CN105139233A - Advertisement putting method, device, and system - Google Patents
Advertisement putting method, device, and system Download PDFInfo
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- CN105139233A CN105139233A CN201510553033.3A CN201510553033A CN105139233A CN 105139233 A CN105139233 A CN 105139233A CN 201510553033 A CN201510553033 A CN 201510553033A CN 105139233 A CN105139233 A CN 105139233A
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Abstract
The invention discloses an advertisement putting method, device, and system and relates to the technical field of page advertisements. The method, the device, and the system mainly aim at accurately putting advertisements and increasing advertisement comprehensive benefits. The method comprises that a webpage end sends the identifier information and the ranking characteristic information of each advertisement position in a webpage to a server; after receiving the identifier information and the ranking characteristic information, the server computes an anticipated benefit value, at each advertisement position, of an advertisement according to an advertisement characteristic value, user characteristic information, webpage context characteristic information, and the ranking characteristic information, and allocates an advertisement, with the highest anticipated benefit value relative to a certain advertisement position, to the certain advertisement position, and sends the advertisements to the webpage end; after receiving the advertisements, the webpage end puts the advertisements corresponding to advertisement positions at the corresponding advertisement positions. The method, the device, and the system are used in accurate webpage advertisement putting processes.
Description
Technical field
The present invention relates to page ad technical field, particularly relate to a kind of advertisement placement method, Apparatus and system.
Background technology
Along with the development of internet, for user provides increasing facility in the network platform, as at enterprising product, the service transacting etc. of doing business of network, and how can make commodity, serve and widely to be known by other people and understand, be a kind of good way of promotion by throwing in advertisement on webpage.At present, existing advertisement putting mode is general in the following way, which is specially: for each advertisement stored in advertisement base, carries out the expection benefit value that COMPREHENSIVE CALCULATING obtains this advertisement by logistic regression, neural network, collaborative filtering scheduling algorithm to information such as the characteristic information of advertisement own, user's characteristic information, webpage contextual features.From advertisement base, choose the higher N bar advertisement of expection benefit value, the N bar advertisement chosen to be thrown in webpage on the N number of advertisement position from high to low of position according to expection benefit value order from big to small successively.
When stating technical scheme on the implementation, inventor finds, by N bar advertisement higher for the expection benefit value selected, simply advertisement is thrown in position N number of advertisement position from high to low to webpage successively according to expection benefit value order from big to small, make current advertisement putting mode inaccurate, comprehensive income is not very high.
Summary of the invention
In view of this, a kind of advertisement placement method provided by the invention, Apparatus and system, fundamental purpose is to throw in advertisement more accurately, improves advertisement comprehensive income.
For achieving the above object, the invention provides following technical scheme:
On the one hand, the invention provides a kind of advertisement placement method, comprising:
Advertisement allocation request message is sent to server, identification information and the ranking characteristic information of each advertisement position arranged in webpage is comprised, so that server is that described each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of described each advertisement position in described advertisement allocation request message; Wherein, described ranking characteristic information identifies the value height of corresponding advertisement position;
Receive the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position;
According to described identification information by the advertisement putting of correspondence on each self-corresponding advertisement position.
On the one hand, the present invention also provides a kind of advertisement placement method, comprising:
Receive the advertisement allocation request message that page end sends, comprise identification information and the ranking characteristic information of each advertisement position in traversal webpage in described advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position;
Calculate the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and be that each advertisement position described distributes relative this advertisement position expection benefit value the highest advertisement;
Send advertisement assignment information to page end, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
On the other hand, the invention provides a kind of page end, comprising:
Transmitting element, for sending advertisement allocation request message to server, identification information and the ranking characteristic information of each advertisement position arranged in webpage is comprised, so that server is that described each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of described each advertisement position in described advertisement allocation request message; Wherein, described ranking characteristic information identifies the value height of corresponding advertisement position;
Receiving element, for receiving the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position;
Advertisement putting unit, for according to described identification information by the advertisement putting of correspondence to each self-corresponding advertisement position.
On the other hand, the present invention also provides a kind of server, comprising:
Receiving element, for receiving the advertisement allocation request message that page end sends, comprise identification information and the ranking characteristic information of each advertisement position in traversal webpage in advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position;
Advertisement allocation units, for calculating the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and be that each advertisement position described distributes relative this advertisement position expection benefit value the highest advertisement;
Transmitting element, for sending advertisement assignment information to page end, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
Again on the one hand, the present invention also provides a kind of advertisement delivery system, comprising:
Page end as above; With server as above.
