CN104700289A - Advertising method and device - Google Patents
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- CN104700289A CN104700289A CN201510116446.5A CN201510116446A CN104700289A CN 104700289 A CN104700289 A CN 104700289A CN 201510116446 A CN201510116446 A CN 201510116446A CN 104700289 A CN104700289 A CN 104700289A
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Abstract
The invention relates to an advertising method and device. The method comprises collecting the Internet data of a user on the mobile Internet, identifying the Internet data through a preset webpage orientation identification library or a preset application identification library, determining the use label of the user, wherein the user label comprises a user identity, a webpage accessed by the user or an application used by the user, the access time or use time, and the type that the webpage or the application belongs to; according to the use label, counting the number of times of access or use of various types of webpages or applications by the user within a preset time period; according to the number of times of access or use of various types of webpages or applications by the user within the preset time period, determining the behavior characteristics of the user; according to the behavior characteristics of the user, determining that to which users advertisements are delivered, and what advertisements are delivered. Therefore, the advertisements can be delivered according to the interest of the users, and the advertising efficiency can be improved.
Description
Technical field
The present invention relates to field of computer technology, particularly relate to a kind of advertisement placement method and device.
Background technology
In prior art, the mobile communications network event information that mobile communication equipment is thrown in by the trigger ad in monitor user ' operating process, mobile communications network event information is sent to conversion equipment, conversion equipment is according to the local information stored of network event indication information inquiry in this mobile communications network event information, determine the network event characteristic information corresponding with network event indication information, the advertisement matched with it is obtained, by the mobile subscriber that advertisement putting relates to mobile communications network event according to network event characteristic information.
But in prior art, the mobile communications network event information that advertising business opertaing device is thrown according to the trigger ad in user operation process throws in advertisement to mobile subscriber, and some operation of user is the operation once in a while of user, such as user opens certain uncommon website etc., the advertisement that the advertisement causing being pushed to user is not necessarily corresponding with the interest of user and feature, to be difficult to for the interest of user and feature, to throw in advertisement, reduce the efficiency of advertisement putting.
Summary of the invention
The invention provides a kind of advertisement placement method and device, low for solving the precision of advertisement putting in prior art, throw in inefficient problem.
First aspect of the present invention is to provide a kind of advertisement placement method, comprising:
The Internet data of the online user of Real-time Collection mobile interchange;
Default webpage whereabouts identification storehouse or default application identification storehouse is adopted to identify described Internet data, determine the use label of user, described use label comprises: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type;
According to described use label, add up webpages all types of in preset time period and apply number of times that is accessed by the user or that use;
Number of times accessed by the user with application according to webpages all types of in preset time period or use, determines the behavioural characteristic of described user;
Behavioural characteristic according to described user throws in advertisement to user.
Another aspect of the present invention provides a kind of advertisement delivery device, comprising:
Acquisition module, for the Internet data of the online user of Real-time Collection mobile interchange;
Identification module, for adopting default webpage whereabouts identification storehouse or default application identification storehouse, described Internet data is identified, determine the use label of user, described use label comprises: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type;
Statistical module, for according to described use label, adds up webpages all types of in preset time period and applies number of times that is accessed by the user or that use;
Determination module, for number of times that is accessed by the user with application according to webpages all types of in preset time period or that use, determines the behavioural characteristic of described user;
Putting module, for throwing in advertisement according to the behavioural characteristic of described user to user.
In the present invention, by the Internet data of the online user of Real-time Collection mobile interchange; Default webpage whereabouts identification storehouse or default application identification storehouse is adopted to identify Internet data, determine the use label of user, use label to comprise: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type; According to use label, add up webpages all types of in preset time period and apply number of times that is accessed by the user or that use; Number of times accessed by the user with application according to webpages all types of in preset time period or use, determines the behavioural characteristic of user; Determine which user to throw in advertisement to according to the behavioural characteristic of user, throw in which advertisement to user, thus advertisement can be thrown in for the interest of user, improve the efficiency of advertisement putting.
Accompanying drawing explanation
Fig. 1 is the process flow diagram of an advertisement placement method provided by the invention embodiment;
Fig. 2 is the process flow diagram of another embodiment of advertisement placement method provided by the invention;
Fig. 3 is the process flow diagram of another embodiment of advertisement placement method provided by the invention;
Fig. 4 is the structural representation of an advertisement delivery device provided by the invention embodiment.
