JP2023055138A - Advertisement distribution apparatus, advertisement distribution method, and program - Google Patents

Abstract

To provide an advertisement distribution apparatus which can distribute an advertisement that matches a behavioral habit or taste of a user appropriately, an advertisement distribution method, and a program.SOLUTION: An advertisement distribution apparatus includes: a settlement information acquisition unit which acquires settlement information in an electronic settlement service that processes a settlement related to a purchased in a real store; a similarity determination unit which determines, on the basis of, a history of the settlement information, whether a settlement behavior of a user related to the settlement information is similar to settlement behavior of a specific user group; and an advertisement content providing unit which provides, when a determination is made that the settlement behavior of the user related to the settlement information is similar to the settlement behavior of the specific user group, an advertisement content to a user terminal device used by the user related to the settlement information.SELECTED DRAWING: Figure 1

Description

The present invention relates to an advertisement delivery device, an advertisement delivery method, and a program.

2. Description of the Related Art Conventionally, a technology is known that analyzes a user's preference for content and distributes advertisements that match the analyzed preference. For example, Patent Literature 1 discloses a technique for analyzing user preferences based on user attributes and content access information and distributing advertisements that match the analyzed preferences.

Japanese Unexamined Patent Application Publication No. 2021-71881

The technology described in Patent Literature 1 analyzes user preferences based on user access information for online content such as web pages. As described above, the conventional technology considers the user's behavior information online, and, for example, does not consider the user's behavior information at a physical store that sells goods or services. As a result, there are cases where it is not possible to appropriately distribute advertisements that match the user's behavioral habits and preferences.

The present invention has been made in consideration of such circumstances, and provides an advertisement distribution device, an advertisement distribution method, and a program capable of appropriately distributing advertisements that match the user's behavior habits and preferences. One of the purposes is to

According to one aspect of the present invention, a payment information acquisition unit acquires payment information in an electronic payment service that processes payments related to purchases at physical stores, and a user's payment related to the payment information based on the history of the payment information. a similarity determination unit that determines whether or not the behavior is similar to the payment behavior of a specific user group; an advertising content providing unit that provides advertising content to a user terminal device used by a user related to the payment information when determined.

ADVANTAGES OF THE INVENTION According to aspects of the present invention, it is possible to provide an advertisement distribution device, an advertisement distribution method, and a program capable of appropriately distributing an advertisement that matches a user's behavioral habits and preferences.

1 is a diagram showing an example of a configuration for realizing an electronic payment service; FIG. 1 is a diagram illustrating a general flow of electronic payment; FIG. It is a figure which shows an example of a settlement completion screen. It is a figure which shows an example of an advertiser exclusive page. 2 is a configuration diagram of a settlement server 100; FIG. 4 is a diagram showing an example of contents of user information 172. FIG. 4 is a diagram showing an example of contents of store information 176. FIG. 4 is a diagram showing an example of contents of segment information 178. FIG. It is a figure which shows an example of the content of the advertisement delivery conditions 180. FIG. FIG. 10 is a diagram showing an example of advertisement content distributed to users who satisfy advertisement distribution conditions 180. FIG. It is a figure which shows an example of the content of 178 A of segment information. It is a figure which shows an example of the content of 180 A of advertisement delivery conditions. It is a figure which shows an example of the advertisement content distributed to the user who satisfy|fills 180 A of advertisement distribution conditions. 4 is a flow chart showing an example of the flow of processing executed by the settlement server 100. FIG. It is a block diagram of 100 A of payment servers based on a modification. 3 is a diagram showing a screen IM1, which is an example of an interface screen provided to an advertiser terminal device 70. FIG. It is a figure which shows an example of the content of the advertisement bid information 184. FIG. 4 is a flow chart showing an example of the flow of processing executed by the settlement server 100. FIG. FIG. 11 is a configuration diagram of a settlement server 100B according to a second embodiment; FIG. 13 is a diagram showing an example of the contents of a learned model 178B; 4 is a diagram showing a screen IM2, which is an example of an interface screen provided to the advertiser terminal device 70. FIG. It is a figure which shows an example of the content of advertisement bid information 184B.

[First embodiment]
Hereinafter, embodiments of an advertisement distribution device, an advertisement distribution method, and a program according to a first embodiment of the present invention will be described with reference to the drawings. An advertisement distribution device is realized by one or more processors. The advertisement distribution device is a device that distributes advertisements accompanying electronic payment services. An electronic payment service is a service that supports payment related to purchase of goods and services at a store. A store is mainly a physical store (actual store) that exists in real space, unlike a virtual store related to electronic commerce. Although the mechanism of the present invention does not necessarily exclude the application of a virtual shop related to electronic commerce, the shops targeted by the present invention include at least real shops.

[Electronic payment service]
FIG. 1 is a diagram showing an example of a configuration for realizing an electronic payment service. An electronic payment service is implemented centering on the payment server 100 . The settlement server 100 communicates with, for example, one or more user terminal devices 10, one or more shop terminal devices 50, and one or more advertiser terminal devices 70 via the network NW. The network NW includes, for example, the Internet, a LAN (Local Area Network), wireless base stations, provider devices, and the like.

The user terminal device 10 is, for example, a portable terminal device such as a smart phone or a tablet terminal. The user terminal device 10 is a computer device having at least an optical reading function, a communication function, a display function, an input reception function, and a program execution function. In the following description, configurations for realizing these functions are respectively referred to as a camera, a communication device, a touch panel, a CPU (Central Processing Unit), and the like. In the user terminal device 10, the payment application 20 is executed by a processor such as a CPU, so that it operates in cooperation with the payment server 100 to provide the user with an electronic payment service. The payment application 20 controls a camera, a communication device, a touch panel, and the like.

