JP6679250B2 - Determination device, determination method, and determination program - Google Patents

Description

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

  In recent years, advertisement distribution via the Internet has become popular. As a technology related to such advertisement distribution, advertisement contents such as still images, moving images, and texts related to companies and products are displayed at predetermined positions on a Web page, and provided by an advertiser when the user clicks the advertisement contents. Advertising delivery is known for displaying pages. For example, in such technology, a user's attribute profile is estimated from a user's expression history such as a query for search, content of a blog or homepage, writing in a comment field of a blog, and the estimated attribute profile of the user is obtained. Serve ads based on.

JP, 2009-145968, A

  However, the above-mentioned conventional techniques have not always been able to enhance the effect of contents. For example, in the above-mentioned conventional technology, it is estimated whether or not a product is owned by performing a morpheme analysis of writing in a comment field of a blog, etc., and if a product as a topic is already purchased, the relation of the product is related. An advertisement of a product is distributed, and when a topic product is not purchased, an advertisement of a product similar to the product is distributed. Therefore, in the above-mentioned conventional technique, the pattern of advertisements to be distributed to users is limited to advertisements related to products. For this reason, the above-described conventional techniques have not always been able to enhance the effect of contents.

  The present application has been made in view of the above, and an object thereof is to provide a determination device, a determination method, and a determination program that can enhance the effect of content.

  The determination device according to the present application, based on the situation of the user estimated from the acquisition unit that acquires the behavior information about the user and the behavior information related to the content to be delivered to the user, the presentation information presented in the content. And a determining unit for determining.

  According to one aspect of the embodiment, it is possible to enhance the effect of the content.

FIG. 1 is an explanatory diagram illustrating an example of distribution processing by the distribution system according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the distribution system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution device according to the embodiment. FIG. 4 is a diagram illustrating an example of the content information storage unit according to the embodiment. FIG. 5 is a diagram illustrating an example of the behavior information storage unit according to the embodiment. FIG. 6 is a diagram illustrating an example of the behavior information storage unit according to the embodiment. FIG. 7 is a sequence diagram showing a distribution processing procedure by the distribution system. FIG. 8 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertisement distribution device.

  Hereinafter, modes (hereinafter, referred to as “embodiments”) for carrying out the determination device, the determination method, and the determination program according to the present application will be described in detail with reference to the drawings. Note that the determination device, the determination method, and the determination program according to the present application are not limited to this embodiment. Further, in the following embodiments, the same parts are designated by the same reference numerals, and duplicated description will be omitted.

[1. Embodiment)
[1-1. Delivery processing according to the embodiment]
First, an example of the distribution process according to the embodiment will be described with reference to FIG. FIG. 1 is an explanatory diagram illustrating an example of distribution processing by the distribution system 1 according to the embodiment. In the example of FIG. 1, the advertisement distribution device 100 (corresponding to an example of a determining device) distributes advertisement content (corresponding to an example of content) to the terminal device 10A of the user U1 and the terminal device 10B of the user U2. Delivery processing is performed.

  As shown in FIG. 1, the distribution system 1 includes a terminal device 10A, a terminal device 10B, and an advertisement distribution device 100. The terminal device 10A, the terminal device 10B, and the advertisement distribution device 100 are communicatively connected to a network in a wired or wireless manner. In the following description, the terminal devices 10A to 10B may be collectively referred to as "terminal device 10" when they are collectively referred to without distinction.

  The terminal device 10 displays a web page or advertisement content on the screen. For example, the terminal device 10 transmits an advertisement content acquisition request to the advertisement distribution device 100 via the network. Then, the terminal device 10 receives the advertising content as a response to the acquisition request for the advertising content. Then, the terminal device 10 displays the received advertising content on the screen.

  The advertisement distribution device 100 distributes advertisement content. For example, when the advertisement distribution device 100 receives an advertisement content acquisition request via a network, the advertisement distribution apparatus 100 distributes the advertisement content to the transmission source of the advertisement content acquisition request. As an example, the advertisement distribution device 100 distributes to the terminal device 10 the advertising content related to the restaurant submitted by the restaurant business owner who is the submitter.

  Here, it is desirable that the advertisement distribution device 100 distributes the advertisement content including information that is highly effective for the user. Therefore, the advertisement distribution device 100 optimizes the information included in the advertisement content, and executes the distribution process of distributing the advertisement content in which the information suitable for the situation of the user is incorporated.

  Specifically, first, the terminal devices 10A to 10B transmit an advertisement content acquisition request (step S1). For example, when the terminal devices 10A to 10B receive an operation of accessing the web page W1 from the users U1 to U2, the terminal device 10A to 10B requests the advertisement distribution device 100 to acquire the advertisement content displayed in the advertisement frame AR1 of the web page W1. Send. Thereby, the advertisement distribution device 100 receives the acquisition request for the advertisement content from the terminal devices 10A to 10B.

  Subsequently, the advertisement distribution device 100 determines the advertisement content to be distributed to the users U1 and U2 (step S2). Specifically, the advertisement distribution device 100 determines the advertisement content to be distributed to the users U1 and U2 by using the targeting advertisement technology. For example, the advertisement distribution device 100 determines the content to be distributed to the users U1 and U2 based on the user attribute indicating the characteristics of the users U1 and U2. In the example of FIG. 1, the advertisement distribution device 100 determines the advertisement content C1 that is the advertisement content that targets the restaurant “Italian A” as the advertisement content to be distributed to the users U1 and U2.

  Then, the advertisement distribution device 100 acquires the action information regarding the users U1 and U2 (step S3). Specifically, the advertisement distribution device 100 acquires action information related to the advertisement content C1 distributed to the users U1 and U2, respectively. For example, the advertisement distribution device 100 uses, as the behavior information, the number of times the users U1 and U2 browse the homepage of “Italian A”, which is the target of the advertisement content C1, and the number of times the users U1 and U2 visit the “Italian A” store. Acquires information about the reservation date and time when the reservation was made.

  Then, the advertisement distribution device 100 determines the presentation information to be presented in the advertisement content C1 based on the situations of the users U1 and U2 estimated from the behavior information related to the advertisement content C1 to be distributed to the users U1 and U2 ( Step S4). Specifically, the advertisement distribution device 100 determines the presentation information based on the behavior of the users U1 and U2 with respect to the “Italian A” that is the target of the advertisement content C1 as the status of the users U1 and U2. More specifically, the advertisement distribution device 100 uses, as the presentation information, information incorporating a link destination related to the advertising content C1 according to the actions of the users U1 and U2 with respect to the “Italian A” that is the target of the advertising content C1. decide. The presentation information is automatically generated by the advertisement distribution device 100 according to the situations of the users U1 and U2, for example.

