Method and apparatus for presenting content, and device and medium

Abstract

Provided in the embodiments of the present disclosure are a method and apparatus for information exchange, and a device and a medium. The method comprises: in response to media content and an associated recommended object being to be provided to a user, receiving or requesting to determine, at least on the basis of user attribute information of the user, at least one visual style among a plurality of visual styles for the recommended object and a presentation strategy of the at least one visual style; and during the presentation of the media content, according to the presentation strategy, presenting recommended content related to the recommended object in the at least one visual style.

Description

Method, apparatus, device and medium for content presentation

[0001] The present application claims priority to the Chinese patent application No. 202411103353.4, filed on August 12, 2024, entitled “Method, apparatus, device and medium for content presentation”, the whole content of which is incorporated herein by reference. TECHNICAL FIELD

[0002] Example embodiments of the present disclosure generally relate to the field of computer technology, and in particular, to a method, apparatus, device and computer readable storage medium for content presentation. BACKGROUND

[0003] The Internet provides access to a wide variety of resources. For example, various applications, goods, audio and video content, etc. can be accessed through the Internet. In addition, content delivery and service promotion through the Internet has become a new form of information dissemination and is widely used. An advertising system supports displaying recommended content or services to users in different advertising display opportunities, so that users can browse, obtain corresponding services, etc. according to their needs. Therefore, it is desirable to improve the interactive style to enable users to obtain more information and services of interest. SUMMARY

[0004] In a first aspect of the present disclosure, a method for information interaction is provided. The method comprises: in response to a media content and an associated recommendation object to be provided to a user, receiving or requesting to determine at least one visual style for the recommendation object and a presentation strategy of the at least one visual style based on at least user attribute information of the user; and presenting recommendation content related to the recommendation object in at least one visual style according to the presentation strategy in a presentation process of the media content.

[0005] In a second aspect of the present disclosure, an apparatus for information interaction is provided. The apparatus comprises: a determination module configured to, in response to a media content and an associated recommendation object to be provided to a user, receive or request to determine at least one visual style for the recommendation object and a presentation strategy of the at least one visual style based on at least user attribute information of the user; and a content presentation module configured to present recommendation content related to the recommendation object in at least one visual style according to the presentation strategy in a presentation process of the media content.

[0006] In a third aspect of the present disclosure, an electronic device is provided. The device comprises at least one processor; and at least one memory coupled to the at least one processor and storing instructions for execution by the at least one processor. The instructions, when executed by the at least one processor, cause the device to perform the method of the first aspect.

[0007] In a fourth aspect of the disclosure, a computer-readable storage medium is provided. The medium has stored thereon computer-executable instructions that, when executed by a processor, implement the method of the first aspect.

[0008] In a fifth aspect of the disclosure, a computer program product is provided. The computer program product is tangibly stored in a computer storage medium and includes computer- executable instructions that, when executed by a device, cause the device to perform the method of the first aspect.

[0009] It should be understood that all statements herein made regarding the examples described in this section are intended to be illustrative of the key and important features of the embodiments of the present disclosure and it is not intended that the disclosure be limited to such features. Other features of the disclosure will become apparent from the following description. BRIEF DESCRIPTION OF DRAWINGS

[0010] The above and other features, aspects and advantages of various embodiments of the present disclosure will become more apparent from the following detailed description, taken in conjunction with the accompanying drawings, in which like reference numerals refer to like elements, in which:

[0011] FIG. 1 shows a schematic diagram of an example environment in which embodiments of the present disclosure can be implemented;

[0012] FIGS. 2A to 2G and 3A to 3D show schematic diagrams of example interfaces for content presentation according to some embodiments of the present disclosure;

[0013] FIG. 4 shows a flowchart of a process for content presentation according to some embodiments of the present disclosure;

[0014] FIG. 5 shows a block diagram of an apparatus for content presentation according to some embodiments of the present disclosure; and

[0015] FIG. 6 shows a block diagram of an electronic device in which one or more embodiments of the present disclosure can be implemented. DETAILED DESCRIPTION

[0016] Embodiments of the present disclosure will be described below in greater detail with reference to the accompanying drawings. While certain embodiments of the present disclosure are shown in the drawings, it is understood that the present disclosure can be embodied in various forms and should not be construed as being limited to the embodiments set forth herein; rather, these embodiments are provided so that the present disclosure will be more thoroughly and completely understood. It should be understood that the drawings and embodiments of the present disclosure are only for illustrative purposes and should not be construed as limiting the scope of protection of the present disclosure.

[0017] In the description of embodiments of the present disclosure, the term "comprising" and its conjugations should be understood as open-ended, i.e., "including but not limited to". The term "based on" should be understood as "based at least in part on". The term "one embodiment" or "an embodiment" should be understood as "at least one embodiment". The term "some embodiments" should be understood as "at least some embodiments". Other explicit or implicit definitions can also be included below.

[0018] It can be understood that the data involved in the technical solutions of the present disclosure (including but not limited to the data itself, the acquisition or use of the data) should comply with the requirements of the corresponding laws and regulations and relevant provisions.

[0019] It can be understood that before using the technical solutions disclosed in the embodiments of the present disclosure, the type of personal information involved in the present disclosure, the scope of use, the use scenario, etc. should be informed to the user and the authorization of the user should be obtained through appropriate means according to relevant laws and regulations.

[0020] For example, in response to receiving the active request of the user, the prompt information is sent to the user to explicitly prompt the user that the operation requested to be executed will need to acquire and use the personal information of the user, so that the user can voluntarily choose whether to provide the personal information to the software or hardware such as electronic device, application program, server or storage medium, etc. that executes the operation of the technical solutions of the present disclosure according to the prompt information.

[0021] As an optional but non-limiting implementation manner, in response to receiving the active request of the user, the prompt information is sent to the user in the manner of a pop-up window, and the prompt information can be presented in the form of text in the pop-up window. In addition, the pop-up window can also carry selection controls for the user to select "agree" or "disagree" to provide personal information to the electronic device.

[0022] It can be understood that the above notification and user authorization process is only illustrative, and does not limit the implementation manner of the present disclosure, and other manners meeting the relevant laws and regulations can also be applied to the implementation manner of the present disclosure.

