Advertisement putting method, electronic equipment and readable storage medium

Abstract

The invention provides an advertisement putting method, an electronic device and a readable storage medium, the electronic device can map user data to a first label, the first label is an insensitive label used by an advertisement putting device, on one hand, all user data of a user using the advertisement putting device can be ensured, user features can be determined completely and accurately, and user experience is improved. On the other hand, due to the fact that the electronic device maps the user data into the insensitive first label, leakage of user privacy can be avoided, and relevant regulations of the user privacy are met.

Description

Technical Field

[0001] The embodiments of the present application relate to the field of data processing technology, and in particular to an advertisement delivery method, an electronic device, and a readable storage medium. Background Art

[0002] As users spend more time and more frequency using electronic devices, Internet advertising has become an important way to place advertisements. For example, advertisements can be placed on the interface of an application (APP) or a web page, which can increase the number of times an advertisement is exposed, improve the conversion rate of an advertisement, and enhance the effectiveness of the advertisement.

[0003] To achieve accurate advertising on electronic devices, advertisements matching the data can be delivered to electronic devices based on the data of the electronic devices, such as user information, behavior data, etc. However, in order to protect user privacy, electronic devices currently desensitize the data when reporting it, deleting the privacy information. As a result, all user data cannot be obtained when delivering advertisements, so less data can be used, and the advertising effect is poor. Summary of the invention

[0004] The embodiments of the present application provide an advertisement delivery method, an electronic device, and a readable storage medium, which can fully utilize the data of the electronic device and improve the advertisement delivery effect.

[0005] In a first aspect, an embodiment of the present application provides an advertisement delivery method, which is applied to an electronic device. In the method, the electronic device can collect user data, wherein the user data includes user information and behavior data of the user on the electronic device. In some embodiments, the behavior data can be the behavior data of the user on the electronic device within a preset time period.

[0006] Because the user data includes user sensitive data, in order to avoid leaking user privacy and to fully use the user data, the electronic device can map the user data to a first label to desensitize the user data. The first label is insensitive data. In the embodiment of the present application, insensitive data is used, which can not only represent the user data, but also does not miss the user sensitive data, thereby ensuring that the user data can be fully used.

[0007] When an electronic device has an advertisement demand, the electronic device may send an advertisement request to the advertisement delivery device, wherein the advertisement request includes the first tag, and the first tag is used by the advertisement delivery device to match advertisement data for the electronic device. After receiving the advertisement request, the advertisement delivery device may match advertisement data for the electronic device according to the first tag and send the advertisement data to the electronic device, and accordingly, the electronic device may receive advertisement data from the advertisement delivery device.

[0008] In an embodiment of the present application, the electronic device can map user data to a first tag, which is an insensitive tag used by the advertising delivery device. On the one hand, it can ensure that the advertising delivery device uses all user data of the user, completely and accurately determines user characteristics, and delivers accurate advertising data to the electronic device. On the other hand, because the electronic device maps the user data to the insensitive first tag, it can also avoid the leakage of user privacy, which complies with relevant regulations on user privacy.

[0009] In a possible implementation, the electronic device may determine a second tag matching the user data based on the user data, where the second tag is a tag used by the electronic device. After the electronic device determines the second tag matching the user data, the second tag may be mapped to the first tag based on a tag mapping library. The tag mapping library is used to characterize the mapping relationship between the tag used by the electronic device and the tag used by the advertisement delivery device.

[0010] In a possible implementation manner, the granularity of the first tag is greater than or equal to the granularity of the second tag.

[0011] In a possible implementation, the granularity of the first tag is greater than the granularity of the second tag. In this implementation, the electronic device may first map the user data to a fine-grained second tag, and then map the second tag to the first tag according to the tag mapping library. Because the granularity of the tag used by the electronic device is smaller than the granularity of the tag used by the advertising delivery device, in the embodiment of the present application, the electronic device may gradually convert the user data into a coarse-grained first tag, which reduces the computational difficulty.

[0012] In a possible implementation, after the electronic device maps the second tag to the first tag, it also includes: the electronic device detects whether the first tag is included in the tag whitelist, and the tag whitelist includes tags frequently used by the advertising delivery device. If the first tag is included in the tag whitelist, the electronic device can store the first tag and carry the first tag in the advertisement request sent to the advertising delivery device. If the first tag is included in the tag whitelist, the electronic device can set the flag bit of the first tag to the first flag bit, and the first flag bit indicates that the first tag is included in the tag whitelist, for example, the first flag can be 1. If the first tag is not included in the tag whitelist, the electronic device can set the flag bit of the first tag to the second flag bit, and the second flag bit indicates that the first tag is not included in the tag whitelist, for example, the first flag can be 0.

[0013] In this implementation, it is ensured that the high-frequency tags of the advertisement delivery device are used to have more corresponding advertisement data, and the advertisement recall rate and the advertisement recall scale can be improved by using the tags to match advertisements.

[0014] In one possible implementation, the behavior data includes at least one of the following: behavior data of operating an application within a preset time period, behavior data of operating a lite version of an application within the preset time period, behavior data of operating an interface within the preset time period, behavior data of operating advertisements on the interface within the preset time period, behavior data of operating notification messages within the preset time period, and content information of the interface of the application displayed on the electronic device within the preset time period.

[0015] In a possible implementation manner, the second label may include at least one of the following: a user information label, a preference label, a rating label, and a fact label.

[0016] In a possible implementation, after the electronic device maps the user data to the first tag, the electronic device can also determine the population package that matches the first tag based on the first tag. In this way, when the electronic device sends an advertisement request to the advertisement delivery device, the advertisement request includes the first tag and / or the population package, and the first tag and the population package are both used by the advertisement delivery device to match advertisement data for the electronic device.

[0017] The electronic device may use the crowd package corresponding to the crowd package rule hit by the first tag as the crowd package matching the first tag according to at least one crowd package rule, wherein the crowd package rule includes at least one tag used by the advertisement delivery device.

[0018] In this example, the advertisement delivery device may receive an advertisement request from an electronic device, and the advertisement delivery device may determine that the electronic device matches the advertisement data based on the first tag and / or the crowd package, and send the advertisement data to the electronic device. Alternatively, in this example, the advertisement delivery device may determine that the electronic device matches the advertisement data based on the first tag and / or the crowd package, and a pre-acquired user portrait, and send the advertisement data to the electronic device.

[0019] In this implementation, the electronic device can determine the crowd package that matches the first tag based on the first tag, so that when the electronic device sends an advertisement request to the advertisement delivery device, the advertisement request can include the first tag and / or the crowd package. In this example, the advertisement delivery device can match the advertisement data for the electronic device based on the first tag and / or the crowd package, which can expand the recall scale of the advertisement data and deliver the advertisement data to the electronic device more comprehensively.

[0020] In a second aspect, an embodiment of the present application provides an advertising delivery method, which is applied to an electronic device, in which the electronic device can collect user data and map the user data to a first tag to desensitize the user data. The electronic device can determine a population package that matches the first tag based on the first tag. When an electronic device has an advertising demand, the electronic device can send an advertising request to an advertising delivery device, and the advertising request includes the first tag and / or the population package, and the first tag and the population package are both used by the advertising delivery device to match advertising data for the electronic device. Accordingly, the advertising delivery device can match advertising data for the electronic device in response to the advertising request from the electronic device, and send the advertising data to the electronic device, and accordingly, the electronic device can receive advertising data from the advertising delivery device.

[0021] In a third aspect, an embodiment of the present application provides an advertisement delivery method, which is applied to an advertisement delivery device. In the method, the advertisement delivery device can receive an advertisement request from an electronic device, and the advertisement request can include a first tag and / or a crowd package. The advertisement delivery device can determine that the electronic device matches the advertisement data based on the first tag and / or the crowd package, and send the advertisement data to the electronic device.

[0022] In a possible implementation, the advertisement delivery device may receive an advertisement request from an electronic device, and the advertisement request may include a first tag and / or a crowd package. The advertisement delivery device may determine that the electronic device matches the advertisement data based on the first tag and / or the crowd package and a pre-acquired user portrait, and send the advertisement data to the electronic device.

