CN102301658B - Ad delivery method, ad server and ad system - Google Patents

Abstract

An advertisement delivery method, advertisement server and advertisement system are provided in embodiments of the invention. The advertisement delivery method includes: receiving an accessing network request sent from a user, and said accessing network request at least comprises the source IP address of the user; according to the maintained relationship information of IP addresses, user identifiers and user activity features, obtaining the user activity feature corresponding to the source IP address in said accessing network request, wherein said user activity feature is obtained by digging and analyzing the parsed result of the user accessing network request, wherein the parsed result is output by the Deep Packet Inspection (DPI) device; obtaining matching advertisement information at least according to said user activity feature; returning an accessing network response corresponding to said accessing network request to the user, and said accessing network response at least comprises said advertisement information. A corresponding advertisement server and advertisement system are also provided in the embodiments of the invention. The above mentioned method, apparatus and system can realize the accurate pushing of advertisement information.

Description

Ad delivery method, ad server and ad system

technical field

The embodiments of the present invention relate to the technical field of communications, and in particular to an advertisement delivery method, an advertisement server and an advertisement system.

Background technique

The current advertising field is developing towards precise delivery. Many portals are developing regionally, establishing local portals in various places, from geographical positioning, time positioning to behavioral positioning, from knowing "where are you" to knowing "what are you doing".

A kind of prior art is by adding the Javascript script that can download advertisement in website webpage or personal blog network, when the user visits this webpage, because the Javascript script is contained on the webpage, the client browser will automatically initiate and send the download to the advertisement server. For an advertisement request, if the local visit is the first visit, the ad server does not know the content of the webpage, and the ad server will send a robot to browse the webpage, analyze the content of the webpage, and save the analysis results. When the user browses the webpage again, The client browser automatically sends a request for downloading advertisements to the advertisement server, wherein the advertisement server returns corresponding advertisements according to previous analysis results.

In the process of realizing the present invention, the inventor found that in the prior art, advertisements are pushed according to the contents of webpages visited by users, and it is impossible to ensure that customized advertisements are pushed for different users, so that precise advertisement pushes to users cannot be realized.

Contents of the invention

The embodiments of the present invention provide an advertisement delivery method, an advertisement server and an advertisement system, so as to improve the accuracy of user advertisement delivery.

An embodiment of the present invention provides an advertisement placement method, including:

receiving a network access request from a user, the network access request at least including the user's source IP address;

Obtain the user behavior characteristic corresponding to the source IP address in the access network request according to the maintained IP address, user identification and user behavior characteristic relationship information, wherein the user behavior characteristic is the output of the deep message detection DPI device Obtained by mining and analyzing the analysis results of user access network requests;

Obtain matching advertisement information based on at least the user behavior characteristics;

A network access response corresponding to the network access request is returned to the user, where the network access response includes at least the advertisement information.

The embodiment of the present invention also provides another advertising delivery method, including:

receiving a first network access request sent by a user, the first network access request including the user's source IP address and the address of the visited website;

Obtain the user behavior characteristics corresponding to the source IP address in the first access network request according to the maintained relationship information between the IP address, the user identifier and the user behavior characteristics, wherein the user behavior characteristics are deep packet detection DPI It is obtained by mining and analyzing the analysis results of user access network requests output by the device;

Obtain matching advertisement information according to the user behavior characteristics;

Sending a second network access request including the advertisement information to the website server corresponding to the visited website address in the first network access request, receiving and returning a second network access response including the advertisement information to the user.

The embodiment of the present invention also provides an advertisement server, including:

The first communication module is configured to receive a network access request from a user, the network access request at least including the source IP address of the user, and return a network access response corresponding to the network access request to the user, the network access response at least Advertisement information containing said match;

The user-behavior management module is used to obtain the user behavior characteristics corresponding to the source IP address in the access network request according to the maintained IP address, user identification and user behavior characteristics relationship information;

The behavior analysis module is used to mine and analyze the analysis result of the user access network request output by the deep message detection DPI device to obtain the user behavior characteristics, and refresh the user behavior characteristics associated with the corresponding user identification through the user-behavior management module;

An advertisement management module, configured to obtain matching advertisement information based on at least the user behavior characteristics, and return a corresponding network access response to the user through the first communication module, the network access response at least including the matched advertisement information .

The embodiment of the present invention also provides another advertisement server, including:

The third communication module is used to receive the first network access request sent by the user, the first network access request includes the user's source IP address and the address of the visited website, and returns a second network access response to the user;

The user-behavior management module is used to obtain the user behavior characteristics corresponding to the source IP address in the access network request according to the maintained IP address, user identification and user behavior characteristics relationship information;

The behavior analysis module is used to mine and analyze the analysis result of the user access network request output by the deep message detection DPI device to obtain the user behavior characteristics, and refresh the user behavior characteristics associated with the corresponding user identification through the user-behavior management module;

An advertisement management module, configured to obtain matching advertisement information according to the user behavior characteristics;

The fourth communication module is configured to send a second network access request containing the advertisement information to the website server corresponding to the website address in the first network access request, receive and return the advertisement information to the user through the third communication module The second access network response for the advertisement information.

An embodiment of the present invention also provides an advertising system, including:

Network equipment, used to transmit the user's access network request;

Deep packet detection DPI equipment, used to analyze the received user access network request, and output the corresponding analysis result to the advertising server;

The advertisement server is configured to process according to the parsing result output by the DPI device, and return an access network response containing at least advertisement information matching user behavior characteristics.

The embodiment of the present invention also provides another advertising system, including:

Deep packet inspection DPI equipment, used to analyze the user's first access network request, and output the corresponding analysis results to the advertising server;

The advertisement server is configured to perform processing according to the analysis result output by the DPI device, and send a second network access request including advertisement information matching user behavior characteristics to the website server corresponding to the address of the visited website in the first network access request ; Receive and return the corresponding second access network response to the user;

The website server is configured to, according to the second network access request, insert the advertisement information contained in the network access request into the corresponding second webpage response page and return it to the advertisement server.

The embodiment of the present invention also provides another advertising system, including:

Deep packet inspection DPI equipment, used to analyze the user's first access network request, and output the corresponding analysis results to the advertising server;

The advertisement server is configured to process according to the analysis result output by the DPI device, and send the second access network including the user identification matching the user source IP address to the website server corresponding to the access website address in the first access network request request, and return the advertisement information requested by the website server that matches the user behavior characteristics;

The website server is configured to, according to the user identifier in the second network access request, request from the advertisement server for advertisement information matching the user identifier, and insert the matched advertisement information into the corresponding second webpage response page and return to the user.

It can be seen that the advertisement delivery method, advertisement server, and advertisement system provided by the embodiments of the present invention obtain information related to the user in the access network request according to the maintained IP address, user identification, and user behavior characteristics during the advertisement delivery process. The user behavior characteristics corresponding to the source IP address. Since the maintained user behavior characteristics are obtained by mining and analyzing the results output by the DPI device, in this way, the system can use the user’s online behavior to refresh the aforementioned relationship information in real time, thereby ensuring The real-time and accuracy of the relationship information, and the user identification can reflect the user identity more realistically and objectively than the IP address. In this case, the matching advertisement information is obtained according to the user behavior characteristics, and the advertisement information containing at least the advertisement information is returned to the client device. Access network response, so as to provide users with targeted, "tailor-made" advertising information, thereby improving the accuracy of advertising information delivery.

Description of drawings

FIG. 1 is a schematic flow diagram of Embodiment 1 of the advertisement placement method of the present invention;

Fig. 2 is a schematic flow chart of Embodiment 2 of the advertisement placement method of the present invention;

FIG. 3A is a schematic structural diagram of an embodiment of an advertisement server in the present invention;

Fig. 3B is another schematic structural diagram of an advertisement server embodiment of the present invention;

Fig. 4 is another schematic structural diagram of an advertisement server embodiment of the present invention;

FIG. 5 is another structural schematic diagram of an advertisement server embodiment of the present invention;

FIG. 6 is a schematic structural diagram of another advertisement server embodiment of the present invention;

7 is a schematic structural diagram of an advertising system embodiment of the present invention;

Fig. 8 is a schematic structural diagram of another advertising system embodiment of the present invention;

Fig. 9 is a schematic structural diagram of another advertising system embodiment of the present invention;

FIG. 10A is a schematic diagram of a network structure of an advertising system according to a specific embodiment of the present invention;

FIG. 10B is a schematic diagram of a network structure of another advertising system according to a specific embodiment of the present invention;

FIG. 10C is a schematic diagram of a network structure of another advertising system according to a specific embodiment of the present invention;

FIG. 11 is an interactive flow chart of user identification according to an embodiment of the present invention;

Fig. 12 is a schematic flow chart of the user's online behavior analysis process in the first specific embodiment of the present invention;

Fig. 13 is a schematic flow chart of the advertising delivery process in the first specific embodiment of the present invention;

Fig. 14 is a schematic flow chart of the advertising placement process in the second specific embodiment of the present invention;

Fig. 15 is a schematic flow chart of the advertising delivery process in the third specific embodiment of the present invention;

Fig. 16 is a schematic flow chart of the advertising placement process in the fourth specific embodiment of the present invention;

Fig. 17 is a schematic flow chart of the advertising placement process in the fifth specific embodiment of the present invention;

Fig. 18 is a schematic flow chart of the advertising delivery process in the sixth specific embodiment of the present invention;

Fig. 19 is a schematic flowchart of the process of placing advertisements in the seventh specific embodiment of the present invention.

Detailed ways

In order to make the purpose, technical solutions and advantages of the embodiments of the present invention clearer, the technical solutions in the embodiments of the present invention will be clearly and completely described below in conjunction with the drawings in the embodiments of the present invention. Obviously, the described embodiments It is a part of embodiments of the present invention, but not all embodiments. Based on the embodiments of the present invention, all other embodiments obtained by persons of ordinary skill in the art without creative efforts fall within the protection scope of the present invention.

Embodiments of the present invention provide an advertisement delivery method, a server and an advertisement delivery system, which can obtain corresponding user behavior characteristics according to the IP address in the network access request from the user, and at least obtain matching advertisement information according to the user behavior characteristics, so as to provide The user pushes tailor-made advertising information to improve the accuracy of the user's advertising, and through the cooperation of the deep message detection DPI device and the advertising server, the mining of user behavior characteristics is realized.

