CN108596647B

CN108596647B - Advertisement putting method and device and electronic equipment

Info

Publication number: CN108596647B
Application number: CN201810220211.4A
Authority: CN
Inventors: 吴健君; 王铭
Original assignee: Beijing QIYI Century Science and Technology Co Ltd
Current assignee: Beijing QIYI Century Science and Technology Co Ltd
Priority date: 2018-03-16
Filing date: 2018-03-16
Publication date: 2021-12-17
Anticipated expiration: 2038-03-16
Also published as: CN108596647A

Abstract

The embodiment of the invention provides an advertisement putting method, an advertisement putting device and electronic equipment, wherein the method comprises the following steps: detecting the behavior type of a user on the terminal equipment, selecting an advertisement selection mode corresponding to the behavior type in a preset relation table, selecting an advertisement to be delivered according to the advertisement selection mode corresponding to the behavior type, and delivering the advertisement to be delivered to the terminal equipment. By the advertisement putting method, the behavior type of the user on the terminal equipment can be detected, the advertisement selection mode corresponding to the behavior type is determined, the advertisement to be put is selected according to the advertisement selection mode, and the advertisement to be put is put into the terminal equipment. Therefore, the method and the device can select the advertisement in the advertisement selection mode corresponding to the behavior type according to different behavior types and launch the advertisement, so as to solve the problem of limitation in the advertisement launching mode in the prior art and improve the advertisement launching range.

Description

Advertisement putting method and device and electronic equipment

Technical Field

The present invention relates to the field of advertisement delivery technologies, and in particular, to an advertisement delivery method, an advertisement delivery device, and an electronic device.

Background

With the development of the technology in the advertisement delivery field, the advertisement delivery field is being developed from a rough delivery of "delivering advertisements to users" to an accurate delivery of "delivering advertisements meeting user preferences" to users, for example, in the prior art, when a user searches at a user terminal, an advertisement server may obtain contents searched by the user, analyze the contents searched by the user to obtain advertisements matching with the contents searched by the user, and then send the matching advertisements to a search engine, and the search engine sends the matching advertisements and search results corresponding to the contents searched by the user to the user terminal and displays the matching advertisements.

However, the inventor finds that the prior art has at least the following problems in the process of implementing the invention:

in the prior art, the advertisements matched with the search content can be determined according to the search content of the user terminal, and the method has certain limitation, and only the advertisements matched with the search content can be provided for the user with the search behavior.

Disclosure of Invention

The embodiment of the invention aims to provide an advertisement putting method, an advertisement putting device and electronic equipment, so as to select an advertisement selection mode corresponding to a behavior type according to different behavior types and put the selected advertisement. The specific technical scheme is as follows:

in one aspect of the embodiments of the present invention, an embodiment of the present invention provides an advertisement delivery method, including:

detecting the behavior type of a user on the terminal equipment, wherein the behavior type comprises: a viewing behavior, a searching behavior, or a chatting behavior;

selecting an advertisement selection mode corresponding to the behavior type in a preset relation table, wherein the behavior type and the advertisement selection mode corresponding to the behavior type are stored in the preset relation table, and the advertisement selection mode comprises the following steps: a keyword selection mode or a label selection mode;

and selecting the advertisement to be delivered according to the advertisement selection mode corresponding to the behavior type, and delivering the advertisement to be delivered to the terminal equipment.

Optionally, detecting the behavior type of the user on the terminal device includes:

acquiring identification information of opposite terminal equipment interacting with the terminal equipment, and determining the behavior type of a user on the terminal equipment according to the identification information;

or

The method comprises the steps of obtaining the communication frequency of the terminal device for sending information to the opposite terminal device within the preset time, and determining the behavior type of a user on the terminal device through a preset rule according to the communication frequency.

Optionally, selecting an advertisement to be delivered according to an advertisement selection mode corresponding to the behavior type, and delivering the advertisement to be delivered to the terminal device, including:

when the behavior type is a reading behavior, acquiring a pre-established user behavior preference label corresponding to the user;

searching for the advertisement to be launched corresponding to the user behavior preference tag in a first preset advertisement library, and launching the advertisement to be launched into the terminal device, wherein the user behavior preference tag and the advertisement to be launched corresponding to the user behavior preference tag are stored in the first preset advertisement library.

Optionally, the establishing a user behavior preference tag corresponding to the user includes:

acquiring the reading content of a user in a first preset time period, and searching a reading label corresponding to the reading content;

and acquiring the identification information of the user, and establishing a user behavior preference tag corresponding to the user according to the identification information and the reading tag of the user.

Optionally, the establishing a user behavior preference tag corresponding to the user according to the identification information and the viewing tag of the user includes:

acquiring a reading label corresponding to each reading content, and counting the occurrence frequency of each reading label;

acquiring a reading label with the occurrence frequency meeting a preset condition, and establishing a user behavior preference label corresponding to a user according to the identification information of the user and the reading label meeting the preset condition, wherein the preset condition is as follows: the appearance times of the reading labels are larger than or equal to a preset time threshold value, or the appearance times of the reading labels are sorted in the top m positions according to the descending order, wherein m is an integer larger than or equal to 1.

Optionally, before obtaining the identification information of the user, the advertisement delivery method according to the embodiment of the present invention further includes:

acquiring search content and/or chat content of a user in a second preset time period, and determining historical search keywords corresponding to the search content and/or historical chat keywords corresponding to the chat content;

acquiring advertising words in a second preset time period, and searching the advertising words corresponding to the historical search keywords and/or the historical chat keywords in the advertising words in the second preset time period;

taking advertisement words corresponding to the historical search keywords as search tags and taking advertisement words corresponding to the historical chat keywords as chat tags;

correspondingly, acquiring the identification information of the user, and establishing a user behavior preference tag corresponding to the user according to the identification information and the reading tag of the user, including:

and acquiring identification information of the user, and establishing a user behavior preference tag corresponding to the user according to the identification information, the reading tag and the chat tag of the user and/or according to the identification information, the reading tag and the search tag of the user.

Optionally, after the user behavior preference tag corresponding to the user is established, the advertisement delivery method according to the embodiment of the present invention further includes:

periodically acquiring advertisement words and newly-added behavior contents of newly-added advertisements, and determining keywords of the newly-added behavior contents;

and searching for the advertising words corresponding to the keywords of the newly added behavior content from the advertising words of the newly added advertisements, taking the advertising words corresponding to the keywords of the newly added behavior content as the behavior preference labels of the newly added users, and updating the behavior preference labels of the newly added users to the behavior preference labels of the users corresponding to the users.

Optionally, after the user behavior preference tag is established, the advertisement delivery method according to the embodiment of the present invention further includes:

periodically acquiring advertisement words of the newly added advertisements, and searching the advertisement words of the newly added advertisements corresponding to the historical search keywords and/or the historical chat keywords in the advertisement words of the newly added advertisements;

and taking the advertisement words of the newly added advertisements corresponding to the historical search keywords as newly added search tags, taking the advertisement words of the newly added advertisements corresponding to the historical chat keywords as newly added chat tags, and updating the newly added search tags and/or the newly added chat tags into the user behavior preference tags corresponding to the users.

when the behavior type is a search behavior or a chat behavior, acquiring search content corresponding to the search behavior or chat content corresponding to the chat behavior, and determining keywords in the search content or the chat content;

and searching for the advertisement to be delivered corresponding to the keyword in a second preset advertisement library, and delivering the advertisement to be delivered to the terminal equipment, wherein the keyword and the advertisement to be delivered corresponding to the keyword are stored in the second preset advertisement library.

