CN109003106B

CN109003106B - Information processing method and information processing apparatus

Info

Publication number: CN109003106B
Application number: CN201710417019.XA
Authority: CN
Inventors: 郭俊; 周麟; 胡辉; 刘昕
Original assignee: Tencent Technology Beijing Co Ltd
Current assignee: Tencent Technology Beijing Co Ltd
Priority date: 2017-06-06
Filing date: 2017-06-06
Publication date: 2022-07-29
Anticipated expiration: 2037-06-06
Also published as: CN109003106A

Abstract

The invention discloses an information processing method and an information processing device, wherein the method comprises the following steps: acquiring N user attributes of a target user, wherein each user attribute corresponds to at least one material type library; based on the user attribute value of each user attribute in the N user attributes, respectively selecting a target material for the target user from each material type library corresponding to the user attribute, wherein the value of N is more than or equal to 1; and generating target multimedia information aiming at the target user based on the target material, and sending the target multimedia information to the equipment corresponding to the target user so as to display the target multimedia information on the equipment corresponding to the target user.

Description

Information processing method and information processing apparatus

Technical Field

The present invention relates to information processing technologies, and in particular, to an information processing method and an information processing apparatus.

Background

With the improvement of the personalized demand of the advertisement, the related technology of the personalized creativity of the advertisement is continuously highlighted. At present, the technical scheme of personalized creativity in advertisement programmed trading mainly comprises: an advertiser firstly generates a group of creatives and a crowd packet corresponding to each creative, and synchronizes the generated creatives and the crowd packets corresponding to the creatives to a Demand Side Platform (DSP) in an off-line manner; further, after receiving a real-time exposure request sent by an advertisement trading platform (Ad Exchange, ADX), the DSP selects a corresponding creative according to a crowd package to which a target user belongs, returns the creative to the ADX, and participates in bidding to be displayed.

However, the above technical solution for personalized creative idea in ad programming trading mainly has the following disadvantages: 1) an advertiser is required to make a group of creatives, the more personalized creatives are, the larger the number of creatives is, and the great amount of personalized creatives are troublesome and time-consuming for the advertiser; 2) because the creatives are produced off-line, and the corresponding relation between the creatives and the crowd bags is also synchronous off-line, the most suitable advertisement creatives of the target users cannot be displayed immediately.

Disclosure of Invention

In view of the above, embodiments of the present invention provide an information processing method and an information processing apparatus to solve the problems in the prior art.

The technical scheme of the embodiment of the invention can be realized as follows:

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

acquiring N user attributes of a target user, wherein each user attribute corresponds to at least one material type library;

based on the user attribute value of each user attribute in the N user attributes, respectively selecting a target material for the target user from each material type library corresponding to the user attribute, wherein the value of N is more than or equal to 1;

and generating target multimedia information aiming at the target user based on the target material, and sending the target multimedia information to the equipment corresponding to the target user so as to display the target multimedia information on the equipment corresponding to the target user.

In a second aspect, an embodiment of the present invention provides an information processing method, where the method includes:

logging in a first application through a target user tag to obtain N user attributes corresponding to a target user, wherein the value of N is more than or equal to 1;

generating a first request based on the N user attributes, and sending the first request through the first application, wherein the first request is used for acquiring target materials matched with a target user;

receiving response information fed back based on the first request, and extracting the target materials from the response information;

and generating target multimedia information based on the target material, and outputting the target multimedia information through the first application.

In a third aspect, an embodiment of the present invention provides an information processing apparatus including:

the acquisition module is used for acquiring N user attributes of a target user, wherein each user attribute corresponds to at least one material type library;

a selecting module, configured to select a target material for the target user from each material type library corresponding to the user attribute based on a user attribute value of each user attribute in the N user attributes, where a value of N is greater than or equal to 1;

and the generating module is used for generating target multimedia information aiming at the target user based on the target material and sending the target multimedia information to the equipment corresponding to the target user so as to display the target multimedia information on the equipment corresponding to the target user.

In a fourth aspect, an embodiment of the present invention provides an information processing apparatus, including:

the system comprises an acquisition module, a first application module and a second application module, wherein the acquisition module is used for logging in the first application through a target user tag and acquiring N user attributes corresponding to a target user, and the value of N is more than or equal to 1;

a sending module, configured to generate a first request based on the N user attributes, and send the first request through the first application, where the first request is used to obtain a target material matched with a target user;

the receiving module is used for receiving response information fed back based on the first request and extracting the target materials from the response information;

and the generating module is used for generating target multimedia information based on the target material and outputting the target multimedia information through the first application.

In a fifth aspect, an embodiment of the present invention provides an information processing apparatus, including:

a memory configured to store an executable program;

a processor configured to implement the following by executing the executable program stored in the memory:

In a sixth aspect, an embodiment of the present invention provides an information processing apparatus, including:

a memory configured to store an executable program;

In a seventh aspect, an embodiment of the present invention provides a storage medium, which stores an executable program, and when the executable program is executed by a processor, the executable program implements the following operations:

In an eighth aspect, an embodiment of the present invention provides a storage medium storing an executable program, where the executable program, when executed by a processor, implements the following operations:

According to the information processing method and the information processing device, the server can select the materials and synthesize the materials on line in real time based on the user attributes to form the multimedia information with personalized creativity, so that an advertiser does not need to make and store a large amount of personalized creativity in an off-line mode in advance. Therefore, by adding the personalized creative generation service and the advertiser material service, the real-time personalized creative can be effectively realized, the trouble of an advertiser for making a large number of creatives is avoided, and the real-time performance and the diversity of the personalized creative can be ensured.

