CN109598549B

CN109598549B - Internet advertisement putting method and device

Info

Publication number: CN109598549B
Application number: CN201811454189.6A
Authority: CN
Inventors: 雷正
Original assignee: Wuhan Cirrost Technology Co ltd
Current assignee: Wuhan Cirrost Technology Co ltd
Priority date: 2018-08-03
Filing date: 2018-11-30
Publication date: 2021-02-26
Anticipated expiration: 2038-11-30
Also published as: CN109598550A; CN110796466A; CN109598549A; CN109598550B; CN110796466B

Abstract

The invention relates to the technical field of communication technology and internet advertisement, and provides an internet advertisement putting method and device. The method comprises the steps that after receiving an advertisement request carrying a user identifier, first equipment generates a transaction number according to a preset mode; the first equipment sends a first push message carrying the transaction number to SSP in the network; the first equipment sends a third push message carrying the user identification and the transaction number to the data management platform; after acquiring a transaction number and a target audience group classification identifier from a data management platform, each DSP determines whether to send a bidding response carrying the transaction number to an SSP (service provider) according to the target audience group classification identifier. The invention avoids the potential privacy leakage risk brought by using the user identification in the advertisement bidding network where the DSP and the SSP are positioned.

Description

Internet advertisement putting method and device

[ technical field ] A method for producing a semiconductor device

The invention relates to the technical field of communication technology and internet advertisement, in particular to an internet advertisement putting method and device.

[ background of the invention ]

With the development of the internet, the network has become an important means for publishing information, popularizing services, serving clients and communicating employees. Internet advertising has rapidly evolved, surpassing traditional media advertising. The Real Time Bidding (RTB) method is used as an open internet advertisement platform and occupies a large share of internet advertisements.

In order to identify whether each advertisement audience to be auction is a target client, a Demand Side Platform (DSP) usually cooperates with a Data-Management Platform (DMP), uses ID as an identification mark between the two, and after obtaining User ID in Bid request during auction, searches for User attribute in a DMP method, and then determines auction price, thereby achieving the purpose of accurate delivery.

In a standard RTB protocol, both Bid Request and Ad Request communication files contain User ID or Cookie ID, and the information also belongs to User privacy and personal information data. The personal information refers to various information recorded in an electronic or other manner, which can identify the personal identity of the natural person alone or in combination with other information, including but not limited to the name, date of birth, identification document number, biometric information, address, telephone number, etc. of the natural person.

As shown in FIG. 1, for an existing RTB bidding logic diagram, where a website or APP acts as a provider Platform (SSP), the logic sequence in the diagram can be seen:

step 1, a user accesses a media website, such as website A, using a browser. Website a presents the content of the website, such as news, to the user. At the same time, the media website may also present advertisements to the user at some of the ad slots. Although the main task of the media website is to present high-quality content to users, money needs to be earned through advertisements to enable the business of providing content to be continued. They may sell advertising inventory using their own sales team. However, for media websites, RTB is an increasingly important channel for selling advertising inventory. Here we assume that website a decides to sell the ad slot in the upper right corner by RTB.

And 2, the website A transmits the information to the advertisement trading platform. The transmitted information includes Uniform Resource Locator (URL), advertisement location, user identification code (Cookie Identity, abbreviated as Cookie ID), and the like.

And 3, organizing one-time bidding by the advertisement trading platform, and sending flow bidding responses to the multiple DSPs. Assume advertiser 1 is one of the DSPs.

And 4, when the DSP server corresponding to the advertiser 1 receives the flow bidding response of the advertisement trading platform, transmitting the data to a bidding engine.

And step 5, the bidding engine sends the user ID to the user and advertiser information database to see whether the user is matched with the requirements of the advertiser.

And 6, receiving the information of the user and the advertiser by the bidding engine, and determining whether to participate in bidding and bidding price.

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

And 8, the DSP server corresponding to the advertiser 1 sends bidding response to the advertisement trading platform.

And 9, the advertisement trading platform carries out auction after receiving the responses of all the DSP servers or the deadline is reached. For example, the deadline of the ad exchange platform is 100ms, which means that the time difference between the sending of the traffic bid response and the receiving of the DSP bid response by the ad exchange platform needs to be within the deadline. Assume that advertiser 1 is the winner of the bid transaction for the advertisement.

The ad exchange platform notifies the user of the winner of the browser auction, step 10. The browser sends an advertisement exposure request to the advertisement server where the advertisement creative resides.

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

At step 12, the user views the advertisement on the website. Then if the user is interested in the ad, he clicks on the ad and enters the advertiser's landing page. The user browses the advertiser's web site, possibly taking further action. For example, if the advertiser is an electronic commerce company, the user may conduct a purchase on an electronic commerce web site.

In the step 1, a user browses a website or opens an APP, a process of advertisement transaction bidding is triggered, from the step 2, a Cookie ID is carried in related messages, and at least until the step 5, the Cookie ID is carried in each transmission message, wherein the Cookie ID spans at least three platforms (such as the website (SSP), an advertisement transaction platform and a demand party in the figure 1), so that the Cookie ID is transmitted among the platforms, and a carrier corresponds to the Cookie ID, and the risk of privacy information leakage is brought.

In addition, in the prior art, an im compression ID and a Bid ID carried when a message is transmitted in a Bid trading network do not have an explicit correspondence, which may cause a loss of the correspondence in a conversion process, and even if a Cookie ID is carried in a corresponding message, once the correspondence is lost in the conversion process, a plurality of advertisement bidding processes triggered by the same user cannot be identified by the Cookie ID, where the im compression ID is generated by an SSP or a Publisher, and if the SSP does not receive an advertisement request initiated by a real user, the im compression ID can be generated, and a false advertisement can be performed. The Publisher is similar to an Internet Service Provider (ISP), and belongs to a content Provider, and in different scenarios, the Publisher and the Provider platform may belong to the same enterprise or different enterprises.

In view of the above, overcoming the drawbacks of the prior art is an urgent problem in the art.

[ summary of the invention ]

The technical problem to be solved by the invention is that the User identification is carried in the related message for transmission in the existing internet advertisement putting method, so the potential privacy leakage risk brought by using User ID or Cookie ID in the advertisement bidding network where DSP and SSP are located exists in the prior art.

The technical problem to be further solved by the present invention is that in the existing internet advertisement delivery mode, a mode that each DSP sends a target audience group classification identification request to the DMP is adopted, which increases the message processing load of the DMP.

The invention also relates to the technical problem of how to monitor the illegal SSP fraud advertisement and identify the false flow formed by the intelligent terminal simulator at the user side.

The invention adopts the following technical scheme:

in a first aspect, the present invention further provides an internet advertisement delivery method, including:

after receiving an advertisement request carrying a user identifier, first equipment generates a transaction number according to a preset mode;

the first device sends a first push message carrying the transaction number to an SSP in a network, so that the SSP triggers an advertisement transaction platform to send bidding request messages to each DSP according to the transaction number;

the first equipment sends a third push message carrying a user identifier and a transaction number to a data management platform, so that the data management platform determines a target audience group classification identifier corresponding to the user identifier according to the mapping relation between the user identifier and the transaction number after receiving a target audience group classification request carrying the transaction number;

after acquiring a transaction number and a target audience group classification identifier from a data management platform, each DSP determines whether to send a bidding response carrying the transaction number to an SSP (service provider) according to the target audience group classification identifier.

Preferably, the transaction number is specifically:

generating a one-time transaction number according to a preset random algorithm; alternatively, the first and second electrodes may be,

according to a preset Hash algorithm, converting relevant contents including user identification into the transaction number;

wherein the life cycle of the transaction number begins after receiving the advertisement request and ends after completing the bidding process.

Preferably, if an advertisement slot is preset on a designated website and/or a designated App, the process of generating the advertisement request specifically includes:

when a user accesses the appointed website through the intelligent terminal or uses the App, a preset advertisement position is triggered, and the intelligent terminal sends the first advertisement request message;

the first advertisement request is acquired by a second device, and the second device obtains the advertisement request message after redirecting the destination address or the next hop routing address of the first advertisement request to the first device, and sends the advertisement request message to the first device.

Preferably, if the second device has a DPI function, after the second device obtains the first advertisement request, the method further includes:

reading a server domain name, a server host name, a server address and/or a user identification of the SSP carried in the first advertisement request, and verifying the legality of the SSP and/or the user;

and if the verification result is legal, converting the first advertisement request into a destination address or a next hop routing address, redirecting the destination address or the next hop routing address into an advertisement request message of the first equipment, and sending the advertisement request message to the first equipment.

Preferably, the second device is specifically:

a gateway support node GGSN, a public data network gateway PGW, a control plane gateway CGW, a distributed gateway DGW, an access and mobility management function AMF, a session management function SMF or a user plane management function UPF.

Preferably, the method further includes a third device, where the third device has a DPI function, and after the second device obtains the first advertisement request, the method further includes:

the second equipment forwards the first advertisement request to the third equipment;

the third device reads the server domain name, the server host name, the server address and/or the user identification of the SSP carried in the first advertisement request, and verifies the validity of the SSP and/or the user;

if the verification result is legal, the second device or the third device converts the first advertisement request into a destination address or a next hop routing address, redirects the destination address or the next hop routing address to an advertisement request message of the first device, and sends the advertisement request message to the first device.

Preferably, the second device is specifically a gateway support node GGSN, a packet data serving node PDSN, or a public data network gateway PGW;

the third device is specifically an integrated service gateway SCG or a unified intelligent controller UIC.

Preferably, when the user logs in a specified website and/or a specified APP through the virtual account, and an advertisement slot is preset on the specified website and/or the specified APP, the process of generating the advertisement request specifically includes:

when a user accesses the appointed website or uses the APP through the intelligent terminal, a preset advertisement position is triggered, and the server of the website or the server of the APP sends the advertisement request message.

Preferably, an enhanced agent is further disposed between the data management platform and each DSP, and then each DSP acquires the transaction number and the target audience group classification identifier from the data management platform, which specifically includes:

the first equipment sends a second push message carrying the transaction number to the enhanced proxy;

the enhanced agent sends a target audience group classification request message carrying the transaction number to a data management platform; after receiving a target audience group classification request carrying a transaction number, the data management platform determines a target audience group classification identifier corresponding to the user identifier according to the mapping relation between the user identifier and the transaction number;

and after acquiring the target audience group classification identification returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identification and the transaction number to the one or more DSPs.

after acquiring the target audience group classification identification returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identification and the transaction number to one or more DSPs after confirming one or more DSPs conforming to the target audience group classification identification.

Preferably, the data management platform includes a first data management platform and a second data management platform, and the enhancing agent, after obtaining the target audience group classification identifier returned by the data management platform, specifically includes:

the enhanced agent acquires a first target audience group classification identifier returned by the first data management platform and a second target audience classification identifier returned by the second data management platform;

and the enhanced agent analyzes the first target audience group classification identification and the second target audience group classification identification to obtain the target audience group classification identification.

