Advertisement putting method and device and storage medium

Abstract

The invention relates to an advertisement putting method and device and a storage medium. The advertisement putting method comprises the steps that in response to the fact that a user starts an information flow display function at a client side, the client side sends an information flow request to a server side, and the target content information flow request is used for requesting to obtain information flow content displayed at the client side and requesting to put an advertisement in the information flow. And acquiring information flow information sent by the server in response to the information flow request, and analyzing an advertisement identifier included in the information flow information. And in response to the fact that the advertisement identifier is analyzed to be used for identifying a space-occupying advertisement, filling the space-occupying advertisement in the information stream, the space-occupying advertisement being a replaceable advertisement used for filling a vacant advertisement space, and being determined by the server based on the information stream content and / or a fixed advertisement space. According to the method and the device, the occupied advertisement can be determined and filled, so that the filling rate of the advertisement is improved, and the advertisement revenue is increased.

Description

Technical Field

[0001] The present disclosure relates to the field of advertising technology, and in particular, to an advertising placement method, apparatus, and storage medium. Background Art

[0002] With the rapid development of the mobile Internet, in-feed advertising has become one of the important forms of advertising placement. In the in-feed scenario, the filling situation of advertisements directly affects the advertising effect and user experience. However, in the prior art, there are problems such as inflexible assembly of advertisement content and in-feed content, and inability to maximize revenue in advertising placement. Therefore, how to effectively control terminal advertising placement has become an urgent problem to be solved currently. Summary of the Invention

[0003] To overcome the problems existing in the related art, the present disclosure provides an advertising placement method, apparatus, and storage medium.

[0004] According to a first aspect of an embodiment of the present disclosure, an advertising placement method is provided, including:

[0005] Sending an in-feed request to a server, where the target content in-feed request is used to request to obtain in-feed content to be displayed on a client and request to place an advertisement in the in-feed; obtaining the in-feed information sent by the server in response to the in-feed request, and parsing an advertisement identifier included in the in-feed information, where the advertisement identifier is used to identify a placeholder advertisement; and filling the placeholder advertisement in the in-feed based on the advertisement identifier, where the placeholder advertisement is a replaceable advertisement for filling a vacant advertisement space and is determined by the server based on the in-feed content and / or a fixed advertisement space.

[0006] In one implementation, filling the placeholder advertisement in the in-feed includes:

[0007] Obtaining a flexible advertisement pool pre-cached in the client, where the flexible advertisements included in the flexible advertisement pool are used to cover the placeholder advertisement; determining a flexible advertisement meeting the conditions in the flexible advertisement pool, and using the flexible advertisement meeting the conditions to cover the placeholder advertisement in the in-feed, so as to complete filling the placeholder advertisement in the in-feed.

[0008] In one implementation, the method further includes:

[0009] In response to the absence of a flexible advertisement meeting the conditions in the flexible advertisement pool, requesting the server to obtain a flexible advertisement; and using the flexible advertisement obtained from the server to cover the placeholder advertisement in the in-feed, so as to complete filling the placeholder advertisement in the in-feed.

[0010] In one implementation, the qualified flexible advertisement includes:

[0011] A flexible advertisement with the same advertisement type as the placeholder advertisement corresponding thereto; or a flexible advertisement determined based on a preset algorithm to have a matching value greater than a matching threshold with respect to the placeholder advertisement.

[0012] According to a second aspect of the embodiments of the present disclosure, there is provided an advertisement placement method, including:

[0013] Obtaining an information flow request sent by a client, where the information flow request is used to request to obtain information flow content to be displayed on the client and to request to place an advertisement in the information flow; determining a placeholder advertisement based on the information flow content and / or a fixed advertisement space, where the placeholder advertisement is a replaceable advertisement for filling a vacant advertisement space; and sending information flow information to the client, where the information flow information includes an advertisement identifier, so that the client fills the placeholder advertisement in the information flow based on the advertisement identifier, where the advertisement identifier is used to identify the placeholder advertisement.

[0014] In one implementation, the determining the placeholder advertisement based on the information flow content and / or the fixed advertisement space includes:

[0015] In response to a vacant advertisement space existing in the fixed advertisement space, filling the vacant advertisement space with a placeholder advertisement; or in response to the fixed advertisement space being filled and the ratio between the number of information flow content items and the number of fixed advertisement spaces being greater than a threshold, supplementing an advertisement space and filling the supplemented advertisement space with a placeholder advertisement.

[0016] According to a third aspect of the embodiments of the present disclosure, there is provided an advertisement placement device, including:

[0017] A request unit configured to send an information flow request to a server, where the information flow request is used to request to obtain information flow content to be displayed on a client and to request to place an advertisement in the information flow; an obtaining unit configured to obtain the information flow information sent by the server in response to the information flow request and parse the advertisement identifier included in the information flow information, where the advertisement identifier is used to identify a placeholder advertisement; and a processing unit configured to fill the placeholder advertisement in the information flow based on the advertisement identifier, where the placeholder advertisement is a replaceable advertisement for filling a vacant advertisement space and is determined by the server based on the information flow content and / or the fixed advertisement space.

