CN112200614A - Advertisement text implanting and displaying method and corresponding device, equipment and medium - Google Patents
Advertisement text implanting and displaying method and corresponding device, equipment and medium Download PDFInfo
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Abstract
The application discloses an advertisement text implanting and displaying method and a corresponding device, equipment and medium thereof, wherein the control method comprises the following steps: receiving a page acquisition request initiated by a user for acquiring a read text, executing semantic analysis on the read text, and determining a semantic tag corresponding to the semantic analysis; acquiring an advertisement object associated with at least one attribute of the user and/or the reading text according to the attribute; determining an advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic tag; and implanting the advertisement text carried by the object to be implanted with the advertisement into the reading text to form a page, and pushing the page to the user to finish the response to the page acquisition request. According to the method and the device, the advertisement text is inserted into the reading text to be read by the user, the depth fusion of the advertisement text and the reading text is realized formally and semantically, the advertisement putting hit rate is improved, and the reading experience of advertisement audiences is improved.
Description
Technical Field
The present application relates to the field of computer software development technologies, and in particular, to an advertisement text embedding method, and a corresponding apparatus, device, and medium thereof, and also to an advertisement text display method, and a corresponding apparatus, device, and medium thereof.
Background
With the increasing number of internet netizens, the browsing amount of each big portal website is gradually increased nowadays. Because each big portal website provides browsing services for netizens generally free, in order to have enough funds to maintain the services to operate the website, each big portal website can be in commercial cooperation with a merchant, and the cooperation mode generally aims to improve the exposure of commodities, attract netizens to purchase commodities of the merchant, realize win-win purposes of the portal website and the merchant in commerce and the like by adding advertisements of the merchant into pages browsed by users.
Nowadays, advertisements in web pages are generally presented in the form of pictures or videos, in a business scenario, a server packages advertisement information into an independent object and implants the independent object into text in the web pages to enhance the expressive ability of the advertisements, and the advertisements are graphically and textually conveyed to users.
However, the advertisement composed of pictures or videos is very obtrusive to present in the web page, cannot be naturally integrated into the text of the web page, and has no great connection with the content browsed by the user, and the advertisement presented in this form generally occupies a large area in the text browsed by the user, thereby dispersing the attention of the user when browsing the web page, even affecting the touch interaction between the user and the web page, and affecting the browsing experience of the user, so that the advertisement presented in this form is junk information for the user, which not only does not achieve the purpose of increasing the exposure rate of the commodity, even destroys the public praise of the product in the user's mind, but also reduces the browsing amount of the network of each portal.
In view of the above problems commonly faced by the large portal websites, it is urgent to provide some effective solutions.
Disclosure of Invention
The primary object of the present application is to provide an advertisement text implanting method and a corresponding apparatus, electronic device, and non-volatile storage medium thereof, so as to construct a new webpage advertisement presentation form.
Another object of the present application is to provide an advertisement text display method and a corresponding apparatus, electronic device, and non-volatile storage medium thereof, so as to embody the effect of executing the web advertisement presentation form.
In order to meet various purposes of the application, the following technical scheme is adopted in the application:
an advertisement text implanting method adapted to one of the objects of the present application includes the steps of:
receiving a page acquisition request initiated by a user for acquiring a read text, executing semantic analysis on the read text, and determining a semantic tag corresponding to the semantic analysis;
acquiring an advertisement object associated with at least one attribute of the user and/or the reading text according to the attribute;
determining an advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic tag;
and implanting the advertisement text carried by the object to be implanted with the advertisement into the reading text to form a page, and pushing the page to the user to finish the response to the page acquisition request.
In a further embodiment, in the step of performing semantic analysis on the read text, the read text is divided according to natural paragraphs in the read text, and the semantic tags corresponding to the natural paragraphs are respectively generated for each natural paragraph;
correspondingly, with each natural paragraph as a unit, determining the advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic label.
In a preferred embodiment, when the advertisement text carried by the object to be advertised is embedded in the reading text to form a page, the advertisement text carried by the object to be advertised is embedded before or after the corresponding natural paragraph.
In further implementation, when the advertisement text carried by the object to be implanted is implanted into the reading text to form a page, the advertisement text of the object to be implanted, which has a high correlation between the advertisement text and the semantic tag, is preferentially implanted into the reading text.
In a further embodiment, when the advertisement text carried by the object to be implanted is implanted into the reading text to form a page, the ordering is performed according to a quantitative attribute carried by the object to be implanted, and preferably, the advertisement text of the object to be implanted with higher ordering is implanted into the reading text.
In some embodiments, in the step of obtaining the advertisement object associated with the attribute according to at least one attribute of the user and/or the read text, the attribute of the user is the tag information set for the user or the tag information extracted from the historical behavior data of the user/the attribute of the read text is the tag information indicating the category to which the read text belongs.
In a preferred embodiment, before the step of embedding the advertisement text carried by the advertisement object to be embedded into the reading text to form a page, the advertisement object to be embedded, which was previously embedded and pushed to the user, is deleted.
In some embodiments, in the step of implanting the advertisement text carried by the object to be implanted into the reading text to form a page, a hyperlink for accessing the corresponding advertisement object is created for the advertisement text in the reading text.
A method for displaying advertisement text adapted to the second objective of the present application, comprising the steps of:
submitting a page acquisition request about reading the text to a server;
receiving a page pushed by a server in response to the page acquisition request, wherein the page comprises the read text, the read text comprises an advertisement text implanted for an advertisement object, and the advertisement text is semantically associated with the read text;
and analyzing the page to display the reading text, so that the advertisement text contained in the reading text becomes one of paragraphs or sentences and is established with a hyperlink pointing to the access page of the advertisement object.
