CN113379466A

CN113379466A - Advertisement display method and device

Info

Publication number: CN113379466A
Application number: CN202110745254.6A
Authority: CN
Inventors: 赵志文; 李涛
Original assignee: Zhengzhou Apas Digital Cloud Information Technology Co ltd
Current assignee: Zhengzhou Apas Digital Cloud Information Technology Co ltd
Priority date: 2021-06-30
Filing date: 2021-06-30
Publication date: 2021-09-10
Anticipated expiration: 2041-06-30
Also published as: CN113379466B

Abstract

The embodiment of the application provides an advertisement display method and device, and relates to the technical field of data processing, wherein the method comprises the following steps: acquiring operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval according to a preset time interval; determining the current request strategy of the advertisement group according to the operation behavior data; if the advertisement display condition meeting the preset target advertisement position is determined, request processing of advertisement data is carried out according to the determined request strategy, and the advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained; and displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement. Through the embodiment of the application, the targeted and accurate display of the advertisement is realized, and the display efficiency of the advertisement is improved.

Description

Advertisement display method and device

Technical Field

The present application relates to the field of data processing technologies, and in particular, to an advertisement display method and apparatus.

Background

With the continuous development of the technology level, various terminal applications (apps) continuously come into the lives of people, and Application advertisements are carried along with the apps. Namely, an application developer adds a specified advertisement into an application according to the appeal of an advertiser, and when the application is installed on the terminal equipment of a user, the user enters a corresponding page of the application, namely, the user can view the specified advertisement or click the specified advertisement.

In practical application, each advertisement slot in terminal application usually corresponds to a plurality of advertisements, and the server side can adjust the display sequence of the advertisements at any time based on the income condition of each advertisement. Therefore, when the method is applied to the process of displaying the advertisements, the display sequence of the plurality of advertisements is acquired from the server side every time, and then the display processing of the advertisements is performed according to the acquired display sequence. However, the display sequence needs to be acquired from the server before the advertisement is displayed each time, which reduces the display efficiency of the advertisement.

Disclosure of Invention

The embodiment of the application aims to provide an advertisement display method and device, and aims to solve the problem that the existing advertisement display mode is low in advertisement display efficiency.

In a first aspect, an embodiment of the present application provides an advertisement display method, including:

acquiring operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval according to a preset time interval;

determining the current request strategy of the advertisement group according to the operation behavior data so as to carry out advertisement display processing of the target advertisement position according to the request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements corresponding to the advertisement group;

if the advertisement display condition of the preset target advertisement position is met, carrying out request processing on advertisement data according to the request strategy to obtain the advertisement data of the target advertisement to be displayed currently in the advertisement group;

and displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement.

In a second aspect, an embodiment of the present application provides an advertisement display device, including:

the first acquisition module is used for acquiring the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval according to the preset time interval;

the first determining module is used for determining the current request strategy of the advertisement group according to the operation behavior data so as to carry out advertisement display processing of the target advertisement position according to the request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements corresponding to the advertisement group;

the processing module is used for requesting and processing the advertisement data according to the request strategy to obtain the advertisement data of the target advertisement to be displayed currently in the advertisement group if the preset advertisement display condition of the target advertisement position is met;

and the display module is used for displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement.

In a third aspect, an embodiment of the present application provides an advertisement display device, including: a processor; and a memory arranged to store computer executable instructions which, when executed, cause the processor to carry out the steps of the advertisement presentation method provided by the first aspect described above.

In a fourth aspect, an embodiment of the present application provides a storage medium for storing computer-executable instructions, where the computer-executable instructions, when executed, implement the steps of the advertisement presentation method provided in the first aspect.

In the embodiment of the application, according to a preset time interval, acquiring operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in the corresponding time interval; determining the current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition meeting the preset target advertisement position is determined, request processing of advertisement data is carried out according to a request strategy, and the advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained; and displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement. Therefore, the terminal equipment determines the request strategy of the advertisement group by itself, and directly performs the display processing of the advertisement based on the determined request strategy when the condition of advertisement display is determined to be met, and the display sequence does not need to be acquired from the server before the advertisement is displayed each time, so that the display efficiency of the advertisement is improved. In addition, a request strategy is determined based on the operation behavior data of the target user to the advertisement group, and the operation behavior data reflects the interest degree of the target user to different advertisements, so that the target advertisement requested and displayed to the target user based on the determined request strategy is the advertisement which is interested by the target user, and is not a fixed advertisement corresponding to the display sequence acquired from the server, and therefore, the targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted in time according to the change of the interest of the target user to the advertisement, and the reasonability and the effectiveness of the request strategy are ensured.

Drawings

In order to more clearly illustrate one or more embodiments of the present application or technical solutions in the prior art, the drawings used in the description of the embodiments or the prior art will be briefly described below, it is obvious that the drawings in the following description are only some embodiments described in the present application, and other drawings can be obtained by those skilled in the art without inventive exercise.

Fig. 1 is a first flowchart of an advertisement displaying method according to an embodiment of the present disclosure;

fig. 2 is a second flowchart of an advertisement displaying method according to an embodiment of the present application;

fig. 3 is a third flowchart illustrating an advertisement displaying method according to an embodiment of the present application;

fig. 4 is a fourth flowchart illustrating an advertisement displaying method according to an embodiment of the present application;

fig. 5 is a fifth flowchart illustrating an advertisement displaying method according to an embodiment of the present application;

fig. 6 is a schematic diagram illustrating a module composition of an advertisement display device according to an embodiment of the present disclosure;

fig. 7 is a schematic structural diagram of an advertisement display device according to an embodiment of the present application.

