KR101153278B1 - System and method for managing targeting advertisement - Google Patents

Abstract

A targeting advertising management system and method are provided. The targeting advertisement management system receives an advertisement application providing unit for providing an advertisement driving application to a user terminal, a creative storage unit storing a creative module executed in the advertisement driving application, and an advertisement request related to content being played from the user terminal. And a creative providing unit for providing a creative module corresponding to the content to the user terminal, wherein the creative module is executed in accordance with the advertisement driving application in the user terminal.

Targeting, ad, application, class, module, by content, preview

Description

Targeting ad management system and method {SYSTEM AND METHOD FOR MANAGING TARGETING ADVERTISEMENT}

The present invention relates to an advertisement management system and method for providing a targeting advertisement, and more particularly, to a targeting advertisement management system and method for efficiently providing various creative modules to a user terminal, separately from an advertisement driving application. will be.

Recently, with the spread of high-speed communication networks and convergence of broadcasting and communication technologies, IPTV (Internet Protocol TeleVision), which can selectively receive desired contents, has emerged as an issue in the broadcasting industry. Existing broadcasts could only be viewed by the viewers manually, but IPTV is attracting attention as a service that can dramatically increase the convenience and satisfaction of viewers because they can watch the content they want at the desired time. have. In addition, services based on IPTV are becoming common, and the number and quantity of interactive broadcasting services utilizing the characteristics of the new media are gradually increasing.

One of the representative examples of such interactive broadcast services is interactive advertisements, and in particular, user demand for interactive advertisements targeted to details of VOD content or real-time broadcast programs is also increasing. Ads targeted to the details of the content tend to have high interests of viewers, and thus have high advertising effectiveness.

However, such an advertisement should have a creative and unique screen composition, UI, image, and story for each advertisement. In addition, interactive advertisements are often connected to commerce such as purchases and telephone connections on the advertisement screen, and each advertisement is formed in a different format, and its capacity is also increasing.

In addition, since various advertisement target objects (characters, props, background music, etc.) may appear in each scene of the content, dozens or more of advertisements may be inserted in a single VOD or program, thereby increasing the number of advertisements to be exposed. Doing.

However, since the bandwidth of the data transmission and the resources of the set-top box is limited, it is difficult to effectively transmit many of these creative modules to the set-top box.

Furthermore, in the interactive broadcasting service, such a creative module may be changed in various formats and contents according to an advertiser's request or an advertising policy, and thus, it is difficult to immediately reflect the change of the creative module and provide it to the user. .

Accordingly, there is an urgent need for an advertisement management system that provides variable targeting advertisements during content playback, while exposing diverse creative module for each advertiser and efficiently utilizing the limited resources of the set-top box.

Some embodiments of the present invention provide an application for driving an advertisement first, and provide a targeting advertisement management system and method that can efficiently provide various types of creative modules to a user terminal while playing content.

In addition, an embodiment of the present invention provides a targeting advertisement management system and method capable of driving a changed creative module in a user terminal by immediately reflecting the change of the creative module.

As a technical means for achieving the above-described technical problem, the first aspect of the present invention, the advertisement application providing unit for providing an advertisement driving application to the user terminal, the creative storage for storing the creative module to be executed in the advertisement driving application And a creative providing unit configured to receive an advertisement request related to content being played from the user terminal and provide a creative module corresponding to the content to the user terminal, wherein the creative module includes: It is possible to provide a targeting advertisement management system which is executed in conformity with the advertisement driving application.

In addition, the second aspect of the present invention, the advertising application driving unit for driving the advertisement driving application received from the server, the content reproduction unit for playing the content provided from the server, the creative module corresponding to the content being played back; A user terminal for receiving content and advertisements from a server, the advertisement requesting unit requesting a server and the creative module from the server, and an advertisement exposure unit for matching and executing the received creative module with the advertising application. Can be provided.

In addition, a third aspect of the present invention provides a method for providing an advertisement driving application to a user terminal, receiving an advertisement request based on the play time information of the content from the user terminal during content playback, and corresponding to the received advertisement request. And providing the creative module to the user terminal, wherein the creative module provided to the user terminal is provided in the user terminal to be executed in accordance with the advertisement driving application. have.

According to the above-described problem solving means of the present invention, by providing the application required for driving the advertisement first, and by providing the creative module of various formats to the user terminal individually during the playback of the content, the available resources of the user terminal is saved.

