WO2014085986A1

WO2014085986A1 - Method for obtaining user identity identifier, advertisement delivery method, apparatus and system

Info

Publication number: WO2014085986A1
Application number: PCT/CN2012/085856
Authority: WO
Inventors: 陈锐; 孟万红
Original assignee: 华为技术有限公司
Priority date: 2012-12-04
Filing date: 2012-12-04
Publication date: 2014-06-12
Also published as: CN104040968A; CN104040968B

Abstract

Disclosed are a method for obtaining a user identity identifier, an advertisement delivery method, an apparatus and a system, wherein the method for obtaining a user identity identifier comprises: receiving a request for obtaining a user identity identifier, wherein the request comprises at least an IP address of a user; converting the IP address of the user into a corresponding line identifier; determining whether the user corresponding to the line identifier allows identity identifier information to be provided; and if the user corresponding to the line identifier allows the identity identifier information to be provided, converting the line identifier into the corresponding user identity identifier and sending the user identity identifier back to a device that sends the request. Through the method, the present application, under authorization of a user, can convert an IP address of the user into a corresponding user identity identifier based on a line identifier, and can utilize the user identity identifier to deliver an advertisement precisely.

Description

Method for acquiring user identity, advertisement delivery method, device and system

【技术领域】[Technical Field]

The present invention relates to the field of communications technologies, and in particular, to a method for acquiring a user identity, an advertisement delivery method, apparatus, and system.

【背景技术】【Background technique】

Since the birth of the advertising industry, advertising has gradually become a common form of information dissemination in people's daily lives. At present, there are many forms of advertisements in the society, but the most common ones are paper media, radio, television and the Internet. Compared with traditional media advertisements, Internet-based advertisements have the advantages of wide coverage, strong autonomy, accurate statistics, and convenient adjustment, so they are well received by users.

Because the Internet is interactive, Internet-based advertising can set different advertisements according to different customers. Currently, Internet-based advertising production and delivery have begun to develop in a precise direction. The booming real-time bid in the past two years (Real Time Biding (RTB) technology can achieve accurate delivery of click-level ads, which is more commonly used in the current advertising field.

The RTB technology mainly tracks and records the behavior of users using the network through cookies (data stored in the user's local terminal), thereby analyzing the characteristics of the user, and then performing accurate advertisement delivery according to the characteristics of the user. The above advertising process is not authorized by the user, and the implementation of the cookie tracking technology depends on the settings of the browser. When the browser does not start the cookie, the precise advertisement cannot be continued.

【发明内容】 [Summary of the Invention]

The technical problem to be solved by the present application is to provide a method for acquiring a user identity, an advertisement delivery method, a device and a system, which can implement advertising based on the authorization of the user without relying on the browser setting without relying on the browser setting technology. Accurate delivery.

In one aspect, a method for obtaining a user identity is provided, including: receiving a request for acquiring a user identity, the request including at least an IP address of the user; converting the IP address of the user into a corresponding line identifier; Whether the user corresponding to the line identifier is allowed to provide the identity information; if the user corresponding to the line identifier is allowed to provide the identity information, the line identifier is converted into a corresponding user identity, and the user identity is returned to The device that issued the request.

The first implementation manner of the present aspect: before the step of receiving the request for acquiring the user identity, the method further includes: pre-generating a correspondence between the line identifier and the user identity information and saving.

The second implementation manner of this aspect: if the user corresponding to the line identifier does not allow the identity information to be provided, returning the prompt that the user requests anonymity.

A third implementation manner of the present aspect: after the step of returning the user identity to the device that sends the request, the method further includes: recording the number of times the user identity is returned to the device that sends the request.

In another aspect, a method for obtaining a user identity is provided, including: sending a request for acquiring user identity information, the request including at least a user's IP address; and receiving a user identity obtained according to the user's IP address translation Logo.

A first implementation manner of the aspect: the method further includes: receiving a prompt that the user who does not provide the user identity information requests anonymity.

In another aspect, an advertisement delivery method is provided: receiving a request for sending an advertisement to a user, the request including at least an IP address of the user; receiving a user identity obtained according to the IP address translation of the user; The identity identifies the advertisement that needs to be sent to the user and sends it to the client server.

A first implementation manner of the present aspect: the method further includes: receiving a prompt for the user to request anonymity, and receiving an advertisement sent by the advertisement manufacturer that wins the bid to the anonymous user, and sending the advertisement to the client server.

The second implementation manner of the present aspect: the step of acquiring an advertisement that needs to be sent to the user and sending the advertisement to the client server according to the user identity identifier includes: acquiring a user feature according to the user identity identifier, and then according to the Describe the user feature, obtain an advertisement sent by the advertisement manufacturer that the bidder wins to the user, and send the advertisement to the client server.

A third implementation manner of the present aspect: after the step of receiving the user identity that is obtained according to the user's IP address translation, the method further includes: recording the number of times the user identity is successfully obtained and saving the number of times.

A fourth implementation manner of the present aspect: after the step of acquiring an advertisement that needs to be sent to the user and sending the advertisement to the client server according to the user identity, the method further includes: recording the number of times the advertisement is sent and saving the number of times local.

A fifth implementation manner of the aspect: the step of receiving a request for sending an advertisement to a user is: receiving a request to send an advertisement to all users currently watching a network television channel.

A sixth implementation manner of the present aspect: the step of acquiring an advertisement that needs to be sent to the user and sending the advertisement to the client server according to the user identity identifier includes: acquiring a user feature according to the user identity identifier, and receiving the The advertisement of the user feature needs to be sent to all users currently watching the network television channel; determining the need to send to each of the users according to the corresponding relationship between the configured advertisement of the network television channel, the normal program, and the viewing user identity Advertising: switching the destination IP address, the destination media access control address, and the check field of the multicast message carrying the advertisement that needs to be sent to each of the users to the IP address of the multicast message of the currently viewed normal program An address, a multicast media access control address, and a check field to separately send the advertisements that need to be sent to all users currently watching the network television channel to the corresponding users.

