JP6982052B2 - Ad space bid determination device, ad space bid determination method, and ad space bid determination program - Google Patents

Description

The present invention relates to bidding for advertising space contained in content distributed via a network.

Conventionally, advertising activities for displaying product advertisements in contents such as web contents distributed on a network have been widely performed. For example, an ad space is set in a web page. For this ad space, for example, a bid is made by real-time bitting or the like, and the advertisement to be displayed in the ad space is determined. Further, there is also known a method of determining a product for which an advertisement is displayed in the content based on the purchase status of the product of the user who requested the content. For example, in Patent Document 1, advertisements for high-ranking similar products, related products, and consumables of the topical products are delivered depending on whether or not the user has purchased or is skilled in the topical product on the web page. It discloses how to decide whether to do so or to serve ads for similar products to the topical product.

Japanese Unexamined Patent Publication No. 2009-145966

In many cases, the advertiser is a company that handles the brand of the product. It is desirable for such an advertiser to develop new customers for the product group belonging to the brand provided by the advertiser. However, in the conventional method, since the advertisement is determined by focusing on the purchase status of a single product, it is difficult to meet the demands of the advertiser who handles the brand.

The present invention has been made in view of the above points, and is an ad space bid determination device, an ad space bid determination method, and an ad space bid determination that can increase the number of new customers for a predetermined brand. The purpose is to provide a program.

In order to solve the above problem, the invention according to claim 1 has a purchase history of at least one product belonging to a predetermined brand in the purchase history of the product by the user stored in the storage means. A predetermined product belonging to the predetermined brand is included in a plurality of products that are the targets of each of the specific means for specifying and the plurality of advertisements related to the bid of the inventory included in the content delivered to the user via the network. If this is the case, it is the first means for determining the bid amount of the ad space for the advertisement of the predetermined product, and the first case where it is specified by the specific means that there is no purchase history of any product belonging to the predetermined brand. It is characterized by comprising a determination means for making the bid amount higher than the second bid amount when it is specified by the specific means that there is a purchase history of the at least one product belonging to the predetermined brand. do.

According to the present invention, by making the bid amount different, it is probable that the advertisement of the predetermined product will be posted when the user to whom the content including the advertisement is delivered does not purchase any product belonging to the predetermined brand. It is possible to make it different from the probability that an advertisement for a predetermined product will be posted when the user has purchased at least one product belonging to the predetermined brand. Therefore, it is possible to increase the number of new customers for a given brand.
Further, according to the present invention, if the user has not purchased any of the products belonging to the predetermined brand, it is probable that the advertisement of the predetermined product will be posted, and the user purchases at least one product belonging to the predetermined brand. It can be higher than the probability that an advertisement for a predetermined product will be posted if it has been done. Therefore, it is possible to increase the number of new customers for a given brand.

The invention according to claim 2 further includes a search condition acquisition means for acquiring a search condition input by the user together with a request for the content, and the content matches the advertising space and the acquired search condition. The determination means includes the search result of the product, and the determination means determines the bid amount for the advertisement of the predetermined product when the predetermined product belonging to the predetermined brand matches the acquired search condition. ..

According to the present invention, for example, in search-linked advertising, it is possible to increase the number of new customers for a predetermined brand.

In the invention according to claim 3, when the search condition directly indicates the predetermined brand, the determination means matches the second bid amount with the first bid amount, and the search condition is the same. When the predetermined brand is not directly indicated, the first bid amount is different from the second bid amount.

According to the present invention, if the user is looking for a product of the predetermined brand itself and it is estimated from the search conditions, the advertisement of the predetermined product is made when the user has not purchased any product belonging to the predetermined brand. Is not different from the probability that an advertisement for a predetermined product will be posted if the user has purchased at least one product belonging to the predetermined brand. Therefore, when it is highly probable that the user selects a product belonging to a predetermined brand from the search results, it is possible to suppress a situation in which the advertising fee of the predetermined brand is unnecessarily spent.

The invention according to claim 4 is a method of determining a bid amount for an ad space, which is executed by a computer, in which at least one of the products belonging to a predetermined brand in the purchase history of the product by the user stored in the storage means. A specific step for specifying the presence or absence of a purchase history, and a plurality of advertisements related to bids for inventory included in the content delivered to the user via the network. When a predetermined product to which the product belongs is included, it is a determination step for determining the bid amount of the advertising space for the advertisement of the predetermined product, and it is specified by the specific step that there is no purchase history of any product belonging to the predetermined brand. A determination step of making the first bid amount in the case higher than the second bid amount when it is specified by the specific step that there is a purchase history of the at least one product belonging to the predetermined brand. It is characterized by including.

