JP2008281726A - Advertisement distribution system, advertisement distribution method and advertisement distribution program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To solve the following problems: effective result is possibly not obtained by the simple presentation of advertisement in the conventional advertisement distribution system because the advertisement presented toward user does not always arouse interest of the user; and there is possibility that the presentation of the advertisement makes the user feel uncomfortable. <P>SOLUTION: When presenting the advertisement to the user 115 with a vehicle device 111, the vehicle device 111 asks an advertisement distribution server 101 to send the advertisement to be presented. In the advertisement distribution server 101, user's reactions upon the presentation of respective advertisements in the past and "circumstances, attribute of the user and past records of user's reactions for other advertisements" or the like at that time, are recorded on a server side data base 102. A probability calculation part 103 calculates a probability of the user exhibiting preferable reaction with respect to a plurality of advertisement candidates based on the attribute of the user, past record and present circumstances which are obtained by the advertisement demand of the vehicle device 111. By determining whether the provability is high or low, an advertisement selection part 104 selects the advertisement and operates so as to deliver the advertisement to the vehicle device 111. <P>COPYRIGHT: (C)2009,JPO&INPIT

Description

  The present invention relates to an advertisement distribution system, an advertisement distribution method, and an advertisement distribution program, and more particularly to an advertisement distribution system, an advertisement distribution method, and an advertisement distribution program that can distribute advertisements in an in-vehicle device or a navigation system.

  In the navigation device that provides route guidance from the departure point to the destination, when the advertisement information received from the server device is displayed during route guidance, a selection is made as to whether or not to display the planned travel route using the position of the advertisement information as a relay point When the position of the advertisement information is used as a relay point, a navigation device that displays a planned travel route from the current position to the destination via the relay point is known (for example, see Patent Document 1).

  In addition, when the server receives the mobile terminal identification information together with the current position information from the mobile terminal, the advertisement information is selected based on the current position information and the identification information from the advertisement information database storing the advertisement information. Then, an advertisement distribution system for transmitting to a mobile terminal is known (for example, see Patent Document 2).

JP 2003-262529 A JP 2005-033464 A

  However, in the navigation device described in Patent Document 1 and the advertisement distribution system described in Patent Document 2, even if an advertisement is simply presented, it may not be effective. This is because the advertisement presented to the user (the user of the navigation device in Patent Document 1 and the mobile terminal in Patent Document 2) does not necessarily attract the user's interest, and in this case, the advertisement presentation makes the user uncomfortable. This is because there is even a possibility. In the above navigation device and advertisement distribution system, the user has an attribute from the past advertisement / information presentation history, and what kind of reaction to what advertisement / information is in a certain situation. This is because the probability of showing is not considered at all.

  The present invention has been made in view of the above points, and selects and presents an advertisement that is likely to attract the user's interest by using the attribute information of the user including other users and the reaction to the past advertisement. It is an object of the present invention to provide an advertisement distribution system, an advertisement distribution method, and an advertisement distribution program that can exhibit a high advertisement effect.

In order to achieve the above object, an advertisement distribution system according to a first aspect of the present invention is a mobile advertisement information distribution in which at least an advertisement distribution server storing advertisement placement information from an advertisement publisher receives the distribution of advertisement information. In accordance with an advertisement information distribution request from a device, an advertisement distribution system that distributes advertisement information selected from stored advertisement placement information to an advertisement target information distribution device via a network,
The above ad distribution server
Associating the attribute of the user of the advertising information distribution device with the history information indicating the situation including the destination of the advertising information distribution device at the time of past advertisement information presentation and the user reaction at the time of past advertisement information presentation, Based on the storage means to be stored together with the advertisement placement information, the user attributes read from the storage means, and the history information indicating the past situation of the advertisement information presentation and the user's reaction, the user's A probability calculating means for calculating a probability indicating a reaction, and a storage means based on the calculated probability according to the advertisement information distribution request including the apparatus identification information from the advertisement information distributing apparatus and the situation information indicating the current status of the apparatus. The advertisement selection means for selecting the advertisement placement information to be distributed from, and the advertisement information distribution apparatus that has requested the advertisement information distribution as the advertisement information selected via the network. Advertising information distribution means, reaction information acquisition means for acquiring user reaction information for the advertisement information distributed to the advertisement information distribution apparatus together with apparatus identification information from the advertisement information distribution apparatus via the network, and reaction information acquisition Reaction storage means for storing the reaction information and device identification information acquired by the means as history information in the storage means,
The above advertisement information distribution device
Advertisement distribution request means for making an advertisement information distribution request to the advertisement distribution server together with status information indicating the current status and device identification information via the network, and advertisement information for acquiring advertisement information distributed from the advertisement distribution server via the network An acquisition means, an advertisement presentation means for presenting the advertisement information acquired by the advertisement information acquisition means to the user, a user reaction information when the advertisement information is presented to the user, and an apparatus for transmitting the advertisement information to the advertisement distribution server via the network Reaction information transmission means for transmitting the identification information together with the identification information is provided.

In order to achieve the above object, the advertisement delivery method of the second invention is a movable advertisement-receiving object in which at least an advertisement delivery server storing advertisement placement information from an advertisement publisher receives advertisement information delivery. In accordance with an advertisement information distribution request from an information distribution apparatus, an advertisement distribution method for distributing advertisement information selected from stored advertisement placement information to an advertisement-target information distribution apparatus via a network,
A first step of making an advertisement information distribution request to the advertisement distribution server together with status information indicating the current status and device identification information via the network; attributes of the user of the advertisement information distribution apparatus; Associating user attributes and past advertisement information from storage means for associating the situation including the destination of the advertisement information distribution apparatus and the history information indicating the user's reaction at the time of past advertisement information presentation with the advertisement placement information A second step of reading a situation at the time of presentation and history information indicating a user's reaction and calculating a probability indicating a user's reaction when the advertisement information is presented; and device identification information from the advertisement information distribution device; A third step of selecting advertisement placement information to be distributed from the storage means based on the calculated probability in accordance with the advertisement information distribution request including the status information indicating the current status of the device A fourth step of distributing the selected advertisement placement information as advertisement information to the advertisement information distribution apparatus that has requested distribution of advertisement information via the network, and acquiring advertisement information distributed from the advertisement distribution server via the network A fifth step of presenting, a sixth step of presenting the advertisement information acquired in the fifth step to the user, a user's reaction information when the advertisement information is presented to the user, and an advertisement via the network A seventh step of transmitting to the distribution server together with the device identification information; an eighth step of acquiring the user reaction information and the identification information transmitted from the advertisement information distribution device in the seventh step via the network; And a ninth step of storing the reaction information and the device identification information acquired in the eighth step as history information in the storage means. To.

In order to achieve the above object, an advertisement distribution program according to a third aspect of the present invention is a program in which at least an advertisement distribution server storing advertisement placement information from an advertisement publisher is a mobile subject to receive advertisement information distribution. In accordance with an advertisement information distribution request from an advertisement information distribution device, an advertisement distribution program for distributing advertisement information selected from stored advertisement placement information to an advertisement information distribution device via a network using a computer. And
In the above computer,
Associating the attribute of the user of the advertising information distribution device with the history information indicating the situation including the destination of the advertising information distribution device at the time of past advertisement information presentation and the user reaction at the time of past advertisement information presentation, An advertisement information distribution request in accordance with an advertisement information distribution request including apparatus identification information from the advertisement information distribution apparatus and status information indicating the current status of the apparatus from among the advertisement placement information stored in the storage means together with the advertisement placement information When the advertisement candidate is presented to the user for each advertisement candidate extracted in the first step of extracting the advertisement candidate based on the attribute and status information of the user of the advertisement information distribution apparatus that has performed The user's attributes read from the storage means, the past advertisement information presenting situation and the history information indicating the user's reaction, and the advertisement information from the advertisement information distribution device Extracted based on the second step calculated using the user attribute corresponding to the device identification information included in the communication request and the status information indicating the current status of the device, and the probability calculated in the second step A third step of selecting an advertisement candidate to be distributed from the advertisement candidates, and a fourth distribution of the advertisement candidate selected in the third step as advertisement information to the advertisement information distribution apparatus that has requested the advertisement information distribution via the network And the fifth step of acquiring the user reaction information with respect to the advertisement information distributed to the advertisement information distribution apparatus together with the apparatus identification information from the advertisement information distribution apparatus via the network, and the fifth step. The sixth step of storing the reaction information and the device identification information as history information in the storage means is executed.