Detailed Description

In order to make those skilled in the art better understand the technical solutions in the embodiments of the present application, the technical solutions in the embodiments of the present application will be described clearly and completely below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are only a part of the embodiments of the present application, and not all embodiments. All other embodiments, which can be obtained by a person skilled in the art without making any creative effort based on the embodiments of the present application, shall fall within the protection scope of the present application.

Fig. 1 is a flowchart illustrating an advertisement displaying method according to an embodiment of the present application, where the method in fig. 1 can be executed by a terminal device, and the terminal device may be a mobile phone, a platform computer, a desktop computer, a portable notebook, or the like. As shown in fig. 1, the method comprises the steps of:

step S102, acquiring operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval according to a preset time interval;

in this embodiment of the Application, an Application program (App for short) carrying at least one advertisement slot may be installed in the terminal device of the target user, and the advertisement slot may be set in each interface of the Application program or may be set in a certain interface of the Application program. Each advertisement space corresponds to at least one advertisement group, and each advertisement group comprises a plurality of advertisements. When the terminal equipment displays the advertisement corresponding to each advertisement position, if the operation behavior of the target user on the displayed advertisement is detected, the operation behavior data of the target user is generated and stored according to the identification information of the advertisement position, the operation type of the target user, the advertisement information of the advertisement operated by the target user and the like. And the terminal equipment acquires the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval from the stored operation behavior data according to the preset time interval and the identification information of the target advertisement position. The advertisement can be a propaganda advertisement of food, articles for daily use and the like, can also be a download installation guide advertisement of certain application, can also be a public service advertisement and the like, and is not specifically limited in the application as to the type of the advertisement. Operation types such as click, download, install, etc. Advertisement information such as advertisement titles, URLs of advertisement material, and the like. The time interval may be set as required in practical application, for example, 4 hours, and the terminal device may obtain, at 12 o 'clock, operation behavior data of the target user on the advertisement group corresponding to the target advertisement slot between 8 o' clock and 12 o 'clock, and obtain, at 16 o' clock, operation behavior data of the target user on the advertisement group corresponding to the target advertisement slot between 12 o 'clock and 16 o' clock, and the like.

Step S104, determining the current request strategy of the advertisement group according to the operation behavior data, and carrying out advertisement display processing of the target advertisement position according to the determined request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements in the advertisement group;

it can be understood that the more the operation behaviors of the target user on a certain advertisement, the more interest of the target user on the advertisement is represented, so that a request strategy for representing the request priorities of a plurality of advertisements in the advertisement group can be determined according to the operation behavior data of the target user, and the advertisement display processing of the target advertisement space can be carried out according to the determined request strategy. Not only can the targeted and accurate display of the advertisement be realized; and before the advertisement is not required to be displayed each time, the display sequence of the advertisement is required to be obtained from the server, so that the display efficiency of the advertisement can be improved.

Step S106, if the advertisement display condition of the preset target advertisement position is determined to be met, request processing of the advertisement data is carried out according to a request strategy, and the advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained;

optionally, if it is determined that the opening operation of the application program carrying the target advertisement space by the target user is detected, determining that the preset advertisement display condition of the target advertisement space is met; or if the opening operation of the target user on the page carrying the target advertisement space is determined to be detected, determining that the preset advertisement display condition of the target advertisement space is met. And when the advertisement display condition meeting the preset target advertisement position is determined, according to the request priority of each advertisement represented by the request strategy, performing request processing on the advertisement data according to the sequence of the request priorities from top to bottom to obtain the advertisement data of the target advertisement to be displayed currently. The advertisement data includes, among other things, the advertisement title, the URL of the advertisement material, and the like.

And S108, displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement.

Specifically, rendering and other processing are performed according to the advertisement data of the target advertisement, so that the target advertisement is shown to the target user at the target advertisement position.

In the embodiment of the application, the terminal equipment acquires the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval according to the preset time interval; determining the current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition meeting the preset target advertisement position is determined, request processing of advertisement data is carried out according to a request strategy, and the advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained; and displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement. Therefore, the terminal equipment determines the request strategy of the advertisement group by itself, and directly performs the display processing of the advertisement based on the determined request strategy when the condition of advertisement display is determined to be met, and the display sequence does not need to be acquired from the server before the advertisement is displayed each time, so that the display efficiency of the advertisement is improved. In addition, a request strategy is determined based on the operation behavior data of the target user to the advertisement group, and the operation behavior data reflects the interest degree of the target user to different advertisements, so that the target advertisement requested and displayed to the target user based on the determined request strategy is the advertisement which is interested by the target user, and is not a fixed advertisement corresponding to the display sequence acquired from the server, and therefore, the targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted in time according to the change of the interest of the target user to the advertisement, and the reasonability and the effectiveness of the request strategy are ensured.

When the terminal device of the target user installs the application program carrying the target advertisement position for the first time, the operation behavior data of the target user to the advertisement group corresponding to the target advertisement position is not available, and at the moment, the request strategy of the advertisement group is determined in order to determine the advertisement group corresponding to the target advertisement position, so that the display of the target advertisement for the first time is completed. In one or more embodiments of the present application, step S102 may further include the following step S100-2 to step S100-8:

step S100-2, if the advertisement display condition of the target advertisement position is satisfied and the request strategy of the advertisement group corresponding to the target advertisement position is not stored locally, the request strategy of the advertisement group corresponding to the target advertisement position is obtained from the second server and is stored locally;

specifically, if it is determined that the advertisement display condition of the target advertisement space is met and the request policy of the advertisement group corresponding to the target advertisement space is not locally stored, an acquisition request of the request policy is sent to the second server according to the identification information of the target advertisement space, so that the second server acquires the corresponding request policy according to the identification information in the acquisition request and sends the request policy to the terminal device; and the terminal equipment receives the request strategy sent by the second server. The second server may be a server corresponding to the application program carrying the target advertisement space. The request policy may be determined by the second server according to an average echo per mile (advertisement revenue that can be obtained by displaying every thousand times) of each advertisement within a preset historical time length. Wherein the preset historical time length is, for example, the past 3 days. As an example, the target ad slot corresponds to ad A, ad B, and ad C, where ad A has an average ecpmd of 20, ad B has an average ecpmd of 15, and ad C has an average ecpmd of 25, then the request policy is determined to be C → A → B, the request priority characterizing ad C is higher than ad A, and the request priority of ad A is higher than ad B.