Advertisement placement method provided by the invention, Apparatus and system, when distributing advertisement for each advertisement position in webpage, when carrying out the choosing of advertisement, selection is calculated respectively for each advertisement position, and what select is for the highest advertisement of this advertisement position expection benefit value, instead of arbitrarily distribute, can guarantee that it is maximum for throwing at the financial value of the advertisement of this advertisement position like this.In addition, when calculating the expection benefit value of advertisement on each advertisement position, compared with prior art, adding the Ranking Information of advertisement position, making the expection benefit value that calculates more accurate.Therefore, technical solution of the present invention can guarantee that the ad revenue value of throwing on default advertisement position is the highest on the whole, thus improves the accuracy of advertisement putting.
Above-mentioned explanation is only the general introduction of technical solution of the present invention, in order to technological means of the present invention can be better understood, and can be implemented according to the content of instructions, and can become apparent, below especially exemplified by the specific embodiment of the present invention to allow above and other objects of the present invention, feature and advantage.
Accompanying drawing explanation
By reading hereafter detailed description of the preferred embodiment, various other advantage and benefit will become cheer and bright for those of ordinary skill in the art.Accompanying drawing only for illustrating the object of preferred implementation, and does not think limitation of the present invention.And in whole accompanying drawing, represent identical parts by identical reference symbol.In the accompanying drawings:
Fig. 1 shows the process flow diagram of the advertisement placement method of the page end that the embodiment of the present invention provides;
Fig. 2 shows the process flow diagram of the advertisement placement method of the server side that the embodiment of the present invention provides;
Fig. 3 shows the composition frame chart of a kind of page end that the embodiment of the present invention provides;
Fig. 4 shows the composition frame chart of the another kind of page end that the embodiment of the present invention provides;
Fig. 5 shows the composition frame chart of a kind of server that the embodiment of the present invention provides;
Fig. 6 shows the composition frame chart of the another kind of server that the embodiment of the present invention provides;
Fig. 7 shows the composition frame chart of a kind of server that the embodiment of the present invention provides;
Fig. 8 shows the composition frame chart of a kind of advertisement delivery system that the embodiment of the present invention provides.
Embodiment
Below with reference to accompanying drawings exemplary embodiment of the present disclosure is described in more detail.Although show exemplary embodiment of the present disclosure in accompanying drawing, however should be appreciated that can realize the disclosure in a variety of manners and not should limit by the embodiment set forth here.On the contrary, provide these embodiments to be in order to more thoroughly the disclosure can be understood, and complete for the scope of the present disclosure can be conveyed to those skilled in the art.
The embodiment of the present invention provides a kind of advertisement placement method, and the method is the method for page end, as shown in Figure 1, specifically comprises:
101, advertisement allocation request message is sent to server, identification information and the ranking characteristic information of each advertisement position in webpage is comprised, so that server is that each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of each advertisement position in described advertisement allocation request message.
In order to carry out the input of advertisement, generally can arrange multiple advertisement position in webpage, each advertisement position has oneself identification information, for being different from other advertisement position, this identification information can but be not defined as No. ID, advertisement position.In addition, the position that in webpage, advertisement position is arranged, browse custom, boldness etc. therefore based on web page user is daily, make the advertisement of diverse location have different value, such as, the advertisement position of webpage center position is the most eye-catching, and its value is higher; And on the bottom of webpage or most limit, not eye-catching due to it, its value is lower.Be worth the setting of rule according to some, generally can arrange to advertisement position the ranking characteristic information that an identified ad position is worth height, this ranking characteristic information can be but be not limited to ranking sequence number.This ranking characteristic information can set when arranging advertisement position, and also can when in use, arrange, the concrete embodiment of the present invention does not limit this.
Web advertisement the most frequently used at present has Banner, button advertisement, mail tabulation advertisement and derives the more original internet advertising format of renewal by it.Based on different advertisement forms, the form that arranges of this advertisement position is also different, such as Banner, and it sets up image file with forms such as GIF, JPG, is placed in the page, includes banner Banner and vertical Banner.Size is generally 468*60 pixel.It is the agate line retained for advertising on website, once clicked, netizen can be taken to the website of advertiser, or show certain sales promotion information or other information, such as button advertisement again, button advertisement size has four kinds: 125*125,120*90,120*60,88*31 (unit: pixel).Be distributed in webpage, position is generally located at below vertical Banner and network gateway, also has interlaced position.
