JP2016062370A - Reception device, reception method, and reception program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To efficiently increase content distribution target users.SOLUTION: A reception device includes a reception unit and a storage unit. The reception unit receives the submission of a content which is to be distributed to users visiting websites similar to a website provided by a provider of a predetermined content. The storage unit stores information about the content received by the reception unit, in a predetermined storage. In addition, the reception device calculates an index value indicating the degree of association between the website provided by the provider of the content and the other websites, and extracts a content to be distributed to users who visited the other websites for which the calculated index value is a predetermined threshold value or greater.SELECTED DRAWING: Figure 1

Description

  The present invention relates to a reception device, a reception method, and a reception program.

  In recent years, with the rapid spread of the Internet, advertisement distribution based on information acquired via a network is actively performed. As an example of such advertisement distribution, there is an advertisement distribution technique called retargeting. According to such a method, since advertisements are distributed to users who have visited the site even once, advertisements with high CTR (Click Through Rate) and CVR (Conversion Rate) can be distributed.

  As a technique related to the above-mentioned retargeting advertisement, a technique for distributing an advertisement to a similar audience even when the number of audiences that can be specified by the retargeting advertisement is small is known. In addition, different advertising images are distributed according to the behavior pattern of the target user of the retargeting advertisement, and the reduction of the advertising effect is suppressed by avoiding repeated exposure of the advertisement, and the user is encouraged to return to the landing page, A technique for obtaining a high advertising effect is known.

JP 2012-94097 A JP 2014-6684 A

  However, with the above-described conventional technology, it is difficult to efficiently expand the content distribution target users. Specifically, the conventional technology for distributing advertisements to similar audiences only distributes advertisements to users who have a web browsing history similar to the specified audience. In this case, the user to be distributed is not necessarily interested in the retargeting advertisement, and the advertising effect may not be improved. In addition, the conventional technology for distributing different advertising images is a technology for distributing different advertising contents to users who are currently targeted for retargeting advertising, and a technology for expanding the users to be distributed. Is not disclosed.

  In the above description, the advertisement content is taken as an example of the content, and it has been described that it is difficult to efficiently expand the content distribution target user. However, similar problems exist in contents other than advertising purposes. In other words, it is not limited to the example of site retargeting type advertisement distribution as described above, but in the technical field of extracting users who are expected to have a high appeal effect and distributing contents, the user to be distributed is appropriately specified. This is not always possible, and it is difficult to efficiently expand the distribution target users.

  The present application has been made in view of the above, and an object thereof is to provide a reception device, a reception method, and a reception program that can efficiently expand a content distribution target user.

  The reception device according to the present application includes a reception unit that receives a submission of content targeted for distribution to a user who visits a website similar to a website provided by a predetermined content provider, and the reception unit receives the submission of the content And a storage unit that stores information related to the content in a predetermined storage unit.

  According to one aspect of the embodiment, there is an effect that the appeal effect of the content can be enhanced.

FIG. 1 is a diagram illustrating an example of a reception process according to the embodiment. FIG. 2 is a diagram illustrating an example of a reception system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of the advertising device according to the embodiment. FIG. 4 is a diagram illustrating an example of the advertisement information storage unit according to the embodiment. FIG. 5 is a diagram illustrating an example of a user information storage unit according to the embodiment. FIG. 6 is a diagram illustrating an example of the website information storage unit according to the embodiment. FIG. 7 is a diagram illustrating an example of a distribution log storage unit according to the embodiment. FIG. 8 is a flowchart illustrating a reception processing procedure by the advertising device according to the embodiment. FIG. 9 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertising device.

  Hereinafter, a mode for carrying out a reception device, a reception method, and a reception program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. Note that the receiving device, the receiving method, and the receiving program according to the present application are not limited to the embodiment. Moreover, in the following embodiment, the same code | symbol is attached | subjected to the same site | part and the overlapping description is abbreviate | omitted.

[1. (Reception processing)
Hereinafter, an example of a reception process according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of a reception process according to the embodiment. FIG. 1 shows an example in which reception processing and distribution processing are performed by the advertising device 100 corresponding to the reception device according to the present application.

  The advertising device 100 accepts submission of advertising content from the advertiser. The advertising device 100 is a server device that extracts advertising content suitable for the user and distributes the extracted advertising content when receiving a request for advertising distribution from the user. The advertising device 100 uses information related to a user (hereinafter referred to as “user information”), information related to a web page constituting a website (hereinafter referred to as “web page information”), etc. Appropriate matching processing is executed between the target user and the distributed advertising content. In other words, the advertising device 100 extracts appropriate advertising content corresponding to a specific user assumed to have a high appeal effect, and distributes the extracted advertising content to the user. Advertisers who request advertisement distribution (for example, companies that handle products, etc.) use the advertising device 100, and the advertisement content or clicks that are likely to get some result from the user when the advertisement distribution is triggered Distribution of advertising content that is expected to have a high rate, that is, advertising content with high advertising effectiveness is realized.

  The user information means that the user terminal 10, which is an information processing terminal operated by a general user, accesses the website (transmits information indicating that a banner advertisement has been clicked on the web page, or purchases a product on the shopping page. Log data (in other words, a user's action history) and the like. In addition, the user information includes the user's own attribute information (for example, the user's name, age, gender, etc.) derived from membership registration to a specific website, website access history, shopping history purchase history, etc. Address, preferences, annual income, etc.).

  The web page information is information extracted from text included in the web page, for example, and represents information representing the characteristics of the web page. For example, the web page information is information indicating the content of the web page based on the number of appearances of words included in the text in the web page, the appearance frequency, and the like. When there are a plurality of web pages, the advertising device 100 compares the web page information corresponding to each web page to determine whether the web pages are similar to each other.

  In the example of FIG. 1, the advertising content submitted by the advertiser is content displayed in the advertising space included in the web page. The advertising content includes text and images that advertise the business of the advertiser. The advertisement content is linked to a web page provided by the advertiser. A web page that is a link destination of such advertising content is called a landing page (hereinafter sometimes referred to as “LP”). In other words, advertisers are encouraged to move to LP by displaying advertisement content, and are used for business such as browsing web pages provided by themselves or purchasing products on web pages. .

  Further, the advertising content distributed from the advertising device 100 is displayed on the user terminal 10. The user terminal 10 is an information processing device used by a user. The user terminal 10 is, for example, a mobile terminal such as a smartphone, a tablet terminal, or a PDA (Personal Digital Assistant), a desktop PC (Personal Computer), a notebook PC, or the like.

  In the example of FIG. 1, the advertising device 100 according to the embodiment acquires user information and web page information and uses them for distributing advertising content. Below, the outline | summary of the acceptance reception process and delivery process of the advertising content performed by the advertising apparatus 100 is demonstrated along a flow.

  As shown in FIG. 1, the advertiser CL10 submits the advertising content to the advertising device 100 via the advertiser terminal 20 operated by the advertiser CL10 (step S11). Here, when the advertiser CL10 submits the advertising content, the advertiser CL10 can select the user's condition for the advertising content to be distributed. For example, the advertiser CL10 can designate a user condition such that a user who has visited an LP that is a link destination of the advertisement content to be submitted is targeted for distribution. Such ad delivery is called retargeting delivery, and it is highly effective in ad delivery by visiting a web page related to the advertiser once and narrowing the delivery target to users who have viewed the web page. Can be expected to be realized. In other words, the advertising device 100 accepts a designation indicating that retargeting delivery is desired from the advertiser CL10, and delivers advertising content according to the designation.

