CN104091277B - Associated method and apparatus for user identification, advertising method and apparatus - Google Patents

Associated method and apparatus for user identification, advertising method and apparatus Download PDF

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CN104091277B
CN104091277B CN201410256181.4A CN201410256181A CN104091277B CN 104091277 B CN104091277 B CN 104091277B CN 201410256181 A CN201410256181 A CN 201410256181A CN 104091277 B CN104091277 B CN 104091277B
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user
terminal
identity
user identity
associated
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CN104091277A (en
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陈亮
唐健
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北京智云众网络科技有限公司
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Abstract

本发明提出一种用户身份标识的关联方法和装置、广告投放方法和装置。 The present invention provides a user identification method and associated apparatus, a method and apparatus for serving ads. 该关联方法包括:接收第一终端发送的第一用户身份标识;根据第一用户身份标识生成二维码,并将二维码展示在第一终端中;接收第二终端发送的第一用户身份标识,并获取第二终端的第二用户身份标识,其中,当第二终端扫描二维码并触发访问事件后,获取所述第二用户身份标识;建立第二终端发送的第一用户身份标识和第二用户身份标识之间的对应关系。 The association method comprising: receiving a first user identity identifier of a first transmitting terminal; identifying generate two-dimensional code in accordance with a first user identity, and the two-dimensional code displayed in a first terminal; receiving a first user identity of the second terminal sent identifier, and obtain the second terminal identifier of the second user identity, wherein the second terminal when the two-dimensional code and scan event triggers an access to obtain the identity of the second user; establishing a first user identity sent by the second terminal and a second correspondence between the user identity. 本发明实施例的关联方法,实现跨终端的用户身份标识的关联,借助这些关联关系,使得广告提供者能够实现营销预算统一分配和广告效果整合分析。 Association method embodiments of the present invention, to achieve inter-terminal associated with a user's identity by means of these relationships, makes the advertising providers to achieve a unified marketing budget allocation and integrated analysis of advertising effectiveness.

Description

用户身份标识的关联方法和装置、广告投放方法和装置 Associated method and apparatus for user identification, advertising method and apparatus

技术领域 FIELD

[0001]本发明涉及互联网技术领域,尤其涉及一种用户身份标识的关联方法和装置、广告投放方法和装置。 [0001] The present invention relates to the field of Internet technologies, and particularly to a method and associated apparatus for user identification, advertising method and apparatus.

背景技术 Background technique

[0002]随着程序化广告交易技术(Programmatic Buying)的兴起和发展,目前,互联网、 移动互联网中“按位置”采购广告的售卖形式正快速向“按受众”采购广告的售卖形式进行转变。 [0002] As the programmatic ad trading technology (Programmatic Buying) rise and development, at present, the Internet, mobile Internet in the form of the sale "by location" purchase advertising is rapidly make the transition to "press audience" purchase sale advertising form. 并且通过云计算和大数据挖掘等技术,各种广告可以精准直达目标用户,由于广告内容与目标用户的需求更加匹配,所以广告的效果得以大幅提升。 And through cloud computing and big data mining techniques, all kinds of advertising can precisely reach target users, more matches because the advertising content and target the needs of users, so the effect of advertising can be greatly improved.

[0003]然而,目前程序化广告交易技术也面临以下问题:由于用户访问网络媒体的终端越来越多元化,例如,PC (personal computer,个人计算机)、智能手机、平板电脑、智能家电等等,如果同一个用户使用多种终端访问网络媒体,广告投放者则无法将同一个用户使用的多种终端进行有效关联和互通,因此,各种广告无法实现跨终端的精准投放。 [0003] However, programmatic ad trading technology also face the following problems: Since the user terminal to access the network media more and more diversified, for example, PC (personal computer, personal computers), smart phones, tablet PCs, smart appliances, etc. , if you use the same user terminal to access a variety of online media, advertising by a variety of terminal you can not use the same user association and the effective interoperability, therefore, can not be achieved across a variety of ad accurate delivery terminal.

发明内容 SUMMARY

[0004]本发明旨在至少在一定程度上解决相关技术中的技术问题之一。 [0004] The present invention to solve at least to some extent, one of the technical issues related to technology.

[0005]为此,本发明的第一个目的在于提出一种用户身份标识的关联方法。 [0005] For this purpose, a first object of the present invention is to provide a method for the associated user identification. 该方法实现了跨终端的用户身份标识的关联。 The cross-correlation method to achieve the end user's identity.

[0006]本发明的第二个目的在于提出一种用户身份标识的关联装置。 [0006] A second object of the present invention is to propose a device associated with the user's identity.

[0007]本发明的第三个目的在于提出一种广告投放方法。 A third object of the [0007] present invention is to provide a method for advertising.

[0008]本发明的第四个目的在于提出一种广告投放装置。 [0008] A fourth object of the present invention is to propose a device advertising.

[0009]为了实现上述目的,本发明第一方面实施例的用户身份标识的关联方法,包括:接收第一终端发送的第一用户身份标识;根据所述第一用户身份标识生成二维码,并将所述二维码展示在所述第一终端中,其中,所述二维码用于在被扫描后触发访问事件;接收第二终端发送的所述第一用户身份标识,并获取所述第二终端的第二用户身份标识,其中,当所述第二终端扫描所述二维码并触发所述访问事件后,获取所述第二用户身份标识;建立所述第二终端发送的所述第一用户身份标识和所述第二用户身份标识之间的对应关系以关联所述第一用户身份标识和所述第二用户身份标识。 [0009] To achieve the above object, a user identity association method according to the first aspect of the embodiment of the present invention, comprises: receiving a first user identity identifier of a first transmitting terminal; identifying generate two-dimensional code according to said first user identity, and show the two-dimensional code in the first terminal, wherein said two-dimensional code to access event for triggering after being scanned; the second terminal receiving a first user identity sent, and acquires the said second user identity identifier of a second terminal, wherein when the second terminal scans the two-dimensional code and the access event triggering, acquiring the second user identity; establishing the second terminal sent the first correspondence relationship between the user identifier and the second user identity to the identity associated with the first user and the second user identity.

[0010]本发明实施例的用户身份标识的关联方法,实现跨终端的用户身份标识的关联, 借助这些关联关系,使得广告提供者能够实现营销预算统一分配和广告效果整合分析,例如,使得广告提供者更加明确哪些用户对他们的广告感兴趣,或参加了他们举办的市场活动,使得广告提供者更加明确哪些媒体带来的更多用户、哪些广告内容更吸引用户,从而更加有的放矢、更加高效管理自身的广告营销支出。 [0010] The associated methods user identification to an embodiment of the present invention, to achieve the associated cross terminal user identification, by means of these relationships, such that advertising provider enables marketing budget uniform distribution and advertising effectiveness meta-analysis, for example, such advertising What users are interested in advertising their providers more clearly, or to participate in the market activities they organized, makes the advertising provider which media bring more users clearer, more attractive to the user which advertising content, which is more targeted, more efficient manage their own advertising and marketing expenditures.

[0011]为了实现上述目的,本发明第二方面实施例的用户身份标识的关联装置,包括:第一接收模块,用于接收第一终端发送的第一用户身份标识;生成和展示模块,用于根据所述第一用户身份标识生成二维码,并将所述二维码展示在所述第一终端中,其中,所述二维码用于在被扫描后触发访问事件;第二接收模块,用于接收第二终端发送的所述第一用户身份标识;获取模块,用于获取所述弟一终端的第二用户身份标识,其中,当所述第二终端扫描所述二维码并触发所述访问事件后,获取所述第二用户身份标识;建立模块,用于建立所述第二终端发送的所述第一用户身份标识和所述第二用户身份标识之间的对应关系以关联所述第一用户身份标识和所述第二用户身份标识。 [0011] To achieve the above object, the associated user identification device according to a second aspect of the embodiment of the present invention, comprising: a first receiving module, for receiving a first user identity sent by the first terminal; and a display generation module, with generating a two-dimensional code for identifying the user identity according to the first, and the two-dimensional code displayed in said first terminal, wherein said two-dimensional code to access event for triggering, after being scanned; a second receiving a module configured to receive a second terminal transmitting a first user identifier; obtaining module, configured to acquire the second terminal brother a user ID, wherein, when said second terminal scans the two-dimensional code and after the access event triggering, acquiring the second user identity; establishing module, configured to establish a correspondence between the second terminal transmitting a first user identifier and said second user identity to identity associated with the first user and the second user identity.