Drawings

FIG. 1 is a block diagram of an alternative architecture of an information handling system in an embodiment of the present invention;

FIG. 2 is a schematic flow chart of an alternative information processing method according to an embodiment of the present invention;

FIG. 3 is a diagram illustrating a correspondence between user attributes and a material type library according to an embodiment of the present invention;

fig. 4 is a schematic diagram illustrating intersection-taking processing performed on the material subsets of each material type according to the embodiment of the present invention;

FIG. 5 is a block diagram of an alternative architecture of an information handling system in an embodiment of the present invention;

FIG. 6 is a schematic flow chart of an alternative information processing method according to an embodiment of the present invention;

fig. 7 is a schematic diagram of an optional software and hardware structure of the terminal according to the embodiment of the present invention;

FIG. 8 is a schematic flow chart of an alternative method for processing information according to an embodiment of the present invention;

FIG. 9 is a flow chart illustrating an information processing method according to an embodiment of the present invention;

FIG. 10 is a first block diagram of an information processing apparatus according to an embodiment of the present invention;

fig. 11 is a schematic diagram of an alternative hardware structure of an information processing apparatus disposed on a server side or a terminal side according to an embodiment of the present invention;

fig. 12 is a schematic diagram of a second exemplary configuration of an information processing apparatus according to an embodiment of the present invention.

Detailed Description

The technical solution of the present invention is further elaborated below with reference to the drawings and the specific embodiments.

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

Before further detailed description of the present invention, terms and expressions referred to in the embodiments of the present invention are described, and the terms and expressions referred to in the embodiments of the present invention are applicable to the following explanations.

1) Target users, users with promotional needs.

2) User attributes mainly including user gender, preference, age, region, academic calendar, occupation, etc.; accordingly, the user attribute values may be attribute values respectively corresponding to different user attributes.

3) The material type library, the material types of which the multimedia information is composed mainly comprise pictures, characters, audios and videos, so the material type library can be a picture library, a character library, an audio library and a video library thereof.

4) The multimedia information, i.e. the promotion information, is different from the service information related to the service of the application client, which is acquired by the application client, in terms of the general name of the information to be transmitted in the application client at the user side.

For example, the service information of the social client itself is the dynamic state of the social friend, a plurality of dynamic states form a dynamic stream of friends, and the multimedia information may be an advertisement that an advertiser desires to be delivered to users meeting targeting conditions, or a significant news notification that a news unit desires to be pushed to all users.

5) Exposure: the presentation of multimedia information once at a multimedia information bit of an application client running on a device at the user side is called an exposure.

6) The device corresponding to the target user, namely the user terminal, refers to a device running the application client at the user side, and can be a fixed terminal device such as a desktop computer, a television set-top box, an Xbox/PS3 game machine, an outdoor advertisement display screen and the like; the mobile terminal device can also be a mobile terminal device such as a smart phone, a notebook computer, a tablet computer, a vehicle-mounted advertisement display screen and the like.

7) ADX, advertisement trading platform, and the technical platform that ADX integrates different advertisement networks and websites to integrate, and aims to facilitate media purchase by advertisers and websites in a bidding manner.

8) DSP, advertisement demand side platform, DSP is the service provider who aims at the advertiser, and DSP butt joint each big ADX and data platform provides media purchase and optimization service for the advertiser. The DSP provides cross-medium, cross-platform and cross-terminal advertisement delivery platforms for advertisers, accurate delivery based on audiences is realized through data integration and analysis, and real-time monitoring is continuously optimized.

Referring to FIG. 1, an alternative architecture diagram of an information handling system is shown, which in FIG. 1 includes an advertiser 11, a DSP12, an ADX13, and its user terminal 14. Here, the ad exchange platform ADX13 first sends a bid request to the ad demand platform DSP12, informing the DSP12 of the property of this exposure; the DSP12 must also decide whether to bid on this exposure within a few tens of milliseconds after receiving the bid request, and if so, what price to bid on, and then send a response to the bid back to the ADX 13. If ADX13 determines that DSP12 wins the bid, the advertisement of advertiser 11 represented by DSP12 is quickly delivered to the browser of user terminal 14 in a very short time. Of course, if the overall process is slow, ADX13 will assume that DSP12 has timed out and will not accept the DSP12 bid response and that advertiser 11 ad placement will not be achieved.

In order to implement a real-time personalized creative without the burden of advertisers to make a large number of creatives, in combination with an information processing system as shown in fig. 1, an embodiment of the present invention provides an information processing method applied to a server side as shown in fig. 2, the method comprising:

step 201, the server obtains N user attributes of the target user, and each user attribute corresponds to at least one material type library.

Here, the user attribute mainly considers two dimensions of a user's demographic attribute and a user's behavior habit. Considering the population attribute dimension, the user attributes mainly include gender, age, income, academic calendar, occupation, and the like; in consideration of the behavior habit of the user, the user attributes mainly include preference, focus, and the like.

Specifically, the server can directly acquire the user attribute of the dimension of the population attribute from the cloud database based on the user tag; further, the server can also statistically obtain the user attribute of the dimension of the behavior habit from the user historical behavior data stored in the cloud database based on the user tag. The user tag is an identifier for identifying the user identity, such as a dedicated mobile phone number, a QQ number, a micro signal, and the like of the user.

For example, if the user tag is a mobile phone number 13XXX of the user, directly acquiring the user attribute of the user from the big data according to the 13XXX includes: male, 25 years old, income 15-20 k per month, major, middle engineer; further, obtaining the user attribute of the user from the user historical behavior data statistics according to 13XXX further comprises: white cars are preferred, and the concern is car price, namely the car price is sensitive.