[0018] In one implementation, the processing unit fills the placeholder advertisement in the information flow in the following manner:

[0019] Obtain the pre-cached flexible advertisement pool in the client, where the flexible advertisements included in the flexible advertisement pool are used to cover the placeholder advertisements; determine the flexible advertisements that meet the conditions in the flexible advertisement pool, and use the flexible advertisements that meet the conditions to cover the placeholder advertisements in the information flow, so as to complete the filling of the placeholder advertisements in the information flow.

[0020] In one implementation, the processing unit is further configured to:

[0021] In response to the absence of flexible advertisements that meet the conditions in the flexible advertisement pool, request the server to obtain flexible advertisements; use the flexible advertisements obtained from the server to cover the placeholder advertisements in the information flow, so as to complete the filling of the placeholder advertisements in the information flow.

[0022] In one implementation, the flexible advertisements that meet the conditions include:

[0023] Flexible advertisements of the same advertisement type as the placeholder advertisement; or flexible advertisements whose matching value with the placeholder advertisement is determined to be greater than the matching threshold based on a preset algorithm.

[0024] According to a fourth aspect of the embodiments of the present disclosure, there is provided an advertisement placement device, including:

[0025] An acquisition unit, configured to acquire an information flow request sent by a client, where the information flow request is used to request to acquire information flow content displayed on the client and request to place an advertisement in the information flow; a determination unit, configured to determine a placeholder advertisement based on the information flow content and / or a fixed advertisement space, where the placeholder advertisement is a replaceable advertisement used to fill a vacant advertisement space; a sending unit, configured to send information flow information to the client, where the information flow information includes an advertisement identifier, so that the client fills the placeholder advertisement in the information flow based on the advertisement identifier, where the advertisement identifier is used to identify the placeholder advertisement.

[0026] In one implementation, the determination unit determines the placeholder advertisement based on the information flow content and / or the fixed advertisement space in the following manner:

[0027] In response to the existence of unfilled advertisement spaces in the fixed advertisement space, fill the placeholder advertisement in the unfilled advertisement spaces; or in response to the completion of filling of the fixed advertisement space and the ratio between the number of information flow content entries and the number of fixed advertisement spaces being greater than a threshold, supplement advertisement spaces and fill the placeholder advertisement in the supplemented advertisement spaces.

[0028] According to a fifth aspect of the embodiments of the present disclosure, there is provided an advertisement placement device, including:

[0029] A processor; a memory for storing processor-executable instructions; wherein the processor is configured to execute the advertisement placement method described in the first aspect or any one of the embodiments of the first aspect.

[0030] According to a sixth aspect of the embodiments of the present disclosure, there is provided an advertisement placement device, including:

[0031] A processor; a memory for storing processor-executable instructions; wherein the processor is configured to execute the advertisement placement method described in the second aspect or any one of the embodiments of the second aspect.

[0032] According to a seventh aspect of the embodiments of the present disclosure, there is provided a storage medium storing instructions that, when executed by a processor of a terminal, enable the terminal to perform the method described in any item of the first aspect or any one of the embodiments of the first aspect.

[0033] According to an eighth aspect of the embodiments of the present disclosure, there is provided a storage medium storing instructions that, when executed by a processor of a terminal, enable the terminal to perform the method described in any item of the second aspect or any one of the embodiments of the second aspect.

[0034] The technical solutions provided by the embodiments of the present disclosure may include the following beneficial effects: The client fills the placeholder advertisement in the information flow information sent by the server, where the placeholder advertisement in the information flow information is determined based on the information flow content and the fixed advertisement space, realizing dynamic advertisement filling based on the information flow content of each request, improving the advertisement filling efficiency, and increasing the advertisement revenue.

[0035] It should be understood that the above general description and the following detailed description are only exemplary and explanatory, and do not limit the present disclosure. BRIEF DESCRIPTION OF THE DRAWINGS

[0036] The accompanying drawings herein are incorporated into the specification and constitute a part of this specification, showing embodiments consistent with the present disclosure and used together with the specification to explain the principles of the present disclosure.

[0037] Figure 1 is a flowchart of an advertisement placement method shown according to an exemplary embodiment.

[0038] Figure 2 is a flowchart of a placeholder advertisement determination method shown according to an exemplary embodiment.

[0039] Figure 3 is a flowchart of a placeholder advertisement filling method shown according to an exemplary embodiment.

[0040] Figure 4It is a flowchart of a placeholder advertisement filling method shown according to an exemplary embodiment.

[0041] Figure 5 It is a flowchart of an advertisement delivery method shown according to an exemplary embodiment.

[0042] Figure 6 It is a flowchart of a placeholder advertisement determination method shown according to an exemplary embodiment.

[0043] Figure 7 It is a schematic flowchart of an advertisement delivery method shown according to an exemplary embodiment of the present disclosure.

[0044] Figure 8 It is a block diagram of an advertisement delivery device 100 shown according to an exemplary embodiment.

[0045] Figure 9 It is a block diagram of an advertisement delivery device 200 shown according to an exemplary embodiment.

[0046] Figure 10 It is a block diagram of a device 300 for advertisement delivery shown according to an exemplary embodiment.

[0047] Figure 11 It is a block diagram of a device 400 for advertisement delivery shown according to an exemplary embodiment. Detailed implementation manners

[0048] Here, the exemplary embodiments will be described in detail, and the examples are shown in the drawings. When the following description refers to the drawings, unless otherwise indicated, the same numbers in different drawings represent the same or similar elements. The implementation manners described in the following exemplary embodiments do not represent all implementation manners consistent with the present disclosure.