[0012]本发明实施例的用户身份标识的关联装置,实现跨终端的用户身份标识的关联, 借助这些关联关系,使得广告提供者能够实现营销预算统一分配和广告效果整合分析,例如,使得广告提供者更加明确哪些用户对他们的广告感兴趣,或参加了他们举办的市场活动,使得广告提供者更加明确哪些媒体带来的更多用户、哪些广告内容更吸引用户,从而更加有的放矢、更加高效管理自身的广告营销支出。 [0012] The present invention is related devices user identification embodiment, to achieve the associated cross terminal user identification, by means of these relationships, such that advertising provider enables marketing budget uniform distribution and advertising effectiveness meta-analysis, for example, such advertising What users are interested in advertising their providers more clearly, or to participate in the market activities they organized, makes the advertising provider which media bring more users clearer, more attractive to the user which advertising content, which is more targeted, more efficient manage their own advertising and marketing expenditures.

[0013]为了实现上述目的,本发明第三方面实施例的广告投放方法,包括:接收第一终端发送的第一用户身份标识;确定与所述第一用户身份标识关联的第二用户身份标识,其中, 所述第一用户身份标识与所述第二用户身份标识的关联关系是根据本发明第一方面实施例的用户身份标识的关联方法所获得的;确定与所述第二用户身份标识关联的广告内容; 将所述广告内容投放至所述第一终端中。 Determining a second user identity associated with the first user identification; receiving a first user identity sent by the first terminal: [0013] To achieve the above object, the advertising method according to the third aspect of the embodiment of the present invention, comprising determining the second user identity; associated user identification method, wherein the first association relationship between the user identifier and the second user identity is an embodiment of the first aspect of the present invention obtained associated with advertising content; the ad content to the first terminal.

[00M]本发明实施例的广告投放装置,针对同一用户跨终端实现广告的可持续定向投放,从而实现广告提供者迫切需要的高效的跨屏(跨终端)营销,对目标用户进行反复的再营销来显著提高广告投放效果。 [00M] ad serving apparatus according to an embodiment of the present invention, for the same user terminal across ad achieve sustainable directional running, in order to achieve efficient cross-screen (inter-terminal) marketing, advertising provider urgently needed, target user repeatedly re marketing to significantly improve advertising performance.

[0015]为了实现上述目的,本发明第四方面实施例的广告投放装置,包括:接收模块,用于接收弟一终端发送的第一用户身份标识;第一确定模块,用于确定与所述第一用户身份标识关联的第二用户身份标识,其中,所述第一用户身份标识与所述第二用户身份标识的关联关系是根据本发明第一方面实施例的用户身份标识的关联方法所获得的;第二确定模块,用于确定与所述第二用户身份标识关联的广告内容;投放模块,用于将所述广告内容投放至所述第一终端中。 [0015] To achieve the above object, a fourth aspect of the present invention serve ads embodiment apparatus, comprising: a receiving means for receiving a first user identity brother a transmitting terminal; a first determining module, for determining the identifying a second user identity associated with a first user identity, wherein the association relationship between the first user identity to the second user identity is associated with user identification method according to an embodiment of the first aspect of the present invention obtained; a second determining module configured to determine advertisement content associated with the identifier of the second user; delivery module configured to deliver the advertising content to the first terminal.

[0016]本发明实施例的广告投放装置,针对同一用户跨终端实现广告的可持续定向投放,从而实现广告提供者迫切需要的高效的跨屏(跨终端)营销,对目标用户进行反复的再营销来显著提高广告投放效果。 [0016] Ad delivery device according to embodiments of the present invention, for the same user terminal across ad achieve sustainable directional running, in order to achieve efficient cross-screen (inter-terminal) marketing, advertising provider urgently needed, target user repeatedly re marketing to significantly improve advertising performance.

[0017] 本发明附加的方面和优点将在下面的描述中部分给出,部分将从下面的描述中变得明显,或通过本发明的实践了解到。 [0017] The present additional aspects and advantages of the invention will be set forth in part in the description which follows, from the following description in part be apparent from, or learned by practice of the present invention.

附图说明 BRIEF DESCRIPTION

[0018] 本发明上述的和/或附加的方面和优点从下面结合附图对实施例的描述中将变得明显和容易理解,其中, [0018] The present invention described above and / or additional aspects and advantages of the embodiment will be described embodiments will become apparent and more readily appreciated from the following drawings, wherein

[0019] 图1是根据本发明一个实施例的用户身份标识的关联方法的流程图; [0019] FIG. 1 is a flowchart of a user identity association method embodiment of the present invention is identified;

[0020] 图2是根据本发明一个实施例的用户身份标识的关联装置的结构框图; [0020] FIG. 2 is a block diagram of apparatus associated user identity identification according to an embodiment of the present invention;

[0021] 图3是根据本发明一个实施例的广告投放方法的流程图; [0021] FIG. 3 is a flowchart of a method for placing an advertisement in accordance with an embodiment of the present invention;

[0022]图4是根据本发明一个实施例的广告投放装置的结构框图。 [0022] FIG. 4 is a block diagram of apparatus according to serve ads to an embodiment of the present invention.

具体实施方式 Detailed ways

[0023]下面详细描述本发明的实施例,所述实施例的示例在附图中示出,其中自始至终相同或类似的标号表示相同或类似的模块或具有相同或类似功能的模块。 [0023] Example embodiments of the present invention is described in detail below, exemplary embodiments of the embodiment shown in the accompanying drawings, wherein same or similar reference numerals designate the same or similar module or modules with the same or similar functions. 下面通过参考附图描述的实施例是示例性的,仅用于解释本发明,而不能理解为对本发明的限制。 By following with reference to the embodiments described are exemplary only for explaining the present invention and should not be construed as limiting the present invention. 相反,本发明的实施例包括落入所附加权利要求书的精神和内涵范围内的所有变化、修改和等同物。 In contrast, embodiments of the present invention includes all variations that fall within the appended claims the spirit and terms, modifications and equivalents thereof.

[0024]在本发明的描述中,需要理解的是,术语“第一”、“第二”等仅用于描述目的,而不能理解为指示或暗示相对重要性。 [0024] In the description of the present invention, it is to be understood that the terms "first," "second," and the like for illustrative purposes only, and not intended to indicate or imply relative importance. 此外,在本发明的描述中,除非另有说明,“多个”的含义是两个或两个以上。 Further, in the description of the present invention, unless otherwise specified, the meaning of "more" is two or more.

[0025]流程图中或在此以其他方式描述的任何过程或方法描述可以被理解为,表示包括一个或更多个用于实现特定逻辑功能或过程的步骤的可执行指令的代码的模块、片段或部分,并且本发明的优选实施方式的范围包括另外的实现,其中可以不按所示出或讨论的顺序,包括根据所涉及的功能按基本同时的方式或按相反的顺序,来执行功能,这应被本发明的实施例所属技术领域的技术人员所理解。 [0025] In the flowchart in any process or method or otherwise described in this description may be understood as representing modules comprises one or more steps for implementing specific logical functions or processes executable instructions, fragment or portion, and the scope of the preferred embodiment of the present invention includes other implementations, which may be shown or discussed in order not press, comprising a substantially simultaneous manner or in reverse order, depending upon the functionality to perform the functions involved it should be understood that embodiments skilled in the art of the present invention.

[0026]用户访问网络媒体的终端越来越多元化,多元化终端对应的用户身份标识也是多元化的,例如,PC中浏览器存储的用户cookie,智能手机等移动终端的设备标识,如,Apple I0S (苹果公司开发的移动操作系统)操作系统的广告标示符IDFA (identifier For Advertising)、安卓操作系统中的安卓Android ID等衍生的设备标识(如根据移动设备的设备型号、设备版本号、设备操作系统版本、浏览器型号、IP地址、访问时间标记等组合生成的设备指纹)等,不同公众平台上的用户身份标识,如,微信公众平台中用户〇pen ID等。 [0026] user terminal to access the network media more diverse, pluralistic terminal corresponding to the user identity is diverse, for example, a PC browser device identification stored in the user cookie, smart phones and other mobile terminals, such as, Apple I0S (developed by Apple's mobile operating system) operating system advertising identifier IDFA (identifier For Advertising), Android operating system derived device identity Andrews Android ID, etc. (eg according to the device model for mobile devices, device version, device operating system version, browser type, IP address, time stamp and other access devices generate combined fingerprint) etc., the user identity on different public platforms, such as micro-channel public platform 〇pen user ID and so on. 但是,如果同一用户在使用多种终端时,如此多元化的用户身份标识难以进行有效关联,例如,PC中浏览器的用户cookie通常和该用户在移动终端中的广告标示符IDFA或安卓Android ID等无法有效地关联。 However, if the same user in a variety of end use, so a wide range of user identity is difficult to effectively associate, for example, PC users cookie in the browser and the user usually advertising in the mobile terminal identifier IDFA or Android Android ID and so can not be associated effectively. 因而,广告提供者无法实现跨终端的精准广告投放,给广告提供者的营销预算统一分配和广告效果整合分析带来了诸多困难和挑战。 Thus, the ad provider can not achieve accurate cross-terminal advertising, to provide advertising marketing budget's unified distribution and advertising effectiveness analysis integration brought many difficulties and challenges.