Step 202, based on the user attribute value of each user attribute in the N user attributes, selecting a target material for the target user from each material type library corresponding to the user attribute, respectively, where a value of N is greater than or equal to 1.

Here, the correspondence between the user attribute and the material type library may be a one-to-one relationship, as shown in fig. 3 as an example, for the user attribute gender, the material type library corresponding to the gender is a picture. Of course, the corresponding relationship between the user attribute and the material type library may also be a one-to-many relationship, as shown in fig. 3 as an example, for the user attribute age, the material type library corresponding to the gender is a picture and a character; for the attribute preference of the user, the material type library corresponding to the gender is pictures and characters; for the user attribute focus, the material type library corresponding to the gender is pictures and characters.

It should be noted that the material type library may include audio or video in addition to pictures and texts. However, in practical applications, taking the DSP-based advertisement system architecture as an example, in order to effectively guarantee the delay requirement, for example, ADX generally requires that the bidding response time is completed within 100ms, so the general material type library mainly includes pictures and characters.

In an embodiment of the present invention, based on the user attribute value of each of the N user attributes, selecting a target material for the target user from each material type library corresponding to the user attribute respectively includes:

respectively selecting materials for the target user from each material type library corresponding to the user attributes according to the user attribute value of each user attribute in the N user attributes to obtain a material subset of each material type;

performing intersection processing on the material subsets of each material type to obtain a target material of each material type; the value of N is more than or equal to 2.

In one example, as shown in fig. 4, for a target user a, step 1) obtains an attribute value of age 18 and a preference of red for two user attributes of the target user a; step 2) according to the age 18 of the user attribute value of the target user A, selecting materials for the target user A from the pictures of the material type library corresponding to the age of the user attribute to obtain a material subset { p1, p4, p6}, according to the age 18 of the user attribute value of the target user A, selecting materials for the target user A from the characters of the material type library corresponding to the age of the user attribute to obtain a material subset { a2, a4, a5}, according to the preference of the user attribute value of the target user A to red, selecting materials for the target user A from the pictures of the material type library corresponding to the color of the user attribute to obtain a material subset { p2, p4, p6}, according to the preference of the user attribute value of the target user A to red, selecting materials for the target user A from the characters of the material type library corresponding to the color of the user attribute, obtaining a material subset of { a1, a2, a3 }; step 3) performing intersection processing on the material subsets { p1, p4, p6} and { p2, p4, p6} of the material type picture to obtain target materials { p4, p6} of the material type picture, and performing intersection processing on the material subsets { a2, a4, a5} and { a1, a2, a3} of the material type characters to obtain target materials { a2} of the material type characters.

determining a value interval in which a user attribute value of each of the N user attributes is located;

based on the value interval of the user attribute value of each user attribute, searching each material type library corresponding to the user attribute to obtain a sub-material type library corresponding to the value interval;

and selecting target materials for the target user from the sub-material type library according to the user attribute value of each user attribute.

For example, for the age 18 of the user attribute value of the target user a, it may be determined that the value interval of the user attribute value of the target user a is 18 to 45. Therefore, when the materials are further selected from the material type library corresponding to the user attribute age, the sub-material type library corresponding to the value range of 18-45 can be searched first, and the target materials are selected from the sub-material type library. Obviously, for a material type library with large data volume, the advertisement system architecture based on the DSP is taken as an example, and the material selection is performed from the sub-material type library, so that the time delay can be saved, and the advertiser can be ensured to perform the material selection and the material synthesis online in real time based on the user attribute as far as possible.

Step 203, generating target multimedia information for the target user based on the target material, and sending the target multimedia information to the device corresponding to the target user, so as to display the target multimedia information on the device corresponding to the target user.

Here, the target user-corresponding device is a terminal device installed with a browser, and the target user-corresponding device displays the multimedia information on the browser installed therein. Among them, the browser may be google or cool (Chrome) browser, Safari browser, ie (internet explorer) browser, Firefox (Mozilla Firefox) browser, QQ browser, dog search browser, aokuan (Maxthon) browser, etc.

Here, the multimedia information may include static multimedia information and dynamic multimedia information; the static multimedia information comprises static pictures, static characters and the like; the dynamic multimedia information comprises dynamic images, dynamic characters and the like. For example, the dynamic image multimedia information may be a Flash advertisement. The Flash advertisement is a form of making internet advertisement by using Flash software. Advertisements on websites are currently made in a considerable amount using Flash because Flash is much richer in its representation than Gif animation. Flash advertising is one of the most fashionable and popular forms of advertising in network advertising. Many television advertisements are also designed and manufactured by adopting Flash, and the Flash advertisement of a website comprises: flash web advertisement bar, Flash animation in website, title (banner) made by Flash, Flash special topic webpage, Flash website navigation page animation, etc.

In an embodiment of the present invention, the generating target multimedia information for the target user based on the target material includes:

selecting a sub-generation strategy corresponding to each material type according to the corresponding characteristics of the material types;

respectively synthesizing target materials selected from a material type library corresponding to each material type based on a sub-generation strategy corresponding to each material type to obtain sub-multimedia information corresponding to each material type;

and merging the sub multimedia information corresponding to each material type according to a total generation strategy to generate target multimedia information.

