201030652 六、發明說明 【發明所屬之技術領域】 本發明涉及電腦網路技術領域，特別是涉及一種廣告 - 展現方法、裝置和系統。 * 【先前技術】 隨著我國電子商務進入快速增長期，作爲大多數網站 # 收入支撐的網路廣告的市場規模在2007年已達到70億元 ，並保持高速的增長率。網路廣告投放策略的優化，可以 在提高網站主的流量收益的同時，增強廣告主的推廣效果 。隨著網站特別是中小網站數量的激增，如何能讓海量的 各種類型網頁和各種位置的廣告位提高其自身價値是優化 的關鍵。 由於網頁內容和網頁品質的不同，瀏覽者關注網頁時 間的長短有很大的差別。如果瀏覽者在頁面停留時間過短 ® ，將導致頁面承載的廣告無法進入瀏覽者視野。而有些優 質流量的網頁品質較好、內容充實，使得瀏覽者在頁面停 留時間較長，如果在這段時間內，瀏覽者看到的都是同一 個廣告，對網站主的收益和廣告主的推廣效果都是很大的 損失。 現有技術中，通過簡單的輪播廣告來提高網站主收益 。這種簡單的輪播廣告機械地面向單一頁面，同一瀏覽者 打開站點的很多頁面看到的廣告可能都是同一組廣告。如 果瀏覽者瀏覽時間過短，每次只能看到第一個輪播的廣告 -5- 201030652 。這樣造成了各個廣告間播放頻率的失衡’同時弓丨& · 瀏覽者的抵觸心理。因此，這種簡單的輪播廣告對胃 站主的流量收益和增強廣告主的推廣效果的作用有μ ° 【發明內容】 \ 本發明提供一種廣告展現方法和裝置’解決7廣告展 ^ 現過程中推廣內容不能及時更新的問題，提高了推廣內容201030652 VI. Description of the Invention [Technical Field] The present invention relates to the field of computer network technologies, and in particular, to an advertisement-presentation method, apparatus and system. * [Previous Technology] As China's e-commerce enters a period of rapid growth, the market size of online advertising, which is supported by most websites # income, has reached 7 billion yuan in 2007, and maintains a high growth rate. The optimization of the online advertising strategy can enhance the promotion effect of advertisers while improving the traffic revenue of the website owner. With the proliferation of websites, especially small and medium-sized websites, how to increase the price of various types of web pages and various positions of advertisements is the key to optimization. Due to the difference in webpage content and webpage quality, the length of time that viewers pay attention to webpages varies greatly. If the viewer stays on the page for too short ® , it will cause the ads hosted by the page to be inaccessible to the viewer. Some high-quality web pages have better quality and rich content, which makes the viewers stay longer on the page. If during this time, the viewers see the same advertisement, the revenue of the website owner and the advertiser’s The promotion effect is a big loss. In the prior art, the main revenue of the website is improved by a simple carousel advertisement. This simple carousel is mechanically oriented to a single page, and many of the pages that the same viewer opens to the site may see the same set of ads. If the viewer's browsing time is too short, only the first carousel ad -5 - 201030652 will be seen at a time. This creates an imbalance in the frequency of playback between advertisements. At the same time, the viewers are in conflict. Therefore, the effect of the simple carousel advertisement on the traffic revenue of the stomach station owner and the promotion effect of the advertiser is μ ° [Summary] The present invention provides an advertisement display method and device 'solving the 7 advertisement exhibition process The promotion content cannot be updated in time, and the promotion content is improved.
對受眾的覆蓋率。 G 爲達到上述目的，本發明一方面提出一種廣告展現方 法，包括以下步驟： 展現當前廣告； 判斷所述當前廣告是否完全展現，如果所述當前廣告 完全展現，則向廣告引擎請求展現下一廣告； 如果所述當前廣告沒有完全展現，則添加所述當前廣 告的標識到優先展現廣告資訊中。 另一方面，本發明提出一種廣告展現裝置’包括： © 展現模組，用於展現廣告； 判斷模組，用於判斷所述展現模組展現的所述當前廣 告是否完全展現； 請求模組，用於在所述判斷模組判斷所述當前廣告完 全展現之後，向廣告引擎請求展現下一廣告； 第一添加模組，用於在所述檢測模組檢測到所述瀏覽 器關閉所述當前廣告所在的頁面之後，添加所述當前廣告 的標識到優先展現廣告資訊中。 -6 - 201030652 再一方面，本發明還提出一種廣告展現系統，包括： 廣告展現裝置，用於展現廣告，判斷當前廣告的展現 情況，向廣告引擎發送展現請求； - 廣告引擎，用於接收所述廣告展現裝置發送的所述展 . 現請求，執行廣告展現演算法，向所述廣告展現裝置分配 廣告。 所述廣告引擎，具體包括： φ 接收模組，用於接收所述廣告展現裝置發送的所述展 現請求； 運算模組，用於根據所述接收模組接收的所述展現請 求執行廣告展現演算法； 發送模組，用於根據所述運算模組的運算結果，向所 述廣告展現裝置發送所述展現請求的回饋資訊。 本發明中，因爲採用了優化的廣告展現策略，從而， 提高了推廣內容對受眾的覆蓋率，增強了廣告主的推廣效 # 果，提高了網站主的流量收益。 【實施方式】 下面結合附圖和實施例，對本發明的具體實施方式作 進一步詳細描述：如圖1所示，爲本發明實施例一中廣告 展現系統結構圖，包括： 廣告展現裝置110，設置於用戶終端I1中，用於展現 廣告，判斷當前廣告的展現情況，通過網路13向伺服器 12中的廣告引擎120發送廣告展現請求。 201030652 廣告展現裝置110，展現在上一次廣告展現請求中請 求到的當前廣告，並判斷當前廣告是否完全展現，在當前 廣告完全展現時，通過網路13向廣告引擎120請求展現 下一廣告。 · 廣告引擎120，用於通過網路13接收用戶終端11中 、 的廣告展現裝置11〇發送的展現請求，執行廣告展現演算 法，向廣告展現裝置110分配廣告。 廣告引擎120，設置於存放廣告的伺服器12中。在通 過網路13接收到用戶終端11中的廣告展現裝置11〇發送 的廣告展現請求時，廣告引擎120根據接收到的廣告展現 請求的內容，執行廣告展現演算法，然後，根據運算結果 向廣告展現裝置110分配廣告。 廣告引擎120，具體包括： 接收模組121，用於通過網路13接收廣告展現裝置 1 10發送的展現請求。 廣告展現裝置1 ίο發送的展現請求包含近期展現過的 〇 廣告資訊和優先展現廣告資訊，供廣告引擎120使用。 運算模組122，用於根據接收模組121接收的展現請 求執行廣告展現演算法。 運算模組122將得到的優先展現廣告資訊加入到廣告 展現演算法中，並分配一定的權重，保證優先展現廣告一 定的展現槪率。同樣地，運算模組22 2將近期展現過的廣 告資訊加入到廣告展現演算法中，適當減少這些廣告短時 間內被再次展現的槪率。 -8 - 201030652 . 展現廣告的演算法由多方面因素決定，包括當前頁面 內容、用戶點擊來源、當前網站類別、瀏覽者屬性等等多 個影響因數。瀏覽器的資訊同樣以影響因數的形式加入到 ' 演算法中，並通過不斷的回歸優化，使其影響達到最佳程 ^ 度。 發送模組123，用於根據運算模組122的運算結果， 向廣告展現裝置110發送展現請求的回饋資訊。 • 發送模組123根據廣告展現演算法的結果，向廣告展 現裝置110發送展現請求的回饋資訊，以完成廣告的分配 。展現請求的回饋資訊中包括即將展現的廣告完全展現所 需時長資訊，對於視頻或動態廣告，當前廣告完全展現所 需時長爲當前廣告完整播放一次的時間，對於圖片文字等 靜態廣告形式，會有一個默認的時長。如果瀏覽器是第一 次訪問載有該廣告引擎提供的廣告的網頁時向廣告引擎發 送展現請求，展現請求的回饋資訊中還會包括該廣告引擎 • 對該瀏覽器設置的標識。該標識以Cookie (小型文字檔案 )形式永久駐留在瀏覽器中，作爲瀏覽器身份的認證，瀏 覽器訪問任何展現當前廣告的頁面時，都會被廣告引擎感 知。 如圖2所示，爲本發明實施例一中廣告展現裝置結構 圖，包括： 展現模組210，用於展現廣告。 判斷模組220，用於判斷展現模組210展現的當前廣 告是否完全展現。 -9- 201030652 請求模組230，用於在判斷模組220判斷當前廣告完 全展現之後，向廣告引擎請求展現下一廣告。 廣告引擎設置於存放廣告的伺服器端。在接收到用戶 端發送的廣告展現請求時，廣告引擎根據接收到的廣告展 < 現請求的內容，執行廣告展現演算法，然後，根據運算結 i 果向用戶端分配廣告。 第一添加模組240，用於在判斷模組220判斷當前廣 告沒有完全展現之後，添加當前廣告的標識到優先展現廣 @ 告資訊中。 刪除模組250，用於在判斷模組220判斷當前廣告完 全展現之後，將當前廣告的標識從優先展現廣告資訊中刪 除。 存儲模組260，用於存儲請求模組230請求到的廣告 〇 記錄模組270，用於記錄請求模組230請求到的廣告 的標識。 Θ 廣告引擎向用戶端分配廣告後，存儲模組260存儲廣 告引擎分配的廣告，供展現模組210展現；記錄模組2 70 記錄上述廣告的標識，供第一添加模組240、第二添加模 組280和刪除模組250調用。記錄模組270的功能可以由 Cookie來實現。 第二添加模組280，用於在判斷模組220判斷當前廣 告完全展現之後，添加當前廣告的標識到近期展現過的廣 告資訊中。 -10- 201030652 ^ 上述請求模組2 3 0具體包括： 收集子模組23 1，用於收集瀏覽器的資訊。 生成子模組232，用於根據收集子模組231收集的澳| ^ 覽器的資訊生成展現請求；其中，瀏覽器的資訊，具體包 ， 括：近期展現過的廣告資訊和優先展現廣告資訊。 發送子模組23 3，用於向廣告引擎發送生成子模糸且 232生成的展現請求。 φ 接收子模組234，用於接收廣告引擎返回的對展現請 求的回饋資訊》 如圖3所示，爲本發明實施例一中廣告展現方法流程 圖，包括以下步驟： 步驟3 0 1，展現當前廣告。 用戶通過瀏覽器訪問當前廣告所在的網頁，瀏覽器是 用戶訪問網頁時使用的用戶端程式，當前廣告通過瀏覽器 展現在用戶訪問的當前網頁上。 • 步驟302，判斷當前廣告是否完全展現。如果當前廣 告完全展現，則執行步驟303。如果當前廣告沒有完全展 現，執行步驟304。 在瀏覽器中，可通過JavaScript new Date ()語句獲 取用戶端作業系統當前時間，獲取精度精確到毫秒。如果 獲取的當前時間與當前廣告開始展現的時間之間的差値大 於或等於當前廣告的時長，則判斷當前廣告已完全展現； 如果獲取的當前時間與當前廣告開始展現的時間之間的差 値小於當前廣告的時長，則判斷當前廣告沒有完全展現。 -11 - 201030652 在請求展現當前廣告時，廣告引擎會返回當前廣告的時長 * 資訊，對於視頻或動態廣告，當前廣告的時長爲當前廣告 完整播放一次的時間，對於圖片文字等靜態廣告形式，會 有一個默認的時長。判斷動作的執行時間，是在請求到的 . 當前廣告返回後等待一個當前廣告的時長時，和瀏覽器關 _ 閉當前廣告所在頁面時。 步驟3 03，向廣告引擎請求展現下一廣告。 在瀏覽器瀏覽網頁的過程中，廣告引擎會記錄每個pv ❿ (page view，頁面瀏覽量）的瀏覽時間，對於平均pv瀏 覽時間較長的網頁，可以向廣告引擎請求多個廣告備用， 請求到的多個廣告的資訊存儲在存儲模組中。當前廣告完 全展現後，由廣告頁面的JavaScript在隱藏當前廣告的同 時，展現下一廣告。 在沒有備用廣告或備用廣告展現完畢的情況下，可使 用 Ajax技術非同步向廣告引擎請求下一廣告，即在不刷 新當前頁面的情況下，使用各種瀏覽器都內置的 ❹ xmlHttpRequest物件，發送http請求，http請求資料返回 後會觸發JavaScript的一個事件，JavaScript將下一廣告 展現出來。 步驟304»添加當前廣告的標識到優先展現廣告資訊 中。 在向廣告引擎請求到當前廣告後，會記錄當前廣告的 標識。如果瀏覽器關閉當前廣告所在的頁面，而當前廣告 沒有完全展現時，會添加當前廣告的標識到優先展現廣告 -12- 201030652 資訊中。在瀏覽器以後的瀏覽中，廣告引擎將當前廣 標識以優先展現廣告資訊的身份加入到廣告展現演算 ，並分配一定的權重，以保證當前廣告優先展現。 • 任何瀏覽過展現當前廣告的頁面的瀏覽器，廣告 . 都會設置一個唯一的標識以Cookie形式永久駐留在 器中，作爲瀏覽器身份的認證，瀏覽器訪問任何展現 廣告的頁面時，都會被廣告引擎感知。 φ 如圖4所示，爲本發明實施例一中廣告展現具體 方式流程圖，包括以下步驟： 步驟401，展現模組展現當前廣告。 步驟402，判斷模組判斷當前廣告是否完全展現 果當前廣告完全展現，則執行步驟404。如果當前廣 有完全展現，執行步驟403。 步驟403，第一添加模組添加當前廣告的標識到 展現廣告資訊中。 ® 瀏覽器關閉當前頁面時，如果當前廣告沒有完全 ，則進行Cookie操作，添加當前廣告的標識到優先 廣告資訊中。Cookie的動作寫在廣告所在內置框 iframe)的視窗（window)物件的 onunload事件 onunload 事件是定義在 W3C ( World Wide Consortium，萬維網聯盟）的HTML 4·01規範中的標 置事件，該事件會在用戶改變當前頁面或框架中的文 觸發，主流瀏覽器均提供支援該事件。 步驟404，刪除模組將當前廣告的標識從優先展 告的 法中 引擎 瀏覽 .,、r，, -> A. 當則 實現 。如 告沒 優先 展現 展現 架（ 中， Web 準內 檔時 現廣 -13- 201030652 告資訊中刪除。 > 步驟405，第二添加模組添加當前廣告的標識到近期 展現過的廣告資訊中。 當前廣告完全展現後，進行Cookie操作，由刪除模 . 組將當前廣告的標識從優先展現廣告資訊中刪除，由第二 - 添加模組添加當前廣告的標識到近期展現過的廣告資訊中 〇 步驟406，收集子模組收集廣告位元資訊和瀏覽器的 ❹ 資訊。 瀏覽器的資訊包括瀏覽器的標識、近期展現過的廣告 資訊和優先展現廣告資訊。 步驟407，生成子模組根據上述資訊生成下一廣告展 現請求。 近期展現過的廣告資訊和優先展現廣告資訊記錄在瀏 覽器的Cookie裏，並自動地包含在生成子模組生成的下 一廣告展現http請求的請求頭Header檔中，以供廣告引 ❿ 擎在以下步驟中使用。 步驟408，發送子模組向廣告引擎發送下一廣告展現 請求。 步驟409，廣告引擎向接收子模組返回對下一廣告展 現請求的回饋資訊。 廣告引擎處將得到的優先展現廣告資訊加入到廣告展 現演算法中，並分配一定的權重，保證優先展現廣告一定 的展現槪率。同樣地，廣告引擎將近期展現過的廣告資訊 -14- 201030652 . 加入到廣告展現演算法中’適當減少這些廣告短 再次展現的槪率。 引擎展現廣告的演算法由多方面因素決定， - 頁面內容、用戶點擊來源、當前網站類別、瀏覽者 . 等多個影響因數。瀏覽器的資訊同樣以影響因數的 入到演算法中，並通過不斷的回歸優化，使其影響 佳程度。 φ 展現請求的回饋資訊中包括即將展現的廣告完 所需時長資訊，對於視頻或動態廣告，當前廣告完 所需時長爲當前廣告完整播放一次的時間，對於圖 等靜態廣告形式，會有一個默認的時長。如果瀏覽 一次訪問載有該廣告引擎提供的廣告的網頁時向廣 發送展現請求，展現請求的回饋資訊中還會包括該 擎對該瀏覽器設置的標識。該標識以Cookie形式 留在瀏覽器中，作爲瀏覽器身份的認證，瀏覽器訪 Φ 展現當前廣告的頁面時，都會被廣告引擎感知。 步驟410，接收子模組接收廣告引擎對下一廣 請求的回饋資訊。 步驟411，存儲模組存儲下一廣告。 步驟412，記錄模組記錄下一廣告的標識。 記錄模組記錄請求到的廣告的標識，用於在以 驟中’將該廣告的標識添加到瀏覽器資訊中，或是 器資訊中刪除。 步驟413，展現模組展現下一廣告。 間內被 括當前 屬性等 形式加 達到最 全展現 全展現 片文字 器是第 告引擎 廣告引 永久駐 問任何 告展現 後的步 從瀏覽 -15- 201030652 展現模組展現請求到的廣告，隨後開始判斷上述廣告 是否完全展現，並依次執行上述一系列的步驟。 如圖5所示，爲本發明實施例二中廣告展現系統結構 圖’包括： 廣告展現裝置510,設置於用戶終端51中，用於展現 廣告，判斷當前廣告的展現情況，通過網路53向伺服器 52中的廣告引擎520發送廣告展現請求。 廣告展現裝置510，展現在上一次廣告展現請求中請 求到的當前廣告，並判斷當前廣告是否完全展現，在當前 廣告完全展現時，通過網路53向廣告引擎520請求展現 下一廣告。 廣告引擎520，用於通過網路53接收用戶終端51中 的廣告展現裝置510發送的展現請求，執行廣告展現演算 法，向廣告展現裝置510分配廣告。 廣告引擎520，設置於存放廣告的伺服器52中。在通 過網路53接收到用戶終端51中的廣告展現裝置510發送 的廣告展現請求時，廣告引擎520根據接收到的廣告展現 請求的內容，執行廣告展現演算法，然後，根據運算結果 向廣告展現裝置510分配廣告。 廣告引擎520，具體包括： 接收模組521，用於通過網路53接收廣告展現裝置 5 1 0發送的展現請求。 廣告展現裝置510發送的展現請求包含近期展現過的 廣告資訊和優先展現廣告資訊，供廣告引擎520使用。 201030652 運算模組522’用於根據接收模組521接收的展現請 求執行廣告展現演算法。 運算模組5 2 2將得到的優先展現廣告資訊加入到廣告 展現演算法中’並分配一定的權重’保證優先展現廣告— * 定的展現槪率。同樣地，運算模組522將近期展現過的廣 告資訊加入到廣告展現演算法中，適當減少這些廣告短時 間內被再次展現的槪率。 φ 展現廣告的演算法由多方面因素決定’包括當前頁面 內容、用戶點擊來源、當前網站類別、瀏覽者屬性等等多 個影響因數。瀏覽器的資訊同樣以影響因數的形式加入到 演算法中，並通過不斷的回歸優化，使其影響達到最佳程 度。 發送模組5 23，用於根據運算模組522的運算結果， 向廣告展現裝置510發送展現請求的回饋資訊。 發送模組523根據廣告展現演算法的結果，向廣告展 # 現裝置510發送展現請求的回饋資訊，以完成廣告的分配 。展現請求的回饋資訊中包括即將展現的廣告完全展現所 需時長資訊，對於視頻或動態廣告，當前廣告完全展現所 需時長爲當前廣告完整播放一次的時間，對於圖片文字等 靜態廣告形式’會有一個默認的時長。如果瀏覽器是第一 次訪問載有該廣告引擎提供的廣告的網頁時向廣告引擎發 送展現請求’展現請求的回饋資訊中還會包括該廣告引擎 對該瀏覽器設置的標識。該標識以Cookie形式永久駐留 在瀏覽器中，作爲瀏覽器身份的認證，瀏覽器訪問任何展 -17- 201030652 現當前廣告的頁面時，都會被廣告引擎感知。 如圖6所示，爲本發明實施例二中廣告展現裝置結構 圖，包括： 第一添加模組610，用於添加當前廣告的標識到優先 展現廣告資訊中。 展現模組620，用於展現使用第一添加模組610添加 標識的當前廣告。 判斷模組630，用於判斷展現模組620展現的當前廣 告是否完全展現。 請求模組640，用於在判斷模組630判斷當前廣告完 全展現之後，向廣告引擎請求展現下一廣告。 廣告引擎是用於存放廣告的伺服器端》在接收到用戶 端發送的廣告展現請求時，廣告引擎根據接收到的廣告展 現請求的內容，執行廣告展現演算法，然後，根據運算結 果向用戶端分配廣告。 删除模組65 0，用於在判斷模組63 0判斷當前廣告完 全展現之後，將當前廣告的標識從優先展現廣告資訊中刪 除。 存儲模組660，用於存儲請求模組640請求到的廣告 〇 記錄模組670，用於記錄請求模組640請求到的廣告 的標識。 廣告引擎向用戶端分配廣告後，存儲模組660 告引擎分配的廣告，供展現模組620展現；記錄模，組67〇 201030652 記錄上述廣告的標識，供第一添加模組610、第二添加模 組6 80和刪除模組6 5 0調用。記錄模組670的功能可以由 Cookie來實現。 第二添加模組680，用於在判斷模組63 0判斷當前廣 告完全展現之後，添加當前廣告的標識到近期展現過的廣 告資訊中。 上述請求模組640具體包括： 收集子模組641，用於收集瀏覽器的資訊。 生成子模組642，用於根據收集子模組641收集的瀏 覽器的資訊生成展現請求；瀏覽器的資訊，具體包括：近 期展現過的廣告資訊和優先展現廣告資訊。 發送子模組643，用於發送生成子模組642生成的展 現請求。 接收子模組644，用於接收廣告引擎返回的對展現請 求的回饋資訊。 如圖7所示，爲本發明實施例二中廣告展現方法流程 圖，包括以下步驟： 步驟701，添加請求到的當前廣告的標識到優先展現 廣告資訊中。 在向廣告引擎請求到當前廣告後，會記錄當前廣告的 標識。如果瀏覽器關閉當前廣告所在的頁面，而當前廣告 沒有完全展現時，會添加當前廣告的標識到優先展現廣告 資訊中。在瀏覽器以後的瀏覽中，廣告引擎將當前廣告的 標識以優先展現廣告資訊的身份加入到廣告展現演算法中 -19- 201030652 ，並分配一定的權重，以保證當前廣告優先展現。 任何瀏覽過展現當前廣告的頁面的瀏覽器，廣告引擎 都會設置一個唯一的標識以Cookie形式永久駐留在瀏覽 ‘ 器中，作爲瀏覽器身份的認證，瀏覽器訪問任何展現當前 、 廣告的頁面時，都會被廣告引擎感知。 步驟702，展現當前廣告。 用戶通過瀏覽器訪問當前廣告所在的網頁，瀏覽器是 用戶訪問網頁時使用的用戶端程式，當前廣告通過瀏覽器 @ 展現在用戶訪問的當前網頁上。 步驟703’判斷當前廣告是否完全展現。如果當前廣 告完全展現，則執行步驟704;如果當前廣告沒有完全展 現，則結束流程。 在瀏覽器中，可通過JavaScript new Date ()語句獲 取用戶端作業系統當前時間，獲取精度精確到毫秒。如果 獲取的當前時間與當前廣告開始展現的時間之間的差値大 於或等於當前廣告的時長，則判斷當前廣告已完全展現； @ 如果獲取的當前時間與當前廣告開始展現的時間之間的差 値小於當前廣告的時長，則判斷當前廣告沒有完全展現。 在請求到當前廣告時，廣告引擎會返回當前廣告的時長資 訊’對於視頻或動態廣告，當前廣告的時長爲當前廣告完 整播放一次的時間，對於圖片文字等靜態廣告形式，會有 一個默認的時長。判斷動作的執行，是在請求到的當前廣 告返回後等待一個當前廣告時長時，和瀏覽器關閉當前廣 告所在頁面時。瀏覽器關閉當前廣告所在的頁面時，會關 -20- 201030652 閉當前廣告’導致當前廣告沒有完全展現。因爲在當前廣 告展現之前已經添加當前廣告的標識到優先展現廣告資訊 中’所以廣告引擎下一次分配廣告給上述瀏覽器時，會優 - 先分配當前廣告。 - 步驟7〇4,將當前廣告的標識從優先展現廣告資訊中 刪除。 步驟705，向廣告引擎請求展現下一廣告。 φ 在瀏覽器瀏覽網頁的過程中，廣告引擎會記錄每個pv (page view，頁面瀏覽量）的瀏覽時間，對於平均pv瀏 覽時間較長的網頁，可以向廣告引擎請求多個廣告備用， 請求到的多個廣告的資訊存儲在存儲模組中。當前廣告完 全展現後，由廣告頁面的JavaScript在隱藏當前廣告的同 時，展現下一廣告。 在沒有備用廣告或備用廣告展現完畢的情況下，可使 用Ajax技術非同步向廣告引擎請求下一廣告，即在不刷 φ 新當前頁面的情況下，使用各種瀏覽器都內置的 xmlHttpRequest物件，發送http請求，http請求資料返回 後會觸發JavaScript的一個事件，JavaScript將下一廣告 展現出來。 如圖8所示，爲本發明實施例中廣告展現具體實現方 式流程圖，包括以下步驟： 步驟801，第一添加模組添加請求到的當前廣告的標 識到優先展現廣告資訊中。 在向廣告引擎請求到當前廣告後，進行Cookie操作 -21 - 201030652 ，添加當前廣告的標識到優先展現廣告資訊中。Cookie的 動作寫在廣告所在內置框架（ifr am e)的視窗（window) 物件的 onunload事件中，onunload事件是定義在 W3C ( World Wide Web Consortium，萬維網聯盟）的 HTML 4,01 規範中的標準內置事件，該事件會在用戶改變當前頁面或 框架中的文檔時觸發，主流瀏覽器均提供支援該事件。 步驟8 02，展現模組展現當前廣告。 步驟803，判斷模組判斷當前廣告是否完全展現。如 果當前廣告完全展現，則執行步驟804;如果當前廣告沒 有完全展現，則結束流程。 瀏覽器關閉當前廣告所在的頁面時，會關閉當前廣告 ，導致當前廣告沒有完全展現。因爲在當前廣告展現之前 已經添加當前廣告的標識到優先展現廣告資訊中’所以廣 告引擎下一次分配廣告給上述瀏覽器時，會優先分配當前 廣告。 步驟804，刪除模組將當前廣告的標識從優先展現廣 告資訊中刪除。 步驟805，第二添加模組添加當前廣告的標識到近期 展現過的廣告資訊中。 當前廣告完全展現後，進行Cookie操作，由刪除模 組將當前廣告的標識從優先展現廣告資訊中刪除’由第二 添加模組添加當前廣告的標識到近期展現過的廣告資訊中 〇 步驟806，收集子模組收集廣告位元資訊和瀏覽器的 201030652 _ 資訊。 瀏覽器的資訊包括瀏覽器的標識、近期展現過的廣告 資訊和優先展現廣告資訊。 - 步驟807，生成子模組根據上述資訊生成下一廣告展 . 現請求。 近期展現過的廣告資訊和優先展現廣告資訊記錄在瀏 覽器的Cookie裏，並自動地包含在生成子模組生成的下 φ 一廣告展現Http請求的請求頭Header中，以供廣告引擎 在以下步驟中使用。 步驟808，發送子模組向廣告引擎發送下一廣告展現 請求。 步驟809，廣告引擎向接收子模組返回對下一廣告展 現請求的回饋資訊。 廣告引擎處將得到的優先展現廣告資訊加入到廣告展 現演算法中，並分配一定的權重，保證優先展現廣告一定 • 的展現槪率。同樣地，廣告引擎將近期展現過的廣告資訊 加入到廣告展現演算法中，適當減少這些廣告短時間內被 再次展現的槪率。 引擎展現廣告的演算法由多方面因素決定，包括當前 頁面內容、用戶點擊來源、當前網站類別、瀏覽者屬性等 等多個影響因數。瀏覽器的資訊同樣以影響因數的形式加 入到演算法中，並通過不斷的回歸優化，使其影響達到最 佳程度。 展現請求的回饋資訊中包括即將展現的廣告完全展現 -23- 201030652 所需時長資訊，對於視頻或動態廣告，當前廣告完全展現 所需時長爲當前廣告完整播放一次的時間，對於圖片文字 等靜態廣告形式’會有一個默認的時長。如果瀏覽器是第 一次訪問載有該廣告引擎提供的廣告的網頁向廣告引擎發 送展現請求，展現請求的回饋資訊中還會包括該廣告引擎 對該瀏覽器設置的標識。該標識以Cookie形式永久駐留 在瀏覽器中’作爲瀏覽器身份的認證，瀏覽器訪問任何展 現當前廣告的頁面時，都會被廣告引擎感知。 步驟810，接收子模組接收廣告引擎對下一廣告展現 請求的回饋資訊。 步驟811，存儲模組存儲下一廣告。 步驟8 1 2，記錄模組記錄下一廣告的標識。 記錄模組記錄請求到的廣告的標識，用於在以後的步 驟中，將該廣告的標識添加到瀏覽器資訊中，或是從瀏覽 器資訊中刪除。 步驟8 1 3，第一添加模組添加請求到的下一廣告的標 識到優先展現廣告資訊中。 第一添加模組添加請求到的下一廣告的標識到優先展 現廣告資訊中’隨後開始展現下一廣告，並依次執行上述 一系列的操作。 本發明實施例的技術方案具有以下優點，因爲採用了 優化的廣告展現方法和裝置，達到了幫助廣告主的推廣產 品到達更多適合的受眾的目的，增強了廣告主的推廣效果 ，提高了網站主的流量收益。 -24- 201030652 通過以上的實施方式的描述，本領域的技術人員可以 清楚地瞭解到本發明可借助軟體加必需的通用硬體平臺的 方式來實現，當然也可以通過硬體，但很多情況下前者是 、 更佳的實施方式。基於這樣的理解，本發明的技術方案本 . 質上或者說對現有技術做出貢獻的部分可以以軟體產品的 形式體現出來，該電腦軟體產品存儲在一個存儲媒體中， 包括若干指令用以使得一台終端設備（可以是手機，個人 Φ 電腦，伺服器，或者網路設備等）執行本發明各個實施例 所述的方法。 以上所述僅是本發明的優選實施方式，應當指出，對 於本技術領域的普通技術人員來說，在不脫離本發明原理 的前提下，還可以做出若干改進和潤飾，這些改進和潤飾 也應視本發明的保護範圍。 