CN110910178A - Method and device for generating advertisement - Google Patents
Method and device for generating advertisement Download PDFInfo
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- CN110910178A CN110910178A CN201911192471.6A CN201911192471A CN110910178A CN 110910178 A CN110910178 A CN 110910178A CN 201911192471 A CN201911192471 A CN 201911192471A CN 110910178 A CN110910178 A CN 110910178A
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0255—Targeted advertisements based on user history
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0269—Targeted advertisements based on user profile or attribute
- G06Q30/0271—Personalized advertisement
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0277—Online advertisement
Abstract
The invention discloses a method and a device for generating advertisements, and relates to the technical field of computers. One embodiment of the method comprises: extracting semantic keywords from each advertisement template, and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template; acquiring a label of a target user, and matching a corresponding advertisement template according to the label of the target user; and generating the advertisement pushed to the target user according to the characteristic information of the target user and the advertisement template. The implementation method can solve the technical problem that the advertisement pushed to the user is not personalized enough, so that the user experience is influenced.
Description
Technical Field
The invention relates to the technical field of computers, in particular to a method and a device for generating advertisements.
Background
At present, the way of realizing thousands of people and thousands of faces of advertisements is mainly to divide the crowd according to specific labels, and each type of label is matched with the advertisements in a specific set range.
In the process of implementing the invention, the inventor finds that at least the following problems exist in the prior art:
the method basically adopts a fixed advertisement or label recommendation-based mode, and is delivered to the user in a non-differentiated mode, so that the attraction to the user is lacked. Moreover, the types of the divided labels cannot be finely divided, so that the advertisements seen by people belonging to the same label are the same, and the exclusive customization of thousands of people and thousands of faces of the advertisements cannot be really realized, thereby influencing the user experience.
Disclosure of Invention
In view of this, embodiments of the present invention provide a method and an apparatus for generating an advertisement, so as to solve the technical problem that an advertisement pushed to a user is not personalized enough, which affects user experience.
To achieve the above object, according to an aspect of an embodiment of the present invention, there is provided a method of generating an advertisement, including:
extracting semantic keywords from each advertisement template, and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template;
acquiring a label of a target user, and matching a corresponding advertisement template according to the label of the target user;
and generating the advertisement pushed to the target user according to the characteristic information of the target user and the advertisement template.
Optionally, for any one advertisement template, the advertisement template is labeled by the following method:
extracting at least one semantic keyword from the advertisement template;
classifying the advertisement templates according to the products to which the advertisement templates belong; wherein each category comprises a plurality of labels;
and marking at least one label for the advertisement template according to the at least one semantic keyword.
Optionally, labeling each advertisement template with a tag according to the semantic keyword corresponding to each advertisement template, including:
clustering each advertisement template according to the semantic keywords corresponding to each advertisement template to obtain a plurality of clusters; wherein each cluster comprises at least one advertisement template;
and marking labels for the advertisement templates in the clusters according to the names of the clusters.
Optionally, matching a corresponding advertisement template according to the tag of the target user includes:
calculating the similarity between the label of the target user and the label of each advertisement template;
and matching an advertisement template corresponding to the target user based on the similarity and the pushing priority.
Optionally, generating an advertisement to be pushed to the target user according to the feature information of the target user and the advertisement template, where the generating includes:
acquiring advertisement resource data corresponding to the advertisement template, and filling the characteristic information of the target user into the advertisement resource data to generate an advertisement word;
and combining the advertisement template and the advertisement words to generate the advertisement pushed to the target user.
In addition, according to another aspect of the embodiments of the present invention, there is provided an apparatus for generating an advertisement, including:
the marking module is used for extracting semantic keywords from each advertisement template and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template;
the matching module is used for obtaining the label of the target user and matching a corresponding advertisement template according to the label of the target user;
and the generating module is used for generating the advertisement pushed to the target user according to the characteristic information of the target user and the advertisement template.
Optionally, the marking module is further configured to:
for any one advertisement template, labeling the advertisement template by adopting the following method:
extracting at least one semantic keyword from the advertisement template;
classifying the advertisement templates according to the products to which the advertisement templates belong; wherein each category comprises a plurality of labels;
and marking at least one label for the advertisement template according to the at least one semantic keyword.