Here, for the material type of picture, in order to finally generate the dynamic multimedia information, the sub-generation policy corresponding to the picture includes: 1) if the target material comprises at least two pictures, the strategy can be displayed in a polling mode according to the size sequence of the average value of the color values of the sampling points of the pictures; 2) if the target material comprises a picture, a special effect strategy can be added when the picture is displayed so as to achieve the effect of dynamically displaying the picture. In addition, in order to finally generate the static multimedia information, the sub-generation strategy corresponding to the picture includes: 1) if the target material comprises at least two pictures, comparing the sizes of the pictures according to the average value of the color values of the sampling points of the pictures, and determining a picture with the maximum, minimum or middle average value of the color values of the sampling points to perform static display; 2) if the target material comprises at least two pictures, the at least two pictures can be statically arranged and displayed according to the template in a fixed arrangement mode.

Here, for the material type of text, to finally generate the dynamic multimedia information, the sub-generation policy corresponding to the text includes: the effect of dynamically displaying characters is achieved through a special effect mode. In addition, for the final generation of the static multimedia information, the sub-generation strategy corresponding to the text includes: and statically displaying the characters at a fixed position on the promotion position.

In the information processing method of the embodiment of the invention, a server acquires N user attributes of a target user, wherein each user attribute corresponds to at least one material type library; based on the user attribute value of each user attribute in the N user attributes, respectively selecting a target material for the target user from each material type library corresponding to the user attribute, wherein the value of N is more than or equal to 1; and generating target multimedia information aiming at the target user based on the target material, and sending the target multimedia information to the equipment corresponding to the target user so as to display the target multimedia information on the equipment corresponding to the target user. Therefore, the advertiser can select and synthesize the materials on line in real time based on the user attributes to form the multimedia information with personalized creatives, so that the advertiser does not need to produce and store a large number of personalized creatives offline in advance. Therefore, by adding the personalized creative generation service and the advertiser material service, the real-time personalized creative can be effectively realized, the trouble of an advertiser for making a large number of creatives is avoided, and the real-time performance and the diversity of the personalized creative can be ensured.

Referring to fig. 5, which is a schematic diagram of an alternative architecture of an information processing system 50 provided in an embodiment of the present invention, in fig. 5, a target user 51, a delivery system 52, an application background 53, and a target user corresponding device, that is, a user terminal 54 are included, and a topology structure of the information processing system 50 is described below with reference to fig. 5.

The delivery system 52 is used to deliver multimedia information (e.g., advertisements) to the user terminal 54 for the target user 51.

Illustratively, the delivery system 52 delivers the multimedia information to the user terminals 54 meeting the targeting conditions according to the targeting conditions set by the target users 51 for the multimedia information. In general, the target users 51 will set targeting conditions for advertisement delivery at the delivery system 52, including: the user's territory, age, education level and terminal equipment type, of course, may also be other types such as income level, hobby type, etc. the orientation condition.

Specifically, the delivery system 52 delivers the multimedia information to the terminal running the application client of the corresponding type on the user side according to the type of the application client (such as a news client and a social client) set by the target user 51, so that the multimedia information is exposed on the promotion information bit of the application client on the user side.

The application background 53 is used for sending information streams of target services to application clients in the user terminal 54, such as sending news streams to news clients and sending dynamic streams of friends to social clients.

In order to implement real-time personalized creative idea without the ad owner's bitter of making a large amount of creative idea, referring to an optional flow diagram of an information processing method provided by the embodiment of the invention shown in fig. 6, the information processing method is applied to a user terminal and comprises the following steps: logging in a first application through a target user tag to obtain N user attributes corresponding to a target user, wherein the value of N is more than or equal to 1 (step 601); generating a first request based on the N user attributes, and sending the first request through the first application, wherein the first request is used for acquiring target materials matched with a target user (step 602); receiving response information fed back based on the first request, and extracting the target material from the response information (step 603); target multimedia information is generated based on the target material, which is output by the first application (step 604).

The embodiment of the invention also provides an information processing device for implementing the information processing method. On a hardware level, the information processing apparatus may be illustratively implemented based on resources of the user-side terminal, such as computing resources (e.g., a processor) and communication resources (e.g., a network interface), and on a software level, the information processing apparatus may be implemented as executable instructions (including computer-executable instructions such as programs, modules, and the like) stored in a storage medium with the user terminal.

As described above, when the information processing apparatus is implemented based on the resources of the user terminal 54, referring to an alternative software and hardware structure diagram of the user terminal 54 shown in fig. 7, the user terminal 54 includes a hardware layer, a driver layer, an operating system layer, and a software layer. However, those skilled in the art will appreciate that the structure of the user terminal 54 shown in fig. 7 is merely an example and does not constitute a limitation on the structure of the user terminal 54. For example, the user terminal 54 may have more components than those shown in fig. 7 according to the implementation requirement, or omit some components according to the implementation requirement.

The hardware layers of the user terminal 54 include a processor 541, an input/output interface 543, a storage medium 544, and a network interface 542, which may communicate via a system bus connection.

The processor 541 may be implemented using a Central Processing Unit (CPU), a Microprocessor (MCU), an Application Specific Integrated Circuit (ASIC), or a Field-Programmable Gate Array (FPGA).

The input/output interface 543 may be implemented by an input/output device such as a display screen, a touch panel, a speaker, or the like.

The storage medium 544 may be implemented by a nonvolatile storage medium such as a flash memory, a hard disk, and an optical disk, or a volatile storage medium such as a Double Data Rate (DDR) dynamic cache, in which an executable instruction for executing the information processing method is stored.

