An embodiment of the invention relates to an advertisement acquisition method. The method comprises the following steps that a user terminal receives a starting-up instruction input by a user; according to the starting-up instruction, a starting-up advertisement request is generated, and through an advertisement interface, the request is sent to an advertisement server; the advertisement server acquires a corresponding starting-up advertisement position according to the starting-up advertisement request; the advertisement server acquires a plurality of corresponding starting-up advertisement data according to an advertisement position ID of the acquired starting-up advertisement position; the advertisement server matches terminal attribute information with releasing dimension information of the plurality of starting-up advertisement data and acquires at least one piece of matched starting-up advertisement data; according to weight information corresponding to the matched starting-up advertisement data, the starting-up advertisement data to be played is acquired; the advertisement server sends the starting-up advertisement data to be played to the user terminal through the advertisement interface; and the user terminal plays the starting-up advertisement data to be played.