CN111970567A - Method and device for adapting advertisement label to user, storage medium and electronic equipment - Google Patents
Method and device for adapting advertisement label to user, storage medium and electronic equipmentDownload PDFInfo
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- CN111970567A CN111970567ACN202010848256.3ACN202010848256ACN111970567ACN 111970567 ACN111970567 ACN 111970567ACN 202010848256 ACN202010848256 ACN 202010848256ACN 111970567 ACN111970567 ACN 111970567A
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- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/43—Processing of content or additional data, e.g. demultiplexing additional data from a digital video stream; Elementary client operations, e.g. monitoring of home network or synchronising decoder's clock; Client middleware
- H04N21/442—Monitoring of processes or resources, e.g. detecting the failure of a recording device, monitoring the downstream bandwidth, the number of times a movie has been viewed, the storage space available from the internal hard disk
- H04N21/44204—Monitoring of content usage, e.g. the number of times a movie has been viewed, copied or the amount which has been watched
- G—PHYSICS
- G06—COMPUTING OR CALCULATING; 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
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/40—Client devices specifically adapted for the reception of or interaction with content, e.g. set-top-box [STB]; Operations thereof
- H04N21/45—Management operations performed by the client for facilitating the reception of or the interaction with the content or administrating data related to the end-user or to the client device itself, e.g. learning user preferences for recommending movies, resolving scheduling conflicts
- H04N21/4508—Management of client data or end-user data
- H04N21/4532—Management of client data or end-user data involving end-user characteristics, e.g. viewer profile, preferences
- H—ELECTRICITY
- H04—ELECTRIC COMMUNICATION TECHNIQUE
- H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
- H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
- H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
- H04N21/81—Monomedia components thereof
- H04N21/812—Monomedia components thereof involving advertisement data
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Abstract
Description
Technical Field
The application belongs to the technical field of smart televisions, and particularly relates to a method and a device for adapting an advertisement label to a user, a storage medium and electronic equipment.
Background
At present, with the rapid development of smart televisions, more and more users return to become large-screen television users. Based on the method, the Internet of things advertisements for intelligent marketing of the Internet of things have the tendency of slowly flowing into the large-screen television terminal from the mobile terminal. In which it is always a problem how programmatic ad placement ensures ad placement efficiency and guarantees the user experience.
The above is only for the purpose of assisting understanding of the technical aspects of the present invention, and does not represent an admission that the above is prior art.
Disclosure of Invention
In order to overcome the problems in the related art at least to a certain extent, the method, the device, the storage medium and the electronic equipment for adapting the advertisement tag are provided for the user, and the method, the device, the storage medium and the electronic equipment are beneficial to ensuring the advertisement effect and improving the experience of the user in the intelligent television advertisement putting process.
In order to achieve the purpose, the following technical scheme is adopted in the application:
in a first aspect,
the application provides a method for adapting advertisement labels to users, which comprises the following steps:
acquiring exposure data of terminal equipment to the delivered advertisements;
determining a material classification label corresponding to the exposure advertisement based on the analysis processing of the exposure data;
binding the material classification label with the exposure data to obtain intermediate data, and recording and warehousing the intermediate data;
based on a preset label adaptation algorithm, carrying out advertisement label adaptation calculation on the intermediate data recorded and accumulated in the library, and determining an advertisement label adapted to the terminal equipment;
and performing association binding on the advertisement tag and corresponding terminal equipment, and warehousing, updating and maintaining the association-bound information.
Optionally, the obtaining of the exposure data of the terminal device to the delivered advertisement specifically includes:
based on an exposure monitoring service running on the terminal equipment, when the exposure behavior of a user to the delivered advertisement meets a preset rule, returning the exposure data of the delivered advertisement through exposure connection to realize the acquisition of the exposure data;
the exposure data comprises terminal equipment ID information, advertisement unit ID information and exposure duration information.
Optionally, the preset rule includes:
and when the exposure time for advertising is equal to a first preset value, returning exposure data.
Optionally, the determining a material classification label corresponding to an exposure advertisement based on the analysis processing of the exposure data includes:
inquiring and confirming the corresponding advertisement materials according to the advertisement unit ID information in the exposure data;
and acquiring content classification information of the advertisement material to determine a material classification label corresponding to the exposure advertisement.