[0049] In the drawings, the same or similar reference numerals represent the same or similar elements or elements having the same or similar functions from beginning to end. The described embodiments are some embodiments of the present disclosure, rather than all embodiments. The embodiments described below with reference to the drawings are exemplary and are intended to explain the present disclosure, and should not be construed as a limitation to the present disclosure. All other embodiments obtained by those of ordinary skill in the art based on the embodiments in the present disclosure without creative efforts belong to the scope of protection of the present disclosure. The embodiments of the present disclosure will be described in detail below with reference to the drawings.

[0050] The advertising placement method provided by the embodiments of the present disclosure is applied to the field of advertising technology. The advertising placement method provided by the embodiments of the present disclosure is mainly used to reasonably fill advertising content in the information stream to maximize revenue. In the embodiments of the present disclosure, the main source of income for information-based applications is the information stream advertising service of the product. Among them, the advertising data comes from the commercial platform corresponding to the application and is placed by advertisers. The prices and fill rates corresponding to different positions in the information stream are different for advertising content, and it is not possible to ensure that every information stream request can have an advertisement filled. Moreover, the amount of content returned by each data request is not completely fixed, but the advertising positions are fixed, making it impossible to meet the advertising filling based on the ratio of content to advertisement, resulting in content waste and the inability to maximize revenue.

[0051] In view of this, the embodiments of the present disclosure provide an advertising placement method. The server supplements placeholder advertisements into the target content, and the client uses flexible advertisements to replace the placeholder advertisements, and finally renders and displays the information stream, so as to realize the placement of advertisement information in the real content. Improve the placement coverage rate of advertisements and maximize the revenue of the advertising platform.

[0052] It should be understood that in the embodiments of the present disclosure, the client application can be created using a cross-thread framework such as the MMKV framework, so that the information stream advertisement thread and the detail page advertisement thread in the client application can simultaneously access the data in the advertisement pool.

[0053] Figure 1 It is a flowchart of an advertising placement method shown according to an exemplary embodiment, as Figure 1 shown, including the following steps.

[0054] In step S11, in response to the user enabling the information stream display function on the client, the client sends an information stream request to the server.

[0055] In the embodiments of the present disclosure, the information stream request is used to request to obtain the information stream content displayed on the client and to request to place advertisements in the information stream. The client enabling the information stream display function can be the startup of the client application or a trigger operation by the user in the client. For example, the user clicks on the information stream display page, etc. By sending an information stream request from the client to the server, the information stream content containing advertisement content is obtained.

[0056] In step S12, obtain the information stream information sent by the server in response to the information stream request, and parse the advertisement identifier included in the information stream information.

[0057] In the embodiments of the present disclosure, in response to receiving an information flow request, the server sends information flow information to the client that sends the information flow request, where the information flow information includes advertisements, and the advertisements include different advertisement identifiers. The client receives the information flow information sent by the server and parses the information flow to obtain the advertisement identifiers in the information flow.

[0058] In the embodiments of the present disclosure, the advertisement identifier is used to identify the placeholder advertisement.

[0059] In step S13, based on the advertisement identifier, the placeholder advertisements in the information flow are filled. The placeholder advertisement is a replaceable advertisement used to fill the vacant advertisement space, and is determined by the server based on the information flow content and / or the fixed advertisement space.

[0060] In the embodiments of the present disclosure, when the client parses the advertisement identifier used to identify the placeholder advertisement, the advertisement in the information flow containing such an advertisement identifier is filled. Since the placeholder advertisement is a replaceable advertisement used to fill the vacant advertisement space, that is, the placeholder advertisement itself is used to temporarily fill the vacant advertisement space in the information flow. The placeholder advertisement may have one or more corresponding advertisement type information, which is used to indicate that the placeholder advertisement can be replaced by the corresponding one or more advertisement type information.

[0061] In the embodiments of the present disclosure, the placeholder advertisement can be determined based on the information flow content. For example, in response to the number of information flow content entries being greater than a, b placeholder advertisements are added to the information flow content. The placeholder advertisement can also be determined based on the fixed advertisement space. For example, the sum of the number of fixed advertisement spaces and the number of placeholder advertisements in the information flow content is set to c.

[0062] In the embodiments of the present disclosure, the placeholder advertisement is mainly used for the server to fill the unfilled advertisement space and, when the ratio of content to advertisement does not meet the expectation, to fill additional advertisement content.

[0063] Figure 2 is a flowchart of a method for determining a placeholder advertisement shown according to an exemplary embodiment, as Figure 2 shown, and includes the following steps.

[0064] In step S21, in response to the existence of unfilled advertisement spaces in the fixed advertisement spaces, placeholder advertisements are filled in the unfilled advertisement spaces.

[0065] In the embodiments of the present disclosure, the fixed advertisement space is an advertisement space that has been set in the information flow content.

[0066] In the embodiments of the present disclosure, before filling the placeholder advertisement, the server fills the existing fixed advertisement spaces in the information stream. When the advertisements used to fill the advertisement spaces cannot fill all the existing advertisement spaces, there are some advertisement spaces with unfilled advertisement content. To avoid wasting the space resources of the advertisement spaces due to the lack of advertisement content, placeholder advertisements are used for filling. It should be understood that the placeholder advertisement can be blank advertisement content or default advertisement content information can be set.

