CN108229990B

CN108229990B - Advertisement title generation method, device and equipment

Info

Publication number: CN108229990B
Application number: CN201611155087.5A
Authority: CN
Inventors: 陈东
Original assignee: 3600 Technology Group Co ltd
Current assignee: 3600 Technology Group Co ltd
Priority date: 2016-12-14
Filing date: 2016-12-14
Publication date: 2023-08-15
Anticipated expiration: 2036-12-14
Also published as: CN108229990A

Abstract

The invention discloses an advertisement title generation method, and relates to the technical field of computers. The method comprises the following steps: acquiring a context keyword of at least one information flow native advertisement space; acquiring advertisement keywords of advertisement materials; acquiring target news materials matched with the context keywords and the advertisement keywords; and analyzing news keywords in the title of the target news material and substituting the news keywords into the title to obtain candidate titles of the advertisement material. The technical problem that the labor cost of the advertisement is increased due to the fact that the conventional information flow native advertisement position needs to manufacture the native advertisement in the process of displaying the native advertisement is solved. The method has the beneficial effects of automatically generating candidate titles according to the context keywords of the information flow original advertisement positions and the advertisement keywords of the advertisement materials, and saving labor cost.

Description

Advertisement title generation method, device and equipment

Technical Field

The present invention relates to the field of computer technologies, and in particular, to a method, an apparatus, and a device for generating advertisement titles.

Background

As the mobile internet environment matures, the mobile advertising market also shows explosive growth. But also forms of advertisements are becoming increasingly diversified. The native advertisement is a profit mode starting from user experience of websites and Application programs (apps), is driven by advertisement content, and integrates visual design of the websites and the apps. In short, the advertisement of the website and the App is integrated, and the advertisement becomes a part of the content of the website and the App.

Also in news class App or web sites there is a streaming native ad spot that is between the upper and lower news. The advertisement slot can be designed into a news mode, so that the attention of users can be better attracted. The corresponding advertisement needs to be made into the original advertisement, but the making of the original advertisement requires a lot of manpower investment, resulting in an increase in the manpower cost of the advertisement.

Disclosure of Invention

The present invention has been made in view of the above-mentioned problems, and has as its object to provide an advertisement title generation method and corresponding advertisement title generation device, an advertisement title generation apparatus, which overcome or at least partially solve the above-mentioned problems.

According to an aspect of the present invention, there is provided an advertisement title generation method, including:

acquiring a context keyword of at least one information flow native advertisement space;

acquiring advertisement keywords of advertisement materials;

acquiring target news materials matched with the context keywords and the advertisement keywords;

and analyzing news keywords in the title of the target news material and substituting the news keywords into the title to obtain candidate titles of the advertisement material.

Optionally, the step of obtaining the target news material matched with the context keyword and the advertisement keyword includes:

acquiring initial news materials containing the context keywords and the advertisement keywords;

according to the browsing times and/or comment numbers and/or click times of each initial news material, the heat parameters of each initial news material are counted;

and taking the initial news material with the highest heat parameter as the target news material.

Optionally, after the step of analyzing news keywords in the headline of the target news material and replacing the headline with candidate headlines of the advertisement material, the method further includes:

and modifying the candidate titles according to the received editing instructions.

Optionally, the step of analyzing news keywords in the title of the target news material and replacing the candidate title of the advertisement material obtained by entering the title includes:

extracting each news keyword from the title of the target news material;

and replacing the news keywords with advertisement keywords with corresponding parts of speech in the advertisement material titles.

Optionally, when there are at least two candidate titles, after the step of analyzing news keywords in the title of the target news material and replacing the candidate titles entering the title to obtain the candidate titles of the advertisement material, the method further includes:

When the demand side platform receives a bid request of the advertisement transaction server and selects the advertisement materials from the advertisement materials library, selecting the corresponding candidate titles as formal advertisement titles of the advertisement materials according to information flow original advertisement positions in the bid request.

Optionally, the information flow native advertisement space is an advertisement space of a news page, and the context keywords of the information flow native advertisement space are keywords of news in two news display spaces above and below the information flow native advertisement space.

According to another aspect of the present invention, there is provided an advertisement title generation method, including:

after receiving a bid request of an advertisement transaction server, a demand side platform acquires a context keyword of an information flow primary advertisement position according to the information flow primary advertisement position in the bid request when the advertisement material is selected from an advertisement material library;

acquiring advertisement keywords of the advertisement materials;

extracting each news keyword from the title of the target news material;

According to another aspect of the present invention, there is provided an advertisement title generation apparatus including:

A first context keyword obtaining module, configured to obtain context keywords of at least one information flow native advertisement slot;

the first advertisement keyword acquisition module is used for acquiring advertisement keywords of advertisement materials;

the first target news material acquisition module is used for acquiring target news materials matched with the context keywords and the advertisement keywords;

and the first candidate title acquisition module is used for analyzing news keywords in the title of the target news material and replacing the news keywords entering the title to obtain candidate titles of the advertisement material.

Optionally, the first target news material acquisition module includes:

the first initial news material acquisition sub-module is used for acquiring initial news materials containing the context keywords and the advertisement keywords;

the first heat parameter statistics sub-module is used for counting heat parameters of each initial news material according to browsing times and/or comment numbers and/or click times of each initial news material;

and the first target news material determining sub-module is used for taking the initial news material with the highest heat parameter as the target news material.

Optionally, after the first candidate title obtaining module, the method further includes:

And the first candidate title modification module is used for modifying the candidate title according to the received editing instruction.

Optionally, the first candidate title obtaining module includes:

the first news keyword extraction sub-module is used for extracting each news keyword from the title of the target news material;

and the first advertisement keyword replacing sub-module is used for replacing advertisement keywords with corresponding parts of speech in the advertisement material titles with the news keywords.

Optionally, when there are at least two candidate titles, after the first candidate title obtaining module, the method further includes:

and the formal advertisement title confirmation module is used for selecting a corresponding candidate title as a formal advertisement title of the advertisement material according to the information flow original advertisement position in the bid request when the advertisement material is selected from the advertisement material library after the bid request of the advertisement transaction server is received by the demand side platform.

