CN112651792A - System and method for selecting advertisement according to scene requirement of user - Google Patents
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Abstract
A system for selecting advertisements according to the requirements of scenes where users are located comprises a receiving module, a data analysis module, a matching bidding module and a sending module; the receiving module is used for receiving an advertisement request of a channel provider and acquiring characteristic data of a target user; the data analysis module is used for acquiring corresponding weather information, geographical position information and network type information from a network according to the information acquired by the receiving module, classifying current and future change information and finally determining main requirements for users; the matching bidding module is used for screening the advertisements to be released from the advertisements to be released according to the main requirements and the characteristic data of the users and bidding the channel traders; and the sending module is used for selecting one of the advertisement contents according to the main requirement and sending the selected advertisement content to the channel provider for display after receiving the advertisement content request sent by the channel provider. The invention improves the advertisement display effect.
Description
Technical Field
The invention relates to the technical field of internet advertisements, in particular to a system and a method for selecting advertisements according to the requirements of a scene where a user is located.
Background
In the field of internet advertising, advertisers desire to be able to deliver targeted advertisements to specific users in an effort to improve the conversion of the advertisements. For example, the invention with application number 201611148091.9 discloses an advertisement putting method based on commodity position, which comprises the following steps: acquiring advertisement information; acquiring a user position and matching the user position with a commodity position; transmitting advertisement information to a user terminal; and acquiring an access request and generating a navigation map according to the user position and the commodity shelf position. According to the invention, through acquiring the current position information of the user and matching the position of the user with the position of a merchant selling the commodity according to the collected commodity collected by the user, the user is reminded to purchase the commodity when the user is close to the merchant, so that the consumption is promoted, the advertisement putting efficiency is improved, and convenience is provided for the consumer to purchase the psychometric commodity. However, the invention is mainly based on the application scene in the market and mainly based on the fixed requirement.
The invention with application number 201611147158.7 discloses an advertisement putting method based on geographic position, which comprises the following steps: obtaining shop information and commodity information; acquiring advertisement content, associating the advertisement content with commodity information and then storing the advertisement content and the commodity information; acquiring collected commodity information, associating the collected commodity information with a user account and then storing the information; acquiring the position of a user and searching for the collected commodities of the user; and comparing the user position with the store position associated with the collected commodity. According to the invention, through acquiring the current position information of the user and matching the position of the user with the position of a merchant selling the commodity according to the collected commodity collected by the user, the user is reminded to purchase the commodity when the user is close to the merchant, so that the consumption is promoted, the advertisement putting efficiency is improved, and convenience is provided for the consumer to purchase the psychometric commodity. However, the invention needs to acquire more information of the user, and has poor adaptability.
For example, the invention with application number CN201210270273.9 discloses a network advertisement matching method, which comprises the following steps: determining location information of a user; determining a weather change attribute of a position where the user is located based on the position information of the user; and determining one or more advertisements in the advertisement pool as advertisements matched with the user according to the weather change attribute of the position where the user is located, wherein the weather change attribute is used for indicating the change condition of the image elements in the set time period. According to the method for determining the network advertisement matched with the user according to the weather change attribute of the position where the user is located, the problem that the accuracy of matching the advertisement is low due to the fact that the actual location and the actual weather change state of the user are not considered in the prior art is solved, and the advertisement with high matching degree can be selected for the user more accurately. However, the system classifies weather completely, but the system is also only suitable for popularization of a few types of advertisements, and has large influence on other types of advertisements and poor system compatibility.
The advertisement service provider can obtain little user information, generally only obtain the current user information state, but cannot obtain the past behavior data of the user, and generally has larger advertisement flow, and has larger influence on the advertisement putting effect. Therefore, there is a need for a system that can adjust the content of advertisements based on the user's needs using the user's current behavioral data, and react to the user's various needs while taking into account the benefits of advertisers beyond these features.
Disclosure of Invention
The technical problem to be solved by the invention is to provide a system and a method for selecting advertisements according to the scene requirements of a user, which can predict the potential requirements of the user by comprehensively considering the environment of the user and extracting obvious variables, select related advertisements for display and induce the user to perform related transformation.