The invention according to claim 5 is a specific means for specifying the presence or absence of a purchase history of at least one product belonging to a predetermined brand in the purchase history of the product by the user stored in the storage means. , If a predetermined product belonging to the predetermined brand is included in the plurality of products targeted for each of the plurality of advertisements related to the bid of the ad space included in the content delivered to the user via the network, the predetermined product The first bid amount when it is specified by the specific means that there is no purchase history of any product belonging to the predetermined brand, which is a determination means for determining the bid amount of the ad space for the product advertisement. It is characterized in that it functions as a determination means for making the purchase history of at least one product belonging to the predetermined brand higher than the second bid amount when it is specified by the specific means.

According to the present invention, it is possible to increase the number of new customers for a predetermined brand.

It is a figure which shows an example of the outline structure of the advertisement system S which concerns on one Embodiment. It is a block diagram which shows an example of the outline structure of the electronic shopping street server 1 which concerns on one Embodiment. It is a figure which shows the example of the information stored in a database. It is a figure which shows an example of the functional block of the system control unit 11 in the electronic shopping street server 1 which concerns on one Embodiment. It is a figure which shows an example of a campaign setting screen 100. It is a figure which shows an example of the relationship between a search result and a brand. (A) and (b) are diagrams showing an example of the relationship between the search result and the brand. It is a flowchart which shows an example of the product search process by the system control unit 11 of the electronic shopping street server 1. It is a flowchart which shows an example of the advertisement display product determination process by the system control unit 11 of the electronic shopping street server 1. It is a flowchart which shows an example of the bid amount determination process by the system control unit 11 of the electronic shopping street server 1.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.

[1. Advertising system configuration]
First, the configuration and functional outline of the advertising system S according to the present embodiment will be described with reference to FIG. FIG. 1 is a diagram showing an example of an outline configuration of an advertising system S according to the present embodiment.

As shown in FIG. 1, the advertising system S includes an electronic shopping street server 1, a plurality of advertiser terminals 2, and a plurality of user terminals 3. The electronic shopping street server 1 to the user terminal 3 are connected to each other via the network NW. The network NW is constructed by, for example, the Internet, a dedicated communication line (for example, a CATV (Community Antenna Television) line), a mobile communication network (including a base station, etc.), a gateway, and the like.

The electronic shopping street server 1 is a server device that manages a predetermined electronic shopping street. The electronic shopping street includes multiple stores that sell products. Each store is a virtual store on the virtual space, the Internet, or the Web. In the electronic shopping district, each store handles one or more products. The electronic shopping street server 1 transmits, for example, a web page of the electronic shopping street (or information for displaying the screen of the electronic shopping street) in response to a request from the user terminal 3. The electronic shopping street includes, for example, a top page, a search result page, a product page, and the like. The top page is a web page that is usually a landing page in an electronic shopping district. The search result page is a web page showing a list of products searched according to the search conditions entered by the user. On each of the top page and the search result page, the user can request a search by specifying search conditions. A product page is a web page that provides information about a particular product. The product page may display a product name, price, product image, product specifications and description, delivery method, and various other information. The product page also includes, for example, a button for putting the product in the shopping cart. By performing a purchase procedure for a product placed in a shopping cart, the user can purchase the product.

The electronic shopping street server 1 executes a process of delivering an advertisement to a user terminal 3 for at least one of the products handled by at least one store in the electronic shopping street. For example, a business operator having a brand to which the product belongs bears an advertising fee on behalf of a store that has an inventory of the product. As a result, the burden of advertising fees on the stores that handle the products of the brand can be reduced, and the stores can efficiently reduce the inventory of the products of the brand. Then, it is possible to increase the motivation to continuously handle the brand in the store. A business operator having a brand can expect an increase in sales of products belonging to the brand owned by the business operator through the store. There is also an advertisement in which the store itself pays an advertisement fee to place an advertisement, but in the present embodiment, a detailed explanation on this point will be omitted. A business operator having a brand may be, for example, a manufacturer that manufactures one or more products belonging to (or having the brand) the brand, or one or more products belonging to the brand overseas. It may be a company that has the right to exclusively import from and sell to stores. Each business operator, which is an advertiser, sets a bid amount for displaying an advertisement in an advertising space in an electronic shopping district. This bid amount is, for example, CPC (Cost Per Click). The bid amount may be CPM (Cost Per Mille) or the like. The electronic shopping street server 1 determines which product's advertisement is to be displayed in the ad space based on the bid amount and other information set for each product, for example, by real-time bidding or the like. In addition, the electronic shopping street server 1 bids on the advertising space in order to promote the purchase of the predetermined product belonging to the brand by the user who has never purchased any product belonging to the predetermined brand (for a predetermined period). decide. In the present embodiment, this aspect of determining the bid amount is applied to the search-linked advertisement displayed on the search result page (or screen). However, this determination mode may be applied to advertisements other than search-linked advertisements, or may be applied to advertisements displayed on web pages other than search result pages. Further, this mode of determining the bid amount can be applied to an advertisement displayed in all contents distributed to a user via a network NW, such as an advertisement displayed in an e-mail such as an e-mail magazine. Further, the server device that distributes the web page of the electronic shopping street and mediates the sale and purchase of the product and the server device that performs the bidding process of the advertisement space and the distribution of the advertisement may be separate server devices.