In order to achieve the above object, an advertisement distribution program according to a fourth aspect of the present invention uses a computer via a network to at least an advertisement distribution server that stores advertisement placement information from an advertisement publisher. An advertisement distribution program in a movable advertisement information distribution apparatus that makes an advertisement information distribution request and distributes advertisement information selected from advertisement placement information by an advertisement distribution server via a network,
In the above computer,
A first step of making an advertisement information distribution request to the advertisement distribution server together with status information indicating the current state and device identification information via the network; and a second step of acquiring advertisement information distributed from the advertisement distribution server via the network The third step of presenting the advertisement information acquired in the second step to the user, and obtaining the reaction information of the user when the advertisement information is presented to the user, to the advertisement distribution server via the network And a fourth step of transmitting together with the device identification information.

  According to the present invention, it is possible to calculate the probability of what kind of reaction to the advertisement candidate according to the attribute, the situation, and the history, and select the advertisement according to the probability. , Age, etc.), the situation at that time (destination, time, etc.), and the history of responses to user advertisements in the past, appropriate advertisements can be selected.

  Next, the best mode for carrying out the invention will be described in detail with reference to the drawings.

  FIG. 1 shows a block diagram of Embodiment 1 of an advertisement distribution system according to the present invention. As shown in the figure, the advertisement distribution system of the present embodiment includes an advertisement distribution server 101 and an in-vehicle device 111. The advertisement distribution server 101 includes a server side database 102, a probability calculation unit 103, an advertisement selection unit 104, and a server side control unit 105. The in-vehicle device 111 includes an advertisement presentation / user reaction acquisition unit 112, a situation information acquisition unit 113, and an in-vehicle side control unit 114. It is assumed that the advertisement distribution server 101 and the in-vehicle device 111 can communicate via a network using, for example, a mobile phone.

  Each of these operates as follows. The in-vehicle device 111 which is an example of the advertisement information distribution device provides a user with a map display, a route to the destination, a route guidance function, and the like, as in the conventional car navigation system. In addition, the in-vehicle device 111 connects to the advertisement distribution server 101 in the in-vehicle side control unit 114 in order to present an advertisement at an appropriate timing (for example, every predetermined time) while the user is driving. At this time, status information during driving (for example, current position, destination, route to the destination, vehicle information such as wiper operation) is acquired from the status information acquisition unit 113, and the user's id (or in-vehicle device identification information). ) To the advertisement distribution server 101.

  When the advertisement distribution server 101 receives the above situation information and id, the server-side control unit 105 extracts advertisement candidates from the server-side database 102 based on the current position of the vehicle. Here, the following methods can be considered for selection of advertisement candidates. An advertisement has a concept of a place for placement, and for example, it is placed in a specific place along a road. The server-side control unit 105 compares the publishing place with the current position of the vehicle, and extracts a plurality of advertisements on the condition that the publishing place is within a certain distance from the current position of the vehicle, for example.

  Next, the advertisement distribution server 101 uses the probability calculation unit 103 to estimate from the server-side database 102 what the user's reaction will be regarding candidate advertisements. Here, it is assumed that the advertisement presented to the user “prompts to set the advertised location as a transit location”. For example, when a restaurant advertisement is presented, the in-car device 111 asks the user whether to set the restaurant as a transit point, and the user tells the in-car device 111 whether to set the transit point. This “whether or not to set as a transit point” is the user's reaction (there may be an advertisement for the user to ask for another type of reaction).

  The operation of the probability calculation unit 103 is as follows. First, in the server-side database 102, for example, a history when the advertisement has been presented to the user is stored for each advertisement in the form shown in FIG. 2A shows an advertisement history of id000101, and FIG. 2B shows an advertisement history of id093250. In this history, in addition to the user's reaction, the user's attributes (address, gender, age, etc.), the situation when the advertisement was presented (destination, distance to the destination, distance traveled so far, current time, etc.) ), The advertisement id presented so far and the reaction (an advertisement set via a transit point, a canceled advertisement) and the like are stored.

  Based on this, the probability calculation unit 103 creates a “probability table” as shown in FIG. 3A shows an advertisement probability table with id000101, and FIG. 3B shows an advertisement probability table with id093250. In this probability table, probability values are associated with user attributes (address, sex, age, etc.) and advertisement ids that have been presented so far and set as transit points. The probability table may be created when an advertisement request is made. However, the probability table may be periodically created in the form of a night batch or the like in order to reduce the load and improve the response performance. The above probability value represents the “probability that a transit point will be set when the advertisement is presented when the attribute / situation / history or the like is the value”, and is calculated using the formula of FIG.

  The equation in FIG. 4 represents Bayes' theorem. In this Bayes' theorem, the probability P (R) that an advertisement is presented and set as a transit point, the probability P (X) that the attribute etc. is X, and the probability that the attribute etc. is X when set as a transit point P (X | R) obtains an estimated value from the history data of FIG. That is, in the case of P (R), the number of waypoints set is extracted from the history data of the target advertisement, and the ratio of the number of waypoints set to the number of advertisement presentations is used. Similarly, for P (X), the number of entries having the attribute X or the like is extracted from the history data of the target advertisement, and the ratio to the number of advertisement presentations is used. P (X | R) first extracts data for which a transit point has been set from the history data. Among them, the number of attributes having X is extracted. Then, the ratio of the number of data having the attribute X among the number of data for which the waypoint is set is obtained and used. Probability P (R | X) that is set as a transit point when the attribute or the like is X using the estimated values of P (R), P (X), and P (X | R) by the above method Is set as the probability value in the probability table of FIG.

  Next, the probability calculation unit 103 configures attribute information and status information of the user who requested the advertisement. The situation at the time of the advertisement request uses the one given from the in-vehicle device 111. The attribute information, the advertisement id presented so far, and the reaction thereof are assumed to be stored for each user id in the server-side database 102, and are searched from the server-side database 102. This may be given from the in-vehicle device 111 as in the case of the situation information, but the amount of communication can be reduced by storing it in the server-side database 102. FIG. 5 shows the attribute information and the situation information of the user who has made the advertisement request. FIG. 5A shows the attribute / history of the user id 102135, which consists of attributes such as address, gender, age, etc., the advertisement id set so far and the history of the advertisement id canceled so far. FIG. 5B shows the status information at the time of the above-mentioned advertisement request, and includes the destination, the distance to the destination, the distance driven so far, the time, the weather, and the like.

  Then, the probability calculating unit 103 searches the probability table of FIG. 3 for the waypoint setting probability for each item of each advertisement candidate from the user attribute information and the situation information. This is shown in FIG. Since the above probability table indicates the probability value for each item, the probability calculation unit 103 determines the probability when those items are established simultaneously (probability when all items are established), that is, P (R | X1, X2, ..., Xn). FIG. 6A shows that the probability is “0.3” when all items are established from the probability table regarding the individual factors for the advertisement id000101. FIG. 6B shows that the probability when all items are established is obtained from the probability table regarding the individual factor for the advertisement id000101 is “0.3”.

  FIG. 7 shows a formula for obtaining the probability when all the above items are established. Here, Xi indicates the i-th item, and the number of items is n. P (R | Xi) corresponds to each item in the probability table of FIGS. 6A and 6B and is used. P (R) uses a value calculated in advance by the above-described method. Thereby, the value of the equation of FIG. 7 can be obtained.

  The derivation of the equation of FIG. 7 is shown in FIG. In FIG. 8, equation (1) is defined by Bayes' theorem. Equation (2) transforms P (X1, X2,..., Xn) depending on whether R is true or not. A symbol with a bar on R represents a case where R is not established. Expression (3) is a modification of expression (1) using this. Here, P (R | Xi) is transformed by Bayes' theorem, and further, Equation (4) is divided into cases where R is true and not. Expressions (5) and (6) are derived from Expression (4), and are substituted into Expression (3) and rearranged to obtain the expression of FIG.

