CN107403337A - Advertisement placement method and device - Google Patents
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- CN107403337A CN107403337A CN201710509375.4A CN201710509375A CN107403337A CN 107403337 A CN107403337 A CN 107403337A CN 201710509375 A CN201710509375 A CN 201710509375A CN 107403337 A CN107403337 A CN 107403337A
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- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0261—Targeted advertisements based on user location
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
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- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0254—Targeted advertisements based on statistics
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- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0255—Targeted advertisements based on user history
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0269—Targeted advertisements based on user profile or attribute
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Abstract
The present invention, which provides a kind of advertisement placement method and device, advertisement placement method, to be included：Receive the ad-request that user terminal is sent；Include advertisement and identifier in the ad-request；According to the advertisement and identifier, the dispensing strategy of advertisement corresponding to the advertisement and identifier is obtained；Obtain the attribute information of the user terminal；According to the attribute information for launching tactful, described user terminal, the dispensing priority of advertisement corresponding to the advertisement and identifier is determined；The advertisement is launched according to identified dispensing priority.Advertisement placement method and device provided by the invention, according to the dispensing strategy of advertisement and the attribute information of user terminal, the priority level of advertisement is calculated, the advertisement of dispensing is determined according to priority level, so as to solve to cause the technical problem of network resources waste because advertisement putting is not accurate in the prior art.
Description
Technical field
The present invention relates to internet advertisement technology, more particularly to a kind of advertisement placement method and device, belongs to computer neck
Domain.
Background technology
With the development of internet, many traditional industries are all combined with internet, such as advertising sector.Media companies lead to
Cross web advertisement platform and advertisement is launched on network, using the ad banner on website, text link, multimedia method,
Internet delivered advertisements.
At present, media companies reach in the purpose of internet delivered advertisements with advertiser, and can make an appointment dispensing time
Number and dispensing mode.For example, the first advertiser proposes demand, it is necessary to intercut the first advertisement 1,000,000 times in certain TV play, the
Two advertisers require to intercut the second advertisement 2,000,000 times in multiple TV plays comprising above-mentioned TV play, then this two wide
Announcement will be added in the advertising listing corresponding to above-mentioned TV play, and, by media companies by the priority of the first advertisement
It is not adjusted to be higher than the second advertisement, during so as to play above-mentioned TV play, can preferentially plays the first advertisement.
But such advertisement putting mode, media companies set according only to the broadcasting time and broadcast mode of advertiser
The priority level of advertisement is put, mode is single, causes to disconnect between advertisement putting and commercial audience, and audient may passive viewing many
Oneself and halfhearted advertisement, advertiser can not also obtain the income of advertizing anticipation；Therefore, the advertisement of this form is thrown
Put not enough precisely, waste advertising resource and audient's time.Therefore, no matter for advertiser or spectators, this advertisement putting
Without Objective, accuracy can all not cause the waste of Internet resources.
The content of the invention
The present invention provides a kind of advertisement placement method and device, is believed according to the attribute of the dispensing strategy of advertisement and user terminal
Breath, the priority level of advertisement is calculated, the advertisement for determining to launch according to priority level, so as to solve in the prior art because advertisement is thrown
Putting precisely, does not cause the technical problem of network resources waste.
The first aspect of the invention is to provide a kind of advertisement placement method, including：
Receive the ad-request that user terminal is sent；Include advertisement and identifier in the ad-request；
According to the advertisement and identifier, the dispensing strategy of advertisement corresponding to the advertisement and identifier is obtained；
Obtain the attribute information of the user terminal；
According to the attribute information for launching tactful, described user terminal, advertisement corresponding to the advertisement and identifier is determined
Launch priority；
The advertisement is launched according to identified dispensing priority.
Another aspect of the present invention is to provide a kind of advertisement delivery device, including：
Receiving module, for receiving the ad-request of user terminal transmission；Include advertisement and identifier in the ad-request；
Acquisition module, for according to the advertisement and identifier, obtaining the dispensing strategy of advertisement corresponding to the advertisement and identifier；
The acquisition module is additionally operable to obtain the attribute information of the user terminal；
Determining module, for according to the attribute information for launching tactful, described user terminal, determining the advertisement and identifier
The dispensing priority of corresponding advertisement；
Putting module, the advertisement is launched for launching priority determined by.