Further, the advertisement revenue situation affects the advertisement display situation, for example, the advertisement B revenue is not good, when the terminal device requests the advertiser corresponding to the advertisement B for the advertisement data of the advertisement B, the advertiser decides not to issue the advertisement data of the advertisement B, and at this time, the advertisement B request fails and cannot be displayed. Therefore, in the subsequent process of determining the request strategy, not only the interest and hobbies of the target user but also the income condition of each advertisement need to be considered. Based on this, in one or more embodiments of the present application, the second server further determines, as a revenue parameter of the corresponding advertisement, an average ecpm of each advertisement in an advertisement group corresponding to the target advertisement slot, and sends the revenue parameter and the determined request policy to the terminal device; correspondingly, the terminal equipment stores the income parameter and the request strategy.

Step S100-4, request processing of advertisement data is carried out according to the obtained request strategy, and advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained;

s100-6, displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement;

the implementation processes of step S100-4 and step S100-6 are the same as the implementation processes of step S106 and step S108, and reference may be made to the related descriptions in the following, and repeated parts are not described herein again.

And S100-8, recording the delivery data of the target advertisement in the target advertisement space, and generating and storing the operation behavior data of the target user when the operation behavior of the target user on the target advertisement is reached.

Specifically, when considering the subsequent determination of the request policy, not only the interests and hobbies of the target user but also factors of the advertisement itself, such as the request status and the display status of the advertisement data, are taken into consideration. Based on this, in one or more embodiments of the present application, after each target advertisement is presented currently, the placement data of the target advertisement at the target advertisement slot is also recorded. The delivery data may be recorded data including identification information of the target advertisement space, advertisement information of the target advertisement, a request result, a display result, and recording time, for example, a certain delivery data is "001, brand a food, request success, display failure, 2021-6-16", where 001 is the identification information of the target advertisement space; the brand A food is an advertisement title of the target advertisement, the request success is a request result, the display failure is a display result, and 2021-6-16 is the recording time of the putting data. The putting data can also be recording information comprising identification information of the target advertisement position, advertisement information of the target advertisement, request success times and display success times; for example, a certain placement data is "001, brand a food, request success 10, show success 8", where 001 is identification information of a target ad slot; brand a food is the advertisement title of the targeted advertisement, with a request success of 10 signifying that the request was successful 10 times and a show success of 8 signifying that the show was successful 8 times. The specific form of the release data is not specifically limited in this application.

Therefore, after the terminal equipment installs the application program carrying the target advertisement position, the terminal equipment acquires a request strategy from the second server when displaying the advertisement for the first time, and requests advertisement data according to the request strategy so as to display the target advertisement and collect the operation behavior data of the target user; then, when the time point corresponding to the preset time interval is reached for the first time, the request policy acquired from the second server is updated according to the collected operation behavior data of the target user, so as to display the target advertisement based on the preference and interest of the target user and the updated request policy of the terminal device, that is, the steps S102 to S108 are performed.

In practical application, the types of the advertisement groups corresponding to different advertisement slots are different, and the request modes of the advertisement data are different. The type of the advertisement group comprises a parallel group and a serial group, and the parallel group represents that the request processing of advertisement data is simultaneously carried out on a plurality of corresponding advertisements; the serial group representation is used for sequentially carrying out request processing on advertisement data on a plurality of corresponding advertisements; as can be seen, for a parallel group, the advertisements in the group have no request priority score; for a serial group, the advertisements in the group do not have a request priority. When the ad group corresponding to the target ad slot is a single parallel group, that is, only one parallel group, the determination processing of the request policy is not required. Based on this, as shown in fig. 2, step S102 may include the following steps S102-2 and S102-4:

step S102-2, determining attribute information of an advertisement group corresponding to a target advertisement space according to a preset time interval;

wherein the attribute information includes a number and a type. Optionally, the terminal device stores a corresponding relationship between the identification information of the advertisement slot and the attribute information, and accordingly, the terminal device obtains the corresponding attribute information from the corresponding relationship according to the identification information of the target advertisement slot. Or, the request strategy includes attribute information of each advertisement group, correspondingly, the terminal device counts the number of the advertisement groups according to the request strategy of the currently stored target advertisement position, acquires the type information of each advertisement group from the request strategy, and determines the counted number and the acquired type information as the attribute information of the advertisement group corresponding to the target advertisement position.

Step S102-4, if the attribute information represents that the advertisement group is not a single parallel group, acquiring operation behavior data of the target user on the advertisement group in a corresponding time interval;

corresponding to the above step S102-2 and step S102-4, as shown in fig. 2, the step S104 may include the following step S104-2 and step S104-4:

step S104-2, if the attribute information represents that the advertisement groups are multiple and comprise serial groups, determining the current inter-group request strategy and the current intra-group request strategy of each advertisement group according to the operation behavior data;

and step S104-4, if the attribute information represents that the advertisement group is a single serial group, determining the current in-group request strategy of the serial group according to the operation behavior data.

As described above, in determining the request policy, not only the preference of the target user but also the profit of each advertisement and the self condition of each advertisement need to be taken into consideration. Based on this, as shown in fig. 3, the following step S103 may be further included after step S102-4:

and step S103, determining the revenue parameters of the advertisement groups and the delivery data of the advertisement groups in corresponding time intervals.