Embodiment
For making the object of the embodiment of the present invention, technical scheme and advantage clearly, below in conjunction with the accompanying drawing in the embodiment of the present invention, technical scheme in the embodiment of the present invention is clearly and completely described, obviously, described embodiment is the present invention's part embodiment, instead of whole embodiments.Based on the embodiment in the present invention, those of ordinary skill in the art, not making the every other embodiment obtained under creative work prerequisite, belong to the scope of protection of the invention.
Fig. 1 is the process flow diagram of an advertisement placement method provided by the invention embodiment, as shown in Figure 1, comprising:
101, the Internet data of the online user of Real-time Collection mobile interchange.
The executive agent of advertisement placement method provided by the invention is advertisement delivery device, process software or disposal system etc. that advertisement delivery device is specifically as follows the webserver or is placed on the webserver.
Wherein, advertisement delivery device specifically can by the Internet data of the gn interface Real-time Collection user of mobile Internet, gn interface refers to Serving GPRS Support Node (Serving GPRS SupportNode, SGSN) interface and between Gateway GPRS Support Node (Gateway GPRS Support Node, GGSN).User specifically can refer to the user using computer, smart mobile phone, car-mounted terminal etc.
Particularly, after advertisement delivery device collects the Internet data of the online user of mobile interchange, deep packet inspection technical equipment (Deep Packet Inspection can be passed through, DPI) signaling and service resolution, synthesis are carried out to the Internet data of user, generate the detailed unirecord of mobile subscriber's surfing flow of business granularity.The detailed unirecord of mobile subscriber's surfing flow of business granularity stores with the packet of business granularity.
102, the webpage whereabouts identification storehouse of presetting or default application identification storehouse is adopted to identify Internet data, determine the use label of user, use label comprises: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type.
Particularly, advertisement delivery device can adopt default webpage whereabouts identification storehouse or default application identification storehouse to identify the detailed unirecord of mobile subscriber's surfing flow that deep packet inspection technical equipment DPI generates, and determines the use label of the user of the packet for business granularity.
Wherein, specifically can comprise in the webpage whereabouts identification storehouse of presetting: the identification marking of each webpage and type.Before step 102, the method for building up in the webpage whereabouts identification storehouse of presetting is specifically as follows: adopt crawler system to capture the content of each webpage on the net from mobile interchange, according to identification marking and the type of the content determination webpage of webpage, set up webpage whereabouts identification storehouse according to the identification marking of webpage and type.Advertisement delivery device adopts crawler system to capture the content of each webpage on the net from mobile interchange, it can be the content of each webpage in the Internet data of user in step 101, also before can being step 101, the content of each webpage the network data in history of the user captured on the net from mobile interchange, does not limit the source of the content of each webpage that crawler system captures herein.
Advertisement delivery device specifically can obtain web page contents from the Internet data of user, judge whether web page contents mates with certain identification marking in the webpage whereabouts identification storehouse of presetting, if the identification marking of certain webpage in the webpage whereabouts identification storehouse of presetting mates with above-mentioned web page contents, then determine that the use label of user is: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type.Wherein, user ID be specifically as follows subscriber phone number or international mobile subscriber identity (IMSI:International Mobile Subscriber IdentificationNumber, IMSI) etc. can the mark of unique identification user.
Wherein, the application identification storehouse of presetting specifically can comprise: the mark of each application and type.Before step 102, the method for building up in the application identification storehouse of presetting can be: adopt crawler system to capture the flow bag of each application on the net from mobile interchange, the content of user agent USERAGENT field, uniform resource position mark URL feature field or IP field is obtained from the flow bag of each application, determine mark and the type of application according to the content of user agent USERAGENT field, uniform resource position mark URL feature field or IP field, set up application identification storehouse according to the mark applied and type.
Advertisement delivery device specifically can obtain the flow bag of each application from the Internet data of user, user agent USERAGENT field is obtained from flow bag, the content of uniform resource position mark URL feature field or IP field, determine the mark applied in the Internet data of user, this mark is mated with the mark in the application identification storehouse of presetting, if the application identification storehouse of presetting comprises the mark applied in the Internet data of user, then determine that the use label of user is: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type.
103, according to use label, add up webpages all types of in preset time period and apply number of times that is accessed by the user or that use.
Wherein, webpages all types of in preset time period and application accessed by the user or use number of times, refer to webpage of the same type and application accessed by the user or use total degree.
104, according to webpages all types of in preset time period and apply accessed by the user or use number of times, determine the behavioural characteristic of user.