The store terminal device 50 is installed, for example, in a store. The store terminal device 50 is a computer device having at least a product price acquisition function, an optical reading function, a program execution function, and a communication function. The store terminal device 50 includes a so-called POS (Point of Sale) device, and the POS device may realize the product price acquisition function and the optical reading function. The store code image 60 is placed in a store and is a code image such as a QR code (registered trademark) printed on a medium such as paper or plastic. Note that the store code image 60 may be displayed on a display placed at the store.

The advertiser terminal device 70 is a terminal device used by a person (advertiser) who intends to display an online advertisement (hereinafter simply an advertisement) included in a settlement completion screen, which will be described later. The advertiser terminal device 70 may be any computer device that can be connected to the network NW, such as a personal computer, smart phone, or tablet terminal.

The payment server 100 realizes electronic payment based on payment information received from the user terminal device 10 or the store terminal device 50 . The settlement server 100 performs electronic settlement, for example, by increasing or decreasing balance information managed in association with a user ID (in other words, depositing and withdrawing electronic money). The electronic payment may include a method such as revolving payment or credit payment that enables purchase of a larger amount than the balance information at the time of purchase.

FIG. 2 is a diagram illustrating a general flow of electronic payment. There may be two types of electronic payment: pattern 1 and pattern 2. In the case of pattern 1, first, the payment application 20 is activated on the user terminal device 10, and a code image such as a QR code or barcode is displayed. The user holds up (presents) the display surface of the user terminal device 10 to the shop terminal device 50 . The shop terminal device 50 decodes the code image with the optical reading function and acquires information such as the user ID. The shop terminal device 50 then generates payment information including the user ID, payment amount, shop ID, etc., and transmits the payment information to the payment server 100 . The information on the payment amount is acquired in advance by reading a bar code, manually inputting it, or the like. The payment server 100 performs payment processing based on the received information.

In the case of pattern 2, the user terminal device 10 with the payment application 20 activated decodes the store code image 60 by the optical reading function. The store code image 60 includes information such as the store name. The user inputs the settlement amount into the user terminal device 10 on the screen on which the store name and the like are displayed. Then, the user terminal device 10 generates payment information including the user ID, payment amount, store ID, etc., and transmits the payment information to the payment server 100 . The payment server 100 performs payment processing based on the received information. It should be noted that electronic payment may be performed only in one of the above patterns.

When electronic payment is completed, a completion notification is sent from the payment server 100 to the user terminal device 10 . The user terminal device 10 displays a payment completion screen in response to the received notification of completion. The completion notification is, for example, in the form of a web page. FIG. 3 is a diagram showing an example of a settlement completion screen. The payment completion screen displays, for example, an area A1 where information about the store where the payment was made is displayed, an area A2 where the payment amount and the like are displayed, and points (an example of benefits) given to the user as a result of the payment are displayed. area A3 where advertisements by advertisers are displayed, area A4 where advertisements by advertisers are displayed, and so on. The advertiser is mainly a business operator different from the operator of the payment server 100 (the operator of the payment server 100 may also be the advertiser). This advertisement is selected by a method such as second pricing based on the bid amount (bid amount) by the advertiser. The advertiser makes a bid using the advertiser terminal device 70 . When the advertisement is posted and clicked (tapped) by the user, the advertiser pays the operator of the settlement server 100 an amount corresponding to the bid amount. Details regarding advertisements will be described later. In the present embodiment, the advertiser is a member store of the electronic payment service provided by the operator of the payment server 100, in other words, a store that permits the user to make an electronic payment using the electronic payment service. shall be

When the user taps the advertisement indicated by area A4 on the user terminal device 10, the payment server 100 causes the screen to transition to a dedicated page on the electronic payment service of the advertiser who posted the tapped advertisement. The user can acquire coupons (benefits) that can be used for electronic payment discounts and the like through the advertiser-dedicated page to which the transition is made.

FIG. 4 is a diagram showing an example of an advertiser-only page. The advertiser-dedicated page includes an area A5 in which outline information of the advertiser's store is displayed, an area A6 in which detailed information on the advertiser's store is switchably displayed using tabs, and the like. As shown in FIG. 4, for example, when the user taps "Coupon", which is one tab included in area A6, coupons that the user can use for electronic payment at the store are displayed. The user can acquire the displayed coupon, for example, by further tapping the displayed coupon. The settlement server 100 stores the content information of the coupon acquired by the user in the coupon application information of the user information 172, which will be described later. A coupon acquired by a user for a certain store is automatically applied when electronic payment is made at the store, and, for example, processing such as a discount is executed.

In FIGS. 3 and 4, as an example, when the user taps the advertisement content displayed on the payment completion screen, the page transitions to the advertiser-dedicated page, and the coupon is acquired on the advertiser-dedicated page of the transition destination. explained the case of However, the present invention is not limited to such a configuration, and for example, the advertising content itself may be a coupon. In that case, the user acquires the coupon by tapping the coupon displayed on the settlement completion screen, and the settlement server 100 converts the content information of the coupon acquired by the user into the coupon application information of the user information 172 described later. Store. Alternatively, the payment server 100 may cause the screen of the user terminal device 10 to transition to a dedicated page for acquiring a coupon by tapping the coupon displayed on the payment completion screen.