  Here, the advertising device 100 receives, from the advertiser CL10, a designation as to whether or not “users who have browsed a web page similar to the LP provided by the advertiser” are included in the distribution target. The advertiser CL10 can expand the distribution target user by selecting the user who browsed the web page similar to the LP provided by the advertiser CL10 as the distribution target. For example, when the advertiser CL10 selects only the retargeting distribution, the LP provided by the advertiser CL10 may not have the ability to attract customers and may not be able to secure the distribution target users as many as the number of advertisement contents distributed by the advertiser CL10. On the other hand, the advertiser CL10 selects a user who browsed a web page similar to the LP provided by the advertiser CL10 as a distribution target, so that, for example, a user who viewed a competitor's web page can be a distribution target of his advertising content. It can be. Thereby, the advertiser CL10 can target a user who is assumed to have a higher appealing effect on the advertising content than when only retargeting distribution is selected. In this way, the advertising device 100 accepts submission of advertising content for which a condition related to a distribution target user is specified, and stores the accepted advertising content in a predetermined storage unit.

  Subsequently, a user who is a distribution target of advertisement content will be described. In the example of FIG. 1, the user visits various web pages (step S12). In other words, the user terminal 10 acquires various web pages and displays the acquired web pages on the display unit included in the user terminal 10. As illustrated in FIG. 1, in accordance with a user operation, the user terminal 10 has a web page W01 that is an LP provided by the advertiser CL01, a web page W02 that is an LP provided by the advertiser CL02, and an advertiser CL03. The web page W03 that is the LP to be provided is acquired. Note that the user terminal 10 acquires the web page W01 when the user clicks on the advertisement content provided by the advertiser CL01. Similarly, the user terminal 10 acquires the web page W02 when the user clicks the advertisement content provided by the advertiser CL02, and the web page W03 when the user clicks the advertisement content provided by the advertiser CL03. To get.

  Here, when acquiring the web pages W01 to 03, the user terminal 10 transmits user information to the advertising device 100 (step S13). That is, the user terminal 10 transmits, as user information, an action history of visiting (viewing) the web pages W01 to W03 to the advertising device 100. For example, the user terminal 10 transmits user information to the advertising device 100 using a notification function realized by a web beacon or the like embedded in the web pages W01 to 03. For example, the web beacon has a function of allowing the user terminal 10 that has accessed the web pages W01 to 03 to access a transparent image or a very small image (sometimes referred to as “clear GIF”) stored in the advertising device 100. Have. Thereby, the advertising device 100 can receive and acquire user information from the user terminal 10. Then, the advertising device 100 stores the acquired user information in a predetermined storage unit.

  Subsequently, when receiving a request for advertisement distribution from the user terminal 10, the advertising device 100 extracts advertisement content to be distributed to the user terminal 10 (step S14). For example, when displaying a predetermined web page including an advertising space, the user terminal 10 requests the advertising device 100 to distribute an advertisement in order to acquire advertising content to be displayed in the advertising space. The advertising device 100 transmits the advertisement distribution request by identifying the user terminal 10 using a cookie transmitted from the user terminal 10 and collating the user information for each user terminal 10 that is held. The advertising content corresponding to the user terminal 10 is extracted.

  Here, in the advertising device 100, the user who transmitted the advertisement distribution request has acquired the web page W01, the web page W02, and the web page W03 that are similar to the LP provided by the advertiser CL10. Based on the information, the advertising content submitted from the advertiser CL10 is extracted as the advertising content to be distributed to the user terminal 10.

  Then, the advertising device 100 distributes the extracted advertising content to the user terminal 10 (step S15). The user terminal 10 displays the distributed advertising content in the advertising space of the acquired web page.

  In addition, the advertising device 100 distributes advertising revenue to the advertisers CL01 to CL03 that have provided information for extracting advertising content to be distributed to the user terminal 10 (step S16). That is, the advertisers CL01 to CL03 provide information on the user terminal 10 to the advertising device 100 by embedding a predetermined tag (for example, a notification function such as a web beacon) in their web page, and the web page The information is provided to the advertising device 100. In this case, the advertising device 100 uses the advertising fee acquired from the advertiser CL10 according to the degree of contribution of the advertisers CL01-03 to the distribution of the advertising content submitted by the advertiser CL10 to the user terminal 10. Distribute to CL01 to CL03. As described above, the advertising device 100 distributes the advertising fee to give the advertisers CL01 to CL03 an incentive to provide information. Further, even if the advertisers CL01 to 03 have clicked on the advertisement content provided by the advertisers CL01-03 and did not bring profits to them, advertisement distribution based on the information provided by the advertisers CL01 to 03 is performed thereafter. You can earn a profit about advertising.

  As described above, the advertising device 100 according to the embodiment accepts submission of advertising content targeted for delivery to a user who visited a website similar to the website provided by the advertiser of the predetermined advertising content. Then, the advertising device 100 stores information regarding the accepted advertising content in a predetermined storage unit.

  In other words, the advertising device 100 according to the embodiment is not limited to a user who visits an LP provided by the advertisement apparatus 100, but also an advertisement targeted for distributing advertisement content not only to a user who visits a website similar to the LP provided by the advertisement device 100. Accept content submissions. As described above, for advertisers who use the retargeting type advertisement distribution service, if the website provided by the advertiser does not have the ability to attract customers, the number of users who can distribute the advertisement content cannot be secured sufficiently. , The desired advertisement effect may not be obtained. On the other hand, according to the advertising device 100 according to the embodiment, the advertiser can submit advertising content included in the distribution target even for a user who visited a similar website, so that more users can be distributed. It can be. Further, according to the advertising device 100 according to the embodiment, the advertiser distributes a user who visits a website similar to his / her own website, in other words, a user who is interested in a product or service provided by the advertiser. Since it can be added as a target, there is a high possibility that advertising content with a high appealing effect can be distributed. As described above, according to the advertising device 100 according to the embodiment, it is possible to efficiently expand the range of the user layer to which the advertising content is distributed.

[2. Configuration of reception system]
Next, the configuration of the reception system 1 including the advertising device 100 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the reception system 1 according to the embodiment. As illustrated in FIG. 2, the reception system 1 according to the embodiment includes a user terminal 10, an advertiser terminal 20, a web server 30, and an advertising device 100. These various devices are communicably connected via a network N by wire or wireless. Note that the reception system 1 illustrated in FIG. 2 may include a plurality of user terminals 10, a plurality of advertiser terminals 20, and a plurality of web servers 30.

  The user terminal 10 is an information processing apparatus operated by a user. For example, the user terminal 10 accesses the web server 30 to obtain a web page from a website provided from the web server 30 and displays the obtained web page on a display device (for example, a liquid crystal display).