[0023] FIG. 1 illustrates a schematic diagram of an example environment 100 in which embodiments of the present disclosure can be implemented. One or more recommendation requestors can use a recommendation management system 150 to manage content to be delivered on a content delivery platform 110. One or more client devices 130-1, 130-2, 130-3, etc. (collectively or individually referred to as client devices 130 for ease of discussion) are associated with the content delivery platform 110 and can access various types of content provided on the content delivery platform 110, e.g., based on respective users 132-1, 132-2, 132-3, etc. (collectively or individually referred to as users 132 for ease of discussion). As an example, the content delivery platform 110 can be an application, a website, a web page, and other accessible platforms. The client devices 130 can be installed with an application for accessing the content delivery platform 110 or can access the content delivery platform 110 in a suitable manner.

[0024] The content delivery platform 110 can be configured to deliver one or more specific recommended content (e.g., provided or presented on the client devices 130) related to one or more services to a user population based on respective policies. The recommended content to be delivered can include one or more recommended content 122-1, 122-2,... 122-M (collectively or individually referred to as recommended content 122 for ease of discussion) in a recommended content database 120, for example.

[0025] In this document, a service can include various recommendable objects, examples of which can include an application, an entity good / service, a virtual good / service, a digital content / entity content, etc. In this document, a “recommended content” refers to content presented for recommending a corresponding service. An example of a recommended content can include an advertisement. In this document, a user population can include one or more user members, e.g., the users 132. A user member can be any potential consumer of a service, e.g., a user, a group, an organization, an entity, etc.

[0026] In some embodiments, the content delivery platform 110 can distribute corresponding recommended content 122 to the users 130 based on requests by the recommendation requestors 152-1, 152-2, 152-3, etc. (collectively or individually referred to as “recommendation requestors” 152). In the context of advertisement delivery, a recommendation requestor is also sometimes referred to as an advertiser. In some embodiments, the recommended content for presentation to a particular client device 130 in a content presentation opportunity (e.g., at a particular time and at a particular location) on the content delivery platform 110 can be selected based on a result of a bidding.

[0027] In some embodiments, the recommendation requester can also pay the provider of the content delivery platform 110 based on the presentation of the recommended content and subsequent conversion, etc. In some embodiments, the conversion behavior performed by the user on the recommended content can include, but is not limited to, viewing, clicking, downloading, paying, adding to the shopping cart, ordering, etc. of the recommended content, and the specific conversion behavior is related to the recommended service and the service provider.

[0028] In the environment 100, the client device 130 can be any type of mobile terminal, fixed terminal, or portable terminal including a mobile handset, a desktop computer, a laptop computer, a notebook computer, a netbook computer, a tablet computer, a media player, a multimedia player, a personal navigation device, a personal digital assistant (PDA), an audio / video player, a digital camera / camcorder, a positioning device, a television receiver, a radio broadcast receiver, an electronic book device, a game device, or any combination thereof, including accessories and peripherals of such devices, or any combination thereof. In some embodiments, the client device 130 can also support any type of interface to the user (such as "wearable" circuitry, etc.).

[0029] In the environment 100, the content delivery platform 110 and / or the recommendation management system 150 can be various types of computing systems / servers capable of providing computing capabilities, including but not limited to mainframes, edge computing nodes, computing devices in a cloud environment, etc. Although shown separately, one or more of the content delivery platform 110 and / or the recommendation management system 150 can be combined.

[0030] It should be understood that the components and arrangements of the environment shown in FIG. 1 are examples only and that other components, arrangements, and / or different arrangements can be suitable for use in implementing the example embodiments described in this disclosure.

[0031] Conventionally, when the media content associated with the recommended object starts to be presented to the user, the terminal device presents the recommended content related to the recommended object in the form of a single-row card, which can present less recommended content. As the user's viewing time of the current media content increases (e.g., after n seconds), the terminal device can also expand the card size to present more recommended content cards in the form of a double-row card, such as to supplement the presentation of evaluation information, sales information, etc.

[0032] Further, since the switching timing of the visual style of the recommended content is determined according to a pre-set hard strategy (e.g., switching after n seconds of viewing the video), it is difficult to achieve personalized display to the user, and the user cannot obtain satisfactory recommended content in a timely and accurate manner, nor can the user's conversion to the recommended object be improved.

[0033] According to an embodiment of the present disclosure, an improved information interaction scheme is provided. According to the scheme, in response to a media content and an associated recommendation object to be provided to a user, at least one visual style for the recommendation object and a presentation policy of the at least one visual style are determined from a plurality of visual styles based on at least user attribute information of the user. The terminal device can receive the at least one visual style and the presentation policy of the at least one visual style, or can request the server device to determine the at least one visual style and the associated presentation policy. In a presentation process of the media content, the terminal device can present recommendation content related to the recommendation object in the at least one visual style according to the presentation policy. Thereby, based on user-related information, the appearance style and the presentation policy of the specific recommendation content when the recommendation object is presented to the user can be dynamically determined, so that different users can obtain different content recommendation mode cards for different recommendation objects.

[0034] Some example embodiments of the present disclosure will be described below with continuous reference to the drawings. It should be understood that the pages shown in the drawings are merely examples, and various page designs can actually exist. Various graphical elements in the page can have different arrangements and different visual representations, one or more elements of which can be omitted or replaced, and one or more other elements can also exist. Embodiments of the present disclosure are not limited in this respect.

[0035] In the following, example embodiments will be mainly described with respect to the content delivery platform 110. It should be understood that the actions described with respect to the terminal device 130 can also be performed by the content delivery platform 110, or can be performed by the terminal device 130 in cooperation with its server (e.g., the content delivery platform 110). In some embodiments, in the scenario performed by the terminal device 130 in cooperation with its server (e.g., the server), the terminal device 130 can request the content delivery platform 110 to determine a visual style and a presentation policy for a recommendation object associated with a media content, upon detecting a need to provide the media content to the user. The terminal device 130 can directly receive from the content delivery platform 110, or receive from the content delivery platform 110 after initiating the request, an indication of the visual style and the presentation policy, and present the recommendation content in the indicated visual style according to the indicated presentation policy in a presentation process of the media content.