Optionally, the marking module is further configured to:
clustering each advertisement template according to the semantic keywords corresponding to each advertisement template to obtain a plurality of clusters; wherein each cluster comprises at least one advertisement template;
and marking labels for the advertisement templates in the clusters according to the names of the clusters.
Optionally, the matching module is further configured to:
calculating the similarity between the label of the target user and the label of each advertisement template;
and matching an advertisement template corresponding to the target user based on the similarity and the pushing priority.
Optionally, the generating module is further configured to:
acquiring advertisement resource data corresponding to the advertisement template, and filling the characteristic information of the target user into the advertisement resource data to generate an advertisement word;
and combining the advertisement template and the advertisement words to generate the advertisement pushed to the target user.
According to another aspect of the embodiments of the present invention, there is also provided an electronic device, including:
one or more processors;
a storage device for storing one or more programs,
when executed by the one or more processors, cause the one or more processors to implement the method of any of the embodiments described above.
According to another aspect of the embodiments of the present invention, there is also provided a computer readable medium, on which a computer program is stored, which when executed by a processor implements the method of any of the above embodiments.
One embodiment of the above invention has the following advantages or benefits: because the labels are marked on the advertisement templates according to the semantic keywords corresponding to the advertisement templates and the corresponding advertisement templates are matched according to the labels of the target users, the technical means of customizing the advertisements according to the characteristic information of the target users and the exclusive characteristics of the advertisement templates is adopted, and the technical problem that the user experience is influenced due to the fact that the advertisements pushed to the users are not personalized in the prior art is solved. The embodiment of the invention fuses the characteristic information of the user and the matched advertisement template, customizes the advertisement delivered to the user, creates a special advertisement feeling for the user, can effectively attract the eyes of the user and improves the user experience.
Further effects of the above-mentioned non-conventional alternatives will be described below in connection with the embodiments.
Drawings
The drawings are included to provide a better understanding of the invention and are not to be construed as unduly limiting the invention. Wherein:
FIG. 1 is a schematic diagram of the main flow of a method of generating an advertisement according to an embodiment of the present invention;
FIG. 2 is a diagram illustrating a main flow of a method of generating an advertisement according to a referential embodiment of the present invention;
FIG. 3 is a schematic diagram of the main modules of an apparatus for generating advertisements, according to an embodiment of the present invention;
FIG. 4 is an exemplary system architecture diagram in which embodiments of the present invention may be employed;
fig. 5 is a schematic block diagram of a computer system suitable for use in implementing a terminal device or server of an embodiment of the invention.
Detailed Description
Exemplary embodiments of the present invention are described below with reference to the accompanying drawings, in which various details of embodiments of the invention are included to assist understanding, and which are to be considered as merely exemplary. Accordingly, those of ordinary skill in the art will recognize that various changes and modifications of the embodiments described herein can be made without departing from the scope and spirit of the invention. Also, descriptions of well-known functions and constructions are omitted in the following description for clarity and conciseness.
Aiming at the technical problems in the prior art, the embodiment of the invention provides a method for generating the exclusive advertisement of thousands of people and thousands of faces based on the user label and the characteristic information, which can really realize the exclusive customization of the advertisement.
Fig. 1 is a schematic diagram of a main flow of a method of generating an advertisement according to an embodiment of the present invention. As an embodiment of the present invention, as shown in fig. 1, the method for generating an advertisement may include:
step 101, extracting semantic keywords from each advertisement template, and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template.
Typically, the advertisement templates are stored in the database in the form of pictures, so that it is necessary to identify the advertisement text (i.e. the advertisement template) in each advertisement picture by using a character recognition technology (such as OCR recognition), and then extract the semantic keywords from each advertisement template. In an embodiment of the present invention, the semantic keyword is a modifier for modifying a product, such as high speed, high efficiency, zero commission, high value, and the like. And finally, marking labels on the advertisement templates according to the semantic keywords corresponding to the advertisement templates. It should be noted that there may be multiple advertising templates per product that modify the product from multiple angles.
