CN106096995A

CN106096995A - Advertising creative processing method and advertising creative processing means

Info

Publication number: CN106096995A
Application number: CN201610375896.0A
Authority: CN
Inventors: 李雯姬; 李惠娟; 邓文昊; 唐少刚; 郑灿; 金奇; 杨臣俊; 王倩; 杨永强; 陈争云
Original assignee: Tencent Technology Shenzhen Co Ltd
Current assignee: Tencent Technology Shenzhen Co Ltd
Priority date: 2016-05-31
Filing date: 2016-05-31
Publication date: 2016-11-09
Anticipated expiration: 2036-05-31
Also published as: CN106096995B

Abstract

The invention discloses a kind of advertising creative processing method and advertising creative processing means；Method includes: obtain advertising creative specification, page address and advertiser's trade information are landed in advertisement；The advertising creative template mated with advertiser's trade information is filtered out from the advertising creative meeting advertising creative specification；The advertising creative template filtered out is carried out prioritization, filters out the advertising creative template meeting priority conditions；Advertisement is landed page extracts page elements, the page elements extracted is carried out screening and obtains ad material；It is filled with obtaining advertising creative in the advertising creative template meet priority conditions by ad material；Advertising creative is returned advertiser by prioritization based on respective advertisement intention template.Implement the present invention, it would be preferable to support advertiser's quick obtaining is up to specification and the advertising creative that meets individual requirements is to carry out throwing in advertisement as early as possible and then to promote the utilization rate of advertisement position of ad system.

Description

Advertising creative processing method and advertising creative processing means

Technical field

The present invention relates to the advertisement technology of the communications field, particularly relate at a kind of advertising creative processing method and advertising creative Reason device.

Background technology

Flourish along with internet industry, Internet advertising (hereinafter referred to as advertisement) has become advertiser and has promoted well-known Degree, brand image, expand Sales Volume of Commodity and the important channel promoting business business revenue.Advertising creative determines Internet advertising Whole appearance form, the quality of advertising creative directly affects the input effect of Internet advertising, it is provided that high-quality advertising creative has There is higher professional manufacturing technology, thus become one threshold during advertiser throws in the web advertisement.

For supporting that advertiser's effective acquisition is up to specification and meets the advertising creative of advertiser's individual demand thus contracts Short from advertiser produce advertising creative demand to ad system based on advertising creative throw in advertisement cycle, and then promote advertisement system The utilization rate of the advertisement position of system, correlation technique there is no effective solution.

Summary of the invention

The embodiment of the present invention provides a kind of advertising creative processing method and advertising creative processing means, it would be preferable to support advertiser Quick obtaining is up to specification and the advertising creative that meets individual requirements is to throw in advertisement as early as possible and then to promote the utilization of advertisement position Rate.

The technical scheme of the embodiment of the present invention is achieved in that

First aspect, the embodiment of the present invention provides a kind of advertising creative processing method, and described method includes:

Obtain the advertising creative specification of advertiser's submission, page address and advertiser's trade information are landed in advertisement；

Filter out wide with what described advertiser's trade information was mated from the advertising creative meeting described advertising creative specification Accuse intention template；

The advertising creative template filtered out is carried out prioritization, filters out the advertising creative mould meeting priority conditions Plate；

From page is landed in described advertisement, extract page elements, the page elements extracted is carried out screening and obtains advertisement element Material；

It is filled with obtaining at least one in the described advertising creative template meeting priority conditions by described ad material Individual advertising creative；

Described advertising creative is returned described advertiser by prioritization based on respective advertisement intention template.

Alternatively, described by described advertising creative return described advertiser include:

Generate the preview of described advertising creative, the preview of described advertising creative is returned described advertiser；

Described method also includes:

The advertising creative chosen by the preview of described advertising creative based on described advertiser, throws in wide to commercial audience Accuse.

Alternatively, described filtering out from the advertising creative meeting described advertising creative specification is believed with described advertiser's industry The advertising creative template of breath coupling, including:

Resolve at least one trade classification and business classification of obtaining described advertiser；

The trade classification with described advertiser and business is filtered out from the advertising creative meeting described advertising creative specification The advertising creative template of at least one classification coupling.

Alternatively, at least one described parsing trade classification and business classification of obtaining described advertiser, including:

Land the page structure of page from described advertisement and extract text, and/or, the page of page is landed from described advertisement Structure extracts picture, the picture extracted is carried out Text region and obtains word；

From described word, extract keyword, utilize the keyword and key class database matching extracted, obtain At least one the trade classification of described advertiser and business classification.

From described advertiser's trade information, extract keyword, utilize the keyword and key class data base extracted Coupling, at least one trade classification and business classification of obtaining described advertiser.

Alternatively, the described advertising creative template to filtering out carries out prioritization, including:

Obtain the described advertising creative template weight at least one dimension；

Determine that the overall situation of described advertising creative template is weighed based on described advertising creative template in the weight of at least one dimension Weight, overall weight based on described advertising creative template carries out prioritization to described advertising creative template；

Wherein, the weight of at least one dimension of described advertising creative template include following at least one:

The advertisement effectiveness data weight of the advertising creative that described advertisement formwork is generated；

The industry weight of described advertising creative template corresponding described advertiser institute engaged in trade；

Described advertising creative template corresponding described advertiser provided the business weight answering business；

The use frequency weight of the corresponding described advertiser of described advertising creative template.

Alternatively, described method also includes:

Filter, from the described advertising creative template meeting priority conditions, the advertising creative that described advertiser once used Template.

Alternatively, described land described advertisement extracts page elements in page, sieves the page elements extracted Choosing obtains ad material, including:

Parse described advertisement and land the page structure of page, based on the label of page elements in described page structure, extract Go out at least one following page elements: word, picture and advertiser's pattern identification；

Determine the degree of association between page elements described at least two of the most different label, filter out degree of association and meet phase The page elements of pass degree condition is described ad material；

Wherein, described degree of association includes following at least one of which:

Page elements described in described at least two and the degree of association of described advertiser's trade information；

Described word with from described picture recognition to word at degree of association semantically；

Described picture and advertiser's pattern identification degree of association on figure.

Alternatively, described described ad material is filled with in the described advertising creative template meeting priority conditions Obtain at least one advertising creative, including:

Utilize the page elements included by described ad material, replace in described advertising creative template and there is same label Page elements.

Alternatively, described method also includes:

Operation/maintenance data based on described advertising creative template adjusts the described advertising creative template power at least one dimension Weight；

The advertisement effectiveness data of advertising creative based on described advertising creative template generation, enters respective advertisement intention template Row is optimized and revised.

Alternatively, described operation/maintenance data based on described advertising creative template adjusts described advertising creative template at least one The weight of individual dimension, including:

When the selected number of times for generating advertising creative of described advertising creative template is less than the first access times threshold value, The use frequency weight that described advertising creative template is corresponding is reduced according to the first predetermined amplitude；

When described advertising creative template is chosen the number of times for generating advertising creative low by whole advertisers of candidate's industry When the second access times threshold value, reduce the row of the corresponding described candidate's industry of described advertising creative template according to the second predetermined amplitude Right to own property weight；

When described advertising creative template be provided whole advertisers of candidate Traffic choose for generate advertising creative time When number is less than the 3rd access times threshold value, reduce the corresponding described candidate Traffic of described advertising creative template according to the 3rd predetermined amplitude Business weight；

When the advertisement effectiveness data of described advertising creative template is less than advertisement effectiveness data threshold value, preset width according to the 4th Degree reduces the advertisement effectiveness data weight of the corresponding described candidate Traffic of described advertising creative template；

The described advertisement effectiveness data to advertising creative based on described advertising creative template generation, to respective advertisement intention Template is adjusted, including:

When the selected number of times for generating advertising creative of described advertising creative template is less than the 4th access times threshold value, Ad material in the formwork structure of described advertising creative template and formwork structure is updated；

When described advertising creative template audits the ratio passed through in violation of rules and regulations less than examination & verification proportion threshold value, to described advertising creative Template carries out information filtering in violation of rules and regulations.