Each advertiser terminal 2 is a terminal device used by an advertiser having a brand. Examples of the advertiser terminal 2 include a tablet computer, a personal computer, and the like. The advertiser terminal 2 transmits a request to the electronic shopping street server 1 based on the operation of the advertiser, and displays a web page transmitted from the electronic shopping street server 1 in response to the request. The advertiser uses the advertiser terminal 2 to set the bid amount of the advertising space and confirm the sales performance of the product of the brand owned by the advertiser.

Each user terminal 3 is a terminal device used by a user who uses an electronic shopping street to purchase a product. Examples of the user terminal 3 include mobile information terminals such as smartphones and tablet computers, mobile phones, PDAs (Personal Digital Assistants), personal computers, set-top boxes, and the like. The user terminal 3 transmits a request to the electronic shopping street server 1 based on the user's operation, and displays a web page transmitted from the electronic shopping street server 1 in response to the request. When the user terminal 3 is a portable terminal device, an application dedicated to the electronic shopping district may be installed in the user terminal 3. In this case, the user terminal 3 displays a web page or screen of the electronic shopping street by the application.

[2. Configuration of electronic shopping street server]
Next, the configuration of the electronic shopping street server 1 will be described with reference to FIGS. 2 and 3. FIG. 2 is a block diagram showing an example of an outline configuration of the electronic shopping street server 1 according to the present embodiment. As shown in FIG. 2, the electronic shopping street server 1 includes a system control unit 11, a system bus 12, an input / output interface 13, a storage unit 14, and a communication unit 15. The system control unit 11 and the input / output interface 13 are connected via the system bus 12.

The system control unit 11 is composed of a CPU (Central Processing Unit) 11a, a ROM (Read Only Memory) 11b, a RAM (Random Access Memory) 11c, and the like.

The input / output interface 13 performs interface processing between the storage unit 14 and the communication unit 15 and the system control unit 11.

The storage unit 14 is composed of, for example, a hard disk drive or the like. The storage unit 14 stores databases such as a product catalog DB 14a, a store product DB 14b, a campaign DB 14c, and a purchase history DB 14d. "DB" is an abbreviation for database. FIG. 3 is a diagram showing an example of information stored in the database.

In the product catalog DB 14a, catalog information, which is information about products sold in the electronic shopping district and products that may be sold in the electronic shopping district and belongs to any brand, is stored for each product. Will be done. Specifically, the advertisement DB 14a stores the product code, the product name, the brand ID, the category ID, and the like as the catalog information in association with each other. The product code is information that identifies the product. Examples of product codes include JAN (Japanese Article Number), EAN (European Article Number), UPC (Universal Product Code), and the like. The brand ID is information that identifies the brand to which the target product belongs. The category ID is information that identifies the category to which the target product belongs. Categories are defined hierarchically. Examples of categories include fashion, fashion accessories, toys, sports, home appliances and the like. Examples of categories that belong to the lower ranks of fashion include women's fashion and men's fashion.

In the store product DB 14b, product information about products sold in the electronic shopping district is stored for each product sold by each store. Specifically, in the store product DB 14b, a product ID, a product name, a product code, a category ID, a store ID, a product image, a price, and the like are stored in association with each other as product information. The product ID is information that identifies what kind of product the target product is sold from which store. In that respect, the product ID is different from the product code. Even if the product is the same, the product ID will be different if the store of the seller is different. On the other hand, even if the store of the selling source is different, the product code is the same as long as it is the same product. The product code indicates the target product. The category ID indicates the category to which the target product belongs. The store ID is information that identifies the seller of the target product. The product image is an image of the product displayed in the product search result or the product page.

The campaign DB 14c stores campaign information regarding products for which advertisements are displayed as a sales promotion campaign. The campaign information is set by the advertiser who has the brand. Specifically, the brand ID, the campaign name, the campaign period, the campaign budget, the CPC, the brand new user bid amount, the product ID, and the like are stored in association with the campaign information in the campaign DB 14c. The brand ID indicates a brand for which an advertisement is displayed. The campaign period indicates the period during which the advertisement is displayed. The campaign budget is the maximum amount of advertising fees paid by advertisers during the campaign period. CPC is the normal bid for inventory. The brand new user bid amount is the bid amount for the advertising space when the brand new user is browsing the web page. The brand new user may be, for example, a user who has never purchased any product belonging to the target brand. Alternatively, the brand new user may be, for example, a user who has never purchased any product belonging to the target brand within a period of a preset length (for example, one year or the like). The length of this period is called the judgment period length. The determination period length may be common to all products, may be preset for each category, or may be set by the advertiser. If the length of this period can be set by the advertiser, the set period length is further stored in the campaign DB 14c. The product ID indicates a product for which an advertisement is displayed. This product belongs to the brand indicated by the brand ID stored in association with the product ID. Only one product may be registered per campaign as a target for displaying an advertisement, or a plurality of products may be registered.

