JP2024000426A - Information processing apparatus, information processing method, and information processing program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To guide a user to a favorite advertisement while presenting a bluffing advertisement.

SOLUTION: An information providing apparatus according to the present application comprises: a proposed commodity selection unit that selects a favorite proposed commodity to be recommended to a user; a non-proposed commodity selection unit that selects a non-proposed commodity estimated to be avoided by the user; and a provision unit that presents information on the non-proposed commodity to the user, and presents information on the proposed commodity. The information on the proposed commodity is a guidance destination to which the apparatus intends to guide the user, and the information on the non-proposed commodity is obstacles for guiding the user to the guidance destination.

SELECTED DRAWING: Figure 1

COPYRIGHT: (C)2024,JPO&INPIT

Description

The present invention relates to an information processing device, an information processing method, and an information processing program.

Conventionally, advertisement distribution via the Internet has been known. In particular, it has become mainstream to determine products or services to be advertised based on the content displayed by a terminal device and information on users viewing the content.

Japanese Patent Application Publication No. 2018-206099

However, the above-mentioned conventional technology merely narrows down customers and generates a customer list based on cookies when distributing online advertisements. In reality, even if only advertisements suitable for the user are presented, the user may not show as much interest in the advertisement as expected.

The present application has been made in view of the above, and aims to guide users to desired advertisements while presenting bluff advertisements.

The information processing device according to the present application includes a suggested product selection section that selects recommended suggested products to be recommended to a user, a non-suggested product selection section that selects non-suggested products that are presumed to be avoided by the user, and and a providing unit that presents information on the non-suggested products and presents information on the proposed products.

According to one aspect of the embodiment, a user can be guided to a favorite advertisement while presenting a bluff advertisement.

FIG. 1 is an explanatory diagram showing an overview of an information processing method according to an embodiment. FIG. 2 is a diagram illustrating a configuration example of an information processing system according to an embodiment. FIG. 3 is a diagram illustrating a configuration example of a terminal device according to an embodiment. FIG. 4 is a diagram illustrating a configuration example of a server device according to an embodiment. FIG. 5 is a diagram showing an example of a user information database. FIG. 6 is a diagram showing an example of a history information database. FIG. 7 is a diagram showing an example of the guidance information database. FIG. 8 is a flowchart showing the processing procedure according to the embodiment. FIG. 9 is a diagram showing an example of the hardware configuration.

DESCRIPTION OF THE PREFERRED EMBODIMENTS An information processing apparatus, an information processing method, and an information processing program according to the present application (hereinafter referred to as "embodiments") will be described in detail below with reference to the drawings. Note that the information processing apparatus, information processing method, and information processing program according to the present application are not limited to this embodiment. In addition, in the following embodiments, the same parts are given the same reference numerals, and redundant explanations will be omitted.

[1. Overview of information processing method]
First, with reference to FIG. 1, an overview of an information processing method performed by an information processing apparatus according to an embodiment will be described. FIG. 1 is an explanatory diagram showing an overview of an information processing method according to an embodiment. In addition, in FIG. 1, a case will be described as an example in which a user is guided to a favorite advertisement while presenting a bluff advertisement.

As shown in FIG. 1, the information processing system 1 includes a terminal device 10, a server device 100, and a provider terminal 200. The terminal device 10, the server device 100, and the provider terminal 200 are connected to be able to communicate with each other by wire or wirelessly via a network N (see FIG. 2). In this embodiment, the terminal device 10 cooperates with the server device 100. Further, the provider terminal 200 cooperates with the server device 100.

The terminal device 10 is a smart device such as a smartphone or a tablet terminal used by a user U (user), and is connected to an arbitrary server device via a wireless communication network such as 4G (Generation) or LTE (Long Term Evolution). This is a mobile terminal device that can communicate. Further, the terminal device 10 has a screen such as a liquid crystal display, which has a touch panel function, and displays data such as content through a tap operation, a slide operation, a scroll operation, etc. from the user U using a finger or a stylus. Accepts various operations on. Note that an operation performed on an area of the screen where content is displayed may be an operation on the content. Further, the terminal device 10 may be not only a smart device but also an information processing device such as a desktop PC (Personal Computer) or a notebook PC.

The server device 100 cooperates with the terminal device 10 of each user U, and provides API (Application Programming Interface) services for various applications (hereinafter referred to as apps) and various data to the terminal device 10 of each user U. It is an information processing device that provides information, and is realized using computers, cloud systems, etc.

Further, the server device 100 may be an information processing device that provides some kind of web service online to the terminal device 10 of each user U. For example, the server device 100 provides web services such as Internet connection, search service, SNS (Social Networking Service), electronic commerce (EC), electronic payment, online games, online banking, online trading, accommodation/ticket reservation, Services such as video/music distribution, news, maps, route searches, route guidance, route information, operation information, weather forecasts, etc. may be provided. In reality, the server device 100 may cooperate with various servers that provide the above-mentioned Web services, mediate the Web services, or may be in charge of processing the Web services.

Note that the server device 100 can acquire user information regarding the user U. For example, the server device 100 acquires information regarding user U's attributes such as user U's gender, age, and residential area. The server device 100 stores and manages identification information indicating the user U (user ID, etc.) as well as information regarding attributes of the user U.

Further, the server device 100 acquires various kinds of history information (log data) indicating the actions of the user U from the terminal device 10 of the user U or from various servers based on the user ID or the like. For example, the server device 100 acquires a location history, which is a history of user U's location, date and time, from the terminal device 10. The server device 100 also acquires a search history, which is a history of search queries input by the user U, from a search server (search engine). Additionally, the server device 100 acquires a viewing history, which is a history of content viewed by the user U, from the content server. The server device 100 also acquires a purchase history (payment history) that is a history of product purchases and payment processing by the user U from the electronic commerce server and the payment processing server. Further, the server device 100 may acquire the listing history and the sales history, which are the listing history of the user U on the marketplace, from the electronic commerce server or the payment processing server. The server device 100 also acquires a posting history, which is a history of postings by the user U, from a posting server or SNS server that provides a word-of-mouth posting service. Note that the various servers described above may be the server device 100 itself. That is, the server device 100 may function as the various servers described above.