Particularly, according to webpages all types of in preset time period and application accessed by the user or use number of times, can determine all types of webpages and application accessed by the user or use frequency.When the webpage frequency accessed by the user with application or that use of certain type is greater than default threshold value, the type is defined as the behavioural characteristic of user.Such as, when the webpage relevant to stock and application frequency accessed by the user or that use are greater than default threshold value, stock is defined as the behavioural characteristic of user.Wherein, a user can possess multiple behavioural characteristic.
105, advertisement is thrown according to the behavioural characteristic of user to user.
In the present embodiment, by the Internet data of the online user of Real-time Collection mobile interchange; Default webpage whereabouts identification storehouse or default application identification storehouse is adopted to identify Internet data, determine the use label of user, use label to comprise: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type; According to use label, add up webpages all types of in preset time period and apply number of times that is accessed by the user or that use; Number of times accessed by the user with application according to webpages all types of in preset time period or use, determines the behavioural characteristic of user; Determine which user to throw in advertisement to according to the behavioural characteristic of user, throw in which advertisement to user, thus advertisement can be thrown in for the interest of user, improve the efficiency of advertisement putting.
Fig. 2 is the process flow diagram of another embodiment of advertisement placement method provided by the invention, and as shown in Figure 2, on basis embodiment illustrated in fig. 1, step 105 specifically can comprise:
1051, from the mobile phone terminal webpage or APP of user, read user ID and the demand information of user.
Particularly, the demand information of user is specifically as follows the topic that the users such as economy, politics, stock, entertainment news, hot news, physical culture pay close attention to.
1052, information according to demand, determines the behavioural characteristic of mating with demand information.
Such as, if the demand information of user is economical topics, then the behavioural characteristic of mating with demand information is for economical.Particularly, after advertisement delivery device determines the behavioural characteristic of each user in step 104, user feature database can be set up according to the behavioural characteristic of each user and mark.After advertisement delivery device receives demand information, can inquiring user property data base, determine the behavioural characteristic of mating with demand information.
1053, determine the advertisement of mating with behavioural characteristic according to behavioural characteristic, the advertisement of mating with behavioural characteristic is thrown in user by the mobile phone terminal webpage of user or APP.
Particularly, advertisement delivery device can inquire about the advertisement that each advertiser that prestores issues, and judges that the behavioural characteristic of which advertisement and user matches, by the advertisement putting that matches with behavioural characteristic to user.In addition, if the behavioural characteristic of not mating with the demand information of user, then advertisement delivery device does not send input advertisement to user.
Or as shown in Figure 3, Fig. 3 is the process flow diagram of another embodiment of advertisement placement method provided by the invention, and on basis embodiment illustrated in fig. 1, step 105 specifically can comprise:
1054, the mobile phone terminal webpage of user or the user ID of APP transmission is received.
1055, according to user ID inquiring user property data base, determine that the behavioural characteristic that user ID is corresponding, user feature database comprise behavioural characteristic and the mark of each user.
1056, determine the advertisement of mating with behavioural characteristic according to behavioural characteristic, the advertisement of mating with behavioural characteristic is thrown in user by the mobile phone terminal webpage of user or APP.
Wherein, advertisement delivery device can inquire about default advertiser demand storehouse, determine that user that hope purpose has a behavior feature throws in the advertiser of advertisement, then according to the behavioural characteristic of user, the advertisement of mating with behavioural characteristic is inquired about from the advertisement of advertiser, such as, the advertiser of stock series advertisements may only to stock invester's releasing advertisements, then the customer group that the advertiser of stock series advertisements determines has identical behavioural characteristic: stock.
In the present embodiment, by the Internet data of the online user of Real-time Collection mobile interchange; Default webpage whereabouts identification storehouse or default application identification storehouse is adopted to identify Internet data, determine the use label of user, use label to comprise: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type; According to use label, add up webpages all types of in preset time period and apply number of times that is accessed by the user or that use; Number of times accessed by the user with application according to webpages all types of in preset time period or use, determines the behavioural characteristic of user; Which determine user to throw in advertisement to according to the behavioural characteristic of user and/or default advertiser demand storehouse, the advertisement of which advertiser is thrown in user, thus advertisement can be thrown in for the demand of the interest of user and advertiser, improve the efficiency of advertisement putting.
