Abstract: A method includes: obtaining a push content request from an object; determining a push content set according to the push content request; detecting historical behavior feature data of the object for a push content in response to a behavior feature of the object for the push content satisfying a preset negative behavior condition; performing content-based matching for the push content set based on the historical behavior feature data to obtain a target push content set of the object; performing content sorting of the push content set and performing content-based matching of the push content of the object to obtain a target push content set of the object; and determining a target push content of the object from the target push content set, and transmitting the target push content to the object.