Preferably, the transaction number is carried in an extension field of the first push message, the second push message, the bid request message, and the bid response message.

Preferably, the SSP triggers the advertisement trading platform to send a bid request message to each DSP according to the trading number, and specifically includes:

the SSP carries the transaction number in an advertisement display request and sends the advertisement display request to the advertisement transaction platform;

and the advertisement trading platform carries the trading number in a bidding request message and sends the bidding request message to each DSP associated with the advertisement trading platform.

In a second aspect, the present invention provides an internet advertisement delivery method, including:

after receiving an advertisement request message carrying a user identifier, first equipment generates a transaction number according to a preset mode;

the first equipment sends a target audience group classification request message carrying a user identification to a data management platform so as to obtain a target audience group classification identification corresponding to the user identification from the data management platform;

and the first equipment sends second push messages carrying the transaction numbers and the target audience group classification identifications to each DSP, so that the DSP determines whether to send a bidding response message carrying the transaction numbers to an SSP (service provider) according to the target audience group classification identifications.

Preferably, the transaction number is specifically:

Preferably, the second device is specifically:

Preferably, an enhanced agent is further disposed between the data management platform and each DSP, and then the first device sends a second push message carrying the transaction number and the target audience group classification identifier to each DSP, which specifically includes:

the first equipment sends a second push message carrying the transaction number and the target audience group classification identification to the enhanced agent;

the enhanced proxy forwards the second push message to the one or more DSPs.

and after confirming one or more DSPs which are consistent with the target audience group classification identification, the enhanced proxy forwards the second push message to the one or more DSPs.

Preferably, the data management platform includes a first data management platform and a second data management platform, and the sending of the second push message carrying the transaction number and the target audience group classification identifier by the first device to the enhanced broker specifically includes:

the first equipment sends a second push message carrying the transaction number, the first target audience group classification identification and the second target audience group classification label to the enhanced agent; the first target audience group classification mark and the second target audience group classification label are respectively obtained from the first data management platform and the second data management platform;

Preferably, the data management platform includes a first data management platform and a second data management platform, and the sending of the second push message carrying the transaction number and the target audience group classification identifier by the first device specifically includes, before the sending of the second push message to the enhanced agent:

the first device sends a first target audience group classification request message carrying a user identifier to a first data management platform so as to obtain a first target audience group classification identifier corresponding to the user identifier from the data management platform;

the first equipment sends a second target audience group classification request message carrying a user identification to a second data management platform so as to obtain a second target audience group classification identification corresponding to the user identification from the data management platform;

and the first equipment analyzes the first target audience group classification identification and the second target audience group classification identification to obtain the target audience group classification identification.

In a third aspect, the present invention further provides an internet advertisement delivery method, including:

the data management platform receives a third push message sent by the first equipment, wherein the third push message carries a user identifier and a transaction number;

the data management platform establishes a mapping relation between the user identification and the transaction number;

after receiving a target audience group classification request carrying a transaction number, the data management platform searches a corresponding target audience group classification identifier through the user identifier according to the mapping relation between the user identifier and the transaction number;

and the data management platform carries the searched target audience classification identification and the transaction number in a target audience group classification response and returns the target audience group classification identification and the transaction number to the requesting party.

Preferably, when the requesting party is a DSP, before the DSP sends a target audience segment classification request to the data management platform, the method further includes:

the DSP receives a transaction request sent by an advertisement transaction platform, wherein the transaction request carries the transaction number;

the transaction number in the advertisement transaction platform is obtained from an advertisement display request sent to the advertisement transaction platform by an SSP; the transaction number in the SSP is obtained from a first push message of the first device carrying the transaction number.

Preferably, an enhanced agent is further disposed between the data management platform and each DSP, and before the enhanced agent sends a target audience group classification request carrying a transaction number, the method further includes:

the enhanced agent sends a target audience group classification request message carrying the transaction number to a data management platform;

In a fourth aspect, the present invention further provides an internet advertisement delivery apparatus for implementing the internet advertisement delivery method in the first aspect, the second aspect, or the third aspect, where the apparatus includes:

at least one processor; and a memory communicatively coupled to the at least one processor; wherein the memory stores instructions executable by the at least one processor and programmed to perform the method of internet advertisement delivery of the first, second or third aspect.

In a fifth aspect, the present invention also provides a non-transitory computer storage medium storing computer-executable instructions for execution by one or more processors for performing the method for internet advertisement delivery according to the first, second or third aspect.

The invention takes the Transaction number as a unified identifier for each message in each advertisement Transaction process, the corresponding relation between the Transaction number (Transaction ID, abbreviated as TID) and the User identifier (User ID and/or Device ID) is visible between the first equipment and the data management platform, and for DSP and SSP, the potential privacy leakage risk caused by using the User identifier in the advertisement bidding network where DSP and SSP are located is avoided only by the Transaction number and the target audience group classification identifier (obtained by the data management platform according to the User identifier analysis) returned by the data management platform corresponding to the Transaction number.

Furthermore, in a preferred implementation scheme of the present invention, a DPI function is added to the second device, or a third device with a DPI function is added, so that a validity verification process for the server domain name, the server host name, the server address and/or the user identifier of the SSP is implemented, and thus, for a fraudulent advertisement of an illegal SSP, monitoring is completed based on the server domain name, the server host name and the server address of the SSP, and identification of a false flow formed by the user-side intelligent terminal simulator is completed through white list identification of the user identifier.

Furthermore, in another preferred implementation scheme of the invention, the acquisition of the target audience group classification identification between each DSP and the data management platform is completed by arranging the enhanced agent, so that the message load pressure of the transaction platform network on the data management platform is simplified.

[ description of the drawings ]

In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the drawings required to be used in the embodiments of the present invention will be briefly described below. It is obvious that the drawings described below are only some embodiments of the invention, and that for a person skilled in the art, other drawings can be derived from them without inventive effort.

Fig. 1 is a schematic diagram of an internet advertisement delivery method in the prior art provided by the present invention;

fig. 2 is a schematic diagram of another system architecture for internet advertisement delivery according to an embodiment of the present invention;

fig. 3 is a flowchart of a method for delivering a target audience segment classification identifier to an enhanced agent to obtain the target audience segment classification identifier and then send the target audience segment classification identifier to a DSP according to an embodiment of the present invention;

fig. 4 is a schematic flowchart illustrating an advertisement request message generation process in an internet advertisement delivery method according to an embodiment of the present invention;

fig. 5 is a flowchart of a method for delivering an internet advertisement with a DPI function according to an embodiment of the present invention;

FIG. 6 is a block diagram illustrating an architecture of advertisement bidding according to the prior art;

fig. 7 is a schematic flowchart of signaling interaction among the SSP, the advertisement transaction platform, and the DSP according to an embodiment of the present invention;

fig. 8 is a schematic diagram of an architecture for forwarding a bid request message with an enhanced proxy according to an embodiment of the present invention;

fig. 9 is a flowchart of a method for acquiring a classification identifier of a target audience group by each DSP according to an embodiment of the present invention;

fig. 10 is a flowchart of another method for acquiring a classification identifier of a target audience group by each DSP according to an embodiment of the present invention;

fig. 11 is a flowchart illustrating an internet advertisement delivery method according to an embodiment of the present invention;

fig. 12 is a schematic diagram of a system architecture for internet advertisement delivery according to an embodiment of the present invention;

fig. 13 is a flowchart of a second method for sending a push message according to an embodiment of the present invention;

fig. 14 is a schematic diagram of a system architecture for internet advertisement delivery including two number management platforms according to an embodiment of the present invention;

fig. 15 is a flowchart of a second method for sending a push message with an enhanced proxy according to an embodiment of the present invention;

fig. 16 is a system architecture diagram for delivering internet advertisement obtained by target audience segment classification identification to an enhanced agent according to an embodiment of the present invention;

fig. 17 is a flowchart illustrating an internet advertisement delivery method implemented based on a data management platform according to an embodiment of the present invention;

fig. 18 is a schematic diagram of a system architecture for internet advertisement delivery based on a carrier network according to an embodiment of the present invention;

fig. 19 is a signaling diagram of an internet advertisement delivery according to an embodiment of the present invention;

fig. 20 is a signaling diagram of another internet advertisement delivery provided by an embodiment of the present invention;

fig. 21 is a signaling diagram of another internet advertisement delivery according to an embodiment of the present invention;

fig. 22 is a functional structure diagram of an enhanced gateway provided by an embodiment of the present invention;

fig. 23 is a schematic structural diagram of an internet advertisement delivery device according to an embodiment of the present invention.

[ detailed description ] embodiments

In order to make the objects, technical solutions and advantages of the present invention more apparent, the present invention is described in further detail below with reference to the accompanying drawings and embodiments. It should be understood that the specific embodiments described herein are merely illustrative of the invention and are not intended to limit the invention.

In the description of the present invention, the terms "inner", "outer", "longitudinal", "lateral", "upper", "lower", "top", "bottom", and the like indicate orientations or positional relationships based on those shown in the drawings, and are for convenience only to describe the present invention without requiring the present invention to be necessarily constructed and operated in a specific orientation, and thus should not be construed as limiting the present invention.

In addition, the technical features involved in the embodiments of the present invention described below may be combined with each other as long as they do not conflict with each other.

In the protocol of RTB standard, in the process of generating the advertisement by SSP, the advertisement is identified by an Impression ID, and after the advertisement is transmitted to an advertisement trading platform Ad exchange, the advertisement is converted into a Bid ID to track the auction of a single advertisement; meanwhile, for the advertisement generated by accessing the mobile App, the standard messages of the Impulse ID and the Bid ID both contain User ID (namely the identification code of the User, taking the data management platform as the operator side, such as the MSISDN number of the mobile phone; taking the data management platform as the third-party network company, such as the virtual account number of the corresponding platform); for the advertisement of the webpage version, the standard messages of the expression ID and the Bid ID both contain information of the Cookie ID (for example, the virtual account of the user). Therefore, in the RTB standard protocol, not only traceability difficulty and difficulty in defining correspondence relationship of the whole bidding process are increased due to the intervention of the expression ID and the Bid ID, but also the User ID or Cookie ID carried in the related message in the standard message (for simplicity and convenience of description, only the User ID is used as a representative for description in the subsequent embodiments of the present invention), which further relates to the problem of disclosure of related privacy such as personal preference and personal information of the User.

The intelligent terminal of the embodiments of the present invention may exist in various forms, including but not limited to:

(1) a mobile communication device: such devices are characterized by mobile communications capabilities and are primarily targeted at providing voice, data communications. Such terminals include smart phones (e.g., iphones), multimedia phones, functional phones, and low-end phones, among others.