In a further embodiment, the reading text of the page includes a plurality of advertisement texts, and each advertisement text is semantically and correspondingly associated with a natural segment in the reading text adjacent to the advertisement text.
An advertisement text implanting device adapted to a primary object of the present application, comprising:
the semantic analysis unit is used for receiving a page acquisition request initiated by a user for acquiring a read text, executing semantic analysis on the read text and determining a semantic tag corresponding to the semantic analysis;
an object obtaining unit, configured to obtain, according to at least one attribute of the user and/or the read text, an advertisement object associated with the attribute;
the association determining unit is used for determining the advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic tag;
and the implanted object unit is used for implanting the advertisement text carried by the object to be implanted into the read text to form a page and pushing the page to the user to finish the response to the page acquisition request.
An advertisement text presentation apparatus adapted to the primary object of the present application, comprising:
the sending request unit is used for responding to a user instruction and submitting a page acquisition request about reading a text to the server;
a page receiving unit, configured to receive a page pushed by a server in response to the page obtaining request, where the page includes the read text, the read text includes an advertisement text implanted as an advertisement object, and the advertisement text and the read text are semantically associated with each other;
and the display text unit is used for analyzing the page to display the reading text, so that the advertisement text contained in the reading text becomes one of paragraphs or sentences and is established with a hyperlink pointing to the access page of the advertisement object.
An electronic device adapted to one of the objectives of the present application includes a central processing unit and a memory, wherein the central processing unit is used for invoking and running a computer program stored in the memory to execute the steps of the advertisement text implanting method/advertisement text displaying method described in the present application.
A non-volatile storage medium, which is provided to accommodate another object of the present application, stores a computer program implemented according to the advertisement text placement method/advertisement text presentation method in the form of computer readable instructions, and when the computer program is called by a computer, executes the steps included in the method.
Compared with the prior art, the application has the following advantages:
firstly, the advertisement content is presented in the form of text, one or more advertisement objects with higher relevance are implanted into the reading text of each page in combination with the advertisement object matching function constructed by each page, and through the implementation mode, the natural fusion of the advertisement content and the reading content of the user on semantics is realized, the attention of the user is not dispersed, and the thinking rhythm of the user is not disturbed easily.
Secondly, the advertisement presented in the text form can be naturally fused with the text browsed by the user in the interface presentation form, although the advertisement presented in the text form is not as good as the image of the advertisement in the picture or video form, the occupied page browsing area is simpler than that of the advertisement presented in the text form, and from the perspective of the user, the advertisement does not occupy the interface display space, does not interfere with interface touch interaction, is more humanized and easier to be accepted by the user, so that the advertisement browsing rate can be further improved, and the win-win of three parties of a portal website, a merchant and a website user can be realized.
In addition, the method and the device for determining the advertisement object determine the advertisement object by utilizing the attributes of the user and/or the read text on one hand, and perform semantic matching on the read text to be acquired by the user and the advertisement text in the advertisement object on the other hand, so that the finally determined advertisement object to be implanted not only meets the characteristics of the user, but also meets the atmosphere of the read text, the association degree among the personal information, the read text and the advertisement object of the user is strengthened, and the method and the device for determining the advertisement object help to improve the delivery hit effect of the advertisement object on potential audi.
Additional aspects and advantages of the present application will be set forth in part in the description which follows and, in part, will be obvious from the description, or may be learned by practice of the present application.
Drawings
The foregoing and/or additional aspects and advantages of the present application will become apparent and readily appreciated from the following description of the embodiments, taken in conjunction with the accompanying drawings of which:
fig. 1 is a schematic diagram of a typical network deployment architecture related to implementing the technical solution of the present application;
FIG. 2 is a schematic flow chart diagram of an exemplary embodiment of an advertisement text placement method of the present application;
FIG. 3 is a functional block diagram of an exemplary embodiment of an advertisement text placement device of the present application;
FIG. 4 is a schematic flow chart diagram illustrating an exemplary embodiment of a method for presenting advertisement text according to the present application;
FIG. 5 is a schematic view of a reading page of the present application after the reading text is embedded with advertisement text;
fig. 6 is a functional block diagram of an exemplary embodiment of an advertisement text presentation apparatus of the present application.
Detailed Description
Reference will now be made in detail to embodiments of the present application, examples of which are illustrated in the accompanying drawings, wherein like or similar reference numerals refer to the same or similar elements or elements having the same or similar function throughout. The embodiments described below with reference to the drawings are exemplary only for the purpose of explaining the present application and are not to be construed as limiting the present application.
As used herein, the singular forms "a", "an", "the" and "the" are intended to include the plural forms as well, unless the context clearly indicates otherwise. It will be further understood that the terms "comprises" and/or "comprising," when used in this specification, specify the presence of stated features, integers, steps, operations, elements, and/or components, but do not preclude the presence or addition of one or more other features, integers, steps, operations, elements, components, and/or groups thereof. It will be understood that when an element is referred to as being "connected" or "coupled" to another element, it can be directly connected or coupled to the other element or intervening elements may also be present. Further, "connected" or "coupled" as used herein may include wirelessly connected or wirelessly coupled. As used herein, the term "and/or" includes all or any element and all combinations of one or more of the associated listed items.