[Settlement server]
FIG. 5 is a configuration diagram of the settlement server 100. As shown in FIG. The payment server 100 includes, for example, a communication unit 110, a payment content providing unit 120, a payment processing unit 130, an advertisement distribution unit 150, and a storage unit 170. The advertisement distribution unit 150 includes, for example, a payment information acquisition unit 152, a segment information generation unit 154, and an advertisement content provision unit 156. Each of the payment information acquisition unit 152, the segment information generation unit 154, and the advertisement content provision unit 156 is implemented by, for example, a hardware processor such as a CPU executing a program (software). Some or all of these components are hardware (circuit part; circuitry) or by cooperation of software and hardware. The program may be stored in advance in a storage device (a storage device with a non-transitory storage medium) such as a HDD (Hard Disk Drive) or flash memory, or may be stored in a removable storage such as a DVD or CD-ROM. It may be stored in a medium (non-transitory storage medium) and installed in the storage device by loading the storage medium into the drive device.

The storage unit 170 is an HDD, flash memory, RAM (Random Access Memory), or the like. The storage unit 170 may be a NAS (Network Attached Storage) device that can be accessed by the settlement server 100 via a network. The storage unit 170 stores information such as user information 172, payment content information 174, store information 176, segment information 178, advertisement delivery conditions 180, advertisement content information 182, and the like.

The communication unit 110 is a communication interface for connecting to the network NW. The communication unit 110 is, for example, a network card.

The payment content providing unit 120 has, for example, a function of a web server, and provides the user terminal device 10 with information (contents) for displaying various screens of the electronic payment service, including the above-described payment completion screen, A coupon that can be used in an electronic payment service is given to the user according to an operation such as tapping by the user. The payment content providing unit 120 appropriately reads necessary content from the payment content information 174 and provides it to the user terminal device 10 . The user terminal device 10 accepts various inputs from the user while the content is being reproduced by the payment application 20 , and transmits the above-described payment information and the like to the payment server 100 .

The payment processing unit 130 performs payment processing based on payment information transmitted from the user terminal device 10 or the shop terminal device 50 . The payment processing unit 130 performs payment processing while referring to the user information 172 .

FIG. 6 is a diagram showing an example of the contents of the user information 172. As shown in FIG. The user information 172 is, for example, a user ID associated with information such as balance information, contact information, credit information, coupon provision information, and payment history information. The balance information is information indicating the balance of electronic money set by the user in advance by remittance from a bank deposit or the like to the electronic settlement service. The balance information may be automatically added by auto-charging accompanying the payment process. The contact information is the information entered by the user when subscribing to the electronic payment service. The credit information is information indicating whether revolving payment or the like is approved. Coupon provision information is information indicating the content of coupons (privileges) obtained and provided by the user. The payment history information is information indicating details of payments made by the user (date and time, shop ID of the shop where the purchase was made, payment amount, etc.) for each payment.

Information about stores is managed as store information 176 . FIG. 7 is a diagram showing an example of the contents of the shop information 176. As shown in FIG. The store information 176 is, for example, a store ID associated with information such as a store category, location, payment pattern, and the like. The store category may be one-level information, or may be information having a hierarchical structure of two or more levels. For example, information such as "Japanese food", "restaurant", and "restaurant" may be given as a superordinate concept of "sushi" shown in the figure. The location may be represented by hierarchical code information such as JIS code. The payment pattern is information indicating which of pattern 1 and pattern 2 described above can be used for payment.

[Ad Distribution]
The advertisement distribution unit 150 performs processing for displaying advertisement content on the user terminal device 10 . The advertisement distribution unit 150 is an example of an “advertisement distribution device”. Although the advertisement distribution unit 150 is assumed to be one function of the payment server 100 in this embodiment, the advertisement distribution unit 150 (advertisement distribution device) may be a separate device from the payment server 100 .

The payment information acquisition unit 152 acquires payment information in the electronic payment service. The payment information is information that is generated and transmitted to the payment server 100 each time payment is made at a physical store, as described with reference to FIG. For example, the payment information is provided to the payment information acquisition unit 152 in parallel with being provided to the payment processing unit 130 and reflected in the user information 172 .

The segment information generation unit 154 aggregates and categorizes the payment history information included in the user information 172 of a plurality of users, thereby generating segment information 178 indicating the payment behavior of a specific group of users, and storing it in the storage unit 170. Store. FIG. 8 is a diagram showing an example of the content of the segment information 178. As shown in FIG. The segment information 178 is, for example, information such as store category, location, store ID, payment frequency, payment time zone, payment price range, corresponding number of persons, etc., associated with the segment ID. Each record of the segment information 178 is obtained by summing up the number of users who satisfy the set store category, location, store ID, settlement frequency, settlement time zone, and settlement price range as the corresponding number of users. For example, the record with the segment ID "S001" exists in Chiyoda Ward and is distributed to three stores with store IDs "001", "007", and "010" whose store category is "sushi" at least once a week. indicates that there are 100 or more users who make payments of 1000 yen or more and 2000 yen or less during the time period from 11:00 to 12:00. For example, while changing the combination of store category, location, store ID, payment frequency, payment time zone, and payment price range, the segment information generation unit 154 calculates the number of people corresponding to each combination based on the user information 172 of a plurality of users. are aggregated, and a record of the segment information 178 is generated as a combination in which the number of relevant persons is equal to or greater than a threshold value (for example, 50 persons). This makes it possible to acquire information about a group of users exhibiting characteristic payment behavior.

