CN114693323A - Advertisement recommendation method, advertisement platform and storage medium - Google Patents

Advertisement recommendation method, advertisement platform and storage medium Download PDF

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CN114693323A
CN114693323A CN202011591921.1A CN202011591921A CN114693323A CN 114693323 A CN114693323 A CN 114693323A CN 202011591921 A CN202011591921 A CN 202011591921A CN 114693323 A CN114693323 A CN 114693323A
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advertisement
platform
template
identity information
information
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龙苇
丁江伟
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Huawei Technologies Co Ltd
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0269—Targeted advertisements based on user profile or attribute
    • G06Q30/0271—Personalized advertisement
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F40/00—Handling natural language data
    • G06F40/10—Text processing
    • G06F40/166—Editing, e.g. inserting or deleting
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0276—Advertisement creation

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Abstract

The application relates to an advertisement recommendation method, an advertisement platform and a storage medium. The method comprises the following steps: the advertisement platform receives an advertisement request sent by an application program, wherein the advertisement request carries user identity information and/or information of the application program; responding to the advertisement request, the advertisement platform determines a template advertisement; the advertisement platform sends the user identity information and/or the information of the application program to the advertiser platform; the advertiser platform determines the advertisement content of the template advertisement according to the user identity information and/or the information of the application program; the advertiser platform sends the advertisement content to the advertisement platform; the advertisement platform fills the advertisement content into the template advertisement to generate a target advertisement; and the advertisement platform sends the target advertisement to the application program for displaying. The method and the device can reduce the abundant user data resources and computing resources required by the advertisement platform for generating the advertisement, and avoid the problem that the recommended preset advertisement lacks attraction for the user.

Description

Advertisement recommendation method, advertisement platform and storage medium
Technical Field
The present application relates to the field of information recommendation technologies, and in particular, to an advertisement recommendation method, an advertisement platform, and a storage medium.
Background
The personalized advertisement can infer the interests and the using behaviors of the user according to information such as websites or applications accessed by the user and recommend the advertisement according to the interests and the using behaviors, so that the relevance of the delivered advertisement and the user is improved, the return on investment of advertisers is further improved, better experience is provided for the user and the advertisers, and win-win effect is achieved.
At present, most advertisements are created in advance, and when an advertisement playing condition is triggered, the advertisements which are created in advance are automatically recommended to be played. For example, referring to fig. 1, when a user triggers an advertisement request, a targeted advertisement is broadcasted if the user's current location is within a preset area range (e.g., lotus mountain park). In order to create advertisements in advance, it is necessary for the advertisement platform to have a very large amount of user data. Referring to fig. 2, in order to create an advertisement in advance, the existing advertisement platform determines a seed user according to performances of other users associated with the user, such as similar attributes and the same social relationship circle, and after determining the seed user, deduces a crowd similar to the seed user through a known data representation and a user social relationship chain, thereby obtaining the advertisement interested by the user. However, it is difficult for the advertising platform to obtain application or commodity data recommended by advertisers. Furthermore, limited by the accuracy of the data analysis, advertisements created in advance are also less attractive to users.
Disclosure of Invention
In view of the foregoing, there is a need to provide an advertisement recommendation method, an advertisement platform and a computer storage medium.
In a first aspect, an embodiment of the present application provides an advertisement recommendation method, which is applied to an advertisement platform and an advertiser platform, and the method includes: the advertisement platform receives an advertisement request sent by an application program, wherein the advertisement request carries user identity information and/or information of the application program; responding to the advertisement request, the advertisement platform determines a template advertisement; the advertisement platform sends the user identity information and/or the information of the application program to the advertiser platform; the advertiser platform determines the advertisement content of the template advertisement according to the user identity information and/or the information of the application program; the advertiser platform sends the advertisement content to the advertisement platform; the advertisement platform fills the advertisement content into the template advertisement to generate a target advertisement; and the advertisement platform sends the target advertisement to the application program for displaying. The advertisement platform can generate the advertisement attractive to the user in real time by utilizing the data and the computing capacity of the advertiser platform, so that the abundant user data resources and computing resources required by the advertisement platform for generating the advertisement are reduced, and the problem that the recommended preset advertisement is not attractive to the user is avoided.
In one possible implementation, the advertisement platform determining the template advertisement includes: and the advertisement platform responds to the advertisement request, and controls a playing engine of the advertisement platform to determine at least one template advertisement from a putting unit of the advertisement platform, wherein the template advertisement is an advertisement to be filled with an advertisement picture and an advertisement file. Through the technical scheme, the playing engine of the advertisement platform can determine the template advertisement to be filled with the advertisement picture and the advertisement file from the putting unit.
In one possible implementation manner, the sending, by the advertisement platform, the user identity information and/or the information of the application program to the advertiser platform includes: the advertisement platform controls the playing engine to acquire user identity information and/or information of the application program from the advertisement request and sends the user identity information and/or the information of the application program to an advertisement creative unit of the advertisement platform; the advertisement creative unit sends the user identity information and/or the information of the application program to the advertiser platform. Through the technical scheme, the advertisement platform sends the user identity information and/or the information of the application program to the advertiser platform through the advertisement creative unit so as to obtain the advertisement content.