In addition, an embodiment of the present invention monitors the content viewing situation in the user terminal, and provides the advertising schedule information to the user terminal at the time of content selection, reflecting the changes in the advertising organization and creative module in real time, the user terminal Expose the ad in.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

Throughout the specification, when a part is referred to as being "connected" to another part, it includes not only "directly connected" but also "electrically connected" with another part in between . In addition, when a part is said to "include" a certain component, which means that it may further include other components, except to exclude other components unless otherwise stated.

In addition, in an embodiment of the present invention, the creative module is an advertisement module including an advertisement class, an advertisement image, and various kinds of information (commerce information, event information, etc.), and the advertisement class included in the creative module is generated in various formats. It may be, and may include various advertisement image and various information. In addition, the creative module may be a class module including a plurality of images and codes.

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

1 is an overall configuration diagram of an IPTV broadcasting system according to an embodiment of the present invention.

As shown in FIG. 1, the IPTV broadcasting system includes a broadcaster 1000, a headend system 2000, a network 3000, and a user terminal 4000.

Also, the headend system 2000 may include a baseband system 2100, a compression multiplexing system 2200, a conditional access system (CAS) 2300, a back office system 2400, a media management system (Media). Operation Core: MOC (2500) and Ad Management System (2600).

The broadcaster 1000 serves to produce, edit, and change broadcast content to provide to the headend system 2000. The broadcaster 1000 may include a program provider (PP), a terrestrial wave, or a content provider (CP).

The headend system 2000 receives and manages broadcast content from the broadcaster 1000 and distributes content to the user terminal 4000 to provide broadcast / recording / playback services.

The baseband system 2100 receives an MPEG2 broadcast signal from an external program provider (PP) or an analog broadcast signal from terrestrial waves, converts the received source broadcast signal into a SDI (Serial Digital Interface) signal, and converts a frame ( Frames), and distributes video and audio signals from multiple broadcast channels (e.g. 100 channels) via a routine switcher, subtitle generator (CG) and automatic program controller (APC). At least one of an advertisement, a logo, or a subtitle is inserted into the broadcast video and audio signal (signal editing and processing) and transmitted to the compression multiplexing system 2200.

The compression multiplexing system 2200 uses an A / V encoder (A / V Encoder) for broadcasting video and audio signals (Video, Audio) received from the baseband system 2100 for each broadcasting channel (eg, 100 channels). ) To compress SDI (Serial Digital Interface) video signal to H.264, and to compress the audio signal to MPEG-2 AAC to generate MPEG-2 TS (Transport Stream), and to compress compressed broadcast video and audio -2 after multiplexing data broadcasting data and EPG information (PSIP / PSI / SI information) generated by a data encoder and a PSI / SI generator together with the TS signal When the received MPEG-2 TS signal is used in the reception restriction technique, the TS-2 may be inputted to a scrambler, encrypted, and finally IP packetized to transmit an IP packetized TS (Transport Stream) broadcast signal.

The reception restriction system 2300 performs encryption of the real-time channel and pre-encryption of the VOD content, and controls viewing authority so that only the authenticated user can use the channel and the content. In order to prevent illegal copying of IPTV content, a digital rights management (DRM) scheme may be used instead of the reception restriction system 2300.

The back office system 2400 is a provisioning system and provides a billing processing function for the use of the IPTV program service for each subscriber.

The media management system 2500 is a system for managing various business process information (program organization information, location information, contract information, product information, etc.) for operating a broadcasting business. The media management system 2600 integrates and manages the information flow through organic coupling with each system in the center of the broadcasting center.

The advertisement management system 2600 provides various types of creative modules to the user terminal 4000. The advertisement management system 2600 may first provide an application necessary for driving an advertisement to the user terminal 4000, and later, may provide various types of creative modules to the user terminal 4000 separately during content playback. .

In addition, the advertisement management system 2600 may monitor content selection on the user terminal 4000 and provide the advertisement terminal information set for each content to the user terminal 4000 when the content is played on the user terminal 4000. have. Here, selecting the content means selecting the VOD content to be watched in the VOD service or selecting a broadcast channel in the real time broadcasting service, and playing the content means playing the selected VOD content or broadcasting in the selected channel. It means that the program is played.

The detailed configuration of the advertisement management system 2600 will be described later.

The network 3000 receives broadcast content from the headend system 2000 and delivers the received broadcast content to the user terminal 4000.