(2) The ultra-mobile personal computer equipment belongs to the category of personal computers, has calculation and processing functions and generally has the characteristic of mobile internet access. Such terminals include: PDA, MID, and UMPC devices, etc., such as ipads.

(3) A portable entertainment device: such devices can display and play video content, and generally also have mobile internet access features. This type of device comprises: video players, handheld game consoles, and intelligent toys and portable car navigation devices.

(4) A server: the device for providing the computing service comprises a processor, a hard disk, a memory, a system bus and the like, and the server is similar to a general computer architecture, but has higher requirements on processing capacity, stability, reliability, safety, expandability, manageability and the like because of the need of providing high-reliability service. For example, in the embodiment of the present invention, a user may operate one or more virtual smart terminals by using a server, so that a normal user account can be logged in.

(5) Other electronic devices with advertisement display function or internet connection function. The present invention will be described in detail below with reference to specific embodiments, which illustrate how to overcome the related art problems in different application scenarios.

Example 1:

the embodiment 1 of the invention provides an internet advertisement delivery method, which is used for solving the problem that in the prior art, a User ID is carried in a standard message of an Impression ID and a Bid ID, and the User ID is also a basis for a DSP to acquire a target audience group classification identifier from a data management platform in the prior art, however, the User ID and the corresponding target audience group classification identifier carried in a message transmitted by a network relate to the leakage of User privacy. The embodiment of the present invention is a solution designed to this technical problem, and as shown in fig. 2 and 3, the method includes:

in step 201, after receiving an advertisement request carrying a user identifier, a first device generates a transaction number according to a preset manner.

In a specific implementation manner, the first device may be a newly added server device (for example, the first device may be an enhanced gateway that is independently configured), or may be a method for implementing a program corresponding to the first device, where the method is implemented by an existing network node device, where the existing network node device may be a data core network device that is configured in an existing 2G and/or 3G network architecture according to a difference in network architectures, and the method includes: a Gateway GPRS Support Node (GGSN for short); or, a public data network Gateway (PDN Gateway, abbreviated as PGW) in the evolved packet core EPC; or, the data core network device corresponding to the 5G NSA scenario includes: a control plane Gateway (CGW for short) and a Distributed Gateway (DGW for short); or, the data core network device corresponding to the 5G SA scenario includes: access and Mobility Management Function (AMF), Session Management Function (SMF), or User Plane Management Function (UPF).

In step 202, the first device sends a first push message carrying the transaction number to an SSP in the network, so that the SSP triggers an advertisement transaction platform to send a bid request message to each DSP according to the transaction number.

For the advertisement trading platform, the triggering mode of sending the bid request message to each DSP by triggering generally means that the advertisement trading platform receives an advertisement presentation request carrying the trading number sent by the SSP. The advertisement display request can be obtained by customizing the existing RTB standard as a template, and the customizing operation is to carry the transaction number provided by the embodiment of the invention in the corresponding advertisement display request.

Specifically, the customization may also include shallow customization and deep customization, where the shallow customization is to not modify the existing RTB protocol too much, that is, to keep the im compression ID carried in the existing advertisement presentation request and play a role in the im compression ID in the message; and in the deep customization, the Impression ID is directly deleted, and the original function of the Impression ID is replaced by the transaction number. The transaction number has one-time and unique characteristics, and the transaction number has the functional characteristics required to be possessed by the Imsion ID, so that the two customization modes can be applied to the embodiment of the invention.

In step 203, the first device sends a third push message carrying the user identifier and the transaction number to the data management platform, so that the data management platform determines the target audience group classification identifier corresponding to the user identifier.

The third push message also carries a transaction number, so that the data management platform can obtain a target audience group classification identifier based on data associated with the user identifier according to the pre-stored corresponding relationship between the transaction number and the user identifier when receiving a target audience group classification request message from the DSP in the subsequent step process.

In step 204, after acquiring the transaction number and the target audience group classification identifier from the data management platform, each DSP determines whether to send a bidding response carrying the transaction number to the SSP according to the target audience group classification identifier.

Wherein, step 202 and step 203 may be executed synchronously in the first device in general. Besides, step 203 may be executed first, and then step 202 may be executed; the execution sequence of the above steps is within the protection scope of the present invention.

In the embodiment of the invention, the transaction number is used as a unified identifier for each message in each advertisement transaction process, the corresponding relation between the transaction number and the user identifier is visible between the first equipment and the data management platform, and for the DSP and the SSP, the transaction number is only used, and the data management platform returns the target audience group classification identifier (obtained by the data management platform according to the user identifier) corresponding to the transaction number, so that the potential privacy leakage risk caused by the user identifier in the advertisement bidding network where the DSP and the SSP are located is avoided.

Compared with the prior art (namely the prior RTB standard), the scheme of the embodiment needs less modification on the DSP side, that is, after the hiding effect of the user identifier in the network transmission is achieved, the compatibility with the prior art scheme is improved as much as possible.

In the embodiment of the invention, the transaction number is used as an effective object for the DSP in the bidding transaction network to identify the second push message carrying the target audience group classification identifier and the first push message received by the SSP, and at the moment, the transaction number can replace the action of the Impression ID and the Bid ID in the existing RTB protocol, so that the complexity of the message field in the process of bidding for the advertisement is further simplified, and the problem of possibility of false advertisement caused by the process of automatically generating the Impression ID by the SSP in the prior art is solved. On the other hand, in consideration of compatibility with the existing RTB protocol, in the implementation process of the embodiment of the present invention, the expression ID and the Bit ID may also be carried in the relevant message field, and the relevant processing on the expression ID and the Bit ID fields in the prior art may also be extended, at this time, the transaction number may only play a role of hiding the user identifier, and the problem of a potential privacy disclosure risk in the prior art is overcome.

As can be seen from step 202 of the embodiment of the present invention, when the first device interacts with the SSP in the ad exchange network, the first device hides the user identifier from the message (as compared with the prior art, it may also be understood that the user identifier is deleted from the message field), and specifically, deletes the content in the field for storing the user identifier in the standard protocol message format; the transaction number can also be directly assigned in a field of a user identifier specified in a corresponding existing protocol to replace the original user identifier. In addition, in order to ensure that the target audience group classification identifier can be normally acquired, the first device and the data management platform interact with each other through related messages carrying the user identifier, in each embodiment of the present invention, the first device may be considered to be divided into networks (for example, the same local area network, a service network, and the like) where the data management platform is located, and therefore, the user identifier may be considered to be transmitted in a secure intranet at this time, which does not involve the potential privacy leakage risk problem in the prior art.

In combination with embodiment 1 of the present invention, at least the following optional implementation manners are also provided for the transaction number: firstly, generating a one-time transaction number according to a preset random algorithm, for example: the conventional random algorithm principle can be applied; and secondly, converting the related content including the user identifier into the transaction number according to a preset Hash algorithm, wherein the related content including the user identifier also can include bidding time, bidding position and the like, and the Hash algorithm can be realized by taking the existing algorithm as a reference, which is not described herein. The life cycle of the transaction number starts after receiving the advertisement request (specifically, the first device receives the advertisement request), and ends after completing the bidding process, in fact, for the first device, after the transaction number generated by the first device completes the execution of the corresponding message for the DSP, SSP, and DMP, the resource occupied by the corresponding transaction number can be released, thereby further improving the utilization rate of the memory resource in the first device.

Based on the method proposed by the embodiment of the present invention, for the generation process of the advertisement request, several feasible implementation schemes are further provided, specifically, if an advertisement slot is preset on a designated website and/or a designated App, then before step 201, as shown in fig. 4, the method further includes:

in step 301, when the user accesses the specified website or uses the App through the smart terminal, a preset advertisement slot is triggered, and the smart terminal sends the first advertisement request message.

The generation mode of the first advertisement request message is usually that the APP or the specified website generates a corresponding first advertisement request message through an intelligent terminal at a user side when a preset advertisement slot is triggered.

The preset advertisement space is triggered, which may be triggered when an intelligent terminal interface of a user refreshes a page carrying the preset advertisement space, or triggered when the APP is opened, or periodically triggered in a designated location area of the APP, or the like, and no special limitation is made herein.

In step 302, the first advertisement request is obtained by a second device, and the second device converts the first advertisement request into a destination address or a next hop routing address to redirect the first advertisement request to an advertisement request message of the first device, and sends the advertisement request message to the first device.

In this embodiment of the present invention, the second device may be a hardware device that appears as the same as the first device, or may appear as two independent hardware devices, and therefore, in this embodiment of the present invention, the second device may also be the gateway support node GGSN, the public data network gateway PGW, the control plane gateway CGW, the distributed gateway DGW, the access and mobility management function AMF, the session management function SMF, or the user plane management function UPF.

In the embodiment of the present invention, a deep inspection DPI function of a design packet is also generally given in the second device, and after the second device obtains the first advertisement request, as shown in fig. 5, the method further includes:

in step 401, the server domain name, the server host name, the server address and/or the user identifier of the SSP, which are carried in the first advertisement request, are read, and the validity of the SSP and/or the user is verified.

One of the optional ways is that a white list is stored in the second device, and may be used to analyze the legitimacy of the server domain name, the server host name, the server address, and/or the user identifier of the SSP; the second alternative is that the white list is set in a server in the network and provides the access right to the second device.

In step 402, if the verification result is legal, the first advertisement request is converted into a destination address or a next hop routing address to be redirected to an advertisement request message of the first device, and the advertisement request message is sent to the first device. Correspondingly, if the verification result is illegal, the second device or the third device discards the first advertisement request or sends the first advertisement request to the SSP (at this time, the SSP completes the subsequent judgment of the illegal first advertisement request).

In this embodiment of the present invention, the DPI function may be completed based on an independent third device having the DPI function, in addition to the second device, so that after the second device obtains the first advertisement request, the method may further include steps 401 '-403', which specifically include:

in step 401', the second device forwards the first advertisement request to the third device.

In step 402', the third device reads the server domain name, the server host name, the server address, and/or the user identifier of the SSP, which are/is carried in the first advertisement request, and verifies the validity of the SSP and/or the user.

One of the optional ways is that a white list is stored in the third device, and may be used to analyze the legitimacy of the server domain name, the server host name, the server address, and/or the user identifier of the SSP; the second alternative is that the white list is set in a server in the network and provides the access right to the third device.

In step 403', if the verification result is valid, the second device or the third device converts the first advertisement request into a destination address or a next hop routing address to redirect to an advertisement request message of the first device, and sends the advertisement request message to the first device.

If the process in step 403 'is completed by the second device, the corresponding third device is used as a DPI plug-in device, that is, the third device obtains the DPI verification request, and returns the verified result to the second device, so that the second device executes the content in step 403' according to the verified result. If the process in step 403 'is completed by the third device, the corresponding third device exists as a DPI serial device, that is, the third device acquires the DPI verification request, and after the verification is completed, the content in step 403' is directly executed according to the verification result.