Embodiments of the present invention are described in detail below in conjunction with the accompanying drawings:

Embodiment 1 of the present invention provides an advertisement delivery method. FIG. 1 is a schematic flow chart of Embodiment 1 of the advertisement delivery method of the present invention. The execution subject of the method may be an advertisement server in an advertisement system, or a server of an affiliated website ( Web server for short), as shown in Figure 1, includes the following steps:

Step 101, receiving a network access request from a user, the network access request at least including the user's source IP address;

It should be understood that the request for accessing the network may also include a search keyword and an address of the visited website (such as URL information);

Step 102, according to the relationship information of the maintained IP address, user identification and user behavior characteristics, obtain the user behavior characteristics corresponding to the source IP address in the access network request, wherein the maintained user behavior characteristics are DPI (Deep Packet Inspection, deep message inspection) obtained by mining and analyzing the analysis results of user access network requests output by the device (it can also be understood as: refreshing the aforementioned relationship information according to the analysis results of user access network requests output by the DPI device, especially the refresh and correspondence The user behavior characteristics associated with the user ID); the user behavior characteristics here refer to the behavior preferences, interests, etc. displayed by the user when surfing the Internet, such as the user likes to visit automobile and football web pages, and the user likes to shop online.

It should be noted that the expression form of the relationship information of the maintained IP address, user identification and user behavior characteristics mentioned here may be the first relationship information of the maintained IP address and user identification, and the relationship between the maintained user identification and user behavior characteristics. Second relationship information, including but not limited to;

In one implementation, step 102 may include:

Obtain the user identifier corresponding to the source IP address according to the maintained first relationship information between the IP address and the user identifier;

According to the second relationship information between the maintained user ID and the user behavior feature, obtain the user behavior feature corresponding to the user ID, wherein the maintained user behavior feature is the analysis result of the user's network access request by the advertising server according to the DPI device obtained through mining analysis;

Step 103, at least according to the user behavior characteristics, obtain matching advertisement information;

Step 104: Return a network access response corresponding to the network access request to the user, where the network access response includes at least the advertisement information.

It should be noted that the advertisement information here may be the advertisement content itself, or an advertisement link, and so on.

It can be seen that in the embodiment of the present invention, during the process of advertising, the user behavior characteristics are obtained according to the source IP address in the access network request from the user, and at least matching advertisement information is obtained according to the user behavior characteristics, and the access network information containing the advertisement information is returned to the user. Answer, because the advertisement information is matched at least according to the user behavior characteristics, and the user behavior characteristics are obtained by mining and analyzing the analysis results of the user access network requests output by the DPI device in real time by the advertisement server. In other words, the cooperation between the advertisement server and the DPI device can Real-time mining and analysis of the user's online behavior, so that the user's behavior characteristics can be continuously updated/maintained in real time, and different user behavior characteristics in the embodiments of the present invention are associated/corresponding to different advertising information, so that users can be provided with targeted advertising information. Personalized and "tailor-made" advertising information, thereby improving the accuracy of advertising information delivery.

In an implementation manner, the foregoing embodiments of the present invention may further include:

According to the visiting website address in the visiting network request, send the second visiting network request to the corresponding website server, and receive the returned web page response page or streaming media data;

And insert the advertisement information obtained in the above-mentioned step 103 into the webpage response page or the streaming media data; correspondingly, step 104 is specifically: return to the user the webpage response page with the advertisement information inserted or the streaming media with the advertisement information inserted; data.

Correspondingly, in the above step 103 at least according to the user behavior characteristics, obtaining matching advertisement information may include:

Obtain advertisement information that matches the user behavior characteristics according to the maintained relationship information between the user behavior characteristics and advertisement information, or obtain information related to the user behavior characteristics and the webpage according to the maintained relationship information between the user behavior characteristics and the advertisement information Advertisement information that matches the keyword information in the response page; for the latter, it should be noted that the keyword information in the web page response page and the user behavior characteristics corresponding to the user's IP address are used as user behavior characteristics to match to obtain the corresponding advertisement information.

The embodiment of the present invention also provides another implementation manner, that is, the above-mentioned embodiment may further include: constructing an advertisement frame, in which the advertisement information and the visited website address in the access network request are inserted; Correspondingly, step 104 specifically includes: returning a network access response including the advertisement frame to the user. It should be noted that the advertisement frame here can be a webpage, the webpage contains advertisements, and the JS code contains a link to the affiliated website, and the user's browser will automatically access the affiliated website according to this link.

In order to push a tailor-made advertisement to the user and accurately identify the identity of the user, the method mentioned in the above embodiment may further include: receiving and maintaining the relationship information between the user IP address and the user ID sent by the network device, It should be noted that the network devices here are relevant network elements of the operator's network, including but not limited to aggregation devices, such as BRAS (Broadband Remote AccessServe, broadband remote access gateway), GGSN (Gateway GPRS Support Node, gateway GPRS support node ), or gateway equipment, such as PE (Provider Edge, MAN egress router), or access equipment, such as DSLAM (Digital Subscriber Line Access Multiplexer, digital subscriber line access multiplexer), etc. In this way, the inaccuracy of directly identifying the user through the IP address is avoided. After all, the IP address is dynamic. For example, for ADSL dial-up Internet users, the IP will change every time they dial up, so the user identity cannot be directly judged from the IP. In one implementation, the mining and analysis of the analysis results of user access network requests output by the DPI device may specifically include: according to the network access-related information and behavior feature analysis rules output by the DPI device, mining and analyzing to obtain the corresponding user behavior characteristics, and The user behavior feature is stored or updated in association with the corresponding user ID. It should be noted that the corresponding user ID refers to the user ID associated/corresponding to the source IP address in the received network access request. It should be noted that the network access-related information here may include URL, source IP address/destination IP address, search keyword information, etc., including but not limited to, network access-related information may be flexibly determined according to actual applications.

Further, in a specific implementation manner, according to the above-mentioned network access related information and behavior characteristic analysis rules output by the DPI device, the user behavior characteristics obtained through mining and analysis can be specifically:

According to the statistical results of the user's network access-related information within the first time range and the matching result of the knowledge base, the type distribution of the web pages visited by the user is obtained, and the first time range includes a long-term time range and/or a short-term time range scope;

And according to the distribution of the types of webpages visited by the user and the behavior characteristic analysis rules, the corresponding user behavior characteristics are obtained, and the user behavior characteristics include the user's long-term behavior characteristic information and the user's short-term behavior characteristic information. It should be noted that the long-term time range and short-term time range here can be flexibly set according to actual application needs. For example, the long-term time range can be one month from the user's online start time; the short-term time range can be one month from the user's online start time. Week. Also, the behavior characteristic analysis rules here can be preset or dynamically set.

Preferably, in the embodiment of the present invention, the user's access behavior can also be counted, that is, the above method further includes: receiving a network access request directed to the advertisement server sent after the user clicks on the advertisement, and the network access request includes the user's source IP address and the information of the advertising website; according to the information of the user source IP address and the advertising website, the behavior of the user clicking on the advertisement is counted; The device automatically initiates an access network request to access the advertising website. It should be noted that the information of the advertisement website here may be the address of the advertisement website. And, the above-mentioned statistical data can be used to analyze advertising information or billing statistics and so on.

The embodiment of the present invention also provides another advertisement delivery method. FIG. 2 is a schematic flowchart of Embodiment 2 of the advertisement delivery method of the present invention. , as shown in Figure 2, including the following steps:

Step 201, receiving a first network access request from a user, the first network access request including the user's source IP address and the address of the visited website;

It should be understood that the request for accessing the network may also include search keywords, and the address of the visited website here may be URL information;

Step 202: Obtain the user behavior characteristics corresponding to the source IP address in the first network access request according to the maintained relationship information between the IP address, the user identifier and the user behavior characteristics, wherein the maintained user behavior characteristics are for the DPI device It is obtained by mining and analyzing the analysis result of the output user access network request; (it can also be understood as: refreshing the aforementioned relationship information according to the analysis result of the user access network request output by the DPI device, especially refreshing the user behavior associated with the corresponding user ID characteristics); here, the user behavior characteristics refer to the behavior preferences and interests shown by users when surfing the Internet, such as users who like to visit automobile and football websites, users who like to shop online, etc.

It should be noted that the expression form of the relationship information of the maintained IP address, user identification and user behavior characteristics mentioned here may be the first relationship information of the maintained IP address and user identification, and the relationship between the maintained user identification and user behavior characteristics. Second relationship information, including but not limited to;

In one implementation, step 202 may include:

Obtain the user identifier corresponding to the source IP address according to the maintained first relationship information between the IP address and the user identifier;

According to the second relationship information between the maintained user ID and the user behavior feature, the user behavior feature corresponding to the user ID is obtained, wherein the maintained user behavior feature is mined by the advertisement server according to the analysis result of the user access network request by the DPI device analyzed;

Step 203. Obtain matching advertisement information according to the user behavior characteristics;

Step 204: Send a second web access request containing the advertisement information to the web server corresponding to the web access address in the first web access request, receive and return to the user the information corresponding to the second web access request, A second network access response containing the advertisement information.

It should be understood that the first and second mentioned in the foregoing embodiments have no clear sequence, but are only for distinguishing the two.

It can be seen that, in the embodiment of the present invention, during the advertisement delivery process, since the advertisement information is obtained by matching user behavior characteristics, and the user behavior characteristics are obtained by mining and analyzing the analysis results of the user access network requests output by the DPI device in real time by the advertisement server, In other words, user behavior characteristics can be continuously refreshed in real time, and different user behavior characteristics in the embodiments of the present invention are associated/corresponding to different advertisement information, so that users can be provided with targeted and "tailor-made" advertisement information, thereby Improve the accuracy of advertising information delivery.

Same as Embodiment 1 of the advertisement delivery method of the present invention, the above embodiment may further include the step of receiving and maintaining the relationship information between the user IP address and the user ID sent by the network device, so as to realize accurate identification of the user identity and avoid It is inaccurate to identify users directly through IP addresses. After all, IP addresses are dynamic. For example, for ADSL dial-up Internet users, the IP will change every time they dial up, so it is impossible to directly judge the user's identity from the IP. Among them, the network devices here are related network elements of the operator network, including but not limited to aggregation devices, such as BRAS (Broadband Remote Access Serve, broadband remote access gateway), GGSN (Gateway GPRS Support Node, gateway GPRS support node), Or gateway equipment, such as PE (Provider Edge, MAN egress router), or access equipment, such as DSLAM (Digital Subscriber Line Access Multiplexer, digital subscriber line access multiplexer), etc.

In one implementation, the mining and analysis of the analysis results of user access network requests output by the DPI device may specifically include: according to the network access-related information and behavior characteristic analysis rules output by the DPI device, mining and analyzing to obtain corresponding user behavior characteristics; and The user behavior feature is stored or updated in association with the corresponding user identifier. It should be noted that the corresponding user ID here refers to the user ID associated/corresponding to the source IP address in the received network access request. And, the network access-related information here may include URL, source IP address/target IP address, search keyword information, and the like.

