CN111415202A - Advertisement putting method and related device - Google Patents
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- CN111415202A CN111415202A CN202010207770.9A CN202010207770A CN111415202A CN 111415202 A CN111415202 A CN 111415202A CN 202010207770 A CN202010207770 A CN 202010207770A CN 111415202 A CN111415202 A CN 111415202A
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- 238000002716 delivery method Methods 0.000 claims description 21
- 239000000463 material Substances 0.000 claims description 17
- 238000004590 computer program Methods 0.000 claims description 10
- 235000014510 cooky Nutrition 0.000 claims description 10
- 238000013316 zoning Methods 0.000 claims description 5
- 238000010276 construction Methods 0.000 claims description 3
- 230000009286 beneficial effect Effects 0.000 abstract description 4
- 230000006872 improvement Effects 0.000 description 3
- 238000007726 management method Methods 0.000 description 3
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- 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
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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
Abstract
The application discloses an advertisement putting method, which comprises the following steps: acquiring advertisement delivery resource data; selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the delivery mode comprises a full coverage mode, a user type mode and a zone difference mode; and when the user opens the target webpage, delivering the advertisement delivery resource data according to the account information of the user and the delivery mode. By acquiring the advertisement delivery resource data and selecting the corresponding delivery mode, multiple delivery modes aiming at different setting conditions are realized, more accurate advertisement delivery is realized, and the pertinence of advertisement delivery is improved. The application also discloses an advertisement putting device, a server and a computer readable storage medium, which have the beneficial effects.
Description
Technical Field
The present application relates to the field of computer technologies, and in particular, to an advertisement delivery method, an advertisement delivery device, a server, and a computer-readable storage medium.
Background
With the continuous development of network technology, in order to perform relevant marketing operations through the internet, relevant advertisement delivery operations, that is, network advertisements, can be performed on the internet. The network advertisement is an advertisement made on the network. A high-tech advertisement operation mode is provided, which utilizes the method of advertisement banner, text link and multimedia on the website through a network advertisement putting platform to publish or publish advertisements on the Internet and transmit the advertisements to Internet users through the network.
However, in the existing common advertisement DSP (Demand-Side Platform) delivery system, the current UR L where the advertisement position in the advertisement request is located is crawled and word segmentation is performed to obtain the word list of the table corresponding to the current UR L, the word vector of the word list corresponding to the current UR L is calculated, the topic vector of the current UR L is obtained according to the word vector and the trained topic model, the classification label of the current UR L is obtained according to the topic vector and the trained text classification model, and the targeting condition and the label classification are matched in the advertisement library of the advertisement DSP, so that the delivery of the advertisement is realized.
However, the buyers and the suppliers in the existing scheme are nationwide oriented, but the buyers and the suppliers in the government purchasing industry have regional limitations, the existing scheme is operated on line in the process of obtaining the UR L classification tags, which is not favorable for page loading and has a space for improving the performance, and the existing scheme does not list detailed classification tags, is not comprehensive and detailed for users, and is not favorable for accurate advertisement delivery.
Therefore, how to more accurately place advertisements is a key issue of attention for those skilled in the art.
Disclosure of Invention
The application aims to provide an advertisement putting method, an advertisement putting device, a server and a computer readable storage medium.
In order to solve the above technical problem, the present application provides an advertisement delivery method, including:
acquiring advertisement delivery resource data;
selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the delivery mode comprises a full coverage mode, a user type mode and a zone difference mode;
and when the user opens the target webpage, delivering the advertisement delivery resource data according to the account information of the user and the delivery mode.
Optionally, the obtaining advertisement delivery resource data includes:
building an advertisement putting material and creating an advertisement promotion plan;
and taking the advertisement putting material and the advertisement promotion plan as the advertisement putting resource data.
Optionally, selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data includes:
judging whether the set information is directionally released for the user type;
when the set information is user type directional release, taking the user type mode as the release mode;
judging whether the set information is delivered in a zoning difference mode;
when the setting information is a zone difference throwing, taking the zone difference mode as the throwing mode;
and when the setting information is not the user type directional delivery or the zone difference delivery, taking the full coverage mode as the delivery mode.
Optionally, when the user opens the target webpage, the advertisement delivery resource data is delivered according to the account information of the user and the delivery mode, including:
when a user opens a target webpage, judging whether the user logs in;
if so, acquiring the account information from the login account information;
if not, acquiring the account information from the cookie;
and delivering the advertisement delivery resource data according to the account information and the delivery mode.