The purchase history DB 14d stores the purchase history of the product by the user in the electronic shopping district. Every time any user purchases a product, the purchase log constituting the purchase history is stored in the purchase history DB 14d. Specifically, in the purchase history DB 14d, a user ID, a store ID, a product ID, a product code, a purchase date and time, and the like are stored in association with each other as a purchase log. The user ID indicates a user who has purchased the product. The store ID indicates the seller of the purchased product. The product ID and product code indicate the purchased product. The purchase date and time indicates the date and time when the product was purchased.

The storage unit 14 further stores various programs such as an operating system, a DBMS (Database Management System), and a server program. The server program is a program that causes the system control unit 11 to execute processing related to the electronic shopping district, such as bid processing for advertising space and distribution of advertisements. The server program may be acquired from another device via the network NW, or may be recorded on a recording medium such as a magnetic tape, an optical disk, or a memory card and read via the drive device. May be good.

The communication unit 15 is composed of, for example, a network interface card or the like. The communication unit 15 connects to the advertiser terminal 2 and the user terminal 3 via the network NW, and controls the communication state with these devices.

[3. Overview of system control functions]
Next, the outline of the function of the system control unit 11 in the electronic shopping street server 1 will be described with reference to FIGS. 4 to 7. FIG. 4 is a diagram showing an example of a functional block of the system control unit 11 in the electronic shopping street server 1 according to the present embodiment. As shown in FIG. 4, the system control unit 11 reads and executes various program codes included in the server program, so that the CPU 11a has a campaign information registration unit 1101, a product search unit 1102, an advertisement display product candidate identification unit 1103, and so on. It functions as a purchase history specifying unit 1104, a bid amount determining unit 1105, an advertising product determining unit 1106, a content distribution unit 1107, a report providing unit 1108, and the like.

The campaign information registration unit 1101 stores the campaign information set by the advertiser in the campaign DB 14c. For example, the campaign information registration unit 1101 may display the campaign setting screen 100 on the screen of the advertiser terminal 2. The campaign setting screen 100 is a web page for setting campaign information. FIG. 5 is a diagram showing an example of the campaign setting screen 100. The campaign setting screen 100 includes, for example, a campaign name input field 110, a campaign period input field 120, a campaign budget input field 130, a CPC input field 140, a brand new user bid amount input field 150, a product registration button 160, and the like. The campaign name, campaign period, campaign budget, CPC and brand new user bids are entered in the campaign name input field 110, campaign period input field 120, campaign budget input field 130, CPC input field 140 and brand new user bid amount input field 150, respectively. You can enter the amount. It is imperative that the advertiser set up a CPC. On the other hand, the advertiser may or may not set the brand new user bid amount. When the advertiser presses the product registration button 160, the advertiser terminal 2 displays the product selection screen. The product selection screen is a screen for selecting a product to be advertised in a sales promotion campaign from products belonging to the advertiser's brand. On the campaign setting screen 100, the advertiser can make the bid amount (brand new user bid amount) when the user browsing the web page is a brand new user different from the normal bid amount (CPC). As will be described later, the higher the bid amount, the higher the probability that the advertisement of the target product will be displayed. Therefore, the advertiser can promote the purchase of the product belonging to the advertiser's brand by the brand new user by setting the brand new user bid amount higher than the normal CPC. On the campaign setting screen 100, if the user has not purchased any product belonging to the target brand for any length of time (that is, the judgment period length), it is determined that the user is a brand new user. An input field for inputting whether to do so may be further displayed.

Further, the campaign information registration unit 1101 may display an amount as a guideline for the brand new user bid amount on the campaign setting screen 100. For example, the campaign information registration unit 1101 specifies the product category selected by the advertiser on the product selection screen based on the product catalog DB 14. The campaign information registration unit 1101 acquires CPCs set for products belonging to a specified category and belonging to a brand different from the brand of the target advertiser from the campaign DB 14c. The campaign information registration unit 1101 calculates the average value of the acquired CPCs. For example, the campaign information registration unit 1101 adds a predetermined amount to the average value to calculate a guideline amount, or multiplies the average value by a predetermined coefficient (this coefficient is a real number larger than 1) to obtain a guideline. Calculate the amount of money. The advertiser can determine the bid amount for a brand new user by referring to the guideline displayed on the campaign setting screen 100.