[0023] In a fourth aspect, an embodiment of the present application provides an electronic device, which may include: a processor and a memory. The memory is used to store computer executable program code, and the program code includes instructions; when the processor executes the instructions, the instructions cause the electronic device to execute the method in the first aspect and the second aspect.

[0024] In a fifth aspect, an embodiment of the present application provides an electronic device, which may include a unit, a module or a circuit for executing the method provided in the first aspect or the second aspect above.

[0025] In a sixth aspect, an embodiment of the present application provides a computer program product comprising instructions, which, when executed on a computer, enables the computer to execute the methods in the first and second aspects above.

[0026] In a seventh aspect, an embodiment of the present application provides a computer-readable storage medium, wherein instructions are stored in the computer-readable storage medium, and when the computer-readable storage medium is run on a computer, the computer executes the methods in the first and second aspects above.

[0027] The beneficial effects of the possible implementation methods of the second to seventh aspects mentioned above can be referred to the beneficial effects brought about by the first aspect mentioned above, and will not be elaborated here. BRIEF DESCRIPTION OF THE DRAWINGS

[0028] Figure 1 A schematic diagram of a system architecture applicable to the advertisement delivery method provided in the embodiment of the present application;

[0029] Figure 2 A flowchart of an advertisement delivery method is provided;

[0030] Figure 3 for Figure 2 A simplified flow diagram of the example shown;

[0031] Figure 4A A flowchart of an embodiment of an advertisement delivery method provided in an embodiment of the present application;

[0032] Figure 4B for Figure 4A A simplified flow chart of

[0033] Figure 5A A flowchart of another embodiment of the advertisement delivery method provided in the embodiment of the present application;

[0034] Figure 5B for Figure 5A A simplified flow chart of

[0035] Fig. 6A A flowchart of another embodiment of the advertisement delivery method provided in the embodiment of the present application;

[0036] Figure 6B for Fig. 6A A simplified flow chart of

[0037] Figure 7 A schematic diagram of the interaction between an electronic device and an advertisement delivery device provided in an embodiment of the present application;

[0038] Figure 8 A schematic diagram of the structure of an electronic device provided in an embodiment of the present application. DETAILED DESCRIPTION

[0039] Figure 1 A schematic diagram of a system architecture applicable to the advertising delivery method provided in the embodiment of the present application. Figure 1The system architecture may include an electronic device 11 and an advertisement delivery device 12. It should be understood that the system architecture may include multiple electronic devices. Figure 1 An electronic device is used as an example for explanation.

[0040] The electronic device 11 in the embodiment of the present application may be referred to as user equipment (UE), terminal, etc. For example, the electronic device 11 may be a mobile phone, a portable android device (PADtablet), a personal digital assistant (PDA), a handheld device with wireless communication function, a computing device, a vehicle-mounted device or a wearable device, a virtual reality (VR) terminal device, an augmented reality (AR) terminal device, a wireless terminal in industrial control, a wireless terminal in a smart home, etc. The form of the electronic device 11 is not specifically limited in the embodiment of the present application. Figure 1 The electronic device is taken as a mobile phone as an example.

[0041] The electronic device 11 may report data of the electronic device to the advertisement delivery device 12. The data may include, for example, user information, behavior data, and the like.

[0042] The advertisement delivery device 12 may be, for example, a server, a distributed server, a computer, or other equipment. The embodiment of the present application does not limit the form of the advertisement delivery device 12. Figure 1 In the example, the advertisement delivery device 12 is taken as a server.

[0043] The advertisement delivery device 12 can determine the advertisement suitable for the electronic device 11 according to the data reported by the electronic device 11, and deliver the advertisement to the electronic device 11. Accordingly, the electronic device 11 can display the advertisement.

[0044] Figure 2 A flowchart of an advertising delivery method is shown below. Figure 2 , the advertisement delivery method may include:

[0045] S201, the electronic device collects data.

[0046] The data may include, but is not limited to, user information, user behavior data on electronic devices, etc. User information may include, for example, user gender, age, education, etc. Behavior data may include, for example, payment data, shopping data, browsing data, etc.

[0047] S202, the electronic device performs desensitization processing on the data.

[0048] Desensitization may include: removing sensitive data, and / or processing sensitive data. It should be understood that different data has different sensitivities, and the electronic device may use different desensitization processing methods to desensitize the data according to the sensitivity of the data.

[0049] In some embodiments, for data with high sensitivity, the electronic device can remove the sensitive data, and for data with low sensitivity, the electronic device can process the sensitive data before reporting. For example, if the age in the user information is data with low sensitivity, the electronic device can map the specific age value to an age range and blur the specific age value. For example, if the user is 22 years old, the electronic device can map the age to the age range of 20-30 years old. For example, if the payment data in the behavior data is data with high sensitivity, the electronic device can delete the payment data.

[0050] S203, the electronic device reports data to the advertisement delivery device.

[0051] For the data collected by the electronic device, some sensitive data can be deleted, and some sensitive data can be processed. After the electronic device performs desensitization on the data, the desensitized data can be reported to the advertisement delivery device.

[0052] S204, the advertising delivery device builds a user portrait based on the data reported by the electronic device and the data from other data sources.

[0053] It should be understood that data from other data sources refers to data related to the user of the electronic device obtained by the advertising delivery device in other ways and from other channels. The user of the electronic device can be understood as the user of the electronic device. For example, the advertising delivery device can obtain the duration and frequency of the user's use of the game APP from the game server.

[0054] In the embodiment of the present application, the process of how the advertising delivery device constructs a user portrait is not described in detail.

[0055] S205: The electronic device sends an advertisement request to the advertisement delivery device.

[0056] The advertisement request is used to instruct the advertisement delivery device to deliver advertisements to the electronic device. The embodiments of the present application do not limit the scenario in which the electronic device sends an advertisement request to the advertisement delivery device. For example, when the user opens the APP, an advertisement position is set on the opening screen of the APP, and the electronic device can send an advertisement request to the advertisement delivery device. For example, when the interface of the electronic device is about to jump to a certain interface of the APP, and an advertisement position is set on the interface, the electronic device can send an advertisement request to the advertisement delivery device.

[0057] In some embodiments, the advertisement request may carry an identifier of the electronic device so that the advertisement delivery device can identify the user portrait corresponding to the electronic device.

[0058] S206, the advertisement delivery device determines advertisement data matching the user portrait.

[0059] In some embodiments, an advertisement index library may be preconfigured, and the advertisement index library may be used to characterize: a mapping relationship between user profiles and advertisement data. The advertisement index library stores advertisement data corresponding to different user profiles. The advertisement data may be the content of the advertisement, or information such as a uniform resource locator (URL).

[0060] Exemplarily, the advertisement index library may be as shown in Table 1 below:

[0061] Table 1

[0062] User Profile Advertising data 20-30 years old, male Advertising data 1 20-30 years old, female Advertising data 2 … … 30-40 years old, male Advertising dataN

[0063] It should be understood that Table 1 takes the example of the user portrait including the user's age range and gender, and this example does not constitute a limitation on the user portrait.

[0064] In response to a request from the electronic device, the advertisement delivery device may query an advertisement index library to determine advertisement data that matches the user portrait.

[0065] S207: The advertisement delivery device sends advertisement data to the electronic device.

[0066] After the electronic device receives the advertising data from the advertising delivery device, if the advertising data includes the content of the advertisement, the electronic device can directly display the advertising data on the display screen; if the advertising data includes the URL of the advertisement, the electronic device can first download the content of the advertisement according to the URL of the advertisement, and then display the advertisement on the display screen.

[0067] Figure 3 for Figure 2 A simplified flow chart of the example shown in FIG. Figure 2 It should be understood that Figure 3 The process of the advertising delivery device determining the advertising data matching the user portrait can refer to the relevant description in the following embodiment S404, which will not be repeated here.