In an embodiment of the present invention, each advertisement template may be labeled by a manual labeling method. Optionally, for any one advertisement template, the advertisement template is labeled by the following method: extracting at least one semantic keyword from the advertisement template; classifying the advertisement templates according to the products to which the advertisement templates belong; wherein each category comprises a plurality of labels; and marking at least one label for the advertisement template according to the at least one semantic keyword. In this embodiment, the individual advertisement templates are labeled by way of manual labeling, and each advertisement template may be labeled with multiple labels.
In the embodiment of the present invention, a clustering algorithm may be used to label each advertisement template. Optionally, labeling each advertisement template with a tag according to the semantic keyword corresponding to each advertisement template, including: clustering each advertisement template according to the semantic keywords corresponding to each advertisement template to obtain a plurality of clusters; wherein each cluster comprises at least one advertisement template; and marking labels for the advertisement templates in the clusters according to the names of the clusters. In this embodiment, the advertisement templates in a cluster are labeled with the name of the cluster by performing distance processing on each advertisement template through a clustering algorithm, so that a plurality of clusters are labeled with the advertisement templates in the same cluster.
It should be noted that, in another embodiment of the present invention, the advertisement templates may be manually marked first, and then the advertisement templates may be clustered and marked with the tags at intervals, so that on one hand, labor may be saved, and on the other hand, diversity of the tags may be ensured.
And 102, acquiring a label of a target user, and matching a corresponding advertisement template according to the label of the target user.
Before step 102, a user tag library is also created, i.e. tags are tagged to individual users. Specifically, different labels can be attached to the users according to the information of the users such as purchase history, browsing condition, asset liability condition, occupation and the like. It should be noted that there may be multiple tags per user.
Optionally, step 102 may comprise: calculating the similarity between the label of the target user and the label of each advertisement template; and matching an advertisement template corresponding to the target user based on the similarity and the pushing priority. Alternatively, the similarity of the tags may be calculated using a cosine similarity algorithm. In this embodiment, first, each tag of a target user is obtained, for each tag of the target user, the similarity between the tag and the tag of the advertisement template is calculated, and the tag of the advertisement template with the highest similarity is screened out, so as to match out at least one advertisement template. It should be noted that if the matched advertisement templates are not limited to one, if a plurality of advertisement templates are matched, the advertisement templates are pushed in a carousel manner.
Optionally, the tags with the second highest similarity may also be screened out, so as to match at least one advertisement template, and push the advertisement template in a carousel manner, which is not limited in the embodiment of the present invention. Optionally, at least one suitable advertisement template may be matched in combination with the push priority. Specifically, based on a hot-selling product or a main push product, a higher push priority may be configured for advertisement templates corresponding to these products, and a specific configuration policy is determined by a service, which is not limited in this embodiment of the present invention.
103, generating an advertisement pushed to the target user according to the characteristic information of the target user and the advertisement template.
In this step, the feature information of the target user is extracted from the database, and then an advertisement to be pushed to the target user is generated according to the feature information of the target user and the advertisement template, so that the advertisement delivered to the target user is customized. Alternatively, the characteristic information may include at least one of gender, age, name, wealth status, and the like.
Optionally, step 103 may comprise: acquiring advertisement resource data corresponding to the advertisement template, and filling the characteristic information of the target user into the advertisement resource data to generate an advertisement word; and combining the advertisement template and the advertisement words to generate the advertisement pushed to the target user. For example, the generation of the advertisement: the method is characterized in that a user can learn the characteristics of the prior art, and the user can know the characteristics of the prior art, and can know the characteristics of the prior art, such as the unique advertisement, the unique advertisement feeling and the like. Therefore, the advertisement produced by the method provided by the embodiment of the invention can customize a special advertisement for the user, effectively attract the eyes of the user and further improve the user experience.
Optionally, the advertisement words may be fused into the advertisement picture, so as to generate an advertisement picture customized exclusively for the target user, and push the advertisement picture fused with the advertisement words to the target user.
According to the various embodiments, it can be seen that the invention marks the tags of the advertisement templates according to the semantic keywords corresponding to the advertisement templates, and matches the corresponding advertisement templates according to the tags of the target users, so that the technical means of customizing the advertisements according to the feature information of the target users and the exclusive characteristics of the advertisement templates solves the technical problem that the advertisements pushed to the users are not personalized enough in the prior art, which affects the user experience. The embodiment of the invention fuses the characteristic information of the user and the matched advertisement template, customizes the advertisement delivered to the user, creates a special advertisement feeling for the user, can effectively attract the eyes of the user and improves the user experience.