Further, in an implementation manner, according to the above-mentioned network access-related information and behavior characteristic analysis rules output by the DPI device, the user behavior characteristics obtained through mining and analysis can be specifically:

According to the statistical results of the user's network access-related information within the first time range and the matching result of the knowledge base, the type distribution of the web pages visited by the user is obtained, and the first time range includes a long-term time range and/or a short-term time range scope;

And according to the distribution of the types of webpages visited by users and the analysis rules of behavior characteristics, corresponding user behavior characteristics can be obtained, and the user behavior characteristics can include long-term behavior characteristic information of the user and short-term behavior characteristic information of the user. It should be noted that the long-term time range and short-term time range here can be flexibly set according to actual application needs. For example, the long-term time range can be one month from the user's online start time; the short-term time range can be one month from the user's online start time. Week. Also, the behavior characteristic analysis rules here can be preset or dynamically set.

Preferably, it is also possible to conduct further statistics on the user's behavior of visiting the advertising website, that is, the above method further includes: receiving a network access request directed to the advertising server sent after the user clicks on the advertisement, and the network access request includes the user's source IP address and the information of the advertising website; according to the information of the user source IP address and the advertising website, the behavior of the user clicking on the advertisement is counted; The device automatically initiates an access network request to access the advertising website.

In the advertisement delivery method provided by the above-mentioned embodiments of the present invention, the user’s network behavior characteristics are mined and obtained through the behavior characteristic analysis rules and the network access related information output by the DPI device, and the matching advertisement is obtained according to the above-mentioned user behavior characteristics when performing advertisement delivery. Information can be delivered to users, which can improve the accuracy of advertisement delivery.

Corresponding to the above-mentioned embodiment of the advertisement delivery method, the embodiment of the present invention also provides a corresponding server. The server here can be the advertisement server in the advertisement system of the embodiment of the present invention, or the server of the affiliated website. The following is the advertisement server As an example to describe in detail.

FIG. 3A is a schematic structural diagram of an embodiment of an advertisement server in the present invention. As shown in FIG. 3A , the advertisement server includes a first communication module 11 , a user-behavior management module 12 , a behavior analysis module 13 and an advertisement management module 14 .

Wherein the above-mentioned first communication module 11 is used to receive the access network request sent by the user, the above-mentioned access network request at least includes the source IP address of the user, and returns to the user a corresponding network access response corresponding to the access network request, the access network The response includes at least the matching advertisement information; wherein, the access network request may also include search keywords, access website address (such as URL information);

The user-behavior management module 12 is used to obtain the user behavior characteristics corresponding to the source IP address in the access network request according to the maintained IP address, user identification and user behavior characteristics; the source IP address here can be The DPI device parses the network access request or the network access request image package sent by the user and outputs it to the advertisement server, or the user-behavior management module 12 parses the received network access request.

The behavior analysis module 13 is used to mine and analyze the analysis results of the user access network request output by the deep message detection DPI device to obtain the user behavior characteristics, and refresh the user behavior characteristics associated with the corresponding user identification through the user-behavior management module 12; Specifically, the user-behavior management module 12 may store or update the user behavior characteristics in association with the corresponding user identification, where the corresponding user identification corresponds to the source IP address in the network access request sent by the user User ID for .

The advertisement management module 14 is configured to obtain matching advertisement information based on at least the above-mentioned user behavior characteristics, and return a network access response corresponding to the network access request to the user through the first communication module 11, and the above-mentioned network access response includes at least the Matching ad information.

As shown in FIG. 3B, in an implementation manner, the user-behavior management module 12 may specifically include:

The user management module 121 is configured to obtain the user identification corresponding to the source IP address according to the maintained relationship information between the IP address and the user identification;

The behavior management module 122 is configured to obtain the user behavior characteristics corresponding to the user identifiers according to the maintained relationship information between the user identifiers and the user behavior characteristics.

As shown in FIG. 4, on the basis of the above-mentioned embodiments, the advertisement server in this embodiment of the present invention may further include a second communication module 15 and a first content insertion module 16, wherein:

The second communication module 15 is used to send a second web access request to the corresponding web server according to the web site address (specifically URL information) in the web access request; and receive the returned web page response page or streaming media data.

The first content insertion module 16 is used to insert the advertisement information into the webpage response page or streaming media data, and at this moment, the access network response returned by the first communication module 11 to the user is specifically a webpage response page inserted with advertisement information or streaming data.

Correspondingly, in one implementation manner, the advertisement management module 14 is a first advertisement management module, configured to obtain advertisement information matching the user behavior characteristics according to the maintained relationship information between user behavior characteristics and advertisement information; or, Obtain matching advertisement information from an advertisement database according to the user behavior characteristics, keyword information in the webpage response page, and maintained relationship information between user behavior characteristics and advertisement information.

As shown in Figure 5, in the advertisement server embodiment shown in Figure 3, the advertisement server can also further include a second content insertion module 17, which is used to construct an advertisement frame, and insert the advertisement information in the advertisement frame and the visited website address in the first web access request; wherein, the web access response returned by the first communication module 11 to the user is specifically the web access reply including the advertisement frame.

In the advertisement server provided by the above embodiment, the user-behavior management module 12 therein can be further configured to receive and maintain the relationship information between the user IP address and the user ID sent by the network device. In this way, the identity of the user can be accurately identified, and the inaccuracy of directly identifying the user through the IP address can be avoided. After all, the IP address is dynamic. For example, for ADSL dial-up Internet users, the IP will change every time they dial up, so it is impossible to directly judge the user from the IP identity. Wherein, the network devices here are relevant network elements of the operator's network, including but not limited to aggregation devices (such as BRAS, GGSN), or gateway devices (such as PE), or access devices (such as DSLAM).

In one implementation, the behavior analysis module 13 in the above embodiment can be specifically used to mine and analyze the corresponding user behavior characteristics according to the behavior characteristic analysis rules and the network access related information output by the DPI device, and use the user- The behavior management module 12 associates and saves or updates the user behavior characteristics with the corresponding user identifiers. Specifically, according to the statistical results of the user's network access-related information within the first time range and the matching result of the knowledge base, the type distribution of the web pages visited by the user is obtained, and the first time range includes a long-term time range and/or a short-term time frame; according to the distribution of the types of webpages visited by the user and the analysis rules of behavior characteristics, corresponding user behavior characteristics are obtained, and the user behavior characteristics include long-term behavior characteristic information of the user and short-term behavior characteristic information of the user . It should be noted that the long-term time range and short-term time range here can be flexibly set according to actual application needs. For example, the long-term time range can be one month from the user's online start time; the short-term time range can be one month from the user's online start time. Week. Also, the behavior characteristic analysis rules here can be preset or dynamically set.

As shown in Figure 4 or Figure 5, the advertisement server provided by the above-mentioned embodiments of the present invention may further include an access statistics module 18, which is used to receive the information directed to the advertisement server sent by the user through the first communication module 11 after clicking on the advertisement. Access the network request, according to the user source IP address in the access network request and the information statistics of the advertisement website, the behavior of the user clicking on the advertisement, and return to the user by the first communication module 11 to redirect to the advertisement website (specifically, it can be an advertisement website server ) access network response. In this way, it is convenient for the operator to collect statistics on the advertisements clicked by the users, to further analyze the advertisements, to process the billing, and the like.

It can be seen that the advertisement server provided by the above-mentioned embodiments of the present invention obtains user behavior characteristics according to the source IP address in the access network request from the user during the advertisement delivery process, and at least obtains matching advertisement information according to the user behavior characteristics, and returns the advertisement information to the user. The network access response containing advertisement information, because the advertisement information is obtained by at least matching the user behavior characteristics, and the user behavior characteristics are obtained by mining and analyzing the analysis results of the user access network requests output by the DPI device in real time by the advertisement server, in other words, the advertisement The cooperation of the server and the DPI device can carry out real-time mining and analysis of the user's online behavior, so that the user's behavior characteristics can be updated in real time, and different user behavior characteristics in the embodiments of the present invention are associated/corresponding to different advertisement information, so that it can be given Users provide targeted and "tailor-made" advertising information, thereby improving the accuracy of advertising information delivery.

The embodiment of the present invention also provides another advertisement server. FIG. 6 is a schematic structural diagram of another advertisement server embodiment of the present invention. As shown in FIG. 6, the advertisement server includes a third communication module 21 and a user-behavior management module 22 , a behavior analysis module 23, an advertisement management module 24 and a fourth communication module 25, wherein:

The third communication module 21 is used to receive the first access network request that the user sends, and described first access network request comprises user source IP address and visit website address (specifically can be URL information);

The user-behavior management module 22 is used to obtain the user behavior characteristics corresponding to the source IP address in the first access network request according to the maintained IP address, the user identifier and the relationship information of the user behavior characteristics; it should be noted that, It is the source IP address of the user obtained by the user-behavior management module 22 from the first network access request, or it may be output by the DPI device to the user-behavior management module 22 .

The behavior analysis module 23 is used to mine and analyze the analysis results of the user access network request output by the deep message detection DPI device to obtain the user behavior characteristics, and refresh the user behavior characteristics associated with the corresponding user identification through the user-behavior management module 22; specifically It may be to store or update the mined user behavior features associated with the corresponding user ID, where the corresponding user ID is the user ID corresponding to the source IP address in the network access request sent by the user.

The advertisement management module 24 is used to obtain matching advertisement information according to the above-mentioned user behavior characteristics; specifically, according to the relationship information between the maintained user behavior characteristics and advertisement information, obtain the advertisement information matching the above-mentioned user behavior characteristics from the advertisement database;

The fourth communication module 25 is configured to send a second web access request containing the advertisement information to the web server corresponding to the web site address in the first web access request, and receive the returned web address corresponding to the second web access request containing the advertisement information. The second network access response for the advertisement information is returned to the user through the third communication module 21 .

In one implementation, the user-behavior management module 22 may include:

The user management module 221 is configured to obtain the user identifier corresponding to the source IP address in the first network access request according to the maintained relationship information between the IP address and the user identifier;

The behavior management module 222 is configured to obtain the user behavior characteristics corresponding to the above-mentioned user identifiers according to the maintained relationship information between the user identifiers and the user behavior characteristics;

The user-behavior management module 22 in the advertising server provided by this embodiment can also be used to receive and maintain the relationship information between the user IP address and the user identification sent by the network device; It is inaccurate to use the IP address to identify the user. After all, the IP address is dynamic. For example, for an ADSL dial-up Internet user, the IP will change every time the dial-up is made, so it is impossible to directly judge the user's identity from the IP. Wherein, the network devices here are relevant network elements of the operator's network, including but not limited to aggregation devices (such as BRAS, GGSN), or gateway devices (such as PE), or access devices (such as DSLAM).

