set at 1, in the advertisement accurately dynamic value during less than first setting threshold; The actual demand amount that advertisement then is described greater than advertisement the quantity that will issue; Just actual user's visit capacity greater than advertisement the quantity that will issue, the scope that can further dwindle advertisement delivery through the relatively degree of correlation between each advertisement and the user and advertisement accurately dynamic value makes advertisement delivery more accurate.
If each category of interest under the advertisement that in step 310, retrieves all can't be mated with each category of interest under this user; Explain that then the category of interest under this user does not have directly to satisfy the advertisement accurately demand that is retrieved, and then need further check the advertisement accurately dynamic value of this non-match advertisements.If the advertisement accurately dynamic value, is then explained user's actual access amount more than or equal to first setting threshold less than the want advertisement amount, can select more accurately that the user delivers advertisement, satisfy a large amount of clutter demand of advertiser client.
Preferably; First setting threshold equals 1, when the advertisement accurately dynamic value more than or equal to 1 the time, then execution in step 350; Otherwise do not issue in the non-match advertisements advertisement accurately degree dynamic value less than the advertisement of first setting threshold; Step 350 is calculated the degree of correlation of each affiliated category of interest of each category of interest and this user under the non-match advertisements respectively, and confirms based on relevance degree whether non-match advertisements is relevant with the user.
In this step, the advertisement accurately dynamic value of calculating non-match advertisements is similar with the advertisement accurately dynamic value computing method of match advertisements, repeats no more at this.In step 340, if the advertisement accurately dynamic value is more than or equal to first setting threshold, demand then is described greater than actual user's visit capacity, need further utilize the degree of correlation, the expansion advertisement the number of users that will throw in.If not match advertisements is relevant with the user, then execution in step 360, otherwise do not carry out ad distribution.
Whether step 360, is further judged more than or equal to the advertisement of first setting threshold and the degree of correlation between the user more than or equal to second setting threshold more than or equal to the advertisement of first setting threshold to advertisement accurately degree dynamic value in the said non-match advertisements.
In this step, the method for the degree of correlation of calculating each affiliated category of interest of each category of interest and this user under the non-match advertisements is similar with the relatedness computation method of match advertisements, repeats no more at this.Particularly, each category of interest under the non-match advertisements that step 350 is calculated and the degree of correlation and second setting threshold between the category of interest under this user compare, preferably; The lower threshold of the advertisement that present embodiment is set with the advertiser is as second setting threshold; If be judged as,, explain that then the degree of correlation is relatively low if just the degree of correlation is less than the lower threshold of the set advertisement of advertiser less than said second setting threshold; Can not satisfy the demand that the advertiser wants advertisement delivery; Then do not issue this advertisement, otherwise, execution in step 370.
The degree of correlation of each category of interest and the lower threshold of advertisement are compared; If more than or equal to second setting threshold; Then explanation can be satisfied the demand that the advertiser throws in this non-match advertisements; Satisfy the non-match advertisements of advertiser demand from these, choose the maximum non-match advertisements of the degree of correlation as the advertisement that will issue, and write down this highest degree of correlation; After issuing the said advertisement that will issue to said user, propelling movement state, advertisement classification historical data amount and the advertisement classification use amount of this advertisement of having sent of upgrading in time.
Particularly; Inquire about those greater than the maximum degree of correlation of the numerical value in the degree of correlation of advertisement accurately dynamic value; As the highest degree of correlation; And issue this match advertisements to this user, and after issuing the said advertisement that will issue to said user, propelling movement state, advertisement classification historical data amount and the advertisement classification use amount of this advertisement of having sent of upgrading in time.
Based on above-mentioned flow process with selected advertisement with banner, pop-up ad, bullet at the bottom of formula advertisement or rich-media ads type show the user.
With selected advertisement with banner, pop-up ad, bullet at the bottom of formula advertisement or rich-media ads type show the user.