The provider terminal 200 is an information processing device used by a provider of some kind of information targeted at the user U (advertiser AD, etc. that distributes advertisements). The provider terminal 200 may be a device similar to the terminal device 10 or the server device 100. In this embodiment, an advertisement will be explained as an example of the information provided to the user, but in reality, the information is not limited to advertisements, and any information targeted at the user (information presented to the user) may be used. For example, it is not limited to advertisements for stores, products/services, etc., but may also be some kind of recommendation information or useful information for users, information on SNS etc. that users may be interested in, announcements of events, etc. good. That is, advertisements and advertisers are just one example.

[1-1. Strengthening the attractiveness of favorite products using bluffs]
In this embodiment, when selecting (selecting) a proposal target to be proposed to a user based on user information, a target other than the selected proposal target and having a predetermined similarity with the proposal target is selected. Provide information first, then provide information about the proposed subject.

As shown in FIG. 1, a provider terminal 200 of an information provider (such as an advertiser AD that distributes advertisements) sends product information that it wishes to provide to a user U via a network N (see FIG. 2). is registered in the server device 100 (step S1).

Subsequently, the terminal device 10 of the user U searches, browses, etc. to the server device 100 via the network N (see FIG. 2) (step S2).

Next, the server device 100 selects (selects) a product that is estimated to be most interesting to the user U as a proposed product based on the user information (step S3). For example, the server device 100 selects a product personalized for the user U based on the user U's purchase history or the user U's search query.

Subsequently, the server device 100 selects an object having a predetermined similarity with the favorite proposed product as a bluff non-proposed product that is a winning horse (step S4). Objects that have a predetermined similarity to the suggested product are, for example, objects in the same category or objects that match the search query, are non-personalized but popular, or have a high score but not as high as the suggested product. Objects, or objects with moderate scores (those with high scores are excluded because they are not a winning bet). In other words, the bluff's non-suggested product is a product that is compared with the favorite's proposed product, and is a product that is (slightly) inferior to the favorite's suggested product, or the user judges that the favorite's suggested product is preferable. It is preferable that the product is

Subsequently, the server device 100 presents information on at least one non-suggested product before information on the main suggested product (step S5). For example, the server device 100 presents information on two non-proposed products before information on a favorite suggested product.

Subsequently, the server device 100 presents information on the non-suggested product and then presents information on the favorite suggested product (step S6). For example, after presenting information on two non-proposed products, the server device 100 presents information on a third favorite proposed product.

Subsequently, the server device 100 notifies the provider terminal 200 of the provider (advertiser AD) of the status of information provision to the user U (advertisement distribution status) (step S7). For example, the server device 100 provides statistical information on advertisement distribution history to the provider terminal 200 of the advertiser AD.

Here, the server device 100 may present in advance how many pieces of product information are planned to be presented so that the user does not leave before presenting the information on the favorite proposed product. Furthermore, in reality, the server device 100 may continuously present information on non-proposed products and information on the favorite proposed product by displaying a carousel, automatically switching product images or advertisements, or the like. Alternatively, the server device 100 may simultaneously present information on non-proposed products and information on the favorite suggested product on one screen.

Note that, when selecting the favorite proposed product, the server device 100 may generate a model for estimating the proposed product using machine learning. The server device 100 may then use the model to estimate the favorite proposed product. For example, the server device 100 may generate a scoring model for estimating the score of a product or advertisement for a user, and select a favorite proposed product based on the score obtained using the scoring model.

Similarly, when selecting a bluff non-suggested product to be a winning horse, the server device 100 may generate a model for estimating the non-suggested product using machine learning. Then, the server device 100 may use the model to estimate the winning horse and the non-suggested product of the bluff.

As for the machine learning method, deep learning, RNN (Recurrent Neural Network), LSTM (Long Short Term Memory), etc. may be used. Note that these are just examples, and the invention is not limited to these examples.

Further, the server device 100 may employ this embodiment as the logic when selecting an advertisement in which multiple products are placed. Additionally, the server device 100 may learn where to place advertisements on the display screen. In this case, the server device 100 determines the placement of advertisements on the display screen based on the learning results, and displays information on non-proposed products and information on suggested products on the display screen in the determined placement. and present. Furthermore, the server device 100 determines the arrangement of product information in an advertisement in which a plurality of products are arranged, and presents information on non-proposed products and information on suggested products in the determined arrangement in the advertisement.

In addition, the server device 100 models the relationship between the similarity between the proposed product and the non-proposed product, the placement position of the non-proposed product based on the proposed product, and the conversion (CV) of the proposed product. You can also have them learn. Note that the conversion of the proposed product is, for example, selection, clicking, purchase, etc. of the proposed product. For example, the server device 100 uses "similarity: 60" and "placement position: 2nd front" as input, and trains the model by outputting "100" if there is a conversion, and "0" if not. let Note that the server device 100 may input all combinations of placements to this model and have the model learn the best placement position from the total value of the resulting scores.

In this embodiment, the user is made to click on an advertisement for a proposed product using the principle of a trap. In trap hunting, when a hunter sets a trap, he or she may not be able to catch the prey even if they just make the trap, so they sometimes place obstacles or things that the prey can avoid to guide them towards the trap. For example, an obstacle such as a fallen tree is placed on the path, and the prey is guided to a destination by jumping over it.

This embodiment utilizes this for advertisement distribution. Specifically, the server device 100 distributes an advertisement (obstruction) whose content is slightly different from the user's desired content before the advertisement (direction destination) that the server device 100 wants the user to convert. To enhance the appeal of the advertisement by increasing the impact when the advertisement is viewed than when only the advertisement is distributed. For example, the server device 100 displays advertisements for similar products in small batches, and presents the most attractive advertisement for the proposed product last.