【圖式簡單說明】 φ 圖1爲本發明實施例一中廣告展現系統結構圖； 圖2爲本發明實施例一中廣告展現裝置結構圖； 圖3爲本發明實施例一中廣告展現方法流程圖； 圖4爲本發明實施例一中廣告展現具體實現方式流程 圖； 圖5爲本發明實施例二中廣告展現系統結構圖； 圖6爲本發明實施例二中廣告展現裝置結構圖； 圖7爲本發明實施例二中廣告展現方法流程圖； 圖8爲本發明實施例二中廣告展現具體實現方式流程 -25- 201030652 【主要元件符號說明】 1 1 :用戶終端 1 2 :伺服器 1 3 :網路 5 1 :用戶終端 5 2 :伺服器 53 :網路 1 10 :廣告展現裝置 120 :廣告引擎 1 2 1 :接收模組 122 :運算模組 123 :發送模組 2 1 0 :展現模組 220 :判斷模組 23 0 :請求模組 231 :收集子模組 232 :生成子模組 23 3 :發送子模組 234 :接收子模組 240 :第一添加模組 2 5 0 :刪除模組 260 :存儲模組 201030652 ❹ :記錄模組 :第二添加模組 :廣告展現裝置 :廣告引擎 :接收模組 :運算模組 :發送模組 :第一添加模組 :展現模組 :判斷模組 :請求模組 :收集子模組 :生成子模組 :發送子模組 :接收子模組 :刪除模組 :存儲模組 =記錄模組 :第二添加模組 -27-Coverage of the audience. In order to achieve the above object, an aspect of the present invention provides an advertisement presentation method, including the steps of: presenting a current advertisement; determining whether the current advertisement is fully displayed, and requesting the advertisement engine to present a next advertisement if the current advertisement is fully displayed. If the current advertisement is not fully displayed, the identifier of the current advertisement is added to the priority display advertisement information. On the other hand, the present invention provides an advertisement display apparatus, which includes: a display module for displaying an advertisement; a determination module, configured to determine whether the current advertisement displayed by the presentation module is completely displayed; And after the determining module determines that the current advertisement is fully displayed, requesting the advertisement engine to display the next advertisement; the first adding module, configured to detect, in the detection module, that the browser closes the current After the page where the advertisement is located, the identifier of the current advertisement is added to the priority display advertisement information. -6 - 201030652 In another aspect, the present invention further provides an advertisement display system, comprising: an advertisement display device, configured to display an advertisement, determine a presentation status of the current advertisement, and send a presentation request to the advertisement engine; - an advertisement engine, for receiving the office The exhibition request sent by the advertisement presentation device executes an advertisement presentation algorithm to distribute an advertisement to the advertisement presentation device. The advertisement engine specifically includes: a φ receiving module, configured to receive the presentation request sent by the advertisement presentation device; and an operation module, configured to perform an advertisement display calculation according to the presentation request received by the receiving module The sending module is configured to send the feedback information of the presentation request to the advertisement presentation device according to the operation result of the operation module. In the present invention, because the optimized advertisement display strategy is adopted, the coverage of the promotion content to the audience is improved, the promotion effect of the advertiser is enhanced, and the traffic revenue of the website owner is improved. Embodiments of the present invention will be further described in detail with reference to the accompanying drawings and embodiments. FIG. 1 is a structural diagram of an advertisement presentation system according to Embodiment 1 of the present invention, including: an advertisement presentation apparatus 110, setting The user terminal I1 is configured to display an advertisement, determine the presentation status of the current advertisement, and send an advertisement presentation request to the advertisement engine 120 in the server 12 via the network 13. 201030652 The advertisement presenting device 110 displays the current advertisement requested in the last advertisement presentation request, and determines whether the current advertisement is fully displayed. When the current advertisement is fully displayed, the advertisement engine 120 is requested to display the next advertisement through the network 13. The advertisement engine 120 is configured to receive the presentation request sent by the advertisement presentation device 11 in the user terminal 11 via the network 13, execute an advertisement presentation algorithm, and distribute the advertisement to the advertisement presentation device 110. The advertisement engine 120 is disposed in the server 12 that stores the advertisements. Upon receiving the advertisement presentation request sent by the advertisement presentation device 11 in the user terminal 11 through the network 13, the advertisement engine 120 executes an advertisement presentation algorithm according to the content of the received advertisement presentation request, and then, according to the operation result, the advertisement The presentation device 110 allocates an advertisement. The advertisement engine 120 specifically includes: a receiving module 121, configured to receive, by the network 13, a presentation request sent by the advertisement presentation device 110. The presentation request sent by the advertisement presentation device 1 ίο includes the recently displayed 〇 advertisement information and the preferential display advertisement information for use by the advertisement engine 120. The computing module 122 is configured to execute an advertisement presentation algorithm according to the presentation request received by the receiving module 121. The computing module 122 adds the obtained preferential display advertisement information to the advertisement presentation algorithm, and assigns a certain weight to ensure that the advertisement exhibits a certain display rate. Similarly, the computing module 22 2 adds the recently revealed advertisement information to the advertisement presentation algorithm, and appropriately reduces the rate at which these advertisements are re-presented in a short period of time. -8 - 201030652 . The algorithm for displaying ads is determined by a number of factors, including the current page content, the source of the user click, the current site category, the viewer properties, and more. The browser's information is also added to the 'algorithm' in the form of influence factors, and is optimized through continuous regression to achieve the best impact. The sending module 123 is configured to send the feedback information of the presentation request to the advertisement display device 110 according to the operation result of the computing module 122. • The sending module 123 sends the feedback information of the presentation request to the advertisement display device 110 according to the result of the advertisement presentation algorithm to complete the distribution of the advertisement. The feedback information of the presentation request includes the information of the length of time required for the advertisement to be displayed to be fully