The disclosure provides a method for predicting a user object in a real time bidding and an advertisement server. The method includes: obtaining telecommunication data, and building a user behavior model based on the telecommunication data by using at least one of machine learning algorithms; receiving a bid request comprising an advertisement identifier which does not have at least one of an identifier field of a certain user object and an advertisement-related identifier from an advertising trading platform; and predicting a first candidate identifier of a first user object corresponding to the bid request according to the advertisement identifier through the user behavior model.