The present application further provides an advertisement delivery device, including:
the advertisement putting acquisition module is used for acquiring advertisement putting resource data;
the delivery mode determining module is used for selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the delivery mode comprises a full coverage mode, a user type mode and a zone difference mode;
and the advertisement putting module is used for putting the advertisement putting resource data according to the account information of the user and the putting mode when the user opens the target webpage.
Optionally, the advertisement delivery obtaining module includes:
the data construction module is used for constructing advertisement putting materials and creating an advertisement promotion plan;
and the resource acquisition module is used for taking the advertisement putting material and the advertisement promotion plan as the advertisement putting resource data.
Optionally, the release mode determining module includes:
the type judging unit is used for judging whether the setting information is directionally released for the user type;
the type releasing unit is used for taking the user type mode as the releasing mode when the setting information is the user type directional releasing;
a division judging unit for judging whether the setting information is a division difference delivery;
a zone putting unit, configured to set the zone difference mode as the putting mode when the setting information is a zone difference putting;
and the full-range launching unit is used for taking a full-coverage mode as the launching mode when the setting information is not the user type directional launching or the area difference launching.
Optionally, the advertisement delivery module includes:
a login judging unit for judging whether the user logs in when the user opens the target webpage;
a login account obtaining unit, configured to obtain the account information from login account information when the user logs in;
the cache obtaining unit is used for obtaining the account information from the cookie when the user does not log in;
and the advertisement putting unit is used for putting the advertisement putting resource data according to the account information and the putting mode.
The present application further provides a server, comprising:
a memory for storing a computer program;
a processor for implementing the steps of the advertisement delivery method as described above when executing the computer program.
The present application also provides a computer readable storage medium having stored thereon a computer program which, when executed by a processor, implements the steps of the advertisement delivery method as described above.
The application provides an advertisement putting method, which comprises the following steps: acquiring advertisement delivery resource data; selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the delivery mode comprises a full coverage mode, a user type mode and a zone difference mode; and when the user opens the target webpage, delivering the advertisement delivery resource data according to the account information of the user and the delivery mode.
The method comprises the steps of obtaining advertisement delivery resource data, determining corresponding delivery modes according to setting information in the advertisement delivery resource data, wherein the advertisement delivery modes comprise a full-coverage mode, a user type mode and a regionalization difference mode, different delivery modes can correspond to different crowds so as to achieve high-precision advertisement delivery, and delivering the advertisement delivery resource data according to account information and delivery modes of a user when the user opens a target webpage.
The application also provides an advertisement putting device, a server and a computer readable storage medium, which have the beneficial effects, and are not repeated herein.
Drawings
In order to more clearly illustrate the embodiments of the present application or the technical solutions in the prior art, the drawings needed to be used in the description of the embodiments or the prior art will be briefly introduced below, it is obvious that the drawings in the following description are only embodiments of the present application, and for those skilled in the art, other drawings can be obtained according to the provided drawings without creative efforts.
Fig. 1 is a flowchart of an advertisement delivery method according to an embodiment of the present application;
fig. 2 is a schematic structural diagram of an advertisement delivery device according to an embodiment of the present application.
Detailed Description
The core of the application is to provide an advertisement delivery method, an advertisement delivery device, a server and a computer readable storage medium, and by acquiring advertisement delivery resource data first and then selecting a corresponding delivery mode, multiple delivery modes for different setting conditions are realized, more accurate advertisement delivery is realized, and the pertinence of advertisement delivery is improved.
In order to make the objects, technical solutions and advantages of the embodiments of the present application clearer, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are some embodiments of the present application, but not all embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present application.
The buyer and the supplier of the existing scheme are oriented to the whole country, but the buyer and the supplier of the government purchasing industry have regional limitation, the existing scheme is operated on line in the process of obtaining the UR L classification label, which is not beneficial to page loading and has a space for improving the performance, and the existing scheme does not list detailed classification labels, is not comprehensive and detailed for the classification of users, and is not beneficial to accurate advertisement putting.
Therefore, the application provides an advertisement delivery method, by acquiring advertisement delivery resource data first, and then determining a corresponding delivery mode according to setting information in the advertisement delivery resource data, wherein the delivery modes include a full coverage mode, a user type mode and a division difference mode, different delivery modes can correspond to different crowds so as to realize high-precision advertisement delivery, and then when a user opens a target webpage, the advertisement delivery resource data is delivered according to account information and delivery modes of the user.