Alternatively, the server device 100 may set about the third advertisement as the favorite "guidance destination" and make the rest "obstacles" for the user to avoid. Note that the "direction destination" is information about the proposed product, and the "obstacle" is information about the non-proposed product. That is, the server device 100 sequentially presents information on a predetermined number of non-suggested products, and then presents information on suggested products. Furthermore, the server device 100 presents information on suggested products that are a "guidance destination" to the user U who has avoided information on non-suggested products that are "obstacles." Further, the server device 100 may mix "obstacle" and "direction destination" in an advertisement displaying multiple products. Additionally, the server device 100 may learn which products (advertisements of) are effective to use as "obstacles" and which products (advertisements of) are "guidance destinations". Additionally, the server device 100 may learn the distance from the search window.

Furthermore, in order to avoid mere comparative advertisements, the server device 100 does not mention the superiority or difference of the proposed product over the non-proposed product, and only purely presents information on the non-proposed product and information on the proposed product. It is preferable to If the provider side compares the non-proposed product with the proposed product, the user may be aware of the ``artificiality'' or the provider's intentions, and the product may no longer function as a ``guidance destination.'' In other words, blatant product comparisons may reveal the provider's intentions and cause users to be wary. Therefore, it is ideal to not deliberately present comparative information, but to present information on the preferred proposed product without making the user realize that it is the preferred product, by changing the way and order in which information on non-proposed products and proposed products is presented. be.

[1-2. How to guide people when you want them to buy (how to guide them to conversion)]
For example, the server device 100 can increase the probability of conversion by showing (an advertisement for) a popular product after putting out (an advertisement for) a product that is unattractive to the user but is popular. I'll give you.

Note that products (advertisements for) that are unattractive to users are not products (advertisements for) that users dislike, but rather products (advertisements for) that have good reasons for recommendation but are not personalized. .

This embodiment is effective as a measure when you want to increase the number of items you really want to recommend. It is thought that the effect differs depending on what kind of "obstacle" is placed in front of the "guide destination" (variations of "obstacle").

(Shopping example)
"Destination": Shoes you want users searching for "business leather shoes" to purchase (leather shoes for business use)
"Obstacle": Yellow sneakers, etc.

``Business leather shoes'' (leather shoes for business use) are usually black or brown leather shoes, but it is not uncommon for people to wear yellow sneakers to work. Therefore, the server device 100 displays the search results for "yellow sneakers" on the first page of the search results for "business leather shoes" by the user. Then, on the second page, "black leather shoes" that the user wants to purchase are displayed. This increases the probability that the user will select the "guidance destination."

Generalizing the above, out of the list of shoes searched for "business leather shoes" and purchased by various people in the past (you can narrow it down to users with the same attributes and context), shoes that are rarely purchased (not often purchased) Search for things. This can become an "obstruction". The definition of "rare" is arbitrary. ``Obstacles'' are scattered in the first search result, and the desired ``guidance destination'' is displayed in the second page. Alternatively, the value of the favorite can be increased by intentionally displaying an "obstacle" next to (near) the favorite's "guide destination" on the search results screen.

The above is an example of yellow sneakers, which are different from black leather shoes, but even black leather shoes, for example, products that are much more expensive than the market price or cheap products may also be used as "obstacles." In other words, products with relatively inferior cost performance compared to the favorite are considered "obstacles." Or, for other groups (user attributes, segments, personas, etc.), it is a majority product (a product that many people buy), but in that group, a minority product (a product that only a few people buy) is an "obstacle". ”.

Note that this embodiment is applicable not only to shopping but also to search results for videos, news, and the like.

[2. Configuration example of information processing system]
Next, the configuration of the information processing system 1 including the server device 100 according to the embodiment will be described using FIG. 2. FIG. 2 is a diagram showing a configuration example of the information processing system 1 according to the embodiment. As shown in FIG. 2, the information processing system 1 according to the embodiment includes a terminal device 10 and a server device 100. These various devices are connected via a network N so that they can communicate by wire or wirelessly. The network N is, for example, a LAN (Local Area Network) or a WAN (Wide Area Network) such as the Internet.

Furthermore, the number of devices included in the information processing system 1 shown in FIG. 2 is not limited to what is illustrated. For example, in FIG. 2, only one terminal device 10 is shown for simplification of illustration, but this is just an example and is not limited, and there may be two or more terminal devices.

The terminal device 10 is an information processing device used by the user U. For example, the terminal device 10 may be a smart device such as a smartphone or a tablet terminal, a feature phone, a PC (Personal Computer), a PDA (Personal Digital Assistant), a game console or AV device with a communication function, a car navigation system, a smart watch, or the like. These include wearable devices such as head-mounted displays, smart glasses, etc. Further, the terminal device 10 may be a house/building, a car, a home appliance, an electronic device, etc. compatible with IOT (Internet of Things).

The terminal device 10 also supports wireless communication networks such as LTE (Long Term Evolution), 4G (4th Generation), and 5G (5th Generation), Bluetooth (registered trademark), and wireless LAN (Local The server device 100 can be connected to the network N via short-range wireless communication such as an area network) and can communicate with the server device 100.

The server device 100 is, for example, a computer such as a PC or a blade server, or a mainframe or a workstation. Note that the server device 100 may be realized by cloud computing.

[3. Configuration example of terminal device]
Next, the configuration of the terminal device 10 will be explained using FIG. 3. FIG. 3 is a diagram showing a configuration example of the terminal device 10. As shown in FIG. As shown in FIG. 3, the terminal device 10 includes a communication section 11, a display section 12, an input section 13, a positioning section 14, a sensor section 20, a control section 30 (controller), and a storage section 40. Be prepared.

(Communication Department 11)
The communication unit 11 is connected to a network N (see FIG. 2) by wire or wirelessly, and transmits and receives information to and from the server device 100 via the network N. For example, the communication unit 11 is realized by a NIC (Network Interface Card), an antenna, or the like.

(Display section 12)
The display unit 12 is a display device that displays various information such as position information. For example, the display unit 12 is a liquid crystal display (LCD) or an organic electro-luminescent display (EL display). Further, the display unit 12 is a touch panel type display, but is not limited to this.