After carrying out ad distribution, issue this advertisement more accurately according to above-mentioned flow process next time, after execution of step 240, can also further carry out the operation of step 250 in order to make.
Step 250 according to the advertising results of releasing advertisements, comes optimizing advertisements to choose the degree of correlation between strategy and the adjustment category of interest.
Particularly, this flow process can be divided into two parts, carries out real-time optimization on the line; According to the actual click of advertisement effect, come the dynamically degree of correlation between the adjustment category of interest, more accurate when making advertisement delivery; Carry out then optimizing under the line,, analyze this advertisement putting factor that influences according to the whole promotion effect of advertisement; Perform an analysis from time/population characteristic/a plurality of latitudes such as category of interest; Excavate potential rule, make rational analysis and adjustment to existing input scheme, optimization, maximizing the benefits are promoted in perfect realization.
Need to prove that advertising results are that the effect of after ad distribution, carrying out is checked and accepted, and can weigh through indexs such as clicking rate and advertising objective web page browing number of times.Wherein, clicking rate be advertisement by number of clicks divided by the advertisement exposure number of times; Web page browing number of times (Page View) is for promptly having got into the homepage of introducing product information or advertiser's website when the viewer clicks the web advertisement after, the viewer is called web page browing one time to the reading of once browsing of this page.
The embodiment of the invention is after carrying out the static state coupling; Further through select based on the degree of correlation between advertisement accurately degree dynamic value and advertisement and the user the advertisement that will issue; According to actual access amount and want advertisement amount more accurately to users to release advertisement; And on the laggard column rule of releasing advertisements or advertisement optimization and adjustment under the line, make the advertising results maximization of advertiser's releasing advertisements.
Second embodiment
Fig. 4 is according to the structural representation of the advertisement distributing system of second embodiment of the invention, please refer to Fig. 4, and each composition module of this structure is described.
This system comprises: acquisition module 41, retrieval module 42 and release module 43, and acquisition module 41 is connected with retrieval module 42, and retrieval module 42 is connected with release module 43, below the function of each module of explanation.
Acquisition module 41, when the user asked advertisement, it obtained the site information that user profile and user are visited.
Retrieval module 42, it comes retrieve advertisements based on user profile and said site information.
Release module 43, it is based on the advertisement accurately degree dynamic value of the degree of correlation between advertisement and the said user and advertisement, from said advertisement, selects the advertisement that will issue,
Wherein, the relation between the actual amount of the demand of advertisement accurately degree dynamic value sign advertisement and advertisement.
Release module 43 also comprises matching module 431; Matching module 431 judges based on user's the category of interest and the category of interest of advertisement whether advertisement and user mate; Wherein, If be judged as and be, match advertisements is confirmed as in the advertisement that then category of interest and user's in the advertisement that is retrieved category of interest is complementary; If be judged as not, then non-match advertisements confirmed as in category of interest and said user's in the advertisement that is retrieved the unmatched advertisement of category of interest.
Release module 43 also comprises first judge module 432; It is to the advertisement of advertisement accurately degree dynamic value in the non-match advertisements more than or equal to first setting threshold; Whether further judge more than or equal to the advertisement of first setting threshold and the degree of correlation between the user more than or equal to second setting threshold; Wherein, if be judged as, from the advertisement that will issue more than or equal to the maximum advertisement conduct of the selection the advertisement of first setting threshold and user's the degree of correlation more than or equal to said second setting threshold; If be judged as less than second setting threshold, releasing advertisements not then.
Release module 43 also comprises second judge module 433; It is to the advertisement of advertisement accurately degree dynamic value in the match advertisements less than first setting threshold, and the magnitude relationship based between the degree of correlation between advertisement and the user and advertisement accurately degree dynamic value judges whether to want releasing advertisements; Wherein, If be judged as and want releasing advertisements, then from advertisement, as the advertisement that will issue less than the maximum of the degree of correlation between selection and user the advertisement of first setting threshold.More specifically, if the degree of correlation between advertisement and the user is more than or equal to advertisement accurately degree dynamic value, then from the advertisement less than the maximum of the degree of correlation between selection and user the advertisement of first setting threshold, as the advertisement that will issue; If the degree of correlation between advertisement and the user is less than advertisement accurately degree dynamic value, releasing advertisements not then.