Second aspect, the embodiment of the present invention provides a kind of advertising creative processing means, and described device includes:

Throwing in end module, for obtaining the advertising creative specification of advertiser's submission, page address and advertiser's row are landed in advertisement Industry information；

Advertising creative end module, filters out and described advertiser's row from the advertising creative meeting described advertising creative specification The advertising creative template of industry information matches；

Described advertising creative end module, for the advertising creative template filtered out is carried out prioritization, filters out full The advertising creative template of foot priority conditions；

Search end module, for extracting page elements from page is landed in described advertisement, enters the page elements extracted Row filter obtains ad material；

Described advertising creative end module, is additionally operable to described ad material in the described advertising creative meeting priority conditions Template is filled with obtain at least one advertising creative.

Alternatively, described advertising creative end module, it is additionally operable to generate the preview of described advertising creative；

Described input end module, is additionally operable to prioritization based on respective advertisement intention template by described advertising creative Preview returns described advertiser；

Described input end module, is additionally operable to the advertisement based on described advertiser is chosen by the preview of described advertising creative and creates Meaning, throws in advertisement to commercial audience.

Alternatively, described advertising creative end module, for resolving the trade classification obtaining described advertiser and business classification At least one；

The trade classification with described advertiser and business is filtered out from the advertising creative meeting described advertising creative specification The advertising creative template of at least one classification coupling；

Described advertising creative end module, is additionally operable to land the page structure of page from described advertisement and extracts text, and/ Or, land from described advertisement and the page structure of page extracts picture, the picture extracted is carried out Text region and obtains literary composition Word.

Alternatively, described advertising creative end module, for extracting keyword from described word, utilize the key extracted Word and key class database matching, at least one trade classification and business classification of obtaining described advertiser.

Alternatively, described advertising creative end module, for extracting keyword from described advertiser's trade information, utilize institute Keyword and the key class database matching extracted, obtain the trade classification of described advertiser and business classification at least it One.

Alternatively, described advertising creative end module, it is additionally operable to obtain described advertising creative template at least one dimension Weight；

Described advertising creative end module, is additionally operable to determine in the weight of at least one dimension based on described advertising creative template The overall weight of described advertising creative template, described advertising creative template is entered by overall weight based on described advertising creative template Row major level sorts；

Alternatively, described advertising creative end module, it is additionally operable to from the described advertising creative template meeting priority conditions Filter the advertising creative template that described advertiser once used.

Alternatively, described search end module, it is additionally operable to parse described advertisement and lands the page structure of page, based on described page The label of page elements in the structure of face, extracts at least one following page elements: word, picture and advertiser's pattern identification；

Described search end module, be additionally operable to determine described at least two of the most different label between page elements is relevant Degree, filter out degree of association meeting the page elements of degree of association condition is described ad material；

Alternatively, described advertising creative end module, it is additionally operable to utilize the page elements included by described ad material, replaces Described advertising creative template has the page elements of same label.

Alternatively, described advertising creative end module, it is additionally operable to operation/maintenance data based on described advertising creative template and adjusts institute State the advertising creative template weight at least one dimension；

Described advertising creative end module, is additionally operable to the effect of advertising of advertising creative based on described advertising creative template generation Data, are optimized adjustment to respective advertisement intention template.

Alternatively, described advertising creative end module, it is additionally operable to when described advertising creative template is selected for generating advertisement When the number of times of intention is less than the first access times threshold value, reduce described corresponding the making of advertising creative template according to the first predetermined amplitude Use frequency weight；

Described advertising creative end module, is additionally operable to when described advertising creative template is selected for generating the secondary of advertising creative When number is less than the 4th access times threshold value, the ad material in the formwork structure of described advertising creative template and formwork structure is entered Row updates；

The embodiment of the present invention provides a kind of storage medium, and storage has executable instruction, is used for performing the embodiment of the present invention and carries The advertising creative processing method of confession.

The embodiment of the present invention has the advantages that

1) submitting to relevant information Hou Ji automatization to generate advertising creative advertiser, advertiser has only to according to advertising creative The advertising creative needing to use is chosen in preview, and intermediate link need not manually participate in compared with correlation technique, improves wide Accuse the make efficiency of intention.

2) advertising creative template is screened by the advertising creative specification utilizing advertiser to submit to, it is ensured that promote mainly to advertisement The advertising creative recommended always meets advertising creative specification, it is to avoid the intention or because of advertising creative and advertisement position of again preparing advertising The problem that specification is not mated and revised advertising creative.

3) utilize advertisement land page address extract ad material, enable the advertising creative of generation to fit tightly advertiser's Industry and main business, it is to avoid the advertisement thrown in for advertiser and the problem of the advertisement homogeneity of advertiser of the same trade, meet The advertiser individual demand to advertising creative.

Accompanying drawing explanation

Fig. 1 is an optional Entity Architecture schematic diagram of advertising creative processing system in the embodiment of the present invention；

Fig. 2-1 to Fig. 2-4 is the optional schematic flow sheet of advertising creative processing method in the embodiment of the present invention；

Fig. 3 is the optional signal that in the embodiment of the present invention, advertising creative processing system carries out advertising creative process Figure；

Fig. 4 is that the advertiser throwing in end offer in the embodiment of the present invention submits the one of relevant information to when request makes intention Individual optional display schematic diagram；

Fig. 5 is that in the embodiment of the present invention, an optional schematic diagram of page is landed in advertisement；

Fig. 6 is that in the embodiment of the present invention, advertising creative end and search end work in coordination with the schematic diagram generating advertising creative；

Fig. 7 is the schematic diagram of advertising creative in the embodiment of the present invention；

Fig. 8 be in the embodiment of the present invention in advertising creative processing system each entity to carry out of advertising creative process optional Schematic flow sheet.

Detailed description of the invention

Below in conjunction with drawings and Examples, the present invention is further elaborated.Should be appreciated that mentioned herein Embodiment only in order to explain the present invention, is not intended to limit the present invention.It addition, embodiment provided below is for implementing The section Example of the present invention, rather than the whole embodiments implementing the present invention are provided, in the case of not conflicting, the present invention implements The technical scheme that example is recorded can mode in any combination be implemented.

The noun related in the embodiment of the present invention and term are applicable to following explanation.

Advertiser: there is a side of the demand throwing in advertisement.

Commercial audience: receive a side of the advertisement that advertiser throws in.

Advertisement position: for the position of display advertisement in terminal, such as the specific region in the webpage of terminal or active window, answers With the specific region in the runnable interface of (APP).

Terminal: to the equipment of commercial audience display advertisement, can be desktop computer, TV set-top box, Xbox/PS3 trip The fixed terminals such as gaming machine, outdoor advertising display screen；Can also be smart mobile phone, notebook computer, panel computer and Ads on Vehicles The mobile terminals such as display screen.

Throw in end: advertising creative and the stereotactic conditions specified according to advertiser throw in the reality of advertisement to the advertisement position of terminal Body.

Search end: land page address according to the advertisement that advertiser submits to, lands page from corresponding advertisement and extracts ad elements Entity.

Advertising creative end: meet advertisement position corresponding advertising creative specification with advertising creative template generation according to ad material Entity.

Ad material: for generating the basic element of advertising creative, such as picture, video, audio frequency, word (as various extensively Accuse word etc.).

Advertising creative specification, corresponding with advertisement position, describe an advertisement when this advertisement position is shown it suffices that specification, As a example by picture, advertising creative specification is the height of picture, width etc..

Advertising creative template: can carry out the semi-finished product of the advertising creative of secondary editor, advertising creative template is used for retraining Picture (the alternatively media file of other forms), word, advertisement land the compound mode of the ad material such as page, thus are able to reality Existing different vision (and audition) effect.For example, it is possible to can the picture of secondary editor form by multiple specifications, intention template Unit is " overlapping ", and usual a set of intention template comprises the picture of multiple regular size.

Page (also referred to as promoting page) address is landed in advertisement: it is wide that commercial audience is clicked on an advertisement at advertisement position and had access to Accuse the main page, for example, publicize, sell the page of product.

Advertisement exposure: advertisement is in advertisement position (advertisement position in such as the page that user accesses, the advertisement of the terminal of commercial audience Advertisement position in the application that audient uses) to show, advertisement shows an once referred to as advertisement exposure at advertisement position.