The campaign information registration unit 1101 receives the information input on the campaign setting screen 100 and the product ID of the product selected on the product selection screen from the advertiser terminal 2. The campaign information registration unit 1101 associates the information received from the advertiser terminal 2 with the brand ID of the advertiser's brand in which the information is input, and stores it in the campaign DB 14c.

The product search unit 1102 acquires the search conditions input by the user together with the content request. The user inputs search conditions on a web page such as a top page. Examples of search conditions include keywords, categories, and other attributes (eg, price, etc.). The user terminal 3 transmits a search request including the input search condition to the electronic shopping street server 1. A search request is a request for content called a search result page. The product search unit 1102 receives the search conditions included in the search request from the user terminal 3. The product search unit 1102 searches the store product DB 14b for product information that matches the received search conditions.

The advertisement display product candidate specifying unit 1103 identifies a product that is a candidate for a product for which an advertisement is displayed in an advertisement space. For example, the advertising product candidate specifying unit 1103 identifies the product targeted for the sales promotion campaign from the campaign DB 14c as a candidate among the products searched by the product search unit 1102. Candidates for products to display advertisements may include products that are the target of ordinary advertisements other than sales promotion campaigns.

FIG. 6 is a diagram showing an example of the relationship between the search result and the brand. It is assumed that the user inputs, for example, the keyword "detergent" as a search condition. The product set 200 shown in FIG. 6 is a set of products (that is, search results) that match this search condition. Each product included in the product set 200 is likely to be a detergent or a product related to the detergent. The product set 210 is a set of products belonging to the detergent brand A. The product set 200 and the product set 210 partially overlap. The overlapping portion includes the product A1. That is, the product A1 belongs to the brand A and meets the search condition "detergent". The product set 220 is a set of products belonging to the detergent brand B. The product set 200 and the product set 220 partially overlap. The overlapping portion includes commodities B1 and B2. Therefore, similarly, the products B1 and B2 belong to the brand B and meet the search condition "detergent". Products A1, B1 and B2 are the targets of the sales promotion campaign, respectively. Therefore, these products are identified as candidates for products on which advertisements are displayed.

The purchase history specifying unit 1104 specifies in the purchase history DB 14d whether or not there is a purchase history of at least one of the products belonging to the predetermined brand in the purchase history stored for a certain user. The predetermined brand is, for example, a brand in which campaign information is stored in the campaign DB 14c. A user is, for example, a user who inputs a search condition and sends a search request. The purchase history specifying unit 1104 searches the purchase history of the product belonging to the brand in which the campaign information is stored from the purchase history of the user. At this time, the purchase history specifying unit 1104 may search the purchase history of the product belonging to the brand from the purchase history within the period from the present time to the length before the determination period. The purchase history specifying unit 1104 may specify whether or not there is a purchase history of at least one product belonging to a predetermined brand based on the search of the purchase history. The timing for specifying the purchase history may be, for example, the time when the advertisement is delivered. Alternatively, the purchase history specifying unit 1104 may specify in advance whether or not there is a purchase history for each combination of the brand and the user, and store the specific result in the storage unit 14 in advance. Then, the purchase history specifying unit 1104 may acquire a specific result from the storage unit 14 at the time of delivering the advertisement.

The bid amount determination unit 1105 bids for products specified by the advertisement display product candidate identification unit 1103 as a plurality of products targeted for each of the plurality of advertisements related to the bid of the ad space included in the search result page delivered to the user. Determine the amount. In particular, when the product specified by the advertisement display product candidate identification unit 1103 includes a predetermined product belonging to a predetermined brand, the bid amount determination unit 1105 determines the bid amount of the advertisement space for the advertisement of the predetermined product. .. The predetermined product is a product for which a brand new user bid amount is set, among the products targeted for the sales promotion campaign. When the product for which the brand new user bid amount is set matches the search conditions acquired by the product search unit 1102, the bid amount is determined for the product as shown below. Specifically, the bid amount determination unit 1105 belongs to the predetermined brand the brand new user bid amount, which is the bid amount when the purchase history specifying unit 1104 specifies that there is no purchase history of any product belonging to the predetermined brand. If there is a purchase history of at least one product, it is different from the normal CPC which is the bid amount when specified by the purchase history specifying unit 1104. As described above, the advertiser can set the brand new user bid amount different from that of the CPC on the campaign setting screen 100.