  As an example, the advertisement distribution device 100 introduces “Italian A” when the number of contact of the user with “Italian A”, which is the target of the advertising content C1, is less than a predetermined threshold as the user's situation. RC1 is determined as the presentation information. The reputation information RC1 is a content in which a link of a word-of-mouth page in which a reputation regarding "Italian A" is posted is incorporated. For example, the reputation information RC1 causes a process of displaying a page of reviews regarding “Italian A” when selected by the user.

  In another example, the advertisement distribution device 100 submits the advertisement content C1 when the number of contact times of the user with respect to “Italian A”, which is the target of the advertisement content C1 is more than a predetermined threshold, as the situation of the user. Guidance information RC2 that guides the action leading to the profit of the restaurant business owner who is the author is determined as the presentation information. The guidance information RC2 is a content in which the telephone number of the "Italian A" store is incorporated. For example, when the guide information RC2 is selected by the user, the guide information RC2 causes a process of making a call to the store of “Italian A”.

  In another example, the advertisement distribution device 100 determines, as the user status, “Italian” when the reservation time of the user for “Italian A”, which is the target of the advertising content C1, is within a predetermined period from the current time. The location information RC3 related to “A” is determined as the presentation information. The location information RC3 is content in which a link of a map indicating the location of the "Italian A" store is incorporated. For example, when the location information RC3 is selected by the user, the location information RC3 causes a process of displaying a map showing the location of the store of “Italian A”.

  Further, in another example, when the user's reservation time for the “Italian A”, which is the target of the advertising content C1, has passed a predetermined period from the current time, the advertisement distribution device 100 indicates “ The privilege information RC4 related to “Italian A” is determined as the presentation information. The privilege information RC4 is a content in which the link of the coupon of “Italian A” is incorporated. For example, the privilege information RC4, when selected by the user, causes the process of displaying the coupon of “Italian A”.

  In the example of FIG. 1, it is assumed that the user U1 has never visited the home page or reserved a visit to “Italian A” and has not made contact with “Italian A”. In this case, the number of contact of the user U1 with “Italian A” is less than the predetermined threshold value, and thus the advertisement distribution device 100 determines the reputation information RC1 as the presentation information. Then, the advertisement distribution device 100 distributes the advertisement content C11 incorporating the reputation information RC1 that is the determined presentation information to the terminal device 10A (step S5). Thereby, the terminal device 10A receives the advertisement content C11 from the advertisement distribution device 100. Then, the terminal device 10A displays the received advertisement content C11 (step S6). Specifically, the terminal device 10A displays the Web page W1 in which the received advertising content C11 is displayed in the advertising space AR1.

  On the other hand, it is assumed that the user U2 has made a reservation for "Italian A" the next day. In this case, since the reservation time of the user U2 for “Italian A” is within the predetermined period from the current time and the date and time of coming to the store is imminent, the advertisement distribution device 100 determines the location information RC3 as the presentation information. Then, the advertisement distribution device 100 distributes the advertisement content C13 in which the location information RC3, which is the determined presentation information, is incorporated to the terminal device 10B (step S5). Thereby, the terminal device 10B receives the advertisement content C13 from the advertisement distribution device 100. Then, the terminal device 10B displays the received advertising content C13 (step S6). Specifically, the terminal device 10B displays the Web page W1 in which the received advertising content C13 is displayed in the advertising space AR1.

  In this way, the advertisement distribution device 100 according to the embodiment acquires the behavior information about the user. Further, the advertisement distribution device 100 determines the presentation information presented in the content based on the user's situation estimated from the behavior information related to the content to be distributed to the user.

  Accordingly, the advertisement distribution device 100 can determine the information to be presented according to the situation of the user, so that the effect of the content can be enhanced. For example, since the advertisement distribution device 100 can incorporate presentation information suitable for the current situation of the user into the content, the advertisement distribution apparatus 100 can distribute the content that the user does not dislike. As an example, the advertisement distribution device 100 can step out the presented information in stages according to the experience of the user such as the access history to the home page that the content appealing target has, the reservation history, and the like, thus enhancing the effect of the content. be able to.

  Further, the advertisement distribution device 100 according to the embodiment determines the presentation information based on, as the user's situation, the user's behavior with respect to the appeal target of the content to be distributed to the user. Accordingly, the advertisement distribution device 100 can determine the presentation information according to the experience of the user with respect to the content appeal target, and thus can distribute the content in which the information suitable for the situation of the user is incorporated.

  Further, the advertisement distribution device 100 according to the embodiment determines, as the presentation information, the information incorporating the link destination related to the content according to the user's action with respect to the appeal target of the content. Accordingly, the advertisement distribution device 100 can present the link destination according to the experience of the user with respect to the target of appeal of the content, so that the effect of the content can be enhanced.

  Further, the advertisement distribution device 100 according to the embodiment determines, as the presentation information, the reputation information that introduces the appeal target when the number of times the user contacts the appeal target of the content is less than a predetermined threshold as the situation of the user. As a result, the advertisement distribution device 100 can introduce the appeal target to the user who has a shallow relationship with the appeal target of the content, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can make the user understand the word-of-mouth for the appeal target, and thus can deepen the relationship between the appeal target and the user.

  Further, the advertisement distribution device 100 according to the embodiment guides to an action leading to the interest of the uploader who has submitted the content when the number of times the user has contacted the target of the content is more than a predetermined threshold as the user's situation. The guidance information to be performed is determined as the presentation information. Accordingly, the advertisement distribution device 100 can present the guide information to the user who has a deep relationship with the target of appeal of the content, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can facilitate the action that leads to the profit of the uploader, and thus can increase the conversion rate.

  Further, the advertisement distribution device 100 according to the embodiment determines the location information related to the appeal target as the presentation information when the user's reservation time for the content appeal target is within a predetermined period from the current time as the user's situation. To do. As a result, the advertisement distribution device 100 can present the location information to the user who is approaching the visit, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can make the user know the place to be appealed before the reserved time, and thus the convenience of the user can be improved.

  Further, the advertisement distribution device 100 according to the embodiment uses, as the user status, the privilege information related to the appeal target as the presentation information when the reservation time of the user for the content appeal target has passed a predetermined period from the current time. decide. As a result, the advertisement distribution device 100 can present the privilege information to the user whose relationship with the appeal target is distant, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can present the coupon to be appealed to to a user who has not been contacted for a while since the previous reservation, so that the conversion rate can be increased.

