Advertisement display method and terminal

Abstract

Embodiments of the present application provide an advertisement display method and a terminal, and relate to the technical field of communication, which can reduce the time length of loading advertisement materials during APP running, thereby improving the success recommendation probability of advertisements and the user experience when using the APP. The method comprises: a terminal acquiring first advertisement information of an advertisement to be played this time and second advertisement information of an advertisement to be played in the future predicted, the first advertisement information being used to indicate the characteristic attribute of the advertisement to be played this time displayed on the terminal, and the second advertisement information being used to indicate the characteristic attribute of the advertisement to be played in the future displayed on the terminal; the terminal acquiring first advertisement materials of the advertisement to be played this time according to the first advertisement information; the terminal acquiring second advertisement materials of the advertisement to be played in the future according to the second advertisement information; and the terminal displaying the first advertisement materials and the second advertisement materials respectively.

Description

[0001] The present application claims priority to the Chinese patent application No. 201710051633.9, filed on January 20, 2017, and entitled "A method and device for improving the speed of advertisement display", the whole content of which is incorporated herein by reference. TECHNICAL FIELD

[0002] Embodiments of the present application relate to the field of communication technology, in particular to an advertisement display method and a terminal. BACKGROUND

[0003] Generally, an advertiser will upload advertisement materials (e.g. pictures, texts, videos and sounds of advertisements, etc.) to be put into an advertisement resource pool. When a user uses an application (APP), the terminal will trigger to obtain corresponding advertisement materials from the advertisement resource pool and display them on the display interface.

[0004] When the terminal detects that the user starts a certain App or enters a specified interface of a certain App, it can be considered that the terminal has a demand for displaying advertisements at this time. Then, as shown in FIG. 1, the terminal can send an advertisement request to an advertisement server, and the advertisement server can find advertisement information (e.g. ID, name, type of the target advertisement and download link of its advertisement materials, etc.) of a target advertisement matching the advertisement request in the advertisement resource pool and return the advertisement information to the terminal. Then, the terminal can further obtain the advertisement materials of the target advertisement from the advertisement server according to the advertisement information. For example, the terminal can download the advertisement materials of the target advertisement according to the download link of the advertisement materials in the advertisement information, and then display the advertisement materials of the target advertisement on the display interface of the terminal. Figure 1

[0005] However, when the terminal downloads the advertisement materials, if the pictures, videos or sounds contained in the advertisement materials are relatively large in size, or the network bandwidth is insufficient during the downloading, the advertisement materials will be downloaded slowly. This will cause the user to waste a lot of time waiting for the downloading of the advertisement materials during the use of the APP, which not only reduces the success rate of the advertisement recommendation, but also seriously affects the user experience when the user uses the APP. SUMMARY

[0006] Embodiments of the present application provide an advertisement display method and a terminal, which can reduce the time length of loading advertisement materials during the running of the APP, thereby improving the success rate of the advertisement recommendation and the user experience when the user uses the APP.

[0007] To achieve the above object, embodiments of the present application adopt the following technical solutions:

[0008] ​In a first aspect, embodiments of the present application provide an advertisement display method, comprising: a terminal obtaining first advertisement information of a current to-be-played advertisement (the first advertisement information being used to indicate a characteristic attribute of the current to-be-played advertisement displayed on the terminal) and second advertisement information of a future to-be-played advertisement predicted (the second advertisement information being used to indicate a characteristic attribute of the future to-be-played advertisement displayed on the terminal); then, the terminal obtains first advertisement material of the current to-be-played advertisement according to the first advertisement information, and obtains second advertisement material of the future to-be-played advertisement according to the second advertisement information; finally, the terminal displays the first advertisement material and the second advertisement material respectively. That is, when the terminal needs to display the current to-be-played advertisement in a display interface, the first advertisement information of the current to-be-played advertisement and the second advertisement information of the future to-be-played advertisement predicted can be obtained at one time. Then, the first advertisement material of the current to-be-played advertisement and the second advertisement material of the future to-be-played advertisement are obtained.

[0009] In this way, when the terminal needs to display the future to-be-played advertisement at a future time, the second advertisement material obtained can be directly output to the display interface for display, saving the time of the terminal downloading the second advertisement material. In this way, the user does not need to spend a lot of time waiting for the terminal to download the advertisement material during the use of the APP, thereby improving the success recommendation probability of the advertisement and the user experience when using the APP.

[0010] In combination with the first aspect, in a possible implementation manner, the terminal obtains the first advertisement information of the current to-be-played advertisement and the second advertisement information of the future to-be-played advertisement predicted, specifically comprising: the terminal sends an advertisement request of the current to-be-played advertisement to a server, the advertisement request being used to trigger the server to determine the first advertisement information corresponding to the current to-be-played advertisement and to predict the second advertisement information corresponding to the future to-be-played advertisement; then, the terminal receives a response message sent by the server, the response message including the first advertisement information and the second advertisement information. That is, when the terminal needs to display the current to-be-played advertisement, the advertisement information of the future to-be-played advertisement can be obtained from the server at the same time. In this way, without increasing the number of interactions between the terminal and the server, the terminal can obtain the advertisement information of the future to-be-played advertisement in advance, so that the terminal can download the advertisement material of the future to-be-played advertisement in advance according to the advertisement information, avoiding the user waiting time caused by real-time downloading of the advertisement material when playing the advertisement.

[0011] With reference to the first aspect and the possible implementation manners above, in a possible implementation manner, the advertisement request comprises at least one of application information of an application currently running on the terminal, device information of the terminal, and user behavior data recorded by the terminal. In this way, the server predicts a future advertisement to be played in association with the application information, the device information, or the user behavior data for the terminal, so as to improve the success rate of advertisement recommendation.

[0012] With reference to the first aspect and the possible implementation manners above, in a possible implementation manner, the second advertisement information comprises a download link of the second advertisement material; and the terminal acquires the second advertisement material of the future advertisement to be played according to the second advertisement information, including: when the terminal is in a Wi-Fi network, the terminal downloads the second advertisement material according to the download link of the second advertisement material. In this way, the additional traffic cost brought to the user when the terminal downloads the advertisement material in a mobile network can be reduced.

[0013] With reference to the first aspect and the possible implementation manners above, in a possible implementation manner, the first advertisement information comprises a material identifier; and the terminal acquires the first advertisement material of the current advertisement to be played according to the first advertisement information, including: the terminal checks whether the terminal stores a target advertisement material corresponding to the material identifier; if the target advertisement material corresponding to the material identifier is not stored, the terminal acquires the first advertisement material corresponding to the material identifier from the server; if the target advertisement material corresponding to the material identifier is stored, the terminal takes the target advertisement material as the first advertisement material, and then displays the first advertisement material on the display interface of the terminal, so as to complete the playing process of the current advertisement to be played.

[0014] At this time, in the process of playing the current advertisement to be played, the terminal does not need to download the first advertisement material corresponding to the first advertisement information, so that the user does not need to spend a lot of time waiting for the downloading process of the advertisement material in the process of using the APP, thereby improving the success rate of advertisement recommendation and the user experience when using the APP.

[0015] With reference to the first aspect and the possible implementation manners above, in a possible implementation manner, the terminal displays the first advertisement material and the second advertisement material respectively, including: the terminal displays the first advertisement material at a first time; and the terminal displays the second advertisement material at a second time, the second time being later than the first time.

[0016] For example, the terminal displays the second advertisement material at the second time, including: when the third advertisement information acquired by the terminal comprises a material identifier of the second advertisement material, the terminal displays the second advertisement material.

[0017] For example, the terminal displays the second advertisement material at the second time, including: when the second time comes, the terminal acquires scene description data, which is used to indicate the application scene in which the terminal is currently located; when the scene description data is associated with the second advertisement material, the terminal displays the second advertisement material.

