CN106096995B

CN106096995B - Advertisement creative processing method and advertisement creative processing device

Info

Publication number: CN106096995B
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: 2021-09-07
Anticipated expiration: 2036-05-31
Also published as: CN106096995A

Abstract

The invention discloses an advertisement creative processing method and an advertisement creative processing device; the method comprises the following steps: acquiring the specification of an advertisement creative, an advertisement landing page address and advertisement owner business information; screening an advertisement creative template matched with the advertiser business information from the advertisement creatives meeting the specification of the advertisement creative; performing priority ranking on the screened advertisement creative templates, and screening the advertisement creative templates meeting the priority condition; extracting page elements from the advertisement landing page, and screening the extracted page elements to obtain advertisement materials; filling the advertisement materials in the advertisement creative template meeting the priority condition to obtain advertisement creatives; the ad creative is returned to the advertiser based on the prioritization of the corresponding ad creative template. By implementing the invention, an advertiser can be supported to quickly obtain the advertising creatives which meet the specification and meet the personalized requirements so as to put the advertisements as soon as possible, thereby improving the utilization rate of the advertising space of the advertising system.

Description

Advertisement creative processing method and advertisement creative processing device

Technical Field

The invention relates to an advertisement technology in the communication field, in particular to an advertisement creative processing method and an advertisement creative processing device.

Background

With the vigorous development of the internet industry, internet advertisements (hereinafter referred to as advertisements) have become an important way for advertisers to improve popularity and brand image, increase commodity sales and promote business revenue. The advertisement originality determines the final presentation form of the internet advertisement, the quality of the advertisement originality directly influences the putting effect of the internet advertisement, and the high-quality advertisement originality is provided and has a high professional production technology, so that the method becomes a threshold in the process of putting the network advertisement by an advertiser.

The related technology has no effective solution for supporting an advertiser to efficiently obtain the advertisement creativity which meets the specification and meets the personalized requirements of the advertiser, so that the period from the generation of the advertisement creativity requirement of the advertiser to the advertisement delivery of the advertisement system based on the advertisement creativity is shortened, and the utilization rate of the advertisement space of the advertisement system is further improved.

Disclosure of Invention

The embodiment of the invention provides an advertisement creative processing method and an advertisement creative processing device, which can support an advertiser to quickly acquire advertisement creative meeting the specification and meeting personalized requirements so as to put advertisements as soon as possible and further improve the utilization rate of advertisement positions.

The technical scheme of the embodiment of the invention is realized as follows:

in a first aspect, an embodiment of the present invention provides an advertisement creative processing method, where the method includes:

acquiring the specification of an advertisement creative, an advertisement landing page address and the advertiser business information submitted by an advertiser;

screening an advertisement creative template matched with the industry information of the advertiser from the advertisement creative meeting the specification of the advertisement creative;

performing priority ranking on the screened advertisement creative templates, and screening the advertisement creative templates meeting the priority condition;

extracting page elements from the advertisement landing page, and screening the extracted page elements to obtain advertisement materials;

filling the advertisement materials in the advertisement creative template meeting the priority condition to obtain at least one advertisement creative;

the ad creative is returned to the advertiser based on the prioritization of the corresponding ad creative template.

Optionally, the returning the advertising creative to the advertiser comprises:

generating a preview of the advertising creative, and returning the preview of the advertising creative to the advertiser;

the method further comprises the following steps:

and delivering advertisements to advertisement audiences based on the advertisement creatives selected by the advertisers through previewing the advertisement creatives.

Optionally, the screening out an advertisement creative template matching with the advertiser industry information from the advertisement creatives meeting the specification of the advertisement creative includes:

analyzing to obtain at least one of industry classification and business classification of the advertiser;

and screening an advertisement creative template matched with at least one of industry classification and business classification of the advertiser from the advertisement creative meeting the specification of the advertisement creative.

Optionally, the parsing to obtain at least one of an industry classification and a business classification of the advertiser includes:

extracting text characters from the page structure of the advertisement landing page, and/or extracting pictures from the page structure of the advertisement landing page, and performing character recognition on the extracted pictures to obtain characters;

and extracting keywords from the characters, and matching the extracted keywords with a keyword classification database to obtain at least one of industry classification and business classification of the advertiser.

and extracting keywords from the industry information of the advertiser, and matching the extracted keywords with a keyword classification database to obtain at least one of industry classification and business classification of the advertiser.

Optionally, the prioritizing the screened ad creative templates includes:

acquiring the weight of the advertisement creative template in at least one dimension;

determining global weights for the ad creative template based on the weights of the ad creative template in at least one dimension, and prioritizing the ad creative template based on the global weights for the ad creative template;

wherein the weights for at least one dimension of the advertising creative template comprise at least one of:

an advertising effectiveness data weight of an advertising creative generated by the advertising template;

the advertisement creative template corresponds to the industry weight of the industry engaged by the advertiser;

the advertisement creative template corresponds to the business weight of the business provided by the advertiser;

the ad creative template corresponds to a usage frequency weight of the advertiser.

Optionally, the method further comprises:

filtering out the ad creative template used by the advertiser from the ad creative templates meeting the priority condition.

Optionally, the extracting page elements from the advertisement landing page, and screening the extracted page elements to obtain an advertisement material includes:

analyzing the page structure of the advertisement landing page, and extracting at least one of the following page elements based on the tags of the page elements in the page structure: characters, pictures and advertisement main graphic marks;

determining the correlation degree between at least two page elements of any different tags, and screening out the page elements with the correlation degree meeting the correlation degree condition as the advertisement material;

wherein the degree of correlation comprises at least one of:

the relevancy of the at least two page elements to the advertiser business information;

semantic relatedness of the text to the text identified from the picture;

the correlation degree of the picture and the advertisement main figure mark on the figure.

Optionally, the filling the advertisement material in the advertisement creative template meeting the priority condition to obtain at least one advertisement creative includes:

and replacing the page elements with the same label in the advertisement creative template by using the page elements included in the advertisement materials.

Optionally, the method further comprises:

adjusting the weight of the ad creative template in at least one dimension based on the operation and maintenance data of the ad creative template;

and optimizing and adjusting the corresponding advertisement creative template based on the advertisement effect data of the advertisement creative generated by the advertisement creative template.

Optionally, the adjusting the weight of the ad creative template in at least one dimension based on the operation and maintenance data of the ad creative template comprises:

when the times of generating the advertisement creatives selected by the advertisement creatives template are lower than a first use time threshold value, reducing the use frequency weight corresponding to the advertisement creatives template according to a first preset amplitude;

when the times of generating the advertisement creatives in all the advertisement main selections of the candidate industries of the advertisement creative template are lower than a second using time threshold, reducing the industry weight of the advertisement creative template corresponding to the candidate industries according to a second preset amplitude;

when the times for generating the advertisement creatives selected by all advertisers of the candidate services of the advertisement creative template are lower than a third using time threshold value, reducing the service weight of the candidate services corresponding to the advertisement creative template according to a third preset amplitude;

when the advertisement effect data of the advertisement creative template is lower than the advertisement effect data threshold value, reducing the weight of the advertisement effect data of the candidate service corresponding to the advertisement creative template according to a fourth preset amplitude;

the ad effect data of the ad creatives generated based on the ad creatives template is adjusted for the corresponding ad creatives template, including:

updating the template structure of the advertisement creative template and advertisement materials in the template structure when the times of generating the advertisement creative selected by the advertisement creative template are lower than a fourth use time threshold;

and when the passing ratio of the illegal review of the advertisement creative template is lower than a review ratio threshold value, filtering illegal contents of the advertisement creative template.