[0036] FIGS. 2A to 2G and 3A to 3D show schematic diagrams of example interfaces 200A to 200G and 300A to 300D for content presentation, according to some embodiments of the present disclosure.

[0037] In some embodiments, if the media content and the associated recommendation object are to be provided to the user, the terminal device 130 receives, from the content platform 110, at least one visual style for the recommendation object and a presentation policy of the at least one visual style according to at least the user attribute information of the user. The terminal device 130 can also request from the content platform 110 to determine the at least one visual style for the recommendation object and the presentation policy of the at least one visual style according to the user attribute information of the user.

[0038] In some embodiments, the media content provided by the terminal device 130 to the user 132 can be a video, an image, a set of images, a text-image content, etc. in a streaming or live streaming.

[0039] In some embodiments, the recommendation object indicates an object that the recommendation requester needs to recommend to the user, such as a single product, a product category, an entire store, a service, etc. In some embodiments, the recommendation object is associated with the media content by the publisher of the media content for being presented to the user together with the media content for the purpose of recommending the object. The recommendation content provided together with the presentation of the media content is also referred to as card recommendation content. It can be understood that the terminal device 130 can also provide the recommendation object associated with the media content to the user 132 together with the media content. That is, when the media content is presented in the interface of the user 132, the recommendation content corresponding to the recommendation object that the presentation recommendation requester 152 needs to recommend is also presented. For example, in an e-commerce scenario, the recommendation object includes a product configured to be presented together with a video. In another example, in a scenario of advertisement placement, the terminal device 130 presents the placed advertisement corresponding to the recommendation object to the user 132 together with the media content.

[0040] In some embodiments, the user attribute information of the user can include historical behavior data of the user, which can include, but is not limited to, whether the user has performed a certain conversion behavior (e.g., clicking, adding to cart, ordering, purchasing, forwarding, liking, collecting, downloading, etc.) on the presented recommended object in the past period of time. Alternatively or additionally, the user attribute information of the user can include whether the user has completely watched the media content with the recommended object in the past period of time, whether the user has performed a search on a certain object or media content in the past period of time, etc. Alternatively or additionally, the user attribute information of the user can also include the object category that the user is interested in, such as whether the user is interested in clothing goods, whether the user is interested in goods of a certain clothing category or clothing brand, etc. The user attribute information of the user can also include the object price range that the user is interested in or the price discount activity that the user is interested in, etc. It should be understood that only example user attribute information is listed here. In actual applications, more, less or other information related to the user can be considered as needed, as long as the information is helpful to determine the degree of interest of the user in the recommended object.

[0041] In some embodiments, the multiple visual styles respectively indicate different recommended contents related to the recommended object and / or different appearance styles of the recommended contents. In some examples, the multiple visual styles can indicate a basic improvement style, a style with different degrees of intensification (e.g., with three degrees of intensification effects of weak, medium, and strong), etc. For example, style intensification refers to continuously increasing the content (from providing basic information, to providing price information, to providing a shopping entrance), which is not limited in the present disclosure. As shown in the example interfaces 200A to 200D of FIGS. 2A to 2D, the recommended content 210 presented in the first improvement style includes basic information related to the recommended object. The recommended content 220 presented in the weak intensification style includes the basic information related to the recommended object and the price information. Finally, the recommended content 230 presented in the medium intensification style and the recommended content 240 presented in the high intensification style can include the basic information related to the recommended object, the price information, and the shopping entrance.

[0042] It should be understood that only example recommended contents for a specific recommended object are given here, and in actual applications, different recommended contents can be configured for different visual styles depending on the specific object and specific needs. The recommended contents indicated by different visual styles can be continuously superimposed with new recommended contents on the basis of the recommended contents of other visual styles, or can indicate completely different recommended contents, which are not limited in the embodiments of the present disclosure.

[0043] In some examples, the style reinforcement can also be a reinforcement on the appearance style of the recommended content, so that the user can more easily notice the corresponding content from the appearance. The reinforcement on the appearance style includes, but is not limited to, highlighting / amplifying at least part of the recommended content, and the like. For example, the card can be amplified, the price can be highlighted, the shopping entrance can be highlighted, and the like, which are not limited in the present disclosure. As shown in the example interfaces 200A to 200D in FIGS. 2A to 2D, compared with the recommended content 210 presented in the card style, the recommended content 220 is presented in the amplified card style. Compared with the recommended content 220 presented in the card style, the recommended content 230 is presented in the amplified card style. Compared with the price information 221, the price information 231 is presented in a predetermined appearance style (for example, highlighted, bolded, and the like). Compared with the access entrance (for example, the purchase entrance) 232, the access entrance (for example, the purchase entrance) 241 is presented in a predetermined appearance style (for example, highlighted, bolded, and the like). Of course, the reinforcement on the appearance style presented in the figure is only an example, and in actual application, different appearance styles can be configured for different visual styles according to specific objects and specific needs, and some of the appearance styles can more prominently present the recommended content.

[0044] In some embodiments, the terminal device 130 determines at least one visual style and a presentation strategy of the at least one visual style for the recommended object from the basic style, the improved style, and the style with different reinforcement degrees (for example, weak, medium, and strong after reinforcement) according to the user attribute information of the user 132. In some embodiments, the presentation strategy can indicate a presentation timing of each visual style. For example, any one of the plurality of visual styles is presented at zero seconds when the media content is presented. Any one of the plurality of visual styles is presented after n seconds when the media content is presented.

[0045] In some embodiments, the presentation strategy can also indicate a presentation order of the two or more visual styles in the case where two or more visual styles are determined for the recommended object. For example, the basic style is presented first, the improved style is presented after n seconds, and a certain reinforcement style is presented after n seconds, or the most basic style is presented first, a certain reinforcement style is presented after n seconds, or the different degrees of styles are presented gradually (every n seconds) from the basic style. In some examples, n can be set to different sizes to achieve different presentation strategies. The terminal device 130 determines the visual style and the presentation strategy according to the user attribute information of the user will be described in detail below with reference to FIGS. 2A to 2G and FIGS. 3A to 3D.