Optionally, content classification information of the advertisement material is obtained through a content identification technology.
Optionally, the content classification information of the advertisement material is obtained by reading the content classification setting when the advertisement material is created.
Optionally, the performing advertisement tag adaptation calculation on the intermediate data recorded and accumulated in the library based on a preset tag adaptation algorithm to determine an advertisement tag adapted to the terminal device includes:
and performing statistical calculation on the intermediate data recorded and accumulated in the preset time period to obtain the proportion of each material classification label in the intermediate data corresponding to the same terminal equipment, and determining the material classification label of which the proportion exceeds a second preset value as the adaptive advertisement label of the corresponding terminal equipment.
In a second aspect of the present invention,
the application provides a device for adapting advertisement labels to users, comprising:
the acquisition module is used for acquiring exposure data of the terminal equipment to the delivered advertisements;
the first determining module is used for determining a material classification label corresponding to the exposure advertisement based on the analysis processing of the exposure data;
the recording module is used for binding the material classification label with the exposure data to obtain intermediate data and recording the intermediate data to be stored in a warehouse;
the second determination module is used for carrying out advertisement label adaptation calculation on the intermediate data recorded and accumulated in the library based on a preset label adaptation algorithm and determining an advertisement label adapted to the terminal equipment;
and the binding and maintaining module is used for performing association binding on the advertisement tag and the corresponding terminal equipment, and storing and updating and maintaining the association bound information.
In a third aspect,
the present application provides a readable storage medium having stored thereon an executable program which, when executed by a processor, performs the steps of the method described above.
In a fourth aspect of the present invention,
the application provides an electronic device, including:
a memory having an executable program stored thereon;
a processor for executing the executable program in the memory to implement the steps of the method described above.
This application adopts above technical scheme, possesses following beneficial effect at least:
by analyzing and processing the advertisement exposure data of the user, the advertisement types which are actually interested by the user are determined and the corresponding advertisement labels are adapted to the advertisement types, and then the advertisement labels adapted to the user can be delivered in a targeted manner in advertisement delivery, so that the advertisement effect is ensured, and the user experience is improved.
Additional advantages, objects, and features of the invention will be set forth in part in the description which follows and in part will become apparent to those having ordinary skill in the art upon examination of the following or may be learned from practice of the invention. The objectives and other advantages of the invention will be realized and attained by the structure particularly pointed out in the written description and claims hereof as well as the appended drawings.
Drawings
The accompanying drawings are included to provide a further understanding of the technology or prior art of the present application and are incorporated in and constitute a part of this specification. The drawings expressing the embodiments of the present application are used for explaining the technical solutions of the present application, and should not be construed as limiting the technical solutions of the present application.
FIG. 1 is a flow chart illustrating a method for adapting an advertisement tag to a user according to an embodiment of the present application;
FIG. 2 is a schematic illustration of an advertisement placement process in one embodiment of the present application;
FIG. 3 is a schematic structural diagram of an apparatus for adapting an advertisement tag to a user according to an embodiment of the present application;
fig. 4 is a schematic structural diagram of an electronic device according to an embodiment of the present application.
Detailed Description
In order to make the objects, technical solutions and advantages of the present application more apparent, the technical solutions of the present application will be described in detail below. It is to be understood that the embodiments described are only a few embodiments of the present application and not all embodiments. All other embodiments, which can be derived by a person skilled in the art from the examples given herein without making any creative effort, shall fall within the protection scope of the present application.
In the related art, the manner of delivering the smart television advertisement includes delivering a corresponding advertisement for a channel type (for example, delivering a training advertisement in an education channel); the advertisements are targeted to the user tags in such a way that the user tags are generated based on personal information (such as age, gender, etc.) of the user, such as placing cosmetic advertisements for "young women" to the user tags. However, the above related technologies all have problems of poor advertisement delivery effect and poor user experience.
In view of the above, the present application provides a method for adapting an advertisement tag to a user, so that targeted delivery can be performed based on the advertisement tag adapted by the user in advertisement delivery, thereby ensuring an advertisement effect and improving user experience.