displayed. For the video or the dynamic advertisement, the current advertisement fully displays the time required for the current advertisement to be completely played once, and for the static advertisement form such as image text, There will be a default duration. If the browser sends a presentation request to the advertisement engine for the first time access to the webpage containing the advertisement provided by the advertisement engine, the advertisement information of the presentation request also includes the advertisement engine • the identifier set for the browser. The logo is permanently resident in the browser in the form of a cookie (small text file). As a browser identity, the browser will be notified by the ad engine when it visits any page that displays the current ad. As shown in FIG. 2, it is a structural diagram of an advertisement display apparatus according to Embodiment 1 of the present invention, including: a presentation module 210, configured to display an advertisement. The determining module 220 is configured to determine whether the current advertisement displayed by the presentation module 210 is fully displayed. -9- 201030652 The request module 230 is configured to request the advertisement engine to display the next advertisement after the judging module 220 judges that the current advertisement is fully displayed. The ad engine is set on the server side where the ad is stored. Upon receiving the advertisement presentation request sent by the user, the advertisement engine executes an advertisement presentation algorithm according to the received advertisement < presently requested content, and then distributes the advertisement to the client according to the operation result. The first adding module 240 is configured to add the identifier of the current advertisement to the priority display information after the determining module 220 determines that the current advertisement is not fully displayed. The deletion module 250 is configured to delete the identifier of the current advertisement from the preferential display advertisement information after the determination module 220 determines that the current advertisement is completely displayed. The storage module 260 is configured to store the advertisement 记录 record module 270 requested by the request module 230 for recording the identifier of the advertisement requested by the request module 230. After the advertisement engine allocates the advertisement to the client, the storage module 260 stores the advertisement allocated by the advertisement engine for the presentation module 210 to display; the recording module 270 records the identifier of the advertisement for the first adding module 240 and the second adding The module 280 and the delete module 250 are called. The functionality of the recording module 270 can be implemented by a cookie. The second adding module 280 is configured to add the identifier of the current advertisement to the recently displayed advertisement information after the determining module 220 determines that the current advertisement is fully displayed. -10- 201030652 ^ The above request module 203 specifically includes: a collection sub-module 23 1 for collecting information of a browser. The generating sub-module 232 is configured to generate a display request according to the information collected by the collecting sub-module 231, wherein the browser information, the specific package includes: the recently displayed advertising information and the preferential display of the advertising information. . The sending sub-module 23 3 is configured to send a presentation request generated by the sub-module and 232 to the advertisement engine. The φ receiving sub-module 234 is configured to receive the feedback information of the presentation request returned by the advertisement engine. As shown in FIG. 3, it is a flowchart of the advertisement display method in the first embodiment of the present invention, which includes the following steps: Step 3 0 1. Current ad. The user accesses the webpage where the current advertisement is located through the browser. The browser is the client program used by the user to access the webpage, and the current advertisement is displayed on the current webpage accessed by the user through the browser. • Step 302: Determine if the current advertisement is fully displayed. If the current advertisement is fully displayed, step 303 is performed. If the current advertisement is not fully displayed, step 304 is performed. In the browser, the current time of the client operating system can be obtained through the JavaScript new Date () statement, and the precision is accurate to the millisecond. If the difference between the current time of the acquisition and the time when the current advertisement starts to be displayed is greater than or equal to the duration of the current advertisement, it is determined that the current advertisement has been fully displayed; if the difference between the current time obtained and the time when the current advertisement starts to be displayed値 is less than the duration of the current ad, then it is judged that the current ad is not fully displayed. -11 - 201030652 When requesting to present the current ad, the ad engine will return the current ad's duration* information. For video or dynamic ads, the current ad's duration is the time when the current ad is fully played, for static text forms such as image text. There will be a default duration. The execution time of the action is judged. When the current ad returns to wait for the duration of a current ad, and the browser closes _ closes the page where the current ad is located. Step 3 03, requesting the advertisement engine to present the next advertisement. In the process of browsing the webpage by the browser, the ad engine records the browsing time of each pv ❿ (page view), and for the webpage with a long average pv browsing time, the ad engine may request multiple ad backups, requesting The information of the plurality of advertisements arrived is stored in the storage module. After the current ad is fully displayed, the next ad is displayed by the JavaScript of the ad page while hiding the current ad. In the absence of a backup ad or backup ad, you can use Ajax technology to request the next ad from the ad engine asynchronously, that is, without refreshing the current page, use the xmlxmlHttpRequest object built into various browsers to send http Request, http request data returns will trigger an event of JavaScript, JavaScript will display the next ad. Step 304»Add the identifier of the current advertisement to the priority display advertisement information. After requesting the current ad from the ad