For example, for the product A1 shown in FIG. 6, both the CPC and the brand new user bid amount are set. Specifically, the CPC is set to 50 yen, and the bid amount for brand new users is set to 100 yen. On the other hand, for the products B1 and B2, the CPC is set, but the brand new user bid amount is not set. The CPC of the product B1 is 60 yen, and the CPC of the product B2 is 70 yen. FIG. 7A shows an example of determining a product for displaying an advertisement. In FIG. 7A, it is assumed that the user 300 who has input the search condition has the purchase experience of at least one product belonging to the brand A. In this case, 50 yen is determined as the bid amount for the product A1. On the other hand, the user 300 has no experience of purchasing any product belonging to the brand B. The bids for products B1 and B2 are 60 yen and 70 yen, respectively, regardless of whether or not they have purchased experience. FIG. 7B shows another example of determining a product for displaying an advertisement. In FIG. 7B, it is assumed that the user 300 has no experience of purchasing any product belonging to the brand A. In this case, 100 yen is determined as the bid amount for the product A1. The bid amount for the products B1 and B2 is 60 yen and 70 yen, respectively.

When the search condition directly indicates the predetermined brand, the bid amount determination unit 1105 determines the bid amount when there is no purchase history of any product belonging to the predetermined brand, and purchases at least one product belonging to the predetermined brand. It may be matched with the normal CPC which is the bid amount when there is a history. The search condition that directly indicates a brand may be, for example, a search condition that is highly likely that when a general user sees the search condition, the user recalls only a specific brand. For example, suppose there is a brand whose name is "XYZ". The bid amount determination unit 1105 may determine that the keyword "XYZ" or the keyword including "XYZ" is a search condition that directly indicates the brand. Further, when the categories are classified by brand, the bid amount determination unit 1105 may determine that the category "XYZ" is a search condition that directly indicates the brand. A user who inputs a search condition that directly indicates a brand is likely to be looking for a product belonging to that brand. In that case, there is no need to dare to adopt the higher bid for the brand's products. For example, if a search condition indicates an attribute of a brand, but that attribute is not an attribute that only that brand has, the bid determination unit 1105 will indicate that the search condition directly indicates that brand. It may be determined that there is no such thing.

The advertisement display product determination unit 1106 determines a product to be displayed in the advertisement space from the products specified by the advertisement display product candidate identification unit 1103 based on the bid amount determined by the bid amount determination unit 1105. .. For example, the advertisement display product determination unit 1106 calculates a score for each specified product using the bid amount and other information. Examples of information other than the bid amount include the number of people accessing the product page of the product for the search condition, the conversion rate, and the sales performance so far. The advertisement display product determination unit 1106 determines, in order from the specified product, the product having the highest score, the product for which the advertisement is displayed for the number of the ad space in the delivered content. The higher the bid, the higher this score. Therefore, the higher the bid amount, the higher the probability that the advertisement will be displayed. The advertisement display product determination unit 1106 may determine the product to display the advertisement in the advertisement space based only on the bid amount. In this case, the advertisement for the product with the highest bid is displayed.

In FIG. 7A, the user 300 has the experience of purchasing at least one product belonging to the brand A, and the bid amount for the product A1 is lower than the bid amount for the products B1 and B2. Therefore, the probability that the advertisement of the product A1 will be displayed is lower than the probability that the advertisement of each of the products B1 and B2 will be displayed. Here, for example, an advertisement for product B2 is displayed. On the other hand, in FIG. 7B, the bid amount for the product A1 is higher than the bid amount shown in FIG. 7A because the user 300 has no experience of purchasing any of the products belonging to the brand A. .. Therefore, the bid amount for the product A1 is higher than the bid amount for the products B1 and B2. Therefore, the probability that the advertisement of the product A1 will be displayed is higher than the probability that the advertisement of each of the products B1 and B2 will be displayed. Here, for example, an advertisement for product A1 is displayed.

The content distribution unit 1107 distributes the content including the advertisement of the product determined by the advertisement display product determination unit 1106 to the user terminal 3. In the present embodiment, the content distribution unit 1107 distributes the search result page including the product search result and the search-linked advertisement to the user terminal 3 that has sent the search request. The advertisement may be a still image, a moving image, a text, or the like, or may be a combination of at least two types of these contents.

The report providing unit 1108 distributes a report showing the sales performance of the product by the sales promotion campaign to the advertiser terminal 2. For example, this report is a sales record of at least one of sales, number of sales, and number of purchasers for a product targeted for a promotion campaign, and is a brand new user (more specifically, more specifically) of all purchasers. It may include sales results for users who were brand new users before the purchase of the product. The report may also include a ratio of sales performance for all buyers to sales performance for brand new users. The report may also include a time series of sales performance or percentage of sales performance (eg, weekly or monthly sales performance, etc.).

[4. Operation of the electronic shopping street server]
Next, the operation of the electronic shopping street server 1 will be described with reference to FIGS. 8 to 10. The system control unit 11 of the electronic shopping street server 1 executes the processes shown in FIGS. 8 to 10 according to the program code included in the server program.