An advertisement delivery method provided by the present application is described below by an embodiment.
Referring to fig. 1, fig. 1 is a flowchart of an advertisement delivery method according to an embodiment of the present application.
In this embodiment, the method may include:
s101, acquiring advertisement delivery resource data;
this step aims to acquire advertisement delivery resource data for advertisement delivery.
Generally, in the network advertisement putting process, the putting is mainly carried out through an employer platform of the network advertisement. In the platform, advertisement resources can be bought in a trading way, advertisement putting materials are built, and an advertisement promotion plan is created. Wherein, the material and the promotion plan are data resources for advertising.
Optionally, this step may further include:
step 1, building an advertisement putting material and creating an advertisement promotion plan;
and 2, taking the advertisement putting material and the advertisement promotion plan as advertisement putting resource data.
S102, selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the releasing mode comprises a full coverage mode, a user type mode and a zone difference mode;
on the basis of S101, this step is intended to select a corresponding delivery method according to the setting information of the advertisement delivery resource data. The different delivery modes in this step include a full coverage mode, a user type mode and a zone difference mode according to different setting information.
The full coverage mode refers to launching all users, the user type mode refers to selecting launching light modification according to different user types, and the zone difference mode refers to selecting corresponding launching users according to zones of different users.
Optionally, this step may include:
judging whether the set information is directionally released for the user type;
when the set information is the user type directional release, taking the user type mode as a release mode;
judging whether the set information is delivered in a zoning difference mode;
when the set information is the region difference throwing, taking the region difference mode as a throwing mode;
and when the setting information is not the user type directional delivery or the zone difference delivery, taking the full coverage mode as a delivery mode.
Therefore, in the alternative scheme, the judgment is mainly carried out according to different setting information, and the corresponding release mode is determined.
S103, when the user opens the target webpage, the advertisement delivery resource data is delivered according to the account information and the delivery mode of the user.
On the basis of S102, the step aims to deliver the advertisement delivery resource data according to the account information and the delivery mode of the user when the user opens the target webpage,
optionally, this step may include:
when a user opens a target webpage, judging whether the user logs in;
if so, acquiring account information from the login account information;
if not, acquiring account information from the cookie;
and releasing the advertisement releasing resource data according to the account information and the releasing mode.
Therefore, how to obtain the account information is mainly explained in the alternative. The method mainly comprises the steps of judging whether the user logs in or not, and directly acquiring corresponding account information from a logged user account when the user logs in. When the user does not log in, the account information can be directly obtained from the cookie. The cookie type is a small text file, which is data (usually encrypted) stored in the user's local terminal by some websites for Session tracking in order to identify the user's identity, and is information temporarily or permanently stored by the user's client computer.
In summary, in the embodiment, the advertisement delivery resource data is obtained first, and then the corresponding delivery mode is determined according to the setting information in the advertisement delivery resource data, where the advertisement delivery mode includes a full coverage mode, a user type mode and a region difference mode, different delivery modes can correspond to different crowds so as to implement high-precision advertisement delivery, and then when the user opens the target webpage, the advertisement delivery resource data is delivered according to the account information and the delivery mode of the user.
An advertisement delivery method provided by the present application is further described below by way of another specific embodiment.
In this embodiment, the DSP targeted advertisement delivery system in this embodiment is composed of modules such as a VIP trading hall, material management, promotion plan management, a delivery platform, and a data billboard;
firstly, an advertiser can purchase advertisement resources on a DSP platform, build materials after the purchase is finished, build a new promotion plan after the materials are built, and put advertisements after the promotion plan is checked;
the embodiment provides the zoning differentiated delivery and sets the directional type to realize the accurate delivery of the advertisement;
in the government purchasing industry, both purchasers and suppliers have regional limitations, thus deriving regionalized differentiated advertisement delivery. First, whether the user logs in or not is judged. When the user logs in, the zone switched by the last login of the user is firstly obtained, and if the zone switched by the last login of the user is not obtained, the zone where the user is registered is obtained. The logged-in region can also be switched, and the user can see the advertisement under the currently selected region.
According to the user registration information, users are divided into nine categories of purchasing units, suppliers, agency mechanisms, review experts, public resource transaction management, financial departments, administrative departments, agency mechanism full-time personnel and general temporary units. And the user belongs to the identity of the tourist under the condition of no login.