In another aspect, an access device is provided, where the access device includes a receiving module, a first converting module, a determining module, and a second converting module, where: the receiving module is configured to receive a user's IP address, and The IP address of the user is output to the first conversion module; the first conversion module is configured to convert an IP address of a user from the receiving module into a corresponding line identifier, and output the line identifier to the Determining a module; the determining module is configured to determine whether the user corresponding to the line identifier obtained by the first conversion module is allowed to provide identity identification information, and output the determination result to the second conversion module; The conversion module is configured to convert the line identifier into a user identity corresponding to the line identifier when the user corresponding to the line identifier is allowed to provide the identity information.

The first implementation manner of the aspect: the device further includes: a setting module, configured to pre-generate a correspondence between the line identifier and the user identity and save the corresponding relationship.

The second implementation manner of the aspect is: the receiving module is specifically configured to receive a request for sending an advertisement to all users who watch the current channel of the network television, and obtain an IP address of all users who watch the current channel of the network television from the request, and Outputting the IP address of the user to the first conversion module.

A third implementation manner of the present aspect: the device further includes an advertisement obtaining module, configured to acquire, according to the user identity identifier obtained by the second conversion module, an advertisement server that needs to send to all users of the current channel of the network television advertisment.

A fourth implementation manner of the present aspect: the device further includes an advertisement sending module, configured to send, from the advertisement acquiring module, the advertisement that needs to be sent to all users who watch the current channel of the network television to the network television end.

A fifth implementation manner of the present aspect: the advertisement sending module is specifically configured to determine, according to a correspondence relationship between a viewing user, an advertisement, and a normal program corresponding to the network television channel, an advertisement corresponding to each user to be sent, by using the bearer The destination IP address, the destination media access control address, and the check field of the multicast packet of the advertisement to be sent to each of the users are switched to the IP address of the multicast packet of the currently viewed normal program, and the multicast media. Accessing the control address and the check field to send the advertisement from the advertisement acquisition module to the network television terminal.

In another aspect, an advertisement server is further provided, including a first receiving module, a second receiving module, a feature acquiring module, an advertisement acquiring module, and an advertisement sending module, wherein: the first receiving module is configured to receive from a client server. a request for sending an advertisement to a user, the request including at least an IP address of the user, and outputting the IP address of the user to the access device; and the second receiving module is configured to receive when the user allows the identity information to be provided a user identity identifier obtained by the access device according to a user's IP address translation, and outputting the user identity identifier to the feature acquisition module and the client server; or when the user is not allowed to provide the identity identification information Receiving, by the user of the access device, an anonymity prompt, and outputting the prompt that the user requests anonymity to the advertisement obtaining module and the client server; the feature obtaining module is configured to use the user identity identifier, Acquiring user features from the user feature data platform, and outputting the user features to the advertisement acquisition And the advertisement obtaining module acquires an advertisement that needs to be sent to the user from the advertisement demand platform according to the user feature or the prompt of the user requesting anonymity from the second receiving module, and outputs the advertisement to the An advertisement sending module, configured to send the advertisement that needs to be sent to a user to a client server.

The first implementation manner of the aspect: the server further includes a first recording module, configured to record, by the second receiving module, the number of times the user identity identifier obtained by the access device according to the user's IP address is converted.

The second implementation manner of the aspect: the server further includes a second recording module, configured to record the number of times the advertisement obtaining module needs to send the advertisement to the user from the advertisement demand platform.

A third implementation manner of the aspect: the first receiving module is specifically configured to receive a request to send an advertisement to all users who watch the current channel of the network television.

A fourth implementation manner of the present aspect: the advertisement obtaining module is specifically configured to: send an advertisement that is obtained from the advertisement demand platform to all users who are watching a current channel of the network television, and output the advertisement to the advertisement. The advertisement sending module is specifically configured to output the advertisement to the access device, so that the access device outputs the advertisement to the client server.

In another aspect, a client server is provided, including: a sending module and a receiving module, wherein: the sending module is configured to send a request for acquiring a user identity, where the request includes at least a user IP address, and The user's IP address is output to the access device; the receiving module is configured to receive the user identity identifier obtained from the access device according to the user's IP address translation.

The first implementation manner of the present aspect: the sending module is further configured to send a request for sending an advertisement to the user, where the request includes an IP address or a user ID of the user, and the receiving module is further configured to receive the need to send to the user Advertising and output.

The second implementation manner of the aspect: the sending module is specifically configured to send a notification that the current channel of the network television enters the advertisement time to the access device, and the access device sends a request for advertising to all users who watch the current channel of the network television. Sent to the ad server, the request includes the IP address or all user IDs of all users.

In still another aspect, an advertisement delivery system is provided, including a processor and a receiver and a transmitter electrically connected to the processor, respectively, wherein: the receiver is configured to receive a request to send an advertisement to a user, the request including at least The user's IP address, the request is output to the processor; the processor is configured to use the user identity identifier obtained by using the user IP address translation when the user allows the identity to be provided, and according to the user identity Obtaining an advertisement that needs to be sent to the user, outputting the advertisement and/or user identity to the sender; the sender is configured to send the advertisement and/or user identity to a requesting third party device .

The beneficial effects of the present application are: different from the prior art, the implementation manner of the method for obtaining the user identity (user ID) of the present application, by the correspondence between the line identifier and the user ID, in the case that the user is allowed to provide the user ID, The user ID is converted to the corresponding user ID by the line identifier, so that the user ID can be obtained only when authorized. In addition, since the user ID is unique, it is possible to map multiple line identifiers to the same user ID. Thus, when the user uses multiple terminal devices, even if the same user has multiple IP addresses, the line identifier can be converted. A unique user ID is obtained, so that the user ID obtained on one terminal device can be used for other terminal devices of the same user.

On the other hand, different from the prior art, the implementation manner of the advertisement delivery method of the present application obtains the user ID when the user allows the identity information to be provided by the user's IP address, and the advertisement manufacturer can obtain the user feature according to the user ID. Determine whether to send advertisements to the current user, so as to achieve accurate delivery of advertisements under user authorization.