[0068] In this embodiment, when the advertising delivery device delivers advertisements to the electronic device, it can match the advertisement data based on the user portrait, and the user portrait is determined based on the desensitized data reported by the electronic device. The desensitized data is not all the user's data and cannot fully and accurately represent the user's characteristics. The advertising delivery device does not use all the user's data when determining the user portrait. In addition, the desensitized data reported by the electronic device will also be contaminated by data from other data sources. The user portrait cannot represent the user's characteristics or may even incorrectly represent the user's characteristics, all of which will lead to poor advertising delivery effects.

[0069] Figure 2 and Figure 3 The example shown introduces a method for electronic devices to protect user privacy by using desensitization processing. In addition, in order to protect user privacy, in some embodiments, the following rules can be specified: when the electronic device needs to collect or use advertising identifier information, it must obtain the user's permission. If the user does not allow the use of private data, the electronic device cannot obtain all of the user's data, which will also lead to inaccurate advertising and poor results.

[0070] In some embodiments, in order to protect user privacy, a privacy sandbox function can be set in the electronic device. Among them, the privacy sandbox function can limit the third-party APP in the electronic device from accessing the user's privacy data, and requires that it can only be run without a cross-application identifier (such as an open advertising identifier, OAID). At the same time, the privacy sandbox function can also provide the function of putting user data into group data to blur the user data to avoid the abuse of the user's privacy data. In this example, on the one hand, because the electronic device cannot use the user data without a cross-application identifier, on the other hand, the user data is also blurred, so that the advertising delivery device cannot obtain all the user's data, which will also lead to inaccurate advertising and poor results.

[0071] In order to solve the above problems, an embodiment of the present application provides an advertising delivery method, which can convert the data of an electronic device into an insensitive label and report it to an advertising delivery device. The label can represent the data of the electronic device, and the advertising delivery device can determine the advertising data delivered to the electronic device based on the label. On the one hand, although the data of the electronic device includes sensitive data, because the sensitive data can be converted into an insensitive label for reporting, the leakage of user privacy can be avoided, and it also complies with the current relevant regulations on user privacy. On the other hand, because the user's sensitive data is not deleted and is also reported, the advertising delivery device can use all the user's data, so that the advertising delivery device can completely and accurately determine the user's characteristics, and can deliver accurate advertisements to the electronic device, thereby improving the advertising delivery effect.

[0072] The following is a description of the advertisement delivery method provided by the embodiments of the present application in conjunction with specific embodiments. The following embodiments may be combined with each other, and the same or similar concepts or processes may not be described in detail in some embodiments.

[0073] Figure 4A A flowchart of an embodiment of the advertising delivery method provided in the present application. Figure 4A The advertising delivery method provided in the embodiment of the present application may include:

[0074] S401, the electronic device collects user data, where the user data includes user behavior data on the electronic device and / or user information.

[0075] In some embodiments, the user information may include but is not limited to at least one of the following: gender, age, height, weight, education level, etc.

[0076] In some embodiments, the user's behavioral data on the electronic device may include, but is not limited to, at least one of the following: behavioral data of operating an application within a preset time period, behavioral data of operating a lite version of an application within a preset time period, behavioral data of operating an interface within a preset time period, behavioral data of operating advertisements on the interface within a preset time period, behavioral data of operating notification messages within a preset time period, content information of the interface of an application displayed on the electronic device within a preset time period, and location information of the electronic device within a preset time period.

[0077] The preset duration may be a period of time before the current moment. In some embodiments, the electronic device may collect the user's behavior data on the electronic device in real time. For example, at moment A, the electronic device may collect the behavior data within the preset duration before moment A, and at moment B, the electronic device may collect the behavior data within the preset duration before moment B.

[0078] In some embodiments, the behavior data may be described by the number of times, days, or duration of the behavior within a preset time period.

[0079] Among them, the behavior data of operating the application may include but is not limited to: installing, uninstalling, updating, using, switching APP and other behaviors. Exemplarily, the behavior of installing the APP can be described by the number of days the APP has been installed, the number of times the APP has been installed, and / or the length of time the APP has been installed. Exemplarily, the behavior of updating the APP can be described by the number of times the APP has been updated. The embodiments of this application do not elaborate on the number of times, days or durations that each behavior data can be used to describe.

[0080] Behavioral data for operating lite version applications may include, but are not limited to, opening, closing, and using liteapp. Behavioral data for operating interfaces may include, but are not limited to, accessing interface activities. Behavioral data for operating advertisements on interfaces may include, but are not limited to, exposing electronic devices to, clicking on, and activating advertisements. Behavioral data for operating notification messages may include, but are not limited to, clicking on, closing, and refreshing notification messages. The content information of the application interface displayed by the electronic device may include, but is not limited to, the title and specific content on the application interface. The specific content may include, but is not limited to, text, images, videos, etc. The positioning information of the electronic device may include the location of the electronic device, and the location of the electronic device may include, but is not limited to, longitude, latitude, IP, etc.

[0081] S402: The electronic device maps the user data to a first tag to perform desensitization processing on the user data.

[0082] The first tag is a tag used by the advertising delivery device, and the first tag is an insensitive tag. The first tag can represent user data. In the embodiment of the present application, the electronic device maps the user data to the first tag, which can achieve desensitization of the user data, making the user data insensitive, avoiding leakage of user privacy, and complying with relevant regulations on user privacy. In addition, the electronic device can report the first tag corresponding to the user data to the advertising delivery device, so that the advertising delivery device can accurately match the advertising data for the electronic device based on the first tag.

[0083] In some embodiments, a mapping rule may be pre-configured in the electronic device, and the mapping rule is: a mapping rule for mapping user data to a label used by the advertising delivery device. It should be understood that the label used by the advertising delivery device is an insensitive label and can also be regarded as insensitive data. In the embodiment of the present application, after the electronic device collects the user data, the user data can be mapped to the first label according to the mapping rule.

[0084] In some embodiments, the tags used by the advertising delivery device can be represented by numbers, IDs, tag names, etc., and each tag has a corresponding mapping rule for user data. Among them, user data that meets the mapping rule can hit the tag, that is, mapped to the tag. Exemplarily, the mapping rule can be shown in Table 1 below. It should be understood that Table 1 is an example of a mapping rule, and it should be understood that Table 1 uses the behavioral data in the user data as an example for explanation:

[0085] Table 1

[0086]

[0087]

[0088] In some embodiments, the value of the label used by the advertising delivery device can be a Boolean type of "yes and no" or a discrete type of "high, relatively high, medium, low, relatively low", etc. Table 1 uses the discrete type as an example for explanation.

[0089] The electronic device can traverse the mapping rules corresponding to each tag used by the advertising delivery device, and map the user data that hits the mapping rule to the tag, which can be called a first tag. The first tag can be at least one. Referring to Table 1, the tags used by the advertising delivery device do not include sensitive data, but can represent the user data of the user and the user characteristics.

[0090] In some embodiments, the tags in the mapping rules can be tags that are frequently used by the advertising delivery device. Because the number of advertising data corresponding to the tags that are frequently used by the advertising delivery device is large, the recall scale of advertising data can be expanded. High frequency use can be understood as: among all the tags used, the tags ranked in the top N in frequency.

[0091] S403: The electronic device sends an advertisement request to the advertisement delivery device. The advertisement request includes a first tag. The first tag is used by the advertisement delivery device to match advertisement data for the electronic device.

[0092] When an electronic device has a demand for advertising, the electronic device can send an advertising request to the advertising delivery device. The embodiment of the present application does not limit the scenario in which the electronic device sends an advertising request to the advertising delivery device. For example, when a user opens an APP, an advertising position is set on the opening screen of the APP, and the electronic device can send an advertising request to the advertising delivery device. For example, when the interface of the electronic device is about to jump to a certain interface of the APP, and an advertising position is set on the interface, the electronic device can send an advertising request to the advertising delivery device.

[0093] The advertisement request includes a first tag, and the first tag is used by the advertisement delivery device to match advertisement data for the electronic device.

[0094] S404: The advertisement delivery device matches advertisement data for the electronic device according to the first tag.

[0095] In response to the advertisement request, the advertisement delivery device may match advertisement data for the electronic device according to the first tag.