  It should be noted that although FIG. 1 illustrates four pieces of presentation information for simplification of description, the number of pieces of presentation information is not limited to four in reality, and information to be incorporated in the content is determined from a plurality of pieces of presentation information according to the situation of the user. .

[1-2. Configuration of distribution system]
Next, the configuration of the distribution system according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the distribution system 1 according to the embodiment. As shown in FIG. 2, the distribution system 1 includes a terminal device 10, an advertiser device 20, an information providing device 30, and an advertisement distribution device 100. The terminal device 10, the advertiser device 20, the information providing device 30, and the advertisement distribution device 100 are communicably connected via a network N by wire or wirelessly. The distribution system 1 shown in FIG. 2 may include a plurality of terminal devices 10, a plurality of advertiser devices 20, a plurality of information providing devices 30, and a plurality of advertisement distribution devices 100. Good.

  The terminal device 10 is an information processing device such as a desktop PC (Personal Computer), a notebook PC, a tablet terminal, a smartphone, a mobile phone, and a PDA (Personal Digital Assistant). The terminal device 10 is used by a user who browses a web page. Specifically, the terminal device 10 receives a web page from the information providing device 30 and displays the received web page on the screen according to the operation by the user. When the Web page includes an advertisement acquisition command to be described later, the terminal device 10 receives the advertisement content from the advertisement distribution device 100 and displays the received advertisement content on the screen.

  The advertiser device 20 is an information processing device used by the advertiser. For example, the advertiser device 20 is a desktop PC, a notebook PC, a tablet terminal, a smartphone, a mobile phone, a PDA, or the like. The advertiser device 20 submits the advertisement content to the advertisement distribution device 100 according to the operation by the advertiser. For example, the advertiser device 20 advertises, as the advertising content, a still image, a moving image, text data, an advertising content incorporating a URL (Uniform Resource Locator) for accessing a homepage managed by the advertiser, or the like. The manuscript is submitted to the distribution device 100.

  Note that the advertiser may request the agency to submit the advertisement content. In this case, it is the agency that submits the advertisement content to the advertisement distribution device 100. In the following, the notation “advertiser” is a concept that includes not only the advertiser but also the agency, and the notation “advertiser device” means not only the advertiser device 20 but also the agency device used by the agency. It is assumed to be a concept including.

  The information providing device 30 is a web server or the like that delivers a web page to the terminal device 10. For example, the information providing device 30 may be a news site, an auction site, a weather forecast site, a shopping site, a finance (stock price) site, a route search site, a map providing site, a travel site, a restaurant introduction site, various web pages related to web blogs, etc. To deliver.

  The Web page distributed by the information providing device 30 is formed of, for example, an HTML file described in HTML (HyperText Markup Language), an XML file described in XML (Extensible Markup Language), or the like. Then, the Web page distributed by the information providing apparatus 30 includes control information for controlling the display mode of the Web page and the advertising content. This control information is described in an HTML file or the like that forms a Web page using a script language such as Java Script (registered trademark) or CSS (Cascading Style Sheets).

  Further, the Web page distributed by the information providing device 30 includes an advertisement acquisition command. For example, the URL of the advertisement distribution device 100 or the like is described as an advertisement acquisition command in an HTML file or the like that forms a Web page. In this case, the terminal device 10 acquires the advertisement content from the advertisement distribution device 100 by accessing the URL described in the HTML file or the like.

  The advertisement distribution device 100 is a server device that distributes advertisement content. Specifically, the advertisement distribution device 100 distributes the advertisement content submitted from the advertiser device 20. For example, when the advertisement distribution device 100 receives an advertisement content acquisition request, the advertisement distribution apparatus 100 distributes the advertisement content to the transmission source of the advertisement content acquisition request. As an example, the advertisement distribution device 100 distributes to the terminal device 10 the advertising content regarding the restaurant submitted by the restaurant business owner who is the submitter.

[1-3. Configuration of Advertisement Distribution Device According to Embodiment]
Next, the configuration of the advertisement distribution device 100 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution device 100 according to the embodiment. As shown in FIG. 3, the advertisement distribution device 100 includes a communication unit 110, a storage unit 120, and a control unit 130. The advertisement distribution device 100 includes an input unit (for example, a keyboard or a mouse) that receives various operations from an administrator or the like who uses the advertisement distribution device 100, and a display unit (for example, a liquid crystal display or the like) for displaying various information. ) May be included.

(About the communication unit 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card) or the like. Specifically, the communication unit 110 is connected to a network by wire or wirelessly, and transmits / receives information to / from the terminal device 10, the advertiser device 20, and the advertisement distribution device 100 via the network. For example, the communication unit 110 transmits and receives various acquisition requests and contents with the terminal device 10, the advertiser device 20, and the advertisement distribution device 100.

(About the storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory (Flash Memory), or a storage device such as a hard disk or an optical disk. The storage unit 120 includes a content information storage unit 121 and a behavior information storage unit 122.

(About the content information storage unit 121)
The content information storage unit 121 stores information about content to be distributed to users. Specifically, the content information storage unit 121 stores, for each advertising content, information about the sender, the bid price, the CTR (Click Through Rate), and the like. Here, FIG. 4 shows an example of the content information storage unit 121 according to the embodiment. As shown in FIG. 4, the content information storage unit 121 has items such as “advertiser ID”, “advertising content”, “bid price”, and “CTR”.

  The “advertiser ID” indicates identification information for identifying the advertiser or the advertiser device 20. For example, the "advertiser ID" stores a unique character string such as alphanumeric characters that is individually assigned to each advertiser as identification information. The “advertising content” indicates the advertising content submitted from the advertiser device 20. Although FIG. 4 shows an example in which conceptual information such as “C1” is stored in the “advertising content”, in actuality, still images, moving images, text data, URLs, or files indicating their storage locations. Path name etc. are stored. The “bid price” indicates an advertisement fee specified when the advertiser submits the advertisement content. For example, the “bid price” corresponds to the unit price paid from the advertiser to the advertisement distributor (for example, the administrator of the advertisement distribution device 100) when the advertisement content is clicked by the user once. In the present embodiment, the “bid price” may be a unit price paid from the advertiser to the advertisement distributor when the user makes a single designation operation. “CTR” indicates a value obtained by dividing the number of times the advertising content is clicked by the number of times the advertising content is displayed. The CTR of the advertising content that has not been delivered to the terminal device 10 has a predetermined fixed value, the average CTR value of all the advertising content, or the same category (for example, Italian food, French food). ), The average value of CTR in all the advertisement contents belonging to Further, the “CTR” may store a predicted CTR predicted from a CTR prediction model or the like. Such a predicted CTR is predicted based on, for example, the type of advertising content, the type of web page on which the advertising content is displayed, and the like.