(Input section 13)
The input unit 13 is an input device that receives various operations from the user U. For example, the input unit 13 includes buttons for inputting characters, numbers, and the like. Note that the input unit 13 may be an input/output port (I/O port), a USB (Universal Serial Bus) port, or the like. Further, when the display section 12 is a touch panel display, a part of the display section 12 functions as the input section 13. Further, the input unit 13 may be a microphone or the like that receives voice input from the user U. The microphone may be wireless.

(Positioning unit 14)
The positioning unit 14 receives a signal (radio wave) sent from a GPS (Global Positioning System) satellite, and based on the received signal, determines position information (for example, latitude and longitude). That is, the positioning unit 14 positions the terminal device 10 . Note that GPS is just one example of GNSS (Global Navigation Satellite System).

Further, the positioning unit 14 can measure the position using various methods other than GPS. For example, the positioning unit 14 may use various communication functions of the terminal device 10 to measure the position as an auxiliary positioning means for position correction and the like, as described below.

(Wi-Fi positioning)
For example, the positioning unit 14 positions the terminal device 10 using the Wi-Fi (registered trademark) communication function of the terminal device 10 or the communication network provided by each communication company. Specifically, the positioning unit 14 performs Wi-Fi communication, etc., and determines the position of the terminal device 10 by measuring the distance to nearby base stations and access points.

(Beacon positioning)
Further, the positioning unit 14 may use the Bluetooth (registered trademark) function of the terminal device 10 to measure the position. For example, the positioning unit 14 measures the position of the terminal device 10 by connecting to a beacon transmitter connected by a Bluetooth (registered trademark) function.

(geomagnetic positioning)
Furthermore, the positioning unit 14 positions the terminal device 10 based on the geomagnetic pattern of the structure measured in advance and the geomagnetic sensor included in the terminal device 10 .

(RFID positioning)
Further, for example, if the terminal device 10 has an RFID (Radio Frequency Identification) tag function equivalent to a contactless IC card used at station ticket gates, stores, etc., or has a function to read an RFID tag. In this case, the location where the terminal device 10 used the terminal device 10 is recorded together with the information that the payment was made. The positioning unit 14 may measure the position of the terminal device 10 by acquiring such information. Further, the position may be determined by an optical sensor, an infrared sensor, or the like provided in the terminal device 10.

The positioning unit 14 may position the terminal device 10 using one or a combination of the above-mentioned positioning means, if necessary.

(sensor section 20)
The sensor unit 20 includes various sensors mounted on or connected to the terminal device 10. Note that the connection may be a wired connection or a wireless connection. For example, the sensors may be a detection device other than the terminal device 10, such as a wearable device or a wireless device. In the example shown in FIG. 3, the sensor unit 20 includes an acceleration sensor 21, a gyro sensor 22, an atmospheric pressure sensor 23, an air temperature sensor 24, a sound sensor 25, an optical sensor 26, a magnetic sensor 27, and an image sensor ( camera) 28.

Note that each of the sensors 21 to 28 described above is merely an example and is not limited to the above. That is, the sensor section 20 may be configured to include a portion of each of the sensors 21 to 28, or may include other sensors such as a humidity sensor in addition to or instead of each of the sensors 21 to 28. .

The acceleration sensor 21 is, for example, a three-axis acceleration sensor, and detects the physical movement of the terminal device 10, such as the moving direction, speed, and acceleration of the terminal device 10. The gyro sensor 22 detects physical movements of the terminal device 10 such as tilt in three axes directions based on the angular velocity of the terminal device 10 and the like. The atmospheric pressure sensor 23 detects the atmospheric pressure around the terminal device 10, for example.

Since the terminal device 10 is equipped with the above-mentioned acceleration sensor 21, gyro sensor 22, atmospheric pressure sensor 23, etc., it is possible to implement technologies such as pedestrian autonomous navigation (PDR) using these sensors 21 to 23, etc. It becomes possible to measure the position of the terminal device 10 using the . This makes it possible to obtain indoor position information that is difficult to obtain using positioning systems such as GPS.

For example, a pedometer using the acceleration sensor 21 can calculate the number of steps, walking speed, and distance walked. Further, by using the gyro sensor 22, it is possible to know the direction of travel of the user U, the direction of the line of sight, and the inclination of the user's body. Further, from the atmospheric pressure detected by the atmospheric pressure sensor 23, it is also possible to know the altitude and the number of floors where the terminal device 10 of the user U is located.

The temperature sensor 24 detects, for example, the temperature around the terminal device 10. The sound sensor 25 detects, for example, sounds around the terminal device 10. The optical sensor 26 detects the illuminance around the terminal device 10 . The magnetic sensor 27 detects, for example, the earth's magnetism around the terminal device 10. The image sensor 28 captures an image of the surroundings of the terminal device 10.

The above-mentioned atmospheric pressure sensor 23, temperature sensor 24, sound sensor 25, optical sensor 26, and image sensor 28 each detect atmospheric pressure, temperature, sound, and illuminance, and capture images of the surroundings, so that the terminal device 10 It is possible to detect the surrounding environment and situation. Furthermore, it is possible to improve the accuracy of the location information of the terminal device 10 based on the environment and situation around the terminal device 10.

(Control unit 30)
The control unit 30 includes, for example, a microcomputer having a CPU (Central Processing Unit), a ROM (Read Only Memory), a RAM, an input/output port, etc., and various circuits. Further, the control unit 30 may be configured with hardware such as an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array). The control section 30 includes a transmitting section 31, a receiving section 32, and a processing section 33.

(Transmission unit 31)
The transmitting unit 31 receives, for example, various information input by the user U using the input unit 13, various information detected by the sensors 21 to 28 mounted on or connected to the terminal device 10, and information measured by the positioning unit 14. The location information of the terminal device 10 and the like can be transmitted to the server device 100 via the communication unit 11.

(Receiving unit 32)
The receiving unit 32 can receive various information provided from the server device 100 and requests for various information from the server device 100 via the communication unit 11 .