[0067] In step S22, in response to the completion of filling the fixed advertisement spaces and the ratio between the number of information stream content entries and the number of fixed advertisement spaces being greater than the threshold, additional advertisement spaces are supplemented and placeholder advertisements are filled in the supplemented advertisement spaces.

[0068] In the embodiments of the present disclosure, if the filling of the fixed advertisement spaces is completed, the ratio between the number of information stream content entries and the number of fixed advertisement spaces is further detected. Among them, the ratio between the number of information stream content entries and the number of fixed advertisement spaces is used to reflect the filling efficiency of the advertisements. Among them, the filling efficiency of the advertisements can be measured by a preset threshold to determine whether it meets the preset requirements. If it is detected that the ratio between the number of information stream content entries and the number of fixed advertisement spaces is greater than the threshold, it means that more advertisement spaces can be set and advertisement content can be filled to improve the advertisement revenue. Therefore, additional advertisement spaces are supplemented to the information stream and placeholder advertisements are filled in the supplemented advertisement spaces to improve the advertisement revenue.

[0069] In the embodiments of the present disclosure, after the client receives the information stream containing the placeholder advertisement, the client can use the advertisement content locally in the client or requested from the server to fill and replace the placeholder advertisement.

[0070] Figure 3 is a flowchart of a method for filling placeholder advertisements shown according to an exemplary embodiment, as Figure 3 shown, including the following steps.

[0071] In step S31, the flexible advertisement pool pre-cached in the client is obtained.

[0072] In the embodiments of the present disclosure, the flexible advertisements included in the flexible advertisement pool are used to cover the placeholder advertisements. The flexible advertisements can be various advertisement types. For example, the flexible advertisements can be large picture advertisements, video advertisements, or information stream advertisements, etc.

[0073] In the embodiments of the present disclosure, when the client enables the information stream display function, a flexible advertisement pool can be preset. The flexible advertisement pool temporarily stores a specific number of flexible advertisements. By pre-caching at least one flexible advertisement, it is used to cover the placeholder advertisement.

[0074] In step S32, determine the flexible ads that meet the conditions in the flexible ad pool, and use the flexible ads that meet the conditions to cover the placeholder ads in the information flow, so as to complete the filling of the placeholder ads in the information flow.

[0075] In an embodiment of the present disclosure, in response to the existence of flexible ads that meet the conditions in the flexible ad pool of the client, perform a covering operation on the placeholder ads using the flexible ads that meet the conditions, and replace the content of the placeholder ads with the content of the flexible ads, so as to complete the filling of the placeholder ads in the information flow.

[0076] In an embodiment of the present disclosure, in addition to using the flexible ads pre-stored in the local flexible ad pool to cover the placeholder ads in the information flow, it is also possible to request the flexible ads included in the server to cover the placeholder ads in the information flow.

[0077] Figure 4 It is a flowchart of a method for filling placeholder ads shown according to an exemplary embodiment, as Figure 4 shown, including the following steps.

[0078] In step S41, in response to the non-existence of flexible ads that meet the conditions in the flexible ad pool, request the server to obtain flexible ads.

[0079] In an embodiment of the present disclosure, if there are no pre-stored flexible ads that meet the conditions in the local flexible ad pool of the client, or the flexible ads that meet the conditions in the local flexible ad pool have been used up, and there are still placeholder messages in the information flow that have not been covered, the client can send a request to the server to obtain flexible ads, so as to obtain more flexible ads that meet the conditions.

[0080] In step S42, use the flexible ads obtained from the server to cover the placeholder ads in the information flow, so as to complete the filling of the placeholder ads in the information flow.

[0081] In an embodiment of the present disclosure, after the client obtains the flexible ads that meet the conditions sent by the server, use the flexible ads of the server to cover the placeholder ads in the information flow that have not been covered, and complete the filling of the placeholder ads in the information flow.

[0082] In an embodiment of the present disclosure, the flexible ads that meet the conditions may be flexible ads of the same ad type corresponding to the placeholder ads. For example, if the ad type corresponding to the placeholder ad is a large picture ad or a video ad, and the ad type of a certain flexible ad is a large picture ad, then this flexible ad is a flexible ad that meets the conditions. Or, determine the flexible ads whose matching value with the placeholder ad is greater than the matching threshold based on a preset algorithm.

[0083] Figure 5 It is a flowchart of an advertising placement method shown according to an exemplary embodiment, asFigure 5 As shown, it includes the following steps. Among them, Figure 5 The advertising placement method shown can be applied to a server, and of course, it can also be applied to other devices that can execute the following related methods.

[0084] In step S51, obtain the information flow request sent by the client.

[0085] In the embodiments of the present disclosure, the information flow request is used to request to obtain the information flow content displayed on the client and request to place an advertisement in the information flow. After the server obtains the information flow request sent by the client, it determines the information flow content to be sent to the client based on the information flow request and determines the advertisement to be placed in the information flow.

[0086] In step S52, determine the placeholder advertisement based on the information flow content and / or the fixed advertisement space.