In one implementation, the behavior analysis module 23 in the above embodiment can be specifically used to mine and analyze the corresponding user behavior characteristics according to the behavior characteristic analysis rules and the network access related information output by the DPI device, and through the user-behavior management module 22. Save or update the user behavior feature in association with the corresponding user identifier. Specifically, according to the statistical results of the user's network access-related information within the first time range and the matching result of the knowledge base, the type distribution of the web pages visited by the user is obtained, and the first time range includes a long-term time range and/or a short-term time frame; according to the distribution of the types of webpages visited by the user and the analysis rules of behavior characteristics, corresponding user behavior characteristics are obtained, and the user behavior characteristics include long-term behavior characteristic information of the user and short-term behavior characteristic information of the user . It should be noted that the long-term time range and short-term time range here can be flexibly set according to actual application needs. For example, the long-term time range can be one month from the user's online start time; the short-term time range can be one month from the user's online start time. Week. Also, the behavior characteristic analysis rules here can be preset or dynamically set.

Preferably, the advertisement server provided by the above-mentioned embodiments of the present invention may further include an access statistics module 26, which is used to receive, through the third communication module 21, the access network request directed to the advertisement server itself sent by the user after clicking on the advertisement, and according to the The user's source IP address in the access network request and the information (advertising website address) of the advertising website count the behavior of the user clicking on the advertisement, and return to the user through the third communication module 21 to redirect to the advertising website (specifically, it can be an advertising website server) access network response. It is convenient for the operator to further analyze the advertisement and provide value-added services such as billing processing according to the statistics of the user's click on the advertisement by the statistics module.

It can be seen that the advertisement server provided by the above-mentioned embodiments of the present invention obtains user behavior characteristics according to the source IP address in the access network request from the user during the advertisement delivery process, and at least obtains matching advertisement information according to the user behavior characteristics, and returns the advertisement information to the user. The network access response containing advertisement information, because the advertisement information is obtained by at least matching the user behavior characteristics, and the user behavior characteristics are obtained by mining and analyzing the analysis results of the user access network requests output by the DPI device in real time by the advertisement server, in other words, the advertisement The cooperation of the server and the DPI device can carry out real-time mining and analysis of the user's online behavior, thereby obtaining real-time and constantly updated user behavior characteristics, and different user behavior characteristics in the embodiments of the present invention are associated/corresponding to different advertisement information, so that it can Provide users with targeted and "tailor-made" advertising information, thereby improving the accuracy of advertising information delivery.

The embodiment of the present invention also provides an advertising system. FIG. 7 is a schematic structural diagram of an advertising system embodiment of the present invention. As shown in FIG. 7, the advertising system includes a network device 31, a DPI (deep packet inspection) device 32 and Ad server 33, wherein:

The above-mentioned network device 31 is used to transmit the user's access network request;

The DPI device 32 is used to analyze the user's access network request, and output the corresponding analysis result to the advertisement server 33; the analysis result here may include network access related information obtained from the access network request, such as URL, source IP address/ Target IP address, search keyword information, etc.; Optionally, the DPI device 32 can also be used to analyze the access network response returned to the user, and output the corresponding analysis result to the advertisement server 33; the analysis result here can include from Information related to network access obtained from accessing network responses, such as the text content of the response page, especially the keyword information included therein;

The advertisement server 33 is configured to process according to the analysis result output by the DPI device 32, and return a network access response including at least advertisement information matching user behavior characteristics. In one implementation, the advertisement server 33 is specifically configured to refresh the user behavior characteristics associated with the corresponding user identifier according to the analysis result output by the DPI device 32; and, at least according to the maintained IP address, user identifier, user behavior characteristics and advertisement The relationship information of the information is obtained by obtaining the advertisement information matched with the source IP address in the received network access request, and returning a network access response containing at least the advertisement information. Further, specifically, according to the maintained relationship information between the IP address and the user identification, the user identification corresponding to the user source IP address in the received network access request may be obtained, and according to the maintained relationship information between the user identification and the user behavior characteristics, obtain User behavior characteristics corresponding to the user identifier; obtaining matching advertisement information at least according to the user behavior characteristics; and returning a network access response corresponding to the network access request, the network access response at least including the advertisement information .

The DPI device 32 in the above-mentioned embodiment can also be further used to judge whether it is necessary to intercept the access network request for advertisement insertion, and return to the user an access network response redirected to the advertisement server 33 when necessary, and the access network response includes the user's The address of the original visited website; wherein, the network visit request received by the advertisement server 33 is triggered by the network visit reply. Specifically, it may be determined whether to intercept the network access request for advertisement insertion according to the policy (such as according to the URL whitelist or the label in the URL, etc.). In one implementation, it may be determined whether the URL in the network access request is included in the If it is in the preset URL whitelist, it is determined that this access network request needs to be intercepted for advertisement insertion; otherwise, this access network request does not need to be intercepted for advertisement insertion. The network device 31 in the above-mentioned embodiment is further used to send the authentication request from the user to the AAA (Authentication Authorization Accounting) server 34, and receive the corresponding authentication response returned by the AAA server 34. The above-mentioned authentication response includes the assigned user IP address and corresponding user identification, and transmit the relationship information between user IP address and user identification information to the above-mentioned advertising server 33; in this embodiment, the above-mentioned advertising server 33 can also be further used to receive and maintain the user IP address and user identification sent by the network device 31 relationship information. The user identifier here may be the user's mobile phone number or dial-up account or the like.

In addition, the network device 31 in the above-mentioned embodiment is further configured to send a mirrored data packet of the network access request or network access response to the DPI device 32 ( That is, the copy packet); the above-mentioned DPI device 32 is specifically used to parse out the network access-related information from the mirror data packet of the above-mentioned access network request and/or access network response and output it to the advertisement server 33;

Correspondingly, in this embodiment, the above-mentioned advertisement server 33 can specifically be used to mine and analyze the corresponding user behavior characteristics according to the behavior characteristic analysis rules and the network access related information output by the DPI device 32, and compare the user behavior characteristics with the corresponding user behavior characteristics. Save or update the user ID association; and obtain the user behavior feature information corresponding to the source IP address in the received network access request according to the maintained IP address, user ID and user behavior feature information, at least according to the user The behavior characteristic information obtains the matching advertisement information, and returns a corresponding access network response containing at least the advertisement information.

In one implementation, the advertisement server 33 in the above embodiment can be further used to download the response page or stream media data of the web page visited by the user according to the website address received in the network visit request received, and send the matching Advertisement information is inserted into the webpage response page or streaming media data, wherein the returned access network response is the webpage response page or streaming media data inserted with advertisement information;

Or, in another implementation, the advertisement server 33 may be further used to construct an advertisement frame, insert the advertisement information and the address of the visited website in the received network access request into the advertisement frame, wherein the return The visited network response for is the visited network response containing the advertisement frame.

It can be seen that the advertisement system provided by the embodiment of the present invention realizes real-time refreshing of the user behavior characteristics associated with the corresponding user identifiers through the cooperation of the DPI device and the advertisement server during the advertisement delivery process, and obtains information from the user based on the real-time refreshed relationship information. The advertisement information matched by the source IP address in the access network request returns to the user an access network response containing the advertisement information. Since different user behavior characteristics in the embodiments of the present invention are associated/corresponding to different advertisement information, it is possible to provide the user with Targeted, "tailor-made" advertising information, thereby improving the accuracy of advertising information.

Furthermore, since the relationship information between the IP address and the user ID provided by the AAA server in the operator network is used, and the user ID is more stable and reliable than the user IP address, the advertising system using the embodiment of the present invention can be more accurate Identify the same user, and can more accurately and long-term track the same user's online behavior, so that the results of behavior analysis will be more accurate, avoiding the frequent changes of IP addresses in the prior art (such as ADSL dial-up Internet users, each dial-up The IP will change, and for example, after passing through the NAT device, the source IP address of the user may change), which brings about the defect that the user identity cannot be directly judged from the IP.

And, participating in the advertisement through the DPI, including returning a response redirected to the advertisement server to the client after determining that the advertisement needs to be inserted, further improving the flexibility of advertisement delivery.

The embodiment of the present invention also provides an advertising system. FIG. 8 is a schematic structural diagram of another advertising system embodiment of the present invention. As shown in FIG. 8, the advertising system includes a DPI (Deep Packet Inspection) device 41, an advertising server 42 and web server 43, wherein:

The DPI device 41 is used to analyze the user's first access network request, and output the corresponding analysis result to the advertisement server 42; the analysis result here may include network access related information obtained from the access network request, such as URL, source IP address/ Target IP address, search keyword information, etc.; Optionally, the DPI device 41 can also be used to analyze the access network response returned to the user, and output the corresponding analysis result to the advertisement server 42; the analysis result here can include from Information related to network access obtained from accessing network responses, such as the text content of the response page, especially the keyword information included therein;

The advertisement server 42 is configured to perform processing according to the analysis result output by the DPI device, and send a second network access request containing advertisement information matching user behavior characteristics to the website server corresponding to the visited website address in the first network access request ; receive and return a corresponding second network access response to the user; in one implementation, the above-mentioned advertisement server 42 is specifically configured to refresh the user behavior characteristics associated with the corresponding user identifier according to the analysis result output by the DPI device 41; and according to the maintenance The relational information of IP address, user identification, user behavior characteristics and advertisement information obtains the advertisement information matched with the source IP address in the first access network request received; The website server corresponding to the address sends a second network access request containing the advertisement information; receives and returns a corresponding second network access response to the user. Further, it may be specifically, to obtain the user identification corresponding to the source IP address in the received first network access request according to the maintained relationship information between the IP address and the user identification; according to the maintained relationship information between the user identification and the user behavior characteristics Obtaining user behavior characteristics corresponding to the user identifier; obtaining matching advertisement information according to the user behavior characteristics;

The website server 43 is configured to insert the advertisement information included in the network access request into the corresponding second webpage response page and return it to the second advertisement server according to the second network access request.

The advertising system provided in the above embodiments may further include a network device 44, which is used to send an authentication request from the user to the AAA server 45, and receive a corresponding authentication response returned by the AAA server 45, which includes Assigned user IP address and corresponding user identification, and send the relationship information of the user IP address and user identification letter to the advertisement server 42, correspondingly, the advertisement server 42 is further used to receive and maintain the information sent by the network device 44 Information about the relationship between the user's IP address and the user's ID.