In another aspect of the embodiments of the present invention, an embodiment of the present invention further provides an advertisement delivery apparatus based on user behavior, where the apparatus includes:

the detection module is used for detecting the behavior type of a user on the terminal equipment, wherein the behavior type comprises: a viewing behavior, a searching behavior, or a chatting behavior;

the selection module is used for selecting an advertisement selection mode corresponding to the behavior type in a preset relation table, wherein the behavior type and the advertisement selection mode corresponding to the behavior type are stored in the preset relation table, and the advertisement selection mode comprises the following steps: a keyword selection mode or a label selection mode;

and the advertisement putting module is used for selecting the advertisement to be put according to the advertisement selection mode corresponding to the behavior type and putting the advertisement to be put into the terminal equipment.

Optionally, the detection module is specifically configured to:

or

Optionally, the advertisement delivery module includes:

the user behavior preference tag acquisition sub-module is used for acquiring a pre-established user behavior preference tag corresponding to the user when the behavior type is a reading behavior;

and the advertisement to be launched selection submodule is used for searching the advertisement to be launched corresponding to the user behavior preference tag in a first preset advertisement library and launching the advertisement to be launched into the terminal equipment, wherein the user behavior preference tag and the advertisement to be launched corresponding to the user behavior preference tag are stored in the first preset advertisement library.

Optionally, the advertisement delivery apparatus in the embodiment of the present invention further includes:

the reading content acquisition module is used for acquiring the reading content of the user in a first preset time period and searching a reading label corresponding to the reading content;

and the user behavior preference tag establishing module is used for acquiring the identification information of the user and establishing a user behavior preference tag corresponding to the user according to the identification information and the reading tag of the user.

Optionally, the user behavior preference tag creating module includes:

the reading label occurrence frequency counting submodule is used for acquiring the reading label corresponding to each reading content and counting the occurrence frequency of each reading label;

the user behavior preference tag establishing submodule is used for acquiring the reading tags of which the occurrence times accord with the preset conditions, and establishing the user behavior preference tags corresponding to the user according to the identification information of the user and the reading tags which accord with the preset conditions, wherein the preset conditions are as follows: the appearance times of the reading labels are larger than or equal to a preset time threshold value, or the appearance times of the reading labels are sorted in the top m positions according to the descending order, wherein m is an integer larger than or equal to 1.

the history content acquisition module is used for acquiring search content and/or chat content of the user in a second preset time period and determining history search keywords corresponding to the search content and/or history chat keywords corresponding to the chat content;

the advertisement word searching module is used for acquiring advertisement words in a second preset time period and searching for the advertisement words corresponding to the historical search keywords and/or the historical chat keywords in the advertisement words in the second preset time period;

the label determining module is used for taking the advertisement words corresponding to the historical search keywords as search labels and taking the advertisement words corresponding to the historical chat keywords as chat labels;

correspondingly, the user behavior preference tag establishing module is further configured to:

the newly-added behavior content acquisition module is used for periodically acquiring the advertisement words and the newly-added behavior content of the newly-added advertisements and determining the keywords of the newly-added behavior content;

and the first updating module is used for searching the advertisement words corresponding to the keywords of the newly added behavior content in the advertisement words of the newly added advertisements, taking the advertisement words corresponding to the keywords of the newly added behavior content as the newly added user behavior preference labels, and updating the newly added user behavior preference labels to the user behavior preference labels corresponding to the users.

the newly added advertisement word acquisition module is used for periodically acquiring the advertisement words of the newly added advertisements and searching the advertisement words of the newly added advertisements corresponding to the historical search keywords and/or the historical chat keywords in the advertisement words of the newly added advertisements;

and the second updating module is used for taking the advertisement words of the newly-added advertisements corresponding to the historical search keywords as newly-added search tags, taking the advertisement words of the newly-added advertisements corresponding to the historical chat keywords as newly-added chat tags, and updating the newly-added search tags and/or the newly-added chat tags to the user behavior preference tags corresponding to the users.

Optionally, the advertisement delivery module includes:

the keyword determining submodule is used for acquiring search content corresponding to the search behavior or chat content corresponding to the chat behavior when the behavior type is the search behavior or the chat behavior, and determining keywords in the search content or the chat content;

and the advertisement to be launched selection submodule is also used for searching the advertisement to be launched corresponding to the keyword in a second preset advertisement library and launching the advertisement to be launched to the terminal equipment, wherein the keyword and the advertisement to be launched corresponding to the keyword are stored in the second preset advertisement library.

In another aspect of the present invention, there is also provided an electronic device, including a processor, a communication interface, a memory and a communication bus, where the processor, the communication interface, and the memory complete communication with each other through the communication bus;

a memory for storing a computer program;

and the processor is used for realizing any one of the advertisement putting methods when executing the program stored in the memory.

In yet another aspect of the present invention, there is also provided a computer-readable storage medium having stored therein instructions, which when run on a computer, cause the computer to execute an advertisement delivery method as described in any one of the above.

In yet another aspect of the present invention, the present invention also provides a computer program product containing instructions, which when run on a computer, causes the computer to execute an advertisement delivery method as described in any one of the above.

According to the advertisement putting method, the device and the electronic equipment provided by the embodiment of the invention, when a user accesses the Internet on the terminal equipment, the behavior type of the user on the terminal equipment can be detected, the advertisement selection mode corresponding to the behavior type is determined, the advertisement to be put is selected according to the advertisement selection mode, and the advertisement to be put is put into the terminal equipment. Therefore, the method and the device can select the advertisement in the advertisement selection mode corresponding to the behavior type according to different behavior types and launch the advertisement, so as to solve the problem of limitation in the advertisement launching mode in the prior art and improve the advertisement launching range. Of course, it is not necessary for any product or method of practicing the invention to achieve all of the above-described advantages at the same time.

Drawings

In order to more clearly illustrate the embodiments of the present invention or the technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below.

Fig. 1 is a flowchart of a first implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 2 is a flowchart of a second implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 3 is a flowchart of a third implementation of an advertisement delivery method according to an embodiment of the present invention;

fig. 4 is a flowchart of a fourth implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 5 is a flowchart of a fifth implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 6 is a flowchart of a sixth implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 7 is a flowchart of a seventh implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 8 is a flowchart of an eighth implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 9 is a flowchart of a ninth implementation manner of an advertisement delivery method according to an embodiment of the present invention;

fig. 10 is a schematic structural diagram of an advertisement delivery device according to an embodiment of the present invention;

fig. 11 is a schematic structural diagram of an electronic device according to an embodiment of the present invention.

Detailed Description

The technical solutions in the embodiments of the present invention will be described below with reference to the drawings in the embodiments of the present invention.

In order to solve the problems in the prior art, embodiments of the present invention provide an advertisement delivery method, an advertisement delivery device, and an electronic device, so as to select an advertisement selection method corresponding to a behavior type according to different behavior types, and deliver the selected advertisement, thereby solving the problem that the advertisement delivery method in the prior art is limited.

First, an advertisement delivery method according to an embodiment of the present invention is described below, as shown in fig. 1, which is a flowchart of a first implementation manner of an advertisement delivery method according to an embodiment of the present invention, where the method may include:

and S110, detecting the behavior type of the user on the terminal equipment.

Wherein the behavior type may include: viewing behavior, searching behavior, or chatting behavior, which may include: reading behavior and viewing behavior. The terminal device may include: smart phones, personal computers, notebooks, etc.

