Advertisement putting method and system

The invention provides an advertisement putting method and system. When a user browses media content, user feature information and media feature information are acquired, wherein the user feature information is feature information of the user, and the media feature information is feature information of the media content; advertisement feature information is acquired, wherein the advertisement feature information is feature information of a to-be-put advertisement; whether the to-be-put advertisement is put to the user is determined according to the advertisement feature information, the user feature information and the media feature information, so that the put advertisement is matched with user features and also matched with the media content browsed by the user at present, accordingly, the advertisement putting accuracy is improved, damage to current interest experience of the user is avoided, and the advertisement putting effect is guaranteed. 本发明提供的广告投放方法及系统，当用户浏览媒体内容时，获取用户特征信息与媒体特征信息；所述用户特征信息为所述用户的特征信息；所