It will be understood by those within the art that, unless otherwise defined, all terms (including technical and scientific terms) used herein have the same meaning as commonly understood by one of ordinary skill in the art to which this application belongs. It will be further understood that terms, such as those defined in commonly used dictionaries, should be interpreted as having a meaning that is consistent with their meaning in the context of the prior art and will not be interpreted in an idealized or overly formal sense unless expressly so defined herein.
As will be appreciated by those skilled in the art, "client," "terminal," and "terminal device" as used herein include both devices that are wireless signal receivers, which are devices having only wireless signal receivers without transmit capability, and devices that are receive and transmit hardware, which have receive and transmit hardware capable of two-way communication over a two-way communication link. Such a device may include: cellular or other communication devices such as personal computers, tablets, etc. having single or multi-line displays or cellular or other communication devices without multi-line displays; PCS (Personal Communications Service), which may combine voice, data processing, facsimile and/or data communication capabilities; a PDA (Personal Digital Assistant), which may include a radio frequency receiver, a pager, internet/intranet access, a web browser, a notepad, a calendar and/or a GPS (Global Positioning System) receiver; a conventional laptop and/or palmtop computer or other device having and/or including a radio frequency receiver. As used herein, a "client," "terminal device" can be portable, transportable, installed in a vehicle (aeronautical, maritime, and/or land-based), or situated and/or configured to operate locally and/or in a distributed fashion at any other location(s) on earth and/or in space. The "client", "terminal Device" used herein may also be a communication terminal, a web terminal, a music/video playing terminal, such as a PDA, an MID (Mobile Internet Device) and/or a Mobile phone with music/video playing function, and may also be a smart tv, a set-top box, and the like.
The hardware referred to by the names "server", "client", "service node", etc. is essentially an electronic device with the performance of a personal computer, and is a hardware device having necessary components disclosed by the von neumann principle such as a central processing unit (including an arithmetic unit and a controller), a memory, an input device, an output device, etc., a computer program is stored in the memory, and the central processing unit calls a program stored in an external memory into the internal memory to run, executes instructions in the program, and interacts with the input and output devices, thereby completing a specific function.
It should be noted that the concept of "server" as referred to in this application can be extended to the case of a server cluster. According to the network deployment principle understood by those skilled in the art, the servers should be logically divided, and in physical space, the servers may be independent from each other but can be called through an interface, or may be integrated into one physical computer or a set of computer clusters. Those skilled in the art will appreciate this variation and should not be so limited as to restrict the implementation of the network deployment of the present application.
Referring to fig. 1, the hardware basis required for implementing the related art embodiments of the present application may be deployed according to the architecture shown in the figure. The server 80 is deployed at the cloud end, and serves as a front-end application server, and is responsible for further connecting a related data server, a video streaming server, and other servers providing related support, so as to form a logically associated server cluster to provide services for related terminal devices, such as a smart phone 81 and a personal computer 82 shown in the figure. Both the smart phone and the personal computer can access the internet through a known network access mode, and establish a data communication link with the cloud server 80 so as to run a terminal application program related to the service provided by the server. In the related technical solution of the present application, the smart phone 81 or the personal computer (collectively referred to as a terminal device or a local device) may receive the page sent by the server 80, and the terminal device parses and executes the page through the browser, runs the application program in the page, and implements interaction with the server.
The terminal device of the application is provided with a related operating system, such as an IOS (operating system), an HMS (grand Mongolian language), an Android and other operating systems providing equivalent functions, under the support of the operating system, data communication can be performed between the server and the terminal device through a communication link agreed with each other, application programs developed for the operating systems can also run normally in the terminal device, and human-computer interaction and remote interaction are realized through the terminal device.
Of course, the server and the terminal device involved in the architecture of the present application can both access the public network and perform various data communications and interactions with other communication objects.
The application program of the present application is generally referred to as an application program running on an electronic device such as a server or a terminal device, and the application program implements the related technical solution of the present application in a programming manner, and a program code of the application program can be saved in a non-volatile storage medium that can be identified by a computer in the form of a computer executable instruction, and is called into a memory by a central processing unit to run, and the related apparatus of the present application is constructed by running the application program on the computer.
The person skilled in the art will know this: although the various methods of the present application are described based on the same concept so as to be common to each other, they may be independently performed unless otherwise specified. In the same way, for each embodiment disclosed in the present application, it is proposed based on the same inventive concept, and therefore, concepts of the same expression and concepts of which expressions are different but are appropriately changed only for convenience should be equally understood.
Referring to fig. 2, an advertisement text implanting method according to the present application is executed by an application program on a server side, and in an exemplary embodiment, the method includes the following steps:
step S11, receiving a page acquisition request initiated by a user to acquire a read text, performing semantic analysis on the read text, and determining a semantic tag corresponding to the semantic tag:
the page acquisition request is a request sent to the server after the user triggers an event for acquiring the read text, so that the server is triggered to execute the advertisement text implantation method constructed by the application, a new page containing the corresponding read text is generated and sent to the browser or the application program of the user for display.
After receiving a page acquisition request sent by a user, the server acquires the read text specified by the page acquisition request from a corresponding database or other servers according to relevant parameters which are contained in the page acquisition request and used for indicating the read text to be acquired, so that the server performs semantic analysis on the read text and determines the semantic tag corresponding to the read text.