When payment information is acquired by the payment information acquisition unit 152 and the payment information satisfies the advertisement distribution condition 180 set based on the segment information 178, the advertisement content provision unit 156 is used by the user related to the payment information. advertising content related to the payment behavior of a particular group of users corresponding to the segment information 178. FIG. 9 is a diagram showing an example of the contents of the advertisement delivery conditions 180. As shown in FIG. The advertisement distribution condition 180 is, for example, a distribution condition ID associated with information such as a segment ID, distribution conditions, and distribution content. Each record of the advertisement distribution condition 180 defines a payment behavior similar to the payment behavior of the user group of the segment corresponding to the segment ID as a distribution condition, and the content of the advertisement content to be distributed when the distribution condition is satisfied. It is defined as the content of distribution. For example, the record with the delivery condition ID "C001" indicates that the user who has made payment at only two of the three shops with the shop IDs "001", "007", and "010" will receive the payment at the third shop. It stipulates that the advertising content of In this way, by distributing advertising content related to the settlement behavior of the user group to users whose settlement behavior is similar to that of the user group of the segment, the advertising effect of the advertisement can be enhanced. The advertisement distribution condition 180 is an example of a "predetermined condition". The advertising content providing unit 156 can also be expressed as functioning as a “similarity determining unit” that determines the similarity of payment behavior based on the segment information 178 and the advertisement distribution conditions 180 .

In this embodiment, the distribution conditions and distribution contents are set in advance by, for example, the operator of the payment server 100, but the advertisement distribution conditions 180 are automatically set based on the segment information 178. may be generated. For example, the segment information 178 includes items such as store category, location, store ID, settlement frequency, settlement time zone, and settlement price range. Delivery conditions may be automatically set to deliver the advertising content to the user. Further, for example, information similar to the segment information 178 is generated for each user based on the payment history information included in the user information 172, and the similarity between the generated information and the segment information 178 is expressed as the distance between the vectors. A delivery condition may be set such that if the calculated distance is equal to or less than a threshold, the advertising content is delivered to the user.

FIG. 10 is a diagram showing an example of advertisement content distributed to users who satisfy advertisement distribution conditions 180. As shown in FIG. FIG. 10 shows an example of advertising content distributed to users who satisfy the distribution condition ID "C001" shown in FIG. That is, the user has payment history information using only two of the three sushi restaurants in Chiyoda-ku indicated by the segment with the segment ID “S001”, but has a history of making payments at the remaining one restaurant. do not have. Therefore, the advertising content providing unit 156 causes the user terminal device 10 of the user to display the advertising content A4 regarding the remaining one store. The advertising content A4 displayed at this time is determined in advance to be displayed to users who have used two sushi restaurants in Chiyoda Ward. Therefore, for example, the creator of the advertising content A4 can improve the advertising effectiveness of the advertisement by creating in advance appealing content related to services that are not provided at these two sushi restaurants (for example, "one slice of bluefin tuna is free"). can increase Note that the advertisement content providing unit 156 may display the user's current location and the location of the advertised store on a map, as shown in the lower part of FIG.

In addition to the segment information 178 shown in FIG. 8, the segment information generation unit 154 collects and categorizes the transitions of the payment history information included in the user information 172 of a plurality of users, thereby enabling the settlement of a specific group of users. 178 A of segment information which shows the transition of action may be produced|generated and stored in the memory|storage part 170. FIG. FIG. 11 is a diagram showing an example of the contents of the segment information 178A. The segment information 178A is, for example, a segment ID associated with information such as a pre-transition store ID, a post-transition store ID, payment frequency, payment time zone, payment price range, number of persons concerned, and the like. Each record of the segment information 178A performs settlement at the store indicated by the pre-transition store ID, then performs settlement at the store indicated by the post-transition store ID, and sets the settlement frequency, settlement time zone, and settlement price range. The number of users who satisfy the conditions is counted as the applicable number of people. For example, in the record with the segment ID "S010", the payment is made at the store with the pre-transition store ID "001" and then at the store indicated by the post-transition store ID "002", and at least once a week. indicates that there are 50 or more users who make payments of 2000 yen or more and 3000 yen or less during the time period from 11:00 to 16:00. The segment information generation unit 154, for example, changes the combination of the pre-transition store ID, post-transition store ID, settlement frequency, settlement time zone, and settlement price range to the settlement history information included in the user information 172 of a plurality of users. Based on this, the number of applicable persons in each combination is aggregated, and combinations in which the number of applicable persons is equal to or greater than a threshold value (for example, 50 persons) are generated as records of the segment information 178 .

When the payment information is acquired by the payment information acquisition unit 152, the advertisement content providing unit 156, if the payment information satisfies the advertisement distribution condition 180A set based on the segment information 178A, The user terminal device 10 used by the user may be provided with advertising content related to the payment behavior of the particular group of users corresponding to the segment information 178A. FIG. 12 is a diagram showing an example of the contents of the advertisement delivery conditions 180A. 180 A of advertisement delivery conditions are information, such as segment ID, delivery conditions, and delivery content, matched with delivery condition ID, for example. Each record of the advertisement distribution condition 180A defines, as a distribution condition, a payment behavior similar to the payment behavior of the user group of the segment corresponding to the segment ID, and the content of the advertisement content to be distributed when the distribution condition is satisfied. It is defined as the content of distribution. For example, the record with the distribution condition ID “C010” has no history of making payments at the store with the store ID “002” out of the two stores with the store IDs “001” and “002”, and the store with the store ID “001”. The advertisement content of the store with the store ID "002" is distributed to the user who made the payment at the store. In this way, by distributing advertising content related to transition to users whose settlement behavior is similar to a group of users in a segment representing the transition of a certain used store, it is possible to enhance the advertising effect of the advertisement.

Note that FIG. 12 is an example of distributing advertising content for a post-transition store to a user who made a payment at the store before the transition in the segment information 178A and who does not have a history of having made a payment at the post-transition store. , the invention is not limited to such configurations. For example, the advertising content of the pre-transition store may be distributed to users who have made payments at the post-transition store and who do not have a history of having made payments at the pre-transition store.