[0027]如果能够提供一种快捷、简单的方法,能够将不同终端中的用户身份标识进行关联,可以针对同一用户跨终端实现广告的可持续定向投放,从而实现广告提供者迫切需要的高效的跨屏(跨终端)营销,对目标用户进行反复的再营销来显著提高广告投放效果。 [0027] If we can provide a quick, simple way to different terminal users will be able to correlate identity, across ads for the same user terminal to achieve sustainable directional running, in order to achieve advertising provider urgently needed efficient cross-screen (inter-terminal) marketing, the target user repeatedly remarketing to significantly improve advertising performance. 为此,本发明的实施例提供了一种用户身份标识的关联方法和装置、一种广告投放方法和装置。 To this end, embodiments of the present invention provides a method and apparatus associated with the user's identity, an advertisement delivery method and apparatus. 下面参考附图描述根据本发明实施例的用户身份标识的关联方法和装置、广告投放方法和装置。 The following description with reference to the accompanying drawings and the associated methods according to the user identity identification apparatus embodiment of the present invention, a method and apparatus for serving ads.

[0028]图1是根据本发明一个实施例的用户身份标识的关联方法的流程图。 [0028] FIG. 1 is a flowchart illustrating a method associated with the identified user identity according to one embodiment of the present invention.

[0029]如图1所示,该用户身份标识的关联方法包括: [0029] As shown in FIG. 1, associated with the user identification method comprising:

[0030] S101,接收第一终端发送的第一用户身份标识。 [0030] S101, a first receiving a first user identity sent by the terminal.

[0031]在本发明的一个实施例中,第一终端为个人计算机,例如,台式计算机、笔记本电脑等,应理解,台式计算机、笔记本电脑仅为举例说明个人计算机,本发明实施例所述的个人计算机还可以其他类型的计算机。 [0031] In one embodiment of the present invention, the first terminal is a personal computer, e.g., a desktop computer, a notebook computer, it should be understood, a desktop computer, a laptop personal computer way of example only, embodiments of the present invention is described in the personal computers can also be other types of computers. 在本发明的另一个实施例中,第一用户身份标识为第一终端中浏览器存储的用户C〇〇kie、HTML5的存储本地数据Local Storage或Flash Object 中的至少一种,应理解,上述示例仅为举例说明第一用户身份标识,随着技术发展任何第一终端中用以标识用户身份的信息都包含在本发明的实施例中。 In another embodiment of the present invention, the first user terminal identity to a first user stored in the browser C〇〇kie, HTML5 local data store or the Local Storage Flash Object at least one, to be understood that the above illustrates a first exemplary only user identity, with the development of information technology to identify the user identity of any terminal are included in a first embodiment of the present invention.

[0032]在本发明的一个实施例中,通过第一终端浏览网站时,网站中的广告播放模块获巧弟了用尸身份标识,并通过第一终端发送第一用户身份标识。 [0032] In one embodiment of the present invention, the first terminal when browsing the site, the site ad is eligible for play module coincidence with the dead brother identity, transmitting a first user identity and the first terminal. 具体地,当用户使用第一终端访问某个网站时,第一终端解析该网站(例如,通过浏览器解析该网站等)并读取置于该网站上的广告播放模块,该广告播放模块能够实时读取该第一终端的浏览器的用户Cookie、HTML5的Local Storage或Flash Object等中的至少一种作为第一用户身份标识, 并将读取的第一用户身份标识发送至广告服务器,广告服务器接收第一终端发送的第一用户身份标识。 Specifically, when the user uses the first terminal to access a site, a first terminal parses the site (e.g., parsing the site through a browser, etc.) and play module reading an advertisement on the site, the advertisement module can play Real-time reading of the first terminal of the browser user Cookie, HTML5 or Flash Object of Local Storage such as at least one of the first user identity, and sent to the ad server to read the first user identity logos, advertising receiving a first server terminal transmitting a first user identity. 另外」广告播放模块或者广告服务器在获取第一用户身份标识之后,还可以根据第一用户身份标识生成对应的特征值,以特征值替换第一用户身份标识,对此,本发明的实施例不进行限定。 Further "ad displays the ad server module or after acquiring a first user identity may also be identified according to the generated feature value corresponding to a first user identity, to replace the first eigenvalue user identifier, this embodiment of the present invention do not limit.

[0033] S102,根据第一用户身份标识生成二维码,并将二维码展示在第一终端中,其中, 二维码用于在被扫描后触发访问事件。 [0033] S102, generate two-dimensional code according to the identity of the first user identity, and the two-dimensional code displayed in the first terminal, wherein the access event for triggering the two-dimensional code after being scanned.

[0034]_具体地,广告服务器根据第一用户身份标识生成二维码,该二维码包括第一用户身份标识或第一用户身份标识对应的特征值,该二维码还具有普通二维码能够实现的各种功能,例如,用户用移动终端扫码后可在移动终端上自动打开某个应用程序(APP)、或进入广告提供者在微信或淘宝等公众平台上的公众号等。 [0034] _ In particular, generate two-dimensional code identifying the advertisement server according to a first user identity, comprising the two-dimensional code feature value of a first user identity or a user identity corresponding to the first, the two-dimensional code further having ordinary two-dimensional various function codes can be realized, for example, a user can be automatically opened by the mobile terminal after the scan code on the mobile terminal an application (the aPP), or into the advertising provider public number on the micro-channel or Taobao public platform. 该二维码具有动态的特性,即针对每个第一用户身份标识生产的二维码是不同的。 The two-dimensional code having a dynamic characteristic, i.e., each first user identity for the production of two-dimensional code is different. 广告服务器将生成的二维码发送至第一终端,广告播放模块再将该二维码进行展示。 Ad server generates a first two-dimensional code to the terminal, then the advertisement play module for two-dimensional code display.

[0035] S103,接收第二终端发送的第一用户身份标识,并获取第二终端的第二用户身份标识,其中,当第二终端扫描二维码并触发访问事件后,获取第二用户身份标识。 [0035] S103, a first receiving terminal sends a second user identity and acquires a second user identity of the second terminal, wherein, when scanning the two-dimensional code and a second terminal triggers an access event, acquiring second user identity identity.

[0036] 在本发明的一个实施例中,第二终端为移动终端,例如,手机、平板电脑、电子书等具^操作系统的硬件设备、各类物联网设备如智能电子产品、智能家居用品等,应理解,上述示例仅为举例说明移动终端,本发明实施例所述的移动终端还可以其他类型的移动设备。 [0036] embodiment, the second terminal is a mobile terminal, e.g., mobile phones, tablet computers, electronic book, etc. In one embodiment of the present invention ^ with hardware operating system, various types of electronic devices such as smart things, smart home appliances etc. should be understood that the examples described above are only examples of the mobile terminal, the mobile terminal according to the embodiment of the present invention may also be other types of mobile devices.

[0037]由于移动终端的多样化,如果在第一终端上展示的是某个网站,在移动终端中可能需要启动应用程序或进入或关注的公众平台的公众号等,因此,二维码的访问事件为启动应用程序或进入或关注的公众平台的公众号。 [0037] As the diversity of the mobile terminal, if the display on the first terminal is a Web site, you may need to start the application in the mobile terminal or entering or concerns of the public platform of public numbers, etc. Therefore, two-dimensional code No event for the public access launch applications or enter or concerns of the public platform.

[0038]在本发明的一个实施例中,当访问事件为启动应用程序时,第二用户身份标识为第二终端的广告标示符IDFA、安卓ID标识、设备指纹标识中的至少一种,其中,设备指纹标识是根据第二终端的设备型号、设备版本号、设备操作系统版本、浏览器型号、IP地址、访问时间标记等设备属性的一种或多种经过特殊的加密算法组合生成的。 [0038] In one embodiment of the present invention, when the access event to start the application, a second user identity to the second terminal identifier ad the IDFA, Android ID identification, the fingerprint identification device at least one, wherein , the fingerprint identification apparatus according to a second terminal of the device model, device version number, a device operating system version, browser type, IP address, access time tag attribute or more other devices through a special combination of encryption algorithm generated. 在本发明的一个实施例中,当访问事件为进入或关注公众平台的公众号时,第二用户身份标识为第二终端的用户在公众平台上的用户标识。 In one embodiment of the present invention, when the access event to enter the number or public attention of the public internet, the second user identification for a user of the second terminal in a public user identifier of the platform.

[0039]具体地,当在第一终端中展示二维码之后,用户使用第二终端扫描二维码并触发对应的访问事件。 [0039] Specifically, when the two-dimensional code showing a first terminal, a second user terminal to scan a two-dimensional code and triggers a corresponding access event.