One of ordinary skill in the art will appreciate that: all or part of step realizing above-mentioned each embodiment of the method can have been come by the hardware that programmed instruction is relevant.Aforesaid program can be stored in a computer read/write memory medium.This program, when performing, performs the step comprising above-mentioned each embodiment of the method; And aforesaid storage medium comprises: ROM, RAM, magnetic disc or CD etc. various can be program code stored medium.
Fig. 4 is the structural representation of an advertisement delivery device provided by the invention embodiment, as shown in Figure 4, comprising:
Acquisition module 41, for the Internet data of the online user of Real-time Collection mobile interchange;
Identification module 42, for adopting default webpage whereabouts identification storehouse or default application identification storehouse, Internet data is identified, determine the use label of user, use label comprises: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type;
Statistical module 43, for according to use label, adds up webpages all types of in preset time period and applies number of times that is accessed by the user or that use;
Determination module 44, for number of times that is accessed by the user with application according to webpages all types of in preset time period or that use, determines the behavioural characteristic of user;
Putting module 45, throws in advertisement for the behavioural characteristic according to user to user.
Further, advertisement delivery device, can also comprise: handling module;
Determination module 44 adopts default webpage whereabouts identification storehouse or default application identification storehouse to identify Internet data, before determining the use label of user, handling module is used for, crawler system is adopted to capture the content of each webpage on the net from mobile interchange, according to identification marking and the type of the content determination webpage of webpage, set up webpage whereabouts identification storehouse according to the identification marking of webpage and type.
Further, determination module 44 adopts default webpage whereabouts identification storehouse or default application identification storehouse to identify Internet data, before determining the use label of user, handling module also for, crawler system is adopted to capture the flow bag of each application on the net from mobile interchange, user agent USERAGENT field is obtained from the flow bag of each application, the content of uniform resource position mark URL feature field or IP field, according to user agent USERAGENT field, the content of uniform resource position mark URL feature field or IP field determines mark and the type of application, application identification storehouse is set up according to the mark applied and type.
Further, putting module 45 specifically for,
User ID and the demand information of user is read from the mobile phone terminal webpage or APP of user; Information according to demand, determines the behavioural characteristic of mating with demand information; Determine the advertisement of mating with behavioural characteristic according to behavioural characteristic, the advertisement of mating with behavioural characteristic is thrown in user by the mobile phone terminal webpage of user or APP.
Or,
Putting module 45 specifically for,
Receive the mobile phone terminal webpage of user or the user ID of APP transmission; According to user ID inquiring user property data base, determine that the behavioural characteristic that user ID is corresponding, user feature database comprise behavioural characteristic and the mark of each user; Determine the advertisement of mating with behavioural characteristic according to behavioural characteristic, the advertisement of mating with behavioural characteristic is thrown in user by the mobile phone terminal webpage of user or APP.
In the present embodiment, by the Internet data of the online user of Real-time Collection mobile interchange; Default webpage whereabouts identification storehouse or default application identification storehouse is adopted to identify Internet data, determine the use label of user, use label to comprise: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type; According to use label, add up webpages all types of in preset time period and apply number of times that is accessed by the user or that use; Number of times accessed by the user with application according to webpages all types of in preset time period or use, determines the behavioural characteristic of user; Determine which user to throw in advertisement to according to the behavioural characteristic of user, throw in which advertisement to user, thus advertisement can be thrown in for the interest of user, improve the efficiency of advertisement putting.
Last it is noted that above each embodiment is only in order to illustrate technical scheme of the present invention, be not intended to limit; Although with reference to foregoing embodiments to invention has been detailed description, those of ordinary skill in the art is to be understood that: it still can be modified to the technical scheme described in foregoing embodiments, or carries out equivalent replacement to wherein some or all of technical characteristic; And these amendments or replacement, do not make the essence of appropriate technical solution depart from the scope of various embodiments of the present invention technical scheme.
Claims (10)
1. an advertisement placement method, is characterized in that, comprising:
The Internet data of the online user of Real-time Collection mobile interchange;
Default webpage whereabouts identification storehouse or default application identification storehouse is adopted to identify described Internet data, determine the use label of user, described use label comprises: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type;
According to described use label, add up webpages all types of in preset time period and apply number of times that is accessed by the user or that use;
Number of times accessed by the user with application according to webpages all types of in preset time period or use, determines the behavioural characteristic of described user;
Behavioural characteristic according to described user throws in advertisement to user.
2. method according to claim 1, is characterized in that, the webpage whereabouts identification storehouse that described employing is preset or default application identification storehouse identify described Internet data, before determining the use label of user, also comprise:
Adopt crawler system to capture the content of each webpage on the net from mobile interchange, according to identification marking and the type of the content determination webpage of described webpage, set up described webpage whereabouts identification storehouse according to the identification marking of described webpage and type.