FIG. 13 is a diagram showing an example of advertisement content distributed to users who satisfy the advertisement distribution condition 180A. FIG. 13 shows an example of advertising content distributed to users who satisfy the distribution condition ID "C010" shown in FIG. That is, the user has a history of making a payment at a store with a pre-transition store ID of “001” indicated by a segment with a segment ID of “S010”, but having made a payment at a store with a post-transition store ID of “002”. do not have. Therefore, the advertisement content providing unit 156 causes the user terminal device 10 of the user to display the advertisement content A4 regarding the store with the post-transition store ID "002". It is determined in advance that the advertising content A4 displayed at this time is displayed to the user who used the shop with the pre-transition shop ID “001”. Therefore, for example, the creator of the advertising content A4 considers the user's state of mind immediately after using the store with the pre-transition store ID "001" (for example, "I want to have coffee after eating"), and prepares the appealing content in advance. It is possible to enhance the publicity effect of the advertisement by creating such. At this time, the advertisement content providing unit 156 may display the user's current location and the location of the advertised store on the map, as in FIG.

Furthermore, the advertisement content providing unit 156 performs processing for displaying the advertisement content on the user terminal device 10, for example, including it in the payment completion screen related to the payment information. The process for displaying is, for example, a process of transmitting the location information (for example, URL: Uniform Resource Locator) of the advertising content to the user terminal device 10 along with the content for displaying the payment completion screen. The payment application 20 acquires the advertisement content using the URL, embeds it in the area A4 (see FIG. 3) of the payment completion screen, and causes the user terminal device 10 to display it.

Note that the advertising content providing unit 156 may include the advertising content in a content screen other than the payment completion screen, or may cause the user terminal device 10 to display the advertising content alone. In the former case, the advertising content providing unit 156 causes the user terminal device 10 to display the advertising content on the top page of the payment content, for example. In the latter case, the advertising content providing unit 156 causes the user terminal device 10 to display advertising content in the form of push notifications, for example.

[Processing flow]
FIG. 14 is a flowchart showing an example of the flow of processing executed by the settlement server 100. As shown in FIG. First, each of the payment content providing unit 120 and the advertisement distribution unit 150 determines whether or not the payment server 100 has received payment information (S100). The payment processing unit 130 performs payment processing based on the payment information (S102).

In parallel, the payment information acquisition unit 152 of the advertisement distribution unit 150 acquires the received payment information and also acquires the past payment history information of the user (the user related to the payment information) from the user information 172 ( S106).

Next, the advertisement content providing unit 156 of the advertisement distribution unit 150 searches the advertisement distribution conditions 180, extracts a distribution condition ID whose information acquired in S106 hits (applies to) the advertisement distribution condition, and selects the advertisement content to be provided. Specify (S108). Then, the advertising content providing unit 156 acquires the location information of the specified advertising content from the advertising content information 182 and notifies the payment content providing unit 120 (S110).

The payment content providing unit 120 includes the location information notified from the advertising content providing unit 156 in the payment completion screen and displays it on the user terminal device 10 (S104).

According to the processing described above, segment information is generated by categorizing the payment history information of a plurality of users in an electronic payment service that supports payments at physical stores, and the payment behavior of a specific group of users indicated by the segment information is generated. to users whose payment behavior is similar to that of the user group. This makes it possible to appropriately distribute advertisements that match the user's behavioral habits and preferences.

[Modification]
In the above-described embodiment, the advertisement distribution conditions 180 for the advertisement content are set in advance based on the segment information 178, and when the user's payment information satisfies any of the conditions stored in the advertisement distribution conditions 180, the conditions are determined. to the user terminal device 10. In other words, the distribution of advertising content in the above-described embodiment is autonomously executed by the payment server 100. FIG. On the other hand, this modification improves the convenience for the advertiser by proposing the bid conditions related to the payment behavior of a specific group of users to the advertiser of the brick-and-mortar store based on the segment information 178. It is.

FIG. 15 is a configuration diagram of a settlement server 100A according to a modification. The payment server 100A includes a bid condition acquisition unit 158, a bid condition proposal unit 160, and advertising bid information 184 in addition to the components of the payment server 100 shown in FIG.

The bidding conditions acquired by the bidding condition acquiring unit 158 relate to payment information and/or the user's past payment history related to the payment information. For example, it includes some or all of individual conditions such as payment location (store location related to payment), store category, payment frequency for each store category, payment amount range, and payment time range. If the payment frequency is not included in the bidding conditions, the bidding conditions will be related to one-time payment information, but if the payment frequency is included in the bidding conditions, the bidding conditions will be related to the user's past payment history related to the payment information. including.

The bid condition acquisition unit 158, for example, provides an interface for inputting bid conditions to the advertiser terminal device 70, and acquires the bid conditions via the interface. FIG. 16 is a diagram showing a screen IM1, which is an example of an interface screen provided to the advertiser terminal device 70. As shown in FIG. The screen IM1 includes, for example, an input window W1 for designating advertising content using an advertising content ID or the like, an input window W2 for designating a payment place, an input window W3 for designating a shop category, an input window W4 for designating a payment time period, a shop Input window W5 for designating payment frequency for each category, input window W6 for designating settlement price range, input window W7 for designating bid amount, and send button B1 for instructing transmission of the entered bidding conditions, etc. to the payment server 100. etc. are provided.