Specifically, when the user accesses the internet through the terminal device, different behaviors may be generated for different access contents, and the different behaviors may be classified into different categories, for example, when the user accesses a content providing website, the behavior of the user may be to view content in the content providing website;

when the user accesses a search result providing website, the user's behavior may be to search in the search result providing website to obtain a search result corresponding to the search content.

When the user accesses a chat website or a chat application, the user's behavior may be a higher frequency of sending and receiving information on the terminal device.

Therefore, to achieve the purpose of the embodiments of the present invention, the behavior type of the user on the terminal device may be detected to determine the behavior type of the user.

In some examples, when detecting the behavior type of the user on the terminal device, the type of application software used when the user accesses the internet may be detected, and the type of target website accessed by the user may also be detected, so that the behavior type of the user may be determined.

For example, when it is detected that the user a accesses the internet using chat software at the terminal device, the behavior type of the user a may be determined as chat behavior, when it is detected that the target website accessed by the user B is a novel website, the behavior type of the user B may be determined as viewing behavior, when it is detected that the target website accessed by the user C is a video website, the behavior type of the user C may also be determined as viewing behavior, and when it is detected that the target website accessed by the user D is a shopping website, the behavior type of the user D may be determined as shopping behavior.

And S120, selecting an advertisement selection mode corresponding to the behavior type in the preset relation table.

The preset relationship table stores behavior types and advertisement selection modes corresponding to the behavior types, and the advertisement selection modes may include: keyword selection mode or label selection mode.

In some examples, the advertisement delivery device to which the advertisement delivery method according to the embodiment of the present invention is applied may store the preset relationship table in advance.

For example, as shown in table 1, the preset relationship table of the embodiment of the present invention may include a behavior type and may further include an advertisement selection manner corresponding to the behavior type. Specifically, the behavior type may include a viewing behavior, a searching behavior, a chatting behavior, and a shopping behavior, the advertisement selection manner corresponding to the viewing behavior may include a tag selection manner, and the advertisement selection manner corresponding to the searching behavior, the chatting behavior, and the shopping behavior may be a keyword selection manner.

TABLE 1 Preset relationship Table

In some examples, the advertisement selection corresponding to the shopping behavior described above may also be a tag selection.

For example, assuming that the behavior type of the user a is a chat behavior, the advertisement delivery device may determine, through the preset relationship table, that the advertisement selection manner adopted by the user a is a keyword selection manner, that is, the keyword is matched with the advertisement to be delivered, and deliver the matched advertisement to be delivered to the terminal device corresponding to the user a, and the behavior type of the user B is a viewing behavior.

Through the step, the advertisement with higher relevance to the user can be selected for releasing the behaviors of different types of the user by adopting an advertisement selection mode with the behavior types of the user, so that the advertisement with higher matching degree with the user can be selected no matter which behavior the user is on the terminal equipment, and the advertisement releasing effect is improved.

S130, selecting the advertisement to be launched according to the advertisement selection mode corresponding to the behavior type, and launching the advertisement to be launched into the terminal equipment.

In some examples, after selecting the advertisement selection mode corresponding to the behavior type, the advertisement delivery device may select the advertisement to be delivered according to the advertisement selection mode corresponding to the behavior type, and deliver the selected advertisement to be delivered to the terminal device.

For example, after the advertisement delivery device determines that the behavior type of the user a is a chat behavior, the advertisement selection mode for the user a may be selected as a keyword selection mode, and then the advertisement to be delivered is selected according to the keyword selection mode and delivered to the terminal device of the user a;

after the advertisement delivery device determines that the behavior type of the user B is the browsing behavior, the advertisement selection mode for the user B can be selected as the label selection mode, the advertisement to be delivered is further selected according to the label selection mode, and the selected advertisement to be delivered is delivered to the terminal equipment of the user B.

By the advertisement putting method provided by the embodiment of the invention, when a user accesses the internet on the terminal equipment, the behavior type of the user on the terminal equipment can be detected, then the advertisement selection mode corresponding to the behavior type is determined, the advertisement to be put is selected according to the advertisement selection mode, and the advertisement to be put is put into the terminal equipment. Therefore, the method and the device can select the advertisement in the advertisement selection mode corresponding to the behavior type according to different behavior types and launch the advertisement, so as to solve the problem of limitation in the advertisement launching mode in the prior art and improve the launching range of the advertisement.

In an optional embodiment of the present invention, on the basis of the advertisement delivery method shown in fig. 1, an embodiment of the present invention further provides a possible implementation manner, as shown in fig. 2, which is a flowchart of a second implementation manner of the advertisement delivery method according to the embodiment of the present invention, and in fig. 2, S110, detecting a behavior type of a user on a terminal device may include:

s111, acquiring identification information of opposite terminal equipment interacting with the terminal equipment, and determining the behavior type of the user on the terminal equipment according to the identification information.

Or

The other terminal device is a terminal device establishing communication with the terminal device of the user, and the identification information may be an IP address, a physical address, or a character string composed of english letters and/or numbers.

Specifically, when the user accesses the internet through the terminal device, the user may interact with the peer device, for example, the user may access a portal server through the terminal device, and the portal server may send web page information to the terminal device, so that the user may view the portal through the terminal device.

When a user conducts network chat through the terminal device, the terminal device can receive chat information sent by the opposite terminal device, and therefore the terminal device can interact with the opposite terminal device.

Therefore, the advertisement delivery device using the advertisement delivery method of the embodiment of the invention can acquire the identification information of the opposite terminal device when the terminal device and the opposite terminal device interact with each other.

In some examples, the terminal device and the peer device may interact by sending and receiving a data packet, where the data packet may carry identification information of the peer device and the terminal device, and therefore, the advertisement delivery apparatus may obtain the identification information of the peer device from the data packet sent by the peer device or the data packet sent by the terminal device.

In some examples, the advertisement delivery device may store, in a device type database, the identification information of different peer devices and the device type corresponding to the identification information of the peer device in advance, and after the advertisement delivery device acquires the identification information of the peer device, the device type corresponding to the identification information of the peer device may be found from the device type database, so that the behavior type of the user on the terminal device may be determined according to the device type of the peer device.

For example, when the identification information of the peer device acquired by the advertisement delivery apparatus is "Web Server For Shopping", it may be stated that the peer device is a Shopping website Server, and therefore, it may be determined that the behavior type of the user on the terminal device is a Shopping behavior.

When the identification information of the peer device acquired by the advertisement delivery device is "Chat server", it can be stated that the peer device is a Chat server, and therefore, it can be determined that the behavior type of the user on the terminal device is a Chat behavior.

When the identification information of the peer device acquired by the advertisement delivery device is "Video server", it can be said that the peer device is a Video server, and therefore, it can be determined that the behavior type of the user on the terminal device is a viewing behavior and belongs to a viewing behavior.

In some examples, after determining the device type of the peer device, the advertisement delivery apparatus may further obtain a communication frequency at which the terminal device sends information to the peer device within a preset time, and determine the behavior type of the user on the terminal device according to the communication frequency and a preset rule, in order to determine the behavior type of the user on the terminal device.

In some examples, the preset rule may be a preset rule table that is preset and expresses a correspondence between the communication frequency and the behavior type, or may be a mapping relationship between the communication frequency and the behavior type. The preset time may be a time period set empirically.