Ad click: commercial audience is clicked on an advertisement and accessed the page of advertiser, referred to as ad click.

Effect of advertising: advertisement is after being exposed, and object is realized after clicking on advertisement by commercial audience for advertisement exposure Effect, buys commodity, pay invoice as placed an order at the webpage of advertiser, or downloads application, activates application etc..

Conversion ratio (CVR, Click Value Rate): the number of times that the clicked backward further effect of advertisement converts is (as front The purchase stated, pay invoice) with the ratio of ad click number of times.

Clicking rate (CTR, Click Through Rate): number of times that advertisement is clicked and the ratio being exposed number of times.

As it was previously stated, there is the business according to self in advertiser, product prepares advertising intention targetedly and throws in Demand, with the product of advertiser, service etc. are carried out publicity promote.Correlation technique mainly provides following two mode to make advertisement Obtain advertising creative.

Mode 1) advertiser oneself is based on ad material design advertising creative and submits to advertiser and carries out advertisement putting.

The most do not possess the condition of the intention of preparing advertising of specialty due to the most medium and small advertiser of advertiser, cause being difficult to Go out high-quality advertising creative based on existing material-making, and also often occur being uploaded to the advertisement wound that advertisement carries out throwing in The situation (as picture does not mates with the size of advertisement position) that meaning falls short of specifications, needs to revise advertising creative, causes advertising creative Fabrication cycle longer, have impact on advertisement expection throw in effect, also cause the utilization rate of advertisement position to decline.

Mode 2) advertiser please third-party design advertising creative.

Advertiser provides the material of intention of preparing advertising, and by advertising creative design team on behalf of intention of preparing advertising, and selects Selecting the advertising creative completed and upload to ad system, there is the advertisement that third party makes in the production method of this advertising creative Intention does not often meet the situation that advertiser throws in the specification of the used advertisement position of advertisement, and advertiser needs further with third party Link up and solve, it is difficult to disposably produce available advertisement.Relatively costly, advertising creative system is linked up between advertiser and third party The problem that cycle of making is longer,

For the problems referred to above, the embodiment of the present invention provides at a kind of advertising creative processing method and application advertising creative The advertising creative processing means of reason method, each entity in advertising creative processing means can use multiple side in actual applications Formula is implemented, and such as, is embodied as, using server or server cluster as the system of carrying, embedding existing as functional module In the entity of ad system, with embedded entity common hardware resource (such as, communication interface and calculating resource).

In reality is implemented, each entity in advertising creative processing means can be at a hardware device (such as single service Device) upper enforcement, or implement on multiple hardware devices, advertising creative processing means can be considered as the latter and be embodied as by many Individual entity constitute advertising creative processing system, in the embodiment of the present invention follow-up with advertising creative processing means be embodied as advertisement wound Illustrate as a example by meaning processing system, the feelings that each entity in advertising creative processing means is implemented at a hardware device Condition, those skilled in the art can understanding based on the technical scheme to following record and implement.

The information that the advertising creative processing system that the embodiment of the present invention provides can be submitted to for advertiser, including advertiser Trade information, advertisement land page address and advertising creative specification, utilize industry, advertising creative specification information that advertiser submits to Choose the advertising creative template of adaptive advertiser, land page from the advertisement of advertiser and extract ad material element, combine adaptation advertisement Main advertising creative template generation meets the advertising creative of advertising creative specification, selects the advertising creative needed for advertiser And throw in.Necessarily full owing to choosing, based on advertising creative specification, the advertisement that therefore advertising creative template construct advertisement generated Foot advertiser submit to advertising creative specification, meanwhile, from advertiser submit to advertisement land page extract ad elements generate extensively Accusing intention, the advertising creative generated necessarily carries the personalized information of advertiser self (such as enterprise logo, product picture Deng) so that advertising creative has stronger personalized information guiding very much, strengthens the commercial audience perception to advertiser.

The entity related to advertising creative processing system below illustrates, and sees the advertising creative shown in Fig. 1 and processes system System 10 an optional Entity Architecture schematic diagram, in FIG, advertiser 11 to throw in end 12 submit to advertisement land page address, The information such as advertiser's trade information and advertising creative specification, search end 13 from advertisement land page extract ad material, advertising creative 14 are held to choose the advertising creative template meeting advertising creative specification according to advertiser's industry, advertising creative specification, in advertising creative Corresponding ad material of filling in template, the advertising creative that generation meets advertising creative specification targetedly selects for advertiser, Advertiser selectes the advertising creative needing to use and presents advertisement and land the effect of ad material of page, chooses satisfied advertising creative It is committed to throw in end, is thrown in commercial audience 15 by throwing in end 12.

Usually, advertiser can arrange throw in the stereotactic conditions of advertisement throwing in end, exemplarily, including: 1) advertisement is subject to Many stereotactic conditions, the stereotactic conditions of the aspects such as such as region, age degree, education degree, terminal equipment type；2) advertisement is thrown in The type of the advertisement position used, such as advertisement of spreading its tail, application wall advertisement, table plague advertisement position, Banner advertisement position；3) advertisement is thrown in Charging way, as；4) light exposure of advertisement is thrown in, such as advertisement exposure amount, such as day light exposure, total exposure amount etc.；It addition, advertisement Master can also be set to throw in advertisement and the cost information of expected payoff throwing in end.

Throw in end to be thrown in extensively to commercial audience by specific flow, the advertisement position resource that throwing in end is provided by flow side Accuse, and pay corresponding expense to flow side according to the consumption of the advertisement position resource to flow side.

See an optional schematic flow sheet of the advertising creative processing method that Fig. 2-1 illustrates, including step 101 to step Rapid 115, below each step is illustrated.

Step 101, input end obtains the advertising creative specification of advertiser's submission, page address and advertiser's industry are landed in advertisement Information.

Step 102, throws in end and sends the information of advertiser's submission to advertising creative end and search end.

Advertising creative specification is otherwise varied regarding corresponding advertisement position, is used for throwing in picture with advertisement position (static or dynamic State) as a example by advertisement, advertising creative specification includes that the type of picture, the height of picture, the width of picture, picture take storage Big byte number；The minimum length of title/description (such as advertising words), the greatest length of title/description (such as advertising words).Again with advertisement Position is as a example by distributing video advertisement, and the specification of advertisement position includes the type of video, resolution and time span etc..

Table 1

Seeing an optional structure of the advertising creative specification shown in table 1, advertising creative specification is at least used for specifying extensively Accuse the size of picture used in intention, alternatively, it is also possible to designated pictures type, the letter such as length of descriptive text of picture Breath.One optional structure of advertiser's trade information is as shown in table 2:

Table 2

Seeing table 2, the trade information of advertiser at least includes the industry that advertiser is engaged in, exemplarily,

Film name uses international Standard Industrial Classification (International Standard Industrial Classification of All Economic Activities), plurality of classification, if one-level trade classification is (such as road Transport service), each one-level trade classification includes that multiple two grades of trade classifications are (such as urban public transport transport, goods transport Deng).It is of course also possible to the practical situation of the industry distribution according to advertiser, being grouped in Standard Industrial Classification is advanced one The division of step, or part industry is grouped into row merging.This is not limited by the embodiment of the present invention.

Get advertising creative specification, trade information and advertisement that advertiser submits to land after page address when throwing in end, for Generation advertising creative, throws in end and screens adaptation targetedly for the industry belonging to advertiser and the business that provided The advertising creative template of advertiser so that advertising creative based on advertising creative template generation is more fitted the industry of advertiser with And the feature of the business provided, promote effect of advertising.In embodiments of the present invention, the advertising creative template of adaptive advertiser can Landing page address with the advertisement submitted to based on advertiser or trade information obtains, following step 103 to step 107 is to obtaining adaptation The different modes of the advertising creative template of advertiser illustrates.

Mode one, the advertisement submitted to based on advertiser are landed page and are obtained the advertising creative template of adaptive advertiser (namely The advertising creative template for intention of preparing advertising can recommended to advertiser).

Step 103, throw in end land from advertisement page page structure extract word.