The above-mentioned network device 44 is further configured to send a mirror image packet of the network access request or network access response to the DPI device 41 when receiving the network access request sent by the user or the network access response returned to the user. The DPI device 41 is specifically configured to parse out network access-related information from the image packet of the network access request and/or network access response and output it to the advertisement server 42;

Correspondingly, in one implementation, the advertisement server 42 is specifically configured to mine and analyze the corresponding user behavior characteristics according to the behavior characteristic analysis rules and the network access related information output by the DPI device 41, and compare the user behavior characteristics with the corresponding Save or update the user ID association; and obtain the user behavior feature corresponding to the source IP address in the received first network access request according to the maintained IP address, the relationship information between the user ID and the user behavior feature, and according to the user behavior Features Obtain matching advertisement information, send a second web access request containing the advertisement information to the website server corresponding to the web site address in the first web access request; receive and return a corresponding second web access response to the user.

In the advertisement system provided by the above-mentioned embodiments of the present invention, when delivering advertisements, the advertisement server 42 searches for user behavior characteristics according to the user identification, and selects appropriate advertisement information to distribute to users according to the user behavior characteristics, which can improve the accuracy of advertisement placement. In addition, the above-mentioned user behavior characteristics can be obtained by mining and analyzing the analysis result of the network access request by the advertisement server 42 according to the DPI device 41 .

It can be seen that the advertisement system provided by the embodiment of the present invention realizes real-time refreshing of the user behavior characteristics associated with the corresponding user identifiers through the cooperation of the DPI device and the advertisement server during the advertisement delivery process, and obtains information from the user based on the real-time refreshed relationship information. The advertisement information matched by the source IP address in the access network request returns to the user an access network response containing the advertisement information. Since different user behavior characteristics in the embodiments of the present invention are associated/corresponding to different advertisement information, it is possible to provide the user with Targeted, "tailor-made" advertising information, thereby improving the accuracy of advertising information.

Furthermore, since the relationship information between the IP address and the user ID provided by the AAA server in the operator network is used, and the user ID is more stable and reliable than the user IP address, the advertising system using the embodiment of the present invention can be more accurate Identify the same user, and can more accurately and long-term track the same user's online behavior, so that the results of behavior analysis will be more accurate, avoiding the frequent changes of IP addresses in the prior art (such as ADSL dial-up Internet users, each dial-up The IP will change, and for example, after passing through the NAT device, the source IP address of the user may change), which brings about the defect that the user identity cannot be directly judged from the IP.

And, participating in the advertisement through the DPI, including returning a response redirected to the advertisement server to the client after determining that the advertisement needs to be inserted, further improving the flexibility of advertisement delivery.

The embodiment of the present invention also provides an advertising system. FIG. 9 is a schematic structural diagram of another advertising system embodiment of the present invention. As shown in FIG. 9, the advertising system includes a DPI (Deep Packet Inspection) device 51, an advertising server 52 and web server 53, wherein:

The deep packet detection DPI device 51 is used to analyze the user's first access network request, and output the corresponding analysis result to the advertisement server 52; the analysis result here may include network access related information obtained from the access network request, such as URL, Source IP address/target IP address, search keyword information, etc.; Optionally, the DPI device 51 can also be used to analyze the access network response returned to the user, and output the corresponding analysis result to the advertisement server 52; the analysis here The results may include information related to network access obtained from the response to the access network, such as the text content of the response page, especially the keyword information included therein;

The advertisement server 52 is configured to process according to the analysis result output by the DPI device, and send the second access network information containing the user identification matching the user source IP address to the website server corresponding to the access website address in the first access network request. request, and return the advertisement information requested by the website server that matches the user behavior characteristics. In one implementation, the advertisement server 52 is specifically configured to refresh the user behavior characteristics associated with the corresponding user identifier according to the analysis result output by the DPI device 51; and obtain the source IP address corresponding to the received first network access request. User ID, sending a second web access request containing the user ID to the website server corresponding to the visited website address in the first web access request, and according to the maintained IP address, user ID, user behavior characteristics and advertisement information The relationship information returns the advertisement information requested by the website server 53. Further, specifically, the user identification corresponding to the source IP address in the received first network access request is obtained according to the maintained relationship information between the IP address and the user identification; according to the visited website in the first network access request The address sends a second network access request including the user identifier to the corresponding website server.

The website server 53 is used to request the advertisement information matched with the user identifier from the advertisement server 52 according to the user identifier in the second access network request, and insert the matched advertisement information into the corresponding second webpage response page and return to the user. Specifically, according to the user identifier in the second network access request, request the advertisement server 52 for the user behavior characteristics corresponding to the user identifier and the advertisement information matching the user behavior characteristics, and send the matched The advertisement information is inserted into the second web page response page corresponding to the second access network request and returned to the user.

The advertising system in the above embodiment may further include a network device 54, which is used to send an authentication request from the user to the AAA server 55, and receive a corresponding authentication response returned by the AAA server 55, wherein the authentication response includes the allocation The user IP address and the corresponding user identification, and send the relationship information of the user IP address and the user identification to the advertisement server 52; Information about the relationship between an IP address and a user ID.

In addition, the above-mentioned network device 54 can also be further configured to send a mirror data packet of the network access request or network access response to the DPI device 51 when receiving a network access request from a user or a network access response returned to the user;

Correspondingly, in one implementation, the DPI device 51 is specifically configured to parse out network access-related information from the image data packet of the network access request and/or network access response and output it to the advertisement server 52;

At this time, the above-mentioned advertisement server 52 is specifically used to mine and analyze the user behavior characteristics according to the behavior characteristic analysis rules and the network access related information output by the DPI device 51, and store or update the user behavior characteristics in association with the corresponding user identification, And after receiving the first access network request, send to the website server 53 corresponding to the access website address in the first access network request to include the second access to the user identification corresponding to the source IP address in the first access network request The network request, and the advertisement information requested by the website server 53 are returned according to the maintained IP address, user ID, user behavior characteristics and relational information of the advertisement information.

It can be seen that the advertisement system provided by the embodiment of the present invention realizes real-time refreshing of the user behavior characteristics associated with the corresponding user identifiers through the cooperation of the DPI device and the advertisement server during the advertisement delivery process, and obtains information from the user based on the real-time refreshed relationship information. The advertisement information matched by the source IP address in the access network request returns to the user an access network response containing the advertisement information. Since different user behavior characteristics in the embodiments of the present invention are associated/corresponding to different advertisement information, it is possible to provide the user with Targeted, "tailor-made" advertising information, thereby improving the accuracy of advertising information.

Furthermore, since the relationship information between the IP address and the user ID provided by the AAA server in the operator network is used, and the user ID is more stable and reliable than the user IP address, the advertising system using the embodiment of the present invention can be more accurate Identify the same user, and can more accurately and long-term track the same user's online behavior, so that the results of behavior analysis will be more accurate, avoiding the frequent changes of IP addresses in the prior art (such as ADSL dial-up Internet users, each dial-up The IP will change, and for example, after passing through the NAT device, the source IP address of the user may change), which brings about the defect that the user identity cannot be directly judged from the IP.

And, participating in the advertisement through the DPI, including returning a response redirected to the advertisement server to the client after determining that the advertisement needs to be inserted, further improving the flexibility of advertisement delivery.

Fig. 10A is a schematic diagram of a network structure of an advertising system according to a specific embodiment of the present invention. As shown in Fig. 10A, the DPI device 61a in this embodiment is connected to the convergence device 62a, that is, the convergence device 62a copies the web page initiated by the user device. request, or copy the web response returned to the user device and forward it to the DPI device.

Wherein the DPI device 61a is responsible for in-depth message analysis, and parses out the information that the user equipment 65a accesses the Internet (i.e. the website server 66a) through the access network and sends it to the advertisement server 63a. For example, the above-mentioned information can be URL, source IP address/target IP address; the converging device 62a is also responsible for user identification identification, sends an authentication request to the AAA server 67a, and uploads the user identification and IP mapping relationship information returned by the AAA server 67a to the advertisement server 63a, and the advertisement server 63a is used for user behavior analysis , obtain user behavior characteristics, and obtain matching advertisement information according to the user behavior characteristic information. The gateway device 64a here is responsible for sending the user's web request sent by the aggregation device to the website server, or transmitting the web response returned by the website server 66a to the aggregation device 62a, and when it comes to advertisement delivery, it is responsible for the output of the advertisement server 63a. The web response of the advertisement information is returned to the user;

It should be noted that the DPI device 61a may also be built in a gateway device, a convergence device, or an access device, or may be connected to a gateway device, a convergence device, or an access device in a bypass manner.

For example, FIG. 10B is a schematic diagram of a network structure of another advertisement system according to a specific embodiment of the present invention. As shown in FIG. 10B , the DPI device 61b is connected to the gateway device 64b and the advertisement server 63b, that is, the gateway device replicates the advertisement server initiated by the user device. Web request, or copy the Web response returned to the user device and forward it to the DPI device.

Wherein the DPI device 61b is responsible for in-depth message analysis, and parses out the information that the user equipment 65b accesses the Internet (i.e. the website server 66b) through the access network and sends it to the advertisement server 63b. For example, the above-mentioned information can be URL, source IP address/target IP address, the converging device 62b is responsible for user identification identification, sends an authentication request to the AAA server 67b, and uploads the user identification and IP mapping relationship information returned by the AAA server 67b to the advertisement server 63b, and the advertisement server 63b is used for user behavior analysis. Obtain user behavior characteristics, and obtain matching advertisement information based on user behavior characteristics information.

Fig. 10C is a schematic diagram of the network structure of another advertising system according to a specific embodiment of the present invention. As shown in Fig. 10C, the DPI device 61c is connected to the access device and the advertisement server 63c, that is, the access device copies the Web page initiated by the user device. request, or copy the web response returned to the user device and forward it to the DPI device.

Wherein the DPI device 61c is responsible for in-depth message analysis, and parses out the information that the user equipment 65c accesses the Internet (i.e. the website server 66b) through the access network and sends it to the advertisement server 63c. For example, the above-mentioned information can be URL, source IP address/target IP address, the converging device 62c is responsible for user identification identification, sends an authentication request to the AAA server 67c, and uploads the user identification and IP mapping relationship information returned by the AAA server 67c to the advertisement server 63c, and the advertisement server 63c is used for user behavior analysis. Obtain user behavior characteristics, and obtain matching advertisement information based on user behavior characteristics information. In this specific embodiment, the function of the gateway device 64c is the same as that of the gateway device 64a in Fig. 10A.