[0096] In some embodiments, a tag index library may be preconfigured, and the tag index library may include tags used by the advertisement delivery device and advertisement data mapped by the tags. The advertisement delivery device may query the advertisement data mapped by the first tag in the tag index library according to the first tag, and use the advertisement data mapped by the first tag as the electronic device matching advertisement data.

[0097] In some embodiments, the advertisement delivery device may use "advertising data mapped with the first label" as the first candidate advertising data. The advertisement delivery device may sort and calculate the first candidate advertising data to obtain first candidate advertising data with a higher predicted click through conversion rate (CTCVR) and a higher effective cost permille (ECPM) as the second candidate advertising data. Exemplarily, a higher CTCVR may be understood as CTCVR being greater than or equal to a CTCVR threshold, and a higher ECPM may be understood as ECPM being greater than or equal to an ECPM threshold. In some embodiments, the advertisement delivery device may use the second candidate advertising data as electronic device matching advertising data.

[0098] In some embodiments, the advertising delivery device can calculate the predicted conversion rate and / or the predicted experience level of the second candidate advertising data based on preset experience control rules. The advertising delivery device can use the second candidate advertising data with the highest predicted conversion rate and / or the second candidate advertising data with the highest predicted experience level as the electronic device matching advertising data.

[0099] The embodiment of the present application does not limit the post-processing method of the advertisement delivery device on the advertisement data mapped to the first tag. The above example is an example of the processing method of the advertisement delivery device on the advertisement data mapped to the first tag.

[0100] S405: The advertisement delivery device sends advertisement data to the electronic device.

[0101] The advertisement data may be the content of the advertisement, or information such as the URL of the advertisement. After the advertisement delivery device matches the advertisement data for the electronic device, the advertisement data may be sent to the electronic device. The electronic device may display the advertisement according to the advertisement data.

[0102] Figure 4B for Figure 4A A simplified flow chart of Figure 4B The advertising delivery method provided in the embodiment of the present application includes:

[0103] Step 1: The electronic device collects user data.

[0104] Step 2: The electronic device maps the user data to the first tag.

[0105] Step 3: The electronic device initiates an advertisement request, and the advertisement request includes a first tag.

[0106] Step 4: recalling advertisements, that is, the advertisement delivery device recalls the first candidate advertisement data according to the first tag.

[0107] Step 5: Sorting, that is, the advertisement delivery device sorts the first candidate advertisement data to obtain second candidate advertisement data.

[0108] Step 6: body control, that is, the advertisement delivery device performs experience control processing on the second candidate data to obtain advertisement data.

[0109] Step 7: The advertisement delivery device returns the advertisement data to the electronic device and exposes it.

[0110] In the embodiment of the present application, the electronic device collects user data, which includes the user's privacy data. According to the processing method in the prior art, the privacy data will be deleted or processed, which will result in the advertisement delivery device being unable to fully use the user data. In the embodiment of the present application, after the electronic device collects the user data, the electronic device can map the user data to a first tag, which is an insensitive tag used by the advertisement delivery device. On the one hand, it can ensure that the advertisement delivery device uses all the user data of the user, completely and accurately determines the user's characteristics, and delivers accurate advertising data to the electronic device. On the other hand, because the electronic device maps the user data to the insensitive first tag, it can also avoid the leakage of user privacy, which complies with relevant regulations on user privacy.

[0111] As described in the above embodiments, the electronic device can directly map user data to the first tag. In some embodiments, the tag used by the electronic device can be pre-set to build a tag mapping library, which is used to characterize the mapping relationship between the tag used by the electronic device and the tag used by the advertising delivery device. The granularity of the tag used by the electronic device is less than or equal to the granularity of the tag used by the advertising delivery device.

[0112] In some embodiments, the granularity of the tags used by the electronic device is smaller than the granularity of the tags used by the advertising delivery device. In this way, the electronic device can first map the user data to the fine-grained tags used by the electronic device, and then map the tags used by the electronic device to the coarse-grained tags used by the advertising delivery device according to the tag mapping library. Because the granularity of the tags used by the electronic device is smaller than the granularity of the tags used by the advertising delivery device, the electronic device can gradually convert the user data into the tags used by the advertising delivery device, and the calculation difficulty is small.

[0113] Reference Figure 5A The advertising delivery method provided in the embodiment of the present application may include:

[0114] S501, the electronic device collects user data.

[0115] S501 may refer to the description in S401.

[0116] S502: The electronic device determines, based on the user data, a second tag that matches the user data, where the second tag is a tag used by the electronic device.

[0117] In some embodiments, a label processing dictionary or a label determination rule may be preset in the electronic device, and the label processing dictionary and the label determination rule may both represent rules for determining a label that matches the user data. The label that matches the user data is a label used by the electronic device, and may be referred to as a second label. The electronic device may determine a second label that matches the user data based on the user data and the label processing dictionary or the label determination rule.

[0118] The second tag may include but is not limited to at least one of the following: user information tag, preference tag, grade tag, and fact tag. Among them, user information tags may include but are not limited to: gender tag, age tag, height tag, education tag, etc. Preference tags may include but are not limited to: e-commerce preference tags, game preference tags, shopping cart preference tags, industry preference tags, etc. Grade tags may include but are not limited to: consumption grade tags, income grade tags, etc. Fact tags may include but are not limited to: location tags, membership tags, commodity tags, etc.

[0119] In some embodiments, with respect to user information, the electronic device may use preset rules to determine a user information tag.

[0120] In some embodiments, the electronic device may use a summary and statistics method to determine a second tag that matches the user data based on the user data. The principle of summary and statistics is: the number of days, times, consumption amount, etc. of the behavior are counted to determine the tag corresponding to the behavior user data, and threshold dimensions (such as different duration thresholds and consumption amount thresholds) are added on the basis of the number of days, times, consumption amount, etc. to determine the value of the tag.

[0121] Exemplarily, taking the e-commerce preference tag in the preference tag as an example, the electronic device can count the number of e-commerce apps installed on the electronic device and the length of time users use the e-commerce apps. When the number of e-commerce apps installed on the electronic device is greater than the number threshold and the length of time users use the e-commerce apps is greater than the length threshold, it can be determined that the second tag matching the user data is the e-commerce preference tag.

[0122] Exemplarily, taking the consumption grade label in the grade label as an example, the electronic device can count the consumption amount of the electronic device, determine the corresponding consumption grade based on the consumption amount of the electronic device, and then obtain the corresponding consumption grade label.

[0123] Exemplarily, taking the location tag in the fact tag as an example, the electronic device can obtain the corresponding location tag by counting the longitude, latitude, IP, etc. of the electronic device according to the location of the electronic device. It should be understood that the location of the electronic device (such as longitude, latitude, IP) is highly sensitive data. In some embodiments, the location of the electronic device can be converted into a high-level such as country, province, city, district, county, or POI such as restaurant, hotel, etc., to desensitize the location of the electronic device.

[0124] In some embodiments, for preference tags and grade tags, the second tag may also include a preference degree and a grade, and the preference degree and the grade may be referred to as the value of the second tag. Exemplarily, when the number of e-commerce apps installed on the electronic device is greater than the number threshold 1, and the duration of using the e-commerce apps is greater than the duration threshold 1, the preference degree may be p1. When the number of e-commerce apps installed on the electronic device is greater than the number threshold 2, and the duration of using the e-commerce apps is greater than the duration threshold 2, the preference degree may be p2. Exemplarily, when the consumption amount of the electronic device is amount 1, the consumption grade may be p2, and when the consumption amount of the electronic device is amount 2, the consumption grade may be p3.

[0125] For example, in the embodiment of the present application, the degree and level of preference can be described by p1-p5, and the embodiment of the present application is not limited to this.

[0126] In some embodiments, the electronic device may use a transformation or mapping method to determine a second tag that matches the user data based on the user data. The principle of transformation or mapping is: pre-setting a transformation rule or mapping rule, and both the transformation rule and the mapping rule are used to characterize: the conditions that the user data needs to meet when mapping to the corresponding tag.