  As described above, when each advertisement candidate is presented to the user, it is possible to estimate the probability of being set as a waypoint. Using this probability, the advertisement selection unit 104 selects one advertisement from advertisement candidates.

  Here, it is assumed that a “rule” may be added to the advertisement. Here, the “rule” is a condition for presenting an advertisement. For example, “male only”, “30 to 35 years old”, “10:00 to 13:00 or 16:00 to 22:00 only”, “advertisement id˜ Only for those who set a waypoint for the ad. " By using this rule, it is possible to realize that, for example, an advertisement is not presented when the store is closed, or only a user having a specific attribute is targeted for advertisement. Using this rule, candidates that do not match the rule are excluded from advertisement candidates. This can be done before calculating the probability, thereby saving the trouble of calculating the probability.

  Then, an advertisement is selected using a probability set as a waypoint for an advertisement candidate that matches the rule. At this time, in addition to a method of simply selecting a high probability, a method of considering an advertising fee paid by an advertiser may be considered. Further, when the probability of setting as a transit point is below a certain level, it may be considered that the advertisement itself is canceled.

  The selected advertisement is delivered to the in-vehicle device 111. The in-vehicle device 111 presents the advertisement content to the user using means such as voice or a screen of the navigation system. The user determines whether or not to set the waypoint according to the advertisement content, determines the waypoint setting or cancels, and notifies the in-vehicle device 111. The in-vehicle device 111 uses a navigation system to set a route or indicate a position on a map when setting a transit point. The determination content of the user is transmitted to the advertisement distribution server 101. The user's determination content is stored in the server-side database 102 as history data as shown in FIG.

  In the above description of the embodiment, the description has been made with respect to an advertisement set with the advertisement destination as a transit point. However, the present invention can also be used for other advertisements and simple information distribution. In this case, the user's reaction may be, for example, “whether the advertisement or information was canceled halfway or watched until the end”, not whether or not the waypoint was set.

  Next, the overall operation of the present embodiment will be described in detail (here, description will be made on an advertisement that sets an advertisement destination as a transit point). First, user attribute information, status information, history, etc. used in probability calculation and “rule” are organized. As user attribute information, in addition to the address, gender, and age shown in FIG. 2, the date of birth, favorite information acquired through a questionnaire, and the like can be considered. The situation information includes information obtained from the in-vehicle device 111, destination, distance to the destination, distance traveled so far, current time, vehicle speed, remaining gasoline amount, weather (acquired from wiper operation, etc.), families It may be whether it is a drive with a lover or one person (such as a user setting and getting at the time of boarding), whether an advertisement has already been presented in the current drive, or whether a waypoint has been set as a result.

  Further, as the history, the id of an advertisement set as a transit point so far, or the id of an advertisement that has been presented but canceled without being set as a transit point can be considered. Even when attribute information, status information, and history other than the examples given above are used, it is possible to easily cope with the problem by simply adding a table to the database.

  Some of these pieces of information may be treated as different items depending on the level of abstraction. For example, in the case of an address, there are cases where it is better to change the way it is handled, such as whether it is “Meguro-ku”, “Tokyo”, “city” or “suburb”. This is because, as shown in FIG. 6, when the probability relating to the individual factors is obtained, calculation is simply performed based on whether or not they match. In such a case, for example, “detailed address”, “prefectural address”, “address classification”, etc. may be handled as separate items. In addition, in the case of items that handle distances, it may be possible to make items roughly divided such as “short distance”, “medium distance”, and “long distance” in addition to items divided in units of several kilometers. The same applies to the time and age.

  The probability calculation shown in FIGS. 7 and 8 assumes that each item is independent. Therefore, for example, even if there is an advertisement that is set as a transit point with a high probability if it is a person of “male” and “30 to 35 years old”, the synthesis of the probability of “male” and the probability of “30 to 35 years old” In some cases, it is possible to calculate only with a lower probability than actual. In order to avoid this, for example, it may be possible to create a new item combining items such as ““ sex ”+“ age ”. Such items may be created by combining any two items, or only combinations of items that are likely to be meaningful may be selected and created in advance. Furthermore, combinations of two or more items such as three, four, etc. are also conceivable.

  Next, the operation of each unit will be described in detail with reference to the flowcharts of FIGS. First, the operation of the advertisement distribution server 101 will be described. The operation of the server side control unit 105 will be described with reference to the flowchart of FIG. The server-side control unit 105 first checks the request type in order to switch the operation according to the request (step 901). If the request is an advertisement placement request from the advertisement publisher 106, the process proceeds to step 902. The advertisement placement request may be made directly by the advertisement publisher 106 via, for example, a web (Web) server constructed on the World Wide Web (WWW). Requests and contracts are made off-line, and registration to the server may be performed by distributing advertisements.

  In the case of an advertisement placement request, the server-side control unit 105 subsequently acquires advertisement placement information (step 903). Here, the information included in the advertisement placement information may be as follows. That is, the place where the advertisement is placed, the place where the advertisement is guided as a transit point, the distance from the place where the advertisement is placed to the destination (the system may calculate from both places), the advertisement presentation rule (for example, "Men only", "30 to 35 years old only", "10 o'clock to 13 o'clock or 16 o'clock to 22 o'clock" " and a combination of and / or), an amount of money for advertisement presentation (for example, how much is paid when set as a transit point), and the like.

  Subsequently, the server-side control unit 105 registers the advertisement information obtained in step 903 in the server-side database 102 (step 904). At this time, an advertisement history table corresponding to FIG. 2 and a probability table corresponding to FIG. 3 are also created. At this time, the advertisement history table is empty, and the probability table is also in an initial state of “uncalculated”. At this time, an advertisement id is given to the advertisement.

  On the other hand, if the request type in step 901 is for requesting an advertisement to be placed from the in-vehicle device 111 (step 905), first, the target information is selected from the advertisement information stored in the server-side database 102. Are extracted (step 906). The advertisement request is given a user id and information indicating the state of the car. In step 906, the current position is extracted from the vehicle status information, and the advertisement candidate is obtained by extracting the advertisement information where the advertisement placement location is at a certain distance from the current position. Another possible method is to divide the road into “blocks” having a certain section, place advertisements in units of blocks, and select an advertisement for the block at the current position of the car. Furthermore, instead of registering the advertisement placement location and the location to be guided as a transit location, register only the location to be guided as a transit location, and select the one that has a constant distance from the current position of the car to the transit location. A method is also conceivable.

  Next, the server-side control unit 105 uses the advertisement selection unit 104 to select an advertisement from advertisement candidates (step 907). The operation of the advertisement selection unit 104 will be described later. Subsequently, the server-side control unit 105 returns the advertisement selected in step 907 to the in-vehicle device 111 (step 908). The in-vehicle device 111 presents an advertisement to the user and acquires the reaction. This reaction is received by the server-side control unit 105 from the in-vehicle device 111 (step 909).

  And the server side control part 105 records the reaction with respect to the advertisement received from the vehicle-mounted apparatus 111 in the server side database 102 (step 910). That is, it records together with the situation information of the in-vehicle device 111 and user attributes in the history table corresponding to FIG. Also, user attribute information is stored in the server-side database 102 for each user id in the form shown in FIG. This is obtained, for example, when the user registers at the time of contract for using the in-vehicle device 111. In the history table corresponding to FIG. 2, as the user's usage history, the advertisement id set so far and the advertisement id canceled so far are also in a form like the lower part of the table of FIG. In this part, the response to the user's advertisement is additionally recorded.

  Next, the operation of the advertisement selection unit 104 used in step 907 will be described using the flowchart of FIG. First, the advertisement selection unit 104 extracts “rules” set at the time of advertisement registration for candidate advertisements (step 1001). Using this rule, the situation information given from the in-vehicle device 111, and the user attribute information and history information extracted from the server-side database 102 using the user id, first, advertisement candidates that do not comply with the rule are excluded. Next, for the remaining advertisement candidates, the probability calculation unit 103 is used to calculate the probability of setting as a transit point when presented (step 1002). The operation of the probability calculation unit 103 will be described later. Then, the advertisement selection unit 104 selects an advertisement to present based on the obtained probability (step 1003).