[0018] That is, when the terminal displays the downloaded second advertisement material, the terminal can intelligently display the advertisement material associated with the current application scene for the user according to the current application scene. In this way, the user can not only save the time of downloading the advertisement material, but also watch the advertisement with the best matching degree with the application scene at this time, thereby improving the success recommendation probability of the advertisement and the user experience when the user uses the APP.

[0019] In a second aspect, embodiments of the present application provide a terminal, including: an acquisition unit, configured to: acquire first advertisement information of a current to-be-played advertisement and predicted second advertisement information of a future to-be-played advertisement, the first advertisement information being used to indicate the characteristic attribute of the current to-be-played advertisement displayed on the terminal, and the second advertisement information being used to indicate the characteristic attribute of the future to-be-played advertisement displayed on the terminal; acquire first advertisement material of the current to-be-played advertisement according to the first advertisement information; acquire second advertisement material of the future to-be-played advertisement according to the second advertisement information; and a display unit, configured to: display the first advertisement material and the second advertisement material respectively.

[0020] In combination with the second aspect, in a possible implementation manner, the terminal further includes a sending unit, configured to: send an advertisement request of the current to-be-played advertisement to a server, the advertisement request being used to trigger the server to determine the first advertisement information corresponding to the current to-be-played advertisement and predict the second advertisement information corresponding to the future to-be-played advertisement; and the acquisition unit is further configured to: receive a response message sent by the server, the response message including the first advertisement information and the second advertisement information.

[0021] In combination with the second aspect and the possible implementation manner, in another possible implementation manner, the second advertisement information includes a download link of the second advertisement material; and the acquisition unit is specifically configured to: download the second advertisement material according to the download link of the second advertisement material when the terminal is in a Wi-Fi network.

[0022] In combination with the second aspect and the possible implementation manner, in another possible implementation manner, the first advertisement information includes a material identifier; and the acquisition unit is specifically configured to: search whether a target advertisement material corresponding to the material identifier is stored in the terminal; if the target advertisement material corresponding to the material identifier is stored, the target advertisement material is taken as the first advertisement material; and if the target advertisement material corresponding to the material identifier is not stored, the first advertisement material corresponding to the material identifier is acquired from the server.

[0023] With reference to the second aspect and the possible implementation manners above, in a possible implementation manner, the display unit is specifically configured to: display the first advertising material at a first time; and display the second advertising material at a second time, the second time being later than the first time.

[0024] With reference to the second aspect and the possible implementation manners above, in a possible implementation manner, the display unit is specifically configured to: display the second advertising material when the third advertising information obtained by the terminal contains the material identifier of the second advertising material.

[0025] With reference to the second aspect and the possible implementation manners above, in a possible implementation manner, the obtaining unit is further configured to: obtain scene description data when the second time arrives, the scene description data being used to indicate an application scene in which the terminal is currently located; and the display unit is specifically configured to: display the second advertising material when the scene description data is associated with the second advertising material.

[0026] In a third aspect, an embodiment of the present application provides a terminal, including: a processor, a memory, a bus and a communication interface; the memory is used to store computer execution instructions, the processor is connected with the memory through the bus, when the terminal is running, the processor executes the computer execution instructions stored in the memory, so that the terminal executes any one of the advertising display methods above.

[0027] In a fourth aspect, an embodiment of the present application provides a computer readable storage medium, the computer readable storage medium stores instructions, when the instructions are running on any one of the terminals above, the terminal executes any one of the advertising display methods above.

[0028] In a fifth aspect, an embodiment of the present application provides a computer program product containing instructions, when the instructions are running on any one of the terminals above, the terminal executes any one of the advertising display methods above.

[0029] In the embodiments of the present application, the name of the terminal does not constitute a limitation to the device itself, in actual implementation, these devices can appear in other names. As long as the functions of each device are similar to the embodiments of the present application, it belongs to the scope of the claims of the present application and equivalent technologies.

[0030] In addition, the technical effects brought by any one of the designs in the second aspect to the fifth aspect can refer to the technical effects brought by the different design methods in the first aspect, which will not be repeated here. BRIEF DESCRIPTION OF DRAWINGS

[0031] Figure 1 An interactive schematic diagram of the advertising display method in the prior art;

[0032] Figure 2 An architecture of an advertisement system provided for an embodiment of the present application Figure 1 ;

[0033] Figure 3 A structure of a mobile phone provided for an embodiment of the present application

[0034] Figure 4 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 1 ;

[0035] Figure 5 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 2 ;

[0036] Figure 6 An architecture of an advertisement system provided for an embodiment of the present application Figure 2 ;

[0037] Figure 7 A flowchart of an advertisement display method provided for an embodiment of the present application

[0038] Figure 8 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 3 ;

[0039] Figure 9 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 4 ;

[0040] Figure 10 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 5 ;

[0041] Figure 11 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 6 ;

[0042] Figure 12 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 7 ;

[0043] Figure 13 An application scenario of an advertisement display method provided for an embodiment of the present application Figure 8 ;

[0044] Figure 14 A structure of a terminal provided for an embodiment of the present application Figure 1 ;

[0045] Figure 15 A structure of a terminal provided for an embodiment of the present applicationFigure 2 . DETAILED DESCRIPTION

[0046] Hereinafter, the terms "first", "second", etc. are used only for the purpose of description, and should not be understood as indicating or implying relative importance or implying the number of the technical features indicated. Therefore, the features defined with "first", "second" can explicitly or implicitly include one or more of the features. In the description of the embodiments of the present application, unless otherwise specified, the meaning of "a plurality of" is two or more.

[0047] Embodiments of the present application provide an advertisement display method, which can be applied to Figure 2 The system includes a terminal 11 and at least one server 12 (for example, an advertisement server).

[0048] Among them, the server 12 maintains an advertisement resource pool, which stores the advertisement materials (for example, the materials such as text, pictures, videos and sounds appearing in the advertisement) and advertisement information (for example, the advertisement type and the link address of the advertisement material) uploaded by each advertiser.

[0049] Then, the terminal 11 may trigger the terminal 11 to request the corresponding advertisement material from the server 12 in the process of running a certain APP. For example, in the process of the user watching the video using the video application, when it is detected that the user triggers the pause button, the terminal 11 can send an advertisement request to the server 12, so that the server 12 returns the advertisement information corresponding to the current advertisement request to the terminal 11. In this way, the terminal 11 can obtain the corresponding advertisement material in the advertisement resource pool of the server 12 according to the above-mentioned advertisement information, and display the obtained advertisement material on the current video pause interface.

[0050] Among them, the above-mentioned advertisement information refers to the description parameter used to indicate the characteristic attribute of the to-be-played advertisement, for example, the ID, name, advertisement type and link address of the advertisement material, etc., which is not limited by the embodiments of the present application.

[0051] Correspondingly, the above-mentioned advertisement material refers to the specific advertisement content displayed on the display interface of the terminal 11, for example, the text, pictures, videos and sounds appearing in the advertisement, etc., which is also not limited by the embodiments of the present application.

[0052] In the embodiment of the present application, when the terminal 11 needs to display the current to-be-played advertisement in the display interface, the terminal 11 can obtain the advertisement information of the current to-be-played advertisement (i.e., the first advertisement information) and the advertisement information of the future to-be-played advertisement predicted by the server 12 (i.e., the second advertisement information) from the server 12 at one time. Then, the terminal 11 can further obtain the advertisement material of the current to-be-played advertisement (i.e., the first advertisement material) according to the first advertisement information, and display the first advertisement material in the current display interface, thereby completing the display process of the current to-be-played advertisement.