[0046] In some embodiments, the terminal device 130 presents the recommendation content related to the recommendation object in at least one visual style according to the presentation policy during the media content presentation process. In some embodiments, the recommendation content indicated by one or more of the plurality of visual styles comprises at least an access portal of the recommendation object. For example, a purchase portal, or a portal to a detail page. In some embodiments, the recommendation content indicated by one or more of the plurality of visual styles can also comprise at least a virtual resource to be consumed to obtain the recommendation object, such as a commodity price. In some embodiments, the recommendation content related to the recommendation object can include, but is not limited to, visual information corresponding to the object, object name, object description, number of evaluations, number of sales, price information, access portal, and the like. In some embodiments, the recommendation content related to the recommendation object can also be referred to as a card or a card advertisement. In some examples, the card or card advertisement related to the recommendation object can be presented in a card style.

[0047] The following describes improved styles, styles with different degrees of reinforcement (for example, weak, medium, and strong reinforcement) for ease of understanding with reference to FIGS. 2A-2D. However, this is merely exemplary, and the present disclosure is not limited in this regard.

[0048] As shown in the example interface 200A of FIG. 2A, the terminal device 130 can present the recommendation content 210 (also referred to as a recommendation card because the recommendation content is superimposed on the media content in the form of a card) related to the recommendation object in an improved style according to the presentation policy during the media content presentation process. In some embodiments, the recommendation card 210 includes picture information 211 corresponding to the object, object name 212, number of evaluations 213, and number of sales 214. As shown in the example interface 200B of FIG. 2B, the terminal device 130 can present the recommendation content (also referred to as a recommendation card) 220 related to the recommendation object in a weakly reinforced style according to the presentation policy during the media content presentation process. The recommendation card 220 includes picture information corresponding to the object, object name, number of evaluations, number of sales, price information 221, and the like.

[0049] As shown in the example interface 200C of FIG. 2C, the terminal device 130 can also present the recommendation content (also referred to as a recommendation card) 230 associated with the recommended object in the enhanced medium style according to the presentation policy during the presentation of the media content. The recommendation card 230 includes the picture information corresponding to the object, the object name, the number of evaluations, the number of sales, the price information 231 displayed in a different appearance style (e.g., highlighted), and the access portal 232. As shown in the example interface 200D of FIG. 2D, the terminal device 130 can also present the recommendation content (also referred to as a recommendation card) 240 associated with the recommended object in the enhanced enhanced style according to the presentation policy during the presentation of the media content. The recommendation card 240 includes the picture information corresponding to the object, the object name, the number of evaluations, the number of sales, the price information displayed in a different appearance style (e.g., highlighted), and the access portal 241 displayed in a different appearance style (e.g., highlighted).

[0050] The terminal device 130 will be described in detail below with reference to FIGS. 2A-2G in determining the visual style and the presentation policy according to the user attribute information of the user.

[0051] In some implementations, the terminal device 130 can determine the at least one visual style and the presentation policy for the recommended object according to the user attribute information of the user in the following manner. The terminal device 130 determines the correlation degree between the user and the recommended object according to at least the user attribute information of the user. Generally, the higher the correlation degree between the user and the recommended object, the higher the probability or confidence of the user performing a conversion behavior with the recommended object. Therefore, according to the prediction of the correlation degree, it can be further determined whether the current user is likely to perform a predetermined conversion behavior with the recommended object, which in turn serves as a basis for guiding the visual style and the presentation policy of the recommendation content.

[0052] In some examples, the terminal device 130 determines the correlation degree between the user and the recommended object according to the historical behavior data of the user, the object category of interest of the user, and the object price range of interest of the user, and the like, to determine the possibility of the user performing a click, adding to a shopping cart, placing an order, or purchasing the recommended object, or the user performing a forwarding, liking, or collecting the tutorial, or the user performing a downloading of the application software, and the like, and then the correlation degree between the user and the recommended object can be obtained.

[0053] Then, the terminal device 130 determines the at least one visual style and the presentation policy for the recommended object according to the determined correlation degree between the user and the recommended object. For example, the terminal device 130 can directly present the recommendation card 240 when providing the media content if the determined correlation degree is high. If the determined correlation degree is medium, the terminal device 130 can first present the recommendation card 230 when providing the media content, and then present the recommendation card 240 after n seconds.

[0054] In some embodiments, the terminal device 130 can further determine at least one visual style and presentation strategy for the recommended object according to the user attribute information of the user and the object attribute information of the recommended object. The terminal device 130 determines the correlation degree between the user and the recommended object according to the user attribute information of the user and the object attribute information of the recommended object. In some embodiments, the object attribute information can indicate the category of the object, the description information of the object, the information related to the object set (e.g., a store) to which the object belongs, and the like.

[0055] In some examples, the terminal device 130 determines the possibility of the user performing a click, adding to a shopping cart, placing an order, or purchasing the object, or the user performing forwarding, liking, or collecting the object, or the user performing downloading of the application software, according to the user attribute information of the user, and the object category, the object description information, the information related to the object set (e.g., a store) to which the object belongs, and the like.

[0056] Then, the terminal device 130 determines at least one visual style and presentation strategy for the recommended object according to the determined correlation degree. For example, if the terminal device 130 determines that the correlation degree is medium, the terminal device 130 can directly present the recommended card 230 when providing the media content. If the terminal device 130 determines that the correlation degree is low, the terminal device 130 can first present the recommended card 210 and then present the recommended card 230 after n seconds when providing the media content.

[0057] In some embodiments, if the correlation degree falls within a first correlation degree range, at least a first visual style and / or a first presentation strategy are determined. If the correlation degree falls within a second correlation degree range, at least a second visual style and / or a second presentation strategy are determined. The second correlation degree range has a value greater than the first correlation degree range. The recommended content indicated by the second visual style includes the recommended content indicated by the first visual style and additional recommended content. In some embodiments, the recommended content indicated by the second visual style can be completely different from the recommended content indicated by the first visual style.

[0058] If the correlation degree between the user and the recommended object is large (which means that the user has a higher possibility of performing a conversion behavior on the recommended object), the terminal device 130 determines to use a more intensive visual style for presenting the recommended card of the recommended object. Here, “intensive” can at least reflect that more recommended content is presented. For example, as the predicted probability of the user performing a conversion behavior increases, the price information of the object and the access portal (e.g., an add-to-cart portal) of the object are gradually added. As shown in FIGS. 2A to 2C, the content gradually increases from the recommended card 210 to the recommended card 220 and from the recommended card 220 to the recommended card 230.