(Processing unit 33)
The processing unit 33 controls the entire terminal device 10, including the display unit 12 and the like. For example, the processing unit 33 can output various information transmitted by the transmitting unit 31 and various information received from the server device 100 by the receiving unit 32 to the display unit 12 for display.

(Storage unit 40)
The storage unit 40 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory, or a storage device such as an HDD (Hard Disk Drive), an SSD (Solid State Drive), or an optical disk. Ru. The storage unit 40 stores various programs, various data, and the like.

[4. Configuration example of server device]
Next, the configuration of the server device 100 according to the embodiment will be described using FIG. 4. FIG. 4 is a diagram showing a configuration example of the server device 100 according to the embodiment. As shown in FIG. 4, the server device 100 includes a communication section 110, a storage section 120, and a control section 130.

(Communication Department 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card). Further, the communication unit 110 is connected to the network N (see FIG. 2) by wire or wirelessly.

(Storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory, or a storage device such as an HDD, an SSD, or an optical disk. As shown in FIG. 4, the storage unit 120 includes a user information database 121, a history information database 122, and a guidance information database 123.

(User information database 121)
The user information database 121 stores user information regarding the user U. For example, the user information database 121 stores various information such as user U's attributes. FIG. 5 is a diagram showing an example of the user information database 121. In the example shown in FIG. 5, the user information database 121 has items such as "user ID (identifier),""age,""gender,""home,""worklocation," and "interest."

“User ID” indicates identification information for identifying user U. Note that the "user ID" may be user U's contact information (telephone number, email address, etc.), or may be identification information for identifying user U's terminal device 10.

Moreover, "age" indicates the age of the user U identified by the user ID. Note that the "age" may be information indicating the specific age of the user U (for example, 35 years old, etc.), or may be information indicating the age of the user U (for example, 30s, etc.) . Alternatively, the "age" may be information indicating the date of birth of the user U, or may be information indicating the generation of the user U (for example, born in the 1980s). Furthermore, “gender” indicates the gender of the user U identified by the user ID.

Moreover, "home" indicates the location information of the home of the user U identified by the user ID. In the example shown in FIG. 5, "home" is illustrated as an abstract code such as "LC11", but it may also be latitude and longitude information. Furthermore, for example, "home" may be a region name or address.

Moreover, "work place" indicates the location information of the work place (school in the case of a student) of the user U identified by the user ID. In the example shown in FIG. 5, the "work location" is illustrated as an abstract code such as "LC12", but it may also be latitude/longitude information or the like. Further, for example, the "work location" may be a region name or address.

Moreover, "interest" indicates the interest of the user U identified by the user ID. That is, "interest" indicates an object in which the user U identified by the user ID has a high interest. For example, "interest" may be a search query (keyword) that the user U inputs into a search engine. In the example shown in FIG. 5, one "interest" is shown for each user U, but there may be a plurality of "interests".

For example, in the example shown in FIG. 5, the age of the user U identified by the user ID "U1" is "20s", and the gender is "male". Further, for example, the user U identified by the user ID "U1" indicates that his home is "LC11". Further, for example, the user U identified by the user ID "U1" indicates that the work location is "LC12". Further, for example, the user U identified by the user ID "U1" indicates that he is interested in "sports."

Here, in the example shown in FIG. 5, abstract values such as "U1", "LC11", and "LC12" are used for illustration, but "U1", "LC11", and "LC12" have specific values. It is assumed that information such as character strings and numerical values is stored. Below, abstract values may be illustrated in diagrams related to other information as well.

Note that the user information database 121 is not limited to the above, and may store various information depending on the purpose. For example, the user information database 121 may store various information regarding the terminal device 10 of the user U. In addition, the user information database 121 includes information such as demographic (demographic attributes), psychographic (psychological attributes), geographic (geographical attributes), behavioral (behavioral attributes), etc. of user U. Information regarding attributes may also be stored. For example, the user information database 121 includes name, family composition, place of birth (locality), occupation, position, income, qualifications, type of residence (single-family house, condominium, etc.), presence or absence of a car, commuting/commuting time, commuting/commuting, etc. Memorizes information such as routes, commuter pass sections (stations, lines, etc.), frequently used stations (other than the stations closest to your home or work), lessons (location, time zone, etc.), hobbies, interests, lifestyle, etc. You can.

(History information database 122)
The history information database 122 stores various information related to history information (log data) indicating the actions of the user U. FIG. 6 is a diagram showing an example of the history information database 122. In the example shown in FIG. 6, the history information database 122 includes items such as "user ID,""locationhistory,""searchhistory,""browsinghistory,""purchasehistory," and "posting history."

“User ID” indicates identification information for identifying user U. Further, “position history” indicates a position history that is a history of the user U's position and movement. Further, “search history” indicates a search history that is a history of search queries input by the user U. In addition, “browsing history” indicates a browsing history that is a history of contents that the user U has viewed. Moreover, "purchase history" indicates a purchase history that is a history of purchases by user U. Moreover, "posting history" indicates a posting history that is a history of postings by user U. Note that the "posting history" may include questions regarding user U's belongings.

For example, in the example shown in FIG. 6, user U identified by user ID "U1" moves as per "location history #1", searches as per "search history #1", and searches as per "view history #1". This indicates that the content is viewed according to "history #1", a predetermined product, etc. is purchased at a predetermined store etc. according to "purchase history #1", and the content is posted according to "post history #1".

Here, in the example shown in FIG. 6, abstracts such as "U1", "location history #1", "search history #1", "browsing history #1", "purchase history #1" and "posting history #1" are used. Although the figures are illustrated using ``U1'', ``Location history #1'', ``Search history #1'', ``Browsing history #1'', ``Purchase history #1'' and ``Posting history #1'', It is assumed that information such as specific character strings and numerical values is stored.

Note that the history information database 122 is not limited to the above, and may store various information depending on the purpose. For example, the history information database 122 may store the user U's usage history of a predetermined service. Further, the history information database 122 may store the user U's visit history to a physical store, visit history to a facility, or the like. Further, the history information database 122 may store the payment history of user U's payment using the terminal device 10 (electronic payment).

