WO2018121554A1 - Information processing method, information processing device, and storage medium - Google Patents

Information processing method, information processing device, and storage medium Download PDF

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Publication number
WO2018121554A1
WO2018121554A1 PCT/CN2017/118826 CN2017118826W WO2018121554A1 WO 2018121554 A1 WO2018121554 A1 WO 2018121554A1 CN 2017118826 W CN2017118826 W CN 2017118826W WO 2018121554 A1 WO2018121554 A1 WO 2018121554A1
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WIPO (PCT)
Prior art keywords
payment
product
user
advertisement
product provider
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PCT/CN2017/118826
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French (fr)
Chinese (zh)
Inventor
秦亚多
陈俊良
罗佳佳
贝嘉迪
王璟
黄子光
Original Assignee
腾讯科技（深圳）有限公司
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Publication of WO2018121554A1 publication Critical patent/WO2018121554A1/en

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q20/00—Payment architectures, schemes or protocols
    • G06Q20/08—Payment architectures
    • G06Q20/085—Payment architectures involving remote charge determination or related payment systems
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0253—During e-commerce, i.e. online transactions

Definitions

  • the present invention relates to communication technologies, and in particular, to an information processing method, an information processing apparatus, and a storage medium.
  • advertising Internet advertising
  • advertising Internet advertising
  • the current problem is that the accuracy of targeted advertisement delivery is insufficient, causing interference to users and affecting the operation of the user to obtain information normally.
  • an embodiment of the present invention provides an information processing method, an information processing apparatus, and a storage medium, which can improve the accuracy of advertisement placement and effectively avoid interference of users to the advertisement.
  • an embodiment of the present invention provides an information processing method, including:
  • the advertisement and the page of the processing result of the online payment operation are sent to the payment user for display.
  • an embodiment of the present invention provides an information processing apparatus, including:
  • a payment unit configured to receive an online payment operation of the payment user, process the online payment operation by the electronic payment service, and obtain a processing result of the online payment operation
  • a feature unit configured to acquire a payment time of the online payment operation, a payment location, and a feature of the payment user
  • a determining unit configured to determine a candidate product provider associated with the time period according to a time period during which the payment time is located;
  • a screening unit configured to filter the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtain a target product provider that will perform advertisement delivery;
  • a sending unit configured to acquire an advertisement of the target product provider to be delivered, and send the advertisement and a page of the processing result of the online payment operation to the payment user for display.
  • an embodiment of the present invention provides an information processing apparatus, including a processor and a memory, where the executable instruction is stored in the memory, and the processor executes the executable instruction, and is used to execute the embodiment provided by the embodiment of the present invention.
  • Information processing method including a processor and a memory, where the executable instruction is stored in the memory, and the processor executes the executable instruction, and is used to execute the embodiment provided by the embodiment of the present invention.
  • an embodiment of the present invention provides a storage medium, where executable instructions are stored for performing the information processing method provided by the embodiment of the present invention.
  • an advertisement is sent to a payment user who initiates an online payment operation. Since the payment user is a user who tends to continue to pay for the purchase of the product among all the users, the payment user is advertised to the payment user and the payment user is compared to the other user.
  • the products that the received advertisements are more inclined to implement the payment operation, the precision of the targeted delivery is higher, and it is easier to improve the conversion effect of the advertisement;
  • the processing result of the online payment operation is sent to the payment user display together with the advertisement on the same page, and for the payment user, while the processing result of the online payment operation is known, the advertisement of the product can also be acquired, so that the loading is performed.
  • the process of advertising and presenting the advertisement can achieve "seamless" docking with the current operation scene of the user, and realize the effect of placing the advertisement "immersed” into the online payment operation scene, and does not interfere with the processing result of the payment user obtaining the online payment operation. , avoiding the problem that the related technology causes advertisements to be advertised in the form of "violent" such as pop-ups;
  • the candidate product provider for the payment time of the online payment operation initiated by the user, the situation that the payment user needs different products in different time periods is adapted, and on this basis, the candidate product is further filtered through the user attribute and the payment location. In addition, it is able to accurately locate the products that need to be used in the context of the time-space in which the payment user initiates the online payment operation and deliver the advertisement, which significantly improves the accuracy of delivering the relevant advertisement.
  • FIG. 1 is an optional schematic flowchart of an information processing method according to an embodiment of the present invention.
  • FIG. 2 is a schematic diagram of an optional hardware and software structure of the server 10 according to an embodiment of the present invention.
  • FIG. 3A is a schematic structural diagram of an information processing apparatus deployed in a server according to an embodiment of the present invention.
  • FIG. 3B is a schematic structural diagram of an information processing apparatus deployed in a server according to an embodiment of the present invention.
  • FIG. 4A is an optional schematic flowchart of an information processing method applicable to the information processing device architecture shown in FIG. 2 according to an embodiment of the present invention
  • FIG. 4B is an optional schematic flowchart of an information processing method applicable to the information processing device architecture shown in FIG. 2 according to an embodiment of the present disclosure
  • FIG. 5 is an optional schematic flowchart of placing an advertisement to a user who initiates an online payment operation through WeChat according to an embodiment of the present invention
  • FIG. 6 is an optional schematic diagram of an advertisement exposure strategy provided by an embodiment of the present invention.
  • FIG. 7 is an optional display diagram of an interface exposure advertisement of a processing result of online payment according to an embodiment of the present invention.
  • FIG. 8 is a schematic diagram showing an optional functional structure of an information processing apparatus 20 according to an embodiment of the present invention.
  • An electronic payment service for verifying the payment user's online payment operation and transferring a certain amount of digital currency from the payment user's account to the product provider's account.
  • Products, including physical products and service products are products in the form of physical entities such as food, electronic products, etc.; service products are products that exist in non-physical form such as application software, online game props, business consulting, Mail delivery and repair, etc.
  • Advertising exposure The advertisement is displayed on the user side of the advertisement space (such as the advertisement position in the page accessed by the user and the advertisement position in the application run by the user side terminal), and the advertisement is displayed once on the user side as an advertisement exposure.
  • Advertising click The user accesses the advertiser's page by clicking the advertisement on the user-side terminal (such as a smart phone, a tablet, etc.), and the user clicks on the advertisement as an advertisement click.
  • the user-side terminal such as a smart phone, a tablet, etc.
  • Ad targeting requirements The conditions that the product provider needs to meet when the advertising platform selects the advertising target. There are “and” and “or” relationships between these conditions, such as selecting gender male “and” region Beijing” Or “Tianjin, the orientation conditions are for men in Beijing and male users in Tianjin. Ad targeting conditions involve the following characteristics:
  • Preference the object that the user generates interest, such as the type of movie the user likes, the favorite cuisine, the country that likes to travel, and the like.
  • Electronic coupons which provide users with various electronic credentials for use in purchasing products, such as electronic membership cards, electronic discount coupons and electronic vouchers.
  • Advertising conversion effect After the advertisement is exposed, the user can click through the advertisement to realize the access to the advertiser's webpage, register on the advertiser's webpage, place an order to purchase the merchandise, download the application, visit the store, and go to the store to purchase, etc.
  • the effect of ad serving is called ad performance.
  • Conversion metrics data that quantify the conversion performance of the ad, including:
  • the volume of transactions including the amount and/or amount of products purchased by the user for the target product provider due to the advertisement of the target product provider.
  • the amount of e-voucher transactions received including the amount and/or amount of products purchased by the user to purchase the target product provider by receiving the e-voucher of the target product provider.
  • the rate of use of electronic coupons the proportion of payment users who receive advertisements, and the use of electronic coupons (online payment and/or offline payment);
  • the access rate also known as the visit rate to the store, the proportion of the payment users who receive the advertisement to the target product provider (such as a store) due to the advertisement, also referred to as the visit rate to the store;
  • Terminal The device running the application client on the user side can be a fixed terminal such as a desktop computer, a TV set-top box, an Xbox/PS3 game console, an outdoor advertising display screen, or a smart phone, a laptop computer, a tablet computer, and a car advertisement.
  • Mobile terminals such as display screens.
  • LBS Location Based Service
  • the advertisement is placed in a patch before the video is played in the video play window and during the playback of the video, which inevitably affects the user watching the video normally.
  • FIG. 1 is an optional schematic flowchart of an information processing method according to an embodiment of the present invention, including:
  • Step 101 Receive an online payment operation of the payment user, process the online payment operation by the electronic payment service, and obtain a processing result of the online payment operation.
  • Step 102 Acquire a feature of at least three dimensions of a payment time of the online payment operation, a payment location, and a user attribute of the payment user.
  • Step 103 Determine a candidate product provider associated with the time period according to the time period in which the payment time is located.
  • Step 104 Filter the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtain the target product provider that will perform the advertisement delivery.
  • Step 105 Acquire an advertisement to be delivered by the target product provider, and send the simultaneous advertisement and the processing result of the online payment operation to the payment user for common display.
  • Embodiments of the present invention provide an information processing apparatus that implements the above information processing method.
  • the information processing apparatus may be implemented based on resources on the network side such as computing resources (such as a processor) and communication resources (such as a network interface).
  • the information processing apparatus may be implemented as executable instructions (including computer executable instructions such as programs, modules, etc.) stored in a storage medium of the network side server.
  • the server 10 when the information processing apparatus is implemented based on resources of a network side server (for example, a server), referring to an optional hardware and software structure diagram of the server 10 shown in FIG. 2, the server 10 includes a hardware layer, an intermediate layer, and an operating system layer. And software layer.
  • a network side server for example, a server
  • the server 10 includes a hardware layer, an intermediate layer, and an operating system layer. And software layer.
  • the structure of the server 10 shown in FIG. 2 is merely an example and does not constitute a limitation on the structure of the server 10.
  • the server 10 may set more components than FIG. 2 according to implementation requirements, or omit setting partial components according to implementation needs.
  • the hardware layer of the server 10 includes a processor 11, an input/output interface 13, a storage medium 14, and a network interface 12, which can communicate via a system bus connection.
  • the processor 11 can be implemented by using a central processing unit (CPU), a microprocessor (MCU, Microcontroller Unit), an application specific integrated circuit (ASIC), or a Field-Programmable Gate Array (FPGA).
  • CPU central processing unit
  • MCU microprocessor
  • ASIC application specific integrated circuit
  • FPGA Field-Programmable Gate Array
  • the input/output interface 13 can be implemented using input/output devices such as a display screen, a touch screen, and a speaker.
  • the storage medium 14 can be implemented by using a non-volatile storage medium such as a flash memory, a hard disk, or an optical disk, or can be implemented by using a volatile storage medium such as a double rate (DDR) double-dimensional (DDR) dynamic cache, where the storage is useful to perform the above information processing method.
  • a non-volatile storage medium such as a flash memory, a hard disk, or an optical disk
  • a volatile storage medium such as a double rate (DDR) double-dimensional (DDR) dynamic cache
  • the storage medium 14 may be distributed in a centralized manner or distributed.
  • the network interface 12 provides the processor 11 with access capabilities of external data such as the off-site set storage medium 14.
  • the network interface 12 may be based on Near Field Communication (NFC) technology, Bluetooth technology, Zigbee (ZigBee) technology for short-range communication, and can also implement communication systems such as Code Division Multiple Access (CDMA), Wideband Code Division Multiple Access (WCDMA), and its evolution. Standard communication.
  • NFC Near Field Communication
  • Bluetooth technology Bluetooth technology
  • ZigBee (ZigBee) technology for short-range communication
  • CDMA Code Division Multiple Access
  • WCDMA Wideband Code Division Multiple Access
  • Standard communication such as Code Division Multiple Access (CDMA), Wideband Code Division Multiple Access (WCDMA), and its evolution. Standard communication.
  • the driver layer includes a middleware 15 for the operating system 16 to identify and communicate with the hardware layer components, such as a collection of drivers for the various components of the hardware layer.
  • the operating system 16 is configured to provide a user-oriented graphical interface, including, by way of example, a plug-in icon, a desktop background, and an application icon, and the operating system 16 supports user control of the device via a graphical interface.
  • the software environment of the device is operated as an embodiment of the present invention.
  • the system type and version are not limited. For example, it may be a Linux operating system or a UNIX operating system.
  • the software layer is used to run the electronic payment service 18, and in addition, the social service 17 and the advertisement service 19 can also be run.
  • the social service 17 is used for interacting with a social network client running on the user side terminal to implement a social network based function: 1) instant communication between users in the social network, and supporting the user to communicate in a peer-to-peer manner, such as supporting transmission between users.
  • Various forms of information such as voice, text and video; 2) sharing services in social networks, allowing users to share various forms of media such as pictures, videos, texts and links to specific groups of users in social networks (such as circle of friends) information.
  • the electronic payment service 18 provides an online payment function of an electronic wallet of a social network client (such as WeChat, QQ) on the user side, and an online payment function of a third party payment application (such as TenPay) provided on the user side, In response to the online payment operation initiated by the user side.
  • a social network client such as WeChat, QQ
  • TenPay third party payment application
  • the electronic payment service 18 responding to the online payment operation, is based on the account of the network bank (for example, the savings card account number, the credit card account number) that the payment user pre-authorizes the contracted network bank, by calling the corresponding network bank.
  • the service interface is transferred from the account of the payment user in the online bank to the network bank of the product provider (understandably, the network bank to which the payment user's account belongs may be the same or different), and the account is transferred to a certain number of digital currencies.
  • the electronic payment service 18 implements an electronic wallet function in a social network client, allowing the payment user to transfer digital money to the electronic wallet, using the payment user's balance in the electronic wallet
  • the product provider's bank account (or the product provider's e-wallet) is transferred to the digital currency.
  • the advertisement service 19 is configured to use a database technology to store an advertisement to be placed set by an advertiser (such as a product provider), and a targeted delivery condition of the advertisement, and deliver the advertisement to a user who meets the targeted delivery condition, and at the same time, according to the agreed billing
  • the method forms billing data for ads served for advertisers.
  • FIG. 3A and FIG. 3B are schematic diagrams showing an optional architecture of an information processing apparatus deployed on a server according to an embodiment of the present invention.
  • each server can deploy a social service, an electronic payment service, and an advertisement service as shown in FIG. 3A to become a corresponding background (system).
  • a social service e.g., Facebook, Twitter, Twitter, etc.
  • social service In the following, social service, electronic payment service and advertising service are illustrated by different server bearers.
  • each service is deployed on a specific server, which facilitates service deployment and adjustment, such as reducing the deployment of social services.
  • service deployment and adjustment such as reducing the deployment of social services.
  • the server When the server is used, it is necessary to consider the other services carried by the server and reduce the maintenance cost in the later period.
  • Other deployment forms of the information processing apparatus on the network side server can be implemented based on the understanding of the following description.
  • a social network client is run in the terminal, and the social background is responsible for communicating with the social network client on the user side.
  • the social background is also set with the electronic payment background.
  • the electronic payment service and the advertising service docking function of the advertisement background when the user initiates an online payment operation in the electronic wallet of the social network client, the social background invokes the service interface provided by the electronic payment background to process the online payment operation and receive the processing result; And the social backend also submits relevant information of the current payment user (such as payment location, user characteristics and payment time information) to the advertisement background to obtain a suitable advertisement and return to the payment user, which is the same as the payment user's online payment operation.
  • the page is displayed.
  • FIG. 4A is an optional schematic flowchart of an information processing method that can be used in the information processing device architecture shown in FIG. 2 according to an embodiment of the present disclosure, and corresponds to FIG. 3A, and is applicable to such an application scenario. :
  • the user initiates an online payment operation through the e-wallet function of the social network client (such as WeChat), and the page of the processing result of the display payment of the user's electronic wallet also displays an advertisement of the product that may be needed in the current space-time background.
  • the social network client such as WeChat
  • Step 201 The payment user submits an online payment operation to the social background through the electronic wallet function in the social network client.
  • the merchant account is obtained by scanning the code in the electronic wallet, manually inputting, etc., and submitting the account of the merchant, the payment user account, the transaction amount, and the order number. Give the social backstage.
  • the social network client verifies the payment user (such as password verification, biometrics such as fingerprints, voiceprint verification, etc.), and then submits an online payment operation to the social platform after verification.
  • the payment user such as password verification, biometrics such as fingerprints, voiceprint verification, etc.
  • Step 202 The social background submits an online payment operation to the electronic payment background, requests electronic payment background processing, and returns a processing result.
  • the processing result of the successful transaction is returned; when the transfer fails, the processing result of the failed transfer and the reason for the failure (such as the account) are returned. Insufficient balance, merchant account error, etc.).
  • step 203 the social background submits the payment time of the online payment operation, the payment location, and the characteristics of the payment user to the advertisement background.
  • SDK software development kit
  • the related data (such as the user's resident location, user type, and other user attributes) collected by the SDK on the payment user side can also be sent to the social background.
  • the social background can be used to pay the user's registration information on the social network.
  • the activity data is obtained by the machine model learning method to obtain the user's behavior label and preference.
  • Step 204 The advertisement background determines a candidate product provider associated with the time period according to the time period during which the payment time is located.
  • the advertisement background maintains a mapping relationship between different time periods and a life scene, for example, dividing the day into a breakfast time period, a lunch time period, a dinner time period, a rest time period, an entertainment time period, a working time period, and the like. .
  • mapping relationship can be analyzed by means of machine model learning based on the collected big data of the user-related behavior. It can be understood that the above mapping relationship is obtained according to the machine learning model, according to the date (such as working day and weekend), There are differences in the living habits of different beliefs, regions, and people, and it is possible to achieve a targeted determination of the effect of the life scene in which the user initiates an online payment operation.
  • the advertisement background is in the mapping relationship between the preset time period and the life scene, queries the life scene associated with the time period, and selects the candidate product provider associated with the life scene, because the advertisement finally delivered to the payment user is
  • the candidate product provider screens so that the advertisement of the candidate product provider is delivered to the payment user, and the effect of the advertisement to be delivered is matched with the current life scene of the payment user, so that the product information carried by the advertisement satisfies Pay for the real-time needs of the user's current life scene.
  • the product indicators of each product provider may be selected for screening to select a product provider that matches the current life scene of the user and has the best product index, thereby achieving improvement. Pay for the reliability of the user’s advertising.
  • the product associated with the life scene is queried, and the products associated with the life scene are prioritized based on the product indicator, based on product sales, product usage frequency, and Prioritize at least one of the product ratings, and select the product provider corresponding to the predetermined number of products with the highest priority as the candidate product provider.
  • Step 205 The advertisement background screens the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtains the target product provider that will perform the advertisement delivery.
  • the candidate product provider that matches the characteristics of the payment user is selected, in particular, for at least one of the following methods for selecting a candidate product provider that matches the feature of the payment user:
  • Method 1) Match at least one of the user attribute, interest, and behavior tags of the payment user with the advertisement targeting criteria of each product provider.
  • the ad targeting criteria include the advertiser’s settings for the user’s attributes, interests, and behavior tags for the ad audience, so by matching the attributes, interests, and behavior tags included in the user’s characteristics with the user attributes included in the targeted delivery criteria.
  • the interest and behavioral tags are compared and the degree of matching can be quantified.
  • Mode 2 Matching at least one of the user attribute, interest, and behavior tags of the payment user with the product characteristics of the advertiser.