Specifically, the associated revenue parameters and delivery data are obtained from the saved revenue parameters and delivery data according to the identification information of the target advertisement space. The revenue parameter may also be obtained from the second server, that is, a revenue parameter obtaining request is sent to the second server according to the identification information of the target advertisement space, and the revenue parameter sent by the second server is received.

Corresponding to step S103, as shown in fig. 3, step S104-2 may include the following step S104-20, and step S104-4 may include the following step S104-40:

and step S104-20, if the attribute information represents that the advertisement groups are multiple and comprise serial groups, determining the current inter-group request strategy and the current intra-group request strategy of the serial groups of each advertisement group according to the acquired operation behavior data, the determined revenue parameters and the launching data.

Specifically, as shown in fig. 4, the step S104-20 may include the following steps S104-20-2 to S104-20-10:

step S104-20-2, if the attribute information represents that the advertisement groups are multiple and comprise serial groups, determining the click rate of the target user to each advertisement in each advertisement group in the corresponding time interval according to the operation behavior data and the release data;

specifically, determining the number of clicks of each advertisement in each advertisement group by a target user in a corresponding time interval according to the operation behavior data; determining the display success times of each advertisement in each advertisement group in the corresponding time interval according to the putting data; and dividing the click times corresponding to each advertisement by the display success times to obtain the click rate of each advertisement by the target user in the corresponding time interval.

For example, if the number of clicks of the target user on the advertisement a is determined to be 1 and the number of successful impressions is determined to be 4 according to the operation behavior data, the point record of the target user on the advertisement a is determined to be 1/4-0.25; and determining that the number of clicks of the advertisement B by the target user is 6 and the number of successful exhibition times is 8 according to the operation behavior data, and determining that the point record of the advertisement B by the target user is 6/8-0.75 and the like.

Step S104-20-4, determining the display rate of each advertisement in each advertisement group in a corresponding time interval according to the delivery data;

specifically, according to the delivery data, the request success times and the display success times of each advertisement in each advertisement group in the corresponding time interval are determined; and dividing the display success times of each advertisement with the request success times to obtain the display rate of each advertisement.

For example, if it is determined from the placement data that the number of request successes of the advertisement a is 4 and the number of presentation successes is 4, the presentation rate of the advertisement a is 4/4 ═ 1; if the number of successful requests for advertisement C is 5 and the number of successful impressions is 4, the impression rate of advertisement C is 4/5 ═ 0.8, and so on. It should be noted that, when the advertisement data request is successful, the target user may close the corresponding application program, or the terminal device of the target user is suddenly powered off, so that the corresponding advertisement request is successful, but the display fails, and therefore, the number of display successes may be smaller than the number of request successes.

Step S104-20-6, determining a first evaluation parameter of each advertisement in the advertisement group based on the click rate, the profit parameter and the display rate according to a preset mode;

optionally, the click rate, the profit parameter and the display rate of each advertisement are weighted according to preset weights corresponding to the click rate, the profit parameter and the display rate, so as to obtain a first evaluation parameter of each advertisement. Or according to a preset formula, calculating and processing based on the click rate, the profit parameter and the display rate to obtain a first evaluation parameter of each advertisement.

As an example, the weight of the profit parameter is preset to be 0.5, the weight of the click rate is preset to be 0.4, and the weight of the display rate is preset to be 0.1. The revenue parameter of the advertisement A is 15, the click rate is 0.25 and the display rate is 1; the revenue parameter of the advertisement B is 10, the click rate is 0.75 and the display rate is 1; the revenue parameter of the advertisement C is 8, the click rate is 0.5 and the display rate is 0.8; the advertisement D has a profit parameter of 5, a click rate of 0, and a show rate of 0.3. Then the first evaluation parameter of the advertisement a is calculated as: 0.5 × 15+0.4 × 0.25 × 100+0.1 × 1 × 100 ═ 27.5; the first evaluation parameter of advertisement B is: 0.5 × 10+0.4 × 0.75 × 100+0.1 × 1 × 100 ═ 45; the first rating parameter for ad C is: 0.5 × 8+0.4 × 0.5 × 100+0.1 × 0.8 × 100 ═ 32. The first evaluation parameter of advertisement D is: 0.5 × 5+0.4 × 0 × 100+0.1 × 0.3 × 100 ═ 5.5. It should be noted that, for the convenience of calculation, the click rate and the presentation rate are multiplied by the corresponding weights and then multiplied by 100.

Step S104-20-8, determining a second evaluation parameter of each advertisement group according to the first evaluation parameter of each advertisement in each advertisement group; sequencing the second evaluation parameters to obtain the current inter-group request strategy of each advertisement group;

specifically, the first evaluation parameters of the advertisements in each advertisement group are added to obtain a second evaluation parameter of each advertisement group; and performing descending order processing according to the size of the second evaluation parameter to obtain the current component request strategy of each advertisement group.

As an example, the target advertisement slot corresponds to three advertisement groups, including a parallel group 1, a serial group 1, and a serial group 2, where the second evaluation parameter of the parallel group 1 is 85, the second evaluation parameter of the serial group 1 is 110, and the second evaluation parameter of the serial group 2 is 90, then the inter-group request policy may be determined as: serial group 1 → serial group 2 → parallel group 1, the request priority of serial group 1 is higher than that of serial group 2, and the request priority of serial group 2 is higher than that of parallel group 1.

And S104-20-10, sequencing the first evaluation parameters of each advertisement in the serial group to obtain the current in-group request strategy of the serial group.

Specifically, according to the size of the first evaluation parameter of each advertisement in the serial group, descending order sorting processing is performed to obtain the current in-group request strategy of the serial group.