For example, as shown in table 2, as a preset rule table, in table 2, a communication frequency may be included, the communication frequency may be the number of times that the terminal device sends information to the peer device every 10 minutes, and the communication frequency may be divided into four ranges of "greater than or equal to 100", "50 to 99", "10 to 49", and "0 to 9", which correspond to "chat behavior", "shopping behavior", "search behavior", and "viewing behavior" in the behavior types, respectively.

TABLE 2 Preset rules Table

Communication frequency (times/10 minutes)	Type of behavior
		Greater than or equal to 100	Chat behavior
50～99	Shopping behavior
		10～49	Search behavior
0～9	Reading behavior

After the advertisement delivery device obtains the communication frequency, the behavior type corresponding to the communication frequency can be searched in the preset rule table shown in table 2. For example, assuming that the communication frequency acquired by the advertisement delivery device is "5 times/10 minutes", the corresponding behavior type can be found as "viewing behavior" in table 2.

If the communication frequency acquired by the advertisement delivery device is "45 times/10 minutes", the corresponding behavior type can be found as "search behavior" in table 2.

In some examples, the preset rule may be a preset map expressing a correspondence relationship between the communication frequency and the behavior type.

In some examples, the preset rule may also be a rule that is preset in other manners and is used for expressing the correspondence relationship between the communication frequency and the behavior type.

By the advertisement delivery method, the behavior type of the user on the terminal equipment is detected by various methods, the universality of the advertisement delivery method using the embodiment of the invention is improved, and the user experience is improved.

In an optional embodiment of the present invention, on the basis of the advertisement delivery method shown in fig. 1, an embodiment of the present invention further provides a possible implementation manner, as shown in fig. 3, which is a flowchart of a third implementation manner of the advertisement delivery method according to the embodiment of the present invention, and in fig. 3, S130 selects an advertisement to be delivered according to an advertisement selection manner corresponding to a behavior type, and delivers the advertisement to be delivered to a terminal device, where the method may include:

and S1301, when the behavior type is a viewing behavior, acquiring a pre-established user behavior preference label corresponding to the user.

In some examples, when the advertisement delivery device detects that the behavior type of the user is a viewing behavior, it may be stated that the number of interactions between the terminal device of the user and the peer device is relatively small, and therefore, it is difficult to obtain useful information of the user during the interactions.

Specifically, when the advertisement to be delivered is selected in the tag selection manner, a pre-established user behavior preference tag corresponding to the user may be obtained first.

Wherein the pre-established user behavior preference tag can be established according to the user history viewing data.

For example, when the advertisement delivery device described above is constructed to specify that the behavior type of "user 1" is "viewing behavior", a user behavior preference tag corresponding to "user 1" that is previously established may be acquired.

S1302, searching the advertisement to be launched corresponding to the user behavior preference label in a first preset advertisement library, and launching the advertisement to be launched into the terminal equipment.

The first preset advertisement library stores user behavior preference labels and advertisements to be launched corresponding to the user behavior preference labels.

Specifically, after the advertisement delivery device obtains the pre-established user behavior preference tag corresponding to the user, the advertisement to be delivered corresponding to the user behavior preference tag can be searched in the first preset advertisement library.

In some examples, the first preset advertisement library may store user behavior preferences of the user and corresponding identification information of the advertisement to be delivered, and the advertisement delivery device may find the identification information of the advertisement to be delivered corresponding to the user behavior preferences according to the user behavior preferences of the user, acquire the advertisement to be delivered according to the identification information of the advertisement to be delivered, and deliver the advertisement to be delivered to the terminal device of the user.

In some examples, when the first preset advertisement library is established, the similarity between the advertisement content and the user behavior preference tag may be established.

Specifically, when the similarity between the advertisement content and the user behavior preference tag is greater than a preset similarity threshold, a mapping relationship between the identification information of the advertisement and the user behavior preference tag may be established, and the identification information of the advertisement, the user behavior preference tag, and the mapping relationship therebetween may be stored in a first preset advertisement library.

By the advertisement delivery method, when the user only conducts the reading action on the terminal equipment, the advertisement which accords with the preference of the user can be determined according to the reading action of the user, and then the advertisement which accords with the preference of the user is delivered to the terminal equipment, so that the accurate delivery of the advertisement is realized, and the user experience is improved.

In an optional embodiment of the present invention, on the basis of the advertisement delivery method shown in fig. 3, a possible implementation manner is further provided in the embodiment of the present invention, as shown in fig. 4, which is a flowchart of a fourth implementation manner of the advertisement delivery method according to the embodiment of the present invention, in fig. 4, in order to improve efficiency of delivering an advertisement by applying the advertisement delivery method according to the embodiment of the present invention, a user behavior preference tag corresponding to the user may be pre-established,

specifically, the establishing of the user behavior preference tag corresponding to the user may include:

s140, the browsing content of the user in the first preset time period is obtained, and the browsing label corresponding to the browsing content is searched.

In some examples, the browsing content and the browsing tag corresponding to the browsing content may be stored in a browsing content server, and when the user obtains different browsing contents through the browsing content server, the browsing content server may record the identification information of the user and the obtained browsing contents.

In some examples, the advertisement delivery apparatus may obtain the viewing content of the user within a first preset time period from the viewing content server, and may further search for a viewing tag corresponding to the viewing content from the viewing content server.

For example, the advertisement delivery device may obtain a video watched by the user within 60 days from the viewing content server.

In some examples, the above-mentioned viewing tag may be set by a service person according to viewing contents, or may be set by each user according to viewing contents.

S150, obtaining the identification information of the user, and establishing a user behavior preference label corresponding to the user according to the identification information and the reading label of the user.

Specifically, after obtaining the viewing tag of the content viewed by the user, the advertisement delivery device may obtain the identification information of the user from the viewing content server, and then establish the user behavior preference tag corresponding to the user according to the identification information and the viewing tag of the user.

In some examples, the identification information of the user may correspond to a plurality of user behavior preference tags in the established user behavior preference tag corresponding to the user, and the plurality of user behavior preference tags may characterize different viewing preferences of the user.

By pre-establishing the user behavior preference tag corresponding to the user, when the behavior type of the user is the reading behavior, the advertisement which accords with the user preference can be quickly determined according to the user behavior preference, the time overhead of determining the user behavior preference is reduced, and the advertisement delivery efficiency of applying the advertisement delivery method of the embodiment of the invention is improved.

In an optional embodiment of the present invention, on the basis of the advertisement delivery method shown in fig. 4, an embodiment of the present invention further provides a possible implementation manner, as shown in fig. 5, which is a flowchart of a fifth implementation manner of the advertisement delivery method according to the embodiment of the present invention, and in fig. 5, S150, establishing a user behavior preference tag corresponding to a user according to identification information and a viewing tag of the user may include:

s1501, a viewing tag corresponding to each viewing content is acquired, and the number of occurrences of each viewing tag is counted.

In some examples, in order to avoid that the user behavior prefers too many tags and affects the effect of advertisement delivery, the embodiment of the present invention further provides a possible implementation manner.

Specifically, when the user behavior preference tag corresponding to the user is established, the browsing tag corresponding to each browsing content of the user may be acquired, and the number of occurrences of each browsing tag may be counted.

In some examples, there may be at least 1 viewing tag per viewing content, and for multiple viewing contents, there may be the same viewing tag, and thus, the number of occurrences of each viewing tag may be counted.

S1502, obtaining the reading label with the occurrence frequency meeting the preset condition, and establishing a user behavior preference label corresponding to the user according to the identification information of the user and the reading label meeting the preset condition.