Advertisement placement method and device provided by the invention, the ad-request that user terminal is sent is received first, wherein, extensively
Accuse in request and include advertisement and identifier.Further according to advertisement and identifier, the dispensing of advertisement corresponding to advertisement and identifier is obtained from database
Strategy, then obtain the attribute information of user terminal.According to the dispensing strategy and the attribute information of user terminal got, calculate
The dispensing priority of advertisement corresponding to advertisement and identifier, advertisement is launched to user terminal according to identified dispensing priority.Obtain
To dispensing strategy be advertiser demand, and attribute information be play advertisement user terminal the characteristics of, i.e. based on advertisement
Demand and the dispensing priority of advertisement is calculated the characteristics of audient, the need of the dispensing audient and advertiser of advertisement can be enable
Ask and match, improve effective audience size, the advertising resource of the network platform is fully used.
Brief description of the drawings
Fig. 1 is the flow chart of the advertisement placement method shown in an exemplary embodiment of the invention；
Fig. 2 is the flow chart of the advertisement placement method shown in another exemplary embodiment of the present invention；
Fig. 3 is the structure chart of the advertisement delivery device shown in an exemplary embodiment of the invention；
Fig. 4 is the structure chart of the advertisement delivery device shown in another exemplary embodiment of the present invention.
Embodiment
Fig. 1 is the flow chart of the advertisement placement method shown in an exemplary embodiment of the invention.
As shown in figure 1, the advertisement placement method that the present embodiment provides, including：
Step 101, the ad-request that user terminal is sent is received, includes advertisement and identifier in ad-request.
User terminal can browse webpage to server transmission or watch asking for video when browsing webpage or viewing video
Ask, also include the ad-request related to the webpage or video in this request.For example, user terminal is when watching film,
Need first to play one section of advertisement before film broadcasting, then need the relevant advertisements that advertisement to play is exactly the video.User is whole
Hold and the request bag for obtaining the movie resource is sent to server containing the request for obtaining advertisement to server transmission again, ad-request
In, include the mark of the related advertisement of webpage or video.
With media companies when arranging advertisement putting mode, if advertiser specifies in fixed video advertiser
Or advertisement is played in webpage, then there can be the advertisements of binding relationship with the webpage or video according to webpage or video acquisition
Know.
Wherein, identity of the advertisement and identifier as advertisement, it is unique unduplicated, can be obtained according to each advertisement and identifier
Take its corresponding advertisement.For example, advertisement and identifier can be the ID of advertisement, or transaction id of advertiser and media companies etc..
Step 102, according to advertisement and identifier, the dispensing strategy of advertisement corresponding to acquisition advertisement and identifier.
Specifically, according to advertisement and identifier, the dispensing of the advertisement corresponding to the advertisement and identifier is obtained from server database
Strategy.For example, advertisement and identifier is transaction id, the transaction id of reception is 12345, then it is 12345 that transaction id is searched in database
Advertisement dispensing strategy.
Launch that strategy is advertiser and media companies make an appointment, it is necessary to by advertisement and identifier and the dispensing strategy of advertisement
Corresponding relation be stored in advance in database, so as to get the dispensing plan of its corresponding advertisement according to advertisement and identifier
Slightly.
Step 103, the attribute information of user terminal is obtained.
Wherein, user terminal is to browse webpage or watch the electronic equipment that video uses, for example, mobile phone, computer, Ipad
Deng.
Specifically, the attribute information of user terminal can be obtained from internal database, can also be obtained from external data base
Obtain the attribute information of user terminal.Further, the attribute information of user terminal can be obtained from multiple external data bases, with
The information for making to get more is enriched.
Preferably, the attribute information of user terminal can include：The transmission time of ad-request, user terminal are currently playing
The label of information, the positional information of user terminal, advertisement and identifier correspond to advertisement in the broadcasting time of user terminal, user terminal
User property etc..
Step 104, according to the attribute information for launching strategy, user terminal, the dispensing of advertisement corresponding to advertisement and identifier is determined
Priority.