Illustratively, the storage medium 544 may be co-located with the user terminal 54, remotely located remotely from the user terminal 54, or distributed locally and remotely from the user terminal 54. The network interface 542 provides the processor 541 with Access capability of external data such as a storage medium 544 set in a remote location, and the network interface 542 may perform Near Field Communication (NFC) based technology, Bluetooth (Bluetooth) technology, ZigBee (ZigBee) technology, and in addition, may also implement Communication based on a Communication scheme such as Code Division Multiple Access (CDMA) and Wideband Code Division Multiple Access (WCDMA) and an evolution scheme thereof.

The operating system layer includes middleware 545 for the operating system 546 to recognize and communicate with the components of the hardware layer, such as may be a set of drivers for the components of the hardware layer.

The operating system 546 is used to provide a graphical user-oriented interface, illustratively including a plug-in icon, a desktop background, and an application icon, and the operating system 546 supports the user to control the device via the graphical interface. Further, the user triggers the relevant application programs to launch and run the software layer applications 547 through the application icons in the graphical interface provided by the operating system 546.

With reference to the hardware architectures shown in fig. 5 and fig. 7, a flowchart of an optional information processing method provided by the embodiment of the present invention is shown in fig. 8, where the information processing method includes:

step 801: a user terminal logs in a first application through a target user tag to obtain N user attributes corresponding to a target user, wherein the value of N is more than or equal to 1;

Specifically, the user terminal can log in a first application based on a target user tag, and obtain a user attribute of a dimension of population attributes from a cloud database through an application background; further, the user attribute of the dimension of the behavior habit can be obtained through statistics of the application background from the user historical behavior data stored in the cloud database. The user tag is an identifier for identifying the user identity, such as a dedicated mobile phone number, a QQ number, a micro signal, and the like of the user.

For example, if the user tag is the mobile phone number 13XXX of the user, the user terminal logs in an official 4S store application client based on 13XXX, and the directly acquiring the user attribute of the user from the big data through the application background includes: male, 25 years old, income 15-20 k per month, major, middle engineer; further, obtaining the user attribute of the user from the user historical behavior data statistics in the big data through the application background further includes: white automobiles are preferred, and the attention point is the price of the automobiles, namely the price of the automobiles is sensitive.

Step 802: the user terminal generates a first request based on the N user attributes, and sends the first request to the server through the first application so as to acquire a target material matched with a target user from the server;

step 803: the server selects target materials for the target user from each material type library corresponding to the user attributes respectively based on the N user attributes carried by the first request;

specifically, the server selects a target material for the target user from each material type library corresponding to the user attribute based on the user attribute value of each user attribute in the N user attributes.

Step 804: the server generates response information for the first request feedback to the user terminal based on the target material, and sends the first request feedback to the user terminal;

step 805: the user terminal receives response information fed back based on the first request, and extracts the target material from the response information;

step 806: and the user terminal generates target multimedia information based on the target material and outputs the target multimedia information through the first application.

Specifically, the user terminal generates target multimedia information based on the target material, including: selecting a sub-generation strategy corresponding to each material type according to the corresponding characteristics of the material types; respectively synthesizing target materials selected from a material type library corresponding to each material type based on a sub-generation strategy corresponding to each material type to obtain sub-multimedia information corresponding to each material type; and merging the sub multimedia information corresponding to each material type according to a total generation strategy to generate target multimedia information.

Here, for the material type of picture, in order to finally generate the dynamic multimedia information, the sub-generation policy corresponding to the picture includes: 1) if the target material comprises at least two pictures, the strategy can be displayed in a polling mode according to the size sequence of the average value of the color values of the sampling points of the pictures; 2) if the target material comprises a picture, a special effect strategy can be added when the picture is displayed so as to achieve the effect of dynamically displaying the picture. In addition, in order to finally generate the static multimedia information, the sub-generation strategy corresponding to the picture includes: 1) if the target material comprises at least two pictures, comparing the sizes of the pictures according to the average value of the color values of the sampling points of the pictures, and determining a picture with the maximum, minimum or middle average value of the color values of the sampling points to perform static display; 2) if the target material comprises at least two pictures, the at least two pictures can be statically arranged and displayed according to a template in a fixed arrangement mode.

Therefore, the server can select and synthesize the materials on line in real time based on the user attributes to form the multimedia information with personalized creatives, so that advertisers do not need to produce and store a large number of personalized creatives offline in advance. Therefore, by adding the personalized creative generation service and the advertiser material service, real-time personalized creative can be effectively realized, and the difficulty of advertisers in making a large number of creatives is avoided, so that the real-time performance and the diversity of the personalized creative are ensured.

Based on the foregoing information processing method according to the embodiment of the present invention, in combination with the application example of the information processing method shown in fig. 9, the information processing method according to the embodiment of the present invention includes:

step 1, the media sends the exposure request to the ADX.

And step 2, the ADX sends exposure requests to a plurality of DSPs.

And 3, carrying out normal menu by the DSP, and sending a request to the user material service of the advertiser if the selected order is the order of the personalized creative idea.

Here, the request includes an Identifier of the user, such as a Mobile Equipment Identifier, an Identifier For Identifier (IDFA), an International Mobile Equipment Identity (IMEI), and the like.

And 4, the user material service returns the advertisement materials of the user including pictures and characters to the DSP.

For example, an automotive advertiser has three models, a low end model, a medium end model and a high end model, each model having two colors, black and white. The advertisement text information may be: price information, test driving information, performance information. When requested, the advertiser judges that the user's interest is in a white low end car, and that the user is interested in price information. A picture of a white low end car is returned, together with car price information.

And 5, after receiving the material information, the DSP sends the material information and the playing form information in the ADX exposure request to the personalized creative generation service.