[0040]当访问事件为启动应用程序时,通过应用程序中的广告监测模块获取第二用户身份标识,通过应用程序中的广告监测模块还可以获取二维码中的第一用户身份标识。 [0040] When accessing the event is to start the application, obtaining a second user identity through the application of advertising monitoring module, users can also get the first two-dimensional code of identity through the application of advertising monitoring module. 之后, 通过应用程序中的广告监测模块将第一用户身份标识和第二用户身份标识都发送至广告服务器。 After that, the identity of the first user and the second user identification are sent to the ad server via an application advertising monitoring module.

[0041]其中,当访问事件为启动应用程序时,如果用户在第二终端中没有安装对应的应用程序,则首先询问用户是否下载并安装,在用户安装后,通过应用程序中的广告监测模块获取第二用户身份标识和二维码中的第一用户身份标识。 [0041] wherein, when the access event to start the application, if the user terminal not corresponding to the second application is installed, the user is first asked whether to download and install, after the user installation, by advertising monitoring application modules obtaining a second user identity and user identity of the first two-dimensional code identification.

[0042]当访问事件为进入或关注公众平台的公众号时,根据公众平台提供的接口获取第二终端的用户在公众平台上的用户标识。 [0042] When accessing the event when entering or public concern number of public platform, based on the user interface platform to provide public access to the second terminal of the user identity on the public platform. 具体地,广告服务器根据公众平台提供的接口自动获取第二终端的用户在公众平台上的用户标识,并接收第二终端发送的第一用户身份标识。 Specifically, the ad server automatically acquires the user identifier of the second user terminal in a public interface to the public under the platform provided by the platform, and receiving a first user identity sent by the second terminal.

[0043] S104,建立第二终端发送的第一用户身份标识和第二用户身份标识之间的对应关系以关联第一用户身份标识和第二用户身份标识。 [0043] S104, the correspondence relationship between the user identity and a second identity of the second terminal transmitting a first user identity associated with the first user and a second user identity.

[0044]本发明实施例的用户身份标识的关联方法,实现跨终端的用户身份标识的关联, 借助这些关联关系,使得广告提供者能够实现营销预算统一分配和广告效果整合分析,例如,使得广告提供者更加明确哪些用户对他们的广告感兴趣,或参加了他们举办的市场活动,使得广告提供者更加明确哪些媒体带来的更多用户、哪些广告内容更吸引用户,从而更加有的放矢、更加高效管理自身的广告营销支出。 [0044] The associated methods user identification to an embodiment of the present invention, to achieve the associated cross terminal user identification, by means of these relationships, such that advertising provider enables marketing budget uniform distribution and advertising effectiveness meta-analysis, for example, such advertising What users are interested in advertising their providers more clearly, or to participate in the market activities they organized, makes the advertising provider which media bring more users clearer, more attractive to the user which advertising content, which is more targeted, more efficient manage their own advertising and marketing expenditures.

[0045]为了实现上述实施例,本发明的实施例还提出一种用户身份标识的关联装置。 [0045] In order to achieve the above-described embodiments, embodiments of the present invention also provides a device associated with the user's identity. [0046]图2是根据本发明一个实施例的用户身份标识的关联装置的结构框图。 [0046] FIG. 2 is a block diagram of apparatus associated user identity identification according to an embodiment of the present invention.

[0047]如图2所示,该用户身份标识的关联装置100包括:第一接收模块110、生成和展示模块120、第二接收模块130、获取模块140和建立模块150。 [0047] As shown in FIG 2, associated with the user identification means 100 comprises: a first receiving module 110, and a display generation module 120, a second receiving module 130, an obtaining module 140 and a module 150 to establish.

[0048]具体地,第一接收模块110用于接收第一终端发送的第一用户身份标识。 [0048] Specifically, a first receiving module 110 is configured to receive a first user identity sent by the first terminal. 在本发明的一个实施例中,第一终端为个人计算机,例如,台式计算机、笔记本电脑等,应理解,台式计算机、笔记本电脑仅为举例说明个人计算机,本发明实施例所述的个人计算机还可以其他类型的计算机。 In one embodiment of the present invention, the first terminal is a personal computer, e.g., a desktop computer, a notebook computer, it should be understood, a desktop computer, a laptop personal computer way of example only, a personal computer in the embodiment of the present invention It may be other types of computers. 在本发明的另一个实施例中,第一用户身份标识为第一终端中浏览器存储的用户Cookie、HTML5的存储本地数据Local Storage或Flash Object中的至少一种,应理解,上述示例仅为举例说明第一用户身份标识,随着技术发展任何第一终端中用以标识用户身份的信息都包含在本发明的实施例中。 In another embodiment of the present invention, the first user terminal identity to a first user stored in the browser cookies, HTML5 local data store or the Local Storage Flash Object at least one, to be understood that the above-described exemplary only illustrates a first user identity, with the development of information technology to identify the user identity of any terminal are included in a first embodiment of the present invention.

[0049]在本发明的一个实施例中,通过第一终端浏览网站时,网站中的广告播放模块获取第一用户身份标识,并通过第一终端发送第一用户身份标识。 [0049] In one embodiment of the present invention, browse the site by the first terminal, advertisement playing site acquires a first user identity module, sending a first user identity and the first terminal. 具体地,当用户使用第一终端访问某个网站时,第一终端解析该网站(例如,通过浏览器解析该网站等)并读取置于该网站上的广告播放模块,该广告播放模块能够实时读取该第一终端的浏览器的用户Cookie、HTML5的Local Storage或Flash Object等中的至少一种作为第一用户身份标识, 并将读取的第一用户身份标识发送至用户身份标识的关联装置1〇〇,用户身份标识的关联装置100的第一接收模块110接收第一终端发送的第一用户身份标识。 Specifically, when the user uses the first terminal to access a site, a first terminal parses the site (e.g., parsing the site through a browser, etc.) and play module reading an advertisement on the site, the advertisement module can play real-time reading of the first user terminal browser Cookie, HTML5 the Local Storage Flash Object or the like as at least one of a first user identity, and send the read first user identity to identify the user's identity 1〇〇 association means, a first receiving module associated with the user identification means 100, 110 receives a first user identity sent by the first terminal. 另外,广告播放模块或者用户身份标识的关联装置100在获取第一用户身份标识之后,还可以根据第一用户身份标识生成对应的特征值,以特征值替换第一用户身份标识,对此,本发明的实施例不进行限定。 Further, advertisement displays association device or user identification module 100 after acquiring the first user identity may also be identified according to the generated feature value corresponding to a first user identity, to replace the first eigenvalue user identification, which, according to the present embodiments of the invention which is not limited.

[0050]生成和展示模块120用于根据第一用户身份标识生成二维码,并将二维码展示在第一终端中,其中,二维码用于在被扫描后触发访问事件。 [0050] The generation and display module 120 to generate a two-dimensional code for identifying a first user identity, and the two-dimensional code displayed in the first terminal, wherein the access event for triggering the two-dimensional code after being scanned. 更具体地,生成和展示模块120根据第一用户身份标识生成二维码,该二维码包括第一用户身份标识或第一用户身份标识对应的特征值,该二维码还具有普通二维码能够实现的各种功能,例如,用户用移动终端扫码后可在移动终端上自动打开某个应用程序(APP)、或进入广告提供者在微信或淘宝等公众平台上的公众号等。 More specifically, the display and generation module 120 generates a normal two-dimensional two-dimensional code according to a first identified user identity, comprising the two-dimensional code feature value of a first user identity or a user identity corresponding to the first, the two-dimensional code further includes various function codes can be realized, for example, a user can be automatically opened by the mobile terminal after the scan code on the mobile terminal an application (the aPP), or into the advertising provider public number on the micro-channel or Taobao public platform. 该二维码具有动态的特性,即针对每个第一用户身份标识生产的二维吗疋个MH、」。 The two-dimensional code has a dynamic nature, that is, for each of the first user identity produce a two-dimensional piece goods it MH,. " 用尸劈切称识的夫联装置100将生成的二维码发送至第一终端,广告播放模块再将该二维码进行展示。 Splitting said dead man cut with associated identification apparatus 100 generates a first two-dimensional code to the terminal, then the advertisement play module for two-dimensional code display.

[0051] 一第二接收模块130用于接收第二终端发送的第一用户身份标识。 [0051] a second receiving module 130 is configured to receive a first user identity of the second terminal identifier sent. 获取模块14〇用于获取第二终端的第二用户身份标识,其中,当第二终端扫描二维码并触发访问事件后,获取第二用户身份标识。 14〇 acquisition module for acquiring the second terminal of the second user identity, which, when the second terminal to scan two-dimensional code and trigger access events, acquiring a second user identity.

[0052]在本发明的一个实施例中,第二终端为移动终端,例如,手机、平板电脑、电子书等具^操作系统的硬件设备、各类物联网设备如智能电子产品、智能家居用品等,应理解,上述示例仅为举例说明移动终端,本发明实施例所述的移动终端还可以其他类型的移动设备。 [0052] embodiment, the second terminal is a mobile terminal, e.g., mobile phones, tablet computers, electronic book, etc. In one embodiment of the present invention ^ with hardware operating system, various types of electronic devices such as smart things, smart home appliances etc. should be understood that the examples described above are only examples of the mobile terminal, the mobile terminal according to the embodiment of the present invention may also be other types of mobile devices.