In a possible implementation manner, the determining, by the advertiser platform, the advertisement content of the template advertisement according to the user identity information and/or the information of the application program includes: the advertiser platform receives the user identity information and/or the information of the application program sent by the advertisement creative unit through an advertisement interface of the advertiser platform, and searches a user information database of the advertiser platform according to the user identity information and/or the information of the application program to determine the advertisement content which is related to the user identity information and is interested by the user. Through the technical scheme, the advertiser platform can determine the advertisement content related to the user identity information and interested by the user.
In one possible implementation, the advertisement platform populating the template advertisement with advertisement content to generate the target advertisement includes: the advertisement platform receives the advertisement file and/or the advertisement picture through the advertisement creative unit, fills the advertisement file into the file filling field of the template advertisement, and/or fills the advertisement picture into the picture filling field of the template advertisement to generate the target advertisement. Through the technical scheme, the advertisement platform fills the advertisement file and/or the advertisement picture sent from the advertiser platform into the template advertisement through the advertisement creative unit to generate the target advertisement.
In a second aspect, an embodiment of the present application provides an advertisement recommendation method, which is applied to an advertisement platform and an advertiser platform, and the method includes: the advertisement platform receives an advertisement request sent by an application program, wherein the advertisement request carries user identity information and/or information of the application program; in response to the advertisement request, the advertisement platform determines that a plurality of advertisements form an advertisement set, wherein the advertisement set comprises at least one template advertisement and at least one non-template advertisement; acquiring identity information of the template advertisement from the template advertisement; the advertisement platform sends the user identity information and/or the information of the application program and the identity information of the template advertisement to the advertiser platform; the advertiser platform determines the advertisement content of the template advertisement according to the user identity information and/or the information of the application program; the advertiser platform sends the advertisement content of the template advertisement and the identity information of the template advertisement to the advertisement platform; the advertisement platform fills the advertisement content into the template advertisement corresponding to the identity information of the template advertisement; the advertisement platform screens out target advertisements from the non-template advertisements and the filled template advertisements in the advertisement set according to preset rules; and the advertisement platform sends the target advertisement to the application program for displaying. The advertisement platform can generate template advertisements attractive to users in real time by utilizing the data and the computing power of the advertiser platform, and screen out target advertisements from non-template advertisements and template advertisements included in the advertisement set according to the preset rules, so that abundant user data resources and computing resources required by the advertisement platform for generating the template advertisements are reduced, and the problem that the recommended preset advertisements lack attractiveness to the users is solved.
In a possible implementation manner, the screening, by the advertisement platform, a target advertisement from the non-template advertisements and the filled template advertisements included in the advertisement set according to a preset rule includes: and taking the non-template advertisement with the highest advertisement price or the filled template advertisement as the target advertisement. Through the technical scheme, the advertisement platform can take the non-template advertisement with the highest advertisement price or the filled template advertisement as the target advertisement and show the target advertisement to the application program.
In a possible implementation manner, the screening, by the advertisement platform, a target advertisement from the non-template advertisements and the filled template advertisements included in the advertisement set according to a preset rule includes: and taking the non-template advertisement with the maximum interest degree or the filled template advertisement as the target advertisement. Through the technical scheme, the advertisement platform can take the non-template advertisement with the maximum interest degree or the filled template advertisement as the target advertisement and show the target advertisement to the application program.
In one possible implementation, the method further includes: and the advertisement platform calculates the interest degree of the non-template advertisement and the interest degree of the filled template advertisement according to the historical click times and the watching time of the non-template advertisement and the filled template advertisement. Through the technical scheme, the advertisement platform calculates the interest degrees of the non-template advertisements and the template advertisements according to the historical click times and the watching time of the template advertisements.
In one possible implementation, the advertisement platform determining that the plurality of advertisements form the advertisement set includes: the advertisement platform controls a playing engine of the advertisement platform to obtain the template advertisement from a putting unit of the advertisement platform, and obtains the non-template advertisement associated with the user identity information and/or the information of the browser application program from the non-template advertisement stored in the advertisement platform in advance. By the technical scheme, the playing engine of the advertisement platform can determine the template advertisement and the non-template advertisement of the advertisement picture and the advertisement file to be filled from the putting unit.
In one possible implementation manner, the sending, by the advertisement platform, the user identity information and/or the information of the application program and the identity information of the template advertisement to the advertiser platform includes: the advertisement platform controls the playing engine to acquire user identity information and/or information of a browser application program from the advertisement request, and acquire the identity information of the template advertisement from the putting unit; sending the user identity information and/or the information of the browser application program and the identity information of the template advertisement to an advertisement creative unit of the advertisement platform; the advertisement creative unit sends the user identity information and/or the information of the browser application program and the identity information of the template advertisement to the advertiser platform. Through the technical scheme, the advertisement platform sends the user identity information and/or the information of the application program to the advertiser platform through the advertisement creative unit so as to obtain the advertisement content.
In one possible implementation, the populating, by the advertisement platform, the advertisement content into the template advertisement corresponding to the identity information of the template advertisement includes: the advertisement platform receives the advertisement content sent by the advertiser platform through the advertisement creative unit and fills the advertisement content into the template advertisement corresponding to the identity information of the template advertisement. Through the technical scheme, the advertisement platform fills the advertisement file and/or the advertisement picture sent from the advertiser platform into the corresponding template advertisement through the advertisement creative unit to generate the target advertisement.