engine, the identity of the current ad is recorded. If the browser closes the page where the current ad is located, and the current ad is not fully displayed, the current ad's logo is added to the priority display ad -12- 201030652. In the subsequent browsing of the browser, the advertisement engine adds the identity of the current wide logo to the advertisement display calculus with priority to display the advertisement information, and assigns a certain weight to ensure that the current advertisement is preferentially displayed. • Any browser that views a page that displays the current ad, the ad will have a unique identifier that resides permanently in the form of a cookie. As a browser identity, the browser will be advertised when accessing any page that displays the ad. Engine awareness. As shown in FIG. 4, it is a flowchart of a specific manner for displaying an advertisement in the first embodiment of the present invention, which includes the following steps: Step 401: A presentation module displays a current advertisement. Step 402: The determining module determines whether the current advertisement is completely displayed. If the current advertisement is completely displayed, step 404 is performed. If it is currently fully displayed, go to step 403. In step 403, the first adding module adds the identifier of the current advertisement to the display advertisement information. ® When the browser closes the current page, if the current ad is not complete, a cookie operation is performed to add the current ad's logo to the priority ad. The onunload event of the cookie object written in the iframe of the ad's built-in box is the onunload event defined in the W3C (World Wide Consortium) HTML 4.1 specification, which will be The user changes the text trigger in the current page or frame, and the mainstream browser provides support for the event. Step 404: The deletion module browses the identifier of the current advertisement from the French engine of the priority advertisement. ,, r,, -> A. When implemented. If the advertisement is not prioritized, the display will be deleted. (In the case of the Web-based internal file, the information is deleted in the information->201030652. > Step 405, the second adding module adds the identifier of the current advertisement to the recently displayed advertisement information. After the current advertisement is fully displayed, the cookie operation is performed, and the logo of the current advertisement is deleted from the priority advertisement information by the deletion mode group, and the identifier of the current advertisement is added by the second-addition module to the recently displayed advertisement information. 406. The collecting sub-module collects the information of the advertising bit and the information of the browser. The information of the browser includes the identifier of the browser, the recently displayed advertising information, and the preferential display of the advertising information. Step 407, generating a sub-module according to the above information. The next advertisement presentation request is generated. The recently displayed advertisement information and the preferential display advertisement information are recorded in the browser's cookie, and are automatically included in the request header Header file of the next advertisement presentation http request generated by the generation sub-module, For use in advertising, the engine is used in the following steps: Step 408, the sending sub-module sends the next to the advertising engine. The advertisement display request. In step 409, the advertisement engine returns feedback information to the receiving sub-module for the next advertisement presentation request. The advertisement engine adds the obtained priority display advertisement information to the advertisement presentation algorithm, and allocates a certain weight to ensure Firstly, the advertising will show a certain rate of display. Similarly, the advertising engine will add the recently displayed advertising information-14-201030652. In the ad presentation algorithm, 'appropriately reduce the chances of these short advertisements again. The engine shows the calculation of the advertisement. The method is determined by many factors, - page content, user click source, current website category, viewer. etc. The information of the browser is also entered into the algorithm by the influence factor, and is optimized by continuous regression. φ The response information of the request includes the information of the required duration of the advertisement to be displayed. For the video or dynamic advertisement, the time required for the current advertisement to be completed is the time when the current advertisement is completely played, for the map, etc. Static ad form, there will be a default duration. If you browse once, visit When there is a webpage of the advertisement provided by the advertisement engine, a presentation request is sent to the advertisement, and the feedback information of the presentation request further includes an identifier set by the engine for the browser. The identifier is left in the browser as a browser identity. The authentication, the browser access Φ will display the current advertisement page, and will be perceived by the advertisement engine. Step 410: The receiving sub-module receives the feedback information of the advertisement engine for the next wide request. In step 411, the storage module stores the next advertisement. Step 412: The recording module records the identifier of the next advertisement. The recording module records the identifier of the requested advertisement, and is used to add the identifier of the advertisement to the browser information or delete the information in the device. In step 413, the presentation module displays the next advertisement. Including the current attribute and other forms to achieve the most complete display of the full display of the text of the text is the adverts of the engine advertising to the permanent station to ask any of the steps after the display from the browsing -15- 201030652 show module display request to the ad, and then start Determine whether the above advertisements are fully displayed, and perform the above series of steps in sequence. As shown in FIG. 5, the structure of the advertisement presentation system in the second embodiment of the present invention includes: an advertisement presentation device 510, which is disposed in the user terminal 51 for displaying an advertisement and determining the presentation of the current advertisement, and The advertisement engine 520 in the server 52 sends an advertisement presentation request. The advertisement