For example, serial group 1 includes advertisement a, advertisement B, advertisement C, and advertisement D of the above example, the intra-group request policy for this serial group 1 is: b → C → A → D, characterizing the highest request priority of advertisement B and the lowest request priority of advertisement D.

And S104-40, if the attribute information represents that the advertisement group is a single serial group, determining the current in-group request strategy of the serial group according to the acquired operation behavior data, the determined income parameter and the delivery data.

Specifically, as shown in fig. 4, step S104-40 may include the following steps S104-40-2 to S104-40-8:

step S104-40-2, if the attribute information represents that the advertisement group is a single serial group, determining the click rate of the target user to each advertisement in the serial group in a corresponding time interval according to the operation behavior data and the delivery data;

step S104-40-4, determining the display rate of each advertisement in the serial group in a corresponding time interval according to the delivery data;

step S104-40-6, determining a first evaluation parameter of each advertisement in the serial group based on the click rate, the profit parameter and the display rate according to a preset mode;

and S104-40-8, sequencing the first evaluation parameters of each advertisement to obtain the current in-group request strategy of the serial group.

The implementation process of step S104-40-2 to step S140-40-8 is the same as the implementation process of step S120-2 to step S120-6 and step S120-10, and reference may be made to the foregoing related description, and repeated points are not repeated here.

Because the request strategy is determined based on the operation behavior data of the target user, the profit parameter and the delivery data of each advertisement, the interest and interest of the target user are considered, and the condition of each advertisement is considered, the rationality and the effectiveness of the request strategy are ensured, the advertisement can be accurately displayed based on the request strategy, the request strategy does not need to be acquired from the second server side before the advertisement is displayed every time, and the advertisement display efficiency is improved.

After determining the request strategy of the advertisement group corresponding to the current target advertisement position based on the operation behavior data of the user and the like, the prior request strategy which is locally and currently stored by the terminal equipment is invalid; and to account for the fact that the advertisements that the user is interested in may differ in different time periods. Therefore, in one or more embodiments of the present application, after step S104, the method may further include:

updating the local currently stored request policy to the determined request policy, and deleting the stored operation behavior data, that is, deleting the operation behavior data acquired in step S102 from the corresponding storage space.

Further, corresponding to the above steps S102-2 and S102-4, and the steps S104-2 and S104-4, as shown in fig. 2, the step S106 may include the following steps S106-2 to S106-8:

step S106-2, determining a target advertisement group to be requested currently according to an inter-group request strategy; if the type of the target advertisement group is a serial group, executing step S106-4; if the type of the target advertisement group is a parallel group, executing step S106-6;

specifically, if a plurality of advertisement groups are determined according to the acquired attribute information of the advertisement groups, determining a target advertisement group to be requested currently according to an intra-group request strategy; and determining the type of the target advertisement, and if the type of the target advertisement group is a serial group, executing the step S106-4; if the type of the target advertisement group is a parallel group, step S106-6 is performed.

Step S106-4, according to the group request strategy of the target advertisement group, sequentially requesting advertisement data from the first service end corresponding to each advertisement in the target advertisement group, and when the advertisement data is requested, determining the requested advertisement data as the advertisement data of the target advertisement to be displayed currently;

specifically, according to an intra-group request strategy of a target advertisement group, determining an advertisement with the highest request priority as a current advertisement to be requested, sending an advertisement data acquisition request to a first service end corresponding to the current advertisement to be requested, determining whether advertisement data sent by the first service end is received within a preset time period, and if so, determining the received advertisement data as the advertisement data of the current target advertisement to be displayed; if not, according to the request strategy in the target advertisement group, determining the request priority adjacent to the current advertisement to be requested and the advertisement positioned after the current advertisement to be requested as the current advertisement to be requested, and continuing the request processing of the advertisement data according to the mode until the advertisement data is obtained.

As an example, if the target advertisement group is the above serial group 1, first sending an advertisement data acquisition request to a first server corresponding to the advertisement B; and if the advertisement data sent by the first server corresponding to the advertisement B is received within the preset time length, determining the corresponding advertisement B as the target advertisement to be displayed. If the advertisement data sent by the first server corresponding to the advertisement B is received within the preset time length, sending an advertisement data acquisition request to the first server corresponding to the advertisement C; and if the advertisement data sent by the first server corresponding to the advertisement C is received within the preset time length, determining the corresponding advertisement C as the target advertisement to be displayed. And if the advertisement data sent by the first server corresponding to the advertisement C is not received within the preset time length, sending an advertisement data acquisition request to the first server corresponding to the advertisement A, and so on until the advertisement data is acquired.

Step S106-6, simultaneously requesting advertisement data from a first service end corresponding to each advertisement in the target advertisement group, and determining the advertisement data requested firstly as the advertisement data of the target advertisement to be displayed currently;

specifically, an advertisement data acquisition request is sent to a first server corresponding to each advertisement in the target advertisement group, and the advertisement data sent by the first server received first is determined as the advertisement data of the target advertisement to be displayed currently. If a plurality of advertisement data are received at the same time at first, one advertisement data can be randomly selected from the advertisement data to be determined as the advertisement data of the target advertisement to be displayed currently; or, the advertisement type of the advertisement which is interested by the user can be determined according to the operation behavior data of the user; and determining the advertisement data of which the advertisement types are matched with the advertisement types interested by the target users in the plurality of advertisement data to be the advertisement data of the target advertisement to be displayed at present.

Further, if the advertisement data is not acquired based on the current target advertisement group according to the inter-group request policy, determining an advertisement group adjacent to the current target advertisement group and having a priority behind the current target advertisement group as the current target advertisement group according to the inter-group request policy, and performing acquisition processing of the advertisement data based on the current target advertisement group according to the above manner until the advertisement data is acquired.