[0127] For example, taking the consumption level label in the level label as an example, mapping rules corresponding to consumption levels p1-p5 can be preset in the electronic device. The electronic device can traverse the mapping rules corresponding to consumption levels p1-p5 according to the consumption amount of the electronic device, and use the hit consumption level label as the second label that matches the user data.

[0128] In some embodiments, the electronic device may determine the second tag matching the user data based on the user data by using an inference method. The inference principle is: pre-setting an inference rule, which is used to characterize the conditions that the user data must meet to match the tag.

[0129] For example, when the electronic device is located in multiple different regions within a week (or a month, etc.), the electronic device can infer that the second tag matching the user data can be a "travel preference tag", and the electronic device can determine the degree of travel preference based on the length of time corresponding to the multiple different regions. For example, the second tag can be a "travel preference tag" and the preference degree is p2.

[0130] In some embodiments, the electronic device may also use machine learning, deep learning and other methods to determine the second tag that matches the user data. It should be understood that the embodiments of the present application do not limit the specific method for the electronic device to determine the second tag that matches the user data. Other methods for determining the second tag that matches the user data also belong to the methods that can be disclosed in the embodiments of the present application and belong to the protection scope of the present application.

[0131] In some embodiments, the second tag is an insensitive tag, not sensitive data, and the electronic device determines that the second tag matches the user data, which can be regarded as the first desensitization processing of the user data.

[0132] S503: The electronic device maps the second tag to the first tag according to a tag mapping library, where the tag mapping library is used to represent a mapping relationship between a tag used by the electronic device and a tag used by the advertisement delivery device.

[0133] The tag mapping library is used to characterize the mapping relationship between the tags used by the electronic device and the tags used by the advertisement delivery device. In some embodiments, the granularity of the tags used by the electronic device is smaller than the granularity of the tags used by the advertisement delivery device.

[0134] Exemplarily, taking commodity labels as an example, based on the user's consumption record, the second label is "Men's trousers", and the first label mapped by the second label can be "Men's clothing". The granularity (or division granularity) of the second label is smaller than the granularity (or division granularity) of the first label. In other words, the first label has a coarse division granularity for user data, and the second label has a fine division granularity for user data. The process of an electronic device mapping a second label to a first label can be understood as a wide mapping process, that is, the electronic device maps a fine-grained second label to a coarse-grained first label.

[0135] In the embodiment of the present application, the electronic device can query the tag mapping library according to the second tag and map the second tag to the first tag.

[0136] In some embodiments, Table 2 is an example description of a label mapping library:

[0137] Table 2

[0138]

[0139] It should be understood that the data source of the second tag in Table 2 can represent the source of the user data corresponding to the second tag, and the source can be from a certain device or an APP of a certain device. The second tag is described in Table 2 with an ID. For example, 0001 can represent a bicycle preference tag. Table 2 shows the ID, tag name (tag name) and value of the first tag. The value of the first tag can represent the degree or level of preference. Exemplarily, for example, the second tag 0001 maps to the first tag with an ID of 100001, and the tag name of the first tag is "Long-term bicycle enthusiast", and the value of the first tag is high, which can represent that the long-term bicycle enthusiast has a high degree of preference for bicycles.

[0140] It should be understood that the above embodiments describe the use of p1-p5 to describe the degree and level of preference, and p1-p5 of the second label has a mapping relationship with the value of the first label (for example, high, medium, low, higher, lower). For example, p1 can be mapped to the value "lower". The embodiments of the present application do not limit the mapping relationship between p1-p5 of the second label and the value of the first label.

[0141] In the embodiments of the present application, tags, such as a first tag and a second tag, are used to represent user data. On the one hand, the electronic device does not directly exchange user data with the advertising delivery device, thereby avoiding leakage of privacy data. On the other hand, the second tag and the first tag can fully characterize the user data and can represent user characteristics, and therefore will not affect the accuracy of the advertising delivery device in matching advertising data for the electronic device.

[0142] In some embodiments, two different types of tags can be set for tags used by the advertising delivery device, and the two different types of tags can be respectively referred to as the first AID subtag and the second DID subtag. Among them, the first AID subtag and the second DID subtag describe tags from different ID systems. In actual use, the first AID subtag and / or the second DID subtag can be set in the tag mapping library. It should be understood that the use of the first AID subtag and / or the second DID subtag by the advertising delivery device can be combined with actual scene applications.

[0143] The first AID subtag can be regarded as describing the tag from the perspective of the device, and the second AID subtag is describing the tag from the perspective of the user. For example, a device can be used by multiple users, the first AID subtag is a tag used to describe the user data generated on the device, and the second AID subtag is a tag used to describe the user data of different users.

[0144] In some embodiments, Table 3 is another example description of the label mapping library:

[0145] Table 3

[0146]

[0147] The AID tags in Table 3 can refer to the relevant descriptions of the tags used by the advertising delivery device in Table 2. The DID tag is introduced here. The DID tag can include the ID, tag name, and value of the DID tag. Among them, the value of the DID tag can be Boolean type yes and no, or discrete type high, higher, medium, low, lower, etc. It should be understood that the above embodiments describe the use of p1-p5 to describe the degree of preference and level, and the p1-p5 of the second tag has a mapping relationship with the value of the first tag (such as yes and no). For example, the preference degree p1-p3 corresponds to "yes", and the preference degree p4-p5 corresponds to "no".

[0148] With reference to Table 2 and Table 3, the electronic device may map the second tag to the first tag according to the tag mapping library.

[0149] In some embodiments, a label whitelist may also be configured in the electronic device, and the label whitelist includes labels frequently used by the advertisement delivery device, as shown in Table 4:

[0150] Table 4

[0151]

[0152] It should be understood that in Table 4, the label whitelist includes the second DID sub-label as an example, and the label whitelist may also include the first AID sub-label.

[0153] In some embodiments, after the electronic device maps the second tag to the first tag, it is also necessary to query the tag whitelist to detect whether the first tag is a tag frequently used by the advertising delivery device. The purpose of setting the tag whitelist in the embodiment of the present application is that for the same user information or behavior data, more than one tag may be obtained according to the mapping rule, and the advertising delivery device can select the frequently used tags as the first tag, which can expand the recall scale of the advertising data.

[0154] If the first tag is a tag frequently used by the advertisement delivery device, the electronic device may store the first tag and set the flag of the first tag to a first flag, the first flag being used to indicate that the first tag is included in the tag whitelist. Exemplarily, the first flag may be 1. In addition, the electronic device may carry the first tag in the advertisement request when executing S504.

[0155] If the first tag is not a tag that is frequently used by the advertising delivery device, the electronic device may store the first tag and set a second flag of the first tag, the second flag being used to indicate that the first tag is not included in the tag whitelist, for example, the second flag may be 0. In addition, the electronic device may not carry the first tag when executing S504. The purpose of doing so is to ensure that the high-frequency tags of the advertising delivery device are used to have more corresponding advertising data, and the use of the tags to match advertisements can improve the advertisement recall rate and the advertisement recall scale.

[0156] In some embodiments, a mapping memory table may be pre-configured in the electronic device, and the mapping memory table is used to store the information of the second tag and the information of the first tag mapped by the second tag. The information of the second tag may include but is not limited to: data source, number, ID or tag name of the second tag. The information of the first tag may include but is not limited to: ID, tag name, value, tag type (AID or DID), whether it is in the tag whitelist, and other information of the first tag. The mapping memory table can refer to Table 5:

[0157] Table 5

[0158]

[0159]

[0160] Referring to Table 5, id can represent the number of the second tag processed this time, and the number of the second tag represents the number of second tags that the electronic device has determined. Tag represents a tag. Among them, field type is used to indicate the type of the corresponding field, whether primary key is used to indicate whether the field is the primary key field of the tag, whether unique is used to indicate whether the value of the field is allowed to be repeated, and description is an explanation of the field name.

[0161] In some embodiments, the mapping memory table may not include the two information of "whether it is a primary key" and "whether it is unique".

[0162] It should be understood that Table 5 is a schema definition of the mapping memory table, and no specific values ​​are filled in it. In some embodiments, the electronic device stores the mapping relationship between the second tag and the first tag in a system preset file in advance, and once the electronic device is started, the system automatically loads the file into the mapping memory table.