  Here, several methods are conceivable for selecting an advertisement from the advertisement candidate and the waypoint setting probability. A simple approach is to select the advertisement with the highest probability. However, in this case, since it is difficult to present a low-probability advertisement, the advertisement is selected at random with a probability linked to the probability value (for example, the transit point setting probability of one advertisement is 0.4 and the probability of another advertisement is 0.1). In the case of, the first advertisement is selected at 80% probability and the latter advertisement is randomly selected at a probability of 20% (in this case, a proportional but non-proportional function may be used), or the advertisement with the highest probability is usually selected. However, a method of randomly selecting another advertisement with a certain probability is also conceivable.

  Further, in addition to the above method, a method such as taking into account the advertising fee paid by the advertisement publisher 106 can be considered. For example, in the case where the advertisement publisher 106 pays a certain fee each time the waypoint setting is performed, the expected value of the advertisement fee obtained when the advertisement is presented by multiplying the fee by the waypoint setting probability Is required. A method of selecting an advertisement that maximizes the expected value (or adding the random element described above) is also conceivable. In this case, the side that provides the advertisement distribution system can select the one that has the highest potential for advertising revenue. The advertisement publisher 106 can pay more money to present the advertisement more times, but the advertising cost is higher. Therefore, an incentive to make the advertisement more attractive to the user and having a high waypoint setting probability works.

  Next, the operation of the probability calculation unit 103 used in step 1002 will be described using the flowchart of FIG. Since the probability calculation unit 103 also switches the operation according to the request, the request type is first determined (step 1101). When the request type is to calculate the connection probability when all items are established (step 1102), the probability calculation unit 103 uses the method as described above for each advertisement candidate, as shown in FIG. Each probability is searched from the server-side database 102 (step 1103).

  Subsequently, the probability calculation unit 103 obtains a probability when all items are established using the formula shown in FIG. 7 (step 1104). Here, the probability for each item may be inaccurate. That is, for example, when the address is Meguro-ku, when trying to determine the probability of setting as a transit point, in the target that presented the advertisement, if the address is a small number of users in Meguro-ku, for example, one person, The probability of setting (or not) as a transit point is 1 (or 0). Therefore, when there are few objects (or zero) in the history data shown in FIG. 2, that fact is recorded and excluded from the calculation of the coupling probability.

  On the other hand, when the probability for each item is calculated with the request type in step 1101 (step 1105), the probability calculation unit 103 calculates the probability for each item based on the formula shown in FIG. 4 (step 1106). For this purpose, history data as shown in FIG. 2 is used. This calculation may be performed batchwise at night or the like, or instead of searching from the server-side database 102 in step 1103, step 1105 and step 1106 may be called to calculate each time. However, when calculating each time, it may take time to calculate.

  Next, the operation of the in-vehicle device 111 will be described using the flowchart of FIG. First, the in-vehicle device 111 determines to present an advertisement (step 1201). The determination method is, for example, that an advertisement is presented at regular intervals. It is also conceivable to determine that no advertisement is presented when the user is currently being guided to a waypoint, and that no advertisement is presented when the user is guided to the waypoint by the current drive.

  When determining that the advertisement is to be presented, the in-vehicle device 111 acquires the current information from the situation information acquisition unit 113 (step 1202). As described above, the situation information may include the destination, the distance to the destination, the distance traveled so far, the current time, the vehicle speed, the remaining gasoline amount, the weather, the family, the lover and the drive, or one person. .

  Next, the in-vehicle device 111 sends an advertisement request to the advertisement distribution server 101 after passing the status information and the user id (step 1203). Since the advertisement distribution server 101 selects and returns the advertisement as described above, the in-vehicle device 111 acquires the advertisement to be presented from the advertisement distribution server 101 (step 1204).

  Subsequently, the in-vehicle device 111 uses the acquired advertisement and presents the advertisement using the advertisement presentation / user reaction acquisition unit 112 (step 1205). As this advertisement presentation method, for example, presentation by voice, display by a display provided in the navigation system, and the like can be considered. Information such as the distance to the waypoint may be accompanied. Further, in step 1205, a response is obtained from the user 115 as to whether or not to set the waypoint for the presented advertisement. For example, a method based on voice recognition or a method in which the user 115 presses a button can be considered. Finally, the in-vehicle device 111 passes the reaction from the user 115 to the advertisement distribution server 101 (step 1206).

  Next, the operation and effect of the present embodiment will be described. In this embodiment, when the vehicle-mounted device 111 presents an advertisement to the user 115, the advertisement distribution server 101 is notified of the user's id and the current situation, and a request is made to pass the advertisement to be presented. The advertisement distribution server 101 can search the server-side database 102 for the attribute of the user and the history of reactions to past advertisements from the user id. Further, in the advertisement distribution server 101, the user's reaction when each advertisement is presented in the past on the server-side database 102, and the “situation, user attribute, history of reaction to other advertisements of the user”, and the like at that time, etc. It is recorded. Based on this record, the probability of the reaction indicated by the user in a certain situation, attribute, history, etc. can be calculated by the probability calculation unit. Based on this, the user's favorable reaction to a plurality of advertisement candidates from the attribute, history, and current situation of the user in the in-vehicle device 111 that made the advertisement request (for example, the place indicated in the advertisement is set as a transit point) The probability calculation unit 103 calculates a probability indicating Using the magnitude of this probability, the advertisement selection unit 104 operates to select an advertisement and pass it to the in-vehicle device 111.

  In other words, in the present embodiment, an advertisement that the user 115 is more likely to set as a transit point based on the probability calculation using the attribute information of the user 115, the situation information of the in-vehicle device 111, and the history of the reaction to the user's advertisement. Since the user 115 is configured to select and present the advertisement, it is possible to realize the distribution of the advertisement with a high advertisement effect.

  Here, since not only the rules but also the probability calculation is used, an appropriate advertisement can be selected more easily and reliably than the advertisement selection method using the rules. In a system that selects advertisements only with simple rules (for example, a rule to select restaurant advertisements during meals), it takes time to create rules, and it is possible to overlook rules or create inappropriate rules. There is. For example, even if a series of advertisements or tie-up advertisements from multiple advertisers show a past advertisement, the route setting probability is higher, without creating special rules. The effect can be used, and even if the attempt is unsuccessful and an advertisement in the past is presented, conversely, even when the waypoint setting probability is low, the determination is appropriately made based on the probability calculation.

  Next, Example 2 which is the best mode for carrying out the second invention will be described in detail with reference to the drawings. FIG. 13 shows a block diagram of Embodiment 2 of the advertisement distribution system according to the present invention. In the figure, the same components as those in FIG. As illustrated in FIG. 13, the advertisement distribution system according to the present exemplary embodiment includes an advertisement distribution server 1301 and an in-vehicle device 1311. The advertisement distribution server 1301 includes a server-side database 1302, a probability calculation unit 1303, an advertisement selection unit 1304, and a server-side control unit 1305, as in FIG. The in-vehicle device 1311 includes an in-vehicle side database 1312, a probability calculation / advertisement selection unit 1313, an advertisement presentation / user reaction acquisition unit 1314, a situation information acquisition unit 1315, and an in-vehicle side control unit 1316. It is assumed that the advertisement distribution server 1301 and the in-vehicle device 1311 can communicate over a network using a mobile phone, for example.

  Each of these operates as follows. In the above-described first embodiment, since the advertisement delivery server 101 is determined to determine the advertisement presentation and then the advertisement is acquired, when the communication speed between the advertisement distribution server 101 and the in-vehicle device 111 is low, it takes time to acquire the advertisement. There is a problem that it may take. Therefore, in the second embodiment, advertisement candidates and information necessary for probability calculation are acquired from the advertisement distribution server 1301 in advance, and at the timing of advertisement presentation, it is determined which advertisement is presented only in the in-vehicle device 1311. To do.

  That is, the in-vehicle device 1311 requests an advertisement candidate on a route set in the navigation system or a predicted route from the advertisement distribution server 1301 at a certain time when starting up or at a certain time (somewhat long). At this time, the in-vehicle device 1311 simultaneously passes information that does not change among the situation information (for example, whether it is a destination, a family member, a lover and a drive, or one person) to the advertisement distribution server 1301.