[0053] In addition, the terminal 11 can further obtain the advertisement material of the future to-be-played advertisement (i.e., the second advertisement material) according to the second advertisement information. In this way, when the terminal 11 needs to display the future to-be-played advertisement at a future time, the terminal 11 can directly output the obtained second advertisement material to the display interface for display, thereby saving the time for the terminal 11 to download the second advertisement material from the server 12. In this way, the user does not need to spend a lot of time waiting for the terminal 11 to download the advertisement material during the use of the APP, thereby improving the success rate of advertisement recommendation and the user experience when using the APP.

[0054] In a specific implementation, the terminal 11 can be a desktop, a laptop, a tablet computer, a handheld computer, a mobile phone, a notebook computer, an ultra-mobile personal computer (UMPC), a netbook, a cellular phone, a personal digital assistant (PDA), a dedicated media player, a consumer electronic device, a wearable device, an AR (augmented reality) \ VR (virtual reality) device, and the like.

[0055] As shown in FIG. 1, Figure 3 In the embodiment of the present application, the terminal 11 is taken as a mobile phone as an example. It should be understood that, Figure 3 The mobile phone 100 shown in FIG. 1 is only an example of the terminal, and the mobile phone 100 can have more or fewer components than those shown in the figure, can combine two or more components, or can have a different component configuration.

[0056] As shown in FIG. 1, Figure 3 The mobile phone 100 can specifically include a processor 101, a radio frequency (RF) circuit 102, a memory 103, a touch screen 104, a Bluetooth device 105, one or more sensors 106, a Wi-Fi device 107, a positioning device 108, an audio circuit 109, a peripheral interface 110, and a power supply system 111, and the like. These components can be connected through one or more communication buses or signal lines (not shown in the figure). Figure 3The skilled person will understand that Figure 3 The hardware structure shown in the figure is not intended to limit the mobile phone, and the mobile phone 100 can include more or fewer components than shown, or combine certain components, or different component arrangements.

[0057] The following will be described in detail Figure 3 The various components of the mobile phone 100 will be described in detail:

[0058] The processor 101 is the control center of the mobile phone 100, which connects various parts of the mobile phone 100 through various interfaces and lines, and performs various functions and processes data of the mobile phone 100 by running or executing application programs (hereinafter referred to as Apps) stored in the memory 103 and calling data stored in the memory 103. In some embodiments, the processor 101 can include one or more processing units; for example, the processor 101 can be a Kirin 960 chip manufactured by Huawei Technologies Co., Ltd.

[0059] The radio frequency circuit 102 can be used for receiving and sending wireless signals in the process of transmitting information or calling. In particular, the radio frequency circuit 102 can receive the downlink data of the base station and process it for the processor 101; in addition, it can send the data related to the uplink to the base station. Generally, the radio frequency circuit includes but is not limited to an antenna, at least one amplifier, a transceiver, a coupler, a low-noise amplifier, a duplexer, etc. In addition, the radio frequency circuit 102 can also communicate with other devices through wireless communication. The wireless communication can use any communication standard or protocol, including but not limited to Global System for Mobile Communication, General Packet Radio Service, Code Division Multiple Access, Wideband Code Division Multiple Access, Long Term Evolution, Email, Short Message Service, etc.

[0060] The memory 103 is used to store application programs and data, and the processor 101 executes various functions and data processing of the mobile phone 100 by running the application programs and data stored in the memory 103. The memory 103 mainly includes a program storage area and a data storage area, wherein the program storage area can store an operating system, at least one application program required by a function (such as a sound playing function, an image playing function, etc.); the data storage area can store data created when using the mobile phone 100 (such as audio data, a phone book, etc.). In addition, the memory 103 can include a high-speed random access memory, and can also include a non-volatile memory, such as a magnetic disk storage device, a flash memory device, or other volatile solid-state memory device, etc. The memory 103 can store various operating systems, such as the iOS operating system developed by Apple Inc., the Android operating system developed by Google Inc., etc.

[0061] The touchscreen 104 may include a touchpad 104-1 and a display 104-2. The touchpad 104-1 can collect touch events from the user of the mobile phone 100 on or near it (such as user actions using a finger, stylus, or any suitable object on or near the touchpad 104-1), and send the collected touch information to other devices such as the processor 101. Although in Figure 4 In this embodiment, the touchpad 104-1 and the display screen 104-2 are two independent components for implementing the input and output functions of the mobile phone 100. However, in some embodiments, the touchpad 104-1 and the display screen 104-2 can be integrated to achieve the input and output functions of the mobile phone 100. It is understood that the touchscreen 104 is composed of multiple layers of stacked materials. In this embodiment, only the touchpad (layer) and the display screen (layer) are shown; other layers are not described. Furthermore, in other embodiments of this application, the touchpad 104-1 can cover the display screen 104-2, and the size of the touchpad 104-1 is larger than the size of the display screen 104-2, so that the display screen 104-2 completely covers the touchpad 104-1. Alternatively, the touchpad 104-1 can be configured as a full-screen panel on the front of the mobile phone 100, meaning that all touches made by the user on the front of the mobile phone 100 can be sensed by the phone, thus achieving a full touch experience on the front of the mobile phone. In some other embodiments, the touchpad 104-1 is configured as a full-screen panel on the front of the phone 100, and the display screen 104-2 can also be configured as a full-screen panel on the front of the phone 100, thus achieving a borderless structure on the front of the phone.

[0062] In this embodiment, the mobile phone 100 may also have a fingerprint recognition function. For example, a fingerprint reader 112 may be configured on the back of the mobile phone 100 (e.g., below the rear camera) or on the front of the mobile phone 100 (e.g., below the touchscreen 104). Alternatively, the fingerprint acquisition device 112 may be configured within the touchscreen 104 to implement the fingerprint recognition function; that is, the fingerprint acquisition device 112 may be integrated with the touchscreen 104 to achieve the fingerprint recognition function of the mobile phone 100. In this case, the fingerprint acquisition device 112 is configured within the touchscreen 104, and may be part of the touchscreen 104 or configured in other ways within the touchscreen 104. The main component of the fingerprint acquisition device 112 in this embodiment is a fingerprint sensor, which may employ any type of sensing technology, including but not limited to optical, capacitive, piezoelectric, or ultrasonic sensing technologies.

[0063] In the embodiments of the present application, the mobile phone 100 can further comprise a Bluetooth device 105 for realizing data exchange between the mobile phone 100 and other short-distance terminals (such as mobile phones, smart watches, etc.). The Bluetooth device in the embodiments of the present application can be an integrated circuit or a Bluetooth chip, etc.

[0064] The Wi-Fi device 107 is used for providing network access for the mobile phone 100 according to a Wi-Fi related standard protocol. The mobile phone 100 can access a Wi-Fi access point through the Wi-Fi device 107, thereby helping the user to send and receive emails, browse web pages, access streaming media, etc. The Wi-Fi device 107 provides the user with wireless broadband Internet access. In some other embodiments, the Wi-Fi device 107 can also serve as a Wi-Fi wireless access point, and can provide Wi-Fi network access for other terminals.

[0065] The mobile phone 100 can further comprise at least one sensor 106, such as a light sensor, a motion sensor, and other sensors. Specifically, the light sensor can comprise an ambient light sensor and a proximity sensor. The ambient light sensor can adjust the brightness of the display of the touch screen 104 according to the brightness of ambient light, and the proximity sensor can turn off the power of the display when the mobile phone 100 is moved to the ear. As one of the motion sensors, the accelerometer sensor can detect the size of acceleration in each direction (generally three axes), and can detect the size and direction of gravity when at rest, and can be used for identifying the posture of the mobile phone (such as switching between horizontal and vertical screens, related games, magnetometer posture calibration), vibration recognition related functions (such as pedometer, knocking), etc. As for other sensors that can be configured in the mobile phone 100, such as a gyroscope, a barometer, a hygrometer, a thermometer, an infrared sensor, etc., they will not be described here.

