CN103377192A - Advertisement insertion method and system - Google Patents
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- CN103377192A CN103377192A CN2012101090171A CN201210109017A CN103377192A CN 103377192 A CN103377192 A CN 103377192A CN 2012101090171 A CN2012101090171 A CN 2012101090171A CN 201210109017 A CN201210109017 A CN 201210109017A CN 103377192 A CN103377192 A CN 103377192A
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Abstract
The invention relates to an advertisement insertion method and system. The method includes: a WAP gateway sends a request data packet carrying user attribute and an original page to an advertisement server so as to request for advertisement insertion; the advertisement server analyzes the request data packet, an advertisement is inserted in the original page, and the advertisement inserted page is packaged into a response data packet returned to the WAP gateway; the WAP gateway analyzes the advertisement inserted page from the response data packet and returns the page to a terminal browser. The method has the advantages that an advertisement provider is independent of an operator and a content provider, the advertisement server is communicate with the WAP gateway through lightweight ICAP protocol, and advertisements are put through interaction of ICAP protocol data packets; the advertisement inserted by the advertisement server can be acquired from an advertisement control unit according users' preferences; accordingly, advertisement content is more professional and rich, the overall performance of the system is unaffected, and advertisement putting is more efficient.
Description
Technical field
The present invention relates to the mobile communication technology field, relate in particular to the response modification pattern of a kind of ICAP (Internet Content Adaptation Protocol) that uses lightweight and the method and system by WAP (Wireless Application Protocol, WAP (wireless application protocol)) gateway insertion of advertising.
Background technology
Along with the development of mobile communication technology, use the situation of the mobile phone terminal view Internet page more prevalent.Meanwhile, telecom operators and content supplier also catch business opportunity, begin to adopt the whole bag of tricks to throw in and are fit to the advertisement that mobile phone terminal is browsed.Therefore, the input effect that how to improve advertisement is the problem that will face at present.
At present, common advertisement placement method has following two kinds:
1, carrier customization advertisement: the content that this series advertisements inserts is by carrier customization, and is inserted on the page that the terminal browse request browses by WAP gateway.Although the method is simple, there are the problems such as ad content is more inflexible, format style is dull, may cause that the user dislikes.
2, content supplier forces insertion of advertising: this series advertisements directly inserts when generating the page by content supplier.The content supplier's negative page and two kinds of functions of insertion of advertising of generating of holding concurrently, ad content presets, and perhaps ad content is only relevant with web page contents, and it is the same that all browse the ad content that the user of this page sees.Therefore, although the advertisement permeability of this kind mode is higher, advertising results but allow of no optimist.
Summary of the invention
Fundamental purpose of the present invention is to provide a kind of method and system of insertion of advertising, is intended to improve the input efficient of the mobile terminal advertisements such as mobile phone, and makes advertisement have stronger specific aim, professional and rich.
In order to achieve the above object, the present invention proposes a kind of method of insertion of advertising, comprising:
WAP gateway sends the request data package that carries user property and parent page to Advertisement Server, the request insertion of advertising;
Described Advertisement Server is resolved the described request packet, insertion of advertising in described parent page, and the page of insertion of advertising is packaged into response data packet returns to described WAP gateway;
Described WAP gateway parses the page of insertion of advertising from described response data packet, return to the terminal browser.
Preferably, described WAP gateway also comprises to the step that Advertisement Server sends the request data package that carries user property and parent page before:
Described WAP gateway receives the browsing pages request of described terminal browser;
Described browsing pages request is forwarded to content providing server;
Receive the parent page that described content providing server returns;
Extract user property according to described browsing pages request, and described user property and parent page are packaged into the described request packet.
Preferably, described Advertisement Server is resolved the described request packet, and the step of insertion of advertising comprises in described parent page:
Described Advertisement Server is resolved the described request packet, obtains described user property and parent page;
Obtain the user preferences label according to described user property from the advertisement control module;
Extracting the advertisement corresponding with described user preferences label from resources bank is inserted in the described parent page.