(Guidance information database 123)
The guidance information database 123 stores various types of information regarding proposed products that serve as "guidance destinations" for the user U and information on non-proposed products that serve as "obstacles." FIG. 7 is a diagram showing an example of the guidance information database 123. In the example shown in FIG. 7, the guidance information database 123 has items such as "user ID", "suggested product", "score", "category", "non-suggested product", and "placement".

“User ID” indicates identification information for identifying user U. Moreover, "suggested product" indicates a favorite suggested product to be recommended to the user. For example, based on the user information, the product that is estimated to be most interesting to the user U may be the suggested product.

Moreover, "score" indicates the score of the proposed product. Note that the proposed product may be selected based on the score. Further, the score of the proposed product may be obtained using a scoring model that estimates the score of the product or advertisement for the user. Moreover, "category" indicates the category of the proposed product.

Furthermore, "non-suggested product" indicates a non-suggested product that is presumed to be avoided by the user. For example, an object having a predetermined similarity with the favorite proposed product may be used as a bluff non-proposed product that is a winning horse. At this time, a product in the same category as the proposed product may be set as a non-proposed product. Furthermore, "arrangement" indicates the arrangement of advertisements on the display screen, the arrangement and display order of suggested products and non-suggested products, and the like.

For example, in the example shown in FIG. 7, the favorite "proposed product #1" to be recommended to the user U identified by the user ID "U1" has a score of "80" and is a product belonging to "category #1". This shows that by presenting "non-proposed product #11" as an "obstacle" in "arrangement #11", the probability of being converted to user U as a "guidance destination" is improved.

Here, in the example shown in FIG. 7, abstract values such as "U1", "proposed product #1", "category #1", "non-proposed product #11", and "arrangement #11" are used for illustration. , "U1", "Proposed product #1", "Category #1", "Non-proposed product #11", and "Placement #11" store information such as specific character strings and numerical values. .

Note that the guidance information database 123 is not limited to the above, and may store various information depending on the purpose. For example, the guidance information database 123 may store information regarding the scores and categories of non-suggested products, and the similarity between non-suggested products and suggested products. Further, the guidance information database 123 may store information such as a click through rate (CTR) and a conversion rate (CVR) of proposed products.

(Control unit 130)
Returning to FIG. 4, the explanation will be continued. The control unit 130 is a controller, and controls the server device 100 using, for example, a CPU (Central Processing Unit), an MPU (Micro Processing Unit), an ASIC (Application Specific Integrated Circuit), or an FPGA (Field Programmable Gate Array). This is realized by executing various programs (corresponding to an example of an information processing program) stored in an internal storage device using a storage area such as a RAM as a work area. In the example shown in FIG. 4, the control unit 130 includes an acquisition unit 131, a proposed product selection unit 132, a non-proposed product selection unit 133, a placement determination unit 134, and a provision unit 135.

(Acquisition unit 131)
The acquisition unit 131 acquires a search query input by the user U. For example, when the user U inputs a search query into a search engine or the like and performs a keyword search, the acquisition unit 131 acquires the search query via the communication unit 110. That is, the acquisition unit 131 acquires, via the communication unit 110, a keyword input by the user U into a search window of a search engine, site, or application.

The acquisition unit 131 also acquires user information regarding the user U via the communication unit 110. For example, the acquisition unit 131 acquires identification information indicating the user U (user ID, etc.), location information of the user U, attribute information of the user U, etc. from the terminal device 10 of the user U. Further, the acquisition unit 131 may acquire identification information indicating the user U, attribute information of the user U, etc. at the time of user U's user registration. The acquisition unit 131 then registers the user information in the user information database 121 of the storage unit 120.

Further, the acquisition unit 131 acquires various types of history information (log data) indicating the behavior of the user U via the communication unit 110. For example, the acquisition unit 131 acquires various types of history information indicating the behavior of the user U from the terminal device 10 of the user U or from various servers based on the user ID or the like. The acquisition unit 131 then registers various types of history information in the history information database 122 of the storage unit 120.

(Proposed product selection unit 132)
The suggested product selection unit 132 selects the favorite suggested product to be recommended to the user U. In addition, when selecting the favorite proposed product, the proposed product selection unit 132 may generate a model for estimating the proposed product by machine learning. Then, the suggested product selection unit 132 may use the model to estimate the favorite proposed product. For example, the suggested product selection unit 132 may generate a scoring model for estimating the score of a product or advertisement for the user U, and select the favorite suggested product based on the score obtained using the scoring model. good.

(Non-proposed product selection unit 133)
The non-suggested product selection unit 133 selects non-suggested products that the user U is expected to avoid. For example, the non-proposed product selection unit 133 selects an object that has a predetermined similarity to the proposed product as a non-proposed product.

(Placement determining unit 134)
The placement determining unit 134 determines the placement of advertisements on the display screen. Further, the placement determining unit 134 determines the placement of product information in an advertisement in which multiple products are placed.

Furthermore, the arrangement determining unit 134 may determine the order in which the information on non-proposed products and the information on suggested products are presented (display order). Furthermore, the arrangement determining unit 134 may determine the number of pieces of information about non-proposed products to be presented to the user U.

(Providing unit 135)
The providing unit 135 presents information on non-suggested products and information on suggested products to the terminal device 10 of the user U via the communication unit 110. For example, the providing unit 135 first presents information on non-suggested products, and then presents information on suggested products. Further, the providing unit 135 presents information on suggested products after sequentially presenting information on a predetermined number of non-suggested products. Further, the providing unit 135 presents information on suggested products to the user U who avoided information on non-suggested products. Alternatively, the providing unit 135 causes the terminal device 10 of the user U to display information on non-suggested products and information on suggested products in a carousel.

Further, the providing unit 135 presents information on non-suggested products and information on suggested products in the determined arrangement on the display screen. Further, the providing unit 135 presents information on non-proposed products and information on suggested products in the determined arrangement in the advertisement.

