CN111985955A - Advertisement putting method and system based on reading behavior track - Google Patents

Abstract

The invention provides an advertisement putting method and system based on a reading behavior track, wherein the method comprises the following steps: s1: acquiring and storing identification information and reading behavior data of a user online; s2: analyzing reading behavior data in real time on line, and distinguishing high-quality flow users; s3: and aiming at the high-quality flow users, processing the corresponding reading behavior data in an off-line manner to generate an advertisement putting strategy of the high-quality flow users. The method and the device are used for solving the technical problems of how to effectively distinguish high-quality traffic users in the background of big data and how to accurately recommend advertisements for the users in the prior art.

Description

Advertisement putting method and system based on reading behavior track

Technical Field

The invention relates to the field of advertisement putting, in particular to an advertisement putting method and system based on a reading behavior track.

Background

With the development of internet technology, the advertisement operation mode of publishing or publishing advertisements on the internet by using advertisement banners, text links, multimedia and the like on websites and transmitting the advertisements to internet users through the network is an important means of modern marketing media strategy, and compared with the traditional four-large-size propagation media (newspaper, magazine, television, broadcast) advertisements and the outdoor advertisements which are highly accepted, the internet advertisements have the unique advantages.

At present, a representative advertisement form of internet advertisements is an electronic commerce personalized recommended advertisement, and the preferences of users can be tracked and researched, which is the advantage of internet relative to traditional media marketing and is also the basis of accurate marketing. Compared with the traditional media, the internet surfing behavior, browsing habits and registered personal information of the netizens behind each ip can be obtained and mined through technical means, advertisers have the opportunity to deeply know user behaviors and preferences through long-term accumulation and deep analysis of the contents, and the best matched advertising information is selected according to the behavior characteristics, regions, interests and the like of each user.

However, with the explosive growth of the media data scale and the rapid increase of the user scale, how to find out the users with high quality traffic from the large-scale users and how to accurately and directionally invest advertisements for each user with high quality traffic is a problem which needs to be solved urgently.

Disclosure of Invention

In view of the above drawbacks of the prior art, an object of the present invention is to provide an advertisement putting method and system based on a reading behavior track, so as to solve the technical problems in the prior art of how to effectively distinguish users with high quality traffic in a big data context and how to accurately recommend advertisements for the users.

The invention provides an advertisement putting method based on a reading behavior track, which comprises the following steps:

s1: acquiring and storing identification information and reading behavior data of a user online;

specifically, the identification information includes an IP address, a MAC address, COOKIE information, or UA information.

Specifically, the reading behavior data includes: page dwell time, page click trajectory, link access frequency, click content, and average click frequency.

S2: analyzing reading behavior data in real time on line, and distinguishing high-quality flow users;

the step S2 includes:

judging the user type according to the page staying time length and the average click rate in the reading behavior data:

and when the page staying time is longer than the preset page staying time or the average click frequency is larger than the preset click frequency threshold, judging that the user is a high-quality flow user.

S3: and aiming at the high-quality flow users, processing the corresponding reading behavior data in an off-line manner to generate an advertisement putting strategy of the high-quality flow users.

The step S3 includes:

for premium traffic users, for non-premium traffic users,

and (3) analyzing the reading behavior data offline:

and grading according to the analysis result, and reducing or shielding the pushing of the advertisement aiming at different grades.

Extracting and analyzing the click content in the reading behavior data of the user in an off-line manner;

performing word segmentation processing on the clicked content, extracting keywords and performing semantic analysis on the keywords;

and establishing an advertisement label of the high-quality flow user according to the analysis result, and carrying out advertisement pushing on the high-quality flow user according to the advertisement label.

An advertising engagement system based on a reading behavior track, the system comprising:

the information acquisition module is used for acquiring and storing identification information and reading behavior data of a user on line;

the flow user judging module is used for analyzing the reading behavior data in real time on line and distinguishing high-quality flow users;

and the advertisement putting module is used for processing the corresponding reading behavior data in an off-line manner aiming at the high-quality flow users and generating the advertisement putting strategy of the high-quality flow users.

As described above, the present invention has the following advantageous effects:

1. the method and the system accurately identify the high-quality traffic users by analyzing the behavior data of the reading behavior track of the users, the high-quality traffic users represent the authenticity of the user behavior, effective return can be obtained for the high-quality traffic users to put advertisements into the advertisements, and a large amount of advertisement cost can be saved.

2. The invention establishes the advertisement label for the user through the interests and hobbies of the user and the browsing content, and pushes the advertisement for the user according to the advertisement label, thereby providing effective requirements for the user on one hand, reducing the cost of an advertiser on the other hand, improving the profit and playing a win-win effect.

Drawings

Fig. 1 is a schematic flow chart of the invention disclosed in the embodiment of the invention.

Fig. 2 is a block diagram of the system architecture disclosed in the embodiment of the present invention.

Description of the element reference numerals

01-an information acquisition module; 02-flow user judgment module; 03-advertisement putting module.

Detailed Description

The embodiments of the present invention are described below with reference to specific embodiments, and other advantages and effects of the present invention will be easily understood by those skilled in the art from the disclosure of the present specification. The invention is capable of other and different embodiments and of being practiced or of being carried out in various ways, and its several details are capable of modification in various respects, all without departing from the spirit and scope of the present invention. It is to be noted that the features in the following embodiments and examples may be combined with each other without conflict.