Fig. 2 is a schematic diagram of a main flow of a method of generating an advertisement according to one referential embodiment of the present invention. As an embodiment of the present invention, as shown in fig. 2, the method for generating an advertisement may include:
step 201, extracting semantic keywords from each advertisement template, and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template.
Typically, the advertisement templates are stored in the database in the form of pictures, so that it is necessary to identify the advertisement text (i.e. the advertisement template) in each advertisement picture by using a character recognition technology (such as OCR recognition), and then extract the semantic keywords from each advertisement template. And finally, marking labels on the advertisement templates according to the semantic keywords corresponding to the advertisement templates.
In an embodiment of the present invention, each advertisement template may be labeled by a manual labeling method. Optionally, for any one advertisement template, the advertisement template is labeled by the following method: extracting at least one semantic keyword from the advertisement template; classifying the advertisement templates according to the products to which the advertisement templates belong; wherein each category comprises a plurality of labels; and marking at least one label for the advertisement template according to the at least one semantic keyword. In this embodiment, the individual advertisement templates are labeled by way of manual labeling, and each advertisement template may be labeled with multiple labels.
In the embodiment of the present invention, a clustering algorithm may be used to label each advertisement template. Optionally, labeling each advertisement template with a tag according to the semantic keyword corresponding to each advertisement template, including: clustering each advertisement template according to the semantic keywords corresponding to each advertisement template to obtain a plurality of clusters; wherein each cluster comprises at least one advertisement template; and marking labels for the advertisement templates in the clusters according to the names of the clusters. In this embodiment, the advertisement templates in a cluster are labeled with the name of the cluster by performing distance processing on each advertisement template through a clustering algorithm, so that a plurality of clusters are labeled with the advertisement templates in the same cluster.
Step 202, calculating the similarity between the label of the target user and the label of each advertisement template.
Firstly, obtaining each label of a target user, and then calculating the similarity between the label and the label of the advertisement template aiming at each label of the target user.
And 203, matching an advertisement template corresponding to the target user based on the similarity and the pushing priority.
Optionally, the label of the advertisement template with the highest similarity can be screened out, so as to match at least one advertisement template. It should be noted that if the matched advertisement templates are not limited to one, if a plurality of advertisement templates are matched, the advertisement templates are pushed in a carousel manner.
Optionally, the tags with the second highest similarity may also be screened out, so as to match at least one advertisement template, and push the advertisement template in a carousel manner, which is not limited in the embodiment of the present invention. Optionally, at least one suitable advertisement template may be matched in combination with the push priority. Specifically, based on a hot-selling product or a main push product, a higher push priority may be configured for advertisement templates corresponding to these products, and a specific configuration policy is determined by a service, which is not limited in this embodiment of the present invention.
Step 204, acquiring advertisement resource data corresponding to the advertisement template, and filling the feature information of the target user into the advertisement resource data to generate an advertisement.
And step 205, combining the advertisement template and the advertisement words to generate the advertisement pushed to the target user.
Optionally, the advertisement words may be fused into the advertisement picture, so as to generate an advertisement picture customized exclusively for the target user, and push the advertisement picture fused with the advertisement words to the target user.
In addition, in a reference embodiment of the present invention, the detailed implementation of the method for generating an advertisement is described in detail in the above-mentioned method for generating an advertisement, and therefore, the repeated content will not be described again.
Fig. 3 is a schematic diagram of main modules of an apparatus for generating an advertisement according to an embodiment of the present invention, and as shown in fig. 3, the apparatus 300 for generating an advertisement includes a marking module 301, a matching module 302, and a generating module 303. The marking module 301 is configured to extract semantic keywords from each advertisement template, and mark a label on each advertisement template according to the semantic keyword corresponding to each advertisement template; the matching module 302 is configured to obtain a tag of a target user, and match a corresponding advertisement template according to the tag of the target user; the generating module 303 is configured to generate an advertisement to be pushed to the target user according to the feature information of the target user and the advertisement template.