Before webpage loads, need the advertisement position determining this webpage is arranged all to need to throw in which advertisement, therefore, need to travel through the advertisement position arranged in webpage, obtain identification information and the ranking characteristic information of each advertisement position.
Here it should be noted that, server side has advertisement base, stores the advertisement of all inputs in advertisement base.The advertisement of throwing in provides for want advertisement direction webpage, and it comprises the characteristic information of advertisement itself, such as field, type, service group, input duration, input mode etc.
Wherein, server according to the ranking characteristic information of each advertisement position be each advertisement position distribute the highest advertisement of relative this advertisement position expection benefit value time, can adopt but be not limited to following mode, which comprises: sort to the advertisement position received by described ranking characteristic information order from high to low; According to the order sequenced, one by one according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of advertisement in each advertisement position not selected in advertisement base; From the expection benefit value calculated, select the highest advertisement position of expection benefit value to be defined as the advertisement of corresponding advertisement position, and AD tagged for selecting advertisement by what determine.
102, receive the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of each advertisement position and advertising message corresponding to each advertisement position.
Server can calculate respectively for each advertisement position and distribute an advertisement, and this advertising message can be the identification information of advertisement, and can be concrete advertising message, the embodiment of the present invention limit this.When it is identification information, it can be but be not limited to the ID of advertisement.The identification information of the advertisement position comprised in described advertisement assignment information and advertising message one_to_one corresponding.
103, according to described identification information by the advertisement putting of correspondence on each self-corresponding advertisement position.
Further, as described in step 101, because this ranking characteristic information can pre-set, also can arrange in the process performed, so the advertisement position arranged in traversal webpage, when obtaining identification information and the ranking characteristic information of each advertisement position, realize can adopt but be not limited to following mode, the method comprises:
When the advertisement position in webpage does not arrange ranking characteristic information in advance, comprise: according to the advertisement position arranged in the value order traversal webpage from high to low of advertisement position, according to ranking characteristic information from high to low, the advertisement position traversed is identified, obtain identification information and the ranking characteristic information of each advertisement position; Wherein, the value of advertisement position order from high to low can for but the order be not limited on web placement from high to low.
When the advertisement position in webpage pre-sets ranking characteristic information, comprising: the advertisement position arranged in traversal webpage, often traverses the beacon information that an advertisement position obtains corresponding advertisement position and the ranking characteristic information pre-seted.
The embodiment of the present invention also provides a kind of advertisement placement method, and the method is the method for server side, as shown in Figure 2, specifically comprises:
201, receive the advertisement allocation request message that page end sends, comprise identification information and the ranking characteristic information of each advertisement position in traversal webpage in described advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position.
Wherein, about the identification information of each advertisement position and the associated description of ranking characteristic information, can the corresponding embodiment of reference diagram 1 correspondence describe, the embodiment of the present invention will repeat no more herein.
202, calculate the expection benefit value of advertisement on each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and expect for each advertisement position distributes this advertisement position relative the advertisement that benefit value is the highest.
Wherein, about the associated description of the eigenwert of advertisement own, can associated description in refer step 102, the embodiment of the present invention will repeat no more herein.User's characteristic information can be but be not limited to user type, age of user, user's sex, user area etc., and concrete specifically can be arranged according to real needs, and the embodiment of the present invention does not limit this.Webpage contextual feature information can be but the spacing etc. be not limited between page layout, context, and the concrete embodiment of the present invention does not also limit this.
203, send advertisement assignment information to page end, described advertisement assignment information comprises the identification information of each advertisement position and advertising message corresponding to each advertisement position.
Further, the expection benefit value of advertisement on each advertisement position is calculated according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and for each advertisement position distribute the highest advertisement of relative this advertisement position expection benefit value time, can adopt and singly be not limited to following method realization, specifically comprise:
1, by described ranking characteristic information order from high to low, the advertisement position received is sorted.
The embodiment of the present invention with ranking characteristic information for sequence number is in order to be described.Such as, suppose to there are 10 advertisement positions in webpage, be respectively N1-----N10, wherein, the sequence number of N1 is 1, the sequence number of the sequence number of the sequence number of N2 to be the sequence number of 3, N3 be 4, N4 to be the sequence number of 8, N5 be 10, N6 is 2, the sequence number of the sequence number of N7 to be the sequence number of 5, N8 be 9, N9 is the sequence number of 7, N10 is 6; Carry out sequence by described ranking characteristic information order from high to low to the advertisement position received to obtain: N1N6N2N3N7N10N9N4N8N5.Advertisement base set is M1------Mn.