  • the predetermined number of product providers with the highest matching degree are selected as the candidate product providers, and the candidate product providers whose distance from the payment location is less than the distance threshold are selected from the selected candidate product providers as the target product provider. .
  • the distance threshold may be dynamically determined according to the current behavior label related to the transportation mode of the payment user. For example, when the behavior label is driving for shopping, the selected distance threshold may be dynamically determined according to nearby traffic conditions (eg, 10 minutes). The driving distance; for example, when the behavior label is walking shopping, the selected distance threshold may be a walking distance of a certain time (for example, 15 minutes). This ensures that payment users can access the target product provider in a timely manner.
  • the product advertisement of the target product provider conforms to the characteristics of the payment user and is compatible with the current life scene, which improves the accuracy of the advertisement. For example, when the payment user likes to buy clothes and taste food, if the payment user initiates an online payment operation and is in a lunch life scene, the advertisement of the restaurant is preferentially selected for delivery;
  • the target product provider is close to the payment user, it is convenient for the payment user to access nearby, ensuring the continuity of the user's consumption in the current life scene, and maximizing the possibility of the user accessing the target provider store, and promoting the possibility of The conversion of ads to various advertising effects (such as visits to stores, store purchases). For example, continuing the foregoing example, paying a life scene at lunch when the user initiates an online payment operation, selecting an advertisement of a restaurant that meets the eating taste of the user and is closest to the user to serve to the paying user.
  • the candidate product provider for selecting a predetermined number of product providers with the highest matching degree as the candidate product provider, it is also determined whether the products purchased by the payment operation in the life scene can be the same.
  • the user continuously uses or purchases; if so, the product provider that provides the purchased product and/or the like product is preferentially selected as the candidate product provider; if not, the product that provides the purchased product and/or the like product is excluded from the selection.
  • the party is the candidate product provider.
  • the advertisement of the clothing store that meets the payment user's dress style and is closest to the payment user is preferentially selected to be delivered to the payment user, thereby helping the payment user to quickly select clothes in the shopping life scene, and improving the accuracy of the advertisement delivery.
  • the target product provider is determined by any one of the payment users or a combination of any two.
  • the advertisement background obtains the advertisement of the target product provider to be delivered, and returns to the social background.
  • an advertisement may be in the form of a landing page and a collection of various materials, such as various slogans, pictures, or animations related to the product of the product provider.
  • various materials such as various slogans, pictures, or animations related to the product of the product provider.
  • Step 207 The social background sends a page including the advertisement and the processing result of the online payment operation to the social network client of the payment user, and simultaneously displays in the page of the electronic wallet function.
  • the processing result of the electronic coupon and the online payment operation is encapsulated into page data for display on the same page, and the page data is sent to the social network client of the payment user for display.
  • step 208 the advertisement background updates the characteristics of the payment user.
  • the advertising background is based on the conversion indicator data of the target product provider's advertisement, such as: receiving the electronic coupon transaction volume, the electronic coupon collection rate, and the electronic coupon usage rate.
  • the following characteristics of the payment user are determined by means of machine model learning: payment ability; preferred payment method (such as offline cash payment or online payment); whether to prefer to use electronic coupon; payment behavior label (such as in Buy coffee on the way to work) and update the characteristics of the paying user. In this way, when the payment user initiates the online payment operation again, the candidate product provider matched according to the characteristics of the payment user will be more accurate.
  • the advertisement background forms billing data for advertisements delivered by each product provider.
  • the conversion indicator data caused by the advertisement of each product provider is not obtained, such as the transaction amount (including the offline transaction amount, the online transaction amount, and the use of the electronic coupon transaction amount, etc.), according to The amount of clicks and/or exposure of the advertisement of the product provider forms billing data corresponding to each product provider;
  • the billing data corresponding to each product provider is formed according to the transaction amount data, for example, the predetermined proportion is extracted according to the transaction amount as the fee for placing the advertisement, so that By comparing the billing data with the transaction amount data, it is possible to intuitively obtain the effect of the advertisement on the sales of the merchant product.
  • a third-party payment client for example, a Tenpay client
  • a function of interfacing with a third-party payment client is set in the electronic payment background, when the user initiates a line on the third-party payment client.
  • the electronic payment background processes the online payment operation and returns the processing result;
  • the terminal (such as through the set SDK) submits relevant information of the current payment user (such as payment location, user characteristics and payment time information) to the advertisement background to obtain
  • relevant information of the current payment user such as payment location, user characteristics and payment time information
  • FIG. 4B is an optional schematic flowchart of an information processing method that can be used in the information processing device architecture shown in FIG. 2 according to an embodiment of the present invention, and corresponds to FIG. 3B, and is applicable to such an application scenario. :
  • the user initiates an online payment operation through a third-party payment client, and when the third-party payment client displays the processing result of the payment, the advertisement of the product that may be needed in the current space-time background is also seen in the page.
  • Step 301 The payment user submits an online payment operation to the electronic payment background through the third-party payment client, requests the electronic payment background processing, and returns the processing result.
  • the merchant account, the payment user account, the transaction amount, and the order are obtained by scanning the code, manually inputting, etc. in the third-party payment client.
  • the information such as the number is submitted to the electronic payment background.
  • the third-party payment client will verify the payment user (such as password verification, biometrics such as fingerprints, voiceprint verification, etc.), and then submit the online payment operation to the electronic payment background.
  • the payment user such as password verification, biometrics such as fingerprints, voiceprint verification, etc.
  • Step 302 The third party payment client submits the payment time of the online payment operation, the payment location, and the characteristics of the payment user to the advertisement background.
  • the payment user-side terminal runs an SDK that communicates with the advertisement background, and the LBS for calling the terminal locates the location when the payment user initiates the online payment operation, and records the time when the payment user initiates the online payment operation and submits it to the advertisement background.
  • the advertisement background determines the candidate product provider associated with the time period according to the time period during which the payment time is located.
  • the advertisement background maintains a mapping relationship between different time segments and a life scene, and the advertisement background is in a mapping relationship between the preset time period and the life scene, and the life scene associated with the time period is queried, and the life scene is selected and selected.
  • Associated candidate product provider maintains a mapping relationship between different time segments and a life scene, and the advertisement background is in a mapping relationship between the preset time period and the life scene, and the life scene associated with the time period is queried, and the life scene is selected and selected.
  • Step 304 The advertisement background screens the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtains the target product provider that will perform the advertisement delivery.
  • the candidate product provider matching the characteristics of the payment user is selected, for example, matching at least one of the user attribute, the interest, and the behavior tag of the payment user with the advertisement targeting condition of each product provider, or Matching at least one of the user attribute, interest, and behavior tags of the payment user to the product characteristics of the advertiser.
  • the advertisement background obtains the advertisement of the target product provider to be delivered, and returns the payment user through the third party payment client.
  • Step 306 The third-party payment client of the payment user simultaneously displays the advertisement and the processing result of the online payment operation.
  • the third-party payment client correspondingly receives the processing result and the advertisement from the electronic payment background, the advertisement background, and the third-party payment.
  • the client can use the page template capable of displaying the advertisement and the processing result at the same time, and fill the received processing result and the advertisement correspondingly into the page template, thereby realizing the effect of simultaneously displaying the processing result and the advertisement in the page.
  • step 307 the advertisement background updates the characteristics of the payment user.
  • the advertisement background forms billing data for advertisements delivered by each product provider.
  • step 307 and step 308 can be implemented according to the foregoing description, and the description thereof will not be repeated here.
  • FIG. 8 is a schematic diagram showing an optional functional structure of the information processing apparatus 20 according to an embodiment of the present invention, including:
  • the payment unit 21 is configured to receive an online payment operation of the payment user, process the online payment operation by the electronic payment service, and obtain a processing result of the online payment operation;
  • the feature unit 22 is configured to obtain a payment time of the online payment operation, a payment place, and a feature of the payment user;
  • a determining unit 23 configured to determine a candidate product provider associated with the time period according to a time period during which the payment time is located;
  • the screening unit 24 is configured to filter the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtain the target product provider that will perform the advertisement delivery;
  • the sending unit 25 is configured to obtain an advertisement of the target product provider to be delivered, and send the advertisement and the processing result of the online payment operation to the payment user for common display.
  • the sending unit 25 is configured to encapsulate the advertisement and the processing result of the online payment operation into page data for displaying on the same page, and send the page data to the payment user.
  • Display For example, when the style of the advertisement is an electronic coupon, the electronic coupon received by the target product provider for the payment user is obtained, and the processing result of the electronic coupon and the online payment operation is encapsulated into page data for display on the same page, and The page data is sent to the payment user for display.
  • the determining unit 23 is further configured to query the life scene associated with the time period in a mapping relationship between the preset time period and the life scene, and select a candidate product provider associated with the life scene.
  • the determining unit 23 is further configured to query a product associated with the life scene in a mapping relationship between the preset life scene and the product, and prioritize the products associated with the life scene based on the product indicator, and select a product provider corresponding to a predetermined number of products with the highest priority as a candidate product provider;
  • the product indicators include at least one of the following: product sales; product usage frequency; product popularity.
  • the screening unit 24 is further configured to select a candidate product provider that matches the feature of the payment user, and select a candidate product provider that is less than the distance threshold from the selected candidate product provider. Product provider.
  • the screening unit 24 is further configured to match at least one of the user attributes, interests, and behavior tags of the payment user with the advertisement targeting criteria of each product provider, and/or with the product characteristics of the advertiser Match, select the predetermined number of product providers with the highest matching degree as the candidate product provider.
  • the screening unit 24 is further configured to determine, according to the life scene associated with the time period during which the payment time is located, whether the product purchased by the payment operation in the life scene has consecutive purchases by the same user; when the payment operation is performed in the life scene
  • the product provider that provides the purchased product and/or the similar product is preferentially selected as the candidate product provider; when the payment operation in the life scene is purchased, the product is not continuously accessed by the same user.
  • the product provider that provides the purchased product and/or the like is excluded as the candidate product provider.
  • the feature unit 22 is further configured to determine, according to the conversion indicator data of the advertisement of the target product provider, the following characteristics of the payment user: a payment capability; a preferred payment method; whether the electronic coupon is preferred to be used; and corresponding update payment User characteristics.
  • the method further includes:
  • the billing unit 26 is configured to form billing data corresponding to each product provider according to the click amount and/or the exposure amount of the advertisement of the product provider before the transaction amount data caused by the advertisement of each product provider is acquired; After obtaining the transaction amount data caused by the advertisement of each product provider, the billing data corresponding to each product provider is formed based on the transaction amount data.
  • the information processing apparatus provided in the above embodiment is exemplified by the division of each of the above-mentioned program modules. In actual application, the processing allocation may be completed by different program modules as needed. The internal structure of the device is divided into different program modules to complete all or part of the processing described above.
  • the information processing apparatus and the information processing method embodiment provided in the foregoing embodiments are in the same concept, and the specific implementation process is described in detail in the method embodiment, and details are not described herein again.
  • each unit in the information processing apparatus 20 shown in FIG. 8 can be implemented by the server side hardware resources such as a processor and a network interface shown in FIG. 2.
  • the user will make a purchase at the Xidan Joy City GAP store and use WeChat to initiate an online payment operation to pay the merchant.
  • the user also receives other possible likes on the WeChat notification payment success page. E-vouchers for the store.
  • FIG. 5 is an optional schematic flowchart of placing an advertisement to a user who initiates an online payment operation through WeChat according to an embodiment of the present invention.
  • WeChat When WeChat initiates an online online payment operation to the WeChat background (social network background), it also calls the Adware Development Kit (SDK) to use LBS to obtain information such as payment location, micro-signal code, user attributes and payment time to report to the WeChat background.
  • SDK Adware Development Kit
  • the WeChat background calls the electronic payment back-end to process the online payment operation, including authentication, and transferring the account from the user's account to the merchant's account.
  • the WeChat background sends the information related to the current online payment operation reported by the advertisement SDK to the advertisement background, including: payment location, micro-signal code, user attribute and payment time.
  • an advertisement of a product of a merchant (candidate merchant) to be placed with an advertisement to be placed is initially selected.
  • the advertisements of the businesses in which the industries are preferentially placed are selected, and the different time periods of the day correspond to different life scenes, and the businesses related to the life scenes are selected.
  • Table 1 See the advertisement exposure logic shown in Table 1.
  • Table 1 for example, 06:00 ⁇ 09:00, 11:00 ⁇ 14:00, and 17:00 ⁇ 21:00, corresponding to the dining life scene, when the payment time is in the catering
  • 09:00 ⁇ 11:00, 14:00 ⁇ 17:00 belongs to entertainment, shopping and shopping.
  • Life scene when the payment time is in the time period, select the business related to the life scene; 21:00 ⁇ 06:00 belongs to the hotel, entertainment and leisure life scene, when the payment time is in the time period, select and Businesses related to the life scene related industries (candidates).
  • the initially selected merchants according to the characteristics of the payment user (including user attributes, interests and behavior tags), matching with the targeted delivery conditions of the business advertisement (such as the user's population, interests and behaviors of the targeted advertisement of the business advertisement) And matching the attributes of the merchant product (such as calculating the category of the product, the applicable population, etc., the degree of matching with the characteristics of the payment user), and selecting the predetermined number of merchants with the highest matching degree.
  • the characteristics of the payment user including user attributes, interests and behavior tags
  • matching with the targeted delivery conditions of the business advertisement such as the user's population, interests and behaviors of the targeted advertisement of the business advertisement
  • the attributes of the merchant product such as calculating the category of the product, the applicable population, etc., the degree of matching with the characteristics of the payment user
  • FIG. 6 is an optional schematic diagram of an advertisement exposure strategy according to an embodiment of the present invention.
  • the horizontal axis is time and the vertical axis is distance.
  • a young male user from Sichuan originated an online payment operation during the meal period.
  • the advertisement backstage draws four merchants in the priority industry during the period, namely Haidilao, Jiangmeichuan, Qiujiao and KFC, according to the user's user attributes (such as origin, purchase preference) and store attributes (such as catering)
  • the degree of matching of the dishes, and the distance from the paying user determine which merchant's advertisements need to be exposed.
  • the advertisement exposed in the payment success notification page needs to exclude the catering industry advertisement; and when the user is in a certain clothing brand
  • the store initiates an online payment operation it preferentially exposes the advertisement of the same style as the merchant, that is, the attribute of whether the products of the merchants involved in the online payment operation can be continuously used, optimizes the exposure logic of the advertisement, and improves the exposure.
  • the degree of intelligence is, the degree of intelligence.
  • FIG. 7 is an optional display diagram of an interface exposure advertisement of a processing result of online payment according to an embodiment of the present invention.
  • the notification page of the online payment operation provided by the related art includes Including the basic order information, a considerable part of the page (in the lower part of the page) is blank, and the advertisement is exposed in the original blank area, and the advertisement is not interfered with the user's understanding of the processing result of the online payment operation. exposure.
  • the above exposure strategy is for the real-time advertisement exposure of the user who initiates the online payment operation, and only the user who initiates the online payment operation in real time will see the exposed advertisement in the processing result page, to some extent
  • the user exposed by the advertisement is the user who initiated the online payment operation, that is, the user who has been screened, such users have the ability to pay online and can largely purchase and initiate online payment for other merchants.
  • the user of the operation in terms of accurate advertising of the user, can maximize the conversion metric of the online or offline conversion effect of the advertisement.
  • the advertisement style is an electronic coupon in the form of a coupon, a membership card or a coupon
  • the user can maximize the conversion from the click advertisement to the purchase on the one hand; on the other hand, the electronic coupon can be counted and the electronic use can be used.
  • the transaction amount of the voucher, the number of e-vouchers used by the user in payment can be used to the e-coupon usage rate of the store (the ratio of the number of e-vouchers to the number of collections), the arrival rate (click on the advertisement)
  • Conversion metrics for conversion performance forming a closed loop of conversion metrics from serving ads to statistical ad serving.
  • the merchant can view to determine the advertisement effect
  • the user's characteristics can be updated, such as the user's payment habit, the user's payment ability, and the frequency of the user's use of the electronic coupon. And the user's preferred business, etc., to improve the accuracy of subsequent advertising.
  • the cost per click (CPC, Cost Per Click) is charged in the early stage of advertising, and the conversion effect of enough advertisements is collected (such as the amount of card coupons, the visit rate to the store, the store)
  • the conversion metrics data such as the vouchers usage rate
  • the metrics of the conversion performance of the advertisements can be optimized to optimize the targeted delivery of the advertisements, the accuracy of the targeted delivery is improved, the advertising fee is paid in proportion to the CPS revenue, and the cost of advertising is reduced.
  • the ROI Return On Investment
  • the conversion indicator data of the conversion effect with longer cycle time is provided for the merchant, for example, The one-year cycle, the conversion metrics data of the conversion performance of the ads delivered in the first half of the year, and the conversion metrics data of the conversion performance of the ads delivered in the second half of the year, for the merchant to decide whether to add additional advertisements.
  • it can also be used as a data source for judging the user's ability to pay, and update the characteristics (payment ability) of the payment user to meet the needs of subsequent targeted delivery according to the user's ability to pay, for example, when the product of the merchant locates luxury goods, Avoid advertising to users who are not able to pay.
  • the processing result of the online payment operation is sent to the payment user display together with the advertisement on the same page, and for the user, while knowing the result of the online payment operation, the advertisement of the product can also be known, so that the advertisement is loaded and
  • the process of presenting the advertisement can be “seamlessly” connected with the current operation scenario of the user, and the effect of “immersing” the advertisement into the operation scenario as part of the operation scenario, reducing the interference degree to the user acquiring the business information, and avoiding the related technology.
  • An information processing apparatus includes a processor 11 and a storage medium 14 in which executable instructions such as a computer program are stored, and the processor 11 implements when executing the executable instruction such as a computer program. The following steps:
  • the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
  • the advertisement and the processing result of the online payment operation are encapsulated into page data for display on the same page, and the page data is transmitted to the payment user for display.
  • the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
  • the life scene associated with the time period is queried, and the candidate product provider associated with the life scene is selected.
  • the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
  • the product indicator includes at least one of the following: product sales volume; product usage frequency; product popularity.
  • the processor when the processor runs the executable instruction, such as a computer program, the processor is further configured to:
  • Selecting the candidate product provider that matches the feature of the payment user, and selecting, from the selected candidate product provider, a candidate product provider that is less than the distance threshold from the payment location provides the target product square.
  • the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
  • the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
  • the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
  • the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
  • the charging data corresponding to each of the product providers is formed according to the click volume and/or the exposure amount of the advertisement of the product provider; After the conversion indicator data of the advertisement of each of the product providers, the charging data corresponding to each of the product providers is formed according to the conversion indicator data.
  • Embodiments of the present invention also provide a computer storage medium, for example, comprising a memory storing executable instructions, such as a computer program, which may be executed by processor 11 of the information processing apparatus to perform the steps described in the foregoing methods.
  • the computer storage medium may be a memory such as FRAM, ROM, PROM, EPROM, EEPROM, Flash Memory, magnetic surface memory, optical disk, or CD-ROM; or may be various devices including one or any combination of the above memories, such as a mobile phone. , computers, tablet devices, personal digital assistants, etc.