The advertiser can also set whether the advertisement is targeted when the advertisement is delivered, and the advertisement is delivered in a full coverage mode under the condition of no direction. In the case of orientation, the embodiment firstly judges whether a user logs in, and in the case of logging in, the user can accurately release the user according to a user type defined in advance; under the condition of no login, the uuid field in the cookie is obtained firstly, the uuid field is matched with the uuid subjected to data cleaning, if the matching is successful, the advertisement is released according to the user type stored in the cookie, and if the matching is not successful, the advertisement is released in the visitor identity.
Finally, presented to the user is a refined advertisement that is subject to zone-differentiated delivery and type-targeting.
Compared with the prior art, the method has the advantages that firstly, the UR L of the current page is obtained in real time in the existing scheme, only the real-time performance is achieved, and the regionalized differential advertisements are accurately delivered by obtaining the user regionalized information in real time on the basis of meeting the real-time performance;
the invention completes the part of the operation of online matching the classification model in offline, can simultaneously acquire zoning information and user type information when a user accesses the current page, saves the link of online matching, and completes the improvement of performance;
finally, the existing scheme does not list a user classification method, the invention lists ten categories of users in detail, so that the roles of all users in the government purchasing industry are covered, and the method is also a bonus item for accurate advertisement delivery. Clearly, a finer and more comprehensive classification of user types enables more accurate advertisement placement.
It can be seen that, in the embodiment, by acquiring the advertisement delivery resource data first, and then determining the corresponding delivery mode according to the setting information in the advertisement delivery resource data, wherein the delivery modes include a full coverage mode, a user type mode, and a region difference mode, different delivery modes can correspond to different crowds so as to implement high-precision advertisement delivery, and then when a user opens a target webpage, the advertisement delivery resource data is delivered according to the account information and the delivery mode of the user.
In the following, an advertisement delivery device provided by an embodiment of the present application is introduced, and an advertisement delivery device described below and an advertisement delivery method described above may be referred to in correspondence with each other.
Referring to fig. 2, fig. 2 is a schematic structural diagram of an advertisement delivery device according to an embodiment of the present application.
In this embodiment, the method may include:
an advertisement delivery obtaining module 100, configured to obtain advertisement delivery resource data;
a delivery mode determining module 200, configured to select a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the releasing mode comprises a full coverage mode, a user type mode and a zone difference mode;
and the advertisement putting module 300 is configured to put the advertisement putting resource data according to the account information and the putting mode of the user when the user opens the target webpage.
Optionally, the advertisement impression obtaining module may include:
the data construction module is used for constructing advertisement putting materials and creating an advertisement promotion plan;
and the resource acquisition module is used for taking the advertisement putting material and the advertisement promotion plan as advertisement putting resource data.
Optionally, the release mode determining module may include:
the type judging unit is used for judging whether the setting information is directionally released for the user type;
the type releasing unit is used for taking the user type mode as a releasing mode when the set information is the user type directional releasing;
a division judging unit for judging whether the setting information is a division difference delivery;
the regional throwing unit is used for taking the regional difference mode as a throwing mode when the setting information is regional difference throwing;
and the full-range launching unit is used for taking the full-coverage mode as a launching mode when the setting information is not user type directional launching or area difference launching.
Optionally, the advertisement delivery module may include:
the login judging unit is used for judging whether the user logs in when the user opens the target webpage;
the login account acquisition unit is used for acquiring account information from the login account information when the user logs in;
the cache obtaining unit is used for obtaining the account information from the cookie when the user does not log in;
and the advertisement putting unit is used for putting the advertisement putting resource data according to the account information and the putting mode.
An embodiment of the present application further provides a server, including:
a memory for storing a computer program;
a processor for implementing the steps of the advertisement delivery method as described in the above embodiments when executing the computer program.
The embodiment of the present application further provides a computer-readable storage medium, where a computer program is stored on the computer-readable storage medium, and when the computer program is executed by a processor, the steps of the advertisement delivery method according to the above embodiment are implemented.
The embodiments are described in a progressive manner in the specification, each embodiment focuses on differences from other embodiments, and the same and similar parts among the embodiments are referred to each other. The device disclosed by the embodiment corresponds to the method disclosed by the embodiment, so that the description is simple, and the relevant points can be referred to the method part for description.
Those of skill would further appreciate that the various illustrative elements and algorithm steps described in connection with the embodiments disclosed herein may be implemented as electronic hardware, computer software, or combinations of both, and that the various illustrative components and steps have been described above generally in terms of their functionality in order to clearly illustrate this interchangeability of hardware and software. Whether such functionality is implemented as hardware or software depends upon the particular application and design constraints imposed on the implementation. Skilled artisans may implement the described functionality in varying ways for each particular application, but such implementation decisions should not be interpreted as causing a departure from the scope of the present application.