presentation device 510 presents the current advertisement requested in the last advertisement presentation request and determines whether the current advertisement is fully displayed. When the current advertisement is fully displayed, the advertisement engine 520 is requested to present the next advertisement through the network 53. The advertisement engine 520 is configured to receive the presentation request sent by the advertisement presentation device 510 in the user terminal 51 via the network 53, execute an advertisement presentation algorithm, and distribute the advertisement to the advertisement presentation device 510. The advertisement engine 520 is disposed in the server 52 that stores the advertisement. Upon receiving the advertisement presentation request sent by the advertisement presentation device 510 in the user terminal 51 via the network 53, the advertisement engine 520 executes an advertisement presentation algorithm according to the content of the received advertisement presentation request, and then presents the advertisement to the advertisement according to the operation result. Device 510 allocates an advertisement. The advertisement engine 520 specifically includes: a receiving module 521, configured to receive, by the network 53, a presentation request sent by the advertisement presentation device 510. The presentation request sent by the advertisement presentation device 510 includes recently displayed advertisement information and preferentially displayed advertisement information for use by the advertisement engine 520. The 201030652 computing module 522' is configured to execute an advertisement presentation algorithm based on the presentation request received by the receiving module 521. The computing module 52 2 adds the obtained preferential display advertisement information to the advertisement presentation algorithm and assigns a certain weight to ensure that the advertisement is preferentially displayed. Similarly, the computing module 522 adds the recently revealed advertising information to the advertisement presentation algorithm, and appropriately reduces the rate at which these advertisements are re-displayed in a short period of time. φ The algorithm for displaying advertisements is determined by many factors, including the current page content, user click source, current website category, viewer attributes, and so on. The browser's information is also added to the algorithm in the form of an influence factor, and is optimized for continuous regression to optimize its impact. The sending module 523 is configured to send the feedback information of the presentation request to the advertisement display device 510 according to the operation result of the computing module 522. The sending module 523 sends the feedback information of the presentation request to the advertisement exhibition device 510 according to the result of the advertisement presentation algorithm to complete the distribution of the advertisement. The feedback information of the presentation request includes the information of the length of time required for the advertisement to be displayed to be fully displayed. For the video or the dynamic advertisement, the current advertisement fully displays the required time for the current advertisement to be completely played once, and for the static advertisement form of the image text and the like There will be a default duration. If the browser is the first to access the webpage containing the advertisement provided by the advertisement engine, the advertisement request is sent to the advertisement engine. The feedback information of the presentation request also includes the identifier set by the advertisement engine for the browser. The logo is permanently resident in the browser as a cookie. As a browser identity, the browser will be aware of any advertisements that are currently in the -17-201030652. As shown in FIG. 6 , it is a structural diagram of an advertisement display apparatus according to a second embodiment of the present invention, including: a first adding module 610, configured to add an identifier of a current advertisement to preferentially display advertisement information. The presentation module 620 is configured to display the current advertisement added by the first adding module 610. The determining module 630 is configured to determine whether the current advertisement displayed by the presentation module 620 is fully displayed. The requesting module 640 is configured to request the advertisement engine to display the next advertisement after the determining module 630 determines that the current advertisement is fully displayed. The advertisement engine is used to store the advertisement server. When receiving the advertisement presentation request sent by the client, the advertisement engine executes the advertisement presentation algorithm according to the content of the received advertisement presentation request, and then, according to the operation result, the user terminal Assign an ad. The deletion module 65 0 is configured to delete the identifier of the current advertisement from the preferential display advertisement information after the determination module 63 0 determines that the current advertisement is completely displayed. The storage module 660 is configured to store the advertisement 记录 record module 670 requested by the request module 640 for recording the identifier of the advertisement requested by the request module 640. After the advertisement engine allocates the advertisement to the client, the storage module 660 reports the advertisement allocated by the engine for the presentation module 620 to display; the record module, the group 67〇201030652 records the identifier of the advertisement for the first adding module 610, and the second adding Module 6 80 and delete module 6 5 0 are called. The functionality of the recording module 670 can be implemented by a cookie. The second adding module 680 is configured to add the identifier of the current advertisement to the recently displayed advertisement information after the judging module 63 0 determines that the current advertisement is fully displayed. The request module 640 specifically includes: a collection sub-module 641 for collecting information of the browser. The generating sub-module 642 is configured to generate a display request according to the information of the browser collected by the collecting sub-module 641. The information of the browser includes: the recently displayed advertising information and the preferential display of the advertising information. The sending submodule 643 is configured to send a rendering request generated by the generating submodule 642. The