The second context keyword acquisition module is used for acquiring context keywords of the information flow primary advertisement position according to the information flow primary advertisement position in the bidding request when the advertisement material is selected from the advertisement material library after the bidding request of the advertisement transaction server is received by the demand side platform;

the second advertisement keyword acquisition module is used for acquiring advertisement keywords of the advertisement materials;

the second target news material acquisition module is used for acquiring target news materials matched with the context keywords and the advertisement keywords;

and the second candidate title acquisition module is used for analyzing news keywords in the title of the target news material and replacing the news keywords entering the title to obtain candidate titles of the advertisement material.

Optionally, the second target news material acquisition module includes:

the second initial news material acquisition sub-module is used for acquiring initial news materials containing the context keywords and the advertisement keywords;

the second heat parameter statistics sub-module is used for counting heat parameters of each initial news material according to the browsing times and/or comment numbers and/or click times of each initial news material;

And the second target news material determining sub-module is used for taking the initial news material with the highest heat parameter as the target news material.

Optionally, after the second candidate title obtaining module, the method further includes:

and the second candidate title modification module is used for modifying the candidate title according to the received editing instruction.

Optionally, the second candidate title obtaining module includes:

the second news keyword extraction sub-module is used for extracting each news keyword from the title of the target news material;

and the second advertisement keyword replacing sub-module is used for replacing advertisement keywords with corresponding parts of speech in the advertisement material titles with the news keywords.

a memory loaded with a plurality of executable instructions;

a processor executing the plurality of executable instructions; the plurality of executable instructions includes a method of performing the steps of:

acquiring advertisement keywords of advertisement materials;

a memory loaded with a plurality of executable instructions;

acquiring advertisement keywords of the advertisement materials;

The advertisement title generation method can acquire the context key words of at least one information flow original advertisement position; acquiring advertisement keywords of advertisement materials; acquiring target news materials matched with the context keywords and the advertisement keywords; and analyzing news keywords in the title of the target news material and substituting the news keywords into the title to obtain candidate titles of the advertisement material. Therefore, the technical problem that the labor cost of the advertisement is increased because the conventional original advertisement needs to be manufactured in the process of displaying the original advertisement is solved. The method has the beneficial effects of automatically generating candidate titles according to the context keywords of the information flow original advertisement positions and the advertisement keywords of the advertisement materials, and saving labor cost.

The foregoing description is only an overview of the present invention, and is intended to be implemented in accordance with the teachings of the present invention in order that the same may be more clearly understood and to make the same and other objects, features and advantages of the present invention more readily apparent.

Drawings

Various other advantages and benefits will become apparent to those of ordinary skill in the art upon reading the following detailed description of the preferred embodiments. The drawings are only for purposes of illustrating the preferred embodiments and are not to be construed as limiting the invention. Also, like reference numerals are used to designate like parts throughout the figures. In the drawings:

FIG. 1 illustrates a flow chart of steps of a method of generating an advertisement title, according to one embodiment of the invention;

FIG. 1A shows a schematic diagram of an RTB process according to one embodiment of the present invention;

FIG. 2 shows a flowchart of the steps of a method of generating an advertisement title, according to one embodiment of the invention;

FIG. 3 shows a flowchart of the steps of a method of generating an advertisement title, according to one embodiment of the invention;

FIG. 4 is a flowchart illustrating steps of a method for generating an advertisement title, according to one embodiment of the present invention;

Fig. 5 is a schematic diagram showing the construction of an advertisement title generating apparatus according to an embodiment of the present invention;

fig. 6 is a schematic diagram showing a structure of an advertisement title generating apparatus according to an embodiment of the present invention;

fig. 7 is a schematic diagram showing a structure of an advertisement title generating apparatus according to an embodiment of the present invention;

fig. 8 is a schematic diagram showing a structure of an advertisement title generating apparatus according to an embodiment of the present invention;

fig. 9 is a schematic diagram showing a structure of an advertisement title generating apparatus according to an embodiment of the present invention; and

fig. 10 is a schematic diagram showing the construction of an advertisement title generating apparatus according to an embodiment of the present invention.

Detailed Description

Exemplary embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. While exemplary embodiments of the present disclosure are shown in the drawings, it should be understood that the present disclosure may be embodied in various forms and should not be limited to the embodiments set forth herein. Rather, these embodiments are provided so that this disclosure will be thorough and complete, and will fully convey the scope of the disclosure to those skilled in the art.

Example 1

Detailed description the advertisement title generation method provided by the embodiment of the invention.

Referring to FIG. 1, a flowchart illustrating steps of a method for generating advertisement titles in an embodiment of the present invention is shown.

Step 101, obtaining a context keyword of at least one information flow native advertisement space.

RTB is a bidding technique that utilizes third party technology to evaluate and bid on millions of websites for each user's presentation behavior. As shown in fig. 1A, which is a schematic diagram of an RTB process involving an Ad Exchange (ADX) server, DSP, and vendor platform (sel-SidePlatform, SSP). The core of the system is a DSP platform, and the DSP platform is like a command part for displaying advertisement bid delivery: the first step is to send a request with user presentation information through its data tracking capability; the second step, the DSP platform calculates the user display value according to the pre-estimation algorithm and returns the bid to the bid request engine; and thirdly, sending an instruction to an advertisement transaction system, loading advertisement codes to all large media, and finally transmitting the advertisement codes to the most accurate user.

Among other things, the DSP platform allows advertisers and advertising agencies to more conveniently access and more efficiently purchase advertising inventory because the platform aggregates inventory of various advertising transaction servers. With this platform, there is no need to present another cumbersome purchase step-purchase request. SSPs can let publishers also intervene in advertisement transactions, making their inventory ad slots available. With this platform, publishers want their inventory ad slots to be able to get the highest effective display cost per thousand without having to sell at a low price. An open, online advertising marketplace (similar to a stock exchange) that can link publishers and advertisers together. The inventory of ad spots in the trading platform need not be premium inventory, but may be found therein as long as the publisher wants to offer.