In order to solve the technical problem, the invention provides a system for selecting advertisements according to the requirements of a scene where a user is located, which comprises a receiving module, a data analysis module, a matching bidding module and a sending module.
The receiving module is used for receiving an advertisement request of a channel provider and acquiring characteristic data of a target user; wherein the characteristic data comprises GPS information and an IP address;
the data analysis module is used for acquiring corresponding weather information, geographical position information and network type information from a network according to the information acquired by the receiving module, classifying current and future change information and finally determining main requirements for users; wherein the primary demand may be null;
the matching bidding module is used for screening the advertisements to be released from the advertisements to be released according to the main requirements and the characteristic data of the users and bidding the channel traders;
and the sending module is used for selecting one of the advertisement contents according to the main requirement and sending the selected advertisement content to the channel provider for display after receiving the advertisement content request sent by the channel provider.
As an improvement of the above scheme, the system for selecting advertisements according to the requirements of the scenes where the users are located further comprises a monitoring module for receiving the signals sent after the advertisements are displayed and recording the behaviors of the users to obtain the click number and the conversion number, so that data support can be provided for optimizing the advertisement content and the advertisement type.
In the technical scheme, the feedback of the user to the advertisement is identified by recording the behavior of the subsequent user, the feedback can be used as the basis for the settlement of the advertisement for conversion charging, can also be used as the display guidance of a CPM settlement mode, and meanwhile, the guidance strength of different main requirements on the requirements of the user can be analyzed, so that the putting precision of the system can be improved, and the feedback can be used as the basis for flow distribution.
As an improvement of the above scheme, the advertisement content refers to at least two advertisement materials which have the same bid and belong to the same advertisement subject and are suitable for different application scenes.
In the technical scheme, the advertisement content corresponds one advertisement in the traditional advertisement display to a plurality of advertisements, and has the same parameters and functions, and the difference is only that the targeted users are different. By setting a plurality of similar advertisement contents, different advertisement displays can be carried out on users with different requirements, so that the advertisement putting is refined, and the system has good compatibility with the existing system and wide application range.
As an improvement of the above scheme, the advertisement content is divided into normal advertisements and demand advertisements; the demand advertisement corresponds to the main demand, and when the advertisement content is sent, the sending module automatically selects the advertisement corresponding to the main demand to send; the normal state advertisement refers to an advertisement which is displayed when the main requirement specified by an advertiser does not exist.
In the technical scheme, the advertiser can set corresponding requirements according to the characteristics of the advertisement and design targeted advertisement materials, so that the aim of improving the advertisement effect can be fulfilled. The scheme can meet the specific display requirement of the advertisement through the demand advertisement, and the normal state advertisement meets the general requirement. Meanwhile, the advertisement requirements are more flexibly and plurally set, so that the requirements of users in various industries can be met, the adaptability is wider, the scheme is well integrated with the existing advertisement system, channel businessmen or advertisement terminals do not need to be adjusted, and only specific requirements are increased when the users set the advertisement requirements.
As an improvement of the scheme, the number of the normal advertisements is one, and the number of the demand advertisements is at least one.
In the technical scheme, the normal advertisements are required to be set, and only one normal advertisement is required. The demand advertisement can be a plurality of, but at least one, the number of the demand advertisements corresponds to the demand set by the advertiser. The scheme realizes the function of combining basic display and demand display of the advertisement, is more beneficial to management and improves the efficiency of system operation.
As an improvement of the scheme, the data analysis module obtains the weather condition of the target user in the future 7 days, and judges whether the weather condition is one of cold weather, hot weather, raining and snowing, so that the requirement of the user can be predicted in advance.
In the technical scheme, the weather change which can influence the user requirement is extracted from the weather change, and the potential requirement of the user is predicted from a plurality of changes in the weather change, so that the advertisement promotion effect can be improved. The change is carried out according to the weather condition of 7 days in the future, on one hand, the weather forecast of 7 days is accurate, and on the other hand, the change of the weather of 7 days is easy to influence the change of the demands of users, so that the targeted advertising promotion based on the change of the weather has better advertising effect. Compare in the categorised scheme of promoting of full coverage with weather, this scheme can reduce the discernment difficulty that too much pattern of advertisement brought through discerning the weather change that has stronger guide significance to the user for change by user identification when the advertisement, on the other hand only arouses the weather change of effect to having stronger demand and carries out the advertisement reaction, caters to user's demand, can improve the effect of advertisement.