receiving sub-module 644 is configured to receive feedback information of the presentation request returned by the advertisement engine. As shown in FIG. 7, the flow chart of the advertisement display method in the second embodiment of the present invention includes the following steps: Step 701: Add the identifier of the current advertisement requested to the priority display advertisement information. After requesting the current ad from the ad engine, the identity of the current ad is recorded. If the browser closes the page where the current ad is located, and the current ad is not fully displayed, the current ad's logo is added to prioritize the ad information. In the subsequent browsing of the browser, the advertisement engine adds the identity of the current advertisement to the advertisement presentation algorithm in the advertisement presentation algorithm -19- 201030652, and assigns a certain weight to ensure that the current advertisement is preferentially displayed. Any browser that has viewed a page that displays the current ad, the ad engine will set a unique identifier in the form of a cookie that resides permanently in the browser, as a browser identity, when the browser accesses any page that displays the current, ad, Will be perceived by the ad engine. Step 702, presenting the current advertisement. The user accesses the webpage where the current advertisement is located through the browser. The browser is the client program used by the user to access the webpage, and the current advertisement is displayed on the current webpage accessed by the user through the browser@. Step 703' determines if the current advertisement is fully displayed. If the current advertisement is fully displayed, step 704 is performed; if the current advertisement is not fully displayed, the process ends. In the browser, the current time of the client operating system can be obtained through the JavaScript new Date () statement, and the precision is accurate to the millisecond. If the difference between the current time of acquisition and the time when the current advertisement starts to be displayed is greater than or equal to the duration of the current advertisement, it is determined that the current advertisement has been fully displayed; @ if the current time obtained is between the current time and the time when the current advertisement starts to be displayed If the difference is less than the duration of the current ad, then the current ad is not fully displayed. When requesting the current advertisement, the ad engine will return the duration information of the current advertisement. For video or dynamic advertisements, the current advertisement duration is the time when the current advertisement is completely played once. For static advertisement forms such as image text, there will be a default. The length of time. The execution of the judgment action is when a current advertisement duration is waited after the current advertisement of the request is returned, and when the browser closes the current advertisement page. When the browser closes the page where the current ad is located, it will close -20- 201030652 and close the current ad', causing the current ad not to fully display. Since the current advertisement's logo has been added to the priority display advertisement information before the current advertisement is displayed, the next time the advertisement engine allocates the advertisement to the above browser, the current advertisement will be assigned first. - Step 7〇4, remove the current advertisement's logo from the priority display advertisement information. Step 705, requesting the advertisement engine to present the next advertisement. φ In the process of browsing the webpage by the browser, the ad engine records the browsing time of each pv (page view). For webpages with a long average pv browsing time, the ad engine may request multiple ad backups, requesting The information of the plurality of advertisements arrived is stored in the storage module. After the current ad is fully displayed, the next ad is displayed by the JavaScript of the ad page while hiding the current ad. In the absence of a backup ad or backup ad, you can use Ajax technology to request the next ad from the ad engine asynchronously, that is, using the xmlHttpRequest object built into various browsers without sending the new current page. The http request, http request data returns will trigger an event of JavaScript, JavaScript will display the next ad. As shown in FIG. 8 , a flow chart of a specific implementation manner of an advertisement display according to an embodiment of the present invention includes the following steps: Step 801: The first adding module adds the identifier of the current advertisement requested to the priority display advertisement information. After requesting the current ad from the ad engine, perform a cookie operation -21 - 201030652 to add the current ad's logo to the priority display ad information. The action of the cookie is written in the onunload event of the window object of the built-in framework (ifr am e) of the ad. The onunload event is a standard built-in defined in the W3C (World Wide Web Consortium) HTML 4,01 specification. An event that fires when the user changes the document in the current page or frame, and the main browser provides support for the event. In step 8 02, the presentation module displays the current advertisement. In step 803, the determining module determines whether the current advertisement is fully displayed. If the current advertisement is fully displayed, step 804 is performed; if the current advertisement is not fully presented, the process ends. When the browser closes the page where the current ad is located, the current ad is closed, causing the current ad not to fully display. Since the current advertisement's logo has been added to the prioritized display advertisement information before the current advertisement is displayed, the next time the advertisement engine allocates the advertisement to the above browser, the current advertisement is preferentially assigned. In step 804, the deletion module deletes the identifier of the current advertisement from the priority advertisement information. In step 805, the second adding module adds the identifier of the current advertisement to the recently displayed advertisement information. After the current advertisement is fully displayed, a cookie operation is performed, and the deletion module removes the identifier of the current advertisement from the priority advertisement information, and the identifier of the current advertisement is added by the second adding module to the recently displayed advertisement information, and