  That is, FIG. 4 shows an example in which the advertiser identified by the advertiser ID “B10” specifies the bid price “100” and submits the advertisement content “C1”. Further, FIG. 4 shows an example in which the CTR of the advertising content “C1” is “0.02”.

(About the behavior information storage unit 122)
The behavior information storage unit 122 stores information regarding the behavior of the user. Specifically, the behavior information storage unit 122 stores, for each behavior, information regarding the user who performed the behavior and the date and time. Here, FIG. 5 illustrates a behavior information storage unit 122a that is an example of the behavior information storage unit 122 according to the embodiment. As shown in FIG. 5, the behavior information storage unit 122a has items such as "user ID", "URL", and "access date and time".

  “User ID” indicates identification information for identifying a user. For example, in the "user ID", a unique character string such as alphanumeric characters that is individually assigned to each user is stored as identification information. “URL” indicates the URL of the home page accessed by the user. For example, the URL of the homepage of a restaurant or the like that is the target of advertising content is stored in “URL”. The “access date and time” indicates the date and time when the user accessed the home page corresponding to the “URL”.

  That is, in FIG. 5, the user identified by the user ID “U2” is “2015/7/6 14:00” in “http://xxx.italianA.co.jp” which is the home page of “Italian A”. Shows an example of accessing. Further, in FIG. 5, the user identified by the user ID “U1” accesses “http://xxx.asianB.co.jp”, which is the homepage of Asian B, “2015/7/6 15:00”. An example is shown. Further, FIG. 5 illustrates an example in which the user identified by the user ID “U2” browses the home page of “Italian A” three times. On the other hand, the user identified by the user ID “U1” shows an example in which the home page of “Italian A” has never been viewed.

  As another example, FIG. 6 illustrates a behavior information storage unit 122b that is an example of the behavior information storage unit 122 according to the embodiment. As shown in FIG. 6, the behavior information storage unit 122b has items such as "user ID", "store", and "reservation time".

  “User ID” indicates identification information for identifying a user. For example, in the "user ID", a unique character string such as alphanumeric characters that is individually assigned to each user is stored as identification information. The “store” indicates the identification information of the target for which the user has made a reservation. For example, the "store" stores the name of the store where the user has made a reservation to visit the store. The "reservation time" indicates the date and time at which the user has made a reservation. For example, the "reservation time" indicates the date and time of the visit made by the user.

  That is, FIG. 6 shows an example in which the user identified by the user ID “U4” makes a reservation to visit the store “Italian A” at the reservation time “2015/1/20 14:00”. Further, FIG. 6 illustrates an example in which the user identified by the user ID “U3” makes a reservation to visit the store “Italian A” at the reservation time “2015/7/10 18:00”.

(About the control unit 130)
Returning to FIG. 3, the control unit 130 is, for example, a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like, and stores various programs (corresponding to an example of a determination program) stored in a storage device inside the advertisement distribution device 100. ) Is executed by using the RAM as a work area. Further, the control unit 130 is realized by, for example, an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

  As shown in FIG. 3, the control unit 130 includes a reception unit 131, an acquisition unit 132, a determination unit 133, and a distribution unit 134, and realizes or executes the functions and actions of information processing described below. . Note that the internal configuration of the control unit 130 is not limited to the configuration shown in FIG. 3, and may be another configuration as long as it is a configuration that performs a distribution process described below. Further, the connection relationship between the processing units included in the control unit 130 is not limited to the connection relationship illustrated in FIG. 3 and may be another connection relationship.

(About the receiving unit 131)
The receiving unit 131 receives various acquisition requests from the terminal device 10. Specifically, the receiving unit 131 receives a content acquisition request from the terminal device 10 when the user operates the terminal device 10 to access a Web page. Further, the receiving unit 131 receives the behavior information regarding the user. For example, the receiving unit 131 receives action information indicating that the user has operated the terminal device 10 to browse the target homepage or make a reservation. Then, when the receiving unit 131 receives the action information regarding the user, the receiving unit 131 stores the received action information in the action information storage unit 122. For example, the reception unit 131 stores the behavior information regarding the user in the behavior information storage unit 122 in association with the user ID corresponding to the user.

(About acquisition unit 132)
The acquisition unit 132 acquires action information regarding the user. Specifically, when the reception unit 131 receives a content acquisition request from the terminal device 10 of the user, the acquisition unit 132 acquires the behavior information about the user. For example, the acquisition unit 132 refers to the behavior information storage unit 122 and acquires behavior information related to the appeal target of the advertising content to be distributed to the user. As an example, the acquisition unit 132 refers to the behavior information storage unit 122 and acquires, as the behavior information, the number of times the user browses the homepage targeted for the advertising content to be distributed to the user, the reservation time to visit the store, and the like. To do.

(About the determination unit 133)
The determining unit 133 determines the presentation information to be presented in the content, based on the situation of the user estimated from the behavior information related to the content to be distributed to the user. In other words, the determining unit 133 determines the presentation information for the purpose of properly using a plurality of expansive subsidiary functions that give options to the content based on the experience of the user with respect to the content appeal target. Specifically, the determining unit 133 first determines the advertisement content to be distributed to the user by using the targeting advertisement technique. For example, the determining unit 133 determines the advertising content to be distributed to the user based on the user attribute indicating the characteristic of the user. As an example, the determination unit 133 may determine the user based on demographic attributes such as gender, age, living area, income, occupation, educational background, family structure, and psychographic attributes such as lifestyle, preferences, and values. Determine the advertising content to be delivered to. The determining unit 133 may refer to the content information storage unit 121 and determine the advertising content to be distributed to the user based on the bid price and the CTR.