[0053]由于移动终端的多样化,如果在第一终端上展示的是某个网站,在移动终端中可能需要启动应用程序或进入或关注的公众平台的公众号等,因此,二维码的访问事件为启动应用程序或进入或关注的公众平台的公众号。 [0053] As the diversity of the mobile terminal, if the display on the first terminal is a Web site, you may need to start the application in the mobile terminal or entering or concerns of the public platform of public numbers, etc. Therefore, two-dimensional code No event for the public access launch applications or enter or concerns of the public platform.

[0054] 在本发明的一个实施例中,当访问事件为启动应用程序时,第二用户身份标识为第二终端的广告标示符IDFA、安卓ID标识、设备指纹标识中的至少一种,其中,设备指纹标识是根据第二终端的设备型号、设备版本号、设备操作系统版本、浏览器型号、IP地址、访问时间标记等设备属性的一种或多种经过特殊的加密算法组合生成的。 [0054] In one embodiment of the present invention, when the access event to start the application, a second user identity to the second terminal identifier ad the IDFA, Android ID identification, the fingerprint identification device at least one, wherein , the fingerprint identification apparatus according to a second terminal of the device model, device version number, a device operating system version, browser type, IP address, access time tag attribute or more other devices through a special combination of encryption algorithm generated. 在本发明的一个实施例中,当访问事件为进入或关注公众平台的公众号时,第二用户身份标识为第二终端的用户在公众平台上的用户标识。 In one embodiment of the present invention, when the access event to enter the number or public attention of the public internet, the second user identification for a user of the second terminal in a public user identifier of the platform.

[0055] 更具体地,当在第一终端中展示二维码之后,用户使用第二终端扫描二维码并触发对应的访问事件。 [0055] More specifically, when the two-dimensional code showing a first terminal, a second user terminal to scan a two-dimensional code and triggers a corresponding access event.

[0056]当访问事件为启动应用程序时,通过应用程序中的广告监测模块获取第二用户身份标识,通过应用程序中的广告监测模块还可以获取二维码中的第一用户身份标识。 [0056] When accessing the event is to start the application, obtaining a second user identity through the application of advertising monitoring module, users can also get the first two-dimensional code of identity through the application of advertising monitoring module. 之后, 通过应用程序中的广告监测模块将第一用户身份标识和第二用户身份标识都发送至用户身份标识的关联装置100。 Thereafter, the application monitoring module ads first user identity and sends the second user identification to an associated user identification means 100.

[0057]其中,当访问事件为启动应用程序时,如果用户在第二终端中没有安装对应的应用程序,则首先询问用户是否下载并安装,在用户安装后,通过应用程序中的广告监测模块获取第二用户身份标识和二维码中的第一用户身份标识。 [0057] wherein, when the access event to start the application, if the user terminal not corresponding to the second application is installed, the user is first asked whether to download and install, after the user installation, by advertising monitoring application modules obtaining a second user identity and user identity of the first two-dimensional code identification.

[0058]当访问事件为进入或关注公众平台的公众号时,根据公众平台提供的接口获取第二终端的用户在公众平台上的用户标识。 [0058] When accessing the event when entering or public concern number of public platform, based on the user interface platform to provide public access to the second terminal of the user identity on the public platform. 具体地,用户身份标识的关联装置100的获取模块140根据公众平台提供的接口自动获取第二终端的用户在公众平台上的用户标识,第二接收模块130接收第二终端发送的第一用户身份标识。 Obtaining a user identity module 140 based on the public internet public internet user interface provides automatic acquisition means associated with the second particular terminal, user identification 100, a first user identity of the second terminal of the second receiving module 130 receives the transmitted identity.

[0059] 建立模块150用于建立第二终端发送的第一用户身份标识和第二用户身份标识之间的对应关系以关联第一用户身份标识和第二用户身份标识。 [0059] establishment module 150 is used to establish a correspondence between the user identity and a second identity of the second terminal to transmit a first user identifier associated with a first user identity and a second user identity.

[0060] 本发明实施例的用户身份标识的关联装置,实现跨终端的用户身份标识的关联, 借助这些关联关系,使得广告提供者能够实现营销预算统一分配和广告效果整合分析,例如,使得广告提供者更加明确哪些用户对他们的广告感兴趣,或参加了他们举办的市场活动,使得广告提供者更加明确哪些媒体带来的更多用户、哪些广告内容更吸引用户,从而更加有的放矢、更加高效管理自身的广告营销支出。 [0060] The present invention is related devices user identification embodiment, to achieve the associated cross terminal user identification, by means of these relationships, such that advertising provider enables marketing budget uniform distribution and advertising effectiveness meta-analysis, for example, such advertising What users are interested in advertising their providers more clearly, or to participate in the market activities they organized, makes the advertising provider which media bring more users clearer, more attractive to the user which advertising content, which is more targeted, more efficient manage their own advertising and marketing expenditures.

[0061] 本发明的实施例还提出一种广告投放方法。 Example [0061] The present invention further provides a method for advertising. L0062J图3疋根据本发明一个实施例的广告投放方法的流程图。 Cloth L0062J FIG. 3 according to the present invention, a flow chart of the embodiment ads served method.

[0063]如图3所示,该广告投放方法包括: [0063] As shown in FIG. 3, the advertising method comprising:

[0064] S301,接收第一终端发送的第一用户身份标识。 [0064] S301, a first receiving a first user identity sent by the terminal.

[0065] 一S302,确定与第一用户身份标识关联的第二用户身份标识,其中,第一用户身份标识与第二用户身份标识的关联关系是根据本发明上述实施例所述的用户身份标识的关联方法所获得的。 [0065] S302 a, the second user identity associated with the first user identity, wherein the association relationship between the first user and the second user identity is the identity of the user identity according to the above-described embodiments of the present invention is the identification the association obtained by the method.

[0066]在本发明的一个实施例中,第一终端为个人计算机或移动终端,其中,个人计算机或移动终端可参考上述任一项方法实施例所述,在此不再赘述。 [0066] In one embodiment of the present invention, the first terminal is a personal computer or a mobile terminal, a personal computer or a mobile terminal may refer to any of the preceding method embodiment, and are not repeated here.

[0067]其中,如果第一终端为个人计算机时,第一用户身份标识是个人计算机对应的用户身份标识,例如,浏览器存储的用户C〇〇kie、HTML5的存储本地数据Locai Storage或Flash Object中的至少一种,第二用户身份标识可以是移动终端对应的用户身份标识,例如,移动终端的广告标示符IDFA、安卓ID标识、设备指纹标识中的至少一种,或者移动终端的用户在公众平台上的用户标识;如果第一终端为移动终端时,第一用户身份标识可以是移动终端对应的用户身份标识,例如,移动终端的广告标示符IDFA、安卓ID标识、设备指纹标识中的至少一种,或者移动终端的用户在公众平台上的用户标识,第二用户身份标识是个人计算机对应的用户身份标识,例如,浏览器存储的用户Cookie、HTML5的存储本地数据Local Storage或Flash Object中的至少一种。 [0067] wherein, if the first terminal is a personal computer, a first user identity corresponding to the personal computer user identity, e.g., stored user C〇〇kie browser, HTML5 local data store or a Locai Storage Flash Object at least one second user identity may be a mobile terminal corresponding to the user identifier, e.g., a mobile terminal identifier advertising the IDFA, Android ID identification, the fingerprint identification device at least one, or the user of the mobile terminal user ID on the public internet; if the first terminal is a mobile terminal, a first user identity can be a mobile terminal identifier corresponding to the user identity, e.g., a mobile terminal identifier advertising the IDFA, Android ID identification, the fingerprint identification device in at least one user, or the mobile terminal identification of the user in a public platform, the second user identification is a personal computer corresponding to the user identifier, e.g., a user's browser stores cookies, HTML5 local data store or the local storage Flash Object at least one.

[0068] S3〇3,确定与第二用户身份标识关联的广告内容。 [0068] S3〇3 determine advertising content associated with the second user's identity.

[GG69] S3〇4,将广告内容投放至第一终端中。 [GG69] S3〇4, the ad content to the first terminal.

[0070]为了使得本发明实施例的技术效果更加明显,下面举例说明。 [0070] The embodiment of the present invention in order that the technical effect is more obvious, illustrated below.