Correspondingly, in the embodiment of the present invention, several possible implementation combinations of the second device and the third device are also given, for example: the second device is specifically a gateway support Node GGSN, a Packet Data Serving Node PDSN (abbreviated as PDSN), or a public Data network gateway PGW; the corresponding third device is specifically an integrated Service Gateway SCG (Service Control Gateway, abbreviated as SCG) or a unified intelligent controller UIC. The third device for independently configuring the DPI function is proposed, generally because the second device has less processing capability to drive the DPI function as a main body, and the corresponding second device is already an objective device in a mature network architecture, and steps 401 '-403' propose an implementation manner based on the white list filtering mechanism proposed by the embodiment of the present invention in corresponding cases.

In the embodiment of the present invention, besides the generation of the advertisement request message in the above-mentioned step 301 and step 302, an alternative scheme for generating the advertisement request is provided. In this alternative, a user logs in to a specified website and/or a specified APP through a virtual account, and an advertisement slot is preset on the specified website and/or the specified APP, and in the alternative, a generation process of the advertisement request specifically includes:

The difference from step 301-.

Fig. 6 is a diagram of a process relationship implemented between several main execution entities without involving the first device and the related method process proposed by the embodiment of the present invention in the prior art; the first advertisement message request generated by the intelligent terminal is directly sent to the SSP, at this time, the first advertisement message carries the user identifier and the information related to the advertisement position (for example, the advertisement type, the advertisement size, the advertisement duration, and the like), so that the corresponding SSP determines the attribute of the corresponding advertisement, and informs the advertisement transaction platform through the advertisement presentation request carrying the expression ID (the advertisement presentation request carrying the expression ID is specified in the existing TRB standard, and in the same preferred implementation scheme of the present invention, the effective identifier of the advertisement presentation request can be completed by replacing the expression ID with the transaction number), and the advertisement transaction platform sends the advertisement request to each DSP, and the advertisement request carries the user identifier. When each DSP in the network acquires the advertisement request message, the DSP will inquire the data management platform about the target audience group classification corresponding to the user identification, so as to determine the bidding content carried in the advertisement response message returned to the advertisement trading platform.

In step 202 of the embodiment of the present invention, the SSP involved triggers the process of the advertisement trading platform sending the bid request message to each DSP according to the trade number, and also provides implementation details, as shown in fig. 7, including:

in step 2021, the SSP carries the transaction number in an advertisement display request and sends the advertisement display request to the advertisement transaction platform.

The advertisement display request also comprises one or more items of an advertisement space ID, the screen number of the advertisement space, a bidding base price, price reduction currency and creative information. The sending intention of the advertisement showing request is to enable the advertisement trading platform to forward corresponding information to each DSP, so that the corresponding DSP can determine a final bidding price according to the obtained target audience group classification identification.

In step 2022, the ad trafficking platform carries the traffic number in a bid request message to the DSPs associated with the ad trafficking platform.

In the embodiment of the present invention, the manner of sending the bid request message by the advertisement trading platform may be that, as in the prior art, the bid request message is directly sent by the advertisement trading platform to each DSP in the bid trading network, and a corresponding signaling association structure diagram is shown in fig. 2. In addition, in the embodiment of the present invention, under the condition that the enhanced agent is introduced, the process of directly issuing the bid request message to each DSP by the advertisement trading platform in the prior art may be completed by first sending the bid request message to the enhanced agent and then issuing the bid request message to each DSP by the enhanced agent, as shown in fig. 8, the signaling association structure diagrams thereof are shown by way of example in this way, and the enhanced agent serves as the way of forwarding the bid request message. In a specific implementation process, if it is set that the enhanced agent needs to complete the forwarding of the bid request message of the advertisement trading platform, the bid response from each DSP is also forwarded to the advertisement trading platform by the enhanced agent. However, in many implementation manners of the embodiment of the present invention, an implementation manner in which the enhancement agent directly replies bid responses to the advertisement trading platform for forwarding bid requests sent to each DSP by the advertisement trading platform is not excluded, and an implementation manner in which the advertisement trading platform directly sends bid requests to each DSP and the enhancement agent correspondingly replies bid responses to the advertisement trading platform for forwarding each DSP is also not excluded. The above-mentioned various possible implementations are all within the scope of the common inventive concept.

Further, in the embodiment of the present invention, when there is an enhanced proxy in the network architecture, the manner for obtaining the target audience group classification identifier for each DSP includes at least the following two manners (the manner is applicable to the above various feasible bid request message and bid response message forwarding manners):

the first method is as follows:

as shown in fig. 9, includes:

in step 2041, the first device sends a second push message carrying the transaction number to the enhanced proxy

The introduced enhanced agent not only can become a front-edge screener of each DSP, but also can identify a target audience which is not concerned with the enhanced agent in advance, so that unnecessary network bandwidth occupation caused by bidding request messages and bidding response messages in a network can be simplified; moreover, the introduced enhanced agent can also simplify the message processing load of the data management platform in the prior art, namely, the original process that each DSP independently performs target audience group classification query on the data management platform is forwarded to be processed by the enhanced agent in a centralized manner, and the occupation of network bandwidth can be saved.

In step 2042, the enhanced broker sends a target audience segment classification request message carrying the transaction number to a data management platform.

In the embodiment of the invention, the target audience group classification identification is acquired from the data management platform by directly handing the enhanced agent.

In step 2043, after receiving the target audience group classification request carrying the transaction number, the data management platform determines a target audience group classification identifier corresponding to the user identifier according to the mapping relationship between the user identifier and the transaction number; and carrying the target audience group classification identification in a target audience group classification response message and returning the target audience group classification identification to the enhanced proxy.

The reason why the third push message sent by the first device to the data management platform in step 203 carries the user identifier and the transaction number is also confirmed through the content of step 2043, so that the data management platform can establish a mapping relationship between the user identifier and the transaction number and an association relationship between the user identifier and the target audience group classification identifier in advance. The association relationship between the user identifier and the target audience group classification identifier may be generated when the target audience group classification request is received, may be generated when the third message is received, or may be generated in advance at an earlier time, which is not particularly limited herein.

In step 2044, after acquiring the target audience group classification identifier returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identifier and the transaction number to the one or more DSPs.

The second method comprises the following steps:

as shown in fig. 10, includes:

in step 2041', the first device sends a second push message carrying the transaction number to the enhanced proxy.

In step 2042', the enhanced broker sends a target audience segment classification request message carrying the transaction number to a data management platform.

In step 2043', after receiving the target audience group classification request carrying the transaction number, the data management platform determines a target audience group classification identifier corresponding to the user identifier according to a mapping relationship between the user identifier and the transaction number; and carrying the target audience group classification identification in a target audience group classification response message and returning the target audience group classification identification to the enhanced proxy.

In step 2044', after acquiring the target audience group classification identifier returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identifier and the transaction number to one or more DSPs after confirming one or more DSPs that are consistent with the target audience group classification identifier.

Compared with the first method, the second method increases the calculation load of the enhanced proxy, but has a certain improvement on the signaling transmission load in the whole network. However, in contrast, the response speed of the processing is better than that of the second way, because the enhanced proxy in step 2044' in the second way confirms the execution speed of one or more DSPs that match the target audience group classification identifier, which actually becomes a bottleneck in response efficiency (as soon as the number of DSPs for which the enhanced proxy is responsible increases, the speed bottleneck problem becomes more obvious), and because the enhanced proxy sends the target audience group classification identifier to the DSPs for which the enhanced proxy is responsible in a transparent way, the bottleneck problem in response speed in the second way does not exist.

Example 2:

embodiment 2 of the present invention provides an internet advertisement delivery method, which is used to solve a problem that in the prior art, a standard message of an impermissition ID and a Bid ID carries a User ID, where the User ID is also a basis for a DSP to obtain a target audience group classification identifier from a data management platform in the prior art, however, a message transmitted through a network carries the User ID and a corresponding target audience group classification identifier, which may involve leakage of User privacy. The embodiment of the invention is a solution designed for the technical problem. Compared with embodiment 1, in this embodiment, the task of obtaining the target audience group classification identifier from the data management platform is performed by the first device, and as shown in fig. 11, the method includes:

in step 501, after receiving an advertisement request message carrying a user identifier, a first device generates a transaction number according to a preset manner.

In a specific implementation manner, the first device may be a newly added server device (for example, the first device may be an enhanced gateway that is set independently), and may also be a program implementation method corresponding to the first device, where the method is implemented by an existing network node device, where the existing network node device may set a data core network device corresponding to an existing 2G and/or 3G network architecture according to a difference of the network architectures, and includes: GGSN; or, PGW in evolved packet core EPC; or, the data core network device corresponding to the 5G NSA scenario includes: CGW and DGW; or, the data core network device corresponding to the 5G SA scenario includes: AMF, SMF or UPF.

In step 502, the first device sends a target audience group classification request message carrying a user identifier to a data management platform, so as to obtain a target audience group classification identifier corresponding to the user identifier from the data management platform.

In the embodiment of the present invention, the obtaining of the target audience group classification identifier corresponding to the user identifier from the data management platform may be represented as directly requesting and obtaining from the corresponding data management platform; it may also be shown that the target audience group classification identifier is requested and obtained from the enhanced main control unit (for this, as will be described in embodiment 4), in this case, the enhanced main control unit may be understood to be specially designed for some conventional data management platforms, and is configured to analyze a corresponding relationship between each user identifier and the target audience group classification identifier according to data stored in the corresponding data management platform, and store the corresponding relationship in the data management platform or locally so as to supply other devices or units in the network to obtain the target audience group classification request message.

In step 503, the first device sends a first push message carrying the transaction number to an SSP in the network, so that the SSP triggers an advertisement transaction platform to send a bid request message to each DSP according to the transaction number.

Wherein step 502 and step 503 are normally performed synchronously in the first device. Besides, step 503 may be executed first, and then step 502 may be executed; the execution sequence of the above steps is within the protection scope of the present invention.

In step 504, the first device sends a second push message carrying the transaction number and the target audience group classification identifier to each DSP, so that the DSP determines whether to send a bidding response message carrying the transaction number to an SSP according to the target audience group classification identifier.

As can be seen from step 503 and step 504 of the embodiment of the present invention, when the first device interacts with the SSP and the DSP in the advertisement trading network, the user identifier is hidden from the message (it can also be understood that the user identifier is deleted from the message field in comparison with the prior art), specifically, the content in the field for storing the user identifier is deleted in the standard protocol message format; the transaction number can also be directly assigned in a field of a user identifier specified in a corresponding existing protocol to replace the original user identifier. In addition, in order to ensure that the target audience group classification identifier can be normally acquired, the first device and the data management platform interact with each other through related messages carrying the user identifier, in each embodiment of the present invention, the first device may be considered to be divided into networks (for example, the same local area network, a service network, and the like) where the data management platform is located, and therefore, the user identifier may be considered to be transmitted in a secure intranet at this time, which does not involve the potential privacy leakage risk problem in the prior art.