Fig. 1 is a flowchart illustrating a method for adapting an advertisement tag to a user according to an embodiment of the present application, as shown in fig. 1, in this embodiment, the method includes:
step S110, acquiring exposure data of the terminal device to the delivered advertisement;
in the embodiment, the terminal device runs with an exposure monitoring service, and based on the exposure monitoring service running on the terminal device, when the exposure behavior of the user to the delivered advertisement meets a preset rule, the exposure data of the delivered advertisement is returned through exposure connection to achieve the acquisition of the exposure data;
in this embodiment, the preset rule is specifically that when the exposure time for delivering the advertisement is equal to a first preset value, the exposure data is returned, where the exposure data includes terminal device ID information, advertisement unit ID information, and exposure duration information.
For example, the terminal device (ID: AB1997) receives the delivered advertisement, displays it, and then "exposes" the advertisement, the first preset value is the actual time length of the advertisement is 7s, when it is detected that the advertisement is continuously exposed and displayed for 7s (indicating that the user does not change the station during the advertisement playing period), the exposure data is returned, and the exposure data includes the ID information of the terminal device (AB1997), the ID information of the advertisement unit to which the advertisement belongs, and the exposure time length information (7 s).
Continuing to step S120, determining a material classification label corresponding to the exposure advertisement based on the analysis processing of the exposure data;
in the embodiment, the background system receives the returned exposure data, and inquires and confirms the corresponding advertisement material according to the advertisement unit ID information in the exposure data; the content classification information of the advertisement material is obtained to determine a material classification label (for example, the material classification label is "car") corresponding to the exposure advertisement.
It should be noted that, the content classification information of the advertisement material is obtained here, and the content identification technology can be used to identify the content of the inquired advertisement material, so as to obtain the content classification information of the advertisement material. Or,
the content classification information of the advertisement material is obtained by reading the content classification setting when the advertisement material is created, namely, the corresponding content classification setting is manually configured when the advertisement material is created, and the content classification information of the advertisement material is obtained by reading the content classification setting.
Continuing to step S130, binding the material classification label with the exposure data to obtain intermediate data, and recording and warehousing the intermediate data; after a certain amount of intermediate data has been accumulated,
step S140 is carried out, advertisement label adaptation calculation is carried out on the intermediate data recorded and accumulated in the library based on a preset label adaptation algorithm, and an advertisement label adapted to the terminal equipment is determined;
specifically, in this embodiment, statistical calculation is performed on the intermediate data recorded and accumulated in the preset time period to obtain the proportion of each material classification label in the intermediate data corresponding to the same terminal device, and the material classification label of which the proportion exceeds the second preset value is determined as the advertisement label adapted to the corresponding terminal device.
For example, the intermediate data accumulated in one month is statistically calculated, for example, in the intermediate data of month 4, there are 1000 pieces of intermediate data of the terminal device with ID AB1997, where the material classification label is "car" with occurrence duty of 32%, "household appliance" with 10%, "city tour" with 27%, "mother and baby" with 3%, and the second preset value with 25%, then "car" and "city tour" are determined as the advertisement label of the terminal device.
And continuing to step S150, performing association binding on the advertisement tag and the corresponding terminal equipment, and warehousing and updating and maintaining the association bound information.
Namely, the associated data of the terminal device and the advertisement label is stored to be applied in advertisement putting.
Regarding the update maintenance, according to a specific service scenario, a rule may be set according to a time period to adapt the validity period of the advertisement tag, for example, the validity period may be calculated once every month or every day, and then the advertisement tag adapted by the terminal device is updated again.
In order to facilitate understanding of the technical solution of the present application, the following describes an application of an advertisement tag in conjunction with an advertisement delivery process in an embodiment.
As shown in fig. 2, in this embodiment, the advertisement delivery involves an end user (or a terminal device, such as a smart television, a set-top box, etc.), an advertisement trading platform (also called ADX trading platform), and a demand party platform (also called DSP demand party platform, i.e. a platform for advertisers to deliver advertisements).