And the server extracts key words from the read text specified by the page acquisition request by calling a semantic analysis program so as to determine one or more semantic tags in the read text. The semantic analysis technique used in detail is known to those skilled in the art, and can be implemented by using various known algorithms without affecting the implementation of the present application. For the present application, it is sufficient to determine the semantic tag as long as the applicable semantic analysis program is sufficient to extract the keyword with a high occurrence channel from the read text, or extract the keyword as a sentence backbone, etc. to represent the semantic included in the read text to a certain extent.
In an exemplary semantic analysis principle, some candidate semantic tags may be provided in advance, after a semantic analysis program performs word segmentation on the read text, a known term weighting () method is used to obtain term weight, and then a certain threshold value is used as a boundary, so as to extract keywords in the read text, match the keywords with the candidate semantic tags, and determine the semantic tags corresponding to the keywords with higher matching degree as the semantic tags corresponding to the read text. The types of the candidate semantic tags can be planned in advance as: the types of dining, talking, body building, surveying, singing and the like are used for representing relevant scenes related to the reading text so as to define a scene type expressed by the reading text; as another example, the type of semantic tag may also be formulated as: red wine, paint, ink, pencil, etc., for characterizing items involved in reading text, such as this type, cannot be detailed.
It should be understood by those skilled in the art that, in the reality of the current artificial intelligence developing and evolving, the semantic analysis technology is changing day by day, and therefore, the semantic analysis means applicable to the present application can adopt not only other embodiments that are not cited in the present application, but also other semantic analysis means developed in the future, in addition to the above examples. In any case, as long as the requirements of the application can be met, the semantic analysis-based processing is performed on the read text imported by the application, and finally, a semantic analysis program for determining semantic tags semantically associated with the read text imported by the application can be called by the server of the application so as to determine the semantic tags required by the application.
When the semantic analysis is performed on the read text, the full-text integral analysis can be performed on the whole read text in the page, and the segmented analysis can also be performed on the whole read text. For example, in one embodiment, the semantic analysis program may divide natural paragraphs in the read text, perform semantic analysis on each natural paragraph in the read text, and generate the semantic tags corresponding to the natural paragraphs, so that in the subsequent step, the server may determine the advertisement objects to be implanted according to the association between the advertisement texts carried by a plurality of advertisement objects and the semantic tags specified by each natural paragraph by taking each natural paragraph as a unit, and implant the advertisement texts carried by the objects to be implanted into the read text to form a page, and the implantation positions of the advertisement texts carried by the objects to be implanted are before or after the corresponding natural paragraphs, and the page formed by this embodiment shows the advertisement texts more targeted, starting from the semantics of each paragraph, so that the advertisement texts are more naturally integrated into the read text, the method has the advantages that the content of the reading text is enriched, so that the user can remember the content of the advertisement text in a hidden and tacit manner in the process of browsing and reading the text, the exposure of advertisement commodities is enhanced, the area of the advertisement text occupied by the user browsing page in the page is reduced by the sectional advertisement text implantation mode, and the phenomenon that the reading rhythm is disturbed by mistaken touch of the user in the browsing process is prevented.
Step S12, obtaining an advertisement object associated with at least one attribute of the user and/or the reading text:
for the purpose of obtaining the advertisement object, the server obtains the advertisement object associated with the attributes according to the attributes such as the personal information of the user and the type of the designated reading text included in the page obtaining request, so as to complete the preliminary advertisement object matching.
The advertisement object is suitable for describing any type of advertisement content, aims to uniformly manage various different types or various advertisements from different sources, and can realize the standardization of different advertisements by constructing various different advertisements into the advertisement object with a uniform format. The standardized advertisement object is described by various attributes, the content indicated by the attributes generally comprises the name of the advertisement object, an access link of the advertisement object, advertisement text carried by the advertisement object and the like, and further comprises some information such as the weight of the advertisement object being accessed, the price of the accessed payment and the like, which can be flexibly determined. The data related to the advertising object is stored in the database, so that the server can query and obtain the data, particularly obtain the advertising text and the access link and the like in the data according to the needs of the application, and then implant the advertising text and the access link carried by the advertising object into the reading text. The advertisement text can be advertisement words commonly used by advertisers or special text specially written for implementing the technology of the application; the access link is adapted to lead to a detail access page so that the user can read various specific information encapsulated by the corresponding advertisement object itself in the detail access page.
Preferably, the special text generally refers to advertisement abstract text for expressing merchant commodities, which can be different from traditional advertisement words in the form of a slogan or slogan, and the special text can be personalized and customized by an advertisement publisher or can be automatically generated by a server of the application.
The automatic generation of the special text can be automatically generated by the server according to other various information packaged by the advertisement object, namely the material information of the advertisement object, so as to be used as the advertisement text; the material information can also comprise information such as description, classification, use, manufacturer and the like of the advertisement commodity, so that the server can be more facilitated to accurately generate corresponding advertisement texts according to the information.
The server can pull the advertisement material information from the corresponding database at regular time, and generate or update corresponding advertisement texts for each advertisement object so as to optimize the advertisement texts implanted into the reading texts, and prevent the user from browsing the same advertisement texts for multiple times and influencing the reading experience of the user.
Each advertisement object carries an attribute which is helpful for improving the matching degree of the advertisement object and the reading text as the advertisement attribute, the advertisement attribute can be used for indicating the type of the advertisement object, such as household appliances, food, games, toys and the like, and can also be used for indicating the target population suitable for the advertisement object, and can be divided from the age stage, such as children, young people, middle-aged people and the like, or can be divided from the gender, and can also be divided from the occupation, such as doctors, lawyers, programmers and the like, the advertisement attribute can be flexibly designed by the skilled person as long as the advertisement attribute is helpful for being associated with the attributes of the user and the reading text.