step 806 is performed. The collection sub-module collects the advertising bit information and the browser's 201030652 _ information. The browser's information includes the browser's logo, recently displayed advertising information, and prioritized advertising information. - Step 807, the generating sub-module generates a next advertising exhibition according to the above information. The recently displayed advertisement information and the preferential display advertisement information are recorded in the browser's cookie, and are automatically included in the request header Header generated by the generation sub-module to generate the Http request for the advertisement engine to perform the following steps. Used in. Step 808: The sending submodule sends a next advertisement presentation request to the advertisement engine. In step 809, the advertisement engine returns feedback information to the receiving sub-module for the next advertisement presentation request. The advertising engine will add the prioritized advertising information to the advertising exhibition algorithm, and assign a certain weight to ensure that the advertising will be displayed preferentially. Similarly, the ad engine adds the recently revealed ad information to the ad presentation algorithm, appropriately reducing the rate at which these ads are re-presented in a short period of time. The engine's algorithm for displaying advertisements is determined by various factors, including current page content, user click source, current website category, viewer attributes, and so on. The browser's information is also added to the algorithm in the form of influence factors, and is optimized for continuous regression to optimize its impact. The feedback information of the request request includes the time required for the upcoming advertisement to fully display -23-201030652. For the video or dynamic advertisement, the current advertisement fully displays the required time for the current advertisement to be completely played once, for the image text, etc. The static ad form 'has a default duration. If the browser first accesses the webpage containing the advertisement provided by the advertisement engine and sends a presentation request to the advertisement engine, the feedback information of the presentation request also includes the identifier set by the advertisement engine for the browser. The logo is permanently resident in the browser as a cookie. As a browser identity, the browser is aware of any page that exhibits the current ad. Step 810: The receiving submodule receives feedback information of the advertisement engine for the next advertisement presentation request. In step 811, the storage module stores the next advertisement. Step 8 1 2, the recording module records the identifier of the next advertisement. The record module records the identifier of the requested advertisement for adding the logo of the advertisement to the browser information or deleting it from the browser information in a later step. Step 8 1 3, the first adding module adds the identifier of the next advertisement requested to the priority display advertisement information. The first adding module adds the identifier of the next advertisement requested to the priority advertisement information, and then starts to display the next advertisement, and sequentially performs the above series of operations. The technical solution of the embodiment of the invention has the following advantages, because the optimized advertisement display method and device are adopted, the purpose of helping the advertiser's promotion product reach a more suitable audience is achieved, the promotion effect of the advertiser is enhanced, and the website is improved. The main flow revenue. -24- 201030652 Through the description of the above embodiments, those skilled in the art can clearly understand that the present invention can be implemented by means of a software plus a necessary universal hardware platform, and of course, can also be through hardware, but in many cases The former is a better implementation. Based on such understanding, the technical solution of the present invention may be embodied in the form of a software product, which is stored in a storage medium, and includes a plurality of instructions for making A terminal device (which may be a mobile phone, a personal Φ computer, a server, or a network device, etc.) performs the methods described in various embodiments of the present invention. The above description is only a preferred embodiment of the present invention, and it should be noted that those skilled in the art can also make several improvements and retouchings without departing from the principles of the present invention. The scope of protection of the invention should be considered. BRIEF DESCRIPTION OF THE DRAWINGS FIG. 1 is a structural diagram of an advertisement presentation system according to a first embodiment of the present invention; FIG. 2 is a structural diagram of an advertisement presentation apparatus according to Embodiment 1 of the present invention; FIG. 3 is a flow chart of an advertisement presentation method according to Embodiment 1 of the present invention; FIG. 4 is a structural diagram of an advertisement presentation system according to Embodiment 1 of the present invention; FIG. 5 is a structural diagram of an advertisement presentation system according to Embodiment 2 of the present invention; FIG. 6 is a structural diagram of an advertisement presentation apparatus according to Embodiment 2 of the present invention; 7 is a flowchart of an advertisement presentation method according to Embodiment 2 of the present invention; FIG. 8 is a flowchart of a specific implementation manner of an advertisement presentation according to Embodiment 2 of the present invention - 25-201030652 [Description of main component symbols] 1 1 : User terminal 1 2: Server 1 3: Network 5 1 : User terminal 5 2 : Server 53 : Network 1 10 : Advertisement presentation device 120 : Advertising engine 1 2 1 : Receive module 122 : Operation module 123 : Transmission module 2 1 0 : Presentation Module 220: Judging Module 23 0: Requesting Module 231: Collecting Submodule 232: Generating Submodule 23 3: Transmitting Submodule 234: Receiving Submodule 240: First Adding Module 2 5 0 : Delete Module 260: storage module 201030652 ❹ : remember Module: Second Add Module: Advertising Display Device: Advertising Engine: Receiving Module: Computing Module: Sending Module: First Adding Module: Display Module: Judging Module: Requesting Module: Collecting Submodules : Generate sub-module: Send sub-module: Receive sub-module: Delete module: Storage module = Recording module: Second add-on module -27-