2, according to the order sequenced, one by one according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of advertisement in each advertisement position not selected in advertisement base.
3, from the expection benefit value calculated, select the highest advertisement of expection benefit value to be defined as the advertisement of corresponding advertisement position, and AD tagged for selecting advertisement by what determine.
According to the above-mentioned order sequenced, first the expection benefit value of advertisement on advertisement position N1 is calculated, specifically be calculated as: according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of each advertisement in this NI advertisement position not selected in advertisement base, namely calculate the expection benefit value of each advertisement in this NI advertisement position in M1M2------Mn.And then perform step 3, from the expection benefit value calculated, select the highest advertisement position of expection benefit value to be defined as the advertisement of corresponding advertisement position, it is maximum that such as this time obtains the expection benefit value of advertisement Mn on this advertisement position of N1 in calculating, then Mn is defined as rendering to the advertisement on advertisement position N1, and the advertisement Mn determined is labeled as selected advertisement.
After completing the choosing of NI advertisement position advertisement, then choosing of N6 advertisement position advertisement is carried out, be specially: according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of each advertisement in this N6 advertisement position not selected in advertisement base.Advertisement not selected in this advertisement base is the advertisement beyond removing Mn, namely calculates the expection benefit value of each advertisement in this N6 advertisement position in M1M2------Mn-1.And then perform step 3, from the expection benefit value calculated, select the highest advertisement position of expection benefit value to be defined as the advertisement of corresponding advertisement position, it is maximum that such as this time obtains the expection benefit value of advertisement Mn-1 on this advertisement position of N6 in calculating, then Mn-1 is defined as rendering to the advertisement on advertisement position N6, and the advertisement Mn-1 determined is labeled as selected advertisement.
After completing the choosing of N6 advertisement position advertisement, then choosing of N2 advertisement position advertisement is carried out, be specially: according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of each advertisement in this N2 advertisement position not selected in advertisement base.Advertisement not selected in this advertisement base is the advertisement beyond removing Mn and Mn-1, namely calculates the expection benefit value of each advertisement in this N2 advertisement position in M1M2------Mn-2.And then perform step 3, from the expection benefit value calculated, select the highest advertisement position of expection benefit value to be defined as the advertisement of corresponding advertisement position, such as, obtain the expection benefit value of advertisement M1 on this advertisement position of N2 during this time calculates maximum, then M1 is defined as rendering to the advertisement on advertisement position N2, and the advertisement M1 determined is labeled as selected advertisement.
Determine one by one to render to the advertisement on each advertisement position according to above-mentioned sequence.Choosing of other advertisement position advertisements is carried out according to the method described above, and the embodiment of the present invention will repeat no more.
Wherein, on above-mentioned calculating advertisement position, the pre-defined algorithm of each advertisement expection benefit value can be but be not limited to logistic regression, neural network, collaborative filtering scheduling algorithm, and the concrete embodiment of the present invention does not limit this.
Further, after execution said method selectes the advertisement of each advertisement position input, can mark, mark it and be selected corresponding advertisement, follow-up l position will not proceed calculating and the selection of expection benefit value again.Based on this, the embodiment of the present invention is before carrying out advertisement putting, and also comprising AD tagged in advertisement base is selected advertisement.Wherein, when marking advertisement, the form embodiment of the present invention of concrete mark does not limit, as long as it is selected for clearly can distinguishing which type of advertisement, which type of advertisement is selected.Such as, not selecting AD tagged is 0, and selecting AD tagged is 1.
Based on the method for above-mentioned page end, the embodiment of the present invention provides a kind of page end, and as shown in Figure 3, this page end comprises:
Transmitting element 31, for sending advertisement allocation request message to server, identification information and the ranking characteristic information of each advertisement position arranged in webpage is comprised, so that server is that described each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of described each advertisement position in described advertisement allocation request message; Wherein, described ranking characteristic information identifies the value height of corresponding advertisement position; .
Receiving element 32, for receiving the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
Advertisement putting unit 32, for according to described identification information by the advertisement putting of correspondence to each self-corresponding advertisement position.