As an improvement of the scheme, the data analysis module also monitors the highest air temperature and the lowest air temperature in the country, records and classifies the highest air temperature or the lowest air temperature reaching a preset value, and determines the main requirements of users in a certain temperature range.
In the technical scheme, due to the wide application of the internet, the attention of the user is not limited to the local weather condition, and the weather changes nationwide are captured by the user in the form of news, so that the attention of the user is attracted, and therefore, the potential user requirements can be better explored by extracting information nationwide with obvious sign significance. Meanwhile, the target of the advertisement must be the target customer with the advertisement, so that users in a part of regions with demands nationwide need to be delivered, and therefore, ineffective delivery is avoided.
As an improvement of the above scheme, the data analysis module determines the consumption level of the location where the user is located according to the geographical location information and the network type information, and determines the related demand as the main demand.
In the technical scheme, the factors such as weather change, altitude, current season and the like of the user can be determined according to the geographical position information of the user, and relevant advertisements such as warm keeping, cold defense, oxygen supplementation, holiday appliances and the like can be put in pertinently. According to the user network type, whether the user is in various consumption areas such as a certain market and a tourist resort can be identified, so that consumption conditions similar to grades can be recommended, a target user can be accurately identified, and accurate delivery is carried out.
Correspondingly, the invention also provides a method for selecting the advertisement according to the scene requirement of the user, which comprises the following steps.
A. Receiving an advertisement request of a channel provider by using the receiving module, and acquiring characteristic data of a target user; wherein the feature data comprises GPS information and an IP address.
In this step, an advertisement request of a user distributor is obtained, and GPS information and IP address information are extracted from the advertisement request. Because the information is the information commonly used in advertisement interaction, the difficulty of collecting the information is very low, and the method has a very wide application range.
B. The data analysis module is used for acquiring corresponding weather information, geographical position information and network type information from a network according to the information acquired by the receiving module, classifying current and future change information and finally determining main requirements for users; wherein the primary demand may be null.
In the step, the information acquired in the previous step is extracted, and the related information is acquired from the network, so that the information is effectively utilized, the potential requirements of the user are fully mined, and the purpose of delivering the advertisement according to the requirements of the user can be realized. Meanwhile, if the specific requirements do not exist in the aspects, the main requirements of the user are judged to be null, and the universal releasing rule is adopted for releasing, so that the applicability of the method is enhanced.
C. And screening the advertisements to be released from the advertisements to be released by using the matching bidding module according to the main requirements and the characteristic data of the users, and bidding the channel trader.
In the step, when the main demand of the user is empty, the matched advertisements to be released are screened out from the advertisements to be released according to the characteristic data of the user to bid. And when the main demand of the user is not empty, screening out matched advertisements to be released from the advertisements to be released according to the main demand of the user and bidding. According to whether the main demand is null or not, different advertisements to be delivered are selected for delivery, so that the advertisements can change according to the change of the demand of the user, and particularly the demand of the user based on the scene is better met.
D. After receiving the advertisement content request sent by the channel provider, the sending module is used for selecting one of the advertisement contents according to the main requirement and sending the selected advertisement content to the channel provider for displaying.
In this step, this step depends on the result of the advertisement bidding, and is not necessarily performed. And if the main demand is null, transmitting the advertisement content corresponding to the quotation. And if the main demand is not null, transmitting the advertisement content corresponding to the main demand. It should be noted that, when the main demand is empty, if the advertisement corresponding to the offer is also provided with the demand advertisement, the content of the normal advertisement is sent to be displayed.
As an improvement of the above scheme, the method for selecting the advertisement according to the requirements of the scene where the user is located further comprises the following steps.
E. The monitoring module is used for receiving the signal sent after the advertisement is displayed, and recording the behavior of the user to obtain the click number and the conversion number, so that data support can be provided for optimizing the advertisement content and type.