Further, the providing unit 135 may notify the provider terminal 200 of the provider (advertiser AD) of the status of information provision to the user U (advertisement distribution status) via the communication unit 110. For example, the providing unit 135 provides statistical information on advertisement distribution history to the provider terminal 200 of the advertiser AD.

Information on suggested products is a destination to which the user U is to be guided, and information on non-suggested products is an obstacle for guiding the user U to the destination.

[5. Processing procedure]
Next, a processing procedure by the server device 100 according to the embodiment will be described using FIG. 8. FIG. 8 is a flowchart showing the processing procedure according to the embodiment. Note that the processing procedure shown below is repeatedly executed by the control unit 130 of the server device 100.

As shown in FIG. 8, the acquisition unit 131 of the server device 100 acquires user information regarding the user U (step S101).

Subsequently, the suggested product selection unit 132 of the server device 100 selects the favorite suggested product to be recommended to the user U based on the user information (step S102).

Subsequently, the non-suggested product selection unit 133 of the server device 100 selects non-suggested products that are expected to be avoided by the user U (step S103).

Subsequently, the arrangement determining unit 134 of the server device 100 determines the display order and arrangement of the non-proposed product information and the proposed product information on the display screen (step S104).

Subsequently, the providing unit 135 of the server device 100 presents information on non-suggested products to the user U, and also presents information on suggested products (step S105).

Subsequently, the providing unit 135 of the server device 100 notifies the provider terminal 200, which is the provider of the information of the proposed product, of the presentation status of the information of the proposed product to the user U via the communication unit 110 (step S106).

[6. Modified example]
The terminal device 10 and server device 100 described above may be implemented in various different forms other than the above embodiments. Therefore, a modification of the embodiment will be described below.

In the above embodiment, part or all of the processing executed by the server device 100 may actually be executed by the terminal device 10. For example, the process may be completed stand-alone (by the terminal device 10 alone). In this case, it is assumed that the terminal device 10 has the functions of the server device 100 in the above embodiment. Further, in the embodiment described above, since the terminal device 10 cooperates with the server device 100, it appears to the user U that the terminal device 10 is also executing the processing of the server device 100. That is, from another point of view, it can be said that the terminal device 10 includes the server device 100.

Furthermore, in the above embodiment, the non-suggested product of the bluff that is the winning horse does not necessarily have to have a predetermined similarity to the proposed product of the favorite. For example, an object completely unrelated to the favorite proposed product may be selected as a non-proposed product. The server device 100 first presents to the terminal device 10 of the user U target information (advertisement) that is completely unrelated to the favorite proposed product, and when the user U is caught off guard, it displays the target suggested product. Information (advertisement) may also be presented.

Further, in the above embodiment, the server device 100 presents information (advertisement) on a non-suggested product for a winning horse to the terminal device 10 of the user U, and the user U When the user dislikes (advertisement) and performs an operation such as deletion/update/hide, information (advertisement) about the favorite proposed product may be presented.

[7. effect〕
As described above, the information processing device (the terminal device 10 and the server device 100) according to the present application includes the suggested product selection unit 132 that selects the favorite proposed product to be recommended to the user U, and the suggested product selection unit 132 that selects the recommended recommended product to be recommended to the user U. A non-suggested product selection unit 133 that selects non-suggested products to be offered, and a providing unit 135 that presents information on non-suggested products to the user U and information on suggested products.

The providing unit 135 first presents information on non-suggested products, and then presents information on suggested products.

The providing unit 135 sequentially presents information on a predetermined number of non-suggested products, and then presents information on suggested products.

The providing unit 135 presents information on suggested products to the user U who avoided information on non-suggested products.

The providing unit 135 causes the terminal device 10 of the user U to display information on non-suggested products and information on suggested products in a carousel.

The information processing device (terminal device 10 and server device 100) according to the present application further includes a placement determining unit 134 that determines the placement of advertisements on the display screen. The providing unit 135 presents information on non-suggested products and information on suggested products in the determined arrangement on the display screen.

The placement determining unit 134 determines the placement of product information in an advertisement in which multiple products are placed. The providing unit 135 presents information on non-proposed products and information on suggested products in the determined arrangement in the advertisement.

The non-proposed product selection unit 133 selects an object having a predetermined similarity with the proposed product as a non-proposed product.

Information on suggested products is a destination to which the user U is to be guided, and information on non-suggested products is an obstacle for guiding the user U to the destination.

By using any one or a combination of the above-described processes, the information processing device according to the present application can guide the user to the desired advertisement while presenting the bluff advertisement.

[8. Hardware configuration]
Further, the terminal device 10 and the server device 100 according to the embodiments described above are realized by, for example, a computer 1000 having a configuration as shown in FIG. The following will explain the server device 100 as an example. FIG. 9 is a diagram showing an example of the hardware configuration. The computer 1000 is connected to an output device 1010 and an input device 1020, and a calculation device 1030, a primary storage device 1040, a secondary storage device 1050, an output I/F (Interface) 1060, an input I/F 1070, and a network I/F 1080 are connected to a bus. 1090.

The arithmetic unit 1030 operates based on programs stored in the primary storage device 1040 and the secondary storage device 1050, programs read from the input device 1020, and performs various processes. The arithmetic device 1030 is realized by, for example, a CPU (Central Processing Unit), an MPU (Micro Processing Unit), an ASIC (Application Specific Integrated Circuit), an FPGA (Field Programmable Gate Array), or the like.

The primary storage device 1040 is a memory device such as a RAM (Random Access Memory) that temporarily stores data used by the calculation device 1030 for various calculations. Further, the secondary storage device 1050 is a storage device in which data used by the calculation device 1030 for various calculations and various databases are registered, and includes a ROM (Read Only Memory), an HDD (Hard Disk Drive), and an SSD (Solid Disk Drive). This is realized using flash memory, etc. The secondary storage device 1050 may be a built-in storage or an external storage. Further, the secondary storage device 1050 may be a removable storage medium such as a USB (Universal Serial Bus) memory or an SD (Secure Digital) memory card. Further, the secondary storage device 1050 may be a cloud storage (online storage), a NAS (Network Attached Storage), a file server, or the like.