From the angle of page structure, webpage is mainly made up of navigation bar, column and this three big key element of body matter；Its In, (1) navigation bar is the important element constituting webpage, is the collection area of website channel inlet, is equivalent to the menu of website. (2) region of same nature content is deposited during column refers to webpage.The identical content arrangement of character, can in the same area of webpage To help user's quick obtaining information needed.(3) body matter during body matter refers to the page.Such as one article class page Face, body matter is exactly article itself；And for showing the website of product, body matter is exactly product information.

Land the above-mentioned page structure of page it can be seen that word in column can summarize advertisement lands based on advertisement The content of page, therefore throws in end and preferentially extracts word from column；For the word in text, keyword replacement can be extracted and make Carry out follow-up process with the whole words in text, reduce the complexity of subsequent treatment.

Step 104, throw in end land from advertisement page page structure extract picture, the picture extracted is carried out Text region obtains word.

In some embodiments it is contemplated that advertisement is landed inevitably includes the information unrelated with advertiser such as in page The display advertising that third party throws in, and advertisement to land the most representational picture of advertiser relatively in page be often at page structure Text in and be the maximum picture of size, therefore, throw in end from the text of page structure, preferentially extract picture, and according to figure The size of sheet order from large to small carries out Text region, promotes to useful information (for the industry of advertiser and business most Representational information) hit rate.

It is pointed out that step 103 and step 104 can be selected an execution or all perform, exemplarily, step 103 and step 104 include following several situation when performing simultaneously:

Situation 1) advertising creative end only land from advertisement page page structure extract text and do not extract Picture, this is owing to advertiser does not has caused by uploading pictures in advertiser lands page.

Situation 2) advertising creative end only land from advertisement page page structure extract picture and do not extract word, This is not upload text institute owing to advertiser only uploads the picture relevant to business in page is landed in advertisement Cause.

Situation 3) advertising creative end land from advertisement page page structure extract text and do not have extraction to publish picture Sheet, also lands from advertisement and extracts picture the page structure of page and do not extract word, and now, advertiser lands in advertisement Picture and text is uploaded in Ye.

In certain embodiments, based on to the above-mentioned three kinds of situations illustrated, step 103 to step 104 can use so Mode implement:

Mode 1) advertising creative end attempt landing from advertisement page page structure extract text:

If not proposing text, it tries land from advertisement and the page structure of page extracts picture, to being extracted Picture carry out Text region and obtain word；

If proposition text, can terminate advertisement is landed the process of page；Or, continue to attempt to land page from advertisement Page structure extracts picture, the picture extracted is carried out Text region and obtains word.

Mode 2) advertising creative end attempt landing from advertisement page page structure extract picture:

If not extracting picture, it tries advertisement land page page structure in extract text.

If extracting picture, then can terminate landing the process of page；Or, continue to attempt to advertisement land page the page knot Structure extracts text.

Picture or text is included to I haven't seen you for ages, therefore by above-mentioned directly from page structure owing to page is landed in advertisement Middle extraction text, or identify the mode of word from the picture extracted, it is ensured that always can land page from advertisement and extract Go out the word relevant to advertiser.

Step 105, throws in end and extracts keyword from word, utilizes the keyword and key class data base extracted Coupling, obtains trade classification and the business classification of advertiser.

In the embodiment determining trade classification, utilize trade classification in each key search taxonomy database Corresponding relation, adds up the frequency of occurrences of same trade classification in all retrieval results, chooses the trade classification that the frequency of occurrences is the highest Trade classification belonging to advertisement.

Such as, as a example by extracting 3 keywords from word, retrieve the corresponding relation of trade classification with keyword 1, To trade classification 1, trade classification 2 and trade classification 3；Retrieve the corresponding relation of trade classification with keyword 2, obtain trade classification 3, trade classification 4 and trade classification 5；Retrieve the corresponding relation of trade classification with keyword 3, obtain trade classification 6, trade classification 7 and trade classification 8；The trade classification that then 3 keyword hit rates are the highest is trade classification 3, determines that advertiser belongs to industry and divides Class 3.

In determining the embodiment that business is classified, utilize business classification in each key search taxonomy database Corresponding relation, adds up the frequency of occurrences of same business classification in all retrieval results, chooses the business classification that the frequency of occurrences is the highest Business classification belonging to advertisement.In actual application, choosing of business classification is referred to above-mentioned example and implements.

Step 106, advertising creative end carries out Preliminary screening: meet the wide of advertising creative specification from advertising creative template base Accuse the advertising creative template filtering out the trade classification with advertiser and business classification and matching in intention.

Exemplarily, with trade classification in advertising creative template base--business classification-advertising creative specification advertising creative mould The mode of plate stores advertising creative template, therefore can create in advertisement based on trade classification, business classification and advertising creative specification Meaning storehouse Preliminary screening goes out available advertising creative template.

Step 107, advertising creative end carries out postsearch screening: the advertising creative template filtered out is carried out prioritization, Filter out the advertising creative template meeting priority conditions.

In one embodiment, advertising creative end obtains the advertising creative template weight at least one dimension, exemplary Ground, weight can use following several:

1) advertisement effectiveness data weight based on the generated advertising creative of advertisement formwork

Advertisement effectiveness data includes clicking rate or the conversion ratio utilizing the generated advertisement of advertising creative template；Effect of advertising number According to characterizing the input effect of advertisement, the input effect of the biggest then advertisement of value of advertisement effectiveness data is the best, and respective advertisement is created The value that the meaning the most oriented advertiser of template recommends.

Therefore, in the embodiment of the present invention, the weight of advertisement effectiveness data has positively related with the value of advertisement effectiveness data Relation, namely the value of advertisement effectiveness data is the biggest, then the weight of advertisement effectiveness data is the biggest.

2) the industry weight of advertising creative template correspondence advertiser institute engaged in trade

The corresponding different industry of same advertising creative template has different weights, the corresponding industry of advertising creative template Being used by the advertiser of corresponding industry of weight and advertisement (utilizing the advertisement of advertising creative template construct) (that is to say for making Throw in as advertising creative) number of times there is positively related relation.The namely weight of the corresponding industry of advertising creative template The biggest, then advertising creative template has more the value recommended for the sector advertiser.

	Industry 1 (traffic)	Industry 2 (tourism)
			Advertising creative template 1	Weight 1	Weight 2

Table 3

Illustrate as a example by the weight 1 of the corresponding industry 1 of advertising creative template 1 and the weight 2 of corresponding industry 2, if advertisement wound The number of times that the number of times that meaning template is used by the advertiser of industry 1 is used by the advertiser of industry 2, then weight 1 is more than weight 2, also It is exactly the advertising creative template 1 advertiser for industry 1 value that has more recommendation relative to the advertiser of industry 2.

3) advertising creative template correspondence advertiser is provided the business weight answering business

	Business 1 (urban transportation)	Business 2 (goods transport)
			Advertising creative template 2	Weight 3	Weight 4

Table 4

Illustrate as a example by the weight 3 of the corresponding industry 1 of advertising creative template 2 and the weight 4 of corresponding industry 2, if advertisement wound Meaning template is provided the number of times that the number of times of advertiser's use of business 1 uses, then weight 3 more than the advertiser being provided business 2 More than weight 4, namely advertising creative template 2 is for providing the advertiser of business 1 relative to providing the advertiser of business 2 more There is the value of recommendation.

4) the use frequency weight of advertising creative template correspondence advertiser

The use frequency weight of advertising creative template has different values, extensively corresponding to the use frequency that advertiser is different Accuse intention template the highest by the use frequency of an advertiser, then advertising creative template is to advertiser using frequency weight Value is the biggest, and advertising creative template more has the value recommending advertiser.

	Use frequency 1 (use)	Use frequency 2 (use)
			Advertising creative template 3	Weight 5	Weight 6

Table 5

(do not use with the corresponding weight 5 using frequency 1 (use) of advertising creative template 3 and corresponding use frequency 2 Cross) weight 4 as a example by illustrate, use frequency 1 more than using frequency 2, then weight 5 is more than weight 6, namely advertising creative template 3 for use frequency 1 advertiser relatively use the wide advertiser of frequency 2 to have more the value of recommendation.