【附图说明】 [Description of the Drawings]

1 is a flowchart of an embodiment of a method for obtaining a user identity of the present application;

2 is a flowchart of another embodiment of a method for obtaining a user identity of the present application;

3 is a flow chart of an embodiment of an advertisement delivery method of the present application;

4 is a flowchart of an application of an advertisement delivery method of the present application on an IPTV;

FIG. 5 is a schematic structural diagram of an implementation manner of an access device according to the present application; FIG.

6 is a schematic structural diagram of another embodiment of an access device of the present application;

7 is a schematic structural diagram of an embodiment of an advertisement server of the present application;

8 is a schematic structural diagram of another embodiment of an advertisement server of the present application;

9 is a schematic structural diagram of an embodiment of a client server of the present application;

FIG. 10 is a schematic structural diagram of an embodiment of an advertisement placement system of the present application.

【具体实施方式】【detailed description】

At present, many system services or system settings need to be based on user information, such as system advertisement delivery, program recommendation, network security payment, etc., and many data management platforms or websites collect user information, and cannot directly obtain user information. It is usually necessary to obtain accurate user information through the user ID.

Referring to FIG. 1, an embodiment of a method for obtaining a user identity of the present application includes:

Step S101: Receive a request for acquiring a user identity that includes at least a user IP address;

When a third-party device, such as a website or a data management platform, needs to obtain user information or identify the user, the request for obtaining the user ID is sent to the access device, and the request includes at least the IP address of the user. It should be noted that the content contained in the request herein may include the user's mac address in addition to the user's IP address. For example, when a user visits a web page, the user and the website communicate directly through normal IP packets, and no additional information needs to be added to the message. The website can directly obtain the user's IP address by using the IP packet header sent by the user. .

You can directly use the user IP address in the IP packet as the user ID. In this way, first of all, there is no need to add extra content in the message, so as to ensure compatibility with the existing IP protocol; secondly, the IP address on the Internet is unique, thereby ensuring the uniqueness of the user code; finally, the current network, the IP address It can be dynamically allocated by the operator. The user's IP address can be changed periodically to ensure that the website or data management platform cannot obtain user information directly through the IP address.

The access device here refers to a device that allows the UE to access the network, such as an optical line terminal (OLT) or a digital user access multiplexer (DSLAM). The IP address of the user can be obtained through the packets of the ingress port of each interface or recorded during the user dialing process. The request can be sent in the form of a message. The format of the message can be customized. For example, the SNMPv3 protocol can be borrowed, the user ID leaf node is defined, and the IP address is used as an index. The security is guaranteed by the SNMPv3 protocol.

In this implementation manner, when the third-party device needs to obtain the user ID, the third-party device first sends an IP address back-checking request to the operator root server, and the operator root server sends the IP address to the regional server according to the IP address mask and the internal IP address allocation of the operator. The address reverse check request, the regional server sends an IP address back check request to the access device. Of course, when the carrier size is relatively small, the operator root server can directly send an IP address reverse check request to the access device without going through the regional server.

Step S102: Convert the IP address of the user into a corresponding line identifier.

When receiving the request for obtaining the user ID, the access device converts the IP address of the user into a corresponding line identifier by using the user data information recorded by itself, and returns the line identifier to the regional server. The line identification here is mainly a way of identifying the line, and can have many representations. For example, the line ID, the line stream, etc. can be used as the line identifier, and one access user can be uniquely identified.

Step S103: determining whether the user corresponding to the line identifier is allowed to provide the user identity information;

According to the line identifier, it is determined whether the corresponding user is allowed to provide the user ID information. That is, it is determined whether the user information corresponding to the line identifier has user ID information. If there is user ID information, the user is allowed to provide user ID information, and if there is no user ID information, the user is not allowed to provide user ID information. For convenience, the ID of the user who requests anonymity may be uniformly set to 0. As long as the user information corresponding to the line identifier is 0, the user is not allowed to provide the user ID information, otherwise, the user ID information is allowed to be provided. If the user is allowed to provide the user ID information, step S104 is performed. If the user does not allow the user ID information to be provided, step S105 is performed.

Step S104: Convert the line identifier into a corresponding user identity identifier;

When the user corresponding to the line identifier is allowed to provide the user ID information, the line identifier is converted into a corresponding user ID and returned to the third party device. In turn, the user information can be obtained by the user ID. This conversion process takes place on the access device, and of course on the root or regional server. The correspondence between the user ID and the line identifier is already generated in advance during network planning. Therefore, even if multiple devices of the same user have different IP addresses, they can be mapped to a unified user ID during the conversion. After the access device returns the user ID to the third-party device, the number of times the access device returns the user ID to the third-party device is recorded, and the number of times can be used as the charging standard.

It is worth mentioning that, because the IP address is dynamically allocated and periodically refreshed, when the access device needs to reassign the IP address, the user data information is refreshed so that the user ID does not change when the user IP address changes. Of course, the server can also be notified when the IP address is reassigned, so that the server caches part of the IP address, thereby reducing the frequency of querying the access device.

Step S105: Notifying the third party device by the access device that the user requests anonymity.

Through the description of the foregoing embodiments, it can be understood that, in the method for acquiring a user ID, the user's IP address is converted into a corresponding identifier by using a line identifier in a case where the user allows the user ID to be provided by the correspondence between the line identifier and the user ID. The user ID can be used to obtain user information through the user ID, so that the user information can be obtained only when authorized. The user ID obtained by this method can be provided to any third-party application that is pushed based on user information.

In addition, since the user ID is unique, it is possible to map multiple line identifiers to the same user ID. Thus, when the user uses multiple terminal devices, even if the same user has multiple IP addresses, the line identifier can be converted. A unique user ID is obtained, so that the user ID obtained on one terminal device can be used for other terminal devices of the same user. Moreover, the information of the unauthorized user can be protected by periodically changing the allocation of the user's IP address, and the third-party device can be prevented from directly obtaining the user information through the user IP address.

Referring to FIG. 2, another embodiment of the method for obtaining a user identity of the present application includes:

Step S201: Send a request for acquiring a user identity that includes at least a user IP address;

When a third-party device, such as a website or a data management platform, needs to obtain user information or identify the user, the request for obtaining the user ID is sent to the access device, and the request includes at least the IP address of the user. The request can be sent in the form of a message. The format of the message can be customized. For example, the SNMPv3 protocol can be borrowed, the user ID leaf node is defined, and the IP address is used as an index. The security is guaranteed by the SNMPv3 protocol.

Step S202: When the user is allowed to provide the user identity information, receiving the user identity obtained according to the user's IP address translation;

When the user allows the user ID information to be provided, the third party device receives the user ID obtained according to the user's IP address conversion. When the user does not allow the user ID information to be provided, the user is prompted to request anonymity.

Referring to FIG. 3, an implementation manner of the advertisement delivery method of the present application includes:

Step S301: Receive a request for sending an advertisement to a user including at least an IP address of the user;

When an advertisement needs to be sent to the user, a request is sent to the ad exchange, the request including at least the user's IP address. The advertisement transaction platform outputs the user's IP address to the access device to obtain the user ID and obtain the user characteristic information, thereby realizing the acquisition of the advertisement.

Step S302: When the user allows the user identity information to be provided, the user identity identifier obtained according to the user's IP address conversion is received;

When the access device determines that the user is allowed to provide the user ID information, the advertisement transaction platform receives the user ID obtained by the access device according to the user's IP address conversion. When the user does not allow the user ID information to be provided, the receiving access device returns. The user requested an anonymous prompt. After receiving the user ID obtained by converting the IP address of the user, the number of times the user ID is successfully obtained is recorded and stored locally, which can be used as a basis for charging.

Step S303: Acquire an advertisement that needs to be sent to the user according to the user identity, and send the advertisement to the client server.

The advertisement transaction platform outputs the received user ID to the user feature database to obtain the user feature, and sends the acquired user feature to the advertisement demand platform, and according to the user feature, each advertisement manufacturer that needs to send the advertisement to the user performs bidding. The ad exchange receives the advertisement that the bid winner pushes to the current user and sends it to the client server. When the user is not allowed to provide the identity information, the advertisement transaction platform asks the advertisement demand platform whether there is an advertisement to be sent to the anonymous user according to the user's request for anonymity. Each vendor that needs to send an advertisement to an anonymous user bids, and the ad exchange receives the advertisement that the bid winner pushes to the anonymous user and sends it to the client server.

It should be noted that if the request for obtaining an advertisement is initiated after the user ID has been obtained, the step of acquiring the user ID by the IP address is not required, and the user ID is directly sent in the request for obtaining the advertisement, and the advertisement transaction platform directly according to the user. The ID gets the user characteristics to get the ads that need to be sent to the user. When the user requests anonymity, a request to send an advertisement to the anonymous user is directly sent, and the advertisement transaction platform obtains an advertisement sent to the anonymous user from the advertisement demand platform.

In addition, after the advertisement that needs to be sent to the user is sent to the client server, the number of times the advertisement is sent is stored and stored locally, and the number of times the advertisement is successfully sent can be known as the basis for charging.

Through the description of the foregoing embodiments, it can be understood that the implementation manner of the advertisement delivery method of the present application obtains the user ID when the user allows the identity information to be provided by the user's IP address, and the advertisement manufacturer can obtain the user feature according to the user ID to determine whether Send advertisements to current users to achieve accurate delivery of ads under user authorization. Moreover, the implementation manner of the advertisement delivery method of the present application can be applied to advertisement placement of various terminal devices, such as a personal computer, a tablet computer, a smart phone, an Internet TV (IPTV), and the like.

In the following, we will further illustrate the advertisement delivery method of the present application by taking an advertisement on IPTV as an example. Referring to FIG. 4, the method for IPTV advertisement delivery includes the following steps:

Step S401: The access device receives the notification that the network television channel enters the advertisement time;

The key to advertising to IPTV users is to obtain user characteristics. Therefore, during the network planning, the access device can obtain the line connection relationship in the cell, that is, the IP address of the IPTV device used by the user and the IP address of the Internet device used by the same user. For example, when a user uses a smartphone, a tablet, a personal computer, and an IPTV device to connect to the network through the same access device, the access device can obtain any or all of the IP addresses of the smartphone, tablet, personal computer, and IPTV device. address. Therefore, the IP address of the user's IPTV device and the IP address of the Internet device used by the same user can be mapped to the same user ID. In this way, when an advertisement needs to be placed to an IPTV user, the step of acquiring the user ID by the user IP address does not need to be repeated, and the user ID is directly sent in the request for obtaining the advertisement. At this time, the user feature of the IPTV user needs to be queried, and the user feature corresponding to the user ID obtained by the other online device of the user is queried. The user feature corresponding to the user ID has been collected in the previous online activity, and can be directly used to improve the efficiency of advertising.

The access device receives a notification that the IPTV device sends an advertisement time to a certain channel of the IPTV sent by the message. For example, "the user X1-Xn enters the advertisement time on the channel m that is viewed", wherein when the user allows the identification information to be provided, X1-Xn is the user ID.

Step S402: Send a request to send an advertisement to all users currently watching the network television channel;

The access device sends a request to the BTV advertising decision platform to send an advertisement to the user viewing the current channel. For example, "What ads should users X1-Xn serve?" The BTV advertisement decision platform here can be understood as an interactive platform of the advertisement transaction platform and the advertisement demand platform mentioned in the above embodiment.

Step S403: Acquire a user feature according to the user identity, and receive an advertisement that is acquired according to the user feature and needs to be sent to all users currently watching the network television channel;

After receiving the user IDs of all viewing users, the BTV advertisement decision platform queries the user feature database for the user characteristics corresponding to the user ID. For example, "What are the characteristics of the user X1-Xn", after the user feature database queries the corresponding user feature, it returns to the BTV advertising decision platform. For example, "user characteristics of user X1-Xn are Y1-Yn". The BTV advertisement decision platform acquires an advertisement that needs to be sent to the viewing user according to the user feature and sends it to the access device. For example, "users X1-Xn respectively advertise Z1-Zn". The access device receives, through the multicast group, an advertisement that is acquired according to the user characteristics and needs to be sent to all users currently watching the network television channel.

The advertisements sent to the viewing user here may be the same advertisement or different advertisements. The access device can join multiple program multicast groups and multiple advertisement video multicast groups in advance, and configure which group IPs are advertisement videos and which group IPs are normal programs, which facilitates forwarding process identification and switching. When different advertisements are sent for different users, the access device receives different advertisements from multiple advertisement video multicast groups. Of course, the advertisement video may also be stored in advance on the access device. When a certain program enters the advertisement time, the corresponding advertisement video is directly found from the access device and sent to the corresponding user.

Step S404: determining an advertisement that needs to be sent to each user according to the corresponding relationship between the configured advertisement of the network television channel, the normal program, and the identity of the viewing user;

According to the bidding result of the advertisement platform or the pre-planning of the TV channel, the correspondence between the advertisement and the normal program and the user ID of the user currently watching the network television channel can be pre-configured. This correspondence can be fixedly set, or can be dynamically modified by the user viewing system. In this way, different users and advertisements can be configured, and even users who simultaneously watch the same channel can send different advertisements correspondingly. After receiving the advertisements that need to be sent to the user, the access device determines the advertisements that need to be sent to each user according to the pre-configured correspondence.

Step S405: Switch the destination IP address, the destination media access control address, and the check field of the multicast packet carrying the advertisement that needs to be sent to each user to the IP address of the multicast packet of the corresponding currently viewed normal program. An address, a multicast media access control address, and a check field to send an advertisement to the corresponding user that needs to be sent to the user currently watching the network television channel;

Both the advertisement video and the normal program are carried on the multicast packet. After determining the advertisement corresponding to each user, the destination IP address and destination of the multicast advertisement by switching the corresponding advertisement are output when the output port outputs the advertisement video. The media access control address (MAC) and the check field are sent to the destination IP address, destination MAC, and check field of the corresponding currently viewed normal program to implement the advertisement. After the advertisement is played, the switching of the IP address, the destination MAC, and the check field is stopped, and the normal program is played.

If the access device is not the end user but the optical node (ONU), the switching of the destination IP address and destination MAC address of the above-mentioned packet is completed by the ONU.

The access device records the number of times the advertisement video is actually delivered to the user and the number of multicasts used when the advertisement is delivered (that is, the number of times the destination IP address is replaced), and can know the number of advertisements delivered and the effective performance of the normal program. The number of advertisers can also be used as a basis for billing.

The implementation manner of advertising on the IPTV is implemented for the implementation of the accurate advertisement on the IPTV. When the user is not allowed to provide the identity, the advertisement is delivered in the manner of sending the advertisement to the anonymous user, and details are not described herein.

Referring to FIG. 5, an implementation manner of an access device of the present application includes a receiving module 11, a first converting module 12, a determining module 13, and a second converting module 14, wherein:

The receiving module 11 is configured to receive the IP address of the user, and output the IP address of the user to the first conversion module 12;

The receiving module 11 receives the request for acquiring the user ID sent by the third-party device, obtains the IP address of the user from the request, and outputs the IP address of the user to the first conversion module 12.

The first conversion module 12 is configured to convert the IP address of the user from the receiving module 11 into a corresponding line identifier, and output the line identifier to the determining module 13;

The first conversion module 12 converts the received user's IP address into a corresponding line identifier and outputs it to the determination module 13.

The judging module 13 is configured to determine whether the user corresponding to the line identifier obtained by the first conversion module 12 is allowed to provide the identity identification information, and output the determination result to the second conversion module 14;

The determining module 13 receives the line identifier sent by the first converting module 12, and determines whether the user corresponding to the line identifier is allowed to provide the identity information. If the user allows the identity information to be provided, the line identifier is output to the second converting module 14, if the user If the user ID information is not allowed, the user's prompt for anonymous will be returned directly.

The second conversion module 14 is configured to convert the line identifier into a user ID corresponding to the line identifier when the user corresponding to the line identifier is allowed to provide the identity information;

When the user allows the identification information to be provided, the second conversion module 14 receives the line identification from the determination module 13 and converts the line identification into a corresponding user ID. When the user does not allow the identity information to be provided, the user is prompted to request anonymity.

Referring to FIG. 6 , another embodiment of the access device of the present application includes: a receiving module 21 , a first converting module 22 , a determining module 23 , a second converting module 24 , a setting module 25 , an advertisement acquiring module 26 , and an advertisement sending module 27 . among them:

The receiving module 21 is configured to receive a request to send an advertisement to all users who watch the current channel of the network television, obtain an IP address of all users who watch the current channel of the network television from the request, and output the IP address of the user to the first conversion module 22;

The first conversion module 22 is configured to convert the received user's IP address into a corresponding line identifier and output to the determining module 23;

The judging module 23 is configured to determine whether the user corresponding to the line identifier obtained by the first conversion module 22 is allowed to provide the identity identification information, and output the determination result to the second conversion module 24;

The second conversion module 24 is configured to convert the line identifier into a user ID corresponding to the line identifier when the user corresponding to the line identifier is allowed to provide the identity identification information;

The second conversion module 24 is configured to convert the line identifier into a corresponding user ID when the user allows the identity information to be provided, and return a prompt for the user to request anonymity when the user does not allow the identity information to be provided.

The setting module 25 is configured to pre-generate a correspondence between the line identifier and the user ID and save the relationship;

The setting module 25 pre-generates the correspondence between the line identifier and the user ID and saves it for use by the second conversion module 24 at the time of conversion.

The advertisement obtaining module 26 is configured to obtain, from the advertisement server, an advertisement that needs to be sent to all users who watch the current channel of the network television according to the user ID obtained by the second conversion module 24;

When it is required to send an advertisement to a user of the current channel of the network television, the advertisement acquisition module 26 acquires an advertisement that needs to be transmitted to all users who watch the current channel of the network television from the advertisement server according to the converted user ID. The advertisement acquisition module 26 can receive different advertisements through multiple multicasts.

The advertisement sending module 27 is configured to send an advertisement from the advertisement obtaining module 26 that needs to be sent to all users who watch the current channel of the network television to the network television end.

The advertisement sending module 27 determines the advertisement corresponding to each user according to the pre-configured relationship between the viewing user, the advertisement and the normal program, and switches the destination IP address of the corresponding advertisement multicast message when the output port outputs the advertisement video. And the destination MAC address, the destination MAC address, and the check field to the corresponding currently viewed normal program, the destination IP address, the destination MAC, and the check field, to enable the advertisement from the advertisement acquisition module 26 to be sent to the network television end.

Referring to FIG. 7, an embodiment of the advertisement server of the present application includes a first receiving module 31, a second receiving module 32, a feature acquiring module 33, an advertisement obtaining module 34, and an advertisement sending module 35, wherein:

The first receiving module 31 is configured to receive a request for sending an advertisement from a client server to the user, requesting at least an IP address of the user, and outputting the IP address of the user to the access device;

The first receiving module 31 receives a request for sending an advertisement to the user, obtains the IP address of the user from the request, and outputs the IP address of the user to the access device.

The second receiving module 32 is configured to: when the user is allowed to provide the identity information, receive the user ID obtained by the access device according to the IP address translation of the user, and output the user ID to the feature acquiring module 33 and the client server; or When the user is not allowed to provide the identity information, the user receiving the access device requests an anonymous prompt, and outputs the prompt that the user requests the anonymous to the advertisement obtaining module 34 and the client server;

The second receiving module 32 is configured to receive a user ID obtained from the access device according to the user's IP address translation or receive a prompt for the user to request anonymity. On the other hand, the second receiving module 32 is further configured to receive a request sent by the network television through the access device to send advertisements to all users watching the current channel of the network television, and obtain user IDs of all users from the request. The acquired user ID is output to the feature acquisition module 33.

The feature acquisition module 33 is configured to acquire a user feature from the user feature data platform by using the user ID, and output the user feature to the advertisement acquisition module 34;

The feature acquisition module 33 acquires the user feature from the user feature data platform according to the user ID, and outputs the acquired user feature to the advertisement acquisition module 34.

The advertisement acquisition module 34 acquires an advertisement that needs to be sent to the user from the advertisement demand platform according to the user feature or the prompt from the second receiving module 32 to request anonymity, and outputs the advertisement to the advertisement sending module 35;

The advertisement obtaining module 34 acquires an advertisement that needs to be sent to the user from the advertisement demand platform according to the user feature or the user ID that requires anonymity, and outputs the obtained advertisement to the advertisement sending module 35.

The advertisement sending module 35 is configured to send an advertisement that needs to be sent to the user to the client server.

The advertisement delivery module 35 will receive advertisements from the advertisement acquisition module 34 that need to be sent to the user and send them to the client server. The advertisement sending module 35 may output the received advertisement to the access device, and send the advertisement to the client server through the access device.

Referring to FIG. 8 , another embodiment of the advertisement server of the present application includes a first receiving module 41 , a second receiving module 42 , a feature acquiring module 43 , an advertisement acquiring module 44 , an advertisement sending module 45 , a first recording module 46 , and a second record. Module 47, wherein:

The first receiving module 41 is configured to receive a request for sending an advertisement to the user, obtain an IP address of the user from the request, and output the IP address of the user to the access device.

The second receiving module 42 is configured to receive a user ID obtained from the access device according to the user's IP address translation or receive a prompt for the user to request anonymity. Or receive a request to send an advertisement to the network television terminal, and obtain the user ID of all network television viewing users from the request. And output the obtained user ID to the feature acquisition module 43;

The feature acquisition module 43 is configured to acquire the user feature from the user feature data platform according to the user ID, and output the acquired user feature to the advertisement acquisition module 44;

The advertisement obtaining module 44 is configured to obtain an advertisement that needs to be sent to the user from the advertisement demand platform according to the user feature or the user ID that requires anonymity, and output the obtained advertisement to the advertisement sending module 45;

The advertisement sending module 45 is configured to receive an advertisement from the advertisement obtaining module 44 that needs to be sent to the user and send the advertisement to the client server;

The first recording module 46 is configured to record the number of times the second receiving module 42 receives the user ID obtained from the access device according to the user's IP address translation;

The first recording module 46 records and saves the number of times the user ID is obtained by IP address conversion, and can be used as a basis for charging a fee for requesting the user ID.

The second recording module 47 is configured to record the number of times the advertisement obtaining module 44 needs to send the advertisement to the user from the advertisement demand platform;

The second recording module 47 records the number of times the advertisement is obtained, which can be used as a basis for the mobile phone fee to the advertiser.

Referring to FIG. 9, an embodiment of a client server of the present application includes: a sending module 51 and a receiving module 52, where:

The sending module 51 is configured to send a request for acquiring a user ID, requesting at least an IP address of the user, and outputting the IP address of the user to the receiving module 52;

The sending module 51 sends a request for acquiring a user ID, where the request includes at least the IP address of the user, and outputs the IP address of the user to the access device.

When it is required to send an advertisement to the user, the sending module 51 is specifically configured to send a request for sending an advertisement to the user. When there is no user ID of the corresponding user in the client server, the user ID is sent together with the request for sending the advertisement to the user; when the ID of the corresponding user is in the client server, the ID of the user and the request for sending the advertisement to the user are sent. send together.

When the advertisement is sent to the network television user, the sending module 51 is specifically configured to send a notification that the current channel of the network television enters the advertisement time to the access device, and the access device sends a request for advertising to all users who watch the current channel of the network television. Sent to the ad server, the request includes all users' IP addresses or all user IDs.

The receiving module 52 is configured to receive a user ID obtained from the access device according to the user's IP address translation.

The receiving module 52 receives the user ID obtained by the access device according to the user's IP address translation.

The receiving module 52 is further configured to receive an advertisement that needs to be sent to the user. When the user allows the user ID information to be provided, the receiving module 52 receives the advertisement that needs to be sent to the user according to the user ID; when the user does not allow the identity information to be provided, the receiving module 52 receives the advertisement that needs to be sent to the anonymous user.

Referring to FIG. 10, the advertisement delivery system of the present application includes a processor 61 and a receiver 62 and a transmitter 63 respectively electrically connected to the processor 61, wherein:

The receiver 62 is configured to receive a request to send an advertisement to the user, the request includes at least the IP address of the user, and output the request to the processor 61;

The processor 61 is configured to: when the user is allowed to provide the identity, use the user IP address to obtain the user ID, and obtain the advertisement that needs to be sent to the user according to the user ID, and output the advertisement and/or the user ID to the sender 63;

The sender 63 is configured to send the advertisement and/or user ID to the requesting third party device.

Through the foregoing description of the embodiments, it can be understood that, different from the prior art, the implementation manner of the method for obtaining a user ID in the present application is based on the correspondence between the line identifier and the user ID, and in the case that the user is allowed to provide the user ID, the line identifier will be The user's IP address is converted to the corresponding user ID, so that the user ID can be obtained only when authorized. In addition, since the user ID is unique, it is possible to map multiple line identifiers to the same user ID. Thus, when the user uses multiple terminal devices, even if the same user has multiple IP addresses, the line identifier can be converted. A unique user ID is obtained, so that the user ID obtained on one terminal device can be used for other terminal devices of the same user.

On the other hand, different from the prior art, the implementation manner of the advertisement delivery method of the present application obtains the user ID when the user allows the identity information to be provided by the user's IP address, and the advertisement manufacturer can obtain the user feature according to the user ID. Determine whether to send advertisements to the current user, so as to achieve accurate delivery of advertisements under user authorization. It can be seen that the implementation method of the advertisement delivery method of the present application can implement the accurate delivery of the advertisement based on the authorization of the user without relying on the browser setting.

In the several embodiments provided by the present application, it should be understood that the disclosed apparatus and method may be implemented in other manners. For example, the device implementations described above are merely illustrative. For example, the division of the modules or units is only a logical function division. In actual implementation, there may be another division manner, for example, multiple units or components may be used. Combinations can be integrated into another system, or some features can be ignored or not executed. In addition, the mutual coupling or direct coupling or communication connection shown or discussed may be an indirect coupling or communication connection through some interface, device or unit, and may be in an electrical, mechanical or other form.

The functional modules described as separate components may or may not be physically separated. The components displayed as the unit may or may not be physical units, that is, may be located in one place, or may be distributed to multiple network units. . Some or all of the units may be selected according to actual needs to achieve the purpose of the solution of the present embodiment.

In addition, each functional module in each embodiment of the present application may be integrated into one processing unit, or each functional module may exist physically separately, or two or more functional modules may be integrated into one unit. The above integrated unit can be implemented in the form of hardware or in the 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 standalone product, may be stored in a computer readable storage medium. Based on such understanding, the technical solution of the present application, in essence or the contribution to the prior art, or all or part of the technical solution may be embodied in the form of a software product stored in a storage medium. A number of instructions are included to cause a computer device (which may be a personal computer, server, or network device, etc.) or a processor to perform all or part of the steps of the methods described in various embodiments of the present application. The foregoing storage medium includes: a U disk, a mobile hard disk, a read only memory (ROM, Read-Only) Memory, random access memory (RAM), disk or optical disk, and other media that can store program code.

The above description is only the embodiment of the present application, and thus does not limit the scope of the patent application, and the equivalent structure or equivalent process transformation of the specification and the drawings of the present application, or directly or indirectly applied to other related technologies. The fields are all included in the scope of patent protection of this application.

Claims

A method for obtaining a user identity is characterized by comprising:

Receiving a request for obtaining a user identity, the request including at least a user's IP address;

Converting the IP address of the user into a corresponding line identifier;

Determining whether the user corresponding to the line identifier is allowed to provide identity information;

If the user corresponding to the line identifier is allowed to provide identity information, the line identifier is converted into a corresponding user identity, and the user identity is returned to the device that sends the request.
The method according to claim 1, wherein before the step of receiving the request for acquiring the user identity, the method further comprises: pre-generating a correspondence between the line identifier and the user identity information and saving.
The method according to claim 1, wherein if the user corresponding to the line identifier is not allowed to provide identity information, the user is prompted to request anonymity.
The method of claim 1, wherein the step of returning the user identity to the device that issued the request further comprises: recording the returning the user identity to the device that issued the request frequency.
A method for obtaining a user identity is characterized by comprising:

Sending a request for acquiring user identity information, where the request includes at least a user's IP address;

Receiving a user identity obtained according to the user's IP address translation.
The method according to claim 5, wherein the method further comprises: receiving a prompt that the user who does not provide the user identity information requests anonymity.
An advertising method is characterized in that it comprises:

Receiving a request to send an advertisement to a user, the request including at least a user's IP address;

Receiving a user identity obtained according to the user's IP address translation;

According to the user identity, an advertisement that needs to be sent to the user is obtained and sent to the client server.
The method according to claim 7, wherein the method further comprises: receiving a prompt for the user to request anonymity, and receiving an advertisement sent by the advertiser who wins the bid to the anonymous user, and transmitting the advertisement to the client. End server.
The method according to claim 7, wherein the obtaining, according to the user identity, the advertisement that needs to be sent to the user and sending the advertisement to the client server comprises: acquiring the user feature according to the user identity And, according to the user feature, obtaining an advertisement sent by the advertisement manufacturer that the winning bid wins to the user, and sending the advertisement to the client server.
The method according to claim 7, wherein the step of receiving the user identity obtained according to the IP address translation of the user further comprises: recording the number of times the user identity is successfully obtained and recording The number of times is saved locally.
The method according to claim 7, wherein the step of acquiring an advertisement to be sent to the user according to the user identity and sending the advertisement to the client server further comprises: recording the number of times the advertisement is sent and The number of times is saved locally.
The method of claim 7, wherein the step of receiving a request to send an advertisement to a user is to receive a request to send an advertisement to all users currently watching the network television channel.
The method according to claim 12, wherein the step of acquiring an advertisement that needs to be sent to the user according to the user identity and sending the message to the client server comprises:

Obtaining a user feature according to the user identity, and receiving an advertisement that is acquired according to the user feature and sent to all users currently watching the network television channel;

Determining an advertisement to be sent to each of the users according to a corresponding relationship between the configured advertisement of the network television channel, the normal program, and the viewing user identity;

The destination IP address, the destination media access control address, and the check field of the multicast packet carrying the advertisement that needs to be sent to each of the users are switched to the IP address of the multicast packet of the currently viewed normal program, The multicast media access control address and the check field are respectively sent to the corresponding user for the advertisements that need to be sent to all users currently watching the network television channel.
An access device, comprising: a receiving module, a first converting module, a determining module, and a second converting module, wherein:

The receiving module is configured to receive an IP address of the user, and output the IP address of the user to the first conversion module;

The first conversion module is configured to convert an IP address of a user from the receiving module into a corresponding line identifier, and output the line identifier to the determining module;

The determining module is configured to determine whether the user corresponding to the line identifier obtained by the first conversion module is allowed to provide identity identification information, and output the determination result to the second conversion module;

The second conversion module is configured to convert the line identifier into a user identity corresponding to the line identifier when the user corresponding to the line identifier is allowed to provide identity information.
The device according to claim 14, wherein the device further comprises:

The setting module is configured to pre-generate and store the correspondence between the line identifier and the user identity.
The device according to claim 14, wherein the receiving module is specifically configured to receive a request to send an advertisement to all users who watch a current channel of the network television, and obtain, from the request, all users who watch the current channel of the network television. An IP address, and outputting the IP address of the user to the first conversion module.
The device according to claim 16, wherein the device further comprises an advertisement obtaining module, configured to acquire, from the advertisement server, the current channel to be viewed from the advertisement network according to the user identity obtained by the second conversion module. Ads sent by all users.
The device according to claim 17, wherein the device further comprises an advertisement sending module, configured to send, from the advertisement obtaining module, the advertisement that needs to be sent to all users who watch the current channel of the network television to the network. TV end.
The device according to claim 18, wherein the advertisement sending module is configured to determine, according to a correspondence between a viewing user, an advertisement, and a normal program corresponding to the network television channel, an advertisement corresponding to each user to be sent, And switching the destination IP address, the destination media access control address, and the check field of the multicast packet carrying the advertisement that needs to be sent to each of the users to the IP address of the multicast packet of the currently viewed normal program. And a multicast media access control address and a check field to send the advertisement from the advertisement acquisition module to the network television end.
An advertisement server, comprising: a first receiving module, a second receiving module, a feature acquiring module, an advertisement acquiring module, and an advertisement sending module, wherein:

The first receiving module is configured to receive a request for sending an advertisement from a client server to a user, where the request includes at least an IP address of the user, and output the IP address of the user to the access device;

The second receiving module is configured to: when the user allows the identity information to be provided, receive a user identity that is obtained from the access device according to the IP address translation of the user, and output the user identity to the feature acquisition. a module and a client server; or when the user does not allow the identity information to be provided, receiving a prompt from the user of the access device to request anonymity, and outputting the prompt requesting the user to the advertisement to the advertisement acquisition module and Client server

The feature acquiring module is configured to acquire a user feature from the user feature data platform by using the user identity identifier, and output the user feature to the advertisement acquiring module;

The advertisement obtaining module acquires an advertisement that needs to be sent to the user from the advertisement demand platform according to the user feature or the prompt of the user requesting anonymity from the second receiving module, and outputs the advertisement to the advertisement. Module

The advertisement sending module is configured to send the advertisement that needs to be sent to the user to the client server.
The server according to claim 20, wherein the server further comprises a first recording module, configured to record that the second receiving module receives a user identity obtained from the access device according to a user's IP address translation. The number of times of identification.
The server according to claim 20, wherein the server further comprises a second recording module, configured to record the number of times the advertisement acquisition module needs to send the advertisement to the user from the advertisement demand platform.
The server according to claim 20, wherein the first receiving module is specifically configured to receive a request to send an advertisement to all users who watch the current channel of the network television.
The server according to claim 23, wherein the advertisement acquisition module is specifically configured to: obtain an advertisement that is obtained from the advertisement demand platform and needs to be sent to all users who watch the current channel of the network television, and output the advertisement to the advertisement The advertisement sending module;

The advertisement sending module is specifically configured to output the advertisement to an access device, so that the access device outputs the advertisement to a client server.
A client server, comprising: a sending module and a receiving module, wherein:

The sending module is configured to send a request for acquiring a user identity, where the request includes at least an IP address of the user, and output the IP address of the user to the access device.

The receiving module is configured to receive a user identity identifier obtained from the access device according to the IP address translation of the user.
The client server according to claim 25, wherein the sending module is further configured to send a request for sending an advertisement to the user, where the request includes an IP address or a user ID of the user; and the receiving module is further configured to receive An advertisement that needs to be sent to the user and output.
The server according to claim 26, wherein the sending module is specifically configured to send a notification that the current channel of the network television enters the advertising time to the access device, and the access device will view the current channel of the network television. A request for all users to send an advertisement is sent to the advertisement server, the request including the IP address of all users or all user IDs.
An advertising delivery system includes a processor and a receiver and a transmitter electrically connected to the processor, respectively:

The receiver is configured to receive a request for sending an advertisement to a user, where the request includes at least an IP address of the user, and the request is output to the processor;

The processor is configured to use a user identity identifier obtained by using the user IP address translation when the user allows the identity to be provided, and obtain an advertisement that needs to be sent to the user according to the user identity identifier, and the advertisement and/or Or a user identity is output to the sender;

The sender is configured to send the advertisement and/or user identity to the requesting third party device.