[0087] In the embodiments of the present disclosure, the placeholder advertisement is a replaceable advertisement used to fill the vacant advertisement space. The steps for determining the placeholder advertisement are the same as Figure 2 steps S21 and S22 in, which will not be elaborated here and can refer to the relevant descriptions of the above embodiments.

[0088] In step S53, send the information flow information to the client.

[0089] In the embodiments of the present disclosure, the information flow information includes an advertisement identifier, so that the client fills the placeholder advertisement in the information flow based on the advertisement identifier, where the advertisement identifier is used to identify the placeholder advertisement. The server responds to the client that sends the information flow request with the information flow information including the information flow content, the advertisement content, and the advertisement identifier, so as to fill the placeholder advertisement in the information flow content and increase the advertisement filling amount in the information flow content.

[0090] Figure 6 is a flowchart of a method for determining a placeholder advertisement shown according to an exemplary embodiment. As Figure 6 shown, it includes the following steps.

[0091] In step S61, in response to the existence of an unfilled advertisement space in the fixed advertisement space, fill the unfilled advertisement space with a placeholder advertisement.

[0092] In the embodiments of the present disclosure, after the server detects that there are still unfilled advertisement spaces in the fixed advertisement spaces in the information flow content after the advertisement filling of the fixed advertisement spaces ends, it uses the placeholder advertisement to fill the still unfilled advertisement spaces. Since the placeholder advertisement can display the default advertisement content, it reduces the loss of advertising revenue.

[0093] In step S62 , in response to the fixed advertisement slots being filled and the ratio between the number of information stream content items and the number of fixed advertisement slots being greater than a threshold, advertisement slots are supplemented and placeholder advertisements are filled in the supplemented advertisement slots.

[0094] In the disclosed embodiment, after filling the fixed ad slots, the server obtains the ratio between the number of items in the information stream and the number of fixed ad slots, and compares the obtained ratio with a preset threshold. If the ratio is greater than the preset threshold, it is determined that additional ad slots need to be added to the information stream content, and placeholder ads are filled into the ad slots to increase the proportion of ads in the information stream and increase advertising revenue.

[0095] Figure 7 The figure is a flowchart of an advertisement delivery method according to an exemplary embodiment of the present disclosure.

[0096] exist Figure 7 In the example, the client application name is the desktop content center, and the flexible advertising information can be called flexible advertising. After the user enters the desktop content center, the client obtains the flexible advertising position advertisement and initializes the flexible advertising pool to ensure that the flexible advertising is included in the local flexible advertising pool. After obtaining the flexible advertising position, the client initiates a recommendation stream request to the server. After receiving the recommendation stream request, the server determines whether the fixed advertising position is successfully filled. If the fixed advertising position is successfully filled, it determines whether the number of content items is excessive. If it is detected that the fixed advertising position is not successfully filled or the number of content items is excessive, placeholder advertisements are added to the content. When it is detected that the number of content items is not excessive or that the addition of placeholder advertisements is completed, the content and advertisements are mixed, and after the content and advertisements are mixed, the information stream content is returned to the client. The client parses the received information stream information and detects whether there are placeholder advertisements in the information stream information. If it is detected that there are no placeholder advertisements in the information stream information, the information stream is directly rendered and the information stream content is presented. If the client detects the presence of placeholder ads in the information flow, it will again check whether there are available ads in the local flexible ad pool. In response to the presence of available ads in the flexible ad pool, it will use ads from the flexible ad pool to fill the ad. Assuming that the type corresponding to a placeholder ad is a large image ad, the client will check whether there are available large image ads in the flexible ad pool. If there are available large image ads, the information flow will be rendered; if there are no available large image ads, the flexible ad slot ads on the server will be requested. If it is detected that there are no available ads in the flexible ad pool, the flexible ad slot ads on the server will be directly requested and the information flow will be rendered.

[0097] In the embodiments of the present disclosure, by determining the placeholder advertisement in the information flow content by the server, and filling the placeholder advertisement in the received information flow information with a flexible advertisement in the client, the information flow content is effectively utilized, the advertisement placement efficiency in the information flow information is improved, and the advertisement is dynamically supplemented based on the number of items in the information flow content, thereby improving the advertisement revenue.

[0098] Based on the same concept, the embodiments of the present disclosure further provide an advertisement placement device.

[0099] It can be understood that, in order to implement the above functions, the advertisement placement device provided by the embodiments of the present disclosure includes the corresponding hardware structure and / or software module for executing each function. Combining the units and algorithm steps of the various examples disclosed in the embodiments of the present disclosure, the embodiments of the present disclosure can be implemented in the form of hardware or a 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. Those skilled in the art can use different methods to implement the described functions for each specific application, but such implementation should not be considered to exceed the scope of the technical solution of the embodiments of the present disclosure.

[0100] Figure 8 is a block diagram of an advertisement placement device 100 shown according to an exemplary embodiment. Referring to Figure 8 , the device includes a request unit 101, an acquisition unit 102, and a processing unit 103.

[0101] The request unit 101 is configured to, in response to the user enabling the information flow display function on the client, the client sends an information flow request to the server, and the information flow request is used to request to obtain the information flow content displayed on the client and request to place an advertisement in the information flow.

[0102] The acquisition unit 102 is configured to acquire the information flow information sent by the server in response to the information flow request, and parse the advertisement identifier included in the information flow information, and the advertisement identifier is used to identify the placeholder advertisement.