In a second aspect, an embodiment of the present invention provides an advertisement creative processing apparatus, including:

the delivery end module is used for acquiring the specification of the advertisement creative, the address of the advertisement landing page and the business information of the advertiser submitted by the advertiser;

the advertisement creative end module is used for screening an advertisement creative template matched with the industry information of the advertiser from the advertisement creative meeting the specification of the advertisement creative;

the advertisement creative end module is used for carrying out priority sequencing on the screened advertisement creative templates and screening the advertisement creative templates meeting the priority condition;

the search end module is used for extracting page elements from the advertisement landing page and screening the extracted page elements to obtain advertisement materials;

the advertisement creative end module is also used for filling the advertisement materials in the advertisement creative template meeting the priority condition to obtain at least one advertisement creative.

Optionally, the advertisement creative end module is further configured to generate a preview of the advertisement creative;

the delivery end module is also used for returning the preview of the advertisement creative to the advertiser based on the priority ranking of the corresponding advertisement creative template;

the delivery end module is also used for delivering advertisements to advertisement audiences based on the advertisement creatives selected by the previewing of the advertisement creatives by the advertisers.

Optionally, the advertisement creative end module is configured to parse the advertisement to obtain at least one of an industry classification and a business classification of the advertiser;

screening an advertisement creative template matched with at least one of industry classification and business classification of the advertiser from the advertisement creative meeting the specification of the advertisement creative;

the advertisement creative end module is further used for extracting text characters from the page structure of the advertisement landing page and/or extracting pictures from the page structure of the advertisement landing page and performing character recognition on the extracted pictures to obtain the characters.

Optionally, the advertisement creative end module is configured to extract keywords from the characters, and obtain at least one of industry classification and business classification of the advertiser by matching the extracted keywords with a keyword classification database.

Optionally, the advertisement creative end module is configured to extract keywords from the advertiser industry information, and obtain at least one of industry classification and business classification of the advertiser by matching the extracted keywords with a keyword classification database.

Optionally, the advertisement creative end module is further configured to obtain a weight of the advertisement creative template in at least one dimension;

the advertisement creative end module is further used for determining the global weight of the advertisement creative template based on the weight of the advertisement creative template in at least one dimension and carrying out priority ranking on the advertisement creative template based on the global weight of the advertisement creative template;

Optionally, the ad creative end module is further configured to filter out ad creative templates that the advertiser used from the ad creative templates that satisfy the priority condition.

Optionally, the search end module is further configured to analyze a page structure of the advertisement landing page, and extract at least one of the following page elements based on a tag of a page element in the page structure: characters, pictures and advertisement main graphic marks;

the search end module is further configured to determine a correlation degree between at least two page elements of any different tags, and screen out page elements with correlation degrees meeting a correlation degree condition as the advertisement material;

wherein the degree of correlation comprises at least one of:

semantic relatedness of the text to the text identified from the picture;

Optionally, the advertisement creative end module is further configured to replace the page elements with the same tag in the advertisement creative template by using the page elements included in the advertisement material.

Optionally, the advertisement creative end module is further configured to adjust a weight of the advertisement creative template in at least one dimension based on the operation and maintenance data of the advertisement creative template;

the advertisement creative end module is also used for optimizing and adjusting the corresponding advertisement creative template based on the advertisement effect data of the advertisement creative generated by the advertisement creative template.

Optionally, the advertisement creative end module is further configured to reduce, according to a first preset amplitude, a usage frequency weight corresponding to the advertisement creative template when the number of times that the advertisement creative template is selected for generating an advertisement creative is lower than a first usage number threshold;

the advertisement creative end module is further used for updating the template structure of the advertisement creative template and advertisement materials in the template structure when the times of generating advertisement creative selected by the advertisement creative template are lower than a fourth use time threshold value;

The embodiment of the invention provides a storage medium, which stores executable instructions and is used for executing the advertising creative processing method provided by the embodiment of the invention.

The embodiment of the invention has the following beneficial effects:

1) the advertisement creatives can be automatically generated after the advertisers submit the relevant information, the advertisers only need to preview and select the advertisement creatives which need to be used according to the advertisement creatives, compared with the related technology, the intermediate link does not need manual participation, and the production efficiency of the advertisement creatives is improved.

2) The advertisement creative template is screened by using the specification of the advertisement creative submitted by the advertiser, so that the advertisement creative recommended to the advertiser always meets the specification of the advertisement creative, and the problem of remaking the advertisement creative or modifying the advertisement creative due to the mismatching of the advertisement creative and the specification of the advertisement space is avoided.

3) The advertisement landing page address is used for extracting advertisement materials, so that the generated advertisement originality can be closely attached to the industry and the main business of an advertiser, the problem of homogenization of the advertisement delivered for the advertiser and the advertisement of the advertiser in the same industry is solved, and the personalized demand of the advertiser on the advertisement originality is met.

Drawings

FIG. 1 is a schematic diagram of an alternative entity architecture for an advertising creative processing system in accordance with embodiments of the present invention;

2-1-2-4 are alternative flow diagrams of an advertising creative processing method in an embodiment of the present invention;

FIG. 3 is an alternative schematic diagram of an advertising creative processing system for performing advertising creative processing in accordance with an embodiment of the present invention;

FIG. 4 is an alternative display diagram of an advertiser provided by a publisher submitting relevant information when requesting to produce a creative in accordance with an embodiment of the present invention;

FIG. 5 is an alternative diagram of an advertisement landing page in an embodiment of the present invention;

FIG. 6 is a schematic diagram of an advertising creative end and a search end collaboratively generating an advertising creative in an embodiment of the present invention;

FIG. 7 is a schematic diagram of an advertising creative in an embodiment of the present invention;

figure 8 is an alternative flow diagram of ad creative processing by entities in the ad creative processing system in accordance with an embodiment of the present invention.

Detailed Description

The present invention will be described in further detail below with reference to the accompanying drawings and examples. It should be understood that the examples provided herein are merely illustrative of the present invention and are not intended to limit the present invention. In addition, the following embodiments are provided as partial embodiments for implementing the present invention, not all embodiments for implementing the present invention, and the technical solutions described in the embodiments of the present invention may be implemented in any combination without conflict.

The terms and expressions referred to in the embodiments of the present invention are applied to the following explanations.

An advertiser: a party with a need to place an advertisement.

Advertisement audience: a party receiving an advertisement delivered by an advertiser.

An advertisement position: the terminal comprises a position for showing the advertisement, such as a specific area or an active window in a webpage of the terminal and a specific area in an operation interface of an Application (APP).

A terminal: the equipment for showing the advertisement to the advertisement audience can be fixed terminals such as desktop computers, television set-top boxes, Xbox/PS3 game machines, outdoor advertisement showing screens and the like; the mobile terminal can also be a mobile terminal such as a smart phone, a notebook computer, a tablet computer, a vehicle-mounted advertisement display screen and the like.

A throwing end: and the entity for delivering the advertisement to the advertisement position of the terminal according to the advertisement creative idea and the targeting condition specified by the advertiser.

Searching end: and extracting the entity of the advertisement element from the corresponding advertisement landing page according to the advertisement landing page address submitted by the advertiser.

An advertisement creative end: and generating entities according with the specifications of the corresponding advertisement creatives of the advertisement positions according to the advertisement materials and the advertisement creatives template.

And (3) advertising materials: basic elements for generating an advertising creative such as pictures, video, audio, text (e.g., various ad words, etc.).

The ad creative specification corresponds to the ad slot and describes a specification which an ad should meet when displayed at the ad slot, taking a picture as an example, and the ad creative specification is the height, width and the like of the picture.

And (3) advertising creative template: the semi-finished product of the advertisement creative idea can be edited secondarily, and the advertisement creative idea template is used for restricting the combination mode of advertisement materials such as pictures (media files in other forms), characters, advertisement landing pages and the like, so that different visual (and auditory) effects can be realized. For example, it may be composed of multiple specifications of secondarily editable pictures, the unit of the creative template is "set", and usually a set of creative templates contains multiple commonly used specifications of pictures.