[0163] In some embodiments, after the electronic device maps the second tag to the first tag, the information of the first tag can be obtained, and the electronic device can query whether the first tag is in the tag whitelist. Specifically, referring to Table 5, the electronic device can use the second tag (tag_id, tag_value) or (tag_name, tag_value) as a query condition to query the mapping memory table shown in Table 5, so as to determine the information of the first tag that needs to be obtained.

[0164] In this way, referring to Table 5, the electronic device can query the tag mapping library and the tag whitelist to obtain information such as whether the first tag is in the tag whitelist (isInWhiteList), the tag type corresponding to the first tag (tagType), the ID of the first tag (tagId), the tag name of the first tag (tagName), and the value of the first tag (tagValue).

[0165] After obtaining the information of the first tag, the electronic device can store it together with the tag update time (uptime) to obtain the memory mapping table of the first tag as shown in Table 6. The memory mapping table of the first tag can be stored in a data table of the local database of the electronic device, which is not limited in the embodiment of the present application.

[0166] Table 6

[0167]

[0168] It should be understood that the memory mapping table of the first tag may include information of the first tag. The information of the first tag may include: the tag number, data source, tag name, ID, value, tag type of the first tag, whether it is in the tag whitelist, and the time when the first tag is updated. Among them, the tag number can be regarded as the number of the first tag. The time when the first tag is updated can be regarded as the time when the electronic device obtains the first tag, or the memory mapping table of the first tag, which can be expressed in milliseconds of universal time coordinated (UTC).

[0169] In some embodiments, after mapping the second tag to the first tag, the electronic device may store a memory mapping table of the first tag.

[0170] It should be understood that after the electronic device stores the memory mapping table of the first tag, when the electronic device sends an advertisement request to the advertisement delivery device, the electronic device can query the memory mapping table of the first tag stored in the electronic device and query the first tag in the memory mapping table of the first tag.

[0171] In some embodiments, in order to facilitate external acquisition of the first tag stored locally (electronic device), an interface for acquiring the first tag can be encapsulated in the electronic device, and the interface supports returning a certain number of first tag JSON strings according to the configuration, and the first tag JSON string is used to represent the first tag. The format of the first tag JSON string can be as follows:

[0172] {

[0173] "{tagid1}":"{tagValue1}",

[0174] "{tagid2}":"{tagValue2}", ...

[0176] }

[0177] In some embodiments, the first label is an insensitive label and not sensitive data, and the electronic device maps the second label to the first label, which can be regarded as a second desensitization process for the user data.

[0178] S504: The electronic device sends an advertisement request to the advertisement delivery device.

[0179] S505: The advertisement delivery device matches advertisement data for the electronic device according to the first tag.

[0180] In some embodiments, S505 may refer to the description in S404.

[0181] Reference Figure 2 In some embodiments, the advertising delivery device can pre-build a user portrait based on data from other data sources, and the user portrait can also be regarded as a label. In the embodiment of the present application, after obtaining the first label, the advertising delivery device can merge the first label with the user portrait corresponding to the electronic device, and the advertising delivery device can match the advertising data for the electronic device based on the first label and the user portrait. Among them, the advertising delivery device matches the advertising data for the electronic device according to the first label, and the relevant description in S404 can be referred to. The advertising delivery device matches the advertising data for the electronic device according to the user portrait, and the existing technical solutions can be referred to.

[0182] For example, the first tag is "bicycle enthusiast" and the user portrait includes "male, 20-30 years old". The advertising delivery device can merge the first tag and the user portrait to obtain "male, 20-30 years old, bicycle enthusiast". In this way, the advertising delivery device can accurately match the advertising data for the electronic device according to the first tag and the user portrait.

[0183] In this example, S505 can be replaced by S505A: the advertising delivery device matches the advertising data for the electronic device according to the first tag and the user portrait. Figure 5A The S505A is not shown, but S505 is shown.

[0184] It should be understood that in a scenario without a cross-application identifier, the advertisement delivery device cannot use the user portrait, and the advertisement delivery device can execute S505 to match advertisement data for the electronic device. In a scenario with a cross-application identifier, the advertisement delivery device can use the user portrait, and the advertisement delivery device can execute S505A to match advertisement data for the electronic device.

[0185] S506: The advertisement delivery device sends advertisement data to the electronic device.

[0186] S506 may refer to the description in S405.

[0187] Figure 5B for Figure 5A It should be understood that Figure 5B An example of how an advertising device can use user profiles is shown in Figure 5B The advertising delivery method provided in the embodiment of the present application includes:

[0188] Step 1: The electronic device collects user data.

[0189] Step 2A: The electronic device determines a second tag that matches the user data.

[0190] Step 2B: The electronic device maps the second tag to the first tag.

[0191] Step 3: The electronic device initiates an advertisement request, and the advertisement request includes a first tag.

[0192] Step 4A: recalling advertisements, that is, the advertisement delivery device recalls the first candidate advertisement data according to the first tag and the user portrait.

[0193] Step 5: Sorting, that is, the advertisement delivery device sorts the first candidate advertisement data to obtain second candidate advertisement data.

[0194] Step 6: body control, that is, the advertisement delivery device performs experience control processing on the second candidate data to obtain advertisement data.

[0195] Step 7: The advertisement delivery device returns the advertisement data to the electronic device and exposes it.

[0196] In the embodiment of the present application, the electronic device can first map the user data to a fine-grained second tag, and then map the second tag to the first tag according to the tag mapping library. Because the granularity of the tag used by the electronic device is smaller than the granularity of the tag used by the advertising delivery device, in the embodiment of the present application, the electronic device can gradually convert the user data into a coarse-grained first tag, which is less difficult to calculate.

[0197] As described in the above embodiment, the technical solution of an electronic device carrying a first tag when sending an advertisement request to an advertisement delivery device is introduced. The advertisement delivery device can determine the user characteristics based on the first tag, and then match accurate advertisement data for the user. In some embodiments, in order to further expand the recall scale of advertisement data, in the embodiment of the present application, the electronic device can also determine the population package that matches the first tag based on the first tag, so that when the electronic device sends an advertisement request to the advertisement delivery device, the advertisement request can include the first tag and / or the population package. In this example, the advertisement delivery device can match advertisement data for the electronic device based on the first tag and / or the population package to expand the recall scale of advertisement data.

[0198] Reference Fig. 6A The advertising delivery method provided in the embodiment of the present application may include:

[0199] S601, the electronic device collects user data.

[0200] S602: The electronic device determines, based on the user data, a second tag that matches the user data.

[0201] S603: The electronic device maps the second tag to the first tag according to the tag mapping library.

[0202] S601 - S603 may refer to the description of S501 - S503 .

[0203] S604: The electronic device determines, based on the first tag, a group of people matching the first tag.

[0204] In some embodiments, at least one crowd package rule may be preconfigured, and a crowd package rule may be regarded as a nested combination of multiple labels used by the advertising delivery device. Exemplarily, the labels may include: label a, label b, label c, label d, label e, and label f. For example, the nested combination may be: label a, label b, and label c are processed by "any one of AND, OR, and NOT" to obtain a first label combination, label d, label e, and label f ​​are processed by "any one of AND, OR, and NOT" to obtain a second label combination, and then the first label combination and the second label combination are processed by "any one of intersection, union, or difference".

[0205] In some embodiments, the scope of a crowd package may be greater than the scope of a tag used by the advertisement delivery device. For example, the tags used by the advertisement delivery device may include travel enthusiasts, bicycle enthusiasts, mountaineering enthusiasts, etc., and the crowd package may be sports enthusiasts, including travel enthusiasts, bicycle enthusiasts, and mountaineering enthusiasts. The scope of the crowd package is greater than the scope of the first tag.

[0206] In some embodiments, the crowd packages used by advertisers may be pre-ranked according to the frequency of use, for example, the top N crowd packages may be selected and configured in the electronic device. N may be 100, for example.