[0059] The appearance style of the at least part of the recommended content indicated by the second visual style is presented prominently relative to the appearance style of the at least part of the recommended content indicated by the first visual style. In some examples, the "highlight" can also be embodied in the highlighted / enlarged presentation of the content. As shown in FIGS. 2B-2D, from the recommended card 220 to the recommended card 230, the commodity price information 231 is highlighted. From the recommended card 230 to the recommended card 240, the recommended content does not change, but the access portal 241 is highlighted.

[0060] Alternatively or additionally, in the case of higher relevance, the presentation timing of the second visual style in the corresponding second presentation strategy is earlier than the presentation timing of the first visual style in the first presentation strategy selected in the case of lower relevance. In some examples, if the relevance between the user and the recommended object is higher, a certain visual style of the recommended content can be presented earlier. As shown in FIG. 2C, the terminal device 130 determines to use the recommended card 230: in the case of lower relevance between the user and the recommended object, the recommended card 230 can be presented only at the nth second. In the case of higher relevance between the user and the recommended object, the recommended card 230 can be presented at the 0th second. In some embodiments, different presentation timings of the recommended card can be set for different relevance ranges, and the different presentation timings can be valued from 0 seconds, 1 second, 2 seconds, 3 seconds, and the like. Embodiments of the present disclosure do not limit this aspect.

[0061] By the above-mentioned manner, the recommended card of different styles is displayed at different timings, and the expression style of the recommended card is highlighted, which can attract the attention of the user, thereby improving the conversion rate. The following will continue to refer to FIGS. 3A-3D to describe the prompt information of the virtual resource associated with the recommended content and presented by the content delivery platform.

[0062] In some embodiments, when the recommended content is presented in association with the media content, the virtual resource available to the user can also be presented simultaneously. In this paper, "virtual resource" refers to various virtual resources that can be provided to the user. Different types of virtual resources may, for example, include but are not limited to, red packets, coupons, rewards (such as virtual points, virtual coins, coupons, etc.) issued to the user before, during or after the user performs a certain conversion behavior (such as ordering purchase, forwarding, etc.).

[0063] In some embodiments, one or more of the plurality of visual styles can be configured to present prompt information corresponding to the virtual resource associated with the recommended object as additional recommended content relative to other visual styles. For example, if it is determined to present the recommended content in a second visual style in the case that the association degree between the user and the recommended object is higher, the recommended content corresponding to the second visual style includes, among other things, prompt information corresponding to the virtual resource. In this way, in the case that the association degree between the user and the recommended object is higher, by presenting the prompt information corresponding to the virtual resource to the user, the user can be enabled to learn the recommended object of interest while also being associated with the virtual resource of the recommended object, so that it can be better determined whether or how to perform a subsequent action on the recommended object.

[0064] In some embodiments, the terminal device 130 determines whether the user satisfies the taking requirement of the virtual resource. In some examples, the content platform 110 can determine whether the user satisfies the taking requirement of the virtual resource such as a coupon, a point, or a virtual currency, etc. In some examples, different types of virtual resources correspond to different taking requirements. For example, if the user is a new user, the new user can take a new user coupon or a virtual currency, etc. If the user belongs to a member user or the user has placed orders multiple times, these users can obtain a corresponding amount of coupons, a corresponding number of virtual currencies, etc. The user can also obtain a coupon by placing an order, obtain a virtual currency by collecting, obtain a virtual currency by forwarding, obtain a coupon by downloading, etc.

[0065] In some embodiments, if the terminal device 130 determines that the user satisfies the taking requirement of the virtual resource, the terminal device 130 presents prompt information corresponding to the virtual resource in association with the recommended content in the presentation process of the media content. For example, for the new user coupon taken by the user, the prompt information corresponding to the virtual resource presented by the terminal device 130 for the first time can be “Congratulations on obtaining X yuan of new user coupon”. For the new user coupon taken by the user, the prompt information corresponding to the virtual resource presented by the terminal device 130 other than the first time can be “X yuan of new user coupon can be used”. For another example, the prompt information corresponding to the virtual resource presented by the terminal device 130 can also be “Return XXX virtual currency by placing an order”. The prompt information corresponding to the virtual resource presented by the terminal device 130 can also be “Return XX platform coupon package by placing an order”. In some embodiments, the prompt information corresponding to the virtual resource presented by the terminal device 130 can be configured, which is not limited in the present disclosure.

[0066] In some embodiments, the prompt information corresponding to the virtual resource of the target type can always be presented in a fixed visual style regardless of the visual style of the recommended content. As shown in the example interfaces 300A-300D of FIGS. 3A-3D, the terminal device 130 can present the prompt information 311 corresponding to the virtual resource in association with the recommended card 310. The terminal device 130 can present the prompt information 321 corresponding to the virtual resource in association with the recommended card 320. The terminal device 130 can present the prompt information 331 corresponding to the virtual resource in association with the recommended card 330. The terminal device 130 can present the prompt information 341 corresponding to the virtual resource in association with the recommended card 340.

[0067] In this way, while providing the recommended content, the user can also be shown the obtaining information of the virtual resource, which can enable the user to learn more information about the recommended object, thereby more assisting the user in determining whether to perform a certain conversion behavior on the recommended object.

[0068] In some embodiments, if it is determined that the user satisfies the obtaining requirements of multiple types of virtual resources, the terminal device 130 can determine a virtual resource of a target type from the multiple types of virtual resources according to at least one of the user attribute information of the user and the object attribute information of the recommended object. Then, the prompt information corresponding to the virtual resource of the target type is presented in association with the recommended content during the presentation of the media content. It can be understood that the visual style of the prompt information can also change following the visual style of the recommended content.

[0069] In some embodiments, the priorities of the multiple types of virtual resources can be determined based on the user attribute information and / or the object attribute information. After determining the priorities of the multiple types of virtual resources, the prompt information corresponding to the virtual resource of the highest priority can be selected to be shown to the user in order of the priorities, or the prompt information corresponding to the virtual resources of different types can be shown in order.