Wherein, according to the matching degree for the attribute information for launching strategy and user terminal, advertisement corresponding to advertisement and identifier is calculated
Dispensing priority.For example, ad-request includes two advertisement and identifiers, the respectively first mark and second identify, this two
For the dispensing strategy of advertisement except restricted to playing region, other strategies are identical, wherein, advertisement plan corresponding to the first mark
Slightly played in Shanghai, advertising strategy corresponding to the second mark is to be played in Beijing.If the attribute of the user terminal got
In information, user terminal position is Beijing, then the dispensing priority of advertisement is higher than corresponding to the second mark calculated
The dispensing priority of advertisement corresponding to first mark.
Step 105, advertisement is launched according to identified dispensing priority.
Specifically, by advertisement by priority ranking is launched, the high advertisement of priority level is launched to user terminal.If more
The dispensing priority of branch advertisement is identical and highest in the ranking, then randomly selects one in above-mentioned branched advertisement and launched.
The advertisement placement method that the present embodiment provides, the ad-request that user terminal is sent is received first, wherein, advertisement please
Include advertisement and identifier in asking.Further according to advertisement and identifier, the dispensing strategy of advertisement corresponding to acquisition advertisement and identifier from database,
Then the attribute information of user terminal is obtained.According to the dispensing strategy and the attribute information of user terminal got, advertisement is calculated
The dispensing priority of advertisement corresponding to mark, advertisement is launched to user terminal according to identified dispensing priority.Get
The demand that strategy is advertiser is launched, and attribute information is the characteristics of playing the user terminal of advertisement, i.e. the need based on advertisement
The characteristics of summation audient, calculates the dispensing priority of advertisement, can enable the demand phase of the dispensing audient and advertiser of advertisement
Matching, improves effective audience size, the advertising resource of the network platform is fully used.
Fig. 2 is the flow chart of the advertisement placement method shown in another exemplary embodiment of the present invention.
As shown in Fig. 2 the advertisement placement method that the present embodiment provides, including：
Step 201, the ad-request that user terminal is sent is received, includes advertisement and identifier in ad-request.
Step 202, according to advertisement and identifier, the dispensing strategy of advertisement corresponding to acquisition advertisement and identifier.
Wherein, launch strategy and comprise at least following one kind：
The advertisement putting period：The period for the advertisement putting that advertiser arranges with media companies, for example, the morning 6:00-
8:00 plays, and weekend whole day plays etc..Period can be a period, can also be made up of multiple periods separated.
Advertisement putting region：The region for the advertisement putting that advertiser arranges with media companies, such as Beijing, Shanghai, China
Deng.
Advertisement putting blacklist：Include at least one vocabulary or label information in advertisement putting blacklist, advertiser with
Media companies' agreement when there is vocabulary in the blacklist or comprising label information in the blacklist, then do not launch wide
Accuse.For example, the advertisement on building that property firm launches, the property firm and the about settled webpage of media companies or
When occurring earthquake vocabulary in video, then the above-mentioned advertisement on building is not launched.
Advertisement putting target group：The advertisement putting target group that advertiser arranges with media companies, such as target person
Group is male, the information such as 25-30 year.In addition, target group can also include stablizing crowd, for example, advertiser wishes advertisement
The crowd for often watching a certain TV play or often browsing same website can be delivered to.
Impressions threshold value：The advertisement putting number that advertiser arranges with media companies, impressions threshold value can be
The advertisement is directed to the broadcasting time higher limit of same user terminal, can also be the dispensing that advertiser arranges with media companies
Ratio value.For example, advertiser arranges with media companies, 1,000,000 user terminals are provided altogether from media companies to advertiser
Request, 800,000 user terminals are selected by advertiser in 1,000,000 user terminal requests, then by media companies wherein
Carry out dispensing advertisement, then it is 80% to launch ratio value.
Step 203, the attribute information of user terminal is obtained.
Wherein, the attribute information of user terminal comprises at least following one kind：
The transmission time of ad-request：In general, after user terminal sends ad-request, server can be to user terminal
The corresponding advertising resource of meeting is fed back, then user terminal plays the advertising resource.Because the feedback time of server is very short, therefore
It is considered that user terminal sends the time of ad-request i.e. user terminal plays the time of advertisement, further, can be with
Think, the time for sending time i.e. user's viewing advertisement of ad-request.