[0103] The processing unit 103 is configured to, based on the advertisement identifier, fill the placeholder advertisement in the information flow, and the placeholder advertisement is a replaceable advertisement used to fill the vacant advertisement space and is determined by the server based on the information flow content and / or the fixed advertisement space.

[0104] In one implementation, the placeholder advertisement in the information flow is determined by the server based on the information flow content and / or fixed advertisement space in at least one of the following ways: in response to the existence of an unfilled advertisement space in the fixed advertisement space, filling the unfilled advertisement space with a placeholder advertisement; or in response to the completion of filling the fixed advertisement space and the ratio between the number of information flow content entries and the number of fixed advertisement spaces being greater than a threshold value, supplementing an advertisement space and filling the supplemented advertisement space with a placeholder advertisement.

[0105] In one implementation, the processing unit 103 fills the placeholder advertisement in the information flow in the following way:

[0106] Obtaining a flexible advertisement pool pre-cached in the client, where the flexible advertisements included in the flexible advertisement pool are used to cover the placeholder advertisements; determining a flexible advertisement that meets the conditions in the flexible advertisement pool, and using the flexible advertisement that meets the conditions to cover the placeholder advertisement in the information flow, so as to complete the filling of the placeholder advertisement in the information flow.

[0107] In one implementation, the processing unit 103 is further configured to:

[0108] In response to the non-existence of a flexible advertisement that meets the conditions in the flexible advertisement pool, requesting the server to obtain a flexible advertisement; using the flexible advertisement obtained from the server to cover the placeholder advertisement in the information flow, so as to complete the filling of the placeholder advertisement in the information flow.

[0109] In one implementation, the flexible advertisement that meets the conditions includes: a flexible advertisement with the same advertisement type as the placeholder advertisement; or a flexible advertisement determined based on a preset algorithm and having a matching value greater than a matching threshold with the placeholder advertisement.

[0110] Figure 9 It is a block diagram of an advertisement delivery device 200 shown according to an exemplary embodiment. Refer to Figure 9 , the device includes an obtaining unit 201, a determining unit 202, and a sending unit 203.

[0111] The obtaining unit 201 is configured to obtain an information flow request sent by the client, where the information flow request is used to request to obtain the information flow content displayed on the client and to request to place an advertisement in the information flow.

[0112] The determining unit 202 is configured to determine a placeholder advertisement based on the information flow content and / or fixed advertisement space, and the placeholder advertisement is a replaceable advertisement used to fill a vacant advertisement space.

[0113] The sending unit 203 is configured to send information flow information to the client, where the information flow information includes an advertisement identifier, so that the client fills the placeholder advertisement in the information flow based on the advertisement identifier, where the advertisement identifier is used to identify the placeholder advertisement.

[0114] In one implementation, the determination unit 202 determines the placeholder advertisement based on the information flow content and / or the fixed advertisement space in the following manner: in response to the existence of an unfilled advertisement space in the fixed advertisement space, filling the unfilled advertisement space with a placeholder advertisement. Or in response to the completion of filling the fixed advertisement space and the ratio between the number of information flow content entries and the number of fixed advertisement spaces being greater than a threshold, supplementing the advertisement space and filling the supplemented advertisement space with a placeholder advertisement.

[0115] Regarding the device in the above embodiment, the specific manner in which each module performs operations has been described in detail in the embodiment related to the method, and will not be elaborated here.

[0116] Figure 10 FIG. 300 is a block diagram of a device 300 for advertising delivery according to an exemplary embodiment. For example, the device 300 may be a mobile phone, a computer, a digital broadcast terminal, a messaging device, a game console, a tablet device, a medical device, a fitness device, a personal digital assistant, etc.

[0117] Referring to Figure 10 , the device 300 may include one or more of the following components: a processing component 302, a memory 304, a power component 306, a multimedia component 308, an audio component 310, an input / output (I / O) interface 312, a sensor component 314, and a communication component 316.

[0118] The processing component 302 generally controls the overall operation of the device 300, such as operations associated with display, telephone call, data communication, camera operation, and recording operation. The processing component 302 may include one or more processors 320 to execute instructions to complete all or part of the steps of the above method. In addition, the processing component 302 may include one or more modules to facilitate the interaction between the processing component 302 and other components. For example, the processing component 302 may include a multimedia module to facilitate the interaction between the multimedia component 308 and the processing component 302.

[0119] The memory 304 is configured to store various types of data to support the operation of the device 300. Examples of these data include instructions for any application or method operating on the device 300, contact data, phone book data, messages, pictures, videos, etc. The memory 304 may be implemented by any type of volatile or non-volatile storage device or a combination thereof, such as static random access memory (SRAM), electrically erasable programmable read-only memory (EEPROM), erasable programmable read-only memory (EPROM), programmable read-only memory (PROM), read-only memory (ROM), magnetic memory, flash memory, a magnetic disk, or an optical disk.

[0120] The power component 306 provides power for various components of the device 300. The power component 306 may include a power management system, one or more power sources, and other components associated with generating, managing, and distributing power for the device 300.