Further, before webpage loads, the advertisement position determining this webpage is arranged is needed all to need to throw in which advertisement, therefore, this page end as shown in Figure 4, also comprises acquiring unit 34, for traveling through the advertisement position arranged in webpage, obtain identification information and the ranking characteristic information of each advertisement position, described ranking characteristic information identifies the value height of corresponding advertisement position.Wherein, described ranking characteristic information mark can be but be not limited to ranking sequence number.
Further, as described in step 101, because this ranking characteristic information can pre-set, also can arrange in the process performed, so in traversal webpage the advertisement position that arranges, when acquiring unit 31 obtains identification information and the ranking characteristic information of each advertisement position, realize can adopt but be not limited to following mode, as shown in Figure 4, described acquiring unit 34 comprises:
First acquisition module 341, for when the advertisement position in webpage does not arrange ranking characteristic information in advance, according to the advertisement position arranged in the value order traversal webpage from high to low of advertisement position, according to ranking characteristic information from high to low, the advertisement position traversed is identified, obtain identification information and the ranking characteristic information of each advertisement position.
And/or second acquisition module 342, for when the advertisement position in webpage pre-sets ranking characteristic information, the advertisement position arranged in traversal webpage, often traverses the beacon information that an advertisement position obtains corresponding advertisement position and the ranking characteristic information pre-seted.
Based on the method for above-mentioned server side, the embodiment of the present invention also provides a kind of server, and as shown in Figure 5, this server comprises:
Receiving element 41, for receiving the advertisement allocation request message that page end sends, identification information and the ranking characteristic information of each advertisement position in traversal webpage is comprised in advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position, wherein, described ranking characteristic information mark can be but be not limited to ranking sequence number.
Advertisement allocation units 42, for calculating the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and be that each advertisement position described distributes relative this advertisement position expection benefit value the highest advertisement.
Transmitting element 43, for sending advertisement assignment information to page end, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
Further, as shown in Figure 6, described advertisement allocation units 42 comprise:
Order module 421, for sorting to the advertisement position received according to described ranking characteristic information order from high to low;
Computing module 422, for according to the order sequenced, one by one according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of advertisement in each advertisement position not selected in advertisement base;
Distribution module 423, for the advertisement selecting the highest advertisement of expection benefit value to be defined as corresponding advertisement position from the expection benefit value calculated;
Mark module 424, for AD tagged for selecting advertisement by what determine.
Further, after the advertisement performing above-mentioned selected each advertisement position input, can mark corresponding advertisement, mark it and be selected, follow-up l position will not proceed calculating and the selection of expection benefit value again.Based on this, the embodiment of the present invention, before carrying out advertisement putting, as shown in Figure 7, also comprises: indexing unit 44, for before carrying out advertisement putting, is selected advertisement by AD tagged in advertisement base.
The embodiment of the present invention also provides a kind of advertisement delivery system, and as shown in Figure 8, this advertisement delivery system comprises:
Page end 51 as above; With server 52 as above.
It should be noted that, about the associated description of page end 51 and server 52, can with reference to the associated description in said method and device terminal, the embodiment of the present invention will repeat no more herein.
In the embodiment of the present invention, when distributing advertisement for each advertisement position in webpage, when carrying out the choosing of advertisement, selection is calculated respectively for each advertisement position, and what select is for the highest advertisement of this advertisement position expection benefit value, instead of arbitrarily distribute, can guarantee that it is maximum for throwing at the financial value of the advertisement of this advertisement position like this.In addition, when calculating the expection benefit value of advertisement on each advertisement position, compared with prior art, adding the Ranking Information of advertisement position, making the expection benefit value that calculates more accurate.Therefore, technical solution of the present invention can guarantee that the ad revenue value of throwing on default advertisement position is the highest on the whole, thus improves the accuracy of advertisement putting.
And in the embodiment of the present invention, be labeled as before advertisement putting and do not selected, facilitate advertisement position to select; To be marked as selected once selected, other advertisement positions can not carry out repeating to select again, when advertisement putting is selected, cheer and bright, avoid repeating selected operation, also provide the accuracy of advertisement putting to a certain extent.
The invention discloses A11, a kind of advertisement placement method, comprising:
Advertisement allocation request message is sent to server, identification information and the ranking characteristic information of each advertisement position arranged in webpage is comprised, so that server is that described each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of each advertisement position in described advertisement allocation request message; Wherein, described ranking characteristic information identifies the value height of corresponding advertisement position;
Receive the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position;
According to described identification information by the advertisement putting of correspondence on each self-corresponding advertisement position.