FIG. 8 is a flowchart showing an example of a product search process by the system control unit 11 of the electronic shopping street server 1. For example, when the user inputs the search condition and the electronic shopping street server 1 receives the search request from the user terminal 3, the product search process is executed.

As shown in FIG. 8, the product search unit 1102 searches the product DB 14b for products that match the search conditions included in the received search request (step S1). Next, the advertising product determination process is executed (step S2).

FIG. 9 is a flowchart showing an example of an advertisement display product determination process by the system control unit 11 of the electronic shopping street server 1. First, the advertisement display product candidate specifying unit 1103 identifies the product to be advertised from the searched products as a product candidate for displaying the advertisement in the ad space of the search result page (step S101). For example, the advertisement display product candidate specifying unit 1103 identifies a product whose product code is stored in the campaign DB 14c as a candidate among the searched products. Further, the advertisement display product candidate specifying unit 1103 may specify a product that is the target of a normal advertisement by referring to a database related to other advertisements. Next, the advertisement display product determination unit 1106 sets the number i to 1 (step S102), and the bid amount determination process is executed (step S103).

FIG. 10 is a flowchart showing an example of a bid amount determination process by the system control unit 11 of the electronic shopping street server 1. First, the advertisement display product candidate specifying unit 1103 searches the purchase history of the brand to which the product i belongs from the purchase history of the product by the user who has input the search request (step S201). The product i is the i-th product among the products specified as candidates for displaying the advertisement in the advertising space. For example, the purchase history specifying unit 1104 acquires the brand ID of the brand to which the product i belongs from the product catalog DB 14a, and acquires the product codes of all the products belonging to this brand from the product catalog DB 14a. Further, the purchase history specifying unit 1104 sets a period in which the day before the determination period length from today is set as the start date and today is set as the end date. The purchase history specifying unit 1104 includes the same user ID as the user ID of the user who input the search request from the purchase history DB 14d, includes the same product code as any of the acquired product codes, and has a purchase date and time. , Search the purchase history within the set period.

Next, the bid amount determination unit 1105 determines whether or not there is a purchase history of the brand to which the product i belongs in the purchase history of the product by the user who has input the search request, based on the search result in step S201 (step). S202). When there is no such purchase history (step S202: NO), the bid amount determination unit 1105 determines whether or not the input search condition is a keyword including the name of the brand to which the product i belongs (step S203). ). When the search condition is not a keyword including the name of the brand (step S203: NO), the bid amount determination unit 1105 determines the bid amount for the product i as the brand new user bid amount (step S204).

On the other hand, when the search condition is a keyword including the name of the brand (step S203: YES) or there is a purchase history (step S202: YES), the bid amount determination unit 1105 determines the bid amount for the product i. , Determine to normal CPC (step S205). When the steps S204 or S205 are completed, the bid amount determination process is completed. When the product i is a product that is the target of a normal advertisement, the CPC set for the product is set in the bid amount of the product.

When the bid amount determination process is completed, the advertisement display product determination unit 1106 determines whether or not the number i is less than the number of products specified as candidates for displaying the advertisement in the advertisement space, as shown in FIG. (Step S104). When the number i is less than the number of products (step S104: YES), the advertisement display product determination unit 1106 increments the number i by 1 and executes step S103. On the other hand, when the number i is not less than the number of products (step S104: NO), the advertisement display product determination unit 1106 is a candidate for displaying the advertisement in the advertisement space based on the determined bid amount and other information. The score of each product is calculated (step S106). Next, the advertisement display product determination unit 110 selects products as many as the number of search-linked advertisement ad space in the search result page from the candidate products in descending order of score (step S107), and displays the advertisement. The product determination process is completed.

When the advertisement display product determination process is completed, the content distribution unit 1107 transmits the search result page including the advertisement of the selected product to the user terminal 3 (step S3). For example, the content distribution unit 1107 acquires information such as a product image, a product name, and a price from the product information of any store stored in the store product DB 14b for the selected product. The content distribution unit 1107 generates an advertisement from the acquired information. At this time, the content distribution unit 1107 may include an image or characters indicating "PR" in the advertisement. The content distribution unit 1107 generates and transmits a search result page from the generated search results of advertisements and products. When step S3 is completed, the product search process is completed.

As described above, according to the present embodiment, the electronic shopping street server 1 specifies whether or not there is a purchase history of at least one of the products belonging to the predetermined brand. Further, among the plurality of products targeted by the plurality of advertisements related to the bidding of the advertisement space included in the content distributed to the user via the network NW, the electronic shopping street server 1 is a predetermined product belonging to a predetermined brand. If is included, the bid amount of the ad space is determined for the advertisement of the predetermined product. Here, when the electronic shopping street server 1 is specified as having no purchase history of any product belonging to the predetermined brand, the bid amount is specified as having a purchase history of at least one product belonging to the predetermined brand. It is different from the normal CPC of. Therefore, if the user has not purchased any of the products belonging to the predetermined brand, the probability that the advertisement of the predetermined product will be posted is that the user has purchased at least one product belonging to the predetermined brand. It can be different from the probability that an advertisement for a predetermined product will be posted. It is possible to increase the number of new customers for a given brand.