The advertisement distribution server 1301 passes the advertisement candidate probability table to the in-vehicle device 1311 in addition to the advertisement candidates. Here, for user attributes and status information that does not change, it is not necessary to pass all the values in the probability table to the in-vehicle device 1311, and only a part of the probability table corresponding to the user and the situation may be passed. This is shown in FIG.

  FIG. 14A shows the probability table of the advertisement id000101 shown in FIG. 3A, FIG. 14B shows the attribute and history information of the user id 102135 shown in FIG. The status information which is passed at the time of the advertisement request shown in FIG. Here, for example, since it is known from the user id that the address is “Miyamae Ward”, it is not necessary to return the values of all addresses in the probability table, and the probabilities in the case of Miyamae Ward are extracted. The same applies to other attribute information such as sex and age. The same applies to a destination given as situation information that does not change when an advertisement is requested.

  On the other hand, since the situation information such as the weather can change during driving, the advertisement distribution server 1301 passes all probability values to the in-vehicle device 1311. Also, regarding the “rule”, if it can be determined that the “rule” is not presented based on the attribute and history information and the unchanged status information passed when the advertisement is requested, the rule is excluded from the advertisement candidates. In the case of a rule that depends on information that can change during driving, the advertisement distribution server 1301 also adds a rule and passes it to the in-vehicle device 1311. This is shown in FIG. Information passed from the advertisement distribution server 1301 shown in FIG. 14C to the in-vehicle device 1311 is stored in the in-vehicle side database 1312 of the in-vehicle device 1311.

  As in the case of the first embodiment, the in-vehicle device 1311 determines that an advertisement is presented at regular intervals, for example. At that time, instead of connecting to the advertisement delivery server 1301, the in-vehicle side database 1312 of the in-vehicle device 1311 is referred to extract advertisement candidates that are candidates at the current position. In the first embodiment, the in-vehicle device 1311 calculates the connection probability that was performed on the advertisement distribution server 1301 side, and selects the advertisement to be presented. In addition, the user's reaction to the presented advertisement may be stored in the in-vehicle side database 1312 and the result may be collectively communicated to the advertisement distribution server 1301 later, or to the advertisement distribution server 1301 when the advertisement is presented. May be.

  Next, the operation of each unit will be described in detail with reference to the flowcharts of FIGS. First, operation | movement of the advertisement delivery server 1301 is demonstrated using the flowchart of FIG. When the request type is an advertisement placement request from the advertisement publisher 106, the server-side control unit 1305 of the advertisement distribution server 1301 performs the processing of steps 902 to 904 in FIG. . When the request type is an advertisement request, the server-side control unit 1305 acquires the advertisement request (step 1504 in FIG. 15). Unlike the first embodiment, the advertisement request here is on the route set in the navigation system or on the predicted route with respect to the advertisement distribution server 1301 at the time of starting or every certain time (somewhat long). Requests advertisement candidates. The advertisement request is provided with information indicating the route for making the advertisement request, the user id, and the state of the vehicle that does not change.

  Subsequent to step S1504, the server-side control unit 1305 of the advertisement distribution server 1301 extracts advertisement candidates on the corresponding route from the server-side database 1302 (step 1505 in FIG. 15). In the first embodiment, the advertisement candidate is extracted from the current position. Here, the advertisement candidate is extracted from the given route. In order to realize this, for example, a point at a certain distance (sufficiently short) on the route is extracted, the advertisement candidate extracted in the first embodiment is extracted for each point, and the set sum is taken. A method is conceivable. In addition, when the method of dividing the road into “blocks” having a certain section and performing the advertisement placement in units of blocks, all advertisements published in units of blocks constituting the route may be extracted.

  Next, the advertisement distribution server 1301 selects an advertisement for the extracted advertisement candidate using the advertisement selection unit 1304 (step 1506 in FIG. 15). In the first embodiment, the advertisement selection unit 104 calculates the probability, but in this embodiment, the advertisement selection unit 1304 only evaluates the rules. That is, advertisement candidates that do not comply with the rules are excluded using the status information that does not change given from the in-vehicle device 1311 and the user attribute information and history information extracted from the server-side database 1302 using the user id.

  Then, the server-side control unit 1305 of the advertisement distribution server 1301 returns the advertisement selected by the advertisement selection unit 1304 to the in-vehicle device 1311 (step 1507 in FIG. 15). The returned advertisement includes advertisement placement information such as probability information, rules, advertisement placement location, and payment fee. Here, as for probability information, as described above, only necessary portions are extracted using attributes, history information, and unchanged situation information.

  The in-vehicle device 1311 registers a reaction to the user's advertisement in the advertisement distribution server 1301 at an appropriate timing. When receiving the registration request from the in-vehicle device 1311 (step 1502 in FIG. 15), the advertisement distribution server 1301 records the reaction to the advertisement and the status information at that time in the server-side database 1302 (step 1503 in FIG. 15). The response to the advertisement and the status information at that time are passed from the in-vehicle device 1311. The probability calculation unit 1303 of the advertisement distribution server 1301 operates in the same manner as the probability calculation unit 103 of FIG. However, the joint probability is not calculated.

  Next, operation | movement of the vehicle equipment 1311 is demonstrated using the flowchart of FIG. First, the in-vehicle device 1311 requests the advertisement distribution server 1301 for advertisement candidates on the route set in the navigation system or the predicted route (step 1601 in FIG. 16A). This advertisement candidate request is provided with information indicating the route for making the advertisement candidate request, the user id, and the state of the vehicle that does not change. Subsequently, the advertisement candidate information obtained from the advertisement distribution server 1301 is stored in the in-vehicle database 1312 (step 1602 in FIG. 16A).

  Next, the operation at the time of advertisement presentation will be described. When it is determined that the vehicle-mounted device 1311 presents an advertisement at regular intervals, for example, as in the first embodiment (step 1604 in FIG. 16B), information is acquired from the situation information acquisition unit 1315 (FIG. 16 ( In step 1605 of B), the advertisement to be presented is selected using the probability calculation / advertisement selection unit 1313 (step 1606 in FIG. 16B). In the first embodiment, the processing of step 1606 is requested to the advertisement distribution server 1301 in the first embodiment. However, in the present embodiment, since necessary information is stored in the in-vehicle database 1312 in step 1602, the processing of the in-vehicle device 1311 is performed. The probability calculation / advertisement selection unit 1313 enables advertisement selection on the in-vehicle device 1311 side. The specific processing contents of this part are the same as those shown in step 907, step 1001, step 1002, step 1003, step 1102, step 1103, and step 1104 in the first embodiment.

  Subsequent to step 1606, the in-vehicle device 1311 uses the advertisement presentation / user reaction acquisition unit 1314 to acquire advertisement presentation and a response from the user 115 (step 1607 in FIG. 16B). The processing in step 1607 is the same as that in the first embodiment. The reaction from the user 115 is stored in the in-vehicle side database 1312 (step 1608 in FIG. 16B). At this time, the situation information and history information at that time are also stored. Here, the data is stored in the in-vehicle database 1312, but may be directly transmitted to the advertisement distribution server 1301. Since the saved response from the user 115 and the status information and history information at that time are transferred to the advertisement distribution server 1301 at an appropriate timing, the advertisement distribution server 1301 sends the received advertisement and the response from the user 115 to the server side. Registration in the database 1302 (step 1603 in FIG. 16A).

  Next, the operation and effect of the present embodiment will be described. In this embodiment, the advertisement distribution server 1301 includes a server-side database 1302, a probability calculation unit 1303, an advertisement selection unit 1304, and a server-side control unit 1305, and the in-vehicle device 1311 includes an in-vehicle database 1312, a probability calculation / advertisement selection unit 1313. , An advertisement presentation / user reaction acquisition unit 1314, a situation information acquisition unit 1315, and a vehicle-mounted side control unit 1316. The vehicle-mounted device 1311 acquires advertisement candidates on the planned route from the advertisement distribution server 1301 in advance. At this time, based on information that does not change during driving, advertisement candidates and accompanying probability information are selected and acquired. In the in-vehicle device 1311, when an advertisement is presented to the user 115, the probability that the user 115 exhibits a favorable reaction is obtained from the obtained advertisement candidates for each advertisement candidate, and an advertisement is selected based on the probability, and the advertisement is presented to the user 115. . This operation is the same as that of the advertisement distribution server 101 of the advertisement distribution system of the first embodiment, but communication to the advertisement distribution server 1301 does not occur in this embodiment. In this embodiment, by adopting such a configuration, it is possible to reduce the communication time for making an inquiry to the advertisement distribution server 1301 when presenting an advertisement, and even when the situation is likely to change, the user can receive an appropriate advertisement according to the time. 115 can be presented.