In a third aspect, an embodiment of the present application provides an advertisement platform, where the advertisement platform includes a memory and a processor: wherein the memory is used for storing program instructions; a processor for reading and executing program instructions stored in the memory, which when executed by the processor, cause the advertising platform to perform the method of advertisement recommendation as performed in the method of the first aspect, the second aspect and any possible design thereof.
In a fourth aspect, an embodiment of the present application provides a computer storage medium, where the computer storage medium stores program instructions, and when the program instructions are executed on an advertisement platform, the advertisement platform executes an advertisement recommendation method executed in the first aspect, the second aspect, and any possible design method thereof.
In addition, the technical effects brought by the third to fourth aspects can be referred to the description related to the methods designed in the above methods, and are not repeated herein.
Drawings
Fig. 1 is a schematic diagram illustrating that a target advertisement is triggered to be played when a current position of a user is within a preset area range.
FIG. 2 is an illustration of an advertising platform determining seed users based on social relationship chains of other users associated with the user.
Fig. 3 is a system architecture diagram of an application advertisement recommendation method according to an embodiment of the present application.
Fig. 4 is a schematic diagram of a template advertisement provided in an embodiment of the present application.
Fig. 5 is a flowchart of an advertisement recommendation method according to an embodiment of the present application.
Fig. 6A-6B are application scene diagrams of an input control method according to an embodiment of the present application.
Fig. 7 is an application scenario diagram of another advertisement recommendation method according to an embodiment of the present application. Fig. 8 is a schematic diagram of an application program displaying a targeted advertisement according to an embodiment of the present application.
Fig. 9 is a flowchart of an advertisement recommendation method according to an embodiment of the present application.
Fig. 10 is a schematic structural diagram of an advertisement platform according to an embodiment of the present application.
Detailed Description
In the following, the terms "first", "second" are used for descriptive purposes only and are not to be understood as indicating or implying relative importance or implicitly indicating the number of technical features indicated. Thus, a feature defined as "first" or "second" may explicitly or implicitly include one or more of that feature. In the description of the embodiments of the present application, words such as "exemplary" or "for example" are used to indicate examples, illustrations or illustrations. Any embodiment or design described herein as "exemplary" or "e.g.," is not necessarily to be construed as preferred or advantageous over other embodiments or designs. Rather, use of the word "exemplary" or "such as" is intended to present relevant concepts in a concrete fashion.
Unless defined otherwise, all 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. The terminology used in the description of the present application is for the purpose of describing particular embodiments only and is not intended to be limiting of the application. It should be understood that in this application, "/" means "or" means "unless otherwise indicated. For example, A/B may represent A or B. In the present application, "and/or" is only one kind of association relation describing an associated object, and means that three kinds of relations may exist. For example, a and/or B, may represent: a exists alone, A and B exist simultaneously, and B exists alone. "at least one" means one or more. "plurality" means two or more than two. For example, at least one of a, b, or c, may represent: a, b, c, a and b, a and c, b and c, a, b and c.
Referring to fig. 3, a system architecture diagram for applying an advertisement recommendation method according to an embodiment of the present application is shown. The advertisement recommendation method is applied to the electronic device 1, the advertisement platform 2 and the advertiser platform 3 to realize advertisement recommendation. In the present embodiment, the electronic device 1 includes an application program. Specifically, an application refers to various programming languages that a user may use, as well as a collection of applications programmed in various programming languages. The application may be uninstalled or installed through the electronic device 1. For example, applications may include, but are not limited to: music playing applications, video playing applications, social applications, web shopping applications, gaming applications, and the like.
In this embodiment, the electronic device 1 is in communication connection with the advertisement platform 2. For example, the electronic device 1 is in communication connection with the advertisement platform 2 through a Wi-Fi peer-to-peer communication protocol (Wi-Fi peer-to-peer), a bluetooth communication protocol, a Zigbee communication protocol, a 4G Long Term Evolution (4G-LET) communication protocol, or a 5G-New Radio protocol. The advertising platform 2 is communicatively connected to an advertiser platform 3. For example, the advertising platform 2 is communicatively coupled to the advertiser platform 3 via a 4G-LET communication protocol or a 5G New air interface (5G-New Radio) protocol. In this embodiment, the advertisement platform 2 is an advertisement provider, and is capable of providing an advertisement to an application program according to an advertisement request issued by the application program of the electronic device 1. The advertiser platform 3 is a data content provider of the advertisement, and is configured to send data content of the advertisement to the advertisement platform 2 according to the advertisement information sent by the advertisement platform 2. In particular, the advertisement platform 2 may be a single server, a cluster of servers, or a cloud server. The advertiser platform 2 may be a single server, a cluster of servers, or a cloud server. In this embodiment, the electronic device 1 may be a mobile phone, a tablet power device, a notebook computer, a computer device, a personal digital assistant, a reader, an intelligent television, and the like.
Referring to fig. 3, the advertisement platform 2 includes a delivery unit 21, a play engine 22 and an advertisement creative unit 23. In this embodiment, the delivery unit 21 is used to create the template advertisement 20. In this embodiment, the template advertisement 20 refers to an advertisement to be filled in an advertisement picture and an advertisement document, and the non-template advertisement refers to an advertisement in which the advertisement picture and the advertisement document are preset. Referring to fig. 4, a schematic diagram of a template advertisement 20 according to an embodiment of the present application is shown. The template advertisement 20 includes a picture fill field 201 and a text fill field 202. The picture fill field 201 is used to fill the advertisement picture. The document population field 202 is used to populate the advertising document.