[0070] In some examples, if the user hits multiple types of virtual resources (which can also be referred to as interest points and / or play methods) at the same time, the terminal device 130 determines, according to the user's order history behavior / historical interest model, that a certain type of virtual resource can help to improve the association between the user and the current recommended object (i.e., can improve the possibility of the user performing conversion on the recommended object). For example, the terminal device 130 can determine to preferentially display a certain type of virtual resource among multiple types of virtual resources to the user according to the user's order history behavior / historical interest model and the object attribute information (e.g., the category / price of the commodity, etc.). For example, for a commodity with a price of 200 yuan, a new user coupon of 10 yuan is preferentially displayed. However, for a commodity with a price of 2000 yuan, the new user coupon is not as attractive as the order return virtual currency, and therefore the prompt information of "order return virtual currency" can be preferentially displayed.

[0071] In this way, it can be determined dynamically what type of virtual resource corresponding prompt information is to be displayed based on the specific situation of the current user and the specific situation of the recommended object. Thus, a more matched type of virtual resource can be determined to be displayed to the user.

[0072] The process of presenting a detail page based on the user clicking the recommended card will be described below with reference to FIGS. 2A to 2G. As shown in the example interfaces 200D to 200G of FIGS. 2A to 2G, the user 132 clicks the recommended card 210, the recommended card 220, the recommended card 230 (e.g., the non-visit entrance 232), and the recommended card 240 (e.g., the non-visit entrance 241), and can view the detail page 251 of the object. The user 132 clicks the visit entrance 241, and can view the detail page 261 (e.g., a purchase submission page) of the object. Subsequently, the user 132 clicks the "buy now" control to view the order confirmation page 271 (e.g., a purchase submission page).

[0073] In summary, different styles of recommended content are displayed at different time occasions, and the expression style of the recommended content is strengthened, thereby improving the click rate of the recommended content (e.g., card style recommended content) presented in the media content, and thereby improving the conversion rate for the recommended object.

[0074] FIG. 4 shows a flowchart of a process 400 for information interaction, according to some embodiments of the present disclosure. In some embodiments, the process 400 can be implemented at the content delivery platform 110. For the purpose of explanation, the process 400 will be described below from the perspective of the content delivery platform 110.

[0075] At block 410, the content delivery platform 110 receives or requests, in response to the media content and the associated recommendation object to be provided to the user, determination of at least one visual style and a presentation policy of the at least one visual style in the plurality of visual styles for the recommendation object based at least on the user attribute information of the user.

[0076] At block 420, the content delivery platform 110 presents the recommendation content related to the recommendation object in the at least one visual style according to the presentation policy in the presentation process of the media content.

[0077] In some embodiments, the plurality of visual styles respectively indicate different recommendation content related to the recommendation object and / or different appearance styles of the recommendation content.

[0078] In some embodiments, the presentation policy indicates at least one of: a presentation timing of each visual style, or a presentation order of two or more visual styles in a case where two or more visual styles are determined for the recommendation object.

[0079] In some embodiments, receiving or requesting determination of the at least one visual style and the presentation policy for the recommendation object based at least on the user attribute information of the user comprises: receiving or requesting determination of an association degree between the user and the recommendation object based at least on the user attribute information of the user; and receiving or requesting determination of the at least one visual style and the presentation policy for the recommendation object based on the determined association degree.

[0080] In some embodiments, receiving or requesting determination of the association degree between the user and the recommendation object comprises: receiving or requesting determination of the association degree between the user and the recommendation object based on the user attribute information of the user and object attribute information of the recommendation object.

[0081] In some embodiments, the determination of the at least one visual style and the presentation policy for the recommendation object comprises: determining at least a first visual style and / or a first presentation policy in response to the association degree falling into a first association degree range; and determining at least a second visual style and / or a second presentation policy in response to the association degree falling into a second association degree range, the second association degree range having a value greater than the first association degree range, and wherein the recommendation content indicated by the second visual style comprises the recommendation content indicated by the first visual style and additional recommendation content, and / or an appearance style of at least part of the recommendation content indicated by the second visual style is presented prominently relative to an appearance style of at least part of the recommendation content indicated by the first visual style, and / or wherein a presentation timing of the second visual style in the second presentation policy is earlier than a presentation timing of the first visual style in the first presentation policy.

[0082] In some embodiments, the additional recommendation content at least comprises prompt information corresponding to a virtual resource associated with the recommendation object.

[0083] In some embodiments, the process 400 further includes: in response to determining that the user meets the collection requirement of the virtual resource, presenting, in a presentation process of the media content, prompt information corresponding to the virtual resource in association with the recommended content.

[0084] In some embodiments, the presenting the prompt information includes: in response to determining that the user meets the collection requirement of the multiple types of virtual resources, determining, based on at least one of the user attribute information of the user and the object attribute information of the recommended object, a target type of virtual resource from the multiple types of virtual resources; and presenting, in the presentation process of the media content, prompt information corresponding to the target type of virtual resource in association with the recommended content.

[0085] In some embodiments, the recommended content indicated by one or more of the multiple visual styles at least includes: an access portal of the recommended object, and / or a virtual resource to be consumed for obtaining the recommended object.

[0086] FIG. 5 shows a schematic structural block diagram of an apparatus 500 for information interaction, according to some embodiments of the present disclosure. The apparatus 500 can be implemented as or included in the content delivery platform 110. Various modules / components in the apparatus 500 can be implemented by hardware, software, firmware, or any combination thereof.

[0087] As shown, the apparatus 500 includes a receiving or requesting determining module 510 configured to, in response to a media content and an associated recommended object to be provided to a user, receive or request to determine, based at least on user attribute information of the user, at least one visual style from multiple visual styles for the recommended object and a presentation policy of the at least one visual style. The apparatus 500 includes a content presentation module 520 configured to present, in a presentation process of the media content, recommended content related to the recommended object in the at least one visual style according to the presentation policy.

[0088] In some embodiments, the multiple visual styles respectively indicate different recommended content related to the recommended object and / or different appearance styles of the recommended content.