The attribute of the user may be essentially personal information of the user, and may be tag information set by the user, the user may set the information through options provided by a related page, for example, setting information such as sex, age, and hobby of the user as the tag information, and the tag information may also be tag information extracted by the server according to historical behavior data of the user, for example, historical behaviors such as a type related to a page browsed by the user in history or a historical shopping record of the user on an e-commerce platform as the tag information of the user.
The attribute of the reading text may refer to tag information of a category to which the reading text belongs, the category of the tag information includes, for example, news, travel, food, investigation, comedy, and the like, and each reading text usually has at least one attribute, for example, regarding the reading text of which the category is food news, the tag information included therein includes "food" and "news". It should be noted that the tag information of the read text is not identical to the semantic tag, the tag information is preset according to the type of the read text and does not need to be determined through semantic analysis, and the tag information mainly acts on the step and does not form an implementation element of the subsequent step.
The server queries and acquires an advertisement object associated with the tag information in a database storing the advertisement object according to at least one attribute disclosed above of the user or the read text, such as tag information related to hobby types of the user and type tag information to which the read text belongs, and determines at least one advertisement object belonging to the user or the read text, that is, the tag information and the attribute in the advertisement object, such as the advertisement attribute, are subjected to condition matching, semantic matching or precise matching so as to determine the advertisement object. For example, when the tag information of the user includes gender of male, age of 12 years, hobby of game, and food, the advertisement attribute includes the advertisement object of food, game, teenager is associated with the attribute of the user; for another example, when the tag information of the read text is a food or a travel, the advertisement object having the advertisement attribute including food or outdoor articles is associated with the read text. Of course, the server can also perform the aforementioned various matching according to the tag information (attribute) of the user and the read text at the same time, so as to ensure that the advertisement object associated with the tag information is more accurately queried and obtained in the database for storing the advertisement object. As for the relevant matching means for obtaining the advertisement objects related to the attributes by using the attributes (tag information) of the user and the read text, the means including condition matching, semantic matching, precise matching and the like are all the techniques grasped by the technical personnel in the art, and the technical personnel in the technical field can be flexibly applied according to the requirements of the actual application scene, and cannot be detailed, in short, by implementing the step, at least one advertisement object for being delivered to the read text is determined. Of course, in some cases, after this step is performed, a plurality of the advertisement objects may be obtained, and these advertisement objects may also be put into the reading text together.
Step S13, determining the advertisement object to be implanted according to the relevance between the advertisement text carried by the advertisement object and the semantic label:
in order to ensure that the finally implanted advertising objects have pertinence relative to the read text and scientifically and reasonably control the number of the implanted advertising objects, the advertising objects to be implanted need to be determined according to the association degree between the acquired advertising text carried by the advertising objects and the semantic tags to which the read text belongs.
The specific implementation manner of the association between the advertisement text carried by the advertisement object and the semantic tag is that the server performs semantic analysis on the advertisement text carried by the advertisement object and the semantic tag to calculate the similarity between the advertisement text and the semantic tag, that is, the association, and determines an advertisement weight value used for representing the similarity between the advertisement object and the read text, for example, when the server performs semantic analysis on the advertisement text carried by the advertisement object and the semantic tag to calculate that the similarity between the advertisement text carried by the advertisement object and the semantic tag is 30%, the advertisement weight value of the advertisement object is 3.
After a plurality of advertisement objects are optimized in the previous step, the association degree between the advertisement objects and the semantic tags of the reading text is calculated by utilizing the advertisement text in the current step, therefore, a plurality of advertisement texts (advertisement objects) with different advertisement weight values are possible corresponding to each semantic tag, at this time, only the advertisement object with the maximum advertisement weight value is selected and placed corresponding to each semantic tag to be taken as the advertisement object to be implanted, so that only the advertisement text of the advertisement object is referred and inserted into the reading text.
If the reading text only needs to insert the advertisement text corresponding to one advertisement object, and the reading text is provided with a plurality of semantic tags and a plurality of advertisement objects, in this case, each semantic tag and each advertisement object form a one-to-many relationship, and all have an advertisement weight value, and the plurality of semantic tags and the plurality of advertisement objects form a many-to-many relationship, and the data records related to the relationships all have corresponding advertisement weight values, and only one target advertisement object, in this case, the corresponding advertisement object can be selected as the advertisement object to be implanted according to the advertisement with the largest weight value, and the corresponding advertisement text can be inserted into the reading text by referring. For this case, the referenced advertisement text may be inserted before or after the beginning or end of the reading text, or some natural segment therein. As for the insertion of the advertisement object into the read text, the advertisement object is inserted in units of natural paragraphs, and in the same way, the advertisement text with the largest advertisement weight value corresponding to the natural paragraph only needs to be selected and applied to each natural paragraph.
If the advertisement texts corresponding to a plurality of advertisement objects need to be inserted in the reading text, the advertisement objects can be preferably selected as the advertisement objects to be implanted by taking the natural paragraphs as units according to the previous mode, the advertisement objects with the highest advertisement weight value and the rated number are selected according to the number to be inserted, and the advertisement texts are inserted into the reading text.