  The advertiser terminal 20 is an information processing device used by an advertiser who requests the advertising device 100 to distribute an advertisement. The advertiser terminal 20 submits advertising content to the advertising device 100 in accordance with an operation by the advertiser. In addition, the advertiser terminal 20 specifies a condition regarding a user who is a target for distributing the submitted advertisement content. For example, the advertiser terminal 20 designates a condition such as whether or not a user who has viewed a web page similar to the LP provided by the advertiser terminal 20 is a distribution target, as a condition of a user who is a distribution destination of advertisement content. To do.

  In some cases, the advertiser uses the advertiser terminal 20 to request an agency for such submission without submitting the advertising content to the advertising device 100. In this case, it is the agency that submits the advertising content to the advertising device 100. In the following, the term “advertiser” is a concept that includes not only the advertiser but also the agency, and the term “advertiser terminal” includes the agency device used by the agency as well as the advertiser terminal. It is assumed to be a concept.

  The web server 30 is a server device that provides various web pages when accessed from the user terminal 10. The web server 30 provides various web pages related to, for example, a news site, a weather forecast site, a shopping site, a finance (stock price) site, a route search site, a map providing site, a travel site, a restaurant introduction site, and a web blog. Further, the web server 30 provides an LP serving as a link destination of the advertisement content provided by the advertiser.

  The web page distributed by the web server 30 includes an advertising space for displaying advertising content. The web page including the advertisement space includes an advertisement acquisition command for acquiring advertisement content to be displayed in the advertisement space. For example, a URL (Uniform Resource Locator) of the advertising device 100 is described as an advertisement acquisition command in an HTML (HyperText Markup Language) file that forms a web page. In this case, the user terminal 10 receives the distribution of the advertising content from the advertising device 100 by accessing a URL described in an HTML file or the like.

  As described above, the advertising device 100 uses the user information and the web page information to distribute the advertising content to the user terminal 10 that has acquired the web page similar to the LP provided by the advertiser. It is.

  As described above, the advertising device 100 identifies the user terminal 10 and identifies the user terminal 10 that distributes the advertising content when distributing the advertising content. For example, the user can be identified by including user identification information in a cookie exchanged between the web browser of the user terminal 10 and the advertising device 100. However, the method for identifying the user is not limited to the above. For example, a dedicated program may be set in the user terminal 10 and user identification information may be transmitted to the advertising device 100 from the dedicated program. As a result, the advertising device 100 can associate the user terminal 10 that has transmitted the user information with the user terminal 10 that has transmitted the advertisement distribution request, and therefore, the advertisement suitable for the user terminal 10 that has transmitted the advertisement distribution request. Content can be extracted.

[3. Configuration of Advertising Device 100]
Next, the configuration of the advertising device 100 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the advertising device 100 according to the embodiment. As illustrated in FIG. 3, the advertising device 100 includes a communication unit 110, a storage unit 120, and a control unit 130.

(About the communication unit 110)
The communication unit 110 is connected to the network N by wire or wireless, and transmits / receives information to / from the user terminal 10, the advertiser terminal 20, and the web server 30. For example, the communication unit 110 is realized by a NIC (Network Interface Card) or the like.

(About the storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. The storage unit 120 includes an advertisement information storage unit 121, a user information storage unit 122, a website information storage unit 123, and a distribution log storage unit 124.

(Regarding the advertisement information storage unit 121)
The advertisement information storage unit 121 stores information related to advertisement content submitted from the advertiser terminal 20. Further, the advertisement information storage unit 121 stores designation of conditions relating to a delivery destination user set by the advertiser in association with the submitted advertisement content. Here, FIG. 4 illustrates an example of the advertisement information storage unit 121 according to the embodiment. In the example illustrated in FIG. 4, the advertisement information storage unit 121 includes “advertiser ID”, “advertisement content ID”, “LP”, “similar distribution option”, “use permission”, “CPM (Cost Per Mille)”. It has items such as.

  The “advertiser ID” indicates identification information for identifying the advertiser or the advertiser terminal 20. “Advertising content ID” indicates identification information for identifying the advertising content submitted from the advertiser to the advertising device 100.

  “LP” indicates a landing page to which the advertising content is linked. The notation “W01” shown in FIG. 4 represents identification information for identifying an LP and conceptually represents information about the LP. The information on the LP stored in the advertisement information storage unit 121 may be an HTML file or the like constituting the LP, or information indicating a URL (Uniform Resource Locator) where the LP data is placed. .

  In the following, the identification information stored in the items of the advertiser ID, the advertisement content ID, and the LP shown in FIG. 4 may be used as a reference code for the advertiser, the advertisement content, and the LP. For example, the advertiser identified by the advertiser ID “CL01” is “advertiser CL01”, the advertisement content identified by the advertisement content ID “AD01” is “advertisement content AD01”, or the LP “W01”. The LP identified by may be denoted as “LPW01”. Since LP is a web page linked to the advertising content, LP “W01” may be replaced with web page “W01”.

  “Similar delivery option” indicates selection of an option as to whether or not a user who has viewed a web page similar to LP is also included in the advertisement delivery target. In the example illustrated in FIG. 4, the advertisement content in which “1” is described in the item of the similar distribution option has an option of whether or not to include the user who browsed the web page similar to the LP as the target of the advertisement distribution. Indicates that “Yes” is specified. In this case, it indicates that the advertisement content can be distributed to a user who has viewed a web page similar to LP. On the other hand, the advertisement content in which “0” is described in the item of the similar distribution option indicates that the user who browsed the web page similar to the LP is not the distribution target.

  “Usage permission” indicates whether or not the advertiser permits the advertising apparatus 100 to use information related to the web page provided by the advertiser. In the example shown in FIG. 4, the advertiser whose use permission item is “1” has “permitted” to allow the advertising device 100 to use information related to the web page provided by the advertiser. Show. On the other hand, an advertiser having “0” written in the use permission item indicates that the advertisement apparatus 100 is not permitted to use information related to the web page provided by the advertiser. An advertiser whose usage permission is “1” embeds a predetermined tag for providing information to the advertising device 100 in a web page provided by the advertiser. As a result, the advertiser provides the web page information to the advertising device 100. In addition, the advertiser can embed a predetermined tag to transmit the access information to the advertising device 100 when the user terminal 10 accesses a website provided by the user terminal 10.

  “CPM” indicates the unit of the advertising fee for the advertising content. The CPM indicates a fee per 1000 times that advertisement content is distributed to a web page. For example, if the CPM of the advertising content is “400 yen” and the number of browsing (page views) of the web page on which the advertising content is distributed is 1000 times, the advertiser sets “400 yen” to the advertising device 100. Pay as an advertising fee.

  For example, FIG. 4 shows an example in which the advertiser CL01 identified by the advertiser ID “CL01” submits the advertisement content AD01 identified by the advertisement content ID “AD01”. Further, the link destination of the advertising content AD01 is the web page “W01” which is LP, and the advertiser CL01 has the similar designation option “Yes” and the usage permission is “Allowed”. Further, the CPM of the advertising content AD01 is “400 yen”.

  Note that the advertisement content data that is actually distributed to the user terminal 10 may be stored in a predetermined advertisement distribution server provided separately from the advertising device 100. In this case, the advertising device 100 identifies the advertising content stored in the external advertising distribution server based on the advertising content ID stored in the advertising information storage unit 121. Then, the advertising device 100 controls the advertisement distribution server to distribute the specified advertisement content to the user terminal 10.