In this embodiment, the playing engine 22 is connected to the delivering unit 21, and is configured to receive an advertisement request sent by an application program, and filter out a target advertisement in response to the advertisement request. If the target advertisement is a non-template advertisement, the playing engine 22 returns the target advertisement to the application program of the electronic device 1 for display. If the targeted advertisement is a template advertisement 20, the playback engine 22 sends the targeted advertisement to an advertisement creative unit 23 coupled to the playback engine 22. The ad creative unit 23 sends the user identity information and/or the information of the application program carried in the ad request to the advertiser platform 3. The advertisement creative unit 23 receives the advertisement copy and/or the advertisement picture sent by the advertiser platform 3 to fill the template advertisement 20, and returns the filled template advertisement 20 to the application program for displaying. In this embodiment, the advertisement creative unit 23 populates the template advertisement 20 with the advertisement copy in the copy populating field 202 and/or with the advertisement picture in the picture populating field 201.
The advertiser platform 3 includes an advertisement interface 31 and a user information database 32. The advertisement interface 31 is connected to a user information database 32. The advertisement interface 31 is configured to receive the user identity information and/or the information of the application program sent by the advertisement creative unit 23 of the advertisement platform 2, and search the user information database 32 according to the user identity information and/or the information of the application program to obtain an advertisement file and/or an advertisement picture. The ad interface 31 sends the ad copy and/or the ad picture to the ad creative unit 23.
While only one advertiser platform 3 is shown in FIG. 3, it should be noted that the advertiser platform 2 may be communicatively coupled to a plurality of advertiser platforms 3, and different advertiser platforms 3 may provide different types of advertisements, e.g., the advertiser platforms 3 belong to different types of advertisers, e.g., game developers, product vendors, etc.
Referring to fig. 5, a flowchart of an advertisement recommendation method according to an embodiment of the present application is shown. For clarity of description, in the following description of the advertisement recommendation method flow, the electronic device 1 and the application program are exemplified, for example, it is assumed that the electronic device 1 is a mobile phone and the application program is a video playing application program. Specifically, the advertisement recommendation method includes the following steps.
Step S501, the application program generates an advertisement request and sends the advertisement request to the advertisement platform 2, wherein the advertisement request carries the user identity information and/or the information of the application program.
In this embodiment, when the application triggers the trigger scenario, an advertisement request is generated, and the advertisement request is sent to the advertisement platform 2. In this embodiment, the triggering scenario of the application includes starting the application. That is, the application triggers the trigger scenario to generate the advertisement request when it is started. Referring to fig. 6A-6B, application scenarios of an advertisement recommendation method according to an embodiment of the present application are shown. Referring to fig. 6A, after the user clicks the video playing application icon on the mobile phone, the video playing application displays a start screen and starts (refer to fig. 6B), and when the video playing application starts, the video playing application triggers a trigger scene and generates an advertisement request.
In other embodiments, the triggering scenario of the application includes clicking on a control of the application. Fig. 7 is a diagram illustrating another application scenario of the advertisement recommendation method according to the embodiment of the present application. The video playback application includes a pause control 51. The user clicks the pause control 51 of the video playing application program on the mobile phone to trigger the trigger scene, and the video playing application program responds to the trigger scene to generate an advertisement request.
In this embodiment, the user identity information in the advertisement request may be user information filled when the user registers for the application program, or an account of a social application program associated with the application program. For example, the user identity information in the advertisement request may be the user identity information that was filled in when the user registered for the video playback application. Or the user identity information in the advertisement request can also be an account of a WeChat application associated with the video playing application, or an account of a QQ chat application.
In this embodiment, the information of the application includes identity information of the application and/or context information of a currently displayed page of the application. For example, the information of the video playing application includes identity information of the video playing application and/or image information of a currently displayed page of the video playing application.
In response to the advertisement request, the advertisement platform 2 determines the template advertisement 20 at step S502.
In this embodiment, the advertisement platform 2 controls the playing engine 22 to determine a template advertisement 20 from the delivering unit 21 of the advertisement platform 2 in response to the advertisement request. In this embodiment, the template advertisement 20 determined by the advertisement platform 2 is an advertisement to be recommended.
Step S503, the advertisement platform 2 acquires the user identity information and/or the information of the application program from the advertisement request, and sends the user identity information and/or the information of the application program to the advertiser platform 3.
In this embodiment, the advertisement platform 2 controls the playing engine 22 to obtain the user identity information and/or the information of the application program from the advertisement request, and sends the user identity information and/or the information of the application program to the advertisement creative unit 23, and the advertisement creative unit 23 sends the user identity information and/or the information of the application program to the advertiser platform 3. For example, the advertisement platform 2 controls the playing engine 22 to obtain the user identity information and/or the information of the video playing application program from the advertisement request, and sends the user identity information and/or the information of the video playing application program to the advertisement creative unit 23, and the advertisement creative unit 23 sends the user identity information and/or the information of the video playing application program to the advertiser platform 3.