The label of the currently playing information of user terminal：Show the webpage or video tab of advertisement.Generally, Internet advertising meeting
Show on webpage, or shown before video is played, label is the label letter of the text information or video on webpage
Breath.
The positional information of user terminal：Geographical position where user terminal.
Advertisement and identifier corresponds to broadcasting time of the advertisement in user terminal：Can be that the advertisement and identifier corresponds to advertisement same
The broadcasting time of user terminal or the advertisement and identifier counted correspond to broadcasting time of the advertisement in all user terminals
Number, i.e., total impressions.
The user property of user terminal：Such as the information such as the sex of user, age.In addition, user property can also include
Whether the user is to stablize user, such as the user watches a certain TV play or browses the number of same website and exceedes preset value,
The user is then thought to stablize user.
Step 204, strategy will be launched to be compared with the attribute information of user terminal, determines priority evaluating.
Wherein, priority evaluating includes：Period evaluating (TI).
If the transmission time of ad-request belongs to the advertisement putting period, period evaluating is the first preset value, otherwise
Period evaluating is the second preset value.For example, the time that ad-request is sent is the morning 7:00, and the advertisement putting period is 6:
00-8:00, then it is assumed that the time that the ad-request is sent belongs to the advertisement putting period, and it is pre- that period evaluating (TI) is equal to first
If value.
In addition, priority evaluating also includes：Label evaluating (BS).
If the label of the currently playing information of user terminal is included in advertisement putting blacklist, label evaluating (BS)
For the second preset value, otherwise label evaluating is the first preset value.
Further, priority evaluating also includes：Region evaluating (CI)
If the positional information of user terminal is included in advertisement putting region, region evaluating is the first preset value,
Otherwise period evaluating is the second preset value.
Preferably, priority evaluating also includes：Launch frequency evaluating.
Wherein, dispensing ratio evaluating (PR), number control evaluating can also be included by launching frequency evaluating
(FC)。
If for impressions threshold value to launch ratio value, it is wide for this that advertisement and identifier corresponds to broadcasting time of the advertisement in user terminal
Total impressions (A) are accused, then：
Obtain media companies and provide the quantity (B) of user terminal requests altogether to advertiser, A/B be media companies
The dispensing ratio realized, if A/B is more than the dispensing ratio value of agreement, it is second default to launch ratio evaluating (PR)
Value, it is the first preset value otherwise to launch ratio evaluating (PR).For example, the dispensing ratio of agreement is 80%, count what is obtained
The dispensing ratio having been realized in is 60%, then it is assumed that the ratio launched is less than the dispensing ratio value of agreement, it is necessary to increase
Add injected volume, ratio evaluating (PR) will be launched and be arranged to the first preset value.
If impressions threshold value is the broadcasting time higher limit (ft) that the advertisement is directed to same user terminal, advertisement and identifier
Corresponding advertisement corresponds to broadcasting time of the advertisement in same user terminal in the broadcasting time of user terminal for the advertisement and identifier
(F).Then：
Number control evaluating (FC)=ft/F.
For example, advertiser arranges with media companies, the number that advertisement is launched to each user terminal is controlled at 50 times, such as
In the user terminal attribute that fruit obtains, the user terminal has played above-mentioned advertisement as 20 times, then number control evaluating (FC)
=2/5.
During practical application, priority evaluating also includes：Human opinion's parameter.
Wherein, human opinion's parameter includes：Target group's evaluating (TA), stable human opinion's parameter (ST).
Specifically, if the user property of user terminal is included in advertisement putting target group, target group evaluates ginseng
Number (TA) is the first preset value, and otherwise target group's evaluating (TA) is the second preset value.
Further, if target group also includes stablizing crowd, whether customer attribute information belongs to steady including the user
Determine crowd, then：
Judge whether the user belongs to stable crowd, if it is, stable human opinion's parameter (ST) is the first preset value,
Otherwise, stable human opinion's parameter (ST) is the second preset value.
Preferably, the first preset value is 1, and the second preset value is 0.