Here, it is assumed that the advertising content itself has already been registered in the settlement server 100 and has been assigned an advertising content ID and registered in the advertising content information 182 at the time the bidding conditions and the like are entered on the interface screen. The interface screen may have a function of accepting registration of advertising content. Also, a person who operates the interface screen on behalf of the advertiser will be referred to as an "advertiser".

Input to the input windows W2 to W6 may be performed by manual text input, but input candidates (recommendation conditions) are presented to the advertiser when the cursor is moved to the input window or tapped on the input window. and can be selected from input candidates. Among the individual conditions, the location is designated with granularity such as, for example, the municipality, the nearest station, and the name of the shopping street. Among the individual conditions, the frequency of payment for each store category is designated, for example, as "once a week". Instead of the payment frequency for each store category, the total payment amount within the reference period may be specified, such as the total payment amount for one year for each store category.

By designating such bidding conditions, the advertiser can distribute advertising content by narrowing down the target to "users who frequently make payments in a certain category in a specific trade area." On the other hand, the number of combinations of payment location, store category, payment time zone, payment frequency, and payment price range is enormous, and it is sometimes difficult for advertisers to specify bid conditions that are highly effective in advertising.

Therefore, based on the segment information 178, the bid condition proposal unit 160 proposes to the advertiser terminal device 70 bid conditions related to the payment behavior of a specific group of users. More specifically, for example, the bid condition proposal unit 160 searches the segment information 178 using the location and store category of the actual store of the advertiser, and selects the relevant Identify high-count records and propose bid terms based on the content of the identified records. For example, if the location of the advertiser's physical store is Chiyoda-ku and the store category is sushi restaurant, the bid condition proposal unit 160 uses the location "Chiyoda-ku" and the store category "sushi restaurant" to generate the segment information 178 to identify the record with the segment ID “S001” that has the largest number of matching persons among the matched records. Next, the bid condition proposal unit 160 selects a bid condition corresponding to the content of the specified record (for example, bid condition 1 in FIG. 16: "At a sushi restaurant in Chiyoda Ward between 11:00 and 12:00, 1000 times a week or more"). settlement of yen or more") is proposed on the screen IM1. When the advertiser clicks the button B2 corresponding to the bid condition 1, the bid condition proposal section 160 sets the contents of the bid condition 1 in the input boxes W1 to W6 on the screen IM1. In this way, the advertiser can set more effective bid conditions by proposing bid conditions based on the content of records with a large number of corresponding persons among the records of the segment information 178 that match the location and store category. be able to.

Although FIG. 16 shows a case where a store category is set in the input box W3, in more detail, individual store names registered in the electronic payment service may be set as bidding conditions. In this case, the bid condition proposal unit 160 may propose setting individual store names as the bid conditions. For example, when an advertiser of a sushi restaurant with store ID "001" in FIG. "010" It may be suggested that the customer makes a payment of 1,000 yen or more more than once a week between 11:00 and 12:00 at a sushi restaurant. In this case, the advertiser can further enhance the advertising effect of the advertising content by pinpointing the advertisement to the user terminal device 10 of the user who makes the payment at the competing store.

Furthermore, in the example of FIG. 16, only the contents of the bid conditions proposed based on the segment information 178 are displayed. In addition, an estimate of the number of users who meet the proposed bid conditions may be displayed based on the "number of eligible users" segment information 178 . This allows the advertiser to set the bidding conditions and bidding amount while quantitatively judging the advertising effect of the bidding.

When payment information is acquired by the payment information acquisition unit 152, the advertisement content providing unit 156 extracts advertisement content for which the payment information meets the bidding conditions. Then, a process for displaying the advertising content selected based on a predetermined criterion from the extracted advertising content on the user terminal device 10 of the user related to the payment information is performed.

The advertising content providing unit 156 selects advertising content by, for example, second pricing with respect to the bid amount. For example, if advertisers C1, C2, and C3 are bidding with bid amounts of 150 yen, 250 yen, and 270 yen, respectively, advertiser C3, who offered the highest bid amount, is the second highest bid amount. The winning bid is 251 yen, which is one unit higher than 250 yen, and the advertising content of advertiser C3 is distributed. Alternatively, advertising content may be selected based on eCPM-like criteria. For example, a criterion such as second pricing is applied to the value obtained by multiplying the bid amount by the number (or percentage) of times (or percentage) that the advertisement content is selected by the user and then the payment is made through the electronic payment service or the coupon is used. may

FIG. 17 is a diagram showing an example of the contents of the advertisement bid information 184. As shown in FIG. The bid condition acquisition unit 158 updates the advertisement bid information 184 based on the information input to the interface screen IM1. The advertisement bid information 184 is, for example, information such as an advertisement content ID, bid conditions, a bid amount, and a bid period associated with an advertiser ID, which is advertiser identification information. The bidding period may be defined as ``until there is a cancellation notice separately''. As shown, the same advertiser may bid on multiple pieces of advertising content.

[Processing flow]
FIG. 18 is a flowchart showing an example of the flow of processing executed by the settlement server 100. As shown in FIG. First, each of the payment content providing unit 120 and the advertisement distribution unit 150 determines whether or not the payment server 100 has received payment information (S200). The payment processing unit 130 performs payment processing based on the payment information (S202).

In parallel, the payment information acquisition unit 152 of the advertisement distribution unit 150 acquires the received payment information and acquires the past payment history of the user (the user related to the payment information) from the user information 172 (S206 ).

Next, the advertisement content providing unit 156 of the advertisement distribution unit 150 searches the advertisement bid information 184, extracts an advertisement content ID for which the information acquired in S206 hits (applies to) the bid conditions (S208), , the advertising content ID is selected by a technique such as second pricing (S210). Then, the advertising content providing unit 156 acquires the location information of the selected advertising content ID from the advertising content information 182 and notifies it to the payment content providing unit 120 (S212).