The following illustrates the specific procedure of RTB:

step 1, a user accesses a media website, such as website a, using a browser. Website a presents the content of the website, such as news, to the user. At the same time, the media web site may also present advertisements to the user on some ad spots. Although the main job of the media web site is to present high quality content to users, money is also required to be earned through advertising so that the service of providing content can be continued. They can sell advertising inventory using their own sales team. However, RTB is an increasingly important channel for media websites to sell advertising inventory. Here we assume that website a decides to sell the upper right ad slot by RTB.

And 2, the website A transmits the information to an advertisement transaction server. The transferred information includes URL (Uniform Resource Locator ), advertisement location, user Cookie ID (Cookie Identity, cookie identification code), and the like.

And 3, organizing one bid by the advertisement transaction server, and sending a flow bid request to a plurality of DSPs. Suppose advertiser 1 is one of the DSPs.

And step 4, when the DSP server corresponding to the advertiser 1 receives the flow bidding request of the advertising transaction server, transmitting the data to a bidding engine.

And step 5, the bidding engine sends the user ID to the user and advertiser information database to see whether the user and the advertiser's requirements are matched.

And 6, the bidding engine receives the information of the user and the advertiser and decides whether to participate in bidding and bidding price.

In step 7, the bid engine generates a bid response and communicates it to the DSP server. The bid response includes bid price and other information such as from which ad server the ad creative was obtained.

And 8, the DSP server corresponding to the advertiser 1 sends a bid response to the advertisement transaction server.

And 9, the advertisement transaction server performs auction after receiving the responses of all DSP servers or reaching the deadline. For example, the deadline of the ad trade server is 100ms, then it is meant that the time difference between the ad trade server sending the traffic bid request and receiving the DSP bid response is within the deadline. Suppose advertiser 1 is the winner of the current advertising bid transaction.

Step 10, the advertisement trade server informs the user of the winner of the browser auction. The browser sends an advertisement exposure request to an advertisement server where the advertisement creative resides.

Step 11, the advertisement server sends the advertisement creative to the user's browser.

Step 12, the user sees the advertisement on the website. Then if the user is interested in the advertisement he clicks on the advertisement and enters the advertiser's landing page. The user browses the advertiser's web site and may take further action. For example, if the advertiser is a home electronics sub-commerce company, the user may conduct a purchase on an e-commerce web site.

Information flow is both broad and narrow. Broadly refers to a group of information during movement in the same direction in space and time that has a common source and recipient of the information, i.e., a collection of all information transferred from one source to another. The narrow definition refers to the transmission motion of information, and the transmission motion is performed through a certain channel according to certain requirements in the research, development and application conditions of modern information technology. The broad definition of information flow refers to the communication of information by people in a variety of ways, ranging from face-to-face direct conversation to the use of various modern transmission media, including channels and processes for the collection, transmission, processing, storage, retrieval, analysis, etc. of information. The narrow definition of information flow refers to the flow of information in computer systems and communication networks during information processing from the point of view of modern information technology research, development, and application. The information flow in the embodiment of the present invention can be understood as a narrow information flow. Then, the information flow advertisement refers to an advertisement form which intelligently promotes user favorites and characteristics according to social group attributes. The main display form is interspersed among the information. The information flow in the embodiment of the present invention can be understood as a narrow information flow.

The primary advertisement (Native Advertising) was first proposed by the investor Fred Wilson, not in an advertising format, but rather in a marketing concept, the birth of which is based on innovations in media marketing models. It is simpler to describe with the investor Fred Wilson: "native advertisement" is a profit model from the website and app user experience, driven by advertisement content, and integrating the visual design of the website and app itself (in short, the advertisement that merges with the website, app itself, which would be part of the website, app content). Briefly, a native advertisement is a "design-tailored one of the media forms that make the advertisement a part of the content". The primary advertisement is in a variety of forms, which may be video, pictures, articles, music, or other media. "content marketing" is also another form of native advertising, such as "other articles that you might be interested in" that you often see at the end of reading an article, some of which might be paid by the business. The native advertisement does not refer to a specific advertisement format, but rather an advertisement concept. And according to the respective medium characteristics, the method is flexibly applied, and balance among the medium characteristics, user experience and advertiser effect is found, so that win-win is realized. The information stream native advertisement is a native advertisement in the form of an information stream. The information flow original advertisement space in the embodiment of the invention is the advertisement space for displaying the information flow original advertisement in the webpage.

However, for the website and the advertiser, in order to make the advertisement in the advertisement space get more attention from the website user, the advertisement title displayed in the information flow native advertisement space in the web page may be made similar to the context of the area where the information flow native advertisement space is located. Therefore, in the embodiment of the present invention, in order to make the advertisement title displayed in the information flow native advertisement space in the web page similar to the context of the area where the information flow native advertisement space is located, the context key of at least one information flow native advertisement space may be acquired first. Where an advertisement can only be paid for in a separate platform and where this form is suitable for the browsing environment of such a platform, the advertisement is referred to as a native advertisement. The information flow original advertisement space is the advertisement space used for displaying the original advertisement in the webpage.

Specifically, the keywords of the information in all the information display positions above the information stream native advertisement position and the keywords of the information in all the information display positions below the information stream native advertisement position can be obtained; the keywords of the information in the information display positions with the preset number above the information stream original advertisement position and below the information stream original advertisement position can be obtained respectively; or acquiring keywords of information in a first preset number of information display positions above the information stream primary advertisement position and keywords of information in a second preset number of information display positions below the information stream primary advertisement position, wherein the first preset number and the second preset number can be the same or different; etc. In the embodiment of the present invention, the specific rule for obtaining the context keyword may be set according to the requirement before the step, or before any step before the step, which is not limited to this embodiment of the present invention. In addition, in the embodiment of the present invention, any existing method may be used to obtain the keywords, which is not limited to this embodiment of the present invention.

Step 102, obtaining advertisement keywords of advertisement materials.

In the embodiment of the invention, the advertisement keywords of the advertisement materials can be obtained by any available method, and the embodiment of the invention is not limited. Moreover, the method for obtaining the context keyword may be the same as or different from the method for obtaining the advertisement keyword, which is not limited to the embodiment of the present invention.