Step 205, according to the priority evaluating, the dispensing that advertisement corresponding to the advertisement and identifier is calculated is excellent
First level.For example, directly priority evaluating value can be added, the dispensing priority (R) of each advertisement is calculated
During practical application, launching strategy also includes the weighted value of priority evaluating.In order to according to advertiser
Demand, more accurately launch advertisement, therefore launch the weighted value that can also include priority evaluating in strategy, calculating
When launching priority, using each priority evaluating of weighted value amendment of correlation, so as to be found according to advertiser's demand
The user terminal more matched, and launch advertisement to it.
Specifically, weighted value is multiplied by priority evaluating value, as the last parameter for calculating priority and using.
For example, the weighted value for launching ratio evaluating (PR) is 100.
Step 206, according to priority evaluating, the weighted value of priority evaluating, advertisement and identifier pair is calculated
The dispensing priority for the advertisement answered.
Further, priority evaluating directly can be multiplied by into its corresponding weighted value to be added again, be calculated every
The dispensing priority (R) of individual advertisement.It can also be launched according to the demand difference Adjustable calculation for launching strategy and advertiser excellent
The mode of first level.
Launched below for the calculating according to the different adjustment of the demand for launching strategy and advertiser that the present embodiment provides
The formula of priority, wherein, the weighted value for launching ratio evaluating is 100, is specially：
If advertiser and media companies do not arrange dispensing ratio,
R=TI × BS × FC × CI × TA
If the demand of advertiser is desirable to the preferential dispensing ratio for ensureing to complete agreement,：
R=100 × PR+TI × BS × FC × CI × TA
If the demand of advertiser, which is the preferential user for ensureing viewing advertisement, belongs to target group, target can be set
The weighted value of human opinion's parameter：
R=100 × PR+TI × BS × FC × CI × (mu × TA)
Preferably, mu is less than 10.
If in addition, advertiser setting target group include stablizing crowd,：
R=100 × PR+TI × BS × FC × CI × (mu × TA) × ST
Wherein, can also be to stablize human opinion's parameter (ST) to set weighted value n, preferable weighted value n as more than or equal to 1
Value.
There is provided after the weighted value for stablizing human opinion's parameter (ST), the formula that priority is launched in above-mentioned calculating is changed into：
R=100 × PR+TI × BS × FC × CI × (mu × TA) × n × ST
If the demand of advertiser is preferentially to ensure that advertisement does not appear in include information in advertisement putting blacklist
In the page, then：
R=BS × (100 × PR+TI × FC × CI × TA)
Step 207, advertisement is launched according to identified dispensing priority.
The advertisement placement method that the present embodiment provides, the ad-request that user terminal is sent is received first, wherein, advertisement please
Include advertisement and identifier in asking.Further according to advertisement and identifier, the dispensing strategy of advertisement corresponding to acquisition advertisement and identifier from database,
Wherein, the weighted value of priority evaluating can also be included by launching strategy.Then the attribute information of user terminal is obtained.It will throw
Put strategy to be compared with the attribute information of user terminal, determine priority evaluating, obtain the priority launched in strategy
The weighted value of evaluating, further according to priority evaluating, the weighted value of priority evaluating, advertisement and identifier is calculated
The dispensing priority of corresponding advertisement.Advertisement is launched to user terminal according to identified dispensing priority.The dispensing got
Strategy is the demand of advertiser, also includes weighted value in the demand of advertiser, using weighted value to priority evaluating
It is adjusted, and for the different demands of advertiser, there is provided it is corresponding to calculate the formula for launching priority, can be more accurate
The characteristics of true demand and audient based on advertiser, calculates the dispensing priority of advertisement, can make the dispensing audient of advertisement
It can match with the demand of advertiser, improve effective audience size, the advertising resource of the network platform is fully used.
Fig. 3 is the structure chart of the advertisement delivery device shown in an exemplary embodiment of the invention.
As shown in figure 3, the advertisement delivery device that the present embodiment provides, including：
Receiving module 31, for receiving the ad-request of user terminal transmission.Include advertisement and identifier in ad-request.Connect
Receiving module 31 realizes the principle of above-mentioned function with step 101.