  • the executable instructions such as when the computer program is executed by the processor 11, are executed:
  • the executable instructions such as a computer program, when executed by the processor 11, are also used to:
  • the advertisement and the processing result of the online payment operation are encapsulated into page data for display on the same page, and the page data is transmitted to the payment user for display.
  • the executable instructions are also used to execute:
  • the life scene associated with the time period is queried, and the candidate product provider associated with the life scene is selected.
  • the executable instructions are also used to execute:
  • the product indicator includes at least one of the following: product sales volume; product usage frequency; product popularity.
  • the executable instructions are also used to execute:
  • Selecting the candidate product provider that matches the feature of the payment user, and selecting, from the selected candidate product provider, a candidate product provider that is less than the distance threshold from the payment location provides the target product square.
  • the executable instructions are also used to execute:
  • the executable instructions are also used to execute:
  • the executable instructions are also used to execute:
  • the executable instructions are also used to execute:
  • the charging data corresponding to each of the product providers is formed according to the click volume and/or the exposure amount of the advertisement of the product provider; After the conversion indicator data of the advertisement of each of the product providers, the charging data corresponding to each of the product providers is formed according to the conversion indicator data.

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Abstract

An information processing method, an information processing device, and a storage medium. The method comprises: receiving an online payment operation of a payment user, processing the online payment operation by means of an electronic payment service, and obtaining the processing result of the online payment operation (101); obtaining payment time and a payment place of the online payment operation, and characteristics of the payment user in at least three dimensions of the user attributes (102); determining candidate product providers associated with the time period according to the time period of the payment time (103); screening the candidate product providers according to the payment place of the online payment operation and the characteristics of the payment user to obtain a target product provider for advertising (104); and obtaining an advertisement to be put of the target product provider, and sending the advertisement and the processing result of the online payment operation to the payment user and displaying together (105).

Description

信息处理方法及信息处理装置、存储介质Information processing method, information processing device, and storage medium
相关申请的交叉引用Cross-reference to related applications
本申请基于申请号为201611248182.X、申请日为2016年12月29日的中国专利申请提出，并要求该中国专利申请的优先权，该中国专利申请的内容在此以引入方式并入本申请。The present application is filed on the basis of the Chinese Patent Application No. 201611248182.X filed on Dec. 29, 2016, the priority of .
技术领域Technical field
本发明涉及通信技术，尤其涉及一种信息处理方法及信息处理装置、存储介质。The present invention relates to communication technologies, and in particular, to an information processing method, an information processing apparatus, and a storage medium.
背景技术Background technique
随着互联网行业特别是移动互联网的蓬勃发展，通过互联网进行信息推广成为信息传播的新形态而得到普遍应用。With the booming development of the Internet industry, especially the mobile Internet, information dissemination through the Internet has become a new form of information dissemination and has been widely used.
互联网广告(以下简称广告)作为在互联网进行信息推广的典型技术，已经成为用户获取信息、以及广告主提升知名度和宣传产品的重要途径，包括网页广告、视频广告和应用内广告等几种典型的广告形式。Internet advertising (hereinafter referred to as advertising) as a typical technology for information promotion on the Internet has become an important way for users to obtain information and advertisers to promote their popularity and promote products, including web advertising, video advertising and in-app advertising. advertisement form.
目前存在的问题是：广告定向投放的精度不够，造成对用户的干扰，影响用户正常获取信息的操作。The current problem is that the accuracy of targeted advertisement delivery is insufficient, causing interference to users and affecting the operation of the user to obtain information normally.
对于提高广告投放的精度，并有效避免投放广告对用户的干扰，在保证用户正常获取信息的同时，以无干扰的方式投放广告，相关技术尚无有效解决方案。In order to improve the accuracy of the advertisement delivery, and effectively avoid the interference of the advertisement to the user, there is no effective solution for the related technology while ensuring that the user normally obtains the information and delivers the advertisement in a non-interfering manner.
发明内容Summary of the invention
有鉴于此，本发明实施例在于提供一种信息处理方法及信息处理装置、 存储介质，能够提高广告投放精度，有效避免投放广告对用户的干扰。In view of this, an embodiment of the present invention provides an information processing method, an information processing apparatus, and a storage medium, which can improve the accuracy of advertisement placement and effectively avoid interference of users to the advertisement.
本发明实施例的技术方案是这样实现的：The technical solution of the embodiment of the present invention is implemented as follows:
第一方面，本发明实施例提供一种信息处理方法，包括：In a first aspect, an embodiment of the present invention provides an information processing method, including:
接收支付用户的线上支付操作，通过电子支付服务处理所述线上支付操作，获取线上支付操作的处理结果；Receiving an online payment operation of the payment user, processing the online payment operation by the electronic payment service, and obtaining a processing result of the online payment operation;
获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；Obtaining a payment time, a payment place, and a feature of the payment user of the online payment operation;
根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方；Determining a candidate product provider associated with the time period according to a time period during which the payment time is located;
根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；And selecting, according to the payment location of the online payment operation and the characteristics of the payment user, the candidate product provider to obtain a target product provider that will perform advertisement delivery;
获取所述目标产品提供方的待投放的广告；Obtaining an advertisement to be placed by the target product provider;
将所述广告以及所述线上支付操作的处理结果的页面发送至支付用户进行显示。The advertisement and the page of the processing result of the online payment operation are sent to the payment user for display.
第二方面，本发明实施例提供一种信息处理装置，包括：In a second aspect, an embodiment of the present invention provides an information processing apparatus, including:
支付单元，配置为接收支付用户的线上支付操作，通过电子支付服务处理所述线上支付操作，获取线上支付操作的处理结果；a payment unit configured to receive an online payment operation of the payment user, process the online payment operation by the electronic payment service, and obtain a processing result of the online payment operation;
特征单元，配置为获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；a feature unit configured to acquire a payment time of the online payment operation, a payment location, and a feature of the payment user;
确定单元，配置为根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方；a determining unit, configured to determine a candidate product provider associated with the time period according to a time period during which the payment time is located;
筛选单元，配置为根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；a screening unit, configured to filter the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtain a target product provider that will perform advertisement delivery;
发送单元，配置为获取所述目标产品提供方的待投放的广告，将所述 广告以及所述线上支付操作的处理结果的页面发送至支付用户进行显示。And a sending unit, configured to acquire an advertisement of the target product provider to be delivered, and send the advertisement and a page of the processing result of the online payment operation to the payment user for display.
第三方面，本发明实施例提供一种信息处理装置，包括处理器和存储器，存储器中存储有可执行指令，所述处理器执行所述可执行指令时，用于执行本发明实施例提供的信息处理方法。In a third aspect, an embodiment of the present invention provides an information processing apparatus, including a processor and a memory, where the executable instruction is stored in the memory, and the processor executes the executable instruction, and is used to execute the embodiment provided by the embodiment of the present invention. Information processing method.
第四方面，本发明实施例提供一种存储介质，存储有可执行指令，用于执行本发明实施例提供的信息处理方法。In a fourth aspect, an embodiment of the present invention provides a storage medium, where executable instructions are stored for performing the information processing method provided by the embodiment of the present invention.
本发明实施例具有这样的有益效果：Embodiments of the invention have such beneficial effects:
首先，向发起线上支付操作的支付用户发送广告，由于支付用户是所有用户中倾向于继续进行支付以购买产品的用户，向支付用户投放广告与向其他用户投放广告相比，支付用户对所接收的广告宣传的产品更倾向于实施支付操作，定向投放的精度更高，更容易提升广告的转化效果；First, an advertisement is sent to a payment user who initiates an online payment operation. Since the payment user is a user who tends to continue to pay for the purchase of the product among all the users, the payment user is advertised to the payment user and the payment user is compared to the other user. The products that the received advertisements are more inclined to implement the payment operation, the precision of the targeted delivery is higher, and it is easier to improve the conversion effect of the advertisement;
其次，将线上支付操作的处理结果连同广告在同一页面中发送给支付用户显示，对于支付用户来说，在获知线上支付操作的处理结果的同时，还能够获取到产品的广告，使得加载广告并呈现广告的处理能够与用户的当前操作场景实现“无缝”对接，实现投放广告“沉浸”入线上支付操作场景的效果，不会对支付用户获取线上支付操作的处理结果产生干扰，避免了相关技术以弹窗等“暴力”的形式投放广告给用户而导致干扰的问题；Secondly, the processing result of the online payment operation is sent to the payment user display together with the advertisement on the same page, and for the payment user, while the processing result of the online payment operation is known, the advertisement of the product can also be acquired, so that the loading is performed. The process of advertising and presenting the advertisement can achieve "seamless" docking with the current operation scene of the user, and realize the effect of placing the advertisement "immersed" into the online payment operation scene, and does not interfere with the processing result of the payment user obtaining the online payment operation. , avoiding the problem that the related technology causes advertisements to be advertised in the form of "violent" such as pop-ups;
再次，通过支付用户发起线上支付操作的支付时间选取候选产品提供方，适应了支付用户在不同时间段需求的产品不同的情况，在此基础上，通过用户属性和支付地点进一步筛选候选产品提供方，能够准确定位在支付用户发起线上支付操作的时空背景下需要使用的产品并投放广告，显著提升了投放相关广告的精度。Thirdly, by selecting the candidate product provider for the payment time of the online payment operation initiated by the user, the situation that the payment user needs different products in different time periods is adapted, and on this basis, the candidate product is further filtered through the user attribute and the payment location. In addition, it is able to accurately locate the products that need to be used in the context of the time-space in which the payment user initiates the online payment operation and deliver the advertisement, which significantly improves the accuracy of delivering the relevant advertisement.
附图说明DRAWINGS
图1是本发明实施例提供的信息处理方法的一个可选的流程示意图；1 is an optional schematic flowchart of an information processing method according to an embodiment of the present invention;
图2是本发明实施例提供的服务器10的一个可选的软硬件结构示意 图；2 is a schematic diagram of an optional hardware and software structure of the server 10 according to an embodiment of the present invention;
图3A是本发明实施例提供的信息处理装置部署在服务器的一个可选的架构示意图；3A is a schematic structural diagram of an information processing apparatus deployed in a server according to an embodiment of the present invention;
图3B是本发明实施例提供的信息处理装置部署在服务器的一个可选的架构示意图；FIG. 3B is a schematic structural diagram of an information processing apparatus deployed in a server according to an embodiment of the present invention; FIG.
图4A为本发明实施例提供的可用于在图2示出的信息处理装置架构的信息处理方法的一个可选的流程示意图；4A is an optional schematic flowchart of an information processing method applicable to the information processing device architecture shown in FIG. 2 according to an embodiment of the present invention;
图4B为本发明实施例提供的可用于在图2示出的信息处理装置架构的信息处理方法的一个可选的流程示意图；4B is an optional schematic flowchart of an information processing method applicable to the information processing device architecture shown in FIG. 2 according to an embodiment of the present disclosure;
图5是本发明实施例提供的向通过微信发起线上支付操作的用户的投放广告的一个可选的流程示意图；FIG. 5 is an optional schematic flowchart of placing an advertisement to a user who initiates an online payment operation through WeChat according to an embodiment of the present invention; FIG.
图6是本发明实施例提供的广告曝光策略的一个可选的示意图；6 is an optional schematic diagram of an advertisement exposure strategy provided by an embodiment of the present invention;
图7是本发明实施例提供的在线上支付的处理结果界面曝光广告的一个可选的显示示意图；FIG. 7 is an optional display diagram of an interface exposure advertisement of a processing result of online payment according to an embodiment of the present invention; FIG.
图8是本发明实施例提供的信息处理装置20的一个可选的功能结构示意图。FIG. 8 is a schematic diagram showing an optional functional structure of an information processing apparatus 20 according to an embodiment of the present invention.
具体实施方式detailed description
以下结合附图及实施例，对本发明进行进一步详细说明。应当理解，此处所提供的实施例仅仅用以解释本发明，并不用于限定本发明。另外，以下所提供的实施例是用于实施本发明的部分实施例，而非提供实施本发明的全部实施例，在不冲突的情况下，本发明实施例记载的技术方案可以任意组合的方式实施。The present invention will be further described in detail below with reference to the accompanying drawings and embodiments. It is to be understood that the examples are provided to illustrate the invention and not to limit the invention. In addition, the embodiments provided below are part of the embodiments for implementing the present invention, and do not provide all the embodiments for implementing the present invention. In the case of no conflict, the technical solutions described in the embodiments of the present invention may be combined in any combination. Implementation.
对本发明进行进一步详细说明之前，对本发明实施例中涉及的名词和术语进行说明，本发明实施例中涉及的名词和术语适用于如下的解释。Before the present invention is further described in detail, the nouns and terms involved in the embodiments of the present invention are explained, and the nouns and terms involved in the embodiments of the present invention are applied to the following explanations.
1)支付用户，在线上(通过互联网)或线下(在实体店面)为获取产品而向产品提供方支付数字货币(如数字化的法定货币，或各种形式的虚拟货币)的用户。1) Paying users, users who pay digital currency (such as digitized legal currency, or various forms of virtual currency) to the product provider online (through the Internet) or offline (at the physical storefront) to obtain the product.
2)线上支付操作，支付用户为获取产品而请求向产品提供方支付数字货币的操作。2) An online payment operation that pays for the user to request payment of digital currency to the product provider for product acquisition.
3)电子支付服务，用于验证支付用户的线上支付操作，并从支付用户的账户向产品提供方的账户转入一定数量的数字货币。3) An electronic payment service for verifying the payment user's online payment operation and transferring a certain amount of digital currency from the payment user's account to the product provider's account.
4)产品，包括实物产品和服务产品，实物产品是以物质实体的形式存在的产品如食品、电子产品等；服务产品是以非实物形态存在的产品如应用软件、网络游戏道具、业务咨询、邮寄派送和维修等。4) Products, including physical products and service products, physical products are products in the form of physical entities such as food, electronic products, etc.; service products are products that exist in non-physical form such as application software, online game props, business consulting, Mail delivery and repair, etc.
5)广告曝光：广告在用户侧的广告位(如用户访问的页面中的广告位、用户侧终端运行的应用中的广告位)展示，广告在用户侧展示一次称为一次广告曝光。5) Advertising exposure: The advertisement is displayed on the user side of the advertisement space (such as the advertisement position in the page accessed by the user and the advertisement position in the application run by the user side terminal), and the advertisement is displayed once on the user side as an advertisement exposure.
6)广告点击：用户在用户侧终端(如智能手机、平板电脑等设备)通过点击广告而访问广告主的页面，用户点击一次广告称为广告点击。6) Advertising click: The user accesses the advertiser's page by clicking the advertisement on the user-side terminal (such as a smart phone, a tablet, etc.), and the user clicks on the advertisement as an advertisement click.
7)广告定向投放条件：产品提供方在广告平台在投放广告时选择的广告受众需要符合的条件，这些条件之间存在“与”和“或”关系，如选择性别男“与”地区北京“或”天津，则定向条件为北京地区的男性和天津地区的男性用户。广告定向条件涉及以下几个方面的特征：7) Ad targeting requirements: The conditions that the product provider needs to meet when the advertising platform selects the advertising target. There are “and” and “or” relationships between these conditions, such as selecting gender male “and” region Beijing” Or “Tianjin, the orientation conditions are for men in Beijing and male users in Tianjin. Ad targeting conditions involve the following characteristics:
7.1)用户属性，用户个人相关的信息，如性别、地域、年龄、教育程度和终端设备类型，当然，也可以为其他类型如收入水平等。7.1) User attributes, personal information related to the user, such as gender, region, age, education level and terminal equipment type, of course, other types such as income level.
7.2)偏好，用户产生兴趣的对象，如用户喜欢的电影类型、喜欢的菜系、喜欢去旅游的国家等。7.2) Preference, the object that the user generates interest, such as the type of movie the user likes, the favorite cuisine, the country that likes to travel, and the like.
7.3)行为标签，代表用户偶然的或经常实施的行为，如，在上班途中买报纸，在地铁中玩游戏等。7.3) Behavioral labels that represent occasional or frequently performed actions by the user, such as buying newspapers on the way to work, playing games in the subway, etc.
8)电子券，产品提供方向用户提供用于在购买产品时使用的各种电子化的凭证，如电子会员卡、电子折扣券和电子代金券等。8) Electronic coupons, which provide users with various electronic credentials for use in purchasing products, such as electronic membership cards, electronic discount coupons and electronic vouchers.
9)广告转化效果：广告在被曝光后，用户通过点击广告从而实现访问广告主的网页、在广告主的网页注册、下单购买商品、下载应用、访问门店和到店购买等广告主期望通过广告投放所实现的效果，称为广告效果。9)Advertising conversion effect: After the advertisement is exposed, the user can click through the advertisement to realize the access to the advertiser's webpage, register on the advertiser's webpage, place an order to purchase the merchandise, download the application, visit the store, and go to the store to purchase, etc. The effect of ad serving is called ad performance.
10)转化指标数据，用于量化表示广告的转化效果，包括：10) Conversion metrics data that quantify the conversion performance of the ad, including:
交易量，包括支付用户因目标产品提供方的广告而购买目标产品提供方产品的数量和/或金额。The volume of transactions, including the amount and/or amount of products purchased by the user for the target product provider due to the advertisement of the target product provider.
领取电子券交易量，包括支付用户通过领取目标产品提供方的电子券而购买目标产品提供方产品的数量和/或金额。The amount of e-voucher transactions received, including the amount and/or amount of products purchased by the user to purchase the target product provider by receiving the e-voucher of the target product provider.
电子券领取率，接收到广告的支付用户中领取电子券的比例；The rate of receipt of e-vouchers, the proportion of payment users who receive advertisements;
电子券使用率，接收到广告的支付用户中领取电子券、并使用电子券支付(线上支付和/或线下支付)的比例；The rate of use of electronic coupons, the proportion of payment users who receive advertisements, and the use of electronic coupons (online payment and/or offline payment);
访问率，也称为到店访问率，接收到广告的支付用户中因广告而访问目标产品提供方(如门店)的比例，也称为到店访问率；The access rate, also known as the visit rate to the store, the proportion of the payment users who receive the advertisement to the target product provider (such as a store) due to the advertisement, also referred to as the visit rate to the store;
11)终端：在用户侧运行应用客户端的设备，可以为台式机电脑、电视机顶盒、Xbox/PS3游戏机、户外广告展示屏等固定终端；也可以为智能手机、笔记本电脑、平板电脑和车载广告展示屏等移动终端。11) Terminal: The device running the application client on the user side can be a fixed terminal such as a desktop computer, a TV set-top box, an Xbox/PS3 game console, an outdoor advertising display screen, or a smart phone, a laptop computer, a tablet computer, and a car advertisement. Mobile terminals such as display screens.
12)基于位置服务(LBS，Location Based Service)：通过电信移动运营商的网络获取移动终端用户的位置信息(如经纬度坐标)，在电子地图平台的支持下，为用户提供相应服务的一种增值业务。12) Location Based Service (LBS): obtains the location information (such as latitude and longitude coordinates) of the mobile terminal user through the network of the telecom mobile operator, and provides a value-added service for the user under the support of the electronic map platform. business.