Advertisement landing page (also called a promotional page) address: the advertisement audience clicks once on the advertisement at the advertisement space to access the page of the advertiser, such as a page for publicizing and selling products.

And (3) advertisement exposure: an advertisement is presented at an ad slot (e.g., an ad slot in a page visited by a user, an ad slot in an application used by an advertiser) of an advertiser's terminal, where one presentation of an advertisement at an ad slot is referred to as one ad exposure.

And (3) clicking the advertisement: an advertisee clicks on an advertisement once to access the advertiser's page, referred to as an ad click.

The advertising effect is as follows: after the advertisement is exposed, the advertisement audience clicks the advertisement and then realizes the effect on the object aiming at the advertisement exposure, such as ordering and purchasing goods, paying an order, downloading an application, activating the application and the like on the webpage of the advertiser.

Conversion (CVR, Click Value Rate): the number of further effect conversions after an ad is clicked (e.g., purchase, payment order, as described above) versus the number of ad clicks.

Click Through Rate (CTR) is the ratio of the number of times an advertisement is clicked to the number of times it is exposed.

As described above, the advertisement main memory meets the demand of making and delivering an advertisement creative idea in a targeted manner according to the business and the product of the advertisement main memory, so as to promote and popularize the product, the service and the like of the advertiser. The related art provides mainly the following two ways for an advertisement to acquire an advertising creative.

Mode 1) advertisers design ad creatives based on ad material and submit to advertisers for ad placement.

Because advertisers, particularly small and medium-sized advertisers, usually do not have professional conditions for producing advertising creatives, it is difficult to produce high-quality advertising creatives based on existing materials, and situations frequently occur that the advertising creatives uploaded to the advertisements for delivery do not meet the specifications (such as the sizes of pictures and advertising spots are not matched), the advertising creatives need to be modified, so that the production cycle of the advertising creatives is long, the expected delivery effect of the advertisements is influenced, and the utilization rate of the advertising spots is reduced.

Mode 2) the advertiser asks a third party to design an ad creative.

The advertiser provides the material for making the creative advertisement, the creative advertisement is made by an advertising creative design team, and the created creative advertisement is selected and uploaded to an advertisement system. The communication cost between the advertiser and the third party is higher, the production cycle of the creative advertisement is longer,

in view of the above problems, embodiments of the present invention provide an advertising creative processing method and an advertising creative processing apparatus applying the same, in which each entity in the advertising creative processing apparatus can be implemented in various ways in practical applications, for example, as a system using a server or a server cluster as a bearer, embedded as a functional module in an entity of an existing advertising system, and share hardware resources (e.g., a communication interface and a computing resource) with the embedded entity.

In practical implementation, each entity in the advertising creative processing apparatus may be implemented on one hardware device (e.g., a single server), or on a plurality of hardware devices, for the latter, it can be considered that the advertising creative processing apparatus is implemented as an advertising creative processing system composed of a plurality of entities, the embodiment of the present invention is described by taking the advertising creative processing apparatus as an example of the advertising creative processing system, and for the case that each entity in the advertising creative processing apparatus is implemented on one hardware device, those skilled in the art can implement the following embodiments based on understanding of the technical solution described below.

The advertisement creative processing system provided by the embodiment of the invention can be used for selecting an advertisement creative template matched with an advertiser according to the information submitted by the advertiser, including the industry information, the advertisement landing page address and the advertisement creative specification of the advertiser, by utilizing the industry and the advertisement creative specification information submitted by the advertiser, extracting advertisement material elements from the advertisement landing page of the advertiser, generating an advertisement creative meeting the advertisement creative specification by combining the advertisement creative template matched with the advertiser, and enabling the advertiser to select and launch the required advertisement creative. Because the advertisement creative template is selected based on the specification of the advertisement creative and the advertisement is manufactured, the generated advertisement necessarily meets the specification of the advertisement creative submitted by an advertiser, meanwhile, the advertisement elements are extracted from the advertisement landing page submitted by the advertiser to generate the advertisement creative, and the generated advertisement creative necessarily carries personalized information (such as enterprise logo, product picture and the like) of the advertiser, so that the advertisement creative has stronger personalized information guide and the perception of advertisement audiences to the advertiser is enhanced.

Referring to an optional entity architecture schematic diagram of an ad creative processing system 10 shown in fig. 1, an advertiser 11 submits information such as an ad landing page address, advertiser business information, ad creative specification and the like to a delivery end 12, a search end 13 extracts ad materials from the ad landing page, an ad creative end 14 selects an ad creative template meeting the ad creative specification according to the advertiser business and the ad creative specification, correspondingly fills the ad materials in the ad creative template, generates ad creatives meeting the ad creative specification in a targeted manner for the advertiser to select, the ad creatives selected by the advertiser to be used present the effect of the ad materials of the ad landing page, selects satisfactory ad creatives to submit to the delivery end, and the ad creatives are delivered to an ad audience 15 by the delivery end 12.

Generally, an advertiser will set targeting conditions for placing an advertisement at a placement end, which illustratively includes: 1) targeting conditions of the advertisement audience, such as targeting conditions in terms of region, age, education level, terminal equipment type and the like; 2) the type of the advertisement space used for putting the advertisement, such as open screen advertisement, application wall advertisement, screen insertion advertisement space and Banner advertisement space; 3) the billing mode of the advertisement delivery, for example; 4) the exposure of the advertisement, such as daily exposure, total exposure and the like; in addition, the advertiser may also set the cost information to be paid for placing the advertisement at the placement end.

The delivery end delivers advertisements to advertisement audiences through the advertisement space resources provided by the traffic party through specific traffic, and pays corresponding fees to the traffic party according to the consumption of the advertisement space resources of the traffic party.

Referring to fig. 2-1, an alternative flow diagram of an advertising creative processing method is shown, including steps 101-115, which are described below.

Step 101, a delivery end obtains an advertisement creative specification, an advertisement landing page address and advertiser business information submitted by an advertiser.

And 102, the delivery end sends the information submitted by the advertiser to the advertisement creative end and the search end.

The ad creative specification is distinguished according to the corresponding ad position, taking the ad position for putting picture (static or dynamic) ads as an example, the ad creative specification comprises the type of the picture, the height of the picture, the width of the picture and the maximum byte number occupied by the picture for storage; minimum length of title/description (e.g., ad words), maximum length of title/description (e.g., ad words). Taking the advertisement space for delivering video advertisements as an example, the specification of the advertisement space includes the type, resolution, time length, etc. of the video.

TABLE 1

Referring to an alternative structure of the ad creative specification shown in table 1, the ad creative specification is at least used for specifying the size of the picture used in the ad creative, and optionally, may also specify information such as the type of the picture, the length of the descriptive text of the picture, and the like. An alternative structure of advertiser business information is shown in table 2:

TABLE 2

Referring to table 2, the advertiser's industry information includes at least the industry in which the advertiser is engaged, illustratively,

the industry names adopt International Standard industry classifications (International Standard Industrial Classification of All Economic Activities), wherein a plurality of classifications are used, such as primary industry classifications (such as road transportation industry), and each primary industry Classification comprises a plurality of secondary industry classifications (such as urban public transportation, goods transportation and the like). Of course, the categories in the standard industry categories may be further divided or some industry categories may be combined according to the actual situation of the industry distribution of the advertiser. This is not a limitation in the embodiments of the present invention.

After the delivery end acquires the specification of the advertisement creative, the industry information and the address of the advertisement landing page submitted by the advertiser, in order to generate the advertisement creative idea, the delivery end screens an advertisement creative template matched with the advertiser in a targeted mode according to the industry to which the advertiser belongs and the provided service, so that the advertisement creative idea generated based on the advertisement creative template is more suitable for the characteristics of the industry of the advertiser and the provided service, and the advertisement effect is improved. In embodiments of the present invention, the ad creative template of the adapted advertiser may be obtained based on the advertisement landing page address or industry information submitted by the advertiser, and the following steps 103 to 107 describe different ways of obtaining the ad creative template of the adapted advertiser.