As can be seen from the above conventional bidding process, for the DSPs or the advertisement trading platform, since the advertisement trading platform needs to send the advertisement request message with each DSP, the end result may be that only a few individual DSPs are interested in classifying the target audience group to which the user belongs, which may cause the network bandwidth to be occupied by most of the invalid advertisement request messages. In this regard, based on the embodiment of the present invention, an optional improvement is also provided, in which the interaction between each DSP and the data management platform and the advertisement trading platform is accomplished via an enhanced agent. As shown in fig. 12, if an enhanced agent is further disposed between the data management platform and each DSP, the first device in step 504 in embodiment 2 sends a second push message carrying the transaction number and the target audience group classification identifier to each DSP, which specifically includes, as shown in fig. 13:

in step 5041, the first device sends a second push message carrying the transaction number and a target audience segment classification identifier to the booster agent.

In step 5042, the enhanced proxy forwards the second push message to the one or more DSPs after confirming one or more DSPs that are consistent with the target audience group classification identification.

Compared with the prior art, the signaling interaction process (namely various advertisement request messages, advertisement response messages, target audience group classification request messages and the like) in the existing network environment is simplified by introducing the enhanced proxy and the

corresponding steps

5041 and 5042, and the response efficiency of the whole bidding process can be improved comprehensively. In an optional specific implementation manner, in addition to the manner of "forwarding the second push message to the one or more DSPs after confirming the one or more DSPs that are consistent with the target audience group classification identifier" in step 5042, the embodiment of the present invention may also be implemented in a manner that an enhanced proxy directly passes through the second push message to a downstream DSP; the two approaches are superior and inferior, the former step 5042 has higher requirements for enhancing the processing capability of the agent, but can simplify the signaling in the bidding trading network; while the latter is relatively less processing pressure on the enhancement agent and the signaling in the bid trading network is relatively more burdensome than the former.

With reference to the embodiment of the present invention, there is also an optional implementation manner, where the data management platform includes a first data management platform and a second data management platform (as shown in fig. 14), and before sending the second push message carrying the transaction number and the target audience group classification identifier to the enhanced broker, as shown in fig. 15, the implementation manner specifically includes:

in step 5039, the first device sends a second push message carrying the transaction number, the first target audience segment identifier, and the second target audience segment identifier to the booster agent.

The first target audience group classification mark and the second target audience group classification label are respectively obtained from the first data management platform and the second data management platform.

In step 5040, the augmented agent analyzes the first target audience segment class identifier and the second target audience segment class identifier to obtain the target audience segment class identifier.

If the first target audience group classification identification is the same as the second target audience group classification identification, one of the first target audience group classification identification and the second target audience group classification identification can be used as the target audience group splitting identification; and if the first target audience group classification identifier and the second target audience group classification identifier are different, the combination of the first target audience group classification identifier and the second target audience group classification identifier can be taken as the target audience group classification identifier.

In addition, for the first target audience group classification identifier and the second target audience group classification identifier being subordinate and involved, one of them with a wide range may be used as the target audience group classification identifier, and the other may be used as an auxiliary judgment, for example: if both match, the bidding strategy of the corresponding DSP selects a high bid, and if only the upper target audience group classification is matched, the bidding strategy of the corresponding DSP selects a medium or low bid. It should be emphasized that the above-mentioned architecture implementation manner including the first data management platform and the second data management platform is also applicable to the internet advertisement delivery method in embodiment 1, and further includes a complex implementation environment of the third data management platform and the nth data management platform, and the above-mentioned method that has been disclosed may also be used to achieve the acquisition of the target audience group classification identifier, which is not described herein again.

In the embodiment of the present invention, the transaction number is carried in the first push message, the second push message, the bid request message, and the bid response message, and a specific location in each message may be an extension field reserved in an existing standard, or may be a location originally used for storing the user identifier. For different storage locations, it will be obvious to those skilled in the art that program codes for reading transaction numbers at corresponding storage locations can be set on different execution bodies depending on the method and process described in embodiment 2 of the present invention, and will not be described in detail herein.

As can be seen from the foregoing steps 5039-5040, the analysis processes of the first target audience group classification identifier and the second target audience group classification identifier are completed by the enhanced proxy, in an alternative implementation, the corresponding analysis processes may also be completed by the first device, and for the enhanced proxy, the target audience group classification identifier obtained by the analysis and arrangement of the first device may be directly obtained. A simple equivalent implementation of steps 5039-5040 as described above.

In the embodiment of the present invention, the manner of sending the bid request message by the advertisement trading platform may be that, as in the prior art, the bid request message is directly sent by the advertisement trading platform to each DSP in the bid trading network, and a corresponding signaling association structure diagram is shown in fig. 12. In addition, in the embodiment of the present invention, under the condition that the enhanced agent is introduced, the process of directly issuing the bid request message to each DSP by the advertisement trading platform in the prior art may be completed by first sending the bid request message to the enhanced agent and then issuing the bid request message to each DSP by the enhanced agent, as shown in fig. 16, the signaling association structure diagrams thereof are shown by way of example in this way, and the enhanced agent serves as the way of forwarding the bid request message. In a specific implementation process, if it is set that the enhanced agent needs to complete the forwarding of the bid request message of the advertisement trading platform, the bid response from each DSP is also forwarded to the advertisement trading platform by the enhanced agent. However, in many implementation manners of the embodiment of the present invention, an implementation manner in which the enhancement agent directly replies bid responses to the advertisement trading platform for forwarding bid requests sent to each DSP by the advertisement trading platform is not excluded, and an implementation manner in which the advertisement trading platform directly sends bid requests to each DSP and the enhancement agent correspondingly replies bid responses to the advertisement trading platform for forwarding each DSP is also not excluded. The above-mentioned various possible implementations are all within the scope of the common inventive concept.

Except for the above differences, the embodiment of the present invention may also be applied to the implementation manners of the detailed expansion in embodiment 1, for example, the steps 301-302, 401-402, and 401 '-403' in embodiment 1, and the related contents not related to the enhancement agent, such as the steps 2021-2022, may be applied to the embodiment of the present invention, and are not described herein again. The invention will further specifically explain the implementation process of the embodiment of the invention in a specific application scenario through embodiment 7.

Example 3:

after the internet advertisement delivery method of embodiment 1 and the internet advertisement delivery method that can be implemented alternatively in embodiment 2 as compared with embodiment 1 are proposed, the embodiment of the present invention will further provide how to support and implement the internet advertisement delivery method process of embodiment 1 on the data management platform side with respect to embodiment 1, as shown in fig. 17, specifically including:

in step 601, the data management platform receives a third push message sent by the first device, where the third push message carries the user identifier and the transaction number.

In the

above embodiments

1 and 2, supplementary descriptions and explanations have been already made on the first device and the data management platform, and are not repeated here. However, the third push message is described herein because, compared to the embodiment 2 in which the first device sends the target audience group classification request message carrying the user identifier to the data management platform, the purpose of the third push message is to acquire the target audience group classification identifier returned by the data management platform, in the embodiment of the present invention, the third push message further tells the data management platform to prepare, and then other hosts will send the target audience group classification request message like you.

It can also be seen that the manner implemented in

embodiments

1 and 3 provides a mechanism for parallel processing of the first device and the data management platform, and the mechanism may particularly show superiority in processing efficiency in application scenarios where the data management platform needs to temporarily analyze the target audience segment classification identifier.

In step 602, the data management platform establishes a mapping relationship between the user identifier and the transaction number.

In the embodiment 1, it has been described that the mapping relationship between the user identifier and the target audience group classification identifier may be established in advance, or may be established after real-time analysis; the user identifier and the transaction number in step 602 must be established in real time, because in the embodiment of the present invention, the transaction number is once-used, and therefore, each time the data management platform receives a third push message once, a new one-time transaction number and a new user identifier are carried in the third push message, which is used for the data management platform to establish a mapping relationship between the two, so as to prepare in advance for step 603.

In step 603, after receiving the target audience group classification request carrying the transaction number, the data management platform searches for a corresponding target audience group classification identifier through the user identifier according to the mapping relationship between the user identifier and the transaction number.

Optionally, each time the data management platform completes the operation in step 603, the mapping relationship between the user identifier and the corresponding transaction number may be released, and the mapping relationship between the user identifier and the target audience group classification identifier may be continuously maintained, and released or updated after a preset effective time is exceeded, because the personal data of the user is updated in real time, especially for some advertisements that are very concerned to be operated by the user in a short time, the corresponding effective time is set to be shorter, even if the target audience group classification identifier is directly analyzed in real time each time a third push message is received to establish the mapping relationship, the most relevant example is: after the user just browses the commodities in the Taobao, when the user switches to other web page interfaces, advertisements related to the commodities in the Taobao just browsed by the user are put on the corresponding web page interfaces. For this example case, the data management platform needs to analyze the target audience segment identifications in real time for the received third push message.

In step 604, the data management platform carries the searched target audience classification identifier and the transaction number in a target audience group classification response and returns the target audience group classification identifier and the transaction number to the requesting party.

The requesting party may be each DSP or an enhanced agent, and specifically, which of the two is specifically described in the following extension scheme of the embodiment of the present invention.

The embodiment of the invention explains the realization of the internet advertisement putting method corresponding to the embodiment 1 from the data management platform side, the transaction number is used as a unified identifier for each message in each advertisement transaction process, the corresponding relation between the transaction number and the user identifier is visible between the first equipment and the data management platform, and for DSP and SSP, the target audience group classification identifier returned to the DSP or the enhanced agency by the transaction number and the data management platform corresponding to the transaction number avoids the potential privacy leakage risk caused by using the user identifier in the advertisement bidding network where the DSP and the SSP are positioned.

Aiming at different implementation situations of the requesting party, the following scheme is described in an expanded way:

in the first mode, when the requesting party is a DSP, the data management platform receives a target audience group classification request carrying a transaction number, and the specific implementation is as follows:

the DSP receives a transaction request sent by an advertisement transaction platform, wherein the transaction request carries the transaction number; the transaction number in the advertisement transaction platform is obtained from an advertisement display request sent to the advertisement transaction platform by an SSP; the transaction number in the SSP is obtained from a first push message of the first device carrying the transaction number. And the DSP sends a target audience group classification request carrying the transaction number to the data management platform. And the DSP receives a target audience group classification response message returned by the data management platform.

For the advertisement transaction platform, the advertisement presentation request may be obtained by performing a customization operation using the existing RTB standard as a template, where the customization operation is to carry the transaction number provided by the embodiment of the present invention in the corresponding advertisement presentation request.