Preferably, the method also comprises:
Described advertisement control module is inputted according to the user, collects and the arrangement user preference information, forms the user preferences label, is kept in the database;
The advertisement scheme that the various user preferences labels of collecting and putting in order in the configuration of described Advertisement Server and the described advertisement control module are corresponding is kept in the described resources bank.
Preferably, described request packet and response data packet are the ICAP packet.
The present invention also proposes a kind of system of insertion of advertising, comprising: WAP gateway and Advertisement Server; Wherein:
Described WAP gateway, be used for sending the request data package that carries user property and parent page to described Advertisement Server, the request insertion of advertising, and receive the response data packet that described Advertisement Server returns, and from described response data packet, parse the page of insertion of advertising, return to the terminal browser;
Described Advertisement Server is used for resolving described request packet, insertion of advertising in described parent page; And the page of insertion of advertising is packaged into response data packet returns to described WAP gateway.
Preferably, described WAP gateway also is used for receiving the browsing pages request of described terminal browser; Described browsing pages request is forwarded to content providing server; Receive the parent page that described content providing server returns; And extract user property according to described browsing pages request, and described user property and parent page are packaged into the described request packet.
Preferably, described system also comprises the advertisement control module; Wherein:
Described advertisement control module is used for forming the user preferences label and being kept at database according to collecting and put in order various user preference information;
Described Advertisement Server also is used for resolving the described request packet, obtains described user property and parent page; Obtain the user preferences label and from resources bank, extract the advertisement corresponding with described user preferences label from described advertisement control module according to described user property and be inserted in the described parent page.
Preferably, described Advertisement Server also is used for advertisement scheme corresponding to various user preferences labels that configuration is collected and put in order with described advertisement control module, is kept in the described resources bank.
Preferably, described request packet and response data packet are the ICAP packet.
The method and system of a kind of insertion of advertising that the present invention proposes, based on ICAP agreement and the advertisement of inserting the portable terminals such as mobile phone via WAP gateway, independent from operator and content supplier the advertisement supplier, adopt the ICAP agreement of lightweight to carry out communication between Advertisement Server and the WAP gateway, WAP gateway sends the ICAP request data package to Advertisement Server, Advertisement Server wraps in the parent page insertion of advertising and returns to WAP gateway according to this request msg, WAP gateway returns to the terminal browser with the page of insertion of advertising again, because the advertisement that Advertisement Server inserts can be obtained according to user preferences, therefore both can improve the professional and rich of ad content, not affect again the entire system performance; In addition, in system, increase the advertisement control module, collect and put in order various informative, abundant in content various advertisements, can throw in targetedly advertisement in conjunction with user preferences, thereby improve the efficient of advertisement putting.
Description of drawings
Fig. 1 is the schematic flow sheet of method one embodiment of insertion of advertising of the present invention;
Fig. 2 is the schematic flow sheet of another embodiment of method of insertion of advertising of the present invention;
Fig. 3 is the method schematic flow sheet of an embodiment again of insertion of advertising of the present invention;
Fig. 4 is the structural representation of one embodiment of system of insertion of advertising of the present invention;
Fig. 5 is the structural representation of another embodiment of system of insertion of advertising of the present invention.
In order to make technical scheme of the present invention clearer, clear, be described in further detail below in conjunction with accompanying drawing.
Embodiment
The solution of the embodiment of the invention mainly is: the response modification pattern of using the ICAP agreement of lightweight, parent page is sent to the Advertisement Server that advertisement is provided by WAP gateway, Advertisement Server is in conjunction with user preferences, finish targetedly, efficiently, relevant with user preferences, various informative abundant in content advertisement putting, the page of insertion of advertising is returned to the terminal browser through WAP gateway show, to improve the input efficient of advertisement.
As shown in Figure 1, one embodiment of the invention proposes a kind of method of insertion of advertising, comprising:
Step S101, WAP gateway sends the request data package that carries user property and parent page to Advertisement Server, the request insertion of advertising;
Present embodiment method application scenarios relate to WAP gateway, respectively with terminal browser, content providing server and the Advertisement Server of this WAP gateway communication.Wherein, content providing server can be for providing the service provider of web page browsing content.