  Further, the determining unit 133 determines the presentation information based on, as the user's situation, the user's behavior with respect to the appeal target of the content to be distributed to the user. More specifically, the determination unit 133 determines, as the presentation information, information incorporating a link destination related to the content according to the user's behavior with respect to the appeal target of the content to be distributed to the user. For example, the determination unit 133 determines, based on the situation of the user, the presentation information to be presented in the content for which the appeal target is the same, from a plurality of pieces of presentation information having different display information. As one aspect, the determination unit 133 is configured to display presentation information, which is an element (for example, a button) that executes processing according to the user's situation when the user selects one of the display information based on the user's situation. The presentation information to be presented in the content is determined from the inside. Here, in the content, when a portion other than the element is selected by the user, the content is caused to perform a process of accessing a page related to the appeal target. That is, as for the content, when the user selects a portion other than the button in the advertisement content, for example, a process of displaying a common landing page managed by the target of appeal of the content is executed regardless of the presentation information. Let

  As an example, the determination unit 133 determines, as the presentation information, reputation information that introduces the appeal target when the number of times the user has contacted the appeal target of the content is less than a predetermined threshold as the situation of the user. In other words, the determination unit 133 determines reputation information as the presentation information when the user is in the initial stage of establishing a relationship with the appeal target of the content. In the example of FIG. 5, the user U1 identified by the user ID “U1” has not accessed or browsed the home page of “Italian A” even once. Therefore, the determination unit 133 determines the reputation information that introduces “Italian A” as the presentation information because the user U1 is not in contact with “Italian A” yet. As an example, the determination unit 133 determines, as the presentation information, the content in which the link to the word-of-mouth site in which the evaluation for “Italian A” is posted is incorporated as the reputation information.

  In another example, when the number of times the user has contacted the target of the content is more than a predetermined threshold as the situation of the user, the determination unit 133 guides the action leading to the benefit of the uploader who submitted the content. The information is determined as the presentation information. In other words, the deciding unit 133 decides the guide information as the presentation information when the user is in the maturity stage after the initial stage of the construction of the relationship with the appeal subject of the content. In the example of FIG. 5, the user U2 identified by the user ID “U2” has the number of browsing times of the home page of “Italian A” is “3” and has made a plurality of contacts. Therefore, since the user U2 has visited the homepage of "Italian A" before, the determination unit 133 determines the guidance information for guiding the action leading to the profit of "Italian A" as the presentation information. As an example, the determination unit 133 determines, as the guidance information, the content in which the control information for making a call to "Italian A" is incorporated as the guidance information.

  In another example, the determination unit 133 determines the location information related to the appeal target as the presentation information when the user's reservation time for the content appeal target is within a predetermined period from the current time as the user's situation. In other words, the determining unit 133 determines the place information as the presentation information when the reserved time is a time that is in the future from the current time. In the example of FIG. 6, the user U3 identified by the user ID “U3” makes a reservation to visit the store “Italian A” at “2015/7/10 18:00”. Here, it is assumed that the current time is “2015/7/9 21:00”. In this case, the deciding unit 133 presents the location information related to “Italian A” because the reservation time is in the future from the current time and the date and time when the user U3 comes to “Italian A” is approaching on the next day. Determine as information. As an example, the determining unit 133 determines, as the presentation information, the content in which the link to the map showing the location of “Italian A” is incorporated as the location information.

  In another example, the determination unit 133 determines the privilege information related to the appeal target as the presentation information when the user's reservation time for the content appeal target has passed a predetermined period from the current time as the user's situation. . In other words, the determination unit 133 determines the privilege information as the presentation information when the reserved time is a time earlier than the current time. In the example of FIG. 6, the user U4 identified by the user ID “U4” makes a reservation to visit the “Italian A” at “2015/1/20 18:00”. Here, it is assumed that the current time is “2015/7/9 21:00”. In this case, the determination unit 133 determines that the user U4 has not visited the "Italian A" store for a while since the previous reservation because the reservation time is past the present time and more than 5 months have passed. The privilege information related to “Italian A” is determined as the presentation information. As an example, the determination unit 133 determines, as the presentation information, the content in which the link to the coupon for the discount of “Italian A” is incorporated as the privilege information.

(About distribution unit 134)
The distribution unit 134 distributes the content including the presentation information determined by the determination unit 133 to the user. Specifically, the distribution unit 134 distributes, to the user, advertisement content generated by incorporating information such as reputation information, guidance information, location information, and privilege information as presentation information. In the example of FIG. 5, the delivery unit 134 delivers, to the user U1, the advertisement content including the link to the word-of-mouth site in which the evaluation for “Italian A” is posted. Further, the distribution unit 134 distributes, to the user U2, the advertising content in which the guidance information for making a call to "Italian A" is incorporated by being selected. In the example of FIG. 6, the delivery unit 134 delivers, to the user U3, the advertising content including the link to the map indicating the location of “Italian A”. In addition, the distribution unit 134 distributes to the user U4 the advertising content in which the link to the coupon for the discount of “Italian A” is incorporated.

[1-4. Delivery processing procedure according to the embodiment]
Next, a procedure of processing by the distribution system 1 according to the embodiment will be described with reference to FIG. 7. FIG. 7 is a sequence diagram showing a distribution processing procedure by the distribution system 1 according to the embodiment.

  As shown in FIG. 7, the terminal device 10 transmits a web page acquisition request to the information providing device 30 in accordance with a user operation (step S101). As a result, the information providing apparatus 30 receives the Web page acquisition request from the terminal apparatus 10.

  Then, the information providing apparatus 30 delivers the web page to the terminal device 10 in response to the web page acquisition request (step S102). The Web page distributed by the information providing apparatus 30 includes an advertisement acquisition command such as the URL of the advertisement distribution apparatus 100. As a result, the terminal device 10 acquires the Web page from the information providing device 30.

  Subsequently, the terminal device 10 transmits an advertisement content acquisition request to the advertisement distribution device 100 based on the advertisement acquisition command included in the Web page (step S103). Thereby, the advertisement distribution device 100 receives the acquisition request for the advertisement content from the terminal device 10.

  Then, the advertisement distribution device 100 determines the advertisement content to be distributed to the user in response to the advertisement content acquisition request (step S104). For example, the advertisement distribution device 100 determines the advertisement content to be distributed to the user by using the targeting advertisement technology.

  Then, the advertisement distribution device 100 acquires the behavior information about the user (step S105). Specifically, the advertisement distribution device 100 refers to the behavior information storage unit 122 and acquires the behavior information related to the appeal target of the advertisement content distributed to the user.

  After that, the advertisement distribution device 100 determines the presentation information to be presented in the advertisement content (step S106). Specifically, the advertisement distribution device 100 determines the presentation information to be presented in the advertisement content, based on the user's situation estimated from the behavior information related to the advertisement content delivered to the user.

  Then, the advertisement distribution device 100 distributes the advertisement content including the presentation information (step S107). Thereby, the terminal device 10 receives the advertisement content in which the presentation information is incorporated from the advertisement distribution device 100. Then, the terminal device 10 displays the Web page in which the received advertising content is displayed in the advertising space (step S108).

[1-5. Effects of the embodiment]
As described above, the advertisement distribution device 100 according to the embodiment has the acquisition unit 132 and the determination unit 133. The acquisition unit 132 acquires action information regarding the user. The determining unit 133 determines the presentation information to be presented in the content, based on the situation of the user estimated from the behavior information related to the content to be distributed to the user.