In one approach, an ad creative template (i.e., an ad creative template that can be recommended to an advertiser for making ad creatives) that is adapted to the advertiser is obtained based on the ad landing pages submitted by the advertiser.

And 103, extracting characters from the page structure of the advertisement landing page by the delivery end.

From the perspective of page structure, a webpage mainly comprises three major elements, namely a navigation bar, a column and text content; the navigation bar (1) is an important element constituting a web page, is a collection area of a website channel entry, and corresponds to a menu of a website. (2) The column refers to an area storing the same content in the webpage. Content with the same property is arranged in the same area of the webpage, and the user can be helped to quickly acquire required information. (3) The text content refers to the main content in the page. For example, an article page, the text content is the article itself; for a web site displaying a product, the text content is the product information.

Based on the page structure of the advertisement landing page, the characters in the column can most summarize the content of the advertisement landing page, so that the delivering end preferentially extracts the characters from the column; for the characters in the text, the keywords can be extracted to replace all the characters in the text for subsequent processing, so that the complexity of the subsequent processing is reduced.

And 104, extracting pictures from the page structure of the advertisement landing page by the delivery end, and performing character recognition on the extracted pictures to obtain characters.

In some embodiments, considering that the advertisement landing page inevitably includes information irrelevant to the advertiser, such as a picture advertisement delivered by a third party, and the picture most representative of the advertiser in the advertisement landing page is often the picture with the largest size in the text of the page structure, the delivery end preferentially extracts the pictures from the text of the page structure and performs text recognition according to the order of the sizes of the pictures from large to small, so that the hit rate of useful information (the information most representative of the industry and business of the advertiser) is improved.

It should be noted that, step 103 and step 104 may be executed alternatively or in combination, and exemplary execution of step 103 and step 104 includes the following cases:

case 1) the ad creative peer extracts only text words and not pictures from the page structure of the ad landing page, which is due to the advertiser not uploading pictures in the advertiser landing page.

Case 2) the ad creative peer extracts only pictures and not words from the page structure of the ad landing page, because the advertiser only uploaded pictures related to the service and not uploaded text words in the ad landing page.

Case 3) the ad creative end extracts text words without extracting pictures from the page structure of the ad landing page and also extracts pictures without extracting words from the page structure of the ad landing page, at which time the advertiser uploads pictures and text words in the ad landing page.

In some embodiments, based on the three cases illustrated above, steps 103 to 104 may be implemented in such a way:

mode 1) the ad creative end tries to extract text words from the page structure of the ad landing page:

if the text characters are not provided, trying to extract pictures from the page structure of the advertisement landing page, and performing character recognition on the extracted pictures to obtain characters;

if the text characters are proposed, the processing of the advertisement landing page can be stopped; or continuing to try to extract pictures from the page structure of the advertisement landing page, and performing character recognition on the extracted pictures to obtain characters.

Mode 2) the ad creative end tries to extract pictures from the page structure of the ad landing page:

if the picture is not extracted, text characters are extracted from the page structure of the advertisement landing page.

If the picture is extracted, the processing of the landing page can be terminated; or, continuing to try to extract text words from the page structure of the advertisement landing page.

Since the advertisement landing page at least comprises pictures or text characters, the mode of directly extracting the text characters from the page structure or identifying the characters from the extracted pictures ensures that the characters related to the advertiser can be always extracted from the advertisement landing page.

And 105, extracting keywords from the characters by the delivery end, and matching the extracted keywords with a keyword classification database to obtain the industry classification and the business classification of the advertiser.

In one embodiment of determining the industry classification, the corresponding relation of the industry classification in the database of each keyword retrieval classification is utilized, the occurrence frequency of the same industry classification in all retrieval results is counted, and the industry classification with the highest occurrence frequency is selected as the industry classification to which the advertisement belongs.

For example, taking 3 keywords extracted from the text as an example, the keyword 1 is used to search the corresponding relationship of the industry classifications, and an industry classification 1, an industry classification 2 and an industry classification 3 are obtained; searching the corresponding relation of the industry classification by using the keyword 2 to obtain an industry classification 3, an industry classification 4 and an industry classification 5; searching the corresponding relation of the industry classification by using the keyword 3 to obtain an industry classification 6, an industry classification 7 and an industry classification 8; the industry class with the highest hit rate of the 3 keywords is the industry class 3, and it is determined that the advertiser belongs to the industry class 3.

In one embodiment of determining the service classification, the corresponding relation of the service classification in the database of each keyword retrieval classification is utilized, the occurrence frequency of the same service classification in all retrieval results is counted, and the service classification with the highest occurrence frequency is selected as the service classification to which the advertisement belongs. The selection of the traffic class in practical applications can be implemented with reference to the above examples.

Step 106, the advertisement creative end carries out preliminary screening: and (4) screening out an advertisement creative template matched with the industry classification and the business classification of an advertiser from the advertisement creatives which accord with the specification of the advertisement creative in the advertisement creative template library.

Illustratively, the ad creative template library stores the ad creative templates in a manner of industry classification-business classification-ad creative specification, so that available ad creative templates can be preliminarily screened out in the ad creative library based on the industry classification, the business classification and the ad creative specification.

Step 107, secondary screening is carried out by the advertisement creative end: and performing priority sequencing on the screened advertisement creative templates, and screening the advertisement creative templates meeting the priority condition.

In one embodiment, the advertising creative peer obtains a weight of the advertising creative template in at least one dimension, which may be, for example, the following:

1) advertisement effect data weight of advertisement creativity generated based on advertisement template

The advertisement effectiveness data includes a click rate or conversion rate of the advertisement generated using the advertisement creative template; the advertisement effect data represents the advertisement putting effect, the larger the value of the advertisement effect data is, the better the advertisement putting effect is, and the corresponding advertisement creative template has more value of recommending to an advertiser.

Therefore, the weight of the advertisement effect data and the value of the advertisement effect data have a positive correlation in the embodiment of the invention, that is, the larger the value of the advertisement effect data is, the larger the weight of the advertisement effect data is.

2) The advertisement creative template corresponds to the industry weight of the industry engaged by the advertiser

The same advertisement creative template has different weights corresponding to different industries, and the weight of the advertisement creative template corresponding to one industry has a positive correlation with the use frequency of the advertisement (the advertisement made by the advertisement creative template) by an advertiser of the corresponding industry (namely, the advertisement creative is made for putting). That is, the greater the weight of the advertisement creative template corresponding to an industry is, the more the advertisement creative template has the recommended value for the advertiser in the industry.

	Industry 1 (traffic)	Industry 2 (traveling)
			Advertisement creative template 1	Weight 1	Weight 2

TABLE 3

Taking the weight 1 of the advertisement creative template 1 corresponding to the industry 1 and the weight 2 corresponding to the industry 2 as an example, if the number of times that the advertisement creative template is used by the advertiser of the industry 1 is used by the advertiser of the industry 2, the weight 1 is greater than the weight 2, that is, the advertisement creative template 1 has a recommendation value for the advertiser of the industry 1 relative to the advertiser of the industry 2.

3) The advertisement creative template corresponds to the business weight of the corresponding business provided by the advertiser

	Business 1 (City traffic)	Business 2 (freight transport)
			Advertisement creative template 2	Weight 3	Weight 4

TABLE 4

Taking the weight 3 of the ad creative template 2 corresponding to the industry 1 and the weight 4 corresponding to the industry 2 as an example, if the number of times that the ad creative template is used by the advertiser providing the service 1 is greater than the number of times that the ad creative template is used by the advertiser providing the service 2, the weight 3 is greater than the weight 4, that is, the ad creative template 2 has a recommendation value to the advertiser providing the service 1 relative to the advertiser providing the service 2.