The advertisement materials may include bid advertisement materials provided by each advertiser participating in the primary advertisement space bidding of the corresponding information stream when participating in bidding, or may include only bid advertisement materials provided by advertisers who bid successfully, which is not limited in this embodiment of the present invention.

And step 103, acquiring target news materials matched with the context keywords and the advertisement keywords.

And according to the acquired context keywords and advertisement keywords, acquiring the target news materials matched with the context keywords and advertisement keywords of the original advertisement positions of the corresponding information streams. Specifically, the matched target news materials can be searched through the network according to the context keywords and the advertisement keywords; the cloud server or the database, the server and the like can be pre-constructed to store the target information materials matched with different keywords, and then the target news materials matched with the context keywords and the advertisement keywords are searched from the cloud server or the database and the server according to the context keywords and the advertisement keywords.

And 104, analyzing news keywords in the title of the target news material and substituting the news keywords into the title to obtain candidate titles of the advertisement material.

After the target news material matched with the context keywords and the advertisement keywords is obtained, the keywords in the title of the target news material can be obtained and analyzed, and then the news keywords in the title are replaced correspondingly by the keywords of each advertisement material, so that the candidate title of the corresponding advertisement material can be obtained.

In the embodiment of the invention, in order to replace news keywords with advertisement keywords conveniently, the number of the advertisement keywords corresponding to the same advertisement material and the number of the keywords of the target news material titles can be set to be consistent, and of course, the number of the advertisement keywords corresponding to the same advertisement material and the keywords of the target news material titles can be set to be inconsistent according to requirements. Moreover, if there are a plurality of advertisement keywords corresponding to the same advertisement material or a plurality of keywords corresponding to the target news material title of the same advertisement material, the replacement relationship between each advertisement keyword and the corresponding news keyword may be set before the step or before any step before the step according to the requirement, which is not limited to the embodiment of the present invention.

For example, for a certain information stream primary advertisement space, the acquired context keyword is keyword a, the information stream primary advertisement space corresponds to two advertisement materials, namely advertisement material 1 and advertisement material 2, the advertisement keyword for acquiring advertisement material 1 is keyword B and keyword C, and the advertisement keyword for acquiring advertisement material 2 is keyword D and keyword E. If the news keywords of the target news material a matched with the context keywords A and the advertisement keywords B and C are obtained as keywords G and keywords H and the news keywords of the target news material B matched with the context keywords A and the advertisement keywords D and E are obtained as keywords J and keywords K, the news keywords G and H in the target news material a can be replaced by the keywords B and the keywords C respectively, and a candidate title of the information stream original advertisement space can be obtained; and simultaneously, the keywords D and E can be used for replacing the news keywords J and K of the target news material b respectively to obtain another candidate title of the information stream original advertisement position.

The correspondence between the keyword B, the keyword C, the news keyword G, H, and the keyword D, the keyword E, and the news keyword J, K may be preset, or the matching strength between each keyword and each news matching word may be calculated by using a preset algorithm, and then the correspondence may be determined according to the level of the matching strength, or the correspondence may be determined according to the parts of speech and the expression form of the news headline, which is not limited in this embodiment of the present invention.

The advertisement title generation method can acquire the context key words of at least one information flow original advertisement position; acquiring advertisement keywords of advertisement materials; acquiring target news materials matched with the context keywords and the advertisement keywords; and analyzing news keywords in the title of the target news material and substituting the news keywords into the title to obtain candidate titles of the advertisement material. Therefore, the method has the beneficial effects of automatically generating candidate titles according to the context keywords of the information stream original advertisement position and the advertisement keywords of the advertisement materials, and saving labor cost.

Example two

Referring to FIG. 2, a flowchart illustrating steps of a method for generating advertisement titles in an embodiment of the present invention is shown.

Step 201, obtaining a context keyword of at least one information flow native advertisement space; the information flow original advertisement position is an advertisement position of a news page, and the context keywords of the information flow original advertisement position are keywords of news in the upper news display position and the lower news display position of the information flow original advertisement position.

In the embodiment of the invention, the original advertisement space can be an advertisement space in a news page, such as a page in a news application program, or a news webpage in a browser, etc. Moreover, in the embodiment of the invention, the context keywords of the information flow native advertisement slots can be keywords of news in the two news display slots of the information flow native advertisement slots.

For example, for a certain information stream native ad spot aa, assuming that there are three news display spots 1, 2, 3 in order from the position of the information stream native ad spot, and another information stream native ad spot and one news display spot 4 in order from the position of the information stream native ad spot, then the context keyword of the information stream native ad spot may be the keyword of the news in news display spots 1 and 4. Of course, the context keywords of the information stream native advertisement slots may be the keywords of news in news display slots 2 and 4 or news in news display slots 3 and 4, which is not limited in this embodiment of the present invention. In general, however, in order to make the title of the information stream native ad spot presentation more interesting, it is necessary to select the keywords of the news in the two news display spots closest to the information stream native ad spot as the context keywords of the information stream native ad spot.

If the information flow native advertisement position is the top advertisement position, only the keyword of the news in the next news display position of the information flow native advertisement position can be obtained as the context keyword of the information flow native advertisement position, and of course, the keyword of the news in the first preset number of news display positions below the information flow native advertisement position can be obtained as the context keyword of the information flow native advertisement position. If the information flow native advertisement space is the last advertisement space, only the keywords of the news in the news display space above the information flow native advertisement space can be obtained as the context keywords of the information flow native advertisement space, and of course, the keywords of the news in the news display space above the information flow native advertisement space with the second preset number can be obtained as the context keywords of the information flow native advertisement space. The first preset number and the second preset number may be the same or different, which is not limited to the embodiment of the present invention.

Step 202, obtaining advertisement keywords of advertisement materials.

And 203, acquiring initial news materials containing the context keywords and the advertisement keywords.

After the context keywords and the advertisement keywords are obtained, initial news materials containing the context keywords and the advertisement keywords can be obtained according to the context keywords and the advertisement keywords corresponding to the information stream native advertisement positions. Specifically, the network may be used to search for the initial news material containing the context keyword and the advertisement keyword, or search for the initial news material containing the context keyword and the advertisement keyword from a preset initial news material library, and so on. The embodiments of the present invention are not limited thereto.