(User information storage unit 122)
The user information storage unit 122 stores information related to users who are advertisement content distribution candidates. Specifically, the user information storage unit 122 stores a user action history acquired from the user terminal 10.

  Here, FIG. 5 illustrates an example of the user information storage unit 122 according to the embodiment. FIG. 5 is a diagram illustrating an example of the user information storage unit 122 according to the embodiment. In the example illustrated in FIG. 5, the user information storage unit 122 includes items such as “user ID” and “behavior information”. The “behavior information” includes items such as “browsing page” and “date and time”.

  “User ID” is identification information for identifying the user terminal 10 and the user. In FIG. 5, the user ID is written as “U11”, for example. This indicates that the user terminal 10 is identified by the user ID “U11”. Note that the user ID matches the reference code of the user who operates the user terminal 10. That is, the user terminal 10 identified by the user ID “U11” is assumed to be a terminal device operated by the user “U11”.

  “Behavior information” indicates a user's behavior history. In the example of FIG. 5, the user information storage unit 122 is assumed to store information related to the browsing behavior of the user's web page. The “browsing page” indicates information for identifying a web page browsed by the user (that is, acquired by the user terminal 10). “Date and time” indicates the date and time when the user browsed the web page.

  For example, FIG. 5 illustrates an example in which the user terminal 10 operated by the user U11 identified by the user ID “U11” browses the web page W01 at “18:30 on September 10, 2014”.

  Although not shown in FIG. 5, the user information storage unit 122 may store user behavior information such as an access history to a website and a purchase history at a shopping site. The user information storage unit 122 may store a device ID that is information for identifying the user terminal 10 itself. Unlike the user ID, the device ID indicates identification information recorded in the terminal device itself. In addition, the user information storage unit 122 may store a user's name, age, sex, and the like as user attribute information.

(About the website information storage unit 123)
The website information storage unit 123 stores information about websites and web pages that constitute the websites. Here, FIG. 6 shows an example of the website information storage unit 123 according to the embodiment. In the example illustrated in FIG. 6, the website information storage unit 123 includes items such as “advertiser ID”, “advertisement content ID”, “LP”, and “relevance”. Further, the “relevance” includes items such as “target LP” and “similarity”.

  “Advertiser ID”, “Advertising content ID”, and “LP” correspond to the items shown in FIG. “Relationship” indicates information related to the relationship between the web page indicated in the item of LP and another LP. In the “target LP”, information for identifying a web page that is an LP provided by another advertiser other than the LP shown in the item of LP is described.

  “Similarity” indicates the similarity between the web page indicated in the item “LP” and the web page indicated in the target LP. As shown in FIG. 6, the “similarity” is indicated by a predetermined index value. For example, the similarity is indicated by an index value that takes values from “0” to “1”. As the index value approaches 1, the web page indicated in the item “LP” and the “target LP” It shows that the web page shown in the item of is similar.

  For example, FIG. 6 illustrates an example in which the advertiser “CL01” has submitted the advertising content “AD01” and the link destination of the advertising content AD01 is the web page “W01”. The similarity between the web page “W01” and the web page “W02” as the target LP is “0.30”, and the similarity between the web page “W01” and the web page “W03” is “0”. .20 ”, and the similarity between the web page“ W01 ”and the web page“ W10 ”is“ 0.55 ”.

(About distribution log storage unit 124)
The distribution log storage unit 124 stores a log related to the distribution of advertisement content. Here, FIG. 7 illustrates an example of the distribution log storage unit 124 according to the embodiment. In the example illustrated in FIG. 7, the distribution log storage unit 124 includes a user information file including a group of log information including items such as “advertisement content ID”, “user ID”, and “date and time when advertisement content is distributed”. Store F01. For example, the logs constituting the user information file F01 are stored in the user information file F01 at the timing when the advertisement content is distributed.

  “Advertising content ID” indicates identification information for identifying the advertising content. In FIG. 7, the advertisement content ID is written as “AD = AD10”, for example. This indicates that the advertising content distributed to the user is the advertising content identified by “AD01”. The advertisement content ID corresponds to the advertisement content ID shown in FIG.

  “User ID” indicates identification information for identifying the user terminal 10 to which the advertising content is distributed. In FIG. 7, the user ID is written as “UserID = U11”, for example. This indicates that the user to whom the advertisement content is distributed is the user identified by “U11”. The user ID corresponds to the user ID shown in FIG.

  “Date and time when advertisement content is distributed” is represented by a numerical value such as “2014/09 / 10_20: 30” in FIG.

  For example, an example of the log configuring the user information file F01 shown in FIG. 7 is that the advertisement content AD01 identified by the advertisement content ID “AD01” is “September 10, 2014, 20:30” with the user ID “ It shows that the user U11 identified by “U11” has been distributed to the user terminal 10 operated.

  The distribution log storage unit 124 does not exist inside the advertising device 100, and may be a predetermined log storage server connected to the outside, for example. In this case, the acquisition unit 133 to be described later can acquire a log stored in a predetermined log storage server via the network N.

(About the control unit 130)
In the control unit 130, for example, various programs stored in a storage device inside the advertising device 100 are executed by using a RAM (Random Access Memory) as a work area by a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like. It is realized by doing. The control unit 130 is realized by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA).

  As illustrated in FIG. 3, the control unit 130 includes a submission receiving unit 131, a storage unit 132, an acquisition unit 133, a calculation unit 134, a request reception unit 135, an extraction unit 136, a distribution unit 137, And a revenue distribution unit 138, which realizes or executes information processing functions and operations described below. Note that the internal configuration of the control unit 130 is not limited to the configuration illustrated in FIG. 3, and may be another configuration as long as the information processing described below is performed. Further, the connection relationship between the processing units included in the control unit 130 is not limited to the connection relationship illustrated in FIG. 3, and may be another connection relationship.

(About the submission acceptance part 131)
The submission accepting unit 131 accepts submission of advertisement content. In addition to the submission of the advertisement content, the submission receiving unit 131 also applies the URL of the LP that is the link destination of the advertisement content and the user who browsed the web page similar to its own LP to the advertisement content. Accepts selection of options to include or not.

  In addition, the submission accepting unit 131 provides information regarding LPs to which the advertising content is linked to the advertiser who is submitting the advertising content, and uses the information for the advertisement distribution of other advertisers. Accept selection of whether to allow or not. When the advertiser “permits” such use, the advertiser causes a predetermined tag to be embedded in the LP provided by the advertiser. As a result, the advertiser provides the advertising device 100 with information related to the user who has viewed his / her LP and information regarding his / her LP.

(About the storage unit 132)
The storage unit 132 stores the advertisement information received by the submission receiving unit 131 in the advertisement information storage unit 121. Specifically, the storage unit 132 selects the advertisement content accepted by the submission accepting unit 131 and the option specified for the advertisement content, and the advertiser uses his / her information for the advertisement distribution of other advertisers. The advertisement information storage unit 121 stores the association with the selection of whether or not to allow the advertisement.