Acquisition module 32, for according to advertisement and identifier, obtaining the dispensing strategy of advertisement corresponding to advertisement and identifier.Acquisition module
32 realize the principle of above-mentioned function with step 102.
Acquisition module 32 is additionally operable to obtain the attribute information of user terminal.Acquisition module 32 realizes that the principle of above-mentioned function is same
Step 103.
Determining module 33, for according to the attribute information for launching strategy, user terminal, determining advertisement corresponding to advertisement and identifier
Dispensing priority.Determining module 33 realizes the principle of above-mentioned function with step 104.
Putting module 34, advertisement is launched for launching priority determined by.Putting module 34 realizes above-mentioned function
Principle with step 105.
Wherein, receiving module 31, acquisition module 32, determining module 33 and putting module 34 are sequentially connected.
The advertisement delivery device that the present embodiment provides, the ad-request that user terminal is sent is received first, wherein, advertisement please
Include advertisement and identifier in asking.Further according to advertisement and identifier, the dispensing strategy of advertisement corresponding to acquisition advertisement and identifier from database,
Then the attribute information of user terminal is obtained.According to the dispensing strategy and the attribute information of user terminal got, advertisement is calculated
The dispensing priority of advertisement corresponding to mark, advertisement is launched to user terminal according to identified dispensing priority.Get
The demand that strategy is advertiser is launched, and attribute information is the characteristics of playing the user terminal of advertisement, i.e. the need based on advertisement
The characteristics of summation audient, calculates the dispensing priority of advertisement, can enable the demand phase of the dispensing audient and advertiser of advertisement
Matching, improves effective audience size, the advertising resource of the network platform is fully used.
Fig. 4 is the structure chart of the advertisement delivery device shown in another exemplary embodiment of the present invention.
As shown in figure 4, on the basis of above-described embodiment, the advertisement delivery device of the present embodiment offer, acquisition module 32
The dispensing strategy of acquisition comprises at least following one kind：Advertisement putting period, advertisement putting region, advertisement putting blacklist, advertisement
Launch target group, impressions threshold value.
The attribute information for the user terminal that acquisition module 32 obtains comprises at least following one kind：
Ad-request sends time, the label of the currently playing information of user terminal, the positional information of user terminal, advertisement
The corresponding advertisement of mark is in the broadcasting time of user terminal, the user property of user terminal.
Determining module 33 includes：Parameter determination unit 331, computing unit 332.Parameter determination unit 331 and computing unit
332 connections
Parameter determination unit 331, it is compared for strategy will to be launched with the attribute information of user terminal, determines priority
Evaluating.
Wherein, priority evaluating includes：Period evaluating, label evaluating, region evaluating, dispensing frequency
Secondary evaluating, human opinion's parameter.
Parameter determination unit 331 is specifically used for：
If the transmission time of ad-request belongs to the advertisement putting period, period evaluating is the first preset value, otherwise
Period evaluating is the second preset value；
If the label of the currently playing information of user terminal is included in advertisement putting blacklist, label evaluating is the
Two preset values, otherwise label evaluating is the first preset value；
If the positional information of user terminal is included in advertisement putting region, region evaluating is the first preset value,
Otherwise region evaluating is the second preset value；
If advertisement and identifier corresponds to advertisement and reaches impressions threshold value in the broadcasting time of user terminal, frequency evaluation is launched
Parameter is the second preset value, and it is the first preset value otherwise to launch frequency evaluating；Or according to the broadcasting time of user terminal and
Impressions threshold calculations launch frequency evaluating；
If the user property of user terminal is included in advertisement putting target group, human opinion's parameter is first default
Value, otherwise human opinion's parameter is the second preset value.
Parameter determination unit 331 realizes the principle of above-mentioned function with step 204.
Computing unit 332, for according to priority evaluating, the dispensing that advertisement corresponding to advertisement and identifier is calculated to be excellent
First level.Computing unit 332 realizes the principle of above-mentioned function with step 205.
Preferably, launching strategy also includes the weighted value of priority evaluating；
Accordingly, computing unit 332 is additionally operable to：
According to priority evaluating, the weighted value of priority evaluating, advertisement corresponding to advertisement and identifier is calculated
Dispensing priority.Computing unit 332 realizes the principle of above-mentioned function with step 206.