In the embodiment of the present invention, news materials including words similar to or close to the context keywords and the advertisement keywords may be set as initial news materials according to requirements, or news materials including portions of the context keywords and the advertisement keywords may be set as initial news materials, which is not limited to the embodiment of the present invention.

Step 204, according to the browsing times and/or comment numbers and/or click times of each initial news material, the popularity parameters of each initial news material are counted.

In order to determine the final target news material, in the embodiment of the invention, the heat parameters of each initial news material can be counted according to the browsing times and/or comment numbers and/or click times of each initial news material. The specific browsing times, comment numbers and the corresponding proportion between the clicking times and the heat parameter can be set according to requirements, and the embodiment of the invention is not limited. For example, the ratio between the browsing times and the popularity parameter may be set to be 100:1, and the ratio between the comment number and the popularity parameter is set to be 50:1, the ratio between the clicking times and the heat parameter is 20:1, and the embodiment of the invention is not limited.

In the embodiment of the present invention, the browsing times, the comment number and the clicking times of each initial news material may be obtained by any available method, which is not limited to the embodiment of the present invention.

And 205, taking the initial news material with the highest heat parameter as a target news material.

Obviously, the higher the heat parameter of the initial news material is, the more easily the initial news material is noticed by the user, and in the embodiment of the invention, in order to make the title in the corresponding information stream original advertisement position more easily attract the user, after the heat parameter of each initial news material is obtained, the initial news material with the highest heat parameter can be used as the target news material.

And step 206, extracting each news keyword from the title of the target news material.

In the embodiment of the invention, any available method can be used for extracting news keywords of titles in the target news material, and the embodiment of the invention is not limited. The news keywords are words that can express the subject content of the target news material, and the news keywords may specifically include content, or may be set according to requirements before this step or before any step before this step, which is not limited to this embodiment of the present invention.

And step 207, replacing the news keywords with advertisement keywords with corresponding parts of speech in the advertisement material titles.

In order to ensure that the advertisement material titles replaced by the advertisement keywords still conform to the common language logic as far as possible, in the embodiment of the invention, the news keywords can be replaced with the advertisement keywords with corresponding parts of speech in the advertisement material titles. The parts of speech can include the Chinese part of speech and English part of speech commonly used, wherein Chinese part of speech can include nouns, verbs, adjectives, numbers, graduated words, pronouns, adverbs, prepositions, conjunctions, assisted words, exclamation words, and personification; english parts of speech may also include nouns, verbs, pronouns, adjectives, adverbs, numbers, articles, prepositions, conjunctions, interjections, and judgment. In addition, in embodiments of the present invention, parts of speech may include subjects, objects, predicates, etc., and the embodiments of the present invention are not limited thereto.

For example, for the information stream native advertisement space and advertisement material 1 in the first embodiment, the context keyword is keyword a, the acquired advertisement keywords are keyword B and keyword C, and the acquired news keywords of the target news material a matching the context keyword a and advertisement keywords B and C are keyword G and keyword H. Assuming that the keyword B corresponds to the part of speech of the keyword H and the keyword C corresponds to the part of speech of the keyword G, then G may be replaced with C in the advertisement material title of the target news material a while H is replaced with B. If only the keyword B corresponds to the part of speech of the keyword H and the keyword C does not correspond to the part of speech of the keyword G, then in order to ensure logical smoothness as much as possible, G in the advertisement material title of the target news material a may still be replaced by C, while H may be replaced by B, or may be replaced in other manners, which is not limited to this embodiment of the present invention. Or, neither the parts of speech of the keyword B, C nor the keyword G, H corresponds, the degrees of correspondence between B and H, B and G, C and G, and between C and H may be calculated, respectively, and then the news keywords of the corresponding degrees are replaced with the corresponding advertisement keywords in the order from high to low in the advertisement material titles of the target news material a according to the corresponding program. For example, if the corresponding program of B and G is calculated to be highest, then G in the advertisement material title of the target news material a may be replaced with B, and H may be replaced with C. The method for calculating the corresponding degree can be preset according to the requirement, and the embodiment of the invention is not limited. For example, an adjective and an adverb may be set to a correspondence degree of 0.8, a noun and a verb to a correspondence degree of 0.5, and so on.

And step 208, modifying the candidate titles according to the received editing instruction.

In the embodiment of the invention, after the news keywords are replaced by the advertisement keywords with the corresponding parts of speech in the corresponding advertisement material titles, the candidate titles of the original advertisement positions of the corresponding information streams can be obtained.

However, since the candidate titles are automatically generated by matching, language logic inaccuracy may exist, or the advertiser, a browsing user of the information stream native advertisement space, a corresponding inspector after the candidate titles are generated, etc. are not satisfied with the candidate titles, and then a corresponding editing instruction may be input. Therefore, in the embodiment of the present invention, after the candidate titles are generated, the corresponding candidate titles may also be modified according to the received editing instruction. When the user inputs the editing instruction, the user may designate the candidate titles that the editing instruction corresponds to and needs to be modified, or may modify all the candidate titles, which is not limited to the embodiment of the present invention.

Modifications to the candidate titles may include changing some of the fields, adjusting the order, adding content, etc., which are not limited to the embodiments of the present invention. Moreover, the user may input the editing instruction through any available device, and the embodiment of the present invention is not limited thereto.

Step 209, when at least two candidate titles exist, after the demand side platform receives the bid request of the advertisement transaction server, selecting the advertisement material from the advertisement material library, and selecting the corresponding candidate title as the formal advertisement title of the advertisement material according to the information flow original advertisement position in the bid request.