Advertising creative end group determines the overall situation of advertising creative template in advertising creative template in the weight of at least one dimension Weight, exemplarily, overall situation weight uses the accumulation (such as weight 1* weight 2) of the weight of each dimension or cumulative (weight 1+ weight 2) form, the advertising creative template corresponding based on the preview to advertising creative carries out prioritization.

It is pointed out that in table 5 as a example by using and not using.

Mode two, trade information based on advertiser's submission obtain the advertising creative template of adaptive advertiser.

See an optional schematic flow sheet of the advertising creative processing method that Fig. 2-2 illustrates, step 103 in Fig. 2-1 To step 104, extract the process of word, can replace and be embodied as step 116 that Fig. 2-2 illustrates to step 117.Below to respectively Step illustrates.

Step 116, advertising creative end extracts trade classification keyword from the trade information that advertiser submits to and business is divided Class keyword.

Exemplarily, advertising creative end group selects the industry of advertiser to divide in the mode of trade classification candidate frame for advertiser Class, and mode based on business classification candidate frame selects the business of advertiser to classify for advertiser.Or, advertising creative end is permissible Mode based on Text Entry obtains trade classification and the business classification of advertiser's input.

Step 117, advertising creative end utilizes the keyword and key class database matching extracted, obtains advertiser Trade classification and business classification.

Step 105, advertising creative end carries out Preliminary screening: filter out the industry with advertiser from advertising creative template base Classification.

Step 106, advertising creative end carries out postsearch screening: meet the wide of advertising creative specification from advertising creative template base Accuse the advertising creative template filtering out the trade classification with advertiser and business classification and matching in intention.

It can be seen that land page based on advertisement to obtain the advertising creative template of adaptive advertiser, or by advertiser's row The advertising creative template of industry acquisition of information adaptation advertiser, it is ensured that advertiser only have submitted advertiser's trade information or advertisement Land the situation of page address time, remain able to obtain the advertising creative template of adaptive advertiser.

Advertising creative described in the embodiment of the present invention be by ad material in the advertising creative template of adaptive advertiser Filling obtains, aforementioned to advertising creative end obtain with advertiser adaptation advertising creative template be illustrated, the most again Integrating step 108 to step 112, to search end group in advertisement land page obtain the ad material corresponding with advertiser say Bright, although as a example by here after obtaining the advertising creative template adaptive with advertiser at advertising creative end, search end is obtained The process of ad material illustrates, but it is understood that, owing to ad material is to be landed page by search end group in advertisement to obtain , the search end that therefore step 107 to step 111 is recorded obtains the step of ad material and can obtain with aforesaid advertising creative end Take the step executed in parallel of the advertising creative template adaptive with advertiser, or obtain and advertiser's adaptation at advertising creative end Perform before advertising creative template, search end is obtained by the embodiment of the present invention ad material and advertising creative end obtain with The execution sequence of the advertising creative template that advertiser is adaptive does not limits.

Step 108, advertisement is landed and is extracted page elements in page by search end.

In one embodiment, parse advertisement and land the page structure of page, based on the unit of page elements in page structure Element label, extracts at least one the page elements with following label: (the theme word of such as advertisement, advertisement are just for word Literary composition word), picture and advertiser's pattern identification (such as advertiser logo).

Step 109, search end determines the degree of association between at least two page elements of the most different label, filters out phase It is ad material that Guan Du meets the page elements of degree of association condition.

Wherein, at least two page elements of the most different labels forms the combination of page elements (such as word and picture Various combination, and for example picture and the combination of advertiser's pattern identification), determine the relevant of each page elements in page elements combination Degree, or, with the degree of association of advertiser's trade information (as trade classification or business are classified) in page elements combination.

Such as, for word and the combination of picture, from Word Input keyword, extract, from picture, the key that word is corresponding Word, from advertiser's pattern identification identification word and extract keyword, determines that each keyword, at degree of association semantically, is chosen relevant The page elements spent in the page elements combination of the highest (or degree of association is higher than relevance threshold) is ad material.

The most such as, for picture and the combination of advertiser's pattern identification, from picture extract graphic feature (as color characteristic, Contour feature etc.), extract graphic feature from advertiser's pattern identification, determine the degree of association of each graphic feature.Choose degree of association Page elements in the page elements combination of high (or degree of association is higher than relevance threshold) is ad material.

Step 110, ad material is sent to advertising creative end by search end.

Step 111, ad material is filled with in the advertising creative template meet priority conditions by advertising creative end Obtain at least one advertising creative, generate the preview of advertising creative.

In one embodiment, utilize and screened the page elements obtained, with page elements in replacement advertising creative template There is the ad material of same label.

Such as, utilize the theme word in ad material to replace theme word preset in advertising creative template, utilize wide Accuse the picture in material and replace picture preset in advertising creative template, utilize the advertiser logo in ad material to replace advertisement Advertiser logo preset in intention template.

Due to utilize advertisement land page address extract ad material, enable the advertising creative of generation to fit tightly advertiser Industry and main business, it is to avoid the problem of the advertisement thrown in for advertiser and the advertisement homogeneity of advertiser of the same trade, full The foot advertiser individual demand to advertising creative.

Step 112, the preview of advertising creative is sent by advertising creative end based on respective advertisement intention template prioritization To throwing in end.

Step 113, throws in end according to stating the prioritization preview to advertiser's advertising creative.

Step 114, throws in end and obtains the advertising creative that advertiser's preview based on advertising creative is chosen.

In one embodiment, by the preview of advertising creative based on disposable with respective advertisement intention template prioritization Send to throwing in end, make input end group in reception order to the preview of advertiser's display advertisement intention.

Or, by the preview of advertising creative based on in respective advertisement intention template prioritization, each transmitting portion The preview (as one or more) of advertising creative disposably sends to input end to advertiser's displaying, in the advertiser portion to showing Continue to send the preview of remaining part advertising creative when the preview of point advertising creative is unsatisfied with.

In another embodiment, when the advertising creative generated is unsatisfied with by advertiser, throws in end and advertising creative is provided Edit tool, support advertiser to utilizing intention edit tool that advertising creative is modified, advertising creative is carried out secondary Editor, as cut out, change official documents and correspondence and changing picture etc..

Step 113 and step 114 send respective advertisement intention according to the sequence of the priority of advertising creative to advertiser Preview, has reached the effect to advertiser's recommended advertisements intention, the advertising creative that advertiser recommends according to advertising creative end pre- Look at the advertising creative selecting expectation to use, on the one hand, the advertising creative generated is the industry for advertiser and business has pin Property is generated, it is simple to advertiser's fast selecting goes out desired use of advertising creative, on the other hand, to advertiser recommend wide Accuse intention and meet the advertising creative specification that advertiser specifies, do not have and weigh because advertising creative specification is the most adaptive with advertisement position The situation of new production advertising creative, shortens the ad production cycle, promotes the efficiency of reaching the standard grade of advertisement, it is ensured that the utilization rate of advertisement position.

In this step, the advertising creative owing to sending to advertiser is that trade information based on advertiser chooses the wide of adaptation Accusing intention template is that advertiser prepares advertising intention, enables advertiser quickly to choose the advertising creative being inclined to use, shorten from Advertiser produces the purpose throwing in advertisement to utilizing advertisement position to throw in the intermediate link of advertisement, the profit of lifting advertisement position for advertiser By rate.

Step 115, the advertising creative that input end group is chosen in advertiser throws in advertisement to commercial audience.

Comprehensive abovementioned steps is not difficult to find out, submits to relevant information to generate advertisement wound in subsequent step automatization based on advertiser Meaning, advertiser has only to select advertising creative according to advertising creative preview, improves the make efficiency of advertising creative, it is simple to advertisement The main advertising creative quickly choosing needs to use carries out advertisement putting, it is to avoid because cannot obtain satisfied advertising creative for a long time And cause the vacant of advertisement position, it is ensured that the utilization rate of advertisement position；Meanwhile, utilize the advertising creative specification that advertiser submits to extensively Accuse intention template to screen, it is ensured that the advertising creative recommended to advertiser always meets advertising creative specification, it is to avoid weight New production advertising creative or the problem revising advertising creative because advertising creative is not mated with advertisement position specification.