In this step, the step is a step that can be executed necessarily after the last step is executed. The step can obtain the effect of advertisement display, can be used for adjusting the promotion strategy of the advertisement, and particularly has important significance for adjusting the influence range of events nationwide.
The invention has the following beneficial effects.
The invention fully excavates the potential demand in the scene of the user by utilizing the position information, and improves the advertising effect. The invention only identifies the events which have important guide user requirements, and filters out common events, so that the advertisement delivery has stronger pertinence and better delivery effect. The invention is compatible with a common advertisement delivery system, does not influence the delivery effect of the traditional advertisement delivery system, and has good applicability. The invention pushes different advertisement contents to different user requirements, improves the pertinence of advertisement putting and leads the putting effect to be better.
Drawings
FIG. 1 is a schematic structural diagram of a system for selecting an advertisement according to the requirements of a scene where a user is located according to a first embodiment of the present invention.
FIG. 2 is a structural diagram of a system for selecting an advertisement according to the requirements of a scene where a user is located according to a second embodiment of the present invention.
FIG. 3 is a flowchart of a first embodiment of a method for selecting an advertisement according to the requirements of a scene where a user is located.
FIG. 4 is a flowchart of a second embodiment of a method for selecting an advertisement according to the requirements of a scene where a user is located.
Detailed Description
In order to make the objects, technical solutions and advantages of the present invention more apparent, the present invention will be described in further detail with reference to the accompanying drawings.
According to a first embodiment of the present invention as shown in fig. 1, a system for selecting advertisements according to the requirements of a scene where a user is located is provided, which comprises a receiving module 100, a data analysis module 200, a matching bid module 300 and a sending module 400.
The receiving module 100 is configured to receive an advertisement request of a channel provider and obtain feature data of a target user; wherein the feature data comprises GPS information and an IP address.
Specifically, the advertiser sends an advertisement request with the user's profile data so that the advertiser can match the appropriate advertisement. The user's profile data will typically include a GPS address, an IP address, a MAC address, browser information, etc. The receiving module 100 receives all the feature data and extracts GPS information and IP address information therefrom. If the channel provider requests the advertisement without the user information attached, the receiving module 100 inquires the channel provider about the user's feature data.
The data analysis module 200 is configured to obtain corresponding weather information, geographical location information, and network type information from a network according to the information obtained by the receiving module, classify current and future change information, and finally determine a main requirement for a user; wherein the primary demand may be null.
Specifically, the data analysis module 200 queries feature information of a scene where the user is located according to the GPS information and the IP address information. If the GPS information and the IP information are consistent, namely the positions of the GPS information and the IP information are very close to each other, and the deviation is caused by the positioning problem, the analysis and extraction are continued through the GPS positioning and the IP address. If the information deviation between the two is very large, for example, GPS shows that the position is in Shanghai, and the IP address is in Beijing, the position is judged to be a false request, and the bid is abandoned, so the system can also realize a certain anti-cheating function. For GPS information, the data analysis module 200 can directly obtain its geographic location and altitude information. The data analysis module 200 acquires weather change conditions and altitude information within 7 days in the future by using a network, and judges characteristic information of the weather change conditions according to the weather change conditions, namely whether the weather change conditions belong to one of weather cold, weather hot, raining and snowing, wherein the weather cold means that the temperature in 3 days is reduced by more than 7 ℃, the weather hot means that the temperature in 3 days is increased by more than 7 ℃, the raining means that the raining weather occurs within 3 days, and the snowing means that the snowing weather occurs within 3 days. In the above four pieces of feature information, the priority is, in order from high to low, about to snow, about to rain, weather becomes cold, and weather becomes hot. That is, if "snow soon" and "weather cold" occur at the same time, the main demand is determined as "snow soon".