(About the acquisition unit 133)
The acquisition unit 133 acquires information about a user who is a target of advertisement distribution and information about a web page. For example, the acquisition unit 133 acquires the user's action history and the user's attribute information based on the action history log of the user terminal 10 transmitted from the web server 30 and the user's registration information. In addition, the acquisition unit 133 acquires information related to the distribution of advertisement content from the distribution log storage unit 124. In addition, the acquisition unit 133 acquires information on a web page provided by an advertiser who has permitted other advertisers to use the information and has a predetermined tag embedded therein.

  For example, the acquisition unit 133 acquires information about texts constituting the web page as information about the web page. The acquisition unit 133 acquires, for example, the types of words that appear in the text constituting the web page, the number of appearances, and the like.

  In addition, the acquisition unit 133 stores the acquired information in a predetermined storage unit. For example, the acquisition unit 133 stores information related to the distribution of advertisement content in the advertisement information storage unit 121. In addition, the acquisition unit 133 stores information related to user attributes in the user information storage unit 122. In addition, the acquisition unit 133 stores information regarding the web page in the website information storage unit 123.

(About the calculation unit 134)
The calculation unit 134 calculates the degree of association between web pages based on the information acquired by the acquisition unit 133. For example, the calculation unit 134 calculates an index value indicating the similarity between web pages as information indicating the degree of association.

  For example, the calculation unit 134 calculates an index value indicating the similarity based on the feature information indicating the feature of the web page. As an example of feature information, the calculation unit 134 generates a word vector indicating a feature of a web page, and calculates the similarity between the word vectors (for example, the cosine similarity between the word vectors).

  For example, the calculation unit 134 generates a word vector for each web page based on information obtained by morphological analysis of text included in the web page acquired by the acquisition unit 133. That is, the calculation unit 134 decomposes the text included in the web page for each word. Then, the calculation unit 134 generates a word vector corresponding to the web page based on the type of word included in the web page and the number of appearances of the word in the web page. For example, the calculation unit 134 generates a word vector corresponding to a web page by giving an element “1” for a word appearing on a web page and giving an element “0” for a word that does not appear. In this case, the calculation unit 134 may generate a word vector using a technique for extracting feature words by a known feature extraction algorithm such as tf-idf (Term Frequency-Inverse Document Frequency).

  And the calculation part 134 calculates the similarity of the word vectors produced | generated for every web page. Specifically, the calculation unit 134 calculates the cosine similarity between the word vector corresponding to the web page to be processed and the word vector corresponding to the web page whose similarity is to be calculated. As described above, when the calculation unit 134 generates a word vector corresponding to the web page, the calculation unit 134 calculates a predetermined numerical value indicated in the range of “0 to 1” as the cosine similarity between the word vectors. calculate. The calculation unit 134 stores the calculated numerical value in the item “similarity” of the website information storage unit 123 as an index value indicating the similarity.

  Note that the calculation unit 134 may refer to the user's action history stored in the user information storage unit 122 for selection of the web page for calculating the similarity. That is, the calculation unit 134 may preferentially calculate the similarity between the web page visited by the user and the web page visited before and after the visit of the web page by the user. Generally, it is conceivable that the user moves between web pages and browses web pages with the intention of acquiring similar information. For this reason, the calculation unit 134 can easily calculate useful information for use in the extraction process described later by calculating the similarity of the web page based on the user's behavior history.

(About the request reception unit 135)
The request reception unit 135 receives a request regarding distribution of advertisement content. For example, the request reception unit 135 receives an HTTP (HyperText Transfer Protocol) request included in a web page displayed by the user terminal 10 as an advertisement content acquisition request.

  In this case, the request reception unit 135 receives an advertisement distribution request transmitted from the user terminal 10 and also receives information for identifying the user terminal 10. For example, the request reception unit 135 receives a cookie transmitted from the user terminal 10. Then, the request reception unit 135 sends the received information to the extraction unit 136 described later.

(About the extraction unit 136)
The extraction unit 136 extracts advertisement content distributed to the user. Specifically, the extraction unit 136 is based on the information related to the advertising content, the information related to the user, and the information related to the web page, and the advertising content assumed to have the highest appeal effect for the user who transmitted the distribution request. To extract. For example, when the similarity between a web page visited by a user and a web page that is a link destination of a predetermined advertisement content is equal to or greater than a predetermined threshold, the extraction unit 136 may link the link destination of the predetermined advertisement content. Therefore, the predetermined advertisement content is extracted as an advertisement content to be distributed to the user as a relatively high possibility of being interested in the web page.

  Below, the extraction process which the extraction part 136 performs is demonstrated concretely. When the request reception unit 135 receives an advertisement distribution request from the user U11, the extraction unit 136 refers to information regarding the user U11 stored in the user information storage unit 122. For example, as illustrated in FIG. 5, the extraction unit 136 refers to an action history that the user U11 has visited the web page W01, the web page W02, and the web page W03. In this case, in this behavior history, the user U11 visits the web page W01 by clicking the advertisement content AD01 provided by the advertiser CL01, and also clicks the advertisement content AD02 provided by the advertiser CL02. This indicates that the user visited the web page W02 by clicking the advertisement content AD03 provided by the advertiser CL03. Here, it is assumed that the user U11 does not have an action history of visiting the web page W10 that is LP provided by the advertiser CL10.

  Subsequently, the extraction unit 136 refers to information on LPs similar to the web pages W01 to W03 visited by the user U11. That is, the extraction unit 136 refers to the similarity between the web page W01, the web page W02, the web page W03, and LPs provided by other advertisers. Then, when the similarity between the web page visited by the user U11 and the LP provided by another advertiser is equal to or greater than a predetermined threshold, the extraction unit 136 and the web page visited by the user U11 and other advertisements It is determined that the LP provided by the Lord is similar. The extraction unit 136 provides, for example, a web page visited by the user U11 and another advertiser when a similarity of “0.30” or more is calculated as a predetermined threshold set for the similarity. It is determined that LP is similar. Then, the extraction unit 136 extracts the advertising content AD10 that links to the web page W01 having a history of visits by the user U11, the web page W02, and the web page W10 similar to the web page W03. In other words, the extraction unit 136 extracts the advertisement content AD10 as a delivery candidate based on an action history that the user U11 has visited a web page similar to the web page W10. In the above example, the extraction unit 136 may extract the advertisement content AD10 for the user who visited the web page W01 having the highest similarity with the web page W10, as shown in FIG. You may extract advertisement content AD10 only with respect to the user who visited all the similar web pages W01-W03.

  As described above, the extraction unit 136 extracts the advertisement content AD10 distributed to the user U11 based on the action history of the user U11 who visited the web page W10 that is an LP similar to the LP provided by the advertiser CL10. As described above, according to general retargeting advertisement distribution, the advertisement content AD10 submitted by the advertiser CL10 is extracted as a distribution candidate only for the user who visited the web page W10. On the other hand, according to the extraction unit 136 according to the embodiment, the advertisement content AD10 submitted by the advertiser CL10 is also sent to the user U11 who has never visited the web page W10 that is the LP provided by the advertiser CL10. Extracted as a delivery candidate. Thereby, the advertiser CL10 can distribute the advertising content AD10 to the user U11 who is not normally the target of distributing the advertising content AD10. That is, the advertiser CL10 can efficiently expand the user layer to which the advertising content AD10 is distributed.