Please refer to FIG. 11 , which is an interactive flow chart of user identification in an embodiment of the present invention. The network architecture of an advertising system shown in FIG. 10A is used as a specific scenario for illustration. BRAS, GGSN) is responsible for sending/receiving authentication requests to the AAA server, and uploading the user ID-IP pair to the advertising server; the AAA server is responsible for authenticating the user’s identity and returning the authentication result to BRAS. If the authentication is successful, the returned result contains the IP address and corresponding user identifier (such as user account). The advertising server is responsible for receiving the user ID and IP address pair uploaded by the BRAS, and saving the data for query; the method may include:

Step 301, when the user goes online, the user equipment initiates an authentication request to the convergence device BRAS;

Step 302, BRAS forwards the authentication request to the AAA server, including information such as account number, password, NAS (Network Access Server, Network Access Server) address, NAS port in the authentication request;

Step 303, AAA server sends to BRAS the authentication success message that comprises the IP address that user distributes and corresponding user identification (namely user account number) after identity verification is successful;

Step 304, BRAS returns authentication success message to user equipment;

In step 305, the BRAS sends the pair of the user identifier and the IP address to the advertisement server (specifically, the user management module).

Fig. 12 is a schematic flow chart of the user's online behavior analysis process in the first specific embodiment of the present invention. The gateway device or convergence device in this embodiment is responsible for forwarding messages to the DPI device, and the DPI device is responsible for identifying/analyzing Web requests. Optional Analyze the Web response, and send the analysis results (such as URL, user IP, Web response content, etc.) to the behavior analysis module of the advertising server. In this embodiment, the behavior analysis module of the advertising server can mine and analyze the corresponding user behavior characteristics according to the network access related information and behavior characteristic analysis rules sent by the DPI device, and obtain the long-term behavior characteristic information or short-term behavior characteristic information of the user; user management The module is responsible for managing user identification and IP pair data. The behavior analysis module obtains the user identification by querying the user management module. The behavior management module is responsible for storing or updating the association between the user behavior characteristics and the corresponding user identification, as shown in Figure 12, including Follow the steps below:

Step 401, the user initiates a Web request through the user equipment;

Step 402, the gateway device/aggregation device forwards the web request to the website, and copies the web request and sends it to the DPI device;

Step 403, the DPI device parses the above-mentioned Web request, that is, obtains information related to the user's network access, which may be the URL address accessed by the user, the IP address of the user device, and other information;

Step 404, the DPI device sends the relevant information (such as URL, user IP, etc.) of the above-mentioned network access to the behavior analysis module of the advertisement server;

Step 405, the behavior analysis module of the advertising server queries the user identification from the user management module according to the user IP address;

Step 406: The behavior analysis module of the advertisement server performs behavior analysis on the user according to the behavior analysis rules and the above-mentioned information carried in the Web request, such as establishing a knowledge base of URL addresses. The first type of URL addresses in the knowledge base is sports. The type of URL address includes http://sports.*****.com/, where "sports" is the keyword of the sports URL address, the second type of URL address is news, and the third type of URL address is music class, after receiving the URL address accessed by the user provided by the DPI device, the user's interest can be analyzed and counted according to the above URL. The user visits the URL address of the sports category more frequently, the number of visits is 100 times, and the number of visits to the URL address of the music category is 20 times. When the frequency of a type of URL address reaches a threshold (it can be set dynamically, or it can be preset according to empirical values), then the category corresponding to this type of URL address can be used as a user behavior feature, and the user's interest can be considered as Sports information, this is long-term behavioral characteristic information; and in the last week, the number of times the user visits the music URL address is 10 times, and the number of visits to the sports URL address is 2 times, which can be considered as the user's interest in a short period of time. For music information, this is short-term behavior characteristic information;

Step 407, after the behavior analysis module analyzes and obtains the user behavior characteristics, output them to the behavior management module, so that the behavior management module can update/maintain the user behavior characteristics associated with the corresponding user identifier;

Step 408, the website returns a Web response;

Optionally, the following steps may also be included:

Step 409, the gateway device/aggregation device copies the Web response and forwards it to the DPI device, and the DPI device parses the above Web response to obtain relevant information included in the Web response, such as the text content of the response page, especially the keyword information included therein, and send it to the behavior analysis module;

Step 410, the behavior analysis module conducts behavior analysis on the user at least according to the information carried in the Web response, for example, according to the keyword information included in the Web response, and the relationship information between keywords and user behavior characteristics, to obtain the corresponding user behavior characteristics , and output to the behavior management module, so that the behavior management module updates the user's long-term behavior characteristics or user short-term behavior characteristics associated with the corresponding user ID.

Fig. 13 is a schematic flow chart of the advertisement delivery process in the first specific embodiment of the present invention. In this embodiment, the gateway device is responsible for forwarding the message to the DPI device; the DPI device is responsible for identifying/parsing the Web request, and judging whether to To insert an ad, if necessary, intercept the user's web request and return a redirection response to the user's device. The content insertion module of the advertisement server is responsible for downloading the original webpage content, reconstructing the webpage, inserting advertisement information corresponding to user behavior characteristics into the webpage, and then returning it to the user; the user management module is responsible for managing user identification and IP pairs, and the content insertion module passes Query the user management module to obtain the user ID; the behavior management module is responsible for maintaining user behavior characteristics, and the content insertion module obtains user behavior characteristics by querying the behavior management module; the advertisement management module is responsible for managing and maintaining advertisement information (or advertisement links), and the content insertion module passes Query the advertising management module to obtain advertising information (or advertising links) corresponding to user behavior characteristics; the access statistics module is responsible for redirecting the web request of the user clicking on the advertising information, and counting the user's clicking on the advertising behavior, and the statistical data can be used for charging in accordance with. As shown in Figure 13, it includes the following steps:

Step 501, the user initiates a web request to access the affiliate website through the user device;

Step 502, the gateway device forwards the web request to the joining website and copies the web request, and forwards the copied web request to the DPI device;

Step 503, the DPI device parses the web request to obtain the accessed URL, and judges whether the web request needs to be intercepted for advertisement insertion according to the policy (such as according to the URL whitelist or the tags in the URL, etc.). If it is necessary to insert an advertisement, the DPI counterfeit affiliate website returns a redirected web response, redirects the web request to the advertisement server (specifically, it can be a content insertion module), and at the same time carries the original URL visited by the user in the parameter; the URL whitelist in this step It can be a list of URL addresses of all affiliated website servers. By using this white list, the advertisement can be inserted only when the user visits the affiliated website server. At the same time, an indicator tag can be added to the URL address of the affiliated website server. The indicator tag is used to indicate Its URL address is the URL address of the affiliate website server;

Step 504, the client browser automatically initiates a Web request to access the advertisement server (specifically, it may be a content insertion module);

Step 505, the advertisement server (specifically, it may be a content insertion module) initiates a web request to access the affiliate website server according to the original URL in the parameter, and receives a web response page;

Step 506, the advertisement server (specifically, it may be the content insertion module) inquires the user identification from the user management module according to the source IP address of the user equipment, inquires the user behavior characteristics according to the inquired user identification, and inquires the corresponding information from the advertisement management module according to the user behavior characteristics. Advertisement information, optional, you can also add a record of posting advertisements to facilitate subsequent statistics;

Step 507, the advertisement server (specifically, the content insertion module) inserts the advertisement information into the web response page, and returns it to the user equipment;

Steps 508-509, the user clicks on the advertisement information through the user equipment, thereby triggering a web request to the advertisement server (specifically, the access statistics module). It should be noted that since the URL in the advertisement information points to the access statistics module, the advertisement website The address of is included in the parameters, so when the user clicks on the advertisement information, the first thing to visit is the access statistics module;

Step 510, the advertisement server (specifically, it may be an access statistics module) performs statistics on the behavior of the user clicking on the advertisement information, and returns a Web response redirected to the advertisement website to the user equipment;

Step 511, the user equipment automatically initiates a Web request to access the advertising website.

Fig. 14 is a schematic flow chart of the advertisement placement process in the second specific embodiment of the present invention. In this embodiment, the process of user identity identification and user online behavior analysis is the same as that of the first specific embodiment above, and the gateway device is responsible for Forward the message to the DPI device; the DPI device is responsible for identifying/parsing the web request, and judging whether to insert an advertisement based on the parsed information. If necessary, it intercepts the user's web request and returns a redirection response to the user device. The advertisement server (specifically, the content insertion module) is responsible for constructing the advertisement frame, inserting the precise advertisement corresponding to the user behavior characteristics and the original URL into the advertisement frame, and then returning it to the user. The user management module is responsible for managing the user ID, IP pair, content The insertion module obtains the user identification by querying the user management module; the behavior management module is responsible for maintaining user behavior characteristics, and the content insertion module obtains user behavior characteristics by querying the behavior management module; the advertisement management module is responsible for managing and maintaining advertisement information (or advertisement links), content The insertion module obtains advertisements (or advertisement links) that match user behavior characteristics by querying the advertisement management module; the access statistics module is responsible for redirecting the web request that the user clicks on the advertisement, and counts the behavior of the user's click on the advertisement information, and the statistical data can be used for as a basis for charging. As shown in Figure 14, it includes the following steps:

Step 601, the user initiates a web request to access the server of the affiliated website through the user device, and the gateway device sends the above-mentioned web request to the server of the affiliated website and forwards the image package of the web request to the DPI device;

Step 602, the DPI device parses the above web request, and judges whether to intercept the web request for advertisement insertion according to the policy (such as according to the URL whitelist or the tags in the URL, etc.). If it is necessary to insert an advertisement, the DPI device imitates the server of the affiliated website to return a web response, redirects the web request to the content insertion module, and at the same time carries the original URL accessed by the user in the parameter; the URL whitelist in this step can be the URL of all affiliated website servers The list of URL addresses, using this white list can insert advertisements only when the user visits the affiliate website server, and at the same time can add an indicator tag to the URL address of the affiliate website server, which is used to indicate that the URL address is the affiliate website server URL address;

Step 603, the user automatically initiates a Web request to access the advertisement server (specifically, a content insertion module) through the user equipment;

Step 604, the advertisement server (specifically, the content insertion module) inquires the user identification from the user management module according to the source IP of the user, inquires the user behavior characteristics from the behavior management module according to the user identification, and inquires the matching advertisement information from the advertisement management module according to the user behavior characteristics , optionally, you can also add a posting advertisement record;

Step 605, the advertisement server (specifically, it may be a content insertion module) constructs an advertisement frame, inserts the advertisement information obtained above and the original URL accessed by the user into the frame, and returns it to the user;

Step 606, the user automatically initiates a Web request to access the affiliate website server through the user equipment (such as a client browser);

Step 607, the affiliated website server responds normally, and returns the original webpage content;

Steps 608-609, the user clicks on the advertisement information through the user equipment, and initiates a Web request pointing to the access statistics module. It should be noted that since the URL in the advertisement points to the access statistics module, the address of the advertisement website is included in the parameter, so When a user clicks on an advertisement, a web request is first sent to the access statistics module;

Step 610, the advertisement server (specifically, it may be an access statistics module) performs statistics on the behavior of the user clicking on the advertisement, then returns a Web response, and redirects the Web request to the advertisement website;

Step 611, the user automatically initiates a Web request to access the advertising website through the client browser.