[0207] In an embodiment of the present application, the electronic device can traverse at least one crowd package rule according to the first tag, and use the crowd package that hits the crowd package rule as the crowd package matching the first tag. The rule of the crowd package matching the first tag includes the first tag. In some embodiments, there can be multiple first tags, and there can be one or more crowd packages.

[0208] In some embodiments, the electronic device may query the first tag in the mapping memory table of the first tag, traverse the crowd package rules (such as the top100 crowd package rules), and determine the crowd package that matches the first tag. In some embodiments, the crowd package may be described by a crowd package ID, number, or crowd package name. The crowd package ID is used as an example in the following embodiments.

[0209] Exemplarily, the crowd package rule is shown as follows:

[0210]

[0211] Here, enviroment indicates whether the tag type is the first AID subtag or the second DID subtag.

[0212] As shown above, a crowd package rule usually consists of an environment field and several audience_id fields, and one audience_id consists of several rules. An audience_id field and several rules that make up the audience_id can represent a crowd package rule. The above shows multiple crowd package rules.

[0213] For example, a gender tag is used in the crowd package rule of "audience_id", such as the tag name tagName is "gender_new_dev", and the tag value tagValue can be "g_m" (male). Then for this crowd package rule, the electronic device can take out the first tag with the tag name tagName "gender_new_dev" from the mapping memory table of the first tag. If the value tagValue of the first tag is "g_m", the first tag hits the crowd package rule, and the crowd package "audience_id" corresponding to the first tag can be determined and stored. audience_id can represent the crowd package ID.

[0214] According to the method, in some embodiments, for all first tags stored in the electronic device, the electronic device can traverse all crowd package rules to obtain a matching crowd package ID, and the electronic device can store the crowd package ID. In some embodiments, the electronic device can write the crowd package IDs in batches into a crowd package ID file. The content format of the crowd package ID file can be as follows:

[0215] <audience_id1>

[0216] <audience_id2>

[0217] <audience_id3>

[0218] In the crowd package ID file, one row represents one crowd package ID. It should be understood that the crowd package ID file includes at least one crowd package ID.

[0219] In some embodiments, in order to facilitate external acquisition of crowd packages (or crowd package IDs), an interface for obtaining crowd package IDs can be encapsulated in the electronic device, and the interface supports returning a certain number of crowd package ID JSON strings according to the configuration. The crowd package ID JSON string is used to characterize the crowd package. The format of the crowd package ID JSON string can be as follows:

[0220] {

[0221] "audience_id_1",

[0222] "audience_id_2", ...

[0224] }

[0225] In some embodiments, the crowd package is not sensitive data, and the electronic device determines the crowd package that matches the first label based on the first label, which can be regarded as a third desensitization process for the user data.

[0226] S605, the electronic device sends an advertisement request to the advertisement delivery device, where the advertisement request includes a first tag and / or a crowd package.

[0227] S606: The advertisement delivery device matches advertisement data for the electronic device according to the first tag and / or the crowd package.

[0228] In some embodiments, when the advertisement request includes the first tag, the advertisement delivery device may match advertisement data for the electronic device according to the first tag and the tag index library, and reference may be made to the description in S505.

[0229] In some embodiments, a crowd package index library may be preconfigured, and the crowd package index library may include crowd packages and advertisement data mapped by the crowd packages. The advertisement delivery device may query the advertisement data mapped by the crowd package in the crowd package index library according to the crowd package, and use the advertisement data mapped by the crowd package as the electronic device matching advertisement data.

[0230] In some embodiments, when an advertisement request includes a first tag and a crowd package, the advertisement delivery device can match the first advertisement data for the electronic device based on the first tag and the tag index library, and the advertisement delivery device can match the second advertisement data for the electronic device based on the crowd package and the crowd package index library.

[0231] After the advertisement delivery device determines the first advertisement data and the second advertisement data, because the crowd package is composed of multiple tags used by the advertisement delivery device, in some embodiments, the recall scale of the second advertisement data can be greater than the recall scale of the first advertisement data. In some embodiments, the advertisement delivery device can use the second advertisement data as advertisement data matched by the electronic device. In some embodiments, in order to more comprehensively deliver advertisement data to the electronic device, the advertisement delivery device can use the first advertisement data and the second advertisement data as advertisement data matched by the electronic device.

[0232] S607: The advertisement delivery device sends advertisement data to the electronic device.

[0233] S607 may refer to the description in S506.

[0234] Figure 6B for Fig. 6AA simplified flow chart of Figure 6B The advertising delivery method provided in the embodiment of the present application includes:

[0235] Step 1: The electronic device collects user data.

[0236] Step 2A: The electronic device determines a second tag that matches the user data.

[0237] Step 2B: The electronic device maps the second tag to the first tag.

[0238] Step 3A: The electronic device determines a crowd package matching the first tag according to the first tag.

[0239] Step 3B: The electronic device initiates an advertisement request, where the advertisement request includes a first tag and / or a crowd package.

[0240] Step 4B: recalling advertisements, that is, the advertisement delivery device recalls the first candidate advertisement data according to the first tag and / or the crowd package, and the user portrait.

[0241] It should be understood that the first candidate advertisement data in step 4, step 4A and step 4B may be different. Figure 4B , Figure 5B ,as well as Figure 6B The second candidate advertisement data in step 5 may be different.

[0242] Step 5: Sorting, that is, the advertisement delivery device sorts the first candidate advertisement data to obtain second candidate advertisement data.

[0243] Step 6: body control, that is, the advertisement delivery device performs experience control processing on the second candidate data to obtain advertisement data.

[0244] Step 7: The advertisement delivery device returns the advertisement data to the electronic device and exposes it.

[0245] In the embodiment of the present application, the electronic device can determine the crowd package that matches the first tag based on the first tag, so that when the electronic device sends an advertisement request to the advertisement delivery device, the advertisement request can include the first tag and / or the crowd package. In this example, the advertisement delivery device can match the advertisement data for the electronic device based on the first tag and / or the crowd package, which can expand the recall scale of the advertisement data and deliver the advertisement data to the electronic device more comprehensively.

[0246] The following describes the advertising delivery method provided in the embodiment of the present application from the perspective of the interaction between the internal modules of the electronic device and the internal modules of the advertising delivery device. Figure 7 A schematic diagram of the interaction between an electronic device and an advertisement delivery device provided in an embodiment of the present application.

[0247] Reference Figure 7 , the electronic device may include: a user data processing module and an APP. Figure 7 In the description, an APP in an electronic device is used as an example. It should be understood that the electronic device may include multiple APPs. In some embodiments, an advertising software development kit (SDK) may be integrated in the APP.

[0248] The advertisement delivery device may include: an advertisement recall engine, an advertisement ranking engine, an advertisement experience control engine, and an advertisement engine.

[0249] The user data processing module is used to execute S401-S402, S501-S503 or S601-S604. In some embodiments, the user data processing module can also be divided into more detailed modules, each module is used to execute different steps in S401-S402, S501-S503 or S601-S604, and the embodiment of the present application is not limited to this.

[0250] Here we take the ad request including the first tag and the crowd package as an example:

[0251] The APP integrates the advertising SDK, and the APP can periodically call the interface for obtaining the first tag according to the configuration, obtain the first tag JSON string, and record it in the local memory. Once the APP sends an advertising request to the advertising delivery device, the APP can encapsulate the first tag JSON string into the tag field of the advertising request, and send the advertising request to the advertising recall engine in the advertising delivery device.

[0252] The APP integrates the advertising SDK, and the APP can periodically call the interface for obtaining the crowd package according to the configuration, obtain the crowd package ID, and record it in the local memory. Once the APP sends an advertising request to the advertising delivery device, the APP can encapsulate the crowd package ID JSON string into the crowd package (audIds) field of the advertising request, and send the advertising request to the advertising recall engine in the advertising delivery device.

[0253] In some embodiments, the APP may be transmitted through an advertisement exchange (ADX) to an advertisement recall engine in an advertisement delivery device.

[0254] The advertisement recall engine is used to parse the first tag and the crowd package ID from the advertisement request, and match the first candidate advertisement data for the electronic device according to the first tag and the crowd package.