In addition, in other embodiments, a person skilled in the art may flexibly design other quantitative attributes for representing the association degree between the advertisement text carried by the advertisement object and the semantic tag, as long as the server further prefers the advertisement object to be implanted according to the quantitative attributes. Preferably, the quantitative attribute can be used as an auxiliary means to further improve the accurate matching degree between the advertisement text and the reading text on the basis of semantic matching, and particularly, when the advertisement weight values of two advertisement objects are the same, the additional quantitative attribute can play a role of preferably selecting one of the advertisement texts and the reading text. For example, the quantified attributes represent bids by advertising publishers, and higher bidders may be given priority. In order to scientifically control the number of the advertisement objects and implant a proper advertisement object aiming at the semantic tag of the read text, a specified weight value can be preset, and when the advertisement weight value of the advertisement object is greater than or equal to the specified weight value, the server determines the advertisement object as the advertisement object to be implanted.
Step S14, implanting the advertisement text carried by the object to be implanted into the read text to form a page, and pushing the page to the user to complete the response to the page acquisition request:
and after determining all the objects to be implanted with the advertisements, the server implants the advertisement texts carried by the objects to be implanted with the advertisements into the reading texts to form a page so as to push the page to the terminal equipment of the user sending the page acquisition request, so that the reading texts with the advertisement texts implanted are displayed in the page of the user.
In order to avoid repeated putting, in one embodiment, before the server puts the advertisement text carried by the advertisement object to be planted into the reading text to form a page, the advertisement object to be planted, which was previously planted and pushed to the user, is deleted; the server can inquire whether the advertisement text carried by the advertisement object to be implanted determined by the user is stored in the database according to the historical advertisement text implanted by the user, delete the advertisement object to be implanted stored in the database, prevent the advertisement text read by the user from appearing in the page repeatedly, avoid the user from disgusting commodities of the advertisement text which appears repeatedly, and ensure the reading experience of the user.
In an exemplary embodiment, the server implants the determined advertisement text carried by each object to be implanted with the advertisement text into the reading text, the advertisement text is implanted into the reading text in the form of paragraphs, so that the damage to the structure and the context of the reading text due to the implantation of the advertisement text is reduced to the maximum extent, and the position of each advertisement text implanted into the reading text takes the paragraphs of the reading text as intervals, namely, at most one advertisement text exists before or after the paragraphs of the reading text, thereby preventing the occurrence of multiple sections of advertisement texts, disturbing the narration rhythm of the reading text and damaging the reading experience of a user.
In one embodiment, when the server implants the advertisement text carried by the to-be-implanted advertisement object into the reading text to form a page, the advertisement text of the to-be-implanted advertisement object with higher association between the advertisement text and the semantic tag is preferentially implanted into the reading text, as described above, the association may be referred to by an advertisement weight value, that is, the to-be-implanted advertisement object with higher advertisement weight value is preferentially implanted into the reading text, so as to strengthen the association between the implanted advertisement text and the user and the reading text, and prevent the advertisement text which does not conform to the user or the reading text from being implanted into the reading text, so that the user feels a violation when browsing the page.
In another embodiment, in order to effectively process each advertisement object to be implanted into the reading text, when the server implants the advertisement text carried by the advertisement object to be implanted into the reading text to form a page, the page is sorted according to a quantitative attribute carried by the advertisement object to be implanted, and for certain business consideration, the quantitative attribute can also be a priority level established according to business cooperation of a portal website and a merchant; preferably, the advertisement text with higher rank of the advertisement object to be implanted is implanted into the reading text, the contact between the advertisement text carried by the advertisement object to be implanted and the user and the reading text is deepened, and the association degree between the advertisement object to be implanted and the reading text is further utilized.
In another embodiment, the server is divided according to the natural paragraphs in the read text, semantic analysis is performed on each natural paragraph in the read text, and semantic tags corresponding to the natural paragraphs are respectively generated, that is, each natural paragraph has a respective object to be advertised, the advertisement text carried by the object to be advertised is embedded before or after the corresponding natural paragraph, and at most one advertisement text exists before or after each natural paragraph, the advertisement text displayed by the page formed by the embodiment is more targeted, and the advertisement text is more naturally integrated into the read text from the semantics of each paragraph, so as to enrich the content of the read text, so that the user can memorize the content of the advertisement text in a latent manner in the process of browsing the read text, so as to enhance the exposure of the advertisement goods, and the sectional type advertisement text implantation mode can reduce the area of the advertisement text occupying the page browsed by the user in the page, and prevent the user from mistakenly touching and disturbing the reading rhythm in the browsing process, thereby dislocating the advertisement object appearing in the browsing page.
In one embodiment, in step S14, a hyperlink for accessing its corresponding advertisement object is created for the advertisement text in the reading text, so that the user can conveniently access the detailed page of the product indicated by the advertisement text when reading the advertisement text, the user can more fully understand the detailed information of the product and purchase the product, and the page also has the capability of providing a reach e-commerce service for the user, and provides a one-stop shopping service for the user.
And after finishing implanting the advertisement text carried by the object to be implanted into the reading text to form a page, the server pushes the page to the terminal equipment of the user sending the page acquisition request, so as to finish the response to the page acquisition request. After a user obtains a reading text reading page containing the advertisement text, the information to be transmitted by the advertisement text can be received in the reading process.
Further, an advertisement text placement device of the present application can be constructed by functionalizing the steps of the method disclosed in the above embodiments, and according to this idea, please refer to fig. 3, wherein in an exemplary embodiment, the device includes:
and the semantic analysis unit 11 is configured to receive a page acquisition request initiated by a user for acquiring a read text, perform semantic analysis on the read text, and determine a semantic tag corresponding to the semantic analysis.
And an object acquiring unit 12, configured to acquire an advertisement object associated with at least one attribute of the user and/or the read text according to the attribute.