In practical applications, in the real-time bidding process of an ad spot, only one advertiser can bid successfully at any time for the same ad spot. The same is true for the information flow native ad slots in the embodiments of the invention, then only one of the candidate titles may be ultimately presented in the information flow native ad slots. In addition, as described above, the demand side platform is an aggregation platform of advertisers, so in the embodiment of the present invention, when at least two candidate titles exist, after the demand side platform receives a bid request of an advertisement transaction server, and when the advertisement material is selected from an advertisement material library, the corresponding candidate title is selected as a formal advertisement title of the advertisement material according to an information flow original advertisement position in the bid request. Moreover, in the embodiment of the present invention, this step may be performed after step 207, and after any step after step 207, which is not limited thereto.

In the embodiment of the invention, the initial news materials containing the context keywords and the advertisement keywords can be obtained, and then the heat parameters of the initial news materials are counted according to the browsing times and/or comment numbers and/or click times of each initial news material, and the initial news material with the highest heat parameter is used as the target news material. Thereby further improving the accuracy of the target news material.

In addition, in the embodiment of the invention, each news keyword can be extracted from the title of the target news material, and then the news keywords are replaced with advertisement keywords with corresponding parts of speech in the title of the advertisement material. And may modify the candidate title according to the received editing instructions after the candidate title is generated. Thereby improving the accuracy of the candidate titles.

Further, in the embodiment of the present invention, after receiving the bid request of the advertisement transaction server, the demand side platform may select, when the advertisement material is selected from the advertisement material library, a corresponding candidate title as a formal advertisement title of the advertisement material according to the information flow native advertisement position in the bid request. Therefore, under the condition of a plurality of candidate titles, the formal advertisement titles of the information stream native advertisement spots can still be accurately selected, and the applicability of the information stream native advertisement spot title generation algorithm is improved.

In other words, the embodiment of the invention provides an auxiliary tool for automatically generating advertisements, which can automatically generate corresponding titles for advertisement materials uploaded by advertisers according to news contents of upper and lower display positions of advertisement positions of web pages, so that the titles are similar to the news titles, and the click rate or recall rate of the advertisements is improved.

Example III

Referring to FIG. 3, a flowchart illustrating steps of a method for generating an advertisement title in an embodiment of the present invention is shown.

Step 301, after receiving a bid request of an advertisement transaction server, a demand side platform acquires a context keyword of an information flow original advertisement position according to the information flow original advertisement position in the bid request when the advertisement material is selected from an advertisement material library.

In practical application, when the advertisement trading platform sends a bid request to the demand side platform, the bid request can include an information flow original advertisement position for bidding, and the demand side platform can select advertisement materials from the corresponding advertisement material library after receiving the bid request. Therefore, in the embodiment of the invention, in order to acquire the target news material later, when the demand side platform receives the bid request of the advertisement transaction server and selects the advertisement material from the advertisement material library, the context keyword of the information flow native advertisement position can be acquired according to the information flow native advertisement position in the bid request.

Step 302, obtaining advertisement keywords of the advertisement materials.

And step 303, acquiring target news materials matched with the context keywords and the advertisement keywords.

And 304, analyzing news keywords in the title of the target news material and substituting the news keywords into the title to obtain candidate titles of the advertisement material.

The specific processes of the steps in this embodiment are similar to those in the first embodiment and the second embodiment, and will not be described again here.

Example IV

Referring to FIG. 4, a flowchart illustrating steps of a method for generating advertisement titles in an embodiment of the present invention is shown.

Step 401, after receiving a bid request of an advertisement transaction server, a demand side platform acquires a context keyword of an information flow original advertisement position according to the information flow original advertisement position in the bid request when the advertisement material is selected from an advertisement material library.

Step 402, obtaining advertisement keywords of the advertisement materials.

Step 403, obtaining the initial news material containing the context keywords and the advertisement keywords.

Step 404, counting the heat parameters of each initial news material according to the browsing times and/or comment numbers and/or clicking times of each initial news material.

And step 405, taking the initial news material with the highest heat parameter as the target news material.

And step 406, extracting each news keyword from the title of the target news material.

Step 407, replacing the news keywords with advertisement keywords with corresponding parts of speech in the advertisement material titles.

And step 408, modifying the candidate titles according to the received editing instructions.

The specific processes of the steps in this embodiment are similar to those in the first to third embodiments, and will not be repeated here.

For the purposes of simplicity of explanation, the methodologies are shown and described as a series of acts, it is to be understood and appreciated by one of ordinary skill in the art that the methodologies are not limited by the order of acts, as some acts may, in accordance with the methodologies, take place in other order or concurrently. Further, those skilled in the art will appreciate that the embodiments described in the specification are presently preferred embodiments, and that the acts are not necessarily required by the embodiments of the invention.

Example five

Detailed description an advertisement title generating apparatus provided by an embodiment of the present invention is described.

Referring to fig. 5, a schematic diagram of an advertisement title generating apparatus according to an embodiment of the present invention is shown.

A first context key obtaining module 501, configured to obtain a context key of at least one information flow native advertisement slot.

A first advertisement keyword obtaining module 502, configured to obtain advertisement keywords of advertisement materials.

And a first target news material obtaining module 503, configured to obtain target news materials that match the context keyword and the advertisement keyword.

And the first candidate title acquisition module 504 is configured to analyze news keywords in the title of the target news material and replace the news keywords entering the title to obtain candidate titles of the advertisement material.

Example six

Referring to fig. 6, a schematic diagram of an advertisement title generating apparatus according to an embodiment of the present invention is shown.

A first context key obtaining module 601, configured to obtain a context key of at least one information flow native advertisement slot.

Optionally, in the embodiment of the present invention, the information flow native advertisement slot is an advertisement slot of a news page, and the context keyword of the information flow native advertisement slot is a keyword of news in two news display slots above and below the information flow native advertisement slot.

A first advertisement keyword obtaining module 602, configured to obtain advertisement keywords of advertisement materials.

And a first target news material acquisition module 603, configured to acquire target news materials matched with the context keywords and the advertisement keywords.

Optionally, in an embodiment of the present invention, the first target news material obtaining module 603 includes:

the first initial news material acquisition sub-module 6031 is configured to acquire initial news materials including the context keyword and the advertisement keyword.

The first popularity parameter statistics sub-module 6032 is configured to count popularity parameters of each initial news material according to browsing times and/or comment numbers and/or clicking times of each initial news material.