[0255] Specifically, in some embodiments, in a scenario without a cross-application identifier, the advertisement recall engine cannot use the user portrait, and the advertisement recall engine can match advertisement data for the electronic device based on the first tag and the crowd package. In some embodiments, in a scenario with a cross-application identifier, the advertisement recall engine can use the user portrait, and the advertisement recall engine can associate the user portrait based on the cross-application identifier, and fuse the user portrait and the first tag, and the advertisement recall engine can match advertisement data for the electronic device based on the user portrait, the first tag, and the crowd package.

[0256] The advertisement ranking engine is used to perform ranking calculation on the first candidate advertisement data to obtain the first candidate advertisement data with a higher predicted CTCVR and a higher ECPM as the second candidate advertisement data.

[0257] The advertising experience control engine is used to calculate the predicted conversion rate and / or the predicted experience level of the second candidate advertising data according to preset experience control rules. The advertising experience control engine can use the second candidate advertising data with the highest predicted conversion rate and / or the second candidate advertising data with the highest predicted experience level as the electronic device matching advertising data.

[0258] Advertising engine, used to send advertising data to APP.

[0259] APP is also used to display advertisements based on advertising data.

[0260] The advertisement delivery method provided in the embodiment of the present application has the same technical scheme and technical effect as the above-mentioned embodiment, and reference can be made to the description in the above-mentioned embodiment.

[0261] It should be noted that the user data (including but not limited to user device information, user personal information, etc.) and data (including but not limited to data used for analysis, stored data, displayed data, etc.) involved in this application are all information and data authorized by the user or fully authorized by all parties, and the collection, use and processing of relevant data must comply with the relevant laws, regulations and standards of the relevant countries and regions, and provide corresponding operation entrances for users to choose to authorize or refuse.

[0262] In one embodiment, the present application also provides an electronic device, referring to Figure 8 , the electronic device may include: a processor 801 (such as a CPU), and a memory 802. The memory 802 may include a high-speed random access memory (RAM), and may also include a non-volatile memory (NVM), such as at least one disk memory. The memory 802 may store various instructions for completing various processing functions and implementing the method steps of the present application.

[0263] Optionally, the electronic device involved in the present application may further include: a power supply 803, a communication bus 804 and a communication port 805. The above-mentioned communication port 805 is used to realize the connection and communication between the electronic device and other peripherals. In the embodiment of the present application, the memory 802 is used to store computer executable program code, and the program code includes instructions; when the processor 801 executes the instruction, the instruction causes the processor 801 of the electronic device to perform the action in the above-mentioned method embodiment, and its implementation principle and technical effect are similar, which will not be repeated here.

[0264] Optionally, the electronic device may further include: a display screen 806. The display screen 806 is used to display an interface of the electronic device. Exemplarily, the display screen 806 may display advertisements.

[0265] It should be noted that the modules or components described in the above embodiments may be one or more integrated circuits configured to implement the above methods, such as one or more application specific integrated circuits (ASICs), or one or more digital signal processors (DSPs), or one or more field programmable gate arrays (FPGAs). For another example, when a module above is implemented in the form of a processing element scheduling program code, the processing element may be a general-purpose processor, such as a central processing unit (CPU) or other processors that can call program codes, such as a controller. For another example, these modules may be integrated together and implemented in the form of a system-on-a-chip (SOC).

[0266] In the above embodiments, it can be implemented in whole or in part by software, hardware, firmware or any combination thereof. When implemented using software, it can be implemented in whole or in part in the form of a computer program product. The computer program product includes one or more computer instructions. When loading and executing computer program instructions on a computer, the process or function according to the embodiment of the present application is generated in whole or in part. 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 transmitted from one computer-readable storage medium to another computer-readable storage medium. For example, the computer instructions can be transmitted from a website site, a computer, a server or a data center by wired (e.g., coaxial cable, optical fiber, digital subscriber line (DSL)) or wireless (e.g., infrared, wireless, microwave, etc.) mode to another website site, computer, server or data center. The computer-readable storage medium can be any available medium that a computer can access or a data storage device such as a server, a data center, etc. that contains one or more available media integrated. The available medium can be a magnetic medium, (e.g., a floppy disk, a hard disk, a tape), an optical medium (e.g., a DVD), or a semiconductor medium (e.g., a solid-state hard disk Solid State Disk (SSD)), etc.

[0267] The term "plurality" in this article refers to two or more than two. The term "and / or" in this article is only a description of the association relationship of associated objects, indicating that three relationships may exist. For example, A and / or B can represent: A exists alone, A and B exist at the same time, and B exists alone. In addition, the character " / " in this article generally indicates that the previous and next associated objects are in an "or" relationship; in the formula, the character " / " indicates that the previous and next associated objects are in a "division" relationship. In addition, it should be understood that in the description of this application, words such as "first" and "second" are only used for the purpose of distinguishing descriptions, and cannot be understood as indicating or implying relative importance, nor can they be understood as indicating or implying order.

[0268] It should be understood that the various numerical numbers involved in the embodiments of the present application are only used for the convenience of description and are not used to limit the scope of the embodiments of the present application.

[0269] It can be understood that in the embodiments of the present application, the size of the serial numbers of the above-mentioned processes does not mean the order of execution. The execution order of each process should be determined by its function and internal logic, and should not constitute any limitation on the implementation process of the embodiments of the present application.

Claims

1. An advertisement delivery method, characterized in that: Used in electronic equipment, including: Collecting user data, the user data including user information and behavior data of the user on the electronic device; Mapping the user data to a first label to perform desensitization processing on the user data; Sending an advertisement request to an advertisement delivery device, wherein the advertisement request includes the first tag, and the first tag is used by the advertisement delivery device to match advertisement data for the electronic device; The advertisement data is received from the advertisement delivery device.

2. The method according to claim 1, characterized in that The first tag is a tag used by the advertisement delivery device, and mapping the user data to the first tag includes: Determine, according to the user data, a second tag matching the user data, where the second tag is a tag used by the electronic device; The second tag is mapped to the first tag according to a tag mapping library, wherein the tag mapping library is used to represent a mapping relationship between a tag used by the electronic device and a tag used by the advertisement delivery device.

3. The method according to claim 2, characterized in that After mapping the second label to the first label, the method further includes: Detecting whether the first tag is included in a tag whitelist, where the tag whitelist includes tags that are frequently used by the advertisement delivery device; If yes, set the flag bit of the first tag to the first flag bit; If not, set the flag bit of the first tag to the second flag bit.

4. The method according to claim 2 or 3, characterized in that: The granularity of the first tag is greater than or equal to the granularity of the second tag.

5. The method according to any one of claims 2 to 4, characterized in that: The behavior data includes at least one of the following: Behavioral data of operating an application within a preset time period, behavioral data of operating a lite version of an application within the preset time period, behavioral data of operating an interface within the preset time period, behavioral data of operating advertisements on the interface within the preset time period, behavioral data of operating notification messages within the preset time period, and content information of the interface of the application displayed on the electronic device within the preset time period.

6. The method according to any one of claims 2 to 4, characterized in that: The second label may include at least one of the following: a user information label, a preference label, a rating label, and a fact label.

7. The method according to any one of claims 1 to 6, characterized in that After mapping the user data to the first tag, the method further includes: According to the first tag, a population package matching the first tag is determined, the advertisement request includes the first tag and / or the population package, and the first tag and the population package are both used by the advertisement delivery device to match advertisement data for the electronic device.

8. The method according to claim 7, characterized in that The step of determining, according to the first label, a group of people matching the first label includes: According to at least one crowd package rule, the crowd package corresponding to the crowd package rule hit by the first tag is used as the crowd package matching the first tag, and the crowd package rule includes at least one tag used by the advertisement delivery device.

9. An electronic device, characterized in that: include: Processor and memory; The memory stores computer-executable instructions; The processor executes the computer-executable instructions stored in the memory, so that the processor performs the method according to any one of claims 1 to 8.

10. A computer-readable storage medium, characterized in that: The computer-readable storage medium stores a computer program or instruction, and when the computer program or instruction is executed, the method according to any one of claims 1 to 8 is implemented.

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