[0066] A positioning device 108 is configured to provide a geographical position for the mobile phone 100. It is appreciated that the positioning device 108 can be a receiver of a Global Positioning System (GPS) or a BeiDou Navigation Satellite System, a Russian GLONASS, etc. After receiving the geographical position from the above-mentioned positioning system, the positioning device 108 sends the information to the processor 101 for processing or to the memory 103 for storage. In some other embodiments, the positioning device 108 can also be a receiver of an Assisted Global Positioning System (AGPS), which is a system that assists the positioning device 108 in completing the ranging and positioning service by acting as an assistance server. In this case, the assistance positioning server provides positioning assistance by communicating with the positioning device 108 (i.e. the GPS receiver) of the terminal such as the mobile phone 100 through a wireless communication network. In some other embodiments, the positioning device 108 can also be a positioning technology based on Wi-Fi access points. Since each Wi-Fi access point has a globally unique MAC address, the terminal can scan and collect the broadcast signals of the surrounding Wi-Fi access points when the Wi-Fi is turned on, and thus the MAC address broadcasted by the Wi-Fi access points can be obtained. The terminal sends the data (e.g. the MAC address) capable of indicating the Wi-Fi access points to a location server through a wireless communication network, and the location server retrieves the geographical position of each Wi-Fi access point and calculates the geographical position of the terminal based on the strength of the Wi-Fi broadcast signals and sends the geographical position to the positioning device 108 of the terminal.

[0067] The audio circuit 109, the speaker 113 and the microphone 114 can provide an audio interface between the user and the mobile phone 100. The audio circuit 109 can convert the received audio data into an electrical signal and transmit the electrical signal to the speaker 113, which converts the electrical signal into a sound signal and outputs the sound signal. On the other hand, the microphone 114 converts the collected sound signal into an electrical signal, which is received by the audio circuit 109 and converted into audio data. The audio data is then output to the RF circuit 102 for transmission to another mobile phone, for example, or to the memory 103 for further processing.

[0068] The peripheral interface 110 is configured to provide various interfaces for external input / output devices (e.g. a keyboard, a mouse, an external display, an external memory, a subscriber identification module card, etc.). For example, the peripheral interface 110 can be connected to a mouse through a Universal Serial Bus (USB) interface and to a subscriber identification module card (SIM) provided by a telecom operator through metal contacts on a SIM card slot. The peripheral interface 110 can be used to couple the above-mentioned external input / output peripheral devices to the processor 101 and the memory 103.

[0069] The mobile phone 100 can further include a power supply device 111 (such as a battery and a power management chip) for supplying power to various components. The battery can be logically connected to the processor 101 through the power management chip, so that the power supply device 111 can realize functions such as charging management, discharging management, and power consumption management.

[0070] Although Figure 5 Not shown, the mobile phone 100 can further include a camera (front camera and / or rear camera), a flash, a micro projection device, a near field communication (NFC) device, and the like, which will not be described here.

[0071] The advertisement display method provided by the embodiments of the present application will be specifically introduced below in combination with the accompanying drawings.

[0072] In some embodiments of the present application, when the terminal 11 detects that the user starts a certain App or enters a specified interface of a certain App, it can be considered that the terminal 11 has a demand to display an advertisement at this time. For example, Figure 6 As shown, when it is detected that the user clicks the icon of the player application in the desktop, the terminal 11 can call the application programming interface (API) of the player application to start the player application, and the terminal 11 can also send an advertisement request for requesting the advertisement to be played this time to the server 12.

[0073] As Figure 7 shown, the advertisement display method provided by the embodiments of the present application includes steps 201-202 as follows.

[0074] 201. The terminal 11 sends an advertisement request for the advertisement to be played this time to the server 12.

[0075] 202. The server 12 returns a response message of the above advertisement request to the terminal 11, and the response message includes first advertisement information of the advertisement to be played this time and second advertisement information of the advertisement to be played in the future, wherein the second advertisement information is the advertisement information to be played in the future obtained by the server 12.

[0076] In step 201, the terminal 11 can send the above advertisement request to the server 12 based on a network protocol such as hypertext transfer protocol (HTTP), HTTP channel with security target (HTTPS), file transfer protocol (FTP), or secure file transfer protocol (SFTP).

[0077] For example, when the user opens the client A installed in the terminal 11, the client A can trigger the call of the advertisement software development kit (SDK) to send an advertisement request to the advertisement server through the JavaScript object notation (JSON) message format in HTTP.

[0078] The advertisement request can carry the application package name (pkgname) of the current APP, the slot ID (slotid), the requested advertisement type (adtype), and other parameters, so that the server receiving the advertisement request can determine the advertisement information matched with the advertisement request.

[0079] The slot ID is used to uniquely represent the specific position of the current APP for displaying the advertisement to be played this time. The requested advertisement type can include banner, splash, native, and other types. For example, the advertisement type of banner is represented by 0, the advertisement type of splash is represented by 1, and the advertisement type of native is represented by 2.

[0080] Further, the advertisement request can further include the slot width (width) and the slot height (height), wherein the slot width and the slot height are generally less than the width and the height of the screen of the terminal 11.

[0081] In addition, the advertisement request can further include the device information of the terminal 11, such as the device type (devicetype) of the terminal 11, the version (version) of the operating system in the terminal 11, the device manufacturer (maker) to which the terminal 11 belongs, the device model (model) of the terminal 11, the language (language) of the operating system used by the terminal 11, the international mobile equipment identity code (IMEI), the mobile equipment identification code (MEID), the electronic serial number (ESN), or the android ID (the unique identification code of the Android device) of the terminal 11, and the media access control (MAC) address of the terminal 11.

[0082] For example, the terminal 11 sends the advertisement request to the server 12 as follows:

[0083]

[0084] In some embodiments of the present application, the advertisement request can further include the user behavior data recorded by the terminal 11. For example, the user's favorite song type, the user's work and rest habits, and the like, so that the server 12 can determine the advertisement information according to the user behavior based on the advertisement request.

[0085] When the server 12 receives the advertisement request, the server 12 can compare each parameter carried in the advertisement request with the advertisement information uploaded by the advertisers in the advertisement resource pool one by one, and take the advertisement information meeting the parameters in the advertisement request as the first advertisement information of the advertisement to be played this time.

[0086] Additionally, in the embodiments of the present application, when the server 12 receives the above-mentioned advertisement request, the server 12 can further predict future to-be-played advertisements that are likely to be displayed on the terminal 11 in the future.

[0087] In some embodiments of the present application, the server 12 can predict future to-be-played advertisements that are likely to be displayed on the terminal 11 in the future according to the device information related to the device of the terminal 11 carried in the above-mentioned advertisement request.

[0088] For example, the device manufacturer carried in the above-mentioned advertisement request is Huawei, and then the server 12 can take one or more advertisements related to Huawei in the advertisement resource pool as the above-mentioned future to-be-played advertisements. For example, the advertisement of a new mobile phone released by Huawei is taken as the above-mentioned future to-be-played advertisements.

[0089] In some embodiments of the present application, the server 12 can predict future to-be-played advertisements that are likely to be displayed on the terminal 11 in the future according to the device information related to the device of the terminal 11 carried in the above-mentioned advertisement request.

[0090] For example, the application package name carried in the above-mentioned advertisement request is the package name of a game APP, and then the server 12 can take the advertisements of game APPs similar to the above-mentioned game APP type in the advertisement resource pool as the above-mentioned future to-be-played advertisements.