In one embodiment, advertiser is being not intended to obtain the advertising creative of homogeneity, and correspondingly, advertising creative end is remembered Record the advertising creative template that the advertising creative chosen as advertiser once used, in step 107 through secondary After screening obtains the advertising creative template of adaptive with advertiser (meeting priority conditions), see the advertisement wound that Fig. 2-3 illustrates One optional schematic flow sheet of meaning processing method, in step 118, advertising creative end is by the advertising creative of adaptive advertiser Template filters the advertising creative template that advertiser once used.Thus, follow-up can be based upon advertiser and generate advertising creative The advertising creative template not used is that advertiser generates advertising creative, it is to avoid every time for the advertising creative of advertiser's generation The problem of homogeneity.

In one embodiment, advertising creative processing system is to the way of recommendation (algorithm) of advertiser's recommended advertisements intention It is optimized adjustment, to ensure that the advertising creative that advertising creative based on high priority makes is that advertiser is more likely to use 's.Owing to the prioritization of advertising creative template is controlled by the weight of corresponding multiple dimensions, therefore advertising creative template The way of recommendation can be realized by the weight of multiple dimensions adjusting advertising creative template, be illustrated below.

See an optional schematic flow sheet of the advertising creative processing method that Fig. 2-4 illustrates, throw in end to advertisement After audient throws in the advertising creative (step 115) chosen, including:

Step 119, advertising creative end group adjusts advertising creative template at least one in the operation/maintenance data of advertising creative template The weight of individual dimension.

Exemplarily, operation/maintenance data can be: 1) the selected number of times for generating advertising creative of advertising creative template；2) Chosen for generating by whole advertisers of candidate's industry (once using the industry that the advertiser of advertising creative template is belonged to) The number of times of advertising creative；3) the whole advertisers being provided candidate Traffic choose the number of times for generating advertising creative less than using During frequency threshold value；4) advertisement effectiveness data of advertising creative template.For the operation/maintenance data pair of above four kinds, adjust advertising creative Weight include following several situation:

1) when the selected number of times for generating advertising creative of advertising creative template, less than access times threshold value, (first uses Frequency threshold value) show the use of advertising creative template infrequently, the value recommended to advertiser is less than use frequently (access times Higher than access times threshold value) advertising creative template, therefore, according to predetermined amplitude (the first predetermined amplitude) or preset ratio, Reduce the use frequency weight that advertising creative template is corresponding, when being originally 0.4 such as the value of weight, if preset ratio is 50%, then Weight is adjusted to 0.2.

2) when advertising creative template was by candidate's industry (once using the industry that the advertiser of advertising creative template is belonged to) Whole advertisers when choosing number of times for generating advertising creative less than access times threshold value (the second access times threshold value), table The advertiser of bright the sector is not inclined to this advertising creative template of use, then according to predetermined amplitude (the second predetermined amplitude) or default Ratio reduce advertising creative template correspondence candidate's industry industry weight.

3) number of times for generating advertising creative is chosen when advertising creative template is provided whole advertisers of candidate Traffic When (the 3rd access times threshold value) is less than access times threshold value, showing to provide the advertiser of this candidate Traffic to be not inclined to use should Advertising creative template, then reduce advertising creative template to waiting according to predetermined amplitude (the 3rd predetermined amplitude) or preset ratio Select the business weight of business.

4) when the advertisement effectiveness data of advertising creative template is less than advertisement effectiveness data threshold value, according to predetermined amplitude (the Four predetermined amplitude) or the advertisement effectiveness data weight of preset ratio reduction advertising creative template correspondence candidate Traffic.

By adjusting the weight at different dimensions of advertising creative template so that the advertising creative template not being well used Weight reduce, be also equivalent to improve the weight of the advertising creative template being well used such that it is able to according to advertisement create Meaning template, by the effect of advertising situation of different industries, the service condition of different business advertiser and respective advertisement, precisely determines The advertising creative template of adaptive advertiser.

In one embodiment, advertising creative processing system is optimized tune to the advertising creative template recommended to advertiser Whole, to promote the usage amount of advertising creative template.See an optional flow process of the advertising creative processing method that Fig. 2-4 illustrates Schematic diagram, throws in end after commercial audience throws in the advertising creative (step 115) chosen, it is also possible to including:

Step 120, the advertising creative end advertisement effectiveness data to advertising creative based on advertising creative template generation, to phase Advertising creative template is answered to be optimized adjustment.

Including following several situations:

1) when the selected number of times for generating advertising creative of advertising creative template, less than access times threshold value, (the 4th uses Frequency threshold value) time, the ad material in the formwork structure of advertising creative template and formwork structure is updated.Such as, based on The structure (such as picture, word, the arrangement mode of enterprise logo) of the advertising creative template that access times are higher is to advertising creative mould The structure of plate is adjusted, and the material in advertising creative template replaces with other materials extracted from page is landed in advertisement.

2) when advertising creative template audits the ratio passed through in violation of rules and regulations less than examination & verification proportion threshold value, this is due to advertising creative The content that there is violation advertisement regulation in template causes, and therefore advertising creative template carries out information filtering in violation of rules and regulations, it is ensured that follow-up Advertiser chooses the advertisement of this advertising creative template construct by examination & verification.

Illustrating step 119 and step 120 in conjunction with an example, the utilization rate for a certain advertising creative is the lowest In the case of, if the content that the investigation under line shows an advertising creative template does not meets advertiser demand, then optimize advertising creative The structure of template also updates ad material therein, or the way of recommendation (the namely advertising creative template to advertising creative template Corresponding weight) it is optimized, it is zero as adjusted the industry weight of advertising creative template correspondence the sector advertiser, thus as far as possible Avoid recommending this advertising creative template to the advertiser of corresponding industry.

If but advertiser have selected advertising creative the lowest subsequently through the ratio of ad review, then advertising creative template The middle content that there is violation ad review regulation, carries out information filtering in violation of rules and regulations, simultaneously to advertising creative mould to advertising creative template The weight of plate is adjusted, it is to avoid (intention of namely preparing advertising is for advertiser to advertiser's recommendation for first-selected advertising creative template Select).

In one embodiment, the function of each entity of the advertising creative processing system shown in Fig. 1 is illustrated, need It is noted that about the division dividing only logic function aspect of entity, actual application in advertising creative processing system In can be divided into greater number of entity or by part entity merge.

See the advertising creative processing system shown in Fig. 3 and carry out an optional schematic flow sheet of advertising creative process, Advertising creative system has showed in advertiser side lands the function of idea generation instrument of page based on advertisement, mainly includes following several Individual part.

One, throw in end and obtain the information that advertiser submits to

Advertiser logs in based on the account registered in advertising creative processing system and throws in end, throws in when needing to throw in advertisement End is arranged throws in the stereotactic conditions of advertisement, advertisement bid (advertiser's expense to throwing in advertisement expectation expenditure), spending on ads Etc. information.It addition, do not have the situation of the advertising creative of finished product for advertiser, throwing in end can be patterned mode and advertiser Relevant information is submitted to alternately with prompting advertiser.

See the advertiser throwing in end and providing shown in Fig. 4 submit to when request makes intention one of relevant information optional Display schematic diagram, the information that advertiser inputs when preparing advertising intention includes: the link 41 of page is landed in advertisement；Advertiser's row Industry information 42, such as one-level trade classification and two grades of trade classification information；Advertising creative specification 43 selected by advertiser, as being used for showing The size of the advertisement position of advertisement.

Two, search end advertisement is landed page from advertisement land page extract page elements, row filter of going forward side by side obtains for making The page elements (ad material) of advertising creative.

The advertisement that advertiser provides is landed the page structure of page and is analyzed by search end, falling from advertisement as shown in Figure 5 The page of the page elements that ground page extracts extracts result 50, lands from advertisement and extracts whole page elements the link 51 of page, In the page, the type of the tag characterization page elements of page elements, goes out according to the type-collection of the label of page elements with Types Below Page elements: 1, enterprise logo 52；2, theme word 54；3, picture 53 is promoted.

Advertisement is landed may have multiple same type of page elements in page, such as, have multiple enterprise logo (advertisement master map Shape identifies), multiple theme word and multiple popularization picture.