The user terminal 4000 is an apparatus for using an Internet broadcasting service, and generally includes an IPTV, a set top box (STB), and a remote controller 4100. The IPTV outputs broadcast content received from the headend system 2000 and transmits a user response signal received through the remote controller 4100 to the headend system 2000 through a return channel of the set top box.

In addition, the user terminal 4000 receives and executes a creative module from the advertisement management system 2600. The user terminal 4000 may first receive and drive an advertisement driving application from the advertisement management system 2600, and may receive advertisement scheduling information corresponding to the selected content from the advertisement management system 2600 when the content is selected. have.

In addition, the user terminal 4000 receives the creative module from the advertisement management system 2600 at a predetermined time while playing the content by using the received advertisement schedule information, and receives the received creative module from the advertisement driving application. Can be matched and executed.

The detailed configuration of the user terminal 4000 will be described later.

Hereinafter, a detailed configuration of the advertisement management system 2600 according to an embodiment of the present invention will be described with reference to FIG. 2.

2 is a detailed block diagram of the advertisement management system 2600 according to an embodiment of the present invention.

As illustrated in FIG. 2, the advertisement management system 2600 according to an embodiment of the present invention may include an advertisement application providing unit 2610, a creative generator 2620, an advertisement programming information generator 2630, and a viewing situation. It includes a monitoring unit 2640, the advertisement organization information providing unit 2650, the creative material providing unit 2660, the control unit 2670 and the transceiver 2680.

The advertisement application providing unit 2610 provides an application for driving an advertisement to the user terminal 4000.

The advertisement driving application provided by the advertisement application providing unit 2610 includes an application which can be driven in the user terminal 4000 in a manner such as ACAP (Advanced Common Application Platform) -J.

The advertisement application provider 2610 may multicast the advertisement driving application to the user terminal 4000 before playing the broadcast content.

The creative generator 2620 generates and updates a creative module to be driven in the advertisement driving application.

The creative generator 2620 may generate an advertisement class in various formats for each advertisement, and may generate a creative module including various commerce information, event information, and various images.

In addition, the creative generator 2620 may store the generated or updated creative module in a separate storage unit (not shown).

The advertisement listing information generation unit 2630 generates advertisement listing information for each VOD content or broadcasting channel.

The advertisement scheduling information generation unit 2630 may set a time at which the advertisement is exposed for each content (for each channel in the case of a real-time broadcasting service) and a creative module to be provided at each exposure time. In addition, the advertisement scheduling information generation unit 2630 may set a plurality of creative modules to be exposed at a specific time, and determine the order in which the plurality of creative modules are exposed.

The generated advertisement scheduling information may include, for example, a VOD content ID, a channel ID, a total mediatime of the VOD content, a start time of the exposure of the advertisement, a startTime, a duration of the duration of the exposure of the advertisement, a duration of the advertisement to be exposed. It may include a count Ad_count and an advertisement ID Ad_ID.

When the advertisement listing information generation unit 2630 exposes an advertisement for each channel of the real-time broadcasting program, the advertisement listing information generation unit 2630 may determine a creative module corresponding to each exposure time based on the real-time broadcasting program schedule provided by the broadcasting company. .

In addition, the advertisement listing information generation unit 2630 may variously change or update the advertisement listing information according to a variable advertisement policy.

The viewing situation monitoring unit 2640 monitors the content viewing situation in the user terminal 4000. The viewing situation monitoring unit 2640 may monitor the playback of the VOD content in the user terminal 4000 and whether the real time broadcasting channel is zapping.

In addition, the viewing situation monitoring unit 2640 may receive the ID and the channel ID of the selected VOD content in real time from the user terminal 4000.

The advertisement listing information providing unit 2650 provides the user terminal 4000 with advertisement listing information corresponding to the received VOD content ID and channel ID.

In the case of the VOD service, whenever the VOD content is played in the VOD service, the advertisement listing information providing unit 2650 may provide the advertisement listing information corresponding to the received content ID to the user terminal 4000. In the case of a real-time broadcast service, advertisement scheduling information corresponding to the received channel ID may be provided to the user terminal 4000 at every channel zapping. In addition, the advertisement listing information providing unit 2650 may provide only advertisement exposure time information corresponding to the received content ID to the user terminal 4000 as advertisement listing information.

Therefore, even when the advertisement programming information is frequently changed, the changed contents and policies can be immediately reflected, and the large-capacity creative module can be efficiently provided to the user terminal 4000.

The creative provider 2660 provides the creative module to the user terminal 4000.