It should be noted that the drawings provided in the following embodiments are only for illustrating the basic idea of the present invention, and the components related to the present invention are only shown in the drawings rather than drawn according to the number, shape and size of the components in actual implementation, and the type, quantity and proportion of the components in actual implementation may be changed freely, and the layout of the components may be more complicated.

Referring to fig. 1, the present invention provides an advertisement insertion method based on a reading behavior track, which includes the following steps: s1: acquiring and storing identification information and reading behavior data of a user online;

s2: analyzing reading behavior data in real time on line, and distinguishing high-quality flow users;

s3: and aiming at the high-quality flow users, processing the corresponding reading behavior data in an off-line manner to generate an advertisement putting strategy of the high-quality flow users.

Specifically, the identification information includes an IP address, a MAC address, COOKIE information, or UA information.

In this embodiment, step S1 first identifies the identity of the user, determines the uniqueness of the user, and keeps the information of the user in the database, and when the user logs in again using the IP address or the MAC address, the system can automatically identify the information of the user and the browsing history.

Specifically, the reading behavior data includes: page dwell time, page click trajectory, link access frequency, click content, and average click frequency.

The step S2 includes:

judging the user type according to the page staying time length and the average click rate in the reading behavior data:

and when the page staying time is longer than the preset page staying time or the average click frequency is larger than the preset click frequency threshold, judging that the user is a high-quality flow user.

The step S3 includes:

for a user with a good quality of traffic,

extracting and analyzing the click content in the reading behavior data of the user in an off-line manner;

performing word segmentation processing on the clicked content, extracting keywords and performing semantic analysis on the keywords;

and establishing an advertisement label of the high-quality flow user according to the analysis result, and carrying out advertisement pushing on the high-quality flow user according to the advertisement label.

In this embodiment, a sports tag is created for a user who frequently browses sports news, a food tag is created for a user who frequently browses food, and the like.

The step S3 further includes:

for the users with non-premium traffic,

and (3) analyzing the reading behavior data offline:

and grading according to the analysis result, and reducing or shielding the pushing of the advertisement aiming at different grades.

Specifically, the non-premium traffic users include: users who click for many times in a short time but stay for a short time are classified as secondary poor-quality flow users, and advertisement pushing is reduced for the users; and users with extremely regular or irregular page click coordinate positions are classified as first-level poor-quality flow users, and the advertisements of the users are shielded from being pushed.

The information acquisition module 01 acquires and stores identification information and reading behavior data of a user online; operable to perform step S1;

The flow user judgment module 02 is used for analyzing the reading behavior data in real time on line and distinguishing high-quality flow users, and can be used for executing the step S2;

the advertisement putting module 03 is used for processing the corresponding reading behavior data in an off-line manner aiming at the high-quality flow users and generating an advertisement putting strategy of the high-quality flow users; operable to perform step S3;

in conclusion, the invention can reduce the advertising cost of the advertiser, can pertinently push the advertisement to the users with market demands, and improves the advertising profit. Therefore, the invention effectively overcomes various defects in the prior art and has high industrial utilization value.

The foregoing embodiments are merely illustrative of the principles and utilities of the present invention and are not intended to limit the invention. Any person skilled in the art can modify or change the above-mentioned embodiments without departing from the spirit and scope of the present invention. Accordingly, it is intended that all equivalent modifications or changes which can be made by those skilled in the art without departing from the spirit and technical spirit of the present invention be covered by the claims of the present invention.

Claims (7)

1. An advertisement putting method based on a reading behavior track is characterized by comprising the following steps:

S1: acquiring and storing identification information and reading behavior data of a user online;

s2: analyzing reading behavior data in real time on line, and distinguishing high-quality flow users;

s3: and aiming at the high-quality flow users, processing the corresponding reading behavior data in an off-line manner to generate an advertisement putting strategy of the high-quality flow users.

2. The method of claim 1, wherein the identification information comprises an IP address, a MAC address, COOKIE information, or UA information.

3. The method of claim 1, wherein the reading behavior data comprises: page dwell time, page click trajectory, link access frequency, click content, and average click frequency.

4. The method according to claim 1, wherein the step S2 specifically includes:

judging the user type according to the page staying time length and the average click rate in the reading behavior data:

and when the page staying time is longer than the preset page staying time or the average click frequency is larger than the preset click frequency threshold, judging that the user is a high-quality flow user.

5. The method according to claim 1, wherein the step S3 specifically includes: aiming at the users with high flow, extracting and analyzing the click content in the reading behavior data of the users offline;

Performing word segmentation processing on the clicked content, extracting keywords and performing semantic analysis on the keywords;

and establishing an advertisement label of the high-quality flow user according to the analysis result, and carrying out advertisement pushing on the high-quality flow user according to the advertisement label.

6. The method according to claim 1, wherein the step S3 further comprises: for non-high-quality flow users, analyzing reading behavior data of the users offline:

and grading according to the analysis result, and reducing or shielding the pushing of the advertisement aiming at different grades.

7. An advertising engagement system based on a reading behavior track, the system comprising:

the information acquisition module is used for acquiring and storing identification information and reading behavior data of a user on line;

the flow user judging module is used for analyzing the reading behavior data in real time on line and distinguishing high-quality flow users;

and the advertisement putting module is used for processing the corresponding reading behavior data in an off-line manner aiming at the high-quality flow users and generating the advertisement putting strategy of the high-quality flow users.

Images