3. method according to claim 2, is characterized in that, the webpage whereabouts identification storehouse that described employing is preset or default application identification storehouse identify described Internet data, before determining the use label of user, also comprise:
Crawler system is adopted to capture the flow bag of each application on the net from mobile interchange, the content of user agent USERAGENT field, uniform resource position mark URL feature field or IP field is obtained from the flow bag of described each application, determine the mark applied and type according to the content of user agent USERAGENT field, uniform resource position mark URL feature field or IP field, set up described application identification storehouse according to the mark of described application and type.
4. method according to claim 1, is characterized in that, the described behavioural characteristic according to user throws in advertisement to user, comprising:
User ID and the demand information of user is read from the mobile phone terminal webpage or APP of described user;
According to described demand information, determine and the behavioural characteristic that described demand information mates;
Determine and the advertisement that described behavioural characteristic is mated according to described behavioural characteristic, the advertisement of mating with described behavioural characteristic is thrown in described user by the mobile phone terminal webpage of described user or APP.
5. method according to claim 1, is characterized in that, described according to webpages all types of in preset time period and application accessed by the user or use number of times, after determining the behavioural characteristic of described user, also comprise:
User feature database is set up according to the behavioural characteristic of user described in each and mark;
The described behavioural characteristic according to user each in user feature database throws in advertisement to user, also comprises:
Receive the mobile phone terminal webpage of described user or the user ID of APP transmission;
Inquire about described user feature database according to described user ID, determine the behavioural characteristic that described user ID is corresponding;
Determine and the advertisement that described behavioural characteristic is mated according to described behavioural characteristic, the advertisement of mating with described behavioural characteristic is thrown in described user by the mobile phone terminal webpage of described user or APP.
6. an advertisement delivery device, is characterized in that, comprising:
Acquisition module, for the Internet data of the online user of Real-time Collection mobile interchange;
Identification module, for adopting default webpage whereabouts identification storehouse or default application identification storehouse, described Internet data is identified, determine the use label of user, described use label comprises: user ID, the webpage that user accesses or the application used, access time or service time, and webpage or application belonging to type;
Statistical module, for according to described use label, adds up webpages all types of in preset time period and applies number of times that is accessed by the user or that use;
Determination module, for number of times that is accessed by the user with application according to webpages all types of in preset time period or that use, determines the behavioural characteristic of described user;
Putting module, for throwing in advertisement according to the behavioural characteristic of described user to user.
7. device according to claim 6, is characterized in that, also comprises: handling module;
Described determination module adopts default webpage whereabouts identification storehouse or default application identification storehouse to identify described Internet data, and before determining the use label of user, described handling module is used for,
Adopt crawler system to capture the content of each webpage on the net from mobile interchange, according to identification marking and the type of the content determination webpage of described webpage, set up described webpage whereabouts identification storehouse according to the identification marking of described webpage and type.
8. device according to claim 7, is characterized in that, described determination module adopts the webpage whereabouts identification storehouse of presetting or default application identification storehouse to identify described Internet data, before determining the use label of user, described handling module also for,
Crawler system is adopted to capture the flow bag of each application on the net from mobile interchange, the content of user agent USERAGENT field, uniform resource position mark URL feature field or IP field is obtained from the flow bag of described each application, determine the mark applied and type according to the content of user agent USERAGENT field, uniform resource position mark URL feature field or IP field, set up described application identification storehouse according to the mark of described application and type.
9. device according to claim 6, is characterized in that, described putting module specifically for,
User ID and the demand information of user is read from the mobile phone terminal webpage or APP of described user;
According to described demand information, determine and the behavioural characteristic that described demand information mates;
Determine and the advertisement that described behavioural characteristic is mated according to described behavioural characteristic, the advertisement of mating with described behavioural characteristic is thrown in described user by the mobile phone terminal webpage of described user or APP.
10. device according to claim 6, is characterized in that, described putting module specifically for,
Receive the mobile phone terminal webpage of described user or the user ID of APP transmission;
Inquire about described user feature database according to described user ID, determine the behavioural characteristic that described user ID is corresponding;
Determine and the advertisement that described behavioural characteristic is mated according to described behavioural characteristic, the advertisement of mating with described behavioural characteristic is thrown in described user by the mobile phone terminal webpage of described user or APP.
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