The embodiment of the invention is after carrying out the static state coupling; Further through select based on the degree of correlation between advertisement accurately degree dynamic value and advertisement and the user the advertisement that will issue; According to actual access amount and want advertisement amount more accurately to users to release advertisement; And on the laggard column rule of releasing advertisements or advertisement optimization and adjustment under the line, make the advertising results maximization of advertiser's releasing advertisements.
Those skilled in the art should be understood that; Above-mentioned each module of the present invention or each step can realize that they can concentrate on the single calculation element with the general calculation device, perhaps are distributed on the network that a plurality of calculation element forms; Alternatively; They can realize with the executable program code of calculation element, thereby, can they be stored in the memory storage and carry out by calculation element; Perhaps they are made into each integrated circuit modules respectively, perhaps a plurality of modules in them or step are made into the single integrated circuit module and realize.Like this, the present invention is not restricted to any specific hardware and software combination.
Though the embodiment that the present invention disclosed as above, the embodiment that described content just adopts for the ease of understanding the present invention is not in order to limit the present invention.Technician under any the present invention in the technical field; Under the prerequisite of spirit that does not break away from the present invention and disclosed and scope; Can do any modification and variation what implement in form and on the details; But scope of patent protection of the present invention still must be as the criterion with the scope that appending claims was defined.
Claims (13)
1. the dynamic dissemination method of the web advertisement is characterized in that, comprises the steps:
The information obtaining step when the user asks advertisement, obtains the site information that user profile and user are visited;
Searching step comes retrieve advertisements based on said user profile and said site information;
The advertisement obtaining step, based on the advertisement accurately degree dynamic value of the degree of correlation between said advertisement and the said user and said advertisement, the advertisement that selection will be issued from said advertisement,
Wherein, said advertisement accurately degree dynamic value characterize said advertisement the relation between the actual demand amount of the quantity that will issue and said advertisement.
2. method according to claim 1 is characterized in that, also comprises:
After said advertisement obtaining step, issue the said advertisement that will issue to said user, upgrade advertisement classification use amount.
3. method according to claim 1 is characterized in that, said advertisement obtaining step specifically comprises the steps:
Judge based on said user's the category of interest and the category of interest of said advertisement whether said advertisement and said user mate, wherein,
If be judged as and be, match advertisements is confirmed as in the advertisement that then category of interest and said user's in the advertisement that is retrieved category of interest is complementary;
If be judged as not, then non-match advertisements confirmed as in category of interest and said user's in the advertisement that is retrieved the unmatched advertisement of category of interest.
4. method according to claim 3 is characterized in that, in said advertisement obtaining step,
Do not issue in the said non-match advertisements advertisement accurately degree dynamic value less than the advertisement of first setting threshold.
5. method according to claim 3 is characterized in that, in said advertisement obtaining step,
More than or equal to the advertisement of first setting threshold, whether further judge said advertisement and the degree of correlation between the said user more than or equal to first setting threshold to advertisement accurately degree dynamic value in the said non-match advertisements more than or equal to second setting threshold, wherein,
If be judged as more than or equal to said second setting threshold, from said more than or equal to select the advertisement of first setting threshold with the maximum advertisement of said user's the degree of correlation as the said advertisement that will issue;
If be judged as less than said second setting threshold, releasing advertisements not then.
6. method according to claim 3 is characterized in that, in said advertisement obtaining step,
In the advertisement of advertisement accurately degree dynamic value more than or equal to first setting threshold, the advertisement of selection and said user's degree of correlation maximum is as the said advertisement that will issue from said match advertisements.