In this embodiment, the advertisement creative unit 23 determines the advertiser platform 3 according to the type of the preset advertisement to be recommended, and sends the user identity information and/or the information of the application program to the determined advertiser platform 3. For example, when the advertisement platform 2 has a need to recommend a game advertisement to a user as an advertisement to be recommended, the advertisement creative unit 23 of the advertisement platform 2 determines the game server as the advertiser platform 3 according to the game advertisement, and sends user identification information and/or information of a video playing application program to the server of the game.
In step S504, the advertiser platform 3 determines the advertisement content of the template advertisement 20 according to the user identity information and/or the information of the application program.
In this embodiment, the advertiser platform 3 receives the user identity information and/or the information of the application program sent by the advertisement creative unit 23 of the advertisement platform 2 through the advertisement interface 31, and searches the user information database 32 according to the user identity information and/or the information of the application program to determine the advertisement content related to the user identity information and interested by the user. In this embodiment, the advertisement content includes an advertisement file and/or an advertisement picture. For example, after searching the user information database 32 according to the user identity information, the game server as the advertiser platform 3 searches "the user is a registered user of the XX game, the user has not played the game in the last week, and the user currently has 10 friends playing the game", and the game server determines an advertisement picture or an advertisement file related to and interested in the user identity information according to the searched information. For example, the advertising copy may be "10 friends are playing the game".
In step S505, the advertiser platform 3 transmits the advertisement content to the advertisement platform 2.
In this embodiment, the advertiser platform 3 sends the advertisement content to the advertisement platform 2 through the advertisement interface 31. For example, the advertiser platform 3 sends advertisement pictures and/or advertisement copy (e.g., "10 friends playing the game" as described above) to the advertisement platform 2 through the advertisement interface 31.
In step S506, the advertisement platform 2 fills the advertisement content into the template advertisement 20 to generate the target advertisement.
In this embodiment, the advertisement platform 2 receives the advertisement content sent by the advertiser platform 3 through the advertisement creative unit 23, and fills the advertisement content into the template advertisement 20. Specifically, the advertisement content includes an advertisement copy and/or an advertisement picture, and the advertisement platform 2 populates the advertisement copy in the copy populating field 202 and/or populates the advertisement picture in the picture populating field 201 through the advertisement creative unit 23 to generate the target advertisement.
In step S507, the advertisement platform 2 sends the target advertisement to the application program for display.
In this embodiment, the advertisement platform 2 sends the generated target advertisement to the application program corresponding to the identity information of the application program for display through the advertisement creative unit 23 according to the identity information of the application program. For example, referring to fig. 8, when the target advertisement is determined to be an advertisement of "10 friends are playing the game", the advertisement is sent to the application program of the electronic device 1 for display.
In the application, the advertiser platform 3 calculates the advertisement content which is related to the user identity information and is interested by the user according to the user identity information and/or the information of the application program sent by the advertiser platform 2 by using the data resource and the calculation capacity of the advertiser platform 3, the advertisement platform 2 only receives the advertisement content sent by the advertiser platform 3 and fills the advertisement content into the template advertisement 20 to generate the advertisement in real time and recommend the advertisement to the user, so that the advertisement platform 2 can generate the advertisement which has attraction to the user in real time by using the data and the calculation capacity of the advertiser platform 3, the abundant user data resource and calculation resource required by the advertisement platform 2 to generate the advertisement are reduced, and the problem that the preset advertisement is not attractive to the user is avoided. Meanwhile, the advertiser platform 3 only needs to send the advertisement content to the advertisement platform 2 to generate the advertisement, so that the problem that user data are leaked when the advertiser platform 2 accesses the user data of the advertiser platform 3 is avoided, and the user data safety of the advertiser platform 3 is guaranteed.
In other embodiments, the advertisement platform 2 may further filter out a plurality of advertisements as an advertisement set according to a request sent by the application program, determine a target advertisement (the target advertisement may be a template advertisement or a non-template advertisement) from the advertisement set, and return the target advertisement to the application program. Referring to fig. 9, a flowchart of an advertisement recommendation method according to another embodiment of the present application is provided. Next, the advertisement recommendation method of the present application is introduced by taking the electronic device 1 as a mobile phone and the application program as a browser application program. The specific flow of the advertisement recommendation method comprises the following steps.
In step S901, the application generates an advertisement request, and sends the advertisement request to the advertisement platform 2, where the advertisement request carries user identity information and/or information of the application.
For example, after a user clicks a browser application icon on a mobile phone, the browser application displays a start screen and starts the browser application, and the browser application generates an advertisement request when starting the browser application.
In other embodiments, the browser application triggers a trigger scenario every preset time after starting, and generates an advertisement request in response to the trigger scenario.
In this embodiment, the user identity information in the advertisement request may be user identity information filled in when the user registers for the browser application. Or the user identity information in the advertisement request may be an account of a WeChat application associated with the browser application, or an account of a QQ chat application.
In this embodiment, the information of the browser application includes identity information of the browser application and/or context information of a currently displayed page of the browser application.
Step S902, in response to the advertisement request, the advertisement platform 2 determines a plurality of advertisements to form an advertisement set, wherein the advertisement set includes at least one template advertisement and at least one non-template advertisement.