The flow of advertisement delivery is shown as the solid flow in fig. 2, the end user generates an advertisement request, and the request is distributed to the demand party platform through the advertisement trading platform; and the demand side platform analyzes and inquires whether an advertisement tag interested by the user exists or not according to the terminal equipment ID in the request based on the user advertisement tag database, preferentially filters and matches the advertisement interested by the user if the advertisement tag exists, returns the advertisement to the terminal user and finishes delivery.
It should be noted that, in the above process, no matter whether the advertisement that the user is interested in can be filtered and matched, the demander platform will return the advertisement, that is, the advertisement tag is only a judgment condition in the advertisement putting strategy, for example,
a terminal currently generates an advertisement request, and the information of this terminal is as follows,
region: chongqing
Time of request generation: 3 am in the afternoon
Label adapted to the terminal: mother and infant
The size of the advertisement space is as follows: 1920x1080
Etc. other information
At this time, the platform of the demand side has 3 advertisement units, respectively,
unit A: and (4) throwing region: nationwide, delivery time: 10 am-5 pm, ad size: 1920x1080, configuration tag: is free of
Unit B: and (4) throwing region: changsha, Shenzhen and Beijing, the release time is as follows: all day, advertisement size: 500x600, configuration tag: automobile
Unit C: and (4) throwing region: chongqing, Sichuan province, release time: all day, advertisement size: 1920x1080, configuration tag: mother-baby, electronic business
In the 3 advertisement units, unit a and unit C both satisfy the delivery condition, but the device is adapted with a "mother-infant" tag, and finally, unit C is hit preferentially to return the advertisement content of C.
In addition, as shown by the flow of the dotted line in fig. 2, after the terminal user displays and exposes the delivered advertisement, as described in the foregoing embodiment, after the exposure behavior meets the preset rule, the exposure data is returned to notify the demanding side platform of the specific exposure information, the demanding side platform processes the exposure data, and based on the accumulated big data and the analysis of the user behavior, the interested advertisement tag is adapted to the user, thereby completing the maintenance and update of the user advertisement tag database.
According to the technical scheme, the advertisement types which are actually interested by the user are determined and the corresponding advertisement labels are adapted to the advertisement types through the analysis and the processing of the advertisement exposure data of the user, and then the advertisement labels based on the user adaptation can be delivered in the advertisement delivery process in a targeted manner, so that the advertisement effect is guaranteed, and the user experience is improved.
Fig. 3 is a schematic structural diagram of an apparatus for adapting an advertisement tag to a user according to an embodiment of the present application, and as shown in fig. 3, the apparatus 300 for adapting an advertisement tag to a user includes:
an obtaining module 301, configured to obtain exposure data of a terminal device for delivering an advertisement;
a first determining module 302, configured to determine a material classification tag corresponding to an exposure advertisement based on analysis processing on exposure data;
the recording module 303 is configured to bind the material classification tag with the exposure data to obtain intermediate data, and record the intermediate data into a storage;
a second determining module 304, configured to perform advertisement tag adaptation calculation on the intermediate data recorded and accumulated in the library based on a preset tag adaptation algorithm, and determine an advertisement tag adapted to the terminal device;
and a binding and maintainingmodule 305, configured to perform association binding on the advertisement tag and the corresponding terminal device, and perform warehousing and update maintenance on information of the association binding.
With respect to the apparatus 300 for adapting advertisement tags to users in the above-mentioned related embodiment, the specific manner in which each module performs operations has been described in detail in the embodiment related to the method, and will not be described in detail here.
In one embodiment, the present application also provides a readable storage medium having stored thereon an executable program, which when executed by a processor, performs the steps of the above-described method.
With regard to the readable storage medium in the above-mentioned embodiments, the specific manner of executing the operation by the stored program has been described in detail in the embodiments related to the method, and will not be elaborated herein.
Fig. 4 is a schematic structural diagram of an electronic device according to an embodiment of the present application, and as shown in fig. 4, the electronic device 400 includes:
a memory 401 having an executable program stored thereon;
a processor 402 for executing the executable program in the memory 401 to implement the steps of the above method.
With respect to the electronic device 400 in the above embodiment, the specific manner of executing the program in the memory 401 by the processor 402 thereof has been described in detail in the embodiment related to the method, and will not be elaborated herein.