And the association determining unit 13 is configured to determine an advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic tag.
And the implanted object unit 14 is used for implanting the advertisement text carried by the object to be implanted into the read text to form a page, and pushing the page to the user to complete the response to the page acquisition request.
Referring to fig. 4, an application program on a user side is responsible for implementing the advertisement text display method of the present application, and the advertisement text display method has a corresponding relationship with the advertisement text implantation method of the present application, and in an exemplary embodiment, the method includes the following steps:
step S21, submitting a page display request for reading text to the server:
when a user opens a new page, a user instruction is generated, and an application program is triggered to submit a page display request about reading a text to a server so as to acquire the new page for browsing. The pages acquired by the user are sometimes related in front and back, for example, an electronic book or a next page in a long text, and the application processes the advertisement text by taking the read text of one page as an integral object.
Step S22, receiving a page pushed by the server in response to the page obtaining request, where the page includes the read text, the read text includes an advertisement text implanted for an advertisement object, and the advertisement text is semantically associated with the read text:
according to the advertisement text implanting method, after the server implants the advertisement text carried by the object to be implanted with the advertisement into the reading text to form a page, the page is pushed to the user terminal equipment sending the page acquisition request, so that the terminal equipment can display the page.
Referring to fig. 5, the page includes a read text in which an advertisement text 800 is embedded, and the advertisement text 800 is semantically associated with the read text, and compared with the current page advertisement display mode, the advertisement text display mode is naturally integrated with the read text browsed by the user, so that an abrupt advertisement is prevented from appearing in the page and affecting the browsing experience of the user, and the advertisement text display mode occupies a smaller page area, is not easy to interrupt the reading rhythm of the user, and reduces the probability of a user touching the page by mistake.
In one embodiment, the read text of the page includes a plurality of advertisement texts, each advertisement text is semantically and correspondingly associated with one natural paragraph in the read text adjacent to the advertisement text, as described above, when the server implants the advertisement text in units of each natural paragraph in the read text, when the advertisement text is displayed in the page on the user side, the semantics of the advertisement text are associated with the semantics of the natural paragraph adjacent to the advertisement text, so that the user is less likely to perceive the existence of the advertisement text when browsing the read text, the content of the advertisement text is remembered in a hidden manner, and the exposure of the goods advertised by the advertisement text is improved.
Step S23, parsing the page to display the reading text, making the advertisement text contained in the reading text become one of the paragraphs or sentences and establishing a hyperlink pointing to the access page of the advertisement object:
as described above, the server creates a hyperlink for accessing the corresponding advertisement object for the advertisement text in the reading text, the user side analyzes the advertisement text in the reading text included in the page after receiving the page sent by the server, so as to establish the hyperlink of the advertisement text, the user can conveniently access the detailed page of the advertisement object of the advertisement text, and know the information of the commodity indicated by the advertisement object in detail, the hyperlink can be provided for the user to purchase the service of the commodity, and the user can purchase the commodity indicated by the advertisement text of the hyperlink on the local platform or other third-party e-commerce platforms through the hyperlink.
Further, an advertisement text display apparatus of the present application can be constructed by functionalizing the steps in the methods disclosed in the above embodiments, according to this idea, please refer to fig. 6, wherein in an exemplary embodiment, the apparatus includes:
a sending request unit 21, configured to submit a page obtaining request for reading a text to a server in response to a user instruction;
a page receiving unit 22, configured to receive a page pushed by a server in response to the page obtaining request, where the page includes the read text, the read text includes an advertisement text implanted for an advertisement object, and the advertisement text is semantically associated with the read text;
a display text unit 23, configured to parse the page to display the reading text, so that the advertisement text included in the reading text becomes one of the paragraphs or sentences and is established as a hyperlink pointing to the access page of the advertisement object.
Further, to facilitate the implementation of the present application, the present application provides an electronic device, which includes a central processing unit and a memory, where the central processing unit is configured to invoke and run a computer program stored in the memory to perform the steps of the advertisement text implanting method/advertisement text displaying method in the foregoing embodiments.
It can be seen that the memory is suitable for adopting a nonvolatile storage medium, the aforementioned method is implemented as a computer program and installed in an electronic device such as a mobile phone or a computer, the related program code and data are stored in the nonvolatile storage medium of the electronic device, and further the program is executed by a central processing unit of the electronic device and is called from the nonvolatile storage medium to a memory for execution, so as to achieve the desired purpose of the present application. Therefore, it is understood that in an embodiment of the present application, a non-volatile storage medium may be further provided, in which a computer program implemented according to the various embodiments of the advertisement text implanting method/advertisement text presenting method is stored, and when the computer program is called by a computer, the computer program executes the steps included in the method.
To sum up, the advertisement object is inserted into the reading text to be read by the user in the form of the advertisement text, so that the depth fusion of the advertisement text and the reading text is realized in form and semanteme, the advertisement putting hit rate is improved, and the reading experience of advertisement audiences is improved.
As will be appreciated by one skilled in the art, the present application includes apparatus that are directed to performing one or more of the operations, methods described herein. These devices may be specially designed and manufactured for the required purposes, or they may comprise known devices in general-purpose computers. These devices have computer programs stored in their memories that are selectively activated or reconfigured. Such a computer program may be stored in a device (e.g., computer) readable medium, including, but not limited to, any type of disk including floppy disks, hard disks, optical disks, CD-ROMs, and magnetic-optical disks, ROMs (Read-Only memories), RAMs (Random Access memories), EPROMs (Erasable Programmable Read-Only memories), EEPROMs (Electrically Erasable Programmable Read-Only memories), flash memories, magnetic cards, or optical cards, or any type of media suitable for storing electronic instructions, and each coupled to a bus. That is, a readable medium includes any medium that stores or transmits information in a form readable by a device (e.g., a computer).