Optionally, the marking module 301 is further configured to:
for any one advertisement template, labeling the advertisement template by adopting the following method:
extracting at least one semantic keyword from the advertisement template;
classifying the advertisement templates according to the products to which the advertisement templates belong; wherein each category comprises a plurality of labels;
and marking at least one label for the advertisement template according to the at least one semantic keyword.
Optionally, the marking module 301 is further configured to:
clustering each advertisement template according to the semantic keywords corresponding to each advertisement template to obtain a plurality of clusters; wherein each cluster comprises at least one advertisement template;
and marking labels for the advertisement templates in the clusters according to the names of the clusters.
Optionally, the matching module 302 is further configured to:
calculating the similarity between the label of the target user and the label of each advertisement template;
and matching an advertisement template corresponding to the target user based on the similarity and the pushing priority.
Optionally, the generating module 303 is further configured to:
acquiring advertisement resource data corresponding to the advertisement template, and filling the characteristic information of the target user into the advertisement resource data to generate an advertisement word;
and combining the advertisement template and the advertisement words to generate the advertisement pushed to the target user.
According to the various embodiments, it can be seen that the invention marks the tags of the advertisement templates according to the semantic keywords corresponding to the advertisement templates, and matches the corresponding advertisement templates according to the tags of the target users, so that the technical means of customizing the advertisements according to the feature information of the target users and the exclusive characteristics of the advertisement templates solves the technical problem that the advertisements pushed to the users are not personalized enough in the prior art, which affects the user experience. The embodiment of the invention fuses the characteristic information of the user and the matched advertisement template, customizes the advertisement delivered to the user, creates a special advertisement feeling for the user, can effectively attract the eyes of the user and improves the user experience.
It should be noted that, in the implementation of the apparatus for generating advertisement of the present invention, the above method for generating advertisement has been described in detail, and therefore, the repeated content is not described herein.
Fig. 4 illustrates an exemplary system architecture 400 to which the method of generating an advertisement or the apparatus for generating an advertisement of embodiments of the present invention may be applied.
As shown in fig. 4, the system architecture 400 may include terminal devices 401, 402, 403, a network 404, and a server 405. The network 404 serves as a medium for providing communication links between the terminal devices 401, 402, 403 and the server 405. Network 404 may include various types of connections, such as wire, wireless communication links, or fiber optic cables, to name a few.
A user may use terminal devices 401, 402, 403 to interact with a server 405 over a network 404 to receive or send messages or the like. The terminal devices 401, 402, 403 may have installed thereon various communication client applications, such as shopping-like applications, web browser applications, search-like applications, instant messaging tools, mailbox clients, social platform software, etc. (by way of example only).
The terminal devices 401, 402, 403 may be various electronic devices having a display screen and supporting web browsing, including but not limited to smart phones, tablet computers, laptop portable computers, desktop computers, and the like.
The server 405 may be a server providing various services, such as a background management server (for example only) providing support for shopping websites browsed by users using the terminal devices 401, 402, 403. The background management server may analyze and otherwise process the received data such as the item information query request, and feed back a processing result (for example, target push information, item information — just an example) to the terminal device.
It should be noted that the method for generating an advertisement provided by the embodiment of the present invention is generally performed by the server 405, and accordingly, the apparatus for generating an advertisement is generally disposed in the server 405. The method for generating the advertisement provided by the embodiment of the present invention may also be executed by the terminal devices 401, 402, and 403, and accordingly, the apparatus for generating the advertisement may be disposed in the terminal devices 401, 402, and 403.
It should be understood that the number of terminal devices, networks, and servers in fig. 4 is merely illustrative. There may be any number of terminal devices, networks, and servers, as desired for implementation.
Referring now to FIG. 5, shown is a block diagram of a computer system 500 suitable for use with a terminal device implementing an embodiment of the present invention. The terminal device shown in fig. 5 is only an example, and should not bring any limitation to the functions and the scope of use of the embodiments of the present invention.
As shown in fig. 5, the computer system 500 includes a Central Processing Unit (CPU)501 that can perform various appropriate actions and processes according to a program stored in a Read Only Memory (ROM)502 or a program loaded from a storage section 508 into a Random Access Memory (RAM) 503. In the RAM503, various programs and data necessary for the operation of the system 500 are also stored. The CPU 501, ROM 502, and RAM503 are connected to each other via a bus 504. An input/output (I/O) interface 505 is also connected to bus 504.
