Method and apparatus for providing direct-presentation service at user equipment and network device

Provided are a method and apparatus for acquiring and providing a direct-presentation service. The method for acquiring a direct-presentation service comprises: collecting feature information for identifying a commodity and/or service; sending a direct-presentation service request carrying the feature information; and receiving and displaying related information of the commodity and/or service corresponding to the feature information. The method for providing a direct-presentation service comprises: receiving a direct-presentation service request, the direct-presentation service request carrying feature information for identifying a commodity and/or service; matching the feature information with the commodity and/or service in a triggering element library; and returning related information of the matched commodity and/or service in the triggering element library. By matching feature information collected by customers with triggering elements in the triggering element library, the present invention can determine related information of service or commodities in which the customers are interested, and can directly present the related information in front of the customers, thereby avoiding the loss of compulsive consumers, thus providing the efficiency of advertisement delivery.