The above description is only a preferred embodiment of the present invention, but the scope of the present invention is not limited thereto, and any changes or substitutions that can be easily conceived by those skilled in the art within the technical scope of the present invention are included in the scope of the present invention. Therefore, the protection scope of the present invention shall be subject to the protection scope of the claims.
Claims (10)
1. A method for adapting an advertisement tag to a user, comprising:
acquiring exposure data of terminal equipment to the delivered advertisements;
determining a material classification label corresponding to the exposure advertisement based on the analysis processing of the exposure data;
binding the material classification label with the exposure data to obtain intermediate data, and recording the intermediate data to be stored in a warehouse;
based on a preset label adaptation algorithm, carrying out advertisement label adaptation calculation on the intermediate data recorded and accumulated in the library, and determining an advertisement label adapted to the terminal equipment;
and performing association binding on the advertisement tag and corresponding terminal equipment, and warehousing, updating and maintaining the association-bound information.
2. The method for adapting an advertisement tag to a user according to claim 1, wherein the obtaining of exposure data of the terminal device to the delivered advertisement specifically comprises:
based on an exposure monitoring service running on the terminal equipment, when the exposure behavior of a user to the delivered advertisement meets a preset rule, returning the exposure data of the delivered advertisement through exposure connection to realize the acquisition of the exposure data;
the exposure data comprises terminal equipment ID information, advertisement unit ID information and exposure duration information.
3. The method for adapting advertisement tags to users according to claim 2, wherein said preset rules comprise:
and when the exposure time for advertising is equal to a first preset value, returning exposure data.
4. The method of claim 2, wherein determining the material classification label corresponding to the exposed advertisement based on the analysis of the exposure data comprises:
inquiring and confirming the corresponding advertisement materials according to the advertisement unit ID information in the exposure data;
and acquiring content classification information of the advertisement material to determine a material classification label corresponding to the exposure advertisement.
5. The method for adapting advertisement tags to users as claimed in claim 4, wherein the content classification information of said advertisement material is obtained by a content identification technique.
6. The method for adapting advertisement tag to user as claimed in claim 4, wherein the content classification information of the advertisement material is obtained by reading the content classification setting when the advertisement material is created.
7. The method for adapting advertisement tags to users according to claim 2, wherein said performing advertisement tag adaptation calculation on the intermediate data accumulated in the records of the library based on a preset tag adaptation algorithm to determine the advertisement tag adapted to the terminal device comprises:
and performing statistical calculation on the intermediate data recorded and accumulated in the preset time period to obtain the proportion of each material classification label in the intermediate data corresponding to the same terminal equipment, and determining the material classification label of which the proportion exceeds a second preset value as an advertisement label adapted to the corresponding terminal equipment.
8. An apparatus for adapting advertising labels to users, comprising:
the acquisition module is used for acquiring exposure data of the terminal equipment to the delivered advertisements;
the first determining module is used for determining a material classification label corresponding to the exposure advertisement based on the analysis processing of the exposure data;
the recording module is used for binding the material classification label with the exposure data to obtain intermediate data and recording the intermediate data to be stored in a warehouse;
the second determination module is used for carrying out advertisement label adaptation calculation on the intermediate data recorded and accumulated in the library based on a preset label adaptation algorithm and determining an advertisement label adapted to the terminal equipment;
and the binding and maintaining module is used for performing association binding on the advertisement tag and the corresponding terminal equipment, and storing and updating and maintaining the association bound information.
9. A readable storage medium having stored thereon an executable program, wherein the executable program, when executed by a processor, performs the steps of the method of any one of claims 1-7.
10. An electronic device, comprising:
a memory having an executable program stored thereon;
a processor for executing the executable program in the memory to implement the steps of the method of any one of claims 1-7.
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| CN202010848256.3ACN111970567A (en) | 2020-08-21 | 2020-08-21 | Method and device for adapting advertisement label to user, storage medium and electronic equipment |
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| CN202010848256.3ACN111970567A (en) | 2020-08-21 | 2020-08-21 | Method and device for adapting advertisement label to user, storage medium and electronic equipment |
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