4) Advertisement creative template corresponding to usage frequency weight of advertiser

The use frequency weight of the advertisement creative template has different values corresponding to different use frequencies of advertisers, and the higher the use frequency of the advertisement creative template by an advertiser is, the larger the value of the use frequency weight of the advertisement creative template corresponding to the advertiser is, and the more the value of the advertisement creative template is recommended to the advertiser.

	Frequency of use 1 (used)	Using frequency 2 (unused)
			Advertisement creative template 3	Weight 5	Weight 6

TABLE 5

Taking the example of the ad creative template 3 corresponding to the weight 5 of the frequency of use 1 (used) and the weight 4 of the frequency of use 2 (unused), if the frequency of use 1 is greater than the frequency of use 2, the weight 5 is greater than the weight 6, i.e. the ad creative template 3 has a better recommendation value for the advertiser using the frequency of use 1 than for the advertiser using the frequency of use 2.

The ad creative end determines a global weight of the ad creative template based on the weight of the ad creative template in at least one dimension, illustratively, the global weight is in a form of accumulation (such as weight 1 × weight 2) or accumulation (weight 1+ weight 2) of the weight of each dimension, and the global weight is based on the priority ranking of the ad creative template corresponding to the preview of the ad creative.

It should be noted that used and unused are exemplified in table 5.

And secondly, obtaining an advertising creative template matched with the advertiser based on the industry information submitted by the advertiser.

Referring to an alternative flow diagram of the ad creative processing method shown in fig. 2-2, the process of extracting text from steps 103 to 104 in fig. 2-1 may alternatively be implemented as steps 116 to 117 shown in fig. 2-2. The respective steps will be explained below.

In step 116, the advertisement creative end extracts industry classification keywords and business classification keywords from the industry information submitted by the advertiser.

Illustratively, the ad creative end provides the advertiser with the choice of the advertiser's industry classification based on the way of the industry classification candidate box and the advertiser with the choice of the advertiser's business classification based on the way of the business classification candidate box. Or the advertising creative end can acquire the industry classification and the business classification input by the advertiser based on the mode of the text input box.

And step 117, the advertisement creative end matches the extracted keywords with a keyword classification database to obtain the industry classification and the business classification of the advertiser.

Step 105, the advertisement creative end performs preliminary screening: and screening out industry classification with the advertiser from the advertisement creative template library.

Step 106, secondary screening is carried out at the advertisement creative end: and (4) screening out an advertisement creative template matched with the industry classification and the business classification of an advertiser from the advertisement creatives which accord with the specification of the advertisement creative in the advertisement creative template library.

It can be seen that the ad creative template adapted to the advertiser is obtained based on the advertisement landing page, or the ad creative template adapted to the advertiser is obtained through the industry information of the advertiser, so that the advertiser can still obtain the ad creative template adapted to the advertiser when only the industry information of the advertiser or the address of the advertisement landing page is submitted.

The advertisement creative recorded in the embodiment of the present invention is obtained by filling the advertisement material in the advertisement creative template adapted to the advertiser, which has been described above, and the advertisement creative end obtains the advertisement creative template adapted to the advertiser, and then, in combination with the steps 108 to 112, the step of obtaining the advertisement material corresponding to the advertiser on the basis of the advertisement landing page is described below, although the process of obtaining the advertisement material by the search end is described here by taking the example after the advertisement creative end obtains the advertisement creative template adapted to the advertiser, it can be understood that the step of obtaining the advertisement material by the search end recorded in the steps 107 to 111 can be executed in parallel with the step of obtaining the advertisement creative template adapted to the advertiser by the advertisement creative end, or before the advertisement creative end obtains the advertisement creative template adapted to the advertiser, the embodiment of the invention does not limit the execution sequence of the search end for obtaining the advertisement materials and the advertisement creative end for obtaining the advertisement creative template matched with the advertiser.

And 108, extracting page elements from the advertisement landing page by the search end.

In one embodiment, the page structure of the advertisement landing page is analyzed, and based on the element tags of the page elements in the page structure, at least one of the page elements with the following tags is extracted: text (e.g., subject text of the advertisement, body text of the advertisement), pictures, and an advertisement host graphical indicia (e.g., an advertiser logo).

Step 109, the searching terminal determines the correlation degree between at least two page elements of any different tags, and screens out the page elements with the correlation degree meeting the correlation degree condition as advertisement materials.

At least two page elements of any different tags form a combination of page elements (such as different combinations of characters and pictures, and also such as a combination of pictures and an advertisement main graphic identifier), and determine the relevance of each page element in the page element combination, or the relevance of the page element combination and advertiser business information (such as industry classification or business classification).

For example, for a combination of characters and pictures, extracting keywords from the characters, extracting keywords corresponding to the characters from the pictures, identifying the characters from the advertisement main graphic marks and extracting the keywords, determining the semantic relevance of each keyword, and selecting the page element in the page element combination with the highest relevance (or the relevance is higher than a relevance threshold) as the advertisement material.

For another example, for a combination of a picture and an advertisement host graphic identifier, a graphic feature (such as a color feature, a contour feature, etc.) is extracted from the picture, a graphic feature is extracted from the advertisement host graphic identifier, and the relevance of each graphic feature is determined. And selecting the page element in the page element combination with the highest relevance (or the relevance is higher than the relevance threshold) as the advertisement material.

In step 110, the search end sends the advertisement material to the advertisement creative end.

And step 111, the advertisement creative end fills the advertisement material in the advertisement creative template meeting the priority condition to obtain at least one advertisement creative, and generates preview of the advertisement creative.

In one embodiment, the filtered page elements are used to replace advertisement material in the advertisement creative template that has the same tags as the page elements.

For example, the topic characters in the advertisement material are used for replacing the preset topic characters in the advertisement creative template, the pictures in the advertisement material are used for replacing the preset pictures in the advertisement creative template, and the advertiser logo in the advertisement material is used for replacing the preset advertiser logo in the advertisement creative template.

Because the advertisement landing page address is used for extracting the advertisement material, the generated advertisement creative idea can be closely attached to the industry and the main business of the advertiser, the problem of homogenization of the advertisement delivered for the advertiser and the advertisement of the advertiser in the same industry is solved, and the personalized requirement of the advertiser on the advertisement creative idea is met.

At step 112, the advertising creative peer sends a preview of the advertising creative to the delivery peer based on the corresponding advertising creative template prioritization.

And 113, the delivery end previews the advertisement creatives to the advertisers according to the priority sequence.

Step 114, the delivery side obtains the selected ad creative based on the preview of the ad creative by the advertiser.

In one embodiment, a preview of the advertising creative is sent to the delivery end in a single pass based on a prioritization with the corresponding advertising creative template such that the delivery end presents previews of the advertising creative to the advertiser in the order received.

Alternatively, the previews of the advertising creative are prioritized based on the template corresponding to the advertising creative, and each time a preview (e.g., one or more) of a portion of the advertising creative is sent to the delivery end for presentation to the advertiser, the previews of the remaining portion of the advertising creative are sent on and off continuously when the advertiser is dissatisfied with the previews of the presented portion of the advertising creative.

In another embodiment, when the advertiser is not satisfied with the generated advertisement creative, the delivery end provides an editing tool of the advertisement creative, and supports the advertiser to modify the advertisement creative by using the creative editing tool, and to perform secondary editing on the advertisement creative, such as cutting, changing a file, changing a picture, and the like.