The following components are connected to the I/O interface 505: an input portion 506 including a keyboard, a mouse, and the like; an output portion 507 including a display such as a Cathode Ray Tube (CRT), a Liquid Crystal Display (LCD), and the like, and a speaker; a storage portion 508 including a hard disk and the like; and a communication section 509 including a network interface card such as a LAN card, a modem, or the like. The communication section 509 performs communication processing via a network such as the internet. The driver 510 is also connected to the I/O interface 505 as necessary. A removable medium 511 such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory, or the like is mounted on the drive 510 as necessary, so that a computer program read out therefrom is mounted into the storage section 508 as necessary.
In particular, according to the embodiments of the present disclosure, the processes described above with reference to the flowcharts may be implemented as computer software programs. For example, embodiments of the present disclosure include a computer program comprising a computer program embodied on a computer readable medium, the computer program comprising program code for performing the method illustrated in the flow chart. In such an embodiment, the computer program may be downloaded and installed from a network through the communication section 509, and/or installed from the removable medium 511. The computer program performs the above-described functions defined in the system of the present invention when executed by the Central Processing Unit (CPU) 501.
It should be noted that the computer readable medium shown in the present invention can be a computer readable signal medium or a computer readable storage medium or any combination of the two. A computer readable storage medium may be, for example, but not limited to, an electronic, magnetic, optical, electromagnetic, infrared, or semiconductor system, apparatus, or device, or any combination of the foregoing. More specific examples of the computer readable storage medium may include, but are not limited to: an electrical connection having one or more wires, a portable computer diskette, a hard disk, a Random Access Memory (RAM), a read-only memory (ROM), an erasable programmable read-only memory (EPROM or flash memory), an optical fiber, a portable compact disc read-only memory (CD-ROM), an optical storage device, a magnetic storage device, or any suitable combination of the foregoing. In the present invention, a computer readable storage medium may be any tangible medium that can contain, or store a program for use by or in connection with an instruction execution system, apparatus, or device. In the present invention, however, a computer readable signal medium may include a propagated data signal with computer readable program code embodied therein, for example, in baseband or as part of a carrier wave. Such a propagated data signal may take many forms, including, but not limited to, electro-magnetic, optical, or any suitable combination thereof. A computer readable signal medium may also be any computer readable medium that is not a computer readable storage medium and that can communicate, propagate, or transport a program for use by or in connection with an instruction execution system, apparatus, or device. Program code embodied on a computer readable medium may be transmitted using any appropriate medium, including but not limited to: wireless, wire, fiber optic cable, RF, etc., or any suitable combination of the foregoing.
The flowchart and block diagrams in the figures illustrate the architecture, functionality, and operation of possible implementations of systems, methods and computer programs according to various embodiments of the present invention. In this regard, each block in the flowchart or block diagrams may represent a module, segment, or portion of code, which comprises one or more executable instructions for implementing the specified logical function(s). It should also be noted that, in some alternative implementations, the functions noted in the block may occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks may sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams or flowchart illustration, and combinations of blocks in the block diagrams or flowchart illustration, can be implemented by special purpose hardware-based systems which perform the specified functions or acts, or combinations of special purpose hardware and computer instructions.
The modules described in the embodiments of the present invention may be implemented by software or hardware. The described modules may also be provided in a processor, which may be described as: a processor includes a tagging module, a matching module, and a generating module, wherein the names of the modules do not in some way constitute a limitation on the modules themselves.
As another aspect, the present invention also provides a computer-readable medium that may be contained in the apparatus described in the above embodiments; or may be separate and not incorporated into the device. The computer readable medium carries one or more programs which, when executed by a device, cause the device to comprise: extracting semantic keywords from each advertisement template, and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template; acquiring a label of a target user, and matching a corresponding advertisement template according to the label of the target user; and generating the advertisement pushed to the target user according to the characteristic information of the target user and the advertisement template.