The payment content providing unit 120 includes the location information notified from the advertising content providing unit 156 in the payment completion screen and displays it on the user terminal device 10 (S204).

According to the process described above, based on the segment information 178 that matches the advertiser's physical store location and store category, bid conditions related to the payment behavior of a specific group of users are proposed to the advertiser. This will reduce the burden on advertisers themselves of determining the combination of payment location, store category, payment time zone, payment frequency, payment price range, etc. can be set to

[Second embodiment]
In the above-described embodiments and modifications, among combinations of items such as payment location, store category, payment time zone, payment frequency, and payment price range, a combination with a large number of corresponding persons is defined as a segment, and a payment history close to each segment is defined. It distributes advertising content to users who have information. On the other hand, in the second embodiment, among combinations of items such as payment location, store category, payment time zone, payment frequency, and payment price range, user payment history information that satisfies desired conditions is used as learning data for deep learning. A machine learning model is generated using a method such as the above, and by inputting any user's payment history information into the generated machine learning model, the degree of similarity with the conditions is determined, and users who are determined to be similar to the conditions It distributes advertising content to

FIG. 19 is a configuration diagram of a settlement server 100B according to the second embodiment. The settlement server 100B includes an advertisement target extraction unit 154B instead of the segment information generation unit 154 of the settlement server 100A shown in FIG. Advertisement bid information 184B is provided.

FIG. 20 is a diagram showing an example of the contents of the trained model 178B. FIG. 20 shows, as an example, the payment history information of a user who satisfies the conditions of "Chiyoda Ward" as the payment place, "sushi restaurant" as the store category, and "once a week" as the payment frequency as an input parameter, and the probability as an output parameter. A learned model 178B that has been machine-learned so as to output 1 to the item corresponding to "90% or more" is shown. In FIG. 20, the output probabilities are, for example, “0% or more and less than 10%”, “10% or more and less than 20%”, “20% or more and less than 30%”, “30% or more and less than 40%”, “ 40% or more and less than 50%", "50% or more and less than 60%", "60% or more and less than 70%", "70% or more and less than 80%", "80% or more and less than 90%", "90% or more" Although 10 values are set, the present invention is not limited to such a configuration, and at least two or more values indicating whether or not the set conditions are similar may be set to be output. good. A plurality of patterns of such learned models 178B are generated in advance by changing settings such as payment location, store category, payment time zone, payment frequency, and payment price range.

The advertisement target extracting unit 154B, for example, inputs the payment history information of the user registered in the electronic payment service into the learned model 178B, and the user selects "Chiyoda Ward" as the payment location, "sushi restaurant" as the store category, and makes the payment. It is determined whether or not the user is similar to a user who satisfies the condition of "once a week" as the frequency. The advertisement target extracting unit 154B can determine, for example, that a user having payment history information for which the maximum value is output for the item "80% or more and less than 90%" or "90% or more" is a similar user. In other words, a similar user in this case can also be expressed as a user who satisfies the above conditions in an "extended" sense.

FIG. 21 is a diagram showing a screen IM2, which is an example of an interface screen provided to the advertiser terminal device 70. As shown in FIG. In addition to the items defined in the screen IM1 of FIG. 16, the screen IM2 is provided with an input window W8 for designating the allowable degree of similarity with the bid conditions for which the advertising content is to be distributed. That is, when the allowable degree of similarity is specified in the input window W8, the advertising content corresponding to the advertising content ID of the bid condition is not only the user who satisfies the bid condition (that is, is 100% similar), but also the learned model. 178B, it is also distributed to users who are determined to have a degree of similarity equal to or greater than the allowable degree of similarity with the bid conditions.

For example, in the case of FIG. 21, the payment location "Chiyoda Ward", the store category "sushi restaurant", and the payment frequency "once a week" are set as the bid conditions, and "70%" is set as the similarity. In this case, in addition to the users who satisfy the bid conditions, the output values of the learned model 178B corresponding to the bid conditions are "70% or more and less than 80%", "80% or more and less than 90%", and "90% or more". The same advertising content is distributed to users who have payment history information for which the maximum value is output in any of the items of . With such a configuration, even if the number of users who meet the set bid conditions is small, the advertisement content is distributed to users who are similar to the users who meet the bid conditions, thereby advertising to more users. It can be performed.

Furthermore, as shown in FIG. 21, the number of users who meet the bid conditions and the degree of similarity set by the advertiser may be displayed on the screen IM2. As a result, the advertiser can set the bidding conditions and similarity while balancing the number of people to whom the advertisement is to be distributed and narrowing down the target by setting the bidding conditions and the similarity in detail.

FIG. 22 is a diagram showing an example of the content of the advertisement bid information 184B. The advertisement bid information 184B is, for example, information such as an advertisement content ID, bid conditions, similarity, bid amount, and bid period associated with an advertiser ID, which is advertiser identification information. The bid condition acquisition unit 158 updates the advertisement bid information 184 based on the information input to the interface screen IM2.

The advertisement target extraction unit 154B inputs the payment history information of users registered with the electronic payment service to the learned model 178B, and extracts users who satisfy the bidding conditions specified in the advertisement bidding information 184B. The advertising content providing unit 156 performs processing for displaying advertising content corresponding to the advertising content ID of the bid conditions on the user terminal device 10 of the extracted user. When advertising content is distributed based on the judgment of the system side without depending on bidding, the advertising content providing unit 156 distributes the content to users who meet the distribution conditions set in advance and whose similarity is, for example, 80% or more. users, the same advertising content may be distributed. Further, for example, when the number of users who satisfy the distribution condition set in advance is less than the threshold, the advertisement content providing unit 156 reduces the allowable similarity from 100% until the number of users reaches or exceeds the threshold. , the number of users to whom advertising content is distributed may be increased.