And 6, cutting picture materials by the personalized creative generation service, splicing the materials including pictures and characters, generating a creative meeting the ADX requirement, and returning the creative to the DSP.

And 7, the DSP returns the creative idea to the ADX.

Step 8, bidding by ADX, and returning to the media for advertisement display after winning

In the application example of the invention, by adding the personalized creative generation service and the advertiser material service and the two interactive steps of steps 3-6, the advertiser can select and synthesize the materials on line in real time based on the user attributes to form the multimedia information with personalized creative, so that the advertiser does not need to make and store a large number of personalized creatives offline in advance. Therefore, by adding the personalized creative generation service and the advertiser material service, the real-time personalized creative can be effectively realized, the trouble of an advertiser for making a large number of creatives is avoided, and the real-time performance and the diversity of the personalized creative can be ensured.

Fig. 10 is a schematic diagram of a first configuration of an information processing apparatus according to an embodiment of the present invention, applied to a server, as shown in fig. 10, the apparatus includes:

an obtaining module 1001, configured to obtain N user attributes of a target user, where each user attribute corresponds to at least one material type library;

a selecting module 1002, configured to select, based on a user attribute value of each user attribute of the N user attributes, a target material for the target user from each material type library corresponding to the user attribute, respectively, where a value of N is greater than or equal to 1;

a generating module 1003, configured to generate target multimedia information for the target user based on the target material, and send the target multimedia information to the device corresponding to the target user, so as to display the target multimedia information on the device corresponding to the target user.

In an embodiment of the present invention, the selecting module 1002 includes:

the selecting unit is used for respectively selecting materials for the target user from each material type library corresponding to the user attributes according to the user attribute value of each user attribute in the N user attributes to obtain a material subset of each material type;

the intersection processing unit is used for performing intersection processing on the material subsets of each material type to obtain a target material of each material type; the value of N is more than or equal to 2.

In an embodiment of the present invention, the selecting module 1002 includes:

a determining unit, configured to determine a value interval in which a user attribute value of each of the N user attributes is located;

the searching unit is used for searching each material type library corresponding to the value interval from each material type library corresponding to the user attribute based on the value interval of the user attribute value of each user attribute;

and the selecting unit is used for selecting target materials for the target user from the sub-material type library according to the user attribute value of each user attribute.

In an embodiment of the present invention, the generating module 1003 includes:

the strategy selection unit is used for selecting a sub-generation strategy corresponding to each material type according to the characteristics corresponding to the material types;

the generating unit is used for respectively carrying out synthesis processing on the target material selected from the material type library corresponding to each material type based on the sub-generating strategy corresponding to each material type to obtain sub-multimedia information corresponding to each material type; and merging the sub multimedia information corresponding to each material type according to a total generation strategy to generate target multimedia information.

Those skilled in the art will understand that the functions of the modules in the information processing apparatus of the present embodiment can be understood by referring to the related description of the aforementioned information processing method.

In practical applications, the specific structures of the obtaining module 1001, the selecting module 1002 and the generating module 1003 thereof may all correspond to a processor. The specific structure of the processor may be a Central Processing Unit (CPU), a Micro Controller Unit (MCU), a Digital Signal Processor (DSP), a Programmable Logic Controller (PLC), or other electronic components or a collection of electronic components having a Processing function. The processor includes executable codes, the executable codes are stored in a storage medium, the processor can be connected with the storage medium through a communication interface such as a bus, and when the corresponding functions of specific units are executed, the executable codes are read from the storage medium and executed. The portion of the storage medium used to store the executable code is preferably a non-transitory storage medium.

The information processing apparatus according to this embodiment may be disposed on a server side.

Fig. 11 is a schematic diagram of an alternative hardware configuration for implementing the information processing apparatus disposed on the server side, which includes a processor 111, an input/output interface 112 (e.g., a display screen, a touch screen, and a speaker), a storage medium 113, and a network interface 114, and the components may be connected to communicate via a system bus 115. Accordingly, the storage medium 113 of the information processing apparatus stores therein executable instructions for executing the information processing method provided by the embodiment of the present invention.

The storage medium 113 may be various media capable of storing program codes, such as a removable storage device, a Random Access Memory (RAM), a Read-Only Memory (ROM), a magnetic disk, or an optical disk. Preferably, the storage medium 113 may be a nonvolatile storage medium.

The processor 111 may be a CPU, an MCU, a DSP, a PLC, or a processing circuit, such as an Application Specific Integrated Circuit (ASIC).

Specifically, the processor 111 reads and executes the executable instructions of the information processing method from the storage medium 113 through the system bus 115, and may perform the following steps:

According to the information processing device provided by the embodiment of the invention, an advertiser can select and synthesize the materials on line in real time based on the user attributes to form the multimedia information with personalized creativity, so that the advertiser does not need to make and store a large number of personalized creativity in an off-line manner in advance. Therefore, by adding the personalized creative generation service and the advertiser material service, the real-time personalized creative can be effectively realized, the trouble of an advertiser for making a large number of creatives is avoided, and the real-time performance and the diversity of the personalized creative can be ensured.

Fig. 12 is a schematic diagram of a second configuration of an information processing apparatus according to an embodiment of the present invention, which is applied to a user terminal, and as shown in fig. 12, the apparatus includes:

an obtaining module 1201, configured to log in a first application through a target user tag, and obtain N user attributes corresponding to a target user, where a value of N is greater than or equal to 1;

a sending module 1202, configured to generate a first request based on the N user attributes, and send the first request through the first application, where the first request is used to obtain target materials matched with a target user;

a receiving module 1203, configured to receive response information fed back based on the first request, and extract the target material from the response information;

a generating module 1204, configured to generate target multimedia information based on the target material, and output the target multimedia information through the first application.