  That is, in this embodiment, information necessary for advertisement selection is stored in advance in the in-vehicle side database 1312 of the in-vehicle device 1311, and when it is determined that the advertisement is presented, the advertisement distribution server 1301 is not inquired. Since the advertisement to be presented inside the in-vehicle device 1311 is determined, the advertisement can be presented in a short time after it is determined that the advertisement is presented, and the time for advertisement presentation can be prevented from being missed. Further, in the present embodiment, since a lot of processing such as probability calculation is performed on the in-vehicle device 1311 side, the load on the advertisement distribution server 1301 can be reduced.

  Next, a third embodiment which is the best mode for carrying out the third invention will be described in detail with reference to the drawings. FIG. 17 shows a block diagram of Embodiment 2 of the advertisement distribution system according to the present invention. In the figure, the same components as those in FIG. As illustrated in FIG. 17, the advertisement distribution system according to the present exemplary embodiment includes an advertisement distribution server 1701 and an in-vehicle device 1711. The advertisement distribution server 1701 includes an input / output device 1702, a data processing device 1703, a program 1704, and a storage device 1705. The in-vehicle device 1711 includes an input / output device 1712, a data processing device 1713, a program 1714, and a storage device 1715. It is assumed that the advertisement distribution server 1701 and the in-vehicle device 1711 can communicate over a network using, for example, a mobile phone.

  Each of these operates as follows. This embodiment is a configuration diagram of a computer that operates according to programs 1704 and 1714 when the embodiment 1 or 2 is configured with programs 1704 and 1714. The data processing devices 1703 and 1713 execute the same processing as the processing by the advertisement distribution server 101 or 1301 and the in-vehicle device 111 or 1311 in the first and second embodiments under the control of the programs 1704 and 1714. To do.

  Thus, when the programs 1704 and 1714 cause the processing operations of the first embodiment to be executed by the computer, the same effects as those of the first embodiment are obtained, and when the processing operations of the second embodiment are executed by the computer, the second embodiment. The same effect can be obtained.

  INDUSTRIAL APPLICABILITY According to the present invention, the present invention can be applied to uses such as distributing advertisements and information to in-vehicle devices, car navigation systems, and the like. In addition, as the advertisement information distribution apparatus that receives advertisement information distribution, the present invention can be applied to a mobile phone or a PDA other than the in-vehicle apparatus.

It is a block diagram which shows the structure of Example 1 of the best form for implementing 1st invention of this invention. It is an example of the historical data preserve | saved at the server side database in the advertisement delivery server in FIG. It is an example of the data showing the probability of performing the waypoint setting for every item preserve | saved at the server side database in the advertisement delivery server in FIG. It is a formula for calculating the probability of setting a waypoint for each item. It is an example of the data showing the attribute and history of the user who made the advertisement request, and the situation at the time of the request. This is an example in which the probability of setting a waypoint for each advertisement candidate is calculated according to the attribute / history and situation of the user who made the advertisement request. This is an equation for determining the probability of setting the waypoint when all items are established from the probability of setting the waypoint for each item. 8 shows a process of deriving the equation shown in FIG. 4 is a flowchart illustrating an operation of a server-side control unit of the advertisement distribution server according to the first embodiment. 4 is a flowchart illustrating an operation of an advertisement selection unit of the advertisement distribution server according to the first embodiment. It is a flowchart which shows operation | movement of the probability calculation part of the advertisement delivery server in Example 1. 3 is a flowchart illustrating an operation of the in-vehicle device according to the first embodiment. It is a block diagram which shows the structure of Example 2 of the best form for implementing 2nd invention of this invention. In Example 2, it is the figure explaining extracting only the required part of probability information using the information which does not change. It is a flowchart which shows operation | movement of the server side control part of the advertisement delivery server in Example 2. 6 is a flowchart illustrating the operation of the in-vehicle device according to the second embodiment. Embodiment 3 of the best mode for carrying out the third invention of the present invention is a computer that operates according to the program when the best mode for carrying out the first and second inventions is configured by the program. FIG.

Explanation of symbols

101, 1301, 1701 Advertisement distribution server 102, 1302 Server side database 103, 1303 Probability calculation unit 104, 1304 Advertisement selection unit 105, 1305 Server side control unit 106 Advertisement publisher 111, 1311, 1711 In-vehicle device 112, 1312 Advertisement presentation / User reaction acquisition unit 113, 1315 Situation information acquisition unit 114, 1316 Car-mounted side control unit 115 User 1313 Probability calculation / advertisement selection unit 1314 Advertisement presentation / user reaction acquisition unit 1702, 1712 Input / output device 1703, 1713 Data processing device 1704, 1714 Program 1705, 1715 Storage device

Claims (20)