(About distribution unit 137)
The distribution unit 137 distributes the advertisement content extracted by the extraction unit 136 to the user terminal 10 that has transmitted the advertisement distribution request. Specifically, the distribution unit 137 specifies the advertisement content extracted by the extraction unit 136 from the advertisement information storage unit 121 and distributes the specified advertisement content to the user terminal 10.

  The distribution unit 137 stores a log including information for identifying the user terminal 10 to which the advertising content is distributed, information for identifying the distributed advertising content, and information regarding the date and time when the advertising content is distributed. Stored in 124.

(About the revenue distribution unit 138)
The revenue distribution unit 138 distributes the revenue from the advertisement distribution to the advertiser. Specifically, the revenue sharing unit 138 provides information to other advertisers who provided information that triggered the delivery of advertising content to users who visited a web page similar to the LP provided by a given advertiser. An advertisement fee collected from a predetermined advertiser is distributed based on the degree of contribution of the information provided.

  For example, the revenue distribution unit 138 distributes revenue based on the similarity between web pages as the contribution of the provided information. In the specific example of the above-described extraction process, the extraction unit 136 selects web pages W01 to 03 having a similarity with the web page W10 of “0.30” or more which is a predetermined threshold among the web pages visited by the user U11. The example which extracted the advertising content distributed to the user U11 using the information which the user U11 visited was shown. In this case, the extraction unit 136 receives advertisements from the advertisers CL01 to CL03 by providing information on the web pages W01 to W03 similar to the web page W10 and information on users who have visited the web pages W01 to W03. The advertising content AD10 submitted from the main CL10 was extracted as advertising content to be distributed to the user U11. Then, the distribution unit 137 distributes the extracted advertisement content AD10 to the user U11. That is, it can be said that the advertiser CL10 was able to deliver the advertising content AD10 to the user U11 based on the information provided from the advertisers CL01 to CL03.

  At this time, the revenue distribution unit 138 distributes the advertising revenue obtained by the advertising device 100 by distributing the advertising content AD10 to the user U11 to the other advertisers CL01-03. In the above advertisement distribution, the higher the similarity between the web page used for the extraction process and the LP of the advertisement content to be distributed, the more accurately the advertisement distribution that captures the interest of the user U11 becomes possible. I can say that. That is, it can be said that an advertiser who provides information on a web page having a high degree of similarity to the web page W10 has a higher contribution in a series of advertisement distribution processes in which the advertisement content AD10 is distributed to the user U11. Therefore, the revenue distribution unit 138 distributes a relatively high amount of money to the advertiser CL01 that provides information related to the web page W01 having a high degree of similarity to the web page W10 as compared to the advertiser CL02 and the advertiser CL03. Calculate the distribution amount.

  As an example of the calculation of the distribution amount, the revenue distribution unit 138 distributes an amount of a predetermined percentage of the revenue obtained from the advertiser CL10 to other advertisers who are information providers as “information provision consideration”. To do. Then, the revenue distribution unit 138 calculates the amount to be distributed to the advertiser in accordance with the ratio of the similarity between the plurality of web pages that triggered the distribution of the advertising content AD10 to the user U11 in the information providing consideration. . For example, it is assumed that the revenue distribution unit 138 obtains the ratio of the degree of similarity between the plurality of web pages W01 to W03. For example, the revenue distribution unit 138 obtains the ratio of the similarity by using the sum of the similarities of the web pages W01 to W03 as a denominator and the similarity of each web page as a numerator. In this case, the ratio of the similarity of the web page W01 is “0.55 / 0.55 + 0.40 + 0.35” = “0.423”. Similarly, the similarity ratio of the web page W02 is “0.40 / 0.55 + 0.40 + 0.35” = “0.308”, and the similarity ratio of the web page W03 is “0.35 / 0.55 + 0.40 + 0.35 ”=“ 0.269 ”. Then, the revenue distribution unit 138 calculates the amount to be distributed to each advertiser by multiplying the information providing consideration by the ratio of the similarity. For example, when the information provision consideration is “10000” yen, the revenue distribution unit 138 calculates “10000 × 0.423” = “4230” yen as the amount to be distributed to the advertiser CL01. Similarly, the revenue distribution unit 138 calculates “10000 × 0.308” = “3080” yen as the amount to be distributed to the advertiser CL02, and “10000 × 0.269” as the amount to be distributed to the advertiser CL03. = "2690" yen is calculated. Then, the revenue distribution unit 138 distributes the calculated amount to each advertiser.

  The above distribution process is an example, and the revenue distribution unit 138 may distribute the distribution amount calculated by another method to the advertiser. For example, the revenue distribution unit 138 may distribute the same amount to all advertisers who have provided information, or may distribute all of the information provision consideration to the advertiser with the highest contribution.

  Thus, the revenue distribution unit 138 distributes revenue to the advertiser based on the similarity of the web pages provided by the advertiser. In other words, the revenue distribution unit 138 distributes revenue to advertisers who are information providers based on the degree of contribution of each advertiser in the advertisement distribution process. As a result, the information provider (the advertiser whose usage permission item is “permitted” in FIG. 4) is displayed on a similar web page even if the user did not convert due to the distribution of his / her advertising content. By assuming that the user is a visitor, another advertiser can distribute the advertisement content, thereby obtaining a profit from the advertisement. For this reason, there is an incentive for information providers to actively use information. In addition, for advertisers who want to distribute advertisements, the user base that is targeted for advertisement distribution is expanded by using information that cannot be used normally, such as information about users who visit web pages of other companies in the same industry. The distributed advertisement can be realized.

[4. Processing procedure)
Next, a procedure of distribution processing executed by the advertising device 100 according to the embodiment will be described with reference to FIG. FIG. 8 is a flowchart illustrating a reception processing procedure by the advertising device 100 according to the embodiment.

  As shown in FIG. 8, in the advertising device 100, an option for distribution is specified by an advertiser who desires distribution of advertising content to a user who visits a web page similar to the LP provided by the advertising device 100. Acceptance of advertisement content is accepted (step S101).

  Subsequently, the advertising device 100 determines whether or not a distribution request for advertising content has been received from the user (step S102). When the advertising device 100 has not received a distribution request for advertising content (step S102; No), the advertising device 100 waits until it is received.

  On the other hand, when the advertising device 100 receives a distribution request for advertising content (step S102; Yes), the advertising device 100 identifies the user who transmitted the distribution request (step S103). Then, the advertising device 100 extracts advertising content corresponding to the user based on the identified user action history and the like (step S104).

  Then, the advertising device 100 distributes the extracted advertising content (step S105). Subsequently, the advertising device 100 calculates a distribution amount according to the degree of contribution to the advertiser who has provided information regarding the distribution process (step S106). Based on the calculated distribution amount, the advertising device 100 distributes the advertising revenue obtained from the advertiser to which the advertising content has been distributed to the advertiser who is the information provider (step S107).

[5. (Modification)
The embodiment described above may be implemented in various different forms other than the above embodiment. Accordingly, other embodiments will be described below.