According to the process described above, a machine learning model is generated using user payment history information that satisfies a desired condition as data for learning, and any user's payment history information is input to the generated machine learning model, thereby entering the condition. and distributes the advertising content to users who are determined to be similar to the conditions. This makes it possible to appropriately distribute advertisements that match the user's behavioral habits and preferences.

As described above, the mode for carrying out the present invention has been described using the embodiments, but the present invention is not limited to such embodiments at all, and various modifications and replacements can be made without departing from the scope of the present invention. can be added.

10 User terminal device 20 Payment application 50 Store terminal device 60 Store code image 70 Advertiser terminal device 100 Payment server 120 Payment content providing unit 130 Payment processing unit 150 Ad distribution unit (advertisement distribution device)
152 payment information acquisition unit 154 segment information generation unit 156 advertisement content provision unit 158 bid condition acquisition unit 160 bid condition proposal unit 170 storage unit 172 user information 174 payment content information 176 store information 178 segment information 180 advertisement distribution conditions 182 advertisement content information 184 Advertising bidding information

Claims (13)

A payment information acquisition unit that acquires payment information in an electronic payment service that processes payments related to purchases at physical stores;
a similarity determination unit that determines whether or not a payment behavior of a user associated with the payment information is similar to a payment behavior of a specific group of users, based on the history of the payment information;
Advertisement for providing advertising content to a user terminal device used by the user associated with the payment information when it is determined that the payment behavior of the user associated with the payment information is similar to the payment behavior of the specific user group a content provider;
An advertisement distribution device comprising: The similarity determination unit inputs the history of the payment information of the user to a learned model that has undergone machine learning so as to output a degree of similarity with the specific user group, with the history of the payment information as input. , determining that the payment behavior of the user is similar to the payment behavior of the specific user group when the output similarity is equal to or greater than a threshold;
The advertisement content providing unit provides the same advertisement content as the advertisement content provided to the specific user group to the user terminal device of the user determined to be similar to the payment behavior of the specific user group. do,
The advertisement delivery device according to claim 1. further comprising a bid condition acquisition unit that acquires, from an advertiser terminal device used by an advertiser of the advertising content, a bid condition related to the payment behavior of the specific user group;
The advertisement content providing unit inputs the history of the payment information of the user to the learned model generated for the specific user group defined by the bidding conditions, and the output similarity is the If the threshold is greater than or equal to the threshold, providing the user terminal device with the same advertising content as the advertising content provided to the specific user group;
The advertisement distribution device according to claim 2. wherein the bid condition acquisition unit receives specification of the threshold from the advertiser terminal device;
The advertisement delivery device according to claim 3. The similarity determination unit categorizes the history of the payment information to generate segment information indicating the payment behavior of a specific user group, and the payment information related to other users different from the specific user group is determining that the payment behavior of the other user is similar to the payment behavior of the specific user group when a predetermined condition set based on the segment information is satisfied;
The content providing unit provides the user terminal device used by the other user with advertising content related to the payment behavior of the specific user group.
The advertisement delivery device according to claim 1. further comprising a bid condition acquisition unit that acquires, from an advertiser terminal device used by an advertiser of the advertising content, a bid condition related to the payment behavior of the specific user group;
The similarity determination unit, when the payment information related to another user different from the specific user group satisfies the bidding condition, determines that the payment behavior of the other user is similar to the payment behavior of the specific user group. and
The content providing unit provides the user terminal device used by the other user with advertising content related to the payment behavior of the specific user group.
The advertisement distribution device according to claim 5. further comprising a bid condition proposal unit that proposes, based on the segment information, bid conditions related to the payment behavior of the specific user group to an advertiser terminal device used by an advertiser of the advertising content;
The advertisement distribution device according to claim 5 or 6. The advertising content providing unit provides the advertising content to the user terminal device by including it in a payment completion screen for purchase payment by the other user.
The advertisement distribution device according to any one of claims 1 to 7. The advertising content is posted as an advertiser by a physical store that can use electronic payment using the electronic payment service.
The advertisement distribution device according to any one of claims 1 to 8. When the user selects the advertising content displayed on the user terminal device, the advertising content providing unit transitions the screen of the user terminal device to a dedicated page of the physical store in the electronic payment service.
The advertisement delivery device according to claim 9. the advertising content is information indicating benefits available in the electronic payment service;
When the user selects the advertisement content displayed on the user terminal device, the advertisement content providing unit enables the use of the privilege by the user terminal device, or displays the screen of the user terminal device. to a dedicated page for enabling the use of the privilege by the user terminal device,
The advertisement distribution device according to any one of claims 1 to 10. the computer
Acquire payment information for electronic payment services that process payments for purchases made at physical stores,
Based on the history of the payment information, determine whether the payment behavior of the user related to the payment information is similar to the payment behavior of a specific group of users;
When it is determined that the user's payment behavior related to the payment information is similar to the payment behavior of the specific user group, providing advertising content to the user terminal device used by the user related to the payment information;
Ad serving method. to the computer,
Acquire payment information for electronic payment services that process payments related to purchases at physical stores,
determining whether or not the user's payment behavior related to the payment information is similar to the payment behavior of a specific group of users, based on the history of the payment information;
If it is determined that the payment behavior of the user associated with the payment information is similar to the payment behavior of the specific user group, causing the user terminal device used by the user associated with the payment information to provide advertising content;
program.

Images