In a second mode, when the agent is enhanced by the requester, the data management is that the platform receives a target audience group classification request carrying a transaction number, and the specific implementation is as follows:

the method comprises the steps that an enhanced agent receives a bidding request of an advertisement trading platform, wherein the bidding request carries a trading number; the enhanced agent sends a target audience group classification request message carrying the transaction number to a data management platform; and after acquiring the target audience group classification identification returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identification and the transaction number to the one or more DSPs.

In the second mode, the enhanced agent plays the role of an agent corresponding to each DSP in the first mode, namely, each DSP is originally required to receive a bid request from the advertisement trading platform in the first mode, or each DSP needs to personally request the data management platform for obtaining the target audience group classification identifier, and the enhanced agent is handed to the second mode for completion. Compared with the first mode, the second mode can process batch messages of the same type more intensively, and reduces the signaling processing load capacity of the data management platform and the advertisement trading platform.

In a third mode, when the enhanced agent is requested to be oriented, before the enhanced agent sends a target audience group classification request carrying a transaction number, the method further includes:

the first equipment sends a second push message carrying the transaction number to the enhanced proxy; the enhanced agent sends a target audience group classification request message carrying the transaction number to a data management platform; and after acquiring the target audience group classification identification returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identification and the transaction number to the one or more DSPs.

Compared with the second method, the third method is also applied with the enhanced proxy, but the enhanced proxy in the third method emphasizes the process of completing the acquisition of the target audience group classification identification in the data management platform by each DSP, and adjusts the triggering method of the process to be completed by the bidding request based on the advertisement trading platform in the second method to be completed by the second push message based on the first device. In the embodiment of the present invention, the first device can acquire the advertisement request message earlier than the advertisement trading platform, so that, in the third mode, compared with the second mode, more sufficient time can be reserved for the data management platform, and the subsequent step 202 is completed. In addition, it is applicable to the third embodiment of the present invention if the bid request of the corresponding advertisement trading platform in the second embodiment is delivered to the enhanced agent, or the advertisement trading platform directly sends the corresponding bid request to each DSP.

In a fourth mode, when the enhanced agent is requested to be oriented, before the enhanced agent sends a target audience group classification request carrying a transaction number, the method further includes:

the first equipment sends a second push message carrying the transaction number to the enhanced proxy; the enhanced agent sends a target audience group classification request message carrying the transaction number to a data management platform; after acquiring the target audience group classification identification returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identification and the transaction number to one or more DSPs after confirming one or more DSPs conforming to the target audience group classification identification.

Compared with the third method, the fourth method further strengthens the matching relationship between the target audience group classification identifications and the DSPs, so that although the processing complexity of the enhanced agents is improved, the fourth method greatly contributes to the optimization of the transmission signaling in the whole bidding trading network.

In this embodiment of the present invention, for specific implementation manners of an available network architecture and nodes (e.g., the first device, the second device, the third device, the DPI function, and the like), reference may be made to the description in embodiment 1 and embodiment 2, which is not described herein again.

Example 4:

after the internet advertisement delivery method provided in embodiment 2 of the present invention, the embodiment of the present invention further includes that the data Management platform is specifically an operator side, and at this time, the data Management platform is specifically represented by a Customer Relationship Management platform (CRM) and an enhanced master control unit (EC), which are both of an operator, and this is to consider that, for a conventional CRM of the operator side, an enhanced master control unit having a function of describing relevant signaling interaction in each embodiment of the present invention needs to be configured to implement the functional content of the corresponding data Management platform in each embodiment, or to directly consider that the enhanced master control unit is a data Management platform in each embodiment of the present invention, but needs to be supported by a conventional similar Customer Relationship Management platform. In addition, the corresponding first device is represented as an enhanced gateway, the second device is represented as a GGSN, and the enhanced proxy is represented as a specific implementation process under an optional combination scheme of Eentification Agent. As shown in fig. 18, includes:

the method comprises the steps that a content publisher presets an advertisement space on a designated website or a designated App, when a user accesses the corresponding website or uses the corresponding App through an intelligent terminal, the advertisement space preset by the content publisher is triggered, an Ad Request (corresponding to a first advertisement Request message in embodiment 1) is generated to an SSP designated by the content publisher by the intelligent terminal of the user, and the destination address of the Ad Request is a server of the designated SSP. In the prior art, the Ad Request is sent from a mobile terminal of a user, and is transmitted to a server of an SSP specified by a content publisher through a network of a network operator, but in the embodiment of the present invention, when the Ad Request reaches a GGSN node position shown in fig. 18, the Ad Request is sent by the GGSN after being redirected to the enhanced gateway by modifying a next hop routing address in the Ad Request. In this embodiment, the enhanced gateway can be redirected to the enhanced gateway by modifying the next-hop routing address in the Ad Request, and it is determined that the enhanced gateway is set on the next routing node of the GGSN in the network architecture. Otherwise, the method of correspondingly modifying the destination address in the Ad Request in embodiment 1 is intelligently adopted.

In the embodiment of the invention, a DPI function (for the purposes of network monitoring and fraud advertisement prevention) is arranged at the GGSN exit of a mobile network operator, and the server address of SSP in Ad Request is identified in the DPI function in a white list mode.

The enhanced gateway processes the forwarded IP message corresponding to the Ad Request, and adds a last one-time transaction number through the random number generator. And sending the IP messages back to the Internet, wherein a routing network in the Internet continuously transmits the IP messages to the SSP server appointed by the content publisher according to the destination address of the server corresponding to the SSP carried in the Ad Request.

Meanwhile, the enhanced gateway pushes the information (including the User ID as the User identifier) included in the Ad requests and the added one-time transaction number to an enhanced main control unit docked with a CRM or BOSS User information base inside the operator, and the DVCC looks up in the CRM or BOSS User information base inside the operator associated with the DVCC based on the User ID (at this time, the related information belongs to the network environment inside the operator and does not involve leakage of User privacy information), and checks whether the transaction meets the following two criteria:

(1) from real users that are active in the operator network;

(2) whether the User belongs to a target Audience Group (audio Group) defined in advance for a specific DSP, the audio Group is requested by the DSP to the operator in advance through an entity Agent (i.e., the embodiment of the enhancement Agent in embodiment 2) to be customized (as shown in the process indicated by the dashed line of the entity Agent pointing to the enhancement master control unit in fig. 18), and the EC on the operator side assigns an audio ID (corresponding to the target Audience Group classification number in each embodiment) to each defined audio Group (i.e., the target Audience Group) in advance, so that after the EC identifies, the EC returns the audio ID matching the User ID to the enhancement Gateway entity Gateway. Wherein the EC feeds back to the enhanced gateway information for each transaction, including whether the advertisement is from an online and active real user, and whether it is within a pre-defined target Audience population for a certain DSP, which information can be accomplished by appending the audion ID to a one-time transaction number. In a preferred implementation, the audion ID is uniformly set for each DSP, and in this case, the audion ID obtained through the EC analysis is applied to each DSP in the entire trading network.

In the embodiment of the invention, after receiving the result returned from the EC, the enhanced gateway actively pushes the information to the entity agents outside the operator network, and the entity agents are butted with the platform of the DSP, so that the DSP can know whether the advertisement is from the real user on the network and belongs to the target client group of the DSP, and the DSP determines whether to carry out advertisement putting according to the information.

Compared with embodiment 2, in embodiment 4, an enhanced main control unit is further added for the data management platform CRM of the operator, and a corresponding relationship between the user identifier and the target audience group classification identifier can be configured for each DSP in advance, so that more accurate bidding information is provided for each DSP through the enhanced agent, the processing complexity of each DSP is saved, and the message bearing pressure in the transaction platform network is reduced.

After the scheme of the main body of the invention describes the Internet advertisement putting method based on the operator, a false advertisement request generated by a server by using an SSP and transmitted to an advertisement trading platform and a DSP for auction is taken as an example, and how to solve the corresponding false advertisement problem based on the embodiment of the invention is explained.

In the prior art, according to the existing RTB protocol, after receiving the Request, the advertisement trading platform generates a corresponding Bid Request (i.e., the Bid Request message in embodiment 2) for each DSP to Bid; therefore, an effective prevention mechanism is absent in the existing RTB protocol, and in the embodiment of the present invention, the false advertisement can be effectively suppressed through the following implementation process.

In the embodiment of the invention, after receiving the Bid Request, the DSP compares the transaction number of the side of the advertisement transaction platform with the transaction number of the side of the advertisement transaction platform, and finds that the Bid Request does not contain an effective transaction number and does not have an effective target Audience group classification identifier (audion ID), and at the moment, the DSP can judge that the Bid Request is invalid and does not Bid.

Example 5:

the embodiment of the invention combines the signaling diagram shown in fig. 19 to explain the specific implementation process of the internet advertisement delivery method provided by the invention based on a third-party database management platform. In the scenario described in the embodiment of the present invention, the enhanced proxy (also described as entity Agent in embodiment 4) described in embodiment 2 is not introduced, so that the embodiment of the present invention has relatively less adjustment on the network side of the bid trading.

The content publisher presets advertisement positions on a designated website or a designated App, and when a user accesses the corresponding website through the intelligent terminal, the advertisement positions preset by the content publisher are triggered.

In step 701, an HTTP request (corresponding to the first advertisement request message in embodiment 2) is generated by the smart terminal of the user.

In step 702, the HTTP request is acquired by a network node device (corresponding to the second device in embodiment 2) having a DPI function set in the network; when the network node device confirms that the HTTP request is sent to a server of a designated SSP, and after verifying that the validity of a virtual account (specifically represented as a basic in the embodiment of the present invention, and also described as a user identifier in other embodiments) carried in the HTTP request passes, the network node device modifies a next-hop routing address of the HTTP request and redirects the address to an address of an enhanced gateway in the network. And for the network node equipment, if the HTTP request is not sent to a server of the appointed SSP, only performing validity verification on the website, and forwarding the corresponding HTTP request according to the next hop routing address in the HTTP request after the verification is passed. In an alternative implementation, the network node device with DPI function may be the website or a server of a content provider of the APP.

In step 703, the DPI enabled network node device forwards the redirected HTTP request to the enhanced gateway via the routing network. In a specific implementation manner, for a mobile network such as a mobile phone, the network node device with the DPI function may be SSGN; for a PC computer, the network node device with DPI function may be a router or a gateway in general.

In step 704, after receiving the forwarded HTTP request, the enhanced gateway extracts the basic carried therein, and sends an inquiry request of audioid (corresponding to the target Audience group classification identifier in each of the above embodiments) to the Data Vault (corresponding to the EC in embodiment 4). Correspondingly, after receiving the inquiry request of the audios ID, the Data Vault inquires the audios ID owned by each preset sports ID through the sports ID carried in the inquiry request, and carries the audios ID in an audios ID response message and returns the audios ID to the enhanced gateway.