The steps 113 and 114 send previews of corresponding advertisement creatives to the advertiser according to the priority ranking of the advertisement creatives, so that the effect of recommending the advertisement creatives to the advertiser is achieved, the advertiser selects the advertisement creatives expected to be used according to the previews of the advertisement creatives recommended by the advertisement creatives, on one hand, the generated advertisement creatives are generated in a targeted manner according to the industry and the business of the advertiser, the advertiser can conveniently and quickly select the advertisement creatives expected to be used, on the other hand, the advertisement creatives recommended to the advertiser meet the specification of the advertisement creatives specified by the advertiser, the situation that the advertisement creatives are re-produced due to the fact that the specification of the advertisement creatives is not matched with the advertisement positions does not occur, the advertisement production period is shortened, the online efficiency of the advertisements is improved, and the utilization rate of the advertisement positions is ensured.

In the step, the advertising creativity sent to the advertiser is produced for the advertiser by selecting the adaptive advertising creativity template based on the industry information of the advertiser, so that the advertiser can quickly select the advertising creativity which tends to be used, the intermediate link from the intention of the advertiser to the advertisement putting of the advertiser by utilizing the advertisement space is shortened, and the utilization rate of the advertisement space is improved.

In step 115, the delivery side delivers advertisements to the audience of advertisements based on the creation of advertisements selected by the advertiser.

It can be seen from the combination of the above steps that, the advertisement originality is automatically generated in the subsequent steps based on the relevant information submitted by the advertiser, and the advertiser only needs to select the advertisement originality according to the preview of the advertisement originality, so that the production efficiency of the advertisement originality is improved, the advertiser can conveniently and quickly select the advertisement originality to be used for advertisement putting, the empty position of the advertisement position caused by the long-time failure to obtain the satisfactory advertisement originality is avoided, and the utilization rate of the advertisement position is ensured; meanwhile, the advertisement creative template is screened by using the advertisement creative specification submitted by the advertiser, so that the advertisement creative recommended to the advertiser always meets the advertisement creative specification, and the problem of remaking the advertisement creative or modifying the advertisement creative due to the fact that the advertisement creative is not matched with the advertisement space specification is solved.

In one embodiment, the advertiser does not want to obtain a homogenous ad creative and, accordingly, the ad creative end records the ad creative template used by the advertiser to make the ad creative selected, and after obtaining an ad creative template that is adapted (meets the priority condition) to the advertiser through secondary screening in step 107, referring to an alternative flow diagram of the ad creative processing method shown in fig. 2-3, the ad creative end filters the ad creative template used by the advertiser from the adapted ad creative template of the advertiser in step 118. Thus, an ad creative can be subsequently generated for an advertiser based on an ad creative template that was not used to generate the ad creative for the advertiser, avoiding the problem of homogenization of ad creatives generated for advertisers at a time.

In one embodiment, the advertising creative processing system optimally adjusts the recommendation style (algorithm) for recommending advertising creatives to advertisers to ensure that advertising creatives created based on high priority advertising creatives are more likely to be used by advertisers. Because the priority ranking of the ad creative template is controlled by the weights of the corresponding multiple dimensions, the recommendation mode of the ad creative template can be realized by adjusting the weights of the multiple dimensions of the ad creative template, which is explained below.

Referring to fig. 2-4, an alternative flow diagram of an ad creative processing method, after a delivery end delivers a selected ad creative to an advertisee (step 115), comprises:

in step 119, the ad creative end adjusts the weight of the ad creative template in at least one dimension based on the operation and maintenance data of the ad creative template.

Illustratively, the operation and maintenance data may be: 1) the number of times the ad creative template is selected for generating ad creatives; 2) the number of times an ad creative is selected for generation by all advertisers of the candidate industry (the industry to which the advertiser that used the ad creative template belongs); 3) when the times for generating the advertising creatives selected by all advertisers provided with the candidate services are lower than the use time threshold value; 4) ad effectiveness data for the ad creative template. For the above four operation and maintenance data pairs, adjusting the weights of the ad creatives includes the following cases:

1) when the number of times of generating the advertisement creative template is lower than the use number threshold (the first use number threshold), which indicates that the advertisement creative template is not frequently used, and the value of recommending the advertisement creative template to the advertiser is lower than the use frequency (the use number is higher than the use number threshold), the use frequency weight corresponding to the advertisement creative template is reduced according to a preset amplitude (the first preset amplitude) or a preset proportion, and if the value of the weight is originally 0.4, the weight is adjusted to be 0.2 if the preset proportion is 50%.

2) When the number of times that the advertisement creative template is selected by all advertisers in a candidate industry (the industry to which the advertiser who used the advertisement creative template belongs) to generate the advertisement creative is lower than the usage number threshold (second usage number threshold), the advertiser in the industry does not tend to use the advertisement creative template, and the industry weight of the advertisement creative template corresponding to the candidate industry is reduced according to a preset amplitude (second preset amplitude) or a preset proportion.

3) When the number of times (third using number threshold) for generating the advertisement creative that the advertisement creative template is selected by all advertisers providing the candidate services is lower than the using number threshold, which indicates that the advertiser providing the candidate services does not tend to use the advertisement creative template, the service weight of the advertisement creative template corresponding to the candidate services is reduced according to a preset amplitude (third preset amplitude) or a preset proportion.

4) And when the advertisement effect data of the advertisement creative template is lower than the advertisement effect data threshold, reducing the weight of the advertisement effect data of the candidate service corresponding to the advertisement creative template according to a preset amplitude (a fourth preset amplitude) or a preset proportion.

Through the weight of adjustment advertisement intention template in different dimensions for the weight of the advertisement intention template that is not used often reduces, has just also promoted the weight of the advertisement intention template that is used often, thereby can be according to the advertisement intention template by the service behavior of different trades, different business advertisers and the advertising effect condition of corresponding advertisement, the accurate ad intention template of confirming the adaptation advertiser.

In one embodiment, an advertising creative processing system optimally adjusts an advertising creative template recommended to an advertiser to increase usage of the advertising creative template. Referring to an alternative flow diagram of the ad creative processing method shown in fig. 2-4, after the delivering end delivers the selected ad creative to the advertisee (step 115), the method may further include:

and 120, the advertisement creative end optimizes and adjusts the corresponding advertisement creative template according to the advertisement effect data of the advertisement creative generated based on the advertisement creative template.

The method comprises the following conditions:

1) when the ad creative template is selected for generation of an ad creative less than a usage threshold (fourth usage threshold), the template structure of the ad creative template and the ad material in the template structure are updated. For example, the structure of the advertisement creative template is adjusted based on the structure of the advertisement creative template with higher use times (such as pictures, characters, arrangement of enterprise logos), and the materials in the advertisement creative template are replaced by other materials extracted from the advertisement landing page.

2) When the passing ratio of the illegal review of the advertisement creative template is lower than the review ratio threshold value, which is caused by the content violating the advertisement rules in the advertisement creative template, the illegal content filtering is carried out on the advertisement creative template, and the condition that the advertisements made by the advertisement creative template selected by a follow-up advertiser pass the review is ensured.

For example, the steps 119 and 120 are described with reference to an example, when the usage rate of an ad creative is low, if an offline survey indicates that the content of an ad creative template does not meet the requirement of an advertiser, the structure of the ad creative template is optimized and advertisement materials therein are updated, or the recommendation manner of the ad creative template (i.e., the weight corresponding to the ad creative template) is optimized, for example, the industry weight of the ad creative template corresponding to the industry advertiser is adjusted to zero, so as to avoid recommending the ad creative template to the advertiser of the corresponding industry as much as possible.

If the advertiser selects the ad creative and the subsequent advertisement review rate is low, the content violating the advertisement review rule exists in the ad creative template, the illegal content filtering is performed on the ad creative template, and meanwhile, the weight of the ad creative template is adjusted, so that the preferred ad creative template is prevented from being recommended to the advertiser (namely, the ad creative is made for the advertiser to select).

In one embodiment, the functions of the entities of the advertising creative processing system shown in FIG. 1 are described, it should be noted that the division of the entities in the advertising creative processing system is only a division at a logic function level, and a larger number of entities can be divided or parts of the entities can be combined in practical application.