A2, method as described in A1, before sending advertisement allocation request message to server, also comprise:
The advertisement position arranged in traversal webpage, obtains identification information and the ranking characteristic information bag of each advertisement position.
A3, method as described in A2, the advertisement position arranged in traversal webpage, the identification information and the ranking characteristic information that obtain each advertisement position comprise:
When the advertisement position in webpage does not arrange ranking characteristic information in advance, comprise: according to the advertisement position arranged in the value order traversal webpage from high to low of advertisement position, according to ranking characteristic information from high to low, the advertisement position traversed is identified, obtain identification information and the ranking characteristic information of each advertisement position;
When the advertisement position in webpage pre-sets ranking characteristic information, comprising: the advertisement position arranged in traversal webpage, often traverses the beacon information that an advertisement position obtains corresponding advertisement position and the ranking characteristic information pre-seted.
A4, method as described in A3, the value order from high to low of described advertisement position is order from high to low on web placement.
A5, method according to any one of A1-A4, described ranking characteristic information is designated ranking sequence number.
The invention discloses B6, a kind of advertisement placement method, comprising:
Receive the advertisement allocation request message that page end sends, comprise identification information and the ranking characteristic information of each advertisement position in traversal webpage in described advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position;
Calculate the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and be that each advertisement position described distributes relative this advertisement position expection benefit value the highest advertisement;
Send advertisement assignment information to page end, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
B7, method as described in B6, calculate the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and expect that the highest advertisement of benefit value comprises for each advertisement position described distributes this advertisement position relative:
According to described ranking characteristic information order from high to low, the advertisement position received is sorted;
According to the order sequenced, one by one according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of advertisement in described each advertisement position not selected in advertisement base;
From the expection benefit value calculated, select the highest advertisement of expection benefit value to be defined as the advertisement of corresponding advertisement position, and AD tagged for selecting advertisement by what determine.
B8, method as described in B7, also comprise:
Before carrying out advertisement putting, be selected advertisement by AD tagged in advertisement base.
B9, method according to any one of B6-B8, described ranking characteristic information is designated ranking sequence number.
The invention discloses C10, a kind of page end, comprising:
Transmitting element, for sending advertisement allocation request message to server, identification information and the ranking characteristic information of each advertisement position arranged in webpage is comprised, so that server is that described each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of described each advertisement position in described advertisement allocation request message; Wherein, described ranking characteristic information identifies the value height of corresponding advertisement position;
Receiving element, for receiving the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position;
Advertisement putting unit, for according to described identification information by the advertisement putting of correspondence to each self-corresponding advertisement position.
C11, page end as described in C10, also comprise:
Acquiring unit, for traveling through the advertisement position arranged in webpage before sending advertisement allocation request message to server, obtains identification information and the ranking characteristic information of each advertisement position.
C12, page end as described in C11, described acquiring unit comprises:
First acquisition module, for when the advertisement position in webpage does not arrange ranking characteristic information in advance, according to the advertisement position arranged in the value order traversal webpage from high to low of advertisement position, according to ranking characteristic information from high to low, the advertisement position traversed is identified, obtain identification information and the ranking characteristic information of each advertisement position;
And/or second acquisition module, for when the advertisement position in webpage pre-sets ranking characteristic information, the advertisement position arranged in traversal webpage, often traverses the beacon information that an advertisement position obtains corresponding advertisement position and the ranking characteristic information pre-seted.
C13, page end as described in C12, the value order from high to low of described advertisement position is order from high to low on web placement.
C14, page end according to any one of C10-C13, described ranking characteristic information is designated ranking sequence number.
The invention discloses D15, a kind of server, comprising:
Receiving element, for receiving the advertisement allocation request message that page end sends, comprise identification information and the ranking characteristic information of each advertisement position in traversal webpage in described advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position.
Advertisement allocation units, for calculating the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and be that each advertisement position described distributes relative this advertisement position expection benefit value the highest advertisement;
Transmitting element, for sending advertisement assignment information to page end, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
D16, server as described in D15, described advertisement allocation units comprise:
Order module, for sorting to the advertisement position received according to described ranking characteristic information order from high to low;
Computing module, for according to the order sequenced, one by one according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of advertisement in each advertisement position not selected in advertisement base;
Distribution module, for the advertisement selecting the highest advertisement of expection benefit value to be defined as corresponding advertisement position from the expection benefit value calculated;
Mark module, for AD tagged for selecting advertisement by what determine.