[0091] For another example, after the user starts a video application A on the terminal 11, the terminal 11 generates an advertisement request carrying the package name of the application A, and the terminal 11 sends the above-mentioned advertisement request to the server 12. After receiving the above-mentioned advertisement request, the server 12 can determine that the application A is a video type application according to the package name of the application A, and then the server 12 can find advertisements corresponding to the video type application in the advertisement resource pool as the above-mentioned future to-be-played advertisements, for example, the advertisement of a currently popular drama. When the user starts a music type application B on the terminal 11, the terminal 11 generates an advertisement request carrying the package name of the application B, and sends the above-mentioned advertisement request to the server 12. After receiving the above-mentioned advertisement request, the server 12 can determine that the application B is a music type application according to the package name of the application B, and then the server 12 can find advertisements corresponding to the music type application in the advertisement resource pool as the above-mentioned future to-be-played advertisements, for example, the advertisement of a certain earphone brand.

[0092] In some embodiments of the present application, the server 12 can predict future to-be-played advertisements that are likely to be displayed on the terminal 11 in the future according to the device information related to the device of the terminal 11 carried in the above-mentioned advertisement request.

[0093] For example, the user behavior data can be the search record of the user. The server 12 can determine the target information recently concerned by the user, such as a car, a certain brand of clothing, or a food that the user likes, according to the search record of the user. In this way, the server 12 can select, as the future to-be-played advertisement, an advertisement associated with the target information from the advertisement resource pool.

[0094] For another example, the user behavior data can also be the song playing record of the user when using a certain music APP. When the user starts the music APP on the terminal 11, the terminal 11 can generate an advertisement request carrying the song playing record, and send the advertisement request to the server 12. In this way, the server 12 can determine the user preference, such as the music type and / or the favorite singer of the user, according to the song playing record carried in the advertisement request. Then, the server 12 can search for an advertisement corresponding to the user preference from the advertisement resource pool as the future to-be-played advertisement, such as an advertisement of a concert of a certain singer.

[0095] It can be seen that in the embodiment of the application, the terminal 11 can carry at least one of the user behavior data, the device information of the terminal 11, and the application package name of the application currently triggering the advertisement request when sending the advertisement request to the server 12. In this way, the server 12 can determine the future to-be-played advertisement with a high probability of being played on the terminal 11 and a high demand of the user in the future, thereby improving the success rate of advertisement recommendation and the user experience when the user uses the APP.

[0096] In a possible design, as shown in FIG. 13, the advertisement system provided by the embodiment of the application can further include an advertisement prediction apparatus 13. The advertisement prediction apparatus 13 can be connected to the server 12 in the form of a separate entity device, or can be integrated in the server 12 in the form of a functional module. The embodiment of the application does not make any limitation in this regard. Figure 8

[0097] When the server 12 receives the advertisement request sent by the terminal 11, the server 12 can further predict the future to-be-played advertisement that is likely to be displayed on the terminal 11 by interacting with the advertisement prediction apparatus 13.

[0098] ​Exemplarily, the advertisement prediction device 13 can pre-establish an advertisement prediction model by using a big data mining tool according to historical advertisement data exhibited on different terminals. In this way, when the server 12 receives the advertisement request sent by the terminal 11, the server 12 can send the advertisement request to the advertisement prediction model, and the advertisement prediction model can predict one or more future to-be-played advertisements that are likely to be exhibited on the terminal 11 in the future according to the application information and other related parameters carried in the advertisement request from the advertisement resource pool, and feed back the advertisement information of the predicted future to-be-played advertisements (i.e., the second advertisement information) to the server 12.

[0099] In this way, in step 202, the server 12 sends the first advertisement information of the current to-be-played advertisement and the second advertisement information of the future to-be-played advertisement that is likely to be exhibited on the terminal 11 in the future determined in step 201 to the terminal 11 as a response message of the advertisement request.

[0100] Similarly to the message format of the advertisement request, the response message sent by the server 12 can also use the JSON message format.

[0101] Exemplarily, the response message can include the return value (retcode) of the response message, the first advertisement information (adinfo) of the current to-be-played advertisement, and the second advertisement information (preadinfo) of the future to-be-played advertisement. When the first advertisement information or the second advertisement information matching the advertisement request cannot be successfully found, the response message can also include the error reason (reason) of the response failure.

[0102] The advertisement information (the first advertisement information and / or the second advertisement information) can include the slot ID (slotid) corresponding to the advertisement request, the creative type (creativetype) of the advertisement, the material ID (contentid) of the advertisement material, and the like. The creative type of the advertisement can include a text advertisement, a picture advertisement, a picture-text advertisement, a GIF (Graphics Interchange Format) advertisement, and the like.

[0103] Further, the advertisement information (the first advertisement information and / or the second advertisement information) can also include the download link (html) of the advertisement material, the summary value (sha256) of the advertisement material, the interaction type (interactiontype) of the advertisement, and the like. The interaction type of the advertisement can include no reaction after the user clicks, opening a related web page after the user clicks, downloading an application after the user clicks, and entering an application after the user clicks.

[0104] Exemplarily, the response message sent by the server 12 to the terminal 11 is as follows:

[0105]

[0106] It can be seen that through the above steps 201-202, the terminal 11 predicts the second advertising information of the future to-be-played advertisements that can be displayed on the terminal 11 in the future in addition to determining the first advertising information of the current to-be-displayed advertisements by the server 12 for the terminal 11 each time the terminal 11 sends an advertising request to the server 12. In this way, the terminal 11 can obtain the advertising information of the future to-be-played advertisements in advance without increasing the number of interactions between the terminal 11 and the server 12, so that the terminal 11 can download the advertising materials of the future to-be-played advertisements in advance according to the advertising information, thereby avoiding the user waiting time caused by real-time downloading of the advertising materials when the advertisements need to be played.

[0107] In addition, since the SQLite occupies very low resources, a SQLite dedicated for storing advertising information can be set in the terminal 11, and when the terminal 11 obtains the first advertising information and the second advertising information, the first advertising information and the second advertising information can be stored in the SQLite, so that the terminal 11 can subsequently obtain the corresponding advertising information from the SQLite and obtain the advertising materials corresponding to the advertising information according to the advertising information.

[0108] In some embodiments of the present application, after the terminal 11 obtains the response message sent by the server 12, the terminal 11 can continue to perform the following steps 203-205, as shown in FIG. 2B. Figure 9

[0109] 203. The terminal 11 determines whether the first advertising material corresponding to the first advertising information is stored in the local.

[0110] Specifically, since the first advertising information carries the material ID of the first advertising material corresponding to the first advertising information, the terminal 11 can search whether there is a material ID identical to the material ID in the first advertising information in the advertising materials stored in the local.

[0111] If yes, it is determined that the first advertising material corresponding to the first advertising information is stored in the local, and the terminal 11 can continue to perform the following step 205; otherwise, it is determined that the first advertising material corresponding to the first advertising information is not stored in the local, and the terminal 11 can continue to perform the following steps 204-205.

[0112] 204. The terminal 11 obtains the first advertising material corresponding to the first advertising information from the server 12.

[0113] 205. The terminal 11 displays the first advertising material in the display interface thereof.

[0114] ​In step 204, if the first advertising material corresponding to the first advertising information is not stored in the local, the terminal 11 can download the first advertising material corresponding to the first advertising information from the advertising resource pool of the server 12 according to the download link carried in the first advertising information. Further, as shown in step 205, the terminal 11 displays the first advertising material in the display interface thereof to complete the playing process of the current to-be-played advertising. Figure 10

[0115] Correspondingly, if the first advertising material corresponding to the first advertising information is stored in the local, the terminal 11 can directly execute step 205, i.e., display the first advertising material in the display interface of the terminal 11 to complete the playing process of the current to-be-played advertising. At this time, the terminal 11 does not need to download the first advertising material corresponding to the first advertising information from the advertising resource pool in the process of playing the current to-be-played advertising, so that the user does not need to spend a lot of time waiting for the downloading process of the advertising material in the process of using the APP, thereby improving the success recommendation probability of the advertising and the user experience when using the APP.