[0071]例如,广告服务器存储根据上述任一项实施例所述方法关联同一用户在个人计算机和移动终端的用户身份标识之后,如果用户在个人计算机看到一个根据上述任一项实施例所述方法生成的二维码后,用户使用移动终端扫描该二维码后,移动终端将用户所扫描的二维码对应的广告内容反馈给广告服务器,由此,广告服务器既知道了是用户在扫描二维码,并且用户所看到的广告内容,当用户在移动终端中继续访问该二维码对应的移动媒体时(如应用程序、微信公众号、淘宝公众号等),广告服务器获取到移动终端的用户身份标识,广告服务器还可以根据二维码获取用户的个人计算机的用户身份标识以及用户所看到的广告内容,可以在移动终端中再展示个人计算机上所展示的广告内容,使得用户看到个人计算机和移动终端跨终端的广告联动,使得联动 [0071] For example, the advertising server associated with the storage method according to any preceding embodiment, the same user after the user identity of the mobile terminal and a personal computer, the personal computer to see if the user according to one embodiment of any of the preceding methods of generating two-dimensional code, the user uses the mobile terminal scans the two-dimensional code, the two-dimensional code corresponding to the mobile terminal user feedback of the scanned advertisement content to the advertisement server, thereby, the advertisement server is not only the user knows the scan two-dimensional code, and the user sees the advertisement content, the user continues to access the two-dimensional code corresponding to the moving media in the mobile terminal (e.g., applications, micro-channel public number, Taobao public number, etc.), to the mobile ad server acquires user identification terminal, the ad server can also obtain advertising content a user's personal computer user identity and the user can see the two-dimensional code, you can then display advertising content on a personal computer is shown in the mobile terminal, so that the user see ads linkage across the terminals of personal computers and mobile terminals, making the linkage 广告投放产生1+1大于2的广告效果。 Ad serving ads 1 +1 greater than 2. [0072]又如,当用户使用移动终端扫描二维码后,广告服务器将该用户在个人计算的浏览行为、购物历史或其它用户个人偏好标签与该用户在移动终端的浏览行为、购物历史或其它用户个人偏好数据进行跨终端打通,今后该用户无论是访问个人计算机的网络媒体还是移动终端的网络媒体时,都可以使用整合记录的上述用户数据,对该用户再次投放更符合其兴趣和实际需求的广告内容。 [0072] In another example, when the user uses the mobile terminal to scan two-dimensional code, the ad server the user browsing behavior in personal computing, shopping, history or other personal preferences label with the user browsing behavior in the mobile terminal, shopping or history when the other user's personal preference data for cross-terminal open up in the future, whether the user is accessing the network media network media personal computer or mobile terminal, user data can be used to integrate the above record, the user again put their interests and more in line with actual advertising content requirements.

[0073] 本发明实施例的广告投放方法,针对同一用户跨终端实现广告的可持续定向投放,从而实现广告提供者迫切需要的高效的跨屏(跨终端)营销,对目标用户进行反复的再营销来显著提高广告投放效果。 [0073] embodiment of the present invention ad delivery method to achieve sustainable directional running ads for the same user across the terminal, enabling efficient cross-screen (inter-terminal) marketing, advertising providers urgently need to repeatedly re-target users marketing to significantly improve advertising performance. 例如,广告提供者可以将某个用户在移动终端所浏览的商品和内容进行数据挖掘,并在该用户使用个人计算机时,也会展示与移动终端相关的兴趣爱好和购物意图所对应的广告内容,同理,广告提供者可以将某个用户在个人计算机所浏览的商品和内容进行数据挖掘,并在该用户使用移动终端时,也会展示与个人计算机相关的兴趣爱好和购物意图所对应的广告内容。 For example, the advertising provider may be a mobile terminal users are browsing the goods and the contents of data mining, and when the user uses a personal computer will display terminal associated with the mobile content and advertising interests intent corresponding shopping , empathy, advertising provider may be a user in data mining commodities and browse the contents of a personal computer, and when the user uses the mobile terminal will display associated with the personal computer interests and purchase intentions corresponding advertising content.

[0074]在本发明的一个实施p中,如果与第一用户身份标识关联的第二用户身份标识为多个,所述方法还包括(图中未示出):分别确定每个第二用户身份标识的关联时间和/或关联频次;根据关联时间和/或关联频次筛选出最活跃的第二用户身份标识,以确定与最活跃的第二用户身份标识关联的广告内容。 [0074] In one embodiment of the present invention, p, the second identifier if the user identifier associated with the first user identity is plural, the method further comprises (not shown): the second user are determined for each the identity of the associated time and / or the associated frequency; according to the associated time and / or frequency of associated filter out the second most active user identity, to determine the most active associated with the second user identity advertising content.

[0075]具体地,个人计算机对应的用户身份标识,如,用户cookie、HTML5KLocai Storage或Flash Object等会不断变化,主要是因为这些用户身份标识容易被浏览器定期清除并重新建立,而移动终端的用户身份标识,如,广告标示符IDFA、安卓id标识、设备指纹标识等相对固定。 [0075] In particular, the personal computer corresponding user identity, such as the user cookie, HTML5KLocai Storage or Flash Object and so will continue to change, mainly because these user identity vulnerable to regularly clear your browser and re-established and a mobile terminal user identification, e.g., the IDFA ad identifier, Andrews id identification, the fingerprint identification device and other relatively fixed. 建立个人计算机的用户身份标识和移动终端的用户身份标识的关联之后,广告服务器会及时发现某个用户的移动终端的用户标识关联了多个不同的个人计算机的用户身份标识,通过关联时间和/或关联频次,广告服务器可以判断出哪个个人计算机对应的用户身份标识是活跃有效的(关联时间越晚、关联频次越高,说明对应的用户身份标识更活跃和更可靠)。 After the identity of the user associated with the user identity and mobile terminals to establish a personal computer, the ad server will detect user identity of a user of a mobile terminal associated with the user identification number of different personal computers, linked by time and / or associated frequency, the ad server can determine which of the personal computer corresponding user identity is active and effective (the later the correlation time, the higher the frequency of association, indicating that the corresponding user identity more active and more reliable).

[0076]—同理,用户在移动终端对应的用户身份标识,如,广告标示符IDFA、安卓瓜标识、设备指纹标识等有时也会发生变化,如在I0S或安卓Android平台下,用户可以根据自身的需要分别重置IDFA或安卓ID标识,而设备指纹标识也可能因为用户更新或升级移动操作系统等活动而发生变化,用户还可能同时拥有多台移动终端即拥有多个移动终端对应的用户身份标识。 [0076] - Similarly, the mobile terminal user corresponding to the user identifier, e.g., identifier advertising the IDFA, Andrews melon identification, the fingerprint identification device and the like may also change, such as the Android platform, or the user can in Andrews I0S their needs are reset Andrews IDFA or identification ID, the fingerprint identification device because the user may update or upgrade the operating system and other mobile activity changes, the user may also have more than one user has a mobile terminal i.e. corresponding to a plurality of mobile terminals identity. 建立个人计算机的用户身份标识和移动终端的用户身份标识的关联之后,广告服务器将用户在移动终端对应的广告标示符IDFA、安卓ID标识、设备指纹标识等与其在个人计算机的用户身份标识进行重新关联和绑定,使得用户在个人计算机的用户身份g识和移动终端的用户身份标识可以长期在广告服务器中保持有效状态,使广告服务器可按照广告提供者的需求对用户进行持续的定向广告投放。 After the associated user identity of the user identifier and the mobile terminal to establish a personal computer, ad server user identifier IDFA the mobile terminal corresponding to the advertisement, Andrews ID identification, device fingerprint identification and the like therewith again the user ID of the personal computer association and binding, so that the user can long remain active in the ad server in the user identity and user identity g mobile terminal identification of the personal computer, the ad server can provide a demand-based ads to users targeted advertising continued .

[0077]为了实现上述实施例,本发明的实施例还提出一种广告投放装置。 [0077] In order to achieve the above-described embodiments, embodiments of the present invention further provides a device advertising.

[0078]图4是根据本发明一个实施例的广告投放装置的结构框图。 [0078] FIG. 4 is a block diagram of apparatus according to serve ads to an embodiment of the present invention.

[0079]如图4所示,该广告投放装置2〇〇包括:接收模块210、第一确定模块220、第二确定模块230和投放模块240。 [0079] As shown in FIG. 4, the advertising device 2〇〇 comprising: a receiving module 210, a first determining module 220, a second determination module 230 and delivery module 240.

[00S0]具体地,接收模块210用于接收第一终端发送的第一用户身份标识。 [00S0] In particular, a first receiving module 210 is configured to receive a first user identity sent by the terminal.

[0081]第一确定模块220用于确定与第一用户身份标识关联的第二用户身份标识,其中, 第一用户身份标识与第二用户身份标识的关联关系是根据本发明上述实施例所述的用户身份标识的关联方法所获得的。 [0081] The first determining module 220 for determining a first user identity associated with the second user identifier, wherein a first user identity association with the identity of the second user is the above-described embodiments of the present invention according to the embodiment associated method of user identification obtained.