The data analysis module 200 also monitors the highest air temperature and the lowest air temperature in the country, records and classifies the highest air temperature or the lowest air temperature reaching a preset value, and determines the users in a certain temperature range as main requirements. In an era with a very developed internet, attention of people is paid to not only local conditions but also national conditions, and particularly, symbolic events such as snow in the first place in 2021 year, rainfall in 50 years and the like attract attention of people, so that the method becomes a chance for popularization of related products. From another perspective, it is carefully judged whether the user is prompted for relevant consumption, although the user's attention is available because it is a nationwide event. For example, a user in Guangzhou, seeing the first snow under vintage, cannot immediately purchase cold-resistant clothing or ski equipment because the weather in Guangzhou does not have such conditions, but can be a direct source of power for purchasing the relevant equipment for a user in Beijing. Therefore, the data analysis module also defines different ranges according to the types of the events. For example, for snowing, a popularization area can be defined in the north according to the historical snowing data; for high temperature, the cooling equipment can be popularized nationwide.
The data analysis module 200 determines the consumption level of the location where the user is located according to the geographical location information and the network type information, and determines the related demand as the main demand. When the position of the user is judged to be a market, advertisements related to daily consumer goods can be pushed. When the network connected with the user is WIFI of a certain merchant, the user is presumed to consume or work in the merchant, and related advertisement content is pushed according to the type of the merchant. When the network connected with the user is a private network, the user is presumed to be at home, and the advertisement content of the home class is pushed.
And the matching bidding module 300 is configured to screen delivered advertisements from the advertisements to be delivered according to the main requirements and the feature data of the user, and bid for the channel provider.
In particular, the primary requirements are prioritized over the feature data. When the main demand of the user is not empty, the matching bidding module 300 screens out the advertisements corresponding to the main demand from the advertisements to be released, and screens out one of the advertisements to bid. The invention is not limited with respect to how the matching bids module 300 selects one of the plurality of eligible advertisements. When the main demand of the user is empty, the matching bidding module 300 screens the advertisement to be released from the advertisements to be released according to the characteristic data of the user, and bids for the channel provider. When the user's primary demand is empty, the method of the matched bid module 300 for screening advertisements may be in any form, either with bids ranked from high to low, with total revenue generated by the advertisements ranked from high to low, or in any other form. This makes this system can be with any other sequencing system perfect docking, realizes the combination of specific demand show and normal advertisement show. It should be noted that the matching bid module 300 filters out the delivered advertisements from the advertisements corresponding to the main demand. For example, if the main requirement of a user is "about to snow", the main requirement set by advertisement a is "about to snow", and the main requirement set by advertisement B is "weather getting cold", only advertisement a may be selected by the participation matching bidding module 300, and advertisement B is directly rejected because there is no corresponding main requirement "about to snow".
The sending module 400 is configured to select one of the advertisement contents according to the main requirement and send the selected advertisement content to the channel provider for display after receiving the advertisement content request sent by the channel provider.
Specifically, the advertisement content in the system refers to the advertisement material with the same advertisement delivery strategy and the same bid under the same advertiser name, and the difference is only in the application scene of promotion. The advertisement materials are divided into two types according to different popularization objects: normal advertisements and demand advertisements. Demand advertisements refer to advertising material designated by advertisers and corresponding to the primary demand of users. One advertisement may specify multiple application scenarios, and thus the same advertisement may have multiple advertisements in need. The normal state advertisement refers to advertisement materials popularized under an application scene which is not specified by an advertiser, and is the advertisement material which is most widely applied in advertisement popularization, and the number of the normal state advertisement is only one. Since the demand advertisement has the same bid as the normal advertisement and the advertisement without the main demand may also bid successfully, after the sending module 400 receives the advertisement content request sent by the channel provider, it is necessary to confirm the main demand of the user and select the advertisement material corresponding to the main demand from the plurality of advertisement materials according to the main demand and send the selected advertisement material to the channel provider.
The second embodiment of the present invention shown in fig. 2 further includes, compared to the previous embodiment:
and the monitoring module 500 is used for receiving the signal sent after the advertisement is displayed, recording the behavior of the user, and obtaining the click number and the conversion number, so that data support can be provided for optimizing the advertisement content and type.