Wherein the preset conditions are as follows: the appearance times of the reading labels are larger than or equal to a preset time threshold value, or the appearance times of the reading labels are sorted in the top m positions according to the descending order, wherein m is an integer larger than or equal to 1.

In some examples, after counting the number of occurrences of each of the perusal tags, the perusal tags may be filtered according to the number of occurrences of the perusal tags.

Specifically, a tab whose number of occurrences meets a preset condition may be selected. For example, a tab whose number of occurrences is greater than or equal to a preset threshold may be selected, or a tab whose order of occurrence is m-top may be selected in descending order of the number of occurrences.

After the advertisement delivery device obtains the browsing tag with the occurrence frequency meeting the preset condition, the advertisement delivery device can establish the user behavior preference tag corresponding to the user according to the browsing tag meeting the preset condition and the identification information of the user.

By the advertisement delivery method, when the user behavior preference tag corresponding to the user is established, the reading tag with higher occurrence frequency can be determined as the user behavior preference tag, the behavior preference of the user can be better determined, further, the advertisement to be delivered corresponding to the behavior preference tag can be delivered to the terminal equipment of the user, the delivery of the advertisement to be delivered corresponding to the user behavior preference tag with lower frequency is reduced, and the advertisement delivery accuracy can be further improved.

In an optional embodiment of the present invention, on the basis of the advertisement delivery method shown in fig. 4, a possible implementation manner is further provided in the embodiment of the present invention, as shown in fig. 6, which is a flowchart of a sixth implementation manner of an advertisement delivery method according to the embodiment of the present invention, before acquiring the identification information of the user in S150, the advertisement delivery method according to the embodiment of the present invention may further include:

and S160, obtaining the search content or the chat content of the user in a second preset time period, and determining the historical search keywords corresponding to the search content and/or the historical chat keywords corresponding to the chat content.

In some examples, the advertisement delivery apparatus may establish the user behavior preference tag corresponding to the user according to the browsing content of the user, and may also establish the user behavior preference tag corresponding to the user according to the historical search content and/or the historical chat content of the user.

Specifically, the search server may record search content of the user in a second preset time period, and the chat server may record chat content of the user in the second preset time period, so that the advertisement delivery device may obtain the search content of the user in the second preset time period from the search server, or obtain the chat content of the user in the second preset time period from the chat server.

For example, the search server may record the search content of the user within 40 days, and the advertisement delivery device may obtain the search content of the user within 40 days from the search server.

After the advertisement delivery device acquires the search content and/or the chat content, the advertisement delivery device can perform keyword identification on the search content and/or the chat content to obtain historical search keywords in the search content and/or historical chat keywords in the chat content.

In some examples, the advertisement delivery apparatus may employ an existing keyword recognition method to recognize the keywords in the search content and/or the chat content, which is not described herein again.

S170, obtaining the advertising words in the second preset time period, and searching the advertising words corresponding to the historical search keywords and/or the historical chat keywords in the advertising words in the second preset time period.

In some examples, the advertisement delivery device may deliver the advertisement within a second preset time period, so that when the advertisement delivery device delivers the advertisement, the advertisement delivery device may record advertisement words of each advertisement within the second preset time period, obtain the advertisement words within the second preset time period, and after obtaining the historical search keyword and/or the historical chat keyword, may search for the advertisement word corresponding to the historical search keyword and/or the historical chat keyword from the advertisement words within the second preset time period.

And S180, using the advertisement words corresponding to the historical search keywords as search tags and using the advertisement words corresponding to the historical chat keywords as chat tags.

Specifically, after finding the advertising word corresponding to the history search keyword, the advertising device may use the advertising word corresponding to the history search keyword as a search tag, and after finding the advertising word corresponding to the history chat keyword, the advertising word corresponding to the history chat keyword may use the advertising word as a chat tag, so that a user behavior preference tag corresponding to the user may be established according to the search tag and/or the chat tag.

Correspondingly, S150, acquiring the identification information of the user, and establishing a user behavior preference tag corresponding to the user according to the identification information and the viewing tag of the user, may include:

s1503, obtaining the identification information of the user, and establishing a user behavior preference tag corresponding to the user according to the identification information, the reading tag and the chat tag of the user and/or according to the identification information, the reading tag and the search tag of the user.

Specifically, after obtaining the chat tag and/or the search tag, the advertisement delivery device may first obtain the identification information of the user when establishing the user behavior preference tag corresponding to the user, and then establish the user behavior preference tag corresponding to the user according to the identification information of the user, the reading tag and the chat tag, or

And establishing a user behavior preference tag corresponding to the user according to the identification information, the reading tag and the searching tag of the user.

Or establishing a user behavior preference tag corresponding to the user according to the identification information, the reading tag, the chatting tag and the searching tag of the user.

By the advertisement putting method, the user behavior preference label corresponding to the user can be established according to the reading content of the user, and the user behavior preference label corresponding to the user can be established according to the searching content and/or the chatting content of the user. Therefore, the range of the basis for establishing the user behavior preference label corresponding to the user can be enlarged, the quality of the established user behavior preference label corresponding to the user is improved, the advertisement putting accuracy of the advertisement putting method applying the embodiment of the invention is further improved, and the user experience is improved.

In some examples, the advertisement delivery apparatus may further update the established user behavior preference tag corresponding to the user after establishing the user behavior preference tag corresponding to the user.

Specifically, in an optional embodiment of the present invention, on the basis of the advertisement delivery method shown in fig. 6, a possible implementation manner is further provided in the embodiment of the present invention, as shown in fig. 7, which is a flowchart of a seventh implementation manner of the advertisement delivery method according to the embodiment of the present invention, and in fig. 7, after the user behavior preference tag corresponding to the user is established in S1503, the advertisement delivery method according to the embodiment of the present invention may further include:

s190, periodically obtaining the advertisement words and the newly added behavior content of the newly added advertisements, and determining the keywords of the newly added behavior content.

In some examples, the newly added behavior content may be newly added chat content, newly added browsing content and/or newly added search content, and the period for acquiring the advertisement words and the newly added behavior content of the newly added advertisement may be 24 hours or 12 hours.

In some examples, when the advertisement delivery device delivers a new advertisement by applying the advertisement delivery method according to the embodiment of the present invention, the advertisement words of the new advertisement may also be recorded. The browsing content server can record the browsing content and the browsing behavior which are newly added by the user, the search server can record the searching content and the searching behavior which are newly added by the user, and the chat server can record the chat content and the chat behavior which are newly added by the user.

Therefore, the advertisement delivery device can acquire the newly added browsing content from the browsing content server, the newly added search content from the search server, and the newly added chat content from the chat server. And analyzing keywords in the newly added viewing content, the newly added search content and/or the newly added chat content.

S200, searching for the advertisement words corresponding to the keywords of the newly added behavior content in the advertisement words of the newly added advertisements, taking the advertisement words corresponding to the keywords of the newly added behavior content as the behavior preference labels of the newly added users, and updating the behavior preference labels of the newly added users into the behavior preference labels of the users corresponding to the users.

Specifically, after determining the newly added browsing content, the newly added search content, and/or the newly added keywords in the chat content, the advertisement words corresponding to the newly added keywords in the browsing content, the advertisement words corresponding to the newly added keywords in the search content, and/or the advertisement words corresponding to the newly added keywords in the chat content may be searched for in the advertisement words of the newly added advertisement.

