A method for identifying a main picture in a web page, comprising: identifying all pictures in the web page; obtaining a page attribute of each picture in the web page, in which the page attribute includes a page location representing a location of a picture in the web page and/or a screen proportion representing a ratio of an area of the picture to an area of a total screen of the web page; picking out (210, 310) pictures that meet both of following conditions as candidate main pictures from the all pictures in the web page: a difference between the page position of the picture and a preset center position being less than a first threshold; and the screen proportion of the picture exceeding a second threshold; identifying a picture topic of each candidate main picture by using a first model tool based on deep learning; cropping (220, 320) an original picture of each candidate main picture based on the picture topic of the candidate main picture to obtain a first picture composition highlighting the picture topic by using the first model tool; determining (230, 340) a target candidate main picture having a picture topic matching a topic of the web page by comparing the picture topic of each candidate main picture with the topic of the web page, in which the topic of the web page is determined based on bidding words configured by a user for the web page; and identifying (240, 350) a target picture composition corresponding to the target candidate main picture from the first picture compositions as the main picture in the web page; wherein the first model tool is pre-trained to obtain a corresponding relationship between picture topics of sample pictures and picture compositions of the sample pictures. identifying all pictures in the web page; obtaining a page attribute of each picture in the web page, in which the page attribute includes a page location representing a location of a picture in the web page and/or a screen proportion representing a ratio of an area of the picture to an area of a total screen of the web page; picking out (210, 310) pictures that meet both of following conditions as candidate main pictures from the all pictures in the web page: a difference between the page position of the picture and a preset center position being less than a first threshold; and the screen proportion of the picture exceeding a second threshold; identifying a picture topic of each candidate main picture by using a first model tool based on deep learning; cropping (220, 320) an original picture of each candidate main picture based on the picture topic of the candidate main picture to obtain a first picture composition highlighting the picture topic by using the first model tool; determining (230, 340) a target candidate main picture having a picture topic matching a topic of the web page by comparing the picture topic of each candidate main picture with the topic of the web page, in which the topic of the web page is determined based on bidding words configured by a user for the web page; and identifying (240, 350) a target picture composition corresponding to the target candidate main picture from the first picture compositions as the main picture in the web page; wherein the first model tool is pre-trained to obtain a corresponding relationship between picture topics of sample pictures and picture compositions of the sample pictures.