In an embodiment of the present invention, the generating module 1204 includes:

In practical applications, the specific structures of the obtaining module 1201, the sending module 1202, the receiving module 1203 and the generating module 1204 thereof may all correspond to a processor. The specific structure of the processor can be an electronic component or a collection of electronic components with processing functions, such as a CPU, an MCU, a DSP or a PLC. The processor includes executable codes, the executable codes are stored in a storage medium, the processor can be connected with the storage medium through a communication interface such as a bus, and when the corresponding functions of specific units are executed, the executable codes are read from the storage medium and executed. The portion of the storage medium used to store the executable code is preferably a non-transitory storage medium.

The information processing apparatus according to this embodiment may be disposed on a user terminal side.

Similarly, the hardware configuration diagram shown in fig. 11 may also be used to implement an alternative hardware configuration diagram of an information processing apparatus disposed at the user terminal side, where the alternative hardware configuration diagram includes a processor 111, an input/output interface 112 (e.g., a display screen, a touch screen, and a speaker), a storage medium 113, and a network interface 114, and the components may be connected and communicated via a system bus 115. Accordingly, the storage medium 113 of the information processing apparatus stores therein executable instructions for executing the information processing method provided by the embodiment of the present invention.

The storage medium 113 may be various media capable of storing program codes, such as a removable storage device, a RAM, a ROM, a magnetic disk, or an optical disk. Preferably, the storage medium 113 may be a nonvolatile storage medium.

The processor 111 may be a CPU, MCU, DSP, PLC, or a processing circuit, such as an ASIC.

The information processing device provided by the embodiment of the invention can be used for performing material selection and material synthesis on line in real time based on the user attributes to form the multimedia information with personalized creativity, so that an advertiser does not need to make and store a large amount of personalized creativity in an off-line manner in advance. Therefore, by adding the personalized creative generation service and the advertiser material service, the real-time personalized creative can be effectively realized, the trouble of an advertiser for making a large number of creatives is avoided, and the real-time performance and the diversity of the personalized creative can be ensured.

In the several embodiments provided in the present application, it should be understood that the disclosed apparatus and method may be implemented in other ways. The above-described device embodiments are merely illustrative, for example, the division of the unit is only a logical functional division, and there may be other division ways in actual implementation, such as: multiple units or components may be combined, or may be integrated into another system, or some features may be omitted, or not implemented. In addition, the coupling, direct coupling or communication connection between the components shown or discussed may be through some interfaces, and the indirect coupling or communication connection between the devices or units may be electrical, mechanical or other forms.

The units described as separate parts may or may not be physically separate, and parts displayed as units may or may not be physical units; can be located in one place or distributed on a plurality of network units; some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.

In addition, all the functional units in the embodiments of the present invention may be integrated into one processing unit, or each unit may be separately regarded as one unit, or two or more units may be integrated into one unit; the integrated unit can be realized in a form of hardware, or in a form of hardware plus a software functional unit.

Those of ordinary skill in the art will understand that: all or part of the steps for realizing the method embodiments can be completed by hardware related to program instructions, the program can be stored in a computer readable storage medium, and the program executes the steps comprising the method embodiments when executed; and the aforementioned storage medium includes: a removable storage device, a ROM, a RAM, a magnetic or optical disk, or various other media that can store program code.

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

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

Claims

1. An information processing method, characterized in that the method comprises:

acquiring N user attributes of a target user from a cloud database based on a user tag; the user label is an identifier for identifying the identity of a user, the user attributes comprise population attributes of the user and behavior habits of the user, and each user attribute corresponds to at least one material type library;

performing intersection processing on the material subsets of each material type to obtain a target material of each material type, wherein the value of N is more than or equal to 2;

when the target multimedia information is static multimedia information, the sub-generation strategy corresponding to the picture comprises the following steps: when the target material comprises at least two pictures, comparing the average values of the color values of the sampling points of the pictures to determine a picture with the maximum, minimum or middle average value of the color values of the sampling points to perform static display, or statically arranging and displaying the at least two pictures according to a template in a fixed arrangement mode; the sub-generation strategy corresponding to the text includes: statically displaying the characters at fixed positions on the promotion positions;

when the target multimedia information is dynamic multimedia information, the sub-generation strategy corresponding to the picture comprises: when the target material comprises at least two pictures, polling and displaying the strategy according to the size sequence of the average value of the color values of the sampling points of the pictures; when the target material comprises a picture, adding a special effect strategy when the picture is displayed to achieve the effect of dynamically displaying the picture; the sub-generation strategy corresponding to the text includes: the effect of dynamically displaying characters is achieved through a special effect mode;

merging the sub multimedia information corresponding to each material type according to a total generation strategy to generate the target multimedia information;

and sending the target multimedia information to the equipment corresponding to the target user so as to display the target multimedia information on the equipment corresponding to the target user.

2. The method of claim 1, further comprising:

3. An information processing method, characterized in that the method comprises:

logging in a first application through a target user tag, and acquiring N user attributes corresponding to a target user from a cloud database; the user label is an identifier for identifying the identity of a user, and the user attribute comprises the population attribute of the user and the behavior habit of the user; the value of N is more than or equal to 2;

generating a first request based on the N user attributes, and sending the first request to a server through the first application, wherein the first request is used for the server to execute the following processing: respectively selecting materials for the target user from each material type library corresponding to the user attributes according to the user attribute value of each user attribute in the N user attributes carried in the first request to obtain a material subset of each material type; performing intersection processing on the material subsets of each material type to obtain a target material of each material type;

receiving response information which is generated by the server based on the target material and aims at the first request feedback, and extracting the target material from the response information;

and merging the sub multimedia information corresponding to each material type according to a total generation strategy to generate the target multimedia information, and outputting the target multimedia information through the first application.