And S106-8, sequentially requesting advertisement data from the first service end corresponding to each advertisement in the advertisement group according to the group request strategy of the advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be delivered currently when the advertisement data is requested.

Specifically, if the advertisement group is determined to be a single serial group according to the acquired attribute information of the advertisement group, sequentially requesting advertisement data from a first service end corresponding to each advertisement in the advertisement group according to an intra-group request strategy of the advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be delivered currently when the advertisement data is requested. The specific implementation manner of step S106-8 is the same as the implementation process of step S106-4, and reference may be made to the foregoing related description, and the repetition is not repeated here.

Therefore, based on the determined request strategy, corresponding advertisement data request processing is carried out according to the number and the type of the advertisement groups, the acquired advertisement data are ensured to be the advertisements which are interested by the target users, and therefore accurate display of the advertisements can be achieved.

In order to ensure that the policy is requested to be updated efficiently in a time-sharing manner, in one or more embodiments of the present application, as shown in fig. 5, the following step S110 and step S112 may be further included after step S108:

step S110, recording the delivery data of the target advertisement in the target advertisement position;

and step S112, if the operation behavior of the target user on the target advertisement is detected, generating and storing the operation behavior data of the target user.

Based on the same technical concept, the embodiment of the application also provides an advertisement display device, which is applied to the terminal equipment, corresponding to the advertisement display method described above. Fig. 6 is a schematic diagram illustrating a module composition of an advertisement display device according to an embodiment of the present application, and as shown in fig. 6, the advertisement display device includes:

a first obtaining module 201, configured to obtain, according to a preset time interval, operation behavior data of a target user for an advertisement group corresponding to a target advertisement slot in a corresponding time interval;

a first determining module 202, configured to determine a current request policy of the advertisement group according to the operation behavior data, so as to perform advertisement display processing of the target advertisement slot according to the request policy; wherein the request policy characterizes request priorities of a plurality of advertisements corresponding to the advertisement group;

the processing module 203 is configured to, if it is determined that the preset advertisement display condition of the target advertisement slot is met, perform request processing on advertisement data according to the request policy to obtain advertisement data of a target advertisement to be currently displayed in the advertisement group;

and the display module 204 is configured to display the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement.

Optionally, the first obtaining module 201 is specifically configured to:

determining attribute information of an advertisement group corresponding to the target advertisement position;

if the attribute information represents that the advertisement group is not a single parallel group, acquiring operation behavior data of a target user on the advertisement group in a corresponding time interval according to a preset time interval; wherein the parallel group characterizes a request processing of advertisement data for a corresponding plurality of advertisements simultaneously.

Optionally, the first determining module 202 is specifically configured to:

if the attribute information represents that the advertisement groups are multiple and comprise serial groups, determining the current inter-group request strategy and the current intra-group request strategy of each advertisement group according to the operation behavior data; the serial group representation is used for sequentially carrying out request processing on advertisement data on a plurality of corresponding advertisements;

and if the attribute information represents that the advertisement group is a single serial group, determining the current in-group request strategy of the serial group according to the operation behavior data.

Optionally, the apparatus further comprises: a second determination module;

the second determining module is used for determining the revenue parameters of the advertisement group and the delivery data of the advertisement group in the corresponding time interval;

correspondingly, the first determining module 202 is specifically configured to determine a current inter-group request policy of each advertisement group according to the operation behavior data, the revenue parameter, and the delivery data.

Optionally, the first determining module 202 is further specifically configured to:

determining the click rate of the target user to each advertisement in each advertisement group in a corresponding time interval according to the operation behavior data and the delivery data;

determining the display rate of each advertisement in each advertisement group in the corresponding time interval according to the putting data;

determining a first evaluation parameter of each advertisement in the advertisement group based on the click rate, the profit parameter and the display rate according to a preset mode;

determining a second evaluation parameter of each advertisement group according to the first evaluation parameter of each advertisement in each advertisement group;

and sequencing the second evaluation parameters to obtain the current inter-group request strategy of each advertisement group.

and sequencing the first evaluation parameters of each advertisement in the serial group to obtain the current in-group request strategy of the serial group.

Optionally, the processing module 203 is specifically configured to:

if the advertisement groups are determined to be multiple, determining a target advertisement group to be requested currently according to the inter-group request strategy; if the type of the target advertisement group is a serial group, sequentially requesting advertisement data from a first service end corresponding to each advertisement in the target advertisement group according to an intra-group request strategy of the target advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be displayed currently when the advertisement data is requested; if the type of the target advertisement group is a parallel group, simultaneously requesting advertisement data from a first service end corresponding to each advertisement in the target advertisement group, and determining the advertisement data requested firstly as the advertisement data of the target advertisement to be displayed currently;

and if the advertisement group is a single serial group, sequentially requesting advertisement data from a first service end corresponding to each advertisement in the advertisement group according to an in-group request strategy of the advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be displayed currently when the advertisement data is requested.

Optionally, the apparatus further comprises: the second acquisition module and the updating module;

the second obtaining module, before the first obtaining module 201 obtains the operation behavior data of the target user to the advertisement group corresponding to the target advertisement slot in the corresponding time interval, if it is determined that the advertisement display condition of the target advertisement slot is met and the request policy of the advertisement group is not locally stored, obtains the request policy of the advertisement group from the second server and stores the request policy to the local;

the updating module is configured to update the locally currently stored request policy to the determined request policy and delete the stored operation behavior data after the first determining module 202 determines the current request policy of the advertisement group.

Optionally, the apparatus further comprises: a recording module;

the recording module is used for recording the delivery data of the target advertisement in the target advertisement position; and the number of the first and second groups,

and if the operation behavior of the target user on the target advertisement is detected, generating and storing the operation behavior data of the target user.