In some examples, after finding out the advertisement words corresponding to the keywords of the newly added viewing content, the advertisement words corresponding to the keywords of the newly added search content, and/or the advertisement words corresponding to the keywords of the newly added chat content, the advertisement words corresponding to the keywords of the newly added viewing content, the advertisement words corresponding to the keywords of the newly added search content, and/or the advertisement words corresponding to the keywords of the newly added chat content may be used as the newly added user behavior preference tags, and the newly added user behavior preference tags may be updated to the user behavior preference tags corresponding to the user.

In some examples, when the advertisement delivery apparatus updates the new user behavior preference tag to the user behavior preference tag corresponding to the user, the advertisement delivery apparatus may add the new user behavior preference tag to the user behavior preference tag corresponding to the user, or may search for whether a user behavior tag identical to the new user behavior preference tag exists in the user behavior preference tag corresponding to the user;

and if the user behavior label identical to the newly added user behavior preference label exists, counting the occurrence frequency of the user behavior label identical to the newly added user behavior preference label again, and reselecting the reading label with the occurrence frequency meeting the preset conditions according to the counted occurrence frequency.

The advertisement delivery method provided by the embodiment of the invention updates the user behavior preference tag corresponding to the user, can keep the user behavior preference tag corresponding to the user as the latest tag, can further improve the accuracy of selecting the advertisement to be delivered and improve the user experience when the advertisement delivery device selects the advertisement to be delivered through the latest tag, and can reduce the period for updating the user behavior preference tag corresponding to the user by determining the newly added user behavior preference tag according to the newly added advertisement words and the newly added behavior content and updating the newly added user behavior preference tag into the user behavior preference tag corresponding to the user.

In another optional embodiment of the present invention, when updating the established user behavior preference tag corresponding to the user, on the basis of the advertisement delivery method shown in fig. 6, the embodiment of the present invention further provides a possible implementation manner, as shown in fig. 8, which is a flowchart of an eighth implementation manner of the advertisement delivery method according to the embodiment of the present invention, and after the user behavior preference tag corresponding to the user is established in S1503, the advertisement delivery method according to the embodiment of the present invention may further include:

s210, periodically obtaining the advertisement words of the newly added advertisements, and searching the advertisement words of the newly added advertisements corresponding to the historical search keywords and/or the historical chat keywords in the advertisement words of the newly added advertisements.

In some examples, when the advertisement delivery apparatus updates the user behavior preference tag corresponding to the user, the advertisement delivery apparatus may periodically obtain new advertisement words, and search for the new advertisement words corresponding to the historical search keyword or the historical chat keyword among the new advertisement words.

The period of obtaining the advertisement words of the newly added advertisement may be 1 hour, 8 hours, or 24 hours.

Specifically, when the advertisement delivery device delivers the new advertisement, the advertisement words of the new advertisement can be recorded, so that the advertisement delivery device can periodically acquire the advertisement words of the new advertisement.

In some examples, after obtaining the advertisement words of the newly added advertisement, the advertisement delivery device may search for the advertisement words of the newly added advertisement corresponding to the historical search keyword and/or the historical chat keyword in the advertisement words of the newly added advertisement, so as to determine the newly added search tag and/or the newly added chat tag.

S220, using the advertisement words of the newly added advertisements corresponding to the historical search keywords as newly added search tags, using the advertisement words of the newly added advertisements corresponding to the historical chat keywords as newly added chat tags, and updating the newly added search tags and/or the newly added chat tags into the user behavior preference tags corresponding to the user.

Specifically, after finding the advertisement words of the new advertisements corresponding to the historical search keywords and/or the advertisement words of the new advertisements corresponding to the historical chat keywords, the advertisement words of the new advertisements corresponding to the historical search keywords and the advertisement words of the new advertisements corresponding to the historical chat keywords may be used as new search tags, and the new search tags and/or the new chat tags may be updated to the user behavior preference tags corresponding to the user.

By applying the advertisement delivery method of the embodiment of the invention, when the user does not perform a new behavior in the period and the advertisement delivery device cannot acquire the content of the new behavior, the user behavior preference tag corresponding to the user is updated, and then the advertisement to be delivered is searched according to the updated user behavior preference tag corresponding to the user, and the searched advertisement to be delivered is delivered.

In an optional embodiment of the present invention, on the basis of the advertisement delivery method shown in fig. 1, a possible implementation manner is further provided in the embodiment of the present invention, as shown in fig. 9, which is a flowchart of a ninth implementation manner of the advertisement delivery method shown in the embodiment of the present invention, and in fig. 9, S130 selects an advertisement to be delivered according to an advertisement selection manner corresponding to a behavior type, and delivers the advertisement to be delivered to a terminal device, where the method may include:

s1303, when the behavior type is a search behavior or a chat behavior, obtaining search content corresponding to the search behavior or chat content corresponding to the chat behavior, and determining a keyword in the search content or the chat content.

In some examples, when the advertisement delivery device detects that the behavior type of the user is a search behavior or a chat behavior, it may be stated that the number of times of interaction between the terminal device of the user and the peer device is large, and the advertisement delivery device may obtain more useful information when the terminal device of the user interacts with the peer device.

Specifically, when the advertisement to be delivered is selected in the keyword selection manner, search content corresponding to the search behavior or chat content corresponding to the chat behavior may be obtained first, and the search content or the keyword in the chat content may be identified.

In some examples, existing keyword recognition methods may be employed to identify keywords in the search content or chat content. And will not be described in detail herein.

S1304, searching for the advertisement to be delivered corresponding to the keyword in a second preset advertisement library, and delivering the advertisement to be delivered to the terminal device.

The second preset advertisement library is a preset advertisement library which stores keywords and advertisements to be released corresponding to the keywords.

Specifically, after obtaining the keywords in the search content and/or the chat content, the advertisement delivery device may search for the advertisement to be delivered corresponding to the keywords in a second preset advertisement library.

In some examples, when the second preset advertisement library is established, the advertisement words of the advertisement and the advertisement may be stored in the second preset advertisement library, for example, as shown in table 3, the second preset advertisement library may include: "ad 1", "ad 2", "ad 3", and "ad 4", may also include: "advertisement to be delivered 1" corresponding to "ad 1", "advertisement to be delivered 2" corresponding to "ad 2", "advertisement to be delivered 3" corresponding to "ad 3", and "advertisement to be delivered 4" corresponding to "ad 4".

After obtaining the keywords in the search content and/or the chat content, the advertisement delivery device may optionally select an advertisement word from a second preset advertisement library shown in table 3, and calculate the similarity between the keyword and the advertisement word, and when the similarity between the keyword and the advertisement word is greater than or equal to a preset threshold value of the similarity between the keyword and the advertisement word, may determine that the advertisement to be delivered corresponding to the advertisement word is the advertisement to be delivered corresponding to the keyword in the search content and/or the chat content.

For example, assuming that the similarity between the keyword and the "ad 2" is greater than a preset threshold of similarity between the keyword and the ad, it may be determined that the keyword corresponds to the "ad 2", and therefore, the advertisement delivery apparatus may determine that the "ad 2 to be delivered" corresponding to the "ad 2" is the ad to be delivered corresponding to the keyword. The "advertisement to be delivered 2" may be acquired from the second preset advertisement library shown in table 3, and the "advertisement to be delivered 2" is delivered to the terminal device of the user.

TABLE 3 second Preset advertisement library

Advertisement word	Advertising
		Advertisement word 1	Advertisement to be delivered 1
Advertisement word 2	Advertisement to be delivered 2
		Advertisement word 3	Advertisement to be delivered 3
Advertisement word 4	Advertisement to be delivered 4

By the advertisement putting method, when a user conducts a searching behavior or a chatting behavior on the terminal device, the advertisement which accords with the user preference can be determined according to the searching behavior or the chatting behavior of the user, and then the advertisement which accords with the user preference can be put on the terminal device, so that the accurate putting of the advertisement is realized, and the user experience is improved.