Present embodiment is based on ICAP agreement and the advertisement of inserting the terminals such as mobile phone via WAP gateway, and is independent from operator and content supplier the advertisement supplier.
Wherein, keep traditional HTTP interface constant between WAP gateway and the content providing server, increase the interface between and the Advertisement Server, this interface protocol uses the response modification pattern of ICAP agreement, and the ICAP agreement is a kind of lightweight protocol based on http protocol.
WAP gateway is served as the ICAP client, Advertisement Server serves as the ICAP service end, when the user needs browsing page, WAP gateway is according to the browsing page request of terminal browser, get access to content of pages from content providing server, and use ICAP protocol encapsulation parent page and user property, form request data package, send to Advertisement Server, with the request insertion of advertising.
In addition, in other embodiment, WAP gateway is obtained parent page, can not according to the acquisition request of terminal browser, also can otherwise obtain.
Step S102, Advertisement Server analysis request packet, insertion of advertising in parent page, and the page of insertion of advertising is packaged into response data packet returns to WAP gateway;
After Advertisement Server receives the request data package that WAP gateway sends, from this request data package, parse parent page and user property.
Advertisement Server has various informative, abundant in content advertising resource, can satisfy the hobby demand of different user.Therefore, as a kind of embodiment, can be according to according to user preferences, the corresponding advertisement scheme of respective user attribute is set in the resources bank of Advertisement Server, after Advertisement Server gets access to user property and parent page by parsing, can from resources bank, obtain corresponding advertisement according to user property and be inserted in the parent page; As another kind of embodiment, Advertisement Server also can be searched corresponding advertisement scheme according to user property from external data base, in the parent page that the insertion WAP gateway is sent.
Finish the insertion of advertisement when Advertisement Server after, become response data packet to return to WAP gateway by the ICAP protocol encapsulation page of insertion of advertising.
Step S103, WAP gateway parses the page of insertion of advertising from response data packet, return to the terminal browser.
After WAP gateway is received the response data packet that Advertisement Server returns, therefrom parse the page of insertion of advertising, returning to the terminal browser shows, because can be according to user preferences, throw in targetedly advertisement, thereby improved the efficient of advertisement putting, and the advertisement of throwing in has more rich and professional.
Need to prove, request data package and response data packet are the ICAP packet in the present embodiment, in other embodiments, this request data package also can adopt the request data package that has other agreements of identical function with the ICAP agreement, thus, interface protocol between WAP gateway and the Advertisement Server also can adopt other related protocols that differ from the ICAP agreement, to realize the purpose of transmission request data package.
As shown in Figure 2, another embodiment of the present invention proposes a kind of method of insertion of advertising, on the basis of above-described embodiment, also comprises before described step S101:
Step S104, the browsing pages request of WAP gateway receiving terminal browser;
Step S105 is forwarded to content providing server with the browsing pages request;
Step S106 receives the parent page that content providing server returns;
Step S107 extracts user property according to the browsing pages request, and user property and parent page are packaged into request data package.
The difference of present embodiment and above-described embodiment is, the present embodiment method also comprises the how process of package request packet of WAP gateway.
Generally, the user terminal browser is by sending the browsing pages request to WAP gateway, from content providing server, obtain the user via WAP gateway and want the Webpage browsed, present embodiment is in order to realize effective insertion of terminal advertisement, after WAP gateway is received the parent page that content providing server returns, directly do not return to the terminal browser, but (also carry user's phone number in this request according to the browsing pages request, the user profile such as mobile phone model) extract user property, and user property and parent page become request data package with the ICAP protocol encapsulation, send to Advertisement Server, the page that is inserted with advertisement that returns to obtain Advertisement Server.
Present embodiment is based on ICAP agreement and the advertisement of inserting the portable terminals such as mobile phone via WAP gateway, independent from operator and content supplier the advertisement supplier, adopt the ICAP agreement of lightweight to carry out communication between Advertisement Server and the WAP gateway, after WAP gateway gets access to parent page according to the request of terminal browser from content providing server, parent page and user property are sent to Advertisement Server take the ICAP protocol encapsulation as request data package, Advertisement Server wraps in the parent page insertion of advertising and returns to WAP gateway according to this request msg, thereby can be inserted with accordingly in real time the page of the advertisement of user preferences according to user's acquisition request, improved the professional and rich of ad content with this, do not affect again the entire system performance, and can improve the efficient of advertisement putting.