The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution system that distributes advertisement information selected from among the advertisement information distribution device via a network,
The advertisement distribution server
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the destination of the advertisement information distribution apparatus at the time of past advertisement information presentation and the user reaction at the time of past advertisement information presentation. Storage means for storing together with the advertisement placement information;
Based on the user attributes read from the storage means and the past advertisement information presenting situation and the history information indicating the user reaction, a probability indicating the user reaction when the advertisement information is presented is calculated. A probability calculation means to
Select advertisement placement information to be distributed from the storage means based on the calculated probability according to an advertisement information distribution request including apparatus identification information from the advertisement information distribution apparatus and status information indicating the current status of the apparatus Ad selection means to
Advertising information distribution means for distributing the selected advertisement placement information as advertisement information to the advertisement information distribution apparatus that has requested the distribution of advertisement information via the network;
Reaction information acquisition means for acquiring the reaction information of the user with respect to the advertisement information distributed to the advertisement information distribution apparatus together with apparatus identification information from the advertisement information distribution apparatus via the network;
Reaction information storage means for storing the reaction information and device identification information acquired by the reaction information acquisition means as history information in the storage means, and the advertisement information delivery device comprises:
Advertisement distribution request means for making the advertisement information distribution request to the advertisement distribution server together with status information and device identification information indicating the current status via the network;
Advertisement information acquisition means for acquiring the advertisement information distributed from the advertisement distribution server via the network;
Advertisement presenting means for presenting the advertisement information acquired by the advertisement information acquiring means to the user;
Response information transmitting means for acquiring the user's reaction information when the advertisement information is presented to the user and transmitting the information along with the device identification information to the advertisement distribution server via the network. Ad delivery system. The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution system that distributes advertisement information selected from among the advertisement information distribution device via a network,
The advertisement distribution server
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the destination of the advertisement information distribution apparatus at the time of past advertisement information presentation and the user reaction at the time of past advertisement information presentation. Storage means for storing together with the advertisement placement information;
According to the advertisement information distribution request including the apparatus identification information from the advertisement information distribution apparatus and the status information indicating the current status of the apparatus, the attribute of the user of the advertisement information distribution apparatus that made the advertisement information distribution request and the situation Based on information, advertisement candidate extraction means for extracting advertisement candidates from the advertisement placement information stored in the storage means,
For each of the extracted advertisement candidates, the user's attributes read from the storage unit, the probability of the reaction indicated by the user when the advertisement candidate is presented to the user, the situation when the past advertisement information was presented, and the user Using the history information indicating the reaction of the user, the attribute of the user corresponding to the device identification information included in the advertisement information distribution request from the advertisement information distribution device, and the status information indicating the current status of the device A probability calculation means to
Based on the calculated probability, an advertisement selection means for selecting an advertisement candidate to be distributed from the extracted advertisement candidates;
Advertisement information distribution means for distributing the selected advertisement candidate as advertisement information to the advertisement information distribution apparatus that has made the advertisement information distribution request via the network;
Reaction information acquisition means for acquiring the reaction information of the user with respect to the advertisement information distributed to the advertisement information distribution apparatus together with apparatus identification information from the advertisement information distribution apparatus via the network;
Reaction information storage means for storing the reaction information and device identification information acquired by the reaction information acquisition means as history information in the storage means, and the advertisement information delivery device comprises:
Advertisement distribution request means for making the advertisement information distribution request to the advertisement distribution server together with status information and device identification information indicating the current status via the network;
Advertisement information acquisition means for acquiring the advertisement information distributed from the advertisement distribution server via the network;
Advertisement presenting means for presenting the advertisement information acquired by the advertisement information acquiring means to the user;
Response information transmitting means for acquiring the user's reaction information when the advertisement information is presented to the user and transmitting the information along with the device identification information to the advertisement distribution server via the network. Ad delivery system. The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution system that distributes advertisement information selected from among the advertisement information distribution device via a network,
The advertisement distribution server
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the movement route of the advertisement information distribution apparatus when the advertisement information distribution apparatus is past and the user reaction when the advertisement information is presented. First storage means for storing together with the advertisement placement information;
In accordance with the advertisement information distribution request including the apparatus identification information from the apparatus to be advertised information distribution apparatus and the situation information indicating the situation where the apparatus does not change, the first storage unit Advertising candidate extraction means for extracting advertising candidates from the advertisement placement information stored in
Based on the attribute information and history information read from the first storage unit, the extracted information is extracted from the device identification information included in the advertisement information distribution request and the status information indicating the status of the device that does not change. An advertisement selection means for selecting an advertisement candidate to be delivered from among the candidate advertisements,
An advertisement candidate distribution unit that distributes the selected advertisement candidate via the network to the advertisement information distribution apparatus that has requested the advertisement information distribution, the advertisement information distribution apparatus comprising:
An advertisement distribution request means for making an advertisement information distribution request to the advertisement distribution server, including apparatus identification information from the advertisement information distribution apparatus via the network and status information indicating a situation in which the apparatus does not change;
Advertisement information acquisition means for acquiring the advertisement candidates distributed from the advertisement distribution server via the network;
Second storage means for storing the user attributes, the situation including at least the moving route at the time of past advertisement information presentation, and history information indicating the user's reaction at the time of past advertisement information presentation, in association with each other;
Advertisement candidate extraction means for extracting an advertisement candidate on a planned travel route from the advertisement candidates distributed from the advertisement distribution server;
The probability of the reaction indicated by the user when the advertisement candidate is presented to the user for each of the extracted advertisement candidates, the user attribute read from the second storage means, and the past advertisement information at the time of presentation Probability calculation means for calculating using the history information indicating the situation and user reaction,
Based on the calculated probability, an advertisement selection means for selecting an advertisement candidate to be distributed from the extracted advertisement candidates;
Advertisement presenting means for presenting the advertisement information selected by the advertisement selecting means to the user;
An advertisement distribution system comprising: reaction information storage means for acquiring reaction information of the user when the advertisement information is presented to the user and storing it in the second storage means. The probability calculation means includes:
Of the one or more items provided in advance for each of the user attributes, the situation at the time of the past advertisement information presentation, and the user reaction at the time of the past advertisement information presentation, an item set in advance according to the abstraction level 4. The advertisement distribution system according to claim 1, wherein the probability is calculated as an item different from the other item, and the probability is calculated for the other item together with the other item. . The probability calculation means includes:
A plurality of preset items among one or more items provided in advance for each of the user attributes, the situation at the time of the past advertisement information presentation, and the user reaction at the time of the past advertisement information presentation The advertisement distribution system according to any one of claims 1 to 3, wherein the advertisement distribution system is created as an item different from other items, and the probability is calculated together with the other items for the other items. The advertisement selection means includes:
The advertisement obtained by multiplying the calculated probability indicating the user's response by the fee paid by the advertisement publisher when the response is shown, and extracting the advertisement extracted according to the expected value The advertisement distribution system according to any one of claims 1 to 5, wherein an advertisement is selected from candidates. The advertisement candidate extraction means includes
Based on the attribute of the user, the situation at the time of the past advertisement information presentation, and the user reaction at the time of the past advertisement information presentation, a rule that is a condition for presenting the advertisement information is set in advance, 4. The advertisement distribution system according to claim 2, wherein advertisement placement information that conforms to the rule is extracted as advertisement candidates from advertisement placement information. The advertisement selection means includes:
The probability calculation means calculates each of one or more items provided in advance for each of the user attributes, the situation when the past advertisement information is presented, and the user's reaction when the past advertisement information is presented. The advertisement distribution system according to any one of claims 1 to 5, wherein an advertisement candidate is selected at random from the extracted advertisement candidates with a probability linked to a plurality of the probabilities. The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution method for distributing advertisement information selected from among the advertisement information distribution device via a network,
A first step of making the advertisement information distribution request to the advertisement distribution server together with status information indicating the current status and device identification information via the network;
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the destination of the advertisement information distribution apparatus at the time of past advertisement information presentation and the user reaction at the time of past advertisement information presentation. The user's attributes and history information indicating the past advertisement information presenting situation and user reaction are read from the storage means that is stored together with the advertisement placement information, and the user information when the advertisement information is presented is read. A second step of calculating a probability of indicating a reaction;
Select advertisement placement information to be distributed from the storage means based on the calculated probability according to an advertisement information distribution request including apparatus identification information from the advertisement information distribution apparatus and status information indicating the current status of the apparatus A third step,
A fourth step of delivering the selected advertisement placement information as advertisement information to the advertisement information delivery device that has made the advertisement information delivery request via the network;
A fifth step of acquiring the advertisement information distributed from the advertisement distribution server via the network;
A sixth step of presenting the advertising information acquired in the fifth step to the user;
A seventh step of acquiring reaction information of the user when the advertisement information is presented to the user and transmitting the information along with the device identification information to the advertisement distribution server via the network;
An eighth step of acquiring the user's reaction information and the identification information transmitted from the advertisement information delivery device in the seventh step via the network;
An advertisement distribution method comprising: a ninth step of storing the reaction information and the device identification information acquired in the eighth step as history information in the storage unit. The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution method for distributing advertisement information selected from among the advertisement information distribution device via a network,
A first step of making the advertisement information distribution request to the advertisement distribution server together with status information indicating the current status and device identification information via the network;
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the destination of the advertisement information distribution apparatus at the time of past advertisement information presentation and the user reaction at the time of past advertisement information presentation. An advertisement information delivery request including device identification information from the advertisement information delivery device and status information indicating the current status of the device from among the advertisement placement information stored in the storage means stored together with the advertisement placement information A second step of extracting advertisement candidates based on the attribute of the user of the advertisement information delivery device that has made the advertisement information delivery request and the situation information,