The first target news material determination submodule 6033 is used for taking the initial news material with the highest popularity parameter as the target news material.

And the first candidate title obtaining module 604 is configured to analyze news keywords in the title of the target news material and replace the news keywords entering the title to obtain candidate titles of the advertisement material.

Optionally, in an embodiment of the present invention, the first candidate title obtaining module 604 includes:

a first news keyword extraction sub-module 6041 is configured to extract each news keyword from the title of the target news material.

A first advertisement keyword replacing sub-module 6042 is configured to replace the news keyword with an advertisement keyword with a corresponding part of speech in the advertisement material title.

A first candidate title modification module 605 is configured to modify the candidate title according to the received editing instruction.

The formal advertisement title confirmation module 606 is configured to, after receiving a bid request from an advertisement transaction server, select, when the advertisement material is selected from an advertisement material library, a corresponding candidate title as a formal advertisement title of the advertisement material according to an information flow native advertisement position in the bid request.

Example seven

Referring to fig. 7, a schematic diagram of an advertisement title generating apparatus according to an embodiment of the present invention is shown.

And the second context keyword obtaining module 701 is configured to obtain, when the request of the advertisement trading server is received by the demand side platform and the advertisement material is selected from the advertisement material library, a context keyword of an information flow native advertisement position in the request of the bid according to the information flow native advertisement position.

A second advertisement keyword obtaining module 702, configured to obtain advertisement keywords of the advertisement materials.

And a second target news material acquisition module 703, configured to acquire target news materials matched with the context keywords and the advertisement keywords.

And a second candidate title acquisition module 704, configured to analyze news keywords in the title of the target news material and replace the news keywords entering the title to obtain a candidate title of the advertisement material.

Example eight

Referring to fig. 8, a schematic diagram of an advertisement title generating apparatus according to an embodiment of the present invention is shown.

And the second context keyword obtaining module 801 is configured to obtain, when the demand side platform receives a bid request of the advertisement transaction server and selects the advertisement material from the advertisement material library, a context keyword of an information flow native advertisement position according to the information flow native advertisement position in the bid request.

A second advertisement keyword obtaining module 802, configured to obtain an advertisement keyword of the advertisement material.

And a second target news material acquisition module 803, configured to acquire target news materials matched with the context keywords and the advertisement keywords.

Optionally, in an embodiment of the present invention, the second target news material obtaining module 803 includes:

a second initial news material acquisition sub-module 8031, configured to acquire initial news materials including the context keywords and advertisement keywords.

The second popularity parameter statistics sub-module 8032 is configured to count popularity parameters of each initial news material according to browsing times and/or comment numbers and/or clicking times of each initial news material.

The second target news material determination submodule 8033 is used for taking the initial news material with the highest heat parameter as the target news material.

And a second candidate title obtaining module 804, configured to analyze news keywords in the title of the target news material and replace the news keywords entering the title to obtain a candidate title of the advertisement material.

Optionally, in an embodiment of the present invention, the second candidate title obtaining module 804 may further include:

a second news keyword extraction submodule 8041, configured to extract each news keyword from the title of the target news material;

a second advertisement keyword replacement sub-module 8042 is configured to replace the news keyword with an advertisement keyword with a corresponding part of speech in the advertisement material title.

A second candidate title modification module 805, configured to modify the candidate title according to the received editing instruction.

Example nine

Referring to fig. 9, a schematic diagram of an advertisement title generating apparatus 900 according to an embodiment of the present invention is shown.

Memory 901 is loaded with a plurality of executable instructions.

A processor 902 executing the plurality of executable instructions; the plurality of executable instructions includes a method of performing the steps of:

acquiring advertisement keywords of advertisement materials;

Examples ten

Referring to fig. 10, a schematic diagram of an advertisement title generating apparatus 1000 in an embodiment of the present invention is shown.

Memory 1001 loaded with a plurality of executable instructions;

a processor 1002 that executes the plurality of executable instructions; the plurality of executable instructions includes a method of performing the steps of:

acquiring advertisement keywords of the advertisement materials;

For the device embodiments, since they are substantially similar to the method embodiments, the description is relatively simple, and reference is made to the description of the method embodiments for relevant points.

The algorithms and displays presented herein are not inherently related to any particular computer, virtual system, or other apparatus. Various general-purpose systems may also be used with the teachings herein. The required structure for a construction of such a system is apparent from the description above. In addition, the present invention is not directed to any particular programming language. It will be appreciated that the teachings of the present invention described herein may be implemented in a variety of programming languages, and the above description of specific languages is provided for disclosure of enablement and best mode of the present invention.

In the description provided herein, numerous specific details are set forth. However, it is understood that embodiments of the invention may be practiced without these specific details. In some instances, well-known methods, structures and techniques have not been shown in detail in order not to obscure an understanding of this description.

Similarly, it should be appreciated that in the foregoing description of exemplary embodiments of the invention, various features of the invention are sometimes grouped together in a single embodiment, figure, or description thereof for the purpose of streamlining the disclosure and aiding in the understanding of one or more of the various inventive aspects. However, the disclosed method should not be construed as reflecting the intention that: i.e., the claimed invention requires more features than are expressly recited in each claim. Rather, as the following claims reflect, inventive aspects lie in less than all features of a single foregoing disclosed embodiment. Thus, the claims following the detailed description are hereby expressly incorporated into this detailed description, with each claim standing on its own as a separate embodiment of this invention.

Those skilled in the art will appreciate that the modules in the apparatus of the embodiments may be adaptively changed and disposed in one or more apparatuses different from the embodiments. The modules or units or components of the embodiments may be combined into one module or unit or component and, furthermore, they may be divided into a plurality of sub-modules or sub-units or sub-components. Any combination of all features disclosed in this specification (including any accompanying claims, abstract and drawings), and all of the processes or units of any method or apparatus so disclosed, may be used in combination, except insofar as at least some of such features and/or processes or units are mutually exclusive. Each feature disclosed in this specification (including any accompanying claims, abstract and drawings), may be replaced by alternative features serving the same, equivalent or similar purpose, unless expressly stated otherwise.