As shown in Figure 3, yet another embodiment of the invention proposes a kind of method of insertion of advertising, on the basis of above-described embodiment, also comprises before above-mentioned steps 104:
Step 108, the advertisement control module is inputted according to the user, collects and the arrangement user preference information, forms the user preferences label, is kept in the database;
The advertisement scheme that the various user preferences labels of collecting and putting in order in the step 109, Advertisement Server configuration and advertisement control module are corresponding is kept in the resources bank.
The difference of present embodiment and above-described embodiment is, present embodiment also arranges the advertisement control module, this advertisement control module can be born by telecom operators, is responsible for compiling user preference information formation user preferences label and is kept in the database in daily operation.
The advertisement scheme that the various user preferences labels of simultaneously collecting and putting in order in configuration and the advertisement control module in the Advertisement Server are corresponding is kept in the resources bank.Carry out data sharing between Advertisement Server and the advertisement control module, Advertisement Server parses user property and parent page as the ICAP service end from request data package after, from the advertisement control module, obtain the user preferences label according to user property, and according to the user preferences label, extract from resources bank that the most suitable this user's advertisement scheme is inserted in the parent page, be packaged into the ICAP response data packet and return to WAP gateway.
Particularly, Advertisement Server analysis request packet, the process of insertion of advertising is specially in parent page:
At first, Advertisement Server analysis request packet, therefrom obtain user property and parent page, then obtain the user preferences label according to user property from the advertisement control module, from resources bank, extract at last the advertisement corresponding with the user preferences label and be inserted in the parent page.
Present embodiment is based on ICAP agreement and the advertisement of inserting the portable terminals such as mobile phone via WAP gateway, independent from operator and content supplier the advertisement supplier, adopt the ICAP agreement of lightweight to carry out communication between Advertisement Server and the WAP gateway, WAP gateway sends the ICAP request data package to Advertisement Server, Advertisement Server wraps in the parent page insertion of advertising and returns to WAP gateway according to this request msg, WAP gateway returns to the terminal browser with the page of insertion of advertising again, because the advertisement that Advertisement Server inserts can be obtained according to user preferences, therefore both can improve the professional and rich of ad content, not affect again the entire system performance; In addition, in system, increase the advertisement control module, collect and put in order various informative, abundant in content various advertisements, can throw in targetedly advertisement in conjunction with user preferences, thereby improve the efficient of advertisement putting.
As shown in Figure 4, one embodiment of the invention proposes a kind of system of insertion of advertising, comprising: WAP gateway 501 and Advertisement Server 502; Simultaneously, WAP gateway 501 also is connected with terminal browser 500 and content providing server 503, keep traditional HTTP interface constant between WAP gateway 501 and the content providing server 503, interface between WAP gateway 501 one of increase and the Advertisement Server 502, this interface protocol uses the response modification pattern of ICAP agreement, and the ICAP agreement is a kind of lightweight protocol based on http protocol.
In the present embodiment, described WAP gateway 501 is used for sending the request data package that carries user property and parent page to Advertisement Server 502, the request insertion of advertising; And receive the response data packet that Advertisement Server 502 returns, and from response data packet, parse the page of insertion of advertising, return to terminal browser 500;
Described Advertisement Server 502 is used for analysis request packet, insertion of advertising in parent page; And the page of insertion of advertising is packaged into response data packet returns to WAP gateway 501.
Present embodiment is based on ICAP agreement and the advertisement of inserting the terminals such as mobile phones via WAP gateway 501, and is independent from operator and content supplier the advertisement supplier.
In addition, in other embodiment, obtaining of 501 pairs of parent pages of WAP gateway can not according to the acquisition request of terminal browser 500, also can otherwise be obtained.
After Advertisement Server 502 receives the request data package that WAP gateway 501 sends, from this request data package, parse parent page and user property.