  Accordingly, the advertisement distribution device 100 can determine the information to be presented according to the situation of the user, so that the effect of the content can be enhanced. For example, since the advertisement distribution device 100 can incorporate presentation information suitable for the current situation of the user into the content, the advertisement distribution apparatus 100 can distribute the content that the user does not dislike. As an example, the advertisement distribution device 100 can step out the presented information in stages according to the experience of the user such as the access history to the home page that the content appealing target has, the reservation history, and the like, thus enhancing the effect of the content. be able to.

  Further, in the advertisement distribution device 100 according to the embodiment, the determination unit 133 determines the presentation information based on, as the user's situation, the behavior of the user with respect to the appeal target of the content to be distributed to the user.

  Accordingly, the advertisement distribution device 100 can determine the presentation information according to the experience of the user with respect to the content appeal target, and thus can distribute the content in which the information suitable for the situation of the user is incorporated.

  Further, in the advertisement distribution device 100 according to the embodiment, the determination unit 133 determines, as the presentation information, information incorporating a link destination related to the content according to the user's action with respect to the content appeal target.

  Accordingly, the advertisement distribution device 100 can present the link destination according to the experience of the user with respect to the target of appeal of the content, so that the effect of the content can be enhanced. For example, since the advertisement delivery apparatus 100 can incorporate a link destination suitable for the user's situation into the content, the advertisement delivery apparatus 100 can deliver the content that the user does not dislike.

  Further, in the advertisement distribution device 100 according to the embodiment, the determination unit 133 determines presentation information to be presented in content having the same appeal target from a plurality of pieces of presentation information having different display information, based on the situation of the user. To do. Thereby, the advertisement distribution device 100 can distribute the content in which the information suitable for the situation of the user is incorporated among the plurality of pieces of presentation information.

  Further, in the advertisement distribution device 100 according to the embodiment, the determination unit 133 is an element that causes a process according to the user's situation when the user selects one of the display information based on the user's situation. The presentation information to be presented in the content is determined from the information. As a result, the advertisement distribution device 100 can distribute the content in which the information for executing the processing suitable for the situation of the user is incorporated.

  Further, in the advertisement distribution device 100 according to the embodiment, when the content other than the element is selected by the user, the content causes the page related to the appeal target of the content to be accessed. Accordingly, the advertisement distribution device 100 can easily bring the user into contact with the target of appealing the content.

  In addition, in the advertisement distribution device 100 according to the embodiment, the determining unit 133 presents reputation information that introduces an appeal target when the number of contact times of the user with respect to the appeal target of the content is less than a predetermined threshold as the situation of the user. To decide.

  As a result, the advertisement distribution device 100 can introduce the appeal target to the user who has a shallow relationship with the appeal target of the content, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can make the user understand the word-of-mouth for the appeal target, and thus can deepen the relationship between the appeal target and the user.

  In addition, in the advertisement distribution device 100 according to the embodiment, the determining unit 133, when the user's situation is that the number of times the user has contacted the target of content appeal is greater than a predetermined threshold, the profit of the submitter who submitted the content. The guidance information that guides the behavior that leads to is determined as the presentation information.

  Accordingly, the advertisement distribution device 100 can present the guide information to the user who has a deep relationship with the target of appeal of the content, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can facilitate the action that leads to the profit of the uploader, and thus can increase the conversion rate.

  Further, in the advertisement distribution device 100 according to the embodiment, the determining unit 133, as the user situation, when the user's reservation time for the content appeal target is within a predetermined period from the current time, place information related to the appeal target. Is determined as the presentation information.

  As a result, the advertisement distribution device 100 can present the location information to the user who is approaching the visit, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can make the user know the place to be appealed before the reserved time, and thus the convenience of the user can be improved.

  Further, in the advertisement distribution device 100 according to the embodiment, the determining unit 133, as the user's situation, the privilege related to the appeal target when the user's reservation time for the content appeal target has passed a predetermined period from the current time. The information is determined as the presentation information.

  As a result, the advertisement distribution device 100 can present the privilege information to the user whose relationship with the appeal target is distant, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can present the coupon to be appealed to to a user who has not been contacted for a while since the previous reservation, so that the conversion rate can be increased.

  In addition, the advertisement distribution device 100 according to the embodiment further includes a distribution unit 134 that distributes to the user the content in which the presentation information determined by the determination unit 133 is incorporated. Accordingly, the advertisement distribution device 100 can distribute the content in which the information corresponding to the situation of the user is incorporated, and thus the highly effective content can be distributed to the user.

[2. Modification)
The advertisement distribution device 100 according to the above-described embodiment may be implemented in various different forms other than the above-described embodiment. Therefore, other embodiments of the advertisement distribution device 100 will be described below.

[2-1. Information that the user can easily respond to]
In the above embodiment, an example has been described in which the advertisement distribution device 100 determines the presentation information to be presented in the content based on the situation of the user estimated from the behavior information related to the content delivered to the user. Here, the advertisement distribution device 100 may determine the information that the user easily reacts as the presentation information.

  Specifically, the determination unit 133 of the advertisement distribution device 100 determines, as the presentation information, information that is determined to be responsive to the user by machine learning that learns the past behavior of the user. For example, the advertisement distribution apparatus 100 executes, for each user, machine learning that learns information that the user is likely to respond to, based on information about the content that the user has selected in the past and the target that has made a reservation. Then, the advertisement distribution device 100 extracts information that is determined by the machine learning that the user is likely to react, and determines the extracted information as the presentation information.

  In this way, the advertisement distribution device 100 according to the modification determines, as the presentation information, information that is determined to be responsive to the user by machine learning that learns the past behavior of the user. As a result, the advertisement distribution device 100 can distribute the content in which the information that the user easily reacts is incorporated to the user, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can increase the click rate of content.

[2-2. Behavior information related to similar contents]
In the above embodiment, an example has been described in which the advertisement distribution device 100 determines the presentation information to be presented in the content based on the situation of the user estimated from the behavior information related to the content delivered to the user. Here, the advertisement distribution apparatus 100 may determine the presentation information by using behavior information related to content similar to the content distributed to the user as well as the behavior information related to the content distributed to the user.

  Specifically, the determination unit 133 of the advertisement distribution device 100 determines the presentation information based on the user's situation estimated from the behavior information related to the same or similar content as the content to be distributed to the user. For example, the advertisement distribution device 100, as the behavior information related to the content similar to the content distributed to the user, the situation of the user estimated from the behavior information related to the content having the same appeal target type as the content distributed to the user. The presentation information is determined based on As an example, when the type of appeal target of the advertising content to be distributed to the user is Italian food, the advertisement distribution device 100 is based on the situation of the user estimated from the behavior information related to the advertising content of the Italian food type. The presentation information is determined.