The advertisement display device provided by the embodiment of the application acquires the operation behavior data of the target user on the advertisement group corresponding to the target advertisement position in the corresponding time interval according to the preset time interval; determining the current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition meeting the preset target advertisement position is determined, request processing of advertisement data is carried out according to a request strategy, and the advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained; and displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement. Therefore, the advertisement display device determines the request strategy of the advertisement group by itself, and when the advertisement display condition is determined to be met, the advertisement display processing is directly carried out based on the determined request strategy without acquiring the display sequence from the server side before the advertisement is displayed every time, so that the advertisement display efficiency is improved. In addition, a request strategy is determined based on the operation behavior data of the target user to the advertisement group, and the operation behavior data reflects the interest degree of the target user to different advertisements, so that the target advertisement requested and displayed to the target user based on the determined request strategy is the advertisement which is interested by the target user, and is not a fixed advertisement corresponding to the display sequence acquired from the server, and therefore, the targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted in time according to the change of the interest of the target user to the advertisement, and the reasonability and the effectiveness of the request strategy are ensured.

It should be noted that the embodiment of the advertisement display apparatus in the present application and the embodiment of the advertisement display method in the present application are based on the same inventive concept, and therefore, for specific implementation of the embodiment, reference may be made to implementation of the foregoing corresponding advertisement display method, and repeated details are not repeated.

Further, on the basis of the same technical concept, corresponding to the advertisement display method, an embodiment of the present application further provides an advertisement display apparatus, where the apparatus is configured to execute the advertisement display method, and fig. 7 is a schematic structural diagram of the advertisement display apparatus provided in the embodiment of the present application.

As shown in FIG. 7, the advertisement presentation device may have a large difference due to different configurations or performances, and may include one or more processors 301 and a memory 302, and the memory 302 may store one or more stored applications or data. Memory 302 may be, among other things, transient storage or persistent storage. The application program stored in memory 302 may include one or more modules (not shown), each of which may include a series of computer-executable instructions in an advertising presentation device. Still further, the processor 301 may be configured to communicate with the memory 302 to execute a series of computer-executable instructions in the memory 302 on the advertising presentation device. The advertisement presentation apparatus may also include one or more power sources 303, one or more wired or wireless network interfaces 304, one or more input-output interfaces 305, one or more keyboards 306, and the like.

In a particular embodiment, the advertisement presentation apparatus comprises a memory, and one or more programs, wherein the one or more programs are stored in the memory, and the one or more programs may comprise one or more modules, and each module may comprise a series of computer-executable instructions for the advertisement presentation apparatus, and the one or more programs configured to be executed by the one or more processors include computer-executable instructions for:

Optionally, when executed, the computer-executable instruction, according to a preset time interval, acquiring operation behavior data of the target user on an advertisement group corresponding to the target advertisement slot in the corresponding time interval, includes:

Optionally, when executed, the computer-executable instructions determine a current request policy for the ad group based on the operational behavior data, comprising:

Optionally, the computer executable instructions, when executed, further comprise:

determining revenue parameters of the advertisement group and delivery data of the advertisement group in a corresponding time interval;

the determining the current inter-group request strategy of each advertisement group according to the operation behavior data comprises:

and determining the current inter-group request strategy of each advertisement group according to the operation behavior data, the income parameters and the delivery data.

Optionally, when executed, the computer-executable instructions perform request processing on advertisement data according to the request policy to obtain advertisement data of a target advertisement to be currently displayed in the advertisement group, where the method includes:

According to the advertisement display equipment provided by the embodiment of the application, operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval is acquired according to a preset time interval; determining the current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition meeting the preset target advertisement position is determined, request processing of advertisement data is carried out according to a request strategy, and the advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained; and displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement. Therefore, the advertisement display equipment determines the request strategy of the advertisement group by itself, and when the advertisement display condition is determined to be met, the advertisement display processing is directly carried out based on the determined request strategy without acquiring the display sequence from the server side before the advertisement is displayed every time, so that the advertisement display efficiency is improved. In addition, a request strategy is determined based on the operation behavior data of the target user to the advertisement group, and the operation behavior data reflects the interest degree of the target user to different advertisements, so that the target advertisement requested and displayed to the target user based on the determined request strategy is the advertisement which is interested by the target user, and is not a fixed advertisement corresponding to the display sequence acquired from the server, and therefore, the targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted in time according to the change of the interest of the target user to the advertisement, and the reasonability and the effectiveness of the request strategy are ensured.

It should be noted that the embodiment of the data processing device in the present application and the embodiment of the advertisement displaying method in the present application are based on the same inventive concept, and therefore, for specific implementation of the embodiment, reference may be made to implementation of the foregoing corresponding advertisement displaying method, and repeated details are not repeated.

Further, corresponding to the advertisement displaying method, based on the same technical concept, one or more embodiments of the present application further provide a storage medium for storing computer executable instructions, in a specific embodiment, the storage medium may be a usb disk, an optical disk, a hard disk, and the like, and when the computer executable instructions stored in the storage medium are executed by a processor, the following processes may be implemented:

Optionally, when executed by the processor, the computer-executable instructions stored in the storage medium obtain, according to a preset time interval, operation behavior data of the target user on an advertisement group corresponding to the target advertisement slot in the corresponding time interval, where the operation behavior data includes:

Optionally, the storage medium stores computer-executable instructions that, when executed by the processor, determine a current request policy for the ad group based on the operational behavior data, including:

Optionally, the storage medium stores computer-executable instructions that, when executed by the processor, further comprise:

Optionally, when executed by a processor, the computer-executable instructions stored in the storage medium perform request processing on advertisement data according to the request policy to obtain advertisement data of a target advertisement to be currently displayed in the advertisement group, including:

When executed by a processor, a computer executable instruction stored in a storage medium provided by the embodiment of the application acquires operation behavior data of a target user on an advertisement group corresponding to a target advertisement position in a corresponding time interval according to a preset time interval; determining the current request strategy of the advertisement group according to the acquired operation behavior data; when the advertisement display condition meeting the preset target advertisement position is determined, request processing of advertisement data is carried out according to a request strategy, and the advertisement data of the target advertisement to be displayed currently in the advertisement group is obtained; and displaying the target advertisement to the target user at the target advertisement position according to the advertisement data of the target advertisement. Therefore, the request strategy of the advertisement group is determined by self, and when the advertisement display condition is determined to be met, the advertisement display processing is directly carried out based on the determined request strategy without acquiring the display sequence from the server side before the advertisement is displayed every time, so that the advertisement display efficiency is improved. In addition, a request strategy is determined based on the operation behavior data of the target user to the advertisement group, and the operation behavior data reflects the interest degree of the target user to different advertisements, so that the target advertisement requested and displayed to the target user based on the determined request strategy is the advertisement which is interested by the target user, and is not a fixed advertisement corresponding to the display sequence acquired from the server, and therefore, the targeted and accurate display of the advertisement is realized. And the request strategy is determined in a time-sharing manner according to the time interval, so that the request strategy can be adjusted in time according to the change of the interest of the target user to the advertisement, and the reasonability and the effectiveness of the request strategy are ensured.

The computer-readable storage medium includes a Read-Only Memory (ROM), a Random Access Memory (RAM), a magnetic disk or an optical disk.

It should be noted that the embodiment of the storage medium in the present application and the embodiment of the advertisement displaying method in the present application are based on the same inventive concept, and therefore, specific implementation of the embodiment may refer to implementation of the foregoing corresponding advertisement displaying method, and repeated details are not repeated.

The embodiments in the present application are described in a progressive manner, and the same and similar parts among the embodiments can be referred to each other, and each embodiment focuses on the differences from the other embodiments. In particular, for the system embodiment, since it is substantially similar to the method embodiment, the description is simple, and for the relevant points, reference may be made to the partial description of the method embodiment.

The above description is only an example of the present application and is not intended to limit the present application. Various modifications and changes may occur to those skilled in the art. Any modification, equivalent replacement, improvement, etc. made within the spirit and principle of the present application should be included in the scope of the claims of the present application.

Claims

1. An advertisement display method, comprising:

determining the current request strategy of the advertisement group according to the operation behavior data so as to carry out advertisement display processing of the target advertisement position according to the request strategy; wherein the request policy characterizes request priorities of a plurality of advertisements in the advertisement group;

2. The method according to claim 1, wherein the obtaining operation behavior data of the target user for the advertisement group corresponding to the target advertisement position in the corresponding time interval according to the preset time interval comprises:

determining attribute information of an advertisement group corresponding to a target advertisement space according to a preset time interval;

if the attribute information represents that the advertisement group is not a single parallel group, acquiring operation behavior data of a target user on the advertisement group in a corresponding time interval; wherein the parallel group characterizes a request processing of advertisement data for a corresponding plurality of advertisements simultaneously.

3. The method of claim 2, wherein determining a current request policy for the ad group based on the operational behavior data comprises:

4. The method of claim 3, further comprising:

5. The method of claim 4, wherein determining a current inter-group request policy for each of the ad groups based on the operational behavior data, the revenue parameter, and the placement data comprises:

6. The method of claim 5, wherein determining the serial group current intra-group request policy comprises:

7. The method of claim 3, wherein the requesting the advertisement data according to the request policy to obtain the advertisement data of the target advertisement to be currently displayed in the advertisement group comprises:

8. The method according to claim 1, wherein before acquiring the operation behavior data of the target user for the advertisement group corresponding to the target advertisement slot in the corresponding time interval according to the preset time interval, the method further comprises:

if the advertisement display condition of the target advertisement position is met and the request strategy of the advertisement group is not stored locally, acquiring the request strategy of the advertisement group from a second server and storing the request strategy to the local;

after determining the current request policy of the advertisement group, the method further includes:

and updating the locally and currently stored request strategy into the determined request strategy, and deleting the stored operation behavior data.

9. The method of claim 1, further comprising:

recording the delivery data of the target advertisement in the target advertisement space; and the number of the first and second groups,

10. An advertising display device, comprising:

11. The apparatus of claim 10, wherein the first obtaining module is specifically configured to:

12. The apparatus of claim 11, wherein the first determining module is specifically configured to:

13. The apparatus of claim 12, further comprising: a second determination module;

the first determining module is specifically configured to determine a current inter-group request policy of each advertisement group according to the operation behavior data, the revenue parameter, and the delivery data.

14. The apparatus of claim 12, wherein the processing module is specifically configured to:

if the advertisement groups are determined to be multiple, determining the type of the target advertisement group to be requested currently according to the inter-group request strategy; if the type of the target advertisement group is a serial group, sequentially requesting advertisement data from a first service end corresponding to each advertisement in the target advertisement group according to an intra-group request strategy of the target advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be launched currently when the advertisement data is requested; if the type of the target advertisement group is a parallel group, simultaneously requesting advertisement data from a first service end corresponding to each advertisement in the target advertisement group, and determining the advertisement data requested firstly as the advertisement data of the target advertisement to be launched currently;

and if the advertisement group is a single serial group, sequentially requesting advertisement data from a first service end corresponding to each advertisement in the advertisement group according to an in-group request strategy of the advertisement group, and determining the requested advertisement data as the advertisement data of the target advertisement to be delivered currently when the advertisement data is requested.