[0116] In some embodiments of the present application, after the terminal 11 obtains the response message sent by the server 12, the terminal 11 can continue to execute steps 206-208 as shown in Figure 10

[0117] 206. The terminal 11 requests the second advertising material corresponding to the second advertising information from the server 12 according to the second advertising information.

[0118] 207. The terminal 11 receives the second advertising material sent by the server 12.

[0119] Specifically, since the second advertising information carries the download link of the second advertising material corresponding to the second advertising information, the terminal 11 can download the second advertising material in the advertising resource pool of the server 12 according to the download link.

[0120] For example, when the terminal 11 is in the Wi-Fi network, the terminal 11 can be triggered to download the second advertising material in the background according to the download link in the second advertising information, so as to reduce the additional traffic cost of the user when the terminal 11 downloads the advertising material in the mobile network.

[0121] ​​Further, after the terminal 11 downloads the second advertisement material, the terminal 11 can re-calculate the digest value (sha256) of the second advertisement material, and then compare the re-calculated digest value with the digest value of the second advertisement material carried in the second advertisement information. When the two values are the same, it indicates that the second advertisement material has not been tampered with during the downloading process; when the two values are different, it indicates that the second advertisement material has been tampered with during the downloading process. At this time, the terminal 11 can delete the downloaded second advertisement material, and send an alarm message to the server 12 to prompt the server 12 to handle the malicious tampering behavior in a timely manner.

[0122] 208. The terminal 11 displays the second advertisement material in the display interface of the terminal 11.

[0123] In step 205, the first time at which the terminal 11 displays the first advertisement material in the display interface of the terminal 11 is earlier than the second time at which the terminal 11 displays the second advertisement material in the display interface of the terminal 11 in step 208.

[0124] That is, the terminal 11 displays the first advertisement material at a time earlier than the time at which the terminal 11 displays the second advertisement material. For example, the terminal 11 obtains the first advertisement material according to the obtained first advertisement information and displays the first advertisement material in the current display interface when the video application A is started. During the process of playing a video using the video application A, the terminal 11 can download the second advertisement material of the future to-be-played advertisement according to the second advertisement information. Subsequently, when the terminal 11 detects a pause operation triggered by the user, the terminal 11 can display the downloaded second advertisement material in the current pause interface. For another example, the terminal 11 can display the obtained first advertisement material in the current display interface when the application A is started. During the process of running the application A, the terminal 11 can download the second advertisement material of the future to-be-played advertisement according to the second advertisement information. Subsequently, when the terminal 11 starts the application B, the terminal 11 can display the downloaded second advertisement material in the current display interface. The embodiments of the present application do not make any limitation in this regard.

[0125] In a possible design method, after the terminal 11 downloads the second advertisement material, the terminal 11 can first save the second advertisement material locally. For example, because the size of the advertisement material is usually large, the terminal 11 can store the second advertisement material in the form of a file locally, so as to improve the reading speed of the terminal 11 when reading the advertisement material.

[0126] In this way, when the user triggers an advertisement request on the terminal 11 again in the future, if the advertisement information of the current to-be-played advertisement returned by the server 12 to the terminal 11 carries the material identifier of the second advertisement material, it indicates that the current to-be-played advertisement at this time is the second advertisement material. Then, the terminal 11 can output the saved second advertisement material to the display interface of the terminal 11 for display.

[0127] In this way, during playing the current to-be-played advertisement, the terminal 11 does not need to download the second advertisement material from the advertisement resource pool, so that the user does not need to spend a lot of time waiting for the downloading process of the advertisement material during using the APP, thereby improving the success recommendation probability of the advertisement and the user experience during using the APP.

[0128] In another possible design method, when the terminal 11 has downloaded the second advertisement material, if the user triggers the demand for advertisement display again in the future during using the APP. For example, as shown in FIG. 8, when the terminal 11 detects that the user clicks the pause button during playing the video A, the terminal 11 triggers to display the new advertisement material in the current display interface. At this time, the terminal 11 can output the locally stored second advertisement material to the display interface of the terminal 11 for display. Figure 11

[0129] For example, as shown in FIG. 9, when the terminal 11 displays the second advertisement material, the terminal 11 can prompt the user in the form of text or other forms that the currently displayed second advertisement material is downloaded in advance in the WIFI environment, so that the user does not need to worry about additional traffic cost during displaying the second advertisement material, thereby improving the user experience during using the video APP. Figure 11

[0130] In some embodiments of the present application, if there are multiple second advertisement materials stored locally, the terminal 11 can randomly select one second advertisement material from the multiple second advertisement materials to display in the current display interface.

[0131] Alternatively, the terminal 11 can further acquire the scene description data at this time, which is used to indicate the application scenario in which the terminal 11 is currently located. In this way, the terminal 11 can select the second advertisement material associated with the scene description data from the multiple second advertisement materials to display, so as to improve the success recommendation probability of the advertisement.

[0132] For example, the scene description data can specifically include the program type of the current application playing. As shown in FIG. 10, four second advertisement materials of different types are downloaded in advance in the terminal. When the terminal 11 plays the food program, if it is detected that the user clicks the pause button, at this time, the terminal 11 acquires the program type of the current application playing, as shown in FIG. 11, the food program is playing in the running video application. Then, the terminal 11 can search the second advertisement material associated with the food from the pre-stored second advertisement materials, for example, the advertisement material of the food advertisement in FIG. 12. Further, the terminal 11 displays the advertisement material associated with the food in the current display interface. Figure 11 Figure 12 Figure 12 ​​​​​

[0133] Alternatively, the scenario description data can further include the content of the current display interface of the terminal 11. For example, the terminal 11 is playing a TV series B through a video application, as shown in (a) of FIG. 13, when the terminal 11 detects that the user clicks the pause button at the 5th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface, for example, the current playing is a picture of eating. Then, as shown in (a) of FIG. 13, the terminal 11 can find the second advertisement material associated with food from the pre-stored second advertisement material, and then display the second advertisement material associated with food in the current display interface. Subsequently, as shown in (b) of FIG. 13, the terminal 11 detects that the user clicks the pause button again at the 20th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface again, for example, the current playing is a picture of the TV series protagonist shopping. Then, as shown in (b) of FIG. 13, the terminal 11 can find the second advertisement material associated with shopping from the pre-stored second advertisement material, and then display the second advertisement material associated with shopping (for example, a clothing advertisement) in the current display interface. Figure 12 Figure 12 Alternatively, the scenario description data can further include the content of the current display interface of the terminal 11. For example, the terminal 11 is playing a TV series B through a video application, as shown in (a) of FIG. 13, when the terminal 11 detects that the user clicks the pause button at the 5th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface, for example, the current playing is a picture of eating. Then, as shown in (a) of FIG. 13, the terminal 11 can find the second advertisement material associated with food from the pre-stored second advertisement material, and then display the second advertisement material associated with food in the current display interface. Subsequently, as shown in (b) of FIG. 13, the terminal 11 detects that the user clicks the pause button again at the 20th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface again, for example, the current playing is a picture of the TV series protagonist shopping. Then, as shown in (b) of FIG. 13, the terminal 11 can find the second advertisement material associated with shopping from the pre-stored second advertisement material, and then display the second advertisement material associated with shopping (for example, a clothing advertisement) in the current display interface. Figure 13 Figure 13 Alternatively, the scenario description data can further include the content of the current display interface of the terminal 11. For example, the terminal 11 is playing a TV series B through a video application, as shown in (a) of FIG. 13, when the terminal 11 detects that the user clicks the pause button at the 5th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface, for example, the current playing is a picture of eating. Then, as shown in (a) of FIG. 13, the terminal 11 can find the second advertisement material associated with food from the pre-stored second advertisement material, and then display the second advertisement material associated with food in the current display interface. Subsequently, as shown in (b) of FIG. 13, the terminal 11 detects that the user clicks the pause button again at the 20th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface again, for example, the current playing is a picture of the TV series protagonist shopping. Then, as shown in (b) of FIG. 13, the terminal 11 can find the second advertisement material associated with shopping from the pre-stored second advertisement material, and then display the second advertisement material associated with shopping (for example, a clothing advertisement) in the current display interface.