The output I/F 1060 is an interface for transmitting information to be output to the output device 1010 that outputs various information such as a display, a projector, and a printer. (Digital Visual Interface) and HDMI (registered trademark) (High Definition Multimedia Interface). Further, the input I/F 1070 is an interface for receiving information from various input devices 1020 such as a mouse, keyboard, keypad, button, scanner, etc., and is realized by, for example, a USB or the like.

Further, the output I/F 1060 and the input I/F 1070 may be wirelessly connected to the output device 1010 and the input device 1020, respectively. That is, output device 1010 and input device 1020 may be wireless devices.

Moreover, the output device 1010 and the input device 1020 may be integrated like a touch panel. In this case, the output I/F 1060 and the input I/F 1070 may also be integrated as an input/output I/F.

Note that the input device 1020 is, for example, an optical recording medium such as a CD (Compact Disc), a DVD (Digital Versatile Disc), or a PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), or a tape. It may be a device that reads information from a medium, a magnetic recording medium, a semiconductor memory, or the like.

Network I/F 1080 receives data from other devices via network N and sends it to computing device 1030, and also sends data generated by computing device 1030 to other devices via network N.

Arithmetic device 1030 controls output device 1010 and input device 1020 via output I/F 1060 and input I/F 1070. For example, the arithmetic device 1030 loads a program from the input device 1020 or the secondary storage device 1050 onto the primary storage device 1040, and executes the loaded program.

For example, when the computer 1000 functions as the server device 100, the arithmetic unit 1030 of the computer 1000 realizes the functions of the control unit 130 by executing a program loaded onto the primary storage device 1040. Further, the arithmetic device 1030 of the computer 1000 may load a program obtained from another device via the network I/F 1080 onto the primary storage device 1040, and execute the loaded program. Furthermore, the arithmetic unit 1030 of the computer 1000 may cooperate with other devices via the network I/F 1080, and may call and use program functions, data, etc. from other programs of other devices.

[9. others〕
Although the embodiments of the present application have been described above, the present invention is not limited to the contents of these embodiments. Furthermore, the above-mentioned components include those that can be easily assumed by those skilled in the art, those that are substantially the same, and those that are in a so-called equivalent range. Furthermore, the aforementioned components can be combined as appropriate. Furthermore, various omissions, substitutions, or modifications of the constituent elements can be made without departing from the gist of the embodiments described above.

Further, among the processes described in the above embodiments, all or part of the processes described as being performed automatically can be performed manually, or the processes described as being performed manually can be performed manually. All or part of this can also be performed automatically using known methods. In addition, information including the processing procedures, specific names, and various data and parameters shown in the above documents and drawings may be changed arbitrarily, unless otherwise specified. For example, the various information shown in each figure is not limited to the illustrated information.

Furthermore, each component of each device shown in the drawings is functionally conceptual, and does not necessarily need to be physically configured as shown in the drawings. In other words, the specific form of distributing and integrating each device is not limited to what is shown in the diagram, and all or part of the devices can be functionally or physically distributed or integrated in arbitrary units depending on various loads and usage conditions. Can be integrated and configured.

For example, the server device 100 described above may be realized by a plurality of server computers, and depending on the function, it may be realized by calling an external platform etc. using an API (Application Programming Interface), network computing, etc. Can be changed flexibly.

Furthermore, the above-described embodiments and modifications can be combined as appropriate within a range that does not conflict with the processing contents.

Further, the above-mentioned "section, module, unit" can be read as "means", "circuit", etc. For example, the acquisition unit can be read as an acquisition means or an acquisition circuit.

1 Information processing system 10 Terminal device 100 Server device 110 Communication unit 120 Storage unit 121 User information database 122 History information database 123 Guidance information database 130 Control unit 131 Acquisition unit 132 Suggested product selection unit 133 Non-proposed product selection unit 134 Placement determination unit 135 Provision Department

Claims (11)

A proposed product selection department that selects recommended recommended products to recommend to users;
a non-suggested product selection unit that selects non-suggested products that are presumed to be avoided by the user;
An information processing device comprising: a providing unit that presents information on the non-suggested product to the user and information on the suggested product. The information processing device according to claim 1, wherein the providing unit first presents information on the non-suggested product, and then presents information on the proposed product. The information processing device according to claim 1, wherein the providing unit presents information on the suggested product after sequentially presenting information on a predetermined number of the non-suggested products. The information processing device according to claim 1, wherein the providing unit presents information on the suggested product to the user who avoided information on the non-suggested product. The information processing device according to claim 1, wherein the providing unit causes the user's terminal device to display the information on the non-suggested product and the information on the suggested product in a carousel. further comprising a placement determining unit that determines placement of the advertisement on the display screen;
The information processing device according to claim 1, wherein the providing unit presents information on the non-proposed product and information on the proposed product in a determined arrangement on the display screen. The placement determining unit determines placement of product information in an advertisement in which multiple products are placed;
The information processing device according to claim 6, wherein the providing unit presents information on the non-proposed product and information on the proposed product in a determined arrangement in the advertisement. The information processing device according to claim 1, wherein the non-proposed product selection unit selects an object having a predetermined similarity with the proposed product as the non-proposed product. The information on the proposed product is a destination to which the user is to be guided;
The information processing device according to claim 1, wherein the information on the non-suggested product is an obstacle for guiding the user to the guidance destination. An information processing method executed by an information processing device, the method comprising:
a suggested product selection step of selecting the favorite suggested product to recommend to the user;
a non-suggested product selection step of selecting non-suggested products that are presumed to be avoided by the user;
An information processing method comprising: presenting information on the non-suggested product to the user and presenting information on the suggested product. A suggested product selection procedure for selecting the favorite suggested product to recommend to users;
a non-suggested product selection procedure for selecting non-suggested products that are presumed to be avoided by the user;
An information processing program that causes a computer to execute the following steps: presenting information on the non-suggested product to the user, and presenting information on the suggested product.

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