Finish the insertion of advertisement when Advertisement Server 502 after, become response data packet to return to WAP gateway 501 by the ICAP protocol encapsulation page of insertion of advertising.
After WAP gateway 501 is received the response data packet that Advertisement Server 502 returns, therefrom parse the page of insertion of advertising, returning to terminal browser 500 shows, because can be according to user preferences, throw in targetedly advertisement, thereby improved the efficient of advertisement putting, and the advertisement of throwing in has more rich and professional.
Need to prove, request data package and response data packet are the ICAP packet in the present embodiment, in other embodiments, this request data package also can adopt the request data package that has other agreements of identical function with the ICAP agreement, thus, interface protocol between WAP gateway 501 and the Advertisement Server 502 also can adopt other related protocols that differ from the ICAP agreement, to realize the purpose of transmission request data package.
Further, WAP gateway 501 also is used for the browsing pages request of receiving terminal browser 500; The browsing pages request is forwarded to content providing server 503; Receive the parent page that content providing server 503 returns; And extract user property according to the browsing pages request, and user property and parent page are packaged into request data package.
Generally, user terminal browser 500 is by sending request to WAP gateway 501, from content providing server 503, obtain the user via WAP gateway 501 and want the Webpage browsed, present embodiment is in order to realize effective insertion of terminal advertisement, after WAP gateway 501 is received the parent page that content providing server 503 returns, directly do not return to terminal browser 500, but extract user property according to the browsing pages request, and user property and parent page become request data package with the ICAP protocol encapsulation, send to Advertisement Server 502, the page that is inserted with advertisement that returns to obtain Advertisement Server 502, thereby can be inserted with accordingly in real time the page of the advertisement of user preferences according to user's acquisition request, improved the professional and rich of ad content with this, do not affect again the entire system performance, and can improve the efficient of advertisement putting.
As shown in Figure 5, another embodiment of the present invention proposes a kind of system of insertion of advertising, on the basis of above-described embodiment, also comprises advertisement control module 504; Wherein:
Described advertisement control module 504 is used for forming the user preferences label and being kept at database according to collecting and put in order various user preference information.
In the present embodiment, Advertisement Server 502 also is used for the configuration advertisement scheme corresponding with the various user preferences labels of 504 collections of advertisement control module and arrangement, is kept in the resources bank; Simultaneously, described Advertisement Server 502 also is used for the analysis request packet, obtains user property and parent page; Obtain the user preferences label according to user property from advertisement control module 504; And the extraction advertisement corresponding with the user preferences label is inserted in the parent page from resources bank.
The difference of present embodiment and above-described embodiment is, present embodiment also arranges advertisement control module 504, this advertisement control module 504 can be born by telecom operators, is responsible for compiling user preference information formation user preferences label and is kept in the database in daily operation.
The advertisement scheme that the various user preferences labels of simultaneously collecting and putting in order in configuration and the advertisement control module 504 in the Advertisement Server 502 are corresponding is kept in the resources bank.Carry out data sharing between Advertisement Server 502 and the advertisement control module 504, Advertisement Server 502 parses user property and parent page as the ICAP service end from request data package after, from advertisement control module 504, obtain the user preferences label according to user property, and according to the user preferences label, extract from resources bank that the most suitable this user's advertisement scheme is inserted in the parent page, be packaged into the ICAP response data packet and return to WAP gateway 501.
Particularly, Advertisement Server 502 analysis request packets, the process of insertion of advertising is specially in parent page:
At first, Advertisement Server 502 analysis request packets, therefrom obtain user property and parent page, then obtain the user preferences label according to user property from advertisement control module 504, from resources bank, extract at last the advertisement corresponding with the user preferences label and be inserted in the parent page.
In the present embodiment system, between each functional module both separate, Each performs its own functions, connect each other again, complement each other.