[0134] Alternatively, the scenario description data can further include the content of the current display interface of the terminal 11. For example, the terminal 11 is playing a TV series B through a video application, as shown in (a) of FIG. 13, when the terminal 11 detects that the user clicks the pause button at the 5th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface, for example, the current playing is a picture of eating. Then, as shown in (a) of FIG. 13, the terminal 11 can find the second advertisement material associated with food from the pre-stored second advertisement material, and then display the second advertisement material associated with food in the current display interface. Subsequently, as shown in (b) of FIG. 13, the terminal 11 detects that the user clicks the pause button again at the 20th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface again, for example, the current playing is a picture of the TV series protagonist shopping. Then, as shown in (b) of FIG. 13, the terminal 11 can find the second advertisement material associated with shopping from the pre-stored second advertisement material, and then display the second advertisement material associated with shopping (for example, a clothing advertisement) in the current display interface. Figure 14 Figure 15 Alternatively, the scenario description data can further include the content of the current display interface of the terminal 11. For example, the terminal 11 is playing a TV series B through a video application, as shown in (a) of FIG. 13, when the terminal 11 detects that the user clicks the pause button at the 5th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface, for example, the current playing is a picture of eating. Then, as shown in (a) of FIG. 13, the terminal 11 can find the second advertisement material associated with food from the pre-stored second advertisement material, and then display the second advertisement material associated with food in the current display interface. Subsequently, as shown in (b) of FIG. 13, the terminal 11 detects that the user clicks the pause button again at the 20th minute, at this time, the terminal 11 is triggered to acquire the content of the current display interface again, for example, the current playing is a picture of the TV series protagonist shopping. Then, as shown in (b) of FIG. 13, the terminal 11 can find the second advertisement material associated with shopping from the pre-stored second advertisement material, and then display the second advertisement material associated with shopping (for example, a clothing advertisement) in the current display interface.

[0135] ​​​As can be seen from the above embodiments, when the terminal 11 displays the downloaded second advertisement material, the terminal 11 can intelligently display the advertisement material associated with the current application scenario for the user according to the current application scenario. In this way, the user can not only save the time for downloading the advertisement material, but also watch the advertisement with the best matching degree with the current application scenario, thereby improving the success recommendation probability of the advertisement and the user experience when the user uses the APP.

[0136] It should be noted that the above embodiments are exemplarily described in the manner that the server 12 carries the first advertisement information of the current to-be-displayed advertisement and the second advertisement information of the future to-be-played advertisement determined for the terminal 11 in the response message. It can be understood that in another embodiment of the present application, the server 12 predicts the second advertisement information of the future to-be-played advertisement that may be displayed on the terminal 11 in the future, and the process of sending the above second advertisement information to the terminal 11 can also be performed by the server 11 alone.

[0137] For example, when it is detected that the terminal 11 has a demand for displaying the advertisement, the terminal 11 can send an advertisement request to the server 12, at this time, the server 12 can only determine the first advertisement information of the current to-be-played advertisement corresponding to the advertisement request for the terminal, so that the terminal 11 can obtain and display the first advertisement material of the current to-be-played advertisement according to the first advertisement information. In this implementation manner, the terminal 11 can additionally send a future to-be-played advertisement request for requesting the future to-be-played advertisement to the server 12 at regular or irregular intervals, at this time, the server 12 receiving the above future to-be-played advertisement request can further predict the future to-be-played advertisement that may be played for the terminal 11, and send the second advertisement information of the future to-be-played advertisement to the terminal 11, so that the terminal 11 can download the advertisement material of the future to-be-played advertisement in advance according to the second advertisement information before playing the future to-be-played advertisement, and the embodiments of the present application do not make any limitation in this regard.

[0138] It can be understood that the terminal and the like described above for realizing the above functions include the hardware structure and / or software module for executing the respective functions. Those skilled in the art should easily realize that the units and algorithm steps of the examples described in combination with the embodiments disclosed in the present text can be realized in the form of hardware or the combination of hardware and computer software. Whether a certain function is executed in the form of hardware or computer software driving hardware depends on the specific application and design constraints of the technical solution. The professional technicians can use different methods for each specific application to realize the described functions, but such implementation should not be considered beyond the scope of the embodiments of the present application.

[0139] The embodiments of the present application can divide the functional modules of the terminal and the like according to the above method examples. For example, the respective functional modules can be divided according to respective functions, or two or more functions can be integrated in one processing module. The integrated module can be realized in the form of hardware or in the form of a software functional module. It should be noted that the division of the modules in the embodiments of the present application is illustrative, and is merely a logical functional division. Actual implementation can have another division manner.

[0140] In the case of dividing the respective functional modules according to respective functions, Figure 3 A possible structural schematic diagram of the terminal 11 involved in the above embodiments is shown, which includes an acquisition unit 1101, a sending unit 1102, and a display unit 1103.

[0141] The acquisition unit 1101 is configured to acquire first advertisement information of a current to-be-played advertisement and predicted second advertisement information of a future to-be-played advertisement. The first advertisement information is used to indicate a characteristic attribute of the current to-be-played advertisement displayed on the terminal 11, and the second advertisement information is used to indicate a characteristic attribute of the future to-be-played advertisement displayed on the terminal 11. The acquisition unit 1101 is further configured to acquire first advertisement material of the current to-be-played advertisement according to the first advertisement information, and acquire second advertisement material of the future to-be-played advertisement according to the second advertisement information.

[0142] The display unit 1103 is configured to display the first advertisement material and the second advertisement material respectively.

[0143] Further, the sending unit 1102 is configured to send an advertisement request of the current to-be-played advertisement to a server. The advertisement request is used to trigger the server to determine the first advertisement information corresponding to the current to-be-played advertisement and to predict the second advertisement information corresponding to the future to-be-played advertisement.

[0144] The acquisition unit 1101 is further configured to receive a response message sent by the server. The response message includes the first advertisement information and the second advertisement information.

[0145] Further, the second advertisement information includes a download link of the second advertisement material. The acquisition unit 1101 is specifically configured to download the second advertisement material according to the download link of the second advertisement material when the terminal 11 is in a Wi-Fi network.

[0146] Further, the first advertisement information comprises a material identifier; the obtaining unit 1101 is specifically configured to: search whether the terminal 11 stores a target advertisement material corresponding to the material identifier; if the terminal 11 stores the target advertisement material corresponding to the material identifier, the target advertisement material is taken as the first advertisement material; if the terminal 11 does not store the target advertisement material corresponding to the material identifier, the first advertisement material corresponding to the material identifier is obtained from a server.

[0147] Further, the display unit 1103 is specifically configured to: display the first advertisement material at a first time; and display the second advertisement material at a second time, the second time being later than the first time.

[0148] In a possible design method, the display unit 1103 is specifically configured to: when the third advertisement information obtained by the terminal 11 comprises a material identifier of the second advertisement material, display the second advertisement material.

[0149] In another possible design method, the obtaining unit 1101 is further configured to: when the second time comes, obtain scene description data, the scene description data being used to indicate an application scene currently located by the terminal 11; and the display unit 1103 is specifically configured to: when the scene description data is associated with the second advertisement material, display the second advertisement material.