In this embodiment, in response to the advertisement request, the advertisement platform 2 obtains the user identity information and/or the information of the application program from the advertisement request, and determines that a plurality of advertisements form an advertisement set according to the user identity information and/or the information of the application program. For example, the advertisement platform 2 obtains the user identity information and/or the information of the browser application program from the advertisement request, and determines that a plurality of advertisements form an advertisement set according to the user identity information and/or the information of the browser application program.
In this embodiment, the advertisement platform 2 controls the playing engine 22 to obtain the template advertisement from the delivering unit 21, and obtain the non-template advertisement associated with the user identity information and/or the information of the browser application program from the non-template advertisement pre-stored in the advertisement platform 20.
In step S903, the advertisement platform 2 obtains the identity information of the template advertisement 20 from the template advertisement 20.
In step S904, the advertisement platform 2 sends the user identity information and/or the information of the application program and the identity information of the template advertisement 20 to the advertiser platform 3.
In this embodiment, the advertisement platform 2 controls the playing engine 22 to obtain the user identity information and/or the information of the browser application program from the advertisement request, and obtain the identity information of the template advertisement 20 from the delivering unit 21, and send the user identity information and/or the information of the browser application program and the identity information of the template advertisement 20 to the advertisement creative unit 23, and the advertisement creative unit 23 sends the user identity information and/or the information of the browser application program and the identity information of the template advertisement 20 to the advertiser platform 3.
In this embodiment, the advertisement creative unit 23 determines the advertiser platform 3 according to the type of the preset advertisement to be recommended, and sends the user identity information and/or the information of the application program and the identity information of the template advertisement 20 to the determined advertiser platform 3. For example, the advertisement platform 2 recommends an advertisement with a commodity type as a to-be-recommended advertisement to the user, the advertisement creative unit 23 of the advertisement platform 2 determines an e-commerce platform selling a commodity as the advertiser platform 3 according to the commodity advertisement, and sends the user identity information and/or the information of the browser application program and the identity information of the template advertisement 20 to the e-commerce platform.
In step S905, the advertiser platform 3 determines the advertisement content corresponding to the template advertisement 20 according to the user identity information and/or the information of the application program.
In this embodiment, the advertiser platform 3 receives the user identity information and/or the application program sent by the advertisement creative unit 23 of the advertisement platform 2 through the advertisement interface 31, and searches the user information database 32 according to the user identity information and/or the application program to determine the advertisement content related to the user identity information and interested by the user. For example, the e-commerce platform as the advertiser platform 3 searches "the product that the user has consumed or paid attention to and the preferential information of the product" after looking up the user information database 32 according to the user identity information, and determines the advertisement picture or the advertisement file related to and interested in the user identity information according to the searched information. For example, the advertisement picture is an advertisement picture of the commodity, and the advertisement document may be "the e-commerce platform 85 sells the commodity in discount".
In step S906, the advertiser platform 3 sends the advertisement content corresponding to the template advertisement 20 and the identity information of the template advertisement 20 to the advertisement platform 2.
In this embodiment, the advertiser platform 3 sends the advertisement content to the advertisement platform 2 through the advertisement interface 31. For example, the e-commerce platform sends the advertisement picture of the product, the advertisement copy of the "e-commerce platform 85 sells the product" and the identity information of the template advertisement 20 to the advertisement platform 2 through the advertisement interface 31.
In step S907, the advertisement platform 2 fills the advertisement content into the template advertisement 20 corresponding to the identity information of the template advertisement 20.
In this embodiment, the advertisement platform 2 receives the advertisement content sent by the advertiser platform 3 through the advertisement creative unit 23, and fills the advertisement content into the template advertisement 20 corresponding to the identity information of the template advertisement 20. For example, the advertisement platform 2 populates the pattern fill field 202 with an advertisement pattern of "the e-commerce platform 85 sells the product" and populates the picture fill field 201 with an advertisement picture of the product via the advertisement creative unit 23.
Step S908, the advertisement platform 2 screens out the target advertisement from the non-template advertisement and the filled template advertisement included in the advertisement set according to a preset rule.
In this embodiment, the screening, by the advertisement platform 2, the target advertisement from the non-template advertisements and the filled template advertisements included in the advertisement set according to the preset rule includes: and taking the non-template advertisement with the highest advertisement price or the filled template advertisement as the target advertisement. In this embodiment, the non-template advertisement and the filled template advertisement correspond to different preset advertisement prices. The advertisement platform 2 takes the non-template advertisement with the highest advertisement price or the filled template advertisement as the target advertisement according to the advertisement price.
In other embodiments, the screening, by the advertisement platform 2, the target advertisement from the non-template advertisements and the filled template advertisements included in the advertisement set according to the preset rule includes: and taking the non-template advertisement with the maximum interest degree or the filled template advertisement as the target advertisement. In this embodiment, the advertisement platform 2 calculates the interest level of the non-template advertisement and the interest level of the filled template advertisement according to the historical click times and the viewing time of the non-template advertisement and the filled template advertisement, and takes the non-template advertisement with the maximum interest level or the filled template advertisement as the target advertisement.
In step S909, the advertisement platform 2 sends the target advertisement to the application program for display.
In this embodiment, the sending, by the advertisement platform 2, the target advertisement to the application program for displaying includes: judging whether the target advertisement is a non-template advertisement or not; if the target advertisement is a non-template advertisement, sending the target advertisement to an application program corresponding to the identity information of the application program through the playing engine 22 for displaying; if the target advertisement is the filled template advertisement, the target advertisement is sent to the application program corresponding to the identity information of the application program for display through the advertisement creative unit 23.