Present embodiment is based on ICAP agreement and the advertisement of inserting the portable terminals such as mobile phones via WAP gateway 501, independent from operator and content supplier the advertisement supplier, adopt the ICAP agreement of lightweight to carry out communication between Advertisement Server 502 and the WAP gateway 501, WAP gateway 501 sends the ICAP request data package to Advertisement Server 502, Advertisement Server 502 wraps in the parent page insertion of advertising and returns to WAP gateway 501 according to this request msg, WAP gateway 501 returns to terminal browser 500 with the page of insertion of advertising again, because the advertisement that Advertisement Server 502 inserts can be obtained according to user preferences, therefore both can improve the professional and rich of ad content, not affect again the entire system performance; In addition, in system, increase advertisement control module 504, collect and put in order various informative, abundant in content various advertisements, can throw in targetedly advertisement in conjunction with user preferences, thereby improve the efficient of advertisement putting.
The above only is the preferred embodiments of the present invention; be not so limit claim of the present invention; every equivalent structure or flow process conversion that utilizes instructions of the present invention and accompanying drawing content to do; or directly or indirectly be used in other relevant technical field, all in like manner be included in the scope of patent protection of the present invention.
Claims (10)
1. the method for an insertion of advertising is characterized in that, comprising:
The WAP (wireless application protocol) WAP gateway sends the request data package that carries user property and parent page to Advertisement Server, the request insertion of advertising;
Described Advertisement Server is resolved the described request packet, insertion of advertising in described parent page, and the page of insertion of advertising is packaged into response data packet returns to described WAP gateway;
Described WAP gateway parses the page of insertion of advertising from described response data packet, return to the terminal browser.
2. method according to claim 1 is characterized in that, described WAP gateway also comprises to the step that Advertisement Server sends the request data package that carries user property and parent page before:
Described WAP gateway receives the browsing pages request of described terminal browser;
Described browsing pages request is forwarded to content providing server;
Receive the parent page that described content providing server returns;
Extract user property according to described browsing pages request, and described user property and parent page are packaged into the described request packet.
3. obtain according to claim 12 described methods, it is characterized in that, described Advertisement Server is resolved the described request packet, and the step of insertion of advertising comprises in described parent page:
Described Advertisement Server is resolved the described request packet, obtains described user property and parent page;
Obtain the user preferences label according to described user property from the advertisement control module;
Extracting the advertisement corresponding with described user preferences label from resources bank is inserted in the described parent page.
4. method according to claim 3 is characterized in that, also comprises:
Described advertisement control module is inputted according to the user, collects and the arrangement user preference information, forms the user preferences label, is kept in the database;
The advertisement scheme that the various user preferences labels of collecting and putting in order in the configuration of described Advertisement Server and the described advertisement control module are corresponding is kept in the described resources bank.
5. method according to claim 3 is characterized in that, described request packet and response data packet are the ICAP packet.
6. the system of an insertion of advertising is characterized in that, comprising: WAP gateway and Advertisement Server; Wherein:
Described WAP gateway, be used for sending the request data package that carries user property and parent page to described Advertisement Server, the request insertion of advertising, and receive the response data packet that described Advertisement Server returns, and from described response data packet, parse the page of insertion of advertising, return to the terminal browser;
Described Advertisement Server is used for resolving described request packet, insertion of advertising in described parent page; And the page of insertion of advertising is packaged into response data packet returns to described WAP gateway.
7. system according to claim 6 is characterized in that, described WAP gateway also is used for receiving the browsing pages request of described terminal browser; Described browsing pages request is forwarded to content providing server; Receive the parent page that described content providing server returns; And extract user property according to described browsing pages request, and described user property and parent page are packaged into the described request packet.
8. according to claim 6 or 7 described systems, it is characterized in that described system also comprises the advertisement control module; Wherein:
Described advertisement control module is used for forming the user preferences label and being kept at database according to collecting and put in order various user preference information;
Described Advertisement Server also is used for resolving the described request packet, obtains described user property and parent page; Obtain the user preferences label and from resources bank, extract the advertisement corresponding with described user preferences label from described advertisement control module according to described user property and be inserted in the described parent page.
9. system according to claim 8 is characterized in that, described Advertisement Server also is used for advertisement scheme corresponding to various user preferences labels that configuration is collected and put in order with described advertisement control module, is kept in the described resources bank.
10. system according to claim 8 is characterized in that, described request packet and response data packet are the ICAP packet.
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Application publication date: 20131030 |