目前存在的问题是：The current problems are:
1)广告定向投放的精度不够，相关技术普遍根据用户偏好的产品投放广告，但是用户不会对所偏好的产品具有持续的需求，相当多情况下根据偏好投放的广告没有产生预期的广告转化的效果。1) The accuracy of targeted advertisement delivery is not enough. Related technologies generally advertise according to the products preferred by users, but users do not have continuous demand for preferred products. In many cases, advertisements based on preferences do not produce expected advertisement conversion. effect.
2)相关技术往往是在用户获取信息的过程中向用户投放广告，不论何种形式的广告，在广告的投放过程中都不可避免地造成对用户的干扰，影响用户正常获取信息的操作。2) Related technologies often provide advertisements to users in the process of obtaining information by users. Regardless of the form of advertisements, in the process of placing advertisements, it is inevitable to cause interference to users and affect the operation of users to obtain information normally.
例如，在用户使用视频客户端观看视频时，在视频播放窗口中播放视频之前、以及播放视频的过程中以贴片的方式投放广告，这不可避免地会影响用户正常观看视频。For example, when a user views a video using a video client, the advertisement is placed in a patch before the video is played in the video play window and during the playback of the video, which inevitably affects the user watching the video normally.
对于提高广告投放的精度，并有效避免投放广告对用户的干扰，在保证用户正常获取信息的同时，以无干扰的方式投放广告，相关技术尚无有效解决方案。In order to improve the accuracy of the advertisement delivery, and effectively avoid the interference of the advertisement to the user, there is no effective solution for the related technology while ensuring that the user normally obtains the information and delivers the advertisement in a non-interfering manner.
参见图1，图1为本发明实施例提供的信息处理方法的一个可选的流程示意图，包括：Referring to FIG. 1, FIG. 1 is an optional schematic flowchart of an information processing method according to an embodiment of the present invention, including:
步骤101，接收支付用户的线上支付操作，通过电子支付服务处理线上支付操作，获取线上支付操作的处理结果。Step 101: Receive an online payment operation of the payment user, process the online payment operation by the electronic payment service, and obtain a processing result of the online payment operation.
步骤102，获取线上支付操作的支付时间、支付地点以及支付用户的用户属性至少三个维度的特征。Step 102: Acquire a feature of at least three dimensions of a payment time of the online payment operation, a payment location, and a user attribute of the payment user.
步骤103，根据支付时间所处的时间段，确定与时间段关联的候选产品提供方。Step 103: Determine a candidate product provider associated with the time period according to the time period in which the payment time is located.
步骤104，根据线上支付操作的支付地点以及支付用户的特征，对候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方。Step 104: Filter the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtain the target product provider that will perform the advertisement delivery.
步骤105，获取目标产品提供方的待投放的广告，将同时广告、以及线上支付操作的处理结果面发送至支付用户共同显示。Step 105: Acquire an advertisement to be delivered by the target product provider, and send the simultaneous advertisement and the processing result of the online payment operation to the payment user for common display.
本发明实施例提供实施上述信息处理方法的信息处理装置。在硬件层面上，示例性地，信息处理装置可以基于网络侧的资源如计算资源(如处理器)和通信资源(如网络接口)实现。在软件层面上，信息处理装置可以实施为存储于网络侧服务器的存储介质中的可执行指令(包括诸如程序、 模块之类的计算机可执行指令)。Embodiments of the present invention provide an information processing apparatus that implements the above information processing method. At the hardware level, by way of example, the information processing apparatus may be implemented based on resources on the network side such as computing resources (such as a processor) and communication resources (such as a network interface). At the software level, the information processing apparatus may be implemented as executable instructions (including computer executable instructions such as programs, modules, etc.) stored in a storage medium of the network side server.
如上，以信息处理装置基于网络侧服务器(例如，服务器)的资源实现时，参见图2示出的服务器10的一个可选的软硬件结构示意图，服务器10包括硬件层、中间层、操作***层和软件层。然而，本领域的技术人员应当理解，图2示出的服务器10的结构仅为示例，并不构成对服务器10结构的限定。例如，服务器10可以根据实施需要设置较图2更多的组件，或者根据实施需要省略设置部分组件。As described above, when the information processing apparatus is implemented based on resources of a network side server (for example, a server), referring to an optional hardware and software structure diagram of the server 10 shown in FIG. 2, the server 10 includes a hardware layer, an intermediate layer, and an operating system layer. And software layer. However, those skilled in the art should understand that the structure of the server 10 shown in FIG. 2 is merely an example and does not constitute a limitation on the structure of the server 10. For example, the server 10 may set more components than FIG. 2 according to implementation requirements, or omit setting partial components according to implementation needs.
服务器10的硬件层包括处理器11、输入/输出接口13，存储介质14以及网络接口12，组件可以经***总线连接通信。The hardware layer of the server 10 includes a processor 11, an input/output interface 13, a storage medium 14, and a network interface 12, which can communicate via a system bus connection.
处理器11可以采用中央处理器(CPU)、微处理器(MCU，Microcontroller Unit)、专用集成电路(ASIC，Application Specific Integrated Circuit)或逻辑可编程门阵列(FPGA，Field－Programmable Gate Array)实现。The processor 11 can be implemented by using a central processing unit (CPU), a microprocessor (MCU, Microcontroller Unit), an application specific integrated circuit (ASIC), or a Field-Programmable Gate Array (FPGA).
输入/输出接口13可以采用如显示屏、触摸屏、扬声器等输入/输出器件实现。The input/output interface 13 can be implemented using input/output devices such as a display screen, a touch screen, and a speaker.
存储介质14可以采用闪存、硬盘、光盘等非易失性存储介质实现，也可以采用双倍率(DDR，Double Data Rate)动态缓存等易失性存储介质实现，其中存储有用以执行上述信息处理方法的可执行指令。The storage medium 14 can be implemented by using a non-volatile storage medium such as a flash memory, a hard disk, or an optical disk, or can be implemented by using a volatile storage medium such as a double rate (DDR) double-dimensional (DDR) dynamic cache, where the storage is useful to perform the above information processing method. Executable instructions.
示例性地，存储介质14分布方式可以是集中式的，也可以是分布式的。网络接口12向处理器11提供外部数据如异地设置的存储介质14的访问能力，示例性地，网络接口12可以基于近场通信(NFC，Near Field Communication)技术、蓝牙(Bluetooth)技术、紫蜂(ZigBee)技术进行的近距离通信，另外，还可以实现如基于码分多址(CDMA，Code Division Multiple Access)、宽带码分多址(WCDMA，Wideband Code Division Multiple Access)等通信制式及其演进制式的通信。Illustratively, the storage medium 14 may be distributed in a centralized manner or distributed. The network interface 12 provides the processor 11 with access capabilities of external data such as the off-site set storage medium 14. For example, the network interface 12 may be based on Near Field Communication (NFC) technology, Bluetooth technology, Zigbee (ZigBee) technology for short-range communication, and can also implement communication systems such as Code Division Multiple Access (CDMA), Wideband Code Division Multiple Access (WCDMA), and its evolution. Standard communication.
驱动层包括用于供操作***16识别硬件层并与硬件层各组件通信的中 间件15，例如可以为针对硬件层的各组件的驱动程序的集合。The driver layer includes a middleware 15 for the operating system 16 to identify and communicate with the hardware layer components, such as a collection of drivers for the various components of the hardware layer.
操作***16用于提供面向用户的图形界面，示例性地，包括插件图标、桌面背景和应用图标，操作***16支持用户经由图形界面对设备的控制本发明实施例对上述设备的软件环境如操作***类型、版本不做限定，例如可以是Linux操作***或UNIX操作***等。The operating system 16 is configured to provide a user-oriented graphical interface, including, by way of example, a plug-in icon, a desktop background, and an application icon, and the operating system 16 supports user control of the device via a graphical interface. The software environment of the device is operated as an embodiment of the present invention. The system type and version are not limited. For example, it may be a Linux operating system or a UNIX operating system.
软件层用于运行电子支付服务18，另外，还可以运行社交服务17和广告服务19。The software layer is used to run the electronic payment service 18, and in addition, the social service 17 and the advertisement service 19 can also be run.
社交服务17用于与用户侧终端运行的社交网络客户端交互，实现基于社交网络的功能：1)社交网络中用户之间的即时通信，支持用户以点对点的方式通信，如支持用户之间传输语音、文本和视频等各种形式的信息；2)社交网络中的分享服务，支持用户向社交网络中特定的用户群体(如朋友圈)分享图片、视频、文本和链接等各种形式的媒体信息。The social service 17 is used for interacting with a social network client running on the user side terminal to implement a social network based function: 1) instant communication between users in the social network, and supporting the user to communicate in a peer-to-peer manner, such as supporting transmission between users. Various forms of information such as voice, text and video; 2) sharing services in social networks, allowing users to share various forms of media such as pictures, videos, texts and links to specific groups of users in social networks (such as circle of friends) information.
电子支付服务18，提供用户侧的社交网络客户端(如微信、QQ)的电子钱包的线上支付功能，以及提供用户侧的第三方支付应用(如财付通)的线上支付功能，用于响应用户侧发起的线上支付操作。The electronic payment service 18 provides an online payment function of an electronic wallet of a social network client (such as WeChat, QQ) on the user side, and an online payment function of a third party payment application (such as TenPay) provided on the user side, In response to the online payment operation initiated by the user side.
作为电子支付服务18响应线上支付操作的一个示例，电子支付服务根据支付用户在网络侧服务器预授权所签约的网络银行的账号(例如，储蓄卡账号、***账号)，通过调用相应网络银行的业务接口，从支付用户在网络银行的账号向产品提供方的网络银行(可以理解地，与支付用户的账号所属网络银行可以相同，也可不同)账号转入一定数量的数字货币。As an example of the electronic payment service 18 responding to the online payment operation, the electronic payment service is based on the account of the network bank (for example, the savings card account number, the credit card account number) that the payment user pre-authorizes the contracted network bank, by calling the corresponding network bank. The service interface is transferred from the account of the payment user in the online bank to the network bank of the product provider (understandably, the network bank to which the payment user's account belongs may be the same or different), and the account is transferred to a certain number of digital currencies.
作为电子支付服务18响应线上支付操作的另一个示例，电子支付服务实现了社交网络客户端中的电子钱包功能，允许支付用户向电子钱包转入数字货币，使用支付用户在电子钱包的余额向产品提供方的银行账户(或产品提供方的电子钱包)转入数字货币。As another example of the electronic payment service 18 responding to an online payment operation, the electronic payment service implements an electronic wallet function in a social network client, allowing the payment user to transfer digital money to the electronic wallet, using the payment user's balance in the electronic wallet The product provider's bank account (or the product provider's e-wallet) is transferred to the digital currency.
广告服务19，用于利用数据库技术存储广告主(如产品提供方)设定 的待投放的广告，以及广告的定向投放条件，向符合定向投放条件的用户投放广告，同时，根据约定的计费方式针对为广告主投放的广告形成计费数据。The advertisement service 19 is configured to use a database technology to store an advertisement to be placed set by an advertiser (such as a product provider), and a targeted delivery condition of the advertisement, and deliver the advertisement to a user who meets the targeted delivery condition, and at the same time, according to the agreed billing The method forms billing data for ads served for advertisers.
参见图3A和图3B，图3A和图3B为本发明实施例提供的信息处理装置部署在服务器的一个可选的架构示意图。Referring to FIG. 3A and FIG. 3B, FIG. 3A and FIG. 3B are schematic diagrams showing an optional architecture of an information processing apparatus deployed on a server according to an embodiment of the present invention.
在图3A中，服务器中部署不同的功能而成为相应的后台***，当然，每个服务器中都可以部署如图3A示出的社交服务、电子支付服务和广告服务而成为相应的后台(***)，包括社交后台、电子支付后台和广告后台，又或者，同时实施采用以上二种部署方案，根据服务器的处理能力、以及针对不同服务的需求情况而定。In FIG. 3A, different functions are deployed in the server to become corresponding back-end systems. Of course, each server can deploy a social service, an electronic payment service, and an advertisement service as shown in FIG. 3A to become a corresponding background (system). Including the social back-end, the electronic payment back-end and the advertising back-end, or at the same time, the implementation of the above two deployment scenarios, depending on the processing power of the server and the demand for different services.
下文中，以社交服务、电子支付服务和广告服务由不同的服务器承载为例进行说明，一般来说，每个服务部署在特定的服务器，便于服务的部署以及调整，如需要减少部署社交服务的服务器时，需要考虑该服务器承载的其他服务的情况，降低后期的维护成本。对于信息处理装置在网络侧服务器的其他部署形式，可以基于对下述记载的理解而实施。In the following, social service, electronic payment service and advertising service are illustrated by different server bearers. Generally, each service is deployed on a specific server, which facilitates service deployment and adjustment, such as reducing the deployment of social services. When the server is used, it is necessary to consider the other services carried by the server and reduce the maintenance cost in the later period. Other deployment forms of the information processing apparatus on the network side server can be implemented based on the understanding of the following description.
在图3A中，终端中运行社交网络客户端，社交后台负责与用户侧的社交网络客户端进行通信，如社交网络的即时通信的业务由社交后台自身处理，社交后台还设置有与电子支付后台的电子支付服务以及广告后台的广告服务对接的功能，当用户在社交网络客户端的电子钱包发起线上支付操作时，社交后台调用电子支付后台提供的业务接口处理线上支付操作并接收处理结果；并且社交后台还将当前支付用户的相关信息(如支付地点、用户特征和支付时间信息)提交给广告后台以获取合适的广告并返回支付用户，与支付用户的线上支付操作的处理结果在同一页面显示。In FIG. 3A, a social network client is run in the terminal, and the social background is responsible for communicating with the social network client on the user side. For example, the business of instant communication of the social network is handled by the social background itself, and the social background is also set with the electronic payment background. The electronic payment service and the advertising service docking function of the advertisement background, when the user initiates an online payment operation in the electronic wallet of the social network client, the social background invokes the service interface provided by the electronic payment background to process the online payment operation and receive the processing result; And the social backend also submits relevant information of the current payment user (such as payment location, user characteristics and payment time information) to the advertisement background to obtain a suitable advertisement and return to the payment user, which is the same as the payment user's online payment operation. The page is displayed.
参见图4A，图4A为本发明实施例提供的可用于在图2示出的信息处理装置架构所实施的信息处理方法的一个可选的流程示意图，与图3A对 应，适用于这样的应用场景：Referring to FIG. 4A, FIG. 4A is an optional schematic flowchart of an information processing method that can be used in the information processing device architecture shown in FIG. 2 according to an embodiment of the present disclosure, and corresponds to FIG. 3A, and is applicable to such an application scenario. :
用户通过社交网络客户端(如微信)的电子钱包功能发起线上支付操作，用户的电子钱包的显示支付的处理结果的页面中还显示有当前时空背景下可能需要的产品的广告。The user initiates an online payment operation through the e-wallet function of the social network client (such as WeChat), and the page of the processing result of the display payment of the user's electronic wallet also displays an advertisement of the product that may be needed in the current space-time background.
结合图4A示出的各个步骤进行说明。Description will be made in conjunction with the respective steps shown in FIG. 4A.
步骤201，支付用户通过社交网络客户端中的电子钱包功能向社交后台提交线上支付操作。Step 201: The payment user submits an online payment operation to the social background through the electronic wallet function in the social network client.
例如，支付用户在线上购买产品并通过线上方式结算时，通过在电子钱包中扫码、手动输入等方式获得商户的账号，将商户的账号、支付用户账号、交易金额以及订单号等信息提交给社交后台。For example, when the payment user purchases the product online and settles online, the merchant account is obtained by scanning the code in the electronic wallet, manually inputting, etc., and submitting the account of the merchant, the payment user account, the transaction amount, and the order number. Give the social backstage.
一般来说，社交网络客户端会对支付用户进行验证(如密码验证、生物特征如指纹、声纹的验证等)，验证通过后向社交平台提交线上支付操作。Generally, the social network client verifies the payment user (such as password verification, biometrics such as fingerprints, voiceprint verification, etc.), and then submits an online payment operation to the social platform after verification.
步骤202，社交后台向电子支付后台提交线上支付操作，请求电子支付后台处理并返回处理结果。Step 202: The social background submits an online payment operation to the electronic payment background, requests electronic payment background processing, and returns a processing result.
例如，当电子支付后台成功从支付用户的账户向商家的账户转入交易金额的数字货币时，返回交易成功的处理结果；当转入失败时返回转入失败的处理结果以及失败原因(如账户余额不足、商户账户错误等)。For example, when the electronic payment background successfully transfers the transaction amount to the digital currency of the transaction amount from the account of the payment user, the processing result of the successful transaction is returned; when the transfer fails, the processing result of the failed transfer and the reason for the failure (such as the account) are returned. Insufficient balance, merchant account error, etc.).
步骤203，社交后台向广告后台提交线上支付操作的支付时间、支付地点以及支付用户的特征。In step 203, the social background submits the payment time of the online payment operation, the payment location, and the characteristics of the payment user to the advertisement background.
例如，支付用户侧终端中运行有与社交后台通信的软件开发套件(SDK)，用于调用终端的LBS定位支付用户发起线上支付操作时的位置、记录支付用户发起线上支付操作的时间提交给社交后台。For example, a software development kit (SDK) running in the user-side terminal and communicating with the social background is used to call the terminal's LBS to locate the location when the payment user initiates the online payment operation, and record the time submission of the payment user to initiate the online payment operation. Give the social backstage.
对于用户属性，同样可以通过SDK在支付用户侧收集上报的相关数据(如用户常驻位置、使用设备类型等用户属性)给社交后台，另外，社交后台可以通过支付用户的注册资料、在社交网络的活动数据，通过机器模 型学习的方式得到支付用户的行为标签以及偏好。For the user attribute, the related data (such as the user's resident location, user type, and other user attributes) collected by the SDK on the payment user side can also be sent to the social background. In addition, the social background can be used to pay the user's registration information on the social network. The activity data is obtained by the machine model learning method to obtain the user's behavior label and preference.
步骤204，广告后台根据支付时间所处的时间段，确定与时间段关联的候选产品提供方。Step 204: The advertisement background determines a candidate product provider associated with the time period according to the time period during which the payment time is located.
在一个实施例中，广告后台维护不同的时间段与生活场景的映射关系，例如，将一天划分为早餐时间段、午餐时间段、晚餐时间段、休息时间段、娱乐时间段和工作时间段等。In an embodiment, the advertisement background maintains a mapping relationship between different time periods and a life scene, for example, dividing the day into a breakfast time period, a lunch time period, a dinner time period, a rest time period, an entertainment time period, a working time period, and the like. .
实际应用中，映射关系可以基于收集的用户相关行为的大数据通过机器模型学习的方式分析得到，可以理解地，根据机器学习模型方式分析得到上述映射关系，根据日期(如工作日和周末)、不同信仰、地区、人群的生活习惯的差异而存在区别，能够实现有针对性地确定用户发起线上支付操作时所处生活场景的效果。In practical applications, the mapping relationship can be analyzed by means of machine model learning based on the collected big data of the user-related behavior. It can be understood that the above mapping relationship is obtained according to the machine learning model, according to the date (such as working day and weekend), There are differences in the living habits of different beliefs, regions, and people, and it is possible to achieve a targeted determination of the effect of the life scene in which the user initiates an online payment operation.