Fig. 15 is a schematic flow chart of the advertisement delivery process in the third specific embodiment of the present invention. In this embodiment, the process of user identification and user online behavior analysis is the same as that of the above-mentioned first specific embodiment. In the advertisement delivery process, the advertisement server acts as A web server that provides accurate advertisement information; the user management module in the advertisement server is responsible for managing user identification and IP pairs; the content insertion module in the advertisement server obtains the user ID by querying the user management module; the behavior management module in the advertisement server is responsible for maintaining user Behavior characteristics, the content insertion module in the advertisement server obtains the user behavior characteristics by querying the behavior management module according to the user identification; the advertisement management module in the advertisement server is responsible for managing and maintaining advertisement information (or advertisement links), and the content insertion module obtains the user behavior characteristics through the advertisement management module Query to obtain the advertisement information (or advertisement link) that matches the user's behavior characteristics; the access statistics module in the advertisement server is responsible for redirecting the web request of the user to click on the advertisement information, and counting and counting the behavior of the user's click on the advertisement information, and the statistics are available basis for charges. As shown in Figure 15, the following steps are included:

Step 701, the affiliate website server inserts a Javascrip script in the webpage advertisement space, and the script contains an advertisement link pointing to the advertisement server, such as <imgsrc=″http://UBA.net/advert>;

Step 702, the user initiates a web request to access the affiliate website server through the user device, and the web request is forwarded through the gateway device;

Step 703, the joining website server returns a Web response;

Step 704, after receiving the Web response, the user equipment (such as the client browser) automatically initiates a Web request to the advertisement server (specifically, the content insertion module in the advertisement server);

Step 705, the advertisement server (specifically, the content insertion module in the advertisement server) queries the user identification from the user management module according to the source IP address of the user equipment, queries the user behavior characteristics from the behavior management module according to the user identification, and then sends the advertisement to the advertisement according to the user behavior characteristics. The management module queries the matching advertisement information, optionally, it can also perform advertisement publishing statistics, and then return a web response containing the advertisement information;

Steps 706-707, the user clicks on the advertisement through the user equipment, and sends a Web request to the advertisement server (specifically, the access statistics module in the advertisement server); it should be noted that, since the URL in the advertisement points to the visit statistics module, the advertisement website The address is included in the parameter, so when the user clicks on the advertisement, a web request is sent to the access statistics module;

Step 708, the advertisement server (specifically, the access statistics module in the advertisement server) performs statistics on the behavior of the user clicking on the advertisement, and then returns a Web response that redirects the Web request to the advertisement website;

Step 709, the user automatically initiates a Web request to access the advertising website through the user equipment (such as a client browser); the subsequent process is the same as that of the prior art, and will not be repeated.

Fig. 16 is a schematic flow chart of the advertising delivery process in the fourth specific embodiment of the present invention. In this embodiment, the process of user identity identification and user online behavior analysis is the same as that of the first specific embodiment above. During the advertising delivery process, the advertising server acts as The proxy (Proxy) between the user device and the affiliated website server is responsible for inserting accurate advertising links in the web request; the user management module in the advertising server is responsible for managing user identification and IP pairs, and the content insertion module in the advertising server manages the The module query obtains the user identification; the behavior management module in the advertisement server is responsible for maintaining user behavior characteristics, and the content insertion module obtains user behavior characteristics by querying the behavior management module; the advertisement management module in the advertisement server is responsible for managing and maintaining advertisement information (or advertisement links) , the content insertion module obtains the advertisement information (or advertisement link) corresponding to the user behavior characteristics by querying the advertisement management module; Counting statistics are carried out, and the statistical data can be used as the basis for charging. As shown in Figure 16, it includes the following steps:

Step 801, the user initiates a web request to access the affiliate website through the user device, and the web request is forwarded by the gateway device;

Step 802, the advertisement server (specifically, the content insertion module in the advertisement server) intercepts the web request, queries the user identification from the user management module according to the IP address in the web request, and queries the user behavior characteristics from the behavior management module according to the user identification, according to User behavior characteristics query the advertising management module for matching advertising links;

Step 803, the advertisement server (specifically, the content insertion module in the advertisement server) inserts the above-mentioned advertisement link into the Web request, and the advertisement link can be inserted as a parameter in the URL or in a cookie;

Step 804, the advertisement server (specifically, it may be a content insertion module in the advertisement server) sends the web request containing the advertisement link to the affiliate website server;

Step 805, the affiliate website server inserts the advertisement link included in the web request into the web response page, and returns a web response including the advertisement link;

Steps 806-807, the user clicks on the advertisement information through the user equipment, thereby triggering the sending of a web request to the access statistics module; it should be noted that, since the URL in the advertisement points to the access statistics module, the address of the advertisement website is included in the parameters, Therefore, when a user clicks on an advertisement, a web request is sent to the access statistics module;

Step 808, the advertisement server (specifically, the access statistics module in the advertisement server) performs statistics on the behavior of the user clicking on the advertisement, and then returns a Web response redirected to the advertisement website;

Step 809, the user automatically initiates a Web request to access the advertising website through the user equipment (such as the client browser).

Fig. 17 is a schematic flow chart of the advertisement delivery process in the fifth specific embodiment of the present invention. In this embodiment, the process of user identification and user online behavior analysis is the same as that of the first specific embodiment above. During the advertisement delivery process, the advertisement server acts as Proxy between the user equipment and the affiliated website is responsible for inserting the user ID into the web request; the user management module in the advertisement server is responsible for managing the user ID and IP address pair, and the content insertion module in the advertisement server obtains the information by querying the user management module User ID; the behavior management module in the advertisement server is responsible for maintaining user behavior characteristics, and the content insertion module obtains user behavior characteristics by querying the behavior management module according to the user identifier; the advertisement management module in the advertisement server is responsible for managing and maintaining advertisement information (or advertisement links) , the content insertion module obtains advertisement information (or advertisement links) matching the user behavior characteristics from the advertisement management module according to the user behavior characteristics; the access statistics module in the advertisement server is responsible for redirecting the user to send a web request by clicking on the advertisement information, and Counting and statistics are performed on clicks on advertising information, and statistical data can be used as the basis for charging. As shown in Figure 17, it includes the following steps:

Step 901, the user initiates a web request to access the affiliate website server through the user device, and the web request is forwarded by the gateway device;

Step 902, the advertisement server (specifically, the content insertion module in the advertisement server) intercepts the web request, and queries the user identification from the user management module according to the source IP address of the user equipment;

Step 903, the advertisement server (specifically, the content insertion module in the advertisement server) inserts the user identifier into the web request (specifically, the user identifier can be inserted as a parameter in the URL or in a cookie);

Step 904, the advertisement server (specifically, the content insertion module in the advertisement server) sends the Web request containing the user identification to the affiliate website server;

Step 905, the affiliate website server queries the advertisement server (specifically, the behavior management module in the advertisement server) for user behavior characteristics according to the user identification, and queries the advertisement server (specifically, the advertisement management module in the advertisement server) for matching advertisements according to the user behavior characteristics information; optionally, advertising statistics can also be performed;

Step 906, the affiliate website server inserts the above advertisement information into the web response page, and returns a web response to the user equipment;

Steps 907-908, the user clicks on the advertisement information through the user equipment, and triggers sending a Web request to the advertisement server (specifically, the access statistics module in the advertisement server); it should be noted that since the URL in the advertisement points to the visit statistics module, the advertisement The address of the website is included in the parameter, and when the user clicks on the advertisement, a web request is sent to the access statistics module;

Step 909, the advertisement server (specifically, the access statistics module in the advertisement server) performs statistics on the behavior of the user clicking on the advertisement, and then returns a Web response redirected to the advertisement website;

Step 910, the user equipment automatically initiates a Web request to access the advertising website through the user equipment (such as a browser at the client end).

In this embodiment, the content insertion module in the advertisement server obtains the user ID and sends it to the affiliated website. In addition, there is another implementation mode in which the Web request is directly sent to the affiliated website, and the affiliated website retrieves the user ID according to the IP address of the user device. The user management module of the advertisement server inquires the user ID, then queries the user behavior characteristics according to the user ID, and further obtains advertisement information from the advertisement management module according to the user behavior characteristics, inserts the advertisement information into the Web response page and returns it to the user device.

Fig. 18 is a schematic flow chart of the advertising delivery process in the sixth specific embodiment of the present invention. In this embodiment, the process of user identification and user online behavior analysis is the same as that of the first specific embodiment above. During the advertising sending process, the advertising server acts as Proxy, the agent between user equipment and affiliated websites, is responsible for inserting accurate advertisements in Web responses; the user management module in the advertisement server is responsible for managing user ID and IP address pairs, and the content insertion module in the advertisement server is obtained by querying the user management module User ID; the behavior management module in the advertisement server is responsible for maintaining user behavior characteristics, and the content insertion module obtains user behavior characteristics by querying the behavior management module; the advertisement management module in the advertisement server is responsible for managing and maintaining advertisement information (or advertisement links), content insertion The module obtains the advertisement information (or advertisement link) corresponding to the user behavior characteristics by querying the advertisement management module; the access statistics module in the advertisement server is responsible for redirecting the web request of the user to click on the advertisement information, and counting the behavior of the user's click on the advertisement information , statistical data can be used as the basis for charging. As shown in Figure 18, it includes the following steps:

Step 1001, the user initiates a web request to access the affiliate website server through the user device. The web request is forwarded by the gateway device;

Step 1002, the joining website server returns a Web response, and the advertisement server (specifically, the content insertion module in the advertisement server) intercepts the Web response;

Step 1003, the advertisement server (specifically the content insertion module in the advertisement server) queries the user identification from the user management module according to the IP address of the user equipment, queries the user behavior characteristics from the behavior management module according to the user identification, and queries the advertisement management module according to the user behavior characteristics. Query matching advertisement information; optionally, advertisement publishing statistics can also be performed;

Step 1004, the advertisement server (specifically, the content insertion module in the advertisement server) inserts the advertisement information into the Web response;

Step 1005, the advertisement server (specifically, the content insertion module in the advertisement server) sends the Web response containing the above advertisement information to the user equipment;

Steps 1006-1007, after receiving the Web response, the user clicks on the advertisement through the user equipment, and triggers a Web request to the advertisement server (specifically, the access statistics module in the advertisement server); it should be noted that, since the URL in the advertisement points to For the access statistics module, the address of the advertising website is included in the parameters, so when the user clicks on the advertisement, a web request is sent to the access statistics module;

Step 1008, the advertisement server (specifically, the access statistics module in the advertisement server) makes statistics on the behavior of the user clicking on the advertisement, and then returns a Web response redirected to the advertisement website;

Step 1009, the user equipment automatically initiates a Web request to access the advertising website through the user equipment (such as a browser at the client end).