7. method according to claim 3 is characterized in that, in said advertisement obtaining step,
To advertisement accurately degree dynamic value in the said match advertisements less than the advertisement of first setting threshold,
Magnitude relationship based between the degree of correlation between said advertisement and the said user and said advertisement accurately degree dynamic value judges whether to want releasing advertisements;
If the degree of correlation between said advertisement and the said user is more than or equal to said advertisement accurately degree dynamic value, then from said advertisement less than the maximum of the degree of correlation between selection and said user the advertisement of first setting threshold, as the said advertisement that will issue;
If the degree of correlation between said advertisement and the said user is less than said advertisement accurately degree dynamic value, releasing advertisements not then.
8. according to each described method of claim 1 to 7, it is characterized in that, in said advertisement obtaining step,
Advertisement classification demand, advertisement classification use amount and advertisement classification historical data amount based on advertisement are confirmed said advertisement accurately degree dynamic value.
9. according to each described method of claim 1 to 7; It is characterized in that; In said advertisement obtaining step, with the ratio of the difference of the difference of advertisement classification demand and advertisement classification use amount and advertisement classification historical data amount and advertisement classification use amount as said advertisement accurately degree dynamic value.
10. according to each described method of claim 1 to 7, it is characterized in that, in said advertisement obtaining step,
Calculate the degree of correlation between category of interest and said user's the category of interest of said advertisement based on machine learning algorithm, the said degree of correlation is used for characterizing said advertisement and said user's correlation degree.
11. the dynamic delivery system of the web advertisement is characterized in that, comprising:
Acquisition module, when the user asked advertisement, it obtained the site information that user profile and user are visited;
Retrieval module, it comes retrieve advertisements based on said user profile and said site information;
Release module, it is based on the advertisement accurately degree dynamic value of the degree of correlation between said advertisement and the said user and said advertisement, from said advertisement, selects the advertisement that will issue,
Wherein, said advertisement accurately degree dynamic value characterizes the relation between the actual amount of demand and said advertisement of said advertisement.
12. system according to claim 11 is characterized in that, said release module also comprises:
Matching module, it judges based on said user's the category of interest and the category of interest of said advertisement whether said advertisement and said user mate, wherein,
If be judged as and be, match advertisements is confirmed as in the advertisement that then category of interest and said user's in the advertisement that is retrieved category of interest is complementary;
If be judged as not, then non-match advertisements confirmed as in category of interest and said user's in the advertisement that is retrieved the unmatched advertisement of category of interest.
13. system according to claim 12 is characterized in that, said release module also comprises:
First judge module; It is to the advertisement of advertisement accurately degree dynamic value in the said non-match advertisements more than or equal to first setting threshold; Further judge that whether said advertisement and the degree of correlation between the said user more than or equal to first setting threshold be more than or equal to second setting threshold, wherein
If be judged as more than or equal to said second setting threshold, from said more than or equal to select the advertisement of first setting threshold with the maximum advertisement of said user's the degree of correlation as the said advertisement that will issue;
If be judged as less than said second setting threshold, releasing advertisements not then,
Second judge module; It is to the advertisement of advertisement accurately degree dynamic value in the said match advertisements less than first setting threshold, and the magnitude relationship based between the degree of correlation between said advertisement and the said user and said advertisement accurately degree dynamic value judges whether to want releasing advertisements; Wherein
If the degree of correlation between said advertisement and the said user is more than or equal to said advertisement accurately degree dynamic value, then from said advertisement less than the maximum of the degree of correlation between selection and said user the advertisement of first setting threshold, as the said advertisement that will issue;
If the degree of correlation between said advertisement and the said user is less than said advertisement accurately degree dynamic value, releasing advertisements not then,
In second judge module; It is to the advertisement of advertisement accurately degree dynamic value in the said match advertisements more than or equal to first setting threshold; In the advertisement of advertisement accurately degree dynamic value more than or equal to first setting threshold, the advertisement of selection and said user's degree of correlation maximum is as the said advertisement that will issue from said match advertisements.
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