A method, system and computer program product for identifying an advertisement in a web page. The method includes the steps of: receiving a sample page; analyzing a source code of the sample page to obtain a node feature of the sample page; analyzing the node feature using a preset rule to find a sample advertisement in the sample page; analyzing a first link of the sample advertisement to obtain a link mode of the sample advertisement; and utilizing the link mode to identify a second advertisement, where at least one of the steps is carried out using a computer device so that the advertisement in a web page is identified.