See Fig. 6, as a example by including following page elements in page is landed in advertisement:

Enterprise logo, theme word 1, picture 1, theme word 2 and picture 2；It is initially formed the page of the most different label The combination of the page elements of the formation of element, as follows:

Enterprise logo, theme word 1, picture 1；

Enterprise logo, theme word 1, picture 2；

Enterprise logo, theme word 2, picture 1；

Enterprise logo, theme word 2, picture 2.

Secondly, for each combination, calculate the degree of association of each page elements in combination, carry out such as theme word with to picture The semantic relevancy of the word that Text region obtains, filters out degree of association the highest (between degree of association here can be with page elements Degree of association, or be page elements and the trade classification of advertiser, the degree of association of business classification) (such as degree of association condition) Individual or the combination of multiple page elements, as the ad material generating advertising creative.In figure 6 with enterprise that degree of association is the highest Logo, theme word 1 and picture 1 are as ad material.

The most such as: page is landed in the advertisement of wedding photo class, grab 2 sections of words " Sanya travelling photography with clapping, travelling description Complete fulfillment！", " client's advice window ", select with the word of " wedding photo " business correlation maximum " Sanya travelling photography with Clap, travelling description complete fulfillment！" as ad material.

The most such as: page is landed in the advertisement of wedding photo class, word " google advertisement promotion " occurs, with wedding in capturing pictures The semantic relevancy of yarn photography is too low, then this picture will be identified that third-party ad content, will not be used for advertisement wound The making of meaning；If picture occurs word " travelling photography 11 long holidays hard iron favour ", meet with the semantic relevancy of wedding photo Degree of association condition, then this picture will be identified that " the commodity figure having favor information ", compared to " google advertisement promotion " quilt The probability made for advertising creative is bigger.

Three, advertising creative end (advertising creative system) chooses the advertising creative template (intention template) of adaptive advertiser, bag Include Preliminary screening and postsearch screening.

Preliminary screening: filter out the trade classification with advertiser from advertising creative template base and business classification is corresponding wide Accuse intention template.Including following two mode:

Mode 1)

From the trade information that advertiser submits to, extract industry keyword, utilize the keyword and key class extracted Database matching, obtains trade classification and the business classification of advertiser.Filter out with advertiser's from advertising creative template base The advertising creative template of trade classification and business classification and matching.

Mode 2)

Land page from advertisement and extract word, including following two mode: 1) to land the page structure of page from advertisement direct Extract text；2) land from advertisement and the page structure of page extracts picture, the picture extracted is carried out word Identification obtains word.

From word, extract keyword, utilize the keyword and key class database matching extracted, obtain advertisement Main trade classification and business classification.The trade classification with advertiser and business classification is filtered out from advertising creative template base The advertising creative template joined.

Postsearch screening: the trade classification for advertiser carries out priority row with advertising creative template corresponding to business classification Sequence, filters out the advertising creative template that (one or more) priority is the highest.

The weight of advertising creative template determines based in overall situation weight determined by the weight of different dimensions, advertising creative mould Plate includes in the weight of different dimensions:

1) advertisement effectiveness data weight based on the generated advertising creative of advertisement formwork.

2) the industry weight of advertising creative template correspondence advertiser institute engaged in trade；

3) advertising creative template correspondence advertiser is provided the business weight answering business；

4) the use frequency weight of advertising creative template.

Determine the overall weight of advertising creative template in the weight of at least one dimension based on advertising creative template, such as, Advertising creative template can be entered in the way of using the cumulative of the weight to each dimension and accumulation by overall situation weight based on overall situation weight Row major level sorts.

In conjunction with example, screening advertising creative template is illustrated below.

From industry and the dimension Preliminary screening advertising creative template of main business of advertiser；From the intention mould of Preliminary screening Plate is selected the advertising creative template meeting advertising creative specification；Prioritization is carried out based on overall situation weight, furthermore it is also possible to Screen out once for this advertiser prepare advertising used advertising creative template (ensure advertising creative freshness, it is to avoid with Matter), call 1～N number of template that priority is high；1～the N number of template that call out are in SBR, wait search to be utilized The ad material that end returns is filled with obtaining advertising creative.

Comprehensively determining in the weight of multiple dimensions according to advertising creative template, with row of the prioritization of advertising creative Industry, main business, freshness, the weight of official documents and correspondence type dimension, carry out prioritization to template a and template b and illustrate.

Represent that (x, y), x is the row of advertiser to advertising creative template to the value of a different dimensions with such form Industry, business, use frequency, official documents and correspondence type, y is the advertising creative template weight value relative to x.

The weight value of each dimension of advertising creative template a is:

Industry weight: (dress ornament, 1), (comprehensive electricity business, 0.2)；Main business weight: (women's dress, 1), (dress ornament is comprehensive, 0.6)；Freshness: (advertiser did not used, 1), (advertiser used, 0.2)；Official documents and correspondence type: (preferential sales promotion, 1), (commodity Characteristic, 0.5), (service aim, 0).

The weight value of each dimension of advertising creative template b is:

The industry weight of advertising creative template b is: (dress ornament, 1, (comprehensive electricity business, 0.1)；Main business weight: (men's clothing, 1), (dress ornament is comprehensive, 0.4)；Freshness: (advertiser did not used, 1), (advertiser used, 0.2)；Official documents and correspondence type: (preferential Sales promotion, 1), (product characteristics, 1), (service aim, 0).

As a example by such advertiser: industry is dress ornament, main business is that dress ornament is comprehensive, does not uses advertising creative template A and advertising creative template b, advertising creative template a is to should the value of weight of respective dimensions of advertiser be 1,0.6 and 1, extensively Accuse intention template b to should the value of weight of respective dimensions of advertiser be 1,0.4 and 1, advertising creative template a, advertisement wound The product of different dimensions weight is depended in the sequence of meaning template b: the overall weight of advertising creative template is a:1*0.6*1=0.6； The overall weight of advertising creative template b is 1*0.4*1=0.4.Owing to the overall weight of advertising creative template a is more than advertising creative The overall weight of template b, therefore prioritization result is a → b, and preferential selection advertising creative template a and input end return Page elements combination forms advertising creative and returns to this advertiser.

It addition, each entity performs an optional signal of respective handling in the advertising creative processing system shown in Fig. 3 As shown in Figure 8, including step 201 to step 208, wherein step 202 is to the corresponding aforementioned Preliminary screening advertising creative of step 204 for figure Template and the process of postsearch screening advertising creative template, step 205 processes for extracting ad material, and the execution that the two processes is suitable Sequence in no particular order, can also sequentially can perform with executed in parallel.

Four, advertising creative end by throwing in the end advertising creative form assembly by the page elements and screening of throwing in end extraction is Advertising creative.

1～the N preview picture opening advertising creative generated is presented to advertiser and selects for advertiser, based on extensively by input end The advertising creative accusing main separation is thrown in, and a preview of the advertising creative of generation is as shown in Figure 7.

Page elements and the advertising creative template 1 shown in Fig. 6 to extract based on Fig. 5 are (in the figure 7 with advertising creative template 57 is corresponding), theme word namely human resources Kao Pei center 54 are replaced the official documents and correspondence part in advertising creative template 57, by enterprise Logo 52 replaces the logo region in advertising creative template 57, and picture 53 is replaced the picture region in advertising creative template 57, Obtain advertising creative 56.

Five, throw in end according to prioritization to the preview of advertiser's display advertisement intention, based on advertiser choose wide Accuse intention and throw in advertisement.

It addition, input end is when the preview of advertising display advertising creative, if the advertising creative that advertiser is to generating is unsatisfied with Time, throw in end and the edit tool of advertising creative is provided, support that advertiser is to utilizing intention edit tool to repair advertising creative Change, advertising creative is carried out secondary editor, as cut out, change official documents and correspondence and changing picture etc..

In sum, the embodiment of the present invention realizes following beneficial effect:

1) submitting to relevant information Hou Ji automatization to generate advertising creative advertiser, advertiser has only to according to advertising creative The advertising creative needing to use is chosen in preview, and intermediate link need not manually participate in compared with correlation technique, improves wide Accuse the make efficiency of intention, it is simple to advertiser quickly chooses the advertising creative needing to use to carry out advertisement putting, it is to avoid because long Time cannot obtain satisfied advertising creative and cause the vacant of advertisement position, it is ensured that the utilization rate of advertisement position.