接续前述说明，广告后台在预设的时间段与生活场景的映射关系中，查询时间段所关联的生活场景，并选取与生活场景关联的候选产品提供方，由于最终向支付用户投放的广告是候选产品提供方筛选得到，这样一来，向支付用户投放候选产品提供方的广告，能够实现投放的广告与支付用户当前的所处的生活场景相契合的效果，使广告所承载的产品信息满足支付用户当前生活场景的实时性需求。Following the foregoing description, the advertisement background is in the mapping relationship between the preset time period and the life scene, queries the life scene associated with the time period, and selects the candidate product provider associated with the life scene, because the advertisement finally delivered to the payment user is The candidate product provider screens, so that the advertisement of the candidate product provider is delivered to the payment user, and the effect of the advertisement to be delivered is matched with the current life scene of the payment user, so that the product information carried by the advertisement satisfies Pay for the real-time needs of the user's current life scene.
另外，对于与支付用户当前生活场景关联的候选产品提供方，可以参考各产品提供方的产品指标进行筛选，以选取与用户当前生活场景相契合且产品指标最优的产品提供方，实现提升向支付用户投放广告的可靠度的效果。In addition, for the candidate product provider associated with the current life scene of the payment user, the product indicators of each product provider may be selected for screening to select a product provider that matches the current life scene of the user and has the best product index, thereby achieving improvement. Pay for the reliability of the user’s advertising.
举例来说，在基于在预设的生活场景与产品的映射关系中，查询与生活场景关联的产品，基于产品指标对与生活场景关联的产品进行优先级排序，基于产品销量、产品使用频率和产品好评度至少之一的优先级排序，选取优先级最高的预定数量的产品对应的产品提供方作为候选产品提供 方。For example, in the mapping relationship between the preset life scene and the product, the product associated with the life scene is queried, and the products associated with the life scene are prioritized based on the product indicator, based on product sales, product usage frequency, and Prioritize at least one of the product ratings, and select the product provider corresponding to the predetermined number of products with the highest priority as the candidate product provider.
对于产品销量、产品使用频率和产品好评度来说，可以默认使用三个方面的产品指标的综合排序，又或者，根据用户选取产品时所偏好使用的产品指标来排序，从而使得选取的候选产品提供方的产品契合用户的筛选需求。For product sales, product usage frequency and product acclaim, you can use the comprehensive sorting of product indicators in three aspects by default, or sort according to the product metrics preferred by the user when selecting the product, so that the selected candidate products are selected. The provider's products fit the user's screening needs.
步骤205，广告后台根据线上支付操作的支付地点以及支付用户的特征，对候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方。Step 205: The advertisement background screens the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtains the target product provider that will perform the advertisement delivery.
在一个实施例中，选取与支付用户的特征匹配的候选产品提供方，具体来说，就对于选取与支付用户的特征匹配的候选产品提供方而言，进行以下至少一种方式的匹配：In one embodiment, the candidate product provider that matches the characteristics of the payment user is selected, in particular, for at least one of the following methods for selecting a candidate product provider that matches the feature of the payment user:
方式1)将支付用户的用户属性、兴趣和行为标签中至少一个特征与各产品提供方的广告定向投放条件匹配。Method 1) Match at least one of the user attribute, interest, and behavior tags of the payment user with the advertisement targeting criteria of each product provider.
如前，广告定向投放条件包括广告主针对广告受众在用户属性、兴趣和行为标签所进行的设定，因此，通过将用户特征包括的属性、兴趣和行为标签对应与定向投放条件包括的用户属性、兴趣和行为标签进行比对，可以得到量化的匹配程度。As before, the ad targeting criteria include the advertiser’s settings for the user’s attributes, interests, and behavior tags for the ad audience, so by matching the attributes, interests, and behavior tags included in the user’s characteristics with the user attributes included in the targeted delivery criteria. The interest and behavioral tags are compared and the degree of matching can be quantified.
方式2)将支付用户的用户属性、兴趣和行为标签中至少一个特征与广告投放方的产品特征匹配。Mode 2) Matching at least one of the user attribute, interest, and behavior tags of the payment user with the product characteristics of the advertiser.
对于匹配结果，选取匹配程度最高的预定数量的产品提供方为候选产品提供方，从所选取的候选产品提供方中选定与支付地点的距离小于距离阈值的候选产品提供方作为目标产品提供方。For the matching result, the predetermined number of product providers with the highest matching degree are selected as the candidate product providers, and the candidate product providers whose distance from the payment location is less than the distance threshold are selected from the selected candidate product providers as the target product provider. .
实际应用中，距离阈值可以根据支付用户当前的与交通方式相关的行为标签动态确定，例如当行为标签为驾车出行购物时，选取的距离阈值可以根据附近的交通情况动态确定一定时间(如10分钟)的车程；再例如当行为标签为步行逛街时，选取的距离阈值可以为一定时间(如15分钟)的 步行距离。从而确保支付用户可以及时访问目标产品提供方。In practical applications, the distance threshold may be dynamically determined according to the current behavior label related to the transportation mode of the payment user. For example, when the behavior label is driving for shopping, the selected distance threshold may be dynamically determined according to nearby traffic conditions (eg, 10 minutes). The driving distance; for example, when the behavior label is walking shopping, the selected distance threshold may be a walking distance of a certain time (for example, 15 minutes). This ensures that payment users can access the target product provider in a timely manner.
这样，当向支付用户投放该目标产品提供方的广告时，具有以下效果：In this way, when the advertisement of the target product provider is delivered to the payment user, the following effects are obtained:
一方面，目标产品提供方的产品广告符合支付用户的特征并且与当前生活场景相契合，提升了投放广告的精度。例如当支付用户喜欢买衣服以及品尝美食时，如果支付用户发起线上支付操作时处于午餐的生活场景，则优先选取餐馆的广告进行投放；On the one hand, the product advertisement of the target product provider conforms to the characteristics of the payment user and is compatible with the current life scene, which improves the accuracy of the advertisement. For example, when the payment user likes to buy clothes and taste food, if the payment user initiates an online payment operation and is in a lunch life scene, the advertisement of the restaurant is preferentially selected for delivery;
另一方面，由于目标产品提供方距离支付用户很近，方便支付用户就近访问，保证了用户在当前生活场景消费的连续性，最大程度了提供了用户访问目标提供方门店可能性，促进了从广告曝光向各种广告效果(如到店访问、到店购买)的转化。例如，继续前述示例，支付用户发起线上支付操作时处于午餐的生活场景，选取符合支付用户的饮食口味且距离用户最近的餐馆的广告以向支付用户投放。On the other hand, since the target product provider is close to the payment user, it is convenient for the payment user to access nearby, ensuring the continuity of the user's consumption in the current life scene, and maximizing the possibility of the user accessing the target provider store, and promoting the possibility of The conversion of ads to various advertising effects (such as visits to stores, store purchases). For example, continuing the foregoing example, paying a life scene at lunch when the user initiates an online payment operation, selecting an advertisement of a restaurant that meets the eating taste of the user and is closest to the user to serve to the paying user.
另外，为了进一步提升确定候选产品提供方的精度，对于选取匹配程度最高的预定数量的产品提供方作为候选产品提供方来说，还判断在生活场景中支付操作所支付购买的产品是否能够被同一用户连续使用或购买；若是，则优先选取提供所支付购买产品和/或同类产品的产品提供方为候选产品提供方；若否，则排除选取提供所支付购买产品和/或同类产品的产品提供方为候选产品提供方。In addition, in order to further improve the accuracy of determining the candidate product provider, for selecting a predetermined number of product providers with the highest matching degree as the candidate product provider, it is also determined whether the products purchased by the payment operation in the life scene can be the same. The user continuously uses or purchases; if so, the product provider that provides the purchased product and/or the like product is preferentially selected as the candidate product provider; if not, the product that provides the purchased product and/or the like product is excluded from the selection. The party is the candidate product provider.
例如，当在餐馆结账而发起线上支付操作时，由于在就餐的生活场景中餐饮产品的不支持被同一用户连续购买的特性(用户不可能在连续在2家餐馆就餐)，因此，针对支付用户选取的商家中排除餐饮类的商家，避免继续向支付用户投放餐饮类广告对用户当前的消费没有帮助的情况。For example, when an online payment operation is initiated at a restaurant checkout, due to the fact that the catering product does not support the continuous purchase of the same user in the living scene of the meal (the user cannot eat in two consecutive restaurants), therefore, for the payment The merchants selected by the user exclude the catering business, and avoid the situation that the catering advertisement is not provided to the payment user and the user's current consumption is not helpful.
再例如，当在服装店结账而发起线上支付操作时，由于在购置衣物的生活场景中各个服装店具有支持被同一用户连续购买的特性(用户往往会到不同的服装店挑选购买)，因此，针对支付用户选取的商家中优先选取符 合支付用户着装风格、且距离支付用户最近的服装店的广告以向支付用户投放，帮助支付用户在购物的生活场景中快速挑选衣服，提高广告投放的精度。For another example, when an online payment operation is initiated at the clothing store, since the clothing stores have the characteristics of supporting the continuous purchase by the same user in the life scene of purchasing the clothes (the user often chooses to purchase at different clothing stores), For the merchant selected by the payment user, the advertisement of the clothing store that meets the payment user's dress style and is closest to the payment user is preferentially selected to be delivered to the payment user, thereby helping the payment user to quickly select clothes in the shopping life scene, and improving the accuracy of the advertisement delivery. .
另外，需要指出地，虽然前述以结合支付时间、支付地点以及支付用户的用户属性确定目标产品提供方为例进行说明，但是可以理解地，实际应用中，根据需求，可以采用支付时间、支付地点以及支付用户中任意一种或任意两种结合的方式确定目标产品提供方。In addition, it should be noted that although the foregoing description is made by taking the target product provider in combination with the payment time, the payment location, and the user attribute of the payment user, it can be understood that, in actual application, the payment time and the payment location may be adopted according to the demand. The target product provider is determined by any one of the payment users or a combination of any two.
步骤206，广告后台获取目标产品提供方的待投放的广告，返回社交后台。In step 206, the advertisement background obtains the advertisement of the target product provider to be delivered, and returns to the social background.
一般地，广告可以为这样的形式：落地页以及各种素材(如与产品提供方的产品相关的各种广告语、图片或动画等媒体信息)的集合。当广告在用户侧曝光后一旦被用户点击即跳转至落地页显示。In general, an advertisement may be in the form of a landing page and a collection of various materials, such as various slogans, pictures, or animations related to the product of the product provider. When the advertisement is clicked by the user after the user side is exposed, it jumps to the landing page display.
另外，就广告的样式来说，可以为会员卡、折扣券和代金券等各种形式的电子券。In addition, as for the style of the advertisement, various forms of electronic coupons such as membership cards, discount coupons, and vouchers can be used.
步骤207，社交后台将包括广告、以及线上支付操作的处理结果的页面发送至支付用户的社交网络客户端，在电子钱包功能的页面内同时进行显示。Step 207: The social background sends a page including the advertisement and the processing result of the online payment operation to the social network client of the payment user, and simultaneously displays in the page of the electronic wallet function.
以广告为电子券为例，将电子券、以及线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将页面数据发送至支付用户的社交网络客户端进行显示。Taking the advertisement as an electronic coupon as an example, the processing result of the electronic coupon and the online payment operation is encapsulated into page data for display on the same page, and the page data is sent to the social network client of the payment user for display.
一般地，社交网络客户基于页面数据进行显示时，页面中除了包括订单的相关信息(如订单号、交易金额等)，存在相当部分的空闲区域，将广告在空白区域进行曝光，一方面不会对用户了解线上支付操作的处理结果产生干扰，另一方面，针对支付用户需求产品的广告曝光与支付用户的消费的生活场景实现了无缝衔接，最大程度缩短了支付用户查询所需产品的 时间，提高了广告投放的智能化程度。Generally, when a social network customer displays based on page data, in addition to including information related to the order (such as an order number, transaction amount, etc.), there is a considerable portion of the free area, and the advertisement is exposed in a blank area. It interferes with the user's understanding of the processing result of the online payment operation. On the other hand, the advertisement exposure for the product that pays the user's demand is seamlessly connected with the life scene of the user's consumption, thereby minimizing the payment of the product required by the user. Time has increased the intelligence of advertising.
步骤208，广告后台更新支付用户的特征。In step 208, the advertisement background updates the characteristics of the payment user.
广告后台根据目标产品提供方的广告的转化指标数据，如：领取电子券交易量、电子券领取率和电子券使用率等。根据上述转化指标数据，使用机器模型学习的方式确定支付用户的以下特征：支付能力；偏好的支付方式(如线下现金支付还是线上支付)；是否偏好使用电子券；支付行为标签(如在下班路上买咖啡)并对应更新支付用户的特征。这样一来，当支付用户再次发起线上支付操作时，根据支付用户的特征所匹配的候选产品提供方将更准确。The advertising background is based on the conversion indicator data of the target product provider's advertisement, such as: receiving the electronic coupon transaction volume, the electronic coupon collection rate, and the electronic coupon usage rate. According to the above conversion index data, the following characteristics of the payment user are determined by means of machine model learning: payment ability; preferred payment method (such as offline cash payment or online payment); whether to prefer to use electronic coupon; payment behavior label (such as in Buy coffee on the way to work) and update the characteristics of the paying user. In this way, when the payment user initiates the online payment operation again, the candidate product provider matched according to the characteristics of the payment user will be more accurate.
步骤209，广告后台针对各产品提供方投放的广告形成计费数据。In step 209, the advertisement background forms billing data for advertisements delivered by each product provider.
首先，在向支付用户投放广告的初期，未获取到各产品提供方的广告导致的转化指标数据如交易金额(包括线下交易金额、线上交易金额、以及使用电子券交易金额等)，根据产品提供方的广告的点击量和/或曝光量形成对应各产品提供方的计费数据；First, in the initial stage of advertising to the payment user, the conversion indicator data caused by the advertisement of each product provider is not obtained, such as the transaction amount (including the offline transaction amount, the online transaction amount, and the use of the electronic coupon transaction amount, etc.), according to The amount of clicks and/or exposure of the advertisement of the product provider forms billing data corresponding to each product provider;
其次，在获取到各产品提供方的广告导致的交易金额数据时，根据交易金额数据形成对应各产品提供方的计费数据，例如，按照交易金额提取预定的比例作为投放广告的费用，这样，通过比较计费数据与交易金额数据，能够直观获得广告对商户产品的销售的产生的效果。Secondly, when the transaction amount data caused by the advertisement of each product provider is obtained, the billing data corresponding to each product provider is formed according to the transaction amount data, for example, the predetermined proportion is extracted according to the transaction amount as the fee for placing the advertisement, so that By comparing the billing data with the transaction amount data, it is possible to intuitively obtain the effect of the advertisement on the sales of the merchant product.
在图3B中，终端中运行第三方支付客户端(例如，财付通客户端)，电子支付后台中设置有与第三方支付客户端对接的功能，当用户在第三方支付客户端发起线上支付操作时，电子支付后台处理线上支付操作并返回处理结果；终端(如通过设置的SDK)将当前支付用户的相关信息(如支付地点、用户特征和支付时间信息)提交给广告后台以获取合适的广告，与支付用户的线上支付操作的处理结果在第三方支付客户端的同一页面显 示。In FIG. 3B, a third-party payment client (for example, a Tenpay client) is run in the terminal, and a function of interfacing with a third-party payment client is set in the electronic payment background, when the user initiates a line on the third-party payment client. During the payment operation, the electronic payment background processes the online payment operation and returns the processing result; the terminal (such as through the set SDK) submits relevant information of the current payment user (such as payment location, user characteristics and payment time information) to the advertisement background to obtain The appropriate advertisement is displayed on the same page as the third party payment client with the processing result of the payment user's online payment operation.
参见图4B，图4B为本发明实施例提供的可用于在图2示出的信息处理装置架构所实施的信息处理方法的一个可选的流程示意图，与图3B对应，适用于这样的应用场景：Referring to FIG. 4B, FIG. 4B is an optional schematic flowchart of an information processing method that can be used in the information processing device architecture shown in FIG. 2 according to an embodiment of the present invention, and corresponds to FIG. 3B, and is applicable to such an application scenario. :
用户通过第三方支付客户端发起线上支付操作，当第三方支付客户端显示支付的处理结果的页面中还看到当前时空背景下可能需要的产品的广告。The user initiates an online payment operation through a third-party payment client, and when the third-party payment client displays the processing result of the payment, the advertisement of the product that may be needed in the current space-time background is also seen in the page.
结合图4B示出的各个步骤进行说明。Description will be made in conjunction with the respective steps shown in FIG. 4B.
步骤301，支付用户通过第三方支付客户端向电子支付后台提交线上支付操作，请求电子支付后台处理并返回处理结果。Step 301: The payment user submits an online payment operation to the electronic payment background through the third-party payment client, requests the electronic payment background processing, and returns the processing result.
例如，支付用户在线上购买产品并通过线上方式结算时，通过在第三方支付客户端中进行扫码、手动输入等方式获得商户的账号，将商户的账号、支付用户账号、交易金额以及订单号等信息提交给电子支付后台。For example, when the payment user purchases the product online and settles online, the merchant account, the payment user account, the transaction amount, and the order are obtained by scanning the code, manually inputting, etc. in the third-party payment client. The information such as the number is submitted to the electronic payment background.
一般来说，第三方支付客户端会对支付用户进行验证(如密码验证、生物特征如指纹、声纹的验证等)，验证通过后向电子支付后台提交线上支付操作。Generally, the third-party payment client will verify the payment user (such as password verification, biometrics such as fingerprints, voiceprint verification, etc.), and then submit the online payment operation to the electronic payment background.
步骤302，第三方支付客户端向广告后台提交线上支付操作的支付时间、支付地点以及支付用户的特征。Step 302: The third party payment client submits the payment time of the online payment operation, the payment location, and the characteristics of the payment user to the advertisement background.
例如，支付用户侧终端中运行有与广告后台通信的SDK，用于调用终端的LBS定位支付用户发起线上支付操作时的位置、记录支付用户发起线上支付操作的时间提交给广告后台。For example, the payment user-side terminal runs an SDK that communicates with the advertisement background, and the LBS for calling the terminal locates the location when the payment user initiates the online payment operation, and records the time when the payment user initiates the online payment operation and submits it to the advertisement background.
步骤303，广告后台根据支付时间所处的时间段，确定与时间段关联的候选产品提供方。In step 303, the advertisement background determines the candidate product provider associated with the time period according to the time period during which the payment time is located.
在一个实施例中，广告后台维护不同的时间段与生活场景的映射关系，广告后台在预设的时间段与生活场景的映射关系中，查询时间段所关联的 生活场景，并选取与生活场景关联的候选产品提供方。In an embodiment, the advertisement background maintains a mapping relationship between different time segments and a life scene, and the advertisement background is in a mapping relationship between the preset time period and the life scene, and the life scene associated with the time period is queried, and the life scene is selected and selected. Associated candidate product provider.
步骤304，广告后台根据线上支付操作的支付地点以及支付用户的特征，对候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方。Step 304: The advertisement background screens the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtains the target product provider that will perform the advertisement delivery.