The advertisement delivery device that the present embodiment provides, the ad-request that user terminal is sent is received first, wherein, advertisement please
Include advertisement and identifier in asking.Further according to advertisement and identifier, the dispensing strategy of advertisement corresponding to acquisition advertisement and identifier from database,
Wherein, the weighted value of priority evaluating can also be included by launching strategy.Then the attribute information of user terminal is obtained.It will throw
Put strategy to be compared with the attribute information of user terminal, determine priority evaluating, obtain the priority launched in strategy
The weighted value of evaluating, further according to priority evaluating, the weighted value of priority evaluating, advertisement and identifier is calculated
The dispensing priority of corresponding advertisement.Advertisement is launched to user terminal according to identified dispensing priority.The dispensing got
Strategy is the demand of advertiser, also includes weighted value in the demand of advertiser, using weighted value to priority evaluating
It is adjusted, and for the different demands of advertiser, there is provided it is corresponding to calculate the formula for launching priority, can be more accurate
The characteristics of true demand and audient based on advertiser, calculates the dispensing priority of advertisement, can make the dispensing audient of advertisement
It can match with the demand of advertiser, improve effective audience size, the advertising resource of the network platform is fully used.
One of ordinary skill in the art will appreciate that：Realizing all or part of step of above-mentioned each method embodiment can lead to
The related hardware of programmed instruction is crossed to complete.Foregoing program can be stored in a computer read/write memory medium.The journey
Sequence upon execution, execution the step of including above-mentioned each method embodiment；And foregoing storage medium includes：ROM, RAM, magnetic disc or
Person's CD etc. is various can be with the medium of store program codes.
Finally it should be noted that：Various embodiments above is merely illustrative of the technical solution of the present invention, rather than its limitations；To the greatest extent
The present invention is described in detail with reference to foregoing embodiments for pipe, it will be understood by those within the art that：Its according to
The technical scheme described in foregoing embodiments can so be modified, either which part or all technical characteristic are entered
Row equivalent substitution；And these modifications or replacement, the essence of appropriate technical solution is departed from various embodiments of the present invention technology
The scope of scheme.
Claims (12)
- A kind of 1. advertisement placement method, it is characterised in that including：Receive the ad-request that user terminal is sent；Include advertisement and identifier in the ad-request；According to the advertisement and identifier, the dispensing strategy of advertisement corresponding to the advertisement and identifier is obtained；Obtain the attribute information of the user terminal；According to the attribute information for launching tactful, described user terminal, the dispensing of advertisement corresponding to the advertisement and identifier is determined Priority；The advertisement is launched according to identified dispensing priority.
- 2. advertisement placement method according to claim 1, it is characterised in that the strategy of launching is comprised at least with next Kind：Advertisement putting period, advertisement putting region, advertisement putting blacklist, advertisement putting target group, impressions threshold value.
- 3. advertisement placement method according to claim 2, it is characterised in that the attribute information of the user terminal at least wraps Include following one kind：The ad-request sends time, the label of the currently playing information of the user terminal, the position of the user terminal Information, the advertisement and identifier correspond to advertisement in the broadcasting time of the user terminal, the user property of the user terminal.
- 4. advertisement placement method according to claim 3, it is characterised in that described to launch tactful, described use according to described The attribute information of family terminal, the dispensing priority of advertisement corresponding to the advertisement and identifier is determined, including：The tactful attribute information with the user terminal of the dispensing is compared, determines priority evaluating；According to the priority evaluating, the dispensing priority of advertisement corresponding to the advertisement and identifier is calculated.