[0150] Wherein, all related contents of each step involved in the method embodiments can be cited to the function description of the corresponding function module, and will not be repeated here.

[0151] In addition, in the case of using integrated units, ​ A possible structural diagram of the terminal 11 involved in the above embodiments is shown. The terminal 11 comprises a processing module 1302 and a communication module 1303. The processing module 1302 is configured to control and manage the actions of the terminal 11. The communication module 1303 is configured to support the communication between the terminal 11 and other network entities. The terminal 11 can further comprise a storage module 1301 configured to store the program code and data of the terminal 11.

[0152] The processing module 1302 can be a processor or a controller, for example, a Central Processing Unit (CPU), a general-purpose processor, a Digital Signal Processor (DSP), an Application-Specific Integrated Circuit (ASIC), a Field Programmable Gate Array (FPGA) or other programmable logic device, a transistor logic device, a hardware component, or any combination thereof. The processing module 1302 can implement or execute the various exemplary logical blocks, modules, and circuits described in connection with the disclosure. The processing module 1302 can also be a combination of components implementing computation functions, such as a combination of one or more microprocessors, a combination of a DSP and a microprocessor, and the like. The communication module 1303 can be a transceiver, a transceiver circuit, or a communication interface, and the like. The storage module 1301 can be a memory.

[0153] When the processing module 1302 is a processor, the communication module 1303 is an RF transceiver circuit, and the storage module 1301 is a memory, the terminal 11 provided by the embodiments of the present application can be a mobile phone 100 as shown in the figure. ​

[0154] In the above embodiments, all or part of the embodiments can be implemented by software, hardware, firmware, or any combination thereof. When implemented by software, all or part of the embodiments can be implemented in the form of a computer program product. The computer program product includes one or more computer instructions. When the computer program instructions are loaded and executed on a computer, all or part of the processes or functions described in the embodiments of the present application are generated. The computer can be a general-purpose computer, a special-purpose computer, a computer network, or other programmable devices. The computer instructions can be stored in a computer-readable storage medium or transferred from one computer-readable storage medium to another computer-readable storage medium, for example, the computer instructions can be transferred from one website, computer, server, or data center to another website, computer, server, or data center through wired (such as coaxial cable, optical fiber, digital subscriber line (DSL)) or wireless (such as infrared, wireless, microwave, etc.) mode. The computer-readable storage medium can be any available medium that can be accessed by a computer or a data storage device such as a server, data center, etc. that includes one or more available media sets. The available medium can be a magnetic medium (for example, a floppy disk, a hard disk, a magnetic tape), an optical medium (for example, a DVD), or a semiconductor medium (for example, a Solid State Disk (SSD)), etc.

[0155] ​The above merely provides the specific implementation of the present application, but the protection scope of the present application is not limited to this. Any change or replacement within the technical scope disclosed by the present application should be covered in the protection scope of the present application. Therefore, the protection scope of the present application should be subject to the protection scope of the claims.

Claims

1. An advertising display method characterized by, The method comprises the following steps: a terminal detects a first operation; in response to the first operation, the terminal sends a first advertisement request to a server; the terminal receives a first response message sent by the server, wherein the first response message comprises first advertisement information and second advertisement information; the first advertisement information is used to indicate the characteristic attribute of an advertisement to be played on the terminal this time, and the second advertisement information is used to indicate the characteristic attribute of an advertisement to be played on the terminal in the future; the terminal acquires first advertisement material of the advertisement to be played this time according to the first advertisement information; the terminal acquires second advertisement material of the advertisement to be played in the future according to the second advertisement information; and the terminal displays the first advertisement material at a first time point; the terminal detects a second operation; in response to the second operation, the terminal sends a second advertisement request to the server; the terminal receives a second response message sent by the server, wherein the second response message comprises the second advertisement information; the terminal displays second advertisement material at a second time point; wherein the second time point is later than the first time point.

2. The method of claim 1, wherein, The first operation is an operation of opening a first application or the first operation is an operation of pausing video playing.

3. The method of claim 1, wherein, The second operation is an operation of opening a first application or the second operation is an operation of pausing video playing.

4. The method of claim 1, wherein, The advertisement request comprises at least one of application information of an application currently running on the terminal, device information of the terminal, and user behavior data recorded by the terminal.

5. The method according to any one of claims 1 to 4, characterized in that, The second advertisement information comprises a download link of the second advertisement material. The terminal acquires the second advertisement material of the advertisement to be played in the future according to the second advertisement information, which comprises: when the terminal is in a wireless fidelity (Wi-Fi) network, the terminal downloads the second advertisement material according to the download link of the second advertisement material.

6. The method of claim 5, wherein, The first advertisement information comprises material identification. The terminal acquires the first advertisement material of the advertisement to be played this time according to the first advertisement information, which comprises: the terminal checks whether target advertisement material corresponding to the material identification is stored in the terminal; if the target advertisement material corresponding to the material identification is stored, the terminal takes the target advertisement material as the first advertisement material; if the target advertisement material corresponding to the material identification is not stored, the terminal acquires first advertisement material corresponding to the material identification from the server.

7. A terminal for presenting an advertisement, characterized by The method comprises the following steps: a terminal detects a first operation; in response to the first operation, the terminal sends a first advertisement request to a server; the terminal receives a first response message sent by the server, wherein the first response message comprises first advertisement information and second advertisement information; the first advertisement information is used to indicate the characteristic attribute of an advertisement to be played on the terminal this time, and the second advertisement information is used to indicate the characteristic attribute of an advertisement to be played on the terminal in the future; the terminal acquires first advertisement material of the advertisement to be played this time according to the first advertisement information; The terminal acquires second advertisement material of the future to-be-played advertisement according to the second advertisement information; The terminal displays the first advertisement material at a first time point; The terminal detects a second operation; The terminal sends a second advertisement request to the server in response to the second operation; The terminal receives a second response message sent by the server, and the second response message includes the second advertisement information; The terminal displays second advertisement material at a second time point, and the second time point is later than the first time point.

8. The terminal according to claim 7, characterized by The first operation is an operation of opening a first application or the first operation is an operation of pausing video playing.

9. The terminal according to claim 7, characterized by The second operation is an operation of opening a first application or the second operation is an operation of pausing video playing.

10. The terminal according to claim 7, characterized by The advertisement request includes at least one of application information of a currently running application of the terminal, device information of the terminal, and user behavior data recorded by the terminal.

11. The terminal according to any of claims 7-10, characterized by The second advertisement information includes a download link of the second advertisement material. The terminal acquires the second advertisement material of the future to-be-played advertisement according to the second advertisement information includes: When the terminal is in a wireless fidelity (Wi-Fi) network, the terminal downloads the second advertisement material according to the download link of the second advertisement material.

12. The terminal according to any one of claims 7-10, characterized by, The first advertisement information includes material identification. The terminal acquires the first advertisement material of the current to-be-played advertisement according to the first advertisement information includes: The terminal checks whether target advertisement material corresponding to the material identification is stored in the terminal; If the target advertisement material corresponding to the material identification is stored, the terminal takes the target advertisement material as the first advertisement material; If the target advertisement material corresponding to the material identification is not stored, the terminal acquires first advertisement material corresponding to the material identification from the server.

13. The terminal according to claim 12, characterized by The terminal displays the first advertisement material and the second advertisement material respectively includes: The terminal displays the first advertisement material at a first time point; The terminal displays the second advertisement material at a second time point, and the second time point is later than the first time point.

14. A computer-readable storage medium having stored therein instructions, the computer-readable storage medium comprising: When the instructions run on the terminal, the terminal performs the advertisement display method in any one of claims 1-6.

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