[0121] The multimedia component 308 includes a screen that provides an output interface between the device 300 and the user. In some embodiments, the screen may include a liquid crystal display (LCD) and a touch panel (TP). If the screen includes a touch panel, the screen can be implemented as a touch screen to receive input signals from the user. The touch panel includes one or more touch sensors to sense touches, swipes, and gestures on the touch panel. The touch sensors can not only sense the boundaries of the touch or swipe actions, but also detect the duration and pressure associated with the touch or swipe operation. In some embodiments, the multimedia component 308 includes a front camera and / or a rear camera. When the device 300 is in an operating mode, such as a shooting mode or a video mode, the front camera and / or the rear camera can receive external multimedia data. Each of the front camera and the rear camera can be a fixed optical lens system or have a focal length and optical zoom capabilities.

[0122] The audio component 310 is configured to output and / or input audio signals. For example, the audio component 310 includes a microphone (MIC) that is configured to receive external audio signals when the device 300 is in an operating mode, such as a call mode, a recording mode, and a voice recognition mode. The received audio signals can be further stored in the memory 304 or transmitted via the communication component 316. In some embodiments, the audio component 310 further includes a speaker for outputting audio signals.

[0123] The I / O interface 312 provides an interface between the processing component 302 and a peripheral interface module, which can be a keyboard, a click wheel, buttons, etc. These buttons can include, but are not limited to: a home button, a volume button, a power button, and a lock button.

[0124] The sensor assembly 314 includes one or more sensors for providing a status assessment of various aspects of the device 300. For example, the sensor assembly 314 can detect the on / off state of the device 300, the relative positioning of components, such as the display and keypad of the device 300. The sensor assembly 314 can also detect a change in the position of the device 300 or a component of the device 300, the presence or absence of user contact with the device 300, the orientation or acceleration / deceleration of the device 300, and a change in the temperature of the device 300. The sensor assembly 314 can include a proximity sensor configured to detect the presence of nearby objects without any physical contact. The sensor assembly 314 can also include a light sensor, such as a CMOS or CCD image sensor, for use in imaging applications. In some embodiments, the sensor assembly 314 can also include an acceleration sensor, a gyroscope sensor, a magnetic sensor, a pressure sensor, or a temperature sensor.

[0125] The communication component 316 is configured to facilitate communication between the device 300 and other devices in a wired or wireless manner. The device 300 can access a wireless network based on communication standards, such as WiFi, 2G, or 3G, or a combination thereof. In an exemplary embodiment, the communication component 316 receives a broadcast signal or broadcast-related information from an external broadcast management system via a broadcast channel. In an exemplary embodiment, the communication component 316 further includes a near field communication (NFC) module to facilitate short-range communication. For example, the NFC module can be implemented based on radio frequency identification (RFID) technology, infrared data association (IrDA) technology, ultra-wideband (UWB) technology, Bluetooth (BT) technology, and other technologies.

[0126] In an exemplary embodiment, the device 300 can be implemented by one or more application specific integrated circuits (ASICs), digital signal processors (DSPs), digital signal processing devices (DSPDs), programmable logic devices (PLDs), field programmable gate arrays (FPGAs), controllers, microcontrollers, microprocessors, or other electronic components for performing the above method.

[0127] In an exemplary embodiment, a non-transitory computer-readable storage medium including instructions is also provided, such as the memory 304 including instructions that can be executed by the processor 320 of the device 300 to complete the above method. For example, the non-transitory computer-readable storage medium can be a ROM, a random access memory (RAM), a CD-ROM, a magnetic tape, a floppy disk, and an optical data storage device, etc.

[0128] Figure 11 is a block diagram of a device 400 for advertising placement shown according to an exemplary embodiment. For example, the device 400 can be provided as a server. Refer to Figure 11, the apparatus 400 includes a processing component 422, which further includes one or more processors, and memory resources represented by a memory 432 for storing instructions executable by the processing component 422, such as application programs. The application programs stored in the memory 432 may include one or more modules each corresponding to a set of instructions. In addition, the processing component 422 is configured to execute instructions to perform the above method...

[0129] The apparatus 400 may further include a power component 426 configured to perform power management of the apparatus 400, a wired or wireless network interface 450 configured to connect the apparatus 400 to a network, and an input / output (I / O) interface 458. The apparatus 400 may operate based on an operating system stored in the memory 432, such as Windows ServerTM, Mac OS XTM, UnixTM, LinuxTM, FreeBSDTM or the like.

[0130] It can be understood that "a plurality of" in the present disclosure means two or more, and other quantifiers are similar. "And / or" describes the association relationship of associated objects and indicates that three relationships may exist. For example, A and / or B may represent: A exists alone, A and B exist simultaneously, and B exists alone. The character " / " generally represents an "or" relationship between the associated objects before and after. The singular forms of "a", "the" and "said" are also intended to include the plural forms unless the context clearly indicates otherwise.

[0131] It can be further understood that the terms "first", "second", etc. are used to describe various information, but this information should not be limited to these terms. These terms are only used to distinguish the same type of information from each other and do not represent a specific order or importance. In fact, the expressions such as "first" and "second" can be used interchangeably. For example, without departing from the scope of the present disclosure, the first information may also be referred to as the second information, and similarly, the second information may also be referred to as the first information.

[0132] It can be further understood that unless otherwise specified, "connection" includes direct connection between two without other components therebetween, and also includes indirect connection between two with other elements therebetween.