[0089] In some embodiments, the presentation policy indicates at least one of: a presentation timing of each visual style, or a presentation order of two or more visual styles in a case where two or more visual styles are determined for the recommended object.

[0090] In some embodiments, the determining module 510 is further configured to receive or request to determine, based at least on the user attribute information of the user, an association degree between the user and the recommended object; and receive or request to determine, based on the determined association degree, the at least one visual style for the recommended object and the presentation policy.

[0091] In some embodiments, the receiving or requesting determining module 510 is further configured to receive or request to determine the degree of association between the user and the recommended object based on the user attribute information of the user and the object attribute information of the recommended object.

[0092] In some embodiments, the receiving or requesting determining module 510 is further configured to determine at least the first visual style and / or the first presentation strategy in response to the degree of association falling into a first degree of association range, and determine at least the second visual style and / or the second presentation strategy in response to the degree of association falling into a second degree of association range, the second degree of association range having a value greater than the first degree of association range, and wherein the recommended content indicated by the second visual style comprises the recommended content indicated by the first visual style and additional recommended content, and / or the appearance style of at least part of the recommended content indicated by the second visual style is presented more prominently relative to the appearance style of at least part of the recommended content indicated by the first visual style, and / or the presentation timing of the second visual style in the second presentation strategy is earlier than the presentation timing of the first visual style in the first presentation strategy.

[0093] In some embodiments, the additional recommended content at least comprises prompt information corresponding to a virtual resource associated with the recommended object.

[0094] In some embodiments, the apparatus 500 further comprises a prompt information presenting module configured to, in response to determining that the user satisfies the taking requirement of the virtual resource, present the prompt information corresponding to the virtual resource in association with the recommended content in the presentation process of the media content.

[0095] In some embodiments, the prompt information presenting module is configured to, in response to determining that the user satisfies the taking requirement of a plurality of types of virtual resources, determine a target type of virtual resource from the plurality of types of virtual resources based on at least one of the user attribute information of the user and the object attribute information of the recommended object, and present the prompt information corresponding to the target type of virtual resource in association with the recommended content in the presentation process of the media content.

[0096] In some embodiments, the recommended content indicated by one or more of the plurality of visual styles at least comprises: an access portal of the recommended object, and / or a virtual resource to be consumed for obtaining the recommended object.

[0097] FIG. 6 illustrates a block diagram of an electronic device 600 in which one or more embodiments of the disclosure can be implemented. It should be understood that the electronic device 600 illustrated in FIG. 6 is merely exemplary and should not be construed as limiting the functionality and scope of the embodiments described herein. The electronic device 600 illustrated in FIG. 6 can be used to implement the client device 130, or the content serving platform 110, the recommendation conversion component 140, and / or the recommendation management system 150 (or individual components therein). The electronic device 600 can include or be implemented as the apparatus 600 of FIG. 6.

[0098] As illustrated in FIG. 6, the electronic device 600 is in the form of a general- purpose computing device. Components of the electronic device 600 can include, but are not limited to, one or more processing units or processors 610, a memory 620, a storage device 630, one or more communication units 640, one or more input devices 650, and one or more output devices 660. The processor 610 can be a real or virtual processor and is capable of executing various processing in accordance with programs stored in the memory 620. In a multi-processor system, multiple processors execute computer-executable instructions in parallel to improve the parallel processing capability of the electronic device 600.

[0099] The electronic device 600 typically includes a plurality of computer storage media. Such media can be removable and / or non-removable, volatile and / or non-volatile. The memory 620 can be volatile (such as registers, cache, random access memory (RAM)), non-volatile (such as read-only memory (ROM), electrically erasable programmable read only memory (EEPROM), flash memory), or some combination thereof. The storage device 630 can be a removable or non-removable media, and can include machine-readable media, such as a flash drive, a magnetic disk, or any other media that can be used to store information and / or data (e.g., training data for training) and that can be accessed by the electronic device 600.

[0100] The electronic device 600 can further include additional removable / non-removable, volatile / non-volatile storage media. Although not shown in FIG. 6, a disk drive and / or a CD drive can be provided for reading from or writing to a removable, non-removable, volatile, or non-volatile media (e.g., a "floppy disk," a "flexible disk," a "hard disk," a "flash drive," a "digital versatile disk" (DVD), or any other media that can be used for storage and / or retrieval of information and / or data). Each of these drives can be connected to the bus (not shown) by one or more data media interfaces. The memory 620 can include a computer program product 625 having one or more program modules configured to carry out the various methods or actions of the various embodiments of the disclosure.

[0101] The communication unit 640 enables communication through communication media with other electronic devices. Additionally, the functionality of the components of the electronic device 600 can be implemented in a single computing cluster or a plurality of computer machines that are capable of communicating over a communication connection. As such, the electronic device 600 can operate in a networked environment using logical connections to one or more other servers, network personal computers (PCs), or another network node.

[0102] The input device 650 can be one or more input devices, such as a mouse, a keyboard, a trackball, etc. The output device 660 can be one or more output devices, such as a display, a speaker, a printer, etc. The electronic device 600 can also communicate with one or more external devices (not shown), such as a storage device, a display device, etc., through the communication unit 640, as necessary, with one or more devices that enable a user to interact with the electronic device 600, or with any device (e.g., a network card, a modem, etc.) that enables the electronic device 600 to communicate with one or more other electronic devices. Such communication can be carried out via an input / output (I / O) interface (not shown).

[0103] According to an example implementation of the present disclosure, there is provided a computer-readable storage medium having computer-executable instructions stored thereon, where the computer-executable instructions are executed by a processor to implement the method described above. According to an example implementation of the present disclosure, there is also provided a computer program product tangibly stored on a non-transitory computer-readable medium and including computer-executable instructions, where the computer-executable instructions are executed by a processor to implement the method described above.

[0104] Various aspects of the disclosure can be described herein with reference to flowchart illustrations and / or block diagrams of methods, apparatuses, systems, and computer program products according to this disclosure. It will be understood that each block of the flowchart illustrations and / or block diagrams, and combinations of blocks in the flowchart illustrations and / or block diagrams, can be implemented by computer-readable program instructions.