The advertisement providing unit 2660 may receive an advertisement request signal from the user terminal 4000, and provide the advertisement module corresponding to the received advertisement request signal to the user terminal 4000.

In addition, the creative provider 2660 may receive information about the VOD content ID, the channel ID, and the content playback time (for VOD content) or the current time (for a real-time broadcast program) from the user terminal 4000. In addition, a creative module corresponding to the received information may be detected in a DB (not shown) and provided to the user terminal 4000.

The creative provider 2660 may unicast the creative module corresponding to the received playback time or the current time to the user terminal 4000 among the creative modules corresponding to the received VOD content ID or channel ID. .

In addition, the creative providing unit 2660 may receive a scene ID assigned to each scene of the content from the user terminal 4000, and provide the corresponding creative module to the user terminal 4000.

The controller 2670 controls the operation of the entire advertisement management system 2600, and the advertisement management system 2600 provides an application to the user terminal 4000 in advance, generates and updates a creative module and advertisement scheduling information. In order to provide the user terminal 4000 efficiently, the advertisement application provider 2610, the creative generator 2620, the advertisement schedule information generator 2630, the viewing situation monitor 2640, and the advertisement schedule information provider 2650. And the creative provider 2660.

The transceiver 2680 transmits / receives various types of information necessary for managing the targeting advertisement according to an embodiment of the present invention with the user terminal 4000.

Hereinafter, a detailed configuration of the user terminal 4000 according to an exemplary embodiment of the present invention will be described with reference to FIG. 3.

3 is a detailed configuration diagram of a user terminal 4000 according to an embodiment of the present invention.

As illustrated in FIG. 3, the user terminal 4000 according to an exemplary embodiment of the present invention may include an advertisement application driver 4100, a content player 4200, an advertisement organizer 4300, and an advertisement request unit 4400. , The advertisement exposure unit 4500 and the transmission / reception unit 4600.

The advertisement application driver 4100 drives the advertisement driving application received from the advertisement application providing unit 2610.

The advertisement application driver 4100 may previously receive the advertisement driving application from the advertisement application provider 2610 in a multi-casting manner before the content is played.

In addition, the advertisement application driver 4100 may drive the advertisement application when the VOD playback starts or when a broadcast channel is selected and entered.

The content reproducing unit 4200 reproduces the broadcast content provided from the IPTV headend system 2000. The broadcast content includes a VOD content and a real time broadcast program.

The advertisement schedule information receiving unit 4300 receives advertisement schedule information for each VOD content and channel.

The advertisement schedule information receiving unit 4300 selects the VOD content from the user terminal 4000 to start playback, or when the user zaps the channel and starts watching the broadcast program on the zapped channel, the advertisement schedule information from the advertisement management system 2600. Can be received.

The advertisement request unit 4400 requests the advertisement management system 2600 to provide the advertisement creative module during the reproduction of the broadcast content.

The advertisement request unit 4400 may check the advertisement exposure time set for each VOD content or channel during playback of the broadcast content, based on previously received advertisement schedule information.

In addition, the advertisement request unit 4400 may provide information about a broadcast content ID, a content playing time (for VOD content), or a current time (for a real-time broadcast program) corresponding to the confirmed advertisement exposure time. Can be provided to

The advertisement exposure unit 4500 receives and executes an advertisement creative module from the advertisement management system 2600.

The advertisement display unit 4500 may freely expose the content to be advertised on the screen by matching the received creative module with the main program (ad driving application) and executing the same.

In addition, after the advertisement module is executed and the desired advertisement is exposed, the advertisement exposure unit 4500 initializes resources such as the creative module and the memory used for the execution of the advertisement module and frees resources of the user terminal 4000. It can be secured.

In addition, the advertisement display unit 4500 may receive an input from a viewer when the advertisement is exposed and provide additional commerce information and event information corresponding to the received input.

The transceiving unit 4600 transmits and receives various information required for the advertisement exposure for each content with the advertisement management system 2600.

Therefore, even when the advertisement schedule information is frequently changed due to policy change, the user terminal 4000 can effectively reflect the changed contents of the advertisement schedule information without wasting resources.

In addition, even when the number and size of creative modules including different types of advertisement classes and various types of information are large, the advertisement exposure unit 4500 may display the corresponding creative modules in real time at the exposure time set for each broadcasting content. By receiving and exposing, it is possible to save available resources of the user terminal 4000.