The steps of a method or algorithm described in connection with the embodiments disclosed herein may be embodied directly in hardware, in a software module executed by a processor, or in a combination of the two. A software module may reside in Random Access Memory (RAM), memory, Read Only Memory (ROM), electrically programmable ROM, electrically erasable programmable ROM, registers, hard disk, a removable disk, a CD-ROM, or any other form of storage medium known in the art.
An advertisement delivery method, an advertisement delivery device, a server and a computer-readable storage medium provided by the present application are described in detail above. The principles and embodiments of the present application are explained herein using specific examples, which are provided only to help understand the method and the core idea of the present application. It should be noted that, for those skilled in the art, it is possible to make several improvements and modifications to the present application without departing from the principle of the present application, and such improvements and modifications also fall within the scope of the claims of the present application.
Claims (10)
1. An advertisement delivery method, comprising:
acquiring advertisement delivery resource data;
selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the delivery mode comprises a full coverage mode, a user type mode and a zone difference mode;
and when the user opens the target webpage, delivering the advertisement delivery resource data according to the account information of the user and the delivery mode.
2. The advertisement delivery method according to claim 1, wherein the acquiring of advertisement delivery resource data comprises:
building an advertisement putting material and creating an advertisement promotion plan;
and taking the advertisement putting material and the advertisement promotion plan as the advertisement putting resource data.
3. The advertisement delivery method according to claim 1, wherein selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data comprises:
judging whether the set information is directionally released for the user type;
when the set information is user type directional release, taking the user type mode as the release mode;
judging whether the set information is delivered in a zoning difference mode;
when the setting information is a zone difference throwing, taking the zone difference mode as the throwing mode;
and when the setting information is not the user type directional delivery or the zone difference delivery, taking the full coverage mode as the delivery mode.
4. The advertisement delivery method according to claim 1, wherein when a user opens a target web page, delivering the advertisement delivery resource data according to the account information of the user and the delivery manner includes:
when a user opens a target webpage, judging whether the user logs in;
if so, acquiring the account information from the login account information;
if not, acquiring the account information from the cookie;
and delivering the advertisement delivery resource data according to the account information and the delivery mode.
5. An advertisement delivery device, comprising:
the advertisement putting acquisition module is used for acquiring advertisement putting resource data;
the delivery mode determining module is used for selecting a corresponding delivery mode according to the setting information of the advertisement delivery resource data; the delivery mode comprises a full coverage mode, a user type mode and a zone difference mode;
and the advertisement putting module is used for putting the advertisement putting resource data according to the account information of the user and the putting mode when the user opens the target webpage.
6. The advertisement delivery apparatus according to claim 5, wherein the advertisement delivery acquisition module comprises:
the data construction module is used for constructing advertisement putting materials and creating an advertisement promotion plan;
and the resource acquisition module is used for taking the advertisement putting material and the advertisement promotion plan as the advertisement putting resource data.
7. The advertisement delivery apparatus according to claim 5, wherein the delivery mode determining module comprises:
the type judging unit is used for judging whether the setting information is directionally released for the user type;
the type releasing unit is used for taking the user type mode as the releasing mode when the setting information is the user type directional releasing;
a division judging unit for judging whether the setting information is a division difference delivery;
a zone putting unit, configured to set the zone difference mode as the putting mode when the setting information is a zone difference putting;
and the full-range launching unit is used for taking a full-coverage mode as the launching mode when the setting information is not the user type directional launching or the area difference launching.
8. The advertisement delivery apparatus according to claim 5, wherein the advertisement delivery module comprises:
a login judging unit for judging whether the user logs in when the user opens the target webpage;
a login account obtaining unit, configured to obtain the account information from login account information when the user logs in;
the cache obtaining unit is used for obtaining the account information from the cookie when the user does not log in;
and the advertisement putting unit is used for putting the advertisement putting resource data according to the account information and the putting mode.
9. A server, comprising:
a memory for storing a computer program;
a processor for implementing the steps of the advertisement delivery method as claimed in any one of claims 1 to 4 when executing said computer program.
10. A computer-readable storage medium, having stored thereon a computer program which, when being executed by a processor, carries out the steps of the advertisement delivery method according to any one of claims 1 to 4.
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