在一个实施例中，选取与支付用户的特征匹配的候选产品提供方，例如，将支付用户的用户属性、兴趣和行为标签中至少一个特征与各产品提供方的广告定向投放条件匹配，或者，将支付用户的用户属性、兴趣和行为标签中至少一个特征与广告投放方的产品特征匹配。In one embodiment, the candidate product provider matching the characteristics of the payment user is selected, for example, matching at least one of the user attribute, the interest, and the behavior tag of the payment user with the advertisement targeting condition of each product provider, or Matching at least one of the user attribute, interest, and behavior tags of the payment user to the product characteristics of the advertiser.
步骤305，广告后台获取目标产品提供方的待投放的广告，返回支付用户通过第三方支付客户端。In step 305, the advertisement background obtains the advertisement of the target product provider to be delivered, and returns the payment user through the third party payment client.
步骤306，支付用户的第三方支付客户端将广告、以及线上支付操作的处理结果同时进行显示。Step 306: The third-party payment client of the payment user simultaneously displays the advertisement and the processing result of the online payment operation.
与图4A中终端中社交网络客户端接收到页面数据(同时包括处理结果和广告)所不同的是，第三方支付客户端对应从电子支付后台、广告后台接收到处理结果和广告，第三方支付客户端可以采用能够同时显示广告和处理结果的页面模板，将接收到的处理结果和广告对应填充到页面模板中，从而实现在页面中同时显示处理结果和广告的效果。Different from the social network client receiving the page data (including the processing result and the advertisement) in the terminal in FIG. 4A, the third-party payment client correspondingly receives the processing result and the advertisement from the electronic payment background, the advertisement background, and the third-party payment. The client can use the page template capable of displaying the advertisement and the processing result at the same time, and fill the received processing result and the advertisement correspondingly into the page template, thereby realizing the effect of simultaneously displaying the processing result and the advertisement in the page.
步骤307，广告后台更新支付用户的特征。In step 307, the advertisement background updates the characteristics of the payment user.
步骤308，广告后台针对各产品提供方投放的广告形成计费数据。In step 308, the advertisement background forms billing data for advertisements delivered by each product provider.
步骤307和步骤308的具体实施方式可以根据前述的记载而实施，这里不再重复说明。The specific embodiments of step 307 and step 308 can be implemented according to the foregoing description, and the description thereof will not be repeated here.
对前述信息处理装置的功能结构进行说明，参见图8，图8为本发明实施例提供的信息处理装置20的一个可选的功能结构示意图，包括：The function structure of the foregoing information processing apparatus is described. Referring to FIG. 8, FIG. 8 is a schematic diagram showing an optional functional structure of the information processing apparatus 20 according to an embodiment of the present invention, including:
支付单元21，配置为接收支付用户的线上支付操作，通过电子支付服务处理线上支付操作，获取线上支付操作的处理结果；The payment unit 21 is configured to receive an online payment operation of the payment user, process the online payment operation by the electronic payment service, and obtain a processing result of the online payment operation;
特征单元22，配置为获取线上支付操作的支付时间、支付地点以及支 付用户的特征；The feature unit 22 is configured to obtain a payment time of the online payment operation, a payment place, and a feature of the payment user;
确定单元23，配置为根据支付时间所处的时间段，确定与时间段关联的候选产品提供方；a determining unit 23, configured to determine a candidate product provider associated with the time period according to a time period during which the payment time is located;
筛选单元24，配置为根据线上支付操作的支付地点以及支付用户的特征，对候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；The screening unit 24 is configured to filter the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtain the target product provider that will perform the advertisement delivery;
发送单元25，配置为获取目标产品提供方的待投放的广告，将广告、以及线上支付操作的处理结果发送至支付用户共同显示。The sending unit 25 is configured to obtain an advertisement of the target product provider to be delivered, and send the advertisement and the processing result of the online payment operation to the payment user for common display.
在一个实施例中，发送单元25，配置为将所述广告、以及所述线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将所述页面数据发送至所述支付用户进行显示。例如，当广告的样式为电子券时，获取目标产品提供方的供支付用户领取的电子券，将电子券、以及线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将页面数据发送至支付用户进行显示。In one embodiment, the sending unit 25 is configured to encapsulate the advertisement and the processing result of the online payment operation into page data for displaying on the same page, and send the page data to the payment user. Display. For example, when the style of the advertisement is an electronic coupon, the electronic coupon received by the target product provider for the payment user is obtained, and the processing result of the electronic coupon and the online payment operation is encapsulated into page data for display on the same page, and The page data is sent to the payment user for display.
在一个实施例中，确定单元23，还配置为在预设的时间段与生活场景的映射关系中，查询时间段所关联的生活场景，并选取与生活场景关联的候选产品提供方。In an embodiment, the determining unit 23 is further configured to query the life scene associated with the time period in a mapping relationship between the preset time period and the life scene, and select a candidate product provider associated with the life scene.
在一个实施例中，确定单元23，还配置为在预设的生活场景与产品的映射关系中，查询与生活场景关联的产品，基于产品指标对与生活场景关联的产品进行优先级排序，选取优先级最高的预定数量的产品对应的产品提供方作为候选产品提供方；In an embodiment, the determining unit 23 is further configured to query a product associated with the life scene in a mapping relationship between the preset life scene and the product, and prioritize the products associated with the life scene based on the product indicator, and select a product provider corresponding to a predetermined number of products with the highest priority as a candidate product provider;
其中，产品指标包括以下至少之一：产品销量；产品使用频率；产品好评度。Among them, the product indicators include at least one of the following: product sales; product usage frequency; product popularity.
在一个实施例中，筛选单元24，还配置为选取与支付用户的特征匹配的候选产品提供方，从所选取的候选产品提供方中选定与支付地点小于距离阈值的候选产品提供方为目标产品提供方。In one embodiment, the screening unit 24 is further configured to select a candidate product provider that matches the feature of the payment user, and select a candidate product provider that is less than the distance threshold from the selected candidate product provider. Product provider.
在一个实施例中，筛选单元24，还配置为将支付用户的用户属性、兴趣和行为标签中至少一个特征与各产品提供方的广告定向投放条件匹配，和/或与广告投放方的产品特征匹配，选取匹配程度最高的预定数量的产品提供方为候选产品提供方。In one embodiment, the screening unit 24 is further configured to match at least one of the user attributes, interests, and behavior tags of the payment user with the advertisement targeting criteria of each product provider, and/or with the product characteristics of the advertiser Match, select the predetermined number of product providers with the highest matching degree as the candidate product provider.
在一个实施例中，筛选单元24，还配置为根据支付时间所处时段关联的生活场景，判断在生活场景中支付操作所购买的产品是否具有被同一用户连续购买；当在生活场景中支付操作所购买的产品是被同一用户连续购买时，则优先选取提供所购买产品和/或同类产品的产品提供方为候选产品提供方；当在生活场景中支付操作所购买的产品不是被同一用户连续购买时，则排除选取提供所购买产品和/或同类产品的产品提供方为候选产品提供方。In an embodiment, the screening unit 24 is further configured to determine, according to the life scene associated with the time period during which the payment time is located, whether the product purchased by the payment operation in the life scene has consecutive purchases by the same user; when the payment operation is performed in the life scene When the purchased product is continuously purchased by the same user, the product provider that provides the purchased product and/or the similar product is preferentially selected as the candidate product provider; when the payment operation in the life scene is purchased, the product is not continuously accessed by the same user. At the time of purchase, the product provider that provides the purchased product and/or the like is excluded as the candidate product provider.
在一个实施例中，特征单元22，还配置为根据目标产品提供方的广告的转化指标数据，确定支付用户的以下特征：支付能力；偏好的支付方式；是否偏好使用电子券；并对应更新支付用户的特征。In an embodiment, the feature unit 22 is further configured to determine, according to the conversion indicator data of the advertisement of the target product provider, the following characteristics of the payment user: a payment capability; a preferred payment method; whether the electronic coupon is preferred to be used; and corresponding update payment User characteristics.
在一个实施例中，还包括：In one embodiment, the method further includes:
计费单元26，配置为在未获取到各产品提供方的广告导致的交易金额数据之前，根据产品提供方的广告的点击量和/或曝光量形成对应各产品提供方的计费数据；在获取到各产品提供方的广告导致的交易金额数据之后，根据交易金额数据形成对应各产品提供方的计费数据。The billing unit 26 is configured to form billing data corresponding to each product provider according to the click amount and/or the exposure amount of the advertisement of the product provider before the transaction amount data caused by the advertisement of each product provider is acquired; After obtaining the transaction amount data caused by the advertisement of each product provider, the billing data corresponding to each product provider is formed based on the transaction amount data.
需要说明的是：上述实施例提供的信息处理装置在进行信息处理时，仅以上述各程序模块的划分进行举例说明，实际应用中，可以根据需要而将上述处理分配由不同的程序模块完成，即将装置的内部结构划分成不同的程序模块，以完成以上描述的全部或者部分处理。另外，上述实施例提供的信息处理装置与信息处理方法实施例属于同一构思，其具体实现过程详见方法实施例，这里不再赘述。It should be noted that, when performing information processing, the information processing apparatus provided in the above embodiment is exemplified by the division of each of the above-mentioned program modules. In actual application, the processing allocation may be completed by different program modules as needed. The internal structure of the device is divided into different program modules to complete all or part of the processing described above. In addition, the information processing apparatus and the information processing method embodiment provided in the foregoing embodiments are in the same concept, and the specific implementation process is described in detail in the method embodiment, and details are not described herein again.
需要指出的是，所示出的功能结构是可以实现为分立或分布式组件或结合其他组件的、以及以任何合适的组合和在任何合适的位置的功能实体。此处被描述的一个或多个实体可由硬件、固件和/或软件来执行。例如，在硬件实现层面上，图8示出的信息处理装置20中的各单元可以由图2示出的服务器侧的硬件资源如处理器、网络接口实现。It is pointed out that the functional structures shown are functional entities that can be implemented as discrete or distributed components or in combination with other components, and in any suitable combination and in any suitable location. One or more of the entities described herein can be executed by hardware, firmware, and/or software. For example, at the hardware implementation level, each unit in the information processing apparatus 20 shown in FIG. 8 can be implemented by the server side hardware resources such as a processor and a network interface shown in FIG. 2.
再结合这样的一个场景进行说明：用户在西单大悦城GAP店铺购物，并使用微信发起一次线上支付操作，向商家付款，用户在微信的通知支付成功的页面中还接收到其他可能喜欢的店铺的电子券。In combination with such a scenario, the user will make a purchase at the Xidan Joy City GAP store and use WeChat to initiate an online payment operation to pay the merchant. The user also receives other possible likes on the WeChat notification payment success page. E-vouchers for the store.
参见图5，图5是本发明实施例提供的向通过微信发起线上支付操作的用户的投放广告的一个可选的流程示意图。Referring to FIG. 5, FIG. 5 is an optional schematic flowchart of placing an advertisement to a user who initiates an online payment operation through WeChat according to an embodiment of the present invention.
微信在向微信后台(社交网络后台)发起线上的线上支付操作时，还调用广告软件开发套件(SDK)，使用LBS获取支付地点、微信号码、用户属性和支付时间等信息上报微信后台。When WeChat initiates an online online payment operation to the WeChat background (social network background), it also calls the Adware Development Kit (SDK) to use LBS to obtain information such as payment location, micro-signal code, user attributes and payment time to report to the WeChat background.
微信后台调用电子支付后台对线上支付操作进行处理，包括鉴权、以及将从用户的账户向商家的账户转入购物款。The WeChat background calls the electronic payment back-end to process the online payment operation, including authentication, and transferring the account from the user's account to the merchant's account.
微信后台向广告后台发送广告SDK上报的与当前线上支付操作相关的信息，包括：支付地点、微信号码、用户属性和支付时间等。The WeChat background sends the information related to the current online payment operation reported by the advertisement SDK to the advertisement background, including: payment location, micro-signal code, user attribute and payment time.
Figure PCTCN2017118826-appb-000001
Figure PCTCN2017118826-appb-000001
Figure PCTCN2017118826-appb-000002
Figure PCTCN2017118826-appb-000002
表1Table 1
首先，根据支付发生时间，初步选取需要投放哪些待投放广告的商家(候选商家)的产品的广告。根据支付时间所处的时间段选取优先投放哪些行业的商家的广告，一天当中不同的时间段与不同的生活场景对应，选取与生活场景相关行业的商家。First, according to the payment occurrence time, an advertisement of a product of a merchant (candidate merchant) to be placed with an advertisement to be placed is initially selected. According to the time period during which the payment time is taken, the advertisements of the businesses in which the industries are preferentially placed are selected, and the different time periods of the day correspond to different life scenes, and the businesses related to the life scenes are selected.
参见表1示出的广告曝光逻辑，在表1中，如06:00～09:00、11:00～14:00和17:00～21:00对应餐饮的生活场景，当支付时间处于餐饮的时间段内时，选取与生活场景相关行业的商家(当然，商家需要已经向广告后台下订单投放广告)；09:00～11:00、14:00～17:00属于娱乐休闲、购物的生活场景，当支付时间处于该时间段时，选取与该生活场景相关行业的商家；21:00～06:00属于酒店，娱乐休闲的生活场景，当支付时间处于该时间段时，选取与该生活场景相关行业的商家(候选商家)。See the advertisement exposure logic shown in Table 1. In Table 1, for example, 06:00～09:00, 11:00～14:00, and 17:00～21:00, corresponding to the dining life scene, when the payment time is in the catering During the time period, select the business related to the life scene industry (of course, the merchant needs to place an advertisement to the advertisement background); 09:00~11:00, 14:00~17:00 belongs to entertainment, shopping and shopping. Life scene, when the payment time is in the time period, select the business related to the life scene; 21:00~06:00 belongs to the hotel, entertainment and leisure life scene, when the payment time is in the time period, select and Businesses related to the life scene related industries (candidates).
其次，对于所初步选取的商家，根据支付用户的特征(包括用户属性、兴趣和行为标签)，与商家广告的定向投放条件(如商家广告的定向投放的用户的人群、兴趣和行为等)匹配，并与商家产品的属性匹配(如计算产品的类别、适用人群等与支付用户的特征的匹配程度)，选取匹配程度最高的预定数量的商家。Secondly, for the initially selected merchants, according to the characteristics of the payment user (including user attributes, interests and behavior tags), matching with the targeted delivery conditions of the business advertisement (such as the user's population, interests and behaviors of the targeted advertisement of the business advertisement) And matching the attributes of the merchant product (such as calculating the category of the product, the applicable population, etc., the degree of matching with the characteristics of the payment user), and selecting the predetermined number of merchants with the highest matching degree.
最后，选取距离支付地点最近的商家的列表，将(一个或多个)商家的待投放的广告与线上支付操作的处理结果形成页面数据，发送到用户的微信，用户的微信在页面中显示线上支付操作的处理结果时，还在页面的 闲置区域曝光商家的广告。Finally, selecting a list of merchants closest to the payment location, forming the page data of the advertisement of the (one or more) businesses to be served and the processing result of the online payment operation, and sending the message to the user's WeChat, the user's WeChat is displayed on the page When the result of the online payment operation is processed, the advertisement of the merchant is also exposed in the idle area of the page.
举例说明，参见图6，图6为本发明实施例提供的广告曝光策略的一个可选的示意图。横轴为时间，纵轴为距离，一位籍贯四川的年轻男性用户在餐饮时段发起了一次线上支付操作。广告后台拉取该时段内的优先行业的四个商家，分别为海底捞、画眉川菜、呷哺呷哺和肯德基，根据该用户的用户属性(如籍贯、购买偏好)与店铺的属性(如餐饮菜式)的匹配程度、以及距离支付用户的距离，确定需要曝光的哪个商家的广告。For example, referring to FIG. 6, FIG. 6 is an optional schematic diagram of an advertisement exposure strategy according to an embodiment of the present invention. The horizontal axis is time and the vertical axis is distance. A young male user from Sichuan originated an online payment operation during the meal period. The advertisement backstage draws four merchants in the priority industry during the period, namely Haidilao, Jiangmeichuan, Qiujiao and KFC, according to the user's user attributes (such as origin, purchase preference) and store attributes (such as catering) The degree of matching of the dishes, and the distance from the paying user, determine which merchant's advertisements need to be exposed.
另外，除上述曝光策略外，同时兼顾其他细节逻辑，如当用户就餐发起线上支付操作时，则在支付成功的通知页面中曝光的广告需排除餐饮行业广告；而当用户在某一服饰品牌店发起线上支付操作时，则优先曝光与此品牌风格相同的商家的广告，即兼顾了线上支付操作所涉及商家的产品是否可以被连续使用的属性，优化广告的曝光逻辑，提升了曝光的智能化程度。In addition, in addition to the above exposure strategy, while taking into account other details logic, such as when the user initiates an online payment operation, the advertisement exposed in the payment success notification page needs to exclude the catering industry advertisement; and when the user is in a certain clothing brand When the store initiates an online payment operation, it preferentially exposes the advertisement of the same style as the merchant, that is, the attribute of whether the products of the merchants involved in the online payment operation can be continuously used, optimizes the exposure logic of the advertisement, and improves the exposure. The degree of intelligence.
参见图7，图7是本发明实施例提供的在线上支付的处理结果界面曝光广告的一个可选的显示示意图，从图7来看，相关技术提供的线上支付操作的通知页面中，除了包括基本的订单信息外，页面的相当部分(在页面下半部分)是空白的，在原空白区域曝光广告，不会对用户了解线上支付操作的处理结果产生干扰的前提下，对广告进行了曝光。Referring to FIG. 7, FIG. 7 is an optional display diagram of an interface exposure advertisement of a processing result of online payment according to an embodiment of the present invention. As shown in FIG. 7, the notification page of the online payment operation provided by the related art includes Including the basic order information, a considerable part of the page (in the lower part of the page) is blank, and the advertisement is exposed in the original blank area, and the advertisement is not interfered with the user's understanding of the processing result of the online payment operation. exposure.
可以看出，上述曝光策略是针对发起线上支付操作的用户的实时的广告曝光，只有实时发起线上支付操作的用户才会在处理结果页面中看到曝光的广告，从某种程度上来说，由于广告曝光的用户是发起线上支付操作的用户，也就是已被筛选过的用户，这类用户是具备线上支付能力和很大程度上能够针对其他商家的进行购买并发起线上支付操作的用户，对该类用户进行精准的广告投放而言，能够在最大程度上提升广告的线上或线下转化效果的转化指标。It can be seen that the above exposure strategy is for the real-time advertisement exposure of the user who initiates the online payment operation, and only the user who initiates the online payment operation in real time will see the exposed advertisement in the processing result page, to some extent Because the user exposed by the advertisement is the user who initiated the online payment operation, that is, the user who has been screened, such users have the ability to pay online and can largely purchase and initiate online payment for other merchants. The user of the operation, in terms of accurate advertising of the user, can maximize the conversion metric of the online or offline conversion effect of the advertisement.