In step 705, the enhanced gateway sends a second push message carrying the transaction number and the target audience segment classification identifier to each DSP.

In step 706, the enhanced gateway sends a first push message to the corresponding SSP according to the server address of the SSP carried in the HTTP request. Wherein, the first push message carries a one-time transaction number generated by the enhanced gateway for the transaction. The transaction number will be used as an effective identification object for the right side of the border gateway to belong to the bidding transaction of the advertisement in the bidding transaction network.

In fig. 19, for convenience of definition, a node of a border gateway is additionally given, and the left side of the border gateway belongs to an intranet, wherein the SUBID is carried in each message and is not related to privacy disclosure of the user; while the right side of the border gateway is in the bid trading network, the SUBID will no longer be transmitted in the bid trading network by the method proposed by the embodiment of the present invention, and its role in the bid trading process will be replaced by the one-time transaction number generated by the enhanced gateway.

In step 707, after receiving the first push message from the enhanced gateway, the SSP sends an advertisement presentation request to the AD Exchange, where the advertisement presentation request carries the one-time transaction number. And other field contents specified in the TIR protocol that are relevant to the ad exposure request. It is emphasized that the advertisement presentation request at this time does not carry the SUBID.

In step 708, AD Exchange sends a bid request to the DSPs within its responsibility after receiving the SSP's advertisement presentation request. Wherein the bid request carries the one-time transaction number.

In step 709, each DSP obtains the transaction number from the second push message sent by the enhanced agent and completes the matching of the object presenting the advertisement transaction from the transaction number carried in the AD Exchange bid request; and further, determining a bidding price carried in the AD Exchange bidding response according to the target audience group classification identification acquired in the second push message and the advertisement position related information carried in the AD Exchange bidding request. In a specific implementation manner, the bid request may also carry information about the device related to the intelligent terminal device, and specifically refer to an RTB standard protocol, which is not described herein again.

In step 710, the AD Exchange bid results are returned to the SSP.

In step 711, the SSP sends an advertisement reply message carrying the advertisement content address of the DSP to the user's intelligent terminal.

In step 712, the intelligent terminal sends an advertisement Content request message to a Content Delivery Network (CDN) of the DSP.

In step 713, the CDN of the DSP returns the advertisement content to the intelligent terminal and completes the loading of the advertisement content on the advertisement slot of the corresponding web page of the intelligent terminal.

Example 6:

the embodiment of the present invention describes a specific implementation process of the internet advertisement delivery method provided by the present invention based on a third-party database management platform, in combination with a specific signaling diagram shown in fig. 20. Compared with the embodiment 5, the embodiment of the invention introduces the enhanced proxy, thereby further optimizing the signaling interaction efficiency on the network side of the bidding transaction.

In step 801, an HTTP request (corresponding to the first advertisement request message in embodiment 2) is generated by the user's smart terminal.

In step 802, the HTTP request is set to be acquired by a network node device (corresponding to the second device in embodiment 2) having a DPI function in a network; when the network node device confirms that the HTTP request is sent to a server of a designated SSP, and after verifying that the validity of a virtual account (specifically represented as a basic in the embodiment of the present invention, and also described as a user identifier in other embodiments) carried in the HTTP request passes, the network node device modifies a next-hop routing address of the HTTP request and redirects the address to an address of an enhanced gateway in the network. And for the network node equipment, if the HTTP request is not sent to a server of the appointed SSP, only performing validity verification on the website, and forwarding the corresponding HTTP request according to the next hop routing address in the HTTP request after the verification is passed.

In step 803, the DPI enabled network node device forwards the redirected HTTP request to the enhanced gateway via the routing network. In a specific implementation manner, for a mobile network such as a mobile phone, the network node device with the DPI function may be SSGN; for a PC computer, the network node device with DPI function may be a router or a gateway in general.

In step 804, after receiving the forwarded HTTP request, the enhanced gateway extracts the basic carried therein, and sends an inquiry request of audioid (corresponding to the target Audience group classification identifier in each of the above embodiments) to the Data Vault (corresponding to the EC in embodiment 4). Correspondingly, after receiving the inquiry request of the audios ID, the Data Vault inquires the audios ID owned by each preset sports ID through the sports ID carried in the inquiry request, and carries the audios ID in an audios ID response message and returns the audios ID to the enhanced gateway.

In step 805, the enhanced gateway sends a first push message to the corresponding SSP according to the server address of the SSP carried in the HTTP request. Wherein, the first push message carries a one-time transaction number generated by the enhanced gateway for the transaction. The transaction number will be used as an effective identification object for the advertisement bidding transaction in the bidding transaction network.

In fig. 20, for convenience of definition, a node of a border gateway is additionally given, and the left side of the border gateway belongs to an intranet, wherein the SUBID is carried in each message and is not related to privacy disclosure of a user; while the right side of the border gateway is in the bid trading network, the SUBID will no longer be transmitted in the bid trading network by the method proposed by the embodiment of the present invention, and its role in the bid trading process will be replaced by the one-time transaction number generated by the enhanced gateway.

In step 806, the enhanced gateway sends a second push message carrying the transaction number and the target audience segment classification identifier to the enhanced broker.

In step 807, the enhanced proxy generally has two processing modes after receiving the second push message:

in the first mode, the second push message is directly forwarded to each DSP responsible for the second push message.

And in the second mode, the subscription information of each DSP is analyzed, the DSPs interested in the user are screened out according to the subscription information and the target audience group classification identification carried in the second push message, and the second push message is forwarded to the DSPs interested in the user. The DSP interested in the user means that subscription information pre-stored in the enhanced agent matches the target audience group classification identifier carried in the second push message, that is, the DSP interested in the user is interested in the bid advertisement.

The method is generally selected by taking comprehensive consideration of the set load capacity of the enhanced agent, the number of DSPs in the network, and the complexity of the target audience group classification and identification.

In step 808, after receiving the first push message from the enhanced gateway, the SSP sends an advertisement presentation request to the AD Exchange, where the advertisement presentation request carries the one-time transaction number. And other field contents specified in the TIR protocol that are relevant to the ad exposure request. It is emphasized that the advertisement presentation request at this time does not carry the SUBID.

In addition, although step numbers are used to describe the steps in the embodiment of the present invention, it is known to those skilled in the art that there is no strict order definition between the

above steps

805 and 808 and the

steps

806 and 807, that is, the

steps

805 and 808 may be performed first, and then the

steps

806 and 807 may be performed; alternatively, the

steps

806 and 807 may be performed first, and then the

steps

805 and 808 may be performed; or, directly executing steps 805-808 in sequence according to the step numbers; belong to the possible implementation processes.

In step 809, the AD Exchange, upon receiving the advertisement presentation request from the SSP, sends a bid request to the DSPs within its responsibility. Wherein the bid request carries the one-time transaction number.

In the embodiment of the present invention, step 807 is generally required to be performed before step 809, that is, for the DSP interested in the user, the receiving of the second push message from the enhanced proxy side is completed first, and the transaction request content from step 809 can be identified after the transaction number and the target audience group classification identifier in the second push message are obtained.

In step 810, each DSP obtains a transaction number from a second push message sent by the enhanced agent, and completes matching of the object presenting the advertisement transaction from the transaction number carried in the AD Exchange bid request; and further, determining a bidding price carried in the AD Exchange bidding response according to the target audience group classification identification acquired in the second push message and the advertisement position related information carried in the AD Exchange bidding request. In a specific implementation manner, the bid request may also carry information about the device related to the intelligent terminal device, and specifically refer to an RTB standard protocol, which is not described herein again.

In step 811, the AD Exchange bid results are returned to the SSP.

In step 812, the SSP sends an advertisement reply message carrying the advertisement content address of the DSP to the user's intelligent terminal.

In step 813, the intelligent terminal sends an advertisement content request message to the content delivery network CDN of the DSP.

In step 814, the CDN of the DSP returns the advertisement content to the intelligent terminal, and completes the loading of the advertisement content on the advertisement slot of the webpage corresponding to the intelligent terminal.

Example 7:

the embodiment of the present invention describes another specific implementation process of the internet advertisement delivery method provided by the present invention based on a third-party database management platform, in combination with a specific signaling diagram shown in fig. 21. Compared with the specific implementation process of embodiment 6, embodiment 7 of the present invention is implemented by adjusting the interaction mode of the Data Vault, and handing the interaction process completed by the enhanced gateway in the original embodiment 6 to the enhanced proxy. In contrast, the embodiment of the present invention belongs to the parallel implementation scheme of embodiment 6, and although the processing burden of the enhanced gateway part is released in processing, the complexity of the total signaling interaction is increased. The concrete implementation is as follows:

In step 901, an HTTP request (corresponding to the first advertisement request message in embodiment 2) is generated by the user's smart terminal.

In step 902, the HTTP request is acquired by a network node device (corresponding to the second device in embodiment 2) having a DPI function set in the network; when the network node device confirms that the HTTP request is sent to a server of a designated SSP, and after verifying that the validity of a virtual account (specifically represented as a basic in the embodiment of the present invention, and also described as a user identifier in other embodiments) carried in the HTTP request passes, the network node device modifies a next-hop routing address of the HTTP request and redirects the address to an address of an enhanced gateway in the network. And for the network node equipment, if the HTTP request is not sent to a server of the appointed SSP, only performing validity verification on the website, and forwarding the corresponding HTTP request according to the next hop routing address in the HTTP request after the verification is passed.

In step 903, the DPI enabled network node device forwards the redirected HTTP request to the enhanced gateway via the routing network. In a specific implementation manner, for a mobile network such as a mobile phone, the network node device with the DPI function may be SSGN; for a PC computer, the network node device with DPI function may be a general router or gateway.

In step 904, the enhanced gateway, after receiving the forwarded HTTP request, extracts the basic carried therein, and sends a third push message carrying the basic and the one-time transaction number to the Data Vault (corresponding to the EC in embodiment 4). The Data Vault stores the corresponding relationship between the subad and the transaction number, and when a related message carrying the transaction number is received from the bidding transaction network side subsequently, the result of the corresponding target audience group classification identifier can be returned according to the corresponding relationship between the subad and the transaction number (specifically, the description is expanded in step 906).

In step 905, the enhanced gateway sends a second push message carrying the transaction number and the target audience segment classification identifier to the enhanced broker.

In step 906, after receiving the second push message, the enhancing proxy sends an audion ID query request (corresponding to the target Audience group classification request in the above embodiments) carrying the transaction number to the Data Vault according to the transaction number carried in the second push message. After receiving the inquiry request message of audion ID carrying the transaction number, the Data Vault extracts the transaction number therein, and extracts the audion ID obtained from the user Data locally corresponding to the sports through the correspondence between the transaction number and the sports stored in step 904, and sends the audion ID to the augmentation agent through being carried in an audion ID response message. Wherein, the Audioference ID response message also carries the transaction number.