It will be understood by those within the art that each block of the block diagrams and/or flowchart illustrations, and combinations of blocks in the block diagrams and/or flowchart illustrations, can be implemented by computer program instructions. Those skilled in the art will appreciate that the computer program instructions may be implemented by a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, implement the aspects specified in the block or blocks of the block diagrams and/or flowchart illustrations disclosed herein.
Those of skill in the art will appreciate that the various operations, methods, steps in the processes, acts, or solutions discussed in this application can be interchanged, modified, combined, or eliminated. Further, other steps, measures, or schemes in various operations, methods, or flows that have been discussed in this application can be alternated, altered, rearranged, broken down, combined, or deleted. Further, steps, measures, schemes in the prior art having various operations, methods, procedures disclosed in the present application may also be alternated, modified, rearranged, decomposed, combined, or deleted.
The foregoing is only a partial embodiment of the present application, and it should be noted that, for those skilled in the art, several modifications and decorations can be made without departing from the principle of the present application, and these modifications and decorations should also be regarded as the protection scope of the present application.
Claims (12)
1. An advertisement text implanting method, characterized by comprising the steps of:
receiving a page acquisition request initiated by a user for acquiring a read text, executing semantic analysis on the read text, and determining a semantic tag corresponding to the semantic analysis;
acquiring an advertisement object associated with at least one attribute of the user and/or the reading text according to the attribute;
determining an advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic tag;
and implanting the advertisement text carried by the object to be implanted with the advertisement into the reading text to form a page, and pushing the page to the user to finish the response to the page acquisition request.
2. The method of claim 1, wherein:
in the step of performing semantic analysis on the read text, dividing the read text according to natural paragraphs in the read text, and generating the semantic label corresponding to each natural paragraph;
correspondingly, with each natural paragraph as a unit, determining the advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic label.
3. The method according to claim 1 or 2, wherein when the advertisement text carried by the advertisement object to be implanted is implanted into the reading text to form a page, the advertisement text carried by the advertisement object to be implanted is implanted before or after the corresponding natural paragraph.
4. The method according to claim 1, characterized in that when the advertisement text carried by the advertisement object to be implanted is implanted into the reading text to form a page, the advertisement text of the advertisement object to be implanted, which has a higher association degree between the advertisement text and the semantic tag, is preferentially implanted into the reading text.
5. The method according to claim 1, characterized in that when the advertisement text carried by the advertisement object to be implanted is implanted into the reading text to form a page, the advertisement text is ranked according to a quantitative attribute carried by the advertisement object to be implanted, and preferably the advertisement text of the advertisement object to be implanted with higher rank is implanted into the reading text.
6. The method of claim 1, wherein the step of embedding the advertisement text carried by the advertisement object to be embedded into the reading text to form a page is preceded by the step of deleting the advertisement object to be embedded, which was previously embedded and pushed to the user.
7. An advertisement text display method is characterized by comprising the following steps:
submitting a page acquisition request about reading the text to a server;
receiving a page pushed by a server in response to the page acquisition request, wherein the page comprises the read text, the read text comprises an advertisement text implanted for an advertisement object, and the advertisement text is semantically associated with the read text;
and analyzing the page to display the reading text, so that the advertisement text contained in the reading text becomes one of paragraphs or sentences and is established with a hyperlink pointing to the access page of the advertisement object.
8. The method of claim 7, wherein the reading text of the page comprises a plurality of advertisement texts, and each advertisement text is semantically and correspondingly associated with a natural paragraph in the reading text adjacent to the advertisement text.
9. An advertisement text placement device, comprising:
the semantic analysis unit is used for receiving a page acquisition request initiated by a user for acquiring a read text, executing semantic analysis on the read text and determining a semantic tag corresponding to the semantic analysis;
an object obtaining unit, configured to obtain, according to at least one attribute of the user and/or the read text, an advertisement object associated with the attribute;
the association determining unit is used for determining the advertisement object to be implanted according to the association degree between the advertisement text carried by the advertisement object and the semantic tag;
and the implanted object unit is used for implanting the advertisement text carried by the object to be implanted into the read text to form a page and pushing the page to the user to finish the response to the page acquisition request.
10. An advertisement text presentation device, comprising:
the sending request unit is used for submitting a page acquisition request related to the reading text to the server;
a page receiving unit, configured to receive a page pushed by a server in response to the page obtaining request, where the page includes the read text, the read text includes an advertisement text implanted as an advertisement object, and the advertisement text and the read text are semantically associated with each other;
and the display text unit is used for analyzing the page to display the reading text, so that the advertisement text contained in the reading text becomes one of paragraphs or sentences and is established with a hyperlink pointing to the access page of the advertisement object.
11. An electronic device comprising a central processor and a memory, wherein the central processor is configured to invoke execution of a computer program stored in the memory to perform the steps of the advertisement text placement method according to any one of claims 1 to 6; or to carry out the steps of the advertisement text presentation method according to any one of claims 7 to 8.
12. A nonvolatile storage medium storing the advertisement text placement method according to any one of claims 1 to 6; or the advertisement text presentation method according to any one of claims 7 to 8, the computer program, when invoked by a computer, performing the steps comprised by the respective method.
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