Referring to fig. 3, an alternative flow diagram of an ad creative processing system for ad creative processing is shown, wherein the ad creative processing system implements the functions of an ad landing page-based creative generation tool on the side of an advertiser, and mainly comprises the following parts.

Firstly, a delivery end acquires information submitted by an advertiser

The advertiser logs in the delivery end based on the account registered in the advertisement creative processing system, and sets information such as the targeting condition of the delivered advertisement, the advertisement bid (the expense expected to be paid by the advertiser for the delivered advertisement), the advertisement delivery amount and the like at the delivery end when the advertisement needs to be delivered. In addition, for the case where the advertiser does not have a finished product ad creative, the delivery end may interact with the advertiser in a graphical manner to prompt the advertiser to submit relevant information.

Referring to fig. 4, an alternative display diagram is shown for a delivery side providing information that an advertiser submits when requesting to create a creative, the information entered by the advertiser when creating an advertising creative including: a link 41 to an advertisement landing page; advertiser industry information 42, such as primary industry classification and secondary industry classification information; the advertiser selects an ad creative specification 43, such as the size of the ad slot used to present the ad.

And secondly, extracting page elements from the advertisement landing page by the search end, and screening to obtain the page elements (advertisement materials) for making the advertisement creative idea.

The search end analyzes the page structure of the advertisement landing page provided by the advertiser, as shown in fig. 5, a page extraction result 50 of the page elements extracted from the advertisement landing page extracts all the page elements from the links 51 of the advertisement landing page, the tags of the page elements in the page represent the types of the page elements, and the following types of page elements are extracted according to the types of the tags of the page elements: 1. an enterprise logo 52; 2. a subject text 54; 3. the picture 53 is promoted.

There may be multiple page elements of the same type in the advertisement landing page, such as multiple enterprise logos (advertisement main graphic identifiers), multiple subject words, and multiple promotional pictures.

Referring to fig. 6, the advertisement landing page includes the following page elements as an example:

enterprise logo, subject character 1, picture 1, subject character 2 and picture 2; first a combination of formed page elements of any of the different tabs is formed, as follows:

enterprise logo, subject character 1 and picture 1;

enterprise logo, subject character 1 and picture 2;

enterprise logo, subject characters 2 and pictures 1;

enterprise logo, subject character 2 and picture 2.

Secondly, for each combination, calculating the relevance of each page element in the combination, such as the semantic relevance of the subject characters and the characters obtained by character recognition of the pictures, and screening out the combination of one or more page elements with the highest relevance (the relevance can be the relevance between the page elements or the relevance between the page elements and the industry classification and business classification of an advertiser) (such as relevance conditions) as an advertisement material for generating the advertisement idea. In fig. 6, the enterprise logo with the highest relevance, the subject text 1 and the picture 1 are taken as advertisement materials.

For another example: the advertisement landing page of wedding photo can capture 2 segments of characters, the three-in-one travel photo is followed by photo, the travel photo is satisfied once! "," customer consult Window ", select the text" three-travel photography follow-up with the greatest relevance to the "wedding photography" business, travel portrayal satisfied once! "as advertisement material.

Another example is: the wedding photo type advertisement landing page captures the text 'google advertisement promotion' appearing in the picture, and the semantic correlation degree with the wedding photo is too low, so that the picture is identified as the advertisement content of a third party and cannot be used for making the advertisement intention; if the words "eleven long fake travel photo benefits" appear in the picture and the semantic relevance to wedding photo satisfies the relevance condition, then this picture will be identified as "favorable information commodity picture" with a greater probability of being used for ad creative production than "google ad promotion".

And thirdly, selecting an advertisement creative template (creative template) matched with the advertiser by an advertisement creative end (advertisement creative system), and performing primary screening and secondary screening.

Primary screening: and screening out the advertisement creative template corresponding to the industry classification and the business classification of the advertiser from the advertisement creative template library. The method comprises the following two modes:

mode 1)

And extracting industry keywords from the industry information submitted by the advertiser, and matching the extracted keywords with a keyword classification database to obtain the industry classification and the business classification of the advertiser. And screening out the advertisement creative template matched with the industry classification and the business classification of the advertiser from the advertisement creative template library.

Mode 2)

Extracting characters from the advertisement landing page, which comprises the following two modes: 1) directly extracting text characters from a page structure of the advertisement landing page; 2) and extracting pictures from the page structure of the advertisement landing page, and performing character recognition on the extracted pictures to obtain characters.

And extracting keywords from the characters, and matching the extracted keywords with a keyword classification database to obtain the industry classification and the business classification of the advertiser. And screening out the advertisement creative template matched with the industry classification and the business classification of the advertiser from the advertisement creative template library.

Secondary screening: and (3) carrying out priority sequencing on the advertisement creative templates corresponding to the industry classification and the business classification of the advertiser, and screening out the advertisement creative template(s) with the highest priority.

The weights of the advertising creative template are determined based on global weights determined by the weights in different dimensions, and the weights of the advertising creative template in different dimensions comprise:

1) an advertising effectiveness data weight for the advertising creative is generated based on the advertising template.

2) The advertisement creative template corresponds to the industry weight of the industry engaged by the advertiser;

3) the advertisement creative template corresponds to the business weight of the corresponding business provided by the advertiser;

4) the frequency of use weights for the ad creative template.

The global weights for the ad creative template are determined based on the weights of the ad creative template in at least one dimension, for example, the global weights may be used to prioritize the ad creative template based on the global weights in an accumulation and cumulative manner for the weights of the dimensions.

The following describes screening of ad creative templates in conjunction with examples.

Primarily screening an advertisement creative template from the industry of an advertiser and the dimension of a main business; selecting an advertisement creative template which meets the specification of the advertisement creative from the initially screened creative templates; the priority ranking is carried out based on the global weight, in addition, the advertisement creative templates which are used for making the advertisement for the advertiser once can be screened out (the freshness of the advertisement creative is ensured, homogenization is avoided), and 1-N templates with high priority are called; and calling 1-N templates to be in a preparation state, and waiting for filling by using the advertisement materials returned by the search end to obtain the advertisement creatives.

The priority ranking of the advertisement creatives is comprehensively determined according to the weights of the advertisement creatives in multiple dimensions, and the priority ranking of the template a and the template b is explained according to the weights of industries, major businesses, freshness and document type dimensions.

The value (x, y) of the ad creative template to a different dimension is represented in the form, wherein x is the industry, the business, the use frequency and the document type of an advertiser, and y is the value of the weight of the ad creative template relative to x.

The weight value of each dimension of the advertisement creative template a is as follows:

industry weight: (dress, 1), (general electric business, 0.2); the weight of the main business: (women's dress, 1), (dress integrated, 0.6); freshness: (unused by advertiser, 1), (used by advertiser, 0.2); the types of the cases: (sales promotion, 1), (product characteristics, 0.5), (service purpose, 0).

The weight value of each dimension of the ad creative template b is as follows:

the industry weight of the advertisement creative template b is as follows: (clothing, 1, (general e-commerce, 0.1); major business weight (men's clothing, 1), (clothing general, 0.4); freshness (unused by advertiser, 1), (used by advertiser, 0.2); type of literature (promotion, 1), (merchandise characteristics, 1), (service purpose, 0).

Take such an advertiser as an example: the industry is dress, the business of mainly enchasing is dress is comprehensive, has not used advertisement intention template a and advertisement intention template b, and the value of the weight of the corresponding dimension of this advertiser of advertisement intention template a is 1, 0.6 and 1, and the value of the weight of the corresponding dimension of this advertiser of advertisement intention template b is 1, 0.4 and 1, and the sequencing of advertisement intention template a, advertisement intention template b depends on the product of different dimension weights: the global weight of the ad creative template is a: 1 x 0.6 x 1 ═ 0.6; the global weight of the ad creative template b is 1 x 0.4 x 1-0.4. Because the global weight of the advertisement creative template a is greater than that of the advertisement creative template b, the priority ranking result is a → b, and the advertisement creative template a and the page elements returned by the delivery end are preferentially selected to be combined to form the advertisement creative intention returned by the advertiser.