[0082]在本发明的一个实施例中,第一终端为个人计算机或移动终端,其中,个人计算机或移动终端可参考上述任一项方法实施例所述,在此不再赘述。 [0082] In one embodiment of the present invention, the first terminal is a personal computer or a mobile terminal, a personal computer or a mobile terminal may refer to any of the preceding method embodiment, and are not repeated here.

[0083]其中,如果第一终端为个人计算机时,第一用户身份标识是个人计算机对应的用户身份标识,例如,浏览器存储的用户cookie、HTML5的存储本地数据Local storage或nashObject中的至少一种,第二用户身份标识可以是移动终端对应的用户身份标识,例如,移动终端的广告标示符IDFA、安卓ID标识、设备指纹标识中的至少一种,或者移动终端的用户f公众平台上的用户标识;如果第一终端为移动终端时,第一用户身份标识可以是移动终端对应的用户身份标识,例如,移动终端的广告标示符IDFA、安卓ID标识、设备指纹标识中的至少一种,或者移动终端的用户在公众平台上的用户标识,第二用户身份标识是个人计算机对应的用户身份标识,例如,浏览器存储的用户C〇〇ki e、HTML5的存储本地数据Local Storage或Flash Object中的至少一种。 [0083] wherein, if the first terminal is a personal computer, a first user identity corresponding to the personal computer user identity, e.g., stored user browser Cookie, local data storage HTML5 Local storage of at least one or nashObject species, the second user identification may be a mobile terminal corresponding to the user identifier, e.g., a mobile terminal identifier advertising the IDFA, Android ID identification, the fingerprint identification device at least one, the public internet or a mobile user terminal f of a user identifier; if the first terminal is a mobile terminal, a first user identity can be a mobile terminal identifier corresponding to the user identity, e.g., a mobile terminal identifier advertising the IDFA, Android ID identification, the fingerprint identification device at least one, or the user of the mobile terminal in a public user identifier of the platform, the second user identification is a personal computer corresponding to the user identifier, e.g., a browser stored user C〇〇ki E, HTML5 local data store or the local storage Flash Object at least one.

[0084]第二确定模块23〇用于确定与第二用户身份标识关联的广告内容。 [0084] The second determination module for determining 23〇 advertisement content and the second user identity association. 投放模块240用于将广告内容投放至第一终端中。 Trafficking module 240 for ad content to the first terminal.

[0085]本发明实施例的广告投放装置,针对同一用户跨终端实现广告的可持续定向投放,从而实现广告提供者迫切需要的高效的跨屏(跨终端)营销,对目标用户进行反复的再营销来显著提高广告投放效果。 [0085] Ad delivery device according to embodiments of the present invention, for the same user terminal across ad achieve sustainable directional running, in order to achieve efficient cross-screen (inter-terminal) marketing, advertising provider urgently needed, target user repeatedly re marketing to significantly improve advertising performance. 例如,广告提供者可以将某个用户在移动终端所浏览的商品和内容进行数据挖掘,并在该用户使用个人计算机时,也会展示与移动终端相关的兴趣爱好和购物意图所对应的广告内容,同理,广告提供者可以将某个用户在个人计算机所浏览的商品和内容进行数据挖掘,并在该用户使用移动终端时,也会展示与个人计算机相关的兴趣爱好和购物意图所对应的广告内容。 For example, the advertising provider may be a mobile terminal users are browsing the goods and the contents of data mining, and when the user uses a personal computer will display terminal associated with the mobile content and advertising interests intent corresponding shopping , empathy, advertising provider may be a user in data mining commodities and browse the contents of a personal computer, and when the user uses the mobile terminal will display associated with the personal computer interests and purchase intentions corresponding advertising content.

[0086] 在本发明的一个实施例中,如果与第一用户身份标识关联的第二用户身份标识为多个,第二确定模块230具体用于:分别确定每个第二用户身份标识的关联时间和/或关联频次;根据关联时间和/或关联频次筛选出最活跃的第二用户身份标识,以确定与最活跃的第二用户身份标识关联的广告内容。 [0086] In one embodiment of the present invention, if the user associated with the first identity the second identity for the plurality of users, the second determination module 230 is configured to: determining respectively associated with each of the second user identification time and / or the associated frequency; according to the associated time and / or frequency of associated filter out the second most active user identity, to determine the most active associated with the second user identity advertising content. 具体可参看上述方法实施例所述,在此不再赘述。 Specific embodiments of the method described above with reference to embodiments, not described herein again.

[0087] 应当理解,本发明的各部分可以用硬件、软件、固件或它们的组合来实现。 [0087] It should be understood that various portions of the present invention may be implemented in hardware, software, firmware or a combination thereof to achieve. 在上述实施方式中,多个步骤或方法可以用存储在存储器中且由合适的指令执行系统执行的软件或固件来实现。 In the above-described embodiment, a plurality of steps or methods may be implemented in software or firmware and executed by a suitable system executing instructions stored in a memory with. 例如,如果用硬件来实现,和在另一实施方式中一样,可用本领域公知的下列f术中的任一项或他们的组合来实现:具有用于对数据信号实现逻辑功能的逻辑门电路的离散逻辑电路,具有合适的组合逻辑门电路的专用集成电路,可编程门阵列(PGA),现场可编程门阵列(FPGA)等。 For example, if implemented in hardware, as in another embodiment, any one known in the art can be used following surgery f or their combination thereof: a logic gate circuit for implementing logic functions upon data signals discrete logic circuits having appropriate combinational logic gate circuit ASIC, a programmable gate array (PGA), a field programmable gate array (FPGA) and the like.

[0088] 在本说明书的描述中,参考术语“一个实施例”、“一些实施例”、“示例”、“具体示例”、或“一些示例”等的描述意指结合该实施例或示例描述的具体特征、结构、材料或者特点包含于本发明的至少一个实施例或示例中。 [0088] In the description of the present specification, reference to the term "one embodiment," "some embodiments", "an example", "a specific example", or "some examples" means that a description of the exemplary embodiment or embodiments described a particular feature, structure, material, or characteristic is included in at least one embodiment of the present invention, embodiments or examples. 在本说明书中,对上述术语的示意性表述不一定指的是相同的实施例或示例。 In the present specification, a schematic representation of the above terms necessarily referring to the same embodiment or example. 而且,描述的具体特征、结构、材料或者特点可以在任何的一个或多个实施例或示例中以合适的方式结合。 Furthermore, the particular features, structures, materials, or characteristics described embodiments or examples may be at any one or more in a proper manner.

[0089] 尽管已经示出和描述了本发明的实施例,本领域的普通技术人员可以理解:在不脱离本发明的原理和宗旨的情况下可以对这些实施例进行多种变化、修改、替换和变型,本发明的范围由权利要求及其等同物限定。 [0089] While there has been illustrated and described embodiments of the present invention, those of ordinary skill in the art can be appreciated: that various changes may be made to these embodiments without departing from the principles and spirit of the invention, modifications, substitutions and modifications, the scope of the present invention is defined by the claims and their equivalents.

Claims (10)