- 5. advertisement placement method according to claim 4, it is characterised in thatThe priority evaluating includes：Period evaluating, label evaluating, region evaluating, the dispensing frequency are commented Valency parameter, human opinion's parameter；It is described that the tactful attribute information with the user terminal of the dispensing is compared, priority evaluating is determined, is wrapped Include：If the transmission time of the ad-request belongs to the advertisement putting period, the period evaluating is first default Value, otherwise the period evaluating is the second preset value；If the label of the currently playing information of user terminal is included in the advertisement putting blacklist, the label evaluation Parameter is the second preset value, and otherwise the label evaluating is the first preset value；If the positional information of the user terminal is included in the advertisement putting region, the region evaluating is first Preset value, otherwise the region evaluating is the second preset value；If the advertisement and identifier corresponds to advertisement and reaches the impressions threshold value in the broadcasting time of the user terminal, described It is the second preset value to launch frequency evaluating, and otherwise the dispensing frequency evaluating is the first preset value；Or according to described Frequency evaluating is launched described in the broadcasting time of user terminal and the impressions threshold calculations；If the user property of the user terminal is included in the advertisement putting target group, human opinion's parameter is First preset value, otherwise human opinion's parameter is the second preset value.
- 6. advertisement placement method according to claim 5, it is characterised in that the strategy of launching also includes the priority The weighted value of evaluating；The attribute information according to tactful, the described user terminal of dispensing, determine advertisement corresponding to the advertisement and identifier Priority is launched, including：According to the priority evaluating, the weighted value of the priority evaluating, the advertisement and identifier pair is calculated The dispensing priority for the advertisement answered.
- A kind of 7. advertisement delivery device, it is characterised in that including：Receiving module, for receiving the ad-request of user terminal transmission；Include advertisement and identifier in the ad-request；Acquisition module, for according to the advertisement and identifier, obtaining the dispensing strategy of advertisement corresponding to the advertisement and identifier；The acquisition module is additionally operable to obtain the attribute information of the user terminal；Determining module, for according to the attribute information for launching tactful, described user terminal, determining that the advertisement and identifier is corresponding Advertisement dispensing priority；Putting module, the advertisement is launched for launching priority determined by.
- 8. advertisement delivery device according to claim 7, it is characterised in that the strategy of launching is comprised at least with next Kind：Advertisement putting period, advertisement putting region, advertisement putting blacklist, advertisement putting target group, impressions threshold value.
- 9. advertisement delivery device according to claim 8, it is characterised in that the attribute information of the user terminal at least wraps Include following one kind：The ad-request sends time, the label of the currently playing information of the user terminal, the position of the user terminal Information, the advertisement and identifier correspond to advertisement in the broadcasting time of the user terminal, the user property of the user terminal.
- 10. advertisement delivery device according to claim 9, it is characterised in that the determining module includes：Parameter determination unit, for the tactful attribute information with the user terminal of the dispensing to be compared, it is determined that preferentially Level evaluating；Computing unit, for according to the priority evaluating, the dispensing of advertisement corresponding to the advertisement and identifier to be calculated Priority.
- 11. advertisement delivery device according to claim 10, it is characterised in thatThe priority evaluating includes：Period evaluating, label evaluating, region evaluating, the dispensing frequency are commented Valency parameter, human opinion's parameter；The parameter determination unit is specifically used for：If the transmission time of the ad-request belongs to the advertisement putting period, the period evaluating is first default Value, otherwise the period evaluating is the second preset value；If the label of the currently playing information of user terminal is included in the advertisement putting blacklist, the label evaluation Parameter is the second preset value, and otherwise the label evaluating is the first preset value；If the positional information of the user terminal is included in the advertisement putting region, the region evaluating is first Preset value, otherwise the region evaluating is the second preset value；If the advertisement and identifier corresponds to advertisement and reaches the impressions threshold value in the broadcasting time of the user terminal, described It is the second preset value to launch frequency evaluating, and otherwise the dispensing frequency evaluating is the first preset value；Or according to described Frequency evaluating is launched described in the broadcasting time of user terminal and the impressions threshold calculations；If the user property of the user terminal is included in the advertisement putting target group, human opinion's parameter is First preset value, otherwise human opinion's parameter is the second preset value.
- 12. advertisement delivery device according to claim 11, it is characterised in that described to launch strategy also including described preferential The weighted value of level evaluating；The computing unit is specifically used for：According to the priority evaluating, the weighted value of the priority evaluating, the advertisement and identifier pair is calculated The dispensing priority for the advertisement answered.
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| CN201710509375.4A CN107403337A (en) | 2017-06-28 | 2017-06-28 | Advertisement placement method and device |
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