4. An information processing apparatus characterized by comprising:

the acquisition module is used for acquiring N user attributes of the target user from the cloud database based on the user tags; the user label is an identifier for identifying the identity of a user, the user attributes comprise population attributes of the user and behavior habits of the user, and each user attribute corresponds to at least one material type library;

a selecting module, configured to select, according to a user attribute value of each user attribute of the N user attributes, a material for the target user from each material type library corresponding to the user attribute, respectively, to obtain a material subset of each material type; performing intersection processing on the material subsets of each material type to obtain a target material of each material type, wherein the value of N is more than or equal to 2;

the generating module is used for selecting a sub-generating strategy corresponding to each material type according to the corresponding characteristics of the material types; when the target multimedia information is static multimedia information, the sub-generation strategy corresponding to the picture comprises the following steps: when the target material comprises at least two pictures, comparing the average values of the color values of the sampling points of the pictures to determine a picture with the maximum, minimum or middle average value of the color values of the sampling points to perform static display, or statically arranging and displaying the at least two pictures according to a template in a fixed arrangement mode; the sub-generation strategy corresponding to the text includes: statically displaying the characters at fixed positions on the promotion positions; when the target multimedia information is dynamic multimedia information, the sub-generation strategy corresponding to the picture comprises: when the target material comprises at least two pictures, polling and displaying the strategy according to the size sequence of the average value of the color values of the sampling points of the pictures; when the target material comprises a picture, adding a special effect strategy when the picture is displayed to achieve the effect of dynamically displaying the picture; the sub-generation strategy corresponding to the text includes: the effect of dynamically displaying characters is achieved through a special effect mode; respectively synthesizing target materials selected from a material type library corresponding to each material type based on a sub-generation strategy corresponding to each material type to obtain sub-multimedia information corresponding to each material type; and merging the sub-multimedia information corresponding to each material type according to a total generation strategy to generate the target multimedia information, and sending the target multimedia information to the equipment corresponding to the target user so as to display the target multimedia information on the equipment corresponding to the target user.

5. The information processing apparatus according to claim 4, wherein the selecting module includes:

6. An information processing apparatus characterized by comprising:

the acquisition module is used for logging in a first application through a target user tag and acquiring N user attributes corresponding to a target user from a cloud database; the user label is an identifier for identifying the identity of a user, and the user attribute comprises the population attribute of the user and the behavior habit of the user; the value of N is more than or equal to 2;

a sending module, configured to generate a first request based on the N user attributes, and send the first request to a server through the first application, where the first request is used for the server to perform the following processing: respectively selecting materials for the target user from each material type library corresponding to the user attributes according to the user attribute value of each user attribute in the N user attributes carried in the first request to obtain a material subset of each material type; performing intersection processing on the material subsets of each material type to obtain a target material of each material type;

the receiving module is used for receiving response information which is generated by the server based on the target material and aims at the first request feedback, and extracting the target material from the response information;

the generating module is used for selecting a sub-generating strategy corresponding to each material type according to the corresponding characteristics of the material types; when the target multimedia information is static multimedia information, the sub-generation strategy corresponding to the picture comprises the following steps: when the target material comprises at least two pictures, comparing the average values of the color values of the sampling points of the pictures to determine a picture with the maximum, minimum or middle average value of the color values of the sampling points to perform static display, or statically arranging and displaying the at least two pictures according to a template in a fixed arrangement mode; the sub-generation strategy corresponding to the text includes: statically displaying the characters at fixed positions on the promotion positions; when the target multimedia information is dynamic multimedia information, the sub-generation strategy corresponding to the picture comprises: when the target material comprises at least two pictures, polling and displaying the strategy according to the size sequence of the average value of the color values of the sampling points of the pictures; when the target material comprises a picture, adding a special effect strategy when the picture is displayed to achieve the effect of dynamically displaying the picture; the sub-generation strategy corresponding to the text includes: the effect of dynamically displaying characters is achieved through a special effect mode; respectively synthesizing target materials selected from a material type library corresponding to each material type based on a sub-generation strategy corresponding to each material type to obtain sub-multimedia information corresponding to each material type; and merging the sub multimedia information corresponding to each material type according to a total generation strategy to generate the target multimedia information, and outputting the target multimedia information through the first application.

7. An information processing apparatus characterized by comprising:

a memory configured to store an executable program;

merging the sub-multimedia information corresponding to each material type according to a total generation strategy to generate the target multimedia information;

8. An information processing apparatus characterized by comprising:

a memory configured to store an executable program;

9. A storage medium storing an executable program that when executed by a processor performs the operations of:

when the target multimedia information is dynamic multimedia information, the sub-generation strategy corresponding to the picture comprises the following steps: when the target material comprises at least two pictures, polling and displaying the strategy according to the size sequence of the average value of the color values of the sampling points of the pictures; when the target material comprises a picture, adding a special effect strategy when the picture is displayed to achieve the effect of dynamically displaying the picture; the sub-generation strategy corresponding to the text includes: the effect of dynamically displaying characters is achieved through a special effect mode;

10. A storage medium storing an executable program that when executed by a processor performs the operations of: