WO2018045879A1 - 广告访问服务器和广告访问服务方法 - Google Patents

广告访问服务器和广告访问服务方法 Download PDF

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Publication number
WO2018045879A1
WO2018045879A1 PCT/CN2017/098823 CN2017098823W WO2018045879A1 WO 2018045879 A1 WO2018045879 A1 WO 2018045879A1 CN 2017098823 W CN2017098823 W CN 2017098823W WO 2018045879 A1 WO2018045879 A1 WO 2018045879A1
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Prior art keywords
click
advertisement
access server
information
response
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PCT/CN2017/098823
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English (en)
French (fr)
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栾天
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常磊
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

Definitions

  • the present invention relates to the field of advertising, and in particular to an advertisement access server and an advertisement access service method in the field of digital advertisement technology.
  • Performance ads are ads based on the performance of your ads, and advertisers only pay for measurable results.
  • advertising is promoted by advertising agencies.
  • the advertisements will be carried out through various networks (networks) and various channels (Affiliate), the related user activities will be recorded and the effect of the delivery will be evaluated, and the advertiser will pay according to the effect.
  • advertisers pay only after the user has finally reached the advertiser’s landing page and completes the specified behavior (such as downloading, installing, signing up, purchasing, etc.). Because the promotion of users involves advertising agencies, various alliances, and various channels, the advertising costs of advertisers must also be allocated among these units. Different access paths of customers may result in different distribution results.
  • the present invention has been made in view of the above-discussed deficiencies of the prior art for alleviating one or more of the problems existing in the prior art.
  • an advertisement access server comprising: a click information receiving unit, a valid click determining unit, a subsequent system determining unit, a direct connection system determining unit, a response transmitting unit, a request transmitting unit, and a response receiving
  • the click information receiving unit receives the click information of the advertisement audience clicking on the advertisement on the user equipment or the redirect address request from the previous-level advertisement access server including the click information
  • the effective click determining unit is according to the Determining whether the click information is a valid click for the current advertisement intermediary system; the latter system determining unit determines, after the effective click determination unit determines that the click is a valid click, determining the subsequent level that the click should be notified a system;
  • the direct connection system determining unit determines whether the latter system determined by the subsequent system determining unit is directly connected to the system, In a system directly connected to the current advertisement intermediary system, the response sending unit sends a redirect response including the address of the non-direct system to the advertisement when the latter system is determined to be the
  • the advertisement access server further includes an invalid click processing unit, and when the valid click determining unit determines that the click is an invalid click according to the click information, the invalid click processing unit processes the invalid click .
  • the advertisement access server further includes a local determining unit, and when the direct connection system determining unit determines that the latter system is a direct connection system, the local determining unit determines the latter stage Whether the server of the system is located at the advertisement access server, if it is located at the local server of the advertisement access server, the latter system is set as the current advertisement intermediary system, and the valid click determination unit determines that the current advertisement intermediary is set as the current advertisement.
  • the post-stage system of the system whether the received click is a valid click, and the post-stage system determining unit determines, after the click is a valid click, a post-stage system to which the click should be notified, the direct-link system Determining, by the determining unit, whether the subsequent system is directly connected to the system, and the request sending unit sends redirection address request information to the server of the subsequent system when the subsequent system is determined to be a direct connection system; the response Receiving, by the receiving unit, a response to the redirected address request information sent by the post-stage advertisement access server, the response Transmission unit to the transmitting the response to this ad click information access server before a user equipment or access to ad servers.
  • the advertisement access server When the host name part of the URL address of the latter system belongs to the address served by the advertisement access server, that is, the advertisement access server finally receives and processes the address for which the advertisement is accessed, the post system is considered to be located. This ad is accessed at the server.
  • the present invention provides an advertisement access service method for use at an advertisement access server, the method comprising the steps of: clicking a message receiving step of receiving an advertisement audience to click on an advertisement on a user device Clicking on the information or the redirect address request from the previous-level advertisement access server containing the click information; the effective click determination step, determining whether the click is valid click for the current advertisement intermediary system; the subsequent system determining step Determining that the click is a valid click, determining that the click should be notified a post-stage system; a direct-connection system determining step of determining whether the post-stage system is a direct-attached system, and a redirect response sending step, where the non-direct connection is included when the post-stage system is determined to be a non-direct-linked system
  • the redirect response of the address of the system is sent to the user equipment or the previous-level advertisement access server that sends the click information to the advertisement access server, and the redirect address request sending step is sent when the later system is determined to be the direct connection system.
  • an advertisement access server including: a click information receiving unit, a valid click determining unit, a subsequent system determining unit, a response sending unit, and a click notification unit; and the click information receiving unit receives the advertisement a click information of the click on the advertisement on the user equipment or a redirect address request from the previous-level advertisement access server, including the click information; the effective click determination unit determines, according to the click information, the current advertisement intermediary system Determining whether it is a valid click; the post-stage system determining unit determines, when the valid click determining unit determines that the click is a valid click, determines all the post-level direct-linking systems that the click should be notified, that is, directly a system in which the current advertisement intermediary system is connected; the response sending unit sends a redirect response including the address of the last-level rear-level direct-connection system to the user equipment or the previous-level advertisement access server that sends the click information to the advertisement access server, The click unit sends the click information to
  • an advertisement access service method for use at an advertisement access server, comprising: receiving click information of an advertisement audience clicking on an advertisement on a user equipment or inclusion from a previous-level advertisement access server Redirecting the address request of the click information; determining, according to the click information, whether it is a valid click for the current advertisement intermediary system; and determining that the click is a valid click, determining that the click should be notified after all Level direct connection system, that is, a system that can directly connect with the current advertisement intermediary system; send a redirect response containing the address of the last stage direct connection system to the user equipment or the previous level that sends the click information to the advertisement access server
  • the advertisement access server sends the click information to all of the subsequent direct connection systems determined by the subsequent system determining unit.
  • the invention further relates to a computer software that can be directly executed by a computer, or can be executed by a computer after being interpreted and/or compiled to implement the methods disclosed and claimed herein.
  • the invention further relates to a computer readable tangible medium on which computer software is stored, which may be directly executed by a computer, or which may be executed by a computer after being interpreted and/or compiled to implement the methods disclosed and claimed herein.
  • the computer readable tangible medium includes, but is not limited to, a magnetic disk, a CD, a ROM, a RAM, a hard disk, etc., and other computer readable storage media that utilize light, electricity, and the like.
  • the communication of the intermediate system is directly solved between the servers, which improves the efficiency of the entire advertisement click process, and the faster network communication brings a better user experience, improves the effect of the advertisement, and improves the advertisement.
  • the value of the expenditure is directly solved between the servers, which improves the efficiency of the entire advertisement click process, and the faster network communication brings a better user experience, improves the effect of the advertisement, and improves the advertisement.
  • FIG. 1 is a schematic diagram showing the flow of information of a known digital advertising system
  • FIG. 2 shows a schematic diagram of an advertisement access server in accordance with an embodiment of the present invention
  • FIG. 3 is a schematic diagram showing the flow of information of a digital advertising system according to an embodiment of the present invention.
  • FIG. 4 is a flow chart showing an advertisement access service method according to an embodiment of the present invention.
  • FIG. 5 is a schematic flowchart diagram of an advertisement access service method according to another embodiment of the present invention.
  • FIG. 6 shows a schematic diagram of an advertisement access server in accordance with another embodiment of the present invention.
  • FIG. 7 shows a schematic block diagram of a computer that can be used to implement a method and server in accordance with an embodiment of the present invention.
  • the inventors of the present invention conducted research on an advertising system known to the inventors.
  • Figure 1 shows a schematic diagram of the information flow of a known digital advertising system.
  • the digital advertising system includes an affiliate system, an AD Network system, an agent system, and an advertising target system.
  • the servers of the channel system (Affiliate system), the alliance system, and the agent system are not distinguished, and are called advertisement access servers.
  • the affiliate system, the alliance system, and the agent system can be called an advertising intermediary system.
  • Three ad access servers are shown in Figure 1, labeled System A, System B, System C, respectively, indicating that they are controlled by different ad intermediaries.
  • the server of the advertising target system stores a target webpage, also called an advertisement target webpage server.
  • the final content is not necessarily a web page, but an application to be downloaded, etc., and thus the web page is merely an example, and the target web server may also be referred to as an advertisement target server.
  • the user device when a user clicks on an advertisement on a user device, the user device arrives at a series of network interaction sequences before the target address (ie, the advertiser's target web page).
  • the user device may be, for example, a mobile phone, an IPAD, a notebook computer, a desktop computer, or the like.
  • the mobile phone can be a variety of mobile phones available on the market, such as an antenna, a memory, a receiver and a microphone, buttons, and a display screen capable of displaying advertisements, including a straight-type mobile phone, a flip-type mobile phone, and the like.
  • the IPAD can be any portable, web-enabled tablet that can or does not have a keyboard and mouse, typically has a touch screen and is capable of displaying advertisements.
  • the user equipment UE
  • the system A determines whether it is a valid click according to its own advertising rule. If it is a valid click, records the click and its effect monitoring related parameters, and then sends a redirect response to the user equipment, such as HTTP 302, or HTTP. 301.
  • the redirect response includes a redirect address, where the redirect address is a preset link of the system B that is found according to the information in the request 101, that is, the response 102.
  • the user equipment After receiving the response 102, the user equipment initiates a request, ie, request 103, to the system B based on the redirect address included in the response 102.
  • the system B After receiving the request 103, the system B records the click and its effect monitoring related parameters, and then sends a redirect response, such as HTTP 302, or HTTP 301, to the user equipment, where the redirect response includes a redirect address, the redirect address For the default system C link, ie response 104.
  • the user equipment After receiving the response 104, the user equipment initiates a request, ie, request 105, to the system C based on the redirect address included in the response 104.
  • the system C After receiving the request 105, the system C records the click and its effect monitoring related parameters, and then sends a redirect response, such as HTTP 302, or HTTP 301, to the user equipment, where the redirect response includes a redirect address, the redirect address
  • a redirect response such as HTTP 302, or HTTP 301
  • the redirect address A response 106 is a link to a preset advertiser landing page that is found based on the information in request 105.
  • the user equipment After receiving the response 106, the user equipment initiates a request, i.e., request 107, to the advertiser's target web page based on the redirect address included in the response 106. After receiving the request 107, the advertiser target web page returns the target content, ie, response 108, to the user device.
  • the inventor of the present invention finds that after the user clicks on the advertisement on the user equipment, the user equipment interacts with the advertisement intermediary system of the channel, the alliance, the agent, and the like in turn, and each system records and processes the click, and guides the user. Go to the next level system and finally reach the advertiser Target page. Therefore, from the user to the advertising destination address, how many layers of the system are separated, how many additional redirected network requests are needed, increasing the time the user arrives at the advertising destination address.
  • the click loss rate (point loss rate). The point loss rate will be higher when the user's network is not in good condition.
  • the inventors of the present invention have made the present invention, which can speed up the access of digital advertisements, shorten the time for the user to reach the advertisement target, and reduce the point loss rate.
  • the system previously described in connection with FIG. 1 is described as being merely for convenience of understanding the present invention, and does not mean that the system is actually known to those skilled in the art, nor does the inventor of the present invention recognize the The system is known to those skilled in the art.
  • an advertisement access server includes a click information receiving unit 201, a valid click determining unit 202, an invalid click processing unit, a subsequent system determining unit 204, a direct connection system determining unit 205, The response transmitting unit 206, the local determining unit 207, the request transmitting unit 208, and the response receiving unit 209.
  • the click information receiving unit 201 is configured to receive information (hereinafter referred to as click information) of the advertisement audience's click on the advertisement on the user equipment or a redirect address request from the previous-level advertisement access server.
  • the click information generally includes the area where the click occurred, the model of the device where the click occurred (ie, the user device), the web page of the clicked advertisement or the developer of the application, the URL address of the clicked advertisement, the name and version of the browser used. Wait. Since the redirect address request from the previous level ad access server also contains click information, the redirect address request from the previous level ad access server is also referred to as click information, depending on the context.
  • the effective click determining unit 202 determines whether it is a valid click for the current advertising agency system based on the predetermined rule and the click information. For example, if the click information indicates that the device that clicked is an Apple mobile phone of the type APPLE 4, and the effective rule sets that the device that is clicked is an Apple mobile phone, and the mobile phone must be APPLE 5S or more, the click is determined to be an invalid click.
  • the valid click determining unit 202 determines that the click is an invalid click
  • the invalid click processing unit 203 performs processing, for example, discarding the invalid click information, returning an invalid response, or redirecting to a backup address set by the local system.
  • the backup address is typically another ad address that has no request restrictions or restrictions.
  • the effective click judgment also includes determining whether the click is a real user click, and excluding automatic traffic such as search engine crawlers.
  • the subsequent system determining unit 203 determines the latter level system (the next-level advertising intermediary system or the advertiser target system) to which the click should be notified.
  • the latter-level advertisement intermediary system that should be notified can be determined according to the URL address of the clicked advertisement or the type of device in which the click occurs. For example, the same advertisement can be promoted to the APPLE store of the Apple mobile phone by the advertisement intermediary X, and promoted to the application store of the Android mobile phone by the advertisement intermediary Y, and simultaneously promoted to the computer webpage by the advertisement intermediary Z.
  • the subsequent system determining unit 203 can determine whether to notify the advertisement intermediary X, the advertisement intermediary Y, or the advertisement intermediary Z according to the device in which the click occurs. It is also possible that the system at this level is already the last level system of the middleman, that is, the advertiser is already behind.