Specifically, the advertisement material display process carries a unique identification link, and when the advertisement is clicked, the advertisement material display process jumps to the unique identification link. If the user has the downloading operation and the like, the user also has the corresponding unique identification links, and the display of the links is monitored and recorded by the monitoring module 500. According to the number of clicks, the number of conversions and the number of displays of the advertisement in one day, the daily click rate and the daily conversion rate can be calculated, and therefore the click rate and the conversion rate in a larger period can be calculated. Meanwhile, each display is uniquely corresponding to the click and conversion data, so that the click rate and the conversion rate of the display according to the user requirements can be obtained more finely, and the display effect of the user requirements can be compared with that of general display. According to the test of a certain advertisement on a certain day, the click rate of the advertisement is 9.8 percent higher than that of the conventional popularization strategy for showing users who mainly need to snow. After the main demand of the advertisement is changed from 'snow soon' to 'weather becomes cold', the click rate of the advertisement is 6.1 percent higher than that of a conventional popularization strategy, but the click number is obviously larger than that when the main demand is 'snow soon'. This is due to, on the one hand, the larger target user whose primary demand is "weather chill", resulting in a larger number of clicks, and on the other hand, the reduced click rate due to the advertisement demand of "weather chill" not being as "snowing" more exciting to the user's interest.
Accordingly, as shown in fig. 3, according to a third embodiment of the present invention, there is provided a method for selecting an advertisement according to the requirements of a scene where a user is located, which includes the following steps.
S1, receiving an advertisement request of a channel provider by using the receiving module, and acquiring characteristic data of a target user; wherein the feature data comprises GPS information and an IP address.
S2, using the data analysis module to acquire corresponding weather information, geographical position information and network type information from a network according to the information acquired by the receiving module, classifying current and future change information, and finally determining main requirements for a user; wherein the primary demand may be null.
And S3, screening the advertisements to be released from the advertisements to be released by using the matching bidding module according to the main requirements and the characteristic data of the users, and bidding the channel trader.
And S4, after receiving the advertisement content request sent by the channel provider, selecting one of the advertisement contents according to the main requirement by using the sending module, and sending the selected advertisement content to the channel provider for display.
Specifically, when a user browses a web page carrying an advertisement on a home phone, the phone requests web page contents and advertisement contents from a server of media. The request information of the mobile phone contains the characteristic data of the user, including IP address and GPS information. The transmitted user characteristic data may be different according to the browser or application, but some basic information is common to all browsers or applications, such as IP address, GPS information, terminal type, operating system, etc. The media server sends an advertisement request to a plurality of advertisers or distributors and attaches user characteristic information after receiving the advertisement request, and the distributors sends the advertisement request to a plurality of sub-channels or advertisers after receiving the advertisement request, so that the GPS information and the IP address can be obtained in step S1.
In step S2, weather information, geographical location information, and network type information corresponding to the GPS information and the IP address are identified and obtained from various databases and web interfaces on the internet, and current and future change information is classified, so as to determine the main needs for the user. Wherein the primary demand may be null.
In step S3, the advertisement is screened out and bid. All advertising bids are collected to the media server for bid comparison and the successful bid advertising is finally confirmed. The media server then makes an advertisement content request to the successful bidding channel or advertiser, and finally sends the advertisement content to the media server in step S4, and the media server displays the advertisement and the content to the end user. If the bidding fails after the bidding at step S3, step S4 is not performed any more, and step S4 is performed only when the bidding is successful.
On the other hand, when the advertiser is setting up an advertising campaign strategy, one or more of the "main needs" may be selected and matched with an advertising material for each selected "main need". The advertisement material can be a picture or a video, but the types of the advertisement materials under the same advertisement promotion strategy must be the same. Advertisers may also set more refined target user scene characteristics for advertising material, such as temperature ranges and time ranges, for promotion. If the advertiser sets the above information, the system will only "main demand" promotion among the target users matching the set scene characteristics. If the temperature range of the target user is not within the user-set range, the advertisement cannot be regarded as the same as the "main demand" of the user, and it cannot be determined as the advertisement placement in step S3. The parts which are not described in this embodiment refer to the first embodiment, and the description of the same parts is omitted here.
The fourth embodiment of the present invention as shown in fig. 4 further includes the following steps compared to the previous embodiment.
And S5, receiving the signal sent after the advertisement is displayed by using the monitoring module, and recording the behavior of the user to obtain the click number and the conversion number, thereby providing data support for the optimization of the advertisement content and type.