In addition, an alternative schematic diagram of the ad creative processing system shown in fig. 3, in which each entity performs corresponding processing, is shown in fig. 8, and includes steps 201 to 208, where steps 202 to 204 correspond to the processing of the preliminary screening ad creative template and the secondary screening ad creative template, and step 205 is processing of extracting ad material, and the two processing are executed in a non-sequential order, may be executed in parallel, or may be executed in sequence.

And fourthly, combining the page elements extracted by the putting end and the screened advertisement creative template into the advertisement creative by the advertisement creative end.

The delivery end displays the generated preview pictures of 1-N advertisement creatives to the advertiser for the advertiser to select, and delivers the generated preview of the advertisement creatives based on the advertisement creatives selected by the advertiser, wherein the preview of the generated advertisement creatives is shown in FIG. 7.

The page elements extracted based on fig. 5 and the ad creative template 1 shown in fig. 6 (corresponding to the ad creative template 57 in fig. 7) are used to replace the text part in the ad creative template 57 with the subject characters, i.e. the human resources culture center 54, replace the logo area in the ad creative template 57 with the enterprise logo 52, and replace the picture area in the ad creative template 57 with the picture 53, so as to obtain the ad creative 56.

And fifthly, the delivery end displays the preview of the advertisement creative idea to the advertiser according to the priority sequence, and delivers the advertisement based on the advertisement creative idea selected by the advertiser.

In addition, when the delivering end shows the preview of the creative advertisement to the advertisement, if the advertiser is not satisfied with the generated creative advertisement, the delivering end provides an editing tool of the creative advertisement, and supports the advertiser to modify the creative advertisement by using the editing tool of the creative advertisement and carry out secondary editing on the creative advertisement, such as cutting, changing a file, changing a picture and the like.

In summary, the embodiments of the present invention achieve the following beneficial effects:

1) the advertisement creativity is automatically generated after the advertiser submits the related information, the advertiser only needs to select the advertisement creativity to be used according to the advertisement creativity preview, compared with the related technology, the intermediate link does not need manual participation, the production efficiency of the advertisement creativity is improved, the advertiser can conveniently and quickly select the advertisement creativity to be used for advertisement putting, the empty position of an advertisement position caused by the fact that the satisfied advertisement creativity cannot be obtained for a long time is avoided, and the utilization rate of the advertisement position is ensured.

4) The adaptive advertisement creative template is selected based on the industry information of the advertiser to produce advertisement creative for the advertiser, so that the advertiser can quickly select the advertisement creative which tends to be used, the intermediate link from the intention of the advertiser to the advertisement putting for the advertiser by using the advertisement space is shortened, and the utilization rate of the advertisement space is improved.

Those skilled in the art will understand that: all or part of the steps for implementing the method embodiments may be implemented by hardware related to program instructions, and the program may be stored in a computer readable storage medium, and when executed, the program performs the steps including the method embodiments; and the aforementioned storage medium includes: various media capable of storing program codes, such as a removable Memory device, a Random Access Memory (RAM), a Read-Only Memory (ROM), a magnetic disk, and an optical disk.

Alternatively, the integrated unit of the present invention may be stored in a computer-readable storage medium if it is implemented in the form of a software functional module and sold or used as a separate product. Based on such understanding, the technical solutions of the embodiments of the present invention may be embodied in the form of a software product, which is stored in a storage medium and includes instructions for causing a computer device (which may be a personal computer, a server, or a network device) to execute all or part of the methods according to the embodiments of the present invention. And the aforementioned storage medium includes: a removable storage device, a RAM, a ROM, a magnetic or optical disk, or other various media that can store program code.

The above description is only for the specific embodiments of the present invention, but the scope of the present invention is not limited thereto, and any person skilled in the art can easily conceive of the changes or substitutions within the technical scope of the present invention, and all the changes or substitutions should be covered within the scope of the present invention. Therefore, the protection scope of the present invention shall be subject to the protection scope of the appended claims.

Claims

1. A method of ad creative processing, the method comprising:

extracting at least one of the following page elements from the advertisement landing page: the characters, the pictures and the graphic identification of the advertiser screen the extracted page elements to obtain advertisement materials;

replacing the page elements with the same label in the advertisement creative template meeting the priority condition by using the page elements included in the advertisement material to obtain at least one advertisement creative;

2. The method of claim 1,

said returning the advertising creative to the advertiser comprises:

the method further comprises the following steps:

3. The method of claim 1,

screening out the advertisement intention template that matches with advertiser trade information from the advertisement intention that accords with advertisement intention specification includes:

4. The method of claim 3,

the analyzing to obtain at least one of industry classification and business classification of the advertiser includes:

5. The method of claim 3,

6. The method of claim 1, wherein the prioritizing the filtered advertising creative templates comprises:

7. The method of claim 1,

extracting at least one of the following page elements from the advertisement landing page: characters, pictures and the graphical identification of the advertiser, and the extracted page elements are screened to obtain advertisement materials, and the method comprises the following steps:

analyzing the page structure of the advertisement landing page, and extracting at least one of the following page elements based on the tags of the page elements in the page structure: the text, the picture and the graphical identification of the advertiser;

wherein the degree of correlation comprises at least one of:

semantic relatedness of the text to the text identified from the picture;

8. The method of claim 1, wherein the method further comprises:

9. An advertising creative processing apparatus, the apparatus comprising:

the search end module is used for extracting at least one of the following page elements from the advertisement landing page: the characters, the pictures and the graphic identification of the advertiser screen the extracted page elements to obtain advertisement materials;

the advertisement creative end module is further used for replacing the page elements with the same label in the advertisement creative template meeting the priority condition by using the page elements included in the advertisement material to obtain at least one advertisement creative;

the delivery end module is further configured to return the ad creatives to the advertiser based on the priority ranking of the corresponding ad creatives templates.

10. The apparatus of claim 9,

the advertisement creative end module is also used for generating preview of the advertisement creative;

11. The apparatus of claim 9,

the advertisement creative end module is also used for analyzing to obtain at least one of industry classification and business classification of the advertiser;

12. The apparatus of claim 11,

the advertisement creative end module is also used for extracting text characters from the page structure of the advertisement landing page and/or extracting pictures from the page structure of the advertisement landing page and carrying out character recognition on the extracted pictures to obtain characters;

and the advertisement creative end module is used for extracting keywords from the characters, and obtaining at least one of industry classification and business classification of the advertiser by matching the extracted keywords with a keyword classification database.

13. The apparatus of claim 11,

the advertisement creative end module is also used for extracting keywords from the industry information of the advertiser, and obtaining at least one of industry classification and business classification of the advertiser by matching the extracted keywords with a keyword classification database.

14. The apparatus of claim 9,

the advertisement creative end module is also used for acquiring the weight of the advertisement creative template in at least one dimension;

15. The apparatus of claim 9,

the search end module is further configured to analyze a page structure of the advertisement landing page, and extract at least one of the following page elements based on a tag of a page element in the page structure: the text, the picture and the graphical identification of the advertiser;

wherein the degree of correlation comprises at least one of:

semantic relatedness of the text to the text identified from the picture;

16. The apparatus of claim 9,

the advertisement creative end module is further used for adjusting the weight of the advertisement creative template in at least one dimension based on the operation and maintenance data of the advertisement creative template;

17. A computer readable storage medium having stored thereon executable instructions for performing the advertising creative processing method of any one of claims 1-8 when executed by a processor.