  As described above, the advertisement distribution device 100 according to the modification determines the presentation information based on the user's situation estimated from the behavior information related to the same or similar content as the content to be distributed to the user. As a result, the advertisement distribution device 100 can determine the user's situation with high accuracy as compared with the case where the user information is estimated only from the behavior information related to the same content as the content to be distributed to the user. The effect of can be enhanced.

[2-3. Information specified by the sender)
In the above embodiment, an example has been described in which the advertisement distribution device 100 determines the presentation information to be presented in the content based on the situation of the user estimated from the behavior information related to the content delivered to the user. Here, the advertisement distribution device 100 may determine, as the presentation information, information designated by the uploader for each user situation.

  Specifically, the determination unit 133 of the advertisement distribution device 100 determines, for each user situation, by the uploader who submits the content, based on the user situation estimated from the behavior information related to the content delivered to the user. The designated information is determined as the presentation information. For example, the trafficker may have little contact with the target of advertising content, deep contact with the target of advertising content, imminent reservation time to visit the store, or no contact from past reservations for a while. The presentation information is specified in advance for each situation. Then, the advertisement distribution device 100 determines the presentation information designated for each such situation according to the situation of the user.

  As described above, the advertisement distribution device 100 according to the modification determines, as the presentation information, the information designated for each user's situation by the uploader who submits the content, based on the user's situation. Accordingly, the advertisement distribution device 100 can distribute the content in which the information desired by the uploader is incorporated to the user, so that the effect of the content can be enhanced. In addition, the advertisement distribution device 100 can increase the satisfaction of the submitter.

[2-4. Application target)
In the above embodiment, an example has been described in which the advertisement distribution device 100 determines the presentation information to be presented in the advertisement content based on the situation of the user estimated from the behavior information related to the advertisement content distributed to the user. Here, the advertisement distribution device 100 is not limited to advertising content, and may target various types of content. For example, the advertisement distribution device 100 may determine the presentation information to be presented in content that is not an advertisement purpose (for example, articles, links, buttons, etc. included in a web page). Thereby, the distributor who distributes the Web page can distribute the Web page including the content according to the situation of the user to the user. That is, the advertisement distribution device 100 can increase the satisfaction of the user on the Web page by determining the presentation information incorporated in the content that is not the purpose of advertisement.

  As an example, the advertisement distribution device 100 may determine the presentation information to be presented in the search result based on the user's situation estimated from the behavior information related to the search result to be distributed to the user, not limited to the advertisement content. . In other words, the advertisement distribution device 100 determines the information to be displayed together with the search result in the same behavior as the information presented to the advertising content described above.

  Specifically, when the user searches for such a store before making a reservation for the store, the determining unit 133 of the advertisement distribution device 100 determines the reputation information of the store as the presentation information to be presented in the search result. For example, it is assumed that the user searches for "Italian A" as a search word while the user has not reserved "Italian A". In this case, the determination unit 133 determines the information regarding the word-of-mouth page of "Italian A" as the presentation information to be presented in the search result of "Italian A".

  In another example, when the user searches for the store after the store is reserved, the determining unit 133 determines the location information of the store as the presentation information to be presented in the search result. For example, it is assumed that the user has made a reservation for "Italian A" and has performed a search using "Italian A" as a search word. In this case, the determining unit 133 determines the map indicating the location of “Italian A” as the presentation information to be presented in the search result of “Italian A”.

  In another example, when the user has not reserved a store for a predetermined period from the last reservation, the determination unit 133 determines the privilege information of the store as the presentation information to be presented in the search result. For example, the presentation information for presenting the coupon of "Italian A" in the search result of "Italian A" when the time when the user last made a reservation for "Italian A" has passed a predetermined period from the current time. To decide.

  In another example, assume that the user has already booked a shuttle car from the airport to the hotel and has performed a search for such a hotel. In this case, the determination unit 133 determines the telephone number regarding the shuttle car as the presentation information to be presented in the search result.

  In this way, the advertisement distribution device 100 according to the modification determines the information to be displayed together with the search result according to the user's situation. Accordingly, the advertisement distribution device 100 can display the information according to the situation of the user together with the search result, and thus can provide useful information to the user. Further, since the advertisement distribution device 100 can improve the quality of the search result distributed to the user, it is possible to improve the user's satisfaction.

[2-5. Device configuration〕
In the above embodiment, the distribution system 1 includes the advertisement distribution device 100 and the information providing device 30, but the advertisement distribution device 100 and the information providing device 30 are formed as one device. Good. In this case, the advertisement distribution device 100 illustrated in FIG. 3 has, for example, a Web page storage unit in addition to the content storage unit 121. Then, when the advertisement distribution apparatus 100 receives a web page acquisition request from the terminal device 10, the advertisement distribution device 100 distributes to the terminal device 10 a web page that does not include an advertisement acquisition command stored in the web page storage unit. In the above embodiment, the case where the information providing device 30 distributes the web page including the control information to the terminal device 10 is described. However, the device for distributing the web page and the device for distributing the control information are different devices. May be

  Further, in the above embodiment, the example in which the advertisement content is distributed from the advertisement distribution device 100 to the terminal device 10 has been shown, but the information providing device 30 may acquire the advertisement content from the advertisement distribution device 100. In this case, the advertisement distribution device 100 receives an advertisement content acquisition request from the information providing device 30. Further, the advertisement distribution device 100 distributes the advertising content to the information providing device 30. In addition, the information providing apparatus 30 distributes, together with the advertisement content acquired from the advertisement distribution apparatus 100, a web page that does not include an advertisement acquisition command to the terminal device 10.

[2-6. Effect of modification]
As described above, in the advertisement distribution device 100 according to the modification, the determining unit 133 determines, as the presentation information, information that is determined to be responsive to the user by machine learning that learns the user's past behavior.

  As a result, the advertisement distribution device 100 can distribute the content in which the information that the user easily reacts is incorporated to the user, so that the effect of the content can be enhanced. For example, the advertisement distribution device 100 can increase the click rate of content.

  Further, in the advertisement distribution device 100 according to the modified example, the determining unit 133 determines the presentation information based on the user's situation estimated from the behavior information related to the same or similar content as the content to be distributed to the user.

  As a result, the advertisement distribution device 100 can determine the user's situation with high accuracy as compared with the case where the user information is estimated only from the behavior information related to the same content as the content to be distributed to the user. The effect of can be enhanced.