Further, the electronic shopping street server 1 may acquire the search conditions input by the user together with the request of the search result page. Further, when the predetermined product belonging to the predetermined brand matches the acquired search condition, the electronic shopping street server 1 may determine the bid amount for the advertisement of the predetermined product. In this case, for example, in search-linked advertising, it is possible to increase the number of new customers for a predetermined brand.

Further, when the search condition directly indicates the predetermined brand, the electronic shopping street server 1 matches the bid amount when it is specified that there is no purchase history of any product belonging to the predetermined brand with the bid amount of the normal CPC. If the search condition does not directly indicate the predetermined brand, the bid amount when it is specified that there is no purchase history of any product belonging to the predetermined brand may be different from the bid amount of the normal CPC. In this case, when it is highly probable that the user selects a product belonging to the predetermined brand from the search results, it is possible to suppress a situation in which the advertising fee of the predetermined brand is unnecessarily spent.

Further, the bid amount when it is specified that the electronic shopping street server 1 does not have a purchase history of any product belonging to a predetermined brand may be higher than that of a normal CPC. In this case, if the user has purchased at least one product belonging to the predetermined brand, the probability that the advertisement of the predetermined product will be posted when the user has not purchased any product belonging to the predetermined brand. It can be higher than the probability that an advertisement for a predetermined product will be posted on. Therefore, it is possible to increase the number of new customers for a given brand.

1 Electronic shopping street server 2 Advertiser terminal 3 User terminal 11 System control unit 12 System bus 13 Input / output interface 14 Storage unit 14a Product catalog DB
14b Store product DB
14c Campaign DB
14d Purchase history DB
NW network

Claims (5)

A specific means for specifying the presence or absence of a purchase history of at least one product belonging to a predetermined brand in the purchase history of the product by the user stored in the storage means.
When a predetermined product belonging to the predetermined brand is included in a plurality of products targeted for each of a plurality of advertisements related to bidding for the ad space included in the content delivered to the user via the network, the predetermined product The first bid amount when it is specified by the specific means that there is no purchase history of any product belonging to the predetermined brand, which is a determination means for determining the bid amount of the ad space for the advertisement of the above. A determination means for making the bid amount higher than the second bid amount when it is specified by the specific means that there is a purchase history of the at least one product belonging to a predetermined brand.
An advertising space bid determination device characterized by being equipped with. Further provided with a search condition acquisition means for acquiring the search condition input by the user together with the content request.
The content includes search results for products that match the advertising space and the acquired search conditions.
The advertisement according to claim 1, wherein the determination means determines the bid amount for the advertisement of the predetermined product when the predetermined product belonging to the predetermined brand matches the acquired search condition. Frame bid amount determination device. When the search condition directly indicates the predetermined brand, the determination means matches the second bid amount with the first bid amount, and the search condition does not directly indicate the predetermined brand. The advertising space bid amount determining device according to claim 2, wherein the first bid amount is different from the second bid amount. In the method of determining the bid amount of the inventory executed by the computer,
A specific step for identifying the presence or absence of a purchase history of at least one product belonging to a predetermined brand in the purchase history of the product by the user stored in the storage means.
When a predetermined product belonging to the predetermined brand is included in a plurality of products targeted for each of a plurality of advertisements related to bidding for the ad space included in the content delivered to the user via the network, the predetermined product The first bid amount when it is specified by the specific step that there is no purchase history of any product belonging to the predetermined brand in the determination step of determining the bid amount of the ad space for the advertisement of the above. A determination step of making the bid amount higher than the second bid amount when it is specified by the specific step that there is a purchase history of the at least one product belonging to a predetermined brand.
A method for determining the bid amount of an ad space, which is characterized by including. Computer,
A specific means for specifying the presence or absence of a purchase history of at least one product belonging to a predetermined brand in the purchase history of the product by the user stored in the storage means.
When a predetermined product belonging to the predetermined brand is included in a plurality of products targeted for each of a plurality of advertisements related to bidding for the ad space included in the content delivered to the user via the network, the predetermined product The first bid amount when it is specified by the specific means that there is no purchase history of any product belonging to the predetermined brand, which is a determination means for determining the bid amount of the ad space for the advertisement of the above. A determination means for making the bid amount higher than the second bid amount when it is specified by the specific means that there is a purchase history of the at least one product belonging to a predetermined brand.
An ad space bid determination program characterized by functioning as.

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