另外，当广告样式为优惠券，会员卡或体验券等形式的电子券时，一方面可以最大程度促进用户从点击广告到购买的转化；另一方面，可以统计电子券的领取量、使用电子券的交易金额、用户在支付(线上支付和线下支付)时使用电子券的数量可以形成到店电子券使用率(使用电子券的数量与领取数量的比值)、到店率(点击广告用户与点击广告用户中到店访问的比值，到店用户基于LBS识别用户点击广告后的位置实现)、以及到店电子券使用率(到店用户中使用电子券的数量与到店用户的比值)等转化效果的转化指标数据，形成从投放广告到统计广告投放效果的转化指标数据的闭环。In addition, when the advertisement style is an electronic coupon in the form of a coupon, a membership card or a coupon, the user can maximize the conversion from the click advertisement to the purchase on the one hand; on the other hand, the electronic coupon can be counted and the electronic use can be used. The transaction amount of the voucher, the number of e-vouchers used by the user in payment (online payment and offline payment) can be used to the e-coupon usage rate of the store (the ratio of the number of e-vouchers to the number of collections), the arrival rate (click on the advertisement) The ratio of the user's visit to the store's visit to the store, the visitor's location based on the LBS to identify the user's click on the ad, and the store's e-coupon usage rate (the number of e-vouchers used by the store users and the ratio of the shop-to-store users) ) Conversion metrics for conversion performance, forming a closed loop of conversion metrics from serving ads to statistical ad serving.
另外，还可收集用户在点击广告后购物时再次使用线上支付操作的交易金额，计算用户的支付习惯，如用户习惯线上支付还是线下支付，形成从向发起线上支付用户投放广告到统计用户是否继续使用线上支付方式的闭环。In addition, it is also possible to collect the transaction amount of the online payment operation when the user clicks on the advertisement, and calculate the payment habit of the user, such as whether the user is accustomed to online payment or offline payment, and forms an advertisement from the user who initiates the online payment to the user. Count whether the user continues to use the closed loop of online payment methods.
对于广告效果的转化指标数据来说，一方面可以供商家查看以确定广告效果，另一方面，可以对用户的特征进行更新，如用户的支付习惯、用户的支付能力、用户使用电子券的频率、以及用户偏好的商家等，提升后续投放广告的精度。For the conversion metric data of the advertisement effect, on the one hand, the merchant can view to determine the advertisement effect, on the other hand, the user's characteristics can be updated, such as the user's payment habit, the user's payment ability, and the frequency of the user's use of the electronic coupon. And the user's preferred business, etc., to improve the accuracy of subsequent advertising.
对于广告的计费方式来说，在投放广告的前期按每点击成本(CPC，Cost Per Click)收费，待收集到足够的广告的转化效果(例如卡券领取量、到店访问率、到店卡券使用率)等相关的转化指标数据后，可针对广告的转化效果的转化指标数据对广告的定向投放进行优化以提升定向投放的精度，以CPS收入比例付广告费，降低广告投放的成本。For the billing method of advertising, the cost per click (CPC, Cost Per Click) is charged in the early stage of advertising, and the conversion effect of enough advertisements is collected (such as the amount of card coupons, the visit rate to the store, the store) After the conversion metrics data such as the vouchers usage rate, the metrics of the conversion performance of the advertisements can be optimized to optimize the targeted delivery of the advertisements, the accuracy of the targeted delivery is improved, the advertising fee is paid in proportion to the CPS revenue, and the cost of advertising is reduced. .
对于投放的广告给商家带来的收益，一方面可以结合商家投放广告的投入计算投资回报率(ROI，Return On Investment)，为商家提供周期时间更长的转化效果的转化指标数据，例如，以一年为周期，通过上半年投放 广告的转化效果的转化指标数据、以及下半年投放广告的转化效果的转化指标数据，供商家决定是否追加广告投放。另一方面，也可作为判断用户支付能力高低的数据来源，更新支付用户的特征(支付能力)，满足后续需要根据用户的支付能力进行定向投放的需求，例如当商家的产品定位奢侈品时，避免向没有支付能力的用户投放广告的情况。For the revenue generated by the advertisements delivered to the merchants, on the one hand, the ROI (Return On Investment) can be calculated in combination with the investment of the merchant to provide advertisements, and the conversion indicator data of the conversion effect with longer cycle time is provided for the merchant, for example, The one-year cycle, the conversion metrics data of the conversion performance of the ads delivered in the first half of the year, and the conversion metrics data of the conversion performance of the ads delivered in the second half of the year, for the merchant to decide whether to add additional advertisements. On the other hand, it can also be used as a data source for judging the user's ability to pay, and update the characteristics (payment ability) of the payment user to meet the needs of subsequent targeted delivery according to the user's ability to pay, for example, when the product of the merchant locates luxury goods, Avoid advertising to users who are not able to pay.
综上，本发明实施例实现以下有益效果：In summary, the embodiments of the present invention achieve the following beneficial effects:
1)向发起线上支付操作的支付用户发送广告，由于支付用户是所有用户最倾向于继续进行支付以购买产品的用户，向支付用户投放信息与向所有用户投放广告相比，支付用户对所接收的广告宣传的产品更倾向于实施线上支付操作，定向投放的精度更高，更容易提升广告的线上以及线下的效果指标；1) Sending an advertisement to a payment user who initiates an online payment operation, since the payment user is a user who is most inclined to continue to pay for the purchase of the product, the payment user is served with the information and the advertisement is served to all users. The products received by the advertisements are more inclined to implement online payment operations, and the accuracy of targeted delivery is higher, and it is easier to improve the online and offline performance indicators of the advertisements;
2)将线上支付操作的处理结果连同广告在同一页面中发送给支付用户显示，对于用户来说，在获知线上支付操作的结果的同时，还能够获知到产品的广告，使加载广告并呈现广告的处理能够与用户的当前操作场景实现“无缝”对接，实现广告作为操作场景的一部分而“沉浸”入操作场景的效果，降低了对用户获取业务信息的干扰程度，避免了相关技术以弹窗等“暴力”的形式呈现广告给用户而导致干扰的问题；2) The processing result of the online payment operation is sent to the payment user display together with the advertisement on the same page, and for the user, while knowing the result of the online payment operation, the advertisement of the product can also be known, so that the advertisement is loaded and The process of presenting the advertisement can be “seamlessly” connected with the current operation scenario of the user, and the effect of “immersing” the advertisement into the operation scenario as part of the operation scenario, reducing the interference degree to the user acquiring the business information, and avoiding the related technology. The problem of causing interference caused by advertisements to users in the form of "violence" such as pop-ups;
3)通过支付用户发起线上支付操作的支付时间选取候选产品提供方，适应了支付用户在不同时间段需求的产品不同的情况，在此基础上，通过用户属性和支付地点进一步筛选候选产品提供方，能够准确定位在支付用户发起线上支付操作的时空背景下需要使用的产品，这就显著提升了投放相关广告的精度。3) Selecting the candidate product provider by paying the payment time of the user to initiate the online payment operation, adapting to the different products of the payment user in different time periods, and further screening the candidate product offering through the user attribute and the payment location. In addition, it is able to accurately locate the products that need to be used in the context of paying users to initiate online payment operations, which significantly improves the accuracy of delivering related advertisements.
本发明实施例提供的一种信息处理装置，包括处理器11和存储介质14，存储介质14中存储有可执行指令如计算机程序，处理器11在运行所述可执行指令如计算机程序时，实施如下操作步骤：An information processing apparatus provided by an embodiment of the present invention includes a processor 11 and a storage medium 14 in which executable instructions such as a computer program are stored, and the processor 11 implements when executing the executable instruction such as a computer program. The following steps:
接收支付用户的线上支付操作，通过电子支付服务处理所述线上支付操作，获取所述线上支付操作的处理结果；Receiving an online payment operation of the payment user, processing the online payment operation by the electronic payment service, and acquiring a processing result of the online payment operation;
获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；Obtaining a payment time, a payment place, and a feature of the payment user of the online payment operation;
根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方；Determining a candidate product provider associated with the time period according to a time period during which the payment time is located;
根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；And selecting, according to the payment location of the online payment operation and the characteristics of the payment user, the candidate product provider to obtain a target product provider that will perform advertisement delivery;
获取所述目标产品提供方的待投放的广告；Obtaining an advertisement to be placed by the target product provider;
将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示。Sending the advertisement and the processing result of the online payment operation to the payment user for common display.
作为一个实施方式，所述处理器11在运行所述可执行指令如计算机程序时，还用于执行：As an embodiment, the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
将所述广告以及所述线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将所述页面数据发送至所述支付用户进行显示。The advertisement and the processing result of the online payment operation are encapsulated into page data for display on the same page, and the page data is transmitted to the payment user for display.
作为一个实施方式，所述处理器11在运行所述可执行指令如计算机程序时，还用于执行：As an embodiment, the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
在预设的时间段与生活场景的映射关系中，查询所述时间段所关联的生活场景，并选取与所述生活场景关联的所述候选产品提供方。In a mapping relationship between the preset time period and the life scene, the life scene associated with the time period is queried, and the candidate product provider associated with the life scene is selected.
作为一个实施方式，所述处理器11在运行所述可执行指令如计算机程序时，还用于执行：As an embodiment, the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
在预设的生活场景与产品的映射关系中，查询与所述生活场景关联的产品，基于产品指标对与所述生活场景关联的产品进行优先级排序，选取优先级最高的预定数量的产品对应的产品提供方作为所述候选产品提供方；Querying, in a mapping relationship between the preset life scene and the product, a product associated with the life scene, prioritizing products associated with the life scene based on product indicators, and selecting a predetermined number of products with the highest priority Product provider as the candidate product provider;
其中，所述产品指标包括以下至少之一：产品销量；产品使用频率；产品好评度。The product indicator includes at least one of the following: product sales volume; product usage frequency; product popularity.
作为一个实施方式，所述处理器在运行所述可执行指令如计算机程序时，还用于执行：As an implementation manner, when the processor runs the executable instruction, such as a computer program, the processor is further configured to:
选取与所述支付用户的特征匹配的所述候选产品提供方，从所选取的候选产品提供方中，选定与所述支付地点的距离小于距离阈值的候选产品提供方为所述目标产品提供方。Selecting the candidate product provider that matches the feature of the payment user, and selecting, from the selected candidate product provider, a candidate product provider that is less than the distance threshold from the payment location provides the target product square.
作为一个实施方式，所述处理器11在运行所述可执行指令如计算机程序时，还用于执行：As an embodiment, the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
将所述支付用户的用户属性、兴趣和行为标签中至少一个特征与各所述产品提供方的广告定向投放条件匹配，和/或与所述广告投放方的产品特征匹配，选取匹配程度最高的预定数量的产品提供方作为所述候选产品提供方。Matching at least one feature of the user attribute, interest, and behavior tag of the payment user with an advertisement targeting condition of each of the product providers, and/or matching a product feature of the advertisement producer, and selecting the highest matching degree A predetermined number of product providers are included as the candidate product providers.
作为一个实施方式，所述处理器11在运行所述可执行指令如计算机程序时，还用于执行：As an embodiment, the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
根据所述支付时间所处时段关联的生活场景，判断在所述生活场景中所述线上支付操作所支付的产品是否能够被同一用户连续使用；若是，则优先选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方；若否，则排除选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方。Determining, according to the life scene associated with the time period during which the payment time is located, whether the product paid by the online payment operation in the life scene can be continuously used by the same user; if yes, preferentially selecting to provide the paid product and/or The product provider of the same product is the candidate product provider; if not, the product provider that provides the payment of the product and/or the like product is excluded as the candidate product provider.
作为一个实施方式，所述处理器11在运行所述可执行指令如计算机程序时，还用于执行：As an embodiment, the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
根据所述目标产品提供方的广告的转化指标数据，确定所述支付用户的以下特征：支付能力；偏好的支付方式；是否偏好使用电子券；并对应更新所述支付用户的特征。Determining, according to the conversion indicator data of the advertisement of the target product provider, the following characteristics of the payment user: a payment capability; a preferred payment method; whether the electronic coupon is preferred to be used; and correspondingly updating the feature of the payment user.
作为一个实施方式，所述处理器11在运行所述可执行指令如计算机程序时，还用于执行：As an embodiment, the processor 11 is further configured to execute when executing the executable instruction, such as a computer program:
在未获取到各所述产品提供方的广告的转化指标数据之前，根据所述产品提供方的广告的点击量和/或曝光量，形成对应各所述产品提供方的计费数据；在获取到各所述产品提供方的广告的转化指标数据之后，根据所述转化指标数据形成对应各所述产品提供方的计费数据。Before the conversion indicator data of the advertisement of each of the product providers is not obtained, the charging data corresponding to each of the product providers is formed according to the click volume and/or the exposure amount of the advertisement of the product provider; After the conversion indicator data of the advertisement of each of the product providers, the charging data corresponding to each of the product providers is formed according to the conversion indicator data.
本发明实施例还提供了一种计算机存储介质，例如包括存储可执行指令如计算机程序的存储器，上述计算机程序可由信息处理装置的处理器11执行，以完成前述方法所述步骤。计算机存储介质可以是FRAM、ROM、PROM、EPROM、EEPROM、Flash Memory、磁表面存储器、光盘、或CD-ROM等存储器；也可以是包括上述存储器之一或任意组合的各种设备，如移动电话、计算机、平板设备、个人数字助理等。Embodiments of the present invention also provide a computer storage medium, for example, comprising a memory storing executable instructions, such as a computer program, which may be executed by processor 11 of the information processing apparatus to perform the steps described in the foregoing methods. The computer storage medium may be a memory such as FRAM, ROM, PROM, EPROM, EEPROM, Flash Memory, magnetic surface memory, optical disk, or CD-ROM; or may be various devices including one or any combination of the above memories, such as a mobile phone. , computers, tablet devices, personal digital assistants, etc.
该可执行指令如计算机程序被处理器11运行时，执行：The executable instructions, such as when the computer program is executed by the processor 11, are executed:
接收支付用户的线上支付操作，通过电子支付服务处理所述线上支付操作，获取所述线上支付操作的处理结果；Receiving an online payment operation of the payment user, processing the online payment operation by the electronic payment service, and acquiring a processing result of the online payment operation;
获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；Obtaining a payment time, a payment place, and a feature of the payment user of the online payment operation;
根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方；Determining a candidate product provider associated with the time period according to a time period during which the payment time is located;
根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；And selecting, according to the payment location of the online payment operation and the characteristics of the payment user, the candidate product provider to obtain a target product provider that will perform advertisement delivery;
获取所述目标产品提供方的待投放的广告；Obtaining an advertisement to be placed by the target product provider;
将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示。Sending the advertisement and the processing result of the online payment operation to the payment user for common display.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时， 还用于执行：As an embodiment, the executable instructions, such as a computer program, when executed by the processor 11, are also used to:
将所述广告以及所述线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将所述页面数据发送至所述支付用户进行显示。The advertisement and the processing result of the online payment operation are encapsulated into page data for display on the same page, and the page data is transmitted to the payment user for display.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时，还用于执行：As an embodiment, the executable instructions, such as when the computer program is executed by the processor 11, are also used to execute:
在预设的时间段与生活场景的映射关系中，查询所述时间段所关联的生活场景，并选取与所述生活场景关联的所述候选产品提供方。In a mapping relationship between the preset time period and the life scene, the life scene associated with the time period is queried, and the candidate product provider associated with the life scene is selected.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时，还用于执行：As an embodiment, the executable instructions, such as when the computer program is executed by the processor 11, are also used to execute:
在预设的生活场景与产品的映射关系中，查询与所述生活场景关联的产品，基于产品指标对与所述生活场景关联的产品进行优先级排序，选取优先级最高的预定数量的产品对应的产品提供方作为所述候选产品提供方；Querying, in a mapping relationship between the preset life scene and the product, a product associated with the life scene, prioritizing products associated with the life scene based on product indicators, and selecting a predetermined number of products with the highest priority Product provider as the candidate product provider;
其中，所述产品指标包括以下至少之一：产品销量；产品使用频率；产品好评度。The product indicator includes at least one of the following: product sales volume; product usage frequency; product popularity.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时，还用于执行：As an embodiment, the executable instructions, such as when the computer program is executed by the processor 11, are also used to execute:
选取与所述支付用户的特征匹配的所述候选产品提供方，从所选取的候选产品提供方中，选定与所述支付地点的距离小于距离阈值的候选产品提供方为所述目标产品提供方。Selecting the candidate product provider that matches the feature of the payment user, and selecting, from the selected candidate product provider, a candidate product provider that is less than the distance threshold from the payment location provides the target product square.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时，还用于执行：As an embodiment, the executable instructions, such as when the computer program is executed by the processor 11, are also used to execute:
将所述支付用户的用户属性、兴趣和行为标签中至少一个特征与各所述产品提供方的广告定向投放条件匹配，和/或与所述广告投放方的产品特征匹配，选取匹配程度最高的预定数量的产品提供方作为所述候选产品提 供方。Matching at least one feature of the user attribute, interest, and behavior tag of the payment user with an advertisement targeting condition of each of the product providers, and/or matching a product feature of the advertisement producer, and selecting the highest matching degree A predetermined number of product providers are included as the candidate product providers.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时，还用于执行：As an embodiment, the executable instructions, such as when the computer program is executed by the processor 11, are also used to execute:
根据所述支付时间所处时段关联的生活场景，判断在所述生活场景中所述线上支付操作所支付的产品是否能够被同一用户连续使用；若是，则优先选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方；若否，则排除选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方。Determining, according to the life scene associated with the time period during which the payment time is located, whether the product paid by the online payment operation in the life scene can be continuously used by the same user; if yes, preferentially selecting to provide the paid product and/or The product provider of the same product is the candidate product provider; if not, the product provider that provides the payment of the product and/or the like product is excluded as the candidate product provider.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时，还用于执行：As an embodiment, the executable instructions, such as when the computer program is executed by the processor 11, are also used to execute:
根据所述目标产品提供方的广告的转化指标数据，确定所述支付用户的以下特征：支付能力；偏好的支付方式；是否偏好使用电子券；并对应更新所述支付用户的特征。Determining, according to the conversion indicator data of the advertisement of the target product provider, the following characteristics of the payment user: a payment capability; a preferred payment method; whether the electronic coupon is preferred to be used; and correspondingly updating the feature of the payment user.
作为一个实施方式，该可执行指令如计算机程序被处理器11运行时，还用于执行：As an embodiment, the executable instructions, such as when the computer program is executed by the processor 11, are also used to execute:
在未获取到各所述产品提供方的广告的转化指标数据之前，根据所述产品提供方的广告的点击量和/或曝光量，形成对应各所述产品提供方的计费数据；在获取到各所述产品提供方的广告的转化指标数据之后，根据所述转化指标数据形成对应各所述产品提供方的计费数据。Before the conversion indicator data of the advertisement of each of the product providers is not obtained, the charging data corresponding to each of the product providers is formed according to the click volume and/or the exposure amount of the advertisement of the product provider; After the conversion indicator data of the advertisement of each of the product providers, the charging data corresponding to each of the product providers is formed according to the conversion indicator data.
以上所述，仅为本发明的具体实施方式，但本发明的保护范围并不局限于此，任何熟悉本技术领域的技术人员在本发明揭露的技术范围内，可轻易想到变化或替换，都应涵盖在本发明的保护范围之内。因此，本发明的保护范围应以所述权利要求的保护范围为准。The above is only a specific embodiment of the present invention, but the scope of the present invention is not limited thereto, and any person skilled in the art can easily think of changes or substitutions within the technical scope of the present invention. It should be covered by the scope of the present invention. Therefore, the scope of the invention should be determined by the scope of the appended claims.