Corresponding to the above method embodiment, an embodiment of the present invention further provides an advertisement delivery device, as shown in fig. 10, which is a schematic structural diagram of an advertisement delivery device according to an embodiment of the present invention, and in fig. 10, the advertisement delivery device may include:

a detecting module 1010, configured to detect a behavior type of a user on a terminal device, where the behavior type includes: a viewing behavior, a searching behavior, or a chatting behavior;

a selecting module 1020, configured to select an advertisement selection manner corresponding to the behavior type in a preset relationship table, where the behavior type and the advertisement selection manner corresponding to the behavior type are stored in the preset relationship table, and the advertisement selection manner includes: a keyword selection mode or a label selection mode;

and the advertisement putting module 1030 is configured to select an advertisement to be put according to an advertisement selection mode corresponding to the behavior type, and put the advertisement to be put into the terminal device.

According to the advertisement putting device provided by the embodiment of the invention, when a user accesses the Internet on the terminal equipment, the behavior type of the user on the terminal equipment can be detected, the advertisement selection mode corresponding to the behavior type is determined, the advertisement to be put is selected according to the advertisement selection mode, and the advertisement to be put is put into the terminal equipment. Therefore, the method and the device can select the advertisement in the advertisement selection mode corresponding to the behavior type according to different behavior types and launch the advertisement, so as to solve the problem of limitation in the advertisement launching mode in the prior art and improve the advertisement launching range.

Specifically, the detecting module 1010 is specifically configured to:

or

Specifically, the advertisement delivery module 1030 includes:

Specifically, the advertisement delivery device according to the embodiment of the present invention may further include:

Specifically, the user behavior preference tag establishing module includes:

Specifically, the advertisement delivery module 1030 includes:

The embodiment of the present invention further provides an electronic device, as shown in fig. 11, which includes a processor 1110, a communication interface 1120, a memory 1130, and a communication bus 1140, wherein the processor 1110, the communication interface 1120, and the memory 1130 complete mutual communication through the communication bus 1140,

a memory 1130 for storing computer programs;

the processor 1110, when executing the program stored in the memory 1130, implements the following steps:

According to the electronic device provided by the embodiment of the invention, when a user accesses the Internet on the terminal device, the behavior type of the user on the terminal device can be detected, the advertisement selection mode corresponding to the behavior type is determined, the advertisement to be delivered is selected according to the advertisement selection mode, and the advertisement to be delivered is delivered to the terminal device. Therefore, the method and the device can select the advertisement in the advertisement selection mode corresponding to the behavior type according to different behavior types and launch the advertisement, so as to solve the problem of limitation in the advertisement launching mode in the prior art and improve the advertisement launching range.

The communication bus mentioned in the electronic device may be a Peripheral Component Interconnect (PCI) bus, an Extended Industry Standard Architecture (EISA) bus, or the like. The communication bus may be divided into an address bus, a data bus, a control bus, etc. For ease of illustration, only one thick line is shown, but this does not mean that there is only one bus or one type of bus.

The communication interface is used for communication between the electronic equipment and other equipment.

The Memory may include a Random Access Memory (RAM) or a non-volatile Memory (non-volatile Memory), such as at least one disk Memory. Optionally, the memory may also be at least one memory device located remotely from the processor.

The Processor may be a general-purpose Processor, and includes a Central Processing Unit (CPU), a Network Processor (NP), and the like; the Integrated Circuit may also be a Digital Signal Processor (DSP), an Application Specific Integrated Circuit (ASIC), a Field Programmable Gate Array (FPGA) or other Programmable logic device, a discrete Gate or transistor logic device, or a discrete hardware component.

In yet another embodiment of the present invention, a computer-readable storage medium is further provided, which has instructions stored therein, and when the instructions are executed on a computer, the computer is caused to execute an advertisement delivery method as described in any one of the above embodiments.

According to the computer-readable storage medium provided by the embodiment of the invention, when a user accesses the Internet on the terminal device, the behavior type of the user on the terminal device can be detected, the advertisement selection mode corresponding to the behavior type is determined, the advertisement to be delivered is selected according to the advertisement selection mode, and the advertisement to be delivered is delivered to the terminal device. Therefore, the method and the device can select the advertisement in the advertisement selection mode corresponding to the behavior type according to different behavior types and launch the advertisement, so as to solve the problem of limitation in the advertisement launching mode in the prior art and improve the advertisement launching range.

In yet another embodiment of the present invention, there is also provided a computer program product containing instructions which, when run on a computer, cause the computer to perform an advertisement delivery method as described in any of the above embodiments.

According to the computer program product containing the instructions, when a user accesses the Internet on the terminal device, the behavior type of the user on the terminal device can be detected, the advertisement selection mode corresponding to the behavior type is determined, the advertisement to be delivered is selected according to the advertisement selection mode, and the advertisement to be delivered is delivered to the terminal device. Therefore, the method and the device can select the advertisement in the advertisement selection mode corresponding to the behavior type according to different behavior types and launch the advertisement, so as to solve the problem of limitation in the advertisement launching mode in the prior art and improve the advertisement launching range.

In the above embodiments, the implementation may be wholly or partially realized by software, hardware, firmware, or any combination thereof. When implemented in software, may be implemented in whole or in part in the form of a computer program product. The computer program product includes one or more computer instructions. When loaded and executed on a computer, cause the processes or functions described in accordance with the embodiments of the invention to occur, in whole or in part. The computer may be a general purpose computer, a special purpose computer, a network of computers, or other programmable device. The computer instructions may be stored in a computer readable storage medium or transmitted from one computer readable storage medium to another, for example, from one website site, computer, server, or data center to another website site, computer, server, or data center via wired (e.g., coaxial cable, fiber optic, Digital Subscriber Line (DSL)) or wireless (e.g., infrared, wireless, microwave, etc.). The computer-readable storage medium can be any available medium that can be accessed by a computer or a data storage device, such as a server, a data center, etc., that incorporates one or more of the available media. The usable medium may be a magnetic medium (e.g., floppy Disk, hard Disk, magnetic tape), an optical medium (e.g., DVD), or a semiconductor medium (e.g., Solid State Disk (SSD)), among others.

It is noted that, herein, relational terms such as first and second, and the like may be used solely to distinguish one entity or action from another entity or action without necessarily requiring or implying any actual such relationship or order between such entities or actions. Also, the terms "comprises," "comprising," or any other variation thereof, are intended to cover a non-exclusive inclusion, such that a process, method, article, or apparatus that comprises a list of elements does not include only those elements but may include other elements not expressly listed or inherent to such process, method, article, or apparatus. Without further limitation, an element defined by the phrase "comprising an … …" does not exclude the presence of other identical elements in a process, method, article, or apparatus that comprises the element.

All the embodiments in the present specification are described in a related manner, and the same and similar parts among the embodiments may be referred to each other, and each embodiment focuses on the differences from the other embodiments. In particular, for the system embodiment, since it is substantially similar to the method embodiment, the description is simple, and for the relevant points, reference may be made to the partial description of the method embodiment.

The above description is only for the preferred embodiment of the present invention, and is not intended to limit the scope of the present invention. Any modification, equivalent replacement, or improvement made within the spirit and principle of the present invention shall fall within the protection scope of the present invention.