Specifically, the advertisement putting effect can be obtained through analysis in the step, the same advertisement putting effect according to the user requirements can be compared, the same advertisement putting effect can be transversely compared, and the advertisement promotion effect under different main requirement setting words can be compared. The parts which are not described in this embodiment refer to embodiment two, and the same parts are not described again here.
It should be noted that the users referred to in the present invention are all mobile users, so that the GPS and IP information can be acquired.
While the invention has been described in connection with what is presently considered to be the most practical and preferred embodiment, it is to be understood that the invention is not to be limited to the disclosed embodiment, but on the contrary, is intended to cover various modifications and equivalent arrangements included within the spirit and scope of the appended claims.
Claims (10)
1. A system for selecting advertisements according to the requirements of a scene where a user is located is characterized in that: the system comprises a receiving module, a data analysis module, a matching bid module and a sending module;
the receiving module is used for receiving an advertisement request of a channel provider and acquiring characteristic data of a target user; wherein the characteristic data comprises GPS information and an IP address;
the data analysis module is used for acquiring corresponding weather information, geographical position information and network type information from a network according to the information acquired by the receiving module, classifying current and future change information and finally determining main requirements for users; wherein the primary demand may be null;
the matching bidding module is used for screening the advertisements to be released from the advertisements to be released according to the main requirements and the characteristic data of the users and bidding the channel traders;
and the sending module is used for selecting one of the advertisement contents according to the main requirement and sending the selected advertisement content to the channel provider for display after receiving the advertisement content request sent by the channel provider.
2. The system for selecting advertisements based on the needs of the user's scene as recited in claim 1, further comprising:
and the monitoring module is used for receiving the signal sent after the advertisement is displayed and recording the behavior of the user to obtain the click number and the conversion number, so that data support can be provided for optimizing the advertisement content and type.
3. The system for selecting advertisement according to the requirement of the user's scene as claimed in claim 1, wherein the advertisement content refers to at least two advertisement materials having the same bid and belonging to the same advertisement subject and suitable for different application scenes.
4. The system for selecting advertisements according to the requirements of the scene where the user is located as claimed in claim 3, wherein the advertisement content is divided into normal advertisements and demand advertisements;
the demand advertisement corresponds to the main demand, and when the advertisement content is sent, the sending module automatically selects the advertisement corresponding to the main demand to send;
the normal state advertisement refers to an advertisement which is displayed when the main requirement specified by an advertiser does not exist.
5. The system as claimed in claim 4, wherein the number of normal advertisements is one and the number of demand advertisements is at least one.
6. The system as claimed in claim 1, wherein the data analysis module obtains the weather condition of the target user location for 7 days in the future, and determines whether the weather condition is one of cold weather, hot weather, raining and snowing, so as to predict the user's requirement in advance.
7. The system of claim 1, wherein the data analysis module further monitors the national top and bottom temperatures, records and classifies whether the top or bottom temperature reaches a predetermined value, and determines the user's primary needs within a certain temperature range.
8. The system of claim 1, wherein the data analysis module determines a consumption level of the location of the user according to the geographical location information and the network type information, and determines the related demand as the main demand.
9. A method for selecting advertisements according to the requirements of a scene where a user is located is characterized by comprising the following steps:
A. receiving an advertisement request of a distributor by using the receiving module of any one of claims 1-8 and acquiring the characteristic data of a target user; wherein the characteristic data comprises GPS information and an IP address;
B. using the data analysis module of any one of claims 1-8 to obtain corresponding weather information, geographical location information, network type information from the network according to the information obtained by the receiving module, and classifying current and future change information to finally determine the main requirements for the user; wherein the primary demand may be null;
C. screening advertisements to be placed from the advertisements to be placed according to the main requirements and the characteristic data of the users by using the matching bidding module according to any one of claims 1 to 8, and bidding on the channel;
D. after receiving the advertisement content request sent by the channel provider, using the sending module of any one of claims 1-8 to select one of the advertisement contents to send to the channel provider for display according to the main requirement.
10. The method of claim 9, further comprising:
E. the monitoring module of claim 2 is used for receiving the signal sent after the advertisement is displayed and recording the behavior of the user to obtain the click number and the conversion number, thereby providing data support for the advertisement content and type optimization.
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