[0133] It can be further understood that although the operations are described in a specific order in the drawings in the embodiments of the present disclosure, it should not be understood that these operations are required to be performed in the specific order or serial order shown, or that all the operations shown are required to be performed to obtain the desired result. In a specific environment, multitasking and parallel processing may be advantageous.

[0134] Other embodiments of the present disclosure will be readily apparent to those skilled in the art upon consideration of the specification and practice of the invention disclosed herein. This application is intended to cover any variations, uses, or adaptations of the present disclosure that follow the general principles of the present disclosure and include known common general knowledge or conventional technical means in the technical field not disclosed in the present disclosure.

[0135] It should be understood that the present disclosure is not limited to the exact structures described above and shown in the drawings, and various modifications and changes can be made without departing from its scope. The scope of the present disclosure is only limited by the appended claims.

Claims

1. An advertising placement method, characterized in that, including: Sending an information flow request to the server, where the information flow request is used to request to obtain the information flow content displayed on the client and request to place an advertisement in the information flow; Obtaining the information flow information sent by the server in response to the information flow request, and parsing the advertisement identifier included in the information flow information, where the advertisement identifier is used to identify the placeholder advertisement; Based on the advertisement identifier, filling the placeholder advertisement in the information flow, where the placeholder advertisement is a replaceable advertisement used to fill the vacant advertisement space and is determined by the server based on the information flow content and / or fixed advertisement space; 2. The advertising placement method according to claim 1, wherein The filling of the placeholder advertisement in the information flow includes: Obtaining the flexible advertisement pool pre-cached in the client, where the flexible advertisements included in the flexible advertisement pool are used to cover the placeholder advertisement; Determining a flexible advertisement that meets the conditions in the flexible advertisement pool, and using the flexible advertisement that meets the conditions to cover the placeholder advertisement in the information flow to complete the filling of the placeholder advertisement in the information flow; 3. The advertising method according to claim 2, characterized in that, The method further includes: In response to the non-existence of a flexible advertisement that meets the conditions in the flexible advertisement pool, requesting the server to obtain a flexible advertisement; Using the flexible advertisement obtained from the server to cover the placeholder advertisement in the information flow to complete the filling of the placeholder advertisement in the information flow; 4. The advertising placement method according to claim 1 or 3, characterized in that, The flexible advertisement that meets the conditions includes: A flexible advertisement with the same advertisement type as the placeholder advertisement; or A flexible advertisement determined based on a preset algorithm with a matching value greater than the matching threshold for the placeholder advertisement.

5. An advertisement delivery method, characterized in that, including: Obtaining an information flow request sent by the client, where the information flow request is used to request to obtain the information flow content displayed on the client and request to place an advertisement in the information flow; Determining a placeholder advertisement based on the information flow content and / or fixed advertisement space, where the placeholder advertisement is a replaceable advertisement used to fill the vacant advertisement space; Sending information flow information to the client, where the information flow information includes an advertisement identifier, so that the client fills the placeholder advertisement in the information flow based on the advertisement identifier, where the advertisement identifier is used to identify the placeholder advertisement; 6. The advertising placement method according to claim 5, wherein The determining of the placeholder advertisement based on the information flow content and / or fixed advertisement space includes: In response to the existence of an unfilled advertisement space in the fixed advertisement space, filling a placeholder advertisement in the unfilled advertisement space; or In response to the completion of filling the fixed advertisement space and the ratio between the number of information flow content entries and the number of fixed advertisement spaces being greater than a threshold, supplementing an advertisement space and filling a placeholder advertisement in the supplemented advertisement space; 7. An advertising device, characterized in that, including: A request unit, configured to send an information flow request to the server, where the information flow request is used to request to obtain the information flow content displayed on the client and request to place an advertisement in the information flow; An obtaining unit, configured to obtain the information flow information sent by the server in response to the information flow request, and parse the advertisement identifier included in the information flow information, where the advertisement identifier is used to identify the placeholder advertisement; A processing unit, configured to fill a placeholder advertisement in the information stream based on the advertisement identifier, where the placeholder advertisement is a replaceable advertisement for filling a vacant advertisement space and is determined by the server based on the information stream content and / or fixed advertisement space.

8. An advertisement placement device, characterized in that, Comprising: An obtaining unit, configured to obtain an information stream request sent by a client, where the information stream request is used to request to obtain information stream content to be displayed on the client and to request to place an advertisement in the information stream; A determining unit, configured to determine a placeholder advertisement based on the information stream content and / or fixed advertisement space, where the placeholder advertisement is a replaceable advertisement for filling a vacant advertisement space; A sending unit, configured to send information stream information to the client, where the information stream information includes an advertisement identifier, so that the client fills the placeholder advertisement in the information stream based on the advertisement identifier, where the advertisement identifier is used to identify the placeholder advertisement.

9. An advertising placement device, characterized in that, Comprising: A processor; A memory for storing instructions executable by the processor; Wherein, the processor is configured to execute the advertisement placement method according to any one of claims 1 to 4 or 5 to 6.

10. A storage medium, characterized in that, Instructions are stored in the storage medium, and when the instructions in the storage medium are executed by a processor of a terminal, the terminal is enabled to execute the method according to any one of claims 1 to 4 or 5 to 6.

Images