Fig. 10 is a schematic structural diagram of an advertisement platform 2 according to an embodiment of the present application. The advertising platform 2 includes, but is not limited to: a communication unit 203, a processor 204, and a memory 205. The advertisement platform 2 is communicatively connected to the electronic device 1 and the advertiser platform 3 via the communication unit 203. In an embodiment of the present application, the advertising platform 2 may also include an advertiser platform 3. The various devices described above may be connected by one or more communication buses 206. The memory 205 is used to store one or more computer programs 207. One or more computer programs 207 are configured to be executed by the processor 204. The one or more computer programs 207 include a plurality of instructions that, when executed by the processor 204, may implement the input control method executed on the advertisement platform 2 in the above embodiments to implement the advertisement recommendation function of the advertisement platform 2.
The present embodiment further provides a computer storage medium, in which computer instructions are stored, and when the computer instructions are run on the advertiser platform 3, the advertiser platform 3 executes the relevant method steps to implement the advertisement recommendation method in the foregoing embodiments.
The present embodiment also provides a computer program product, which when running on a computer, causes the computer to execute the above related steps to implement the advertisement recommendation method in the above embodiments.
In addition, embodiments of the present application also provide an apparatus, which may be specifically a chip, a component or a module, and may include a processor and a memory connected to each other; the memory is used for storing computer execution instructions, and when the device runs, the processor can execute the computer execution instructions stored in the memory, so that the chip can execute the advertisement recommendation method in the above method embodiments.
The advertisement platform, the computer storage medium, the computer program product, or the chip provided in this embodiment are all configured to execute the corresponding method provided above, and therefore, the beneficial effects achieved by the advertisement platform, the computer storage medium, the computer program product, or the chip may refer to the beneficial effects in the corresponding method provided above, which are not described herein again.
Through the above description of the embodiments, it is clear to those skilled in the art that, for convenience and simplicity of description, the foregoing division of the functional modules is merely used as an example, and in practical applications, the above function distribution may be completed by different functional modules according to needs, that is, the internal structure of the device may be divided into different functional modules to complete all or part of the above described functions.
In the several embodiments provided in the present application, it should be understood that the disclosed apparatus and method may be implemented in other ways. For example, the above-described device embodiments are merely illustrative, and for example, the division of the module or unit is only one logical division, and there may be other divisions when actually implemented, for example, a plurality of units or components may be combined or integrated into another device, or some features may be omitted, or not executed. In addition, the shown or discussed mutual coupling or direct coupling or communication connection may be an indirect coupling or communication connection through some interfaces, devices or units, and may be in an electrical, mechanical or other form.
The units described as separate parts may or may not be physically separate, and parts displayed as units may be one physical unit or a plurality of physical units, that is, may be located in one place, or may be distributed to a plurality of different places. Some or all of the units can be selected according to actual needs to achieve the purpose of the solution of the embodiment.
In addition, functional units in the embodiments of the present application may be integrated into one processing unit, or each unit may exist alone physically, or two or more units are integrated into one unit. The integrated unit can be realized in a form of hardware, and can also be realized in a form of a software functional unit.
The integrated unit, if implemented in the form of a software functional unit and sold or used as a stand-alone product, may be stored in a readable storage medium. Based on such understanding, the technical solutions of the embodiments of the present application may be essentially or partially contributed to by the prior art, or all or part of the technical solutions may be embodied in the form of a software product, where the software product is stored in a storage medium and includes several instructions to enable a device (which may be a single chip, a chip, or the like) or a processor (processor) to execute all or part of the steps of the methods of the embodiments of the present application. And the aforementioned storage medium includes: various media capable of storing program codes, such as a usb disk, a removable hard disk, a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk, or an optical disk.
Finally, it should be noted that the above embodiments are only used for illustrating the technical solutions of the present application and not for limiting, and although the present application is described in detail with reference to the preferred embodiments, it should be understood by those skilled in the art that modifications or equivalent substitutions can be made on the technical solutions of the present application without departing from the spirit and scope of the technical solutions of the present application.

Claims (14)

1. An advertisement recommendation method is applied to an advertisement platform and an advertiser platform, and is characterized by comprising the following steps:
the advertisement platform receives an advertisement request sent by an application program, wherein the advertisement request carries user identity information and/or information of the application program;
responding to an advertisement request, the advertisement platform determining a template advertisement;
the advertisement platform sends the user identity information and/or the information of the application program to the advertiser platform;
the advertiser platform determines the advertisement content of the template advertisement according to the user identity information and/or the information of the application program;
the advertiser platform sends the advertisement content to the advertisement platform;
the advertisement platform fills the advertisement content into the template advertisement to generate a target advertisement;
and the advertisement platform sends the target advertisement to the application program for display.
2. The advertisement recommendation method of claim 1, wherein the advertisement platform determining a template advertisement comprises:
the advertisement platform responds to an advertisement request, and controls a playing engine of the advertisement platform to determine at least one template advertisement from a putting unit of the advertisement platform, wherein the template advertisement is an advertisement to be filled with an advertisement picture and an advertisement file.