D17, server as described in D16, also comprise:
AD tagged in advertisement base, for before carrying out advertisement putting, is selected advertisement by indexing unit.
D18, server according to any one of D15-D17, described ranking characteristic information is designated ranking sequence number.
The invention discloses the system of E19, a kind of advertisement putting, comprising:
Page end according to any one of C10-C14;
With the server such as according to any one of D15-D18.
In the above-described embodiments, the description of each embodiment is all emphasized particularly on different fields, in certain embodiment, there is no the part described in detail, can see the associated description of other embodiments.
Be understandable that, the correlated characteristic in said method and device can reference mutually.In addition, " first ", " second " in above-described embodiment etc. are for distinguishing each embodiment, and do not represent the quality of each embodiment.
Those skilled in the art can be well understood to, and for convenience and simplicity of description, the system of foregoing description, the specific works process of device and unit, with reference to the corresponding process in preceding method embodiment, can not repeat them here.
Intrinsic not relevant to any certain computer, virtual system or miscellaneous equipment with display at this algorithm provided.Various general-purpose system also can with use based on together with this teaching.According to description above, the structure constructed required by this type systematic is apparent.In addition, the present invention is not also for any certain programmed language.It should be understood that and various programming language can be utilized to realize content of the present invention described here, and the description done language-specific is above to disclose preferred forms of the present invention.
In instructions provided herein, describe a large amount of detail.But can understand, embodiments of the invention can be put into practice when not having these details.In some instances, be not shown specifically known method, structure and technology, so that not fuzzy understanding of this description.
Similarly, be to be understood that, in order to simplify the disclosure and to help to understand in each inventive aspect one or more, in the description above to exemplary embodiment of the present invention, each feature of the present invention is grouped together in single embodiment, figure or the description to it sometimes.But, the method for the disclosure should be construed to the following intention of reflection: namely the present invention for required protection requires feature more more than the feature clearly recorded in each claim.Or rather, as claims below reflect, all features of disclosed single embodiment before inventive aspect is to be less than.Therefore, the claims following embodiment are incorporated to this embodiment thus clearly, and wherein each claim itself is as independent embodiment of the present invention.
Those skilled in the art are appreciated that and adaptively can change the module in the equipment in embodiment and they are arranged in one or more equipment different from this embodiment.Module in embodiment or unit or assembly can be combined into a module or unit or assembly, and multiple submodule or subelement or sub-component can be put them in addition.Except at least some in such feature and/or process or unit be mutually repel except, any combination can be adopted to combine all processes of all features disclosed in this instructions (comprising adjoint claim, summary and accompanying drawing) and so disclosed any method or equipment or unit.Unless expressly stated otherwise, each feature disclosed in this instructions (comprising adjoint claim, summary and accompanying drawing) can by providing identical, alternative features that is equivalent or similar object replaces.
In addition, those skilled in the art can understand, although embodiments more described herein to comprise in other embodiment some included feature instead of further feature, the combination of the feature of different embodiment means and to be within scope of the present invention and to form different embodiments.Such as, in the following claims, the one of any of embodiment required for protection can use with arbitrary array mode.
All parts embodiment of the present invention with hardware implementing, or can realize with the software module run on one or more processor, or realizes with their combination.It will be understood by those of skill in the art that the some or all functions of the some or all parts in the denomination of invention (as determined the device of website internal chaining grade) that microprocessor or digital signal processor (DSP) can be used in practice to realize according to the embodiment of the present invention.The present invention can also be embodied as part or all equipment for performing method as described herein or device program (such as, computer program and computer program).Realizing program of the present invention and can store on a computer-readable medium like this, or the form of one or more signal can be had.Such signal can be downloaded from internet website and obtain, or provides on carrier signal, or provides with any other form.
The present invention will be described instead of limit the invention to it should be noted above-described embodiment, and those skilled in the art can design alternative embodiment when not departing from the scope of claims.In the claims, any reference symbol between bracket should be configured to limitations on claims.Word " comprises " not to be got rid of existence and does not arrange element in the claims or step.Word "a" or "an" before being positioned at element is not got rid of and be there is multiple such element.The present invention can by means of including the hardware of some different elements and realizing by means of the computing machine of suitably programming.In the unit claim listing some devices, several in these devices can be carry out imbody by same hardware branch.Word first, second and third-class use do not represent any order.Can be title by these word explanations.