Wherein, the Data Vault can screen the audion ID after receiving the audion ID query request; in addition, after receiving the third push message in step 904, the audio ID owned by each previously consolidated subjd may be queried through the subjd carried in the third push message.

In step 907, the enhanced proxy generally has two processing manners after receiving the target audience cluster classification response message:

In step 908, the enhanced gateway sends a first push message to the corresponding SSP according to the server address of the SSP carried in the HTTP request. Wherein, the first push message carries a one-time transaction number generated by the enhanced gateway for the transaction. The transaction number will be used as an effective identification object for the right side of the border gateway to belong to the bidding transaction of the advertisement in the bidding transaction network.

In fig. 21, for convenience of definition, a node of a border gateway is additionally given, and the left side of the border gateway belongs to an intranet, where the SUBID is carried in each message and is not related to privacy disclosure of the user; while the right side of the border gateway is in the bid trading network, the SUBID will no longer be transmitted in the bid trading network by the method proposed by the embodiment of the present invention, and its role in the bid trading process will be replaced by the one-time transaction number generated by the enhanced gateway.

In step 909, after receiving the first push message from the enhanced gateway, the SSP sends an advertisement presentation request to the AD Exchange, where the advertisement presentation request carries the one-time transaction number. And other field contents specified in the TIR protocol that are relevant to the ad exposure request. It is emphasized that the advertisement presentation request at this time does not carry the SUBID.

In step 910, AD Exchange sends a bid request to the DSPs within its responsibility after receiving the SSP's advertisement presentation request. Wherein the bid request carries the one-time transaction number.

In the embodiment of the present invention, step 907 is generally required to be performed before step 910, that is, for the DSP interested in the user, the receiving of the second push message from the enhanced proxy side is completed first, and the transaction number and the target audience group classification identifier in the second push message are obtained, so that the transaction request content from step 910 can be identified.

In step 911, each DSP obtains the transaction number from the second push message sent by the enhanced agent, and completes the matching of the object presenting the advertisement transaction from the transaction number carried in the AD Exchange bid request; and further, determining a bidding price carried in the AD Exchange bidding response according to the target audience group classification identification acquired in the second push message and the advertisement position related information carried in the AD Exchange bidding request. In a specific implementation manner, the bid request may also carry information about the device related to the intelligent terminal device, and specifically refer to an RTB standard protocol, which is not described herein again.

In step 912, the AD Exchange bid results are returned to the SSP.

In step 913, the SSP sends an advertisement reply message carrying the advertisement content address of the DSP to the intelligent terminal of the user.

In step 914, the intelligent terminal sends an advertisement Content request message to a Content Delivery Network (CDN) of the DSP.

In step 915, the CDN of the DSP returns the advertisement content to the intelligent terminal, and completes the loading of the advertisement content on the advertisement slot of the webpage corresponding to the intelligent terminal.

Example 8:

as shown in fig. 22, there is provided an architecture diagram of internal functions of an enhanced gateway (described as a first device in

corresponding embodiments

1 and 2, where the enhanced gateway is a representation of the first device in a specific implementation scenario) according to an embodiment of the present invention. The enhanced gateway at least comprises an HTTP Proxy unit for receiving an HTTP request forwarded by a second device (for example, DPI shown in fig. 22, in which the second device has the DPI function), and in addition, an enhanced Engine entity and a push service unit that interact with a Data Vault and a DSP respectively are further arranged in the enhanced gateway; the enhancement Engine is used for interacting with the Data Vault, acquiring the audion ID managed by the Data Vault side through the user ID, and besides, the enhancement Engine entity is also used for generating a one-time transaction code (also called a transaction number in other embodiments of the invention) and respectively transferring the transaction code to the HTTP Proxy unit and the push service unit, wherein the transaction code is added to the server of the HTTP request to be forwarded to the SSP in the HTTP Proxy unit; and in the push service unit, the transaction code and the audion ID are pushed to an enhanced agent or directly pushed to a DSP.

It should be noted that, because the contents of information interaction, execution process, and the like between the modules and units in the device are based on the same concept as the processing method embodiment of the present invention, specific contents may refer to the description in the method embodiment of the present invention, and are not described herein again.

Embodiment 8 of the present invention provides only a feasible architecture composition structure of an enhanced gateway, and is not limited to the implementation of the corresponding enhanced gateway in each embodiment of the present invention.

Example 9:

this embodiment combines a specific parameter environment to illustrate how

embodiments

2 and 6 of the present invention are implemented in a specific application scenario.

In the embodiment of the invention, DSP _ A defines the target customer group of a certain product as follows: 20-30 years old, male, the place of long-term activity is Wuhan city, and the record of roaming in Hubei province is recorded every month; DSP _ A applies the target group condition to an entity Controller through an entity Agent (with the distribution number of 65531) of the DSP _ A, and distributes a corresponding Audition ID of 01 after the application is passed;

an end user (25 years old, male, the long-term activity place is Wuhan city, and has a record of roaming in Hubei province every month, the mobile phone number is 13900000001) uses a certain App to generate an advertisement, the advertisement Request is identified by DPI equipment through an operator network, the advertisement Request is transmitted to an entity Gateway (enhanced Gateway), the transaction number is allocated to 0010003800120084, and the transaction number is put in the original Ad Request and pushed to SSP for normal RTB auction transaction;

the entity Gateway sends the transaction number to a Data Vault (including a mobile phone number 13900000001 and a transaction number 0010003800120084), the Data Vault is compared with an internal database of an operator, the user is online valid Data and accords with a 01 range corresponding to the audion of DSP _ A, the information returned to the entity Gateway is 0010003800120084, and the audion ID 01 is added;

the entity gateway pushes this information (0010003800120084 transaction is valid, with the addition of audio ID 01) to the entity Agent of DSP _ A, and at this time, DSP _ A receives the Bid Request containing transaction number 0010003800120084 in RTB market, knowing that the advertisement Request comes from the mobile phone of its target client, it can decide the appropriate price for auction.

Example 10:

fig. 23 is a schematic structural diagram of an internet advertisement delivery device according to an embodiment of the present invention. The internet advertisement delivery apparatus of the present embodiment includes one or more processors 21 and a memory 22. In fig. 23, one processor 21 is taken as an example.

The processor 21 and the memory 22 may be connected by a bus or other means, and the bus connection is exemplified in fig. 23.

The memory 22, which is a non-volatile computer-readable storage medium of the internet advertisement delivery method and apparatus, may be used to store a non-volatile software program and a non-volatile computer-executable program, such as the internet advertisement delivery method in embodiment 1. The processor 21 executes the internet advertisement delivery method by executing a non-volatile software program and instructions stored in the memory 22.

The memory 22 may include high speed random access memory and may also include non-volatile memory, such as at least one magnetic disk storage device, flash memory device, or other non-volatile solid state storage device. In some embodiments, the memory 22 may optionally include memory located remotely from the processor 21, and these remote memories may be connected to the processor 21 via a network. Examples of such networks include, but are not limited to, the internet, intranets, local area networks, mobile communication networks, and combinations thereof.

The program instructions/modules are stored in the memory 22 and when executed by the one or more processors 21, perform the internet advertisement delivery method of embodiment 1 described above, for example, perform the steps corresponding to the first device shown in fig. 1-3 and fig. 13-17 described above.

Those of ordinary skill in the art will appreciate that all or part of the steps of the various methods of the embodiments may be implemented by associated hardware as instructed by a program, which may be stored on a computer-readable storage medium, which may include: read Only Memory (ROM), Random Access Memory (RAM), magnetic or optical disks, and the like.

The above description is only for the purpose of illustrating the preferred embodiments of the present invention and is not to be construed as limiting the invention, and any modifications, equivalents and improvements made within the spirit and principle of the present invention are intended to be included within the scope of the present invention.

Claims

1. An internet advertisement delivery method, comprising:

the first equipment sends a third push message carrying a user identifier and a transaction number to a data management platform, so that the data management platform determines a target audience group classification identifier corresponding to the user identifier according to the mapping relation between the user identifier and the transaction number after receiving a target audience group classification request carrying the transaction number; the first device is divided into networks where the data management platform is located, and comprises the same local area network or service network;

2. The internet advertisement delivery method according to claim 1, wherein the transaction number is specifically:

3. The internet advertisement delivery method according to claim 1, wherein if an advertisement slot is preset on a designated website and/or a designated App, the generation process of the advertisement request specifically comprises:

when a user accesses the appointed website through the intelligent terminal or uses the App, a preset advertisement position is triggered, and the intelligent terminal sends a first advertisement request message;

4. The internet advertisement delivery method according to claim 3, wherein the second device has a DPI function, and after the second device obtains the first advertisement request, the method further comprises:

5. The internet advertisement delivery method according to claim 3, wherein the second device is specifically:

6. The internet advertisement delivery method according to claim 3, further comprising a third device having a DPI function, and after the second device obtains the first advertisement request, the method further comprises:

7. The Internet advertisement delivery method according to claim 6,

the second device is specifically a gateway support node GGSN, a packet data service node PDSN or a public data network gateway PGW;

8. The internet advertisement delivery method according to claim 1, wherein if the user logs in to the specified website and/or the specified APP through the virtual account, and an advertisement slot is preset on the specified website and/or the specified APP, the process of generating the advertisement request specifically includes:

9. The internet advertisement delivery method according to claim 1, wherein an enhanced agent is further provided between the data management platform and each DSP, and the step of acquiring the transaction number and the target audience group classification identifier from the data management platform by each DSP specifically includes:

and after acquiring the target audience group classification identification returned by the data management platform, the enhanced proxy forwards a second push message carrying the target audience group classification identification and the transaction number to each DSP.

10. The internet advertisement delivery method according to claim 1, wherein an enhanced agent is further provided between the data management platform and each DSP, and the step of acquiring the transaction number and the target audience group classification identifier from the data management platform by each DSP specifically includes:

11. The internet advertisement delivery method according to claim 9 or 10, wherein the data management platform includes a first data management platform and a second data management platform, and the enhancing agent, after acquiring the target audience group classification identifier returned by the data management platform, specifically includes:

12. The internet advertisement delivery method according to any one of claims 1 to 10, wherein the transaction number is carried in an extension field of the first push message, the second push message, the bid request message, and the bid response message.

13. The internet advertisement delivery method of claim 12, wherein the SSP triggers the advertisement transaction platform to send a bid request message to each DSP according to the transaction number, and the method specifically comprises:

14. An internet advertisement delivery device, comprising:

at least one processor; and a memory communicatively coupled to the at least one processor; wherein the memory stores instructions executable by the at least one processor and programmed to perform the method of internet advertising according to any of claims 1-13.