1.一种用户身份标识的关联方法,其特征在于,包括: 接收第一终端发送的第一用户身份标识; 根据所述第一用户身份标识生成二维码,并将所述二维码展示在所述第一终端中,其中,所述二维码用于在被扫描后触发访问事件; 接收第二终端发送的所述第一用户身份标识,并获取所述第二终端的第二用户身份标识,其中,当所述第二终端扫描所述二维码并触发所述访问事件后,获取所述第二用户身份标识; 建立所述第二终端发送的所述第一用户身份标识和所述第二用户身份标识之间的对应关系以关联所述第一用户身份标识和所述第二用户身份标识,其中, 所述第二终端为移动终端,所述访问事件为启动应用程序或进入或关注公众平台的公众号,当所述访问事件为启动应用程序时,所述第二用户身份标识为所述第二终端的广告标示符IDFA、安卓ID标 1. A method associated with the user's identity, characterized by comprising: receiving a first user identity identifier of a first transmitting terminal; identifying generate two-dimensional code according to the identity of the first user, and to display the two-dimensional code in said first terminal, wherein said two-dimensional code to access event for triggering after being scanned; the second terminal receiving a first user identity sent, and to acquire the second terminal of the second user identity, wherein the second terminal when scanning the two-dimensional code and the access event triggering, acquiring the second user identity; establishing the second terminal transmitting a first user identifier and the second corresponding relationship between the user identity to the identity associated with the first user and the second user identity, wherein the second terminal is a mobile terminal, the access event to start the application or enter the number of public attention or public platform, when the access event to launch the application, the second user identity to the advertisement identifier IDFA second terminal, Android ID standard 识、设备指纹标识中的至少一种,其中,所述设备指纹标识是根据第二终端的设备型号、设备版本号、设备操作系统版本、浏览器型号、IP地址、访问时间标记设备属性的一种或多种经过加密算法组合生成的; 当所述访问事件为进入或关注公众平台的公众号时,所述第二用户身份标识为所述第二终端的用户在所述公众平台上的用户标识; 所述获取所述第二终端的第二用户身份标识,包括: 当所述访问事件为启动应用程序时,通过所述应用程序中的广告监测模块获取所述第二用户身份标识,并通过所述第二终端发送所述第二用户身份标识,以获取所述第二终端发送的所述第二用户身份标识; 当所述访问事件为进入或关注公众平台的公众号时,根据所述公众平台提供的接口获取所述第二终端的用户在所述公众平台上的用户标识。 At least one identification, the fingerprint identification device, wherein the fingerprint identification apparatus according to a second terminal of the device model, device version number, a device operating system version, browser type, IP address, access time of a marking device properties or more encrypted combination algorithm generated; when the access event to enter or public concern number of public platform, the second user identity for the user of the second terminal user on the public platform identifier; obtaining the second terminal of the second user identity, comprising: when the access event to start an application to obtain the identity of the second user through the ad application monitoring module, and by the second terminal sends the second user identity to obtain the second terminal sent by the second user identity; when the access event to enter or public concern number of public platforms, according to the public interface to said platform acquire the second terminal of the user on the public user identifier platform.
2.根据权利要求1所述的方法,其特征在于,通过所述第一终端浏览网站时,所述网站中的广告播放模块获取所述第一用户身份标识,并通过所述第一终端发送所述第一用户身份标识。 The method according to claim 1, wherein, when the first terminal by browsing the site, the site ad playing module obtains the identity of the first user, and transmitting by said first terminal the first user identity.
3.根据权利要求1或2所述的方法,其特征在于,所述第一终端为个人计算机,所述第一用户身份标识为所述第一终端中浏览器存储的用户Cookie、HTML5的存储本地数据Local Storage或Flash Object中的至少一种。 3. The method of claim 1 or claim 2, wherein the first terminal is a personal computer, the first user identity to the first terminal browser cookies stored in the user, the stored HTML5 at least one local data local Storage or Flash Object in.
4.一种广告投放方法,其特征在于,包括: 接收第一终端发送的第一用户身份标识; 确定与所述第一用户身份标识关联的第二用户身份标识,其中,所述第一用户身份标识与所述第一用户身份标识的关联关系是根据权利要求1-3任一项所述方法所获得的; 确定与所述第二用户身份标识关联的广告内容; 将所述广告内容投放至所述第一终端中。 An advertising method comprising: receiving a first user identity identifier of a first transmitting terminal; determining a second user identifier is associated with the first user identity, wherein the first user association with the first user identity is the identity of a method according to any one of claims 1-3 obtained; determining advertising content associated with the second user identification; the ad content to the first terminal.
5.根据权利要求4所述的方法,其特征在于,如果与所述第一用户身份标识关联的第二用户身份标识为多个,所述方法还包括: 分别确定每个第二用户身份标识的关联时间和/或关联频次; 根据所述关联时间和/或关联频次筛选出最活跃的第二用户身份标识,以确定与所述最活跃的第二用户身份标识关联的广告内容。 5. The method of claim 4, wherein, if the second user identifier is associated with the first plurality of user identities, said method further comprising: determining, respectively each second user identity correlation time and / or associated frequency; according to the association time and / or frequency associated with a second selected most active user identifier, to determine the most active of the advertisement content identifier associated with the second user identity.
6. —种用户身份标识的关联装置,其特征在于,包括: 第一接收模块,用于接收第一终端发送的第一用户身份标识; 生成和展示模块,用于根据所述第一用户身份标识生成二维码,并将所述二维码展示在所述第一终端中,其中,所述二维码用于在被扫描后触发访问事件; 第二接收模块,用于接收第二终端发送的所述第一用户身份标识; 获取模块,用于获取所述第二终端的第二用户身份标识,其中,当所述第二终端扫描所述二维码并触发所述访问事件后,获取所述第二用户身份标识; 建立模块,用于建立所述第二终端发送的所述第一用户身份标识和所述第二用户身份标识之间的对应关系以关联所述第一用户身份标识和所述第二用户身份标识,其中, 所述第二终端为移动终端,所述访问事件为启动应用程序或进入或关注公众平台的公众号,当所述 6. - species associated user identification means, characterized by comprising: a first receiving module, for receiving a first user identity sent by the first terminal; and a display module generating, according to said first user identity generating a two-dimensional code identifier, and the two-dimensional code displayed in the first terminal, wherein said two-dimensional code to access event for triggering, after being scanned; a second receiving module, configured to receive a second terminal transmitting the first user identifier; obtaining module, configured to acquire a second identifier of the second user terminal, wherein, when said second terminal scans the two-dimensional code and the access event triggering, obtaining a second user identity; establishing module, configured to establish a correspondence between the second terminal transmitting a first user identifier and the identifier of the second user to the first user identity association identity and the identity of the second user, wherein the second terminal is a mobile terminal, the access event to launch an application or enter the number of public attention or public platform, when the 问事件为启动应用程序时,所述第二用户身份标识为所述第二终端的广告标示符IDFA、安卓ID标识、设备指纹标识中的至少一种,其中,所述设备指纹标识是根据第一终端的设备型号、设备版本号、设备操作系统版本、浏览器型号、IP地址、访问时间标记设备属性的一种或多种经过加密算法组合生成的;当所述访问事件为进入或关注公众平台的公众号时,所述第二用户身份标识为所述第二终端的用户在所述公众平台上的用户标识; 所述获取模块具体用于: 当所述访问事件为启动应用程序时,通过所述应用程序中的广告监测模块获取所述第二用户身份标识,并通过所述第二终端发送所述第二用户身份标识,以获取所述第二终端发送的所述第二用户身份标识; 当所述访问事件为进入或关注公众平台的公众号时,根据所述公众平台提供的接口获取所述第 Q event start an application, a second user identity to the second terminal identifier advertisement the IDFA, Android ID identification, the fingerprint identification device at least one, wherein the device is a fingerprint identification section a terminal device model, device version, device operating system version, browser type, IP address, time stamp access device properties of one or more encrypted combination algorithm generated; when the event to enter or access public concern when the number of the public internet, said second user identity for a user on the public user identity of the second terminal platform; the obtaining module is configured to: when the access event to start the application, obtained by the application of the advertising monitoring the second user identification module, and transmits the second user identity is identified by the second terminal, a second terminal to obtain the user identity sent by the second identity; when the access event to enter or public concern number of public platforms, according to obtaining the first interface of the platform provided by the public 二终端的用户在所述公众平台上的用户标识。 Two terminal user on the user identifier of the public platform.
7.根据权利要求6所述的装置,其特征在于,通过所述第一终端浏览网站时,所述网站中的广告播放模块获取所述第一用户身份标识,并通过所述第一终端发送所述第一用户身份标识。 7. The device according to claim 6, wherein, when browsing a website that displays the advertisement in the first module acquires the user identity presented by the first terminal, and transmitting by said first terminal the first user identity.
8.根据权利要求6或7所述的装置,其特征在于,所述第一终端为个人计算机,所述第一用户身份标识为所述第一终端中浏览器存储的用户Cookie、HTML5的存储本地数据Local Storage或Flash Object中的至少一种。 8. The apparatus of claim 6 or claim 7, wherein the first terminal is a personal computer, the first user identity to the first terminal browser cookies stored in the user, the stored HTML5 at least one local data local Storage or Flash Object in.
9.一种广告投放装置,其特征在于,包括: 接收模块,用于接收第一终端发送的第一用户身份标识; 第一确定模块,用于确定与所述第一用户身份标识关联的第二用户身份标识,其中,所述第一用户身份标识与所述第二用户身份标识的关联关系是根据权利要求丨-3任一项所述方法所获得的; 第二确定模块,用于确定与所述第二用户身份标识关联的广告内容; 投放模块,用于将所述广告内容投放至所述第一终端中。 An advertising apparatus, characterized by comprising: receiving means for receiving a first user identity sent by the first terminal; a first determining means for determining a first user associated with the identity of a second user identity, wherein the first user identity association with the second user identity is the method according to any one of claim Shu -3 obtained; a second determining module, for determining identity advertising content associated with the second user; delivery module configured to deliver the advertising content to the first terminal.
10.根据权利要求9所述的装置,其特征在于,如果与所述第一用户身份标识关联的第二用户身份标识为多个,所述第二确定模块具体用于: 分别确定每个第二用户身份标识的关联时间和/或关联频次; 根据所述关联时间和/或关联频次筛选出最活跃的第二用户身份标识,以确定与所述最活跃的第二用户身份标识关联的广告内容。 10. The apparatus according to claim 9, wherein, if the first user identity associated with the second user identification to a plurality of the second determining module is configured to: determine if each of the respective time two associated user identity and / or associated frequency; screening the most active of the second user identity association according to the time and / or frequency correlation to determine the most active associated with the second user identity advertising content.
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