For each of the extracted advertisement candidates, the user's attributes read from the storage means, the probability of the reaction indicated by the user when the advertisement candidate is presented to the user, the situation when the past advertisement information was presented, and the user Using the history information indicating the reaction of the user, the attribute of the user corresponding to the device identification information included in the advertisement information distribution request from the advertisement information distribution device, and the status information indicating the current status of the device A third step,
A fourth step of selecting advertisement candidates to be distributed from the extracted advertisement candidates based on the calculated probability;
A fifth step of delivering the selected advertisement candidate as advertisement information to the advertisement information delivery apparatus that has made the advertisement information delivery request via the network;
A sixth step of acquiring the advertisement information distributed from the advertisement distribution server via the network;
A seventh step of presenting the advertising information acquired in the sixth step to the user;
An eighth step of acquiring reaction information of the user when the advertisement information is presented to the user and transmitting the information along with the device identification information to the advertisement distribution server via the network;
A ninth step of acquiring the user's reaction information and the identification information transmitted from the advertisement information delivery device in the eighth step via the network;
An advertisement distribution method comprising: a tenth step of storing the reaction information and device identification information acquired in the ninth step as history information in the storage unit. The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution method for distributing advertisement information selected from among the advertisement information distribution device via a network,
A first step of making an advertisement information delivery request including device identification information from the advertisement information delivery device and status information indicating a status of the device not changing to the advertisement delivery server via the network;
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the movement route of the advertisement information distribution apparatus when the advertisement information distribution apparatus is past and the user reaction when the advertisement information is presented. From the advertisement placement information stored in the first storage means that is stored together with the advertisement placement information, an advertisement candidate is determined based on the situation information requested for the advertisement information distribution according to the advertisement information distribution request. A second step of extracting
Based on the attribute information and history information read from the first storage unit, the extracted information is extracted from the device identification information included in the advertisement information distribution request and the status information indicating the status of the device that does not change. A third step of selecting advertisement candidates to be distributed from among the selected advertisement candidates;
A fourth step of distributing, via the network, the selected advertisement candidate to the advertisement target information distribution apparatus that has requested the advertisement information distribution;
A fifth step of acquiring the advertisement candidates distributed from the advertisement distribution server via the network;
A sixth step of extracting an advertisement candidate on a planned travel route from the advertisement candidates distributed from the advertisement distribution server;
The user read from the second storage means for storing the user attributes in association with the history information indicating the situation including at least the moving route at the time of past advertisement information presentation and the user's reaction at the time of past advertisement information presentation When the advertisement candidate is presented to the user for each of the advertisement candidates extracted in the sixth step, using the above-described attributes and the history information indicating the situation at the time of the past advertisement information presentation and the user's reaction. A seventh step of calculating a probability of reaction indicated by the user;
An eighth step of selecting advertisement candidates to be distributed from the extracted advertisement candidates based on the probability calculated in the seventh step;
A ninth step of presenting the advertisement information selected in the eighth step to the user;
An advertisement distribution method comprising: a tenth step of acquiring reaction information of the user when the advertisement information is presented to the user and storing the information in the second storage unit. Calculating the probability of indicating the user's reaction,
Of the one or more items provided in advance for each of the user attributes, the situation at the time of the past advertisement information presentation, and the user reaction at the time of the past advertisement information presentation, an item set in advance according to the abstraction level The advertisement distribution method according to claim 9, wherein the probability is calculated as an item different from the other items, and the probability is calculated for the other item together with the other items. . Calculating the probability of indicating the user's reaction,
A plurality of preset items among one or more items provided in advance for each of the user attributes, the situation at the time of the past advertisement information presentation, and the user reaction at the time of the past advertisement information presentation The advertisement distribution method according to any one of claims 9 to 11, wherein the advertisement distribution method is created as an item different from other items, and the probability is calculated for the other item together with the other item. The step of selecting the advertisement placement information or the advertisement candidate includes:
An expected value of a charge obtained by multiplying the calculated probability indicating the user's reaction and the fee paid by the advertisement publisher when the response is indicated, and the advertisement placement information according to the expected value The advertisement distribution method according to any one of claims 9 to 13, wherein an advertisement is selected from the extracted advertisement candidates. The second step includes
Based on the attribute of the user, the situation at the time of the past advertisement information presentation, and the user reaction at the time of the past advertisement information presentation, a rule that is a condition for presenting the advertisement information is set in advance, 12. The advertisement distribution method according to claim 10, wherein advertisement placement information that conforms to the rule is extracted as advertisement candidates from advertisement placement information. The step of selecting the advertisement placement information or the advertisement candidate includes:
The probability calculation means calculates each of one or more items provided in advance for each of the user attributes, the situation when the past advertisement information is presented, and the user's reaction when the past advertisement information is presented. The advertisement distribution method according to any one of claims 9 to 13, wherein an advertisement candidate is selected at random from the extracted advertisement candidates with a probability linked to a plurality of the probabilities. The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution program for distributing advertisement information selected from among the advertisement information distribution apparatus via a network using a computer,
In the computer,
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the destination of the advertisement information distribution apparatus at the time of past advertisement information presentation and the user reaction at the time of past advertisement information presentation. An advertisement information delivery request including device identification information from the advertisement information delivery device and status information indicating the current status of the device from among the advertisement placement information stored in the storage means stored together with the advertisement placement information A first step of extracting an advertisement candidate based on the attribute of the user of the advertisement information delivery apparatus that has made the advertisement information delivery request and the situation information,
For each of the advertisement candidates extracted in the first step, the user's attribute read from the storage means, and the past advertisement information, the probability of the reaction indicated by the user when the advertisement candidate is presented to the user. History information indicating the situation at the time of presentation and the user's reaction, the attribute of the user corresponding to the device identification information included in the advertisement information delivery request from the advertisement information delivery device, and the situation showing the current status of the device A second step of calculating using information;
A third step of selecting an advertisement candidate to be distributed from the extracted advertisement candidates based on the probability calculated in the second step;
A fourth step of delivering the advertisement candidate selected in the third step as advertisement information to the advertisement information delivery device that has made the advertisement information delivery request via the network;
A fifth step of obtaining, from the advertisement information distribution device, the user's reaction information to the advertisement information distributed to the advertisement information distribution device together with device identification information from the advertisement information distribution device;
An advertisement delivery program, comprising: executing the sixth step of storing the reaction information and the device identification information acquired in the fifth step as history information in the storage unit. The advertisement distribution server storing at least the advertisement placement information from the advertisement publisher, in accordance with the advertisement information distribution request from the mobile advertisement information distribution apparatus that receives the distribution of the advertisement information, An advertisement distribution program for distributing advertisement information selected from among the advertisement information distribution apparatus via a network using a computer,
In the computer,
The attribute of the user of the advertisement information distribution apparatus is associated with the history information indicating the situation including the movement route of the advertisement information distribution apparatus when the advertisement information distribution apparatus is past and the user reaction when the advertisement information is presented. In accordance with the advertisement information distribution request including the device identification information from the advertisement information distribution device and the status information indicating the status of the device, out of the placement information stored in the storage means stored together with the advertisement placement information. A first step of extracting advertisement candidates based on the situation information requested for the advertisement information delivery;
The extracted advertisement candidates based on the user attribute information and history information read from the storage means by the device identification information included in the advertisement information distribution request and the status information indicating the status of the device not changing A second step of selecting advertisement candidates to be delivered from
A third step of delivering the selected advertisement candidate via the network to the advertisement-target information delivery apparatus that has made the advertisement information delivery request. A request is made to distribute advertisement information to the advertisement distribution server storing at least advertisement advertisement information from the advertisement publisher using a computer via the network, and the advertisement distribution server selects the advertisement distribution information from the advertisement distribution information. An advertisement distribution program in a movable advertisement information distribution apparatus that distributes advertisement information via the network,
In the computer,
A first step of making the advertisement information distribution request to the advertisement distribution server together with status information indicating the current status and device identification information via the network;
A second step of obtaining the advertisement information distributed from the advertisement distribution server via the network;
A third step of presenting the advertising information acquired in the second step to the user;
Obtaining the user's reaction information when the advertisement information is presented to the user, and transmitting the information along with the device identification information to the advertisement distribution server via the network. A program for delivering advertisements. A request is made to distribute advertisement information to the advertisement distribution server storing at least advertisement advertisement information from the advertisement publisher using a computer via the network, and the advertisement distribution server selects the advertisement distribution information from the advertisement distribution information. An advertisement distribution program in a movable advertisement information distribution apparatus that distributes advertisement information via the network,
In the computer,
A first step of making an advertisement information delivery request including device identification information from the advertisement information delivery device and status information indicating a status of the device not changing to the advertisement delivery server via the network;
A second step of acquiring the advertisement candidates distributed from the advertisement distribution server via the network;
A third step of extracting advertisement candidates on a planned travel route from the advertisement candidates acquired in the second step;
For each of the advertisement candidates extracted in the third step, the probability of the reaction indicated by the user when the advertisement candidate is presented to the user includes the attribute of the user and at least the moving route when presenting past advertisement information The user's attributes read from the storage means storing the situation and history information indicating the user's reaction at the time of the past advertisement information presentation, the situation at the time of the past advertisement information presentation and the user's reaction A fourth step of calculating using the history information shown;
A fifth step of selecting an advertisement candidate to be distributed from the extracted advertisement candidates based on the probability calculated in the fourth step;
A sixth step of presenting the advertisement information selected in the fifth step to the user;
A program for distributing advertisements, comprising: obtaining the reaction information of the user when the advertisement information is presented to the user and storing the information in the storage unit.

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