Claims (29)

  1. 一种信息处理方法，包括：An information processing method includes:
    接收支付用户的线上支付操作；Receiving an online payment operation of a payment user;
    通过电子支付服务处理所述线上支付操作，获取所述线上支付操作的处理结果；Processing the online payment operation by an electronic payment service, and acquiring a processing result of the online payment operation;
    获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；Obtaining a payment time, a payment place, and a feature of the payment user of the online payment operation;
    根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方；Determining a candidate product provider associated with the time period according to a time period during which the payment time is located;
    根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；And selecting, according to the payment location of the online payment operation and the characteristics of the payment user, the candidate product provider to obtain a target product provider that will perform advertisement delivery;
    获取所述目标产品提供方的待投放的广告；Obtaining an advertisement to be placed by the target product provider;
    将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示。Sending the advertisement and the processing result of the online payment operation to the payment user for common display.
  2. 如权利要求1所述的方法，其中，所述将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示，包括:The method of claim 1, wherein the transmitting the advertisement and the processing result of the online payment operation to the payment user for common display comprises:
    将所述广告以及所述线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将所述页面数据发送至所述支付用户进行显示。The advertisement and the processing result of the online payment operation are encapsulated into page data for display on the same page, and the page data is transmitted to the payment user for display.
  3. 如权利要求1所述的方法，其中，所述根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方，包括：The method of claim 1, wherein the determining a candidate product provider associated with the time period based on a time period during which the payment time is located comprises:
    在预设的时间段与生活场景的映射关系中，查询所述时间段所关联的生活场景；Querying a life scene associated with the time period in a mapping relationship between the preset time period and the life scene;
    选取与所述生活场景关联的所述候选产品提供方。The candidate product provider associated with the life scene is selected.
  4. 如权利要求3所述的方法，其中，所述选取与所述生活场景关联的 所述候选产品提供方，包括：The method of claim 3, wherein said selecting said candidate product provider associated with said life scene comprises:
    在预设的生活场景与产品的映射关系中，查询与所述生活场景关联的产品；Querying a product associated with the life scene in a mapping relationship between a preset life scene and a product;
    基于产品指标对与所述生活场景关联的产品进行优先级排序，选取优先级最高的预定数量的产品对应的产品提供方作为所述候选产品提供方；Prioritizing products associated with the life scene based on product indicators, and selecting a product provider corresponding to a predetermined number of products with the highest priority as the candidate product provider;
    其中，所述产品指标包括以下至少之一：产品销量；产品使用频率；产品好评度。The product indicator includes at least one of the following: product sales volume; product usage frequency; product popularity.
  5. 如权利要求1所述的方法，其中，所述根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方，包括：The method of claim 1, wherein the candidate product provider is screened according to the payment location of the online payment operation and the characteristics of the payment user, and the target product for advertising is provided. Party, including:
    选取与所述支付用户的特征匹配的所述候选产品提供方；Selecting the candidate product provider that matches the characteristics of the payment user;
    从所选取的候选产品提供方中，选定与所述支付地点的距离小于距离阈值的候选产品提供方为所述目标产品提供方。From among the selected candidate product providers, the candidate product provider that selects a distance from the payment location that is less than the distance threshold is the target product provider.
  6. 如权利要求5所述的方法，其中，所述选取与所述支付用户的特征匹配的所述候选产品提供方，包括:The method of claim 5 wherein said selecting said candidate product provider that matches a feature of said payment user comprises:
    将所述支付用户的用户属性、兴趣和行为标签中至少一个特征与各所述产品提供方的广告定向投放条件匹配，和/或与所述广告投放方的产品特征匹配；Matching at least one of the user attributes, interests, and behavior tags of the payment user with ad targeting criteria of each of the product providers, and/or matching product characteristics of the ad producer;
    选取匹配程度最高的预定数量的产品提供方作为所述候选产品提供方。A predetermined number of product providers with the highest degree of matching are selected as the candidate product provider.
  7. 如权利要求5所述的方法，其中，还包括:The method of claim 5, further comprising:
    根据所述支付时间所处时段关联的生活场景，According to the life scene associated with the time period in which the payment time is located,
    当所述生活场景中所述线上支付操作所支付的产品能够被同一用户连续使用时，优先选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方；When the products paid by the online payment operation in the living scene can be continuously used by the same user, the product provider that provides the paid product and/or the like product is preferentially selected as the candidate product provider;
    当所述生活场景中所述线上支付操作所支付的产品不能够被同一用户连续使用时，排除选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方。When the product paid by the online payment operation in the life scene cannot be continuously used by the same user, the product provider that selects the product to be paid and/or the similar product is excluded from being the candidate product provider.
  8. 如权利要求1所述的方法，其中，还包括：The method of claim 1 further comprising:
    根据所述目标产品提供方的广告的转化指标数据，确定所述支付用户的以下特征：支付能力；偏好的支付方式；是否偏好使用电子券；并对应更新所述支付用户的特征。Determining, according to the conversion indicator data of the advertisement of the target product provider, the following characteristics of the payment user: a payment capability; a preferred payment method; whether the electronic coupon is preferred to be used; and correspondingly updating the feature of the payment user.
  9. 如权利要求1所述的方法，其中，还包括：The method of claim 1 further comprising:
    在未获取到各所述产品提供方的广告的转化指标数据之前，根据所述产品提供方的广告的点击量和/或曝光量，形成对应各所述产品提供方的计费数据；Before the conversion indicator data of the advertisement of each of the product providers is not obtained, the charging data corresponding to each of the product providers is formed according to the click volume and/or the exposure amount of the advertisement of the product provider;
    在获取到各所述产品提供方的广告的转化指标数据之后，根据所述转化指标数据形成对应各所述产品提供方的计费数据。After obtaining the conversion indicator data of the advertisement of each of the product providers, the charging data corresponding to each of the product providers is formed according to the conversion indicator data.
  10. 一种信息处理装置，包括：An information processing apparatus comprising:
    支付单元，配置为接收支付用户的线上支付操作，通过电子支付服务处理所述线上支付操作，获取线上支付操作的处理结果；a payment unit configured to receive an online payment operation of the payment user, process the online payment operation by the electronic payment service, and obtain a processing result of the online payment operation;
    特征单元，配置为获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；a feature unit configured to acquire a payment time of the online payment operation, a payment location, and a feature of the payment user;
    确定单元，配置为根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方；a determining unit, configured to determine a candidate product provider associated with the time period according to a time period during which the payment time is located;
    筛选单元，配置为根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；a screening unit, configured to filter the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtain a target product provider that will perform advertisement delivery;
    发送单元，配置为获取所述目标产品提供方的待投放的广告，将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示。And a sending unit, configured to acquire an advertisement to be delivered by the target product provider, and send the advertisement and the processing result of the online payment operation to the payment user for common display.
  11. 如权利要求10所述的装置，其中，The device of claim 10, wherein
    所述发送单元，还配置为将所述广告以及所述线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将所述页面数据发送至所述支付用户进行显示。The sending unit is further configured to encapsulate the advertisement and the processing result of the online payment operation into page data for displaying on the same page, and send the page data to the payment user for display.
  12. 如权利要求10所述的装置，其中，The device of claim 10, wherein
    所述确定单元，还配置为在预设的时间段与生活场景的映射关系中，查询所述时间段所关联的生活场景，并选取与所述生活场景关联的所述候选产品提供方。The determining unit is further configured to query a life scene associated with the time period in a mapping relationship between the preset time period and the life scene, and select the candidate product provider associated with the life scene.
  13. 如权利要求12所述的装置，其中，The device of claim 12, wherein
    所述确定单元，还配置为在预设的生活场景与产品的映射关系中，查询与所述生活场景关联的产品，基于产品指标对与所述生活场景关联的产品进行优先级排序，选取优先级最高的预定数量的产品对应的产品提供方作为所述候选产品提供方；The determining unit is further configured to query a product associated with the life scene in a mapping relationship between the preset life scene and the product, and prioritize products related to the life scene based on the product indicator, and select a priority The product provider corresponding to the highest predetermined number of products as the candidate product provider;
    其中，所述产品指标包括以下至少之一：产品销量；产品使用频率；产品好评度。The product indicator includes at least one of the following: product sales volume; product usage frequency; product popularity.
  14. 如权利要求10所述的装置，其中，The device of claim 10, wherein
    所述筛选单元，还配置为选取与所述支付用户的特征匹配的所述候选产品提供方，从所选取的候选产品提供方中选定与所述支付地点的距离小于距离阈值的候选产品提供方为所述目标产品提供方。The screening unit is further configured to select the candidate product provider that matches the feature of the payment user, and select, from the selected candidate product providers, a candidate product that is less than a distance threshold from the payment location. The party is the target product provider.
  15. 如权利要求14所述的装置，其中，The device of claim 14 wherein
    所述筛选单元，还配置为将所述支付用户的用户属性、兴趣和行为标签中至少一个特征与各所述产品提供方的广告定向投放条件匹配，和/或与所述广告投放方的产品特征匹配，选取匹配程度最高的预定数量的产品提供方为所述候选产品提供方。The screening unit is further configured to match at least one feature of the payment user's user attribute, interest, and behavior tag with an advertisement targeted delivery condition of each of the product providers, and/or a product with the advertisement delivery party Feature matching, selecting a predetermined number of product providers with the highest degree of matching as the candidate product provider.
  16. 如权利要求14所述的装置，其中，The device of claim 14 wherein
    所述筛选单元，还配置为根据所述支付时间所处时段关联的生活场景，判断在所述生活场景中所述支付操作所支付的产品是否能够被同一用户连续购使用；若是，则优先选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方；若否，则排除选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方。The screening unit is further configured to determine, according to the life scene associated with the time period during which the payment time is located, whether the product paid by the payment operation in the life scene can be continuously purchased and used by the same user; if yes, the priority is selected The product provider that provides the paid product and/or the like product is the candidate product provider; if not, the product provider that selects to provide the paid product and/or the like product is excluded as the candidate product provider.
  17. 如权利要求10所述的装置，其中，The device of claim 10, wherein
    所述特征单元，还配置为根据所述目标产品提供方的广告的转化指标数据，确定所述支付用户的以下特征：支付能力；偏好的支付方式；是否偏好使用电子券；并对应更新所述支付用户的特征。The feature unit is further configured to determine, according to the conversion indicator data of the advertisement of the target product provider, the following characteristics of the payment user: a payment capability; a preferred payment method; whether the electronic coupon is preferred to be used; Pay the characteristics of the user.
  18. 如权利要求10所述的装置，其中，还包括：The apparatus of claim 10, further comprising:
    计费单元，配置为在未获取到各所述产品提供方的广告的转化指标数据之前，根据所述产品提供方的广告的点击量和/或曝光量，形成对应各所述产品提供方的计费数据；在获取到各所述产品提供方的广告的转化指标数据之后，根据所述化指标数据形成对应各所述产品提供方的计费数据。a billing unit configured to form, corresponding to each of the product providers, a click amount and/or an exposure amount of an advertisement of the product provider before the conversion indicator data of the advertisement of each of the product providers is not acquired After the conversion indicator data of the advertisement of each of the product providers is obtained, the charging data corresponding to each of the product providers is formed according to the conversion indicator data.
  19. 一种计算机存储介质，所述计算机存储介质中存储有可执行指令，所述可执行指令用于执行权利要求1至9任一项所述的信息处理方法。A computer storage medium storing executable instructions for performing the information processing method according to any one of claims 1 to 9.
  20. 一种信息处理装置，包括：An information processing apparatus comprising:
    存储器，配置为存储可执行指令；a memory configured to store executable instructions;
    处理器，配置为通过执行所述存储器中存储的可执行指令时实现以下操作：A processor configured to: perform the following operations by executing executable instructions stored in the memory:
    接收支付用户的线上支付操作，通过电子支付服务处理所述线上支付操作，获取所述线上支付操作的处理结果；Receiving an online payment operation of the payment user, processing the online payment operation by the electronic payment service, and acquiring a processing result of the online payment operation;
    获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；Obtaining a payment time, a payment place, and a feature of the payment user of the online payment operation;
    根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品 提供方；Determining a candidate product provider associated with the time period according to a time period during which the payment time is located;
    根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；And selecting, according to the payment location of the online payment operation and the characteristics of the payment user, the candidate product provider to obtain a target product provider that will perform advertisement delivery;
    获取所述目标产品提供方的待投放的广告；Obtaining an advertisement to be placed by the target product provider;
    将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示。Sending the advertisement and the processing result of the online payment operation to the payment user for common display.
  21. 一种信息处理方法，包括：An information processing method includes:
    服务器接收支付用户的线上支付操作；The server receives an online payment operation of the payment user;
    所述服务器通过电子支付服务处理所述线上支付操作，获取所述线上支付操作的处理结果；Processing, by the server, the online payment operation by using an electronic payment service, and acquiring a processing result of the online payment operation;
    所述服务器获取所述线上支付操作的支付时间、支付地点以及所述支付用户的特征；Obtaining, by the server, a payment time of the online payment operation, a payment location, and a feature of the payment user;
    所述服务器根据所述支付时间所处的时间段，确定与所述时间段关联的候选产品提供方；Determining, by the server, a candidate product provider associated with the time period according to a time period in which the payment time is located;
    根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方；And selecting, according to the payment location of the online payment operation and the characteristics of the payment user, the candidate product provider to obtain a target product provider that will perform advertisement delivery;
    获取所述目标产品提供方的待投放的广告；Obtaining an advertisement to be placed by the target product provider;
    服务器将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示。The server sends the advertisement and the processing result of the online payment operation to the payment user for common display.
  22. 如权利要求21所述的方法，其中，所述服务器将所述广告以及所述线上支付操作的处理结果发送至所述支付用户共同显示，包括:The method of claim 21, wherein the server sends the advertisement and the processing result of the online payment operation to the payment user for common display, comprising:
    所述服务器将所述广告以及所述线上支付操作的处理结果封装为用于在同一页面显示的页面数据，将所述页面数据发送至所述支付用户进行显示。The server encapsulates the advertisement and the processing result of the online payment operation into page data for display on the same page, and sends the page data to the payment user for display.
  23. 如权利要求21所述的方法，其中，所述服务器根据所述支付时间 所处的时间段，确定与所述时间段关联的候选产品提供方，包括：The method of claim 21, wherein the server determines a candidate product provider associated with the time period based on a time period during which the payment time is located, including:
    所述服务器在预设的时间段与生活场景的映射关系中，所述服务器查询所述时间段所关联的生活场景；In the mapping relationship between the server and the life scene, the server queries the life scene associated with the time period;
    所述服务器选取与所述生活场景关联的所述候选产品提供方。The server selects the candidate product provider associated with the life scene.
  24. 如权利要求23所述的方法，其中，所述服务器选取与所述生活场景关联的所述候选产品提供方，包括：The method of claim 23, wherein the server selects the candidate product provider associated with the life scene, comprising:
    所述服务器在预设的生活场景与产品的映射关系中，查询与所述生活场景关联的产品；The server queries a product associated with the life scene in a mapping relationship between a preset life scenario and a product;
    所述服务器基于产品指标对与所述生活场景关联的产品进行优先级排序，选取优先级最高的预定数量的产品对应的产品提供方作为所述候选产品提供方；The server prioritizes products associated with the life scene based on product indicators, and selects a product provider corresponding to a predetermined number of products with the highest priority as the candidate product provider;
    其中，所述产品指标包括以下至少之一：产品销量；产品使用频率；产品好评度。The product indicator includes at least one of the following: product sales volume; product usage frequency; product popularity.
  25. 如权利要求21所述的方法，其中，所述服务器根据所述线上支付操作的支付地点以及所述支付用户的特征，对所述候选产品提供方进行筛选，得到将进行广告投放的目标产品提供方，包括：The method of claim 21, wherein the server filters the candidate product provider according to the payment location of the online payment operation and the characteristics of the payment user, and obtains a target product to be advertised. Provider, including:
    所述服务器选取与所述支付用户的特征匹配的所述候选产品提供方；The server selects the candidate product provider that matches the characteristics of the payment user;
    所述服务器从所选取的候选产品提供方中，选定与所述支付地点的距离小于距离阈值的候选产品提供方为所述目标产品提供方。The server selects, from the selected candidate product providers, a candidate product provider whose distance from the payment location is less than a distance threshold is the target product provider.
  26. 如权利要求25所述的方法，其中，所述服务器选取与所述支付用户的特征匹配的所述候选产品提供方，包括:The method of claim 25 wherein said server selects said candidate product provider that matches a feature of said payment user, comprising:
    所述服务器将所述支付用户的用户属性、兴趣和行为标签中至少一个特征与各所述产品提供方的广告定向投放条件匹配，和/或与所述广告投放方的产品特征匹配；The server matches at least one feature of the user attribute, interest, and behavior tag of the payment user with an advertisement targeting condition of each of the product providers, and/or matches a product feature of the advertisement producer;
    所述服务器选取匹配程度最高的预定数量的产品提供方作为所述候选 产品提供方。The server selects a predetermined number of product providers with the highest degree of matching as the candidate product provider.
  27. 如权利要求25所述的方法，其中，还包括:The method of claim 25, further comprising:
    根据所述支付时间所处时段关联的生活场景，According to the life scene associated with the time period in which the payment time is located,
    当所述生活场景中所述线上支付操作所支付的产品能够被同一用户连续使用时，所述服务器优先选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方；When the products paid by the online payment operation in the living scene can be continuously used by the same user, the server preferentially selects a product provider that provides the paid product and/or the like product as the candidate product provider;
    当所述生活场景中所述线上支付操作所支付的产品不能够被同一用户连续使用时，所述服务器排除选取提供所支付产品和/或同类产品的产品提供方为所述候选产品提供方。When the product paid by the online payment operation in the living scene cannot be continuously used by the same user, the server excludes the product provider who selects the provided payment product and/or the like product as the candidate product provider. .
  28. 如权利要求21所述的方法，其中，还包括：The method of claim 21, further comprising:
    根据所述目标产品提供方的广告的转化指标数据，所述服务器确定所述支付用户的以下特征：支付能力；偏好的支付方式；是否偏好使用电子券；并对应更新所述支付用户的特征。And determining, according to the conversion indicator data of the advertisement of the target product provider, the following characteristics of the payment user: a payment capability; a preferred payment method; whether the electronic coupon is preferred to be used; and correspondingly updating the feature of the payment user.
  29. 如权利要求21所述的方法，其中，还包括：The method of claim 21, further comprising:
    所述服务器在未获取到各所述产品提供方的广告的转化指标数据之前，根据所述产品提供方的广告的点击量和/或曝光量，形成对应各所述产品提供方的计费数据；The server forms billing data corresponding to each of the product providers according to the click amount and/or the exposure amount of the advertisement of the product provider before the conversion indicator data of the advertisement of each product provider is obtained. ;
    所述服务器在获取到各所述产品提供方的广告的转化指标数据之后，根据所述转化指标数据形成对应各所述产品提供方的计费数据。After obtaining the conversion indicator data of the advertisement of each product provider, the server forms charging data corresponding to each product provider according to the conversion indicator data.
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