3. The advertisement recommendation method of claim 2, wherein the advertisement platform sending the user identity information and/or the information of the application program to the advertiser platform comprises:
the advertisement platform controls the playing engine to acquire the user identity information and/or the information of the application program from the advertisement request and sends the user identity information and/or the information of the application program to an advertisement creative unit of the advertisement platform;
and the advertisement creative unit sends the user identity information and/or the information of the application program to the advertiser platform.
4. The advertisement recommendation method of claim 3, wherein the advertiser platform determining the advertisement content of the template advertisement according to the user identity information and/or the information of the application program comprises:
the advertiser platform receives the user identity information and/or the information of the application program sent by the advertising creative unit through an advertising interface of the advertiser platform, and searches a user information database of the advertiser platform according to the user identity information and/or the information of the application program to determine advertising content which is related to the user identity information and is interested by the user.
5. The advertisement recommendation method of claim 3, wherein the advertisement platform populating the template advertisement with the advertisement content to generate a targeted advertisement comprises:
the advertisement platform receives the advertisement file and/or the advertisement picture through the advertisement creative unit, fills the advertisement file into the file filling column of the template advertisement, and/or fills the advertisement picture into the picture filling column of the template advertisement to generate the target advertisement.
6. An advertisement recommendation method is applied to an advertisement platform and an advertiser platform, and is characterized by comprising the following steps:
the advertisement platform receives an advertisement request sent by an application program, wherein the advertisement request carries user identity information and/or information of the application program;
in response to an advertisement request, the advertisement platform determining that a plurality of advertisements form an advertisement set, wherein the advertisement set comprises at least one template advertisement and at least one non-template advertisement;
acquiring identity information of the template advertisement from the template advertisement;
the advertisement platform sends the user identity information and/or the information of the application program and the identity information of the template advertisement to an advertiser platform;
the advertiser platform determines the advertisement content of the template advertisement according to the user identity information and/or the information of the application program;
the advertiser platform sends the advertisement content of the template advertisement and the identity information of the template advertisement to the advertisement platform;
the advertisement platform fills the advertisement content into the template advertisement corresponding to the identity information of the template advertisement;
the advertisement platform screens out target advertisements from the non-template advertisements and the filled template advertisements in the advertisement set according to a preset rule;
and the advertisement platform sends the target advertisement to the application program for display.
7. The advertisement recommendation method of claim 6, wherein the advertisement platform screens out the target advertisement from the non-template advertisement and the filled template advertisement included in the advertisement set according to a preset rule, comprising:
and taking the non-template advertisement with the highest advertisement price or the filled template advertisement as a target advertisement.
8. The advertisement recommendation method of claim 6, wherein the advertisement platform screens out the target advertisement from the non-template advertisement and the filled template advertisement included in the advertisement set according to a preset rule, comprising:
and taking the non-template advertisement with the maximum interest degree or the filled template advertisement as a target advertisement.
9. The advertisement recommendation method of claim 8, further comprising:
and the advertisement platform calculates the interest degree of the non-template advertisement and the interest degree of the filled template advertisement according to the historical click times and the viewing time of the non-template advertisement and the filled template advertisement.
10. The advertisement recommendation method of claim 6, wherein the advertisement platform determining that a plurality of advertisements comprise an advertisement set comprises:
the advertisement platform controls a playing engine of the advertisement platform to obtain the template advertisement from a putting unit of the advertisement platform, and obtains the non-template advertisement associated with the user identity information and/or the information of the browser application program from the non-template advertisement stored in the advertisement platform in advance.
11. The advertisement recommendation method of claim 10, wherein the advertisement platform sending the user identity information and/or the information of the application program and the identity information of the template advertisement to the advertiser platform comprises:
the advertisement platform controls the playing engine to acquire user identity information and/or browser application program information from the advertisement request and acquire the identity information of the template advertisement from the delivery unit;
sending the user identity information and/or the information of the browser application program and the identity information of the template advertisement to an advertisement creative unit of the advertisement platform;
and the advertisement creative unit sends the user identity information and/or the information of the browser application program and the identity information of the template advertisement to the advertiser platform.
12. The advertisement recommendation method of claim 10, wherein the advertisement platform populating the template advertisement with the advertisement content corresponding to the identity information of the template advertisement comprises:
the advertisement platform receives the advertisement content sent by the advertiser platform through the advertisement creative unit and fills the advertisement content into the template advertisement corresponding to the identity information of the template advertisement.
13. An advertising platform, comprising a memory and a processor:
wherein the memory is to store program instructions;
the processor configured to read and execute the program instructions stored in the memory, and when the program instructions are executed by the processor, cause the advertisement platform to perform the advertisement recommendation method according to any one of claims 1 to 12.
14. A computer storage medium storing program instructions that, when run on an advertising platform, cause the advertising platform to perform the advertisement recommendation method of any of claims 1 to 12.
CN202011591921.1A 2020-12-29 2020-12-29 Advertisement recommendation method, advertisement platform and storage medium Pending CN114693323A (en)

Priority Applications (1)

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Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
CN202011591921.1A CN114693323A (en) 2020-12-29 2020-12-29 Advertisement recommendation method, advertisement platform and storage medium

Publications (1)

Publication Number Publication Date
CN114693323A true CN114693323A (en) 2022-07-01

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Country Link
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