According to the technical scheme of the embodiment of the invention, because the labels are marked on the advertisement templates according to the semantic keywords corresponding to the advertisement templates and the corresponding advertisement templates are matched according to the labels of the target users, the technical means of customizing the advertisements according to the characteristic information of the target users and the exclusive characteristics of the advertisement templates is adopted, and the technical problem that the user experience is influenced due to the fact that the advertisements pushed to the users are not personalized in the prior art is solved. The embodiment of the invention fuses the characteristic information of the user and the matched advertisement template, customizes the advertisement delivered to the user, creates a special advertisement feeling for the user, can effectively attract the eyes of the user and improves the user experience.
The above-described embodiments should not be construed as limiting the scope of the invention. Those skilled in the art will appreciate that various modifications, combinations, sub-combinations, and substitutions can occur, depending on design requirements and other factors. Any modification, equivalent replacement, and improvement made within the spirit and principle of the present invention should be included in the protection scope of the present invention.
Claims (12)
1. A method of generating an advertisement, comprising:
extracting semantic keywords from each advertisement template, and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template;
acquiring a label of a target user, and matching a corresponding advertisement template according to the label of the target user;
and generating the advertisement pushed to the target user according to the characteristic information of the target user and the advertisement template.
2. The method of claim 1, wherein for any one advertisement template, the advertisement template is tagged as follows:
extracting at least one semantic keyword from the advertisement template;
classifying the advertisement templates according to the products to which the advertisement templates belong; wherein each category comprises a plurality of labels;
and marking at least one label for the advertisement template according to the at least one semantic keyword.
3. The method of claim 1, wherein tagging each advertisement template with a semantic keyword corresponding to the advertisement template comprises:
clustering each advertisement template according to the semantic keywords corresponding to each advertisement template to obtain a plurality of clusters; wherein each cluster comprises at least one advertisement template;
and marking labels for the advertisement templates in the clusters according to the names of the clusters.
4. The method of claim 1, wherein matching out a corresponding advertisement template according to the tag of the target user comprises:
calculating the similarity between the label of the target user and the label of each advertisement template;
and matching an advertisement template corresponding to the target user based on the similarity and the pushing priority.
5. The method of claim 1, wherein generating the advertisement to be pushed to the target user according to the feature information of the target user and the advertisement template comprises:
acquiring advertisement resource data corresponding to the advertisement template, and filling the characteristic information of the target user into the advertisement resource data to generate an advertisement word;
and combining the advertisement template and the advertisement words to generate the advertisement pushed to the target user.
6. An apparatus for generating advertisements, comprising:
the marking module is used for extracting semantic keywords from each advertisement template and marking labels on each advertisement template according to the semantic keywords corresponding to each advertisement template;
the matching module is used for obtaining the label of the target user and matching a corresponding advertisement template according to the label of the target user;
and the generating module is used for generating the advertisement pushed to the target user according to the characteristic information of the target user and the advertisement template.
7. The apparatus of claim 6, wherein the tagging module is further configured to:
for any one advertisement template, labeling the advertisement template by adopting the following method:
extracting at least one semantic keyword from the advertisement template;
classifying the advertisement templates according to the products to which the advertisement templates belong; wherein each category comprises a plurality of labels;
and marking at least one label for the advertisement template according to the at least one semantic keyword.
8. The apparatus of claim 6, wherein the tagging module is further configured to:
clustering each advertisement template according to the semantic keywords corresponding to each advertisement template to obtain a plurality of clusters; wherein each cluster comprises at least one advertisement template;
and marking labels for the advertisement templates in the clusters according to the names of the clusters.
9. The apparatus of claim 6, wherein the matching module is further configured to:
calculating the similarity between the label of the target user and the label of each advertisement template;
and matching an advertisement template corresponding to the target user based on the similarity and the pushing priority.
10. The apparatus of claim 6, wherein the generating module is further configured to:
acquiring advertisement resource data corresponding to the advertisement template, and filling the characteristic information of the target user into the advertisement resource data to generate an advertisement word;
and combining the advertisement template and the advertisement words to generate the advertisement pushed to the target user.
11. An electronic device, comprising:
one or more processors;
a storage device for storing one or more programs,
when executed by the one or more processors, cause the one or more processors to implement the method of any one of claims 1-5.
12. A computer-readable medium, on which a computer program is stored, which, when being executed by a processor, carries out the method according to any one of claims 1-5.
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