Hereinafter, an advertisement management method for providing a targeting advertisement according to an embodiment of the present invention will be described with reference to FIG. 4.

4 is an information flow diagram of an advertisement management method for providing a targeting advertisement according to an embodiment of the present invention.

Step S400 is a step of providing an application for driving an advertisement to the user terminal 4000. The advertisement driving application may include an application that can be driven by the user terminal 4000 in the same manner as in ACAP-J. In operation S400, the advertisement driving application may be precast to the user terminal 4000 before the broadcast content is played.

Step S402 is a step of generating a creative module to be driven in the advertisement driving application.

The creative module is an advertisement module including an advertisement class, an advertisement image, and various kinds of information. The advertisement class included in the creative module may be generated in various formats, and may include various advertisement images, commerce information, and event information. .

In addition, the creative module may be a class module including a plurality of images and codes.

Step S404 is a step of generating advertisement schedule information.

In step S404, the advertisement exposure time and the kind of the creative module to be exposed may be set for each content (for each VOD content or for each channel of a real-time broadcast program).

The advertisement scheduling information may include information on advertisement exposure time, information on a creative module at each exposure time, for each VOD content (by channel in the case of a real-time broadcasting service), and a plurality of advertisements at the corresponding exposure time. The location module may be provided to the user terminal 4000 in a preset order.

The advertisement scheduling information may include, for example, content ID, total media time, start time of advertisement exposure, start time, duration time of advertisement exposure, and number of advertisements to be exposed (for each content). Ad_count) and Ad ID (Ad_ID), etc., and may be variously changed or updated to reflect a variable advertising policy.

Thereafter, when the user terminal 4000 selects a channel of the VOD content or a real-time broadcasting program (step S406), the advertisement management system 2600 monitors the viewing situation of the user terminal 4000 (step S408), and the user selects a VOD. Check whether the content or channel is selected. In operation S408, the user terminal 4000 may receive the ID of the content to be reproduced and the ID of the selected channel in real time.

Thereafter, the advertisement management system 2600 provides the user terminal 4000 with advertisement schedule information corresponding to the identified VOD content or broadcast channel (step S410).

In step S410, in the case of the VOD service, whenever the VOD content is played in the user terminal 4000, advertisement programming information about the content corresponding to the received content ID may be provided to the user terminal 4000. In the case of a broadcast service, advertisement scheduling information corresponding to the received channel ID may be provided to the user terminal 4000 at every channel zapping.

Since the user terminal 4000 may receive the advertisement programming information every time the content is selected, the user terminal 4000 effectively stores the changed advertisement programming information without wasting resources even when the advertisement scheduling information is frequently changed by a policy change or the like. It can be reflected.

In addition, the advertisement management system 2600 may provide only the advertisement time information corresponding to the broadcast content as advertisement schedule information, and since the advertisement schedule information is transmitted to the user terminal 4000 in advance, the user terminal 4000 when the advertisement is exposed. ), The available resources of the user terminal 4000 can be saved.

Thereafter, the user terminal 4000 plays the content (step S412) and checks the advertisement exposure time point (step S414).

In operation S414, the information about the advertisement exposure start time and the advertisement exposure end time may be compared with the reproduction time or the current time of the content to determine whether it is time to expose the advertisement during the reproduction of the content.

Thereafter, the user terminal 4000 requests the creative module from the advertisement management system 2600 (step S416). In operation S416, the advertisement management system 2600 may provide information about the content ID and the content playback time (for VOD content) or the current time (for a real-time broadcast program). If a scene ID is set for each content, a scene ID value may be provided.

Thereafter, the advertisement management system 2600 provides a creative module corresponding to the advertisement request to the user terminal 4000 (S418), and the user terminal 4000 matches the received creative module with an advertisement driving application and executes it. (Step S420).

In operation S420, after the creative module is executed, resources such as the creative module and the memory used for the execution may be initialized to secure the free resources of the user terminal 4000. In operation S420, when an advertisement is exposed, an input from a viewer may be received, and additional advertisement information and commerce information corresponding to the received input may be provided.

Therefore, according to an embodiment of the present invention, it is possible to save the resource resources available in the advertisement driving application, and even if the advertisement information changes frequently, by efficiently providing them to the user terminal 4000, It is possible to provide an advertising service.