Claims

1. An advertisement delivery method, the method comprising:

detecting a behavior type of a user on a terminal device, wherein the behavior type comprises: a viewing behavior, a searching behavior, or a chatting behavior;

selecting an advertisement to be launched according to the advertisement selection mode corresponding to the behavior type, and launching the advertisement to be launched into the terminal equipment;

the detecting the behavior type of the user on the terminal device includes:

determining the behavior type of a user according to the type of application software used when the user accesses the Internet; or

And determining the behavior type of the user according to the type of the target website accessed by the user.

2. The method of claim 1, wherein the detecting the type of the user's behavior on the terminal device comprises:

or

And acquiring the communication frequency of the terminal equipment for sending information to the opposite terminal equipment within the preset time, and determining the behavior type of the user on the terminal equipment according to the communication frequency and a preset rule.

3. The method according to claim 1, wherein the selecting the advertisement to be delivered according to the advertisement selection mode corresponding to the behavior type and delivering the advertisement to be delivered to the terminal device comprises:

4. The method of claim 3, wherein establishing a user behavior preference tag corresponding to the user comprises:

acquiring the reading content of the user in a first preset time period, and searching a reading label corresponding to the reading content;

and acquiring the identification information of the user, and establishing a user behavior preference tag corresponding to the user according to the identification information of the user and the reading tag.

5. The method of claim 4, wherein the establishing a user behavior preference tag corresponding to the user according to the identification information of the user and the viewing tag comprises:

acquiring a reading label with the occurrence frequency meeting a preset condition, and establishing a user behavior preference label corresponding to the user according to the identification information of the user and the reading label meeting the preset condition, wherein the preset condition is as follows: the appearance times of the reading labels are larger than or equal to a preset time threshold, or the appearance times of the reading labels are sorted in the top m positions according to the sequence from large to small, wherein m is an integer larger than or equal to 1.

6. The method of claim 4, wherein prior to said obtaining the identification information of the user, the method further comprises:

acquiring search content and/or chat content of the user in a second preset time period, and determining historical search keywords corresponding to the search content and/or historical chat keywords corresponding to the chat content;

obtaining the advertising words in the second preset time period, and searching the advertising words corresponding to the historical search keywords and/or the historical chat keywords in the advertising words in the second preset time period;

taking the advertisement words corresponding to the historical search keywords as search tags and taking the advertisement words corresponding to the historical chat keywords as chat tags;

correspondingly, the obtaining the identification information of the user and establishing a user behavior preference tag corresponding to the user according to the identification information of the user and the viewing tag includes:

and acquiring the identification information of the user, and establishing a user behavior preference tag corresponding to the user according to the identification information of the user, the reading tag and the chat tag, and/or according to the identification information of the user, the reading tag and the search tag.

7. The method of claim 6, wherein after the establishing a user behavior preference tag corresponding to the user, the method further comprises:

and searching for the advertising words corresponding to the keywords of the newly added behavior content in the advertising words of the newly added advertisements, taking the advertising words corresponding to the keywords of the newly added behavior content as a newly added user behavior preference tag, and updating the newly added user behavior preference tag into the user behavior preference tag corresponding to the user.

8. The method of claim 6, wherein after the establishing the user behavior preference tag, the method further comprises:

periodically acquiring advertisement words of newly added advertisements, and searching the advertisement words of the newly added advertisements corresponding to the historical search keywords and/or the historical chat keywords in the advertisement words of the newly added advertisements;

9. The method according to claim 1, wherein the selecting the advertisement to be delivered according to the advertisement selection mode corresponding to the behavior type and delivering the advertisement to be delivered to the terminal device comprises:

when the behavior type is a search behavior or a chat behavior, obtaining search content corresponding to the search behavior or chat content corresponding to the chat behavior, and determining keywords in the search content or the chat content;

searching for the advertisement to be launched corresponding to the keyword in a second preset advertisement library, and launching the advertisement to be launched into the terminal equipment, wherein the keyword and the advertisement to be launched corresponding to the keyword are stored in the second preset advertisement library.

10. An advertisement delivery apparatus based on user behavior, the apparatus comprising:

a selecting module, configured to select an advertisement selection manner corresponding to the behavior type in a preset relationship table, where the behavior type and the advertisement selection manner corresponding to the behavior type are stored in the preset relationship table, and the advertisement selection manner includes: a keyword selection mode or a label selection mode;

the advertisement putting module is used for selecting the advertisement to be put according to the advertisement selection mode corresponding to the behavior type and putting the advertisement to be put into the terminal equipment;

the detection module is specifically configured to:

11. The apparatus according to claim 10, wherein the detection module is specifically configured to:

or

12. The apparatus of claim 10, wherein the advertisement delivery module comprises:

13. The apparatus of claim 12, further comprising:

the browsing content acquisition module is used for acquiring the browsing content of the user in a first preset time period and searching a browsing label corresponding to the browsing content;

and the user behavior preference tag establishing module is used for acquiring the identification information of the user and establishing a user behavior preference tag corresponding to the user according to the identification information of the user and the reading tag.

14. The apparatus of claim 13, wherein the user behavior preference tag creation module comprises:

the user behavior preference tag establishing sub-module is used for acquiring the reading tags of which the occurrence times accord with preset conditions, and establishing the user behavior preference tags corresponding to the user according to the identification information of the user and the reading tags which accord with the preset conditions, wherein the preset conditions are as follows: the appearance times of the reading labels are larger than or equal to a preset time threshold, or the appearance times of the reading labels are sorted in the top m positions according to the sequence from large to small, wherein m is an integer larger than or equal to 1.

15. The apparatus of claim 13, further comprising:

the advertisement word searching module is used for acquiring advertisement words in the second preset time period and searching the advertisement words corresponding to the historical search keywords and/or the historical chat keywords in the advertisement words in the second preset time period;

and acquiring identification information of a user, and establishing a user behavior preference tag corresponding to the user according to the identification information of the user, the reading tag and the chat tag, and/or according to the identification information of the user, the reading tag and the search tag.

16. The apparatus of claim 15, further comprising:

the new behavior content acquisition module is used for periodically acquiring the advertisement words and the new behavior content of the new advertisements and determining the keywords of the new behavior content;

and the first updating module is used for searching the advertisement words corresponding to the keywords of the newly added behavior content in the advertisement words of the newly added advertisements, taking the advertisement words corresponding to the keywords of the newly added behavior content as the preference labels of the newly added user behaviors, and updating the preference labels of the newly added user behaviors into the preference labels of the user behaviors corresponding to the user.

17. The apparatus of claim 15, further comprising:

and the second updating module is used for taking the advertisement words of the newly added advertisements corresponding to the historical search keywords as newly added search tags, taking the advertisement words of the newly added advertisements corresponding to the historical chat keywords as newly added chat tags, and updating the newly added search tags and/or the newly added chat tags into the user behavior preference tags corresponding to the users.

18. The apparatus of claim 10, wherein the advertisement delivery module comprises:

and the to-be-launched advertisement selection submodule is also used for searching for the to-be-launched advertisement corresponding to the keyword in a second preset advertisement library and launching the to-be-launched advertisement into the terminal equipment, wherein the keyword and the to-be-launched advertisement corresponding to the keyword are stored in the second preset advertisement library.

19. An electronic device is characterized by comprising a processor, a communication interface, a memory and a communication bus, wherein the processor and the communication interface are used for realizing mutual communication by the memory through the communication bus;

a memory for storing a computer program;

a processor for implementing the method steps of any of claims 1-9 when executing a program stored in the memory.