4) trade information based on advertiser chooses the advertising creative template of adaptation is that advertiser prepares advertising intention, makes wide Accuse master and can quickly choose the advertising creative being inclined to use, shorten to produce from advertiser and throw in the purpose of advertisement to utilizing advertisement position Throw in the intermediate link of advertisement for advertiser, promote the utilization rate of advertisement position.

It will be appreciated by those skilled in the art that: all or part of step realizing said method embodiment can pass through journey The hardware that sequence instruction is relevant completes, and aforesaid program can be stored in a computer read/write memory medium, and this program exists During execution, perform to include the step of said method embodiment；And aforesaid storage medium includes: flash memory device, deposit at random Access to memory (RAM, Random Access Memory), read only memory (ROM, Read-Only Memory), magnetic disc or The various medium that can store program code such as CD.

Or, if the above-mentioned integrated unit of the present invention is using the form realization of software function module and as independent product When selling or use, it is also possible to be stored in a computer read/write memory medium.Based on such understanding, the present invention implements The part that correlation technique is contributed by the technical scheme of example the most in other words can embody with the form of software product, This computer software product is stored in a storage medium, including some instructions with so that a computer installation is (permissible It is personal computer, server or network equipment etc.) perform all or part of of method described in each embodiment of the present invention. And aforesaid storage medium includes: flash memory device, RAM, ROM, magnetic disc or CD etc. are various can store program code Medium.

The above, the only detailed description of the invention of the present invention, but protection scope of the present invention is not limited thereto, and any Those familiar with the art, in the technical scope that the invention discloses, can readily occur in change or replace, should contain Cover within protection scope of the present invention.Therefore, protection scope of the present invention should be as the criterion with described scope of the claims.

Claims

1. an advertising creative processing method, it is characterised in that described method includes:

The advertisement wound mated with described advertiser's trade information is filtered out from the advertising creative meeting described advertising creative specification Meaning template；

The advertising creative template filtered out is carried out prioritization, filters out the advertising creative template meeting priority conditions；

From page is landed in described advertisement, extract page elements, the page elements extracted is carried out screening and obtains ad material；

Described ad material is filled with obtaining at least one in the described advertising creative template meeting priority conditions wide Accuse intention；

2. the method for claim 1, it is characterised in that

Described by described advertising creative return described advertiser include:

Described method also includes:

The advertising creative chosen by the preview of described advertising creative based on described advertiser, throws in advertisement to commercial audience.

3. the method for claim 1, it is characterised in that

Described filter out from the advertising creative meeting described advertising creative specification wide with what described advertiser's trade information was mated Accuse intention template, including:

The trade classification with described advertiser and business classification is filtered out from the advertising creative meeting described advertising creative specification At least one coupling advertising creative template.

4. method as claimed in claim 3, it is characterised in that

At least one described parsing trade classification and business classification of obtaining described advertiser, including:

Land the page structure of page from described advertisement and extract text, and/or, the page structure of page is landed from described advertisement In extract picture, the picture extracted is carried out Text region and obtains word；

From described word, extract keyword, utilize the keyword and key class database matching extracted, obtain described At least one the trade classification of advertiser and business classification.

5. method as claimed in claim 3, it is characterised in that

From described advertiser's trade information, extract keyword, utilize the keyword and key class data base extracted Join, at least one trade classification and business classification of obtaining described advertiser.

6. the method for claim 1, it is characterised in that the described advertising creative template to filtering out carries out priority row Sequence, including:

Determine the overall weight of described advertising creative template, base in the weight of at least one dimension based on described advertising creative template Overall weight in described advertising creative template carries out prioritization to described advertising creative template；

7. the method for claim 1, it is characterised in that

Described land described advertisement extracts page elements in page, the page elements extracted carries out screening and obtains advertisement element Material, including:

Parse described advertisement and land the page structure of page, based on the label of page elements in described page structure, extract with At least one lower page element: word, picture and advertiser's pattern identification；

Determine the degree of association between page elements described at least two of the most different label, filter out degree of association and meet degree of association The page elements of condition is described ad material；

Wherein, described degree of association include following at least one:

8. the method for claim 1, it is characterised in that described described ad material is met priority conditions described Advertising creative template in be filled with obtaining at least one advertising creative, including:

Utilize the page elements included by described ad material, replace the page in described advertising creative template with same label Element.

9. the method for claim 1, it is characterised in that described method also includes:

Operation/maintenance data based on described advertising creative template adjusts the described advertising creative template weight at least one dimension；

The advertisement effectiveness data of advertising creative based on described advertising creative template generation, carries out excellent to respective advertisement intention template Change and adjust.

10. an advertising creative processing means, it is characterised in that described device includes:

Throwing in end module, for obtaining the advertising creative specification of advertiser's submission, page address is landed in advertisement and advertiser's industry letter Breath；

Advertising creative end module, filters out from the advertising creative meeting described advertising creative specification and believes with described advertiser's industry The advertising creative template of breath coupling；

Described advertising creative end module, for the advertising creative template filtered out is carried out prioritization, filter out meet excellent The advertising creative template of first level condition；

Search end module, for extracting page elements from page is landed in described advertisement, sieves the page elements extracted Choosing obtains ad material；

Described advertising creative end module, is additionally operable to described ad material in the described advertising creative template meeting priority conditions In be filled with obtaining at least one advertising creative；

Described input end module, is additionally operable to prioritization based on respective advertisement intention template and described advertising creative is returned institute State advertiser.

11. devices as claimed in claim 10, it is characterised in that

Described advertising creative end module, is additionally operable to generate the preview of described advertising creative；

Described input end module, is additionally operable to prioritization based on respective advertisement intention template by the preview of described advertising creative Return described advertiser；

Described input end module, is additionally operable to the advertising creative chosen based on described advertiser by the preview of described advertising creative, Advertisement is thrown in commercial audience.

12. devices as claimed in claim 10, it is characterised in that

Described advertising creative end module, is additionally operable to resolve at least one trade classification and business classification of obtaining described advertiser；

13. devices as claimed in claim 12, it is characterised in that

Described advertising creative end module, is additionally operable to land the page structure of page from described advertisement and extracts text, and/or, Land from described advertisement and the page structure of page extracts picture, the picture extracted is carried out Text region and obtains word；

Described advertising creative end module, for extracting keyword from described word, utilizes the keyword and keyword extracted Taxonomy database mates, at least one trade classification and business classification of obtaining described advertiser.

14. devices as claimed in claim 12, it is characterised in that

Described advertising creative end module, is additionally operable to from described advertiser's trade information extract keyword, utilizes the pass extracted Key word and key class database matching, at least one trade classification and business classification of obtaining described advertiser.

15. devices as claimed in claim 10, it is characterised in that

Described advertising creative end module, is additionally operable to the weight obtaining described advertising creative template at least one dimension；

Described advertising creative end module, is additionally operable to determine described based on described advertising creative template in the weight of at least one dimension The overall weight of advertising creative template, described advertising creative template is carried out excellent by overall weight based on described advertising creative template First level sequence；

16. devices as claimed in claim 10, it is characterised in that

Described search end module, is additionally operable to parse described advertisement and lands the page structure of page, based on page in described page structure The label of surface element, extracts at least one following page elements: word, picture and advertiser's pattern identification；

Described search end module, is additionally operable to determine the degree of association between page elements described at least two of the most different label, Filter out degree of association meeting the page elements of degree of association condition is described ad material；

Wherein, described degree of association include following at least one:

17. devices as claimed in claim 10, it is characterised in that

Described advertising creative end module, is additionally operable to utilize the page elements included by described ad material, replaces described advertisement wound Meaning template has the page elements of same label.

18. devices as claimed in claim 10, it is characterised in that

Described advertising creative end module, is additionally operable to operation/maintenance data based on described advertising creative template and adjusts described advertising creative mould Plate is in the weight of at least one dimension；

Described advertising creative end module, is additionally operable to the effect of advertising number of advertising creative based on described advertising creative template generation According to, respective advertisement intention template is optimized adjustment.