[5-1. Degree of contribution〕
In the embodiment described above, the revenue distribution unit 138 has shown an example in which revenue is distributed based on the similarity between web pages as the contribution of the provided information. However, the present invention is not limited to the above example, and the revenue distribution unit 138 calculates the contribution degree of other advertisers (information providers) using an index value other than the similarity between web pages, and distributes the revenue from the advertising fee. Good.

  For example, the revenue distribution unit 138 may use the number of visits the user has visited to a web page similar to the LP provided by the advertiser as the degree of contribution of the provided information. That is, the revenue distribution unit 138 obtains the contribution degree of other advertisers for the distribution of the advertisement based on the information on the web page that the user visits more frequently, and distributes according to the contribution degree. Calculate the amount.

Further, the revenue distribution unit 138 may use the amount of information transmitted as information on the browsing behavior and purchasing behavior of the user on a web page similar to the LP provided by the advertiser, as the degree of contribution of the provided information. In other words, the revenue distribution unit 138 calculates the contribution of other advertisers who have provided such information with respect to the amount of information transmitted to the behavior information that can be estimated that the user is more interested,
You may calculate the amount of distribution according to this contribution.

  Further, the revenue distribution unit 138 may obtain the degree of contribution of the provided information based on an index value indicating an advertising effect such as CTR of advertising content submitted by another advertiser. For example, when a user visits a web page similar to the LP provided by the advertiser due to a click on advertising content with a high CTR, the advertising content linked to the similar web page is similar to the user. It can be said that the advertising content was highly effective in attracting the web pages. Therefore, it is assumed that other advertisers who have submitted such advertising content have a high degree of contribution to the advertisement distribution to users who have visited similar web pages, and the revenue distribution unit 138 determines that the contribution is based on the contribution degree. The distribution amount may be calculated.

[5-2. (Relevance)
In the said embodiment, the calculation part 134 showed the example which calculates the similarity degree between web pages based on the information extracted from the text contained in a web page as a relevance degree between web pages. However, the calculation unit 134 is not limited to the above example, and the calculation unit 134 calculates an index value other than the degree of similarity between the web pages, and resembles the LP provided by the advertiser with a web page having the index value equal to or greater than a predetermined threshold. You may determine with a web page.

  For example, the calculation unit 134 may calculate an index value indicating the degree of association based on the number of times the user has visited a website similar to the website provided by the advertiser. That is, the calculation unit 134 can also calculate the degree of association based on user behavior information that a large number of specific websites have been visited. Moreover, the calculation part 134 is good also considering whether it is a web page searched by a search engine by the search query common to LP which an advertiser provides as a relevance degree between web pages. In this case, the calculation unit 134 can set the number of common search queries and the like as the relevance level. In addition, the calculation unit 134 includes, for example, information such as the number of images that are included in a website and the information tagged with the image is common, and whether the common website has a link destination. It may be used as the degree of association between web pages.

[5-3. Learning)
Further, the acquisition unit 133 may acquire information such as CTR of the advertisement content after the advertisement content extracted by the extraction unit 136 is distributed. That is, the acquisition unit 133 acquires the display count of the advertisement content, the number of times the advertisement content is clicked by the user, and the like. In other words, the acquisition unit 133 acquires information related to the advertising effect of the advertising content distributed to users who visit similar web pages.

  Then, the extraction unit 136 may learn and adjust the extraction process performed by the extraction unit 136 based on the information related to the advertisement effect acquired by the acquisition unit 133. For example, if the extraction unit 136 determines that the advertisement effect is low even for the advertisement content distributed to the user who visited the web page with the high degree of relevance calculated by the calculation unit 134, the extraction unit 136 thereafter The user who visited the page may not be the distribution target of the advertising content. Or you may make it the extraction part 136 not use the web page used as the opportunity of such advertisement delivery with a low advertisement effect for the extraction process of advertisement content. As described above, the advertising device 100 can realize the distribution of the advertising content with a higher advertising effect by learning the extraction process based on the information related to the advertising effect of the distributed advertising content.

  Note that the acquisition unit 133 is not limited to CTR, but may acquire CVR (Conversion Rate) indicating the percentage of conversion to the number of times the advertisement content is displayed, as the information related to the advertisement effect. Good.

[5-4. (Ad extract)
In addition, in the extraction of the advertising content, the extraction unit 136, when there are a plurality of advertising content corresponding to web pages with similar degrees of similarity, the advertising fee (that is, the CPM of the advertising content or the bid price of the advertising content) It is also possible to preferentially extract advertisement contents related to advertisers with high CTRs or advertisement contents with high CTRs. Then, the distribution unit 137 distributes the extracted advertisement content to the user terminal 10.

[5-5. website〕
In the above embodiment, as shown in FIG. 6, for example, the calculation unit 134 calculates the similarity between the LP provided by the advertiser and the target LP. However, the similarity calculated is limited to this example. I can't. For example, the calculation unit 134 may calculate the similarity between web pages that are not LPs, or may calculate the similarity of the entire website provided by the advertiser. The calculation unit 134 may also use the user action date and time as shown in FIG. 5 for calculating the similarity. For example, the calculation unit 134 may calculate the degree of similarity between web pages by giving more weight to an action history with a newer user action date and time. Thereby, the calculation unit 134 can easily calculate a similarity degree such that a web page in which the user is interested is determined as a similar web page.

[5-6. Others]
In addition, among the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or the processes described as being performed manually can be performed. All or a part can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the document and drawings can be arbitrarily changed unless otherwise specified. For example, the various types of information illustrated in each drawing is not limited to the illustrated information.

  Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured.

  For example, the advertisement information storage unit 121, the user information storage unit 122, the website information storage unit 123, and the distribution log storage unit 124 illustrated in FIG. May hold. In this case, the advertising device 100 acquires advertising information and the like from the storage server.

  Further, for example, in the above-described embodiment, the example in which the advertising device 100 distributes the advertising content has been described. However, the main body that distributes the advertising content may be a predetermined server device different from the advertising device 100. In this case, the advertising device 100 causes the user to distribute the advertising content by sending information identifying the extracted advertising content to a predetermined server device. In addition, for example, the advertising device 100 described above includes a submission acceptance device having a submission acceptance unit 131 and a storage unit 132, an extraction device having an acquisition unit 133, a calculation unit 134, and an extraction unit 136, and a request acceptance unit. 135 and a distribution device having a distribution unit 137 and a distribution device having a revenue distribution unit 138.

[6. Hardware configuration)
Further, the advertising device 100 according to the embodiment described above is realized by a computer 1000 having a configuration as shown in FIG. 9, for example. Hereinafter, the advertisement apparatus 100 will be described as an example. FIG. 9 is a hardware configuration diagram illustrating an example of a computer 1000 that implements the functions of the advertising device 100. The computer 1000 includes a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

  The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400 and controls each unit. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, a program depending on the hardware of the computer 1000, and the like.

  The HDD 1400 stores a program executed by the CPU 1100, data used by the program, and the like. The communication interface 1500 receives data from other devices via the communication network 500 (corresponding to the network N) and sends the data to the CPU 1100, and transmits data generated by the CPU 1100 to other devices via the communication network 500. .

  The CPU 1100 controls an output device such as a display and a printer and an input device such as a keyboard and a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. Further, the CPU 1100 outputs the data generated via the input / output interface 1600 to the output device.

  The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads such a program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. Etc.