  • the direct connection system determining unit 205 determines whether the subsequent system determined by the subsequent system determining unit 204 is a direct connected system, that is, can be directly linked with the advertisement access server. Other advertising middleman systems. If the latter system is a non-direct system, the response sending unit 206 transmits a redirect response including the indirect system address to the user equipment or the previous level advertisement access server that transmits the click information to the local machine.
  • the direct connection system determination unit 205 determines that the subsequent system determined by the subsequent system determination unit 204 is a direct connection system
  • the local determination unit 207 determines whether the server of the subsequent system is located at the local machine, if located at the local machine Then, the latter system is set as the current system, and the valid click determining unit 203 determines whether the received click is a valid click for the latter system.
  • the machine here represents a machine with the same URL as the machine. These machines may be connected together via a local area network or a virtual private line and do not require physical integration on a single machine.
  • the advertisement access server when the host portion of the URL address of the latter system is or may be resolved to the address served by the advertisement access server, the advertisement access server will eventually receive and process the When the address is accessed, the post-stage system is considered to be located at the ad access server.
  • the form of the URL address is generally as follows: protocol://hostname[:port]/path/[;parameters][? Query]#fragment, according to an embodiment of the present invention, as long as the host name part of the URL address of the latter system is consistent with the host name part of the URL address of the advertisement access server, The part of the system is located at this ad access server.
  • the URL address can be resolved to an IP address. If the IP address can be resolved to the IP address of the advertisement access server, the latter part of the system is considered to be located at the advertisement access server.
  • the request transmitting unit 208 sends the redirected address request information to the server of the post-stage system, that is, the post-stage ad access server.
  • the redirect address request information includes click information received by the local machine, and the subsequent advertisement
  • the access server regards the redirected address request information as the click information, and performs the same processing flow as the local operation, and finally feeds back the URL address of the advertiser's target webpage received or locally found to the local machine as a pair of The response of the redirected address request sent by the requesting unit of the machine.
  • the response receiving unit 209 of the local machine receives the response sent by the next-stage advertisement access server, and is sent by the response transmitting unit 206 to the user equipment or the advertisement access server that provides the click information to the local machine.
  • the local judging unit 207 may be omitted, and when the direct connection system determining unit 205 determines that the post-stage system (the latter-level advertisement access server) determined by the post-stage system determining unit 204 is a direct-linked system, directly The redirect address request is sent by the request sending unit 208 to the subsequent level advertisement access server.
  • FIG 3 is a flow chart showing the flow of information of a digital advertising system in accordance with an embodiment of the present invention (in the case where the local judging unit 207 is not employed).
  • the user equipment after the user clicks on the advertisement displayed on the user equipment, the user equipment initiates a request to the system A according to the advertisement link, that is, the request 301; the request 301 includes the user equipment.
  • the system A After clicking the information, after receiving the request 301, the system A determines whether it is a valid customer according to a preset rule (advertising setting requirement). If it is a valid customer, records the click and other parameters related to the effect monitoring, and searches according to the click information.
  • the first-level system system B sends a request 302 to the system B; after receiving the request 302, the system B determines whether it is a valid customer according to a preset rule, and if it is a valid customer, records the click and other parameters related to the effect monitoring, Sending a request 303 to system C; after receiving the request, system C makes a similar decision as system A and system B, and because it is already the last-level advertising intermediary, returns a target address to system B (response 304), which in turn Returning the target address to system A (response 305); finally system A returns a redirect response 306 to the user user device, the user device request 307 points Report destination address, so that the advertiser can return the content to the target user equipment, i.e., 308 in response.
  • advertisement access servers Although only three advertisement access servers are shown in the figure, it will be apparent to those skilled in the art that the advertisement system of the present invention does not limit the number of advertisement access servers.
  • the user equipment communicates directly with the system A and the advertisement target server, and does not communicate with the intermediate system system B and the system C.
  • the redirection logic of the intermediate system is replaced by direct communication between System A, System B, and System C.
  • each system server directly communicates, and the user equipment is not required to redirect the address request to the intermediate system layer by layer, and the user is directly redirected to the final advertisement destination address.
  • the Internet link of the user equipment is subject to the last mile of the network, or is limited by bandwidth.
  • the server is basically in the trunk The network, the network path and nodes through which each other communicates are also much less.
  • the network channel between the servers is advantageous in terms of the transmission speed and response time of the network channel between the user equipment and the server. Therefore, by applying the embodiments of the present invention, the advertisement access speed can be improved, the user experience can be optimized, the point loss rate can be reduced, and the advertisement effect can be improved. Especially in the case of a large number of digital advertising channels, the effect is more significant.
  • system C may not be able to return the address of the advertising target system, but as long as the communication between the direct connection systems is better than the communication between the users and the servers of the direct connection systems.
  • FIG. 4 is a flow chart showing an advertisement access service method according to an embodiment of the present invention.
  • information hereinafter referred to as click information
  • the click information is as described above and will not be described here.
  • step 402 It is then determined in step 402 whether the user is a valid click for the current advertising intermediary system based on the predetermined rules and the click information.
  • the invalid click processing is performed in step 403, for example, the information of the invalid click is discarded, or the invalid response is returned, or the click information is sent to the backup address set by the system at the local level.
  • step 404 the next-level intermediary system to which the click should be notified is determined.
  • step 405 it is determined in step 405 whether the determined subsequent system is a direct system. If the latter system is a non-direct system, then at step 406 a redirect response containing the address of the non-direct system is sent to the user device or the previous level ad access server that sent the click information to the local machine.
  • step 407 a redirect address request is sent to the server of the latter system, that is, the subsequent level advertisement access server. And in step 408, a redirect response from the next-stage advertisement access server is received, and in step 406, a redirect response is sent to the user device or the previous-level advertisement access server that sent the click information to the local machine, and the process ends.
  • FIG. 5 is a flow chart showing an advertisement access service method according to an embodiment of the present invention. As shown in FIG. 5, the flow of the method shown in FIG. 5 is increased by steps 501 and 502 as compared with the flow of the method shown in FIG. The same steps as those in the flow of the method of FIG. 4 are denoted by the same reference numerals, and the description thereof will be referred to the description of FIG. 4, and details are not described herein.
  • step 405 when it is determined in step 405 that the subsequent system is a direct connection system, it is determined in step 501 whether the server of the latter system is located at the local device, and if located at the local device, then the subsequent step is performed at step 502.
  • the level system is set to the current system, and in step 402 it is determined whether the received click is a valid click for the latter system and the subsequent steps are repeated.
  • the machine here represents a machine with the same URL address or IP address as the machine. These machines may be connected together via a local area network or a virtual private line and do not require physical integration on a single machine.
  • step 407 the redirected address request information is sent to the server of the subsequent system, that is, the subsequent advertisement access server.
  • FIG. 6 shows a schematic diagram of an advertisement access server in accordance with another embodiment of the present invention.
  • an advertisement access server includes: a click information receiving unit, a valid click determining unit, an invalid click processing unit, a subsequent direct connection system determining unit, a response sending unit, and Click the notification unit.
  • the functions of the click information receiving unit, the valid click determining unit, and the invalid click processing unit are the same as those of the corresponding unit shown in FIG. 2, and are not described herein.
  • the effective click determining unit determines that the click is a valid click, it determines that all the subsequent direct-connection systems that the click should be notified may directly connect with the current advertising intermediary system. And obtain the address of the last subsequent direct-connection system; the response sending unit 602 sends a redirect response including the address of the last-level rear-level direct-linked system to the user equipment or the former that sends the click information to the advertisement access server.
  • the first-level advertisement accessing server, the click notification unit sends the click information to all the back-end direct-connection systems determined by the subsequent-stage system determining unit, so that the subsequent-stage direct-linking system performs a record click, when the conversion occurs. A click can be matched correctly.
  • the present invention also discloses an advertisement access service method, which is used at an advertisement access server, and includes: receiving click information of an advertisement audience clicking on an advertisement on a user equipment or from a previous level Retrieving an address request of the advertisement access server that includes the click information; determining, according to the click information, whether it is a valid click for the current advertisement intermediary system; determining that the click is a valid click, determining that the click should be All subsequent direct-connection systems notified, that is, systems that can directly connect with the current advertising intermediary system; send a redirect response containing the address of the last-level rear-level direct-connection system to the user who sends the click information to the advertisement access server And the device or the first-level advertisement accessing server, and sending the click information to all the back-end direct-connection systems determined by the subsequent-stage system determining unit, so that the subsequent-stage direct-connected systems can be correctly performed when the conversion occurs. Match a click.
  • ad access server device can be used to understand the method, and the above description of the method can also be used to understand the ad access server device.
  • Each of the component modules, units, and subunits in the above server device may be configured by software, firmware, hardware, or a combination thereof.
  • the specific means or manner in which the configuration can be used is well known to those skilled in the art and will not be described herein.
  • the various components can be implemented using hardware, such as with a field programmable gate array, or with a programmed processor.
  • a program constituting the software is installed from a storage medium or a network to a computer having a dedicated hardware structure (for example, the general-purpose computer 700 shown in FIG. 7), when the computer is installed with various programs, Ability to perform various functions and the like.
  • FIG. 7 shows a schematic block diagram of a computer that can be used to implement a method and server in accordance with an embodiment of the present invention.
  • a central processing unit (CPU) 701 executes various processes in accordance with a program stored in a read only memory (ROM) 702 or a program loaded from a storage portion 708 to a random access memory (RAM) 703.
  • ROM read only memory
  • RAM random access memory
  • data required when the CPU 701 executes various processes and the like is also stored as needed.
  • the CPU 701, the ROM 702, and the RAM 703 are connected to each other via a bus 704.
  • Input/output interface 705 is also coupled to bus 704.
  • the following components are connected to the input/output interface 705: an input portion 706 (including a keyboard, a mouse, etc.), an output portion 707 (including a display such as a cathode ray tube (CRT), a liquid crystal display (LCD), etc., and a speaker, etc.), A storage portion 708 (including a hard disk or the like), a communication portion 709 (including a network interface card such as a LAN card, a modem, etc.). The communication section 709 performs communication processing via a network such as the Internet.
  • the driver 710 can also be connected to the input/output interface 705 as needed.
  • a removable medium 711 such as a magnetic disk, an optical disk, a magneto-optical disk, a semiconductor memory or the like can be mounted on the drive 710 as needed, so that the computer program read therefrom is installed into the storage portion 708 as needed.
  • a program constituting the software is installed from a network such as the Internet or a storage medium such as the removable medium 711.
  • such a storage medium is not limited to the removable medium 711 shown in FIG. 7 in which a program is stored and distributed separately from the device to provide a program to the user.
  • the removable medium 711 include a magnetic disk (including a floppy disk (registered trademark)), an optical disk (including a compact disk read only memory (CD-ROM) and a digital versatile disk (DVD)), and a magneto-optical disk (including a mini disk (MD) (registered trademark) )) and semiconductor memory.
  • the storage medium may be a ROM 702, a hard disk included in the storage portion 708, and the like, in which programs are stored, and distributed to the user together with the device containing them.
  • the present invention also provides a program product for storing a machine readable instruction code.
  • the instruction code is read and executed by a machine, the above-described method according to an embodiment of the present invention can be performed.
  • a storage medium for carrying a program product storing the above-described storage machine readable instruction code is also included in the disclosure of the present invention.
  • the storage medium includes, but is not limited to, a floppy disk, an optical disk, a magneto-optical disk, a memory card, a memory stick, and the like.

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Abstract

本发明公开了一种广告访问服务器，包括：点击信息接收单元、有效点击确定单元、后级系统确定单元、直联系统确定单元、响应发送单元、请求发送单元、以及响应接收单元。根据本发明的实施方式，将中间系统的通讯在服务器之间解决，提升了整个广告点击流程的效率。

Description

广告访问服务器和广告访问服务方法 技术领域
本发明涉及广告领域，尤其涉及数字广告技术领域的广告访问服务器和广告访问服务方法。
背景技术
广告一般可以分为品牌广告和效果广告。效果广告即基于广告的效果的广告，广告主只需要为可衡量的结果付费。
在效果广告领域，广告由广告代理进行推广。推广时，会通过各种联盟(network)、各种渠道(Affiliate)进行广告投放，记录相关的用户活动并评价投放效果，广告主按效果进行付费。一般来说，只有在用户最终到达了广告主目标网页后，并完成指定行为(如下载、安装、注册、购买等)，广告主才会付费。因为对用户的推广涉及到广告代理商、各种联盟、各种渠道，因而广告主的广告费用也要在这些单位之间分配，客户的不同访问路径有可能造成不同的分配结果。
在某些时候，虽然用户点击了推广的广告，却没有最终到达广告主目标网页，造成广告费用分配的争议以及浪费。
发明内容
本发明针对现有技术的上述缺陷作出，用于缓解现有技术中存在的一种或更多种的问题。
根据本发明的一个方面，提供了一种广告访问服务器，包括：点击信息接收单元、有效点击确定单元、后级系统确定单元、直联系统确定单元、响应发送单元、请求发送单元、以及响应接收单元；所述点击信息接收单元接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；所述有效点击确定单元根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；所述后级系统确定单元在所述有效点击确定单元判断出所述点击为有效点击时，确定所述点击应被通知的后级系统；所述直联系统确定单元确定所述后级系统确定单元所确定出的所述后级系统是否直联系统，即可 以直接与当前广告中间人系统连接的系统，所述响应发送单元在所述后级系统被确定为非直联系统时，将包含该非直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器，所述请求发送单元在所述后级系统被确定为是直联系统时发送重定向地址请求信息给所述后级系统的服务器，即后级广告访问服务器；所述响应接收单元接收来自所述后级广告访问服务器所发送来的对所述请求发送单元所发送的重定向地址请求信息的响应，所述响应发送单元将所述响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器。
根据一种实施方式，所述广告访问服务器还包括无效点击处理单元，当所述有效点击确定单元根据所述点击信息判断出该点击为无效点击时，所述无效点击处理单元对无效点击进行处理。
根据一种实施方式，所述广告访问服务器还包括本机判断单元，当所述直联系统确定单元确定出所述后级系统是直联系统时，所述本机判断单元确定所述后级系统的服务器是否位于本广告访问服务器处，如果位于本广告访问服务器本机处，则将所述后级系统设为当前广告中间人系统，由所述有效点击确定单元确定对于被设为当前广告中间人系统的所述后级系统，所接收的点击是否是有效点击，所述后级系统确定单元在所述点击为有效点击时，确定所述点击应被通知的后级系统，所述直联系统确定单元确定所述后级系统是否直联系统，所述请求发送单元在所述后级系统被确定为是直联系统时发送重定向地址请求信息给所述后级系统的服务器；所述响应接收单元接收来自所述后级广告访问服务器所发送来的对所述重定向地址请求信息的响应，所述响应发送单元将所述响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器。
当所述后级系统的URL地址中的主机名称部分属于本广告访问服务器所服务的地址，即最终会由本广告访问服务器来接收及处理其针对其访问的地址时，认为所述后级系统位于本广告访问服务器处。
根据本发明的另一方面，本发明提供了一种广告访问服务方法，在广告访问服务器处使用，所述方法包括以下步骤：点击信息接收步骤，接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；有效点击确定步骤，根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；后级系统确定步骤，在判断出所述点击为有效点击时，确定所述点击应被通知 的后级系统；直联系统确定步骤，确定所述后级系统是否是直联系统，重定向响应发送步骤，在所述后级系统被确定为非直联系统时，将包含该非直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器，重定向地址请求发送步骤，在所述后级系统被确定为是直联系统时发送重定向地址请求信息给所述后级系统的服务器，即后级广告访问服务器；重定向地址响应接收步骤，接收来自所述后级广告访问服务器所发送来的对所述重定向地址请求信息的响应，并将所述响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器。
根据本发明的再一方面，提供了一种广告访问服务器，包括：点击信息接收单元、有效点击确定单元、后级系统确定单元、响应发送单元以及点击通知单元；所述点击信息接收单元接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；所述有效点击确定单元根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；所述后级系统确定单元在所述有效点击确定单元判断出所述点击为有效点击时，确定所述点击应被通知的所有的后级直联系统，即可以直接与当前广告中间人系统连接的系统；所述响应发送单元将包含最后一级后级直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器，所述点击单元将所述点击信息发送给所述后级系统确定单元所确定出的所有的后级直联系统。
根据本发明的再一方面，提供了一种广告访问服务方法，在广告访问服务器处使用，包括：接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；在判断出所述点击为有效点击时，确定所述点击应被通知的所有的后级直联系统，即可以直接与当前广告中间人系统连接的系统；将包含最后一级后级直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器，将所述点击信息发送给所述后级系统确定单元所确定出的所有的后级直联系统。
本发明还涉及一种计算机软件，可由计算机直接执行，或经解释和/或编译后可以由计算机执行，来实现本文所公开和要求保护的方法。
本发明还涉及一种计算机可读有形介质，其上存储计算机软件，所述计算机可由计算机直接执行，或经解释和/或编译后可以由计算机执行，来实现本文所公开和要求保护的方法。所述计算机可读有形介质包括但不限于磁盘、CD、ROM、RAM、硬盘等，以及其他利用光、电等的计算机可读存储介质。
根据本发明的实施方式，将中间系统的通讯直接在服务器之间解决，提升了整个广告点击流程的效率，更快的网络通讯带来更好的用户体验，提高了广告的效果，提升了广告开支的价值。
附图说明
图1示出了已知的一种数字广告系统的信息流程示意图；
图2示出了依据本发明的一种实施方式的广告访问服务器的示意图；
图3示出了依据本发明的一种实施方式的数字广告系统的信息流程示意图；
图4示出了依据本发明的一种实施方式的广告访问服务方法的流程示意图；
图5示出了依据本发明的另一种实施方式的广告访问服务方法的流程示意图；
图6示出了依据本发明的另一实施方式的广告访问服务器的示意图；以及
图7示出了可用于实施根据本发明实施方式的方法和服务器的计算机的示意性框图。
具体实施方式
本发明的发明人对发明人已知的广告系统进行了研究。
图1示出了已知的一种数字广告系统的信息流程示意图。典型的，数字广告系统包括渠道系统(Affiliate system)、联盟系统(AD Network system)、代理系统、广告目标系统。在本文中，不对渠道系统(Affiliate system)、联盟系统、代理系统的服务器进行区分，均称为广告访问服务器。渠道系统(Affiliate system)、联盟系统、代理系统可以称为广告中间人系统。图1中示出了三个广告访问服务器，分别标记为系统A、系统B、系统C，表明由不同的广告中间人所控制。广告目标系统的服务器存放目标网页，也称广告目标网页服务器。有时客户想要访问的最 终内容未必是网页，而是要下载的应用等，因而网页仅仅是一种示例，而目标网页服务器也可称为广告目标服务器。
如图1所示，在已知的系统中，当一个用户在用户设备上点击了广告后，用户设备到达目标地址(即广告主目标网页)之前的一系列网络交互序列。
在本文中，用户设备例如可以是手机、IPAD、笔记本电脑、桌面电脑等。手机可以是具有天线、内存、受话器和送话器、按键和能够显示广告的显示屏幕等市场上可以购买到的各种手机，包括直板式手机、翻盖式手机等。IPAD可以是任何便携式式的、能够上网的平板电脑，其可以具有或不具有键盘和鼠标，通常具有触摸屏，并能够显示广告。
如图1所示，在该系统中，当用户点击显示在用户设备上的广告后，用户设备(UE)根据广告链接，向系统A发起请求，即请求101。系统A收到该请求101之后，根据自身的广告规则判断是否是有效点击,如果是有效点击，记录该点击及其效果监测相关参数，然后向用户设备发送重定向响应，例如HTTP 302、或者HTTP 301，该重定向响应中包括重定向地址，该重定向地址为根据请求101中的信息查找到的预设的系统B的链接，即响应102。
用户设备接收到响应102之后，根据该响应102中包括的重定向地址向系统B发起请求，即请求103。系统B收到该请求103之后，记录该点击及其效果监测相关参数，然后向用户设备发送重定向响应，例如HTTP 302、或者HTTP 301，该重定向响应中包括重定向地址，该重定向地址为预设的系统C的链接，即响应104。用户设备接收到响应104之后，根据该响应104中包括的重定向地址向系统C发起请求，即请求105。
系统C收到该请求105之后，记录该点击及其效果监测相关参数，然后向用户设备发送重定向响应，例如HTTP 302、或者HTTP 301，该重定向响应中包括重定向地址，该重定向地址为根据请求105中的信息查找到的预设的广告主目标网页的链接，即响应106。
用户设备接收到响应106之后，根据该响应106中包括的重定向地址向广告主目标网页发起请求，即请求107。广告主目标网页接收到请求107后，向用户设备返回目标内容，即响应108。
本发明的发明人发现，用户在用户设备上对广告进行一次点击之后，该用户设备得依次与渠道、联盟、代理等各广告中间人系统发生交互，各系统记录、处理这个点击，并将用户引导到后一级系统，最终到达广告主 目标页面。因此，从用户到广告目标地址之间，隔了多少层系统，就需要额外增加多少次重定向的网络请求，增加了用户到达广告目标地址的时间。
如果用户在到达最终广告地址之前，用户关闭了用户设备窗口，则该点击就不能到达最终地址，丢失了点击，也就浪费了广告预算。通常用点击损失率(点损率)来表达这种丢失情况。在用户网络状况不佳时，点损率会更高。
鉴于以上情况，本发明的发明人作出了本发明，可以对数字广告的访问提速，来缩短用户到达广告目标的时间，降低点损率。应该注意，前面结合图1所示的系统仅仅是为了方便理解本发明而被描述为已知，并不代表该系统实际上为本领域技术人员所知，也不代表本发明的发明人承认该系统为本领域技术人员所知。
图2示出了依据本发明的一种实施方式的广告访问服务器的示意图。如图2所示，依据本发明的一种实施方式的广告访问服务器包括点击信息接收单元201、有效点击确定单元202、无效点击处理单元、后级系统确定单元204、直联系统确定单元205、响应发送单元206、本机判断单元207、请求发送单元208、以及响应接收单元209。
点击信息接收单元201用于接收广告受众在用户设备上对广告的点击的信息(以下称点击信息)或来自前一级广告访问服务器的重定向地址请求。点击信息一般包括点击发生的区域、发生点击的设备(即用户设备)的型号、呈现被点击的广告的网页或应用的开发者、被点击广告的URL地址、所使用的浏览器的名称和版本等。因为来自前一级广告访问服务器的重定向地址请求中也会包含点击信息，因而根据上下文，来自前一级广告访问服务器的重定向地址请求也被称为点击信息。
有效点击确定单元202根据预定的规则以及所述点击信息判断对于当前广告代理商系统来说是否是有效点击。例如如果点击信息表明发生点击的设备是型号为APPLE 4的苹果手机，而有效规则设定当发生点击的设备是苹果手机时，该手机必须是APPLE 5S以上时，则判断该点击为无效点击。当有效点击确定单元202判断出该点击为无效点击时，由无效点击处理单元203进行处理，例如丢弃该无效点击的信息、返回无效响应、或者重定向到本级系统设置的备份地址。备份地址一般是对无请求限制或限制较少的的另一个广告地址。另外，有效点击判断也包括判断该点击是否是真实用户点击，排除搜索引擎爬虫等自动流量。
另一方面，当有效点击确定单元202判断出该点击为有效点击时，由后级系统确定单元203确定该点击应被通知的后一级系统(后一级广告中间人系统或广告主目标系统)。可以根据所点击的广告的URL地址或者发生点击的设备的类型判断应该被通知的后一级广告中间人系统。例如相同的广告可以被广告中间人X推广到苹果手机的APPLE store上，同时被广告中间人Y推广到安卓手机的应用商店上，并同时被广告中间人Z推广到电脑网页上。这样后级系统确定单元203可以根据发生点击的设备来确定是通知广告中间人X、广告中间人Y还是广告中间人Z。也可能本级系统已经是中间人的最后一级系统，即后面就已经是广告主了。
当后级系统确定单元204确定出后级系统时，直联系统确定单元205确定后级系统确定单元204所确定出的后级系统是否为直联系统，即可以与本广告访问服务器直接链接的其他广告中间人系统。如果该后级系统是非直联系统，则由响应发送单元206将包含该非直联系统地址的重定向响应发送给向本机发送点击信息的用户设备或前一级广告访问服务器。
如果直联系统确定单元205确定后级系统确定单元204所确定出的后级系统是直联系统，则本机判断单元207确定该后级系统的服务器是否位于本机处，如果位于本机处，则将该后级系统设为当前系统，由有效点击确定单元203确定对于该后级系统，所接收的点击是否是有效点击。应该注意，此处的本机表示与本机具有同一URL的机器，这些机器可能通过局域网或虚拟专线连接在一起，并不要求物理地集成在一台机器上。根据本发明的一种实施方式，当所述后级系统的URL地址的主机部分为或最终可解析为本广告访问服务器所服务的地址，即最终会由本广告访问服务器来接收及处理其针对其访问的地址时，认为所述后级系统位于本广告访问服务器处。例如，URL地址的形式一般如下：protocol://hostname[:port]/path/[；parameters][？query]#fragment，根据本发明的一种实施方式，只要该后级系统的URL地址中的主机名称(hostname)部分与本广告访问服务器的URL地址的主机名称部分一致时，就认为所述后级部分系统位于本广告访问服务器处。另外，该URL地址可以被解析为IP地址，如果该IP地址可以被解析为本本广告访问服务器的IP地址，就认为所述后级部分系统位于本广告访问服务器处
如果本机判断单元207确定该后级系统未位于本机处，则请求发送单元208发送重定向地址请求信息给该后级系统的服务器，即后级广告访问服务器。该重定向地址请求信息中包括本机所接收到的点击信息，该后级广告 访问服务器将该重定向地址请求信息视为点击信息，并进行与本机操作相同的处理流程，最后将所接收到的或在本机查找到的广告主目标网页URL地址反馈给本机作为对本机的请求发送单元所发送的重定向地址请求的响应。
本机的响应接收单元209接收后一级广告访问服务器所发送来的响应，并由响应发送单元206发送给向本机提供点击信息的用户设备或广告访问服务器。
根据另一实施方式，可以省略本机判断单元207，当直联系统确定单元205确定出后级系统确定单元204所确定出的后级系统(后一级广告访问服务器)是直联系统时，直接由请求发送单元208向后一级广告访问服务器发送重定向地址请求。
图3示出了依据本发明的一种实施方式(未采用本机判断单元207的情况下)的数字广告系统的信息流程示意图。
如图3所示，依据本发明的一种实施方式，用户点击显示在用户设备上的广告后，用户设备根据广告链接，向系统A发起请求，即请求301；该请求301包括该用户设备的点击信息，系统A接收到该请求301之后，根据预设规则(广告设置要求)，判断是否为有效客户，如为有效客户，记录该点击及其效果监测相关其他参数，根据该点击信息查找后一级系统系统B，并向系统B发送请求302；系统B接收到请求302之后，根据预设规则，判断是否为有效客户，如为有效客户，记录该点击及其效果监测相关其他参数后，向系统C发送请求303；系统C收到请求之后，进行与系统A和系统B类似的判断，并由于已经是最后一级广告中间人，因而向系统B返回目标地址(响应304)，系统B进而向系统A返回目标地址(响应305)；最后系统A向用户用户设备返回重定向响应306，用户设备请求307指向广告目标地址，从而广告主能够向用户设备返回目标内容，即响应308。
尽管在图中仅示出了三个广告访问服务器，但本领域技术人员应该清楚，本发明的广告系统并不限制广告访问服务器的个数。
根据本发明的实施方式，用户设备直接与系统A和广告目标服务器通讯，不与中间系统系统B、系统C通讯。中间系统的重定向逻辑，由系统A、系统B、系统C之间的直接通讯替代。当用户点击显示的广告后，各个系统服务器直接通讯，无需用户设备逐层向中间系统进行重定向地址请求，直接将用户重定向到最终广告目标地址。用户设备的互联网链接会受到最后一公里的网络制约，或受到带宽限制等。相对地，服务器基本上处于主干 网络，互相通讯经过的网络路径及节点也少很多。因此，服务器之间的网络信道相对于用户设备与服务器之间的网络信道，其传输速度、响应时间都是具有优势的。因而，应用本发明的实施方式，可以提高广告访问速度、优化用户体验、降低了点损率、提升了广告效果。尤其是在数字广告推广渠道层次较多的情况下，效果更为显著。
应该注意，尽管在本文中描述了本发明的实施方式的诸多优点，但并不代表实现本发明的各实施方式均需具有这些优点，可以仅仅具有这些优点中的一部分优点。例如直联系统中的最后一个系统，例如系统C可能并不能返回广告目标系统的地址，但是只要是直联系统之间进行了通信就会比用户分别与各直联系统的服务器进行通信要好。
图4示出了依据本发明的一种实施方式的广告访问服务方法的流程示意图。如图4所示，首先在步骤401接收广告受众在用户设备上对广告的点击的信息(以下称点击信息)或来自前一级广告访问服务器的重定向地址请求。点击信息如上文所述，在此不予赘述。
然后在步骤402根据预定的规则以及所述点击信息判断对于当前广告中间人系统来说是否是有效点击。当判断出该点击为无效点击时，在步骤403进行无效点击处理，例如丢弃该无效点击的信息，或者返回无效响应，或者将该点击信息发送给本级系统设置的备份地址。
另一方面，当在步骤402判断出该点击为有效点击时，在步骤404确定该点击应被通知的后一级中间人系统。
当在步骤404确定出后级系统时，在步骤405确定所确定出的后级系统是否为直联系统。如果该后级系统是非直联系统，则在步骤406将包含该非直联系统的地址的重定向响应发送给向本机发送点击信息的用户设备或前一级广告访问服务器。
如果在步骤405确定出该后级系统是直联系统，则在步骤407向该后级系统的服务器，即后一级广告访问服务器发送重定向地址请求。并在步骤408接收来自该后一级广告访问服务器的重定向响应，并在回到步骤406发送重定向响应给向本机发送点击信息的用户设备或前一级广告访问服务器，处理结束。
图5示出了依据本发明的一种实施方式的广告访问服务方法的流程示意图。如图5所示，与图4所示的方法的流程相比，图5所示的方法的流程增加了步骤501和步骤502。与图4的方法的流程中的步骤相同的步骤用相同的标号标出，对其的说明参照对图4的说明，在此不予赘述。
如图5所示，在步骤405确定出该后级系统是直联系统时，在步骤501确定该后级系统的服务器是否位于本机处，如果位于本机处，则在步骤502将该后级系统设为当前系统，并在步骤402确定对于该后级系统，所接收的点击是否是有效点击，并进而重复后续的步骤。应该注意，此处的本机表示与本机具有同一URL地址或IP地址的机器，这些机器可能通过局域网或虚拟专线连接在一起，并不要求物理地集成在一台机器上。
如果在步骤502确定该后级系统未位于本机处，则在步骤407发送重定向地址请求信息给该后级系统的服务器，即后级广告访问服务器。
图6示出了依据本发明的另一实施方式的广告访问服务器的示意图。如图6所示，依据本发明的一种实施方式，一种广告访问服务器，包括：点击信息接收单元、有效点击确定单元、无效点击处理单元、后级直联系统确定单元、响应发送单元以及点击通知单元。
点击信息接收单元、有效点击确定单元、无效点击处理单元的功能与前面结合图2所示的相应单元的功能相同，在此不予赘述。
后级直联系统确定单元601在所述有效点击确定单元判断出所述点击为有效点击时，确定所述点击应被通知的所有的后级直联系统，即可以直接与当前广告中间人系统连接的系统，并获得最后各后级直联系统的地址；响应发送单元602将包含最后一级后级直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器，点击通知单元将所述点击信息发送给所述后级系统确定单元所确定出的所有的后级直联系统，以便这些后级直联系统进行记录点击，在转化发生时可以正确匹配某个点击。
与图6所示的系统对应的，本发明也公开了一种广告访问服务方法，在广告访问服务器处使用，包括：接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；在判断出所述点击为有效点击时，确定所述点击应被通知的所有的后级直联系统，即可以直接与当前广告中间人系统连接的系统；将包含最后一级后级直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器，以及将所述点击信息发送给所述后级系统确定单元所确定出的所有的后级直联系统，以便这些后级直联系统进行在转化发生时可以正确匹配某个点击。
以上对广告访问服务器装置的描述可以用来理解方法，以上对方法的描述也可以用来理解广告访问服务器装置。
上述服务器装置中各个组成模块、单元、子单元可以通过软件、固件、硬件或其组合的方式进行配置。配置可使用的具体手段或方式为本领域技术人员所熟知，在此不再赘述。各部件可以使用硬件来实现，例如利用现场可编程门阵列来实现，也可以使用经编程的处理器来实现。在通过软件或固件实现的情况下，从存储介质或网络向具有专用硬件结构的计算机(例如图7所示的通用计算机700)安装构成该软件的程序，该计算机在安装有各种程序时，能够执行各种功能等。
图7示出了可用于实施根据本发明实施方式的方法和服务器的计算机的示意性框图。
在图7中，中央处理单元(CPU)701根据只读存储器(ROM)702中存储的程序或从存储部分708加载到随机存取存储器(RAM)703的程序执行各种处理。在RAM 703中，还根据需要存储当CPU 701执行各种处理等等时所需的数据。CPU 701、ROM 702和RAM 703经由总线704彼此连接。输入/输出接口705也连接到总线704。
下述部件连接到输入/输出接口705：输入部分706(包括键盘、鼠标等等)、输出部分707(包括显示器，比如阴极射线管(CRT)、液晶显示器(LCD)等，和扬声器等)、存储部分708(包括硬盘等)、通信部分709(包括网络接口卡比如LAN卡、调制解调器等)。通信部分709经由网络比如因特网执行通信处理。根据需要，驱动器710也可连接到输入/输出接口705。可拆卸介质711比如磁盘、光盘、磁光盘、半导体存储器等等可以根据需要被安装在驱动器710上，使得从中读出的计算机程序根据需要被安装到存储部分708中。
在通过软件实现上述方法的各种处理的情况下，从网络比如因特网或存储介质比如可拆卸介质711安装构成软件的程序。
本领域的技术人员应当理解，这种存储介质不局限于图7所示的其中存储有程序、与设备相分离地分发以向用户提供程序的可拆卸介质711。可拆卸介质711的例子包含磁盘(包含软盘(注册商标))、光盘(包含光盘只读存储器(CD-ROM)和数字通用盘(DVD))、磁光盘(包含迷你盘(MD)(注册商标))和半导体存储器。或者，存储介质可以是ROM 702、存储部分708中包含的硬盘等等，其中存有程序，并且与包含它们的设备一起被分发给用户。
本发明还提出一种存储有机器可读取的指令代码的程序产品。所述指令代码由机器读取并执行时，可执行上述根据本发明实施方式的方法。
相应地，用于承载上述存储有机器可读取的指令代码的程序产品的存储介质也包括在本发明的公开中。所述存储介质包括但不限于软盘、光盘、磁光盘、存储卡、存储棒等等。

Claims (10)

  1. 一种广告访问服务器，包括：点击信息接收单元、有效点击确定单元、后级系统确定单元、直联系统确定单元、响应发送单元、请求发送单元、以及响应接收单元；
    所述点击信息接收单元接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；
    所述有效点击确定单元根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；
    所述后级系统确定单元在所述有效点击确定单元判断出所述点击为有效点击时，确定所述点击应被通知的后级系统；
    所述直联系统确定单元确定所述后级系统确定单元所确定出的所述后级系统是否直联系统，即可以直接与当前广告中间人系统连接的系统；
    所述响应发送单元在所述后级系统被确定为非直联系统时，将包含该非直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器；
    所述请求发送单元在所述后级系统被确定为是直联系统时发送重定向地址请求信息给所述后级系统的服务器，即后级广告访问服务器；
    所述响应接收单元接收来自所述后级广告访问服务器所发送来的对所述请求发送单元所发送的重定向地址请求信息的响应，所述响应发送单元将所述响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器。
  2. 根据权利要求1所述的广告访问服务器，其特征在于，所述广告访问服务器还包括无效点击处理单元，当所述有效点击确定单元根据所述点击信息判断出该点击为无效点击时，所述无效点击处理单元对无效点击进行处理。
  3. 根据权利要求1所述的广告访问服务器，其特征在于，所述广告访问服务器还包括本机判断单元，当所述直联系统确定单元确定出所述后级系统是直联系统时，所述本机判断单元确定所述后级系统的服务器是否位于本广告访问服务器处，如果位于本广告访问服务器处，则将所述后级系统设为当前广告中间人系统，由所述有效点击确定单元确定对于被设为当前广告中间人系统的所述后级系统，所接收的点击是否是有效点击，所述后级系统确定单元在所述点击为有效点击时，确定所述点击应被通知的 后级系统，所述直联系统确定单元确定所述后级系统是否是直联系统，所述请求发送单元在所述后级系统被确定为是直联系统时发送重定向地址请求信息给所述后级系统的服务器；所述响应接收单元接收来自所述后级广告访问服务器所发送来的对所述重定向地址请求信息的响应，所述响应发送单元将所述响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器。
  4. 根据权利要求3所述的广告访问服务器，其特征在于，当所述后级系统的URL地址是或最终可解析为本广告访问服务器所服务的地址，即最终会由本广告访问服务器来接收及处理针对其访问的地址时，认为所述后级系统位于本广告访问服务器处。
  5. 一种广告访问服务方法，在广告访问服务器处使用，所述方法包括以下步骤：
    点击信息接收步骤，接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；
    有效点击确定步骤，根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；
    后级系统确定步骤，在判断出所述点击为有效点击时，确定所述点击应被通知的后级系统；
    直联系统确定步骤，确定所述后级系统是否是直联系统；
    重定向响应发送步骤，在所述后级系统被确定为非直联系统时，将包含该非直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器；
    重定向地址请求发送步骤，在所述后级系统被确定为是直联系统时发送重定向地址请求信息给所述后级系统的服务器，即后级广告访问服务器；
    重定向地址响应接收步骤，接收来自所述后级广告访问服务器所发送来的对所述重定向地址请求信息的响应，并将所述响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器。
  6. 根据权利要求5所述的广告访问服务方法，其特征在于，还包括当所述点击为无效点击时，对所述无效点击进行处理的步骤。
  7. 根据权利要求5所述的广告访问服务方法，其特征在于，还包括当前广告访问服务器判断步骤：确定所述后级系统的服务器是否位于当前广告访问服务器处，如果位于当前广告访问服务器处，则将所述后级系统设为当前系统，针对被设为当前系统的所述后级系统，重复所述有效点击确 定步骤，所述后级系统确定步骤、所述广告主目标系统确定步骤、所述直联系统确定步骤、所述重定向响应发送步骤、重定向地址请求发送步骤，
    所述重定向地址请求发送步骤仅在所述后级系统被确定为是直联系统，并且所述后级系统的服务器未位于当前广告访问服务器处时才发送所述重定向地址请求信息给所述后级广告访问服务器。
  8. 根据权利要求7所述的广告访问服务方法，其特征在于，当所述后级系统的URL地址为或最终可解析为本广告访问服务器所服务的地址，即最终会由本广告访问服务器来接收及处理其针对其访问的地址时，认为所述后级系统位于本广告访问服务器处。
  9. 一种广告访问服务器，包括：点击信息接收单元、有效点击确定单元、后级直联系统确定单元、响应发送单元以及点击通知单元；
    所述点击信息接收单元接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；
    所述有效点击确定单元根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；
    所述后级直联系统确定单元在所述有效点击确定单元判断出所述点击为有效点击时，确定所述点击应被通知的所有的后级直联系统，即可以直接与当前广告中间人系统连接的系统；
    所述响应发送单元将包含最后一级后级直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器；
    所述点击通知单元将所述点击信息发送给所述后级直联系统确定单元所确定出的所有的后级直联系统。
  10. 一种广告访问服务方法，在广告访问服务器处使用，包括：
    接收广告受众在用户设备上对广告进行点击的点击信息或来自前一级广告访问服务器的包含所述点击信息的重定向地址请求；
    根据所述点击信息判断对于当前广告中间人系统来说是否是有效点击；
    在判断出所述点击为有效点击时，确定所述点击应被通知的所有的后级直联系统，即可以直接与当前广告中间人系统连接的系统；
    将包含最后一级后级直联系统的地址的重定向响应发送给向本广告访问服务器发送点击信息的用户设备或前一级广告访问服务器，
    将所述点击信息发送给所述后级系统确定单元所确定出的所有的后级直联系统。
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