Fig. 19 is a schematic flow chart of the advertising delivery process in the seventh specific embodiment of the present invention. In this embodiment, the process of user identification and user online behavior analysis is the same as that of the first specific embodiment above. During the advertising delivery process, the advertising server acts as The agent Proxy between the user equipment and the affiliated website is responsible for inserting advertisement information in the streaming media; the user management module in the advertisement server is responsible for managing the pair of user identification and IP address, and the content insertion module in the advertisement server manages the advertisement information to the user according to the IP address. The module query obtains the user identification; the behavior management module in the advertisement server is responsible for maintaining user behavior characteristics, and the content insertion module obtains user behavior characteristics by querying the behavior management module; the advertisement management module in the advertisement server is responsible for managing and maintaining advertisement information (or advertisement links) , the content insertion module obtains the advertisement information (or advertisement link) corresponding to the user behavior characteristics by querying the advertisement management module; Counting statistics are carried out, and the statistical data can be used as the basis for charging. As shown in Figure 19, it includes the following steps:

Step 1101, the user initiates a Real Time Streaming Protocol (Real Time Streaming Protocol, hereinafter referred to as: RTSP) request, and the RTSP request is forwarded by the gateway device;

Step 1102, the advertisement server intercepts and modifies the RTSP request, and inserts the identification information of the node where the content insertion module is located, such as the IP address and URL of the user equipment;

Step 1103, the advertisement server sends the modified RTSP request to the affiliate website server;

Step 1104, the joining website server returns an RTSP response;

Step 1105, the user initiates a streaming media link request;

Step 1106, the joining website server returns a streaming media link response;

Step 1107, the advertisement server queries the user identification according to the IP address of the user equipment, queries the user behavior characteristics according to the user identification, and queries the matching advertisement information according to the user behavior characteristics; optionally, advertisement publishing statistics can also be performed;

Step 1108, when the affiliate website server returns streaming media to the user, the advertisement server intercepts the streaming media, inserts the matching advertisement information in step 1107, and then sends it to the user equipment;

Steps 1109-1110, the user clicks on the advertisement information through the user equipment, triggering a Web request to the advertisement server (specifically, the access statistics module in the advertisement server); it should be noted that, since the URL in the advertisement points to the visit statistics module, the advertisement The address of the website is included in the parameters, so when the user clicks on the advertisement, a web request is sent to the access statistics module;

Step 1111, the advertisement server (specifically, the access statistics module in the advertisement server) makes statistics on the behavior of the user clicking on the advertisement, and then returns a redirect response redirected to the advertisement website;

Step 1112, the user automatically initiates a Web request to access the advertising website through the user equipment (such as the client browser).

To sum up, the advertisement delivery method, device and system provided by the above-mentioned embodiments of the present invention can obtain user behavior characteristics by analyzing the user's online behavior, and push advertisement information according to the user behavior characteristics, so as to provide targeted advertising push. To provide users with more accurate advertising information. The user identification provided in the above embodiments of the present invention can refer to the user's mobile phone number or dial-up account, and the equipment used by the user to access the Internet can be a personal computer, mobile phone, PDA and other Internet devices, wherein the user's mobile phone number, dial-up account, etc. The information is relatively fixed, so identifying this type of information helps to accurately and long-term track the user's online behavior, and the result of analyzing the user's behavior characteristics will be more accurate. In the embodiment of the present invention, the existing telecommunication equipment can be used for user identity identification, without adding additional processes (such as planting cookies, removing cookies information), and the analysis of user behavior characteristics can be performed through a bypass, without affecting the user. Browsing the webpage normally will have an impact, and the above-mentioned process is simple and efficient, which is conducive to achieving high performance. In the above-mentioned embodiments of the present invention, not only the short-term behavior of the user can be analyzed, but also the long-term behavior of the user can be analyzed, and the long-term behavior characteristic information and short-term behavior characteristic information of the user can be grasped more accurately. More flexible choice of advertising strategy.

The serial numbers of the above embodiments of the present invention are for description only, and do not represent the advantages and disadvantages of the embodiments.

Those of ordinary skill in the art can understand that all or part of the processes in the methods of the above embodiments can be implemented through computer programs to instruct related hardware, and the programs can be stored in a computer-readable storage medium. During execution, it may include the processes of the embodiments of the above-mentioned methods. Wherein, the storage medium may be a magnetic disk, an optical disk, a read-only memory (Read-Only Memory, ROM) or a random access memory (Random Access Memory, RAM), etc.

Finally, it should be noted that the above embodiments are only used to illustrate the technical solutions of the present invention and not to limit them. Although the present invention has been described in detail with reference to the preferred embodiments, those of ordinary skill in the art should understand that: it still Modifications or equivalent replacements can be made to the technical solutions of the present invention, and these modifications or equivalent replacements cannot make the modified technical solutions deviate from the spirit and scope of the technical solutions of the present invention.

Claims (10)

1. An advertisement delivery method, characterized in that, comprising: receiving a network access request from a user, the network access request at least including the user's source IP address; Obtaining the user behavior characteristics corresponding to the source IP address in the network access request according to the maintained relationship information of the IP address, the user identifier and the user behavior characteristics, Wherein, the user behavior characteristics are obtained by the following method: According to the statistical results of the user's network access-related information within the first time range and the matching result of the knowledge base, the type distribution of the web pages visited by the user is obtained, and the first time range includes a long-term time range and/or a short-term time range scope, According to the distribution of the types of web pages accessed by the user and the behavior characteristic analysis rules, the corresponding user behavior characteristics are obtained, and the user behavior characteristics include the user's long-term behavior characteristic information and the user's short-term behavior characteristic information, Associating and saving or updating the user behavior characteristics with the corresponding user identification, wherein the user identification is associated with the user source IP address in the access network request; Obtain matching advertisement information based on at least the user behavior characteristics; Send a second web access request to the corresponding web server according to the web access address in the web access request, wherein the second web access request includes the advertisement information, and receive a returned web page response inserted with the advertisement information Pages or streaming media data inserted with advertising information; Returning the web page response page inserted with the advertisement information or the streaming media data inserted with the advertisement information to the user. 2. The advertisement delivery method according to claim 1, wherein said obtaining matching advertisement information according to at least said user behavior characteristics comprises: According to the maintained relationship information between the user behavior characteristics and the advertisement information, obtain the advertisement information matching the user behavior characteristics or obtain the advertisement information matching the user behavior characteristics and the keyword information in the webpage response page. 3. The advertisement delivery method according to claim 1, characterized in that the method further comprises: Constructing an advertisement frame, the advertisement information and the website address in the access network request are inserted into the advertisement frame; Then, the step of returning to the user the web page response page inserted with the advertisement information or the streaming media data inserted with the advertisement information is: returning to the user a network access response containing the advertisement frame. 4. The advertisement delivery method according to claim 1, characterized in that the method further comprises: Receive and maintain the relationship information between the user IP address and the user ID sent by the network device. 5. The advertising delivery method according to claim 1, characterized in that the method further comprises: Receive the network access request directed to the advertisement server sent after the user clicks on the advertisement information, and the network access request includes the source IP address of the user and the information of the advertisement website; According to the user's source IP address and the information of the advertising website, the behavior of the user clicking on the advertisement is counted; And return a network access response redirected to the advertisement website server to the user, so that the user equipment automatically initiates a network access request to access the advertisement website. 6. An advertisement server, characterized in that, comprising: The first communication module is configured to receive a network access request from a user, the network access request at least including the source IP address of the user, and return a network access response corresponding to the network access request to the user, the network access response at least Contains matching advertising information; The user-behavior management module is used to obtain the user behavior characteristics corresponding to the source IP address in the access network request according to the maintained IP address, user identification and user behavior characteristics relationship information; The behavior analysis module is used to obtain the type distribution of webpages visited by the user according to the statistical results of the user's network access related information within the first time range and the matching result of the knowledge base. The first time range includes long-term time ranges and /or in a short-term time frame, according to the distribution of the types of webpages visited by the user and the behavior characteristic analysis rules, the corresponding user behavior characteristics are obtained, and the user behavior characteristics include long-term behavior characteristic information of the user and short-term behavior characteristic information of the user, And refresh the user behavior characteristics associated with the corresponding user identifier through the user-behavior management module; An advertisement management module, configured to obtain matching advertisement information at least according to the user behavior characteristics, and send a second web access request to a corresponding web server according to the web access address in the web access request, wherein the second web access request 2. Access to the network request includes the advertisement information, and receive the returned webpage response page inserted with advertisement information or streaming media data inserted with advertisement information; return the webpage response page inserted with advertisement information or inserted with advertisement information to the user streaming data. 7. The advertisement server according to claim 6, further comprising: The advertisement management module is the first advertisement management module, which is used to obtain the advertisement information matching the user behavior characteristics according to the maintained relationship information between the user behavior characteristics and the advertisement information; or, according to the user behavior characteristics, the The keyword information in the webpage response page and the maintained relationship information between user behavior characteristics and advertisement information are used to obtain matching advertisement information from the advertisement database. 8. The advertisement server according to claim 6, further comprising: The second content insertion module is used to construct an advertisement frame, and insert the advertisement information and the address of the visited website in the first access network request into the advertisement frame; wherein, the access network response returned by the first communication module to the user Specifically, it is an access network response containing the advertisement frame. 9. The advertisement server according to claim 6, wherein the user-behavior management module is further configured to receive and maintain the relationship information between the user IP address and the user ID sent by the network device. 10. The advertisement server according to claim 6, further comprising: The access statistics module is used to receive the access network request directed to the advertisement server sent after the user clicks the advertisement information through the first communication module, and count the advertisement information clicked by the user according to the user source IP address and the information of the advertisement website in the access network request behavior; and return to the user an access network answer redirected to the advertising website through the first communication module.