Furthermore, those skilled in the art will appreciate that while some embodiments described herein include some features but not others included in other embodiments, combinations of features of different embodiments are meant to be within the scope of the invention and form different embodiments. For example, in the following claims, any of the claimed embodiments can be used in any combination.

Various component embodiments of the invention may be implemented in hardware, or in software modules running on one or more processors, or in a combination thereof. Those skilled in the art will appreciate that some or all of the functions of some or all of the components in an advertisement title generating apparatus according to an embodiment of the present invention may be implemented in practice using a microprocessor or Digital Signal Processor (DSP). The present invention can also be implemented as an apparatus or device program (e.g., a computer program and a computer program product) for performing a portion or all of the methods described herein. Such a program embodying the present invention may be stored on a computer readable medium, or may have the form of one or more signals. Such signals may be downloaded from an internet website, provided on a carrier signal, or provided in any other form.

It should be noted that the above-mentioned embodiments illustrate rather than limit the invention, and that those skilled in the art will be able to design alternative embodiments without departing from the scope of the appended claims. In the claims, any reference signs placed between parentheses shall not be construed as limiting the claim. The word "comprising" does not exclude the presence of elements or steps not listed in a claim. The word "a" or "an" preceding an element does not exclude the presence of a plurality of such elements. The invention may be implemented by means of hardware comprising several distinct elements, and by means of a suitably programmed computer. In the unit claims enumerating several means, several of these means may be embodied by one and the same item of hardware. The use of the words first, second, third, etc. do not denote any order. These words may be interpreted as names.

The application discloses an A1 advertisement title generation method, which comprises the following steps:

acquiring advertisement keywords of advertisement materials;

A2, the method of claim 1, wherein the step of obtaining the target news material matched with the context keywords and the advertisement keywords comprises the following steps:

A3, the method of A1, after analyzing news keywords in the title of the target news material and replacing the candidate title of the advertisement material obtained by entering the title, further comprises:

A4, the method of A1, the step of analyzing news keywords in the title of the target news material and replacing the candidate title entering the title to obtain the advertisement material, comprises the following steps:

extracting each news keyword from the title of the target news material;

A5, the method of A1, when there are at least two candidate titles, after the step of analyzing news keywords in the title of the target news material and replacing the candidate titles entering the title to obtain the candidate titles of the advertisement material, further comprises:

A6, the method of A1, wherein the information flow native advertisement space is an advertisement space of a news page, and the context keywords of the information flow native advertisement space are keywords of news in two news display spaces above and below the information flow native advertisement space.

The application also discloses a B7, an advertisement title generation method, comprising the following steps:

acquiring advertisement keywords of the advertisement materials;

B8, the method of B7, the step of obtaining the target news material matched with the context keywords and the advertisement keywords, comprises the following steps:

B9, the method of B7, after the step of analyzing news keywords in the headlines of the target news material and replacing the headlines to obtain candidate headlines of the advertisement material, further comprising:

B10, the method of B7, the step of analyzing news keywords in the title of the target news material and replacing the candidate title of the advertisement material obtained by entering the title, comprises the following steps:

extracting each news keyword from the title of the target news material;

The application also discloses a C11, an advertisement title generation device, comprising:

C12, the apparatus of C11, the first target news material-obtaining module comprising:

The apparatus of C13, the apparatus of C11, further comprising, after the first candidate title acquisition module:

C14, the apparatus of C11, the first candidate title acquisition module comprising:

The apparatus of C15, when there are at least two candidate titles, further comprising, after the first candidate title acquisition module:

The apparatus of C16, C11, wherein the information flow native advertisement slots are advertisement slots of a news page, and the context keywords of the information flow native advertisement slots are keywords of news in two news display slots above and below the information flow native advertisement slots.

The application also discloses a D17 and an advertisement title generation device, which comprises:

D18, the apparatus of D17, the second target news material-obtaining module comprising:

The apparatus of D19, after the second candidate title obtaining module, further comprising:

D20, the apparatus of D17, the second candidate title acquisition module comprising:

The application also discloses E21, an advertisement title generation device, comprising:

a memory loaded with a plurality of executable instructions;

acquiring advertisement keywords of advertisement materials;

The application also discloses F22, an advertisement title generation device, comprising:

a memory loaded with a plurality of executable instructions;

Acquiring advertisement keywords of the advertisement materials;

Claims

1. An advertisement title generation method, comprising:

acquiring advertisement keywords of advertisement materials;

and analyzing news keywords in the title of the target news material, and replacing the news keywords with the advertisement keywords of the advertisement material to enter the title to obtain candidate titles of the advertisement material.

2. The method of claim 1, wherein the step of obtaining target news material that matches the context keywords and advertisement keywords comprises:

3. The method of claim 1, further comprising, after the step of analyzing news keywords in the headlines of the target news stories and replacing entering the headlines to obtain candidate headlines for the advertising stories:

4. The method of claim 1, wherein the step of analyzing news keywords in headlines of the target news stories and substituting into the headlines to obtain candidate headlines for the advertising stories comprises:

extracting each news keyword from the title of the target news material;

5. The method of claim 1, wherein when there are at least two candidate titles, after the step of analyzing news keywords in a title of the target news material and substituting into the title to obtain a candidate title of the advertisement material, further comprising:

6. An advertisement title generation method, comprising:

acquiring advertisement keywords of the advertisement materials;

7. An advertisement title generation device, comprising:

and the first candidate title acquisition module is used for analyzing news keywords in the title of the target news material and replacing the news keywords with the advertisement keywords of the advertisement material to enter the title so as to obtain candidate titles of the advertisement material.

8. An advertisement title generation device, comprising:

and the second candidate title acquisition module is used for analyzing news keywords in the title of the target news material and replacing the news keywords with the advertisement keywords of the advertisement material to enter the title so as to obtain candidate titles of the advertisement material.

9. An advertisement title generation device, comprising:

a memory loaded with a plurality of executable instructions;

Acquiring advertisement keywords of advertisement materials;

10. An advertisement title generation device, comprising:

a memory loaded with a plurality of executable instructions;

acquiring advertisement keywords of the advertisement materials;