  For example, when the computer 1000 functions as the advertising device 100 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 130 by executing a program loaded on the RAM 1200. The HDD 1400 stores data in the storage unit 120. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them, but as another example, these programs may be acquired from other devices via the communication network 500.

[7. effect〕
As described above, the advertising device 100 according to the embodiment includes the submission receiving unit 131 and the storage unit 132. The submission accepting unit 131 accepts submission of advertisement content targeted for delivery to a user who visited a website similar to a website provided by an advertiser of predetermined advertisement content (an example of content). The storage unit 132 stores information regarding the advertising content received by the submission receiving unit 131 in a predetermined storage unit.

  As described above, in the retargeting distribution of advertising content, the advertising device 100 according to the embodiment targets not only a website provided by the advertiser itself but also a user who visits a website similar to the website. Accept trafficking of advertising content. That is, according to the advertising device 100 according to the embodiment, since the advertiser can add users who are interested in the products and services provided by the advertiser as distribution targets, the advertiser distributes advertising content with a high appealing effect. The possibility that it can be increased. As described above, according to the advertising device 100 according to the embodiment, it is possible to efficiently expand the range of the user layer to which the advertising content is distributed.

  In addition, the advertising device 100 according to the embodiment includes a calculation unit 134 that calculates an index value indicating a degree of association between a website provided by an advertiser and another website, and an index value calculated by the calculation unit 134. It further includes an extraction unit 136 that extracts advertisement content to be distributed to the user, with a user who visits another website that is equal to or greater than a predetermined threshold as a distribution target.

  As described above, the advertising device 100 according to the embodiment obtains the advertisement content to be distributed to users who have visited the related websites by obtaining the relationship between the website provided by the advertiser and other websites. Extract. Thereby, the advertising device 100 can determine with high accuracy a user who is assumed to be interested in the advertising content to be distributed by the advertiser, the product or service provided by the advertiser, or the like. Thereby, the advertising device 100 can distribute the advertising content to a user who is assumed to have a high appeal effect.

  Further, the calculation unit 134 uses the information extracted from the text included in the website provided by the advertiser and the information extracted from the information included in the text included in the other website as the index value indicating the degree of association. The similarity is calculated.

  As described above, the advertising device 100 according to the embodiment calculates the degree of association based on the information included in the website (or the web page constituting the website). In other words, the advertising device 100 calculates the relevance level of the website using the feature information indicating the feature of the website. Thereby, since the advertising device 100 can determine a similar website with high accuracy, it is possible to extract a user who is assumed to have a high appealing effect on the advertising content with high accuracy and distribute the advertising content.

  In addition, the calculation unit 134 calculates an index value indicating the degree of association based on the number of times the user has visited a website similar to the website provided by the advertiser.

  As described above, the advertising device 100 according to the embodiment calculates the relevance based on the number of times the user has visited the website. That is, the advertising device 100 can add to the calculation of the degree of association also the action information of the user that has visited many specific websites, and therefore can determine a similar website with higher accuracy. As a result, the advertising device 100 can distribute advertising content with a high appeal effect.

  In addition, the advertising device 100 according to the embodiment includes a distribution unit 137 that distributes the advertising content extracted by the extraction unit 136 to a user who visited a website similar to the website provided by the advertiser, and a distribution unit 137. A revenue distribution unit 138 that distributes profits obtained from an advertiser to an information provider who is a website provider similar to the website provided by the advertiser when the advertisement content is distributed to the user; It has further.

  As described above, the advertising device 100 according to the embodiment is based on the similarity of the web page provided by another advertiser (that is, the information provider), and the revenue from the advertising fee paid by the advertiser who distributed the advertising content. Is distributed to information providers. For this reason, according to the advertising device 100, it is possible to make the information provider incentive to actively use the information. Thereby, the advertising device 100 can promote the provision of information such as information on a user who has visited a similar website. For this reason, for the advertiser, it is possible to realize the advertisement distribution in which the user layer is expanded by using information related to other advertisers.

  Further, the revenue distribution unit 138 distributes the profits from the content distribution to the information provider based on the index value calculated by the calculation unit 134.

  As described above, the advertising device 100 according to the embodiment distributes the revenue to the information provider according to the degree of association between the website provided by the advertiser and the website provided by the information provider. That is, according to the quality of the information provided by the information provider, the information provider can obtain income related to the advertisement. For this reason, according to the advertising device 100, for example, even when the information provider is an advertiser and another company in the same industry, an incentive to actively use information can be activated. And it becomes easy for an advertiser to use more useful information. Thereby, the advertising device 100 can efficiently expand the range of the user layer to which the advertising content is distributed.

  As described above, some of the embodiments of the present application have been described in detail based on the drawings. It is possible to implement the present invention in other forms with improvements.

  In addition, the “section (module, unit)” described above can be read as “means” or “circuit”. For example, the calculation unit can be read as calculation means or a calculation circuit.

DESCRIPTION OF SYMBOLS 1 Reception system 10 User terminal 20 Advertiser terminal 30 Web server 100 Advertising apparatus 110 Communication part 120 Storage part 121 Advertising information storage part 122 User information storage part 123 Website information storage part 124 Distribution log storage part 130 Control part 131 Submission reception Unit 132 Storage unit 133 Acquisition unit 134 Calculation unit 135 Request reception unit 136 Extraction unit 137 Distribution unit 138 Revenue distribution unit

Claims (8)

A reception unit that accepts submission of content targeted for delivery to a user who visited a website similar to a website provided by a predetermined content provider;
A storage unit for storing information on the content received by the reception unit in a predetermined storage unit;
A reception device comprising: A calculation unit that calculates an index value indicating a degree of association between the website provided by the provider and another website;
An extraction unit for extracting the content to be distributed to the user, the distribution target being the user who visited the other website whose index value calculated by the calculation unit is equal to or greater than a predetermined threshold;
The receiving apparatus according to claim 1, further comprising: The calculation unit includes:
As an index value indicating the degree of association, a similarity between information extracted from text included in a website provided by the provider and information extracted from information included in text included in another website calculate,
The receiving apparatus according to claim 2, wherein The calculation unit includes:
Calculating an index value indicating the degree of association based on the number of times the user visits a website similar to the website provided by the provider;
The accepting device according to claim 2 or 3, wherein A distribution unit that distributes the content extracted by the extraction unit to a user who visited a website similar to the website provided by the provider;
When the content is distributed to the user by the distribution unit, distribution profits obtained from the provider are distributed to information providers who are website providers similar to the website provided by the provider. A distribution unit to
The receiving apparatus according to claim 2, further comprising: The distributor is
Based on the index value calculated by the calculation unit, distributes profits from content distribution to the information provider.
The receiving apparatus according to claim 5, wherein An extraction method performed by a computer,
An accepting step of accepting submission of content targeted for delivery to a user who visited a website similar to the website provided by a predetermined content provider;
A storage step of storing information on the content received by the reception step in a predetermined storage unit;
The reception method characterized by including. An acceptance procedure for accepting submission of content targeted for delivery to a user who visited a website similar to the website provided by the predetermined content provider;
A storage procedure for storing information on the content received by the reception procedure in a predetermined storage unit;
A reception program characterized by causing a computer to execute.

Images