One embodiment of the present invention may also be embodied in the form of a recording medium including instructions executable by a computer, such as program modules, being executed by a computer. Computer readable media can be any available media that can be accessed by a computer and includes both volatile and nonvolatile media, removable and non-removable media. In addition, computer readable media may include both computer storage media and communication media. Computer storage media includes both volatile and nonvolatile, removable and non-removable media implemented in any method or technology for storage of information such as computer readable instructions, data structures, program modules or other data. Communication media typically includes computer readable instructions, data structures, program modules, or other data in a modulated data signal such as a carrier wave, or other transmission mechanism, and includes any information delivery media.

The foregoing description of the present invention is intended for illustration, and it will be understood by those skilled in the art that the present invention may be easily modified in other specific forms without changing the technical spirit or essential features of the present invention. will be. It is therefore to be understood that the above-described embodiments are illustrative in all aspects and not restrictive. For example, each component described as a single entity may be distributed and implemented, and components described as being distributed may also be implemented in a combined form.

The scope of the present invention is shown by the following claims rather than the above description, and all changes or modifications derived from the meaning and scope of the claims and their equivalents should be construed as being included in the scope of the present invention. do.

1 is an overall configuration diagram of an IPTV broadcasting system according to an embodiment of the present invention.

2 is a detailed configuration diagram of an advertisement management system 2600 according to an embodiment of the present invention.

3 is a detailed configuration diagram of a user terminal 4000 according to an embodiment of the present invention.

4 is an information flow diagram of an advertisement management method for providing a targeting advertisement according to an embodiment of the present invention.

Claims (13)

In the targeting ad management system, Ad application providing unit for providing an ad-driven application to the user terminal, Creative storage unit for storing the creative module to be executed in the ad-driven application, An advertisement organization information generation unit configured to determine a time to expose an advertisement for each content, and generate advertisement organization information by matching the determined exposure time with the stored creative module; Viewing situation monitoring unit to check whether the content is selected in the user terminal, Whenever the content is selected, an advertisement organization information providing unit for providing the advertisement organization information corresponding to the selected content to the user terminal, and A creative providing unit which receives an advertisement request related to the content being played from the user terminal and provides a creative module corresponding to the content to the user terminal; Including; The creative module is executed to match the advertisement driving application in the user terminal. And the creative providing unit receives an advertisement request based on the advertisement schedule information from the user terminal. The method of claim 1, The advertisement providing unit, in response to the advertisement request, provides a creative module corresponding to a predetermined advertisement exposure time of the content being played to the user terminal. delete The method of claim 1, The creative module includes an advertisement class and an advertisement image, wherein the advertisement class is generated in a different format according to the type of advertisement. The method of claim 1, The advertisement application providing unit transmits the advertisement driving application to the user terminal in a multi-casting manner. And the creative providing unit transmits the creative module to the user terminal in a unicasting manner. In a user terminal for receiving content and advertisements from a server, An advertisement application driver for driving an advertisement driving application received from a server; A content reproducing unit reproducing the content provided from the server, An advertisement request unit requesting the server for a creative module corresponding to the content being played; An advertisement exposure unit configured to receive the creative module from the server and to match the received creative module with the advertisement application for execution; Ad organization information receiving unit for receiving information about the advertisement and the exposure time matched to the content More, The advertisement request unit requests the server for a creative module corresponding to a preset advertisement exposure time of the content being played based on the received advertisement schedule information. The advertisement schedule information receiving unit receives information about an advertisement and exposure time matched with the content from the server whenever the content is selected and starts to be played. delete The method of claim 6, The creative module includes an advertisement class and an advertisement image, wherein the advertisement class is generated in a different format according to the type of advertisement. The method of claim 6, The application driving unit is to drive the advertising application when the content starts to play. delete The method of claim 6, The advertisement application driving unit receives the advertisement driving application from the server in a multicasting manner, and the advertisement exposure unit receives the creative module from the server in a unicasting manner. In the way the targeted ad management system manages the targeted ads, Providing an ad driven application to a user terminal, Whenever a content is selected and started to be played in the user terminal, providing the user terminal with advertisement schedule information regarding advertisements and exposure time matched with the content, During the playing of the content, receiving an advertisement request based on the provided advertisement scheduling information from the user terminal; Providing a creative module corresponding to the received advertisement request to the user terminal Including; The advertisement module provided to the user terminal is executed in accordance with the advertisement driving application in the user terminal. 13. The method of claim 12, The providing of the advertisement driving application may include transmitting the advertisement driving application to the user terminal in a multicasting manner, and the providing of the creative module may include transmitting the creative module to the user terminal in a unicasting manner. Advertising management method.

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