Claims (10)
1. an advertisement placement method, is characterized in that, comprising:
Advertisement allocation request message is sent to server, identification information and the ranking characteristic information of each advertisement position arranged in webpage is comprised, so that server is that described each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of each advertisement position in described advertisement allocation request message; Wherein, described ranking characteristic information identifies the value height of corresponding advertisement position;
Receive the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position;
According to described identification information by the advertisement putting of correspondence on each self-corresponding advertisement position.
2. method according to claim 1, is characterized in that, before sending advertisement allocation request message to server, also comprises:
The advertisement position arranged in traversal webpage, obtains identification information and the ranking characteristic information bag of each advertisement position.
3. method according to claim 2, is characterized in that, the advertisement position arranged in traversal webpage, and the identification information and the ranking characteristic information that obtain each advertisement position comprise:
When the advertisement position in webpage does not arrange ranking characteristic information in advance, comprise: according to the advertisement position arranged in the value order traversal webpage from high to low of advertisement position, according to ranking characteristic information from high to low, the advertisement position traversed is identified, obtain identification information and the ranking characteristic information of each advertisement position;
When the advertisement position in webpage pre-sets ranking characteristic information, comprising: the advertisement position arranged in traversal webpage, often traverses the beacon information that an advertisement position obtains corresponding advertisement position and the ranking characteristic information pre-seted.
4. an advertisement placement method, is characterized in that, comprising:
Receive the advertisement allocation request message that page end sends, comprise identification information and the ranking characteristic information of each advertisement position in traversal webpage in described advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position;
Calculate the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and be that each advertisement position described distributes relative this advertisement position expection benefit value the highest advertisement;
Send advertisement assignment information to page end, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
5. method according to claim 4, it is characterized in that, calculate the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and expect that the highest advertisement of benefit value comprises for each advertisement position described distributes this advertisement position relative:
According to described ranking characteristic information order from high to low, the advertisement position received is sorted;
According to the order sequenced, one by one according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of advertisement in described each advertisement position not selected in advertisement base;
From the expection benefit value calculated, select the highest advertisement of expection benefit value to be defined as the advertisement of corresponding advertisement position, and AD tagged for selecting advertisement by what determine.
6. a page end, is characterized in that, comprising:
Transmitting element, for sending advertisement allocation request message to server, identification information and the ranking characteristic information of each advertisement position arranged in webpage is comprised, so that server is that described each advertisement position distributes relative this advertisement position expection benefit value the highest advertisement according to the ranking characteristic information of described each advertisement position in described advertisement allocation request message; Wherein, described ranking characteristic information identifies the value height of corresponding advertisement position;
Receiving element, for receiving the advertisement assignment information that described server sends, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position;
Advertisement putting unit, for according to described identification information by the advertisement putting of correspondence to each self-corresponding advertisement position.
7. page end according to claim 6, is characterized in that, also comprises:
Acquiring unit, for traveling through the advertisement position arranged in webpage before sending advertisement allocation request message to server, obtains identification information and the ranking characteristic information of each advertisement position.
8. a server, is characterized in that, comprising:
Receiving element, for receiving the advertisement allocation request message that page end sends, comprise identification information and the ranking characteristic information of each advertisement position in traversal webpage in described advertisement allocation request message, described ranking characteristic information identifies the value height of corresponding advertisement position.
Advertisement allocation units, for calculating the expection benefit value of advertisement on described each advertisement position according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, and be that each advertisement position described distributes relative this advertisement position expection benefit value the highest advertisement;
Transmitting element, for sending advertisement assignment information to page end, described advertisement assignment information comprises the identification information of described each advertisement position and advertising message corresponding to each advertisement position.
9. server according to claim 8, is characterized in that, described advertisement allocation units comprise:
Order module, for sorting to the advertisement position received according to described ranking characteristic information order from high to low;
Computing module, for according to the order sequenced, one by one according to pre-defined algorithm according to the eigenwert of advertisement own, user's characteristic information, webpage contextual feature information and described ranking characteristic information, calculate the expection benefit value of advertisement in each advertisement position not selected in advertisement base;
Distribution module, for the advertisement selecting the highest advertisement position of expection benefit value to be defined as corresponding advertisement position from the expection benefit value calculated;
Mark module, for AD tagged for selecting advertisement by what determine.
10. a system for advertisement putting, is characterized in that, comprising:
Page end according to any one of claim 6-7;
With the server such as according to any one of claim 8-9.
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| CN201510553033.3A CN105139233A (en) | 2015-09-01 | 2015-09-01 | Advertisement putting method, device, and system |
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