  Further, in the advertisement distribution device 100 according to the modified example, the determination unit 133 determines, as the presentation information, the information designated by the user who uploads the content for each user situation, based on the user situation.

  Accordingly, the advertisement distribution device 100 can distribute the content in which the information desired by the uploader is incorporated to the user, so that the effect of the content can be enhanced. In addition, the advertisement distribution device 100 can increase the satisfaction of the submitter.

[3. Other]
Further, of the processes described in the above embodiment, all or part of the processes described as being automatically performed may be manually performed, or the processes described as manually performed may be performed. All or part of the process can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the above documents and drawings can be arbitrarily changed unless otherwise specified.

  Further, each component of each device shown in the drawings is functionally conceptual, and does not necessarily have to be physically configured as shown. That is, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part of the device may be functionally or physically distributed / arranged in arbitrary units according to various loads and usage conditions. It can be integrated and configured.

  For example, the content information storage unit 121 illustrated in FIG. 3 may be held in the storage server or the like without being held by the advertisement distribution device 100. In this case, the advertisement distribution device 100 accesses the storage server to acquire information regarding the content to be distributed to the user.

  Further, the advertisement distribution device 100 may be a determination device that performs only the determination process without performing the distribution process. In this case, the determination device does not have the distribution unit 134. Then, the advertisement distribution device having the distribution unit 134 distributes the content in which the presentation information determined by the determination device is incorporated, to the user.

  Further, the advertisement distribution device 100 according to the above-described embodiment is realized by, for example, a computer 1000 configured as shown in FIG. Hereinafter, the advertisement distribution device 100 will be described as an example. FIG. 8 is a hardware configuration diagram showing an example of a computer 1000 that realizes the functions of the advertisement distribution device 100. The computer 1000 has a CPU 1100, a RAM 1200, a ROM 1300, an HDD 1400, a communication interface (I / F) 1500, an input / output interface (I / F) 1600, and a media interface (I / F) 1700.

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

  The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. The communication interface 1500 receives data from another device via the network N, sends the data to the CPU 1100, and transmits the data generated by the CPU 1100 to the other device via the network N.

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

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

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

  As described above, some of the embodiments of the present application have been described in detail with reference to the drawings, but these are examples, and various modifications based on the knowledge of those skilled in the art, including the modes described in the section of the summary of the invention, It is possible to implement the present invention in other forms with improvements.

  Further, the advertisement distribution 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 or the like with an API (Application Programming Interface) or network computing. Can be changed flexibly.

  Further, the “section (section, module, unit)” described in the claims can be read as “means” or “circuit”. For example, the acquisition unit can be read as an acquisition unit or an acquisition circuit.

1 distribution system 10 terminal device 20 advertiser device 30 information providing device 100 advertisement distribution device 121 content information storage unit 122 action information storage unit 131 reception unit 132 acquisition unit 133 determination unit 134 distribution unit

Claims (16)

An acquisition unit that acquires behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, if the number of contact of the user with the subject of appeal of the content is less than a predetermined threshold, a reputation of introducing the subject of appeal. And a determining unit that determines information as presentation information to be presented in the content. An acquisition unit that acquires behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, the content is submitted when the number of contact of the user with the target of appeal of the content is more than a predetermined threshold value. A determining unit that determines guide information that guides a behavior that leads to a profit of the uploader as presentation information to be presented in the content. An acquisition unit that acquires behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, if the reservation time of the user for the appeal target of the content is within a predetermined period from the current time, the appeal A decision unit for deciding place information relating to an object as presentation information to be presented in the content. An acquisition unit that acquires behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, when the reservation time of the user for the appeal target of the content has passed a predetermined period from the current time, And a determination unit that determines privilege information related to an appeal target as presentation information to be presented in the content. The determination unit is
Determining apparatus according to any one of claims 1-4, characterized in that to determine the information that the user is determined to easily react as the presentation information by a machine learning for learning the past behavior of the user. The determination unit is
Claim 1-5, characterized in that based on the status of the user to be estimated from the behavior information related to the content the same or similar content to be distributed to the user, determines the presentation information The determination device described in 1. The determination unit is
Based on the status of the user, the information specified for each situation of the user by trafficking main trafficking the content in any one of claims 1-6, characterized in that to determine as the presentation information The determination device described. Determining apparatus according to any one of claims 1-7, characterized in that it further comprises a distribution unit for distributing the content presentation information is incorporated that is determined by the determining section to the user. A decision method performed by a decision device, comprising:
An acquisition step of acquiring behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, if the number of contact of the user with the subject of appeal of the content is less than a predetermined threshold, a reputation of introducing the subject of appeal. And a determining step of determining information as presentation information to be presented in the content. Acquisition procedure to acquire behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, if the number of contact of the user with the subject of appeal of the content is less than a predetermined threshold, a reputation of introducing the subject of appeal. A decision program for causing a computer to execute a decision procedure for deciding information as presentation information to be presented in the content. A decision method performed by a decision device, comprising:
An acquisition step of acquiring behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, the content is submitted when the number of contact of the user with the target of appeal of the content is more than a predetermined threshold value. A determining step of determining guide information that guides a behavior that leads to a profit of the uploader as presentation information to be presented in the content. Acquisition procedure to acquire behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, the content is submitted when the number of contact of the user with the target of appeal of the content is more than a predetermined threshold value. A decision program for causing a computer to execute a decision procedure for deciding, as presentation information to be presented in the content, guidance information that guides a behavior that leads to the interest of the uploader. A decision method performed by a decision device, comprising:
An acquisition step of acquiring behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, if the reservation time of the user for the appeal target of the content is within a predetermined period from the current time, the appeal A decision step of deciding place information related to the object as presentation information to be presented in the content. Acquisition procedure to acquire behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, if the reservation time of the user for the appeal target of the content is within a predetermined period from the current time, the appeal A decision program for causing a computer to execute a decision procedure of deciding place information related to an object as presentation information to be presented in the content. A decision method performed by a decision device, comprising:
An acquisition step of acquiring behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, when the reservation time of the user for the appeal target of the content has passed a predetermined period from the current time, And a step of deciding privilege information related to an appeal target as presentation information to be presented in the content. Acquisition procedure to acquire behavior information about the user,
Based on the situation of the user estimated from the behavior information related to the content to be delivered to the user, when the reservation time of the user for the appeal target of the content has passed a predetermined period from the current time, A decision program for causing a computer to execute a decision procedure for deciding privilege information related to an appeal target as presentation information to be presented in the content.

Images