[0105] These computer readable program instructions can be provided to a processor of a general purpose computer, special purpose computer, or other programmable data processing apparatus to produce a machine, such that the instructions, which execute via the processor of the computer or other programmable data processing apparatus, create means for implementing the functions / acts specified in the flowchart and / or block diagram block or blocks. These computer readable program instructions can also be stored in a computer readable storage medium that can include a non-transitory computer readable storage medium that can direct a computer, a programmable data processing apparatus, and / or other devices to function in a particular manner, such that the computer readable storage medium having instructions stored therein comprises an article of manufacture including a manufacture including instructions which implement aspects of the function / act specified in the flowchart and / or block diagram block or blocks.

[0106] The computer readable program instructions can also be loaded onto a computer, other programmable data processing apparatus, or other device to cause a series of operational steps to be performed on the computer, other programmable data processing apparatus or other device to produce a computer implemented process such that the instructions which execute on the computer, other programmable data processing apparatus, or other device implement the functions / acts specified in the flowchart and / or block diagram block or blocks.

[0107] The flow diagrams and the block diagrams in the accompanying drawings illustrate the architecture, functionality, and operation of possible implementations of systems, methods and computer program products according to various implementations of the present disclosure. In this regard, each block in the flow diagrams and the block diagrams can represent a module, segment, or portion of instructions, which comprises one or more executable instructions for implementing the specified logic functions (s). In some alternative implementations, the functions noted in the blocks can occur out of the order noted in the figures. For example, two blocks shown in succession may, in fact, be executed substantially concurrently, or the blocks can sometimes be executed in the reverse order, depending upon the functionality involved. It will also be noted that each block of the block diagrams and / or flowchart illustrations, and combinations thereof, can be implemented by a dedicated hardware-based system that performs the specified functions or acts, or combinations of hardware and software.

[0108] implementations. Numerous modifications and adaptations will be apparent to those skilled in the art without departing from the scope and spirit of the described implementations. The herein disclosed implementations are meant to be illustrative and not limiting, of the scope or spirit of the implementations. It will be apparent to those reasonably skilled in the art that varying and / or modified implementations can be apparent at ome time to some embodiments. As such, although the subject matter has been described in language specific to structural features, methodological acts, it is to be understood that the subject matter defined herein is not necessarily limited to these described examples. Any and all equivalents arising from a reasonable application of the essentials, spirit, and scope of the following claims should be covered thereby.

Claims

1. A method for information interaction, comprising: in response to a media content and an associated recommendation object to be provided to a user, receiving or requesting to determine at least one visual style for the recommendation object and a presentation policy of the at least one visual style based on at least user attribute information of the user; and presenting recommendation content related to the recommendation object in the at least one visual style according to the presentation policy during presentation of the media content. 2.The method of claim 1, wherein the plurality of visual styles respectively indicate different recommendation content and / or different appearance style of recommendation content related to the recommendation object. 3.The method of claim 1, wherein the presentation policy indicates at least one of: a presentation timing of each visual style, or a presentation order of two or more visual styles determined for the recommendation object. 4.The method of claim 1, wherein the receiving or requesting to determine the at least one visual style for the recommendation object and the presentation policy based on at least the user attribute information of the user comprises: receiving or requesting to determine a relevance between the user and the recommendation object based on at least the user attribute information of the user; and determining the at least one visual style for the recommendation object and the presentation policy based on the determined relevance. 5.The method of claim 4, wherein the receiving or requesting to determine the relevance between the user and the recommendation object comprises: receiving or requesting to determine the relevance between the user and the recommendation object based on the user attribute information of the user and object attribute information of the recommendation object. 6.The method of claim 4, wherein the determining of the at least one visual style for the recommendation object and the presentation policy comprises: determining at least a first visual style and / or a first presentation policy in response to the relevance falling into a first relevance range; and determining at least a second visual style and / or a second presentation policy in response to the relevance falling into a second relevance range, the second relevance range having a value greater than the first relevance range, and wherein the recommendation content indicated by the second visual style comprises recommendation content indicated by the first visual style and additional recommendation content, and / or an appearance style of at least part of the recommendation content indicated by the second visual style is presented significantly relative to an appearance style of at least part of the recommendation content indicated by the first visual style, and / or wherein a presentation timing of the second visual style in the second presentation policy is earlier than a presentation timing of the first visual style in the first presentation policy. 7.The method of claim 6, wherein the additional recommendation content at least comprises prompt information corresponding to a virtual resource associated with the recommendation object. 8.The method of claim 1, further comprising: ​ ​ in response to determining that the user meets the collection requirement for the virtual resource, presenting, in a presentation process of the media content, prompt information corresponding to the virtual resource in association with the recommended content. 9.The method of claim 8, wherein presenting the prompt information comprises: in response to determining that the user meets the collection requirement for a plurality of types of virtual resources, determining a target type of virtual resource from the plurality of types of virtual resources based on at least one of the user attribute information of the user and object attribute information of the recommended object; and and presenting, in a presentation process of the media content, prompt information corresponding to the target type of virtual resource in association with the recommended content.

10. The method of claim 1, wherein the recommended content indicated by one or more of the plurality of visual patterns comprises at least: an access portal of the recommended object, and / or a virtual resource to be consumed by the recommended object. 11.An apparatus for information interaction, comprising: a determination module configured to, in response to a media content and an associated recommended object to be provided to a user, receive or request to determine at least one visual style for the recommended object from a plurality of visual styles and a presentation strategy of the at least one visual style based on at least user attribute information of the user; and a content presentation module configured to present, in a presentation process of the media content, recommended content related to the recommended object in the at least one visual style according to the presentation strategy. 12.An electronic device, comprising: at least one processor; and at least one memory coupled to the at least one processor and storing instructions for execution by the at least one processor, the instructions, when executed by the at least one processor, causing the device to perform the method according to any one of claims 1 to 10. 13.A computer-readable storage medium having computer-executable instructions stored thereon, the computer-executable instructions, when executed by a processor, implementing the method according to any one of claims 1 to 10. 14.A computer program product tangibly stored in a computer storage medium and comprising computer-executable instructions, the computer-executable instructions, when executed by a device, causing the device to perform the method according to any one of claims 1 to 10.

Images